Introduction to Market Research[1] 1427208308479

8/19/2019 Introduction to Market Research[1] 1427208308479

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ACADEMIC YEAR - 2014-2015

Acknowledgement

We have taken efforts in this project !o"ever# it

"o$%& not have 'een possi'%e "itho$t the kin& s$pport

an& he%p of (an) in&ivi&$a%s an& or*ani+ations I "o$%&

%ike to e,ten& () sincere thanks to a%% of the(

We are hi*h%) in&e'te& to rof .ha(ina Ansari for

her *$i&ance an& constant s$pervision as "e%% as forprovi&in* necessar) infor(ation re*ar&in* the project /

a%so for their s$pport in co(p%etin* the project

We "o$%& %ike to e,press o$r *ratit$&e to"ar&s

fac$%ties an& other (e('ers of . .C! 3

.I6E.. MA6A7EME68 for their kin& co-operation

an& enco$ra*e(ent "hich he%p $s in co(p%etion of thisproject

$r thanks an& appreciations a%so *o to peop%e "ho

have "i%%in*%) he%pe& $s o$t "ith their a'i%ities


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RE3ACE

As a part of the MA C$rric$%$( an& in or&er to

*ain practica% kno"%e&*e in the fie%& of (ana*e(ent# "e

are re9$ire& to (ake a report on :non-stick cook"are;

8he 'asic o'jective 'ehin& &oin* this project report is to

*et kno"%e&*e of &ifferent too%s of (arketin*

In this project report "e have inc%$&e& vario$s

concepts# effects an& i(p%ications re*ar&in* Market of non-stick cook"are

Doin* this project report he%pe& $s to enhance o$r

kno"%e&*e re*ar&in* the "ork into the non-stick

cook"are (arket We &oin* $n&er*o (an) e,periences

re%ate& "ith o$r topic concepts 8hro$*h this report "e

co(e to kno" a'o$t i(portance of tea( "ork an& ro%e of

&evotion to"ar&s the "ork


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Certificate

8his is to certif) that (e('ers of *ro$p :h; 3 . Y

A of . .C! 3 .I6E..

MA6A7EME68 has s$ccessf$%%) co(p%ete& A R 1st ARI# 2015

roject 7$i&e>rof .ha(ina Ansari


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No. Roll No. Name

1 20?@ !ar&ik

2 210 .anja)

211@ R$ksar

4 2121 A)$shi

5 212 .hai%esh

B 2125 3ora(

@ 21B4 ri)anka

? 21BB 6eha

21B? rachi


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In&e,

.r 6o artic$%ars a*e 6o

1 ro'%e( Definition

- Research Objectives- Research Questions

2 ri(ar) Data Co%%ection

- Importance of PrimaryResearch

- Research Plan

Data Ana%)sis An& Interpretation3or En& sers

4 Data Ana%)sis An& Interpretation

3or Retai%ersFDea%ers

5 3in&in*s f 8he Market .$rve)

B i(itations f 8he .$rve)

@ .$**estions or Marketin*

I(p%ications

Appen&i, G$estionnaire for en& $sers

G$estionnaire for Retai%ersFDea%ers


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I68RDC8I6 8 MARE8 RE.EARC!

8he s)ste(atic *atherin*# recor&in*# ana%)+in* an& $se of &ata re%atin* to

the transfer an& sa%e of *oo&s an& services fro( pro&$cer to cons$(er is

kno"n as Marketin* Research

We (ean MARE8I67 as fo%%o"in*>

M = Mone) (otives

A = A%% cons$(ers ($st 'e satisfie&

R = Risk ($st 'e (ini(i+e&

= eep an e)e on (arket position

E = Eas) avai%a'i%it) of pro&$ct

8 = 8ho$*htf$%%) &ecision (akin*

I = I(portance of A&vertise(ent

6 = 6ee& chan*es a%% the ti(e

7 = 7eneration of ne" i&ea

MARE8I67 RE.EARC! RCE..


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Make the Information

Present the nding

Analyze the Information

Collect the Information

Develop the research plan

Dene the problem, the decision alternatives, and theresearch obectives

.tep 1> Define the ro'%e(# the Decision A%ternatives an& the

Research 'jectives

Problem should not be defined either too broadly or too narrowly. A very broaddefinition leads to excessive wastage of resources. Too narrow a definition leads

to inadequate data.

Clarity on the following helps in defining the problem appropriately:

!" What is to be researched

2 Why is it to be researched


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!"#"A!C$ %&'"CT()"#:

To find out competitive presence and consumer preference.

