Research Methodology Jany

7/31/2019 Research Methodology Jany

1/37

RESEARCH METHODOLOGY

RESEARCH DESIGN

A research design is a framework or blueprint for conducting the marketing research

project. It specifies the details of the procedures necessary for obtaining the information

needed to structure and/or solve marketing research problem.

On the basis of fundamental objectives of the research we can classify research design

into two general types:

1. EXPLORATORY RESEARCH

Exploratory research is one type of research design, which has its primary

objective the provision of insights into, and comprehension of, the problem

situation confronting the researcher.

2. CONCLUSIVE RESEARCH

Conclusive research is designed to assist the decision maker in determining

evaluating and selecting the best course of action to take in a given situation.

Conclusive research can be further divided into two types:-

Descriptive

Experimental


2/37

1. Research problem

A study on consumer perception of private label.

To know the final demand of private label product(premium harvest) in

All

BIG BAZAAR of Ahmadabad.

2. Research objective

To know Consumer Perceptions of private label in modern format.

To know the preference of private label with comparison to other

competitive brand.

To know which segment private label are mostly preferred.

The purpose of research is to generate meaningful information, which

will help in taking objectives

.

3. Develop the research plan The second stage of marketing requires developing the most efficient plan for

gathering the required information. This involves decisions on the data sources,

research approaches, research instruments, sampling plan, and contact methods.

A) Source of data

Data were collected from primary as well as secondary sources. Investigation was

started by examining secondary data.

Primary Sources

Primary data are freshly gathered data for a specific purpose or for a specific research

project. Here the primary data were collected for a specific research project. Response

was taken from the respondents through personal survey.


3/37

Secondary Sources

Secondary data are that were collected for another purpose, and already exist

somewhere. The secondary data were obtained from:

(i) Information from the websites

(ii) Textbooks on: Business Research Method,

Marketing Management by Philip Kotler

Organizational Behavior etc.

(B) Research approach

Primary data can be collected in five ways: through observation, focus groups surveys,

behavioral data, and experiments. Here the primary data were collected by survey

method.

Survey

Surveys are best suited for descriptive research. Survey approach was chosen to learn

about consumer perceptions of private label in modern format. Survey method required

development of a survey instrument, a questionnaire, which the respondents were

asked to fill up. Primary data were collected through survey.

(C) Data collection Tools

To collect primary data, instruments like questionnaires, qualitative measures, and

technological devices are used. Here questionnaires are as a means to collect primary

data.

Questionnaires

A questionnaire consists of questions presented to respondents. Because of its

flexibility, it is by far the most common instrument used to collect primary data. The

questionnaires were carefully developed, tested, and debugged before administering

them on a large scale. The form, wording, and sequence of the question can all

influence the response. The questionnaire included closed-end questions. Closed-end

questions specify all the possible answers and provide answers that are easier to


4/37

interpret and tabulate. Here the main aim was to measure how many people think a

certain way. It contained 13 questions.


5/37

The language of the questions was very easy to understand. Sophisticated or

uncommon words were not used. Only words in common speech were used.

Ambiguous words such as usually or frequently were avoided as they have no

specific meaning. Questions with negative in them were avoided. The questions were

made as simple as possible. To avoid confusion no question included multiple ideas or

two questions in one. Personal details like name, age, gender, occupation, monthly

income and education were asked.

(D) Sampling Method

After deciding on the research approach and instruments, the sampling plan was

designed. This called for three decisions:

Sampling Unit

Who should be surveyed?

The sampling unit included

(A) Students

(B) Services

(C) Businessmen

(D) House maker

Sample Size

How many people should be surveyed? Large samples give more reliable results, but

its not necessary to sample the entire target population to achieve reliable results. So,

175 people were targeted to be surveyed from the entire population.

Sampling Procedure

How should the respondents be chosen? No probability samples were selected. In that

Convenience sample was selected in which the most accessible population members

were selected for getting response.

