mbr final report

METHODS OF BUSINESS RESEARCH

NAURUS PVT. LTD.

RESEARCH REPORT

Submitted to: Mr Agha Shaheryar

Group Members:

Aeysha Hameed

Amra Rahman

Anam Tariq

Rabiya anjum

BBA VI

Date of Submission: May 28,2010

LETTER OF TRANSMITTAL

Date: May 28, 2010

To: Mr Agha Shaheryar

Subject: Report on the preferences of mothers on what they give their children to school for

lunch

With due respect our term report is presented to you, please accept our work.

This report is based on the primary research conducted to find out what mothers mostly give to

their children for lunch to school and why.

Yours sincerely,

Aeysha Hameed Amra Rahman

Anam Tariq Rabiya Anjum

Usman Ghani

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Letter of Contribution

Module 1 Aeysha Hameed, Amra Rahman, Anam Tariq, Rabiya Anjum

Module 2 Aeysha Hameed, Amra Rahman, Anam Tariq, Rabiya Anjum

Module 3:

Article Collections

Write Up

Proof Reading

Aeysha Hameed & Anam Tariq


Amra Rahman & Rabiya Anjum

Module 4:

Conducting Focus Group

Notes

Write Up

Video Burning, Proof reading and Presentation

Amra Rahman & Rabiya Anjum


Anam Tariq & Rabiya Anjum

Amra Rahman

Module 5:

Questionnaire Design Aeysha Hameed, Amra Rahman, Anam Tariq, Rabiya Anjum & Usman Ghani

Module 6:

Data Collection

Data Entry

Executive Summary, Compilation and Editing

Individual Question Analysis and Recommendations

Overall Analysis and Conclusion

Usman Ghani

Amra Rahman & Aeysha Hameed

Amra Rahman, Anam Tariq & Rabiya Anjum

Aeysha Hameed, Amra Rahman, Anam Tariq & Rabiya Anjum

Anam Tariq & Rabiya Anjum

Page | 3

Executive Summary

The purpose of this report was to help Naurus Pvt. Ltd. see if there is an opportunity in the

snacks industry specifically from school going children, grade 2 and above. Our target audience

was mothers of a monthly family income of not more than Rs. 25,000. This research was mainly

primary in nature, although we did take help from some secondary data that we collected for

our literature review. Two focus groups were conducted that gave us an insight into what

children like to take for lunch according to their mothers, and what mothers prefer to give.

After our questionnaire response analysis, we found that health and hygiene were the two

most important considerations for mothers, but we feel that affordability also has a high

influence in this segment’s purchase decisions due to their low income.

Moreover, we found that most mothers give lunch to their children instead of lunch money.

Also, most children like spicy chips and chocolate filled biscuits the most. In the chips market,

Lays and Kurleez were found to be the most liked chips, whereas in the biscuit market, Rio and

Prince were found to the most popular. We also found that if Naurus is to venture into the

snacks industry, it should price its product at no more that Rs. 10 as that is what most mothers

give their children in our target market. Also, freebies that come with snacks were found to be

very popular with children, and this one of the reasons Lays is the most popular brand. Our

research reveals that stickers are the most liked freebies.

According to our secondary research, pester power plays an important role in families’

purchase decisions, especially those involving school lunch. However, most mothers said that

advertisements do not have much of an effect in their purchase decision. We feel that mothers

may have refrained from admitting that their children pester them into buying snacks whose

ads they see on TV due to social desirability bias.

Based on our findings from questionnaire response analysis and hypothesis testing, we feel that

opportunities do exist for Naurus Pvt. Ltd. in the snacks market, particularly the chips and

cream filled biscuits market. We recommend that Naurus Pvt. Ltd. can start manufacturing

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spicy flavored chips and/or chocolate cream filled biscuits as they both are most liked by

children in this segment. Their prices should be set at less than Rs. 10, and the snacks should

come with stickers as freebies.

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Table of Contents

LETTER OF TRANSMITTAL............................................................................................................................2

Letter of Contribution..................................................................................................................................3

Executive Summary.................................................................................................................................4

Letter of Acknowledgement........................................................................................................................7

Overview of the Company...........................................................................................................................8

PURPOSE OF THE RESEARCH PROJECT.........................................................................................................9

Opportunity Identification:......................................................................................................................9

Research Questions:................................................................................................................................9

Research Objectives:...............................................................................................................................9

APPROACH TO THE PROBLEM...................................................................................................................10

TYPE OF STUDY:.....................................................................................................................................10

HYPOTHESIS...........................................................................................................................................10

RESEARCH DESIGN.................................................................................................................................10

Primary Research...............................................................................................................................10

Secondary Research...........................................................................................................................11

Definition of target population and sample size................................................................................11

Sampling Technique..........................................................................................................................11

Field work..........................................................................................................................................12

Data analysis methodology................................................................................................................12

SECONDARY RESEARCH SUMMARY...........................................................................................................14

TRANSCRIBED FOCUS GROUP....................................................................................................................18

INDIVIDUAL QUESTION ANALYSIS..............................................................................................................23

HYPOTHESIS TESTING................................................................................................................................49

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OVERALL ANALYSISOVERALL ANALYSIS.....................................................................................................54

OVERALL ANALYSIS....................................................................................................................................55

CHIPS.....................................................................................................................................................55

BISCUITS................................................................................................................................................55

AD EFFECT..............................................................................................................................................56

FREEBIES................................................................................................................................................56

Conclusion.................................................................................................................................................58

RECOMMENDATIONS................................................................................................................................60

APPENDIX..................................................................................................................................................61

APPENDIX A...........................................................................................................................................62

-QUESTIONNAIRE-.................................................................................................................................62

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Letter of Acknowledgement

We would like to thank Mr Waheed Zafar,Director Sales and Marketing, Naurus Pvt. Ltd., for

taking out time from his busy schedule and enlightening us with valuable information for this

project. He was keen to guide us and eager to respond to all our queries. He was very

cooperative and accommodating and without his help we would not have been able to compile

this effort.

We would also like to thank our instructors, Mr Agha Shaheryar and Ms. Farah Naz Baig, for

imparting their knowledge upon us in an effective manner which has given us a thorough and

in-depth understanding of the course and for giving us the opportunity to work on this project.

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Overview of the Company

Naurus (Pvt.) Ltd. (NPL) was established and incorporated as a company in 1979. However, the

brand name Naurus was known to many long before that. In the late 1950’s Naurus Syrup was

launched which was a pure composition of aqua flowers, herbal distillates and fruits extracts.

Because of its unique blend of natural herbs and no artificial chemicals, it was positioned as a

‘New’ (Nau) ‘Drink’ (Rus). Now, its product base not only comprises of Naurus Syrup; but also,

Jams, Spices, Pickles, Sauces, Vermicelli, Squashes, Juices, Desserts, Canned Foods, Sandwich,

Ketchup and Spreads. All these food items are under the brand name of “Sundip” which, as a

brand, was launched in 1997.

