project report on arket survey

8/8/2019 Project Report on Arket Survey

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MARKET SURVEYFOR UNDERSTANDING VARIOUS ASPECTS FOR

LAUNCHING A CAF IN AHMEDABAD

A PROJECT REPORTON

At Anil Products Limited,Ahmedabad

BY: SACHIN MODI


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IncludesIncludes

Company ProfileCompany Profile

ObjectiveObjective

Project divided into Four Parts :-Project divided into Four Parts :-

1.1. Consumer Survey for cafConsumer Survey for caf

2.2. Malls & Hypermarkets surveyMalls & Hypermarkets survey

3.3. Consumer Survey for Ice creamConsumer Survey for Ice cream

4.4. Ice cream Parlour SurveyIce cream Parlour SurveyRecommendationRecommendation


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ANIL PRODUCTS LTD.ANIL PRODUCTS LTD.

It is a part of Lalbhai GroupIt is a part of Lalbhai Group

It is a 60 years old organization.It is a 60 years old organization.

Anil manufactures large range of products which areAnil manufactures large range of products which areused in textile, chemical, food, pharmaceutical, paperused in textile, chemical, food, pharmaceutical, paper

& other industries in India.& other industries in India.Key Products :Key Products :

StarchStarch

Liquid GlucoseLiquid Glucose

Dextrose MonohydrateDextrose Monohydrate

Dextrose anhydroseDextrose anhydroseSorbitolSorbitol


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OBJECTIVEOBJECTIVE

Our objective is to identify a suitableOur objective is to identify a suitable

market segmentmarket segment

and understand their needs andand understand their needs andpreferences regarding the offeringpreferences regarding the offering

and various aspects for launching a cafand various aspects for launching a caf

in Ahmedabadin Ahmedabad


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(A)(A) CONSUMER SURVEY FOR CAFCONSUMER SURVEY FOR CAF

RESEARCH METHODOLOGYRESEARCH METHODOLOGY

ObjectiveObj

ectiveSources of data collection : PrimarySources of data collection : Primary

Data collection method : Personal Interview MethodData collection method : Personal Interview MethodResearch Instrument : QuestionnaireResearch Instrument : Questionnaire

Sample type : Service PersonsSample type : Service Persons

Students.Students.

Sample size : 350Sample size : 350

Target Group : Upper classTarget Group : Upper class

Upper middle classUpper middle class


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CAF ANALYSISCAF ANALYSIS

FREQUE NCY OF VISI

53%

25%

16%6% once a week

2-3 times a week

more than 3 times a we

once a month

How frequently you visit a caf ?


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What is preferred days of week to visit a caf ?What is preferred days of week to visit a caf ?

PREFERRED DAYS OF WE

33%

33%

34% Weekdays

Saturday

Sunday


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What is preferred time slot to visit a caf ?What is preferred time slot to visit a caf ?

PREFER RED TIME SL

29%

56%

15%6 to 8

8 to 10

10 to 12


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Which caf you prefer ?Which caf you prefer ?

PREFERRED CAFE

47%

32%

11%

3%7%

CCD

MOCHA

Upper crust

New yorker

TC


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Rank the criteria which you consider whileRank the criteria which you consider while

selecting a caf ?selecting a caf ?

As per questionnairesAs per questionnaires

Taste of foodTaste of food

PrivacyPrivacyFun place to hang outFun place to hang out

AmbienceAmbience

Speed of serviceSpeed of service

Variety of menu selectionsVariety of menu selectionsValueValue

Portion sizesPortion sizes


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What extras you want in a caf ?What extras you want in a caf ?

OTHER ATTRACTIONS

58%18%

24% music

TV

Private partyspace


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Would you like to visit a caf which starts itsWould you like to visit a caf which starts its

operation in the morning ?operation in the morning ?

64%

36%yes

no


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ObjectiveObjective Sources of data collection : PrimarySources of data collection : Primary

Research Approach : ObservationalResearch Approach : ObservationalResearch Instrument : QuestionnaireResearch Instrument : QuestionnaireSample type : Gallops MallSample type : Gallops Mall

Vishal Mega MartVishal Mega Mart

Himalaya MallHimalaya Mall10 Acres10 Acres


(B)MALL AND HYPERMARKET SURVEY(B)MALL AND HYPERMARKET SURVEY


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Average footfall takes place per hourAverage footfall takes place per hourat peak timeat peak time

