sampling technique for a house
TRANSCRIPT
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SAMPLING TECHNIQUE FOR A HOUSE-
HOLD PRODUCT (Chef Kapoors Super
Tandoor)
Under the guidance of: Ms. ANITA MANDREKAR
Faculty: ADVERTISING & MARKETING RESEACH
Submitted By:
Nishigandha Sharma
Roll no: 30
TYBMM(advt)
V.E.S college Of Arts, Science & Commerce
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ACKNOWLEDGEMENT
I Nishigandha Sharma of TYBMM(advt) would like to thank
our faculty teacher of Advertising & Marketing Research -
Ms. Anita Mandrekar for giving me an opportunity to work
on such an interesting project, which would help me in
enhancing my analyzing skills.
I am grateful to all the people, who filled in the survey
questionnaire and took out a few minutes from their busy
schedule to answer it, thus helping me in my project.
Thanking you,
With Regards,
Nishigandha Sharma
Signature:
_________________
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INTRODUCTION (Product brief)
Chef Kapoors Super Tandoor is a portable and elegant
looking electric appliance designed exclusively by the experthimself- Chef Sanjeev Kapoor.
It has two non-sticky plates which can be placed one over
the other as while grilling or they can be separately used. It
is hygienic, easy to use, and clean also has long life. The
upper plate is movable in such a way that it evens the
content inside it making the delicacy look beautiful.
Both veg as well as non-veg can be cooked in this Tandoor
like sandwiches, tikkas, pattice, pizza, lollipop, etc. As we
know, these dishes suck up a lot of oil. So this appliance
offers a solution to this also. The non-sticky plates have a
slight slope through which the excessive oil slips down, but
instead of getting waste it is collected in a detachablecontainer and thus this oil can be reused.
Moreover it cooks quickly. It has 5* rating on electricity
saving and consumes 1600watt only. The amount of
electricity consumed in cooking a dish is much less than the
total amount of gas and oil used in cooking the same. Not
forgetting the money that one spends on his health due to
cholesterol problems.
Thus it saves oil, saves time and saves money at affordable
rate of Rs.2999/-
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Target Group
Demographic: Socio Economic Class (SEC) A1, A2, B1, B2.
PAN India market- Metros & Semi-metros.
Primary Target would be working women because they have
the buying power and wish to save time and cook better
dishes for their families.
Housewives would be secondary target group followed by
single parent or single working women.
Income: Rs.20, 000 +
Gender:Females
Age: 24-55
Education:Yes/ NoPsychographics:
Women (as they usually cook food in the house) who wish
prepare delicious variety of dishes frequently for their
family as well as want to save on time & money.
Purpose of the Product:
People should buy Chef Kapoors Super Tandoor
because it eases your work as well as saves your time
and money.
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RESEARCH DESIGN
1.
Problem:A new variant in cooking style has been
launched by HomeShop 18, designed by ChefSanjeev Kapoor, to ease cooking at home and
providing better taste.
2.Objective:To know whether people will acceptthis new products qualities in replacement to the
usual gas that is use by them now.
3.Where the research to be done is: The research isto be done in Metros & Semi-metro areas PAN
India.
4.Type of Research: Exploratory followed by
Descriptive. Through exploratory research we can
fill the gaps of knowledge about the product. Later
in descriptive we will describe the product and
ask people of their opinions.
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5.Sampling Technique:The sampling techniqueused for this product would be Area Cluster
Quota sampling.
yArea: Since the market is PAN India market-Metros like Mumbai, Delhi, Chennai and Kolkata
and
Semimetros like Pune, Nagpur, Hyderabad,
Bangalore, Lucknow, Ahmadabad, Bhopal, etc
yCluster: The total area to be studied here is verylarge, thus we use a convenient way and divide the
area into a number of smaller non-overlappingareas and then randomly select a few areas from
each cluster. It is a non-probability sampling.
For example: We need to carry out our research in
Mumbai in areas where people living have a salary
above Rs.20, 000 i.e. SEC A1, A2, B1, B2.
Thus the A1 cluster includes Malabar Hills, CuffParade, Worli Sea face, Bandra Pali Hill, Juhu, etc.
A2 includes Tardeo, Dadar, Andheri, Mahim, etc.
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B1 includes Chembur, Ghatkopar, Parel, Santacruz,
etc.
B2 includes Vashi, Nerul, Kharghar, etc.
