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)


C. Effectiveness


9

D. Price


E. Product Delivery


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)


C. Effectiveness


D. Price


E. Product delivery


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

falcon fire extinguisher [consumer research]

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