MEDI-CAPS UNIVERSITY

INDORE

Project report

ON
“Customer Satisfaction towards Balaji wafers”
Submitted as Partial Fulfillment for
Degree of bachelor of Business Administration To
Department of Management Studies
Medi-Caps University, Indore
May, 2025

Submitted to :
Submitted by:
Enrollment no.:

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 DECLARATION BY THE STUDENT
This is to certify that the dissertation entitled “CUSTOMER SATISFACTION TOWARDS
BALAJI WAFERS ” is a bonafide work done by me ……. Enrollment no., under the
supervision of PROF. …….in partial fulfilment for the degree of Bachelor of Business
Administration by Medi-Caps University,
Indore.
Place:
Date: Name:
Enrollment No.:

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 CERTIFCATE OF THE SUPERVISOR
This to certify that …,,,, has executed the dissertation entitled “Customer Satisfaction
towardsbalaji wafers” under my supervision and the report submitted therewith is the result of
work done under my supervision.
Place:
Date:
Assistant Professor
External Viva-Voce Examine

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 ACKNOWLEDGEMENT
I am grateful to my Guide Prof. Assistant Professor of Medi-Caps University, Department of
Management, Indore for her precious guidance throughout my dissertation work. She has
devoted her valuable time and motivated me at every step towards completing this dissertation.
The study would not have been possible without her generous guidance. I am deeply indebted
to Prof. Sanjay Jain, Dean Management,Medi-Caps University, Indore for their continuous
support and blessings.His support has rendered me great help towards this Dissertation work.
I also express my sincere gratitude to my family members, friends and respondents for extended
support throughout the Industrial Training work.
Name of the Student-
Enrolment No-

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ABSTRACT

This thesis aims to examine consumer satisfaction towards Balaji Wafers, one of India's leading
snack food brands. The study explores various factors influencing customer satisfaction, such
as product quality, taste, packaging, pricing, availability, and brand perception. Through a
combination of primary and secondary research, the study assesses consumer attitudes and
buying behaviour to understand the brand’s market position and loyalty among its customers.
The research also identifies key areas of strength and potential improvement for Balaji Wafers,
offering insights into how the brand can enhance its customer experience and sustain long-term
growth in a competitive FMCG market. The findings contribute to the broader understanding
of consumer behaviour in the snack food industry and provide practical recommendations for
marketers and brand managers.

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TABLE OF CONTENTS
CHAPTERS CONTENTS PAGE No.
Declaration by the Candidate/Student i
Certificate of the Supervisor/Guide ii
Acknowledgement iii
Abstract iv
Table of Contents v
Introduction
Chapter - 1 1.1 Overview of the Topic
1.2 Rationale of the study
Chapter - 2 Review of literature

Research Methodology
3.1 Objectives of Study
Chapter - 3
3.2Sample Characteristics
3.3Measures (Questionnaire )

Chapter - 4 Data Analysis and Interpretation

Conclusion
5.1 Conclusion (Recommendation and Suggestions)
Chapter - 5 5.2 Implications of the Study
5.3 Limitations of the study
5.4 Scope for the future Study
References
Appendix (Questionnaire)

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Customer Satisfaction Towards Balaji Wafers

Introduction

CHAPTER -1

Overview of the topic

Customer satisfaction is not just about fulfilling customer expectations but also about
exceeding them. In today’s competitive market, it is vital for companies to ensure that their
products and services meet customer needs. High customer satisfaction often translates into
brand loyalty, repeat purchases, and positive word-of-mouth, all of which are critical for
business sustainability.

Balaji Wafers, one of India’s leading snack food companies, has successfully built a brand
known for its affordability and quality. However, with increasing competition and evolving
customer preferences, it becomes essential to analyze and measure how satisfied customers are
with Balaji Wafers' products. This research project aims to evaluate customer satisfaction with
Balaji Wafers by focusing on several key factors such as product quality, pricing, taste,
packaging, and distribution.

The research will help the company identify strengths, weaknesses, and areas for potential
improvement in their product offerings, marketing strategies, and customer engagement.

Customer satisfaction is often viewed as a crucial metric that organizations use to gauge how
well their products and services meet or surpass customer expectations. High levels of
satisfaction result in increased brand loyalty, repeat customers, and positive word-of-mouth
referrals, which are all essential for long-term business success.

Balaji Wafers is one of the leading snack food companies in India, known for its wide range of
potato chips, wafers, and other savory snacks. Since its inception in 1993, the company has
maintained a strong focus on quality and affordability, establishing itself as a household name
in India. However, as the competitive landscape continues to evolve and customer preferences
change, it becomes increasingly important to evaluate and understand customer satisfaction in
relation to the company's offerings.

