1. Final Project
Fall- 2011
Shan & National Masalah
Brand Comparison
This report indicates the Applications of Statistics & Inferences
tools in Business World; for this purpose we have chosen the MBA (Evening)
data of two famous Brands Shan & National Foods. This report
gives an idea how to utilize these Statistics & Inferences PAF-KIET City Campus
functions in our real life.
December 02, 2011
2. Final Project of Statistical Analysis for Fall-2011
Application of Statistics & Inferences Tools
Course Facilitator: Sir Rizwan Farooqui
Statistics & Inferences (55488)
CID # 55488 Group Name: Charlie
Group Participants:
Toufeeq Ahmed (55302)
Sadia Iftikhar (55502)
Abdul Waseem (55475)
Nazakat Ali (55447)
Javed Mehmood (55286)
December 02, 2011
3. ACKNOWLEDGMENT
We are profoundly grateful to Almighty Allah for enabling us to accomplish this Project!
We are sincerely thankful to our supervisor Sir Rizwan Farooqui (Course Facilitator:
Statistics & Inferences) for extending best possible support and cooperation for giving us the
idea for making such report on practical basis. He got a strong command on the subject and
the topics he covered, during entire semester, would help us a lot while implementing this
knowledge in our practical life.
We are also thankful to all those who helped us in filling out the questionnaires and provided
us meaningful information for completion of this project.
With the guidance of our supervisor we really enjoyed working on this project as it was a
great learning process with a team’s effort!
4. SHAN & N ATIION AL MASAL AH MIIX COMPARIISON
SHAN & N AT ON AL MASAL AH M X COMPAR SON
Problem Statement
This research is based on the five tested and validated constituents of brand equity. The current
issue contains the brand image/equity and marketing mix of Recipe Masalah Mix.
Objective of Research
To identify the market leader in Recipe Masalah Mix and its benefits
To examine the most successful Recipe Masalah
To compare the Brand image, Brand loyalty and brand usage of Shan & National
To investigate the customer loyalty and satisfaction with brand
Target Population
Females of age 18 to 54 years.
Sampling Technique
“Random Sampling" technique was used in this project.
Sample Size
The sample size for this study is 80 and all of them belong to different areas of Karachi and they
included only those people who use Recipe Masalah Mix.
Hypothesis
Shan is the market leader in recipe Masalah Mix industry with strong brand image and
brand usage.
Biryani Recipe Masalah has more usage rate than other recipe Masalah.
Interviewing Methodology
Close ended Questionnaire.
5. Brand Tracking Survey
Brand Awareness
1) When do you hear the word “Recipe Mix Masalah” which brands can you easily recalls?
Recall
S. No. Brand Frequency Percentage
1 Shan 37 46.3%
2 National 10 12.5%
3 Both 33 41.3%
Total 80
Comments:
46.3% customers can recall Shan more easily as compare to National 12.5%, but 41.3% customers
can recall Shan and National both.
2) Which of the following promotional campaigns of our product are you aware of?
Awareness
S. No. Media Frequency Percentage
1 TV Ads 64 80.0%
2 Newspapers 6 7.5%
3 Others 10 12.5%
Total 80
Comments:
TV advertisement is more effective and powerful tool of communication with 80% as compare to
newspaper 7.5% and other communication tools include point of Sale, Discounts etc is 12.5%.
6. Brand Usage
3) Which Brand of Recipe Mix Masalah do you use most?
Brand Usage
S. No. Brand Frequency Percentage
1 Shan 55 68.8%
2 National 23 28.8%
3 Both 2 2.5%
Total 80
Comments:
68.8% people are user of Shan and 28.8% of National, only 2.5% uses both.
4) Your average usage per month?
Average Usage
S. No. Month Frequency Percentage
1 0-2 25 31.3%
2 3-5 30 37.5%
3 6 or more 25 31.3%
Total 80
Comments:
37.5% customers are medium user of packet Masalah, 31% are light user and 31% are heavy user of
packet masalah.
7. 5) How often do you use?
Consumption
S. No. Time Period Frequency Percentage
1 5 Days 25 31.3%
2 Weekly 30 37.5%
3 Bi-Weekly 13 16.3%
4 Monthly 12 15.0%
Total 80
Comments:
31.3% people use a Packet Masalah within 5 days, 37.5% weekly, 16.3% bi-weekly and 15% monthly.
6) Which Product you use most?
Product Category
S. No. Product Frequency Percentage
1 Biryani 41 51.2%
2 Qorma 14 17.1%
3 Nihari 10 12.2%
4 Karahi 9 11.4%
5 Other 7 8.1%
Total 80
Comments:
Biryani Masalah is number one with the usage rate 51.2%, Qorma on 2nd with 17.1%, Nihari on 3rd
with 12.2%, Karahi on 4th with 11.4%, and usage of other Masalah is 8.1%.
8. 7) How long have your been using?
Usage History
S. No. Year Frequency Percentage
1 1 to 2 6 7.5%
2 3 to 4 8 10.0%
3 More than 4 66 82.5%
Total 80
Comments:
82.5% customer is regular user of packet masalah using since more than 4 years and 10% since three
to four years whereas 7.5% are new user using since 1 to 2 years.
