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INSTITUTE OF BUSINESS MANAGEMENT
DIFFERENCES IN PERCEPTION OF CUSTOMERS
BELONGING TO DIFFERENT LOCALITIES
REGARDING CONSUMPTION OF NUTRITIONALSUPPLEMENTS, SPECIFIALLY PEDIASURE.
Methods in Business Research
Muhammad Bilal Arif
UmmeSahar
AnumIqbal
Ahetezaz Halo
FaizMehmood12/10/2012
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ContentsAcknowledgment .......................................................................................................................................... 3
Abstract ......................................................................................................................................................... 4
Introduction .................................................................................................................................................. 5
Statement of Problem ................................................................................................................................... 6
Significance of Problem/ Purpose ................................................................................................................. 6
Statement of Hypothesis .............................................................................................................................. 6
Limitations .................................................................................................................................................... 6
Literature Review .......................................................................................................................................... 7
In order to write this literature review we had to take out journals and articles from a lot of areas the
reason being that there are almost no similar researches done considering this topic. Even if researches
are done they tend to cater to the perceptions of westerners or people which are not belonging to the
Pakistani society. In order to conduct and use whatever information we could get there were 3 pieces of
materials used to conduct this review. The researches that we have found are concerning similar
products that is why we have used these. Each of these researches has been combined with our
research and then we have written down the Literature review. If we go along well see what is the
motive of our research and what do we want.............................................................................................. 7
Design of study ............................................................................................................................................ 10
I. Problem Definition and Hypothesis Formulation ........................................................................... 10
II. Gathering Data ................................................................................................................................ 11
III. Sources of Data ........................................................................................................................... 18
IV. Research Instrument ................................................................................................................... 18
SUMMARY AND CONCLUSIONS .................................................................................................................. 20
RESTATEMENT OF PROBLEM .................................................................................................................. 20
DESCRIPTION OF PROCEDURES............................................................................................................... 20
MAJOR FINDINGS .................................................................................................................................... 21
RECOMMENDATIONS ............................................................................................................................. 21
BIBLIOGRAPHY ............................................................................................................................................ 23
APPENDIX .................................................................................................................................................... 24
Abbott Nutrition...................................................................................................................................... 24
Questionnaire ......................................................................................................................................... 24
Product Comparison ................................................................................................................................. 1
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Acknowledgment
We would first like to thank the Almighty Allah for giving us the strength and endowing us with the
privilege of completing term report on the DIFFERENCES IN PERCEPTION OF CUSTOMERS BELONGING
TO DIFFERENT LOCALITIES REGARDINGCONSUMPTION OF NUTRITIONAL SUPPLEMENTS, SPECIFIALLY
PEDIASURE.
We are also extremely thankful to our mentor and guide Ms. KausarSaeed for her constant support,
encouragement and guidance, without which we could not have successfully completed the task.
Secondly, we would like to thank our respondents for their precious time and energy spent in
completing our Questionnaires.
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AbstractAbbott being a very large pharmaceutical company is not only trustworthy but excels in the
pharmaceutical industry. Its aim is to provide quality and high class products in the market so that
people can benefit from it. The report that we are planning to write is about the perceptions ofcustomers regarding consumption of Nutritional Supplements and factors that the customer considers
while buying different medicines/nutritional products in different localities.Our main aim was to figure
out the basic reasons in sluggish growth in sales of Abbott. The issue is actually significant at the
moment because the Sales data of different territories over the past few years indicate a negative trend
in a few areas but approximately constant in others. One reason for this difference could have been
different perceptions that people are likely to hold in these different areas, therefore we decided to
find out whether perceptional differences are the reason behind the negative trend and what are the
possible solutions to the problem. We did manage to collect sufficient data through questionnaires from
the mothers of children who were the eligible consumers of the product, and then we analyzed the data
using SPSS. We were able to reach a seemingly valid analysis.
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Introduction
Abbott a global, broad-based health care company devoted to discovering new medicines, new
technologies and new ways to manage health. Their products span the continuum of care, from
nutritional products and laboratory diagnostics through medical devices and pharmaceutical therapies.Their comprehensive line of products encircles life itself addressing important health needs from
infancy to the golden years.
With over 70,000 employees worldwide and a global presence in more than 130 countries, Abbott is
committed to improving people's lives by providing cost effective health care products and services that
consistently meet the needs of customers.
Abbott Pakistan is part of the global healthcare corporation of Abbott Laboratories, Chicago, USA.
Abbott started operations in Pakistan as a marketing affiliate in 1948; the company has steadily
expanded to comprise a work force of over 1500 employees. Currently two manufacturing facilities
located at Landhi and Korangi in Karachi continue to use innovative technology to produce top quality
pharmaceutical products.
