final projects
TRANSCRIPT
Marketing Research Project
“Presented to: Rana Shahzad”
Presenters:
Mubasher Mubeen [091503]
Amna Saddiqi [083506] Shabbir Hussain [091512] Rana Atif Ali [091528] Fawad Arshad [091507] Rizwan Maqsood[091513]
Observation
Haleeb Bottled Milk was found in bulk at shelves of super stores during our routine purchase visits.
We visited:
“Makro Link Road Model Town”
“Hyper Star Fortress Stadium”
Problem
Why the use of “Haleeb Bottled Milk” is Low
Dependent Variable
Use of “Haleeb Bottled Milk”
Independent Variables
Promotion Quality Price Availability Taste logistics Segmentation Awareness Competitors Packaging Offers,
Substitutes
Prioritized Variables
Awareness, Quality, Price, Brands
Thematic Diagram
Relationship of Variables
1. Use of Haleeb Bottled Milk & Awareness= Positive +ve
2. Use of Haleeb Bottled Milk & Quality = Positive +ve
3. Use of Haleeb Bottled Milk & Price = Nagative -ve
4. Use of Haleeb Bottled Milk & Price = Positive +ve
5. Use of Haleeb Bottled Milk & Competitors = Nagative -ve
Logical Statements
1. If the Awareness is “High” then the Use of Haleeb Bottled Milk will also be “High”
2. If the Quality is “High” then the Use of Haleeb Bottled Milk will also be “High”
3. If the Price is “Low” then the Use of Haleeb Bottled Milk will also be “High”
4. If the Price is “High” then the Use of Haleeb Bottled Milk will also be “High”
5. If the Competitors are “Low” then the Use of Haleeb Bottled Milk will also be “High”
Research Methodology
Purpose of study Exploratory Type of Investigation Non-Causal
Study Setting . Non-Contrived. Time Horizon Longitudinal Unit of Analysis Individuals
Sampling
Non Probability Based Sampling– Due to time constrains
Purposive Sampling – Selective Audience
Judgment Sampling
Respondents
No. of Respondent – 30
Targeted Audience – General Consumers at Super Stores Lahore.
Responses to Our Questionnaire
Type of Milk Being Used
0
5
10
15
20
Fresh
Packed
Important Concerns are
02468
1012141618
SD D NA/ND A SA
Quality
Price
Awarness
Brand
Price influence on purchase decision of packed milk.
0
5
10
15
20
25
Yes
No
Awareness play important role while purchasing of packed milk
0
5
10
15
20
Yes
No
Major concerns during purchase of packed milk (Ranking)
0
5
10
15
20
25
1
Quality
Price
Awarness
Brands
Brand play important role in decision making of packed milk
0
5
10
15
20
Yes
No
Preferred brand in packed milk
Market Share of Haleeb (Bottled Milk)
2%
34%
36%
28% Haleeb
Olpers
Milk pack
Nestle
Information Source ?
Preferable mode of Entertainment
0
2
4
6
8
10
12
14
16
18
1
Tv
Radio
Newspaper
BillBoards
You saw an ad of Haleeb (Bottled Milk) at least once in the Last month?
0
5
10
15
20
25
30
Yes
No
Have you heard about Haleeb bottled milk
0
5
10
15
20
25
Yes
No
If Your most important attributes will be available in Haleeb Bottled milk will you buy?
0
5
10
15
20
Yes
No
Conclusion
The awareness level of Haleeb (Bottled Milk) is very low due lack of advertising
It’s market share is very low followed by a low mind share and heart share Not Easily accessible for time-constrained consumers Nestle and Olpers are frequently purchased in place of Haleeb No effective customer research before the launch in order to know the customer
preference Haleeb (Bottled Milk) has not yet generated a positive word of mouth among
it’s target customers The most preferred source of entertainment of the target audience is watching
television. There is no ATL promotional activities from Haleeb Foods. Positively perceived in terms of quality and convenience Target audience is price Quality sensitive as compared to Brand preference.