A study on consumer satisfaction with ITC product of Bingo chips

in Chennai city
 TABLE OF CONTENTS

CHAPTER 1: INTRODUCTION OF THE TOPIC

1.1 Abstract of The Study

1.2 Introduction to The Company

1.3 Introduction to the Product

CHAPTER 2: REVIEW OF LITERATURE

CHAPTER 3: RESEARCH METHODOLOGY

3.1 Objectives of the Study

3.2 Research Hypothesis

3.3 Scope of the Study

3.4 Data Collection

3.5 Limitation of The Study

CHAPTER 4: DATA REPRESENTATION & ANALYSIS

4.1 Data Representation & Interpretation

4.2 Hypothesis Testing

CHAPTER 5: RESULTS & DISCUSSIONS

5.1 Findings

5.2 Discussions & Suggestions

5.3 Conclusion

REFERENCES

ANNEXURE
CHAPTER 1: INTRODUCTION OF THE TOPIC
Introduction

The potato chip was invented in 1853 by George Crum. Crum was a Native American/African
American chef at the Moon Lake Lodge resort in Saratoga Springs, New York, USA. French
fries were popular at the restaurant, and one day a diner complained that the fries were too
thick. In marketing, the phrase According to legend, one day a customer repeatedly sent his
French-fried potatoes back to the kitchen complaining that they were too thick and soft. The
earliest known recipe for something similar to today's potato chips is in Kitchener’s book The
Cook's Oracle published in 1817, which was a bestseller in the United Kingdom and the United
States. The 1822 edition's recipe for "Potatoes fried in Slices or Shavings" reads "peel large
potatoes... cut them in shavings round and round, as you would peel a lemon; dry them well in
a clean cloth, and fry them in lard or dripping".

An 1825 British book about French cookery calls them "Pommes de Terre frites" (second
recipe) and calls for thin slices of potato fried in "clarified butter or goose dripping", drained
and sprinkled with salt. n the 20th century, potato chips spread beyond chef-cooked restaurant
fare and began to be mass-produced for home consumption. The Dayton Ohio -based Mike
sell’s Potato Chip Company, founded in 1910, identifies as the "oldest potato chip company in
the United States" Crum's solution was to thinly slice the potatoes and fry them in grease till
brown. The customer loved the crisps and soon other guests began asking for them as well.
Unlike the metals normally used to conduct electrical currents, silicon is a 'semiconductor',
meaning that its conductive properties can be increased by mixing it with other materials such
as phosphorus or boron. "customer satisfaction" is commonly used. It evaluates whether a
company's goods and services meet or exceed customers' expectations.

According to its definition, it is "the proportion of all customers, or the number of customers,
whose reported experience with a company, its goods, or services surpasses predetermined
satisfaction targets. Customer happiness is considered as a major differentiator and increasingly
has become a key aspect of corporate strategy in a competitive market where organizations
compete for customers. The purpose of this study is to understand the factors influencing
customer satisfaction in consuming bingo. More specifically, the focus is on examining the
grouped impact of the factors on customer satisfaction. First, this research draws on existing
research on the factors influencing customer satisfaction. Second, empirical research is
conducted to discover the combined effect of different factors on hand on customer satisfaction
and on the other hand on customer loyalty toward bingo

1.2 INTRODUCTION OF THE COMPANY

ITC Limited was founded in 1910 and is a diversified conglomerate with operations in hotels,
paperboards and packaging, agribusiness, information technology, and fast-moving consumer
goods, including foods, personal care products, cigarettes and cigars, education & stationery
products, incense sticks, and safety matches. Imperial Tobacco Company of India Limited
served as the company's legal name when it was founded on August 24, 1910.The name of the
Business was changed to India Tobacco Company Limited in 1970 and subsequently to I.T.C.
Limited in 1974 as the ownership of the Company became increasingly Indian. The full stops
in the company's name were eliminated with effect from September 18, 2001, in
acknowledgment of the ITC's multi-business portfolio, which includes a wide range of
businesses. The Firm has since changed its name to "ITC Ltd," where "ITC" is no longer an
abbreviation or an initialized form. The Company's beginnings were humble.

A leased office on Radha Bazar Lane, Kolkata, was the center of the Company's existence.
The Company celebrated its 16th birthday on August 24, 1926, by purchasing the plot of land
situated at 37, Chowringhee, (now renamed J.L. Nehru Road) Kolkata, for the sum of Rs
310,000. This decision of the Company was historic in more ways than one. It was to mark the
beginning of a long and eventful journey into India's future. The Company's headquarter
building, 'Virginia House', which came up on that plot of land two years later, would go on to
become one of Kolkata's most venerated landmarks. ITC's foray into the food business is an
outstanding example of successfully blending multiple internal competencies to create a new
driver of business growth. It began in August 2001 with the introduction of 'Kitchens of
India' ready-to-eat Indian gourmet dishes.

In 2002, ITC entered the confectionery and staples segments with the launch of the
brands mint-o and Candyman confectionery and Aashirvaad Atta (wheat flour). 2003
witnessed the introduction of Sun feast as the Company entered the biscuits segment. ITC
entered the fast-growing branded snacks category with Bingo! in 2007.
In 2010, ITC launched sun feast Yippee! to enter the Indian instant noodles market. In
September 2014, ITC launched Gum On Chewing Gum marking the entry into the category
of gums. The Company entered the Fruit-based juices and beverages market with the launch
of B Natural Fruit beverages in January 2015. ITCs forayed into the dairy segment with the
launch of Aashirvaad Svasti Ghee in November 2015. Launched in April
2016, Fabelle chocolates are ITC's premier offering in the luxury chocolate space. ITC forayed
into the branded coffee category in July 2016 with the launch of Sunbean Gourmet Coffee.

In February 2017, ITC launched ITC MasterChef super safe spices - the first-of-its-kind
spices launched in India, offering export quality super safe spices to the Indian
homemaker. ITC MasterChef Prawns were launched in June 2017 as the Company entered
the Frozen foods segment. ITC's first foray into the fresh fruits and vegetables segment was
marked with the launch of Farmland Potatoes in November 2017.