Thus from the above 4 clusters we randomly
select 2 areas each, this will be cluster sampling.
Cluster sampling reduces cost too.
yQuota: This involves fixing of certain quotas whichthe interviewer has to follow.The various sub-classes in the target market are
selected as above in clusters and quotas based on
income group and gender are assigned to each
cluster.
Our segmentation here being women, we will
interview 60% working women and 40%
housewives, as the product demands.
For example: In the cluster Nerul Sector
4,6,17,19,23,25 are posh sectors with families
having monthly income of Rs.30000+ and working
women.
Whereas sector 27, 44,2,48 have households with
monthly income of 20000+ and more number of
housewives.
Thus households from each quota are selected.
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ySampling Frame: Households in metros and semi-metros with monthly income of Rs.20000+
ySampling Unit: Only Females(housemaker) bothworking and housewives.
ySample Size: The scientific sampling size is 225 ina homogenous group i.e. each cluster, as it gives a
minimum error of +/- 10%ySample break-up: The areas selected are divided
on the basis on income group, working
women(60%) and housewives(40%).
6.Type of Interview: Direct personal interview
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7.Questionnaire:Name:
Age:Occupation:
Status:
Hi, how are you today? You might be cooking
food at your place, just need a small insight in
your day-to-day life.
i.Now-a-days health has become a primeconcern of an individual and we spend a
lot on keeping ourselves fit, do you and
your family also does the same?
oYESoNO
ii.Increasing cholesterol level is cause ofmany health problems, but again
compromising on taste becomes difficult.Isnt?
oYESoNO
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iii.Today prices of every commodity aremounting, in such a situation would you
like a product that increases yoursavings?
oYESoNO
iv.Do you order from a Hotel or visit onewhen you wish to eat your favorite dish?oYESoNO
v.Do you wish to make a variety of dishes atyour own place frequently?oYESoNO
vi.Does deep frying or grilling anythingbecome a cumbersome job for you?
oYESoNO
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vii.A product that eases your work and givesyou instant tasty food, how does the idea
sound to you?oBadoOKoGoodoExcellent
Chef Sanjeev Kapoor, the expert of Kitchen, has exclusively designed Chef
Kapoors Super Tandoor a portable, elegant looking electric appliance
which eases your work, gives instant food and moreover saves your time
and money.
It is a portable, has 2 non-sticky plates to cook and grill both veg and non-
veg like sandwhiches, tikkas, pizzas, pattice, lollipops, etc. As we know
these dishes suck up a lot of oil which is harmful for our health, but thisappliance has the unique slope design that drains out excessive oil and
collects it into a detachable container and thus the oil can be reused.
With its 5* electricity saving, the amount of electricity consumed by it is
much less than the amount spent on gas and oil used to cook the same. In
addition to it expenses on health.
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viii.So how do you like the product ChefKapoors Super Tandoor ?
ix.Would you like to buy this product ifavailable in market at Rs.2999/-oNooMaybeoYesoDefinitely Yes
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8.Time schedule: 3month/area
9.Cost: Rs. 50, 000/area
10.Analysis: It is done on the basis ofQuestionnaire,
Findings,
Conclusion and
Recommendations
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11.Findingsi.Now-a-days health has become a prime
concern of an individual and we spend a loton keeping ourselves fit, do you and your
family also does the same?
oYESoNO
Findings:
Conclusion: The above graphical representation shows that around
80% of our population is health conscious and is taking measures toimprove their health by ether going to the gym or maintain a diet
regime. The remaining 20% are either least bother of their health or
they know the consequences but are not taking any measures for it.
YES = 80% NO = 20%
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ii.Increasing cholesterol level is cause of manyhealth problems, but again compromising on
taste becomes difficult. Is this the case withyou?
oYESoNO
Findings:
Conclusion: The above diagram clearly shows that there is more the
half of the population who cannot compromise on the taste. So even
after being aware of the consequences of oily food, they prefer it.Only 35% of people avoid such food.
Percentage ofPeople
YES = 65%
No = 35%
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iii.Today prices of every commodity aremounting, in such a situation would you like a
product that increases your savings?oYESoNO
Findings:
Conclusion: As the above diagrammatic representation shows that
everyone is keen on saving money wherever possible. Thus the
product has scope in the market where it saves money in terms of
oil, gas, health, etc.
