mbr sample report

7/27/2019 MBR Sample Report

1/34

INSTITUTE OF BUSINESS MANAGEMENT

DIFFERENCES IN PERCEPTION OF CUSTOMERS

BELONGING TO DIFFERENT LOCALITIES

REGARDING CONSUMPTION OF NUTRITIONALSUPPLEMENTS, SPECIFIALLY PEDIASURE.

Methods in Business Research

Muhammad Bilal Arif

UmmeSahar

AnumIqbal

Ahetezaz Halo

FaizMehmood12/10/2012


2/34

ContentsAcknowledgment .......................................................................................................................................... 3

Abstract ......................................................................................................................................................... 4

Introduction .................................................................................................................................................. 5

Statement of Problem ................................................................................................................................... 6

Significance of Problem/ Purpose ................................................................................................................. 6

Statement of Hypothesis .............................................................................................................................. 6

Limitations .................................................................................................................................................... 6

Literature Review .......................................................................................................................................... 7

In order to write this literature review we had to take out journals and articles from a lot of areas the

reason being that there are almost no similar researches done considering this topic. Even if researches

are done they tend to cater to the perceptions of westerners or people which are not belonging to the

Pakistani society. In order to conduct and use whatever information we could get there were 3 pieces of

materials used to conduct this review. The researches that we have found are concerning similar

products that is why we have used these. Each of these researches has been combined with our

research and then we have written down the Literature review. If we go along well see what is the

motive of our research and what do we want.............................................................................................. 7

Design of study ............................................................................................................................................ 10

I. Problem Definition and Hypothesis Formulation ........................................................................... 10

II. Gathering Data ................................................................................................................................ 11

III. Sources of Data ........................................................................................................................... 18

IV. Research Instrument ................................................................................................................... 18

SUMMARY AND CONCLUSIONS .................................................................................................................. 20

RESTATEMENT OF PROBLEM .................................................................................................................. 20

DESCRIPTION OF PROCEDURES............................................................................................................... 20

MAJOR FINDINGS .................................................................................................................................... 21

RECOMMENDATIONS ............................................................................................................................. 21

BIBLIOGRAPHY ............................................................................................................................................ 23

APPENDIX .................................................................................................................................................... 24

Abbott Nutrition...................................................................................................................................... 24

Questionnaire ......................................................................................................................................... 24

Product Comparison ................................................................................................................................. 1


3/34

Acknowledgment

We would first like to thank the Almighty Allah for giving us the strength and endowing us with the

privilege of completing term report on the DIFFERENCES IN PERCEPTION OF CUSTOMERS BELONGING

TO DIFFERENT LOCALITIES REGARDINGCONSUMPTION OF NUTRITIONAL SUPPLEMENTS, SPECIFIALLY

PEDIASURE.

We are also extremely thankful to our mentor and guide Ms. KausarSaeed for her constant support,

encouragement and guidance, without which we could not have successfully completed the task.

Secondly, we would like to thank our respondents for their precious time and energy spent in

completing our Questionnaires.


4/34

AbstractAbbott being a very large pharmaceutical company is not only trustworthy but excels in the

pharmaceutical industry. Its aim is to provide quality and high class products in the market so that

people can benefit from it. The report that we are planning to write is about the perceptions ofcustomers regarding consumption of Nutritional Supplements and factors that the customer considers

while buying different medicines/nutritional products in different localities.Our main aim was to figure

out the basic reasons in sluggish growth in sales of Abbott. The issue is actually significant at the

moment because the Sales data of different territories over the past few years indicate a negative trend

in a few areas but approximately constant in others. One reason for this difference could have been

different perceptions that people are likely to hold in these different areas, therefore we decided to

find out whether perceptional differences are the reason behind the negative trend and what are the

possible solutions to the problem. We did manage to collect sufficient data through questionnaires from

the mothers of children who were the eligible consumers of the product, and then we analyzed the data

using SPSS. We were able to reach a seemingly valid analysis.


5/34

Introduction

Abbott a global, broad-based health care company devoted to discovering new medicines, new

technologies and new ways to manage health. Their products span the continuum of care, from

nutritional products and laboratory diagnostics through medical devices and pharmaceutical therapies.Their comprehensive line of products encircles life itself addressing important health needs from

infancy to the golden years.

With over 70,000 employees worldwide and a global presence in more than 130 countries, Abbott is

committed to improving people's lives by providing cost effective health care products and services that

consistently meet the needs of customers.

Abbott Pakistan is part of the global healthcare corporation of Abbott Laboratories, Chicago, USA.

