Proiect Final MR

7/24/2019 Proiect Final MR

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1.Decisional context:

We responded to your request, manager of Kraft Foods Romania, in

order to explore what your customers might want and to know what

promotional tools you need to use in order for you to raise frequency ofconsumption and strengthen the current market position, once the Easterholidays will begin.

he presence and strength of !acobs Kronung brand, the most powerful brand on the Romanian market, combined with our extensi"e expertise in

marketing research will pro"ide a win#win situation for both of our

companies. We will deli"er the most concluding and best results, and weensure a better positioning of the brand after the results of our study.

he local coffee consumption has gone downward in the last two years,reaching now $.% kg per capita, with which Romania ranks &'th in the

world classification. (ulgarian neighbors) drink more coffee *$.' kg per

capita annually+ while people drink $ kg in Finland, '.' in -orway or 'kg in celand. he coffee market "alue in Romania is about %// million

euro. he main market players are Kraft !acobs Romania, 0trauss,

1migo, -estle, chibo and 2ro (rands.

$. Research 2roblem3

1fter an analysis from the pre"ious year, there was a reduction in sales in

asi compared with the other cities from Romania. n this context, the real

problem of the company is to find a solution which will resonate with thedesires and demands of the consumer from asi.

%. 4b5ecti"es 3

With this study we want to achie"e the following ob5ecti"es3



• o study the consumer beha"ior using a sample of $/ people aged o"er

$6 years, located in asi, from $ to $7 8arch $/%, in order to identifythe real sales problem and try to find "iable solutions for it.

• dentify the most prefered brand by the chosen sample.

• Establish the real beha"iour of coffee consumers regarding coffee

consumption.

• dentify the place where they usually drink coffee and purchase it from.

• 9etermine the importance of the factors that affect the buying decision.

• Establish the most suitable price for a medium coffee package *&6/g+.

0eeing what emphase consumers put on the price#quality ratio, by

idenitfying the specific types of consumers * economic, loyal, quality

oriented customers+ .

3. Metodologie

a. Design-ul cercetarii

1"and in "edere indeplinirea obiecti"elor de mai sus, am folosit metoda anchetei,

mai precis chestionarul.

1ncheta pe ba:a de chestionar ne#a permis sa obtinem informatii rele"ante de la

publicul tinta, prin abordarea directa a respondentilor si consemnarea de raspunsuri

imediate, la fata locului. otodata, a repre:entat o metoda a"anta5oasa, din punct de"edere al costurilor implicate.

b. Surse de informare

We will only consider the population of asi city. 1fter some research on the



matter we found some data from $//' from ;nstitutul -ational de

0tatistica< 3

1ge

0ex

8ale Female

$6#%& years $==>& %/'>

%6#&& years $$6$ $&6/&

&6#6& years ='>$ $%&=%

66#7& years 776> '77

76? years %7 '&/&

Total

99771 117249

217020

1ge

0ex

8ale Female

$6#%& years %.%/@ %.'@

%6#&& years /.$@ .$'@

&6#6& years =.>&@ /.=$@

66#7& years >.7=@ './7@

76? years 7./&@ =.'&@otal &6.'>@ 6&./%@



Culegerea datelor

9atele au fost culese de cei & membrii ai echipei An mod egal. 1u fost chestionaBi

$/ de oameni in total. Fiecare membru a stat timp de $ :ile, intr#un anumit inter"al orar,

in anumite locaBii prestabiliate, reali:and, in medie, / chestionare pe :i, %/ in total

fiecare. 1m ales urmatoarele locatii3 Campus udor Dladimirescu, g. Cucu, 2iata

Doie"o:ilor, 2odu Ros, din simplul moti" ca in aceste :one exista un trafic intens, ce ne#a

permis selectarea persoanelor care detin anumite atribute ce le permit sa faca parte din

piata noastra tinta. Cele $ ore petrecute pe teren in fiecare din cele % :ile au fost suficiente

pentru reali:area celor $/ chestionare.

