Sampling Technique for a House

8/7/2019 Sampling Technique for a House

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SAMPLING TECHNIQUE FOR A HOUSE-

HOLD PRODUCT (Chef Kapoors Super

Tandoor)

Under the guidance of: Ms. ANITA MANDREKAR

Faculty: ADVERTISING & MARKETING RESEACH

Submitted By:

Nishigandha Sharma

Roll no: 30

TYBMM(advt)

V.E.S college Of Arts, Science & Commerce


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ACKNOWLEDGEMENT

I Nishigandha Sharma of TYBMM(advt) would like to thank

our faculty teacher of Advertising & Marketing Research -

Ms. Anita Mandrekar for giving me an opportunity to work

on such an interesting project, which would help me in

enhancing my analyzing skills.

I am grateful to all the people, who filled in the survey

questionnaire and took out a few minutes from their busy

schedule to answer it, thus helping me in my project.

Thanking you,

With Regards,

Nishigandha Sharma

Signature:

_________________


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INTRODUCTION (Product brief)

Chef Kapoors Super Tandoor is a portable and elegant

looking electric appliance designed exclusively by the experthimself- Chef Sanjeev Kapoor.

It has two non-sticky plates which can be placed one over

the other as while grilling or they can be separately used. It

is hygienic, easy to use, and clean also has long life. The

upper plate is movable in such a way that it evens the

content inside it making the delicacy look beautiful.

Both veg as well as non-veg can be cooked in this Tandoor

like sandwiches, tikkas, pattice, pizza, lollipop, etc. As we

know, these dishes suck up a lot of oil. So this appliance

offers a solution to this also. The non-sticky plates have a

slight slope through which the excessive oil slips down, but

instead of getting waste it is collected in a detachablecontainer and thus this oil can be reused.

Moreover it cooks quickly. It has 5* rating on electricity

saving and consumes 1600watt only. The amount of

electricity consumed in cooking a dish is much less than the

total amount of gas and oil used in cooking the same. Not

forgetting the money that one spends on his health due to

cholesterol problems.

Thus it saves oil, saves time and saves money at affordable

rate of Rs.2999/-


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Target Group

Demographic: Socio Economic Class (SEC) A1, A2, B1, B2.

PAN India market- Metros & Semi-metros.

Primary Target would be working women because they have

the buying power and wish to save time and cook better

dishes for their families.

Housewives would be secondary target group followed by

single parent or single working women.

Income: Rs.20, 000 +

Gender:Females

Age: 24-55

Education:Yes/ NoPsychographics:

Women (as they usually cook food in the house) who wish

prepare delicious variety of dishes frequently for their

family as well as want to save on time & money.

Purpose of the Product:

People should buy Chef Kapoors Super Tandoor

because it eases your work as well as saves your time

and money.


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RESEARCH DESIGN

1.

Problem:A new variant in cooking style has been

launched by HomeShop 18, designed by ChefSanjeev Kapoor, to ease cooking at home and

providing better taste.

2.Objective:To know whether people will acceptthis new products qualities in replacement to the

usual gas that is use by them now.

3.Where the research to be done is: The research isto be done in Metros & Semi-metro areas PAN

India.

4.Type of Research: Exploratory followed by

Descriptive. Through exploratory research we can

fill the gaps of knowledge about the product. Later

in descriptive we will describe the product and

ask people of their opinions.


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5.Sampling Technique:The sampling techniqueused for this product would be Area Cluster

Quota sampling.

yArea: Since the market is PAN India market-Metros like Mumbai, Delhi, Chennai and Kolkata

and

Semimetros like Pune, Nagpur, Hyderabad,

Bangalore, Lucknow, Ahmadabad, Bhopal, etc

yCluster: The total area to be studied here is verylarge, thus we use a convenient way and divide the

area into a number of smaller non-overlappingareas and then randomly select a few areas from

each cluster. It is a non-probability sampling.

For example: We need to carry out our research in

Mumbai in areas where people living have a salary

above Rs.20, 000 i.e. SEC A1, A2, B1, B2.

Thus the A1 cluster includes Malabar Hills, CuffParade, Worli Sea face, Bandra Pali Hill, Juhu, etc.

A2 includes Tardeo, Dadar, Andheri, Mahim, etc.


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B1 includes Chembur, Ghatkopar, Parel, Santacruz,

etc.

B2 includes Vashi, Nerul, Kharghar, etc.

