NATIONAL INSTITUTE OF PUBLIC ADMINISTRATION

(N.I.P)
CLEMENT MWAPE

MARKETING RESEARCH

MARKETING PROPOSAL ON DAILY GOLD TRADE KINGS

pg. 1
Research Topic

Analysis and Determination of customer behavior on Daily Gold Products Trade Kings.

The knowledge of consumer behavior enables a marketer to take appropriate marketing decision.
Consumer behavior is study of individuals and how their select and use the products and
services.

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Table of Contents
Executive summary ................................................................................................................................. 4
Introduction ........................................................................................................................................... 5
Research Design ...................................................................................................................................... 6
Source of Data ........................................................................................................................................ 6
Target Population .................................................................................................................................... 7
5sample Size............................................................................................................................................ 7
Sample Methodology…………………………………………………………………………………………………………………………7

Data Analysis………………………………………………………………………………………………………………………………………..8

Findings ………………………………………………………………………………………………………………………………………………..10

Conclusion………………………………………………………………………………………………………………………………………….13

Recommendations………………………………………………………………………………………………………………………..14

Limitations and Future Directions………………………………………………………………………………………….15

Appendix…………………………………………………………………………………………………………………………………….16

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The Executive Summary

The research study was carried out to investigate the analysis on the impact of Ama Sip Sip
Products for Daily Gold Trade Kings. The researcher used a descriptive research design which
describes the characteristics of the population. The primary focus was on the nature of
demographic segments survey. This was uncovering the purchasing pattern of consumers on
Ama Sip Sip Products on the market. The consumer buying behavior was found to be the
determinate in the buying decisions of the consumers. It has been analyzed that consumer
behavior is influenced by the factors of consumer buying behaviors which were the
psychological factors, personal factors, and social factors. This gave the need of understanding
the targeted audience for the company to craft products and influence the buying habits of
consumers. The aim was to determine customer’s perception and preference on Mahue drinks,
ascertain the main key factors that influence customers to take Mahue drinks and to determine
whether the products are health, consistent and of high-quality food drink alternative. The
research adopted descriptive designed variables are accurately and bring out diverse views into a
common goal. The justification for using descriptive design was its efficiency in giving
quantitative statistics where the information is missing due to other respondent who didn’t give
their feedback needed. Consumers of the company’s product are influenced by psychological,
personal and social factors, which comprises of the types of buying behavior. Some consumers
are habitual to the products of which the purchasing is of routine response, others it’s out of the
limited decision-making and impulse buying behavioral type. The researcher saw that it was
important to take consideration of the continuous assessment of consumer buying habits that are
ever changing rapidly. The should at all times assess trends and watch the changes in consumer
buying patterns for that would ensure that not only selling the products to consumers but keeping
up with demand that are on the market. The company would be able to make predictions and
plan the best times of launching and offering other products.

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Introduction

Understanding consumer buying behavior is key secret to reaching and engaging the consumers,
and also converting them to purchase from the brand all times. Daily Gold is a proud subsidiary
of trade kings group, one of the largest independent FMCG manufactures sub Saharan Africa.
Daily Gold manufactures dairy and traditional drinks, focusing on Zambia. It has focused on the
approach of people ensuring that it is committed at creating the world-class drinks,
manufacturing facilities, products and brand. It aims is to remain being the best manufacturers of
the high standard, most innovative, tastiest and affordable drinks that offer not only satisfaction
to consumers and also ensuring a healthy, consistent and a high-quality food-drink alternative on
the market. In Zambian tradition, after days of work, families and friends gather and at the
Centre of these gathering is the age-old traditional beverage Mahue. The parent company trade
kings, of Daily Gold was found and established on the commercialization of this single
traditional beverage which is at the root of African traditions. Ama Sip Sip Mahue and Milk
Mahue have been the heart of the business and the company’s quest is to bring the very best
alternative beverages with the highest quality milkshakes, flavored milks, fruit juice blends,
dairy blends, fresh milk and creamers. All of which remain true to “the Daily Gold Promise.”
The Daily Gold standard of quality ensures that it produces only the best tasting, healthiest,
remarkable beverage choices. The company has constantly been working on providing new and
innovative products that meet the requirement of consistent, high quality, cost effective and
flexible modern dairy production. It looks forward in shaping the taste, nutritional value, health
benefits of the dairy products so that every time consumers take a sip of any Dairy Gold
Products, the beverage will have a perfect mix of flavor and nutrition for kids and adults. Dairy
Gold aims at also providing the traditional wholesome on the go drinking meals packed with the
best nutrient to cover the entire family.

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Problem identification

Understanding the impact of Ama Sip Sip Products on the market and what kind of market share
does it hold, strong, stable or weak market?