9ate Time Area Team

27.04.2013 16:00-19:00 Inside Palas HarabaraDiana andPap! "lena-Ariadna

16:00-1#:00 Inside Ilis$all

D!a %abriel

29.04.2013 17:00-21:00 Par!l &opo HarabaraDiana andPap! "lena-Ariadna

31.04.2013 12:00-1':00 In (ront o()a*and+Pa!rari,

D!a %abriel

&.% Dariables

For data collection we choose the following "ariables3

0ex is a "ery important criterion in the study of coffee consumption. n a pre"ious study it has been found that women consume more coffee than

men. hus =7./@ of the women sur"eyed said they drank coffee comparedwith only =/.7@ percent men respondents. 1ge is the second "ariable considered in our study for Kronung !acobs

coffee brand. n the same study mentioned abo"e t was disco"ered that

older people consume coffee in a higher proportion than younger ones. hus=7.@ of respondents with more than %/ years said that they consume coffee

compared with only >>.>@ respondents aged between = and %/ years.



he study mentioned abo"e was made at a national le"el and we will use itas a basis in the de"elopment of future research.

&.& 0ample

1fter the calculus of percentages reported to the total population of asi wereached the following results, based on our $/ sample quota 3

1ge

-umber of sur"eys

male female

25-34 years 7 17

35-44 years 12 14

45-54 years 10 13

55-64 years 9 11

65 + 7 11

TOTAL

6& 77

120

uestionnaire design

Questionnaire : Jacobs Coffee

GelloH We are students at the Faculty of Economics and (usiness 1dministration,

1lexandru oan Cu:a Ini"ersity and we are conducting a study on coffee consumption

beha"ior, which aims people o"er $6 years old from a i. We need your help3 5ust gi"e upș

6 minutes of your precious time for the completion of our questionnaireH he data

pro"ided will not be made public and will only be used in academic purposes.

Questionnaire : Jacobs Coffee

GelloH We are students at the Faculty of Economics and (usiness 1dministration,

1lexandru oan Cu:a Ini"ersity and we are conducting a study on coffee consumption

beha"ior, which aims people o"er $6 years old from a i. We need your help3 5ust gi"e upș



6 minutes of your precious time for the completion of our questionnaireH he data

pro"ided will not be made public and will only be used in academic purposes.

. 9o you drink coffeeJ

• es

• -o

$. 9o you li"e in a iJș

%. es

-o

%. What coffee do you consume on a regular basisJ

!acobs

9oncafe

chibo

-escafe

4ther. 2lease specify3...........................

&. 4n a"erage, how often do you drink coffeeJ

4nce a week

wice a week

hree times a week

4nce a day

$#% times a day

8ore than % times a day

6. Rank, from to 6, where do you drink your coffeeJ * most often, 6 seldom+

Gome

1t work



n the city* restaurants, bars, coffeeshops etc.+

4n the street

9uring a "isit

7. With whom do you prefer drinking coffeeJ

Family

Friends

Collegues

1lone

4ther

>. Where do you buy coffee from, most frequentlyJ

-eighbourhood shop

0upermarket

Coffeeshop

4ther. 2lease specify3...........................

=. Li"e a grade from to 6 *Mnot important, 6Mmost important+ to the followingfactors when choosing your fa"orite coffee3

C

Level of importance

1 –Not

importa

nt

2 Less

importa

nt

!

Neit"

er

#

$mporta

nt

% &er'

importa

nt

aste

quality(rand

2ackage

2rice

2romotio

nal 4ffer



'. 9o you consider that the promotional offers will influence the purchase

decision of your fa"orite coffeeJ

es

-o

/. Gow much money are you willing to spend on a medium coffee

package*&6/ g+J

Ness than / R4-

(etween / and 6 R4-

(etween 6 and $/ R4-

8ore than $/ R4-

. Which of the follwoing coffee do you prefer mostJ

-ormal0trong

Without caffeineWith other fla"ors

$. Concerning the price of the coffee, which of the following situations

characteri:e you mostJ

I !oose te !oee /it te lo/est pri!e

I !oose te most epensie and best !oee aailable

I al/as !oose te best ale (or mone

I onl b a no/n brand o( !oee irrespe!tie o( it5s pri!e

13.I( o ae a limited bdet o pre(er to:

bi 8antities o( !oee bt !eaper



less 8antit o( !oee bt more epensie

14.at is or ae

$6 O %& years

%6 O && years

&6 O 6& years

66 O 7& years

o"er 7& years

6. Lender 3

$ale

;emale

P he questions number , $ and & are filter ones, in order to assure that

our repondents are contained in our pre"iously set sample.

Thank you for your time!

