Garry Project final

8/7/2019 Garry Project final

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Summer internship project report

To carry out the data handling, cleaning and analysis

processes employed for a study on changing purchasing

patterns of Low Unit Packs and a toothbrush visibility survey

(A Project Study Submitted In Partial Fulfilment for The Requirement Of

The Two-Year Post Graduate Diploma In Management 2009-2011)

Industry Guide Faculty guideAnkur Sinha Dr Amarnath Bose

Manager, Operations BIMTECH

The Nielsen Company. Greater Noida,

Submitted By

Swarandeep Singh Chopra

Undertaken at: The Nielsen Company, Vododara

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DECLARATION

I hereby declare that this Project Report titled To carry out the data handling,

cleaning and analysis processes employed for a study on changing purchasing

patterns of Low Unit Packs and a toothbrush visibility survey is a genuine project

undertaken by me under the guidance of Mr. Ankur Sinha, Industry guide, Manager,

operations, Vadodara and Prof. Amarnath Bose, Associate Professor BIMTECH Greater

Noida. All the findings and analysis in this project report are true, authentic and impartial.

I promise that the data gathered for the purpose of this report will not be made public and

will be kept confidential, except for academic purpose.

Swarandeep Singh Chopra

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CERTIFICATE OF APPROVAL- FACULTY GUIDE

Birla Institute of Management Technology

Summer Project Certificate

This is to certify that Mr. Swarandeep Singh chopra , Roll

No.174 ,a student of Post Graduate Diploma in Management has

worked on Summer Project titled To carry out the data

handling, cleaning and analysis processes employed for a study

on changing purchasing patterns of Low Unit Packs and a

toothbrush visibility survey in the FMCG sector after trimesterIII in partial fulfilment of the requirement for the programme. This

is his original work to the best of my knowledge.

Date: Signature

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TABLE OF CONTENTS

Page no

Acknowledgement2

Declaration...3

Certificate by college mentor...4

Certificate by company.....5

EXECUTIVE SUMMARY..10

CHAPTER 1: INTRODUCTION

1.1 Market Research industry12

1.2 Company profile .......14

1.3 Nielsens Products & Services ........15

1.4 Census department........18

1.5 Retail Store Census.......19

CHAPTER 2: DATA PROCESSING

2.1 Data handling and cleaning methodology21

CHAPTER 3: TOOTHBRUSH VISIBILITY STUDY

3.1 Important aspects of the study..........26

3.2 Questionnaire...27

3.3 Data processing steps......31

3.4Analysis tables and their interpretations..,..................34

3.5 Recommendations...38

CHAPTER 4: A study on LUPs

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4.1 Low Unit Packs- Introduction.40

4.2 Objective of the study..41

4.3 Coverage....41

4.4 Questionnaire.....42

4.5 Data processing steps....43

4.6 Analysis tables and their interpretations.46

4.7 Recommendations..57

CHAPTER 5: LEARNING EXPERIENCE

BIBLOGRAPHY......58

APPENDIX... .59

Questionnaire 1..

..59

Questionnaire 2.

...61

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LIST OF TABLES AND CHARTS

Page No.

Figure 1: ...21

Figure 3.1: ....28

Figure 3.2...29

Figure 3.3...29

Figure 3.4...31

Table 3.1.34

Table 3.2.....35

Table 3.3.35

Table 3.4.....36

Table 3.5.36Table 3.6.37

Table 3.7.....37

Table 3.8.38

Table 4.1.46

Table 4.2.....47

Table 4.3.....47

Table 4.4.....48

Table 4.5.48

Table 4.6.49

Table 4.7.49

Table 4.8.50

Table 4.9.....50

Table 4.10...51

Table 4.11...51

Table 4.12...52

Table 4.13...52

Table 4.14...52

Table 4.15...53

Table 4.16...53

Table 4.17...54

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Table 4.18..54

Table 4.19..55

Table 4.20......55

Table 4.21..56

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Executive summary:

The three main pillars of any market research are data acquisition, data processing

and data analysis. The first objective of this study was to understand the whole

process that begins when raw data comes in the form of filled questionnaires till the

time it is finally ready for analysis. Data is acquired by the field teams, then comes

data processing which includes keeping track of questionnaires coming in, studying

them and providing feedback to operation executives on the data quality, coding and

scrutinizing the data, coordinating with the field people, making screen for data entry

operators, defining the hygiene checks for the questionnaires and writing programs

for the same. Then came the data analysis part where each projects final data was

converted into an excel sheet and analysis tables were formed by using pivots. The

understanding of these processes was then employed in two live projects. First was a

study to understand the purchasing pattern of the retailer and analyzing its impact on

documentation of purchase records for Low Unit Packs (LUPs) of various brands of a

leading FMCG company and the second was a toothbrush visibility survey for an

FMCG company to understand what kind of displays and POS materials are used for

toothbrushes. Some of the important aspects were:

Business relatedness of the internship:

- Resolution to queries of the client

- Provide client with additional insight on his market

Skills developed:

- Coordination

- Reading the data

- Working in a team

- Defining checks for cleaning the data

- Analyzing the data

Sources and materials used:

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- Market research basics

- Microsoft excel: Basic and pivots

Based on above analysis key data tables were made for the client in such a way which

gave the best possible answers to their queries.

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CHAPTER 1

INTRODUCTION

1.1 Market Research

Market research is any organized effort to gather information about markets or

customers. It is a very important component ofbusiness strategy. Market research

consists of testing the market to determine the acceptance of a particular product or

service, especially amongst different demographics. It is used to establish which portion

of the population will or does purchase a product, based on age, gender, location, income

level and many other variables. Market research allows companies to learn more about

past, current and potential customers, including their specific likes and dislikes. Based on

market research data, businesses can develop a "target audience." A target audience is a

specific group of customers that has a distinct need or desire for a product or service.

Market research is used to determine how often the target audience will buy a particular

item, how much they are willing to pay for it, and their overall satisfaction with it. By

analyzing market research information,manufacturers and service providers learn where

to focus their resources most effectively.

Market research also helps companies develop information regarding new products or

product lines and learn how well new items will be received. It can also help businesses

learn how the public responds to a comparable product already on the market. In this way,

business can stay in the loop, keeping in touch with the wants and needs of consumers.

They can halt production of a product that the public shows little or no interest in, or

change it, improve it, or lower the price as necessary based on market research

information. The largest national market research market is the USA, followed by the

UK, Germany, France and Japan. After the USA, China is the strongest-growing country

of the ten largest national market research markets

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Market research process:

To conduct market research, organizations may decide to undertake the project

themselves (some through a marketing research department) or they might choose to

commission it via a market research agency or consultancy. Whichever, before

undertaking any research project, it is crucial to define the research objectives i.e. what

are you trying to achieve from potential the research? and what do you need to know?

