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8/8/2019 A Study on Consumer Behavior in Auro Food (True Biscuits) Pvt Ltd
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A STUDY ON CONSUMER BEHAVIOR IN AURO FOOD
(TRUE BISCUITS) PVT LTD,
THIRUCHITRAMBALAM
SUMMER PROJECT REPORT
Submitted by
KARTHI D
REGISTER NO: 27348318
Under the Guidance ofMr. D. SARAVANAN,M.B.A., M.Phil., M.F.C., M.H.R.M Ph.D.,
Faculty, Department of Management Studies
in partial fullfilment for the award of the degree
of
MASTER OF BUSINESS ADMINISTRATION
DEPARTMENT OF MANAGEMENT STUDIES
SRI MANAKULA VINAYAGAR ENGINEERING COLLEGE
PONDICHERRY UNIVERSITY
PUDUCHERRY
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SEPTEMBER- 2007
SRI MANAKULA VINAYAGAR ENGINEERING COLLEGE
MADAGADIPET, PUDUCHERRY
DEPARTMENT OF MANAGEMENT STUDIES
BONAFIDE CERTIFICATE
This to certify that the project work entitled A Study On Consumer Behavior In Auro
Food (True Biscuits) Pvt Ltd, Thiruchitrambalam is a bonafide work done by
KARHI D [ REGISTER NO: 27348318 ] in partial fulfillment of the requirement for the
award of Master of Business Administration by Pondicherry University during the academic year
2007 2008.
INTERNAL GUIDE HEAD OF DEPARTMENT
Submitted for Viva-Voce Examination held on
EXTERNAL EXAMINER
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ACKNOWLEDGEMENT
First and foremost, I thank the God for his substantial blessing and mercy at all stages in
the completion of the project.
I take this opportunity to express my deep sense of gratitude to SHRI N.KESAVAN,
Founder Chairman, SHRI M.DHANASEKARAN, Managing Director and
SHRI S.V.SUGUMARAN, Vice-Chairman of our college for their good wishes for this project.
I express my immense gratitude to our Principal
DR. V.S.K.VENKATACHALAPATHY for his support and encouragement for the completion
of my project.
I extend the immense gratitude to the Head of the Department MR. S.JAYAKUMARfor
his motivation, inspiration, and encouragement for the completion for my project.
The valuable and unflinching requital support in this Endeavor MR. D.SARAVANAN my internal guide, Department of Management Studies whose assistance
was immeasurable to the completion of this project.
I am sincerely thankful to MR. A.GOVINARAJ, executive Sales-Administration for his
help and support throughout the project. I extend my thanks to MR. R.RAMESH, for his help to
complete my project and also my external guide.
I would also like to thank all the staff of the organization for helping me directly and indirectly to
conclude this work. Last, but not the least, my heart felt gratitude to my parents, relatives and my
friends for their constant encouragement, support, help and valuable advice to make this project a
success.
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ABSTRACT
The project report entitle A STUDY ON CONSUMER BEHAVIOR IN AURO
FOOD (TRUE BISCUITS), THIRUCHITRAMBALAM. is intended to determine the buying
behavior and awareness of the product.
Consumer behavior focuses on how individuals make decisions to spend their available
resources (time, money, effort) on consumption related items. That includes what they buy, why
they buy, when they buy it, where they buy it, how often they buy it for purchase and the impact
of such evaluations on future purchases, and how they dispose of it.
To achieve this defined objective structured questionnaire based on the behavior study
made is prepared. The prepared questionnaire is used to get the direct responses from the
consumers in Auro Food,Thiruchitrambalam.
The response given to the consumers in Puducherry were analyzed and interpreted using
different type of statistical tools used are percentage analysis and weighted average method.
After analysis and interpretation, it reveals the following points are important in
improving the buying behavior attitudes, awareness, advertisement and choice of product range.
After that the purchasing frequency were found out.
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CONTENTS
CHAPTER TITLES PAGE NO.
