Sampling Design (Kurkure Pakistan)

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ALLAMA IQBAL OPEN UNIVERSITY
Course Business ResearchMethods
Code (8510)
Semester Spring, 2015
Level MBA Marketing (3½ Years)
Tutor Miss Aysha Gulzar
Name waQas ilYas
Roll # BA 582702
Assignment # 02
Topic =
Sampling Design

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ACKNOWLEDGEMENT
All gratitude and thanks to almighty “ALLAH” the gracious, the
most merciful and beneficent who gave me courage to
undertake and complete this task. I am very much obliged to
my ever caring and loving parents whose prayers have enabled
to reach this stage.
I am grateful to almighty ALLAH who made me able to
complete the work presented in this report. It is due to HIS
unending mercy that this work moved towards success.
I am highly indebted to my course instructor for providing me
an opportunity to learn about the “which is vital ingredient” of
MBA program. I am very grateful to my teacher (Miss Aysha
Gulzar) for providing me guideline for the completion of this
report.
I feel great pride and pleasure on the accomplishment of this
report.

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ABSTRACT
This report is the Practical part of the most vital practice of our
MBA-Marketing program. The sole objective of my activity is to
familiarize with the practical manipulation of business
organization. This report has been written to know how big
organizations like Kurkure Pakistan manage their teams to
achieve their common goals.
In the first phase of the report there is the general introduction
about the company and then different terms have been
explained, then the mission, values, different services and
different strategies of the organization have been explained. In
the next part, SWOT analysis of the firm have been done by the
help of which it is identified that what are the strong areas of
the company and where it lacks so that it can improve, and
then in the end most important my experience while visiting in
the Kurkure Pakistan.

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DEDICATION
This report is dedicated to the greatest man in the
world that shows us the right path. Who is the
great patron of the mankind that is Holy Prophet
Hazrat Muhammad (PBUH).
I would also like to dedicate this small effort of
extract to my Parents and Teachers. They have
always been a shining star to look upon, to give
light and to show me the directions whenever I am
lost. May Allah give them more strength and long
life to guide me Forever. Ameen!

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Table of Contents
Introduction of Topic 06
Practical Review of Company 10
Vision Statement 12
Mission Statement 12
Application of Topic 12
SWOT Analysis 13
Conclusion 15
Recommendations 15
References 15

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Introduction of Topic:
Sampling Design
Sample designs for household surveys in developing and transition
countries have many common features. Most of the surveys are based on
multistage stratified area probability sample designs. These designs are
used primarily for frame development and for clustering interviews in
order to reduce cost. Sample selection is usuallycarriedout within strata.
The units selected at the first stage, referred to in the survey sampling
literature as primary sampling units (PSUs), are frequently constructed
from enumeration areas identified and used in a preceding national
population and housing census. These could be wards in urban areas or
villages in rural areas. In some countries, candidates for PSUs include
census supervisor areas or administrative districts or subdivisions thereof.
The units selected within each selected PSU are referred to as second-
stage units, units selected at the third stage are referred to as the third-
stage units, and so on. For households in developing and transition
countries, second-stage units are typically dwelling units or households,
and units selected at the third stage are usually persons. In general, the
units selected at the last stage in a multistage design are referred to as
the ultimate sampling units.
Definition:

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When conductingresearch, it is almost always impossible to study
the entire population that you are interestedin. For example, if you were
studying political views among college students in the Pakistan, it would
be nearlyimpossible to survey every single college student across the
country. If you were to survey the entire population, it wouldbe
extremelytimely and costly. As a result, researchers use samples as a way
to gather data.
A sample is a subset of the population beingstudied.
It represents the larger population and is used to draw inferences
about that population. It is a research technique widelyused in the social
sciences as a waytogather information abouta populationwithouthaving
to measure the entire population.
There are several different types and ways of choosinga sample
from a population, from simple to complex.
NON-PROBABILITY SAMPLING TECHNIQUES
Non-probability sampling is a sampling technique where the
samples are gatheredin a process that does not give all the individuals in
the population equal chances of being selected.
Reliance on Available Subjects
Relying on available subjects, such as stopping people on a street
corner as they pass by is one method of sampling, although it is extremely
risky and comes with many cautions. This method, sometimes referredto
as a convenience sample, does not allow the researcher to have any
control over the representativeness of the sample. It is only justifiedif the
researcher wants to study the characteristics of people passing by the
street corner at a certain point in time or if other sampling methods are
not possible.
The researcher must also take caution to not use results from a
convenience sample to generalize to a wider population.

