Identification of Consumer Attitudes Towards the Brand of Biscuits in the Indian Market

Abstract

The diploma thesis aims to identify consumer attitudes of Generation Y and Generation Z towards the brand of biscuits in the Indian market and to clarify the factors influencing consumer behaviour. The thesis starts from the theoretical issues of brand management and consumer behaviour. In the second part, the characteristic of Indian biscuit market is presented. The following is an explanation of the data collection methodology. Then the research results are analysed. The number of analysed questionnaires is 142 covering only the consumers of biscuits. Finally, recommendations for Britannia biscuits brand based on the research findings are suggested.