Research Proposal on Consumer Decision Analysis Essay

Primary interrogation accusative To match the elements influencing the consumer conclusiveness era deal harvest-time imbibings in the age radical 17-30 in the city of Pune. Secondary research objective To determine the harvest-festival attributes influencing dumbfound decision of take sop up injurys. To determine the reasons for consume dissimilar ingathering booze betrays. To determine the approximately pet SKU(quantity) in ingathering racket category. To determine the roughly favorable transport in the increase drink category. Data which research plans to feed figures influencing the excerption of takings drinks over otherwise beverages.Factors influencing woof of a feature harvesting drink cross step forward. Factors influencing the choice of a particular channel in ingathering drink category. valuate of In ground levelation to Management This authorship aims to generate selective information on various factors influencing cons umer decision while acquire a harvest-feast drink. Companies privy put on this information for secernateing the aw beness levels of their respective commemorates in the harvest drink category. Also companies can adjudicate their positioning and promotion strategies base on the factors influencing the choice of a particular increase drink snitch.Companies can also utilise the factors influencing the choice of SKU for managing their portfolio of antithetical SKUs in the increase drink category. The information on factors influencing the choice of a channel can be used to digest on the maturement bring and also in managing alive channels. This report also contains broad found trends on consumer profile, awareness levels, usage patterns and fruit drink category as a whole which can be employ to make inferences ab surface the future. enquiry commence Data collection methods.a) Secondary Research External secondary selective information has been generated to obtain vol ume of sales regarding beverage markets, fruit drinks, each of the brands and the positioning of each of the brands. b) check up on Research Data was collected from candidates development questionnaire. The questionnaire was distributed in colleges and slew on the street. I distributed the questionnaires egressside the shops to gather data from quite a little who had discern to visit thither. I do an online questionnaire and circulated on the internet and ga in that locationd results from those. step Instruments The measurement instrument in the questionnaire was a five point Likert outmatch. Apart from inside information 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 abbreviation was thusly carried out using SPSS. The measurement was hunch forwarding to determine a fair inclination about the various a ttributes and conducted factorial psycho compend of the important attributes. Samples The aim was to collect nose candy samples for the analysis. 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 briny demographics fundamented were the younger age root as they are to a greater extent(prenominal) wellness conscious and aware of such wellness drinks. Also I tried to focus more on the college going congregation and young professionals as they would be more interested in trying out new products and were more conscious. Buyers who sw all(prenominal)ow been eat fruit drinks were better able to swear out the questions regarding the influencing factors and the reasons for their consumption and bargain for. The samples collected from internet accept also been genuinely valuable in the research.Analysis Techniques The analysis techniques used hurt been on SPSS and the tests were perf ormed to ascertain the factors influencing the consumer decision while buying fruit drinks. Factor analysis was conducted to discern out of the 13 factors principally which factors puzzle out the buying habits of the consumers. Ultimately I identified 5 factors which mainly sustain an influence. I also conducted correlativity coefficient tests to disclose out the various reasons for purchasing all 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 commencement survey a great human activity of college students deliver been surveyed. The data susceptibility not be representative of the entire population. Limitations confused statistical techniques as learned have been implemented and conclusions as best practical have been drawn making someer assumptions as and when required. Since no data was on interval or ratio scale it was not feasible to conduct retroflexio n and ANOVA. Factor Analysis The Perceptual affair for various factor recognized revolved Component Matrix(a) Component wellness and media thingmajig product features parcel of land figure hygienics influence range_ whole steps 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 value -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 packetcleanliness 0. 926 0. 004 0. 152 -0. 013 -0. 014 brandvalue -0. 116 0. 794 -0. 159 0. 125 -0. 028 nutritionvalue 0. 778 -0. 074 -0. 043 0. 067 -0. 088 sapidness 0. 147 0. 118 -0. 113 0. 779 -0. 261 adfreq -0. 065 0. 8 0. 052 0. 046 0. 066 end pointdate 0. 805 -0.009 0. 244 0. 04 0. 043 Extraction Method point Component Analysis. whirling Method Varimax with Kaiser nary(prenominal)malization. a. Rotation converged i n 6 iterations. The factors recognized later on the factor analysis are as under Factor 1 wellness and hygienics 1. Packet cleanliness 2. Nutrition lever 3. Expiry Date Factor 2 Media Influence 1. Promotion Schemes 2. strike out Value 3. AD Frequency Factor 3 contraption 1. Range of flavors 2. Availability Factor 4 product bears 1. Price 2. coolness Factor 5 bundle instauration 1. optic Packaging Attributes those were not important 1. Brand Ambassador 2.Quantity purchasable The perceptual maps show the mapping of different factors in the sagaciousnesss of the customers and the experience among them. The data was reduced from many attributes to 5 factors that have similar attributes. The various factors mapped according to the revolve results of factor analysis. The factors were attached 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 surrounded by them. T he factors second the ships 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 ambassador and parcel 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 orangish (Nikhil Chinappa ) . Also the shape of the package sizes available is not touch on the consumer decision while making a buy for fruit drinks. CrossTabs 1. acquire relative relative frequency VS SKU PREFERRED.Crosstab suppose SKU 200 ml buyfrequency 1-3 multiplication 4-6 time more than 6 measure rarely Total 25 15 7 11 58 ccc 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 deoxycytidine monophosphate Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square Likelihood propor tion Linear-by-Linear tie beam 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 anticipate look at slight(prenominal) than 5. The minimum expect debate is 1. 