Abbott Pakistan has leadership in the field of Pain Management, Anesthesia, Medical Nutrition and Anti-
Infective.
On June 29, 2005 Abbott Pakistan Achieved Class 'A' accreditation against the Oliver Wight ABCD Check
list. This was an outstanding achievement, which puts Abbott Pakistan amongst some of the best global
companies in terms of operational excellence.
A continuous process of innovation, research and development at Abbott's worldwide facilities enables
Abbott Pakistan to offer effective solutions for various healthcare challenges, with products and services
that are well focused, within the customer's reach and contribute to improved health care of the people
of Pakistan.
Abbott believes that Corporate Social Responsibility is fundamental to earning and deepening the trustof the people it serves, an integral part of its commitment to improve lives has contributed to a number
of humanitarian causes and supported various institutions in various fields including health and
education.
The promise of this company is in the promise that their work holds for health and for life.
PediaSure Complete is a complete and balanced nutrition for children who are pricky eaters and who
have to catch up for growth. Some of its salient feature includes:
Good nutrition leads to healthy growth
To grow properly, kids need to eat the right amounts of protein, carbohydrates, fat, vitamins
and minerals.
For times, when you believe that your child is not getting adequate nutrition from regular food
then PediaSure is the thing to give. No matter which ever flavor you choose, each can of
PediaSure contains 25 essential vitamins and mineral, along with adequate amounts of protein,
carbohydrates and fats. With PediaSure you can be sure that your child is receiving the perfect
amount ofnutritions needed to grow.
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It is available in 400gram tins and 180 gram packs in chocolate and vanilla flavors at reasonable prices. It
is available in most leading pharmacies and superstores of Pakistan. PediaSure is even an international
product of Abbott.
Statement of ProblemThis research is conducted to find out that whether the decline in sales of PediaSure is because of some
different perceptions held by the potential consumers, factors which are most and which are least
preferred by the consumers while making the purchase.
This will cater to two areas specifically Defence and F.B area.
Significance of Problem/ PurposeThe problem is highly significantfor not only the company but forindividuals/ customers too. With the
help of this study we will be able to find out the different type of ideas and perceptions customers carry
when going to buy medicines/nutritional products. We will also find out some of the rare spending
patterns of customers based in different areas or localities and what factors do they consider in buying
such products. The main purpose of this study lies with the fact that Abbott will realize which particular
point they need to cater to stop the sales from falling. It could be a marketing problem which they
missed to address or a quality problem, which is very unlikely since Abbott is very strict about its
standards and most importantly it could be the perceptions of the people. Summing it all up, through
our research we will investigate the spending patterns of different localities, their preferences and why
the sales of PediaSurehas declined in some areas since the past few years.
Statement of Hypothesis1. There is no difference between Perceptions of customers of Defence and Federal-B area.
2. Knowing the available competitors, consumer will prefer Pediasure over competitors as a
Nutritional Supplement.
3. Consumers will purchase the product if they are told about the benefits.
4. Creating Awareness will impact the sales of Pediasure.
5. Whether high nutrients are preferred over other variables like Price and Recommendations.
6. Whether being a Medicinal product is good for the image of Pediasure.
Limitations1. One of the biggest limitations is that our study is restricted to only two areas namely defence
and F.B area. It is due to time constraints and a large number of medical stores throughout the
city.
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2. Defence itself has about approximately 50 medicines stores while F.B area 92. Finding and going
to all these stores would be very costly and time-consuming so we decided to take a small no. Of
stores and interviewing around 2 respondents from every store.
3. The time and cost associated with the study was a not very encouraging.
4. We cannot expect that each of the stores in the city have kept PediaSure which made our study
very difficult to generalize.
5. It was hard to find mothers having children below the age of 12 shopping during the days.
6. Customers and Storekeepers were being very receptive.
Literature Review
In order to write this literature review we had to take out journals and articles from a lot of areas the
reason being that there are almost no similar researches done considering this topic. Even ifresearches are done they tend to cater to the perceptions of westerners or people which are not
belonging to the Pakistani society. In order to conduct and use whatever information we could get
there were 3 pieces of materials used to conduct this review. The researches that we have found are
concerning similar products that is why we have used these. Each of these researches has been
combined with our research and then we have written down the Literature review. If we go along well
see what is the motive of our research and what do we want.