The primary objective of this research is to analyze customer satisfaction levels regarding
Balaji Wafers' product quality, pricing, packaging, taste, and distribution. By exploring these
factors, this study aims to uncover the key drivers of satisfaction and recommend areas for
improvement.

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Rationale of the Study

Consumer satisfaction plays a vital role in determining the success and sustainability of any
brand, especially in the competitive landscape of the snack food industry. Balaji Wafers, a well-
established Indian brand, has gained popularity due to its wide product range and affordable
pricing. However, with increasing competition and evolving consumer preferences, it becomes
essential to regularly assess how customers perceive the brand.

This study aims to explore the various elements that influence consumer satisfaction towards
Balaji Wafers, including taste, quality, packaging, pricing, and availability. Understanding
these factors can help the brand identify its strengths and areas that may need improvement.
The purpose of this research is not only to evaluate current customer satisfaction levels but also
to provide valuable insights that can guide the brand in enhancing its offerings and building
stronger consumer relationships. By focusing on consumer feedback and behavior, the study
contributes to the broader understanding of marketing strategies in the FMCG sector.

History of Balaji Wafers

Balaji Wafers was established in 1993 by Mr. Kirit Patel in Rajkot, Gujarat. The company
initially started with a small potato chips manufacturing unit. It focused on producing high-
quality snacks using fresh ingredients, which quickly gained popularity among local customers.

By 2000, the company had expanded its operations beyond Gujarat, reaching various cities
across India. The turning point came in 2004, when the company introduced a range of new
flavors under its flagship product, Balaji Chips. These flavors were designed to cater to regional
tastes, making them a hit in diverse Indian markets.

The brand grew exponentially as demand increased for affordable, tasty snacks. Balaji Wafers
has since established itself as one of the top players in the Indian snack food industry,
competing with multinational brands. The company now has multiple manufacturing plants
across India and offers a wide range of products, from potato chips to namkeens and beverages

. By 2005, the company had established multiple production units and distribution networks
across the country. Balaji Wafers’ focus on offering a variety of flavors tailored to regional
preferences, such as masala, tomato, and barbecue, allowed it to gain widespread popularity.
Over the years, the company diversified its product portfolio to include namkeens, beverages,
and other snacks, further strengthening its position in the market.

Today, Balaji Wafers is one of the top snack food brands in India, with a loyal customer base
that spans both urban and rural areas. Its growth and success are attributed to its focus on
product innovation, cost-effective pricing strategies, and high-quality manufacturing
processes.

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Mission

Balaji Wafers’ mission is to deliver the highest quality snacks that cater to diverse tastes, while
remaining affordable and accessible to all. The company aims to provide customers with

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delicious and fresh products, offering them the best value for money. Their focus on product
innovation and customer satisfaction helps them to create a lasting bond with their consumers.

Moreover, Balaji Wafers strives to maintain its reputation for ethical business practices, such
as fair wages for employees, ethical sourcing of ingredients, and environmentally friendly
production processes.

The mission of Balaji Wafers is rooted in a commitment to providing consumers with high-
quality snack products that combine taste, freshness, and affordability. The company strives to
make snacking an enjoyable experience for people across India and beyond. Balaji Wafers
seeks to create products that not only satisfy hunger but also offer value to its customers by
maintaining high standards in every aspect of production, from sourcing ingredients to
packaging.

A key component of the company’s mission is to maintain a customer-first approach. Balaji

Wafers is constantly working to understand and meet the evolving preferences of its
consumers. The company is also focused on sustainability, aiming to adopt eco-friendly
production practices and reduce waste.

Balaji Wafers aims to build lasting relationships with its customers by continuously enhancing
the product experience. The company’s mission is not just to sell snacks but to create a brand
that consumers trust and turn to time and again.

Vision

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Balaji Wafers envisions becoming a global leader in the snack food industry. Its goal is to
create a strong presence in international markets, starting with regions that have a large South
Asian diaspora, such as the Middle East and Southeast Asia. Additionally, the company aims
to continuously expand its product line to meet the demands of evolving customer preferences,
particularly those seeking healthier, organic, and gluten-free snack alternatives.

The company’s vision also extends to environmental sustainability. As consumer demand for
eco-conscious products increases, Balaji Wafers plans to focus on reducing its environmental
footprint through energy-efficient manufacturing, sustainable sourcing of raw materials, and
reducing plastic waste in packaging.

Ultimately, Balaji Wafers seeks to maintain its stronghold in India while positioning itself as a
global snack food brand that resonates with both traditional and health-conscious consumers.

