STUDY ON CONSUMER BUYING BEHAVIOUR ON BRITANNIA

WINKINCOW

Submitted by

GOUTHAM B

Registration No
1711021

In partial fulfillment of Summer Internship for the award of the degree

of

MASTER OF BUSINESS ADMINISTRATION

THIAGARAJAR SCHOOL OF MANAGEMENT MADURAI

PAMBAN SWAMY NAGAR, THIRUPARAKUNDRAM
MADURAI, 625005

AUGUST 2018
 CERTIFICATE

Certified that the summer internship project report “A STUDY ON CONSUMER BUYING
BEHAVIOUR ON BRITANNIA WINKINCOW” is the bonafide work of GOUTHAM B,
1711021 MBA in THIAGARAJAR SCHOOL OF MANAGEMENT MADURAI carried out
under my supervision during May 2, 2018 to July 2, 2018

Place: Madurai Dr. B. JANARTHANAN, MBA, UGC-

NET(JRF),
Date:
PhD.
ASSISSTANT PROFESSOR
FACULTY SUPERVISOR
 DECLARATION

I certify that

a. The work contained in this Summer Internship Programme is original and has been
done by myself under the general supervision of my Industry and Internal supervisors.
b. The work has not been submitted to any other Institute for any degree or diploma.
c. I have followed the guidelines provided by the Institute in writing the report.
d. I have conformed to the norms and guidelines given in the Ethical Code of Conduct of
the Institute.
e. Whenever I have used materials (data, theoretical analysis and text) from other
sources, I have given due credit to them by citing them in the text of the thesis and
giving their details in the references.
f. Whenever I have quoted written materials from other sources, I have put them under
quotation marks and given due credit to the sources by citing them and giving required
details in the references.

GOUTHAM B
 ACKNOWLEDGEMENT
I am thankful to Britannia industries limited, Chennai for the golden opportunity rendered to
pursue my summer internship with them.
I wish to thank the following people of the company Mr .Sasi Kumar(Area Sales Manager), Mr.
Satish(Salesman) Chennai for guiding mee to learn the sales activity of Britannia products.
Finally, I would like to thank the Director Professor N.Venkiteswaran, Principal Dr
M.Selvalakshmi and my Faculty guide Dr. B Janarthanan, Thiagarajar school of management
for guiding and supporting me throughout the internship program.

GOUTHAM B
 ABSTRACT

This project describes the work that is carried out during two-month internship at Britannia
Industries as part of my Master’s program. Initially I was exposed to market to get to
know how products are penetrated into the market with respect to Bitannia. The company
has
launched the Winkincow flavoured milks in three flavours, but the product didn’t achieve its
target movement in the market. The purpose of this study is to identify consumer preference
towards flavoured milk. The study mainly concentrates on the factors that influence the buying
behaviour of the consumers such as Price, Packing, Quality and Brand. Data were collected
from 70 consumers who walked into the supermarket located in Chennai through
questionnaires. The study evidently gives us insights that Britannia winkincow flavoured milk
has lower sales than its competitors because of price and lack of awareness.
 CERTIFICATE
DECLARATION
ACKNOWLEDGEMENT
ABSTRACT

CHAPTER 1: INTRODUCTION 1
CHAPTER 2: LITERATURE REVIEW 2
CHAPTER 3: ORGANISATION PROFILE 5
3.1 ABOUT COMPANY 5
3.2 VISION 6
3.3 MISSION 6
3.4 ABOUT THE PRODUCT –“BRITANNIA WINKINCOW” 7
3.5 ABOUT COMPETITORS 7
CHAPTER 4: PROBLEM STATEMENT, OBJECTIVES AND SCOPE OF STUDY 8
4.1 PROBLEM STATEMENT 8
4.2 OBJECTIVES 8
4.3 SCOPE 8
4.4 PERIOD OF STUDY 8
4.5 MOTIVATION 9

