This project report is my summer internship project report which i did in Britannia company so my role was in this project in Management trainee in modern trade.

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Summer Internship Project Report
On
Study of customer buying behavior in confectionary
product with respective Britannia biscuits in modern
trade at Surat, Gujarat.
Submitted in partial fulfillment of the requirements for the Two Year Full
Time Post Graduate Diploma in Management
Submitted By: Anup.C.Rai
DM16E49
2016-18
Under the Guidance of
Internal mentor External mentor
Prof. G. Pravin Kumar Mr. Prince Maheshwari
P.I.B.M.-Pune RSO (Britannia)
P.I.B.M- Pune Institute of Business Management
Pune

2. 1
CERTIFICATE OF ORIGINALITY
I hereby declare that this Summer Internship Project is my own
work and that, to the best of my knowledge and belief, it
reproduces no material previously published or written that has
been accepted for the award of any other degree of diploma,
except where due acknowledgement has been made in the text.
Anup.C.Rai
DM16E49
Date:

3. 2
Date: ………….
TO WHOMSOEVER IT MAY CONCERN
This is to certify that Mr. Anup.C.Rai of P.I.B.M- Pune PGDM Batch
2016-18 has successfully completed his/ her summer internship under the
guidance of Mr. Prince Maheshwari for a duration of 10 weeks, from 20th
May to 20th
July, 2017.
During his tenure with us, we found him Punctual, Hardworking and
Goal oriented.
We wish him all the very best for future endeavors.
Signature
Name
Designation
Organization seal

4. 3
CERTIFICATE
This is to certify that Mr. Anup.C.Rai PGDM (2016-18 Batch) a student
of P.I.B.M- Pune Institute of Business Management, Pune has undertaken
the project on “Study of customer buying behavior in confectionary
product with respective Britannia biscuits in modern trade at Surat,
Gujarat”. The survey, data collection, & analysis work for preparing the
project has been carried out by the student in partial fulfillment of the
requirements for the award of PGDM, under my guidance and supervision.
I am satisfied with the work of Mr. Anup.C.Rai.
Date:
Faculty Mentor’s Name:
Prof. G. Pravin kumar
(Signature)

5. 4
ACKNOWLEDEGEMENT
This project has been an honest and dedicated attempt to the make the analysis on marketing
materials as authentic as it could. And I earnestly hope that it provides useful and workable
information and knowledge to any person reading it.
During this period, I had the pleasure of working closely with accomplished organization people
who shared with me their experience and helped me in completion of my research.
I express sincere thanks to my project guides Mr. Prince Maheshwari and my institute faculty Mr.
G. Pravin Kumar for guiding me.
Lastly I am grateful to my parents who have been my mentors and motivation. I am also thankful
to all my batch mates who have been directly or indirectly involved in successful completion of
this project.
Signature of the student
(Anup.C.Rai)

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List of content
Table of Contents
List of content................................................................................................................................................ 5
EXECUTIVE SUMMARY ....................................................................................................................... 7
ABOUT THE SECTOR................................................................................................................................. 9
Basic overview of the industries................................................................................................................ 9
Major players........................................................................................................................................... 11
ABOUT THE COMPANY.......................................................................................................................... 12
overveiw .................................................................................................................................................. 12
History: ........................................................................................................................................................ 13
Vision and Mission:...................................................................................................................................... 13
Mission: To dominate the food & beverage market of India through a profitable range of “tasty yet
healthy” products by making every Indian a Britannia consumer............................................................... 14
Management ............................................................................................................................................... 14
LITERATURE REVIEW ............................................................................................................................ 22
Consumer buying behavior: - Consumer buying behavior is the sum total of a consumer's
attitudes, preferences, intentions, and decisions regarding the consumer's behavior in the marketplace
when purchasing a product or service. The study of consumer behavior draws upon social science
disciplines of anthropology, psychology, sociology, and economics.................................................. 22
Standard behavioral model: - The standard model of consumer behavior consists of a methodical
and structured process. Let's take a brief look at each step.................................................................. 22
OBJECTIVES.............................................................................................................................................. 24
Project Scope ............................................................................................................................................... 25
Methodology................................................................................................................................................ 25
Sales and distribution trade strategy: ................................................................................................... 30
Research Methodology: ............................................................................................................................... 31
Type of research .......................................................................................................................................... 31
How it is different from other research?...................................................................................................... 31
DEPENDENT VARIABLE......................................................................................................................... 31
INDEPENDENT VARIABLES .................................................................................................................. 32
LINK BETWEEN DEPENDENT AND INDEPENDENT VARIABLE.................................................... 32
Project Title: Study of customer buying behavior in confectionary product with respective
Britannia biscuits in modern trade at Surat, Gujarat.................................................................... 32
RESEARCH MEANING: - .......................................................................................................... 34
Research Definition: -........................................................................................................................ 34

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Research Design: - ............................................................................................................................. 34
RESEARCH DESIGN:...................................................................................................................... 35
..................................................................................................................................................................... 35
PROJECT METHODOLOGY .................................................................................................................... 36
PRO’s of the Britannia biscuits in modern trade............................................................................ 36
SRO’s of the Britannia biscuits in modern trade............................................................................ 36
DATA COLLECTION INSTRUMENT ..................................................................................................... 36
STATISTICAL TOOL USED FOR ANALYSING THE DATA ............................................................... 37
SAMPLING TECHNIQUE ......................................................................................................................... 37
SAMPLE SIZE ............................................................................................................................................ 37
Questionnaire............................................................................................................................................... 38
Observation.................................................................................................................................................. 46
Recommendation......................................................................................................................................... 46
Learning....................................................................................................................................................... 47
Questionnaire............................................................................................................................................... 47
References.................................................................................................................................................... 48