Naurus’ unique selling proposition is the use of natural herbs in its ingredients. Hence, it

promotes all the products as being ‘Naturally better’. It has also managed to get international

recognition due to its well-versed industrial expertise, quality awareness, and product

knowledge. The company is also an ISO-9001 certified organization meeting international

quality standards and is now hoping to achieve the HACCP certification. The company and its

employees strive to achieve the objective which is to become termed as the ‘Preferred Brand’

for ethnic food products.

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PURPOSE OF THE RESEARCH PROJECT

Opportunity Identification:This research report aimed to determine what mothers are giving their children for lunch, food

and drinks both. This research will help Naurus identify opportunities where they can use

product development strategy to capitalize on this market segment.

Research Questions:The mothers of school going children of class 2 and above, with income levels lower than Rs.

25,000 were asked what they give their children to take to school for lunch and whether it’s

homemade or purchased from the store. If it’s a packet of biscuit then further question

regarding the type of biscuits, whether saltish or sweet, dry or with cream etc. was asked. The

brand preferred in each case will also asked. If the mothers gave homemade food for example

sandwiches then they were asked what filling they used. If they gave money, they were asked

how much they gave.

Research Objectives:Asking these research questions will gave us an in depth idea of what mothers prefer to give

their children for lunch. If the stigma of junk food or snacks being unhealthy still prevails in the

general mindset or not also come to our knowledge. This has helped identify an area(s) which

would be feasible for Naurus to expand into.

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APPROACH TO THE PROBLEM

TYPE OF STUDY:This was an exploratory research in where we tried to identify and understand the general

mindset of the school going child’s mother on what she most prefers to give her children for

lunch. This study provided insights into the buying behavior of SEC B and C people and helped

us identify an opportunity about what kind of lunch mothers of this social class want to give

their children, something that Naurus Pvt. Ltd can venture into. As the target population is in

the lower income bracket, price was a very important consideration. All the variables affecting

this decision have been identified and studied.

The study can also be termed descriptive as we also analyzed if children mostly take lunch

money or lunch to school. The research was more quantitative than qualitative as we asked all

open ended questions for more accuracy.

HYPOTHESIS More than 60% of the mothers give lunch to their children

More than 70% of the mothers’ purchase decision is affected by advertisements

60% of the children like ketchup flavoured chips

More than 55% of the children like chocolate cream filled biscuits

RESEARCH DESIGNOur research is mainly based on primary data.

Primary Research

The survey research method is the basic research design. The interview to get the questionnaire

filled will last for about 3 to 4 minutes. Focus group interviews were also conducted, and this

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gave us an insight into the mindset of mothers, what they really think and what is their top

priority.

Sample questions are:

Do you give your kids lunch money or lunch?

If you give lunch money, then how much do you give every day?

If you give lunch then what do you mostly give?

What snack does your kid like the most?

Secondary Research

For our secondary research we conducted a literature review of articles from journals, internet

and various books for references.

Definition of target population and sample size

A survey of approximately 250 individuals located in different parts of Karachi provided the

database for this study. Eligible respondents were mothers of children in class 2 and above,

belonging to families with a maximum monthly income of Rs. 25,000 in the SEC class B or C.

Data gathering took around 2 weeks, and a complete report was generated in 2 months.

Sampling Technique

The sample size is of 250 as mentioned above. The sampling technique which we will use is the

non probability technique in which the probability of anyone of the mothers being selected will

be based on the prior requirement of being in the income bracket of less than Rs. 25,000 and of

SEC B & C. We did convenience sampling.

Field work

We also distributed questionnaires to the mothers that by giving them out to children in school

and collecting the filled questionnaires the next day. Schools were selected on the basis of the Page | 12

family income. We also interviewed mothers who came to pick their children up from school

and conducted door to door interviews to get the questionnaires filled.

In addition, we also conducted two focus group interviews, one with mothers, and the other

with children which proved to be very insightful. Each focus lasted for about 20-25 minutes.

The data will then be fed into the computer to obtain different charts, etc to study the buying

preferences and buying patterns. Insights obtained from the focus groups will be used to

explain this behavior.

Data analysis methodology

The sampling technique was be non-probability sampling. We used different statistical methods

like frequency distribution and other tabular and ranking methods to analyze the data that we

gathered. This was done by the aid of SSPS for clarity and accuracy.

Time Schedule

Problem identification February 21, 2010

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Research proposal March 25, 2010

Literature review and synopsis March 25, 2010

Focus group conduction March 30, 2010

Focus group transcription, preparation of summary and CD April 1, 2010

Questionnaire design April 8, 2010

Survey May 15, 2010

Data entry May 18, 2010

Analysis by software May 25, 2010

Conclusion and recommendations May 27, 2010

Compilation of final report May 29, 2010

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SECONDARY RESEARCH SUMMARY

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Food and beverage companies operate today in an environment very different to that of a few

years ago. Some of the old paradigms, such as producing inventory to forecast, long production

runs, and limited number of product categories, are no longer viable. The changing demands

and fashions of the consumer market mean that food and beverage processors cannot plan on

the basis of a long product life, and innovation has become a critical factor for survival.

Critical issues facing this industry include: increased levels of regulation in the form of quality,

documentation and traceability; demands for variety and innovation; low profit margins; and

shelf life management. Unique issues include: consistent quality of raw materials cannot be

guaranteed necessitating dynamic recipes, together with variable processes; and forecasting in

the final stages of production centre around packaging sizes.

there are some important facts about Pakistani market regarding a new food company

expansion. These facts will help companies to make there decision.

• In Pakistan there are three big consumer markets one is Karachi with a population of 10

million people, Lahore with 5.7 million people and Faisalabad with 2.1 million people.

• An average Pakistani consumer spends 42% of his income on food.

• Consumer food sales are expanding at a rate of 10% annually.

• Super markets are gaining popularity and currently account approximately 10% of retail food

sale.

• In recent years Pakistan has also eased trade barriers to attract more foreign companies to do

investment in Pakistan. Rules and regulations have made more transparent and tariffs have

been reduced

the food & beverage industry plays a unique role in expanding economic opportunity because

of its universality to human life and health. The role of large firms and of their partners in

expanding economic opportunity can take a variety of forms. Whether the long-term vision is

about developing local markets or global supply chains, the different scenarios all have one

thing in common: they focus on the ability of poor communities to create and capture more of

the value from their labour. In some cases, companies are taking the responsible or sustainable Page | 16

value proposition all the way to consumers to achieve a “values premium” that goes beyond

quality or safety guarantees. A key incentive is to raise local standards sufficiently to lower the

companies’ dependence on international supplies of quality barley for malt production. The

barriers to expamd economic opportunity include the poor’s lack of appropriate skills,

technologies, and finance, as well as their inexperience in designing and growing businesses,

and lack of awareness of the economic and business opportunities.

