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SUBMITTED BYGROUP 12

AUDREY MARTINA ALEX

MOLAMMA ABRAHAM

NOBIN P MATHEW

SALU P KUMAR

A study on consumer buying

behavior towards sunfeast darkfantasy


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INDUSTRY PROFILE

In India the biscuit industry started in the middle of the 19th century. In 1887, the first bakerywas set up in India. There were four factories during Second World War. The Second WorldWar helped the industry to prosper with an increase for its products both for military andcivilian consumption. After the Second World War the biscuit production in India increasedrapidly. Now there are more than 31 units in the organized sectors but also there are may besmall scale sectors involved in biscuit productions. Biscuit making is made adaptable tosmall-scale units because of the simple manufacturing process, easy availability of rawmaterials and the low cost involved in its production. The ingredients that go in its productionare wheat flour, sugar, leavening agents, permitted emulsifier, flavour and doughconditioners.

A survey conducted by the Institute of Industry and Market Research in New Delhi, indicatedthat during 1973-1974 there were about 180 units, manufacturing biscuits in the factorysector and about 3000 units in the family sector. By now it should be twice the figure.

The well-known companies which produce biscuits are: Aurofoods (true) Bakemans Britannia industries limited Kellogs Kwality Nutrine (sara lee) Parle Smithkline beecham Sunfeast

EXPORT PERFORMANCE

India exports biscuits to the Middle East, African and other neighbouring countries. There isstiff competition from European countries. U.K. has been the major competitor as far as Indiain concerned.

IMPORT PERFORMANCE

Import of biscuits by general trade has been discontinued since years. However somequantities of biscuits are imported only by military and for other special purpose. The majorcountries from which these are imported are West Germany, Netherlands and U.S.A.


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COMPANY PROFILE

In July 2003, ITC made a foray into the biscuits market by launching the Sunfeast range of biscuits. Since then, Sunfeast biscuits have always stood for quality and are known foroffering innovative and wholesome biscuits. Sunfeast connotes happiness, contentment,satisfaction and pleasure. Within a span of 9 years, Sunfeast has established itself in almostall major categories of biscuits.

ABOUT THE PRODUCT

Sunfeast Dark Fantasy is the story of a brand which started its journey as a sub-brand andlater acquired the status of a standalone brand. ITC forayed into the biscuit market in 2003and Sunfeast Dark Fantasy was launched in 2005. It was only after four years, that ITCthought of taking the brand to the next level.

Dark Fantasy's success can be attributed to the careful detail with which the brand was built by ITC. ITC took a risk in positioning Dark Fantasy as a premium biscuit brand. The premium space was vacant in the Indian market and marketers was unsure how consumerswould react to a premium biscuit offering.

To do this, Sunfeast tried to build the brand among emotional platform taking on the proposition of ' Indulgence'. So here is a biscuit which would appeal to your sensuous selfand take you through an experience of indulgence. It was a risky proposition and ITC backedthe theme through some heavy campaigns.

The brand had the tagline Pure Indulgence when it was launched. The USP was the packaging. Dark Fantasy in a way assured in a new wave of packaging in the biscuit market.The bold use of colours and calligraphy supplemented the brand's positioning as a premium

biscuit. Later the tagline was changed to Escape into One ". Dark Fantasy had twin packaging - there is an outer cardboard box and individual choco fills had wrapper packaging. That gave the brand a premium touch.

Rather than restricting itself as a premium biscuit, Sunfeast Dark Fantasy tried to create aspace for itself by launching a new variety called Choco fills. Choco Fills are essentially

biscuits with chocolate filled inside. Although these types of biscuits were available,through smart packaging, Dark Fantasy brought lot of interest into this category. Now choco-fills are very popular that competitors like Parle had to launch a new brand in this category.

Buoyed with the customer response to Choco Fills, Sunfeast has extended this packagingstrategy to its Cookie category by launching Delicious brand of cookies.

