Project 2017-2019
Project 2017-2019
Project 2017-2019
CHAPTER-I
PROFILE OF THE INDUSTRY AND THE COMPANY
1.1 INTRODUCTION
Consumer buying behaviour in Unibic cookies Salem region. Marketers are
leaving no stone unturned to influence the customers by offering them in various ways,
at various locations, in various forms resulting in emergence of various retail formats
throughout the country. Customers are highly influenced by image of the brand cookies,
its attributes, product range, variety, services, employee’s behaviour, and marketing
strategies. In this study the objective of the researcher is to know the Consumer buying
behaviour towards unibic cookies in Salem region .This study is how to consumer
choose the variety of cookies in our own perception. And some consumer accepted for
offers and check the manufacturing date and check quality of teats after that buying the
cookies .The Primary data was collected by the researcher with the help of structured
questionnaire administered to the consumer Salem region. 200 consumer constitute the
sample size. Type of sampling method used was Convenience sampling. The data
analysis & interpretation was analysed based on structured questionnaire method. Using
simple percentages data was analysed by excel sheet and using pie chart, bar chart, line
chart etc. Based on the test results, some of the relevant findings were derived and
Recommendation.
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A Study On Consumer Buying Behaviour Towards UNIBIC Cookies In Salem Region
Chapter I Introduction
The first chapter under sub heading deals with the conceptual and theoretical
foundations of the topic and related to consumer concepts and definition to this study,
second heading is deals with importance and scope of the study, what demand in the
consumer market, consumer perception and what level of service quality given
distributor, and third heading deals with limitation of the study three month I was briefly
explained. Fourth heading is profile of the industry, Confectionary industry in India,
major players. Fifth heading is profile of the company. And finally the overall conclusion
of this first chapter.
Cultural factors
Culture deeply impacts the buying behaviour of an individual and thus
marketing professionals should focus on segmenting their markets based on the cultural
needs and wants of consumers. “Culture represents the mix of norms, financial and moral
values, convictions, attitudes and habits developed in time by mankind, which the
members of the society share and which highly determine their behaviour, including the
purchase and consumption behaviour.
The culture has two primary implications for marketing: it determines the most
basic values that influence consumer behaviour patterns, and it can be used to distinguish
subcultures that represent substantial market segments and opportunities. Radulescu, (V.,
I. Cetina, and G. Orzan,(2012))
Buyer Cultural
Culture refers to the entire way of life of a group of people from a particular society,
place or time. Culture encompasses every aspect of life including the thoughts,
behaviour, practices, technology, rituals, norms, language, believes, ethics, lifestyle,
institution, and art of any given group of individuals. Therefore, individuals differing in
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Chapter I Introduction
cultural background may have different views about a particular product of service. They
may have preference for goods and services which suite their culture.
For example, wearing western outfit on festivals is not accepted in Indian culture.
Subculture
Every culture consists of several varied subcultures such as, nationalities, geographic
regions, racial groups, religions etc. Subculture can be referred as the group of people
who have common experiences and situations
Social Class
Every culture has some forms of division based factors like on income, profession, and
education. These divisions can be referred to as social classes; people from the same
social class generally have common interests and behaviour.
SOCIAL FACTORS
Social factors also make important contributions to the pathogenesis of obesity. The
range of BMI of a population varies significantly according to the stage of transition to
market economy and associated industrialization of a country, urbanization, changing
social structures, and socio-economic status. In the initial stages of the transition, the
wealthier sections of society show an increase in the proportion of people with a high
BMI, whereas in the later phases of transition, a high BMI among the poor shows
increasing prevalence. This is usually accompanied by an increase in childhood and
adolescent obesity and obesity-related disorders.
The important social factors are: reference groups, family, role and status
Reference Groups
Family
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Chapter I Introduction
The role individuals perform and the status they have in the group determine their
position in the group. Thus, they are tending to select and use goods that suite their
position.
PERSONAL FACTORS
Age
Obviously the individual’s needs depend on his age. Wants and preferences change as
the person’s age change. At every stage in a human’s life the needs and desires are
different. For example - A 70yrs diabetic patient will not regularly buy high calories and
high sugar chocolates, whereas a 10 year old boy would like to buy chocolates very
often.
