13 - For Merge

Methods of Business Research
Submitted to: Ms. Salma Mirza
SUBMITTED BY
Kamran Aziz
M. Hamza
M. Ali Hamza Kamal
Avais Babar Chishti
Proposed Project
1. PROBLEM BACKGROUND
The cooking oil industry is a very large sector in Pakistan. Its status as
a common household FMCG makes it one of the most pertinent of the
products. . However, the practice of cooking oil marketing has not yet
reached a stage where consumers can psychologically associate
themselves with the product. The cooking oil marketing mainly focuses
on the qualities and attributes of the product, rather than the
consumer’s attitudes and perceptions, regarding the product. For
example, many companies promote their products by focusing on the
specific health benefits associated with the product. The management
problem, hence, is understanding the psyche of the consumer
regarding the different brands of cooking oils.
2. MANAGEMENT PROBLEM
To devise an effective positioning strategy and understanding the
attitudes of cooking oil consumer.
Identifying and segmenting the target market of Dalda based on

consumer perceptions about the product.
RESEARCH QUESTIONS
How to identify a typical consumer of Dalda cooking oil?
How different is a Dalda Cooking Oil consumer from a competitors’

consumer? (on a scale of education, health consciousness, brand
loyalty etc.)
Does the difference in consumer lifestyle affect the preference for

cooking oil?
What are the perceived attributes associated with the different brands
of cooking oil?
What do people expect from cooking oils?

RESEARCH OBJECTIVES
To identify a typical Dalda consumer on the basis of Demographics,

Psychographics, Media influence etc?
To stereotype and differentiate the Dalda Cooking Oil consumer relative

to its competitors
To evaluate people expectations regarding the cooking oils?
To assess consumer attitudes and perceptions towards the Dalda

Cooking Oil and its competitors
To conduct a consumer segmentation research for Dalda Cooking Oil

and its competitors.
To analyze the positioning of Dalda, with respect to its competitors
3. Approach to the problem:

According to our exploratory research findings, there is no clear
segmentation of the consumers in the cooking oil market. Moreover,
the literature survey from researches conducted by the Dalda Foods
Limited shows us that no research has been done to clearly define the
lifestyle of a typical Dalda Cooking Oil customer. With such limitations,
we seek to identify the trends in the overall cooking oil market.
Therefore, our research would be aimed at segmenting the market
based on the demographics and the psychographics. Moreover, we
would also try to define the lifestyle of the typical Dalda Cooking Oil
customer to help in the organization to clearly position its product
based on our research findings.
4. Type of Study:
Firstly, our initial research to find the segmentation in the cooking oil
market would be purely descriptive. As we seek to identify different
consumer segments, the major purpose of descriptive research is to
describe the characteristics of the population. In addition to that, we
also plan to compliment our research with the findings of some
qualitative research conducted through in-depth interviews. In order to
determine the lifestyle of a typical Dalda Cooking Oil customer, we
need to use some judgmental analysis in the form of qualitative
research.
5. Hypothesis
Ho: A Typical Dalda consumer is a housewife of age between 25 to 45

years.
Ha: A Typical Dalda consumer is not a housewife of age between 25 to
45 years.
Ho: Dalda, as a cooking oil, is not accepted by the consumer due to its
image as a ghee or banaspati.
Ha: Dalda ,as a cooking oil, is accepted by the consumer despite its
image as a ghee or banaspati.
Ho: A Dalda Consumer is quite different in terms of lifestyle and

psychographics, than that of its competitors.
Ha: A Dalda Consumer is not quite different in terms of lifestyle and
psychographics, than that of its competitors
Ho: Quality is the most important feature affecting the purchase of the
cooking oil
Ha: Quality is the not the most important feature affecting the
purchase of the cooking oil
Ho: People choice of cooking oil is very much affected by the advice
given by credible people such as doctors.
Ha: People choice of cooking oil is not quite affected by the advice
given by credible people such as doctors.
Ho: consumer segmentation based on psychographics can be done in

cooking oil industry.
Ha: consumer segmentation based on psychographics cannot be done
in cooking oil industry.
6. Research Design:
The survey research method will be basic research design. However,
second part of our research will also include in-depth interviews. We
plan to conduct the survey through questionnaires. The questionnaires
will firstly identify the link between the different age groups and the
brand of cooking oil used, and further explore the psychographic
factors behind the choice of the cooking oil brand. Apart from that, our
in-depth interviews would be aimed at identifying the daily activities
and similarities between several Dalda Cooking Oil customers.
Some sample questions that will be asked are:
What brand of cooking oil do you use?

 Dalda Cooking Oil
 Habib Cooking Oil
 Sufi Canola Oil, Soybean, and Sunflower Cooking Oil
 Seasons Canola Oil
 Soya Supreme Cooking Oil
 Borges Olive Oil
 Rafhan Corn Oil
 Other. Please specify_______________________
Who makes the cooking oil buying decision in your household?

 Myself
 Husband
 Children
 Mother-in-law
What is the most important feature of cooking oil?