LIST OF TABLES
LIST OF CHARTS
I
INTRODUCTION
PROFILE OF THE COMPANY
NEED FOR THE STUDY
1
2
9
II REVIEW OF LITERATURE 10
III OBJECTIVES OF THE STUDY 17
IV RESEARCH METHODOLOGY 18
V DATA ANALYSIS AND INTERPRETATION 22
VIFINDINGS OF THE STUDY,
SUGGESTION AND RECOMMENDATIONS
37
38
VII CONCLUSION 39
VIIILIMITATIONS OF THE STUDY
SCOPE FOR THE FUTHER STUDY40
41
APPENDICES
ANNEXURE-1
ANNEXURE-2
42
44
LIST OF TABLES
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TABLE NO. NAME OF THE TABLE PAGE NO.
5.1.1 TRUE BISCUITS CONSUMED 22
5.1.2 CONSUMPTION TRUE BISCUITS UNDER SEX 235.1.3 CONSUMPTION BASED ON OCCUPATION 24
5.1.4 CONSUMED BASED ON OCCUPATION 25
5.1.5 SELECTING BRAND 26
5.1.6 TRUE CONSUMED BASED ON AGE 27
5.1.7 NO. OF TRUE BISCUIT CONSUMED 28
5.1.8 TRUE BISCUIT KNOWN FROM 29
5.1.9 TRUE BISCUIT BASED ON PRICE 30
5.1.10 ALTERNATIVE 31
5.1.11 TRUE BISCUIT CONSUMED UNDER 32
5.1.12 NO. OF FLAVOR 33
5.1.13 SUGGESTION 345.2.1 LEVEL OF SATISFACTION 35
LIST OF CHARTS
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CHART NO. NAME OF THE CHART PAGE NO
5.1.1 TRUE BISCUITS CONSUMED 22
5.1.3 CONSUMPTION BASED ON OCCUPATION 24
5.1.5 SELECTING BRAND 26
5.1.8 TRUE BISCUIT KNOWN FROM 29
5.1.9 TRUE BISCUIT BASED ON PRICE 305.1.10 ALTERNATIVE 31
5.1.11 TRUE BISCUIT CONSUMED UNDER 32
5.1.12 NO. OF FLAVOR 33
5.1.13 SUGGESTION 34
5.2.1 LEVEL OF SATISFACTION 36
CHAPTER-I
1.1 INTRODUCTION
The term consumer behavior is defined as the behavior that consumers display in
searching for purchasing, using, evaluating and disposing of products and services that they
expect will satisfy their needs. Consumer behavior focuses on how individuals make decisions to
spend their available resources (time, money, effort) on consumption related items. That includes
what they buy, why they buy, when they buy it, where they buy it, how often they buy it for
purchase and the impact of such evaluations on future purchases, and how they dispose of it.
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Consumer behaviour is the study of how people buy, what they buy, when they buy and
why they buy. It blends elements from psychology, sociology, sociopsychology, anthropology
and economics. It attempts to understand the buyer decision making process, both individually
and in groups. It studies characteristics of individual consumers such as demographics,
psychographics, and behavioural variables in an attempt to understand people's wants. It also tries
to assess influences on the consumer from groups such as family, friends, reference groups, and
society in general.
The process of consumption has long been associated with sex and gender, thus, it comes
as no surprise that consumer researchers often examine the effects of these variables on consumer
behaviors. It also comes as no surprise that much is known about sex and gender and how they
impact buying and consuming activities. Yet there is one gender-related variable, gender identity,
that has both intrigued and perplexed consumer behavior researchers for over four decades.
1.2 PROFILE OF THE M/S AUROFOOD PRIVATE LTD.
AUROFOOD LIMITED is a diversified company comprising seven major manufacturing
divisions, Six of these manufacturing factories are located in a sprawling estate of over 112 acres,
where the corporate officeis also situated about 23 Km away from the estate.
1.2.1 BASICS
Go for the Best - Whether it is Men, Machinery Materials it has been Aurofood's policy
to go to the best in the world to give its customers the BEST IN QUALITY.
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World-class machineries, dedicated team with prime motive of customer satisfaction, the
best ofingredients with love and care, these are the secrets of the success, the quality leader has
achieved in the last three decades.
1.2.2 ORIGIN
This complex comprises ofFlour Mill, Biscuit and wafter plants, paste (Vermicelli) Plant
Animal Feed plant, Masala Unit and an Engineering Unit. Added to this is the Edible Oil
Refinery situated in Thirubuvanai in Puducherry.