Abbott started operations in Pakistan as a marketing affiliate in 1948; the company has steadily

expanded to comprise a work force of over 1500 employees. Currently two manufacturing facilities

located at Landhi and Korangi in Karachi continue to use innovative technology to produce top quality

pharmaceutical products.

Abbott Pakistan has leadership in the field of Pain Management, Anesthesia, Medical Nutrition and Anti-

Infective.

On June 29, 2005 Abbott Pakistan Achieved Class 'A' accreditation against the Oliver Wight ABCD Check

list. This was an outstanding achievement, which puts Abbott Pakistan amongst some of the best global

companies in terms of operational excellence.

A continuous process of innovation, research and development at Abbott's worldwide facilities enables

Abbott Pakistan to offer effective solutions for various healthcare challenges, with products and services

that are well focused, within the customer's reach and contribute to improved health care of the people

of Pakistan.

Abbott believes that Corporate Social Responsibility is fundamental to earning and deepening the trustof the people it serves, an integral part of its commitment to improve lives has contributed to a number

of humanitarian causes and supported various institutions in various fields including health and

education.

The promise of this company is in the promise that their work holds for health and for life.

PediaSure Complete is a complete and balanced nutrition for children who are pricky eaters and who

have to catch up for growth. Some of its salient feature includes:

Good nutrition leads to healthy growth

To grow properly, kids need to eat the right amounts of protein, carbohydrates, fat, vitamins

and minerals.

For times, when you believe that your child is not getting adequate nutrition from regular food

then PediaSure is the thing to give. No matter which ever flavor you choose, each can of

PediaSure contains 25 essential vitamins and mineral, along with adequate amounts of protein,

carbohydrates and fats. With PediaSure you can be sure that your child is receiving the perfect

amount ofnutritions needed to grow.


6/34

It is available in 400gram tins and 180 gram packs in chocolate and vanilla flavors at reasonable prices. It

is available in most leading pharmacies and superstores of Pakistan. PediaSure is even an international

product of Abbott.

Statement of ProblemThis research is conducted to find out that whether the decline in sales of PediaSure is because of some

different perceptions held by the potential consumers, factors which are most and which are least

preferred by the consumers while making the purchase.

This will cater to two areas specifically Defence and F.B area.

Significance of Problem/ PurposeThe problem is highly significantfor not only the company but forindividuals/ customers too. With the

help of this study we will be able to find out the different type of ideas and perceptions customers carry

when going to buy medicines/nutritional products. We will also find out some of the rare spending

patterns of customers based in different areas or localities and what factors do they consider in buying

such products. The main purpose of this study lies with the fact that Abbott will realize which particular

point they need to cater to stop the sales from falling. It could be a marketing problem which they

missed to address or a quality problem, which is very unlikely since Abbott is very strict about its

standards and most importantly it could be the perceptions of the people. Summing it all up, through

our research we will investigate the spending patterns of different localities, their preferences and why

the sales of PediaSurehas declined in some areas since the past few years.

Statement of Hypothesis1. There is no difference between Perceptions of customers of Defence and Federal-B area.

2. Knowing the available competitors, consumer will prefer Pediasure over competitors as a

Nutritional Supplement.

3. Consumers will purchase the product if they are told about the benefits.

4. Creating Awareness will impact the sales of Pediasure.

5. Whether high nutrients are preferred over other variables like Price and Recommendations.

6. Whether being a Medicinal product is good for the image of Pediasure.

Limitations1. One of the biggest limitations is that our study is restricted to only two areas namely defence

and F.B area. It is due to time constraints and a large number of medical stores throughout the

city.


7/34

2. Defence itself has about approximately 50 medicines stores while F.B area 92. Finding and going

to all these stores would be very costly and time-consuming so we decided to take a small no. Of

stores and interviewing around 2 respondents from every store.

3. The time and cost associated with the study was a not very encouraging.

4. We cannot expect that each of the stores in the city have kept PediaSure which made our study

very difficult to generalize.

5. It was hard to find mothers having children below the age of 12 shopping during the days.

6. Customers and Storekeepers were being very receptive.

Literature Review

In order to write this literature review we had to take out journals and articles from a lot of areas the

reason being that there are almost no similar researches done considering this topic. Even ifresearches are done they tend to cater to the perceptions of westerners or people which are not

belonging to the Pakistani society. In order to conduct and use whatever information we could get

there were 3 pieces of materials used to conduct this review. The researches that we have found are

concerning similar products that is why we have used these. Each of these researches has been

combined with our research and then we have written down the Literature review. If we go along well

see what is the motive of our research and what do we want.