 Quality
 Smell
 Taste
 Price
 Health benefits
7. Target Population
Housewives between the age of 25 and 55
Sample size
Cooking Oil Brand Number of
Respondents
Dalda Cooking Oil 30
Habib Cooking Oil 30
Dalda Banaspati 30
Soya Supreme Cooking Oil 30
Rafhan Corn Oil 30
TOTAL 150
8. Sampling Technique:
As we require a specified sample, we would use the non-probability
sample. It will be a stratified sample chosen from the population of
Socioeconomic class B+ and above. We will we collecting information
from those areas of the city that lie in the above mentioned bracket.
9. Field work
The field work will primarily be conducted by our group. However, if the
task seems out of our budgeted time, we have been given the
opportunity to outsource it to the Dalda’s research people. The field
work will require door to door questionnaire filling, short questionnaires
filled by consumers of cooking oils etc.
10. Budget and Time Schedule

As far as budget is concerned we have discussed this matter with the
top management of Dalda. The budget will definitely be initially
contained within the limit of the participants expenditure. However,
during the course of our research, we will discuss our proceedings with
the management of dalda and if they decide to finance us we will
expand our budget. A rough figure of the budgeted costs will lie
between Rs. 10,000 to Rs. 60,000. In general however, the payment
we will get from company, as assured will be
Expenses + X
Where, x will be determined on the quality of work we provide, and its
usefulness to the management of dalda.
As Far as time schedule is concerned, we are have already defined the
time domain of our research as 3 months, and we will finish it in the
next 50 to 55 days from now.
DALDA
13. Dalda Banaspati * 2. Have you ever consulted doctor about food? Crosstabulation
Count
2. Have you ever consulted doctor about
food? Total
No Yes Not Answered
13. Dalda
Banaspati Yes 7 8 0 15
2. Have you ever consulted doctor about food?
Not Answered
0%
No
47%
No
Yes Yes
53%
Not Answered
The result shows that half of the people have actually sought the
advice of doctor in their decision about the cooking oil. The other half
will not be taken in our further analysis.
13. Dalda Banaspati * 3. If yes, then did the doctor give any suggession about the
cooking oil? Crosstabulation
Count
3. If yes, then did the doctor give any Tota
suggession about the cooking oil? l
Not
No Yes Applicable
Ye
13. Dalda Banaspati s 0 7 8 15
3. Out of people who visited doctor, how many got any cooking oil
recommended?
Yes
47% Yes
Not Applicable Not Applicable
53%
100% of people who visited doctors were recommended some cooking oil
The result shows that all the people who visited doctor, concerning
their food, had received some advice on their use of cooking oil. This
highlights the importance of doctors’ advice on food and consequently
cooking oil.
13. Dalda Banaspati * 4. If yes, then how regularly do you follow his advice?
Crosstabulation
Count
4. If yes, then how regularly do you follow Tota
his advice? l
V. Not Regularl Rarel
Regularly Applicable y y
13. Dalda Ye
Banaspati s 0 8 5 2 15
4. If yes, then how regularly do you follow his advice?
V. Regularly
Rarely 0%
13%
V. Regularly
Not Applicable
Not Applicable
54%
Regularly
Regularly Rarely
33%
4. Among the people who got some advice, how many follow the advice ...
V. Regularly
0%
Rarely
29%
V. Regularly
Regularly
Rarely
Regularly
71%
The results show that at least 47% of Dalda Banapati ghee users have
been to Doctor to discuss their food habits. Out of these people who’ve
been to Doctor, all of them got advice regarding cooking oil. And now if
we consider only these people who got some advice from doctor, 71%
follow this advice regularly and 29% rarely follow this advice. This
shows that in total 33% people out of the Dalda cooking oil population
had their decision affected by the doctor’s advice.
13. Dalda Banaspati * 6. In your opinion, how compatible are the clothes worn
now a days with the moral code? Crosstabulation
Count
6. In your opinion, how compatible are the
clothes worn now a days with the moral code?
1 2 3 4 5 6 7 Not Answered
13. Dalda Banaspati Yes 1 1 0 3 2 0 6 2
6. How compatible are the clothes worn now a days compatible with societal moral
code
4
Series2
3
0
1 2 3 4 5 6 7
Here as it is evident, most consumers of Dalda cooking oil consider the

modern dresses as rather unacceptable according to their modern
standards. The objective of this question was to understand the
preferences of Dalda cooking oil with respect to their dressing and
attire. This result might help the management in designing their
advertising campaigns (like the type of models to be used their
dressing etc. )
13. Dalda Banaspati * 7. Do you exercise? Crosstabulation
Count
7. Do you
exercise? Total
Not
No Yes Answered
13. Dalda Banaspati Yes 12 2 1 15
7. Do you exercise
Not Answered
7%
Yes
13%
No
Yes
Not Answered
No
80%
This clearly shows that the consumer of Dalda cooking oil is not very
conscious about their health, as 80% do not exercise at all.
13. Dalda Banaspati * 8. If yes, then how regularly do you
exercise? Crosstabulation
Count
8. If yes, then how
regularly do you exercise? Total
Not Not
1 Applicab Answer
0 1 2 3 4 5 6 7 8 0 le ed
13. Dalda Banaspati Yes 1 0 0 0 1 2 0 0 0 0 10 1 15
The analysis and graph of this question becomes irrelevant as

