Introduction

Customer satisfaction is a business term, is a measure of how products and services

supplied by a company meet customer expectation. It is seen as a key performance
indicator within business and part of the four prospective of balanced score cards.

Britannia industries limited are an Indian food products corporation. It was founded in
1892 with the headquarters located at Kolkata; it is one of the India’s oldest existing
companies. Britannia products are liked by all individuals whatever be the age and sex.
So from childhood to retirement age everyone is used to have Britannia products as a
tasty food. Hence the Britannia products are moving fast in the market as all the people
take different variety of biscuits, bread, and Rusk, cakes and dairy products.

Now a day, Britannia has established its own market in major parts of the country. The
retailers are the main intermediaries who frequently meet the ultimate consumer of the
Britannia products. The study aims at consumer preference and satisfaction towards
Britannia products. The research focuses on the consumer behavior towards Britannia
products. The study also reveals the reason for purchasing the Britannia products.

Consumer satisfaction is the most important in any business for their products. Britannia
has 38% estimated market share. The study has been undertaken with the view to
examine buyer satisfaction of Britannia products. Company closely influences the
consumers by their products to repeat purchases. Customer satisfaction is the customer
response to the evaluation of the perceived discrepancy between prior expectation and
the actual performance of the product as perceived after its consumption.

1
Abstract

The modern concepts of marketing realized that measuring consumer needs or behavior was
not enough." Consumer Satisfaction" should be the core and then the correct perception on
which marketing policies of our organization should be built. "Management must think of
itself not as producing products but as providing customer creating value satisfaction."

Customer satisfaction has a vital role in sustaining and improving hold on the market. Brief
descriptions about the various measures that are needed to improve customer orientation have
also been dealt with. Consider the fact today’s customer face a plenitude of products in every
category. Customer will be having high and raising expectation of quality and service. In the
face of their vast choices, the customer will gravitate to the offering that the best meet their
individual needs and expectation. They will buy one of the bases of their perception value.

Therefore it is not surprising that today's winning companies are those succeed best in
satisfying indeed delighting their target customer. They pay extreme attention to quality and
service to meeting and even exceeding customer expectation. They complete vigorously and
at the co-operated smartly with their strategy partners in their supply and distribution chain.
They pursue efficiently and yet are responsible and flexible.

Customer satisfaction is the outcome felt by buyers who have expectation. Customers are
satisfied when their expectation are met and delighted when their expectations are exceeded.
Satisfied customers remain loyal longer, buy more, and are less sensitive and talk favorable
about the company. From this it is clear that the satisfied customer will be less sensitive
towards the fluctuating price and offensive marketing typically cost more than defensive
marketing, because it requires much effort and cost to induce satisfied customers to switch
away from their current suppliers. We should also consider the fact that "the cost of attracting
a new customer may be five times the cost of keeping the current customer happy." Therefore
the companies are intending in developing stronger bones and loyalty with their customers.
Need for the Study

• To identify the satisfaction level of customer towards different types of service attributes,
by identifying their critical factors.

• To study about the bank about their customized products and services, according to the
consumer's needed.

• To study the experience and expectations of the existing customers.

• To study to improve the current standards of services.

• To study the scope of introducing new types of services.

To study about the business tactics followed to stand against the competitors.

2
This Study will help us to understand the consumer's satisfaction about banking services and
products. This study will help banks to Understand, how a consumer selects, organizes and
interprets the Quality of service and product offered by banks. The market is more aware and
realistic about investment and returns from financial products. In this background this study
tries to analyze the customer satisfaction towards banking services in general and IOB In
particular.

This study is limited to the customers with in Chennai city. The study will be able to reveal
the preferences, needs, satisfaction of the customers regarding the banking services, It also
help banks to know whether the existing products or services they are offering are really
satisfying the customers' needs.

Customer Satisfaction Surveys

Formal survey has emerged as by far the best method of periodically the customer
satisfaction. The survey is not marketing tools but an information-gaining tool. Enough
homework needs to be before embarking on the actual survey. This includes:

Defining Objectives of the Survey

Design Survey approach

Develop questionnaires and forms

Administer Survey (Email, Telephone or Post)

Method of compiling data and analyzing the findings

Format of the report to present the findings

There is no point in asking irrelevant questions on a customer satisfaction questionnaire. The

basic purpose is to find out what we are doing right or wrong. Where is the scope for
improvement, where do we stand vis-à-vis other suppliers. How we can serve the customer
better?