The first article included in this literature survey talks about the guide to consumers pharmaceutical

purchasing behavior. The pharmaceutical purchasing behavior of consumers is the subject of unending

market research for the nation's pharmaceutical companies and managed care organizations. Despitethe industry's best efforts to predict future trends based on past experiences, consumers continue to

confound the prognosticators. Several issues particularly pertinent to MCOs were explored in a recent

consumer survey conducted by Emron, Inc. In this article, explore consumers' behaviors are explored

relative to medication purchases in these areas:

Sources of advice about prescription and non-prescription medications

Communications with prescribers about cost and impact on quality of life

Opinions about price equity of medications

Importance of the pharmacy benefit in health plans

Role of advertising in purchasing decisions for non-prescription medications

The study first starts with talking about the advice the customer takes in order to buy any type of

pharmaceutical products. The results are divided in among the physicians, nurses, pharmacists, family

e.t.c. the highest rank is of course given to physicians followed by pharmacists. So we get to know that

one thing that is the sources of advice for customers affects customers perceptions of buying a

medicine. So it may be possible that a doctor living in each of these localities may give different type of

preference if one may prescribe pediasure other may prescribe ensure. The second factor that affects is

prescribers communication about cost and quality of life. From the study we see that people are mainly

concerned for their life rather than the cost of medicine, we all know that pediasure is a very high


8/34

quality product and in order to keep your nutrition value very high you will make sure that you use pedia

sure, but never the les this is one of the important factors taken in to consideration when investing in to

medicines. Whatever the cost of the product is you tend to spend on it if itll increase the quality of your

life. Consumers also look for fair consumer prices. When they figure out if one of the products is not

giving a fair consumer price then they will surely not buy it even in case of medicines as now even in thismarket youre faced with immense competition. If the price ofPediasure is not fair according to some

then the customers will move their target towards ensure as these two are the biggest competitors

available. According to this study some of the customers were even asked to talk about the main factors

which result in going to a pharmacy and buying a medicine. The highest price as usual was given to the

price and prescription of the doctors which shows that these two factors are the main ones which affect

the benefit and the buying plan of customers. A very high rank was also given to non-prescription

medicine buying pattern, that is that many customers by medicine without any prescriptions, they use

the help of either billboards or any other means of advertisement. This is somewhat the case with

pediasure as well because I have prescribed many people to give pediasure to their children as regular

diet and they have actually followed and abided to it. Summing it all up this study basically talks about

the buying patterns of individuals while buying nutritional products or medicines. We get a clear view on

what factor do the consumers keep in mind when making an effort to go and buy this product.

The second research here talks about the consumers choice process when purchasing the staple food,

it was chosen as for some pediasure is a medicine hence a necessity. After 1989, there were significant

changes in food consumption, both in volumes and structure. These changes happened due to various

factors. The most important factors with influence on demand and food consumption were: deve-

lopment of income levels of Czech inhabitants, development of consumer prices of food and non-food

products and services, offer and availability of products on the market, advertising and promotion,

health education, joining the EU. Besides these above, an impact on consumption also has such factors

as quality development, extent of self-provision with food products, or the degree to which the needs

are satisfied. The fundamental influence on consumption has the development of consumer prices of

food and capital goods and services in relations to development of incomes, thus buying power. In thelast few years, there was a visible tendency to decreasing influence of prices on food consumption. The

paper focuses on the development of consumption and changes in consumption patterns, motivation

and attitudes. Presented data are based on the marketing research conducted by the Department of

Marketing and Trade, Mendel University in Brno, in fall 2004.

However, results of the recent research have proved that, when buying foodstuffs and beverages,

consumers are influenced also by habits, current moods, situations, emotions and that the behavior of

individual consumer segments is quite different. This could be the case with PediaSure as well.

Factors, which influence purchase decision, affect individual groups of consumers in a different way. For

a consumer research concerning individual staple food categories, the following demographic charac-

teristics were used: sex, age, affiliation with a social group and domicile. Demographic characteristics,which are easily available, measurable, and helping to localize the target market, were used. Analysis

and results of the survey (via questionnaire) about customer behavior then allow predicting the

behaviour of customers and to learn what, why, when, where, how and how often they buy.

The survey via questionnaires aiming to analyze the consumer decision process when buying staple

foods and beverages was conducted using a sample of 1 750 respondents. The sample was selected in

such a way that it should represent the structure of the Czech population according to 4 identification


9/34

characteristics age, sex, social group, and size of the settlement where the respondents have their

permanent place of residence. The answers provided information about reasons and the decision-

making process when buying four staple food categories, meat and meat products, milk, dairy products

and eggs, non-alcoholic and alcoholic beverages and bakery and confectionery products.