Education
The educational level or educational field also determines the behaviour of the
consumers. Generally, an educated person tends to make wise decisions as compared to
an uneducated Person. It is because they differ in the ability of collecting, processing and
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Chapter I Introduction
analysing information. Educational field also has an impact on the buying behaviour of
the consumers. For example, doctors may incline more towards healthy food as they are
aware about the advantageous of it.
Profession
The occupation of an individual impacts his buying decision. Individuals select items
which suite their profession and/or are required for them in their professional life.
For example, a project manager may purchase more issues of the ‘PM Network’
magazine as compared to general public.
Income
Obviously, everyone thinks about their income and expenditure before spending.
Therefore, the economic condition of individuals influence what price range product they
buy. Consumers always hunt for economic deals; however, if the economic condition of
the buyer is very good he/she may buy premium products.
Personality
Personality is not just the appearance of a person but personality is also that
characteristic of individuals which determine how they behave in situations and interact
with others. A persons personality impacts his/ her buying behaviour, the incline towards
products which suite their personality. However, it is difficult to identify the association
between the individual personality and the pattern of exhibited behaviour.
Lifestyle
Lifestyle is the way one lives and connects with others. Lifestyle describes a person’s
pattern of living as expressed in activities, interests, and opinions. Lifestyle traits are
more concrete than personality traits and more directly linked to the acquisition, use, and
disposition of goods and services.
Department Stores. A department store is a set-up which offers wide range of products to
the end-users under one roof.
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Chapter I Introduction
Discount Stores
Supermarket
Warehouse Stores
Mom and Pop Store (also called Kirana Store in India)
Malls.
e-tailers
MARKETING MIX
A product is an item that is built or produced to satisfy the needs of a certain group of
people. The product can be intangible or tangible as it can be in the form of services or
goods. The marketer must do an extensive research on the life cycle of the product that
they are creating. A product has a certain life cycle that includes the growth phase, the
maturity phase, and the sales decline phase. It is important for marketers to reinvent their
products to stimulate more demand once it reaches the sales decline phase, it may be
wise to expand your current product mix by diversifying and increasing the depth of your
product line.
Competitive pricing is the sole pricing strategy which Unibic uses. Unibic is one of the
major competitors of Unibic and in that unibic has remained unbeatable for decades. In
dairy, Amul is a strong competitor for Milk, Cheese and other dairy based products. In
bakery products. To stay above all of them, unibic adopts a competitive pricing strategy.
Thus, Unibic products are much better in quality and are good in price as well. The
pricing strategy along with distribution has been so strong, that people buy these
products even on Railway stations and while traveling, instead of buying local snacks.
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Chapter I Introduction
CHARACTERISTICS OF FMCG
From the consumer's perspective
Frequent purchase
Low involvement (little or no effort to choose the item)
Low price
Short shelf life
Rapid consumption
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Chapter I Introduction
PRODUCTS
Cookies
Chocolate
Nutrias choices cookies
Health cookies
Cakes ( upcoming days)
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Chapter I Introduction
oatmeal, multigrain breakfast, milk, sugar free multi grain breakfast, sugar free cashew
butter, sugar free butter, sugar free oatmeal, sugar free orange cream, sugar free
pineapple, sugar free vanilla cream, festive, gift pack celebration, gift pack festive
moments, gift pack greeting, and gift pack sugar free delight cookies. The company’s
cookies are available online at Big Basket and Amazon; and exported to counties, such
as the United Kingdom, Korea, Australia, New Zealand, the Middle East, and others.
UNIBIC Foods India Pvt. Ltd. was formerly known as UNIBIC Biscuits India Pvt. Ltd.
The company was incorporated in 2004 and is based in Bengaluru, India. UNIBIC Foods
India Pvt. Ltd. operates as a subsidiary of Unibic Australia Pty. Ltd.
In India our largest markets are in the South of the country. We are also
present in various cities and towns in Maharashtra, West Bengal, and North East and in
Delhi NCR. Our footprint is growing rapidly and we are entering new markets every
month. Outside of India we export to countries like the UK, Korea, Australia, New
Zealand, Middle East and many more. For the last ten years, the bakers at UNIBIC have
been baking perfect, crunchy and delightful cookies. We are happy that you stopped by
to get to know them better. Welcome to our world of Bicalicious cookies. (Frazier,
G.L.(1999))
OUR VISION
To dominate the food and beverage market in India with the distinctive rage of
tasty yet healthy Unibic brands.
