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Falcon Fire Extinguisher [Consumer Research]
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Transcript of Falcon Fire Extinguisher [Consumer Research]
0
University of Santo Tomas
College of Commerce and Business Administration
1st Semester, A.Y. 2010-2011
A Simplified Consumer Research Plan for Falcon Fire Extinguisher
Submitted by:
Kristian M. Concepcion
Irvin Lester D. Ong
Mariz M. Santos
Submitted to:
Mr. James Platon
October 9, 2010
1
TABLE OF CONTENTS
Research Objectives................................................................................................................................2
Secondary Data........................................................................................................................................3
Primary Data..............................................................................................................................................6
Data Reporting & Analysis.....................................................................................................................18
Appendix..................................................................................................................................................19
2
RESEARCH OBJECTIVES
The researchers have enumerated below the objectives of this consumer research study.
1) Identify and understand what brand of fire extinguisher is at the top of mind
awareness of consumers
2) Identify how consumers buy fire extinguishers, where they usually place fire
extinguishers and how often they replace these
3) Analyze the data gathered about consumers buying fire extinguishers
3
SECONDARY DATA
Below is a table summarizing the secondary data that the researchers have read
and acquired in the course of the research.
Article Findings Location Design
1. Fire
extinguishers
101
It enumerates the fire
extinguisher types. It
also provides useful
information on how to
use a fire
extinguisher, where to
place it and other
information pertinent
to fire extinguishers
and fire prevention.
National Fire
Protection Association
web site (American)
Qualitative and
quantitative
2. Report on a
survey into
portable fire
extinguishers
and their use
The survey report
contains statistics on
Europe’s causes of
fire, types of fire
extinguisher used and
other relevant data. It
also contains
statistics on how
much Europe has
saved in a specified
time period and
statistics on preferred
types of fire
extinguishers and
where it is commonly
used during fire
incidents.
Survey carried out
jointly by Fire
Extinguishing Trades
Association and
Independent Fire
Engineering et
Distributors
Association in the
United Kingdom
Quantitative
3. St. Dominic
brochure
The brochure
contains the prices of
Philippines Quantitative
4
what St. Dominic
offers: fire safety
equipment. Contains
a little background
information about the
establishment.
4. Survey on fire
extinguishers
The survey is in PDF
format and includes
the questionnaire. It is
similar to the survey
on Article # 2. It is
more comprehensive
and is somewhat
more ‘raw’.
Fire Industry
Association website
(European)
Quantitative and
qualitative
5. Guidelines in
the approval of
alternative
and/or
remedial fire
safety
measures
The form is available
in the web site of the
Bureau of Fire
Protection, which
came from the
Department of the
Interior and Local
Government. It
specifies
requirements and
guidelines to follow
about fire safety
measures.
Bureau of Fire
Protection
(Philippines)
Qualitative
The secondary data obtained helped the researchers by providing them a
background on the fire extinguisher industry in other countries. The data obtained
includes consumer surveys on fire extinguishers.
5
The type of research used is one that is quantitative and partly qualitative. The
researchers used exploratory research through the use of survey questionnaires and
interviews. The survey questionnaires will be given only to the appropriate
respondents. Those to be interviewed are people working in EPS Enterprises,
manufacturer of Falcon brand of fire extinguisher.
6
PRIMARY DATA
Company background
Efren P. Santos (EPS) Enterprises is a manufacturer, wholesaler and distributor of fire
extinguishers and other firefighting equipment. It has been existing for 34 years now and has
created a strong name within the fire extinguisher industry. It continues to be one of the most
trusted manufactures of quality fire extinguishers.
Below is the questionnaire used in conducting the study. The following pages are
the results of the survey:
No. of respondents: 50
Respondent addresses:
42 – Manila
6 – Quezon City
2 – Marikina City
Good day! We are Kristian Concepcion, Irvin Ong & Mariz Santos, students from the
College of Commerce & Business Administration of the University of Santo Tomas.
We are conducting a survey regarding consumer attitudes on fire extinguishers.
We would like to thank you for giving us the opportunity to take a few minutes of your
time to assist us in answering this survey. There is no right or worn answers. Please give us
your hones and objective opinions. Your responses will be treated with utmost confidentiality.
Q1. When thinking about fire extinguishers, what brand comes first to your mind?
_________________________________
Q2. What else? ______________________________________
7
_______________________________________
_______________________________________
Q3. Where do you usually place fire extinguishers?
