© 2022 JETIR January 2022, Volume 9, Issue 1 www.jetir.

org (ISSN-2349-5162)

"A Study of Consumer Satisfaction and Brand

Attitudes for Balaji Wafers in the Pune District"
Ganesh S. Shinde1, Pooja Dhuri2 , Janhavi Lokegaonkar3.

1. Assistant Professor of Management, MIT Art Design and Technology University, Pune- 412 201, MS, India.
2. Student, MIT School of Food Technology, MIT Art Design and Technology University, Pune- 412 201, MS, India
3. Student, MIT School of Food Technology, MIT Art Design and Technology University, Pune- 412 201, MS, India
*
Corresponding author: [email protected]

ABSTRACT
The study will determine consumer satisfaction as well as preferences for the various Balaji flavours. The purpose
of this research is to examine Balaji's success, marketability, and future growth prospects. Essentially, we want to
use our sample to determine the most popular Balaji flavour on the market. The study is planned using primary data
and other information, resulting in the creation of questionnaires that focus on various variables and attributes
important to understanding consumer satisfaction and brand attitudes, competitor analysis, and factors influencing
purchase decisions.
The study was carried out in the major cities of the Pune district, with a sample size of 100 people. The majority of
the responses came from graduates and post-graduate students. Graduates, postgraduates, and people aged 31 and
up are included in the data. The collected data are formulated, data analysis is performed, and comprehensive
recommendations are made to the Graphs and charts based on data analysis are commonly used to illustrate
statistical data and findings.
We used a paper-based survey method for quantitative research. The descriptive research design will be used for
the survey research. The questionnaire will be used to interview each respondent. The sample will be chosen using
a simple random sampling method. The study is conducted in the form of a survey. This will comprise equally
primary and secondary investigation. The respondents were of various ages, but the majority were between the ages
of 21 and 30. Approximately 87 percent of respondents were between the ages of 21 and 20, 9 percent were
between the ages of 31 and up, and 4 percent were between the ages of 10 and 20.
Key Words: Consumer Satisfaction, Brand Attitude, Brand Preferences, Competitor Analysis, Product Awareness.
INTRODUCTION
The Indian food industry is on the verge of rapid growth, with its contribution to global food trade increasing year
after year. The food sector in India has emerged as a high-growth and high-profit sector, particularly in the food
processing industry, due to its enormous potential for value addition. The Indian government has played a
significant role in the growth and development of the food processing industry, which accounts for approximately
32% of the country's total food market. The government is doing everything it can to encourage business
investment through the Ministry of Food Processing Industries (MoFPI). It has approved proposals for joint
ventures (JV), foreign collaborations, industrial licencing, and export-only units.

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The Indian food and grocery market ranks sixth in the world, with retail accounting for 70% of total sales. The
Indian food processing industry accounts for 32% of the total food market, is one of India's largest industries, and
ranks fifth in terms of production, consumption, export, and expected growth. It accounts for approximately 8.80
and 8.39 percent of GVA in manufacturing and agriculture, respectively, as well as 13 percent of India's exports
and 6% of total industrial investment. The Indian gourmet food market is currently worth US$1.3 billion and
growing at a CAGR of 20%. By 2021, the organic food market in India is expected to Triple.

Balaji Wafers is one of India's largest potato chip manufacturers, with a significant market share in Gujarat. Gujarat
had a market share of more than 70% in 2014 and Maharashtra had a market share of more than 60%. Balaji Group
had initially established their plant in Aji Vasad (Industrial Zone, Rajkot) with their new potato chip manufacturing
concept. The main advantage they received was the availability of ready-made infrastructure, which reduced their
costs significantly. They've been in business for about 20 to 22 years over there. They were inspired to set up a
semi-automatic plant after experiencing tremendous retail success. Instead of frying wafers, this semi-automatic
plant improved quality, taste, and sales. The fame of taste had spread throughout Gujarat, so it was time to take
over the entire state, so the largest automatic plant in Gujarat was brought into the picture. This unit is doing well in
today's market and has a large number of products to market. Balaji chips, Bingo, Uncle Chips, Parle's wafers, and
Haldiram's chips are the main competitors of the selected product (Balaji wafers). Balaji chips come in first place
among all competitors, followed by bingo chips. The selected product faces stiff competition in the local chip
market (Balaji wafers).

METHODS /APPROACH;

This research provides a measure of how number of people thinks, feel or behave towards a respective product.
Quantitative research uses a structured questionnaire with close ended and open ended questions. In Quantitative
research we used paper based survey method. The survey research method will be descriptive research design. Each
respondent will be interviewed through the questionnaire. The sample will be selected by simple random sampling
method. The research is carried out in the form of survey. This will include primary and secondary research.

