(i)
Market Size
17-20% P.A.
Health
conscious
0-7-8
08-09
1700 Cr 2000 Cr
25% 425 Cr
Stokists
56.6 Cr 500 ml
24.2 Cr 1000 ml
20%
42.5 Cr (10%)
85 Cr
3.15
7.85 Cr
(b) Monitor
marketing
performance
to
improve impact of marketing programme.
(A)(Example
of
launching
marketing/promotion of Hum Tum movie)
(B)Launching of Rub Ne Bana Di Jodi by
Yashraj Banner
(c) To identify market potential
India`s direcr selling market potential/size is
Rs 3500cr.
# Growth rate is 30%p.a
#Biggest
players
-Amway,
Oriflame,Avon,Tupperware&Modicare
@ One million employement generated last
year
* Out of total consultantants, 68%are
women&32%aremen.
for
market
Net profit
Amla oil
350
Non-sticky
hair oil
250
Post-wash
conditioner
Hair gel and
creams
Hair fall
Shanty
Badam Amla
Hair
and
care
10
50
Silk-n-Shine
30
80
Parachute
after shower
Parachute
Hair
Therapy
30
NA
e) To research trends.
Trends in vehicle
Vehicles sales 07-08
cars
U.V.
C.M.
Two.W.
Three.W.
Total
1203531
344454
486817
7248600
364703
9648105
18
NA
Dabur,
bajaj
Keo
Karpin
Bajaj
Sunsilk,
Livon
Brylcreem
NA
Company
Nokia
Colgate
Tata Salt
Pepsodent
Ponds
Lux
Britannia
Dettol
Lifebuoy
Vicks
2008
4
1
13
8
9
3
5
6
7
2
2007
44
1
5
15
4
2
8
3
13
7
2006
71
1
5
11
6
2
8
4
13
9
2005
1
6
5
3
4
7
2
11
13
Country
USA
Japan
China
UK
France
Germany
India
IV IMPORTANCE
RESEARCH
OF
MARKETING
Category: Shampoo
Market Size: Rs. 2141 Crore
Company
Category: Ketchups
Market Size: Rs. 271 Crore
Company
Maggi
HUL
(c) Understanding
needs
wants
and
demands of target customers in India and
abroad.
(d) To formulate sales and distributions
strategies
(e) To avoid business recession by timely
launching brand extension and or product
variants (detail study of PLC or BCG
matrix)
VI SCOPE OF MARKETING RESEARCH
(a) Type of consumers that comprise present
and potential markets.
(b) Buying habits and pattern of consumption
(c) Size and location of different markets, not
only in India but overseas also.
(d) The prospects for growth or contraction
for the current markets being served.
( dVD vsVCD, CDVs Flopy)
(e) New mantras of emerging segments.
(f) The
marketing
and
manufacturing
capabilities of competitors.
(g) Most suitable entry timing
(h) The current and prospective competitive
position w.r.t. price, quality, reputation,
etc.
OF
MARKETING
OBSTACLES
IN
OF
MARKETING
Services
offered
People
meter,
retail audit
Sales turnover
for the year
2009 (Rs. In
Crores)
150
MRAS
MBA
RCG
STANDARD
RESEARCH
IMRB
Test marketing
Opinion polls
Perceptual maps
Customer
satisfaction
surveys
Advertising
testing research
Total
45
20
22
20
125
382
Government Sources
Information provided
Installed
manufacturing
capacities & actual utilized
capacities
for
all
manufacturers in India.
Availability
of
foreign
currencies.
Import-Export statistics
of
Information provided
Import Export Regulations
Creditworthiness
of
importers and countries.
Insurance
covers
and
financial
guarantees
available to exporters.
High Tech Agri Farming,
technology tie-ups, seed
capital, inspection, etc.
Industry Economics
Per Capita
monthly per
literacy
employment
female
etc.
consumption &
capita income,
per
state,
across male &
Non-Government Sources
1) Org Marg
2)
INSDOC
Library)
3) Path Finder
Household
disposable
income
&
consumer
behaviour.
4) University Public Various courses, fees,
Relation Offices
duration and eligibility.
5) Yellow Pages & Ask Classified information
Me
6) Internet Sites
Classified information
of
Personal
method
interview
Mail method
No of samples
Time
Used when
available
Cost
Highest
Lowest
Accuracy
Use
very
short
Infrastructure
Almost negligible
Type of samples
Useful
for ignorant
illiterate samples also
and
Suitable if samples
properly communicate
Questionnaire
lengthy questionnaire
is no prob. bcoz
Sample fill it at his
convenient time
Interviewer
ca
Type of Qus
Suitable for spontaneous Suitable for spontaneous Suitable only for Spontaneous Ans
Ans since samples do not as well as well thought
like to tax their memories
Ans
Drawbacks/Limitations
Internet Interviewing
Web interviewing
Applications
Exam
CAT
Admissions
Email survey
All type of
marketing surveys
Question layout
Word dynamics for onscreen questionnaires
Placement of graphics
Randomization of ans or stimuli
Richer open end responses
Applications
Study of competitor's product where PI/MM/TI
may not be possible due to cost, time Ect.
Marketer can heir a .com company to study
competitor's actions
Limitations
No. of PC owner/internet users are limited
This type of survey can not be for masses but
for classes
Sampling is complex due to problems in
identifying in sample frame.
Illustration
A food product company wants to launch fresh
orange juice as new product concept in soft drink
markets. Suggest what data should it collect and
how.
Information to be collected
Secondary Sources
(a) Orange availability statistics:
India
Brazil
1300
WestIndies
100
from
Tanzania
400
18
0.5
1.2
6-8%
NIL
1-2%
14
0.75
1.5
Main districts
Curg, Hasan
Nagpur,
Amravati
Puri
Vardha,
14) Microsoft
15) ICICI Bank
(II)
(III)
(Source:ET/BI/BL/BT)
students
7.87%
6.77%
5.66%
5.19%
4.25%
2.67%
2.51%
2.36%
2.35%
2.35%
2.35%
2.35%
2.30%
51.02%
Max. Marks : 70
Instructions:
(1) Attempt any five questions.
(2) All questions carry equal marks.
Q.1 Discuss some of the major uses of Marketing
Research in todays Corporate Environment of
India.
[14]
Q.2 (a) What are the major components of a
Marketing Research Report?
[07]
(b) Discuss the distinct coverage of each
major component of a written report. [07]
[14]
Solution:
Likert Scale is about intensity of Agreement on a
scale of +2 to -2 (5 point scale)
Attributes
+2
strongly
agree
+1
agree
0
Neither
Agree Nor
-1
Disagree
-2
Strongly
disagree
TML
Th
disagree
ALL
(1)Location
(2)No. of branches
(3)Work timings
(4)Service-Quality
(5)Behaviour of Staff
Scores
TML = Tata Motors Ltd. = +2+2+2+2+2 = 10
Th = Thermax Ltd.
= +1-1+0+1+1 = +2
ALL = Alpha Laval Ltd. = 0 -2+1+2+2 = +3
+3
TML
(1)
Location
(2)
No. of branches
(3)
Work timings
(4)
Service-Quality
(5)
Behaviour
+2
Wipro
+1
IIMP
-1
-2
of
Staff
Scores
TML = +3+3+3+3+3 = 15
Wipro = +2+3+2+3+2 = 12
IIMP = +1+2+1+2+2 = 8
CH 3
SPECIALISED TECHNIQUES OF MARKETING
RESEARCH
(I) NATIONAL READERSHIP SURVEY (NRS)
-3
957,000
\(-)11
750,000
571,901
(-) 21
453,000 NA
--
S. No. Title
1
Dainik Jagran
2
Dainik Bhaskar
Readership
5,36,00,000
3,58,00,ooo
3
4
5
6
7
8
9
10
Eenadu
13,800,000
Lokmat
2,29,oo,ooo
AmarUjala
10,800,000
Hindustan(hindi+eng) 2,96,oo,ooo
Daily Thanthi
10,400,000
Dinakaran
9,639,000
Rajastan Patrika
9,391,000
Malayala Manorama
8,409,000
Subsidy
Traffic
Total
per unit (in million)
deficit
(in Rs.)
(in Rs. Cr.)
6.1
255.1
156.6
0.7
43.6
2.9
4.1
327.5
135.4
16.0
223.3
357.9
28.5
116.5
331.5
7.9
59.3
46.6
12.2
3.6
4.4
(bundle)
Printed Books
Parcel
Others
Total
9.2
12.1
NA
2.5
5.3
NA
2.3
6.5
160.0
1203.0
(f)
(g)
(h)
(a)
(b)
(c)
(d)
(e)
(f)
(III)
Consumer Panels
(c)
(d)
TEST MARKETING
(ii)
(a)
(b)
(c)
(V)
RESEARCH
DECISIONS
IN
ADVERTISING
(c)
Media
research
and
selection
.Effective use of publicity to arrange
company`s name always in news.
Scooter
7) Hero Cycles
1) Kingfisher Airlines
2) Jet Airways
3) Air India
4) Air Deccan (Deccan)
5) Indian
6) spiceJet
7) air Sahara (jtLite)
8) goAir
9) British Airways
10) Singapore Airlines
1) ICICI Bank
2) State Bank of India
3) Standard Chartered bank
4) HDFC Bank
5) HSBC
6) ABN AMRO
7) YES bank
8) Union Bank of India
9) Punjab National bank
10) Axis Bank
1) ACC
2) Ambuja Cement
3) Holcim
4) India Cement
5) Ultra Tech Cement
6) Madras Cement
7) JK Cement
8) Dalmia Cement
9) Grasim
10) Prsim Cement
1) Ernst & Young
2) Pricewaterhouse
Coopers
3)
4)
5)
6)
7)
8)
McKinsey
KPMG
Accenture
Capgemini
ACNielsen
Boston
Consulting
Group
9) Hewitt Associates
10) Deloitte
Media Research
Total money spent on Advertisement in 2009Rs23,
755cr.Media allocation is as follows:TV- 38%, News Paper 41%, Magazines -3%,
Radio 4%, Outdoor 6%, Digital 5%
Details of allocation:News Paper- 41%=Rs9832cr, of which Hindi News
paper-50%, Regional -20%, &English -30%
TV 38%=Rs8400cr, of which Hindi channels -60%,
Regional-30%, English -10%.
