Final Pro Shezan

1. Executive Summary

We are conducting a research for Shezan. Shezan is a roll model company in

highly profitability and in these days. Shezan’s sales of bottled fruit juices are

decreasing day by day.

Therefore, for this purpose we identify our research problem and its research

objectives and select Primary and secondary data collection method.

Our sampling method is Convenience sampling method that we used to select

our sampling units by ourselves and our target population is Consumers.

After depth analysis and through questionnaires we can find so many things,

which are the draw up most important and effective solution of all our objectives.

For this purpose we take the Consumer Behavior as common group

characteristics.

Business Research Final Project Mr. Dawood Ilyas Butt

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2. Introduction

Background

The company was incorporated on May 30, 1964 as a Private Limited

Company, with the main objective to set up an industrial undertaking for

manufacturing of juices, squashes, sherbets, jams, pickles and preserves from

fruits and vegetables.

The Shahnawaz Group of Pakistan and Alliance Industrial Development

Corporation of U.S.A. conceived Shezan International Limited as a joint venture

in 1964.

The Group's principal activities are to manufacture and distribute juices,

beverages, pickles, preserves and flavorings derived from fresh fruits or

vegetables. The products of the Group are distributed under the Shezan brand

name. Products include tetra-pack juice, mango juice, pickles, custards,

vegetables, jellies and jams.

The agricultural background of the Pakistani sponsors induced them to

establish this agro-based industry. Taking advantage of abundance of fruits

available in Pakistan and the advanced technology provided by the American

partners, Shezan became a pioneer in the field of converting fruits into pulps,

concentrates and juices. Today Shezan is the largest food-processing unit having

developed and installed the capacity to meet the country's local as well as export

needs. In 1971, Shahnawaz group purchased all the shares of Alliance

Industrial Development Corporation with the permission of the Government of

Pakistan.

The company has since shown sustained growth in both domestic and

export fields. The company has been steadily expanding its production capacity

over the years. In 1980-1981 a separate unit was installed in Karachi which now


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caters for Karachi, Sindh and export demand. A new bottle filling plant was

set in 1983 in the Lahore unit, increasing the capacity five fold. An independent

Tetra Brik plant was commissioned in 1987 making the unit leading

manufacturers with the comprehensive range of production in the fruit-

processing field in Pakistan. In the year 1990 it was decided to install a juice

factory at the Hattar industrial estate in North West Frontier Province of

Pakistan. In order to take advantage of the government incentive the company

had to make a separate company and for this purpose a new wholly owned

subsidiary of Shezan International Limited was incorporated as Hattar Fruit

Products Limited. Complete bottling plant locally manufactured along with four

lines of Tetra Pak was installed, three are filling 250 ml juices and one line is

for 1000 ml packs. In all respects the subsidiary is now a complete unit and is

manufacturing the complete range of Shezan products except for pickles and

canned products.

Local demand of fruit based products is increasing as the consumers

become conscious of health advantages of natural food. To meet this growing

need we have plans under way to induct modern and highly sophisticated

processes, particularly for mango pulp which has a big local as well as an export

market. It is also proposed to set up two new processing units, one in Central

Punjab and the other in Sindh.

Industry

Food science and technology is concerned with the production, handling,

processing and preservation of food for human consumption. On the basis of

sales the food industry is the nation‘s largest industry. So in 1948 the total

number of industries was 1,386, which included 416 food industries. This

number has increased to 4,792 in 1999 with 905 food industries including more


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than 200 fruit processing units. The Mitchell‘s, Shezan and Nestle are the major

role models in fruits processing units.


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3. Management Problem

How to increase the sales of Shezan International limited especially their

Bottled Fruit Juices and also how to formulate the strategy.

4. Research Statement

To study the issues related to the factors that affecting the sales of bottled

fruit juices of Shezan International Limited.

5. Research Objectives

Issues related to the behavior of consumer.

To study about the competitors strategy.

Issues related to the decision process involved in the project.

To study the considerations related to the product i.e. fruit juices

Issues related to demographics and psychographics of people.

