A PROJECT TO

CONSUMER SATISFACTION TOWARDS SUNFEAST

PRODUCT

A PROJECT SUBMITTED TO
UNIVERSITY OF MUMBAI FOR PARTIAL COMPLETION OF THE DEGREE OF
BACHELOR OF MANAGEMENT STUDIES UNDER THE FACULTY OF
COMMERCE.

BY

ABUREHMAN SHAIKH

UNDER THE GUIDANCE OF

PROF. JINAL PANDYA

S.K.COLLEGE OF SCIENCE AND COMMERCE

PLOT NO -13, SECTOR – 25, SEAWOODS, NERUL (E) NAVI MUMBAI.

ACADEMIC YEAR 2022-2023

 A PROJECT ON

CONSUMER SATISFACTION TOWARDS SUNFEAST

PRODUCT

UNIVERSITY OF MUMBAI

SUBMITTED BY: PROJECT GUIDE:

ABUREHMAN SHAIKH PROF. JINAL PANDYA
Student Registration No: 2020030057

IN PARTIAL FULFILLMENT FOR THE AWARD OF THE DEGREE OF

“BACHELOR OF MANAGEMENT STUDIES TYBMS”

SEMESTER-VI

S.K COLLEGE OF SCIENCE & COMMERCE NERUL,

NAVI MUMBAI-400706 COLLEGE
CODE – 874
 DECLARATION

I the undersigned MR. ABUREHMAN SHAIKH hereby, declare that the work embodied in this
project work titled “CONSUMER SATISFACTION TOWARDS SUNFEAST
PRODUCT” forms my own contribution to the research work carried out under the guidance
of PROF. JINAL PANDYA is a result of my own research work and has not been previously
submitted to any other University for any other Degree/Diploma to this or any other University.

Wherever reference has been made to previous works of others, it has been clearly indicated as
such and included in the bibliography.

I will abide and take all responsibility of all issues related to plagiarism/self-plagiarism
under UNIVERSITY GRANTS COMMISSION (PROMOTION OF ACADEMIC
INTEGRITY AND PREVENTION OF PLAGARISM IN HIGHER EDUCATIONAL
INSTITUTIONS) REGULATIONS, 2018

I, hereby further declare that all information of this document has been obtained and presented in
accordance with academic rules and ethical conduct.

Certified By

INTERNAL GUIDE SIGNATURE OF LEARNER

 ACKNOWLEDGEMENT

To list who all have helped me id difficult because they are so numerous and the depth is
so enormous. I would like to acknowledge the following as being idealistic channels and
fresh dimensions in the completion of this project.

I take this opportunity to thank the UNIVERSITY OF MUMBAI for giving me chance
to do this project.

I would like to thank my Principal, Dr. SRIVIDHYA MURALI, for providing the
necessary facilities required for completion of this project.
Secondly, I take this opportunity to thank our Coordinator PROF. SHIKHA
PANDEY, for her moral support and guidance.
I would also like to express my sincere gratitude towards my project guide PROF:
JINAL PANDYA whose guidance and care made the project successful.
I would like to thank my College Library, for having provided various reference
books and magazines related to my project.

Lastly, I would like to thank each and every person who directly or indirectly helped me
in the completion of the project especially My Parents and Peers who supported me
throughout my project.
Sr. DESCRIPTION PAGE
No. No.

