MAJOR PROJECT REPORT

ON
A STUDY ON MARKETING STRATEGIES AND BRAND
LOYALTY OF HALDIRAMS IN INDIA

Submitted in Partial Fulfillment of the requirement for the

Award of the Degree of
Bachelor in Business Administration (General)
Submitted By:
HIMANSHU JAIN
SEM-6 (Section A)
Enrollment No. 05421201720
Submitted to Faculty- Dr. Anshu Lochab

BATCH: 2020-2023
DEPARTMENT OF BUSINESS ADMINISTRATION
Maharaja Surajmal Institute
Recognized by UGC u/s 2(f), NAAC Accredited ‘A’ Grade
Affiliated to Guru Gobind Singh Indraprastha University, Delhi
C-4, Janakpuri, New Delhi-110058

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 CERTIFICATE

I, Mr.HIMANSHU JAIN, Roll No. 05421201720 certify that the Major Project Report (Paper
Code BBA 312) entitled ON “MARKETING STRATEGIES AND BRAND LOYALTY OF
HALDIRAMS IN INDIA” is done by me and it is an authentic work carried out by me. The
matter embodied in this has not been submitted earlier for the award of any degree or diploma
to the best of my knowledge and belief.

Signature of the Student

This is to certify that Project Report entitled “ON MARKETING STRATEGIES AND
BRAND LOYALTY OF HALDIRAMS IN INDIA” which is submitted by Himanshu jain
in partial fulfillment of the requirement for the award of degree Bachelor in Business
Administration/ Bachelor in Business Administration (Banking and Insurance) to
Maharaja Surajmal Institute Affiliated to Guru Gobind Singh Indraprastha University,
C-4, Janakpuri, New Delhi-110058 is a record of the candidate own work carried out by
him under my supervision. The matter embodied in this report is original and has not been
submitted for the award of any other degree.

Signature of the Guide

Name of the Guide:
Designation:

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 ACKNOWLEDGEMENTS

It is my immense pleasure to acknowledge boundless motivation, affection and support; I

received from my guide, seniors, family and friends during my report.

I am sincerely thankful to my respected guide and mentor, Dr. Anshu Lochab my teacher for
her ideas and suggestion during my report work which inspired me to put in best of my
efforts in the report work. I have got her encouragement and support at all levels

I am also thankful to all faculty members of Maharaja Surajmal Institute who were with me
throughout my report as an emotional and back support for me.

Himanshu jain

TABLE OF CONTENTS

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S.NO. TOPIC PAGE NO.
1. CHAPTER-1 INTRODUCTION TO INDUSTRY 1-12

2. CHAPTER-2 INTRODUCTION TO THE COMPANY 13-17

3. CHAPTER-3 LITERATURE REVIEW 18-28

4. CHAPTER-4 RESEARCH METHODOLOGY 29-39
Objectives
Types of Research
Sampling Design
Data Collection Method
Limitations
5. CHAPTER-5 DATA ANALYSIS AND 40-57
INTERPRETATIONS
6. CHAPTER-6 FINDINGS AND CONCLUSIONS 58-59

7. CHAPTER-7 RECOMMENDATIONS AND 60

SUGGESTIONS
8. BIBLIOGRAPHY 61

9. ANNEXURE 62-65

LIST OF TABLES

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 Serial Number Table Page Number
1 Data analysis Table 1 41

2 Data analysis Table 2 42

3 Data analysis Table 3 43

4 Data analysis Table 4 44

5 Data analysis Table 5 45

6 Data analysis Table 6 46

7 Data analysis Table 7 47

8 Data analysis Table 8 48

9 Data analysis Table 9 49

10 Data analysis Table 10 50

11 Data analysis Table 11 51

12 Data analysis Table 12 52

13 Data analysis Table 13 53

14 Data analysis Table 14 54

15 Data analysis Table 15 55

16 Data analysis Table 16 56

LIST OF FIGURES
Serial Number Figures Page Number

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1 Data analysis fig 1 41

2 Data analysis fig 2 42

3 Data analysis fig 3 43

4 Data analysis fig 4 44

5 Data analysis fig 5 45

6 Data analysis fig 6 46

7 Data analysis fig 7 47

8 Data analysis fig 8 48

9 Data analysis fig 9 49

10 Data analysis fig 10 50

11 Data analysis fig 11 51

12 Data analysis fig 12 52

13 Data analysis fig 13 53

14 Data analysis fig 14 54

15 Data analysis fig 15 56

16 Data analysis fig 16 57

CHAPTER 1

INTRODUCTION TO INDUSTRY

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The sweets, snacks, and restaurant industry are a vibrant and dynamic sector
within the food and beverage industry. It encompasses a wide range of
businesses, including bakeries, confectioneries, fast food chains, fine dining
establishments, food trucks, and more. This industry plays a significant role in
fulfilling people's culinary desires and providing them with a diverse array of
culinary experiences.

The demand for sweets, snacks, and dining out experiences has grown steadily
over the years, driven by various factors such as changing consumer
preferences, increasing disposable incomes, urbanization, and the desire for
convenience. People are not only seeking nourishment but also unique and
pleasurable food experiences, which has fueled the growth of this industry.

Sweets Industry:

The sweets industry focuses on the production and distribution of

confectioneries, including chocolates, candies, pastries, cakes, and other sweet
treats. It caters to a broad range of consumers, from children who crave sugary
delights to adults with a penchant for gourmet desserts. The sweets industry
thrives on innovation, creativity, and the ability to meet evolving consumer
preferences, such as offering healthier options, artisanal products, and
specialized dietary offerings.

Snacks Industry:

The snacks industry encompasses a diverse range of products that are consumed
as light, quick bites between meals or as accompaniments during social
gatherings. It includes items like potato chips, pretzels, popcorn, nuts, savoury

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pastries, and more. Snacks are enjoyed by people of all ages and are often
associated with leisure, entertainment, and convenience. In recent years, there
has been a growing trend towards healthier snack options, including organic
snacks, gluten-free products, and snacks with natural ingredients, reflecting
changing consumer lifestyles and preferences.

Restaurant Industry:

The restaurant industry encompasses a wide variety of establishments, ranging

from casual dining to fine dining experiences. Restaurants provide customers
with a range of culinary choices, from local and regional cuisines to
international flavours. This industry is driven by the desire for convenience,
socialization, and exploration of different taste profiles. Restaurants play a vital
role in the hospitality sector, serving as gathering places for celebrations,
business meetings, and everyday dining experiences.

The sweets, snacks, and restaurant industry is highly competitive, with

businesses constantly striving to differentiate themselves through innovative
menus, quality ingredients, unique ambiance, and exceptional customer service.
The advent of digital platforms and food delivery services has also transformed
the way consumers interact with the industry, providing convenience and
opening up new avenues for growth.

