Factors Affecting New Brand’s Market Acceptance –  A Case for Kolson’s ‘Bravo!’ Biscuit Amjad Irfan – MBA
INTRODUCTION <ul><li>Kolson is a Pakistan based snacks, pasta, & biscuit manufacturing company producing high quality prem...
PRODUCT INTRO
PROBLEM STATEMENT <ul><li>Pakistan is a growing market for cookies and most of the consumers are moving towards branded co...
THEORETICAL FRAMEWORK <ul><li>From Literature Review and Interviews, we have discovered following independent variables, w...
HYPOTHESES <ul><li>Problem Statement: </li></ul><ul><li>“ What are the factors, which can affect acceptance of Kolson’s ne...
RESEARCH DESIGN <ul><li>Purpose of the study </li></ul><ul><ul><li>Hypotheses Testing </li></ul></ul><ul><li>Type of Inves...
QUESTIONNAIRE Consumer Survey Bravo!
HYPOTHESES TESTING - 1 <ul><li>In the hypothesis testing we are just taking one variable and trying to prove it that is th...
HYPOTHESES TESTING - 2 r   = n ∑XY – (∑X)(∑ Y) {n∑X 2  – (  x) 2 }{n  Y 2   - (  Y) 2 }   r   = 5 (966) – (119)(35) {5(...
HYPOTHESES TESTING - 3 <ul><li>Step 1: Null hypothesis and alternative   </li></ul><ul><ul><li>Ho:  There is no relation b...
HYPOTHESES TESTING – 4 <ul><li>Step 3: Test Statistics </li></ul><ul><ul><li>As,  n < 30 </li></ul></ul>t = 1 – r 2 n - 2 ...
HYPOTHESES TESTING – 5 <ul><li>Step 4: Critical Region </li></ul><ul><ul><li>level of significance 5% / 2 = 0.025 </li></u...
RECOMMENDATIONS <ul><li>Kolson’s ‘Bravo!’ customer is satisfied with its quality; there is no problem in this regard. Thes...
THANKYOU
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MBA - Research Work

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

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

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