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1
Marketing plan for
Sasa Sea Salt in the Form of Tablets
2003 AC
A Study Presented
To
Her Excellency Dr. Naema Boquary
2
Table of Contents
Topic Page No.
Introduction 2
Abstract 5
Situation Analysis 5
Hypotheses 7
Sales 7
Strategic Markets 9
Main Products 9
Main Sale Areas 11
Objectives of Marketing 11
Programs
Sale Promotion 12
Budget and Profit and Loss Account 18
Appendices 26
Introduction:
With modern developments accelerated in everything, diseases increased and evolved and it
became necessary to search for healthy alternatives for food products that are considered
the leading cause of these serious diseases. One of these products is "salt". In spite of
being essential to good health and a key component of human blood where there should be
salt in body cells so that they can function properly, some studies have shown that excess
salt or other sodium compounds in man’s food can lead to many diseases, notably high
blood pressure. Therefore, this study will tackle a new product made of pure sea salt as an
alternative to refined salt and will be introduced to the Saudi market through the oldest salt
factories in the Kingdom of Saudi Arabia under the name of "Sasa Sea Salt". It is a natural
product free of industrial and coloring materials and other additions. The Saudi salt
refining factory was chosen because it is one of the pioneering and leading factories in the
production of natural salt that is subject to Saudi Arabia and World specifications and
3
standards. This will form consumers’ new look to national healthy products as they have
surpassed the quality of global commodities and the ability to compete with them.
The Difference between Refined Salt and Natural Sea Salt:
• Refined Salt: It is composed of 99.9% sodium chloride and 0.1% iodine potassium or
calcium supplemented with iodine to promote the lack of iodine in this type of salt and the
like. In reality, this is just to replenish this material in the refined salt. Furthermore, sugar
or ammonium moonstone is added to maintain the flow of the salt and prevent lumping. It
is known that this material is harmful to health.
• The Sea Salt: It is composed of% 95.0 of sodium chloride and 5% other metals, including
manganese, calcium, phosphorus and iodine (from its natural source), in addition to more
than 70 other metallic elements.
Reason for Choosing Sasa Company:
• Saudi Factory for Refining Salt was selected because it is one of the pioneering factories
in the production of natural salt that is subject to Saudi and international specifications and
standards. This will form consumers’ new look to national healthy products as they have
surpassed the quality of global commodities and the ability to compete with them.
• It is a leading Saudi company in its field of manufacture, with a good reputation and a
well-known brand, and very popular to consumers. Additionally, it managed to win the
trust of customers through quality products and reasonable prices that are affordable by
everyone. It possesses the largest market share in the salt industry, more than 50% of the
market. It also has its own Salinas, and is considered the largest supplier to other
companies that pack up salt and is the first resource for wholesalers.
Alternative Products:
Product Image Product
Name
Description Price Packet
Size
Places of
Availability
Make
4
American
Parks
Refined-
twice Salt
.2.2
Riyal
737
grams
Groceries,
small and
large
supermarkets
and
wholesale
stores
USA
Freshly Pure salt .2.2
Riyal 737 grams
Groceries,
small and
large
supermarkets
and
wholesale
stores
USA
Panda Salt 52.2
Riyal 700 grams
Large
supermarket
(Panda)
Saudi
Arabia
Risa Salt with
iodine
5
Riyal 700 grams
Large
supermarket
(Panda)
Saudi
Arabia
5
Abstract:
We will address in this study a new product in the Saudi market. It is a national natural
product free of industrial and coloring materials and other additives. The product is called
Sasa sea salt produced by Saudi Refining Salt Factory. It is one of the leading factories in
the production of natural salt that is subject to Saudi Arabia and the World specifications
and standards, which will form customers’ new look to national healthy products as they
surpassed the quality of global commodities and are able to compete them.
Salt market is characterized by its continuous boom and high sales owing to consumers’ the
fact that demand of all classes as one of the core products in each home.
Annual Objectives:
Annual objectives vary from one department to another, for example:
• Annual Objectives for Sales and Marketing: increasing market share by 1.5%.
• Annual Objectives for Human Resources Department: raising the Saudization ratio
- providing specialized training courses for the company's departments according to
the needs of each.
• Annual Objectives for the Production Department: achieving the required yearly
rate of production - maintaining the level of quality of the products.
Analysis of the situation:
First: Hypotheses:
• high literacy rate and low illiteracy leading to increased health awareness for the
use of healthy products.
• The price of the product is close to that of the refined salt products. Therefore
people want it.
