Market Research on Soya milk

Marketing Research on Soya Milk

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Instructors Name : Samy Ahmed (SYA)

Course Name : Marketing Research

Course Code : MKT 470

Section : 05

M A R K E T I N G R E A S E A R H O N S O Y A M I L K

Prepared By:

Sanjana Tazrin 102-0109-030

Salma Tanjeem 102-0254-030

Sadiqur Rahman 093-0173-030

M. Iqbal Elahi 071-860-030

Azas Shahriar 093-0088-030

Mustafa Al Reza 081-650-030

Roshnia Saba 082-283-030

Submisstion Date: 13 April, 2014


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E X E C U T I V E S U M M A R Y

Our research project is based on a survey which has been done on Soya milk. In this research

project we tried to find out whether People prefer soya milk over cow milk in Dhaka city. Our

main objective is to find out how many of the people like to drink soya milk and what is their

knowledge about soya milk. We have taken our survey in Gulshan Ladies Park and NSU

students. We directly went to every respondent and collected data from them. We tried to keep

all the data confidential we collected from our respondents. Our survey method was cost efficient

and convenient. At the same time our survey method has physical ability and it is time efficient.

As we have collected information from going to every individual there is a less chance of getting

wrong information. We have used SPSS 17 to interpret our data. 1st we entered the data, then we

analyzed the data, then we used data conversion. In our questionnaire we have 5 demographic

questions and 16 other questions. We have used crosstab, independent sample t-test, and

ANOVA and regression analysis.


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T A B L E O F C O N T E N T

Page No

Introduction

Benefits of Soya Milk

Background

Marketing Research Objective

Research Hypothesis

Research Methodology

Research Design

Ethical Consideration

Limitations

Scheduling

Editing and Cleaning Data

Questionnaire

Objective of using the Questionnaire

Methods for obtaining data SPSS 22

Developing the data analysis

Justification of the Questions in the Survey

Evaluation of questions

Data Analysis

Conclusion

Recommendation

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I N T R O D U C T I O N

Today soya milk is becoming very popular for the substitute of cow milk. Soy milk also called

(soya milk, soymilk, soybean milk, or soy juice) and sometimes referred to as soy drink/beverage

is a beverage made from soybeans. A stable suspension of oil, water, and protein, it is produced

by soaking dry soybeans and grinding them with water. Soya milk contains about the same

proportion of protein as cow's milk. Around 3.5%; also 2% fat, 2.9% carbohydrate, and 0.5%

ash. Soya milk can be made at home with traditional kitchen tools or with a soy milk machine.

B E N E F I T S O F S O Y M I L K

Soy milk, which is made from soaking, grinding and boiling soy beans with water, is a very

nutritious drink. Soy is naturally high in essential fatty acids, proteins, fiber, vitamins and

minerals. These nutrients provide energy and keep your body functioning at its optimum level.

Below are the six most important health benefits you can acquire from drinking soy milk.

1. Improve Lipid Profile: The most important attribute of soy milk is its ability to improve

your blood lipid profile. Unlike dairy milk, which is high in saturated fat and cholesterol,

soy milk fat is mostly unsaturated with zero cholesterol. The monounsaturated and

polyunsaturated fatty acids in soy can inhibit the transport of cholesterol into your blood

stream. Studies have shown that regular intake of soy can significantly lower you blood

concentrations of triglyceride and low density lipoproteins (LDL) and raise the level of high

density lipoproteins (HDL). This combined effect makes soy milk an ideal drink if you have

high cholesterol or have a family history of coronary heart diseases.


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2. Strengthen Blood Vessel Integrity: The omega-3 and omega-6 fatty acids as well as the

powerful phyto-antioxidants in soy can effectively protect your blood vessels from lesions

and hemorrhage. These compounds bind to the blood vessel lining and defend your lining

cells from free radical attacks and cholesterol deposits. The binding of these nutrients also

improve the fluidity and flexibility of your blood vessels so that they are much more

resilient to blood pressure changes.

3. Promote Weight Loss: Soy milk is naturally lower in sugar content than regular milk.

Cow's milk has about 12 grams of sugar per cup as opposed to only 7 grams in soy milk.

This is why a cup of whole soy milk has only 80 calories, which is the equivalent of skim

milk. In addition, the monounsaturated fatty acid in soy milk can inhibit your intestinal

absorption of fat, which is another great advantage for weight loss. Drinking soy milk also

gives you an extra dose of fiber, keeping your feeling fuller for longer time.

