Description
MEASURING CUSTOMER SATISFACTION OF MOUNTAIN DEW
Report On
“Measuring Customer Satisfaction of Mountain Dew”
Report On
“Measuring Customer Satisfaction of Mountain Dew”
Submitted By: Name
MD! Saidu" Is"am 'arida ( ter Mit)i"a 'ar*ana Nuru" Is"am +as)fia ,asnim +)an
Id
#$#%&&#&&## #$#%&&#&#%& #$#%&&#&#%% #$#%&&#&&#% #$#%&&#&&&-
Inta e 17th 17th 17th 17th 17th
Section 3 3 3 3 3
Submitted ,o:
Mr! Maniru**aman .ecturer in Mar eting
Bang"ades) /ni0ersity of Business and ,ec)no"ogy 1B/B,2
Date of Submission: 31December, 2011 .etter of ,ransmitta"
31 December, 2011 To Mr. Maniruzzaman Lecturer in Marketing Bangladesh ni!ersit" o# Business $ Technolog" %ub&ect' Submission of Report on “Measuring Customer Satisfaction of Mountain Dew” %ir, (ere )e are submitting our re*ort on +Measuring ,ustomer %atis#action o# Mountain De)-prescribed by you in your course as a part of BBA program. For this Purpose, )e ha!e gone through internet, di##erent books, articles, &ournals, and inter!ie) and class lecture sheets #or the rele!ant in#ormation o# the assigned to*ic. .e are !er" much glad that "ou ha!e gi!en us the o**ortunit" to *re*are this re*ort #or "ou and ho*e that this re*ort )ill meet the standards o# "our &udgment. %incerel" "ours, /ame MD. %aidul 0slam 3arida 4kter Mithila 3arzana /urul 0slam 5ash#ia Tasnim 5han 0d 01021101100 01021101021 01021101022 01021101102 01021101116
7age iii
(C+NO3.4D54M4N,
4t #irst )e desire to e8*ress our dee*est sense o# gratitude o# almight" 4llah. .ith *ro#ound regard )e grate#ull" ackno)ledge our res*ected course teacher, Mr. Maniruzzaman, Lecturer in Marketing, #or his generous hel* and da" to da" suggestion during *re*aration o# the re*ort. .e like to gi!e thanks es*eciall" to our #riends and man" indi!iduals #or their enthusiastic encouragement and hel*s during *re*aration o# this re*ort. 3inall", )e )ould like to sa" that, )e ha!e *re*ared this re*ort #rom our o)n e8*erience $ read" to acce*t our un)illing errors and omission )hich belong to us.
6age i0
,ab"e of Content
1.2
%am*le o# 9uestionnaire
Contents
61 6age
6art &: Introduction
:8ecuti!e %ummar" Background o# the stud" 1.1 %igni#icance o# the stud" 1.2 %co*e o# the stud" 1.3 <b&ecti!es o# the stud" 1.6 Methodolog" o# the stud" 1.= Limitation o# the stud" 1.> 6art 8: Company 6rofi"e Background o# the ,om*an" 2.1 ;ision, Mission, ?oal 2.2 ,om*an" <rganogram 2.3 Marketing mi8 2.6 %.<T anal"sis 2.= 6art 9: ,)eoretica" (spect ,ustomer satis#action 3.1 Measuring satis#action tools 3.2 Marketing mi8 3.3 6art -: (na"ysis < 'indings
;i $ $ $ $ % &# &8 &8 &9 &&: &: &; &% 8# 8%
6art =: Ma>or 'indings 6art :: Conc"usions < Recommendations >.1 ,onclusions >.2 @ecommendations 6art ;: Bib"iograp)y 6art $: (nne7ure 1.1 @a) tableA
9& 9& 99 9=
47ecuti0e Summary
Mountain Dew Bcurrentl" st"lized as M,N DewC is a citrusD#la!ored carbonated so#t drink brand *roduced and o)ned b" 7e*si,o. The original #ormula )as in!ented in the 1260s b" t)o Tennessee be!erage bottlers, Barne" and 4ll" (artman, and )as #irst marketed in Marion, ;4, 5no8!ille and Eohnson ,it", Tennessee. 4 re!ised #ormula )as created b" Bill Bridg#orth in 12=1. The Mountain De) brand and *roduction rights )ere acFuired b" the 7e*siD,ola com*an" in 12>6, at )hich *oint its distribution e8*anded more )idel" across the nited %tates. This
marketing research *a*er aims at e8*loring the #actors used in selecting the de#ault consumer o# mountain de). 4 sur!e" )as conducted among the di##erent aged and *ro#essional *eo*le )ho drink mountain de). %uch as college students, uni!ersit" students, and others. 4 total o# =6 res*ondents )ere inter!ie)ed. 0n anal"zing data, descri*ti!e statistics )ere used. To identi#" the #actors related to the selection o# di##erent consumers, #actors anal"sis )as conducted. Mountain De) targets "oung generation, additional "outh consumers enter the market e!er" "ear, )hich *ro!ides adeFuate consumer base. 3or these decades, changing societal concerns, attitudes, and li#est"les become im*ortant trends that #orce the so#t drink industr"Gs business en!ironment to change. 4lthough 7e*si ,o is no) sold in more than 1>0 countries around the globe, but it still has a )eakness in the international be!erage market because it entered later into this arena than ,oke. 4s it targets the "oung generation tr" to satis#" the customers b" im*ro!ing its *roducts.
6age 0i
6art &: Introduction
&!& Bac ground of t)e study
The so#t drink industr" has a ma&or im*act on customer consum*tion in Bangladesh. %o#t drink is one o# the dominant #ood *roducts. 3or these decades, changing societal concerns, attitudes, and li#est"les become im*ortant trends that #orce the so#t drink
industr"Gs business en!ironment to change 7e*si ,o. is one o# the oldest so#t drink be!erage brands in Bangladesh since 127> and came )ith the colaD#la!ored 7e*si, the clearD#la!ored 7u*, the orangeD#la!ored Mirinda and later introduced the mangoD#la!ored %lice and citrusD#la!ored carbonated so#t drink Mountain De). 0t has man" nutritional !alues. Mountain De) targets "oung generation, additional "outh consumers enter the market e!er" "ear, )hich *ro!ides mountain de) adeFuate consumer base.
