2.

0 REVIEW OF LITERATURE

1) According to Mittal and Kamakura (2001) also address the link between satisfactionsand
repurchase behavior. Their major findings indicate that despite identical rating onsatisfaction, due to
respondent characteristics such as age, education, marital status, sexand area of residence,
significant difference was observed in repurchase behavior. Overthe past decade, retailers use
manufacturer brands to generate consumer interest, patronageand loyalty in a store.

2) Jegan, A. and Dr. Sudalaiyandi, S.( 2013) A study on consumer buying behaviour towardsvarious
types of Sunfeast (ITC) biscuits in Kovilpatti is conducted to know the consumers’ preferable taste,
awareness about various brands, about the choice and their frequency of preference, satisfaction of
Sunfeast Biscuit. The result of the study shows that Sunfeast biscuitshave a good market share in
Kovilpatti city.

3) Dr. M. Arutselvi,( 2012), ”A Study On Consumers’ Preference Towards Various Types OfBritannia
Biscuits In Kanchipuram Towns”. The topic deals with the study of consumer behaviour towards
Britannia Biscuits. The consumer behavior varies from brand to brand on the basis of quality,
quantity, price, taste, advertisement etc. It is concluded that the market study on biscuits at
Kanchipuram town as helped to know the status of biscuits. It has revealed therequirements of the
taste of the consumer of biscuits. Britannia Biscuits are having a goodmarket share in Kanchipuram
Town.

4) T. Pradeep raj, R. Ramkumar and A. K. Subramani (2015) in their paper on

“customersatisfaction towards good day biscuits, Avadi, Chennai”. The main objective of the study is
to find out customer satisfaction and loyalty towards Britannia good day biscuits,to assess the
association between demographic variables and factors of customers satisfaction,to access the
customer satisfaction towards quality, availability, price of Britannia biscuits andto suggest suitable
measure to improve customer satisfaction towards good day Britannia biscuits for its even more
reputation in industry. Descriptive research is followed in this study. Thesample size was 50
respondents from the research, it is concluded that the demographic variables such as age group,
gender and occupation are having less impact on the factors of customersatisfaction.

5) S.D.Nidhyanth and B. Vigneshwaran in their paper on “A study on customer satisfaction

towardsBritannia biscuits in Madurai city”. The main objective of the study knows awareness about t
heBritannia biscuits among the public and to know the financial position about buying the
biscuits”.The statistical tools are used in this study was percentage analysis. The focus of the study is
no thefactors that closely that influence the customer awareness, the brand preference, attitude
towards the price, general price level, quality about mobile phone, overall satisfaction about
Britannia biscuits.General awareness and consumer preference, loyalty and the services being
offered or rendered bythe companies.
6) U. Santhiya , S. Rajalakshmi t in their paper on (2020) “A Study on Customer Satisfactiontowards
Good Day Biscuits in Villupuram District”. The objectives are to study about the profile of good day
biscuits, to find the factors influencing the customer to purchase, to find outthe findings and
suggestions about good day biscuits. Both the primary and secondary data isused in this study with
the sample size of 50 respondents. Hypothesis is framed in this study and it is analyzed with help of
statistical tools. The study customer satisfaction towards goodday biscuits.

7)Dr. V. Suresh Babu and G. Chinna Durai (2016) analyzed the profile of Britannia BiscuitIndustries
Limited, Calcutta, and the profile of the study area and evaluated the factors thatinfluences the
preference of the consumer using Britannia biscuit. To offer suggestions andrecommendations based
on the findings of the study to improve the level of preference ofconsumer’s.

8)Dr. Purvi Derashri & Mr. Dignesh S. Panchasara (2018) objective of the research is tostudy about
consumer satisfaction of nestle product with understanding the consumer profile,understanding the
effectiveness of marketing strategy and examine the loyalty of consumer

9)N Ramya, Akshaya C, Haripriya M and Jamuna S (2017) the study was based on the preference of
Cadbury Chocolate among the consumers. The sample survey of 50 respondentswas undertaken to
find out the perception of Cadbury Product in Coimbatore City. The studymainly concentrated on
general price level, quality, taste, brand and consumer expectationsoverall satisfaction about
Cadbury Products, general awareness and consumer perception ofCadbury Products.

10)Dr. Shendge (2012) on his study “A comparative study of consumer perception towardsCadbury
and nestle chocolates with special reference to Navi Peth Area in Solapur city”viewed that chocolate
is liked and eaten by all age groups of people.

11)DR.S.GANESAN, R.RAJANBABU , T.MALLIKA (2012) This study analyses the brand preference of
Nestle maggi noodles by consumers. The study evaluates the quality of nestlemaggi noodles availed
by consumers, the media influences in consumption, the effect of the pricing policy in customer
satisfaction. This study attempts to measure customer satisfactionas well as contributing to the
commercial efficiency by the way of suggestions to improve its profitability in a long term business.

