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ACADEMIC YEAR - 2014-2015

Acknowledgement
We have taken efforts in this project. However, it
would not have been possible without the kind support
and help of many individuals and organizations. I would
like to extend my sincere thanks to all of them.
We are highly indebted to Prof. Shamina Ansari for
her guidance and constant supervision as well as for
providing necessary information regarding the project &
also for their support in completing the project.
We would like to express our gratitude towards
faculties and other members of K. S. SCHOOL OF
BUSINESS MANAGEMENT for their kind co-operation
and encouragement which help us in completion of this
project.
Our thanks and appreciations also go to people who
have willingly helped us out with their abilities.

PREFACE
As a part of the MBA Curriculum and in order to
gain practical knowledge in the field of management, we
are required to make a report on non-stick cookware.
The basic objective behind doing this project report is to
get knowledge of different tools of marketing.
In this project report we have included various
concepts, effects and implications regarding Market of
non-stick cookware.
Doing this project report helped us to enhance our
knowledge regarding the work into the non-stick
cookware market. We doing undergo many experiences
related with our topic concepts. Through this report we
come to know about importance of team work and role of
devotion towards the work.

Certificate
This is to certify that members of group h OF S. Y.
B. B. A. of K. S. SCHOOL OF BUSINESS
MANAGEMENT has successfully completed A PROJECT
REPORT
ON
UNDERSTANDING
MARKET
RESEARCCH PROCESS for academic year 2014 2015
and has submitted to the institute.
Date of Submission: 1st APRIL, 2015
Project Guide:Prof. Shamina Ansari

No.

Roll No.

Name

1.

2087

Hardik

2.

2103

Sanjay

3.

2117

Ruksar

4.

2121

Ayushi

5.

2123

Shailesh

6.

2125

Foram

7.

2164

Priyanka

8.

2166

Neha

9.

2168

Prachi

Index

Sr. No.

Particulars

1.

Problem Definition
- Research Objectives
- Research Questions

2.

Primary Data Collection


- Importance of Primary
Research
- Research Plan

3.

Data Analysis And Interpretation


(For End Users)

4.

Data Analysis And Interpretation


(For Retailers/Dealers)

5.

Findings Of The Market Survey

6.

Limitations Of The Survey

7.

Suggestions or Marketing
Implications
Appendix Questionnaire for end users
Questionnaire for Retailers/Dealers

Page No.

INTRODUCTION TO MARKET RESEARCH


The systematic gathering, recording, analyzing and use of data relating to
the transfer and sale of goods and services from producer to consumer is
known as Marketing Research.
We mean MARKETING as following:

M Money motives.
A All consumers must be satisfied.
R Risk must be minimized.
K Keep an eye on market position.
E Easy availability of product.
T Thoughtfully decision making.
I Importance of Advertisement.
N Need changes all the time.
G Generation of new idea.

MARKETING RESEARCH PROCESS

Define the problem, the decision alternatives, and the


research objectives

Develop the research plan

Collect the Information

Analyze the Information

Present the finding

Make the Information

Step 1: Define the Problem, the Decision Alternatives and the


Research Objectives
Problem should not be defined either too broadly or too narrowly. A very broad
definition leads to excessive wastage of resources. Too narrow a definition leads
to inadequate data.
Clarity on the following helps in defining the problem appropriately:
1. What is to be researched ?
2. Why is it to be researched ?

RESEARCH OBJECTIVES:
To find out competitive presence and consumer preference.
To find out the specific customer need, buying behaviors, usage patterns,
preferences, etc.
To track awareness of different brands among the respondents.
To analyze the various factors considered by the customers while buying
the Non-stick cookware.
To identify areas of satisfaction and dissatisfaction with Non-stick
cookware.

Step 2: Develop the Research plan


The second stage of marketing research requires developing the most efficient
plan for gathering the required information. This involves decision on the Data
Sources, Research Approaches, Research Instruments, Sampling plan, and
Contact Methods.

DATA SOURCES:
The researcher can gather Primary data, Secondary data or both.

Primary data are data freshly gathered data for a specific purpose or for a
specific research project.
Secondary data are data that were collected for another purpose, and already
exist somewhere.

