anuraj s zachariah_ pg20111041 mr
TRANSCRIPT
8/2/2019 Anuraj S Zachariah_ PG20111041 Mr
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“ Quaker Oats ”
Students name
PG roll no
Anuraj S Zachariah PG20111041
Gaurav Solanki
Chirag Arora
Mohd Saif
Pallavi jha
Submitted to Smitha G irija
Submitted on 21March 2012
Subject Marketing Research
Marks A llotted
Remarks(if any)
Proposal on Quaker Oats
Project Title
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To understand the consumer perception of Quaker Oats in South Delhi
Introduction
The Quaker Oats Company is an American food conglomerate based in Chicago. It
has been owned by PEPSICO since 2001. In August 2001, Quaker was bought out by
PEPSICO because Pepsi wanted to add Gatorade to its arsenal of beverages and thus
break into the isotonic sports beverage market. The merger created the fourth-
largest consumer goods company in the world. Though the main prize for PEPSICO
was Gatorade noncarbonated sports drink, Quaker's cereal and snack food division
serves as seemingly healthier complement to the existing Frito-Lay salty-snacks
division.
1) For consumer perception we have studied the online article from website
http://www.ijdesign.org/ojs/index.php/IJDesign/article/view/535/272 . This article is all
about how consumer perceive about a product by its appearance like Modernity, Simplicity
and Playfulness.
2. We reffered book “Not Eating Enough” by By Bernadette M. Marriott, Institute of
Medicine (U.S.). Committee on Military Nutrition Research Link:
http://books.google.co.in/books?id=dkcrAAAAYAAJ&pg=PA244&lpg=PA244&dq=consumer+
perception+about+quaker+oats&source=bl&ots=58FxEQ9F2P&sig=ZL11oZPdosjyz1AnkIQw
nC-Ty6Y&hl=en&sa=X&ei=4-VpT-
ViyIisB9rZ6J0C&sqi=2&ved=0CDgQ6AEwBA#v=onepage&q=consumer%20perception%20about%20quaker%20oats&f=false
In which perception of consumer by packaging and physical view of the product is
observed.
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3) We referred to eBook “Sensory and Consumer Research in Food Product design
and development By Howard R. Moskowitz, PhD, Jacqueline H. Beckley, MBA, Anna V. A.Resurreccion, PhD
Link:
http://books.google.co.in/books?id=pGb62wxSExgC&pg=PT25&lpg=PT25&dq=consumer+per
ception+about+quaker+oats&source=bl&ots=AbXjYcic59&sig=_zwid87St5W_eSfkbFhMWXI
Fgzw&hl=en&sa=X&ei=4-VpT-
ViyIisB9rZ6J0C&sqi=2&ved=0CDwQ6AEwBQ#v=onepage&q=consumer%20perception%20
about%20quaker%20oats&f=false
For consumer expectation , product perception ,dissatisfaction And “cognitive dissonance”
as a factor for consumer perception.
4.) Online Article Studied : “CONSUMERISM, CONSUMER EXPECTATIONS, AND
PERCEIVED PRODUCT PERFORMANCE” By:Rolph E. Anderson, Old Dominion University &Joseph F. Hair, Jr., The University of Mississippi Link: http://www.acrwebsite.org/volumes/display.asp?id=11992 (Association of consumer
research ) This article is all about Consumer expectation , product perception ,dissatisfaction, cognitive
dissonance as a factor for consumer perception about a product. 5. The National Academies Press
Website http://www.nap.edu/openbook.php?record_id=5002&page=239
Its all about How can a product be optimized? Should a new product be introduced, or
should an old product continue? What new food ideas are desired by consumers?
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6. We studied about the Quaker oats from Official website
Website:http://www.quakeroats.com
7. we studied how companies grab attention of consumers through packaging and
logo.Link: http://matt-johnson.suite101.com/trends-in-supermarket-packaging-and-logos-
a370400
8. ebook “MKTG4 2010”
By Charles W. Lamb, Joseph F. Hair, Carl McDaniel
Link: http://books.google.co.in/books?id=ZmzEmTxm6t4C&pg=PA161&lpg=PA161&dq=consumer
+perception+about+quaker+oats&source=bl&ots=fhE2MiKnOs&sig=ACMVhaAn9vVs0wIJTjL
zDk8iY8A&hl=en&sa=X&ei=Ae9pT43zO8KtrAem3uT8Aw&ved=0CEoQ6AEwBzgU#v=onep
age&q=consumer%20perception%20about%20quaker%20oats&f=false
Research Objectives
1. To understand the consumer perception of Quaker Oats
2. To know the brand awareness of Quaker Oats
3. To know the brand visibility in the Indian Media
4. To understand Indian consumer’s health consciousness and the penetration
of health foods and cereals
5. Analysis of the brand value of Quaker Oats in the Indian Market
Methodology