Dark Fantasy can be termed as a packaging success story. The brand has showcased the power of packaging and its influence in the positioning and brand image


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Dark fantasy products are available in 5 variants

Dark fantasy chocolate

Dark fantasy vanilla Dark fantasy choco fills Dark fantasy coffee fills Dark fantasy choco meltz

MARKET SEGMENTATION

Level of segmentation used is differentiated segmentation. A differentiated marketing

strategy targets different market segments with specific marketing mixes designed especiallyto meet those segments' needs. Each mix includes a product, price, placement and promotional program customized specifically for a particular segment. The basis ofsegmentation is both demographic and behavioural. Under demographic segmentation is done

based on age and income. Being a premium biscuit brand product is mainly aimed at youngadults who belong to upper middleclass or high income group.

Another basis which is used for segmenting the product is behavioural i.e. benefit sought forthe product. Here it is self-indulgence .

TARGET GROUP

The product is aimed at targeting adults, mainly young fun loving adults. The targetingstatement of the dark fantasy product goes like this we are targeting the middle and highincome adults who are seeking self-indulgence

POSITIONING

The product is been positioned as a premium biscuit brand. The manufactures had made an

attempt to use the empty space in Indian market by introducing it as a premium brand.Position statement goes like this to the middle and high income adults who are seeking self-indulgence, our brand Sunfeast Dark Fantasy is a premium cookie cream biscuit that gives a

pure chocolate sensual indulgence for one to escape reality into exotic fantasies . Positioningthe product was difficult and risky as there was a huge uncertainty regarding the acceptanceof a premium brand. Heavy advertisement campaigns were used for the same.

THE TYPE OF PERSONALITY OF CONSUMER

The type of personality of the consumer involved in the purchase of the dark fantasy biscuits

are as follows: High expectation Innovativeness


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Open minded or low dogmatic Variety / novelty seeking Fun loving adults

CONSUMER PERCEPTION ABOUT THE PRODUCT

PRODUCT

The perceptions of consumers about the product are as follows Innovative product A new and unique experience like never before Better than competitors A premium biscuit brand

PRICE

Slightly on expensive side But its worth , being a premium product

PACKAGING AND LABELLING

Highly attractive and appealing New and makes the product unique Gives a luxurious aura to the brand

PLACE

Easy availability of the product as compared to the competing brands Available at convenient places

CONSUMER LEARNING ABOUT SUNFEAST DARK FANTASY

Heavy promotion strategy is used for communicating to the customers. The firm spendsnearly 35-40%of its turnover on advertisement and other promotion. The various type of

promotion strategy used for promoting the product are as follows: Print ads TV commercials Digital presence Outdoor advertisement ( hoardings) Visual merchandising

Inflight sampling

TV COMMERCIALS


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In 2005 , ad played around the idea of 7 cardinal sin New advertisements in 2010 , revolves around temptation , striked their matured

audience. No words or message conveyed.

Less informative in nature. Melodious and pleasant jingles used as background music an international imagery of sorts to the brand No celebrity endorsing

DIGITAL PRESENCE

Dark Fantasys Facebook Page boasts of a 1.4 million member strong with a veryimpressive engagement rate

Allowing users to download their jingles as ringtones.

Updating page with latest events and festivals.


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STATEMENT OF PROBLEM

A study on consumer buying behaviour of sunfeast dark fantasy biscuits and the impact of promotion activities on purchase decision.

OBJECTIVES OF STUDY

To understand the effect of promotion tools on consumer buying behaviour To analyse the important factors which have an influence on consumer buying

behaviour To understand the most preferred promotional tool among the customers To analyse various sources of information which creates brand awareness among

consumers

REVIEW OF LITERATURE

According to Macborgne Renel er- al, in his article entitled Creating New Market Spacemost companies focus on marketing and beating their rivals. As a result their strategies tendto take on similar dimensions. The authors say innovative company breaks free fromcompetitions by staking out fundamentally new market space that is by creating productsservices for which there are no competitions.

Hamel and Prahlad observe that there are three levels of competition viz.

Competition for intellectual leadership to get new ideas that may create newadvantages or new basis for competition.

Competition for translating such new ideas into commercial products and servicesfaster than other.

Competition for market share. According to these two authors the competition formarket share cannot be won unless formidable advantages are created at the first twolevels.

According to Adriyan Payan, The marketing mix concept is a well-established tool used as astructured by marketers. It consists of the various elements of a marketing programme whichneed to be considered in order to successfully implement the marketing strategy and positionthe product.