In 2018, ITC forayed into the packaged milk segment with the launch of Aashirvaad
Svasti pouch milk and into dairy-based beverages with the Sunfeast Wonderz range of
milkshakes. The ITC Master Chef Frozen Snacks range was also introduced the same year,
marking the Company's first venture into the frozen snacks segment. Some of ITC's brands that
have gained significant market standing among consumers are Aashirvaad, Sun feast, and
Bingo! Yippee! Candyman, mint-o, and Kitchens of India in the Branded Packaged Foods
space; EDW Essensa, Fiama, Vivel, and Superia in the Personal Care Products segment;
Classmate and Paper craft in Education & Stationery products; Mangaldeep in Agarbattis as
well as Aim in Matches.

Mr. Hemant Malik, Head – of Marketing, ITC Limited - Foods Division talking about
marketing plans for the product, said "The new brand will leverage the retail and marketing
expertise of ITC Foods to establish reach across the target markets. The communication
strategy encompasses a multi-media campaign for the entire product range including the use of
new media for enhanced visibility. A spate of on-ground promotions distinctly communicating
the product attributes and brand essence will further supplement Bingo's communication
strategy."
ITC's state-of-the-art ITC Life Sciences and Technology Centre (LSTC) in Bengaluru is at the
core of driving science-led product innovation to support and build ITC's portfolio of world-
class products and brands. The LSTC team, comprising over 350 highly qualified scientists,
has the mandate to work on future-ready science platforms, design differentiated products to
address unique needs, and deliver superior benefits to Indian consumers.
ITC LSTC has evolved over the years and is presently equipped with world-class scientific
infrastructure and state-of-the-art facilities to create knowledge and build intellectual property
through experimental research, rapid prototyping, and process development. Over 800 patents
have been filed in a relatively short period of time, bearing testimony to LTC’s vitality and
capabilities

1.3 INTRODUCTION OF THE PRODUCT

ITC Foods introduced Bingo! in March 2007 along with a variety of intriguing packed salted
snacks. There are currently numerous flavour variations of potato chips and finger snacks
available. The brand is linked to excitement, joy, and youth. It satisfies consumers' desire for
novelty and variety in snacking. Bingo! now has 4 sub-brands in its portfolio, each of which
has distinctive characteristics based on differentiation in consumer needs. ITC Limited is an
Indian telecommunications giant and cigarette manufacturer diversifying in the Consumer
Packaged Goods market, including the snack foods sector with its brand "Bingo!". Bingo was
launched in 2007 and managed to capture an 11% market share of the Indian snack market
within 6 months of its launch.

This product's major ingredient is potato, which has a starchy basis and is deep-fried in
vegetable oil. This cuisine lacks the nutritive value expected from a balanced meal and has a
very one-dimensional macro- or micronutrient profile. Also, since the type of vegetable oil
used was not specified, we must assume that it contains an Omega-6-rich oil, which throws off
the balance of Omega-3 and Omega-6 fatty acids in our diet.

The crispy and hot chilies sprinkled on the potato chips lighter than air will make your mouth
and your eyes water. Genuine flavors are delicately sprinkled on golden-colored potato chips.
Available in 4 delicious flavors.

ITC Limited - Manufacturer of bingo, media & biscuits in New Delhi, Delhi. ITC has carved
a niche for itself by creating yet another winning product in the form of Bingo! Original
Style. These come in two delectable flavors Chilli sprinkled and Salt Sprinkled. Savor the
unique combination of perfectly sliced potatoes along with carefully sprinkled spices. Bingo’s
launch was strategically timed around the World Cup to cash in on the tremendous popularity
that such leisure and cocktail snacks would find among cricket lovers in the country. So cricket
lovers could enjoy their favorite matches while savoring an all-new range of innovative Bingo
snacks during the World Cup. The idea is to get the consumer to take that first bite. Not only the
flavors but also the advertising was supposed to have an Indian touch! The advertising strategy
used humor to sell Bingo. The advertisements were well received by the audience. The notable
ones included the Bingo is the crunchier potato chips ad, to the Tamil learning bingo ad. The
ones which followed were one in which a man is declared pregnant for his craving for Bingo a
Chari Masti and the Glad Bangles-Mad Angles advertisements.

These advertisements were telecast on almost all channels-national, regional, sports, news and
of course kids’ channels. This sudden media blitzkrieg of ads left a mark on the audiences’ minds
and it showed. In certain areas, Bingo’s market share touched 50 percent; in no market is it less
than 15 percent. Bingo is a brand that is acclaimed for its distinct, clutter-breaking, the category
of snacks is characterized by a few organized players with limited offerings but the unorganized
sector continues to rule the market. However, the organized sector is one of the fastest-growing
FMCG categories with an estimated growth rate of 30% annually.

The launch of Bingo is symbolic of ITC Foods' distinct approach to introducing innovative and
differentiated products in a largely undifferentiated marketplace. The initial offerings from
Bingo include an array of products in both the Potato Chips & Finger Snacks segment. The
Potato Chips offerings comprise 4 innovative variants inspired by the snacking habits of
different parts of the country as well as Masalas, Salted, and Tomato flavors. Additionally, a
south-inspired dairy option has also been introduced under the potato chips offer.

Bingo is strategically timed around the World Cup to leverage the tremendous popularity that
such leisure and cocktail snacks will find among cricket lovers in the country. So cricket lovers
can enjoy their favorite matches while savoring an all-new range of innovative Bingo snacks
during this World Cup.

