CONSUMER BEHAVIOR

PROGRAM: BBA SECTION: C

FINAL PROJECT
LAL SHARBAT (JAM-E-SHIRIN VS ROOH AFZA)

Submitted to: Mr. Mobin ul Haq Submitted by: Nabeel Malik Shahbaz Ahmad Adeel Iqbal Muhammad Nasir 083805-190 083805-204 083805-219 073605-002

DATE: 10-01-2012

Table of Contents
Contents
Contents ....................................................................................................................2 Executive Summary....................................................................................................3 Research objectives:...................................................................................................4 Research Variables:....................................................................................................4 Research Methodology:...............................................................................................4 Segmentation:............................................................................................................5 Target Market:............................................................................................................ 5 Motivation:..................................................................................................................5 Goal:........................................................................................................................ 6 Cognitive component:.................................................................................................6 Affective component:..................................................................................................6 Conative component:..................................................................................................6 Changing Attitudes:....................................................................................................6 By associating with a famous personality:...................................................................7 By knowledge function:...............................................................................................7 Presenting the product features in a new light:..........................................................7 COMPARISON BETWEEN ROOH AFZA AND JAM-E-SHIRIN.............................................7 CONSUMPTION PATTREN AND BRAND PERCEPTION.................................................7 TASTE......................................................................................................................8 PACKAGING..............................................................................................................9 BUYING BEHAVIOR.................................................................................................10 HEALTHINESS........................................................................................................ 10 CONCLUSION............................................................................................................ 12 Ad Theme:................................................................................................................ 13

Executive Summary
The product which we selected is Lal Sharbat in which we compare Jam-e- shirin (A product of qarshi) with Rooh Afza (A product of hamdard.).We conducted a survey and sample size of our survey is 50. After that we do our analysis on SPSS (Stastical programme for social sciences).In our sample 44 are males and remaining 6 are females out of 50.We compare these two products in term of consumption pattern, taste, price, packaging, healthiness and buying behavior. Our analyzing we come to know that 31 people consume it with family and 10 said alone and remaining with family and at meetings. More people like taste of jam-e- shirins compare to Lal Sharbat. From packaging point of view people like Rooh Afza packaging much more as compare to jam-e-shirin.and more people are interested in buying Rooh afza as compare to jam-e-shirin. Similarly people think Rooh afza is better for health as compare to jam-e-shirin. Except taste people think that taste of jame-shirin is good as compare to Rooh afza. . If we see overall people like Rooh afza more as compare to jam-e-shirin.

Research objectives:
The objectives of this research are:
1. Segmentation of Rooh afza

2. Target market
3. Measuring attitude of people toward Rooh afza 4. Changing attitude towards Rooh afza

5. Developing an Ad

Research Variables:
Research variables in this research are:

Age Gender Income level Energetic Packaging taste

Research Methodology:

Data Type: The data type will be the primary Data Collection Method: Data collection method is based on the questionnaires. Measurement Methods: Data will be measured with help of SPSS software

Sampling Plan

Population: Our population for this research is all those people who love Lal sharbat.

Sample Size: Sample size will range from 50.

Segmentation:
We do segmentation on the basis of
We made segmentation on the following basis: 1. Demographic Segmentation 2. Psychographic 3. Psychological 4. Sociocultural Segmentation 5. Use-Related Segmentation 6. Use-Situation Segmentation

Target Market:
Our target market is not related to specifies segment we do target mass segmentation as everyone use this product.

Motivation:
Our motivation is that by drinking lal sharbat we feel fresh and comfortable.

Goal:
The basic goal is to remove thirst and feel fresh and energetic. Attitude model: We implement Tricomponent model.

Cognitive component:
From research we find out that people have good experience of Lal sharbat and further they like Rooh afza as compare to jam-e-shirin.

Affective component:
People are emotionally attached with this product. They are using it intergenerational.

Conative component:
People have good and positive attitude toward this product because it remove their thirst.

Changing Attitudes:
The need of people is to increasing for soft drinks like lal sharbat and the reason is global warming more and more people are moving toward drinks especially in case of pakistan where approximately nine to ten months in a year is hot.

We use the knowledge function, associating the product with a sports personality and presenting the product features in a new light.

By associating with a famous personality:

We can associate our product with famous and well known personality like Imran khan who tell in ad that it really give freshness and energetic.

By knowledge function:
We can make the people more aware by telling that an ingredient in jam-e-shirin is much more energetic and good as compare to its competitor.

Presenting the product features in a new light:

The jam-e-shirin can be presented with new design. Ten percent more on same price telling that now with more energetic and new ingredients to keep you cool

COMPARISON BETWEEN ROOH AFZA AND JAM-E-SHIRIN

CONSUMPTION PATTREN AND BRAND PERCEPTION
Out of 50 people 29 uses it occasionally, 3 use it daily and 2 out of 50 two times a day. When we ask them which brand comes in your mind 33 out of 50 said Rooh Afza and only 17 said Jam-e -shirin.31 people consume it with family and 10 said alone and remaining with family and at meetings.

When someone says Lal Sharbat which brand comes to your mind?
Frequency Valid Jam-e-Shirin Rooh Afza Total 17 33 50 Percent 34.0 66.0 100.0 Valid Percent 34.0 66.0 100.0 Cumulative Percent 34.0 100.0

How frequently do you consume Lal Sharbat?