Balaji Wafers envisions becoming a globally recognised brand in the snack food industry,
delivering premium quality products that exceed customer expectations. Their long-term goals
include expanding their footprint into international markets, particularly in regions with large
Indian diasporas. The company also seeks to enhance its sustainability efforts by adopting eco-
friendly practices in production, packaging, and waste management.

Furthermore, Balaji Wafers plans to stay ahead of consumer trends by diversifying its product
offerings to include healthier, organic snack options to cater to the growing demand for
wellness-focused food products.

Values

Balaji Wafers operates on a foundation of core values that guide its business operations:

• Quality: Every product that leaves the production facility adheres to stringent quality
control standards. The company uses high-quality ingredients and employs modern
manufacturing techniques to ensure consistency and freshness.
• Customer-Centricity: Customer satisfaction is at the heart of Balaji Wafers’ business
strategy. The company is constantly innovating based on customer feedback and
changing preferences to ensure that its offerings remain relevant and appealing.
• Innovation: Balaji Wafers places great importance on innovation, constantly
experimenting with new flavours, textures, and packaging designs to meet consumer
demand for new and exciting snack options.
• Sustainability: The company acknowledges its environmental responsibilities and
strives to reduce its carbon footprint, minimise waste, and use sustainable packaging
materials wherever possible.
• Integrity: Balaji Wafers conducts its business with integrity, ensuring transparency in
operations, ethical sourcing, and fair treatment of all stakeholders.

BALAJI WAFERS PVT. LTD,

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ORGANISATIONAL STRUCTURE
There is a line type of organisation in which responsibility flow upward and authorities flow
downward and upward.

The following is the organisational structure of BALAJI

WAFERS PVT LTD.

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Company Profile

Balaji Wafers has grown from a small, regional player to one of India’s leading snack food
brands. The company operates more than 10 production facilities across various states in India,
and its products are distributed nationwide through a network of over 100 distributors.

The company's workforce consists of over 5,000 employees, with teams in production,
marketing, distribution, and customer service. Its operations are characterised by strict quality
control measures, state-of-the-art manufacturing facilities, and efficient supply chain
management. Balaji Wafers’ commitment to quality and affordability has made it a household
name across India.

Balaji Wafers is a privately held company headquartered in Rajkot, Gujarat. It has a network
of more than 100 distributors and operates over 10 manufacturing plants across India. The
company’s production facilities are equipped with state-of-the-art machinery, which ensures
high production efficiency and quality standards.

The company employs over 5,000 people across various functions, including manufacturing,
marketing, sales, and distribution. Balaji Wafers has achieved significant growth by focusing
on customer needs and by maintaining a strong distribution network that reaches both urban
and rural markets.

In terms of market positioning, Balaji Wafers competes with other major snack brands such as
Lay’s, Pringles, and local regional brands. Despite the stiff competition, Balaji Wafers has
carved out a niche for itself in the Indian snack food industry by maintaining its commitment
to quality, innovation, and affordability.

Balaji Wafers is a privately held company headquartered in Rajkot, Gujarat. It has a network
of more than 100 distributors and operates over 10 manufacturing plants across India. The
company’s production facilities are equipped with state-of-the-art machinery, which ensures
high production efficiency and quality standards.

The company employs over 5,000 people across various functions, including manufacturing,
marketing, sales, and distribution. Balaji Wafers has achieved significant growth by focusing
on customer needs and by maintaining a strong distribution network that reaches both urban
and rural markets.

In terms of market positioning, Balaji Wafers competes with other major snack brands such as
Lay’s, Pringles, and local regional brands. Despite the stiff competition, Balaji Wafers has
carved out a niche for itself in the Indian snack food industry by maintaining its commitment
to quality, innovation, and affordability.

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Products & Services

Balaji Wafers offers a broad range of snack products that cater to diverse tastes:

• Potato Chips: The core product offering, Balaji’s potato chips are available in a variety
of flavours, such as salted, masala, tomato, and tangy tamarind. These products are
available in small, medium, and large packaging to cater to individual consumers and
families.
• Namkeens: In addition to chips, Balaji Wafers offers a range of traditional Indian
namkeens, such as sev, bhujia, and mixtures. These products are particularly popular in
the rural and semi-urban markets.
• Wafers: Thin, crispy wafers in flavours like salted, sweet, and spicy. These products
appeal to those who prefer lighter, airier snacks.
• Beverages: Balaji Wafers has also expanded into beverages, offering fruit juices and
flavoured drinks that complement their snack offerings.
• Healthy Alternatives: With growing consumer demand for health-conscious snack
options, Balaji Wafers is developing products such as baked chips, gluten-free snacks,
and low-calorie varieties.

