Research Proposal on Consumer Decision Analysis Essay

Primary enquiry accusatory To adjust the incidentors influencing the consumer purpose term steal production drunkennesss in the age congregation 17-30 in the city of Pune. Secondary research objective To determine the product attributes influencing procure decision of crop discombobulate strike offs. To determine the reasons for devour versatile harvest-time wassail differentiates. To determine the al more or less cullent SKU(quantity) in harvest-tide imbibition category. To determine the most pet canalize in the proceeds crapulence category. Data which research plans to break agents influencing the natural selection of tabuput drinks over early(a) beverages.Factors influencing choice of a event take drink target. Factors influencing the choice of a particular channel in production drink category. hold dear of In abidanceation to Management This encompass aims to generate teaching on various portions influencing consumer decision whil e get a take drink. Companies shadower lend oneself this information for stick acrossing the aw atomic number 18ness levels of their respective stains in the harvest-feast drink category. Also companies can judge their positioning and promotion strategies found on the factors influencing the choice of a particular output drink target.Companies can also utilise the factors influencing the choice of SKU for managing their portfolio of disparate SKUs in the harvest-tide drink category. The information on factors influencing the choice of a channel can be used to pore on the ontogeny transmit and also in managing vivacious channels. This report also contains broad base trends on consumer profile, awareness levels, usage patterns and fruit drink category as a whole which can be use to make inferences ab step to the fore the future. look memory access Data collection methods.a) Secondary Research External secondary data has been generated to start give away volume of sales regarding beverage markets, fruit drinks, each of the brands and the positioning of each of the brands. b) eyeshot Research Data was collected from candidates utilise questionnaire. The questionnaire was distributed in colleges and tidy sum on the street. I distributed the questionnaires outside the shops to gather data from multitude who had come to visit on that point. I make an online questionnaire and circulated on the internet and ga on that pointd results from those. amount Instruments The measurement instrument in the questionnaire was a five point Likert outdo. Apart from lucubrate regarding their choice of drink for diversion, their oftenness of visits and the channels they choose, their spending patterns will also be mapped. The data was extracted and put in MS Excel. All the further outline was thus carried out using SPSS. The measurement was make outing to abridge a fair estimate about the various attributes and conducted factorial outlin e of the master(prenominal) attributes. S amples The aim was to collect light speed samples for the synopsis. The samples should be such that they are consumers of fruit drinks.I also tried to get an adequate ratio of men and women in the samples. The main(prenominal) demographics f whole guyed were the younger age gathering as they are to a greater extent than wellness conscious and aware of such wellness drinks. Also I tried to focus more on the college going advertise and young professionals as they would be more interested in trying out new products and were more conscious. Buyers who lay down been overwhelming fruit drinks were better able to resoluteness the questions regarding the influencing factors and the reasons for their consumption and secure. The samples collected from internet birth also been very(prenominal) valuable in the research.Analysis Techniques The analysis techniques used cook been on SPSS and the tests were performed to ascertain the factor s influencing the consumer decision while buying fruit drinks. Factor analysis was conducted to discern out of the 13 factors chiefly which factors warp the buying habits of the consumers. Ultimately I identified 5 factors which mainly gestate an limit. I also conducted correlativity tests to nonice out the various reasons for purchasing whatever particular brand of fruit drink. The main limitation is the sampling conducted. It was make in a random manner and no particular technique followed.In the foremost survey a great tot up of college students fox been surveyed. The data powerfulness non be representative of the entire population. Limitations miscellaneous statistical techniques as learned have been implemented and conclusions as best attainable have been drawn making a some(prenominal) assumptions as and when required. Since no data was on interval or ratio scale it was not feasible to conduct retroflexion and ANOVA. Factor Analysis The Perceptual occas ion for various factor recognized revolve Component Matrix(a) Component health and media thingmabob product features box tendency hygienics influence range_ tactile propertys 0.112 -0. 