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EXECUTIVE SUMMARY
The project which I got was Study of customer buying behavior in confectionary product with
respective Britannia biscuits in modern trade in Surat, Gujarat. We started this project on 20th
of
May 2017. I worked under Mr. Prince Maheshwari (external mentor), Mr. Hitesh Surti (TSM). I
started the project by visiting Big Bazar, Surat where I met with Miss Jankhana who is a promoter
of Britannia. She gave us all the information of the categories of product Britannia sold in big bazar
like biscuits, Dairy products, rusk, and cakes. She gives us the information about the SKU of the
products where in biscuit categories had 57 SKU and in cakes category there is 6 SKU. Each
company sold their biscuit in a category wise like Cookies, Cream biscuit, plain biscuit, Digestive
biscuit, sweet & salty biscuit.
Then we also learn what is share of shelf and how we calculate it. Share of shelf is the front portion
of the shelf where Britannia products are set up with competitor brand. We calculate it by counting
all the front facing products of Britannia on the all shelf except top row and lowest row and divide
them to total no. of front facing product of other brand and multiply them by hundred. We get the
Britannia share of shelf.
I calculate it and found that Britannia had 63.43% share of shelf in which Marie gold contribute
most SOS.
We will also calculate it category wise.
I also interacted with more than 150 customers in which we understand the purchasing behavior of
the customers.
I frequently visited all the 9 hypermarket store and understand how to take order in Hypermarket’s
and also get to know Margin of all channels like (Distributor Margin, Wholesaler’s Margin and
Hypermarket Margin).
Distributor Margin = 5%,
Wholesaler Margin = 10%,
Hypermarket Margin = 14%.
And also we came to know from TSM as what are the return policies like if any SKU is damaged
a purchase manager made a debit note of that SKU and send that to distributor than at a time of
next delivery a sales person came to delivery and also collect that damage SKU and dispose them
on AW point and in case of expiry product also this process is applicable he also told us how to
maintain all SKU in FIFO (First in First out) order. In every store stock that came first in the
warehouse will move first on the floor for sell.

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Also learnt about the work of aw point which is also known as distributor point where distributor
keep the stock, take the order from different hyper markets and sent the stock according to the
purchase order.
The name of that AW point firm is Ridhi sidhi enterprises, Hitesh sir also gave us a training on a
software of Britannia which is known as udaan, on that software we will do many tasks like making
bills of different hyper markets, taking order and making the entry of that order, checking the offers,
checking the focus product, making the credit note for the particular order and also used to see the
sales and for other tasks also. We got most of the training of that software and also understand
how to make bill of the order.
I also did a different promotional activities to enhance the sale of biscuits like trolley promotion
and also tried to sell combo biscuits.
I also did my research on the buying behavior of the customers where I prepared a questionnaire
and get it filled by the different customers who came to visit hyper market store.

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ABOUT THE SECTOR
BASIC OVERVIEW OF THE INDUSTRIES
Fast-moving consumer goods (FMCG) or consumer packaged goods (CPG) segment is the
fourth largest sector in the Indian economy. The market size of FMCG in India is estimated to grow
from US$ 30 billion in 2011 to US$ 74 billion in 2018.
Food products is the leading segment, accounting for 43 per cent of the overall market. Personal
care (22 per cent) and fabric care (12 per cent) come next in terms of market share.
Growing awareness, e
asier access, and changing lifestyles have been the key growth drivers for the sector.
Rural – set to rise
Rural areas expected to be the major driver for FMCG, as growth continues to be high in these
regions. Rural areas saw a 16 per cent, as against 12 per cent rise in urban areas. Most companies
rushed to capitalize on this, as they quickly went about increasing direct distribution and providing
better infrastructure. Companies are also working towards creating specific products specially
targeted for the rural market.
The Government of India has also been supporting the rural population with higher minimum
support prices (MSPs), loan waivers, and disbursements through the National Rural Employment
Guarantee Act (NREGA) programme. These measures have helped in reducing poverty in rural
India and given a boost to rural purchasing power.
Hence rural demand is set to rise with rising incomes and greater awareness of brands.
Urban trends

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With rise in disposable incomes, mid- and high-income consumers in urban areas have shifted their
purchasing trend from essential to premium products. In response, firms have started enhancing
their premium products portfolio. Indian and multinational FMCG players are leveraging India as
a strategic sourcing hub for cost-competitive product development and manufacturing to cater to
international markets.
Top Companies
According to the study conducted by AC Nielsen, 62 of the top 100 brands are owned by MNCs,
and the balance by Indian companies. Fifteen companies own these 62 brands, and 27 of these are
owned by Hindustan Unilever.
The top ten India FMCG brands are:
1.HUL
2.ITC
3.Nestlé_India
4.GCMMF(AMUL)
5.Dabur_India
6.Asian_Paints_(India)
7.Cadbury_India
8.Britannia_Industries
9.Procter_&_Gamble_Hygiene_and_Health_Care
10. Marico Industries
Road Ahead
FMCG brands would need to focus on R&D and innovation as a means of growth. Companies that
continue to do well would be the ones that have a culture that promotes using customer insights to
create either the next generation of products or in some cases, new product categories.
One area that we see global and local FMCG brands investing more in is health and wellness.
Health and wellness is a mega trend shaping consumer preferences and shopping habits and FMCG
brands are listening. Leading global and Indian food and beverage brands have embraced this trend
and are focused on creating new emerging brands in health and wellness.
According to the PwC-FICCI report Winds of change, 2013: the wellness consumer, nutrition
foods, beverages and supplements comprise an INR 145 billion to 150 billion market in India, is
growing at a CAGR of 10 to 12%.

