Dairy Queen

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First of all I am thankful to ALLAH Almighty who has created us, gave us the power to understand and the power to gain knowledge. Without HIS kind guidance I would have not been able to complete any task given to me.

Consumer Behavior

Submitted to : Mr.Mobin-ul-haq

Dated: 01-04-07

Submitted by: M.Khubaib Khan Shirwani

ID # 043432031

Consumer Behavior Final Project 1

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University of Management & Technology

TABLE OF CONTENTS Executive Summary

1. Executive Summary

2. Introduction to company.

3. Product background.

4. Competitors(2)

5. Attitude Theory

6. Theory of reasoned action

7. Methodology

8. Limitations.

9. Questionnaire.

10. Interviews

11. Survey report & Findings

12. Comparing Attitude of the Dairy Queen

13. Strategy

14. Application of theory

15. Annexure ( yellow Pages )


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Executive Summary

In this project we have assigned to Pick a product that does not enjoy good repute or

positive evaluation in the mind of customer and market. Evaluate the attitude of the

customer and apply the attitude change theory to change the attitude of the customer.

Devise the strategy and recommendations by taking interviews and by filling up the

Questionnaires.

Introduction to Company

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 more than Rs.4 billion presently. The company also operates as a franchise of Candia

Cedilac of France. CDL has a state of the art milk processing facility situated at 62-KM

Multan road, Near Bhai Pheru, and has a team of 400 exceptional individuals to support

its operations. The head office of CDL is located in the evergreen city of Lahore at 135-

Ferozepur Road. CDL is producing a number of food products both for consumers and

industrial users.

The main brands of Haleeb Foods are as following:

o Asli desi ghee

o N’rish

o Candia milk

o Dairy Queen

o Tropico (fruit juices)

CDL 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


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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.

Company's Mission: · providing nutritious and hygienically processed food product to

our customers 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)

Product Background

Dairy Queen Standardized milk is the brand name of Haleeb Foods Limited UHT milk.

Dairy Queen is Pasteurized, Standardized, Homogenized and Ultra Heat Treated milk of

the highest standards. Dairy Queen is standardized to 3.5% Butter Fats and 8.9% SNF

(Solids Non Fat) as prescribed by Pakistan Pure Food Laws. Safe, Economical and

nourishing it is available in 1/2 Litre and 1/4 Litre packing for your convenience.

Key

Benefits

o Guaranteed Clean/Bacteria Free


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o Homogenized

o Standardized

o Economical

Dairy Queen is standardized and homogenized pure UHT Milk with 3.5% fat and 8.9% solid non fats.

At an affordable price it has won the hearts of consumers everywhere. It is available in 6-

layered Tetra Pak Fino Packaging, introduced for the first time in Pakistan and has 2 months

shelf life. Shipping Units: 250 ml: 24 pouches per carton 500 ml: 16 pouches per carton 1000 ml: 9 pouches per carton

Competitors

We took two major competitors of Dairy Queen Standardized milk.

NURPUR milk HALLA milk


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Attitude Theory

Consumer Behavior Final Project

Cultural and Social Influences

Decision-Making ProcessDecision-Making Process

MOTI VATION

Perception

Learning and Memory

Attitudes

AFFECT

Problem Recognition

Search Evaluation Choice Outcomes

Ethnicity, Race, and Religion

Household and ref. groups

Socio-Econ: income,educ.

Demographic:Gender, Age

Psychographics: Lifestyle, Person.

Basic Psychological Processes

6

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Attitude


Attitudes - OutlineAttitudes - Outline

HowHow Do Consumers Do Consumers ChangeChange Their Their Attitudes? Attitudes? (Attitude Change and (Attitude Change and Persuasion)Persuasion)

Why Do Consumers Form Attitudes? (The Functions of Attitudes)

How Do Consumers Form Attitudes? (Attitude Formation)

7

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The Attitude Object: AO

The target of the attitude Can be:

The product


An attitude is:An attitude is:A lasting, general evaluation of people, A lasting, general evaluation of people,

objects, places, behaviors, or ideas.objects, places, behaviors, or ideas.

Examples:Examples:I like Diet Coke.I like Diet Coke.I really like Diet Dr. Pepper.I really like Diet Dr. Pepper.I dislike calls from telemarketers.I dislike calls from telemarketers.

+

8

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The brand The purchase of the product The use of the product This specific instantiation of the product The ad And so on…

Important to be specific

Components of an attitude: The ABCs

Affect

Behavior

Cognition

A clever marketer can change each component

Attitude formation process

Standard (high-involvement) hierarchy1. Cognitions2. Affect associated with each cognition3. Behavior

Low-involvement hierarchy1. Limited cognitions2. Behavior3. Affect (more cognitions may then be added)


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Experiential Hierarchy1. Affect2. Behavior3. Cognitions


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Theory of Reasoned Action model


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Theory of Reasoned Action Predict behavioral intention.

Predict by: Calculate specific attitude as in Fishbein Model.

Belief x Importance Then account for the influence of norms.

Perceived normative belief Motivation to comply with norm

Allows measurement of attitude about buying/ using, not just attitude about product.

But, some behaviors may not be intentional: Ex: Impulse buys

Spontaneous behaviors (Fazio, Powell, Williams, 1989) Are predicted by attitudes when the attitude is accessible. Are predicted by arbitrary factors if the attitude is not accessible.

