A Study on Consumer Preference for Selected Cookie Brands
Author: Rishav Raj
1. Introduction
The Indian packaged food industry has witnessed significant growth, with cookies emerging as a popular snack across different age groups. Consumers consider factors such as taste, texture, brand reputation, and price while choosing cookie brands. Among students, cookies are preferred due to their convenience and easy availability. This study aims to analyze student preferences for four popular cookie brands—Unibic Cookies, Tiffany, Milk Bikis, and Monaco—to understand whether there is a significant difference in preference levels.
2. Objective of the Study
To examine whether there is a significant difference in consumer preference among four selected cookie brands.
3. Literature Review
Kotler and Keller (2016) emphasized that consumer preference in FMCG products is influenced by brand image, taste, and perceived quality, highlighting the importance of statistical tools.
Sharma and Gupta (2021) found that familiarity with the brand and sensory satisfaction significantly affect consumer choice in packaged snack foods.
4. Data Collection Method
Primary data was collected using a structured questionnaire prepared through Google Form. The survey was administered to 40 students of ITM Skills University. Respondents rated Unibic Cookies, Tiffany, Milk Bikis, and Monaco on a scale of 1 to 10. Convenience sampling was adopted, and data was analyzed using MS Excel.
5. Data Analysis
5.1 Hypothesis
Null Hypothesis (H₀): There is no significant difference in the mean preference ratings of the four cookie brands.
Alternative Hypothesis (H₁): There is a significant difference in the mean preference ratings of the four cookie brands.
5.2 ANOVA Table
|
ANOVA |
|
|
|
|
|
|
|
Source of Variation |
SS |
df |
MS |
F |
P-value |
F crit |
|
Between Groups |
29.36 |
3 |
9.79 |
1.57 |
0.20 |
2.66 |
|
Within Groups |
949.23 |
152 |
6.24 |
|
|
|
|
|
|
|
|
|
|
|
|
Total |
978.59 |
155 |
|
|
|
|
Since the calculated F-value (1.57) is less than the critical F-value (2.66) and the p-value (0.20) is greater than 0.05, the null hypothesis is accepted.
6. Conclusion
The study concludes that there is no statistically significant difference in consumer preference among Unibic Cookies, Tiffany, Milk Bikis, and Monaco. All brands show similar acceptance among students.
7. References
1. Kotler, P., & Keller, K. L. (2016). Marketing Management. Pearson Education.
2. Sharma, R., & Gupta, N. (2021). Consumer preference towards packaged snack foods.