a study on consumer buying behavior towards sunfeast dark fantasy biscuits

SUBMITTED BY

GROUP 12

AUDREY MARTINA ALEX

MOLAMMA ABRAHAM

NOBIN P MATHEW

SALU P KUMAR

A study on consumer buying behavior towards sunfeast dark fantasy

INDUSTRY PROFILE

In India the biscuit industry started in the middle of the 19th century. In 1887, the first bakery was set up in India. There were four factories during Second World War. The Second World War helped the industry to prosper with an increase for its products both for military and civilian consumption. After the Second World War the biscuit production in India increased rapidly. Now there are more than 31 units in the organized sectors but also there are may be small scale sectors involved in biscuit productions. Biscuit making is made adaptable to small-scale units because of the simple manufacturing process, easy availability of raw materials and the low cost involved in its production. The ingredients that go in its production are wheat flour, sugar, leavening agents, permitted emulsifier, flavour and dough conditioners.

A survey conducted by the Institute of Industry and Market Research in New Delhi, indicated that during 1973-1974 there were about 180 units, manufacturing biscuits in the factory sector and about 3000 units in the family sector. By now it should be twice the figure.

The well-known companies which produce biscuits are: Aurofoods (true) Bakeman’s Britannia industries limited Kellog’s Kwality Nutrine (sara lee) Parle Smithkline beecham Sunfeast

EXPORT PERFORMANCE

India exports biscuits to the Middle East, African and other neighbouring countries. There is stiff competition from European countries. U.K. has been the major competitor as far as India in concerned.

IMPORT PERFORMANCE

Import of biscuits by general trade has been discontinued since years. However some quantities of biscuits are imported only by military and for other special purpose. The major countries from which these are imported are West Germany, Netherlands and U.S.A.

COMPANY PROFILE

In July 2003, ITC made a foray into the biscuits market by launching the Sunfeast range of biscuits. Since then, Sunfeast biscuits have always stood for quality and are known for offering innovative and wholesome biscuits. Sunfeast connotes happiness, contentment, satisfaction and pleasure. Within a span of 9 years, Sunfeast has established itself in almost all major categories of biscuits.

ABOUT THE PRODUCT

Sunfeast Dark Fantasy is the story of a brand which started its journey as a sub-brand and later acquired the status of a standalone brand. ITC forayed into the biscuit market in 2003 and Sunfeast Dark Fantasy was launched in 2005. It was only after four years, that ITC thought of taking the brand to the next level.

Dark Fantasy's success can be attributed to the careful detail with which the brand was built by ITC. ITC took a risk in positioning Dark Fantasy as a premium biscuit brand. The premium space was vacant in the Indian market and marketers was unsure how consumers would react to a premium biscuit offering.

To do this, Sunfeast tried to build the brand among emotional platform taking on the proposition of ' Indulgence'. So here is a biscuit which would appeal to your sensuous self and take you through an experience of indulgence. It was a risky proposition and ITC backed the theme through some heavy campaigns.

The brand had the tagline “Pure Indulgence “when it was launched. The USP was the packaging. Dark Fantasy in a way assured in a new wave of packaging in the biscuit market. The bold use of colours and calligraphy supplemented the brand's positioning as a premium biscuit. Later the tagline was changed to “Escape into One ". Dark Fantasy had twin packaging - there is an outer cardboard box and individual choco fills had wrapper packaging. That gave the brand a premium touch.

Rather than restricting itself as a premium biscuit, Sunfeast Dark Fantasy tried to create a space for itself by launching a new variety called Choco fills. Choco Fills are essentially biscuits with chocolate filled inside. Although these types of biscuits were available, through smart packaging, Dark Fantasy brought lot of interest into this category. Now choco-fills are very popular that competitors like Parle had to launch a new brand in this category.

Buoyed with the customer response to Choco Fills, Sunfeast has extended this packaging strategy to its Cookie category by launching Delicious brand of cookies.Dark Fantasy can be termed as a packaging success story. The brand has showcased the power of packaging and its influence in the positioning and brand image

Dark fantasy products are available in 5 variants

Dark fantasy chocolate Dark fantasy vanilla Dark fantasy choco fills Dark fantasy coffee fills Dark fantasy choco meltz

MARKET SEGMENTATION

Level of segmentation used is differentiated segmentation. A differentiated marketing strategy targets different market segments with specific marketing mixes designed especially to meet those segments' needs. Each mix includes a product, price, placement and promotional program customized specifically for a particular segment. The basis of segmentation is both demographic and behavioural. Under demographic segmentation is done based on age and income. Being a premium biscuit brand product is mainly aimed at young adults who belong to upper middleclass or high income group.