most people do not exercise, so this question for the dalda
consumers is automatically declared void.
13. Dalda Banaspati * 9. Who, in your home, decides about the food to be cooked? Crosstabulation
Count
Tota
9. Who, in your home, decides about the food to be cooked? l
M Childere Not Paren Husband n' Al
e n Answered ts Wife l
13. Dalda Banaspati Yes 7 1 0 1 1 5 15
9. Who, in your home, decides about the food to be cooked?
All
33%
Me
Me
46% Childeren
Not Answered
Parents
Husband n' Wife
All
Husband n' Wife
7%
Parents Childeren
7% 7%
Not Answered
0%
The results shows that the decision is made by the housewife herself
half of the time or it is collectively done. This shows the importance of
targeting housewife as the potential buyer and also the management
of Dalda should consider the fact that a good chunk of their consumer
makes the decision collectively, therefore they need to promote a
family outlook of their Brand.
13. Dalda Banaspati * 10. Rate the following according to their importance
Crosstabulation
Count (Quality).
10. Rate the following according to their
importance Total
Not
1 2 4 5 Answered
13. Dalda Banaspati Yes 0 0 1 14 0 15
Ratings of Quality
16
14
12
10
8 Series2
0
1 2 3 4
The results clearly show that the most important thing affecting the
purchasing pattern of a Dalda cooking oil consumer is the Quality of
the product.
Crosstabulation
Count (Price)
10. Rate the following according to
their importance Total
Not
1 2 3 4 5 Answered
Ratings of Price
4 Series1
0
1 2 3 4 5 Not Answered
This shows that price is the second most important decision affecting
the purchase of cooking oil.
Crosstabulation
Count (BRAND)
Not
1 2 3 4 5 Answered
Ratings of Company Name
4 Series1
0
The company name also plays a good role in deciding the purchase of
cooking oil. A good percentile of people chose it to be the second most
important factor in their purchasing decision.
Crosstabulation
Count (Prize
Schemes)
Not
1 2 3 4 5 Answered
Ratings of Prize Schemes
3 Series2
0
1 2 3 4 5
This did not affect, much, the purchasing decision of the cooking oil,
although some people actually were influenced by this decision.
Crosstabulation
Count
Not
1 2 3 4 5 7 Answered
Ratings of Discount Schemes
4 Series2
0
1 2 3 4 5 6
This is probably the most insignificant factor that affected the

purchasing pattern of the Dalda cookin oil consumer, only 2 people
gave it 2nd and 3rd priorities.
13. Dalda Banaspati * 11. When buying cooking oil, nothing is more important than
the quality Crosstabulation
Count
11. When buying cooking oil, nothing is
more important than the quality Total
1 2 3 4 5 6 7
11. When buying cooking oil, nothing is more important than quality
4 Series2
0
1 2 3 4 5 6 7
The importance of Quality is highlighted here again as the majority of

people again chose to completely agree with the statement. This
signifies the paramount importance of quality in the purchase of
cooking oil.
13. Dalda Banaspati * 12. Do you prefer to dine in or dine out? Crosstabulation
Count
Tota
12. Do you prefer to dine in or dine out? l
O
Only Mostly Sometimes In, Mostl nly
0 Out Out Sometimes Out y In In
13. Dalda Ye
Banaspati s 0 2 0 5 5 8 15
Do you prefer to to dine in or out? Only Out

Only Out Mostly Out
7%
Sometimes In, Sometimes Out
Mostly Out Mostly In
Only In 0%
Only In
27%
Sometimes In,
Sometimes Out
33%
Mostly In
33%
This question was intended, like other questions, to understand the

lifestyle of a typical Dalda consumer. A Dalda consumer prefers to dine
inside the home and occasionally go out on the dinner. This highlights
the further co-relation between the food and domestic consumption of
cooking oil.
RAFHAN
13. Rafhan Cooking Oil * 2. Have you ever consulted doctor about food?
Crosstabulation
Count
2. Have you ever consulted
doctor about food? Total
No Yes Not Answered
13. Rafhan Cooking Oil Yes 9 6 1 16
2. Have you ever consulted doctor about the food?
Not Answered
6%
No
Yes
38% Yes
No Not Answered
56%
Most of the Rafhan Consumers have not been to a doctor, for their
advice about food. Only 38% have been to the doctor in total.
13. Rafhan Cooking Oil * 3. If yes, then did the doctor give any suggession
about the cooking oil? Crosstabulation
Count
3. If yes, then did the doctor give
any suggession about the cooking
oil? Total
No Yes Not Applicable
3. If yes, then did doctor give any suggestion about cooking oil?
No
6%
Yes
31%
No
Yes
Not Applicable
Not Applicable
63%
3. Out of people who visited doctor, how many got any cooking oil
recommended?
No
17%
No
Yes
Yes
83%
Out of those 38% who sought advice about food, a very high 83% got
advice about the cooking oil. This again signifies the importance of
Healthy food and good cooking oil.
13. Rafhan Cooking Oil * 4. If yes, then how regularly do you follow his advice?
Crosstabulation
Count
4. If yes, then how regularly do you follow his Tota
advice? l
13. Rafhan Cooking
Oil Yes 1 11 2 2 16
4. If yes, then how regularly do you follow his advice?
Rarely V. Regularly
13% 6%
Regularly
13% V. Regularly
Not Applicable
Regularly
Rarely
Not Applicable
68%
Out of people who were given some recommendation ...
V. Regularly
20%
Rarely
40% V. Regularly
Regularly
Rarely
Regularly
40%
However, 60% regularly follow this advice, which makes the

importance of Doctor’s advice somewhat less significant. The total
effectiveness of Doctor’s advice is 19% . That is, 19% of the total
Rafhan consumers are affected by the cooking oil advice.
13. Rafhan Cooking Oil * 6. In your opinion, how compatible are the clothes worn now
a days with the moral code? Crosstabulation
Count
6. In your opinion, how compatible are the
clothes worn now a days with the moral code? Total
Not
1 2 3 4 5 6 7 Answered
13. Rafhan Cooking Oil Yes 0 2 1 3 1 2 6 1 16
How compatible are the clothes worn now a days with the moral code?
4
Series1
3
0
1 2 3 4 5 6 7 Not
Answered
This shows a relatively, mixed trend, still, majority of the consumers

