Research on lipton

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PRINCIPLES OF MARKETING

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Table of ContentsOBSERVATION: .................................................................................................................................................. 4

MY OBSERVATION:........................................................................................................................................ 4

PROBLEM: ......................................................................................................................................................... 4

TYPE OF RESEARCH: .......................................................................................................................................... 4

VARIABLES: ....................................................................................................................................................... 5

CLASSIFICATION OF VARIABLES: ....................................................................................................................... 6

Dependent Variable ...................................................................................................................................... 6

Independent Variable ................................................................................................................................... 6

THEMATIC DIAGRAM ........................................................................................................................................ 7

LOGICAL STATEMENT........................................................................................................................................ 8

TYPE OF INVESTIGATION................................................................................................................................... 8

study settings ................................................................................................................................................ 8

UNIT OF ANALYSIS ............................................................................................................................................ 8

TIME HORIZON .................................................................................................................................................. 8

METHOD SELECTION ......................................................................................................................................... 9

DATA COLLECTION ............................................................................................................................................ 9

SAMPLING TYPE ................................................................................................................................................ 9Non Probability Sampling: ............................................................................................................................ 9

QUESTIONIARE ................................................................................................................................................ 10

MEASUREMENT SCALES: ............................................................................................................................. 10

QUESTIONIARE FOR LIPTON: ...................................................................................................................... 10

FINDINGS ........................................................................................................................................................ 14

SUGESTIONS .................................................................................................................................................... 14

LIMITATIONS ................................................................................................................................................... 14


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OBSERVATION:

Before starting any research, we need a purpose of that research which is the problem of any

brand or product needs a solution. For going towards the solution we need to observe in themarket. Problem cannot be identified without observation.

Observation can be observed with human 5 senses:

1. Sense of vision2. Sense of smelling3. Sense of tasting4. Sense of feeling [touch]5. Sense of hearing

MYOBSERVATION:

There is abundance of Lipton mint flavored tea on the shelves of big stores.

PROBLEM:

Why people are not purchasing Lipton mint flavored tea?

TYPE OF RESEARCH:

The Research type is exploratory.

Because the causes and effects are not clear Data is inaccessible but available Available data is not from the credible source.


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VARIABLES:

Availability Supply chain Product Cost Margin of profit Customer purchasing power Customer desired value Customer taste Customer awareness 4 Ps Customer brand loyalty Economic cycle Government regulation Currency devaluation Tax tariff Manufacturing Market volume Competition Quality Population Growth Demographic factors International regulation Geographic factors Infrastructure


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CLASSIFICATION OF VARIABLES:

DEPENDENTVARIABLE

Sale of the tea.

INDEPENDENTVARIABLE

Price Taste Packaging Advertisement

MODERATING VARIABLES

Customer preferences GST Resources


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THEMATIC DIAGRAM

Customers

preference

GST

Resources


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LOGICAL STATEMENT

IF the price of Lipton mint tea decrease THEN the sale will Increase.

IF the packaging of Lipton mint tea is in variety THEN the sale will Increase.

IF the taste is good THEN the sale will Increase.

IF the advertisement is proper THEN the sale will Increase.

TYPE OF INVESTIGATION

The investigation type is CORELATIONAL [non causal]

STUDY SETTINGS

The area research is conducted are makro whole sale centre, HKB and Alfatah store in a natural

environment. We selected the people randomly and give them the questionnaire.

The study setting is NON CONTRIVED [NATURAL]

UNIT OF ANALYSIS

Unit of analysis is INDIVIDUAL.

TIME HORIZONTime Horizon is LONGITUDNAL.

TIME is fixed AREA is not fixed


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METHOD SELECTION

POPULATION: LAHORE (APPROX 9MILLION)

POPULATION FRAME: HKB GULBERG ALFATAH STOREMAKRO WHOLE SALE CENTRE

SAMPLE: 30 SAMPLES

SUBJECT 30 CONSUMER

DATA COLLECTION

1. Observation:2. Structured Interviews:3. Questionnaires:

Introduction General Questions Specific Questions Counter Questions Personal Information Questions

SAMPLING TYPE

NONPROBABILITYSAMPLING:

In Non probability sampling we have conducted quota sampling.

i. HKBii. Al-fatehiii. Makro


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QUESTIONIARE

MEASUREMENTSCALES:

1. Nominal Scale2. Ordinal Scale3. Interval Scale4. Ratio Scale

QUESTIONIAREFORLIPTON:

1. Do you take tea?

2. Which brand do you prefer?


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3. Do you use Lipton mint tea?

4. Importance of attribute according to customer

5. In the current level of Govt. regulation, the price of the mint tea is?

Reasonable Not Reasonable


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6. The packaging of Lipton mint tea is according to your perceived value?

7. How did you come to know about Lipton Mint tea?

8. What was your reaction towards the commercial of Lipton mint tea?


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9. After experiencing the Lipton mint tea, are you satisfy by the taste of it?


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FINDINGS

1. Advertising is not capturing the target market of Lipton Mint as compared toLipton Tea

2. Taste of Lipton tea is not preferable by the most of the consumers because ofartificial ingredients.

3. Price is adequate (reasonable).4. Packaging is somehow attractive.5. People prefer mint tea in winter season.

SUGESTIONS

1. PUSH & PULL strategy is required there2. Company should identify benefits of mint tea

LIMITATIONS

1. Time constraints2. Financial constraints

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GoodGeneralalways wins the warwithoutwar

Research on lipton

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