In the late sixties, Aurofood was started by Manibhai Patel, a first generations
entrepreneur when he returned from kenys in 1965. The main architect, Manibhai Patel was
attracted to India by the teachings and philosophy of The Mother of Sri Aurobindo Ashram. With
his entrepreneurial Skill, he set up this manufacturing complex.
1.2.3 MANAGEMENT
The company has on its Board as advisors, eminent personalities, with rich experience in
Marketing and Finance. The company's management has a healthy blend of qualified techno-
commercial managers and profit center heads other well qualified manager/executives to
supervise functional areas.
1.2.4 OPERATION
Thirty years before, the first Flour Mill with a capacity of 100 tons per day was
commissioned in a place where no wheat was grown. Aurofood expanded its capacity mill is
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designed and supplied by Erstwhile Henry Simon of U.K. Even today, this is the single largest
Flour, Mill in India.
Manufacturing of Biscuits started with the first plant supplied by Simon Vicars of U.K. in
1972. It is urgently producing TRUE range of Biscuits including Marie time, True milk, True
nice, True Cream varieties, etc. Aurofood makes best efforts to insure value for money (VFM)
for its customers. Aurofood can proudly claim to have pioneered the VFM packs.
Biscuits and Wafer production facilities are now under the control of a new company -
International bakery Products .Limited, wherein Aurofood Limited and its associates hold 49%
share in itsequity.
Pioneering any new concepts has always been a habit to Aurofood. One such thing was to
introduce Pasta products for the first time in the organized sector in India. Three independent
lines of machinery- two for long vermicelli ands one for short, supplied by Braibanti, Italy is a
fully automatic facility capable of producing orthodox long and short vermicelli, Ada, Macaroni,
Apaghetti, Noodles etc. All these are packed and sold under TRUE brand.
Engineering division was commenced in 1981 as a part of Aurofood's major diversification
programmed with sophisticated imported machineries including CNC equipment. Focused more
on high precision engineering components for the defense in the manufacture of helicopters,
aircraft and satellites launched by India.
Aurofood has also ventured into Animal Feeds to produce cattle and poultry feeds.
Though the market is more price sensitive, Aurofood has its own high quality oriented niche
market to cater.
The new addition in its diversification spree was the Edible Oil Plant. It is 50 tons per day
state of the art continuous refining plant for refining raw sunflower oil into edible grade. It is
marketed under the brand name "AUROLA".
This chapter deals with an overview of the company in brief and this chapter discusses
about the organization and its infrastructure and manufacturing.
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Aurofood limited was found 1968. It was established in 1970. Its first manufacturing unit
produced 100 tones of wheat flour per day through flourmill. Flourmill was expanded in 1975 to
produce around 400 tones of wheat flour per day. Again in 1987 - 88 when the mill was
modernized the wheat milling capacity was increased to 450 tones per day.
The mill is fully designed and supplied by Mr.Henry Simon. The mill is designed in a
modern manner. Though the first mill was established in 1970 efforts have been taken regularly
to modernize machinery department. In 1988 technovator grain tempering system using gamma-
ray microprocessor was installed and today the mill can easily be regarded as most modern and
up-to-date in terms of machinery and technology.
The company is multi-plant, multi-product Company with five self-contained
manufacturing plants. The range of major products exceeds 40 in number. Over 750 employees
are engaged in manufacturing and administration and around, 120 staff engaged in
selling/marketing functions.
The divine mother of Sri Aurobindo ashram is the grinding spirit of Aurofood, growth, a
the managing director endeavors to discharge his responsibilities & in the spirit of the messages
given to Aurofood, by the divine mother. The mother's first message, WE SHALL WORK FOR
A BETTER TOMORROW" inspires a strategic decision.
This chapter deals with an overview of the company in brief and. this chapter discusses
about the organization and its infrastructure and manufacturing.
1.2.5 INFRASTRUCTURE
All the factories (including branches), housing colony and essential infrastructure occupy
around 45 acres of the 115 acres campus. Thus an area of nearly 70 acres is available for further
expansion and growth of the existing and new industries. Water requirements of-the company are
met by its own bore wells and similarly its entire power requirement (whenever the state
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government is unable to meet) is met by captive generators. The power requirements or partial as
the need may be. Thus company is completely self-sufficient in all essential resources.
