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EXECUTIVE SUMMARY
In today's fast life people hardly have time to sit down at ease and have a hearty breakfast, lunch or dinner leading to various diseases. Heart disease is one of the most dreaded diseases due to improper diet habit. Fortunately people in India especially the urban class consumers have started realizing this fact and have become very careful in what they intake including the cooking oil. This project is about one such brand called Saffola which is claimed to be Heart Friendly oil and prevent heart disease.
Saffola is a thirty five-year-old brand. The project has two phases. First phase is about studying the consumer perception of the brand Saffola. Second phase is about finding out whether Saurav Ganguly would be the right person to endorse the brand Saffola.
Apart the ones mentioned above, the additional research objectives were to find out to whom consumer feels the product is most suited to and who makes the buying decision of cooking oil at home.
The research is carried out by selecting samples of housewives and working mothers of households between Borivali and Andheri. The samples are selected by convenient sampling. The criteria for selecting the respondents are that the respondent should have heard about Saffola and Saurav Ganguly. The survey is carried out with the help of questionnaires. Analysis is done through statistical software SPSS version 10.
In today's fast life people hardly have time to sit down at ease and have a hearty breakfast, lunch or dinner leading to various diseases. Heart disease is one of the most dreaded diseases due to improper diet habit. Fortunately people in India especially the urban class consumers have started realizing this fact and have become very careful in what they intake including the cooking oil. This project is about one such brand called Saffola which is claimed to be Heart Friendly oil and prevent heart disease.
Saffola is a thirty five-year-old brand. The project has two phases. First phase is about studying the consumer perception of the brand Saffola. Second phase is about finding out whether Saurav Ganguly would be the right person to endorse the brand Saffola.
Apart the ones mentioned above, the additional research objectives were to find out to whom consumer feels the product is most suited to and who makes the buying decision of cooking oil at home.
The research is carried out by selecting samples of housewives and working mothers of households between Borivali and Andheri. The samples are selected by convenient sampling. The criteria for selecting the respondents are that the respondent should have heard about Saffola and Saurav Ganguly. The survey is carried out with the help of questionnaires. Analysis is done through statistical software SPSS version 10.
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