19. PAPER - 19

Research Paper E-ISSN NO : 2455-295X | VOLUME : 10 | ISSUE : 3 | SPECIAL ISSUE MARCH-2024
A STUDY OF CONSUMER PREFERENCE TOWARDS PARLE-G BISCUITS.
VISWANTH.K III B. COM (CA) MANNAR THIRUMALAI NAICKER COLLEGE, MADURAI.

SELVAM.S III B. COM (CA) MANNAR THIRUMALAI NAICKER COLLEGE, MADURAI.
M.COM., M.PHIL., M.B.A., P.G.D.C.A., ASSISTANT PROFESSOR, PG DEPARTMENT OF
MRS.E. BOBBY COMMERCE WITH COMPUTER APPLICATIONS, MANNAR THIRUMALAI NAICKER COLLEGE,
MADURAI.
ABSTRACT:
This study investigates consumer preferences towards Parle-G biscuits, a staple in many households worldwide. Employing
both qualitative and quantitative methods, the research aims to discern the factors influencing consumer choices, including
taste, price, brand loyalty, and nutritional considerations. Through surveys, interviews, and data analysis, the study seeks to
uncover patterns in consumer behavior and perceptions, shedding light on the significance of Parle-G in the biscuit market.
Findings from this study can inform marketing strategies and product development initiatives, enabling companies to better
meet consumer needs and preferences in this competitive market landscape.
KEYWORDS:
PARLE-G BISCUIT, PREFERENCE, CONSUMER BUYING BEHAVIOR.
1.1 INTRODUCTION
Parle Products has been India's largest manufacturer of influencing purchasing decisions, evaluating satisfaction
biscuits and confectionery for almost 80 years. Makers of levels, and identifying areas for product improvement. It
the world's largest-selling biscuit, Parle-G, and a host of aims to explore what drives consumers to choose Parle G,
other very popular brands, the Parle name symbolizes their expectations, and any challenges they may face,
quality, nutrition and great taste. With a reach spanning ultimately providing insights for enhancing the brand's
even to the remotest villages of India, the company has market positioning.
come a very long way since its inception. Many of the Parle 1.3 REVIEW OF LITERATURE
products biscuits or confectioneries, are market leaders in
their category and have won acclaim at the Monde  Srivastava, A. (2019). Consumer Perception and
Selection, since 1971. With a 40% share of the total biscuit Buying Behavior towards Parle-G Biscuits: A Study
market and a 15% share of the total confectionary market in Delhi-NCR Region. International Journal of
in India, Parle has grown to become a multi-million dollar Marketing and Business Communication, 5(2),
company. While to the consumers it's a beacon of faith and 45-56.
trust, competitors look upon Parle as an example of  Chatterjee, P., & Gupta, R. (2020). Analyzing
marketing brilliance. Every nation dreams of a better Consumer Preferences for Biscuits: A Case Study
tomorrow. And every nation's tomorrow lies in the hands of Parle-G in Kolkata Journal of Consumer
of its children: the young stars who shape the future of the Behavior, 17(3), 245-258.
nation. So, it's important to nourish these young stars,  Patel, R., & Desai, K. (2021). A Comparative
after all it's a question of the nation's future. Filled with the Analysis of Parle-G and Competitor Brands:
goodness of milk and wheat, Parle-G is a source of Consumer Preferences and Satisfaction. Journal of
all-round nourishment. Treat yourself to a pack of yummy Retailing and Consumer Services, 58, 102342.
Parle-G biscuits to experience what has nurtured and 1.4 OBJECTIVIES
strengthened millions for over 70 years. A meal substitute
for some and a tasty and healthy snack for many others.  To find out the satisfaction levels towards service
Consumed by some for the value it offers, and many others provided by PARLE G.
for its taste. Whatever the occasion, it has always been  To find out the major competitor of PARLE G
around as an instant source of nourishment. Little wonder BISCUIT.
that it's the largest-selling biscuit brand in the world.  To give an extensive distribution network.
1.2 STATEMENT OF PROBLEM  To reach to remote rural areas.
The statement of the problem for Parle G's consumer  To maintain public relations.
preferences could involve understanding factors
INTERNATIONAL EDUCATIONAL SCIENTIFIC RESEARCH JOURNAL 59