Consumer behavior is the study of consumers and the processes they use to choose, consume and
dispose of the products and services, which include consumers emotional, mental and behavioral
responses. Consumers are of complex needs and expectations but if well segmented and
understand them accordingly together with their behavior, then the marketer will know how to
treat them and increase the number of loyal consumers. This case study on consumer behavior
also helps marketers on how they should present their products in a way that generates maximum
impact on consumers.

Research Objectives

General Objective

The importance of studying consumer behavior is understanding what influences consumers

buying decisions.

Specific Objectives

1. To determine customer’s perception and preference on Mahue drinks.

2. To ascertain the main key factors that influence customers to take Mahue drinks.
3. To determine whether the products are health, consistent and of high-quality food drink
alternative.

Research Questions

1. What do customers like most about Mahue drinks?

2. What factors induces customers to take Mahue drinks?
3. What would make the product of high-quality food drink alternative?

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Research Design

The research adopted a descriptive designed which describe the distribution of one or more
variables. It explains the current status of variables accurately by bring out diverse views into a
common goal. Justification for using descriptive design was due to its efficiency in giving certain
situation where the information data is missing due to other respondent who didn’t give their
feedback needed. And also that the findings of the research were generalized.

Source of Data

The tools used to collect data was from both primary and secondary sources of data that included
short survey questionnaires which had both closed-ended and open-ended questions. The primary
source data for this study was obtained from respondents who were availed with some
questionnaires at NIPA institution and family households. The questionnaires were distributed
using electronic devices and the online questionnaires. No physical questionnaire was used on
this study. The secondary data was collected mainly from journals, publications and books
accessed on the internet.

Target Population

The population targeted was 30 respondents comprising of mainly students, family mothers and
small retail shop owners. Justification for this target was the need to have diverse views of
consumers of mahue drinks from different environments.

Sample size

With the time available to conduct this study, a purposive sample size of 18 respondents was
used to represent the targeted population. This sample size comprised a majority of students
where 15 of which 10 females and 5 males while mother were only 3 who responded. The
justification for using this sample size was that, the data found was enough to provide the
researcher with the required data for the study to provide the needed concrete results.

Sampling Methodology

The research used a very usual sampling technique which is a nonprobability in design. This
sampling methodology explains why the researcher used personal judgmental in selecting the
sample which can find considerable data.

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The justification for using this sample was firstly due to its known size of the sample actually
selected is convenient in this situation. It is less time consuming because the researcher was also
able selected respondents based on the judgmental observation. Appropriately for data collection,
the researcher collected the primary data using self-administered questionnaires. It also included
the Likert scale for gauging the consumers’ opinions based on the product. The questionnaire
was used to estimate the reliability of the data using Excel software. The researcher used a
questionnaire that had undergone validity before being administered to respondents.

Data Analysis

MOSTLY BUY
mothers male students female students unknown

10%

17%
40%

33%

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 often times Ama Sip Sip is taken in week

5
12

4
4

Daily 2 to 4 times more than 4 time once a week very rare unknown

12
11

10

8
8

6
6
5

0
Price Taste Health Size

what induces consumers to buy Ama Sip Sip Products

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 Situation
Thitsty Anytime Parting Hungry

23% 23%

10%

44%

Findings

The structure of the data analyzed is based on the data presented in the data analysis which is
comprised of the views and suggestions of the respondents consisting of 10% mothers, 17% male
students and 33% females’ students at NIPA. The overview of this case study on the analysis and
findings has been done with reference to the research objectives and research questions outlined.
The reason for using this approach was the need to give more definite coherence and also to
enable the researcher to link the findings of this case study to that other researcher on consumer
buying behavior. Buying habits are impacted by the place of live, the age, gender as well as
income. The decision-making is analyzed in this case study of consumer behavior is trying to
understand what goes on in a consumer’s head and what exactly makes them buy is the main key
for researcher. The only way to uncover this was by closely observing the buying patterns of
consumers on the market.

Factors that influence buyer’s behaviors

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 1. Psychological factor- This factors entails on those consumers who purchase products
based on the person’s attitude, perceptions about the situation they are in, their ability of
understanding information, what motivates them, their personality and beliefs. Other
consumers got to know about the product through Commercials adverts. The marketing
campaigns have played a big role in influencing consumers take Ama Sip Sip products.
The information given shared has changed certain individuals’ motives and perception on
the products.
2. Personal factor- These are individuals who have developed interest on the Ama Sip Sip
products based on the characteristics that include age, gender, financial situation,
occupation, background, culture and location. A mother with a child at home would
probably shop in a differently way to a young person with a preference for mahue drink
rather than yogurt. These individuals’ interests and opinions that that do influence are
their demographics.
3. Social factor- These are consumers who are mostly influenced by friends, family,
communities, work, school environment and groups that consumer associates with. A
tack shop at NIPA where one certain type of mahue drink is in the store, students would
select that one brand in store to fit in with their peers.

