Consumers satisfaction for Bisconni Chocolate Chip Cookies
CONSUMERS SATISFACTION FOR BISCONNI CHOCOLATE CHIP
COOKIES
CONSUMERS SATISFACTION FOR
BISCONNI CHOCOLATE CHIP COOKIES
UNIVERSITY OF MANAGEMENT AND TECHNOLOGY
BY
HASSASN ABBAS MIRZA AND SYEDA SALIHA ALI
UNIVERSITY OF MANAGEMENT AND TECHNOLOGY
Consumers satisfaction for Bisconni Chocolate Chip Cookies
ABSTRACT
The purpose of whole study is to investigate the consumers’ satisfaction
for Bisconni Chocolate Chip Cookies. The study is conducted to
determine people’s view for the price, taste and comparison with other
similar brands. The target audience of this survey is students of different
universities. In order to get perfect analysis for the product the type of
research method used in this survey are both qualitative and quantitative.
The sample is collected from 30 participants through Google Forms and
Zoom meetings. This survey would suggest the beneficial ideas to the
company for their consumer’s point of view in regarding the taste, price,
quality and any kind of change in future.
Consumers satisfaction for Bisconni Chocolate Chip Cookies
TABLE OF CONTENT
Contents
1.INTRODUCTION ................................................................................................................................... 4
1.1.Statement of problem: ......................................................................................................................... 4
1.2.Objectives: .......................................................................................................................................... 4
1.3.Research questions: ............................................................................................................................. 4
1.4.Historical background: ........................................................................................................................ 5
1.5.Significance of the Study: ................................................................................................................... 5
1.6.Hypothesis: ......................................................................................................................................... 6
2.RESEARCH METHODOLOGY ........................................................................................................... 7
2.1.Type of method: .................................................................................................................................. 7
2.2.Research Design: ................................................................................................................................ 7
2.3.Research Setting: ................................................................................................................................ 8
2.4.Scale of Measurement: ....................................................................................................................... 8
2.5.Type of Questionnaire: ....................................................................................................................... 8
2.6.Sample Size:........................................................................................................................................ 8
2.7.Sampling Technique: .......................................................................................................................... 9
2.8.Target population: ............................................................................................................................... 9
2.9.Data Collection Procedure: ................................................................................................................. 9
3.DATA ANALYSIS ................................................................................................................................. 10
3.1.Tabular Representation ..................................................................................................................... 10
3.2.QUALITATIVE RESEARCH .......................................................................................................... 11
4.GRAPHICAL REPRESENTATION ................................................................................................... 12
5.CONCLUSION ...................................................................................................................................... 20
Consumers satisfaction for Bisconni Chocolate Chip Cookies
1. INTRODUCTION
1.1 Statement of problem:
The problem of a research was based on the market worth of Bisconni
chocolate chip cookies and their market share plus the popularity among its
consumers and we conduct this to measure all above factors on our research
scale.
1.2 Objectives:
Below are the research objectives which will be achieved at the end of the
case study:
 To determine that how often people buy Bisconni chocolate chip
cookies.
 To determine that how people prioritized Bisconni chocolate chip
cookies on other brands.

To investigate the market size of Bisconni chocolate chip cookies on
other snacks/brands.
1.3 Research questions:
How commonly you buy Bisconni chocolate chip cookies while shopping out your
grocery?
How you prioritized Bisconni chocolate chip cookies on other brands while buying
biscuits?
Consumers satisfaction for Bisconni Chocolate Chip Cookies
1.4 Historical background:
Bisconni make some of the most well-known and loved brands. At Bisconni,
their purpose is to enrich people’s lives through flavorful snacks. Flavor is
emotionally charged and much richer than just the notion of taste. Flavor can be
nostalgic and take you away. Bisconni bring their products to public through
authenticity in a way that is authentic, progressive and feels right and Bisconni
Chocolate Chip Cookies being the leader in the segment is crunchy to bite and
loaded with chocolate chips that melt in the mouth like a divine offering. The
crunchy texture and the smooth rich taste is chocolate lover’s dream and it’s
making Significant place among all the cookies in the market.