&!8 Significance of t)e study
The signi#icance o# this re*ort aims at e8*loring the #actors used in selecting the de#ault consumer o# mountain de). 4 sur!e" )as conducted among the di##erent aged and *ro#essional *eo*le )ho drink mountain de). %uch as college students, uni!ersit" students, and others. 4 total o# =6 res*ondents )ere inter!ie)ed. To identi#" the #actors related to the selection o# di##erent consumers, #actors anal"sis )as conducted. @esults sho) that the #actors a##ecting the selection o# di##erent consumers are a *rice, a!ailabilit", ad!ertisement. The reasons could be attributed to the income le!el o# the customers or their *ro#ession and ad!ertisement cam*ing o# the sellers.
&!9 Scope of t)e study
This re*ort is )ritten based u*on the so#t drink industr" 7e*si ,o. But basicall" and more s*eci#icall" it is based u*on Mountain De). 3rom this, )e studied on customer satis#action to)ards mountain de). Through the sur!e" )e &ust tr" to #ind out the attitude to)ards mountain de) in the so#t drink industr" o# Bangladesh
&!- Ob>ecti0es of t)e study
Broad ob>ecti0es: The broad ob&ecti!e o# the stud" is to measure the customerGs satis#action to)ards mountain de).1 Specific ob>ecti0es: The s*eci#ic ob&ecti!es o# the stud" are to'
4. Measure the le!el o# customer satis#action )ith the di##erent kind o# so#t drink and Mountain de). B. 3ind out customer choice *attern. ,. ,ustomer desire and satis#action le!el.
D. To #ind out the customer *re#erence #or this brand
Page 8
&!= Met)odo"ogy of t)e study
The *resent stud" is to measure the customer satis#action le!el to)ards mountain de). This stud" e8amines the satis#action le!el to a !ariet" o# #actors. ,ypes of Researc) To determine the customer satis#action le!el )e use Descri*ti!e research in order to #ind out the customer *re#erence #or this brand and their characteristics. Sources of data This stud" is based on both *rimar" and secondar" data. • 6rimary data' %tructured Fuestionnaire has been used to get data to understand customerGs attitudes $ beha!ior to)ards so#t drinks on mountain de). The res*ondents )ere chosen randoml" in res*ect o# di##erent so#t drinks the" *re#er to use. Secondary data' To collect in#ormation )e search internet, read ne)s *a*er, and utilize *ersonal obser!ations.
•
Data co""ection procedure .e ha!e collected data directl" #rom the customers. 3or this )e set Fuestionnaire. 0n the Fuestionnaire, )e )anted to kno) customers e!aluation about the di##erent #actors and ho) strongl" the" belie!e these. ?uestionnaire 3or data collection methods )e *re*ared a set o# Fuestionnaire and the Fuestionnaire )as close ended in order to collect data #rom customer )ho consume drinks on regular basis or occasionall". Samp"ing p"an 4t *resent, there are man" so#t drinks in Bangladesh. The" are ,oca cola, %*rite, 7 *, Mirinda. .e ha!e selected Mountain De). There#ore, the res*ondents ha!e cited about di##erent #actors or attributes in!ol!ed in so#t drink through the Fuestionnaire. .e ha!e choose res*ondents students, ser!ice holder, "oungsters among 17 to 36 like teenagers, middle age, Bin terms o# ageC, Male, 3emale Bin terms o# genderC #or our con!enience. 6opu"ation: .e ha!e classi#ied the *o*ulation as customer as mountain de) de#ines their target market is consisted o# "oung and energetic *eo*le. %o )e de#ine our *o*ulation as +4ll the students )ho are stud"ing in B BT- and other these "oungsters )e selected the age range #rom 17 to 36 "ears old. 6age % •
• • • •
Samp"e e"ement: <ur sam*le element is the indi!idual customer Samp"ing frame' /o )ell structured sam*ling #rame )as #ound. Samp"ing met)od: <ur sam*ling method is +/onD7robabilit" ,on!enience sam*lingSamp"e si*e
.e ha!e selected a sam*le o# =6 res*ondents b" assigning the #ollo)ing male $ #emale. ,ype of user Male 3emale Total No of user 63 11 =6
&!: .imitation
• /o *re!ious research re*ort )as a!ailable on Mountain De) and that )as the limitation on our literature re!ie). • • /o sam*ling #rame )as a!ailable so )e )ere not able to use 7robabilit" %am*ling techniFues in our research <ur budget )as limited as it is an academic research.
6age &#
6art 8: Company 6rofi"e
8!& Bac ground of t)e company
7e*si,o Bherein re#erred to as the H7arent ,om*an"GC )as #ounded in 12>= !ia the merger o# t)o ma&or cor*orations, 7e*siD,ola and 3rito La". %ubseFuentl" in 1221, Tro*icana )as acFuired to add the #amil" o# brands under 7e*si,o. 0n 2001, the 7arent ,om*an" made "et another bold ste* in the merger )ith The 9uaker <ats ,om*an", )hich also then included the ?atorade ,om*an". /ot)ithstanding the 7arent ,om*an" being relati!el" "oung, se!eral o# the brand names under the 7e*si,o umbrella ha!e been in e8istence #or o!er 100 "ears. Through the multi*le brand acFuisitions and de!elo*ments 7e*si,o is no) a leading conglomerate o)ning signi#icant market control and brand eFuit" in consumer con!enience #oods and be!erages. +7e*si,o brands are a!ailable in nearl" 200 countries and territories and generate sales at the retail le!el o# about I22 billion-. %ales !olumes are measured on the retail le!el to sho) success o# the manu#acturing due to the 7arent ,om*an" utilizing a *ull strateg" #or its multi*le di!isions and *roduct lines )ith a combination o# a *ush strateg". The current headFuarters are located in 7urchase, /e) Jork. 0n Bangladesh 7e*si is manu#actured b" Transcom Bangladesh limited. The com*an" is the e8clusi!e 7e*si,o 3ranchisee #or Bangladesh. Transcom Bangladesh Limited committed to deli!ering sustained gro)th in Bangladesh and mo!e to)ards dominant Be!erage ,om*an", delighting $ nourishing e!er" Bangladeshi, b" best meeting their e!er"da" be!erages needs.
