MBA - Research Work

Feb 24, 20096 likes2,857 views

- Kolson, a Pakistani snacks company, wanted to introduce a new biscuit brand called "Bravo!" in the growing cookie market. - The study aimed to determine what factors could affect market acceptance of the new Bravo! brand. These factors included product quality, familiarity, branding, pricing, and marketing communications. - A hypothesis was made that higher product quality would lead to greater market acceptability. Surveys were conducted and data analysis found a strong positive correlation between product quality and market acceptance. Therefore, the hypothesis that product quality impacts acceptance was supported.

INTRODUCTION Kolson is a Pakistan based snacks, pasta, & biscuit manufacturing company producing high quality premium products, with brands like; Slanty, Jam Hearts, Katch, Snackers, and Kidz Mobile Kolson is operating in three divisions: Division-I Biscuits, Cakes, and Cereal. Division-II Slanty, Chips, & Twich. Division-III Pasta, Vermicelli, Potato Sticks, Snackers, & Cheese Balls.

RESEARCH DESIGN Purpose of the study Hypotheses Testing Type of Investigation Co-relational Study Study Setting Field Study Time Horizon Cross-sectional Study Unit of Analysis Individuals Scales Interval Scale

HYPOTHESES TESTING - 1 In the hypothesis testing we are just taking one variable and trying to prove it that is the variable of the product quality. Product Quality (X) Market Acceptance (Y) XY X 2 Y 2 42 27 19 25 06 10 07 06 09 03 420 189 114 225 18 1764 729 361 625 36 100 49 36 81 09 ∑ X = 119 ∑ Y = 35 ∑ XY = 966 ∑ X 2 = 3515  Y 2 = 275

HYPOTHESES TESTING - 2 r = n ∑XY – (∑X)(∑ Y) {n∑X 2 – (  x) 2 }{n  Y 2 - (  Y) 2 } r = 5 (966) – (119)(35) {5(3515)-(119) 2 }{5 (275)-(35) 2 } r = 0.93 Hypothesis Testing of Population Co-Relation .

HYPOTHESES TESTING - 3 Step 1: Null hypothesis and alternative Ho: There is no relation between, the higher product quality and the market acceptance. H1: Higher the product quality; the more effective will be the product acceptability in the market. Step 2: Level of Significance Level of Significance = 5%

HYPOTHESES TESTING – 4 Step 3: Test Statistics As, n < 30 t = 1 – r 2 n - 2 r t = 1 – (0.93) 2 5 - 2 0.93 t = 4.3827

HYPOTHESES TESTING – 5 Step 4: Critical Region level of significance 5% / 2 = 0.025 degree of freedom = d f = 5 – 2 = 3 t (0.025, 3) t crit = 3.182 (from table) Step 5: Conclusion 4.3827 > 3.182 t cal > t crit Whenever t cal value is greater than t - table value we reject H o . H 1 is accepted so it means that there is positive relationship between Product Quality and its Acceptance in the Market.

RECOMMENDATIONS Kolson’s ‘Bravo!’ customer is satisfied with its quality; there is no problem in this regard. These are my recommendations to Kolson’s management: Retain the quality of the product. Keep working on new ways to enhance product quality. Diagnose some other variable incase of product failure in the market.

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MBA - Research Work

1. ��

2. Factors Affecting New Brand’s Market Acceptance – A Case for Kolson’s ‘Bravo!’ Biscuit Amjad Irfan – MBA

3. INTRODUCTION Kolson is a Pakistan based snacks, pasta, & biscuit manufacturing company producing high quality premium products, with brands like; Slanty, Jam Hearts, Katch, Snackers, and Kidz Mobile Kolson is operating in three divisions: Division-I Biscuits, Cakes, and Cereal. Division-II Slanty, Chips, & Twich. Division-III Pasta, Vermicelli, Potato Sticks, Snackers, & Cheese Balls.

4. PRODUCT INTRO

5. PROBLEM STATEMENT Pakistan is a growing market for cookies and most of the consumers are moving towards branded cookies. Kolson decided to capitalize mentioned opportunity and planned to introduce new cookie, ‘Bravo!’, with new milk and chocolate flavors. “ What are the factors, which can affect acceptance of Kolson’s new ‘Bravo!’ brand in the biscuit market?” 03.00 Ticky Pack 10.00 Snack Pack 20.00 Family Pack RP in Rs. SKU

6. THEORETICAL FRAMEWORK From Literature Review and Interviews, we have discovered following independent variables, which can affect dependent variable, ‘Product Market Acceptance’. Product Quality Product Market Acceptance Personal Familiarity Brand Name Pricing Communication Mix

7. HYPOTHESES Problem Statement: “ What are the factors, which can affect acceptance of Kolson’s new ‘Bravo!’ brand in the biscuit market?” From theoretical framework, different hypotheses can be derived. I have selected the following hypothesis for testing: “ Higher the product quality; the more effective will be the product acceptability in the market.”

8. RESEARCH DESIGN Purpose of the study Hypotheses Testing Type of Investigation Co-relational Study Study Setting Field Study Time Horizon Cross-sectional Study Unit of Analysis Individuals Scales Interval Scale

9. QUESTIONNAIRE Consumer Survey Bravo!

10. HYPOTHESES TESTING - 1 In the hypothesis testing we are just taking one variable and trying to prove it that is the variable of the product quality. Product Quality (X) Market Acceptance (Y) XY X 2 Y 2 42 27 19 25 06 10 07 06 09 03 420 189 114 225 18 1764 729 361 625 36 100 49 36 81 09 ∑ X = 119 ∑ Y = 35 ∑ XY = 966 ∑ X 2 = 3515  Y 2 = 275

11. HYPOTHESES TESTING - 2 r = n ∑XY – (∑X)(∑ Y) {n∑X 2 – (  x) 2 }{n  Y 2 - (  Y) 2 } r = 5 (966) – (119)(35) {5(3515)-(119) 2 }{5 (275)-(35) 2 } r = 0.93 Hypothesis Testing of Population Co-Relation .

12. HYPOTHESES TESTING - 3 Step 1: Null hypothesis and alternative Ho: There is no relation between, the higher product quality and the market acceptance. H1: Higher the product quality; the more effective will be the product acceptability in the market. Step 2: Level of Significance Level of Significance = 5%

13. HYPOTHESES TESTING – 4 Step 3: Test Statistics As, n < 30 t = 1 – r 2 n - 2 r t = 1 – (0.93) 2 5 - 2 0.93 t = 4.3827

14. HYPOTHESES TESTING – 5 Step 4: Critical Region level of significance 5% / 2 = 0.025 degree of freedom = d f = 5 – 2 = 3 t (0.025, 3) t crit = 3.182 (from table) Step 5: Conclusion 4.3827 > 3.182 t cal > t crit Whenever t cal value is greater than t - table value we reject H o . H 1 is accepted so it means that there is positive relationship between Product Quality and its Acceptance in the Market.

15. RECOMMENDATIONS Kolson’s ‘Bravo!’ customer is satisfied with its quality; there is no problem in this regard. These are my recommendations to Kolson’s management: Retain the quality of the product. Keep working on new ways to enhance product quality. Diagnose some other variable incase of product failure in the market.

16. THANKYOU

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