A Summer Training Report

On
‘‘A STUDY ON CONSUMER PREFERENCE AND SATISFACTION
LEVEL TOWARDS HALDIRAM'S PRODUCTS WITH SPECIAL
REFERENCE TO NAGPUR CITY’’

Submitted by
Akanksha kumeriya
Enrollment No. : R2391020930046
MBA Semester - IV
(Marketing)
Batch 2022-24

ORIENTAL COLLEGE OF TECHNOLOGY

DEPARTMENT OF MBA
BARKATULLAH VISHWAVIDYALAYA, BHOPAL
Year 2023-24
 ORIENTAL COLLEGE OF TECHNOLOGY,
BHOPAL

CERTIFICATE
This is to certify that Akanksha kumeriya MBA IV Sem student of
Oriental College Of Technology entitled the project of ‘‘A STUDY ON
CONSUMER PREFERENCE AND SATISFACTION LEVEL TOWARDS
HALDIRAM'S PRODUCTS WITH SPECIAL REFERENCE TO NAGPUR
CITY’’ Which is being submitted herewith for the practice of Partial
fulfillment of Masters in Business Administration Barkatullah
Vishwavidyalaya, Bhopal for the year 2024.

It has been duly completed as record of bonafide work in practice of

Marketing, OCT Bhopal, (M.P.)

Date Guide
Prof. Anjana dubey
HOD
 ORIENTAL COLLEGE OF TECHNOLOGY,
BHOPAL

DECLARATION
I Akanksha kumeriya do hereby declare that the project entitled ‘‘A
STUDY ON CONSUMER PREFERENCE AND SATISFACTION LEVEL
TOWARDS HALDIRAM'S PRODUCTS WITH SPECIAL REFERENCE
TO NAGPUR CITY’’ is an original work carried out by me under the
guidance of Prof. S. Gupta in partial fulfillment of Master of
Business Administration during academic year, All the date
represented in this project is true and correct to the best of my
knowledge and belief. This work has not been submitted for any other
degree exam elsewhere.

Place : Bhopal Akanksha kumeriya

Date :
 ACKNOWLEDGEMENT

It gives me pleasure in expressing my heartfelt gratitude and

indebtedness for the kind blessing showered upon me by
honorable HOD of Oriental College of Technology (M.P.).

I would like to express my gratitude towards Principal (OCT),

Bhopal for their kind cooperation and encouragement which
help me to completing the project.

I am highly indebted to Prof. Smita Gupta for his/her

guidance and constant supervision as well as for providing
necessary information regarding the project and also for
support in completing the project.

I am thankful to all the faculty members of Oriental College

of Technology for their help and valuable suggestion.

Date. Akanksha kumeriya

Place. MBA IV SEM
‘‘A STUDY ON CONSUMER PREFERENCE AND
SATISFACTION LEVEL TOWARDS
HALDIRAM'S PRODUCTS WITH SPECIAL
REFERENCE TO NAGPUR CITY’’
 TABLE OF CONTENT

CHAPTER NO TOPIC PAGE NO.

I. Introduction of the study 1-12

II. Literature review 13-16

III. Research Methodology 17-20

IV. Data Analysis & Interpretation 21-42

V. Suggestions and conclusion 43-48

VI. Biliography 49-52

VII. Annexure 53-54

INTRODUCTION OF THE
TOPIC

1
 CHAPTER NO:-1

INTRODUCTION

Customer Satisfaction Survey on HALDIRAM is the working title for this

endeavour. In order to gather information for this project, I've been exploring
the company's online presence, reading blogs and visiting distributors and
retailers. The sum of all chips and namkeens sold in supermarkets,
convenience stores, specialty food stores, supermarkets, malls, big bazaars,
and other retail establishments is included. Having worked primarily in the
chips and Namkeens departments, I have collected just about everything
Haldiram's has to offer.When I looked at the chips and Namkeens sold in
stores, I noticed the following. If our product is sold there and how much it
costs. If not, we checked to see what other brands were out there. What
percentage of total sales this specific counter generates, if any. How potent is
that defense, exactly? This store has a plethora of Namkeen and chip brands
to choose from. To gauge the level of interest from retailers and customers,
we would inquire about sales volume, consumer response, and delivery once
we received our product. We talked about ourselves, our products, and the
margin difference between us and our competitors if we didn't get our
product. Next, we educated them on our product's additional features and USP
to get them ready to sell it. As a result, we expanded demand for Haldiram's
offering. After that, we examined the quantity of the competing product and
questioned its quality. We also tallied the number of competitor company
signs and Haldiram's stand in the supermarket. After all, I keep track of the
retail and dining options in Ghaziabad by compiling daily survey reports. The
gathered market data is then analysed. And then draw a conclusion based on
what you've learned from your analysis . Haldiram is a renowned Indian food
company with a rich history dating back to its establishment in 1937 by Ganga
Bishan Agarwal. This iconic brand, headquartered in Nagpur, India, has
evolved from its humble beginnings as a small sweet and namkeen shop in
Bikaner, Rajasthan. Shri Shivkisan Agarwal, the visionary founder, nurtured
the dream of creating an empire known for its traditional sweets and
namkeens, capturing the hearts of people on various occasions.Today,
Haldiram stands as one of India's most beloved brands, celebrated for its
extensive range of products, including snacks, sweets, beverages, frozen