8!8 @isionA Mission and 5oa"
@ision • 7e*si,oKs res*onsibilit" is to continuall" im*ro!e all as*ects o# the )orld in )hich the" o*erate D en!ironment, social, economic D creating a better tomorro) than toda".
• •
The !ision is *ut into action through *rograms and a #ocus on en!ironmental ste)ardshi*, acti!ities to bene#it societ". 4 commitment to build shareholder !alue b" making 7e*si,o a trul" sustainable com*an".
6age &8
Mission The mission is to be the )orldKs *remier consumer *roducts. ,om*an" #ocused on con!enient #oods and be!erages. .e seek to *roduce #inancial re)ards to in!estors as )e *ro!ide o**ortunities #or gro)th and enrichment to our em*lo"ees, our business *artners and the communities in )hich )e o*erate. 4nd in e!er"thing )e do, )e stri!e #or honest", #airness and integrit". 5oa" • 4t 7e*si,o, committed to achie!ing business and #inancial success )hile lea!ing a *ositi!e im*rint on societ" D deli!ering )hat )e call Performance with Purpose. • <ur a**roach to su*erior #inancial *er#ormance is straight#or)ard D dri!e shareholder !alue. • B" addressing social and en!ironmental issues, )e also deli!er on our *ur*ose agenda, )hich consists o# human, en!ironmental, and talent sustainabilit".
8!9 Company Organogram
The hierarch" o# 7e*si ,om*an" is as #ollo)s'
,hairman Board o# go!ernors ;ice ,hairman and chie# o*erating o##icer :8ecuti!e ;ice 7residents %enior ;ice 7residents
;ice 7residents
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8!- Mar eting Mi7
The Marketing Mi8 Balso kno)n as the 6 7KsC can be used b" marketers as a tool to assist in de#ining the marketing strateg". Marketing managers use this method to attem*t to generate the o*timal res*onse in the target market b" blending 6 !ariables in an o*timal )a". 0t is im*ortant to understand that the Marketing Mi8 *rinci*les are controllable !ariables. The Marketing Mi8 can be ad&usted on a #reFuent basis to meet the changing needs o# the target grou*. The #our 7Ks o# the marketing mi8 o# 7e*si ,o' • • • • 7roduct 7rice 7lace BdistributionC 7romotion
6roduct: 7e*si o##ers di##erent s)eet and #la!ored cola in our countr". 0t #reFuentl" changes its taste. 0t has t)o di##erent cola #la!or 7e*si one is normal cola and diet 7e*si. 0t has man" nutritional !alues. 0t also ser!es di##erent t"*e o# be!erage like • • • • 7 7 Mirinda, %lice, and Mountain De).
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6rice: The ,om*an" al)a"s tries to kee* a standard *rice o# 7e*si bottles. 0t also includes • discounts, • allo)ances, • %easonal *ricing • 7rice #le8ibilit" • 7rice discrimination
• •
credit terms and 7a"ment *eriod #or the stores and @estaurants.
7e*si ,o. enhances its *rice com*etition ca*abilit" through creating bundle #ree o##ers to the restaurants and con!enience stores. 6"ace: 0t has a strong distribution channel to distribute its *roducts. The" make eas" to get and a!ailable to the customer e!er")here through their e8*ert distributors. Their trans*ort #acilities, channels o# distribution, co!erage area, etc. are maintained !er" secure. There#ore, 7e*si ,o. assigns its distribution model based on the #ollo)ing #actors. These are' • Market co!erage Binclusi!e, selecti!e, or e8clusi!e distributionC • %*eci#ic channel members • 0n!entor" management • .arehousing • <rder *rocessing • Trans*ortation 6romotion' 0t #reFuentl" ad!ertises its *roducts through mass media. :!er" da" in T; and ne)s*a*er, )e see di##erent ad!ertisements o# its *roducts )ith man" t"*es o# slogans such as K7e*si khao game change kore DaoK Bchange the gameC etc. The" also ad!ertise its *roducts in social net)orks. 0n addition, 7e*si as )ell makes some e!ents such as • • • 7e*si Fuiz to *romote its *roducts. 6age &= The usage o# color#ul *osters is also used to create a)areness o# the *roducts that 7e*si,o o##ers. Mostl" creates sales *romotion, ad!ertising, sales #orce, *ublic relations, direct marketing, etc.
