consumer behaviour for own business

Sharp Shooters

Statistical tests & graphical analyses on

Consumer Behavior

Survey Report

21

10

YES NO

PLAY OR WANT TO PLAY POOL?

86%

14%

Ratio

Male

Female

Survey Conducted on 40 students & 7 faculty members of LM Thapar School

of Management , Derabassi.

• 33 candidates(all students) respond

to the survey.

Source:-https://docs.google.com/spreadsheets/d/12VWQm5t60EZz8bsp9x_1wqGlZbZLCDA81oBwSkgzooM/edit#gid=854804011

• None of the female candidate is employed/ have source of

income.

• 5 male candidates out of 21 have source of income .

• 16 candidates are depended for income.

• Separating sample demographically we found 18 students

belong to “Hindu” cast & 3 students are “Sikhs”. None of

student is from any other category.

Survey Report

76%

24%

Income(In Rs.)

Not Applicable 0-10000

Hindu

86%

Sikh

14%

RELIGION


24%

5%

57%

9%5%

Interset towards billiards/pool

Once a month

Every now & then

Can't say

Once a week

Survey Report

38%

43%

19%

Rs. 50 Rs. 100 Rs. 150

• Pie Chart shows the interest of students , how frequently they love to play games.

• Bar graph explains the spending attitude of students.


Spending behavior of students

Survey Report


5%

27%

5%58%

5%

Behavior towards

choice of meal Snacks

Soft drinks

hard drinks

Snacks with soft

drinks

Snacks with hard

drinks

90%

10%

Need of meal

Yes No

Attitude towards the need of “snacks & beverages” while playing pool/cards.

Attitude towards Sharp Shooters(Attribute Cleanliness)


14%

5%

14%

10%

57%

Low priority Level 2 Level 3 Level 4 Highly needed

• 57% of students want the environment and

the surroundings should be clean.

• Cleanliness attribute dominant the need of

Air-condition.

Attitude towards Sharp Shooters(Attribute Air Condition)


0

2

4

6

8

10

Low priority Level 2 Level 3 Level 4 Highly

needed

Need of Air Condition

19%

10%

14%

14%

43%

Low priority Level 2 Level 3

Level 4 Highly needed

Majority of students from above survey clearly shows that Air Condition is necessary for

Efficiency of the services.

Attitude towards Sharp Shooters(Attribute Music)


19%

10%

14%

24%

33%

Low priority Level 2 Level 3 Level 4 Highly needed

• 33% of students want the music to be played

during gaming.

• it is highly recommended but not as same as

previous ones.

Attitude towards Sharp Shooters(Attribute Quality Products)


Low priority

19%

Level 2

5%

Level 3

9%

Level 4

19%

Highly

needed

48%

• Students are very conscious about the

products they will be served with.

• Quality products are the second most highly

needed attribute with a weightage of 48%

Attitude towards Sharp Shooters(Attribute Interior)


Low priority

19%

Level 2

5%

Level 3

19%Level 4

33%

Highly

needed

24%

Students doesn't prioritize interior as a important

attribute as compare to others.

Attitude towards Sharp Shooters(Attribute Schemes & Benefits)


Low priority

28%

Level 2

0%

Level 3

14%Level 4

29%

Highly

needed

29%

Schemes & benefits are highly needed by the

students and are important as other attributes.

Multiattribute

Attitude Models

Beliefs about a product’s attributes or

features are important because they

determine the favorability of one’s attitude

toward the product.

Find out details about Fishbein & Ideal Point Multiattribute Attitude Model

http://o15.officeredir.microsoft.com/r/rlid2013GettingStartedCntrPPT?clid=1033

The Fishbein Multiattribute Attitude Model

• Ao = attitude toward the object

• bi = strength of the belief that object has attribute i

• ei = evaluation of attribute I

• n = number of salient or important attributes

Model proposes that attitude toward an object is based on the summed set of beliefs about the object’s

attributes weighted by the evaluation of these attributes.

Attributes can be any product or brand association.


Beliefs

Attributes Evaluation SharpShooters

• Air Condition +3 +4

• Cleanliness +4 +5

• Music +3 +2

• Quality Products +5 +4

• Price +2 +5

• Interior +1 +1

• Schemes & Benefits +5 +5

Total bi*ei score 94


• Brand attitude scores (Ao) are calculated by multiplying the belief scores by their corresponding evaluation

score for each attribute (bi x ei).