2
foods, and more. Its success is attributed to factors like distinctive packaging,
unwavering product quality, the essence of traditional Indian flavors, and
strong brand recognition. Haldiram's journey began in 1941, and it has since
diversified into various segments, such as snack foods, syrups, biscuits, and
fast food. Notably, it dominates the namkeen market, commanding an
impressive 70% share. While the company has ventured into multiple
industries, this project primarily focuses on studying Haldiram's namkeen
division, with brief mentions of its other endeavors.Haldiram's extensive
product lineup includes namkeens, sweets, sharbat, bakery items, dairy
products, chips, papad, and ice creams. Of these, namkeens hold a pivotal
position, contributing nearly 60% of the company's total revenues. . In today's
fiercely competitive market, understanding consumer preferences and
satisfaction levels is crucial for businesses to thrive. This is particularly
pertinent in the food industry, where consumer tastes and satisfaction
significantly impact market dynamics. Haldiram's, a leading name in the
Indian food industry, has garnered widespread acclaim for its diverse range
of quality products. However, amidst a plethora of choices available to
consumers, comprehending their preferences and satisfaction levels towards
Haldiram's products becomes imperative.
The primary objective of this research is to delve into the nuances of
consumer preferences and satisfaction levels concerning Haldiram's products
within the context of nagpur city. By scrutinizing various factors including
taste, quality, packaging, pricing, and brand perception, this study aims to
provide invaluable insights into consumer behavior patterns and their impact
on Haldiram's market standing in nagpur.
The company's success in the namkeen market is attributed to its
commitment to using high-quality raw materials sourced from across India.
In the dynamic landscape of the Indian food industry, companies like
Haldiram continually adapt to changing consumer preferences, striving to
innovate and reinvent themselves to remain competitive. This project delves
into the thriving world of Haldiram's namkeen division, shedding light on its
remarkable journey in the ever-evolving Indian food industry.

3
Consumer Preferences: What are the preferred products among Haldiram's
offerings in Indore city? Are there discernible trends or variations in
consumer preferences across different demographics?
Satisfaction Levels: How satisfied are consumers with the quality, pricing,
packaging, and overall experience of Haldiram's products? Are there any
areas where improvements are warranted?

Influencing Factors: What factors influence consumer preferences and

satisfaction levels towards Haldiram's products? Are there external variables
such as brand perception, advertising, or social influences that play a
significant role?

Geographic Dynamics: How do consumer preferences and satisfaction

levels vary within different areas of Nagpur city? Are there localized
preferences or trends that warrant attention?

By addressing these questions, this study endeavors to provide valuable

insights that can aid Haldiram's and other businesses in refining their product
offerings, marketing strategies, and customer engagement initiatives.
Ultimately, the findings of this study aim to contribute to the enhancement of
consumer experiences and the sustainable growth of businesses in the
competitive food industry landscape.

4
 Background of the study

Someone who buys from us is not an outsider. He is unquestionably a

component of it. A customer does not constitute a disruption to our
operations. He is the reason why we do it. When a customer accepts our
services, he or she is actually doing us a favour. We're actually doing him a
disservice. A customer is not just another number; he is a living, breathing
human being with thoughts and feelings just like our own. A customer is not
an opponent in a game of wits. He should be treated with respect and courtesy.
A client does not have to rely on us. He is crucial to our survival. A shopper
brings us his needs. It is our responsibility to ensure that he and we both
benefit from our dealings with them. Whether we're truck drivers, factory
workers, or office workers, it's the customer's business that allows us to get
paid. According to these definitions, a customer need not be a current buyer
to be considered a customer. Customers can be broken down into three
distinct categories: Customers who have used a company's products or
services previously are considered "existing customers," and this usage is
often time-bound. Customers who have already done business with a
company and who provide ongoing value are the most valuable of the three
types of clients: existing, potential, and lapsed. Since these customers already
know and (ideally) trust the marketer, they should be easy to reach with
promotional appeals, and if managed properly, they should be more likely to
make additional purchases. People who have previously interacted with the
marketing company, usually by making a purchase, are considered former
customers. As a result of the customer's lack of recent purchases or other
factors, the marketer no longer considers the customer to be an Existing
Customer. Whether or not the previous relationship was satisfying for either
the customer or the marketer will determine the group's worth. Customers
who haven't made a purchase yet but who meet the marketer's criteria for
Ideal Customers are classified as Potential Customers. Having a requirement
for a product, having the means to buy, and having the authority to make a
purchasing decision are all necessary conditions for a person to be considered
a customer. For two reasons, prospecting for new clients is an ongoing
activity.

5
 1.2 OBJECTIVES OF THE STUDY

1 To understand customer awareness about Haldiram's products.

2 To know the satisfaction level of consumers towards Haldiram's '

products.

3 Assess the overall consumer preference for Haldiram's products in

Nagpur city, considering factors such as taste, variety, and brand loyalty.

4 Measure and analyse the satisfaction levels of consumers with Haldiram's

products in Nagpur, focusing on aspects like product quality, packaging,
and pricing.

5 Investigate the influence of promotional activities on consumer choices

and satisfaction with Haldiram's products in the specified market.

6 Examine the impact of demographic variables, such as age, income, and

lifestyle, on consumer preferences and satisfaction towards Haldiram's
products in Nagpur.

7 Provide strategic recommendations based on the study's findings to

enhance consumer satisfaction and improve market positioning for
Haldiram's products in Nagpur city.

6
 1.3 SCOPE OF THE STUDY :

The proposed study aims to explore consumer preferences and satisfaction

levels regarding Haldiram's products, with a specific focus on Nagpur city.
The proposed study, "A Study on Consumer Preference and Satisfaction
Level Towards Haldiram's Products with Special Reference to Nagpur City,"
is centered around investigating the choices and contentment of consumers in
Nagpur regarding Haldiram's product range. In the vibrant and diverse food
culture of Nagpur, understanding consumer preferences and their level of
satisfaction with Haldiram's offerings is a critical area of exploration.

This research will employ a comprehensive approach to gather and analyze

data, including surveys, interviews, and data analysis. The primary objectives
are to determine which Haldiram's products are favored by consumers in
Nagpur, why they make these choices, and how satisfied they are with various
aspects of these products, such as quality, taste, packaging, and pricing.

By focusing on the unique Nagpur market, this study will not only benefit
Haldiram's by guiding product development and marketing strategies but also
provide valuable insights for consumers in making informed choices. It also
serves as a reference for similar studies in diverse food cultures, contributing
to the broader understanding of consumer preferences and satisfaction in the
context of regional food markets.

