A STUDY ON CONSUMERS BUYING PREFERENCE BETWEEN PARLE AND BRITANNIA BISCUITS

Special Issue - Innovative Commerce: Bridging Business and Computer Applications (ICBBCA-2026) |PG Department of Commerce with Computer Applications, Mannar Thirumalai Naicker College, Madurai – March 2026| International Journal of Computer Science (IJCS) Published by SK Research Group of Companies (SKRGC)

Abstract

This study examines consumer buying preferences between Parle and Britannia biscuits in the Madurai region. The main objective of the research is to analyze the factors influencing consumer choice, such as price, taste, quality, packaging, brand loyalty, and health considerations. The study is based on primary data collected through a structured questionnaire from 102 respondents using convenience sampling. Secondary data were gathered from books, journals, websites, and company reports.

References

1. www.britanniaindustries.com
2. www.parlebiscuits.com
3. https://en.m.wikipedia.org/wiki/Parle_Products
4. https://en.m.wikipedia.org/wiki/Britannia_Industries
5. https://www.ibef.org/industry/fmcg.aspx

Keywords

Consumer Buying Behawior, Customer Satisfaction, Purchases Decision, Customer Attitude, Sustainable Production.