MBR Final Report

METHODS OF BUSINESS
RESEARCH
NAURUS PVT. LTD.
RESEARCH REPORT
Submitted to: Mr Agha Shaheryar
Group Members:
Aeysha Hameed
Amra Rahman
Anam Tariq
Rabiya anjum
BBA VI
Date of Submission: May 28,2010

LETTER OF TRANSMITTAL
Date: May 28, 2010
To: Mr Agha Shaheryar
Subject: Report on the preferences of mothers on what they give their

children to school for lunch
With due respect our term report is presented to you, please accept our
work.
This report is based on the primary research conducted to find out what
mothers mostly give to their children for lunch to school and why.
Yours sincerely,
Aeysha Hameed Amra

Rahman
Anam Tariq Rabiya

Anjum
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Usman Ghani
Letter of Contribution
Module 1 Aeysha Hameed, Amra Rahman, Anam Tariq, Rabiya

Anjum
Module 2 Aeysha Hameed, Amra Rahman, Anam Tariq, Rabiya

Anjum
Module 3:
Article Collections Aeysha Hameed & Anam Tariq
Write Up Aeysha Hameed & Anam Tariq
Proof Reading Amra Rahman & Rabiya Anjum
Module 4:
Conducting Focus Group Amra Rahman & Rabiya Anjum
Notes Aeysha Hameed & Anam Tariq
Write Up Anam Tariq & Rabiya Anjum
Video Burning, Proof reading Amra Rahman

and Presentation
Module 5:
Questionnaire Design Aeysha Hameed, Amra Rahman, Anam Tariq, Rabiya

Anjum & Usman Ghani
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Module 6:
Data Collection Usman Ghani
Data Entry Amra Rahman & Aeysha Hameed
Executive Summary, Amra Rahman, Anam Tariq & Rabiya Anjum

Compilation and Editing
Individual Question Analysis

and Recommendations Aeysha Hameed, Amra Rahman, Anam Tariq &
Rabiya Anjum
Overall Analysis and
Conclusion Anam Tariq & Rabiya Anjum
Executive Summary
The purpose of this report was to help Naurus Pvt. Ltd. see if there is an
opportunity in the snacks industry specifically from school going children,
grade 2 and above. Our target audience was mothers of a monthly family
income of not more than Rs. 25,000. This research was mainly primary in
nature, although we did take help from some secondary data that we
collected for our literature review. Two focus groups were conducted that
gave us an insight into what children like to take for lunch according to their
mothers, and what mothers prefer to give. After our questionnaire response
analysis, we found that health and hygiene were the two most important
considerations for mothers, but we feel that affordability also has a high
influence in this segment’s purchase decisions due to their low income.
Moreover, we found that most mothers give lunch to their children instead of
lunch money. Also, most children like spicy chips and chocolate filled biscuits
the most. In the chips market, Lays and Kurleez were found to be the most
liked chips, whereas in the biscuit market, Rio and Prince were found to the
most popular. We also found that if Naurus is to venture into the snacks
industry, it should price its product at no more that Rs. 10 as that is what
most mothers give their children in our target market. Also, freebies that
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come with snacks were found to be very popular with children, and this one
of the reasons Lays is the most popular brand. Our research reveals that
stickers are the most liked freebies.
According to our secondary research, pester power plays an important role in

families’ purchase decisions, especially those involving school lunch.
However, most mothers said that advertisements do not have much of an
effect in their purchase decision. We feel that mothers may have refrained
from admitting that their children pester them into buying snacks whose ads
they see on TV due to social desirability bias.
Based on our findings from questionnaire response analysis and hypothesis

testing, we feel that opportunities do exist for Naurus Pvt. Ltd. in the snacks
market, particularly the chips and cream filled biscuits market. We
recommend that Naurus Pvt. Ltd. can start manufacturing spicy flavored
chips and/or chocolate cream filled biscuits as they both are most liked by
children in this segment. Their prices should be set at less than Rs. 10, and
the snacks should come with stickers as freebies.
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Table of Contents
LETTER OF TRANSMITTAL...........................................................................................2
Letter of Contribution.................................................................................................3
Executive Summary................................................................................................4
Letter of Acknowledgement........................................................................................8
Overview of the Company..........................................................................................9
PURPOSE OF THE RESEARCH PROJECT.....................................................................10
Opportunity Identification:.....................................................................................10
Research Questions:..............................................................................................10
Research Objectives:.............................................................................................11
APPROACH TO THE PROBLEM...................................................................................11
TYPE OF STUDY:....................................................................................................11
HYPOTHESIS..........................................................................................................12
RESEARCH DESIGN................................................................................................12
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Primary Research...............................................................................................12
Secondary Research...........................................................................................13
Definition of target population and sample size.................................................13
Sampling Technique...........................................................................................13
Field work........................................................................................................... 13
Data analysis methodology................................................................................14
SECONDARY RESEARCH SUMMARY...........................................................................16
TRANSCRIBED FOCUS GROUP...................................................................................21
INDIVIDUAL QUESTION ANALYSIS.............................................................................26
HYPOTHESIS TESTING...............................................................................................54
OVERALL ANALYSIS...................................................................................................59
OVERALL ANALYSIS...................................................................................................60
CHIPS..................................................................................................................... 60
BISCUITS................................................................................................................61
AD EFFECT.............................................................................................................61
FREEBIES............................................................................................................... 61
RECOMMENDATIONS................................................................................................ 65
APPENDIX................................................................................................................. 66
APPENDIX A...........................................................................................................67
-QUESTIONNAIRE-..................................................................................................67
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Letter of Acknowledgement
We would like to thank Mr Waheed Zafar,Director Sales and Marketing,

Naurus Pvt. Ltd., for taking out time from his busy schedule and enlightening
us with valuable information for this project. He was keen to guide us and
eager to respond to all our queries. He was very cooperative and
accommodating and without his help we would not have been able to
compile this effort.
We would also like to thank our instructors, Mr Agha Shaheryar and Ms.
Farah Naz Baig, for imparting their knowledge upon us in an effective
manner which has given us a thorough and in-depth understanding of the
course and for giving us the opportunity to work on this project.
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Overview of the Company
Naurus (Pvt.) Ltd. (NPL) was established and incorporated as a company in

1979. However, the brand name Naurus was known to many long before
that. In the late 1950’s Naurus Syrup was launched which was a pure
composition of aqua flowers, herbal distillates and fruits extracts. Because of
its unique blend of natural herbs and no artificial chemicals, it was positioned
as a ‘New’ (Nau) ‘Drink’ (Rus). Now, its product base not only comprises of
Naurus Syrup; but also, Jams, Spices, Pickles, Sauces, Vermicelli, Squashes,
Juices, Desserts, Canned Foods, Sandwich, Ketchup and Spreads. All these
food items are under the brand name of “Sundip” which, as a brand, was
launched in 1997.
Naurus’ unique selling proposition is the use of natural herbs in its