Priorities for improvement

Survey forms should be easy to fill out with minimum amount of time and efforts on
customer's part. They should be designed to actively encourage the customer to complete the
questions. Yet they must provide accurate data should also be sufficiently reliable for
management decision making. This can be achieved by incorporating objective type
questions where customer has to "rate" on scale of say 1 to 10. For repeated surveys, you could
3
provide the rating that was previously accorded by the customer. This works like a reference point for
the customer.

Space should always be provided for the customers own opinions this enables them to state any
additional requirements or report any shortcomings that are not covered by the objective questions.
Normally, we deal various personnel at various levels in the customer's organization-the buyer, user,
receiving inspector, finance and purchase person etc. surveying a number of respondents for each
customer gives a complete perspective of customer satisfaction. It may be necessary to device a
different questionnaire for each of them. Respondents must be provided a way to express the
importance they attach to various survey parameters. Respondents should be asked to give a
weighting

Need for the study

1. This research will help to achieve insights on consumer preference and attitude towards
Britannia products.

2. It can assess the level of consumer satisfaction towards Britannia products.

Objectives of the study

 To analyse the extent of consumer satisfaction towards Britannia products.

 To study the role of advertisements in motivating people towards Britannia
products.
 To study the success and growth of Britannia and its products.

Methodology
Research design

Descriptive research and analytical in nature based on the survey method. It includes both
primary data and secondary data.

Scope of the study

Identifying the key factors which may influence consumers buying behavior through
advertisement.

4
Major importance of this study is to determine the consumer’s satisfaction and attitude
towards Britannia products.

Sample design
The data in the report is reflected based on a sample of population, as the population of the
entire consumers in the city are vast and it is very complex to examine such a vast population.

Sample size
The research was performed by selecting a sample of 66 respondents from Hyderabad, India
the sample are known as friends, family etc.

Sampling method
Systematic sampling and simple random method is used in the research.

Sources of the information

Primary data
Primary data was collected with a course of questionnaire

Secondary data
Secondary data was collected from various web sites on the internet.

5
 REVIEW OF LITERATURE

Jegan .A. and Dr. sudalaiyandi, (2013) a study on consumer buying behavior towards types of
sun feast (ITC) biscuits in konvilpatti is conducted to know the consumers preferable taste,
awareness about various brands, about the choice and their frequency of preference,
satisfaction of sun feast biscuits. The result of the study shows that the sunfeastbiscuits have a
good share in the market.

Dr. m. Arutselvi,(2012) a study on consumers preference towards various types of Britannia

products. Topic deals with the study of consumer behavior towards the Britannia biscuits.
The consumer behavior varies from brand to brand on the basis of quality, quantity, price,
taste, advertisement etc. it is concluded that the revealed requirements of the taste of the
consumer of biscuits, Britannia biscuits are having a good market share.

Lee (2005) carried out a study to learn the five stages of consumer decision making process
in example of china. The researcher focuses on the facts that affect the consumer decision
making process on purchasing imported health food products, in particular demographic
effects such as gender, education, income, and marital status

S.Gomanhi and G.kothandapani –A Study on consumer buying behavior on Britannia Marie

gold. The market study on biscuits at Chennai city helped to know the status of biscuits. It
has revealed the requirements of the retailers, the profile, characteristics and taste of the
consumer. Britannia biscuits occupying permanent place in the market. Modern sale
promotional activities can increase the demand in Chennai city. This study has helped the
researcher to gain good experience and more information about the biscuits market and
consumer behavior on Britannia Marie gold biscuits.

Mittal and Kamakura (2001) also address the link between satisfactions and repurchase
behavior. Their major findings indicate that despite identical rating 0n 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.

6
Dr. D. kamalaveni and Ms .M.Nirmala (2000) conducted a study on consumer behavior in
instant food products in erode town. It was founded that, only three verities of main food
items and side dishes are regularly purchased by 94% and 95% of consumers respectively and
74% of the consumer are well aware about the product.

K.M.Mubarak Ali (1993) in his study endeavored to find out the purchasing pattern brand
preference, brand loyalty and to suggest and suitable measure to improve the brand loyalty.
The study was concluding that a carefully chosen promotion strategy is to be used to increase
the brand loyalty of the product. The purchase of consumers durables are influenced by
personal opinions. Well brand sales force may be used to persuade the prospective customers.

