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CCONSUMERONSUMER B BEHAVIOREHAVIOR
PPROGRAMROGRAM: BBA : BBA
SSECTIONECTION: C: C
FINAL PROJECTFINAL PROJECT
LAL SHARBAT (JAM-E-SHIRIN LAL SHARBAT (JAM-E-SHIRIN VSVS ROOH AFZA) ROOH AFZA)
Submitted to:
Mr. Mobin ul Haq
Submitted by:
Nabeel Malik 083805-190
Shahbaz Ahmad 083805-204
Adeel Iqbal 083805-219
Muhammad Nasir 073605-002
DATE: 10-01-2012
Table of Contents
Contents
Executive Summary.....................................................................................................................................3
Research objectives:....................................................................................................................................4
Research Variables:.....................................................................................................................................4
Research Methodology:..............................................................................................................................4
Segmentation:.............................................................................................................................................5
Target Market:.............................................................................................................................................5
Motivation:..................................................................................................................................................5
Goal:........................................................................................................................................................5
Cognitive component:.................................................................................................................................5
Affective component:..................................................................................................................................6
Conative component:..................................................................................................................................6
Changing Attitudes:.....................................................................................................................................6
By associating with a famous personality:...................................................................................................6
By knowledge function:...............................................................................................................................6
Presenting the product features in a new light:..........................................................................................7
COMPARISON BETWEEN ROOH AFZA AND JAM-E-SHIRIN..........................................................................7
CONSUMPTION PATTREN AND BRAND PERCEPTION..............................................................................7
TASTE.......................................................................................................................................................8
PACKAGING.............................................................................................................................................9
BUYING BEHAVIOR................................................................................................................................10
HEALTHYNESS........................................................................................................................................11
CONCLUSION.............................................................................................................................................13
Ad Theme:.................................................................................................................................................13
Executive Summary
The product which we selected is Lal Sharbat in which we compare Jam-e- shirin (A product of
qarshi) with Rooh Afza (A product of hamdard.).We conducted a survey and sample size of our
survey is 50. After that we do our analysis on SPSS (Stastical programme for social sciences).In
our sample 44 are males and remaining 6 are females out of 50.We compare these two products
in term of consumption pattern, taste, price, packaging, healthiness and buying behavior.
Our analyzing we come to know that 31 people consume it with family and 10 said alone and
remaining with family and at meetings. More people like taste of jam-e- shirins compare to Lal
Sharbat. From packaging point of view people like Rooh Afza packaging much more as compare
to jam-e-shirin.and more people are interested in buying Rooh afza as compare to jam-e-shirin.
Similarly people think Rooh afza is better for health as compare to jam-e-shirin. Except taste
people think that taste of jame-shirin is good as compare to Rooh afza. . If we see overall people
like Rooh afza more as compare to jam-e-shirin.
Research objectives:The objectives of this research are:
1. Segmentation of Rooh afza
2. Target market
3. Measuring attitude of people toward Rooh afza
4. Changing attitude towards Rooh afza
5. Developing an Ad
Research Variables:Research variables in this research are:
Age
Gender
Income level
Energetic
Packaging
taste
Research Methodology: Data Type: The data type will be the primary
Data Collection Method: Data collection method is based on the questionnaires.
Measurement Methods: Data will be measured with help of SPSS software
Sampling Plan
Population: Our population for this research is all those people who love Lal
sharbat.
Sample Size: Sample size will range from 50.
Segmentation:We do segmentation on the basis of
We made segmentation on the following basis:
1. Demographic Segmentation
2. Psychographic
3. Psychological
4. Sociocultural Segmentation
5. Use-Related Segmentation
6. Use-Situation Segmentation
Target Market:Our target market is not related to specifies segment we do target mass segmentation as everyone
use this product.
Motivation:Our motivation is that by drinking lal sharbat we feel fresh and comfortable.
Goal:The basic goal is to remove thirst and feel fresh and energetic.
Attitude model:
We implement Tricomponent model.
Cognitive component:From research we find out that people have good experience of Lal sharbat and further they
like Rooh afza as compare to jam-e-shirin.
Affective component:
People are emotionally attached with this product. They are using it intergenerational.
Conative component:People have good and positive attitude toward this product because it remove their thirst.
Changing Attitudes:
The need of people is to increasing for soft drinks like lal sharbat and the reason is global
warming more and more people are moving toward drinks especially in case of pakistan where
approximately nine to ten months in a year is hot.
We use the knowledge function, associating the product with a sports personality
and presenting the product features in a new light.
By associating with a famous personality: We can associate our product with famous and well known personality like Imran khan who tell in ad
that it really give freshness and energetic.
By knowledge function:We can make the people more aware by telling that an ingredient in jam-e-shirin is much more energetic
and good as compare to its competitor.
Presenting the product features in a new light:The jam-e-shirin can be presented with new design. Ten percent more on same price telling that now with
more energetic and new ingredients to keep you cool
COMPARISON BETWEEN ROOH AFZA AND JAM-E-SHIRIN
CONSUMPTION PATTREN AND BRAND PERCEPTIONOut of 50 people 29 uses it occasionally, 3 use it daily and 2 out of 50 two times a day. When we
ask them which brand comes in your mind 33 out of 50 said Rooh Afza and only 17 said Jam-e -
shirin.31 people consume it with family and 10 said alone and remaining with family and at
meetings.
When someone says Lal Sharbat which brand comes to your mind?