• We calculate 94 as the Brand attitude score for “Sharp Shooters”. we can compare this brand with competitors

on the basis of Brand Score calculated through Fishbein Model , and find out which brand is more acceptable

by the customers.

The Ideal Point Multiattribute Attitude Model

• Ao = attitude toward the object

• Wi = importance of attribute i

• Ii = the ‘ideal’ performance on attribute i

• Xi = belief about product’s actual performance on attribute i

• n = number of salient attributes

Consumers indicate where they believe a product is located on scales representing the various levels of salient

attributes.

The closer the ‘actual’ rating is to the ‘ideal’ ratings, the more favorable the attitude.

Beliefs

Attributes Importance(Wi) Ideal Point(Ii) SharpShooters

• Air Condition +4 +3 +4

• Cleanliness +5 +3 +5

• Music +3 +3 +2

• Quality Products +4 +5 +4

• Price +4 +2 +5

• Interior +2 +1 +1

• Schemes & Benefits +5 +4 +5

Total Wi |Ii-Xi| score 38


Unlike Fishbein model, where a higher scores indicate more favorable attitudes, lower scores are better under

the ideal-point model. In fact, the best score a brand can receive is 0.

We calculate 38 as the Brand attitude score for “Sharp Shooters”. we can compare this brand with competitors

on the basis of Brand Score calculated through Ideal Point Model , and find out which brand is more

acceptable by the customers.


Snapshots

Snapshots

https://docs.google.com/forms/d/1HPTqCk_KlYGRuGbQ4auHSpw

fnFPmPlM3W-hDP6gZW-s/formResponse

Link for filling the form

https://docs.google.com/spreadsheets/d/12VWQm5t60EZz8bsp9

x_1wqGlZbZLCDA81oBwSkgzooM/edit#gid=854804011

Link for checking the list of filled forms

https://docs.google.com/forms/d/1HPTqCk_KlYGRuGbQ4auHSpwfnFPmPlM3W-hDP6gZW-s/formResponse

https://docs.google.com/spreadsheets/d/12VWQm5t60EZz8bsp9x_1wqGlZbZLCDA81oBwSkgzooM/edit#gid=854804011

Snapshots Excel Sheet(double click the sheet to see detail)

Timestamp 1.Do you play Billiards/ want to try it in future?2.Gender 3.Marital Status 4.Occupation 5.Income 6.Religion 7.How much money do you want to spend per hour basis on these games?8.How frequently you play billiards/pool?

9/14/2014 13:29:39 Yes Male Single Student 0-10000 Hindu 50 Once a month

9/14/2014 14:38:37 Yes Male Single Student 0-10000 Hindu 150 Every now and then

9/14/2014 14:38:51 Yes Male Single Student Not applicable Hindu 50 Can't Say

9/14/2014 14:41:29 Yes Female Single Student Not applicable Hindu 50 Can't Say

9/14/2014 14:43:00 Yes Male Single Student 0-10000 Hindu 50 Can't Say

9/14/2014 14:54:57 No



9/14/2014 15:18:36 Yes Female Single Student Not applicable Hindu 100 Once a month

9/14/2014 15:38:38 Yes Male Single Student Not applicable Sikh 100 Can't Say


9/14/2014 16:59:36 Yes Male Single Student Not applicable Sikh More than 150 Once a week


9/14/2014 17:26:43 No

9/14/2014 17:26:55 No

9/14/2014 17:27:31 No

9/14/2014 17:27:30 No

9/14/2014 17:27:31 No

9/14/2014 17:27:33 No

9/14/2014 17:27:35 No

9/14/2014 17:27:39 No


9/14/2014 17:36:12 No


9/14/2014 18:25:14 Yes Female Single Student Not applicable Hindu 100 Can't Say

9/14/2014 19:07:51 Yes Male Single Student Not applicable Hindu 100 Twice or more a week


9/14/2014 22:22:21 Yes Male Single Student Not applicable Hindu 50 Once a month


9/14/2014 23:37:09 Yes Male Single Student Not applicable Sikh 150 Once a week


Varun

501304050

consumer behaviour for own business

Marketing

spending attitude of

candidatesall students

favorability of ones

source of income

important attribute

products attributes

needed attribute

cleanliness attribute