Research on Breakfast Cereal

1 January 2017

Consumer buying behavior is defined as the behavior that consumers display in searching for purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs. Consumer behavior focuses on how individuals make decisions to spend their available resources (time, money, effort) on consumption related items.

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That includes what they buy, why they buy, when they buy it, where they buy it, how often they buy it for purchase and the impact of such evaluations on future purchases, and how they dispose it off. The study of consumer behavior provides us with reasons why consumer differs from one another in buying/using products and services. The study of consumer behavior towards any Products is an important area of study for all company’s/ producer/ manufacturer/ marketer in the field of marketing. Such a study help to understand what is going on in the market & how the consumer act in the process of consuming or using products.

It emphasis on the present as well as the future demands of products or services which are available in the market. Cereal is one of the most common purchases that an Indian household make. It has become one of the most loved fast food products for every age group. Cereals are eaten by all sections of people throughout the year. Cereal are easy to carry, tasty to eat and reasonable at cost. They are, thus, mass consumption items with number of varieties and shapes. Market for biscuits is scattered all over the country.

Urban and semi-urban markets are dominated by many national and regional brands but even then many local manufacturers are doing a good business as their products are fresh, they offer many varieties and they are cheaper. Therefore, research is required to examine the customers’ perception towards biscuits. So the problem is to identify what are the Criteria that prospective customer takes into consideration before buying biscuit.

The project involves the study of the buying behavior and consumption pattern on breakfast cereal. This research will prove useful to eventually find out any new possibilities of new product as well as the different test that the company is looking for the understanding the Indian consumer mindset. The Research done was primary and Secondary in nature. The Secondary research was exploratory in nature. The Primary research done was conclusive in nature and determines the sample size of the final research. Primary research is done Consumer research, and competitor analysis.

A point to note is that researches in totally design for know about consumer mindset regard the breakfast cereal. The Data collection was done through questionnaires. The target respondents were carefully selected on the basis of sampling decision. The results of the research were very conclusive. After using the statistical tools on the data obtained it was observed that the main focus of the project, that new possibilities regarding the products with different types of flavors. 3. Title of the project: Analyze the consumer behavior and satisfaction towards the breakfast cereal brands.

Purpose of the study: The study is to identify the potential buyers of breakfast cereal. This would help the company in formulating the new product in same category with different type of flavor or taste. The study identifies the consumption pattern & behavior of the consumers. This study is also identifies the satisfaction of the breakfast cereal. This study focused on adult’s breakfast habits. 3. 2 Objective of the study: 1. To Study the consumption patterns of the consumers. 2. To study the buying behavior of the consumers keeping in mind the various attributes of the products. . To analyze the satisfaction of consumer’s towards various cereal brands.

Questionnaires were distributed to 200 households in the selected area in a random basis. Data thus collected has been tabulated and analyzed. For data presentation bar diagrams, graphs, tables are used and for data analyses simple statistical tools like simple average, percentage etc. are used. 4. 2 Sample size- 200 5. Data collection method – To evaluate the objectives of the study, required data were collected from primary sources. 5. 1 Primary data The data required for the study were collected from the selected respondents by personal interview method using well-structured schedule.

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