ingredients. Hence, it promotes all the products as being ‘Naturally better’.
It has also managed to get international recognition due to its well-versed
industrial expertise, quality awareness, and product knowledge. The
company is also an ISO-9001 certified organization meeting international
quality standards and is now hoping to achieve the HACCP certification. The
company and its employees strive to achieve the objective which is to
become termed as the ‘Preferred Brand’ for ethnic food products.
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PURPOSE OF THE RESEARCH PROJECT
Opportunity Identification:
This research report aimed to determine what mothers are giving their
children for lunch, food and drinks both. This research will help Naurus
identify opportunities where they can use product development strategy to
capitalize on this market segment.
Research Questions:
The mothers of school going children of class 2 and above, with income
levels lower than Rs. 25,000 were asked what they give their children to take
to school for lunch and whether it’s homemade or purchased from the store.
If it’s a packet of biscuit then further question regarding the type of biscuits,
whether saltish or sweet, dry or with cream etc. was asked. The brand
preferred in each case will also asked. If the mothers gave homemade food
for example sandwiches then they were asked what filling they used. If they
gave money, they were asked how much they gave.
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Research Objectives:
Asking these research questions will gave us an in depth idea of what
mothers prefer to give their children for lunch. If the stigma of junk food or
snacks being unhealthy still prevails in the general mindset or not also come
to our knowledge. This has helped identify an area(s) which would be
feasible for Naurus to expand into.
APPROACH TO THE PROBLEM
TYPE OF STUDY:
This was an exploratory research in where we tried to identify and
understand the general mindset of the school going child’s mother on what
she most prefers to give her children for lunch. This study provided insights
into the buying behavior of SEC B and C people and helped us identify an
opportunity about what kind of lunch mothers of this social class want to give
their children, something that Naurus Pvt. Ltd can venture into. As the target
population is in the lower income bracket, price was a very important
consideration. All the variables affecting this decision have been identified
and studied.
The study can also be termed descriptive as we also analyzed if children

mostly take lunch money or lunch to school. The research was more
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quantitative than qualitative as we asked all open ended questions for more
accuracy.
HYPOTHESIS
• More than 60% of the mothers give lunch to their children
• More than 70% of the mothers’ purchase decision is affected by

advertisements
• 60% of the children like ketchup flavoured chips
• More than 55% of the children like chocolate cream filled biscuits
RESEARCH DESIGN
Our research is mainly based on primary data.
Primary Research
The survey research method is the basic research design. The interview to
get the questionnaire filled will last for about 3 to 4 minutes. Focus group
interviews were also conducted, and this gave us an insight into the mindset
of mothers, what they really think and what is their top priority.
Sample questions are:
• Do you give your kids lunch money or lunch?

• If you give lunch money, then how much do you give every day?
• If you give lunch then what do you mostly give?
• What snack does your kid like the most?
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Secondary Research
For our secondary research we conducted a literature review of articles from
journals, internet and various books for references.
Definition of target population and sample size

A survey of approximately 250 individuals located in different parts of
Karachi provided the database for this study. Eligible respondents were
mothers of children in class 2 and above, belonging to families with a
maximum monthly income of Rs. 25,000 in the SEC class B or C. Data
gathering took around 2 weeks, and a complete report was generated in 2
months.
Sampling Technique
The sample size is of 250 as mentioned above. The sampling technique
which we will use is the non probability technique in which the probability of
anyone of the mothers being selected will be based on the prior requirement
of being in the income bracket of less than Rs. 25,000 and of SEC B & C. We
did convenience sampling.
Field work
We also distributed questionnaires to the mothers that by giving them out to
children in school and collecting the filled questionnaires the next day.
Schools were selected on the basis of the family income. We also interviewed
mothers who came to pick their children up from school and conducted door
to door interviews to get the questionnaires filled.
In addition, we also conducted two focus group interviews, one with mothers,
and the other with children which proved to be very insightful. Each focus
lasted for about 20-25 minutes.
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The data will then be fed into the computer to obtain different charts, etc to
study the buying preferences and buying patterns. Insights obtained from
the focus groups will be used to explain this behavior.
Data analysis methodology

The sampling technique was be non-probability sampling. We used different
statistical methods like frequency distribution and other tabular and ranking
methods to analyze the data that we gathered. This was done by the aid of
SSPS for clarity and accuracy.
Time Schedule
Problem identification February 21, 2010
Research proposal March 25, 2010
Literature review and synopsis March 25, 2010
Focus group conduction March 30, 2010
Focus group transcription, preparation of summary April 1, 2010

and CD
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Questionnaire design April 8, 2010
Survey May 15, 2010
Data entry May 18, 2010
Analysis by software May 25, 2010
Conclusion and recommendations May 27, 2010
Compilation of final report May 29, 2010
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SECONDAR
Y
RESEARCH
SUMMARY
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Food and beverage companies operate today in an environment very
different to that of a few years ago. Some of the old paradigms, such as
producing inventory to forecast, long production runs, and limited number of
product categories, are no longer viable. The changing demands and
fashions of the consumer market mean that food and beverage processors
cannot plan on the basis of a long product life, and innovation has become a
critical factor for survival.
Critical issues facing this industry include: increased levels of regulation in

the form of quality, documentation and traceability; demands for variety and
innovation; low profit margins; and shelf life management. Unique issues
include: consistent quality of raw materials cannot be guaranteed
necessitating dynamic recipes, together with variable processes; and
forecasting in the final stages of production centre around packaging sizes.
there are some important facts about Pakistani market regarding a new food
company expansion. These facts will help companies to make there decision.
• In Pakistan there are three big consumer markets one is Karachi with a
population of 10 million people, Lahore with 5.7 million people and
Faisalabad with 2.1 million people.
• An average Pakistani consumer spends 42% of his income on food.
• Consumer food sales are expanding at a rate of 10% annually.
• Super markets are gaining popularity and currently account approximately
10% of retail food sale.
• In recent years Pakistan has also eased trade barriers to attract more
foreign companies to do investment in Pakistan. Rules and regulations have
made more transparent and tariffs have been reduced
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the food & beverage industry plays a unique role in expanding economic
opportunity because of its universality to human life and health. The role of
large firms and of their partners in expanding economic opportunity can take
a variety of forms. Whether the long-term vision is about developing local
markets or global supply chains, the different scenarios all have one thing in
common: they focus on the ability of poor communities to create and capture
more of the value from their labour. In some cases, companies are taking the
responsible or sustainable value proposition all the way to consumers to
achieve a “values premium” that goes beyond quality or safety guarantees.
A key incentive is to raise local standards sufficiently to lower the
companies’ dependence on international supplies of quality barley for malt
production. The barriers to expamd economic opportunity include the poor’s
lack of appropriate skills, technologies, and finance, as well as their
inexperience in designing and growing businesses, and lack of awareness of
the economic and business opportunities.
The London-based Centre for Food & Health Studies in its “Five Key Trends in
Kids’ Nutrition 2006” report, predicts a shift to “good” and “bad” foods
rather than “good” and “bad” diets.
the demonstrated growth potential for nutritional snack foods and beverages
among families with kids is 7.2 percent for families with children under five;
7.1 percent with children under 11; and 6.7 percent with children under 17.
Growth potential for indulgent products for the same families is negative for
all age groups, and "healthier" products only have growth potential for
families with kids in the 12 to 17 age group.
Howard Dean of Dean Foods sees real growth possibilities in dealing with
fewer, larger customers. "As retailers and food service people consolidate,
[our strategy for growth] is to team up with the large retailers and large food
service people and try to get more growth through them," said Dean.
"[Retailer consolidation] is going to cause more growth for [food] companies
because they're going to pick up new business just because the type of
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customer they're going to be serving in the future is going to be larger and
more aggressive." Bestfoods CEO Shoemate noted that the keys to success
in dealing with retailer consolidation include brand power, product innovation
and differentiation and "aggressive" application of ECR (Efficient Consumer
Response) principles to reduce costs for customers and the companies
themselves.
Despite Pakistan’s confectionery and chocolate industry has enjoyed an

