A Study on Consumer Preference towards Britannia Biscuits in Madurai

V Suresh Babu; G Chinna Durai

V Suresh Babu Assistant Professor, PG & Research Department of Commerce, Mannar Thirumalai Naicker College, Madurai
G Chinna Durai Ph. D Research Scholar, PG & Research Department of Commerce, Mannar Thirumalai Naicker College, Madurai

Keywords: britannia biscuits, consumer satisfaction, brand, Convenience Sampling, BBCo, dairy products

Abstract

The present study entitled consumer preference towards Britannia biscuits, a study with reference to Madurai is intended to enquire into the factor that influences their choice of biscuits with respect to Britannia biscuit. Consumer preference varies from brand to brand on the basis of quality, price, style, taste, advertising and peer influence. The complication undergone by the researcher to identify customers reaction are many the researcher’s interest to know the degree to which consumer preference varies with age, education, occupation or other, characteristics prompted the selection of this study. In modern business it is important to know the brand preference of the product this can increase the level of the consumer satisfaction and value of profit by selling the products. Only when the consumer give preference for a particular brand, consumer will buy and they will not buy any other product other than a particular brand.