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MAJOR PLAYERS
1. ITC Limited is one of the leading FMCG Company of India and has been in the industry
from last 100 years. Company has been involve in manufacturing Tobacco products and
has head office in Kolkata. Company is listed in stock market and 26000 employees are
associated with the company. ITC has excellent distribution network and its products sold
in remote villages of India.
Corporate Office – Kolkata, WB | Turnover – 7.0 Billion Dollar |Employees – 29000+ |
Business – Tobacco, Hotels and Personal care |Sector – Private Sector.
2. NESTLE India is a trusted FMCG company of India and has eight factories in India that
are equipped with modern machines and follow global production standards to maintain
high quality in product manufacturing. Nestle has over 140 years of experience and has
been awarded from prestigious awards because of their contribution.
Corporate Office – Vesey, Switzerland | Turnover – 87.0 Billion Dollar | Employees –
328000+ | Business – Food, dairy products and Coffee | Sector – Private Sector.
3. Parle Agro is India's largest FMCG Company and has been selling products at PAN India
network. Over the years company has launched popular brands like Frooti (mango drink),
Appy (apple drink), and Café Cuba (coffee soft drink) etc. and has won the heart of millions
of Indian. Top Bollywood stars are associated with the company and promoting products
on Indian Television. Company has been selling products in 50 countries and their
manufacturing units are equipped with world class facilities.
Corporate Office – Mumbai, Maharashtra| Turnover – 1 Billion dollar (Approx.) |
Employees – 2500+ | Business – Food items and beverages | Sector – Private Sector.
4. Britannia is a popular FMCG company of India and has a glorious history of 123 years.
Company has been manufacturing fresh, nutritious and flavor-rich products.
Company has annual revenue of Rs. 8500 and has been selling products at 4.2 million retail
outlets. Most of the product that Britannia manufactures are enriched with micro-nutrients.
In the year 1997, Britannia has started selling Dairy products and has captured huge market
share of dairy product industry. Because of excellent work company has won Golden
Peacock National Quality Award and the Ramakrishna Bajaj National Quality Award.
Corporate Office – Kolkata, WB | Turnover – 730 Million Dollar |Employees – 2000+ |
Business – Food items and dairy Products |Sector – Private Sector.
5. Marico is a popular FMCG company of India and been manufacturing Health and Beauty
based products. Company has head office in Mumbai and has annual turnover of 6000 crore.
Company has 8 manufacturing units located across PAN India. Marico has 26 years of
FMCG industry experience and has 3000 employees working in different segment of
company.
Corporate Office – Bandra, Maharashtra | Turnover – 850 Million Dollar |Employees –
1000+ | Business – Oil and personal Care |Sector – Private limited.

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ABOUT THE COMPANY
OVERVEIW
Britannia Industries Limited (A WADIA Enterprise) is an Indian food- product corporation
based in Bengaluru India. It sells its Britannia and Tiger brands of biscuit throughout India.
Britannia has an estimated market share of 38%.
The company’s principle activity is the manufacture and sale of biscuits, bread, rusk, cakes and
dairy products.
The company was established in 1892, with an investment of ₹265. Initially, biscuits were
manufactured in a small house in central Kolkata. Later, the enterprise was acquired by the Gupta
brothers mainly Nalin Chandra Gupta, a renowned attorney, and operated under V.K Brothers." In
1918, C.H. Holmes, an English businessman in Kolkata, was taken on as a partner and The
Britannia Biscuit Company Limited (BBCo) was launched. The Mumbai factory was set up in 1924
and peak France UK, acquired a controlling interest in BBCo. Biscuits were in high demand during
World War II, which gave a boost to the company’s sales. The company name finally was changed
to the current "Britannia Industries Limited" in 1979. In 1982 the American company Nabisco
Brands, Inc.
Acquired the parent of peak France and became a major foreign shareholder. The contribution of
this position was of Bhavya Chugh and his family.

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History: The company was established in 1892, with an investment of ₹265. Initially, biscuits
were manufactured in a small house in central Kolkata. Later, the enterprise was acquired by the
Gupta brothers mainly Nalin Chandra Gupta, a renowned attorney, and operated under V.K
Brothers." In 1918, C.H. Holmes, an English businessman in Kolkata, was taken on as a partner
and The Britannia Biscuit Company Limited (BBCo) was launched. The Mumbai factory was set
up in 1924 and peak France UK, acquired a controlling interest in BBCo. Biscuits were in high
demand during World War II, which gave a boost to the company’s sales. The company name
finally was changed to the current "Britannia Industries Limited" in 1979. In 1982 the American
company Nabisco Brands, Inc.
Acquired the parent of peak France and became a major foreign shareholder. The contribution of
this position was of Bhavya Chugh and his family.
Currently, Britannia Industries Ltd. is one of the best and top brands in the FMCG sector for
food products. It is amongst the top 10 FMCG companies and also the most preferred brands
in the country.
A preferred consumer brand
– More than 2000 people bite into Britannia biscuit every second
– Voted the 2nd most trusted Food brand by brand equity survey 2 years in a row.
Wide range of products and Customer Audience
– Products range from Rs 1 to Rs 500
– From Mass Brands- Tiger to Premium Brands like Pure Magic
Brands in Health portfolio enjoy close to 70% market share in select markets. Apart from Biscuits,
Britannia also offers a range of cakes, rusks and bread.Britannia is currently also into dairy products
like cheese, butter, ghee, milk, milk powder etc. Britannia has now integrated its biscuits department
with the dairy department and has been using the ACD (Automatic call distribution) channel for its
distribution purpose of both the products.
Vision and Mission:
Vision: to dominate the food and beverage market in India with a distinctive range of “Tasty yet
healthy Britannia brands”

