rm final project report
TRANSCRIPT
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Declaration by student
We, the undersigned, hereby declare that I am a Postgraduate
MBA student of the University of Kalyani in the session 2009-
2011. In fact the Project entitled Consumer behavior on
purchase of health drink . There is nothing denying the fact
that the project submitted is absolutely an original one having
expression of my hard work and endeavour to the best of my
sincerity and capability.
Subhadeep Paul
Shatabdi Roy
Swati Sarkar
Diptiman Som
Subhankar Dutta
Prithwiraj Paul.
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Executive Summery
We have made a project entitled Consumer behavior on purchase of
health drinks , which is a part of our MBA program. The project report is
based on the satisfaction or dissatisfaction of consumers, the taste and
preferences of consumers as far as Health Drinks are concerned. We have
collected the data of 60 consumers and prepare our project on the Consumer
behavior. The objective of our study is to see and analyze the test and
preference, characteristics of purchase of consumers as far as Health Drinks
are concerned. We have selected a sample size of 60 randomly and make the
necessary data analysis, graphical representation, & interpretation of them.
We have used statistical tools such as , median, Chi squire test,paired
Comparison, and some other as far it is applicable. We have shown their
responses by Bar graph & Pie graph, & also make necessary interpretation.
The result we have got by this survey is quite satisfactory. These activities
give us better understanding of marketing;
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Method to understand consumer behavior:
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Research Methodology
Research Design: We have done our project work on the basis
of a sample size of 60. We have followed the random sampling method.
Data collection Method: We have prepared questionnaires and
gathered the primary data from the consumers through it,and make the
necessary data analysis, graphical representation, & interpretation of them.
Analytical tool Used:We have used statistical tools such as median, Chi
squire test ,paired Comparison, ANOVA as far it is applicable.
Limitations of the Study
We Have to face certain limitations in our project work,
Firstly, We have done the data analysis part based on a sample size of 60,
which is a part of infinite population. So the sample size can face some error
in fulfilling the two laws i.e the results obtained from the sample cannot be
expected to represent the characteristics of population in toto.
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Data Analysis and Graphical Representation
1.No. of members in a family
Family members Frequency
1 to 3 33
3 to 6 24
6 to 9 2
more than 9 1
N 60
Numberd of member in family
0
5
10
15
20
25
30
35
1 to 3 3 to 6 6 to 9 more than 9
Seri
2.Consumpsion of Health drinks?
Response Frequency
Yes 54
No 6
N 60
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Consumer of health drin
Yes
90%
No
10%
3.Investment on Health Drinks.
Investment pattern Frequency
0-50 5
50-100 30
100-150 13
more than 150 6
N 54
Monthly Expenditure on health drink
0-50
9%
50-100
100-150
24%morethan 150
11%
5.Influencing Factor on Purchase
Factors Frequency
Price 14Taste 15
NutritionalQuality 12
Advertisement 11
Others 2
N 54
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14 1512 11
2
0
5
10
15
Price
Taste
Nutriti
onal
Quality
Advertisement
Oth
ers
Serie
6.Children consuming Health Drinks
Responses Frequency
Yes 34
No 20
N 54
Children Consuming Health
Drink
Yes
63%
No
37%
7.Consumption of Health Drink by all the Family Member
Responses Frequency
Yes 19
No 35
N 54
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19
35
Ye
No
8.Brand Loyalty of consumers
Responses Frequency
Yes 36
No 18
N 54
67%
33%
Yes
No
9.Rating of Advrtisement influence
Ratings No. of people
1 3
2 10
3 20
4 15
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5 6
N 54
3
10
20
15
6
0
5
10
15
20
1 2 3 4 5
Influence of Advertisemen
No. of peop
10. Influence of new Health Drinks on Consumer
Responses Frequency
Yes 24
No 13
Sometimes 17
N 54
45%
24%
31%
Yes
No
Someti
11.Income Group
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Income Slab Frequency
0-15k 8
15-30k 43
30-45k 7
above45k 2
N 60
Income Group
0-15k
13%30-45k
12%
above45k
3%
12.Age Group
Age Group Frequency
0-20yr 12
20-40yr 30
40-60yr 17
above60yr 1
N 60
Age Group
0-20yr
20%
20-40yr
40-60yr
28%
above60yr
2%
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Statistical Analysis of Data