In conclusion, the sweets, snacks, and restaurant industry offers a diverse range
of culinary experiences to cater to the ever-changing preferences and demands
of consumers. This industry thrives on creativity, innovation, and the ability to
provide memorable dining experiences. As consumer expectations continue to

8
evolve, businesses within this industry must stay ahead of the curve, adapting to
emerging trends, embracing digital advancements, and delivering exceptional
products and services to remain competitive in the market.

This report provides a detailed analysis about the company. The topic
undertaken is "Marketing Strategies and Brand Loyalty of Haldiram in India". It
describes about the marketing strategies of Haldiram and the various steps that
are required to increase their sales. This report provides as in-depth analysis of
Haldiram. Thereafter, the report analyses Haldiram marketing Strategies and in
the end suggestions and recommendations are given based on that analysis.

A marketing strategy is a process that can allow an organization to concentrate

its limited resources on the greatest opportunities to increase sales and achieve
sustainable competitive advantage. A marketing strategy is most effective when
it is an integral component of corporate strategy, defining how the organization
will successfully engage customers, prospects, and competitors in the market
arena. It is partially derived from broader corporate strategies, corporate
missions, and corporate goals. As the customer constitutes the source of a
company's revenue, marketing strategy is closely linked with sales. A key
component of marketing strategy is often to keep marketing in line with a
company's overarching mission statement.

Concept of Marketing

It is a philosophy of marketing that entails the wants and needs of a particular

market. Through the needs and wants of a market an organization can achieve

9
its goals in terms of revenue. Achieving the desired revenue is achieved through
delivering satisfaction to a buying market better than a competitor can.

Concept of Marketing Strategies

A marketing strategy is a process that can allow an organization to concentrate

its limited resources on the greatest opportunities to increase sales and achieve a
sustainable competitive advantage. A marketing strategy should be centred on
the key concept that customer satisfaction is the main goal

A marketing strategy is most effective when it is an integral component of

corporate strategy, defining how the organization will successfully engage
customers, prospects, and competitors in the market arena. Corporate strategies,
corporate missions, and corporate goals. As the customer constitutes the source
of a company's revenue. marketing strategy is closely linked with sales. A key
component of marketing strategy is often to keep marketing in line with a
company's overarching mission statement

A marketing strategy can serve as the foundation of a marketing plan. A

marketing plan contains a set of specific actions required to successfully
implement a marketing strategy. For example: "Use a low-cost product to attract
consumers. Once our organization, via our low-cost product, has established a
relationship with consumers. our organization will sell additional, higher-
margin products and services that enhance the consumer's interaction with the
low-cost product or service."

A strategy consists of a well thought out series of tactics to make a marketing

plan more effective. Marketing strategies serve as the fundamental underpinning

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of marketing plans designed to fill market needs and reach marketing
objectives. Plans and objectives are generally tested for measurable results

A marketing strategy often integrates an organization's marketing goals,

policies, and action sequences (tactics) into a cohesive whole. Similarly, the
various strands of the strategy, which might include advertising, channel
marketing, internet marketing. promotion and public relations, can be
orchestrated. Many companies cascade a strategy throughout an organization,
by creating strategy tactics that then become strategy goals for the next level or
group. Each one group is expected to take that strategy goal and develop a set of
tactics to achieve that goal. This is why it is important to make each
strategy goal measurable.

Concept of Marketing Mix

Marketing Mix is a combination of marketing tools that a company uses to

satisfy their target customers and achieving organizational goals. McCarthy
classified all these marketing tools under four broad categories:

These four elements are the basic components of a marketing plan and are
collectively called 4 P's of marketing. 4 P's pertain more to physical products
than services

Below is an illustration for marketing mis The important thing to note is that all
these four P's (variable) are controllable, subject to internal and external
constraints of marketing environment. Marketers, using different blends of these
variables, can target different group of customers having different needs. So, a
customer may call marketing mix "the offering".

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Product

Haldiram offers a wide range of products to its customers. The product range
includes namkeens, sweets sharbat, bakery items, dairy products, chips, pappa
and ice creams. However, namkeens remain the main area of focus for the
group as it contributes close to 60% of its total revenues. By specializing in the
manufacturing in the namkeen market the company has created a niche market.
The raw materials used to prepare namkeens are of best of quality and are
sourced from all over India.

Haldiram customises its products to suit the tastes and preferences of customers
from different parts of India. It launched products, which catered to the tastes of
people belonging to specific regions. For example, it launched "Murukkus" a
south Indian Stack and Chennai Mixture for south Indian customers. Similarly,
Haldiram launched "bhelpuri" keeping in mind customers residing in western
India. The company offered certain products such as "Nazarana", "Panchratan"
and "Premium" only during the festival season in gift packs. These measures
have helped Haldiram's compete effectively in a market that is flooded with a
variety of smack items in different shapes, sizes & flavours. It has too recently
launched biscuits & cookies.

Price

Haldiram offers its products at competitive prices in order to penetrate the huge
unorganized market of namkeens and sweets

The company pricing strategy has taken into consideration the price conscious
nature of consumers in India. Haldiram has launched namkeens in small packets

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of 30 grams, priced as low as Rs. 5. The company also launched namkeens in 5
different packs with prices varying according to their weight

The prices also vary on the basis of the type of namkeens and the raw materials
used to manufacture it. The cost of metalized packing also has an impact on the
price. especially in the case of snack foods. The company revises the prices of
its products upwards only when there is a steep increase in the raw material
costs or if additional taxes are imposed.

Place

The Haldiram products are distributed all over the country and outside country
also. Haldiram is successfully exporting its products to USA, UK, Australia,
Middle East & Far East Countries, Germany, Philippines, New Zealand, Nepal,
Sri Lanka, UAE, France, Spain, Italy, Holland, Japan, etc. Haldiram is an ISO
and HACCP Certified Company and is approved by FDA, USA.

Haldiram has developed a strong distribution network to ensure the widest

possible reach for its products in India as well as overseas. From the
manufacturing unit, the company's finished goods are passed on to the currying
& forward (C&F) agent. C&F agents puss on the products to distributors, who
ship them to retail outlets. While the Delhi unit of Haldiram has 25 C&F agents
and 700 distributors in India. the Nagpur unit has 25 C&F agents and 375
distributors. Haldiram also has 35 distributors in the international market. The
Delhi and Nagpur units together cater to 0.6 million retail outlets in India

C&F agents receive a commission of around 5% while distributors earn margins

ranging from 8% to 10%. The retail outlets earn margins from 14% to 30%. At
retail outlet level, margins vary according to the weight of packs sold. Retailers

13
can earn more margins ranging from 25% to 30% by selling 30gms pouches
(priced at Rs.5) compared to the packs of higher weights. Apart from the
exclusive showrooms owned by Haldiram, the company offers its products
through retail outlets such as supermarkets, sweet shops, provision stores,
bakeries and ice cream parlours. The products are also available in public places
such as railway stations and bus stations that account for a sizeable amount of
its sales. Haldiram products enjoy phenomenal goodwill and stockists compete
with each other to stock its products. Moreover, sweet shops and bakeries stock
Haldiram products despite the fact that the company's products compete with
their own products.