1 - Economic Powers:
There is a decrease in inflation rates as follows:
.005 .00.
6
9.9% 5%
1. Demographic and Cultural Forces:
Population:
Population growth rate: (2010 estimation) 1.759%
-
-
-
-
-
- Age structure:
2003 AC Age structure
38% 0-14
59.5% 15-64
وما فوق 52 Above 65
2.5%
- Cultural factors:
Area Type:
Urban (%) 2.%
Rural (%)
Rate of urbanization: Annual rate of change is 2.5% (1998-2003 estimations)
7
Education expenditures: 6.8% of GDP (1997)
Elimination Illiteracy It means the ratio of those know how to read and write among whose ages are over 15 years old
Females
Males Total
Population
7222 ٪ 2.27 ٪ 7222 ٪
- Political factors:
Saudi authorities impose restrictions on licensing new salt refineries in Saudi Arabia, which
have a positive impact on the company Sasa by reducing the entry of new competitors.
Second: Sales:
- Current sales:
Demand on the product/service
Describing demand on
the service
Current demand on the company's products witnesses an increase
(1999-2002), as in the following table
Sales 1999 2000 2001 2002
Sales witness
an increase
+8% +9.5% +11% +13%
8
- Expected Sales:
-
Description of demand on the
service
Expected demand
Based on previous data, average increase in the
number of newcomers for years (1999-2002)
And considering the expected newcomers
number will increase by 13.5% during the years
(2003-2006), the number of expected
newcomers by the ratio of 10-11% as shown
the table
Sales 1999 2000 2001 2002
Increasing %2 + %522+ %55+ %53
Sale growth rate = 18%
Sales Growth Rate = 18%
9
Third: strategic markets:
Company’s Products:
Refined pure salt, iodized salt, table refined salt, salt used in food industries, industrial salt
used for chemical industries, salt tablets used for water treatment, and industrial salt used in
drilling oil wells.
Fourth: Main products:
Production of Sasa Table Salt
A Statement of Types of Salt Products (Sasa Brand)
Uses Packaging Description
Suitable for cooking and is placed
on table to get the desired taste
In plastic packets of 750 grams
each × 24 packets in each carton
Sasa refined table iodized
salt
Specification No.
SASA1-Z.T
Used for cooking in hotels,
restaurants, bakeries, and food-
production factories
In plastic packets of 1 KG each ×
18 packets in each carton
Sasa refined table iodized
salt
Specification No.
SASA/3-Z.R.E
Used in feeding poultry and
animals, manufacturing soaps and
cosmetics
Plastic bag of net weight 50 KG Sasa refined industrial salt
Specification No.
SASA/4-R.I
Used for drilling oil wells for oil
exploration companies
Plastic bag of net weight 50 KG
Or bag of net weight 1 ton
Industrial refined Sasa salt
for oil well drilling,
Packet No. SASA/5-R.I.D
Used for treating water (to
prevent water hardness
Plastic bag of net weight 50 KG
Or bag of net weight 1 ton
Industrial refined Sasa salt,
specification No.
SASA/6-R.I.C
11
Used for food industries Plastic bags, net weight of each is
50 KG
Industrial good Refined
Sasa salt
Specification No.
SASA/7-R.F.I
Used for manufacturing cans and
tanning
Plastic bags, net weight of each is
50 KG
Raw not washed salt,
specification No.
SASA/8-C.U /C.U
Boston Matrix Analysis for Sasa Products
Sasa products It is at the stage of milking cow
Possesses a high market share and low growth rate in the industry
ملح ساسا
11
Fifth: Main Sale Areas:
All regions of the Kingdom, in all large and small groceries, supermarkets, and hypermarkets.
Target group of the marketing campaign for sea salt:
All society categories of the population in the city of Jeddah.
The research has included several nationalities and various social classes.
Why this category was selected?
All society categories were selected because salt is a necessary commodity needed by all segments
of society and because health is of interest to everyone without exception. Therefore, the plan
included all classes of society.
Weaknesses of the target group that affect its motives and needs to buy our product:
- Health: As we are keen to preserve the health of the community, we produce all that keeps them in
good health, such as sea salt.
- Curiosity for what’s new: We shall positively impress them because our product is new with
unique features that will grab their attention and satisfy their curiosity.
- Price: Since our price is reasonable and affordable to all, it would have a positive impact on the
consumer.
Marketing Objectives:
- The goal of introducing, defining, and creating awareness of the product to the target segment and
enticing it to buy the product.
