CONSUMER PERCEPTION & BRAND POSITIONING OF OPOTATO CHIPS In particular reference to AKIJ FOOD & BEVERAGE

Akij Food & Beverage Ltd.

Submitted to: 1st Supervisor Kohinur Akter 2nd Supervisor Sumon Paul Chowdhury Lecturers BRAC BUSINESS SCHOOL

Submitted by: Shariful Hasanul Huque

ID:02104051

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LetterofTransmittal
May10,2010
Ms.KohinurAkter Lecturer BRACBusinessSchool BRACUniversity. Subject:SubmissionofInternshipReport. DearMadam,

Here is my report on Consumer perception & Brand positioning of OPOTATO chips in particularreferencetoAKIJFOOD&BEVERAGE.
Ithasbeenapleasureaswellasachallengeonmyparttoworkonthisreportthathasenabledmeto knowaboutConsumerperception&BrandpositioningofOPOTATOchips. IwishyouwouldbetokindtoacceptmyInternreportandhelpmetocompletemydegree.

Sincerely, SharifulHasanulHuque

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 Acknowledgement
FirstofallIwouldliketothanktheAllMightyforhelpingandsupportingustosolvetheassignmentin time. I would also like to thank Mr. Shafiqul Islam Tushar ( AGM Brand ),Maidul hossain (Brand Executive),Mainul huq (Brand officer),Tuhin Sultana (Brand officer),Shamol Halder(B.O),Tazul Islam(EventHead),SanaulSikder(E.M.O),andSumitChakrabarty(AMO)&zahidulislam(researchofficer) ofAkijFoodandBeverageLtd.forprovidingmeenoughsupportandguidancetoenrichmyreport.Ialso wanttothankmysupervisorMs.Kohinuraktherwhohashelpedmeinthepreparationofthisreport. Iamalsogratefultomyparentsandallofmyfriendsfortheircontinuoussupportandtoallthosewho haveinsomewaycontributedtothepreparationofthisreport. Last but not the least; I am grateful to all the respondents for patiently furnishing the required information,whichwasneededforsuccessfulcompletionofthisreport.

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ExecutiveSummary
Thisprojectpurporttodecipherthesatisfactionlevelaswellasthepreferencesofconsumer perceptiontothevariousflavorsofOPotatoChipsintheagegroupof1018schoolandcollege going students in Dhaka metropolitan area, Sylhet and Chittagong. Our aim is to analyze the marketabilityandfuturegrowthprospectsofOPotatochips.Itisclearfromthesurveyresults that the most preferred brand is Lays and its acceptability is 42% and followed by Meridian (24%),Bombay(20%),OPotato(6%). Inthissurvey,ourmainobjectivewastoconducttheproducttaste,saltinesslevel,mouthfeel and overall aspect of the chips. In terms of the above parameters overall situation of Spicy Cocktailis is average and Tomato Tango is good. But comparing to Lays the level of improvementisveryinsignificant.Ontheotherhand,theingredientscompositionofCreamy &Veg.Masalaisbelowaverage.MassiveimprovementisrequiredfortheCreamycategory.

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TableofContents CHAPTER1 1.1ObjectivesofThestudy BroadObjective SpecificObjective 1.2ResearchApproach 1.3Methodology 1.4Limitation 8 9 9 7 7

CHAPTER2 2.12.5CompanyOverviewandAnalysis Overview1014 AgeVsPreferredBrand 15 16 17 18 19 20

RespondentsAgeVsFlavor PlaceVsPreferredBrand

CompelstoconsumeVsPreferredBrand

HowoftentoconsumechipsVsProfferedbrand PreferredbrandVsPreferredPrice

SourceofInformationaboutchipsVsPreferredBrand21 CHAPTER3 3.0Findings PreferredChips 22 22

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PreferChipsinaday

PreferredChips Favoriteflavor

23 23 24 24 25 25

Compelstoconsumechips PreferredPrice

Oftentoconsumeinaweek

Sourceofinformationtowardschips

3.1SpicyCocktail ParameterScaling 3.2TomatoTango ParameterScaling 3.3Creamy&Veg.Masala ParameterScaling 30 31 28 29 29 26 27 27