RESEARCH APPROACHES:
Primary data can be collected in five ways:
Through Observation
Focus groups
Survey
Behavioral data
Experiments
We have selected Survey as our research approach for Branded Non-stick
cookware.

RESEARCH INSTRUMENT:
There are three main research instruments in collecting primary data:
Questionnaires
Qualitative Measures
TechnologicalDevices
We have selected Questionnaires as our Research instrument.

SAMPLING PLAN:
After deciding on the research approach and instruments, the marketing
researcher must design a sampling plan. This calls for three decisions:
Sampling unit:Who should we survey?
We have targeted People as well as Dealers of Branded Non-stick cookware of
Ahmedabad.

Sampling size:How many people should we survey?


We have targeted 500 People and 30 Dealers as Sample size.
Sampling Procedure:How should we choose the respondents?
We have selected Random Sampling method.

CONTACT METHODS:
Once a Sampling plan has been determined the marketing researcher must
decide how the information should be collected through Mail, Telephone,
Personal and Online Interview.
Our Survey based on Personal contact because Personal Interview is the most
versatile method. The Interviewer can ask more questions to respondents.

Step 3: Collect the Information


The data collection phase of marketing research is the most expensive and most
prone to error. Four major problems arise in surveys:
Some respondents may refuse to co-operative.
Some of them may give biased or dishonest reply.
As dealers were very reluctant to give any information.
Finally, getting the right respondent is critical.

Step 4: Analyze the Information


The next step is to extract findings by tabulating the data and developing
frequency distributions and get meaningful result from them.

Step 5: Present the Findings


As the last step, the researcher presents findings relevant to the major marketing
decisions

facing

by

management.

They

are

considering

ways

to present research findings in as understandable and compelling a fashion as


possible.

Step 6: Make the Decision


Research findings only provide additional information and insight to the
managers. Depending on their confidence in the findings, managers decide to
use it, discard it, or carry out more research.

Research helps us in following


thissssssngs
Helps us find details about subject
Helps us look in different fields.
Can be used in any job
Opens up to new ways of learning
Helps us to change old patterns of thinking that keep us in a rut

Helps us to create other choices


Helps us to handle change better
Helps us to make healthy decisions

Information of making charts


SAMPLE SIZE
SAMPLE AREA
DATA COLLECTION
METHOD
DATA REPRESENTATION
METHOD

1.

User
Non user
Total

378
122
500

500 People and 30 Dealers


AHMEDABAD
PRIMARY
CHART METHOD,
PERCENTAGE METHOD

24%

76%

User

Non user

In this chart, 500 people surveyed are divided into users and non users of non stick cookware.
Out of 500 people, 76% are users of non stick cookware. Remaining 24% are non users of
non stick cookware.

2.

Male
User
Non-user
Total

Female
Total
17
361
378
26
96
122
43
457
500

500
450
400
350
300
250
200
150
100
50
0
Male

Female

From above chart we have bifurcated all of 500 people surveyed into gender. In which 9% are
male and 91% are female.

Occupation
Salaried
Employee
Business
Self - Employed
Housewife
Other
Total

User
36

Non-user
31

Total
67

26
38
232
46
378

27
25
16
23
122

53
63
248
69
500

AGE

Below-25
26-35

12%
35%
26%

27%

3.

36-45
Avove-46

Age
Below 25 Years
26-35 Years
36-45 Years
Above 46 Years
Total

3.

User
141
114
97
26
378

Non-user
36
19
32
35
122

Total
177
133
129
61
500

Income
Below 10000
10000-30000
30000-50000
50000 & Above
Total

User

Non-User

43
104
101
130
378

23
48
33
18
122

Total
66
152
134
148
500

250
200
150
100
User

50

Non-user

4.

O
th
er

H
ou
se
wi
fe

Em
pl
oy
ed

Bu
si
ne
ss

Se
lf
-

Sa
la
rie
d

Em

pl
oy
ee

100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

Non-User

Ab
ov
e
&

50
00
0

10
00
030
00
0
30
00
050
00
0

Be
lo
w

10
00
0

User

Section-A

1.
Brand name
Prestige
Futura
Nirlep
Swiss diamond
Other

Aware
297
138
90
61
17

Aware
350
300
250
200
150
100
50
0

Prestige

Futura

Nirlep

Swiss diamond

Other

Brand name

According to this chart we can see awareness of people in different brands


of non stick cookware.49% people are aware about prestige which is the
highest and 23% are of futura,15% of nirlep,10% of swiss diamond.
Remaining 3% people are aware about other brand such as
surya,anjali,butterfly etc.