Frequencies of respondents, whose motives for purchases of basic foodstuff were influenced by routine,

newcomers, healthy lifestyle or other unidentified factors .As PediaSure is also a dairy product that is

the reason why we use this result which says Milk and dairy products illustrate that routine purchases

predominated also when buying milk, butter and eggs. Purchases of cheese and yogurts were influenced

by the assortment and by the healthy lifestyle. Frequencies of respondents classified into individual

social groups did not show any significant differences

It follows from these results that changes in consumption patterns of milk and dairy products were

influenced by the factors of health protection andhealthy lifestyle. Extended offer of products was

another important factor. Financial reasons were mentioned in the last place. We can differentiate in

the behavior of retired people; their decision-making process is influenced by financial reasons. The

healthy lifestyle is the most important factor in the age group of productive age (2560 years). The

place of residence did not show any significant effect on differences in the behavior of people from

towns and villages.

It is of interest that that there were differences in factors influencing purchasing decisions of men and

women. Men tended to appreciate a wider assortment than women. As a reason for changes in con-

sumption of these products, women mentioned more often the healthy lifestyle, while men appreciated

a wider assortment. For Beverages, the reasons for changes in consumption patterns were different

than those mentioned for foodstuffs. Financial reasons were as important as the healthy lifestyle and a

wider assortment. This could be influenced by the fact that the question concerned all beverages so that

this was a very variable category of products and for that reason the answers were too general.

For producers, important information represents the fact that consumers are influenced by newcomers,

innovations and advertising when buying staples. Consumers, who were strongly interested in their

health, purchasedcereal bakery products, fish, poultry, yogurts, cheese and mineral water. When

analysing the reasons of changes in consumption patterns, it was demonstrated that the reasons

differed in dependence on the affiliation with the individual groups of customers. There were different

reasons for individual social groups, individual age categories, and different localities. If we omit these

identification groups, the most frequent reason for changes in consumption patterns in all categories of

foods was the healthy lifestyle followed by a wider assortment. Financial reasons were mentioned on

the last place.

The reason for using this study was to show that although not for everyone but for those who consumepediasure is similar to a staple food. The reason being is that you have to include it either in your milk or

your beverage. So when we talk about the buying and selling of dairy products overhear we can always

link it to PediaSure as it is a dairy product for most. When we look at the buying patterns of consumers

we can always similarize it with the buying patterns of pediasure . Starting from the price to marketing

to health safety all of these affect the buying of pediasure. It might be one of these factors that would

have resulted the sales to go down at the end of the study it said that prices didnt matter most so it

may be a possibility that there may be another factor other than price.


10/34

Reference for literature review:

Guide to consumers pharmaceutical purchasing behavior (MARSHA FAHEY , writer and editor, Emron,

Ine., Warren, New Jersey)

Consumer choice process when purchasing the staple food (J. STVKOV, J. TURNKOV MendelUniversity of Agriculture and Forestry, Brno, Czech Republic)

Design of study

I. Problem Definition and Hypothesis Formulation

This research is conducted to find out the reasons behind the decrease in sales of Pediasure for the

past few years in certain areas, and whether consumers of different localities; specifically Federal-B

Area and Defence have different perceptions regarding the product and the following variables:

Brand Image

Usage Pattern

Preference

Satisfaction

Availability

Awareness

Following Hypothesis was tested during the study:

7. There is no difference between Perceptions of customers of Defence and Federal-B area.

8. Knowing the available competitors, consumer will prefer Pediasure over competitors as aNutritional Supplement.

9. Consumers will purchase the product if they are told about the benefits.

10.Creating Awareness will impact the sales of Pediasure.

11.Whether high nutrients are preferred over other variables like Price and Recommendations.

12.Whether being a Medicinal product is good for the image of Pediasure.

Research Design: The study seeks to find the ultimate solution to solve the problem of declining

sales of Abbots Pediasure find and to seek whether it is feasible for conducting additional

promotional activities. Since we were seeking to explore the reasons for declining sales we used

Exploratory Research Methods.

Sampling Technique: Convenience sampling method based on a non-probability sampling technique

was used to gather data from the respondents. A questionnaire based survey was conducted to

validate the findings. The questionnaire-based survey is designed as to measure both quantitative


11/34

and qualitative variables. Its methodical profile includes multi-perspective, cross-sectional design

and broad random samples. The questionnaire tests the following variables:

Brand Identity

Usage Pattern Preference

Satisfaction

Availability

II. Gathering Data

We questioned 50 mothers from different stores in Federal-B Area and 30 from stores in Defence.

