packed and unpacked milk product
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PACKED MILK VS OPEN MILK - BUSINESSRESEARCH METHODS (BRM) REPORT
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Literature Review
Milk Market in Pakistan
Milk market consists of highly sensitive market because milk is a food item. The packed
and unpacked milk come under perishable food market. In Pakistan 20 billion litre of
milk is produced out of which only 0.6% is packed milk and 99.4% is unpacked milk,
which is sold by gawalas. So there great potential exists in our country for packed milk.
In the urban areas of Pakistan, pack milk has 2.6% share as compared to 97.4% share
of open/unpacked milk.
As compared to whole world, only in Sub Continent and in some African countries
unprocessed milk is sold. In rest of the world only process milk is allowed to sell.
Main Features of Milk Market in Pakistan
Pakistan is the seventh largest producer of milk in the world.
It produces 20 billion liter of liquid milk every year.
3 billion liter of milk is processed while 17 billion liters of milk is used in the country in
unprocessed form.
3 billion liters of milk (15%) processed is used in preparation of sweets, yogurt, butter,
cheese & pasteurized (milk sterilization) packed milk.
among this 3 billion liter of processed milk only 250 million liters milk is processed and
packed in Tetra packaging.
Annual yield of milk per animal is 1150 liters which is 1/5th of that in Western Europe
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Total animal production is 21 million which is more than North America but milk
production is low
It should be noted that only 100,000 of the total 9 million dairies in the country have
more than 10 animals.
Out of 20 billion liters only 5 billion-liter milk goes to urban areas in which only 0,194
billion is used by dairies for processing. It shows a great scope for the processed milk in
the country.
Packed Milk
Packed Milk is actually the processed milk. The companies in the business of packed
milk collect milk from the approved dairy farms and then process it. So the packed milkis not made from chemicals or synthetically.
In order to be converted to packed milk, the simple milk has to undergo the following
processes[2]:
Pasteurization
Standardization
Homogenization
The brief detail of each process is given below.
Pasteurization
Pasteurization is the process of boiling milk and then immediately cooling it to a lower a
very low temperature
The milk is pasteurized at 78o C killing 98% germs/bacteria. The milk afterpasteurization is then standardized.
Standardization
Standardization is the process in which the excess Fats and SNFs are removed from
the milk.
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The Pakistan Pure Food Laws are there for standardization. According to the law, 35%
Fats and 8.9% SNF (solid non- fats) must be there in the milk.
The milk is then homogenized.
Homogenization
Homogenization is a process in which all thecream in the milk is mixed into the milk.
In this process the milk is passed through 200 Bars of pressure, which in turn breaks
each cell to 0.5 microns that is 200 times smaller than its actual size. By applying this
enormous pressure the entire cream mixes in the total milk. This is the reason that on
boiling packed milk, cream does not accumulate on the top like ordinary milk.
Homogenized milk is then passed through the UHT.
UHT Treatment
In this process, the milk passes through 140C in 3 seconds and then immediately
cooled to 20C in the next 5 seconds, which in turn kills all the bacteria. This is the
most sophisticated and advanced process in the world.
Some of the issues regarding the use of packed milk in Pakistan are:
The Pakistan society is very complex society. People like show off. Higher classes
think prestigious for them to buy and use packed milk. So it is a favorable Social
indicator for this industry.
The Literacy rate in Pakistan is increasing so people are becoming aware and
conscious about the hygienic conditions of milk.
In Urban Areas the number of working women is increasing so they prefer to use
packed milk.
Recently Government had taken a decision that selling of unprocessed milk should be
banned in urban areas and at-least pasteurized milk should be sold. SMEDA and Local
Government were to implement this program. However, it is unlikely now that this
program is going to be implemented due to change of the government.
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24 plants have been registered for Processed milk and they have taken Heavy loans
from banks for this purpose but they have not utilized them fairly. All this is due to
Political pressure on banks.
No new Foreign investment due to Non uniform policies and unstable political situationin the country
Previous Researches Conducted
We tried to find if there was any previous research conducted on this topic, but we could
find no such research in local libraries.
Theoretical Framework
Problem Statement
To what extent are people responding towards the packed milk? The superiority of
packed milk is in the areas of hygiene, convenience, taste, nourishment and economy.