The first article included in this literature survey talks about the guide to consumers pharmaceutical
purchasing behavior. The pharmaceutical purchasing behavior of consumers is the subject of unending
market research for the nation's pharmaceutical companies and managed care organizations. Despitethe industry's best efforts to predict future trends based on past experiences, consumers continue to
confound the prognosticators. Several issues particularly pertinent to MCOs were explored in a recent
consumer survey conducted by Emron, Inc. In this article, explore consumers' behaviors are explored
relative to medication purchases in these areas:
Sources of advice about prescription and non-prescription medications
Communications with prescribers about cost and impact on quality of life
Opinions about price equity of medications
Importance of the pharmacy benefit in health plans
Role of advertising in purchasing decisions for non-prescription medications
The study first starts with talking about the advice the customer takes in order to buy any type of
pharmaceutical products. The results are divided in among the physicians, nurses, pharmacists, family
e.t.c. the highest rank is of course given to physicians followed by pharmacists. So we get to know that
one thing that is the sources of advice for customers affects customers perceptions of buying a
medicine. So it may be possible that a doctor living in each of these localities may give different type of
preference if one may prescribe pediasure other may prescribe ensure. The second factor that affects is
prescribers communication about cost and quality of life. From the study we see that people are mainly
concerned for their life rather than the cost of medicine, we all know that pediasure is a very high
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quality product and in order to keep your nutrition value very high you will make sure that you use pedia
sure, but never the les this is one of the important factors taken in to consideration when investing in to
medicines. Whatever the cost of the product is you tend to spend on it if itll increase the quality of your
life. Consumers also look for fair consumer prices. When they figure out if one of the products is not
giving a fair consumer price then they will surely not buy it even in case of medicines as now even in thismarket youre faced with immense competition. If the price ofPediasure is not fair according to some
then the customers will move their target towards ensure as these two are the biggest competitors
available. According to this study some of the customers were even asked to talk about the main factors
which result in going to a pharmacy and buying a medicine. The highest price as usual was given to the
price and prescription of the doctors which shows that these two factors are the main ones which affect
the benefit and the buying plan of customers. A very high rank was also given to non-prescription
medicine buying pattern, that is that many customers by medicine without any prescriptions, they use
the help of either billboards or any other means of advertisement. This is somewhat the case with
pediasure as well because I have prescribed many people to give pediasure to their children as regular
diet and they have actually followed and abided to it. Summing it all up this study basically talks about
the buying patterns of individuals while buying nutritional products or medicines. We get a clear view on
what factor do the consumers keep in mind when making an effort to go and buy this product.
The second research here talks about the consumers choice process when purchasing the staple food,
it was chosen as for some pediasure is a medicine hence a necessity. After 1989, there were significant
changes in food consumption, both in volumes and structure. These changes happened due to various
factors. The most important factors with influence on demand and food consumption were: deve-
lopment of income levels of Czech inhabitants, development of consumer prices of food and non-food
products and services, offer and availability of products on the market, advertising and promotion,
health education, joining the EU. Besides these above, an impact on consumption also has such factors
as quality development, extent of self-provision with food products, or the degree to which the needs
are satisfied. The fundamental influence on consumption has the development of consumer prices of
food and capital goods and services in relations to development of incomes, thus buying power. In thelast few years, there was a visible tendency to decreasing influence of prices on food consumption. The
paper focuses on the development of consumption and changes in consumption patterns, motivation
and attitudes. Presented data are based on the marketing research conducted by the Department of
Marketing and Trade, Mendel University in Brno, in fall 2004.
However, results of the recent research have proved that, when buying foodstuffs and beverages,
consumers are influenced also by habits, current moods, situations, emotions and that the behavior of
individual consumer segments is quite different. This could be the case with PediaSure as well.
Factors, which influence purchase decision, affect individual groups of consumers in a different way. For
a consumer research concerning individual staple food categories, the following demographic charac-
teristics were used: sex, age, affiliation with a social group and domicile. Demographic characteristics,which are easily available, measurable, and helping to localize the target market, were used. Analysis
and results of the survey (via questionnaire) about customer behavior then allow predicting the
behaviour of customers and to learn what, why, when, where, how and how often they buy.
The survey via questionnaires aiming to analyze the consumer decision process when buying staple
foods and beverages was conducted using a sample of 1 750 respondents. The sample was selected in
such a way that it should represent the structure of the Czech population according to 4 identification
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characteristics age, sex, social group, and size of the settlement where the respondents have their
permanent place of residence. The answers provided information about reasons and the decision-
making process when buying four staple food categories, meat and meat products, milk, dairy products
and eggs, non-alcoholic and alcoholic beverages and bakery and confectionery products.