Type of Research: Descriptive.


6/37

(E) Contact Method

Now it was decided how to contact the subjects. There are mainly four contact methods.

But here in person contact method was chosen for getting responses.

Personal Interview

Personal interviewing is the most versatile method. More questions could be asked and

recording of additional observations about the respondent were recorded. In-home

survey was done to get response from friends, relatives and Neighbors.

4. Collect the Information

This stage included collecting questionnaires from the respondents. The data

collection phase of marketing research is generally the most prone to error as some

respondents could give answers which were biased or dishonest because of unknown

reasons. Some respondents refused to cooperate

.

5. Analyses the information

The next step in the process was to extract findings by tabulating the data and

developing frequency distributions. Statistical techniques like average, percentage wereused to analyses the information.

6. Present the findings

The findings were presented in graphical manner with the outcomes by using

graphs, charts, tables, etc. Interpretation was done after presenting them in a graphical

manner. Conclusions were drawn on the basis of the findings. Research findings are

presented in as understandable and compelling a fashion as possible.

7. Recommendations and Suggestions

Recommendations and Suggestions were given on the basis of the research

findings.


7/37


8/37


9/37

INFERENCE

This chart show how often people come to big bazaar. I have chosen for mysample study regarding private label product of future agrovet ltd. From the aboveanalysis, it can be noted that the majority person come to bi g bazaar ones a week 48%

& ones in a month 42% , further 7% respondent fall under the twice a week and lastlyonly 2% & 1% respondent fall under every alternate day & twice in a month who oftencome to big bazaars.


10/37

2) Which form of staple you prefer to buy?

Table 2

Responses Frequency

Loose 20%

Packet 80%

Chart 2

0%

10%

20%

30%

40%

50%

60%

70%

80%

Loose Packet

20%

80%

Frequency


11/37

INFERENCE

The above diagram suggests that which form of staple prefers to buy aperson. Out of 100% person, 20% person prefers to buy loose product. There are only80% person prefer to buy packet product.


12/37

3) Are you aware of our private label like?

Table 3

Product Frequency

Premium harvest (p/h) 60%

Ektaa 6%

Golden harvest 20%

Food bazaar 14%

All 0%

Chart 3

0% 10% 20% 30% 40% 50% 60% 70%

Premium harvest

Ektaa

Golden harvest

Food bazaar

All

Frequency

Frequency

0%

14%

20%

6%

60%


13/37

INFERENCE

Here, in chart we show different type of the private label product of futureagrovet ltd. Here, also observe consumer awareness private label product of future

agrovet ltd like, premium harvest, ektaa, golden harvest, food bazaar. The abovediagram show majority of consumer not aware of all private label product but mostlypeople know premium harvest product of future agrovet ltd.


14/37

4) Have you ever purchased premium harvest before?

Table 4

Responses FrequencyYes 80%

No 20%

Chart 4

80%

20%

FrequencyYes No


15/37

INFERENCE

The above analysis we show that the 80% consumer before purchasedpremium harvest product and remaining 20% consumer not to purchased premiumharvest product before.


16/37

5) If you yes how you get influenced to buy premium harvest?

Table 5

Responses FrequencyRelative 10%

Store staff 1%

Store advertisement 65%

Offer 20%

Other 4%

Chart 5

10%1%

65%

20%

4%

Frequency

Relative Store staff Store advertisement Offer Other


17/37

INFERENCE

Above diagram suggest that the most of consumer influenced to buypremium harvest product to store advertisement i.e. 65%, followed by offer 20%,

relative also influenced with 10% while store staff not influenced to buy a product andother forms are influenced to buy a product to the extent of 4%


18/37

6) Are you satisfied quality of premium harvest (P/H)?

Table 6

Responses Frequency

Yes92%

No 8%

Chart 6

92%

8%

FrequencyYes No


19/37

INFERENCE

The above chart we analyzed that out of 100 respondents, 92 respondentsare satisfied quality of premium harvest product. Only 8 respondents are not

satisfied quality of premium harvest product


20/37

7) What makes you buy premium harvest?

