5
5.0 SURVEY ANALYSIS & FINDINGS: 5.1 Consumer Survey
Analysis:
For this part of the report, we conduct a survey on the
Confectionery customers who lived in Mirpur, Dhanmondi, Rampura,
New market areas. The questionnaire is divided into three section
for an effective analysis, one is general findings of
confectionery, second one is about PRAN confectionery and third one
is others confectioneries. After finishing the survey, the
researcher found the following findings:
5.2 Questionnaires about general confectionery:
Source: Table 5.2.1
Figure 1: Preference CriterionWhen consumers buy confectionery
products they prefer the following criterion respectively. We found
that 55% consumers prefer quality and 11% prefer price, packaging
and taste. So, PRAN should maintain quality strictly.
Buying places of confectionery products:
Source: Table 5.2.2
Figure 2: Buying placesFrom the chart we have found that 60%
consumers buy confectionery products from confectionery stores, 15%
from fast food store, 19% from super store and 7% from nearby
stores.
So, in this case PRAN should supply products to the
confectionery stores.Category of confectionery products:
Source: Table 5.3.3
Figure 3: Confectionery products categoryFrom the chart we have
found that 32% consumers prefer candy, 18% gum base items, 16%
chocolate, 17% consumers prefer wafer, 11% prefer lollipop.
Recall of Ads:
Source: Table 5.2.4
Figure 4: Recall of adsFrom the chart we know that 78% consumer
can recall specific ads of confectionery products and 22% consumers
cannot recall ads. So, it is found that the ads of PRAN are
effective.
Brands awareness:
Source: Table 5.1.5
Figure 5: Brand awarenessFrom the chart we know that 53%
consumers are awared about PRAN, 23% prefer Perferri, 10% and 14%
consumer aware others brands.
Brand preference:
Source: Table 5.2.6
Figure 6: Brand preferenceHere we have found that 57% consumers
prefer PRAN, where 21% consumers prefer Perfetti, Nabisco and Elson
4% and 11% prefer other brands. So, PRAN has favorable brand
awareness.
Reason of buying:
Source: Table 5.2.7
Figure 7: Reason of buyingFrom the chart we have found that 58%
consumers buy PRAN confectionery for its quality, 18% buy for its
packaging, 12% buy for low prices, 7% buy for its taste. So, the
quality of PRAN confectionery is good.
Consumer Satisfaction:
Source: Table 5.2.8
Figure 8: Customer satisfactionFrom the chart we have found that
71% consumers are satisfied, 18% consumers are not satisfied and
remaining 11% consumer are neither satisfied nor dissatisfied. So,
the maximum number of consumers are satisfied by consuming PRAN
confectionery.
5.3 Questionnaires about PRAN Confectionery:
Packages of PRAN:
Source: Table 5.3.1 Figure 9: Packages of PRANHere we can see
that 54% consumer like PRANs packages, 36% consumers dont like and
10% consumer neither like nor dislike. So, PRAN packaging is not
attractive enough.
Media of Ads:
Source: Table 5.3.2
Figure 10: Media of adsHere we find that 77% consumer have known
about PRAN confectionery from TV ads, 11% consumers have known from
bill board ads, 4% magazines and 3% newspapers and 5% from other
sources.
Difference between PRAN and your brand:
Source: Table 5.3.3
Figure 11: Difference between PRAN & other brandsHere we can
see that the main difference is price31%, packages 29%, others 25%
and quality only 15%. So, we found that the price of PRAN is little
bit higher because its superior quality.
PRAN provides the best quality:
Source: Table 5.3.4
Figure 12: PRAN provides the best qualityFrom the chart we have
found that 13% consumer strongly agree with the statement, 66%
consumer agree, 18% consumer neither agree nor disagree and 5%
consumer disagree with the statement. So, we have found that PRAN
provides the best quality products.
Last consumed brands:
Source: Table 5.3.5
Figure 13: Last consumed brandFrom the chart we can see that 49%
consumer consume PRAN, 26% consumer consumed Prefetti, 9% Nabisco,
4% consumer consume Elson and remaining 7% consume other
brands.
Product availability:
Source: Table 5.3.6
Figure 15: Product availabilityFrom the chart we can see that
PRAN confectionery products are always available in the market. 79%
consumers think PRAN is available, 12% think not always available
and 9% consumer dont know about it.
Consumers age group:Source: Table 5.3.7
Figure 16: Consumer age
Here we can see that 2 to 6 years old consumers consume 28%
confectionery products, 7 to 16 years group consumers consume 46%
of confectionery products, 17 to 22 group consume 16% and age group
23 or more consume 10% confectionery products.
Share of confectionery market:
Source Table: 5.3.8
Figure 17: Share of confectionery market.
From the graph we can see that PRAN has 43% market share,
perfetti Van Melle has 27% market share, Elson has only 5% market
share and other companies poses remaning market share.5.4
Questionnaires for Retailers:
Category of confectionery product:
Table: 5.4.1
Figure: 18Here we can see that 40% retailers prefer candy to
store more, 22% retailers prefer gum base items, 16% prefers jell-O
and 6% prefers wafer. So, the demand of candy is higher than any
other confectionery product.
Contribution on sales volume:Table: 5.4.2
Figure: 19From the chart we can see that 43% retailers think
candy contributes highest in sales volume, 23% think gum base
items, 14% think jell-O and 1o% think lollipop. So, candy
contributes highest amount to the sales volume.
Category sales easily:Table: 5.4.3
Figure: 20From the chart we can see that 38% retailers think
they sell candy easily, 28% think gum base items, 14% think jell-O
and 12% think chocolate.
Risk free products:Table: 5.4.4
Figure: 21Here we find that 46% retailers think candy is risk
free, 18% think gum base items, 12% think chocolate and jell-O, 6%
lollipop. So, candy is risk free for most of the retailers.
Category needs push selling:Table: 5.4.5
Figure: 22From the chart we find that 38% retailers think wafer
needs push selling, 26% retailers think fruit base items need push
selling, 20% think that jell-O needs push selling and 16% retailers
think other items.
Risky category:Table: 5.4.6
Figure: 23Most of the retailers (34%) think wafer is risky
because it has short expire date, whenever expire date is over it
cannot be consumed. 16% retailers think jell-O is risky, 12% think
gum base and lollipop are risky and 20% retailers think others
items are risky.
Consumers complain against:Complain against brand:Table:
5.4.7
Figure: 24
From the chart we can see that 27% consumers complain to
retailers against Yame, 23% against Olympic, 18% against Elson, 10%
against Perfetti and only 8% against PRAN. Here we find that PRAN
provides quality products.
In gum base items, which brand is the market leader:Table:
5.4.8
Figure: 25Here we find that in the gum base items Perfetti is
the market leader ans it has 68% market share, PRAN has 16% market
share, Elson has 6% market share and other companies have 10%
market share.
Category of candy consumers want more:Table: 5.4.9
Figure: 26Here we can see that 54% consumers want deposited
candy, 18% want fruit base candy, 12% wants hard boil candy and 16%
wants other categories of candy.
Trend of confectionery market:Table: 5.4.10
Figure: 27From the chart we can find that 90% retailers think
the trend of confectionery market is increasing, 4% think it is
constant and 6% dont know about the trend.
So, the trend of confectionery market is increasing.