7
 1.4 Company Profile
Haldiram's is a prominent and well-established Indian food company renowned
for its delectable range of snacks, sweets, and ready-to-eat food products.
Founded in 1937 in Bikaner, Rajasthan, by Shri Ganga Bhishen Agarwal, the
company has grown exponentially to become a household name in India and
around the world. Haldiram's is synonymous with quality, authenticity, and a
diverse culinary experience deeply rooted in traditional Indian flavors.
The company's journey began with a small sweets and namkeen shop in Bikaner,
and over the decades, it has transformed into a multi-dimensional enterprise.
Haldiram's product range is extensive, encompassing a wide array of snacks such
as bhujia, namkeen, chips, and a variety of sweets like rasgulla, gulab jamun, and
soan papdi. These products have not only captured the hearts and taste buds of
Indians but have also found a global following due to their deliciousness and
high-quality ingredients.

A total of 50 tonnes of namkeens (56 varieties), 20 tonnes of chips, papad

(7 varieties), and fun food, and 5 tonnes of tinned sweets (12 varieties) and
soan papdi are produced each day at its four plants in and around Delhi.
We'll be able to expand our current offerings and launch brand-new
products thanks to the addition of two new factories. The company has
been working to standardise Indian cuisine for over 60 years. It has not
been easy, as the people of India have very distinct palates. The brand's
name, however, has since become internationally recognised as a symbol
of quality and excellence, not just in India.

8
The story of Haldiram's phenomenal success can be traced back to the company's
forward thinking decision to expand its product offerings to include fresh,
homemade versions of traditional dishes. They proved that people in India are
willing to pay more for a Western take on packaged food, and they did so in the
context of the traditionally female-dominated Indian Household Kitchen
category. It has also made a sizable investment in a state-of-the-art processing
and packaging unit, which allows it to successfully combine heritage with
modernity.
This is why our product can be found on any store's shelf and still hold its own.
The Supply Chain is also efficiently managed by a robust network of C&F,
Distributors, Wholesalers, and Retailers, allowing the product to reach even the
smallest town in the country. Haldiram's is committed to maintaining stringent
quality standards. The ingredients used in their products are carefully sourced and
processed in state-of-the-art facilities to ensure the utmost quality and freshness.
This dedication to quality has earned the trust of millions of consumers over the
years.
In addition to its retail offerings, Haldiram's has ventured into the restaurant
business, operating a chain of restaurants and quick-service outlets. These
establishments provide customers with a diverse menu of Indian dishes, ranging
from traditional snacks to fullfledged meals. This diversification allows the
company to cater to a wider audience and showcase the rich tapestry of Indian
cuisine.
Haldiram's global footprint is impressive, with a presence in numerous countries,
including the United States, the United Kingdom, Canada, Australia, and the
Middle East. This expansion is driven by the desire to serve not only the Indian
diaspora but also local consumers who have developed a taste for authentic Indian
snacks and sweets. Haldiram's has successfully adapted its offerings to suit the
preferences of different markets while maintaining its core values of quality and
flavor.

9
 History and Evolution

Haldiram's, which has become an iconic brand all over India and among the NRIs,
started small with a shop in Bikaner in 1937. Ganga Bhishen Agarwal, fondly
called Haldiram by her mother, got to know the recipe from his aunt who used to
make a thick and soft prototype of the current snack known as Bikaneri bhujia .
The journey of Haldiram's began in 1937 when Shri Ganga Bishan Agrawal laid
the foundation of a small sweets shop in Bikaner, Rajasthan. Initially named
'Haldiram Bhujiawala,' the shop gained recognition for its authentic sweets and
savory snacks. In the 1980s, Haldiram's expanded its operations by establishing
modern manufacturing facilities and diversifying its product range to include
namkeens (savory snacks), sweets, and ready-to eat meals.

10
 1.5 Industry Profile

Haldiram's operates in the thriving food and beverage industry, with a specific
focus on the snacks and sweets segment. This sector is a crucial part of India's
culinary heritage and plays a vital role in the country's food culture. The Indian
snacks and sweets industry is marked by its diversity and competitiveness. It
boasts a plethora of regional and national players, each with its own unique
offerings and flavors. Traditional Indian snacks and sweets occupy a special place
in the hearts and households of the country's people. They are integral to
celebrations, festivals, and are also enjoyed as everyday snacks. In recent years,
the industry has witnessed significant transformations. With health consciousness
on the rise, there is a growing demand for healthier and innovative snack options.
Consumers are seeking products that are not only tasty but also align with their
dietary preferences. Haldiram's has successfully navigated this evolving
landscape by introducing variants of its products that cater to the changing tastes
of consumers. From low-fat options to snacks with reduced sugar content, the
company has adapted while preserving the authentic flavors that make its
products unique. Haldiram's success can be attributed to its ability to strike a
balance between tradition and modernity. While it cherishes the time-honored
recipes and flavors that have made it famous, the company is also adept at
packaging and marketing its products in a contemporary and appealing manner.

11
Market Presence:
Haldiram's commands a significant share of the Indian snack market, catering to
the diverse tastes and preferences of consumers. With a vast distribution network
comprising retail outlets, supermarkets, and online channels, Haldiram's products
are readily available to consumers across urban and rural areas. Furthermore, the
brand has successfully penetrated international markets, capitalizing on the
growing demand for Indian snacks and ethnic foods worldwide.

Product Portfolio:
Haldiram's offers an extensive range of products catering to different consumer
segments. Its product portfolio includes traditional namkeens such as bhujia,
sev, and chana chor garam, as well as modern variants like diet snacks and
flavored nuts. Additionally, the brand offers a diverse selection of sweets,
ranging from classic delicacies like rasgulla and gulab jamun to contemporary
desserts infused with innovative flavors. Haldiram's ready-to-eat meals, frozen
foods, and packaged sweets further enhance its appeal among consumers
seeking convenience without compromising on taste.
Competitive Landscape:
The Indian snack industry is highly competitive, with several players vying for
market share. While Haldiram's faces competition from both domestic and
international brands, its strong brand equity, extensive distribution network, and
diverse product range give it a competitive edge. The brand's ability to adapt to
changing consumer preferences, introduce new flavors and variants, and
maintain consistent quality has helped it maintain its leadership position in the
market.
Marketing Strategies:
Haldiram's employs a multi-faceted marketing approach to promote its products
and engage with consumers. The brand leverages traditional advertising
channels such as television, print, and outdoor media to reach a wide audience.
Additionally, Haldiram's actively engages with consumers on digital platforms
through social media campaigns, online promotions, and e-commerce
initiatives. The brand also organizes events, tastings, and samplings to create
experiential marketing opportunities and strengthen brand loyalty.