Price of packed milk is higher (almost double than fresh milk), but it is economical in the
sense that its quantity required to make a certain number of tea cups is half of that of
fresh milk.
We have observed that in spite of these advantages, most families prefer fresh milk. So
this problem is defined above and research was conducted as to whether fresh milk is
really preferred over packed milk and what could be the possible reasons for it.
Hypothesis
H0 = Fresh milk is preferred over packed milk.
H1 = Fresh milk is not preferred over packed milk.
Theoretical Framework
The theoretical framework was developed as follows:
People want to use that milk, which is easily available to them, which is low in price,
which is free of germs, which tastes better and is more healthy. Based on these
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observations, the most important variables regarding comparison of fresh and packed
milk are convenience, economy, hygiene, taste and nourishment.
The variable of primary interest or the dependent variable is preference for a type of
milk. The variables influencing this are independent variables:
Convenience
The more the milk is convenient in availability and usage, the more preference for it.
Economy
The more economical the milk, higher will be preference for it.
Hygiene
More hygienic the milk, higher the preference for it.
Taste
Better the taste of the milk, higher the preference for it.
Nourishment
The more nourishment the milk gives, the higher will be the preference for it.
Credit
It can be one of the influential factor in buying decision of milk. Mostly people prefer
fresh milk because it is available at doorstep and they have to pay the price in form of
monthly payments.
The moderating variable is the income of families. Certain families might strongly
believe that the independent variables are in favor of a certain kind of milk, but they will
prefer the one they can afford.
Objectives of the Research
The objectives of the research were:
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1) To find whether the consumers prefer fresh milk over packed milk, and find the
possible causes for it.
2) To find whether the advertisement affects the preference of people regarding the
packed milk.
Research Design
Research Tools
Tool of research used for the data collection were personal interviewing and
questionnaire. These questionnaires were distributed to the families residing in different
localities of Multan. These families covered almost all income groups.
Type of Study
Aim of this research was to study the influence of the independent variables that is
hygiene, taste, convenience, nourishment and economy in use over the dependent
variable, which is preference of milk. This study was correlational type of study. The
research was analytical in nature. This was an ex post facto research because variables
were neither controlled nor manipulated and no artificial setting was created for the
study. The research was a cross-sectional study. The time to complete the research
was about one and a half months. All of the data was primary in nature.
Unit of Analysis
The research was conducted to examine peoples reference of a type of milk regarding
their considerations of convenience, economy, hygiene, taste and nourishment. As milk
is a product relating to household consumption, therefore, the unit of analysis for this
research study was families of different localities belonging to different income groups.
Population and Sample
Population of the research undertaken comprised of the people of different localities of
Multan. Unstructured and structured interviews were conducted using a sample of 60
respondents, taking 10 sub-samples from each of the 6 areas. These areas were:
Gulgasht
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New Multan
Mumtazabad
Walled City (Qadeer abad, Harm gate/Pak gate)
Nishtar Road/Chungi No. 1
Cantt.
The whole population was equally divided into the relevant income groups so that
opinion of every income group family with reference to their milk preference could be
registered. The sampling procedure was, thus, judgement sampling.
Analysis and Results
Location
For finding any relationship between the use of packed milk and the region/area of the
city, the city was divided into 6 regions, and a sub-sample of 10 was taken from each
area. A cross tabulation of location with use of packed milk is shown below.
Interpretation
The table shows that there is not much relation between the location and the usage of
packed milk, except areas like Gulgasht and Nishtar, where the usage is relatively
higher, but not much significant.
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No. of Family Members
The table shows that the average number of members in a family is about 6, and a
standard deviation of 2.14, so the members vary from a minimum of 2 to a maximum of
13.
Usage of Various Types of Milk
The question we asked from the respondents was that whether they use packed milk,
open milk or both. The results are shown in the graph below.
This graph shows that mostly people (57%) use only open milk; about 40% people use
both packed and open milk, and only 3% of the people use only packed milk.