The London-based Centre for Food & Health Studies in its “Five Key Trends in Kids’ Nutrition

2006” report, predicts a shift to “good” and “bad” foods rather than “good” and “bad” diets.

the demonstrated growth potential for nutritional snack foods and beverages among families

with kids is 7.2 percent for families with children under five; 7.1 percent with children under 11;

and 6.7 percent with children under 17. Growth potential for indulgent products for the same

families is negative for all age groups, and "healthier" products only have growth potential for

families with kids in the 12 to 17 age group.

Howard Dean of Dean Foods sees real growth possibilities in dealing with fewer, larger

customers. "As retailers and food service people consolidate, [our strategy for growth] is to

team up with the large retailers and large food service people and try to get more growth

through them," said Dean. "[Retailer consolidation] is going to cause more growth for [food]

companies because they're going to pick up new business just because the type of customer

they're going to be serving in the future is going to be larger and more aggressive." Bestfoods

CEO Shoemate noted that the keys to success in dealing with retailer consolidation include

brand power, product innovation and differentiation and "aggressive" application of ECR

(Efficient Consumer Response) principles to reduce costs for customers and the companies

themselves.

Despite Pakistan’s confectionery and chocolate industry has enjoyed an emerging and growing

trend in the recent past yet its size and growth pattern has been far inconsequential compared

to other countries of Asia-pacific region. The industry has grown with an average annual rate of

6.5 to 7.5 % during 2002-2008. Domestic brands dominate the market accounting for more than

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85% of total value sales of the industry. The branded confectionery and chocolate market is

highly price elastic and growing with the bulk of sales concentrated in mid-price range products.

The efforts made for the induction of Rs.2 Confectionery unit by industry giants has gone into

vain so far. However Rs. 2 and 3 are popular price points for lolly pops and chocolates range.

Political instability may affect: the ability to acquire of form a strategic business alliance with

suppliers, activities that make necessary infrastructure enhancements to production facilities,

distribution networks, sales equipment and technology. Also, carbonated soft drinks are subject

to double taxation. Production of beverages declined by 3.7% as the prices of sugar, one of the

key inputs in beverages rose sharply in recent months.

The current Potato Chips (Crisps) Market is already led by Super Crisps and Golden Chips.

Entering into the market needs heavy investment on the marketing campaign of the product in

order to capture the share. Moreover 40% of the unbranded market can also be attracted

through use of heavy Marketing Campaign.There are many units existing which are in the

business of Potato Chips Manufacturing but still they are not successful in catering the demand.

So there is a potential for new entrepreneurs to enter the market. Key success factors will be:

Waste Production should be kept at minimum and production process need to be

monitored very carefully.Advance Orders for sale can ensure the success of the

Business.

Strong controls on the Purchase Price of Raw Material need to be observed as it is

evident that due to lack of Storage Facilities, supply of Potato is not stable throughout

the year as a result of which there is huge variation in the prices of the Potatoes. It is

therefore recommended to estimate the Potato requirements for the year and this

should be contracted for in advance with the Suppliers so as to secure from the drastic

changes in the prices of Potatoes.

Quality maintenance will play an important role as it is evident from the behavior of the

General consumers that they are more specific towards health issues than ever before.

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TRANSCRIBED FOCUS GROUP

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Our basic market research project is to find out what mothers give their children to lunch for

school. The children in our target market are those of grade 2 and above, belonging to families

whose monthly income is not more than rs 20, 000.

We conducted two focus groups in Ayesha Siddiqa school in Liaqatabad, and the participants of

the first focus group were those teachers of the school who had children in grade 2 and above.

The participants of the second focus group were the school children (grade 2 and above). We

chose to have a focus group of teachers because we thought that teachers would have more

information on what other children bring for lunch to school, based on observation.

Rabiya Anjum was the moderator of the group, Amra Rahman captured the focus group on

camera and Aeysha Hameed and Anam Tariq took notes on what the participants were saying.

1 st Focus Group

We started the focus group by asking the ladies what their thoughts were on the lunch that

their kids take to school. All of them unanimously agreed that they should be given homemade

meals to school like sandwiches and parathas, etc. They were of the opinion that the cafeteria

food is unhygienic and home cooked food is always the best choice. When we asked what kind

of sandwiches they gave their children, the response varied from butter sandwiches, kebab

sandwiches to egg sandwiches and jam/jelly sandwiches. They also talked about how health

conscious they were, and how eating canteen food was the root cause of diarrhea and other

diseases. Also, one of them pointed out that giving children money to buy lunch or giving them

packets of chips and biscuits ‘spoils the habits’ of children, meaning that if you keep giving

them that every day, then they will never want to take homemade lunch to school.

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Half of the mothers said that they give money to their children for lunch, the amount ranging

from Rs 5 to 15. None of the mothers prefer giving money to small children, but they are left

with no choice when it comes to older children, i.e. of ages 12 and up. In fact almost all children

of grade 7 and up bring money to buy snacks for lunch. When we asked what they usually buy

for themselves, they said that they usually buy cafeteria food like rolls, fries, chaat, etc. among

snacks, they mostly buy Marrie biscuit, Munna biscuit, Gluco, Gala, Rio and Prince when it

comes to biscuits. Plain biscuits like Gluco and Munna were preferred the most. Slanty, Kurleez

and unbranded finger chips were popular when it comes to chips. Slanty seemed to be the most

popular choice.

When we asked if their children asked them to buy them chips, etc for lunch, they said that

their children had grown up with the kind of training and understanding that home-cooked

food was what they had to take for lunch almost every day, and they were taught not to insist a

lot.

However, some of the mothers said that their children insist they want to take something for

lunch on two occasions:

1. When they see other children having something, and

2. When they see an advertisement of some new snack on TV and they want to try that

out

The mothers said that their children insisted the most on taking a particular snack for lunch

when they saw their friends in school having that snack, so this was the strongest appeal. They

also insist when they see an advertisement of some snack on TV, like Maggi, Peki, etc, but once

they try out the new snack and don’t like it, they do not pester their parents to buy it for them

again. This led us to the insight that children are not stupid and they will not want something

that doesn’t taste good to them, no matter how attractively it is packaged or how heavily it is

being marketed. So, the product itself has to be good, and according to their taste.

When we asked about beverages, the mothers said that soft drinks and juices were not sold in

their children’s school, and only water was available. One of them said that they gave juices like

Page | 21

nestle, etc to their children. None of them gave sharbats to their children and according to

them, the children did not like to take sharbat either.

When we asked them what kind of candies and chocolates they gave their children, they said

that they sometimes give them Coke and Fanta candies. Chocolates like Cadbury dairy milk (Rs.

5) and Kitkat were sometimes given as a treat.

2nd Focus Group

We conducted this focus group with the school children (of grade 2 and above). They were all

girls and when we asked them what they liked most to take for lunch, they unanimously agreed

on Kurleez, especially ketchup flavor, and Lays, plain salted flavor. Price is a very important

consideration for these income groups and this is evident from the fact that a packet of

unbranded chips in their school is available for Rs. 1. So, companies can make money on

volume if they introduce lower priced products for these social classes.

