Assessment of the Brand Image of Bikaji Foods International Limited in Bikaner City

Indian snack food market has reached a value of Rs. 1530 crore. It is one of the largest snack markets in the world. The industry has been growing around 10% for the last three years, while the branded segment is growing around 25% per annum. Bikaji is one of them and going to be the biggest bhujia and namkeen manufacturer in Asia. This study was conducted to have an overview of regarding the brand image of Bikaji Foods International Limited in Bikaner city; researcher tried best to find out brand image and position of Bikaji. The objective aimed to know the perception of consumers and retailers towards products of Bikaji. For this different factor were taken into consideration like packaging, lead time, price and product range. Evaluation of competitive environment for the Bikaji also has done. After analysis conclusions were obtained like consumers and retailers were highly certain with the quality of Bikaji products. They think that Bikaji is very good in quality; Bikaji products are more expensive as compared to competitors according to the both; lake of awareness about new products; Bikaji was not laying much emphasis on retailers; Bhikharam Chandmal and Bishanlal Babulal emerged as the biggest competitors of Bikaji; Very less retailers were getting schemes and offers from Bikaji and other companies and packaging also having problems in terms of protection of products