Consumer Behavior Of Kurkure

CONSUMER BEHAVIOR

ICFAI BUISNESS SCHOOL BANGALORE

NAME: JAYAKARTHIK.C IUD NO: 0901200956 IBS NO: 09BS0000956 COURSE CODE: SLMM 501 CORSE NAME: MARKETING MANAGEMENT DATE:13/08/09 TOPIC OF ASSIGNMENT: CUSTOMER BEHAVIOR ON KURKURE

Signature of faculty

Signature of student

INDEX TOPICS

PAGE NO

1.INTRODUCTION

1

2.CONSUMER BEHAVIOR

2

CONSUMER BEHAVIOR

3.OWN VIEW ON KURKURE

6

4.CONCLUSION

7

CONSUMER BEHAVIOR

Kurkure is one of the most preferable brands for snacks. It is popular for its different flavors according to customers taste and demographic. It introduced at 1990 and manufactured by pepsico India pvt.ltd.The major competition products are lays, bingo, halidrams and etc. Kurkure is different from chips and other snaks. The shape is very attractive and very crispy. It is very tasty and soft unlike lays& etc. There different type packages are available according to the consumers. Pockets are available from Rs.5 to Rs.75.The following are various flavors of kurkure,  Naughty Tomato,

 Masala munch,  Chilli chatka,  Rajastani style,  Hydrabad special and  Desi bytes.

CONSUMER BEHAVIOUR

CONSUMER BEHAVIOR

There are several factors affecting consumer behavior. Consumer behavior is major challenge for every product. Lets see some factors which affect the consumer behavior on kurkure. Consumers& Buyers: Basically the kurkure is launched for children but because of its taste and variety, every one is fan for kurkure. It is less fat, soft and crisp. The older people like those can’t eat hard snacks, are prefer to kurkure. The consumer of kurkure is not only for children and also everyone. The buyers are always parents. They prefer the kurkure rather than chips because chips are bad to health. Parents believe that kurkure is not bad for health, that is not mean that, it is good for health. The following survey shows details about kurkure consumers. Question Is it only for children Is it bad to health?

YES 48%

NO 40%

NO Idea 12%

34%

38%

28%

Influencer& factors: Even though kurkure is suitable to every one, the children are major influencer. The children mainly influenced by social factors that are friends, family. Perception is also one of the influencing factor. In this, the people perceived as, its made up of corn, rice meal and others. So that it is not bad for health. Brand is one of the factor. It is come from pepsico. So that, people have confident about quality. The following data shows the influencer.

INFUNCER Children Parents

YES 80% 55%

NO 13% 40%

NO IDEA 7% 5%

From the above table we can understand the influence of children rather than parents. It implies that the children have pester power. We can under

CONSUMER BEHAVIOR

stand that, according to Food commission and Advertisement Board, the kurkure doesn’t full the children by its advertisement. Its advertisement is major part of its success. It belive that, parents are the main factor and buyer. It is come with different advertisement for each flavor. Depends on Availability of product to customers: It is food products. So the product shold be very hygienic and available to everywhere. It is major task for every product. In these case, kuekure available every where in market. That is the major success factor. Kurkure available from small petty shop, small bakery to big malls and multiplexes. When I met the people for survey, I can realize that it is available every where. I met the people who purchase the product from reliance fresh and small bakery shop. There is no specific season or time for to purchase the kurkure. Most of the people purchase as the daily evening snaks. But, during any special program like watching cricket matchs, then the sale may increase. Other wise it is available product to everyone. Perception about the product: The perception is different for every one. Perception means that how the person receive the data and how he use in different situations. In these case, the perception varied according to people, culture, demographic. Some people belive that, it is made up of corn, rice meal. So that, it is healty snacks rather than other products. Its already mentioned about the survey in above. Social factors on product: The social factors are mainly family and friends. According to me, the initial advertisement and promotions were attract the parents and all age peoples. But, the product is more dependent on the children. From that we can understand the influence of the family on product. Similarly, friends are also major social influence factors. They are the real promoters of the product. Life style influence the product:

CONSUMER BEHAVIOR

According to me the life style must influence the product. When I went to store, the older generation people go for low cost snacks, more quantity products. But, younger generation does not worry about the price or quantity. They always prefer taste. Even though old generation like kurkure than other packed snacks, they give first preference to local or other product which satisfy the needs. Satisfaction on product: The point is customer satisfaction on their needs. For example, what children except? They normally want taste, fun and attractive packages. But when we go for parents point of view, there is huge difference. Kurkure can balance their needs for both children and uncle. Demographic factors: We already mentioned that different flavors like chilli, tomato, hydrabad and etc. why they give different things. Because of demographic fators. Normally the people in hydrabad prefer very spicy and hard. For them, plain masala or tomato are suitable. Similarly, the rajasthani people prefer differ from others. Kurkure is mostly fulfill the needs according to demographicthis not only for those state people, its also uses all other people. I can rewalize this when I asked to one house wife. She prefers kurkure for its varity. She can eat different on every day. FACTOR

YES

NO

NO IDEA

Do you like because of different flavors?

68%

28%

4%

Is it fulfill your expectations?

43%

40%

17%

KURKURE IN MY OPINION:

CONSUMER BEHAVIOR

Kurkure has big market. I can compare with kotler point, that is if market for the product is huge, no need to plan for expansion. Kurkure capture the mass market by various factors like different varities and etc. In big stores like big bazzar, they put the snacks pocket nearer to the bill counter. It may be the success fator for that shop. When the person pick up kurkure, it become success of kurkure. Now days, it gives some special offer of special pack. The recent offer is Rs.10 coffe powder is free with two combo pack packs. I conduct survey to nearly 25 peoples. Some people don’t like kurkure. They also participated in that. Finally, the consumer behavior about the kurkure is given with several influence factors and tables. From that, most of the people like kurkure, some of the people wants to change to kurkure. CONCLUSION: The food market can enjoy with this generation those really do not know about the product. But, kurkure come different approach to consumers of this generation from the older generation. From that we can prove for every product, understanding the consumer behavior and develop the product are major reasons for its success. It maintain the balance between children and parents. Because of no of flavors it can with stand as leading food product than the other competitors.

References for survey: www.kurkure.co.in Reliance fresh, Some small bakery shops.

CONSUMER BEHAVIOR