28-09-2013, 12:18 PM
STUDY ON CONSUMER BUYING BEHAVIOUR WHILE PURCHASING PARLE PRODUCTS
CONSUMER BUYING BEHAVIOUR.doc (Size: 943 KB / Downloads: 66)
GENERAL INTRODUCTION:
Food processing dates back to the prehistoric edge when crude processing, conclusion and incorporate slaughtering fermenting, sun drying, preserving with salt, and various type of cooking (such as roasting, smoking, steaming, and oven baking). Salt preservation was especially common for foods that constituted warrior and sailor’s diets up until the introduction of canning methods.
Evidence for the existence of these methods exists in the writing of he ancients Greek, Egyptian, Roman civilization as well as archaeological evidence from Europe, North, South America and Asia. The tried and tested processing techniques remained essentially the same until the advent of the industrial revolution. Example of ready means also exists from pre industrial revolution times such as the Cornish pasty and haggis Modern food processing technology in the 19th and 20th century was largely developed to serve military needs.
INDUSTRY PROFILE
ORIGIN AND DEVELOPMENT OF THE INDUSTRY
Sweet or salty. Soft or crunchy. Simple or exotic. Everybody loves munching on
biscuits, but do they know how biscuits began?
The history of biscuits can be traced back to a recipe created by the Roman chef
Apicius, in which "a thick paste of fine wheat flour was boiled and spread out on a
plate. When it had dried and hardened it was cut up and then fried until crisp, then served with honey and pepper." The word 'Biscuit' is derived from the Latin words 'Bis' (meaning 'twice') and 'Coctus' (meaning cooked or baked). The word 'Biscotti' is also the generic term for cookies in Italian. Back then, biscuits were unleavened, hard and thin wafers, which, because of their low water content, were ideal food to store.
As people started to explore the globe, biscuits became the ideal travelling food since they stayed fresh for long periods. The seafaring age, thus, witnessed the boom of biscuits when these were sealed in airtight containers to last for months at a time. Hard track biscuits (earliest version of the biscotti and present-day crackers) were part of the staple diet of English and American sailors for many centuries. In fact, the countries, which led this seafaring charge, such as those in Western Europe, are the ones where biscuits are most popular even today. Biscotti is said to have been a favorite of Christopher Columbus who discovered America!
ORIGIN OF THE ORGANIZATION
A cream colored yellow stripped wrapper with a cute baby photo containing 10 -12 biscuits with the company’s name printed in Red and you know these are Parle G biscuits. Times changed, variety of biscuits did come and go but nothing has changed with these biscuits. Yes, the size of their packing has definitely changed but for the consumers good as these are money savers pack. The Parle name conjures up fond memories across the length and breadth of the country. After all, since 1929 the people of India have been growing up on Parle biscuits & sweets
Initially a small factory was set up in the suburbs of Mumbai city, to manufacture sweets and toffees. The year was 1929 and the market was dominated by famous international brands that were imported freely. Despite the odds and unequal competition, this company called Parle Products, survived and succeeded, by adhering to high quality and improvising from time to time.
PARLE G – THE EVOLUTION
Has been a strong household name across India. The great taste, high nutrition, and the international quality, make Parle-g a winner. No wonder, it’s the undisputed leader in the biscuit category for decades.
It is consumed by people of all ages, from the rich to the poor, living in cities & in villages. While some have it for breakfast, for others it is a complete wholesome meal. For some it’s the best accompaniment for chai, while for some it’s a way of getting charged whenever they are low on energy. Because of this, Parle-G is the world’s largest selling brand of biscuits.
Launched in the year 1939, it was one of the first brands of Parle products. It was called Parle Glucose Biscuits mainly to cute that it was a glucose biscuit. It was manufactured at the Mumbai factory, Vile Parle and sold in units of half and quarter pound packs.
The incredible demand led Parle to introduce the brand in special branded packs and in larger festive tin packs. By the year 1949, Parle Glucose biscuits were available not just in Mumbai but also across the state. It was also sold in parts of North India. The early 50s produced over 150 tones of biscuits produced in the Mumbai factory.
GROWTH AND DEVELOPMENT OF THE ORGANIZATION
Over the years, Parle has grown to become a multi-million US Dollar company. Today, Parle enjoys a 40% share of the total biscuit market and a 15% share of the total confectionary market, in India. The Parle Biscuit brands, such as, Parle- G, Monaco and Krackjack and confectionery brands, such as, Melody, Poppins, Mango bite and Kismi, enjoy a strong imagery and appeal amongst consumers. Then the Parle representatives includes the production officer and the operation’s head made students exposed to the production unit followed by the manufacturing unit and packaging.
The extensive distribution network, built over the years, is a major strength for Parle Products. Parle biscuits & sweets are available to consumers, even in the most remote places and in the smallest of villages with a population of just 500. The Parle marketing philosophy emphasizes catering to the masses. We constantly endeavor at designing products that provide nutrition & fun to the common man.
MARKET PROFILE OF THE ORGANIZATION
It’s a brand that has held its price line at Rs 4 for 25 years now -- the price was last raised in 1994 by 25 paise. So, it's not for nothing that Parle-G is the world's largest-selling biscuit by volumes. Parle is, of course, not doing it for charity. Soaring input prices meant it opted for reducing the weight of the biscuit than increasing the price -- first from 100 gm to 92.5 gm in January 2010, and then to 88 gm in January this year -- in line with other biscuit-makers and FMCG players. It has 1600 crore turnover. Parle-G enjoys close to 70 per cent market share in the glucose biscuit category and probably has the deepest reach. It reaches 2.5 million outlets, including villages with a population of 500 people, on a par with Unilever's Lifebuoy, ITC's cigarettes or mobile pre-paid cards. It reaches 2.5 million outlets, including villages with a population of 500 people, on a par with Unilever's Lifebuoy, ITC's cigarettes or mobile pre-paid cards. It's also one of the few FMCG brands in the country, whose customers straddle across income segments. The brand is estimated to be worth over Rs 2,000 crore (Rs 20 billion), and contributes more than 50 per cent of the company's turnover (Parle Products is an unlisted company and its executives are not comfortable disclosing exact numbers).