Description
Today companies are facing stiff competition. Only customer centered companies are tending to build Customers rather than building Product. Too many companies think that the Job of Marketing is to procure
customers. ―Marketing is a Social and Managerial Process by which individual and group obtain what they need
and want through Creating, Offering and Exchanging product of values with each other‖.
IJAMBU Volume 2 Issue 1Jan-Mar 2014
ISSN 2348-1382 (Online)
27
Customer Satisfaction of Parle G biscuits in Chennai city
Dr. N. Bhuvana Devi
Assistant Professor, R.M.K. Engineering College, Chennai
I. INTRODUCTION
Today companies are facing stiff competition. Only customer centered companies are tending to build
Customers rather than building Product. Too many companies think that the Job of Marketing is to procure
customers. ?Marketing is a Social and Managerial Process by which individual and group obtain what they need
and want through Creating, Offering and Exchanging product of values with each other?.
II. OBJECTIVES OF THE STUDY
? To elucidate the frequency of purchase and opinion about the Parle G Biscuits.
? To find market segment and the major competitors of Parle G Biscuits.
? To study about the awareness level of retailers and consumers towards Parle G.
? To evaluate the factors which influence people to buy Parle G Biscuits.
? To examine the brand loyalty of Parle G Biscuits.
III. RESEARCH METHODOLOGY
Research in common parlance refers to a search for knowledge. One can also define research as a
scientific and systematic search for pertinent information in a specific topic. The design used in this research
work is Descriptive Type. The sample area is Parle G Biscuit Consumers and Retailers in Chennai City and
Non-Probability Convenience Sampling Technique is adopted in this survey. The following analytical tools are
used to analyze the data collected from 100 respondents. They are Simple Percentage Analysis; Mean Score,
and Chi – Square.
Table 1: Demographic information
S.
No
Demographics Particulars Respondents Percentage
1 Age (years) Below 20 23 23%
20-30 26 26%
30-40 32 32%
Above 40 19 19%
2 Gender Male 58 58%
Female 42 42%
3 Educational Status SSLC 26 26%
HSC 20 20%
UG 32 32%
PG 16 16%
POST PG 6 6%
4 Occupation Service 14 14%
Retailer 50 50%
Individual 21 21%
Professional 15 15%
Inference
? It is inferred that 32% of the respondents are in the age group of 30-40yrs,26% belongs to 20-30yrs,
23% falls below 20 yrs, and 19% above 40years of age.
? It is inferred that 58%of the respondent‘s gender are male and 42% are female.
? It is inferred that 32%, 26%,20%,16% and 6% of the respondents are qualified with UG, SSLC, HSC,
PG and POST PG respectively.
? It is inferred that 50% of the respondents occupation are retailers,21% are individual, 15% are
professional and 14% belongs to service.
IJAMBU Volume 2 Issue 1Jan-Mar 2014
ISSN 2348-1382 (Online)
28
Table 2: Consumers’ Opinion Regarding The Parle G Biscuits
Factors No. of respondents Percentage
Excellent 41 41%
Good 55 55%
Average 4 4%
Poor 0 0
Very poor 0 0
Total 100 100
Inference
It is clear that 55% of the respondent opinion is good 41% is Excellent, and 4% opinion is average.
Table 3: Frequency of Purchasing Parle G Biscuits
Frequency of Purchase No. of. respondents Percentage
Daily 10 10%
Weekly 27 27%
Monthly 20 20%
Occasionally 43 43%
Total 100 100
Inference
It is clear that 43% of the respondents are occasional buyers, 27% are weekly buyers, 20% are monthly
buyers and 10% of them are Daily buyers.
Table 4: Segment Attracted By Parle G Biscuits
Opinion No. of respondents Percentage
Children 34 34%
Teenagers 25 25%
Adult 24 24%
Old aged 17 17%
Total 100 100
Inference
It is clear that 34% of the respondents attracted are children, 25% are Teenagers, 24% are Adult and
17% of the respondents are old aged.