opted for the inappropriateness of the clothes worn nowadays.
However, we are indifferent on the exact attitude of the Rafhan
cooking oil consumer towards the Clothing preferences, with the
existing data.
13. Rafhan Cooking Oil * 7. Do you exercise? Crosstabulation
Count
7. Do you
exercise? Total
Not
No Yes Answered
7. How regularly do you exercise?
No
44%
No
Yes Yes
56%
This shows that more than half of the Rafhan consumers do actually
exercise and are health conscious.
13. Rafhan Cooking Oil * 8. If yes, then how regularly do you exercise?
Crosstabulation
Count
8. If yes, then how regularly do you
exercise?
Not
1 Not Answer
0 1 2 3 4 5 6 7 8 9 0 Applicable ed
13. Rafhan Cooking 1
Oil Yes 0 1 0 1 2 0 1 1 1 0 2 7 0 6
How regularly do you exercise?
4 Series1
The people who exercise, mostly do some moderate degree of exercise

and cannot be classified as either very health conscious and neither as
laid back people. Infact, it will be safe to assume that a typical Rafhan
consumer is somewhat health conscious.
13. Rafhan Cooking Oil * 9. Who, in your home, decides about the food to be cooked?
Crosstabulation
Count
9. Who, in your home, decides about the food to be Tota
cooked? l
M Childere Parent Husband n' Al
e n Not Answered s Wife l
13. Rafhan Cooking Oil Yes 8 1 0 0 1 6 16
Who in your home decides about the food to be cooked?
All
38%
Me
Me Childeren
50% Not Answered
Parents
Husband n' Wife
All
Husband n' Wife

6% Parents Childeren
0% 6%
5
Series1
4
0
Me Childeren Not Answered Parents Husband n' Wife All
The results show that the housewife is the main factor making the
purchasing decision. In many cases of rafhan cooking oil, all the family
members also pitch in their choice of cooking oil. The unique point here
is that housewife makes the decision or at least contributes to the
decision in 94% (50%+38+6+) of the instances.
????
13. Rafhan Cooking Oil * 10. Rate the following according to their importance
Crosstabulation
Count (Quality)
10. Rate the following according to their Tota
importance l
Not
1 2 4 5 Answered
13. Rafhan Cooking Oil Yes 0 1 3 12 0 16
Ratings of Quality
14
12
10
8
Series1
6
0
Here it is evident that quality is in fact the most important of the

factors affecting the purchase of the cooking oil.
Crosstabulation
Count
Not
1 2 3 4 5 Answered
Ratings of Price
3 Series2
0
1 2 3 4 5
Rafhan consumers also think that price is an important consideration

for the purchase of oil. However, it is not considered to be a very
forceful factor in the buying decision.
Crosstabulation
Count
Not
1 2 3 4 5 Answered
4
Series2
3
0
1 2 3 4 5
Rafhan consumers place the company name as the second most

important factor. They are pretty much affected by the brand they are
buying and since rafhan is a unilever brand, we think that it has
definitely made an impact on the purchasing decision.
Crosstabulation
Count
Not
1 2 3 4 5 Answered
10
9
8
7
6
5 Series2
4
3
2
1
0
1 2 3 4 5
Prize schemes are not considered to be a very strong factor and the
consumers are not very much affected by the presence of such prize
schemes.
Crosstabulation
Count
Not
Answere
1 2 3 4 5 7 d
13. Rafhan Cooking Oil Yes 5 6 4 1 0 0 0 16
Ratings of Discount Schemes
4
Series2
3
0
1 2 3 4 5 6
Discount schemes, though having a greater impact than prize

schemes, also do not affect much of the buying decision. However,
they can be said to be a slightly important factor in the buying
decision.
13. Rafhan Cooking Oil * 11. When buying cooking oil, nothing is more important
than the quality Crosstabulation
Count
11. When buying cooking oil, nothing is Tota
more important than the quality l
1 2 3 4 5 6 7
13. Rafhan Cooking Oil Yes 10 3 2 0 0 0 1 16
Why buying a cooking oil, nothing is more important than quality
12
10
6 Series2
0
1 2 3 4 5 6 7
Quality is regarded as the most important thing by the rafhan

consumer. They really think that it is very pertinent to the cooking oil
that it is of high quality.
13. Rafhan Cooking Oil * 12. Do you prefer to dine in or dine out? Crosstabulation
Count
Tota
12. Do you prefer to dine in or dine out? l
O
Only Mostly Sometimes In, Mostl nly
0 Out Out Sometimes Out y In In
13. Rafhan Ye
Cooking Oil s 0 0 0 9 5 2 16
12. Do you prefer to dine in or dine out?
Only Out
0%
Only In Mostly Out
13% 0%
Only Out
Mostly Out
Sometimes In, Mostly In
Mostly In
31% Sometimes Out Only In
56%
Rafhan consumer prefers to dine out sometimes. This suggests, that