SpicyCocktailPositioning SpicyCocktailRecommendation

TomatoTangoPositioning

TomatoTangoRecommendation

Creamy&Veg.MasalaPositioning

Creamy&Veg.MasalaRecommendation31 PreferOPotatotobuynexttime32 CHAPTER4 4.14.2Recommendationandconclusion Appendix 3561 6263

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3334

Questionnaire

1.1ObjectivesoftheStudy

Mainobjective

Themainobjectiveofthestudyistofindoutthepositioningofdifferent flavoredOPotatoChips.

SpecificObjective

Todeterminetheproductattributesinfluencingpurchasedecisionofchips brands. Tofindoutthepreferredbrand. Toknowwhatcompelstoconsumechips. Toknowthepreferredpriceforchips. Tofindouthowmuchpeoplespendonchipsinaweek. TofindouttheconsumerperceptiontowardsnewlydevelopedOPotato chips.

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1.2ResearchApproach
Datacollectionmethods
Data was collected from candidates using questionnaire. The questionnaire was distributedinschoolandcollegestudents.

MeasurementInstruments
Themeasurementinstrumentisthequestionnairewasatenpointlikertscale. ThedatawasextractedandputinMSExcelandSPSS.Allthefurtheranalysiswasthen carriedoutusingSPSS.
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1.3Methodology

SurveyArea Youth irrespective of sex of different educational institute in Dhaka, Sylhet & Chittagong (School,Coaching&Collegegoingstudents) SurveyMethod:Onetoonesurvey SamplingTechnique:ConvenientSampling SamplingFrame:10to18yearsschool&collegegoingstudents. Samplesize:228RespondentsfromDhaka,Sylhet&Chitagongdistrict. AnalysisTools AssociationmeasuredbyCrosstabulationthroughChisquarestatistic.Andalsousepiechart andbarcharttounderstandtheexactmeasurements.
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1.4Limitations
AmajorlimitationofthestudyisInablindtesttwoormoresampleneededfor thespecificparametertaste(CLTCenterLocationTaste).Buttherewasnochoice tocomparethesampleproductwithotherbrands.Forthatcausesthisresultmay notgiveexacthypothesis. Otherlimitationisthesamplingtechnique.Itwasdoneinarandommannerandno particulartechniquefollowed.

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2.1Company Profile

AkijFoodandBeverageLtd. BringsQualityinLife.
ThehistoryofAkijGroupstretchesbacktolaterpartoftheforties.Initsinfancy,theGroupstartedin humble way with jute trading which was known as the golden fiber of the country, earning highest amountofforeignexchange. AkijGroup'sceaselesseffortswithdynamicmanagementandsupportfromournumerousclientshave led our Group in diversifying its business activities. In the second phase, the Group went into manufacturing handmade cigarettes popularly known as Biris. This sector gave a real boost to the revenue earning of the Group as well as making a substantial contribution to government exchequer. With the passage of time, the Group undertook new ventures and presently there are 15 units of industries under its umbrella like cigarettes, handmade cigarettes, printing & packaging, jute mills, textiles,Handboard,Particleboards,Matches,Zarda,Cement,pharmaceutical,leatherprocessingand realestatebusinessareinoperation,cateringjobsformorethat32,000peopleinvariouscategories. TheGrouphasplansforsettingupmoreprojects.Theprojectsarealreadyinpipeline.Foreigninvestors haveshownkeeninterestinjoiningwithAkijgroupforjointventures.Ihopethatthematterisunder ouractiveconsiderationandwillsoonmature.Thiswillalsohelpthenation'seconomygrowthandwill createjobopportunitiestovariousprofessionals.