Marketing Mix

1. Product: Balaji Wafers offers a variety of snacks that cater to different consumer tastes.
It ensures that each product is made with high-quality ingredients and is fresh when it
reaches the consumer. The brand focuses on delivering a wide range of flavors to satisfy
the diverse preferences of the Indian market.
2. Price: The pricing strategy of Balaji Wafers is centered on affordability. The
company’s pricing is competitive, targeting middle-class and lower-middle-class
consumers. Balaji Wafers offers its products at various price points to accommodate
the needs of different customer segments.
3. Place: Balaji Wafers has an extensive distribution network that spans across India, with
its products available in supermarkets, local kirana stores, and even vending machines
in high-traffic areas. The company also sells its products through e-commerce
platforms, making it easier for customers to access their favorite snacks from home.
4. Promotion: Balaji Wafers promotes its products through a combination of traditional
media, such as television and print advertisements, as well as digital marketing on
platforms like Instagram, Facebook, and YouTube. The company uses influencer
partnerships, contests, and special promotions to engage consumers and boost brand
awareness.

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SWOT Analysis

• Strengths:
o Brand Recognition: Strong brand presence in India.
o Affordability: Balaji Wafers is known for offering quality snacks at affordable
prices.
o Diverse Product Range: The company offers a wide variety of snack products
to cater to different consumer tastes.
o Extensive Distribution Network: Products are available in both urban and
rural markets, ensuring broad reach.
• Weaknesses:
o Limited Product Diversification: Balaji Wafers has a narrow focus primarily
on snack foods.
o Dependence on the Indian Market: While successful in India, the company
has limited presence in international markets.
• Opportunities:
o Health-Conscious Snacks: The demand for healthier snacks is on the rise,
offering opportunities to expand product lines to include low-calorie or organic
options.

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 o International Expansion: There is significant growth potential in markets like
the Middle East and Southeast Asia, where Indian snacks are popular.
o E-commerce: With increasing online shopping, Balaji Wafers can explore
direct-to-consumer sales channels.
• Threats:
o Intense Competition: Both domestic and international brands like Lay’s and
Pringles pose a significant competitive threat.
o Changing Consumer Preferences: Shifting trends towards healthier snacks
could challenge traditional snack foods.
o Raw Material Price Fluctuations: Rising costs of ingredients such as potatoes
and edible oils can impact profitability.

PESTEL Analysis

• Political: Government regulations concerning food safety standards, packaging laws,

and food labelling regulations impact how Balaji Wafers operates.
• Economic: Economic conditions such as inflation, disposable income, and the overall
economic growth of India influence consumer spending on snacks.
• Social: Increasing health awareness among consumers is driving demand for low-
calorie, organic, and gluten-free snack options.
• Technological: Technological advancements in food production, packaging, and
logistics contribute to product quality improvement and cost reduction.
• Environmental: Balaji Wafers must address sustainability issues, such as reducing
packaging waste and minimising energy consumption during production.
• Legal: Compliance with food safety regulations, intellectual property laws (e.g.,
product patents), and labor laws is essential for the company’s operations.

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CHAPTER-2
LITERATURE REVIEW:

Dixit, Kavaldeep, and Tanjul Saxena (2014) present insights in their Net Scribes market
research report titled Snacks Market in India 2014, highlighting the evolving competitive
landscape and future growth opportunities within India's snack industry. The increasing
demand for snacks is driven by multiple factors, offering significant potential for manufacturers
to expand and succeed profitably. The report outlines key developments in the Indian snack
sector since 1995. Initially, the market was largely led by two major players: Haldiram, known
for its traditional snacks, and Amrit Agro, the producer of 'Uncle Chips.' Industry participants
are required to comply with quality standards established by the Food Safety and Standards
Authority of India (FSSAI). Furthermore, the snack segment benefits from various government
policies related to the food processing industry, including provisions for foreign direct
investment (FDI), tax incentives, and export facilitation.

MasumaBharmalJariwala (2017) provides a compelling narrative about the growth and

evolution of Balaji Wafers, which has transformed from a modest business into a major player
in the Indian snacks industry. Today, Balaji Wafers holds the position of the largest regional
brand in the potato wafer and snack market, and ranks second nationally in the potato wafer
category. The company’s inspiring journey began with Chandubhai Virani, the founder and
director of Balaji Wafers Private Limited, who initially worked at a cinema theatre canteen. It
was during this humble beginning that he began experimenting with making potato wafers,
which eventually led to the establishment of one of India’s most recognized regional snack
brands.

Despite its stronghold being limited to the western states of India—namely Gujarat,
Maharashtra, Goa, Rajasthan, and Madhya Pradesh—Balaji Wafers has become a well-known
household name. This widespread recognition is largely attributed to the company’s robust and
efficient distribution network, which has enabled it to effectively reach a broad customer base
across these regions. A visit to the company's manufacturing facility located in the village of
Vajdi (Vad), around 20 kilometers from Rajkot, gives insight into the company's cultural and
operational philosophy. At the very entrance of the sprawling 50-acre plant stands a small
Balaji temple, symbolizing the owners' deep faith in Lord Balaji, from whom the company
draws its name.

