Consumer Perception About Digestive Biscuit in India

Consumers are the centre of many marketers work. While the consumer is part of the marketing environment, it is also very important to recognise and understand the more personal and specific influences effecting consumers and the nature of the decision making process they use.

Understanding consumer behaviour is essential to succeed in business. As Solomon et al. (2013) stresses, businesses exist to satisfy consumer’s needs. By identifying and understanding the factors that influences their customers, firms have the opportunity to develop a more efficient strategy, marketing message and advertising campaigns that is more in line with the needs and ways of thinking of their target consumers (Perreau, 2015).

Indian sweets popularity are not confines to India only but in the foreign countries as well. The nonresident Indians those are settled abroad prove to be sure shot customers but now the foreigners have equally developed interest to taste Indian sweets. Every Indian festivals are celebrated across the world with a lot of enthusiasm as well as pomp and show thus increasing the demand of sweets during wedding seasons and festivals.

Britain really is a nation of chocolate lovers. Among the whole world, UK has the seventh highest consumption of chocolate. A British eats an average 17.49lbs of chocolate per year (The World Atlas of Chocolate, 2011). Switzerland takes the top spot. In Britain, an estimated 660,900 tones of chocolate are eaten per year which is an average of 11kg per person. The UK chocolate industry is worth £3.6billion and sales of chocolate just keep growing and growing. The chocolate industry is a fast growing industry in UK, and the competition among the main brands is getting more and fiercer. For the investors, it is important to know the market share and the share price information of a company. These

In today’s world of various products and services, businesses aim to excel and lead the competition by marketing the most number of consumers, which is a full time endeavor of business. To survive in the market, a firm or an organization has to be constantly innovating and understand the latest consumer trends and tastes. Marketers need to understand consumer behavior because the decision-making process for consumers is anything but straight forward. Consumers’ behaviors and their purchasing patterns is a huge advantage to understanding the way customers think and the reason for their purchases. Therefore, the study of consumer behavior is important because it allows the

Understanding consumer buying behavior entails marketing, relationships, and consumer behavior. Consumer behavior comprises all the consumer decisions and activities connected with the choosing, buying, using and disposing of goods and services. Marketers must pay very close attention to consumer behavior that occurs before the purchase and after the particular product has been used. Studying consumer habits is one of the steps in marketing search and analysis. In addition to other basic principles of consumer buying habits, marketers also need to study the decision and actions of real people. Until recent history the study of consumer behavior was focused on generalized consumer decisions. With

As we know, Kellogg entered biscuits category in 2000 in an attempt to be visible to the Indian consumers. If it can make its products in sync with the tastes of Indian public, then it can certainly increase revenues manifold. Moreover, further market research should be conducted to find out what all is cherished by Indian public and then launch new variants accordingly. The idea is to increase brand presence and equity by a large portfolio of products.

I am very grateful to you for providing me with an opportunity to provide consultancy services to KCPL. As requested, please find the attached evaluation of the A-One Confectioneries Private Limited’s proposal to associate with KCPL in the production of biscuits and overall plans for KCPL.

As BISCO has been able to gain market share by 2% last year, we would like to continue the growth of the company and target to achieve 5% more market share this year. The firm sells four types of biscuit in the market:

Biscuit is the one of the oldest bakery snack item, consumed by all age groups. It is a product with better shelf life and one of the most liked bakery product by the urban as well as rural consumers. In India biscuit industries are pegged at 3,000 crores of which the unorganized sector accounts as much as 35 %. India is the one of the largest biscuit producer country in the world and last few years have witnessed substantial

Middle Segment: These are mainly quality seeking customers who are looking affordable biscuits with a specific characteristic in flavor. Eg. 50-50 (135 gms) – Rs 10, Nice Time (100 gms) – Rs 10.

Biscuits & cakes are question mark reason being that it doesn’t have extensive offerings in this product category for the customers to choose from but the overall demand of biscuits is still positive.

Ltd (KCPL) was setup by Mr. Mohan Kumar Gupta in 1945 in Jaipur, Rajasthan. It was later shifted to Kanpur, UP due to cost constraints and low profit margin to cope up with rising competition. It started with the production and selling of sugar candy and then diversifying to glucose biscuit market in 1970 under the brand‘MKG’. Biscuit making was done through a simple process and involved use of simple equipments and most of the work was done manually (Exhibit 1).

When people live, they have to do some choices and activities to make the conditions easier, during their all life. Consumer behaviour includes these all decisions, needs, desires, activities and consumptions to make the world a more liveable place (Cohen et al., 2014). Key concepts in consumer behaviour can be considered as decision making, values, motivations, self-concept, personality, expectations, attitudes, perceptions, trust and loyalty. Satisfaction can not be provided without any of these components. Dissatisfaction and negative emotions, attitudes and perceptions may be caused unwanted behaviour by customers (Cohen et al., 2014).

Profitability. As a beginning we can start deal with five different restaurants to introduce our biscuits into their menus. Depending on available data, we can recover 60 percent of the $20,000 short in sales during the off season. In addition, we can keep distributing theses biscuits during the high season as a second source of income. According to an article based on the National Restaurants Association and Deloitte LLP report in 2010, we found that food industry profit margin represents around 20 percent of the overall sales. This means, our $20,000 sales the peak season results $4,000 profit weekly basis. The food