4.6 COVERAGE ARES 9

CHAPTER 5: RESEARCH DESIGN AND METHODOLOGY 10

5.1 RESEARCH DESIGN 10
5.2 RESEARCH METHOD AND SAMPLING TECHNIQUE 10
5.3 SAMPLE SIZE 10
5.4 CONCEPTUAL FRAMEWORK 10
5.5 METHOD OF DATA COLLECTION 11
5.6 CONCEPTUAL DIAGRAM 11
CHAPTER 6 ANALYSIS AND INTERPRETATION 12
CHAPTER 7 CONCLUSION AND SUGGESTIONS 17
7.1 CONCLUSION 17
7.2 SUGGESTIONS 17
7.3 LIMITATIONS 17
REFERENCES

CHAPTER 1
INTRODUCTION
INTRODUCTION
 Consumer behaviour refers to the art of understanding the end users reaction and
opinion towards a purchase product it projects various meaning as it differs from seller’s
perspective to end users perspective in laymen’s language it is a six step process which
involves problem identification, collection of information, evaluation of alternative, purchasing
decision, purchase and post purchase evaluation. There is always some of amount of risk is
associated with every activity therefore the risk associated with consumer buying behaviour are
personal risk, social risk and economic risk. It is how the product is overcoming the risk
associated along with the six step process will ultimately help the marketer to understand it’s
consumers requirements there by retaining the Brand identity and Brand image. India being the
second largest in population has a potential market for milkshake segment. It is a highly
competitive industry whose development required a serious analytical research work
comprising of the basic components of consumer buying behaviour namely attributes, beliefs
and values. When the need for product and demand is created in the market the product will
find itself in the greater selling share.
In a competitive market the companies are introducing different variety of ready to drink
flavoured milks it nearly accounts for 43% of all both new and existing products introduced in
the target segment dairy segment. It is becoming a booming industry in India because of
benefits that they enjoy from flavoured milk segment. There are higher potentials for creation
of new flavours and formulations that would attract and appeal children target segment by
meeting their nutritional demands.
 CHAPTER 2
LITERATUR REVIEW
Corina (2011) describes how consumer buying behaviour and decision making authority
influence development of a product. As their perception helps company set the prices for the
product, determine the communication strategy to target the consumer and project ideas as how
stores should be designed. Studying consumer behaviour helps to understand their needs as per
their lifestyle. This paper is confined to understand the Romanian style of living and the
rationality of buyers decision through analysing the cognitive and emotional reactions of buyers
towards the existing product line. Emotional process includes the involvement of activation of
internal emotions of a consumer whereas the cognitive process involves thinking procedures
which take place together with emotional process. The article projects a perceptive idea as how
does consumer take his decision. It is a three component reaction analysing the emotional and
thinking procedures. Those three components are habitualized behaviour, undecided one and
analytical one finally
Newswire (2014) projects how effectively should the consumers be targeted through innovative
new product development methods to attract the consumers. In the fastest growing dairy
industry targeting the teenage based youth population to fulfil the age dependent nutritional
needs. The growth of cold chain distribution network is predominantly because of teenage
targeting group. It is important to understand the needs of consumer as teenagers prefer outside
of home products more with a punch of fun and enjoyment. It determines ways to capitalize on
the emerging consumer landscape. They convince the consumers through their ethical activity.
Armstrong (2007) determines the relationship between consumer trends and market oriented
products. To achieve this relationship it is required to study the consumer behaviour and
segmentation. To understand the buying behaviour through the purchase process the company
determines by drafting a relation between whether what they offer translates into the consumers
need. This model works on both qualitative and quantitative methods with a different model to
that integrates the motivation and decision making in food context. Ultimately projecting the
benefit among the customer clusters to improve marketing strategy.
Urban et al (1986) made a research on consumer behaviour that the order of entry of products
into a market influences what and how consumers learn about the products. Products that are
successful in the early development stages of the market can maintain a high level of market
share over many years. This phenomenon was known as first mover advantage with certain
forces that are economic such as entry barriers created by switching costs and pre-emptive
positioning that partially arise form cognitive process.
Michal (2016) throws light upon the convergence of priorities and values across the two forms.
The creational value of their product is not driven by traditional market research but merely by
bringing their self to the marketing decisions. “We figure out what we want”. This merging of
belief system between consumers. The key contributions of the research is that the consumers
are the central individuals to co creation and contrast notion of consumers as producers and
consumers intend create the value in use and their value co creation by their interaction.