Most favored Hindi channels by viewers are:Starplus, color, 9 xs, Z, Sony.
Most Watched Ads based on the GRPs(April 2008-May2009) Or Maximum
Eyeballs
Brand
Description
Lux
strawberry&cream
Close Up All New
Toothpaste
Priyanka
6412
Attracts People
Faceless
girl 6050
blowing
bubles,sending
to
her
fiance,with
background
song pass aao
Grow two times 4149
faster
Complan
GRPS
Rank
1
Money
spent
Rs crore
2.56
2.42
1.66
Lifebuoy Total
Son
Takes 4080
puppy
Fairness Meter
4074
1.63
1.62
4068
1.61
3789
1.51
3780
1.50
3692
1.47
3653
10
1,46
3580
11
1.43
3379
12
1.35
3367
13
1.34
3279
14
1.31
3058
15
1.22
3022
16
1.20
Fair&Lovely
Multivitamin
Colgate
Dental Sister as Dentist
Cream
searching sadan
in
brother`s
teeth
Airtel
Cellular Shreyas
Phone Service
Talapade`s
childhood, with
punchbaba
,mai dunia ki
bheed
me
khounga nahi.
Colgate
Max Lady
Fresh Gel
Police&boy in a
car
Hero
Honda Hrithik/PriyankaMotorcycles
Dhak Dhak Go
BSNL Corporate
DeepikaHindusthan Bol
Raha Hai
Colgate
Active Lady Reporter in
Salt
Train asking Kya
Aapke
toothpaste me
namak hai------Lizol 3-in-1
Kid Playing with
Toys & Father
sleeping
on
flooring
Clinic
Plus Girl Wants to
Shampoo
Play Cricket
Garnier Light Skin Girl
with
Naturals
fairness
scale
promising
transformation
in 7 days.
Surf Excel Quick Boy collecting
Wash
Rainwater
in
bucket
Airtel-Nokia
Abhay
Deol`s
Gift to Raima
Sen
on
background
song
baburaman chal
pada
Cadburrys Dairy CricketKeneya
Milk Choc0late
kaha hai
Sun Direct Dish
Two
Men
Compare Dish
Cost
Stayfree Dry Max Girl expressing
Ultra All Night
comforts in the
morning
with
Super
Lock
Pockets.
Sunsilk Hair Fall Priyanka Fights
Solution
with Boy with
Kung foo Karate
Vodafone
Dog
follows
Customer Care
little girl
Pepsodent
School
boy
Germicheck Plus
saying to his
friend, -- job hi
khao
Sach
Batao
Clinick All Clear Bipasha-JohnSoft& silky
Basketball
Fair
&
Lovely Girl going for
Multivitamin
job interview
Source- BT, July2009
3011
17
1.195
2976
18
1.19
2974
19
1.19
2865
20
1.14
2848
21
1.13
2733
22
1.o9
2647
23
1.05
2640
24
1.049
# GRPS are calculated as follows:Per day frequency x No of days in a year of broadcasting the ad.(The ad must
be of 30 sec duration, or 3 ads of 10 sec ad to be combined as 1)OR sum of all
TRPS during one year.
CPRP-Cost per rating point.
During 08-09, the cost to generate one point awareness was Rs40, 000/
(d)
(e)
example,
which
advertisements have you
seen recently for skin
moisturizers and in which
media. This is called as unaided recall test.
(ii) Samples are asked to
recall
a
particular
advertisement for a specific
brand. For example Do you
remember
having
seen
Shahrukhan with Lux soap, if
yes, in which media. This is
called as aided recall test.
(VI)
MARKETING AUDIT
Definition:
A
systematic,
comprehensive,
independent
and
periodic examination of companies
business units marketing problem
areas and opportunities and to
recommend an action plan to improve
marketing effectiveness.
Marketing Audit
(1) Marketing Environment Audit
(3) Marketing Organization Audit
Case
study
of
German
car
maker( Volks wagon) to be discussed.
Illustration- Focus Group Interviews
During March 2009, Economic Times
conducted Focus Group Interviews.
It called top 100 CEOs from leading
industries& asked their action plan for
Facing global recession.
Q3. Select the top five forces that will have the
greatest impact on your business over the next
three years?
Indian Macroeconomic
Scenario--------------------------------------- 59%
Global Macroeconomic Scenario
-------------------------------------- 59%
Availability of Right skilled Talent
--------------------------- 57%
Increased Competition
----------------------49 %
Changing Regulatory Environment
------------- 41%
Rising Raw Material Costs
---------------- 37%
Rapid Growth in Emerging Markets
------------- 35%
Increasing Customer Pressure
-------------35%
For Better Products and Service
Q4. What are the top three strategic priorities
in your agenda for the next three years?
Increasing Over Revenue
--------------------------------------------- 67%
Enhance our Talent/skills Base
-----------------------------------------61%
Increasing Our Market Share
--------------------------------- 49%
Lowering Our Market Share
---------------------------- 47%
Changing Our Corporate
Organization And culture
------------------- 24%
Changing Our Business Model
------------------- 24%
Changing Our Market Positioning
And/or Customer Base
---------22%
CHAPTER 4
SAMPLING QUESTIONNAIRE AND
SCALING TECHNIQUES
Basic Terms in Sampling
i.
Sample Population: It is pre-defined
set
of
potential
respondents
(elements) in a specific geographic
area where research is intended.
For example: All mothers in Pune
city who buy branded baby products.
All teenagers in Mumbai who love
watching MTV
ii.
Sample Frame: It is a sub-set of the
defined target population, from which
researcher can select a sample for
collection of data. Sample frame is
usually a partial list of population.
For Example: Telephone directory of
Pune
List of income tax payers in Pune
iii.
Sample: It is the test unit, which
provide information or data to the
researcher. Alternatively, samples are
the respondents who represent the
characteristics
of
the
target
population and drawn from sample
frame.
Sample Size Calculation
2
ZS
n
= -------
e
where n = sample size, Z = standard
normal
distribution
for
certain
confidence level, e.g. Z95% = 1.96 &
Z90% = 1.645, Z99 = 2.58
S = Population Standard Deviation
Maximum
value
minimum
value
= -------------------------------------------6
e = Tolerable error in estimating the
variable
Illustration:
Whirlpool intends to research customer
satisfaction level for washing machine.
Customer satisfaction level is to be
measured on a scale 1 to 10 where 1
means not at all satisfactory and 10
means full satisfaction. Value of Z is
1.96. What should be sample size if
tolerable error is 0.5?
Solution:
First compute S i.e. Population standard
deviation
10 1
-------- =
6
9
--- =
6
1.5
1.96 x 1.5
------------0.5
35
Design Type
Probability
NonProbability
More Costly
Less Costly
Accuracy
Time
Acceptance of
results
Generalisability of
results
More Accurate
More Time
Universal
acceptance
Good
Less Accurate
Less Time
Reasonable
acceptance
Poor
Non-probability Sampling
1) The chance of each sample
unit from sample frame being
included as sample cannot be
estimated.
2) Samples are selected w.r.t.
prior Experience or judgment of
the researcher
3) For accessing small sample
size this method is used.
4) Whenever time and cost
constraints are inevitable (like
exploratory
Research),
this
method is used.
5) Normally used for industrial
goods survey.
5.9 ILLUSTRATION
Emami wants to launch Madhuri and
Ishwarya range beauty ayurvedic
creams, say in Pune. How should it do
sample design.
Solution:
Random Sampling
Systematic Sampling
Stratified Sampling
Multistage Sampling
Area Sampling
Method of data
collection, PI, TI
or Observation
Sampling
technique and
methods
Avoid negatives
Avoid hypotheticals
Avoid words that could be misheard
Use mutually exclusive categories
Allow for other in fixed response
questions
Types of Questions
(1) Open-ended question
What do you think of the taste of
brand X cola?OR what is your opinion on
------- ?
(2) Dichotomous questions
(a) Are you user of X toilet soap?
Yes / No. OR Do u have mobile phone ?
Y /N
(3) Multiple Choice questions
Multiple responses has more than two
options for the response
Advantages:
i. Allows for broad range of
possible responses
ii. Simple to administer and code
Disadvantages:
iii. Must distinguish pick one
from pick all that apply
iv. May alert respondents to
response options of which
they were unaware
Which of the following factors made
you buy this brand of car:
(a) Reasonable price
(b) Great looks (appearance)
(c) Fuel economy
(d) Easy availability of service
(e) Any other, please specify.
(4) Ratings or Rankings
Rating questions
(a) Please
rate
the
following
detergent on
A scale of 1- 7 in their ability to
clean clothes
Brand A1
7
Brand B
6 7
Brand X
1 2 3 4 5
6 7
OR
Indian Airlines food service is
_____.
Excellent
Very good
Good
Fair
Poor
(b) Please
rank
for
following
detergents on their ability to
clean the clothes
Brand A1 2 3 4 5 6
7
Brand B
1 2 3 4 5
6 7
Brand X
1 2 3 4 5
6 7
(1 means best, 2 means better, 3
Means good, -------, 7 means
worse)
(5) Indirect questions
(a) Most of the people in India
smoke Non-Filter Cigarettes
because ----------------
...
.Small
Experienced
.
.Inexperience
d
Modern
...Oldfashioned
(8)Importance
scale
In flight, food service is
_____ to me.
Extremely important
Very important
Somewhat important
Not very important
Not at all important
(9)Intention to Buy Scale
How likely are you to purchase tickets
on Go-Airlines if in-flight Internet
access were available?
Definitely buy
Probably buy
Not sure
Probably not buy
Questionnaire:
(1) a. Do you own a television? Yes /
No
b. If yes, which brand / company
name
c. If no, go to question 7.
(2) While buying a TV what are the
features you look for?
(3) Given below some of the features of
the TV. How important is each one
to you, please tick mark.
Features
(i) Looks
(ii) Portability
(iii) Cabinet
- Moulded
- Wooden
(iv) Size of the
screen
(v)
No. of
channels
(vi)
No. of
speakers
(vii)
Auto
control monitor
(viii)
Manufactures
reputation
(ix)
Video
adaptability
(x)
Integral
DVD
(xi)
Foreign
collaboration
(xii) Guarantee
offered
(xiii) Servicing
arrangement
(xiv) Price
(xv) Child lock
(xvi) Games
Statements
Strongly
Agree
Agree
Cant say
Dis-agree Str
dis
Questionnaire :
1.
