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METHODS IN BUSINESS RESEARCH

SUBMITTED TO: SIR FARAZ RIZWAN

SUBMITTED BY:

 MUHMMAD ZAREEF  MUHAMMAD ANAS ALI  SHABBIR AHMED  MUHAMMAD KHALID


DATED: MAY, 2011

EXECUTIVE SUMMARY
This report is our final project for a course of MBA naming Methods in Business Research. The requirement of the report was to know about the failure of one products and the perception of general public about that product. In this report we compare two main dairy milk Products naming Nestle & Haleeb.

DESCRIPTION OF THE REPORT


We have divided this thesis into following 5 chapters: Chapter # 1- This part consists of an in-depth literature review and details about the Haleeb Company.

Chapter # 2- This chapter explains the methodology of the thesis, giving information about the respondents, sample size, and the questionnaire designed.

Chapter # 3- This gives complete analytical description of Demographical as well as Geographical Analysis.

Chapter # 4- This gives results and an in-depth analysis of the answers given by the respondents to each question.

Chapter # 5- This final part concludes the findings of the survey and validates the hypothesis and states the conclusion of the thesis.

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TABLE OF CONTENT
S NO 1 2 PARTICULARS Chapter # 1 (Literature Survey) Company Profile Factory Information Vision Statement Mission Statement Company Profile inDetail International Certification The Company & its operations Marketing Mix Micro Economic Environment Competitive Environment Rivals/ Competitors Product Quality Packaging & Labeling Integrated Marketing Communication SWOT Analysis PEST Analysis Chapter # 2 (Methodology & Questionnaire Design) Methodology of Thesis Sample Size Questionnaire Chapter # 3 (Demographical & Geographical Review) Education Review Age Review Gender Marital Status Occupation Salary Residential Area Chapter # 4 (Research Results & Analysis) Chapter # 5 (Conclusion) PAGE NO

3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24

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CHAPTER# 1
|LITERATURE SURVEY}

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COMPANY PROFILE
Basic Information
Company Name: Business Type: Product/Service (We Sell): Address: Number of Employees: Company Website URL: 135 Ferozepur Road Above 1000 People http://www.haleebfoods.com Haleeb Foods Limited Manufacturer

UHT Milk, Butter, SMP, FCMP, Pure Juices, Juice Drinks

Ownership & Capital

Year Established: Ownership Type: Legal Representative/Business Owner:

1983 Corporation/Limited Liability Company Mr. Suleman Daud

Trade & Market


North America South America Eastern Europe Southeast Asia Africa Oceania Mid East Eastern Asia Above US$100 Million 1% - 10% US$50 Million - US$100 Million

Main Markets:

Total Annual Sales Volume: Export Percentage: Total Annual Purchase Volume:

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Factory Information
Factory Size: QA/QC: No. of Production Lines: No. of R&D Staff: No. of QC Staff: Management Certification: Contract Manufacturing: Above 100,000 square meters In House Above 10 11 - 20 People 91 - 100 People HACCP ISO 9001:2000 ISO 14001:2004 OEM Service Offered

COMPANY MISSION:
Build Branded food business to improve quality of life by offering tasty, affordable and highly nutritional products to our consumers while maximizing stake holders' value

COMPANY VISION:
Most Innovative and fastest growing food company offering products enjoyed in "every home every day"

COMPANY PROFILE IN DETAIL


Building an excellent reputation over the years, Haleeb Foods continues to be at the forefront of product and packaging innovation. By the grace of God, it has achieved market leadership in several food categories with a very strong portfolio, consisting of leading national and international brands Haleeb, Candia, Dairy Queen, Tea Max, Skimz, Tropico and Good Day. Apart from its extensive nationwide distribution networks, Haleeb Foods is also serving several export markets including South Korea, Bangladesh, Afghanistan and the Central Asian states. Haleeb Foods has the distinction of being the first company in Pakistan to use Tetra Paks novel packaging formats, Tetra Brick Aseptic (TBA) and Tetra Fino Aseptic (TFA). Haleeb Foods has also introduced a number of unique products previously unknown to the Pakistani market, like Haleeb Labban, delicious traditional lassi (buttermilk) prepared with pure thick milk and yogurt, Candia Tea Max, cardamom flavored tea whitener, Candia milk, packed in distinctive food grade plastic bottle, and Haleeb Good Day, 100% pure and natural fruit juice, free of added sugar, artificial flavors and preservatives. All this and more makes Haleeb Foods Pakistans number 1 and fastest growing packaged Food Company. As of fiscal 2006, its annual turnover is Rs.9 Billion.

