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Acknowledgement
We have taken efforts in this project. However, it
would not have been possible without the kind support
and help of many individuals and organizations. I would
like to extend my sincere thanks to all of them.
We are highly indebted to Prof. Shamina Ansari for
her guidance and constant supervision as well as for
providing necessary information regarding the project &
also for their support in completing the project.
We would like to express our gratitude towards
faculties and other members of K. S. SCHOOL OF
BUSINESS MANAGEMENT for their kind co-operation
and encouragement which help us in completion of this
project.
Our thanks and appreciations also go to people who
have willingly helped us out with their abilities.
PREFACE
As a part of the MBA Curriculum and in order to
gain practical knowledge in the field of management, we
are required to make a report on non-stick cookware.
The basic objective behind doing this project report is to
get knowledge of different tools of marketing.
In this project report we have included various
concepts, effects and implications regarding Market of
non-stick cookware.
Doing this project report helped us to enhance our
knowledge regarding the work into the non-stick
cookware market. We doing undergo many experiences
related with our topic concepts. Through this report we
come to know about importance of team work and role of
devotion towards the work.
Certificate
This is to certify that members of group h OF S. Y.
B. B. A. of K. S. SCHOOL OF BUSINESS
MANAGEMENT has successfully completed A PROJECT
REPORT
ON
UNDERSTANDING
MARKET
RESEARCCH PROCESS for academic year 2014 2015
and has submitted to the institute.
Date of Submission: 1st APRIL, 2015
Project Guide:Prof. Shamina Ansari
No.
Roll No.
Name
1.
2087
Hardik
2.
2103
Sanjay
3.
2117
Ruksar
4.
2121
Ayushi
5.
2123
Shailesh
6.
2125
Foram
7.
2164
Priyanka
8.
2166
Neha
9.
2168
Prachi
Index
Sr. No.
Particulars
1.
Problem Definition
- Research Objectives
- Research Questions
2.
3.
4.
5.
6.
7.
Suggestions or Marketing
Implications
Appendix Questionnaire for end users
Questionnaire for Retailers/Dealers
Page No.
M Money motives.
A All consumers must be satisfied.
R Risk must be minimized.
K Keep an eye on market position.
E Easy availability of product.
T Thoughtfully decision making.
I Importance of Advertisement.
N Need changes all the time.
G Generation of new idea.
RESEARCH OBJECTIVES:
To find out competitive presence and consumer preference.
To find out the specific customer need, buying behaviors, usage patterns,
preferences, etc.
To track awareness of different brands among the respondents.
To analyze the various factors considered by the customers while buying
the Non-stick cookware.
To identify areas of satisfaction and dissatisfaction with Non-stick
cookware.
DATA SOURCES:
The researcher can gather Primary data, Secondary data or both.
Primary data are data freshly gathered data for a specific purpose or for a
specific research project.
Secondary data are data that were collected for another purpose, and already
exist somewhere.
RESEARCH APPROACHES:
Primary data can be collected in five ways:
Through Observation
Focus groups
Survey
Behavioral data
Experiments
We have selected Survey as our research approach for Branded Non-stick
cookware.
RESEARCH INSTRUMENT:
There are three main research instruments in collecting primary data:
Questionnaires
Qualitative Measures
TechnologicalDevices
We have selected Questionnaires as our Research instrument.
SAMPLING PLAN:
After deciding on the research approach and instruments, the marketing
researcher must design a sampling plan. This calls for three decisions:
Sampling unit:Who should we survey?
We have targeted People as well as Dealers of Branded Non-stick cookware of
Ahmedabad.
CONTACT METHODS:
Once a Sampling plan has been determined the marketing researcher must
decide how the information should be collected through Mail, Telephone,
Personal and Online Interview.
Our Survey based on Personal contact because Personal Interview is the most
versatile method. The Interviewer can ask more questions to respondents.
facing
by
management.
They
are
considering
ways
1.
User
Non user
Total
378
122
500
24%
76%
User
Non user
In this chart, 500 people surveyed are divided into users and non users of non stick cookware.
Out of 500 people, 76% are users of non stick cookware. Remaining 24% are non users of
non stick cookware.
2.
Male
User
Non-user
Total
Female
Total
17
361
378
26
96
122
43
457
500
500
450
400
350
300
250
200
150
100
50
0
Male
Female
From above chart we have bifurcated all of 500 people surveyed into gender. In which 9% are
male and 91% are female.