The offerings under the Finger Snacks segment are equally unique presentations with
innovative finger foods like the pakoda-inspired Live Wires, Khakra-inspired Mad Angles and
the specially developed time pass snack in the form of The Media. Each offering under this
segment is available in two variants making it a total of 6 products in the Finger Snacks
portfolio.
Speaking on the foray into this new category, Mr. Ravi Naware, Divisional Chief Executive,
ITC Limited - Foods Division said, "This is an exciting and fast-growing category with a big
untapped market. We have extensively studied the market and our product development team
has created products with variants that will hold tremendous appeal to the Indian consumer.
We are confident that our retail distribution strength and our insightful understanding of
consumers will help us redefine this category just like we have done in other categories. An
added source of advantage is the strong farm linkages that ITC has developed for sourcing the
selected grades of potatoes that go into the making of the chips." and the newly established
Finger snacks segment, which is an adaptation of traditional offerings to the western format.
The launch of Bingo is symbolic of ITC Foods' distinct approach of introducing innovative
and differentiated products in a largely undifferentiated marketplace.

Bingo will own the platform of a youthful and innovative snack offering. The snacks will be
available in packs priced at Rs. 5/- and Rs. 10/- Bingo will soon be available nationally across
a majority of towns and cities.

Bingo Manufacturing and Marketing Private Limited's Corporate Identification Number is

(CIN) U74900PN2013PTC147717 and its registration number are 147717. Its Email address
is [email protected] and its registered address is Shop No. 15, 1st Floor, Ashok
Vijay Complex M. G. Road Camp Pune PMH 411001 IN.

Bingo, more commonly known as Tambola has gained more popularity online recently in India
Bingo! Original Style is made from handpicked golden quality potatoes which are boiled and
sliced thinly to give crispy and crunchy flat-cut chips which are lighter than air. This epitome
of potato perfections are then seasoned generously and evenly to give you your perfect
flavourful snack partner.

Objectives of the study

 To find out what percentage of the population likes to eat snacks.

 To find out which flavor of Bingo is most preferred.
 To find out how much people spend on snacks weekly.
 To analyze customer satisfaction with ITC company of Bingo chips Products
SCOPE OF THE STUDY
 To identify and measure changes in customer Attitudes, Expectations
 The number of respondents has been limited to 103 people of Chennai city with different
age groups
 Therefore, in order to collect responses from respondents, an online questionnaire was
formulated and was circulated among respondents based in Chennai city
 It was circulated to people who consume Bingo chips either on a regular basis or occasional
and also to the people who don’t consume Bingo chips
 The time period selected for this survey and circulation of questionnaire was February-
2023

LIMITATION OF THE STUDY

This study has several limitations, despite our best attempts to gather accurate information and
data on the subject. Although the study is descriptive in nature, the sample for the study is
limited to respondents in a few locations in India, and the heterogeneous population could pose
a challenge due to demographic, sociographic, and psychographic characteristics.

 The respondents were aged 0-40 years, as this age group wherein people have
literacy regarding the chips they consume.
 The respondent’s cognitive biases, prejudices and preferences along with the
respondent fatigue may have affected their decisions while filling out the
questionnaire, which could have affected the quality of the study.
 The study area was limited to Chennai city and the findings may not be applicable
to other markets, as vast differences exist among the consumers with regard to
demographic and psychographic characteristics.
 Time and money-based restrictions also served as a limitation.
Chapter 2: Review of literature

Chatterjee Debabrata (2010)

did a comparative study on Corporate Governance and Corporate Social Responsibility – The
case of Three Indian Companies ITC Ltd., Reliance Industries Ltd., and Infosys Technologies
Ltd. He concluded that though corporate governance practices are exemplary, there exist
differences in the way the companies adopt corporate governance practices. He rated Infosys
better than the other two companies.

C. Sundarapandi, M.Karthik&A.K.Subramani (2015)

in their study discussed customer satisfaction towards Lays chips in Avadi, Chennai. The
research was conducted using a convenience sampling technique and data collection was done
through the survey method. The study also revolved around the percentage of the population
who like to eat snacks, most preferred flavor of Bingo and analyzed the reason for the
popularity of their preferred snacks. The study concluded that most of the respondents would
recommend Lays chips and age; gender or occupation had hardly any influence on factors
related to customer satisfaction. Gayatri Joshi &RuchiraShukla (2012)

Dr Manish Kumar & Dr A.K. Tiwari (2014)

in their study stressed on the factors that affect the consumers to buy Lays and attempt was also
made to determine the role of advertising on buying behaviour of consumers, to check the
celebrity endorsement's effectiveness for the promotion of bingo and analyse the awareness
source of consumers related to bingo. Data was collected through structured questionnaire and
analysed through descriptive statistical tools and SPSS statistical software. The study revealed
that Lays was one of the most enjoyed snacks and quality and advertising played a great role
in attracting consumers. As per the study, the consumers also stated that they preferred
availability of product more than packaging or price and celebrities like Saif Ali Khan played
a major role in influencing buying behaviour of consumers. HadiqaRiaz, Hassaan Ahmed, Dr

HadiqaRiaz, Hassaan Ahmed, Dr SaimaAkhter, MudassirHussain (2017)

in their study highlighted about the influence of emotional branding on customer's buying
behavior, the role played by it in differentiating each brand from the competitors and factors
related to emotional branding that influence buying behavior of customers. The study suggested
that there exists a positive relationship between buying behavior and emotional branding & it
played a major role in attracting as well as retaining customers

R.Vijayalakshmi& DR. T.R. Gurumoorthy (2019)

in their study highlighted about buying behavior of consumers with reference to biscuits.
Convenient sampling technique was used for the study. Their study concluded that biscuits had
immense popularity in consumers due to taste and low price. Advertisements also play a greater
role as many consumers end up asking for specific biscuits as shown in advertisement s. They
suggested that due to greater competition, new products should be developed by confectionary
companies

N. Satheesh Kumar, S.P. KaruppasamumyPandian& R. Murali (2013)

in their study highlighted about brand loyalty of consumers towards beverages like Pepsi Co-
with special attention to Tiruchirappalli district. For the study, convenient sampling was used
& t - test was used for further analysis .Their study concluded that loyalty dimensions not only
helped to increase sales but also focused on the fact that customers themselves started
becoming loyal towards a brand. As per their study, consumers have a positive outlook towards
brand name, product quality. By enhancing more about loyalty dimensions, more consumers
can be retained & new ones attracted.