Multiattribute Attitude Models:

Problems continued: Prediction of Behavior is still not impressive under the Theory of

Reasoned Action. Reasons:

Multiple moderating variables can influence consumer behavior Measurement Difficulty (Attitudes may be formed on the spot –

not that “enduring” – e.g., “What is your Attitude toward Soccer, Hong Kong, and the recent Education bill?”)

As a Result: Investigate what makes consumers change their attitudes, rather

than its predictive power in terms of behavior.


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Methodology

We would make primary research in the form of Questionaires Sample size = 20 We would also take Five interviews as a secondary research The sample would be taken from the different segments of Lahore

In this project we would conclude some findings about the attitude of customer about the Dairy Queen

After the findings we would make a strategy to change the attitude of the customer.

Limitations

The project would be very specific about the attitude of the customer The sample would only be taken from the Lahore Two competitors would be taken to compare with the specific brand Strategy should be built using the attributes of the attitude.


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Questionnaire

(We are the students of MBA and we would be pleased to have your cooperation by filling this Questionnaire so we would be able to know the customer perception regarding milk)

Question # 1 Do you use packed milk?

o Yeso No

If No, Then Plz Go To Personal Profile.

Question # 2 Why you use packed milk?

o To Drink o To Make teao To Make sweet dishes o For Good health, Good at meal time o Any other __________ (please mention)

Question # 3What is your monthly consumption level of packed milk?

o 10-15L ______o 16-20L ______o 21-25L ______o 26-30L ______o More than 30L ______

Question # 4Have you ever tried Dairy Queen standardized milk?

o Yes


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o No

Question # 5What is your experience after using Dairy Queen standardized milk?

Highly Satisfied Neutral Dissatisfied HighlySatisfied Dissatisfied

Question # 6How well Dairy Queen is describing the following characteristics?

(Tick the desired Boxes)

Question # 7Initiate the degree of satisfaction you would get after using milk.


ScaleCharacteristics

Very Satisfying

Satisfying Neutral Dissatisfying Very Dissatisfying

Good For Drinking

Good In Taste

Good In Packaging

Question # 8How well HALLA describing the following characteristics?



Describing Very Well

Describing Well

Neutral Doesn’t Describe

Doesn’t Describe

at allGood For Drinking

Good In Taste

Good In Packaging

16

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Question # 9How well NURPUR is describing the following characteristics


Question # 10Mark the Dairy Queen out of 5 considering these attributes.

o Priceo Packagingo Nutrient Contents o Smello Taste

Question # 11Rearrange the following attributes of Dairy Queen according to your preference (From 1 5, 1= Highest, 5 = Lowest)?

1. Price 1.2. Packaging 2.

3. Nutrient Contents 3.4. Smell 4.5. Taste 5.

Price, Packaging, Nutrient Contents, Smell, TastePrice, Packaging, Taste, Smell, NCPrice, Packaging, Smell, Taste, NCQuestion # 12




Describing Well


Doesn’t Describe


Good In Taste

Good In Packaging



Describing Well


Doesn’t Describe


Good In Taste

Good In Packaging

17

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What is the likelihood you would buy DAIRY QUEEN next time you purchase MILK?

(Tick any of the following option)

o Definitely will buy ______o Probably will buy ______o Might be buy ______o Probably will not buy ______o

Definitely will not buy ______

Question # 13 Rate the brands according to your preference in regard to given attributes?

(Tick the Desired Box)

DEMOGRAPHICS

Gender:

o Male ………….o Female ………….

Material status:

o Single …………o Married …………


Packed Milks

Attributes

Dairy Queen

Nurpur Halla

Price

Packaging

Nutrient Contents

Smell

Taste

18

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Qualification

o Below Matric …………o Under Graduate Bachelor …………o Above Graduate …………

Age

o 15- 20 Years …………o 21- 25 Years ………… o 26- 30 Years …………o 31- 35 Years …………o 35 or more …………

Income level per month (Optional)

o Less than 15000 …………o 15001-30,000 ………… o 30,001 and Above …………

Area of residence

o Model Towno Allama Iqbal town o Gulbergo Defenceo Walled City

Family members

o < than 3 o 47o 7and Above


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Summary of the Interview

Respondent # 1

Respondent # 2

Respondent # 3


Ch. Abdul Hafiz uses packed milk as per his consumption requirement. He used packed milks for its drinking and making tea usages. He tried dairy Queen but his perception is very bad and he feels smells is as integral part in its bad perception. If he is given the opportunity to re –arrangement the brands according to his preference , then he ranked Nurpur on Top one , follow by Halla then Dairy Queen as follows. As mentioned above, smell is a basic problem or negative aspect in dairy queen. As he never preferred to use dairy queen so he his satisfaction regarding dairy queen is never is high. According to his requirement, Taste, price & Packaging is most important in packed milk option. The respondent is not interested in any promotional offer and doesn’t think that Diary Queen is not best neither in drinking nor in tea for himself.

