BRM Report_Group 2 _Div B

8/7/2019 BRM Report_Group 2 _Div B

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Business Research MethodsReport on Parle G

SUBMITTED TO: Prof. SHAILAJA REGO

Submitted by:

Nivesh Arora 112

Nitin Chaswal 117

Mithun PJ 135

Avinash Saxena 146

Somsubhra Gan Choudhuri 162

Ammar Patel 180


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IndexBackground.. 3

Description of Problem. 4

Research Objective.. 4

Concept Map 5

Methodology. 5

Questionnaire.. 7

Hypothesis 10


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Background

Born way back in 1939, Parle-G is a good case study in volume players as it has been able toplay on the trust, relevance and affordability plank well, thus blunting every hyper activecompetition.

Brand Parle-G dominates the volume-dominated biscuit market. Even at a time whenmultinationals are beefing up their operations and trying to change the dynamics of the market,Parle-Gs numero uno position is unchallenged. Its competitors have roped in superstars likeShahrukh Khan and Sachin Tendulkar, but Parle-G has only gone from strength to strength.

Parle G is all about all-round development and owe children a lot for having built equity for the

brand all these years. At the same time, Parle also recognizes the growing threat of moreglucose brands entering its arena, especially domestic brands from ITC (Sunfeast) andHindustan Lever (Modern). Today, in spite of bigger FMCG majors such as ITC and HLL musclingtheir way into the category, Parle is not exactly on shaky ground. Besides, the category is fastexpanding and its growth in the sluggish FMCG industry has helped the company hold on to itsdominant position

It's a brand that has held its price line at Rs 4 for 25 years now. The price was last raised in 1994by 25 paise. So, it's not for nothing that Parle-G is the world's largest-selling biscuit by volumes.Parle-G is available for Rs 50 a kg. There are very few food items that are available for Rs 50-60a kg. Soaring input prices meant it opted for reducing the weight of the biscuit than increasingthe price ,first from 100 gm to 92.5 gm in January 2008, and then to 88 gm in January 2009 , inline with other biscuit-makers and FMCG players. Strict cost control at every point in its supplychain also helped. Parle entered into forward contracts with suppliers, outsourced production,increased the number of manufacturing locations to 60 and consolidated buying. At this pricepoint, price becomes more important than the weight of the biscuit.

What makes the Parle G brand tick is also that it has been positioned on the health platform (asingle pack of biscuit offers 450 calories). Its earlier punch line was Parle-G: swadh bhare, Shakti

bhare. Currently, the brand uses two punch lines. Parle-G: G for Genius and Hindustan kiTaakat.

It's also one of the few FMCG brands in the country, whose customers straddle across incomesegments. The brand is estimated to be worth over Rs 2,000 crore, and contributes more than50 per cent of the company's turnover. Last fiscal, Parle had sales of Rs 3,500 crore.


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Description of the problem

Being the largest selling glucose biscuit brand has not made Parle complacent. The Mumbai-based low-profile biscuits major believe there is still scope in the category, and that it's time itbuilt more social equity for its largest selling brand, Parle G.

Competition has, of course, been trying to wean away customers from Parle. Britanniarelaunched its Glucose-D biscuit as Tiger in 1995 and boasts of 17-18 per cent share, while ITC'sSunfeast glucose has captured 8-9 per cent, according to industry sources. Even Levers hadforayed into this segment in 2003 and launched a glucose biscuit branded as Modern, after itacquired the bakery business of Modern.

But they still have their work cut out. What would be interesting to see is whether it will be ableto retain its leadership in the coming years as income grows in the hinterlands and consumersupgrade and develop new tastes.

Research Objective

To help Parle-G find out the factors that helped them to maintain its sale in biscuit market sinceinception and to device strategies to increase the current market share sales.


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Concept Map

The above are the reasons which contribute to the sale of any biscuit.

Methodology

Survey is the systematic gathering, recording, and analysis of data about issues relating tomarketing products and services. Consumer marketing research is a form of applied sociologythat concentrates on understanding the preferences, attitudes, and behaviors of consumers ina market-based economy, and it aims to understand the effects and comparative success of marketing campaigns. Following is the list of small problems that we could have encounteredwhile conducting a survey.

Selecting Sample

There are two main components in determining whom to interview. The first is deciding whatkind of people to interview. Researchers often call this group the target population. If one


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conduct an employee attitude survey or an association membership survey, the population isobvious. For our research the population groups is huge as almost everyone eats biscuit.

The next thing to decide is how many people to interview. The larger the sample, the moreprecisely it reflects the target group. However, the rate of precision decreases with the increasein sample size.

Avoiding a Biased Sample

A biased sample will produce biased results. Totally excluding all bias is almost impossible;however, if it is recognized that bias exists than some answers can be discounted.

Survey Methods

The survey will be taken in common public places like markets, retail stores, shopping malls,bus stands, outside School College etc.

Soft copy of the survey will be sent by emails and an online copy will be kept on the Parle-Gwebsite.


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PARLE G Questionnaire

1) Name: ____________________________________________________________

2) Age:

(a) 51

3) Occupation

(a)

Student(b)

Working/ Business

(c) Housewife(d)

Others

4) Educational Qualification

(a)

Illiterate(b)

Primary Education

(c)

Undergraduate(d)

Graduate

(e)

Post Graduate

5) Income Level( Per Annum):

(a) < 1 lakh

(b) 1-2 lakh

(c) 2-3 lakh


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(d) 3-6 lakh

(e) >6 lakh

6) Of the following brand of biscuits which one would you like to buy?