PASSION: Create energy and excitement at work motivate by example conviction and
courage to lead.
INNOVATION: Constantly look for new and better ways to delight consumers.
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Chapter I Introduction
Price
Product
Promotion
Place.
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Chapter I Introduction
Conclusion
This research will help to know about the consumer buying behaviour towards
Unibic cookies and gives the overview of health cookies in market and its opportunities
in Salem market. This research has examined Unibic ability to use innovation in a
developed and crowded market-place. There were three clear elements in this process.
The use of consumer research to identify a significant market opportunity Product
research and development combined with extensive consumer testing process Cookies
remains the big opportunity to expand in to the Health cookies market even further. As
Fuse moves through the growth phases of its product life-cycle, the next stage is to move
it into the 'super brand' league. As it does so, the key requirement will be to maintain the
product's momentum by continuing to develop innovative approaches to marketing it to
consumers. New product development may involve, such as investing time, resources
and money in new technologies. However, it also creates business opportunities.
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Chapter II Review of literature
CHAPTER II
REVIEW OF LITERATURE
Consumer behaviour involves the study of individuals and the method they employ to
choose, utilize, and set out products and services to fulfil their wants and the effect that
these method have on the consumer and the society as a whole. Consumer behaviour refers
to all the thought, feelings and actions that an individual has or takes before or while
buying any product, service or idea. Buyer behaviour is the concept which answers what,
why, how, when, and where an individual makes purchase. As a result, the outcome of
buyer behaviour is the buyer’s decision. The entire purchasing process involves giving a
thought on what should be bought, which brand is good or suitable, from where or whom
should the purchase be made, when to purchase, how much to spent, and how many time
to buy and in what intervals. Consequently the end result of the buyer behaviour is the
customer’s final decision regarding the product choice, brand choice, dealer choice,
purchase timing, purchase amount and purchase frequency.
2.1 FACTORS INFLUENCING CONSUMER BUYING BEHAVIOR
There are several factors in the background which make a consumer behave in a certain
manner. The factors that come in picture while finding the answers to the what to buy,
where to buy, why to buy, when to buy how to buy, to buy or not to buy questions are the
ones which influence the buyer behaviour. These factors knowingly or unknowingly
influence the consumer; they may be in or beyond control of the buyer.
These factors can be classified into External (Cultural and Social) and Internal (Personal
and Psychological) factors.
CONSUMER AND THE MARKETPLACE
Katona, G. (1960) According to Author says there has been trade between producers and
consumers ever since people discovered that the folks in the next valley made some very
interesting firewater but lacked their own sure grip axe handles. It has always been an
integral part of the relations between different groups of people, from the Stone Age family
to the modern nation state. This trading nexus is a necessary condition for the growth of
small groups into complex societies with their systems of law, government, finance,
education, administration and so on.
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Chapter II Review of literature
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A Study On Consumer Buying Behaviour Towards UNIBIC Cookies in Salem Region
Chapter II Review of literature
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A Study On Consumer Buying Behaviour Towards UNIBIC Cookies in Salem Region
Chapter II Review of literature
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A Study On Consumer Buying Behaviour Towards UNIBIC Cookies in Salem Region
Chapter II Review of literature
For example - A 70yrs diabetic patient will not regularly buy high calories and high sugar
chocolates, whereas a 10 year old boy would like to buy chocolates very often.
Education
The educational level or educational field also determines the behaviour of the consumers.
Generally, an educated person tends to make wise decisions as compared to an uneducated
person. It is because they differ in the ability of collecting, processing and analysing
information.
Educational field also has an impact on the buying behaviour of the consumers. For
example, doctors may incline more towards healthy food as they are aware about the
advantageous of it.
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Chapter III Research Methodology
CHAPTER III
RESEARCH METHODOLOGY
The word ‘Methodology’ is the combination of two words ‘Method’ which implies a
particular way of doing something plus ‘Logus’ the Latin word which implies ‘Study’.
Thus ‘Methodology’ is a systematic way of studying something. The research method
includes all those methods and techniques that are used for conducting a research. It
refers to the behaviour and instruments used in selecting and conducting research
techniques and research design. Research methodology is a way to systematically solve
the research problem. It constitutes research methods used in context of research study
and explanation of using a particular method or technique so that research results are
capable of being evaluated.
