CONSUMER BEHAVIOR

PROGRAM: BBA
SECTION: C

FINAL PROJECT
LAL SHARBAT (JAM-E-SHIRIN VS ROOH AFZA)

Submitted to:
Mr. Mobin ul Haq
Submitted by:
Nabeel Malik

083805-190

Shahbaz Ahmad

083805-204

Adeel Iqbal

083805-219

Muhammad Nasir

073605-002

DATE: 10-01-2012

Table of Contents
Contents
Executive Summary.................................................................................................... 3
Research objectives:................................................................................................... 4
Research Variables:.................................................................................................... 4
Research Methodology:.............................................................................................. 4
Segmentation:............................................................................................................ 5
Target Market:............................................................................................................ 5
Motivation:................................................................................................................. 5
Goal:........................................................................................................................ 5
Cognitive component:................................................................................................ 5
Affective component:................................................................................................. 6
Conative component:................................................................................................. 6
Changing Attitudes:.................................................................................................... 6
By associating with a famous personality:..................................................................6
By knowledge function:.............................................................................................. 6
Presenting the product features in a new light:..........................................................7
COMPARISON BETWEEN ROOH AFZA AND JAM-E-SHIRIN............................................7
CONSUMPTION PATTREN AND BRAND PERCEPTION.................................................7
TASTE...................................................................................................................... 8
PACKAGING.............................................................................................................. 9
BUYING BEHAVIOR................................................................................................. 10
HEALTHYNESS........................................................................................................ 11
CONCLUSION............................................................................................................ 13
Ad Theme:................................................................................................................ 13

Executive Summary
The product which we selected is Lal Sharbat in which we compare Jam-e- shirin (A product of
qarshi) with Rooh Afza (A product of hamdard.).We conducted a survey and sample size of our
survey is 50. After that we do our analysis on SPSS (Stastical programme for social sciences).In
our sample 44 are males and remaining 6 are females out of 50.We compare these two products
in term of consumption pattern, taste, price, packaging, healthiness and buying behavior.
Our analyzing we come to know that 31 people consume it with family and 10 said alone and
remaining with family and at meetings. More people like taste of jam-e- shirins compare to Lal
Sharbat. From packaging point of view people like Rooh Afza packaging much more as compare
to jam-e-shirin.and more people are interested in buying Rooh afza as compare to jam-e-shirin.
Similarly people think Rooh afza is better for health as compare to jam-e-shirin. Except taste
people think that taste of jame-shirin is good as compare to Rooh afza. . If we see overall people
like Rooh afza more as compare to jam-e-shirin.

Research objectives:
The objectives of this research are:
1.
2.
3.
4.
5.

Segmentation of Rooh afza

Target market
Measuring attitude of people toward Rooh afza
Changing attitude towards Rooh afza
Developing an Ad

Research Variables:
Research variables in this research are:

Age
Gender
Income level
Energetic
Packaging
taste

Research Methodology:

Data Type: The data type will be the primary

Data Collection Method: Data collection method is based on the questionnaires.
Measurement Methods: Data will be measured with help of SPSS software
Sampling Plan
Population: Our population for this research is all those people who love Lal

sharbat.
Sample Size: Sample size will range from 50.

Segmentation:
We do segmentation on the basis of
We made segmentation on the following basis:
1.
2.
3.
4.
5.
6.

Demographic Segmentation
Psychographic
Psychological
Sociocultural Segmentation
Use-Related Segmentation
Use-Situation Segmentation

Target Market:
Our target market is not related to specifies segment we do target mass segmentation as everyone
use this product.

Motivation:
Our motivation is that by drinking lal sharbat we feel fresh and comfortable.

Goal:
The basic goal is to remove thirst and feel fresh and energetic.
Attitude model:
We implement Tricomponent model.

Cognitive component:
From research we find out that people have good experience of Lal sharbat
and further they like Rooh afza as compare to jam-e-shirin.

Affective component:

People are emotionally attached with this product. They are using it intergenerational.

Conative component:
People have good and positive attitude toward this product because it remove their thirst.

Changing Attitudes:
The need of people is to increasing for soft drinks like lal sharbat and the reason is global
warming more and more people are moving toward drinks especially in case of pakistan where
approximately nine to ten months in a year is hot.

We use the knowledge function, associating the product with a sports personality
and presenting the product features in a new light.

By associating with a famous personality:

We can associate our product with famous and well known personality like Imran khan who tell in ad
that it really give freshness and energetic.

By knowledge function:
We can make the people more aware by telling that an ingredient in jam-e-shirin is much more energetic
and good as compare to its competitor.

Presenting the product features in a new light:

The jam-e-shirin can be presented with new design. Ten percent more on same price telling that now with
more energetic and new ingredients to keep you cool

COMPARISON BETWEEN ROOH AFZA AND JAM-E-SHIRIN

CONSUMPTION PATTREN AND BRAND PERCEPTION
Out of 50 people 29 uses it occasionally, 3 use it daily and 2 out of 50 two times a day. When we
ask them which brand comes in your mind 33 out of 50 said Rooh Afza and only 17 said Jam-e
-shirin.31 people consume it with family and 10 said alone and remaining with family and at
meetings.