After considering the objectives, Market Researchers can utilise many types of research

techniques and methodologies to capture the data that they require. All of the available

methodologies either collect quantitative or qualitative information. The use of each very

much depends on the research objectives but many believe that results are most useful

when the two methods are combined.

Quantitative Research

Quantitative research is numerically oriented, requires significant attention to the

measurement of market phenomena and often involves statistical analysis. For example, a

bank might ask its customers to rate its overall service as either excellent, good, poor or

very poor. This will provide quantitative information that can be analysed statistically.

The main rule with quantitative research is that every respondent is asked the same series

of questions. The approach is very structured and normally involves large numbers of

interviews/questionnaires.

Perhaps the most common quantitative technique is the market research survey. These

are basically projects that involve the collection of data from multiple cases such as

consumers or a set of products. Quantitative surveys can be conducted by using post (self-

completion), face-to-face (in-street or in-home), telephone, email or web techniques. The

questionnaire is one of the more common tools for collecting data from a survey, but it is

only one of a wide ranging set of data collection aids.

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Qualitative Research

Qualitative research provides an understanding of how or why things are as they are. For

example, a Market Researcher may stop a consumer who has purchased a particular type

of bread and ask him or her why that type of bread was chosen. Unlike quantitative

research there are no fixed set of questions but, instead, a topic guide (or discussion

guide) is used to explore various issues in-depth. The discussion between the interviewer

(or moderator) and the respondent is largely determined by the respondents' own thoughts

and feelings.

As with quantitative techniques, there are also various types of qualitative methodologies.

Research of this sort is mostly done face-to-face. One of the best-known techniques is

market research group discussions (or focus groups). These are usually made up of 6 to 8

targeted respondents, a research moderator whose role is to ask the required questions,

draw out answers, and encourage discussion, and an observation area usually behind one

way mirrors, and video and/or audio taping facilities.

1.2 Company profile

The Nielsen Company is a multi disciplinary research organisation, engaged in the fields

of Retail Measurement Services, Customised Research, Media Research and other such

researches. ACNielsen operations span more than 100 countries. Its regional business

centers are located was established in the United States in 1923 by Arthur C. Nielsen, Sr.,

one of the founders of the modern marketing research industry. Headquartered in New

York, USA and Haarlem, The Netherlands, Nielsen operates in more than 100 countrieswith a global team dedicated to helping clients compete more effectively and discover

opportunity with more clarity than ever before.

In 2001, ACNielsen became part of VNU, a world leader in marketing information,

media measurement and information and business media.In 2003, VNU announced a new

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organizational structure for VNU Marketing Information (MI), its largest business group,

to address evolving client needs and to create an enhanced platform for accelerated

growth.

In 2007, VNU changed its name to The Nielsen Company. This new identity emphasizes

its best known brand name and underscores its commitment to create an integrated,

streamlined global organization.

Among many innovations in consumer-focused marketing and media research, Mr.

Nielsen was responsible for creating a unique retail-measurement technique that gave

clients the first reliable, objective information about competitive performance and the

impact of their marketing and sales programs on revenues and profits.

Clients work with Nielsens services to:

Measure their market performance

Analyze market dynamics

Diagnose and solve marketing and sales problems, and

Identify and capture growth opportunities

For years, the name ORG has been synonymous with Retail Store Audits of any kind in

India similar to ACN in the world, be it on Consumer products or Pharmaceutical products.

Drawing on the wealth of experience gained over the past few decades, ORG also started

Retail Audits for categories such as Durables and Sanitaryware.

1.3 Nielsens Products & Services

Nielsen markets a wealth of information products, together with services and tools that

help clients use information correctly to address specific business issues and decisions.

Retail Measurement

Our Retail Measurement Services (RMS) provide continuous tracking of product sales to

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consumers, based on information gathered at the retail point-of-sale. Clients receive

detailed information on sales, market shares, distribution, pricing and merchandising and

promotional activities. RMS information is available in more than 80 countries.

Consumer Panel

Consumer Panel research tracks the purchasing behaviour of consumers in over 125,000

households in 24 countries worldwide, primarily through the use of in-home scanners.

Panel information reveals consumers purchasing from all outlets they visit and provides

insights into who is buying, methods of payment, use of coupons and participation in

frequent shopper programs.

Assortment and In-Store Space

A team of experts work with retailers and manufacturers around the world to deliver

business-driven, easy-to-implement solutions that provide a measurable return on their

investment in managing assortment and in-store space. We help them make key decisions

on issues such as shelf inventories, shelf space, category growth opportunities, product

listings and how best to distribute merchandising information.

Consumer Research

A diverse and powerful suite of Consumer Research services help clients obtain

qualitative and quantitative measures of consumers attitudes and purchasing behaviour,

customer satisfaction, brand awareness and equity, advertising effectiveness and other

marketing issues.

Retailer Services

The services for retailers are designed to help them understand what attracts consumers to

their stores. Retailers work with us to evaluate competitive performance, increase traffic

and sales, leverage their frequent-shopper data and build consumer loyalty, improve

performance of their private label products and understand their results across all product

classes and categories they carry.

Modelling & Analytics

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Our advanced Modelling & Analytical Services help clients address such key business

issues as pricing, promotion, marketing mix, assortment and product rationalisation,

category placement, category structure and in-store, in-market auditing and testing.

Nielsen Online

Nielsen's Internet audience measurement services, syndicated and proprietary tools and

custom analytics provide actionable insights to help you measure your audience, evaluate

and differentiate your site, track the competition and develop measurably-effective site

content.

Decision Support

We provide clients with a wide range of software tools and delivery methods designed to

put the right information on the desks of decision-makers at the moment they need it.

These tools range from advanced analytical and data-management systems for

sophisticated users to standard reports for end-users that are automatically refreshed

when our databases are updated.

Global Services

Nielsen Global Services coordinates with local Nielsen offices throughout the world to

deliver clear, consistent information across markets. This helps manufacturers effectively

understand emerging marketing opportunities for global brands. Utilizing consistent and

comparable cross-country data, combined with local country information, Nielsen Global

Services provides information-based solutions to worldwide marketers with a broad

international scope.

Business Consulting Services

Nielsen Business Consulting Services address your CEO agenda, bringing decades of

data management, advanced analytics and strategic management expertise to bear on the

high-level issues facing your business. Proven, prescriptive roadmaps are offered to

success that help your team answer the all-important where to play and how to win

questions.