6. Research Variables

Issues related to the behavior of consumer

Customers Perception

Customer’s likes and dislikes


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Customer’s Life style pattern

Customer’s Buying behavior

Customer’s Income Level

To study about the competitors strategy

Brand Loyalty

Quality of their product

Price

Taste

Customer’s perception towards their product

Flavors

Issues related to the decision process involved in the project

Type of decision process

Implementation

Data needs

To study the considerations related to the product i.e. fruit

juices

Brand Loyalty

Quality of their product

Price

Taste

Customer’s perception towards their product


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Flavors

7. Research Methodology

In our research, the research design and the data collection methods used are as

follows:

8. Research Design

Type of the Research

The type of research, which we used in our project, is Exploratory

Research. Well, we decide to this research because here in this project, our

main concern is to find out the problem and then through quantitative and

qualitative data, search out its solutions, so in this case Exploratory

Research is suitable because it gives you the vague idea about the problem

and also you suggests some alternatives through this research.

Data Needs & Sources

The type of data we need in the accomplishment of this project is Primary

Data and Secondary Data. We use this mixture of both because in

determining why there sales are decreasing, it is important to know their

previous sales, competitor’s sales and patterns i.e. secondary data and also

ask people about their perception about the Shezan Juices.

Type of Data


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In Secondary data, we use Publish Data of Shezan International as well as

the Competitors through newspapers and Internet.

For primary data, we use to Interview and Observe the perception, behavior

and views of people towards Shezan International Juices, but mostly we use

Questionnaires in order to get as much information as possible and also the

quite accurate and complete one.

9. Target Respondent

In this research our target respondents were the user and non-users of “ Shezan

Bottle Fruit Juice”.

10. Demographics

Demographics of our target respondents for product are

People of all classes

People of all ages

Males, Females, Children

11. Sampling Method


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We mostly target families that are frequent users of fresh and fruit juices

because then it is easy for us to take research from as many people as possible.

Our main focus of the research declines towards customer’s perception, our

intuition and judgment.

12. Target Population

People of all ages including children are the part of our population that we have

to study because bottle fruit juices are not popular only in children but it is also

widespread in people of all ages.

13. Element

People of all ages

14. Sampling Unit

People of all classes.

15. Sampling Size

Consumer 150

16. Assumptions

Some assumptions during our research would be as follows:


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Market condition should be stable.

Customer response should be effective.

Preference for Fruit Juices respondents.

17. Limitations

Some limitation during our research would be as follow:

Research is limited within the city of Lahore in the area of Lahore Cantt,

Sabzazar Scheme, and COMSATS institute.

We cannot visit all over Lahore where the respondents live to know their

point of view.

150 people will be considered as total population.

18. Analysis and Finding

Consumption of Fruit Juices


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Regular Customer of Fruit Juices * Consumption of Fruit Juices * Usage of Fruit Juices Cross tabulation

Consumption of Fruit

Juices

Total

Usage of Fruit Juices Daily Weekly MonthlyYes Regular Customer of

Fruit JuicesYes Count 24 22 4 50

% Within Regular

Customer of Fruit Juices

48.0% 44.0% 8.0% 100.0%

No Count 1 36 15 52% Within Regular


1.9% 69.2% 28.8% 100.0%

Total Count 25 58 19 102% Within Regular


24.5% 56.9% 18.6% 100.0%

Interpretation


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In this table we are going to see the regular consumption of Fruit Juices and see their

consumption levels. The Fruit juices that are regularly used are 48.0% daily, 44.0% on

weekly basis and 8.0% on monthly basis. The one who used fruit juices and are not

regular consumer of fruit juices are consuming 1.9% daily, 69.2% on weekly basis and

28.8% on monthly basis.