SayanMukherjee, SouravChatterjee, Nilanjan Ray (2018)

in their study highlighted on buying behaviour of consumers by making an analysis between
Parle& Britannia. Primary data was collected through face-to-face interaction surveys &
secondary data from various magazines, journals, etc. was used for the study. Their study
concluded that more people purchase Britannia than Parle. Also, Parle's delivery of
advertisement content attracted more consumers & Britannia was the most preferred due to
factors like price and taste. The study also suggested that priority should be given to attracting
children as consumers through advertisements & combo packs with discounts would be great.
Also, companies should adopt innovative packaging.

Dean Martin C and Baby Joseph (2013)

made an attempt to analyze and study the behavior of customers who bought ready-to-eat
snacks and the perception that retailers had towards potato chips. The study identified that most
consumers are inclined toward spicy-flavored chips. As per their study, consumers believe that
more can be given at the same price. Also, most people consume such snacks as time passes
followed by taste factors. The study concluded that consumers prefer such snacks by giving
preference to lower prices as the most important factor followed by variety and availability of
it.

According to Woodroof et al. (96) in 1955

surveys for a number of years have shown that up to 40 percent of the total sweet potato crop
of the South is lost due to disease, late harvesting, poor storage, or rough handling of the roots*

Heinze et al*
(42) suggested in 1943 that the curing of sweet potatoes appears to involve a number of
interrelated processes within the roots.

Weimer and Harter

found that periderm formation in sweet potatoes takes place very rapidly under high humidity
conditions (95 percent) at an average temperature of 91.4° F. They observed further that
suberization of the roots prevented microorganisms from entering them.

Lutz and Simons

considered wound healing in sweet potato roots and its influence on their keeping qualities of
them to be the main reason for curing sweet potatoes. They recommended curing of the roots
for 10 days at 85° F and 85 percent relative humidity with sufficient ventilation to keep the
potatoes from accumulating moisture on the surface.

Moreover, ITCs are clearly considered a key element for business growth in this era of the
present century (Okoli et al., 2010). This is especially so in a dynamic business with a highly
competitive environment which requires the utilizing of advanced ITC to improve its efficiency
and cost-effectiveness, and also for offering high-quality products and services for its
customers (Mosleh and Shannak, 2009; Powell and Dent-Micallef, 1997). Hence, ITCs have
only recently become one of the most important pillars of the FIC (Flor and Oltra, 2005;
Hao-Sung et.al 2001).
On the other hand, there are firms that utilize ITC as a source of competitive advantage. This
is because they have multiple plans and projects that make them able to adapt and compete in
different sectors and areas (Elenurm, 2007; Jones and Crack, 2001). Flor and Oltra (2005) have
shown that the use of ITC as a source of competitive advantage is not due to the management
department assigned. It occurs because all of the personnel working in the firm have been
implicated.

Currently, the resource-based view (RBV) (Barney, 1996)

plays a very important role in international business management (Fahy, 2002; Hatch and
Dyer, 2004; Lo´pez and Garcı´a, 2005) for the simple reason that it considers some resources
of a firm as sources of competitive advantage (Barney, 1996; Lo´pez and Garcı´a, 2005). This
is because not all firms have similar resources (i.e. firm size, skills of personnel, technology,
etc.). ITC is a clear example of this. ITC varies greatly in each firm; it may be better, worse, or
simply different

(Powell and Dent-Micallef, 1997).

The project entitled “A Study of the Consumer Buying Behaviour of ITC Classmate
Stationery” has helped in studying the various aspects of consumer behavior, especially towards
stationery

Jegan, A. and Dr. Sudalaiyandi, S.( 2013)

A study on consumer buying behaviour towards various types of pepsico lays in Kovilpatti is
conducted to know the consumers’ preferable taste, awareness about various brands, about the
choice and their frequency of preference, satisfaction of lays. The result of the study shows that
lays have a good market share in Kovilpatti city

According to Bloemer and Kasper (1995)

the relationship between customer satisfaction and loyalty was moderated by respondents on
the evaluation of the brand choice.
According to Mittal and Kamakura (2001)
also address the link between satisfactions and repurchase behavior. Their major findings
indicate that despite identical rating on satisfaction, due to respondent characteristics such as
age, education, marital status, sex and area of residence, significant difference was observed in
repurchase behavior. Over the past decade, retailers use manufacturer brands to generate
consumer interest, patronage and loyalty in a store. With the growth of competition, retailers
compete with manufacturers for consumer pull to increase their relative market power and their
share of the total channel profit pie (Steiner, 1993). Private label strategy can help retailers
attract customer traffic and create loyalty to the store by offering exclusive product lines and
premium products (Corstjens and Lal, 2000).

RNI: Rajbil (2011)

, in his article, constructed a tool to measure customer’s satisfaction in departmental stores.
Customer satisfaction is considered as the important determinants of service quality. In this
context, it becomes more relevant to study service quality expectations and perceptions of
customers. This study aims to measure expectations and perceptions with respect to
departmental stores

(Adams, 2004)
The choice of specific gravity determination as a practical measure for predicting frying
qualities of potatoes is based on its rapid test procedure and is used as a basis for the
determination of dry matter content in the potato processing industry (Kaaber et al., 2001;
Wannamaker et al., 1992; Jaswal, 1991). The dry matter content and specific gravity reflect the
amount of starch present and are used as crude indicators of the processing quality (Miranda &
Aguilera, 2006). The total solids of potatoes destined for chip manufacture should be in the
range of 20% to 22%, which equates to specific gravities of 1.08 to 1.09, respectively
RESEARCH METHODOLOGY

INTRODUCTION:
According to the burns (1997) research is a systematic investigation or inquiry whereby data
are collected, analyzed and interpreted in some way in an effort to understand, describe, predict
or control an educational or psychological phenomenon or to empower individuals in such
contexts. Baskerville (2008) has define methodology as the analysis of the principles of
methods, rules and postulates employed by a discipline, or the systematic study of methods that
are, can be, or have been applied within a discipline. Research methodology solves the research
problem in a systematic way and it provides blue print how research will be carried out. It is
the study of method by which we gain knowledge. This chapter describes the various aspects
of research methodology used for the current study are presented in chronological order. It
starts with the rationale of study and followed by statement of problem, objectives of the study,
scope of study, research design, sampling procedure, questionnaire development, data
collection, analysis and presentation, limitations of the study and future scope. According to
the Advance Learners Dictionary of Current English research is a careful investigation or
inquiry especially through search for new facts in any branch of knowledge. Before executing
any research study, its research methodology should be laid down explicitly. Research
methodology includes various steps that are generally adopted by a researcher in studying
his/her research problem along with the topic logic behind it. Major parts of the research
methodology are statement of the problem, research design, sampling plan, questionnaire
design, and field work plan and analysis plan.

