gold flake final)

8/3/2019 Gold Flake Final)

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2/19

A Market Survey on GOLD FLAKE (KINGS) by ITC


3/19

18%

61%

21%

DEMOGRAPHICS-SALARY

25K

SEX MALE82%

SEX FEMALE18%

DEMOGRAPHICS-SEX

Most of the respondents

where men within the age

group of 25-30 and with a

monthly income of 10k-25K.

18%

59%

23%

0% 0%

DEMOGRAPHICS-AGE

18-24 25-30 31-35 36-45 46+


4/19

3.31

3

3.49

4.51

2.80

3.43 3.27

0.00

0.50

1.00

1.50

2.00

2.50

3.003.50

4.00

4.50

5.00

Factors Determining PurchaseDecisions (Mean) On A Scale Of 5

BRAND

18%

COMPANY

8%

PRICE

12%TASTE

34%

LOOKS

3%

AVAILABILIT

Y

19%

PACKAGING

6%

FACTORS INFLUNECING

PURCHASE %


5/19

0.0

0.5

1.0

1.5

2.0

2.5

3.0

3.5

4.0

4.5

5.0

BRAND COMPANY PRICE TASTE LOOKS AVAILABILITY PACKAGING

MALE

FEMALE


6/19

0

5

10

15

20

25

30

GOLD FLAKE NAVY CUT CLASSIC MARLBORO BENSON STELLER OTHERS

BRAND PREFERENCE

30

76

5

0 03


7/19

0

5

10

15

20

25

30

GOLDFLAKE

NA

VYCUT

CLASSIC

MAR

LBORO

B

ENSON

STELLER

OTHERS

GOLDFLAKE

NA

VYCUT

CLASSIC

MAR

LBORO

B

ENSON

STELLER

OTHERS

MALE FEMALE


8/19

0.00

0.50

1.00

1.50

2.00

2.50

3.00

3.50

4.00

4.50

QUALITY PACKING VARIANCE PRICING AVAILABILITY SMOOTHNESS LOOKS

3.833.7

3.07

3.27

4.3 4.27

3.63

MEAN RATING OF GOLD FLAKE ON A SCALE OF 5


9/190 5 10 15 20 25

REGULAR

LIGHTS

23

4

0.0

3.0

FEMALE

MALE


10/19

CHANGE44%

RECOMMENDATION20%

DRIVE AWAY23%

BORROW13%

BRAND LOYALTY

CHANGE RECOMMENDATION DRIVE AWAY BORROW


11/19

0

1

2

3

4

5

6

7

8

9

10

LOOKS PACKING PRICE SMOOTH DONT LIKETHE TASTE

DONT KNOW POORTOBACCO

4

0

10

4

7

0

2


12/19

BRAND

16%

COMPANY

16%

PRICE

11%

TASTE

21%

LOOKS

12%

AVAILABILITY

10%

PACKAGING

14%


13/19

MALE

FEMALE

0.0

0.5

1.0

1.5

2.0

2.5

3.0

3.5

4.0

4.5

5.0

BRANDCOMPANY

PRICETASTE

LOOKS

AVAILABILITYPACKAGING

3.33.3

2.9

4.9

1.9

2.5

2.9

4.54.5

1.8

5

4.5

2.3

4

MALE

FEMALE


14/19

Out of the 6 given brands of cigarette, most ofthe people had opted for Gold flake (30 out 0f51).

Gold Flake has a very good distributorship hence

it is very much Available in every cigarette store. It also has a satisfactory Taste and Smoothness.

People those smoke Gold Flake are also pleasedwith its Quality as a whole.

Out of the 30 customers those who smoke GoldFlake 29 have confirmed that they are verySatisfied with the cigarette.

All these indicates that Gold Flake is doingpretty good in the cigarette markets of Kolkata.


15/19

On the other hand smokers those who do not prefer

Gold Flake feels that;

Gold Flake must work on its Taste.

They even feel that it is little over Priced.

It lacks Smoothness. Finally, improvement in the Tobacco Quality was also

suggested by some of them.


16/19

The study suffers from the basic limitations ofthe possibilities of difference between what isrecorded and what is true.

The sample size is very less and therefore thetest

that could be done on large population wasrestricted.

The findings of the survey are based on thesubjective opinion of the respondents and there

is no way of assessing the truth of thestatements.

The limitation of personal bias of respondentslimit

the scope of the study.


17/19

From the analysis and interpretation of data we canconclude the following things :-

The sale of Gold Flake is good but we should say it issatisfactory, as it is the first entrant in the Indianmarket.

Taste of Cigarette is the factor that attracts theconsumers most while they go for smoking.

The awareness of Gold flake is satisfactory to theconsumer even after the govt. restrictions oncigarette advertisements.

Price plays a vital role in controlling the purchasedecisions.

However, the study that we have undertaken concludesthat the product Gold Flake of ITC is a delightfulproduct for the consumers.


18/19

Up in smoke

That's where I wanna be,

'Cause when I'm high

The world below

Don't bother me..

- Cheech And Chong

/#share

Bibhuti Prasad Lenka

Siddharth Mukul Baruah

Prajit Goswami


19/19

gold flake final)

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