Consumer Behavior

Shezan mostly used in Fruit Juices * Consumption of Fruit Juices * Regular Customer of Fruit Juices Cross tabulation

Consumption of Fruit

Juices

Total

Regular Customer of Fruit Juices

Daily Weekly Monthly

Yes Shezan mostly used in Fruit Juices

Yes Count 19 20 4 43

% Within Shezan mostly used in Fruit

Juices

44.2% 46.5% 9.3% 100.0%

No Count 5 2 7 % Within Shezan 71.4% 28.6% 100.0%


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mostly used in Fruit

Juices Total Count 24 22 4 50 % Within Shezan

mostly used in Fruit Juices

48.0% 44.0% 8.0% 100.0%

No Shezan mostly used in Fruit Juices

Yes Count 1 27 12 40

% Within Shezan mostly used in Fruit

Juices

2.5% 67.5% 30.0% 100.0%

No Count 8 3 11 % Within Shezan


72.7% 27.3% 100.0%

Total Count 1 35 15 51 % Within Shezan


2.0% 68.6% 29.4% 100.0%

Interpretation

In this table we are going to see the regular consumption of Shezan Fruit Juices and see

their consumption levels. As we see form the table the regular customers that are using


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Shezan Fruit Juices and see that on what basis they consume fruit juices like on daily,

weekly or monthly basis. Regular customers of Shezan Fruit Juices are consuming 44.2%

on daily basis, 46.5% on weekly basis and 9.3% on monthly basis. Now the regular

customers of fruit juices that are not using Shezan are consumed fruit juices 71.4% on

daily basis, 28.6% on weekly basis and 0% on monthly basis. Now, comes to the

consumers who are not regularly consumed fruit juices, out of which the ones that used

Shezan Fruit Juices are 2.5% who consumed on daily basis, 67.5% on weekly basis and

30.0% on monthly basis. Last the ones who are not regular customer of fruit juices and

who are not consuming Shezan juices are consuming 0% on daily basis, 72.7% on weekly

basis and 27.3% on monthly basis.

Usage of Soft Drinks

Usage of Fruit Juices * Regular Customer of Fruit Juices * Usage of Soft Drinks Cross tabulation

Regular Customer of Fruit Juices

Total

Usage of Soft Drinks

Yes No

Yes Usage of Fruit Juices

Yes Count 51 55 106

% Within Usage of

Fruit Juices

48.1% 51.9% 100.0%

Total Count 51 55 106% Within Usage of

Fruit Juices

48.1% 51.9% 100.0%


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Interpretation

In this table we are going to see usage of soft drinks that are consuming fruit juices and

we have to see that out of the consumers of fruit juices who are the regular consumers or

not. So, the percentages of the ones who are regularly used fruit juices with the

percentage of 48.1% and 51.9% are not a regular consumer of fruit juices.

Consumer Behavior with respect to Shezan Juices

Usage of Shezan Bottle Juice * Availability of Shezan Juices Cross tabulation

Availability of Shezan

Juices

Total

Strongly Agree

Agree Average Disagree Strongly Disagree

Usage of Shezan Bottle Juice

Yes Count 14 36 8 3 2 63

% Within Usage of Shezan Bottle

22.2% 57.1% 12.7% 4.8% 3.2% 100.0%


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Juice

Total Count 14 36 8 3 2 63% Within Usage of Shezan Bottle Juice

22.2% 57.1% 12.7% 4.8% 3.2% 100.0%

Interpretation

In this we are going to see the availability of Shezan Fruit Juices in the market. The

consumer’s opinion about the availability is that 22.2% strongly agree, 57.1% are agree

that Shezan fruit juices are available, 12.7% are said that sometimes it is available and

sometimes it is not available, 4.8% said that availability of Shezan is quite low and 3.2%

said that Shezan juices are not at all available.

Usage of Shezan Bottle Juice * Flavors of Shezan Juices Cross tabulation

Flavors of Shezan Juices

Total

Strongly Agree

Agree Average 4 Disagree


Yes Count 3 34 10 12 5 64

% Within Usage of

4.7% 53.1% 15.6% 18.8% 7.8% 100.0%


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Shezan Bottle Juice

Total Count 3 34 10 12 5 64 % Within


4.7% 53.1% 15.6% 18.8% 7.8% 100.0%

Interpretation

In this we are going to see the flavors of Shezan Fruit Juices in the market. The

consumer’s opinion about the flavors is that 4.7% said that Shezan juice’s flavor is very

good, they are strongly agree, 53.1% said that it is above normal, 15.6% are said that its

taste is normal, 18.8% said that shezan’s flavors are not so much good and last that 7.8%

are said that its flavor is not good.