Col.Rtd. M. Arshad is not a heavily consumer of packed milk, he uses it in his normal usage routine like in tea. He mainly uses milk man milk and uses packed milk only, when there is shortage of it. He thinks that taste is a major factor in lacking backward of dairy queen and Nurpur, Halla are ahead of dairy queen if we see it in competitor point of view. As it was discussed before, the one of the problems like taste concerns a lot and Halla is quite better than it. Mr.syed didn’t use it too often so the satisfaction level is not even high but in other words near to nothing. In his criterion, price is one of the major issues after that, smell& taste which has a combined affect and packaging is the most important attributes. Any promotional offer regarding price or packaging would be accepted by him but he is not at all brand loyal. According to his preference, he prefer to use dairy queen as a drinking solution as compared to use in tea making.

Syed Bukhari uses packed milk and he uses packed milk for all uses either for drinking or for drinking purposes. Yes, he uses Dairy queens a couple of times, and he thinks Dairy Queen is outdated and seriously facing problem like packaging related issues. He ranked the other competitors in such a preference like Halla, Dairy Queens and Nurpur. He thinks availability is one of the major issues plus the outlook of it also discourages alot.He was not satisfied at times when he used dairy queen couple of times before. He thinks that the most important attribute should be the Taste plus the Packaging (outlook) of the milk. He is not interested in what ever the promotion offer is offering. He thought he might use it as in tea but for drinking purposes, he is quite damn sure that he feels no urge to use it.

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Respondent # 4

Respondent # 5

Survey report & Findings

Ratio of the respondents who have tried Dairy Queen

Measuring the brand belief Attribute evaluation Over all brand evaluation Intension to buy

Ratio of the respondents who have tried Dairy Queen


Miss Ayesha is user of packed milk but she uses it on occasion when they need excess of milk either for the making of tea for unexpected guests or use in sweet dishes, otherwise the milkman milk is enough for their normal use. Yes she know Dairy queen, but she never ever use it personally. Nurpur and Halla are far better than Dairy Queen in term of public recognition. In particular Nurpur is having the entire ingredients which are essential in any milk. She uses Nurpur as a packed milk option than milk. In her point of view packed milk, packaging, price and taste are important factors. She is least bothered about the promotional offer offered by Dairy queen, so the matter of satisfaction doesn’t matter at all.

Miss Samina Ramzan is a big user for the packed milk. She uses paced milk. She uses packed milk both for tea purposes and for drinking purposes. Yes she used Dairy Queen very frequently but not on a daily basis. She thought, smell, price & taste is an important part of the Packed milk category. While comparing Dairy queen with other two Brands, Nurpur & Halla. Nurpur, Halla and then Dairy queen are the preference of Miss Samina. She is satisfies with the what so ever quality of Dairy Queen but she often feels reluctant to use Dairy Queen only because of one reason and that is the image problem. She is not interested in any offers made by the promotional activities by Dairy Queen. According to her preference, he prefer to use dairy queen as a drinking

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Usage Of Packed Milk

18 90.0 90.0 90.0

2 10.0 10.0 100.0

20 100.0 100.0

Yes

No

Total

ValidFrequency Percent Valid Percent

CumulativePercent


10.0%

90.0%

No

Yes

Usage Of Packed Milk * Usage Of Dairy Queen Crosstabulation

Count

10 8 18

1 1 2

11 9 20

Yes

No

Usage Of PackedMilk

Total

Yes No

Usage Of Dairy Queen

Total

Summary:



NoYes

Cou

nt

12

10

8

6

4

2

0


Yes

No

22

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90 % of the people used packed milk and out of them 50 % of the people tried Dairy Queen in our Sample of 20 from different areas of Lahore.

Interviews:

We conduct interview from the Different people and we find that 80 % of the consumer of Packed milk tried Dairy Queen but 20 % didn’t even know the name of Dairy Queen.

Out put:The ratio of the consumer who have tried Dairy Queen is not so less most of the consumer have tried Dairy Queen like other packed milk.

90 % of the people used packed milk and out of them 50 % of the people tried Dairy Queen in our Sample of 20 from different areas of Lahore.

We conduct interview from the Different people and we find that 80 % of the consumer of Packed milk tried Dairy Queen but 20 % didn’t even know the name of Dairy Queen

Recommendations:

Although we know that it is a low involvement product and most of the people tried Dairy Queen so, there are other reasons that made the bad attitude of Dairy Queen in the Market.

Measuring the brand belief


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Monthly Consumption Level of Packed Milk * Usage Of Dairy QueenCrosstabulation

Count

1 1

2 2

2 2 4

2 4 6

4 3 7

11 9 20

10-15L

16-20L

21-25L

26-30L

More Than 30L

Monthly ConsumptionLevel of Packed Milk

Total

Yes No


Total

Monthly Consumption Level of Packed Milk

More Than 30L

26-30L

21-25L

16-20L

10-15L

Co

un

t

4.5

4.0

3.5

3.0

2.5

2.0

1.5

1.0

.5


Yes

No

Summary:

People who have monthly consumption of milk above 30 liter are the largest user of Dairy Queen and people having 26-30 liter monthly consumption didn’t like to use dairy queen. Most shockingly Dairy Queen is also being used in the consumer who have 10-15 liter monthly consumption of milk.


