WINTER INTERNSHIP PROJECT

ON
A STUDY ON MARKETING OF BRITANNIA’S FLAVOURED
MILK

SUBMITTED IN PARTIAL FULFILMENT OF

BACHELOR OF BUSINESS ADMINISTRATION PROGRAM
(SESSION 2021-2024)

SUBMITTED TO

COLLEGE

INDIAN INSTITUTE OF BUSINESS MANAGEMENT

PATNA

Submitted by: Amit Kumar Under Guidance Of :

Registration No: 21302334100 Prof.(Dr) Jyotsna Rai
Session – 2021-2024 Associate Professor.
 DECLARATION

I hereby declare that this project report “A Study on Marketing of Britannia’s Flavored Milk “is my own
work, to the best of my knowledge and belief. It contains no material previously published or written by
another person nor material which to a substantial extent has been accepted for the award of any other
degree or diploma of any other institute, except where due acknowledgement has been made in the text.

Signature of student:

Name : Amit Kumar

Registration No : 21302334100

Session : 2021-2024
 ACKNOWLEDGEMENT

The project “Marketing of Britannia’s Flavoured Milk .” has been conducted by me. I have completed
this project, based on the Primary research, under the guidance of my faculty guide. Prof. Dr. Jyotsna Rai,
Head of Department Marketing, Indian Institute Of Business Management, Patna.
I owe enormous intellectual debt to my guide who has augmented my knowledge in the field of Marketing
Research. They have helped me learn about the process and given me valuable insight into the various MR
practices.
I first and foremost express my acknowledge to Mr.Sitesh Kumar, Co- Proprieter of M/s Vasudev
Enterprises for giving me the opportunity to complete my internship in their firm. I am also utilizing this
opportunity to express my gratitude to everyone who helped me throughout this project.
Last but not the least, I feel indebted to all those persons and organizations that have provided help directly
or indirectly in the successful completion of this study.

NAME: AMIT KUMAR

REGISTRATION NO: 21302334100

 ABSTRACT

This study examines the relationship between consumer switching behavior and sales of flavored milk
products in Patna. There were two types of research designs conducted for this study. First exploratory
research was conducted to identify the brand with the least consumer preference and to frame a problem
statement. Four major factors affecting consumer switching behavior were identified by referring to past
literatures i.e. Price, Packaging, Quality and Brand Awareness.

Secondly, a descriptive analysis was applied to analyze the data. The findings of this research convey that
packaging, price and brand awareness of Britannia’s flavored milk brand has a negative impact on consumer
switching behavior. The quality factor alone has a positive impact over the outcome variable which can be
used effectively for promotion activities to increase rate of adoption.

Those three factors which have a negative effect over consumer switching behavior and thus affecting the
sales. The strategy of these three factors can be altered as given in the suggestions chapter of this paper to
increase the adoption rate and to increase the sales, which is the ultimate problem.
 CONTENTS

o DECLARATION ………………………………………………………………… i
o CERTIFICATE…...……………………………………………………………… ii
o ACKNOWLEDGEMENT...……………………………………………………... iii
o ABSTRACT...……………………………………………………………………. iv
o CONTENTS ...……………………………………………………………………. v
o LIST OF TABLES...……………………………………………………………… vi
o LIST OF CHARTS..……………………………………………………………… vii
o LIST OF ABBREVIATIONS..…………………………………………………… viii

CHAPTER 01…………………………………………………………. (01-08)

INTRODUCTION……………………………………………………… 02
INDUSTRY PROFILE…………………………………………………. 03-04
COMPANY PROFILE…………………………………………………. 05-06
ABOUT VASUDEV ENTREPRISES…………………………………. 07-08

CHAPTER 02…………………………………………………………. (09-12)

OBJECTIVES AND
RESEARCH METHODOLOGY……………………………………… 10-12

CHAPTER 03…………………………………………………………. (13-17)

PRODUCT PROFILE AND
THEORETICAL BACKGROUND…………………………………... 14-17

CHAPTER 04………………………………………………………….. (18-34)

DATA ANALYSIS……………………………………………………… 19-34

CHAPTER 05………………………………………………………….. (35-40)

FINDINGS……………………………………………………………… 36
SUGGESTIONS………………………………………………………… 37
CONCLUSION………………………………………………………….. 38
LIMITATION..………………………………………………………….. 39

