1. Title: A Study on Consumer Satisfaction Towards Popular Packaged Chips Brands
2. Author: Aryan Sawwalakhe (021331025078)
3. Introduction
The packaged snacks industry plays a significant role in India’s fast-moving consumer goods (FMCG) sector. Chips are among the most widely consumed snacks due to their affordability, easy availability, variety of flavours, and strong brand presence. Consumers today have multiple options when choosing packaged chips, with brands competing on taste, quality, price, packaging, and brand reputation.
Leading brands such as Lay’s, Uncle Chips, Balaji Wafers, and Haldiram’s have established strong consumer bases across India. Understanding consumer satisfaction among these brands helps marketers improve product quality, positioning, and customer loyalty.
This study applies Single-Factor Analysis of Variance (ANOVA) to examine whether consumer satisfaction ratings differ significantly among major packaged chips brands.
4. Objectives of the Study
The objectives of this research are:
• To analyse consumer satisfaction ratings for Lay’s, Uncle Chips, Balaji Wafers, and Haldiram’s
• To compare the mean satisfaction ratings of these four packaged chips brands
• To determine whether differences in consumer ratings are statistically significant using single-factor ANOVA
5. Literature Review
• Consumer Behaviour in the Snack Food Market
Previous studies on the snack food industry suggest that consumer purchase decisions are influenced by taste, freshness, price, packaging, availability, and brand familiarity. Younger consumers tend to experiment with flavours, while family buyers prefer trusted and hygienic brands.
• Brand Image and Customer Satisfaction
Research indicates that a strong brand image and consistent product quality significantly influence customer satisfaction in the FMCG sector. Brands that maintain taste consistency and reliable distribution enjoy higher repeat purchases and brand loyalty.
6. Data Collection
The study is based on primary data collected through a structured online questionnaire.
• Respondents rated their overall satisfaction with each chips brand
• Rating scale used: 1 to 10
o 1 = Very Poor
o 10 = Excellent
Sample Details
• Each brand received 45 responses
• Total sample size: 180 observations (4 brands × 45 ratings)
Variables Studied
• Independent Variable: Chips Brand
(Lay’s, Uncle Chips, Balaji Wafers, Haldiram’s)
• Dependent Variable: Consumer satisfaction rating score
Statistical Tool Used
Single-Factor Analysis of Variance (ANOVA) was used to test whether the mean satisfaction ratings of the four chips brands differ significantly. ANOVA compares variation between brand means with variation within individual ratings to identify statistically meaningful differences.
7. Hypotheses
• Null Hypothesis (H₀)
There is no significant difference in the mean consumer satisfaction ratings of Lay’s, Uncle Chips, Balaji Wafers, and Haldiram’s.
• Alternative Hypothesis (H₁)
There is a significant difference in the mean consumer satisfaction ratings of at least one chips brand.
8. ANOVA: Single Factor – Summary Table
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|
SUMMARY |
|
|
|
|
|
Groups |
Count |
Sum |
Average |
Variance |
|
Lays |
45 |
365 |
8.11 |
3.56 |
|
Uncle Chips |
45 |
341 |
7.58 |
4.25 |
|
Balaji Wafers |
45 |
362 |
8.04 |
3.13 |
|
Haldiram |
45 |
370 |
8.22 |
5.31 |
|
ANOVA |
||||||
|
Source of Variation |
SS |
df |
MS |
F |
P-value |
F crit |
|
Between Groups |
10.87 |
3.00 |
3.62 |
0.89 |
0.45 |
2.66 |
|
Within Groups |
715.11 |
176.00 |
4.06 |
|
|
|
|
|
|
|
|
|
|
|
|
Total |
725.98 |
179.00 |
|
|
|
|
Decision Rule
• If P-value ≤ 0.05, reject H₀ → significant difference exists
• If P-value > 0.05, fail to reject H₀ → no significant difference
Hypothesis Testing Result
“Since the calculated P-value (0.447) is greater than 0.05, the null hypothesis is accepted. Therefore, it is concluded that there is no statistically significant difference in consumer satisfaction ratings among Lay’s, Uncle Chips, Balaji Wafers, and Haldiram’s.”
9. Conclusion
The study reveals that although Lay’s, Uncle Chips, Balaji Wafers, and Haldiram’s follow different pricing strategies, flavour profiles, and brand positioning, their overall consumer satisfaction levels do not differ significantly. This indicates that consumers perceive these brands as competitive and reliable in terms of taste, quality, and value for money.
The findings suggest that competition in the packaged chips market is intense, with all major brands meeting consumer expectations at a similar level. To gain a competitive edge, brands may focus on innovation in flavours, healthier options, improved packaging, and stronger promotional strategies.
10. References
• Engel, J. F., Blackwell, R. D., & Miniard, P. W. (2018). Consumer Behavior (10th ed.). Cengage Learning.
• Hawkins, D. I., Mothersbaugh, D. L., & Kleiser, S. B. (2020). Consumer Behavior: Building Marketing Strategy (14th ed.). McGraw-Hill Education.
• Keller, K. L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity (4th ed.). Pearson Education.