Fruitzone India Limited: Data Collection and Analysis (C)

Abstract

FIL is contemplating the launch of a new sugarcane juice and has entrusted IMI with the market research study. Exploratory research by IMI has shown positive results; IMI had finished the preparation and pretesting of the conclusive research questionnaire. They were ready to start the data collection process and were employing part time survey collectors for the purpose.

Preeti, the marketing manager, had selected the Ahmedabad urban market as the location for the test marketing based on FIL’s past experience and also the high consumption of sugarcane juice in the city. Naturally, IMI’s initial data collection was limited to Ahmedabad. The idea was to understand if there existed a market for sugarcane juice in Ahmedabad through the conclusive research. If yes, then launch the product in the test market. Further conclusive research would then be done nationwide and then the product would be launched nationally.

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Resources

Exhibit 1

Willingness to try

Willingness to buy

Yes – 39%

Mean – 47.48%

No/Unsure – 61%

Stdev – 34.03

Willingness to try a particular juice flavor in packed form

Figure

Willingness to buy a particular juice flavor in packed form

#

Answer

Average Value

Standard Deviation

1

Sugarcane

47.48

34.03

2

Apple

65.09

27.39

3

Orange

69.12

26.14

4

Mango

74.77

26.42

5

Mixed fruit

60.15

28.99

6

Lemon

54.42

33.02

7

Grape

56.22

26.23

8

Pomegranate

58.18

29.87

Figure

Exhibit 2: Regression Analysis

Figure

Exhibit 3: Code Book for the Questionnaire

Section 1: Screening &Respondent Basic Details

Variable Number

Question

Description

Range of Code Values

Scale Type

Codes

1

1(a). Are you, or is any member of your immediate family employed in any of the following? a. Market Research Company b. Beverages Company

Filter Question to avoid response bias

1-2

Nominal

1 - Yes

2 - No

2

1(b). Do you prefer to drink packed juices?

Filter Question

1-2

Nominal

1 - Yes

2 - No

3

2(a). Please tell me the level to which the Chief Wage Earner (Father/Mother/Spouse) of your household is educated? By Chief Wage Earner I mean the person who contributes the most in the household expenditure.

SEC classification

1-3

Nominal

1 - Graduate

2 - Post-Graduate

3 - Other

4

2(b). Please tell me the current occupation of the Chief Wage Earner (Father/Mother/Spouse)?

SEC classification

1-3

Nominal

1 - Business

2 - Salaried: Govt.

3 - Salaried: Private

5

Age of the Respondent

Demographic Classification

1-5

Nominal

1: Below 18 years

2: 18-20 years

3: 21-29 years

4: 30-50 years

5: Above 50 years

6

Gender

Demographic Classification

1-2

Nominal

1 - Male

2 - Female

7

Respondent Profession

SEC classification

1-3

Nominal

1 - Business

2 - Salaried: Govt.

3 - Salaried: Private

8

Respondent Education (Tick the highest level attained)

SEC classification

1-3

Nominal

1 - Graduate

2 - Post-Graduate

3 - Other

9

Family Annual Income level (lakhs)

Demographic Classification

1-4

Nominal

1: 1-4 lakhs

2: 4-8 lakhs

3: 8-18 lakhs

4: Above 18 lakhs

10

Do you own an home

Demographic Classification

1-2

Nominal

1 - Yes

2 - No

Section 2: Taste Testing Results (Asked After The Self-Administered Questionnaire)

