Project Report on Arket Survey
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MARKET SURVEYFOR UNDERSTANDING VARIOUS ASPECTS FOR
LAUNCHING A CAF IN AHMEDABAD
A PROJECT REPORTON
At Anil Products Limited,Ahmedabad
BY: SACHIN MODI
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IncludesIncludes
Company ProfileCompany Profile
ObjectiveObjective
Project divided into Four Parts :-Project divided into Four Parts :-
1.1. Consumer Survey for cafConsumer Survey for caf
2.2. Malls & Hypermarkets surveyMalls & Hypermarkets survey
3.3. Consumer Survey for Ice creamConsumer Survey for Ice cream
4.4. Ice cream Parlour SurveyIce cream Parlour SurveyRecommendationRecommendation
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ANIL PRODUCTS LTD.ANIL PRODUCTS LTD.
It is a part of Lalbhai GroupIt is a part of Lalbhai Group
It is a 60 years old organization.It is a 60 years old organization.
Anil manufactures large range of products which areAnil manufactures large range of products which areused in textile, chemical, food, pharmaceutical, paperused in textile, chemical, food, pharmaceutical, paper
& other industries in India.& other industries in India.Key Products :Key Products :
StarchStarch
Liquid GlucoseLiquid Glucose
Dextrose MonohydrateDextrose Monohydrate
Dextrose anhydroseDextrose anhydroseSorbitolSorbitol
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OBJECTIVEOBJECTIVE
Our objective is to identify a suitableOur objective is to identify a suitable
market segmentmarket segment
and understand their needs andand understand their needs andpreferences regarding the offeringpreferences regarding the offering
and various aspects for launching a cafand various aspects for launching a caf
in Ahmedabadin Ahmedabad
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(A)(A) CONSUMER SURVEY FOR CAFCONSUMER SURVEY FOR CAF
RESEARCH METHODOLOGYRESEARCH METHODOLOGY
ObjectiveObj
ectiveSources of data collection : PrimarySources of data collection : Primary
Data collection method : Personal Interview MethodData collection method : Personal Interview MethodResearch Instrument : QuestionnaireResearch Instrument : Questionnaire
Sample type : Service PersonsSample type : Service Persons
Students.Students.
Sample size : 350Sample size : 350
Target Group : Upper classTarget Group : Upper class
Upper middle classUpper middle class
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CAF ANALYSISCAF ANALYSIS
FREQUE NCY OF VISI
53%
25%
16%6% once a week
2-3 times a week
more than 3 times a we
once a month
How frequently you visit a caf ?
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What is preferred days of week to visit a caf ?What is preferred days of week to visit a caf ?
PREFERRED DAYS OF WE
33%
33%
34% Weekdays
Saturday
Sunday
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What is preferred time slot to visit a caf ?What is preferred time slot to visit a caf ?
PREFER RED TIME SL
29%
56%
15%6 to 8
8 to 10
10 to 12
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Which caf you prefer ?Which caf you prefer ?
PREFERRED CAFE
47%
32%
11%
3%7%
CCD
MOCHA
Upper crust
New yorker
TC
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Rank the criteria which you consider whileRank the criteria which you consider while
selecting a caf ?selecting a caf ?
As per questionnairesAs per questionnaires
Taste of foodTaste of food
PrivacyPrivacyFun place to hang outFun place to hang out
AmbienceAmbience
Speed of serviceSpeed of service
Variety of menu selectionsVariety of menu selectionsValueValue
Portion sizesPortion sizes
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What extras you want in a caf ?What extras you want in a caf ?
OTHER ATTRACTIONS
58%18%
24% music
TV
Private partyspace
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Would you like to visit a caf which starts itsWould you like to visit a caf which starts its
operation in the morning ?operation in the morning ?