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Mission: To dominate the food & beverage market of India through a profitable range of “tasty
yet healthy” products by making every Indian a Britannia consumer.
Management

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Britannia Dairy: Product Portfolio
A) Britannia Cheese-Salient Features
Cow’s Milk Product
Cheese eating was predominantly a European phenomenon and is more an acquired food in India.
The physical parameters like Color, Taste, Mouth Feel etc., is dependent on the type of milk used
to make cheese. Cheddar Cheese world over is made from Cow’s milk.
Britannia Cheese is made from Cow’s milk.
100% Vegetarian
Rennet is an essential ingredient in cheese making which helps in the coagulation of raw milk into
Cheese Curds & milk solids. Rennet can be either drawn from the stomach of young mammals, or
can be of a bacterial origin.
Britannia Cheese is made with Bacterial rennet making the product completely vegetarian
Exclusive Recipe
Britannia Cheese is made with a recipe which is developed post extensive research in trying to
understand the Indian Palette, which is made to deliver great tasting product. Also it is made from
one of the largest factories of cheese in India.
This recipe is exclusive to Britannia Cheese.

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All India Distribution
Cheese requires a cold chain where the product during transport needs to be either insulated or
kept at a temperature between 0-4 degrees C.
Britannia Cheese has a nationwide reach with a large network of Cold Chain
Variants in cheese
Processed Cheese
Processed Cheese takes natural cheese and processes it to change the texture and characteristics.
Other ingredients are often added, like emulsifiers, whey, and colors.
Britannia Cheezza
Specialty Cheese made from processing Cheddar with Mozzarella (Original Pizza Cheese).
This fusion gives a great tasting product which is more palatable to the Indian taste. Also, the
storing of cheese becomes much easier, which is above 0-4 Degrees C. (Mozzarella has to
be stored in Sub Zero Temperatures)
- Soft and Light Cheese
- High Moisture Content
- Stretchy in Nature
Britannia Cream cheese
Specialty Cheese made from processing Cheddar with cream. Typically North American cheese,
finds a wide application in a lot of recipes, from Cheese Cakes, Desserts, to fillers etc. Britannia
Cream cheese is the only Indian Cream cheese.
– Main Ingredient is Cream cheese (a soft variety of cheese)
– Deliciously creamy and soft
– Creamy white in complexion
– Very smooth and luxurious to taste.
– Fat-29%

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– No Sugar

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Pop-able cheese/ Party Cubes
Britannia cheese cube comes in plain and flavored forms and is a great product. A good
accompaniment with Alcohol & Wine (A minibar Essential).Each cube comes in fresh wrap with
an easy-to-tear tape. Provides great snacking opportunity; Comes in classic and special flavors.
Cheese Slices
Slices-packed in individual shrink wrap; Every Slice of Cheese is made out of one glass (100ml) of
Cow’s
Milk. Rich yellow in color and pleasant cheesy
taste. Cheese Spread
Spreads-Smooth and creamy in texture, good aroma and comes in special flavors.
SKUs Weight Shelf Life
Slices 100g, 200g, 480g 9 months
Cubes 108g ,200g 9 months
Spreads 75g ,150g,180g 9 months
Blocks 200g,400g,1kg 9 months
Table 1: Cheese SKU’s and Shelf Life
Figure 2: Britannia cheese offering

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B) Britannia Butter
Salient Features
– Pasteurized Table butter
– Rich yellow color
– Rich creamy taste
– Iodized salt is added
– Milk fat-80%.
– No Sugar.
Table 2: Butter SKU’s and Shelf life
C) Britannia Milk
– Ultra High Treated Britannia Milk is heated above 1350 C to make it bacteria free and
ambient
.Packed inside Tetra pack with 6 layers of total protection.
– Also available in Slimz range with 0% Fat and 0% Cholesterol
– Most convenient and pure milk in 1 liter pack

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Figure 3: Britannia milk offerings

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D) Britannia Ghee
– Ingredient is Cow’s Milk Fat
– Color is golden yellow.
– Very fine grains
– Goodness of Cow’s milk
– Rich aroma
– Milk fat-99.7%,Vit.A-700mcg/100g
Table 4: Britannia Ghee SKU’s and Shelf Life

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LITERATURE REVIEW
Consumer buying behavior: - Consumer buying behavior is the sum total of a consumer's
attitudes, preferences, intentions, and decisions regarding the consumer's behavior in the
marketplace when purchasing a product or service. The study of consumer behavior draws upon
social science disciplines of anthropology, psychology, sociology, and economics.
Standard behavioral model: - The standard model of consumer behavior consists of a methodical
and structured process. Let's take a brief look at each step.
1. Problem recognition - The first step is problem recognition. During this step, the consumer
realizes that she has an unfulfilled need or want. Let's use the example of a consumer who
has just been informed by her mechanic that fixing her car will cost more than it's worth. Our
consumer realizes that she now has a transportation problem and wants to fulfill that need
with the purchase of a car.
2. Information search - The next step is to gather information relevant to what you need to
solve the problem. In our example, our consumer may engage in research on the Internet to
determine the types of vehicles available and their respective features.
3. Evaluation - After information is gathered, it is evaluated against a consumer's needs, wants,
preferences, and financial resources available for purchase. In our example, our consumer
has decided to narrow her choices down to three cars based upon price, comfort, and fuel
efficiency.
4. Purchase - At this stage, the consumer will make a purchasing decision. The ultimate
decision may be based on factors such as price or availability. For example, our consumer
has decided to purchase a particular model of car because its price was the best she could
negotiate and the car was available immediately.
E.Larid (1974) classified the relative importance of self and ideal self-image to the purchase
intensions of consumers. He concludes that self-image and ideal self-image tend to be positively
correlated in overall subjects, the purchase of some product tend to be more correlated with self-
image than with ideal self-image where as in some other produce the purchase intention rends to the
more correlated with ideal self-image.
Sengupta explains the brand image as the totality of the impressions about the brand which includes
physical, functional and psychological aspect of the brand (1990).
Mery Paule of brand image and cells ‘Brand thoughts and it constitute the image of the brand’. But
not all consumers look at these aspects.
 Sarangpani, A. And Mamatha, T. “Rural Consumer Behavior with Regard to Selected FMCGs
Consumption Patterns and Brand Usage: A Study”, the ICFAI University Journal of Brand
Management, Vol. V, No 3, Sept 2008, p 22-61 - There are two distinct segments of consumers in