- Creating loyalty towards the product through direct consumer ads in a way that creates curiosity to
learn everything new about this product.
- Increasing profits and gaining a leading position in the market.
- Assuring the quality of local products and their ability to compete with foreign products.
- The company's desire to launch a healthy product for the consumer.
Marketing strategies:
Product strategies: coarse salt will be produced in a modern and sophisticated method that fits the
era of speed and technology, and also in a more healthy way.
12
There are several forms of the product: Several initial assumptions about the shape of the product
have been proposed, preferences were weighted through the questionnaire that was handed to the
target group, and options were as follows:
Size Packet Product
Small: 250 grams Plastic Capsules
Medium: 750 grams Glass
bottle
Tablets
Large: larger than 750
grams
Cardboard Normal
The questionnaire reveals that tablets, plastic packets, and middle size were selected.
Pricing strategies:
The company will adopt a strategy based on reducing the price of the product to prevent the
entry of competitors into the market, while covering the costs by the profits of other
products of the same company.
It can also adopt the strategy of penetrating the market by setting low prices for the
products and keep them low in an attempt to penetrate the market, ensure the wide
distribution, and gain consumer’s acceptance.
Usual Pricing: Marketers of some low-priced commodities, such as vegetables and staple
foods, face stiff resistance to any slight increase in prices. In such a case, they adopt a
general strategy to keep the unit price unchanged while reducing its size.
Objectives of Different Types of Pricing Strategies:
• Gaining the largest share of the market.
• Maximizing profit.
• Increasing sales’ revenues.
• Achieving a rate of return on investment.
• Supporting the company’s competitive position.
• Using pricing to support promotional efforts.
13
Promotional Strategies:
• Offering free sample of the product with one of the company's products.
• Or distributing it free.
• Providing commercials and different advertisements through all audio-visual and print
means.
• Create promotional samples that allow people to try and know the product.
Promotional Means:
Use ads in visual means such as TV and electronic screens at roads and supermarkets,
advertising in newspapers and magazines as print means, the use of audio such as radio
stations that have a large segment of audiences, the use of brochures and posters that help
sticking products in minds, and finally send e-mails as the cheapest means of advertising.
Distribution Strategies:
It is displayed for sale at wholesale stores and small retail shops that are heavily frequented
by people who are loyal to their products in order to be accessible to everyone. It can also
be sold at supermarkets such as Panda - Carrefour. Finally, it is also available at small
groceries as it is a consumer product that is essential for everyday use.
Promotional Plan:
• As there are multiple kinds of people in terms of education, gender, and age, we design a
promotional plan that suits the differences in age, interests, and educational and cultural
levels of the target group, and we are working to attract them based on their interests.
TV Ad: (Included in the enclosed CD)
The idea is based on a female doctor educates consumers about the benefits of sea salt
under the slogan "Live healthy .. Live comfortable.. Live happy .. Live Sasa" where “live
Sasa” represents the advertising message of the product.
Target group: Educated, well cultured, and those interested in health affairs.
Timetable Plan:
14
15
Budget and Profit and Loss Account
A project with actual production capacity of 25,000 tons per annum (sea pure salt)
Fixed Assets
700,000 SR Buildings
3,000,000 SR Equipment and Machinery
500,000 SR Appliances
400,000 SR Vehicles
100,000 SR Furniture
Current Assets
111,200 SR Cash
Operating Expenses
145,000 SR Raw Materials
100,000 SR Rents
625,000 SR Salaries and Wages
General Expenses
15,000 General Expenses: Water, electricity, fuel for
equipment and machines, and telephones
1,162,200 SR Marketing Expenditures
700,000 SR Establishment expenses 5 months before starting
production
8,765,400 SR Project Total Capital Costs
Appendices:
1. Senior Customers.
2. Analysis of the Industry Sector.
3. SWOT Analysis
4. Competitor Analysis
16
5. Questionnaire
6. Analysis of the Questionnaire’s Findings
7. Some Statistics
Appendices
Senior Customers:
The most important strategic customers:
End Consumers:
Industrial Consumers:
The most important customers
are wholsalers
Ahmed Mazfar
Institution
Saqr El Sharq
Institution
Omar Baraheem Institution
Basamad Al Amoudy Institution
Hayas Al Zahran
Institution Abu Bakr Bin Afeef
Institution
Mohamed Bin Afeef
Institution
Al Tweegry Institution
17
Boston matrix analysis for Sasa products:
a high market share and low growth rate in the industry
The most Important Industsrial Customers
Quody Food Co.
