Brand awareness – a study among biscuit consumers in Madurai city

International Journal of Management (IJM)
Volume 11, Issue 3, March 2020, pp. 28–35, Article ID: IJM_11_03_004
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BRAND AWARENESS – A STUDY AMONG
BISCUIT CONSUMERS IN MADURAI CITY
Dr. R. Geetha
Assistant Professor, Commerce Department,
School of Social Sciences and Languages, VIT Vellore, Tamil Nadu, India
Dr. Devi Meenakshi. K
Assistant Professor (Sr,) English Department,
School of Social Sciences and Languages, VIT Vellore, Tamil Nadu, India
ABSTRACT
All Human beings need food, shelter and clothes. The most important need among
these three items is food. People take nutritious food for maintain their health. They
consume products manufactured by rice or wheat items. In India, the total cultivation
of wheat is more comparing with the cultivation of rice. Majority of the people take
the products manufactured by wheat. Biscuits are the products which are produced in
large quantities by using wheat as a main ingredient. A study on the consumer brand
awareness on biscuit is a worthy endeavour to draw the valid inferences in these
aspects. The researcher makes this study to understand the preference and behavioral
patterns of the customers of biscuits
Keywords: Customer Relationship Management, Hotel industry, Tourism, Culture.
Cite this Article: Dr. R. Geetha and Dr. Devi Meenakshi. K, Brand Awareness – A
Study among Biscuit Consumers in Madurai City, International Journal of
Management (IJM), 11 (3), 2020,pp. 28–35.
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1. INTRODUCTION
Biscuits manufacturing companies provides various benefits to the Indian economy. They
give hygienic products and uphold the total health of the population. These companies also
give more employment opportunities.
People who buy the biscuit items belong to different age groups, income group and
educational level. In the competitive market consumers decide the success or failure of any
products1. This shows the sovereignty of the consumers. People are very cautious about the
hygiene of the product, and this becomes the order of the day. New varieties of biscuits are
introduced everyday in the market. Biscuit products become more and more sophisticated
products today. Competition among these biscuit items becomes complicated. Under these
circumstances, the consumers find it very difficult to identify the best quality products2.

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Dr. R. Geetha and Dr. Devi Meenakshi. K

The consumer of biscuits arrives at a judgment about the brand alternatives only through
proper evaluation. They compare the products on the basis of price, quality taste and so on,
according to their order of preferences. The quality of purchase of biscuit items is influenced
by the size of the family, seasonal factors and economic conditions of the consumers3.
Biscuit consumers have to decide what, when, how and from whom to purchase all these
biscuits item4. Under these circumstances stated above, the researcher has made an attempt to
make a study on the brand awareness among biscuits consumers in Madurai city.

2. REVIEW OF LITERATURE
Ziauddin1 in his article “Biscuit Industry in India” in the Indian Journal of marketing had

analyzed thoroughly the future demand for the biscuits products in India.
Abdul Faisal C.U2 in his articles entitled “Usage and Attitude of Consumers Towards
Milk Bikis for Britannia Industries Limited, Chennai” had explained the main factors that
influence the consumers to purchase Milk Bikis. He has also stated that biscuits provide two
nutritional benefits such as taste and Milk to the consumers.
Djeakumar3 in his study entitled “Brand preference in Biscuits” had brought to light the
fact that “Demand for biscuits is increasing rapidly since it is considered as the most hygienic
food amidst ready to eat snacks.
G. Senthil Kumar4 in his study entitled “A study on survey of dealers awareness and
consumer awareness towards Britannia Vita Marie Gold in Kumbakonam” explained that the
company had concentrated more on the window display.
Joan Stopford Beale and Katharine H. Johnson5 in their book titled “Mixer and Blender
Cookery” explained about “Crisp home made biscuits that are universally liked.