Some little known facts "True-true refers to one kind of biscuits and breads. The biscuits
are sold in Tamil Nadu, Andhra Pradesh, Kerala, and Puducherry. Where, as True" bread is
highly regionalized. Breads are made available only in service centers of Aurofood Company.
Their flour mill products are available in bulk and all the wholesale and retail shops. The
Aurofood Company is retaining customers very well. So the products like (flour, biscuits, pasta,
dry-mixes) are demanded by the customers and bought.
1.2.6 MANUFACTURE FACILITIES
DRY MIX (1989)
Capacity : Dependent on the product to be produced.
Products : Wide range of dry mixes.
ENGINEERING (1981)
Products : Precision Engineering components for defense
Application and contract engineering jobs. Flour
Milling and Cereal Processing machinery.
ANIMAL FEEDS (1989)
Capacity : 36,000 TPA (Tonnes per annum)
Design and Supply : Spectomsof Baroda, India.
Products : Cattle and Poultry Feeds in the form of Mash and Pellets.
EDIBLE OIL (1994)
Capacity : 15,000 TPA (Tonnes per annum)
Design and Supply : Alfa Laval, India.
Products : Range of vegetable Edible Oils.
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1.2.7. QUALITY CONTROL
Centralized Laboratory cum R&D and individual quality for each division available.
Wet, Chemistry analytical facilities and modern instruments such as near infrared analysis,
water, activity apparatus and Brabender dough rheology centre available for the food division.
Laboratory recognized by the Department of Science and Technology, Government of India,
1.2.8 MAN POWER
Each plant and functional d pat1ments are headed by accountable and competent
managers assisted by a team of executives and staff committed to excellence. Aurofood
employees about one thousand persons are very much integrity and zeal pm1icipating in the
growth of the company.
1.2.9 ABOUT THE COMPANY WORKING AT GLANCE
Name Aurofood (P) Ltd
Trade name TRUE
Address Thiruchitrambalam - 605111.
Date of registration 22-06- I 992
Status Leading mill in south India.Products produced Manufacture of Kadir ,brand, Maida, Sooji,
Atta & Bran, Biscuits, vermicelli, Wafer &
Aurola oil.
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1.2.10 NAME OF HIGHER OFFICIALS
Managing director - B.M.Patel
Administration manager - V. Siva Kumar
Technical director - M.M Patel
Business manager - Dr. R. Gopinath
The external audit is performed by M/S. A. Vengatagire & co.
1.2.11 Bankers
State bank of India
Sirothozbie branch
Kamaraj salai, Puducherry.
Registered office of Aurofood Company is situated at
No,2, Lawrence Bazaar Street,
Puducherry.
1.2.12 Purchase department
Purchasing is a function of procuring goods and services from sources external to the
organization.
The purchase department is one of the functional departments of the company. The
activities of the purchase department include rising of purchase orders, selecting suppliers,
placing orders and receiving materials according to the stationary, machines tools, spares, etc. All
the activities of the purchase department are performed by the purchase manager of company. In
this company, most of the purchases are made from north India i.e., northern states such as
Punjab, Uttar Pradesh and Maharashtra.
Purchase department also undertakes the storage function. Storage function refers to the
storing of raw materials n the company. There is no storage department separately. The purchase
department itself performs storage function by locating the raw materials in the concerned place.
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1.2.13 ORGANISATIONAL CHART
1.3 NEED FOR STUDY
A study of consumer behavior in Aurofood (true biscuits) for special purpose of to know
about the consumer behavior for improve the product and marketing function for consumer
satisfaction.
To know about how many people to get aware about TRUE BISCUITS.
To find the competitors and analyze the methods for competition marketing.
To find the choice and which flavor is very well moving in market
Managing Director
Business Manager V.P. OperationsFinance Manager
Floor Mill
Purchase
Accounts
Production
Maintenance
Sales &
Marketing
Floor Mill
Purchase Purchase
ProductionProduction
Maintenance Maintenance
Edible Oil
Sales &
Marketing
Sales &
Marketing
Personnel
HRD
Security
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How many people to consume TRUE BISCUITS in market
To get suggestion from public for further improvement
Why some people did not consume TRUE BISCUITS and find out what their reason.