Louzine Co.
Aramco Co.
Halwany Co.
Luna Co.
Al Bey Co.
Saudi Food Co.
Mohamed Institution/ Minehill Co.
ملح ساسا
18
Analysis of the competitive situation:
Porter’s Five-Competition Forces Model
1. Competition between vendors in the industry.
2. The entry of new competitors.
3. The threat of alternative products.
4. The threat of buyers.
5. The threat of suppliers.
ششكاخ خذذج: قذ صعة دخول مصاوع خذذج ف انسعودح
نتكشش انمهح
New companies: It may be difficult for new
salt-refining factories to enter Saudi Arabia
انمشتشه: تشتفع انقوج انتساومح نهمشتشه عىذما تمثم
ثال مشتشاخ انعمم وسثح كثشج مه حدم اعمال انثائع )م
Buyers: Buyers’ bargaining power increases
when customer’s purchases represent a large
19
proportion of seller’s business volume (for حدم مشتشاخ انششكاخ انغزائح(
example, food companies’ purchase volume)
Stakeholders أصحاب انمصانح
Alternative products : انمىتداخ انثذهح
انقوج انتساومح نهموسده: تعتثش انمواد األونح :نموسدها
انت تستوسد مه انموسد راخ خودج عان وسعش مىاسة
Suppliers’ Bargaining Power: The raw
materials are imported from the supplier at
high quality and reasonable price
وخذ تقاسب كثش مه حث اندودج واالسعاس تىافس حث
ش خذا ته انمىتداخ انمعشوضوالوخذ تماز كث
Competition: Due to the substantial
convergence in terms of quality and prices
while there is no significant differentiation
between offered products
انمىافس ته ششكاخ انمهح :نصىاعحانحان انتىافسح ف ا
انمتواخذي
Competition Condition in the industry:
Competition among existing salt companies
21
SWOT Analysis
Strengths Weaknesses
• 100% natural product.
• A local product.
• A reasonable price.
• Free of industrial materials.
• Available in different sizes.
• Appropriate package.
• Attractive.
• Used with all meals and food types.
• Available in all stores and large and small
centers.
• Used in homes, restaurants, factories, and
catering companies.
• A new and unfamiliar product, Which
may contribute to people's reluctance to try
unfamiliar products.
• A particular category may accept and
demand it.
Opportunities Threats
• Enjoying a good reputation led to an
increase in customers (industrial
consumers and end-consumers)
• Government's commitment to keep a
commercial environment that provides
companies with opportunities for business
growth and profit.
• An increase in the rate of growth on the
demand for food products, thus increasing
demand for food companies on salt
• High rate of population increase, thus
• A rapidly changing environment.
• It is difficult to change people's
allegiance toward old and existing
products in the market for some time.
• Increased competition.
• increased number of foreign investors.
• Rising prices of machinery and
equipment.
• Strategic alliances in competing
companies
• Rumors on websites (such as questioning
21
increasing the number of consumers.
• High educational level, leading to buying
healthy products.
• Government support through policies
that make it difficult to deal with licenses
to build salt factories.
• The abundance of natural materials.
the level of quality - canards, etc.)
22
Questionnaire:
انخشوج مه زا االستثان
استثان حول مىتح مهح ساسا انثحش انىق عهي شكم اقشاص
1. Questionnaire about a new product - pure sea salt Sasa in the form of tablets ...
Dear reader / dear reader:
The researcher prepares a study as a prerequisite for a management and marketing
subject. The study is interested in learning the views of consumers in Saudi Arabia
about a new product "pure sea salt Sasa in the form of tablets."
The idea stems from the fact that due to modern accelerated developments in
everything, diseases increased and evolved and it became necessary to search for
healthy alternatives for food products that are considered the main cause of these
serious diseases. One of these products is "salt". In spite of being essential to good
health and a key component of human blood where it should be in body cells so that
they can perform their functions properly, some studies have shown that excess salt
or other sodium compounds in human food can lead to many diseases, notably high
blood pressure.
It honors me if you please contribute to this study through completing the attached
questionnaire as soon as possible. No doubt that your contribution in this research
is greatly valuable to the research and appreciated by the researcher. Your
responses represent one of the fundamental pillars of the research and its findings.
Please be sure that all data will be treated confidentially and will only be used for
the purpose of scientific research.
23
Thank you for your constructive cooperation.
The Researcher,
First: Personal Data
5.
Sex: *
Male Female
2. Age: *
20 or younger
21-30
31-40
41-50
51 or older
3.