they have a lifestyle where they go out to eat food occasionally. This is
unlike Dalda consumers, who preferred mostly, to dine in only.
SOYA SUPREME
13. Soya Supreme * 2. Have you ever consulted doctor about food? Crosstabulation
Count
2. Have you ever consulted doctor
about food? Total
Not
No Yes Answered
13. Soya Supreme Yes 23 7 0 30
2. Have you ever consulted doctor about food?
Not Answered
Yes 0%
23%
No
Yes
Not Answered
No
77%
Most of the people have never consulted the doctor on their food
habits, and therefore, the effectiveness of Doctors’ advice on the
buying decision is already made less important by this fact.
13. Soya Supreme * 3. If yes, then did the doctor give any suggession about the
cooking oil? Crosstabulation
Count
3. If yes, then did the doctor give any
suggession about the cooking oil? Total
No Yes Not Applicable
3. if yes then did doctor recommend you any cooking oil?
No
7%
Yes
17%
No
Yes
Not Applicable
Not Applicable
76%
The graph for only recommended people is not applicable here because very small
people portion of soya supreme consumers went to doctor
Since very small portion of people sought doctor’s advice, further

analysis is not very helpful.
13. Soya Supreme * 4. If yes, then how regularly do you follow his advice?
Crosstabulation
Count
4. If yes, then how regularly do you follow his Tota
advice? l
13. Soya
Supreme Yes 2 25 3 0 30
30
25
20
15 Series1
10
0
V. Regularly Not Applicable Regularly Rarely
here also the graph for people who follow advice is not required coz very few people
Since very small portion of people sought doctor’s advice, further

analysis is not very helpful.
13. Soya Supreme * 6. In your opinion, how compatible are the clothes worn now a
days with the moral code? Crosstabulation
Count
6. In your opinion, how compatible are the Tota
clothes worn now a days with the moral code? l
Not
Answere
1 2 3 4 5 6 7 d
13. Soya Supreme Yes 6 2 1 7 4 2 8 0 30
5
Series2
4
0
1 2 3 4 5 6 7
The graph shows a very diversified trend, and it will be safe to assume
that the consumer of Soya supreme, is very diverse in their mindset of
the current attire. Therefore, we cannot make any concrete statement
about the dressing preferences of the soya supreme consumers.
13. Soya Supreme * 7. Do you exercise? Crosstabulation
Count
7. Do you
exercise? Total
Not
No Yes Answered
7. Do you exercise regulalrly?
No
40%
No
Yes Yes
60%
Majority of the Soya supreme consumers do exercise regularly. This

shows a greater level of health consciousness than previous brand
consumers.
13. Soya Supreme * 8. If yes, then how regularly do you exercise? Crosstabulation
Count
Tota
8. If yes, then how regularly do you exercise? l
Not
Not Answere
0 1 2 3 4 5 6 7 8 9 # Applicable d
13. Soya Supreme Yes 0 1 2 2 3 6 0 1 2 2 0 10 1 30
12
10
6 Series1
0
ed
e
bl
pp 0
0
er
1
a
l ic
w
ns
A
tA
ot
o
N
N
Majority of the people do not exercise regularly, still it will be safe to

assume that the consumer of Soya supreme is moderately health
conscious.
13. Soya Supreme * 9. Who, in your home, decides about the food to be cooked?
Crosstabulation
Count
9. Who, in your home, decides about the food to be cooked? Total
M Childer Not Paren Husband n' Everyo
e en Answered ts Wife ne
13. Soya
Supreme Yes 13 0 0 6 2 9 30
9. Who, in your home, decides about the food to be cooked?
Everyone
30%
Me
43% Me
Childeren
Not Answered
Parents
Husband n' Wife Husband n' Wife
7%
Everyone
Childeren
Parents 0%
20% Not Answered
0%
Select whichever you think is appropriate out of these two graphs
14
12
10
8
Series1
6
0
Me Childeren Not Answered Parents Husband n' Wife Everyone
The house wife plays the pivotal role in the purchasing decision
however, everyone’s advice is also sought. The relative percentage of
children, surprisingly, is none. This might also be due to the fact that
majority of the women consuming Soya are in their late twenties.
13. Soya Supreme * 10. Rate the following according to their importance
Crosstabulation
Count
10. Rate the following according to their
importance
1 2 4 5 Not Answered
13. Soya Supreme Yes 0 0 2 28 0
Ratings of Quality
30
25
20
15 Series2
10
0
1 2 3 4 5
Quality is infact the most important consideration for the Soya

supreme consumer. This factor has remained common through all the
consumers of cooking oil.
Crosstabulation
Count
10. Rate the following according to their importance Total
Not
1 2 3 4 5 Answered
13. Soya Supreme Yes 0 3 12 12 2 1 30
Ratings of Price
14
12
10
8
Series2
6
0
1 2 3 4 5
Price decision is also important in the purchasing decision of the

cooking oil. However, it cannot be said that the Soya supreme
consumers are very conscious about the prices of the product.
Crosstabulation
Count
Not
1 2 3 4 5 Answered
13. Soya Supreme Yes 3 3 12 9 2 1 30
14
12
10
8
Series1
6
0
Company name is also an important factor affecting the buying

decision. It has almost scored equally to the price. Therefore, it can be
said that the Soya supreme consumer are somewhat brand conscious.
Crosstabulation
Count
Not
1 2 3 4 5 Answered
13. Soya Supreme Yes 17 8 3 1 0 1 30
18
16
14
12
10
Series2
8
0
1 2 3 4 5
Prize schemes are not a very popular factor affecting the purchasing
decision. People do not think of it highly when it comes to making the
decision about the purchase of the cooking oil.
Crosstabulation
Count
Not
Answere
1 2 3 4 5 7 d
13. Soya Supreme Yes 11 10 4 3 1 0 1 30
Ratings of Discounts
12
10
6 Series2
0
1 2 3 4 5 6
Discount schemes like Prize scheme do not count for much either when
it comes to the purchasing of the product.
13. Soya Supreme * 11. When buying cooking oil, nothing is more important than
the quality Crosstabulation
Count
11. When buying cooking oil, nothing is more
important than the quality
1 2 3 4 5 6 7
13. Soya Supreme Yes 18 7 2 2 1 0 0
Quality is the most important factor when buying a cooking oil
20
18
16
14
12
10 Series2
8
6
4
2
0
1 2 3 4 5 6 7
Soya supreme consumer attaches the greatest importance to the