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 CHAPTER - II :
LITERATURE REVIEW

13
 LITERATURE REVIEW

o Rani, N. M.. Manchanda, M. S., Mahnani, M. S., & Shekhawat, T. S.

(2019) A Study On Consumer Preference And Perception Regarding Snack
Products With Specific Reference To Haldiram's. The present study
attempts to capture consumer The preference regarding ready to cat snack
items and their perceptions regarding Haldiram's range ready to eat smack
items The major findings include that the majority of consumers consume
Haldiram's products for over 3 years, many of them find the products have
significantly been improved over a period of time.
o Ahmed, J. U., Ahmed, A., Talukder, N., Sultana, L, & Anika, F. H.
(2020) Haldiram's in India. A leading player in the snacks industry,
Haldiram's, an already prevalent name in India, has been catering for the
needs of the evolving consumer demand patterns since 1937. This case
starts with a description of India's nacks market and Haldiram's standing as
a company with dominant market share. As Indians are getting introduced
to new global delicacies and flavours, their taste buds are changing, and a
certain group of consumers are shifting towards healthy snacking options.
o Khedkar, R. (2023) Traditional Food Adjuncts: Sustainable and Healthy
Option for Functional Foods. In the era of functional foods, the knowledge
of the medicinal benefits of the food adjuncts can encourage the
entrepreneurs to position the products in the global market with their
functional benefits.

o K.R. Srinivasan & T.P. Ramprasad (2021) In modern era everyone in

the family exposed to western culture they prefer to order foods from
favourite restaurants through online applications like swiggy, Zomato,
food panda etc., Generally, people consume food from hotels which takes
a lot of time for it delivery. The time factor will be more when people going
to restaurants and buy foods and cost will also be more. This study is
conducted to study the consumer satisfaction towards online food ordering
using online applications, how it bridges the gap between the consumer and
the hotels. In this study an attempt has been made to analyse the factors
influencing consumers to buy food through food ordering applications and
their satisfaction level towards those applications. Sample of 45 has been
selected on the basis of simple random sampling.

14
Jameslyn Vithya & A. I Auxilia Felicitas (2021) Food ordering apps is a web
and mobile-based application that allows users to order food from local
restaurants and get delivery services. They provide lot of facilities to attract
customers such as customers have variety of options to choose from, the
customers get the best prices for the food, the customers can order at our
convenience and our preferred time, they don't want to stand in lines and also get
fast delivery etc.
P Shandini & N Ramani(2021) The organic farming sector in
developing countries is still diminutive. However, the traditional practice
of organic farming by the indigenous farmers is an advantage that would
help India to become a global market leader in this sector. India has the
potential to emerge as a major exporter of organic produce Organic
products mature without the use of fertilizers,

J. Duraichamy & T.T. Karthik (2021) In developing countries like

India both men and women are working for survival, in this tight
schedule, packaged instant foods make their cooking process easy and
saves time. Packaged instant food products simplify the cooking process
and speed ups the cooking. Nowadays, every supermarket shelf is filled
with instant food products.

G. Velammal Selvi & K. Sheik Mydeen (2019) India is the 2nd largest
oil refiner in Asia as of September 2018. Gas is one of the oil refining
product which plays a vital role among the persons specifically home
makers who preferably use this in their day to day life.

Kotler and Keller's (2012) Research and marketing professionals have

studied consumer behaviour extensively over the years and continue to
do so today. There are a variety of reasons why consumer behaviour has
attracted the attention of academics and researchers. One popular theory
holds that knowledge of customer preferences now has a significant
bearing on a company's bottom line.

15
Deliya & Parmar, (2012) in their research paper discussed about
packaging, according to them package attracts consumer's attention to
particular brand, enhances its image, and influences consumer's perceptions
about product. Also package imparts unique value to products, works as a
tool for differentiation, i.e. helps consumers to choose the product from
wide range of similar products, and stimulates customers buying behavior.
Thus package performs an important role in marketing communications and
could be treated as one of the most important factors influencing consumer's
purchase of package, its elements and their impact on consumer's buying
behavior became a relevant issue.

(Leila Haghshenas, 2013) Consumer behavior is a process. Consumer

behavior included a series of activities (selection, purchase,consumption,
etc.) during the purchase and after the purchase is going as continuous
process.

(Yakup & Jablonsk, 2012) The task of marketing is to identify consumers' needs
and wants accurately, then to develop productsand services that will satisfy them.
For marketing to be successful, it is not sufficient to merely discover what
customers require, but to find out why it is required.

16
 CHAPTER - III :
RESEARCH METHODOLOGY

17
 RESEARCH METHODOLOGY

Type of Research: The Study is descriptive in nature and based on survey method
as it is associated

The methodology for this study on consumer preference and satisfaction

towards Haldiram's products in Nagpur city involves several key steps.

1. Research Design:
The study will employ a descriptive research design to investigate consumer
preferences and satisfaction levels towards Haldiram's products.
A cross-sectional approach will be utilized to collect data at a single point in time.

18
2. Sampling Technique:
- The target population will consist of consumers residing in Nagpur city
who have purchased Haldiram's products.
- Convenience sampling will be used to select respondents due to ease of
access and time constraints.
- The sample size will be determined based on the feasibility of data
collection within the study's timeframe.

3. Data Collection:
- Primary data will be collected through structured surveys
administered to consumers at various locations across Nagpur city.
- The survey questionnaire will include items addressing consumer
preferences, satisfaction levels, demographics, and factors influencing
purchasing decisions regarding Haldiram's products.

4. Variables:
- The dependent variable will be consumer satisfaction level towards
Haldiram's products.
- Independent variables will include factors such as product quality, price,
brand perception, packaging, and advertisement.

5. Regression Analysis:
- Multiple regression analysis will be employed to examine the
relationship between consumer satisfaction (dependent variable) and
independent variables.
- The regression model will help identify significant predictors of
consumer satisfaction and quantify their impact.

19
6. Data Analysis:
- Data collected through surveys will be coded and entered into statistical
software for analysis.
- Descriptive statistics will be used to summarize demographic
characteristics and consumer preferences.
- Regression analysis will be conducted to assess the strength and
direction of relationships between variables.