Who is the main consumer in TRUE BISCUITS?
CHAPTER-II
REVIEW OF LITERATURE
2.1 MEANING OF COSUMER BEHAVIOR
The term consumer behavior is defined as the behavior that consumers display in
searching for purchasing, using, evaluating and disposing of products and services that they
expect will satisfy their needs. Consumer behavior focuses on how individuals make decisions to
spend their available resources (time, money, effort) on consumption related items. That includes
what they buy, why they buy, when they buy it, where they buy it, how often they buy it for
purchase and the impact of such evaluations on future purchases, and how they dispose of it.
2.2 PERCEPTION
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We use our senses (sight, smell, taste, touch, and hearing) to interpret information and
give meaning to what object around us. Perception is the process by which we organize and select
information received through the senses and give meaning to the objects in the world around us.
This is done by our brain. We do not always do this correctly. How do you determine whether
furniture is durable? Suppose a marketer finds that you lift it and if it is heavy you conclude that
it is durable.
2.3 SUBLIMINAL PERCEPTION
The idea that you can influence consumer behavior by flashing subliminal messages is
something that started in the early 1950s.
PERCEIVED RISK
Some products are perceived as high risk (sports car, house) and some are seen as low
risk (flour, a deck of playing cards). In general, two factors affect the perceived risk of a
product that is uncertainty and consequences.
FINANCIAL RISK
Sometimes consumers are concerned about losing money if a product does not work well.
PERFORMANCE RISK
You might be worried that the product does not work. Do you worry that salt will not
work.
PSYCHOLOGICAL RISK
Sometimes people are concerned that a product may not fit their self-image. This ismainly true for clothing.
2.4 ATTITUDES
Attitudes have three components: the cognitive deals with beliefs and knowledge the
affective deal with emotion likes and dislikes and the cognitive, which is more behavioral, deals
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with actions, motives, and intent. The teacher evaluation scale completed by students every
semester measures your attitude towards a particular instructor.
ATTITUDES CHANGES
Marketers use several approaches in order to try to changes the attitudes of
consumers. As was noted above, the attributes of a product play an important role in the
consumer decision making process. It means the consumer to change the product.
REFERENCE GROUP
People who are members of a gang tend to dress alike and buy the same brand of
beer and cigarettes. It means to purchase same thing of products.
2.5 FIVE STAGES OF CONSUMER BUYING BEHAVIOR
Need awareness:
The beginning point of most purchasing is your potential buyer recognition of a need
in their life. This need can be established by encountering a problem or prompted by a
company marketing.
Information search:
With the rise of the internet, it has never been easier for buyers to research their
purchase. Make sure your small business is in the game by providing educational material
on your website.
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Check options:
After an information search, the customer will evaluate all the available options.
Options include wanted features pricing and company credibility.
Purchase decision:
This is the moment when the customer wants to buy. Deals are easily lost when you
keep selling to the customer. There an old adage in sales when the customer says I will
take it. Keep your mouth closed, and close the deal.
Post buying behavior:
An overlooked piece of consumer buying behavior is what occurs after the purchase.
The buyer will look for reinforcement from media friends and other sources confirming
they made the right decision.
2.6 FACTORS INFLUENCING CONSUMER BEHAVIOR
Personal factors.
Psychological factors.
Social factors.
Cultural factors.
Personal factors:
Age and life cycle stage, occupation, economic situation, lifestyle, personality and
self concept are called personal factors. It affect the buying behavior to the consumer
Psychological factors:
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Motivation, perception, learning are called psychological factors. It affects the
consumer behavior in way of mentally.
Social factors:
Social factors means around the society methods and traditions followers. Simply
they are group of people under religions and caste.
Cultural factors:
To follow some traditions means culture the people live with in some restrictions
and conditions it also to affect the consumer behavior.
2.7 A LITERATURE REVIEW FROM MONEESHA PACHAURI
Meaning
Consumer behaviour is the study of how people buy, what they buy, when they buy and
why they buy. It blends elements from psychology, sociology, sociopsychology, anthropology
and economics. It attempts to understand the buyer decision making process, both individually
and in groups. It studies characteristics of individual consumers such as demographics,
psychographics, and behavioural variables in an attempt to understand people's wants. It also tries
to assess influences on the consumer from groups such as family, friends, reference groups, and
society in general.
