CONSUMER PURCHASE BEHAVIOUR TOWARDS BRANDED INDIAN SWEETS

Abstract

Haldirams started with a small sweet shop at remote area then later transformed into a major manufacturer of ready-to-eat snack foods in India. The key elements of the Haldiram's marketing mix, which transformed the company into a leading manufacturer and marketer of namkeens and sweets. The Report also examines the issues that Haldiram's must address to compete effectively with domestic and multinational players in the snacks food market in India. Haldiram‟s customizes its products to suit the tastes and preferences of customers from different parts of India. It launched products, which catered to the tastes of people belonging to specific regions. For example it launched „Murukkus‟ a south Indian Snack and Chennai Mixture‟ for south Indian customers. Similarly Haldiram‟s launched „bhelpuri‟ keeping in mind customers residing in western India. The company offered certain products such as „Nazarana‟, „Panchratan‟ and „Premium‟ only during the festival season in gift packs. Haldiram‟s competes on the basis of numerous factors including brand recognition due to distinct packaging, product quality, traditional taste and authentic Indian flavour. The company‟s timely introduction of new products and line extension has played a major part in the buying behaviour of consumers as well.