1. CHAPTER-1 1-8

INTRODUCTION
3
1.1 Abstract/Executive Summary

1.2 Purpose/Objective of the study

4
1.3 Hypothesis 5
6
1.4 Conceptual model
7
1.5 Scope

1.6 Limitations 8

2. CHAPTER-2

9-17
LITERATURE REVIEW

2.1 About Industry 10

2.2 Competitors 11-14

2.3 About the Company 15

2.4 SWOT Analysis 16-17

3 CHAPTER-3

RESEARCH DESIGN 18-20

3.1 Type of Research 19

3.2 Research Method
19
3.3 Types of Data
19
3.4 Sample Size
20
3.5 Sample Method
20
3.6 Data Collection Method

4. CHAPTER-4
Classification & Tabulation of Data 12-26

5. CHAPTER-5
Analysis & Interpretation of Data 27-42

6. CHAPTER-6
Findings, Conclusions & Recommendations 43-47

7. ANNEXURE: 48-51
QUESTIONNARIE

8. 52-53
BIBLIOGRAPHY
 CHAPTER-1

INTRODUCTION

1
2
 EXECUTIVE SUMMARY

Sunfeast is a popular Indian brand of biscuits and confectionery products that is owned by the
ITC Limited, one of India's largest multi-business conglomerate companies. The brand was
launched in 2003 and has since become a household name in India, known for its high-quality
products and innovative marketing campaigns.

Sunfeast offers a wide range of biscuits, including Marie, Dark Fantasy, Glucose, and Sweet
Bites, among others. The brand's confectionery products include candies, chocolates, and gum.
Sunfeast is committed to providing its customers with delicious and nutritious products, and uses
high-quality ingredients to ensure great taste and quality.

Sunfeast has also been at the forefront of innovation in its marketing campaigns, using creative
advertisements and celebrity endorsements to reach a wide audience. The brand's marketing
efforts have helped it to establish a strong brand image and a loyal customer base in India.

Overall, Sunfeast is a well-established brand in the Indian biscuits and confectionery market,
known for its high-quality products and innovative marketing strategies. Its commitment to
providing delicious and nutritious products has helped it to win the hearts of millions of
customers in India.

3
 OBJECTIVE OF THE STUDY

 To study consumer satisfaction towards sunfeast product.

 To find out perception of consumer towards sunfeast product.

 To study factors which influence more for purchasing sunfeast product.

 To find consumer preference among all product of sunfeast

4
 HYPOTHESIS

1) HO- Uses of Sunfeast product has increased

H1-Uses of Sunfeast product has decreased.

2) HO- Respondents are satisfied with the quality of Sunfeast products.

H1- Respondents are not satisfied with the quality of Sunfeast product

3) HO- Respondents are brand loyal.

H1- Respondents are not brand

5
CONCEPTUAL MODEL

6
 SCOPE

The goal of the study extends beyond only comparing how retailers perceive Sunfeast and
Britannia biscuits. It works hard to develop and strengthen relationships with its clients.
It performs competitive analysis and aids in understanding store expectations.

The research will assist the wholesalers of Sunfeast cookies in determining which part
needs must develop in order to give shops and customers a higher level of satisfaction.
The study will assist the management in choosing the best tactics to increase customer
satisfaction levels. Within the limitations of time, sample size, and scope, the study was
restricted to Shimoga City.

7
 LIMITATIONS

Like all brands, Sunfeast products also have some limitations. The following are some of the
limitations of Sunfeast products:

Availability: Sunfeast products are primarily available in India and some other countries, but may
not be easily accessible in other parts of the world. This can limit the brand's reach and customer
base.

Price: Sunfeast products are generally more affordable than premium brands, but may still be
considered expensive for some customers. This can limit the brand's appeal to price-sensitive
customers.

Product quality: Sunfeast products are known for their quality and taste, but there have been some
instances of quality control issues in the past. This can affect the brand's reputation and customer
loyalty.

Health concerns: Some of Sunfeast's products, such as biscuits and confectionery, are high in
sugar and calories, which can be a concern for those who are looking for healthier options.

Competition: Sunfeast faces intense competition from other established biscuit and confectionery
brands, both domestically and internationally. This can make it difficult for Sunfeast to maintain
its market share and grow its customer base.

Overall, these limitations can impact the growth and success of Sunfeast, but the brand is
constantly working to address these issues and improve its products and services.

8
 CHAPTER – 2
LITERATURE REVIEW

9
 ABOUT INDUSTRY

ABOUT THE SUNFEAST INDUSTRY:

Sunfeast is a leading brand in the Indian biscuits and confectionery industry. The industry is one
of the largest and fastest growing food industries in India, with a strong market demand for
biscuits and confectionery products.