RESEARCH METHODOLOGY

The methods adopted by the researcher for completing the project are called ResearchMethodology. In other words, Research Methodology is simply the plan of action for aresearch which explains in detail how data is to be collected, analysed and interpreted. Datas

becomes information only when a proper methodology is adopted. Thus we can sayMethodology is a tool which process the date to a reliable information. The present chapterattempt to highlight the research methodology adopted in this project.


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RESEARCH DESIGN

A research design is an arrangement of conditions for collection and analysis of data in amanner that aims to combine relevance to the research purpose with economy in procedure.

Out of the research design said above the research design took for the study was DescriptiveResearch Design.

DATA COLLECTION METHODS

In this study the primary data collection method has been mainly used to collect data andsome secondary data sources were also used.

Primary data

Survey is the primary data collection method which has been used in the present study andthe data was collected with the help of a questionnaire. Survey method is the systematicgathering of data from the respondents survey is the most commonly used method of primarydata this is widely used because of its extreme flexibility, reliability and easiness of use. Themain purpose of survey is facilitate understanding or enable prediction of some aspects of the

population being surveyed.

Secondary data

Secondary data for the present study includes those data which has been collected fromsources like articles, internet and magazines.

SAMPLING INSTRUMENT

The instrument used to collect data for the study is a well-structured questionnaire.

METHOD OF SAMPLING

In this study non probability sampling has been adopted. Under the non-probability samplingconvenience sampling has been taken for the purpose of study. The sampling units are chosen

primarily on the basis of convenience to the researcher is known as Convenience Sampling.

SAMPLE SIZE

A sample size of 50 has been chosen for the study. The sample belongs to people in the agegroup between 20-30.


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DATA ANALYSIS AND INTERPRETATION

TABLE 1: AWARENESS ABOUT SUNFEAST DARKFANTASY

SI NO: AWARENESS NO: OFRESPONDENTS

PERCENTAGE

1 YES 50 1002 NO 0 0

50

FIG 1: AWARENESS ABOUT SUNFEAST DARKFANTASY

INFERENCE:

From the table it is understood that all the responents are aware about the product and hencewe could infer that the brand popularity is quite high and product is very much familiaramong the target group.

TABLE 2: HOW MANY VARIANTS OF DARK FANTASY ARE YOU FAMILIAR WITH

SI NO: NO: OF VARIANTS NO : OFRESPONDENTS

PERCENTAGE

1 Only 12 Only 2 2 43 Only 3 25 50

4 Only 4 20 405 All 5 3 6

YES

NO


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FIG. 2: HOW MANY VARIANTS OF DARK FANTASY ARE YOU FAMILIAR WITH

INFERENCE:From the table it is seen that most of the respondents are familiar with only 3 variants of darkfantasy i.e. 50%.while 40 % are familiar with 4 variants. Only 6% of them are familiar withall variants this can be attributed to the less availability of new variant i.e. choco meltz.

TABLE 3: MODE OF AWARENESS ABOUT THE DARK FANTASY PRODUCTS

SI NO : MODE NO: OFRESPONDENTS

PERCENTAGE

1 Shops 7 142 Advertisements 22 443 Friends 18 36

4 Others 3 6

FIG.3: MODE OF AWARENESS ABOUT THE DARK FANTASY PRODUCTS

4%

50%

40%

6%

only 1

only 2

only 3

only 4

all 5


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INFERENCE:

It can be inferred that 94% of respondents, which is a vast majority, are regular customers ofthe product.

TABLE 5: LEVEL OF SATISFACTION

SI NO: RESPONSE NO: OFRESPONDENTS

PERCENTAGE

1 Highly satisfied 7 142 Satisfied 29 583 Average 12 244 Dissatisfied 2 4

5 Highly dissatisfied 0 0

FIGURE 5 : LEVEL OF SATISFACTION

INFERENCE:It can be inferred that most of the consumers are satisfied with the product. While 24 % of therespondents say the product is an average one and only 4% of them are not satisfied with the

product.

