Market Research Project- Potato wafers

Presented by : Group 4
Aparajita Sen
Jaskaran Singh
Megha Gupta
Subhasish Das
Sunita Chakraborty

Agenda
Methodology

Analysis of the survey questions

a. Hypothesis I
b. Hypothesis II
. Recommendations

Methodology
Product category of our research :
Potato Wafers

Target group we selected :

Age 18-25 yrs

Profession - Undergraduates/Postgraduates students

Objective of the research :
I.To understand the market penetration of potato wafers in India
II.To Understand what strategy is being followed by market leader & its competitors
III.
To understand the purchasing behaviors of potato wafers
IV.
To analyze whether there is enough scope for new entrants in the market

 Research design :
For our research survey we undertook non-probability sampling,
under which following is the sampling techniques we utilized:
Sample Size

From the recruitment question we understood that the penetration for potato wafers in our TG is more that 95% ,hence we took a
sample of size 120 to do an in depth analysis
Quota sampling -

We selected our target group by dividing them into two strata's

of Males(60) & Females(60), after which we used convenience
sampling as sampling technique for further research

Analysis of the survey questions

Q1.Which brand comes to your mind when you
think of potato chips?
TOM

3% 3% 2%
9%

Lays
Uncle chips
Bingo
83%

Pringles
Others

Q2. Which other brands of potato wafers are

you aware of?(Spontaneous)
No. of people spontaneously naming potato wafers brand
80
70
60
50
40
30
20
10
0

Lays

Bingo

Uncle chips

Others
No. of
people

Q2.Are you aware of these / brands of potato

wafers?(Awareness)
No. of people aware of a particular brand
Parle Wafers
Bikaji Chips
Pran
Lays
Hot Chips
Uncle Chips
Pringles
0

20

40

60

No. of people

80

100

120

140

Q4.What compels you to consume a particular

brand of potato wafers?

Attributes
2% 3% 1%
12%
16%
63%
4%

Celebrity
Endorsement
Quantity
Price
Variants
Quality
Brand name
Taste

We clearly see that taste is by far the leading factor which compels a
consumer to consume potato wafers

Q5. When do you usually have potato wafers?

Different occasions
120
100

100

80

72

60
40

44

44

20
0

69

28
13

Number of people

Contd.

Looking at the advertisements

Lays has been successful in showcasing friends gathering , a good mood and
sports game as an occasion to have potato chips especially lays
For Uncle chips their TG is of the age group below 18 years and they tried to
showcase good mood as one of the occasions to have potato chips
For Bingo, we observed that one of the most preferable occasions to have
potato chip is in sad(bored) mood.

Q6. How many times do you / consume following

brands of potato wafer
Bar chart showing the buying behaviour of the people
Unbranded Local chips

Lays

Uncle Chips

Pringles
0

Never

Daily

10

20

Once in 5 days

30

40

Once in fortnight

50

60

Once in a month

70

Contd..
Analysis
Being a High priced brand most of the people have never
tried Pringles ,while 2/5th of the sample consume it once a
month
For Uncle Chips 1/3rd of people consume it once a month
Lays is consumed once in 5 days by of the sample
of the sample has never tried unbranded local chips
,while around 1/3 of the sample consumes it once a month

Q7. Which of the following is your most often

consumed?
Pie chart depicting the MOUB in the potato wafer market

Others; 5% Uncle chips; 10%

Uncle chips Lays

Others

Lays; 85%

We clearly see that lays has the highest market share in our TG followed
by Uncle Chips

Brand Funnel
Pringles

Uncle Chips

Lays

Awareness-72%

Awareness-96%

Awareness-98%

Trial-64%

Trial-81%

MOUB-4%

MOUB-13%

Loyalty-60%

Loyalty-75%

Trial-100%
MOUB-85%

Loyalty-86%

Q8.Within your last 5 purchases of potato wafers, how

many times have you purchased the brand answered in th
previous question?(Question 7)
Behavioural Loyalty of Lays
Number of purchases out of
the last five purchases