24. 23
the rural market. Sarangpani et al (16) studied that one set of rural consumers is less educated or
even illiterate. They cannot read, write or understand with ease. They do not buy branded products.
They have their own method of identification of products and communication with the retailers. For
instance, they ask for Erra Sabbu (for Lifebuoy), Pacha Sabbu (for Nirma), Neeli Sabbu (for Rin),
etc. Rarely do they purchase branded packaged goods and values associated with them. On the
contrary, there is a different segment of consumers, the younger 18-35 years age group; they are
educated, more mobile and have urban exposure. They are brand conscious. They ask for brands of
their choice. Their brand usage and recall rate is comparable to their counterparts in the urban areas.
 Roopa, DB. “Customer Expectation and Perception: A Study of Retail Sector of Haryana State”,
the ICFAI University Journal of Consumer Behavior, Vol III, No 3, Sept 2008, p 47-54 - Modern-
looking equipment’s and fixtures, physical facilities, the ambience and store layout are required up
to the mark by the 57 retail stores. Roopa Devi (20) analyzed the consumer behavior, their
expectations and the services actually provided by retail stores of Haryana. If the retailers of Haryana
provide high quality merchandise according to the needs and wants of the customer, then they would
be able to satisfy and retain the customers.
 Seung-Eun, L.Kim, KPJ and Sherri, GA. “Small-town Consumers’ Disconfirmation of
Expectations and Satisfaction with Local Independent Retailers”, International Journal of Retail and
Distribution Management, Emerald Group Publishing Ltd, Vol 36, Issue 2, 2008, p 143-157- Most
of the strategies performed by small-town independent retailers did not meet their local consumers'
expectations. Specially, merchandise assortment and availability, such as offering a unique and large
selection of products, showed the largest discrepancy between respondents' expectations and
retailers' performance, indicating that independent retailers are not meeting their consumers' needs
in these areas. Seung-Eun et al (23) observed that the participants who were satisfied with their
independent retailers, shopped locally, were strongly attached to their communities, and were willing
to support their local independent retailers.

25. 24
OBJECTIVES
Client: customers who visited hyper market.
This project primarily supports two phases namely,
1. Achieving the sales objectives as assigned by company.
2. Studying the consumer buying behavior in confectionary product with respective Britannia
biscuits in modern trade.
 This project is under the modern trade department of the company and focuses on increasing
sales of Britannia products in the modern trade. As the Britannia dairy also has now been
integrated with Britannia Industries there is a need for creation of awareness also in the
consumer market for the dairy products of Britannia.
 The primary goal of the project is to increase awareness amongst consumers for the products
of Britannia as well as study the consumer behavior when they buy Britannia products as
well as the expectations of the consumer from the company while buying the products. The
market needs to be penetrated completely by knowing the competitors and evaluating their
business model.

26. 25
Project Scope
1. The project covers Surat region with focus on developing Modern Trade for
Britannia
2. Major focus is on pitching customers to know their buying behavior, selling
Britannia products, understand the supply chain strategy, promotional
strategy working on the Britannia software Udaan and perform different
promotional activities.
Methodology
In order to comply with the objectives and to achieve them, certain steps have to be followed. So
the methodology will include the steps or methods used or which we will be using during the
course of the project to achieve the objectives. So we will be discussing the steps taken for
achieving each objective.
a) To understand the industry and the market
Before the beginning of any project regarding any industry, it is very essential that we have a
proper know-how about the industry and the industry in which the company is enjoying. So for
accomplishing this, a thorough research about:
a. The cookies and journal industry: Gamers and Market Potential
b. Britannia and its business in the industry
c. Products, Excellent, Costs, Submission Program, Transaction Program, Current Customers.
d. Competitors and their industry stocks, Excellent, Costs, Submission Program,
Transaction Program, Current Customers.
b) Modern trade for Britannia Products
Modern trade are hypermarkets that retail Fast Moving Consumer Goods (FMCG) goods. Also
known as organized retail, this retail format started in India in the early 1990s. There are some
hypermarkets like big bazar, D-Mart, Star Bazar, Dhiraj sons etc. through which Britannia sold
their goods. This trade is also known as modern trade. To manage the products of Britannia
promoter was appointed for each store to maintain the stock, sell the products and to check the
offers on products. This is the modern way of selling goods.

