Post on 01-Dec-2014
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CONSUMER BEHAVIOUR
Consumer Behaviour towards Buying Quaker Flavoured Oats
rahul sharma pg20111148
Submitted to Ms poonam nairSubject Consumer BehaviorSubmitted on 05/04/2013Marks AllottedRemarks(if any)
INTRODUCTION OF QUAKER FLAVORED VARIANTS
Quaker Oats, the world leader and India’s No.1 Oats brand from PepsiCo
now has an all new range of flavours. Adding taste to its unique health
benefits, the new flavours lend greater variety and appeal to the Quaker
Oats portfolio. While Strawberry flavour with Apple and Kesar
flavour with Kishmish are sweet, Homestyle Masala and Lemony
Veggie Mix are the two new savoury flavours.
With the launch of the new range of flavours, Quaker Oat’s original
goodness of wholegrain nutrition now gets the added benefit of great
taste. What’s more, with its real fruit & vegetable inclusions this healthy &
great tasting bowl of breakfast from Quaker Oats comes at just INR10/-*
and promises to appeal to consumers across age groups.
The Homestyle Masala and Lemony Veggie Mix come in single serve packs
of 28g and Kesar Flavour with Kishmish and Strawberry flavor with Apple
in single serve packs of 26g.
The packs are currently available in modern retail outlets across India and
in both modern, traditional trade across the four Southern States of
Karnataka, Andhra Pradesh, Tamil Nadu and Kerala.
The Press Release from Pepsico
ABOUT QUAKERS
Quaker as a brand is promoted on the following benefits and claims:
“Quaker Oats helps reduce cholesterol” - Indian Medical
Association
recommends 3 g of oats soluble fibre (B-glucan) every day. B-glucan acts
like tiny sponges to acts like a sponge to trap cholesterol and remove it.
Each serve of Quaker Oats provides 50percent of this requirement of B-
glucan (not found in wheat, rice or corn)
The 4 new flavours which are introduced are as follows:
1. Kesar flavour with kishmish
2. Strawberry flavour with apple
3. Lemony Veggie mix
4. Homestyle Masala
THE COMMON OATS
The common oat (Avena sativa) is a species of cereal grain grown
from its seed, which is known by the same name, they are suitable for
human consumption as oatmeal and rolled oats. Oats have numerous
uses in food, most commonly; they are rolled or crushed into oatmeal, or
ground into fine oat flour. Oatmeal is chiefly eaten as porridge, but may
also be used in a variety of baked goods, such as oatcakes, oatmeal
cookies, and oat bread. Oats are also an ingredient in many cold cereals,
in particular muesli and granola. Oats may also be consumed raw, and
cookies with raw oats are becoming popular. The discovery of the healthy
cholesterol-lowering properties has led to wider appreciation of oats as a
nutritious food.
Oat bran is the outer casing of the oat. Its consumption is believed
to lower LDL ("bad") cholesterol, and possibly to reduce the risk of heart
disease. Oats contain more soluble fibre than any other grain, resulting in
slower digestion and an extended sensation of fullness. One type of
soluble fibre, beta-glucans, has proven to help lower cholesterol. Beta-D-
glucans, usually referred to as beta-glucans, comprise a class of
indigestible polysaccharides widely found in nature in sources such as
grains, barley, yeast, bacteria, algae and mushrooms. In oats, barley and
other cereal grains, they are located primarily in the endosperm cell wall.
Oat beta-glucan is a soluble fibre.
WHO IS THE CONSUMER ?
A consumer is a person or group of people that are the final users of
products and or services generated within a social system. A consumer
may be a person or group, such as a household. The concept of a
consumer may vary significantly by context..
According to the Brand Manager of Quaker Oats,
The normal Oats is good to reduce cholesterol level. It is also for the
people want to stay fit. The Oats is digested slowly and makes the
consumer feel full and it also improves Health. Due to it bland taste, It is
considered as medicine by most of the people.
The Quaker Flavored Oats cannot reduce cholesterol. This is be the best
breakfast for an individual. All the taste and everything is there. Plus the
the B- Glucan keeps the body energetic for the entire day.