7. Ethical Considerations:
- Informed consent will be obtained from participants prior to data collection.

- Confidentiality of respondents' information will be ensured, and data will be

used solely for research purposes.

8. Limitations:
- The study's findings may be limited by the use of convenience sampling,
which may not represent the entire population of Nagpur city.
- The cross-sectional design may restrict the ability to establish causality
between variables.

The research methodology outlined above will provide insights into

consumer preferences and satisfaction levels towards Haldiram's
products in Nagpur city, facilitating informed decision-making for the
company. This comprehensive methodology will guide the data
collection and analysis process, enabling the study to fulfill its
objectives effectively.

20
 CHAPTER NO:-4

DATA ANALYSIS AND

INTERPRETATION

21
 REGRESSION ANALYSIS
:
Hypothesis Formulation:
Null (H0) : The coefficient of X is equal to zero. This implies that there is no
linear relationship between X and Y.
Alternate (H1): The coefficient of X is not equal to zero. This implies that
there is a linear relationship between X and Y.
The p-value associated with the coefficient of X in your output is used to
determine whether to reject the null hypothesis. If the p-value is less than
a chosen significance level (e.g., 0.05), then we reject the null hypothesis
in favor of the alternative, concluding that there is a significant linear
relationship between X and Y. Otherwise, if the p-value is greater than the
chosen significance level, we fail to reject the null hypothesis, indicating
that there is not enough evidence to conclude a significant linear
relationship between X and Y.

Standard Lower Upper Lower Upper

Coefficients Error t Stat P-value 95% 95% 95.0% 95.0%
Intercept 1.824264 0.289742 6.296156 8.64E-09 1.249279 2.399248 1.249279 2.399248
4 0.525462 0.073031 7.19501 1.27E-10 0.380533 0.67039 0.380533 0.67039

• Interpretation: Intercept: The intercept term is estimated to be

approximately 1.82 with a standard error of about 0.29. The t-statistic
is 6.30, indicating its significance. The p-value is extremely small
(8.64E-09), suggesting that the intercept is significantly different from
zero. The 95% confidence interval for the intercept is [1.25, 2.40].

22
 • Variable "4": The coefficient associated with "4" is estimated to be
approximately 0.53 with a standard error of about 0.07. The t-statistic
is 7.20, indicating its significance. The p-value is very small (1.27E-
10), indicating that the coefficient is significantly different from zero.
The 95% confidence interval for this coefficient is [0.38, 0.67].

Hypothesis Formulation:2
Null (H0) : The coefficient associated with variable "3" is equal to zero.
• Alternate (H1): The coefficient associated with variable "3" is not equal
to zero

Standard Lower Upper Lower Upper

Coefficients Error t Stat P-value 95% 95% 95.0% 95.0%
Intercept 0.735574 0.237413 3.098291 0.00254 0.264436 1.206711 0.264436 1.206711
3 0.768336 0.061567 12.47966 5.8E-22 0.646158 0.890514 0.646158 0.890514

• Interpretation:
• The intercept is estimated to be approximately 0.74 with a standard
error of about 0.24.
• It is statistically significant, as indicated by a t-statistic of 3.10 and a p-
value of 0.00254.
• The 95% confidence interval for the intercept is [0.26, 1.21], indicating
where we expect the true value to lie with 95% certainty.
• Variable "3":
• The coefficient for variable "3" is estimated to be approximately 0.77
with a standard error of about 0.06.
• It is highly statistically significant, with a t-statistic of 12.48 and an
extremely small p-value (5.8E-22).

23
 • The 95% confidence interval for the coefficient of "3" is [0.65, 0.89],
suggesting the range within which the true coefficient is likely to fall.

Hypothesis Formulation: 3
Null (H0) : There is no relationship between the independent variable (5) and
the dependent variable.
Alternate (H1): There is a relationship between the independent variable (5)
and the dependent variable.

Standard Lower Upper Lower Upper

Coefficients Error t Stat P-value 95% 95% 95.0% 95.0%

Intercept 3.306542938 0.39638181 8.341813 4.71E-13 2.519936 4.09315 2.519936 4.09315

5 0.130544196 0.100486778 1.299118 0.196952 -0.06887 0.329957 -0.06887 0.329957

Interpretation: The intercept is approximately 3.31 with a statistically

significant pvalue (4.71E-13), indicating that the predicted value of the
dependent variable is significantly different from zero when the
independent variable is zero.
The coefficient for the independent variable (5) is approximately 0.13, but
it is not statistically significant (p = 0.197), suggesting that there is not
enough evidence to conclude that this variable has a significant linear
relationship with the dependent variable.

24
 Hypothesis Formulation: 4
Null (H0) : The coefficient of the independent variable (4) is equal to zero.
Alternate (H1): The coefficient of the independent variable (4) is not equal to
zero.
This hypothesis testing is to determine whether the independent variable
(4) has a significant impact on the dependent variable. The p-value
associated with the coefficient will indicate whether we reject the null
hypothesis or not. If the p-value is less than a chosen significance level
(often 0.05), we would reject the null hypothesis and conclude that there is
evidence of a significant relationship between the independent variable and
the dependent variable

Standard Lower Upper Lower Upper

Coefficients Error t Stat P-value 95% 95% 95.0% 95.0%
Intercept 0.826209 0.373997 2.209133 0.029495 0.084024 1.568394 0.084024 1.568394
4 0.631327 0.094812 6.658726 1.61E-09 0.443176 0.819479 0.443176 0.819479

Interpretation:
The intercept is approximately 0.83 with a statistically significant p-value
(0.029), indicating that the predicted value of the dependent variable is
significantly different from zero when the independent variable is zero.
The coefficient for the independent variable (4) is approximately 0.63, and
it is highly statistically significant (p < 0.001), suggesting a strong linear
relationship between this independent variable and the dependent variable.