quality. This is again confirmed by the result of this question as
majority chose to completely agree with the above mentioned
statement.
13. Soya Supreme * 12. Do you prefer to dine in or dine
out? Crosstabulation
Count
12. Do you prefer to dine in or dine
out? Total
Only Mostly Sometimes In,
0 Out Out Sometimes Out Mostly In Only In
13. Soya
Supreme Yes 0 0 2 15 10 3 30
12. Do you prefer to dine in or dine out?
Only Out
0%
Only In
Mostly Out
10%
7%
Only Out
Mostly Out
Mostly In Mostly In
33% Only In
Sometimes In, Sometimes
Out
50%
Half of the consumers of Soya supreme go out to dine. Following the

results it will be safe enough to say that Soya supreme consumer
occasionally dine outside his home, but is inclined to eat mostly at
home.
Dalda Cooking Oil
Figure 1
Figure 2
Figure 3
INTERPRETATION
The results show that at least 38% of Dalda users have been to Doctor
for consulting on their food habits. Out of those who’ve been to Doctor
38% did actually receive some advice. Out of these 40%, 4% follow
their Doctor’s advice very regularly, 31% follow it regularly and 4%
rarely.
Q6. In your opinion, how compatible are the clothes worn now a days
with the moral code? (1=very compatible, 7=completely incompatible)
Not
1 2 3 4 5 6 7 Answered
3 1 2 6 2 0 12 0
Weighted Average = 4.96
Dalda Consumer on average considers the kind of clothes that are

being worn these days neither very immoral nor very moral (an
average of 4.96 on a scale of 7). But since most respondents have
taken the extreme position of ‘not compatible’, it suggests that a Dalda
consumer is one having a conventional mindset.
Figure 4
Q8. If yes, then how regularly do you exercise? (1=very irregular,
10=very regular)
Not
Not Answer
0 1 2 3 4 5 6 7 8 9 10 Applicable ed
0 0 1 1 3 4 3 1 2 2 0 8 1
Weighted average = 3.6
INTERPRETATION
65% of Dalda consumers do exercise. Out of these 65%, on average

3.6 out of 10 exercised regularly. That is, less than half of Habib
Consumers exercise and less than 4 in every 10 of these consumers
exercise regularly on average.
This suggests Habib consumers are not very health conscious or

regular exercisers.
INTERPRETATION
Cooking decision in the house of Dalda consumer is mostly taken by

the actual user (house wife) (53%). Decision are taken by children (of
respondent, that is, housewife) in 8% of homes, by husband and wife in
8% of homes, by parents in 12% of homes, and by all in 19% of homes.
Q. Rate the following according to their importance:
(5=most important, 1=least important)
Quality
1 2 3 4
Not 5
Answer
ed
1 1 0 1 23 0
Price
Not
Answer
1 2 3 4 5 ed
1 1 13 10 1 0
Brand
Not
Answer
1 2 3 4 5 ed
6 0 8 12 0 0
Prize Scheme
Not
Answer
1 2 3 4 5 ed
11 11 2 0 2 0
Discounts
Not
Answer
1 2 3 4 5 7 ed
6 12 5 3 0 0 0
Q.10 Rate the following according to their importance:
INTERPRETATION
The most important aspect for a Dalda consumer is the quality (an
average score of 4.69 out of 5). Other important aspect, along with
their average scores, in decreasing order of their importance are price
3.34/5, Brand 3.0/5, Discounts 1.8/5 and Prize Scheme 1.88/5.
Though these results clearly suggest that the most important aspect is
indeed Quality, there could well be a natural tendency for all the
respondents to choose quality as the most important factor.
Q. When buying cooking oil, nothing is more important than the

quality?
(1=very true, 7=very false)
1 2 3 4 5 6 7
16 5 3 0 1 1 0
INTERPRETATION
Most Dalda oil consumers believe that Quality is more important than
any other factor when buying a cooking oil (16 respondents considered
it to be the most important factor out of a sample of 30)
INTERPRETATION
23% of Dalda Consumers prefer eating only at home, 42%

prefer eating home-made food most of the times and 31% are
indifferent in their decision.
*4% of prefer eating out mostly.

Habib Cooking
oil
Figure 5
Figure 6
Figure 7
INTERPRETATION
The results show that at least 40% of HABIB users have been to Doctor
for consulting on their food habits. Out of those who’ve been to Doctor
40% did actually receive some advice. Out of these 40%, 7% follow
their Doctor’s advice very regularly, 27% follow it regularly and 7%
rarely.
Q6. In your opinion, how compatible are the clothes worn now a days
with the moral code? (1=very compatible, 7=not compatible)
Not
1 2 3 4 5 6 7 Answered
7 1 1 7 0 1 12 1
Habib Consumer on average considers the kind of clothes that are

being worn these days neither very immoral nor very moral (an
average of 4.3 on a scale of 7). But since most respondents have
taken extreme positions, it suggests that a Habib consumer could be
one holding a modern view or the one holding a conventional view
(which further suggests that Habib is being used by consumers on both
the ends of the market).
Figure 8
Q8. If yes, then how regularly do you exercise? (1=very irregular,