4. Prevent Prostate Cancer: Soy milk is a rich source of phytoestrogen, a unique plant

hormone that can inhibit the production of testosterone in men. Reduced testosterone levels

can significantly cut the risk of prostate cancer. Studies have shown that men who eat a soy-

rich diet are less likely to develop prostate hypertrophy or prostate cancer

5. Prevent Postmenopausal Syndromes: During menopause, a woman’s natural production

of estrogen drops to a minimum. The sudden reduction of estrogen creates a number of

health problems for postmenopausal women. Postmenopausal women have higher risks of

heart disease, diabetes and obesity. They are also more vulnerable to depression, mood

swings, insomnia and other psychological disorders. The phytoestrogen in soy is an


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effective estrogen replacement. Regular intake of soy is a great way to prevent and alleviate

these postmenopausal syndromes

6. Prevent Osteoporosis: Osteoporosis is another age and hormone related disease. The

phytoestrogen in soy can help accelerate calcium absorption by your body and prevent the

loss of bone mass. For the maximum benefit, make sure to buy the soy milk that is fortified

with extra calcium and vitamin D.

B A C K G R O U N D

The oldest evidence of soy milk production is from China. Where a kitchen scene proving use of

soya milk is incised on a stone slab dated around AD 25–220. It also appeared in a chapter called

Four Taboos (Szu-Hui) in the AD 82 book called Lunheng by Wang Chong, possibly the first

written record of soya milk. Facts of soya milk are rare prior to the 20th century and widespread

usage before then is unlikely. According to popular tradition in China, soya milk was developed

by Liu An for medicinal purposes, although there is no historical evidence for this legend. This

legend first started in the 12th century and was not clearly stated until late 15th century in

Bencao Gangmu, where Li was attributed to the development of tofu with no mention of soya

milk. Later writers in Asia and the West additionally attributed development of soya milk to Liu

An, assuming that he could not have made tofu without making soy milk. However, it is also

likely that Liu An has been falsely attributed to the development of tofu by writers after his time.

However, some recent writers attributed Liu An to have developed tofu in 164 BC.


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M A R K E T I N G R E S E A R C H O B J EC T I V E

This research paper focuses on the demand of soya milk in the market of Dhaka city. Our

objectives are:

Broad objective:

Whether people prefer soya milk over cow milk

Specific objectives:

To find out if people are aware of soya milk

To find out whether people like to drink soya milk or not.

To find out the reaction (positive/negative) of people regarding soya milk

To find out the type (age, gender, marital status, profession and income level etc.) of

people who are interested to drink soya milk

To find out whether people think that Soya milk should go for a tetra packet or not.

R E S E A R C H H Y P O T H E S I S

Null Hypothesis: “People prefer soya milk over cow milk in Dhaka city.”

Alternative Hypothesis: “People do not prefer soya milk over cow milk in Dhaka city.”


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R E S E A R C H M E T H O D O L O G Y

The basic research method that we have used throughout this paper is ‘Survey’ and ‘Secondary

data analyses’. The main tool used for this research is structured questionnaire. We took most of

the surveys from Gulshan Ladies Park and North South University students. We also collected

our data from some of the customers of soya milk. We have surveyed total 100 people.

R E S E A R C H D E S I G N

Our research is based on exploratory research. Our primary research is to collect the raw data.

Collecting raw data from various sources was required to process, tabulate, edit for the purpose

of the study. After processing the data, we applied few statistical tools wherever required we

came up with a meaningful results. Besides, some graphical presentations such as pie chart, bar

chart and so on are used. A schedule of our working process and period is given below.


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E T H I C A L C O N S I D E RA T I O N

In our marketing research project, we have tried to protect the information of our respondents. In

addition, we haven’t gathered the questionnaire of every respondents serially rather haphazardly.

Moreover, we have not taken or influenced the respondents to write down their names or contact

number. Therefore the information of every respondent we have taken is highly confidential.

In addition, we let them know our purpose of conducting this research and ensured them that we

will not reveal the information to anyone. Furthermore, as we have done the marketing research

course with our honorable course instructor, Mr. Samy Ahmed, we were well prepared for how

to conduct an in-depth survey. So we have applied the procedures what we have learnt from this

course.

L I M I T A T I O N S

In every research project, research outcome may face some limitations. The present project is of

no exception from this. In spite of our sincere efforts to keep it at minimal, we faced some

limitations to conduct this study.

