Comparative Analysis of the Perceptions of Consumers and Retailers Towards Britannia Biscuits

Marketers of FMCG products while considering consumer related decisions, with respect to product attributes, product variants, pricing, packaging size etc., largely depends upon the feedback, opinions, observations and suggestions of the retailers, as they are the ones who has a direct interactions with the consumers on regular basis. Based on these interactions retailers forms certain perceptions on what consumers think about different brands of products and accordingly share his feedback to the marketers. However, there could be a gap in the actual perceptions of the consumers towards brands and retailers understanding of the same. This paper aims to analyse, the perceptions of the consumers towards a specific biscuit brand-Britannia and how these differs from that of the retailers.