1.5 Significance of the Study:
This study will help to understand that how Chocolate Chip cookies is capturing
the marking and what are the market size amount different segment of market
We mainly study below market segments in this study
 Education
 Gender
 Age groups
 Professionals
 Income based
Consumers satisfaction for Bisconni Chocolate Chip Cookies
In educational segment we will study different group of students who are studying
is school colleges and university in general
While in Gender we will see where our product is more famous in male or female.
Age groups are very important part is in this research, consumption of cookies are
highly matters upon age, i.e. seen that kids use cookies more often than old people
in general Professional segmentations will be based on type of work people do
because most of studies tells that in few professions consumption of cookies are
higher than others such as Clark, govt. officers or other white color jobs while
people work in field areas have lesser use of cookies during their job timings
Income based segment is highly important in any kind of study , the buying power
will decide how people react on buying some products for them, so in this study
we will see the consumption of Chocolate Chip among different societies on
income range bases.
1.6 Hypothesis:
The Bisconni Chocolate Chip has a unique feature among other Chocolate
Chip cookies offering by different companies is they are filled up with Chocolate
from inside and this unique feature gives boost to this product.
________________________________________________________
Consumers satisfaction for Bisconni Chocolate Chip Cookies
2. RESEARCH METHODOLOGY
2.1 Type of method:
The research methodology used in this research was both quantitative and
qualitative.
Quantitative methods emphasize objective measurements and the statistical,
mathematical, or numerical analysis of data collected through polls, questionnaires,
and surveys, or by manipulating pre-existing statistical data using computational
techniques. Quantitative research focuses on gathering numerical data and
generalizing it across groups of people or to explain a particular phenomenon.
Qualitative research is a type of social science research that collects and works
with non-numerical data and that seeks to interpret meaning from these data that
help understand social life through the study of targeted populations or places.
2.2 Research Design:
The research design refers to the overall strategy that you choose to integrate
the different components of the study, so we applied different ways to conduct
this such as, interviews, surveys from the students belongs to different institutions
Consumers satisfaction for Bisconni Chocolate Chip Cookies
2.3 Research Setting:
The research setting can be seen as the physical, social, and cultural site in
which the researcher conducts the study so we check the social trend of
consumption of cookies among our target people which are our student in
different institution, we conduct this research by using online tools such as
Google form and zoom meetings
2.4 Scale of Measurement:
•
MCQs based questions used for this research.
2.5 Type of Questionnaire:
The appropriate scale used in this questionnaire was MCQs type of questions. A
MCQ question is based on multiple options where a person can chose answer in
given scenario these are basically close ended questions strict towards the research
objectives
2.6 Sample Size:
The sample size for this research is 30
• Sample size for Google form 24
• Sample size for Zoom meeting 6
Consumers satisfaction for Bisconni Chocolate Chip Cookies
2.7 Sampling Technique:
• The sampling technique used in this research was inquiring sampling.
2.8 Target population:
• Undergraduate students of private and government institution.
2.9 Data Collection Procedure:
• Data was collected by multiple ways i.e. questionnaire, interview and
general study of targeted sample
_______________________________________________________________
Consumers satisfaction for Bisconni Chocolate Chip Cookies
3. DATA ANALYSIS
3.1 Tabular Representation:
Factors
How often people buy
How you prioritized Bisconni
Bisconni chocolate chip
chocolate chip cookies on
cookies
other brands
Female
30%
30%
Male
70%
70%
Age
18 - 25
18 – 25
Comparison
Oreo
Oreo
 This table shows the key factors of our research. Our main research
questions contained 30% responses of female and 70% responses of male,
while the age group of these participants was 18 to 25 years. Our
comparison was with other brands of biscuits such as Oreo biscuits.
Consumers satisfaction for Bisconni Chocolate Chip Cookies
3.2 QUALITATIVE RESEARCH:
INTERVIEWS
NO.
Of
Gender
Age
participants
Like
Kind of
Consumption
Satisfaction
Bisconni
Buy
If free
about
change
of chocolate
for
chocolate
Chocolate
samples
chocolate
want in
chip cookies
Bisconni
chip
chip
will
chip
chocolate
in a week
Chocolate
cookies
cookies
offered
cookies
chip
chip
not other
the most
what
cookies
cookies by
brand's
will you
cookies
pick up
because
most
of
1.