2.
o No
3.
4.
Yes
No
5.
o Advertisements
o Self experience
o Any other (specify)
6.
7.
8.
o No
Do the various schemes associate with fair and lovely affect your purchase?
o
10.
Yes
No
Would you suggest any changes for fair and lovely in following field?
o Packaging sizes
o Style of packing
o Pricing
o Availability
o More schemes or offers
o Any other (specify)..........
11.
12.
13.
o o o
SCALING TECHNIQUES
7.7
ILLUSTRATIONS
(1) Construct
following
scales
of
attitude
measurement (i) Nominal (ii) Ordinal (iii) Interval (iv)
Ratio (v) Thurston
(i) Nominal Scale: Symbols or numbers are
assigned to brand names, geographic territory, sex,
user status, etc.
Illustration: (a) Nominal scale to identify potential
of cellular phone (WLL) w.r.t. territory
Following data is provided on WLL Mobile Telephone Users
city wise
City
Mobile
Telephone
Users
80000
300000
Symbol
City
Mobile
Users
Symbol
W
W
50000
180000
E
S
50000
270000
4. Delhi
250000
275000
5.
Lucknow
6.
Calcutta
60000
7. Puri
8.
Hyderabad
9.
Bangalore
10.
Chennai
11. Cochin
40000
200000
12. Punjim
50000
1. Pune
2.
Mumbai
3. Nasik
West
Territory
480000
South
Territory
725000
East
Territory
250000
Region
Sales District
per
day
in
Qtl.
1. Nagpur Vidharbha
300
7.
Solapur
2. Akola
Do
200
8.
Baramati
3. Wardha
Do
400
9. Sangli
4.
Marathwada 150
10.
Aurangabad
Pune
5. Jalna
Do
105
11.
Nasik
6. Parbhani Do
125
12.
Satara
Region
South
Maharashtra
Do
340
Do
280
Wet
500
Maharashtra
Do
380
Do
Regiona
Total sale in
Qtls. Per
day
Sales
per
day
in
Qtl.
260
Rank
400
1
2
3
4
Vidharbha
Marathwada
South
Maharashtra
West
Maharashtra
950
380
880
II
IV
III
1330
Ordinal Scale:
Attribu
tes
Nokia
Sony
Ericso
n
Motoro
la
LG
Samsu
ng
Panas
onic
Philips
Sieme
ns
Mitsub
hishi
Lig
ht
wei
ght
Pri
ce
Desi
gn /
style
High
techn
ology
Batt
ery
life
Alcatel
13
%
5%
TCL
Like the
Like
Neither like
Dislike
Dislike the
most
P D M
D M
nor Dislike
P D M
D M
most
P D M
Taste
Cheese Quality
Briskness
Thickness
Spice
Price
Quantity
sold in
one year
230
Price
/each in
Rs.
46000
205
45000
Total
sale Rs.
Commission
earned per
vertical
10580000
4000
9525000
Total
profit Rs.
4500
Conclusions:
920000
922500
F
C
Unfavorable
K
G
Neutral
J
Favorable
(i)
(j)
(k)
Ranking Scale
1. Attitude is measured from the point of view of
intensity of preferring one product over other.
2. Ordinal data is needed
3. It is relative
4. Example Ordinal scale, Semantic
differential scale
(3)
Construct Likert Scale, Perceptual Map and Semantic Differential
Scale
(i)
Score out +2
of
Attributes
Strongly
Agree
+1
Agree
Neither
Disagree
agree nor
Disagree
Cost
friendly
Grip
Wear
&
tear
Rubber
quality
longevity
Brand
MRF
JK
Sign
Score
2+2+2+2+2 = 10
2+1+2+1+2=8
-1
-2
Strongly
disagree
Apollo
2+1+0+0+0=3
(ii)
Semantic differential scale to understand the images in the mind of
consumers for washing machine manufacturers
Remark
Excelle
nt
Score
+3
Attributes W
Progressiv
e
Reliable
Bette Goo
r
d
Averag
e
Poo
r
+2
V
-1
+1
LG
Mor Wors
e
t
poor
Attributes
Tradition
al
Unreliabl
e
Weak
Non
custfocused
Non
response
Strong
Custfocused
Responsiv
e
Brand
Sign
Whirlpool W
Score
+3+2+2+3+2 = 12
Videoon
+2+2+3+2+2=11
LG
LG
+3+2+2+2+2=11
(iii) Following data is given for three Telecom companies. Prepare Semantic
Differential Scale
Attributes
Reliability
Tangibility
RIM
BHARATI
TATA
+3
+3
-2
+2
+2
-3
Responsivenes
s
+1
+2
0
Assurance Empathy
+1
+3
+1
+1
+3
+1
Solution :
+3
+2
+1
Reliability
Tangibility
Responsivenes
s
Assurance
Empathy
Brand
RIM
Sign
BA
Score
+3+2+1+1+2 = 9
-1
-2
-3
Bharati BH
+3+2+2+3+3=13
Tata
-2-3+0+1+1=-3
TA
Construct
Semantic
Differential
scale
Management Institutes (Leading) in India
Attributes Excell
ent
+3
Bett Go
er
od
Avera Po
ge
or
+2
+1
-1
for
Ver Wor
y
st
po
or
-2 -3
Reputatio
n
Success
of
placemen
t
Quality of
Placemen
t
Infrastruc
ture
Faculty
Teaching
Methodol
ogy
Special
Units
Admissio
n
eligibility
2)
3)
4)
5)
6)
7)
8)
9)
(iv)
=
=
=
=
+3+2+2+2+2+2+1+1
=
+2+2+3+3+2+2+3
=
=
+2+1+2+2+2+1+2+1
2X8
=
+1+2+1+2+2+2+1+0
=
15
17
=
16
11
13
Perceptional Map
Technology
Direct cool
Do
Do
Do
Price :Rs.
9290
8000
9990
8490
Whirlpool
LG
Electrolux
Videocon
Allwyn
Voltas
Daewoo
Do
Do
Frost free
Direct cool
Do
Do
Frost free
9100
9000
11000
8890
8290
8110
10500
10500 #
Direct cool
Whirlpool
Kelvinator
BPL
Samsung
Alwyn
9500
LG
Frost free
9000
8500
Voltas
Gordrej
8000
Low Price
PRODUCT RESEARCH
Product
research Marketing research
areas
techniques
(1) Formulating new Regression
product
Technique,
Benefit
Analysis
(2)
Product Line Perceptual Map
Extension / Brand
Extension
(3) Test Marketing Experimental
of new product
research design
(4) Re-launching of Qualitative Research
declining product
or
Perceptual
mapping
New Product Research
New products development is critical to the life of most organizations as they
adapt to their changing environment. Since, by definition, new products
contain unfamiliar aspects for the organization, there will be uncertainty
associated with them. Thus, it is not surprising that a large proportion of
marketing research is for the purpose of reducing the uncertainty associated
with new products.
New-product research can be divided into four stages, as shown in Figure 1.
The first stage is generating new-product concepts; the second is evaluating
and developing those concepts; the third is evaluating and developing the
actual products; finally, the product is tested in a marketing program.
Concept Generation
There are two types of concept generation research. The first might be
termed need identification research. The emphasis in need research is on
identifying unfilled needs in the market. The second is termed concept
identification. Here, an effort is made to determine concepts that might fill an
identified need.
Need Identification. Marketing research can identify needs in various ways.
Some are qualitative and others, such as segmentation studies, can be
quantitative. Following are some examples:
Is important.
Occurs frequently.
Has a solution.
Smelled bad.
Cost too much.
Concept Evaluation and
Development
Did not come in different sizes
for different dogs.
Probably
Buy
Might or Might
Not Buy
Probably
Not Buy
Definitely
Not Buy
Researchers must interpret the results cautiously, particularly when they are
encouraging, since the exposure, even if presented in a relatively neutral
way, will sensitize the respondent to the product. The result actually is then
an exaggerated tendency to indicate that the respondent will buy the product.
Concept testing is particularly important for durable goods and many
industrial products, because they rarely employ testing r test markets. The
Ford Taurus, Mitsubishi large-screen TV sets or the Sony Camcorder were
never in test markets, for example. The problem is that it really is not
practical to develop or produce such equipment on a pilot basis. A major
commitment is required and it would not be realistic economically to withdraw
the product after market-testing it.
Product Evaluation and Development
Product evaluation and development, or product testing, is very similar to
testing, in terms of both the objectives and techniques. The aim is still to
predict market response to determine whether or not the product should
carried forward.
Use Testing. The simplest form of use testing gives users the product, and
after a reasonable amount of time, asks their reactions to it, including their
intentions to buy it. Researchers can contact respondents in shopping
centers, by personal visits to their homes or offices, or, initially, by telephone.
Burlington Industries, producer of fabrics, calls randomly selected telephone
numbers to locate adult women who make many of their own clothes and
who would be willing to evaluate a new dress fabric. The fabric then is sent
by mail, and a second telephone interview two months later solicits their
description of their experience with it. Now market researchers can use the
latest in computer technology and can do virtual product testing, which is
explained in Marketing Research in Business 1. IA and Visionary Shopper
are product-oriented techniques that do not take account of the fact that it is
difficult to evaluate a service until it is consumed. Thus, when testing
services, another virtual reality model, SERVASSOR, is more appropriate.
Several problems are associated with use tests. First, because of unclear
instructions, a misunderstanding, or lack of cooperation, respondents may
not use the product correctly and may therefore report a negative opinion. Or
they may not use it at all and simply fabricate an opinion. Second, the fact
that they were given a free sample and are participating in a test may distort
their impressions. Third, even when repurchase opportunities are made
available, such decisions may be quite different than when they are made in
a more realistic store situation with special displays presenting the new brand
and those of its competitors. Fourth, there is the issue of whether the users
will accept the product over a long time period. This problem is especially
acute when repurchase data cannot be or Ire not obtained. Finally, they may
inflate their intention to buy. Consumers may say that they will buy the
product but may end up not doing so.
