A

REPORT ON
“Case Studies On Consumer Behavior”

Submitted
In partial fulfilment
For the award of the degree of
MASTER OF BUSINESS ADMINISTRATION (MBA)
IN DEPARTMENT OF MANAGEMENT STUDIES

SUBMITTED TO: SUBMITTED BY:

DR. Aditi Dwivedi Roshni jasuja
(Head of the department)

ENGINEERING COLLEGE, JHALAWAR

RAJASTHAN TECHNICAL UNIVERSITY, KOTA
2024-2025
 DECLARATION

I hereby declare that the project work entitled “Stress Management by yoga” submitted
to the Engineering college Jhalawar, is a record of an original work done by me under the
guidance of Dr Aditi Dwivedi, head of the MBA department. And this report work is
submitted in the partial fulfilment of the requirement for the award of the degree of
Master of Business Administration. The results embodied in this thesis has not been
submitted to any other University or institute for the award pf any degree or diploma.
 ACKNOWLEDGEMENT

I would like to express my deep sense of gratitude to our Guide Dr. ADITI DWIVEDI
Department of Management Studies for his active cooperation in completion of this work.
She was kind enough to cater my never-ending queries. Without his gracious cooperation
and valuable guidelines, the work would not have been in present shape. For the
accomplishment of this report work, expression and words run short to convey my
gratitude to many individuals. This report work is an outcome of moral support and
persuasive interest dedicated from many individuals directly or indirectly involved. We are
highly indebted and grateful to Dr. ADITI DWIVEDI and other faculty members in the
Department of Management Studies at (ECJ) Engineering College Jhalawar for their
continuous blessings and encouragement. Last but not the least; we would like to express
our gratitude to our parents for their valuable support and encouragement.

ROSHNI JASUJA
 INTRODUCTION

Understanding consumer behavior is a key element of a marketing strategy. In fact, before

implementing a strategy, it is essential to fully understand the needs and expectations of
the consumers you want to influence. To do this, you need to understand how the
consumer will react and be influenced by your marketing strategies.

To delve deeper into the preferences of your target market, some of the questions you
must answer are:

How do the consumers perceive the information?

How do you capture their paying attention?
What are their needs?
What factors influence them to make purchasing decisions? Are they price, quality,
commercial offer, or others?
The goal of every entrepreneur is to meet the demands of the public and market, which will
give a boost to the organization’s sales and customer satisfaction.

To achieve this goal, an entrepreneur conducts a study and gains insights into the
consumer’s behavior, who can be potential buyers. Surveys and research studies make
decision-making easier and aid in improving relationships with customers.

What is consumer behavior?

Consumer behavior is the actions and decisions that people or households make when they
choose, buy, use, and dispose of a product or service. Many psychological, sociological, and
cultural elements play a role in how consumers engage with the market.
It is a multi-stage process that involves identifying problems, collecting data, exploring
options, making a decision to buy, and evaluating the experience afterward. Consumers
may be impacted during these stages by things including personal views and values, social
conventions, marketing campaigns, product features, and environmental conditions.
Understanding consumer behavior is essential for businesses to create marketing plans that
work and to supply goods and services that satisfy customers’ wants and needs. To see
trends and patterns, forecast demand, and make wise choices regarding product design,
price, promotion, and distribution, marketers must analyze and understand data on
customer behavior.
 CASE STUDY 1
Shopping Malls A New Shopping Experience

Abstract:
The caselet deals with the development of organized retailing in India in the form of
shopping malls. It looks into the reasons for the growth of shopping malls in India. With the
changing shopping needs and aspirations, consumers are finding it easier to shop at malls
where a wide choice of merchandise is available under one roof. The caselet also delves
into the growth of specialty malls and the challenges faced by shopping malls in India.

