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BUSINESS RESEARCH PROJECT

BACKGROUND OF THE PROPOSAL


Cocoberry is made with authentic, superior quality

natural ingredients. It is free of additives and preservatives. It has a wide range of flavors and toppings and has won three awards for most innovative concept, best frozen yogurts and best shakes. The company wants to launch 100-150 outlets in the other parts of India in coming 3 years. It also wants to measure its success and consumer preference for frozen yogurt.

Business Objective
Should frozen yogurt be introduced across India? Success of frozen yogurt of Cocoberry in Delhi &

NCR.

Research Objective
To determine consumer preferences and purchase intention for frozen yogurt. Measure the awareness about the brand Cocoberry.

HYPOTHESIS
NULL HYPOTHESIS: CONSUMER WILL

NOT PREFER FROZEN YOGURT


ALTERNATE HYPOTHESIS: CONSUMER

WILL PREFER FROZEN YOGURT OVER ICECREAM/DESERT.

METHODOLOGY
Descriptive research attempts to describe systematically a situation, problem, phenomenon, service or programme, or provides information about , say, living condition of a community, or describes attitudes towards an issue.

Correlational research attempts to discover or establish the existence of a relationship/ interdependence between two or more aspects of a situation. Descriptive research attempts to describe systematically a situation, problem.

SOURCE /METHODS OF DATA COLLECTION


A). Internal secondary data:B). Survey Research:1.Personal Interviews 2.Self Administered Questionnaire 3. Information from the staff and marketing personnel of Cocoberry

SAMPLE SIZE

Our sample for the research is 185 respondents.

INSTRUMENTS USED

ONLINE QUESTIONNARE QUESTIONAIRES FILLED IN PERSON PERSONAL INTERVIEW

TOOLS AND TECHNIQUES OF ANALYSIS


BAR CHARTS

PIE CHARTS CORELATION DESCRIPTIVE STATISTICS MODEL SUMMARY ANNOVA TABLE COEFFICENTS

Model Summary

Change Statistics

Std. Error of the Model 1 .383a a. .147 .133 .841 .147 10.397 3 181 .000 R R Square Adjusted R Square Estimate R Square Change F Change df1 df2 Sig. F Change

Predictors: (Constant), Accessibility, Offers, Visits

R2 gives us the percent of variance in the dependent variable that is predictable from independent variable. It can also be interpreted as the extent to which the independent variables can predict the dependent variable. The closer it is to 1, the better the explanatory power of (all) the independent variables in the model, and needless to say, the closer to 0, the less explanatory power the model has. So in the above case R2 is .147 which shows that independent variable cannot predict the dependent variable. It means .147 variation in preferences is due to accessibility, visits and offers.

ANOVAb Model 1 Regression Residual Total a. Predictors: (Constant), Accessibility, Offers, Visits Sum of Squares 22.084 128.154 150.238 df 3 181 184 Mean Square 7.361 .708 F 10.397 Sig. .000a

b. Dependent Variable: Prefrence

While concluding the hypothesis with the help of annova we saw that are calculated F value is higher than that of given in the books i.e 2.6. So we conclude that we gonna reject our null hypothesis and should go with our alternative hypothesis which states that consumer will prefer frozen yogurt over deserts and ice-cream.

Correlations Prefrence Pearson Correlation Prefrence Visits Offers Accessibility Sig. (1-tailed) Prefrence Visits Offers Accessibility N Prefrence Visits Offers Accessibility 1.000 -.025 .382 .024 . .369 .000 .370 185 185 185 185 Visits -.025 1.000 .026 -.091 .369 . .361 .108 185 185 185 185 Offers .382 .026 1.000 .089 .000 .361 . .113 185 185 185 185 Accessibility .024 -.091 .089 1.000 .370 .108 .113 . 185 185 185 185

This table shows the correlation among the various variable selected. In the above case, Preferences and offers are positively correlated to the extent of .382 which means with increase in offers preferences of the consumers are likely to be increased. And also that preferences and accessibility are also positively correlated to the extent of .024 which is not much higher but if people have easy access to outlets they will prefer the yogurt. The last one preferences and visits are negatively correlated.

SUGGESTIONS /RECOMMENDATIONS
About 56% of the respondents would be

interested in promotional offers at Cocoberry, as it only gives offers in the month of February. Discounts, buy one get one and free toppings are among the top promotional offers preferred by the respondents. As Cocoberry dont advertise much, it is recommended that they should advertise as TV adverts count 28% of preference by consumers followed by adverts in newspapers/magazines and online ads.

Cocoberrys pricing is one of the top

obstructions chosen up by respondents as obstruction of not choosing frozen yogurt.


Around 54% of the respondents are in the

age group of 18-25 and only 14% above the age of 35. In order to cater latter age group, Cocoberry has to take a step forward to it.