Consumer Behavior and Marketing Strategy
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The study of consumers helps firms and organizations improve their marketing strategies by
understanding issues such as how,
The psychology of how consumers think, feel, reason, and select between different
alternatives (e.g., brands, products);
The psychology of how the consumer is influenced by his or her environment (e.g.,
culture, family, signs, media);
The behavior of consumers while shopping or making other marketing decisions;
Limitations in consumer knowledge or information processing abilities influence
decisions and marketing outcome;
How consumer motivation and decision strategies differ between products that differ in
their level of importance or interest that they entail for the consumer; and How marketers can adapt and improve their marketing campaigns and marketing
strategies to more effectively reach the consumer.
Understanding these issues helps us adapt our strategies by taking the consumer into
consideration.
There are four main applications of consumer behavior:
The most obvious is for marketing strategy i.e., for making better marketing campaigns.
For example, by understanding that consumers are more receptive to food advertising
when they are hungry, we learn to schedule snack advertisements late in the afternoon. By
understanding that new products are usually initially adopted by a few consumers and
only spread later, and then only gradually, to the rest of the population, we learn that (1)
companies that introduce new products must be well financed so that they can stay afloat
until their products become a commercial success and (2) it is important to please initial
customers, since they will in turn influence many subsequent customers brand choices.
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A second application is public policy. In the 1980s, Accutane, a near miracle cure for
acne, was introduced. Unfortunately, Accutane resulted in severe birth defects if taken by
pregnant women. Although physicians were instructed to warn their female patients of
this, a number still became pregnant while taking the drug. To get consumers attention,
the Federal Drug Administration (FDA) took the step of requiring that very graphic
pictures of deformed babies be shown on the medicine containers.
Social marketing involves getting ideas across to consumers rather than selling
something. Marty Fishbein, a marketing professor, went on sabbatical to work for the
Centers for Disease Control trying to reduce the incidence of transmission of diseases
through illegal drug use. The best solution, obviously, would be if we could get illegal
drug users to stop. This, however, was deemed to be infeasible. It was also determined
that the practice of sharing needles was too ingrained in the drug culture to be stopped. As
a result, using knowledge of consumer attitudes.
As a final benefit, studying consumer behavior should make us better consumers.
Common sense suggests, for example, that if you buy a 64 liquid ounce bottle of laundry
detergent, you should pay less per ounce than if you bought two 32 ounce bottles. In
practice, however, you often pay a size premium by buying the larger quantity. In other
words, in this case, knowing this fact will sensitize you to the need to check the unit cost
labels to determine if you are really getting a bargain.
2.8 GENDER IDENTITY IN CONSUMER BEHAVIOR RESEARCH
The process of consumption has long been associated with sex and gender, thus, it comes
as no surprise that consumer researchers often examine the effects of these variables on consumer
behaviors. It also comes as no surprise that much is known about sex and gender and how they
impact buying and consuming activities. Yet there is one gender-related variable, gender identity,
that has both intrigued and perplexed consumer behavior researchers for over four decades.
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To analyze the various parameters that determine the choice of
Consumer in TRUE BISCUITS.
To offer suggestions to the TRUE BISCUITS to improve its
activities.
CHAPTER-IV
RESEARCH METHODOLOGY
4.1 RESEARCH
Research in common place refers to a search for knowledge. Research is defined assystematic and scientific search for pertinent information on specific topic or area of study.
4.2 METHODOLOGY
Methodology is a plan of action for a research project and explains in detail how data are
collected analyzed and presented, so that they will provide meaning information.
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4.3 RESEARCH DESIGN
A Research design is purely and simply the framework or plan for the guides the
collection and analysis of data.
It is the overall operational pattern or framework of the project that stipulated the
information to be collected, from which source and what procedures. A Research design might be
described as a series of advance decision that taken together from a specific master plan or the
model for the conduct of the investigation. Descriptive research is used in this project.
4.4 DESCRIPTIVE RESEARCH
This type of research design is undertaken in many circumstances. When the researcher is
interested in knowing the characteristics of certain groups such as age, sex, education level,
Occupation or income etc. The Objective of such study is to answer the Who, What, When,
Where, and How of the subject under investigation, so in this project study comes under
descriptive research design.