emerging and growing trend in the recent past yet its size and growth
pattern has been far inconsequential compared to other countries of Asia-
pacific region. The industry has grown with an average annual rate of 6.5 to
7.5 % during 2002-2008. Domestic brands dominate the market accounting
for more than 85% of total value sales of the industry. The branded
confectionery and chocolate market is highly price elastic and growing with
the bulk of sales concentrated in mid-price range products. The efforts made
for the induction of Rs.2 Confectionery unit by industry giants has gone into
vain so far. However Rs. 2 and 3 are popular price points for lolly pops and
chocolates range.
Political instability may affect: the ability to acquire of form a strategic

business alliance with suppliers, activities that make necessary infrastructure
enhancements to production facilities, distribution networks, sales
equipment and technology. Also, carbonated soft drinks are subject to
double taxation. Production of beverages declined by 3.7% as the prices of
sugar, one of the key inputs in beverages rose sharply in recent months.
The current Potato Chips (Crisps) Market is already led by Super Crisps and
Golden Chips. Entering into the market needs heavy investment on the
marketing campaign of the product in order to capture the share. Moreover
40% of the unbranded market can also be attracted through use of heavy
Marketing Campaign.There are many units existing which are in the business
of Potato Chips Manufacturing but still they are not successful in catering the
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demand. So there is a potential for new entrepreneurs to enter the market.
Key success factors will be:
• Waste Production should be kept at minimum and production process

need to be monitored very carefully.Advance Orders for sale can
ensure the success of the Business.
• Strong controls on the Purchase Price of Raw Material need to be
observed as it is evident that due to lack of Storage Facilities, supply of
Potato is not stable throughout the year as a result of which there is
huge variation in the prices of the Potatoes. It is therefore
recommended to estimate the Potato requirements for the year and
this should be contracted for in advance with the Suppliers so as to
secure from the drastic changes in the prices of Potatoes.
• Quality maintenance will play an important role as it is evident from
the behavior of the General consumers that they are more specific
towards health issues than ever before.
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TRANSCRIB
ED FOCUS
GROUP
Our basic market research project is to find out what mothers give their
children to lunch for school. The children in our target market are those of
grade 2 and above, belonging to families whose monthly income is not more
than rs 20, 000.
We conducted two focus groups in Ayesha Siddiqa school in Liaqatabad, and

the participants of the first focus group were those teachers of the school
who had children in grade 2 and above. The participants of the second focus
group were the school children (grade 2 and above). We chose to have a
focus group of teachers because we thought that teachers would have more
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information on what other children bring for lunch to school, based on
observation.
Rabiya Anjum was the moderator of the group, Amra Rahman captured the
focus group on camera and Aeysha Hameed and Anam Tariq took notes on
what the participants were saying.
1st Focus Group

We started the focus group by asking the ladies what their thoughts were on
the lunch that their kids take to school. All of them unanimously agreed that
they should be given homemade meals to school like sandwiches and
parathas, etc. They were of the opinion that the cafeteria food is unhygienic
and home cooked food is always the best choice. When we asked what kind
of sandwiches they gave their children, the response varied from butter
sandwiches, kebab sandwiches to egg sandwiches and jam/jelly sandwiches.
They also talked about how health conscious they were, and how eating
canteen food was the root cause of diarrhea and other diseases. Also, one of
them pointed out that giving children money to buy lunch or giving them
packets of chips and biscuits ‘spoils the habits’ of children, meaning that if
you keep giving them that every day, then they will never want to take
homemade lunch to school.
Half of the mothers said that they give money to their children for lunch, the
amount ranging from Rs 5 to 15. None of the mothers prefer giving money to
small children, but they are left with no choice when it comes to older
children, i.e. of ages 12 and up. In fact almost all children of grade 7 and up
bring money to buy snacks for lunch. When we asked what they usually buy
for themselves, they said that they usually buy cafeteria food like rolls, fries,
chaat, etc. among snacks, they mostly buy Marrie biscuit, Munna biscuit,
Gluco, Gala, Rio and Prince when it comes to biscuits. Plain biscuits like
Gluco and Munna were preferred the most. Slanty, Kurleez and unbranded
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finger chips were popular when it comes to chips. Slanty seemed to be the
most popular choice.
When we asked if their children asked them to buy them chips, etc for lunch,
they said that their children had grown up with the kind of training and
understanding that home-cooked food was what they had to take for lunch
almost every day, and they were taught not to insist a lot.
However, some of the mothers said that their children insist they want to
take something for lunch on two occasions:
1. When they see other children having something, and

2. When they see an advertisement of some new snack on TV and they
want to try that out
The mothers said that their children insisted the most on taking a particular
snack for lunch when they saw their friends in school having that snack, so
this was the strongest appeal. They also insist when they see an
advertisement of some snack on TV, like Maggi, Peki, etc, but once they try
out the new snack and don’t like it, they do not pester their parents to buy it
for them again. This led us to the insight that children are not stupid and
they will not want something that doesn’t taste good to them, no matter how
attractively it is packaged or how heavily it is being marketed. So, the
product itself has to be good, and according to their taste.
When we asked about beverages, the mothers said that soft drinks and
juices were not sold in their children’s school, and only water was available.
One of them said that they gave juices like nestle, etc to their children. None
of them gave sharbats to their children and according to them, the children
did not like to take sharbat either.
When we asked them what kind of candies and chocolates they gave their
children, they said that they sometimes give them Coke and Fanta candies.
Chocolates like Cadbury dairy milk (Rs. 5) and Kitkat were sometimes given
as a treat.
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2nd Focus Group
We conducted this focus group with the school children (of grade 2 and
above). They were all girls and when we asked them what they liked most to
take for lunch, they unanimously agreed on Kurleez, especially ketchup
flavor, and Lays, plain salted flavor. Price is a very important consideration
for these income groups and this is evident from the fact that a packet of
unbranded chips in their school is available for Rs. 1. So, companies can
make money on volume if they introduce lower priced products for these
social classes.
They said that mostly get money to buy snacks, that they spend in buying
either chips or cafeteria food like fries, chaat, rolls etc. Rolls were the
favorite canteen food. These rolls cost Rs. 10 each and have a vegetable or
chicken filling. As for beverages, they said that they mostly drink water, but
in the summer they sometimes take Rooh Afza with them, and would like to
take Tang instead. This gave us another insight into what the children want,
that is, a kind of fruit juice, or fruity drink that they can afford.
As for chocolates and candies, they said that they rarely had chocolates but
frequently had chewing gums like Fresh-Up, etc and other toffees and
sweets. In fact, according to then, buying chocolates was a treat for them,
and among the chocolates, Cadbury’s Dairy Milk seemed to be the favorite.
Another interesting finding was that all the school children in our focus group
said that they did not like homemade food and preferred canteen food over
it. This is about peer pressure, and trying to fit in with everybody else at
school. Also, like the ladies in our first focus group said, children from grade
7 and up do not take lunch from home.
Possible Errors
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The findings from our first focus group tend to be a little erroneous due to
the fact that one teacher tried to deliberately falsify pieces of information,
that we could easily make out couldn’t be true. For example, when asked
what beverage she have her children for school, she emphasized on fruit
juices like Nestle, which we know people of this income bracket cannot afford
to buy for their children, even twice a week (especially if they have more
than one child) due to its high price.
On another occasion she said that she gave her children Rs. 20 everyday as
lunch money, which again is not very believable because most mothers just
give Rs. 5 to Rs. 15. However, this may be a deviation from the average,
which we shall find out when we conduct hypothesis testing.
We think that this woman gave such responses either because she wanted to
present herself as a more sophisticated person, and also because she
wanted us to think of her in that way. This is called deliberate falsification
and interviewer bias.
In addition, almost all teachers said that they gave their children homemade
food for lunch, but almost all the children said that they mostly got lunch
money. At this point, we agree with the children, as the teachers seemed to
present themselves as more health conscious than they actually were. This
information was confirmed by the canteen incharge.
Also, some of the teachers and even some children said that they took Rooh
Afza to school at times in summers, the problem here is that we do not know
for sure whether it is actually Rooh Afza they are talking about, or Jam-e-
Shereen or Naurus, since they are all red syrup drinks and since Rooh Afza
has almost become a generic name for red syrup drinks, this is something
that we will have to focus on.
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INDIVIDUA
L
QUESTION
ANALYSIS
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Q1. Are you a house wife?
*See Table 1 in Appendix B
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The statistical data shows that out of 250 respondents, 218 are housewives
and only 32 are working women. House wives constitute of 87.2% while
working women are only 12.8%. Our sample shows that the majority of the
women belonging to the SEC classes B and C (the target market for our
research) are housewives.
Q2. Which of the two do you prefer giving your children for lunch?
Of our sample, an overwhelming majority of 87.2% prefers to give lunch only