12)R.Jayasathya & S.Hemasri (2018) A sample survey of 200respondents was undertaken tofind out
thepreference of CADBURY CHOCOLATE in Coimbatore city. The study mainlyconcentrated on
customer preference towards Cadbury chocolates,Convenience samplingtechnique has been used in
the study,Percentage analysis, Multiple responses, Descriptivestatistics, ANOVA and t-test..It was
found from the study that the customers preferdairy milkchocolate when compared to other
chocolates because the cost of the chocolate is veryreasonable and the taste will attract the
respondents.
13)RajaRajeswari, Kirthika(2016)conducted a study to find out the consumer behavior
towards Nestle products with special reference to Coimbatore city. The objective of the study to
analyzethe [ VOLUME 6 I ISSUE 1 I JAN.– MARCH 2019] E ISSN 2348 –1269, PRINT ISSN 2349-5138
720 IJRAR- International Journal of Research and Analytical Reviews Research Paperconsumer
behavior and satisfaction and factors influencing buyer decision and determine thelevel of consumer
behavior towards the products of nestle had came to conclusion that nestle received aeffectiveness.
The sample size was 120 respondents in Coimbatore city. Tools used for the study were percentage
analysis and chi-square. The researcher after conducting a study on pivotal position in the market for
their products.

14)Gopalakrishnan, Karthikeyan(2013)conducted a study to find out the consumer

satisfactiontowards dairy milk chocolate with special reference to Uthamapalayam city. The main
objectivewas to study the satisfaction level of customers towards dairy milk. The sample size is 100
inUthamapalayam city. Tools used for the study is chi- square, percentage analysis. The studymainly
concentrated on general price level, quality and consumer expectation overallsatisfaction about
Cadbury dairy milk chocolate, general awareness and consumer preference ofCadbury dairy milk.

15)Patnaik, Pradeep Kumar Sahoo(2012) conducted a empirical study on consumer behaviortowards

Cadbury’s India LTD and Nestle India LTD. The objective of the study was to analyzethe consumption
pattern, examine the purchase behavior and also the consumer behaviortowards these industries.
The sample size was 120 respondents in Bhubaneswar of Odisha. Themarketers has to understand
the real need, wants, beliefs, attitudes of a consumer towards product and services. The growth of
Indian chocolate industry in the past has been hampered, because there was a stiff excise duties on
chocolates and the non availability of cocoa in thecountry. In India chocolate market is transforming
and new players were enter into the maret.So it might resulted in low per capita consumption
chocolate, the future of the company seemsupbeat

16)Dr. N. Kanimozhi , Dr. S.Karthik (2019) This study deals with awareness and satisfaction of
sunfeast biscuits in Erode district. It is made an attempt to analyse the various types of brandsand
factors affecting purchase decision. The study based on primary data comprising of 100respondents.
From the findings of study, Consumers purchase decisions are influenced bymainly quality and they
also purchases the other varieties of sunfeast biscuits. 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, pricesand substitutes. Companies that
focus inward become by blind to seismic changes in market,competition, distribution, media, and
technology that are occurring outside. Mass markets aregragmenting in to micro markets; multiple
channels of distribution are replacing singlechannels. Customers are buying directly through
Catalogues, Telemarketing and Internet. Pricediscounting and sales promotion are eroding brand
loyalty.

17)ABDUL MANNAN (2019)To study growth and performances of the confectionaryindustry. To

study retailer choices regarding biscuits of Sunfeast and Britannia. To study preference regarding the
Sunfeast biscuits. To find out influencing factor for retailers preference to particular brand. To find
out what is the position of Sunfeast biscuits incomparison with Britannia biscuits.

18)B. Albeert Nicholas and S. Praveen Kumar(2020) . To find the satisfaction level of thecustomer
regarding the service provided for Nestle Kitkat. To find out any drawbacks in the product features.
To mark suggestions for promotional measures to increase the demand forthe product

19)Dr. Achut P. Pednekar (2015) The objectives and the purpose of the study were explainedto the
respondents. Both primary and secondary data were collected to realize the objectives of the study.
Due to limitation of time, only 100 respondents were selected from Mhapsaarea on the basis of
convenient sampling. In order to make an in-depth study, secondary datahas been collected from
journals, publications, news, internet, and magazines. Necessarystatistical tools have been used and
the collected data were then consolidated, tabulated andanalyzed. The results and discussions have
been presented under various head. The productscovered under the study are Toothpaste, Soap,
Shampoo, Detergents, Utensil cleaner, Facecream, Milk, Soft drink, Coffee, Edible Oil, Noodle, Spices,
Talcum powder, Hair oil, Deo’s, Tea Powder, Biscuits, Pickles, Chips, Chocolates, Ice cream
andKetchup. The study concludes that most of the products are purchased on the basis of
quality, price, brand status, identity, services, packaging, credibility and self esteem. They get
attractedto the many variables related to the utility and the price value