The main reason for having an unequal sample size for both areas is because number of medical

stores in Federal-B Area is a lot more than that in Defence, so we thought it would me fair if we had

more respondents from Federal-B area. Our target respondents were mothers of age in between30-40, but it was not very easy to find them in the medical stores. We questioned as many as we

could find and the rest was filled by fathers of around the same age group on behalf of their wives.

It was our good fortune that the fathers were surprisingly well-informed about the products being

used for the infants.

1. Analysis of Results

The data was first entered in Microsoft Excel and then one of our group members double-checked

and copied it to the SPSS software and then analysis were conducted using SPSS Statistical Software.

Pearson Chi-square test was used to analyze the result and hypothesis with assumed significance

greater than .05 were rejected.

HYPOTHESIS 1

HO Area of residence affects use of nutritional supplements

Ha Area of residence does not affects use of nutritional supplements

AREA OF RESPONDENT * CURRENTLY USING SUPPLEMENT Crosstabulation

CURRENTLY USING

SUPPLEMENT

TotalYES NO

AREA OF RESPONDENT FB Count 49 1 50


12/34

% within AREA OF

RESPONDENT

98.0% 2.0% 100.0%

% within CURRENTLY

USING SUPPLEMENT

61.3% 16.7% 58.1%

DEFENCE Count 31 5 36

% within AREA OF

RESPONDENT

86.1% 13.9% 100.0%

% within CURRENTLY

USING SUPPLEMENT

38.8% 83.3% 41.9%

Total Count 80 6 86

% within AREA OF

RESPONDENT

93.0% 7.0% 100.0%

% within CURRENTLY

USING SUPPLEMENT

100.0% 100.0% 100.0%

Chi-Square Tests

Value Df

Asymp. Sig. (2-

sided)

Exact Sig. (2-

sided)

Exact Sig. (1-

sided)

Pearson Chi-Square 4.558a

1 .033

Continuity Correction

b

2.911 1 .088

Likelihood Ratio 4.707 1 .030

Fisher's Exact Test .078 .044

Linear-by-Linear Association 4.505 1 .034

N of Valid Cases 86

a. 2 cells (50.0%) have expected count less than 5. The minimum expected count is 2.51.

b. Computed only for a 2x2 table

At 5%significance level do not reject H0

Area of residence does affect the use of nutritional supplement

HYPOTHESIS 2

HO: AREA OF RESIDENCE AFFECTS AWARENESS OF PEDIASURE

H1 AREA OF RESIDECE DOES NOT AFFECT AWARENESS ABOUT PEDIASURE


13/34

ARE YOU AWARE OF ABBOTS CHILD NUTRITION PRODUCT PEDIASURE? * IF YES THAN HAVE YOU EVER

BOUGHT IT? Crosstabulation

IF YES THAN HAVE YOU EVER

BOUGHT IT?

TotalYES NO

ARE YOU AWARE OF

ABBOTS CHILD NUTRITION

PRODUCT PEDIASURE?

YES Count 19 14 33

% within ARE YOU AWARE

OF ABBOTS CHILD

NUTRITION PRODUCT

PEDIASURE?

57.6% 42.4% 100.0%

% within IF YES THANHAVE YOU EVER BOUGHT

IT?

100.0% 100.0% 100.0%

Total Count 19 14 33

% within ARE YOU AWARE

OF ABBOTS CHILD

NUTRITION PRODUCT

PEDIASURE?

57.6% 42.4% 100.0%

% within IF YES THAN

HAVE YOU EVER BOUGHT

IT?

100.0% 100.0% 100.0%

Chi-Square Tests

Value Df

Asymp. Sig. (2-

sided)

Exact Sig. (2-

sided)

Exact Sig. (1-

sided)


1 .300

Continuity Correction

b

.632 1 .427




N of Valid Cases 70

a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 14.14.


14/34

Chi-Square Tests

Value Df

Asymp. Sig. (2-

sided)

Exact Sig. (2-

sided)

Exact Sig. (1-

sided)


1 .300

Continuity Correctionb

.632 1 .427




N of Valid Cases 70

a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 14.14.

b. Computed only for a 2x2 table

At 5% significance level do not reject H0

Area of residence affects awareness of Abbots product Pediasure


15/34

HYPOTHEIS 3

H0 Knowing the available competitors, consumer will prefer Pediasure over competitors as a


H1 Knowing the available competitors, consumer will not affect consumer preference of Pediasure

over competitors as a Nutritional Supplement.

Paired Samples Test

Paired Differences

Mean Std. Deviation Std. Error Mean

Pair 1 ARE YOU AWARE OF

ABBOTS CHILD NUTRITION

PRODUCT PEDIASURE? -

IF YES THAN HAVE YOU

EVER BOUGHT IT?