Frequency

Once

6*1=6

Twice

9*2=18

Thrice

22*3=66

Four times

36*4=144

Five times

29*5=145

Total

379

Behavioural Loyalty

(379/510)*100=74.31%

Q9.If the brand mentioned in Question number 7 is

unavailable in the shop then would you ..
Uncle Chips

25%
42%

33%

Lays

Purchase potato
wafers of
another brand
Go to another
shop

7%

40%

53%

Wont purchase
anything

If we observe the two major brands lays and uncle chips we observe a switching
possibility. In lays we see almost 53% of people said that they would buy wafers of
another brand whereas in uncle chips almost 41.67% said that they are ready to
switch.

Q10. Please allocate 100 points among the

attributes so that your allocation reflects the
relative importance you attach to each attribute
Constant Sum Scale-Measuring the mean score

Unbranded local chips

13.12 14.15
18.29 15.83

Uncle chips
Variants
Taste

23.29 23.62
22.45

19.24

Pringles
Healthy
28.53 19.23
20.25
24.84

Lays
35.13 42.98

Packaging

34.49

44.62

Contd.
According to the survey when comparing all other attributes for each brand
-Packaging is the strength for Pringles
-Variants and Taste are the strength for Lays
Based on the overall score Lays has the highest overall brand score while
Unbranded local chips has the lowest brand score
While correlating the data for the different attribute within each brand we see
that
- The correlation between Health and Packaging is high for Pringles(0.60) ,
Lays(0.64) and Uncle Chips(0.61) while it is very low local unbranded chips
- For Lays the correlation between variants and taste(0.69) is very high
Pringles and Uncle chips should concentrate only on communicating any one of
the attribute(Health and Packaging) in its advertisement as there is a high chance
of people relating it with the other attribute.
While for Lays it should advertise more for any one of the two
attributes(Variants and Taste).

Q11.An improvement in packaging of the

unbranded local chips will lead to an increase in its
consumption
8

Strongly Disagree(1)

39

Disagree(2)
31

Neither Agree Nor Disagree(3)

37

Agree(4)
Strongly Agree(5)
0

5
5

10 15 20 25 30 35 40 45

No. of people

Hypothesis 1-An improvement in packaging of the

unbranded local chips will lead to an increase in its
consumption
Mean Score-2.94
Standard Deviation-1.034
Looking at the mean score and the mode depicted in the
previous Bar chart we fail to accept our Null hypothesis.
People think that improving packaging will not increase the
consumption of Unbranded local chips

Q12.Bingo's advertisements are more appealing than that of Lay

Number of people
Strongly Disagree(1) 7
Disagree(2)

19

Neither agree nor disagree(3)

Agree(4)

36
51

Strongly Agree(5) 7
0 10 20 30 40 50 60
Number of people

Hypothesis 2-Bingo's advertisements are more

appealing than that of Lays
Mean score 3.27
Standard Deviation- 0.99
If we see the mean score (with a low standard deviation )
and the mode we can conclude that most of the people find
Bingos advertisements are more appealing than that of
lays. Hence we accept the null hypothesis

Recommendations
We see that none of the potato wafers company has communicated
that a celebration and an examination can be an occasion to have
potato wafers. Hence any new brand can enter the market by
using these characteristics of potato wafers industry
We see that the behavioral loyalty for lays is very high but from
perceptual loyalty we see that if Lays is not available then there is
a high chance of people switching to another brand. So it becomes
very important for lays to keep the availability very high
We had analyzed that the attribute which compels to buy a
particular brand and the occasions on which we have potato
wafers were common across male and female. Thus the brands
need not differentiate the marketing strategies between male and
female for our TG

Contd.

Pringles
MOUB
Availability of the brand should
be stronger
More interesting ads with local
celebrities
Creating packs and promoting in
special festival occasions

LOYALTY
Introducing smaller packs at a low
price
Freebies in large packs
Keeping updated consumer with
new updates and activities about the
product in Facebook , Flickr

THANK YOU