Consumer behaviour(1)

CONSUMER BEHAVIOUR

Consumer Behaviour towards Buying Quaker Flavoured Oats

rahul sharma pg20111148

Submitted to Ms poonam nairSubject Consumer BehaviorSubmitted on 05/04/2013Marks AllottedRemarks(if any)

INTRODUCTION OF QUAKER FLAVORED VARIANTS

Quaker Oats, the world leader and India’s No.1 Oats brand from PepsiCo

now has an all new range of flavours. Adding taste to its unique health

benefits, the new flavours lend greater variety and appeal to the Quaker

Oats portfolio. While Strawberry flavour with Apple and Kesar

flavour with Kishmish are sweet, Homestyle Masala and Lemony

Veggie Mix are the two new savoury flavours.

With the launch of the new range of flavours, Quaker Oat’s original

goodness of wholegrain nutrition now gets the added benefit of great

taste. What’s more, with its real fruit & vegetable inclusions this healthy &

great tasting bowl of breakfast from Quaker Oats comes at just INR10/-*

and promises to appeal to consumers across age groups.

The Homestyle Masala and Lemony Veggie Mix come in single serve packs

of 28g and Kesar Flavour with Kishmish and Strawberry flavor with Apple

in single serve packs of 26g.

The packs are currently available in modern retail outlets across India and

in both modern, traditional trade across the four Southern States of

Karnataka, Andhra Pradesh, Tamil Nadu and Kerala.

The Press Release from Pepsico

ABOUT QUAKERS

Quaker as a brand is promoted on the following benefits and claims:

“Quaker Oats helps reduce cholesterol” - Indian Medical

Association

recommends 3 g of oats soluble fibre (B-glucan) every day. B-glucan acts

like tiny sponges to acts like a sponge to trap cholesterol and remove it.

Each serve of Quaker Oats provides 50percent of this requirement of B-

glucan (not found in wheat, rice or corn)

The 4 new flavours which are introduced are as follows:

1. Kesar flavour with kishmish

2. Strawberry flavour with apple

3. Lemony Veggie mix

4. Homestyle Masala

THE COMMON OATS

The common oat (Avena sativa) is a species of cereal grain grown

from its seed, which is known by the same name, they are suitable for

human consumption as oatmeal and rolled oats. Oats have numerous

uses in food, most commonly; they are rolled or crushed into oatmeal, or

ground into fine oat flour. Oatmeal is chiefly eaten as porridge, but may

also be used in a variety of baked goods, such as oatcakes, oatmeal

cookies, and oat bread. Oats are also an ingredient in many cold cereals,

in particular muesli and granola. Oats may also be consumed raw, and

cookies with raw oats are becoming popular. The discovery of the healthy

cholesterol-lowering properties has led to wider appreciation of oats as a

nutritious food.

Oat bran is the outer casing of the oat. Its consumption is believed

to lower LDL ("bad") cholesterol, and possibly to reduce the risk of heart

disease. Oats contain more soluble fibre than any other grain, resulting in

slower digestion and an extended sensation of fullness. One type of

soluble fibre, beta-glucans, has proven to help lower cholesterol. Beta-D-

glucans, usually referred to as beta-glucans, comprise a class of

indigestible polysaccharides widely found in nature in sources such as

grains, barley, yeast, bacteria, algae and mushrooms. In oats, barley and

other cereal grains, they are located primarily in the endosperm cell wall.

Oat beta-glucan is a soluble fibre.

WHO IS THE CONSUMER ?

A consumer is a person or group of people that are the final users of

products and or services generated within a social system. A consumer

may be a person or group, such as a household. The concept of a

consumer may vary significantly by context..

According to the Brand Manager of Quaker Oats,

The normal Oats is good to reduce cholesterol level. It is also for the

people want to stay fit. The Oats is digested slowly and makes the

consumer feel full and it also improves Health. Due to it bland taste, It is

considered as medicine by most of the people.

The Quaker Flavored Oats cannot reduce cholesterol. This is be the best

breakfast for an individual. All the taste and everything is there. Plus the

the B- Glucan keeps the body energetic for the entire day.