Male
20
Taste
It’s perfect
Less than 10
Company
Quality
reputation
General
Chocolate
store
chip
cookies
2.
Male
20
Taste
No. of
Less than 10
Ads
Quality
cookies
3.
Male
20
Taste
Color of
General
Oreo
store
Greater than 10
wrapper
Company
Quality
reputation
General
Chocolate
store
chip
cookies
4.
Male
20
Taste
It’s perfect
Greater than 10
Ads
Taste
General
Chocolate
store
chip
cookies
5.
Male
22
Taste
No. of
Less than 10
Ingredients
Taste
cookies
General
Chocolate
store
chip
cookies
6.
Female
19
Taste
Color of
wrapper
Less than 10
Ads
Quality
General
store
Oreo
Consumers satisfaction for Bisconni Chocolate Chip Cookies
4. GRAPHICAL REPRESENTATION
 Total responses for each question is 24
4.1 What is your age?
16 to 20
20 to 25
25 to 30
4%
38%
58%
Figure 4.1 shows that 58% participants were from age group of 20 to 25 which
means that 14 responses out of 24 were from the age group of 20 to 25. While 38%
participants were from the age group 16 to 20 which means that 9 responses out of
24 were from that age group. And only 4% were from the age group of 25 to 30
which means that only 1 participant was from this age group.
Consumers satisfaction for Bisconni Chocolate Chip Cookies
4.2 What is your gender?
Male
Female
33%
67%
Figure 4.2 shows that the responses on this question contain 67% male
participants which mean that 16 responses out of 24 were from male participants
while 33% responses were from female participants which means that 8 responses
out of 24 were from female participants.
4.3 Why you like Bisconni Chocolate chip cookies?
Taste
Price
Packing
0%
100%
Figure 4.3 shows that 100% participants were liked the taste of Bisconni
chocolate chip cookies which means that 24 responses out of 24 were for
preferring taste on price and packing.
Consumers satisfaction for Bisconni Chocolate Chip Cookies
4.4 What kind of change you want to see in current
packing?
Its Perfect
Color of wrapper
No.of cookies
25%
8%
67%
Figure 4.4 shows that 67% participants responded for No. of cookies which
means that 16 participants out 24 were wanted to see change in No. of cookies,
while 25% participants marked Bisconni Chocolate chip cookies as perfect which
means 6 participants out of 24 didn’t want any kind of change. However 8%
participants were wanted to see change in the color of wrapper that means 2
participants out of 24 want to see new packing.
4.5 What other item you like to consume with
Chocolate chip cookies?
Milk
Tea
Nothing
13%
54%
33%
Consumers satisfaction for Bisconni Chocolate Chip Cookies
Figure 4.5 shows that 54% participants didn’t like to consume anything with
chocolate chip cookies which means that 13 participants out of 24 didn’t like to
take anything with chocolate chip cookies, while 33% participants were liked to
take tea with chocolate chip cookies which means which means that there were 8
responses out of 24 for tea. However 13% participants were liked to have milk
with chocolate chip cookies which means 3 participants out of 24 liked to have
milk with chocolate chip cookies.
4.6 How many times in a week you buy(consume)
chocolate chip cookies?
Less then 10
21%
Greater then 10
None
8%
71%
Figure 4.6 shows that 71% participants consume chocolate chip cookies less than
10 in a week which means that the amount of consumption chocolate chip cookies
for 17 participants out of 24 cookies were less than 10 in a week, while 21%
participants were liked to buy chocolate chip cookies more than 10 in a week
which means that the amount of consumption of chocolate chip cookies for 5
Consumers satisfaction for Bisconni Chocolate Chip Cookies
participants out of 24 were more than 10 in a week. However 8% participants
didn’t have any specific amount of consumption in a week.
4.7 Where you buy Chocolate chip cookies the most?
University café
Super markets
12%
General stores
4%
84%
Figure 4.7 shows that 84% participants were liked to buy chocolate chip cookies
from general stores which means that 20 participants out of 24 were liked to buy
chocolate chip cookies from general stores, while 12% participants were liked to
buy chocolate chip cookies from there university cafes which means that 3
participants out of 24 were liked to buy chocolate chip cookies from there
university cafes. However 4% participants were liked to buy chocolate chip
cookies from super markets which means that only one participant out of 24 was
liked to buy chocolate chip cookies from super markets.