while the remaining 12.8% gives money only. That is out of 250 respondents
218 prefer to give lunch only while 32 prefer to give money only. This shows
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that Naurus is considering the right and an apt audience to enter in the
snacks market where an opportunity clearly exists as majority of the mothers
(whether working or housewives) prefer giving lunch rather than money. If
mothers give them money then, according to a previously conducted
research, 73% of the children end up buying unbranded and unhygienic
cafeteria food which the mothers are leery of (Kausar, 2000).
Q3.Rate, on a scale of 1 – 5 according to their importance, each of

the following options you keep in mind when giving lunch to your
children.
AFFORDABILITY
According to our statistics, out of 250 respondents 26.6% find affordability as

the least important factor while giving lunch to their children, but a close
22.6% consider it to be the most important factor. This shows that there is a
high variability in the responses. 18.3% are indifferent towards considering
affordability while giving lunch to their children, 16.3% mothers think
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affordability is just a slightly important factor and a close 15.5% consider it
to be an important factor. This also shows that there is high variability in the
responses.
Looking at these results we believe that we may be encountering a response

bias because of two reasons: firstly, there is a high variability in the
responses as the most important and the least important percentages are
very close. Secondly, considering our target population belonging to the SEC
classes B and C with a family income of up to Rs. 20,000, it is highly unlikely
that affordability is least important factor affecting their lunch choices.

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HEALTH
Health is, clearly, the most important factor out of all the others that mothers
keep in mind while giving lunch to their children. A sweeping 47.6% find it
most important while 30.2% think that it is an important factor. 11.5% are
neutral toward this factor, and a mere 6% and 4% think that it is slightly
important and least important, respectively.
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HYGEINE
Hygiene refers to the way the food is prepared, cleanliness of the food and
its packaging. 22.6% consider it to be most important, 36.5% of the mothers
find it important, 30.2% are neutral towards it while a mere 8.7% and 1.2%
find it slightly important and least important respectively.
WHAT CHILDREN LIKE
5.6% of the mothers consider what their children like while giving lunch to
them, while 13.5% think of it as an important consideration, 24.2% are
indifferent towards their children likes, while a sweeping 47.2% consider it to
be just slightly important and 8.7% consider what their children like as least
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important. This shows that among this income bracket of people, the
children’s likes and choices are not of a great consideration for mothers
while giving lunch to their children.
Q4. If you prefer giving money then please specify which ONE of the
following amounts you give per day?
According to the results, 20.2% of the mothers give Rs. 5, 40.9% of the
mothers give Rs. 10, while 38.1% give Rs. 15 to their children as lunch
money. As per our findings, as the number of the children in a family
increase the amount of money given to each reduces. This knowledge will
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help Naurus in determining the price of the snack it is looking forward to
introduce.
Q5. If you prefer giving homemade lunch; then please rank top 5 of
the following from 1 – 5 (1= mostly given, 5= least given):
This shows that out of 250 respondents 18.6% give their children
mayonnaise sandwiches and 17.9% give their children egg sandwiches when
it comes to giving homemade lunch. This question was asked to determine
what filling mothers mostly put in the sandwiches and if it’s something that
Naurus can venture into or look improve upon, for instance, Sundip jams,
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jellies, mayonnaise, etc. According to the results, Naurus can work to
improve the positioning of its mayonnaise by positioning it as a sandwich
fixing for school going children. Basically, this question was just to general a
general idea of the trend in homemade lunches for that purpose.
Q.6 What type of chips do your children like?
The statistics show that out of 250 respondents only 9 give unbranded
bakery chips to their children for lunch; whereas, and overwhelming majority
Page | 35
of 241 mothers give branded chips. That is 3.6% of the mothers give
unbranded chips while 96.4% give branded chips. This shows that there is a
huge opportunity for Naurus to go snacks industry and provide this target
audience with a new brand of chips.
Page | 36
Q7. If you give chips to your children then which of these do you
give?
Our findings show that 35.3% of the mothers give Lays to their children,
18.3% give Kurleez, 12.3% give Slanty, 9.5% give Kurkure and Super Crisp,
8.3% give Cheery Balls, 2% give Papar while 4% give other brands. Hence,
among the top 5 choices of the respondents, Lays seems to be the strongest
competitor in chips for Naurus (if Naurus decides to introduce a new brand of
chips as it has an opportunity in it).
Page | 37
Q8. On a scale of 1 – 5 how much do your children like each of these
flavours?
For this question, we have used a likert scale. Through this question we want
to find which flavor chips that children like the most.
KETCHUP
From the findings we see 14.3% mothers say that their children strongly like
the ketchup flavor and 34.1% say that their children like the ketchup flavor.
28.6% say that their children are indifferent to this flavor while 13.9% say
Page | 38
that their children dislike ketchup and a mere 8.3% strongly dislike the
ketchup flavor.
PLAIN
the plain flavor and 18.7% say that their children like the plain flavor. 46%
say that their children are indifferent to this flavor while 20.2% say that their
children dislike plain and a mere 4.8% strongly dislike the plain flavor.
Page | 39
BARBEQUE
the barbeque flavor and 19.4% say that their children like the barbeque
flavor. 21% say that their children are indifferent to this flavor while 17.1%
say that their children dislike barbeque and a mere 8.7% strongly dislike the
barbeque flavor.
Page | 40
SPICY
the spicy flavor and 23.4% say that their children like the spicy flavor. 17.5%
say that their children are indifferent to this flavor while 6.3% say that their
children dislike spicy and a mere 11.9% strongly dislike the spicy flavor.
Our evaluation shows that the spicy flavor the most strongly liked flavor
among all other flavours. Barbeque flavor is the next popular flavor followed
by ketchup. And the least popular flavor is the plain/salty flavor. So if Naurus
tries to venture in the snacks industry by introducing a new brand of chips, it
should introduce it with the spicy flavor to attract immediate attraction and a
foothole in the market.
Page | 41
Q9. If they like cream filled biscuits, then on a scale of 1 – 5, which
filling do they like the most?
From the results it is evident that the most favourite filling in a cream filled
biscuit is chocolate with 54.4% of the respondents ranking it as their top
priority. Next in line is vanilla cream with 28.2% of the respondents selecting
it as their favourite followed by 11.5% of the respondents going for
strawberry and only 2.8% and 2.4% selecting lemon and orange,
respectively, as their favourite cream flavours in cream filled biscuits. So, if
Naurus is to launch a new brand of cream filled biscuits, it should venture
into chocolate cream biscuits. However, it should be taken into consideration
that there are various strong competitors present in the market catering to
the same flavours of the people. These ranks are also evident through the
weighted scores and the resulting ranks.
Page | 42
Q10. If they like plain biscuits then which type?
Respondents were asked to choose the type of plain biscuits their children
like i.e. sweet or salty. Our findings show that out of 250 respondents, 172
mothers said that their children like sweet biscuits while 78 mothers said
that their children liked salty biscuits better. In terms of percentage this
means that 68.8% said that the children like sweet biscuits while 31.2% said
their children like salty biscuits.
Page | 43
Q11. What type of biscuits do you prefer to buy?
The statistics show that out of 250 respondents only 9 give unbranded
bakery biscuits to their children for lunch; whereas, and overwhelming
majority of 241 mothers give branded biscuits. That is 3.6% of the mothers
give unbranded biscuits while 96.4% give branded biscuits. This shows that
there is a huge opportunity for Naurus to go snacks industry and provide this
target audience with a new brand of sweet biscuits as majority of the
children in this target audience like sweet biscuits over salty.
Page | 44
Q12. Rank the first 5 biscuits from what you buy the most to what
you buy the least (1= mostly bought, 5= least bought).
According to our research results, the most bought biscuit in our target
market is Rio with 22.8% of the respondents favouring it. Prince comes next
as a close contender with 21.6% of the respondents favouring it. Next most
favoured biscuit is chocolate sandwich with 12.8% of the respondents
favouring it followed by Tiger and Gluco with 10.4% of the respondents
favouring them both. Lastly, Gala is the least favoured biscuit with only 8%
of the respondents going for it. Notice, the top 3 favoured biscuits are all
Page | 45
cream filled in our target market. Hence, Naurus should seriously consider
coming up with a new brad of cream filled biscuits.
Q13. What type of drinks do you give your children with lunch?
A sweeping 58.9% of the mothers give water to their children with their
lunches. 24.3% give sherbet and only a mere 16.7% give juices. Further
evaluation of the results to this question show that of the mothers who give
sherbet to their children, an overwhelming majority of 45.1% give Rooh Afza
followed by 15.5% giving Naurus. 12.7% give Jam-e-shireen and Sunsip
Thanda Orange. Next, only 11.3% give Quice and lastly 2.8% give Squash.
Page | 46
Considering these results, Naurus should not venture into launching a new
brand of sherbet or juice as majority of the mothers in this target market ave
a very strong mindset for giving water with lunches to their children.
Moreover, Naurus already has its own brands of sherbet as well as juices. So
it should concentrate on marketing the existing brands more rather than
indulging in product development for comin up with a new brand in the
sherbet or juice industry.
Page | 47
Q14. On a scale of 1 – 5 (1=lowest, 5=highest) how much do
advertisements of chips, biscuits and juices or sherbet affect your
purchase decision?
The analysis of the results show that around 30% of the respondents say that
the impact of advertisements on their purchase decision regarding chips,
biscuits or juices ranges from being neutral to just affective. Only a mere
7.6% admitted to being strongly affected by advertisements. We feel that
the respondents did not openly admit to being affected by ads because of
Page | 48
social desirability bias as people feel that admitting this will show them as
being extremely maneuverable and gullible.
Q15. From what age onwards do you prefer giving your children
money rather than lunch?
An overwhelming 75.6% of the mothers believe that their children should be

