Brand Equity OfShan & National Masalah

Final Project (Fall 2011)

Application of Statistics & Inferences Tools

Charlie Group

 

Group Participants:

Toufeeq Ahmed

(55302)Sadia Iftikhar (55502)Abdul Waseem (55475)Nazakat Ali (55447)Javed Mehmood (55286)

 

Group Participants:

Toufeeq Ahmed

(55302)Sadia Iftikhar (55502)Abdul Waseem (55475)Nazakat Ali (55447)Javed Mehmood (55286)

PAF-KARACHI INSTITUTE OF ECONOMICS &

TECHNOLOGY

Course Facilitator: Sir Rizwan Farooqui

Class ID # 55488

Course Facilitator: Sir Rizwan Farooqui

Class ID # 55488

Problem Statement

This research is based on the five tested and validated constituents of brand equity. The current issue contains the brand image / equity and marketing mix of Recipe Masala Mix.

Objectives To identify the market

leader in Recipe Masala Mix and its benefits

To examine the most successful Recipe Masala

To compare the Brand image, Brand loyalty and brand usage of Shan & National

To investigate the customer loyalty and satisfaction with brand

INTRODUCTION

Target Population: Females of age 18 to 54 years

Sampling Technique: Simple Random Sampling

Sample Size: 80 females of different areas of Karachi who use Recipe Mix Masala

Interviewing Methodology: close ended Questionnaire

Hypothesis:

Shan is the market leader in recipe Masala Mix industry with strong brand image and brand usage.

Biryani Recipe Masala has more usage rate than other recipe Masala

METHODOLOGY

When do you hear the word “Recipe Mix Masala” which brands can you easily recalls?

BRAND AWERNESS/ RECALL

Recall S. No. Brand Frequency Percentage

1 Shan 37 46.3% 2 National 10 12.5% 3 Both 33 41.3% Total 80

Comment:46.3% customers can recall Shan more easily as compare to National 12.5%, but 41.3% customers can recall Shan and National both.

BRAND AWERNESS/ RECALL

n1 80 n2 80

0.46 0.12

0.29 0.71

0.54 0.88

Step 1:H0: p1 = p2

H1: p1 > P2

 Step 2: Since α = 0.05 Critical Value are 1.65 

On the basis of above data researcher claim that recall of Shan masala is greater than National. Is there enough evidence to support the claim at α = 0.05 and also fine 95% confidence interval for the difference of proportions.Solution:

Step 3: If we put the all values in the above mention formula then we find that Calculated Z Value is 4.7 that is greater than Critical value.

Step 4: Reject the null hypothesis, because when we draw the graph, the calculated z value falls in the critical region

(it is just a sample graph)

Step 5: It is concluded that there are not enough evidence to accept the null hypothesis that P1 is equal to P2. So we will accept the alternative hypothesis that P1 is greater than P2.

Estimation of Two proportions:

 If we put the values in the above mention formula of Estimation for the difference of two proportions then we find that 0.21 < P1 –P2 < 0.47 Since 0 is not contained in the interval, the decision is to reject the Null hypothesis.

Comment:From hypothesis testing it is prove that Shan has better recall than National. Possible reason could be that people like the taste of Shan and use it more than national or it could be possible that advertisements and promotional campaign of Shan is more better and stronger than National.

BRAND AWERNESS/ RECALL

Which Brand of Recipe Mix Masala do you use most?

BRAND USAGE

Comment:68.8% people are user of Shan and 28.8% of National, only 2.5% use both brands.

Brand Usage S. No. Brand Frequency Percentage

1 Shan 55 68.8% 2 National 23 28.8% 3 Both 2 2.5%

Total 80

Researcher found that 55 out of 80 randomly selected women use Shan masala and 23 out of 80 randomly selected women use National masala1. Is there a significant difference in the proportions at the 0.05 significant level? 2. Also find the 95% confidence of interval for the difference of proportions.

BRAND USAGE

n1 80 n2 80

0.68 0.28

0.48 0.52

0.32 0.72 Step 1:

H0: p1 = p2 H1: p1 ≠ P2

Step 2: Since α = 0.05 Critical Value are ± 1.96 Step 3:

The two samples are significantly different.

RESULT

Z Calculated Value 5.5258

Two-tailed P-Value < 0.0001

95% confidence intervals

Maximum/ upper 0.5419

Minimum/ lower 0.2581

BRAND USAGE

Step 4: Reject the null hypothesis, since the calculated z value falls in the critical region .

(it is just a sample graph)

-1.96 1.96

2.5%2.5%

Step 5: It is concluded that there are not enough evidence to accept the null hypothesis because Z calculated value falls under rejected region.