VIRTUAL TESTING
MarketWare Corp. believes it has captured real marketing research on
consumer behaviour in its new software, Visionary Shopper. The suburban
Atlanta-based firm, already a leader in pegboard-display product space
management software with its Pegman product, now is trying to take its
technology into the rest of the store with its new virtual reality-based
software. The system which runs on PCS, allows consumers to stroll through
store aisles on a computer screen, allowing examination of packages as
though the shelf was really in front of them.
MarketWare
(www.mktware.com) believes a multitude of marketing variables can be
measured in impact through the process, which for most brands and
categories runs about 30 minutes per consumers.
Most significantly, though, according to MarketWares Stephen Needel, who
directs the firms simulation efforts, it feels like fun: for the consumer. We
can extend the time we have them in there doing the testing because of the
appeal of the three-dimensional presentation and real-shelf look. Consumers
can actually remove products easily from a shelf, examine labels, study
prices and other product options, and react to shelf-layout changes or
promotional and pricing considerations all without setting foot in a store.
And for consumers sensitized to batteries of direct marketing and marketing
research mail and phone calls, the system is a pleasant break, because its
not survey work, said Needel. Its virtual reality.
Predicting Trial Purchase. Several models have been developed to predict
trial levels of new, frequently purchased consumer products. The model
called ESP (estimating sales potential) is typical. Data from 45 new-product
introductions were obtained and used to estimate the model. Trial levels (the
percentage of a sample of consumers who had purchased the product at
least once within 12 months after launch) were predicted on the basis of
three variables:
Knowledge of these three variables enabled ESP to predict trial levels of the
new products extremely accurately. (The regression model explained 95
percent of the variance of the three variables.) Once the model is estimated,
it can be applied to other new products. The manager simply estimates the
percentage of households using the product class, the total promotional
expenditures planned for the new product, and .the expected distribution
level. The model will then estimate the trial level that will be obtained.
Trial also can be estimated directly using controlled shopping experience. A
respondent is exposed to the new product promotion and allowed to shop in
a simulated store or in an actual store in which the product is placed. The
respondents then have an opportunity to make a "trial" or first purchase of
the product.
Table 1 : The Assessor Laboratory Test Market Research Design and
Measurement
Design
O1
O2
X1
(O3 )
X2
O4
X3
O5
Procedure
Respondent
screening
and
recruitment (personal interview).
Premeasurement for established
brands
(self-administered
questionnaire)
Exposure
to
advertising
for
established brands and new brand
Measurement of reactions to the
advertising
materials
(selfadministered questionnaire)
Simulated shopping frip and
exposure to display of new and
established brands
Purchase
opportunity
(choice
recorded by research personnel)
Home use / consumption of new
brand.
Postusage
measurement
(telephone interview)
Measurement
Criteria for target group identification
(e.g. product class usage)
Composition of relevant set of
established brands, attribute weights
and ratings and preference
Optional,
(e.g.
likability
and
believability ratings of advertising
materials)
Brand(s) purchased
Source: Adopted from Alivn, J. Silk and Glen L. Urban, Pre-Test-Market Evaluation of New
packaged Goods: A Model an Measurement Methodology, Journal of Marketing Research,
15, may 1978, p. 178.
4.
An important issue for sell-in test markets is the number of test cities to use.
A single test city can lead to unreliable results because of the variation
across cities of both brand sales and consumer response to marketing
programmes.
Implementing and controlling the test
A second consideration is to control the test by ensuring that the marketing
program is implemented in the test area so as to reflect the national program.
The test itself may tend to encourage those involved to enhance the
effectiveness of the marketing program. Salespeople may be more
aggressive. Retailers may be more cooperative. There is also the reaction of
competitors. At one extreme they can destroy the test by deliberately flooding
the test areas with free samples or in-store promotions. More likely, however,
they will experiment with retaliatory actions and also monitor the results
themselves.
Timing
A third consideration is timing. If possible, a test market normally should be in
existence for one year. An extended time period is needed for several
reasons. First, there are often important seasonal factors that can be
observed only if the test is continued for the whole year. Second, initial
interest is often a poor predictor of a program's staying power. There is
usually a fatigue factor that sometimes can take a long time to materialize.
Measurement
A crucial element of the test market is the measure used to evaluate it. A
basic measure is sales based on shipments or warehouse withdrawals. Store
audit data provide actual sales figures and are not sensitive to inventory
fluctuations. They also provide variables such as distribution, shelf facings,
and in-store promotional activity. Knowledge of such variables can be
important in evaluating the marketing program and in interpreting the sales
data.
Measures such as brand awareness, attitude, trial purchase, and repeat
purchase are obtained directly from the consumer, either from surveys or
from consumer panels. Such variables as brand awareness and attitude also
serve as criteria for evaluating the marketing program and can help interpret
sales data. The most useful information obtained from consumers, however,
is whether they bought the product at least once, whether they were satisfied
with it, and whether they repurchased it or plan to.
Costs of test marketing
In making cost-benefit judgments about test markets, all costs need to be
considered. Many costs are relatively easy to quantify; these might be the
development and implementation of the marketing program, preparation of
test products, administration of the test, and collection of data associated
with the test.
The costs and risks that may delay the launch of a new product are more
difficult to quantify. If a new-product launch is delayed by six months or a
year, an opportunity to gain a substantial market position might be lost.
Controlled-Distribution Scanner Markets (CDSMs). These markets are
termed controlled-distribution because there are generally agreements with
retailers to allow new products under test to have access to shelf space. An
example of a CDSM is lRI's BehaviorScan.
CDSMs have four major advantages over test markets. First, they are less
expensive. Although it is difficult to generalize, they probably cost from onesixth to one-third the cost of a full test market. Second, there is the potential
to do more experimenting with marketing variables in a CDSM. The
advertising seen by panel members is controllable. Further, in-store activities
such as promotions and pricing are under more control than they would be in
a sell-in test market. Third, the scanner-based data probably are more
accurate, timely, and complete than the data available in a sell-in test market.
.Fourth, there is the potential to provide accurate early estimates of the test
market results using the consumer panel information.
The most obvious disadvantage of a CDSM is that it provides no test of the
product's ability to gain shelf space, special displays, in-store promotions,
and so on. However, recent research on the effectiveness of sales
promotions has generated useful information for making efficient decisions.
Since gaining distribution can be a crucial issue for some products, leaving it
unaddressed can be troublesome. Another major CDSM disadvantage is the
limited choice of test cities.
Apartment on wheels
Makeup room on wheels
Hotel apartment
McKinney Electronic Toll Collection
Pass (ETCP)
at the point at which profits will be the greatest until market conditions
change or supply costs dictate a price change. Under this strategy, the
optimal price is the one that results in the greatest positive difference
between total revenues and total costs. This implies that the researcher's
major tasks are to forecast the costs and the revenues over the relevant
range of alternative prices.
Research for Penetration Pricing
Penetration pricing is a strategy based on the concept that average unit
production costs continue to go down as cumulative output increases.
Potential profits in the early stages of the product life cycle are sacrificed in
the expectation that higher volumes in later periods will generate sufficiently
greater profits to result in overall profit for the product over its life. For some
products, this reduction takes the form of an experience curve.
Rs. 100,000
Rs. 10,000
Price
Constant
Rs. 1,000pattern that is adopted for increasing market share
The pricing
is to:
Unit cost
markup
1.
2.
3.
percentage
Offer
a lower price (even below cost) when entering the market.
Rs.100
Hold that price constant until unit costs produce a desired percentage
markup.1
100
10,000
1,000,00
Reduce price as costs fall to maintain markup at the same desired
percentage of costs. Cumulative output in units
5.
Random
discounting
Description
Information
Sources of
Requirements
information
If some consumers have Knowledge of consumer Demographic
heterogeneous
search segments in the market.
consumer data
costs, firms, discount their
Characteristics
of Analysis of scanner
prices in a random manner
consumers (their search data
to take advantage of those
costs, etc.)
Internal records
consumers.
These
and
cost
consumers buy at the Product
Legal data
undiscounted price instead information
of searching for the lowest Information
on
legal
price, whereas consumers constraints
with low search costs will
buy at the low price.
Strategy
Second-market
discounting
Description
Information
Sources of
Requirements
information
If distinct markets exist and Knowledge about the Internal records
if the consumers in one different markets and
Legal data
market incur transaction their characteristics
Secondary
data
costs to buy in another, the
Product
and
cost
sources that give the
firm can discount its price in
information.
demographic profile
the other markets to below
its average cost.
In the Information on the legal of the markets
international context this is aspects of the other
markets.
called dumping.
Information on the legal
transaction cost incurred
by the consumer when
he or she buys from the
different market
Periodic
discounting
Price signaling
Information
consumers
prices
Legal data
Strategy
Penetration
pricing
Geographic
pricing
Premium
pricing
Price bundling
Description
Information
Sources of
Requirements
information
Penetration pricing is used Product
and
cost Secondary data and
in situations similar to that in information
inferential information
periodic discounting, except
on competitor prices
Information
about
in this case competitors are
and costs
competitor
prices
and
also free to enter of the
costs
Internal records
same price.
Hence, the
threat of competitive entry
and
price-sensitive
consumers force the firm to
price its products at a low
price.
Geographic
pricing Information
on
the Internal records
strategies are used by firms characteristics
of
the
Secondary data and
that sell in markets that are different markets
inferential information
separated
geographically.
Product
and
cost on competitor prices
The difference in pricing is
information
and costs
due to transportation costs
on
the
rather
than
reservation Information
transportation costs and
prices or transaction costs.
about any legal aspects
that may hinder this
particular type of pricing
strategy
This strategy and price
signaling are very similar.
The difference stems from
the fact that in price
signaling the firm produces
only the inferior product and
prices it high, whereas here
the firm produces both the
inferior and the better
product and sells them at
the same price to exploit the
joint economies or scale.
Bundling strategy is adopted
when the products are no
substitutable,
perishable,
and there is an asymmetric
demand structure for them.
An example of this strategy
is selling a car with the
maximum
number
of
options. The perishability in
the case of durables is with
regard to the purchase
occasion.
Product
information
and
Information
on
the Internal records
competitors price and cost
Secondary sources of
Information
on
the information
on
characteristics
of
the markets
and
consumers
(like
the transportation costs
maximum price they are
willing to pay for this
product)
Information on the demand Internal records
characteristics
for
the
Survey
data
on
various components of the
consumer
bundle
characteristics
and
Product
and
cost preferences
information
Secondary sources of
Information
on
the information
on
consumer preferences for competitor costs and
the various combinations prices
of the bundle
Strategy
Complementar
y pricing
Description
Information
Sources of
Requirements
information
Complementary pricing is Product
and
cost Internal records
the strategy used by firms to information
price
complementary
products. They usually price
the main product at low
price while the price of the
complement is high. The
classic example is Japanese
pricing of their cars and the
spare parts.