When someone says Lal Sharbat which brand comes to your mind?
Frequency
Valid

Percent

Valid Percent

Cumulative Percent

Jam-e-Shirin

17

34.0

34.0

34.0

Rooh Afza

33

66.0

66.0

100.0

Total

50

100.0

100.0

How frequently do you consume Lal Sharbat?

Count
Gender
Male
How frequently do you consume

Daily

Lal Sharbat?

Two times a day

Female

Total

Occasionally

25

29

Other

14
44

2
6

16
50

Total

TASTE
When we ask Lal Sharbat from Jam-e- shirin has good taste.20 said they are strongly agree,20
agree,5 neutral,3 disagree and remaining 2 disagree. When we ask the taste of Rooh Afza 16
strongly agree, 18 agree, 11 neutral, 4 disagree and 1 strongly disagrees. It means more people
like taste of jam-e- shirins compare to Lal Sharbat.

Lal Sharbat from Jam-e-Shirin have a good taste

Frequency
Valid

Percent

Valid Percent

Cumulative Percent

Strongly Agree

20

40.0

40.0

40.0

Agree

20

40.0

40.0

80.0

Neutral

10.0

10.0

90.0

Disagree

6.0

6.0

96.0

Strongly Disagree

4.0

4.0

100.0

50

100.0

100.0

Total

Lal Sharbat from Rooh Afza have a good taste

Frequency
Valid

Percent

Valid Percent

Cumulative Percent

Strongly Agree

16

32.0

32.0

32.0

Agree

18

36.0

36.0

68.0

Neutral

11

22.0

22.0

90.0

Disagree

8.0

8.0

98.0

Strongly Disagree

2.0

2.0

100.0

50

100.0

100.0

Total

PACKAGING
8 people strongly agree that jam-e- shirin is available in attractive packaging, 13 people agree, 22
are neutral, 6 disagree and only 1 strongly disagree. In case of Rooh afza10 people are strongly,
15 are agreed, 20 are neutral and 5 are disagree. In this scenario people like the packaging of
Rooh Afza more as compare to jam-e- shirin.
Jam-e-Shirin is available in attractive packaging
Frequency
Valid

Strongly Agree

Percent

Valid Percent

Cumulative Percent

16.0

16.0

16.0

Agree

13

26.0

26.0

42.0

Neutral

22

44.0

44.0

86.0

Disagree

12.0

12.0

98.0

Strongly Disagree

2.0

2.0

100.0

50

100.0

100.0

Total

Rooh Afza available in attractive packaging

Frequency
Valid

Percent

Valid Percent

Cumulative Percent

Strongly Agree

10

20.0

20.0

20.0

Agree

15

30.0

30.0

50.0

Neutral

20

40.0

40.0

90.0

Disagree

10.0

10.0

100.0

50

100.0

100.0

Total

BUYING BEHAVIOR

When we ask will you buy Jam-e- Shirin in future 27 said yes and 23 said no. In case of Rooh
Afza 29 said yes and 21 said no. It means people are more interested in buying Rooh Afza as
compare to Jam-e- shirin.

How frequently do you consume Lal Sharbat?

Count
Gender
Male

Female

Total

How frequently do you consume

Daily

Lal Sharbat?

Two times a day

Occasionally

25

29

Other

14
44

2
6

16
50

Total

When buying Lal Sharbat which of the following aspects do you consider
most? * Your Marital Status Crosstabulation
Count
Your Marital Status
Single

Married

Total

When buying Lal Sharbat which

Price

of the following aspects do you

Brand

12

12

consider most?

Taste

30

32

2
48

0
2

2
50

Packaging
Other
Total

HEALTHINESS
In term of healthiness 9 are strongly agree, 15 agree, 15 neutral, 8 disagree and 3 strongly
disagree. In case of Rooh Afza 11 are strongly agree, 16 agree, 18 are neutral, 4 disagree and
only one strongly disagree. It means people think Rooh Afza is healthier as compare to jam-eshirin.

When buying Lal Sharbat which of the following aspects do you consider
most?
Count
Your Marital Status
Single

Married

Total

When buying Lal Sharbat which

Price

of the following aspects do you

Brand

12

12

consider most?

Taste

30

32

2
48

0
2

2
50

Packaging
Other
Total

When buying Lal Sharbat which of the following aspects do you consider
most? * Your Marital Status Crosstabulation
Count
Your Marital Status
Single

Married

Total

When buying Lal Sharbat which

Price

of the following aspects do you

Brand

12

12

consider most?

Taste

30

32

2
48

0
2

2
50

Packaging
Other
Total

CONCLUSION
More people like taste of jam-e- shirins compare to Lal Sharbat. From packaging point of view
people like Rooh Afza packaging much more as compare to jam-e-shirin.and more people are
interested in buying Rooh afza as compare to jam-e-shirin. Similarly people think Rooh afza is
better for health as compare to jam-e-shirin. Except taste people think that taste of jame-shirin is
good as compare to Rooh afza. . If we see overall people like Rooh afza more as compare to jame-shirin. People are more interested in Rooh Afza as compare to jam-e-shirin.

Ad Theme:
We take Imran khan as celebrity who tells people that it is good and tasty and good for health. By
telling that there are new features. By adopting strategies which we tell above in changing
attitude model we can change the perception of people about jam-e-shirin.by giving them
attractive packaging and new design. By giving new variety and low price or giving some extra.
By giving promotional gifts.