Upload
faizan-ahmed-suhail
View
232
Download
0
Embed Size (px)
Citation preview
8/8/2019 Research on lipton
1/14
8/8/2019 Research on lipton
2/14
PRINCIPLES OF MARKETING
2
8/8/2019 Research on lipton
3/14
PRINCIPLES OF MARKETING
3
Table of ContentsOBSERVATION: .................................................................................................................................................. 4
MY OBSERVATION:........................................................................................................................................ 4
PROBLEM: ......................................................................................................................................................... 4
TYPE OF RESEARCH: .......................................................................................................................................... 4
VARIABLES: ....................................................................................................................................................... 5
CLASSIFICATION OF VARIABLES: ....................................................................................................................... 6
Dependent Variable ...................................................................................................................................... 6
Independent Variable ................................................................................................................................... 6
THEMATIC DIAGRAM ........................................................................................................................................ 7
LOGICAL STATEMENT........................................................................................................................................ 8
TYPE OF INVESTIGATION................................................................................................................................... 8
study settings ................................................................................................................................................ 8
UNIT OF ANALYSIS ............................................................................................................................................ 8
TIME HORIZON .................................................................................................................................................. 8
METHOD SELECTION ......................................................................................................................................... 9
DATA COLLECTION ............................................................................................................................................ 9
SAMPLING TYPE ................................................................................................................................................ 9Non Probability Sampling: ............................................................................................................................ 9
QUESTIONIARE ................................................................................................................................................ 10
MEASUREMENT SCALES: ............................................................................................................................. 10
QUESTIONIARE FOR LIPTON: ...................................................................................................................... 10
FINDINGS ........................................................................................................................................................ 14
SUGESTIONS .................................................................................................................................................... 14
LIMITATIONS ................................................................................................................................................... 14
8/8/2019 Research on lipton
4/14
PRINCIPLES OF MARKETING
4
OBSERVATION:
Before starting any research, we need a purpose of that research which is the problem of any
brand or product needs a solution. For going towards the solution we need to observe in themarket. Problem cannot be identified without observation.
Observation can be observed with human 5 senses:
1. Sense of vision2. Sense of smelling3. Sense of tasting4. Sense of feeling [touch]5. Sense of hearing
MYOBSERVATION:
There is abundance of Lipton mint flavored tea on the shelves of big stores.
PROBLEM:
Why people are not purchasing Lipton mint flavored tea?
TYPE OF RESEARCH:
The Research type is exploratory.
Because the causes and effects are not clear Data is inaccessible but available Available data is not from the credible source.
8/8/2019 Research on lipton
5/14
PRINCIPLES OF MARKETING
5
VARIABLES:
Availability Supply chain Product Cost Margin of profit Customer purchasing power Customer desired value Customer taste Customer awareness 4 Ps Customer brand loyalty Economic cycle Government regulation Currency devaluation Tax tariff Manufacturing Market volume Competition Quality Population Growth Demographic factors International regulation Geographic factors Infrastructure
8/8/2019 Research on lipton
6/14
PRINCIPLES OF MARKETING
6
CLASSIFICATION OF VARIABLES:
DEPENDENTVARIABLE
Sale of the tea.
INDEPENDENTVARIABLE
Price Taste Packaging Advertisement
MODERATING VARIABLES
Customer preferences GST Resources
8/8/2019 Research on lipton
7/14
PRINCIPLES OF MARKETING
7
THEMATIC DIAGRAM
Customers
preference
GST
Resources
8/8/2019 Research on lipton
8/14
PRINCIPLES OF MARKETING
8
LOGICAL STATEMENT
IF the price of Lipton mint tea decrease THEN the sale will Increase.
IF the packaging of Lipton mint tea is in variety THEN the sale will Increase.
IF the taste is good THEN the sale will Increase.
IF the advertisement is proper THEN the sale will Increase.
TYPE OF INVESTIGATION
The investigation type is CORELATIONAL [non causal]
STUDY SETTINGS
The area research is conducted are makro whole sale centre, HKB and Alfatah store in a natural
environment. We selected the people randomly and give them the questionnaire.
The study setting is NON CONTRIVED [NATURAL]
UNIT OF ANALYSIS
Unit of analysis is INDIVIDUAL.
TIME HORIZONTime Horizon is LONGITUDNAL.
TIME is fixed AREA is not fixed
8/8/2019 Research on lipton
9/14
PRINCIPLES OF MARKETING
9
METHOD SELECTION
POPULATION: LAHORE (APPROX 9MILLION)
POPULATION FRAME: HKB GULBERG ALFATAH STOREMAKRO WHOLE SALE CENTRE
SAMPLE: 30 SAMPLES
SUBJECT 30 CONSUMER
DATA COLLECTION
1. Observation:2. Structured Interviews:3. Questionnaires:
Introduction General Questions Specific Questions Counter Questions Personal Information Questions
SAMPLING TYPE
NONPROBABILITYSAMPLING:
In Non probability sampling we have conducted quota sampling.
i. HKBii. Al-fatehiii. Makro
8/8/2019 Research on lipton
10/14
PRINCIPLES OF MARKETING
10
QUESTIONIARE
MEASUREMENTSCALES:
1. Nominal Scale2. Ordinal Scale3. Interval Scale4. Ratio Scale
QUESTIONIAREFORLIPTON:
1. Do you take tea?
2. Which brand do you prefer?
8/8/2019 Research on lipton
11/14
PRINCIPLES OF MARKETING
11
3. Do you use Lipton mint tea?
4. Importance of attribute according to customer
5. In the current level of Govt. regulation, the price of the mint tea is?
Reasonable Not Reasonable
8/8/2019 Research on lipton
12/14
PRINCIPLES OF MARKETING
12
6. The packaging of Lipton mint tea is according to your perceived value?
7. How did you come to know about Lipton Mint tea?
8. What was your reaction towards the commercial of Lipton mint tea?
8/8/2019 Research on lipton
13/14
PRINCIPLES OF MARKETING
13
9. After experiencing the Lipton mint tea, are you satisfy by the taste of it?
8/8/2019 Research on lipton
14/14
14
FINDINGS
1. Advertising is not capturing the target market of Lipton Mint as compared toLipton Tea
2. Taste of Lipton tea is not preferable by the most of the consumers because ofartificial ingredients.
3. Price is adequate (reasonable).4. Packaging is somehow attractive.5. People prefer mint tea in winter season.
SUGESTIONS
1. PUSH & PULL strategy is required there2. Company should identify benefits of mint tea
LIMITATIONS
1. Time constraints2. Financial constraints
***************************
GoodGeneralalways wins the warwithoutwar