REFERENCE……………………………………………………………. 40

ANNEXURE…………………………………………………………….. 41-42
 LIST OF TABLES

TABLE No TITLE PAGE No

4.1 CONSUMER BRAND PREFERENCE 21

4.2 PACKAGING 23
4.3 SWITCHING BEHAVIOUR DUE TO PACKAGING 24
4.4 PRICE 25
4.5 PRICE COMPARISON WITH OTHER BRAND 26
4.6 QUALITY 27
4.7 ARE YOU SATISFIED WITH THE QUALITY OF THE BRAND ? 28
4.8 SWITCHING BEHAVIOUR DUE TO QUALITY 29
4.9 SWITCHING BEHAVIOUR WHEN COMPARING PRICE AND 30
QUALITY
4.10 CONSUMER PRIORITY TOWARDS MILKSHAKE PRODUCT 31
4.11 BARND AWARENESS 32
4.12 HOW FAMILIER AREYOU WITH BRITNNIA MILKSHAKE 33
 LIST OF CHARTS

FIGURE TITLE PAGE No

No
4.2 FREQUENCY OF SALES 20
4.3 WHICH FLAVOURED MILK BRAND DO YOU BUY ? 21
4.4 DOES PACKAGING OF A PRODUCT INFLUENCE YOU 23
PURCHASE DECISION ?
4.5 DOES THE DESIGN OF THE PRODUCT WRAPPER INSPIRE YOU 24
TO SWITCH TO ANOTHER BRAND?
4.6 WHAT IS THE PRICE OF YOUR BRAND ? 25
4.7 COMPARE PRICES WITH OTHER BRANDS ? 26
4.8 DO YOU EVER COMPARE THE QUALITY OF YOUR BRAND 27
WITH OTHER BRAND ?
4.9 ARE YOU SATISFIED WITH THE QUALITY OF THE BRAND ? 28
4.10 SWITCHING BEHAVIOUR DUE TO QUALITY 29
4.11 SWITCHING BEHAVIOUR WHEN COMPARING PRICE AND 30
QUALITY
4.12 CONSUMER PRIORITY TOWARDS MILKSHAKE PRODUCT 31
4.13 BRAND AWARENESS 32
4.14 HOW FAMILIER ARE YOU WITH BRITANNIA MILKSHAKE ? 33
 LIST OF ABBREVIATION

ABBREVIATION EXPANSION

• BBCo Britannia Biscuit Company

• NDDB National Dairy Development Board

• GCMMF Gujarat Co-operative Milk Marketing Federation

• JV Joint Venture
 CHAPTER 1

INTRODUCTION, INDUSTRY PROFILE

AND COMPANY PROFILE

 INTRODUCTION

In today’s highly competitive market, businesses are increasingly getting customer-oriented, realizing the
fact that it is necessary to keep their customers with them for a long term to sustain in the market. Though
customer retention is very important, it’s equally important to identify and analyze the factors that cause
customer switching behavior.

Consumer switching behavior is a phenomenon where customers of a product or service leave their regular
brand and switch to a new brand, they have encountered due to various reasons of dissatisfaction.

In the past there have been many attempts made to study consumer switching behavior in many different
contexts. However, many theories have been developed in recent times in consumer switching behavior
literature. This paper attempts to give a more current view of existing market phenomena and the causes for
such phenomena. It also measures the impact that each cause has on the consumer switching behavior of
flavoured milk consumers.

In 2016, 43% newly introduced products in the ready to drink category in India were flavoured milk,
according to Mintel research agency’s study. In 2015, Indian consumers of flavoured milk have drunk about
73 million litres of flavoured milk. This may be because The Mintel research agency’s research results has
revealed a result that says that 64% of diary drink consumers of ready to drink flavoured milk products think
that those products are healthier than fresh milk and some think that convenient and hygienic choice.
 INDUSTRY PROFILE

Introduction to FMCG meaning:

FMCG products are referred to as "Fast-Moving" because customers frequently use them, which makes
them quickly disappear from the store or supermarket shelves. Fast-Moving Consumer Goods (FMCG) are
in high demand because they typically have a low price and high usability. They use toothpaste, prepared
meals, soap, cookies, notepads, and chocolate. Typically, these items are piled high on the shelves of
supermarkets like D-Mart. However, low prices, high demand, and limited durability are some FMCG
characteristics that help them move swiftly off the racks.