8!= S3O, (na"ysis
The %.<T anal"sis o# the 7e*si ,o. to)ards Mountain De)
Strengt)
• • • • MultiDdimensional organization 4**ealing to "oung generation (igh Brand 0mage .ellDestablish management
3ea ness
• More com*etitions in so#t drinks market. • (ard to enter markets occu*ied b" ,ocaD,ola • Lack o# no!elt" in ad!ertising
Opportunities
• • • • ?lobal markets 4dditional Jouth ,onsumers entering the market .ide market in Bangladesh. %trongest and biggest e8isting distribution channel
,)reats
• • • • (ealth ,onscious ,onsumer Trends More substitutes 7e*si has to com*ete )ith the e8isting re*uted com*anies 7olitical instabilit"
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6art: 9 ,)eoretica" (spects
9!& Customer Satisfaction
%atis#action is a *ersonGs #eelings o# *leasure or disa**ointment resulting #rom com*aring a *roductGs *ercei!ed *er#ormance Bor outcomeC )ith the *er#ormance he e8*ects o# it. ,om*lete customer satis#action is achie!ed b" understanding customer reFuirements and deli!ering su*erior Fualit" goods and ser!ices Determinants of Customer Satisfaction • Bu"ing decisions based on &udgments #ormed about the !alue o# marketing o##ers • ,ustomer e8*ectations based on *ast bu"ing e8*eriences • Toda"Gs most success#ul com*anies raising e8*ectations and deli!ering *er#ormance to match. ,ota" Customer Satisfaction %atis#action is a #unction o# *roduct *ercei!ed 7er#ormance $ e8*ectation • • • 0# 7er#ormance is less than :8*ectation than customer is dissatis#ied 0# 7er#ormance is eFual to :8*ectation than ,ustomer is %atis#ied 0# 7er#ormance is greater than :8*ectation than ,ustomer is delighted
(ighl" %atis#ied ,ustomers ? %ta"s Bu"er Longer ? Bu"s More ? Talks 3a!orabl" about 7roducts ? <##ers 0deas ? ,osts Less than /e) ,ustomer
9!8 Measuring Satisfaction too"
Tools #or measuring ,ustomers satis#action • Comp"aints and suggestions systems' 4 customerDcentered organization makes it eas" #or customers to register suggestions and com*laints. ,om*anies are also using .eb sites and eDmail #or Fuick, t)oD)a" communication. Customers satisfaction sur0eys: %tudies sho) that although customer are dissatis#ied )ith on out o# e!er" #our *urchases, less than = *ercent )ill com*lain. Most customers )ill bu" less or s)itch su**liers. @es*onsi!e com*anies measure customer satis#action directl" b" conducting *eriodic sur!e"s. 6age &$ .hile collecting customer satis#action data, it is also use#ul to ask additional Fuestions to measure re*urchase intention. 5)ost s)opping: ,om*anies can hire *eo*le to *ose as *otential bu"ers to re*ort on strong and )eak *oints e8*erienced in bu"ing the com*an"Gs and com*etitors H*roducts. These m"ster" sho**ers can e!en test ho) the com*an"Gs sales *ersonnel handle !arious situations. .ost customers ana"ysis: ,om*anies should contact customers )ho ha!e sto**ed bu"ing or )ho ha!e s)itched to another su**lier to learn )h" this ha**ened. /ot onl" is it im*ortant to conduct e8it inter!ie)s )hen customers #irst sto* bu"ingL it is also necessar" to monitor the customer loss rate.
•
•
•
9!9 Mar eting Mi7
Marketing mi8 is the set o# controllable tactical marketing toolsD *roduct, *rice, *lace and *romotion that the #irm blends to *roduce the res*onse it )ants in the target market. Marketing decisions generall" #all into the #ollo)ing #our controllable categories'
• • • •
7roduct 7rice 7lace BdistributionC 7romotion
7roduct
7rice
Target customer 7romotion 7lace
6roduct The term M*roductM re#ers to tangible, *h"sical *roducts as )ell as ser!ices. (ere are some e8am*les o# the *roduct decisions to be made'
• • • • • • • • •
Brand name 3unctionalit" %t"ling 9ualit" %a#et" 7ackaging @e*airs and %u**ort .arrant" 4ccessories and ser!ice
6rice 7rice is the amount o# mone" charged #or a *roduct or ser!ice %ome e8am*les o# *ricing decisions to be made include'
• • • • • • • •
7ricing strateg" Bskim, *enetration, etc.C %uggested retail *rice ;olume discounts and )holesale *ricing ,ash and earl" *a"ment discounts %easonal *ricing Bundling 7rice #le8ibilit" 7rice discrimination
Distribution 16"ace2
Distribution is about getting the *roducts to the customer. %ome e8am*les o# distribution decisions include'
• • • • • • • • •
Distribution channels Market co!erage Binclusi!e, selecti!e, or e8clusi!e distributionC %*eci#ic channel members 0n!entor" management .arehousing Distribution centers <rder *rocessing Trans*ortation @e!erse logistics
6romotion 0n the conte8t o# the marketing mi8, *romotion re*resents the !arious as*ects o# marketing communication, that is, the communication o# in#ormation about the *roduct )ith the goal o# generating a *ositi!e customer res*onse. Marketing communication decisions include' *romotional strateg", ad!ertising, *ersonal selling $ sales #orce, sales *romotions, *ublic relations $ *ublicit", marketing communications budget. 6age 8#
6art -: (na"ysis < 'indings
(na"ysis
Descripti0e (na"ysis %e*arate anal"sis o# each Fuestion 1. ?ender
2nd Qtr 3rd Qtr
20%
80%
3indings' #rom the table it is seen that out o# =6 res*ondents, 72.>N male and 20.6N #emale. %o it can be said that the user ratio o# male is greater then #emale user ratio. 2. 4ge rangeO
"st Qtr
2nd Qtr !% 32% !%
3rd Qtr
3indings' the most so#t drink consumer age range is 20D2= "ears. These age ranges consume at least =2.3N so#t drinks. 3. <ccu*ationsO
"8% 2nd Qtr 82% 3rd Qtr
3indings' the table sho)s that student consume 13.3N and others 1>.7N so#t drinks.
6age 88
6. Do "ou drink so#t drinkO
2nd Qtr $th Qtr
2#% #3%
3indings' the total res*ondents are =6. (ere 2>.3N res*ondents said "es that means the" drink so#t drink. =. 0# "es, )hich so#t drinks "ou drinkO
"st Qtr
2nd Qtr
3rd Qtr #% 22%
$th Qtr
th Qtr
3!% 2$%
8%
3indings' #rom the table )e get the in#ormation that *eo*le drink mountain de) 31.2N. This table sho)s the high *osition o# mountain de).
>. .hat t"*e o# so#t drinks "ou likeO
"st Qtr 3rd Qtr
28% #2%
3indings' the table sho) carbonated drinks 72.2N. Most o# the *eo*le like carbonated so#t drinks. 7. 0s mountain de) readil" a!ailableO
"st Qtr $th Qtr
0%
0%
3indings' most o# the res*ondents sa" "es and its a!ailabilit" >3N. 1. 4d!ertising in#luence "ou to drink so#t drinkO
2nd Qtr
3rd Qtr
22% #8%
3indings' most o# the res*ondents sa" "es. The ratio is 77.1N. 2. .hich drink gi!e "ou more !alueO
"st Qtr 2nd Qtr 3rd Qtr $th Qtr
"3% "!% 2%% $2%
3indings' Most o# the customers get more !alue #rom mountain de) its ratio is 62.>N.