B. Functions Performed by the Channel Member

The main functions of different channel members are to supply goods, to

achieve targets and to increase sales. One of the main functions of C&F agents
is to achieve the targets assigned to them. They are responsible for all the
activities of their areas. Maximum sale of the Haldiram products comes from
the Namkeens and other packed products which is nearly Rs.250 crore yearly
the sale of other goods including the sales of its entire outlet is around Rs. 150
crores.

C. Selection of Channel members

Channels members are selected if the following facilities are available:

 Warehouse Facilities
 Experience sale persons
 Van, truck, three-wheelers for transportation
 Registered office

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 Proper computer facility for maintaining accounts.

D. Order processing

Sales persons of C&F agents and distributors go to the retailers of their

areas and bring the order daily. After that they give order in the Corporate
Office of Haldiram in Mathura Road to the general manager. From
corporate office general manager gives order in the factory. (Noida
Gurgaon Mathura Road) As the order is ready to deliver and on
confirming from the corporate office, the goods are delivered in the
trucks.
Orders within Delhi and the places near Delhi (like Meerut) are delivered
within 24 hours. Orders outside Delhi are delivered according to the
distance. It takes from 24 hours to 72 hours every distributor and C&F
agent have a fixed day in a week to give an order. Haldiram has its own
warehouse, which is managed by its own staff.

E. Physical movement of the goods

The order of Haldiram is delivered by track. Haldiram pays the expenses

for transportation of the goods.

Promotion

Haldiram product promotion had been low key until competition

intensified in the snack foods market. The company tied with Profile
Advertising for promoting its products. Attractive posters, brochures and
mailers are designed to enhance the visibility of the Haldiram brand.
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Different varieties of posters are designed to appeal to the masses. The
punch line for Haldiram products was 'Always in good taste. Advertising
depicting the entire range of Haldiram sweets and namkeens were
published in the print media (magazines and newspapers). These
advertisements had captions such as 'millions of tongues can't go wrong",
"what are you waiting for, Diwali??" and "Keeping your taste buds on
their toes".

To increase the visibility of the Haldiram brand, the company has placed
its boardings in high traffic areas such as train stations and bus stations.
Posters are designed for display on public transport vehicles such as
buses and hoardings.

Captions are developed that focus on individual products such as "yeh

corn hai" (this is corn), 'chota samosa-big maza (small samosa- big
entertainment) "yeh Kashmiri mix khoob jamega" and "oozing with taste"
(froRaspoolas) promoted individual products. Special brochures are
designed for those customers who want to know more about Haldiram
products. The brochures describe the products and give information about
the ingredients used to make those products. Mailers are also sent to loyal
customers and important corporate clients as a token of appreciation for
their patronage.
Packaging is an important aspect of Haldiram product promotion. Since
namkeens are impulse purchase hems, attractive packaging in different
colours influences purchases. Haldiram uses the latest technology (food
items were packed in nitrogen filled pouches) to increase the shelf life of
its products. While the normal shelf life of a similar product is under a

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week, the shelf life. Haldiram product is about six months. The company
projects the shelf life of its products as its unique selling

proposition, Posters highlighting the shelf life of its products carried the
caption "six months on

the shelf and six seconds in your mouth. During festival season, Haldiram
products are sold in attractive looking special gift packs

The showrooms and retail outlets of Haldiram give importance to the

point of purchase (POP) displays. Haldiram snacks are displayed on
special racks, usually outside retail outlets. The showrooms have sign
boards displaying mouth-watering delicacies with captions such as
Chinese Delight", "Simply South". "The king of all chats." Posters
containing a brief account of the history of Haldiram along with pictures
of its products are also displayed at these showrooms.

Haldiram has also diversified into the restaurant business to cash on its
brand image. The company has established 6 restaurants overall in India.
The restaurant at Nagpur devised an innovative strategy to increase its
business. It facilitated people who were traveling by train to order food
from places where stockists of Haldiram Nagpur unit were located. The
customer could order for lunch dinner by sending a demand draft or a
cheque to the Nagpur unit or giving the same to specified local
distributors belonging to the Nagpur unit. Along with the DD Cheque,
customers had to provide information such as the same name of the train,
is likely time of arrival at Nagpur, their names and coach and seat
numbers.

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Haldiram restaurants in Delhi also use innovative ways to attract
customers. The restaurants located at Mathura and Lajpat Nagar have
special play area for children.
To cater to NRI's and foreign tourists, who hesitate to consume snack
foods sold by the roadside vendors since they do not prepare the foods in
a hygienic manner, Haldiram restaurant uses specially purified water to
make snack foods including "panipuri" & "chat papri.

Advertising Strategy

Haldiram advertisements have traditionally been copy heavy for various

reasons and do not have any face, known or otherwise, attached to them.
They are graphic heavy as well with extremely vibrant use of colour. Its
advertisements earlier had a mature approach with the busy line "Always
in good taste", but of late due to a shift in target audience the base line of
the advertisements too has been changed to "har zuban pe This year, an
otherwise conservative company, it has upped ad budgets by more than
60% to Rs 1 crore - still a far cry though from Lays which spends over Rs
30 crore annually. But these ads were for what it calls its new generation
products- chips, fanches, masala balls and Taka-tak:

A) Visual

Haldiram typography contains a very stylized and sophisticated font style,

which conveys the image and the personality of the brand. The layout is
picture heavy with extensive use of colour so as to make the
advertisement attractive and tempting, which is true of any food
advertisement.

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B) Verbal

Initial advertising of the brand contained long copy but this phenomenon
has recently changed as the company is now going in for a very precise
and clear form of communication in an informal manner.

C) Attitudinal
Haldiram advertisements are not attitudinal in nature but are rather
formal and mature. This trend is steadily converting into a more
informal, relaxed and "hinglish" style.

The food industry in India is forever changing to suit their consumers'

palate, preference and pocket. All the players in the industry thus,
have to constantly adapt to the ever-changing trends and invent and
re-invent themselves to stay in the league.

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 CHAPTER-2

INTRODUCTION TO COMPANY

A True Celebration of the Indian Spirit

Haldiram's is a name that is as Indian as India itself. For over fifty

memorable years, Haldiram's has dedicatedly served the Indian consumer's
palate. Perhaps no other land in this world boasts of such a vast multitude of
people, with not only different cultures but also tastes and styles of living as
well. And no other brand but Haldiram's can boast of finding widespread
acceptance with all of them.