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2.2 ProductofAFBL
Akijfood&BeveragelimitedstartedtheirjourneyofficiallyonJuly2006withthreeproductsbutwithin thisfouryearcompanyabletoaddlotofproductsonitsrosters.Theproductswhichareofferingnow bythecompanyaregivenbelow:

Product Category
Cola CloudyLemon ClearLemon EnergyDrink Drinkingwater

BrandName

Size

MOJO Lemu Clemon Speed Spa Frutika

150mlcan,250mlpetandcan, 500mlpet,1literpet,2literpet. 150mlcan,250mlpetandcan, 500mlpet,1literpet,2literpet. 250mlpetandcan500mlpet,1literpet,and2 literpet. 250mlpetandcan 500mlpet,1literpet,2literpet

Juice

(Mango,Redgrape,Red orange)

250mlpet,1liter.

Milk MaltBeverage

FarmFreshUHTmilk WildBrew

litertetrapack. 250mlcan.

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CheekyMonkey CheesePuffs Snacks OPotato

15and30gmFoilpack. 15and30gmFoilpack.

15and30gmFoilpack.

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2.3BusinessPhilosophy
Akij Group diversified their business in Food & Beverage industry because in Bangladesh we have 14 corerspeople.Itislarge marketsize toserveandfoodisrequiredcontinuallyforthepopulation.Akij food&beveragewanttoservequalityfoodfortheirtargetmarket. Inchipsindustry,therearemanylocal&foreigncompanies.Akijwanttobelocaluniquechipsproducer withthesamequalityofforeigncompany.ForthispurposeAFBLproduceschipsforyoungtargetgroup wholiketolivestylislife.MainsloganofAFBLisBringsQualityinLife. AFBLhasitsownmarketing&salesdepartmentinAkijchamber.Thefunctionsofthisdepartmentare verywideanddynamic.Mainfunctionsperformedbythisdepartmentare: Productdevelopment Rawmaterialsourcing Findoutorcreatemarketforitsproduct Pricesetup Packagingdevelopment Developingcommunicationstrategy Preparingsalesforecast Maintainsalesmanagementinthefield Keepingrecordofsalesandstock Collection&analysisofcompetitorsinformation Besidethese,itperformsanumberofactivitiestoconducttheirdaytodaybusiness.Undermarketing &salesdepartment,aBrandteamperformsthekeyroleofrealmarketing. Page|14

2.4Employees

In AFBL Marketing and sales department a number of employees work under Sr. G.M (Marketing & sales).Numbersofemployeesareworkingindifferentpositionsinthe4thfloorofAkijchamber.HereI found: Beside these employees, AFBL has a Sales team working all over the country. Four Regional sales managers control these sales forces. An area sales manager & an area sales officer is engaged to conduct regular sales management for each sales area. They work at the retail outlet with the authorizeddistributors. The actual marketing activities of AFBL are performed by the Brand office under Marketing and sales department. SeniorGeneralManager GeneralManager NationalSalesManager BrandManager Purchaseexecutive Researchexecutive Brandexecutives Brandofficers Eventmanagementofficers.

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2.5AnalysisofData
AgeVsPreferredBrand

Respondents Age * Preferred Brand Cross tabulation Count Bombay Potato Less than 10 Respondents Age 11 to 15 years Above 15 years Total 2 27 16 45 Meridian 1 47 9 57 O'Potato 0 9 5 14 Lays 1 77 18 96 Preferred Brand Cheeky Monkey 0 9 2 11 Cheese Puffs 0 2 0 2 Any others 0 2 1 3 4 173 51 228 Total

Chi-Square Tests Value Pearson Chi-Square N of Valid Cases 12.177a 228 df 12 Asymp. Sig. (2-sided) 0.432

Here 12.177 at df=12(degrees of freedom) and =0.05 level of significance. Since P value (0.432) is greater than i.e. 0.05(95% confidence level), therefore null hypothesis may notrejected.Thisshowsthatthereisnoassociationbetweenrespondentsageandpreferred brandchoice.