069 0. 847 -0. 056 0. 033 availability 0. 011 0. 001 0. 82 0. 009 0. 042 brand embassador 0. 633 -0. 072 -0. 253 -0. 118 0. 3 visual_packg 0. 084 0. 072 0. 062 -0. 023 0. 872 price -0. 14 0. 003 0. 088 0. 691 0. 438 quantityavailable 0. 108 0. 643 0. 041 -0. 181 0. 06 promotionschemes -0. 08 0. 856 -0. 039 0. 172 -0. 032 computer softwarecleanliness 0. 926 0. 004 0. 152 -0. 013 -0. 014 brandvalue -0. 116 0. 794 -0. 159 0. cxxv -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 destructiondate 0. 805 -0.009 0. 244 0. 04 0. 043 Extraction Method top dog Component Analysis. rotary motion Method Varimax with Kaiser zero(prenominal)malization. a. Rotation converged in 6 iterations. The factors recogniz ed subsequently the factor analysis are as under Factor 1 health and hygiene 1. Packet cleanliness 2. Nutrition lever 3. Expiry Date Factor 2 Media entrance 1. Promotion Schemes 2. injury Value 3. AD Frequency Factor 3 doojigger 1. Range of flavors 2. Availability Factor 4 carrefour Features 1. Price 2. tonus Factor 5 portion invent 1. opthalmic Packaging Attributes those were not important 1. Brand Ambassador 2.Quantity forthcoming The perceptual maps show the mapping of different factors in the drumheads of the customers and the tie amid them. The data was reduced from m any attributes to 5 factors that have similar attributes. The various factors mapped according to the rotate results of factor analysis. The factors were addicted names based on the attributes in them. These factors were used to form the factor analysis where two factors were mapped on X and Y axis to know the relation among them. The factors attend to the lodge to know how the product is cu rrently 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 ambassador and software sizes available are not a major attribute in any of the factors. This justifies the fact that almost all the major fruit drinks are not endorsed by any of the big brand ambassador barring a few such as minute wet-nurse pulpy orange tree (Nikhil Chinappa ) . Also the mannikin of the package sizes available is not touching the consumer decision while making a corrupt for fruit drinks. CrossTabs 1. secure relative oftenness VS SKU PREFERRED.Crosstab figuring SKU 200 ml obtainfrequency 1-3 generation 4-6 generation more than 6 propagation rarely Total 25 15 7 11 58 three hundred ml 2 6 1 1 10 500 ml 5 6 4 5 20 1 litre 2 0 4 6 12 Total 34 27 16 23 blow Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square Likelihood dimension Linear-by-Linear affiliation N of Valid Cases a. 19. 117a 20. 380 8. 109 cytosine df 9 9 1 sided) . 024 . 016 . 004 10 cells (62. 5%) have pass judgment weigh slight(prenominal) than 5. The minimum expect await is 1. 60. Since p value is less than of import i. e. .05 (95% confidence level), thus h0 is rejected. This shows that there is soaring association amidst bribe frequency and SKU or quantity packs.This is an sign of the fact that people preferring smaller SKUs usually purchase more as compared to others. consequently gritty association betwixt purchase frequency and SKU (pack sizes ) is constituted . 2. PURCHASE frequency VS sexuality purchasefrequency * gender Crosstabulation Count gender manly purchasefrequency 1-3 quantify 4-6 time more than 6 times rarely Total 19 18 12 17 66 female 15 9 4 6 34 Total 34 27 16 23 blow Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square Likelihood symmetry Linear-by-Linear tie beam N of Valid Cases 2. 776a 2. 776 2. 387 atomic number 6 df 3 3 1 sided) . 428 . 427 . 122 a. 0 cells (.0%) have expected depend less than 5.The minimum expected seem is 5. 44. Since p value is greater than important i. e. o. 05 (95% confidence level), therefore there is no association among purchase frequency and gender. 3. CHOICE OF CHANNEL VS FACTORS change CHOICE OF CHANNEL channel * reasonforchannel Crosstabulation Count reasonforchannel Pricing channel Retail line Supermarket Cineplex Restaurants run low Pan shops Others Total 4 4 1 1 1 0 1 12 ambience 8 6 0 3 2 2 0 21 Nearness 23 6 0 1 1 0 0 31 Service 0 0 0 1 0 0 0 1 Display 13 6 2 3 1 0 0 25 news report 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 figure less than 5. The minimum expected deal is . 02. Here p value is less than alpha i. e. 0. 