Table 5: Major Competitors of Parle G Biscuits
Brand No. of respondents Percentage
Sun feast 52 52%
Dukes 10 10%
Britannia 18 18%
True 20 20%
Total 100 100
Inference
It is inferred that 52% of the respondents prefer Sun feast as first competitor ,20% prefers True, 18%
prefers Britannia and 10% of them prefers Dukes.
Table 6: Channels to Know about Parle G Biscuits
S. No Attributes Maximum score Mean score Rank
1 Advertisement 314 3.14 I
2 Personal selling 200 2.00 IV
3 Shop keeper 242 2.42 III
4 Friends & relatives 244 2.44 II
IJAMBU Volume 2 Issue 1Jan-Mar 2014
ISSN 2348-1382 (Online)
29
Inference
It is inferred that the mean score of Advertisement is 3.14, Friends & Relatives is 2.44, Shop keeper is
2.42 and Personal selling is 2.00 and they are ranked as I, II, III & IV respectively.
Table 7: Media for Advertisement
S. No Attributes Maximum score Mean score Rank
1 TV 400 4.00 I
2 Magazine 256 2.56 VI
3 Point of purchase 340 3.40 III
4 Hoarding 362 3.62 II
5 Radio 260 2.60 V
6 News Paper 312 3.12 IV
Inference
It is observed that the mean score of TV is 4.00, Hoardings is 3.62, Point of Purchase is 3.40,
Newspaper is 3.12, Radio 2.60 and Magazine is 2.56 and they are ranked as I, II, III, IV, V & VI
respectively.
Table 8: Economical Package for Parle G Biscuits
Opinion No. of respondents Percentage
Strongly agree 23 23%
Agree 59 59%
Neutral 18 18%
Disagree 0 0
Strongly disagree 0 0
Total 100 100
Inference
It is clear that 59% of the respondents agree that the package is Economical, 23% are strongly agree, and
18% have neutral opinion that the package is economical.
Table 9: Confidence over the Product Quality of Parle G Biscuits
Opinion No. of respondents Percentage
Strongly agree 30 30%
Agree 48 48%
Neutral 22 22%
Disagree 0 0
Strongly disagree 0 0
Total 100 100
Inference
It is clear that 48% of the respondents Agree that they are confident of product quality at the time of
purchase, 30% are of Strongly agree, and 22% of them have neutral opinion.
Table 10: Consumers’ Satisfaction Level with Parle G Biscuits
S. No. Attributes Maximum score Mean score Rank
1 Price 446 4.46 I
2 Taste 442 4.42 III
3 Flavor 433 4.33 V
4 Variety 436 4.36 IV
5 Availability 444 4.44 II
6 Packing 384 3.84 VI
7 Offers 335 3.35 VII
IJAMBU Volume 2 Issue 1Jan-Mar 2014
ISSN 2348-1382 (Online)
30
Inference
It is inferred that the mean score of Price of Parle G biscuits is 4.46, Availability is 4.44, Taste is 4.42,
Variety is 4.36, Flavor is 4.33, Packing is 3.84, and Offers is 3.35 and they are ranked as I, II, III,
IV, V, VI & VII respectively.
Table 11: Factors To Be Improved In Parle G Biscuits
Factors No. of respondents Percentage
Price 14 14%
Features 25 25%
Package 35 35%
Quality 11 11%
Taste 15 15%
Total 100 100
Inference
It is clear that 35% of the respondents need changes in Package, 25% need changes in Features, 15%
need changes in Taste, 14% need changes in Price and 11% of them need changes in Quality.
CHI-SQUARE ANALYSIS
Table 12: Association between Age and Segment Attracted by Parle G Biscuits
Age\segment
attracted
Children Teenager Adults Old aged Total
Below 20 yrs 10 6 6 5 27
20-30 yrs 8 5 8 6 27
30-40 yrs 9 6 5 5 25
Above 40 yrs 6 5 5 5 21
Total 33 22 24 21 100
Null Hypothesis (Ho):
There is no significant relationship between Respondents Age and Segment attracted by Parle G biscuits.
