A report on the popularity of Mojo soft drinks in the consumer goods market
A report submitted to the School of Business
Spring, 2009
Prepared For
Dr. abdngkrudnf, PhD
Course Instructor, Research & Methodology
Prepared & Submitted By
Group: ‘Marketeers’
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Submission Date
Table of Contents
Forwarding letter
Acknowledgement
Executive summary
Chapter One: Introduction
Page no
1.1: Introduction 05
1.2: background 06-07
1.3: Origin of the report 07-08
1.4: Justification 08
1.5: Assessment of Internal & External factors for Mojo 08-10
1.6: Objectives 10
1.6.1: General objectives 10
1.6.2: Specific objective 10
1.7: Hypothesis 10
Chapter Two: Literature Review
2.1: International Perspective and SEARO 11-14
2.2: National (Bangladesh
Chapter Three: Methods & Materials
3.1: Research variables 16
3.2: Study Design 17
3.3: Study Place
3.4: Study Period 17
3.5: Study Population 17-18
3.6: Study Sample 18
3.7: Eligibility criteria 19
3.7.1: Inclusion criteria 19
3.7.2: Exclusion criteria 19
3.8: Development of research instrument 19
3.9: Data allocation 19
3.10: Data analysis 20
3.11: Data presentation 20-25
3.12: Quality control 25
3.13: Study limitation 25
3.14: Ethical issues 26
Chapter Four: Results & Findings
4.1: Socio-Demographic Information 26-27
4.1.1: Age of the respondent 26-27
4.1.2: Sex of the respondent 26-27
4.1.3: Educational status 26-27
4.1.4: Family Income 26-27
4.1.5: Students by Department 26-27
4.2: Mojo soft drinks related information 28-45
4.3: Hypothesis Testing 46-48
Chapter Five: Conclusion
5.1: Discussion 48
5.2: Conclusion 48
5.3: Recommendation 48
Reference 49
Bibliography 50
Annexure 51
1.1: Introduction
The soft drink industry in Bangladesh
There may be several underlying issues behind this problem of Mojo. That’s why the topic of this research paper is “Mojo’s popularity in the market.” The main objective of this report is to find out “whether Mojo will be able to generate more sales if they emphasize on marketing.” All the requirements to conduct the research have followed carefully in performing the research analysis and writing the report. Mojo is a quite renowned beverage in the soft drink market of Bangladesh Dhaka city to find out their preference about Mojo. We basically conducted our survey only from three different university’s students which included AIUB, NSU, and South East University
1.2: Background
Akij Group
History of Akij Group stretches back to later part of the forties. In its infancy, the Group started in humble way with jute trading which was known as the golden fiber of the country, earning highest amount of foreign exchange.
Akij Group's ceaseless efforts with dynamic management and support from our numerous clients have led our Group in diversifying its business activities. In the second phase, the Group went into manufacturing handmade cigarettes popularly known as bidis. This sector gave a real boost to the revenue earning of the Group as well as making a substantial contribution to government exchequer. With the passage of time, the Group undertook new ventures and presently there are 15 units of industries under its umbrella like cigarettes, handmade cigarettes, printing & packaging, textiles, hand board, pharmaceutical, leather processing and real-estate business are in operation, catering jobs for more than 32,000 people in various categories.
The Group has plans for setting up more projects. The projects are already in pipeline. Foreign investors have shown keen interest in joining with us for joint ventures. The matter is under our active consideration and will hopefully soon mature. This will also help the nation's economy growth and will create job opportunities to various professionals.
Akij Group is also involved in socio-cultural activities. The Group has been operating a sizeable orphanage free of charge in district town. The Group has also acquired a modern mother & children hospital previously owned by Save the Children (UK). The hospital is being operated as a non-profitable concern by Ad-Din Welfare Trust.
Akij Food & Beverage Ltd.
Akij Food & Beverage Ltd. has been established at a beautiful site Krishnapura, Dhamrai of Dhaka. It has come with the best food & beverage in Bangladesh
There are various types of drink. Mojo is the brand name of cola, Lemu and Clemon are the brand name of Lemon drink and Speed is the brand name of energy drink. Immediately after the introduction of the brand it became very popular among its consumer because of the high quality and intensive distribution in every nook and corner of the country.
Checky Monkey is the brand name of banana chips produced from this factory. It also is becoming popular chips in Bangladesh
Most of our Raw materials come from various foreign countries. The quality is very strictly controlled. At every stage, non standard products are rejected.
Mojo
Mojo is currently a leading cola in the soft drink industry in Bangladesh
The color and taste of Mojo maintains quality standard and the bottle of Mojo is extremely well. There are images of Bangladeshi culture on the bottle and it attracts people most. The fizz of Mojo is also very good as Coke. The distribution channel of Mojo is very good. It is found everywhere in Bangladesh
1.3: Origin of the report
This report is prepared as a requirement for Research & Methodology research course for B. B. A. program at AIUB.
The report is being submitted to Dr. Nazrul Islam, PhD, Faculty of Arts & social science, American International University-Bangladesh. This project is based on a real life scenario where we had the prospect to apply our academic knowledge and do an intense research on the internal and external analysis and based on it make strategies to counter the weaknesses or threats that the company is currently facing with. This project helped us to work in a real life incident to job and managerial conditions.
1.4: Justification
Mojo is a quite renowned beverage in the soft drink market of Bangladesh Bangladesh
1.5: Assessment of Internal & External factors for Mojo
Internal Factors
The internal resources, capabilities and distinctive competencies, which create a competitive advantage, are very important for a company. The strengths and weaknesses of a company determine the efficiency, innovative capability, product quality and customer responsiveness with which it can operate. The internal analysis recognizes the sources of competitive advantage as well as core competencies. It is also examined how these factors can be improved further to sustain the competitive advantage in the long run. It is also important to note that the building of competitive advantage is a result of the roles played by the different functions of a company in the value creation process. The various functions of etc Bangladesh Pvt. Ltd. are discussed next to identify their strength, weaknesses and how these are utilized to create and add value in their products category.
