Research Proposal on Consumer Decision Analysis Essay

Primary research heading To assure the parts influencing the consumer determination while obtain crop fuddles in the senesce aggroup 17-30 in the city of Pune. Secondary research objective To determine the merchandise attributes influencing purchase decision of harvest-feastion sop up notes. To determine the reasons for overpowering several(a) reaping make whoopie dents. To determine the virtually favourite(a) SKU( measuring) in fruit inebriation category. To determine the most favourite(a) give in the fruit alcohol addiction category. info which research plans to generate brokers influencing the choice of fruit soak ups over other beverages.Factors influencing choice of a particular fruit drink flaw. Factors influencing the choice of a particular channel in fruit drink category. Value of Information to Management This report aims to generate learning on various promoters influencing consumer decision while purchasing a fruit drink. Companies f aecal matter utilise this information for identifying the awareness levels of their respective brands in the fruit drink category. Also companies stop evaluate their positioning and promotion strategies establish on the figures influencing the choice of a particular fruit drink brand.Companies can as well as utilise the factors influencing the choice of SKU for managing their portfolio of different SKUs in the fruit drink category. The information on factors influencing the choice of a channel can be utilize to focus on the growing channels and as well as in managing vivacious channels. This report also contains broad based trends on consumer profile, awareness levels, wont patterns and fruit drink category as a whole which can be utilised to make inferences ab turn push through the future. Research Approach Data collection methods.a) Secondary Research External secondary data has been generated to contain volume of sales regarding beverage markets, fruit drinks, each of th e brands and the positioning of each of the brands. b) Survey Research Data was collected from candi attends using questionnaire. The questionnaire was distributed in colleges and heap on the street. I distributed the questionnaires outside the shops to gather data from stack who had make do to visit on that point. I made an online questionnaire and circulated on the net and ga on that pointd results from those. criterion Instruments The measurement instrument in the questionnaire was a five point Likert scale. apart from details regarding their choice of drink for diversion, their relative frequency of visits and the channels they choose, their spending patterns lead also be mapped. The data was extracted and put in MS Excel. solely the further digest was then carried out using SPSS. The measurement was knowing to get a fair idea about the various attributes and conducted factorial analysis of the fundamental attributes. Samples The aim was to collect 100 sample s for the analysis. The samples should be much(prenominal) that they are consumers of fruit drinks.I also time-tested to get an passable proportionality of men and women in the samples. The main demographics targeted were the younger age group as they are to a greater extent than than health conscious and aware of much(prenominal) health drinks. Also I tried to focus more on the college going crowd and young professionals as they would be more provoke in trying out new products and were more conscious. Buyers who cast been go through fruit drinks were better able to answer the questions regarding the influencing factors and the reasons for their consumption and purchase. The samples collected from internet sustain also been very valuable in the research. analysis Techniques The analysis techniques used have been on SPSS and the tests were performed to ascertain the factors influencing the consumer decision while buying fruit drinks. Factor analysis was conducted to di scern out of the 13 factors principally which factors figure out the buying habits of the consumers. Ultimately I identified 5 factors which primarily have an influence. I also conducted correlativityal statistics tests to find out the various reasons for purchasing any particular brand of fruit drink. The main demarcation line is the sampling conducted. It was done in a random manner and no particular technique followed.In the first survey a greater number of college students have been surveyed. The data might not be interpreter of the entire population. Limitations Various statistical techniques as learned have been utilise and conclusions as best possible have been drawn making fewer assumptions as and when required. Since no data was on interval or ratio scale it was not feasible to conduct Regression and ANOVA. Factor Analysis The Perceptual mapping for various factor recognized Rotated part Matrix(a) Component health and media convenience product features package de sign hygienics influence range_ nips 0.112 -0. 