The research was conducted under the set up of basic research, which has been done for

academic purposes. So there might not be adequate level of professionalism, which might

be required at the corporate level.

Some respondents did not answer all the questions. We assured them that the

questionnaire was for academic purpose only but still many questions were left

unanswered.


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Time was constrained therefore it was quite difficult to carry out

the report work in such a less time.

Despite these limitations, we tried our best to collect necessary data and information that have

been analyzed in the subsequent section.

S C H E D U L I N G

No. Process Description Duration

in days

01 Pre research study and

design process

Questionnaire prepared and tested in the field

level.

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02

Survey

Total 100 questionnaires are conducted. 05

03 Data processing Crosschecking and data processing of survey

conducted with key information.

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04 Data analysis and

report writing and

Submission of report

Data processed and analyzed 04


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E D I T I N G A N D C L E A N I N G D A T A

After collecting the data from the survey, it had to edit. Editing is the process of checking the

data for necessary corrections. We found some errors in responses—some of the questions were

not filled up properly and left incomplete. We did not want to have any missing values, and so in

the end twenty (15) questionnaires that were incomplete had to be resurveyed.

Q U E S T I O NN A I R E

The survey was conducted by a questionnaire, which contain 21 questions along with 5

demographic questions. Our questionnaire is given below:

Age a) 20-30 b) 30-40 c) 40 above

Gender: [_] Male [_] Female

Income Level

(a)TK 10,000- TK 40,000 (b) TK 40,000-TK 70,000 (c)TK 70,000-TK 100,000

(d) TK 100,000-TK 250,0000

1. How would you rank yourself as a health conscious person?

a) I am very much health conscious

b) I am health conscious

c) I am not health conscious at all

d) I am somewhat health conscious

2. Do you differ between healthy and unhealthy ingredients while purchasing food products

a) Yes b) No c) May be d) Didn’t think about it


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3. Are you concerned about heart disease, diabetics, overweight, blood pressure?

a) Yes b) No c) May be d) At times

4. Are you taking any steps to prevent yourself from being effected by such diseases?

a) Yes b) Sometimes c) I plan to d) Didn’t think about it

5. If a substitute of dairy milk is offered to you that has same benefit like protein, vitamins

and minerals but non-fat would you purchase it?

a) Yes I would

b) Most likely I would

c) That would depend

d) No I would not

6. How often do you consume milk?

a) At least once a day

b) I sometimes drink milk

c) I hardly drink milk

d) I don’t drink milk

7. Do you like the taste ofmilk in its natural form/without adding any flavors?

a) Yes b) Sometimes c) Rarely d) Never

8. What do you understand by soya?

a) it’s a fruit b) it’s a che4mical c) it’s a flower d) it’s a seed

9. Have you heard of soya milk before?

a) Yes I have b) M4aybe c) I don’t remember d) Never

10. Have you ever consumed any soya product till now?

a) Yes I have b) No I haven’t c) Rarely d) Never


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11. If yes does it taste better than dairy milk?

a) Yes it tastes better

b) Couldn’t find any difference

c) No I like dairy milk better

d) No I have never consumed soya milk before

12. Are you willing to include it in your daily diet if it is available?

a) Yes I would b) I may c) No I won’t d) It depends

13. How much do you spend on dairy milk per week?

a) TK 200-350 b) TK 100-200 c) TK 100 or less d) I don’t spend

14. Are you willing to pay a slightly high price for soya milk?

a) Yes I would b) I may c) Depends on quality d) No I won’t

15. At what quantity/size would you like to purchase soya milk?

a) 250 ml b) 500 ml c) 1 Liter d) 2 Liter

16. Would you prefer Soya milk if it came in different flavors?

a) Yes I would b) I may c) No I won’t d) Depends on flavors


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O B J E C T I V E O F U S I N G T H E Q U E S T I O NN A I R E

Our whole questionnaire is made based on primary information and based on that we have

collected our sample data. The survey method had been selected as the research tool for

following reasons.

Cost efficiency: We found that this method was relatively cheaper as we only needed to

print a copy and then make copies of it and then distribute them to the respondents.

Convenience: Questionnaire design is a simpler and easier way to collect responses and

conduct the survey, so it was convenient for us to use this tool.

Physical availability: Here we could see the persons who were responding to our

questionnaire, so we could easily perceive their condition where they were appropriate

for being our respondent or not.

Time efficiency: We had time constraints, and getting questionnaires filled up by the

respondents was also time-consuming, so making short format questionnaire saved our

time.