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INTERNATIONAL CERTIFICATIONS
Haleeb Foods products are made with great care, and marked with our quality seal of recognition. We are the only dairy company in Pakistan that undertakes 21 rigorous quality control tests on every portion of the milk collected by our teams. These internationally recognized tests are used to check for: a) adulteration, b) microbiological contamination and c) adequacy of nutritional contents. All processes, from preparation to quality assurance to packaging, are undertaken employing state-of-the-art technology and equipment. Therefore, we take great pride in the fact that Haleeb Foods is the only food company in Pakistan that has the following international certifications of quality and prestige: HACCP (in process controls for safer products) ISO 9002 (better quality for greater customer satisfaction) ISO 14000 (environment-friendly operations)

THE COMPANY & ITS OPERATIONS


Haleeb Foods Limited (Formerly CDL Foods Limited was founded in 1984 with a capacity of 80,000/litres per day having total area of 32 acres. Initially 150 people were employed at the plant. The production process started with UHT (ultra high treatment) liquid milk. The liquid milk was the first product launched in the market, it started its operation in 1985 at that time 20 other dairy plants were also coming in, and all those including MILK PAK were using obsolete technology that was used in EUROPE. Haleeb plant was the only plant based on the latest technology and the basic idea behind that was providing consumer quality packaged food particularly dairy Foods products. Haleeb is one brand that is today known everywhere. It is principally engaged in processing and sale of toned milk, milk powder, allied dairy products and fruit juices. Haleeb Foods Limited (Formerly CDL Foods Limited) is one of the Pakistan based company with a burning passion to take on the international market. In the clutter of multinational the company has a distinguished place. The name of Haleeb foods limited is synonymous with best quality foods products. Haleeb Foods Limited (Formerly CDL Foods Limited) is a fast growing food products company. Having doubled its turnover in the last four years, the company has a turnover of Rs.4 billion presently. The company also operates as a franchise of Candia Cadillac of France. HFL has a state of the art milk processing facility situated at 62-KM Multan Road, Near Bhai Pheru, and has a team of more than 700 exceptional individuals to support its operations. The head office of HFL is located in the evergreen city of Lahore at 135Ferozepur Road. HFL is producing a number of food products both for consumers and industrial users.

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HFL is the first food company and so far the only dairy company in Pakistan to get ISO 9002 Certification - a Quality Management System. While adhering to this Quality Management System, the company is committed to strict quality standards in all its operations - from the collection of milk to the provision of hygienically processed nutritious products to its customers. The company follows the philosophy of delighting the customers ". The company treats them as partners and keep channel of communication open with them. The company has succeeded in this by continuously improving the quality of its products and by satisfying the needs of its customers. The company believes in creating and sustaining an environment, which encourages learning and empowerment and these in turn help strengthen the quality culture across the business. Haleeb Foods Limited has got the honor to launch sterilized milk for the first time in Pakistan. Also the credit for launching the milk in tetra fino packaging, for the first time in Pakistan, goes to Haleeb Foods Limited. In keeping with the company's commitment towards product diversification and to provide a wide range of quality food products to our valued customers, the name of CDL Foods Limited has been changed to Haleeb Foods Limited with effect from February, 2004. Haleeb Foods Limited is now turning from the dairies based company to food-based company and that was the basic idea behind changing the name of the company. Products are sold to the consumers through a nation wide distribution network under several strong international as well as popular national brands. Haleeb consistent doubledigit sales growth has helped it to achieve dominant market leader ship in major food services. Haleeb Foods Functional Organization Structure Haleeb is a public limited company managed by a board of directors who has vested the control of company operations to Managing Director (MD). Haleeb is an organization run by a team of professionals headed by a team of professionals. It has 17 departments successfully running their operations. The Functional Organization Structure has the following details: Chairman / Board of Directors Managing Director Human Resources (HRD) Accounts & Finance (A&F) Marketing (MKT)