3. STATEMENT OF THE PROBLEM
The people of India live in a different financial, cultural and psychological environment. They
consume a number of biscuit products to satisfy their wants. With the limited means, they
have to select the most suitable branded biscuit products and derive the optimum satisfaction.
So people select or reject a particular brand of biscuits only on the given situation.
The advancement in science, technology and automation in industry, the market is flooded
with numerous varieties of biscuits products. It is nevertheless to say that the consumers are
compelled to make buying preference on the brands of products available in the market.
Sometimes, the necessity and the environment does not allow the customer to give due
attention in preferring the branded and non branded biscuits. This situation induces the
researcher to take up this research work.
The manufacturers of biscuits launch new varieties and confuse the consumers with a
range of product line. For instance Britannia Industries Limited has introduced thirty brands
of biscuits in the market. Similarly Parle, True, Horlicks, Amulya and Sun feast companies
combat with each other to be a kingpin in the biscuit market.
Local biscuits manufacturing concerns also try to have a good share in the local market.

They also introduced tasty and cheap price biscuits. This situation induces the researcher to
know the validity of the brand awareness among the consumers. The wholesale agents and
retailers deal with various brands of biscuit companies.

4. OBJECTIVES OF THE STUDY



To bring a profile about the biscuit industry in the world and in India
To identify the details about consumers awareness on the various brands of biscuits

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Brand Awareness – A Study among Biscuit Consumers in Madurai City




To study consumers preference among various brands of biscuits.
To summaries the findings of the study and give suitable suggestions both on the
consumers and manufacturers.

5. SCOPE OF THE STUDY
This study is purely conducted to understand the consumers‟ behavior towards branded and
non-branded biscuits items. Food items such as snacks, breads, cakes, ice creams, candies,
toffees, chocolates and confectionaries are excluded from the total scope of this research

work.

6. METHODOLOGY
The present study is mainly based on primary data. The primary data were collected by
conducting survey among the consumers of biscuits. A questionnaire was used for collecting
data from the consumers selected from the samples. Secondary data was also collected from
the books, journals, magazines, newspapers and also from the internet.

7. SAMPLE DESIGN
For the purpose of this study, Madurai city limit is taken as Madurai Corporation Limited.
The Madurai Corporation Limited is divided into four regions such as north, south, east and
west. Among the people who reside in these areas, the residents are selected as samples for
the present study. The researcher has decided to conduct a survey for the present study. The
researcher has branded. According to the total population of each region the proportionate
number of respondents are selected for conducting this survey. The researcher has taken all
care to include the various categories of people. So that the sampling would represent all
segments of the population from Madurai city. Among the 300 respondents 68 are selected
from the north, 92 are from the south, 65 are from the east and 75 are from the west.
The male and female respondents were selected according to the stratified sampling
technique. Among the total population, 152 male and 148 female respondents are selected and
the samples were stratified according to each region.
The researcher has prepared the questionnaire for collecting the opinions of the
consumers. The first draft was prepared by the researcher with his supervisor. The second
draft was given to the consumer for pre-testing. Their comments were incorporated, while
preparing the third and final draft.

8. HYPOTHESIS OF THE STUDY








There is no significant relationship between the age of the respondents and their levels
of opinions about the brand of the biscuits.
There is no significant difference between the sex of the respondents and their levels
of opinions on the brand of the biscuits.
There is no significant relationship between the literacy level of consumers and their
levels of opinions about the brand of the biscuits.
There is no significant difference between the occupation of the consumers and their
levels of levels of opinions towards the brand of the biscuits.
There is no significant difference between the marital status of the respondents and
their levels of opinions on the brand of the biscuits.
There is no significant difference between the income of the respondents and their
levels of opinions about the brand of the biscuits.

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Dr. R. Geetha and Dr. Devi Meenakshi. K

8.1. Age of the Respondents
Even though, all people prefer biscuits, the level of consumption differs according to their
age. People who consume biscuits belong to different age groups. Young people prefer more
biscuits comparing with old people. Table 2 shows the age-wise classification of respondents.
Table 1 Age-wise Classification of the Respondents

Serial
No
1
2
3
4

Age Groups

Number of
Respondents
55
133
80
32
300

Upto 20
20 - 40
40 – 60
Above 60

Percentage
18.33
44.33
26.67
10.67
100

It is noted from Table 1 that 18.33 per cent of the respondents who are selected for sample

belong to the age group of upto 20 years. The respondents who are between 20 and 40 years
amount to 44.33 per cent. Respondents who belong to the age group between 40 and 60 years
amount to 26.67 percent and those who are above 60 years amount to 10.67 per cent. More
than two – fifth of the respondents belong to the age group of between 20 and 40 years.