9. Brand Judgment
8) What is your loyalty with your Brand?
Loyalty
S. No. Option Frequency Percentage
1 I would recommend to others. 57 71.3%
2 I would re-purchase in future. 18 22.5%
3 I would switch to other brand. 5 6.3%
Total 80
Comments:
71.3% customer has strong loyalty with their brand and they would recommend packet masalah to
other and 22.5% customers has medium loyalty and they would re-purchase it in future, and only
6.3% has none loyalty and would switch to other brand.
9) Do you use the same brand for all Recipes or different?
Recipes of Brand
S. No. Option Frequency Percentage
1 Same 60 75.0%
2 Different 20 25.0%
Total 80
Comments:
75% customers prefer same brand for all recipe and shows strong loyalty and satisfaction, whereas
25% customers used different brand for different recipe.
10. 10) How is your experience with your brand?
Level of Satisfaction
S. No. Rank Frequency Percentage
1 Highly Satisfied 23 28.8%
2 Satisfied 53 66.3%
3 Dissatisfied 4 5.0%
Total 80
Comments:
28.8% customers are highly satisfied with their brand and 66.3% are medium satisfied with the brand
they use, and only 5% are dissatisfied with their brand.
11) Under what circumstances, would you switch to competitors?
Purchase Intent
S. No. Rank Frequency Percentage
1 Others are offering low prices. 9 11.3%
2 Other is offering better Taste/ Aroma 71 88.8%
Total 80
Comments:
88.8% are quality conscious and would switch to competitor only if they are offering better taste and
aroma because they see the taste and aroma best benefit of packet masalah, whereas only 11.3% of
the customers are price conscious and will switch their brand if competitor offers law prices.
11. Brand Performance
12) What is the most important aspect of Brand?
Features
S. No. Freature Frequency Percentage
1 Price 12 15.0%
2 Taste & Aroma 52 65.0%
3 Availability 10 12.5%
4 Packaging 6 7.5%
Total 80
Comments:
65% Customers prefer Taste & Aroma an important aspect / benefit of their brand, whereas other
prefers Price, Availability and Packaging which is accumulated 35%.
13) What packaging is more appealing?
Packaging
S. No. Packaging Frequency Percentage
1 25 gm 31 38.8%
2 50 gm 30 37.5%
3 Double Pack 19 23.8%
Total 80
Comments:
38.8% customers said that 25gm packaging is more appealing, for 37.5% customer 5gm packaging is
more appealing, and 23.8% suggests that double pack is more appealing.
12. 14) How much times it takes to cook with Packet masalah?
Time Saving
S. No. Time Saving Frequency Percentage
1 Less time 47 58.8%
2 More time 3 3.8%
3 No Effect 30 37.5%
Total 80
Comments:
58.8% customer suggests that packet masalah is less time consuming, 37.5% suggest that there is no
effect on time to cook with packet Masalah for cooking, and only 3.8% suggested that more time
consumed for cooking by packet masalah.
13. Brand Image
15) Which Brand of Recipe Mix Masalah do you consider as the market leader and most
consumed brand?
Successful Brand
S. No. Brand Frequency Percentage
1 Shan 58 72.5%
2 National 17 21.3%
3 Both 5 6.3%
Total 80
Comments:
72.5% customers consider Shan as a market leader for Masalah brand and 21.3% customers
consider National, whereas 6.3% customers consider both Shan and National as market leader.
14. Biographical Data
16) Age in years:
S. No. Year Frequency Percentage
1 Upto 24 18 22.5%
2 25 - 34 48 60.0%
3 35 - 44 10 12.5%
4 45 - 54 4 5.0%
Total 80
17) Marital Status:
S. No. Status Frequency Percentage
1 Single 31 38.8%
2 Married 42 52.5%
3 Prefer not to tell 7 8.8%
Total 80
15. 18) Education Level:
S. No. Education Frequency Percentage
1 Matric 5 6.3%
2 Intermediate 12 15.0%
3 Graduate 43 53.8%
4 Post graduate 20 25.0%
Total 80
19) Gross Monthly Household Income:
S. No. Income Frequency Percentage
1 Rs. 25,000 or less 9 11.3%
2 Rs. 25,000 – 50,000 27 33.8%
3 Rs. 50,000 – 75,000 31 38.8%
4 Rs. 75,000 – 100,000 11 13.8%
5 Above Rs. 100,000 2 2.5%
Total 80
16. 20) Residence:
S. No. Location Frequency Percentage
1 DHA/Clifton 8 10.0%
2 PECHS/Society 3 3.8%
3 Gulshan/Johar 12 15.0%
4 FB Area 9 11.3%
5 Nazimabad & North Area 20 25.0%
6 Old City 2 2.5%
7 Orangi /Korangi/Malir 26 32.5%
Total 80
18. References/Sources
Statistics for Business and Economics, 6th Edition, Paul Newbold, William L Carlson and Betty
Thorne.
Elementary Statistics 5th Edition, Allan G. Bluman.
Shan Foods website: http://www.shanfoods.com.
National Foods website: http://www.nfoods.com.
Internet Search Engine www.google.com.
PAF-KIET site www.pafkiet.edu.pk.
Microsoft Excel Tools.
The End
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