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RespondentsAgeVsFlavor
Respondents Age * Preferred Flavor Cross tabulation Count Preferred Flavor Creamy & Veg. Tomato Tango Less than 10 Respondents Age 11 to 15 years Above 15 years Total 2 65 23 90 Spicy Cocktail 1 72 21 94 Masala 1 27 5 33 Others 0 9 2 11 Total 4 173 51 228

Chi-Square Tests Value Pearson Chi-Square N of Valid Cases 2.500a 228 df 6 Asymp. Sig. (2-sided) 0.868

Since P value is greater than i.e.0.05(95%confidencelevel),thereforeweseefromtheabove

tablethereisnoassociationbetweenrespondentsageandpreferredflavor.

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PlaceVsPreferredBrand

Place * Preferred Brand Cross tabulation Count Bombay Potato Sylhet Place Chittagong Dhaka Total 20 7 18 45 Meridian 9 11 37 57 O'Potato 3 0 11 14 Lays 5 16 75 96 Preferred Brand Cheeky Monkey 0 2 9 11 Cheese Puffs 0 0 2 2 Any others 2 0 1 3 Total 39 36 153 228

Chi-Square Tests Value Pearson Chi-Square N of Valid Cases 46.048a 228 df 12 Asymp. Sig. (2-sided) .000

Here 12.177atdf=12(degreesoffreedom)and=0.05levelofsignificance.SinceP value(0.00)islessthani.e.0.05(95%confidencelevel),thereforenullhypothesisisrejected. This shows that there is high association between different Place (Sylhet, Chittagong and Dhaka)andpreferredbrandchoice.

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CompelstoconsumeVsPreferredBrand
Compels to Consume * Preferred Brand Cross tabulation

Count
Bombay Potato Brand Name Quality Compels to Consume Variants Price Any Other Total 5 2 0 45 9 1 2 57 6 32

Preferred Brand Meridian O'Potato 2 43 0 8 5 0 1 14 Lays 7 63 20 3 3 96 Cheeky Monkey 0 9 2 0 0 11 Cheese Puffs 0 2 0 0 0 2 Any others 0 3 0 0 0 3 Total

15 160 41 6 6 228

In Meridian chips 75% people think that it is a quality product and towards Bombay has 71% & Lays has 65%.
Chi-Square Tests Value Pearson Chi-Square N of Valid Cases 17.349a 228 df 24 Asymp. Sig. (2-sided) .833

Since P value is greater than i.e.0.05(95%confidencelevel),thereforethereisnoassociation

betweencompelstoconsumechipsVspreferredbrand.

Here graph shows the respondents behavior towards compels to consume chips.

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HowoftentoConsumechipsVsPreferredbrand
Often to Consume * Preferred Brand Cross tabulation Count Bombay Potato Every day Often to Consume 4-5 times 2-3 times Rarely Total 5 9 20 11 45 Meridian 10 14 20 13 57 O'Potato 5 5 0 4 14 Lays 19 29 27 21 96 Preferred Brand Cheeky Monkey 2 1 2 6 11 Cheese Puffs 1 0 0 1 2 Any others 0 2 1 0 3 Total 42 60 70 56 228

** Red color shows the higher percentage among how often they consume chips in a week.
Chi-Square Tests Value Pearson Chi-Square N of Valid Cases 25.279a 228 df 18 Asymp. Sig. (2-sided) 0.117

Since P value is greater than i.e.0.05(95%confidencelevel),thereforethereisnoassociation

betweencompelstoconsumechipsVspreferredbrand.

Herethegraph showsthe preferred brandsoften toconsumein aweek.

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PreferredbrandVsPreferredPrice
Preferred Price * Preferred Brand Cross tabulation Count Bombay Potato Tk 8 Tk 10 Preferred Price Tk 12 Tk 15 Not considered Total 7 4 6 45 16 7 20 57 3 0 5 14 17 19 39 96 1 2 5 11 0 0 0 2 0 0 3 3 44 32 78 228 2 26 Meridian O'Potato 1 13 0 6 Lays 2 19 Preferred Brand Cheeky Monkey 0 3 Cheese Puffs 1 1 Any others 0 0 Total 6 68

Chi-Square Tests Value Pearson Chi-Square N of Valid Cases 58.743a 228 df 24 Asymp. Sig. (2-sided) .000

Here

58.743atdf=24and=0.05levelofsignificance.SincePvalue(0.00)islessthan

i.e.0.05(95%confidencelevel),thereforethenullhypothesisisrejected.Thisshowsthat thereishighlyassociationamongPriceandBrand.