Issues:
• Growth of organized retailing in India
• How changing customer aspirations result in the evolution of retail formats
• Challenges faced by organized retailing outliers
In 1999-2000 three modern shopping malls opened in India, viz.Crossroads in Mumbai
(Refer Exhibit)Promoted by the Piramal Group, Ansal’s Plaza in Delhi promoted by the Ansal
Group, and Spencer Plaza in Chennai promoted by the Mangal Tirth Group.
These malls were expected to bring about a mall revolution in India, based on changing
consumer preferences, and growing incomes…

Questions for Discussion:

1. Although shopping malls started making their presence felt, consumers still had to go
to the traditional stand-alone stores, when they were purchasing specialized
products like electronics, home needs, and jewelry. What are the ways in which
shopping malls in India can attract more number of customers?

2. Poor mall management and poor tenant mix have resulted in poor mall traffic and
low conversion rate. This has led to the closure of individual shops, at several malls.
What can the mall management do, to attract serious buyers?
 SOLUTION 1

Alright, let’s break down the caselet on the growth of shopping malls in India.
1. Although shopping malls started making their presence felt, consumers still had to
go to the traditional stand-alone stores, when they were purchasing specialized
products like electronics, home needs, and jewelry. What are the ways in which
shopping malls in India can attract more number of customers?
To attract more customers for specialized products and become a one-stop shopping
destination, Indian shopping malls can implement several strategies:
• Strategic Tenant Mix and Zoning:
• Curated Selection: Malls need to actively curate a diverse and high-quality mix of
tenants offering specialized products. This involves attracting reputable brands and
retailers in electronics, home goods, jewelry, and other niche categories that
consumers currently seek outside malls.
• Dedicated Zones: Creating distinct zones or “streets” within the mall dedicated to
specific product categories (e.g., an electronics hub, a home décor alley, a jewelry
court) can make it easier for consumers to find what they are looking for and
encourage exploration.
• Flagship Stores and Experiential Retail: Attracting flagship stores of popular
specialized brands can draw significant foot traffic. Incorporating experiential retail
concepts, where consumers can interact with products and brands in engaging ways
(e.g., demo areas for electronics, design consultation zones for home needs,
personalized jewelry design services), can enhance the shopping experience and
encourage purchases.
• Enhanced Shopping Experience and Amenities:
• Superior Customer Service: Training mall staff and individual store employees to
provide knowledgeable and helpful service for specialized products is crucial. This
can include product demonstrations, expert advice, and after-sales support.
• Comfort and Convenience: Ensuring ample parking, clean and well-maintained
facilities, comfortable seating areas, and clear wayfinding can enhance the overall
shopping experience and make it more appealing than navigating multiple stand-
alone stores.
• Integration of Online and Offline: Offering services like online order pickup, in-store
returns for online purchases, and digital directories can bridge the gap between
online and offline shopping and cater to modern consumer preferences.
• Targeted Marketing and Promotions:
• Category-Specific Campaigns: Malls can run targeted marketing campaigns
 highlighting the availability of specialized products and the unique offerings of their
tenants. This can include collaborations with specific retailers for joint promotions.
• Loyalty Programs and Exclusive Offers: Implementing loyalty programs that reward
customers for shopping across different categories within the mall can incentivize
them to make purchases of specialized goods. Offering exclusive deals or bundles on
specialized products can also attract more buyers.
• Events and Workshops: Hosting events, workshops, or demonstrations related to
specialized products (e.g., photography workshops for camera enthusiasts, home
décor styling sessions, jewelry design showcases) can draw in interested customers
and position the mall as a hub for these categories.
• Building a Community and Destination Appeal:
• Lifestyle Integration: Malls can evolve into lifestyle destinations by offering a wider
range of attractions beyond shopping, such as entertainment options (cinemas,
gaming zones), food and beverage outlets, and community spaces. This can increase
