Case
Teaching Notes
Supplementary Resources
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.
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.
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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
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 |
Exhibit 2: Regression Analysis
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…
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