RESEARCH METHODOLOGY IN BUSINESS

Group Members

1. Harshala Joshi– 68

2. Rudra Khanna – 85

3. Jasvinder Notra- 115

4. Karan Oshan – 116

5. Hemika Parekh - 119

INTRODUCTION

• A potato chip (American English) or crisp (British English) is a thin slice of potato that is deep fried or baked until crunchy

•  Potato chips are commonly served as an appetizer, side dish, or snack

• The basic chips are cooked and salted; additional varieties are manufactured using various flavorings and ingredients including seasonings, herbs, spices, cheeses, and artificial additives.

INDIAN CHIPS TREND :

• The potato chips market in India increased at a compound annual growth rate of 17.8% between 2004 and 2009

•  The leading player in potato chips market in India is PepsiCo, Inc.

• Other players include:

Bingo

Pringles

Haldiram’s

Parle

Diamond

Balaji

Uncle Chips

OBJECTIVES OF STUDY

• To find out what percentage of population likes to eat snacks.

• To find out which flavor of Lay’s is most preferred.

• To analyze the reason for the popularity of the most preferred

snack.

• To know the satisfaction level of people who eat Lay’s.

• To find out how much people spend on snacks weekly.

• To find out the preferences of people for different brands.

SCOPE OF STUDY

• To Identify And Measure Changes In Consumer Attitudes,

Expectations.

• To Understand The Target Audience And The Market

Trends Better

• To Help Companies In Decision Making And Forecasting.

• Business Problem:

To understand the competition of Lay’s in the market.

To understand if Baked chips are considered as healthy

alternative.

To understand the consumer’s preference with regards to

Brand , Quality, Quantity and Packaging.

• Research problem:

To identify the factors that influences an individual while

buying Potato chips- Lay’s.

To identify if Baked Chips by Lay’s is considered as an healthy

alternative by consumers

Research Methodology

•Hypothesis:

Ho: Lay’s baked chips is an healthy

alternative in potato Chips

H1: Lay’s Baked Chips is not an healthy

alternative in Potato Chips

• Methods of collection of Data:

Primary data has been collected by getting the

reviews by filling a form online on FB, Whatsapp,

email etc.

Sampling method used is convenience Sampling 

• Sampling plan:

We have taken a sample of 100 respondents for carrying out the

study

Preferred age group is all age groups

• Research limitation:

Research is limited to urban areas.

Research is restricted to Mumbai.

Study is limited to feedback of 100 respondents.

Since it is convenience sampling, we got response mostly from

the youths

DEMOGRAPHICS

Male58%

Female42%

GENDER

DEMOGRAPHICS

11-194%

20-3090%

31-455%

5-101%

11-19 20-30 31-45 5-10

DO YOU PREFER CHIPS?

Yes89%

No11%

Yes No

WHICH OF THE FOLLOWING CHIPS BRANDS HAVE YOU TRIED

Bingo13%

Lays22%

Parle9%Pringles

10%

Haldirams10%

Uncle Chips14%

Balaji17%

Diamond5%

Bingo Lays Parle PringlesHaldirams Uncle Chips Balaji Diamond

WHEN DO YOU PREFER EATING SNACKS DURING THE DAY?

Morning5%

Evening 65%

Afternoon17%

Night14%

Morning Evening Afternoon Night

WHICH SNACKS DO YOU PREFER?

Haldiriam wafers15%

Uncle Chips19%

Lays chips48%

Bingo13%

Pringles4%

Balaji1%

Haldiriam wafers Uncle Chips Lays chipsBingo Pringles Balaji

DO YOU SEE LAY'S BAKED CHIPS AS AN HEALTHY ALTERNATIVE?

Yes49%

No51%

Yes No

WHICH FLAVOUR DO YOU LIKE MOST IN LAY'S?

 American Style Cream &

Onion39%

Classic Salted9%

India’s Lime‘n’ Masala Masti Flavour

12%

 West Indies’ Hot ‘n’ Sweet Chilli

5%

 India’s Magic Masala19%

 Spanish Tomato Tango12%

French Salt & Cracked Pepper2%

Chile Limon Flavour1%

WHICH BAKED FLAVOUR DO YOU LIKE THE MOST?

Lays Baked Cream,Herb

& Onion Flavour

59%

Lays Baked Original Salted27%

Lays Baked Sunkissed

Tomato Flavour

14%

Lays Baked Cream,Herb & Onion FlavourLays Baked Original SaltedLays Baked Sunkissed Tomato Flavour

AT WHICH PLACES DO YOU CONSUME MAXIMUM SNACKS?

In colleges25%

Railway station

22%

Bus stop5%

Public places18%

Home27%

office2%

WHAT COMPELS YOU TO CONSUME A PARTICULAR BRAND

Brand name19%

Quality38%

Variants14%

Price12%

Quantity19%

Chart Title

HOW WOULD YOU RATE LAY'S AS A PRODUCT ?

1 of 54% 2 of 5

7%

3 of 538%

4 of 540%

5 of 511%

WHAT PACKAGE SIZE DO YOU PREFER THE MOST ?

Rs 55%

Rs1070%

Rs 2022%

Rs302%

WHO ALL IN YOUR FAMILY PREFER LAY'S

children52%

Parents13%

All36%

DO YOU THINK LAY'S HAS ACQUIRED A GOOD BRAND NAME

IN THE MARKET?

87%

2% 11%

yes no cant say

WOULD YOU SUGGEST OTHERS TO BUY LAY'S CHIPS?

55%

18%

27%

Yes No can’t say

ARE YOU SATISFIED WITH THE NUMBER OF FLAVOURS IT HAS

PROVIDED BY LAY'S

87%

13%

Yes No

DO YOU THINK IT IS HEALTHY TO CONSUME LAYS?

19%

81%

yes no

FINDINGS

• People prefer quality over quantity and celebrities endorsing the brand.

• People who prefer quality also prefer chips in their diet.

• 86% People think Lay’s has a good brand image.

• 86% people are satisfied with the flavors available. The additional flavor most of them suggested is cheese.

• 61% people who think Lay’s is healthy are Punjabi.

• People who have rated Lay’s chips as 5,do not find it healthy to consume.

• People who do not prefer chips, are the ones who prefer baked chips , and all of them are females