Less possibility of getting wrong information: Here if the respondent did not

understand any meaning of the questionnaire, then we could easily make them

understand. So there was less possibility of making mistake.


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M E T H O D S F O R O B T A I N I N G D A T A S P S S 2 2

After getting all the questionnaires filled up, each of the questions was coded along with the

variables with SPSS. Here, all of the options in each of the questions are entered to make a

database. This SPSS database then became the source of further analysis. With the help of the

data sheets then it was analyzed further by using various methods like frequency, cross

tabulation and Chi-square, Correlation, One-sample T test.

D E V E L O P I N G T H E D A T A A N A L Y S I S

Coding: Each question was being coded to a computer readable form for using in the SPSS.

Then the data were entered from the questionnaires. This was time consuming and needed much

skill.

Data entry: After entering all the responses from each question, the data entering part was done.

Then we proceeded forward for the final job, which was analysis.

Data Analysis: By using SPSS, we put the formula, and then the software automatically gave us

the result. We could get a number of tables, charts by this process. Then we proceeded for the

data conversion and interpretation part.

Data conversion: All the SPSS result sheets had to be converted into managerially

understandable form. We converted them to word documents, made tables, graphs and wrote the

analysis with words.


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J U S T I F I C A T I O N O F T H E Q U E S T I O N S I N T H E S U R V E Y

The survey questionnaire had intended to reveal two different aspects of the respondents. For the first

part, every respondent had to fill five questions to provide their demographic information. The second

part of the questionnaire was intended to disclose whether the respondents are aware on soya

milk or not. Then they need to answer about the soya milk, from where they want to purchase,

how many quantity or packet size they want etc. Are they really aware of their health, if they

aware of health what should prefer dairy milk or soya milk etc.

E V A L U A T I O N O F Q U E S T I O N S

Here are some demographic questions

Age

Purpose: To measure the percentage regarding age group in order to evaluate validity and find

out age specific consumption pattern.

Coding: 1= 20-30 2= 30-40 3= 40 above

Gender

Purpose: This is a direct demographic question. By analyzing this question we can identify the

gender group of respondents.

Coding: 1= Male, 2= Female

Income level:

1= TK 10,000- TK 40,000 2= TK 40,000-TK 70,000 3= TK 70,000-TK 100,000

4= TK 100,000-TK 250,0000


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The survey questions and their explanation are given below:

1) How would you rank yourself as a health conscious peroson?

a) I am very much health conscious

b) I am health conscious

c) I am not health conscious at all

d) I am somewhat health conscious

Purpose: this question was asked to find out about the health consciousness. According

to respondents

Coding: 1= I am very much health conscious, 2= I am health conscious, 3= I am not health

conscious at all, 4= I am somewhat health conscious

2) Do you differ between healthy and unhealthy ingredients while purchasing food products?

a) Yes b) No c) May be d) Didn’t think about it

Purpose: this question was asked to find out differ between healthy and unhealthy ingredients

while purchasing food products. According to respondents

1= Yes, 2= No, 3= May be, 4= Didn’t think about it

3) Are you concern about heart disease, diabetics, overweight, and blood pressure?

Yes b) No c) May be

Purpose: by this question we can easily find the respondent’s preferences concern about the

heart disease, diabetics, overweight, and blood pressure. According to respondents

Coding: 1= yes, 2= No, 3= May be, 4= At times


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4) Are you taking any steps to prevent yourself from being effected by such diseases?

a)Yes b) Sometimes c) I plan to d) Didn’t think about it

Purpose: the purpose of asking this question was to find out their taking steps for preventing

such diseases. According to respondents

Coding: 1= Yes, 2= Sometimes, 3= I plan to, 4= Didn’t think about it

5) If a substitute of dairy milk is offered to you that has same benefit like protein, vitamins and

minerals but non-fat would you purchase it

a) Yes I would

b) Most likely I would

c) That would depend

d) No I would not

Purpose: the purpose of asking this question was to find out the way by which the respondents

get to if the substitute of dairy milk is offered like same benefited in dairy milk so the customer

would purchase or not

Coding: 1= Yes I would, 2=Most likely I would, 3= That would depend, 4= No I would not

6) How often do you consume milk?

a) At least once a day

b) I sometimes drink milk

c) I hardly drink milk

d) I don’t drink milk

Purpose: the purpose of asking this question to know how often do consume milk .

Coding: 1= At least once a day, 2=I sometimes drink a milk , 3=I hardly drink a milk, 4= I don’t

drink milk.