Strengths
v Quality Product
v Extensive Financial Support
v Out of the line marketing strategies
v Advanced Machineries
v Innovativeness
Weaknesses
v Insufficient Advertising
v Less popularity
v Less promotional activities
v Less acceptance among consumers
v Low market share
External Factors
An external analysis involves investigating and evaluating various sectors outside the organization to identify positive and negative trends that may affect its performance. Market analysis is also carried out to find out new product opportunities and branding strategy and the positioning of the existing product or brand. The positive trends are opportunities that may improve performance, while the negative trends are threats that may hinder the organization's performance. First the industry environment is examined and then comes the overall environmental factors. The organization is itself a system that interacts with and responds to its external environment. They have their industry environment and by factors over which it has little control in the general environment.
Opportunities
v Huge Market
v Growing acceptance for CAN drinks in the market
v Good relationship with the distributor/retailer
Threats
v High inflation rate
v Other established and popular brands
v Political Instability
v Uprising Potential competitors
v Professional & Expert counter actions
v Diversified business
v Increasing health consciousness
1.6: Objectives
General objectives
1. To know the satisfaction level of consumers on various issues of product offering.
2. To find out ``whether Mojo will be able to generate more sales if they emphasize on effective Advertising.
Specific objective
“To assess popularity of Mojo soft drinks in the consumer goods market as a convert basis”
1.7: Hypothesis
Mojo will gain more popularity in the market if they emphasize more on advertising.
2.1: International perspective and SEARS
In a meta-analysis of 88 studies, we examined the association between soft drink consumption and nutrition and health outcomes. We found clear associations of soft drink intake with increased energy intake and body weight. Soft drink intake also was associated with lower intakes of milk, calcium, and other nutrients and with an increased risk of several medical problems.1
Study design significantly influenced results: larger effect sizes were observed in studies with stronger methods (longitudinal and experimental vs cross-sectional studies). Several other factors also moderated effect sizes (e.g., gender, age, beverage type). Finally, studies funded by the food industry reported significantly smaller effects than did non–industry-funded studies. Recommendations to reduce population soft drink consumption are strongly supported by the available science.2
The findings, released by Market analyst Zenith International, suggest that segment demand rose by nine percent, with the momentum expected to remain stable. Despite concerns consumers may be look to spend down on certain luxurious goods the nutraceutical soft drinks segment is expected to maintain growth through the economic downturn, with sales expected to rise at high single digit rate until 2013 due to a growing international focus by multinationals. Consumption of nutraceutical beverages is expected to reach 5,600 million liters by 2013 from 3,700 million liters in 2008, the findings predicted.3
Future growth is expected across all global regions, though the Middle East and Latin America were selected as markets showing early potential from a small growth base. Key to pushing this demand were the US and Japanese markets, which dominated global sales of nutraceutical drinks, accounting for 47 per cent and 37 per cent market shares respectively during the previous year. By comparison, other Asian markets were found to amount to nine per cent of demand for the products, while Western Europe represented six per cent of global sales. Gary Roethenbaugh, market intelligence director for Zenith said that ongoing growth within the nutraceutical drink segment was linked to a shift in the market from the once dominant independent businesses that provided more targeted niche brands to consumers.4
“Growing competition from mainstream beverage players has encouraged innovation and helped establish greater credibility in the eyes of consumers,” he stated. "Still a small sector in relative terms, nutraceuticals offer premium value and continued growth prospects."5
Major suppliers such as Nestle, Coca-Cola, Danone and Pepsi-Co, were all singled out by the analyst as actively pursuing opportunities for the products on the current European market. Legislation on the types of health claims attributable to food and drink products had reassured many consumers over the efficacy of nutraceutical drinks. As a result of this reported consumer confidence, a number of health functions were found to be particularly popular amongst consumers such as beauty, weight management, heart health, stress relief and cognitive function, the report stated.6
As PepsiCo, we're committed to achieving business and financial success while leaving a positive imprint on society – delivering what we call Performance with Purpose to superior financial performance is straight forward – drive shareholder value. By integrating a commitment to social and environmental performance into all of our businesses, we're able to manufacture our products more efficiently and economically, attract even more of the world's best talent, and sharpen our competitive edge in markets all over the world.7
Nourish consumers with a broad range of convenient, great-tasting foods and drinks – from treats and simple refreshments to positive nutrition; make the healthy choice an easier choice to make. Conserve our natural resources; operate in a way that minimizes our environmental footprint with the goal of reaching a net-neutral impact.8
Developing our employees by creating a diverse and inclusive culture and making certain our company is an attractive destination for the world’s best people. The people behind PepsiCo's brands are working hard to address these sustainability challenges, while partnering with key stakeholders to effect real change. While we have taken significant strides on this journey, there is still more to learn and do. It is our intent to lead the way. 9
An engaging section at the end offers point-by-point contrasts between what "opponents" and "proponents" say about soft drink taxes. Here are some examples and my comments on them. They will disproportionately hurt the poor and minorities who spend a larger proportion of their income on food.10
The government is already deeply involved in what we eat, from farm subsidies to setting nutritional standards for school meals. Historically, major government interventions have been successful in improving and protecting the public’s health. Examples include smoking restrictions and tobacco taxes, mandated seat belt usage, fluoridated water, and vaccinations. It is true that government interventions can promote the public interest. However, on this question about personal food and beverage choices, I'd encourage the proponents to listen very carefully to the opponents' concern. The proponents should spend more ink calling for reforms to misdirected government policies (such as subsidies for inputs to corn sweeteners) than calling for taxes to change public behavior. Public policy to address obesity wins more public agreement when the public strongly senses a heartfelt deference to consumers' own preferences.11