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Sales (SALE) Supply Chain (SC) Operations (OPR) Quality Assurance (QAD) Research & Development (R&D) Finance Department (FD) Information System (IT) Technical Department (TD)

MARKETING MIX
The marketing mix covers all the aspects which play an important role in the physical appearance, affordability and the way a product is placed in front of the consumer. It helps in building an image which would in the end help the company to capture huge market share. y

PRODUCT:

There are a lot of products which are being manufactured by the Haleeb Foods but we are only considering two products;

A. HALEEB MILK
The first product is a diary item. The product was first designed to capture two types of markets which are for drinking and tea purpose. After few years the company realized that Haleeb Milk is getting famous for tea market so its better to launch a new brand for drinking purpose.

B. CANDIA MILK
After realizing that they need a new brand to capture market of milk for drinking purpose. Here they know that the Nestle Milk Pack is the market leader for that segment. They come up with a new concept of milk from Europes No. 1 brand. People have the image of a multi national company products are always good and hygienic. These products are available in the following sizes; 1 Litre Pack Litre Pack Litre Pack

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Standard size i.e.; Litre pack is most popular. It is the most profitable package of Haleeb Foods. It was introduced because consumers prefer Haleeb Milk for tea and through research the company comes to know that consumers are demanding small packs. 250 ml pack is Haleeb Foods star product. Because it has high market share and still market has great potential to grow in future. It is also a convenience product. People plan little to buy it. So it is an impulse product. Haleeb Foods is doing wide spread distribution on convenient location. Haleeb is promoting 1 Litre more, to increase its sales as Candia is failed to capture the desired market and they want Haleeb Milk to capture that market. In product "life cycle" 250 ml and 500 ml packs are still on the growth stage and they have the potential to grow more for about next 10 to 20 years but still to avoid any problems they come up with Haleeb Chota that makes tea only for two persons.

MACRO ECONOMIC ENVIRONMENT

A. ECONOMY
The fluctuations in Pakistan economy also effect Haleebs market position. Because of high inflation and low purchasing power Haleeb is unable to capture many potential customers of the large Pakistani population who have to struggle hard to make their living possible rather than to afford the luxury of drinking packed milk as often as they would like to.

B. TECHNOLOGY
Haleeb Foods employees the latest machinery in production in its plants and computerized systems for quality checks and control as well as production. In milk industry the most latest technology is in operation in Pakistan hence no competitor poses a threat to Haleeb on basis of technology. Their Ultra High Temperature is a technology which maintains the quality of their milk and at the same time provides thickness.

C.

DEMOGRAPHICS

Haleeb Foods target market includes people from all demographics (age wise, gender wise, income groups, social status etc.) For example, Haleeb Milk is for tea purpose so we can say it is designed for mature age and it is being purchase by the same age level. The company is always targeting females as it is very clear from the advertisements. It is also important to identify that only those people who are curious about their health and have the purchasing power will buy Haleeb Milk. But on the other side Candia Milk is targeting children as they are making active part in the choice of milk.

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D.

SOCIAL VALUES

Haleeb foods are well aware of their social responsibilities that mean they are getting the advantage of being a local company and at the same time helping the environment. They are also helping hospitals as well.

COMPETITIVE ENVIRONMENT

A. CUSTOMERS
Haleeb Milk has there major and large customers in the market, they can be further categorized in two parts. First one includes hotels and offices as Haleeb Milk is the main ingredient for tea users. Second one include the general public as which is the main segment for Haleeb Milk. However, these three customers being large and powerful are not in an influential and bargaining position they cannot demand discount or others facilities but they can enforce the company to change their strategy.