Brand Manager, Mary Varghese

REVIEW OF LITERATURE

For details about the Quaker oats Official website

http :// www . quakeroats . com

http://www.goodmorningheart.com

www.pepsicoindia.co.in

RESEARCH OBJECTIVES

1. To understand the Consumer Behavior towards purchase of Quaker

Flavored Oats

2. To know the brand promotion of Quaker Flavored Oats

3. Sources of information about Quakers Products

4. To understand Indian consumer’s health consciousness

5. The basic Decision making factor to purchase Quakers

6. The Post Purchase Process

METHODOLOGY

We will collect the primary data throughNon- Probability Sampling Technique

Convenience samplingA convenience sample is a sample where the patients are selected, in part

or in whole, at the convenience of the researcher.

We can use questionnaire and use various scaling techniques likeLikert 5 point scale-OrdinalDichotonousSample size – 30

SECONDAY DATA COLLECTED

http://www.authorstream.com/Presentation/prawin-83831-

consumer-behavior-education-ppt-powerpoint/

SAMPLING TECHNIQUES

Sampling is one of the components of a research design.

The steps in the sampling design process are as follows:

Target population Sampling frame Sampling techniques Sample size Execution

THE ANALYSIS

To find out the age group and monthly income of the respondents

Age * Monthly Income

Count

Monthly Income Total

0-50000 50000-100000 100000-

150000

Age

21-30 2 6 1 9

31-40 4 3 0 7

41-50 3 2 0 5

Above 50 8 1 0 9

Total 17 12 1 30

A. The monthly income of the respondents is fairly high in the first three categories. In Above 50 age group, the Income drops down. Some of them take retirement and some are House wives.

Family members

Frequency Percent Valid Percent Cumulative

Percent

Valid

Less Than 3 9 30.0 30.0 30.0

3-5 15 50.0 50.0 80.0

More than 5 6 20.0 20.0 100.0

Total 30 100.0 100.0

A. The Average family size is in between 3-4.

Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

HeardFlav * Source 28 93.3% 2 6.7% 30 100.0%

Source

Frequency Percent Valid Percent Cumulative

Percent

Valid TV 11 36.7 39.3 39.3

Hospital 1 3.3 3.6 42.9

Through Friends 9 30.0 32.1 75.0

Promtional

Activities7 23.3 25.0 100.0

Total 28 93.3 100.0

Missing System 2 6.7

Total 30 100.0

A. The Source of Information about the product plays a very important role in the purchase of Products. The highest Publicity is sent out by the TV, then followed by Personal selling and Promotional Activities.

Prefernvce

Frequency Percent Valid Percent Cumulative

Percent

Valid

Quaker Quick Cooking

Oats13 43.3 43.3 43.3

Quaker Flavored Oats 17 56.7 56.7 100.0

Total 30 100.0 100.0

A. This is the final position of the product. When we look at the Pie-chart we can clearly state that 56% People like Quaker Flavored Oats.. Even after the introduction of Flavored Oats, 46% of people like the Normal one minute cooking Oats. The normal Oats could be made tasty according to the consumers needs. This could be done by adding any flavor of his choice, Quaker Oats provides book in which various preparation methods are shown.

Taste

Frequency Percent Valid Percent Cumulative

Percent

Valid

Strongly Agree 12 40.0 40.0 40.0

Agree 11 36.7 36.7 76.7

Neither agree nor

Disagree5 16.7 16.7 93.3

Disagree 1 3.3 3.3 96.7

Strongly Disagree 1 3.3 3.3 100.0

Total 30 100.0 100.0

A. Taste is one factor that influences the behavior of the purchase of

any FMCG products. In the case of Quakers, 40% strongly agree and

36% people agree that taste is important. Some do not agree as

they would be looking for health and a notion that all tasty foods

have some calories in them.

