• Dr.K.R.Mahalaxmi
• P. Ashok Pandian

Indian organizations like Parle and Anmol is considered a number of the highest biscuits brands in India. The Indian biscuit business gained prominence within the national store scene throughout the later a part of the twentieth century. This was the time once the urban population was searching for ready-made food at a convenient price. Earlier on, biscuits were considered a part of those that were sick, however at the present is one in all the foremost most well-liked quick foods across varied age teams. Their quality has full-grown as a result of they'll be carried simply and that they supply a good form of tastes and also are not that pricey. The top leading companies in the biscuit industry are Parle, Britannia, Sunfeast, Priyagold, Cremica, Dukes, Anmol etc. This study aims to study which brand of biscuits do the respondents prefer and their attitude towards the particular brand. For the purpose of the study data was collected from the respondent using questionnaire. The data that was collected was analyzed and the analysis reveal that there is association between the age, occupation and the biscuits the respondents prefer, from where they buy biscuits etc. And it was also found that mostly the respondent in trichy region have positive attitude towards Britannia.

Biscuits, Consumer preference, Consumer attitude, Britannia, Parle.

"A STUDY ON CONSUMER PREFERENCES AND ATTITUDE TOWARDS BRITANNIA BISCUITS IN TRICHY REGION", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 5, page no.487-493, May-2019, Available :http://www.jetir.org/papers/JETIR1905475.pdf

"A STUDY ON CONSUMER PREFERENCES AND ATTITUDE TOWARDS BRITANNIA BISCUITS IN TRICHY REGION", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 5, page no. pp487-493, May-2019, Available at : http://www.jetir.org/papers/JETIR1905475.pdf