B. SUBSTITUTES
Haleeb milk does not have a substitute as such but other packed milk companys are considered to be their substitute because they are also providing milk and it can be used in tea making although those companys are not focusing on that segment.

y
A.

RIVALS/COMPETITORS DIRECT COMPETITORS

The direct competitor of Haleeb milk is Nestle Milk Pack and both of them are targeting different markets but they are considered to be in direct competition. Nestle Milk Pack is targeting people to use Milk Pack as for drinking purpose but Haleeb milk main focus is for tea users as they are continued to target them but Haleeb Milk some times focuses on the other markets such as for drinking purpose also. Now its very important to know that CDL consider Nestle as their main competitor because they are providing all the products that are being provided by the competitors. The products include juices, yogurts, milk, and we can judge that they are competing on all the dairy items.

B.

INDIRECT COMPETITORS

That section includes all those brands which are newly entered in the market. They are considered as indirect competitors because of the following reasons. First of all their market share is very low as compared to Milk Pack and Haleeb Milk. Secondly they are only competing on the basis of milk which is targeting only one segment of the market.

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C.

PRODUCT QUALITY

The milk quality is maintained from the start of the collection of milk because its a stage where contamination can be started and reducing the quality of the milk. The field lab test includes the thickness test and the amount of proteins. After that the milk is maintained at 4 degree Celsius and so that no bacteria can enter in the milk. The milk collecting tankers are cleaned with steam and warm water. In Haleeb Milk factory the milk under goes 21 types of test to maintain the quality standards as its the only dairy company of Pakistan who posses quality standards such as ISO 9001: 2000 and ISO 14001. In the end the milk is packed in a special tetra pack packaging which maintains the quality of milk till then its expiry date

PACKAGING & LABELING

The pack of Haleeb Milk includes Blue color which represents the thickness of the milk and at the same time they mention purity and thickness. Their packaging is very consistent with their overall idea or concept that they want to communicate to the consumer.

A.

PRICE

The price of Haleeb Milk remains consistent over a period of time. If the inflation rate remains in the single digit then the price of the product remains same over 2 to 3 years but if the inflation rate goes in double digits then the change in the price comes within a year. If the rate of inflation is more than 20% then the change can take place with in 3 to 5 months. The company always remains same with the price of Nestle Milk Pack as the change in price can cause to things first the price can reduce the sales of Haleeb Milk and secondly they can give a perception that the quality of the product is reduced in case of reducing the price. The company considered retailers as their partners so they share a justifiable percentage with them as they are the only persons that can force the consumer to buy Haleeb Milk as compared to other brands but the strategy is not effective in case of big shopping malls Haleeb Milk Prices

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B. PLACE
Haleeb milk is targeting the mass market that means they have to work hard to make it available at each outlet and to make sure that the product is available with out ease. They have divided regions according to consumption patterns. The consumption is calculated on the basis of buying behaviors of all packed milk. The regions like Defense, Model Town, Faisal Town, and Cantt. They are trying to deliver their products in their own vans which are considered to be a better means of influencing the target market. The regions where buying percentage is low, they provide the product with the help of a proper distribution network. But in both cases they make sure that the product is available and it is provided on the standardized price. The distribution network includes the distributor then the wholesaler and in the end the retailer. Again benefits are provided on the achievement of the sales targets and timely delivery of products. In some cases products are provided to big retailers by the distributor itself but mostly it is being purchased by the retailer from the wholesaler.

C.

INCENTIVES TO RETAILERS

The company gives discounts only to their premium and loyal customers. The most commonly used incentive is giving more milk but at the end of the year a proper appraisal function takes place to appraise distributors and retailers.

D.

TARGET MARKET

The company is targeting females and people of mature age for Haleeb milk as they are mainly interested in the purchase of Haleeb milk but in case of Candia they are targeting children as they are providing freedom to them to make choices of their own.