3.1 STATEMENT OF THE PROBLEM
Since the organization is willing to check the effectiveness of “A STUDY ON
CONSUMER BUYING BEHAVIOUR TOWARDS UNIBIC COOKIES IN SALEM
REGION” feedbacks received from consumers pertaining to the system are identified
and taken as input to improvise the system.
The study design refers to the overall strategy that one choose to integrate the different
components of the study in a coherent and logical way, thereby, ensuring one will
effectively address the research problem; it constitutes the blueprint for the collection,
measurement, and analysis of data. It defines the study type (descriptive, experimental)
research question, hypotheses, independent and dependent variables, experimental
design, and, if applicable, data collection methods and a statistical analysis plan.
Descriptive Research Design has been used, which clearly indicates that the study is
all about a certain characteristic of individual’s consumer behaviour. So in
descriptive research, survey method is used for the study.
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Chapter III Research Methodology
Study period is the total time period taken by the researcher to identify the problem,
prepare the questionnaire and collect the required data for the study. This study was
conducted for a period of 12 weeks.
The technique used for selecting the sample is convenient sampling. Stratified
sampling is a non-probability sampling technique where subjects are selected because of
their convenient accessibility and proximity to the researcher.
The study is based on the data collected from individual consumer in Salem.
3.5 Hypotheses
H0- There is relationship between price of cookies and consumer buying behaviour
based on flavour
The population that was taken for the study are the1000 Consumer in Salem. The sample
taken for the study is 150 Consumer.
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Chapter III Research Methodology
A structured questionnaire was prepared to collect primary data from the consumer in
Salem .
Data analysis is the act of transforming data with the aim of extracting useful
information and facilitating conclusions. The data analysis tool used in this study is
SPSS.
3.8.2 Chi-Square
Chi-square is a statistical test commonly used to compare observed data with data we
would expect to obtain according to a specific hypothesis. The chi-square test is always
testing what scientists call the null hypothesis, which states that there is no significant
difference between the expected and observed result. This chapter gave a clear picture of
the research methodology of this research and also gives in detail how the sample for the
study was selected, how data was collected and how it was analysed. The following
chapter consists of the analysis of the collected data and the interpretation of it.
Conclusion
About this chapter help them for finding out statement of the problem and sample
method and hypotheses helpful for find out the project output, hypotheses method using
SPSS format.
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Chapter IV Data Analysis and Interpretation
CHAPTER IV
This Chapter deals with the analysing and Interpreting Data. Because raw data as
such have little meaning, a major practice of researchers is to organize and interpret
data through tabulating, graphing. Such analysis can bring out the meaning of data and the
relevance, so that may be used as evidence.
Fig 4.1
From the Fig 4.1 Male are 52.7% and female are 47.3% it is total of gender level in this
Chart is explained
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A Study on Consumer Buying Behaviour towards UNIBIC cookies in Salem Region
Chapter IV Data Analysis and Interpretation
Fig 4.2
Interpretation:
From this this table interpretation that Age vices buying cookies The cookies
10 – 20 age people 42.7% and 21-30 age people buying 40.6%, 31-40 age people buying
cookies for 6.7% , similarly 41-50 age people buying 6.7%. above 50 age people only
buying 4%. Age vice likely buying for more percentage in 10- 20 age people
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Chapter IV Data Analysis and Interpretation
Interpretation
Table 4.3 consider that how many time eat cookies , mostly people like to once in a day
46.7 % this people daily buying cookies and eat once in day. Only 18% of people more
then 3 times eat cookies.
Interpretation:
Above the table explain for Rs 5 cookies buynig26.7 most of people buying
for RS 10 cookies 29% of people buying this level cookies, Rs 20 cookies buying for
18.7%, 25.3% of consumer buying for RS 40 price cookies
TABLE 4.5 Favourite Flavour of the consumers
Interpretation:
Above the table 4.5 buying flavour of cookies the people mostly like and
buying for Choco Ripple cookies .Totally 150 consumer 42.7% of people buying for
Choco ripple cookies.
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Chapter IV Data Analysis and Interpretation
Above the table 4.6 buying choice of cookies Normal cookies buying people for
91.3% most likely buying because of normal cookies cost price is very less.
Interpretation:
Above the table 4.7 to be explain for the people buying 75 grams more, 51.3% of people
mostly buying prefer for 75 grams cookies.