Educational Level: *
literacy high school or less BSC/BA post-graduate
..
Income Level: *
less than 3000 SR
3000-less than 6000 SR
6000-less than 10000 SR
24
10000-less than 15000 SR
more than 15000 SR
52
Number of Family Members: *
2-5 6-10 more than 10
Second: Questionnaire Questions
5.
Do you know that there are several types of salt?
For example: Refined sale, sea pure salt, saltpeter *
Yes No
7.
Is the type you want available at Saudi market? *
Yes No
2.
What are they types you would like to see available in Saudi market? *
refined salt sea pure salt mountain saltpeter salt w/flavors, eg cumin/thyme
5.
What are your knowledge sources about the importance and benefits of sea pure salt? *
25
friend TV internet others, pls list
50.
Are you convinced with the necessity of the availability of sea pure salt abundantly in
market as an alternative to refined salt? *
Yes No
55.
What’s your favorite packet size? *
small, i.e. less than 200 grams
medium, i.e. 750 grams
large, i.e. more than 750 grams
others, please list
12.
When you buy sale, would you like to buy: *
one packet a time more than one packet a time carton contains several packets
53.
How do you like the shape of salt would be? *
regular tablets cubes capsules other, please list
5..
26
What’s your favorite shape of packaging? *
Plastic Packet Bag Cardboard Packet Bottle Others: Please list
52.
When you eat salt, what’s the flavor you like to see available? *
Regular salt with cumin with thyme with black pepper w/dried lemon
Others:
Please list
55.
Which of the following products you prefer? *
Sas Zad American Gardens Freshly others, please list
57.
If you see a new type for the first time, would you like to buy and experiment it? *
Yes No
58.
When you go to salt corner at the supermarket you’ll find multiple salt products. What
attracts you always to prefer a certain type? *
packet shape packet color packet price offers & gifts flavor
27
19.
What’s the most important thing you like to always know about the product before buying
it? *
exterior shape health benefits price available sizes available flavors
others, please list
.0.
What reminds you always with your favorite product? *
product message character in ad ad music exterior shape others please
list
.5.
Where do you prefer to see the ads? *
magazines newspapers radio TV road signboard
...
What’s your favorite TV channel you prefer to have the ads on it? *
mbc1 Arabia Al Jazzera Al Magd Iqraa Others Please list
.3.
If sea pure salt is offered for a “little higher” price than the refined salt, would this affect
your decision?
28
Yes No
Logistic regression is interested in studying the impact of the independent variable, namely
income level, on the dependent variable, namely increase the price of the packet. We chose
logistic regression because the dependent variable is binary division (yes or no). Findings
were as follows:
Analyzing the results of the questionnaire
- Studying the impact of the variable income level on the variable increase the price of the
package using binary logistic regression
Variables in the Equation
B S.E. Wald Df Sig. Exp(B)
Step 1a
Income
level
-1.139- .233 23.873 1 000. .320
Constant 3.484 .706 24.365 1 .000 32.577
a. Variable(s) entered on step 1: income level.
It is clear that the significance level of income level variable is less than 0.05. Therefore
the level of income significantly affects on the variable of increasing the price of the
package. We can conclude from the graphic that the decision of those whose income is less
than 3,000 SR and those whose income is less than 6,000 is significantly affected by the
increase of the price.
Those whose decision is not significantly affected by increasing the price are those whose
income ranges between 6,000 SR and 10,000 SR, those whose income exceeds 10,000 SR,
and those whose income is more than 150,000 SR.
Therefore, we conclude that the less income the more negatively consumer’s decision to
buy the product (sea salt) affected in the case of increasing the price, and vice versa.
29
Note: You may note that those whose income is more than 15,000 are more influenced by
the price increase than those whose income ranges between 10,000 and 15,000. This is due
to the selected sample.
Income Level:
Blue: Less than 3,000 SR
Green: 3,000 – 6,000 SR
Paige: 6,000 – 10,000 SR
Purple: 10,000 – 15,000 SR
Yellow: More than 15,000 SR
2. Study the impact of the variable educational level on the variable knowing the
importance of sea salt using binary logistic regression: Logistic regression is interested in
studying the effect of the independent variable, namely the educational level, on the
How far price increase affects
buying decision
31
dependent variable, namely the importance of sea salt. We chose logistic regression
because the dependent variable is binary division (yes or no) and output was as follows:
It is evident that the significance level of the variable educational level is less than 0.05.
