PROJECT FRAMEWORK

Presented by
Rajesh Singh
PGDM 2nd Sem.
 BROAD AREA

• MARKETING
 AREA OF INTEREST
• FMCG Products
 RESEARCH PROBLEM
• IDENTIFY AND ANALYZE THE FACTOR WHICH
INFLUENCE THE CUSTOMER TO PURCHASE
“MOUNTAIN DEW” AT CITY JAIPUR
Now who is next…. Any guess…..

The Answer is :- Wo darte nahi the

isiliye wo jeetey kyunki …….
“Darr ke Aage Jeet Hai”
 RESEARCH OBJECTIVE
• Identify the brand image of MOUNTAIN DEW

• To Know the consumption level of

MOUNTAIN DEW

• To know the reason why consumer prefer

MOUNTAIN DEW
 FACTORS / VARIABLES
1- Price
2- Consumption quantity
3- Taste
4- Packaging
5- Advertisement
6- Labeling
7- Availability
8- Promotional offer
 RESEARCH DESIGN

• DESCRIPTIVE
 SAMPLE SIZE
• 100
 DATA COLLECTION METHOD

• INTEROGATION THROUGH PERSONAL

INTERVIEW
DATA COLLECTION INSTRUMENT

• QUESTIONNAIRE
 QUESTIONNAIRE
@ DATE………………

@ PLACE……………..

@ NAME OF RESPONDENT…………………………………………..

@ AGE GROUP: (A)10-17 (B)18-25

(C)26-35 (D)35-45
(E)45 And above

@ GENDER: (●) Male (●) Female

@ OCCUPATION: (A) Business (B) Services

(C) Govt.Job (D) Student
(E) OTHERS

@ QULIFICATION: (A) SCHOOLING (B) Graduate

(C) Post Graduate (D) PROFFESIONAL
(E) OTHERS

@ ANNUAL INCOME: (A) 100000-150000(B)150000-200000

(C) 200000-250000 (D)250000-300000
(E)300000 And above
 TARGET QUESTION
QUESTION:
1. Do you consume cold drinks ?
(A) Yes (B) No

2. If no, what would you like to take ?

(A) Juice (B) Lassi (C)Nimbu Pani (E) Any other

3. How frequently you purchase Cold Drink?

(A) daily (B) weekly (C) Monthly

4. From where do you purchase cold drink?

(A) Convenience store (B) Departmental store (C) Kirana store (D) Other

5. Do you know about Mountain dew?

(A) Yes (B) No

6. Do you purchase Mountain dew?

(A) Yes (B) No

7. If No , Which brand you Normally consume?

(A) Coca-Cola (B) Thumsup (C) Limca (D)Pepsi
(E) 7up (F) Fanta (G) Mirinda (H) Sprite

8.How often do you purchase Mountain dew?

(A) Daily (B) Weekly(C) Monthly
Questionnaire

Do you consume cold drink?

Yes b) no

Option Yes No
Male 60 5
Female 30 5
Total percentage 90% 10%

10%

YES
NO

90%
 If no, what would you like to take?
a) Juice b) Lassi
d) Nibu pani d) other

Option juice Lassi Nibu pani Other Total

Male 25 10 0 20 55
Female 30 5 0 10 45
Total 55% 15% 0% 30% 100%
percentage
30%

55% Juice
Lassi
Nibu pani
Other

15%
 C-How frequently you purchase cold drink?

Option Daily Weekly Monthly Total

Male 20 40 60
Female 08 24 8 40
Total 28% 64% 8% 100%
percentage

8%
28%

daily
weekly
monthly

64%
 D- From where do you purchase cold drink?

Option Convenience Department Kirana store Other Total

store al store
Male 18 16 10 18 62
Female 08 08 02 20 38
Total% 26 24 12 38 100

Chart Title

other 38

Kirana store 12
Series 1

Departmental store 24

convenience store 26

0 10 20 30 40 50 60
 E- Do you know about mountain dew?

Option yes No
Male 64 0
Female 35 1

Sales
1%

yes
no

99%
 F- Do you purchase mountain dew?

Option Yes No Total

Male 46 14 60
Female 30 10 40
percentage 76% 24% 100%

Sales

24%
yes
no
76%
 Price

price Always Many times Often Not many Never

times
Up to 25 4 32 20 0 4
25-35 4 8 0 8 4
35-above 5 3 4 4 0

35

30

25

20
up to 25
25 to 35
15 35 and above

10

0
Always Many times Often not many times Never
 Labeling

Labeling Always Many times Often Not many Never

times
Up to 25 0 20 20 12 8
25-35 0 8 4 8 4
35-above 0 0 12 4 0

20 20
20

18

16

14
12
12
up to 25
10 25 to 35
8 8 8
8 35 and above

6
4 4
4

2
0 0
0
Always Many times Often Not many times Never
 Availability
Availability Always Many times Often Not many Never
times
Up to 25 4 44 8 8 0
25-35 0 24 0 0 0
35-above 4 6 1 1 0

45

40

35

30

25 up to 25
25 to 35
20 35 and above
15

10

0
Always Many times Often Not many times Never
 Promotional offer
promotionaloff Always Many times Often Not many Never
er times
Up to 25 0 32 16 12 0
25-35 0 24 0 0 0
35-above 2 8 2 4 0

35 32

30

25

20
16 up to 25
25 to 35
15 12 35 and above

10

5
0 0
0
Always Many times Often Not many times Never
 Advertisement
Advertiseme Always Many times Often Not many Never
nt times
Up to 25 0 36 12 8 8
25-35 0 20 0 4 0
35-above 0 0 4 8 0

40

35

30

25
up to 25
20 25 to 35
35 and above
15

10

0
Always Many times Often Not many times Never
 Taste
Taste Always Many times Often Not many Never
times
Up to 25 8 32 16 4 0
25-35 8 4 8 4 0
35-above 2 4 4 4 2

35

30

25

20
up to 25
25 to 35
15 35 and above

10

0
Always Many times Often Not many times never
What comes to your mind when you think about mountain
dew?

Series 1

40

26

Series 1

18
16

Crazy advt Refreshing drink Brand pepsi Any other

Conclusion
• As 99% respondents are know about Mountain
dew means to say brand positioning is very good.
• 76% respondent purchase Mountain dew
• Promotional scheme and advertisement are in
reach of customer
• The crazy ad created by Mountain dew has a good
sign as 46%
• Response given in favor of crazy advertisement.
 
Recommendation
Advertisement is the best way in touch with the
customer so company need to constant practice on
advertisement, availability, promotional scheme that
is why a huge number of respondent take
consideration advertisement availability and
promotional scheme.
 YO U
A NK
T H