A STUDY ON CONSUMER BRAND PREFERENCE TOWARDS BISCUITS
ABSTARCT :
In today’s fast-paced world, biscuits have become one of the most popular and widely consumed snack items across all age groups. Biscuits are not only a source of quick energy but also serve as an easy-to-carry food option for people with busy lifestyles. The biscuit industry has grown exponentially over the years, with numerous brands competing to capture the attention of consumers through diverse offerings that vary in taste, texture, packaging, and nutritional content. This increasing competition has made consumer brand preference a critical factor for companies aiming to establish a strong market presence and loyalty. Understanding why consumers prefer one brand over another is essential for manufacturers to design effective marketing strategies, improve product quality, and meet evolving consumer expectations. Brand preference in the biscuit industry is influenced by multiple factors, including taste, price, packaging appeal, availability, advertising, and health considerations.
The variety available in the market ranges from glucose biscuits to cream-filled, digestive, and premium variants, catering to different consumer tastes and dietary needs. Additionally, consumers’ choices are affected by their socio-economic backgrounds, cultural influences, and lifestyle habits. For instance, younger consumers may prefer sweet or flavored biscuits, while older consumers might lean towards healthier or traditional options. The rise of health-conscious consumers has also prompted many brands to introduce low-calorie, sugar-free, and fortified biscuits, which further complicates the competitive landscape. Moreover, promotional activities such as discounts, offers, celebrity endorsements, and social media campaigns play a vital role in shaping consumer perceptions and driving brand preference. The packaging design, convenience, and perceived freshness are also important elements that impact purchasing decisions.
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