4.5 RESEARCH INSTRUMENT USED
The questionnaire was found to be the most suitable type of research instrument to collect
data. It is important tool of the research; it is used to generate the raw data on which findings
were based.
4.6 QUESTIONNAIRE CONSTRUCTION
A questionnaire is an assembly of carefully formulated questions, designed to collect facts
and options from the respondents. Its an important tool of the research; it is used to generate the
raw data on which findings were based.
4.7 AIM OF THE QUESTIONNAIRE
To obtain accurate data.
To make interview as interesting and stimulating.
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To be easily analysis.
To facilitate efficient administration of information.
4.8 SOURCE AND COLLECTION OF DATA
The task of data collection begins after research problems have been defined and researchdesign chalked out. Data is the foundation for all marketing research. The researchers can obtain
data form.
Primary Data
Questionnaires are prepared and personal interview was conducted. Most of the
questions are consist of multiple choices. The structured interview method was undertaken. The
interview was conducted in English as well as in Tamil. Proper care was taken to frame the
interview schedule in such a manner it should be easily understood in view of educational level
of the consumers. Generally 22 questions are prepared and asked to the consumers of the in the
Puducherry.
Secondary Data
Secondary data was collected from Internets, various books, Journals, and
Company Records.
4.9 SAMPLING PLAN
Due to cost and time involved in collecting the data from all the respondents, it becomes a
compulsion to choose representation. Sampling plan explains as under,
Sampling Unit:
The sampling unit is who is to be surveyed? That is sampling unit is who are all
the respondent is called sampling unit. The sampling units for this study are customers of
Ponlait, Puducherry.
Sampling Size:
The sample size for this study is 100.
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Sampling Method:
Different types of sampling methods are available. In this study the convenience
sampling was selected for this research. This sampling method used the principles of non-
probability technique.
Area Of Sampling:
The area of sampling was taken in Puducherry State.
4.10 STATISTICAL TOOLS
To arrange and interpret the collected data the following statistical tools were used.
Percentage Method.
Weighted Average Method.
PERCENTAGE METHOD:
The percentage method was extensively used for findings various details. It is used for
making comparison between two or more series of data. It can be generally calculated.
No. of respondents favorable
Percentage of Respondents = x 100
Total no. of respondents
WEIGHTED AVERAGE METHOD:
In the weighted Average method, the weighted average can be calculated by the following
formula
Here
XW represents the weighted average
X1, X2, X3..Xn represents the value for variable values
XW = WX /X
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Inference:Total male is 48 but a true biscuit consumer is 33 and total no of female are 52 but true
biscuits consumer is 26.
Consumption of True BiscuitsTotal
Yes No
Sex
Male 33 15 48
Female 26 26 52
Total 59 41 100
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Total 7 7 20 41 25 100
Inference:
Total 100 sample there occupation is different (agriculture, Business, salaried, student and
housewife. In that category the percentage diagram shows student are important buyer for true
biscuits out of 59 students was 20 were consumed true biscuits.
TABLE 5.1.5
SELECTING BRAND
No. ofRespondents
Percentage
Valid
Quality 38 38
Brand name 24 24
Price 30 30
Package 8 8
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Total 100 100
Inference:
The table shows that Consumption of True biscuits in age wise. Highly age belonging to
10-20 consumes more biscuits.
TABLE 5.1.7
NO. OF TRUE BISCUITS CONSUMED
Age Consumed True Total
Yes No
10-20 17 21 38
20-30 25 12 37
30-40 9 6 15
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Inference:
People get aware from advertisement and friends, family members, neighbors. Out of the
source more number of people gets aware from their friends and advertisement.
CHART 5.1.8
know about
Missing
neighborsfamily members
friends
advertisement
TABLE 5.1.9
TRUE BISCUIT CONSUMED BASED ON PRICE
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AlternativeNo. of
RespondentsPercentage
Valid
Britannia 47 47
Sun feast 28 28
Parle 21 21
None 4 4
Total 100 100
Inference:
From the above table and diagram, the alternative for the true biscuit is Britannia and
Sunfeast.