Thus from the above 4 clusters we randomly

select 2 areas each, this will be cluster sampling.

Cluster sampling reduces cost too.

yQuota: This involves fixing of certain quotas whichthe interviewer has to follow.The various sub-classes in the target market are

selected as above in clusters and quotas based on

income group and gender are assigned to each

cluster.

Our segmentation here being women, we will

interview 60% working women and 40%

housewives, as the product demands.

For example: In the cluster Nerul Sector

4,6,17,19,23,25 are posh sectors with families

having monthly income of Rs.30000+ and working

women.

Whereas sector 27, 44,2,48 have households with

monthly income of 20000+ and more number of

housewives.

Thus households from each quota are selected.


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ySampling Frame: Households in metros and semi-metros with monthly income of Rs.20000+

ySampling Unit: Only Females(housemaker) bothworking and housewives.

ySample Size: The scientific sampling size is 225 ina homogenous group i.e. each cluster, as it gives a

minimum error of +/- 10%ySample break-up: The areas selected are divided

on the basis on income group, working

women(60%) and housewives(40%).

6.Type of Interview: Direct personal interview


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7.Questionnaire:Name:

Age:Occupation:

Status:

Hi, how are you today? You might be cooking

food at your place, just need a small insight in

your day-to-day life.

i.Now-a-days health has become a primeconcern of an individual and we spend a

lot on keeping ourselves fit, do you and

your family also does the same?

oYESoNO

ii.Increasing cholesterol level is cause ofmany health problems, but again

compromising on taste becomes difficult.Isnt?

oYESoNO


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iii.Today prices of every commodity aremounting, in such a situation would you

like a product that increases yoursavings?

oYESoNO

iv.Do you order from a Hotel or visit onewhen you wish to eat your favorite dish?oYESoNO

v.Do you wish to make a variety of dishes atyour own place frequently?oYESoNO

vi.Does deep frying or grilling anythingbecome a cumbersome job for you?

oYESoNO


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vii.A product that eases your work and givesyou instant tasty food, how does the idea

sound to you?oBadoOKoGoodoExcellent

Chef Sanjeev Kapoor, the expert of Kitchen, has exclusively designed Chef

Kapoors Super Tandoor a portable, elegant looking electric appliance

which eases your work, gives instant food and moreover saves your time

and money.

It is a portable, has 2 non-sticky plates to cook and grill both veg and non-

veg like sandwhiches, tikkas, pizzas, pattice, lollipops, etc. As we know

these dishes suck up a lot of oil which is harmful for our health, but thisappliance has the unique slope design that drains out excessive oil and

collects it into a detachable container and thus the oil can be reused.

With its 5* electricity saving, the amount of electricity consumed by it is

much less than the amount spent on gas and oil used to cook the same. In

addition to it expenses on health.


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viii.So how do you like the product ChefKapoors Super Tandoor ?

ix.Would you like to buy this product ifavailable in market at Rs.2999/-oNooMaybeoYesoDefinitely Yes


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8.Time schedule: 3month/area

9.Cost: Rs. 50, 000/area

10.Analysis: It is done on the basis ofQuestionnaire,

Findings,

Conclusion and

Recommendations


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11.Findingsi.Now-a-days health has become a prime

concern of an individual and we spend a loton keeping ourselves fit, do you and your

family also does the same?

oYESoNO

Findings:

Conclusion: The above graphical representation shows that around

80% of our population is health conscious and is taking measures toimprove their health by ether going to the gym or maintain a diet

regime. The remaining 20% are either least bother of their health or

they know the consequences but are not taking any measures for it.

YES = 80% NO = 20%


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ii.Increasing cholesterol level is cause of manyhealth problems, but again compromising on

taste becomes difficult. Is this the case withyou?

oYESoNO

Findings:

Conclusion: The above diagram clearly shows that there is more the

half of the population who cannot compromise on the taste. So even

after being aware of the consequences of oily food, they prefer it.Only 35% of people avoid such food.

Percentage ofPeople

YES = 65%

No = 35%


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iii.Today prices of every commodity aremounting, in such a situation would you like a

product that increases your savings?oYESoNO

Findings:

Conclusion: As the above diagrammatic representation shows that

everyone is keen on saving money wherever possible. Thus the

product has scope in the market where it saves money in terms of

oil, gas, health, etc.

