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5.

0 SURVEY ANALYSIS & FINDINGS:


5.1 Consumer Survey Analysis:
For this part of the report, we conduct a survey on the Confectionery customers who lived in
Mirpur, Dhanmondi, Rampura, New market areas. The questionnaire is divided into three section
for an effective analysis, one is general findings of confectionery, second one is about PRAN
confectionery and third one is others confectioneries. After finishing the survey, the researcher
found the following findings:

5.2 Questionnaires about general confectionery:


Source: Table 5.2.1

Figure 1: Preference Criterion


When consumers buy confectionery products they prefer the following criterion respectively. We
found that 55% consumers prefer quality and 11% prefer price, packaging and taste. So, PRAN

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should maintain quality strictly.

Buying places of confectionery products:


Source: Table 5.2.2

Figure 2: Buying places


From the chart we have found that 60% consumers buy confectionery products from
confectionery stores, 15% from fast food store, 19% from super store and 7% from nearby stores.
So, in this case PRAN should supply products to the confectionery stores.

Category of confectionery products:


Source: Table 5.3.3

Figure 3: Confectionery products category


From the chart we have found that 32% consumers prefer candy, 18% gum base items, 16%

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chocolate, 17% consumers prefer wafer, 11% prefer lollipop.

Recall of Ads:
Source: Table 5.2.4

Figure 4: Recall of ads


From the chart we know that 78% consumer can recall specific ads of confectionery products and
22% consumers cannot recall ads. So, it is found that the ads of PRAN are effective.

Brands awareness:
Source: Table 5.1.5

Figure 5: Brand awareness


From the chart we know that 53% consumers are awared about PRAN, 23% prefer Perferri, 10%

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and 14% consumer aware others brands.

Brand preference:
Source: Table 5.2.6

Figure 6: Brand preference


Here we have found that 57% consumers prefer PRAN, where 21% consumers prefer Perfetti,
Nabisco and Elson 4% and 11% prefer other brands. So, PRAN has favorable brand awareness.

Reason of buying:
Source: Table 5.2.7

Figure 7: Reason of buying


From the chart we have found that 58% consumers buy PRAN confectionery for its quality, 18%
buy for its packaging, 12% buy for low prices, 7% buy for its taste. So, the quality of PRAN

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confectionery is good.

Consumer Satisfaction:
Source: Table 5.2.8

Figure 8: Customer satisfaction


From the chart we have found that 71% consumers are satisfied, 18% consumers are not satisfied
and remaining 11% consumer are neither satisfied nor dissatisfied. So, the maximum number of
consumers are satisfied by consuming PRAN confectionery.

5.3 Questionnaires about PRAN Confectionery:


Packages of PRAN:
Source: Table 5.3.1

Figure 9: Packages of PRAN


Here we can see that 54% consumer like PRANs packages, 36% consumers dont like and 10%

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consumer neither like nor dislike. So, PRAN packaging is not attractive enough.

Media of Ads:
Source: Table 5.3.2

Figure 10: Media of ads


Here we find that 77% consumer have known about PRAN confectionery from TV ads, 11%
consumers have known from bill board ads, 4% magazines and 3% newspapers and 5% from
other sources.

Difference between PRAN and your brand:


Source: Table 5.3.3

Figure 11: Difference between PRAN & other brands


Here we can see that the main difference is price31%, packages 29%, others 25% and quality

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only 15%. So, we found that the price of PRAN is little bit higher because its superior quality.

PRAN provides the best quality:


Source: Table 5.3.4

Figure 12: PRAN provides the best quality


From the chart we have found that 13% consumer strongly agree with the statement, 66%
consumer agree, 18% consumer neither agree nor disagree and 5% consumer disagree with the
statement. So, we have found that PRAN provides the best quality products.

Last consumed brands:


Source: Table 5.3.5

Figure 13: Last consumed brand


From the chart we can see that 49% consumer consume PRAN, 26% consumer consumed

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Prefetti, 9% Nabisco, 4% consumer consume Elson and remaining 7% consume other brands.

Product availability:
Source: Table 5.3.6

Figure 15: Product availability


From the chart we can see that PRAN confectionery products are always available in the market.
79% consumers think PRAN is available, 12% think not always available and 9% consumer
dont know about it.

Consumers age group:


Source: Table 5.3.7

Figure 16: Consumer age

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Here we can see that 2 to 6 years old consumers consume 28% confectionery products, 7
to 16 years group consumers consume 46% of confectionery products, 17 to 22 group
consume 16% and age group 23 or more consume 10% confectionery products.

Share of confectionery market:


Source Table: 5.3.8

Figure 17: Share of confectionery market.


From the graph we can see that PRAN has 43% market share, perfetti Van Melle has
27% market share, Elson has only 5% market share and other companies poses remaning

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market share.

5.4 Questionnaires for Retailers:


Category of confectionery product:
Table: 5.4.1

Figure: 18
Here we can see that 40% retailers prefer candy to store more, 22% retailers prefer gum
base items, 16% prefers jell-O and 6% prefers wafer. So, the demand of candy is higher
than any other confectionery product.
Contribution on sales volume:
Table: 5.4.2

Figure: 19

contributes highest amount to the sales volume.


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volume, 23% think gum base items, 14% think jell-O and 1o% think lollipop. So, candy

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From the chart we can see that 43% retailers think candy contributes highest in sales

Category sales easily:


Table: 5.4.3

Figure: 20
From the chart we can see that 38% retailers think they sell candy easily, 28% think gum
base items, 14% think jell-O and 12% think chocolate.
Risk free products:
Table: 5.4.4

Figure: 21
Here we find that 46% retailers think candy is risk free, 18% think gum base items, 12%

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think chocolate and jell-O, 6% lollipop. So, candy is risk free for most of the retailers.

Category needs push selling:


Table: 5.4.5

Figure: 22
From the chart we find that 38% retailers think wafer needs push selling, 26% retailers
think fruit base items need push selling, 20% think that jell-O needs push selling and
16% retailers think other items.
Risky category:
Table: 5.4.6

Figure: 23
Most of the retailers (34%) think wafer is risky because it has short expire date,

Consumers complain against:


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12% think gum base and lollipop are risky and 20% retailers think others items are risky.

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whenever expire date is over it cannot be consumed. 16% retailers think jell-O is risky,

Complain against brand:


Table: 5.4.7

Figure: 24
From the chart we can see that 27% consumers complain to retailers against Yame,
23% against Olympic, 18% against Elson, 10% against Perfetti and only 8% against
PRAN. Here we find that PRAN provides quality products.
In gum base items, which brand is the market leader:
Table: 5.4.8

Figure: 25
Here we find that in the gum base items Perfetti is the market leader ans it has 68%

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companies have 10% market share.

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market share, PRAN has 16% market share, Elson has 6% market share and other

Category of candy consumers want more:


Table: 5.4.9

Figure: 26
Here we can see that 54% consumers want deposited candy, 18% want fruit base candy,
12% wants hard boil candy and 16% wants other categories of candy.
Trend of confectionery market:
Table: 5.4.10

Figure: 27
From the chart we can find that 90% retailers think the trend of confectionery market is
increasing, 4% think it is constant and 6% dont know about the trend.

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So, the trend of confectionery market is increasing.