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How Well the Dairy Queen Describing the Characteristics? * Degree Of Satisfaction would get after using milk Crosstabulation

Count

1 1

4 4

1 1

1 1

1 1

1 1

1 4 5

1 1

1 1

1 2 3

1 1

1 1 4 2 1 1 4 1 2 2 1 20

Good For Drinking &Describing Very Well

Good For Drinking &Doesn't Describe

Good For Drink &Doesn't Describe At All

Good In Taste &Describing Well

Good In Taste & Neutral

Good In Taste &Doesn't Describe

Good In Taste &Doesn't Describe At All

Good In Packaging &Describing Well

Good In Packaging &Neutral

Good In Packaging &Doesn't Describe

Good In Packaging &Doesn't Describe At All

How Well theDairy QueenDescribing theCharacteristics?

Total

Good ForDrinking &

VerySatisfying

Good ForDrinking &

Neutral

Good ForDrinking &

Dissatisfying

Good ForDrink & VeryDissatisfying

Good In Taste& Neutral

Good In Taste&

Dissatisfying

Good In Taste& Very

Dissatisfying

Good InPackaging &

VeryDissatisfying

Good InPackaging &

Satisfying

Good InPackaging &Dissatisfying

Good InPackaging &

VeryDissatisfying

Degree Of Satisfaction would get after using milk

Total

How Well the Dairy Queen Describing the Characteristics?

Co

un

t

4.5

4.0

3.5

3.0

2.5

2.0

1.5

1.0

.5

atisfying

Good In Taste & Very

Dissatisfying

Good In Packaging &

Very Dissatisfying

Good In Packaging &

Satisfying

Good In Packaging &

Dissatisfying

Good In Packaging &

Very Dissatisfying

Summary:


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In this table we come to know that most of the people have used Dairy Queen but they are not satisfy with the product because taste and smell of the product doesn’t describe good characteristics of Dairy Queen.

Monthly Consumption Level of Packed Milk * Usage Of Dairy QueenCrosstabulation

Count

1 1

2 2

2 2 4

2 4 6

4 3 7

11 9 20

10-15L

16-20L

21-25L

26-30L

More Than 30L

Monthly ConsumptionLevel of Packed Milk

Total

Yes No


Total

Monthly Consumption Level of Packed Milk

More Than 30L

26-30L

21-25L

16-20L

10-15L

Co

un

t

4.5

4.0

3.5

3.0

2.5

2.0

1.5

1.0

.5


Yes

No

Summary :

People who have high consumption of milk tried Dairy Queen much more than others.


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How Well the Dairy Queen Describing the Characteristics? * Degree Of Satisfaction would get after using milk Crosstabulation

Count

1 1

4 4

1 1

1 1

1 1

1 1

1 4 5

1 1

1 1

1 2 3

1 1

1 1 4 2 1 1 4 1 2 2 1 20













Total

Good ForDrinking &

VerySatisfying

Good ForDrinking &

Neutral

Good ForDrinking &

Dissatisfying

Good ForDrink & VeryDissatisfying

Good In Taste& Neutral

Good In Taste&

Dissatisfying

Good In Taste& Very

Dissatisfying

Good InPackaging &

VeryDissatisfying

Good InPackaging &

Satisfying

Good InPackaging &Dissatisfying

Good InPackaging &

VeryDissatisfying


Total


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Co

un

t

4.5

4.0

3.5

3.0

2.5

2.0

1.5

1.0

.5

atisfying


Dissatisfying

Good In Packaging &

Very Dissatisfying

Good In Packaging &

Satisfying

Good In Packaging &

Dissatisfying

Good In Packaging &

Very Dissatisfying

Summary:


1 5.0 5.0 5.0

4 20.0 20.0 25.0

1 5.0 5.0 30.0

1 5.0 5.0 35.0

1 5.0 5.0 40.0

1 5.0 5.0 45.0

5 25.0 25.0 70.0

1 5.0 5.0 75.0

1 5.0 5.0 80.0

3 15.0 15.0 95.0

1 5.0 5.0 100.0

20 100.0 100.0












Total


CumulativePercent


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5.0%

15.0%

5.0%

5.0%

25.0%

5.0%

5.0%

5.0%

5.0%

20.0%

5.0%

Good In Packaging &

Good In Packaging &

Good In Packaging &

Good In Packaging &

Good In Taste & Does


Good In Taste & Neut

Good In Taste & Desc

Good For Drink & Doe

Good For Drinking &

Good For Drinking &

Summary:

20 % of the people said that it is not good for drinking and 25 % said its characteristics doesn’t support very well also that this is good in taste.

Interviews:

Almost all of the consumer in interview have their strong belief that the Dairy Queen is not a good product in its Quality and there is a problem of smell in the product and one of the consumer said it is really very embarrassing for me to by such type of a product.

Out put:

People who have monthly consumption of milk above 30 liter are the largest user of Dairy Queen and people having 26-30 liter monthly consumption didn’t like to use dairy queen. Most shockingly Dairy Queen is also being used in the consumer who have 10-15 liter monthly consumption of milk.

In this table we come to know that most of the people have used Dairy Queen but they are not satisfy with the product because taste and smell of the product doesn’t describe good characteristics of Dairy Queen.

People who have high consumption of milk tried Dairy Queen much more than others.


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20 % of the people said that it is not good for drinking and 25 % said its characteristics doesn’t support very well also that this is good in taste.

Almost all of the consumer in interview have their strong belief that the Dairy Queen is not a good product in its Quality and there is a problem of smell in the product and one of the consumer said it is really very embarrassing for me to by such type of a product.