Variable Number

Question

Description

Range of Code Values

Scale Type

Codes

11

Preferred Taste Variant

To check preference for different product concepts

1-4

Nominal

1 - Plain Sugarcane

2 - Chat Masala Sugarcane

3 - Lemon Sugarcane

4 - Ginger Sugarcane

Section 3: Respondent Filled Questionnaire

Variable Number

Question

Description

Range of Code Values

Scale Type

Codes

12

1. When you think of juices, which brands aware of? (Tick all that apply) Purpose: Check Brand Awareness

Tropiviva

1-2

Nominal

1 - Yes

2 - No

Rael

1-2

Nominal

1 - Yes

2 - No

14

Second Maid

1-2

Nominal

1 - Yes

2 - No

15

Hravest

1-2

Nominal

1 - Yes

2 - No

16

Froty

1-2

Nominal

1 - Yes

2 - No

17

Nimbhooz

1-2

Nominal

1 - Yes

2 - No

18

Slize

1-2

Nominal

1 - Yes

2 - No

19

Raasna

1-2

Nominal

1 - Yes

2 - No

20

Gaterrade

1-2

Nominal

1 - Yes

2 - No

21

Taang

1-2

Nominal

1 - Yes

2 - No

22

Hussna

1-2

Nominal

1 - Yes

2 - No

23

Dulmontte

1-2

Nominal

1 - Yes

2 - No

24

Apphy

1-2

Nominal

1 - Yes

2 - No

25

Others

1-2

Nominal

1 - Yes

2 - No

26

2. What are the places from where you buy juices? (Tick all that apply) Purpose: Check Distribution Channel

Pharmacy

1-2

Nominal

1 - Yes

2 - No

27

Grocery Chains

1-2

Nominal

1 - Yes

2 - No

28

Juice bars

1-2

Nominal

1 - Yes

2 - No

29

Restaurants

1-2

Nominal

1 - Yes

2 - No

30

Airports

1-2

Nominal

1 - Yes

2 - No

31

Movie theaters

1-2

Nominal

1 - Yes

2 - No

32

Railway Stations

1-2

Nominal

1 - Yes

2 - No

33

Fast Food Centers

1-2

Nominal

1 - Yes

2 - No

34

Mall Food Courts

1-2

Nominal

1 - Yes

2 - No

35

Kirana Stores

1-2

Nominal

1 - Yes

2 - No

36

Bus Stations

1-2

Nominal

1 - Yes

2 - No

37

Road side vendor

1-2

Nominal

1 - Yes 2 - No

38

Others

1-2

Nominal

1 - Yes

2 - No

39

3. For each of these brands how likely are you to buy them? Please rate on scale of 1 to 7: 1 – Highly Unlikely 7– Highly Likely Purpose: Check frequency of consumption

Froty

1-7

Interval

1 - Definitely do not buy

2 - Do not prefer

3 - Buy Rarely

4 - Even Chance

5 - Buy occasionally

6 - Buy Frequently

7 - My First Choice

40

Tropiviva

1-7

Interval

1 - Definitely do not buy

2 - Do not prefer

3 - Buy Rarely

4 - Even Chance

5 - Buy occasionally

6 - Buy Frequently

7 - My First Choice

41

Rael

1-7

Interval

1 - Definitely do not buy

2 - Do not prefer

3 - Buy Rarely

4 - Even Chance

5 - Buy occasionally

6 - Buy Frequently

7 - My First Choice

42

Second Maid

1-7

Interval

1 - Definitely do not buy

2 - Do not prefer

3 - Buy Rarely

4 - Even Chance

5 - Buy occassionally

6 - Buy Frequently

7 - My First Choice

43

Hravest

1-7

Interval

1 - Definitely do not buy

2 - Do not prefer

3 - Buy Rarely

4 - Even Chance

5 - Buy occassionally

6 - Buy Frequently

7 - My First Choice

44

Raasna

1-7

Interval

1 - Definitely do not buy

2 - Do not prefer

3 - Buy Rarely

4 - Even Chance

5 - Buy occassionally

6 - Buy Frequently

7 - My First Choice

45

Nimbhooz

1-7

Interval

1 - Definitely do not buy

2 - Do not prefer

3 - Buy Rarely

4 - Even Chance

5 - Buy occassionally

6 - Buy Frequently

7 - My First Choice

46

Slize

1-7

Interval

1 - Definitely do not buy

2 - Do not prefer

3 - Buy Rarely

4 - Even Chance

5 - Buy occasionally

6 - Buy Frequently

7 - My First Choice

47

4. Please read the following statements carefully and indicate the response that most nearly reflect your opinion Purpose: Segmentation of consumer on intention CC: Convenience Conscious HC: Health Conscious IC: Information Conscious NT: Novelty Try PC: Price Conscious

I read the ingredients mentioned on the pack (IC)

1-5

Interval

1 - Strongly Disagree

2 - Disagree

3 - Neither agree nor disagree

4 - Agree

5 - Strongly Agree

48

I try out new food joints very often (NT)

1-5

Interval

1 - Strongly Disagree

2 - Disagree

3 - Neither agree nor disagree

4 - Agree

5 - Strongly Agree

49

We use a lot of ready-to-eat foods in our household. (CC)