Dr .S.Shanmugasundaram and Reinaldjames (1990) conducted a study on demographic and

psychological factors that influence the pattern and selection in soft drinks and Tetra-pack
drinks – a study in vellore. The study revealed that out of the total sample of 250, gold spot is
preferred by 65 respondents. 184 respondents say that the taste main reason for choosing a
particular brand of soft drink. Most of the respondents were influenced by television. In tetra-
pack drink, 103 respondents prefer footie. The most and majority of the respondents preferred
tetra-pack drinks for its convenience.

A study conducted by H.P,Dupta and Dr. Raghbirsingh (1989) 0n consumers brand choice
behavior for television in the city of Amritsar. It was found that the most of the respondents
own black and white television. Among that, Weston has been found to be the major reasons
for preferring a particular brand. And durability, brand image , price are the most important
attributes affecting the choice of the brand among the majority of the respondents

Haripuram venkateshwaralu, M. kishorekumar and k. Rajnath (1987) conducted a study on

factors influencing consumer decision making process towards biscuits. –A behavior analysis
in twin cities of Hyderabad and secunderabad. It was found that the large consumers prefer
packed biscuits. Small quantity and perceived quality with taste

are two important variables that determine brand loyalty.

Mr. Mukeshdhanna (1984) conducted a study on analysis of consumer’s behavior –A case

study of soft drinks in rohtak. It was found that the brand awareness is more among the male
respondents than the female respondents. A respondent among regular drinkers, the largest

7
proportion is that of businessmen. Taste of the soft drinks was playing the most important
role in purchase.

Wells and Gubar (1960) in his study stated that, facilities exercise some of the most important
social and group influences on individual consumption decisions. The family life cycle at
which a family is located will determine the kinds of purchase. The fundamental
demographic forces of age, marital status, and presence of the children in the family can
together place a major role in shaping individual and point purchase behavior.

8
 COMPANY PROFILE

History

In the year 1892 the company was started with an initial investment of Rs.295 in Calcutta.
Britannia was acquiring a reputation for quality and value. As time moved on Britannia took
over the distribution of biscuits from parry’s who till now distributed Britannia biscuits in
India. In the year 1983 Britannia crossed Rs.100 crores revenue mark. The CEO of Britannia
industries is Nulsi wadia, Britannia strode into the 21 st century as one of the India’s biggest
brands and the pre-eminent food brand of the industry. The company unveiled its new
corporate identity “Eat Healthy, Think Better”. It was equally recognized for its innovative
approach to products and marketing. The company’s offerings are spread across the spectrum
with products ranging from the healthy and economical biscuits.

Vision
To dominate the food and beverage market in the India with a distinctive range of “Tasty Yet
Healthy” Britannia brands.

9
Mission
To dominate the food and beverage market in India through a profitable range of “tasty yet
healthy” products by making every Indian a Britannia consumer. “We want to be part of our
consumer-at home, out of home, a natural part of his life”.

The company’s logo has undergone a change after 20years and seeks to be forward looking,
emphasizing the limitless opportunities that Britannia aims to explore while continuing to
build upon the success of its own power brands and transition into a global total foods
company.

10
Products

Biscuits

Biscuits account for 90% of Britannia annual revenue. The company’s factories have an
annual capacity of 4330000 tones. The brand names of Britannia’s biscuits include
vitamariegold, tiger, nutrichoice, good day, 50-50, treat, pure, bourbon, nice time and little
hearts among others.

11
Dairy products

Dairy products contribute close to 10% to Britannia’s revenue. The company not only
markets dairy products to the public but also trades dairy commodities business-to-business.
Its dairy portfolio grew to 47% in 2000-01 and 30% in 2002-04.

12
Cakes

Britannia cakes, there are variety of flavor’s in cakes like fruity cake, coco cake, choco
cake, etc. those are spongy and juicy and melts in your mouth. These delicious little treats are
packed with all goodness all natural ingredients. It is suitable for all ages and 100%
vegetarian.

13
Awards and Achievements

2016- Britannia awarded the esteemed jury from renewable energy India awards 2016
selected Britannia for a special recognition under the leading RE investor category.

2014-Britnnia recommends a dividend for the year ended march 31, 2014 at the rate of
Rs.12/- per equity share of Rs.2/- each to the eligible members.

2013- It was awarded the global performance excellence award by pacific quality
organization.

2011- Britannia received the most respected company award 2011 from business world.

No. of people working

3206 employees

Financial status
Revenue -8,684.39 crore.

Operating income – 1,251.61 crore.

Net income- 843.69 crore.

Total assets- 3,206 crore.