Abratt and Goodey (2006) state that the producers and retailers in industrialised nations spend
extensive totals on publicizing in store advancement in the expectation of expanding offers of
their stock through “drive purchasing”. Results accounted for this paper of the spontaneous
purchasing conduct of 450 customers in 15 noteworthy general stores in South Africa
contrasted and comparative investigations in the united states and United kingdom. It infers that
the impromptu purchasing is higher in United States than in South Africa.
Patel (2011) The investigation intends to dissect “factors influencing incautious purchasing
conduct for quick moving shopper products at composed retail locations in Gujarat“ . The
investigation depends on the essential information gathered from composed retail locations in
Gujarat with the assistance of an organized survey from 500 respondents by utilizing
judgmental inspecting strategy during 2013-14. Under real research venture supported by UGC,
New Delhi.
Ali, Ilyas and Chaudhary (2012) discussed about the significant part of consumers in present
day showcasing circle has developed the requirement for advertisers to end up the client
concentrating rather than maker or item centered. It consistently expanded the part of clinets in
the showcasing theory has meant the requirement for moving from being maker driven to
shopper driven. The point behind this examination is to perceive the impacts of 4C’s on clients
buying conduct. Grounded on positivism worldview the cross sectional procedure was received
fro the accumulation of essential information however the utilization of quantitative research
technique.
Tirmizi, Rehman & Saif (2002) estimates the connection between autonomous factors
which are shopping way of life of customers, molk association of buyers, pre-choice and post-
choice phase of shopper buy conduct with the attitudinal and behavioural parts of motivation
purchasing conduct. This examination endevors to investigate the affilation exists between the
factors required, by tapping the reactions of 165 respondents from higher wage amass in the
region of Rawalpindi and Islambad. The significant discoveries of investigation exhibited a
general frail relationship of the arrangement of free factors with the needy variable at the
same
time, the inside and out examination found that pre-choice phase of shopper buy conduct is the
main variable that came about into solid relationship with the motivation purchasing conduct.
It’s actual that youngsters all the more regulary get pulled in to terms showed on store retires
and has more noteworthy propensity of motivation purchasing conduct however consequences
of this paper demonstrated no relationship of drive purchasing inclinations. This examination
revealed now confirmations in the field of drive purchasing conduct of buyers relating to the
nearby markets of the twin urban areas of Pakistan.
Sirohi & Wittink (2013) explains the development and exceptional rivalry in retail showcases
as of late builds the requirement for retailers to utilize systems concentrated on holding and
pulling in the correct clients. In any case, a methodology that is compelling in gaining new
clients may not be the best in holding current clients, we examine the store devotion
expectations of current clients for a multi-store basic supply retailer. Utilizing Partial Least
squares, on information found the middle value of crosswise over no less than 100 clients for
each store for each of around 160 stores, we find that administration quality is by a long shot
the most basic determinant of stock quality recognitions. Seen an incentive for cash relies
upson saw relative cost deals advancement dicerments and to a lesser degree on benift quality
and stock quality recognitions. Store dedication aims, measured by purpose to keep shopping,
plan to build buys and aim to prescribe the store rely upon benefit quality and stock quality
observation. By isolating the stores as indicated by normal customer impression of contender
appeal, we additionaly locate that apparent esteem plays a vital part in the assurance of store
dedication goal if there is a high level of contender allure. At the point when this appeal is low,
our outcomes neglect to indicate significance for saw an incentive for cash.
 CHAPTER 3
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 (BBCo) 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.

Dairy products

Dairy products contribute close to 10% to Britannia's revenue.[18] 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 with New Zealand Dairy

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 the 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.

Biscuits

The company's factories have an annual capacity of 433,000 tonnes. The brand names of
biscuits include VitaMarieGold, Tiger, Nutrichoice Junior, Good day, 50 50, Treat, Pure
Magic, Milk Bikis, 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 in some of these countries in
2004. Whilst it was initially reported in December 2006 that agreement had been reached. It
was reported in September 2007 that a solution remained elusive. In the meantime since
Danone's biscuit business has been taken over by Kraft, the Tiger brand of biscuits in Malaysia
was renamed Kraft Tiger Biscuits in September 2008.