Education
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Educational qualification of a particular family is quite difficult to calculate, so we
devised a different scale to measure the educational qualification. For this purpose, in
the questionnaire, a question was put to the respondents to specify the number of
members having different levels of education like M.A./M.Sc./MBA, B.A./B.Sc./B.Com.,
F.A./F.Sc., etc. and then points were allocated to each category. Their sum was divided
by the total family members of the family. In this way, the score was normalized, and the
net score was taken as Educational Score. This score ranges from 1 to 7, and this
score was further divided into three categories, which are:
Grade Score
Low Educated Family 0.01 1.99
Medium Educated Family 2.00 3.99
Highly Educated Family 4.00 above
The result shows that there is not much relationship between the usage of packed milk
and the educational score of the families, however, in high education grade category,
there seems to be some preference of packed milk, but the sample size in not large
enough to support the proposition.
Advertisement
a) Awareness of Advertisement
Following table summarizes the awareness of advertisement that is to what extent, thepeople are aware of the advertisement of packed milk.
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The table above shows that families are aware of the advertisement of the packed milk
to a greatest extent. Out of 26 families, who use packed milk; only one family replied
that they have not seen the advertisement.
b) Recalling of the Advertisement
When families were asked whether they can recall the advertisement of their favorite
packed milk or not? The answer we get, that about 86% of the families can recall theadvertisement of their favorite packed milk easily.
c) Liking of the advertisement
Similarly, during the interviews, when the families were asked about liking or disliking of
the advertisement of their favorite packed milk in a general sense, most of the families
replied that they like the advertisement of their favorite packed milk. But they also want
further improvements in the advertisements.
d) Advertisement & Quality of Packed Milk
The opinion of people about companies who advertise for packed milk, whether the
qualities they claim in their packed milk, are actually there in the milk or not? The
following table summarizes the responses.
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INTERPRETATION
The responses regarding the qualities of the packed milk that are claimed in the
advertisement are somewhat equal. The answers are on the both ends (i.e., Yes or No).
Hence we are unable to make any strong inference from the responses that families are
able or unable to find all the qualities of packed milk, that are claimed in the
advertisement.
e) Influence of Advertisement
In order to see the influence of advertisement of the packed milk, following table
summarizes the findings
From table, it is obvious that out of the total 59 families, 51 families have seen the
advertisement of the packed milk and out of the total families, 27 families have
purchased the packed milk, while 24 families have not purchased the packed milk.
Hence the influence of the advertisements are not so strong.
People Purchasing Open Milk
Usage Rate
The following table summarizes the frequency distribution of the usage of the open milk.
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Interpretation
The frequency table shows that most of the families (48%) use 1-2 Litres of open milk in
a day. while 34% families use 3-4 Litres in a day.
Average Daily Expense on Open Milk
The average rate/Litre of open milk is Rs 15. If we multiply the average price with
quantity purchased in a day, then we find that the average daily, most families spend Rs
15 to Rs 30 on the consumption of the open milk.
Place of Purchase
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The graph shows that most of the people buy at the doorstep, from Gawalas, and
usually these gawalas provide milk on credit. Later we will see that what importance do
the people give to the credit factor. So, it may be the case that people prefer open milk,
because it is easily available at doorstep and on credit.
Various Uses of Open Milk
Following are various frequencies regarding the use of open milk
For Infants
The following table summarizes the findings regarding use of open milk as a food for
infants.
Interpretation
From table, it is obvious that most of the families (67%) do not use open milk for their
infants as a food for them.
For Drinking
The following table summarizes the findings regarding use of open milk as drinking.
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Interpretation
From table, it is obvious that most of the families (77%) use open milk for drinking
purpose
For Tea
The following table summarizes the findings regarding use of open milk , for making tea.
Interpretation
From table, it is obvious 92% families use open milk for making tea. Hence tea is the
most important use of the open milk.
Importance of Various Factors in Considering the Purchase of Open Milk
The effect of each variable behind the purchase of open milk is described separately
below
Availability
The following table shows the importance of availability factor in the purchase of open
milk.
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Interpretation
Among 69% families, the availability factor is important regarding the purchase of the
open milk
Credit factor
The following table shows the importance of credit factor in the purchase of open milk.
Interpretation
Among 65% families, the credit factor is not important regarding the purchase of the
open milk. Hence it is a weak variable. So what we had presumed previously; the
analysis of this factor doesnt support our assumption.
Economic Factor
The following table shows the importance of economic factor in the purchase of open
milk.