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1.4 Census department:

Census department is a part of Global Operations at The Nielsen Company. This is the

department where all the data handling and data cleaning processes take place for analysis

.During my internship I got to work in this department where the basis of market research

starts. The census department conducts regular census surveys to keep track of the present

stocking patterns of dealers and also handles some client specific surveys, to solve their

problem or give them better insights. All stores that stock and sell any product category of

our interest (all product categories listed across all product forms) are enumerated.

Canteens in school, college, university should be enumerated if they stock and sell anyproduct category of our interest or serve tea/ coffee. Canteens in airport, areas like military/

air force stations, ports are enumerated if entry permitted and the outlet stocks any product

of our interest. However, canteens located in office and factory are outside the purview of

census. The work of this department is very critical as the actual physical data from field

firstly comes here which has to be checked, cleaned, filtered before it goes into the soft

form to be used for analysis or to be used by other departments of our company for any

purposes. Some other departments like management science department also get their

data cleaned and handled by this department for their projects. The work of this

department starts with the finalization of questionnaires, then field briefings are done to

field people so that the survey is carried out in the way it is desired, then the

questionnaires for particular projects or some regular census surveys to track the retail

space, come here after getting filled from the field. The questionnaires are manually

checked, inwarded, queries are sent to field, data entry takes place, data scrutiny is done

and several hygiene tests are done before it becomes useful without any errors. I will be

explaining these processes in detail later. After the data is cleaned it is interpreted in the

required form and then used. There are various surveys like panel surveys which reveals

consumers purchasing from all outlets they visit and provides insights into who is

buying, methods of payment, use of coupons and participation in frequent shopper

programs. Then regular census to find out the stocking pattern of the stores is done

regularly and there are also some small projects to answer client related queries or if the

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client wants further insights into its market through fresh surveys, the projects that I

handled comes under this category.

1.5 Retail Store Census

A census of shops means a complete listing of shops that deal in one or more product groups of our

interest. The basic steps that are involved in a census are

a) Identifying the towns in which retail measurement is to be conducted

b) Visiting these areas, listing and collecting information from all shops that fall in that area which

stock any product of our interest.

The need for Census:

Census information forms the foundation of the Retail Store Audit (RSA).

A census provides us with the following information

a) The total number of shops stocking a particular product within a town, which is defined as

the UNIVERSE OF OUTLETS.

b) Specific information on the retail outlet

Whether he is a big or a small retailer

The locality of the shop

Products stocked by the retail outlet

Companies whose brands the retail outlet stocks

Any other information of our interest

All the information listed above provides input to setup retail audit for any product, besides serving

as a useful database for other studies.

A Note on Turnover

Retail Store Audit for any product category requires the selection of a sample of retailers from

whom purchase and stock information can be collected at regular intervals. This sample of retailers

is selected so as to be representative of the universe. For this, we first have to break the universe into

smaller homogenous groups, meaning that the retailers belonging to each group should display

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similar characteristics/ patterns. This breaking or stratification as it is called is done on the basis of

certain criteria, the most crucial of them being the Outlet Turnover in Rupees.

Turnover of the outlet is an indication of the volume of business transacted from that outlet. In other

words, it is an indicator of the size of business of the retailer. Hence in every census exercise, the

turnover of the outlet assumes great significance.

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Chapter 2

DATA PROCESSING

2.1 Data handling and cleaning methodology:

Defi

Co

(Cens

Planning & Implementation

Chart 1 (Data process flow)

The first step to carry out any kind of research or survey is to define what the coverage of

the towns is going to be. The coverage is defined by census or management science

department and it depends on the scale of the study being conducted and based on various

factors a sample size is known on which the study is conducted and different statistical

tools are used to define it. Then the questionnaire is finalized and field briefings are held

for different zones so that the field people get to know how the questionnaires are to be

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filled and any ambiguities are resolved. Then after filling of questionnaires, they come to

the census department. Now, the data handling part starts and this was the main part

which I understood while working in this department.The various data handling and

cleaning processes are explained below:

1. Inwarding:

This is the first step of data handling, when the questionnaires come from the field

after getting filled the first task is to record which questionnaire has come out of

the sample size. Census department already has a dealer code for its dealers and

has a huge database of retailers which are known by these numbers. There is a

database of the entire sample size from where we are expecting filled

questionnaires to come. This database contains the dealer code and town code to

identify a particular dealer from whom we are expecting the filled questionnaire to

come. When the questionnaires arrive, their dealer numbers are recorded and they

are also given separate serial numbers to identify them during batch making. If the

study is for say 1 month, then questionnaires keep on arriving everyday from

different parts of the country and data entry for them is only possible if they arefirstly inwarded.

2. Manual Coding:

After the questionnaires are inwarded and serial numbers are given to them,

manual coding of the questionnaires start. This is the first step where cleaning of

the data starts. In what is known as coding, the questionnaires are manually

checked by operations executives to find out different mistakes which may be

done by the field people. These can unfilled questions, out of range answers of

some questions, there may also be cases where the answer of any one question is

not consistent with the answer of any other questions and other such errors may be

there depending on different questionnaires. All the questionnaires which contain

these errors are sent back to the field with an excel sheet mailed to them giving

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descriptions of the different problems which are there. The queries are then

resolved by the field people and then questionnaires sent back. There are also

cases where the error is solved by the coder only if the answer is obvious but that

rarely happens. Coding is a very important part of the whole process as in this step

we come to now what are the potential errors which can be there in the answers

which helps us to make better quality checks in the later steps and here we find

out what are the questions confusing the field people and therefore better

instructions can be given to the data entry operators so that they dont get

confused.

3. Batch preparation:

After the coding of the questionnaires is done, they are clubbed together in a

batch and sent for data entry. Batches are used as all the questionnaires dont

come from the field the same day, so as and when few questions come, they are

inwarded, coded and their batch is formed and this is issued to the vendor (data

entry operator) who has pre installed program for data entry. Sometimes batches

are formed according to towns or zones also, so that it is easy to carry out town

specific studies. A survey may consist of many batches depending on the speed of

questionnaires coming in and also on the speed of query resolution. Thesebatches have to be merged in the end when final data is prepared.

4. Data entry:

Data entry work is outsourced. There are some data entry operators who are

known as vendors who regularly do this work. They are called when needed and

they have to deliver the data the next day. After batch making is done it is time

for data entry. Now, different questionnaires require different screens and

structures to be made so that their entry can be done. Screen preparation is done

on Fox, there are 88 columns and 22 rows in one screen , so depending on the

question requirement adequate spacing is given and format is made. The space

left after each questions should consist of exactly those many spaces which are

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required to be filled and there should be adequate spacing between questions to

avoid any confusion. This screen is then given to the vendor and instructions are

given to him as to how to fill and what kind of mistakes are possible so that they

can be avoided. Along with screen preparation, a structure is also prepared

which has all the questions in the columns and the required space for the answers

in the rows, this is used to see the data after it comes from data entry and carry

out any changes or checks required. The vendor can do the data entry for only

those questionnaires which are inwarded in the batch and after the data entry, the

entered batch is submitted back.