 To give satisfaction to the users. TOTAL 70 100%
1.5 RESEARCH DESIGN
Research methodology is a systematic way to solve the
research problem. The research methodology includes the
various method and techniques for conduction research.
The logic behind taking research methodology into
consideration is that one can have knowledge about the
method and procedure adopted for achievement of objects
of the projects.
SAMPLE SIZE
The study is conducted on the basis of 70 selected sample
and findings are drawn based on their response.
SAMPLING TECHNIQUE
The technique used for selecting the sample is In the above table data indicates that 31.4% of
non-random or non-probability sampling techniques. respondents were Supermarkets, 61.4% of respondents
Convenient sampling is used for collecting data in this were Local grocery stores, and 5.7% were Advertisement.
study. TABLE 3
1.6 DATA ANALYSIS HOW OFTEN DO YOU PURCHASE PARLE-G
CLASSIFICATION OF RESPONDENTS ACCORDING BISCUITS?
TO DEMOGRAPHIC PROFILE S.NO PARTICULARS NO.OF.RESPONDENTS PERCENTAGE
TABLE 1: GENDER 1 Daily 17 24.3%

SI NO PARTICULARS NO OF PERCENTAGES
2 Weekly 22 31.4%
RESPONDENTS
3 Monthly 15 21.4%
1 MALE 50 71.4%
4 Occassionally 16 22.9%
2 FEMALE 20 28.6%
Total 70 100%
TOTAL 70 100%
In the above table data indicates that 71.4% of

respondents were male 28.6% were male.
TABLE 2: WHERE DO YOU USUALLY PURCHASE In the above table data indicates that 24.30% of
PARLE-G BISCUITS? respondents were daily, 31.40% of respondents were
weekly, and 21.40% were monthly, 22.90% of respondents
NO OF
SI NO PARTICULARS
RESPONDENTS
PERCENTAGES were occasionally.
1 SUPERMARKETS 22 31.4% 1.7 FINDINGS &CONCLUSTION

 Majority 50% are male gender.
LOCAL GROCERY
2
STORES
44 62.9%  Majority 62.2% of people were purchased in local
grocery stores.
ONLINE  Majority 31.40% of people were purchased
3 4 5.7%
PLATFORMS
weekly.

This study offers valuable insights into consumer Journal of Food Science and Technology, 38(5),
preferences towards Parle-G biscuits. Through a 502-503
combination of qualitative and quantitative analyses, it
became evident that factors such as affordability, nostalgia, 3. Venkateshwaralu, Kishore Kumar.M, Rajanath.K,
taste, and perceived nutritional value significantly (1987) ‘A Behavioral analysis on consumer decision
influence consumer choices. Parle-G's enduring popularity making’, Indian Journal of Marketing, Issue 4, 3-9
and emotional connections with consumers underscore its 4. Vincent, N., (2006), ‘A study on brand
unique position in the market. Moving forward, there is an
consciousness among children and its effect on family
opportunity for Parle-G to leverage these insights to
further innovate and cater to evolving consumer buying behavior in Bangalore City’, Indian Journal of
preferences, ensuring its continued success in the Marketing, Issue 1, 12-18.
competitive biscuit market. WEBSITE:
1. https://www.scribd.com/doc/62314456/Project-
REFERENCES on-Parle-G
1. Rees, A. M, (1992), ‘Factors influencing consumer 2. https://www.parleproducts.com/brands/parle-g
choice’, Journal of the Society of Dairy Technology, 3. https://en.wikipedia.org/wiki/Parle-G
Issue 4, 112-116.
2. Renuka Hirekenchanagoudar (2009). Analyze The
Buying behavior of Ready to eat Food Products.

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Research Paper E-ISSN NO : 2455-295X | VOLUME : 10 | ISSUE : 3 | SPECIAL ISSUE MARCH-2024

A STUDY OF CONSUMER PREFERENCE TOWARDS PARLE-G BISCUITS.

VISWANTH.K III B. COM (CA) MANNAR THIRUMALAI NAICKER COLLEGE, MADURAI.

INTERNATIONAL EDUCATIONAL SCIENTIFIC RESEARCH JOURNAL 59

TABLE 1: GENDER 1 Daily 17 24.3%

In the above table data indicates that 71.4% of

1 SUPERMARKETS 22 31.4% 1.7 FINDINGS &CONCLUSTION

INTERNATIONAL EDUCATIONAL SCIENTIFIC RESEARCH JOURNAL 60

INTERNATIONAL EDUCATIONAL SCIENTIFIC RESEARCH JOURNAL 61

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