They said that mostly get money to buy snacks, that they spend in buying either chips or

cafeteria food like fries, chaat, rolls etc. Rolls were the favorite canteen food. These rolls cost

Rs. 10 each and have a vegetable or chicken filling. As for beverages, they said that they mostly

drink water, but in the summer they sometimes take Rooh Afza with them, and would like to

take Tang instead. This gave us another insight into what the children want, that is, a kind of

fruit juice, or fruity drink that they can afford.

As for chocolates and candies, they said that they rarely had chocolates but frequently had

chewing gums like Fresh-Up, etc and other toffees and sweets. In fact, according to then,

buying chocolates was a treat for them, and among the chocolates, Cadbury’s Dairy Milk

seemed to be the favorite.

Another interesting finding was that all the school children in our focus group said that they did

not like homemade food and preferred canteen food over it. This is about peer pressure, and

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trying to fit in with everybody else at school. Also, like the ladies in our first focus group said,

children from grade 7 and up do not take lunch from home.

Possible Errors

The findings from our first focus group tend to be a little erroneous due to the fact that one

teacher tried to deliberately falsify pieces of information, that we could easily make out

couldn’t be true. For example, when asked what beverage she have her children for school, she

emphasized on fruit juices like Nestle, which we know people of this income bracket cannot

afford to buy for their children, even twice a week (especially if they have more than one child)

due to its high price.

On another occasion she said that she gave her children Rs. 20 everyday as lunch money, which

again is not very believable because most mothers just give Rs. 5 to Rs. 15. However, this may

be a deviation from the average, which we shall find out when we conduct hypothesis testing.

We think that this woman gave such responses either because she wanted to present herself as

a more sophisticated person, and also because she wanted us to think of her in that way. This is

called deliberate falsification and interviewer bias.

In addition, almost all teachers said that they gave their children homemade food for lunch, but

almost all the children said that they mostly got lunch money. At this point, we agree with the

children, as the teachers seemed to present themselves as more health conscious than they

actually were. This information was confirmed by the canteen incharge.

Also, some of the teachers and even some children said that they took Rooh Afza to school at

times in summers, the problem here is that we do not know for sure whether it is actually Rooh

Afza they are talking about, or Jam-e-Shereen or Naurus, since they are all red syrup drinks and

since Rooh Afza has almost become a generic name for red syrup drinks, this is something that

we will have to focus on.

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INDIVIDUAL QUESTION ANALYSIS

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Q1. Are you a house wife?

*See Table 1 in Appendix B

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The statistical data shows that out of 250 respondents, 218 are housewives and only 32 are

working women. House wives constitute of 87.2% while working women are only 12.8%. Our

sample shows that the majority of the women belonging to the SEC classes B and C (the target

market for our research) are housewives.

Q2. Which of the two do you prefer giving your children for lunch?


Of our sample, an overwhelming majority of 87.2% prefers to give lunch only while the

remaining 12.8% gives money only. That is out of 250 respondents 218 prefer to give lunch only

while 32 prefer to give money only. This shows that Naurus is considering the right and an apt Page | 26

audience to enter in the snacks market where an opportunity clearly exists as majority of the

mothers (whether working or housewives) prefer giving lunch rather than money. If mothers

give them money then, according to a previously conducted research, 73% of the children end

up buying unbranded and unhygienic cafeteria food which the mothers are leery of (Kausar,

2000).

Q3.Rate, on a scale of 1 – 5 according to their importance, each of the following options you

keep in mind when giving lunch to your children.


AFFORDABILITY

According to our statistics, out of 250 respondents 26.6% find affordability as the least

important factor while giving lunch to their children, but a close 22.6% consider it to be the

most important factor. This shows that there is a high variability in the responses. 18.3% are

indifferent towards considering affordability while giving lunch to their children, 16.3% mothers

think affordability is just a slightly important factor and a close 15.5% consider it to be an

important factor. This also shows that there is high variability in the responses. Page | 27

Looking at these results we believe that we may be encountering a response bias because of

two reasons: firstly, there is a high variability in the responses as the most important and the

least important percentages are very close. Secondly, considering our target population

belonging to the SEC classes B and C with a family income of up to Rs. 20,000, it is highly

unlikely that affordability is least important factor affecting their lunch choices.


HEALTH

Page | 28

Health is, clearly, the most important factor out of all the others that mothers keep in mind

while giving lunch to their children. A sweeping 47.6% find it most important while 30.2% think

that it is an important factor. 11.5% are neutral toward this factor, and a mere 6% and 4% think

that it is slightly important and least important, respectively.


HYGEINE

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Hygiene refers to the way the food is prepared, cleanliness of the food and its packaging. 22.6%

consider it to be most important, 36.5% of the mothers find it important, 30.2% are neutral

towards it while a mere 8.7% and 1.2% find it slightly important and least important

respectively.


WHAT CHILDREN LIKE

5.6% of the mothers consider what their children like while giving lunch to them, while 13.5%

think of it as an important consideration, 24.2% are indifferent towards their children likes,

while a sweeping 47.2% consider it to be just slightly important and 8.7% consider what their

children like as least important. This shows that among this income bracket of people, the

Page | 30

children’s likes and choices are not of a great consideration for mothers while giving lunch to

their children.

Q4. If you prefer giving money then please specify which ONE of the following amounts you

give per day?


According to the results, 20.2% of the mothers give Rs. 5, 40.9% of the mothers give Rs. 10,

while 38.1% give Rs. 15 to their children as lunch money. As per our findings, as the number of

the children in a family increase the amount of money given to each reduces. This knowledge

will help Naurus in determining the price of the snack it is looking forward to introduce.Page | 31

Q5. If you prefer giving homemade lunch; then please rank top 5 of the following from 1 – 5

(1= mostly given, 5= least given):


This shows that out of 250 respondents 18.6% give their children mayonnaise sandwiches and

17.9% give their children egg sandwiches when it comes to giving homemade lunch. This

question was asked to determine what filling mothers mostly put in the sandwiches and if it’s

something that Naurus can venture into or look improve upon, for instance, Sundip jams, jellies,

mayonnaise, etc. According to the results, Naurus can work to improve the positioning of its

Page | 32

mayonnaise by positioning it as a sandwich fixing for school going children. Basically, this

question was just to general a general idea of the trend in homemade lunches for that purpose.

Q.6 What type of chips do your children like?


The statistics show that out of 250 respondents only 9 give unbranded bakery chips to their

children for lunch; whereas, and overwhelming majority of 241 mothers give branded chips.

That is 3.6% of the mothers give unbranded chips while 96.4% give branded chips. This shows

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that there is a huge opportunity for Naurus to go snacks industry and provide this target

audience with a new brand of chips.

Page | 34

Q7. If you give chips to your children then which of these do you give?


Our findings show that 35.3% of the mothers give Lays to their children, 18.3% give Kurleez,

12.3% give Slanty, 9.5% give Kurkure and Super Crisp, 8.3% give Cheery Balls, 2% give Papar

while 4% give other brands. Hence, among the top 5 choices of the respondents, Lays seems to

be the strongest competitor in chips for Naurus (if Naurus decides to introduce a new brand of

chips as it has an opportunity in it).