given money from the age of 13 onwards. Children of 13 years are usually in
class 7 or 8. 20.8% of the mothers believe that children of the age 10 and
above should be given money that from classes 5 and above. Only a small
Page | 49
3.6% of mothers believe that children of age 5 and above should be given
money.
Q16. Freebies that come with chips and biscuits affect your
purchase decision.
45% of the mothers strongly agree that freebies that come with chips and
biscuits sway their purchase decision and 33% agree with the same. 10% are
indifferent towards freebies while 8% disagree and 4% strongly disagree.
Page | 50
Hence, we think that Naurus should consider giving away freebies along with
chips or biscuits if the decide to launch a new brand of either or both.
Page | 51
Q17. What kind of freebies do your children like?
The results show that 40.4% prefer stickers as freebies, 20% prefer spinners,
14.8% like tops, 3.6% prefer whistles and 21.2% prefer others. When asked
verbally and noted down, the majority of the respondents were more
favourable towards cash as freebie with chips, especially, and biscuits in the
others category. Seeing the success of the Lays and other few chips by
promoting their brands by giving cash as a freebie, we think that Naurus, if it
decides to venture into this market, should consider using money as freebie
along with stickers.
Page | 52
Q18. How many children do you have?
28% have 3 kids, 26.4% have 4 kids, 18.8% have 2 kids, 17.2% have 5 kids
and 9.6% have 1 child. The average number of children in a family belonging
to our target market is 3 children.
Page | 53
HYPOTHESI
S TESTING
Page | 54
Hypothesis 1:
H₀ : More than 60% of the mothers give lunch to their children in place
of money
H₁ : Less than or equal to 60% of the mothers give lunch to their

children instead of money
Null Hypothesis à H₀ : p > .60
Alternative Hypothesis à H₁ : p ≤ .60
Population proportion = p = .60
Sample proportion = p^ = 0.872 D i s t r i b u t io n P l o t

N o r m a l, M e a n = 0 , S tD e v= 1
0 .4
Confidence interval = 95%
= 5 % = 0.05 0 .3
D e n s it y
z = 1.645 0 .2
std dev. = s = ) / n} 0 .1
0.05
s= .60 ) / 250} = 0.031 0 .0
- 1 .6 4 0
X
z = (p^ - p) / s
z = (0.872 0.60) / 0.031 = 8.774
Conclusion:
Since z ; therefore, we accept the H₀
This means the test is statistically insignificant. So, it shows that more than
60% of the mothers give lunch to their children instead of money.
Page | 55
Hypothesis 2:
H₀ : More than 70% of the mothers’ purchase decision is affected by

advertisements
H₁ : Less than or equal to 70% of the mothers’ purchase decision is

affected by advertisements
D is tr ib u tio n P l o t
Population proportion = p = .70 N o r m a l, M e a n = 0 , S tD e v= 1
0 .4
Sample proportion = p^ = 0.384
0 .3
D e n s it y
0 .2
= 5 % = 0.05
0 .1
z = 1.645
0 .05
0 .0
std dev. = s = ) / n} - 1 .6 4 0
X
s= .70 ) / 250} = 0.029
z = (p^ - p) / s
z = (0.384 0.70) / 0.029 =
Conclusion:
Since z ; therefore, we reject the H₀. This means the test is statistically
significant. So, it shows that less than 70% of the mothers’ purchase decision
is affected by advertisements.
Page | 56
Hypothesis 3:
H₀ : 60% of the children like ketchup flavoured chips
H₁ : 60% of the children do not like ketchup flavoured chips
Null Hypothesis à H₀ : p .60
Alternative Hypothesis à H₁ : p .60
Population proportion = p = .60