TABLE 6: THE MOST IMPORTANT FACTOR THAT MOTIVATES THE CONSUMERTO BUY THE DARK FANTASY (REASON FOR BUYING)

SI NO : ATTRIBUTES NO: OFRESPONDENTS

PERCENTAGE

1 Quality 7 142 Price 5 10

0%10%20%30%40%50%60%

14%

58%

24%

4%0%


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3 Packaging 28 564 Taste 10 205 Brand loyalty - 0

FIG.6: THE MOST IMPORTANT FACTOR THAT MOTIVATES THE CONSUMER TOBUY THE DARK FANTASY (REASON FOR BUYING)

INFERENCE:

It can be seen that more than half of the respondents buy the product seeing its attractive packing. While 20% says that they buy it due to its taste. While only 14% and 10 % purchases the product due to its quality and price respectively.

TABLE 7: THE ROLE OF PROMOTION TOOLS IN INCREASING THE BRANDAWARENESS AND POPULARITY

SI NO: RESPONSE NO: OF

RESPONDENTS

PERCENTAGE

1 Strongly agree 38 882 Agree 4 83 Disagree 8 44 Strongly disagree 0 0

FIGURE 7: THE ROLE OF PROMOTION TOOLS IN INCREASING THE BRAND

AWARENESS AND POPULARITY

14%

10%

56%

20%quality

price

packaging

taste

brand loyalty


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INFERENCE:

A vast majority of the respondents are of the opinion that promotion tools like advertisement,hoardings etc has got a great impact in increasing the brand awareness and popularity. Only4% of them opined that it is of no much use.

TABLE 8: THE FACTORS (PROMOTION TOOL) THAT INFLUENCES THECUSTOMERS MOST WHILE PURCHASING

SI NO: FACTORS NO: OFRESPONDENTS

PERCENTAGE

1 TVC 19 38

2 Hoardings 5 103 Print advertisements 9 184 Online advertising 6 125 In store promotion 11 22

FIGUREE 8: THE FACTORS (PROMOTION TOOL) THAT INFLUENCES THECUSTOMERS MOST WHILE PURCHASING

88%

8%

4% 0%

strongly agree

agree

disaagree

strongly disagree


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FIG 9: THE IMPACT OF PROMOTION ACTVITIES ON THE BUYING BEHAVIOUR

INFERENCE:

During survey 38 % of respondents told that promotion activities do not have much impacton their buying decision. While a majority i.e. 54% revealed that the promotion activities

have an influence on their purchase decision. While 8% totally disagreed with this.

TABLE 10: FAMILIARITY WITH DARK FANTASY ADVERTISEMENTS


PERCENTAGE

1 Yes 50 1002 No 0

18%

36%

38%

8%

strongly agree

agree

disaagree

strongly disagree

yes

no


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INFERENCE:

From the table it is clear the all the respondents are very familiar with the dark fantasyadvertisements.

TABLE 11 : HAS DARK FANTASYS ADVERTISEMENT BOUGHT ANY CHANGE IN THEPERCEPTION ON DARK FANTASYS PRODUCTS

SI NO: RESPONSE NO: OFREPONDENTS

PERCENTAGE

1 YES 13 262 NO 37 74

FIGURE 11 : HAS DARK FANTASYS ADVERTISEMENT BOUGHT ANY CHANGE IN THEPERCEPT ION ON DARK FANTASYS PRODUCTS

INFERENCE:

It can be seen that majority of the respondents are of the opinion that advertisement was veryeffective in changing their perception about the product. Only 26% of respondents disagreedwith this view.

TABLE 12 :OPINION ABOUT THE ADVERTISEMENT (attractiveness)

SI NO : OPINION NO : OFRESPONDENTS

PERCENTAGE

1 Attractive 48 962 Unattractive 0 0

26%

74%

YES

NO


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3 Neither attractive norunattractive

2 4

FIGURE NO 12: OPINION ABOUT THE ADVERTISEMENT (attractiveness)

INFERENCE:

Most of the respondents was of the opinion that the dark fantasy advertisements are veryattractive. None of them responded that the ads are unattractive while a minority i.e. 4 % of

them opined that it is neither attractive nor un attractive.

TABLE 13: OPINION ABOUT THE ADVERTISEMNTS (EXICETMENT)

SI NO: OPINION RESPNDENTS PERCENTAGE1 Exciting 24 482 Boring 4 83 Neither exciting nor

boring

22 44

FIGURE 13: OPINION ABOUT THE ADVERTISEMNTS (EXICETMENT)

96%

4%

YES

neither unattractive norattractive


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INFERENCE:

From the table it is clear that 48 % of the respondents were of the opinion that theadvertisements of dark fantasy are attractive while 40 % of them revealed that for them it was

boring. While 12% of them said that it is neither boring nor exciting.