Table 13: Chi-Square Result
Calculated Chi-
Square Value
Table value Significant level
Degrees of
freedom
Result
2.315 16.92 5% 9
Accept Null
Hypothesis
Inference:
The calculated value of chi-square is less than the table value. The Null Hypothesis is accepted. Hence there is
no significant relationship between Respondents‘ Age and Segment attracted by Parle G biscuits.
Table 14: Association between Opinion regarding Parle G Biscuits and frequency of Purchasing
Opinion
\frequency of
purchasing
Excellent Good Average Total
Daily 13 7 8 28
Weekly 10 9 6 25
Monthly 11 9 6 26
Occasionally 6 10 5 21
Total 40 35 25 100
IJAMBU Volume 2 Issue 1Jan-Mar 2014
ISSN 2348-1382 (Online)
31
Null Hypothesis (Ho):
There is no significant relationship between Respondents Opinion and frequency of purchasing.
Table 15: Chi-Square Result
Calculated Chi-
Square Value
Table value Significant level
Degrees of
freedom
Result
11.196 12.59 5% 6
Accept Null
Hypothesis
Inference
The calculated value of chi-square is less than the table value. The Null Hypothesis is accepted. Hence there is
no significant relationship between Respondents‘ opinion and frequency of purchasing.
IV. FINDINGS
? 55% of the respondents are of the opinion of Parle G biscuits is good.
? 43% of the respondents purchase Parle G biscuits only occasionally.
? 34% of the respondents have said that are mostly attracted by Parle G biscuits
? 52% of the respondents prefer sun feast as the first competitor to Parle G Biscuits.
? 14% of the respondents have known Parle G biscuits through advertisement.
? 4.00% of the respondents have the opinion that television is more suitable means
of advertisements.
? 82% of the respondents agree that the package is economical.
? 48% of the respondents agree that the product quality is good.
? 4.46% of the respondents prefer price of the biscuits as most influencing factor
? 35% of the respondents want some improvements in the package of the product
? It is found that, there is no significant relationship between Respondents‘ Age and Segment attracted by
Parle G biscuits.
? It is found that, there is no significant relationship between Respondents‘ opinion and frequency of
purchasing.
V. CONCLUSION
The research on the consumer inclination over semi sweet market of Parle G biscuits is to evaluate the consumer
preference towards the product. Parle G is one of the famous Brand in South India. It is evident from the
research that some more effort is needed to market the Parle G Biscuits. So the company might emphasis on
change in marketing mix strategy to improve the Parle G Biscuits. By adopting better advertisement,
maintenance of the quality level and more promotional schemes to the consumers, Parle G can get a very good
position in the competitive era.
VI. SUGGESTIONS
1. Most of the respondents have the opinion that advertisement is one of the ways to influence the consumer
more. So the company should focus in this area and necessary steps must be taken in this regards, by launching
more effective and innovative advertisement campaign. It includes,
o Wall and shop painting.
o Big Hoardings at the entrance of towns and cities.
o Signboards at the back of the buses and autos.
o Electronic & brand Ambassador for the product.
o Focusing the slice of life through repetitive advertisements in TV media.
2. The research revealed that consumer satisfaction towards Parle G biscuits is good. But the company should
enhance the taste and varieties of Parle G biscuits.
3. Mostly the children segment get attracted towards the Parle G Biscuits. So the company has to go with
different sales promotion technique to cover the other segment people and to precedes the hectic competition in
order to increase the sales, through
o Offering super family packs to attract the families.
o Coupons & Gifts offered along with the packet should be given without any.
o Cartoon stickers and Tattoos should be offered freely in order to attract the children.