1-5

Interval

1-Strongly Disagree 2 - Disagree 3 - Neither agree nor disagree 4 - Agree 5 - Strongly Agree

50

Frozen foods account for a large part of the food products I use in our household. (CC)

1-5

Interval

1 - Strongly Disagree

2 - Disagree

3 - Neither agree nor disagree

4 - Agree

5 - Strongly Agree

51

I try to avoid food products with additives. (HC)

1-5

Interval

1 - Strongly Disagree

2 - Disagree

3 - Neither agree nor disagree

4 - Agree

5 - Strongly Agree

52

I take regular health check-ups. (HC)

1-5

Interval

1 - Strongly Disagree

2 - Disagree

3 - Neither agree nor disagree

4 - Agree

5 - Strongly Agree

53

I often choose food/beverage because they contribute to weight control. (HC)

1-5

Interval

1 - Strongly Disagree

2 - Disagree

3 - Neither agree nor disagree

4 - Agree

5 - Strongly Agree

54

I eat lot of greens (spinach, methi) and vegetables (HC)

1-5

Interval

1 - Strongly Disagree

2 - Disagree

3 - Neither agree nor disagree

4 - Agree

5 - Strongly Agree

55

When I see a new brand on the shelf, I often buy it just to see what it’s like. (NT)

1-5

Interval

1 - Strongly Disagree

2 - Disagree

3 - Neither agree nor disagree

4 - Agree

5 - Strongly Agree

56

I compare product information labels to decide which brand to buy (IC)

1-5

Interval

1 - Strongly Disagree

2 - Disagree

3 - Neither agree nor disagree

4 - Agree

5 - Strongly Agree

57

I read the information sheet given at grocery malls (IC)

1-5

Interval

1 - Strongly Disagree

2 - Disagree

3 - Neither agree nor disagree

4 - Agree

5 - Strongly Agree

58

I am the kind of person who would try any new product once. (NT)

1-5

Interval

1 - Strongly Disagree

2 - Disagree

3 - Neither agree nor disagree

4 - Agree

5 - Strongly Agree

59

I exercise regularly (HC)

1-5

Interval

1 - Strongly Disagree

2 - Disagree

3 - Neither agree nor disagree

4 - Agree

5 - Strongly Agree

60

I use the coupons in the information sheet given at grocery malls (IC)

1-5

Interval

1 - Strongly Disagree

2 - Disagree

3 - Neither agree nor disagree

4 - Agree

5 - Strongly Agree

61

I buy and stock up products when they are on sale (PC)

1-5

Interval

1 - Strongly Disagree

2 - Disagree

3 - Neither agree nor disagree

4 - Agree

5 - Strongly Agree

62

I notice when prices of items that I buy change (PC)

1-5

Interval

1 - Strongly Disagree

2 - Disagree

3 - Neither agree nor disagree

4 - Agree

5 - Strongly Agree

63

I work more than 12 hours every day (CC)

1-5

Interval

1 - Strongly Disagree

2 - Disagree

3 - Neither agree nor disagree

4 - Agree

5 - Strongly Agree

64

I like the challenge of doing something new. (NT)

1-5

Interval

1 - Strongly Disagree

2 - Disagree

3 - Neither agree nor disagree

4 - Agree

5 - Strongly Agree

65

I like ready to eat foods and eat them often (CC)

1-5

Interval

1 - Strongly Disagree

2 - Disagree

3 - Neither agree nor disagree

4 - Agree

5 - Strongly Agree

66

Among items of same quality, I often buy the lowest cost item (PC)

1-5

Interval

1 - Strongly Disagree

2 - Disagree

3 - Neither agree nor disagree

4 - Agree

5 - Strongly Agree

67

5(a). Circle the most favorite brand of your choice Purpose: Check brand preference

Tropiviva

1-2

Nominal

1 - Yes

2 - No

68

Rael

1-2

Nominal

1 - Yes

2 - No

69

Apphy

1-2

Nominal

1 - Yes

2 - No

70

Hravest

1-2

Nominal

1 - Yes

2 - No

71

Raasna

1-2

Nominal

1 - Yes

2 - No

72

Gaterrade

1-2

Nominal

1 - Yes

2 - No

73

Hussna

1-2

Nominal

1 - Yes

2 - No

74

Second Maid

1-2

Nominal

1 - Yes

2 - No

75

Froty

1-2

Nominal

1 - Yes

2 - No

76

Tssinga

1-2

Nominal

1 - Yes

2 - No

77

Nimbhooz

1-2

Nominal

1 - Yes 2 - No

78

Slize

1-2

Nominal

1 - Yes

2 - No

79

Taang

1-2

Nominal

1 - Yes

2 - No

80

Maaasa

1-2

Nominal

1 - Yes

2 - No

81

5(b). Circle all the flavors you have triedat least once in your most favorite brand Purpose: Check trial rate for different flavors of preferred brand