Usage of Shezan Bottle Juice * Packaging of Shezan Juices Cross tabulation

Packaging of

Shezan Juices

Total

Strongly Agree

Agree Average Disagree Strongly disagree

Usage of Yes Count 2 37 18 6 1 64


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Shezan Bottle Juice

% Within Usage of

Shezan Bottle Juice

3.1% 57.8% 28.1% 9.4% 1.6% 100.0%


Usage of Shezan Bottle

Juice

3.1% 57.8% 28.1% 9.4% 1.6% 100.0%

Interpretation

In this we are going to see the packaging of Shezan Fruit Juices in the market. The

consumer’s opinion about the packaging is that 3.1% said that its packaging is very good,

57.8% said that packaging is somewhat good, 28.1% said that its taste is normal, and

9.4% said that packaging of Shezan juices is not so good and last the remaining 1.6% said

that its packaging is very bad and not up to the mark.

Usage of Shezan Bottle Juice * Price of Shezan Juices Cross tabulation

Price of Shezan

Total


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Juices

Strongly Agree



Yes Count 8 35 17 2 2 64

% Within Usage of Shezan Bottle Juice

12.5% 54.7% 26.6% 3.1% 3.1% 100.0%


12.5% 54.7% 26.6% 3.1% 3.1% 100.0%

Interpretation

In this we are going to see the price of Shezan Fruit Juices in the market. The consumer’s

opinion about the price of Shezan fruit’s juices that 12.5% are said that price of Shezan

fruit juices is very reasonable, 54.7% said that it is quite reasonable, 26.6% are said that it


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is normal, 3.1% are quite expensive and last the remaining 3.1% said that it is very

expensive.

Usage of Shezan Bottle Juice * Taste of Shezan Juices Cross tabulation

Taste of Shezan Juices

Total

Strongly Agree



Yes Count 1 14 8 28 13 64

% Within Usage of Shezan Bottle Juice

1.6% 21.9% 12.5% 43.8% 20.3% 100.0%


1.6% 21.9% 12.5% 43.8% 20.3% 100.0%


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Interpretation

In this we are going to see the taste of Shezan Fruit Juices in the market. The consumer’s

opinion about the taste of Shezan fruit’s juices that 1.6% are said that taste of Shezan

fruit juices is very good, 21.9% said that it is quite nice, 12.5% are said that it is normal,

43.8% are not so good and last the remaining 20.3% said that it is not up to the mark.

Packaging important factor while buying Fruit Juices * Bottled Packaging * Usage of Fruit Juices Cross tabulation

Bottled Packagi

ng

Total

Usage of Fruit Juices

Yes No

Yes Packaging important

factor while

buying Fruit Juices

Yes Count 59 29 88

% Within Packaging important

factor while buying Fruit

Juices

67.0% 33.0% 100.0%

No Count 9 9 18% Within Packaging important


Juices

50.0% 50.0% 100.0%

Total Count 68 38 106% Within Packaging important


Juices

64.2% 35.8% 100.0%


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Interpretation

In this table and graph, we are going to see the consumers who use fruit juices and

packaging is important factor while buying fruit juices then 67.0% are using bottled

packaging, and are not used is 33.0%. The one that used fruit juices and packaging is not

important and that used bottled packaging is 50.0% and that not used bottle packaging is

50.0%.

Packaging important factor while buying Fruit Juices * Flip Packaging * Usage of Fruit Juices Cross tabulation

Flip Packaging

Total


Yes No


factor while

buying Fruit

Yes Count 32 56 88


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Juices


factor while

buying Fruit Juices

36.4% 63.6% 100.0%

No Count 5 13 18% Within Packaging important

factor while

buying Fruit Juices

27.8% 72.2% 100.0%

Total Count 37 69 106% Within Packaging important

factor while

buying Fruit Juices

34.9% 65.1% 100.0%


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Interpretation


packaging is important factor while buying fruit juices then 36.4% are using flip


important and that used flip packaging are 27.8% and that not used flip packaging is

72.2%.