4. Package is considered as the silent salesman. So the company has to concentrate still more to develop the
attractiveness of the wrapper to pull consumers towards the product at the sales terminal.
doc_888477336.pdf
Today companies are facing stiff competition. Only customer centered companies are tending to build Customers rather than building Product. Too many companies think that the Job of Marketing is to procure
customers. ―Marketing is a Social and Managerial Process by which individual and group obtain what they need
and want through Creating, Offering and Exchanging product of values with each other‖.
IJAMBU Volume 2 Issue 1Jan-Mar 2014
ISSN 2348-1382 (Online)
27
Customer Satisfaction of Parle G biscuits in Chennai city
Dr. N. Bhuvana Devi
Assistant Professor, R.M.K. Engineering College, Chennai
I. INTRODUCTION
Today companies are facing stiff competition. Only customer centered companies are tending to build
Customers rather than building Product. Too many companies think that the Job of Marketing is to procure
customers. ?Marketing is a Social and Managerial Process by which individual and group obtain what they need
and want through Creating, Offering and Exchanging product of values with each other?.
II. OBJECTIVES OF THE STUDY
? To elucidate the frequency of purchase and opinion about the Parle G Biscuits.
? To find market segment and the major competitors of Parle G Biscuits.
? To study about the awareness level of retailers and consumers towards Parle G.
? To evaluate the factors which influence people to buy Parle G Biscuits.
? To examine the brand loyalty of Parle G Biscuits.
III. RESEARCH METHODOLOGY
Research in common parlance refers to a search for knowledge. One can also define research as a
scientific and systematic search for pertinent information in a specific topic. The design used in this research
work is Descriptive Type. The sample area is Parle G Biscuit Consumers and Retailers in Chennai City and
Non-Probability Convenience Sampling Technique is adopted in this survey. The following analytical tools are
used to analyze the data collected from 100 respondents. They are Simple Percentage Analysis; Mean Score,
and Chi – Square.
Table 1: Demographic information
S.
No
Demographics Particulars Respondents Percentage
1 Age (years) Below 20 23 23%
20-30 26 26%
30-40 32 32%
Above 40 19 19%
2 Gender Male 58 58%
Female 42 42%
3 Educational Status SSLC 26 26%
HSC 20 20%
UG 32 32%
PG 16 16%
POST PG 6 6%
4 Occupation Service 14 14%
Retailer 50 50%
Individual 21 21%
Professional 15 15%
Inference
? It is inferred that 32% of the respondents are in the age group of 30-40yrs,26% belongs to 20-30yrs,
23% falls below 20 yrs, and 19% above 40years of age.
? It is inferred that 58%of the respondent‘s gender are male and 42% are female.
? It is inferred that 32%, 26%,20%,16% and 6% of the respondents are qualified with UG, SSLC, HSC,
PG and POST PG respectively.
? It is inferred that 50% of the respondents occupation are retailers,21% are individual, 15% are
professional and 14% belongs to service.
IJAMBU Volume 2 Issue 1Jan-Mar 2014
ISSN 2348-1382 (Online)
28
Table 2: Consumers’ Opinion Regarding The Parle G Biscuits
Factors No. of respondents Percentage
Excellent 41 41%
Good 55 55%
Average 4 4%
Poor 0 0
Very poor 0 0
Total 100 100
Inference
It is clear that 55% of the respondent opinion is good 41% is Excellent, and 4% opinion is average.
Table 3: Frequency of Purchasing Parle G Biscuits
Frequency of Purchase No. of. respondents Percentage
Daily 10 10%
Weekly 27 27%
Monthly 20 20%
Occasionally 43 43%
Total 100 100
Inference
It is clear that 43% of the respondents are occasional buyers, 27% are weekly buyers, 20% are monthly
buyers and 10% of them are Daily buyers.
Table 4: Segment Attracted By Parle G Biscuits
Opinion No. of respondents Percentage
Children 34 34%
Teenagers 25 25%
Adult 24 24%
Old aged 17 17%
Total 100 100
Inference
It is clear that 34% of the respondents attracted are children, 25% are Teenagers, 24% are Adult and
17% of the respondents are old aged.