Marketing
research
technique
to
be
adopted
1) Selecting suitable Indepth
interviews,
channel option from focus group studies,
two alternatives like exploratory research
direct Distribution or
Indirect distribution
2)
Performance Cluster analysis
Appraisal
of
two
horizontal
channel
partners (retailer vs
retailer)
3)
Encouraging or Qualitative research
motivating
channel or focus group studies
members
CASE STUDY EXAMPLE
(A) Nagaland Govt. Labhlaxmi Lottery
(B) Playwin
(C) Sundaram Fastners
a)
b)
c)
(1)
Sr.
No.
60-70
70-80
Production +
Hit movies
Marketing
cost in Rs.
Cr.
Upto Rs.0.50 Dosti, Jangali Kasmir ki Kali,
cr.
Aaradhana, Daag, Aarjoo, Farz,
Suraj, Sangam, Upkar
Upto Rs. 0.75 Bombay to Goa, Janjeer, Bobby
cr.
Hathi Mere Sathi, Amare Prem,
Kati Patang, Deewar, Roti,
Trishul, Don, Shole, Roti kapada
80-90
20012008
(2)
Sr. Decade
No.
1
2
3
4
5
(3)
Balcony Movie
ticket
cost
Revenue
(all
India)
Movie stays for
50
100
175
days
days
days
60-70
Rs. 1.50 Rs. 0.50 0.48
0.65
0.80
Cr.
70-80
Rs. 2.00 Rs.0.75 0.74
0.90
1.10
Cr.
80-90
Rs. 5.00 Rs.1.25 1.25
1.50
1.75
Cr.
90-2000
Rs.20.0 Rs.2.0
2.05
2.35
2.60
Cr.
2000-2008 Rs.50.0 Rs.10.0 100.0
170.0
250.0
Cr
50%
viewership
90%
viewership
d)
0.070
0.60
Bollywood
invented
distribution, since 1992
new
0.15
channels
0.75
of
Year Invention
1992 Music right
1995 Export
Rights
1997 DVD
Satellite
e)
Example
Khalnayak - 0.75 cr), K.K.H.H. - 2.25,
Mohabbatai 7 Cr., Devdas -12 Cr.
K.K.H.H. 11.37 cr., Mohabbataien
6.5 Cr., Dil to Pagal Hai 6.4, Hum
Aap Ke Hai Kaun, 4 Cr., Kaho Na
Pyar Hai 3.21 Cr., Laggan 2.87
Cr., Mansoon Wedding 60 Cr.,
Devdas 12 Cr., Koi Mil Gaya &
Krish 10 Cr.
& Kaho Na Pyar Hai 2 Cr., KaranArjun 0.50 cr., Krish & Koi Mil Gaya
12 Cr., Murder 20 Lakhs
Jannat
5 cr.
Remark
Super Hit
IV ADVERTISING RESEARCH
Decision area
Marketing
research
technique
1) Determining ad- Focus group interview,
objectives
(which qualitative research
objective should be
chosen)
2) Evaluating ad-copy Experimental research
and ad-effectiveness deisgn
3) Deciding media
Qualitative research
4) Advertising budgets Opinion
poll,
qualitative research
In attention, advertising research is revolving
around
(1) Copy
(2) Media
CASE STUDY EXAMPLES
(A) Sales Promotion Campaign by Asian
Paints
(B) Sales Promotion Campaign by BT, BW,
A&M
Appeal in Indian Advertising
Changing Role of Women- From confident women (Lalita) to Glamour
Girl (Lolita)
Indian advertisement has witnessed a significant transformation in the
manner in which women are portrayed. Earlier, advertisers were
charged with depicting women in a stereotypical way; but now there is
a considerable positive change. Many contemporary advertisements
portray women as independent, assertive, enjoying life, & serious about
their careers.
Decision Area
MR Technique used
Decide Appeal
Decide on ad-slogan
Decide on media
Qualitative Research
Concept testing, Opinion poll
Observations, PI, and Experiments.
ILLUSTRATIONS
1) Hero Honda Pleasure------- Print & Audio visual
Ad slogan- Why should boys have all the fun?
Why to sit on back-seat?
Audio-visual- Faceless girl, individual or double seat, with helmet,
driving the scooter& enjoying the life.
PrintGirl with modern dress with spread arms, in front of yellow bike,
expressing thrill of driving.
Recently Priyanka Chopra has been endorsing the brand with Punjabidialog.
2) Asmi Diamond Jewelry------ Print & Audio visual
Ad sloganI believe in me
Baseline- For the women of sprit
Print---- An antique looking background is used as a photo frame to
signify the time-less ness that diamond represents.
3) ICICI Prudential Life----- Print & Audio visual
Ad slogan- Jeetey Raho
Most of Insurance marketers depict negativity like death while selling
policy. ICICI this ad has effectively changed this perception on a very
happy note. Moreover, in Indian tradition, the sindur, that is shown in
the ad, symbolizes protection& the slogan jeetey raho is an established
blessings for longevity. Thus it conveys idea behind taking life
insurance, which is to facilitate a peaceful life without any worries
regarding the future.The ad also portrays woman as decision maker in
financial planning.
4) Sania Mirza as a glamour girl endorsing many products.
a)Tata Tea PremiumChanging with the times
b) Getz- Prime drive global
c) Yosmart Scooterate
d) TVS Scooty-streakTough- Trendy
e) Sprite
5) Indica V2 XetaTwo Glamorous looking modern girls asking lift to
male, who is driving xeta
6) Pizza Hut- A young girl, with very modern dress trying to hold skirt
which is going up due to wind
7) Women in advertisement for Mens toiletries
a) Axe deodorant- Women in bra & panties running after a man
8) Nakshatra Jewellery- Ashawrya Rai- Baccan
b) Wild Stone- A married woman dreaming sex with someone else,
who come across with her while retuning after worshiping god.
-----------------------------------------------------------
Brand loyalty
Name awareness
Perceived quality
Brand associations in addition to perceived quality
Other proprietary brand assets: patents, trademarks,
channel relationships, etc.
The concept of brand equity is summarized in Figure which shows the five
categories of assets that are the basis of brand equity. The figure also shows
that brand equity creates value for both the customer and the firm.
Research questions under Brand Equity
An appraisal of the brand based on the five dimensions involves addressing
and obtaining answers to the questions that follow. Marketing research can
help to provide answers to these questions.
Brand loyalty. What are the brand-loyalty levels, by segment? Are customers
satisfied? What do exit interviews suggest? Why are customers leaving?
What is causing dissatisfaction? What do customers say are their problems
with buying or using the brand? What are the market share and sales
trends?
Awareness. How valuable an asset is brand awareness in this market?
What is the companys brand awareness level as compared to that of
competitors? What are the trends? Is the brand being considered? Is brand
awareness a problem? What can be done to improve brand awareness?
Perceived quality. What drives perceived quality? What is important to the
customer? What signal quality? Is perceived quality valued or is the
market moving toward a commodity business? Are prices and margins
eroding? If so, can the movement be slowed or reversed? How do
competitors stack up with respect to perceived quality? Are there any
changes? In blind-use tests, what is our brand name worth? Has it changed
over time?
Brand associations. What mental image, if any does the brand stimulate? Is
that image a competitive advantage? Does it have a slogan or symbol that is
a differentiating asset? How are the brand and its competitors positioned?
Evaluate each position with respect to its value or relevance to customers
and how protected or vulnerable it is to competitors.
Brand Loyalty
Name Awareness
Perceived Quality
BRAND EQUITY
Name
Symbol
Brand
Associations
Other Proprietary
Brand Assets
interpretation / processing of
information
confidence in the Purchase
Decision
use Satisfaction
------------------------------------------------------
Fair& Handsome
Emami
Live
Technology Leaders
Technology stylists
Young Explorers
Explore
Life Builders
Life Jugglers
Style Leaders
Mature Acceptors
Family Providers
Connect
Simplicity Seekers
Image Seekers
Style Followers
Achieve
Lower involvement
Hypothesis 1
H0: The hypothesis of the study is that cultural
differences do not have an impact on brand
extension across countries as well as states
within a country like India. For example,
people in the state of Tamil Nadu may have
different consumer profile compared to that of
Punjab and but might perceive and accept
brand extensions in a similar way. Cultural
differences do not have an impact on brand
extensions.
H1 :
The alternative hypothesis is that
cultural difference do have an impact on brand
extensions and is very relevant in the Indian
scenario. In fact, brand extensions judged to
be a poor fit by U.S. respondents, such as
Coke. Indian respondents perceived popcorn
and McDonalds chocolate bars, much more
positively.
Hypothesis 2
Cultural differences will exist to the level of
importance attached to individual product
attributes.
IN
THE
INDIAN
RECOMMENDATIONS
Marketers marketing products in religious and
culturally diverse countries need to remember
that in each purchase situation the consumer
brings a set of cultural experiences and
preferences to a particular product, brand or
brand extension. Marketers need to adopt
different strategies and techniques to
understand consumer preferences in culturally
diverse markets.
Illustration 2 Lux Soap and changing
consumer behaviour
Research Problem
1) Whether Shah Rukh Khan is the right
choice as a male ambassador for Lux.
To test this we will have to find out
whether people associate Shah Rukh
Khans qualities with Lux.
2) We shall also analyze whether Lux
needs to target the male consumers
also.
We shall test by finding out whether
men really have a say in the purchase
decision for soaps.
RESEARCH OBJECTIVE
Primary Objective
To find whether there is an image mismatch
between the image of Shah Rukh Khan and
Lux
Secondary Objective
-
RESEARCH HYPOTHESIS
H0 :
There is no mismatch between the
image of Lux and Shah Rukh Khan.
HA :
Tehre is a mismatch between the
image of Lux and Shah Rukh Khan.