Another basis which is used for segmenting the product is behavioural i.e. benefit sought for the product. Here it is “ self-indulgence”.

TARGET GROUP

The product is aimed at targeting adults, mainly young fun loving adults. The targeting statement of the dark fantasy product goes like this ““we are targeting the middle and high income adults who are seeking self-indulgence”

POSITIONING

The product is been positioned as a premium biscuit brand. The manufactures had made an attempt to use the empty space in Indian market by introducing it as a premium brand. Position statement goes like this “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 “. Positioning the product was difficult and risky as there was a huge uncertainty regarding the acceptance of a premium brand. Heavy advertisement campaigns were used for the same.

THE TYPE OF PERSONALITY OF CONSUMER

The type of personality of the consumer involved in the purchase of the dark fantasy biscuits are as follows:

High expectation Innovativeness Open minded or low dogmatic Variety / novelty seeking

Fun loving adults

CONSUMER PERCEPTION ABOUT THE PRODUCT

PRODUCT

The perceptions of consumers about the product are as follows Innovative product A new and unique experience like never before Better than competitors A premium biscuit brand

PRICE

Slightly on expensive side But its worth , being a premium product

PACKAGING AND LABELLING

Highly attractive and appealing New and makes the product unique Gives a luxurious aura to the brand

PLACE

Easy availability of the product as compared to the competing brands Available at convenient places

CONSUMER LEARNING ABOUT SUNFEAST DARK FANTASY

Heavy promotion strategy is used for communicating to the customers. The firm spends nearly 35-40%of its turnover on advertisement and other promotion. The various type of promotion strategy used for promoting the product are as follows:

Print ads TV commercials Digital presence Outdoor advertisement ( hoardings) Visual merchandising Inflight sampling

TV COMMERCIALS• In 2005 , ad played around the idea of 7 cardinal sin• New advertisements in 2010 , revolves around temptation , striked their matured

audience.

• No words or message conveyed.• Less informative in nature.• Melodious and pleasant jingles used as background music• an international imagery of sorts to the brand• No celebrity endorsing

DIGITAL PRESENCE

Dark Fantasy’s Facebook Page boasts of a 1.4 million member strong with a very impressive engagement rate

Allowing users to download their jingles as ringtones. Updating page with latest events and festivals.

STATEMENT OF PROBLEM

A study on consumer buying behaviour of sunfeast dark fantasy biscuits and the impact of promotion activities on purchase decision.

OBJECTIVES OF STUDY

To understand the effect of promotion tools on consumer buying behaviour To analyse the important factors which have an influence on consumer buying

behaviour To understand the most preferred promotional tool among the customers To analyse various sources of information which creates brand awareness among

consumers

REVIEW OF LITERATURE

According to Macborgne Renel er-al, in his article entitled “Creating New Market Space” most companies focus on marketing and beating their rivals. As a result their strategies tend to take on similar dimensions. The authors say innovative company breaks free from competitions by staking out fundamentally new market space that is by creating products services for which there are no competitions.

Hamel and Prahlad observe that there are three levels of competition viz.

Competition for intellectual leadership to get new ideas that may create new advantages or new basis for competition.

Competition for translating such new ideas into commercial products and services faster than other.

Competition for market share. According to these two authors the competition for market share cannot be won unless formidable advantages are created at the first two levels.

According to Adriyan Payan, The marketing mix concept is a well-established tool used as a structured by marketers. It consists of the various elements of a marketing programme which need to be considered in order to successfully implement the marketing strategy and position the product.

RESEARCH METHODOLOGY

The methods adopted by the researcher for completing the project are called Research Methodology. In other words, Research Methodology is simply the plan of action for a research which explains in detail how data is to be collected, analysed and interpreted. Data’s becomes information only when a proper methodology is adopted. Thus we can say Methodology is a tool which process the date to a reliable information. The present chapter attempt to highlight the research methodology adopted in this project.RESEARCH DESIGN

A research design is an arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure. Out of the research design said above the research design took for the study was “Descriptive Research Design”.

