Survey report of chips in the Bangladesh-Consumer

CONSUMERS’ SURVEY
REPORT
On Chips (Dhaka Metro)
Total Respondent: 1177
©Md. Arifur Rahman Hera

 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:

OBJECTIVE OF THE STUDY
 Broad objective:
To understand consumer & customer preference brand (Chips) and reason behind.
 Specific objective:
• To determine demographic, geographic and social status wise Target consumer (TG) preference
and their characteristics.
• To identify consumers’ preference of chips in terms of brand, flavor, pack size, packaging, gift items
etc. & their consumption pattern.
• To understand target consumers buying behavior in terms of price, quantity, availability, location
etc.
• To identify actual TG consumer & customer of chips & their consumption pattern.
• To identify the most effective channel of promotion as per TG characteristics & preference media.
• To identify which brand holds strong position in consumers’ mind. (Top of Mind)
• To get clear idea about TG expectation for new chips in terms of price, flavor etc.
• To understand consumers’ overall satisfaction about existing chips price vs. quantity.

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 1177 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: Consumer survey & Customer survey.
• Contact method: Personal interviewing.

Male
67%
Female
33%
Sex of the respondents
5 to 10
6%
11 to 15
26%
16 to 20
28%
21 to 25
32%
26 to 30
5%
above 30
3%
Age of the
respondents

Student,
91%
Service,
6%
Business,
1% Others, 2%
Occupation of the respondents
Rent
80%
Own
20%
Residence status
Yes,
25%
No, 75%
Family car

Q:1 WHICH ONE IS YOUR FAVORITE
CHIPS BRAND?
4%
2%
14%
7%
13%
8%
19%
18%
8%
3%
5%
Poppers Cheese
puffs
Lay's KurKure Alooz Sun chips Potato
Crackers
Mr. Twist Meridian Pringles Others
Mostly preferred Chips brand

Q:2 HOW OFTEN DO YOU CONSUME
CHIPS?
5%
30%
49%
14%
1%
More than once daily
One pack daily
3-6 pack weekly
2-3 pack monthly
Once in each month or less
Consumption rate

Q:3 WHICH CHIPS FLAVOR DO YOU
LIKE MOST?
22%
28%
25%
3%
6%
1%
13%
2%
1%
Tomato
Spicy
Masala
Cheese
Hot & Sour
Classic Salt
Chicken
Salt-peeprs
Others
Most preferred Chips flavor

Q:4 WHICH ATTRIBUTES OF THE FOLLOWING DO
YOU CONSIDER MOST WHEN YOU PURCHASE A
CHIPS?
6%
5%
78%
8%
1%
1%
0%
Brand Name
Price
Flavor/Taste
Quality
Availability
Quantity
Gift items
Most considerable attributes

Q:5 WHAT PACK SIZE DO YOU PURCHASE MOST?
(IN PRICE)
3%
30%
45%
6% 4%
12%
Tk. 5 Tk. 10 Tk. 15 Tk. 20 Tk. 25 Tk. 40 & above
Mostly preferred pack size
Note: Only Potato Crackers, Cheese puffs and some other brands are offering MRP Tk 10 or less,
whereas, rest of the brands e.g. Mr. Twist, Sun Chips, Meridian, Lay’s etc. are offering MRP Tk 15
and above.

Q:6 WHERE DO YOU GET OR BUY CHIPS?
(PURCHASE POINT)
59%
27%
13%
1%
Groccery shop
Tong shop
Super shop
Others
Preferred purchase point

Q:7 WHO IN YOUR FAMILY MAKE OR
INFLUENCE PURCHASE DECISION?
Parents, 9%
Husband/wife, 1%
Children, 3%
Self, 84%
Others, 3%
Purchase decision taker or influencer
Age group
between
11-15 (31%)
16-20 (22%)
21-25 (8%)
26-30+ (5%)

Q:8 WHO IN YOUR FAMILY PREFER CHIPS
EXCEPT YOU? AND THEIR AGE LEVEL.
Brother,
34%
Sister, 36%
Parents,
4%
All, 26%
Chips consumers in a family
5 to 10
34%
11 to 15
31%
16 to 20
22%
21 to 25
8%
26 to 30
4%
above 30
1%
Consumers' age group in family