The Indian biscuits and confectionery industry is characterized by a large number of domestic
and international players, including established brands like Parle, Britannia, and Mondelez, as
well as new and emerging brands. The industry is highly competitive, with brands constantly
introducing new products and marketing campaigns to win over customers.

The growth of the Indian biscuits and confectionery industry has been driven by a number of
factors, including rising incomes, urbanization, and changing consumer preferences. Consumers
in India are becoming increasingly health-conscious, and many are looking for healthier and
more nutritious options. This has led to a rise in demand for biscuits and confectionery products
that are low in sugar and calories.

The Indian biscuits and confectionery industry is expected to continue growing in the coming
years, driven by increasing demand from both urban and rural markets. The industry is also
expected to benefit from the growth of online retail, as more and more consumers turn to e-
commerce platforms to purchase food and beverage products.

Overall, the Indian biscuits and confectionery industry is a dynamic and rapidly growing market,
with a large number of established and emerging players. Sunfeast is well positioned to capitalize
on the growth of the industry, with its strong brand image, innovative product offerings, and
effective marketing campaigns.

10
 COMPETITORS

 PARLE

 BRITANNIA

 UNIBIN

11
 PARLE

Parle is one of the largest biscuit and confectionery brands in India. The company was founded
in 1929 and has since then been providing a wide range of biscuits, candies, and other
confectioneries to consumers in India and around the world. Some of the popular brands under
the Parle umbrella include Parle-G, Krack-Jack, Monaco, Hide & Seek, Melody, Mango Bite, and
Kismi, among others.

Parle has a strong presence in both urban and rural areas, with an extensive distribution network
that covers most of India. The company has also expanded its operations globally, with a
significant presence in countries such as the Middle East, Africa, and South Asia.

In addition to its core business of biscuits and confectioneries, Parle also has a range of products
in the health and wellness segment, including glucose and milk-based drinks. The company has
a strong focus on innovation and continuously strives to improve its product offerings to meet the
changing needs of its customers.

Overall, Parle is a well-established brand in the Indian market, with a strong reputation for quality,
affordability, and taste. The company's wide range of products and extensive distributionnetwork
has helped it establish itself as a major competitor in the Indian biscuit and confectioneryindustry

12
 BRITANNIA

Britannia Industries Limited is an Indian food and beverage company that was established in
1892. The company is best known for its biscuits and cakes, and is one of the largest biscuit
makers in India. Some of its popular biscuit brands include Good Day, Bourbon, Tiger, and Milk
Bikis, among others. In addition to biscuits, Britannia also offers a range of dairy products,
including cheese and butter, and has expanded into new product categories in recent years,
including breakfast cereals, bread, and rusk.

Britannia has a strong presence in India and has expanded its operations to other countries,
including the Middle East, Africa, and Asia. The company has a large network of manufacturing
facilities, distribution centers, and sales offices, and employs a workforce of over 8,000 people.

Britannia is known for its focus on innovation and quality, and has won numerous awards for its
products and marketing initiatives. The company has a strong commitment to sustainability and
has taken several steps to reduce its environmental impact, including reducing packaging waste
and increasing the use of renewable energy in its operations.

Overall, Britannia is a well-established and reputable brand in the Indian food and beverage
industry, with a wide range of products and a strong focus on quality, innovation, and
sustainability. The company has established itself as a major
competitor in the Indian market and continues to expand its operations globally

13
 UNIBIC

Unibic is an Indian biscuit brand that was established in 2000. The brand is known for its high-
quality biscuits and snacks, and offers a wide range of products, including cookies, crackers, and
cake bars, among others. Unibic is known for its focus on innovation and has introduced several
new product categories in recent years, including gluten-free and organic biscuits.

The company has a strong focus on quality and uses only the finest ingredients in its products.
Unibic has a large network of distribution centers and retail outlets across India, and has expanded
its operations to other countries, including the Middle East, South Asia, and Africa.

Unibic is committed to sustainability and has taken several steps to reduce its environmental
impact, including reducing packaging waste and increasing the use of renewable energy in its
operations. The company has also implemented several initiatives to support the local
communities where it operates, including supporting local farmers and investing in educational
programs.