Recommendations

In this segment we concluded that Dairy Queen is very well known but there is already a very bad repute of the product in the consumers belief so, we have to make a strategy so that the we can change the belief of the consumer.

Attribute evaluationDegree Of Satisfaction would get after using milk

1 5.0 5.0 5.0

1 5.0 5.0 10.0

4 20.0 20.0 30.0

2 10.0 10.0 40.0

1 5.0 5.0 45.0

1 5.0 5.0 50.0

4 20.0 20.0 70.0

1 5.0 5.0 75.0

2 10.0 10.0 85.0

2 10.0 10.0 95.0

1 5.0 5.0 100.0

20 100.0 100.0

Good For Drinking &Very Satisfying

Good For Drinking &Neutral

Good For Drinking &Dissatisfying

Good For Drink & VeryDissatisfying


Good In Taste &Dissatisfying

Good In Taste & VeryDissatisfying

Good In Packaging &Very Dissatisfying

Good In Packaging &Satisfying

Good In Packaging &Dissatisfying


Total


CumulativePercent


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5.0%

10.0%

10.0%

5.0%

20.0%

5.0%

5.0%

10.0%

20.0%

5.0%

5.0%Good In Packaging &

Good In Packaging &

Good In Packaging &

Good In Packaging &


Good In Taste & Diss

Good In Taste & Neut

Good For Drink & Ver

Good For Drinking &

Good For Drinking &

Good For Drinking &

Summary :

20 % of the consumer satisfied by drinking of milk,20 % for the good taste and 10 % by good packaging of packed milk.

Attribute of the Dairy Queen According to the preference(1)

8 40.0 40.0 40.0

3 15.0 15.0 55.0

1 5.0 5.0 60.0

4 20.0 20.0 80.0

4 20.0 20.0 100.0

20 100.0 100.0

Price

Packaging

Nutrient Contents

Smell

Taste

Total


CumulativePercent


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20.0%

20.0%

5.0%15.0%

40.0%

Taste

Smell

Nutrient ContentsPackaging

Price

Summary:

Price of the Dairy Queen is much better in the view of 40 % of the consumer than taste & Smell of Dairy Queen Equally liked by 20 % of the consumer.


6 30.0 30.0 30.0

5 25.0 25.0 55.0

4 20.0 20.0 75.0

2 10.0 10.0 85.0

2 10.0 10.0 95.0

1 5.0 5.0 100.0

20 100.0 100.0

Price

Packaging

Taste

Smell

Nutrient Contents

24.00

Total


CumulativePercent


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5.0%

10.0%

10.0%

20.0%

25.0%

30.0%

24.00

Nutrient Contents

Smell

Taste

Packaging

Price

Summary:


7 35.0 35.0 35.0

8 40.0 40.0 75.0

2 10.0 10.0 85.0

2 10.0 10.0 95.0

1 5.0 5.0 100.0

20 100.0 100.0

Price

Packaging

Smell

Taste

Nutrient Contents

Total


CumulativePercent


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5.0%

10.0%

10.0%

40.0%

35.0%

Nutrient Contents

Taste

Smell

Packaging

Price

Summary:

40 % of the consumer like packaging most, for 35 % of the consumer price of the Dairy Queen Stands on The second place and taste on the third place.

Preference of Brands According to given Attributes

5 25.0 25.0 25.0

1 5.0 5.0 30.0

1 5.0 5.0 35.0

1 5.0 5.0 40.0

1 5.0 5.0 45.0

1 5.0 5.0 50.0

1 5.0 5.0 55.0

5 25.0 25.0 80.0

4 20.0 20.0 100.0

20 100.0 100.0

Dairy Queen & Price

Dairy Queen &Nutrient Contents

Dairy Queen & Taste

Nurpur & Price

Nurpur & Packaging

Nurpur & NutrientContents

Nurpur & Smell

Nurpur & Taste

Halla & Packaging

Total


CumulativePercent


_______________________________________________________Dairy Queen


20.0%

25.0%

5.0%

5.0%

5.0%

5.0%

5.0%

5.0%

25.0%

Halla & Packaging

Nurpur & Taste

Nurpur & Smell

Nurpur & Nutrient Co

Nurpur & Packaging

Nurpur & Price

Dairy Queen & Taste

Dairy Queen & Nutrie

Dairy Queen & Price

Summary:

25 % of the consumer likes price of the Dairy Queen,20 % of the consumer likes Packaging of HALLA and 20 % likes the taste of NURPUR.

Attribute of the Dairy Queen According to the preference(1) * Preference of Brands According to given Attributes Crosstabulation

Count

3 1 1 2 1 8

1 1 1 3

1 1

1 3 4

1 3 4

5 1 1 1 1 1 1 5 4 20

Price

Packaging

Nutrient Contents

Smell

Taste

Attribute of theDairy QueenAccording to thepreference(1)

Total

Dairy Queen& Price

Dairy Queen& NutrientContents

Dairy Queen& Taste

Nurpur &Price

Nurpur &Packaging

Nurpur &NutrientContents

Nurpur &Smell

Nurpur &Taste

Halla &Packaging


Total


_______________________________________________________Dairy Queen


Taste

Smell

Nutrient Contents

Packaging

Price

Co

un

t

3.5

3.0

2.5

2.0

1.5

1.0

.5

Dairy Queen & Price


nt Contents

Dairy Queen & Taste

Nurpur & Price

Nurpur & Packaging


ntents

Nurpur & Smell

Nurpur & Taste

Halla & Packaging

Summary:

Dairy Queen in price NURPUR in taste and HALLA in Packaging are at the same place in the above table.