Britannia initiated legal action against Danone in Singapore in September 2007. The dispute
was resolved in 2009 with Britannia securing rights to the Tiger brand worldwide, and Danone
paying Rs220 million to utilise the brand.

Vision

To overwhelm the nourishment and drink advertise in India with a particular went
“Delicious yet solid” by making each Indian a Britannia consumer. “We need to be a piece
of his life”. Britannia brands, to triple the turnover and working income by the year 2011.

Mission

Each third customer must be Britannia consumer by the year 2011. They need to be along the
three quickest developing FMCG organisation in the nation. For Britannia hues speaks to

Red: Symbolizing vitality and imperativeness.

Green: Nutrition and Freshness.

White: Purity.

“Eat healthy, think better” captures the quintessence of the Indian idea of the solidarity of body
and psyche.
 ABOUT THE PRODUCT-“BRITANNIA WINKINCOW”
 Britannia Winkincow is ready to drink flavoured milk.
 It consist of 3 flavours i.e Badam, Chocolate, Mango.
 It comes in a plastic container and it has a maximum capacity of 200ml.
 The price of this product is Rs.40.

ABOUT COMPETITORS
CAVIN’S
 Cavin’s milkshake is one the major competitor for Britannia.
 It has 7 flavours i.e Mango, Banana, Chocolate, Coffee, Strawberry, Butterscotch,
Vannila.
 It comes in tetra pack with 2 different sku’s (100ml,200ml)

AMUL
 Amul is the another major competitior for Britannia.
 It has 5 flavours i.e Amul elaichi, Amul kesar. Amul rose, Amul thandai,
Amul chocolate.
 It comes in tetra pack and glass bottle (200ml,1litre)
 CHAPTER 4
PROBLEM STATEMENT, OBJECTIVES AND SCOPE OF THE STUDY
Problem statement
Lower sales of Britannia Winkincow Flavoured milk – Britannia is a well-known existing
brand that has come up with a new product line (flavoured milk). Being a new product line it is
demanded to understand the reasons and analyse the attributes affecting the sales of the
flavoured milk.
Lack of awareness of the product in the segmented market.
Objectives
The purpose of this research paper is to descriptively analyse the Britannia’s Winkincow
milkshake product in a systematic structural way and the following objectives are also studied.
• To identify the factors influencing the consumer to buy Britannia Winkincow.

• To identify which brand is mostly preferred by the consumers among Milkshake.

• To study the demographic proportions

• To check whether people get attracted towards special offers.

Scope
The scope of the study is to understand the consumer’s buying behaviour of britannia’s
Winkincow milkshake and plot the pitfalls for lesser sales when compared to the competitors.
To understand the users behaviour in relation to milkshake segment.
Period of Study
It is predominantly a analytical analysis of buying behaviour of the consumer towards
milkshakes, done in a short duration of 8 weeks from May 2nd to July 2nd.

Motivation
Being a new product line in the company it has more learning objectives that would
strategically help me to understand the marketing concepts.
Being an aspiring marketing student I am more keen in understanding the market behaviour and
market concepts to address the issues stated in the objectives of this paper.
Coverage area
The limitation is, the sample is restricted to a particular geographical area (Chennai).
 CHAPTER 5
RESEARCH DESIGN AND METHODOLOGY
RESEARCH DESIGN
The research design used is descriptive study. Since this study describes or find out the
attributes of a particular set of people, it comes under descriptive study.
RESEARCH METHOD AND SAMPLING TECHNIQUE
Survey method is used for collecting responses. Under survey method the responses are
collected with help of questionnaires. Non-probabilistic sampling convenience method is
used for the process of collecting responses.
SAMPLE SIZE
The sample size is 70.The sample is very essential, since it helps us to interpret the
population accurately to a certain extent.
Conceptual Framework:
Dependent variable
In dependent variables the value of variables depends upon independent variables. The
dependent variable is what is being measured in an experiment or evaluated in a
mathematical equation. The dependent variable is sometimes called "the outcome variable."
My dependent variable in this study is Buying behaviour.
Independent variable
An independent variable is defines as the variable that is changed or controlled in a
scientific experiment. It represents the cause or reason for an outcome.
My independent variables are
 Price
 Packaging
 Brand
 Quality

METHOD OF DATA COLLECTION

The data collection for the descriptive research was done through survey method. 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
were collected through survey from the customers in several supermarkets and specifically
from the consumers who buy flavoured milk products.

