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RESEARCH PROPOSAL

PURPOSE OF THE RESEARCH


This research is conducted as a part of summer project in marketing at
Cadbury India Limited third trimester student of PGDM (09-11) batch of a
premier business school.

The general purpose of this research is Consumers brand awareness of


‘babbuloo’ bubble gum of Cadbury in Ernakulam city. The other purpose of
this study includes:

1. To know, whether buying behaviour is dependent of brand awareness or not.

2. To know how brand awareness made customer to purchase product.

3. To understand the factors and variables of brand influence them to purchase.

4. To know what position does the brand has in the mind of customers.

5. To know how they became aware of the brand (Babbuloo).

6. To know level of satisfaction about the brand offered by Cadbury.

7. To know how maintain and improve brand awareness, brand loyalty.

RESEARCH DESIGN

Descriptive type of research based on survey will be basic research design. Each
respondent will be interviewed on the spot itself. The personal interviews are
generally expected to last between 10-15 minutes.

Some sample questions that will be asked are:

1) Name of the respondent:

2) Gender
Male

Female

3) Age of the respondents

10-15

16-25

26-35

36-45

46 & above

4) Do you use bubble gums?

Yes

No

• If you answered yes continue with questionnaire otherwise quit.

5) Are you brand specific while buying a bubble gum?

Yes

No

6) Have you heard about a brand bubbaloo?

Yes

No

7) If yes then answer how you came to know about the brand babbaloo?

Advertisements
Friends

Shopkeepers

Others

Cannot Say

8) How much you are satisfied with available taste?

Highly satisfied

Satisfied

Neutral

Dissatisfied

Can’t say

9) How much you are satisfied with available flavours?

Highly satisfied

Satisfied

Neutral

Dissatisfied

Can’t Say

10) How much you are satisfied with availability of brand babbaloo in your
locality i.e., effectiveness of distribution.

Highly satisfied
Satisfied

Neutral

Dissatisfied

Can’t say

11) How much you are satisfied with packaging style of babbaloo
bubble gum?

Highly satisfied

Satisfied

Neutral

Dissatisfied

Can’t say

12) How much you are satisfied with value of the brand?

Highly satisfied

Satisfied

Neutral

Dissatisfied

Can’t say

13) Would you recommend this product?

Definitely

Probably
May be

Probably not

Definitely not

During the interview a self-administered written questionnaire will be given to


respondents.

SAMPLE DESIGN

A survey of at least 300 individuals from various part of the Ernakulam city will
provide database of the study. The sample will be convenient samples under
non probability sampling.

TARGET RESPONDENTS

Eligible people will be all from the age of 10 years and more who use bubble
gums.

DATA GATHERING

The researcher himself will conduct field survey where in which each
respondent will be given a questionnaire for marking answers. For convenience
to respondents the researcher will be also marking answers.

DATA PROCESSING AND ANALYSIS

Chi-square test is used for this study. Chi-square test is one of the
important tests developed to test hypothesis. It is a non parametric test. It is
frequently used for testing hypothesis concerning the difference between a set
of observed frequencies of a sample and corresponding set of expected or
theoretical frequencies.

X2 = ∑ (O– E) 2 / E

Where O = observed frequencies,

E = expected frequencies,

Degree of freedom (v) = n-k

n = number of frequency classes

k = number of independent constraints.

For a contingency table with ‘r’ number of rows and ‘c’ number of columns the
degree of freedom is

V= (r-1) (c-1)

The following steps are required to determine the value of the chi-square test.

1. Calculate the expected frequencies

2. Take the difference between observed and expected frequencies.

3. Obtain the square of the difference.

4. Divide (O- E) 2 with the expected frequency.

Other than this other standard analytical tools are used

5. Obtain ∑ (O– E) 2 / E
The calculated value of x2 is compared with the table value of x2 for a
given degree of freedom at a certain specified level of significance. If the
calculated value is more than table value, null hypothesis is rejected and accept
the alternative hypothesis. If the calculated value is less than table value, null
hypothesis is accepted and alternative hypothesis is rejected.

Besides this other standard tools like tables, bar diagram pie chart, graph etc.
will be also used.

REPORT PREPARATION

A written report will be prepared and will be submitted to the Cadbury by


research analysts for the approval.

BUDGET AND TIME SCHEDULE

All the expenses of this research will be met by research analyst himself. Once
approval from the concerned authorities is obtained the whole process can be
completed within 30 days.