27. 26
c.) To interact with consumers and understand their buying behavior/pattern
and expectations.
During this process of selling products in store, it was very important that we know what are
customer want, need is, his purchasing actions, the customer, powerful and all the aspects
impacting the purchasing actions like public etc. For this, a small study had been performed by
making them complete a set of questions while interacting with them and selling goods to them.
Certain customers were product devoted toward their particular brand and they don’t want to
switch to other brand, but many were willing to change owing to the low costs that Britannia was
providing, in the customers mind because in order to have a large arrive at, Britannia had designed
its own competition. People recommended purchasing from such meals bazaars rather than the
suppliers. Certain customers desired a longer credit times which Britannia can't offer, so we had
to get rid of such useful customers. Various other styles in customer purchasing actions were
found and from that we could comprehend the client objectives and try to persuade him in the
way that he would be willing to change. So this is how we could comprehend the individual purchasing
actions.
d) Understanding the distribution channel of Britannia and its competitors.
Distribution channel plays a very important role for any organization. If the distribution is not
proper, no company can make profits. Hence in order to do sales, you need to know the company’s
distribution channel and work accordingly. In modern trade and general trade use a two level
distribution system from supplier to distributor to wholesaler/hyper market and finally to
customers.
Figure 7: Britannia Distribution channel 2 level
Britannia
depo
Distributor
Wholeseller/
Hyper
market
Customers

28. 27
Supplier Distributor Customers
But In ACD we have a one level distribution channel i.e. from the company to the distributor and
from the distributor to the consumer. This helps the company in cost cutting and increasing the
profits.
Supplier Distributor Customer
Figure 8: Britannia Distribution channel 1 level
So following are the functions of the distribution channel:
1.) Linking up with hyper market store to sold out product.
2.) Deciding the Profit Margin
3.) Taking purchase orders
4.) Placing and taking order
5.) Delivery
6.) After sales support and feedback
CHANNEL DESIGN:
So once the distribution network is understood it is very important to understand the channel
design which is followed. The diagram below gives u an idea about the channel design:
Figure 8: Britannia Channel Design
Analyze customer needs
Setting Channel
objective
Identifies major
alternatives
Evaluation of alternatives

29. 28
Analyze Customer Needs:
It is very essential first o understand the type of requirement of the customer and its needs. For this
the consumer buying behavior also has to be understood. Based on the needs the further process of
targeting the customers and all can be accomplished.
Setting channel objective:
The channel objective is to be set i.e. for what has the channel been used for. Like the Modern
Trade channel has been used for targeting hyper markets like Big Bazar, D-Mart, and Star Bazar
and to increase the profit margin by increasing the sale through this distribution network.
Identify Major Alternatives:
Alternatives in this case can be of three types:
• Intensive
• Selective
• Extensive
Intensive distribution
Distribution through every reasonable outlet available - FMCG
Selective distribution
Multiple, but not all outlets in the market a few select outlets will be permitted to keep the
Products Outlets selected in line with the image the company wants to project Preferred for
high value products.
Exclusive Distribution
Highly selective choice of outlets - may be even one outlet in an entire area.
Evaluation of Alternatives:
Finally we check if there are any alternatives and select the best alternative from the same.

30. 29
e) Understanding distribution bottlenecks and ways to eliminate them
Distribution is the most essential of all the function. You produce brings, you take purchases
orders, do everything but what if the inventory is not provided, you will lose your customer. So
it is essential to understand the bottlenecks and remove them. Sometimes it happens that the
purchase has been placed but the supplier does not have the inventory, than in such situations to
persuade the consumer for a late distribution is very essential. So to sustain awesome connections
with the consumer is also essential. In case of immediate transport, wherein the day of submission
is different but the consumer wants the distribution the next day, you have to organize something
somehow from some other supplier and get it provided or individually have to provide it to them.
A frequent upgrade about the every week need of the consumer is essential and accordingly the
inventory is requested for the supplier. All the factors have to be taken care of while the
submission. The transaction period, selection of cheques and various other factors have to be
consistently followed up. So it is essential to sustain a good connection with the consumer
and the supplier to be able to get our performance done.
So as we can see here to achieve all this objectives the best mans was personal selling.
Personal selling not only helps to achieve the sales but also helps in establishing a strong
relationship with the customer which is very much essential for any organization to gain
success.
My area was Surat Gujarat region. The
Process followed by me is:
1. Go to Big bazar of Surat interacting with the customers and selling them goods of britannia
2. Promote the Britannia Dairy Products and convey their benefits over
the competitor’s products to customers
3. Convince them to buy the product, if they are interested tell them to purchase the
product.
4. Visit to other stores also like D-Mart, Star Bazar for purchase order.
5. Once the purchase order has been given, convey it to the TSM, he will make the bill and
the order will be delivered the next day.
6. Follow up next day regarding the delivery of the product and feedback.

31. 30
Sales and distribution trade strategy:
There is a basic hierarchy that exists in Britannia sales.
Sales
General Trade
1. Kirana
2. Kiosk
Modern Trade
1. Big retail chain outlets(eg:
Dmart etc)
Alternate channel
Distribution(ACD)
1. Railways
2. Airports
3. Govt organizations
4. Airports
5. Multiplexes

32. 31
Research Methodology: The research is a descriptive research for the assessment of the
level of consumer satisfaction towards the Britannia biscuits. A non-probability based sample is used
because the feedback of every respondent was required. The quality of the information depends on
various other factors such as frequency of receiving services by the companies, simplicity and ease
of consume biscuits and relevance of information in meeting which are the independent factors.
Type of research
This research was a descriptive Research in which a detailed survey of offices, shop & institutes.
Descriptive research is “aimed at casting light on current issues or problems through a process of data
collection that enables them to describe the situation more completely than was possible without
employing this method”. Descriptive research is rigid, well structure and well planned and uses
quantitative techniques like questionnaires, structured interviews, data analysis etc.
How it is different from other research?
Exploratory research is used when there is no or little knowledge of the information required or
research problem. Unlike descriptive research which uses quantitative techniques, exploratory uses
qualitative technique to get insight of the subject for example expert opinion, case studies, focus
groups, syndicated research etc. the result of exploratory research are not used in direct decision
making. Then the question arises why to do exploratory research in the first place? Well the answer
is the core goal of exploratory research is to equip with enough information to facilitate plan a format
research design correctly.
Whereas causal research is used to find cause and effect relationship between variables. It is also
sometimes referred as “If and Then” method. In this type of research, the marketer tries to understand
the effects of manipulating independent variable on other dependent variable. Causal research uses
field and laboratory experimentation techniques to achieve its goals
DEPENDENT VARIABLE
In this research project study the dependent variable is “LEVEL OF CONSUMER
SATISFACTION”.

