8/2/2019 Anuraj S Zachariah_ PG20111041 Mr

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“ Quaker Oats ” 

Students name 

PG roll no 

Anuraj S Zachariah  PG20111041  

Gaurav Solanki 

Chirag Arora 

Mohd Saif 

Pallavi jha 

Submitted to  Smitha G irija 

Submitted on  21March 2012 

Subject Marketing Research 

Marks A llotted 

Remarks(if any) 

Proposal on Quaker Oats 

Project Title 

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To understand the consumer perception of Quaker Oats in South Delhi 

Introduction 

The Quaker Oats Company is an American food conglomerate based in Chicago. It

has been owned by PEPSICO since 2001. In August 2001, Quaker was bought out by 

PEPSICO because Pepsi wanted to add Gatorade to its arsenal of beverages and thus

break into the isotonic sports beverage market. The merger created the fourth-

largest consumer goods company in the world. Though the main prize for PEPSICO

was Gatorade noncarbonated sports drink, Quaker's cereal and snack food division

serves as seemingly healthier complement to the existing Frito-Lay salty-snacks

division. 

1) For consumer perception we have studied the online article from website 

http://www.ijdesign.org/ojs/index.php/IJDesign/article/view/535/272 . This article is all

about how consumer perceive about a product by its appearance like Modernity, Simplicity 

and Playfulness. 

2. We reffered book “Not Eating Enough” by By Bernadette M. Marriott, Institute of

Medicine (U.S.). Committee on Military Nutrition Research Link: 

http://books.google.co.in/books?id=dkcrAAAAYAAJ&pg=PA244&lpg=PA244&dq=consumer+

perception+about+quaker+oats&source=bl&ots=58FxEQ9F2P&sig=ZL11oZPdosjyz1AnkIQw 

nC-Ty6Y&hl=en&sa=X&ei=4-VpT-

ViyIisB9rZ6J0C&sqi=2&ved=0CDgQ6AEwBA#v=onepage&q=consumer%20perception%20about%20quaker%20oats&f=false  

In which perception of consumer by packaging and physical view of the product is

observed. 

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 3) We referred to eBook “Sensory and Consumer Research in Food Product design

and development By Howard R. Moskowitz, PhD, Jacqueline H. Beckley, MBA, Anna V. A.Resurreccion, PhD 

Link: 

http://books.google.co.in/books?id=pGb62wxSExgC&pg=PT25&lpg=PT25&dq=consumer+per

ception+about+quaker+oats&source=bl&ots=AbXjYcic59&sig=_zwid87St5W_eSfkbFhMWXI

Fgzw&hl=en&sa=X&ei=4-VpT-

ViyIisB9rZ6J0C&sqi=2&ved=0CDwQ6AEwBQ#v=onepage&q=consumer%20perception%20

about%20quaker%20oats&f=false 

For consumer expectation , product perception ,dissatisfaction And “cognitive dissonance”

as a factor for consumer perception. 

4.) Online Article Studied : “CONSUMERISM, CONSUMER EXPECTATIONS, AND

PERCEIVED PRODUCT PERFORMANCE” By:Rolph E. Anderson, Old Dominion University &Joseph F. Hair, Jr., The University of Mississippi Link: http://www.acrwebsite.org/volumes/display.asp?id=11992  (Association of consumer

research ) This article is all about Consumer expectation , product perception ,dissatisfaction, cognitive

dissonance as a factor for consumer perception about a product. 5. The National Academies Press 

Website http://www.nap.edu/openbook.php?record_id=5002&page=239 

Its all about How can a product be optimized? Should a new product be introduced, or 

should an old product continue? What new food ideas are desired by consumers? 

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6. We studied about the Quaker oats from Official website 

Website:http://www.quakeroats.com 

7. we studied how companies grab attention of consumers through packaging and

logo.Link: http://matt-johnson.suite101.com/trends-in-supermarket-packaging-and-logos-

a370400 

8. ebook “MKTG4 2010” 

By Charles W. Lamb, Joseph F. Hair, Carl McDaniel 

Link: http://books.google.co.in/books?id=ZmzEmTxm6t4C&pg=PA161&lpg=PA161&dq=consumer

+perception+about+quaker+oats&source=bl&ots=fhE2MiKnOs&sig=ACMVhaAn9vVs0wIJTjL

zDk8iY8A&hl=en&sa=X&ei=Ae9pT43zO8KtrAem3uT8Aw&ved=0CEoQ6AEwBzgU#v=onep

age&q=consumer%20perception%20about%20quaker%20oats&f=false 

Research Objectives 

1.  To understand the consumer perception of Quaker Oats 

2.  To know the brand awareness of Quaker Oats 

3.  To know the brand visibility in the Indian Media 

4.  To understand Indian consumer’s health consciousness and the penetration

of health foods and cereals

5.  Analysis of the brand value of Quaker Oats in the Indian Market 

Methodology