1. SUBMITTED TO- DR. HEMANTA SAIKIA
SUBMITTED BY-PARTHA PRATIM DUTTA
Roll no-SB13MB0017

2. Company profile
In July 2003, ITC made a foray into the biscuits market by launching the Sunfeast
range of biscuits. Since then, Sunfeast biscuits have always stood for quality and are
known for offering innovative and wholesome biscuits. Sunfeast connotes happiness,
contentment, satisfaction and pleasure. Within a span of 9 years, Sunfeast has
established itself in almost all major categories of biscuits.
About Products
Sunfeast Dark Fantasy is the story of a brand which started its journey as a sub-
brand and later acquired the status of a standalone brand. ITC forayed into
the biscuit market in 2003 and Sunfeast Dark Fantasy was launched in 2005. It
was only after four years, that ITC thought of taking the brand to the next level.
Dark Fantasy's success can be attributed to the careful detail with which the
brand was built by ITC. ITC took a risk in positioning Dark Fantasy as a premium
biscuit brand. The premium space was vacant in the Indian market and
marketers was unsure how consumers would react to a premium biscuit offering.

3. Dark fantasy products are available in 5 variants

4. MARKET SEGMENTATION
• Level of segmentation used is differentiated segmentation
• The basis of segmentation is both demographic and behavioural.
TARGET GROUP
• The product is aimed at targeting adults, mainly
young fun loving adults.

5. POSITIONING
• The product is been positioned as a premium biscuit brand.
CONSUMER PERCEPTION ABOUT THE PRODUCT
PRODUCT
• Innovative product
• A premium biscuit brand
PRICE
 Slightly on expensive side
 But its worth , being a premium product
PACKAGING AND LABELLING
 Highly attractive and appealing
 New and makes the product unique
 Gives a luxurious aura to the brand
PLACE
 Easy availability of the product.
 Available at convenient places

6. STATEMENT OF PROBLEM
• A study on consumer buying behaviour of sunfeast dark fantasy biscuits
and the impact of promotion activities on purchase decision.
OBJECTIVES OF STUDY
• To understand the effect of promotion tools on consumer buying behaviour
• To analyse the important factors which have an influence on consumer
buying behaviour
• To understand the most preferred promotional tool among the customers
• To analyse various sources of information which creates brand awareness
among consumers

7. REVIEW OF LITERATURE
According to Macborgne Renel er-al, in his article entitled “Creating New Market
Space” most companies focus on marketing and beating their rivals. As a result their
strategies tend to take on similar dimensions. The authors say innovative company
breaks free from competitions by staking out fundamentally new market space that is
by creating products services for which there are no competitions.
Hamel and Prahlad observe that there are three levels of competition –
• Competition for intellectual leadership to get new ideas that may create new
advantages or new basis for competition.
• Competition for translating such new ideas into commercial products and
services faster than other.
• Competition for market share. According to these two authors the competition
for market share cannot be won unless formidable advantages are created at
the first two levels.

8. RESEARCH DESIGN
A research design is an arrangement of conditions for collection and analysis of
data in a manner that aims to combine relevance to the research purpose with
economy in procedure. Out of the research design said above the research
design took for the study was “Descriptive Research Design”.

9. METHODS OF DATA COLLECTION
• PRIMARY DATA- Survey is the primary data collection method which has been
used in the present study and the data was collected with the help of a
questionnaire. Survey method is the systematic gathering of data from the
respondents survey is the most commonly used method of primary data this is
widely used because of its extreme flexibility, reliability and easiness of use. The
main purpose of survey is facilitate understanding or enable prediction of some
aspects of the population being surveyed.
• SECONDARY DATA- Secondary data for the present study includes those data
which has been collected from sources like articles, internet and magazines.

10. SAMPLING INSTRUMENT
• The instrument used to collect data for the study is a well-structured questionnaire
METHOD OF SAMPLING
• In this study non probability sampling has been adopted. Under the non-
probability sampling convenience sampling has been taken for the purpose
of study.
SAMPLE SIZE
• A sample size of 50 has been chosen for the study. The sample belongs to
people in the age group between 20-30.