(a) Parle G

(b) Britannia Tiger

(c) SunFeast Glucose

(d) Priya Gold Glucose

(e) Do not Purchase Glucose biscuits

NOTE : PLEASE ANSWER BELOW QUESTION ONLY IF YOU BUY PARLE G

7) Which pack of Parle-G do you normally buy?

(a) 50gm/ Rs 2

(b) 100gm/ Rs 4

(c)200gm/ Rs 10

(d)400gm/ Rs 20

8) From where do you Normally buy Parle G?

(a) Grocery Shop

(b) Retail Store

(c) Paan Bidi shop

(d) Shopping Mall


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9) Which factor is important for you when you buy Parle G ( 1- Most Important , 6 LeastImportant)

Factor 1 2 3 4 5 6

Price

Easy Availability

Advertisements

Packaging

Nutritional value

Taste

10) Please rate Parle G in terms of satisfaction for each factor ( 1- Low, 7 Very High)

Factor 1 2 3 4 5 6 7

Price

Easy Availability

Advertisements

Packaging

Nutritional value

Taste

11) Rate following statements ( 1 -Strongly Disagree, 5 Strongly Agree )

Factor 1 2 3 4 5

Price is the most important factor when I buy Parle G

Parle G is priced high

Packaging of Parle G is healthy and hygienic

Parle G uses high quality of raw material for biscuits

Parle G is nutritious

12) You came to know about Parle G through: (Tick the correct option)

(a) Radio

(b) Television Ads

(c) Newspaper

(d) Market and Roadside Banners

(e) Recommendation of Friends

(f)

Recommendation of Shopkeeper


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HYPOTHESIS

HYPOTHESIS: 1

H0: Age of respondent and preference for brand of biscuits are independent.

H1: Age of respondent and preference for brand of biscuits are dependent.

In above mentioned hypothesis we will try to verify that is there any relationship that existsbetween the age of respondent and their choice of biscuit brand.

In our questionnaire question 2 and question 6 ask for the information of age group and biscuitbrand preference respectively. Response of these questions can be used to check ourhypothesis. At first we can make a cross table as shown below:

Brand

Age

Parle G BritanniaTiger

SunFeastGlucose

Priya GoldGlucose

Do NotPurchaseGlucosebiscuits

51 A6 B6 C6 D6 E6

To check the interdependence of biscuit brand preference and age group we can apply Chi-Square test.


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Formula for Chi-Square test of Independence:

Where:

= Chi-Square test of Independence

= Observed value of two nominal variables for the Chi-Square test of Independence

= Expected value of two nominal variables for the Chi-Square test of Independence

If the preference for biscuit brand is independent of age group then probability for biscuitbrand preference should not be affected by age group and it should be equally likely ieprobability should be 1/5.

Degree of freedom in Chi-Square test of Independence is defined as:

DF=(r-1) (c-1)

Where

DF = Degree of freedom

r = number of rows in the Chi-Square test of Independence

c = number of columns in the Chi-Square test of Independence

Applying above formula to our hypothesis

DF = (6-1)(5-1) = 20.

Now depending on the required strength of test we can choose value for level of significance(). Generally it is taken as 0.5.

Finally obtain the p-value from chi-square table using 2 value and DF. Now if p we reject H 0.Else we accept H 0.


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HYPOTHESIS: 2

H0: Income level of respondents and preference for type of pack (Parle-G) areindependent.

H1: Income level of respondents and preference for type of pack (Parle-G) aredependent.

In our second hypothesis we will try to test the interdependence of the Income level of respondents with preference for type of pack ie Rs. 2/4/10/20 Pack. In our questionnaire wehave asked about income level and preference for type of Parle-G pack in question number 5and 7 respectively. From the information gathered we can make following table.

Type of Pack

Income Level

Rs. 2 Pack Rs. 4 Pack Rs. 10 Pack Rs. 20 Pack

< 1 lakh K1 L1 M1 N1

1-2 lakh K2 L2 M2 N2



>6 lakh K5 L5 M5 N5

To check the interdependence of type of pack preference and income level we can apply Chi-Square test.


Where:


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If the preference for type of pack is independent of income level then probability for type of pack preference should not be affected by income levels and it should be equally likely ieprobability should be 1/4.


DF=(r-1) (c-1)

Where





DF = (5-1)(4-1) = 12.




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HYPOTHESIS: 3

H0: For respondent factors important for purchasing Parle-G and Satisfaction derivedfrom it are independent.

H1: For respondent factors important for purchasing Parle-G and Satisfaction derivedfrom it are dependent.

In our third hypothesis we will try to test the interdependence of the factor of purchasing andsatisfaction derived from it. In our questionnaire we have asked about factors of importance forbuying Parle-G and factors of satisfaction in question number 9 and 10 respectively. From theinformation gathered we can make following table:

Factor of Importance

Factor of satisfaction

Price EasyAvailability

Advertisements

Packaging

Nutritionalvalue

Taste

Price U1 V1 W1 X1 Y1 Z1

Easy Availability U2 V2 W2 X2 Y2 Z2

Advertisements U3 V3 W3 X3 Y3 Z3

Packaging U4 V4 W4 X4 Y4 Z4

Nutritional value U5 V5 W5 X5 Y5 Z5

Taste U6 V6 W6 X6 Y6 Z6

To check the interdependence of factor of importance and factor of satisfaction we can applyChi-Square test.



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Where:




If the factors of satisfaction are independent of factor of importance for buying Parle-G thenprobability for factor of satisfaction should not be affected by factor of importance for buyingParle-G and it should be equally likely i.e. probability should be 1/6.


DF=(r-1) (c-1)

Where





DF = (6-1)(6-1) = 25.



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BRM Report_Group 2 _Div B