1) Anjali Yadu : 1201008 2) Prajakta Kanade :1201036 3) Subhajit Das : 1201045 4) Surya Teja Nagula : 1201047 5) Surya Teja

Pingali : 1201048

Theory
Majority of consumers typically buy a single brand of beer, cola, or margarine even though relative prices vary significantly over time, and consumers often cannot distinguish their preferred brand in blind taste tests (Thumin 1962; Allison and Uhl 1964).

Coding
Happydent wave mint - a1, b2 Centrefruit watermelon - a2 b3 Centrefresh mint Centrefruit fruit flavor a3 b4 a4 b5

Research Framework

Data Collection from Primary sources

Survey Method Electronic Interviewing

Internet

Sampling Techniques

Questionaire
Were you able to identify the brand of the gum ? * Yes No Which Brand is it ? * Happy Dent Happy Dent White Happy Dent Wave Happy Dent Mint Center Fresh Center Fruit Wrigley's Boomer Center Shock Center Fresh Green Apple Center Fresh Mint Center Fruit Watermelon Center Fresh Watermellon Center Fruit "Fruit Flavour" Center Fresh fruit Flavour

Favourite Brand
Which is your favorite brand of chewing gum ? *The brand which you prefer to buy . Happy Dent Happy Dent White Happy Dent Wave Happy Dent Mint Center Fresh Center Fruit Wrigley's Boomer Center Shock Center Fresh Green Apple Center Fresh Mint Center Fruit Watermelon Center Fresh Watermellon Center Fruit "Fruit Flavour" Center Fresh fruit Flavour

Results
Incor rect, 1
Incorrec t, 6 Correct, 6

Corre ct, 13
Centrefresh Centrefruit fruit flavor
Incorrect, 4 Incorrect ,8 Correct, 11 Correct, 10

Centrefruit watermelon

Happydent Wave mint

When do you usually take chewing gums? * After Meals Watching TV /Movies In Class Travelling After smoking In stress Other: How often do you like to have chewing gum ? More than 3 times a day Weekly Very Rarely Once in a day or two . Other: Package attractiveness affects my purchase decision towards chewing gum brands. * Yes No If yes ,Which packaging do you prefer ? Long strips Plastic wrapper . Paper wrapper . Tic - Tac

Frequency of Use

7% 18% 39% Once in a Day Very Rarely Weekly Others 36%

Where do you usually buy chewing gums? * Groceries Dispensaries News Stand /Pan wala. In return for change . Do you Smoke ? *This survey is anonymous , we are not considering your identity . Yes No Do not want to reveal . Do you think Chewing a gum is good for health ? * Yes No Don't know Do you check for expiry date before buying the gum ? * Yes No Don't care .

Once a Day

Very Rarely

After Meals After Smoking Anytime In Class Others After Meals

Anytime
Travelling

Weekly

After Meals Anytime Watching TV In Stress

What is your preference regarding nutrients ? * Nutritionally-enhanced chewing gum Sugar Free Prefer the flavor above everything else . Oral Hygiene Do not care What would encourage you to have a new chewing gum ? * New flavor Attractive Pacakaging Functional benefits Suggested by peers . Other:

Preferred Brand

Male

Female

5 4 7 0 0 3 2 2 2 3

Boomer

Center Fresh

Center Fresh Mint

Wrigleys

HappyDent

CenterShock

Effect of attractive packaging

Weekly

Yes Very Rarely No

Once in a Day

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Test for location versus Frequency dependency

Chi Square Test 1. Whether location/ store of purchase depends on the frequency of consumption Null Hypothesis: Location of purchase is independent of the frequency of consumption. Alternate Hypothesis: Location of purchase is dependent on the frequency of consumption

Observed chi square statistic = 8.86292208 Degrees of freedom = 9 Critical value = 16.9189776 (for 5% level of significance) Result: The null hypothesis was accepted with a 5% level of significance. Conclusion: Location of purchase is independent of the frequency of consumption.

Location affects preference on the favorite brand

Chi Square Test Whether location/store of purchase depends on the favourite brand Null Hypothesis: Location of purchase is independent of favourite brand Alternate Hypothesis: Location of purchase is dependent of favourite brand

Observed chi square statistic = 37.5217308 Degrees of freedom = 33 Critical value = 47.3998838 (for 5% level of significance) Result: The null hypothesis was accepted with a 5% level of significance. Conclusion: Location of purchase is independent of favourite brand

Conclusion
Only 7 out of 40 respondents were able to identify the brand and variant correctly. Only 27 out of 40 respondents could recognise the brand but not the variant correctly. Only 30 out of 40 respondents are satisfied with the brand they are given despite of knowing which brand it is Only 28 out of 40 respondents are satisfied with the brand of their choice, the rest are not . Approximately 25% of the respondents purchase chewing in exchange of change in the grocery shop irrespective of the brand. 40% of the sample population prefer to consume chewing gum for oral hygiene i.e. Happydent etc. Most preferred packaging was of Long Strips .

Recommendation