6age 8-
10. .hich one do "ou *re#er mostO
"st Qtr ""% #% 2nd Qtr 3rd Qtr 32%
3indings' the table sho)s most o# the customers *re#er glass bottle. 0tGs ratio =7.6N 11. Do "ou kno) mountain de) is a!ailable in man" FuantitiesO
"st Qtr $3%
$th Qtr
#%
3indings' most o# the res*ondents kno) it has man" Fuantities. 12. .hich Fuantit" do "ou *re#er mostO
2nd Qtr 3rd Qtr #% $"% 2% $th Qtr
3indings' this table sho) that most o# the *eo*le like 2=0ml. =1.2N res*ondent like this. 13. .hich *rice do "ou *re#er mostO
2nd Qtr !% 32% !% 3rd Qtr $th Qtr
3indings' =2.3N res*ondent like tk1= as a *rice. 16. .hich is "our o*inion o# the brandO
"st Qtr
2nd Qtr ""% 2%
3rd Qtr
$th Qtr
22% % %
3indings' the table sho) that most o# the res*ondent >6.1N comment the mountain de) is good. 1=. .hat is "our monthl" consum*tionO
"st Qtr !% 2nd Qtr "2% 2#% 2% 3rd Qtr $th Qtr
3indings' the table sho) =0N res*ondent consume 3 liter *er month. 1>. .hen "ou are outside the home, )hat "ou like most to drinkO
2nd Qtr $th Qtr
2%% #$%
3indings' 76.1N res*ondent like so#t drink )hen the" are out side the home.
6age 8:
17. .hen "ou do not get the desired so#t drinks, )hich alternati!e "ou *urchaseO
"st Qtr 2nd Qtr 3rd Qtr $th Qtr
3!% ""%
33% "#%
3indings' this #igure sho) 31.2N res*ondent *urchase mountain de) as a alternati!es. 11. .hat do "ou about the *roduct mountain de)O
"st Qtr 2nd Qtr 3rd Qtr
#%
3#%
%%
3indings' ==.>N res*ondent said that mountain de) is a!erage in the market. 12. .here do "ou #irst kno) about the mountain de)O
"st Qtr 2nd Qtr 3rd Qtr
22% %% #2%
3indings' 72.2N res*ondent said that the" #irst kno) the mountain de) in T;.
6art =: Ma>or 'indings
• • • • • •
4s Mountain De) is a ne) brand o# a 7e*si has Fuite less Fualit" than the other so#t drinks. The Mountain De) has insu##icient ad!ertisement acti!ities 0t does not *ro*erl" segment their customers b" !arious as*ects to reach their o##er to the e!er" le!el o# *ersons. The intended message not that much clear )hat it should be to a)are customer (a!e not gi!en an" lo"alt" to the customer *re#erence and e8*ectations Mountain de) gi!es less em*hasis on targeting the rural customers
6age 8%
6art :: Conc"usion < Recommendations
:!& Conc"usion <ur sur!e" *a*er is *re*ared )ith a little sam*ling so )e can not sa" that it is more rigors. <ur *a*er is accurate #or the =6 sam*ling. (ere )e see that male res*ondents are more than #emale. .e ha!e chosen this to*ic because o# our interest about Mountain De). 0ncreased demand, economic de!elo*ment and changed li#e st"le ha!e resulted in a great increase in the change the *eo*les mind and their demand #or bu"ing beha!ior. Mountain de) consum*tion is still also increasing da" b" da". <ld Brand and ne) *roducts o# 7e*si ,o. increase all o!er the )orld. %tatistics sho) that ma&orit" o# the *eo*le usuall" *re#er 7e*si *roduct more than ne) branded *roduct e!en it charge lo) *rice. 0n Bangladesh, *o*ulation gro)th has been seen as a ma&or #actor, but no one looks at the gro)th o# drinking is also increasing, )hich has increased tremendousl" o!er the last thirt" "ears. Moreo!er #rom the organization *oint o# !ie), this research )ill be !aluable because the organization )ill be able to kno) about the res*onses o# the customers. :!8 Recommendation: • • • • • • Mountain de) should im*ro!e their *roduct Fualit" more as *er customer )ants. %hould assure the customer that the *romise is real, not &ust #or *romotional acti!ities. %hould segment their customers b" !arious as*ects to reach their o##er to the e!er" le!el o# *ersons. The intended message should be clear so that customer can be a)are about the terms and conditions to the o##er. %hould gi!e lo"alt" to the customer *re#erence and e8*ectations. More marketing cam*aign targeting rural consumers
6age 9&
6art ;: Bib"iograp)y
5otler, 7hili*., 5eller, 5e!in Lane., 5osh", 4braham $ Eha, Reference Boo 3ebsites Mithilesh)ar, Marketing Management, 13th edition, /e) Delhi 110022, Dorling 5indersle" B0ndiaC 7!t. Ltd. 2002 htt*'AA mountainde).comA ))).*e*sico.comA ))).google.com
6age 99
6art $: (nne7ure
Table 1
Se7 3reFuenc" ;alid Male 3emale Total 63 11 =6 7ercent 72.> 20.6 100.0 ;alid 7ercent 72.> 20.6 100.0 ,umulati!e 7ercent 72.> 100.0
3indings' #rom the table it is seen that out o# =6 res*ondents, 72.>N male and 20.6N #emale. %o it can be said that the user ratio o# male is greater then #emale user ratio. Table 2' 4ge range
(ge 3reFuenc" ;alid 1=D20"ears 20D2="ears 2=D30"ears Total 17 32 = =6 7ercent 31.= =2.3 2.3 100.0 ;alid 7ercent 31.= =2.3 2.3 100.0 ,umulati!e 7ercent 31.= 20.7 100.0
3indings' the most so#t drink consumer age range is 20D2= "ears. These age ranges consume at least =2.3N so#t drinks. Table 3' <ccu*ation'
Occupation 3reFuenc" ;alid %tudent <thers Total 6= 2 =6 7ercent 13.3 1>.7 100.0 ;alid 7ercent 13.3 1>.7 100.0 ,umulati!e 7ercent 13.3 100.0
3indings' the table sho)s that student consume 13.3N and others 1>.7N so#t drinks.