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7) Do you like the taste of milk in its natural form/without adding any flavors

a) Yes b) Sometimes c) Rarely d) Never

Purpose: the purpose of asking this question was to find out the number of those respondents

who they like the taste of dairy milk without adding any flavors or not.

Coding: 1= Yes, 2= Sometimes, 3=Rarely, 4= Never

8) What do you understand by soya?

a) it’s a fruit b) it’s a chemical c) it’s a flower d) it’s a seed

Purpose: The purpose of asking this question to know about the respondents about soya

knowledge.

Coding: 1= It’s a fruit, 2= It’s a chemical 3= It’s a flower 4= It’s a seed

9) Have you heard of soya milk before?

a) Yes I have b) Maybe c) I don’t remember d) Never

Purpose: we try to find out whether the respondents heard about soya milk before or not

Coding: 1=yes I have, 2= Maybe, 3= I don’t remember, 4= Never

10) Have you ever consumed any soya product till now?

a) Yes I have b) No I haven’t c) Rarely d) Never

Purpose: the purpose of asking this question is to find whether the respondents ever purchased

soya product.

Coding: 1= Yes I have, 2=No I haven’t, 3= Rarely, 4= Never

11) If yes does it taste better than dairy milk?

a) Yes it tastes better

b) Couldn’t find any difference in taste

c) No I like dairy milk better

d) No I have never consumed dairy milk before


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Purpose: the purpose of this question is to find out if people buy soya milk before so what about

its taste

Coding: 1= Yes it tastes better, 2= Couldn’t find any difference in taste, 3= No I like dairy milk

better, 4= No I have never consumed dairy milk before

12) Are you willing to include it in your daily diet if it is available to?


Purpose: main purpose of this question is to find out whether people like to include soyamilk in

their daily diet if it is available

Coding: 1= Yes I would, 2= I may , 3= No I won’t, 4= It depends

13) How much do you spend on dairy milk per week?

a) TK 200-350 b) TK 100-200 c) TK 100 or less d) I don’t spend

Purpose: our main purpose to find out people how much spend on dairy milk

Coding: 1=TK350-200, 2=TK200-100, 3=TK100 or less 4= I don’t

14) Are you willing to pay a slightly high price for soya milk?


15) At what quantity/size would you like to purchase your soya milk?

a) 250 ml b) 500 ml c) 1 Liter d) 2 Liter

Purpose: we try to find out what quantity or size people would like to purchase

Coding: 1=250 ml, 2=500 ml, 3=1 liter, 4= 2 Liter


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Purpose: If soya milk slightly increase their price the respondent consume the product or not

Coding: 1= Yes I would, 2= I may, 3= No I won’t, 4= It depends

16) Would you prefer Soya milk if it came in different flavors?

a) Yes I would b) I may c) No I won’t d) Depends on flavors

Purpose: how people think it comes in market with different flavors

Coding: 1=Yes I would, 2=I may, 3=No I won’t, 4= Depends on flavors

D A T A A N A L Y S I S

In this section of the report we will analysis our data of the questionnaire survey. Our

questionnaire consisted of five demographic questions and 21 other questions which related to

our research topic.

The demographic questions were Age, Gender, income level. The relevance for including each of

these questions as well as important findings of the analysis has been discussed along with the

explanation of the frequencies.

We have entered the data in SPSS and run various statistical processes. Here we discuss them.

We begin with simple frequency distribution of some of our most important questions in the

questionnaire, including the relevance for the question in the report as well as relating the

marketing logic that would help us to prove or disprove our hypothesis.


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Data Analysis:

Crosstabs:-

Age * How would you rank yourself as a health conscious person?

Crosstab

How would you rank yourself as a health conscious person?

Total

I am very much

health consious

I am health

conscious

I am not at all

health consicous

I am somewhat

health consicous

Age 20-30 Count 0 26 3 7 36

% of Total .0% 26.0% 3.0% 7.0% 36.0%

30-40 Count 24 10 0 0 34

% of Total 24.0% 10.0% .0% .0% 34.0%

40 Above Count 30 0 0 0 30

% of Total 30.0% .0% .0% .0% 30.0%

Total Count 54 36 3 7 100

% of Total 54.0% 36.0% 3.0% 7.0% 100.0%

Symmetric Measures

Value

Asymp. Std.

Errora Approx. Tb Approx. Sig.