Thisbarchart showsthe association amongprice &different brands.

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SourceofInformationaboutchipsVsPreferredBrand
Source of Information * Preferred Brand Cross tabulation Count Bombay Potato Advertisement Source of Information Retail shop Suggest from others Others Total 21 13 5 6 45 Meridian O'Potato 26 11 8 12 57 3 5 4 2 14 Lays 34 21 23 18 96 Preferred Brand Cheeky Monkey 5 5 1 0 11 Cheese Puffs 0 0 2 0 2 Any others 0 0 1 2 3 Total 89 55 44 40 228

Chi-Square Tests Value Pearson Chi-Square N of Valid Cases 29.202a 228 df 18 Asymp. Sig. (2-sided) .046

Since P value is less than i.e.0.05(95%confidencelevel),thereforethereisassociationbetween

sourceofinformationandpreferredbrand.

Itisclearthat ineverysector layschipsis aheadfrom othersbrand thanfollowed byMeridian chips.

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3.0FINDINGS
PreferredChips
Thepiechartgivenbelowisclearonthepercentageofpeoplewholikestoeatchips.Outof 228respondents225preferschips.

Fromtheabovepiechartwecanseethatpeoplelikethechipsi.e.theyliketoeatLays,Bombay potato,Meridian,OPotato,etc.

Preferredtimeinaday

Thispiechartshowsthatchipsareeatenbytherespondentmainlyateveningtime.

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MostPreferredChips
Theobjectiveistofindoutthepopularityofthemostpreferredchips.Forthistherespondents wereaskedvariousbrandsofchips.Followingbarchartshowstheirresponses.

IntheabovefigureweseethatpopularityofLaysandthenfollowedbyMeridianandBombay Potatoinasuccession.

Favoriteflavor
Thisobjectiveistofindoutwhichflavorofthechipspeoplelikethemost.

ThisshowsthatmorepeoplelikebothSpicyCocktailandTomatoFlavor.
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Compelstoconsumechips
Thisobjectiveistofindoutwhatcompelsthemtobuychips.

Fromtheabovegraphshowsthatmajorityoftherespondentsbuychipsbecauseofitsquality.

PreferredPrice

Agoodnumberofrespondentssdonotconsiderpricewhentheybuychips.Andfollowedby thegroupwhopreferstobuychipsatTk10.

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Oftentoconsumeinaweek

Itseemsthatrespondenteatchipsatveryalternativedays.

Sourceofinformationtowardschips
Thisobjectiveisconcernedwiththesourceofinformationregardingdifferentchips.

HereadvertisementishavingaLionsharewhileothersisleastshare.

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3.1SpicyCocktail
Taste SaltinessLevel

**30%showsscoreat8. Mouthfeel

**28%showsscoreat8. Overall

**28%showsscoreat10i.e.isexcellent.

**28%showsscoreat8.

Fromtheabovefigureswefoundthattaste,saltinesslevelandoverallcategoryofSpicycocktail isgoodbutnotexcellent.Ifweconsiderthemouthfeelingthechipsisinexcellentposition.

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SpicyCocktailPositioning

Note:Intheabovegraphweonly consideredthe MODEvalue(Maximumfavorableoutcome)of therespondentsgroup.

Recommendation:
Ingredientswerentuptothemark.Itshouldbeimproved. ComparingtoLayschips,saltinesslevelshouldbeimproved.