Interestingly, while the factory boasts record-breaking capabilities—it was once India’s most
advanced plant with the ability to process approximately 5,000 kilograms of potatoes every
hour when it launched in 2003—it maintains a low-profile appearance. The facility lacks any
company branding or promotional displays on its grounds, signaling a commitment to humility
despite impressive achievements. The site also places a strong emphasis on sustainability and
environmental consciousness, featuring about 2,000 plants and trees, around 100 cows, and its
own water treatment and biogas units, making it not only a center of high production but also
of ecological responsibility.

Ganesh S. Shinde (2014) contributes to the understanding of Balaji Wafers' consumer

perception by focusing his research on customer satisfaction and preference for various Balaji

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product flavors. The primary aim of the study was to assess how customers view the brand in
terms of taste, quality, and overall satisfaction. By utilizing primary data collection methods,
including structured questionnaires, the research sought to evaluate the key variables that
influence consumer attitudes toward the brand. These variables included brand perception,
satisfaction levels, the impact of competing products, and the factors that ultimately influence
buying decisions. The study was also geared toward identifying the most preferred Balaji
flavors and gauging the company’s marketability and future growth opportunities.

This research is essential for understanding how Balaji Wafers has built its brand reputation
and maintained customer loyalty in a highly competitive market. It also sheds light on how
consumer behavior, preferences, and satisfaction levels drive the company’s product
development and marketing strategies.

Kleiner (2006), who describe customer satisfaction as a consumer’s evaluative judgment of a

product or service’s performance. According to them, satisfaction occurs when a product or
service provides a level of consumption-related pleasure, which could be based on whether
expectations are met, exceeded, or not met at all. Their framework underscores the importance
of understanding the emotional and experiential elements associated with consumer responses,
suggesting that satisfaction is not just about utility or value, but also about how well a product
aligns with the customer's anticipated experience.

Together, these perspectives highlight the remarkable journey of Balaji Wafers and how a
blend of strategic growth, deep-rooted cultural values, product innovation, and consumer-
centered research has contributed to its sustained success in the Indian snack industry.

Manimaran, P., and V. Selladurai (2014) present a comprehensive study aimed at addressing
a complex problem within supply chain management by applying a Particle Swarm
Optimization (PSO) algorithm. The research focuses on optimizing a multi-stage supply chain
network that includes fixed charges—a challenge commonly encountered in real-world
logistics and distribution systems. In many distribution scenarios, the total transportation cost
is composed of both fixed costs, which remain constant regardless of the shipment quantity,
and variable costs, which scale with the volume transported. The main objective of this study
is to identify the most efficient configuration of suppliers, manufacturing plants, and
distribution centers (DCs) to be operational, while also determining the appropriate flow of
goods to satisfy customer demand at the lowest possible overall distribution cost.

The complexity of the problem extends beyond traditional linear or integer programming
models. The inclusion of fixed charges renders the problem non-polynomial (NP) hard,
significantly increasing its computational difficulty and making conventional optimization
approaches less effective. To address this, the authors propose a PSO-based algorithm and
evaluate its performance by comparing it with other advanced optimization techniques,
including a spanning tree-based genetic algorithm (st-GA), an improved Prefer Number
Encoding-Based Genetic Algorithm (IPEGA), and the LINGO optimization software.

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Through rigorous computational analysis, the study concludes that the PSO algorithm performs
remarkably well, delivering high-quality solutions that demonstrate both efficiency and
accuracy in minimizing distribution costs. The findings validate the potential of PSO as a
powerful tool for solving complex supply chain problems, especially those involving both fixed
and variable cost components.

Dabade, B. M., and P. K. Ray (1996) provide insights into the growing emphasis on quality
in the face of increasing global competition. As industries across the world face heightened
demands from customers and markets for superior products and services, there has been a
notable shift toward implementing structured quality improvement strategies. Over the past
decade, quality engineering has evolved as a discipline, offering robust methodologies aimed
at enhancing performance and customer satisfaction.

The authors observe that both researchers and industry professionals have made significant
contributions to the field by developing innovative techniques and reporting advancements in
quality practices. These efforts are part of a broader movement within the industrial sector to
achieve operational excellence and maintain a competitive edge through continuous
improvement in product and service quality.

Together, these studies illustrate two critical dimensions of contemporary industrial and supply
chain management: the pursuit of operational efficiency through advanced optimization
techniques and the relentless drive for quality enhancement in products and services. While
Manimaran and Selladurai address optimization challenges using computational intelligence,
Dabade and Ray emphasize the strategic importance of quality in achieving long-term success
in competitive markets.