8.2. Gender of the Respondents
Biscuits are consumed by all people. They are male and female consumers. A study on the
brand awareness towards biscuits was conducted among male and female consumers in the
city of Madurail Table 2 shows the Gender wise classification of the respondents.
Table 2 Gender wise classification of the Respondents
Serial
No
1
2

Age Groups

Number of
Respondents
177
123
300

Male
Female

Percentage
59
41
100

It is clear from Table 2 that 59 per cent of the total respondents are male and 41 per cent
are female. More than half of the total respondents belong to male category.

8.3. Literacy Level of the Respondents
The biscuits consumers have different educational qualifications. When they are highly
literate, they go for better and hygienic products and vice versa. Literate and elite group of
consumers buy biscuits after making cost benefit analysis basis. Table 3 shows the
classification of the respondents according to their educational qualification.
Table 3 Literacy level of the Respondents
Serial
No
1
2
3
4
5
6

Educational Qualification

Number of
Respondents
54
56
86
23
13
68
300

SSLC
HSC
Under Graduates
Post Graduates
Professional
Illiterates

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Percentage
18.00
18.66
28.67
7.67
4.33
22.67
100




Brand Awareness – A Study among Biscuit Consumers in Madurai City

Table 3 reveals that 18 per cent of the respondents have SSLC level of qualification and
the respondents who have higher secondary level qualification amount 18.66 per cent. The
respondents with graduate and post graduate qualifications amount to 28.67 and 7.67 per cent
respectively. Those respondents who have professional qualifications such as B.E, BL amount
to 22.67 per cent. More than one fourth of the respondents have the education at under

graduate level.

8.4. Occupation of the Respondents
Consumers who have occupation earn and spend more money on buying biscuits. The
occupations of the biscuits consumers are of Government sector, Private sector, Business
sector and Students sector. Table 4 shows the occupation of the respondents.
Table 4 Occupation of the Respondents
Serial
No
1
2
3
4

Particulars

Number of
Respondents
17
139
99
45
300

Government sector
Private sector
Business sector
Students sector

Percentage

5.7
46.3
33.0
15.0
100

Table 4 reveals that 5.7 per cent of the respondents have occupation in Government
sector, 46.3 per cent respondents belong to Private sector, 33 percent belong to Business
sector and the remaining 15 per cent of the respondents belong to students sector. More than
two fifth of the respondents belong to the private sector.

8.5. Marital Status of the Respondents
Marital statuses of the respondents are of married and unmarried. Married people normally,
buy more biscuits for their family. Consumers who are married spend more amount of buying
biscuit and those who are unmarried spend lesser amount of buying biscuits. The following
table 5 shows the marital status of the respondents.
Table 5 Marital Status of the Respondents
Serial
No
1

Particulars

2

Unmarried

Married

Number of

Respondents
180

Percentage

120
300

40
100

60

It is clear from table 5 that 60 per cent of the respondents belong to the married category
and 40 per cent of the respondents belong to the unmarried category. Three fifth of the
respondents belong to the married category.

8.6. Income of the Respondents
The purchasing power of the respondent mostly depends upon the income of respondent.
When the income of the respondents is more, the amount spend on buying biscuits will be
more and vice-versa. Table 6 shows the income of the respondents.

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Dr. R. Geetha and Dr. Devi Meenakshi. K
Table 6 Income of the Respondents

Serial
No
1
2
3
4

Particulars
Up to Rs. 5000
Rs. 5000 – Rs. 10000
Rs. 10000 – Rs. 15000
Rs. 15000 and above

Number of
Respondents
75
184
36
5

Percentage

300

100

25.00
61.33
12.00
1.67

It is clear from table 6 that 60 per cent of the respondents whose income is upto Rs. 5000
amount to 25 percent. 61.33 percent of the respondents belong to the income group between
Rs.5000 and Rs. 10000. 12 percent of respondents belong to the income group between Rs.
10000 and Rs. 15000 and 1.67 per cent of the respondents income is above Rs.15000. More
than three fifth of the respondents have income between Rs. 5000 and Rs. 10000.