The flagship brand, "Haldiram's Namkeen", a range of spicy veteran snacks,

has its finger on the pulse of this subcontinent. Not to mention, the fresh
Syrups and Crushes made from the juiciest fruits. And a colourful variety of
Indian sweets, neatly packed in compact tins.

Today, the Haldiram's brand has become a household name across the length
and breadth of the nation. It is a name that people trust and rely upon. In fact,
it wouldn't be wrong to say that without Haldiram's; any celebration in India
is incomplete.

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Haldiram's has many "firsts" to its credit. It was the first company in India to
brand namkeens". The group also pioneered new ways of packaging
namkeens. Its packaging techniques increased the shelf life of namkeens
from less than a week to more than six months. It was also one of the first
companies in India to open a restaurant in New Delhi offering traditional
Indian snack food items such as "panipuri", "chatpapri", and so on, which
catered to the needs of hygiene conscious non-resident Indians and other
foreign customers.

Never Changing yet Ever Changing

Where else in the world can you catch a glimpse of the past and the future
coexisting peacefully? Where else but India!! In many ways, Haldiram's
reflects this unique phenomenon. In the plants, in the work culture and
indeed in their thinking as well, where the conventional and the
contemporary go hand in hand.

If the Haldiram's ethos dates back to vintage India, it also signifies their
endeavour to keep pace with the latest technological development anywhere
in world. In fact, Haldiram's was the first company to strictly follow
international standards of hygiene and freshness with regular laboratory
checks on the raw material and seasonings. An advanced manufacturing
plant, a fully automated processing unit and high-quality in- house
packaging are just a few other examples of their never-ending passion for
product excellence.

The traditional Indian Sweet-Maker from a very small set up has

transformed into a full-fledged processing food industry and is taking its
wares beyond the domestic frontiers to the Western World.
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Enjoyed and trusted by a million Indian families in India and overseas as
well, its salty snacks and scrumptious sweets, meet international standards of
hygiene and freshness. Haldiram's delightful delicacies tempt the people all
over the world to share this exotic Indian treat. Their product ranges from
Tasty and Nutritious Namkeens, Delicious Sweets, Refreshing Syrups,
Crunchy Papads to the snack food items such as Tak-a-Tak.

Every day, in countries across the globe, millions choose Haldiram's

products and bestow their confidence upon the company. Even as emerging
international markets are further enhancing their export potential, Haldiram's
priority still remains the same: tickling, pampering, delighting and indulging
the consumer's palate the world over.

Haldiram's is successfully exporting its products to USA, UK, Australia,

Middle East & Far East Countries, Germany, Philippines, New Zealand,
Nepal, Sri Lanka, UAE, France, Spain, Italy, Netherlands, Japan, etc. They
are an ISO and HACCP Certified Company and which are also approved by
the FDA, USA.

The Legacy

Haldiram's is a name traditionally associated with quality and taste in sweets

and namkeens for the past six decades in India and abroad. It made its
modest start way back in 1941 in Bikaner, Rajasthan as a family run business
and even today is privately owned by the Aggarwal family with Mr.
Manohar Aggarwal as the CEO of the North India region.

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The brand name "HALDIRAM BHUJIAWALA' was introduced during pre-
partition era, which is 1941, and has never looked back ever since. It
ventured into the retail industry by opening up a shop in 1983 in Chandni
Chowk, which was then the commercial hub of Delhi. The prime focus was
to serve sweets and namkeens to the direct consumers and traders.

The group comprises of three companies - HMCL, Haldiram Foods

International Ltd. (Nagpur) and Haldiram Bhujiawala Ltd., Kolkata, which
share only the brand name. They have different operational areas, with
HMCL catering to the northern region. Haldiram Foods caters to the western
and southern markets and Haldiram Bhujiawala to the eastern part.

Encouraged by the tremendous response towards its products from everyone,

Haldiram's decided to go in for up-gradation of technology, packing and
production. This was made possible by the installation of modern,
sophisticated and state-of-the- art technology, plants and machinery.
Through hard work, uncompromising quality and dedicated service,
Haldiram's became a part of every Indian family and there existed no such
house that did not know of the brand or its products, which include not just
sweets and namkeens but syrups and snacks as well. Extensive branding
activities in the past decade are bearing fruits now, as the company is the
undisputed market leader in the namkeen segment of the snack food
industry.

Even though it has come a long way from its original "halwai shop" days,
the company is still trying hard to change its traditional image and
modernize it to suit a new target audience. With the kind of infrastructure,
the company has, it is already giving the more established international
brands a run for their money.

23
Where is it today?

Haldiram's has 70% of the total namkeen market share and is the leader in
the organized sweets market and has picked up in the snack food market of
potato chips with Tak-a-Tak. The company enjoys top of the mind awareness
and has a loyal customer base. The company's exports are growing at a very
positive note and the company on a daily basis registers a 2-3% growth. The
company has been registering a 15% growth in its total sales every year.

How did it get here?

Haldiram's reached its strong position in the market through strict quality
and taste control measures made possible by the international infrastructure
facilities made available for production by a visionary leader Mr. Manohar
Aggarwal. It has come a long way from its initial "halwai-shop" days and is
now on the road to becoming a corporate organization. It was the first snack
food manufacturer to lay such high priority on quality control and taste
standardization. The company does not believe in getting into the
competitive rat race and is satisfied with its current status in the industry.

Mission

"Our consistent quality, best packaging strategy, vast market coverage and
experience have given us a cutting edge vis-à-vis our competitors. Our
natural inclination to improve our performance and quality with each passing
year has taken us way ahead of our nearest competitor. The people at

24
 Haldiram's are very friendly and sensitive towards the complaints from
consumers and traders, which in fact are a rare occurrence".

CHAPTER 3

LITERATURE REVIEW
A literature review is a test written by someone to consider the critical points of
current knowledge including substantive findings as well as theoretical and
methodological contributions to a particular topic. Literature reviews are
secondary sources, and as such, do not report any new or original experimental
work. Also, a literature review can be interpreted as a review of an abstract
accomplishment.

Drucker 1973 Strategic marketing as seen as a process consisting of analysing

environmental, market competitive and business factors affecting the
corporation and its business units, identifying market opportunities and threats
and forecasting future trends in business areas of interest for the enterprise, and
participating in setting objectives and formulating corporate and business unit
strategies. Selecting market target strategies for the product-markets in each
business unit, establishing marketing objectives as well as developing,
implementing and managing the marketing program positioning strategies in
order to meet market target needs".