overall footfall, which can indirectly benefit specialized retailers.
• Partnerships and Collaborations: Collaborating with local communities, hosting
cultural events, and creating a sense of place can make the mall a more integral part
of people’s lives and increase their likelihood of visiting for all their needs, including
specialized purchases.
By focusing on a strategic tenant mix, enhancing the shopping experience, implementing
targeted marketing, and building a strong community appeal, Indian shopping malls can
effectively attract more customers for specialized products and evolve into comprehensive
retail destinations.
2. Poor mall management and poor tenant mix have resulted in poor mall traffic and
low conversion rate. This has led to the closure of individual shops, at several
malls. What can the mall management do, to attract serious buyers?
To overcome poor traffic and low conversion rates and attract serious buyers, mall
management needs to take decisive action on several fronts:
• Revamping Tenant Mix through Strategic Curation:
• Market Research: Conduct thorough market research to understand the needs and
preferences of the target demographic in the mall’s catchment area. Identify product
categories and brands that are in demand but underrepresented.
• Targeted Tenant Acquisition: Actively seek out and attract reputable and relevant
retailers that align with the identified customer needs and have a proven track
record of attracting serious buyers. This might involve offering attractive lease terms
or incentives.
• Performance-Based Evaluation: Regularly evaluate the performance of existing
tenants. Replace underperforming stores with businesses that have a higher
 potential to drive traffic and sales.
• Anchor Tenant Strategy: Secure strong anchor tenants (e.g., large department stores,
hypermarkets, popular lifestyle brands) that can act as significant traffic generators
for the entire mall.
• Improving Mall Management and Operations:
• Enhanced Customer Experience: Focus on creating a positive and seamless shopping
experience. This includes ensuring cleanliness, safety, efficient parking management,
clear signage and wayfinding, comfortable ambiance (lighting, temperature), and
readily available customer service.
• Data-Driven Decision Making: Utilize data analytics to understand customer footfall
patterns, dwell times, conversion rates, and popular product categories. This
information can inform decisions about tenant mix, marketing efforts, and
operational improvements.
• Proactive Maintenance and Upgrades: Regularly maintain and upgrade the mall’s
infrastructure and aesthetics to create a modern and appealing environment.
• Effective Zoning and Layout: Optimize the mall layout to ensure logical flow and
visibility for all stores. Grouping similar product categories together can attract
focused shoppers.
• Strategic Marketing and Engagement:
• Targeted Marketing Campaigns: Develop marketing campaigns that specifically target
serious buyers interested in the mall’s offerings. This can involve digital marketing,
social media engagement, and collaborations with relevant influencers.
• Value-Driven Promotions and Events: Organize events, promotions, and sales that
offer genuine value to customers and incentivize purchases. This could include
exclusive discounts, product launches, or themed shopping festivals.
• Building a Community: Create a sense of community within the mall by hosting
events and activities that appeal to the target audience, fostering loyalty and repeat
visits.
• Loyalty Programs: Implement a robust loyalty program that rewards frequent
shoppers and encourages higher spending.
• Adapting to Evolving Retail Landscape:
• Omnichannel Integration: Facilitate seamless integration between online and offline
shopping experiences for tenants and customers. This could involve offering online
order pickup points, digital store directories, and interactive kiosks.
• Experiential Retail: Encourage tenants to incorporate experiential elements into their
stores to create engaging and memorable shopping experiences that go beyond
mere product display.
• Flexibility and Innovation: Be open to new retail formats, pop-up shops, and
 collaborations that can bring fresh energy and attract different customer segments.
By addressing the issues of poor tenant mix and mall management through strategic
curation, operational improvements, targeted marketing, and adaptation to the changing
retail landscape, mall management can create a more compelling destination that attracts
serious buyers and ensures the long-term viability of the shopping center.
 CASE STUDY 2
Pet Services in India From Bow-Bow to Wow-Wow