Frequencies of respondents, whose motives for purchases of basic foodstuff were influenced by routine,
newcomers, healthy lifestyle or other unidentified factors .As PediaSure is also a dairy product that is
the reason why we use this result which says Milk and dairy products illustrate that routine purchases
predominated also when buying milk, butter and eggs. Purchases of cheese and yogurts were influenced
by the assortment and by the healthy lifestyle. Frequencies of respondents classified into individual
social groups did not show any significant differences
It follows from these results that changes in consumption patterns of milk and dairy products were
influenced by the factors of health protection andhealthy lifestyle. Extended offer of products was
another important factor. Financial reasons were mentioned in the last place. We can differentiate in
the behavior of retired people; their decision-making process is influenced by financial reasons. The
healthy lifestyle is the most important factor in the age group of productive age (2560 years). The
place of residence did not show any significant effect on differences in the behavior of people from
towns and villages.
It is of interest that that there were differences in factors influencing purchasing decisions of men and
women. Men tended to appreciate a wider assortment than women. As a reason for changes in con-
sumption of these products, women mentioned more often the healthy lifestyle, while men appreciated
a wider assortment. For Beverages, the reasons for changes in consumption patterns were different
than those mentioned for foodstuffs. Financial reasons were as important as the healthy lifestyle and a
wider assortment. This could be influenced by the fact that the question concerned all beverages so that
this was a very variable category of products and for that reason the answers were too general.
For producers, important information represents the fact that consumers are influenced by newcomers,
innovations and advertising when buying staples. Consumers, who were strongly interested in their
health, purchasedcereal bakery products, fish, poultry, yogurts, cheese and mineral water. When
analysing the reasons of changes in consumption patterns, it was demonstrated that the reasons
differed in dependence on the affiliation with the individual groups of customers. There were different
reasons for individual social groups, individual age categories, and different localities. If we omit these
identification groups, the most frequent reason for changes in consumption patterns in all categories of
foods was the healthy lifestyle followed by a wider assortment. Financial reasons were mentioned on
the last place.
The reason for using this study was to show that although not for everyone but for those who consumepediasure is similar to a staple food. The reason being is that you have to include it either in your milk or
your beverage. So when we talk about the buying and selling of dairy products overhear we can always
link it to PediaSure as it is a dairy product for most. When we look at the buying patterns of consumers
we can always similarize it with the buying patterns of pediasure . Starting from the price to marketing
to health safety all of these affect the buying of pediasure. It might be one of these factors that would
have resulted the sales to go down at the end of the study it said that prices didnt matter most so it
may be a possibility that there may be another factor other than price.
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Reference for literature review:
Guide to consumers pharmaceutical purchasing behavior (MARSHA FAHEY , writer and editor, Emron,
Ine., Warren, New Jersey)
Consumer choice process when purchasing the staple food (J. STVKOV, J. TURNKOV MendelUniversity of Agriculture and Forestry, Brno, Czech Republic)
Design of study
I. Problem Definition and Hypothesis Formulation
This research is conducted to find out the reasons behind the decrease in sales of Pediasure for the
past few years in certain areas, and whether consumers of different localities; specifically Federal-B
Area and Defence have different perceptions regarding the product and the following variables:
Brand Image
Usage Pattern
Preference
Satisfaction
Availability
Awareness
Following Hypothesis was tested during the study:
7. There is no difference between Perceptions of customers of Defence and Federal-B area.
8. Knowing the available competitors, consumer will prefer Pediasure over competitors as aNutritional Supplement.
9. Consumers will purchase the product if they are told about the benefits.
10.Creating Awareness will impact the sales of Pediasure.
11.Whether high nutrients are preferred over other variables like Price and Recommendations.
12.Whether being a Medicinal product is good for the image of Pediasure.
Research Design: The study seeks to find the ultimate solution to solve the problem of declining
sales of Abbots Pediasure find and to seek whether it is feasible for conducting additional
promotional activities. Since we were seeking to explore the reasons for declining sales we used
Exploratory Research Methods.
Sampling Technique: Convenience sampling method based on a non-probability sampling technique
was used to gather data from the respondents. A questionnaire based survey was conducted to
validate the findings. The questionnaire-based survey is designed as to measure both quantitative
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and qualitative variables. Its methodical profile includes multi-perspective, cross-sectional design
and broad random samples. The questionnaire tests the following variables:
Brand Identity
Usage Pattern Preference
Satisfaction
Availability
II. Gathering Data
We questioned 50 mothers from different stores in Federal-B Area and 30 from stores in Defence.
The main reason for having an unequal sample size for both areas is because number of medical
stores in Federal-B Area is a lot more than that in Defence, so we thought it would me fair if we had
more respondents from Federal-B area. Our target respondents were mothers of age in between30-40, but it was not very easy to find them in the medical stores. We questioned as many as we
could find and the rest was filled by fathers of around the same age group on behalf of their wives.
It was our good fortune that the fathers were surprisingly well-informed about the products being
used for the infants.
1. Analysis of Results
The data was first entered in Microsoft Excel and then one of our group members double-checked
and copied it to the SPSS software and then analysis were conducted using SPSS Statistical Software.