6age 9=
Table 6'
Do you drin soft drin s 3reFuenc" ;alid "es no Total =2 2 =6 7ercent 2>.3 3.7 100.0 ;alid 7ercent 2>.3 3.7 100.0 ,umulati!e 7ercent 2>.3 100.0
3indings' the total res*ondents are =6. (ere 2>.3N res*ondents said "es that means the" drink so#t drink. Table =' 0# "es )hich so#t drinks "ou drinksO
3)ic) soft drin 3reFuenc" ;alid 7u* mo&o coco colla mountain de) *e*si Total 12 6 13 21 6 =6 7ercent 22.2 7.6 26.1 31.2 7.6 100.0 ;alid 7ercent 22.2 7.6 26.1 31.2 7.6 100.0 ,umulati!e 7ercent 22.2 22.> =3.7 22.> 100.0
3indings' #rom the table )e get the in#ormation that *eo*le drink mountain de) 31.2N. This table sho)s the high *osition o# mountain de). Table >' .hat t"*e o# so#t drink "ou likeO
3)at type of soft drin you "i e 3reFuenc" ;alid carbonated drinks so#t drinks Total 32 1= =6 7ercent 72.2 27.1 100.0 ;alid 7ercent 72.2 27.1 100.0 ,umulati!e 7ercent 72.2 100.0
3indings' the table sho) carbonated drinks 72.2N. Most o# the *eo*le like carbonated so#t drinks.
Table 7' 0s mountain de) readil" a!ailableO
mountain de) readil" a!ailable
3reFuenc" ;alid "es no Total 36 20 =6 7ercent >3.0 37.0 100.0 ;alid 7ercent >3.0 37.0 100.0 ,umulati!e 7ercent >3.0 100.0
3indings' most o# the res*ondents sa" "es and its a!ailabilit" >3N. Table 1' 4d!ertising in#luence "ou to drink mountain de)O
(dd 3reFuenc" ;alid "es no Total 62 12 =6 7ercent 77.1 22.2 100.0 ;alid 7ercent 77.1 22.2 100.0 ,umulati!e 7ercent 77.1 100.0
3indings' most o# the res*ondents sa" "es. The ratio is 77.1N. Table 2' .hich drink gi!e "ou more !alueO
@a"ue 3reFuenc" ;alid 7u* mountain de) coca cola 7e*si Total 10 23 16 7 =6 7ercent 11.= 62.> 2=.2 13.0 100.0 ;alid 7ercent 11.= 62.> 2=.2 13.0 100.0 ,umulati!e 7ercent 11.= >1.1 17.0 100.0
3indings' Most o# the customers get more !alue #rom mountain de) its ratio is 62.>N. Table 10' .hich one do "ou *re#er mostO
6refer 3reFuenc" ;alid *et bottle glass bottle tetra *ack Total 17 31 > =6 7ercent 31.= =7.6 11.1 100.0 ;alid 7ercent 31.= =7.6 11.1 100.0 ,umulati!e 7ercent 31.= 11.2 100.0
3indings' the table sho)s most o# the customers *re#er glass bottle. 0tGs ratio =7.6N. Table 11'
Do "ou kno) mountain de) is a!ailable in man" FuantitiesO
?uantity 3reFuenc" ;alid "es no Total 31 23 =6 7ercent =7.6 62.> 100.0 ;alid 7ercent =7.6 62.> 100.0 ,umulati!e 7ercent =7.6 100.0
3indings' most o# the res*ondents kno) it has man" Fuantities. Table12' .hich Fuantit" do "ou *re#er mostO
?uantity prefer most 3reFuenc" ;alid 200ml 2=0ml =00ml Total 22 21 6 =6 7ercent 60.7 =1.2 7.6 100.0 ;alid 7ercent 60.7 =1.2 7.6 100.0 ,umulati!e 7ercent 60.7 22.> 100.0
3indings' this table sho) that most o# the *eo*le like 2=0ml. =1.2N res*ondent like this. Table 13' .hich *rice do "ou *re#er mostO
6rice 3reFuenc" ;alid 1=tk 20tk 3=tk Total 32 17 = =6 7ercent =2.3 31.= 2.3 100.0 ;alid 7ercent =2.3 31.= 2.3 100.0 ,umulati!e 7ercent =2.3 20.7 100.0
3indings' =2.3N res*ondent like tk1= as a *rice. Table 16' .hat is "our o*inion o# the brandO
Opinion 3reFuenc" ;alid e8cellent good #air *oor Total 12 3= > 1 =6 7ercent 22.2 >6.1 11.1 1.2 100.0 ;alid 7ercent 22.2 >6.1 11.1 1.2 100.0 ,umulati!e 7ercent 22.2 17.0 21.1 100.0
3indings' the table sho) that most o# the res*ondent >6.1N comment the mountain de) is good. Table 1=' .hat is "our monthl" consum*tionO
Consumption 3reFuenc" ;alid 3liter =liter 7liter 10 or abo!e Total 27 16 = 1 =6 7ercent =0.0 2=.2 2.3 16.1 100.0 ;alid 7ercent =0.0 2=.2 2.3 16.1 100.0 ,umulati!e 7ercent =0.0 7=.2 1=.2 100.0
3indings' the table sho) =0N res*ondent consume 3 liter *er month.
Table 1>' .hen "ou are outside the home, )hat "ou like most to drinkO
Outside t)e )ome 3reFuenc" ;alid )ater so#t drinks Total 16 60 =6 7ercent 2=.2 76.1 100.0 ;alid 7ercent 2=.2 76.1 100.0 ,umulati!e 7ercent 2=.2 100.0
3indings' 76.1N res*ondent like so#t drink )hen the" are out side the home. Table 17' .hen "ou do not get the desire, )hich alternati!es "ou *urchaseO
("ternati0e 3reFuenc" ;alid 7u* s*rite mo&o mountain de) Total 11 2 > 21 =6 7ercent 33.3 1>.7 11.1 31.2 100.0 ;alid 7ercent 33.3 1>.7 11.1 31.2 100.0 ,umulati!e 7ercent 33.3 =0.0 >1.1 100.0
3indings' this #igure sho) 31.2N res*ondent *urchase mountain de) as a alternati!es. Table 11' .hat do "ou think about the *roduct mountain de)O
(bout mountain dew ,umulati!e 3reFuenc" ;alid it is the best on the market it is the )orst in the market Total 20 6 =6 it is the a!erage on the market 30 7ercent 37.0 ==.> 7.6 100.0 ;alid 7ercent 37.0 ==.> 7.6 100.0 7ercent 37.0 22.> 100.0
3indings' ==.>N res*ondent said that mountain de) is a!erage in the market.