TABLE 14: OPINION ABOUT THE ADVERTISEMENTS (INFORMATIVE)


PERCENTAGE

1 Informative 2 42 Uninformative 35 703 Neither informative

nor uninformative13 26

FIGURE 14: OPINION ABOUT THE ADVERTISEMENTS (INFORMATIVE)

48

8

44exciting

boring

neither exciting norboring

4%

70%

26% informative

uninformative

neither iformative noruninformative


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TABLE 16 : DO THE ADVERTISEMENT GIVE THE PRODUCT A KIND OFINTERNATIONAL IMAGE


PERCENTAGE


FIGURE 16 : DO THE ADVERTISEMENT GIVE THE PRODUCT A KIND OFINTERNATIONAL IMAGE

INFERENCE:

From the table it can be seen that most of the respondents opined that the style ofadvertisements of dark fantasy gives it an international image and touch. Only 24 % of themdisagreed with this view.

0%5%

10%15%20%25%30%35%40%45%50%

stronglyagree

agreedisaagree

stronglydisagree

30%

46%

24%

0%


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TABLE 17: IS THE ADVERTISEMENT OF DARK FANTASY DIFFERENT ANDINNOVATIVE FROM USUAL BISCUIT ADVERTISEMENTS


PERCENTAGE


FIGURE 17: IS THE ADVERTISEMENT OF DARK FANTASY DIFFERENT ANDINNOVATIVE FROM USUAL BISCUIT ADVERTISEMENTS

INFERENCE:

When asked about the innovativeness of the advertisement most of the respondents said thatthey feel the advertisements to be innovative and very different from the advertisements ofcompetitors. Only 16 % of them disagreed with this.

TABLE 18: DOES PACKAGING AFFECT THE CHOICE OF PURCHASE

SI NO: RESPONSE NO; OFRESPONDENTS

PERCENTAGE

1 Strongly agree 19 382 Agree 24 48

3 Disagree 6 124 Strongly disagree 1 2

28%

56%

10%6%

strongly agree

agree

disaagree

strongly disagree


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FIGURE 18: DOES PACKAGING AFFECT THE CHOICE OF PURCHASE

INFERENCE:

From the table it is clear that most of the respondents are of the view that packaging of darkfantasy has got an impact on their purchase. While only 14 % of them disagreed.

TABLE 19: ELEMENT / FACTOR WHICH ATTRACTS CONSUMER WHILEPURCHASING THE PRODUCT


PERCENTAGE

1 Quality of the pack 23 462 Graphics used on

packing4 8

3 Colour of packing 2 44 Uniqueness 21 42

TABLE 19: ELEMENT / FACTOR WHICH ATTRACTS CONSUMER WHILE

PURCHASING THE PRODUCT

0

10

20

30

40

50

stronglyagree

agreedisaagree

stronglydisagree

38

48

12

2

46%

8%4%

42%quality of the pack

graphics

color

uniqueness


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INFERENCE:

When asked about what is the most attractive factor of packaging of dark fantasy biscuits 46% of them was of the opinion that it is the quality of pack , 42% of them told that it is theuniqueness in packing, 8% of them suggested that it is the graphics while only 4% of themtold that colour attracts them.

TABLE 20: OPINION ABOUT PRICE OF THE PRODUCT (do you think the products ofdark fantasy are economical)


PERCENTAGE

1 Strongly agree 9 18

2 Agree 21 423 Disagree 14 284 Strongly disagree 6 12

FIGURE 20 : OPINION ABOUT PRICE OF THE PRODUCT ( do you think the products ofdark fantasy are economical)

INFERENCE:

From the table it is seen that most of the respondents consider the price of dark fantasy products t\o be economical. While 28% of them disagree the price is economical and 12 % ofthem strongly disagree with the view.

18%

42%

28%

12%

stongly agree

agree

disagree

strongly disagree


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TABLE 21: OPINION ABOUT AVAILABILITY OF PRODUCT ( DO YOU FIND ITEASILY AVAILABLE)


PERCENTAGE


FIGURE 21: OPINION ABOUT AVAILABILITY OF PRODUCT ( DO YOU FIND ITEASILY AVAILABLE)

INFERENCE:

From the table it is clear that most of the respondends is of the view that the product is easiliyavailable in the market as compared to its competitors. Only 6% of the respondents disagreedwith this view.