Pearson Chi-square test was used to analyze the result and hypothesis with assumed significance
greater than .05 were rejected.
HYPOTHESIS 1
HO Area of residence affects use of nutritional supplements
Ha Area of residence does not affects use of nutritional supplements
AREA OF RESPONDENT * CURRENTLY USING SUPPLEMENT Crosstabulation
CURRENTLY USING
SUPPLEMENT
TotalYES NO
AREA OF RESPONDENT FB Count 49 1 50
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% within AREA OF
RESPONDENT
98.0% 2.0% 100.0%
% within CURRENTLY
USING SUPPLEMENT
61.3% 16.7% 58.1%
DEFENCE Count 31 5 36
% within AREA OF
RESPONDENT
86.1% 13.9% 100.0%
% within CURRENTLY
USING SUPPLEMENT
38.8% 83.3% 41.9%
Total Count 80 6 86
% within AREA OF
RESPONDENT
93.0% 7.0% 100.0%
% within CURRENTLY
USING SUPPLEMENT
100.0% 100.0% 100.0%
Chi-Square Tests
Value Df
Asymp. Sig. (2-
sided)
Exact Sig. (2-
sided)
Exact Sig. (1-
sided)
Pearson Chi-Square 4.558a
1 .033
Continuity Correction
b
2.911 1 .088
Likelihood Ratio 4.707 1 .030
Fisher's Exact Test .078 .044
Linear-by-Linear Association 4.505 1 .034
N of Valid Cases 86
a. 2 cells (50.0%) have expected count less than 5. The minimum expected count is 2.51.
b. Computed only for a 2x2 table
At 5%significance level do not reject H0
Area of residence does affect the use of nutritional supplement
HYPOTHESIS 2
HO: AREA OF RESIDENCE AFFECTS AWARENESS OF PEDIASURE
H1 AREA OF RESIDECE DOES NOT AFFECT AWARENESS ABOUT PEDIASURE
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ARE YOU AWARE OF ABBOTS CHILD NUTRITION PRODUCT PEDIASURE? * IF YES THAN HAVE YOU EVER
BOUGHT IT? Crosstabulation
IF YES THAN HAVE YOU EVER
BOUGHT IT?
TotalYES NO
ARE YOU AWARE OF
ABBOTS CHILD NUTRITION
PRODUCT PEDIASURE?
YES Count 19 14 33
% within ARE YOU AWARE
OF ABBOTS CHILD
NUTRITION PRODUCT
PEDIASURE?
57.6% 42.4% 100.0%
% within IF YES THANHAVE YOU EVER BOUGHT
IT?
100.0% 100.0% 100.0%
Total Count 19 14 33
% within ARE YOU AWARE
OF ABBOTS CHILD
NUTRITION PRODUCT
PEDIASURE?
57.6% 42.4% 100.0%
% within IF YES THAN
HAVE YOU EVER BOUGHT
IT?
100.0% 100.0% 100.0%
Chi-Square Tests
Value Df
Asymp. Sig. (2-
sided)
Exact Sig. (2-
sided)
Exact Sig. (1-
sided)
Pearson Chi-Square 1.075a
1 .300
Continuity Correction
b
.632 1 .427
Likelihood Ratio 1.079 1 .299
Fisher's Exact Test .341 .214
Linear-by-Linear Association 1.060 1 .303
N of Valid Cases 70
a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 14.14.
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Chi-Square Tests
Value Df
Asymp. Sig. (2-
sided)
Exact Sig. (2-
sided)
Exact Sig. (1-
sided)
Pearson Chi-Square 1.075a
1 .300
Continuity Correctionb
.632 1 .427
Likelihood Ratio 1.079 1 .299
Fisher's Exact Test .341 .214
Linear-by-Linear Association 1.060 1 .303
N of Valid Cases 70
a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 14.14.
b. Computed only for a 2x2 table
At 5% significance level do not reject H0
Area of residence affects awareness of Abbots product Pediasure
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HYPOTHEIS 3
H0 Knowing the available competitors, consumer will prefer Pediasure over competitors as a
Nutritional Supplement.
H1 Knowing the available competitors, consumer will not affect consumer preference of Pediasure
over competitors as a Nutritional Supplement.
Paired Samples Test
Paired Differences
Mean Std. Deviation Std. Error Mean
Pair 1 ARE YOU AWARE OF
ABBOTS CHILD NUTRITION
PRODUCT PEDIASURE? -
IF YES THAN HAVE YOU
EVER BOUGHT IT?