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CHAPTER -3
RESEARCH METHODOLOGY

Objectives

1. To analyze customer satisfaction regarding Balaji Wafers’ products.

2. To identify the factors influencing consumer satisfaction, such as product quality,
pricing, and packaging.
3. To evaluate the effectiveness of marketing and promotional strategies used by Balaji
Wafers in retaining customers.
4. To recommend improvements in product offerings and customer engagement
strategies.

Research Methodology

This study will employ both qualitative and quantitative methods:

• Primary Data: Data will be collected through structured surveys and in-depth
interviews and questionnaire with Balaji Wafers’ consumers. The survey will focus on
measuring customer satisfaction with various product attributes such as taste, quality,
price, and packaging.
• Secondary Data: The research will also incorporate secondary data from market
reports, industry journals, and company documents.

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CHAPTER- 4

Data Analysis & Interpretation

Instrument used for data collected: Questionnaire-

1.Name?

2.gender?
• Male
• Female

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3.Age?

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The table and pie chart illustrate the distribution of respondents based on their age. The highest
percentage of respondents (33.33%) falls in the 30–34 age group, indicating that this
demographic is the most engaged in purchasing Balaji Wafers.

The 20–24 age group follows with 23.33%, suggesting a strong representation from younger
adults. Both the 25–29 and above 40 age groups account for 16.67% each, showing moderate
involvement. The 35–39 age group makes up 10% of the respondents, while the 15–
19 category has 0%, indicating that teenagers are not significantly represented in this study.

This data highlights that the core target audience for Balaji Wafers lies between 20 and 34
years, a group likely to be active consumers and open to brand engagement through modern
marketing channels.

4.Do you like balaji wafers?

• Yes,
• Yes, its okay
• No

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The responses indicate that 53.33% of participants responded "Yes", showing a clear majority
who enjoy Balaji Wafers. Meanwhile, 43.33% said "It's Okay", suggesting that a significant
portion of the respondents find the product satisfactory but not exceptional. Only 3.33% of the
respondents answered "No", reflecting a very small number of dissatisfied customers.

This data reveals that Balaji Wafers enjoys a strong positive brand perception, with more
than 96% of consumers having a favorable or neutral opinion. It also highlights an opportunity
for the brand to convert the “It’s okay” segment into loyal customers by enhancing flavor
variety, packaging, or customer engagement.

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5.price reflects quality?

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The data shows that a significant majority of respondents (60%) agree that the price of food
reflects its quality, and an additional 6.67% strongly agree, bringing the total agreement level
to 66.67%. This indicates that more than two-thirds of the consumers associate higher prices
with better quality.

Meanwhile, 20% of respondents remained neutral, suggesting some level of uncertainty or

indifference regarding the price-quality relationship. A small portion—13.34% (6.67%
strongly disagree and 6.67% disagree)—do not believe that price determines quality.

Overall, the data suggests that most consumers perceive a direct correlation between price
and quality in food products. This insight can be useful for pricing strategies, indicating that
consumers might accept a premium price if they perceive it aligns with better quality.

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6.which of the following reasons would you purchase balaji products ?

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7.how much do you like the taste of balaji is it delicious ?

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The survey results indicate a generally positive response to the taste of Balaji products, with
74% of respondents either agreeing (57%) or strongly agreeing (17%) that the taste is delicious.
This suggests that the majority find the flavor appealing. However, there is also a notable
portion of respondents who express a negative opinion, with 17% strongly disagreeing and 3%
disagreeing with the statement, implying that a small segment of consumers are dissatisfied
with the taste. Additionally, 17% of participants remain neutral, showing a lack of strong
opinion either way. Overall, while the brand enjoys favorable feedback, the negative responses
highlight that it may not cater to everyone's taste preferences.

8.most preferred way of buying Balajiwafers?

• Online
• Offline

The pie chart highlights the preferred platform for purchasing Balaji Wafers among
respondents. A significant majority, 95%, reported that they prefer buying Balaji
Wafers online, indicating a clear shift toward digital purchasing habits.

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This trend reflects the growing influence of e-commerce platforms, driven by factors such as
convenience, variety, and doorstep delivery. Only 5% of respondents still prefer offline modes
of purchase, showing that traditional retail is becoming less favored for this product category.

The data underscores the importance for Balaji Wafers to strengthen its online presence,
optimize digital marketing strategies, and ensure strong availability across major online
platforms.

9..your favourite flavour from Balaji wafers?