Frequency Percent Valid Percent Cumulative Percent
Valid Jam-e-Shirin 17 34.0 34.0 34.0
Rooh Afza 33 66.0 66.0 100.0
Total 50 100.0 100.0
How frequently do you consume Lal Sharbat?
Count
Gender
TotalMale Female
How frequently do you consume
Lal Sharbat?
Daily 3 0 3
Two times a day 2 0 2
Occasionally 25 4 29
Other 14 2 16
Total 44 6 50
TASTE
When we ask Lal Sharbat from Jam-e- shirin has good taste.20 said they are strongly agree,20
agree,5 neutral,3 disagree and remaining 2 disagree. When we ask the taste of Rooh Afza 16
strongly agree, 18 agree, 11 neutral, 4 disagree and 1 strongly disagrees. It means more people
like taste of jam-e- shirins compare to Lal Sharbat.
Lal Sharbat from “Jam-e-Shirin” have a good taste
Frequency Percent Valid Percent Cumulative Percent
Valid Strongly Agree 20 40.0 40.0 40.0
Agree 20 40.0 40.0 80.0
Neutral 5 10.0 10.0 90.0
Disagree 3 6.0 6.0 96.0
Strongly Disagree 2 4.0 4.0 100.0
Total 50 100.0 100.0
Lal Sharbat from “Rooh Afza” have a good taste
Frequency Percent Valid Percent Cumulative Percent
Valid Strongly Agree 16 32.0 32.0 32.0
Agree 18 36.0 36.0 68.0
Neutral 11 22.0 22.0 90.0
Disagree 4 8.0 8.0 98.0
Strongly Disagree 1 2.0 2.0 100.0
Total 50 100.0 100.0
PACKAGING8 people strongly agree that jam-e- shirin is available in attractive packaging, 13 people agree, 22
are neutral, 6 disagree and only 1 strongly disagree. In case of Rooh afza10 people are strongly,
15 are agreed, 20 are neutral and 5 are disagree. In this scenario people like the packaging of
Rooh Afza more as compare to jam-e- shirin.
Jam-e-Shirin” is available in attractive packaging
Frequency Percent Valid Percent Cumulative Percent
Valid Strongly Agree 8 16.0 16.0 16.0
Agree 13 26.0 26.0 42.0
Neutral 22 44.0 44.0 86.0
Disagree 6 12.0 12.0 98.0
Strongly Disagree 1 2.0 2.0 100.0
Total 50 100.0 100.0
Rooh Afza” available in attractive packaging
Frequency Percent Valid Percent Cumulative Percent
Valid Strongly Agree 10 20.0 20.0 20.0
Agree 15 30.0 30.0 50.0
Neutral 20 40.0 40.0 90.0
Disagree 5 10.0 10.0 100.0
Total 50 100.0 100.0
BUYING BEHAVIOR
When we ask will you buy Jam-e- Shirin in future 27 said yes and 23 said no. In case of Rooh
Afza 29 said yes and 21 said no. It means people are more interested in buying Rooh Afza as
compare to Jam-e- shirin.
How frequently do you consume Lal Sharbat?
Count
Gender
TotalMale Female
How frequently do you consume
Lal Sharbat?
Daily 3 0 3
Two times a day 2 0 2
Occasionally 25 4 29
Other 14 2 16
Total 44 6 50
When buying Lal Sharbat which of the following aspects do you consider
most? * Your Marital Status Crosstabulation
Count
Your Marital Status
TotalSingle Married
When buying Lal Sharbat which
of the following aspects do you
consider most?
Price 2 0 2
Brand 12 0 12
Taste 30 2 32
Packaging 2 0 2
Other 2 0 2
Total 48 2 50
HEALTHINESS
In term of healthiness 9 are strongly agree, 15 agree, 15 neutral, 8 disagree and 3 strongly
disagree. In case of Rooh Afza 11 are strongly agree, 16 agree, 18 are neutral, 4 disagree and
only one strongly disagree. It means people think Rooh Afza is healthier as compare to jam-e-
shirin.
When buying Lal Sharbat which of the following aspects do you consider
most?
Count
Your Marital Status
TotalSingle Married
When buying Lal Sharbat which
of the following aspects do you
consider most?
Price 2 0 2
Brand 12 0 12
Taste 30 2 32
Packaging 2 0 2
Other 2 0 2
Total 48 2 50
When buying Lal Sharbat which of the following aspects do you consider
most? * Your Marital Status Crosstabulation
Count
Your Marital Status
TotalSingle Married
When buying Lal Sharbat which
of the following aspects do you
consider most?
Price 2 0 2
Brand 12 0 12
Taste 30 2 32
Packaging 2 0 2
Other 2 0 2
Total 48 2 50
CONCLUSION
More people like taste of jam-e- shirins compare to Lal Sharbat. From packaging point of view
people like Rooh Afza packaging much more as compare to jam-e-shirin.and more people are
interested in buying Rooh afza as compare to jam-e-shirin. Similarly people think Rooh afza is
better for health as compare to jam-e-shirin. Except taste people think that taste of jame-shirin is
good as compare to Rooh afza. . If we see overall people like Rooh afza more as compare to jam-
e-shirin. People are more interested in Rooh Afza as compare to jam-e-shirin.
Ad Theme:
We take Imran khan as celebrity who tells people that it is good and tasty and good for health.
By telling that there are new features. By adopting strategies which we tell above in changing
attitude model we can change the perception of people about jam-e-shirin.by giving them
attractive packaging and new design. By giving new variety and low price or giving some extra.
By giving promotional gifts.
