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Parle G
Parle G
itself?
Submitted by:
Amit Kumar Shaw (M005-18)
Business Research Methods - II
Harshita MV (M020-18)
Reporting to
A few factors such as price, brand consciousness and taste consciousness were identified as important. The respondents filled out
questionnaires based on characteristics which affect their biscuit buying behaviour.
Correlation
Matrix
This is a matrix showing the correlations between the
variables.
Number of Factors
Scree Plot
The plot has a distinct break in the slope of the
factors in the region of high eigenvalues and it
gradually trails off with the rest of the factors.
Questions Results
Q1. While grocery shopping, I have We can identify from the rotated
a limited budget component matrix that variables 3, 6 and
Q2. The most important Rotated 8 are highly correlated, with variable 6
consideration while buying a biscuit Matrix being negatively correlated to the other
is its taste two variables. An analysis of the
Q3. If a biscuit brand I like releases questions tells that they can be grouped
a new product, I will try it out as Brand Consciousness.
Q4. Before I buy a packet of
biscuits, I check its price
Q5. I prefer to have a wider variety The variables 1, 4 and 7 are also
of biscuits to suit my taste correlated and can be clubbed as Price
Q6. The brand of the biscuit does Consciousness.
not influence my decision to buy it
Q7. Price of a biscuit does not Variables 1 and 4 are positively correlated
influence my buying decision with each other and negatively correlated
Q8. The brand ambassador & with variable 7. The variables 2 and 5 are
advertisements are not important
factors while buying biscuits
positively correlated, and can form a
factor of Taste Consciousness.
Discriminant Analysis
Objective: To identify the key factors that play an important role when a consumer is making a choice between
buying Parle - G and Britannia Marigold (one of Parle - G’s major competitor).
Background: From our exploratory research data, we had reached down to the following factors which play an
important role in the buying of biscuits: brand association, pricing, packaging, advertisement, taste, nutritious values
and emotional connect.
The aim of the analysis is to identify the significant factors and their impact on the buying of the competitor biscuits.
Results
The significant factors for the choices would be revealed from the
chart of “Tests of Equality of Group Means” which shows that
Nutritious values is not a significant factor
X1 = Brand Result
X2 = Price
X3 = Packaging In this case, the significant factors are emotional
X4 = Advertisement
X5= Taste
connect and attitude towards the brand. Therefore, they
X6 = Nutritious Values happen to be the most dominant factors influencing
X7 = Emotional Connect
buyer’s decision to buy Parle - G.
According to factor analysis, the general factors which affect a consumer’s biscuit buying decision are brand
consciousness, price consciousness, and taste consciousness.
From the discriminant analysis, we see that the major variables which make people buy Parle-G are
emotional connect and attitude towards the brand. Hence, the management should take care to maintain this
connect with the consumers while re-branding itself.
While re-branding itself, Parle-G should focus on the areas of price and packaging.
Research
Limitations Conclusion
• The majority of people being surveyed Our research hypothesis (null) that Price and emotional connect are
belonged to the age category of 19-25 years the dominant factors influencing the buyer decision in favour of Parle -
G has been proven to be partially incorrect, and hence, the null
• Children (age group 6-14) were not included hypothesis needs to be rejected.
in our research An affiliation for the buyers regarding their association with the brand
• No representation of people from BPL section has been seen to be primarily motivated by their emotional connect
of society with the brand. On the other hand, it is seen that a more popular brand
has got advertisement and packaging as its dominant influencing
• The ratio of employed, unemployed and factors in buying. Taste and Nutrition values have been seen to be the
student category was not equal throughout least significant of the discriminating factor among buyers across the
the research two sections.
Thank You!!