Page | 35

Q8. On a scale of 1 – 5 how much do your children like each of these flavours?

For this question, we have used a likert scale. Through this question we want to find which

flavor chips that children like the most.

KETCHUP


From the findings we see 14.3% mothers say that their children strongly like the ketchup flavor

and 34.1% say that their children like the ketchup flavor. 28.6% say that their children are

Page | 36

indifferent to this flavor while 13.9% say that their children dislike ketchup and a mere 8.3%

strongly dislike the ketchup flavor.

PLAIN


From the findings we see 9.5% mothers say that their children strongly like the plain flavor and

18.7% say that their children like the plain flavor. 46% say that their children are indifferent to

this flavor while 20.2% say that their children dislike plain and a mere 4.8% strongly dislike the

plain flavor.

Page | 37

BARBEQUE


From the findings we see 32.9% mothers say that their children strongly like the barbeque

flavor and 19.4% say that their children like the barbeque flavor. 21% say that their children are

indifferent to this flavor while 17.1% say that their children dislike barbeque and a mere 8.7%

strongly dislike the barbeque flavor.

Page | 38

SPICY


From the findings we see 40.1% mothers say that their children strongly like the spicy flavor and

23.4% say that their children like the spicy flavor. 17.5% say that their children are indifferent to

this flavor while 6.3% say that their children dislike spicy and a mere 11.9% strongly dislike the

spicy flavor.

Our evaluation shows that the spicy flavor the most strongly liked flavor among all other

flavours. Barbeque flavor is the next popular flavor followed by ketchup. And the least popular

flavor is the plain/salty flavor. So if Naurus tries to venture in the snacks industry by introducing

a new brand of chips, it should introduce it with the spicy flavor to attract immediate attraction

and a foothole in the market.Page | 39

Q9. If they like cream filled biscuits, then on a scale of 1 – 5, which filling do they like the

most?


From the results it is evident that the most favourite filling in a cream filled biscuit is chocolate

with 54.4% of the respondents ranking it as their top priority. Next in line is vanilla cream with

28.2% of the respondents selecting it as their favourite followed by 11.5% of the respondents

going for strawberry and only 2.8% and 2.4% selecting lemon and orange, respectively, as their

favourite cream flavours in cream filled biscuits. So, if Naurus is to launch a new brand of cream

filled biscuits, it should venture into chocolate cream biscuits. However, it should be taken into

consideration that there are various strong competitors present in the market catering to the

same flavours of the people. These ranks are also evident through the weighted scores and the

resulting ranks.

Page | 40

Q10. If they like plain biscuits then which type?


Respondents were asked to choose the type of plain biscuits their children like i.e. sweet or

salty. Our findings show that out of 250 respondents, 172 mothers said that their children like

sweet biscuits while 78 mothers said that their children liked salty biscuits better. In terms of

percentage this means that 68.8% said that the children like sweet biscuits while 31.2% said

their children like salty biscuits.

Page | 41

Q11. What type of biscuits do you prefer to buy?


The statistics show that out of 250 respondents only 9 give unbranded bakery biscuits to their

children for lunch; whereas, and overwhelming majority of 241 mothers give branded biscuits.

That is 3.6% of the mothers give unbranded biscuits while 96.4% give branded biscuits. This

shows that there is a huge opportunity for Naurus to go snacks industry and provide this target

audience with a new brand of sweet biscuits as majority of the children in this target audience

like sweet biscuits over salty.

Page | 42

Q12. Rank the first 5 biscuits from what you buy the most to what you buy the least (1=

mostly bought, 5= least bought).


According to our research results, the most bought biscuit in our target market is Rio with

22.8% of the respondents favouring it. Prince comes next as a close contender with 21.6% of

the respondents favouring it. Next most favoured biscuit is chocolate sandwich with 12.8% of

the respondents favouring it followed by Tiger and Gluco with 10.4% of the respondents

favouring them both. Lastly, Gala is the least favoured biscuit with only 8% of the respondents

going for it. Notice, the top 3 favoured biscuits are all cream filled in our target market. Hence,

Naurus should seriously consider coming up with a new brad of cream filled biscuits.

Page | 43

Q13. What type of drinks do you give your children with lunch?


A sweeping 58.9% of the mothers give water to their children with their lunches. 24.3% give

sherbet and only a mere 16.7% give juices. Further evaluation of the results to this question

show that of the mothers who give sherbet to their children, an overwhelming majority of

45.1% give Rooh Afza followed by 15.5% giving Naurus. 12.7% give Jam-e-shireen and Sunsip

Thanda Orange. Next, only 11.3% give Quice and lastly 2.8% give Squash.

Page | 44


Considering these results, Naurus should not venture into launching a new brand of sherbet or

juice as majority of the mothers in this target market ave a very strong mindset for giving water

with lunches to their children. Moreover, Naurus already has its own brands of sherbet as well

as juices. So it should concentrate on marketing the existing brands more rather than indulging

in product development for comin up with a new brand in the sherbet or juice industry.

Page | 45

Q14. On a scale of 1 – 5 (1=lowest, 5=highest) how much do advertisements of chips, biscuits and juices or sherbet affect your purchase decision?


The analysis of the results show that around 30% of the respondents say that the impact of

advertisements on their purchase decision regarding chips, biscuits or juices ranges from being

neutral to just affective. Only a mere 7.6% admitted to being strongly affected by

advertisements. We feel that the respondents did not openly admit to being affected by ads

because of social desirability bias as people feel that admitting this will show them as being

extremely maneuverable and gullible.

Page | 46

Q15. From what age onwards do you prefer giving your children money rather than lunch?


An overwhelming 75.6% of the mothers believe that their children should be given money from

the age of 13 onwards. Children of 13 years are usually in class 7 or 8. 20.8% of the mothers

believe that children of the age 10 and above should be given money that from classes 5 and

above. Only a small 3.6% of mothers believe that children of age 5 and above should be given

money.

Page | 47

Q16. Freebies that come with chips and biscuits affect your purchase decision.


45% of the mothers strongly agree that freebies that come with chips and biscuits sway their

purchase decision and 33% agree with the same. 10% are indifferent towards freebies while 8%

disagree and 4% strongly disagree. Hence, we think that Naurus should consider giving away

freebies along with chips or biscuits if the decide to launch a new brand of either or both.

Page | 48

Q17. What kind of freebies do your children like?


The results show that 40.4% prefer stickers as freebies, 20% prefer spinners, 14.8% like tops,

3.6% prefer whistles and 21.2% prefer others. When asked verbally and noted down, the

majority of the respondents were more favourable towards cash as freebie with chips,

especially, and biscuits in the others category. Seeing the success of the Lays and other few

chips by promoting their brands by giving cash as a freebie, we think that Naurus, if it decides

to venture into this market, should consider using money as freebie along with stickers.

Page | 49

Q18. How many children do you have?