D i s t r i b u ti o n P l o t
N o r m a l, M e a n = 0 , S tD e v = 1
0 .4
Confidence interval = 95% 0 .3

D e n s it y
= 5 % = 0.05 0 .2
z = 1.96 0 .1
0 .0 25 0.025
std dev. = s = ) / n} 0 .0
- 1 .9 6 0 1 .96
X
s= .60 ) / 250} = 0.031
z = (p^ - p) / s
z = (0.488 0.60) / 0.031 =
Conclusion:
Since z ; therefore, we reject the H₀
This means the test is statistically significant. So, it shows that 60% of the
children do not like ketchup flavoured chips.
Hypothesis 4:
Page | 57
H₀ : More than 55% of the children like chocolate cream filled biscuits
H₁ : Less than or equal to 55% of the children like chocolate cream

filled biscuits
Population proportion = p = .55 D is tr ibu tio n P lo t

N o r m a l, M e a n = 0 , S tD e v= 1
0.4

0.3

D e n s it y
0.2
= 5 % = 0.05
0.1
z = 1.645 0.0
0.0 5
- 1 .6 4 0
X
std dev. = s = ) / n}
s= .55 ) / 250} = 0.0314
z = (p^ - p) / s
z = (0.548 0.55) / 0.0314 =
Conclusion:
Since z ; therefore, we accept the H₀
This means the test is statistically insignificant. So, it shows that more than
55% of the children like chocolate cream filled biscuits.
Page | 58
OVERALL
ANALYSIS
Page | 59
OVERALL ANALYSIS
The questionnaire attempted to find if an opportunity existed in the snack

industry for Naurus for providing a new brand of chips and/or biscuits to SEC
classes B and C where the family income is not more than Rs. 25,000. The
particular target market is of children of classes 2 and above. Naurus’
requirement was to find out whether mothers in this specific market would
prefer giving a new brand chips and biscuits for lunch over money.
It was found out through our questionnaire analysis and hypotheses testing
that mothers would certainly prefer giving chips and biscuits to their children
for lunch over money as when children are given money they end up buying
unhygienic cafeteria food. The most vital consideration behind this was
health and hygiene which mothers keep in their minds while giving lunch to
their children while affordability did not qualify to be a major consideration
for them. However, we believe that we may be encountering a response bias
because of two reasons: firstly, there is a high variability in the responses as
the most important and the least important percentages are very close.
Secondly, considering the income of our target population it is highly unlikely
that affordability is least important factor affecting their lunch choices.
CHIPS
The results clearly show that a majority of 96.4% of the mothers prefer
giving branded chips to their children for lunch. Assuming that kids mostly
like ketchup flavor, we conducted a hypothesis testing on it if majority of the
children like ketchup flavor or not. However, the hypothesis was rejected and
it was found out that spicy flavor is the most like flavor in chips by kids
belonging to this income bracket. Moreover, if Naurus launched a new brand
of chips it should keep in mind that its strongest competitors are Lays
followed by Kurleez with a brand preference of 35.3% and 18.3%
respectively.
Page | 60
BISCUITS
A sweeping majority of 96.4% of the target population prefers branded
biscuits given as lunch. Hence, Naurus has a strong opportunity in the snacks
industry by entering the biscuits market and providing this target population
with a new brand of biscuits. With the help of our hypothesis testing it
became evident that the chocolate cream filled biscuits are the most liked
flavor and type of biscuits. Moreover, if Naurus launched a new brand of
biscuits it should keep in mind that its strongest competitors are Rio followed
by Prince with a brand preference of 22.8% and 21.6% respectively. Notice
that both are cream filled biscuits.
AD EFFECT
The analysis of the results show that around 30% of the respondents say that
the impact of advertisements on their purchase decision regarding chips,
biscuits or juices ranges from being neutral to just affective. Only a mere
7.6% admitted to being strongly affected by advertisements. Moreover, the
result of hypothesis testing reveal that more than 70% of the mothers’
purchase decision is not affected by ads. We feel that the respondents did
not openly admit to being affected by ads because of social desirability bias
as people feel that admitting this will show them as being extremely
maneuverable and gullible.
FREEBIES
An overwhelming majority of 78% of the mothers agree that freebies that
come with biscuits or chips affect their purchase decision. The most
preferred freebie is stickers. It should be noted that one of the reasons
behind Lays being a most popular choice is that gives away cash as freebie.
Page | 61
CONCLUSI
ON
Page | 62
Conclusion
The objective of our research was to find an opportunity that Naurus Pvt. Ltd.
can take capitalize on. Our target audience was mothers of a monthly family
income of not more than Rs. 25,000. After careful analysis of the
questionnaires and hypothesis testing, we feel that an opportunity exists in
the chips and cream filled biscuits market especially. To find this, we
conducted hypothesis testing, through which we found that more than 70%
of the mothers give lunch to their children instead of lunch money, with
health and affordability as important factors. However, we could not accept
the hypothesis that more than 70% of the mothers’ purchase decision is
affected by advertisements, but this could be due the fact that mothers did
not want to admit that advertisements had a big effect on their purchase
decision. While conducting secondary research we found that children have
an increasingly high impact on a lot of their parent’s purchase decisions,
especially when it comes to their lunch, which they influence through pester
power.
The hypothesis that 60% of the children like ketchup flavored chips was
rejected and according to the analysis of our questionnaire responses, spicy
flavored chips were liked the most by children. We accepted the 4th
hypothesis which said that than 55% of the children like chocolate cream
filled biscuits. We conducted this hypothesis because these days there in as
increasing trend of cream filled biscuits coming in the market and we wanted
to find out if that is actually what children like the most, instead of
recommending Naurus to jump on the bandwagon without ample research
and analysis. We conducted the hypothesis using chocolate cream filled
biscuits as it had the highest weighted score in a question where we asked
about the flavor preferences.
Therefore, based on our questionnaire response analysis and hypothesis