__Kitchen __Backyard
__Garage __Bedroom
__Living room __Others, please specify:
__Dining area _______________________________
Q4. What type of fire extinguisher do you prefer or are you familiar with?
__Powder type (ammonium phosphate)
__Foam type (aqueous film-forming foam)
__Dry ice type
__Liquid type
__Others, please specify: _____________________________
Q5. The last time you bought a fire extinguisher, what brand did you buy?
__Falcon __Guardland
__Fire Control __Palmer Asia
__First Alert __Raven
__Gemini __Safe One
__Others, please specify:
_____________________________
8
Q6. What brand of fire extinguisher are you currently using?
__Falcon __Guardland
__Fire Control __Palmer Asia
__First Alert __Raven
__Gemini __Safe One
__Others, please specify:
_____________________________
Q7. Where do you most often purchase fire extinguisher(s)?
__Mall
__Hardware store
__Manufacturer/Distributor/Wholesaler
__Online
__Yellow page
__Fire department
__Others, please specify: ______________________________
Q8. Please choose the level of importance of each quality of a fire extinguisher when buying
one.
A. Durability
__Unimportant __A bit important __Important __Very Important
B. Lightness (Weight)
__Unimportant __A bit important __Important __Very Important
C. Effectiveness
__Unimportant __A bit important __Important __Very Important
9
D. Price
__Unimportant __A bit important __Important __Very Important
E. Product Delivery
__Unimportant __A bit important __Important __Very Important
10
Q1. Top of mind awareness
Answers No. of answersFalcon 9Fire control 5First alert 9Safe one 6Gemini 2Palmer Asia 3Raven 11Action 2Bronco 1
The findings reveal that Raven is the most recognized brand among the brands of fire extinguishers answered by the respondents. Other brands known by the consumers are also enlisted. These brands are may be the most preferred by many buyers.
Falcon Fire ControlFirst Alert Safe One Gemini Palmer Asia Raven Action Bronco0
2
4
6
8
10
12
11
Q2. Other brand awareness
Answers No. of answersFalcon 6Fire Control 10First Alert 6Champion 2Gemini 6Guardland 6Palmer Asia 3Raven 5Safe One 4Sentry 2Amerex 3Yamato 1
The table above shows the other brands that are familiarized by the respondents. Fire Control fire extinguishers topped the list, which can indicate that it is one of the brands that are being used by most of the buyers and/or other suppliers. Yamato, on the other hand, is the least identified brand.
Falco
n
Fire C
ontrol
First
Alert
Champion
Gemini
Guardlan
d
Palmer
AsiaRav
en
Safe
OneSe
ntry
Amerex
Yamato
0
2
4
6
8
10
12
12
Q3. Placement of fire extinguishers
Answers No. of answersKitchen 31Garage 6Living Room 2Dining Area 2Backyard 0Bedroom 9
The results show that most consumers place fire extinguishers in their kitchen, which are considered to be a prone-to-accident area. The bedroom comes as the second most frequent placement of fire extinguishers.
Kitchen Garage Living Room Dining Area Backyard Bedroom0
5
10
15
20
25
30
35
13
Q4. Type of fire extinguisher preferred
Answers No. of answersPowder type (ammonium phosphate) 34Foam type (aqueous film-forming foam) 6Dry ice type 2Liquid type 8
The table above shows that most buyers of fire extinguishers chose the powder type (ammonium phosphate) among all the other types of fire extinguishers offered by the manufacturers/wholesalers/distributors.
Powder type (am-monium phosphate)
Foam type (aqueous film-forming foam
Dry ice type Liquid type0
5
10
15
20
25
30
35
40
14
Q5. Brand bought last time
Answers No. of answersFalcon 9Fire Control 5First Alert 9Gemini 2Guardland 0Palmer Asia 3Raven 2Safe One 6Others: Action Bronco
21
The answers above tell that the Falcon and First Alert brands of fire extinguishers were bought by most of the respondents of the survey conducted.
Falco
n
Fire C
ontrol
First
Alert
Gemini
Guardlan
d
Palmer
AsiaRav
en
Safe
One
Others: A
ction
Bro
nco0123456789
10
15
Q6. Current brand being used
Answers No. of answersFalcon 9Fire Control 5First Alert 9Gemini 2Guardland 0Palmer Asia 3Raven 2Safe One 6Other: Action Bronco
21
The results show that Falcon and Fire Control fire extinguishers are being patronized by most of the respondents.