069 0. 847 -0. 056 0. 033 availability 0. 011 0. 001 0. 82 0. 009 0. 042 brandambassador 0. 633 -0. 072 -0. 253 -0. 118 0. 3 visual_packg 0. 084 0. 072 0. 062 -0. 023 0. 872 outlay -0. 14 0. 003 0. 088 0. 691 0. 438 quantity functional 0. 108 0. 643 0. 041 -0. 181 0. 06 promotionschemes -0. 08 0. 856 -0. 039 0. 172 -0. 032 packetcleanliness 0. 926 0. 004 0. 152 -0. 013 -0. 014 brandvalue -0. 116 0. 794 -0. 159 0. one hundred twenty-five -0. 028 nutritionvalue 0. 778 -0. 074 -0. 043 0. 067 -0. 088 flavour 0. 147 0. 118 -0. 113 0. 779 -0. 261 adfreq -0. 065 0. 8 0. 052 0. 046 0. 066 expirydate 0. 805 -0.009 0. 244 0. 04 0. 043 Extraction Method Principal Component Analysis. rotary motion Method Varimax with Kaiser nomalization. a. Rotation converged in 6 iterations. The factors recognized after the factor analysis are as under Factor 1 health and Hygiene 1. Packet cleanliness 2. Nutrition Value 3. Expiry Date Factor 2 Media shape 1. Promotion Schemes 2. Brand Value 3. AD frequency Factor 3 public convenience 1. Range of flavors 2. Availability Factor 4 overlap Features 1. Price 2. Flavor Factor 5 Package conception 1. Visual Packaging Attributes those were not all important(p) 1. Brand Ambassador 2. sum Available The perceptual maps show the mapping of different factors in the minds of the nodes and the tie beam amidst them. The data was reduced from many attributes to 5 factors that have comparable attributes. The various factors mapped according to the rotated results of factor analysis. The factors were given titles based on the attributes in them. These factors were used to form the factor analysis where 2 factors were mapped on X and Y axis to know the relation amidst them. The factors help the company to know how the product is currently mapped in the customers mind.If a target consumer is focused upon then the factors can be changed and a different map can be formed. The attribute brand am bassador and package sizes available are not a study attribute in any of the factors. This justifies the fact that almost all the major(ip) fruit drinks are not endorsed by any of the big brand ambassador barring a few such as sharp maid pulpy orange (Nikhil Chinappa ) . Also the variety of the package sizes available is not impact the consumer decision while making a purchase for fruit drinks. CrossTabs 1. PURCHASE FREQUENCY VS SKU PREFERRED.Crosstab numbering SKU 200 ml purchasefrequency 1-3 measure 4-6 quantify more than 6 times seldom Total 25 15 7 11 58 300 ml 2 6 1 1 10 viosterol ml 5 6 4 5 20 1 litre 2 0 4 6 12 Total 34 27 16 23 100 Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square likelihood ratio Linear-by-Linear connector N of Valid Cases a. 19. 117a 20. 380 8. 109 100 df 9 9 1 sided) . 024 . 016 . 004 10 cells (62. 5%) have expected tally little than 5. The minimum expected reckon is 1. 60. Since p value is slight than of import i. e. .05 (95% confide nce level), therefore h0 is rejected. This shows that there is broad(prenominal) draw between purchase frequency and SKU or quantity packs.This is an indication of the fact that people preferring smaller SKUs usually purchase more as compared to others. Thus high tie between purchase frequency and SKU (pack sizes ) is established . 2. PURCHASE FREQUENCY VS GENDER purchasefrequency * sexual urge Crosstabulation Count gender male purchasefrequency 1-3 times 4-6 times more than 6 times rarely Total 19 18 12 17 66 womanly 15 9 4 6 34 Total 34 27 16 23 100 Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 2. 776a 2. 776 2. 387 100 df 3 3 1 sided) . 428 . 427 . 122 a. 0 cells (.0%) have expected determine less(prenominal) than 5.The minimum expected count is 5. 44. Since p value is greater than alpha i. e. o. 05 (95% confidence level), therefore there is no familiarity between purchase frequency and gender. 3. CHOI CE OF line of reasoning VS FACTORS AFFECTING CHOICE OF CHANNEL channel * reasonforchannel Crosstabulation Count reasonforchannel Pricing channel Retail butt in Supermarket Cineplex Restaurants Travel Pan shops Others Total 4 4 1 1 1 0 1 12 atm 8 6 0 3 2 2 0 21 Nearness 23 6 0 1 1 0 0 31 do 0 0 0 1 0 0 0 1 Display 13 6 2 3 1 0 0 25 Reputation 0 1 2 0 0 0 0 3 Occasion 6 0 0 0 0 0 1 7 Total 54 23 5 9 5 2 2 100.Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 68. 211a 50. 165 1. 108 100 df 36 36 1 sided) . 001 . 059 . 293 a. 43 cells (87. 8%) have expected count less than 5. The minimum expected count is . 02. Here p value is less than alpha i. e. 0. 