Interpretation
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From the above table, it is clear that the economic variable is very important in the
context of purchase of the open milk. Majority of families (71%) use open milk because
it is economical.
Hygienic Factor
The following table shows the importance of hygienic factor in the purchase of open
milk.
Interpretation
In the use context of open milk, the hygienic is an insignificant variable. Only 13%
families consider the hygienic factor to be important.
Purity Factor
The following table shows the importance of hygienic factor in the purchase of open
milk.
Interpretation
Among 67% families, the purity factor is not important regarding the purchase of the
open milk. Hence it is a weak variable.
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Taste Factor
The following table shows the importance of taste factor in the purchase of open milk.
Interpretation
In the use context of open milk, the taste factor is less significant variable. 67% families
do not consider the taste factor to be important.
Ranking of Various Factors Considered Important While Purchasing
Open Milk
Ranking for convenience
The following table shows the ranking of the availability/convenience factor in the
context of the open milk
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Interpretation
Among 63% of the families, the availability factor is very important. Hence it is an
important variable.
Economic/price
The following table shows the ranking of the Economic/Price factor in the context of the
open milk
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Interpretation
The economic factor is very important because 46% families and 40% consider it be
very important and important respectively.
Credit Factor
The following table shows the ranking of the credit factor in the context of the open milk
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Interpretation
For credit factor, the results are somewhat mixed. 40% families consider it to be not
important at all, While 30% and 28% families consider this factor to be important and
very important respectively.
Hygiene Factor
The following table shows the ranking of the hygiene factor in the context of the open
milk
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Interpretation
Taste
The following table shows the ranking of the taste factor in the context of the open milk
Interpretation
Taste is also an important factor from ranking point of view because 46% families
consider it to be very important while 30% families consider it to be an important one.
Purity
The following table shows the ranking of the taste factor in the context of the open milk
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Interpretation
46% families rank the purity factor as an important one, while 36% families rank it as
very important.
Summary of Ranking factors
Following is the summary of the ranking factors in the context of the purchase of the
open milk
Availability is the most important factor
Price it also the most important factor
People Purchasing Packed Milk
Preference of Brand
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The graph shows that mostly people prefer Haleeb, MilkPak is No. 2. This is probably
due to aggressive advertising of Haleeb, because the results of advertisement section
show that people who see advertisement of packed milk, usually they are influenced,
and go for purchasing that brand of milk.
The relation of each variable behind the purchase of packed milk is described
separately below
Availability
The following table shows the importance of availability factor in the purchase of packed
milk.
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The table shows that about 56% people consider it an important factor, because packed
milk is easily available, whenever and wherever people need it, easily portable.
Economic Factor
The following table shows the importance of economic factor in the purchase of packed
milk.
From the above table, it is clear that the economic variable it is not very important in the
context of purchase of the open milk. Though it is used in less quantity while making the
tea, and is more dense and concentrated, but people usually dont realize it. The same
question was asked differently, i.e., preference because it is used in less quantity in
making of tea, but the results were again the same.
Use of Less Quantity in Making Tea
Only 36% consider that it is used in less quantity and is thus, more economical.
Hygienic Factor
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The following table shows the importance of hygienic factor in the purchase of packed
milk.
In the use context of open milk, the hygienic is an insignificant variable. Only 32%
families consider the hygienic factor to be important.
Nourishment Factor
The result shows that it is a weak variable.
Purity Factor
The following table shows the importance of purity factor in the purchase of packed
milk.
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Among 40% families, the purity factor is important regarding the purchase of the open
milk. Hence it is a weak variable.
Taste Factor
The following table shows the importance of taste factor in the purchase of packed milk.
In the use context of open milk, the taste factor is less significant variable. 52% families
do not consider the taste factor to be important.
So out of all these variables, the availability factor seem to be more stronger than the
other variables.
Ranking of Various Factors Considered Important While Purchasing
packed Milk
Availability/Convenience
The following table shows the ranking of the availability/convenience factor in the
context of the packed milk
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The results in the table and graph show that people consider this factor quite important.
Thus it is a strong variable and explains the cause of purchase of packed milk.