5. Pre scrutiny:

After the receipt of the data from the vendors, it is now checked for any errors.

There are different checks employed. Pre and main scrutiny is done mainly for

census forms and for small projects direct hygiene checks are employed to clean

the data. When the data is received from the data entry operator, there are some

preliminary checks which are employed which are checking whether data for all

the questionnaires which were there in the batch is filled and nothing left which is

done by cross checking with inwarded data, then it is checked whether any extra

entry is done which was not in inwarded list. Then it is checked to see if there is

any duplicate entry which is done by the vendor. All these checks are done and

any irregularities if found are then resolved. Now in pre-scrutiny the fields like

dealer code, town code, date of filling etc fields which are not related to questions

are checked using a program which when run catches any mis-match from the

required data and then these errors can be resolved. This is done to be sure of

what data is coming from which source, when was the survey done and this data

can be used in the analysis.

6. Main-scrutiny:

This is the step where the data is cleaned using different checks employed to filter

out the errors. The questionnaire follows a flow and different questions are

dependent on one another for another for consistency. The different checks which

are employed include range checks which check whether a given answer is

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within the desired limit, for ex it should not be there that percentage is asked and

answer is more than hundred, which means that there is some error as this is not

possible, so the questionnaire which shows this error is taken out and seen what is

the mistake done by data entry operator and this mistake is then resolved. Then

there are consistency checks which are employed to see whether answer of one

question is consistent with another question, say it is marked that a retailer is not

stocking soft drinks in the first question but in the second question he is showing

10 percent sales due to soft drinks which is inconsistent and should be checked.

So, such errors are removed. There are also some other checks which are

employed like the sum of percentages should be 100 if percentage contribution is

required etc. So, data scrutiny is done to remove all the errors which may have

crept in the data at different stages of the data handling process. The checks are

put according to questionnaire and these are very critical, so a lot of thought is

given to employ right checks and not leave out any room for error as this step is

the final step before the batches are merged together and put as a single data final

data of the project to be used for analysis.

7. Data analysis:

The final data is used for analysis depending on what analysis is to be done, thedata which is on Fox is converted to excel worksheet and then using pivots or

other such tools as per the requirements final data tables are made and the results

of the study are found out.

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CHAPTER 3

Toothbrush Visibility Study

3.1 Important aspects of the study

1. Visibility tracking The Concept

Visibility tracking means observing each and every POS (Point of sale) material and

SKUs(Stock keeping units) placed for public display in a shop. These displays are

primarily used to draw attention and also increase in-store sales. Te more the visibility,

the more the expected sales and this is true for both visibility in terms of POS and

SKUs.

2. Objective

The client* wants to understand what kind of displays and POS materials are used for

toothbrushes. With this information, they could possibly identify if they need to design

more or different types of displays. It will also help them to understand what their

primary competitor is doing to drive toothbrush sales. The project was titled as I

think I saw a toothbrush

The scope of this project is to

Find out if the shop has some kind of display specifically for toothbrushes

Find out if the shop uses any POS material (danglers, streamers, posters etc.) to advertise

toothbrushes

Count how many SKUs of 4 brands of Brand A and 4 brands of Brand B are on display

*The name of the client cannot be disclosed as the data is sensitive and the company doesnot allow to put the actual brand name. So I have used some generic dummy names in place

of actual brand names.

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3. Coverage

The coverage for this study will be in approximately 1600 outlets spread across 4

metros and 3 class 1 towns. These outlets are all panel stores for Nielsen.

4. POS material Captured

Posters (any wall in the shop)

Danglers (anywhere inside the shop or just outside the entrance to the shop

Buntings/streamers

Shop-front banners

Leaflets

Any display that holds toothbrush SKUs is considered a toothbrush display. Any

display that only advertises toothbrush but does not hold any SKUs is considered a

POS material.

3.2 Questionnaire:

The actual questionnaire is attached in Appendix at the end. The overview of the

questionnaire is as follows:

1. What is the outlet nature of business?

Please encircle only one option from the given options

a) Groceries/Consumer/Food Products

b) General Store

c) Chemist

d) Cosmetics Store

e) Paan Plus (Selling Cigarette/Tobacco etc)

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2. Observe if toothbrush displays or POS materials are present in the shop.

This observation will determine if we should continue with the survey for this shop. If

the shops has POS material, or toothbrush display, we need to continue with the

questionnaire. If both are not present, we need to stop here after making a note that

both are not present. If POS material is visible then Q3 and 4 should be answered and

similarly if SKU displays are there then Q5 and 6 should be answered.

SECTION 1 POS MATERIAL

3. Please circle brand/s for which POS material is visible.

If the shop has any POS material for Brand Aor Brand B, circle the number before the

name. If any other brand toothbrush POS material is visible, write the name of the

brand after Others Pls. Specify.

The following pictures explain what different POS materials mentioned in this

questionnaire look like

Posters:

Figure 3.1

Danglers:

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Figure 3.2

Leaflets:

Figure 3.3

Buntings:

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Figure 3.4

4. For brands where POS material is visible, please circle type/s of POS

visible.

Circle 1, 2, 3 or 4 for the type of POS material for the brand selected in Q3. E.g. If a

poster for Brand Ais seen, circle 1 in Q3, and 1 in Q4.

SECTION 2 - LOCATION AND SKUs ON DISPLAY

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5. Please circle brand/s for which SKUs are visible when standing in

front of counter and looking in all 4 directions:

Observer the store entrance and all around when standing in front of the counter andmake a note if any toothbrushes are on display. The brushes could be in a hanging

container, basket/cup/mug display, in a display rack, or under the glass counter top.

Client primary requirement is to check if the 8 listed brands are visible. For any other

brands of Brand B or Brand Aon display, circle 5 or 10 (Brand A others or Brand B

Others).

6. For brands where SKUs are visible, please enter count of each brand

at each location:

Take a stock count of any of the 8 brands listed earlier if they are on display. If any other

Brand B or Brand A brand is on display, take a stock count and indicate the number of

SKUs against the Brand A Others or Brand B Others brand in the table.