Pomegranate

1-2

Nominal

1 - Yes

2 - No

82

Orange

1-2

Nominal

1 - Yes

2 - No

83

Apple

1-2

Nominal

1 - Yes

2 - No

84

Mixed

1-2

Nominal

1 - Yes

2 - No

85

Litchi

1-2

Nominal

1 - Yes

2 - No

86

Lemon

1-2

Nominal

1 - Yes

2 - No

87

Sugarcane

1-2

Nominal

1 - Yes

2 - No

88

Grape

1-2

Nominal

1 - Yes

2 - No

89

Mango

1-2

Nominal

1 - Yes

2 - No

90

Pineapple

1-2

Nominal

1 - Yes

2 - No

91

Guava

1-2

Nominal

1 - Yes

2 - No

92

Cranberry

1-2

Nominal

1 - Yes

2 - No

93

5(c). Circle all the flavors you would like to trying your most favorite brand Purpose: Check intended trial rate for different flavors in most preferred brand

Pomegranate

1-2

Nominal

1 - Yes

2 - No

94

Orange

1-2

Nominal

1 - Yes

2 - No

95

Apple

1-2

Nominal

1 - Yes

2 - No

96

Mixed

1-2

Nominal

1 - Yes

2 - No

97

Litchi

1-2

Nominal

1 - Yes

2 - No

98

Lemon

1-2

Nominal

1 - Yes

2 - No

99

Sugarcane

1-2

Nominal

1 - Yes 2 - No

100

Grape

1-2

Nominal

1 - Yes 2 - No

101

Mango

1-2

Nominal

1 - Yes 2 - No

102

Pineapple

1-2

Nominal

1 - Yes 2 - No

103

Guava

1-2

Nominal

1 - Yes 2 - No

104

Cranberry

1-2

Nominal

1 - Yes 2 - No

105

6. For each of these juice flavors how likely are you to buy them? Please rate on scale of 1 to 7. 1 – Highly Unlikely 7 – Highly Likely Purpose: Check willingness to buy for different flavours in any brand

Sugarcane

1-7

Interval

1 - Highly Unlikely

..

..

7 - Highly Likely

106

Apple

1-7

Interval

1 - Highly Unlikely

..

..

7 - Highly Likely

107

Orange

1-7

Interval

1 - Highly Unlikely

..

..

7 - Highly Likely

108

Mango

1-7

Interval

1 - Highly Unlikely

..

..

7 - Highly Likely

109

Mixed Fruit

1-7

Interval

1 - Highly Unlikely

..

..

7 - Highly Likely

110

Lemon

1-7

Interval

1 - Highly Unlikely

..

..

7 - Highly Likely

111

Grape

1-7

Interval

1 - Highly Unlikely

..

..

7 - Highly Likely

112

Pomegranate

1-7

Interval

1 - Highly Unlikely

..

..

7 - Highly Likely

113

7. For your most preferred juice flavor what is your package preference (circle the rank in each option) Purpose: Check preferred packaging

Tetrapak

1-4

Ordinal

1: First Rank

2: Second Rank

3: Third Rank

4: Fourth Rank

114

PET bottle

1-4

Ordinal

1: First Rank

2: Second Rank

3: Third Rank

4: Fourth Rank

115

Glass bottle

1-4

Ordinal

1: First Rank

2: Second Rank

3: Third Rank

4: Fourth Rank

116

Cans

1-4

Ordinal

1: First Rank

2: Second Rank

3: Third Rank

4: Fourth Rank

117

8. Please read the following statements carefully and indicate the response that most nearly reflects your opinion Purpose: To find package attributes for sugarcane juice