testing, we think that Naurus has an opportunity to enter the snack industry,
particularly in spicy chips and chocolate cream filled biscuits, and with a
Page | 63
good marketing campaign and setting affordable prices, they can surely take
advantage of it.
RECOMMENDAT
IONS
Page | 64
RECOMMENDATIONS
The purpose of this report was to help Naurus see if there is an opportunity
in the snacks industry specifically from school going children. We found out
some of the areas where Naurus could venture and some that it should
refrain from extending further or venturing.
• Naurus should go into the chips market of the snacks industry because
there is a very huge consumption quotient in the required target
market. However, the flavour it should begin with initially when
bringing its brand in the market; should be spicy. Our research shows
that 40.1 % of the mothers say that their children like spicy flavoured
chips the most.
• Naurus can also venture in the biscuit market of the snack industry.
Biscuits especially cream filled biscuits are highly popular with the
children of ages we focused on for this report. Furthermore, the filling
that is most preferred in chocolate with a huge 54.4% of mothers
claming that their children like chocolate filling best. Also the most
bought biscuits according to the responses in the questionnaire are
Rio and Prince. Note that both these biscuits are cream filled and both
are abundantly available in chocolate flavor. Therefore, this category
could be feasible for Naurus.
• Our analysis shows that freebies are popular amongst the respondents
with a 78% favouring snacks that give freebies. Lays, is currently,
highly popular. The reason might be that it is giving out cash prizes in
its chips. Therefore, if Naurus thinks of venturing in either of the two
staples of the snacks industry; it should consider giving freebies
atleast initially to gain attention and attract their target market.
Page | 65
• When mothers were asked about the amount of money they give their
children daily for lunch; 40.9% of the mothers give only Rs. 10. So,
whatever product that Naurus decides to bring in the market should
be under Rs. 10 in order for it to be affordable for the target market.
APPENDIX
Page | 66
APPENDIX A
-
QUESTIONNAI
RE-
Page | 67
Q1. Are you a house wife?
Yes No
Q2. Which of the two do you prefer giving your children for lunch?
Money Lunch
Q3.Rate, on a scale of 1 – 5 according to their importance, each of the following options you keep in
mind when giving lunch to your children:
Least imp
Most imp
1 2 3 4
5
Affordability
Health
Hygiene
What your children like
Q4. If you prefer giving money then please specify which ONE of the following amounts you give per
day:
Rs. 5 Rs. 10 Rs. 15
Q5. If you prefer giving homemade lunch; then please rank top 5 of the following from 1 – 5 (1= mostly
given, 5= least given):
Butter Sandwich Kebab sandwich Mayonnaise

Paratha roll Sandwich
Egg sandwich/paratha French fries Jam/Jelly Sandwich Other
Q.6 What type of chips do your children like:
Branded chips unbranded bakery chips (If you choose this, then
go to Q. 12)
Q7. If you give chips to your children then which of these do you give:
Kurleez Slanty Lays

Cheery balls
Kurkuray Papar Super Crisp

Other
Q8. On a scale of 1 – 5 how much do your children like each of these flavours?
Strongly like Like Neutral Strongly

Dislike Dislike
1 2 3 4
5
Page | 68
Ketchup
Plain Salted
Barbecue
Spicy
Q9. If they like cream filled biscuits, then on a scale of 1 – 5, which filling do they like the most:
Strawberry Vanilla Chocolate
Lemon Orange
Q10. If they like plain biscuits then which type:
Sweet Salty
Q11. What type of biscuits do you prefer to buy:
Unbranded bakery made biscuits (If you choose this, then proceed directly to Qs. 17)
Branded biscuits
Q12. Rank the first 5 biscuits from what you buy the most to what you buy the least ( 1= mostly
bought, 5= least bought):
Rio Bakeri
Prince Chocolate sandwich biscuits
Tiger Lemon sandwich biscuits
Gluco Chocolato
Sooper Candy
Gala
Q13. What type of drinks do you give your children with lunch?
Water
Juice
Sherbet (if you choose this, then please mark your preference below)
Naurus Jam-e-sheeren Quice Sunsip

Thanda Orange
Rooh afza Squash Limopani
Q14. On a scale of 1 – 5 (1=lowest, 5=highest) how much do advertisements of chips, biscuits and
juices or sherbet affect your purchase decision?
Strongly Affect Affect Neutral Slightly Affect

Strongly No Affect
Q15. From what age onwards do you prefer giving your children money rather than lunch?
5yrs onwards 10 yrs onwards 13yrs onwards
Q16. Freebies that come with chips and biscuits affect your purchase decision. Do you:
Page | 69
Strongly Agree Agree Neutral Disagree Strongly
Disagree
Q17. What kind of freebies do your children like?
Stickers Spinners Tops Whistles

Other
Q18. How many children do you have?
APPENDIX B – TABLES-
Housewife
Cumulative
Frequency Percent Valid Percent Percent
Valid Working Woman 32 12.8 12.8 12.8
Housewife 218 87.2 87.2 100.0
Total 250 100.0 100.0
Table 1
Money or Lunch
Cumulative
Valid Lunch 218 87.2 87.2 87.2
Money 32 12.8 12.8 100.0
Total 250 100.0 100.0
Table 2
Page | 70
Affordability
Cumulative
Valid LeastImportant 67 26.6 26.8 26.8
SlightlyImportant 41 16.3 16.4 43.2
Neutral 46 18.3 18.4 61.6
Important 39 15.5 15.6 77.2
MostImportant 57 22.6 22.8 100.0
Total 250 99.2 100.0
Missing System 2 .8
Total 252 100.0