3.3 Data processing steps:

This was a live project in which a study was conducted to find out toothbrush visibility

of a leading FMCG company vis--vis its main competitor. Due to the rules of company

the names of the companies cannot be mentioned. The experience of working in a real

project gave me a lot of exposure. It involved dealing with questionnaires, coordinating

with field people, vendors and other operations executives. The main processes that were

followed in this project are given below:

1) Inwarding:

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The inwarding process was similar to the one discussed earlier. The

questionnaires coming in from the field were inwarded by putting their dealer

code and town code and serial numbers were given to them as explained earlier.

2) Manual coding:

Coding was done to find out any visible mistakes. The things to watch out for

included things like, in question 2 if POS and SKU both are marked not visible

then the rest of the questionnaire should be empty and vice versa. If POS present

then Q3 and 4 must be marked and vice versa, and if SKU is visible then Q5 and 6

should be marked. Such things were checked out besies unfilled questions and

they were sent back to field.

3) Queries sent to field:

The questionnaires which had some queries related to some questions as found out

during coding were sent back to field along with a description of the the queries

and I also had to talk to field people on phone to explain to them any ambiguities

that they had. After resolving the queries the questionnaires were sent back to us.

4) Batch preparation:

As the coding got completed for as many questionnaires as used to come in a day

or two, their batches were made and sent for data entry.

5) Screen and structure preparation:

Screen was prepared for data entry according to the questionnaire, this was done

on Fox pro. The screen gave as much space required for each question as required

by a question. Then a structure was also prepared where the final data would be

kept and changes will be made there. This was also done on Fox Pro and final data

was kept in this structure only.

6) Data entry:

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Data entry was done by the vendor on the batches which were issued to him from

time to time during the project using the screen made above and batches were

received from him after data entry.

7) Preliminary checks:

After the data came back after data entry, then 3 preliminary checks were

employed, firstly it was checked whether data entry was done for every

questionnaire which was inwarded. Then it was checked if any extra

questionnaires data entry was done even when it was not inwarded. The third

check was the duplicacy check which was employed to find out whether there

were any duplicate entries. These checks helped to sort out these problems. These

checks were done by writing a small program on Fox and then using it.

8) Main Scrutiny:

Now checks like range and consistency checks were employed to clean out any

errors which may still be there in the data. The range checks include checks like

values of Q1 should be from 1 and 5, for Q2 it should be 1 or 2, for Q3 it should

be from 0 to 3, for Q4 from 0 to 5. Then there were consistency checks which

were employed. In question 2 if POS and SKU both are marked not visible then

the rest of the questionnaire should be empty and vice versa. If POS present then

Q3 and 4 must be marked and vice versa, and if SKU is visible then Q5 and 6

should be marked. If Q3 is marked then 4 should also be marked and similarly for

Q5 and 6. All these checks were made in Fox Pro and changes were made in the

data as a result of these checks in the structure we had made earlier. After all the

batches were checked, they were merged together and final data was ready for

analysis.

9) Data analysis:

The final data available was converted in excel sheet. After this data filters were

put for any kind of sorting required. Then pivot tables were made of the available

data. These pivots are helpful for making different cross tabulations. The sample

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size included 4 metros and 3 FLPs(Five lakh plus) towns. So analysis based on

kind of cities was also possible.Using pivot tables different analysis tables were

made which I thought will be helpful for our client. These tables are shown. Bases

on these tables we got some important findings about this visibility study.

3.4 Analysis tables and their interpretations:

The nature of outlets where maximum no of POS materials were visible were grocers

followed by general stores and chemists and 95 % of the total POS materials present were

in the metros.

Table 3.1

The nature of outlets where toothbrushes were visible the most were grocers

followed by general stores and chemists and here as well approx. 92 % of the

outlets where the toothbrushes were visible were in metro cities.

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Table 3.2

Out of the total stores visited 66% of the stores did not have POS material visible

or toothbrush visible. Another important point is that in Dehradun there was not

even a single outlet where POS or toothbrush were visible.

Table 3.3

Out of the total POS materials visible, the share of Brand A i.e our client was nearly 50%

of its main rival i.e brand B while others contributed very little

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Table 3.4

Buntings was the most preferred POS material which was present in about 45% of the

stores followed by danglers and posters for Brand A

Table 3.5

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For brand B as well the most common POS material used was buntings and almost 90%

of them were present in Delhi alone.

Table 3.6

For brands other than Brand A and Brand B, the most common POS material was other

than the ones we had specified which means buntings is the preferred POS material

mainly for Brand A and Brand B

Table 3.7

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This shows that the different brand variants of our client i.e Brand As

toothbrushes were visible only50 % of those visible for Brand B and Brand As

toothbrushes had no visibility at all in Trivendrum along with Dehradun. Delhi

had maximum visibility for Brand A toothbrushes while it was Bangalore for

Brand B. The overall distribution of both the umbrella brands were similar in

FLPs and metros.

Table 3.8

3.5 Recommendations:

As only 5% and 8% of the total POS materials and toothbrushes respectively were

visib;e in FLPs, so there is a huge scope there, the company should try and put

more emphasis on towns like Dehradun to increase its visibility in these towns.

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More emphasis should be given on increasing the visibility in chemist shops and

cosmetic stores.

Two third of the stores still does not have any kind of visibility, so it should be

tried to make them visible in these stores

It should be tried to put POS materials and make toothbrushes visible in those

stores as well where competitors visibility is there while targeting new stores as

well we are lagging far behind the competitor.

It should be tried to push more buntings as the preferred POS in Mumbai and

Kolkata as it is the most preferred POS in other metros.

FLP towns prefer some other POS material which is not in our present study, so it

should be found out what that is and it should then be tries to make available in

more stores across FLPs.

Overall visibility of toothbrushes of all the brands of Brand A is half that of Brand

B so a conscious effort should be made to increase the visibility by insentivising

the retailers and by making attractive toothbrush holders and racks, so that

retailers put them where the customers can see them

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CHAPTER 4

A study on Low Unit Packs (LUPs)

4.1 Low Unit Packs- Introduction:

You order a cup of tea and look around for a quick snack but the tea stall has only large

take-home packs of biscuits. They look daunting; you dont want to munch through 15

biscuits, nor do you want to lug those you cant eat. You would be happy with a handful

of biscuits. That is where Low Unit Packs come in and are beneficial for both the

company as well as the consumer. The LUP market forms 35% of the total Indian FMCG

market. The market size for LUPs is different for different categories. For example, in

shampoos, close to 80% of sales come from sachets. The LUP market for balms is around

Rs100 crores, it is currently contributing about 20%-25% of the total sales of balms. In

current times of inflation, low-unit packs have started playing a bigger role. Mass brands

are likely to suffer more due to inflation as consumers of premium brands are not price-

elastic Since it is a low unit price pack, the consumers soak out less amount of money.