Packaging important factor while buying Fruit Juices * Gable Top Packaging * Usage of Fruit Juices Cross tabulation

Gable Top Packaging

Total


Yes No


factor while

buying Fruit Juices

Yes Count 21 67 88


factor while

buying Fruit Juices

23.9% 76.1% 100.0%

No Count 3 15 18 % Within

Packaging important

factor while

buying Fruit Juices

16.7% 83.3% 100.0%

Total Count 24 82 106 % Within 22.6% 77.4% 100.0%


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Packaging important

factor while

buying Fruit Juices

Interpretation


packaging is important factor while buying fruit juices then 23.9% are using gable top


important and that used gable top packaging is 16.7% and that not used gable top

packaging is 83.3%.

Packaging important factor while buying Fruit Juices * Simple Packed Juice Packaging * Usage of Fruit Juices Cross tabulation

Simple Packed Juice

Packaging

Total

Usage of Yes No


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Fruit Juices Yes Packaging

important factor while

buying Fruit Juices

Yes Count 20 68 88


factor while

buying Fruit Juices

22.7% 77.3% 100.0%

No Count 6 12 18 % Within

Packaging important

factor while

buying Fruit Juices

33.3% 66.7% 100.0%

Total Count 26 80 106 % Within

Packaging important

factor while

buying Fruit Juices

24.5% 75.5% 100.0%


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Interpretation


packaging is important factor while buying fruit juices then 22.7% are using simple


important and that used simple packaging is 33.3% and that not used simple packaging is

66.7%.

Decision Process

Usage of Fruit Juices * Availability of Fruit Juices Cross tabulation

Availability of Fruit Juices

Total


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Very Low Low Average High Very High


Yes Count 6 1 13 29 55 104

% Within Usage of

Fruit Juices

5.8% 1.0% 12.5% 27.9% 52.9% 100.0%

Total Count 6 1 13 29 55 104% Within Usage of

Fruit Juices

5.8% 1.0% 12.5% 27.9% 52.9% 100.0%

Interpretation

In this we are going to see the availability of Fruit Juices in the market. The consumer’s

opinion about the availability is that 5.8% strongly agree, 1.0% are agree that fruit juices

are available, 12.5% are said that sometimes it is available and sometimes it is not

available, 27.9% said that availability of fruit juices is quite low and 52.9% said that fruit

juices are not at all available.


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Usage of Fruit Juices * Flavors of Fruit Juices Cross tabulation

Flavor of Fruit Juices

Total

Very Low Low Average High Very High Usage of

Fruit Juices

Yes Count 2 7 18 39 39 105

% Within Usage of

Fruit Juices

1.9% 6.7% 17.1% 37.1% 37.1% 100.0%



1.9% 6.7% 17.1% 37.1% 37.1% 100.0%

Interpretation

In this we are going to see the flavors of Fruit Juices in the market. The consumer’s

opinion about the flavors is that 1.9% said that fruit juice’s flavor is very good, they are


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strongly agree, 6.7% said that it is above normal, 17.1% are said that its taste is normal,

37.1% said that shezan’s flavors are not so much good and last that 37.1% are said that its

flavor is not good.

Usage of Fruit Juices * Packaging of Fruit Juices Cross tabulation

Packaging of Fruit Juices

Total

Very Low Low Average High Very HighUsage of

Fruit Juices

Yes Count 3 11 40 42 9 105

% Within Usage of

Fruit Juices

2.9% 10.5% 38.1% 40.0% 8.6% 100.0%


Fruit Juices

2.9% 10.5% 38.1% 40.0% 8.6% 100.0%

Interpretation


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In this we are going to see the packaging of Fruit Juices in the market. The consumer’s

opinion about the packaging is that 2.9% said that its packaging is very good, 10.5% said

that packaging is somewhat good, 38.1% said that its taste is normal, and 40.0% said that

packaging of juices is not so good and last the remaining 8.6% said that its packaging is

very bad and not up to the mark.