.20)P. Maria Delcia, Dr. V.Sangeetha, Dr.G.paulraj (2018)a study on Consumers Attitude onBrand
Loyalty of Nestle ProductsThe key to achieve success is to retain the customers by providing the
things which they expect. With the presence of advanced technology, theconsumers’ expectations
have ascended to a very high standard and it becomes very daringfor the marketers to achieve
customer satisfaction. Customer attrition is another evidentchallenge facing every industry. In order
to overcome this trend, the company has tostrengthen its delivery system in both pre and post
purchase services to a customer resultingto sustain their repeated purchases and build “Brand
Loyalty”

21. Udgam vigyati (2015) the brand maggi is strongly established as a family brand with crisp brand
equity in Indian market. The brand has always been known to have the first mover’sadvantage in the
portfolios ISSN (Online) 2456 -1304 International Journal of Science,Engineering and Management
(IJSEM) Vol 3, Issue 4, April 2018 All Rights Reserved ©2018 IJSEM 528 like noodles, ketchups, soups,
sauce, etc. The parent brand Nestle has beenthe strong symbol of family, shelter and warmth which
brand Maggi has innovativelycapitalised

22)Dr.S.Renugadevi , Dr.S.Namasivayam , Dr.N.Kothai Nayaki (2020) The researchsurveyed the

product performance and buying behaviour of four famous brands of chocolates – Cadbury, Nestle,
Amul and Parle, which are consumed by people of all ages. During thisresearch we have interacted
with people of Madurai. After this research we came to knowhow people perceives these products
on the variables like price, quality, advertisement,satisfaction, taste, packaging, brand loyalty etc.
We also came to know which particular brand of chocolate is most preferred by people of different
age groups

23)P. Abirami & S. Gayathri(2016) The present paper is based upon the consumer
satisfactiontowards nestle chocolate. The customer is king. The term consumer behaviour that
consumersdisplay in searching for purchasing. Using, evaluating and disposing of products and
servicesthat they export will satisfy their needs. The present study is based on the preference
ofCADBURY DAIRY MILK among the consumer. A sample survey of 150 respondents wasundertaken
to find out the preference of CADBARY DAIRY MILK. The consumer isconsidered according to their
needs to alter modification additional features to the products at are offered by the company

24)Lavanya M (2017) The present study is based on the preference of CADBURY DAIRYMILK among
the consumer. A sample survey of 150 respondents was undertaken to findout the preference of
CADBURY DAIRY MILK in Coimbatore city. The study mainlyconcentrated on general price level,
quality & consumer expectation overall satisfactionabout CADBURY DAIRY MILK, general awareness
and consumer preferences ofCADBURY DAIRY MILK.

25)S. DIVYA , DEEPSHIKHA GUPTA AND A.K.SUBRAMANI (2015) The mainobjective of the study is to
find out the customer satisfaction and loyalty towards Britannialittle hearts biscuits. Descriptive
research is followed in this research. The universe of the population includes the respondents who
are the consumers of Britannia biscuits, withrespect to Avadi. The samples (i.e. sample size 50) were
selected among the consumers ofBiscuits, in Avadi for this research. The major findings of the study
are, most (90%) of therespondents are willing to recommend Britannia Little hearts biscuits to their
friends andrelatives. From the research, it is concluded that the demographic variables such as
agegroup, gender and occupation are having less impact on the factors of customer satisfaction.The
research outcome also indicates that, most of the customers are satisfied towardsBritannia little
hearts biscuits with respect to the chosen factors.

26)S.Gomathi G.Kothandapani This project is a study on consumer buying behavior onBritannia.

Through this study work, major brand leaders in the market, the reason for whicha particular brand
is preferred and the satisfaction level are identified. A questionnaire wasset containing appropriate
questions and survey was made on200 respondents belonging todifferent categories. The statically
tools such as run test weighted average, Percentagemethod and confidence interval was used. the
brand due to high consumer preference and brand image .They are satisfied services provided by the
company.

27)Variawa (2010)2 analyzed the influence of packaging on consumer decision making process for
Fast Moving Consumer Goods. The aim of the research was to analyze theimpact of packaging for
decision making processes of low-income consumers in retailshopping. In a survey conducted in Star
Hyper in the town of Canterville 250 respondents