Here is a rhetorical argument that proponents can pursue in states where sales taxes are lower for groceries than for other goods: "Soft drinks should be taxed fairly, just like all other consumer goods subject to sales tax. Soft drinks should not be taxed using the special lower tax rate for food necessities. This policy reform does not tell consumers what to do. It merely puts soft drinks in the appropriate category of goods subject to sales tax." In such states, proponents should never get caught in a sound bite that makes them seem more eager to direct consumer choices.12
Obesity also has negative externalities which affect us all. Among them are significant overall health care costs, including higher medical, disability, and insurance premium costs. For example, obesity-related medical expenditures were estimated in 2002 to be $92 billion, half of which were paid for with taxpayer dollars through Medicaid and Medicare. The proponents, here, have chosen an argument that may be too broad to win public agreement. By the same argument about shared insurance risk pools, one could justify fairly severe government interventions to influence personal choices that affect health. Contrast this argument with the much stronger public appeal of policies to protect children from soft drink sales and marketing in schools.13
The Coca-Cola Company may be the number one soft-drink maker, but its customer satisfaction has fizzled to a five-year low, according to the third quarter report of the American Customer Satisfaction Index (ACSI), released today. The ACSI, produced by the University of Michigan
Regarding the soft drink category, Coca-Cola tallied a score of 82 on the ACSI 100-point scale, a 2 percent decline from Q3 2005's score. Despite Coca-Cola's skid, 82 is still a solid score, but not enough to maintain the top sector slot. PepsiCo (up from Q3 2005's 82 to Q3 2006's 86) and Cadbury Schweppes (up from Q3 2005's 83 to Q3 2006's 86) trumped the beverage maker to tie for the highest soft drink satisfaction score. The ACSI gap between Coca-Cola and Pepsi has never been greater, according to Claes Fornell, a professor and head of ACSI at the University of Michigan
Find the information you need on the Soft Drink Industry. Our collection of market research reports provides insights into product and market trends, analyses, opportunities.16
2.2: National (Bangladesh
Domestic soft drinks market shows a sign of recovery as manufacturers said they posted higher sales in the first half of 2008 due mainly to a hot summer and late arrival of monsoon rain. Industry people also attributed the recovery to relatively stable price level of soft drinks restoration of confidence among distribution channels as many retailers and distributors got panicked during the government’s drive against illegal roadside outlets. “We have had excellent sales. The market is recovering due to rise in demand,” said Arif Hossain, market development manager of leading Transcom Beverage, the franchisee of Pepsico International.
The official of Transcom, whose 7up brand controls clear drink segment of the market, said the company recorded about 20 percent growth in the January-June period of 2008. Overall sales of the company increased by about 15 percent during the 2007-08 fiscal year, he said. The country’s soft drinks market, according to insiders, started to pick up since 2003 and hit a record high of over Tk 1000 crore in 2005-06 fiscal years.
But the market dropped the following year partly because of political uncertainty, slow down in investment and crackdown on illegal roadside outlets. The soft drinks supply chain is now recovering, said an official of Abdul Monem Ltd, one of the two bottlers of Coca-Cola, the leading brand among cola category drinks. The soft drinks market, comprising categories such as cola, clear, cloudy lemon and orange, reached about Tk 900 crore in the fiscal year 2007-08 from Tk 800 crore a year ago, said an official of Akij Food and Beverage Ltd (AFBL). AFBL’s flagship brand Mojo secured a major portion of the cola drink segment after it launched the brand in April 2006, the official said, adding that his company’s soft drink sales recorded about 22 percent growth in 2007-08 fiscal years. “Stable price and late arrival of monsoon has helped the market recover,” said the official of AFBL. The official said the rising price of the raw materials such as petrochemical affects the overall business.
The market has not recovered much, said Md Akhtaruzzaman, marketing manager of RC brand marketer Partex Beverage, whose RC lemon leads the market in cloudy lemon segment. He claimed that his company secured about 15 percent growth in sales in January-June period of 2008.
3.2: Study Design
This research is mainly based on ‘Exploratory research’ and it involves collection of primary & secondary data. This collection is done mainly through surveys with questionnaires. For the purpose of this research, we have done both quantitative and qualitative research design. Survey questions were sought to gather both qualitative and quantitative data about the sample population. The nature of the questionnaire was mainly close-ended multiple choice questions with some open-ended question. Besides, we will also conduct pilot study and focus group study to get an insight about the advertisement effectiveness and perception of customers about the popularity of Mojo. We used non-probability sampling method, where convenience sampling has been used to determine the sample size.
In research design, we have precise what data to gather, from whom, how and when to collect the data, and how to investigate the data obtained.
3.3: Study place
Due to the fact of times constrain, we didn`t go to the market place. We go to several university campuses including our university with our questionnaire. We choose some respondents of various department of different university like AIUB, North South University (NSU), South East and Prime Asia which are situated at Banani in Dhaka city.
3.4: Study period
Because of time constrain limitations, we didn`t conduct this research for our needed time. We have started our Research & Methodology course from 17 January. We have gained lot of experience from this course; we tried our level best to conduct a quality research work. We choose a topic, and based on this topic we went to collect data ,through questioner to different respondents .we went data collection over the last 14 days in a work our research work we are conducted throughout the whole semester .
3.5: Study population
Identifying survey population is one of the critical parts of the research. If population is not defined properly then we may not get actual result from the research. Population is quite different for different research problems. The people who share common characteristics are called population. In this research, we can define our population very easily. Our research topic is based on Mojo so in this case our population will be the people who consume beverages and soft drinks.
3.6: Study sample
In our research we will focus mainly on the young and middle aged soft drink buyers market in the Dhaka city although Mojo is available in the whole Dhaka city and it has a huge amount of target customers. So our survey will be conducted with only on the young people of the city and due to shortage of time, we conducted our survey only based on different university’s students . Convenience sampling has been used for the purpose of this research. Surveyors randomly approached people present at different locations for cooperation. This method was used due to time and resource constrains. Although this method may not represent the actual insight of the population, it can be rapidly done for acceptable outcomes. Respondents have been selected randomly from different places of the university.