Abstract:
The caselet, Pet Services in India: From Bow-Bow to Wow-Wow, explains the growing need
for the pet services business in India. With the increase in the number of double income
households and the increasing insecurity among the members of urban households, the
number of people owning pets has also gone up. The entry of multinational firms offering
products and services related to pets has affected the pet service market which existed in
India.
Issues:
• The impact of changes in social structures on businesses
• How the entry of established players brings about a change in consumer behavior
• Understanding the reasons behind the growth of pet service business in India
Introduction
In 2000, Mars Inc., a $14 billion US giant in dog food, entered the Indian market through its
wholly-owned subsidiary, Effem India Pvt. Ltd. The company started its operations in India
with its Pedigree dog food brand.Mars was not the only international player showing
interest in this market. Nestlé Purina Petcare company, part of international food giant
Nestlé, also entered the Indian pet products market with its Purina brand in 2003…

Questions for Discussion:

1. “One pet owner proclaimed, ‘Our pets are our kids.” Assess the changes in the Indian
society that has resulted in the growth of pet services in India?
2. “Indian pet owners have traditionally fed pets with home-cooked food. But the trend
is rapidly changing in favor of branded pet foods, because these provide balanced
diet and pets do have specialized nutritional needs.” How did the belief systems
prevalent in the Indian families influence the dietary patterns of the pets?
 SOLUTION 2
Alright, let’s analyze the case let on India’s pet services industry.
1. “One pet owner proclaimed, ‘Our pets are our kids.’” Assess the changes in the
Indian society that has resulted in the growth of the pet services industry in India.
The statement “Our pets are our kids” encapsulates a significant shift in the human-animal
bond within Indian society, driving the growth of the pet services industry. Several
interconnected social changes have contributed to this phenomenon:
• Changing Family Structures: The rise of nuclear families and double-income
households has led to smaller family sizes and a greater sense of loneliness for some
individuals and couples. Pets often fill this void, providing companionship, emotional
support, and a sense of purpose, akin to having children.
• Increased Disposable Income: Economic growth and rising disposable incomes in
urban areas have made it possible for more families to afford the costs associated
with pet ownership, including food, healthcare, grooming, and other services.
• Delayed Marriages and Childbearing: An increasing number of young adults are
delaying marriage and having children later in life. During this period, pets often
become the focus of their nurturing instincts and discretionary spending.
• Increased Awareness of Pet Well-being: There’s a growing awareness and acceptance
of pets as integral members of the family, deserving of proper care, nutrition, and
even pampering. This shift in perception fuels the demand for specialized pet
services.
• Urbanization and Lifestyle Changes: The increasing urbanization has led to more
people living in apartments, sometimes away from extended family. Pets provide
companionship and a sense of connection in these more isolated urban
environments. The fast-paced urban lifestyle also creates a need for convenient pet
care services like grooming, walking, and boarding.
• Influence of Western Culture and Media: Exposure to Western cultures and media
has played a role in shaping attitudes towards pets, further emphasizing their role as
companions and family members.
• Security Concerns: As mentioned in the abstract, increasing insecurity among
members of urban households has also contributed to pet ownership, with dogs
 often providing a sense of security and protection. This, in turn, drives demand for
pet care and training services.
• Shifting Social Norms: The stigma associated with treating pets as family members
has diminished. It’s becoming increasingly common and socially acceptable to invest
in pets’ well-being and include them in various aspects of life.
In essence, the evolving socio-economic landscape of India, characterized by changing
