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Marketing Research Is Generally Activated When There Is A Question To Be Answered , Only When There Is A Information Gap. • Marketing Research Is Generally Taken Up As A Short-term Project With Clearly Defined Scheduled,budget, Which Should Make Marketing Decision –making.
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Market Research to Understand Behavior of sales wrt Price and flavor
Renzil D’cruz
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MARKETING RESEARCH
• Marketing Research Is Generally Activated When There Is A Question To Be Answered , Only When There Is A Information Gap.
• Marketing Research Is Generally Taken Up As A Short-term Project With Clearly Defined Scheduled,budget, Which Should Make Marketing Decision –making.
• Who Does The Research?
• It Is A Intermittent Activity, Based On A Identical Information Gap Or Information Need.
• A Large Number Of Professional Research Are Available To Do The Needful. They Have Branches ( In Case Of India) All Over The Country And Some Have Global Associates If Research Is Going Beyond India.
WHEN TO DO MARKETING RESEARCH
- When There Is A Information Gap Which Can Be Filled By Doing Research.
- The Cost Filling Gap Through Marketing Research Is Less Than Taking Wrong Decision Without Doing Research.
- The Time Taken For The Research Does Not Delay Decision –making Beyond Reasonable Limits.
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TEST MARKETING
• This Is A Name Used For A Class Of Controlled Experiments In Marketing Research.
• Its Objective Is To Predicts Sales Based On Change In Marketing Variable Like Price, promotion, advertisement.
• Experimental Design Are Also Classified In Terms Of Number Of Independent Variable Used .
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EXPERIMENTAL DESIGN
• The Design Of Experiment Is Most Critical When It Is Analysed Through Anova.
• The Types Of Design Use In Marketing Research Experiment Are:
• Completely Randomised Design In One Way-anova.
• This Design Is Used When Three Is Only One Category Of Independent Variable And One Dependent Variable.
• Each Category Of Independent Variable Is Called The Level.
• In This Type Of Design We Randomly Allocate Various Sample To Different Level.
• Then We Conduct F-test Under Anova To Test The Null Hypothesis That The Mean Value Of Independent Variable.
• To measure correlation between sales price and flavor
• To measure the involvement of consumer with particular favoritism on flavor
• To measure consumer preference level of while considering price based on flavor
• To measure the change in consumer behavior from the information to interaction by shopkeeper
Objectives of Research methodology
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Sample Frame
• Demographics: Shopkeeper
• Sample size: 20 respondents
• Location: limited to Mira Rd. ,Kandivli and Vasai
Gender/Type
Own Shop Worker
MALE 5 12
FEMALE 2 1
Type and Tools for sample data collection:
• Primary Data: Structured Questionnaire administered
personally.
• Advantage : Better Feedback on personally administered
Questionnaire
• Disadvantage: The sample selected from limited area of
suburbs in Mumbai result may be vary on bigger sample of data
USE OF ANOVA IN MARKETING RESEARCH
• For primary data collection a structured questionnaire was made which was filled
by respondents.
• Once the data collection was completed, analysis was carried out using SPSS,
software for analyzing the data.
• Data analysis tools like t-test and Anova analysis was used to get the output of the
data.
• ANOVA uses squared deviation of variance so that computation of distance of individual data point from their own mean or from grand mean can be summed ( i.e. S.D sum to zero).
• The total deviation of any particular data point may be partitioned into – BETWEEN GROUP VARIANCE and WITHIN GROUP VARIANCE.
THE EXPERIMENT CONDUCTED ON ’20’ RANDOMLY SELECTED RESPONDENT (ICE-CREAM):
PRICE OF 1l KG.PACK
CODE
1 Rs. 95.00
2 Rs. 100.00
3 Rs. 110.00
4 Rs. 120.00
ICE-CREAM FLAVOURS
CODE
STRAWBERRY 1
VANILLA 2
CHOCOLATE 3
Anjir(Fig) 4
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Variable View
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Data View
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OUTPUT OF SPSS OF ICE-CREAM RANDOMISED DESIGN ONE WAY ANOVA ( FLAVOURS AND PRICE)
FLAVOURS Sum of Squares df Mean Square F Sig. Between Groups 20 17 1.176 0.471 0.85 Within Groups 5 2 2.5
Total 25 19
PRICE Between Groups 26.7 17 1.571 6.282 0.146 Within Groups 0.5 2 0.25 Total 27.200
19 27.2 19
Analysis Q1.Are customer s particular while buying Ice-cream on basis of flavor? (1 being less likely and 10 being
most likly)
Statement 1 :
• Conclusion :- Since the F value is 0.0031 which is less than 0.05, we reject H0.