Interviews:

In our interviews we come to know that Price,Taste,Packaging,smell and availability are the major Attributes of milk which can effect the attitude of the consumer towards the Product, but we find that in our interviews consumer prefer Price,Taste and Packaging are the Major Attributes of milk.

Out put:

In this segment we concluded that Dairy Queen is very well known but there is already a very bad repute of the product in the consumers belief so, we have to make a strategy so that the we can change the belief of the consumer.

20 % of the consumer satisfied by drinking of milk,20 % for the good taste and 10 % by good packaging of packed milk.

Price of the Dairy Queen is much better in the view of 40 % of the consumer than taste & Smell of Dairy Queen Equally liked by 20 % of the consumer


_______________________________________________________Dairy Queen

40 % of the consumer like packaging most, for 35 % of the consumer price of the Dairy Queen Stands on The second place and taste on the third place.

25 % of the consumer likes price of the Dairy Queen,20 % of the consumer likes Packaging of HALLA and 20 % likes the taste of NURPUR

Dairy Queen in price NURPUR in taste and HALLA in Packaging are at the same place in the above table.

In our interviews we come to know that Price,Taste,Packaging,smell and availability are the major Attributes of milk which can effect the attitude of the consumer towards the Product, but we find that in our interviews consumer prefer Price,Taste and Packaging are the Major Attributes of milk.

Recommendations:

Intension to buy

Would you Purchase Dairy Queen Next Time If you Purchase Milk ?

2 10.0 10.0 10.0

3 15.0 15.0 25.0

3 15.0 15.0 40.0

8 40.0 40.0 80.0

4 20.0 20.0 100.0

20 100.0 100.0

Definitely will buy

Probably will buy

Might be buy

Probably will not buy

Definitely will not buy

Total


CumulativePercent


20.0%

40.0%

15.0%

15.0%

10.0%Definitely will not

Probably will not bu

Might be buy

Probably will buy

Definitely will buy


_______________________________________________________Dairy Queen

Summary:

40 % of the people said that they probably will not buy again Dairy Queen,20% said they will definitely not buy again and only 15 % said they might buy again Dairy Queen.

Experience after using Dairy Queen

2 10.0 10.0 10.0

3 15.0 15.0 25.0

3 15.0 15.0 40.0

7 35.0 35.0 75.0

5 25.0 25.0 100.0

20 100.0 100.0

Highly Satisfied

Satisfied

Neutral

Dissatisfied

Highy Dissatisfied

Total


CumulativePercent


25.0%

35.0%

15.0%

15.0%

10.0%Highy Dissatisfied

Dissatisfied

Neutral

Satisfied

Highly Satisfied

Summary:

In our Questionnaire we come to know that 35 % of the consumer they Are dissatisfied with the product,25 % are highly dissatisfied and only 10 % are highly satisfied from the Dairy Queen.


_______________________________________________________Dairy Queen

Degree Of Satisfaction would get after using milk * Would you Purchase Dairy Queen Next Time If you Purchase Milk ?Crosstabulation

Count

1 1

1 1

1 2 1 4

1 1 2

1 1

1 1

1 1 1 1 4

1 1

1 1 2

1 1 2

1 1

2 3 3 8 4 20

Good For Drinking &Very Satisfying

Good For Drinking &Neutral

Good For Drinking &Dissatisfying

Good For Drink & VeryDissatisfying


Good In Taste &Dissatisfying

Good In Taste & VeryDissatisfying


Good In Packaging &Satisfying

Good In Packaging &Dissatisfying


Degree OfSatisfactionwould getafter usingmilk

Total

Definitelywill buy

Probablywill buy Might be buy

Probablywill not buy

Definitelywill not buy


Total


Co

un

t

2.2

2.0

1.8

1.6

1.4

1.2

1.0

.8

Would you Purchase D

Definitely will buy

Probably will buy

Might be buy


y

Definitely will not

buy

Summary:


_______________________________________________________Dairy Queen

Would you Purchase Dairy Queen Next Time If you Purchase Milk ? * Qualification Crosstabulation

Count

1 1 2

3 3

1 2 3

2 2 4 8

1 3 4

2 5 13 20

Definitely will buy

Probably will buy

Might be buy

Probably will not buy

Definitely will not buy

Would you PurchaseDairy Queen NextTime If you PurchaseMilk ?

Total

Below MatricUnder

GraduateAbove

Graduate

Qualification

Total


Definitely will not


Might be buy

Probably will buy

Definitely will buy

Co

un

t

4.5

4.0

3.5

3.0

2.5

2.0

1.5

1.0

.5

Qualification

Below Matric

Under Graduate

Above Graduate

Summary:

Most of the above graduate consumers said that the probably will not buy and the most consumer shows interest to buy Dairy Queen are also above graduate.

Interviews:

Most of the consumers said in their interviews that they are not so willing to buy Dairy Queen Again because of its smell and on of of them said that he might be willing to buy Dairy Queen again and one of the consumer said that she is a bit reluctant to buy this product.