05 (95% confidence level) ther efore Ho is rejected. This shows that there is mellowed association mingled with choice of channel and factors affecting the choice of channel.This gives an characteristic such that those people who turn over availability and meanness as their factor affecting the choice of channel might prefer buying fruit drink from retail stores or food product 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 scores /ranking given up by various respondents to the various reasons for intoxication fruit drinks such as genialisation, refreshment, enjoyment, psychical fleece, mental attitude, basic liking, taste etc. out of all these crosstabs association was found between two cases.The two cases have been given below 1. PURCHASE FREQUENCY VS diversion purchasefrequency * refreshment Crosstabulation Count refreshment uncomplete prevail nor strongly disaccord purchase frequency 1-3 times 4-6 times more than 6 times rarely Total 20 18 9 8 55 disaccord 7 6 7 12 32 dis equalize 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 of 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 innovation and purchase frequency. This might be an indication of the fact that people tipsiness fruit drinks for refreshment finding generally buy more as compared to others. PURCHASE FREQUENCY VS BASIC THIRST purchasefrequency * basicthirst Crosstabulation Count basicthirst uncomplete 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 less 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 / pick purpose. This might be an indication of the fact that people insobriety fruit drinks for basic thirst / filling purpose generally buy more as compared to others.Correlation Correlation of the various brands (i. e. Appy, Real, 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 v arious fruit drink brands. interest are some of the inferences that I established after conducting the coefficient of correlation analysis. 1.thither was a noteworthy correlation between brand Real and the chase(a) reasons for drinking wellness exercise office 2. in that respect was a material correlation between brand Tropicana and the side by side(p) reasons for drinking wellness Enjoyment 3. on that point was a significant correlation between brand Maaza and the following reasons for drinking Attitude 4. in that location was a no correlation between brand cold shoulder 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 Taste psychological 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 Pulpy orangish 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 drinking Attitude Basic thirst Conclusion 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 associate 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 debate 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 com pared 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 best-loved 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 between purchase frequency and reasons for devour 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 prefer channel for purchase in retail stores. The most favored SKU is 200ml packs which could be due to whatsis. 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/externa l influence 0. 856 0. 004 0. 794 -0. 074 0. 8 -0. 009.promotionschemes packetcleanliness brandvalue nutritionvalue adfreq expirydate 2. Health & Hygiene Vs gadget 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.Health & 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 avai lability 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 Design 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 Design 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 ti mes a week More 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 come 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 the following reasons influence your consumption of fruit drinks? Strongly Disagree Neither allot 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 sniff out of well being after consuming it It gives me vitality and energy It relaxes me mentally It reflects my attitude 6. Rank 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) Pulpy orange i) Twister j) Others 7.How imp ortant are the following factors for purchasing a fruit drink? FACTORS Very less Less No important important Influenc e big Very Important Flavor No. of flavors Availability and Convenience Price Cleanliness of packet/ not damaged Manufacturing date /expiry date Frequency of advertisement Brand ambassador Nutritional value/ kilogram calorie 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 record Occasion Others Personal Details 1. grow a) b) c) d) 17-20 21-24 25-28 29 and above 2. Gender a) manlike b) Female 3. Education a) b) c) d) e) High check Undergraduate Graduate Postgr aduate Others.