quantitative management case on Sukuma India

1. Presented By:-
Jitu jagwani
Jaikishan Dhanwani
Nelson Sundraj
Jalaj mani
Gaurav Sharma

2. Sakuma India
 An fmcg company.
 Product discussed-digital camera.
 42% market share in still camera market.
 Their new launched series of cyber shot, 50,000 cameras
are already sold.
 Now in order to get the feedback from the users…here are
various methods given by their employees.
 Questionnaire survey through email, postal mail or
telephonic interview.
 Finally the telephonic survey is decided and only 10-20%
customer should be contacted.

3. Now the question arises that how
should they contact???
 Active company’s blog users.
 Random sampling
 Choosing every nth customer.
 Random groups according to zones, states and
metropolitan cities.
 Group customers on the basis of camera model
they have buy.

4. To select a proportionate cluster sample of 5000
members of the total 50,000 consumers belonging to
each zone i.e. North, South, East & West
So lets assume that the consumers are divided in this strata or
sub-group in 4 different zones…..
north = 15000
south = 13000
east = 12000
west = 10000

5. Now lets calculate the overall sampling
function in the following manner.
f = n/N
= 5000/50,000
= .1
where n = sample size
&
N = population size

6. Cluster Sampling Method And
Hypothesis Test(ASSUMPTION)
Zone
North South East West Total
Satisfied 1110 1000 800 800 3710
Not 390 300 400 200 1290
Satisfied
Proportion .74 .76 .67 .80 .74
N= 50000,
so sample of 10% n=5000

7. Stratified Sampling
NORTH(15000)
CAMERA 1 2 3 4 5 6 7 8 9 10 Total
MODEL
POPULATION
1200 1000 1500 700 1850 600 1500 1000 2800 2850 15000
MULTIPLIER .01 .01 .01 .01 .01 .01 .01 .01 .01 .01 .01
SAMPLE 120 100 150 70 185 60 150 100 280 285 1500
90 90 120 55 140 55 125 50 200 185 1110
SATISFIED
0.75 0.90 .80 .78 .75 .91 .83 .50 .71 .64 .74
PROPORTION

8. Proportion of Satisfied Customers
CAMERA
MODEL 1 2 3 4 5 6 7 8 9 10
NORTH .75 .90 .80 .78 .75 .91 .83 .50 .71 .64
SOUTH .70 .80 .75 .65 .76 .86 .76 .62 .68 .72
EAST .80 .85 .78 .70 .80 .88 .72 .58 .74 .69
WEST .79 .87 .79 .69 .82 .82 .85 .68 .70 .66
AVERAGE
SATISFACTION
.76 .85 .78 .70 .78 .86 .79 .59 .70 .67