Using statistical tools to determine sample size would have demanded the need for calculations on various other factors, but for the convenience sampling none of that was required. Our honorable faculty member has set our sample size. The total sample size is 125.
Primary data
Our group members would collect the data personally. This will be part of our primary data.
Secondary data
For the company background we planned to use the secondary sources like the Internet.
• Our textbook
• Web browsing
3.7: Eligibility criteria:
Inclusion criteria
We have chosen some people from home to collect data that is related to our research project. Mainly we focus university’s students who were eligible to response as a respondent for conducting our research work. Mainly we are conducting research to measure the popularity of Mojo soft drinks. Our target consumers were students. Because they are educated and smart enough and specially they are the target consumers of the soft drinks company. So we mainly give importance to collect data from the students of different universities at Banani area. We have chosen those who wanted to response according to our research demand. We include them in our research work and activities from different departments of different universities.
Exclusion criteria
We have excluded those people who really didn’t want to response according to our research activities. We have excluded those students who were unwilling to response due to the fact of having exam, not interested about this topic, not having the taste of Mojo and not enough educated about the research activities. We have excluded other consumers like business person, doctor, and engineer just due to time shortage of our project activities. We have also excluded uneducated people who actually don’t know about Mojo and can’t answer our questionnaire.
3.8: Development of research instrument
For conducting the research work we have used questionnaire, pen, pencil, eraser, folder &bags .for focus group discussion we have used mobile phone for recording and paper for some work.
3.9: Data allocation
After getting all the questionnaires filled up, each of the questions was coded along with the variables with SPSS. Here, all of the options in each of the questions are entered to make a database. This SPSS database then becomes the source of future analysis. With the help of the data sheets then become the source of future analysis. With the help of the data sheets then it was analyzed future by using various methods like frequency, cross tabulation, regression analysis, Pie chart, mean etc.
3.10: Data analysis
In this part of the report, we will analyze our collected data of questionnaire survey.
Editing: Editing is the process of checking the data for necessary corrections. We found different types of errors in responses-some of the questions were not filled up properly, some of them were left incomplete. We wanted to avoid missing values as much as possible. We also corrected some of our mistakes in the end which we made while running SPSS.
Coding: Each question was being coded to a computer readable form for using in the SPSS. Then the data were entered from the questionnaires. This was time consuming and needed much skill.
Data entry: After entering all the responses from each question, the data entering part was done. Then we proceeded forward for the final job, which was analysis.
Data Analysis: By using SPSS, we put the formula, and then the software automatically gave us the result. We could get a number of tables, charts by this process. Then we proceeded for the data conversion and interpretation part.
Data conversion: All the SPSS result sheets had to be converted into managerially understandable form. We converted them to word documents, made tables, graphs and wrote the analysis with word.
3.11: Data presentation
1. Which cola do you prefer to drink?
Justification: This question is asked to know whether or not our target respondents drink Cola in general. It is a very basic type of question that familiarizes the respondent with the questionnaire. By examining the responses of this question, we can identify the percentage of people who actually drink cola, and which cola they usually prefer.
Coding: 1= Coke 2=RC 3=Pepsi 4=Mojo 5=Virgin
6=Euro 7=Frutica 8=Sprite 9=others (Please specify………………..)
2. How often do you choose Mojo over other cola drinks?
Justification: By this question, we want to know that how frequently our target respondents choose Mojo over other Cola brands. By analyzing the responses, we can get the percentage of customer who has chosen Mojo frequently. It will tell about the brand image of the Mojo which is relevant for our purpose.
Coding: -2= Never, -1= Rarely, 0= Sometimes, 1= Often, 2= Very often
3. How do you rate the ‘Taste’ of Mojo?
Justification: This question will get the rating of the Taste of Mojo by the respondents. By analyzing the responses, we will be able to get the percentage value in terms of peoples thought about the product in terms of taste. The result of this question will let us know about how many of the respondents’ rate Mojo’s taste as good or bad. Then we can identify the impact of taste in sales increase.
Coding: -2= Very Bad, -1= Bad, 0= Natural, 1= Good, 2= Very Good.
4. How do you rate the ‘Color’ of Mojo?
Justification: By this question, we want to know the color rating of Mojo among the target respondents. By analyzing the responses, we will be able to get the peoples’ thought about the product in terms of Color preference. This will help us identify the impact of color in sales increase.
Coding: -2= Very Bad, -1= Bad, 0= Natural, 1= Good, 2= Very Good.
5. What do you think about the Advertisements of Mojo?
Justification: Advertisement is a very important factor for any kind of product. By this question, we want to know the target respondents’ feelings about the quality of the advertisement of Mojo. The analyzing of the responses will tell us whether people like the advertisement of Mojo or not. It means whether it will affect the people to buy the product. This is very important to know for our purpose.
Coding: -2= Very Bad, -1= Bad, 0= Natural, 1= Good, 2= Very Good.
6. Do you think that the price of Mojo is appropriate?
Justification: Price is another very important variable for purchase decision. By this question, we want to know that how the customer perceives Mojo’s pricing. The analyzing of the responses will tell us whether people like the current pricing of Mojo or not and whether the customers think the product is appropriately priced or not.
Coding: 1=Yes, 2=No, 0= don’t know.
7. How do you rate the ‘Fizz’ of Mojo?
Justification: Fizz is a very important taste feature of Cola soft drink. By this question, we want to know the customers’ attitude about the Fizz of Mojo. By analyzing the responses, we will be able to get the peoples thought about the product in terms of Fizz. Then we can identify the impact of Fizz in sales increase.
Coding: -2= Very Bad, -1= Bad, 0= Natural, 1= Good, 2= Very Good.