14
15
 DATA PRESENTATION, ANALYSIS AND INTERPRETATION

1. Gender
Table 4.1

female 34 respondents 51.5%

male 32 respondents 48.5%

Figure 4.1

52.00%

51.00%

50.00%

49.00%
Sales

48.00%

47.00%

46.00%
male female

Interpretation
From the above table we analise that there are 32 male respondents i.e., 48.5% and 34
female respondents i.e., 51.5%.

16
2. Age

Table 4.2

0-10 1 respondent 5.1%

11-20 43 respondents 65.5%

21-30 18 respondents 27.3%

31-40+ 4 respondents 3.2%

Figure 4.2

70.00%

60.00%

50.00%

40.00%
age
30.00%

20.00%

10.00%

0.00%
0-10 11-20 . 21-30 30-40+

Interpretation
From the above data we can understand that 0-10 age group 5.1% respondents have
responded.11-20 age group 65.5% respondents have responded. 21-30 age group 27.3%
respondents have responded. 31-40+ age group 3.2% respondents have responded.

17
 3. How often do you buy Britannia products

Table 4.3

Rarely 23 respondents 34.8%

frequently 34 respondents 51.5%

Very frequently 8 respondents 12.1%
Not shop 1 respondent 1.6%

Figure 4.3

60

50

40

30
Column1

20

10

0
rarely frequently very frequently not shop

Interpretation
From the total respondents we can analise that 34.8% respondents responded that they rarely
buy Britannia products.51.5% respondents responded that they frequently buy Britannia
products. 12.1% respondents buy very frequently Britannia products. 1.6% respondents do
not shop Britannia products.

18
 4. How was your buying experience
Table 4.4

excellent 25.8% 17 respondents

good 66.7% 44 respondents

fair 6.1% 4 respondents

poor 1.4% 1 respondents

Figure 4.4
80.00%
70.00%
60.00%
50.00%
40.00%
buying experience
30.00%
20.00%
10.00%
0.00%
excellent good fair poor

Interpretation
From the above data we can analise that 66.70% respondents responded for good ,
25.80% respondents responded for excellent, 6.10% respondents responded for fair, 1.40%
respondents responded for poor.

19
 5. What comes to your mind when you mean about Britannia products.

Table 4.5

Product quality 72.7% 48 respondents

Product quantity 16.7% 11 respondents

price 4.5% 3 respondents

other 6.1% 4 respondents

Figure 4.5
80.00%
70.00%
60.00%
50.00%
40.00%
figure 4.5
30.00%
20.00%
10.00%
0.00%
product quality product quantity price other

Interpretation

From the above data we can analise that 72.2% respondents responded for product
quality, 16.7% respondents responded for product quantity, 5.5% respondents responded for
price, 6.1% respondents responded for others.

20
 6. Through what media do you get awareness about Britannia Products?

Table 4.6

newspaper 9.1% 4 respondents

TV advertisement 87.95% 58 respondents

radio 1.5% 1 respondent

Print media 3.5% 3 respondents

Figure 4.6
100
90
80
70
60
50
Sales
40
30
20
10
0
newspaper tv advertisment print media radio

Interpretation
From the above data we can analise that 9.1% respondents responded for newspaper, 87.9%
respondents responded for TV advertisement, 1.5% respondents responded for radio, 3.5%
respondents responded for print media.

21
7. Which products do you prefer in Britannia?

Table 4.7

biscuits 77.3% 50 respondents

dairy 4.5% 3 respondents

cakes 45.5%
30 respondents

Figure 4.7

90
80
70
60
50
40 Sales

30
20
10
0
biscuits dairy cakes

Interpretation
From the above data we can analise that 77.3% respondents responded for biscuits, 4.5%
respondents responded for dairy products, 45.5%respondents responded for cakes.

22
 8. Are you satisfied with the Britannia products with regards to
Table 4.8

satisfied normal Dis satisfied

price 80% 15% 5%

quantity 60% 8% 32%

quality 90% 8% 2%

Figure 4.8
100
90
80
70
60
satisfied
50
normal
40 dissatisfied
30
20
10
0
price quantity quality

Interpretation
From the above data we can analise that 80% of respondents are satisfied with the
price ,15% of the respondents are normal with the price, 5% of the respondents are
dissatisfied with the price.60% 0f the respondents are satisfied with the quantity, 8% of the
respondents are normal with the quantity, 32% of the respondents are dissatisfied with the
quantity. 90% of the respondents are satisfied with the quality,8% of the respondents are
normal with the quality, 2% of the respondents are dissatisfied with the quality.