28% have 3 kids, 26.4% have 4 kids, 18.8% have 2 kids, 17.2% have 5 kids and 9.6% have 1 child.

The average number of children in a family belonging to our target market is 3 children.

Page | 50

HYPOTHESIS TESTING

Page | 51

Hypothesis 1:

H₀ : More than 60% of the mothers give lunch to their children in place of money

H₁ : Less than or equal to 60% of the mothers give lunch to their children instead of

money

Null Hypothesis à H₀ : p > .60

Alternative Hypothesis à H₁ : p ≤ .60

Population proportion = p = .60

Sample proportion = p^ = 0.872

Confidence interval = 95%

= 5 % = 0.05

z = 1.645

std dev. = s = ) / n}

s = .60 ) / 250} = 0.031

z = (p^ - p) / s

z = (0.872 0.60) / 0.031 = 8.774

Conclusion:

Since z ; therefore, we accept the H₀

Page | 52

0 . 4

0 . 3

0 . 2

0 . 1

0 . 0

X

De

nsi

ty

- 1 . 6 4

0 . 0 5

0

D i s t r i b u t i o n P l o tN o r m a l, M e a n = 0 , S tD e v= 1

This means the test is statistically insignificant. So, it shows that more than 60% of the mothers

give lunch to their children instead of money.

Hypothesis 2:

H₀ : More than 70% of the mothers’ purchase decision is affected by advertisements

H₁ : Less than or equal to 70% of the mothers’ purchase decision is affected by

advertisements






= 5 % = 0.05

z = 1.645

std dev. = s = ) / n}

s = .70 ) / 250} = 0.029

z = (p^ - p) / s

z = (0.384 0.70) / 0.029 =

Page | 53

0 . 4

0 . 3

0 . 2

0 . 1

0 . 0

X

De

nsi

ty

- 1 . 6 4

0 . 0 5

0


Conclusion:

Since z ; therefore, we reject the H₀. This means the test is statistically significant. So, it

shows that less than 70% of the mothers’ purchase decision is affected by advertisements.

Hypothesis 3:

H₀ : 60% of the children like ketchup flavoured chips

H₁ : 60% of the children do not like ketchup flavoured chips

Null Hypothesis à H₀ : p .60

Alternative Hypothesis à H₁ : p .60




= 5 % = 0.05

z = 1.96

std dev. = s = ) / n}

s = .60 ) / 250} = 0.031

Page | 54

0 . 4

0 . 3

0 . 2

0 . 1

0 . 0

X

De

nsi

ty

- 1 . 9 6

0 . 0 2 5

1 . 9 6

0 . 0 2 5

0


z = (p^ - p) / s

z = (0.488 0.60) / 0.031 =

Conclusion:

Since z ; therefore, we reject the H₀

This means the test is statistically significant. So, it shows that 60% of the children do not like

ketchup flavoured chips.

Hypothesis 4:

H₀ : More than 55% of the children like chocolate cream filled biscuits

H₁ : Less than or equal to 55% of the children like chocolate cream filled biscuits






= 5 % = 0.05

z = 1.645

Page | 55

0 . 4

0 . 3

0 . 2

0 . 1

0 . 0

X

De

nsi

ty

- 1 . 6 4

0 . 0 5

0


std dev. = s = ) / n}

s = .55 ) / 250} = 0.0314

z = (p^ - p) / s

z = (0.548 0.55) / 0.0314 =

Conclusion:

Since z ; therefore, we accept the H₀

This means the test is statistically insignificant. So, it shows that more than 55% of the children

like chocolate cream filled biscuits.

Page | 56

OVERALL ANALYSIS

Page | 57

OVERALL ANALYSIS

The questionnaire attempted to find if an opportunity existed in the snack industry for Naurus

for providing a new brand of chips and/or biscuits to SEC classes B and C where the family

income is not more than Rs. 25,000. The particular target market is of children of classes 2 and

above. Naurus’ requirement was to find out whether mothers in this specific market would

prefer giving a new brand chips and biscuits for lunch over money.

It was found out through our questionnaire analysis and hypotheses testing that mothers would

certainly prefer giving chips and biscuits to their children for lunch over money as when

children are given money they end up buying unhygienic cafeteria food. The most vital

consideration behind this was health and hygiene which mothers keep in their minds while

giving lunch to their children while affordability did not qualify to be a major consideration for

them. However, we believe that we may be encountering a response bias because of two

reasons: firstly, there is a high variability in the responses as the most important and the least

important percentages are very close. Secondly, considering the income of our target

population it is highly unlikely that affordability is least important factor affecting their lunch

choices.

CHIPSThe results clearly show that a majority of 96.4% of the mothers prefer giving branded chips to

their children for lunch. Assuming that kids mostly like ketchup flavor, we conducted a

hypothesis testing on it if majority of the children like ketchup flavor or not. However, the

hypothesis was rejected and it was found out that spicy flavor is the most like flavor in chips by

kids belonging to this income bracket. Moreover, if Naurus launched a new brand of chips it

should keep in mind that its strongest competitors are Lays followed by Kurleez with a brand

preference of 35.3% and 18.3% respectively.

Page | 58

BISCUITSA sweeping majority of 96.4% of the target population prefers branded biscuits given as lunch.

Hence, Naurus has a strong opportunity in the snacks industry by entering the biscuits market

and providing this target population with a new brand of biscuits. With the help of our

hypothesis testing it became evident that the chocolate cream filled biscuits are the most liked

flavor and type of biscuits. Moreover, if Naurus launched a new brand of biscuits it should keep

in mind that its strongest competitors are Rio followed by Prince with a brand preference of

22.8% and 21.6% respectively. Notice that both are cream filled biscuits.

AD EFFECTThe analysis of the results show that around 30% of the respondents say that the impact of

advertisements on their purchase decision regarding chips, biscuits or juices ranges from being

neutral to just affective. Only a mere 7.6% admitted to being strongly affected by

advertisements. Moreover, the result of hypothesis testing reveal that more than 70% of the

mothers’ purchase decision is not affected by ads. We feel that the respondents did not openly

admit to being affected by ads because of social desirability bias as people feel that admitting

this will show them as being extremely maneuverable and gullible.

FREEBIESAn overwhelming majority of 78% of the mothers agree that freebies that come with biscuits or

chips affect their purchase decision. The most preferred freebie is stickers. It should be noted

that one of the reasons behind Lays being a most popular choice is that gives away cash as

freebie.

Page | 59

CONCLUSION

Page | 60

Conclusion

The objective of our research was to find an opportunity that Naurus Pvt. Ltd. can take

capitalize on. Our target audience was mothers of a monthly family income of not more than

Rs. 25,000. After careful analysis of the questionnaires and hypothesis testing, we feel that an

opportunity exists in the chips and cream filled biscuits market especially. To find this, we

conducted hypothesis testing, through which we found that more than 70% of the mothers give

lunch to their children instead of lunch money, with health and affordability as important

factors. However, we could not accept the hypothesis that more than 70% of the mothers’

purchase decision is affected by advertisements, but this could be due the fact that mothers did

not want to admit that advertisements had a big effect on their purchase decision. While

conducting secondary research we found that children have an increasingly high impact on a lot

of their parent’s purchase decisions, especially when it comes to their lunch, which they

influence through pester power.

