Title:-  A Study on Consumer Preference for Selected Biscuits Available in the Indian Market

Author – Janavi kale

1. Introduction

The Indian biscuit industry is one of the largest parts of the fast-moving consumer goods sector, serving consumers of all ages. Biscuits are popular because they are affordable, easy to find, and convenient. Consumers choose biscuits based on several factors, including taste, brand image, quality, and emotional connection. Understanding these choices helps companies improve how they market their products and make operational decisions. This study looks at consumer ratings for four well-known biscuit brands: Jim Jam, Bourbon, Hide & Seek, and Dark Fantasy. The goal is to see if there are significant differences in consumer preference among these brands.

2. Objective of the Study

To examine if there is a significant difference in consumer preference among four selected biscuit brands in the Indian market.  

3. Literature Review

Kotler and Keller (2016) stated that consumer preference in FMCG products is influenced by taste, brand image, and perceived value, highlighting the importance of quantitative analysis.

Kumar and Singh (2019) found that brand familiarity and sensory satisfaction significantly impact purchasing decisions in the Indian snack food market.

4. Data Collection Method

Primary data for the study was gathered using a structured questionnaire created through Google Form. The survey was shared with 40 students from the Operations batch at ITM Skills University. Respondents rated four biscuit brands—Jim Jam, Bourbon, Hide & Seek, and Dark Fantasy—on a scale from 1 to 10 based on their preference. Convenience sampling was used, and the responses collected through Google Form were compiled and analyzed using MS Excel for statistical evaluation.  

5. Data Analysis

5.1 Hypothesis

Null Hypothesis (H₀): There is no significant difference in the mean preference ratings of the four biscuit brands.  

Alternative Hypothesis (H₁): There is a significant difference in the mean preference ratings of the four biscuit brands.  

5.2 ANOVA Table

ANOVA
Source of Variation	SS	df	MS	F	P-value	F crit
Between Groups	8.69	3	2.90	0.38	0.77	2.66
Within Groups	1164.46	152	7.66
Total	1173.15	155

 

 

Since the calculated F-value (0.38) is less than the critical F value (2.66) and the p-value (0.77) is greater than 0.05, the null hypothesis is accepted.

6. Conclusion

The study concludes that there is no significant difference in consumer preference among Jim Jam, Bourbon, Hide & Seek, and Dark Fantasy biscuits. This shows that all four brands have similar acceptance among students.  

7. References

Kotler, P., & Keller, K. L. (2016). Marketing Management. Pearson Education.
Kumar, R., & Singh, S. (2019). Consumer preference towards packaged snack foods in India.
Kothari, C. R. (2014). Research Methodology. New Age International Publishers.