Customer Satisfaction of Balaji wafers on gen z generation of Vadodara Region
Customer Satisfaction, Brand Loyalty, Balaji Wafers,Gen z,FMCG industry, Purchase Behaviour of Gen z, Vadodara Region
This research study, titled "Customer Satisfaction of Balaji Wafers on Gen Z Generation," investigates the level of satisfaction and the underlying drivers of brand preference among Generation Z consumers, specifically focusing on the Vadodara region. As the packaged snacks industry in India experiences rapid growth due to urbanization and shifting dietary habits, wafers have emerged as a dominant segment, accounting for approximately 45% of the total organized snacks market. Balaji Wafers, a homegrown brand established in 1994 in Rajkot, Gujarat, has secured a significant market share holding nearly 90% in its home state and ranking as the third-largest salty snacks brand nationwide-by prioritizing high volume, localized flavours, and affordable pricing. The primary objective of this study is to assess how effectively Balaji Wafers meets the evolving expectations of Gen Z, a demographic characterized by being highly experimental, value-driven, and digitally connected. The research examines various satisfaction determinants, including taste, price, product quality, packaging, and availability. Utilizing a descriptive research design, primary data was collected through a structured online questionnaire distributed via Google Forms to a target population of individuals aged 18-25. This methodology ensured direct engagement with a demographic that makes independent buying decisions and is frequently exposed to diverse snack brands. The findings reveal that the majority of Gen Z respondents are "satisfied to highly satisfied" with Balaji Wafers, highlighting a strong brand acceptance within this segment. Taste and Flavors variety emerged as the most critical factors driving satisfaction, followed closely by the brand's "value-for-money" proposition, particularly its generous quantity in entry-level packs. Furthermore, the study identifies that easy availability in local kirana stores and college canteens significantly boosts purchase frequency and convenience. While brand loyalty is evident through high repeat purchase rates, the research also notes that Gen Z's buying behaviours is often impulsive and influenced by peer recommendations.
Despite the overall positive sentiment, the study identifies several growth opportunities. To
maintain its competitive edge against national and international rivals, Balaji Wafers is
encouraged to enhance its digital marketing presence and social media engagement to better
resonate with young consumers. Additionally, the introduction of healthier or baked snack
options and more innovative, limited-edition flavours could cater to the increasing health
consciousness and desire for novelty among the Gen Z population. This study provides
valuable strategic insights for Balaji Wafers to refine its product offerings and communication
strategies for long-term sustainability in the competitive snack market.
Registration ID: IJVRA_702719 Published ID: IJVRA26A3062
"Customer Satisfaction of Balaji wafers on gen z generation of Vadodara Region ", IJVRA - International Journal of Versatile Research and Analysis (www.IJVRA.org), ISSN:2984-8903, Vol.4, Issue 3, page no.146-154, March-2026, Available :https://ijpub.org/ijvra/papers/IJVRA26A3062.pdf
Paper Reg. ID: IJVRA_702719
Published Paper Id: IJVRA26A3062
Research Area: Management All
Country: Vadodara , Gujarat , India
ISSN: 2984-8903 | IMPACT FACTOR: 9.12 Calculated By Google Scholar | ESTD YEAR: 2023
An International UGC CARE JOURNAL PUBLICATION Low Cost (₹599), Scholarly Open Access, Peer-Reviewed, Refereed Journal Impact Factor 9.12 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage, Crossref DOI Member Journal Indexing in All Major Database & Metadata, Citation Generator
Publisher: IJVRA (IJ Publication) Janvi Wave
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