9. CHI – SQUARE TEST
Chi – square test was applied to measure the opinion levels of the respondents brand
awareness towards biscuits at Madurai city. The following formula has been used.
Chi – Square Test (x)2 = (O-E)2
E = Row Total x Column Total
Grand Total
O = Observed Frequency
E = Expected Frequency
Df = Degee of Freedom
Df = (r-1) (c-1)
R = row, C = column
For testing the hypothesis, x2 value has been calculated. The Calculated value of x2 has
been compared with the Table value of x2 located from x2 table for the desired level of
confidence on the given degree of freedom. When the calculated value is less than the table
value of x2, the hypothesis is accepted. In case, the calculated value exceeds the Table value,
the hypothesis is rejected. For the purpose of this analysis, 95 percent level of confidence has
been adopted. The Table value of x2 is denoted as x2 0.05 and the calculated value of x2 is
denoted as x2.
The formula for calculating Expected value is E = RT x CT
N
E = Expected frequency
RT = The Row Total for the row containing the cell
CT = The column Total for the column containing the cell

N = The total Number of observations
The hypotheses framed and contain the various calculations connected with chi – square test.
 There is a significant relationship between the age of the respondents and their levels
of opinions about the brand of the biscuits. Calculate value = 6.972, Table value of
Chi – Square (0.05) = 12.6 the hypothesis is accepted.

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Brand Awareness – A Study among Biscuit Consumers in Madurai City











There is a significant difference between the sex of the respondents and their levels of
opinions on the brand of the biscuits. Calculate value = 14.815, Table value of Chi –
Square (0.05) = 5.991 the hypothesis is rejected.
There is a significant relationship between the literacy level of consumers and their
levels of opinions about the brand of the biscuits. Calculate value = 27.981, Table
value of Chi – Square (0.05) = 18.307 the hypothesis is rejected.

There is a significant difference between the occupation of the consumers and their
levels of levels of opinions towards the brand of the biscuits. Calculate value =
30.893, Table value of Chi – Square (0.05) = 12.592 the hypothesis is rejected.
There is a significant difference between the marital status of the respondents and their
levels of opinions on the brand of the biscuits. Calculate value = 3.11, Table value of
Chi – Square (0.05) = 5.99 the hypothesis is accepted.
There is no significant difference between the income of the respondents and their
levels of opinions about the brand of the biscuits. Calculate value = 9.566, Table value
of Chi – Square (0.05) = 12.592 the hypothesis is accepted.

10. FINDINGS
The results of the survey conducted among the biscuits consumers are more than half of the
respondents belong to male category. More than two-fifth of the respondents belong to the age
group of between 20 and 40 years. More than one-fourth of the respondents have the
education at under graduate level. More than two – fifth of the respondents belong to the
Private sector. Three – fifth of the respondents belong to the married category. More than two
– fifth of the respondents family have a maximum of four members. More than three –fifth of
the respondents have income between Rs. 5000 and Rs. 10000. More than half of the
consumers use the same brand biscuits for a period of between 5 years and 10 years. This
shows that the customers are influenced by the taste, price and packing of the brand of
biscuits.

11. SUGGESTIONS
11.1. To Manufacturers




The biscuits manufacturing companies prefer selling their products to the shops
nearest to the consumers because majority of the consumers prefer buying biscuits in

the nearby shops.
The manufacturing concerns who produce biscuits should concentrate more on the
taste of the biscuits. They should also find out difference between the price and
packing of their brand products with their competitors and change accordingly.

11.2. To Customers



The consumers can buy biscuits which are unbranded, because they can buy the fresh
biscuits. This in turn will not affect their health.
When the consumers buy the biscuits locally, they give life or survival to the small –
scale industry. This will give more employment opportunity to the people.

12. CONCLUSION
Biscuits manufacturing companies provides various benefits to the Indian economy. They
give hygienic products and uphold the total health of the population. These companies also
give more employment opportunities. People who buy the biscuit items belong to different

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Dr. R. Geetha and Dr. Devi Meenakshi. K

age groups, income group and educational level. In the competitive market consumers decide
the success or failure of any products. This shows the sovereignty of the consumers. People
are very cautious about the hygiene of the product, and this becomes the order of the day.

From the study made, among the six hypotheses framed, three hypotheses are accepted and
three hypotheses are rejected. It is framed that there is no significant relationship between the
opinions of the respondents. But it shows that there is a relationship between occupation,
literacy level and gender from the opinion of the respondents.

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