-.424 .502 .087

Paired Samples Test

Paired Differences

95% Confidence Interval of the

Difference

Lower Upper


ABBOTS CHILD NUTRITIONPRODUCT PEDIASURE? -

IF YES THAN HAVE YOU

EVER BOUGHT IT?

-.602 -.246


16/34

Paired Samples Test

t df Sig. (2-tailed)


ABBOTS CHILD

NUTRITION PRODUCT

PEDIASURE? - IF YES

THAN HAVE YOU EVER

BOUGHT IT?

-4.856 32 .000

At 5% Significance level reject HO

Awareness is not the only reason why consumers will prefer Pediasure over competitors product

HYPOTHEIS 4

HO: High nutrients are preferred over other variables like Price

Ha: High nutrients are not preferred over other variables like Price

Chi-Square Tests

Value Df

Asymp. Sig. (2-

sided)


24 .000



N of Valid Cases 93


17/34

Chi-Square Tests

Value Df

Asymp. Sig. (2-

sided)


24 .000



N of Valid Cases 93

a. 29 cells (82.9%) have expected count less than 5. The minimum

expected count is .32.

AT 5% significance level reject H0

Nutrients are not preferred over variables such as price

HYPOTHESIS 5

HO: High nutrients are preferred over other variables like Recommendation

Ha: High nutrients are not preferred over other variables like recommendation

Chi-Square Tests

Value Df

Asymp. Sig. (2-

sided)


25 .000



N of Valid Cases 115

a. 30 cells (83.3%) have expected count less than 5. The minimum

expected count is .24.

At 5% significance level reject H0

High nutrients are not preferred over other variables like recommendation


18/34

HYPOTHESIS 6

H0: Being a Medicinal product is good for the image of Pediasure.

Ha: Being a Medicinal product has no effect on the image of Pediasure.

III. Sources of Data

Primary Sources:

Respondents

Our main aim was to get fresh information from the parents directly, so we could better

figure out the main reasons behind the sluggish growth of sales. There were some instances

where the store managers were being receptive and the respondents showed disinterest in

providing information. Due to our persistence we managed to get a great deal of good

information. We mostly had to read out the questions to the respondents, while they

shopped and marked the answers according to their response. The questionnaires were all

filled under supervision of either of the members of the group to avoid the chance of

misunderstandings.

Secondary Sources:

Secondary data was not as such required in our research it was mostly based on primary

data. The literature review only required thorough reading of different articles. This helped

us in getting a better idea about different aspects of the research work. We learned how to

design the questionnaire in a way that would get the maximum possible information

without offending the respondents in any way. It also helped us to figure out how the issue

of differences in perception of people living in different type of areas in the same city has

been dealt.

Some important information regarding Pediasure and its competitors Contents was also

gained using some secondary data. It was gathered from the websites of these companies

and also from reading the packages of the respective products. This was basically done to

compare different variables in different supplements. The comparisons were eventually

used to analyze which variable is most important for the consumers.

IV. Research Instrument

As mentioned above, a questionnaire based survey was conducted, the questionnaire was designed

collectively by the entire group members, keeping in mind all the dos and donts of Questionnaire

designs taught by our mentor/teacher. It was also SPSS friendly, so it was really easy for us to

statistically analyze it through the software. Before moving ahead with it, we also got it checked to

reduce as much chances of errors as possible. It was scripted using simple and familiar language,

few questions that were easy to answer and supervision was given throughout. The sampling

technique was partially random. The stores in all the areas were shortlisted through systematic

random sampling technique. There were a total of 92 stores in F.B area and 56 stores in Defence,


19/34

and we randomly selected 25 and 15 stores from the respective areas. Then from each store 2

respondents were surveyed upon. The questionnaire contained 14 questions measuring different

variables that are mentioned above. The variables tested through our research are usage pattern,

preference to competitors, frequency of purchase, brand identity and purchase intention. Some

questions were even included to get a little idea about the demographics of the target population.

We faced some trouble during data collection, since the respondents seemed totally disinterested

in giving their valuable knowledge to us. The staffs of the stores were also being receptive due to

the agitation of the customers. In cases where store managers were not allowing us to interview in

the store, we had to wait outside to get our target respondents.


20/34

SUMMARY AND CONCLUSIONS

RESTATEMENT OF PROBLEMThe research problem was to identify the reasons behind the decline in sales of Abbot's flagship product

Pediasure. This was done by dividing selected areas in the city, mainly Defense and F.B Area, into class A

and class B and finding out the perceptions of the users about the product.