-.424 .502 .087
Paired Samples Test
Paired Differences
95% Confidence Interval of the
Difference
Lower Upper
Pair 1 ARE YOU AWARE OF
ABBOTS CHILD NUTRITIONPRODUCT PEDIASURE? -
IF YES THAN HAVE YOU
EVER BOUGHT IT?
-.602 -.246
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Paired Samples Test
t df Sig. (2-tailed)
Pair 1 ARE YOU AWARE OF
ABBOTS CHILD
NUTRITION PRODUCT
PEDIASURE? - IF YES
THAN HAVE YOU EVER
BOUGHT IT?
-4.856 32 .000
At 5% Significance level reject HO
Awareness is not the only reason why consumers will prefer Pediasure over competitors product
HYPOTHEIS 4
HO: High nutrients are preferred over other variables like Price
Ha: High nutrients are not preferred over other variables like Price
Chi-Square Tests
Value Df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 238.264a
24 .000
Likelihood Ratio 183.809 24 .000
Linear-by-Linear Association 62.765 1 .000
N of Valid Cases 93
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Chi-Square Tests
Value Df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 238.264a
24 .000
Likelihood Ratio 183.809 24 .000
Linear-by-Linear Association 62.765 1 .000
N of Valid Cases 93
a. 29 cells (82.9%) have expected count less than 5. The minimum
expected count is .32.
AT 5% significance level reject H0
Nutrients are not preferred over variables such as price
HYPOTHESIS 5
HO: High nutrients are preferred over other variables like Recommendation
Ha: High nutrients are not preferred over other variables like recommendation
Chi-Square Tests
Value Df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 217.033a
25 .000
Likelihood Ratio 206.420 25 .000
Linear-by-Linear Association 69.663 1 .000
N of Valid Cases 115
a. 30 cells (83.3%) have expected count less than 5. The minimum
expected count is .24.
At 5% significance level reject H0
High nutrients are not preferred over other variables like recommendation
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HYPOTHESIS 6
H0: Being a Medicinal product is good for the image of Pediasure.
Ha: Being a Medicinal product has no effect on the image of Pediasure.
III. Sources of Data
Primary Sources:
Respondents
Our main aim was to get fresh information from the parents directly, so we could better
figure out the main reasons behind the sluggish growth of sales. There were some instances
where the store managers were being receptive and the respondents showed disinterest in
providing information. Due to our persistence we managed to get a great deal of good
information. We mostly had to read out the questions to the respondents, while they
shopped and marked the answers according to their response. The questionnaires were all
filled under supervision of either of the members of the group to avoid the chance of
misunderstandings.
Secondary Sources:
Secondary data was not as such required in our research it was mostly based on primary
data. The literature review only required thorough reading of different articles. This helped
us in getting a better idea about different aspects of the research work. We learned how to
design the questionnaire in a way that would get the maximum possible information
without offending the respondents in any way. It also helped us to figure out how the issue
of differences in perception of people living in different type of areas in the same city has
been dealt.
Some important information regarding Pediasure and its competitors Contents was also
gained using some secondary data. It was gathered from the websites of these companies
and also from reading the packages of the respective products. This was basically done to
compare different variables in different supplements. The comparisons were eventually
used to analyze which variable is most important for the consumers.
IV. Research Instrument
As mentioned above, a questionnaire based survey was conducted, the questionnaire was designed
collectively by the entire group members, keeping in mind all the dos and donts of Questionnaire
designs taught by our mentor/teacher. It was also SPSS friendly, so it was really easy for us to
statistically analyze it through the software. Before moving ahead with it, we also got it checked to
reduce as much chances of errors as possible. It was scripted using simple and familiar language,
few questions that were easy to answer and supervision was given throughout. The sampling
technique was partially random. The stores in all the areas were shortlisted through systematic
random sampling technique. There were a total of 92 stores in F.B area and 56 stores in Defence,
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and we randomly selected 25 and 15 stores from the respective areas. Then from each store 2
respondents were surveyed upon. The questionnaire contained 14 questions measuring different
variables that are mentioned above. The variables tested through our research are usage pattern,
preference to competitors, frequency of purchase, brand identity and purchase intention. Some
questions were even included to get a little idea about the demographics of the target population.
We faced some trouble during data collection, since the respondents seemed totally disinterested
in giving their valuable knowledge to us. The staffs of the stores were also being receptive due to
the agitation of the customers. In cases where store managers were not allowing us to interview in
the store, we had to wait outside to get our target respondents.
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SUMMARY AND CONCLUSIONS
RESTATEMENT OF PROBLEMThe research problem was to identify the reasons behind the decline in sales of Abbot's flagship product
Pediasure. This was done by dividing selected areas in the city, mainly Defense and F.B Area, into class A
and class B and finding out the perceptions of the users about the product.