RESEARCH DESIGN:
Research design is the conceptual structure within which research is conducted; it constitutes
the blueprint for the collection, measurement and analysis of data. A good research design can
provide valid conclusions and suggestions from the research This section explains and justifies
the appropriateness of the research design adopted in conducting this study. It is often
impossible and generally accepted that the entire population for the study cannot be studied.
This is normally due to the difficulty on the part of the researcher in getting access to the whole
target population normally due to the size of the population, time constraints and the cost
involved. The research design is intended to provide an appropriate framework for a study. It
can be considered as the structure of research. It play role of glue which hold all the elements
in a research project together.
According to Kothari (2004) research design refers to the overall strategy that one may choose
to integrate the different components of the study in a coherent and logical way. This is done
in order to ensure that one effectively addresses the research problem. Research design is the
blue print of study. Akhtar (2016) described four types of Research Design. They are:
1.Exploratory Research Design
2.Descriptive Research Design
3.Explanatory Research Design
4.Experimental Research Design

Exploratory Research Design:

Exploratory research design defines as a research used to investigate a problem which in not
clearly defined. It’s the primary stage of research and the purpose of this research is to achieve
new insight into a phenomenon. Exploratory research is more to do with qualitative study. An
exploratory research does not seek to test hypotheses but it may develop hypotheses, (Dahari
et al., 2007). Exploratory research design accepted when problem is not specifically defined
and broad.

Descriptive Research Design

Descriptive research involves describing a problem. It is also known as statistical research.
This research aims to accurately and systematically describe a population, situation or
phenomenon. A descriptive research design can use a wide variety of research methods to
investigate one or more variables (McCombes, 2019). Further descriptive research design
answer the question like who, what, where, when, why, and sometimes how of the research.

Explanatory Research Design

It can be understood by its name Explanatory research design which means explaining the
aspects of study in detailed manner. Explanatory studies seek to ask ‘why’ and ‘how’ questions.
Akhtar (2016) when the purpose of the study is to explore a new universe, one that has not
been studied earlier the research design is called explanatory. The main aim of explanatory
research is to identify any causal links between the factors or variables that pertain to the
research problem.

Experimental Research:
Design Experimental research design is preferred when researcher wants to observe the effects
of an independent variable on depended variables with in certain situation. Sugiyono, (2006)
define experimental research as a tool which helps to find out the cause and effect relationship
among variables in a controlled situation. The present study follows descriptive as well as
exploratory research design..

Sample Design :
Universe - College Students of chennai District.
Population - Public & Private Colleges in chennai District.
Sampling Unit - Colleges of Chennai District
Sampling Techniques - Random Sampling
Sample Size - Primary data will be collected from 103 youngsters and adults.

SAMPLING PROCEDURE:
Sampling is the procedure to select some of the elements in a population to draw conclusions
about the entire population. The present study confined to map the consumer satisfaction with
ITC product of Bingo chips of chennai district.

DATA COLLECTION:
The study uses primary data. The information gathers first time by researchers for specific
purpose is called primary data which can be collected through observations, survey, interview,
focus group discussion etc Secondary data can be collected through magazines, newspaper,
journals, articles, books, government reports, databases of research institutes, published data
available in libraries, census report etc… and it is not used in this research.
PRIMARY DATA:
Most of time the primary data collected by questionnaire and interview method thus the
chances of originality and reliability of data is very high. It gives realistic view to the researcher
about the topic. In the present study primary data has been collected through well-structured
questionnaire which was developed by the help of Google forms and a link was generated to
send the respondents. All the questions were structured in such a manner that they were simple,
specified, clear, well organized, and required minimum written responses from the respondents.
The questionnaire was administered to the youngsters and adults in the Chennai district through
online mode.

SECONDARY DATA:
Secondary data refers to the existing collected and summarized material from the research
papers and publications. This data originates from sources such as databases, literature,
journals, and the internet. To get insight into the research area and to develop the theoretical
framework,and hypotheses, the information was collected from various books, magazines,
reputed journals, newspapers, websites, standard books, research projects, and reports.
Tools used for data analysis :
 Pie chart
 Bar Diagram

Pie chart:
A pie chart is a type of graph that represents the data in a circular graph. The slices of pie show
the relative size of the data, and it is a type of pictorial representation of data. A pie chart
requires a list of categorical variables and numerical variables. Here, the term “pie” represents
the whole, and the “slices” represent the parts of the whole.
Bar diagram
Bar graphs are the pictorial representation of data (generally grouped), in the form of vertical
or horizontal rectangular bars, where the length of bars is proportional to the measure of data.
They are also known as bar charts. Bar graphs are one of the means of data handling in statistics.
Statistical tools used for the interpretation and analysis
 Tabulation method
 Percentage method
Tabulation method
The process of placing classified data into a tabular form is known as tabulation. A table is a
symmetric arrangement of statistical data in rows and columns. Rows are horizontal
arrangements and columns are vertical arrangements.
Percentage analysis
It refers to a special kind of ratio. This is used for making a comparison between 2 or more
series of data. It is denoted by the percentage
.
ANALYSIS AND PRESENTATION
As has already been discussed that questionnaire has been divided into three sections first part
of the questionnaire deals with the demographic profile of the respondents. In this section
numerical coding was given. The second section of the questionnaire consisted of customer
satisfaction research on ITC bingo chips
SUMMARY:
This chapter is concerned with the research methodology adopted for the study. It includes es
introduction the of research methodology, the rationale of the study, a statement of the problem,
the objectives of the state day, the scope of the study, the research design adopted for the study
and its type, the sampling procedure, questionnaire development, data collection methods and
its type, analysis and presentation, and limitations of the study. The next chapter focused on
data analysis and interpretation.
CHAPTER 4: DATA REPRESENTATION & ANALYSIS