Overall, Unibic is a fast-growing and innovative brand in the Indian biscuit market, known for
its high-quality products and commitment to sustainability. The company has established itself
as a major competitor in the Indian market and continues to expand its operations globally

14
 ABOUT THE COMPANY

Sunfeast is an Indian brand of biscuits and confectionery products, owned by ITC Limited, one
of India's largest conglomerates. The brand was launched in 2003 and has since become one of
the leading biscuit brands in India, with a wide range of products that includes biscuits, cakes,
and rusks, among others. Some of its popular product lines include Dark Fantasy, Dream Cream,
and Yippee, among others.

Sunfeast has a strong focus on innovation and quality, and has introduced several new product
categories in recent years, including whole grain biscuits and sugar-free options. The company
has a large network of distribution centers and retail outlets across India and has expanded its
operations to other countries, including the Middle East, Africa, and South Asia.

Sunfeast is known for its commitment to sustainability and has taken several steps to reduce its
environmental impact, including reducing packaging waste and increasing the use of renewable
energy in its operations. The company has also implemented several initiatives to support the
local communities where it operates, including supporting local farmers and investing in
educational programs.

Overall, Sunfeast is a well-established and reputable brand in the Indian biscuit market, known
for its high-quality products, innovation, and commitment to sustainability. With its wide range
of products and strong market presence, Sunfeast has established itself as a major competitor in
the Indian biscuit and confectionery industry.

15
 SWOT ANALYSIS

A SWOT analysis of Sunfeast products would consider the following factors:

STRENGTHS

Strong brand image and reputation: Sunfeast is a well-established and reputable brand in the
Indian biscuit market, known for its high-quality products and commitment to innovation.
Wide range of products: Sunfeast offers a wide range of biscuits and confectionery products,
including biscuits, cakes, and rusks, among others, which allows the brand to cater to a wide
range of consumer preferences and needs.

Focus on quality and innovation: Sunfeast is known for its focus on quality and innovation, and
has introduced several new product categories in recent years, including whole grain biscuits and
sugar-free options, which have been well-received by consumers.

WEAKENESSES

Limited international presence: Sunfeast has limited international presence, compared to some of
its competitors, which could limit its potential for growth in the global market.

Dependence on the Indian market: Sunfeast has a strong presence in India, but its dependence on
the Indian market could make it vulnerable to market fluctuations and economic downturns.

16
 OPPORTUNITIES

Expansion into new markets: Sunfeast has the opportunity to expand its operations into new
markets, both domestically and internationally, to increase its reach and customer base.

Introduction of new product categories: Sunfeast has the opportunity to continue to innovate and
introduce new product categories, such as health and wellness products, to meet changing
consumer preferences and needs.

THREATS

Intense competition: The Indian biscuit market is highly competitive, with several established
brands, which could make it difficult for Sunfeast to differentiate itself and maintain its market
share.

Rising costs: Rising costs, such as raw material costs, energy costs, and labor costs, could pose a
challenge to Sunfeast's profitability and competitiveness.

In conclusion, Sunfeast has a strong brand image and reputation, a wide range of products, and a
focus on quality and innovation, which are strengths that could help it maintain its market
position. However, limited international presence and dependence on the Indian market could
limit its potential for growth, and intense competition and rising costs could pose challenges to
its profitability and competitiveness. Sunfeast has opportunities to expand into new markets and
introduce new product categories, which could help it overcome some of these challenges and
continue to grow.

17
 CHAPTER – 3

RESEARCH DESIGN

18
3.1 TYPE OF RESEARCH

1. Descriptive Research:

 It is most widely used research design as it permits the user to diverse the data
collection method by collecting the data from the different ways and sources like for
example by survey method, by observation method or by reading and summarizing
the case studies on the same. It is often referred to as survey method.

 It is a type of random research which primarily can be done by distributing or

forwarding the questionnaire to the respondents, by ensuring all the responses of them
will be kept confidential and then a complete analysis is carried out on the outcome
of results and then the results is driven out of it.