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Purposive or Judgmental Sample
A purposive, or judgmental, sample is one that is selected based on
the knowledge of a population andthe purpose of the study. For example,
if a researcher is studying the nature of school spirit as exhibited at a
school pep rally, he or she might interview people who did not appear to
be caughtup in the emotions of the crowdor students who did not attend
the rally at all. In this case, the researcher is using a purposive sample
because those being interviewed fit a specific purpose or description.
Snowball Sample
A snowball sample is appropriate to use in research when the
members of a population are difficult to locate, such as homeless
individuals, migrant workers, or undocumented immigrants. A snowball
sample is one in which the researcher collects data on the few members
of the target population he or she can locate, then asks those individuals
to provide information needed to locate other members of that
population whom they know. For example, if a researcher wishes to
interview undocumented immigrants from Pakistan, he or she might
interview a few undocumented individuals that he or she knows or can
locate and would then rely on those subjects to help locate more
undocumentedindividuals. This process continues until the researcher has
all the interviews he or she needs or until all contacts have been exhausted.
Quota Sample
A quota sample is one in which units are selected into a sample on
the basis of pre-specified characteristics so that the total sample has the
same distribution of characteristics assumed to exist in the population
being studied. For example, if you a researcher conducting a national
quota sample, you might needto know what proportion of the population
is male and whatproportion is female as well as what proportions of each
gender fall into different age categories, race or ethnic categories,
educational categories, etc. The researcher would then collect a sample
with the same proportions as the national population.

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PROBABILITY SAMPLING TECHNIQUES
Probabilitysamplingis a samplingtechnique where the samples are
gatheredin a process that gives all the individuals in the population equal
chances of being selected.
Simple Random Sample
The simple random sample is the basic sampling method assumed
in statistical methods and computations. To collect a simple random
sample, each unit of the target population is assigneda number. A set of
random numbers is then generated and the units having those numbers
are included in the sample. For example, let’s say you have a population
of 1,000 people and you wish to choose a simple random sample of 50
people. First, each person is numbered 1 through 1,000. Then, you
generate a list of 50 randomnumbers (typicallywith a computer program)
and those individuals assignedthose numbers are the ones you include in
the sample.
Systematic Sample
In a systematic sample, the elements of the population are put into
a list and then every kth element in the list is chosen (systematically) for
inclusion in the sample. For example, if the population of study contained
2,000 students at a high school and the researcher wanted a sample of
100 students, the students wouldbe put into list formand then every 20th
student would be selected for inclusion in the sample. To ensure against
any possible human bias in this method, the researcher shouldselect the
first individual at random. This is technically called a systematic sample
with a random start.
Stratified Sample
A stratified sample is a sampling technique in which the researcher
divided the entire target population into different subgroups, or strata,
and then randomly selects the final subjects proportionally from the
different strata. This type of sampling is used when the researcher wants
to highlight specific subgroups within the population. For example, to
obtain a stratifiedsample of universitystudents, the researcher wouldfirst
organize the population by college class and then select appropriate

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numbers of freshmen, sophomores, juniors, and seniors. This ensures that
the researcher has adequate amounts of subjects from each class in the
final sample.
Cluster Sample
Cluster sampling may be used when it is either impossible or
impractical tocompile an exhaustive listof the elements that make up the
target population. Usually, however, the population elements are already
grouped into subpopulations and lists of those subpopulations already
exist or can be created. For example, let’s say the target population in a
study was Gourmet Bakery staff in the Pakistan. There is no list of all
gourmetbakery staff in the country. The researcher could, however, create
a list of gourmet bakery outlets in the Pakistan, choose a sample of
bakeries, and then obtain lists of members from those bakeries.
Practical study
Kurkure Pakistan

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Kurkure is a brand of corn puffs, developed and produced by PepsiCo
India, the Indian division of PepsiCo. Named after the Hindi and Urdu
word for "crunchy", the snack was developedentirely in India. It was
launchedin 1999 and has its automated plants at Channo (Punjab),
Kolkata, Assam and Pune.
Ingredients
Kurkure is made from rice, corn, chickpea flour, salt, vegetable oil and
spices.
Flavours
Kurkure is available in the followingflavours:
 Masala Munch (spicy)
 Green Chutneyyes
 Chilli Chatka
 Tamatar Hyderabadi Style
 Malabar Masala Style
 Masala Twists (Solid Masti)
 Desi Beats
 Naughty Tomatoes
 Puffcorn (YummyCheese)
 Monster Paws
 Hyderabadi Hungama
 Zig Zag
 Puff Corn
 Corn Cups
 Solid Masti
 Monster Smilees
 Butter Masti
Marketing
In 2004, Indian actor-celebrity Juhi Chawla was featuredin
advertisements for Kurkure. In 2012, Parineeti Chopra , Kunal Kapoor,

