Customer Satisfaction towards Britannia Produ...

Customer Satisfaction towards Britannia Products in India

Author Name : Dr. Varsha Agarwal, Neha Jain

ABSTRACT

This Project studies about “A Study on Customer satisfaction toward Britannia products in India, with special reference to city of Mumbai”. Britannia Industries Limited is an India food products corporation based in Kolkata, West Bengal in India. It is famous for its Britannia a Tiger brands of biscuits, which are popular thought the country. Britannia has an estimated 38% market share. The objective is to study about consumer behaviour regarding Britannia, to identify factors which affect the purchasing decisions of the buyers, to find the satisfaction level towards Britannia products in India etc. Hypothesis is framed in this study and it is analyzed with help of statistical tools. According to the study, it is suggested that Britannia is a favourable brand for all Indians, when buying biscuits, cereals, and breads. However, as new competitors arise in the market, it has a chance of deteriorating its market share, due to fairly poor quality of the products.

Key words: - customer satisfaction, consumer behaviour, customer loyalty, purchasing decisions.