3.2 RESEARCH METHOD

 Survey is done by forwarding the questionnaire among the 100 respondents.

 Past case studies and observation are also used to derive the end results.

3.3 TYPE OF DATA

The sources of data include both primary and secondary data

 PRIMARY DATA:

 It is also referred to as the raw data. It is first handedly collected by the researchers
with the objectives of solving any research problem or to find any particular results.

 In this research primary data is collected by forwarding/distributing the

questionnaire among the set of respondents and their responses are collected,
tabulated and analyzed using the Google Forms App.

 SECONDARY DATA:

 It is pre-recorded and ready to use type of data which is firstly not collected by the
primary user. This type of data does not allow the primary user to track back the
respondents of the data.

 In this research secondary data is collected from the company websites, different
other websites, media publications and books and case studies.

19
3.4 SAMPLE SIZE

The sample selected for the research has following characteristics:

 Sample size is 100 people.

 Sample age is ranging between less than 15 to 40 and above

 Sample occupation ranges from students, home-keeper to working people.

3.5 SAMPLE METHOD

 Non-probability sampling method is used. In this method each sample does not have an equal
chance of getting selected. This sampling may not help in getting an unbiased representation of
the total population.

 In Non-probability sampling, Convenience sampling is taken into use, in this type the sample
is taken from a group of people who are easy or to reach.

3.6 DATA COLLECTION METHOD

SURVEY & QUESTIONNAIRE

 A survey has been carried by using a questionnaire to gather and analyze the information about
the brand and position in the customer’s mind.

 Information about the company, its strategies, its history and working and also about its
competitor is collected with the help of websites, publications and case studies.

20
 CHAPTER - 4
CLASSIFICATION AND TABULATIONOF DATA

21
What is your age?

GENDER Rate (%)

Male
63.04
Female 36.96

Other 0.00

Which age group of people most likely use sunfeast products at your home?

AGE GROUP Rate (%)

5 - 15 22.83

15 - 25 60.87

25 - 35 14.13

35 above 2.17

Which product of sunfeast do you prefer most?

Response Rate (%)

Healthy bites 31.52

Light “n” fun 21.74

Cream delight 23.91

Cookies 22.83

22
Are you satisfied with the taste & quality of sunfeast product?

Response Rate (%)

Highly satisfied 41.30

Satisfied
51.09
Dissatisfied 5.43

Highly dissatisfied 2.17

Do you ever faced any complaint against sunfeast products?

Response Rate (%)

Yes 14.13

No 85.87

How would you rate the product in terms of price?

Response Rate (%)

Excellent 23.91

Very good 40.22

Good 28.26

Poor 7.61

23
How would you rate the product in terms of variety & taste?

Response Rate (%)

Excellent 29.35

Very good 32.61

Good 34.78

Poor 3.26

How would you rate the product in terms of advertisement & packaging?

Response Rate (%)

Excellent 32.61

Very good 34.78

Good 29.35

Poor 3.26

How often do you typically use the sunfeast product?

Response Rate (%)

Daily 17.39

Weekly 43.48

Once a month 34.78

Do not use 4.35

24
What is your perception towards sunfeast product?

Response Rate (%)

Very good 26.09

Good 44.57

Average 27.17

Poor 2.27

How did you hear about sunfeast product?

Response Rate (%)

Advertisement 61.96

Hoarding 13.04

Word of mouth 25.00

Thinking about the value of money, how would you describe our product?

Response Rate (%)

Good value for money 43.48

Reasonable 51.09

Bad 5.43

25
Which factor of sunfeast product needs improvements ?

Response Rate (%)

Price 23.91

Taste 44.57

Advertisement 22.83

Packaging 8.70

How would you describe the variety of products?

Response Rate (%)

Excellent
35.87
Good
41.30
Fair
18.43
Poor
4.43

Which attract you most to a new untried brand of sunfeast product ?

Response Rate (%)

Advertisement 31.05

Packaging 34.08

Taste described 25.00

Price 8.07

26
 CHAPTER-5
ANALYSIS AND INTERPRETATION

27
What is your age ?

Sales

0%
37%

63%

male female other

INTERPRETATION:

From above data we can interpret that:

• 63% of the respondents are Male.

