A Study on Consumer Preference towards Britannia Biscuits with Reference to Chennai City

Abstract : his study aims to analyze consumer preference towards Britannia biscuits in Chennai city. Customer happiness is the foundation of all commercial endeavors, and keeping customers loyal to a brand's product is crucial to its success. The study was done with the quantitative research approach, and data was collected through a structured questionnaire from 235 respondentsresidingin Chennai city. In this Research, I have conducted a survey on Consumer Preference towards Britannia biscuits, which people of all ages consume. During this research I have interacted with the people in the city of “Chennai”. Then I came to know how people perceive these biscuits on the variables like taste, price, quality, quantity, Availability, packaging, Brand name etc. Descriptive research is followed in this research. From the findings of study, Consumers purchase decisions are influenced by mainly TASE and they also purchase the other varieties of Britannia biscuits. The research makes use of statistical analysis tools like ANOVA, chi-square, and percentage analysis to study various factors and determine the relationship between the variables.