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Nikhilkumar Nair
Enrolment no.
15th July,2015 201500601010082
Research Methodology
Problem Statement
Competition
Switchers
Research Objectives
Research design
Data collection sources
Hypothesis
H0: Customers are not satisfied with the quality of current rice brand.
H1: Customers are satisfied with the quality of current rice brand.
H0: Consumers do not like the aroma of rice that they buy currently.
H1: Consumers do like the aroma of rice that they buy currently.
Sample size
Sample method
Sample unit
Brief summary
Primary objective
Brand switchers
Global leader
Increasing competition
Evolution of various platforms
Analysis
70
60
50
40 62
30
38
20
10
Husbands
wives
Interpretation:
From the above table and graph, it has been identified that from 100 respondents; only
38 are the husbands who make decision to buy rice and the rest i.e. 62 are the
housewives who make decision to buy rice. Therefore, it is very much clear that mostly
housewives play an important role while deciding to buy rice.
Quantity of rice bought
11
9 39
41
Interpretation:
From the above table and graph, it is clear that of the 100 respondents, 39 of them buy
less than 5 kg of rice, 41 buy 5 to 10 kg of rice, 9 buy 10 to 20 kg of rice and 11 buy
above 20 kg of rice. Therefore, we can conclude that majority of the customers do not
like to buy and keep rice in large number (kgs.).
Type of rice that customers buy
45
40
35
30
25
42
20
15 25
10
13 14
5 6
0
Basmati Dubar Tibar Kolam Brown
Interpretation:
From the above table and diagram, we can conclude that consumers who consume
Basmati rice were more than other rice consumers i.e. Basmati (42 respondents),
Dubar (25 respondents), Tibar (13 respondents), Kolam (14 respondents), and
Brown (6 respondents). We can see that very few respondents consume Brown rice.
PLACE FROM WHERE CUSTOMERS BUY RICE
Retail store Super market Wholesale market Others
70
18
1 Others
Wholesale
market
Super market
11
Retail store
Interpretation:
The above chart shows that, of the total respondents who were being surveyed; 11 were
buying rice from Retail store, 70 from Super markets, 18 from Wholesale market, and 1
from others which include Trusts, etc. Thus, we can conclude that most of the
respondents are buying rice from Super market due to fair price, discounts etc.
Customers buy branded or unbranded rice
25
75
Unbranded Branded
Interpretation:
The chart enables us to understand that of the total respondents who were being
surveyed, 25 respondents were buying unbranded rice i.e. not popular and 75
respondents were buying branded rice. Therefore, we can conclude that more than
50% of the respondents buy branded rice.
Reason for buying unbranded rice
12 11
10 9
6 5
0
less costly Easy accessibility Good quality
Interpretation:
The above table shows different reasons why the customer buys an unbranded rice. The
question was not applicable to 75 customers because they buy branded rice. 11 of the
total respondents who buy unbranded rice i.e.25 mentioned that they buy the same due to
easy accessibility. Therefore, we can conclude that most of the respondents who consume
unbranded rice buys the same because it is easy to access the product.
Branded rice that customers buy
25
20
15
22 22
10
17
5 9
5
0
Interpretation:
The above table and graph shows rice brands which the respondents have indicated as
their choice. Of the customers who buy branded rice, highest i.e. 22 respondents buy
India Gate and Daawat. Then other branded rice like Best and Amira at the second
position and Kohinoor at the third position. We can see that very few people buy Fortune
rice i.e. at the forth position
Aware about Fortune rice
50 50
Yes No
Interpretation:
The above table and chart shows the awareness level of the respondents regarding the
existence of the product named Fortune rice. The chart shows that only 50 of the 100
respondents heard about fortune rice which means Fortune rice needs to create more
awareness among the consumers to boost-up sales.
Medium through which customers came to know about
fortune rice
50
45
40
35
30
25
20
15
10
0
Television Newspaper Others
Interpretation:
The question was asked to people who heard about Fortune rice that from
where they came to know about the product. The above table and graph shows
that 43% of the respondents came to know about Fortune rice from Television,
4% from Newspaper and 3% from others i.e. hoardings etc. This question is
not applicable to customers who havent heard about the product. Therefore it
can be assumed that television is the best medium of advertising.
Availability of fortune rice at nearby store
No
Yes
23 24 25 26 27
Interpretation:
The question was asked to those respondents who have heard about
fortune rice that Is easily available at their nearby store? The question
was not applicable to 50% of the respondents because they havent heard
about fortune rice. The graph shows that 24% of the respondents said yes
that they heard about fortune rice and 26% of the respondents said no that
they havent heard about the same.
Visibility of the product at a height
14
12
10
0
yes no
Interpretation:
The question was asked to the respondents that, Was the product at visible height to
access the product that too with people who said that they heard about fortune
product. Of the total respondents i.e. 24 (who heard about the product) 12 respondents
said that the product was at visible height and the remaining 12 said that it was not at
visible height.
Hypothesis Testing
H0: Customers are not satisfied with the quality of current rice brand.
H1: Customers are satisfied with the quality of current rice brand.
One-Sample Test
Test Value = 3
One-Sample Test
Test Value = 3
ANOVA
gender
Sum of
Squares df Mean Square F Sig.
Between Groups
1.047 1 1.047 5.006 .028
Within Groups
15.273 73 .209
Total
16.320 74
Findings