potato wafers ppt.pptx
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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
Q1.Which brand comes to your mind when you think of potato chips?
83%
9%
3% 3% 2%
TOM
Lays
Uncle chips
Bingo
Pringles
Others
Analysis of the survey questions
Q2. Which other brands of potato wafers are you aware of?(Spontaneous)
Lays Bingo Uncle chips Others0
10
20
30
40
50
60
70
80
No. of people spontaneously naming potato wafers brand
No. of people
Q2.Are you aware of these / brands of potato wafers?(Awareness)
Pringles
Uncle Chips
Hot Chips
Lays
Pran
Bikaji Chips
Parle Wafers
0 20 40 60 80 100 120 140
No. of people aware of a particular brand
No. of people
Q4.What compels you to consume a particular brand of potato wafers?
2%
3%1%
12%
16%
4%
63%
AttributesCelebrity 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?
Sports
gam
e
After l
unch
Friends g
ather
ing
Celebra
tion
Exam
pre
parat
ion
In a
sad m
ood
In a
good
moo
d0
20
40
60
80
100
120
Different occasions
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 occasion’s 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
Pringles
Uncle Chips
Lays
Unbranded Local chips
0 10 20 30 40 50 60 70
Bar chart showing the buying behaviour of the people
Once in a month Once in fortnight Once in 5 days Daily Never
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 ½ of the sample
• ½ 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?
Uncle chips10%
Lays85%
Others5%
Pie chart depicting the MOUB in the potato wafer market
Uncle chips Lays
Others
We clearly see that lays has the highest market share in our TG followed by Uncle Chips
Brand Funnel
Awareness-72% Awareness-96% Awareness-98%
Trial-64% Trial-100%Trial-81%
MOUB-4% MOUB-13% MOUB-85%
Pringles Uncle Chips Lays
Loyalty-86%Loyalty-75%Loyalty-60%
Q8.Within your last 5 purchases of potato wafers, how many times have you purchased the brand answered in
the previous question?(Question 7)
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%
Behavioural Loyalty of Lays
Q9.If the brand mentioned in Question number 7 is
unavailable in the shop then would you..
42%
33%
25%
Uncle Chips
53%40%
7%
Lays Purchase potato wafers of another brand
Go to another shop
Won’t 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
19.23
20.25
24.84
28.53
Pringles
42.98
44.6234.49
35.13
Lays
23.62
19.2422.45
23.29
Uncle chips
14.15
15.8318.29
13.12
Unbranded local chips
Variants
Taste
Healthy
Packaging
Contd. The overall score for Lays is the highest while for Unbranded local it the lowest 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
Strongly Agree(5)
Agree(4)
Neither Agree Nor Disagree(3)
Disagree(2)
Strongly Disagree(1)
0 5 10 15 20 25 30 35 40 45
5
37
31
39
8
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 Dev-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 improve
the consumption of Unbranded local chips
Q12.Bingo's advertisements are more appealing than that of Lay
Strongly Agree(5)
Agree(4)
Neither agree nor disagree(3)
Disagree(2)
Strongly Disagree(1)
0 10 20 30 40 50 60
7
51
36
19
7
Number of people
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
Bingo’s 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.
Availability of the brand should be stronger
More interesting ads with local celebrities
Creating packs and promoting in special festival occasions
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
MOUB LOYALTY
Pringles
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