The hypothesis that 60% of the children like ketchup flavored chips was rejected and according

to the analysis of our questionnaire responses, spicy flavored chips were liked the most by

children. We accepted the 4th hypothesis which said that than 55% of the children like chocolate

cream filled biscuits. We conducted this hypothesis because these days there in as increasing

trend of cream filled biscuits coming in the market and we wanted to find out if that is actually

what children like the most, instead of recommending Naurus to jump on the bandwagon

without ample research and analysis. We conducted the hypothesis using chocolate cream

filled biscuits as it had the highest weighted score in a question where we asked about the

flavor preferences.

Therefore, based on our questionnaire response analysis and hypothesis testing, we think that

Naurus has an opportunity to enter the snack industry, particularly in spicy chips and chocolate

cream filled biscuits, and with a good marketing campaign and setting affordable prices, they

can surely take advantage of it.

Page | 61

RECOMMENDATIONS

Page | 62

RECOMMENDATIONS

The purpose of this report was to help Naurus see if there is an opportunity in the snacks

industry specifically from school going children. We found out some of the areas where Naurus

could venture and some that it should refrain from extending further or venturing.

Naurus should go into the chips market of the snacks industry because there is a very

huge consumption quotient in the required target market. However, the flavour it

should begin with initially when bringing its brand in the market; should be spicy. Our

research shows that 40.1 % of the mothers say that their children like spicy flavoured

chips the most.

Naurus can also venture in the biscuit market of the snack industry. Biscuits especially

cream filled biscuits are highly popular with the children of ages we focused on for this

report. Furthermore, the filling that is most preferred in chocolate with a huge 54.4% of

mothers claming that their children like chocolate filling best. Also the most bought

biscuits according to the responses in the questionnaire are Rio and Prince. Note that

both these biscuits are cream filled and both are abundantly available in chocolate

flavor. Therefore, this category could be feasible for Naurus.

Our analysis shows that freebies are popular amongst the respondents with a 78%

favouring snacks that give freebies. Lays, is currently, highly popular. The reason might

be that it is giving out cash prizes in its chips. Therefore, if Naurus thinks of venturing in

either of the two staples of the snacks industry; it should consider giving freebies

atleast initially to gain attention and attract their target market.

When mothers were asked about the amount of money they give their children daily

for lunch; 40.9% of the mothers give only Rs. 10. So, whatever product that Naurus

decides to bring in the market should be under Rs. 10 in order for it to be affordable for

the target market.

Page | 63

APPENDIX

Page | 64

APPENDIX A

-QUESTIONNAIRE-

Page | 65

Q1. Are you a house wife?

Yes No

Q2. Which of the two do you prefer giving your children for lunch?

Money Lunch

Q3.Rate, on a scale of 1 – 5 according to their importance, each of the following options you keep in mind when giving lunch to your children:

Least imp Most imp

1 2 3 4 5

Affordability

Health

Hygiene

What your children like

Q4. If you prefer giving money then please specify which ONE of the following amounts you give per day:

Rs. 5 Rs. 10 Rs. 15

Q5. If you prefer giving homemade lunch; then please rank top 5 of the following from 1 – 5 (1= mostly given, 5= least given):

Butter Sandwich Paratha roll

Egg sandwich/paratha French fries

Kebab sandwich Mayonnaise Sandwich

Jam/Jelly Sandwich Other

Q.6 What type of chips do your children like:

Branded chips unbranded bakery chips (If you choose this, then go to Q. 12)

Q7. If you give chips to your children then which of these do you give:

Kurleez Slanty Lays Cheery balls

Kurkuray Papar Super Crisp Other

Q8. On a scale of 1 – 5 how much do your children like each of these flavours?

Strongly like Like Neutral Strongly Dislike Dislike

1 2 3 4 5

Ketchup

Plain Salted

Barbecue

Spicy

Page | 66

Q9. If they like cream filled biscuits, then on a scale of 1 – 5, which filling do they like the most:

Strawberry Vanilla Chocolate

Lemon Orange

Q10. If they like plain biscuits then which type:

Sweet Salty

Q11. What type of biscuits do you prefer to buy:

Unbranded bakery made biscuits (If you choose this, then proceed directly to Qs. 17)Branded biscuits

Q12. Rank the first 5 biscuits from what you buy the most to what you buy the least ( 1= mostly bought, 5= least bought):

Rio

Prince

Tiger

Gluco

Sooper

Gala

Bakeri

Chocolate sandwich biscuits

Lemon sandwich biscuits

Chocolato

Candy

Q13. What type of drinks do you give your children with lunch?

Water

Juice

Sherbet (if you choose this, then please mark your preference below)

Naurus Jam-e-sheeren Quice Sunsip Thanda Orange Rooh afza Squash Limopani

Q14. On a scale of 1 – 5 (1=lowest, 5=highest) how much do advertisements of chips, biscuits and juices or sherbet affect your purchase decision?

Strongly Affect Affect Neutral Slightly Affect Strongly No Affect

Q15. From what age onwards do you prefer giving your children money rather than lunch?

5yrs onwards 10 yrs onwards 13yrs onwards

Q16. Freebies that come with chips and biscuits affect your purchase decision. Do you:

Strongly Agree Agree Neutral Disagree Strongly Disagree

Q17. What kind of freebies do your children like?

Stickers Spinners Tops Whistles Other

Q18. How many children do you have?