FINDINGS
Masculine
2
3
4
5
6
Feminine
Status
Sophisticated
Cool / Hep
Glamorous
1
3
4
5
2
2
5
3
4
1
1
2
1
1
1
Summary of Findings
1
2
3
4
5
6
Correlation
Glamour
There is not a
significant Difference
Feminist
There is a significant
Difference
Mascutinity
There is a significant
Difference
Status
There is a significant
Difference
Sophistication There is not a
significant Difference
Cool / Hap
There is a significant
Difference
ANALYSIS
Market Share of Various Soaps:
Out fo the total 21 men interviewed 5 of them
use Lux, 3 use Cinthol and 3 use dove. 9 of
Multivariate
(Simultaneous
Analysis of two or
More variables
Single variable)
Testing of hypothesis
analysis
Correlation
HYPOTHESIS
4.0 INTRODUCTION
In the chapter on preparation and tabulation of
data we discussed the appropriate procedures
for collection and tabulation.
Once we
tabulate the data we need to analyze it, i.e. is
we should verify the hypothesis stated in the
problem.
To do so we need to learn
hypothesis-testing methods. If the manager of
a shopping mall wants to find out if customer
satisfaction is at least 90 percent, we can test
the validity of this hypothetical parameter by
null
2.5% of area
95% of area
2.5% of area
Rejection
region
Acceptance
region
Rejection region
4.13
Formulating A Hypothesis
Errors In Testing
Accept H0
is Correct
is Wrong
Type-II error
Reject H0
Wrong
Type-I error
Correct
Selecting A Test
2 =
i=1
Observed
categories
significant.
Ei
distribution of
and expected
data among
distribution is
Intendent Number
to buy Oi interviewed
Self
employed
(like doctors,
lawyers)
Front
Line
workers
Administrative
Academic
Total
Percent
E
(No.
Fre
Interviewed (P
/ 200)
45
14
90
17
40
20
14
15
60
40
30
200
20
15
100
2 = E
i
ij
AND
Level of
Critical value of Z
ignorance One tailed Two tailed
()
test (z)
test (z)
10%
1.28
1.64
5%
1.64
1.96
1%
2.33
2.58
4.5 ILLUSTRATIONS
Case (i) Two tailed test
Problem : Nicrome Metal works, a leading
name in Packaging Industry, has designed
automatic milk packing mache Fill-Pack to fill
plastic pouch with 1000 ml of milk with a
standard deviation of 10ml. A sample of 100
pouches was examined and then the average
volume / quantity of milk found was 98oml.
Can we say with 95% confidence that the
machine is working property?
Null Hypothesis = H0 = 1000ml
Alternate Hypothesis = HA 1000ml
X -
Test Statistics = t/z = ----------S /n
Data : x = 980ml., = H0=1000ml, n = sample
size = 100, standard deviation = s =10ml.
980 -1000
- 20
Hence t/z = ---------------= --------- = 20
10/ 100
1
RESEARCH OBJECTIVE
Primary Objective
To find whether there is an image mismatch
between the image of Shah Rukh Khan and
Lux
Secondary Objective
-
RESEARCH HYPOTHESIS
H0 :
There is no mismatch between the
image of Lux and Shah Rukh Khan.
HA :
Tehre is a mismatch between the
image of Lux and Shah Rukh Khan.
FINDINGS
Rank
Rank
for Lux for
SRK
1
2
3
4
5
6
Masculine
Feminine
Status
Sophisticated
Cool
Glamorous
6
2
5
3
4
1
0
1
2
1
1
1
Summary of Findings
1
2
3
4
5
6
Correlation
Glamour
There is not a
significant Difference
Feminist
There is a significant
Difference
Mascutinity
There is a significant
Difference
Status
There is a significant
Difference
Sophistication There is not a
significant Difference
Cool / Hap
There is a significant
Difference
ANALYSIS
Market Share of Various Soaps:
Out of the total 21 men interviewed 5 of them
use Lux, 3 use Cinthol and 3 use dove. 9 of
Correlation analysis
Correlation Is statistical technique used for
measuring relationship or interdependence of
two or more variables. E.g. marketing
manager might be wanting to
know
positive relationship
y negative relationship
\
/
\
x
x
y
no relationship
.
.
.
.
.
..
......
.
.
.
.
.
Illustration
Let us study relationship between say, ad budget
and sales. Independent variable x represents ad
expences in Rs lacks where as dependent variable
y represents sales in Rs crores
X: 2
Y: 3
5
4
4
4
6
8
9
9
Series Y
3
4
4
8
9
28
XY
6
20
16
48
81
171
X2
4
25
16
36
81
162
Y2
9
16
16
64
81
186
Rank Correlation
Sometimes marketing manager is interested in
examining the extent of association between two
ranks. For that purpose following method is used:
Illustration
Nokia cellular appointed 10 salesmen for Indian
markets to sell handsets to institutional buyers. It
Ranks on
the basis
of field
sales
performan
ce
Y
5
Differen Differen
ce
ce square
d=( X-Y) d2
-1
2
3
4
5
6
7
8
9
10
6
1
3
9
7
10
2
8
5
8
3
1
7
6
9
2
10
4
-2
-2
2
2
1
1
0
-2
1
4
4
4
4
1
1
0
4
1
d2 =
24
6 *d2
Rs = 1 N (N2 1)
Where rs means coefficient of rank correlation, n
means no. of observations ( here no. of salesmen),
d means difference between two ranks.
Substituting values,
(6) (24)
rs = 1 10 ((10)2 -1)
= 1 - .145
= .855
The value of rs equal to more than .8 indicates
high degree of correlation between independent
variable x and dependent variable y. here rs is .855
means there is high degree of correlation between
ranks issued to salesmen during training and field
sales performance.
CHAPTER 5
SETTING OF AN IMPLEMENTATION OF MR
PROJECTS
Following steps are involved:
Step 1: Defining research problem
identifying research objectives
and
2) What advertising
program will translate
into
marketing
objectives?
3) Should a new
budget or no-frills
class of airfare be
introduced?
household or industrial.
Household
sample means end users whereas
industrial sample means members of
B2B
market
i.e.
wholesalers,
manufacturers, retailers, etc.
(e) Contact method : Mail, telephone,
personal interviews,
Step 3: Collecting the market data
For collection of market data, a temporary
marketing organization is formed, which
comprise of project leader, MR Officer and the
investigators.
Investigator go sample to sample and
administer the questionnaire and collect the
data. MR Officer supervises the investigators,
as well help project leader for data analysis.
Project leader is the captain in charge. He
formulates the project in form of title,
objectives, sampling, data analysis and
preparation of report.
Step 4: Data analysis and interpretation
For data analysis statistical techniques like
regression analysis, correlation analysis,
univariate and multivariate analysis as well as
hypothesis testing is used.
21st century
PARLE
nutrition and great taste. With a reach spanning even the remotest villages of India,
the company has definitely come a very long way since its inception.
Many of the Parle products - biscuits or confectioneries, are market leaders in
their category. With a 40% share of the total biscuit market and a 15% share of the
total confectionary market in India, Parle has grown to become a multi-million dollar
company.
In 1929 a small company by the name of Parle products emerged in British
dominated India. The intent was to spread joy and cheer to children and adults alike,
all over the country with its sweets and candies. The company knew that it wouldnt
be an easy task, but they decided to take the brave step. A small factory was set up
in the suburbs of Mumbai, to manufacture sweets and toffees. A decade later it was
upgraded to manufacture biscuits as well. Since then, the Parle name has grown in
all directions, won international fame and has been sweetening peoples lives all
over India and abroad. Apart from the factories in Mumbai and Bangalore Parle also
has factories in Bahadurgarh in Harayana and Neemrana in Rajasthan, which are
the largest biscuit and confectionery plants in the country.
Product Profile :
Name of
the Biscuits
Pack Sizes
available
Parle g
19 G, 44 G,
44 G, 66 G,
93.5 G,
231.5 G,
346.5 G,
400 G, 462
G, 576.5 G
Krackjack
Krackjack
Crispy
Creams
Monaco
90 G
Name of
the Biscuits
Pack Sizes
available
Orange
Tickle your senses with Parle Orange Cream The tangy orange cream between two
scrumptions biscuits makes for a real treat.
90 G,
180 G
Hide n seek This is a choco biscuit that flirts with your taste
buds which seek out the chocolate chips that
arent really hidden.
25 G, 50 G,
100 G,
200 G
65 G,
100 G,
135 G
Digestive
Marie
Marie
biscuit
88 G, 176 G,
347 G, 400 G,
(For East)
Milk shakti
75 G, 150 G
Parle 20-20
cookies
75 G, 110 G,
225 G
Nimkin
75 G, 150 G
Consumer Profile :
110 respondents in pune geographic were contacted.
Segment targeted :
FChildren
FOld age people
FHousewives
FStudent
Research Objectives :
1.
2.
3.
To find out the quantity size and buying frequency of the consumers.
4.
5.
Questionnaire :
Questionnaire for Household Survey :
Dear Sir/Madam,
The management students are conducting this survey as a part of their project
in the field of research. The purpose of this activity is to measure the penetration of
Parle Biscuit in Pune.
1.
2.
Which brand comes 1st in your mind when you think of biscuits?
(a) Parle ____________
4.
(d) Monthly
_______
6.
7.
(c) Old aged people __________ (d) Others (please specify) _______
8.
9.
If you get extra benefits and features in some other brand then will you switch
over?
Yes / No and why ________________________________
10.
11.
No __________
(b) Hrutik Roshan & girlfriend
(d) A boy flying with aeroplane
Would you suggest any changes in Parle biscuit in the following fields?
a.
b.
c.
d.
e.
f.
Name : ____________________________________________
Age Group : _______________
Address : ________________________________________________
Contact Number : ___________________
Occupation : _______________________
No. of members in your family : _________________________________
Sales in Rs.
Market Share %
2007
1554.74
401114.79
23.78
2006
1405.31
306300.86
21.18
2005
1004.57
219469.86
17.53
1,405.31
1,200.00 1,000.00 -
1,004.57
800.00 750.64
2006
2007
year
From the above graph we can see that there is a continuous rise in sales of
Parle biscuits @ 30-40% from the year 2005-2007. In 2005-2006 sales rose by
33.83% whereas in 2006-2007 sales rose by 39.9%. Thus the company is
constantly growing in terms of sales in Rs. Crores.