FMCG Industry in India

One of the main drivers of the Indian economy is the Fast-Moving Consumer Goods Sector. The household
and personal care segment, which makes up half of the FMCG sector's market share, is the largest in the
economy and ranks fourth overall. FMCG's primary growth drivers are income growth, lifestyle changes,
increased awareness, and easier access. Additionally, the trend toward sustainable products impacts how
consumers shop. Although the urban sector made up most of the contribution, semi-urban and rural
segments had experienced significant growth over the previous ten years.

Market Share of the FMCG Sector

An extensive summary of India's FMCG market share is provided below-

 From US$ 110 billion in 2020, the FMCG market in India is projected to grow at a CAGR of 14.9%
to US$ 220 billion by the next couple of years.
 The packaged food market in India is anticipated to grow twofold to US$ 70 billion in the next few
years.
 Urban and Rural Areas are becoming more connected to the internet, increasing the requirement for
FMCG India, primarily through e-commerce sites.
 There is potential for growth due to rising disposable income in rural India and low levels of market
penetration.
 It is anticipated that the e-commerce sector will account for 11% of all FMCG sales.
 Up to 100% of foreign equity in single-brand retail and 51% in multi-brand retail investments have
been approved.
 With an investment of US$ 1.42 billion, the union government's production-linked incentive (PLI)
scheme offers businesses a significant chance to increase exports.
 Due to the year-round demand for FMCG products, investments in this sector draw investors.
 COMPANY PROFILE

Britannia Industries Limited is an Indian food-products corporation headquartered in Bengaluru,

Karnataka. It sells its Britannia and Tiger brands of biscuit throughout India. Britannia has an estimated
market share of 38%..The company's principal 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, an 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 was launched. The Mumbai factory was set up in 1924 and Peek Freans 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 was changed to the current "Britannia Industries Limited" in 1979. In 1982 the
American company Nabisco Brands, Inc. acquired the parent of Peek Freans and became a major foreign
shareholder.

BISCUITS

The company's factories have an annual capacity of 433,000 tonnes. The brand names of biscuits include
Vita Marie Gold, Tiger, Nutrichoice Junior, Good day, 50 50, Treat, Pure Magic, Milkbikis, Good Morning,
Bourbon, Thin Arrowroot, Nice, Little Hearts among others.Tiger, the mass market brand, realised $150.75
million in sales including exports to countries including the U.S. and Australia, or 20% of Britannia
revenues in 2006.

In a separate dispute from the shareholder matters, the company alleged in 2006 that Danone had violated
its intellectual property rights in the Tiger brand by registering and using Tiger in several countries without
its consent. Britannia claimed the company found out that Danone had launched the Tiger brand in
Indonesia in 1998, and later in Malaysia, Singapore, Pakistan and Egypt, when it attempted to register the
Tiger trademark.

DAIRY PRODUCTS

Dairy products contribute close to 10% to Britannia's revenue. Britannia trades and markets dairy products
and its dairy portfolio grew to 47% in 2000-01 and by 30% in 2001-02 .Britannia holds an equity stake in
Dynamix Dairy and outsources the bulk of its dairy products from its associate. Its main competitors are
Nestlé India, the National Dairy Development Board (NDDB), and Amul (GCMMF).

JOINT VENTURE

On 27 October 2001, Britannia announced a joint venture with Fonterra Co-operative Group of New
Zealand, an integrated dairy company from procurement of milk to making value-added products such as
cheese and buttermilk. Britannia planned to source most of the products from New Zealand, which they
would market in India. The joint venture will allow technology transfer to Britannia. Britannia and New
Zealand Dairy each hold 49% of the JV, and the remaining 2 percent will be held by a strategic investor.
Britannia has also tentatively announced that its dairy business would be transferred and run by a joint
venture.

The authorities' approval to the joint venture obliged the company to start manufacturing facilities of its
own. It would not be allowed to trade, except at the wholesale level, thus pitching it in competition with
Danone, which had recently established its own dairy business.
 ABOUT M/s VASUDEV ENTREPRISES

Vasudev Enterprises is one of the fastest-growing authorized distribution partners in the FMCG sector in the Patna
region. A distribution channel partner plays a crucial role in the supply chain by facilitating the movement of
products from manufacturing companies to end consumers.