Table 7

Responses FrequencyPacking 3%

Hygiene 10%

Quality 75%

Test after cooking 12%

Other factor likes 0%

Chart 7

0% 20% 40% 60% 80%

Packing

Hygiene

Quality

Test after cooking

Other factor likes

3%

10%

75%

12%

0%

Frequency


21/37

INFERENCE

From the above given chart we can conclude that about 75% consumer buypremium harvest product for quality. Further 12% & 10% of respondents fall under the

makes buy premium harvest product for test after cooking and hygiene respectably.Packing is not more influenced to buy premium harvest product I.e.3%.


22/37

8) Which product you mainly buy in premium harvest?

INFERENCE

The above question is open ended question. We analyzed abovequestion mostly consumers buy all product of premium harvest for example, toor dal,masur dal, moong dal, kabuli chana, rajma, chana red, etc. and some consumersmainly buy only all dals of premium harvest products.


23/37

9) Are you convinced with the pricing of P/H against the qualityserved?

Table 9

Responses FrequencyYes 92%

No 8%

Chart 9

Yes, 92%

No, 8%


24/37

INFERENCE

This question relates with customers that on which basis the customers useto purchase the products of premium harvest product. About 92% of the customers are

convinced with Quality and price of product and 8% of the customers are not convincedwith pricing of premium harvest against quality served.


25/37

10) Have you use other packed pulses?

Table 10

Responses Frequency

Yes 22%

No 78%

Chart 10

Frequency

Yes

No

22%

78%

INFERENCE

Here it was observed that out of 100, only 22 customers are used other packedpulses while remaining 78 customers are used premium harvest product.


26/37

If YES Which

0%

20%

40%

60%

80%

Organic Other ProductsFrequency 22% 78%

Frequency

INFERENCE

The above table and diagram show 22% of customers used other packedpulses. They also used other packed pulses like, organic and other product. Whileremaining 78% of customers used other packed pulses.


27/37

11) Have you ever educated from store staff about P/H?

Table 11

Responses Frequency

Yes 1%

No 99%

Chart 11

99%

1%


28/37

INFERENCE

The above analysis we conclude that out of 100 costumers, 99 costumersnot have been educated from store staff about premium harvest product. There are only

1 costumer have been educated from store staff about premium harvest product.


29/37

12) Your suggestion to improve premium harvest (P/H)?

Table 12

Responses Frequency

Quality 12%

Packing 6%

Display of product 25%

Other 57%

Chart 12

12%

6%

25%

57%

0%

10%

20%

30%

40%

50%

60%

Quality Packing Display of product Other

Frequency


30/37

INFERENCE

The question is related to the suggestion of consumer to improve premiumharvest product. In our survey we see that most of consumers suggested to other reason like, make a batter than other product, stock problem, price effectiveness,etc.i.e.57%, followed by 25% consumers give a suggestion about display of product. While remaining 12% & 6% consumers given suggestion about qualityand packing.


31/37

13) Your suggestion for staple section?

INFERENCE

The above question is open ended, so above question we analyzed thatsome consumers suggested that about salesmen problem and stock of stapleand some consumers also suggestion cleanness for staple section.


32/37

Limitations of the Research

This work does suffer from some limitations. The first of these limitationsStems from the use of a student sample

. Although the sample does have some characteristics that are desirable inTerms of their similarity to the wi der population of consumers students, The sample does not allow for consideration of the impact of consumer Variables such as income or education, both of which have beenDemonstrated to impact private label purchasing behavior.

Future research in this area needs to consider a broader array of Consumers living in multi-cultural contexts Second, future studies should

Also investigate other factors that influence the PLB image perception, i.e.Characteristics of the consumers who buy PLBs, their exposure to globalConsumer Culture, amongst other traits in this respect, they canDistinguish clearly between intrinsic and extrinsic cues in PLB imagePerceptions.