Falco
n
Fire C
ontrol
First
Alert
Gemini
Guardlan
d
Palmer
AsiaRav
en
Safe
One
Other: Acti
on
Bro
nco0123456789
10
16
Q7. Frequency of place of fire extinguisher bought
Answers No. of answersMall 3Hardware store 4Manufacturer/distributor/wholesaler 34Online 1Yellow pages 3Fire department 5
Most of the respondents buy directly from the manufacturer/wholesaler/distributor of fire extinguishers.
Mall
Hardware
store
Manufac
turer/d
istrib
utor/wholes
aler
Online
Yello
w pages
Fire d
epart
ment
0
5
10
15
20
25
30
35
40
17
Q8. Level of importance of each attribute of a fire extinguisher
A. Durability
Unimportant A bit important Important Very important0 1 10 39
B. Lightness (weight)
Unimportant A bit important Important Very important2 5 30 13
C. Effectiveness
Unimportant A bit important Important Very important0 0 6 44
D. Price
Unimportant A bit important Important Very important2 4 33 11
E. Product delivery
Unimportant A bit important Important Very important1 7 26 16
Durability Lightness (weight) Effectivness Price Product Delivery0
5
10
15
20
25
30
35
40
45
50
UnimportantA bit importantImportantVery Important
18
DATA REPORTING & ANALYSIS
The survey questionnaire contains only 8 questions and briefly covers the aspects of
purchasing fire extinguishers. It is clear that Raven brand is at the top of mind awareness of
consumers. Falcon has a significant share of answers from respondents in the top of mind
awareness of consumers. Other brands mentioned by the respondents in the second question
are either known brands or are brands that are not much known by other consumers.
When asked about where consumers usually place fire extinguishers, the kitchen area
appeared as the most frequent place where they place their fire extinguishers. The researchers
assume that the kitchen is fire-prone area because this is where much of the appliances in the
home are located; appliances such as the refrigerator, microwave oven, toaster, blender, gas
range and other electrical appliances which may pose potential harm in causing fire.
The powder type of fire extinguisher has the most answers. This means that the powder
type is the most frequently used or purchased type by consumers. When asked about the last
brand of fire extinguisher bought, Falcon and First Alert appears to have the highest number of
tallied answers. Same results were acquired in question 7, wherein the brand being currently
used by consumers are Falcon and First Alert.
The most often place where respondents buy a fire extinguisher is through a
manufacturer/distributor/wholesaler outlet. The last question, which requested respondents to
choose the level of importance of each quality of fire extinguisher, revealed that all the qualities
rated (durability, lightness, effectiveness, price, product delivery) had the most tallied answers
on “important” and very “important”. This goes to show that since a fire extinguisher is not a fast-
moving consumer good, much importance is given to the qualities of a fire extinguisher.
19
Q1. When thinking about fire extinguishers, what brand comes first to your mind?
_________________________________
Q2. What else? ______________________________________
______________________________________________________________________________
Q3. Where do you usually place fire extinguishers?
__Kitchen __Backyard__Garage __Bedroom__Living room __Others, please specify:__Dining area _______________________________
Q4. What type of fire extinguisher do you prefer or are you familiar with?
__Powder type (ammonium phosphate)__Foam type (aqueous film-forming foam)__Dry ice type__Liquid type
__Others, please specify: _____________________________
Q5. The last time you bought a fire extinguisher, what brand did you buy?
__Falcon __Guardland__Fire Control __Palmer Asia__First Alert __Raven__Gemini __Safe One
__Others, please specify:_____________________________
Q6. What brand of fire extinguisher are you currently using?
__Falcon __Guardland__Fire Control __Palmer Asia__First Alert __Raven__Gemini __Safe One
__Others, please specify:_____________________________
20
Q7. Where do you most often purchase fire extinguisher(s)?
__Mall __Hardware store__Manufacturer/Distributor/Wholesaler__Online__Yellow page__Fire department
__Others, please specify: ______________________________
Q8. Please choose the level of importance of each quality of a fire extinguisher when buying one.
A. Durability __Unimportant __A bit important __Important __Very Important
B. Lightness (Weight)__Unimportant __A bit important __Important __Very Important
C. Effectiveness__Unimportant __A bit important __Important __Very Important
D. Price__Unimportant __A bit important __Important __Very Important
E. Product Delivery__Unimportant __A bit important __Important __Very Important