Interval by Interval Pearson's R -.719 .014 -10.254 .000c

Ordinal by Ordinal Spearman Correlation -.826 .022 -14.529 .000c

N of Valid Cases 100

a. Not assuming the null hypothesis.

b. Using the asymptotic standard error assuming the null hypothesis.

c. Based on normal approximation.


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As this crosstab correlation shows that age between 20-30 are less health conscious, but they

tries to be conscious about their health. And ages between 30-40 are health conscious and they

care about their health. At last the age 40 and above shows that all of them are very health

conscious and of aging they cares about their health more than youngers.

Gender * How would you rank yourself as a health conscious person?

Crosstab

How would you rank yourself as a health conscious person?

Total

I am very much

health consious

I am health

conscious

I am not at all

health consicous

I am somewhat

health consicous

Gender Male Count 27 18 3 7 55

% of Total 27.0% 18.0% 3.0% 7.0% 55.0%


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Female Count 27 18 0 0 45

% of Total 27.0% 18.0% .0% .0% 45.0%

Total Count 54 36 3 7 100

% of Total 54.0% 36.0% 3.0% 7.0% 100.0%

Symmetric Measures

Value

Asymp. Std.









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Here we can see that among 55 male person only 27 person are health conscious whereas 27

female among 45 female are more health. So based on this statistics we can say that female are

more health conscious than male.

Age * Do you differ between healthy and unhealthy ingredients while purchasing food prodocuts?

Crosstab

Do you differ between healthy and unhealthy ingredients while

purchasing food prodocuts?

Total

Yes No Maybe

Did not think

about it

Age 20-30 Count 16 7 0 13 36

% of Total 16.0% 7.0% .0% 13.0% 36.0%

30-40 Count 6 3 14 11 34

% of Total 6.0% 3.0% 14.0% 11.0% 34.0%

40 Above Count 30 0 0 0 30

% of Total 30.0% .0% .0% .0% 30.0%

Total Count 52 10 14 24 100

% of Total 52.0% 10.0% 14.0% 24.0% 100.0%

Symmetric Measures

Value

Asymp. Std.









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Ages between 20-30 cares about food ingredients while purchasing food products. And ages

between 30-40 cares less while purchasing food ingredients. But ages above 40 cares a lot while

purchasing food products more than the others.

Gender * Do you differ between healthy and unhealthy ingredients while purchasing food prodocuts?

Crosstab

Do you differ between healthy and unhealthy ingredients while

purchasing food prodocuts?

Total

Yes No Maybe

Did not think

about it

Gender Male Count 31 5 7 12 55

% of Total 31.0% 5.0% 7.0% 12.0% 55.0%

Female Count 21 5 7 12 45


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% of Total 21.0% 5.0% 7.0% 12.0% 45.0%

Total Count 52 10 14 24 100

% of Total 52.0% 10.0% 14.0% 24.0% 100.0%

Symmetric Measures

Value

Asymp. Std.


Interval by Interval Pearson's R .087 .100 .866 .389c

Ordinal by Ordinal Spearman Correlation .091 .100 .905 .368c






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According to this statistics Male person has answered that they cares a lot while purchasing food

ingredients, whereas the females are less.

Age * Are you concerned about heart disease, diabetics, over weight, blood pressure?

Crosstab

Are you concerned about heart disease, diabetics,

over weight, blood pressure?

Total Yes Maybe At times

Age 20-30 Count 0 36 0 36

% of Total .0% 36.0% .0% 36.0%

30-40 Count 0 16 18 34

% of Total .0% 16.0% 18.0% 34.0%

40 Above Count 14 16 0 30

% of Total 14.0% 16.0% .0% 30.0%

Total Count 14 68 18 100

% of Total 14.0% 68.0% 18.0% 100.0%

Symmetric Measures

Value

Asymp. Std.









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Based on this statistics ages 23-30 and 30-40 are not so conscious about heart diseases, diabetes

and blood pressure. But ages above 40 most of them are health conscious and they really tries to

control these diseases maintain some rules and regulations.

Gender * Are you concerned about heart disease, diabetics, over weight, blood pressure?

Crosstab

Are you concerned about heart disease, diabetics,

over weight, blood pressure?

Total Yes Maybe At times

Gender Male Count 0 37 18 55

% of Total .0% 37.0% 18.0% 55.0%

Female Count 14 31 0 45


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% of Total 14.0% 31.0% .0% 45.0%

Total Count 14 68 18 100

% of Total 14.0% 68.0% 18.0% 100.0%

Symmetric Measures

Value

Asymp. Std.









