To Study the Consumer Awareness & Perception Towards Packet Chips

Topics: Snack foods, Sampling, Factor analysis Pages: 18 (5008 words) Published: October 17, 2011
T.A. PAI MANAGEMENT INSTITUTE

To Study the Consumer Awareness & Perception towards Packet Chips Market Research Report

Submitted by: Prasenjeet Acharjee

Executive Summary
The primary objective of our research is “To Study Consumer Awareness and Perception towards Packet Chips”. In order to find this, the research objective was further sub-divided in the following secondary objectives:     To study whether the consumers are aware about the packet chips or not. To check the awareness level about the packet chips among the consumers. To find out the factors which the consumers think are important while they are buying snacks. To find out how packet chips are rated on the factors which the consumers think are important while selecting a snack. Firstly, an Exploratory Research was carried out to provide an insight and to understand the problem more precisely. There were two methods used in the Exploratory Research:   In-depth Interviews with the Store keepers in and around Manipal. Focus Group Discussion with the consumers.

The information obtained from the in-depth interviews and focus group discussions were used in further research and in particular it was used in the design of the questionnaire. Based on the findings of exploratory research, a questionnaire was designed and a Pilot Survey was conducted. Pilot Survey was conducted to detect the weakness in the data collection instrument (i.e. the Questionnaire in this case) and also to provide proxy data for selection of a probability sample. Based on the pilot survey results, the questionnaire was refined and the final Questionnaire for carrying out the actual research was designed. Analysis was done based on the data obtained from Pilot Survey using SPSS and the results obtained were also used in estimating the sample size for the actual research. The pilot survey would then be followed by the actual research which would involve collecting primary data from the respondents through Questionnaire. The data will be analyzed using Excel and SPSS tools to study the consumer awareness and perception of consumers towards packet chips. 1|Page

Contents
Research Objective ....................................................................................................................................... 3 Description of the Research Objective ......................................................................................................... 3 Industry Analysis ........................................................................................................................................... 4 Definition of Constructs ................................................................................................................................ 6 Research Methodology ................................................................................................................................. 6 Scope ............................................................................................................................................................. 7 Exploratory Research .................................................................................................................................... 7 In-Depth Interviews .................................................................................................................................. 7 Focus Group Discussions ........................................................................................................................... 8 Pilot Survey ................................................................................................................................................... 9 Questionnaire Design................................................................................................................................ 9 Results from the Pilot Study...
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