E.

PROMOTION

First of all we should make our minds clear about what the company wants to do. Their image and the perception that they want to give to their target market. The product Haleeb Milk is for tea drinkers and Candia for drinking purpose. Both the products are targeting mass market that means they should adopt a medium that can reach every individual. T.V commercials are the only medium which can contact every one if their T.V is turned on. T.V commercial is the main medium that is most actively being utilized by Milk Pack and Haleeb Milk. The second medium that helps both of them is through Tetra Pak advertising that is highlighting the effects on doodh that is provided by the normal means.

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After advertising the second most effective method is sales promotion. For this Tetra Pak also give sales promotion which can be utilized by both Milk Pack and Haleeb Milk. The company individually targets females as they are main focus of the company so every time the theme focuses on some thing valuable for females. Posters and billboards are also affectively used for the promotion purposes but they are not focusing on it as heavily as they are focusing on advertising. Billboards are purchased for some time period but after the promotion is known to everyone the billboard were not used anymore. Posters are pasted at the small shops to enforce the impulse buying and Haleeb gives a lot of weight-age to the shelf space that they get. But this strategy is used in big shopping malls only because nestle enforce the retailers through other products so that Haleeb cant enforce small retailers

INTEGRATED MARKETING COMMUNICATION

Promotion is mainly conducted through IMC because it provides a complete blend of all the resources that are needed by the company to enforce its sales and at the same time to portray a desirable image as thought in the company meetings.

ADVERTISING

A. OBJECTIVES
The objectives of the advertisements are very clear, they just want to target individuals who want to use packed milk for tea purpose but here there is a problem. They are always confusing the consumer that what is a product. If it is for tea then they should come up with only tea. They have committed such types of mistakes in the past. In order to solve a problem they should come up with a new brand name, they come up with Candia but they are not able to communicate the right message that means they were focusing on children rather than focusing drinking purpose.

B. ADVERTISING BUDGET
First of all a good advertising campaign designs for new promotion and related advertisement depends upon the per unit sale of that product. Candia Milk advertisements are no longer running on T.V because it was not able to reach its sale targets.

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C. ADVERTISING STRATEGY
The strategy is very simple, they know that we have a perception that the milk is of good quality when it is thick. If we are talking about tea users then it becomes obvious that the milk should be thicker because only then it can make more cups of tea. So their slogan always focuses on thickness and purity The decision to choose the right advertising media is very important and it becomes more important to identify that at what time the people watch TV and specially their target market I-e females. Sadia Imam is used as their brand ambassador. They have also used other celebrities which are Sajid Hasan and other famous celebrities. Through research we would come to know that females watch TV after 10 am to 11.30 am and again they watch TV at night at 7pm to 11 pm. The most wanted channels are Star Plus and Geo News and Private Movie channels that are running on cable. The company should advertise on these timings and try to advertise on cable as well.

D. PERSONAL SELLING
Direct marketing is also used but in a little bit different manner. They are using direct marketing at retailers and training them as well. Whenever they come with a new promotion teams are created which helps in communicating with end user and try to solve their ambiguity.

E. SALES PROMOTION
The second most utilized tool of IMC is sales promotion. They are using it effectively and give things that are valuable for females. Tetra Pak is also helping them by launching different schemes after a regular interval of times. The company has used gold jewelry and arranges functions for females.

F.

PUBLICITY

The company is not able to gain publicity from the consumers. The biggest strength of the company is causing problems. Consumers perceive that they are using powdered milk in order to make their milk thicker. Which refrain them to give them to their children? The company should take more part in the events that are necessary building process of a strong country and try to play a role in the building process. This would change their image and they can gain publicity and consumer would also buy more of their products to help the cause

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SWOT ANALYSIS

STRENGTHS
 Highly sophisticated plant and equipment  Qualified work force  Focus on research and development  First and the only dairy company in Pakistan to get ISO 9002 Certification

WEAKNESSES
 Low promotional activities  Comparatively weak distribution system

OPPORTUNITIES
 Haleeb Foods Limited can export food items especially Juices to Middle East  CDL Foods limited has been changed to Haleeb Foods Limited, so this change in name can help them to attract foreign customers  Haleeb Foods Limited can go for related diversification by producing pure juices and flavored yoghurt  Haleeb Foods Limited can go for joint venture with other companies to attract the market share.