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This statistics shows that females are much more conscious than male to control heart diseases,

diabetes, and blood pressure.

Frequency Table

For question 4-12, we have evaluated in terms of Frequency:

4. Are you taking any steps to prevent yourself being effected by

such diseases?

Frequency Percent Valid Percent

Cumulative

Percent

Valid Yes 13 13.0 13.0 13.0

Sometimes 22 22.0 22.0 35.0

I plan to 26 26.0 26.0 61.0

Didnt think about it yet 39 39.0 39.0 100.0

Total 100 100.0 100.0

When people were asked if they were taking any steps to prevent diseases like heart disease,

diabetics etc. most people have answered most people have answered didn’t think about it.

Which shows maybe people in our country are not that health conscious.


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5. If a substitute of dairly milk is offered to you that has same benefit like

protein, vitamins and minerals but non-fat would you purchase it?


Cumulative

Percent

Valid Yes I would 36 36.0 36.0 36.0

Most likely I would 10 10.0 10.0 46.0

That would depend 39 39.0 39.0 85.0

No I would not 15 15.0 15.0 100.0

Total 100 100.0 100.0

When we asked people if they were given a substitute of dairy milk, which would provide

similar benefit would they prefer it, most people said that would depend and secondly they said

that they would purchase it.


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6. How often do you consume milk?


Cumulative

Percent

Valid At least once a day 15 15.0 15.0 15.0

I sometimes drink milk 37 37.0 37.0 52.0

I hardly drink milk 27 27.0 27.0 79.0

I dont drink milk 21 21.0 21.0 100.0

Total 100 100.0 100.0

When we asked our respondents how often they drank milk 37% people said they sometimes

drink milk, whereas only 15% people said they drank milk once a day.

7. Do you like the taste of milk in its natural form/without adding

any flavors?


Cumulative

Percent

Valid Yes 25 25.0 25.0 25.0


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Sometimes 37 37.0 37.0 62.0

Rarely 9 9.0 9.0 71.0

Never 29 29.0 29.0 100.0

Total 100 100.0 100.0

When we asked people if they preferred the taste of milk, without any added flavour, 37% of the

people said they like it sometimes, and 29% of them have said they never have it without adding

any extra flavours.

8. What do you understand by soya?


Cumulative

Percent

Valid Its a fruit 11 11.0 11.0 11.0

Its a chemical 17 17.0 17.0 28.0

its a flower 17 17.0 17.0 45.0

Its a seed 55 55.0 55.0 100.0

Total 100 100.0 100.0


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When we asked our respondents what they understood about soya, More than half of the people

surveyed, 55% of them said that it’s a seed, which shows they have idea about it.

9. Have you heard of soya milk before?


Cumulative

Percent

Valid Yes I have 16 16.0 16.0 16.0

Maybe 34 34.0 34.0 50.0

I dont remember 30 30.0 30.0 80.0

Never 20 20.0 20.0 100.0

Total 100 100.0 100.0


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When people were asked, if they heard about soya milk before the response was very few of

them knew about it, 34% of the people said maybe, and 30% answers were given signifying they

don’t remember.

10. Have you ever consumed any soya product till now?


Cumulative

Percent

Valid Yes I have 35 35.0 35.0 35.0

No I have not 18 18.0 18.0 53.0

Rarely 20 20.0 20.0 73.0

Never 27 27.0 27.0 100.0

Total 100 100.0 100.0


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When the respondents were asked if they have ever consumed any product made of soya, 35% of

them said they had consumed it before, whereas only 18% people said they have not.

11. If yes does it taste better than dairy milk?


Cumulative

Percent

Valid Yes it tastes better 19 19.0 19.0 19.0

Couldnt find any difference 32 32.0 32.0 51.0

No I like dairy milk better 20 20.0 20.0 71.0

No I have never consumed

soya milk before 29 29.0 29.0 100.0

Total 100 100.0 100.0


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When we asked our respondents if they thought there was any difference between the taste of

soya milk and dairy milk 32% of the respondents said, they couldn’t find any difference.

Secondly 29% of the people said they haven’t ever tried it.

12. Are you willing to include it in your daily diet if it is available?


Cumulative

Percent

Valid Yes I would 21 21.0 21.0 21.0

I may 24 24.0 24.0 45.0

No I wont 18 18.0 18.0 63.0

It depends 37 37.0 37.0 100.0

Total 100 100.0 100.0


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When we asked people if they would want to include soya milk in their daily diet, most people

said that it would depend on different factors. Only 18% people had said that they wouldn’t

include it in their diet.


