Research Proposal

Consumers Preferences Towards

MOJO





















Group Members
Molla Ashiqul Haq 123-013-1660
Shohan Akon Sunny 123-111-2060
Mofakkir Hossain Chowdhury 123-103-9060
Nazmul Islam 123-126-0660
Md. Fazle Rabbi 123-124-8060

Submitted to
Dr. Deena P. Forkan
Faculty of English Department
North South University

BUS 500, Sec: 02
Communication Skills for Managers
Date of Submission
16
th
November, 2012
Research Proposal







Introduction:
This research will attempt to study the Consumer Preference Towards MOJO. It is a brand
of Akij Food and Beverage Ltd., a sister concern of Prominent Group of Companies of
Bangladesh, Akij Group. In the year 2007, MOJO was the market challenger in Bangladeshi cola
market with a sales of about 52 crores BDT. The brand was launched in 14
th
April, 2005
targeting the youth of Bangladesh who like the Bangladeshi trends. All these years MOJO is
operating satisfactorily in the market place and competing well with other competitors. People
prefer MOJOs pricing but it needs to improve its image in status and quality issues. However,
still now MOJO has the chance to recover its own position because target customers are potential
and have not lost their belief structure for MOJO. After figuring out the consumer preferences
towards MOJO through the research, we will suggest some recommendations to improve the
MOJOs preferences among the consumers.
We will do the test marketing mix of the particular brand of Akij Food & beverage Industry
which is MOJO. As we have mentioned before that Akij Group has many different brands in
From:
i) Molla Ashiqul Haq 123-013-1660
ii) Shohan Akon Sunny 123-111-2060
iii) Mofakkir Hossain Chowdhury 123-103-9060
iv) Nazmul Islam 123-126-0660
v) Md. Fazle Rabbi 123-124-8060

To: Dr. Deena P. Forkan. Date: 16
th
November, 2012
RE: Proposal to do a research
paper on Consumers Preferences
Towards MOJO
their Food & Beverage Industry, but we have chosen MOJO, the cola drink, as our particular
brand since compared to other brands it is most popular and extensive. Our motive is to test the
consumers responses towards this brand and the current market standing of the brand. We have
further narrowed down the topics as for testing the marketing mix of MOJO brand.
Areas to be Studied:
In our research we are going to examine to what extent the consumer value the Mojo drink. As
we know that there are 4Ps in the marketing mix and hence we will evaluate the MOJO brand
according to the marketing mix of 4Ps. To do so, we will be looking for the answers of these
areas:
1 Product: Quality; Color attractiveness; Logo; Brand Image.
2 Price: Whether the price of MOJO brand is affordable or not.
3 Place: Whether it is available in the market or not.
4 Promotion: Advertising; Discount; Sponsored Program; Environmental
Responsibility.
Literature Review
In this research, we are focusing on conclusive research. We are going to make a conclusion over
the consumer preference trends towards MOJO. The conclusive type of research gives some sort
of conclusion to the research. Conclusive research is based on large, representative samples and
the data obtained are subjected to quantitative analysis. This type of research is more formal and
structured. The objective of conclusive research is to test specific hypotheses and examine
specific relationships. The findings or results from this type of research are generally used as
input into managerial decision making.
Sampling is one of the basic components of research process. Sampling means the selection of
the observation to get some idea about a population. Sample means a subgroup of the population
selected for participation in the study. And population means the aggregate of all the elements
that share some common characteristics and that comprise the universe for the purpose of
marketing research problem. Sample elements are the objects that possess the information sought
by the researchers and about which conclusions are made. Sampling unit is the element that is
available for selection at some stage of the sampling process. And sampling frame means a
representation of the elements of the target population consisting of a list of directions for
identifying the target population. Sample size is also important in sampling. Sample size is the
number of units to be included in the study.
We did not find any research study available on the selected topic, so that makes us first to do
such kind of research. But relative studies were found regarding the soft drink products of
different markets. We hope to follow the theories and findings of those researches. An we hope
our particular study will help to give a clear image of MOJO brand in current age.
Hypothesis:
H1: Consumers of Bangladesh are now showing more interest towards deshi brand
MOJO rather than other foreign cola drinks.
Methodology:
I) Primary Data Collection
Questionnaire Design
A questionnaire will be developed based on the Servuction model. The model will included
questions covering inanimate environment, contact personnel, service provider, rules and
regulations. A Likert scale can be used to question the respondents on the five point scale. The
respondents will be asked to rate on the scale between Strongly Agree and Strongly Disagree.

Data Collection Method

Questionnaire survey will be used to collect the data. The questionnaire will be pre-tested in
order to maintain proper wording, length and sequencing of the questions. The data will be
collected from the young generation who actually consume a large amount of soft drinks and
convey different opinion about them (students of the NSU) and different retailers who finally sell
the product to consumers.

Sample Selection

To select the sample we will use non-probabilistic sampling method and which is convenient
sample. A sample size of 50 respondents will be used to conduct the research.

II) Secondary Data Collection
For our secondary data, we are planning to use the resources of the newspaper archives at the
library. For searching the internet we will use standard search engines like Google and Yahoo as
well as the websites of Statistical Bureau and other relevant organization.
Timetable:
We hope to finish our primary field data collection and secondary data collection by November
15
th
. From then through November 30
th
, we hope to work on analysis of the collected data and
finding some meaningful output of our paper. We plan to submit the final copy on December
14
th
.
Request for Approval:
We hereby request you for your approval on our research proposal. Any suggestions or
recommendations from you regarding the proposal of the research will help us to conduct the
research appropriately. We hope this research will help us to know about whether consumers
actually prefer the Mojo brand and why.