The document discusses a study on the consumption pattern of mithai (Indian sweets) during occasions and events. It presents the concept, problem statement, research objectives, proposition and hypotheses. The research methodology includes an exploratory market survey, descriptive questionnaire-based research, and analysis of consumption frequency, quantity, brand share and market size. The analyses found that mithai consumption and purchase increases by over 130% and 53% respectively during occasions, supporting the two hypotheses. Risks included sampling bias and lack of rural/older population representation. In conclusion, both hypotheses that consumption and purchase increases during occasions were found to be true.

1. Consumption Pattern of Mithai (Sweets)
Team : Gartner
Samir Saleem
Muhammad Suhaib
Umme Ammara
Zeeshan Valliani

2. Concept
Mithai has established itself as a symbol of social
event celebrations.
Eid, Divali, Navroz, Child birth,
Weddings, Promotion,
Victory etc

3. Problem Statement
 ‘Study the impact of Occasions and events on the
consumption pattern of Mithai.’

4. Research Objective
 Whether the consumption of mithai increases or not during
occasions
 Whether per person consumption rises during occasions
 To know whether people prefer mithai over other desserts/
sweets and confectionaries.
 Whether people associate mithai with the specific occasion
 Do people associate quality of mithai with the brand name

5. Proposition
The strong bond between traditions/customs/festivities and
MITHAI (sweets) has a huge positive impact on the
‘Consumption Pattern’ of Mithai.

6. Hypothesis
 Let ‘x’ be the (population) proportion of people who eat mithai (off-occasion).
 Ho’ : During social occasions and events, the proportion of people who eat mithai raises
by 80% or higher.
p >= 1.8 * x
 H1’ : During social occasions and events, the proportion of people who eat mithai
doesn’t raise by 80%.
p < 1.8 *x
• Let ‘y’ be the mean consumption of mithai per person (off-occasion).
• Ho’’ : During social occasions and events, the mean consumption of mithai per person
raises by 40% or higher.
u >= 1.4 * y (unit)
• H1’’ : During social occasions and events, the mean consumption of mithai per person
doesn’t raise by 40%
u < 1.4 * y (unit)

7. Research Methodology
 Research Design
Exploratory: Market Survey
Descriptive: Questionnaire
 Data Source
Primary Data: Personal Interviews and Questionnaire
Secondary Data: Census published by Government of Pakistan
 Research Approaches
Quantitative
 Research Instruments
Questionnaire, Personal interviews

8. Sampling Plan
 Population of Karachi  Sample size
21,142,625 Estd (2012) 236
Source: Census Bureau
 Sampling procedure
 Sampling Unit  Simple Random
Any one living in Karachi  Convenience Sampling
 Sampling Frame  Contact Method
Mithai shoppers of  Personal Visit to mithai
shops
Bahadurabad Gulshan and
 Questionnaire distribution
Gulistan-e-Johar, Friends &
Family, Colleagues  Online Survey form

9. Sample Size, Confidence Interval and
Margin of Error
The sample we gathered was n = 236, plugging it into the above system
we determined the margin of error i.e. E = 6.4%.
Taking Confidence interval of 95%.
http://www.surveysystem.com/sscalc.htm

10. Target Segments
 Age  Social Class
All Ages All
 Gender  Lifestyle
Male & Female Educated, Urban,
Traditional, Rural
 Occupation
Employed, Self
Employed and Retired
Demographics Psychographic

11. Target Segments (Cont’d)
 Benefits sought  Income
Convenience, Quality,
Availability, Taste etc. Lower, Middle and Upper
income groups
 Occasions
 Religious events (e.g. Eid,
Diwali, ramadan)
 Family events (e.g. Marriage,
Engagement, Birthdays, Child's
birth, New Home)
 Professional events (e.g.
Promotion)
 Other (e.g. Cricket team victory)
Behavioral Socio Economic

12. EXPLORATORY RESEARCH
Market Survey – As Pilot Study
Place
Bahadurabad Market
Occasion
Ramadan (first week) @ 4 pm
Respondents
Total Respondents : 20
Total Shops : 6

