a study on consumer buying behavior towards sun-feast dark fantasy biscuits

SUNFEAST DARK FANTASY

Group : 12

SUNFEAST• Biscuit segment of ITC • Started in 2003• Had tough competition when

entered the market from Parle and Britannia

• Focused on quality and product innovation than low pricing

DARK FANTACY• A sub brand of ITC Sunfeast• Launched in 2005 as a premium biscuit

brand• Which was a new trend in Indian

market• Acquired the status of a standalone

brand• introduced with a tagline " Pure

Indulgence “• later launched with the tagline to "

Escape into One “

PRODUCT

• Available in 5 variants• Dark Fantasy chocolate• Dark Fantasy vanilla• Choco fills launched in 2011• Choco fills coffee• Choco Meltz in 2013

Market segmentation

• Level of segmentation: differentiated• Segments:

- Demographic: Age, and Income Class

TARGETING : DEMOGRAPHIC

“WE ARE TARGETING THE MIDDLE AND HIGH INCOME ADULTS WHO ARE SEEKING SELF INDULGENCE”

Positioning• “To the middle and high income adults who are seeking self

indulgence, our brand Sunfeast Dark Fantasy is a premium cookie cream biscuit that gives a pure chocolate sensual indulgence for one to escape reality into exotic fantasies “

• Positioned as a premium biscuit brand• Took a risk in positioning as the premium space was vacant• Uncertainty about how customers will react • had the first mover advantage• Heavy campaigns were used

Consumer perception PRODUCT • Innovative product• A new experience• High quality , premium brand image• Better than competitorsPRICE• Slightly on expensive side , • But its worthPACKAGING AND LABELLING• Highly attractive and appealing• New and makes product unique• Gives a more luxurious aura to the brand

Promotion strategy

• Heavy promotion • Spends around 35-40 per cent of its

turnover• Print ads• TV commercials • Digital presence• Outdoor advertisements• Visual merchandising• In- flight sampling

A study on consumer buying behavior towards dark fantasy biscuits

• To understand the impact of advertisement on consumer buying behaviour of the dark fantasy biscuit

• To analyse the important factors which have an influence on consumer decision making

RESEARCH PROCESS

• Data Sources - primary and secondary data sources

• Data Collection through questionnaire • Sample Size 50• Sample – Youth, age group 20-30

AWARENESS ABOUT SUNFEAST DARKFANTASY

SI NO: AWARENESS NO: OF RESPONDENTS

PERCENTAGE

1 YES 50 100

2 NO 0 0

50 100

Familiarity with variants

SI NO: NO: OF VARIANTS

NO : OF RESPONDENTS

PERCENTAGE

1 Only 1

2 Only 2 2 4

3 Only 3 25 50

4 Only 4 20 40

5 All 5 3 6

Mode of awareness

14%

44%

36%

6% Chart Title

SHOPSADVERTISEMENTFRIENDSOTHERS

Regular buyers

SI NO: RESPONSE NO: OF RESPONDENTS

PERCENTAGE

1 Yes 47 94%

2 No 3 6 %

Level of satisfaction

Highly

satisfi

ed

Satisfi

ed

Averag

e

Dissati

sfied

Highly

dissati

sfied

0%

10%

20%

30%

40%

50%

60%

14%

58%

24%

4%0%

Reason for buying

14%

10%

56%

20% qualitypricepackaging taste brand loyalty

Role of promotion tools to increase brand popularity


PERCENTAGE

1 Strongly agree 38 88

2 Agree 4 8

3 Disagree 8 4

4 Strongly disagree

0 0

The most influential promotion tool

38%

10%18%

12%

22%

Chart Title

TVCHOARDINGSPRINT ADONLINE ADVERTISINGIN STORE PROMOTION

Impact of promotion on buying behavior

SI NO : RESPONSE NO: OF RESPONDENTS

PERCENTAGE

1 Strongly agree 9 18 %

2 Agree 18 36 %

3 Disagree 19 38 %

4 Strongly disagree

4 8 %

Familiarity with dark fantasy ads

1

yes

Opinion about the ads ( attractiveness)

SI NO : OPINION NO : OF RESPONDENTS

PERCENTAGE

1 Attractive 48 96 %

2 Unattractive 0 0%

3 Neither attractive nor unattractive

2 4%

Opinion about the ads ( informative)

4%

70%

26%informativeuninformativeneither iformative nor uninformative

Opinion when compared with other ads (more purchase inducive)


PERCENTAGE


2 Agree 26 52

3 Disagree 11 22

4 Strongly disagree

5 10

DO THE ADVERTISEMENT GIVE THE PRODUCT A KIND OF INTERNATIONAL IMAGE


PERCENTAGE


2 Agree 23 46

3 Disagree 12 24

4 Strongly disagree 0 0

Does packing affects your choice of purchase?

SI NO: RESPONSE NO; OF RESPONDENTS

PERCENTAGE


2 Agree 24 48

3 Disagree 6 12

4 Strongly disagree

1 2

Which element of packing attracts the most

46%

8%

4%

42%quality of the packgraphicscoloruniqueness

Opinion about the price of the product ( economical)


PERCENTAGE


2 Agree 21 42

3 Disagree 14 28

4 Strongly disagree

6 12

Easily available


PERCENTAGE

1 Strongly agree

16 32

2 Agree 31 62

3 Disagree 3 6

4 Strongly disagree

0 0

Findings

• Out of 50 respondents , all are familiar with sunfeast dark fantasy products

• 50 % of respondents are familiar with only 3 variants of the product while 40 % is familiar with 4 variants .only 6% of the consumers are familiar with all the variants.

• Advertisement is the major source through which consumers got to know about the product.

• 94 % of the respondents are regular customers of dark fantasy.• A majority of respondents are satisfied with the product. • Study revealed that the packaging of the product is the most

exiting feature which attracts the customers• A vast majority of respondents agreed that promotion activities

have a great role in increasing brand awareness and popularity.• Study revealed that tvc is the most influential promotion activity.

More than half of the respondents were of the view that promotion activities have got an impact on their buying decision i.e. 54%.

All the respondents were familiar with dark fantasy advertisements. Most of the respondents were of the opinion that dark fantasy

advertisements are attractive. The study revealed that the advertisements of the product are less

informative but more attractive as compared to that of competitors. 56% of the respondents agreed that dark fantasy advertisements are

innovative Study revealed that packaging of the product has a huge impact on

consumers. Only a very few disagreed with the view. A majority of respondents were of the opinion that the product is

economical.

CONCLUSION

• Most of the consumers are purchasing the product based on the advertisements they watch (38%)

• Irrespective of the advertisement people are more attracted to the packaging of the product.

THANK

YOU

a study on consumer buying behavior towards sun-feast dark fantasy biscuits

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