The pie chart illustrates the preferences of respondents for various Balaji Wafers flavours.
Among all the options, Tomatoflavour emerged as the most preferred, accounting for 33% of
the responses. This indicates a strong consumer inclination towards tangy and spicy taste
profiles.

Salted and Cream & Onion flavours were equally popular, each garnering 23% of the
responses, reflecting a balanced liking for both classic and slightly exotic tastes.

The Masala Magic flavour was favored by 15% of respondents, showing moderate
popularity, while Other unspecified flavours received the least preference at 4%. This
suggests that while Balaji offers a variety of flavours, consumer loyalty is concentrated around
a few popular options.

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10.how often you buybalaji wafers ?

The data on purchasing frequency reveals that most respondents (70%) buy Balaji products
once a month, indicating that the brand has a steady, if not frequent, customer base. A smaller
group of 13% purchases Balaji 3-4 times a month, which suggests that they are somewhat
regular consumers. Another 13% buy more than four times a month, pointing to a highly loyal
or frequent consumer segment. However, 3% of respondents never purchase Balaji, which
represents a small but notable portion of the population who are not engaged with the product.
Overall, the majority of consumers buy Balaji products on a monthly basis, with a minority
showing higher frequency or no purchases at all.

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11. Are you satisfied with the quantity for the given price?

The pie chart illustrates customer opinions on whether the quantity provided is justified by the
price. A significant majority of respondents expressed dissatisfaction, with 45% being strongly
dissatisfied and another 25% dissatisfied, totaling 70% of the surveyed population. This
indicates a widespread concern among consumers regarding the value for money offered. Only
20% of respondents reported being satisfied, while a mere 5% were strongly satisfied,
reflecting limited positive sentiment. Additionally, 5% remained neutral, showing no strong
inclination either way. Overall, the data highlights a clear gap between customer expectations
and the product's perceived value, suggesting a need for the company to re-evaluate its pricing
or portioning strategies to enhance customer satisfaction.

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12.How likely are you to recommend this product to others?

The pie chart shows how likely customers are to recommend the product to others. A substantial
80% of respondents have a positive outlook, with 40% being very likely and another
40% likely to recommend the product. This reflects strong brand advocacy and overall
customer satisfaction. In contrast, only 15% express a negative sentiment—10%
being unlikely and 5% very unlikely to recommend. The remaining 5% are neutral, indicating
no strong opinion either way. Overall, the data indicates a favorable customer perception,
suggesting that most users are not only satisfied but also willing to endorse the product to
others.

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Different flavours:

34
CHAPTER-5

Conclusion

Balaji Wafers is a market leader in the Indian snack food industry due to its focus on quality,
affordability, and variety. However, to maintain its competitive edge, the company needs to
adapt to changing consumer preferences, such as the increasing demand for healthier snack
alternatives. By improving product innovation, enhancing marketing strategies, and expanding
into international markets, Balaji Wafers can continue to build customer loyalty and
satisfaction.

The findings from this study provide valuable insights into the level of customer satisfaction
towards Balaji Wafers, focusing on key factors such as product quality, taste, pricing,
packaging, and distribution. Balaji Wafers has established itself as a dominant player in the
Indian snack food market, known for its affordability, diverse product range, and consistent
quality. However, like any business, it faces the challenge of adapting to changing consumer
preferences and maintaining its competitive edge.

Based on the analysis of customer feedback, it is evident that the majority of consumers are
highly satisfied with the taste and quality of the products. The company’s efforts to offer a wide
variety of flavours and products, including healthier options like baked chips, have resonated
well with its target market. The affordability of Balaji Wafers products is also a significant
factor contributing to customer satisfaction, making it accessible to a wide demographic across
urban and rural areas.

Nevertheless, the study revealed a few areas where customer satisfaction can be further
enhanced. While product quality and pricing received positive feedback, there were concerns
regarding the packaging and the need for innovation in packaging materials. Consumers
expressed the desire for more eco-friendly and sustainable packaging options. Additionally,
some respondents indicated that Balaji Wafers could improve its product availability in certain
remote areas, suggesting that enhancing distribution channels could lead to better customer
reach.

Moreover, customers showed a growing preference for healthier snack alternatives. As

awareness of health and wellness continues to rise, there is a significant opportunity for Balaji
Wafers to further innovate by introducing a broader range of health-conscious products, such
as low-calorie snacks or those made with organic ingredients. This trend could be a game-
changer in expanding their customer base and keeping existing customers satisfied.

In terms of pricing, while most customers appreciate the affordable nature of Balaji Wafers,
there is also a growing segment of consumers who are willing to pay a slightly higher price for
premium products. This creates an opportunity for Balaji Wafers to introduce a premium line
of snacks that can cater to this segment, offering unique flavours, better quality ingredients, or
eco-friendly packaging, while still maintaining its core market for affordable options.