Brand Manager, Mary Varghese
REVIEW OF LITERATURE
For details about the Quaker oats Official website
http :// www . quakeroats . com
http://www.goodmorningheart.com
www.pepsicoindia.co.in
RESEARCH OBJECTIVES
1. To understand the Consumer Behavior towards purchase of Quaker
Flavored Oats
2. To know the brand promotion of Quaker Flavored Oats
3. Sources of information about Quakers Products
4. To understand Indian consumer’s health consciousness
5. The basic Decision making factor to purchase Quakers
6. The Post Purchase Process
METHODOLOGY
We will collect the primary data throughNon- Probability Sampling Technique
Convenience samplingA convenience sample is a sample where the patients are selected, in part
or in whole, at the convenience of the researcher.
We can use questionnaire and use various scaling techniques likeLikert 5 point scale-OrdinalDichotonousSample size – 30
SECONDAY DATA COLLECTED
http://www.authorstream.com/Presentation/prawin-83831-
consumer-behavior-education-ppt-powerpoint/
SAMPLING TECHNIQUES
Sampling is one of the components of a research design.
The steps in the sampling design process are as follows:
Target population Sampling frame Sampling techniques Sample size Execution
THE ANALYSIS
To find out the age group and monthly income of the respondents
Age * Monthly Income
Count
Monthly Income Total
0-50000 50000-100000 100000-
150000
Age
21-30 2 6 1 9
31-40 4 3 0 7
41-50 3 2 0 5
Above 50 8 1 0 9
Total 17 12 1 30
A. The monthly income of the respondents is fairly high in the first three categories. In Above 50 age group, the Income drops down. Some of them take retirement and some are House wives.
Family members
Frequency Percent Valid Percent Cumulative
Percent
Valid
Less Than 3 9 30.0 30.0 30.0
3-5 15 50.0 50.0 80.0
More than 5 6 20.0 20.0 100.0
Total 30 100.0 100.0
A. The Average family size is in between 3-4.
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
HeardFlav * Source 28 93.3% 2 6.7% 30 100.0%
Source
Frequency Percent Valid Percent Cumulative
Percent
Valid TV 11 36.7 39.3 39.3
Hospital 1 3.3 3.6 42.9
Through Friends 9 30.0 32.1 75.0
Promtional
Activities7 23.3 25.0 100.0
Total 28 93.3 100.0
Missing System 2 6.7
Total 30 100.0
A. The Source of Information about the product plays a very important role in the purchase of Products. The highest Publicity is sent out by the TV, then followed by Personal selling and Promotional Activities.
Prefernvce
Frequency Percent Valid Percent Cumulative
Percent
Valid
Quaker Quick Cooking
Oats13 43.3 43.3 43.3
Quaker Flavored Oats 17 56.7 56.7 100.0
Total 30 100.0 100.0
A. This is the final position of the product. When we look at the Pie-chart we can clearly state that 56% People like Quaker Flavored Oats.. Even after the introduction of Flavored Oats, 46% of people like the Normal one minute cooking Oats. The normal Oats could be made tasty according to the consumers needs. This could be done by adding any flavor of his choice, Quaker Oats provides book in which various preparation methods are shown.
Taste
Frequency Percent Valid Percent Cumulative
Percent
Valid
Strongly Agree 12 40.0 40.0 40.0
Agree 11 36.7 36.7 76.7
Neither agree nor
Disagree5 16.7 16.7 93.3
Disagree 1 3.3 3.3 96.7
Strongly Disagree 1 3.3 3.3 100.0
Total 30 100.0 100.0
A. Taste is one factor that influences the behavior of the purchase of
any FMCG products. In the case of Quakers, 40% strongly agree and
36% people agree that taste is important. Some do not agree as
they would be looking for health and a notion that all tasty foods
have some calories in them.
