I am a professional Market Researcher. And over 5+ years experience in this field. So, this is a sample of my work.

1. RETAILERS’ SURVEY
REPORT
On Chips (Dhaka Metro)
Total Respondent: 552
©Md. Arifur Rahman Hera

2.  SURVEY PERIOD:
14/01/17 TO 06/04/17
• Farmgate
• Nakhalpara
• Mohammadpur
• Lalmatiya
• Dhanmondi
• Zigatola
• Azimpur
• Lalbag
• Mirpur-1
• Mirpur-10
• Shewrapara
• Kazipara
• Motijheel
• Kakrail
• Moghbazar
• Khilgaon
• Shantinagar
• Badda
• Rampura
• Mohakhali
• Banani
• Gulshan
• Bashundhara
• Uttara
Surveyor: In-house Interns
Zone Covered:
©Md. Arifur Rahman Hera

3. OBJECTIVE OF THE STUDY
 Broad objective:
• To understand retailers most selling brands (Chips) and reason behind.
 Specific objective:
• To identify location, area, & SKU wise chips market share & consumption pattern of existing brand.
• To find out top selling chips brand, pack size & reason behind.
• To Identify actual TG consumer & customer of chips.
• To determine most effective distribution channel & retailers’ preference e.g. product lifting, Trade
program (TP) etc.
• To figure out brand wise weekly retailers’ purchase & sales volume of chips.
• To understand effective way of consumer program (CP) in terms of consumer preference.
• To find out best chips brand that easy to detached.
• To identify reason behind product damage.
• To determine seasonal sales variation & opportunities.
©Md. Arifur Rahman Hera

4. METHODOLOGY
• Research design: The sample size has been frame out considering all
demographic and geographic representation all over the Bangladesh. In the first
phase we have done an extensive survey over 552 respondents in Dhaka metro.
• Research approaches: Survey research.
• Research instruments: Questionnaire.
• Scaling techniques: Questionnaire was set by both close-end & open-ended
questions using Yes/No (dichotomous), multiple choice scale.
• Sampling technique: Judgement sample (No probability Sample)
• Survey categories: Retailers’ survey.
• Contact method: Personal interviewing.
©Md. Arifur Rahman Hera

5. Q: 1 WHICH BRAND CHIPS ARE CURRENTLY
AVAILABLE IN YOUR SHOP?
7%
5%
7%
10%
12%
11%
14%
12%
10%
4%
10%
Poppers Cheese
puffs
Lay's KurKure Alooz Sun
Chips
Potato
crackers
Mr. Twist Meridian Pringles Others
Mostly Available Chips brands in Retail
©Md. Arifur Rahman Hera

6. Q:2 WHICH IS YOUR TOP SELLING CHIPS
BRAND? (PLEASE RANK FROM 1 TO 5)
Note: Though there is high consumer demand of KurKure & Lay’s brand but due to less availability
& weak distribution channel these brands carried low sales volume.
3%
1%
5%
7%
17%
17%
35%
9%
7%
Poppers
Cheese puffs
Lay's
KurKure
Alooz
Sun Chips
Potato crackers
Mr. Twist
Meridian
Top Selling brands
©Md. Arifur Rahman Hera

7. Q:3 WHICH IS YOUR MOST SELLING
PACK SIZE? (IN PRICE)
1%
58%
39%
2%
Tk. 5 Tk. 10 Tk. 15 Tk. 20
Mostly Selling Pack Size
©Md. Arifur Rahman Hera

8. Q:4 PLEASE MENTION THE AGE GROUP
WHO BUYS CHIPS MORE?
15%
33%
24%
15%
9%
3%
5 to 10 11 to 15 16 to 20 21 to 25 26 to 30 above 30
Most buyers age group
©Md. Arifur Rahman Hera

9. Q:5 HOW DO YOU GET/PURCHASE
PRODUCT?
Distributor house
1%
Delivery van (Secondary
Purchase)
97%
Wholesaler
2%
MOSTLY PREFERRED DISTRIBUTION CHANNEL
©Md. Arifur Rahman Hera

10. Q:6 WHAT KIND OF TRADE PROGRAMS (TP) DO
YOU RECEIVE FROM THE MANUFACTURER OF
THE BRAND?
22%
74%
0%
1%
2%
Cash Discount
Free product
Monthly Incentive
Credit facilities
Any other
Mostly consume Trade program
©Md. Arifur Rahman Hera

11. Q:7 WHAT IS THE MOST EFFECTIVE
CONSUMER PROGRAM DO YOU THINK?
Toy
62%
Tattoo/Sticker
21%
Display Card
6%
Puzzle
6%
Cash discount
5%
Most effective CP program
©Md. Arifur Rahman Hera

12. Q:8 WHICH BRAND CHIPS CAN EASILY
SEPARABLE?
59%
7% 7%
4%
14%
6%
1% 3%
Bombay
Sweets
Lay's Sun chips KurKure Meridian Poppers Cheese
puffs
Others
Easily separable chips brand
©Md. Arifur Rahman Hera

13. Q:9 AS PER YOUR OPINION, WHAT IS
THE REASON BEHIND DAMAGE?
64%
2%
3%
10%
1%
20%
Low gas
Short expire date
Broken inside
Rat Cut
Weather
When pack tear off
Reason behind damage
©Md. Arifur Rahman Hera

14. Q:10 QUARTERLY SALES STATUS OF
CHIPS
85%
88%
84%
74%
65%
70%
75%
80%
85%
90%
(Jan-Mar) (April-June) (July-Sept.) (Oct.-Dec.)
1st Quarter 2nd Quarter 3rd Quarter 4th Quarter
Chips quarterly sales season
©Md. Arifur Rahman Hera

15. CONCLUSION
• This market research has exposed the retailers’ most selling brands and reason behind.
Our study shows, top selling brands are respectively Potato Crackers (35%), Alooz (17%),
Sun Chips (17%), Mr. Twist (9%), KurKure (7%) and Lay’s (5%). Though there is high
consumer demand of KurKure & Lay’s brand but due to weak distribution channel these
brands carried low sales volume.
• Consumer demand, strong distribution channel, trade benefit etc. are the reason behind
most selling chips brands.
• This report will also help us to understand seasonal sales variation, reason behind chips
damage etc. There is a growing market demand of this snacks product implies this
product to be developed and successfully launched by ensuring sustainable market
share. Therefore, we have to develop a concrete brand & marketing plan considering of
these findings.
©Md. Arifur Rahman Hera

16. ©Md. Arifur Rahman Hera