10=very regular)
Not
Not Answer
1 2 3 4 5 6 7 8 9 10 Applicable ed
2 1 1 1 4 1 1 2 0 1 15 1
INTERPRETATION
47% of Habib consumers do exercise. Out of these 47%, on average

2.33 out of 10 exercised regularly. That is, less than half of Habib
Consumers exercise and less than 3 in every 10 of these consumers
exercise regularly on average.
This suggests Habib consumers are not very health conscious or
regular exercisers.
INTERPRETATION
Cooking decision in the house of Habib consumer is mostly taken by

either all family members (32%) or by the actual user (house wife)
(30%). Decision are taken by children (of respondent, that is,
housewife) in 7% of homes, by husband and wife in 7% of homes, and
by parents in 17% of homes.
Q.10 Rate the following according to their importance:

Quality
1 2 4 5 Not
3 Answer
ed
0 1 0 6 22 1
Price
Not
Answer
1 2 3 4 5 ed
0 2 13 9 4 2
Brand
Not
Answer
1 2 3 4 5 ed
3 0 10 9 6 2
Prize Scheme
Not
Answer
1 2 3 4 5 ed
11 12 3 0 2 2
Discounts
Not
Answer
1 2 3 4 5 ed
11 12 2 2 1 2
INTERPRETATION
The most important aspect for a Habib consumer is the quality (an
average score of 4.53 out of 5). Other important aspect, along with
their average scores, in decreasing order of their importance are price
3.3/5, Brand 3.3/5, Prize Scheme 1.8/5 and Discounts 1.8/5.
Though these results clearly suggest that the most important aspect is
indeed Quality, there could well be a tendency for all the respondents
to choose quality as the most important factor.
Q.11 When buying cooking oil, nothing is more important than the
quality?
(1=very true, 7=very false)
1 2 3 4 5 6 7
19 4 5 2 0 0 0
INTERPRETATION
Most Habib oil consumers believe that Quality is more important than
any other factor when buying a cooking oil (19 respondents considered
it to be the most important factor out of a sample of 30 while no
respondent giving it low scores of 5, 6 or 7 on the scale above)
INTERPRETATION
17% of Habib Consumers prefer eating only at home, 40%

prefer eating home-made food most of the times and 43% are
indifferent in their decision.
*No consumer of Habib Cooking Oil prefers eating outside in

absolute terms.
Q13 : IDENTIFYING THE CONSUMER
OF DIFFERENT BRANDS.
THE BREAK POINT BETWEEN THE

TWO AREAS OF RESEARCH
Habib Dalda Soya Season
Cooking Banaspati Suprem Dalda Plant Borges Virgin s
Oil Ghee e Cooking Oil a Sufi Olive Oil Rafhan Conola
60 30 60 52 0 10 14 32 14
During the last 6 months, i've used ....
35
30
25
20
Series1
15
10
5
0
E
IL
E
AN
NS
TA
B
FI
HE
V
EM
O
BI
SU
LI
AN
FH
SO
NG
IG
HA
PR
RA
PL
A
ES
T
KI
SU
SE
PA
RG
O
YA
AS
BO
SO
AN
A
LD
B
DA
A
LD
DA
This question is the breaking point, between the two management

problems, highlighted earlier. The first part of our analysis i.e. Q1 to 12,
belongs to the consumers attitudes and lifestyle. This question in fact
shows that the consumer with a particular lifestyle uses what type of
cooking oil. This will aid us to determine that what is the typical
consumer of any particular brand of cooking oil is like. For example,
how much is he health conscious, what types of clothes he or she
prefers, what are his or her eating habits etc.
The chart above also highlights the relative popularity of different

brand of cooking oils. As can be seen that Habib and Soya supreme
where the most popular, however, Dalda cooking oil and Bnaspati, if
combined together, dominates the market of socioeconomic class B+
and above.
ANALYSIS AND RESULTS OF
CONSUMER PERCEPTIONS OF
DALDA AS A BRAND
Q14 TO Q17
14. What does word "Dalda" reminds
you of?
Cooking Oil 64
10
Banaspati Ghee 0
Vegetable Oil 18
Not Answered 2
14. What does word "Dalda" remind you of?
Not Answered
1%
Vegetable Oil
10%
Cooking Oil
35%
Cooking Oil
Banaspati Ghee
Vegetable Oil
Not Answered
Banaspati Ghee
54%
This is one of our prime hypotheses that consumers of

cooking oil, still perceive Dalda more of a Banaspati ghee
than a cooking oil. The results of the following question makes it
more conclusive that Dalda as a Ghee or Banaspati is more popular
than Dalda as a cooking oil. This provides good insight for the
management for their future positioning strategies to promote their
cooking oil, as the market for the banaspati is very small when
compared to ever increasing market of cooking oil or vegetable oil.
Perceptions about Dalda Banaspati
Ghee
4
Least Successful 0
6
Second Most Successful 0
7
Most Successful 8
Not Answered 6
Perceptions about Dalda Cooking Oil
Not Answered
3%
Least Successful
22%
Least Successful
Most Successful Second Most Successful
42% Most Successful
Not Answered
Second Most Successful

33%
Perceptions about Dalda Banaspati

Ghee
3
Least Successful 8
5
8
Most Successful 8
Not Answered 8
Perceptions about Dalda Banaspati Ghee
Not Answered
4%
Least Successful
21%
Least Successful
Most Successful
Most Successful
Not Answered
48%