The analysis of customer loyalty and repeat purchase behaviour highlights that brand loyalty
is relatively high, but it is not immune to the increasing competition in the snack food industry.
Consumers are increasingly influenced by factors like convenience, new product offerings, and

35
the availability of alternatives. Therefore, it is crucial for Balaji Wafers to invest in
strengthening its brand loyalty programs, offering promotions, and maintaining its consistent
product quality.

From a marketing perspective, the company’s promotional strategies are effective but can be
further amplified by leveraging digital marketing and social media platforms. Engaging with
younger consumers through influencer partnerships, online campaigns, and interactive social
media content could drive brand awareness and customer engagement. This would help Balaji
Wafers expand its presence in the growing online snack market, which has become a significant
avenue for food and beverage companies

. Limitations of Study

The study may face several limitations:

• Sample Size: Due to time and resource constraints, a limited number of participants
may be surveyed, which may not be fully representative of the entire customer base.
• Geographical Focus: The study may be focused on specific regions in India, which
may limit the ability to generalise findings to other regions or international markets.
• Time Constraints: The research timeframe may limit the depth of data collection and
analysis.

Recommendations:

1. Packaging Innovation: Balaji Wafers should invest in more sustainable and eco-
friendly packaging solutions to meet the growing demand for environmentally
conscious products. This will not only address customer concerns but also enhance the
company’s brand image as a responsible business.
2. Health-Conscious Product Line: The company should continue expanding its range
of healthier snack options, such as low-calorie chips, gluten-free options, and products
made with organic ingredients, to cater to the growing health-conscious market.
3. Geographic Expansion: By strengthening its distribution network in rural and remote
areas, Balaji Wafers can increase its market reach and ensure product availability across
all regions, including untapped rural markets.
4. Premium Product Line: Introducing premium snack options with unique flavors or
higher-quality ingredients could help Balaji Wafers tap into the niche market of higher-
income consumers who seek gourmet snacks.
5. Enhanced Digital Presence: In today’s digital age, an enhanced focus on digital
marketing strategies is essential. Balaji Wafers should leverage social media platforms
and e-commerce channels to engage directly with customers, particularly younger
generations, and build a loyal online customer base.

Balaji Wafers has achieved considerable success in the Indian snack market through its
commitment to quality, affordability, and innovation. However, the company must continue to
adapt to changing market dynamics and consumer preferences, particularly in areas such as
health-consciousness and sustainability. By addressing the identified areas for improvement
and capitalizing on emerging trends, Balaji Wafers can strengthen its market position, enhance
customer satisfaction, and drive sustained growth in the competitive snack food industry.

36
Scope for Future Study

The present study offers meaningful insights into consumer satisfaction towards Balaji Wafers,
yet it also paves the way for further in-depth research. One potential area for future exploration
is a comparative analysis between Balaji Wafers and other national or international snack
brands to evaluate consumer preferences, brand positioning, and competitive advantages. Such
studies could help in identifying what differentiates Balaji in the minds of consumers and where
it may fall short in comparison to its competitors.

Additionally, demographic-focused studies can be conducted to understand satisfaction

levels among different age groups, income brackets, occupations, or geographic regions.
Consumer behavior in urban versus rural areas may vary significantly due to factors like
accessibility, cultural taste preferences, and brand awareness—this distinction remains largely
underexplored and presents a valuable opportunity for targeted research.

Future studies can also delve into the psychological and emotional factors influencing
customer loyalty and satisfaction, such as brand attachment, nostalgia, or perceived value.
Moreover, with the rise of e-commerce and online grocery platforms, there is a growing need
to assess consumer satisfaction in digital purchase experiences, especially regarding
packaging, delivery quality, and online promotions of Balaji products.

Researchers can also consider conducting longitudinal studies to track changes in consumer
perception over time, especially in response to marketing campaigns, product modifications,
or industry trends. Exploring sustainability and health-conscious preferences could also be
beneficial, as today's consumers are increasingly inclined towards healthy and eco-friendly
snack options. This could provide insights into whether introducing healthier variants or
sustainable packaging would impact consumer satisfaction positively.

Overall, the scope for future research is vast and can contribute significantly to marketing
strategy, product development, and customer relationship management not only for Balaji
Wafers but for the entire FMCG snack industry.

37
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APPENDIX:

Questionnaire:

• Name
• Age
• Gender
• Do you like balaji wafers?
• Does its price reflects its quality?
• Is it likeable & delicious?
• How often do you purchase balaji wafers?
• Which flavour do you like the most?
• Which platform you use to purchase?
• How likely are you to recommend this product to others?
• Are you satisfied with the quantity for the given price?

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