25
Hart & Stapleton 1977 a statement in very general terms of how the marketing
objective is to be achieved, example acquiring a competitive company, by price
reductions, by product improvement, or by intensive advertising. The strategy
becomes the basis of the marketing plan"

Lambin 1977 "The role of strategic marketing is to lead the firm towards
attractive economic opportunities, that is, opportunities that are adopted to its
resources and know-how and offer a potential for growth and profitability".

Baker 1984 "The establishment of the goal or purpose of a strategic business

unit and the means by which it is to be achieved through management of the
marketing function".

Cravens 1986 "understanding the strategic situation confronting an

organization is an essential starting point in developing a marketing strategy"

Hamper & Bough 1990 "Although definitions for the term vary, we define
marketing strategy as a consistent, appropriate and feasible set of principles
through which a particular company hopes to achieve its long-run customer and
profit objectives in a particular competitive environment.

Aramaris & Lambin 1991 although marketing has basically a strategic

conception of the selling activity, we use to distinguish between strategic
marketing and operational marketing, depending on long term or short-term
objectives. Strategic marketing starts in thoughts about current situation of the
company and situational analysis and possible evolution of the markets and the

26
environment, with the goal of detecting opportunities which can establish
objectives".

Kotler 1997 "the selection of target markets, the marketing mix and the
marketing expenditure loves" "The marketing strategy is the way in which the
marketing function organizes its activities to achieve a profitable growth in
sales at a marketing mix level" "A marketing strategy may be defined as a plan
(usually long term) to achieve the organization's objectives as follows..."

a) By specifying what resources should be allocated to marketing?

b) By specifying how these resources should be used to take advantage of

opportunities which are expected to arise in the future. "A marketing strategy
would consist of the following:

 Identifying markets and customer’s needs in those markets.

 Planning products which will satisfy the needs of these markets.
 Organizing marketing resources, so as to match products with customers
in the most efficient and effective way possible, so as to maximize
customer satisfaction and the organizations profits or sales revenue.

McDonald 1999 the term "marketing strategy" reflects the company's

best opinion as to how it can most profitably apply its skills and resources
to the marketplace. It is inevitable broad in scope. Marketing strategies
are the means by which a company achieves its marketing objectives and
are usually concerned with the 4 P

27
Jain 2000 "Strategic marketing means looking at the whole of a
company's portfolio of products and markets, and managing the portfolios
to achieve the company's overall

Bradley 2003 "A marketing strategy consists of an internationally

integrated but externally focused set of choices about the organization
addresses its customers in the context of a competitive environment."

Schnarr’s 1991 "There is no unified definition upon which marketers

agree. Instead. there are nearly as many definitions of it as there are uses
of the term. Clearly, marketing strategy is a commonly used term, but no
one is really sure what it means". Bradley 1991 "the strategic marketing
process, therefore implies deciding the marketing strategy based on a set
of objectives, target market segments, positioning and policies"

Camara 1995 Strategy which defines the general principles for reaching
objectives related to the specific SBU's and target markets. It contains the
main directives of the marketing expenditure, marketing actions, and
resource allocation in this area. It includes decisions like: segmentation
strategies, positioning, communication. The definition of marketing
strategies referring to the marketing plant it is one of the sections which
integrate the marketing plan and its own objective is to present an action
plan which will be utilized to reach the marketing plan objectives."

28
CHAPTER- 4

RESEARCH METHODOLOGY

OBJECTIVES OF THE STUDY

 To study the marketing strategies and brand loyalty of Haldiram.

To study the marketing mix of Haldiram.
 To study the Haldiram as a brand and define various brand
attributes related
 To study the behaviour of the consumer with respect to
attributes such as Brand Loyalty and come up with
recommendations as to what all needs to be considered keeping
the consumer in mind

29
  To analyse Haldiram competitor and compare their strategies
and come up with recommendations for any problem
being faced by it

What is Research

Research is "creative and systematic work undertaken to increase the stock of

knowledge". It involves the collection, organization and analysis of evidence to
increase understanding of a topic, characterized by a particular attentiveness to
controlling sources of bias and error. These activities are characterized by
accounting and controlling for biases. A research project may be an expansion
on past work in the field. To test the validity of instruments, procedures, or
experiments, research may replicate elements of prior projects or the project as
a whole.

Methodology

Methodology refers to the principles and procedures that are followed when
conducting research. It includes the research design, sample size, data collection
methods, and data analysis techniques that are used to answer a research
question.

There are many different approaches to research, and the choice of methodology
depends on the research question and the type of data that is being collected.
Some common research methodologies include:

30
Surveys: Surveys involve collecting data from a large number of people
through questionnaires or interviews. Surveys are often used to gather
information about attitudes, beliefs, and behaviours.

Experiments: Experiments involve manipulating one or more variables to

determine the effect on a particular outcome. Experiments are often used to test
hypotheses or theories.

Case studies: Case studies involve in-depth analysis of a single case or a small
number of cases. Case studies are often used to examine complex issues or
phenomena in depth.

Interviews: Interviews involve collecting data through face-to-face or telephone

conversations with individual participants. Interviews can be structured, semi-
structured, or unstructured, depending on the research goals.

Focus groups: Focus groups involve collecting data through group discussions
with a small number of participants. Focus groups are often used to gather in-
depth insights into attitudes and opinions.

When developing a methodology, it is important to consider the research

question, the resources available, and the limitations of the study. The
methodology should be clearly described in the research report, along with the
reasons for the choices made.

31
Research Methodology

A research methodology is a set of principles and procedures that you follow

when conducting research. It includes the research design, sample size, data
collection methods, and data analysis techniques that you will use to answer
your research question.

When writing a human resource internship report, it is important to follow a

systematic and structured approach to ensure that your research is reliable and
valid. Here are some steps you can follow to develop your research
methodology:

Define your research question: Clearly define the research question you want
to answer in your report.

Choose a research design: Decide on the type of research design that will best
suit your research question. Some common research designs include surveys,
experiments, case studies, and interviews.

Determine your sample size: Determine how many participants you need to
include in your study to get a representative sample of the population you are
studying.

32
Select your data collection methods: Choose the methods you will use to
collect data, such as surveys, interviews, or focus groups.

Plan your data analysis: Determine the techniques you will use to analyse the
data you collect, such as statistical analysis or content analysis.

Write your methodology section: In your report, clearly describe the research
methodology you used, including the research design, sample size, data
collection methods, and data analysis techniques.

Research Design

A research design is a plan or framework for conducting research. It outlines the

methods and procedures that will be used to collect and analyse data in order to
answer a research question.

There are many different research designs, and the choice of design depends on
the research question and the type of data that is being collected. Some common
research designs include:

Experimental design: Experimental design involves manipulating one or more

variables to determine the effect on a particular outcome. Experiments are often
used to test hypotheses or theories.

