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A STUDY ON THE BRAND AWARENESS AND CONSUMER SATISFACTION

TOWARDS SUNFEAST BISCUITS IN ERODE DISTRICT

Article · April 2019

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Suraj Punj Journal For Multidisciplinary Research ISSN NO: 2394-2886

A STUDY ON THE BRAND AWARENESS AND CONSUMER SATISFACTION

TOWARDS SUNFEAST BISCUITS IN ERODE DISTRICT

Dr. N. Kanimozhi1, Dr. S.Karthik2

1Assistant Professor in Commerce, Urumu Dhanalakshmi College, Trichy.
2
Assistant Professor in Commerce, Kalasalingam Academy of Research and Education, Krishnankoil,
Virudhunagr District,Tamil Nadu, India.

ABSTRACT

The choice of purchase is innumerable as thousands of companies are introducing newer

products day by day. To cope with this situation people keep on acquiring knowledge regarding
the products, prices and substitutes. Companies that focus inward become by blind to seismic
changes in market, competition, distribution, media, and technology that are occurring outside.
Mass markets are gragmenting in to micro markets; multiple channels of distribution are
replacing single channels. Customers are buying directly through Catalogues, Telemarketing
and Internet. Price discounting and sales promotion are eroding brand loyalty. This study deals
with awareness and satisfaction of sunfeast biscuits in Erode district. It is made an attempt to
analyse the various types of brands and factors affecting purchase decision. The study based on
primary data comprising of 100 respondents. From the findings of study, Consumers purchase
decisions are influenced by mainly quality and they also purchases the other varieties of sunfeast
biscuits.

Keywords: Brand Awareness, Consumer, Satisfaction, Sunfeast Biscuits.

INTRODUCTION

In the present Century we can visualize sea changes in the global economy. Day by day
the purchasing power of people is increasing at tremendous pace. The choice of purchase is
innumerable as thousands of companies are introducing newer products day by day. To cope
with this situation people keep on acquiring knowledge regarding the products, prices and
substitutes.

This entire means that old business road maps cannot be trusted. Companies are learning
that, it is hard to build a reputation and easy to loose it. Companies that focus inward become by
blind to seismic changes in market, competition, distribution, media, and technology that are
occurring outside. Mass markets are gragmenting in to micro markets; multiple channels of

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distribution are replacing single channels. Customers are buying directly through Catalogues,
Telemarketing and Internet. Price discounting and sales promotion are eroding brand loyalty.

These and other changes make the company to reexamine and sometimes reverse the very
premises on which they built their business. In order to alive in the market, companies have
started to consider various ways and means like developing a new market either for a new
product or for an old market, segmenting the total market and targeting the untouched or most
profitable segment, encouraging consumers to consume more in one occasion, converting non
use into user. Biscuits, in India, saw a moderate increase in retail sales of over 8% in 2018,
which is at par with 7.8% CAGR from 2012 – 2017

STATEMENT OF PROBLEM

The growing maturity of this product category and shift in consumer preferences could be
the possible factors for slow-to-moderate growth of the product categories. Premiumization and
healthier product options are the megatrends observed in the market among working population
and young adults in the country which could be the key target audience for biscuit suppliers.
Pocket-friendly packs, availability across channels, aggressive promotion strategies and
maintaining efficient supply-chain are few of the prominent focus areas for players operating in
the market. However, biscuits manufacturers are poised to witness some major challenges and
problems while selecting brand by consumers. So this study is very vital for selection of brand
preference of biscuits.

OBJECTIVES OF THE STUDY

 To study the consumer satisfaction towards Sunfeast Biscuit in Erode district.

 To analyse the Brand Awareness of Sunfeast Biscuits among the consumers in Erode
district.

SECONDARY OBJECTIVES

 To find the consumer preferences of various brands

 Perceptions about Sunfeast biscuits and other brands
 To identify effective media of advertisement
 To find out the type of advertisements that appeal more to consumers
 To find out the market position of Sunfeast Biscuits.

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SCOPE OF THE STUDY

The study concentrated on the awareness of various brands of biscuits by consumers and
their satisfaction towards various brands. The area of study is Erode District. The study is
mainly concerned with the consumer satisfaction towards Sunfeast biscuits and the level of
consumer awareness and perception. The study also points out various suggestions for the
improvement of sales in the region.