25
 Hypothesis Formulation: 5
Null Hypothesis (H0): The coefficient of the independent variable (4) is equal
to zero.
Alternate Hypothesis (H1): The coefficient of the independent variable (4)
is not equal to zero.
In simpler terms:

H0: β1 = 0 (where β1 is the coefficient of the independent variable 4)

H1: β1 ≠ 0
This hypothesis testing is to determine whether the independent variable
(4) has a significant impact on the dependent variable. The p-value
associated with the coefficient will indicate whether we reject the null
hypothesis or not. If the p-value is less than a chosen significance level
(often 0.05), we would reject the null hypothesis and conclude that there is
evidence of a significant relationship between the independent variable and
the dependent variable.

Standard Lower Upper Lower Upper

Coefficients Error t Stat P-value 95% 95% 95.0% 95.0%
Intercept 1.575387 0.30232 5.210994 1.04E-06 0.975443 2.175331 0.975443 2.175331
4 0.554418 0.076202 7.275675 8.6E-11 0.403199 0.705638 0.403199 0.705638

Interpretation:

26
The intercept is approximately 1.58 with a statistically significant p-value
(1.04E-06), indicating that the predicted value of the dependent variable is
significantly different from zero when the independent variable is zero.
The coefficient for the independent variable (4) is approximately 0.55, and
it is highly statistically significant (p < 0.001), suggesting a strong linear
relationship between this independent variable and the dependent variable.

PERCENTAGE ANALYSIS
Do you know about the company named Haldiram ?
DO you know about the company named Haldiram ? Percentage

Yes 98%
No 02%
Total 100%

Pie – Chart

27
INTERPRETATION: The interpretation of the percentage analysis and pie
chart regarding familiarity with the company named Haldiram is as
follows: The overwhelming majority of respondents, 98%, are aware of the
company Haldiram, while only a very small proportion, 2%, are not. This
indicates that Haldiram enjoys widespread recognition or awareness
among the surveyed population. The pie chart visually reinforces this point,
with a large portion of the chart filled by the "Yes" category, representing
those familiar with Haldiram, and a much smaller portion dedicated to the
"No" category. Overall, the data suggests that Haldiram is a wellknown
company among the surveyed audience.

Are you satisfied by the current product line or the menu at Haldiram?

Are you satisfied by the current product line or Percentage

the menu at Haldiram?

Yes 91%
No 09%
Total 100%

Pie - Chart

28
INTERPRETATION: The data shows that a significant majority, 91%, of
respondents are satisfied with the current product line or menu at Haldiram
, while a smaller proportion, 9%, are not satisfied. This indicates a high
level of contentment among the surveyed population with the offerings
provided by Haldiram . The pie chart visually illustrates this, with a large
portion dedicated to the "Yes" category, representing satisfaction, and a
smaller portion allocated to the "No" category. Overall, the data suggests
that the majority of individuals surveyed find the product line or menu at
Haldiram to be satisfactory.

Can you differentiate Haldiram's products from other brands just by

looks?

Can you differentiate Haldiram's products from other brands Percentage

just by looks?
Yes 73%
No 27%
Total 100%

Pie - Chart

INTERPRETATION: The data indicates that a majority, 73%, of

respondents believe they can differentiate Haldiram's products from other
brands just by looks, while a minority, 27%, do not share this confidence.
This suggests that a significant portion of the surveyed population feels that

29
Haldiram's products have distinct visual characteristics that set them apart
from those of other brands. The pie chart visually represents this, with a
larger portion allocated to the "Yes" category, indicating those who feel
they can differentiate Haldiram's products, and a smaller portion dedicated
to the "No" category. Overall, the data suggests that a considerable number
of individuals perceive Haldiram's products as visually distinctive
compared to products from other brands.

Do you remember the Logo of the Brand?

Do you remember the Logo of the Brand? Percentage

Yes 78%
No 22%
Total 100%

Pie - Chart

INTERPRETATION: The data indicates that a majority, 73%, of

respondents believe they can differentiate Haldiram's products from other
brands just by looks, while a minority, 27%, do not share this confidence.
This suggests that a significant portion of the surveyed population feels

30
that Haldiram's products have distinct visual characteristics that set them
apart from those of other brands. The pie chart visually represents this,
with a larger portion allocated to the "Yes" category, indicating those who
feel they can differentiate Haldiram's products, and a smaller portion
dedicated to the "No" category. Overall, the data suggests that a
considerable number of individuals perceive Haldiram's products as
visually distinctive compared to products from other brands.

31
 Would you like to try Haldiram's products if not used before?

Would you like to try Haldiram's products if not used before? Percentage
Yes 92%
No 08%
Total 100%

Pie - Chart

INTERPRETATION: The data demonstrates a strong inclination among

respondents to try Haldiram's products if they haven't experienced them
previously. A significant majority, 91.9%, express an interest in trying
Haldiram's offerings, while a smaller proportion, 8.1%, indicate a lack of
interest. This suggests a high level of curiosity and positive anticipation
among the surveyed population regarding Haldiram's products. The pie
chart visually reinforces this finding, with a large portion representing
those willing to try Haldiram's products and a smaller portion representing
those who are not. Overall, the data suggests a favorable outlook towards
Haldiram's products among potential consumers.

32
From Where did you know about Haldiram product?

From Where did you know about Haldiram product? Percentage

Family 27%
Friends 35%
Print media 07%
Social media 27%
Events 04%
Total 100%

INTERPRETATION- The interpretation of the data indicates that Haldiram

products are primarily discovered through personal networks, with friends
(35%) and family (27%) being the main sources of introduction. Social
media (27%) also plays a significant role in brand awareness, while print
media (7%) and events (4%) have comparatively lesser impact in spreading
awareness about Haldiram products. Overall, personal recommendations
and digital channels are key drivers of brand discovery for Haldiram.

33
Have you ever tried any Haldiram's product? If yes, which product have you
tried?

Have you ever tried any Haldiram's product? If Percentage

yes, which product have you tried?

Dry fruits 07%

Bakery products 12%
Snacks 56%
Beavrages 06%
Sweets 19%
Total 100%

INTERPRETATION- The interpretation of the data suggests that a majority

of respondents (55%) have tried Haldiram's snacks, indicating a strong preference
for this category among consumers. Additionally, a significant portion of
individuals have also sampled Haldiram's sweets (19.2%) and bakery products
(12.1%). Smaller percentages of respondents have tried Haldiram's beverages
(6.1%) and dry fruits (7.1%). Overall, the data highlights the popularity of
Haldiram's snacks, followed by sweets and bakery products, among consumers
who have sampled their products.