33. 32
INDEPENDENT VARIABLES
Independent variable depends upon “LEVEL OF CONSUMER SATISFACTION” that is received
through following
Aspects such as frequency of receiving communication, simplicity and ease of receiving
communication, reliability of information received, relevance of information in meeting etc.
These different aspects are measured on likert scale from strongly agree to strongly disagree.
LINK BETWEEN DEPENDENT AND INDEPENDENT VARIABLE
Level of consumer satisfaction depends on clarity of information which is received by the respondent
through the survey.
Project Title: Study of customer buying behavior in confectionary product with respective
Britannia biscuits in modern trade at Surat, Gujarat.
Type of Scale Convenience scale
Sample size 100 Respondents
Sample Universe Surat, Gujarat
Sample Store Big bazar, D~Mart, Dhiraj son’s
Type of data Primary and secondary
Data collection tool Structured Questionnaire

34. 33
Analysis and interpretation MS excel
Data collection method Survey Method

35. 34
RESEARCH MEANING: -
Research is an art of scientific investigation. It is regarded as systematic efforts to gain new
knowledge. The dictionary meaning of research is “a careful investigation or enquiry especially
through search for new facts in any branch of knowledge.”
Research Definition: -
According to Clifford woody, “research comprises defining and redefining problems, formulating
hypothesis or suggested solutions, collecting, organizing and evaluating data, making deductions
and reaching conclusions, and at last carefully testing the conclusions to determine whether they
fi the formulation hypothesis.
Research methodology is a way to systematically solve the research problems.
Research Design: -
A research design is the arrangement of condition for collection and analysis of data in a manner
that aims to combine relevance to the research purpose with economy in procedure. Research
design means adopting that type technique of research which is most suitable for the research and
study of the problem. For the research of the problem proper material has to be selected and
collected for the investigation.

36. 35
RESEARCH DESIGN:
Defining the research problem and
identify the research objectives
Selection of the data collection method.
Selection of the Sample
Selection of the method of Analysis
Making respondent aware about the
research
Data collection
Data analysis
Reporting

37. 36
PROJECT METHODOLOGY
PRO’s of the Britannia biscuits in modern trade.
“Study of customer buying behavior in confectionary
product with respective Britannia biscuits in modern
trade at Surat, Gujarat.”
SRO’s of the Britannia biscuits in modern trade.
SROs are the factors which we analyze while purchasing any product from the market. The
secondary research objectives for confectionary product with respective Britannia biscuits in
modern trade are explained below:
 SRO 1: To determine how the hypermarket footfall size affect the purchase of Britannia
Product.
 SRO 2: To determine how the price offered by the distributor affect the purchase of
Britannia biscuits.
 SRO 3: To determine how the Offer prepared for Customers the purchase of Britannia
biscuits.
 SRO 4: To determine how the quality offered by Britannia industries affect the
purchase of Britannia biscuits.
 SRO 5: To determine how many output points are required in the Britannia product.
DATA COLLECTION INSTRUMENT
The survey method was used for the researcher; the personal interview were conducted with the
help of a structured questionnaire.

38. 37
STATISTICAL TOOL USED FOR ANALYSING THE DATA
Parentage method
Graphical Representation using figure & Bar diagram
SAMPLING TECHNIQUE
Non-probability sampling was adopted to conduct the survey. Customer were selected on the basis
of ease to access. So convenience sampling was carried out for collecting primary data.
In this method a desired number of sample unit is selected deliberately or purposely depending
upon the object of the enquiry, so that only the important items representing the true characteristics
of the population are included in the sample.
SAMPLE SIZE
A sample size of 100 respondents was interviewed through the interactive methodology. The
interaction was limited to 5-10 minutes wherein discussion happened about the consumer behavior
towards Britannia biscuits or Britannia product. Also question related to various brand presences
and their purchase intention was posed.
Sample Universe: Hypermarket’s of Pune

39. 38
Questionnaire
Inference : It was inferred from the above question that 40% people like consume when he/she
are hungry, 35% people like consume for time pass and 25% people like consume as a Snacks.
35%
25%
40%
Q1. Why you prefer eating Biscuits?
Time pass
Snacks
When Hungry

40. 39
Inference: It was inferred from the above question that 30% people like to consume Parle, 21%
people like to consume ITC, 32% people like to consume Britannia, 12% people like to consume
Cadbury, 4% people like to consume Mcvities and 1% people like to consume other confectionary
Brands.
32%
21%
30%
12%
4% 1%
Q2. Which brand biscuits you like to consume?
Britannia
ITC
Parle
Cadeburry
Mcvities
other's

41. 40
Inference: It was inferred from the above question that 51% people like to consume twice in a
day, 27% people like to consume once in a day, 13% people like to consume thrice in a day, 9%
people like to consume more than 3 time in a day.
Inference: It was inferred from the above question that 68% families like to consume biscuits,
20% children like to consume biscuits, 7% mother like to consume biscuits, 5% father like to
consume biscuits.
27%
51%
13%
9%
Q3. How many times a day you consume
biscuits?
Once
Twice
Thrice
More than 3 times
68%
7%
5%
20%
Q4. Who all from your family consume biscuits?
All
Mother
Father
Children