Usage of Fruit Juices * Price of Fruit Juices Cross tabulation

Price of Fruit Juices

Total


Fruit Juices

Yes Count 16 24 50 9 5 104

% Within Usage of

Fruit Juices

15.4% 23.1% 48.1% 8.7% 4.8% 100.0%


Fruit Juices

15.4% 23.1% 48.1% 8.7% 4.8% 100.0%


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Interpretation

In this we are going to see the price of Fruit Juices in the market. The consumer’s opinion

about the price of fruit’s juices that 15.4% are said that price of fruit juices is very

reasonable, 23.1% said that it is quite reasonable, 48.1% are said that it is normal, 8.7%

are quite expensive and last the remaining 4.8% said that it is very expensive.

Usage of Fruit Juices * Taste of Fruit Juices Cross tabulation

Taste of Fruit Juices

Total


Fruit Juices

Yes Count 2 6 24 32 41 105

% Within Usage of

Fruit Juices

1.9% 5.7% 22.9% 30.5% 39.0% 100.0%


1.9% 5.7% 22.9% 30.5% 39.0% 100.0%


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Fruit Juices

Interpretation

In this we are going to see the taste of Fruit Juices in the market. The consumer’s opinion

about the taste of fruit’s juices that 1.9% is said that taste of fruit juices is very good,

5.7% said that it is quite nice, 22.9% are said that it is normal, 30.5% are not so good and

last the remaining 39.0% said that it is not up to the mark.

Usage of Fruit Juices * Color of Fruit Juices Cross tabulation

Color of Fruit Juices

Total


Fruit Juices

Yes Count 7 12 46 31 8 104

% Within Usage of

Fruit Juices

6.7% 11.5% 44.2% 29.8% 7.7% 100.0%


Fruit Juices

6.7% 11.5% 44.2% 29.8% 7.7% 100.0%


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Interpretation

In this we are going to see the color of Fruit Juices in the market. The consumer’s opinion

about the color of fruit’s juices that 6.7% is said that color of fruit juices is very good,

11.5% said that it is quite nice, 44.2% are said that it is normal, 29.8% are not so good

and last the remaining 7.7% said that it is not up to the mark.

Promotion Strategies


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Advertisements of Shezan Juices * Saw advertisement of Shezan Juices * Usage of Shezan

Bottle Juice Cross tabulation

Saw advertisem

ent of Shezan Juices

Total


One-week before

Two-week before

One-month before

Yes Advertisements of Shezan Juices

Yes Count 13 20 13 46

% Within Advertisem

ents of Shezan Juices

28.3% 43.5% 28.3% 100.0%

Total Count 13 20 13 46% Within

Advertisements of Shezan Juices

28.3% 43.5% 28.3% 100.0%

Interpretation


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In this table we are going to see the usage of Shezan fruit juices and then see that among

the users, who are watching their advertisements of Shezan juices and then see the

advertisements, 28.3% on one-week basis, 43.5% two-week before, and 28.3% one-

month before. This helps us to see the percentages of seeing the advertisements on

weekly, monthly or daily basis.

Advertisements of Shezan Juices * See the ad of Shezan Juices on Newspapers * Usage of Shezan Bottle Juice Cross tabulation

See the ad of Shezan Juices on

Newspapers

Total


Yes No


Yes Count 16 34 50

% Within Advertisem


32.0% 68.0% 100.0%

Total Count 16 34 50% Within


32.0% 68.0% 100.0%


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Interpretation


the users, who see the advertisements of Shezan fruit juices in Newspapers, 32.0% see

the advertisements in Newspapers and 68.0% are not used to see the advertisements in

Newspapers.

Advertisements of Shezan Juices * See the ad of Shezan Juices in Magazines * Usage of Shezan Bottle Juice Cross tabulation

See the ad of Shezan Juices in

Magazines

Total


Yes No

Yes Advertisements of

Yes Count 13 37 50


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Shezan Juices

% Within Advertisem


26.0% 74.0% 100.0%



26.0% 74.0% 100.0%

Interpretation


the users, who see the advertisements of Shezan fruit juices in Magazines, 26.0% see the

advertisements in Magazines, and 74.0% are not used to see the advertisements in

Newspapers.

Advertisements of Shezan Juices * See the ad of Shezan Juices on Billboards * Usage of Shezan Bottle Juice Cross tabulation


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See the ad of Shezan Juices on

Billboards

Total


Yes No


Yes Count 16 34 50

% Within Advertisem


32.0% 68.0% 100.0%



32.0% 68.0% 100.0%


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Interpretation


the users, who see the advertisements of Shezan fruit juices in Billboards, 26.0% see the

advertisements in Billboards, and 74.0% are not used to see the advertisements in

Billboards.