THREATS
 Strong competitors i.e. Milk Pak etc.  Price sensitive people  Milk men (Gawalas) providing non branded milk in homes

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PEST ANALYSIS

A.

POLITICAL CONDITIONS

The political conditions are not very stable in the country, but this does not directly influence the trends and spending patterns of the customers. There are no restrictions or barriers on the growth of this industry. So the political conditions are favorable for this market because food and dairy products are consumer goods and they have to purchase it in any condition.

B.

ECONOMICAL CONDITIONS

The economical conditions are not very favorable and the economy is facing problems, but it is not directly influencing buying power of consumers. If the country is out of its current problems, it will further boost up the growth of this industry, as people will feel more secure economically and it will further increase the attractiveness of the market.

C.

SOCIAL CONDITIONS

The social patterns are changing in the country, as the world is becoming a global village, and mutually share and accept patterns. People are becoming more attractive towards the branded products. It is becoming fashion and young generations as well as the children are getting more attracted towards this industry. People are moving towards branded food/dairy products due to hygienic reason.

D.

TECHNOLOGICAL CONDITIONS

High tech technology is the basic requirement of dairy and food industry. The companies that are using latest technology have some cost benefits over the companies, which are not using high tech technology. The key to survival for companies in this industry is using high technology for quality and cost purposes.

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CHAPTER# 2
|METHODOLOGY & QUESTIONNAIRE DESIGN}

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METHODOLOGY OF THE THESIS

Our Hypothesis is

Nestle Milk pack perception is superior to Haleeb in Quality

The hypothesis is tested for general public including (students, teachers, employed persons, managers, lawyers, working women as well as house wives) because of influence of dairy products in all the common people. The questionnaire consists of 16 closed-ended questions to get accurate responses. The responses of the customers to each question are summarized and presented in a tabulated form. However, responses of the customers were also observed and analyzed to frame a realistic picture of their satisfaction levels. Thus, an accurate and in-depth observation and analysis was also conducted in order to measure customer satisfaction level.

SAMPLE SIZE:
In order to test the hypothesis accurately, a realistic and measurable sample size of 308 respondents is taken. Such an attempt is made to measure, compare and analyze the perception of people who directly and indirectly consumed Haleeb & Nestle Products.

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QUESTIONNAIRE
We are students of MBA, S t u d y i n g in Newports Institute of Communication and Economics, Karachi. For our research project w e a r e conducting survey. This survey will take only 10 minutes of your time. There is no right or wrong answers, as your best responses to the following statement will be based on your personal opinions. Your responses will remain strictly confidential. This survey questionnaire is being conducted for education research purpose only.

EDUCATION
SSC HSC Graduat Masters MPHIL PHD

AGE
15-20 21-30 31-40 41-50 50-60 60+

GENDER
Male Female

MARITUL STATUS
Single Married

OCCUPATION
Student Business Employed Housewife Teacher Other

SALARY
NIL 1K-15K 16K-25K 26K-35K 36K-50K 50K+

RESIDENTIAL AREA _________________________________

1. Which milk do you usually prefer to use?

Tetra Pack

Open Fresh Milk

Powder Milk

Others Specif y

2. In tetra pack milk which company do you prefer for?

Haleeb

Olpers

Nestle

Others Specif y

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3. Which milk with respect to quality is superior to the others?

