CUSTOMERS PREFERENCE AND ATTITUDE TOWARDS BRITANNIA PRODUCTS – A STUDY WITH SPECIAL REFERENCE TO THENI DISTRICT - TAMILNADU

Abstract

Britannia products are liked by all individuals irrespective of age and sex. So from childhood to retirement age everyone is used to take Britannia biscuits as a delicious food during morning and evening for tea breaks. Hence the Britannia products are moving fast in the market as all the people consumes variety of biscuits, bread, rusk, cakes and dairy products. Now a days Britannia has established its own market in major parts of the country. The retailers are the main intermediaries who frequently meet the ultimate consumer of the Britannia product. They now show the consumer preference and attitude towards products having different brands. Once they lose the existing customer, they could not get them back. Further, they could not get potential customers. Hence it is inevitable to have a thorough study on customer preference and attitude towards Britannia product in Theni district. The study also reveals the reason for buying the Britannia products. Random sampling and convenience sampling are used for the study. The techniques that are used for data collection is questionnaire. The study covered 300 respondents belonging to Theni district. Tools and techniques used are simple percentage, Chi Square test, Garret ranking techniques and Factor analysis. The study shown that the majority of consumed Britannia product and the entire respondents are aware of Britannia products. Various factors are analyzed for buying Britannia product.