DATA COLLECTION METHODS

In this study the primary data collection method has been mainly used to collect data and some secondary data sources were also used.

Primary data

Survey is the primary data collection method which has been used in the present study and the data was collected with the help of a questionnaire. Survey method is the systematic gathering of data from the respondents survey is the most commonly used method of primary data this is widely used because of its extreme flexibility, reliability and easiness of use. The main purpose of survey is facilitate understanding or enable prediction of some aspects of the population being surveyed.

Secondary data

Secondary data for the present study includes those data which has been collected from sources like articles, internet and magazines.

SAMPLING INSTRUMENT

The instrument used to collect data for the study is a well-structured questionnaire.

METHOD OF SAMPLING

In this study non probability sampling has been adopted. Under the non-probability sampling convenience sampling has been taken for the purpose of study. The sampling units are chosen primarily on the basis of convenience to the researcher is known as Convenience Sampling.

SAMPLE SIZE

A sample size of 50 has been chosen for the study. The sample belongs to people in the age group between 20-30.

DATA ANALYSIS AND INTERPRETATION

TABLE 1: AWARENESS ABOUT SUNFEAST DARKFANTASY

SI NO: AWARENESS NO: OF RESPONDENTS

PERCENTAGE

1 YES 50 1002 NO 0 0

50

FIG 1: AWARENESS ABOUT SUNFEAST DARKFANTASY

YES NO

INFERENCE:

From the table it is understood that all the responents are aware about the product and hence we could infer that the brand popularity is quite high and product is very much familiar among the target group.

TABLE 2: HOW MANY VARIANTS OF DARK FANTASY ARE YOU FAMILIAR WITH

SI NO: NO: OF VARIANTS NO : OF RESPONDENTS

PERCENTAGE

1 Only 12 Only 2 2 43 Only 3 25 504 Only 4 20 405 All 5 3 6

FIG. 2: HOW MANY VARIANTS OF DARK FANTASY ARE YOU FAMILIAR WITH

4%

50%

40%

6%

only 1only 2only 3only 4all 5

INFERENCE:From the table it is seen that most of the respondents are familiar with only 3 variants of dark fantasy i.e. 50%.while 40 % are familiar with 4 variants. Only 6% of them are familiar with all variants this can be attributed to the less availability of new variant i.e. choco meltz.

TABLE 3: MODE OF AWARENESS ABOUT THE DARK FANTASY PRODUCTS

SI NO : MODE NO: OF RESPONDENTS

PERCENTAGE

1 Shops 7 142 Advertisements 22 443 Friends 18 364 Others 3 6

FIG.3: MODE OF AWARENESS ABOUT THE DARK FANTASY PRODUCTS

14%

44%

36%

6% Chart Title

SHOPSADVERTISEMENTFRIENDSOTHERS

INFERENCE:

From the table it is seen that majority of the respondents got to know about the product through advertisement. Another major mode of awareness is through friends. Only small percentage of respondents got to know about the product through other sources like online presence.

TABLE 4: SHOWING WHETHER THEY BUY THE PRODUCT REGULARLY( FREQUENT BUYERS)

SI NO: RESPONSE NO: OF RESPONDENTS

PERCENTAGE

1 Yes 47 942 No 3 6

FIGURE 4: SHOWING WHETHER THEY BUY THE PRODUCT REGULARLY (FREQUENT BUYERS)

94%

6%

YESNO

INFERENCE:

It can be inferred that 94% of respondents, which is a vast majority, are regular customers of the product.

TABLE 5: LEVEL OF SATISFACTION


PERCENTAGE

1 Highly satisfied 7 14

2 Satisfied 29 583 Average 12 244 Dissatisfied 2 45 Highly dissatisfied 0 0

FIGURE 5 : LEVEL OF SATISFACTION

Highly satisfiedSatisfied

AverageDissatisfied

Highly dissatisfied

0%

10%

20%

30%

40%

50%

60%

14%

58%

24%

4%

0%

INFERENCE:It can be inferred that most of the consumers are satisfied with the product. While 24 % of the respondents say the product is an average one and only 4% of them are not satisfied with the product.