33
Survey design: Survey design involves collecting data from a large number of
people through questionnaires or interviews. Surveys are often used to gather
information about attitudes, beliefs, and behaviours.

Case study design: Case study design involves in-depth analysis of a single
case or a small number of cases. Case studies are often used to examine
complex issues or phenomena in depth.

Interview design: Interview design involves collecting data through face-to-

face or telephone conversations with individual participants. Interviews can be
structured, semi-structured, or unstructured, depending on the research goals.

Focus group design: Focus group design involves collecting data through
group discussions with a small number of participants. Focus groups are often
used to gather in-depth insights into attitudes and opinions.

When developing a research design, it is important to consider the research

question, the resources available, and the limitations of the study. The research
design should be clearly described in the research report, along with the reasons
for the choices made.

TYPES OF RESEARCH

Following are the types of research:

 Descriptive research: Descriptive research involves collecting and

analysing data to describe and understand the characteristics of a particular

34
 group or phenomenon. This type of research may involve collecting data
through surveys, interviews, or observations.
 Correlational research: Correlational research involves examining the
relationship between two or more variables. This type of research can help
identify correlations or patterns between variables, but cannot determine
cause and effect.
 Experimental research: Experimental research involves manipulating one
or more variables in order to study the effect on a dependent variable. This
type of research is used to test hypotheses and establish cause and effect
relationships.
 Qualitative research: Qualitative research involves collecting and
analysing data in the form of words, rather than numbers. This type of
research is often used to explore complex phenomena and can involve
methods such as interviews, focus groups, and observations.
 Mixed methods research: Mixed methods research involves using both
qualitative and quantitative research methods in the same study. This
approach can help provide a more comprehensive understanding of a
research question or problem.

Data sources Primary and Secondary

Data approaches Questionnaire

Sample size 100

Sample procedure Convenience sampling

Area of survey Delhi

35
 Data analysis method Pie charts

SAMPLING
Sampling refers to the process of selecting a subset of individuals or items
from a larger population for the purpose of studying and analysing them.
Sampling is often used in research when it is not feasible or practical to
study the entire population.

The purpose of sampling is to gather information about the larger

population from a representative sample. By studying a sample, researchers
can draw conclusions and make generalizations about the larger population.
However, it is important to carefully consider the sampling method and
sample size to ensure that the sample is representative of the population and
that the results are statistically significant.

The Process of Sampling in Primary Data Collection

The steps in the process of sampling in primary data collection are as
follows:

1 Define the population: The first step in the sampling process is to define the
population, which is the group of individuals or items that the researcher is
interested in studying.

2 Determine the sampling method: The next step is to determine the

sampling method, which is the approach used to select the sample from the
population. There are many different sampling methods, and the choice of

36
 method depends on the research question, the resources available, and the
limitations of the study.

3 Determine the sample size: The sample size is the number of individuals or
items that are included in the sample. The sample size should be large
enough to provide reliable results, but small enough to be practical and
efficient.

4 Select the sample: The next step is to select the sample using the chosen
sampling method. This may involve randomly selecting individuals or items
from the population, or it may involve dividing the population into
subgroups (strata) and selecting a sample from each subgroup.

5 Collect the data: Once the sample has been selected, the researcher can
collect the data from the sample using the chosen data collection method.
This may involve administering a survey, conducting an experiment, or
conducting interviews or focus groups.

6 Analyse the data: Finally, the researcher can analyse the data to answer the
research question and draw conclusions about the larger population.

Sampling design:
I. Sample Unit:
We will interview general public to know the marketing strategies and
brand loyalty of Haldiram.
II. Sample size:
The sample size of the report is 100 in numbers

Data collection method:

37
Primary data refers to data that is collected directly from the source,
through methods such as surveys, experiments, interviews, or observations.
Primary data is collected specifically for the research study and is often
collected by the researcher or a research team.

Secondary data refers to data that has already been collected and is
available for use in a research study. Secondary data can come from a
variety of sources, such as published research articles, government reports,
and online databases.

Primary data collection methods can be divided into two categories:

Quantitative and Qualitative.

Qualitative data refers to non-numerical data that is collected through

methods such as observations, interviews, focus groups, or content analysis.
Qualitative data is often used to explore complex issues or phenomena in
depth, and is often collected in the form of words, images, or video.

Quantitative data refers to numerical data that is collected through methods

such as surveys, experiments, or observational studies. Quantitative data is
often used to test hypotheses or to analyse relationships between variables.

Both qualitative and quantitative data have their advantages and

disadvantages. Qualitative data can provide in-depth insights into complex
issues and can help researchers understand the experiences and perspectives
of participants. However, qualitative data can be difficult to analyse and
may not be representative of a larger population. Quantitative data, on the
other hand, is often easier to analyse and can be used to make

38
 generalizations about a larger population. However, quantitative data may
not provide as much detail or context as qualitative data.

When deciding whether to use qualitative or quantitative data, researchers

should consider the research question, the resources available, and the
limitations of the study. In some cases, it may be appropriate to use a
combination of qualitative and quantitative data. The data collection
methods should be clearly described in the research report, along with the
reasons for the choices made

For the study: Questionnaire method is used for collecting the data while
conducting the research.

3.5 LIMITATIONS

 The study was done for a short period of time, which

might not hold true in a long run.
 The study is only limited to limited areas of Delhi.

CHAPTER 5

DATA ANALYSIS AND INTERPRETATION

Characteristics of sample

GENDER

Table no. 1

39
SEX Number of respondents Percentage of respondents

Male 71 71

Female 29 29

Gender

29% Male
Female

71%

Figure No. 1

The survey suggests that it was observed that 71 respondents were men and 29
were women.

AGE

Table No. 2

Age Number of Respondents Percentage of Respondents

18-23 4 4%

24-29 21 21%

40
 30-35 47 47%

35 and above 28 28%

Age

4%
18-23
28% 21%
24-29
30-35
35 and above

47%

Figure No. 2

The survey suggests that it was observed that most of the respondents were
between the age of 30-35 and very few were between the age of 18-23.

EDUCATION

Table No. 3

Level of Education Number of Respondents Percentage of Respondents

Secondary School 42 42%

Graduation 25 25%

41
 Post-Graduation 21 21%

Matriculation 12 12%

Education

1% Secondary school
24% Graduation
Post-Graduation
47% Matriculation

28%

Figure No. 3

The survey suggests that it was observed that 43 respondents did their
secondary schooling, 25 respondents did their graduation, 21 respondents did
their post-graduation and 12 respondents did their matriculation.

