market research on dog food

Amity Business School

Amity Business School MBA Class of 2011, Semester 2

PRESENTED BY:

NINGOMBAM RASTOGI -18

RAMNEEK S SANDHEY - 46


Introduction• India is a big country with a population of 1.17 billion and

demands for imported food is on the rise over the years .• There is a huge market potential in the near future • Dog food is one of such items thus we conducted a

market research to find out the potential and constraints in the market


IMPORTED FOOD MARKET IN DELHI• I.N.A. in New Delhi• Modern Bazaar in New Delhi• Khan Market in New Delhi

Some items that are available at these markets Groceries, dried goods, spices, fresh fish, poultry and

meats, and a seemingly endless winding row of outside

stalls covered with canvas offering fruits, vegetables and non-food items


Strategy for Entering the Indian Market

Before entering into the market • Companies need to do market research on the potential

for their products and services before initiating sales. There are many qualified firms in India that can help with this service.

• Before selecting an agent, it is important to check the reputation, the customer base, flexibility and size of the potential partner. Also, it's not unusual to appoint more than one representative for different locations and markets


Why pet industry• Easier movement• Homogenized preferences• Big technology investments• Falling trade barriers


Dog food• Dogs are considered as dear members of the family and

their well-being becomes nearly as important as that of your partner and children

• Dog food is a material intended for consumption by dogs or other canines .Some people make their own dog food or feed their dogs meals made from ingredients

purchased in grocery or health-food stores; many others rely on commercially manufactured dog food


Dog food in india• Changing lifestyles in the form of the rise in nuclear

families and double income households have encouraged the growth of pet ownership in urban areas of India

• Increasingly, pets are being looked upon as companions and members of the family rather than as guard dogs


Market• The market for Dog Care in India increased between

2001-2006, growing at an average annual rate of 9.3%. The leading company in the market in 2006 was Mars, Inc. The second-largest player was Royal Canin S.A. The Indian pet food market is projected to have crossed 50,000 tonnes and is growing at a rate of 10-15 percent.

• It is also estimated that 30 percent of this market comprises imported products while the remaining products are locally manufactured and the pet packaging market has grown at a rate of nine.


Research objectiveTHE RATIONALE OF THIS STUDY IS TO

UNDERSTAND • The attributes such as price,qualities,availability,

ingredients affect consumers purchase intentions of particular brand.

• Whether these variables affect consumers purchase intentions significantly


Research methodology• The study is based on data collection with a sample size

of 157 respondents residing in National Capital Region• The questionnaire used for the sample survey is a close

ended questionnaire• We are trying to find out the association between the

brand and the attributes of dog food i.e is there any significant association between the brand and the attributes while taking a purchase decision for dog food

• We are carrying out probability sampling and to be specific we are doing simple random sampling.


Data collection• The study includes data collection with the help of a

questionnaire from the residents of National Capital Region, India. Data is collected by contacting the respondents and explaining them in detail about the survey. A total of 157 respondents from different areas were contacted so as to collect the information.


Research design• We conducted this research with the help of

Questionnaire and from the initial stages, to the final designing of questionnaire; we conducted our research through descriptive research design. It aims to specify the current market condition of dog food in Delhi market.

Statistical Tools Used : Chi square test is used as a test to verify the objectives


RESEARCH HYPOTHESIS

• Null hypothesis to test the significance.• There is significant association between the brand

and attributes while taking purchase decision for dog food.


Testing of Hypothesis• Using chi – square test testing hypothesis

These two variables were cross tabulated from a sample of 157 respondents for the sake of this data . A cross tabulation with a chi – square was done to get the result .

• Level of significance 0.05 at degree of freedom (12) is


• Chi- square calculated < Chi –square tabulated i.e.

21.03 < 21.26

• Null hypothesis is not rejected.

• Chi- square test basically answers, the null hypothesis is rejected or not at 0.05 significance level. We have the result of Chi-square test at the significance level is showing a significant association between the dependent( brands) and independent (attributes) variable while taking purchase decision at 95% confidence level.

• From the out put tables, we can conclude that there is a significant relationship between brands and attributes while taking purchase decision. Thus, we can conclude that the attribute plays an important role in the purchasing intension of a particular brand of Dog food.


CONCLUSION • The research work has been successfully completed and

it has helped us to understand the mindset of the consumers regarding the imported food product and the ways in which we should follow to always retain and acquired the customers.

• As the economy is improving and per capita income is raising,peoples are having enough money in their pocket and they are not hesitant to buy premium class products

• Also demand and condition of channels are improving as the retailers are changing their perception according to the condition of markets. Soon people become more aware about their health.


THANK YOU

market research on dog food

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