Therefore, educational level has a significant impact on the importance of knowing the
variable sea salt. Following are the findings we can conclude from the graphic:
Variables in the Equation
B S.E. Wald Df Sig. Exp(B)
Step 1a
مستوى
انتعهم
-1.569- .425 13.618 1 .000 .208
Constant 5.610 1.334 17.687 1 .000 273.057
a2 Variable(s) entered on step 1: Level of
education
Therefore, we conclude that the lower the level of education the lower level of consumer’s
knowledge of the importance of sea salt. This adversely affects his desire to buy the
product (sea salt), and vice versa. The higher the educational level the higher consumer’s
awareness and knowledge of the importance of the importance of sea salt.
Note: We may note that those with post-graduate studies are less knowledgeable of the
importance of sea salt. This is due to the selected sample. (Small sample size of
respondents with Graduate Studies)
Education Level:
Blue: literate
Green: high school or less
Paige: BSC/BA
Purple: post-graduate studies
31
3. The study of the relationship between the variable of family size and the variable size of
the package: We used Spearman correlation coefficient and the results were as follows:
It is evident that the significance level for the variable family size is less than 0.05 so there
is significant correlation between the two variables, i.e. the variable family size
significantly affects on the variable package size.
Therefore, we conclude that the larger family size the more demand on large-size packets.
Correlations
Family
Size
Packet
Size
Spearman
's rho
Correlation Coefficient 1.000 .261
Sig. (2-tailed) . .011
N 93 93
32
Packet size: Family Size
Blue: Small, less than 200 grams Blue: 2-5
Green: Medium, 750 grams Green: 6-10
Paige: Larger than 750 grams Paige: 10 or more
Purple: Other
5. The study of the relationship between the variable of level of education and the variable
of the importance of knowing information about the product before buying it, such as (price
- healthy benefits – exterior shape - available sizes and flavors).
We used Chi-square test coefficient and results were as follows:
Chi-Square Tests
Value Df
Asymp. Sig.
(2-sided)
Pearson Chi-Square 58.764a 12 .000
Likelihood Ratio 58.585 12 .000
Linear-by-Linear
Association
2.831 1 .092
N of Valid Cases 93
33
Chi-Square Tests
Value Df
Asymp. Sig.
(2-sided)
Pearson Chi-Square 58.764a 12 .000
Likelihood Ratio 58.585 12 .000
Linear-by-Linear
Association
2.831 1 .092
N of Valid Cases 93
a. 15 cells (75.0%) have expected count less than 5. The
minimum expected count is .35.
It is evident that the significance value is less than 0.05, thus there is significant correlation
between the two variables.
It is clear that the level of significance of the “education” variable is less than 0.05.
Consequently, there is a significant correlation between the two variables; i.e. the variable
of level of education significantly has an impact on the variable of the importance of
knowing product information.
We can conclude that the higher the level of education the more importance of knowledge
and consumer access to information about the product before buying, and vice versa.
Interest in buying: Level of education:
Blue: exterior shape Blue: literate
Green: health benefits Green: high school or less
Paige: price Paige: BSC/BA
Purple: available sizes Purple: post-graduate studies
Yellow: available flavors
34
6. To study the relationship between the two variables of age and place of advertising, we
used Kai-independence test because one of the variables is normative qualitative. Output
was as follows:
It is clear that the significance value is less than 0.05, thus there is a significant correlation
between the two variables.
It is evident that the level of significance for age variable is less than 0.05. Consequently,
there is a significant correlation between the two variables, i.e. the variable of age has a
significant impact on the variable and place of the advertising.
Chi-Square Tests
Value df
Asymp. Sig.
(2-sided)
Pearson Chi-Square 82.276a 16 .000
Likelihood Ratio 89.735 16 .000
Linear-by-Linear
Association
2.536 1 .111
N of Valid Cases 92
35
Chi-Square Tests
Value df
Asymp. Sig.
(2-sided)
Pearson Chi-Square 82.276a 16 .000
Likelihood Ratio 89.735 16 .000
Linear-by-Linear
Association
2.536 1 .111
N of Valid Cases 92
a. 22 cells (88.0%) have expected count less than 5. The
minimum expected count is 1.20.
We conclude that the younger the more preferring ads in TV, then road boards, newspapers,
and finally magazines. The older the more preferring TV then radio ads.
Preferred places for ads: Age:
Blue: magazines Blue: 20 or younger
Green: Newspapers Green: 21-30 years old
Paige: Radio Paige: 31-40 years old
Purple: TV Purple: 41-50 years old
Yellow: Road boards Yellow: 51 or older
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