MONTHLY INCOME
Table No. 4

Monthly Income Number of Respondents Percentage of Respondents

Less than 20000 13 13%

20000-25000 21 21%

42
 25000-30000 36 36%

More than 30000 30 30%

Monthly income

2%
18% Less than 20000
20000-25000
25000-30000
More than 30000
51%
29%

Figure No. 4
The survey suggests that it was observed that 13 respondents have a
monthly income less than 20000, 21 respondents have a monthly income
between 20000-25000, 36 respondents have a monthly income between
25000-30000 and 30 respondents have a monthly income of more than
30000.

Q1. What is your Brand preference for namkeens?

Table No. 5

Response Number of Respondents Percentage of Respondents

LAYS 26 26%

43
HALDIRAM 49 49%
MTR 25 25%

Brand Preference

26
25

49

Figure No. 5

Interpretation: The survey suggests that it was observed that there are many
good competitors of Haldiram still surviving amongst all on the top is the
strategy of Haldiram. As we can clearly see that the most preferred brand is
Haldiram amongst the others.

Q2. Since when you have been using Haldiram products?

Table No. 6

Response Number of Percentage of

Respondents Respondents
Less than 6 months 6 6%
44
 6 months to 1 year 14 14%
1 year to 3 years 27 27%
3 years or more 53 53%

Consumption time

Less rhan 6 months 6 months to 1 year 1 year to 3 years More than 3 years

Figure No. 6

Interpretation: 53% of the respondents have been consuming Haldiram's

namkeens for over 3 years while 27% have been consuming it for between 1-3
years. With the arrival of so many competitors on the scene, even a period of
year is long enough to prove brand loyalty which is established very firmly in
this case. Thus, the chances of the substitutability of the Haldiram's namkeens
by any other brand seem to be rather low as there has been no switching of
brands by any of these respondents. Those who have tried it have maintained
their loyalty towards it. This is again re-iterated by the O following chart, which
depicts the perceived change in the quality of Haldiram's namkeens
by the consumer.

45
Q3. How would you rate the Haldiram Namkeens for their nutritional
value?

Table No. 7

Response Number of Respondents Percentage of Respondents

Minimal 71 71%
Adequate 9 9%
Healthy 20 20%

Nutritional value Reviews

20%

9%

71%

Figure No. 7

Interpretation: When it comes to the nutritional value of Haldiram's namkeens,

71% of the respondents felt that the nutritional value was minimal while none of
them felt that it was healthy. But despite this the average consumer still prefers
to buy Haldiram's namkeens thereby proving that the lack of sufficient
nutritional value isn't a deterrent in purchasing their namkeens

Q4. Do you buy Haldiram gift packages?

Table No. 8

46
Response Number of Respondents Percentage of Respondents

YES 83 83%

NO 17 17%

Gift packages sales

YES
17 NO

83

Figure No. 8

Interpretation: Haldiram's attaches a lot of value to its gift packages offered

during the festive season. However, 17 of the respondents didn't buy such
packages. This shows that the gift packages being offered play such an
important role on the buying behaviour of the consumer.

Q5. Do you think that there is significant difference between Haldiram and
other brands?

47
 Table No. 9

Response Number of Respondents Percentage of Respondents

YES 67 67%

NO 33 33%

Haldiram vs Other brands

YES
33% NO

67%

Figure No. 9

Interpretation: When asked to whether they found any significance difference

between Haldiram's and any other brand, 67% are of the view that there does
exist a significant difference. Also, a product like namkeens involves low
involvement levels while buying. Thus, it can conclude that buying behaviour
of the consumers of Haldiram's namkeens is the "Variety-seeking buying
behaviour. This translates into a positive for Haldiram's, as the consumers, in
spite of trying different brands, seem to be coming back to Haldiram's.

48
Q6. Do you consume Haldiram products?

Table No. 10

Response Number of Percentage of

Respondents Respondents
YES 68 68%

NO 32 32%

Haldiram products

YES
NO
32
68

Figure No. 10

Interpretation: From the above data it is clear that most of the customers
(around 68%) of Delhi and NCR have consumed the product of Haldiram. The
rest 32% have not consumed the product of Haldiram. In response as to whether
or not they consumed Haldiram's products, 68 of the 100 answered in the
positive, which translates into almost 68% of the sample size. This establishes
the superiority and awareness of the product among the people. Also, another
interesting point observed was that the three out of fourteen who didn't consume
Haldiram's products weren't actually averse to Haldiram's products but did not

49
consume them because they either didn't consume namkeens generally or had
some medical constraints.

Q7. Do you prefer local snacks?

Table No. 11

Response Number of Respondents Percentage of Respondents

YES 70 70%

NO 30 30%

Local snacks preference

YES
30 NO
70

Figure No. 11

Interpretation: Another point that came across was that when questioned about
the consumption of other brands, the closest competition for Haldiram's came
from Bikaner and Lays. Also, only 30% preferred local snacks when compared

50
to branded snacks which shows that the branded snacks segment is cutting into
the unbranded segment

Q8. How you find Haldiram’s price?

Table No. 12

Response No of Percentage of
Respondents Respondents
VERY LOW 0 0%

LOW 0 0%
REASONABLE 54 54%
HIGH 22 22%
VERY HIGH 24 24%

Review of Haldiram's price

very low low reasonable high very high

Figure No. 12

Interpretation: With respect to Haldiram's it was found that 54% of the

respondents considered the price to be reasonable. However, 22% also

51
considered it to be high. This confusion is however solved when viewed in the
light of the following graph that analyses the O rating of various factors.

Q9. Which of these factors influence your buying decision of namkeens?

Table No. 13

Response No of Respondents Percentage of

Respondents
PRICE 6 6%
BRAND NAME 14 14%
QUALITY 40 40%
TASTE 30 30%
PACKAGING 10 10%

Buying decision influence

price brand name quality taste packaging

Figure No. 13

Interpretation: Consumers gave the highest priority to the taste of the

namkeens as compared to the other factors. Quality came in a close second on
their priority list. What came, as a surprise was that none of the respondents

52
considered packaging as part of their selection criteria, on which Haldiram's
usually lays so much stress.

Q10. Would you buy Haldiram products for them?

Table No. 14

Response No. of Respondents Percentage of

Respondents
PACKAGIN 11 11%
G
VARIETY 17 17%
PRICE 10 10%
QUALITY 33 33%
HYGIENE 10 10%
TASTE 19 19%

reason for buying haldiram products

packaging variety price quality hygiene

Figure No. 14

Interpretation: In the above chart, the respondents were asked to rate the
factors based on a 5-point scale, 5 being the highest. The total score for each
factor has been computed by multiplying the rating with the corresponding

53
number of respondents. Here again the same trend of quality and taste being
given the highest priority is reiterated. The confusion relating to the price factor
is solved as "Price" gets the least priority among the people surveyed. Hence
people don't mind paying for Haldiram's namkeens as long as they get a tasty
and hygienic product as value for their money. Once again Packaging, which is
a top priority for Haldiram's, fails to get top priority among the consumers and
finishes fifth on the priority list. This can be correlated to Herzberg's two-factor
theory. The absence of good packaging may lead to dissatisfaction among the
consumers but the presence of it does not seem to create any particular
satisfaction among the consumer.