• Business Model – It operates as an intermediary between manufacturers and retailers and is responsible for
providing logistics.

Figure 1. Business Model of M/s Vasudev Enterprises.

• Key Functions Performed

1. Logistics & Warehousing- Manages the storage and transportation of FMCG products. They have warehouses to
store goods efficiently and ensure timely delivery to retailers.

2. Order procurement- They process orders from retailers and ensure accurate and timely delivery of products. This
involves maintaining adequate inventory levels to meet demand.

3. Market Coverage- To have a vast network and market reach, enabling FMCG manufacturers to access a broader
customer base without managing logistics.

4. Risk Moderation- To absorb certain risks associated with inventory management, such as overstock or stockouts,
allowing manufacturers to focus on production and core business activities.

5. Market Support- They also provide marketing support by promoting products at the retail level, managing
displays, and executing promotional activities.

6. Relationship with Manufacturers- They maintain close relationships with FMCG manufacturers. They negotiate
terms, including pricing, delivery schedules, and payment terms. Effective communication and collaboration
between manufacturers and distributors are crucial for a smooth supply chain.

7. Tackling Challenges - Channel partners face challenges such as fluctuating demand, the need for efficient
inventory management, and adapting to changes in consumer preferences. They have to be agile to respond to
market dynamics and trends.

• Geographical Market Coverage-

 CHAPTER 2

OBJECTIVES AND

RESEARCH METHODOLOGY
PROBLEM STATEMENT
Very few sales of Britannia’s new flavoured milk brand – Winkin Cow. This is an already existing market
and consumers of flavoured milk are hesitating to switch to Winkin cow from their regular brands. So, here
arises a need to identify and analyse the factors affecting the switching behavior of flavoured milk
consumers to help the company realise where to change their strategy to increase the sales of their flavoured
milk category products.

OBJECTIVES
1. To identify the major factors influencing consumer switching behaviour on flavoured milk products.
2. To explore the reasons behind the consumer brand switching behavior.

SCOPE OF THE STUDY

This research will help the company understand how product factors are affecting the sales of their flavoured
milk product – Winkin Cow. By referring to this study, companies can make changes in their strategy to
boost sales.

SCOPE OF THE INDUSTRY

Flavoured milk industry booms at the past five years in India. According to Mintel research agency’s study
consumers of ready to drink products in urban India are attracted towards packaged flavoured milk
especially for its health benefits and convenience.

MOTIVATION
Despite of such huge market for flavoured milk products in India, the flavoured milk brand of Britannia has
the least share among its own brands as well as among other companies in flavoured milk market.

Having my interest in Marketing, I am curious to find the causes for this issue and measure the impact of
different causes over the consumers switching behaviour in flavoured milk market.
RESEARCH DESIGN

Objective 1: To identify the product category with the least consumer preference

Design: Exploratory

Sampling technique: Judgmental sampling

Sample Size: 24

Coverage: Patna

Objective 2: To find the magnitude of impact of consumer switching behaviour.

Design: Exploratory

Sampling technique: Judgmental sampling

Sample Size: 62

Coverage: Patna

Selection of variables
The chosen outcome variable for this study is consumer switching behaviour and among many of the
variables affecting consumer switching behaviour this study focused on four major variables viz. Price,
Packaging, Brand awareness, Product quality which are the independent variables.

Period of study and source of data

The period of study was for 30 days and was undertaken in the month of December 2023. The data used for
this study were collected by personal interview technique from the respondents’ viz. sales associates and
customers of 35 organized retail outlets in Patna.
METHOD OF DATA COLLECTION
The data collection for the exploratory research was done through both survey methods as well as personal
interview methods. The survey was used to collect data about consumer preference for brands under
Britannia from the sales associates in organised retail stores who were assigned to the products of Britannia.
The data was collected through personal interviews with the professionals working in Britannia for a long
period and having an immense knowledge of the company and all its brands.