8. Rate the availability of Mojo in stores.
Justification: This question is asked to know whether or not our target respondents think that Mojo Cola is widely available in the market in general. It is a very basic type of question that will help us to know the consumer perception about the market availability of the product. By examining the responses of this question, we can identify the current scenario of the market distribution.
Coding: -2= Not Found, -1= Rarely Found, 0= Natural, 1= Found in Most Stores, 2= Found Everywhere
9. Do you like the “Mojo haate dhora porley gift” promotion?
Justification: Promotional offer is a very important factor a product like beverage. It is very much essential to know whether people like it or not. By this question, we want to know the target customers feeling about the particular promotional offer of Mojo. The analyzing of the responses will tell us whether people like the promotional offer of Mojo or not. Also, the analysis will give us the percentage value regarding how many people like Mojo’s promotional offer and how many do not.
Coding: 1=Yes, 2= No, 0= Don’t know.
10. Are you happy with the bottle sizes of Mojo?
[Justification: By this question, we want to know the consumer attitude about the Bottle sizes of Mojo. By analyzing the responses, we will be able to get the peoples thought about the product in terms of packaging. Bottle size is important for the different buyers of different quantity. Then we can identify the impact of packaging (bottling) on the preference of Mojo.
Coding: -2= Very Bad, -1= Bad, 0= Natural, 1= Good, 2= Very Good
11. How much do you like the cans of Mojo?
Justification: By this question, we want to know the consumer attitude about the CAN shapes and sizes of Mojo. By analyzing the responses, we will be able to get the peoples thought about the CANs of the product whether customers like it or not. This is very important to know for our purpose.
Coding: -2= Very Bad, -1= Bad, 0= Natural, 1= Good, 2= Very Good
12. When purchasing a beverage, which of the following factors you consider the most?
Justification: By this question we will be able to know which variables peoples prefer most in buying decision in which order. Here the number will explain the most preference. By analyzing the responses, we will be able to get the peoples thought about these variables in purchasing the soft drinks.
Coding: 1=Price, 2=Taste, 3=Fizz, 4=Availability, 5=Color
13. Do you recall the Ads of the Cola while purchasing it?
Justification: Advertisement is a very important factor for any kind of product. By this question, we want to know the target customers buying habit whether they think about the advertisement and things like promotional offer while buying the soft drink or not. The percentage values from the analysis will provide us the idea about the influence of ads on consumer purchasing decision. The analyzing of the responses will tell us whether advertisement has any impact in purchasing of Mojo or not.
Coding: 1=Yes, 2=No, 0= don’t know.
14. Would you buy more of Mojo if there is price discount on bulk purchase?
Justification: By this question, we want to know the target customers attitude about whether they think about promotional offer like repetitive purchase on price discount and whether it has any impact on particular product sales increase. The analyzing of the responses will tell us promotional offer like this has any impact in purchasing of Mojo or not. The percentage values from the analysis will provide us the idea about the influence of promotional offer like consumer purchasing decision.
Coding: 1= Yes, 0= No
15. What kind of advertisements of Beverages do you like?
Justification: Advertisement is a very important factor for any kind of product. By this question, we want to know the target customers preference about the advertisement that what kind of advertisement they want for a product like beverage. The analyzing of the responses will tell us what sort of advertisement will match with the product advertisement. This is very important to know for our purpose.
Coding: 1=Ads with jingles, 2=Ads with celebrities, 3=Animated ads
Demographic Information:
Sex: 0=Female 1=Male
Age: 1= 16-20 2= 21-25 3= 26-30 4= 30 and above
Income: 1= 0-20000 2= 21000-40000 3= 41000-60000 4= 61000 and above
3.12: Quality control
We gave printed questionnaire to our respondents and gave them adequate time to fill it up and then collect it ourselves. We were right beside the respondent to help them out if faced with any difficulties in understanding the questions and the choices. Thus, the quality of the data collected was be ensured.
3.13: Study Limitations
We have tried our best to make this research as perfect as possible; still there are some limitations of this research. The limitations of this research can be –
- The research is conducted only based on the three different university’s students in the
- The survey sample is less likely to represent the entire population as the research and survey is limited in a particular area.
- Lack of sufficient information regarding Mojo is a big limitation.
- Lack of time and expertise are big restraints for this research.
- Inadequate level of professionalism may be another restriction
- Inadequate supply of electricity.
3.14: Ethical issues
Ethical issue is a vital concern for any type of research and particularly when the research is a survey based one. We were very much conscious about what the respondents need to acquire when they are actually being surveyed. We told them that we will never disclose their personal information. To ensure the privacy we did not asked their name address. We did not use any method that helps us to identify individual responses to make them feel comfortable. We considered it as our duty to keep their responses and identity as confidential.
We did not use disguised approach for our research. We told everything about the purpose of the research. We believe that the respondents have a right to be informed of all the aspects of research. So, even though it takes longer time and sometimes tedious for us to clarify the same thing again and again, we notify our respondents about the intention of the study. And from their response after getting the purpose was mixed, some became more interested to do the survey and take that seriously and some did not bother to understand the purpose.
We tried to represent our research as acceptably as feasible for the best outcome. We tried to maintain high levels of standards to ensure that our data are accurate. And the effort we can safely claim that there is no intentional or deliberate misrepresentation of research methods or results. In addition, to make this claim valid we have attached adequate descriptions of the methods that we used with the report.
4.1: Socio-Demographic information
Age of the respondents:
We mainly collect data from those respondents whose age is in between 15 to 25.We basically choose undergraduate students from different departments of different university who falls in this range of the age.
Sex of the respondent:
We have collected data from male and female respondents. About seventy percent respondent of our study was male and remaining thirty percent respondent was female. They were very much co-operative.
Educational status:
In our study we have collected data mainly from the undergraduate students of different university in Banani area. We focus only in Banani area because of time limitation.
Family Income:
Our target population is the university students of whose monthly family income is in between tk.20000 to tk.100000. Their average monthly income is about tk.45000.