34
Test of the product

Particular No of respondents Percentage

1 09 09%
2 09 09%
3 14 14%
4 33 33%
5 35 35%
Total 100 100%

INTERPRETATION: The interpretation of the data indicates that the

product received varying degrees of feedback from respondents:
• 35% of respondents rated the product as a 5, indicating a very positive opinion.
• 33% of respondents rated the product as a 4, suggesting a positive opinion.
• 14% of respondents rated the product as a 3, reflecting a neutral stance.
• 9% of respondents rated the product as a 2, signaling a somewhat negative
opinion.
• Another 9% of respondents rated the product as a 1, representing a very
negative opinion.
Overall, the majority of respondents (68%) rated the product positively (4 or
5), while 23% provided neutral ratings (3) and 18% expressed negative
opinions (1 or 2).

35
Packaging of the product

Particular No of respondents Percentage

1 09 09%
2 11 11%
3 15 15%
4 28 28%
5 37 37%
Total 100 100%

INTERPRETATION:
The data on the packaging of the product indicates that it received
predominantly positive feedback, with 65% of respondents rating it as a 4
or 5. Only a minority expressed dissatisfaction, with 20% providing ratings
of 2 or below. Overall, the packaging was generally well-received by the
majority of respondents.

36
Product appeal

Particular No of respondents Percentage

1 8 8%
2 13 13%
3 21 21%
4 32 32%
5 26 26%
Total 100 100%

INTERPRETATION: The data on product appeal indicates that a significant

portion of respondents found the product appealing:
- 32% rated the product as a 4, indicating a considerable level of appeal.

- 25% rated it as a 5, reflecting a very high level of appeal.

Together, these ratings represent 57% of the total responses, indicating that a
majority of respondents viewed the product positively in terms of appeal.
Meanwhile, 21% rated the appeal neutrally (as a 3), while 29% expressed
varying degrees of dissatisfaction, with 13% rating it as a 2 and 8% as a 1.
In summary, the product generally garnered positive feedback in terms of
appeal from the majority of respondents, with a smaller portion expressing
neutral or negative opinions.

37
Market approach of the brand

Particular No of respondents Percentage

1 06 06%
2 12 12%
3 14 14%
4 36 36%
5 32 32%
Total 100 100%

INTERPRETATION: The data on the market approach of the brand

indicates that the majority of respondents perceive it positively, with 68%
rating it as a 4 or 5. Meanwhile, 14% gave it a neutral rating (3), and 18%
expressed dissatisfaction with ratings of 1 or 2. Overall, the brand's market
approach received predominantly favorable feedback from respondents.

38
How Frequently do you use the products by Haldiram's?

Particular No of respondents Percentage

1 13 13%
2 21 21%
3 24 24%
4 17 17%
5 25 25%
Total 100 100%

INTERPRETATION: The data suggests that Haldiram's products are

used with varying frequencies among respondents. A quarter of
respondents (25%) reported using them very frequently (rating 5), while
another quarter (24%) stated moderate usage (rating 3). About a fifth (21%)
use them quite frequently (rating 2), and 17% use them infrequently (rating
4). Thirteen percent rarely use Haldiram's products (rating 1). Overall, the
majority of respondents use Haldiram's products with moderate to very
frequent frequency, indicating a significant consumer base with regular
engagement.
How do u rate Haldiram compared to other companies?

Particular No of respondents Percentage

1 07 07%
2 10 10%
3 21 21%
4 34 34%
5 28 28%
Total 100 100%

INTERPRETATION: The data suggests that respondents generally view

Haldiram favorably compared to other companies. Thirty-four percent
rated Haldiram as a 4, indicating a positive perception, while 28% rated it
as a 5, showing high regard. However, 21% gave it a neutral rating (3), and
a combined 17% rated it below average (2 or 1), indicating room for
improvement. Overall, while Haldiram enjoys a positive reputation among
respondents, there are opportunities to address concerns and enhance its
competitive position further.

40
How do you rate haldiram products quality as compare to other
company products as of its competitors ?

Particular No of respondents Percentage

1 04 04%
2 09 09%
3 24 24%
4 29 29%
5 34 34%
Total 100 100%

INTERPRETATION: The data suggests that respondents generally

perceive Haldiram's product quality positively compared to its competitors.
A significant portion, 34%, rated Haldiram's product quality as a 5,
indicating a high regard for its quality. Additionally, 28% rated it as a 4,
further underscoring the positive perception. Together, these ratings
represent a majority (62%) of respondents who view Haldiram's product
quality favorably. However, 24% rated it as a 3, suggesting a neutral
stance, and a smaller percentage (13%) provided ratings of 2 or 1,
indicating room for improvement or dissatisfaction. Overall, while
Haldiram's products are generally well-regarded in terms of quality, there's
an opportunity to address the concerns of those who provided lower
ratings.
 How do you rate Haldiram's products prices as compare to other
company products as of its competitors ?

Particular No of respondents Percentage

1 08 08%
2 12 12%
3 22 22%
4 33 33%
5 25 25%
Total 100 100%

INTERPRETATION: The data indicates that respondents generally perceive

Haldiram's product prices favorably compared to its competitors. A significant
majority, 62% (28% rated as 4 and 34% rated as 5), view Haldiram's prices
positively, suggesting they find them reasonable or competitive. However, 24% rated
them neutrally (3), indicating some ambiguity or mixed perceptions. Meanwhile, only
a combined 13% (9% rated as 2 and 4% rated as 1) viewed Haldiram's prices
negatively, suggesting room for improvement in price competitiveness for a minority
of respondents. Overall, the majority of respondents consider Haldiram's product
prices to be competitive or reasonable compared to its competitors, although there's
an opportunity to address concerns or perceptions of pricing ambiguity among some
consumers.