33/37

Results and Finding

A central voice of consumer is to increase product s performance of a PremiumHarvest Product.

The main area where company need to focus is promotion of their product.

Consumers will be more satisfied if company motivates them by offering Display,scheme and other offer.

Some costumer faces the problem about quality and display of premium harvestproduct.

Scarcity of the product mainly in all dals and pulses product is another immergingissue in this area.

Companys premium segment Company has to take collective effort to increasedegree of awareness of products like, premium harvest, ektaa and other product.

Many of consumers are not aware about the Product Line offered by the futureagrovet ltd.

Couple of consumers is not satisfied with the service, quality and price of premium harvest product.

While we talk in terms of service, quality and price they given reason quality of premium harvest, golden harvest and loose are same.

The availability of the product is low.

They need display, light/sign board to boost up the sales of a product.

Many consumers are product Loyal and thus they are changing their preferencefrom premium harvest to others.

Consumers were highly satisfied with product quality of premium harvest.

Some consumers are given suggestion to keeping fresh stock of product.

Some consumers are also given suggestion to make product more hygiene andmore testy after cooking.


34/37

RECOMMENDATION

1) Promotion activities should take into consideration in two different waysa) Company should associate themselves with social events,b) Company should use electronic as well as print media for their advertisement.

2) Company should give special offers to consumers frequently.

3) Company should expand their business throughout the different mall.

4) There have been a lot of complaints about fresh stock and stock problem.

Company should try keeping fresh stock and more availability of products andmake it somewhat liberal.

5) Innovative schemes like Privilege cards giving discount on successive purchasesmay be introduced to make a customer product loyal to premium harvest.

6) There is lot of problem of salesmen in staple section so recruit more workers tosolved problem and increasing sealing of product.

7) Company recruit sales promoter to sales of product and increasing sealing of product.

8) Company also giving knowledge about product to store staff and make more salesof product.


35/37

Conclusion / Suggestion

Future agrovet ltd should also make the efforts to increase the private labelproducts awareness among the consumers

.Company should formulate strong marketing strategies to promote theproducts, they are not known by majority of the people in the city.

The most recommended products of the company by the consumers are alldals and pulses. Thus it is very essential for the company to improve thequality and reduce the price of the other products, so that they are alsorecommended by the consumers to others to use or sale them whichultimately increase the sales as well as attract new customers for the sameproducts.

Company should also make some serious effort to make the productsavailable at any time whenever it is demanded by the consumers.

Company should also make a serious attempt to attract the new consumerswho are purchasing the products of their competitors by formulatingaggressive marketing strategies.

There have been a lot of complaints about the fresh stock and availability of product. So company also make effort to keeping a fresh stock of product and

make a more stock of product.

The price of the product is very high as compare to its quantity of the product.

Generally, people buy the product because of better quality and brand name.


36/37

A

SUMMER TRAINING REPORTON

Consumer Perceptions of private label inmodern format

FORFuture agrovet Limited

(Future group)

Submitted toANAND INSTITUTE OF MANAGEMENT

IN PARTIAL FULFILLMENT OF THEREQUIREMENT OF THE AWARD FOR THE DEGREE OF

MBA (GUJATAR THECNOLOGICAL UNIVERCITY)

UNDER THE GUIDANCE OF

Mr.Snehal Bhatt Miss.Jalashri RavalLecturer marketing officer

Anand Institute of management Future agrovet Ltd.

Presented By:

JAYANT PATELENROLLEMENT NO:- 117020592052

M.B.A- SEMESTER 2YEAR: 2012

ANAND INSTITUTE OF MANAGEMENTMBA PROGRAMME OPP. TOWN HALL, NEAR GRID, ANAND


37/37

Research Methodology Jany

Documents

Transcript of Research Methodology Jany