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MBA - Research Work
 

MBA - Research Work

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A study to understand possible factors affecting a food product market acceptance.

A study to understand possible factors affecting a food product market acceptance.

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    MBA - Research Work MBA - Research Work Presentation Transcript

    •  
    • Factors Affecting New Brand’s Market Acceptance – A Case for Kolson’s ‘Bravo!’ Biscuit Amjad Irfan – MBA
    • INTRODUCTION
      • Kolson is a Pakistan based snacks, pasta, & biscuit manufacturing company producing high quality premium products, with brands like;
        • Slanty, Jam Hearts, Katch, Snackers, and Kidz Mobile
      • Kolson is operating in three divisions:
        • Division-I
          • Biscuits, Cakes, and Cereal.
        • Division-II
          • Slanty, Chips, & Twich.
        • Division-III
          • Pasta, Vermicelli, Potato Sticks, Snackers, & Cheese Balls.
    • PRODUCT INTRO
    • PROBLEM STATEMENT
      • Pakistan is a growing market for cookies and most of the consumers are moving towards branded cookies.
      • Kolson decided to capitalize mentioned opportunity and planned to introduce new cookie, ‘Bravo!’, with new milk and chocolate flavors.
      • “ What are the factors, which can affect acceptance of Kolson’s new ‘Bravo!’ brand in the biscuit market?”
      03.00 Ticky Pack 10.00 Snack Pack 20.00 Family Pack RP in Rs. SKU
    • THEORETICAL FRAMEWORK
      • From Literature Review and Interviews, we have discovered following independent variables, which can affect dependent variable, ‘Product Market Acceptance’.
      Product Quality Product Market Acceptance Personal Familiarity Brand Name Pricing Communication Mix
    • HYPOTHESES
      • Problem Statement:
      • “ What are the factors, which can affect acceptance of Kolson’s new ‘Bravo!’ brand in the biscuit market?”
      • From theoretical framework, different hypotheses can be derived. I have selected the following hypothesis for testing:
        • “ Higher the product quality; the more effective will be the product acceptability in the market.”
    • RESEARCH DESIGN
      • Purpose of the study
        • Hypotheses Testing
      • Type of Investigation
        • Co-relational Study
      • Study Setting
        • Field Study
      • Time Horizon
        • Cross-sectional Study
      • Unit of Analysis
        • Individuals
      • Scales
        • Interval Scale
    • QUESTIONNAIRE Consumer Survey Bravo!
    • HYPOTHESES TESTING - 1
      • In the hypothesis testing we are just taking one variable and trying to prove it that is the variable of the product quality.
      Product Quality (X) Market Acceptance (Y) XY X 2 Y 2 42 27 19 25 06 10 07 06 09 03 420 189 114 225 18 1764 729 361 625 36 100 49 36 81 09 ∑ X = 119 ∑ Y = 35 ∑ XY = 966 ∑ X 2 = 3515  Y 2 = 275
    • HYPOTHESES TESTING - 2 r = n ∑XY – (∑X)(∑ Y) {n∑X 2 – (  x) 2 }{n  Y 2 - (  Y) 2 } r = 5 (966) – (119)(35) {5(3515)-(119) 2 }{5 (275)-(35) 2 } r = 0.93
      • Hypothesis Testing of Population Co-Relation .
    • HYPOTHESES TESTING - 3
      • Step 1: Null hypothesis and alternative
        • Ho: There is no relation between, the higher product quality and the market acceptance.
        • H1: Higher the product quality; the more effective will be the product acceptability in the market.
      • Step 2: Level of Significance
        • Level of Significance = 5%
    • HYPOTHESES TESTING – 4
      • Step 3: Test Statistics
        • As, n < 30
      t = 1 – r 2 n - 2 r t = 1 – (0.93) 2 5 - 2 0.93 t = 4.3827
    • HYPOTHESES TESTING – 5
      • Step 4: Critical Region
        • level of significance 5% / 2 = 0.025
        • degree of freedom = d f = 5 – 2 = 3
        • t (0.025, 3)
        • t crit = 3.182 (from table)
      • Step 5: Conclusion
        • 4.3827 > 3.182
        • t cal > t crit
        • Whenever t cal value is greater than t - table value we reject H o .
        • H 1 is accepted so it means that there is positive relationship between Product Quality and its Acceptance in the Market.
    • RECOMMENDATIONS
      • Kolson’s ‘Bravo!’ customer is satisfied with its quality; there is no problem in this regard. These are my recommendations to Kolson’s management:
        • Retain the quality of the product.
        • Keep working on new ways to enhance product quality.
        • Diagnose some other variable incase of product failure in the market.
    • THANKYOU