6age -#
Table 12' .here do "ou #irst kno) about the mountain de)O
'irst now ,umulati!e 3reFuenc" ;alid T; ne)s *a*er others Total 32 3 12 =6 7ercent 72.2 =.> 22.2 100.0 ;alid 7ercent 72.2 =.> 22.2 100.0 7ercent 72.2 77.1 100.0
3indings' 72.2N res*ondent said that the" #irst kno) the mountain de) in T;.
$!8 Samp"e of ?uestionnaire
QUESTIONNAIRE On
Customer Satisfaction of Mountain Dew
9uestionnaire' Dear res*ondent, .e are a student o# BB4 *rogram in Bangladesh ni!ersit" o# Business $ Technolog" BB BTC. .e )ere assigned to *re*are a re*ort on HMeasuring customer satis#action on mountain de)G. This is a *artial #ul#illment o# our stud". 4s a result, some in#ormation )ould be needed #rom "ou. 0t is assured that all the in#ormation )ill kee* con#idential and solel" use in this re*ort onl". 4n" in#ormation *ro!ided )ould be used onl" #or academic *ur*ose and ke*t con#idential.
:8*ress "our o*inion b" gi!ing BPC marks. Jou ma" choose more then one o*tion )here necessar".
1. /ame ' DDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDD 2. 4ge ' "ears
41
10D1="ears
1=D20"ears
20D2="ears
2=D30"ears
abo!e 30
Page
3. %e8 '
male
#emale
6. <ccu*ation ' DDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDD =. Do "ou drink %o#t DrinksO >. 0# "es, )hich %o#t DrinksO ** *e*si 7. .hich so#t drink u likeO 1. ,arbonated drinks "es no Jes /o 3ruit Drinks "es 7u* no mo&o coca colla mountain de)
0s mountain de) readil" a!ailableO
2. Do "ou think ad!ertising in#luence "ou to drink mountain de) O
10. .hich drink gi!e "ou more !alueO *e*si
7u*
mountain de)
coca colla
11. Do "ou kno) mountain de) is a!ailable in man" *ackages O 12. .hich *ackages do u *re#er most O 7et bottle
Jes
/o Tetra *ack no
?lass bottle "es
13. Do "ou kno) mountain de) is a!ailable in much Fuantit"O 16. .hich Fuantit" do "ou *re#er mostO 1=. .hich *rice do "ou *re#er most O 1>. .hat is "our o*inion o# the brandO 17. .hat is "our monthl" consum*tion O 200ml 12 tk =00ml 21 tk =0 tk ?ood = liter
1000ml
:8cellent 3 liter
#air 7 liter )ater
*oor 10 or abo!e so#t drink 7u*
11. .hen "ou are outside the home , )hat "ou like most to drink O
12. .hen "ou do not get "our desire so#t drink, )hich alternati!es "ou *urchaseO s*rit mo&o mountain de) itGs the best on the market
20. .hat do "ou think about *roduct mountain de)O the a!erage on the market
itGs
itGs the )orst in the market . T! ne)s *a*ers billDboard
21. .here do #irst kno) about the mountain de) O others
22. 4n" recommendation , suggestion , "ou )ant to gi!e #or mountain de) #or betterment o# *roduct DDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDD DDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDD DDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDD DDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDD
Thank "ou #or "our kind coDordination %ur!e"or %ignature' DDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDD Date' DDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDD ,ontact' DDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDD
doc_410684189.doc
MEASURING CUSTOMER SATISFACTION OF MOUNTAIN DEW
Report On
“Measuring Customer Satisfaction of Mountain Dew”
Report On
“Measuring Customer Satisfaction of Mountain Dew”
Submitted By: Name
MD! Saidu" Is"am 'arida ( ter Mit)i"a 'ar*ana Nuru" Is"am +as)fia ,asnim +)an
Id
#$#%&&#&&## #$#%&&#&#%& #$#%&&#&#%% #$#%&&#&&#% #$#%&&#&&&-
Inta e 17th 17th 17th 17th 17th
Section 3 3 3 3 3
Submitted ,o:
Mr! Maniru**aman .ecturer in Mar eting
Bang"ades) /ni0ersity of Business and ,ec)no"ogy 1B/B,2
Date of Submission: 31December, 2011 .etter of ,ransmitta"
31 December, 2011 To Mr. Maniruzzaman Lecturer in Marketing Bangladesh ni!ersit" o# Business $ Technolog" %ub&ect' Submission of Report on “Measuring Customer Satisfaction of Mountain Dew” %ir, (ere )e are submitting our re*ort on +Measuring ,ustomer %atis#action o# Mountain De)-prescribed by you in your course as a part of BBA program. For this Purpose, )e ha!e gone through internet, di##erent books, articles, &ournals, and inter!ie) and class lecture sheets #or the rele!ant in#ormation o# the assigned to*ic. .e are !er" much glad that "ou ha!e gi!en us the o**ortunit" to *re*are this re*ort #or "ou and ho*e that this re*ort )ill meet the standards o# "our &udgment. %incerel" "ours, /ame MD. %aidul 0slam 3arida 4kter Mithila 3arzana /urul 0slam 5ash#ia Tasnim 5han 0d 01021101100 01021101021 01021101022 01021101102 01021101116
7age iii
(C+NO3.4D54M4N,
4t #irst )e desire to e8*ress our dee*est sense o# gratitude o# almight" 4llah. .ith *ro#ound regard )e grate#ull" ackno)ledge our res*ected course teacher, Mr. Maniruzzaman, Lecturer in Marketing, #or his generous hel* and da" to da" suggestion during *re*aration o# the re*ort. .e like to gi!e thanks es*eciall" to our #riends and man" indi!iduals #or their enthusiastic encouragement and hel*s during *re*aration o# this re*ort. 3inall", )e )ould like to sa" that, )e ha!e *re*ared this re*ort #rom our o)n e8*erience $ read" to acce*t our un)illing errors and omission )hich belong to us.