DESCRIPTION OF PROCEDURES

Research Design

The study seeks to find the ultimate solution to solve the problem of declining sales of Abbots

Pediasure and to seek whether it is feasible for conducting additional promotional activities. Since

we were seeking to explore the reasons for declining sales we used Exploratory Research Methods.

Sampling Technique

Convenience sampling method based on a non-probability sampling technique was used to gather

data from the respondents. A questionnaire base survey was conducted to validate the findings. The

questionnaire-based survey is designed as quantitative and qualitative both. Its methodical profile

includes multi-perspective, cross-sectional design and broad random samples. The questionnaire

tests the following variables:

Brand Image

Usage Pattern

Preference

Satisfaction

Availability

Awareness

Following Hypothesis was tested during the study:

1. Area of residence affects use of nutritional supplements.

2. Area of residence affects awareness of Pediasure.



4. High nutrients are preferred over other variables like Price.


21/34

5. High nutrients are preferred over other variables like Recommendation.

The data was entered in Statistical Software SPSS v.17 and Pearson Chi-Square Test was used to

conclude findings. If the value of assumed significance was greater than .05, the hypothesis was

rejected.

MAJOR FINDINGS

1. Area of residence affects use of nutritional supplements

We do not reject our hypothesis which means that there is a difference in perceptions of people

living in different areas.

2. Area of residence affects awareness of Pediasure.

We do not reject our hypothesis showing that again area of residence is a factor which contributes

to the differences in attributes of people.



We reject our hypothesis because awareness is not the only reason why consumers will prefer

Pediasure over competitors product.

4. High nutrients are preferred over other variables like Price.

We reject our hypothesis with the conclusion that price is the principle variable considered in buying

nutritional supplements.

5. High nutrients are preferred over other variables like Recommendation.

We reject our hypothesis because considering the nutritional aspect is not a preference over other

factors such as recommendation.

RECOMMENDATIONS

The image of Pediasure should be improved for the consumers to identify it as a medicinal

product.

Increase in the number of flavors of Pediasure would boost the sales.

There is a requirement from the marketing department to be more active and engage in

activities such as personal selling.

If there is a possibility then the price of the product should be reduced keeping in mind the

costs.


22/34

If not then the company should emphasize the benefits of the product as in Nutritional value

should be highlighted in the campaigns like 37 vital nutrients to motivate the customers into

buying the product.

Different promotional campaigns according to different mediums should be designedhighlighting the strong points of the product. Choosing brand ambassadors with high percentage

of popularity among the children is a good idea.


23/34

BIBLIOGRAPHY

Guide to consumers pharmaceutical purchasing behavior (MARSHA FAHEY , writer and editor, Emron,

Ine., Warren, New Jersey)

Consumer choice process when purchasing the staple food (J. STVKOV, J. TURNKOV MendelUniversity of Agriculture and Forestry, Brno, Czech Republic)

http://www.abbott.com.pk/


24/34

APPENDIX

Abbott Nutrition

Questionnaire

Name:

Age:

Profession:

Area of residence:

Husbands profession:

Currently using (Any supplement):

1. _________(AGE:___)

2. _________(AGE:___)

3. _________(AGE:___)

Questionnaire for Mothers

1. How many children do you have?

0-2

2-4

More than 4

2. What are the ages of your children? 1 ____________

2 ____________

3 ____________

4 __________

5 ___________

6 ___________


25/34

3. Are you satisfied with your childs (children) growth (height and weight)

that are under the age of 10?

Yes No

4. Does your child (ren) fall sick often?

Yes

No

If your answer to any of the above question(s) 3 & 4 is YES, then proceed to Q5

5. In which school(s) does your child (ren) study that are under the age of 10?

1 ________________

2 ________________

3 _______________

4 ______________

6. Were you recommended by someone to use the product or you use it on

your own

Recommended by someone

Used on the own

7. If recommended, then who recommended you to use the supplement?

Doctor

Friends

Neighbors Relatives

Other, Please specify:


26/34

_____________________________ _____________________________

8. How many times in a day do you give the supplement to your child (ren)?

Child 1

Child 2

Child 3

Child 4

OnceTwiceThrice

9. Are you aware of Abbotts Child Nutrition Product Pediasure?

Yes

No

10.If YES, then answer the following questions If no then jump to Q#12 :

(a) Have you ever bought it?

Yes

No

(b) When did you buy it and whose recommendation did you buy it?

____________________________________________

(c) Any why did you discontinue buying it?

____________________________________________________________________

11. If your answer to Q#10(a) is NO, then what is the reason for not buying it?


27/34

12.Have you ever been to a pediatrician or child specialist? Yes

No

13 If you are told that Pediasure is the Child Specialists first choice for child

nutrition and for children who are picky/fussy eaters and it not only

enhances growth (Height& Weight) but it also builds immunity. It is also

clinically proven to reduce number of sick days and the incidence of

infections, would you start using it?

