: QM0001
Preference of beverages
After he collected the data through feedback forms, he computed simple statistical measures for
analysing the data. First, he divided the entire sample into two broad categories based on gender, i.e.
Male & Female and assigned numeral 1 for male numeral 2 for female (Exhibit I).
To find out the actual interests of the students with respect to the beverages (Pepsi and Coke)
and brewed beverages (Coffee and Tea), the students were asked to rank the four beverages based
on their preferences. Respondents had to rank the most preferred beverage as 1 and the least
preferred as 4. The reasults are given in Exhibits II (a) and II (b).
This case study was written by Thalluri Prashnath Vidya Sagar, under the direction of R Muthukumar IBSCDC. It is intended to be
used as the basis for class discussion rather than to illustrate either effective or ineffective handling of a management situation. The
case was prepared from generalised experiences.
2009, IBSCDC.
No part of this publication may be copied, stored, transmitted, reproduced or distributed in any form or medium whatsoever without
the permission of the copyright owner.
Exhibit I
Coding of Broad Categories of Students
38
40
35
30
25
22
20
Students
15
10
5
0
Female (2)
Male (1)
Exhibit II (a)
Ranking of Preferences of Beverages by Students
Student 1 Student 2 Student 3 Student 4 Student 5 Student 6 Student 7
Pepsi
Coke
Coffee
Tea
Exhibit II (b)
Students First Preferences of the Beverages
Rank
Beverages
Frequency
Pepsi
18
30.0
Coke
12
20.0
Coffee
15
25.0
Tea
15
25.0
Total
60
100.0
2
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......
Raghu analysed his percentage of profits with the sales of the beverages, including Pepsi, Coke,
Coffee and Tea. He also observed that most of the students prefer the cold beverages particularly
Pepsi. He has tabulated his observations (Exhibit III).
Exhibit III
Students First Preferences of the Beverages
Beverages
Gender
Sales
Male (1)
Female (2)
% Profit Margin
Pepsi
10
18
Coke
12
Coffee
15
Tea
11
15
Total
38
22
He came to understand that most of the students like Pepsi to any other beverage. He also
wanted to find out the service quality of his staff as he believed that it would help himto improve the
quality of service. Respondents were asked to state their degree of agreement or disagreement with
the statement Quality of service is good by selecting a response from the following: 1.Agree
very strongly, 2.Agree fairly strongly, 3.Agree, 4.Undecided, 5.Disagree, 6.Disagree fairly strongly,
and 7.Disagree very strongly (Exhibits (IV (a) and IV (b)).
With all his observations, Raghu wants to implement certain measures later on to increase the
sales by improving his productmix andmarketingmix to get better profit without investing into new
ventures.
Exhibit IV (a)
Students Response towards Quality of Service
Student 1 Student 2 Student 3 Student 4 Student 5 Student 6 Student 7 Student 8 Student 9 Student 10 Student..
Quality
of
Service
3
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...
Exhibit IV (b)
Students Preferences of the Quality of Service
Assigned Codes for Quality of Service
Frequency
10
16.7
15
25.0
3 Agree
17
28.3
4 Undecided
15
25.0
5 Disagree
5.0
Total
60
100
4
License to print 18 copies to IBS Mumbai, for Sem I, Class of 2014.