CHART 5.1.10
alternative
none
parle
sunfeast
britannia
TABLE 5.1.11
TRUE BISCUITS CONSUMED UNDER
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CHAPTER-VI
6.1 FINDINGS OF THE STUDY
Out of 100 (59 no of people consume true biscuits and 41 no of people did not
consumed).
Out of 59 (33 male and 26 female consume true biscuits).
Most number of people consumes true biscuits under quality based.
Student and house wife give most preference to true biscuits.
20-30 age people is to buy more (25) out of 59.
Many people true biscuits know about through advertisement.
15-20 price products are well moving in market.
.
Compare to flavor and regular biscuits, flavor is well moving in market out of 59 (36 isflavor).
In flavor custard cream is high moving compare to other flavor.
Most competitor is Britannia.
The people consume True Biscuit mostly in street vendors.
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6.2 SUGGESTIONS AND RECOMMENDATIONS
The suggestions are collect from public for to develop the true biscuits.
The most of the people to give suggestions about the advertisements because they
did not have much more advertisement compare to Britannia biscuits.
They can improve the quality with favor prices.
To improve the brand name among the public, because brand name is very
important to every product now people, to ask the product to it their brand name.
They can improve the brand awareness through educational institutions by giving
the sample piece.
To improve in the rural market.
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CHAPTER-VII
CONCLUSION
Consumer Behavior will help to learn consumer buying attitude. In true biscuits not get
much more awareness from public, so kindly to improve the advertisements and other
improvements process.
To concentrate more on channel of distribution particularly in street vendors. The most
true biscuits consumer is student and housewife, to introduce more flavors and improve the taste
and quality of the biscuits. The most buyers to consume under quality of the biscuits and other
option are price. To give important to street vendors because more number of people consumed
under street vendors. So kindly improve the advertisement and give more awareness to the
people.
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CHAPTER-VIII
8.1 LIMITATIONS OF STUDY
The project area is Pondicherry, so the population size is very high for
Taking survey and also difficult in to find the true biscuits consumers.
Research has been done only to limited consumer so has to be expand
One of the important limitation is consumer behavior is changed according to
there mind setting.
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APPENDICES
ANNEXURE- 1
QUESTIONNAIRE
A STUDY ON CONSUMER BEHAVIOR IN AURO FOOD
(TRUE BISCUITS) PVT LTD, THIRUCHITRAMBALAM
1. Name :
2. Age :
3. Sex :
4. Place :
5. Occupation :a. Agriculture b. Business c. Salaried d. Student
6. Do you have the habit of eating biscuit?
a. Rarely b. Regularly c. Often d. Never
7. When will you prefer to eat biscuit?
a. Morning b. Evening c. Anytime d. Sometime
8. In what basis you are selecting your Brand?
a. Quality b. Brand name c. Price d. Package
9. Whether did you consumed TRUE biscuit or not? If no what is your alternative product?
___________a. Yes b. No
10. Rank the following factors of your Brand?
Factors Good Very good Moderate Poor Very poor
Value for
money
Timelydelivery
Interact
packing
Required
quality
Availability
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11. How did you come to know about the anand steel products?
a. Advertisement b. Friends c. Family members d. neighbors
12. How long have you been purchasing anand steel products?
a. Less than 1 year b. 1-2 years c. More than 2 years13. Purchasing frequency
a. Weekly b. Fortnight c. Monthly d. Festival time e. Rarely
14. Place of purchase
a. Retail outlets b. Neighboring town c. Street vendors d. Supermarket
15. In True biscuits whether will you purchase under flavored or regular biscuits? __________
16. Which flavor do you like?
a. Custard cream b. Crunch cream c. Bourbon d. Choco Marie
17. At what price do you buy the True biscuit?
a. Rs.5-10 b. Rs.10-15 c. Rs.15-20 d. above Rs.20
18. What pack size do you prefer to buy true biscuit?
a. 80 gm b.100 gm c.150gm d.180 gm e.300 gm
19. Indicate your satisfaction level?
Factors Highly
satisfied
Satisfied Neither
satisfied
Dissatisfied Highly
dissatisfied
Taste
Price
Quality
Design
20. Whether the True biscuit is available sufficiently in the market?
a. Yes b. No
21. If True biscuit is not available in the market which Brand do you prefer?
a. Britannia b. Sunfeast c. Parle d. None
22. Your comments and suggestions regarding True biscuits?
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