MALLS WEEKDAY SATURDAY SUNDAY AVERAGE

GALLOPS 322 876 1522 906

VISHAL 576 408 936 640

HIMALAYA 816 1560 2500 1625

10 ACRES 592 1512 2200 1434


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PERCENTAGE OF PEOPLE VISITINGPERCENTAGE OF PEOPLE VISITING

FOOD COURTFOOD COURT

MALLS PERCENTAGE

GALLOPS 23.38 %

VISHAL 10.50 %

HIMALAYA 7.19 %

10 ACRE 6.31 %


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ObjectiveObjective

Sources of data collection : PrimarySources of data collection : Primary

Data Collection Method : Personal InterviewData Collection Method : Personal InterviewMethodMethodResearch Instrument : QuestionnaireResearch Instrument : Questionnaire

Sample type : Consumers of ice cream ParlourSample type : Consumers of ice cream Parlour


(C) CONSUMER SURVEY FOR ICE CREAM(C) CONSUMER SURVEY FOR ICE CREAM


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Rank the criteria for selecting iceRank the criteria for selecting ice

cream ?cream ?

TasteTaste

FlavoursFlavours

CreaminessCreaminessPricePrice

PresentationPresentation

TextureTextureConsistencyConsistency


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Most preferred place to have iceMost preferred place to have ice

cream ?cream ?

MOST PREFERRED PLACE TO HAVE

ICE CREAM

21%

25%

27%

18%

9%Mall

Restaurant

Caf

Home

Others


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Analysis of brandsAnalysis of brands

PREFERRED BRAND(S)

20%

27%

4%3%

2%2%

42%

Natural

Amul

Havmor

Vadilal

Baskin robbins

Kwality walls

Others


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BRAND/FACTOR ANALYSIS

0

10

20

30

40

50

60

70

80

90

0 10 20 30 40 50

Price affordability

Tas

te

Natural

Amul

Havmor

Vadilal

(Happinezz)Kwality walls

Baskin

Robbins

MULTI DIMENSIONAL SCALE (MDS)


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(D) SURVEY OF ICE CREAM PARLOUR(D) SURVEY OF ICE CREAM PARLOUR


ObjectiveObjective

Sources of data collection : PrimarySources of data collection : Primary

Data Collection Method : Personal Interview & ObservationalData Collection Method : Personal Interview & Observational

Research Instrument : QuestionnaireResearch Instrument : Questionnaire

Sample Type : Selected Ice cream ParloursSample Type : Selected Ice cream Parlours

Sample Size : 17Sample Size : 17


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ICE CREAM PARLOURSICE CREAM PARLOURS

Sitting space:Sitting space:11 to 32 persons11 to 32 persons..

Peak time:Peak time: 7:00 p.m. to 12:00 p.m.7:00 p.m. to 12:00 p.m.

Average storage time:Average storage time:1-2 days1-2 daysScoop size:Scoop size: 90 to 100 ml90 to 100 ml

Displayed Flavours:Displayed Flavours:12 to 5212 to 52


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Most preferred flavours:Most preferred flavours:

We canWe can rankrankpopularpopularflavoursflavours in their order ofin their order of

preference:preference:

ChocochipsChocochips

ChocolateChocolate

VanillaVanilla

Butter scotchButter scotch

Promotional Schemes:Promotional Schemes: Currently,Currently, HavmorHavmor,,AmulAmulandandHappinezzHappinezz are offeringare offering buy 1 get 1 freebuy1 get 1 free scheme inscheme in 750 ml750 mlparty packparty pack..


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RECOMMENDATIONRECOMMENDATION


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For Location & LayoutFor Location & Layout ::

Most lucrative segment is college goingMost lucrative segment is college going

youth, so it is better to open a caf nearyouth, so it is better to open a caf near

by college.by college.

It is good to break up caf intoIt is good to break up caf into

departments.departments.

Caf starts operating fromCaf starts operating from

morning.morning.


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It is good idea to open caf havingIt is good idea to open caf having

separate hookah bar.separate hookah bar.

In malls, maximum footfall takes placeIn malls, maximum footfall takes place

during 6 pm to 8 pm everyday, soduring 6 pm to 8 pm everyday, so

advertisement should be done duringadvertisement should be done during

this time.this time. Malls in residential areas enjoy largerMalls in residential areas enjoy larger

footfall than otherwisefootfall than otherwise


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For PromotionFor Promotion ::

Newspaper Times of India & RadioNewspaper Times of India & Radio

Mirchi is the most effective medium forMirchi is the most effective medium for

advertisement.advertisement.

Can sponsor someCan sponsor some contest or events incontest or events in

collegescolleges..


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THANKTHANK

YOUYOU

project report on arket survey

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