Package must maintain freshness

1-5

Interval

1 - Strongly Disagree

2 - Disagree

3 - Neither agree nor disagree

4 - Agree

5 - Strongly Agree

118

Package must be light weight

1-5

Interval

1 - Strongly Disagree

2 - Disagree

3 - Neither agree nor disagree

4 - Agree

5 - Strongly Agree

119

Juice inside must be seen clearly

1-5

Interval

1 - Strongly Disagree

2 - Disagree

3 - Neither agree nor disagree

4 - Agree

5 - Strongly Agree

120

Package must be tamper proof

1-5

Interval

1 - Strongly Disagree

2 - Disagree

3 - Neither agree nor disagree

4 - Agree

5 - Strongly Agree

121

Package must be ecofriendly and recyclable

1-5

Interval

1 - Strongly Disagree

2 - Disagree

3 - Neither agree nor disagree

4 - Agree

5 - Strongly Agree

122

9. Your preferred size for buying packaged juices (circle the rank in each option) Purpose: To find preferred size of packaged juice

150 ml

1-4

Ordinal

1: First Rank

2: Second Rank

3: Third Rank

4: Fourth Rank

123

200 ml

1-4

Ordinal

1: First Rank

2: Second Rank

3: Third Rank

4: Fourth Rank

124

500 ml

1-4

Ordinal

1: First Rank

2: Second Rank

3: Third Rank

4: Fourth Rank

125

1 L

1-4

Ordinal

1: First Rank

2: Second Rank

3: Third Rank

4: Fourth Rank

126

10. The right price for 200 ml of packed fruit juice is (circle the rank in each option) Purpose: Check willingness to pay for 200 ml immediate consumption pack

Rs. 10

1-4

Ordinal

1: First Rank

2: Second Rank

3: Third Rank

4: Fourth Rank

127

Rs. 15

1-4

Ordinal

1: First Rank

2: Second Rank

3: Third Rank

4: Fourth Rank

128

Rs. 20

1-4

Ordinal

1: First Rank

2: Second Rank

3: Third Rank

4: Fourth Rank

129

Rs. 25

1-4

Ordinal

1: First Rank

2: Second Rank

3: Third Rank

4: Fourth Rank

130

11. The right price for 1L of packed fruit juice is (circle the rank in each option) Purpose: Check willingness to pay for 1L take home pack

Rs. 50

1-4

Ordinal

1: First Rank

2: Second Rank

3: Third Rank

4: Fourth Rank

131

Rs. 70

1-4

Ordinal

1: First Rank

2: Second Rank

3: Third Rank

4: Fourth Rank

132

Rs. 80

1-4

Ordinal

1: First Rank

2: Second Rank

3: Third Rank

4: Fourth Rank

133

Rs. 100

1-4

Ordinal

1: First Rank

2: Second Rank

3: Third Rank

4: Fourth Rank

134

12. Which of these attributes do you look for in packed fruit juice 1-most desired, 7 - least desired, 4-neutral. Purpose: Find preference of desired attributes of packed fruit juice

Healthy

1-7

Interval

1 - Most Desired

..

..

7 - Least Desired

135

Price

1-7

Interval

1 - Most Desired

..

..

7 - Least Desired

136

No Preservatives

1-7

Interval

1 - Most Desired

..

..

7 - Least Desired

137

Energy

1-7

Interval

1 - Most Desired

..

..

7 - Least Desired

138

Taste

1-7

Interval

1 - Most Desired

..

..

7 - Least Desired

139

Brand Trust

1-7

Interval

1 - Most Desired

..

..

7 - Least Desired

140

Pure/100% Juice

1-7

Interval

1 - Most Desired

..

..

7 - Least Desired

141

Discounts/Offers

1-7

Interval

1 - Most Desired

..

..

7 - Least Desired

142

Convenient size pack

1-7

Interval

1 - Most Desired

..

..

7 - Least Desired

143

Availability at Store

1-7

Interval

1 - Most Desired

..

..

7 - Least Desired

144

Freshness

1-7

Interval

1 - Most Desired

..

..

7 - Least Desired

145

13. Which of these following ways/forms do you want to consume packed sugarcane juice 1-most desired, 7 - least desired, 4-neutral. Purpose: To find concept of positioning the packed sugarcane juice

As a Breakfast juice

1-7

Interval

1 - Most Desired

..

..

7 - Least Desired

146

As a summer re-hydrant

1-7

Interval

1 - Most Desired

..

..