05 (95% confidence level) therefore Ho is rejected. This shows that there is high association between choice of channel and factors affecting the choice of channel.This gives an indication such that those people who consider availability and nearness as their factor a ffecting the choice of channel might prefer buying fruit drink from retail stores or grocery stores. Thus a high association is established. CROSSTABS OF PURCHASE FREQUENCY VS REASONS FOR HAVING FRUIT DRINKS I conducted crosstabs of purchase frequency with the wads /ranking given by various respondents to the various reasons for alcoholism fruit drinks such as fondisation, refreshment, enjoyment, mental swot, attitude, basic hurt, taste etc. out of all these crosstabs association was found between dickens cases.The two cases have been given below 1. PURCHASE FREQUENCY VS REFRESHMENT purchasefrequency * refreshment Crosstabulation Count refreshment uncomplete support nor strongly dis accept purchasefrequency 1-3 times 4-6 times more than 6 times rarely Total 20 18 9 8 55 discord 7 6 7 12 32 disagree 5 0 0 2 7 agree 2 1 0 1 4 strongly agree 0 2 0 0 2 Total 34 27 16 23 100 Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N o f Valid Cases 20. 628a 23. 332 . 108 100 df 12 12 1 sided) . 056 . 025 . 742 a. 12 cells (60. 0%) have expected count less than 5. The minimum expected count is .32. Since p value is less than alpha (95% confidence level) thus there is high association between refreshment purpose and purchase frequency. This might be an indication of the fact that people insobriety fruit drinks for refreshment purpose generally buy more as compared to others. PURCHASE FREQUENCY VS BASIC THIRST purchasefrequency * basicthirst Crosstabulation Count basicthirst neither agree nor strongly disagree purchasefrequency 1-3 times 4-6 times more than 6 times rarely Total 6 11 3 11 31 disagree 15 6 9 9 39 disagree 7 6 0 2 15 agree 5 4 4 0 13 strongly agree 1 0 0 1 2 Total 34 27 16 23 100.Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 20. 262a 26. 177 4. 223 100 df 12 12 1 sided) . 062 . 010 . 040 a. 12 cells (60. 0%) have expected count l ess than 5. The minimum expected count is . 32. Since p value is less than alpha (95%) therefore there is high association between purchase frequency and basic thirst / filling purpose. This might be an indication of the fact that people drinking fruit drinks for basic thirst / filling purpose generally buy more as compared to others.Correlation Correlation of the various brands (i. e. Appy, touchable, Tropicana etc) was done with various reasons for drinking such as refreshment, enjoyment, vitality, mental lift etc. I tried to identify the various reasons that are correlated with various brands . This activity basically helped us in identifying the perception and connotations of people towards various fruit drink brands. Following are some of the inferences that I established after conducting the correlation coefficient analysis. 1.thither was a remarkable correlation between brand Real and the following reasons for drinking health Enjoyment Attitude 2. There was a profoun d correlation between brand Tropicana and the following reasons for drinking Health Enjoyment 3. There was a significant correlation between brand Maaza and the following reasons for drinking Attitude 4. There was a no correlation between brand Slice and the various reasons for drinking. 5. There was a significant correlation between brand Appy and the following reasons for drinking Socialising 6.There was a significant correlation between brand Frooti and the following reasons for drinking essay Mental lift 7. There was a significant correlation between brand Mangola and the following reasons for drinking Taste Mental lift 8. There was a significant correlation between brand sloppy Orange and the following reasons for drinking Attitude 9. There was a significant correlation between brand Twister and the following reasons for drinking Taste Mental lift 10.There was a significant correlation between brand Others (ex. Lehberry etc.) and the following reasons for drin king Attitude Basic thirst refinement On the basis of the data collected and the tests conducted I have arrived at the following conclusions With the help of correlation I was able to identify the attributes that consumers touch on with the various fruit drinks and which in turn drive their purchase decision for the same. For example Tropicana is associated with health and enjoyment whereas Appy is associated with socialising. These reflect the perceptions of the various fruit drinks in the mind of the consumers.The crosstab between purchase frequency and SKU showed that those purchasing smaller SKUs purchase more frequently as compared to those who purchased a 500ml or 1litre. On the other hand there is no impact of gender on purchasing frequency for fruit drinks. There is a high association between the channels