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3.2TomatoTango
Taste SaltinessLevel

**32%showsscoreat10i.e.excellent. Mouthfeel

**29%showsscoreat10. Overall

**28%showsscoreat9.

**35%showsscoreat9i.e.good.

OverallsituationoftheTomatoTangoflavorisgoodoryoucansayanexcellentposition.
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TomatoTangoPositioning

Note:IntheabovegraphweonlyconsideredtheMODEvalueoftherespondentsgroup.

Recommendation:
OverallsituationofTomatoTangoisgood.ButcomparingtoLaysthelevelof improvementisveryinsignificant.

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 3.3Creamy&Veg.Masala
Taste SaltinessLevel

**20%showsscoreat6i.e.notsogood. Mouthfeel

**20%showsscoreat5i.e.poor. Overall

**21%showsscoreat7.

**23%showsscoreat8i.e.average.

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Fromtheabovefiguresitisclearthattaste,saltinesslevelandMouthfeelcategoryofCreamy &Veg.Masalasqualityisaverageoryoucanmarkitasbelowaverage.

Creamy&Veg.MasalaPositioning

Note:IntheabovegraphweonlyconsideredtheMODEvalueoftherespondentsgroup.

Recommendation:
The ingredients composition of Creamy & Veg. Masala is below average. MassiveimprovementisrequiredfortheCreamycategory. ItshouldbedevelopedbycomparingtoLays.

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 PreferOPotatotobuynexttime

Overall positive response after having tasted Tomato Tango & Spicy Cocktail flavor and the negativeresponsecomingtowardsCreamy&Veg.Masala.

Belowthecrosstableshowsthepercentagethatwhoprefernexttimetobuythechipsinthe market.
Variants of the Chips * Prefer next time to buy Cross tabulation Count Prefer next time to buy Yes Variants of the Chips Spicy Tomato Creamy 73% 79% 61% No 2% 4% 4% Can't say Total 52 52 49

25%
16%

35%

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EspeciallyinCreamy&Veg.Masalacategory,39%oftherespondentswhotesttheflavorthey arenotinterestedtobuytheproductnexttimeinthemarket.AndalsoforSpicycategory27% respondentsshowsthesameresponse.

4.1OverallRecommendation
TheingredientscompositionshouldbedevelopedbycomparingtoLays.

RecommendationforSpicyCocktail:
Ingredientswerentuptothemark.Itshouldbeimproved. ComparingtoLayschips,saltinesslevelshouldbeimproved.

RecommendationforTomatoTango:
OverallsituationofTomatoTangoisgood.ButcomparingtoLaysthelevelof improvementisveryinsignificant.

RecommendationforCreamy&Veg.Masala:
TheingredientscompositionofCreamy&Veg.Masalaisbelowaverage. MassiveimprovementisrequiredfortheCreamycategory.
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ItshouldbedevelopedbycomparingtoLays.

4.2CONCLUSION
Throughoutmyinternshipperiod,Igainedalotofvaluableknowledgeregardingtheoperation oftheentirefood&beverageindustry.ThecompanyAKIJFOOD&BEVERAGELTD(AFBL)lately cameinthebusiness,andhasalreadyachievedaflourishingstatewithsomeofitsbrands.Iam highly obliged for being a part of this venture, and understanding their business policies, operational structure, strategy formulation and implementations. The comprehension gained from the marketing activities of AFBL enhanced my knowledge portfolio to a greater extent. TheBranddepartmentofAFBLcontributesintensiveeffortregardingthebrandbuildingofthe products. The reflection of the efforts could be seen from the strategic marketing/communicational theme and USPs of brands like OPOTATO, MOJO, SPEED, FRUTIKA,CLEMONetc.ThepaceatwhichAFBLiscurrentlyaccelerating,willundoubtedlylead thecompanytothepeakofsuccesswheremajorityofthemarketshareswillbewithholdby thebrandsofAFBL.Iwillbeconcludingmyresearchreportbystatingthat,beingabletowork
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withacompanywhichisinthegrowthstageoftheorganizationallifecycle(OLC),enabledme tocaptivatedabundleofpracticalknowledgewhichwillturnouttobeagreatsupportformy futurestrategyformulationsandimplementationsachievements.