TABLE 6: THE MOST IMPORTANT FACTOR THAT MOTIVATES THE CONSUMER TO BUY THE DARK FANTASY (REASON FOR BUYING)

SI NO : ATTRIBUTES NO: OF RESPONDENTS

PERCENTAGE

1 Quality 7 142 Price 5 103 Packaging 28 564 Taste 10 205 Brand loyalty - 0

FIG.6: THE MOST IMPORTANT FACTOR THAT MOTIVATES THE CONSUMER TO BUY THE DARK FANTASY (REASON FOR BUYING)

14%

10%

56%

20%

qualitypricepackaging taste brand loyalty

INFERENCE:

It can be seen that more than half of the respondents buy the product seeing its attractive packing. While 20% says that they buy it due to its taste. While only 14% and 10 % purchases the product due to its quality and price respectively.

TABLE 7: THE ROLE OF PROMOTION TOOLS IN INCREASING THE BRAND AWARENESS AND POPULARITY


PERCENTAGE

1 Strongly agree 38 882 Agree 4 83 Disagree 8 44 Strongly disagree 0 0

FIGURE 7: THE ROLE OF PROMOTION TOOLS IN INCREASING THE BRAND AWARENESS AND POPULARITY

88%

8%4%

strongly agreeagreedisaagreestrongly disagree

INFERENCE:

A vast majority of the respondents are of the opinion that promotion tools like advertisement, hoardings etc has got a great impact in increasing the brand awareness and popularity. Only 4% of them opined that it is of no much use.

TABLE 8: THE FACTORS (PROMOTION TOOL) THAT INFLUENCES THE CUSTOMERS MOST WHILE PURCHASING

SI NO: FACTORS NO: OF RESPONDENTS

PERCENTAGE

1 TVC 19 382 Hoardings 5 103 Print advertisements 9 184 Online advertising 6 125 In store promotion 11 22

FIGUREE 8: THE FACTORS (PROMOTION TOOL) THAT INFLUENCES THE CUSTOMERS MOST WHILE PURCHASING

38%

10%18%

12%

22%

Chart Title

TVCHOARDINGSPRINT ADONLINE ADVERTISINGIN STORE PROMOTION

INFERENCE:

Regarding the most influential promotion tool, 38% of the respondents are of the opinion that tv commercials are the most effective one , 22% are of the opinion that in store promotion is the most effective, 18% of them suggested that print ad is most attractive, 12% of them opined that online ad attracts them the most while 10% of them told that hoarding is most attractive.

TABLE 9: THE IMPACT OF PROMOTION ACTVITIES ON THE BUYING BEHAVIOUR

SI NO : RESPONSE NO: OF RESPONDENTS

PERCENTAGE


FIG 9: THE IMPACT OF PROMOTION ACTVITIES ON THE BUYING BEHAVIOUR

18%

36%

38%

8%


INFERENCE:

During survey 38 % of respondents told that promotion activities do not have much impact on their buying decision. While a majority i.e. 54% revealed that the promotion activities have an influence on their purchase decision. While 8% totally disagreed with this.

TABLE 10: FAMILIARITY WITH DARK FANTASY ADVERTISEMENTS


PERCENTAGE

1 Yes 50 1002 No 0

yesno

INFERENCE:

From the table it is clear the all the respondents are very familiar with the dark fantasy advertisements.

TABLE 11 : HAS DARK FANTASY’S ADVERTISEMENT BOUGHT ANY CHANGE IN THE PERCEPTION ON DARK FANTASY’S PRODUCTS

SI NO: RESPONSE NO: OF REPONDENTS

PERCENTAGE

1 YES 13 262 NO 37 74

FIGURE 11 : HAS DARK FANTASY’S ADVERTISEMENT BOUGHT ANY CHANGE IN THE PERCEPTION ON DARK FANTASY’S PRODUCTS

26%

74%

YESNO

INFERENCE:

It can be seen that majority of the respondents are of the opinion that advertisement was very effective in changing their perception about the product. Only 26% of respondents disagreed with this view.

TABLE 12 :OPINION ABOUT THE ADVERTISEMENT (attractiveness)

SI NO : OPINION NO : OF RESPONDENTS

PERCENTAGE

1 Attractive 48 962 Unattractive 0 03 Neither attractive nor 2 4

unattractive

FIGURE NO 12: OPINION ABOUT THE ADVERTISEMENT (attractiveness)

96%

4%

YESneither unattractive nor attractive

INFERENCE:

Most of the respondents was of the opinion that the dark fantasy advertisements are very attractive. None of them responded that the ads are unattractive while a minority i.e. 4 % of them opined that it is neither attractive nor un attractive.