64%
36%yes
no
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RESEARCH METHODOLOGYRESEARCH METHODOLOGY
ObjectiveObjective Sources of data collection : PrimarySources of data collection : Primary
Research Approach : ObservationalResearch Approach : ObservationalResearch Instrument : QuestionnaireResearch Instrument : QuestionnaireSample type : Gallops MallSample type : Gallops Mall
Vishal Mega MartVishal Mega Mart
Himalaya MallHimalaya Mall10 Acres10 Acres
Sample size : 4Sample size : 4
(B)MALL AND HYPERMARKET SURVEY(B)MALL AND HYPERMARKET SURVEY
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Average footfall takes place per hourAverage footfall takes place per hourat peak timeat peak time
MALLS WEEKDAY SATURDAY SUNDAY AVERAGE
GALLOPS 322 876 1522 906
VISHAL 576 408 936 640
HIMALAYA 816 1560 2500 1625
10 ACRES 592 1512 2200 1434
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PERCENTAGE OF PEOPLE VISITINGPERCENTAGE OF PEOPLE VISITING
FOOD COURTFOOD COURT
MALLS PERCENTAGE
GALLOPS 23.38 %
VISHAL 10.50 %
HIMALAYA 7.19 %
10 ACRE 6.31 %
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RESEARCH METHODOLOGYRESEARCH METHODOLOGY
ObjectiveObjective
Sources of data collection : PrimarySources of data collection : Primary
Data Collection Method : Personal InterviewData Collection Method : Personal InterviewMethodMethodResearch Instrument : QuestionnaireResearch Instrument : Questionnaire
Sample type : Consumers of ice cream ParlourSample type : Consumers of ice cream Parlour
Sample size : 300Sample size : 300
(C) CONSUMER SURVEY FOR ICE CREAM(C) CONSUMER SURVEY FOR ICE CREAM
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Rank the criteria for selecting iceRank the criteria for selecting ice
cream ?cream ?
TasteTaste
FlavoursFlavours
CreaminessCreaminessPricePrice
PresentationPresentation
TextureTextureConsistencyConsistency
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Most preferred place to have iceMost preferred place to have ice
cream ?cream ?
MOST PREFERRED PLACE TO HAVE
ICE CREAM
21%
25%
27%
18%
9%Mall
Restaurant
Caf
Home
Others
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Analysis of brandsAnalysis of brands
PREFERRED BRAND(S)
20%
27%
4%3%
2%2%
42%
Natural
Amul
Havmor
Vadilal
Baskin robbins
Kwality walls
Others
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BRAND/FACTOR ANALYSIS
0
10
20
30
40
50
60
70
80
90
0 10 20 30 40 50
Price affordability
Tas
te
Natural
Amul
Havmor
Vadilal
(Happinezz)Kwality walls
Baskin
Robbins
MULTI DIMENSIONAL SCALE (MDS)
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(D) SURVEY OF ICE CREAM PARLOUR(D) SURVEY OF ICE CREAM PARLOUR
RESEARCH METHODOLOGYRESEARCH METHODOLOGY
ObjectiveObjective
Sources of data collection : PrimarySources of data collection : Primary
Data Collection Method : Personal Interview & ObservationalData Collection Method : Personal Interview & Observational
Research Instrument : QuestionnaireResearch Instrument : Questionnaire
Sample Type : Selected Ice cream ParloursSample Type : Selected Ice cream Parlours
Sample Size : 17Sample Size : 17
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ICE CREAM PARLOURSICE CREAM PARLOURS
Sitting space:Sitting space:11 to 32 persons11 to 32 persons..
Peak time:Peak time: 7:00 p.m. to 12:00 p.m.7:00 p.m. to 12:00 p.m.
Average storage time:Average storage time:1-2 days1-2 daysScoop size:Scoop size: 90 to 100 ml90 to 100 ml
Displayed Flavours:Displayed Flavours:12 to 5212 to 52
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Most preferred flavours:Most preferred flavours:
We canWe can rankrankpopularpopularflavoursflavours in their order ofin their order of
preference:preference:
ChocochipsChocochips
ChocolateChocolate
VanillaVanilla
Butter scotchButter scotch
Promotional Schemes:Promotional Schemes: Currently,Currently, HavmorHavmor,,AmulAmulandandHappinezzHappinezz are offeringare offering buy 1 get 1 freebuy1 get 1 free scheme inscheme in 750 ml750 mlparty packparty pack..
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RECOMMENDATIONRECOMMENDATION
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For Location & LayoutFor Location & Layout ::
Most lucrative segment is college goingMost lucrative segment is college going
youth, so it is better to open a caf nearyouth, so it is better to open a caf near
by college.by college.
It is good to break up caf intoIt is good to break up caf into
departments.departments.
Caf starts operating fromCaf starts operating from
morning.morning.
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It is good idea to open caf havingIt is good idea to open caf having
separate hookah bar.separate hookah bar.
In malls, maximum footfall takes placeIn malls, maximum footfall takes place
during 6 pm to 8 pm everyday, soduring 6 pm to 8 pm everyday, so
advertisement should be done duringadvertisement should be done during
this time.this time. Malls in residential areas enjoy largerMalls in residential areas enjoy larger
footfall than otherwisefootfall than otherwise
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For PromotionFor Promotion ::
Newspaper Times of India & RadioNewspaper Times of India & Radio
Mirchi is the most effective medium forMirchi is the most effective medium for
advertisement.advertisement.
Can sponsor someCan sponsor some contest or events incontest or events in
collegescolleges..
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THANKTHANK
YOUYOU