TABLE 4.1 SHOWS THE AGE OF THE RESPONDENT

Age Frequency Percent

11 to 18 13 12.62
18-24 46 44.66
25-30 14 13.59

Above 31 30 29.13

Total 103 100

CHART:4.1 SHOWING THE RESPONDENT AGE PARAMETER

13%
29%

13% 45%

11 to 18 18-24 25-30 Above 31

INTERPRETATION:
From the above table, it is observed that out of 103 respondents,44.66% are between the age
of years 18-24, 29.13%, are between the age of year above 31, 13.59%, are between the age
of year25-30, and 12.62% are between the age of year 11-18.
TABLE:4.2 SHOWING GENDER OF THE RESPONDENT

Gender Frequency Percent

Female 45 43.69
male 58 56.31
Total 103 100

CHART:4.2 SHOWING THE RESPONDENT’S GENDER PARAMETER

44%

56%

Female male

INTERPRETATION:
From the above table, it is observed that out of 103 respondents 56.31 are male, 43.69 are
female and none of my respondents have not selected the options ‘prefer not to say
TABLE:4.3 SHOWING THE QUALIFICATION OF THE RESPONDENT

Qualification Frequency Percent

bachelors 15 14.56

higher secondary 16 15.53

postgraduate 30 29.13

undergraduate 28 27.18

working 14 13.59

CHART:4.3 SHOWING RESPONDENT’S QUALIFICATION PARAMETER

14% 15%

15%
27%

29%

bachelors higher secondary post graduate under graduate working

INTERPRETATION:
From the above table, it is observed that out of 103 respondents, 29.13% are postgraduates,
27.18% are undergraduates, 15.53% are higher secondary, 14.56% are bachelors, 13.59% are
working
TABLE 4.4 SHOWS THAT THE RESPONDENTS ENJOY HAVING SNACKS

Enjoy having snacks Frequency Percent

No 12 11.65

Sometimes 30 29.13

Yes 61 59.22

CHART:4.4 SHOWING RESPONDENTS ENJOY HAVING SNACKS

12%

29%
59%

No Sometimes Yes

INTERPRETATION:
From the above table, it is observed that out of 103 respondents 59.22% have enjoyed snacks,
11.65% have not enjoyed snacks and 29.13% have enjoyed snacks sometimes
TABLE 4.5 SHOWS THAT THE RESPONDENTS KNOW ABOUT ITC BINGO
CHIPS.

Know about Bingo

chips Frequency Percent

No 10 9.71

Yes 93 90.29

Total 103 100

CHART:4.5 SHOWS THAT RESPONDENTS KNOW ABOUT ITC BINGO CHIPS

10%

90%

No Yes

INTERPRETATION:
From the above table, it is observed that out of 103 respondents, 90.29% have known about
bingo chips, 9.71% don’t know bingo chips
TABLE:4.6 SHOWING THAT RESPONDENTS EVER CONSUMED BINGO CHIPS

Consumed Bingo
Frequency Percent
chips
No 10 9.71

Yes 93 90.29

Total 103 100

CHART:4.6 SHOWING EVER-CONSUMED BINGO CHIPS

10%

90%

No Yes

INTERPRETATION:
From the above table, it is observed that out of 103 respondents 90.29% have consumed bingo
chips, 9.71% have not consumed bingo chips
TABLE:4.7 SHOWING HOW OFTEN THE RESPONDENTS EAT BINGO CHIPS

Often do you eat Bingo chips Frequency Percent

Frequently 3 2.91

occasionally 36 34.95
rarely 27 26.21
very frequently 10 9.71

very rarely 27 26.21

Total 103 100

CHART:4.7 SHOWING HOW OFTEN THE RESPONDENTS EAT BINGO CHIPS

3%
26%
35%

10%

26%

Frequently occasionally rarely very frequently very rarely

INTERPRETATION:
From the above table, it is observed that out of 103 respondents, 34.95% have consumed
occasionally, 26.21% have consumed rarely, 26.21% have also consumed very rarely, 9.71%
have consumed very frequently, 2.91% have consumed frequently
TABLE4.8 SHOWING THAT THE RESPONDENTS BECOME FAMILIAR WITH
BINGO CHIPS

become familiar with these

Frequency Percent
bingo chips
others 4 3.88

through advertisement 74 71.84

through family 9 8.74

through friends 11 10.68

through relatives 1 0.97

through social media 4 3.88

Total 103 100

CHART:4.8 SHOWS THAT THE RESPONDENTS BECOME FAMILIAR WITH

BINGO CHIPS

through social media

through relatives

through friends

through family

through advertisement

others

0.00 10.00 20.00 30.00 40.00 50.00 60.00 70.00 80.00

INTERPRETATION: From the above table, it is observed that out of 103 respondents
71.84% majority familiar with an advertisement, 10.68% are familiar with friends, 8.74% are
familiar with the family, 3.88% are familiar with social media and others, and 0.97% familiar
with relatives
TABLE:4.9 SHOWING RESPONDENTS WHICH FLAVOR THEY PREFER MOST

Flavor prefer the

Frequency Percent
most

potato chips cream &

35 33.98
onion

Potato chips masala 23 22.33

Potato chips salted 22 21.36

Potato chips tomato 23 22.33

Total 103 100

CHART:4.9 SHOWING RESPONDENTS WHICH FLAVORS PREFER MOST

22%
34%

22%

22%

potato chips cream & onion Potato chips masala

Potato chips salted Potato chips tomato

INTERPRETATION:
From the above table, it is observed that out of 103 respondents 33.98% prefer potato chips
with cream & onion, 22.33% prefer potato chips with masala potato and potato chips with
tomato, 21.36% prefer potato chips salted
TABLE:4.10 SHOWS THAT RESPONDENTS SPEND ON THE BINGO CHIPS
MONTHLY.