TABLE 13: OPINION ABOUT THE ADVERTISEMNTS (EXICETMENT)

SI NO: OPINION RESPNDENTS PERCENTAGE1 Exciting 24 482 Boring 4 83 Neither exciting nor

boring22 44

FIGURE 13: OPINION ABOUT THE ADVERTISEMNTS (EXICETMENT)

48

8

44

excitingboringneither exciting nor boring

INFERENCE:

From the table it is clear that 48 % of the respondents were of the opinion that the advertisements of dark fantasy are attractive while 40 % of them revealed that for them it was boring. While 12% of them said that it is neither boring nor exciting.

TABLE 14: OPINION ABOUT THE ADVERTISEMENTS (INFORMATIVE)


PERCENTAGE

1 Informative 2 42 Uninformative 35 703 Neither informative

nor uninformative13 26

FIGURE 14: OPINION ABOUT THE ADVERTISEMENTS (INFORMATIVE)

4%

70%

26%

informativeuninformativeneither iformative nor uninforma-tive

INFERENCE:

Most of them are of the opinion the advertisement of dark fantasy are uninformative only 4% of them said that it is informative.

TABLE 15: DARK FANTASY ADVERTISEMENTS ARE ATTRACTIVE AND INDUCES PURCHASE HIGHLY WHEN COMPARED WITH THE OTHER BRANDS


PERCENTAGE


FIGURE 15: DARK FANTASY ADVERTISEMENTS ARE ATTRACTIVE AND INDUCES PURCHASE HIGHLY WHEN COMPARED WITH THE OTHER BRANDS

strongly agreeagree

disaagreestrongly disagree

0

10

20

30

40

50

60

16

52

22

10

INFERENCE:

From the table it can be seen that most of the respondents are of the opinion that dark fantasy ads are more effective and attractive as compared to that of competitors. Only 32 % of them were against it.

TABLE 16 : DO THE ADVERTISEMENT GIVE THE PRODUCT A KIND OF INTERNATIONAL IMAGE


PERCENTAGE


FIGURE 16 : DO THE ADVERTISEMENT GIVE THE PRODUCT A KIND OF INTERNATIONAL IMAGE

strongly agreeagree


0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

30%

46%

24%

0%

INFERENCE:

From the table it can be seen that most of the respondents opined that the style of advertisements of dark fantasy gives it an international image and touch. Only 24 % of them disagreed with this view.

TABLE 17: IS THE ADVERTISEMENT OF DARK FANTASY DIFFERENT AND INNOVATIVE FROM USUAL BISCUIT ADVERTISEMENTS


PERCENTAGE


FIGURE 17: IS THE ADVERTISEMENT OF DARK FANTASY DIFFERENT AND INNOVATIVE FROM USUAL BISCUIT ADVERTISEMENTS

28%

56%

10%6%


INFERENCE:

When asked about the innovativeness of the advertisement most of the respondents said that they feel the advertisements to be innovative and very different from the advertisements of competitors. Only 16 % of them disagreed with this.

TABLE 18: DOES PACKAGING AFFECT THE CHOICE OF PURCHASE

SI NO: RESPONSE NO; OF RESPONDENTS

PERCENTAGE


FIGURE 18: DOES PACKAGING AFFECT THE CHOICE OF PURCHASE

strongly agreeagree


0

5

10

15

20

25

30

35

40

45

50

38

48

12

2

INFERENCE:

From the table it is clear that most of the respondents are of the view that packaging of dark fantasy has got an impact on their purchase. While only 14 % of them disagreed.

TABLE 19: ELEMENT / FACTOR WHICH ATTRACTS CONSUMER WHILE PURCHASING THE PRODUCT


PERCENTAGE

1 Quality of the pack 23 462 Graphics used on

packing4 8

3 Colour of packing 2 44 Uniqueness 21 42

TABLE 19: ELEMENT / FACTOR WHICH ATTRACTS CONSUMER WHILE PURCHASING THE PRODUCT

46%

8%4%

42%

quality of the packgraphicscoloruniqueness

INFERENCE:

When asked about what is the most attractive factor of packaging of dark fantasy biscuits 46 % of them was of the opinion that it is the quality of pack , 42% of them told that it is the uniqueness in packing, 8% of them suggested that it is the graphics while only 4% of them told that colour attracts them.