11. DATA ANALYSIS AND INTERPRETATION
TABLE 1: AWARENESS ABOUT SUNFEAST DARKFANTASY
SI NO: AWARENESS NO: OF RESPONDENTS PERCENTAGE
1 YES 50 100
2 NO 0 0
50
From the table it is understood that all the respondents
are aware about the product and hence we could infer
that the brand popularity is quite high and product is very
much familiar among the target group.

12. SI NO: NO: OF VARIANTS NO : OF RESPONDENTS PERCENTAGE
1 Only 1
2 Only 2 2 4
3 Only 3 25 50
4 Only 4 20 40
5 All 5 3 6
TABLE 2: HOW MANY VARIANTS OF DARK FANTASYARE YOU FAMILIAR WITH
4%
50%
40%
6%
only 1
only 2
only 3
only 4
all 5
From the table it is seen that most of the
respondents are familiar with only 3 variants of
dark fantasy i.e. 50%.while 40 % are familiar
with 4 variants. Only 6% of them are familiar
with all variants this can be attributed to the less
availability of new variant i.e. choco meltz.

13. SI NO : MODE NO: OF
RESPONDENTS
PERCENTAGE
1 Shops 7 14
2 Advertisements 22 44
3 Friends 18 36
4 Others 3 6
TABLE 3: MODE OF AWARENESS ABOUT THE DARK FANTASY PRODUCTS
14%
44%
36%
6%
SHOPS
ADVERTISEMENT
FRIENDS
OTHERS
From the table it is seen that majority of the
respondents got to know about the product
through advertisement. Another major mode of
awareness is through friends. Only small
percentage of respondents got to know about the
product through other sources like online
presence.

14. SI NO: RESPONSE NO: OF
RESPONDENTS
PERCENTAGE
1 Yes 47 94
2 No 3 6
TABLE 4: SHOWING WHETHER THEY BUY THE PRODUCT REGULARLY( FREQUENT
BUYERS)
94%
6%
YES
NO
It can be inferred that 94% of respondents, which is
a vast majority, are regular customers of the product.

15. SI NO: RESPONSE NO: OF RESPONDENTS PERCENTAGE
1 Highly satisfied 7 14
2 Satisfied 29 58
3 Average 12 24
4 Dissatisfied 2 4
5 Highly dissatisfied 0 0
TABLE 5: LEVEL OF SATISFACTION
0%
10%
20%
30%
40%
50%
60%
Highly
satisfied Satisfied
Average
Dissatisfied
Highly
dissatisfied
14%
58%
24%
4%
0%
It can be inferred that most of the consumers are satisfied
with the product. While 24 % of the respondents say the
product is an average one and only 4% of them are not
satisfied with the product.

16. SI NO : ATTRIBUTES NO: OF RESPONDENTS PERCENTAGE
1 Quality 7 14
2 Price 5 10
3 Packaging 28 56
4 Taste 10 20
5 Brand loyalty - 0
TABLE 6: THE MOST IMPORTANT FACTOR THAT MOTIVATES THE CONSUMER TO BUY
THE DARK FANTASY (REASON FOR BUYING)
14%
10%
56%
20%
quality
price
packaging
taste
brand loyalty
It can be seen that more than half of the
respondents buy the product seeing its
attractive packing. While 20% says that
they buy it due to its taste. While only
14% and 10 % purchases the product due
to its quality and price respectively.

17. SI NO: RESPONSE NO: OF RESPONDENTS PERCENTAGE
1 Strongly agree 38 88
2 Agree 4 8
3 Disagree 8 4
4 Strongly disagree 0 0
TABLE 7: THE ROLE OF PROMOTION TOOLS IN INCREASING THE BRAND AWARENESS AND
POPULARITY
88%
8%
4%
0%
strongly agree
agree
disaagree
strongly disagree
A vast majority of the respondents are of the
opinion that promotion tools like advertisement,
hoardings etc has got a great impact in
increasing the brand awareness and popularity.
Only 4% of them opined that it is of no much
use.