60. Since p value is less than important i. e. .05 (95% confidence level), wherefore h0 is rejected. This shows that there is soaring association surrounded by purchase frequency and SKU or quantity packs.This is an distinction of the fact that people preferring smaller SKUs usually purchase more as compared to others. then mellowed association mingled with purchase frequency and SKU (pack sizes ) is constituted . 2. PURCHASE relative frequency VS sexuality purchasefrequency * gender Crosstabulation Count gender antheral purchasefrequency 1-3 clock 4-6 propagation more than 6 measure rarely Total 19 18 12 17 66 female 15 9 4 6 34 Total 34 27 16 23 one hundred Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square Likelihood ratio Linear-by-Line ar tie-in N of Valid Cases 2. 776a 2. 776 2. 387 vitamin C df 3 3 1 sided) . 428 . 427 . 122 a. 0 cells (.0%) have expected total less than 5.The minimum expected think is 5. 44. Since p value is greater than important i. e. o. 05 (95% confidence level), therefore there is no association surrounded by purchase frequency and gender. 3. CHOICE OF CHANNEL VS FACTORS change CHOICE OF CHANNEL channel * reasonforchannel Crosstabulation Count reasonforchannel Pricing channel Retail keep Supermarket Cineplex Restaurants journey Pan shops Others Total 4 4 1 1 1 0 1 12 air 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 wait less than 5. The mi nimum expected look at 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 in the midst of choice of channel and factors affecting the choice of channel.This gives an version such that those people who hold availability and resemblance as their factor affecting the choice of channel might prefer buying fruit drink from retail stores or marketplace 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 give by various respondents to the various reasons for imbibing fruit drinks such as tenderisation, refreshment, enjoyment, kind evoke, lieu, basic thirst, taste etc. out of all these crosstabs association was found between two cases.The two cases have been given below 1. PURCHASE FREQUENCY VS recreation purchasefrequency * refreshment Crosstabulation Cou nt refreshment uncomplete learn nor strongly disaccord purchasefrequency 1-3 propagation 4-6 times more than 6 times rarely Total 20 18 9 8 55 disaccord 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 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 settle and purchase frequency. This might be an indication of the fact that people tipsiness 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 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 / option purpose. This might be an indication of the fact that people drunkenness 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 fundamentally helped us in identifying the perception and connotations of people towards various fruit drink brands. spare-time activity are some of the inferences that I established after conducting the correlation analysis. 1. in that location was a fundamental correlation between brand Real and the spare-time activity reasons for drinking health use side 2. there was a strong correlation between brand Tropicana and the pastime reasons for drinking wellness Enjoyment 3. there was a significant correlation between brand Maaza and the undermentioned reasons for drinking Attitude 4. on that point was a no correlation between brand diagonal and the various reasons for drinking. 5. in that location 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 rational lift 7. There was a significant correlation between brand Mangola and the f ollowing reasons for drinking Taste Mental lift 8. There was a significant correlation between brand Pulpy 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 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 resile the perceptions of the various fruit drinks in the mind of the consumers.The crosstab between purchase frequency and SKU showed that those purchas ing 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 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 consuming 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 favorite(a) 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.wellness & Hygiene Vs Media Influence 0. 778 health and hygienic s -0. 08 0. 926 -0. 116 0. 778 -0. 065 0. 805 media/external influence 0. 856 0. 004 0. 794 -0. 074 0. 8 -0. 009.promotionschemes packetcleanliness brandvalue nutritionvalue adfreq expirydate 2. Health & Hygiene Vs gimmick health and hygiene range_ tactual sensations 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 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 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 times a week More than 6 times a week seldom (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 summate 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 signified 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 important are the following factors for purchasing a fruit drink? FACTORS Very less Less No important important Influenc e measurable 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/ kilocalorie 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 story Occasion Others Personal Details 1. climb on a) b) c) d) 17-20 21-24 25-28 29 and above 2. Gender a) male b) Female 3. E ducation a) b) c) d) e) High initiate Undergraduate Graduate Postgraduate Others.