Advertisements of Shezan Juices * See the advertisement of Shezan Juices on TV * Usage of Shezan Bottle Juice Cross tabulation

See the advertisem

ent of Shezan

Juices on TV

Total


Yes No


Yes Count 39 11 50

% Within Advertisem


78.0% 22.0% 100.0%



78.0% 22.0% 100.0%


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Interpretation


the users, who see the advertisements of Shezan fruit juices in Television, 78.0% see the

advertisements in Television, and 22.0% are not used to see the advertisements in

Television.


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Demographics

Age of Respondent * Income Level of Respondent * Usage of Shezan Bottle Juice Cross tabulation

Income Level of Respond

ent

Total


Less than 5000

5001 to 10000

10001 to 15000

15001 to 20000

20001 to 25000

25001 to above

Yes Age of Respond

ent

Below 15 Years

Count 3 1 4

% Within Age of

Respondent

75.0% 25.0% 100.0%

16 to 20 Years

Count 7 1 2 4 1 15

% Within Age of

Respondent

46.7% 6.7% 13.3% 26.7% 6.7% 100.0%

21 to 30 years

Count 9 12 6 3 2 1 33

% Within Age of

Respondent

27.3% 36.4% 18.2% 9.1% 6.1% 3.0% 100.0%

31 to 40 years

Count 1 1 1 2 5

% Within Age of

Respondent

20.0% 20.0% 20.0% 40.0% 100.0%

41 to 50 years

Count 1 1 1 3

% Within Age of

Respondent

33.3% 33.3% 33.3% 100.0%

Total Count 20 14 7 5 9 5 60% Within

Age of Respond

ent

33.3% 23.3% 11.7% 8.3% 15.0% 8.3% 100.0%

No Age of Respond

ent

Below 15 Years

Count 1 1

% Within Age of

Respondent

100.0% 100.0%

16 to 20 Years

Count 1 1 2

% Within 50.0% 50.0% 100.0%


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Age of

Respondent

21 to 30 years

Count 1 1 2

% Within Age of

Respondent

50.0% 50.0% 100.0%

31 to 40 years

Count 1 1

% Within Age of

Respondent

100.0% 100.0%

51 to above

Count 1 1

% Within Age of

Respondent

100.0% 100.0%

Total Count 3 2 1 1 7% Within

Age of Respond

ent

42.9% 28.6% 14.3% 14.3% 100.0%

Interpretation


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In this table we are going to see demographics that mostly which age group and which

income level used Shezan Fruit Juices more. Below 15 years having income level, 75%

less than 5000, and 25% is in between 20001 to 25000. From 16 to 20 years, 46.7% is

having income level 46.7%, 6.7% is in between 5001 to 10000, 13.3% have income level

in between 15001 to 20000, 26.7% is in between 20001 to 25000 and 6.7% is 25001 to

above. If considering 21 to 30 years, 27.3% are having income level less than 5000,

36.4% in between 5001 to 10000, 18.2% are in between 10001 to 15000, 9.1% are in

between 15001 to 20000, 6.1% are having in between 20001 to 25000 and last 3.0% are

in between 25001 to above. If considering 31 to 40 years, 20.0% are having income

level less than 5000, 20.0% are in between 10001 to 15000, 20.0% are having in between

20001 to 25000 and last 40.0% are in between 25001 to above. If considering 41 to 50

years, 33.3% in between 5001 to 10000, 33.3% are having in between 20001 to 25000

and last 33.3% are in between 25001 to above.

Conclusion

In concluding from the above research, the result is that the perception of Shezan Fruit

Juices is quite good in consumer eyes, but the main problem is with their taste and

flavors. If they want to increase the sales, then they have to look forward to see the taste

and flavors. Price and availability is not a problem, as they offer their products on a

very reasonable price and their products are highly available in almost all the cities. So,

to increase their sales, they have to introduce new flavors and research on their taste.


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Date post:	28-Nov-2014
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