Consumers satisfaction for Bisconni Chocolate Chip Cookies
4.8 What is the most common thing which makes you to get
Bisconni chocolate chip cookies not other brand's cookies?
Quality
Taste
Packing
0%
17%
83%
Figure 4.8 shows that 83% participants were satisfied with the taste of Bisconni
chocolate chip cookies as compared to other brand’s cookies which means that 20
participants out of 24 were satisfied with the taste of Bisconni chocolate chip
cookies as compared to other brand’s cookies, while 17% participants were liked
the quality of Bisconni chocolate chip cookies as compared to others which means
that 4 participants out of 24 were satisfied with the quality of Bisconni chocolate
chip cookies as compared to other brand’s cookies. However no one answered for
packing.
4.9 Did you try all the other brands who make
chocolate cookies?
Yes
No
Will do
29%
54%
17%
Consumers satisfaction for Bisconni Chocolate Chip Cookies
Figure 4.9 shows that 54% participants had tired all the other brands of chocolate
cookies which means that 13 participants out of 24 had tired all the brands of
chocolate cookies, while 29% participants wanted to try other brands of chocolate
cookies in future which means that 7 participants out of 24 will want to try other
brands of chocolate cookies. However 17% participants didn’t try any other brand
of chocolate cookies which means that 4 participants out of 24 didn’t try any other
brands of chocolate chip cookies.
4.10 What make you satisfy most for Bisconni
Chocolate chip cookies?
Ads
Ingredients
17%
Company Reputation
25%
58%
Figure 4.10 shows that 58% participants were satisfied with the ingredients of
Bisconni chocolate chip cookies which means that 14 participants out of 24 were
satisfied with the ingredients of Bisconni Chocolate chip cookies, while 25%
participants were satisfied with the ads of Bisconni Chocolate chip cookies which
Consumers satisfaction for Bisconni Chocolate Chip Cookies
means that 6 participants were satisfied with the ads of Bisconni chocolate chip
cookies. However 17% participants were satisfied with the company reputation of
Bisconni chocolate chip cookies which means that 4 participants out of 24 were
satisfied with the company reputation of Bisconni chocolate chip cookies.
4.11 If free samples will offered what will you pick up
most?
Bisconni Chocolate chip cookies
Oreo
Any sandwich biscuits
0%
21%
79%
Figure 4.11 shows that 79% participants will like to pick free sample of Bisconni
chocolate chips cookies among Oreo and other sandwich biscuits which means that
19 participants out of 24 will pick up the free sample of Bisconni chocolate chip
cookies among Oreo and other sandwich biscuits, while 21% participants will like
to pick Oreo biscuits among the free samples of Bisconni Chocolate chip cookies
and other sandwich biscuits which means that 5 participants out of 24 will like to
pick up the free sample of Oreo biscuits among Bisconni Chocolate chip cookies
and other sandwich biscuits. However no one answered for other sandwich
biscuits.
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Consumers satisfaction for Bisconni Chocolate Chip Cookies
5. CONCLUSION
As we know Bisconni is one of the leading company among the snacks provider in
Pakistan its specific product chocolate chip cookies are highly getting popularity
among general public, so this research is being conducted to identify the core
reasons that why and how this product is penetrated into the consumers mind
because being a consumer its always come as a free will that where that consumer
will go and which product he like to use so its depends on company that what
features they going to put in their product to attract there consumer more. So we
studied the market trend of this product in two ways one is product based second
consumer based. In product based we studied very specifically the nature of the
product, the qualities, the feature and the taste of the product. We also studied what
is the offerings of Bisconni chocolate chip cookies and we went competitive
intelligence analysis where we studied its competitive products that what features
they are offering. On the other hand we studied Bisconni Chocolate chip cookies
consumers and non Bisconni chocolate chip cookies consumer that why a
consumer using this product and what’s making him to strict with the product, on
the other side we studied non Bisconni chocolate chip cookies consumer to identify
what’s stooping them to use this product and why they are using competitor’s
product.
