Final Project Fall- 2011

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This report indicates the Applications of Statistics & Inferences tools in Business World; for this purpose we have chosen the data of two famous Brands Shan & National Foods. This report gives an idea how to utilize these Statistics & Inferences functions in our real life.

MBA (Evening)

PAF-KIET City Campus

December 02, 2011

Final Project of Statistical Analysis for Fall-2011

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Statistics & Inferences (55488)

Group Participants: Toufeeq Ahmed (55302) Sadia Iftikhar (55502) Abdul Waseem (55475) Nazakat Ali (55447) Javed Mehmood (55286)

December 02, 2011

Course Facilitator: Sir Rizwan Farooqui

Group Name: Charlie CID # 55488

ACKNOWLEDGMENT

We are profoundly grateful to Almighty Allah for enabling us to accomplish this Project!

We are sincerely thankful to our supervisor Sir Rizwan Farooqui (Course Facilitator: Statistics & Inferences) for extending best possible support and cooperation for giving us the idea for making such report on practical basis. He got a strong command on the subject and the topics he covered, during entire semester, would help us a lot while implementing this knowledge in our practical life.

We are also thankful to all those who helped us in filling out the questionnaires and provided us meaningful information for completion of this project.

With the guidance of our supervisor we really enjoyed working on this project as it was a great learning process with a team’s effort!

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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 Masalah Mix.

Objective of Research To identify the market leader in Recipe Masalah Mix and its benefits To examine the most successful Recipe Masalah To compare the Brand image, Brand loyalty and brand usage of Shan & National To investigate the customer loyalty and satisfaction with brand

Target Population Females of age 18 to 54 years.

Sampling Technique

“Random Sampling" technique was used in this project.

Sample Size The sample size for this study is 80 and all of them belong to different areas of Karachi and they included only those people who use Recipe Masalah Mix.

Hypothesis Shan is the market leader in recipe Masalah Mix industry with strong brand image and

brand usage. Biryani Recipe Masalah has more usage rate than other recipe Masalah.

Interviewing Methodology Close ended Questionnaire.

Brand Tracking Survey

Brand Awareness

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

Recall S. No. Brand Frequency Percentage

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

Comments: 46.3% customers can recall Shan more easily as compare to National 12.5%, but 41.3% customers can recall Shan and National both. 2) Which of the following promotional campaigns of our product are you aware of?

Awareness S. No. Media Frequency Percentage

1 TV Ads 64 80.0% 2 Newspapers 6 7.5% 3 Others 10 12.5% Total 80

Comments: TV advertisement is more effective and powerful tool of communication with 80% as compare to newspaper 7.5% and other communication tools include point of Sale, Discounts etc is 12.5%.

Brand Usage 3) Which Brand of Recipe Mix Masalah do you use most?

Brand Usage S. No. Brand Frequency Percentage

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

Total 80

Comments: 68.8% people are user of Shan and 28.8% of National, only 2.5% uses both. 4) Your average usage per month?

Average Usage S. No. Month Frequency Percentage

1 0-2 25 31.3% 2 3-5 30 37.5% 3 6 or more 25 31.3% Total 80

Comments: 37.5% customers are medium user of packet Masalah, 31% are light user and 31% are heavy user of packet masalah.

5) How often do you use?

Consumption S. No. Time Period Frequency Percentage

1 5 Days 25 31.3% 2 Weekly 30 37.5% 3 Bi-Weekly 13 16.3% 4 Monthly 12 15.0% Total 80

Comments: 31.3% people use a Packet Masalah within 5 days, 37.5% weekly, 16.3% bi-weekly and 15% monthly. 6) Which Product you use most?

Product Category 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

Comments: Biryani Masalah 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 Masalah is 8.1%.

7) How long have your been using? Usage History

S. No. Year Frequency Percentage 1 1 to 2 6 7.5% 2 3 to 4 8 10.0% 3 More than 4 66 82.5% Total 80

Comments: 82.5% customer is regular user of packet masalah using since more than 4 years and 10% since three to four years whereas 7.5% are new user using since 1 to 2 years.

Brand Judgment

8) What is your loyalty with your Brand? Loyalty

S. No. Option Frequency Percentage 1 I would recommend to others. 57 71.3% 2 I would re-purchase in future. 18 22.5% 3 I would switch to other brand. 5 6.3% Total 80

Comments: 71.3% customer has strong loyalty with their brand and they would recommend packet masalah to other and 22.5% customers has medium loyalty and they would re-purchase it in future, and only 6.3% has none loyalty and would switch to other brand. 9) Do you use the same brand for all Recipes or different?

Recipes of Brand S. No. Option Frequency Percentage

1 Same 60 75.0% 2 Different 20 25.0% Total 80

Comments: 75% customers prefer same brand for all recipe and shows strong loyalty and satisfaction, whereas 25% customers used different brand for different recipe.