Q11. What factors did motivate you to buy Haldiram Products?

Table No. 15

Scale No. of Respondents Percentage of Respondents

SELF 28 28%

ADS 24 24%
FAMILY 19 19%

RELATIVES 16 16%
FRIENDS 13 13%

54
 Motivation factors

self ads family relatives friends

Figure No. 15

Interpretation: On the basis of the chart above, it is evident that when it comes
to buying namkeens people tend not to get influenced by others. They rely on
their own sense of judgement to buy namkeens. However, in some cases the
family members tend to influence the buying patterns of the buyer. Hence in
this case there seems to be a vacuum when it comes to the role of the
"Influencer. Because of this the respondent himself also usually plays the role
of the 'Decider".

Q12. How would you rate the following factors in order of your
preference?

Table No. 16

Scale
VARIETY
PRICE
factors as per preference
TASTE
PACKAGING
HYGIENE

55

variety price taste packaging hygiene

 Figure No. 16

Interpretation: Again, when asked to rate the importance level of five factors,
the results were interesting as most of the respondents considered "Packaging"
as only somewhat important. Also, the opinion on the price feature was divided
as some of them considered it being important while some others considered it
somewhat important and some even didn't find it important. The strongest
factors that influenced the buyer while purchasing namkeens were variety and
taste. The majority of the respondents rated these two factors as being 'Very
Important. Apart from these consumers also considered "Variety" as an
"Important factor while buying Namkeens Nutritional value didn't seem to have
much of an effect on the buying trends as opinion here again
seems to be divided.

CHAPTER 6

FINDINGS AND CONCLUSION

FINDINGS

The survey also sought to know as to what the consumers expect in the future
from Haldiram's Namkeens and otherwise. Many creative ideas came out. With
regard to Namkeens, people are looking forward to popcorns, cheese balls,
much more variety in the wafers, banana chips, roasted nuts, etc. Many of the
respondents are seeking low calorie namkeens from Haldiram's and there is also
a demand for many more varieties in bhujia's. The minimal nutrition levels do
56
not seem to be affecting the buying trends of the consumers right now; but as
people are becoming more and more health conscious, in the future consumers
might be looking forward to low calorie namkeens and snacks from Haldiram's.
Apart from the Namkeens segment, the consumers in general are looking
forward to products like masalas, milk and milk related products, ice creams,
etc... from Haldiram's

CONCLUSION

The market is clogged with dominant players such as Frito-Lay India, PepsiCo's
snack foods arm, which has almost brought in a stack-chip revolution in the
country. Haldiram's and the Delhi-based snack-food-retailer Bikanervala Foods
Pvt. Ltd. etc. Even the dairy major Mother Dairy has a presence in the category.
With the entry of companies such as ITC and HUL into this industry, it is
getting tough for companies such as Haldiram's who till now have not paid
serious attention to its branding activities.

Increased media exposure, ever increasing purchasing power of the target

audience coupled with their desire to spend more on eating out due to lifestyle
changes will fuel the demand for snack food items and only those companies
which have a considerable share of voice and space in the market will be able to
survive. Haldiram's has the capability of meeting these demands and only
requires a certain revision in its strategies to be able to do so successfully,
which it already has begun to consider

57
There is high awareness level for different Haldiram's products amongst the
retailer. Market share of Haldiram's namkeen is more than double of
its competitors.

CHAPTER 7

RECOMMENDATIONS AND SUGGESTIONS

Media Mix

1. Haldiram should aim at constructing a comprehensive media mix. It

could venture into corporate tie-ups at its various outlets.
2. Set up mini outlets inside the multinational office complexes

58
 3. Cash in on the call centre wave and have tie-ups with business process
outsourcing companies.
4. Undertake catering an get together, wedding and kitty parties for women
who form a chunk of as target audience.
5. Conduct mad shows on various campuses nationwide
6. Company should have made endeavour in this context
like Advertisement.

BIBLIOGRAPHY
BOOKS REFFERED:

1. Kotler, Philip, and Keith Kohn. Cox. Marketing Management and

Strategy Reader. Prentice-Hall, 1988.
2. Sahadey Sunil, and Tapank Panda, Sales & Distribution

59
 3. Quinlan, Christina, et al. Business Research Methods, Cengage Learning
EMEA, 2015.
4. Batra K Satish, and Kazmi, Consumer Behaviour
5. Marketing Management by Dr. C.B. GUPTA and Dr. N RAJAN NAIR
6. Kothari, C.R. (2004) Research Methodology Methods and Technique 2 nd
Edition, New Age International Publishers, New Delhi.

NEWSPAPERS:

• The Hinda
• Times Of India

WEBSITES:

www.Haldirams.com

www.haldiramusa.com

www.bikaj.com

www.google.co.in

www.samratnamk.com

ANNEXURE

Questionnaire

Demographic Details
Q. What’s your gender?
a) Male

60
 b) Female

Q. What’s your age?

18-23
24-29
30-35
35 and Above

Q. What is your highest level of education completed?

a) High school or equivalent

b) Some college or associate's degree
c) Bachelor's degree
d) Master's degree
e) Doctoral degree

Q1 What is your brand preference for namkeen?

A) Haldiram

B) Lays

C) Lehar

D) Bikaner

E) MTR

Q2. Since when you have been consuming Haldiram products?

A) Less than 6 months

B) 6 months -1 year

61
C) 1 year – 3 years

D) Greater than 3 years

Q3. How would you rate the Haldiram products for their Nutritional
value?

A) Minimal

B) Adequate

C) Healthy

Q4. Do you buy Haldiram gift packages?

A) Yes

B) No

Q5. Do you think there is any significant difference between Haldiram and
other brands?

A) Yes

B) No

Q6. Do you consume Haldiram products?

A) Yes

62
B) No

Q7. Do you prefer local snacks?

A) Yes

B) No

Q8. How you find Haldiram price?

A) Very high

B) High

C) Reasonable

D) Low

E) Very low

Q9. Which of these factors influence your buying decision of namkeens?

A) Packaging

B) Quality

C) Price

Q10. Would you buy Haldiram products for them?

A) Variety

63
B) Taste

C) Quality

D) Price

E) Packaging

Q11. What factors motivated you to buy Haldiram products?

A) Self

B) Friends

C) Family

D) Neighbours

E) Relatives

Q12. How would you rate the following factors in order of your
preference?

A) Variety

B) Price

C) Taste

D) Packaging

E) Hygiene

64