Price
Frequency Percent Valid Percent Cumulative
Percent
Valid
Strongly Agree 11 36.7 36.7 36.7
Agree 11 36.7 36.7 73.3
Neither Agree or
Disagree5 16.7 16.7 90.0
Disagree 1 3.3 3.3 93.3
Strongly Disagree 2 6.7 6.7 100.0
Total 30 100.0 100.0
A. The 4 P’s of the product plays an important role in the success and failure of product. A total of 72 % people agree that price is very important. 10% disagree and the rest are neutral. According to the secondary sources, The total expense of Flavored Oats rises to about Rs 1000 for a month. E.g., in a family of 3 and for a single meal,1 Sachet=1 Person3 sachets/day* 30 Days * 10(Price of Product) = Rs 900
Purchase * Monthly Income
Count
Monthly Income Total
0-50000 50000-100000 100000-150000
Purchase
Once ina month 13 5 0 18
Once in 15 days 1 6 1 8
Once in a week 1 1 0 2
Total 15 12 1 28
A. Studying this chart, we can understand the majority of the purchase is done on a
monthly basis. There is no weekly purchase. When the product is out of stock, then it
is purchased. The stock is brought for the entire month.
Value Money
Frequency Percent Valid Percent Cumulative
Percent
Valid
Strongly Agree 6 20.0 20.7 20.7
Agree 13 43.3 44.8 65.5
Neither agree or Disagree 9 30.0 31.0 96.6
Disagree 1 3.3 3.4 100.0
Total 29 96.7 100.0
Missing System 1 3.3
Total 30 100.0
A. 44% of the respondents agree that Quaker Flavored Oats is value for money. And
31% neither agree nor disagree. The Pack is just 26- 28g.
Quantity
Frequency Percent Valid Percent Cumulative
Percent
Valid
Strongly Agree 11 36.7 37.9 37.9
Agree 13 43.3 44.8 82.8
Neither Agree or Disagree 5 16.7 17.2 100.0
Total 29 96.7 100.0
Missing System 1 3.3
Total 30 100.0
A. In Quantity terms, total 81% respondents agree that the quantity of the should be increased. Since the size is less and the quantity is also less, they want the quantity to be increased.
LIMITATION
Despite all the possible effort for the sampling, there were some limitations in the survey
- The time period is just effectively 1 week
- The research was confined to Delhi NCR
- The Questionnaire was filled by Females who handle the kitchen of home
- For Qualitative Analysis, housewives were not ready to come in front of Camera.
TYPES OF CONSUMER BUYING BEHAVIOR
ROUTINE RESPONSE/PROGRAMMED BEHAVIOUR: Routine response/programmed behaviour: It is buying low involvement, frequently purchased, low cost items. examples: soft drinks, snack foods, milk etc.
Quaker Oats comes under this category. It is a routine for the family.
LIMITED DECISION MAKING: Limited decision-making buying product occasionally. That is when you need to obtain information about unfamiliar brand in a familiar product category. Example: clothes--know product class but not the brand.
EXTENSIVE DECISION MAKING Extensive decision making: Complex high involvement, unfamiliar, expensive and infrequently bought products, Spend a lot of time seeking
information and deciding, high degree of risk. Example: cars, homes, computers, education.
IMPULSE BUYING Impulse buying : No conscious planning. the purchase of the same product does not always elicit the same buying behaviour. product can shift from one category to the next. for example: going out for dinner for one person may be extensive decision making (for someone that does not go out often at all), but limited decision making for someone else. The reason for the dinner, whether it is an anniversary celebration, or a meal with a couple of friends will also determine the extent of the decision making.
CONCLUSION
1. The purchase of Quaker is often done in a monthly basis.
It is a routine response or Programmed behavior. This is a
low Involvement product with low cost.
2. The taste, Price, Quantity are important factor in purchase
of Product.
3. The external factors like promotional activities, TV,
Hospitals are also a good source of Publicizing.
Promotional activities in mall have attracted a lot of
audience and have increased the sales.
4. Still some people prefer the old Cooking Oats, Due to the
health related benefits. This is also the post purchase
process as some people still prefer the old Oats and some
prefer the New Flavored Oats.
5. Quantity and price of the product influence the product
purchase. 81% say the Quantity of the sachets should be
increased. The price for 26g / 28g of Quaker flavored oats
is high.