The importance of analyzing consumer behavior

Consumer behavior theory is getting to know how consumers make decisions when they
purchase, helping businesses capitalizes on these behaviors by predicting how and when a
consumer will make a purchase. This helps identify what influences these decisions, as well as
highlight strategies to proactively manipulate behavior. The consumer behavior case study
allows a company to understand more about their target audience and so that it is able to craft
products and company culture to influence the buying habits. It would allow the company to get
to understand;

What consumers thinks about its brand versus the other competitors?

How consumer choose between different mahue alternatives?

How the environment around consumers influence their behavior?

What marketing messages strategies the company best respond to?

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Types of consumer buying behavior

It was very important to understand that every consumer was affected differently and that make a
different buying decisions. However, these were generalized and categorized into three types.

1. Routine response- These were consumers who recognize the products brand and its
repetition. Individual purchase from a brand that well recognized and have tried it before
and do liked the product. When purchasing a product, the consumer would probably have
a favorite that is purchased often. These type of consumers don’t require match thoughts
on the buying decision.

2. Limited decision-making- These were more focused on the occasional buying decision
which included purchasing for a family gathering. The consumer had to select a
refreshment that would be okay with everyone. The product was conducive to every
member who attended the meeting.

3. An Impulse buying behavior- These were consumers who made a purchase with no prior
planning. The purchase was made on a within and with little thought. It was an irrational
and in the moment. A consumer was standing in a line to buy lunch and saw a magazine
within easy reach with an eye-catching front cover, he decided to pick on Ama sip sip
products with no in-depth consideration. These buying behavior types show that change
depends on the persons’ situation.

The characteristics of some consumers that was observed

 Other consumers look for the best quality products.

 Consumers have preferences on the types of brand and design labels to purchase products
from and also the brand awareness.
 Some consumers are more influenced with low prices, sales and discounts on the price
awareness.
 Certain consumers have habitual behavioral, following a routine to their loyal brands.

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Conclusion and Recommendation

The conclusion and recommendations made in this case study arise from the findings of this
study in the line with the objectives of this research report and it is from this which the
conclusion and recommendations are made.

Conclusion

The case study has uncovered a number of factors influencing the impact of Ama Sip Sip
Products which have been outlined. The study also conforms on the importance of the
continuous assessment of consumer buying habits are changing rapidly. The researcher believe
that consumers were rationale and behaved in a consistent way. This was apparently that
consumers often behave irrationally with numerous factors that determine decisions and their
buying habits.

And on the hand, understanding the different types of buying decision and mapping these against
the audience and the buyers personal would have a great impact by helping in the craft
compelling marketing messages, eye-catching packaging and the right pricing models, deals and
discounts with other benefits to look in the consumer.

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Recommendation

The following were recommendations made by the researcher.

1. Assessing trends and watching the changes in consumer buying patterns would ensure
that not only selling the products to consumers but keeping up with demand that’s on the
market. The company would be able to make predictions and plan the best times of
launching and offering other products.

2. The company should constantly continue on working on providing new and innovative
products that meet the requirements of consistent, high-quality, cost effective and flexible
modern dairy production.

3. There is need for the company to intervene in the engagement of consumers in various
activities for it get more required information from the market and remain relevant to
both consumers and the trading environment.

4. There is need to enhance a great variety of flavors for consumers to take actions and
expanding their choices on taste preference that are changing in time to time. This is
driven by the passion for consumers, which makes it more convenient on the packaging,
so as controlling sugar intakes.

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Limitations and future directions

The limitation that were experienced in this case study are;

Other respondents were able to give out their opinions and comments were it was necessary.

Few questionnaires were collected back from respondent from the online questionnaires that
were distributed via emails.

Participant were less willing to engage themselves in the survey of few minutes to respond to
questionnaires.

It was very difficult to identify respondent who were giving out answers on this sample.

Difficult reaching certain types of participants such as those from far places.

Lack of validity for there was no way of proving how truthful the respondent was.

Missing out certain information that was supposed to be part of questionnaire option answers.

Future Directions

As the case study concepts, respondents expectations regarding consumer methodology can be
drawn from either designs.

The research should be done closely to anticipant consumer behavior with primary sourcing to
get accurate data.

Determine the level of understanding on how consumers influence the impact of behavioral with
the company changing its brand name.

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Appendix

NATIONAL INSTITUTE OF PUBLIC ADMINISTRATION

(N.I.P.A)
NAME ; CLEMENT MWAPE

ID NO; 28030045

PROGRAMM; BACHELORS OF BUSINESS ADMINISTRATION

COURSE; MARKETING RESEARCH

COMPANY ; DAILY GOLD PRODUCTS

QUESTIONNAIRE

Dear respondents, I am a student pursuing my bachelors of business administration at National

Institute of Public Administration. I am required to carry out a marketing proposal research. You
have therefore been randomly selected to be a participate by responding to the questionnaire on
the Daily Gold Ama Sip Sip Product of Trade Kings

Instruction

Attempt all the questions accordingly.