Price

Frequency Percent Valid Percent Cumulative

Percent

Valid

Strongly Agree 11 36.7 36.7 36.7

Agree 11 36.7 36.7 73.3

Neither Agree or

Disagree5 16.7 16.7 90.0

Disagree 1 3.3 3.3 93.3

Strongly Disagree 2 6.7 6.7 100.0

Total 30 100.0 100.0

A. The 4 P’s of the product plays an important role in the success and failure of product. A total of 72 % people agree that price is very important. 10% disagree and the rest are neutral. According to the secondary sources, The total expense of Flavored Oats rises to about Rs 1000 for a month. E.g., in a family of 3 and for a single meal,1 Sachet=1 Person3 sachets/day* 30 Days * 10(Price of Product) = Rs 900

Purchase * Monthly Income

Count

Monthly Income Total

0-50000 50000-100000 100000-150000

Purchase

Once ina month 13 5 0 18

Once in 15 days 1 6 1 8

Once in a week 1 1 0 2

Total 15 12 1 28

A. Studying this chart, we can understand the majority of the purchase is done on a

monthly basis. There is no weekly purchase. When the product is out of stock, then it

is purchased. The stock is brought for the entire month.

Value Money

Frequency Percent Valid Percent Cumulative

Percent

Valid

Strongly Agree 6 20.0 20.7 20.7

Agree 13 43.3 44.8 65.5

Neither agree or Disagree 9 30.0 31.0 96.6

Disagree 1 3.3 3.4 100.0

Total 29 96.7 100.0

Missing System 1 3.3

Total 30 100.0

A. 44% of the respondents agree that Quaker Flavored Oats is value for money. And

31% neither agree nor disagree. The Pack is just 26- 28g.

Quantity

Frequency Percent Valid Percent Cumulative

Percent

Valid

Strongly Agree 11 36.7 37.9 37.9

Agree 13 43.3 44.8 82.8

Neither Agree or Disagree 5 16.7 17.2 100.0

Total 29 96.7 100.0

Missing System 1 3.3

Total 30 100.0

A. In Quantity terms, total 81% respondents agree that the quantity of the should be increased. Since the size is less and the quantity is also less, they want the quantity to be increased.

LIMITATION

Despite all the possible effort for the sampling, there were some limitations in the survey

- The time period is just effectively 1 week

- The research was confined to Delhi NCR

- The Questionnaire was filled by Females who handle the kitchen of home

- For Qualitative Analysis, housewives were not ready to come in front of Camera.

TYPES OF CONSUMER BUYING BEHAVIOR

ROUTINE RESPONSE/PROGRAMMED BEHAVIOUR: Routine response/programmed behaviour: It is buying low involvement, frequently purchased, low cost items. examples: soft drinks, snack foods, milk etc.

Quaker Oats comes under this category. It is a routine for the family.

LIMITED DECISION MAKING: Limited decision-making buying product occasionally. That is when you need to obtain information about unfamiliar brand in a familiar product category. Example: clothes--know product class but not the brand.

EXTENSIVE DECISION MAKING Extensive decision making: Complex high involvement, unfamiliar, expensive and infrequently bought products, Spend a lot of time seeking

information and deciding, high degree of risk. Example: cars, homes, computers, education.

IMPULSE BUYING Impulse buying : No conscious planning. the purchase of the same product does not always elicit the same buying behaviour. product can shift from one category to the next. for example: going out for dinner for one person may be extensive decision making (for someone that does not go out often at all), but limited decision making for someone else. The reason for the dinner, whether it is an anniversary celebration, or a meal with a couple of friends will also determine the extent of the decision making.

CONCLUSION

1. The purchase of Quaker is often done in a monthly basis.

It is a routine response or Programmed behavior. This is a

low Involvement product with low cost.

2. The taste, Price, Quantity are important factor in purchase

of Product.

3. The external factors like promotional activities, TV,

Hospitals are also a good source of Publicizing.

Promotional activities in mall have attracted a lot of

audience and have increased the sales.

4. Still some people prefer the old Cooking Oats, Due to the

health related benefits. This is also the post purchase

process as some people still prefer the old Oats and some

prefer the New Flavored Oats.

5. Quantity and price of the product influence the product

purchase. 81% say the Quantity of the sachets should be

increased. The price for 26g / 28g of Quaker flavored oats

is high.