Occupation
Salaried
Employee
Business
Self - Employed
Housewife
Other
Total
User
36
Non-user
31
Total
67
26
38
232
46
378
27
25
16
23
122
53
63
248
69
500
AGE
Below-25
26-35
12%
35%
26%
27%
3.
36-45
Avove-46
Age
Below 25 Years
26-35 Years
36-45 Years
Above 46 Years
Total
3.
User
141
114
97
26
378
Non-user
36
19
32
35
122
Total
177
133
129
61
500
Income
Below 10000
10000-30000
30000-50000
50000 & Above
Total
User
Non-User
43
104
101
130
378
23
48
33
18
122
Total
66
152
134
148
500
250
200
150
100
User
50
Non-user
4.
O
th
er
H
ou
se
wi
fe
Em
pl
oy
ed
Bu
si
ne
ss
Se
lf
-
Sa
la
rie
d
Em
pl
oy
ee
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Non-User
Ab
ov
e
&
50
00
0
10
00
030
00
0
30
00
050
00
0
Be
lo
w
10
00
0
User
Section-A
1.
Brand name
Prestige
Futura
Nirlep
Swiss diamond
Other
Aware
297
138
90
61
17
Aware
350
300
250
200
150
100
50
0
Prestige
Futura
Nirlep
Swiss diamond
Other
Brand name
2.
Type
Tava
Frying pans
Deep-fry pans
Stew pots
Pans with glass lid
Ues
223
142
95
67
47
Types
Tava
Frying pans
8% 0%
Deep-fry pans
12%
39%
Stew pots
Pans with glass lid
16%
other
25%
People are using different types of non stick cookware in which 39% are
using tava,25% are using frying pans,16% are using deep fry pans,12%
are using stew pots and 8 % are using pans with lid.
3.
Brand name
Prestige
Futura
Nirlep
Swiss diamond
Other
User
228
69
44
28
9
7%2%
Prestige
12%
Futura
Nirlep
18%
60%
Swiss diamond
Other
As per survey, 60% of people are using prestige 18% are using futura 12%
are using nirlep
8% are using futura and 2% of people are using local brands such as
surya , butterfly anjli, pigeon,nakshatra,tirupati and dilash.
4.
Brand Name
Price
Prestige
Futura
Nirlep
Swiss diamond
Other
Total
11
9
4
9
5
38
Qualit
y
153
36
24
5
2
220
Brand
Name
51
18
13
7
2
91
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Attractiv
e design
13
6
3
7
0
29
Other
0
0
0
0
0
0
total
228
69
44
28
9
378
Other
Swiss diamond
Nirlep
Futura
ot
he
r
e
am
N
Br
an
d
Pr
ic
e
Prestige
This chart shows that people are choosing different brands of non stick cookware on different
bases such as price, quality,brand name,attractive design.highest people has considered the
quality for selection of brand.
5.
Different bases
Frequency
Price
Qualit
y
220
38
Brand
Name
91
Attractiv
e design
29
Other
frequency
8% 10%
Price
Quality
Brand Name
24%
Attractive design
other
58%
6.
Brand
Yes
no
Total
Prestige
Futura
Nirlep
Swiss diamond
Other
Total
39
21
16
9
2
87
189
48
28
19
7
291
228
69
44
28
9
378
200
180
160
140
120
Yes
100
no
80
60
40
20
0
Prestige
Futura
23%
yes
no
77%
77% people are saying that they have no specific feature in the brand they are using and 23%
are saying that they have specific feature such as durability, appearance, forwardness,
efficiency etc.
7.
Brand Name
Prestige
Futura
Nirlep
Swiss diamond
Other
Total
Less
than 1
Years
44
23
7
6
1
81
Less than
2 Years
2 to 5
year
47
13
18
13
5
96
78
18
9
4
3
112
5 year
or
more
59
15
10
5
0
89
Total
228
69
44
28
9
378
100%
90%
80%
70%
60%
5 year or more
50%
2 to 5 year
40%
30%
20%
10%
O
th
er
irl
ep
N
Pr
es
tig
e
0%
8.
Period of
Usage
Total
Less than
1 Years
81
Less than
2 Years
96
2 to 5
year
112
5 year or
more
89
Total
378
24%
21%
21% people are using non stick cookware less than 1 year,25% are using it less than 2
year,30% are using it from 2 to 5 year and 24% are using it from 5 years or more.