spend on the bingo

Frequency Percent
chips monthly
5 to 50 85 82.52

50 to 100 14 13.59

100 to 200 4 3.88

Total 103 100

CHART:4.10 SHOWING THAT RESPONDENTS SPEND ON THE BINGO CHIPS

MONTHLY

100 to 200

50 to 100

5 to 50

0.00 20.00 40.00 60.00 80.00 100.00

INTERPRETATION:
From the above table, it is observed that out of 103 respondents, 82.52% have spent Rs 5 to 50
on Bingo chips, 13.59% have spent Rs 50 to 100 on Bingo chips, 3.88% have spent RS 100 to
200 on Bingo chips
TABLE:4.11 SHOWS THAT RESPONDENTS ENJOY ABOUT BINGO

Enjoy about bingo Frequency Percent

others 6 5.83
packing 1 0.97
price 3 2.91
quality 8 7.77
taste 85 82.52
Total 103 100

CHART:4.11 SHOWS RESPONDENTS ENJOY ABOUT BINGO

6% 1%
3%
8%

82%

others packing price quality taste

INTERPRETATION:

From the above table, it is observed that out of 103 respondents: 82.52% enjoy the taste of
Bingo, 7.77% enjoy the quality of bingo, 5.83% have chosen other factors, 2.91% enjoy the
price of Bingo and 0.97% enjoy the packing of Bingo
TABLE:4.12 SHOWS THAT RESPONDENTS RATE THIS PRODUCT OUT OF FIVE.

Rate Frequency Percent

1 2 1.94
2 33 32.04
3 30 29.13
4 32 31.07
5 6 5.83
Total 103 100

CHART:4.12 SHOWS THAT RESPONDENTS RATE THIS PRODUCT OUT OF FIVE

7%
13%
33%

20%

27%

1 2 3 4 5

INTERPRETATION: From the above table, it is observed that out of 103 respondents:
32.04% have a rate of 2 out of 5, 31.07% have a rate of 4 out of 5, 29.13% have a rate of 3
out of 5, 5.83% have a rate of 5, and 1.94% have 1 out of 5.
TABLE:4.13 SHOWS THAT RESPONDENTS TRY NEW RECIPE IF IT WAS
RELEASED

Try a new recipe if Percent

Frequency
it was released
Maybe 54 52.43
No 9 8.74
Yes 40 38.83
Total 103 100

CHART:4.13 SHOWS THAT RESPONDENTS TRY NEW RECIPE IF IT WAS

RELEASED

Yes

No

Maybe

0.00 10.00 20.00 30.00 40.00 50.00 60.00

INTERPRETATION:

From the above table, it is observed that out of 103 respondents, 52.43% have selected whether
they may or may not, 38.83% have selected they try a new recipe, and 8.74% have selected
they would not try a new recipe.
TABLE 4.14 SHOWS THAT RESPONDENTS RECOMMEND BINGO CHIPS TO
FRIENDS, FAMILY, ETC...

Recommend bingo Percent

Frequency
chips
Maybe 49 47.57

No 14 13.59

Yes 40 38.83

Total 103 100

CHART: 4.14 WOULD YOU RECOMMEND BINGO CHIPS TO FRIENDS, FAMILY,

ETC

39%
47%

14%

Maybe No Yes

INTERPRETATION:

From the above table, it is observed that out of 103 respondents, 47.57% have selected the
option maybe, 38.83% have selected yes to recommend, and 13.59% have selected not to
recommend.
Table:4.15 SHOWING THAT RESPONDENTS HOW LIKELY PREFER BINGO
CHIPS TO OTHERS.

Prefer bingo chips to others Frequency Percent

not prefer 5 4.85

prefer 19 18.45

not prefer 6 5.83

not sure 48 46.60

probably prefer 25 24.27

Total 103 100

CHART:4.15 SHOWS THAT RESPONDENTS HOW LIKELY PREFER BINGO

CHIPS TO OTHERS.

50.00
45.00
40.00
35.00
30.00
25.00
20.00
15.00
10.00
5.00
0.00
definitely not definitely not prefer not sure probably
prefer prefer prefer

INTERPRETATION:From the above table, it is observed that out of 103 respondents

46.60% have selected not sure, 24.27% have selected probably prefer, 18.45% have selected
prefer, 5.83% have selected not prefer, and 4.85% have selected not prefer
TABLE 4.16 SHOWS THAT RESPONDENTS VERIFY THE EXPIRATION DATE.

Ever attempt to verify Percent

Frequency
the expiration date
No 30 29.13
Yes 73 70.87
Total 103 100

CHART4.16 SHOWS THAT RESPONDENTS VERIFY THE EXPIRATION DATE

29%

71%

No Yes

INTERPRETATION:

. From the above table, it is observed that out of 103 respondents, 70.87% have attempted to
verify the expiration date, and 29.13% have attempted, to verify the expiration date.
TABLE:4.17 SHOWS THAT RESPONDENTS EATING BINGO CHIPS EVERY TIME
MAKES SENSE

Eating bingo chips

every time makes Frequency Percent
sense
Maybe 30 29.13

No 55 53.40

Yes 18 17.48

Total 103 100

chart:4.17 SHOWS THAT RESPONDENTS EATING BINGO CHIPS EVERY TIME

MAKES SENSE

60.00

50.00

40.00

30.00

20.00

10.00

0.00
Maybe No Yes

INTERPRETATION:

From the above table, it is observed that out of 103 respondents, 53.40% have selected no,
29.13% have selected maybe, and 17.48% have selected yes.
TABLE:4.18 SHOWS THE RESPONDENTS WITH WHOM THEY LIKE TO EAT
BINGO.

Whom do you Percent

Frequency
like to eat
Alone 51 49.51

Family 14 13.59
Friends 38 36.89

Total 103 100

CHART:4.18 SHOWS RESPONDENTS WITH WHOM THEY LIKE TO EAT BINGO.