Haleeb

Olpers

Nestle

Others Specif y

4. The advertisement of which milk has a better impact on the customer?

Haleeb

Olpers

Nestle

Others Specif y

5. Are you satisfied with the thickness of Haleeb milk?

Yes

No

6. Which of the products satisfied you with respect to taste?

Haleeb

Olpers

Nestle

Others Specif y

7. Do you think that tetra milk is good for children health?

Yes

No

8. Which brand is easily available in the market?

Haleeb

Olpers

Nestle

Others Specif y

9. In your opinion tetra pack milk is healthier for people?

Yes

No

10. Do you believe that those products which are low in price are actually low in quality too?

Yes

No

11. Do you think that after melamine scandal the sale of tetra milk is reduced?

Yes

No

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12. If you used nestle products, did you change your product after melamine scandal?

Yes

No

13. Do you think that people prefer those dairy products which are involve in high promotional activities and large distribution?

Yes

No

14. Have you ever experienced any bad things after using tetra milk?

Yes

No

15. Which milk are you satisfied with, with respect to quality for money?

Haleeb

Olpers

Nestle

Others Specif y

16. Which milk in your opinion is best for use (other than drinking)?

Haleeb

Olpers

Nestle

Others Specif y

= = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = == = = = =

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CHAPTER# 3
|RESEARCH RESULT & ANALYSIS}

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RESEARCH RESULTS AND ANALYSIS


Following tables have been designed for each question in the questionnaire. The results that were found out are summarized and tabulated along with an in-depth analysis of each question after reviewing the results and data obtained.

A-1 Which milk do you usually prefer to use?

A -1
13% 0%

43%

44 %

T et ra 43 %

O pen Milk 44%

Pow der M i l k 13 %

Oth ers 0%

A-1 Tetra 135 Open Milk 136 Powder Milk 39 Others 1

ANALYSIS:
According to the statistics provided by the research on a sample size of about 308 people, 43% of the population prefers tetra pack milk, 44% prefers open fresh milk & 13% prefers powdered milk. The reason for only the 13% population choosing powdered milk for consumption is that the usage of powdered milk is for specific actions such as making tea or for infants and younger children. There are hardly any grown-ups who drink powdered milk. For tea many people prefer powdered milk as it gives tea a richer taste as compared to other milks and also because it is meant actually for tea making purposes.

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Out of the 44% which prefer open fresh milk we calculated that there were about 78% males and only 22% females.

GEND ER
22 %

78% M A LE 7 8% FE M A LE 22%

Where as in case of the 43% which prefer tetra pack we got the data that 42 % are female and the rest are male i.e. 58%.

GEND ER

42%

58%

M A LE

58%

FEM A LE

42%

The analysis of the response to this question shows that a maximum of males prefer open fresh milk and a maximum of females prefer tetra pack. Also the factor that is resulting in the abundance of males preferring the different milks is that the demographics engaged in the research were mostly males. Another factor that has been observed here is the education of the sample, it came under observation that the preference of high educated people was not mostly tetra pack as one would expect, the income level comes highly under scrutiny and it seems that educated or

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not it is the income that highly determines if people go for tetra pack or open fresh milk. We found out that the majority of low income groups prefer fresh open milk where as those who are in an upper income bracket from 36k onwards, prefer tetra pack milk.

A-2 In tetra pack milk which company do you prefer for?

A -2
6% 14%

32%

48%

H a l eeb 14 %

O l per s 4 8%

N e st l e 3 2 %

O t h er s 6 %

A-2 Haleeb 42 Olpers 143 Nestle 93 Others 17

ANALYSIS:
The most popular brand in our sample came out to be Olpers with a preference rate of 48%, second in line was Nestle with a percentage of 32%, Third was Haleeb with a preference percentage of 14%, the rest 6% preferred other milks which may include powdered or open fresh milk. People who prefer Haleeb mostly fall into the age category of 20-30 and there are an almost equal number of married and single people who prefer Haleeb. Also most employed people with a salary structure of 16k to 25k have been identified that prefer Haleeb.

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10 % 5%

0%

10%

26 % 49% 10-21 10 51-60 10 21-30 50 60+ 0 31-40 26 41-50 5

AGE 10-20 4 21-30 21 31-40 11 41-50 2 51-60 4 60+ 0

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