• 37% of the respondents are Female.
• 0% of the respondents are Others.

28
Which age group of people most likely use sunfeast products at your home?

AGE GROUP
70

60

50

40

30 60.87

20

10 22.83
14.13
2.17
age 5-15 age15-25 age25-35 age35 above

INTERPRETATION:

From above data we can interpret that:

• 22.83% of the respondents are between 5-15 years.

• 60.87% of the respondents are between 15-25 years.
• 14.13% of the respondents are between 25-35 years.
• 2.17% of the respondents are above 35 years.

29
Which product of sunfeast do you prefer most ?

CHART TITLE

22.86

23.91

21.74

31.52

INTERPRETATION:

From the above data we can interpret that:

22.83% of the respondents are Cookies.

23.91% of the respondents are Cream delight.
21.74% of the respondents are Light “n” fun.
31.52% of the respondents are Healthy bites

30
Are you satisfied with the taste & quality of sunfeast product?

60

50
410.3
40

30

20

10 5.043
2.017

highly satisfied satisfied dissatisfied highly dissatisfied

INTERPRETATION:

From the above data we can interpret that:

41.30% of the respondents are Highly satisfied.

51.09% of the respondents are Satisfied.
5.43% of the respondents are Dissatisfied.
2.17% of the respondents are Highly dissatisfied.

31
Do you ever faced any complaint against sunfeast products?

Chart Title
100
90
80
70
60
50
40 85.87

30
20
10 .
14.13
00
Yes NO

Series 1 Series 2

INTERPRETATION:

From the above data we can interpret that:

14.13% of the respondents are Yes.

85.87% of the respondents are No.

32
How would you rate the product in terms of price?

INTERPRETATION:

From the above data we can interpret that:

23.91% of the respondents are Excellent.

40.22% of the respondents are Very good.
28.26% of the respondents are Good.
7.61% of the respondents are Poor.

33
How would you rate the product in terms of variety & taste?

excellent
3529.35
30
25
20
15
10

3.26

poor good
34.78

INTERPRETATION:

From the above data we can interpret that:

29.35% of the respondents are Excellent.

32.61% of the respondents are Very good.
34.78% of the respondents are Good.
3.26% of the respondents are Poor.

34
How would you rate the product in terms of advertisement & packaging?

3.26

32.61
29.35

34.78

excellent very good good poor

INTERPRETATION:

From the above data we can interpret that:

32.61% of the respondents are Excellent.

34.78% of the respondents are Very good.
29.35% of the respondents are Good.
3.26% of the respondents are Poor.

35
How often do you typically use the sunfeast product?

INTERPRETATION:

From the above data we can interpret that:

17.39% of the respondents are Daily.

43.48% of the respondents are Weekly.
34.78% of the respondents are Once a month.
4.35% of the respondents are Do not use.

36
What is your perception towards sunfeast?

INTERPRETATION:

From the above data we can interpret that:

26.09% of the respondents are Very good.

44.57% of the respondents are Good.
27.17% of the respondents are Average.
2.17% of the respondents are Poor.

37
How did you hear about sunfeast product?

word of mouyh, 25,

25%

hoarding, 13.04, advertisement,

13% 61.96, 62%

INTERPRETATION:

From the above data we can interpret that:

61.96% of the respondents Advertisement.

13.04% of the respondents are Hoarding.
25.00% of the respondents are Word of mouth.

38
Thinking about the value of money, how would you describe our product?

Chart Title
60

51.09
50
43.48

40

30

20

10
5.43

good value for money reasonable bad

INTERPRETATION:

From the above data we can interpret that:

43.48% of the respondents Good value for money.

51.09% of the respondents are Reasonable.
5.43% of the respondents are Bad.

39
Which factors of sunfeast product needs improvement?

Sales

price
taste
advertisement
packageing

INTERPRETATION:

From the above data we can interpret that:

23.91% of the respondents Price.

