Post on 10-Apr-2018
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Consumers Attitude
Towards Choosing Jams/Jellies/Marmalades
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PROBLEM Consumers attitude about choosing Jams,Jellies and Marmalade.
OBJECTIVE The research conducted was exploratory.
DESIGN Survey - close ended questionnaire
SampleSize 50 consumers.
Area Millenium Mall (10), Dolman Mall (10),
Forum Mall (10), Saddar (10), I. I.
Chundrigar Road (5) and Korangi (5).
Overview
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Consumers attitude about choosing Jams, Jellies andMarmalade particularly towards local brands.
Focused on local Pakistani brands only.
Brands available in the market:
1. i. Mitchells
2. ii. National
3. iii Ahmed4. iv Salman
5. v Shezan
6.
Introduction
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AGE GROUP
12 %
34 %54 %
< 18
18-30
31 & above
Analysis & Interpretation
54% : 31 and above
34% :18-30
12% : < 18 years old.
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96% : Yes
4% : No.
CONSUMPTION OF JAM /
JELLIES / MARMALADE
96%
4%
Yes
No
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54% : Prefer jams
22% : Prefer jellies
24% : Prefer marmalades.
PREFERENCE
22%
24%
54%
JamJell
Marmalade
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62% : itchells
12% : National
8% : Shezan
6% : Ahmed, Salman & foreign brands each
CHOICE OF BRAND
12%
6%
6%
8%
6%
6
2%
itchells
National
Ahmed
Salman
Shehzan
Other
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76% : Brand loyal
24% : Would rather buy another brand next
time they go grocery shopping.
BRAND LOYAL
24%
76%
Yes
o
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82% : Believed their brand was reliable.
18% : Did not.
RELIABILITY OF BRAND
18%
82%
es
o
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34% : ixed fruit
18% : Strawberry
16% : range for marmalades
8% : ango
4% : Plum
20% : ther flavours like apple, lemon etc.
VARIANT / FLAVOUR
34%
8%4%
16%
20%
18%
ixedFruit
ango
Strawberry
Plum
range
ther
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WHY THIS BRAND?
14%
0%
56%
14%
10% 6%
Price
Packaging
Quality
Brand Name
Flavour
Variety
56% : Quality.
14% : Price or Brand Name
respectively.
10% : Flavour offered
6% : Variety
In the survey no one thought packaging
played a role but I beg to differ.
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WILLINGNESS TO TRY NEWPRODUCT
48%
46%
6%
Yes
No
Maybe
48% :Wouldtry out a newproduct.
46% :Wouldno t.
6% :We re uncerta inwhe therthey would orno t.
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USAGE
50%
14%
18%
18% Everyday
Weekly
Monthly
Occasionally
50% : Consumejam/jelly/marmalade everyday14% : Consume it weekly
18% :Divided between consuming
jam/jelly/marmalade eithermonthly or
occasionally.
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SATISFACTION
86%
14%
Yes
No
86% : Satis fied.
14% : Dissatis fied.
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KNOWLEDGE OF DIET JAMS
54%
46% Yes
No
5 4% : Knew about die t jams .
4 6% : Did no t know.
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WILLINGNESS TO TRY DIET JAMS
38%
62%
Yes
No
38% : Willing to try out the die t jams .
62% : Chose no t to .
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People avoided filling the survey.
People were hesitant in giving private information.
Consumers were curious about what I will do with
the information.
iddle-aged men were more cooperative than
women of any age.
People kept confusing me for a sales girl, despite
clarification.
Dealing with consumers can be a challenging
experience.
Limitations
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Brands must continue to maintain their quality.
Try to reduce the prices.
Diseases like bird flu, are an opportunity for
manufacturers to attract consumers.
anufacturers must pay special attention to thehygiene factor involved in the processing of these
items.
Recommendations
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Consumers have a very positive attitude when itcame to the consumption of jam, jelly or marmalade.
ost people dont really know the difference betweenjam, jelly or marmalade.
They choose randomly without realising what they arebuying.
ost people were confused between marmalade andmargarine, believing that its one and the same.
Despite the problems occurred during data collectionit was worth the knowledge I gained from this
experience
Conclusion
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