The Changing Trends in Biscuit Consumption Pattern:A Study of Mcvities Digestive Biscuits in Jaipur

Consumers in India are very diverse. The Indian biscuit industry has become crowded with competition and the consumers have fallen in love with foreign brands. Biscuits are one of the most popular snack-food because of their ready to eat nature. Companies have worked explicitly towards diversifying their distribution in the retail sector while improving the bottlenecks i.e. factors like type of channels, number of new variants, volume, etc. The aim of the current research is to understand the buying behaviour for digestive biscuits among consumers in Jaipur The study has been conducted in order to understand the awareness level of Digestive biscuits as a category, in Jaipur- From the point of view of both retailers as well as consumers. Primary data has been collected from 150 consumers followed by the preliminary interviews with major retailers in Jaipur to understand the consumer preferences towards McVities digestive biscuits. The data from the consumer survey has been analysed with the help of Cross Tabulation Chi-Square test, percentage analysis and factor analysis. Apart from the consumer perception, the retailer's point of view has been also stated in this research. The research suggests that the majority of consumers as well as retailers found it difficult to understand the difference between sugar free and digestive biscuits. The current research will be beneficial in determining the consumption pattern of digestive biscuits in other big cities like Jaipur.