7 - Least Desired

147

As a welcome drink to guests at home

1-7

Interval

1 - Most Desired

..

..

7 - Least Desired

148

As a health drink for my kids

1-7

Interval

1 - Most Desired

..

..

7 - Least Desired

149

As a health drink for the old people at home

1-7

Interval

1 - Most Desired

..

..

7 - Least Desired

150

14. You will prefer to purchase packed sugar cane juice at (circle the rank in each option) Purpose: To find major distribution channel for packed sugarcane juice

Kirana stores

1-4

Ordinal

1: First Rank

2: Second Rank

3: Third Rank

4: Fourth Rank

151

Retail outlets

1-4

Ordinal

1: First Rank

2: Second Rank

3: Third Rank

4: Fourth Rank

152

Stalls in malls/cinema theatres

1-4

Ordinal

1: First Rank

2: Second Rank

3: Third Rank

4: Fourth Rank

153

Railway station/Airports/Bus station

1-4

Ordinal

1: First Rank

2: Second Rank

3: Third Rank

4: Fourth Rank

154

15. Will you prefer sugarcane juice in summer or throughout the year? Purpose: To find seasonal preference to take production amount related decisions

Summer

1-2

Ordinal

1: First Rank

2: Second Rank

155

Throughout the year

1-2

Ordinal

1: First Rank

2: Second Rank

156

16. For packed sugarcane juice, you prefer to buy the juice in (circle the rank in each option) Purpose: To find out the perceived most suitable packaging for packed sugarcane juice

Tetra pack

1-4

Ordinal

1: First Rank

2: Second Rank

3: Third Rank

4: Fourth Rank

157

PET bottle

1-4

Ordinal

1: First Rank

2: Second Rank

3: Third Rank

4: Fourth Rank

158

Glass bottle

1-4

Ordinal

1: First Rank

2: Second Rank

3: Third Rank

4: Fourth Rank

159

Cans

1-4

Ordinal

1: First Rank

2: Second Rank

3: Third Rank

4: Fourth Rank

160

17. Which of these attributes will you prefer to buy packed sugarcane juice 1-most desired, 7 - least desired, 4-neutral. Purpose: To find perceived importance of different attributes in packed sugarcane juice

Healthy

1-7

Interval

1 - Most Desired

..

..

7 - Least Desired

161

Price

1-7

Interval

1 - Most Desired

..

..

7 - Least Desired

162

No Preservatives

1-7

Interval

1 - Most Desired

..

..

7 - Least Desired

163

Energy

1-7

Interval

1 - Most Desired

..

..

7 - Least Desired

164

Taste

1-7

Interval

1 - Most Desired

..

..

7 - Least Desired

165

Brand Trust

1-7

Interval

1 - Most Desired

..

..

7 - Least Desired

166

Pure/100% Juice

1-7

Interval

1 - Most Desired

..

..

7 - Least Desired

167

Discounts/Offers

1-7

Interval

1 - Most Desired

..

..

7 - Least Desired

168

Convenient size pack

1-7

Interval

1 - Most Desired

..

..

7 - Least Desired

169

Availability at Store

1-7

Interval

1 - Most Desired

..

..

7 - Least Desired

170

Freshness

1-7

Interval

1 - Most Desired

..

..

7 - Least Desired

171

18. The right price for 200 ml of packed sugar cane juice is (circle the rank in each option) Purpose: Check willingness to pay for 200 ml immediate consumption pack of sugarcane juice

Rs. 10

1-4

Ordinal

1: First Rank

2: Second Rank

3: Third Rank

4: Fourth Rank

172

Rs. 15

1-4

Ordinal

1: First Rank

2: Second Rank

3: Third Rank

4: Fourth Rank

173

Rs. 20

1-4

Ordinal

1: First Rank

2: Second Rank

3: Third Rank

4: Fourth Rank

174

Rs. 25

1-4

Ordinal

1: First Rank

2: Second Rank

3: Third Rank

4: Fourth Rank

175

19. The right price for 1 Litre of packed sugar cane juice is (circle the rank in each option) Purpose: Check willingness to pay for 1L take home pack of sugarcane juice

Rs. 50

1-4

Ordinal

1: First Rank

2: Second Rank

3: Third Rank

4: Fourth Rank

176

Rs. 70

1-4

Ordinal

1: First Rank

2: Second Rank

3: Third Rank

4: Fourth Rank

177

Rs. 80

1-4

Ordinal

1: First Rank

2: Second Rank

3: Third Rank

4: Fourth Rank

178

Rs. 100

1-4

Ordinal

1: First Rank

2: Second Rank

3: Third Rank

4: Fourth Rank

179

20. What will be the most likely reason for you not preferring packaged sugar cane juice? 1-most likely 7 - least likely, 4-neutral. Purpose: To find out reasons due to which customers might reject the concept of packaged sugarcane juice

Not good for diabetics

1-7

Interval

1 - Most Likely

..