Students by Department:
We have collected data from the students of BBA, EEE, CSE, BA department of different universities in Banani.
4.2: Mojo soft drinks related information
Preferred Cola
| | Frequency | Percent | Valid Percent | Cumulative Percent | |
| Valid | Coke | 76 | 0.608 | 60.8 | 60.7 |
| RC | 9 | 0.072 | 7.2 | 67.9 | |
| Pepsi | 30 | 0.24 | 24 | 91.9 | |
| Mojo | 4 | 0.032 | 3.2 | 95.1 | |
| Virgin | 2 | 0.016 | 1.6 | 96.7 | |
| Euro | 1 | 0.008 | 0.8 | 97.5 | |
| Pran | 3 | 0.024 | 2.4 | 99.9 | |
| Total | 125 | 1 | 100 | | |
The seventh question was “Which Cola do you prefer to drink?” As we can see 60.8% of the respondents said that they prefer Coca Cola. Rest 24%, 7.2%, 3.2%, 2.4%, 1.6%, and 0.8% respondents said that they drink Pepsi, RC, Mojo, Pran, Virgin, and Euro cola respectively.
Mojo has ranked number four, although it has very little percentage of preference.
Frequency of choosing Mojo
| | Frequency | Percent | Valid Percent | Cumulative Percent | |
| Valid | Never | 29 | 0.232 | 23.2 | 23.2 |
| Rarely | 49 | 0.392 | 39.2 | 62.4 | |
| Sometimes | 36 | 0.288 | 28.8 | 91.2 | |
| Often | 7 | 0.056 | 5.6 | 96.8 | |
| Very Often | 4 | 0.032 | 3.2 | 100 | |
| Total | 125 | 1 | 100 | | |
The ninth question was “How often do you choose Mojo over other beverages?” as we can see that 23.2% of the respondents said that they never choose Mojo, 39.2% said rarely, 28.8% said sometimes, 5.6% said often and 3.2% said they choose Mojo very often. So majority of the people does not choose Mojo very frequently, in fact most of them choose it rarely.
Taste
| | | Frequency | Percent | Valid Percent | Cumulative Percent |
| Valid | Very Bad | 15 | 0.12 | 12 | 12 |
| | Bad | 27 | 0.216 | 21.6 | 33.6 |
| | Neutral | 44 | 0.352 | 35.2 | 68.8 |
| | Good | 29 | 0.232 | 23.2 | 92 |
| | Very Good | 10 | 0.08 | 8 | 100 |
| | Total | 125 | 1 | 100 | |
The tenth question in the survey questionnaire was “How do you rate the ‘Taste’ of Mojo?” 12% of the respondents said it’s very bad, 21.6% said it bad, 35.2% remained neutral, 23.2% said it is good and the rest 8% said it very good. Therefore, majority of the respondents think that the taste is neither good nor bad.
Color preference
| | Frequency | Percent | Valid Percent | Cumulative Percent | |
| Valid | Very Bad | 9 | 0.072 | 7.2 | 7.2 |
| Bad | 13 | 0.104 | 10.4 | 17.6 | |
| Neutral | 54 | 0.432 | 43.2 | 60.8 | |
| Good | 39 | 0.312 | 31.2 | 92 | |
| Very Good | 10 | 0.08 | 8 | 100 | |
| Total | 125 | 1 | 100 | | |
The eleventh question in the survey questionnaire was “How do you rate the ‘Color’ of Mojo?” In response, 7.2% of the respondents said that it is Very bad, 10.4% said it is bad, 43.2 % remained neutral, 31.2% think it is good and the rest 8% believe it is very good. Therefore, majority of the respondents think positively about the color of Mojo.
Perception of Mojo Ads:
| | Frequency | Percent | Valid Percent | Cumulative Percent | |
| Valid | Not Attractive | 16 | 0.128 | 12.8 | 12.8 |
| Less Attractive | 18 | 0.144 | 14.4 | 27.2 | |
| Neutral | 26 | 0.208 | 20.8 | 48 | |
| Attractive | 44 | 0.352 | 35.2 | 83.2 | |
| Very Attractive | 21 | 0.168 | 16.8 | 100 | |
| Total | 125 | 1 | 100 | | |
The twelfth question in the survey questionnaire was “What do you think about the Advertisements of Mojo?” In response, 12.8% of the respondents said that it is Very bad, 14.4% said it is bad, 20.8% remained neutral, 35.2% think it is good and the rest 16.8% believe it is very good. . Therefore, majority of the respondents think the Advertisements of Virgin Cola are attractive.
Appropriateness of Price
| | Frequency | Percent | Valid Percent | Cumulative Percent | |
| Valid | Don't Know | 35 | 0.28 | 28 | 28 |
| Yes | 71 | 0.568 | 56.8 | 84.8 | |
| No | 19 | 0.152 | 15.2 | 100 | |
| Total | 125 | 1 | 100 | | |
The thirteen question in the survey questionnaire was “Do you think that the price of Mojo is appropriate?” In response to this question 56.8% of the respondents think that the price of Virgin Cola is appropriate, 15.2% respondent said no about this question and 28% said that they do not know about this issue. As a result, most of people believe that pricing of Virgin Cola is somewhat appropriate.
Like Mojo's Fizz?
| | Frequency | Percent | Valid Percent | Cumulative Percent | |
| Valid | Very Bad | 9 | 0.072 | 7.2 | 7.2 |
| Bad | 20 | 0.16 | 16 | 23.2 | |
| Neutral | 58 | 0.464 | 46.4 | 69.6 | |
| Good | 30 | 0.24 | 24 | 93.6 | |
| Very Good | 8 | 0.064 | 6.4 | 100 | |
| Total | 125 | 1 | 100 | | |
The fourteenth question in the survey questionnaire was “How do you rate the ‘Fizz’ of Mojo?” In response, 7.2% of the respondents said that it is Very bad, 16% said it is bad, 46.4% remained neutral, 24% think it is good and the rest 6.4% believe it is very good. Therefore, majority of the respondents think neither good nor bad about the Fizz of Mojo.