The unit of analysis was customers of organised retail stores and specifically the consumers of flavoured
milk products. The sampling size for this study was 86.
 CHAPTER 3
PRODUCT PROFILE AND
THEORETICAL BACKGROUND
Britannia Industries, with its rich legacy spanning over a century, has emerged as one of India's leading
food companies. From its roots as a biscuit manufacturer, Britannia has transformed into a global total foods
company, catering to changing consumer preferences with a diverse range of high-quality and premium
products.
Abhishek Sinha, chief executive officer of Britannia Bel Foods and CBO Britannia Dairy, shares insights on
Britannia's journey, the key differentiators of their Winkin' Cow range, and their plans for future growth,
"Over the years, Britannia has built a reputation as a trusted brand, known for its commitment to quality,
innovation, and customer satisfaction. Present in over 80 countries, Britannia Industries is the parent
company of beloved brands like Good Day, the Laughing Cow, Bourbon, and Nutri choice, etc. This vast
portfolio reflects Britannia's ability to adapt to evolving consumer preferences and offer products that have
become household favorites."

Offering a variety of premium flavors

Britannia offers a diverse portfolio of products, including biscuits, dairy products, cakes, bread, rusk, salted
snacks and more. Within its product lineup, the Winkin' Cow range stands out in the dairy segment.
Speaking of the Winkin' Cow range, Sinha adds, "We have a compelling product proposition: Quality, taste,
premium variety backed by a wide distribution network. One of the key differentiators of the Winkin' Cow
range is the recent introduction of PET bottles, which has significantly enhanced the overall product
experience."

Winkin' Cow is available in exotic flavors like salted almond caramel, Cafe Frappe, intense chocolate, and
flavors like Vanilla, Chocolate, Badam and Strawberry, which offer elevated consumer experiences with
unique inclusions. He adds, "We have exciting plans for new launches in the Winkin' Cow range. New
variants will be added to the range to cater to evolving consumer preferences and further expand our market
presence."

Fostering innovation

Britannia's dedication to research and development (R&D) and continuous innovation drives its success.
"We are committed to staying at the forefront of consumer preferences and market trends. We are actively
working on strengthening the franchise of Winkin' Cow through innovative product offerings. We have
exciting plans for the future and will continue to surprise and delight our consumers," he states.Britannia has
witnessed market growth in the milkshake category across various geographies and channels. Sinha
explains, "Our market share stands at 6%, and we have aggressive plans to increase it further. The southern
region has been one of the biggest contributing regions to our growth. We are actively working on
expanding our distribution network; we have doubled our distribution from 3-4 to 6-7 lakhs. Additionally,
we believe that new product variants, compelling price points, and continuous innovation will play a crucial
role in driving our market share growth."

Target to achieve revenue of INR 1250 cr.

Currently, Britannia's turnover from dairy is INR 600 crore, contributing 5% to Britannia's topline. Winkin'
Cow accounts for 27% of Britannia's dairy revenue. The brand has achieved remarkable growth, surpassing
INR 150 crore in revenues. "Our target is to achieve revenues of INR 1250 crore over the next five years.
We have a strategic roadmap in place that focuses on portfolio expansion, market penetration, and
innovation. By leveraging our strengths and capitalizing on emerging opportunities, we can achieve our
revenue targets and deliver sustainable growth in the coming years," Sinha concludes.
 THEORETICAL BACKGROUND

 ANSOFF MATRIX

Figure 3.1
Figure 3.2
 CHAPTER 4
DATA ANALYSIS
 Data Analysis

It is the process of inspecting, cleansing, transforming, and modeling data with the goal of discovering
useful information, informing conclusions, and supporting decision-making. Data analysis has multiple
facets and approaches, encompassing diverse techniques under a variety of names, and is used in different
business, science, and social science domains. In today's business world, data analysis plays a role in making
decisions more scientific and helping businesses operate more effectively.

Figure 4.1
 Descriptive Analysis

FREQUENCY OF SALES

The chart below is the visual representation of data collected from 35 organized retail outlets. The unit of
analysis where the sales associates assigned to the respective product category.
This survey was conducted to examine the frequency of sales of various Britannia products. The purpose of
this survey was to identify the product category which has the least acceptance among consumers and to
future search for the causes responsible for the phenomena.