Interpretation:
Above the table 4.8 fully explain for 48% of people expect for offering
buying cookies out of 100%. Never expect offering cookies for only 13.3 %.
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Chapter IV Data Analysis and Interpretation
Interpretation:
Above the table explain for some peoples are buying time to be check for the
manufacture date, this table calculation only 43.3 % of people some time to checking the
manufacture date
Interpretation:
Above the table 4.10 some people buying cookies refer for mostly Karana
shop, because of near the house shop buying more 66% . only 7.3% buying cookies in
whole sales shop.
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A Study on Consumer Buying Behaviour towards UNIBIC cookies in Salem Region
Chapter IV Data Analysis and Interpretation
Interpretation:
The table 4.11 explain for people more and more buying cookies for based
on taste this table explain 34.7% people buying cookies based taste.
Interpretation:
The table 4.12 explain how many people buying cookies in the month
,55.3% of people daily buying in a month, 20.7% people buying cookie weakly once in
month , only 24% of people buying cookies for only one time in a month buying .
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Chapter IV Data Analysis and Interpretation
Interpretation:
Above the table 4.13 explain for more people buying cookies or biscuits, this
table explain for more people buying for cookies because of based on taste. 58% people
buying cookies.
Interpretation:
Above the 4.14 table explain for students or 10- 20 age people to be buying
cookies more level there are 70 % of this category people buying cookies more level.
Interpretation:
Above the table 4.15 explain for 84.7% of family member like to eat
cookies, only 15.3% family members don’t eat cookies.
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Chapter IV Data Analysis and Interpretation
TABLE 4.16
5 19 8 9 4 40
10 16 5 9 14 44
P1
20 17 4 2 5 28
40 12 3 20 3 38
Total 64 20 40 26 150
Interpretation:
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A Study on Consumer Buying Behaviour towards UNIBIC cookies in Salem Region
Chapter V Finding and Conclusion
CHAPTER V
5.1 FINDINGS
52.7% Male and 47.3% of Female respondents for buying cookies in Salem
Region
(Table 4.1)
42.7% 10-20 age consumer, 40.6% of 21-30 age consumer ,6.7% of 31-40 and
41-50 age consumer 4% of above 50 age consumer buying . This explain only 10-
20 age consumer buying cookies more level.(Table 4.2)
46.7% out off 100% consumer once in a day eating cookies (Table 4.3)
Explain for most of people buying for RS 10 cookies, 29% of people buying this
level cookies. (Table 4.4)
Most of consumer buying prefer for only Choco Ripple cookies 42.7% out of
100%, only 13.7% very low buying cashew cookies. (Table 4.5)
Consumer buying choice of cookies Normal cookies buying people for 91.3%
most likely buying because of normal cookies cost price is very less. (Table 4.6)
Explain for the consumer buying 75 grams more, 51.3% of people mostly buying
prefer for 75 grams cookies. (Table 4.7)
48% of people expect for offering buying cookies out of 100%. Never expect
offering cookies for only 13.3 %.( Table 4.8)
43.3 % of people some time to checking the manufacture date.(Table 4.9)
Some Consumer buying cookies refer for mostly Karana shop, because of near
the house shop buying more 66%. Only 7.3% buying cookies in whole sales
shop.(Table 4.10)
34.7% people buying cookies based taste. (Table 4.11)
55.3% of people daily buying in a month, 20.7% people buying cookie weakly
once in month , only 24% of people buying cookies for only one time in a month
buying .(Table 4.12)
People buying cookies or biscuits, this analyses explain for more people buying
for cookies because of based on taste. 58% people buying cookies. (Table
4.13)
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A Study on Consumer Buying Behaviour towards UNIBIC Cookies in Salem Region
Chapter V Finding and Conclusion
70 % of this category people buying cookies more level.it is based on age 10-20
age of consumer buying cookies more.(Table 4.14)
84.7% of family member like to eat cookies, only 15.3% family members don’t
eat cookies.it is based on taste.(Table 4.15)
Null hypotheses: There is relationship between consumer buying cookies based on price
and flavour.
5.3 SUGGESTIONS
They have to buy all flavours so that sales improve
Offer can be provided to retailers if more cookies are sold
Conclusion:
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A Study on Consumer Buying Behaviour towards UNIBIC Cookies in Salem Region