Availability
| | Frequency | Percent | Valid Percent | Cumulative Percent | |
| Valid | Rarely Found | 16 | 0.128 | 12.8 | 12.8 |
| Neutral | 17 | 0.136 | 13.6 | 26.4 | |
| Found in Most Stores | 59 | 0.472 | 47.2 | 73.6 | |
| Found Everywhere | 33 | 0.264 | 26.4 | 100 | |
| Total | 125 | 1 | 100 | | |
The fifteenth question in the survey was “Rate the availability of Mojo” In response to this question 47.2% of the respondents said that yes it is available at most stores and 26.4% said it is found everywhere. The rest 12.8% said it is rarely found and 13.6% remained neutral. Here majority of the respondents said that it is highly available in the market.
Mojo haate dhora porley gift:
| | Frequency | Percent | Valid Percent | Cumulative Percent | |
| Valid | Don't Know | 61 | 0.488 | 48.8 | 48.8 |
| Yes | 31 | 0.248 | 24.8 | 73.6 | |
| No | 33 | 0.264 | 26.4 | 100 | |
| Total | 125 | 1 | 100 | | |
The sixteenth question was “Do you like the Mojo haate dhora porley gift promotion?” Among the respondents, 48.8% said they don’t know about it. 24.8% people liked the promotional activity and 26.4% people didn’t like it. Therefore it is obvious that most people aren’t even aware of this promotion.
Bottle Size:
| | Frequency | Percent | Valid Percent | Cumulative Percent | |
| Valid | Very Bad | 7 | 0.056 | 5.6 | 5.6 |
| Bad | 36 | 0.288 | 28.8 | 34.4 | |
| Neutral | 37 | 0.296 | 29.6 | 64 | |
| Good | 30 | 0.24 | 24 | 88 | |
| Very Good | 15 | 0.12 | 12 | 100 | |
| Total | 125 | 1 | 100 | | |
The seventeenth question in the survey questionnaire was “Are you happy with the bottle sizes of Mojo?” 5.6% of the respondents said it’s very bad, 28.8% said it bad, 29.6% remained neutral, 24% said it is Good and the rest 12% said it very Good. Therefore, majority of the respondents think that the bottle size is good.
Can preference:
| | Frequency | Percent | Valid Percent | Cumulative Percent | |
| Valid | Very Bad | 7 | 0.056 | 5.6 | 5.6 |
| Bad | 15 | 0.12 | 12 | 17.6 | |
| Neutral | 48 | 0.384 | 38.4 | 56 | |
| Good | 34 | 0.272 | 27.2 | 83.2 | |
| Very Good | 21 | 0.168 | 16.8 | 100 | |
| Total | 125 | 1 | 100 | | |
The eighteenth question in the survey questionnaire was “How much do you like the cans of Mojo? ”5 .6%of the respondents said it’s very bad, 12% said it bad, 38.4% remained neutral, 27.2% said it is good and the rest 16.8% said it very good. Therefore, majority of the respondents think that the can is good.
Factor influencing Purchase
| | Frequency | Percent | Valid Percent | Cumulative Percent | |
| Valid | Price | 11 | 0.088 | 8.8 | 8.8 |
| Taste | 88 | 0.704 | 70.4 | 79.2 | |
| Fizz | 12 | 0.096 | 9.6 | 88.8 | |
| Availability | 9 | 0.072 | 7.2 | 96 | |
| Color | 5 | 0.04 | 4 | 100 | |
| Total | 125 | 1 | 100 | | |
The nineteenth question was “While purchasing a beverage, which of the following factors you consider the most?” The 70.4% response in favor of Taste reveals that taste is the most influencing factor. Then 8.8% are influenced by Price, 9.6% by Fizz, 7.2% by Availability, and 4% by Color of Cola.
Recalling Ads:
| | Frequency | Percent | Valid Percent | Cumulative Percent | |
| Valid | I don't care | 51 | 0.408 | 40.8 | 40.8 |
| Yes | 32 | 0.256 | 25.6 | 66.4 | |
| No | 42 | 0.336 | 33.6 | 100 | |
| Total | 125 | 1 | 100 | | |
The twentieth question was “Do you recall the Ads of the Cola while purchasing it?” 40.8% said they don’t care, 33.6% said they don’t recall ads at all, and the rest 25.6% said they recall ads while purchasing a cola. So, most of the people either don’t care the ads or don’t recall at all while purchasing cola.
Like Discount on Bulk purchase?
| | Frequency | Percent | Valid Percent | Cumulative Percent | |
| Valid | No | 79 | 0.632 | 63.2 | 63.2 |
| Yes | 46 | 0.368 | 36.8 | 100 | |
| Total | 125 | 1 | 100 | | |
The question no. twenty one was “Would you buy more of Mojo if there is price discount on bulk purchase?” The funny response was in favor of No 63.2%. The rest 36.8% said yes.
Add preference:
| | Frequency | Percent | Valid Percent | Cumulative Percent | |
| Valid | Ads with Jingles | 51 | 0.408 | 40.8 | 40.8 |
| Ads with Celebrities | 43 | 0.344 | 34.4 | 75.2 | |
| Animated Ads | 31 | 0.248 | 24.8 | 100 | |
| Total | 125 | 1 | 100 | | |
The question no. twenty second was “What kind of advertisements of Beverages do you like?” 40.8% people said they like Ads with Jingles, 34.4% said they like Ads with Celebrities, and the rest 24.8% said that they like Animated Ads.