10) How is your experience with your brand?

Level of Satisfaction S. No. Rank Frequency Percentage

1 Highly Satisfied 23 28.8% 2 Satisfied 53 66.3% 3 Dissatisfied 4 5.0% Total 80

Comments: 28.8% customers are highly satisfied with their brand and 66.3% are medium satisfied with the brand they use, and only 5% are dissatisfied with their brand. 11) Under what circumstances, would you switch to competitors?

Purchase Intent S. No. Rank Frequency Percentage

1 Others are offering low prices. 9 11.3% 2 Other is offering better Taste/ Aroma 71 88.8% Total 80

Comments: 88.8% are quality conscious and would switch to competitor only if they are offering better taste and aroma because they see the taste and aroma best benefit of packet masalah, whereas only 11.3% of the customers are price conscious and will switch their brand if competitor offers law prices.

Brand Performance

12) What is the most important aspect of Brand?

Features S. No. Freature Frequency Percentage

1 Price 12 15.0% 2 Taste & Aroma 52 65.0% 3 Availability 10 12.5% 4 Packaging 6 7.5% Total 80

Comments: 65% Customers prefer Taste & Aroma an important aspect / benefit of their brand, whereas other prefers Price, Availability and Packaging which is accumulated 35%. 13) What packaging is more appealing?

Packaging S. No. Packaging Frequency Percentage

1 25 gm 31 38.8% 2 50 gm 30 37.5% 3 Double Pack 19 23.8% Total 80

Comments: 38.8% customers said that 25gm packaging is more appealing, for 37.5% customer 5gm packaging is more appealing, and 23.8% suggests that double pack is more appealing.

14) How much times it takes to cook with Packet masalah?

Time Saving S. No. Time Saving Frequency Percentage

1 Less time 47 58.8% 2 More time 3 3.8% 3 No Effect 30 37.5% Total 80

Comments: 58.8% customer suggests that packet masalah is less time consuming, 37.5% suggest that there is no effect on time to cook with packet Masalah for cooking, and only 3.8% suggested that more time consumed for cooking by packet masalah.

Brand Image

15) Which Brand of Recipe Mix Masalah do you consider as the market leader and most consumed brand?

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 for Masalah brand and 21.3% customers consider National, whereas 6.3% customers consider both Shan and National as market leader.

Biographical Data

16) Age in years:

S. No. Year Frequency Percentage 1 Upto 24 18 22.5% 2 25 - 34 48 60.0% 3 35 - 44 10 12.5% 4 45 - 54 4 5.0%

Total 80

17) Marital Status:

S. No. Status Frequency Percentage 1 Single 31 38.8% 2 Married 42 52.5% 3 Prefer not to tell 7 8.8% Total 80

18) Education Level:

S. No. Education Frequency Percentage 1 Matric 5 6.3% 2 Intermediate 12 15.0% 3 Graduate 43 53.8% 4 Post graduate 20 25.0% Total 80

19) Gross Monthly Household Income:

S. No. Income Frequency Percentage 1 Rs. 25,000 or less 9 11.3% 2 Rs. 25,000 – 50,000 27 33.8% 3 Rs. 50,000 – 75,000 31 38.8% 4 Rs. 75,000 – 100,000 11 13.8% 5 Above Rs. 100,000 2 2.5% Total 80

20) Residence:

S. No. Location Frequency Percentage 1 DHA/Clifton 8 10.0% 2 PECHS/Society 3 3.8% 3 Gulshan/Johar 12 15.0% 4 FB Area 9 11.3% 5 Nazimabad & North Area 20 25.0% 6 Old City 2 2.5% 7 Orangi /Korangi/Malir 26 32.5%

Total 80

Question No. Description

SHAN NATIONAL BOTH TOTAL Freq. % Freq. % Freq. % Freq. %

1 Brand Awareness 37 46.30% 10 12.50% 33 41.30% 80 100% 3 Brand Usage 55 68.80% 23 28.80% 2 2.50% 80 100% 15 Brand Image 58 72.50% 17 21.30% 5 6.30% 80 100%

TOTAL 150 50 40 240

Mean 50.00 16.67 13.33

S.D 11.36 6.51 17.10

Sample Variance 129.00 42.33 292.33

Co. of Variance 22.7% 39.0% 128.2%

Range 21.00 13.00 31.00

Max 58.00 23.00 33.00

Min 37.00 10.00 2.00

Count 150.00 50.00 40.00

Statistical Analysis

References/Sources Statistics for Business and Economics, 6th Edition, Paul Newbold, William L Carlson and Betty

Thorne. Elementary Statistics 5th Edition, Allan G. Bluman. Shan Foods website: http://www.shanfoods.com. National Foods website: http://www.nfoods.com. Internet Search Engine www.google.com. PAF-KIET site www.pafkiet.edu.pk. Microsoft Excel Tools.

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