37%

49%

14%

Alone Family Friends

INTERPRETATION:From the above table, it is observed that out of 103 respondents,

49.51% have selected to eat alone, 36.89% have selected to eat with friends, and 13.59% have
selected to eat with the family.
TABLE:4.19 SHOWS THAT RESPONDENTS WHEN THEY LIKE TO EAT

When do you like to eat Frequency Percent

afternoon 23 22.33
Evening 73 70.87
morning 3 2.91
night 4 3.88
Total 103 100

CHART:4.19 SHOWS THAT RESPONDENTS WHEN THEY LIKE TO EAT

night

morning

Evening

afternoon

0.00 10.00 20.00 30.00 40.00 50.00 60.00 70.00 80.00

INTERPRETATION:

From the above table, it is observed that out of 103 respondents, 70.87% prefer to eat in the
evening, 22.33% prefer to eat in the afternoon, 3.88% have preferred to eat at night, 2.91%
have preferred to eat in the morning
TABLE:4.20 SHOWS THAT RESPONDENTS IF THEY HAD A CHANCE OF
EATING SNACKS WHAT THEY PREFER
Snacks Frequency Percent
Barfi 1 0.97
bingo 30 29.13
Biscuits 1 0.97
brownie 1 0.97
Cheetos. 1 0.97
Cheetos/Nachos 1 0.97
Doritos Nacho Chips 1 0.97
Homemade 2 1.94
Lays 63 61.17
Nuts, dates, and fruits 1 0.97
Veda 1 0.97
Total 103 100

CHART:4.20 SHOWS THAT RESPONDENTS IF THEY HAD A CHANCE OF

EATING SNACKS WHAT THEY PREFER

Vada
Nuts, dates and fruits
Lays
Home made
Doritos Nacho Chips
Cheetos/Nachos
Cheetos.
brownie
Biscuits
bingo
Barubi

0.00 10.00 20.00 30.00 40.00 50.00 60.00 70.00

INTERPRETATION: From the above table, it is observed that out of 103 respondents: The
majority chance of eating lays is 61.17%, the chances of eating Bingo is 29.13%, the chance
of eating homemade is 1.94% Chances of eating barfi, biscuits, brownies, Cheetos, nachos,
dates, Veda is 0.97%
TABLE:4.21 SHOWS THAT RESPONDENTS COMPARED THEIR RESULTS TO
OTHER SNACKS LIKE (LAYS, KURKURE, CHEETOS ETC.) DO THEY THINK
BINGO IS BETTER

Frequency Percent

Maybe 50 48.54
no 36 34.95
yes 17 16.50

Total 103 100

CHART:4.21 SHOWS THAT RESPONDENTS COMPARED THEIR RESULTS TO

OTHER SNACKS LIKE (LAYS, KURKURE, CHEETOS ETC.) DO THEY THINK
BINGO IS BETTER

16%

49%

35%

Maybe no yes

INTERPRETATION:
From the above table, it is observed that out of 103 respondents

48.54% have chosen maybe, 34.85% have chosen no, and 16.50% have chosen yes.
TABLE:4.22 SHOWS THE EVIDENCE THAT THE RESPONDENTS HAVE ADVICE
FOR IMPROVING THE BINGO CHIPS

Frequency Percent

Flavors 29 28.16
Packing 4 3.88
Price 3 2.91
Quantity 59 57.28
Spices 8 7.77
Total 103 100

CHART:4.22 SHOWS THE EVIDENCE THAT THE RESPONDENTS HAVE ADVICE

FOR IMPROVING THE BINGO CHIPS

8%
28%

4%
3%
57%

Flavors Packing Price Quantity Spices

INTERPRETATION:
From the above table, it is observed that out of 103 respondents 57.28% have recommended
improving the quantity, 28.16% have recommended improving flavors, 7.77% have
recommended improving spices, 3.88% have recommended improving packing and 2.91%
have recommended improving the price.
Chapter:5
Chapter5: Result and discussion

Findings
Empirical evidence helps to establish meaningful and logical findings and the outcome of the
study. The major findings of the study are explained in a detailed manner. The results are
presented below:

Findings related to Demographic Profile

 Majority (56.31%) of the respondents are male and (43.69% )of them are female.
 Majority (44.66%) are between the age of years 18-24, (29.13%), are between the age
of year above 31, (13.59%), are between the age of year25-30, and(12.62%)are
between the age of year 11-18.
 majority(29.13%) are postgraduates,( 27.18%) are undergraduates,(15.53%)are higher
secondary, (14.56%) are bachelors, (13.59%) are working

Findings related to CONSUMER PERCEPTION TOWARDS BINGO CHIPS

 Majority (90.29%) have consumed bingo chips, and (9.71%) have not consumed bingo
chips
 Majority (71.84%) majority familiar with an advertisement, (10.68%) are familiar with
friends, (8.74%) are familiar with the family, (3.88%) are familiar with social media
and others, and (0.97%) familiar with relatives

 Majority (33.98%) prefer potato chips with cream & onion,( 22.33%) prefer potato
chips with masala potato and potato chips with tomato, and(21.36%) prefer potato
chips salted

 Majority, (82.52%) have spent Rs 5 to 50 on Bingo chips, (13.59%) have spent Rs 50

to 100 on Bingo chips, (3.88%) have spent RS 100 to 200 on Bingo chips

 Majority (82.52%) enjoy the taste of Bingo, (7.77%) enjoy the quality of bingo,
(5.83%) have chosen other factors, (2.91%) enjoy the price of Bingo and (0.97%)
enjoy the packing of Bingo
 Majority (70.87%) have attempted to verify the expiration date, and (29.13%) have
attempted, to verify the expiration date.

 Majority (49.51%) have selected to eat alone,(36.89%) have selected to eat with
friends, and (13.59%) have selected to eat with the family.
 Majority(57.28%)have recommended improving the quantity, (28.16%) have
recommended improving flavors, (7.77%) have recommended improving spices,
(3.88%) have recommended improving packing and (2.91%) have recommended
improving the price.