To find out the specific customer need* buying behaviors* usage patterns*

preferences* etc.

To trac+ awareness of different brands among the respondents.

To analy,e the various factors considered by the customers while buying

the -onstic+ coo+ware.

To identify areas of satisfaction and dissatisfaction with -onstic+

coo+ware.

.tep 2> Deve%op the Research p%an

The second stage of mar+eting research requires developing the most efficient

plan for gathering the required information. This involves decision on the /ata

#ources* !esearch Approaches* !esearch (nstruments* #ampling plan* andContact 0ethods.

DA8A .RCE.>

The researcher can gather Primary data* #econdary data or both.


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ri(ar) &ata are data freshly gathered data for a specific purpose or for a

specific research pro1ect.

.econ&ar) &ata are data that were collected for another purpose* and already

exist somewhere.

RE.EARC! ARAC!E.>

Primary data can be collected in five ways:

Through %bservation

2ocus groups

#urvey

&ehavioral data

"xperiments

We have selected .$rve) as our research approach for &randed -onstic+

coo+ware.

RE.EARC! I6.8RME68>

There are three main research instruments in collecting primary data:

3uestionnaires

3ualitative 0easures

Technological/evices

We have selected 3uestionnaires as our !esearch instrument.

.AMI67 A6>

After deciding on the research approach and instruments* the mar+eting

researcher must design a sampling plan. This calls for three decisions:

.a(p%in* $nit>Who should we survey?

We have targeted People as well as /ealers of &randed -onstic+ coo+ware of Ahmedabad.


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.a(p%in* si+e> How many people should we survey?

We have targeted 455 People and 65 /ealers as #ample si,e.

.a(p%in* roce&$re> How should we choose the respondents?

We have selected !andom #ampling method.

C68AC8 ME8!D.>

%nce a #ampling plan has been determined the mar+eting researcher must

decide how the information should be collected through 0ail* Telephone*

Personal and %nline (nterview.

%ur #urvey based on Personal contact because Personal (nterview is the most

versatile method. The (nterviewer can as+ more questions to respondents.

.tep > Co%%ect the Infor(ation

The data collection phase of mar+eting research is the most expensive and most

prone to error. 2our ma1or problems arise in surveys:

#ome respondents may refuse to cooperative.

• #ome of them may give biased or dishonest reply.

• As dealers were very reluctant to give any information.

•

2inally* getting the right respondent is critical.

.tep 4> Ana%)+e the Infor(ation

The next step is to extract findings by tabulating the data and developing

frequency distributions and get meaningful result from them.


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.tep 5> resent the 3in&in*s

As the last step* the researcher presents findings relevant to the ma1or mar+eting

decisions facing by management. They are considering ways

to present research findings in as understandable and compelling a fashion as

possible.

.tep B> Make the Decision

!esearch findings only provide additional information and insight to the

managers. /epending on their confidence in the findings* managers decide to

use it* discard it* or carry out more research.

Research helps us in followingthissssssngs

$elps us find details about sub1ect

$elps us loo+ in different fields.

Can be used in any 1ob

%pens up to new ways of learning

$elps us to change old patterns of thin+ing that +eep us in a rut


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$elps us to create other choices

$elps us to handle change better

$elps us to ma+e healthy decisions

Information of making charts

#AMP$% #I&% 455 People and 65 /ealers#AMP$% A'%A A(M%DA)AD

DA*A C+$$%C*I+M%*(+D

P'IMA'-

DA*A '%P'%#%*A*I+M%*(+D

C(A'* M%*(+D,P%'C%*A.% M%*(+D

!"

7ser 689

-on user ;;Total 455


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/01

231

4ser on 5ser

(n this chart* 455 people surveyed are divided into users and non users of non stic+ coo+ware.

%ut of 455 people* 8= are non users of

non stic+ coo+ware.

2"

Ma%e 3e(a%e 8ota%

ser 8 66 >48 455


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Male 6emale

7

87

!77

!87

277

287

977

987377

387

877

2rom above chart we have bifurcated all of 455 people surveyed into gender. (n which ?= are

male and ?= are female.


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981

2/1

201

!21

AG

)elow:28

20:98

90:38Avove:30

6.

cc$pation ser 6on-$ser 8ota%

.a%arie&

E(p%o)ee

6< 6


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9"

Age 7ser -onuser Total

&elow ;4 @ears > 6< 88

; ? 66

64 @ears ?8 6; ;?