Figure 4.2

The survey result shows that the Winkin Cow product which falls under the flavoured milk category has the
least frequency of sales which is the direct effect of consumer purchase intention and has an indirect effect
on retailer preference.
This least contribution of the flavoured milk product among other products of Britannia may not mean that
consumers do not prefer purchasing flavoured milk products. So, a further survey was conducted to address
this question of consumer brand preference. Unit of analysis for this survey were consumers of flavored
milk products with a sample size of 62 customers
 CONSUMER BRAND PREFERENCE

Table 4.1

AMUL KOOL – 37.09%

CAVIN’S- 54.83%

HERSHEY’ S - 4.83%

BRITANNIA- 00%

OTHERS- 3.25%

Figure 4.3

The above chart shows the consumer brand preference for flavoured milk product. Britannia’s flavoured
milk product (Winkin Cow) has the least consumer preference, and this has a direct effect over its share in
flavoured milk category.
Despite of such huge market for flavoured milk products in India, the flavoured milk product of Britannia
has the least share among its own products as well as among other companies in flavoured milk industry.

According to Ansoff’s matrix this is an existing market with an existing product, therefore a market
penetration strategy must be implemented. Market penetration refers to the successful selling of a product or
the extent to which a product is recognized and bought by customers in a specific market. It is measured by
the volume of sales of an existing product compared to the total target market for that product.
Since there is a huge existing consumer base for flavoured milk products, we now just need the existing
consumers to switch from their usual brand to Britannia’s flavoured milk (Winkin Cow). For this we need
to identify and examine the factors influencing consumer switching behaviour. The magnitude of impact of
each factor over the consumer switching behaviour will help in changing the strategy to increase the sales
volume.
 PACKAGING

Does packaging of a product influence your purchase decision?

26

Table 4.2

Does packaging of a product influence your purchase decision?

Yes - 46.77%

No – 11.9%

SOMETIMES Sometimes –
YES 41.93%
METI

NO

Figure 4.4

Only 11.9% of the consumers have said that packaging do not affect their purchase intention. This is
because packaged milkshakes are impulse products and packaging plays a major role in consumer purchase
behaviour while making an impulse purchase.
 SWITCHING BEHAVIOUR DUE TO PACKAGING

Will the design of the product wrapper inspire you to switch to another brand?

Table 4.3

Does the design of the product wrapper inspire you to switch to another brand?

YES – 40.54%
SOMETIMES

NO – 59.46%
YES SOMETIMES-0%

NO

Figure 4.5

Even though packaging influences purchase intention, consumers are not ready to leave their regular brand
for the reason of better packaging of another brand. Consumers may be associated with their regular brand
due to other stronger factors such as Price, Quality and Trust.
 PRICE

What is the price of your brand?

Table 4.4

02 20 – 27.12%
16
14 25 –45.76%

30 –23.73%

35 and above –3.39%

25

Figure 4.6

From the above chart we can infer that packaged milkshakes in India have an ideal pricing range between
Rs.20-30 and most of them are priced Rs.25 and also an acceptable price by customers. Products priced 35
and above have a very limited number of customers.
 PRICE COMPARISON WITH OTHER BRANDS.

Table 4.5

NO YES – 64.52%

NO – 16.13%

SOMETIMES SOMETIMES –

YES 19.35%

Figure 4.7

64.52% of the consumers have said that they compare prices of alternative brands before making a purchase.
This proves that pricing of a impulse product has an immense effect on its sales. We can also infer that
consumers are highly sensitive to price, and they are constantly looking for a better deal; this factor may
have a greater impact over consumer switching behavior.
 QUALITY

Have you ever compared the quality of your brand with other brands?

Table 4.6

You ever compared the quality of your brand with other brands?

YES –

77.05%
NO

NO –

22.95%

YES

Figure 4.8

77.05% people compare the quality of the product with their competitors.
 Are you satisfied with the quality of the brand?

Table 4.7

YES –

70.50%

NO –
SOMEWHAT
1,64%

SOMEWHAT –

NO 27.86%
YES

Figure 4.9

70.50% are satisfied with quality of the product which they are currently using and 27.86% people are
somewhat satisfied with the quality of the product they are using.
 SWITCHING BEHAVIOUR DUE TO QUALITY

Will you switch brand if quality is better than your regular brand?