Consumers satisfaction for Bisconni Chocolate Chip Cookies
Now to investigate these discussed scenarios we conduct to types of research
methods one is qualitative and the second is quantitative. In qualitative research we
conducted interviews with the consumers on zoom meetings we asked them
questions in regarding their views and thoughts about Bisconni chocolate chip
cookies and there priority on other brands such as Oreo biscuits. In quantitative
research we conducted a survey on Google form in which we get 24 responses for
Bisconni chocolate chip cookies and there priority on other brands. The results are
according to hypotheses where people like Bisconni chocolate chip cookies more
than other products because of its richness in taste, price and quality.
Our research method was based on different sort of surveys based on
M.C.Qs plus interviews. In surveys we had multiple type questions where a
consumer openly share their views and thoughts regarding Bisconni chocolate chip
cookies we conducted this questionnaire from different age participants, where age
range was from 20 to 25 of both male and female ,we asked them question about
the liking of Bisconni chocolate chip cookies in which 100% participants liked the
taste of Bisconni chocolate chip cookies ,then we asked about the change they
want to see in current packing on which 67% participants want to see change in
No. of cookies . Then we asked about that what they want to consume with
Bisconni chocolate chip cookies on which 54% participants don’t like to take
anything with Bisconni chocolate chip cookies. Then we asked about their
consumption of Bisconni chocolate chip cookies in a week on which 71%
participants consume Bisconni chocolate chip cookies less than 10 in a week. Then
we asked about that where they buy Bisconni chocolate chip cookies the most on
Consumers satisfaction for Bisconni Chocolate Chip Cookies
which 84% participants buy Bisconni chocolate chip cookies from general stores.
Then we asked about the comparison of Bisconni chocolate chip cookies with
other brands on which 83% participants were liked Bisconni chocolate chip
cookies because of its good quality as compared to other. Then we asked them that
did they try all the other brands who make chocolate cookies on which 54%
participants said that they tried all the other brands of chocolate cookies then we
asked them about their satisfaction point for Bisconni chocolate chip cookies on
which 58% participants were satisfied due to the ingredients of Bisconni chocolate
chip cookies. After that we asked them about their preference in which we asked
them if free samples will offered which will you pick up we had options like
Bisconni chocolate chip cookies, Oreo biscuits and any other sandwich biscuits on
which 79% participants picked Bisconni chocolate chip cookies.
However in our qualitative research we conducted live zoom meetings with 6
participants and we asked them same questions but the audience on zoom meetings
was different from Google form’s questionnaire. We didn’t conduct the interview
with those participants who filled the Google form questionnaire. So in these
meetings there were 5 males and 1 female and we asked them the same questions
but we highlighted some most important points in our report. On our question
about liking the Bisconni chocolate chip cookies all the 6 participants answered
that the taste of Bisconni chocolate chip cookies is good that’s why they like to eat
Bisconni chocolate chip cookies. Then we asked about the change they want to see
in current packing on which 2 participants said that it’s perfect while 2 participants
want to see change in No. of cookies and 2 participant said that they want to see
Consumers satisfaction for Bisconni Chocolate Chip Cookies
the change in color of wrapper. Then we asked them about their consumption of
Bisconni chocolate chip cookies in a week on which 4 participants said that they
consume Bisconni chocolate chip cookies less than 10 in a week while 2
participants said that they consume Bisconni chocolate chip cookies more than 10
in a week. Then we asked them about their satisfaction point for Bisconni
chocolate chip cookies on which 2 participants said that they are satisfy because of
the company reputation of Bisconni while 3 participants was satisfy by the
advertisements and 1 participant was satisfy by the ingredients. Then we asked
them that where they buy Bisconni chocolate chip cookies most on this all the 6
participants said that they buy Bisconni chocolate chip cookies from general stores.
Then we asked them that why they give priority to Bisconni chocolate chip cookies
on other brand’s cookies on which 4 participants said that the quality of Bisconni
chocolate chip cookies is much better than other brands that’s why they give
priority to Bisconni chocolate chip cookies while 2 participants said that they give
priority because of the rich taste of Bisconni chocolate chip cookies. At last we
asked them that if you will offered free samples which will you pick up most on
this 4 participants said that they will pick Bisconni chocolate chip cookies while 2
participants said that they will pick Oreo biscuits.
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