_______________________________________________________Dairy Queen

Out put:

40 % of the people said that they probably will not buy again Dairy Queen,20% said they will definitely not buy again and only 15 % said they might buy again Dairy Queen.


Most of the consumers said in their interviews that they are not so willing to buy Dairy Queen Again because of its smell and on of of them said that he might be willing to buy Dairy Queen again and one of the consumer said that she is a bit reluctant to buy this product.

Most of the above graduate consumers said that the probably will not buy and the most consumer shows interest to buy Dairy Queen are also above graduate.

Recommendations:

Over all brand evaluation


2 10.0 10.0 10.0

3 15.0 15.0 25.0

3 15.0 15.0 40.0

7 35.0 35.0 75.0

5 25.0 25.0 100.0

20 100.0 100.0

Highly Satisfied

Satisfied

Neutral

Dissatisfied

Highy Dissatisfied

Total


CumulativePercent


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25.0%

35.0%

15.0%

15.0%

10.0%Highy Dissatisfied

Dissatisfied

Neutral

Satisfied

Highly Satisfied

Summary:


How much Dairy Queen got out of 5 ?

7 35.0 35.0 35.0

6 30.0 30.0 65.0

4 20.0 20.0 85.0

2 10.0 10.0 95.0

1 5.0 5.0 100.0

20 100.0 100.0

1

2

3

4

5

Total


CumulativePercent


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5.0%

10.0%

20.0%

30.0%

35.0%

5

4

3

2

1

Summary:

35 % of the consumer gave (1) marks out of five for the dairy Queen,30 % gave (2) and only 5 % gave (5) out of five marks to the Dairy Queen considering all the Attributes in mind.


5 25.0 25.0 25.0

1 5.0 5.0 30.0

1 5.0 5.0 35.0

1 5.0 5.0 40.0

1 5.0 5.0 45.0

1 5.0 5.0 50.0

1 5.0 5.0 55.0

5 25.0 25.0 80.0

4 20.0 20.0 100.0

20 100.0 100.0

Dairy Queen & Price

Dairy Queen &Nutrient Contents

Dairy Queen & Taste

Nurpur & Price

Nurpur & Packaging

Nurpur & NutrientContents

Nurpur & Smell

Nurpur & Taste

Halla & Packaging

Total


CumulativePercent


_______________________________________________________Dairy Queen


20.0%

25.0%

5.0%

5.0%

5.0%

5.0%

5.0%

5.0%

25.0%

Halla & Packaging

Nurpur & Taste

Nurpur & Smell


Nurpur & Packaging

Nurpur & Price

Dairy Queen & Taste


Dairy Queen & Price

Summary:



_______________________________________________________Dairy Queen

How Well the Dairy Queen Describing the Characteristics? * How well HALLA describing the following characteristics? Crosstabulation

Count

1 1

1 2 1 4

1 1

1 1

1 1

1 1

5 5

1 1

1 1

1 1 1 3

1 1

1 1 2 2 1 2 1 5 1 3 1 20













Total

Good ForDrinking &DescribingVery Well

Good ForDrinking &Describing

Well

Good ForDrinking &

Doesn'tDescribe

Good ForDrink &Doesn'tDescribe

At All

Good In Taste& Describing

WellGood In Taste

& Neutral

Good In Taste& Doesn'tDescribe

Good In Taste& Doesn't

Describe At All

Good InPackaging &

DescribingVery Well

Good InPackaging &Describing

Well

Good InPackaging &

Doesn'tDescribe

How well HALLA describing the following characteristics?

Total


_______________________________________________________Dairy Queen


Co

un

t

6

5

4

3

2

1

0

ral


n't Describe


n't Describe At All

Good In Packaging &


Good In Packaging &

Describing Well

Good In Packaging &

Doesn't Describe

Summary:

How much Dairy Queen got out of 5 ? * Preference of Brands According to given Attributes Crosstabulation

Count

2 1 1 1 2 7

1 1 4 6

1 1 2 4

1 1 2

1 1

5 1 1 1 1 1 1 5 4 20

1

2

3

4

5

How muchDairy Queengot out of 5 ?

Total

Dairy Queen& Price

Dairy Queen& NutrientContents

Dairy Queen& Taste

Nurpur &Price

Nurpur &Packaging

Nurpur &NutrientContents

Nurpur &Smell

Nurpur &Taste

Halla &Packaging


Total


_______________________________________________________Dairy Queen


54321

Co

un

t

4.5

4.0

3.5

3.0

2.5

2.0

1.5

1.0

.5

Preference of Brands

Dairy Queen & Price


nt Contents

Dairy Queen & Taste

Nurpur & Price

Nurpur & Packaging


ntents

Nurpur & Smell

Nurpur & Taste

Halla & Packaging

Interviews:Over all brand evaluation is not so good due to brand belief they have already in their mind Dairy Queen is almost at the third stage among the three brands.consumer like its price but they didn’t like its taste and packaging on the other hand consumer like Packaging of HALLA and taste of NURPUR.

Out put: In our Questionnaire we come to know that 35 % of the consumer

they Are dissatisfied with the product,25 % are highly dissatisfied and only 10 % are highly satisfied from the Dairy Queen.

35 % of the consumer gave (1) marks out of five for the dairy Queen,30 % gave (2) and only 5 % gave (5) out of five marks to the Dairy Queen considering all the Attributes in mind.