Count Gender Male How frequently do you consume Lal Sharbat? Daily Two times a day Occasionally Other Total 3 2 25 14 44 Female 0 0 4 2 6 Total 3 2 29 16 50

TASTE
When we ask Lal Sharbat from Jam-e- shirin has good taste.20 said they are strongly agree,20 agree,5 neutral,3 disagree and remaining 2 disagree. When we ask the taste of Rooh Afza 16 strongly agree, 18 agree, 11 neutral, 4 disagree and 1 strongly disagrees. It means more people like taste of jam-e- shirins compare to Lal Sharbat.

Lal Sharbat from Jam-e-Shirin have a good taste

Frequency Valid Strongly Agree Agree Neutral Disagree Strongly Disagree Total 20 20 5 3 2 50 Percent 40.0 40.0 10.0 6.0 4.0 100.0 Valid Percent 40.0 40.0 10.0 6.0 4.0 100.0 Cumulative Percent 40.0 80.0 90.0 96.0 100.0

Lal Sharbat from Rooh Afza have a good taste

Frequency Valid Strongly Agree Agree Neutral Disagree Strongly Disagree Total 16 18 11 4 1 50 Percent 32.0 36.0 22.0 8.0 2.0 100.0 Valid Percent 32.0 36.0 22.0 8.0 2.0 100.0 Cumulative Percent 32.0 68.0 90.0 98.0 100.0

PACKAGING
8 people strongly agree that jam-e- shirin is available in attractive packaging, 13 people agree, 22 are neutral, 6 disagree and only 1 strongly disagree. In case of Rooh afza10 people are strongly, 15 are agreed, 20 are neutral and 5 are disagree. In this scenario people like the packaging of Rooh Afza more as compare to jam-e- shirin.
Jam-e-Shirin is available in attractive packaging
Frequency Valid Strongly Agree Agree Neutral Disagree Strongly Disagree Total 8 13 22 6 1 50 Percent 16.0 26.0 44.0 12.0 2.0 100.0 Valid Percent 16.0 26.0 44.0 12.0 2.0 100.0 Cumulative Percent 16.0 42.0 86.0 98.0 100.0

Rooh Afza available in attractive packaging

Frequency Valid Strongly Agree Agree Neutral Disagree Total 10 15 20 5 50 Percent 20.0 30.0 40.0 10.0 100.0 Valid Percent 20.0 30.0 40.0 10.0 100.0 Cumulative Percent 20.0 50.0 90.0 100.0

BUYING BEHAVIOR

When we ask will you buy Jam-e- Shirin in future 27 said yes and 23 said no. In case of Rooh Afza 29 said yes and 21 said no. It means people are more interested in buying Rooh Afza as compare to Jam-e- shirin.

How frequently do you consume Lal Sharbat?

Count Gender Male How frequently do you consume Lal Sharbat? Daily Two times a day Occasionally Other Total 3 2 25 14 44 Female 0 0 4 2 6 Total 3 2 29 16 50

When buying Lal Sharbat which of the following aspects do you consider most? * Your Marital Status Crosstabulation
Count Your Marital Status Single When buying Lal Sharbat which of Price the following aspects do you consider most? Brand Taste Packaging Other Total 2 12 30 2 2 48 Married 0 0 2 0 0 2 Total 2 12 32 2 2 50

HEALTHINESS
In term of healthiness 9 are strongly agree, 15 agree, 15 neutral, 8 disagree and 3 strongly disagree. In case of Rooh Afza 11 are strongly agree, 16 agree, 18 are neutral, 4 disagree and only one strongly disagree. It means people think Rooh Afza is healthier as compare to jam-e-shirin.

When buying Lal Sharbat which of the following aspects do you consider most?
Count Your Marital Status Single When buying Lal Sharbat which of Price the following aspects do you consider most? Brand Taste Packaging Other Total 2 12 30 2 2 48 Married 0 0 2 0 0 2 Total 2 12 32 2 2 50

When buying Lal Sharbat which of the following aspects do you consider most? * Your Marital Status Crosstabulation
Count Your Marital Status Single When buying Lal Sharbat which of Price the following aspects do you consider most? Brand Taste Packaging Other Total 2 12 30 2 2 48 Married 0 0 2 0 0 2 Total 2 12 32 2 2 50

CONCLUSION
More people like taste of jam-e- shirins compare to Lal Sharbat. From packaging point of view people like Rooh Afza packaging much more as compare to jam-e-shirin.and more people are interested in buying Rooh afza as compare to jam-e-shirin. Similarly people think Rooh afza is better for health as compare to jam-e-shirin. Except taste people think that taste of jame-shirin is good as compare to Rooh afza. . If we see overall people like Rooh afza more as compare to jame-shirin. People are more interested in Rooh Afza as compare to jam-e-shirin.

Ad Theme:
We take Imran khan as celebrity who tells people that it is good and tasty and good for health. By telling that there are new features. By adopting strategies which we tell above in changing attitude model we can change the perception of people about jam-e-shirin.by giving them attractive packaging and new design. By giving new variety and low price or giving some extra. By giving promotional gifts.