Table 5: Major Competitors of Parle G Biscuits
Brand No. of respondents Percentage
Sun feast 52 52%
Dukes 10 10%
Britannia 18 18%
True 20 20%
Total 100 100
Inference
It is inferred that 52% of the respondents prefer Sun feast as first competitor ,20% prefers True, 18%
prefers Britannia and 10% of them prefers Dukes.
Table 6: Channels to Know about Parle G Biscuits
S. No Attributes Maximum score Mean score Rank
1 Advertisement 314 3.14 I
2 Personal selling 200 2.00 IV
3 Shop keeper 242 2.42 III
4 Friends & relatives 244 2.44 II
IJAMBU Volume 2 Issue 1Jan-Mar 2014
ISSN 2348-1382 (Online)
29
Inference
It is inferred that the mean score of Advertisement is 3.14, Friends & Relatives is 2.44, Shop keeper is
2.42 and Personal selling is 2.00 and they are ranked as I, II, III & IV respectively.
Table 7: Media for Advertisement
S. No Attributes Maximum score Mean score Rank
1 TV 400 4.00 I
2 Magazine 256 2.56 VI
3 Point of purchase 340 3.40 III
4 Hoarding 362 3.62 II
5 Radio 260 2.60 V
6 News Paper 312 3.12 IV
Inference
It is observed that the mean score of TV is 4.00, Hoardings is 3.62, Point of Purchase is 3.40,
Newspaper is 3.12, Radio 2.60 and Magazine is 2.56 and they are ranked as I, II, III, IV, V & VI
respectively.
Table 8: Economical Package for Parle G Biscuits
Opinion No. of respondents Percentage
Strongly agree 23 23%
Agree 59 59%
Neutral 18 18%
Disagree 0 0
Strongly disagree 0 0
Total 100 100
Inference
It is clear that 59% of the respondents agree that the package is Economical, 23% are strongly agree, and
18% have neutral opinion that the package is economical.
Table 9: Confidence over the Product Quality of Parle G Biscuits
Opinion No. of respondents Percentage
Strongly agree 30 30%
Agree 48 48%
Neutral 22 22%
Disagree 0 0
Strongly disagree 0 0
Total 100 100
Inference
It is clear that 48% of the respondents Agree that they are confident of product quality at the time of
purchase, 30% are of Strongly agree, and 22% of them have neutral opinion.
Table 10: Consumers’ Satisfaction Level with Parle G Biscuits
S. No. Attributes Maximum score Mean score Rank
1 Price 446 4.46 I
2 Taste 442 4.42 III
3 Flavor 433 4.33 V
4 Variety 436 4.36 IV
5 Availability 444 4.44 II
6 Packing 384 3.84 VI
7 Offers 335 3.35 VII
IJAMBU Volume 2 Issue 1Jan-Mar 2014
ISSN 2348-1382 (Online)
30
Inference
It is inferred that the mean score of Price of Parle G biscuits is 4.46, Availability is 4.44, Taste is 4.42,
Variety is 4.36, Flavor is 4.33, Packing is 3.84, and Offers is 3.35 and they are ranked as I, II, III,
IV, V, VI & VII respectively.
Table 11: Factors To Be Improved In Parle G Biscuits
Factors No. of respondents Percentage
Price 14 14%
Features 25 25%
Package 35 35%
Quality 11 11%
Taste 15 15%
Total 100 100
Inference
It is clear that 35% of the respondents need changes in Package, 25% need changes in Features, 15%
need changes in Taste, 14% need changes in Price and 11% of them need changes in Quality.
CHI-SQUARE ANALYSIS
Table 12: Association between Age and Segment Attracted by Parle G Biscuits
Age\segment
attracted
Children Teenager Adults Old aged Total
Below 20 yrs 10 6 6 5 27
20-30 yrs 8 5 8 6 27
30-40 yrs 9 6 5 5 25
Above 40 yrs 6 5 5 5 21
Total 33 22 24 21 100
Null Hypothesis (Ho):
There is no significant relationship between Respondents Age and Segment attracted by Parle G biscuits.
