Customer Behaviour – Preference and Patterns in the Snack Industry

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Customer Behaviour – Preference and Patterns in the snack industry 1. Select a topic
Customer Behaviour – Preference and Patterns in the snack industry
We will approach this topic in the light of snack industry, especially in the context of Indian Wafer industry. We chose this topic as at the root of any marketing strategy it is the customer and his preferences. Without an understanding of the customers buying patterns it, a company would spend huge amounts of time and money behind the wrong strategy and thus lead to loss of profits, reputation and market share.
The Indian wafer industry is a high growth industry with the presence of only two or three major players in the organized sector, namely Frito Lays, ITC Bingo and Parle
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Nevertheless, world's largest French Fry manufacturer McCain Foods is active in India since 1995. With the recent completion of the new McCain factory in Gujarat, the production of French Fries in India has been brought to a new level. And for those that want their french fries even more Indian than that: just last month.
Intriguing aspect of the potato supply chain in India is the strong vertical integration: ITC bought earlier this year the Australian company Technico that developed technology for rapid multiplication and variety improvement.
All in all the wafer industry seems set in India.With the population moving more towards a faster lifestyle with not much time to ‘Sit And Eat’ the snacking industry with wafers being the peoples favourite, looks a good investment opportunity.

3. Objectives The research keeps in mind the following objectives : 1)To identify the preference to snack food across different age groups and health groups, geographies and income level 2)Understand the urban consumer and his bias towards the organized sector of the snacks especially chips industry 3)To understand the buying behaviour towards imported snacks as compared to locally processed foods 4)Signify the importance of the various distribution channels for influencing the purchasing behavior.

4. Identify the variables Independent

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