Yes

No

14 If NO, Why?

____________________________________________________________________

15 Rank the considerations (in order of priority) on a scale of (1-9) 1 being the

highest and 10 being the lowest, if you are to make a decision to buy a

nutritional supplement?

Price

Company

Nutritional value

TV Ads Doctors

recommendation

Packaging

Someone elsesrecommendation, Please

specify:

Other, Please specify:

_____________________


28/34


29/34

16 If I tell you that per month cost of Pediasure is Rs. 2100 (1 serving per day)

and the cost of supplement that you are using is ____________, then would

you prefer buying Pediasure?

Yes No


30/34

Product Comparison

Product Comparison


31/34

Approximately Analysis Powder Per 100gm

Pediasure

Comp.

Promise

PE

Horlics

Junior

Meiji

Big

Enervit

Junior

Energy PER 100G 492 451 406 467 489Calories Per

Serving 225200 101

185

Per Rs. Calories 3 3 3.5

Nutrints

Protien 14.8 gm 16 gm 17.5 gm 20 15 gm

Fat 24.6 gm 16 gm 7.1 gm 19 24 gm

Carbohydrate 52.8 gm 61 gm 67.5 gm 54 53.4 gm

FOS 1.75 gm 1.4 gm NA 2 gm

Taurine 35.4 mg 21 mg NA 33 30 mg

Carnitine 8.4 mg 7.7 mg NA 10 mg

Inositol 39.4 mg 34 mg NA 40 mg

Minerals

Calcium 483 mg 563 mg 800 mg 700 490 mg

Phosphorus 300 mg 383 mg NA 470 360 mg

Zinc 4.9 mg 5.4 mg 4.5 mg 4 3.2 mg

Copper 0.5 mg 0.39 mg 0.34 mg 320ug 0.37 mg

Selenium 14.8 mcg NA 20 mcg 14.8 mcg

Iron 6.9 mg 8.4 mg 14 mg 8 6.9 mg

Iodine 47.3 mcg 42 mcg 90 mcg 100ug 62 mcg

Niacin 8.42 mg 3.1 mg 6 mg 6 NA

Magnesium 98 mg 50 mg NA 70 47 mg

Sodium 227 mg 212 mg NA 270 200 mg

Potassium 640 mg 856 mg NA 970 570 mg

Choloride 493 mg 495 mg NA 630 360 mg

Manganese 1.23 mg 0.5 mg NA 45ug 25 mg

Chromium 15 mcg NA NA NA

Molybdenum 24.6 mcg NA NA NAVitamins

Vitamin A 1270 IU 1500 IU 300 mcg 1300IU 400 mcg

Vitamin C 50 mg 54 mg 30 mg 55MG 50 mg

Vitamin D 158 IU 301 IU 5 mcg 300IU 4 mcg

Vitamin E 11.4 IU 7.4 IU 6 mg 6MG 8 mg

Vitamin B1 1.35 mg 0.58 mg 0.5 mg 0.4MG 0.9 mg


32/34

Additional details about Promise

PE Gold

Powder Per 100gm

Protein

Alfa lactulbumin 0.81 gm

FatLinoleic Acid 4054 mg

DHA 8.1 mg

AA 12 mg

CarbohydratesLactose 29 gm

Maltodextrine 11 gm

Corn Syrup Solid 11 gm

Sucrose 9.5 gm

VitaminBeta Carotine 68 mcg

Nuclotides 12 mg

Vitamin B2 1.03 mg 0.7 mg 1 mg 1.6MG 1.03 mg

Vitamin B6 1.3 mg 0.56 mg 1 mg 0.3MG 8 mg

Vitamin B12 1.5 mcg 1.1 mcg 1.8 mcg 2UG 1.4 mcg

Vitamin K 18.8 mcg 28 mcg 30 mcg 25UG 20 mcg

Nicotinamide 8.4 mg NA NA 8 mg

Pantothenic Acid 3.45 mg 2.25 mg NA 2MG 3.4 mg

Folic Acid 108 mcg 31 mcg 300 mcg 0.1MG 100 mcg

Biotin 18.2 mcg 11 mcg NA 18 mcg

Choline 148 mg 135 mg NA 80 mg


33/34

Leutin 90 mcg

Age 2-10 Years

Dilution5 scoops (44 gm) powder in 175 ml water

Scoop Size 8.8 gm

Flavor Vanila

Fat formulation contains Palm Olein

Oil


34/34

mbr sample report

Documents