Table 4.8

YES –

85.49%

NO –
N MAY
O BE
4.84%

MAYBE –

9.67%

YES

Figure 4.10

Over 85.49% of the respondents have said that if they encounter a brand with a better quality than their
regular brand, they will or may switch to the better-quality brand. 95% of consumers switch brands for
better quality. This shows that quality has an important role to play when it comes to switching behavior
over impulse goods.
 SWITHCHING BEHAVIOUR WHEN COMPARING
PRICE AND QUALITY

If the price of the better-quality brand is Rs. 40 and above, will you still switch?

Table 4.9

YES –

38.33%

NO –

MA YES 23.34%
YBE
MAYBE –
38.33%

NO

Figure 4.11

Almost 77% of the consumers have said that they will or may switch brand if the new brand has a better
quality even though it’s priced above Rs.40. However, 18% of the consumers who said yes to the previous
question have said no due to the rise in price with better quality. This means that businesses may lose a
considerable number of sales by increasing their product price to 35 or above.
 CONSUMER PRIORITY TOWARDS MILKSHAKE PRODUCTS

Which of the following do you consider the most important factor in a milkshake?

Table 4.10

AFFORDABLE-
AFFORDABLE
3.28%

HEALTHY- 37.70%
HEALTHY

TASTE TASTE- 59.02%

Figure 4.12

59% of the consumers purchase packaged milkshakes for taste and 38% are health-conscious people. So,
from this it's clear that taste is a very important factor affecting consumer preference.
 BRAND AWARENESS

Which among the following brand's milkshake are you aware of?

Table 4.11

Figure 4.13

Britannia has the least customer awareness in the segment of flavoured milk.
 How familiar are you with
Britannia Milkshakes?

Table 4.12

01. – 50%
03 04
02.- 41.67%

03. - 5%
01

02 04. – 3.33%

Figure 4.14

From the above two charts it’s very clear that Brand awareness of Britannia’s milkshake brand is very low
among consumers, and it is the first most requirement for a consumer to try a brand for at least the first
time.42% of the consumers have said that they were aware of the product but never bought one, this maydue
to the pricing factor which is above the threshold level of Rs.35 and which would have affected the purchase

intention of consumers while they happen to compare price with other brands because previously we have
seen that over 985 of the consumers compare price with other brands for a better deal and another reason
facilitates this behaviour is that in organised retail stores all brands under similar category are placed
together in the same shelf, which eventually tempts consumers to compare price.
 CHAPTER 5

FINDINGS, SUGGESTIONS, CONCLUSION

AND LIMITATIONS
 FINDINGS

01. Britannia’s flavored milk (Winkin Cow) has the least consumer preference among flavoured milk.
02. Only 11.9% of the consumers have said that packaging do not affect their purchase intentions.
03. 59.46% are not ready to leave their regular brand for the reason of better packaging of another
brand. Consumers may be associated with their regular brand due to other stronger factors such as
Price, Quality and Trust.
04. 96.61% people purchase flavoured milk ranging between Rs 20-30.
05. 64.52% of the consumers have said that they compare prices of alternative brands before making a
purchase.
06. 77.05% people compare the quality of the product with their competitors.
07. 70.50% are satisfied with quality of the product which they are currently using.
08. 95% of consumers switch brands for better quality.
09. Almost 77% of the consumers have said that they will or may switch brand if the new brand has a
better quality even though it’s priced above Rs.40.
10. 59% of the consumers purchase packaged milkshakes for taste and 38% are health-conscious people.
So, from this it's clear that taste is a very important factor affecting consumer preference.
11. From the above two charts it’s very clear that Brand awareness of Britannia’s milkshake brand is
very low among consumers, and it is the first most requirement for a consumer to try a brand for at
least the first time.
 SUGGESTIONS TO THE COMPANY

1. The company can implement an innovative and eco-friendly packaging

to grab customer’s attention

2. I would suggest the company to bring down their MRP from Rs.40 to somewhere between Rs.20-30
3. They should improve their promotional activities by promoting through television and news paper
4. The strength of the Winkin Cow brand is its Quality, so this can be used for promotional purpose by
giving free sampling.

