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    1) The document contains a study on consumer preferences and behaviors related to chewing gum brands. It includes details on the study such as participants, methodology, data collection methods, surveys, and results. 2) The results found that only 7 out of 40 respondents could correctly identify the gum brand and flavor in a blind taste test. However, 27 could recognize the brand but not the specific flavor. 3) The study also examined preferences on packaging, purchase locations, and factors that influence gum purchases. It was found that location of purchase is independent of both frequency of consumption and favorite gum brand.

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    1) The document contains a study on consumer preferences and behaviors related to chewing gum brands. It includes details on the study such as participants, methodology, data collection methods, surveys, and results. 2) The results found that only 7 out of 40 respondents could correctly identify the gum brand and flavor in a blind taste test. However, 27 could recognize the brand but not the specific flavor. 3) The study also examined preferences on packaging, purchase locations, and factors that influence gum purchases. It was found that location of purchase is independent of both frequency of consumption and favorite gum brand.

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    1) The document contains a study on consumer preferences and behaviors related to chewing gum brands. It includes details on the study such as participants, methodology, data collection methods, surveys, and results. 2) The results found that only 7 out of 40 respondents could correctly identify the gum brand and flavor in a blind taste test. However, 27 could recognize the brand but not the specific flavor. 3) The study also examined preferences on packaging, purchase locations, and factors that influence gum purchases. It was found that location of purchase is independent of both frequency of consumption and favorite gum brand.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    113 views21 pages

    RMD

    Uploaded by

    subhajitd_1
    1) The document contains a study on consumer preferences and behaviors related to chewing gum brands. It includes details on the study such as participants, methodology, data collection methods, surveys, and results. 2) The results found that only 7 out of 40 respondents could correctly identify the gum brand and flavor in a blind taste test. However, 27 could recognize the brand but not the specific flavor. 3) The study also examined preferences on packaging, purchase locations, and factors that influence gum purchases. It was found that location of purchase is independent of both frequency of consumption and favorite gum brand.

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    You are on page 1of 21

    1) Anjali Yadu : 1201008 2) Prajakta Kanade :1201036 3) Subhajit Das : 1201045 4) Surya Teja Nagula : 1201047 5) Surya Teja

    Pingali : 1201048

    Theory
    Majority of consumers typically buy a single brand of beer, cola, or margarine even though relative prices vary significantly over time, and consumers often cannot distinguish their preferred brand in blind taste tests (Thumin 1962; Allison and Uhl 1964).

    Coding
    Happydent wave mint - a1, b2 Centrefruit watermelon - a2 b3 Centrefresh mint Centrefruit fruit flavor a3 b4 a4 b5

    Research Framework

    Data Collection from Primary sources


    Survey Method Electronic Interviewing

    Internet

    Sampling Techniques

    Questionaire
    Were you able to identify the brand of the gum ? * Yes No Which Brand is it ? * Happy Dent Happy Dent White Happy Dent Wave Happy Dent Mint Center Fresh Center Fruit Wrigley's Boomer Center Shock Center Fresh Green Apple Center Fresh Mint Center Fruit Watermelon Center Fresh Watermellon Center Fruit "Fruit Flavour" Center Fresh fruit Flavour

    Favourite Brand
    Which is your favorite brand of chewing gum ? *The brand which you prefer to buy . Happy Dent Happy Dent White Happy Dent Wave Happy Dent Mint Center Fresh Center Fruit Wrigley's Boomer Center Shock Center Fresh Green Apple Center Fresh Mint Center Fruit Watermelon Center Fresh Watermellon Center Fruit "Fruit Flavour" Center Fresh fruit Flavour

    Results
    Incor rect, 1
    Incorrec t, 6 Correct, 6

    Corre ct, 13
    Centrefresh Centrefruit fruit flavor
    Incorrect, 4 Incorrect ,8 Correct, 11 Correct, 10

    Centrefruit watermelon

    Happydent Wave mint

    When do you usually take chewing gums? * After Meals Watching TV /Movies In Class Travelling After smoking In stress Other: How often do you like to have chewing gum ? More than 3 times a day Weekly Very Rarely Once in a day or two . Other: Package attractiveness affects my purchase decision towards chewing gum brands. * Yes No If yes ,Which packaging do you prefer ? Long strips Plastic wrapper . Paper wrapper . Tic - Tac

    Frequency of Use

    7% 18% 39% Once in a Day Very Rarely Weekly Others 36%

    Where do you usually buy chewing gums? * Groceries Dispensaries News Stand /Pan wala. In return for change . Do you Smoke ? *This survey is anonymous , we are not considering your identity . Yes No Do not want to reveal . Do you think Chewing a gum is good for health ? * Yes No Don't know Do you check for expiry date before buying the gum ? * Yes No Don't care .

    Once a Day

    Very Rarely

    After Meals After Smoking Anytime In Class Others After Meals

    Anytime
    Travelling

    Weekly

    After Meals Anytime Watching TV In Stress

    What is your preference regarding nutrients ? * Nutritionally-enhanced chewing gum Sugar Free Prefer the flavor above everything else . Oral Hygiene Do not care What would encourage you to have a new chewing gum ? * New flavor Attractive Pacakaging Functional benefits Suggested by peers . Other:

    Preferred Brand

    Male

    Female

    5 4 7 0 0 3 2 2 2 3

    Boomer

    Center Fresh

    Center Fresh Mint

    Wrigleys

    HappyDent

    CenterShock

    Effect of attractive packaging

    Weekly

    Yes Very Rarely No

    Once in a Day

    0%

    10%

    20%

    30%

    40%

    50%

    60%

    70%

    80%

    90%

    100%

    Test for location versus Frequency dependency


    Chi Square Test 1. Whether location/ store of purchase depends on the frequency of consumption Null Hypothesis: Location of purchase is independent of the frequency of consumption. Alternate Hypothesis: Location of purchase is dependent on the frequency of consumption

    Observed chi square statistic = 8.86292208 Degrees of freedom = 9 Critical value = 16.9189776 (for 5% level of significance) Result: The null hypothesis was accepted with a 5% level of significance. Conclusion: Location of purchase is independent of the frequency of consumption.

    Location affects preference on the favorite brand


    Chi Square Test Whether location/store of purchase depends on the favourite brand Null Hypothesis: Location of purchase is independent of favourite brand Alternate Hypothesis: Location of purchase is dependent of favourite brand

    Observed chi square statistic = 37.5217308 Degrees of freedom = 33 Critical value = 47.3998838 (for 5% level of significance) Result: The null hypothesis was accepted with a 5% level of significance. Conclusion: Location of purchase is independent of favourite brand

    Conclusion
    Only 7 out of 40 respondents were able to identify the brand and variant correctly. Only 27 out of 40 respondents could recognise the brand but not the variant correctly. Only 30 out of 40 respondents are satisfied with the brand they are given despite of knowing which brand it is Only 28 out of 40 respondents are satisfied with the brand of their choice, the rest are not . Approximately 25% of the respondents purchase chewing in exchange of change in the grocery shop irrespective of the brand. 40% of the sample population prefer to consume chewing gum for oral hygiene i.e. Happydent etc. Most preferred packaging was of Long Strips .

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