44.57% of the respondents are Taste.
22.83% of the respondents are Advertisement.
8.70% of the respondents are Packaging

40
How would you describe the variety of product?

Chart Title

excellent 35.87

good 41.3

fair 18.48

poor 4.35

10 15 20 25 30 35 40 45

Series 3 Series 2 Series 1

INTERPRETATION:

From the above data we can interpret that:

35.87% of the respondents are Excellent.

41.30% of the respondents are Good.
18.48% of the respondents are Fair.
4.35% of the respondents are Poor.

41
Which attract you most to a new untried brand of sunfeast product?

Chart Title

34.8
31.5
25
35
30
25
20 8.7
15 Series 3
10 Series 2

Series 1

advertisement packaging taste describe price

Series 1 Series 2 Series 3

INTERPRETATION:

From the above data we can interpret that:

31.50% of the respondents are Advertisement.

34.80% of the respondents are Packaging.
25.00% of the respondents are Taste described.
8.70% of the respondents are Price.

42
 CHAPTER-6
Findings, Recommendation & Conclusion

43
 FINGINGS

 63% of the respondents are male, 37% of the respondents are female and there
is 0% of others.

 Majority i.e. 60.90% of the respondents were from the age group of 15-25 years
while 22.80% are the age group of 5-15 years, 14.10% respondents are age of
25-35 years and 2.17% are least age group which is between 35 years orabove.

 Majority i.e. 31.50% are prefer healthy bites, 23.90% are prefer cream delight, 22.80%
are prefer cookies, and 21.70% are prefer light “n” fun.

 Majority of people 51.09% are satisfied with the taste & quality of product,
41.30% of people are highly satisfied with the taste & quality of the product,
5.43% of people are dis-satisfied with the taste & quality of the product and
2.17% of people are highly dis-satisfied with the taste & quality of the product.

 Majority of people 85.87% are not faced any complaint against sunfeast
product and 14.13 are faced complaint against sunfeast product.

 Majority of people 40.22% are respondents very good in terms of price of the
product, 28.26% are respondents good in terms of price of the product, 23.91% are
respondents excellent int terms of price of the product and 7.61% are respondents
poor in terms of price of the product.

 Majority of people 34.78% are respondents good in terms of variety and taste
of the product, 32.61% are respondents very good in terms of variety and taste
of the product, 29.35% are respondents excellent in terms of variety and taste
of the product and 3.26% are respondents poor in terms of variety and taste of
the product.

 Majority of people 34.78% are respondents good in terms of advertisement and

packaging of the product, 32.61% are respondents excellent in terms of
advertisement and packaging of the product, 29.35% are respondents average
in terms of advertisement and packaging of the product and 3.26% are
respondents poor in terms of advertisement and packaging of the product

 Majority of people 43.48% are use the product weekly, 34.78% of people are
use the product once a month, 17.395 of people are use the product daily and
4.35% of people are not use the product.

 Majority of people 44.57% are respondents good perception towards sunfeast,

27.17% are respondents average perception towards sunfeast, 26.09% are
respondents very good perception towards sunfeast and 2.17% are respondents
poor perception towards sunfeast

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 Majority of people 61.96% are hear about sunfeast product through advertisement,
25.00% are hear about sunfeast product through word of mouth and 13.04% are hear
about sunfeast product through hoarding.

 Majority of people 51.09% are respondents reasonable, 43.48% are respondents good
value for money and 5.43% are respondents bad.

 44.57% are respondents to improve the taste, 23.91% are respondents to improve the
price, 22.83% are respondents to improve advertisement and 8.70% are respondents to
improve the packaging

 Majority of people 41.30% are respondents good to the variety of product, 35.87% are
respondents excellent to the variety of product, 18.48% are respondents fair to the
variety of product and 4.35% are respondents poor to the variety of product.

 34.80% are respondents that packaging are attract most of untried brand of sunfeast
product, 31.50% are respondents that advertisement are attract the untried brands of
sunfeast product, 25.00% are respondents that taste described are attract the untried
brands of sunfeast product and 8.70% are respondents that price are attract the untried
brands of sunfeast product.

