Consumers Attitude

8/8/2019 Consumers Attitude

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Consumers Attitude

Towards Choosing Jams/Jellies/Marmalades


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PROBLEM Consumers attitude about choosing Jams,Jellies and Marmalade.

OBJECTIVE The research conducted was exploratory.

DESIGN Survey - close ended questionnaire

SampleSize 50 consumers.

Area Millenium Mall (10), Dolman Mall (10),

Forum Mall (10), Saddar (10), I. I.

Chundrigar Road (5) and Korangi (5).

Overview


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Consumers attitude about choosing Jams, Jellies andMarmalade particularly towards local brands.

Focused on local Pakistani brands only.

Brands available in the market:

1. i. Mitchells

2. ii. National

3. iii Ahmed4. iv Salman

5. v Shezan

6.

Introduction


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AGE GROUP

12 %

34 %54 %

< 18

18-30

31 & above

Analysis & Interpretation

54% : 31 and above

34% :18-30

12% : < 18 years old.


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96% : Yes

4% : No.

CONSUMPTION OF JAM /

JELLIES / MARMALADE

96%

4%

Yes

No


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54% : Prefer jams

22% : Prefer jellies

24% : Prefer marmalades.

PREFERENCE

22%

24%

54%

JamJell

Marmalade


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62% : itchells

12% : National

8% : Shezan

6% : Ahmed, Salman & foreign brands each

CHOICE OF BRAND

12%

6%

6%

8%

6%

6

2%

itchells

National

Ahmed

Salman

Shehzan

Other


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76% : Brand loyal

24% : Would rather buy another brand next

time they go grocery shopping.

BRAND LOYAL

24%

76%

Yes

o


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82% : Believed their brand was reliable.

18% : Did not.

RELIABILITY OF BRAND

18%

82%

es

o


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34% : ixed fruit

18% : Strawberry

16% : range for marmalades

8% : ango

4% : Plum

20% : ther flavours like apple, lemon etc.

VARIANT / FLAVOUR

34%

8%4%

16%

20%

18%

ixedFruit

ango

Strawberry

Plum

range

ther


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WHY THIS BRAND?

14%

0%

56%

14%

10% 6%

Price

Packaging

Quality

Brand Name

Flavour

Variety

56% : Quality.

14% : Price or Brand Name

respectively.

10% : Flavour offered

6% : Variety

In the survey no one thought packaging

played a role but I beg to differ.


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WILLINGNESS TO TRY NEWPRODUCT

48%

46%

6%

Yes

No

Maybe

48% :Wouldtry out a newproduct.

46% :Wouldno t.

6% :We re uncerta inwhe therthey would orno t.


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USAGE

50%

14%

18%

18% Everyday

Weekly

Monthly

Occasionally

50% : Consumejam/jelly/marmalade everyday14% : Consume it weekly

18% :Divided between consuming

jam/jelly/marmalade eithermonthly or

occasionally.


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SATISFACTION

86%

14%

Yes

No

86% : Satis fied.

14% : Dissatis fied.


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KNOWLEDGE OF DIET JAMS

54%

46% Yes

No

5 4% : Knew about die t jams .

4 6% : Did no t know.


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WILLINGNESS TO TRY DIET JAMS

38%

62%

Yes

No

38% : Willing to try out the die t jams .

62% : Chose no t to .


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People avoided filling the survey.

People were hesitant in giving private information.

Consumers were curious about what I will do with

the information.

iddle-aged men were more cooperative than

women of any age.

People kept confusing me for a sales girl, despite

clarification.

Dealing with consumers can be a challenging

experience.

Limitations


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Brands must continue to maintain their quality.

Try to reduce the prices.

Diseases like bird flu, are an opportunity for

manufacturers to attract consumers.

anufacturers must pay special attention to thehygiene factor involved in the processing of these

items.

Recommendations


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Consumers have a very positive attitude when itcame to the consumption of jam, jelly or marmalade.

ost people dont really know the difference betweenjam, jelly or marmalade.

They choose randomly without realising what they arebuying.

ost people were confused between marmalade andmargarine, believing that its one and the same.

Despite the problems occurred during data collectionit was worth the knowledge I gained from this

experience

Conclusion


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Documents

Consumers Attitude