Nestle Marketing Research Modern Trade

Information about Nestle Marketing Research Modern Trade

Published on December 18, 2008

Author: sundevaa

Source: authorstream.com

Content

Slide 1: Group A 9 Amit Jain 04 Manish Harodia 27 Salil Sreen 47 Shrikanth K 51 Surya Rao 55 Roadmap : Formulate the problem Research design determination Data collection methodology Determining sampling procedure and data collection Analyzing and Interpreting data Roadmap Formulation & Determination : Formulation To understand how customer attitudes towards Modern Trade and Kirana stores can influence the sales of coffee brands Research Determination Descriptive Research : Choosing between descriptive, exploratory & causal research Creation of Dummy Tables as per requirement Formulation & Determination Roadmap : Formulate the problem Research design determination Data collection methodology Determining sampling procedure and data collection Analyzing and Interpreting data Roadmap Secondary Data : Secondary Data Data collection methodologyQuestionnaire Sections : Questions on coffee usage and brand preference Rating Modern Trade and Kirana shops on various dimensions Comments elicited on photographs Questions on brand-switching Background Information Data collection methodologyQuestionnaire Sections Data collection methodologyTypical questions : Data collection methodologyTypical questions Q10 How do you rate the following on the factor ‘ease of shopping’?   Modern Trade ? ? ? ? ? ? 1 2 3 4 5 6 Lowest Highest     Kirana Stores ? ? ? ? ? ? 1 2 3 4 5 6 Lowest Highest   Q11 How do you rate the following on the factor ‘approachability’/location (nearness to residence or office)? Roadmap : Formulate the problem Research design determination Data collection methodology Determining sampling procedure and data collection Analyzing and Interpreting data Roadmap Determining sampling procedure : Non random judgmental sampling Targeting upwardly mobile english speaking population Questionnaire in English Administered over a period of 10 days Determining sampling procedure Data collection : Locations Calicut beach, Varkeys, Zam-Zam, Chicking Medical college PG hostel, IIM K Incentives given : Kit-kat, Chicking discount coupon 10 Online surveys administered in Bangalore, Mumbai Data collection Roadmap : Formulate the problem Research design determination Data collection methodology Determining sampling procedure and data col Analysis and Interpretation Roadmap Slide 13: 55 variables, 18 on Likert scale Measuring differences in attitudes towards kirana stores and modern trade Analysis and Interpretation Analysis and Interpretation : Analysis and Interpretation Preference score for Modern Trade – 4.4468 (out of 6) Preference score for Kirana stores - 3.4089 Dimensions on which Modern Trade scored higher than its average preference score – Ease of shopping, Shopping experience, Opportunity to assess brands, Quality of products, Quality of services Dimensions on which Kirana scored higher than its average preference score – Ease of shopping, Approachability, Fair prices, Quality of Products, Home Delivery Switch Brand in Kirana Stores : Switch Brand in Kirana Stores Switch Brands in Modern Trade : Switch Brands in Modern Trade Slide 17: Analysis and Interpretation Slide 18: Analysis and Interpretation Slide 19: Analysis of different brands in MT and Kirana Analysis and Interpretation Slide 20: Analysis and Interpretation Slide 21: Analysis and Interpretation Slide 22: Analysis and Interpretation Analysis and Interpretation : Analysis and Interpretation Recommendations : Recommendations Takeaways : Realized importance of requirements capturing – 3 telephone calls!! Meeting people in Kozhikode: Pleasant experience as majority were very co-operative Sore Experiences: Turned away from Chicking and Varkeys initially : Discount coupon Takeaways

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