27%
Perceptions about Dalda Cooking Oil
11
Least Successful 0
Most Successful 18
Not Answered 14
Perceptions about Dalda Vegetable Oil
Not Answered
8%
Most Successful
10%
Least Successful
Most Successful
Second Most Not Answered
Successful Least Successful
23% 59%
The analysis and interpretation of Q14 and 15 follows:

The three statistical results shown above shows the relative popularity
of three different types of cooking oil, produced by Dalda. Although
cooking oils should have scored the highest points due to the
increasing use of cooking oil in the market over ghee in the recent
years, yet people chose Dalda Banaspati to be the most successful
product. The main reason behind this is the strength of the relationship
between Dalda and Banaspati ghee. The idea of banaspati ghee was in
fact brought forward by Dalda some 30 years ago and therefore, it is
still in the consumer mind that Dalda has to do something with the
Banaspati ghee. Not to mention, that it’s relatively new, vegetable oil,
is viewed by only 10% of the people as being most successful and high
percentage of 59% think of it as the least successful product.
If we look at our statistical results, 48% chose Banaspati to be the most

successful product, followed by cooking oil 42% and then vegetable oil
10%. Conversely, 21% of the people thought of Dalda Banaspati as
the least successful, whereas 22% thought of cooking oil as the least
successful while a massive 59% viewed the vegetable oil as the least
successful.
Therefore, the analysis from the Q14 and 15 highlights our hypothesis,
that Dalda as a cooking oil is not entirely accepted by its consumer due
to its strong image as a Banaspati ghee.
16. Have you ever used Dalda
Cooking Oil?
No 42
Yes 142
Have you ever used Dalda Cooking Oil?
No
23%
No
Yes
Yes
77%
Luckily, most of the people we interviewed had used Dalda cooking oil,
which provided us ample sample size to move to our semantic
differential question above measuring consumer’s attitudes towards
Dalda cooking oil, on a variety of Dimensions.
Limitations
There were several limitations to our research. The major limitations to
this research are as follows:
• First of all the sampling technique we chose, were the stratified

sampling as we divided the population in different stratus on
their socioeconomic class and then conducted our research.
Therefore, our research applies only to the consumer of cooking
oils that belong to socioeconomic class B+ and above.
• Secondly, we only chose to select people that belonged to five
brands of cooking oil we chose. Therefore, the research is not
valid for any consumer of cooking oil other than the five brands
stated in our research.
• Due to the severe restriction on the time, we were not able to do
re interview, in order to clear out a few ambiguities. Instead we
used the trend and extrapolated it in many cases to retain the
accuracy of the data.
•

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Methods of Business Research

Submitted to: Ms. Salma Mirza

Identifying and segmenting the target market of Dalda based on

How to identify a typical consumer of Dalda cooking oil?

How different is a Dalda Cooking Oil consumer from a competitors’

Does the difference in consumer lifestyle affect the preference for

What do people expect from cooking oils?

To identify a typical Dalda consumer on the basis of Demographics,

To stereotype and differentiate the Dalda Cooking Oil consumer relative

To evaluate people expectations regarding the cooking oils?

To assess consumer attitudes and perceptions towards the Dalda

To conduct a consumer segmentation research for Dalda Cooking Oil

To analyze the positioning of Dalda, with respect to its competitors

3. Approach to the problem:

Ho: A Typical Dalda consumer is a housewife of age between 25 to 45

Ho: A Dalda Consumer is quite different in terms of lifestyle and

Ho: consumer segmentation based on psychographics can be done in

Some sample questions that will be asked are:

What brand of cooking oil do you use?

Who makes the cooking oil buying decision in your household?

What is the most important feature of cooking oil?

10. Budget and Time Schedule

2. Have you ever consulted doctor about food?

4. If yes, then how regularly do you follow his advice?

Here as it is evident, most consumers of Dalda cooking oil consider the

The analysis and graph of this question becomes irrelevant as

9. Who, in your home, decides about the food to be cooked?

Ratings of Prize Schemes

This is probably the most insignificant factor that affected the

The importance of Quality is highlighted here again as the majority of

Do you prefer to to dine in or out? Only Out

This question was intended, like other questions, to understand the

2. Have you ever consulted doctor about the food?

4. If yes, then how regularly do you follow his advice?

Out of people who were given some recommendation ...

However, 60% regularly follow this advice, which makes the

This shows a relatively, mixed trend, still, majority of the consumers

7. How regularly do you exercise?

The people who exercise, mostly do some moderate degree of exercise

Who in your home decides about the food to be cooked?

Husband n' Wife

Here it is evident that quality is in fact the most important of the

Rafhan consumers also think that price is an important consideration

Ratings of Company Name

Rafhan consumers place the company name as the second most

Ratings of Prize Schemes

Ratings of Discount Schemes

Discount schemes, though having a greater impact than prize

Why buying a cooking oil, nothing is more important than quality

Quality is regarded as the most important thing by the rafhan

12. Do you prefer to dine in or dine out?

Rafhan consumer prefers to dine out sometimes. This suggests, that

2. Have you ever consulted doctor about food?

3. if yes then did doctor recommend you any cooking oil?

Since very small portion of people sought doctor’s advice, further

Since very small portion of people sought doctor’s advice, further

7. Do you exercise regulalrly?

Majority of the Soya supreme consumers do exercise regularly. This

Majority of the people do not exercise regularly, still it will be safe to

9. Who, in your home, decides about the food to be cooked?

Select whichever you think is appropriate out of these two graphs

Quality is infact the most important consideration for the Soya