Q:9 WHEN DO YOU PREFER CHIPS
MORE?
21%
15%
8%
33%
16%
7%
Tiffin Tour Shopping Gathering
(Adda)
Evening Snacks Tv time
Prefer time for having chips

Q:10 WHAT TYPES OF GIFT ITEM DO YOU PREFER MOST
WITH CHIPS?
34%
16%
5% 7%
33%
6%
Toy Tattoo/Sticker Display Card Puzzle Cash
discount
Any other
Preferred gift items (Overall)
Note: Our survey shows that, most buyers age group is respectively 11-15 (33%), 16-20 (24%),
21-25 (15%), 5-10 (15%), 26 to above (13%). That’s why children those respondents age are
between 5 to 15 mostly preferred Toys but rest young respondents like to get direct cash
discount with chips. ©Md. Arifur Rahman Hera

AGE LEVEL WISE PREFERRED GIFT ITEMS
(CONT.)
76%
15%
4%
2%
0%
4%
Toys
Tattoo/Sticker
Display Card
Puzzle
Cash discount
Any other
Preferred gift items (Age level 1 to 10)
51%
30%
6%
4%
7%
2%
Toys
Tattoo/Sticker
Display Card
Puzzle
Cash discount
Any other

(CONT.)
23%
17%
6%
13%
34%
7%
Toys
Tattoo/Sticker
Display Card
Puzzle
Cash discount
Any other
30%
10%
4%
6%
47%
4%
Toys
Tattoo/Sticker
Display Card
Puzzle
Cash discount
Any other

(CONT.)
16%
11%
2%
2%
50%
18%
Toys
Tattoo/Sticker
Display Card
Puzzle
Cash discount
Any other
Preferred gift items (Age level 26 to 30+)
Note: Beside cash discount & other gifts consumers are like to get bundle offer, product free etc.

Q:11 WHAT IS YOUR SOURCE OF INFORMATION
THAT INFLUENCE YOU TO PURCHASE CHIPS?
37%
27%
5%
30%
1%
TV FnF Retailers Product display Internet
Media preference

Q: 12 IF YOU ARE ASKED, WHICH
BRAND(CHIPS) DO YOU SUGGEST TO OTHER
PERSON?
21%
15%
5%
21%
7%
25%
7%
Lay's Alooz KurKure Mr. Twist Meridian Potato
Crackers
Sun Chips
CONSUMERS TOP OF MIND

Q:13 WHICH BRAND CHIPS PACKAGING IS MOST
ATTRACTIVE TO YOU?
Lay's Alooz KurKure Sun Chips Potato Crackers Any other
29%
13%
8% 7%
19%
24%
Preferred chips packaging
Ring
Chips
Dong
Dong
Mr. Twist
Curl

Q:14 HOW WOULD YOU RATE YOUR OVERALL
SATISFACTION ABOUT CHIPS PRICE VS. QUANTITY?
7%
61%
21%
10%
1%
Very satisfied
Some what satisfied
Neutral
Some what dissatisfied
Very dissatisfied
Level of satisfaction about chips price vs. quantity

CONCLUSION
• This market research has exposed the consumers’ & Customers’ preference brand & reason
behind and also, the opportunity and potentiality of current market. From this research, we get
consumers & customers preferred brands are mainly Potato Crackers (19%), Mr. Twist (18%), Lay’s
(14%), with KurKure, & Cheese puffs having lower percentages.
• Taste, quality and packaging and availability are the core consideration for purchasing these
brands.
• From market research, we get beside crackers category chips there is strong consumer demand
of real potato chips like Alooz, Sun Chips & Lay’s. But comparatively, there is less demand of
cheese category chips e.g. Cheese puffs, Poppers etc. To promote cheese based chips we have to
formulate different strategy by highlighting cheese benefits and associated nutrition.
• So, from the inception, we propose to consider all the factors and attributes that a consumer
often considers when purchasing Chips. Effective marketing strategy will have to be developed
on the basis of findings of this extensive market research of chips.

Survey report of chips in the Bangladesh-Consumer

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to Survey report of chips in the Bangladesh-Consumer

Similar to Survey report of chips in the Bangladesh-Consumer (20)

Recently uploaded

Recently uploaded (8)

Survey report of chips in the Bangladesh-Consumer