• There are significant differences in the preferred type of flavor according to Shopkeeper.
Statement 2:
• Conclusion :- Since the p value is 0.019 which is greater than 0.05, we accept H0.
• There are no significant differences in the preferred type of two types of flavours
ICE-CREAM FLAVOURS Rating
STRAWBERRY
VANILLA
CHOCOLATE
Anjir(Fig)
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Analysis Q2.Are customers preference on basis of cost? (1 being less likely and 10 being most likly)
Statement 1 :
• Conclusion :- Since the F value is 0.0031 which is less than 0.05, we reject H0.
• There are significant differences in the preferred type of flavor according to Shopkeeper.
Statement 2:
• Conclusion :- Since the p value is 0.019 which is greater than 0.05, we accept H0.
• There are no significant differences in the preferred type of two types of flavours
PRICE OF 1l KG.PACK
CODE Rating
1 Rs. 95.00
2 Rs. 100
3 Rs. 110.00
4 Rs. 120.00
ANOVA( SALES AND FLAVOURS)
SALES Sum of Squares df Mean Square F
Between Groups 147616.875 3 49205.65 212.011
Within Groups 65545.875 16 4096.68
Total 213163.75 19
FLAVOURS
Between Groups 0 3 0 0
Within Groups 25 16 1.563
Total 25 19 Renzil D’cruz
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ANOVA ( PRICE*SALES)
PRICE Sum of Squares df Mean Square F Sig. Between Groups 0 3 0 0 1 Within Groups
27.200 16 1.7
Total 27.2 19
SALES Between Groups 11463.75 3 3821.25 0.303 0.823 Within Groups 201700 16 12606.25
Total 213163.75 19
• Statement:
• H0 : There are no significant differences in the preferred type of Advertisement according to its impact of celebs ads and contest ads
• H1 : There are significant differences in the preferred type of Advertisement according to its impact of celebs ads and contest ads
• Conclusion :- Since the p value is 0.666 which is greater than 0.05, we accept H0.
• There are no differences in the preferred type of Advertisement according to its impact of celebs ads and contest ads
Data Collected From various Sources(Sales/Flavors)
Sales/Flavours 1 2 3 4 Total
900 0 0 0 1 1
930 0 0 1 0 1
1000 1 1 0 0 2
1020 0 0 0 1 1
1025 0 1 0 0 1
1050 1 0 0 0 1
1075 1 0 0 0 1
1090 0 0 0 1 1
1100 0 0 1 0 1
1110 0 0 0 1 1
1125 0 0 1 0 1
1150 0 1 0 0 1
1175 0 1 0 0 1
1180 0 0 1 0 1
1200 1 0 0 1 2
1220 0 1 0 0 1
1225 0 0 1 0 1
1310 1 0 0 0 1
Total 5 5 5 5 20
Chi-Square Tests( SALES*FLAVOURS)
a) 72 cells (100.0%) have expected count less than 5. The minimum expected count is .25.
Test Type Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 52.000(a) 51 0.435
Likelihood Ratio 49.9 51 0.517
Linear-by-Linear
Association 0.813 1 0.367
N of Valid Cases 20
• Statement 1 :
• Conclusion :- Since the p value is 0.435 which is greater than 0.05, we accept H0. There are no significant differences in respondent’s preference towards brand
• Statement 2 :
• Conclusion :- Since the p value is 0.517 which is greater than 0.05, we accept H0. There are no significant differences in respondent’s agreement towards the statement that I prefer giving feedback to brands .
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Data Collected From various Sources(Sales/Price)
Sales/Price 1 2 3 4 Total
900 0 0 0 1 1
930 0 0 0 1 1
1000 0 0 0 2 2
1020 0 0 1 0 1
1025 0 0 1 0 1
1050 1 0 0 0 1
1075 0 0 1 0 1
1090 1 0 0 0 1
1100 0 0 1 0 1
1110 0 1 0 0 1
1125 1 0 0 0 1
1150 0 1 0 0 1
1175 1 0 0 0 1
1180 0 1 0 0 1
1200 1 1 0 0 2
1220 1 0 0 0 1
1225 1 0 0 0 1
1310 1 0 0 0 1
8 4 4 4 20
Chi-Square Tests(PRICE*SALES)
a) 72 cells (100.0%) have expected count less than 5. The minimum expected count is .20.