YES95%
NO
5%
Percentage ofPeople
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iv.Do you order from a Hotel or visit one whenyou wish to eat your favorite dish?
oYESoNO
Findings:
Conclusion: The above chart shows that about 3/4th of the
population do order or visit hotels when they crave for their favorite
dish. While the others disciplined enough to put a stop on their
craving or cook at their own place.
75%
25%
Percenage ofProple
YES
NO
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v.Do you wish to make a variety of dishes atyour own place frequently?
oYESoNO
Findings:
Conclusion: More number of the population wishes to cook variety
of dishes at their own place, if they had the required amount of time
and the right equipments. The other 35% are simply happy with
what they eat now and would like to continue it further.
Percentage of People0
20
40
60
80
YES = 65%No = 35%
Percentage ofPeople
Percentage of People
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vi.Does deep frying or grilling anything becomea cumbersome job for you?
oYESoNO
Findings:
Conclusion: Much of the population feels it is difficult for them to
grill or deep fry food. They try avoiding it and only do it when they
have leisure time. Remaining dont mind doing it whenever
required.
Percentage of People0
20
40
60
80
YES = 65%NO = 35%
Percentage ofPeople
Percentage of People
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vii.A product that eases your work and gives youinstant tasty food, how does the idea sound to
you?oBadoOKoGoodoExcellent
Findings:
Conclusion: 15% of the population thinks that work reducing, time
saving product is an excellent option. Some feel its good or OK only
because they want to test the product before they commit anything.
Only a few as 5% feel it is a bad idea.
Bad = 5%OK = 35%
Good = 45%
Excellent = 15%
5
3545
15
Percentage ofPeople
Percentage of People
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ix. Would you like to buy this product if available
in market at Rs.2999/-
oNooMaybeoYesoDefinitely Yes
Findings:
Conclusion: 30% of people would definitely buy the product, while
those saying Yes and Maybe, the product sounded good to them
very much right to them but just wish to see the product first before
taking the final decision. 10% of them feel it is a costly affair for a
product like this.
Percentage of People
0
10
20
30
Percentage ofPeople
Percentage of People
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14. REPORTA product that reduces ones work plus saves time and
money, moreover it being hygienic, portable and non-sticky.Chef Sanjeev Kapoor, the expert of Kitchen, has exclusively
designed Chef Kapoors Super Tandoor a portable, elegant
looking electric appliance which eases your work, gives
instant food and moreover saves your time and money.
It is a portable, has 2 non-sticky plates to cook and grill both
veg and non-veg like sandwhiches, tikkas, pizzas, pattice,lollipops, etc. As we know these dishes suck up a lot of oil
which is harmful for our health, but this appliance has the
unique slope design that drains out excessive oil and collects
it into a detachable container and thus the oil can be reused.
With its 5* electricity saving, the amount of electricity
consumed by it is much less than the amount spent on gasand oil used to cook the same. In addition to it expenses on
health.
Target group is SEC-A1, A2, B1, and B2. Working women and
housewives of age 24-55 across India.
Objective:
yPeople should buy Chef Kapoors Super Tandoorbecause it eases your work as well as saves your time
and money.
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yTo know whether people will accept this new productsqualities in replacement to the usual gas that is use by
them now.
The overall study concludes that more number of people are
becoming health conscious and are aware of the
consequences of high levels of cholesterol in the body.
Moreover they are using alternatives to reduce it but are not
much keen on compromising on tasty food.
To satisfy their craving for their favorite dish they prefergoing to hotel or ordering from one rather than saving that
money and cooking at home. The reason behind this is that
they find it cumbersome to cook dishes which involve a lot of
frying & grilling.
They are also keen on saving money and would welcome
such a product which eases their work.
When informed about Chef Kapoors Super Tandoor more
number of people would even go and purchase it.
The product Chef Kapoors Super Tandoor has a lot of scope
in the market. But not many people know about the product,
so instead of advertising through infomercials and online
shopping sites, some ATL (above the line) activities are a
must.
More number of people have become health conscious and
at the same time also are searching for alternatives to save
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on some money. A product like this can really help if while
advertising they focus on the above savings.
Only by listening to the features of the product, they like it,
but pricing and unawareness about the product is giving
them second thoughts about the purchase. Also a
demonstration of the product would help in making the
people understand more about the product. Thus the
number of population giving second thoughts on purchasing
the product will become sure.
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15. BIBLIOGRAPHY
www.homeshop18.com
www.colorstv.com