SYNOPSIS FOR RESEARCH PROJECT REPORT

On

“A STUDY ON CONSUMER BUYING BEHAVIOR

TOWARDS HALDIRAM PRODUCTS IN
LUCKNOW CITY”

Towards partial fulfillment of

Bachelor of Business Administration (BBA)
School of Management, Babu Banarasi Das University, Lucknow

Guided by: Submitted by:

MR. RITESH KRISHNA SRIVASTAVA ANURAG SINGH

Assistant Professor Roll No. 1220671122

(SOM, BBDU) BBA 3rd Year

Session:– 2024-2025

School of Management

Babu Banarasi Das University

Sector I, Dr. Akhilesh Das Nagar, Faizabad Road, Lucknow (U.P.) India
 TOPIC- A STUDY ON CONSUMER BUYING BEHAVIOR
TOWARDS HALDIRAM PRODUCTS IN LUCKNOW CITY

INTRODUCTION

The Indian snack industry has experienced substantial growth in recent years, fueled by

evolving consumer lifestyles, increasing disposable incomes, and a shift toward ready-to-eat

products. Among the major players in this market, Haldiram's stands out as a prominent

brand, offering a diverse range of products, including sweets, namkeens (savory snacks), and

ready-to-eat food items. The company has successfully positioned itself as a household name

across India, and its strong market presence makes it a key subject for studying consumer

buying behavior.

This study focuses on understanding the consumer buying behavior towards Haldiram's

products in Lucknow city, which is a growing urban center with a diverse demographic and a

blend of traditional and modern preferences. By examining factors like consumer

preferences, brand perception, purchasing patterns, and the external factors influencing these

behaviors, the research aims to uncover insights that can help Haldiram’s refine its marketing

strategies and product offerings in the region.

Consumer preferences in the snack industry are shaped by several elements such as taste,

quality, and convenience. Haldiram's reputation for offering a wide variety of tasty and high-

quality products has earned it consumer loyalty. Many consumers in Lucknow, particularly

working professionals and young adults, gravitate toward ready-to-eat products for their

convenience and time-saving benefits. Additionally, Haldiram's snacks are seen as a blend of

traditional flavors with modern packaging and marketing, appealing to both older generations

who value nostalgia and younger, more convenience-driven consumers.

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Brand perception plays a critical role in shaping purchasing decisions. Haldiram's, with its

long-standing presence in the market, is generally perceived as a reliable and trustworthy

brand. The association with quality, taste, and authenticity has reinforced its position in the

minds of consumers in Lucknow. However, the increasing competition from regional and

national snack brands, along with the growing popularity of health-conscious products, may

influence the brand's standing and need to adapt to changing market trends.

Purchasing patterns among consumers in Lucknow indicate that snacks are often bought

impulsively during shopping trips, but also as part of planned purchases for gatherings,

festivals, or celebrations. The price point, packaging size, and promotional offers

significantly affect consumer choices, as price sensitivity remains a common factor in buying

decisions.

LITERATURE REVIEW

Customer loyalty is a critical factor for maintaining long-term relationships between

customers and companies. It has been extensively recognized and studied in marketing and

service literature. According to Eshghi et al. (2007) and Heskett and Sasser (2010), customer

loyalty is a widely discussed topic, as it plays a vital role in the ongoing success of

businesses. Customer loyalty can be defined as a firm commitment to providing quality

products and services, encouraging repeat purchases. Oliver (1997) suggests that customer

loyalty reflects customer retention and increased purchasing behavior, which helps

companies address challenges in a competitive marketplace.

Customer loyalty is typically classified into three types: (a) Attitudinal loyalty, where

customers exhibit loyalty based on their preconceived perceptions of a brand; (b) Behavioral

loyalty, where loyalty emerges from past purchase experiences and interactions with the

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brand; (c) Co-determinants of brand loyalty, where loyalty is influenced or hindered by the

present state of the individual or situational factors (Jones et al., 1995).

Loyalty, according to Deng et al. (2009), has a direct positive impact on customer

satisfaction, which in turn enhances customer loyalty. Andres (2007) also emphasizes that

customer loyalty is essential for long-term success, as it is closely linked to a company's

competitive advantage in the market. In specific industries like telecom, customer loyalty is

often measured by the duration a customer stays with a particular network or service

provider.