32%

62%

6%

0%

stongly agree

agree

disagree

strongly disagree


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FINDINGS

Out of 50 respondents , all are familiar with sunfeast dark fantasy products 50 % of respondents are familiar with only 3 variants of the product while 40 % is

familiar with 4 variants .only 6% of the consumers are familiar with all the variants. Advertisement is the major source through which consumers got to know about the product.

Only 36and 14% got to know about the product through friend and stores respectively

94 % of the respondents are regular customers of dark fantasy. A majority of respondents are satisfied with the product. While 24 % of respondents said the

product is average and only 4 % of them are dissatisfied with product.

Study revealed that the packaging of the product is the most exiting feature which attracts the

customers

A vast majority of respondents agreed that promotion activities have a great role in increasing brand awareness and popularity.

38 %of the respondents revealed that tvc is the most influential promotion activity.22% said

store promotion attracts them the most.

More than half of the respondents were of the view that promotion activities have got an

impact on their buying decision i.e. 54%.

All the respondents were familiar with dark fantasy advertisements. Most of the respondents were of the opinion that dark fantasy advertisements are attractive.

The study revealed that the advertisements of the product are less informative but more

attractive as compared to that of competitors.

56% of the respondents agreed that dark fantasy advertisements are innovative Study revealed that packaging of the product has a huge impact on consumers. Only a very

few disagreed with the view.

A majority of respondents were of the opinion that the product is economical. Only a

disagreed.


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ANNEXURE

QUESTIONNAIRE ON CONSUMER BUYING BEHAVIOUR OF SUNFEAST DARK FANTASYBISCUITS

Name: ..

Age: ....

1. Are you aware of sunfeast dark fantasy biscuits?

Yes No

2. How many variants of dark fantasy biscuits are you familiar with?

Only 1. Only 2 only 3. Only 4. All 5..

3. How do you came to know about the dark fantasy products?

Shops.. Advertisements Friends. Others

4. Do you buy dark fantasy biscuits regularly?

Yes No

5. Are you satisfied with sunfeast dark fantasy products?

Highly satisfied.. Satisfied..Average..dissatisfied..very dissatisfied


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6. What is the most important feature of the product that motivates you to buy the product?

Quality . Price. Packaging. Taste. Brand loyalty

7. Are the promotion tools like advertisement , hoardings, instore posters etc helpful in increasing the brand awareness and popularity?

Strongly agree Agree Disagree Strongly disagree.

8. Which of the following influences you the most while purchasing the product?

Tvc .hoardings..print advertisement.online advertisement. In store promotion.

9. Do you think that the promotion activities of dark fantasy have an impact on you buying decision?

Strongly agree.. Agree. Disagree. Strongly disagree..

10.Are you familiar with tv advertisement of dark fantasy products?

Yes .. No.

11. Have the advertisement bought any change in your perception on dark fantasy products?

Yes. No


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12. What is your opinion about the advertisement of the product? (TVC)

(A) Attractive.. .Unattractive Neither attractive nor unattractive..

(B) Exiciting . boring. Neither exiting nor boring.

(C) Informative..uninformative.. Neither informative nor uninformative

13.Do you think that dark fantasy advertisement are attractive and induce purchase highly whencompared with competing brands?

Strongly agree Agree.. Disagree Strongly disagree..

14.Do you think that the advertisements give the product a kind of international image?

Strong ly agreeAgreeDisagree.Strongly disagree

15.Do you think that advertisements of dark fantasy is innovative from ususal biscuit advertisements?

Strongly agreeAgreeDisagree.Strongly disagree

16. Does packaging of the product affect the choice of purchase of the product?

Strongly agreeAgreeDisagree.Strongly disagree

17.Which is the most attractive factor regarding the packaging of the dark fantasy biscuits?

Quality of packing.. Graphics Colour.. Uniqueness..


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18. Do you think that dark fantasy products are economical?

Strongly agree...AgreeDisagree.Strongly disagree

19. Do you find dark fantasy biscuits easily available in the market compared with competing brands?

Strongly agree...AgreeDisagree.Strongly disagree

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