7)
Brand Name
Advertiseme
nt
Society
E-media
Othe
r
Total
Prestige
Futura
Nirlep
Swiss
diamond
Other
Total
149
32
14
11
52
28
23
4
27
9
7
13
0
0
0
0
228
69
44
28
7
213
0
107
2
58
0
0
9
378
100%
90%
80%
70%
60%
Other
50%
E-media
40%
Society
30%
Advertisement
20%
10%
9.
O
th
er
irl
ep
N
Pr
es
tig
e
0%
Media
Advertise
ment
213
Total
Society
E-media
107
58
Oth
er
0
Tota
l
378
15%
Advertisement
28%
56%
Society
E-media
Other
People are knowing non stick cookware from different media such as advertisement,society,emedia. Advertisement is popular media among the people for awareness of non stick
cookware.
10.
Brand
Name
Prestige
Futura
Nirlep
Swiss
diamond
Other
Total
Local
store
Online
Oth
er
Tota
l
94
34
32
3
Brande
d
outlet
82
26
8
10
49
9
4
15
3
0
0
0
228
69
44
28
9
172
0
126
0
77
0
3
9
378
100%
90%
80%
70%
60%
Other
50%
Online
40%
Branded outlet
30%
Local store
20%
10%
11.
O
th
er
irl
ep
N
Pr
es
tig
e
0%
Brand Name
Total
Local
store
172
Branded
outlet
126
Online
Other
Total
77
378
23%
Local store
Branded outlet
50%
Online
Other
17%
Total
0% 10%
20%
1%
46%
Local store
Branded outlet
33%
Online
Other
46% are buying non stick cookware from local store.33% prefer branded outlet for purchase
of non stick cookware,while 20% prefer online purchasing and 1 % consider other option for
it.
12.
Brand
Yes
No
Total
Prestige
Futura
Nirlep
Swiss diamond
Other
Total
218
60
39
21
4
341
10
9
5
7
5
37
228
69
44
28
9
378
100%
90%
80%
70%
60%
No
50%
Yes
40%
30%
20%
10%
0%
Prestige
Futura
Highest people are satisfied with particular brand that they are using but there are also some
people who are not satisfied with the brand.
13.
Satisfaction
level
Price
Quality
Design
Features
Availability
Brand
Name
Promotion
strongl
y
69
158
115
112
128
188
agree
neutral
disagree
147
140
154
168
146
118
126
65
90
65
74
54
32
15
12
18
17
14
Strongly
disagree
4
0
7
5
13
4
112
132
85
30
19
strongly
agree
neutral
disagree
pr
om
ot
io
n
Av
ai
la
bi
lit
y
Strongly disagree
D
es
ig
n
Pr
ic
e
200
180
160
140
120
100
80
60
40
20
0
We can see the satisfaction level of consumers for different brands of non stick cookware on
different bases.
14.
Brand
Yes
No
Total
Prestige
Futura
Nirlep
Swiss diamond
Other
Total
173
46
32
19
3
273
55
23
12
9
6
105
228
69
44
28
9
378
100%
90%
80%
70%
60%
No
50%
Yes
40%
30%
20%
10%
0%
Prestige
Futura
15.
Brand
Yes
No
Total
Prestige
Futura
Nirlep
Swiss diamond
Other
Total
150
18
12
18
2
200
78
51
32
10
7
178
228
69
44
28
9
378
100%
90%
80%
70%
60%
No
50%
Yes
40%
30%
20%
10%
0%
Prestige
Futura
16.
Brand
Yes
No
Total
Prestige
Futura
Nirlep
Swiss diamond
Other
Total
124
11
9
9
1
154
26
7
3
9
1
46
150
18
12
18
2
200
100%
90%
80%
70%
60%
No
50%
Yes
40%
30%
20%
10%
0%
Prestige
Futura
SECTION B
Price
5
19
24
Male
Female
Total
Not aware
0
7
7
Not available
0
0
0
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Not interested
21
70
91
Female
ot
in
te
re
st
ed
N
ot
av
ai
la
bl
e
N
ot
aw
ar
e
N
Pr
ic
e
Male
Total
26
96
122
Male
Female
Total
Yes
19
33
52
No
7
63
70
Total
26
96
122
100%
90%
80%
70%
60%
Female
50%
Male
40%
30%
20%
10%
0%
Yes
No
Prestige
Futura
Nirlep
Swiss Diamond
Total
Male
6
5
7
1
19
Female
24
4
4
1
33
Total
30
9
11
2
52
100%
90%
80%
70%
60%
Female
50%
Male
40%
30%
20%
10%
0%
Prestige
Futura