Tick where appropriate

If you feel uncomfortable leaving a comment, you are free not to answer.

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Questions

1. Do you take ama sip sip products?

Yes [ ]
No [ ]
2. How often do you take ama sip sip mahue drinks in a week?
Daily [ ]
2 to 4 times [ ]
More than 4 time [ ]
Once in a week [ ]
Very rare [ ]

3. On what occasions do you consumer ama sip sip mahue drinks?

When feeling thirsty [ ]
Anytime without any reason [ ]
Celebrations [ ]

4. Do advertisements affect your purchase?

To greater extend [ ]
To great extend [ ]
Neutral [ ]
To less extend [ ]
To lesser extend [ ]

5. What induces you to buy ama sip sip mahue drinks?

Price [ ]
Taste [ ]
Healthy [ ]
Size [ ]
6. Which ama sip sip mahue drink do you like more?
Super mahue [ ]

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 Ama sip sip [ ]
Super shake [ ]
Shake Nsip [ ]

7. Do you take this product every time?

Yes [ ]
No [ ]
Comment if any
…………………..…………………………………………………………………………
………………………………………………………………………………………………
………………………………………………………………………………………………
………………………..……………………………………………………………………

8. Which flavor Mahue do you like most?

Strawberry milk [ ]
Vanilla custard [ ]
Choc milk [ ]
Butter milk [ ]

9. How do you rate soft drinks as compared to Ama Sip Sip mahue product?
Equivalent to mahue drinks [ ]
Have artificial added flavor [ ]
Healthy with preservatives [ ]
Not as healthy [ ]

10. Are you aware of a new ama sip sip chibwantu local traditional maize drink product on
the market?

Yes [ ]

No [ ]

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 11. If yes, how did you get to know about it?

Through a friend [ ]

TV ads [ ]

Magazine post [ ]

Family [ ]

12. What do you think about ama sip sip chibwantu from a scale of 1 to 6?

1=> excellent, 2=> very good, 3=> good, 4=> bad, 5=>very bad, 6=> poor

Price [ ]

Quality [ ]

Flavor [ ]

Size of the product [ ]

Availability in stores [ ]

Packaging design [ ]

13. Do you think taking too much ama sip sip mahue would cause health problems?
Yes [ ]
No [ ]
No comment [ ]

14. Have you ever had any health problem after taking any ama sip sip mahue product?
Yes [ ]
No [ ]
15. How would you rate the value for money of our product?
Excellent [ ]

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 Above average [ ]
Average [ ]
Below average [ ]
Poor [ ]

16. After seeing the TV ads would you like to switch away from ama sip sip mahue product
and take another product?
Yes [ ]
No [ ]

17. How well do the product meet your needs?

Extremely well [ ]
Very well [ ]
Somewhat [ ]
Not so well [ ]
Not at all well [ ]

18. How satisfied or dissatisfied are you with the product?

Very satisfied [ ]
Neither satisfied nor dissatisfied [ ]
Somewhat dissatisfied [ ]
Very dissatisfied [ ]

19. Which of the following word would you use to recommend our product?
Over priced [ ]
Poor quality [ ]
Reliable [ ]
High quality [ ]
Unique [ ]
Unreliable [ ]
Useful [ ]

pg. 20
 Comment……………………………………………………………………………………
………………………………………………………………………………………………
………………………………………………………………………………………………
20. How would you rate the quality of the product?
Very high quality [ ]
High quality [ ]
Neither high nor low quality [ ]
Low quality [ ]
Very low quality [ ]

21. How likely are you to purchase the product again?

Extremely likely [ ]
Very likely [ ]
Somewhat likely [ ]
Not so likely [ ]
Not at all likely [ ]

22. What changes do you want the manufacturer to make on?

Quality [ ]
Price [ ]
Advertisement [ ]
Others [ ]

23. What age group is suitable for the product?

Children [ ]
Youths [ ]
Everyone [ ]

24. How likely will your children want to take the product?
Very likely [ ]

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 Somewhat likely [ ]
Not so likely [ ]
25. Is the product affordable?
Very much affordable [ ]
Much affordable [ ]
Less much affordable [ ]
26. Do you have any other comments concerning amasip sip products?
………………………………………………………………………………………………
………………………………………………………………………………………………
………………………………………………………………………………………………
………………………………………………………………………………………………
27. What is your gender?
Male [ ]
Female [ ]
28. What is your marital status?
Married [ ]
Single [ ]
29. Where do you live?

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