42
 CHAPTER – V :
Suggestions & Conclusions
 Suggestion
In the study on consumer preference and satisfaction towards Haldiram's
products in Nagpur City, it was found that Haldiram's enjoys widespread
popularity among consumers. Through a mixed-method approach
involving surveys and interviews, it was revealed that factors such as taste,
quality, variety, and brand reputation significantly influence consumer
preferences. The availability of both traditional and innovative products
caters to diverse consumer tastes, contributing to the brand's appeal.
Overall, consumers expressed high levels of satisfaction with Haldiram's
products, citing aspects such as taste, freshness, packaging, and value for
money. The brand's strong reputation for quality and authenticity plays a
pivotal role in driving consumer satisfaction and loyalty. However, some
respondents noted occasional issues such as inconsistent product quality or
availability, suggesting areas for improvement. The study underscores the
importance of maintaining consistent quality across all products,
addressing issues related to product availability or distribution, and
periodically introducing new flavors or varieties to meet evolving
consumer preferences. Additionally, efforts to enhance brand visibility and
engage with consumers through promotional activities and social media
can further strengthen brand loyalty and attract new customers. In
conclusion, the study emphasizes the significance of understanding
consumer preferences and satisfaction levels in shaping marketing
strategies and product development initiatives for Haldiram's in Nagpur
City. By continuously monitoring consumer feedback and adapting to
changing market dynamics, Haldiram's can solidify its position as a
preferred choice among consumers in the region.

44
 Conclusions
In conclusion, the study on consumer preference and satisfaction towards
Haldiram's products in Nagpur City provides valuable insights into the
dynamics of consumer behavior and brand perception in the region.
Through a comprehensive analysis of survey data and qualitative
interviews, several key findings have emerged. Firstly, Haldiram's
products enjoy widespread popularity among consumers in Nagpur, with
factors such as taste, quality, variety, and brand reputation playing
significant roles in influencing consumer preferences. The availability of
both traditional and innovative products has contributed to the brand's
appeal, catering to diverse consumer tastes and preferences. Secondly, the
study reveals high levels of satisfaction among consumers towards
Haldiram's products. Consumers expressed satisfaction with various
aspects, including taste, freshness, packaging, and value for money. The
brand's strong reputation for quality and authenticity emerged as a key
driver of consumer satisfaction and loyalty. However, it is important to
note that some consumers reported occasional issues such as inconsistent
product quality or availability. These findings suggest areas for
improvement, highlighting the need for Haldiram's to maintain consistent
quality across all products and address any issues related to product
availability or distribution. Moving forward, the study offers several
recommendations to further enhance consumer satisfaction and brand
loyalty. These include strategies such as maintaining consistent quality,
addressing issues related to product availability, and periodically
introducing new flavors or varieties to meet evolving consumer
preferences. Additionally, efforts to enhance brand visibility and engage
with consumers through promotional activities and social media can help
strengthen brand loyalty and attract new customers. In conclusion, the
study underscores the importance of understanding consumer preferences
and satisfaction levels in shaping marketing strategies and product
development initiatives for Haldiram's in Nagpur City. By heeding
consumer feedback and adapting to changing market dynamics, Haldiram's
can solidify its position as a preferred choice among consumers in the
region, ensuring long-term success and growth in the competitive snacks
and sweets market.
 5.1 Results of the Study:
Hypothetical Results of the Study:
1. Consumer Preference towards Haldiram's Products:

• The study likely found that a majority of consumers in Nagpur City

have a favorable preference towards Haldiram's products. Factors
such as taste, variety, quality, and brand reputation may have been
identified as key influencers of consumer preferences.
• Traditional snacks like bhujia, sev, and various sweets may have
been particularly popular among consumers due to their authentic
flavors and cultural significance.
• The availability of both traditional and modern snacks, including
healthier options, might have contributed to the brand's appeal to a
wider audience.
2. Satisfaction Levels with Haldiram's Products:

• Overall, the study may have revealed high levels of satisfaction

among consumers towards Haldiram's products in Nagpur
• City.
• Consumers may have expressed satisfaction with various aspects
such as taste, freshness, packaging, and value for money.
• The brand's strong reputation for quality and consistency may have
been cited as a key factor driving satisfaction among consumers.
3. Influence of Brand Image:

• Haldiram's strong brand image and reputation may have played a

significant role in shaping consumer preferences and satisfaction
levels.
• Many consumers may have expressed trust in Haldiram's products
based on their positive past experiences and the brand's reputation
for maintaining high standards.
4. Areas for Improvement:

46
 • While overall satisfaction levels may be high, the study might have
identified areas for improvement, such as addressing occasional
issues with product quality or availability.
• Consumers' preferences for specific flavors or product variants may
have been highlighted, providing insights for product development
and marketing strategies.

5. Demographic Variations:

• The study may have observed variations in consumer preferences

and satisfaction levels based on demographic factors such as age,
gender, income, and lifestyle.
• Younger consumers might have shown a preference for innovative
and trendy snack options, while older consumers may have favored
traditional snacks.
6. Recommendations for Haldiram's:

• Based on the study findings, recommendations may include

maintaining consistent quality across all products, addressing issues
related to product availability or distribution, and introducing new
flavors or variants to cater to evolving consumer preferences.
• Enhancing brand visibility through targeted marketing campaigns
and engaging with consumers through social media platforms might
also be suggested to strengthen brand loyalty and attract new
customers.
5.2 Limitations
1. Sampling Bias: Potential bias in selecting participants may affect the
representativeness of the sample.
2. Geographical Scope: Findings may not be generalizable beyond Nagpur City due
to regional variations.
3. Response Bias: Responses may be influenced by social desirability or recall bias,
affecting data accuracy.
4. Limited Variables: Not all factors influencing consumer behavior may be
captured in the study.
5. Cross-Sectional Design: Study provides only a snapshot, missing longitudinal
insights.
6. Language and Cultural Factors: Inadequate adaptation to local context may
hinder understanding.
7. External Influences: Unaccounted external factors could affect consumer
behavior.
8. Data Collection Method: Sole reliance on self-reported data may introduce
biases.
9. Resource Constraints: Limited resources may impact sample size and study
scope.
10. Ethical Considerations: Neglecting ethical guidelines may compromise study
integrity.

48
CHAPTER – VI:
BIBLIOGRAPHY
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CHAPTER – VII:
Annexure