QMR- WallsCarteDor

8/7/2019 QMR- WallsCarteDor

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Marketing Research

Walls Carte Dor Ice cream parlors

By

Khalil ur RehmanMirza Qaiser Baig

Aleem Habib

Ahmed Sohaib


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Introduction

Research being done for the launch of the Walls(Carte Dor) ice cream parlor in different areas ofKarachi

Primary research through the questionnaires hasbeen done to find out the consumer preferences,their frequency of visiting Ice cream parlors, theirpreferences and choices among the availablebrands, what they seek in an ice cream parlorand their willingness about the launch of the Icecream parlor.


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Introduction

The results are illustrated in forms of tables andcharts to have a better understanding of thestudy. We have also done hypothesis testingregarding the consumer willingness to visit an Ice

cream parlor, analyzing the potential in ourtarget market.

Some secondary data collected through varioussources has also been incorporated to supportvarious findings.


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Hierarchy

Unilever

Unilever Pakistan

Walls Carte Dor


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Industry Five Forces Model


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Company SWOT


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Company Success Building Blocks


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Competitive Profile Matrix


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Company Strategic Mapping


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Market Share

Market Share of different Ice cream Brands

according to the Survey

3%

48%

6%12%

3%

9%2%

7%8%

1%

Yummy

Walls

IglooMoven Pick

Hagendaz

Hico

Gellato

Minimelts

Others

None


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As it could be interpreted through the graph, that majority of people think that

walls has average price and high quality which actually a good sign that in terms

of quality consumer perceive walls as a high quality product. And since the price

is perceived to be falling in the range of average, it is unlikely that consumer may

switch to some other product.

Pri V Q li

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

Very A erage Low VeryLow

Scal ( V ry Hi V ry L w)

%

PeopleRes

ponded

Quality

Price


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Questionnaire Findings

Through this survey, a number of thingshave been found out.

Market share of different Ice cream parlors

already available in the city. Most important consideration in Parlor choice

Consumers expectations in ice cream parlorsor the factors that the consumer think should

be available in the ice parlor he wishes to visit. Frequency of visits to Ice cream parlors

according to age


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Market Share ofIce cream parlors

Ice cream Parlors normally visited by the

Consumers22%

%%

%

%

%

%

2%

%

Sn p G l t Aff i

M v n Pi k Dip sh p

Minim lts M s, B nt , G l x

B l h R j

Oth s


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Consumers consideration in Parlor choice

Most important consideration in Paror

c oice

Ambience

41%

Q ality

14%

Location

8%

None

9%

Variety

5%

Taste

12%

Price5%

Friends

6%


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Consu ers Expec a ions in an Ice-crea arlor

24%

24%2%

25%

6%4%

9%

6%Vari

Taste

Air conditioned area

Ambience

Good service

Juke box/ music

Quality

None

Consumers expectations in Parlor


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Frequency of visits to Ice cream parlors

according to age

Fr q f vi i t t ice cre m

rl r f the e le el w 1

7%

%

%

%

%

7%

L th n

n w1 t 3 tim

p rwt tim

p rwn m nth

r

Oth r


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according to age

Freq e c v s s cecrea parlors of the

people b/w 18-25

19.0

37.5

19.0

6.0

19.0

e han once a

w ee

1 o 3 i e pew ee

4 o 6 i e pe

w ee

once a on h

e e

he


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according to age

Frequency i i Icecream

arl rs e eople / 25-35

0.18

0.33

0.03

0.15

0.18

0.1

Less t e

a eek

1 t 3 t es er

eek

4 t t es er

eek

oncea ont

ever

Ot er


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according to age

Fre uenc ofv s ststo Icecrea parlorsoft e

peopleabove 35

25.0

12.5%12.5%

25.0%

Le han on e

a ee

1 o 3 e pe

ee

4 o 6 e pe

ee

on e a on h

eve

he


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Hypothesis Testing

Walls Ice cream is considering the introduction of Ice creamparlors in city. The parlors will be introduced if more than40% of the consumers willing to pay visit to ice creamparlor. The hypothesis formulated is

Ho: < 0.40

H1: > 0.40

If the null hypothesis H0 is rejected, then the alternative

hypothesis H1 will be accepted and the plan for introducingnew Carte dor Ice cream parlors will be adopted. On the other

hand if H0 is not rejected then the idea for introducing new

parlors in city should not be accepted.


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Hypothesis Testing

This test of the null hypothesis is a one tailed test, becausethe alternative hypothesis is expressed directionally: theproportion of consumers who are willing to visit parlors forIce cream is greater than 0.40.

For testing purpose we use z-statistics, which follows thestandard normal distribution. This statistic would becomputed as follows

Z = - / p.


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Average Weighted Mean ofConsumers

Willing to visit Ice cream parlors


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Hypothesis Testing

The significance level we have taken for this test is 0.05.

The sample size we have taken in this survey is of 30respondents which are analyzed for their preferences

through comprehensive questionnaires.

Consist a portion for examining the consumer is willing tovisit parlor for having Ice cream.

The weighted average mean of the data collected showsthat 17 respondent will prefer to go out at a parlor for icecream (Data Tabulation for Table 1A, as above). Thus thevalue for sample proportion is p=17/30 = 0.567


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Hypothesis Testing

The test statistic z can be calculated as follows

Z = - / p

Z = 0.567-0.40 / 0.089

Z = 1.88

Using standard normal tables, the probability ofobtaining a z value of 1.88 can be calculated asabove. The z-table value of z=1.88 is 0.9699.

The area to the right of z = 1.88 us 1.00 0.9699= 0.0301.


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Hypothesis Testing

The probability associated with the calculated orobserved value of the test statistic is 0.0301. Thisis the probability of getting a p value of 0.567when = 0.40. This is less than the level of significance of 0.05. Hence the null hypothesis isrejected.


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Recommendation

Ho is rejected, and alternate hypothesis H1 isaccepted i.e. Walls should open Carte dor Icecream parlors as more consumers are willing tovisit out at parlors for having Ice cream.


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Thank you

Date post:	08-Apr-2018
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