Customer satisfaction is a crucial driver of company success. Henning-Thurau and Hanse

(2000) define customer satisfaction as the emotional response customers have towards the

performance of a product or service relative to their expectations. It can be measured through

customer loyalty and purchasing behavior (Maiyaki et al., 2011; Rizwan et al., 2013).

Customer satisfaction is achieved when a company successfully delivers the required

services, creating a positive response from customers toward the brand they use.

Fornell (1992) further describes customer satisfaction as the response customers give after

using a product or service, while Fornell and Lehmann (1994) assert that customer

satisfaction leads to lower-cost transactions in the future and bolsters customer loyalty.

Satisfied customers tend to repurchase from the brand, and their positive experiences often

lead to recommendations to others, enhancing the company’s reputation.

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 COMPANY PROFILE

Company Name:

Haldiram’s

Overview:

Haldiram’s is one of India's largest and most popular food companies, specializing in

traditional Indian snacks, sweets, and ready-to-eat foods. Founded in 1937 by Shivkishan

Agrawal in Bikaner, Rajasthan, the brand has since grown into a well-known name both in

India and internationally. Haldiram’s product range includes a variety of namkeens (savory

snacks), sweets, frozen foods, and beverages. It is recognized for maintaining high-quality

standards and offering authentic Indian flavors to its customers.

Founder:

Shivkishan Agrawal

Headquarters:

Noida, Uttar Pradesh, India

Industry:

Food and Beverages (Snacks and Sweets)

Key Products:

 Namkeens (Savory Snacks): Bhujia, Sev, Aloo Bhujia, Samosa, and more.

 Sweets: Rasgulla, Gulab Jamun, Peda, Kaju Katli, Barfi, and more.

 Ready-to-Eat Foods: Packaged products such as dal, curries, and rice.

 Frozen Foods: Samosas, Kachoris, and other frozen snacks.

 Beverages: Flavored milk, fruit juices.

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  Flours & Grains: Various types of flours and grains used for traditional Indian

cooking.

Manufacturing Facilities:

Haldiram’s operates several manufacturing facilities across India, including locations in

Bikaner, Noida, Nagpur, and Ranchi. The company uses advanced production technologies

and adheres to high standards of hygiene and food safety. These facilities are equipped to

produce a wide variety of snacks and ready-to-eat meals at scale.

Mission and Vision

Mission:

Haldiram's mission is to provide the highest quality traditional Indian snacks and sweets to its

customers, ensuring authenticity, taste, and nutritional value. The company aims to blend

age-old recipes with modern techniques to deliver products that satisfy the evolving tastes of

consumers worldwide. It focuses on maintaining consumer trust and satisfaction by

delivering superior products with a commitment to excellence, hygiene, and innovation.

Vision:

Haldiram’s vision is to become the world’s most loved brand for Indian snacks and ready-to-

eat foods. The company aspires to expand its reach globally, ensuring that consumers

worldwide can enjoy the authentic taste of Indian snacks. It aims to set industry benchmarks

in product quality, consumer experience, and sustainability, all while staying true to its rich

heritage and culture.

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OBJECTIVES OF THE STUDY

The primary objectives of this study are as follows:

• To study the consumer behaviour towards the quality, availability, price and other

aspects of various snacks brands.

• To study the level of customer satisfaction towards Haldiram Product in Lucknow

City.

• To study about consumer and retailers perception regarding Haldiram’s namkeens

and chips

• To carry out a competitive analysis of Haldiram’s Snacks vis-à-vis competitor

brands in the same segment available in Lucknow based on parameters such as

pricing, product range, packaging, profit margins to retailers, discounts and credit

policies provided to retailers.

• To know the market share of various snacks brands.

• To know the consumer preference towards various snacks brands.

RESEARCH MEHDOLOGY

The research methodology for the present study on consumer preferences towards various

snack brands, particularly Haldiram's, is systematic and follows a well-structured process.

This methodology includes a detailed description of the sources of data, sampling design, and

statistical tools used for the analysis and interpretation of the data.

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Type of Study

The research is descriptive in nature, which aims to describe the consumer behavior,

preferences, and perceptions towards different snack brands, particularly focusing on

Haldiram’s products in the Lucknow region.

Sources of Data Collection

This study relies on both primary and secondary sources of data.