13. EXPLORATORY RESEARCH (Cont’d)
Summary
 Most customers, think purchase and consumption increase during
occasions and events
 Most customers, will buy mithai from the specific brand they like
 Most customers, buy mix mithai
 Most shopkeepers, think Biggest player is Dil Pasand
 Most customers, think Chocolates cannot compete with mithai
 Some customers, think that chocolate promotions does have small
impact on mithai market
 Customers On an average will buy 1.5Kg Mithai for 10 people.
 Most of the buyers, were male
 Many customers, think quality of Mithai matters
 Among the shops we visited, United King was the most crowded shop
with customers.
 Off-occasion: on-occasion frequency ratio is 1 : 3.5
 As per the shop keepers, most frequently customers purchase 1Kg Box

14. DESCRIPTIVE RESEARCH –
Questionnaire Design
Questionnaire covered following domains
 Geographic and Demographic
 Behavior and Psychology
 Consumption and Purchase
 Brand Loyalty
 Availability and Convenience
 Decision Making

15. DESCRIPTIVE RESEARCH - Analysis 1 -
Behavior
Over 90% people think mithai adds value
to social events and celebration.

16. DESCRIPTIVE RESEARCH - Analysis 2 –
Consumption Quantity
Probable per person consumption per
occasion = 165 gms
(using weighted avg of quantity for those
who consider number of people)

17. DESCRIPTIVE RESEARCH - Analysis 3 –
Purchase Frequency
Weighted Freq of Purchase Off-occasion
(per month) = 1.28

18. DESCRIPTIVE RESEARCH - Analysis 4 –
Purchase Frequency
Weighted Freq of Purchase On-occasion (per
month) = 2.95
Percentage Increase in purchase frequency
during occasions = 130.5
Hence, Percentage Increase in people who
consume mithai [Proves Hypothesis 1] = 130.5
[Considering every purchase is made for mutually
exclusive audience]

19. DESCRIPTIVE RESEARCH - Analysis 5 –
Consumption Frequency
Weighted Freq of Consumption Off-
occasion (per month) = 1.36

20. DESCRIPTIVE RESEARCH - Analysis 6 –
Consumption Frequency
Weighted Freq of Consumption On-occasion (per month) = 2.09
Increase in consumption during occasions (percentage increase) =
53.68
Consumption quantity per month: Off-occasion = 224.4
Consumption quantity per month: On-occasion = 344.85
Increase in consumption volume during occasions (percentage
increase) [Proves Hypothesis 2] = 53.68
Increases in consumption frequency and consumption volume are
directly proportional and rise with equal proportions keeping the
volume consumed per time constant

21. DESCRIPTIVE RESEARCH - Analysis 7 -
Consumption
No direct relation between income and
consumption
Mithai consumption is need/event based
and people with all income groups buy it
during occasions and events.

22. DESCRIPTIVE RESEARCH - Analysis 8 –
Market Share
United King, Dil Pasand, Rehmat-e-
Shereen and Dacca Hold majority of the
market share (%) = 59.35

23. DESCRIPTIVE RESEARCH - Analysis 9 –
Market Size (Volume, Value)
41% of the population of Karachi is the ‘market size by people’
i.e. (Total Population – Below 15 Population)*0.41
Market size by people = 21142625*0.41 = 8,668,476 people
Market size by people * weighted frequency of consumption
*quantity per consumption = market size by volume
Market size by Volume(per month on occasion) = 8668476 * 2.09 *
0.165 = 2,989,324 Kg/month
Market size by volume(Kg) * Avg Kg Cost = market size by value
Market size by Value (per month) = 2989324 * 500 =
1,494,662,000PKR i.e. approx. 150 Billion PKR Per month.

24. RISKS AND CONSTRAINTS
 A lot of sample units were selected based on
convenience, so there is high probability of
sampling-bias.
 The inferences developed from ‘urban sample’
have been generalized on rural population as well.
 The age group 36 and above lacks proper
representation in the sample.

25. Conclusion
 Hypothesis 1 holds true:
Ho’: p >= 1.8(x)
Where x is off-occasion population proportion of
consumers.
Population proportion increases by 130%
 Hypothesis 2 holds true;
Ho’’: u >= 1.4(y)
Where y is off-occasion mean consumption per consumer.
Mean per person consumption increases by 53%