Is Mojo goes with color and taste?
| | Frequency | Percent | Valid Percent | Cumulative Percent | |
| Valid | I don't care | 45 | 0.36 | 36 | 36 |
| Yes | 34 | 0.272 | 27.2 | 63.2 | |
| No | 46 | 0.368 | 36.8 | 100 | |
| Total | 125 | 1 | 100 | | |
The question no. twenty three was “Do you think the name “Mojo” goes with its color and taste?” 27.20% people said yes “Mojo” goes with its color and taste, 36.80% said t no “Mojo” does not go with its color and taste, and the rest of the people which is 36% said that they do not have any idea about that.
Is flavor and taste worth with price?
| | Frequency | Percent | Valid Percent | Cumulative Percent | |
| Valid | no idea | 35 | 0.28 | 28 | 28 |
| Yes | 38 | 0.304 | 30.4 | 58.4 | |
| No | 52 | 0.416 | 41.6 | 100 | |
| Total | 125 | 1 | 100 | | |
The question no. twenty four was “Is Mojo taste and flavor is worth of its price?” 30.4% people said yes “Mojo” goes with its color and taste, 41.6% said t no “Mojo” does not go with its color and taste, and the rest of the people about 28% said that they do not have any idea about that.
Is Mojo customized brand?
| | Frequency | Percent | Valid Percent | Cumulative Percent | |
| Valid | no idea | 40 | 0.32 | 32 | 32 |
| Yes | 36 | 0.288 | 28.8 | 60.8 | |
| No | 49 | 0.392 | 39.2 | 100 | |
| Total | 125 | 1 | 100 | | |
The question no. twenty four was “is brand name Mojo customized to customers?” 29% people said yes “Mojo” goes with its color and taste, 39% said t no “Mojo” does not go with its color and taste, and the rest of the people about 32% said that they do not have any idea about that.
4.3: Hypothesis Testing:
Regression analysis
| Model | R | | Adjusted | Std. Error of the Estimate |
| 1 | .6715(a) | .451 | .303 | .5293 |
A) Predictors: (Constant), Repetitive Purchase on Price Discount, Influence of Ads on purchase, Availability rating of Mojo, Color rating of , Fizz rating of Mojo, Like Mojo’s Promotional offer?, Ad rating of Mojo, Price of Mojo-Appropriate?, Taste rating of Mojo.
B) Dependent variable: Preference of Mojo
Cross Tabulations:
Preference of Mojo * Taste rating of Mojo:
| Count | | | | | | | | ||
| | | Fizz rating of Mojo | | ||||||
| | | Very bad | Bad | Neutral | Good | Very Good | Total | ||
| preference of Mojo | Never | 3 | 7 | 8 | 2 | 0 | 20 | ||
| Rarely | 4 | 8 | 23 | 13 | 2 | 50 | |||
| Sometimes | 3 | 5 | 7 | 11 | 3 | 29 | |||
| | Often | 0 | 2 | 3 | 4 | 1 | 10 | ||
| Very often | 2 | 3 | 7 | 2 | 2 | 16 | |||
| Total | | 12 | 25 | 48 | 32 | 8 | 125 | ||
Preference of Mojo * Color rating of Mojo
| Count | | | | | | | |
| | | Fizz rating of Mojo | | ||||
| | | Very bad | Bad | Neutral | Good | Very Good | Total |
| preference of Mojo | Never | 2 | 9 | 6 | 4 | 0 | 21 |
| Rarely | 2 | 2 | 22 | 20 | 4 | 50 | |
| Sometimes | 2 | 4 | 8 | 11 | 3 | 28 | |
| | Often | 2 | 0 | 3 | 3 | 2 | 10 |
| Very often | 2 | 3 | 5 | 4 | 2 | 16 | |
| Total | | 10 | 18 | 44 | 42 | 11 | 125 |
Preference of Mojo * Ad rating of Mojo
| Count | | | | | | | |
| | | Fizz rating of Mojo | | ||||
| | | Very bad | Bad | Neutral | Good | Very Good | Total |
| preference of Mojo | Never | 3 | 6 | 6 | 4 | 0 | 19 |
| Rarely | 1 | 3 | 21 | 19 | 3 | 47 | |
| Sometimes | 2 | 2 | 8 | 13 | 3 | 28 | |
| | Often | 1 | 1 | 4 | 3 | 2 | 11 |
| Very often | 4 | 3 | 5 | 5 | 3 | 20 | |
| Total | | 11 | 15 | 44 | 44 | 11 | 125 |
Preference of Mojo * Price of Mojo-Appropriate?
| Count | | | | | |
| | | Fizz rating of Mojo | |||
| | | Yes | No | I don't know | Total |
| preference of Mojo | Never | 4 | 7 | 7 | 18 |
| Rarely | 27 | 9 | 13 | 49 | |
| Sometimes | 11 | 11 | 8 | 30 | |
| | Often | 4 | 5 | 3 | 12 |
| Very often | 7 | 5 | 4 | 16 | |
| Total | | 53 | 37 | 35 | 125 |
Preference of Mojo * Availability rating of Mojo
| Count | | | | |
| | | Availability rating of Mojo | | |
| | | Yes | No | Total |
| preference of Mojo | Never | 13 | 7 | 20 |
| Rarely | 23 | 26 | 49 | |
| Sometimes | 13 | 16 | 29 | |
| | Often | 6 | 6 | 12 |
| Very often | 11 | 4 | 15 | |
| Total | | 66 | 59 | 125 |
5.1: Discussion:
• Value of R2 not high enough
• F test is insignificant
Therefore, our hypothesis “Mojo will gain more popularity in the market if they emphasize more on advertising” can not be accepted and hence rejected.
5.2: Conclusion:
After all the data collection analysis we found that the hypothesis that we have already stated at the beginning of our survey is wrong or not accepted. So after four month’s data collection we already generated new ideas about the product from the customer’s point of view. These ideas can help the company to change their product offering according to the customer satisfaction so that customers keep coming and buying their product.
5.3: Recommendation
- Mojo should allocate more budget and effort on market research which they have not done in Bangladeshi market
- A Rigorous and intense research must be done
- Influential factors in consumer purchase decisions must be correctly identified
Annexure
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