2.
Type
Tava
Frying pans
Deep-fry pans
Stew pots
Pans with glass lid

Ues
223
142
95
67
47

Types
Tava
Frying pans

8% 0%

Deep-fry pans

12%

39%

Stew pots
Pans with glass lid

16%

other
25%

People are using different types of non stick cookware in which 39% are
using tava,25% are using frying pans,16% are using deep fry pans,12%
are using stew pots and 8 % are using pans with lid.

3.

Brand name
Prestige
Futura
Nirlep
Swiss diamond
Other

User
228
69
44
28
9

7%2%
Prestige

12%

Futura
Nirlep
18%

60%

Swiss diamond
Other

As per survey, 60% of people are using prestige 18% are using futura 12%
are using nirlep
8% are using futura and 2% of people are using local brands such as
surya , butterfly anjli, pigeon,nakshatra,tirupati and dilash.

4.

Brand Name

Price

Prestige
Futura
Nirlep
Swiss diamond
Other
Total

11
9
4
9
5
38

Qualit
y
153
36
24
5
2
220

Brand
Name
51
18
13
7
2
91

100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

Attractiv
e design
13
6
3
7
0
29

Other
0
0
0
0
0
0

total
228
69
44
28
9
378

Other
Swiss diamond
Nirlep
Futura

ot
he
r

e
am
N
Br
an
d

Pr
ic
e

Prestige

This chart shows that people are choosing different brands of non stick cookware on different
bases such as price, quality,brand name,attractive design.highest people has considered the
quality for selection of brand.

5.

Different bases
Frequency

Price

Qualit
y
220

38

Brand
Name
91

Attractiv
e design
29

Other

frequency
8% 10%

Price
Quality
Brand Name

24%

Attractive design
other
58%

6.

Brand

Yes

no

Total

Prestige
Futura
Nirlep
Swiss diamond
Other
Total

39
21
16
9
2
87

189
48
28
19
7
291

228
69
44
28
9
378

200
180
160
140
120
Yes

100

no

80
60
40
20
0
Prestige

Futura

Nirlep Swiss diamond Other

23%

yes
no

77%

77% people are saying that they have no specific feature in the brand they are using and 23%
are saying that they have specific feature such as durability, appearance, forwardness,
efficiency etc.

7.

Brand Name
Prestige
Futura
Nirlep
Swiss diamond
Other
Total

Less
than 1
Years
44
23
7
6
1
81

Less than
2 Years

2 to 5
year

47
13
18
13
5
96

78
18
9
4
3
112

5 year
or
more
59
15
10
5
0
89

Total
228
69
44
28
9
378

100%
90%
80%
70%
60%

5 year or more

50%

2 to 5 year

40%

Less than 2 Years

30%

Less than 1 Years

20%
10%
O
th
er

irl
ep
N

Pr
es
tig
e

0%

8.

Period of
Usage
Total

Less than
1 Years
81

Less than
2 Years
96

2 to 5
year
112

5 year or
more
89

Total
378

24%

21%

Less than 1 Years


Less than 2 Years
2 to 5 year
5 year or more
25%
30%

21% people are using non stick cookware less than 1 year,25% are using it less than 2
year,30% are using it from 2 to 5 year and 24% are using it from 5 years or more.

7)

Brand Name

Advertiseme
nt

Society

E-media

Othe
r

Total

Prestige
Futura
Nirlep
Swiss
diamond
Other
Total

149
32
14
11

52
28
23
4

27
9
7
13

0
0
0
0

228
69
44
28

7
213

0
107

2
58

0
0

9
378

100%
90%
80%
70%
60%

Other

50%

E-media

40%

Society

30%

Advertisement

20%
10%

9.