23
9. Does the price of the products effect on your shopping.

Table 4.9

yes 21.2% 13 respondents

no 50% 34 respondents

May be 28.8% 19 respondents

Figure 4.9

60

50

40

30
Sales
20

10

0
yes no may be

Interpretation
From the above data we can analise that 21.2% respondents responded for yes , 50%
of respondents responded for no, 28.8% 0f respondents responded for may be.

24
 10.If yes, to the above question then only answer according to you what kind of
advertisement has long lasting effect interns of Britannia products.

Table 4.10

TV advertisement 80.3% 49 respondents

newspaper 2.6% 3 respondents

radio 2.3% 0 respondents

Print media 14.8% 9 respondents

Figure 4.10
90
80
70
60
50
40 Sales
30
20
10
0
tv advertisment newspaper radio print media

Interpretation
From the above data we can analise that 80.3% respondents responded tvadvertisement ,2.6%
respondents responded for newspaper , 2.3% respondents responded for radio, 14.8%
respondents responded for print media.

25
 11. Do quality of advertisement change your perception about the products?

Table 4.11

yes 43.9% 29 respondents

no 27.3% 18 respondents

May be 28.8% 19 respondents

Figure 4.11
50
45
40
35
30
25
Sales
20
15
10
5
0
yes no may be

Interpretation
From the above data we can analise that 43.9% respondents responded for yes, 27.3%
respondents responded for no, 28.8% respondents responded for maybe.

26
 12. What do you think of Britannia as a brand?

Table 4.12

Very good 37.9% 25 respondents

good 56% 37 respondents

average 6.1% 4 respondents

poor 0 0 respondents

Figure 4.12
60

50

40

30
Sales

20

10

0
very good good average poor

Interpretation
From the above data we can analise that 37.9% respondents responded for very good,
56% respondents responded for good, 6.1% of respondents responded for average.

27
13. Do you recommend Britannia products to others?

Table 4.13

Yes 81.8% 54 respondents

No 3% 2 respondents

May be 15.2% 10 respondents

Figure 4.13

90
80
70
60
50
40 Sales
30
20
10
0
yes no may be

Interpretation
From the above data we can analise that 81.8% respondents responded for yes , 3%
respondents responded for no, 15.2% of respondents responded for may be.

28
14. Do you feel that the products characteristics are as same as mentioned in advertisement?

Table 4.14

yes 59.1% 39 respondents

no 9.1% 6 respondents

May be 31.8% 21 respondents

Figure 4.14

70
60
50
40
30 Sales

20
10
0
yes no may be

Interpretation
From the above data we can analise that 59.1% respondents responded for yes, 9.1%
respondents responded for no,31.8% respondents responded for may be.

29
15.If your preferred Britannia products are not available for the purchase then what will you
do.

Table 4.15

Postpone your purchase 27.3% 18 respondents

Switch over to other brands 34.8% 23 respondents

Go to the other shop 37.9% 25 respondents

Figure 4.15

40
35
30
25
20
Sales
15
10
5
0
postpone your purchase switch over to other brands go to other shop to search

Interpretation
From the above data we can analise that 27.3% respondents responded to postpone your
purchase,34.8% respondents responded for switch over to other brands, 37.9% respondents
responded for go to other shop to search.

30
31
SUGGESTIONS
1. To promote more about dairy products.

2. To increase the flavors in cakes and biscuits.

3. To introduce more number of employment beneficial schemes for the betterment of the
company.

4. The products should be easily available in all the stores, so for this the distribution and
supply must be increased and developed.

5. The quantity of all the products should be increased to some extent.

6. They may bring a variety of new tastes in biscuits.

7. They may also use innovative packing methods for covering the biscuits packs.

8. It is preferred by majority of consumers.

9. Can increase advertisement techniques to attract customers as the advertisements on

Britannia are comparatively less.

5.3. Limitations
The study is limited to Hyderabad with 66 respondents .the respondents response may have
bias, which may not give a true picture about the chosen research topic. The sampling unit
chosen is the respondent who is consuming Britannia products in Hyderabad, the survey
result may vary in other locations based on their preference.

32
CONCLUSION
The final outcome of the project is that the products quantity should be increased more
according to the price. The company needs to focus more on the dairy products promotion
and advertising. The company overall turnover ratio is stable. 90% of the income is
contributed from biscuits and cakes, only 10% of the income is contributed by dairy products.