Appendix Dhaka
PreferredChips Thereasonsforthepopularityofthemostpreferredchips.Forthistherespondentswereasked variousbrandsofchips.Followingpiechartshowstheirresponses.

IntheabovepiechartwecanseethepopularityofLaysinDhaka.

Favoriteflavor

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ThisobjectiveistofindoutwhichflavorofthechipspeopleliketheMost.

ThisshowsthatpeoplelikebothTomatoTango&SpicyCocktailflavorinDhaka. Compelstoconsumechips Thisobjectiveistofindoutwhatcompelsthemtobuychips.

Fromtheabovegraphshowsthatmajorityoftherespondentsbuychipsbecauseofitsquality. PreferredPrice

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 Amajorpercentageofrespondentsdoesntconsidertheprice.

Oftentoconsumeinaweek

Itseemsthatrespondenteatchipsatveryalternativedays.
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SpicyCocktail
Taste SaltinessLevel

**33%showsscoreat10.

**25%showsscoreat8.

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Mouthfeel

Overall

**33%showsscoreat10i.e.isexcellent.

**31%showsscoreat8.

SpicyCocktailPositioninginDhaka

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Note: In the above graph we considered the MODE (maximum favorable outcome) of the respondentsgroup.

TomatoTango
Taste SaltinessLevel

**33%showsscoreat9.

**44%showsscoreat10.

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Mouthfeel

Overall

**29%showsscoreat29i.e.isoverallgood.

**36%showsscoreat9.

TomatoTangoPositioninginDhaka

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Note:IntheabovegraphweconsideredtheMODEvalueoftherespondentsgroup.

Creamy&Veg.Masala

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Taste

SaltinessLevel

**27%showsscoreat5i.e.belowaverageintaste.

**26%showsscoreat5itshowsbelowavg.insaltiness level. Overall

Mouthfeel

**25%showsscoreat7i.e.isaveragequality.

**21%showsscoreat7.

Creamy&Veg.MasalaPositioninginDhaka

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Note:IntheabovegraphweconsideredtheMODEoftherespondentsgroup.

Sourceofinformationtowardschips
Thisobjectiveisconcernedwiththesourceofinformationregardingdifferentchips.

Hereadvertisementishavingagoodsharealmost33%.

Sylhet
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PreferredChips
Thereasonsforthepopularityofthemostpreferredchips.Forthistherespondentswereasked variousbrandsofchips.Followingpiechartshowstheirresponses.

IntheabovepiechartwecanseethepopularityofBombayPotatoinSylhet.

Favoriteflavor
ThisobjectiveistofindoutwhichflavorofthechipspeopleliketheMost.

ThisshowsthatmorepeoplelikeSpicyCocktailinSylhet.

Compelstoconsumechips
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Thisobjectiveistofindoutwhatcompelsthemtobuychips.

Fromtheabovegraphshowsthatmajorityoftherespondentsbuychipsbecauseofitsquality.

PreferredPrice

AgoodnumberofrespondentgroupprefertobuychipsatTk10.

Oftentoconsumeinaweek

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Itseemsthatrespondenteatchipsatveryalternativedays.

SpicyCocktail
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Taste

SaltinessLevel

**47%showsscoreat8.

**28%showsscoreat10.

Mouthfeel

Overall

**31%showsscoreat10.

**45%showsscoreat8.

SpicyCocktailPositioninginSylhet
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Note:IntheabovegraphweonlyconsideredtheMODE(maximumfavorableoutcome)ofthe respondentsgroup.

TomatoTango
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 Taste SaltinessLevel

**33%showsscoreat10.

**26%showsscoreat10.

Mouthfeel

Overall

**29%showsscoreat10.

**38%showsscoreat9.

TomatoTangoPositioninginSylhet
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Note:IntheabovegraphonlyconsideredtheMODEoftherespondentsgroup.