18. SI NO: FACTORS NO: OF
RESPONDENTS
PERCENTAGE
1 TVC 19 38
2 Hoardings 5 10
3 Print
advertisements
9 18
4 Online advertising 6 12
5 In store promotion 11 22
TABLE 8: THE FACTORS (PROMOTION TOOL) THAT INFLUENCES THE CUSTOMERS
MOST WHILE PURCHASING
38%
10%18%
12%
22%
TVC
HOARDINGS
PRINT AD
ONLINE ADVERTISING
IN STORE PROMOTION
Regarding the most influential promotion tool,
38% of the respondents are of the opinion that tv
commercials are the most effective one , 22%
are of the opinion that in store promotion is the
most effective, 18% of them suggested that print
ad is most attractive, 12% of them opined that
online ad attracts them the most while 10% of
them told that hoarding is most attractive.

19. SI NO: RESPONSE NO: OF
RESPONDENTS
PERCENTAGE
1 Yes 50 100
2 No 0
TABLE 9: FAMILIARITY WITH DARK FANTASYADVERTISEMENTS
yes
no
From the table it is clear the all the respondents are
very familiar with the dark fantasy advertisements.

20. SI NO : OPINION NO : OF
RESPONDENTS
PERCENTAGE
1 Attractive 48 96
2 Unattractive 0 0
3 Neither attractive nor
unattractive
2 4
TABLE 10.OPINION ABOUT THE ADVERTISEMENT (attractiveness)
96%
4%
YES
neither unattractive nor attractive
Most of the respondents was of the
opinion that the dark fantasy
advertisements are very attractive.
None of them responded that the ads
are unattractive while a minority i.e. 4
% of them opined that it is neither
attractive nor un attractive.

21. SI NO: RESPONSE NO; OF
RESPONDENTS
PERCENTAGE
1 Strongly agree 19 38
2 Agree 24 48
3 Disagree 6 12
4 Strongly disagree 1 2
TABLE 11: DOES PACKAGING AFFECT THE CHOICE OF PURCHASE
0
5
10
15
20
25
30
35
40
45
50
strongly agree
agree
disaagree
strongly disagree
38
48
12
2
From the table it is clear that most of the respondents are
of the view that packaging of dark fantasy has got an
impact on their purchase. While only 14 % of them
disagreed.

22. FINDINGS
• Out of 50 respondents , all are familiar with sunfeast dark fantasy products
• only 3 variants of dark fantasy i.e. 50%.while 40 % are familiar with 4 variants.
• majority of the respondents got to know about the product through advertisement.
• 94 % of the respondents are regular customers of dark fantasy.
• A majority of respondents are satisfied with the product. While 24 % of respondents said the product
is average and only 4 % of them are dissatisfied with product
• Study revealed that the packaging of the product is the most exiting feature which attracts the
customers
• A vast majority of respondents agreed that promotion activities have a great role in increasing
brand awareness and popularity.
• most of the respondents are of the view that packaging of dark fantasy has got an impact on their
purchase
• Regarding the most influential promotion tool, 38% of the respondents are of the opinion that tv
commercials are the most effective one

23. CONCLUSION
• I understand the effect of promotion tools on consumer buying behaviour
• I understand what is the preferred promotional tool among the customers
• I understand how various sources of information creates brand awareness
among consumers

24. BIBLOGRAPHY
 Macborgne Renel er-al, article “Creating New Market Space”
 http://www.itcportal.com/
 http://sunfeastworld.com/
 www.google.com
 www.Wikipedia.com
 www.slideshare.com

25. ANNEXURE
QUESTIONNAIRE ON CONSUMER BUYING BEHAVIOUR OF SUNFEAST DARK FANTASY
BISCUITS
Name: ……………………………..
Age: ……………………………....
1. Are you aware of sunfeast dark fantasy biscuits?
Yes No
2. How many variants of dark fantasy biscuits are you familiar with?
Only 1……. Only 2 …… only 3……. Only 4……. All 5…..
3. How do you came to know about the dark fantasy products?
Shops….. Advertisements…… Friends……. Others……
4. Do you buy dark fantasy biscuits regularly?
Yes No
5. Are you satisfied with sunfeast dark fantasy products?
Highly satisfied…….. Satisfied……..Average…..dissatisfied…..very dissatisfied……

26. THANK YOU
Any questions……………………??????