family structures, increased affluence, urbanization, and a greater emphasis on individual
well-being and companionship, has fostered a deep emotional connection with pets,
treating them as family. This fundamental shift in the human-animal bond is the primary
driver behind the burgeoning pet services industry.
2. “Indian pet owners have traditionally fed pets with home-cooked food. But the
trend is rapidly changing in favor of branded pet foods, because these provide
balanced diet and pets do have specialized nutritional needs.” How did the belief
systems prevalent in the Indian families influence the dietary patterns of the
pets?
Traditional Indian belief systems significantly influenced the dietary patterns of pets,
primarily favoring home-cooked food due to several factors:
• Human-Centric Dietary Practices: Traditionally, Indian families have a strong culture
of preparing fresh meals at home. This practice often extended to pets, with the
belief that what is good and wholesome for humans is also suitable for animals. Pets
were often fed leftovers or simple preparations made with familiar ingredients like
rice, milk, vegetables, and sometimes meat or fish depending on the family’s dietary
habits and religious beliefs.
• Cost-Consciousness: Branded pet food was often perceived as expensive and
unnecessary. Home-cooked food was seen as a more economical way to feed pets,
utilizing readily available ingredients.
• Limited Awareness of Specialized Nutritional Needs: There was generally less
awareness about the specific nutritional requirements of different animal species
and breeds. The understanding that pets have distinct dietary needs for optimal
health and growth was not as widespread.
• Trust in Natural and Familiar Ingredients: Home-cooked food was considered
“natural” and free from artificial additives or preservatives, which some pet owners
 viewed with suspicion. Familiar ingredients were trusted over commercially
produced food with potentially unknown components.
• Cultural Emphasis on Freshness: Indian cuisine and food practices often emphasize
the importance of fresh, locally sourced ingredients prepared daily. This cultural
value extended to pet food as well.
• Influence of Ayurvedic Principles: In some households, traditional Ayurvedic
principles might have indirectly influenced pet feeding practices, with certain foods
being favored based on their perceived “heating” or “cooling” properties.
• Emotional Connection to Feeding: Preparing and feeding pets was often seen as an
act of care and affection. Home-cooked meals reinforced this emotional bond.
However, the increasing awareness of the specialized nutritional needs of pets, coupled
with the convenience and balanced formulations offered by branded pet foods, is gradually
shifting these traditional beliefs. As pet owners become more educated about animal
nutrition and prioritize their pets’ health and well-being, the preference for scientifically
formulated commercial pet food is on the rise. The entry of multinational players with their
marketing and educational efforts has also played a significant role in this transition.
 CASE STUDY 3
Dove Campaigning for Real Beauty
Abstract:
Dove’s new promotional campaign tried to break away from the stereotype images of
beauty portrayed by the media and advertisements. The campaign titled ‘Campaign for real
beauty’ caught the attention of the public. The caselet deals with the challenges the
company had to face while implementing the promotional campaign.
Issues:
• The role played by advertising companies and the media in portraying images of
beauty
• How companies are trying to be authentic in their promotional campaigns
• Nervosa, Henley Institute of Mental gn for real beauty, on & Johnson, Nivea,
Stereotypic model
• Influence of peer groups and reference groups in influencing beliefs of people
Introduction
Dove, a leading cleansing brand from Unilever, has been criticized for coming out with
campaigns portraying stereotypic definitions of beauty which promoted the idea that
looking great meant being thin.
“People feel under pressure to improve their appearance, even at times such as childhood,
pregnancy and later in life, when, traditionally, it was OK not to bother,” said Tamar Kasriel,
Head Knowledge Venturing, Henley Center, a marketing consultancy…
Questions for Discussion:

1. Assess the challenges the “Campaign for real beauty” campaign faced and will face in
the future.
2. In which ways were “Campaign for real beauty” unique as compared to promotional
campaigns of beauty companies?
 SOLUTION 3
Okay, let’s delve into the “Campaign for Real Beauty” and the questions you’ve raised.
1. Assess the challenges the “Campaign for real beauty” campaign faced and will
face in the future.
Based on the provided abstract and introduction, the “Campaign for Real Beauty” likely
faced and continues to face several key challenges:
• Entrenched Stereotypes: The campaign directly challenged deeply ingrained societal
and media-driven stereotypes of beauty, primarily the notion that “looking great
meant being thin.” Overcoming these long-standing ideals requires a sustained and
consistent effort. Resistance from individuals and media outlets that profit from or
perpetuate these stereotypes is a significant hurdle.
• Skepticism and Cynicism: When a large corporation like Dove (owned by Unilever)
launches a campaign focused on “real beauty,” it can be met with skepticism.
Consumers might question the authenticity of the message, viewing it as a marketing
tactic rather than a genuine commitment. Overcoming this cynicism requires
transparency and consistent action that aligns with the campaign’s message.
• Maintaining Authenticity: As the campaign evolves, maintaining its initial authenticity
will be crucial. There’s always a risk that future marketing efforts might inadvertently
slip back into promoting more conventional beauty standards, undermining the core
message and eroding consumer trust.
• Measuring Impact and ROI: Quantifying the direct impact of a campaign like “Real
Beauty” on sales and brand loyalty can be challenging. Traditional marketing metrics
might not fully capture the long-term effects of shifting perceptions and building
brand affinity based on values. Justifying continued investment in such a campaign
can be difficult if tangible short-term results are lacking.
• Navigating Diverse Beauty Standards: While the campaign aimed to broaden the
definition of beauty, beauty standards themselves are diverse and culturally
nuanced. Ensuring the campaign resonates authentically across different
demographics and avoids inadvertently imposing new, albeit broader, standards is an
ongoing challenge.
 • Potential for Backlash: Any campaign that challenges established norms can face
backlash from those who feel their views are being undermined or that the campaign
is “politically correct” or “virtue signaling.” Managing and responding to such
criticism constructively is essential.
• The Evolving Media Landscape: The rise of social media and influencer culture
presents both opportunities and challenges. While these platforms can amplify the
“Real Beauty” message, they also host a vast amount of content that often reinforces
traditional beauty standards. Navigating this complex and rapidly evolving landscape
requires adaptability.
2. In which ways was “Campaign for real beauty” unique as compared to
promotional campaigns of beauty companies?
The “Campaign for Real Beauty” stood out from traditional beauty company promotional
campaigns in several significant ways:
• Challenging the Status Quo: Unlike most beauty campaigns that historically focused
on promoting idealized and often unattainable images of beauty (typically thin,
young, and conventionally attractive), Dove’s campaign directly confronted these
stereotypes. It featured “real women” of diverse shapes, sizes, ages, and ethnicities,
celebrating their natural appearance rather than presenting an airbrushed or heavily
made-up ideal.
• Focus on Inclusivity and Broadening Definitions: The campaign actively sought to
broaden the definition of beauty beyond physical appearance to include qualities like
confidence, kindness, and individuality. This inclusive approach aimed to resonate
with a wider audience and challenge the narrow focus of traditional beauty
advertising.
• Initiating a Dialogue: The campaign aimed to spark a conversation about beauty
standards and their impact on women’s self-esteem. It wasn’t just about selling
products; it was about promoting a message and encouraging a shift in perspective.
The “Issues” section of the abstract highlights the campaign’s focus on the role of
media and peer influence, indicating an intent to engage with these broader societal
factors.
• Emphasis on Authenticity: By featuring “real women” and their unretouched images,
the campaign aimed for a sense of authenticity that was often absent in the highly
polished and often artificial world of beauty advertising. This focus on realness was a
 deliberate departure from the aspirational and often unattainable imagery prevalent
in the industry.
• Long-Term Vision: The “Campaign for Real Beauty” wasn’t a short-lived marketing
gimmick; it represented a longer-term brand philosophy. This sustained commitment
to a broader message, rather than just product promotion, set it apart from many
traditional, product-centric campaigns.
In essence, the “Campaign for Real Beauty” was unique because it shifted the focus from
selling an idealized image to promoting a more inclusive and authentic understanding of
beauty, directly challenging the very norms that had long been perpetuated by the beauty
industry itself.
 CASE STUDY 4
Haldiram’s The No:1 Choice of Consumers
Abstract:
The caselet, Haldiram’s: The No: 1 Choice of Consumers, explains how. Haldiram’s, which
markets snack products in India, became the primary choice among Indian consumers.
Haldiram’s came out with different products which suited the tastes of various ethnic and
geographical groups. The caselet deals with how the company used the 4Ps effectively to
influence consumer decision making.