LIMITATIONS OF THE STUDY

 An indispensable factor that limits the project is time. Time is too short for the detailed
study in this field.
 Prejudices of the consumers may influence the data, which are taken from them through
questionnaires.
 Some respondents may have given false data. The culture, demography, and perception
of the respondents is different from place to place.

RESEARCH METHODOLOGY

Sampling Design and Plan

The source of primary data for the study from the consumers. Survey Method was used
to collect the required data. Due to time constraint, Survey was limited to Erode District. Non-
probability sampling is that sampling procedure which does not afford any basis for estimating
the probability that each item in the population has of being included in the sample.

Sampling Size

Sample size of the study was 100.

Tools for Analysis

o Percentage analysis
o Weighted average
o Ranking
o Chi-square test

TABLE – 1.1 BRAND AWARENESS OF THE VARIUS BRANDS OF BISCUITS

BRAND PERCENTAGE
1. Britannia Biscuits. 99
2. Parle Biscuits. 90

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3. Sunfeast Biscuits. 76
4. Anmol Biscuits. 57
5. Unibic Biscuits. 48
6. Cremica Biscuits. 40
7. Priya Gold Biscuits. 52
8. Patanjali Biscuits. 44
9. Dukes biscuits 58
10. Mcvities 18
INFERENCE

Among the respondents they are aware of britannia biscuits at 99%. The next come parle
with 90% and sunfeast with 76%. The awareness of other brands such as dukes was 58%, unibic
48%, and cremica biscuits 40% and so on

TABLE -1.2 MAJOR ATTRIBUTES THAT INFLUENCE CONSUMER BEHAVIOUR

ATTRIBUTES PERCENTAGE(%)
Taste 50
Flavour 12
Nutrition 8
Crisp 6
Quantity 24
Total 100
Source : Primary Data

The table shows that attributes of consumer behavior. Out of 100 respondents 50% of the
respondents are consuming biscuits for taste. Then 24% of the respondents are buying biscuits
quantity and 12% of the respondents for buying flavor.

TABLE – 1.3 FREQUENTLY PURCHASE OF BISCUITS

BRAND PERCENTAGE (%)

Parle 70
Sunfeast 22
Britannia 8
Total 100
Source : Primary Data

Table 1.3 exhibits that frequency of purchase of biscuits. Out of 100 respondents 70% of
the respondents are frequently purchased parle and then 22% and 8% of the respondents are
sunfeast and Britannia.

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TABLE-1.4 FREQUENTLY PURCHASED BISCUITS (VARIETY WISE)

VARIETY OF BISCUITS PERCENTAGE (%)

Milk biscuit 80
Cream biscuit 68
Butter biscuit 28
Salt biscuit 78
Cartoon biscuit 25
Diet biscuit 47
Badam biscuit 52
Pista biscuit 58
Marie biscuit 75
Nutrition biscuit 69
Glucose biscuit 70
Salt & Sweet biscuit 35
Source : Primary Data

Out of 100 respondents 80% of then purchases milk biscuit and 78% salt biscuit and 75%
marie biscuit and 70% of them purchase glucose biscuit, next comes cream biscuit 68% and
nutrition biscuit 69%.

TABLE – 1.5 FACTORS BEHIND THE PURCHASE DECISION

ATTRIBUTES PERCENTAGE (%)

Quality 36
Brand image 24
Advertisement 11
Price 13
Offer 8
Availability 8
Total 100
Source : Primary Data

In the opinion of respondents, the reason for purchasing a brand frequently due to quality
36%, brand image 24%, influence of advertisement 11%, and price 13%.

TABLE 1.6 VARIETIES OF SUNFEAST BISCUITS PURCHASED

VARIETY NO.OF PERCENTAGE (%)

RESPONDENTS
Sunfeast Milk 8 28.57
Sunfeast Darkfantasy 6 21.43
Sunfeast Marie 3 10.71
Sunfeast oats 1 3.57
Sunfeast Mom Magic 3 10.71
Sunfeast Glucose 2 7.51

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Sunfeast Bounce Cream 5 17.86

Total 28 100
Source : Primary Data

Out of 28 respondents the variety of Sunfeast biscuits purchased are Sunfeast-B 28.57%,
Sunfeast Wonday 21.43%, Sunfeast cream 17.86%, 10.71% of Double Hearts and Sunfeast
Marie respectively.