Test Type Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 56.250(a) 51 .285
Likelihood Ratio 50.515 51 .493
Linear-by-Linear
Association 12.232 1 0.0
N of Valid Cases 20
• Statement 1 :
• Conclusion :- Since the p value is 0.009 which is less than 0.05, we reject H0. There are significant differences in respondent’s agreement towards the statement that I prefer brand engaging with the customers to promote their product or service
•
• Statement 2 :
• Conclusion :- Since the p value is 0.192 which is greater than 0.05, we accept H0. There are no significant differences in respondent’s agreement towards the statement that I prefer interacting with brands of my choice
Chi-Square Tests(PRICE*FLAVOURS)
a) 16 cells (100.0%) have expected count less than 5. The minimum expected count is 1.00.
Test Type Value df Asymp. Sig. (2-sided)
Pearson Chi-Square .000(a) 9 1
Likelihood Ratio 0 9 1
Linear-by-Linear
Association 0 1 1
N of Valid Cases 20
Descriptive Statistics
N Statistics Minimum Statistics
Maximum Statistics
Mean Statistics Std. Error
Std. Deviation Variance
SALES 20 900 1310 1104.25 23.685 105.92 11219.14
FLAVOURS 20 1 4 2.5 0.256 1.147 1.316
PRICE 20 1 4 2.2 0.268 1.196 1.432
Valid N (listwise) 20 4
• Usefulness of Advertisements
– Respondents consider banner ads to be their 1st most preferred type of advertisements according to its
usefulness following by online ads , tv ads & print ads respectively
• Impact of Advertisements
– Majority of the respondents were able to recall for a brand easily after watching an advertisement
• Different forms of Advertisement
– There are different forms of Advertisements that creates an impact on the respondent in terms of its
usefulness out of which celebs advertisements has the highest impact on the respondent followed by
creative media ads followed by traditional, Online ads & advertisements involving engagement.
OBSERVATIONS
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• Brand Engagement
– Majority of the respondents prefer brand communicating with consumers
• Interactive Advertising
– In terms of awareness level of different methods of interactive advertising social media has
the highest level of awareness among the respondents followed by vouchers and discounts ,brand involvement contest and sms & win prizes
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• To make advertising more fruitful brands should consider engagement with the customers as important as communicating with the customers
• Interactive advertisements have a better recall then normal advertisements hence brands should consider interaction based advertising as an important medium for awareness
• With a better recall value & personal engagement with a brand it creates an impact on consumer buying decision
• It is recommended for brands to make their advertising campaign more informative & engaging rather than having a celebrity endorsements
• Advertisements should have Promotional campaigns like discounts & vouchers, should be entertaining & funny because it has better impact on customers
• Platforms like Social networking sites & blogs are highly engaging & interactive, brands should consider these platforms for interaction
• Brands should have an separate engaging campaign to have interaction with the customers
• Brands should spend more on interactive advertising media like Internet & Mobile compare to Traditional advertising Media like Print & Radio
Suggestions and recommendations
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• Most of the respondents says that banner ads are most useful
• Most of the respondents said advertisements creates an awareness for a brand & helps in brand recall value
• Most of the respondents said that celebrities advertisements have a greater impact on them
• In terms of awareness level of different methods of interactive advertising social media has the highest level of awareness among the respondents followed by vouchers and discounts & sms & win prizes
Conclusion
• In terms of interaction most of the respondents who are interested in advertisement prefer ads to be entertaining & to be of their interest. Brand loyalty & celebrities & contest are also factors for consideration
• In regards of platforms for interaction majority of respondents prefer internet to interact most of the engaging & interactive ad campaigns should be on Internet
• Brands generally advertise to have an impact on customers mind & to create a high brand recall value which will eventually leads to sales but customers expect advertisements to be useful & to be appropriate
• Brands should incentivize the customers with discounts & vouchers to increase interaction & eventually increase sales of their product & service.
conclusion
Thank You. • Questions ???
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• Concerns !!!
Thank You. • Questions ???
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• Concerns !!!
Thank You. • Questions ???
• Comments #@$%
• Concerns !!!
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