Even daily wage laborers can buy the best of brands. This is working in favor of many

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companies. Also the small size packs have the ability to reach the remotest part of the

country.

In a low per capita income country such as India, low-unit packs have been a key

strategic tool used to increase penetration across several categories. Shampoos were one

of the first few categories to successfully employ this concept in India, such that sachets

today account for over 50 per cent of total shampoo volumes. Across several other

categories, where high price is believed to be a purchase barrier, from teas to soaps,

companies are focusing on low-unit packs to increase penetration and hence sales.

Chocolates are a good example, where we have seen the launch of unit packs in the price

range of Rs 5 to Rs 6 per 15-18 gm packs. Clearly a low-unit pack at Rs 5 places the

product in the consideration set of several target consumers who might have earlier found

the regular product too expensive. But more importantly, it also opens up new and more

frequent occasions for consumption. From a manufacturers point of view, however, there

is another important element to this situation - cost of producing and distributing a low

unit pack. Every marketer who wants to harvest the wind has to adopt a little-drops

strategy. This means going the way of small packs. The low unit packs strategy can be

adopted by everyone. Products have done this first and services will follow. Our client is

a leading FMCG company and does not have much insight into the changing purchasing

and documentation patterns of its LUPs, so this study will bring out zone wise and all

India pattern of purchase for 2 shampoo brands, one toilet soap brand, 2 personal care, 3

tea brands and 3 coffee brands under its umbrella which are offering Low Unit Packs.

The name of the company and ots brands cannot be disclosed due to company policy.

4.2 Objective of the study:

The objective is to study to understand the purchasing pattern of the retailer and

analyzing its impact on documentation of purchase records for Low Unit Packs (LUPs) of

various brands of the client. Our client is a leading FMCG company* of the world and

has a very stong presence in India. The client has a huge product portfolio and wants to

have proper understanding of the purchasing patterns but it does not have much insight

into the changing purchasing and documentation patterns of its LUPs. So this study will

bring out zone wise and all India pattern of purchase for 2 shampoo brands, one toilet

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soap brand, 2 personal care, 3 tea brands and 3 coffee brands under its umbrella which are

offering Low Unit Packs. The name of the company and its brands cannot be disclosed

due to company policy.

*The name of the client cannot be disclosed as the data is sensitive and the company does not allow to put the actual

brand name. So I have used some generic dummy names in place of actual brand names.

4.3 Coverage

The coverage for this study will be in approximately 6600 outlets spread across the 4

zones of India. This was decided by the management science department. The stores

covered under this study are our panel stores which are recruited by us for continuous

tracking of products in the retail space. Panel stores are useful in this study as they give

us the true picture about documentation details which other dealers may be apprehensive

about sharing.

4.4 Questionnaire

The actual questionnaire is attached in Appendix at the end. The overview of the

questionnaire is as follows:

Q1: It was required to mention whether the given products were stocked or not and if they

were stocked then what was the frequency of purchasing them, if a particular product it

was marked as not stocked, then throughout the questionnaire entries corresponding to

that product had to be blank and vice-versa. If it was stocked, then its purchase frequency

had to be mentioned i.e whether the products are bought more than once a week, weekly,

fortnightly ,monthly.

Q2. For the products which were stocked as per the first question, now it was required to

mention whether the purchase frequency has increased, decreased or remained same over

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last year, this question was aimed at analyzing the changing purchasing patterns over the

last year.

Q3: Current proportion billing record of this year (2010) was available to us in our data

base. This question helped us to probe if the proportion mentioned has changed over last

year and enter % proportion of billing record for corresponding period of last year. If the

respondent was not able to share actual percentage after probing using the current

percentages, indicate increase or decrease or no change using codes mentioned in the

table. Increase/ decrease or no change was to be entered with respect to current year

(2010) over corresponding period in 2009. Comparison of period: start of 2010 year

(CURRENT) compared to same period previous year (i.e. 2009).

Q4. If percentage of NO DOCUMENTS AT ALL has increased, the reason behind the

same was asked. This was an open ended question. This was included to have a database

of the potential reasons why oral method of documentation has increased if any such

query is raised by the client.

4.5 Data processing steps:

This was a very interesting study as it was done to gain further insights into the LUP

segment which is gaining strength in our country. The data handling process was quite

similar to the one followed for the toothbrush visibility study, but the checks were

different and due to its huge sample size, more batches were made and better care of the

data had to be taken. I have tried to explain the main differences in the processes below

while the main points remain the same. One of the main differences while handling the

data of these two projects came in handling of the queries with the field people and

coordinating them as in this project there was some ambiguity regarding percentages to

be filled in Q3, so there were many cases where it was left unfilled or there were some

errors. So, a lot of queries were sent and I had to explain to field people again at times

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what the errors were and so it consumed a lot of time for the questionnaires to again

come back from the field which left you waiting for them and similarly the data entry

operators had to be explained thoroughly so that they did not commit any mistakes, in

the end the deadline was just met. But, in the end the whole process was a great learning

experience and gave me better insights into what are the potential points of confusion for

field people and how to coordinate better with them in the future. The different steps of

data handling and cleaning are as follows:

1. Inwarding: This process was similar to the one explained earlier. In this only the

dealer code and date of filling had to be inward.

2. Manual coding: The points for this questionnaire which were to be checked

manually included checking for unfilled responses in Q1, then if a product was

mentioned as stocked in Q1 then its corresponding entries should be marked in Q2

and Q3 and vice-versa. If percentages were mentioned in Q3 then its sum should be

100 across different documentation methods. If it was marked that the percentage of

aparticular method of documentation has increased ,then it could not have been 0

currently (we had current percentages database with us), as how can it increase to 0.

So, such checks were done manually and the queries were sent to the field for

resolution.

3. Queries sent to the field:

The different queries as explained in the coding part were sent to the field for

resolution. There were some instances in this project when the questionnaires came

back frm the fiels without the queries being resolved and they had to be sent again,

which put a lot of time pressure for the project to get completed within the deadline.

4. Batch making: Questionnaires Kept coming in for about a fortnight due to the

sample size, so around 21 batches were made at different times and sent for the data

entry.

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5. Screen and structure preparation:

Screen and structure was made as per the questionnaire as was explained earlier.

6. Data entry:

Data entry was done by the vendor on the batches which were issued to him from

time to time during the project using the screen made above and batches were

received from him after data entry.

7. Preliminary checks:

After the data came back after data entry, some preliminary checks were employed,

similar to the ones employed for the toothbrush visibility study, firstly it was

checked whether data entry was done for every questionnaire which was inwarded.