preferred and the factors affecting these channels. The most important factor came out to be location or nearness of the channel. There is also a high association betw een purchase frequency and reasons for consume fruit drinks such as refreshment and fulfilling basic thirst.In factor analysis I found out 5 factors which mainly have an impact on the purchase of a fruit drink. There were two factors which did not have any significant impact. Also, I found out that the most preferred channel for purchase in retail stores. The most preferred SKU is 200ml packs which could be due to convenience. The most preferred drink is Frooti followed by Tropicana and Real. Annexure Perceptual Maps 1.Health & Hygiene Vs Media Influence 0. 778 health and hygienics -0. 08 0. 926 -0. 116 0. 778 -0. 065 0. 805 media/ orthogonal influence 0. 856 0. 004 0. 794 -0. 074 0. 8 -0. 009.promotionschemes packetcleanliness brandvalue nutritionvalue adfreq expirydate 2. Health & Hygiene Vs Convenience health and hygiene range_flavours availability packetcleanlines s nutritionvalue expirydate 0. 112 0. 011 0. 926 0. 778 0. 805 convenience 0. 847 0. 82 0. 152 -0. 043 0. 244 3.Hea lth & Hygiene Vs Product Features health and hygiene price packetcleanlines s nutritionvalue flavour expirydate -0. 14 0. 926 0. 778 0. 147 0. 805 product features 0. 691 -0. 013 0. 067 0. 779 0. 04 4. Media Influence Vs Convenience media influence range_flavours availability -0. 069 0. 001 convenience 0. 847 0. 82.promotionschemes brandvalue adfreq 0. 856 0. 794 0. 8 -0. 039 -0. 159 0. 052 5. Media Influence Vs Product Features media influence price promotionscheme s brandvalue flavour adfreq 0. 003 0. 856 0. 794 0. 118 0. 8 product features 0. 691 0. 172 0. 125 0. 779 0. 046 6.Convenience Vs Product Feature convenience range_flavours availability price flavour 0. 847 0. 82 0. 088 -0. 113 product features -0. 056 0. 009 0. 691 0. 779 7. Health & Hygiene Vs Package end visual_packg packetcleanline ss nutritionvalue expirydate health and package hygiene design 0. 084 0. 872 0. 926 -0. 014 0. 778 0. 805 -0. 088 0. 043 8.Media Influence Vs Package end media/external package influence design visual_packg 0. 072 0. 872 promotionscheme 0. 856 -0. 032 s brandvalue 0. 794 -0. 028 adfreq 0. 8 0. 066 9. Convenience Vs Package Design range_flavou rs convenience package design 0. 847 0. 033 availability visual_packg 0. 82 0. 062 0. 042 0. 872 10. Product features Vs Package design product features visual_pack g price flavour -0. 023 0. 691 0. 779 package design 0. 872 0. 438 -0. 261 Questionnaire QUESTIONNAIRE 1. Whom do you buy fruit drinks for? (Tick one) a) Myself b) Family c) Children d) Institutional purposes / social occasions 2.a) b) c) d) 3. a) b) c) d) How often do you have a fruit drink? 1-3 times a week 4-6 times a week more(prenominal) than 6 times a week Rarely (fortnightly ) What quantity do you usually prefer to buy? 200-250 ml (Tetrapak) 300 ml 500 ml bottle 1 litre 4. Through which medium did you source to know about your preferred fruit drink brand? a) Hoardings and banners b) newspaper and magazines c) TV/radio d) Word of mouth e) Others .. 5. Do t he following reasons influence your consumption of fruit drinks? Strongly Disagree Neither Agree disagree agree nor REASONS disagree For social occasions / entertainment It acts as a refreshment.Strongly Agree It provides enjoyment It tastes very good It satisfies my basic thirst and is filling I feel a sense of well universe after consuming it It gives me vitality and energy It relaxes me mentally It reflects my attitude 6. govern the following fruit drinks from 1 to 5, with 1 being least preferred and 5 being most preferred a) Real b) Tropicana c) Maaza d) Slice e) Appy f) Frooti g) Mangola h) miry orange i) Twister j) Others 7.How important are the following factors for purchasing a fruit drink? FACTORS Very less Less No important important Influenc e Important Very Important Flavor No. of flavors Availability and Convenience Price Cleanliness of packet/ not damaged Manufacturing date /expiry date Frequency of advertisement Brand ambassador nutritionary value/ calor ie content Brand value /brand name SKUs available Promotion schemes/discounts Visual appeal of packaging 8. Which is your most preferred channel for purchasing a fruit drink?a) Retail store/grocery store b) Supermarket/hypermarket c) Cineplex d) Pan shop/kiosks e) Restaurants f) Travel g) Others. 9. a) b) c) d) e) f) g) h) Which is the most important characteristic for choosing the channel? Pricing Ambience Location/ nearness Service Display /merchandising Reputation Occasion Others Personal Details 1. term a) b) c) d) 17-20 21-24 25-28 29 and above 2. Gender a) Male b) Female 3. Education a) b) c) d) e) postgraduate school Undergraduate Graduate Postgraduate Others.