HYPOTHESES

The following hypotheses are developed by testing the relationship between consumer switching behaviour
and factors.
H1: Price has a significant impact on consumer switching behavior.
H01 : Price does not have a significant impact on consumer switching behavior.
H2: Packaging has a significant impact on consumer switching behavior.
H02: Packaging does not have a significant impact on consumer switching behavior.
H3: Product quality has a significant impact on consumer switching behavior.
H03: Product quality does not have a significant impact on consumer switching behavior.
H4: Brand awareness has a significant impact on consumer switching behavior.
H04 : Brand awareness does not have a significant impact on consumer switching behavior .

.
 CONCLUSION

There are four major factors affecting consumer switching behaviour when it comes to the flavoured milk
market. The four factors are Price, Quality, Package and Brand awareness. According to the current strategy
implemented by Britannia for their flavoured milk brand – Winkin Cow, Price, Packaging and Brand
awareness has a negative impact over consumer
switching behaviour. These three variables act as barriers which prevent customers from making a purchase.
The quality of the product has a positive impact over consumer switching behaviour because consumers feel
that Winkin Cow’s Quality is one of the best among top milk shake brands.

When customers make a simple value calculation before they make a purchase, they feel that one positive
and three negative factors make a negative value and hence hesitate to switch from their regular brand. The
company can use their positive factor to penetrate the market and make some changes in those three
negative factors to increase customer purchase intention by triggering switching behaviour by giving better
value than the competitor. This can be done using the following suggestions.
 LIMITATIONS

01. The study was undertaken only for duration of 30 days, so time was constraint.
02. The scope of the study is limited only to Patna and results cannot be generalized.
03. During the study there was lot of rejection and lack of co-operation from respondents.
 REFERENCE

• Burnham, Thomas A, (2003), “Consumer Switching Costs: A Typology, Antecedents, and

Consequences”
• M.Sathish , K.Santhosh Kumar, (2011), “A Study on Consumer Switching Behaviour in Cellular
Service Provider: A Study with reference to Chennai”
• Gupta, Alok, (2004), “An Empirical Study of Consumer Switching from Traditional to Electronic
Channels: A Purchase-Decision Process Perspective”
• Harvir S. Bansal, Shirley F. Taylor, (1999), “The Service Provider Switching Model (SPSM):A
Model of Consumer Switching Behaviour in the Services Industry”
• Dean, Alison, Yu, Yi‐Ting, (2001), “The contribution of emotional satisfaction to consumer loyalty”
• Gounaris, Spiros, Athanassopoulos, Antreas, (2005), “Behavioural responses to customer
satisfaction: an empirical study”
• Pei-Yu Chen, Lorin M. Hitt (2002), “Measuring Switching Costs and the Determinants of Customer
Retention in Internet-Enabled Businesses: A Study of the Online Brokerage Industry”
• Keaveney, S. (1995). “Customer Switching Behavior in Service Industries: An Exploratory Study.
Journal of Marketing”
• Jung-Yu Lai, Sutappa Debarmma, (2008), “An empirical study of consumer switching behaviour
towards mobile shopping: a Push–Pull– Mooring model”
• LaBarbera, Priscilla A., and David Mazursky. (1993) "A Longitudinal Assessment of Consumer
Satisfaction/Dissatisfaction: The Dynamic Aspect of the Cognitive Process."
 ANNEXURE-QUESTIONNAIRE

01. Which flavored milk brand do you buy ?

Amol Kool
Cavin’s
Britannia
Others

02. Does packaging of a product influence your purchase decision ?

Yes
No
Sometimes

03. Will the design of the product wrapper inspire you to switch to another brand ?
Yes
No
Sometimes

04. What is the price of your brand ?

20
25
30
35 and above

05. Do you compare price with other brands ?

Yes
No
Sometimes

06. Have you ever compared the quality of your brand with other brands ?
Yes
No

07. Are you satisfied with the quality of your brand ?

Yes
No
Sometimes

08. Will you switch brand if quality is better than your regular brand ?
Yes
No
Maybe

09. If the price of the better quality brand is Rs 40 and above , will you still switch ?
Yes
No
Maybe
10. Which of the following do you consider the most important factor in a milkshake ?
Affordable
Healthy
Taste

11. Which among the following brands milkshake are you aware of ?
Amul Kool
Hershey’s
Cavin’s
Britannia

12. How familiar are you with Britannia milkshake ?

I’ve never heard of them.
I’ve heard of them, but never bought one.
I buy it occasionally.
I buy it often.