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Correlations Correlation helps us understand the relationship among variables. The questions which we have

chosen out of our survey to measure the correlation among them are question 13-15.

Through this we find out how positive or negatively these variables are related.

Correlations

How much do

you spend on

dairy milk per

week?

Are you willing

to pay a slightly

high price for

soya milk?

At what

quantity/size

would you like

to purchase

soya milk?

How much do you spend on

dairy milk per week?

Pearson Correlation 1 .032 -.139

Sig. (2-tailed) .752 .167

N 100 100 100

Are you willing to pay a

slightly high price for soya

milk?

Pearson Correlation .032 1 .320**

Sig. (2-tailed) .752 .001

N 100 100 100

At what quantity/size would

you like to purchase soya

milk?

Pearson Correlation -.139 .320** 1

Sig. (2-tailed) .167 .001

N 100 100 100

**. Correlation is significant at the 0.01 level (2-tailed).

In correlation, if the p value is below 5% which is the level of significance, we reject our null

hypothesis and accept our alternate hypothesis, in this specific correlation table we have tried to

establish relation among variables of, how much a person spends on milk per week, would

he/she pay higher price for soya milk, and how it would vary according to the quantity or size

being available of the soya milk.


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One sample T test

One-Sample Statistics

N Mean Std. Deviation Std. Error Mean

Would you prefer Soya milk

if it came in different flavors? 100 2.5900 1.23987 .12399

One-Sample Test

Test Value = 2.5

t df Sig. (2-tailed) Mean Difference

95% Confidence Interval of the

Difference

Lower Upper

Would you prefer Soya milk if

it came in different flavors? .726 99 .470 .09000 -.1560 .3360

In this T-test we see that if people were given different options for Soya milk flavors still it

would not affect their purchase, they would be indifferent towards it.


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C O N C L U S IO N

Based on the primary research and secondary data, conclusions about the soya milk consumption

are:

Now-a-days people prefer soya milk more than cow milk

We got positive responses regardind people prefering soya milk

Thus the research hypothesis proved correct. I also recommend marketers to undertake a

comprehensive campaign to raise public awareness about the soya milk and its neutrients. Also

they should provide a clear picture of how the soya milk will be beneficial to us by including the

comparison between the costs and benefits of soya milk vs. cow milk or other options.


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R E C O M M E N D A T I O N

I. As soya milk is totally a new product in the Bangladesh market, it is essential to follow

the basic market concepts, that is, using informative advertisement’s for the new product.

From our research we have many people haven’t even heard of soya milk yet, and only

few in number have ever had soya milk before. Thus it is essential to educate the

consumer’s in the market before any other marketing approach is taken. Consumers

should be thought about the benefit of the product and how it can be included in one daily

life. For in

II. Persuasive promotional campaign is a must for soya milk to have its day in the

Bangladeshi market. Even before the birth of the Bangladesh (when it was under India

during Mughal period) people of this region has been having milk, it’s been more like a

cultural thing in here. Even during wedding we can see bride and groom having milk

from the same glass. To change such long practice, intense promotional campaign is a

must. To make the matter worse for the entrance of soya milk now even zero-fat cow

milk, with varieties of flavor’s can be found in the market, so not only do they have to

promote their though free trails and other exceptional promotional campaign they must

also make sure that the taste of soya milk beat’s the taste of cow milk, otherwise keeping

up in the Bangladesh market will be almost impossible for soya milk.

III. Price always plays a very important role for any kind of product. From our research we

have that not many people are willing to pay a higher price for soya milk, so price tagged

on soya milk has to be very calculative. If too much high price is charged then people

will never switch from cow milk to soya milk, and if too less of a price is charged then


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people may think there may be some kind of problem with the product and product itself

will look very needy.

IV. Proper availability of the soya milk will also play a major role for it’s existence in the

Bangladesh market. As it will act as a substitute of cow milk so it must be found in

almost every places where cow milk is found to better compete in the market. Thus it

must be made available to local general stores as well as super stores, that has recently

shaken the rich neighborhood of the Bangladeshi market.

V. Selecting a proper target market is a must. As it is a completely new product for the

Bangladeshi market, it is not advised to run the production in large rather this product

should be launched in Dhaka initially. If soya milk is a hit in Dhaka then other cities such

as Chittagong and Sylhet should be targeted before launching the product in whole

Bangladesh.

Market Research on Soya milk

Marketing

Transcript of Market Research on Soya milk