500,000.00 -
401,114.79
400,000.00 -
306,300.86
300,000.00 219,469.86
200,000.00 -
100,000.00 -
PARLE
Market Share
25.00 23.78
21.18
20.00 17.53
15.00 -
10.00 -
5.00 -
PARLE
Which brand comes 1st in your mind when you think of biscuits?
(a) Parle ____________
From the below graph we can see that Parle is the brand that most of the
consumer consume. 48.6 customers responded that they consume parle biscuits,
38.32% of customer responded that they consume Britannia and 13.06% of
customer responded that they prefer ITC (Sunfeast). From the percentages we can
see that parle has got a good amount of share in the market and customers are
willing to consume its biscuits.
Brand of Biscuits you consume
A
C
41
38.32%
Britannia
52
48.6%
Parle
B
14
13.08%
ITC
Brand
A - Britannia
B - ITC
C - Parle
PARLE
C
4
8.0%
Krackjack
A
23
46.0%
Parle G
B
23
46.0%
Hide N Seek
Parle
A - Parle G
B - Hide N Seek
C - Krack Jack
PARLE
3.
(b) Taste
__________
From the chart below, we can conclude that 72.9% of the consumers are
influenced by the taste of biscuits whereas 24.3% o the consumers are influenced
by the price factor and the rest 2.8% of the consumers are influenced by the
advertisement. Thus, we can see that taste is the most important factor which
influences the customers buying behaviour and parle has an upper hand on this
factor.
Factor Influence you to Buy
2
8.0%
3
Advt.
B
24.3%
26
Price
C
72.9%
78
Taste
Influence
A - Advertisement
B - Price
C - Taste
PARLE
4.
A
11.21%
Large
12
C
28.97%
Small
31
B
59.81%
Medium
64
Quantity
A
-Large
B - Medium
C - Small
PARLE
5.
A
17.76%
Daily
19
15.89%
Fortnight
17
62.62%
Weekly
67
C
3
74...
Frequency
A - Daily
B - Fortnight
C - Monthly
D - Weekly
From the chart we can see that 62% of the consumers buy biscuits weekly.
The rest 15%, 17% and 3% prefer to buy biscuits fortnight, daily and monthly. As the
consumers of parle are mostly kids and bachelors and they mainly buy medium
packets so they mostly go for weekly purchase.
PARLE
6.
From the chart below we can conclude that 58.88% of the consumers will not
change their buying decision even if offers and schemes are offered to them
whereas 41.12% of the consumers will change their buying decisiion if they are
offered schemes and offers related to quantity, price, taste, quality etc.
Schemes OR Offers Affect you buying decision?
41.12%
Yes
44
58.88%
No
63
Offers
A - No
B - Yes
PARLE
7.
From the pie-chart given below we can conclude that 45.79% of the
consumers consume Parle biscuits themselves who are between the age group of
25-40 years whereas 34.58% of the consumers purchase parle biscuits for their
family and the rest 19.63% purchase Parle biscuits for their children.
Who consumes Parle at home
A
C
19.63%
Children
21
45.79%
Myself
49
B
34.58%
Family
37
Consumers
A - Children
B - Family
C - Myself
PARLE
8.
From the chart we found that 48.6% of the consumers first alternative would
be parle biscuits whereas 38.32% of the consumers would go or Britannia biscuits
and the rest 13.08% of the consumers would prefer ITC (Sunfeast) as their second
alternative. Therefore we can say that Parle biscuits has left a remarkable
impression on consumers mind as the second choice entered by most of the
consumers is also Parle biscuits.
Preferred Biscuits
A
C
38.32%
Britannia
41
48.6%
Parle
52
B
13.08%
ITC
14
Preference
A - Britannia
B - ITC
C - Parle
PARLE
9.
If you get extra benefits and features in some other brand then will you switch
over?
Yes / No and why ________________________________
From the chart below we can conclude that 64.49% of the consumers will not
switch over to other brands even if extra benefits are offered to them whereas
35.51% o the consumers will switch over to other brands if they get extra benefits.
If you get extra benefits, will you switch to other brands
35.51%
Yes
36
64.49%
No
69
Switch
A - No
B - Yes
PARLE
No __________
34.58%
Yes
37
65.42%
No
70
Campaigns
A - No
B - Yes
Out of 34.58% samples, remembered following ad-campaigns.
(a) M.S. Dhoni & grandmother
: 60%
: 10%
: 25%
: 5%
PARLE
11.
Would you suggest any changes in Parle biscuit in the following fields?
a.
b.
c.
d.
e.
f.
From the chart we can conclude that 33.64% of the consumers suggest an
improvement in taste, 22.43% suggest an improvement in ofers and schemes,
17.76% suggest an improvement in price, 20.56% suggest an improvement in
packaging, 5.61% suggest an improvement in distribution channels of Parle biscuits.
Therefore Parle biscuits should take care of all the above suggestions in order to
become the best out of better.
Suggestions for Parle Biscuits
5.61%
Availability
6
E
33.64%
Taste
36
B
20.56%
Packaging
22
C
D
22.43%
Schemes
24
17.76%
Price
19
Suggestions
A - Availability
C - Price
B - Packaging
D - Schemes
E - Taste
Conclusions :
u
Most of the consumers choose to buy a small pack of product for its
consumptions.
Recommendations :
u
Parle G and Hide n Seek are the only products of Parle that are on high
Company has good brand image in the minds of people, so it should make
The company should find out better promotional strategies. It should have
a brand ambassador that will strengthen the brand. The ads should be
broadcasted for a long time.
Company should periodically visit the consumers for gathering feedback from
its consumers to further enhance the products.
come out with newer and better strategies to increase its sales. Parle-G is
going to face together competition with Britannias Tiger and Good day
biscuits.
The company should try to improve its distribution channel by making it more
efficient and cost effective. Britannia is the closet competitor of Parle, so
proper strategies should be implemented to stay ahead of the race.
3)
Methodology
Sources of data
Methods
Sample size
Limitations
1)
2)
3)
4)
This being a convenience sample, the analysis may not be a true picture of
the target population.
Language problem, especially with the household respondents of
cosmopolitan areas.
Prejudice of some of the respondents.
For instance, one of the respondents had a bitter experience with respect
to LG VCR. For this reason, he is totally against the brand name LG and
could not consider even a single factor in favour of the LG CTV.
Low sample size of the dealers that is, we could not find more than 6
who were able to answer our questions in the areas surveyed.
Frequency
Percentage
20
66.7
No
10
33.3
67% of the respondents are users of LG CTV and 33% are non-user
2)
II
III
5
5
5
2
12
0
1
1
8
8
3
6
2
2
3
6
5
7
5
1
3
The respondents ranked performance as the most important attribute influencing their
purchasing decision. The next important attributes are price brand and aesthetics.
3)
It is found that the non-users have not purchased LG CTV because of dissatisfaction
with its price and performance.
Surprisingly, price and performance are also found to be the factors that have
influenced the purchase of LG CTV.
4)
SAMSUNG
VIDEOCON
HAIER
PHILIPS
AKAI
AIWA
SONY
ONIDA
CANT SAY
Percent
11
1
5
2
1
4
3
3
3
36.7
3.3
16.7
6.7
3.3
13.3
10
10
10
From the table it can be clearly inferred that Samsung is the toughest competitor to
LG according to the perception of the consumers.
5)
87% of the respondents feel that LG CTV is a successful brand. Rest 13% find it to
be unsuccessful.
6)
Frequency
Percentage
10
38.5
Range of Prices
Promotional Activities
6
10
23.1
38.4
As far as the reasons for LG CTV being a successful brand is concerned, 39% of the
consumers feel that the success is due to the range of products offered by LG, 38%
feel its due to the range of prices and the rest 23% feel that its due to the promotional
activities carried out by LG.
Sample Size 30
Successful
Range of Products
Range of Prices
Promotional Activities
Frequency
Percentage
1
25
2
50
1
25
Among the people who find LG an unsuccessful brand, 50% feel its due to the range
of prices offered by LG, rest 25% each feel its due to the range of prices and
promotional activities respectively.
7)
Sample Size 30
Economical
Costly
Frequency
Percentage
22
73.3
8
26.7
73% find LG to be an economical brand and the rest 27% find it costly. Thus the
overall impression of LG in CTV segment is that of an economical one.
8)
Frequency
3
2
11
3
1
Percentage
15
10
55
15
5
We found that the most preferred size by 55% respondents was 21, followed by 14
and 25, with 15% each.
9)
Net-Savvy technology
Locking Systems
Picture-In-Picture
Frequency
Percentage
16
57.1
7
25
5
17.9
57.1% of the people prefer to have Net Savvy Technology as an additional attribute
in their CTVs. Following this are locking systems with 25% and Picture in Picture
with 17.9%.
10)
Frequency
9
19
1
Percentage
31
65.5
3.4
65.5% of the respondents find the advertisements satisfactory while 31% and 3% find
it impressive and unsatisfactory respectively.
11)
Frequency
Percentage
10
35.7
6
21.4
11
39.3
Sample Size 30
Dislike
Model / Celebrity
Presentation
Slogan
Frequency
0
3
0
Percentage
0
100
0
Out of the sample size of 30, only 3 people disliked the ad and all of them disliked it
because of the presentation (no ad was specifically mentioned).
12)
Newspaper
Television
Frequency
4
26
Percentage
13.3
86.7
87% of the respondents asserted that television is the most striking media to advertise
LG CTV while the rest 13% felt that the newspaper is the best media.
13)
Do the various schemes / promotional activities affect you purchase
plans?
Sample Size 30
Yes
No
Frequency
19
11
Percentage
63.3
36.7
63% of the respondents felt that the various schemes offered by the company would
affect their purchase decision, while the rest 37% did not feel so.
14)
15)
Frequency
19
11
Percentage
63.3
36.7
Frequency
25
5
Percentage
83.3
16.7
83% of the respondents agree with what the punch line of LG has to say and the rest
17% disagree with the statement that LG is the best.