Creamy&Veg.Masala

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Taste

SaltinessLevel

**25%showsscoreat6.

**21%showsscoreat8.

Mouthfeel

Overall

**23%showsscoreat8.

**26%showsscoreat8.

Creamy&Veg.MasalaPositioninginSylhet

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Note:IntheabovegraphonlyconsideredtheMODEoftherespondentsgroup.

Sourceofinformationtowardschips
Thisobjectiveisconcernedwiththesourceofinformationregardingdifferentchips.

Hereadvertisementishavingagoodsharewhileothersisleastshare.

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Chittagong
PreferredChips
Thereasonsforthepopularityofthemostpreferredchips.Forthistherespondentswereasked variousbrandsofchips.Followingpiechartshowstheirresponses.

IntheabovepiechartwecanseethepopularityofBombayPotatoinChittagong.

Favoriteflavor
ThisobjectiveistofindoutwhichflavorofthechipspeopleliketheMost.

ThisshowsthatmorepeoplelikeSpicyCocktailinChittagong.And0%showsothers.
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Compelstoconsumechips
Thisobjectiveistofindoutwhatcompelsthemtobuychips.

Fromtheabovegraphshowsthatmajorityoftherespondentsbuychipsbecauseofitsquality.

PreferredPrice

A good number of respondents like to prefer buy chips at Tk 10. And graph shows no one preferstobuyatTk8.
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Oftentoconsumeinaweek

Itseemsthatrespondenteatchipsatveryalternativedays.
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SpicyCocktail
Taste SaltinessLevel

**36%showsscoreat8.

**33%showsscoreat5.

Mouthfeel

Overall

**39%showsscoreat7.

**30%showsscoreat9.

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SpicyCocktailPositioninginChittagong

Note: In the above graph we considered the MODE (maximum favorable outcome) of the respondentsgroup.

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TomatoTango
Taste SaltinessLevel

**39%showsscoreat10.

**25%showsscoreat8.

Mouthfeel

Overall

**30%showsscoreat8.

**42%showsscoreat10.

Variationfoundinrespondentperceptionaboutsaltinesslevel.
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TomatoTangoPositioninginChittagong

Note:IntheabovegraphweconsideredtheMODEoftherespondentsgroup.

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Creamy&Veg.Masala
Taste SaltinessLevel

**25%showsscoreat8.

**22%showsscoreat5.

Mouthfeel

Overall

**28%showsscoreat7.

**30%showsscoreat8.

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Creamy&Veg.MasalaPositioninginChittagong

Note:IntheabovegraphweconsideredtheMODEoftherespondentsgroup.

Sourceofinformationtowardschips
Thisobjectiveisconcernedwiththesourceofinformationregardingdifferentchips.

Hereadvertisementishavingagoodsharewhileothersisleastshare.
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Questionnaire
PleasefilluptheformforamarketsurveyonChips.
Age: <10 1115 Above15 Gender:MaleFemalePlace...

Q1.DoyoupreferChips?

Yes

No

Q2.WhendoyoupreferChipsinaday? Q3.WhichChipsdoyouprefer? CheesePuffs Anyothers Q4.Whichflavordoyoulikemost? TomatoTango SpicyCocktail Creamy&Veg.Masala Others Bombaypotato Meridian OPotato Lays CheekyMonkey Morning Afternoon Evening Night

Q5.Whatcompelsyoutoconsumeit? Brandname Quality Variants Price AnyOther

Q6.Whatpriceyouprefermost? Tk.8 Tk.10 Tk.12 Tk.15 Notconsidered

Q7.Howoftenyouconsumeitinaweek? Everyday 45times 23times Rarely Never

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Variants
1. Taste

2. Saltinesslevel

3. Mouthfeel

4. Overall

Q9.Whatisyoursourceofinformationaboutthechipsbrand? Advertisement RetailShop Suggestfromothers Othersspecify

10.Doyoupreferit(OP)tobuynexttimeinthemarket? Yes No Cantsay

Thankyouforyourvaluabletimetous

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