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Boman Irani, Ramya Krishnan, Farida Jalal, and Shivansh started to
advertise Kurkure.
It was also launchedin Pakistan in 2007, where it is manufacturedby,
Pepsico Pakistan, the local division of PepsiCo. In November 2006, Frito-
Lay announcedplans to release Kurkure to American markets sometime
in 2007. This decision was made after analysts showedincreasinginterest
in Indian spices in the USA. Also the introduction in other markets with a
non-residentIndian population such as the UK. As of 2013, KurKure is
available in Western Canada. As of 2014, KurKure is available in Eastern
Canada.
Vision of the Foundation
We believe that business and society can thrive together. We are guided
by Performance with Purpose: deliveringtop-tier results in a way that
sustains and respects business, society and the planet.
Mission of the Foundation
We’re committed to achieving business and financial success while
leavinga positive imprinton society – deliveringwhatwe call
Performance with Purpose.
Review of theoretical and practical
situation with respect to topic
To study the trends in snacks industry as a part of food processing
industry.
 To find out what percentage of population likes to eat snacks.
 To find out what percentage of population likes to eat Kurkure.
 To find out which flavour of Kurkure is most preferred.
 To analyze the reason for the popularity of Kurkure as the most
preferred snack.

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 To know the satisfaction level of people who eat Kurkure.
 To find out how much people spend on Kurkure snacks weekly. We
went for a survey based on sampling method.
Almost everyone likes Kurkure. Across Pakistan millions, yes millions
of bags of Kurkure are sold every year. There is always an argument over
which flavor, or which brand of Snacks is the best. Kurkure is reachingout
with a new contest. The company says, “Pakistan is a land of food lovers,
but what we love to eat is as distinct as the country itself. From Chinese
sweet and sour chicken to Italian pizza and Indian curry, we’ve got an
endless list of favorite foods, secret family recipes and standing take-out
orders. It is exactly these kinds of flavor-packed dishes and food rituals
that the Kurkure brand is inviting Pakistanis to use as their muse for
creating the next great Snacks flavor idea”. Back by popular
demand, Kurkure – Pakistan’s favorite brand – todayannouncedthe return
of its Do Us a Flavor contest, which invites fans across the country to
submit their flavor ideas to be the next great Snacks flavor. A national
survey commissioned by the Kurkure brand, confirms a number of
interesting flavors.
Samplingmethodhelpeda lotto conducta surveyaboutthe popularity
of Kurkure in Pakistan. Such statistical methods made such surveys ease
because we can’t consider the whole population, so we take samples and
draw the results for getting further improvements according to the taste
of the people.
SWOT Analysis
Strength

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 Our brand and reputation in our markets is strong. We are
recognizedas being professional, reliable andquality-driven.
 We have excellentemployees, who are well trained, customer
oriented and efficient.
 We have a relativelyflat organization (frombottom to top: 2 layers)
which allows us to make quick decisions and be adaptable to
changingmarket conditions.
 We work on a continuous improvementoperatingmodel.
 We capitalize on slow business periods by cross-training
employees and taking employees out to meet customers which
helps us to develop more capable employees and gives the
organizationmore depth.
Weaknesses
 We are not the low-costor low-price supplier in the market.
 We need to continuouslyimprove our productivity and efficiency
to reduce cost.
 We are committing to a Lean process that is enterprise-wide and
that will help us improve our efficiencies.
 We need to build stronger relationships with our Top 5 Customers.
 Make our service commitments and if we fail, admit our mistake,
apologize, and learn how to improve and not repeat mistakes!
 Cost of re-investmentis high.
Threats

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 Industry strength or weakness: negative impact of
technology/digital age and the adjustment needed within the
industry.
 Impact of global economy on local business.
 Foreign currencyexchange rate variation: for example, the
US/Canadian dollar exchangerate fluctuations can impact our
business
Opportunities
 Technologychanges that drive new products and/or services
expansion; look for low cost and high margin opportunities and
ones that leverage our capabilities.
 Opportunity for growth in under-representedgeographic markets.
 Opportunity for growth in new locations;
Conclusion & Recommendations
Sometimes we cannot consider all population, all industry
products or the items for which we want to get analysis then we
choose a sample and draw the results. It has some shortcomings
but on whole for big units’ analysis it would be a better choice.
References:
 www.pepsicoindia.co.in
 www.facebook.com/KurkurePakistan
 Personal observations
 Wikipedia

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 Relevant text book of AIOU
 Teacher discussion