4.Results. 9escripti"e 0tatistics3

a+ Frequency

%3 at !oee brand do o !onsme on a relar basis



&3 4n a"erage, how often do you drink coffeeJ

63 <an (rom 1 to ' /ere do o drin or !oee on a relar

basis +1 most o(ten ' seldom,



73 it /om do o pre(er drinin !oee

>3 ere do o b !oee (rom most (re8entl

=3 Li"e a grade from to 6 *Mnot important, 6Mmost important+ to the

following factors when choosing your fa"orite coffee3

'3 9o you consider that the promotional offers will influence the purchase


73 With whom do you prefer drinking coffeeJ



>3 Where do you buy coffee from, most frequentlyJ



=3 Li"e a grade from to 6 *Mnot important, 6Mmost important+ to the

following factors when choosing your fa"orite coffee3



'3 9o you consider that the promotional offers will influence the purchase




/3 Gow much money are you willing to spend on a medium coffee

package*&6/ g+J



3 Which of the follwoing coffee do you prefer most



$3 Concerning the price of the coffee, which of the following situations

characteri:e you mostJ



%3 I( o ae a limited bdet o pre(er to:

&3 at is or ae



63 Lender 3



b+ 8ean

=3 Li"e a grade from to 6 *Mnot important, 6Mmost important+ to thefollowing factors when choosing your fa"orite coffee3



nferential 0tatitsics

ndependent sample test

. Research hypothesis

8ales will gi"e higher scores to price than females.

$. 0cales of measurement of the "ariables

Lender O nominal2rice O inter"al

%. ype of inferential statistics

independent sample

&. 4utput of the analysis

6. 9escription of the descripti"e part of the output

8ean male M &.%>, female M &.

4ut of these results we can conclude that the price for male is more important than the price for female. (oth prices are "ery important for our further analy:e.



7. Formulate G/

G/ here is no significant difference between how men and women choose price*tM/+

>. Formulate the statistical conclusions based on sig

n this case, the test M ,&/' with a probability of sig M /.7 Q /./6 shows that wewill not assume the risk and accept the null hypothesis.

=. he result of the research hypothesis

4ur research hypothesis is not "alid because there is no significant difference between how men and women gi"e scores to price.

'. 8anagerial implications

he manager should adress to the marketing department to pay attention to the promotional offers more than they do on price.

. Research hypothesishe people in the age group &6#6& will prefer !acobs in stead of 9oncafe on any other brand included in our study.

$. 0cales of measurement of the "ariables

1ge O nominalCoffee (rand O nominal

%. ype of inferential statistics

2earson Chi#0quare



&. 4utput of the analysis

6. 9escription of the descripti"e part of the output

1fter analy:ing the crosstabulation table differences better age segments and coffee brand preferred are noticeable. For example, younger people *$6#%& years old+ prefer!acobs more than double in comparison with older people *66#7& and o"er 7&+. 1lsodifferences exist in the case of -escafe brand, which is preferred double by the %6#&&

years old segment than the &6#6& years old. (ut, we can also see that in case of9oncafe and chibo the differences are not meaningful. n this case we need to testthe assumption with the help of a Chi#square test in order to see if we assume or notthe risk if we were to extent our research to the whole population.7. Formulate G/

G/ SM/ if we extend to the le"el of the population.>. Formulate the statistical conclusions based on sig

he risk to be wrong is sigM/,&>>Q/,/6, so we do not assume the risk and we accept thenull hypothesis.

=. he result of the research hypothesis

4ur SM,7$/ is rather low. he bigger the S , the bigger the chances there is arelationship between age and brand. n our case, there is no significant difference between age and brand, so we can state that our pre"ious research hypothesis is not "alid.

'. 8anagerial implications



he manager should address to the marketing department to pay attention to anotherdifference besides the relation age#brand who does not represent a significant andconfident result based on our results of this study.

. Research hypothesis$. 0cales of measurement of the "ariables%. ype of inferential statistics&. 4utput of the analysis

6. 9escription of the descripti"e part of the output7. Formulate G/>. Formulate the statistical conclusions based on sig=. he result of the research hypothesis'. 8anagerial implications




6. 9escription of the descripti"e part of the output7. Formulate G/>. Formulate the statistical conclusions based on sig=. he result of the research hypothesis'. 8anagerial implications




6. 9escription of the descripti"e part of the output6. Formulate G/7. Formulate the statistical conclusions based on sig>. he result of the research hypothesis=. 8anagerial implications

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