TABLE 20: OPINION ABOUT PRICE OF THE PRODUCT (do you think the products of dark fantasy are economical)


PERCENTAGE


FIGURE 20 : OPINION ABOUT PRICE OF THE PRODUCT ( do you think the products of dark fantasy are economical)

18%

42%

28%

12%

stongly agree agreedisagreestrongly disagree

INFERENCE:

From the table it is seen that most of the respondents consider the price of dark fantasy products t\o be economical. While 28% of them disagree the price is economical and 12 % of them strongly disagree with the view.

TABLE 21: OPINION ABOUT AVAILABILITY OF PRODUCT ( DO YOU FIND IT EASILY AVAILABLE)


PERCENTAGE


FIGURE 21: OPINION ABOUT AVAILABILITY OF PRODUCT ( DO YOU FIND IT EASILY AVAILABLE)

32%

62%

6%

stongly agree agreedisagreestrongly disagree

INFERENCE:

From the table it is clear that most of the respondends is of the view that the product is easiliy available in the market as compared to its competitors. Only 6% of the respondents disagreed with this view.

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.

Only 36and 14% got to know about the product through friend and stores respectively

94 % of the respondents are regular customers of dark fantasy.

A majority of respondents are satisfied with the product. While 24 % of respondents said the

product is average and only 4 % of them are dissatisfied with 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.

38 %of the respondents revealed that tvc is the most influential promotion activity.22% said

store promotion attracts them the most.

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. Only a

disagreed.

ANNEXURE

QUESTIONNAIRE ON CONSUMER BUYING BEHAVIOUR OF SUNFEAST DARK FANTASY BISCUITS

Name: ……………………………..

Age: ……………………………....

1. Are you aware of sunfeast dark fantasy biscuits?

Yes No

2. How many variants of dark fantasy biscuits are you familiar with?

Only 1……. Only 2 …… only 3……. Only 4……. All 5…..

3. How do you came to know about the dark fantasy products?

Shops….. Advertisements…… Friends……. Others……

4. Do you buy dark fantasy biscuits regularly?

Yes No

5. Are you satisfied with sunfeast dark fantasy products?

Highly satisfied…….. Satisfied……..Average…..dissatisfied…..very dissatisfied……

6. What is the most important feature of the product that motivates you to buy the product?

Quality ……. Price……. Packaging……. Taste……. Brand loyalty……

7. Are the promotion tools like advertisement , hoardings, instore posters etc helpful in increasing the brand awareness and popularity?

Strongly agree…… Agree……… Disagree…… Strongly disagree….

8. Which of the following influences you the most while purchasing the product?

Tvc …….hoardings…..print advertisement….online advertisement……. In store promotion…….

9. Do you think that the promotion activities of dark fantasy have an impact on you buying decision?

Strongly agree….. Agree………. Disagree……. Strongly disagree……..

10.Are you familiar with tv advertisement of dark fantasy products?

Yes …….. No……….

11. Have the advertisement bought any change in your perception on dark fantasy products?

Yes……. No………

12. What is your opinion about the advertisement of the product? (TVC)

(A) Attractive….. ….Unattractive…… Neither attractive nor unattractive……..

(B) Exiciting ………. boring…………. Neither exiting nor boring………….

(C) Informative……..uninformative….. Neither informative nor uninformative……

13.Do you think that dark fantasy advertisement are attractive and induce purchase highly when compared with competing brands?

Strongly agree…… Agree…….. Disagree…… Strongly disagree…..

14.Do you think that the advertisements give the product a kind of international image?

Strongly agree……Agree………Disagree…….Strongly disagree……

15.Do you think that advertisements of dark fantasy is innovative from ususal biscuit advertisements?


16. Does packaging of the product affect the choice of purchase of the product?


17.Which is the most attractive factor regarding the packaging of the dark fantasy biscuits?

Quality of packing…….. Graphics…… Colour….. Uniqueness……..

18. Do you think that dark fantasy products are economical?

Strongly agree…...Agree………Disagree…….Strongly disagree……

19. Do you find dark fantasy biscuits easily available in the market compared with competing brands?

Strongly agree…...Agree………Disagree…….Strongly disagree……

Date post:	31-Oct-2014
Category:	Marketing
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a study on consumer buying behavior towards sunfeast dark fantasy biscuits

Marketing