Group 9 Marketing Research Design Objectives: 1. 2. 3. 4.

. To study the effect of new entrants on Lays market share in the readymade snacks market. To understand the brand perception of Lays in comparison to its competitors. To study the trends in consumer buying pattern in the segment. To understand the reasons why some variants of Lays are not so popular.

Management Problem: Steps needed to be taken by the management in order to arrest the decline and improve the market share of Frito Lay.

Work at retail outlets: 1) To check the availability of products. 2) To check visibility of products. 3) SWOT analysis of products. 4) To check how old the product is. 5) To trace the complaints regarding the product. 6) Identifying what would the factor to increase sale. Data collection technique: 1. Interview with retailers and customers 2. Questionnaire 3. Observation 4. Secondary data from, newspaper, Internet and research papers Sampling Plan: Sampling Area: Dwarka, Subhash Nagar, Tilak Nagar, Amber Hai, Rajouri Garden, to name a few. Sampling Method: The samples would be based on convenience sampling, but outside the institute. Sample Size: 100 Respondents

Consumer Questionnaire 1. Gender a. Male b. Female 2. Age a. Less than 15 b. 16 to 20 c. 21 to 25 d. 26 to 30 e. 31 and above 3. Are you a regular consumer of packaged snacks of brands like Frito Lay, Haldiram, Pringles, Bingo, etc.? a. Yes b. No 4. Rank the following brands as per your preference: __ __ __ __ __ __ __ __ __ Lays Bingo Haldiram Cheetos Uncle Chips Kurkure Pringles Diamond Parle Wafers

5. When are you most likely to consume salted packaged snacks? a. Morning (Im not a fitness freak, I would rather have chips than cornflakes) b. Afternoon (The most handy and easy to carry snacks) c. Evening d. All through the day e. Chip are oily to fit in my diet regime 6. Consumption pattern: a. Daily b. Weekly c. On special occasions like outings or with guests/friends 7. Which medium is most likely to influence your decision in selecting a snack? a. Snazzy advertisements in print and electronic media b. Favourite movie star and cricket player endorsing the product c. Peer reviews and peer reference d. Visibility and availability in the market e. Others (please specify) 8. What is the one thing which differentiates Lays from the rest?

a. Brand appeal b. Taste c. Varieties in which it is available d. Pan India availability e. Quality, quantity and pricing f. Advertisements g. Any other factor (please specify) 9. What is your monthly expenditure on branded snacks? a. Less than Rs. 50 b. Rs. 51 to Rs. 100 c. Rs. 101 to Rs. 200 d. More than Rs. 200 10. Rate the following attributes from Least Important to Most Important: Least Important Brand Quality Value for Money Availability Taste/Flavour Price Health Quotient Variety/Variants Less Important Important Very Important Most Important

11. One change in the product that you would like to see? Any suggestions for the brand or the company (Lays, Frito Lay)? ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________

Retailer Questionnaire 1. 2. 3. 4. 5. Name of the outlet: Type of outlet: Owner Name: Location: How is the demand of Lays? a. Very good b. Good c. Average d. Bad Stock availability of various brands a. Lays b. Diamond c. Bingo d. Others (please specify) What criteria do you apply when you sell your product? a. Focus on Quality b. Focus on Price c. Focus on Size d. Focus on Margin How far do you think ITC Bingo has captured market over Lays? a. On a Small Scale b. On a Large Scale What problem do you face to while selling Lays? a. Price b. Size c. Brand Loyalty towards other Brand d. Lack of Awareness e. Any Other (please specify) Does your sale increase due to Lays promotional activities? a. Highly Increased b. Increased c. Somewhat Increases d. Does not increase at all Do you have to convince customer to purchase Lays? a. Yes b. No Rate the following brands as per their sales: Very Bad Lays Bingo Hippo Bad Average Good Very Good

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Parle Wafers Haldiram Others (specify)