YES95%

NO

5%

Percentage ofPeople


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iv.Do you order from a Hotel or visit one whenyou wish to eat your favorite dish?

oYESoNO

Findings:

Conclusion: The above chart shows that about 3/4th of the

population do order or visit hotels when they crave for their favorite

dish. While the others disciplined enough to put a stop on their

craving or cook at their own place.

75%

25%

Percenage ofProple

YES

NO


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v.Do you wish to make a variety of dishes atyour own place frequently?

oYESoNO

Findings:

Conclusion: More number of the population wishes to cook variety

of dishes at their own place, if they had the required amount of time

and the right equipments. The other 35% are simply happy with

what they eat now and would like to continue it further.

Percentage of People0

20

40

60

80

YES = 65%No = 35%

Percentage ofPeople

Percentage of People


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vi.Does deep frying or grilling anything becomea cumbersome job for you?

oYESoNO

Findings:

Conclusion: Much of the population feels it is difficult for them to

grill or deep fry food. They try avoiding it and only do it when they

have leisure time. Remaining dont mind doing it whenever

required.

Percentage of People0

20

40

60

80

YES = 65%NO = 35%

Percentage ofPeople



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vii.A product that eases your work and gives youinstant tasty food, how does the idea sound to

you?oBadoOKoGoodoExcellent

Findings:

Conclusion: 15% of the population thinks that work reducing, time

saving product is an excellent option. Some feel its good or OK only

because they want to test the product before they commit anything.

Only a few as 5% feel it is a bad idea.

Bad = 5%OK = 35%

Good = 45%

Excellent = 15%

5

3545

15

Percentage ofPeople



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ix. Would you like to buy this product if available

in market at Rs.2999/-

oNooMaybeoYesoDefinitely Yes

Findings:

Conclusion: 30% of people would definitely buy the product, while

those saying Yes and Maybe, the product sounded good to them

very much right to them but just wish to see the product first before

taking the final decision. 10% of them feel it is a costly affair for a

product like this.


0

10

20

30

Percentage ofPeople



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14. REPORTA product that reduces ones work plus saves time and

money, moreover it being hygienic, portable and non-sticky.Chef Sanjeev Kapoor, the expert of Kitchen, has exclusively

designed Chef Kapoors Super Tandoor a portable, elegant

looking electric appliance which eases your work, gives

instant food and moreover saves your time and money.

It is a portable, has 2 non-sticky plates to cook and grill both

veg and non-veg like sandwhiches, tikkas, pizzas, pattice,lollipops, etc. As we know these dishes suck up a lot of oil

which is harmful for our health, but this appliance has the

unique slope design that drains out excessive oil and collects

it into a detachable container and thus the oil can be reused.

With its 5* electricity saving, the amount of electricity

consumed by it is much less than the amount spent on gasand oil used to cook the same. In addition to it expenses on

health.

Target group is SEC-A1, A2, B1, and B2. Working women and

housewives of age 24-55 across India.

Objective:

yPeople should buy Chef Kapoors Super Tandoorbecause it eases your work as well as saves your time

and money.


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yTo know whether people will accept this new productsqualities in replacement to the usual gas that is use by

them now.

The overall study concludes that more number of people are

becoming health conscious and are aware of the

consequences of high levels of cholesterol in the body.

Moreover they are using alternatives to reduce it but are not

much keen on compromising on tasty food.

To satisfy their craving for their favorite dish they prefergoing to hotel or ordering from one rather than saving that

money and cooking at home. The reason behind this is that

they find it cumbersome to cook dishes which involve a lot of

frying & grilling.

They are also keen on saving money and would welcome

such a product which eases their work.

When informed about Chef Kapoors Super Tandoor more

number of people would even go and purchase it.

The product Chef Kapoors Super Tandoor has a lot of scope

in the market. But not many people know about the product,

so instead of advertising through infomercials and online

shopping sites, some ATL (above the line) activities are a

must.

More number of people have become health conscious and

at the same time also are searching for alternatives to save


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on some money. A product like this can really help if while

advertising they focus on the above savings.

Only by listening to the features of the product, they like it,

but pricing and unawareness about the product is giving

them second thoughts about the purchase. Also a

demonstration of the product would help in making the

people understand more about the product. Thus the

number of population giving second thoughts on purchasing

the product will become sure.


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15. BIBLIOGRAPHY

www.homeshop18.com

www.colorstv.com

Date post:	08-Apr-2018
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Sampling Technique for a House

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