DESCRIPTION OF PROCEDURES
Research Design
The study seeks to find the ultimate solution to solve the problem of declining sales of Abbots
Pediasure and to seek whether it is feasible for conducting additional promotional activities. Since
we were seeking to explore the reasons for declining sales we used Exploratory Research Methods.
Sampling Technique
Convenience sampling method based on a non-probability sampling technique was used to gather
data from the respondents. A questionnaire base survey was conducted to validate the findings. The
questionnaire-based survey is designed as quantitative and qualitative both. Its methodical profile
includes multi-perspective, cross-sectional design and broad random samples. The questionnaire
tests the following variables:
Brand Image
Usage Pattern
Preference
Satisfaction
Availability
Awareness
Following Hypothesis was tested during the study:
1. Area of residence affects use of nutritional supplements.
2. Area of residence affects awareness of Pediasure.
3. Knowing the available competitors, consumer will prefer Pediasure over competitors as a
Nutritional Supplement.
4. High nutrients are preferred over other variables like Price.
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5. High nutrients are preferred over other variables like Recommendation.
The data was entered in Statistical Software SPSS v.17 and Pearson Chi-Square Test was used to
conclude findings. If the value of assumed significance was greater than .05, the hypothesis was
rejected.
MAJOR FINDINGS
1. Area of residence affects use of nutritional supplements
We do not reject our hypothesis which means that there is a difference in perceptions of people
living in different areas.
2. Area of residence affects awareness of Pediasure.
We do not reject our hypothesis showing that again area of residence is a factor which contributes
to the differences in attributes of people.
3. Knowing the available competitors, consumer will prefer Pediasure over competitors as a
Nutritional Supplement.
We reject our hypothesis because awareness is not the only reason why consumers will prefer
Pediasure over competitors product.
4. High nutrients are preferred over other variables like Price.
We reject our hypothesis with the conclusion that price is the principle variable considered in buying
nutritional supplements.
5. High nutrients are preferred over other variables like Recommendation.
We reject our hypothesis because considering the nutritional aspect is not a preference over other
factors such as recommendation.
RECOMMENDATIONS
The image of Pediasure should be improved for the consumers to identify it as a medicinal
product.
Increase in the number of flavors of Pediasure would boost the sales.
There is a requirement from the marketing department to be more active and engage in
activities such as personal selling.
If there is a possibility then the price of the product should be reduced keeping in mind the
costs.
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If not then the company should emphasize the benefits of the product as in Nutritional value
should be highlighted in the campaigns like 37 vital nutrients to motivate the customers into
buying the product.
Different promotional campaigns according to different mediums should be designedhighlighting the strong points of the product. Choosing brand ambassadors with high percentage
of popularity among the children is a good idea.
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BIBLIOGRAPHY
Guide to consumers pharmaceutical purchasing behavior (MARSHA FAHEY , writer and editor, Emron,
Ine., Warren, New Jersey)
Consumer choice process when purchasing the staple food (J. STVKOV, J. TURNKOV MendelUniversity of Agriculture and Forestry, Brno, Czech Republic)
http://www.abbott.com.pk/
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APPENDIX
Abbott Nutrition
Questionnaire
Name:
Age:
Profession:
Area of residence:
Husbands profession:
Currently using (Any supplement):
1. _________(AGE:___)
2. _________(AGE:___)
3. _________(AGE:___)
Questionnaire for Mothers
1. How many children do you have?
0-2
2-4
More than 4
2. What are the ages of your children? 1 ____________
2 ____________
3 ____________
4 __________
5 ___________
6 ___________
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3. Are you satisfied with your childs (children) growth (height and weight)
that are under the age of 10?
Yes No
4. Does your child (ren) fall sick often?
Yes
No
If your answer to any of the above question(s) 3 & 4 is YES, then proceed to Q5
5. In which school(s) does your child (ren) study that are under the age of 10?
1 ________________
2 ________________
3 _______________
4 ______________
6. Were you recommended by someone to use the product or you use it on
your own
Recommended by someone
Used on the own
7. If recommended, then who recommended you to use the supplement?
Doctor
Friends
Neighbors Relatives
Other, Please specify:
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_____________________________ _____________________________
8. How many times in a day do you give the supplement to your child (ren)?
Child 1
Child 2
Child 3
Child 4
OnceTwiceThrice
9. Are you aware of Abbotts Child Nutrition Product Pediasure?
Yes
No
10.If YES, then answer the following questions If no then jump to Q#12 :
(a) Have you ever bought it?
Yes
No
(b) When did you buy it and whose recommendation did you buy it?
____________________________________________
(c) Any why did you discontinue buying it?