CONCEPTUAL DIAGRAM

PRICE

PACKAGI NG
BUYING BEHAVIO UR

QUALITY

BRAND
 CHAPTER 6
ANALYSIS AND INTERPRETATION
OBJECTIVE 1: To study the demographic proportions
DEMOGRAPHIC CHARECTERISTICS FREQUENCY PERCENT

GENDER
Male 42 59.2%
Female 28 39.4%
Prefer Not to say 1 1.4%
AGE GROUP
Less than 18 2 2.8%
18 to 25 55 77.5%
25 to 35 6 8.5%
35 to 45 4 5.6%
Above 45 4 5.6%
OCCUPATION
Public Sector 3 4.2%
Private Sector 24 33.8%
Business 9 12.7%
Student 31 43.7%
Other 4 5.6%

INFERENCE
From the above table, it is shown that male are frequent buyers of the milkshake. So the
organisation can concentrate on new initiatives which can help them to attract the other
segment also.
And also from the age classification, it is clearly shown that 18 to 25 years age group
participate in buying this milkshake. Obviously the purchasing power will be more to this
age group and also the influencing power is more for this age group in each and every
family.
 OBJECTIVE 2: To identify the factors influencing the consumer to buy
Britannia Winkincow

Variables No of Consumers
Price 25
Brand 18
Quality 15
Packaging 12

INFERENCE
From the above table, it is shown that price is the main factor or variable which
influences the buying behavior of customers is price. It doesn’t mean that people only look
at prices when they buy milkshake. This is a conclusion when compared to other factors
like brand, quality, and packaging. Next to price, the factor affecting or influencing the
buying behavior of the customers is brand. Next to brand, quality comes and finally
packaging. So, price is the essential factor that influences the buying behavior of the
customers.
 OBJECTIVE 3: To identify which brand is mostly preferred by the
consumers among Milkshake

Consumer Preference No of Consumers

Amul kool 25
Britannia Winkincow 5
Cavin’s Milkshake 39
Nilgiris 6

INFERENCE
While referring the above table, it is shown that the most preferred brand is cavin’s
milkshake and next to that, amul cool is the preferred brand. So, the management can look into
those products’ strategy and can compare with them in each and every aspect so that they can
find out where there is a lag. And after doing so, management can do some advancement to
make their brand as the most preferred brand among their competitors.
 OBJECTIVE 4: To check whether people get attracted towards special
offers

35 32
30
25 27
20
15
10
5
0
12

MaybeNoYes

Attracted towards special offers No of Consumers

Yes 27
No 12
May be 32

INFERENCE
From the above table it is shown that people who will get attracted towards the offers
are more, comparatively with the people who don’t get attracted to offers. And also the
management can work on giving offers to convert the people who said “may be” into the
people who would get attracted towards offers.
 CHAPTER 7
CONCLUSION AND SUGGESTIONS

CONCLUSION
From the above analytical work it is understood that the competitors play an effective role in milkshake when
compared to Britannia as its major market being Biscuits. The low sale of winkin cow milkshake is due to higher
price and lack of awareness of the product among the consumers.
SUGGESTION
The main suggestion from this study to the organization is that,
 In order to increase the sale of Britannia Winkincow, the main thing that the
organization should follow is building awareness among the consumers about Britannia
winkincow.
 And also they can introduce different flavours, as the competitor has more than
four flavours.
 The most important factor that consumer looks into is price and offers. So, while
pitching in into new segments of consumers, offers and price should be framed as if it
attracts the consumers.
 The final view is to look at the competitors’ strategy and making advancement
through learning.

LIMITATIONS
 The research process was done in a short duration of two months.
 It was not a well known product among consumers and it had a pitfall in
survey collection
 The survey had a well known response for competitors than the
Britannia milkshake
A study on consumer buying behaviour of Britannia Winkincow.
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