TABLE- 1.7 CONSUMER SATISFACTION VS VARIOUS BRANDS OF

BISCUITS

BRAND EXCELLENT VERY GOOD FAIR POOR TOTAL RANK

GOOD
Britannia Biscuits. 48 38 12 2 Nil 232 I
Parle Biscuits. 18 15 23 34 10 97 II
Sunfeast Biscuits. 10 15 33 26 13 80 III
Anmol Biscuits. 2 25 30 33 15 77 IV
Unibic Biscuits. Nil 5 19 25 10 19 VIII
Cremica Biscuits. 4 5 26 55 10 38 VII
Priya Gold Nil 10 20 40 24 16 IX
Biscuits.
Patanjali Biscuits. Nil 7 10 30 20 4 X
Dukes biscuits 2 20 28 22 5 69 V
Mcvities Nil 20 35 27 10 65 VI
1. This table shows that the satisfaction of consumers on the various brands of biscuits. The
respondents are using a wide variety of biscuits. Their opinion is ranked in the above
table.
2. 48% of the respondents say Britannia biscuit are excellent. 18% of respondents said parle
is excellent. 10% opinion are given that Sunfeast biscuit are excellent.
3. 38% of respondents say Britannia is very good 15% of respondents are in the opinion that
parle is very good. 15% of respondents are in the opinion that Sunfeast biscuit are very
good. In the opinion of 20% of respondents Dukes and Mcvities is very good.
4. The opinion of 12% respondents is Britannia was good. In the opinion of 33% of
respondents, Sunfeast biscuits are good. Also 30% of respondents suggested that anmol
biscuits are good. 35% of respondents suggested Mcvities biscuits are good and 23% of
respondents suggested parle biscuits are good.
5. Among of all respondents Britannia obtain first rank; second rank goes to parle, third rank
for Sunfeast biscuits and so on.

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WEIGHTED AVERAGE

TABLE – 1.8 CONSUMER SATISFACTION VS SUNFEAST BISCUITS

ATTRIBU HIGHL SATISFI FAIR DISSATISF HIGHLY TOT RAN

TES Y ED SATISFI IED DISSATISF AL K
SATISFI ED IED
ED
Price 6 7 9 5 1 34 III
Taste 4 6 10 5 3 23 VI
Flavour 5 7 9 3 4 27 IV
Variety 8 11 7 2 Nil 51 II
Availability 2 5 9 8 4 9 VII
Packing 4 6 10 7 1 25 V
Offers/Disc 9 11 7 1 Nil 55 I
ount
This table shows that the consumers ranking of various attributes. From the weighted average
we can conclude those consumers are giving more importance to offers.

1. First, consumer is looking for those biscuits, which give offers or discounts
2. Secondly they are looking for a different variety of biscuits.
3. Third rank is given for price. It shows that consumer is not so bothered about price.

Most of the consumers consuming more biscuits if seller offers or discounts in the
product. Then they prefer variety and price of biscuits.

TABLE – 1.9 CHI-SQUARE TEST

Ho : There is no significant difference between the factors influencing Purchase Decision

H1 : There is significant difference between the factors influencing the Purchase Decision.

ATTRIBUTES O E (O-E) (O-E)2 (O-E)2/E

Quality 36 16.67 19.33 373.65 22.41
Brand Image 24 16.67 7.33 53.73 3.22
Advertisement 11 16.67 -5.67 32.15 1.93
Price 13 16.67 -3.67 13.47 0.81
Offer 8 16.67 -8.66 75.00 4.50
Availability 8 16.66 -8.66 75.00 4.50
100 16.66 E(O-
E)2/E=37.37

Calculated Value = 37.37

Degree of Freedom = (n-1) = (6-1) = 5

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Table Value = 11.070.