O
th
er

irl
ep
N

Pr
es
tig
e

0%

Media

Advertise
ment
213

Total

Society

E-media

107

58

Oth
er
0

Tota
l
378

15%
Advertisement
28%

56%

Society
E-media
Other

People are knowing non stick cookware from different media such as advertisement,society,emedia. Advertisement is popular media among the people for awareness of non stick
cookware.

10.

Brand
Name
Prestige
Futura
Nirlep
Swiss
diamond
Other
Total

Local
store

Online

Oth
er

Tota
l

94
34
32
3

Brande
d
outlet
82
26
8
10

49
9
4
15

3
0
0
0

228
69
44
28

9
172

0
126

0
77

0
3

9
378

100%
90%
80%
70%
60%

Other

50%

Online

40%

Branded outlet

30%

Local store

20%
10%

11.

O
th
er

irl
ep
N

Pr
es
tig
e

0%

Brand Name
Total

Local
store
172

Branded
outlet
126

Online

Other

Total

77

378

23%
Local store
Branded outlet
50%

Online
Other
17%

Total

0% 10%

20%

1%
46%

Local store
Branded outlet

33%

Online
Other

46% are buying non stick cookware from local store.33% prefer branded outlet for purchase
of non stick cookware,while 20% prefer online purchasing and 1 % consider other option for
it.

12.

Brand

Yes

No

Total

Prestige
Futura
Nirlep
Swiss diamond
Other
Total

218
60
39
21
4
341

10
9
5
7
5
37

228
69
44
28
9
378

100%
90%
80%
70%
60%
No

50%

Yes

40%
30%
20%
10%
0%
Prestige

Futura

NirlepSwiss diamond Other

Highest people are satisfied with particular brand that they are using but there are also some
people who are not satisfied with the brand.

13.

Satisfaction
level
Price
Quality
Design
Features
Availability
Brand
Name
Promotion

strongl
y
69
158
115
112
128
188

agree

neutral

disagree

147
140
154
168
146
118

126
65
90
65
74
54

32
15
12
18
17
14

Strongly
disagree
4
0
7
5
13
4

112

132

85

30

19

strongly
agree
neutral
disagree

pr
om
ot
io
n

Av
ai
la
bi
lit
y

Strongly disagree

D
es
ig
n

Pr
ic
e

200
180
160
140
120
100
80
60
40
20
0

We can see the satisfaction level of consumers for different brands of non stick cookware on
different bases.

14.

Brand

Yes

No

Total

Prestige
Futura
Nirlep
Swiss diamond
Other
Total

173
46
32
19
3
273

55
23
12
9
6
105

228
69
44
28
9
378

100%
90%
80%
70%
60%
No

50%

Yes

40%
30%
20%
10%
0%
Prestige

Futura

NirlepSwiss diamond Other

15.

Brand

Yes

No

Total

Prestige
Futura
Nirlep
Swiss diamond
Other
Total

150
18
12
18
2
200

78
51
32
10
7
178

228
69
44
28
9
378

100%
90%
80%
70%
60%
No

50%

Yes

40%
30%
20%
10%
0%
Prestige

Futura

NirlepSwiss diamond Other

16.

Brand

Yes

No

Total

Prestige
Futura
Nirlep
Swiss diamond
Other
Total

124
11
9
9
1
154

26
7
3
9
1
46

150
18
12
18
2
200

100%
90%
80%
70%
60%
No

50%

Yes

40%
30%
20%
10%
0%
Prestige

Futura

NirlepSwiss diamond Other

SECTION B

Price
5
19
24

Male
Female
Total

Not aware
0
7
7

Not available
0
0
0

100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

Not interested
21
70
91

Female

ot
in
te
re
st
ed
N

ot
av
ai
la
bl
e
N

ot
aw
ar
e
N

Pr
ic
e

Male

Total
26
96
122

Male
Female
Total

Yes
19
33
52

No
7
63
70

Total
26
96
122

100%
90%
80%
70%
60%

Female

50%

Male

40%
30%
20%
10%
0%
Yes

No

Prestige
Futura
Nirlep
Swiss Diamond
Total

Male
6
5
7
1
19

Female
24
4
4
1
33

Total
30
9
11
2
52

100%
90%
80%
70%
60%

Female

50%

Male

40%
30%
20%
10%
0%
Prestige

Futura

Nirlep Swiss Diamond