____________________________________________________________________
11. If your answer to Q#10(a) is NO, then what is the reason for not buying it?
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12.Have you ever been to a pediatrician or child specialist? Yes
No
13 If you are told that Pediasure is the Child Specialists first choice for child
nutrition and for children who are picky/fussy eaters and it not only
enhances growth (Height& Weight) but it also builds immunity. It is also
clinically proven to reduce number of sick days and the incidence of
infections, would you start using it?
Yes
No
14 If NO, Why?
____________________________________________________________________
15 Rank the considerations (in order of priority) on a scale of (1-9) 1 being the
highest and 10 being the lowest, if you are to make a decision to buy a
nutritional supplement?
Price
Company
Nutritional value
TV Ads Doctors
recommendation
Packaging
Someone elsesrecommendation, Please
specify:
Other, Please specify:
_____________________
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16 If I tell you that per month cost of Pediasure is Rs. 2100 (1 serving per day)
and the cost of supplement that you are using is ____________, then would
you prefer buying Pediasure?
Yes No
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Product Comparison
Product Comparison
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Approximately Analysis Powder Per 100gm
Pediasure
Comp.
Promise
PE
Horlics
Junior
Meiji
Big
Enervit
Junior
Energy PER 100G 492 451 406 467 489Calories Per
Serving 225200 101
185
Per Rs. Calories 3 3 3.5
Nutrints
Protien 14.8 gm 16 gm 17.5 gm 20 15 gm
Fat 24.6 gm 16 gm 7.1 gm 19 24 gm
Carbohydrate 52.8 gm 61 gm 67.5 gm 54 53.4 gm
FOS 1.75 gm 1.4 gm NA 2 gm
Taurine 35.4 mg 21 mg NA 33 30 mg
Carnitine 8.4 mg 7.7 mg NA 10 mg
Inositol 39.4 mg 34 mg NA 40 mg
Minerals
Calcium 483 mg 563 mg 800 mg 700 490 mg
Phosphorus 300 mg 383 mg NA 470 360 mg
Zinc 4.9 mg 5.4 mg 4.5 mg 4 3.2 mg
Copper 0.5 mg 0.39 mg 0.34 mg 320ug 0.37 mg
Selenium 14.8 mcg NA 20 mcg 14.8 mcg
Iron 6.9 mg 8.4 mg 14 mg 8 6.9 mg
Iodine 47.3 mcg 42 mcg 90 mcg 100ug 62 mcg
Niacin 8.42 mg 3.1 mg 6 mg 6 NA
Magnesium 98 mg 50 mg NA 70 47 mg
Sodium 227 mg 212 mg NA 270 200 mg
Potassium 640 mg 856 mg NA 970 570 mg
Choloride 493 mg 495 mg NA 630 360 mg
Manganese 1.23 mg 0.5 mg NA 45ug 25 mg
Chromium 15 mcg NA NA NA
Molybdenum 24.6 mcg NA NA NAVitamins
Vitamin A 1270 IU 1500 IU 300 mcg 1300IU 400 mcg
Vitamin C 50 mg 54 mg 30 mg 55MG 50 mg
Vitamin D 158 IU 301 IU 5 mcg 300IU 4 mcg
Vitamin E 11.4 IU 7.4 IU 6 mg 6MG 8 mg
Vitamin B1 1.35 mg 0.58 mg 0.5 mg 0.4MG 0.9 mg
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Additional details about Promise
PE Gold
Powder Per 100gm
Protein
Alfa lactulbumin 0.81 gm
FatLinoleic Acid 4054 mg
DHA 8.1 mg
AA 12 mg
CarbohydratesLactose 29 gm
Maltodextrine 11 gm
Corn Syrup Solid 11 gm
Sucrose 9.5 gm
VitaminBeta Carotine 68 mcg
Nuclotides 12 mg
Vitamin B2 1.03 mg 0.7 mg 1 mg 1.6MG 1.03 mg
Vitamin B6 1.3 mg 0.56 mg 1 mg 0.3MG 8 mg
Vitamin B12 1.5 mcg 1.1 mcg 1.8 mcg 2UG 1.4 mcg
Vitamin K 18.8 mcg 28 mcg 30 mcg 25UG 20 mcg
Nicotinamide 8.4 mg NA NA 8 mg
Pantothenic Acid 3.45 mg 2.25 mg NA 2MG 3.4 mg
Folic Acid 108 mcg 31 mcg 300 mcg 0.1MG 100 mcg
Biotin 18.2 mcg 11 mcg NA 18 mcg
Choline 148 mg 135 mg NA 80 mg
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Leutin 90 mcg
Age 2-10 Years
Dilution5 scoops (44 gm) powder in 175 ml water
Scoop Size 8.8 gm
Flavor Vanila
Fat formulation contains Palm Olein
Oil
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