Demographics
Age
Frequency
5
10
7
8
Age Group
18-25
26-30
31-40
>40
Percentage
16.70
33.30
23.30
26.70
Frequency
2
15
8
5
Percentage
6.70
50
26.70
16.70
Occupation
Occupation
Student
Service
Business
Others
Sex
Sex
Male
Female
Age Group
28
2
Percentage
93.30
6.70
Annual Income
Annual Income
<1,00,000
1,00,000 1,50,000
1,50,000 2,00,000
2,00,000 2,50,000
2,50,000 3,00,000
>3,00,000
Frequency
12
10
5
1
1
1
Percentage
40
33.30
16.70
3.30
3.30
3.30
Dealers Questionnaire
1)
Ranks
Aesthetics
Price
Brand
Reliability
Performance
After sales service
2(33.3%)
2(33.3%)
2(33.3%)
II
4(66.7%)
2(33.3%)
III
1(16.7%)
1(16.7%)
3(50%)
1(16.7%)
Accordingly to the dealers, the top three attributes that influence their customers
purchase decision are: performance, brand name and price.
2)
Frequency
1
1
4
0
0
Percentage
16.7
16.7
66.7
0
0
21 is the most preferred size of the LG CTV. It is accepted by 66% of the dealers.
3)
Frequency
4
1
1
Percentage
66.7
16.7
16.7
4)
Brand Name
Aesthetics
Range of Products
Range of Prices
Performance
DPA
CPA
After Sales Service
LG
1
4
2
2
1
1
Samsung
2
3
2
4
2
3
Onida
1
2
1
1
Videocon
2
1
1
Sansui
Philips
2
1
1
1
1
1
2
2
:
:
:
:
:
:
:
:
LG, Samsung
Onida
LG
LG, Philips
LG, Onida
Onida
Onida, Sansui
Onida
83% of the dealers accepted that it is a successful brand and 17% felt it is an
unsuccessful brand.
6)
Frequency
1
4
0
0
Percentage
20
80
0
0
80% of the dealers felt it is successful because of its range of prices. 20% felt it is
because of the range of products. Promotional activities and distribution network
have nothing to do with the success of LG CTV.
Only one dealer found the brand unsuccessful because of its range of products.
7)
Frequency
4
2
Percentage
66.7
33.3
67% of the dealers are happy with the effectiveness of sales promotional activities
and 33% are not.
8)
Are you satisfied with the current media used by LG for advertisement?
Sample Size 6
Yes
No
Frequency
5
1
Percentage
83.3
16.7
83% are happy with the current media used for advertisement and 17% are not happy.
9)
Do you think LG should go for financing the purchase of the Colour TV?
Sample Size 6
Yes
No
Frequency
4
2
Percentage
33.3
66.7
67% of the dealers wanted LG to go for financing the purchase of the CTV.
10)
Are you satisfied with the dealer incentive schemes provided to you by
LG vis--vis the competitors?
Sample Size 6
Yes
No
Frequency
4
2
Percentage
66.7
33.3
It was found that 67% of the dealers were satisfied with the incentive schemes
provided to them by the company. But 33% of the dealers were not satisfied.
11)
67% of the dealers thought that the technological advances would really affect the
sale of the CTV. There were 33% of the dealers who felt that it would not affect the
sale.
Cross-Tabulation
1)
Users
Non-users
2)
Successful
17
9
26 (86.7%)
Unsuccessful
3
1
4 (13.3%)
20 (66.7%)
10(33.33%)
Aesthetics
Price
Brand
Name
Reliability
Performance
Advertisement
After
Sales
Service
<1,00,000
1,00,000
1,50,000
1,50,000
2,00,000
2,00,000
2,50,000
2,50,000
3,00,000
>3,00,000
2
3
1
1
6
6
1
3.30%
1
20%
1
20%
3.30%
3.30%
3.30%
43.30%
3.30%
Finding
It is very clear from the table and the graph above that the lower income groups (i.e.
1,00,000 and 1,00,000 1,50,000) give more preference to performance. Where the
higher income groups (i.e. 2,50,000 3,00,000 and >3,00,000) give more preference
to brand name.
The objective of this cross-tabulation is to know the break-up between
the number of users / non-users going for re-purchase of LG CTV?
User
Non-user
40%
33.3%
16.7%
3.30%
3)
Yes
14
5
19 (63.3%)
No
6
5
11 (36.7%)
20 (66.7%)
10(33.33%)
6.70%
Finding
We find that out of 20, 6 of the users do not want to go for re-purchase of LG CTV.
The reasons are:
The lower income group people find the range of prices and promotional
schemes offered by other brands more attractive vis--vis LG.
The higher income groups people feel that the quality of LG is not up to
the expected level of standards. The trust associated with the brand name
is falling.
Surprisingly, half of the non-users are willing to go for LG as their repurchase choice. This shows the privilege enjoyed by LG as the market
leader in the CTV segment and also the minds of the people.
4) The objective of this cross-tabulation is to know how many of the users have
really been affected by the various purchase schemes offered by the
company.
Users
Schemes
Affected
12
Not Affected
8
Finding From the above table it is very clear that 60% of the users are affected by the
schemes and 40% are not.
RECOMMENDATIONS
Brand Image Should be Maintained
LG enjoys a good brand image, especially due to its reputation of conforming to
quality in the consumer electronic goods market. This story dates back to the time
when there were not many brands in the amrekt and LG was the only brand, which
got hugely popular especially due to its quality levels. But lately it has been noticed
that
Q.No.
2)
Aesthetics / Appearance
Price
Brand name
Reliability
Performance
Advertisement
After sales service
3)
4)
5)
6)
7)
8)
9)
11)
12)
Like
____________
Dislike
____________
____________
____________
____________
____________
13)
14)
15)
Name
Address
Age
40
Occupation
_______
Sex
Annual Income
:
:
:
(a) 18-25
:
:
Male / Female
1)
<100000
2)
100000 150000
3)
150000 200000
4)
200000 250000
5)
250000 300000
6)
> 300000
(b) 26-30
(c) 31-40
(d) above
Thank you
2)
3)
( ) 20
( ) 21
( ) 25
( ) 29
Onida
Videocon
Haier
Philips
Samsung
Akai
Aiwa
Sony
Why? ___________
4)
Where do you rank the following colour TVs in terms of (Rank the top 3
for each)
LG
Onida
Videocon
AIWA
AKAI
Samsung Haier
Brand Name
Aesthetics
Range of Products
Range of Prices
Performance
Dealer Promotional
Activities
Consumer
Promotional
Activities
After Sales Service
5)
6)
7)
8)
Yes
No
If No, why? _________________________________
Are you satisfied with the current media used by LG for advertisement?
Yes
No
9)
If No, which do you think is the most striking media for LG to advertise?
Newspaper
Magazines
TV
The Internet
Hoarding
Radio
10)
Do you think LG should go for financing the purchase of the Colour TV?
Yes
No
11)
Shop Name
Address
Thank you.
:
:
Illustration:
Step 1: Defining research problem
identifying research objectives
and
Universe Residents
of Pune
Frame Detergent
users
Sample size 52 / 40
(52 list of detergent
users from whom 40
Surf
users
were
picked up)
Method Systematic
sampling
Unit Household
(f) Contact method TI / PI
Questionnaire for households samples.
Dear Sir / Madam,
The students of Management studies,
Pune are conducting this survey, as a part of
their project in the field of Research. The
purpose of this activity is to measure the
penetration of Surf in Pune.
1. Do you wash your clothes at home?
Yes
No
2. Do you use Surf?
Yes
No
3. If Surf, which sub-brand do you use?
Surf Ultra
Whiteness
Lather
Easy on hands
Easy on fabric
Stain removal
Yes
No
If yes, which one does you like the
most?
Lalitaji
Any
other
(please
specify)
________
6. Do the various schemes associated with
Surf affect your purchase?
Yes
No
7. Would you suggest any changes for Surf
in the following fields?
Style of packaging
Pricing
Price
Quality
Packaging
Ariel
Nirma
Wheel
Rin
Tide
Henko
Any
other
(please
specify)
_______
10. What influences you to buy your
preferred brand?
Friends
Neighbours
Advertisements
Self Experience
11.
12.
13.
14.
15.
Less than 1 Kg
1-2 Kg
2-3 Kg
3-4 Kg
More than 4 Kg
How frequently do you purchase
detergents?
Once a week
Once a fortnight
Once a month
Packets
Jars
Bigger containers
Any
other
(please
specify)
_______
If your preferred detergent is not
available, you go for:
First Choice ______________
Second Choice ___________
Do you keep a stock of detergents in
your home?
Yes
No
16. Most preferred detergent among people
you know
Surf
Ariel
Nirma
Wheel
Rin Tide
Henko
Any
other
(please
specify)
_______
Something about you
Name : Mr./Mrs./Ms. _________
Age Group :Kindly tick whichever is applicable
< 25
25-34
35-44
45 and above
Address:
Occupation:
Do you own a washing machine?
Yes
No
Who washes the clothes in your house?
Yourself
Maid
Any
other
(please
specify)
_______
How many members are there in your
household?
_________________________________
Income Group: (Tick whether is applicable)
< 5000
5,001-10,000
10,001-15,000
15,001 and above
Thank you
Step 3: Forming
temporary
marketing
organization for collection of market data
Project Leader - 1
MR Officer (Not required)
Investigators 1
Time to complete the project since 52 / 40
samples to be interviewed and one sample
might take 30 minutes and 30 minutes could
be consumed in traveling, in one day, 8
samples could be interviewed. Hence project
will be over on 5th day. No. of investigators
needed is only one.
Step 4 & 5 :
Data analysis by using SPSS.
Data presentation and preparation of
Research Report.
Sample Composition
In all, group members as a part of our survey
visited 52 households. 12 of them revealed
that they were entirely dependent on local
washermen or launderettes. Therefore these
respondents were not considered for answer
the questionnaire. The remaining 40 thereby
formed the sample size of our survey.
Sample size = 40
Sample Size = 40
Sample Size = 40
Sample Size = 40
Sample Size = 40
Sample Size = 40
Sample Size = 40
Findings of Survey
Sample Size = 52
Sample Size = 40
Users of Surf 21
Sample Size = 21
Sample Size = 19
Sample Size = 24
No.
10
20
6
3
1
40
No.
3
11
23
3
40
No.
9
8
10
1
7
4
1
40
Second choice
Brands
Rin
Wheel
Surf
Tide
Ariel
Henko
Nirma
Total
No.
11
12
5
6
3
1
2
40
Sample Size = 40
amongst
Advertising
standards
should
be
maintained, if possible improved, as
advertisements
have
contributed
immensely to the awareness level and
usage of the product.