To collect primary data, respondents complete questionnaires. Primary data and secondary data are the two types of
information. A questionnaire was used to collect the primary data. New data has been gathered to aid in the
resolution of the current problem. In contrast to secondary data, which is information that has previously been
gathered. A questionnaire, for example, is a tool for gathering data. Newly collected qualitative or quantitative data
gathered during the course of research. Includes information gathered from surveys, focus groups, independent
observations, and test results. Secondary data gathered from previously collected information for a different
purpose. Secondary data is divided into two categories: internal and external. Information gathered within or
outside the organisation for a purpose other than the current investigation Investigating previously published
information.

SAMPLE DESIGN:

Population: 100.

Sample size: 100.

Sampling Method: Random sampling method.

Method of Data Collection: Primary and Secondary sources.

RESULTS AND DISCUSSIONS:

The data collected for the study was processed and analysed by sing different graphs and diagrams, which
are used to stud the socio-economic characteristics like customer awareness, frequency of purchase, nature of
purchase decision and competitors.

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1. Awareness :
a) Balaji
b) Lays
c) Bingo
d) Local

Awarness in Per cent

120%
100%
80%
60%
40%
20%
0%
Balaji wafers Lays Bingo Local wafers

Awarness in Per cent

Interpretation: - According to the graph above, all of the respondents are completely aware of Balaji
wafers, followed by Lays at 80%, Bingo at 75%, and local wafers at 50%.

Preferances for Buying :

a) Quantity
b) Cost
c) Taste
d) Quality
e) Others.

Interpretations –
Responses
The graph depicts the reasons why respondents
2 prefer Balaji wafers. Respondents frequently
40 chose product attributes such as taste and quality,
50
followed by quantity and cost of product, based
on the analysis.
20

70
Quantity Cost Taste Quality Others

2. Preferences of Flavours :
a) Simply salted
b) Masala Masti
c) Tomato Twist

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d) Chaat Chaska
e) Cream & Onion
f) Peri Peri
g) Pizza Masala

Preferances of flavours of balaji

vapours
50
Interpretations: According to the graph,
40
39 percent of respondents chose the
30 Cream & Onion flavour of the product,
20 while 6 percent chose the Peri Peri
10 flavour. 11 percent for tomato twist, 11%
for Chaat Chaska, 8% for simply salted,
0
Simply Masala Tomato Chaat Cream & Peri Peri Pizza
and 8% for Pizzy masala
salted Masti Twist Chaska Onion Masala

Simply salted Masala Masti Tomato Twist Chaat Chaska

Cream & Onion Peri Peri Pizza Masala

3. Brand Preferences :
a) Lays
b) Bingo
c) Uncle Chips
d) Parle wafers
e) Haldiram Chips

Interpretations:
Brand Preferances According to the graph, respondents
80 prefer which brand of wafers over
70 Balaji. Balaji brand was chosen by the
60 majority of respondents (74), followed
50 by Bingo by 13 respondents, Haldiram's
40 chips by 8 respondents, Uncle chips by 3
30 respondents, and Parle's wafers by 2
20 respondents.
10
0
Lays Bingo Uncle Parle Haldiram Pizza
Chips Wafers Chips Masala

Brand Preferances

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4. Product Recommendations to others :

a) Yes b) No c) May be

Product Recommendations The graph depicts whether or not

80 respondents would recommend the
70 product to others. Around 72 people said
60
50
'Yes,' 6 said 'No,' and 22 said 'Maybe.'
40
30
20
10
0
Yes No May be

Yes No May be

5. Balaji wafers should introduce more flavours?

a) Yes b) No c) May be

Introductions of more flavours

70 As shown in the graph, the majority of
60 respondents agreed that Balaji should
50 introduce more flavors for wafers.
40 Approximately 61 people said 'Yes,' 9 said
30 'No,' and 30 said 'Maybe.'
20
10
0
Yes No May be

Yes No May be

6. How often do you consume balaji wafers?

a) Daily
b) Weekly
c) Monthly
d) Whenever you want

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Consumptions The graph depicts how frequently

70 respondents consume the product.
60 Approximately 64 people responded,
50 'Whenever they need or want'. Around
40
19 respondents use the product on a
30
20 weekly basis, 14 on a monthly basis, and
10 3 on a daily basis.
0
Daily Weekly Monthly Whenever
you want

Consumptions

7. Balaji wafer availability nearby stores or super market :

a) Yes
b) No
c) May be
d) Don’t know.