Economic/price
The following table shows the ranking of the Economic/Price factor in the context of the
packed milk
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The result of the table and graph show that people dont consider it very important, but
yet, moderately important for purchasing the milk.
Hygiene
The following table shows the ranking of the hygiene factor in the context of the packed
milk
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The hygiene factor is also important because 59% families replied that this factor is very
important while 28% families replied that this factor is very important. Hence the most of
the families go for the purchase of open milk because they consider the hygiene factor
as important one. But this result is quite contradictory to the previous finding, where just
considering of this factor was identified.
Nourishment
The following tables shows the ranking of nourishment factor in context of packed milk.
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The table shows that the ranking this variable got is quite less than other variables, so it
seems quite a weak variable to explain the purchasing behavior of people while
considering this variable.
Purity
The following table shows the ranking of the taste factor in the context of the packed
milk
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63% families rank the purity factor as very important, while 27% families rank it as
important, while only for 9%, its an unimportant factor.
Taste
The following table shows the ranking of the taste factor in the context of the packed
milk
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Taste is also an important factor from ranking point of view because 63% families rank it
as very important, while 27% families rank it as important, while only for 9%, its an
unimportant factor.
Findings
From the research, we have found out the following things:
1) There was no significant relation found between the use of packed milk with different
areas of the city.
2) About 55% people use only open/unpacked milk, whereas only 3% people use
packed milk. The rest of the people use both packed and open milk. Therefore, the
hypothesis stated earlier, i.e., packed milk is preferred over unpacked/open milk is
rejected on the basis of results.
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3) Also, the relationship of education with use of packed milk is not very strong.
However, it cant be stated on solid grounds, because its difficult to determine how
educated a family is, and the method used by us to calculate the educational score is
quite tricky and may have flaws in it.
4) Out of total families, about 86% families are aware of the advertisement of packed
milk. Out of those families, who dont use packed milk at all, 78% families have seen the
advertisement of packed milk.
5) The influence on purchasing decision of the people after watching the advertisement
is not much, just around 45-50%.
6) Usage pattern of the people does not seem to affect the purchasing decision in case
of packed milk. The following table summarizes the usage rate for people who useunpacked milk alone, and people who use packed milk alone or with unpacked milk.
Usage People using open milk alonePeople using packed milk
alone or along with open
milk
< 1 Liter 5.8% 13.6%
12 Liter 48.1% 50.0%
34 Liter 34.6% 27.3%
> 4 Liters 11.5% 9.1%
7) Those people, who purchase open milk, mostly they purchase it from doorstep
(46.2%), or Bhana (32.7%). About same is the case with those people who use both
open and packed milk. Therefore, this variable is also cant be taken as an explanatory
variable.
8) In case of those people, who use open milk, 32% use it for infants, 76% use for
drinking and 92% use it for making tea. Whereas in case of those people, who use
packed milk as well, 13% use it for infants, just 22% use it for drinking, and 96% use it
for making tea. Therefore, we conclude that basically it is the taste, or the high cost,
which makes the packed milk undesirable for drinking. Whereas, it is more desirable for
the purpose of making tea.
9) While considering the importance of various factors, following table summarizes the
results and it is easy to conclude from the following table that those people who use
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unpacked/open milk, is the major factor influencing their purchasing decision, whereas
for people using packed milk, its the availability which is the most important.
Availability Credit Eco/Price Hygiene Purity Taste
Open 69.2% 34.6% 71.2% 13.5% 32.7% 32.7%
Packed 56.0% 16.0% 32.0% 40.0% 48.0%
Flaws in research
When we conducted research, we had not much time to review and refine the research
design, so afterwards, during the research and conducting analysis, it was found out
that there are two major flaws in this research, which needed to be taken care of:
1) Proper sampling: sampling should have been done in order to clearly identify the
distinct areas in the city, which are different from each other in buying decisions and
habits, i.e., people from Officers Colony and people from Walled City must be quite
different from each other. Also, proper clusters of various income levels should have
been made to identify more clearly the buying pattern of packed milk.
2) The last question of the questionnaire, regarding ranking the various factors while
purchasing the milk, we were unable to analyze it properly during the analysis stage.
Perhaps, if some different scale were used, the results could have been more reliable.
However, it was our first (properly conducted) research, and we learnt a lot from it.