Then it was checked if any extra questionnaires data entry was done even when it

was not inwarded. The third check was the duplicacy check which was employed to

find out whether there were any duplicate entries. These checks helped to sort out

these problems. These checks were done by writing a small program on Fox and then

using it.

8. Main scrutiny:

The checks employed here were different from the ones used earlier. The range

checks included check in Q1 that the responses should be between 1 and 5. In Q2

between 0 and 3 and in Q3 between 0 and 100. There were some problems with

regard to Q1 because there were a lot of questionnaires which marked 0 as the

response confusing it with 1, which was the correct response for not stocked items.

So that had to be corrected many a times. Then came the consistency checks in which

the checks included checking if the response was other than 1 i.e stocker for a

particular product, then the responses for that product in Q2 and Q3 should be

marked and vice versa. If the product is marked as not stocked in Q1, then its

purchase frequency cant change nor can its documentation be there, so Q2 and Q4

should be left blank in such cases and vice versa. Then there was a check to see

whether the sum of percentages across different documentation methods of a

particular product was 100 or not. The last check was to check whether the open

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ended question given at the end was answered if the percentage of no documents

documentation method increased over last year or not. These checks were made in

Fox Pro by writing small programs. When a batch came back from data entry, it was

put through each check which was in the form of small programs one by one, and if it

showed any errors, the serial no and town code of the error containing questionnaire

was shown which could then be resolved by taking the questionnaire out and finding

what was the mistake done by data entry operator, which is then rectified and next

check is run an so on.

9. Data analysis:

The final data available was converted in excel sheet. After this data filters were put

for any kind of sorting required which was similar to what we did in the toothbrush

survey. Then pivot tables were made of the available data. These pivots are helpful

for making different cross tabulations. The processes for the two projects seem

similar but there were a lot of differences in how they wre carried out and the

analysis part was completely different. In this survey the analysis tables were made

for different zones and also for all India analysis which are shown.

4.6 Analysis tables and their interpretations:

For the LUP study carried out across key states we observed that almost

13 % cases were not successful

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Table 4.1

Stocking Pattern Observed for LUP indicated that for Coffee LUP were being

stocked mostly in South and Shampoo1 does not have as good penetration levels in

North zone as compared to other zones.

Table 4.2

Penetration levels are maximum in West and South zones across brands and its quite

uniform across brands other than tea and coffee for north zone

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Table 4.3

Across brands we observe that the Purchase frequency is between 2 to 4 weeks. With

only 17 % stores having frequency less than 2 weeks. However for West and South

Frequency of Purchases is higher, with 54 % of stores having purchasing of less

than a fortnight for West and 58 % for South.

Table 4.4

For Shampoos maximum stores are purchasing once a month followed by once

a fortnight frequency. Similar pattern is emerging for Cream 1 as well as Soap. For

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coffee no of stores stocking is very low also the frequency of purchase is to the tune

of once month

Table 4.5

For East we observe that for most of the brands the purchase frequency is in the

range of once a month.

Table 4.6

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For West across most brands frequency of purchase is once in a fortnight or lower

indicating a faster rotation of stocks present in the outlet.

Table 4.7

For South too we observe that the frequency of purchase is on higher side with

most of the stores are purchasing once in fortnight or more.

Table 4.8

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Highest increase in purchasing frequency is observed in once a week and once a

fortnight period indicating that regular purchases are increasing for Shampoo 1

Table 4.9

For Sampoo 2 the Increase in shift towards purchasing frequency of once a

fortnight is seen

Table 4.10

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For Soap 1 the Increase in shift towards purchasing frequency of once a fortnight

is seen

Table 4.11

For creams also the shift towards purchasing frequency of once a

fortnight is seen.

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Table 4.12 and Table 4.13

Coffee 1 which is dominant in south we observe a huge shift towards higher purchase

frequencies as compared to last year, which means purchases are increasing.

Table 4.14

For 3 roses which is predominantly south brand, the Shift in purchasing pattern is

primarily seen for Re 1 pack and the shift is towards increased frequency of

purchases

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Table 4.15

The most common method for documentation was invoicing, but was decreasing.

Table 4.16

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The oral method of documentation was decreasing very fast and PRB method was on th uprise.

Table 4.17

Purchase frequency for 60-65% of stores has remained same across brands whereas around 7

% stores have reported decline in purchase frequency. However for Shampoo 1 - 37%

increase in purchase frequency was reported.

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Table 4.18

For East approx 10 % of stores have reported Decline in purchase frequency where as 55-

60 % of stores has maintained their purchase frequency

Table 4.19

For West 55 to 60 % stores have maintained their purchase frequency as compared to last

year

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Table 4.20

Increase in purchase frequency was reported by around 40 % of dealers for Coffee 1,

Coffee 2 and Shampoo 1 LUPs

Table 4.21

4.7 Recommendations

Shampoo 1 should be promoted in the North zone through sales promotion or better

communication as it is less stocked in this zone.

The 3 tea brands should be made more available in zones other than the south zone.

The purchase frequency of tea 2 and tea 3 is quite stagnant so they should be tried in

other zones as well.

Purchase frequency of Shampoo 2 was decreasing across the country, so attention

should be paid on this to increase sales.

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Maximum sales are coming from Shampoo 1 and its purchase frequency is increasing

towards weekly and fortnightly sales, so this brand should be made available at all

times.

CHAPTER 5

LEARNING EXPERIENCE:

The internship at The Nielsen Company was a great learning experience. The culture,

structure, processes and functions at Nielsen provide a different dimension to Business

growth and development. I am very fortunate to undertake my interns at Nielsen which

could expose me to two parallel aspects Organization: The Technology aspect and

Business aspect. The internship helped me to liberally apply all the business aspects

studied for the past one year. Nielsen work principle gave me an opportunity to work on

many confidential aspects of the company. The policies restricted me to depict many

important aspects of the company and data. I had apprehensions about my performance

before joining as I was going into highly process oriented Multinational Company

without any prior work experience. Initially I was required to understand the Organization

Structure, Process, various departments, Teams and their functions. As Nielsen is worldsleader in Market Research in FMCG products I could directly co-relate various concepts

of Marketing Research, Marketing & Organization Behavior read in my curriculum. The

internship period exposed me to various formalities and protocols in an organization.

My internship here helped me to develop better team skills, coordination and required me

to do two activities at one time i.e. to get the work done and to do work. This involved

persuading the operations executives for giving me time to discuss the projects and their

process. I had to convince the operations executives that the task which I am performing

is of vital importance to them and organization. I understood the overall process of

market research right from questionnaire fillings to giving the final data to the clients. It

taught me how to work with time constraints and how to coordinate with people from

different backgrounds with different skill sets. In the end I would like to conclude by

saying that the 2 months I spent with The Nielsen Company were the most fruitful in

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terms of learning and it has opened up my mind and given several new dimensions to my

personality.