..

7 - Least likely

180

Don’t like the taste

1-7

Interval

1 - Most Likely

..

..

7 - Least likely

181

Don’t like its color

1-7

Interval

1 - Most Likely

..

..

7 - Least likely

182

1-7

Interval

1 - Most Likely

..

..

7 - Least likely

Section 4: Pictorial Questions

Variable Number

Question

Description

Range of Code Values

Scale Type

Codes

183

1. Please circle the item that you would most likely buy in the store. Please quote a price you would pay in the box below Purpose: To find out preference of variety of packed sugarcane juice and willingness to pay for the same

Tropiviva Sugarcane

1-2

Nominal

1 - Yes

2 - No

184

Tropiviva Kids

1-2

Nominal

1 - Yes

2 - No

185

Tropiviva 100%

1-2

Nominal

1 - Yes

2 - No

186

Tropiviva Pure Premium

1-2

Nominal

1 - Yes

2 - No

187

2. Please tick the item that you would most likely buy in the store. Indicate the price you are willing to pay in the box below Purpose: To find out acceptability (and willingness to pay) of packed sugarcane juice under Tropiviva brand as compared to other existing brands who are selling packed sugarcane juice

Tropiviva Sugarcane

1-2

Nominal

1 - Yes

2 - No

188

Rita Sugarcane

1-2

Nominal

1 - Yes

2 - No

189

Husna Sugarcane

1-2

Nominal

1 - Yes

2 - No

190

Goya Sugarcane

1-2

Nominal

1 - Yes

2 - No

191

3. Circle the rank for each of the following items according to your buying preference and quote a price for each. Purpose: To find out willingness to pay for a pack of 200 ml sugarcane juice in different package.

Pet bottle

1-3

Ordinal

1: First Rank

2: Second Rank

3: Third Rank

192

Tetra pack

1-3

Ordinal

1: First Rank

2: Second Rank

3: Third Rank

193

Can

1-3

Ordinal

1: First Rank

2: Second Rank

3: Third Rank

Exhibit 4: Data Analysis on product expectations

#

Packed Juice Attributes

Preference

Standard Deviation

1

Healthy

85.44

22.63

2

Price

70.88

26.28

3

No Preservatives

74.75

26.79

4

Energy

73.42

27.62

5

Taste

85.66

21.44

6

Brand Trust

78.22

26.37

7

Pure/100% Juice

84.29

23.75

8

Discounts/Offers

58.05

29.22

9

Convenient Size Pack

66.63

27.82

10

Availability at Store

71.95

24.06

#

Use of Sugarcane juice

Likelihood

Standard Deviation

1

As a Breakfast juice

52.34

31.45

2

As a summer re-hydrant

81.27

24.52

3

As a welcome drink to guests at home

59.25

30.03

4

As a health drink for my kids

57.94

29.97

5

As a health drink for the old people at home

58.84

27.47

#

Packed Sugarcane juice attributes

Preference

Standard Deviation

1

Healthy

86.35

20.79

2

Price

74.63

21.64

3

No Preservatives

76.34

24.62

4

Energy

75.62

24.73

5

Taste

84.74

20.57

6

Brand Trust

73.91

27.25

7

Pure/100% Juice

87.58

20.48

8

Discounts/Offers

56.19

28.81

9

Convenient Size Pack

70.24

26.05

10

Availability at Store

73.59

24.58

11

Freshness

90.20

16.57

#

Consumption Period

Yes

%

1

Summer

33

48%

2

Throughout the year

36

52%

Exhibit 5: Regression Analysis of Product Attributes

Regression Analysis: Intent to buy sugarcane juice versus No Preservatives, Energy, Discounts/Offers, Convenient Pack Size…

Figure

This case was prepared for inclusion in Sage Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

2024 Sage Publications, Inc. All Rights Reserved

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