The modern marketing and business are fully consumer and consumer oriented. These ideas
should be kept in mind with all manufactures. All the companies should try to satisfy the
desires and needs of customers in all possible ways.

The company new products contribute considerable market share in the total market.
Britannia products are most popular among its uses mainly because of its tastes and
preferences, low price and much more availability.

And customers ask for specific biscuits of Britannia in retail shop because of their
advertisement. If particular brand is not available they would not recommend any other
brand.

33
BIBLIOGRAPHY

https://www.researchgate.net/publication/322910096_CUSTOMER_SATISFA
CTION_TOWARDS_GOOD_DAY_BISCUITS_AVADI_CHENNAI

https://en.wikipedia.org/wiki/Britannia_Industries

https://www.slideshare.net/deepshikha280/britannia-project-report

https://simconblog.wordpress.com/2015/04/01/britannia-industries-ltd-company-analysis/

https://asq.org/quality-resources/customer-satisfaction

https://aist-riss.jp/old/lca/ci/activity/project/sc/report/030319_document/S2-1-Mont.pdf

https://www.google.com/search?
q=types+of+britannia+products&rlz=1C1CHBF_enIN795IN795&oq=types+of+britannia+&aqs=chro
me.3.0j69i57j0l4.11095j0j8&sourceid=chrome&ie=UTF-8

http://britannia.co.in/about-us/overview

REFERENCES JOURNALS

1. Bloemer, J.M.M and Kasper, H.D.P. “The complex relationship between customer
satisfaction and brand loyalty”, Journal of Economic Psychology, Vol 16, 1995, 311-329.

34
2. Mittal V. And Kamakura, W.A. “Satisfaction, repurchase intent, and repurchase behavior:
Investigating the moderating effect of customer characteristics”, Journal of Marketing
Research, 38 (1),2001, 131-142.

3. Sirdeshmukh. D, Singh.J, and Sabol. B, “Consumer Trust, Value, and Loyalty in

Relational Exchange”. Journal of Marketing, Vol.66, 2002, Pp 15-37.

4. Bitner, M.J. “Building Service Relationship: It's all about Promises”, Journal of Academy
of Marketing Science, 23 (4), 1995, 246-51.

BOOKS

1.”Philip kotler”Marketing management.

2. Consumer Behavior by Leon G Schiff man, Leslie Lazar Kanuk

3. Consumer Behavior: Text and Cases 1st Edition (Paperback) by Ramneek Kapoor,
Nnamdi O. Madichie Publisher: Tata-McGraw Hill Publisher Edition: 2012.

4. Consumer Behavior Building Marketing Strategy Publication Year: 2011

WEB REFERENCES:
1. http://www.businessdictionary.com/definition/customer-satisfaction-survey.html

2. http://blog.clientheartbeat.com/why-customer-satisfaction-is-important/

3. http://lexicon.ft.com/term=customer-satisfaction

35
 QUESTIONNAIRE

1. Name
2. Gender
 Female
 Male
3. Age
 0-10
 11-20
 21-30
 31-40+
4. How often do you buy Britannia products?
 Rarely
 Frequently
 Very frequently
 Do not shop
5. How was your buying experience?
 Excellent
 Good
 Poor
 Fair
6. What comes to your mind when you mean about Britannia products?
 product quality
 product quantity
 price
 other
7. Through what media do you get awareness about Britannia products?
 newspaper
 TV advertisement
 radio
 print media
8. which products do you prefer in Britannia
 biscuits
 dairy products
 cakes

36
9. are you satisfied with the Britannia products regards to

satisfied normal dissatisfied

price
quality
quantity

10. does the price of the products effect on your shopping

 yes
 no
 maybe

11. do you purchase Britannia products after watching its advertisement

 yes
 no
 maybe
12. If yes, to the above question then only answer. According to you what kind of
advertisement has long lasting effect interns of Britannia products?

 TV advertisement
 Newspaper
 Radio
 Print media

13. Do quality of advertisement change your perception about the products

 Yes
 No
 May be

14. What do you think of Britannia as a brand?

 Very good
 Good
 Average
 Poor

15. Do you recommend Britannia products to others?

37
  Yes
 No
 May be

16. Do you feel that products characteristics are as same as mentioned in

advertisement?
 Yes
 No
 May be

17. If your preferred Britannia products are not available for the purchase then what
will you do
Postpone your purchase
Switch over to other brands
Go to other shop to search

18. Any suggestions regarding the products of Britannia

38
39
1