INFERENCES:

The table value of chi-square test for 5 degree of freedom at 5% level of significance is
11.070. While comparing Calculated Value with Table Value , we find that Calculated Value
greater than Table Value Null hypothesis is rejected and Alternative hypothesis is accepted. So
there is significant relation between various factors influencing the Purchase Decision.

FINDINGS OF THE STUDY

1. Most of the consumers look for taste i.e. 50% of consumer’s first look at the Taste of
biscuits, 24% of them looks for Quantity of biscuits, 12% of consumers prefer biscuits for
its Flavour and 18% of them prefer biscuits for its Nutrition.
2. It was found out with the help of study that among the various brands of biscuits,
Britannia biscuits are the Market Leader. Sunfeast enjoys at one of the top five positions
among various biscuits in market.
3. Consumers purchase decisions are influenced by certain things. 36% of consumers
looking first at the quality of biscuits. 24% of respondents are considering about brand
image. 13% of respondents look for price and 11% of consumer considering advertisment
before purchase.
4. Consumers also purchases the other varieties of Sunfeast biscuits i.e. 8% of consumers
prefer Sunfeast Milk, 6% of them prefer Sunfeast Darkfantasy, and 5% of them prefer
Sunfeast Bounce Cream biscuits and 3% of consumers preferring Sunfeast Marie and
Mom Magic.
5. Among the respondents Britannia obtain first rank.

SUGGESTIONS AND RECOMMENDATIONS

1. Customers are the kings of the market. They have so many substitutes for each and every
product. In order to satisfy them always ensure the quality and taste of the product.
2. Introduce super family packs to attract families.
3. It is seen that purchase is more influenced by advertisement than any other factor. So
advertisement focusing specified qualities will help market improvement. Most of the
respondents have the opinion that in advertisements of children influences people more.

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It is also clear that TV advertisement influence the consumers much. So the company
should focus on this area. Necessary steps must be taken in this regard.
4. Availability of Sunfeast biscuits is compartively low in the area where study has been
conducted. Availability should be increased to an extent of at least 65%.
5. Price should be kept steady as far as possible and it should be same in all shops and in all
places.
6. Coupons and gifts offered along with the packet should be given without any delay.
7. Quality of the biscuit must be maintained in each and every stock.
8. The Biscuit packs should be designed in an attractive manner.
9. In order to attract the children, cartoon stickers (or) tattoos should be offered freely.
10. Customer schemes should be more to attract those customers who are hesitant to try it for
the first time. More schemes should be introduced to survive in the competitive situation.
11. According customers innovative and effective advertisement campaign should be
launched, it includes.
A. Wall and Shop Paintings.
B. Big Hoarding at the entrance of town and cities.
C. Signboards at the back of the buses and autos.
D. Electronic display board.
E. Introducing a brand ambassador for the product. (E.g. Film Stars)

CONCLUSION

The study on Sunfeast Biscuits is to evaluate the brand awareness of the consumers and
their satisfaction towards the product. The survey was held separately for consumers for getting
the clear picture of the market with the brand image, consumer preferences, consumer
perception, and their attitude towards different aspects of the Sunfeast biscuits. Sunfeast is one
of the top five positions, behind Britannia, Parle and Dukes in all fields. It is evident from the
study that proper and organized effort to market Sunfeast is needed. Sunfeast has to compete
with its competitors in a professional way. It is exploring its potential market. So a change in
strategy and sincere effort to improve the strategy is necessary. By adopting better
advertisements, maintenance of the quality level and more schemes to the consumers, Sunfeast
can get a very good position. So with these views in mind, the company should go in future.

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BIBLIOGRAPHY

1. Philip Kotler, Marketing Management, New Delhi, Prentice- Hall India private
limited, 2000.
2. Dr.D.D.Sharma, Marketing Research, New Delhi, Sultan Chad & Sons publishers,
2000.
3. P.R.Vital, Business Mathematics and Statistics, Chennai, Margham Publications,
2001.
4. R.S.N.Pillai and Bagavathi, Modern Marketing, New Delhi, S.Chand & Company
Ltd, 2001.
5. C.R.Kothari, Research Methodology, New Delhi, Wishwa Prakashan, 2001.

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