Issues:
• Ways in which a company can influence consumer decision making
• Importance of the pricing strategy in the ready-to-eat snack market in India
• The need to offer products which suit the tastes of a heterogeneous group
Introduction:
Haldiram’s, a household name in ready-to-eat snack foods in India, offered a wide range of
products to its customers. The product range included namkeens (savories), sweets,
sharbats, bakery items, dairy products, papads, and ice-creams. Namkeens remained the
main focus area for the group. By specializing in the manufacture of namkeens, the
company created a niche market. Haldiram’s sought to customize its products to suit the
tastes and preferences of customers from different parts of India. For example, it launched
‘Murukku, a South Indian snack, and ‘Chennai Mixture’ for South Indian customers…

Questions for Discussion:

1. What were the ways in which Haldiram’s influenced the decision making of the
consumers?
2. What were the marketing strategies followed by Haldiram’s to ensure that its
products became the No 1 choice among the consumers?
 SOLUTION 4
I
1. What were the ways in which Haldiram’s influenced the decision-making of the
consumers?
Haldiram’s has masterfully influenced consumer decisions through a multi-pronged
approach, effectively tapping into various psychological and practical aspects of the buying
process. Here are some key ways:
• Product Diversification and Customization: By offering a vast array of products
catering to different regional tastes and preferences, Haldiram’s ensured that a
wider segment of the population found something appealing. The examples of
‘Murukku’ and ‘Chennai Mixture’ for South Indian customers clearly demonstrate
their strategy of tailoring products to specific ethnic and geographical groups. This
localization created a sense of familiarity and authenticity, directly influencing
purchase decisions within those communities.
• Quality and Trust: Over time, Haldiram’s has built a strong reputation for quality and
consistency. This reliability acts as a powerful heuristic for consumers. When faced
with numerous snack options, the established trust in the Haldiram’s brand makes it
a safer and more appealing choice, reducing perceived risk in their purchase
decision.
• Effective Pricing Strategies: While the abstract mentions the “importance of the
pricing strategy,” the details aren’t provided. However, it’s likely that Haldiram’s
employed competitive pricing, value-based pricing for the quality offered, or even
regional pricing variations to attract different consumer segments. A well-thought-
out pricing strategy makes their products accessible and attractive to a broad range
of income levels.
• Strategic Distribution and Availability: Making their products readily available across
various retail channels (from large supermarkets to local kirana stores) ensures high
visibility and convenience. This widespread presence reduces the effort required for
consumers to purchase their snacks, making them a more likely choice when a
craving hits.
• Brand Recall and Association: Through consistent branding and potentially effective
marketing (though not detailed in the abstract), Haldiram’s has likely built strong
 brand recall. The name itself has become synonymous with quality Indian snacks for
many consumers. This familiarity and positive association subconsciously influence
purchase decisions.
• Catering to Diverse Needs: By offering a wide range of product categories beyond
just namkeens (including sweets, sharbats, bakery items, dairy products, papads, and
ice-creams), Haldiram’s positions itself as a one-stop shop for various snack and treat
needs. This broad portfolio increases the likelihood of consumers choosing
Haldiram’s products across different occasions.
2. What were the marketing strategies followed by Haldiram’s to ensure that its products
became the No 1 choice among the consumers?
The abstract doesn’t explicitly detail specific marketing campaigns or strategies. However,
based on their success and the information provided, we can infer some of the key
marketing approaches Haldiram’s likely employed:
• Focus on Product Quality and Innovation: Haldiram’s primary marketing strategy
appears to be rooted in consistently delivering high-quality products and innovating
to cater to evolving tastes. The introduction of region-specific snacks demonstrates a
focus on understanding and meeting diverse consumer needs. In many ways, the
product itself becomes a powerful marketing tool.
• Building a Strong Brand Reputation: Over decades, Haldiram’s has cultivated a
reputation for authenticity, quality, and taste. This organic brand building, through
consistent product delivery and customer satisfaction, is a powerful long-term
marketing strategy.
• Extensive Distribution Network: As mentioned earlier, their widespread availability
acts as a crucial marketing element. Being present where consumers shop
significantly increases the chances of their products being chosen over competitors.
“Being there” is a fundamental aspect of marketing.
• Understanding and Targeting Specific Consumer Segments (Implied): The
development of products like ‘Murukku’ and ‘Chennai Mixture’ suggests a deep
understanding of regional preferences and targeted product offerings. While not a
traditional advertising campaign, this focused product development acts as a highly
effective way to capture specific consumer groups.
• Leveraging the “Indianness” and Tradition: Haldiram’s likely leverages the inherent
 appeal of traditional Indian snacks. By maintaining the authenticity of flavors and
recipes (while also innovating), they tap into a sense of nostalgia and cultural
connection for many consumers. This resonates deeply within the Indian market.
• Potentially Strategic Pricing (Implied): As mentioned before, a well-deqefined pricing
strategy would have played a crucial role in making their products attractive and
competitive across different income segments.
In conclusion, Haldiram’s journey to becoming the No. 1 choice in Indian snacks appears to
be a result of a customer-centric approach focusing on product quality, understanding
diverse tastes, building trust, ensuring widespread availability, and leveraging the cultural
appeal of their offerings. While explicit marketing campaigns might have played a role,
their core strategy seems to revolve around creating and delivering products that
consistently meet the needs and preferences of a vast and varied Indian consumer base.