Page | 67

APPENDIX B – TABLES-

Housewife

Frequency Percent Valid Percent

Cumulative

Percent

Valid Working Woman 32 12.8 12.8 12.8

Housewife 218 87.2 87.2 100.0

Total 250 100.0 100.0

Table 1

Money or Lunch


Cumulative

Percent

Valid Lunch 218 87.2 87.2 87.2

Money 32 12.8 12.8 100.0

Total 250 100.0 100.0

Table 2

Affordability


Cumulative

Percent

Valid LeastImportant 67 26.6 26.8 26.8

SlightlyImportant 41 16.3 16.4 43.2

Neutral 46 18.3 18.4 61.6

Important 39 15.5 15.6 77.2

MostImportant 57 22.6 22.8 100.0

Total 250 99.2 100.0

Missing System 2 .8

Total 252 100.0

Table 3

Page | 68

Health


Cumulative

Percent



Neutral 29 11.5 11.6 21.6

Important 76 30.2 30.4 52.0

MostImportant 120 47.6 48.0 100.0

Total 250 99.2 100.0

Missing System 2 .8

Total 252 100.0

Table 4

Hygiene


Cumulative

Percent



Neutral 76 30.2 30.4 40.4

Important 92 36.5 36.8 77.2


Total 250 99.2 100.0

Missing System 2 .8

Total 252 100.0

Table 5

Page | 69

Children’s Likes


Cumulative

Percent



Neutral 61 24.2 24.4 80.8

Important 34 13.5 13.6 94.4


Total 250 99.2 100.0

Missing System 2 .8

Total 252 100.0

Table 6

Money Amount


Cumulative

Percent

Valid 1.00 51 20.2 20.4 20.4

2.00 103 40.9 41.2 61.6

3.00 96 38.1 38.4 100.0

Total 250 99.2 100.0

Missing System 2 .8

Total 252 100.0

Table 7

Page | 70

HomeMadeLunch


Cumulative

Percent

Valid ButterSandwich 26 3.6 3.6 3.6

ParathaRoll 64 8.8 8.8 12.4

KebabSandwich 97 13.3 13.3 25.7

Mayonnaise Sandwich 135 18.5 18.5 44.2

EggSandwich 130 17.9 17.9 62.1

FrenchFries 106 14.6 14.6 76.6

Jam/jelly 98 13.5 13.5 90.1

Other 72 9.9 9.9 100.0

Total 728 100.0 100.0

Table 8

Branded Chips


Cumulative

Percent

Valid unbrandedchips 9 3.6 3.6 3.6

brandedchips 241 96.4 96.4 100.0

Total 250 100.0 100.0

Table 9

Page | 71

ChipsChoice


Cumulative

Percent

Valid Kurleez 46 18.3 18.4 18.4

Slanty 31 12.3 12.4 30.8

Lays 89 35.3 35.6 66.4

CheeryBalls 21 8.3 8.4 74.8

Kurkuray 24 9.5 9.6 84.4

Papar 5 2.0 2.0 86.4

SuperCrisp 24 9.5 9.6 96.0

Other 10 4.0 4.0 100.0

Total 250 99.2 100.0

Missing System 2 .8

Total 252 100.0

Table 10

Page | 72

Ketchup


Cumulative

Percent

Valid Strongly Like 36 14.3 14.4 14.4

Like 86 34.1 34.4 48.8

Neutral 72 28.6 28.8 77.6

Dislike 35 13.9 14.0 91.6

Strongly Dislike 21 8.3 8.4 100.0

Total 250 99.2 100.0

Missing System 2 .8

Total 252 100.0

Table 11

Plain


Cumulative

Percent


Like 47 18.7 18.8 28.4

Neutral 116 46.0 46.4 74.8

Dislike 51 20.2 20.4 95.2


Total 250 99.2 100.0

Missing System 2 .8

Total 252 100.0

Table 12

Page | 73

Barbecue


Cumulative

Percent


Like 49 19.4 19.6 52.8

Neutral 53 21.0 21.2 74.0

Dislike 43 17.1 17.2 91.2


Total 250 99.2 100.0

Missing System 2 .8

Total 252 100.0

Table 13

Spicy


Cumulative

Percent


Like 59 23.4 23.6 64.0

Neutral 44 17.5 17.6 81.6

Dislike 16 6.3 6.4 88.0


Total 250 99.2 100.0

Missing System 2 .8

Total 252 100.0

Table 14

Page | 74

Cream filled Biscuits


Cumulative

Percent

Valid Strawberry 29 11.5 11.6 11.6

Vanilla 71 28.2 28.4 40.0

Chocolate 137 54.4 54.8 94.8

Lemon 7 2.8 2.8 97.6

Orange 6 2.4 2.4 100.0

Total 250 99.2 100.0

Missing System 2 .8

Total 252 100.0

Table 15

Plain Biscuits


Cumulative

Percent

Valid Sweet 172 68.8 68.8 68.8

Salty 78 31.2 31.2 100.0

Total 250 100.0 100.0

Table 16

Page | 75

Type of Biscuits


Cumulative

Percent

Valid Unbranded 9 3.6 3.6 3.6

Branded 241 96.4 96.4 100.0

Total 250 100.0 100.0

Table 17

Most Bought Biscuit


Cumulative

Percent

Valid Rio 57 22.6 22.8 22.8

Prince 54 21.4 21.6 44.4

Tiger 26 10.3 10.4 54.8

Gluco 26 10.3 10.4 65.2

Sooper 17 6.7 6.8 72.0

Gala 20 7.9 8.0 80.0

Bakeri 15 6.0 6.0 86.0

ChocolateSandwich 32 12.7 12.8 98.8

LemonSandwich 3 1.2 1.2 100.0

Total 250 99.2 100.0

Missing System 2 .8

Total 252 100.0

Table 18

Page | 76

Type of Drink


Cumulative

Percent

Valid Water 139 55.2 55.6 55.6

Juice 40 15.9 16.0 71.6

Sherbet 71 28.2 28.4 100.0

Total 250 99.2 100.0

Missing System 2 .8

Total 252 100.0

Table 19

Sherbet


Cumulative

Percent

Valid Naurus 11 4.4 15.5 15.5

JameShireen 9 3.6 12.7 28.2

Quice 8 3.2 11.3 39.4

SunsipThandaOrange 9 3.6 12.7 52.1

RoohAfza 32 12.7 45.1 97.2

Squash 2 .8 2.8 100.0

Total 71 28.2 100.0

Missing System 181 71.8

Total 252 100.0

Table 20

Page | 77

Ad Effect


Cumulative

Percent

Valid Strongly Affect 19 7.5 7.6 7.6

Affect 77 30.6 30.8 38.4

Neutral 75 29.8 30.0 68.4

Slightly Affect 35 13.9 14.0 82.4

Strongly no Affect 44 17.5 17.6 100.0

Total 250 99.2 100.0

Missing System 2 .8

Total 252 100.0

Table 21

Age preferred for giving money


Cumulative

Percent

Valid 5 onwards 9 3.6 3.6 3.6

10 onwards 52 20.6 20.8 24.4

13 onwards 189 75.0 75.6 100.0

Total 250 99.2 100.0

Missing System 2 .8

Total 252 100.0

Table 22

Page | 78

Freebies


Cumulative

Percent

Valid Strongly Agree 112 44.6 44.8 44.8

Agree 83 33.1 33.2 78.0

Neutral 25 10.0 10.0 88.0

Disagree 20 8.0 8.0 96.0

Strongly Disagree 10 4.0 4.0 100.0

Total 250 99.6 100.0

Missing System 1 .4

Total 251 100.0

Table 23

Kind of Freebies


Cumulative

Percent

Valid Stickers 101 40.1 40.4 40.4

Spinners 50 19.8 20.0 60.4

Tops 37 14.7 14.8 75.2

Whistles 9 3.6 3.6 78.8

Others 53 21.0 21.2 100.0

Total 250 99.2 100.0

Missing System 2 .8

Total 252 100.0

Table 24

Page | 79

Number of Children


Cumulative

Percent

Valid 1.00 24 9.5 9.6 9.6

2.00 47 18.7 18.8 28.4

3.00 70 27.8 28.0 56.4

4.00 66 26.2 26.4 82.8

5.00 43 17.1 17.2 100.0

Total 250 99.2 100.0

Missing System 2 .8

Total 252 100.0

Table 25

Page | 80

mbr final report

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