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Parle G: Market Survey Report

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Parle – G for Genius
A Market Survey Report

Marketing Management – I

2012 Section – I, Group no. 10, 2012-14

Parle – G for Genius
A Market Survey Report

Marketing Management – I

2012 Section – I, Group no. 10, 2012-14

CONTENTS
1. INTRODUCTION....................................................................................3
2. ON THE FIELD.......................................................................................5
3. RESPONDENT CHARACTERISTICS..............................................................7

4. PRODUCT CHARACTERISTICS..................................................................11

5. PURCHASE DECISION CHARACTERISTICS................................................13

6. KEY FINDINGS………………………………………………………………………………....15

7. SURVEY OBSERVATIONS & ANALYSIS....................………………………….…16

8. SWOT ANALYSIS……………………………………………………………………………..18

9. RECOMMENDATIONS…………………………………………………………………….19

10. SOURCES……………………………………………………………………………………..20

1. INTRODUCTION
This project is about the market share of two of the biggest brands of biscuits Parle & Britannia based on consumer taste, choice and preferences. The sample size of our survey was limited due to time constraint. We have tried our best to estimate the result which gives a fair overview of the Chennai Market. We conducted our survey in the small regions around Chennai, so we cannot assume this data as the general consumer choice.

Biscuit is a hygienically packaged nutritious snack food available at very competitive prices, volumes and different tastes. The biscuit industry in India in the organized sector produces around 60% of the total production, the balance 40% being contributed by the unorganized

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