Parle Gluco


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History
Parle Products was established in the Vile Parle suburb of Mumbai, in 1929. It began manufacturing biscuits in 1939. In 1947, when India became independent, the company launched an ad campaign, showcasing its Gluco brand of biscuits as an Indian alternative to the British biscuits.[2]
Parle-G biscuits were earlier called 'Parle Gluco' Biscuits until 1980s. The "G" in the name Parle-G originally stood for "Glucose", though a later brand slogan also stated "G means Genius".

About the company
A cream colored yellow stripped wrapper with a cute baby photo containing10 – 12 biscuits with the company’s name printed in Red and you know these areParle G biscuits. Times changed, variety of biscuits did come and go but nothinghas changed with these biscuits. Yes, the size of their packing has definitelychanged but for the consumers good as these are money savers pack. The Parle name conjures up fond memories across the length and breadth of thecountry. After all, since 1929, the people of India have been growing up on Parlebiscuits & sweet
nitially a small factory was set up in the suburbs of Mumbai city, tomanufacture sweets and toffees. The year was 1929 and the market was dominatedby famous international brands that were imported freely. Despite the odds andunequal competition, this company called Parle Products, survived and succeeded,by adhering to high quality and improvising from time to time.A decade later, in 1939, Parle Products began manufacturing biscuits, inaddition to sweets and toffees. Having already established a reputation for quality,the Parle brand name grew in strength with this diversification. Parle Glucose andParle Monaco were the first brands of biscuits to be introduced, which later went onto become leading names for great taste and qualityFor around 75 years, Parle have been manufacturing quality biscuits andconfectionery products. Over the years Parle has grown to become a multi million-dollar company with many of the products as market leaders in their category. Therecent introduction of Hide & Seek chocolate chip biscuits is a product of innovation and caters to a new taste, being India’s first ever chocolate-chipbiscuits.
Evoluation of parle-g
Parle-G has been a strong household name across India. The greattaste, high nutrition, and the international quality, makes
Parle-G a winner.No wonder, it's the undisputed leader in the biscuit category for decades.
Parle-G is consumed by people of all ages, from the rich to the poor, living incities & in villages. While some have it for breakfast, for others it is acomplete wholesome meal. For some it's the best accompaniment for chai, while for some it's a way of getting charged whenever they are low on energy.Because of this,
Parle-G is the world's largest selling brand of biscuits

Launched in the year 1939, it was one of the first brands of ParleProducts. It was called Parle Glucose Biscuits mainly to cue that it was aglucose biscuit. It was manufactured at the Mumbai factory, Vile Parle andsold in units of half and quarter pound packs


Consumer behaviour

In India it is a habit to have biscuits along with chai or tea - Parle G is referred to as"biskut" in rural areas - thus when asked for biskut to a shopkeeper it simply meansParle-G biscuit in rural areas.Understanding consumer behavior is tough. The study of consumer behaviorincludes the knowledge about the consumer, his buying motives & buying habits Keeping all this in mind, the factors influencing the buying behaviour of consumers are:

Parle-G being a consumable product is not influenced by factors like culturalfactors. As shown above, social factors are further sub divided into 3 parts namely reference groups, family & social role & status.1)

1.Reference Group
People, especially kids are always influenced by the people around them. They are influenced by friends, relatives, family members specially elder siblings,etc. so if they see anyone around them having parle-G biscuit, they too want to eatit.

2) Family
In his case also, if it’s a usual habit of the family members to have pale-G with tea or coffee, the kids in the growing stage or any new member joining thefamily for tea will form a similar habit or the later will be offered the same biscuit.
Personal Factors
The factors whose intensity differs from person to person are together termed aspersonal factors. They are as follows: -

1) Age
Parle-g is consumed maximum by the kids in the age group of 5-10 years i.e.the growing age group. Kids, who have formed the habit of having Parle-G intheir early stages of life, continue this practice even after growing up. Theycontinue their consumption of Parle-G even after they grow up.

2) Occupation
The buying behavior of the consumer is influenced also by the occupation heor she belongs to. In case of Parle-G, the purpose for buying the product variesfrom a person with a high post in a M.N.C. to a poor laborer. For the executiveemployee, he may or may not buy the product. He may buy a more expensive oran imported biscuit brand because he can afford it. Also he may buy it only to beone of the many snacks available to him. On the other hand, a poor laborer would buy a packet of Parle-G simply to satisfy his hunger. For him, it is notmatter of choice or luxury, but a necessity because it’s the easiest & thecheapest he can get.

3) Income
Income of a person decides its core expenditure segment. If a laborer earns afixed amount & if a biscuit like parle-g which for sure ensures high level glucose content & immediate energy regained, he would defiantly opt to buy a parle biscuit packet & not spend even that minimal amount of Rs.4 on anything else. But since Parle-G is a low-priced, value for money product a person’s income does not really play a role in influencing the purchase of the product. Consumers of all income groups do buy the product.

Psychological Factors

1) Motivation
For Parle-G the main & the basic motivation which pulls consumers towards buying it is simply hunger. This is what pulls the consumers towards the purchase of Parle-G. Also, since biscuits are perceived as snacks, when a consumer is drinking tea he or she is motivated to buy Parle-G at that time.

2) Perception-
consumers believe Parle-G to be a good quality product which is cheap too. They also perceive it to be a great snack with tea

For Parle hide & seek:

Social factors1)
Reference groups- parle hide & seek is targeted at the youth. So for this product consumers are influenced by their friends and siblings.2) Status- Parle hide & seek is a high priced product. So consumers in the higherincome groups would prefer to buy the product over other brands since it would bea matter of higher status.

Personal factors
1.Age- the advertisements of this product are such that people in the age groupfrom 15 to 28 are likely to be influenced to buy this product. But at the same time, since this product has been endorsed by a celebrity (Hrithik Roshan) and since it is made of chocolate chips, children are also likely to be major consumers.

2.Occupation- Major Consumers for Parle hide & seek are students.3)

3.Income- since it is a high-priced product; the potential consumers for this product are high income earners. A person who is earning more is more likely to buy this product than a person who earns comparatively lower income.

Psychological factor

Perception-Consumers perceive this brand as ’tasty and crispy’ ...chocolate not very sugary. It is perceived as a brand leader in this segment and some firmly believe that there is no competitor while mostly people regarded ’Britannia bourbon’ as its main competitor ; very few consumers know that ’good day- choco nuts’ is its competitor..