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 RECOMMENDATIONS

Sunfeast offers a wide range of products, and the recommendation of a specific

product would depend on personal preferences and taste. However, here are some
popular Sunfeast products that you may consider trying:

Sunfeast Dark Fantasy Choco Fills - These biscuits have a chocolate filling and are a
favourite among many consumers. They are perfect as a snack or for dipping in milk.

Sunfeast Mom's Magic - These biscuits are made with the goodness of milk and
wheat and are a favourite among moms and children alike. They come in various
flavours such as Rich Butter, Choco Chip, and Orange.

Sunfeast YiPPee! Noodles - These instant noodles come in various flavours such as
Magic Masala, Classic Masala, and Tri-colour Masala. They are easy to cook and
make for a quick and tasty meal.

Sunfeast Farm-lite Digestive High Fibre Biscuits - These biscuits are made with the
goodness of oats and are high in fibre. They are perfect for those looking for a healthy
snack option.

Sunfeast Marie Light - These biscuits are light and crispy and are a popular tea-time
snack. They are made with the goodness of wheat and are a low-fat option.

Remember, everyone's taste preferences are different, and what works for one person
may not work for another. So, it's always a good idea to try a few options and see
which Sunfeast product suits your taste and needs the best.

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 CONCLUSION

Sunfeast products are popular among consumers for their quality ingredients, innovative
product offerings, and affordable prices.

The brand is known for its variety of flavours, quality ingredients, and affordability, which
have all contributed to its popularity among consumers.

While satisfaction levels can vary from person to person, Sunfeast has received positive
feedback from many consumers for their products such as Dark Fantasy Choco Fills, Mom's
Magic biscuits, YiPPee! Noodles, Farm-lite Digestive High Fibre Biscuits, and Marie Light
biscuits.

It's important to note that personal preferences and taste can differ, and it's always a good idea
to try the products yourself and form your own opinion.

Overall, Sunfeast has established a reputation for producing high-quality products that cater to
a variety of tastes and preferences, and many consumers have reported high levels of
satisfaction with the brand's products.

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ANNEXURE: QUESTIONNAIRE

48
CONSUMER SATISFACTION TOWARDS SUNFEAST PRODUCT

What is your name?

1.

What is your gender?

1. Male
2. Female
3. Others

Which age group of people most likely use sunfeast product at your home?

1. 05 – 15
2. 15 -25
3. 25 – 35
4. 35 or above

Which product of sunfeast do you prefer most?

1. Healthy bites
2. Light “n” fun
3. Cream delight
4. Cookies

Are you satisfied with the taste & quality of sunfeast product?

1. Highly satisfied
2. Satisfied
3. Dis-satisfied
4. Highly dis-satisfied

Do you ever face any complaint against sunfeast product?

1. Yes
2. No

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How would you rate the product in terms of price?

1. Excellent
2. Very good
3. Good
4. Poor

How would you rate the product in terms of variety & taste?

1. Excellent
2. Very good
3. Good
4. Poor

How would you rate the product in terms of advertisement & packaging?

1. Excellent
2. Good
3. Average
4. Poor

How often do you typically use the sunfeast product?

1. Daily
2. Weekly
3. Once a month
4. Do not use

What is your perception towards sunfeast?

1. Very good
2. Good
3. Average
4. Poor

How did you hear about sunfeast product?

1. Advertisement
2. Hoarding
3. Word of mouth

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Thinking about the value of money, how would you describe our product?

1. Good value for money

2. Reasonable
3. Bad

Which factors of sunfeast product needs improvement?

1. Price
2. Taste
3. Advertisement
4. Packaging

How would you describe the variety of product?

1. Excellent
2. Good
3. Fair
4. Poor

Which attract you most to a new untried brand of sunfeast product?

1. Advertisement
2. Packaging
3. Taste described
4. Price

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BIBLIOGRAPHY

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 https://www.scribd.com

 https://www.asianfoodfactory.com

 https://www.slideshare.net

 https://pdfcoffee.com

 https://deshicompanies.com

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