Table 13: Chi-Square Result
Calculated Chi-
Square Value
Table value Significant level
Degrees of
freedom
Result
2.315 16.92 5% 9
Accept Null
Hypothesis
Inference:
The calculated value of chi-square is less than the table value. The Null Hypothesis is accepted. Hence there is
no significant relationship between Respondents‘ Age and Segment attracted by Parle G biscuits.
Table 14: Association between Opinion regarding Parle G Biscuits and frequency of Purchasing
Opinion
\frequency of
purchasing
Excellent Good Average Total
Daily 13 7 8 28
Weekly 10 9 6 25
Monthly 11 9 6 26
Occasionally 6 10 5 21
Total 40 35 25 100
IJAMBU Volume 2 Issue 1Jan-Mar 2014
ISSN 2348-1382 (Online)
31
Null Hypothesis (Ho):
There is no significant relationship between Respondents Opinion and frequency of purchasing.
Table 15: Chi-Square Result
Calculated Chi-
Square Value
Table value Significant level
Degrees of
freedom
Result
11.196 12.59 5% 6
Accept Null
Hypothesis
Inference
The calculated value of chi-square is less than the table value. The Null Hypothesis is accepted. Hence there is
no significant relationship between Respondents‘ opinion and frequency of purchasing.
IV. FINDINGS
? 55% of the respondents are of the opinion of Parle G biscuits is good.
? 43% of the respondents purchase Parle G biscuits only occasionally.
? 34% of the respondents have said that are mostly attracted by Parle G biscuits
? 52% of the respondents prefer sun feast as the first competitor to Parle G Biscuits.
? 14% of the respondents have known Parle G biscuits through advertisement.
? 4.00% of the respondents have the opinion that television is more suitable means
of advertisements.
? 82% of the respondents agree that the package is economical.
? 48% of the respondents agree that the product quality is good.
? 4.46% of the respondents prefer price of the biscuits as most influencing factor
? 35% of the respondents want some improvements in the package of the product
? It is found that, there is no significant relationship between Respondents‘ Age and Segment attracted by
Parle G biscuits.
? It is found that, there is no significant relationship between Respondents‘ opinion and frequency of
purchasing.
V. CONCLUSION
The research on the consumer inclination over semi sweet market of Parle G biscuits is to evaluate the consumer
preference towards the product. Parle G is one of the famous Brand in South India. It is evident from the
research that some more effort is needed to market the Parle G Biscuits. So the company might emphasis on
change in marketing mix strategy to improve the Parle G Biscuits. By adopting better advertisement,
maintenance of the quality level and more promotional schemes to the consumers, Parle G can get a very good
position in the competitive era.
VI. SUGGESTIONS
1. Most of the respondents have the opinion that advertisement is one of the ways to influence the consumer
more. So the company should focus in this area and necessary steps must be taken in this regards, by launching
more effective and innovative advertisement campaign. It includes,
o Wall and shop painting.
o Big Hoardings at the entrance of towns and cities.
o Signboards at the back of the buses and autos.
o Electronic & brand Ambassador for the product.
o Focusing the slice of life through repetitive advertisements in TV media.
2. The research revealed that consumer satisfaction towards Parle G biscuits is good. But the company should
enhance the taste and varieties of Parle G biscuits.
3. Mostly the children segment get attracted towards the Parle G Biscuits. So the company has to go with
different sales promotion technique to cover the other segment people and to precedes the hectic competition in
order to increase the sales, through
o Offering super family packs to attract the families.
o Coupons & Gifts offered along with the packet should be given without any.
o Cartoon stickers and Tattoos should be offered freely in order to attract the children.
4. Package is considered as the silent salesman. So the company has to concentrate still more to develop the
attractiveness of the wrapper to pull consumers towards the product at the sales terminal.
doc_888477336.pdf