42. 41
Inference: It was inferred from the above question that 31% mothers like to consume Nutri choice,
27% mothers like to consume Marrie gold, 21% mothers like to consume Good day, 14% mothers
like to consume 50-50, 4% mothers like to consume Nice time and 3% mothers like to consume
Bourbon Biscuits.
Inference: It was inferred from the above question that 29% fathers like to consume Nutri choice,
27% fathers like to consume Marrie gold, 16% fathers like to consume Good day, 23% fathers like
21%
31%
27%
14%
4%
3%
Q5. Which Britannia biscuits is your Mother
favorite?
Good day
Nutri_choice
Marrie_Gold
50-50
Nice_time
bourbon
16%
29%
27%
23%
4%
1%
Q6. Which Britannia biscuits is your father
favorite?
Good day
Nutri_choice
Marrie_Gold
50-50
Nice_time
bourbon

43. 42
to consume 50-50, 4% fathers like to consume Nice time and 1% fathers like to consume Bourbon
Biscuits.
Inference: It was inferred from the above question that 35% children like to consume Bourbon,
24% children like to consume Good day, 18% children like to consume Jim_Jam, 8% children like
to consume Milk_bikis, 6% children like to consume chocochip, 5% children like to consume
Tiger glucose, 2% children like to consume Tiger crunch and pure magic Biscuits.
24%
18%
2%35%
6%
2%
5%
8%
Q7. Which Britannia biscuits is your Children
favorite?
Good day
Jim_Jam
Pure Magic
Bourbon
choco_chip
Tiger_crunch
Tiger_glocose
Milk_Bikis

44. 43
Inference: It was inferred from the above question that 73% families like to consume Britannia
Rusk, 21% families like to consume Parle Rusk and 6% families like to consume Other Rusk
Brand.
73%
21%
6%
Q8. Which Brand Rusk you and your family like
to consume?
Britannia
Parle
Other
70%
19%
11%
Q9. Which Brand Dairy products you and your
family must like to consume?
Amul
Britannia
Other's

45. 44
Inference: It was inferred from the above question that 70% families like to consume Amul Dairy
product, 19% families like to consume Britannia Dairy products and 11% families like to consume
Other Dairy products.
Inference: It was inferred from the above question that 81% families like to consume Amul dairy
product for the Brand loyalty, Price, Product Quality, packaging, 9% families like to consume
Amul dairy product for the affordable Price, 6% families like to consume Amul dairy product for
the Brand Loyalty, 3% families like to consume Amul dairy product for the Product Quality, 1%
families like to consume Amul dairy product for the Packaging.
6%
9% 3%
1%
81%
0%
Q10. According to your perception why do you
like to Consume Amul Dairy Product's?
Brand Loyalty
Price
Product Quality
Packaging
All
Other's

46. 45
Inference: It was inferred from the above question that 6% families like to consume Britannia
dairy product for the Brand Loyalty, 68% families like to consume Britannia dairy product for the
Product Quality, 21% families like to consume Britannia dairy product for the Packaging.
11%
0%
68%
21%
0%0%
Q11. According to your perception why do you
like to conume Britannia dairy Products?
Brand Loyalty
Price
Product Quality
Packaging
All
Other's

47. 46
Observation
 Lower market share for Britannia in dairy segment in Surat, Gujarat.
 Heavy expenditure on advertising and marketing.
 Me-too products produced by many companies.
 Lower price offering competitors can affect Britannia's market share.
 It is observed during the research that given the right environment and a correct emotional
connect with customers, anything is possible , as Big Bazaar did by celebrating Sabse Sasta
Din On 26th January, Wednesday Bazar and attracted the unexpected crowd.
Recommendation
 Focus on chocolate segment product to match up with competitors i.e ; Nestle &
Mondelez food
 Work on pricing on the dairy products to capture more market share in Gujarat.
 Focus on overseas market : It is established in Indian market only, They take subsidiaries
from Dubai & Oman.
 Regular follow of order by depot manager in Surat, Gujarat.
 Frequent visit of store promote to enhance visual merchandising activity in Surat,
Gujarat.
 Make lowest price product in the all SKU of dairy segment to cater bottom of the
pyramid.
 Increase market share in the dairy segment in Surat, Gujarat.

48. 47
Learning
 Distribution strategy of modern trade.
 Calculation of share of shelf.
 How to take orders in modern trade.
 Understand format of all three trades (Modern Trade, General Trade, ACD Trade).
 How to maintain debit bill in modern trade.
 How to do Floor display in modern trade.
 How to maintain FIFO.
 How to calculate share of shelf.
 Understand margin of Distributor, wholesaler and hypermarket.
 Understand of the difference between D~mart and Big bazar strategy.
 Learnt how to work on UDAAN Software of Britannia.
Questionnaire
1. Why you prefer eating biscuits?
2. Which brand biscuits you like to eat?
3. How many times a day you eat biscuits?
4. Who all from your family eat biscuits?
5. Which Britannia biscuits is your Mother favorite?
6. Which Britannia biscuits is your father favorite?
7. Which Britannia biscuits is your Children favorite?
8. Which Brand Rusk you and your family like to eat?
9. Which Brand Dairy products you and your family must like to eat?
10. According to your perception why do you like to Consume Amul Dairy Product's?
11. According to your perception why do you like to consume Britannia dairy Products?

49. 48
References
 www.moneycontrol.com
 www.ibef.org
 www.britannia.com
 www.forbes.com
 www.scribd.com
 www.educba.com
 www.brandalyzer.blog
 www.rasci.in
 www.pwc.in