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MIT School of Business, Pune

UNDERSTANDING MARKET
RESEARCH

NAME: AMEY S. PANGARKAR

ROLL NO.: 311503
COURSE: PGDM MARKETING
SUBJECT: MARKET RESEARCH
ASSIGNMENT NO: 02
DATE: 22.09.2014

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Cold drink are the real favorites of Students. Amidst everlasting battle of supremacy
between Pepsi and Coke, SPRITE enjoys much of popularity. Without any much of
BAKWAAS Sprite always spreads the message of SEEDHI BAAT. It appeals the youth with
its unique taste. Advertisement and promotional tools being employed by brand takes cares of
popularity amongst the targeted youth audience. For any brand manager a market share must
increase on perpetual basis, and same is the case with Sprite Brand Manager. Sprite manager
now wants to specifically target his efforts towards students segments and position its product
more suitably, profitably in this market. For doing same he will certainly require some ground
hardcore data about student segments.

What percentage of students drink cold drink, and how many of these prefer sprite over

other.
Which gender prefers sprite over the cold drinks. It can be useful in creating promotional

strategies much dedicated to this super segmented target group.

What is there perception of cold-drinks in general, and how they conceptualize/visualize

Sprite.
What is their frequency of consumption of sprite or any other cold-drink for that matter?
What is their point of purchase? It will be essential in understanding where branding
should be carried out more. For e.g., if students prefer to purchase Sprite from nearby
corner store and not from college canteen, then sprite hoardings, promotional material

can be used in College canteen.

What are the occasions on which they tend to drink cold-drink, and especially Sprite.
What is their satisfaction or dis-satisfaction level towards Sprite.
Does the grapevine of all cold drinks have pesticides or causes ills to ones health has any

impact on their purchase.

Do they think it as an impulse decision or are they brand loyal.
Brand endorser or Brand Ambassadors impact on these individuals. Their perception of

that celebrity.
Students outlook towards the promotional and advertisements of Sprite in general. If
these are spreading any negative or unwanted message.
Based on these brand manager can certainly chalk out his line of action to target the
student crowd more efficiently and effectively.

QUESTIONNAIRE

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Questionnaire is to be prepared to understand how students generally tend to select

Restaurants. Basic motive behind this design of questionnaire is to go a step further in
understanding how students make decision of choice of restaurant, what all factors do they take
into consideration for the same. Majority of the questions for this survey are predominantly
closed ended and only one feedback based open ended question is being asked. Analysis of this
survey can be utterly important for new upcoming restaurant whose target market is ideally
students. Demographics can be used for segmenting the data. The categorical fragmentation of
this data will serve the purpose more efficiently. The contact details can be further be used for
promotions purpose.
QUESTIONNAIRE PRE TEST
DEMOGRAPHIC
Name:
Sex:
Age:
Stream of Study:
Local/Out of Station Student:
Contact Details:
QUESTIONS
1. Do you use websites/smart phone apps to decide the Restaurants?
Yes
No
If Yes, Which? ..
2. According to you is Restaurant choice is an Impulse decision?
Yes
No
3. Approximate budget you spend on restaurants every week?
4. Rate following factors as they affect your decision of choice of restaurant on the scale of
(Extremely affect, Affect, Neither Affect nor dont affect, dont affect, Not at all affect.)
(1) Taste
(2) Ambience
(3) Price
(4) Location
(5) Parking Space

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5. Does the variety of Menu (Product Range) being offered to you affects your choice of
decision?
Yes
No
6. You prefer to be a Loyal Customer of any Restaurant?
Mostly Yes
Depends on Mood
Doubtful
Mostly No
7. Do you prefer Fast Food outlets (Snacks/cafes) over Punjabi or Thali restaurants?
8. Which type of Restaurant you tend to select under following situations;
(1) Breakfast
(2) Lunch
(3) Dinner
(4) Week-end
(5) Month End
(6) Party
9. You tend to Dine Out or Home Delivery?
Yes
No
Depends
10. Do you prefer new restaurants or tend to prefer same restaurants?
Mostly Yes
Depends on Mood
Doubtful
Mostly No
11. Are there any suggestions to Restaurants?
CHANGES IN QUESTIONNAIRE AFTER PRE TEST
Subjecting a questionnaire to a pre-test was an excellent learning. There were few important
concerns raised from this designed questionnaire.
1) The question number 3, refers to asking a respondent about their approximate
expenditure on restaurants? As this question didnt have any options, respondents were
confused to answer. Learning from that is, for such questions researcher must furnish
interval scale options.
2) The frequency of visits to Restaurants per week/month etc., should be included in the
questionnaire.
3) Many have said yes that they use website or mobile apps for deciding Restaurant. But
which are these websites/web portals was neither specified in the question nor
respondents voluntarily told. So certain options must be given for this question, helping
us to understand which e-portal the respondents use the most. New restaurant can use this
e portal for promotion.
4) For feedback being an open ended very haphazard responses came. These were
completely hay wire. The question needs to be very specific with regards to feedback in
what area are required by the company.
5) Question No 8 does not provide options for the variables of choice of restaurants. If these
are provided the whole data can be furnished much effectively.
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E:311503-MR/Assignment No. 2