Over all brand evaluation is not so good due to brand belief they have already in their mind Dairy Queen is almost at the third stage among the three brands.consumer like its price but they didn’t like its taste and packaging on the other hand consumer like Packaging of HALLA and taste of NURPUR.

Recommendations:


_______________________________________________________Dairy Queen

Comparing Attitude of the Dairy Queen

Cognitive component HALLA NURPUR Dairy Queen

HALLA beliefs are made

on the base of experience,

knowledge and perception.

The association of attributes with the product is

very strong

NURPUR beliefs are also made up of all

three things.

The associations of

attributes are also very strong with the product just

like the HALLA

Dairy Queen beliefs are

made solely on the perception

base.

The association of the

attributes with the product is

also very Weak.

Affective componentHALLA NURPUR Dairy Queen

HALLA is NURPUR Dairy


_______________________________________________________Dairy Queen

liked by all respondents in

our questionnaire survey and our

interview.

The reason of this is a very

strong market stimulus.

HALLA is using very strong communication with their consumer in

shape of advertising and distribution

is liked by all respondents in

our questionnaire survey and one to

one interview.

The reason of this is a very

strong market stimulus.

NURPUR is using the most communication

with their consumers as compared to any MILK.

That’s why it is amongst the leading

Packed milk in the market.

Queen is remained in third spot in the survey

and in reality it will also take some time to

compete with two giants.

Dairy Queen requires a

very strong stimulus.

Dairy Queen need a

very strong communication

in order to make aware the consumer

regarding their milk because

most people have made negative

perception about the product.

Intention componentHALLA NURPUR Dairy Queen

The attitude towards

brand purchase in HALLA is very

strong. Consumer has passed

through from the belief part and

The attitude towards

brand purchase in NURPUR is also

very strong. Consumer has

passed through from the belief

Dairy Queen is in a very serious

problem people have made belief and according to

that belief they make their


_______________________________________________________Dairy Queen

affective part n a very

comprehensive manner.

part and affective part n a very

comprehensive manner.

decision. People don’t use it and

aren’t going through

evaluation process.

Strategy

We will apply Theory of reasoned action in order to change the intensions.

It helps to identify those attributes most important in causing consumers to form positive attitude toward the purchase of a product.

Our product is facing the same problem in a very huge number. People have form negative attitudes toward our product. This theory will help in improving or change the action of purchase.

It is the consumer’s act of purchasing and, ultimately consuming the product that determines satisfaction.

Determine the person attitude to that behavior Predict behavior more accurately


_______________________________________________________Dairy Queen

Why?

Our consumer’s attitude towards buying the Dairy Queen is very important, rather than measuring the brand it self.

Our brand is not very strong so we have to measure the attitude towards the buying a Dairy QUEEN.


_______________________________________________________Dairy Queen


_______________________________________________________Dairy Queen

Implication Of Theory

As we are using theory of reasoned action so we have to cater two points. Intensions

Evaluation of the outcome and Beliefs that the behavior leads to the certain out come

subjective norm

Motivation to comply with the specific referents and think I should perform the behavior

Changing Intentions:

Make aware consumer by using different channel of communication that this is milk which Price is less than the multinational Milk with good quality.

Advertise the convenience factor to the consumers also, just to go to the shop, buy a Packet and you had the best thing in his hand.

Give special discounts on liter pack like buy two get one free. This will help in to compel the consumer to try the Milk.

Use event marketing, road shows, free samples and sponsor social parties in order to check the evaluation at the spot.

Changing Subjective norm:

Make a relationship between values and beliefs


_______________________________________________________Dairy Queen

Like “Garha milk” is not the thing to follow its all about the neutrants in it and that is what our product really have in it.

Pick “Imran Khan” as a brand ambassador of Dairy Queen.

Make associate of the product with the most famous personality in the youth. Youth in every part of the world follow their dream personalities.

Advertise that people will enjoy great amount of Vitamins and taste.The distinction is stable- the difference in rating a brand in general and rating it if they use it is very important.

Show that Dairy Queen aim is to bring at that level so whoever called it in the world it would be known as the best packed milk in Pakistan.

Emotional Appeals. Emotional appeals - get attention (e.g., arousing scenes), elicit a specific negative

or positive emotion (e.g., fear, pride, guilt), improve recall, reduce counterarguing, and may change consumer attitudes (e.g., positive mood – better evaluation).

Some examples: Ads with sex appeals get consumer attention, which may lead to more elaboration

and evaluative bias.


_______________________________________________________Dairy Queen

Ads with humorous appeals can also improve attentional focus, mitigate counterarguing, and consequently change consumers attitudes.

So,no body would hesitate to by the packs of Dairy Queen from the market.

We can also use ( ELM ) model to change the attitude of the customer towards the product.


Models of Attitude Change Models of Attitude Change

The Elaboration Likelihood Model (ELM) and the The Elaboration Likelihood Model (ELM) and the Heuristic-Systematic Processing Model Heuristic-Systematic Processing Model (HSM)(HSM)

Persuasive communication

motivation

ability

Peripheral route: source attract./credibility, etc.

Central route: Issue-relevant arguments

Attitude change

low

high

55

Dairy Queen

Documents

Transcript of Dairy Queen