Above >< @ears ;< 64


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18/41

) e l o w ! 7 7 7 7

! 7 7

7 7 : 9 7 7 7 7

9 7 7

7 7 : 8 7 7 7 7

8 7 7 7 7 ;

A b o

v e

71

!71

271

971

371

871

071

/71


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.

ran& na(e A"are

resti*e ;?8

3$t$ra 696ir%ep ?5

."iss &ia(on&


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;.

Type 7es

Tava ;;6

2rying pans >;

/eepfry pans ?4

#tew pots 8

9=1

281

!01

!21

erent types of non stick cookware in which 9=1 are

5sing tava,281 are 5sing frying pans,!01 are 5sing deep fry pans,!21

are 5sing stew pots and < 1 are 5sing pans with lid"


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9"

ran& na(e ser

resti*e ;;9

3$t$ra


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3"

&rand -ame Price 3ualit

y

&rand

-ame

Attractiv

e design

%ther total

Prestige 46 4 6 5 ;;9

2utura ? 6< 9 < 5


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8"

/ifferent bases Price 3ualit

y

&rand

-ame

Attractiv

e design

%ther

2requency 69 ;;5 ? ;? 5

!71

8


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0"

ran& Yes no 8ota%

resti*e 6? 9? ;;9

3$t$ra ; >9


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291

//1

yes

no

88= people are saying that they have no specific feature in the brand they are using and ;6=

are saying that they have specific feature such as durability* appearance* forwardness*

efficiency etc.

/"

&rand -ame ess

than

@ears

ess than

; @ears

; to 4

year

4 year

or

more

Total

Prestige >> >8 89 4? ;;9

2utura ;6 6 9 4


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P r e s t i g e

, i r l e p

+ t h e

r71

!71

271

971

371

871071

/71


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2!1

281

971

231

$ess than ! -ears

$ess than 2 -ears

2 to 8 year

8 year or more

;= people are using non stic+ coo+ware less than year*;4= are using it less than ;

year*65= are using it from ; to 4 year and ;>= are using it from 4 years or more.

8B

ran& 6a(e A&vertise(ent .ociet) E-(e&ia ther 8ota%


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resti*e >? 4; ;8 5 ;;9

3$t$ra 6; ;9 ? 5


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%e"ia A"vertisement

&ociety -me"ia Other

#otal

#otal ;6 58 49 5 689

8012


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!ran"'ame

(ocalstore

!ran"e"outlet

Online Other

#otal

Prestige ?> 9; >? 6 ;;9

)utura 6> ;< ? 5


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ran& 6a(e oca%

store

ran&e&

o$t%et

n%ine ther 8ota%

8ota% 8; ;< 88 6 689

291

!/1

!7171

871

$ocal store

)randed o5tlet

+nline

+ther

*otal

301

991

271!1

$ocal store

)randed o5tlet

+nline

+ther


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>


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Prestige 65t5ra ,irlep#wiss diamond+ther

71

!71

271

971

371

871

071

/71


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P r i c e

D

e s i g n

A v a i l a b i l i t y

p r o m

o t i o n

7

27

37

07


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Prestige 65t5ra ,irlep#wiss diamond+ther

71

!71

271

971

371

871

071

/71


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!8"

ran& Yes 6o 8ota%

resti*e 45 89 ;;9

3$t$ra 9 4


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!0"

ran& Yes 6o 8ota%

resti*e ;> ;< 45

3$t$ra 8 9

6ir%ep ? 6 ;

."iss &ia(on& ? ? 9

ther ;

8ota% 4> >< ;55

Prestige 65t5ra irlep#wiss diamond+ther

71

!71

271

971371

871

071

/71


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#"CT(%- &

rice 6ot a"are 6ot avai%a'%e 6ot intereste& 8ota%

Ma%e 4 5 5 ; ;<

3e(a%e ? 8 5 85 ?<

8ota% ;> 8 5 ? ;;

P r i c e

, o t

a w a r e

, o t a

v a i l a b l e

, o t i n t e r e s t e d

71!71

271

971

371

871

071

/71


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Yes 6o 8ota%

Ma%e ? 8 ;<

3e(a%e 66


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Ma%e 3e(a%e 8ota%

resti*e < ;> 65

3$t$ra 4 > ?

6ir%ep 8 >

."iss Dia(on& ;8ota% ? 66 4;

Prestige 65t5ra irlep #wiss Diamond

71

!71

271

971

371

871

071

/71


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Introduction to Market Research[1] 1427208308479

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