Bibliography:

[1] http://www.fundinguniverse.com/company-histories/ACNielsen Corporation-

Company

[2] http://www.nextbillion.net/news/why-small-packs-make-sense-for-fmcg-cos

[3] http://www.hindustantimes.com/Focus-on-pushing-low-unit-packs/Article1-

320847.aspx

[4] http://www.neytri.com/how-small-packs-pay-off-big

[5] en.wikipedia.org/wiki/Market_research

[6] managementhelp.org/mrktng/mk_rsrch/mk_rsrch.htm

[7] http://www.infibeam.com/Books/info/naresh-k-malhotra/marketing-research-5-e-

applied-orientation/9788131723173.html

59
http://www.fundinguniverse.com/company-histories/ACNielsen%20Corporation-http://www.nextbillion.net/news/why-small-packs-make-sense-for-fmcg-coshttp://www.hindustantimes.com/Focus-on-pushing-low-unit-packs/Article1-320847.aspxhttp://www.hindustantimes.com/Focus-on-pushing-low-unit-packs/Article1-320847.aspxhttp://www.infibeam.com/Books/info/naresh-k-malhotra/marketing-research-5-e-applied-orientation/9788131723173.htmlhttp://www.infibeam.com/Books/info/naresh-k-malhotra/marketing-research-5-e-applied-orientation/9788131723173.htmlhttp://www.fundinguniverse.com/company-histories/ACNielsen%20Corporation-http://www.nextbillion.net/news/why-small-packs-make-sense-for-fmcg-coshttp://www.hindustantimes.com/Focus-on-pushing-low-unit-packs/Article1-320847.aspxhttp://www.hindustantimes.com/Focus-on-pushing-low-unit-packs/Article1-320847.aspxhttp://www.infibeam.com/Books/info/naresh-k-malhotra/marketing-research-5-e-applied-orientation/9788131723173.htmlhttp://www.infibeam.com/Books/info/naresh-k-malhotra/marketing-research-5-e-applied-orientation/9788131723173.html


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Appendix:

Questionnaire 1 - LUP capture

Dealer Code: 1310101001 1-11 Date of audit:

Q.1. HOW MANY TIMES IN A MONTH DO YOU PURCHASE THE FOLLOWING?

NOT

STOCKED

MORE THAN

ONCE A WEEK

ONCE A

WEEK

ONCE IN

15 DAYS

ONCE IN A

MONTH

Shampoo 1 1 2 3 4 530

Shampoo 2 1 3 3 4 531

Soap 1 1 3 3 4 532

Cream 1 1 3 3 4 533

Cream 2 1 3 3 4 534

Coffee 1 1 3 3 4 535

Coffee 2 1 3 3 4 536

Coffee 3 1 3 3 4 537

Tea 1 1 3 3 4 538

Tea 2 1 3 3 4 539

Tea 3 1 3 3 4 540

Q.2. HAS THE NUMBER OF TIMES YOU PURCHASE THE PRODUCT CHANGED OVER LAST YEAR?

INCREASED DECREASEDSAME AS

LASTYEAR

Shampoo 1 1 2 3 41

Shampoo 2 1 3 3 42

Soap 1 1 3 3 43

Cream 1 1 3 3 44

Cream 2 1 3 3 45

Coffee 1 1 3 3 46

Coffee 2 1 3 3 47

Coffee 3 1 3 3 48

D D M M Y Y

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Tea 1 1 3 3 49

Tea 2 1 3 3 50

Tea 3 1 3 3 51

Q3. HAS THE PROPORTION OF PURCHASE RECORD METHOD CHANGED OVER LAST YEAR?

INVOICE/KUCCHA

BILLSPRB

NO DOCUMENTSAT ALL

TOTAL

Shampoo 1CURRENT - - - 100%

CHANGE OVER LAST YEAR 52-54

Shampoo 2

CURRENT - - - 100%


Soap 1CURRENT - - - 100%


Cream 1CURRENT - 0% - 100%


Cream 2CURRENT 0% 0% 100% 100%


Coffee 1CURRENT - - - 100%






Tea 1CURRENT - - - 100%






PLEASE USE FOLLOWING CODES FOR CHANGE OVER LAST YEAR

INCREASED 1DECREASED 2

SAME AS LAST YEAR 3

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G T L 1-7PROJECT I THINK I SAW A

TOOTHBRUSH

DEALER NUMBER

8-1213-14 15-18

19-20

TOWN CODE MSISDN NUMBER (10 Digit)

1. What is the outlets nature of business?(Single response)

Products

Groceries/Consumer/FoodProducts/

1

General Store 2

Chemist 3

Cosmetics Store 4

Paan Plus / Others 5 33

2. Please Observe and record if any POS or Tooth brush is visible

Yes No

1 POS materialVisible

1 234

2 Toothbrushvisible

1 235

Section 1: POS MATERIAL

3. Please circle brand/s for which POS material is visible.FOR ALL THE BRANDS CODED IN Q3 ADMINISTER Q44. For brands where POS material is visible, please circle type/s of POS visible

Q3

Brand

Q4 Type of POS material

PosterDangle

r

Buntings/Streamers

Other

1 Brand A 1 2 3 4 36-402 Brand B 1 2 3 4 41-453 Others Pls. Specify 1 2 3 4 46-50

63

Supervisor Name: ________________Status SC /NAReasons if NA: ____________________Back Check _Date

IF CODED 1 FOR POS ORTOOTHBRUSH GOTO Q3IF 2 CODED FOR BOTH TERMINATE

SURVEY

Questionnaire 2-Toothbrush visibility survey


64/65

64


65/65

SECTION 2: LOCATION AND SKUs ON DISPLAY

5. Please circle brand/s for which SKUs are visible when standing in front ofcounter and looking in all 4 directions.

6. For brands where SKUs are visible, please enter count of each brand ateach location.

Q5

Q6DoorDispl

ay

GlassCounter

Display Rack Hanging Display

FacingCustomer

NotFacingCustomer

WallBehind

Counter

Wallsto

Sideof

Retailer

WallBehindConsumer

01

BrandA(1)

51-

6602

BrandA (2)

67-82

03

BrandA (3)

83-98

04

BrandA (4)

99-114

05

BrandAOther

s

115-130

06

BrandB (1)

131-146

07

BrandB (2)

147-162

08

BrandB (3)

163-178

09

BrandB

179-194

10

BrandB -Others

195-210

Documents

Garry Project final