Comments: From hypothesis testing and confidence interval it is prove that there is a significant difference between proportions of Shan and national. And if we see the percentage of usage rate, we conclude that Shan has more customer as compare to national. Following could be reasons of this 1. Better taste of Shan as compare to National 2. Better technology (Shan is using V lock technology that helps to keep the

freshness and taste of masala inside and protect it from humidity) 3. Same price 4. Shan has more variety of recipe mix

Which Brand of Recipe Mix Masala do you consider as the market leader ?

BRAND IMAGE

Successful Brand S. No. Brand Frequency Percentage

1 Shan 58 72.5% 2 National 17 21.3% 3 Both 5 6.3% Total 80

Comments:

72.5% customers consider Shan as a market leader in recipe mix industry and 21.3% customers consider National, whereas 6.3% customers consider both Shan and National as market leader.

72% women of a sample 80 consider the Shan masala as a market leader and 17 out of 80 women consider the National as a market leader of Recipe mix. Is there a significant difference in the proportions of two samples. Also find the 95% confidence interval for Shan masalah..

Solution:

n1 80 n2 80

0.72 0.21

0.46 0.54

0.28 0.79

BRAND IMAGE

Step 1: H0: p1 = p2 H1: p1 ≠ P2

Step 2: Since α = 0.05 Critical Value are ± 1.96 Step 3:

If we put the all values in the above mention formula then we find that calculated z value is 6.47 that is greater than Critical value.

Step 4: Reject the null hypothesis, since the calculated z value falls in the critical region (it is just a sample graph)

-1.96 1.96

2.5%2.5%

Step 5: It is concluded that there are not enough evidence to accept the null hypothesis that P1 is equal to P2. So we will accept the alternative hypothesis that P1 is not equal to P2.

BRAND IMAGE

Estimation for Shan:As we have to calculate the confidence of interval just for Shan masala so here we will use single proportion formula for estimation i.e.

Solution:

n 800.720.28

α 0.05

If we Put all these values in formula we get answer 0.62 < P < 0.82 Therefore, one can say with 95% confidence that true percentage of people who consider shan as a market leader is between 62% and 82%.

Comments: From hypothesis and confidence interval it can be concluded that most of people consider the Shan as a market leader. It is because from above two question questions we have concluded that shan has better recall and usage rate as compare to national. We have studied in marketing “the brand that has more consumers will be the market leader”.

Which Product/ Recipe do you use most?

Bi QNih Ka Ot

0

10

20

30

40

50

SUCCESSFUL PRODUCT

Successful Recipe S. No. Product Frequency Percentage

1 Biryani 41 51.2% 2 Qorma 14 17.1% 3 Nihari 10 12.2% 4 Karahi 9 11.4% 5 Other 7 8.1% Total 80

Comment:

Biryani Masala is number one with the usage rate 51.2%, Qorma on 2nd with 17.1%, Nihari on 3rd with 12.2%, Karahi on 4th with 11.4%, and usage of other Masala is 8.1%.

It is Claim that biryani masala is the most successful product of recipe mix with the usage rate at least 50% as compared to other recipe masala. A Sample of 80 randomly selected women was asked about most consumable Masala, in which 41 answered with Biryani masala. At α = 0.05 test the claim that biryani masala has usage rate at least 50%.

SUCCESSFUL PRODUCT

Solutions:n 80

0.510.49

p 0.5q 0.5α 0.05

Step 1: H0: p ≥ 0.5 H1: p < 0.5

Step 2: since α = 0.05 critical value is 1.65

Step 3: put all the above mention values in the following formula

Then z calculated = 0.090Step 4: Accept the null hypothesis, since the calculated z value falls in non-critical region (it is just a sample graph)

SUCCESSFUL PRODUCT

Step 5: It is concluded that there are enough evidence to accept the null hypothesis that usage rate of biryani masala is greater than or equal to 50%

Estimation:

Put the values in the above mention formula to calculate the 95% confidence interval.

0.40 < p < 0.69

Hence one can say with 95% confidence that true percentage of biryani masala consumption is 40% and 69%.

Comments: From hypothesis testing and confidence interval we can conclude that biryani masala is more successful product among all other recipe mix masala. Reason could be that people like rice dishes more as compare to other dishes. There could be one more reason that sample data was collected from different areas of Karachi. And we know that Karachi weather is different from other cities and it is an urban city where most of work done is in offices. So it could be possible that Karachi people prefer rice as they are light and digest easily. It could be possible if we survey to other cities of Pakistan, people may not like biryani or rice dishes.

Conclusion of the Research

From all above data and analysis we can easily conclude that Shan better recall and consumption rate due to its taste and products variety. And because of this people consider it as a market leader as well. Regarding products range, we can conclude that Biryani Masala is most successful product.

Questions