Table 3
Health
Cumulative
Neutral 29 11.5 11.6 21.6
Important 76 30.2 30.4 52.0
MostImportant 120 47.6 48.0 100.0
Total 250 99.2 100.0
Missing System 2 .8
Total 252 100.0
Table 4
Page | 71
Hygiene
Cumulative
Neutral 76 30.2 30.4 40.4
Important 92 36.5 36.8 77.2
Total 250 99.2 100.0
Missing System 2 .8
Total 252 100.0
Table 5
Children’s Likes
Cumulative
Neutral 61 24.2 24.4 80.8
Important 34 13.5 13.6 94.4
Total 250 99.2 100.0
Missing System 2 .8
Total 252 100.0
Table 6
Page | 72
Money Amount
Cumulative
Valid 1.00 51 20.2 20.4 20.4
2.00 103 40.9 41.2 61.6
3.00 96 38.1 38.4 100.0
Total 250 99.2 100.0
Missing System 2 .8
Total 252 100.0
Table 7
HomeMadeLunch
Cumulative
Valid ButterSandwich 26 3.6 3.6 3.6
ParathaRoll 64 8.8 8.8 12.4
KebabSandwich 97 13.3 13.3 25.7
Mayonnaise Sandwich 135 18.5 18.5 44.2
EggSandwich 130 17.9 17.9 62.1
FrenchFries 106 14.6 14.6 76.6
Jam/jelly 98 13.5 13.5 90.1
Other 72 9.9 9.9 100.0
Total 728 100.0 100.0
Table 8
Page | 73
Branded Chips
Cumulative
Valid unbrandedchips 9 3.6 3.6 3.6
brandedchips 241 96.4 96.4 100.0
Total 250 100.0 100.0
Table 9
ChipsChoice
Cumulative
Valid Kurleez 46 18.3 18.4 18.4
Slanty 31 12.3 12.4 30.8
Lays 89 35.3 35.6 66.4
CheeryBalls 21 8.3 8.4 74.8
Kurkuray 24 9.5 9.6 84.4
Papar 5 2.0 2.0 86.4
SuperCrisp 24 9.5 9.6 96.0
Other 10 4.0 4.0 100.0
Total 250 99.2 100.0
Missing System 2 .8
Total 252 100.0
Table 10
Page | 74
Ketchup
Cumulative
Valid Strongly Like 36 14.3 14.4 14.4
Like 86 34.1 34.4 48.8
Neutral 72 28.6 28.8 77.6
Dislike 35 13.9 14.0 91.6
Strongly Dislike 21 8.3 8.4 100.0
Total 250 99.2 100.0
Missing System 2 .8
Total 252 100.0
Table 11
Plain
Cumulative
Like 47 18.7 18.8 28.4
Neutral 116 46.0 46.4 74.8
Dislike 51 20.2 20.4 95.2
Total 250 99.2 100.0
Missing System 2 .8
Total 252 100.0
Page | 75
Table 12
Barbecue
Cumulative
Like 49 19.4 19.6 52.8
Neutral 53 21.0 21.2 74.0
Dislike 43 17.1 17.2 91.2
Total 250 99.2 100.0
Missing System 2 .8
Total 252 100.0
Table 13
Spicy
Cumulative
Like 59 23.4 23.6 64.0
Neutral 44 17.5 17.6 81.6
Dislike 16 6.3 6.4 88.0
Total 250 99.2 100.0
Missing System 2 .8
Total 252 100.0
Table 14
Page | 76
Cream filled Biscuits
Cumulative
Valid Strawberry 29 11.5 11.6 11.6
Vanilla 71 28.2 28.4 40.0
Chocolate 137 54.4 54.8 94.8
Lemon 7 2.8 2.8 97.6
Orange 6 2.4 2.4 100.0
Total 250 99.2 100.0
Missing System 2 .8
Total 252 100.0
Table 15
Plain Biscuits
Cumulative
Valid Sweet 172 68.8 68.8 68.8
Salty 78 31.2 31.2 100.0
Total 250 100.0 100.0
Table 16
Page | 77
Type of Biscuits
Cumulative
Valid Unbranded 9 3.6 3.6 3.6
Branded 241 96.4 96.4 100.0
Total 250 100.0 100.0
Table 17
Most Bought Biscuit
Cumulative
Valid Rio 57 22.6 22.8 22.8
Prince 54 21.4 21.6 44.4
Tiger 26 10.3 10.4 54.8
Gluco 26 10.3 10.4 65.2
Sooper 17 6.7 6.8 72.0
Gala 20 7.9 8.0 80.0
Bakeri 15 6.0 6.0 86.0
ChocolateSandwich 32 12.7 12.8 98.8
LemonSandwich 3 1.2 1.2 100.0
Total 250 99.2 100.0
Missing System 2 .8
Total 252 100.0
Table 18
Page | 78
Type of Drink
Cumulative
Valid Water 139 55.2 55.6 55.6
Juice 40 15.9 16.0 71.6
Sherbet 71 28.2 28.4 100.0
Total 250 99.2 100.0
Missing System 2 .8
Total 252 100.0
Table 19
Sherbet
Cumulative
Valid Naurus 11 4.4 15.5 15.5
JameShireen 9 3.6 12.7 28.2
Quice 8 3.2 11.3 39.4
SunsipThandaOrange 9 3.6 12.7 52.1
RoohAfza 32 12.7 45.1 97.2
Squash 2 .8 2.8 100.0
Total 71 28.2 100.0
Missing System 181 71.8
Total 252 100.0
Table 20
Page | 79
Ad Effect
Cumulative
Valid Strongly Affect 19 7.5 7.6 7.6
Affect 77 30.6 30.8 38.4
Neutral 75 29.8 30.0 68.4
Slightly Affect 35 13.9 14.0 82.4
Strongly no Affect 44 17.5 17.6 100.0
Total 250 99.2 100.0
Missing System 2 .8
Total 252 100.0
Table 21
Age preferred for giving money
Cumulative
Valid 5 onwards 9 3.6 3.6 3.6
10 onwards 52 20.6 20.8 24.4
13 onwards 189 75.0 75.6 100.0
Total 250 99.2 100.0
Missing System 2 .8
Total 252 100.0
Table 22
Page | 80
Freebies
Cumulative
Valid Strongly Agree 112 44.6 44.8 44.8
Agree 83 33.1 33.2 78.0
Neutral 25 10.0 10.0 88.0
Disagree 20 8.0 8.0 96.0
Strongly Disagree 10 4.0 4.0 100.0
Total 250 99.6 100.0
Missing System 1 .4
Total 251 100.0
Table 23
Kind of Freebies
Cumulative
Valid Stickers 101 40.1 40.4 40.4
Spinners 50 19.8 20.0 60.4
Tops 37 14.7 14.8 75.2
Whistles 9 3.6 3.6 78.8
Others 53 21.0 21.2 100.0
Total 250 99.2 100.0
Missing System 2 .8
Total 252 100.0
Table 24
Page | 81
Number of Children
Cumulative
Valid 1.00 24 9.5 9.6 9.6
2.00 47 18.7 18.8 28.4
3.00 70 27.8 28.0 56.4
4.00 66 26.2 26.4 82.8
5.00 43 17.1 17.2 100.0
Total 250 99.2 100.0
Missing System 2 .8
Total 252 100.0
Table 25
Page | 82

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METHODS OF BUSINESS

NAURUS PVT. LTD.

Submitted to: Mr Agha Shaheryar

Date of Submission: May 28,2010

Date: May 28, 2010

To: Mr Agha Shaheryar

Subject: Report on the preferences of mothers on what they give their

Aeysha Hameed Amra

Anam Tariq Rabiya

Module 1 Aeysha Hameed, Amra Rahman, Anam Tariq, Rabiya

Module 2 Aeysha Hameed, Amra Rahman, Anam Tariq, Rabiya

Article Collections Aeysha Hameed & Anam Tariq

Write Up Aeysha Hameed & Anam Tariq

Proof Reading Amra Rahman & Rabiya Anjum

Conducting Focus Group Amra Rahman & Rabiya Anjum

Notes Aeysha Hameed & Anam Tariq

Write Up Anam Tariq & Rabiya Anjum

Video Burning, Proof reading Amra Rahman

Questionnaire Design Aeysha Hameed, Amra Rahman, Anam Tariq, Rabiya

Data Collection Usman Ghani

Data Entry Amra Rahman & Aeysha Hameed

Executive Summary, Amra Rahman, Anam Tariq & Rabiya Anjum

Individual Question Analysis

According to our secondary research, pester power plays an important role in

Based on our findings from questionnaire response analysis and hypothesis

Overview of the Company..........................................................................................9

PURPOSE OF THE RESEARCH PROJECT.....................................................................10

APPROACH TO THE PROBLEM...................................................................................11

Definition of target population and sample size.................................................13

Data analysis methodology................................................................................14

SECONDARY RESEARCH SUMMARY...........................................................................16

TRANSCRIBED FOCUS GROUP...................................................................................21

INDIVIDUAL QUESTION ANALYSIS.............................................................................26

We would like to thank Mr Waheed Zafar,Director Sales and Marketing,

Naurus (Pvt.) Ltd. (NPL) was established and incorporated as a company in

Naurus’ unique selling proposition is the use of natural herbs in its

APPROACH TO THE PROBLEM

The study can also be termed descriptive as we also analyzed if children

• More than 70% of the mothers’ purchase decision is affected by

• 60% of the children like ketchup flavoured chips

Sample questions are:

• Do you give your kids lunch money or lunch?

Definition of target population and sample size

Data analysis methodology

Problem identification February 21, 2010

Research proposal March 25, 2010

Literature review and synopsis March 25, 2010

Focus group conduction March 30, 2010

Focus group transcription, preparation of summary April 1, 2010

Survey May 15, 2010

Data entry May 18, 2010

Analysis by software May 25, 2010

Conclusion and recommendations May 27, 2010

Compilation of final report May 29, 2010

Critical issues facing this industry include: increased levels of regulation in

Despite Pakistan’s confectionery and chocolate industry has enjoyed an

Political instability may affect: the ability to acquire of form a strategic

• Waste Production should be kept at minimum and production process

We conducted two focus groups in Ayesha Siddiqa school in Liaqatabad, and

1st Focus Group

1. When they see other children having something, and

*See Table 1 in Appendix B