1. Primary Data: Primary data refers to data collected for the first time directly from

the respondents through surveys or interviews. In this study, primary data is collected

using a questionnaire, which is designed to gather specific information about

consumer preferences, purchasing behavior, brand perception, and demographic

information.

a. Development of Questionnaire: The questionnaire is developed based on the

research objectives. It includes questions about respondents' demographic profiles and

their consumption habits, preferences, and perceptions regarding snack brands like

Haldiram’s.

b. Pre-testing of the Questionnaire: Before finalizing the questionnaire, a pre-test is

conducted with five individuals to identify any issues or ambiguities. Based on their

feedback, necessary modifications are made to ensure clarity and effectiveness.

c. Finalization of the Questionnaire: After pre-testing, the final questionnaire is

framed. Unclear or irrelevant questions are removed, and complex sentences are

simplified to ensure accurate responses.

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 d. Personal Interview and Observation: Direct personal interviews are conducted to

collect data. Respondents’ doubts are cleared during the interview, and any irrelevant

information from their responses is filtered out using observation techniques.

2. Secondary Data: Secondary data is collected from reliable sources such as books,

magazines, research reports, and published statistics. These sources help in

understanding the broader trends in consumer behavior and the snack industry in

India, contributing to the research’s foundation.

Sampling Design

Sampling is a crucial part of the research methodology, as it involves selecting a subset of

units from the population to represent the entire target group.

 Sample Size: The sample size for this study is 100 respondents, providing a

manageable yet diverse group for analysis.

 Sampling Technique: A simple random sampling technique is employed, where

each respondent from the target population has an equal chance of being selected.

This technique ensures that the sample is representative of the population, reducing

bias.

Statistical Tools for Analysis and Interpretation

Once the data is collected, it is analyzed using mathematical and statistical tools to extract

meaningful insights that align with the study’s objectives.

1. Mathematical Tools: To represent the collected data in an organized manner, simple

percentage method is used. This method is effective in calculating the proportion of

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 respondents who selected particular options or answered specific questions in a

certain way. The percentage is calculated using the formula:

Number of Responses
Percentage= ×100
Total Frequency

This allows for a clear understanding of consumer preferences and trends within the

sample group.

PROBLEM STATEMENT:
The study seeks to understand the factors that influence the buying behavior of consumers in

Lucknow when it comes to Haldiram products. With the increasing competition in the snack

and food industry, it is essential for brands like Haldiram to understand customer preferences

and behavior to tailor their marketing strategies effectively.

SCOPE OF THE STUDY:

The study will focus on the consumers of Haldiram products in Lucknow city. The scope will

cover:

 The consumer's demographic profile, such as age, gender, income, and occupation.

 The consumer’s preferences for different types of Haldiram products.

 The frequency and pattern of purchasing Haldiram products.

 The influence of cultural, social, and psychological factors on consumer behavior.

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 CHAPTERISATION

Chapter- 1 Introduction

Chapter-2 Company Profile

Chapter-3 Objectives of the study

Chappter-4 Research Methodology

 Method of data collection.

 Data Source

 Sample design

 Universe

 Sample type

 Sample size

 Sample Unit

 Statistical tools to be used

Chapter-5 Data Analysis & Interpretations

Chapter-6 Findings

Chapter-7 Suggestions/Recommendations

Chapter-8 Limitation

Chapter-8 Conclusion

Bibliography

Appendix

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 BIBLIOGRAPHY
Books:

1. Schiffman, L. G., & Kanuk, L. L. (2010). Consumer Behavior (10th ed.). Pearson
Prentice Hall.
2. Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2011). Consumer Behavior (10th
ed.). Cengage Learning.
3. Kotler, P., & Keller, K. L. (2012). Marketing Management (14th ed.). Pearson
Education.
4. Solomon, M. R. (2014). Consumer Behavior: Buying, Having, and Being (10th ed.).
Pearson.
5. Perner, L. (2010). Consumer Behavior: The Psychology of Marketing (2nd ed.).
www.consumerpsychologist.com

Websites:

1. Haldiram's Official Website:

https://www.haldirams.com
2. Statista (Consumer Behavior Data):
https://www.statista.com
3. India Brand Equity Foundation (IBEF):
https://www.ibef.org
4. Economic Times (Consumer Behavior Articles):
https://economictimes.indiatimes.com
5. ResearchGate (Research Articles on Consumer Behavior):
https://www.researchgate.net
6. Google Scholar (Consumer Behavior Studies):
https://scholar.google.com
7. Mintel (Consumer Insights):
https://www.mintel.com
8. Hindustan Times (Consumer Behavior News):
https://www.hindustantimes.com

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