Product Availability The graph depicts the availability of a

100 product in supermarkets or retail outlets.
80
Approximately 95 respondents said 'Yes,'
5 said 'No,' and 5 said 'Maybe.
60

40

20

0
Yes No May be

Yes No May be

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8. Prize Preferences :
a) Rs. 5
b) Rs. 10
c) RS. 30

Prize Preferences The graph depicts wafer packet size

80 preferences. The majority of respondents
70 chose the 10 Rs packet. Around 70 people
60 chose a 10 rupee packet, 16 chose a 5
50 rupee packet, and 14 chose a 30 rupee
40
packet.
30
20
10
0
Rs. 5 Rs.10 Rs. 30

Rs. 5 Rs.10 Rs. 30

9. Product Rating : a) 1 b) 2 c) 3 d) 4 e) 5

Product Rating The graph depicts how many stars

60 respondents gave the product. About
50 53 percent of those polled gave a 5
40 rating, 30 percent gave a 4 rating, 14
30 percent gave a 3 rating, and three
20
percent gave a 2 rating.
10
0
1 2 3 4 5

Product Rating

Findings:

 Balaji wafers were familiar to all 100 respondents.

 According to a market survey, people between the ages of 21 and 30 are the most likely to
consume Balaji wafers.
 According to the findings, the majority of respondents prefer Balaji wafers because of their taste,
quality, and quantity.
 The cream and onion flavour is preferred by the majority of respondents.
 Based on the analysis, respondents chose other brands of wafers because they have better quality,
taste, and a wider variety of flavours.
 • We discovered that people primarily consume wafers when they are in need.
 • Furthermore, celebrity endorsement does not entice them to purchase the product.

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 • Some people believe that Balaji should offer more flavours or wafers.
 • The majority of people prefer the 10 Rs pack of wafers.

Suggestions:

 Based on our market research, we discovered that people are willing to try more flavours of
wafers from Balaji, so they should introduce more flavours of wafers.
 • Some people prefer healthy snacks such as baked wafers or wafers with less trans fat or oil, so
they should think about healthy wafers.
 • Balaji should improve its taste and quality because it competes with Balaji, which dominates in
those areas.
 More promotion in rural areas is required.

Conclusions:
 • Based on the findings of this study, we conclude that Balaji wafers have a sizable
market in India. The majority of people prefer Balaji wafers because of their quality,
quantity, and taste.
 Balaji wafers are mostly consumed by students and people between the ages of 21 and
30. However, some people remain loyal to Balaji products and prefer them over other
brands.
 Approximately 53 respondents gave a 5 rating, 30 gave a 4 rating, 14 gave a 3 rating,
and 3 gave a 2 rating.
 The majority of respondents chose the Rs 10 packet. Around 70 people chose a 10 rupee
packet, 16 chose a 5 rupee packet, and 14 chose a 30 rupee packet.
 Approximately 64 people responded, 'Whenever they need or want'. Around 19 respondents
use the product on a weekly basis, 14 on a monthly basis, and 3 on a daily basis.
 The most popular brand was Balaji, with 74 respondents, followed by Bingo with 13
respondents, Haldiram's chips with 8 respondents, Uncle Chips with 3 respondents, and Parle's
wafers with 2 respondents.

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REFERENCES:

 Philip Kotler: Marketing Management, Pearson Education 13th edition

 Acharya S.S & N.L.Agrwal: Agriculture Marketing in India, Oxford and IBH Publishing
Company, 1987.
 Customer Satisfaction: Nigel Hill, Greg Roche, Rachel Allen.
 Nagapure & Deshmukh: Agri Business Management, Agromet Publisher.
 G.S. Shinde, Consumer buying behaviour pattern of rahuri taluka with respect to Mahindra
tractors. IASET, International Journal of Business and general management.
 Krishi Vichar Book by Ganesh Shinde author/ editor as a self-publisher on Amazon Kindle store.
 Business Correspondence & Report Writing by R. C. Sharma & Krishna Mohan, Tata McGraw
Hill, 4th Edition, 2011.
 Managerial Economics by G.S. Gupta, T M H, New Delhi.
 Managerial Economics by Varshney and Maheshwari, Sultan Chand and Sons, New Delhi.
 Managerial Decisions Modeling with Spreadsheets by Bal Krishnan, Render, Stair, Jr., Pearson
Education.
 https://www.ibef.org/industry/indian-food-industry.aspx.
 https://www.balajiwafers.com
 https://www.balajiwafers.com/about

Author Profile:

1. Full Name: Mr. Ganesh Subhash Shinde

2. Present Status: Assistant Professor.

3. Academic Experience: 6.5 Years.

4. Area of Expertize:

•Agri & Food Business Management

•Marketing Management

•Consumer Behaviour.

5. Education: MBA (Mktg), PG- AFBM (Mktg), B.Sc. (Agri)

6. Research Article’s published: 5

7. Books Published: 2

8. Expert Talk: 01.

9. Popular Technical Article’s: 71.

10. Membership: AIASA, New Delhi.

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