6age i0
,ab"e of Content
1.2
%am*le o# 9uestionnaire
Contents
61 6age
6art &: Introduction
:8ecuti!e %ummar" Background o# the stud" 1.1 %igni#icance o# the stud" 1.2 %co*e o# the stud" 1.3 <b&ecti!es o# the stud" 1.6 Methodolog" o# the stud" 1.= Limitation o# the stud" 1.> 6art 8: Company 6rofi"e Background o# the ,om*an" 2.1 ;ision, Mission, ?oal 2.2 ,om*an" <rganogram 2.3 Marketing mi8 2.6 %.<T anal"sis 2.= 6art 9: ,)eoretica" (spect ,ustomer satis#action 3.1 Measuring satis#action tools 3.2 Marketing mi8 3.3 6art -: (na"ysis < 'indings
;i $ $ $ $ % &# &8 &8 &9 &&: &: &; &% 8# 8%
6art =: Ma>or 'indings 6art :: Conc"usions < Recommendations >.1 ,onclusions >.2 @ecommendations 6art ;: Bib"iograp)y 6art $: (nne7ure 1.1 @a) tableA
9& 9& 99 9=
47ecuti0e Summary
Mountain Dew Bcurrentl" st"lized as M,N DewC is a citrusD#la!ored carbonated so#t drink brand *roduced and o)ned b" 7e*si,o. The original #ormula )as in!ented in the 1260s b" t)o Tennessee be!erage bottlers, Barne" and 4ll" (artman, and )as #irst marketed in Marion, ;4, 5no8!ille and Eohnson ,it", Tennessee. 4 re!ised #ormula )as created b" Bill Bridg#orth in 12=1. The Mountain De) brand and *roduction rights )ere acFuired b" the 7e*siD,ola com*an" in 12>6, at )hich *oint its distribution e8*anded more )idel" across the nited %tates. This
marketing research *a*er aims at e8*loring the #actors used in selecting the de#ault consumer o# mountain de). 4 sur!e" )as conducted among the di##erent aged and *ro#essional *eo*le )ho drink mountain de). %uch as college students, uni!ersit" students, and others. 4 total o# =6 res*ondents )ere inter!ie)ed. 0n anal"zing data, descri*ti!e statistics )ere used. To identi#" the #actors related to the selection o# di##erent consumers, #actors anal"sis )as conducted. Mountain De) targets "oung generation, additional "outh consumers enter the market e!er" "ear, )hich *ro!ides adeFuate consumer base. 3or these decades, changing societal concerns, attitudes, and li#est"les become im*ortant trends that #orce the so#t drink industr"Gs business en!ironment to change. 4lthough 7e*si ,o is no) sold in more than 1>0 countries around the globe, but it still has a )eakness in the international be!erage market because it entered later into this arena than ,oke. 4s it targets the "oung generation tr" to satis#" the customers b" im*ro!ing its *roducts.
6age 0i
6art &: Introduction
&!& Bac ground of t)e study
The so#t drink industr" has a ma&or im*act on customer consum*tion in Bangladesh. %o#t drink is one o# the dominant #ood *roducts. 3or these decades, changing societal concerns, attitudes, and li#est"les become im*ortant trends that #orce the so#t drink
industr"Gs business en!ironment to change 7e*si ,o. is one o# the oldest so#t drink be!erage brands in Bangladesh since 127> and came )ith the colaD#la!ored 7e*si, the clearD#la!ored 7u*, the orangeD#la!ored Mirinda and later introduced the mangoD#la!ored %lice and citrusD#la!ored carbonated so#t drink Mountain De). 0t has man" nutritional !alues. Mountain De) targets "oung generation, additional "outh consumers enter the market e!er" "ear, )hich *ro!ides mountain de) adeFuate consumer base.
&!8 Significance of t)e study
The signi#icance o# this re*ort aims at e8*loring the #actors used in selecting the de#ault consumer o# mountain de). 4 sur!e" )as conducted among the di##erent aged and *ro#essional *eo*le )ho drink mountain de). %uch as college students, uni!ersit" students, and others. 4 total o# =6 res*ondents )ere inter!ie)ed. To identi#" the #actors related to the selection o# di##erent consumers, #actors anal"sis )as conducted. @esults sho) that the #actors a##ecting the selection o# di##erent consumers are a *rice, a!ailabilit", ad!ertisement. The reasons could be attributed to the income le!el o# the customers or their *ro#ession and ad!ertisement cam*ing o# the sellers.
&!9 Scope of t)e study
This re*ort is )ritten based u*on the so#t drink industr" 7e*si ,o. But basicall" and more s*eci#icall" it is based u*on Mountain De). 3rom this, )e studied on customer satis#action to)ards mountain de). Through the sur!e" )e &ust tr" to #ind out the attitude to)ards mountain de) in the so#t drink industr" o# Bangladesh
&!- Ob>ecti0es of t)e study
Broad ob>ecti0es: The broad ob&ecti!e o# the stud" is to measure the customerGs satis#action to)ards mountain de).1 Specific ob>ecti0es: The s*eci#ic ob&ecti!es o# the stud" are to'
4. Measure the le!el o# customer satis#action )ith the di##erent kind o# so#t drink and Mountain de). B. 3ind out customer choice *attern. ,. ,ustomer desire and satis#action le!el.
D. To #ind out the customer *re#erence #or this brand
Page 8
&!= Met)odo"ogy of t)e study
The *resent stud" is to measure the customer satis#action le!el to)ards mountain de). This stud" e8amines the satis#action le!el to a !ariet" o# #actors. ,ypes of Researc) To determine the customer satis#action le!el )e use Descri*ti!e research in order to #ind out the customer *re#erence #or this brand and their characteristics. Sources of data This stud" is based on both *rimar" and secondar" data. • 6rimary data' %tructured Fuestionnaire has been used to get data to understand customerGs attitudes $ beha!ior to)ards so#t drinks on mountain de). The res*ondents )ere chosen randoml" in res*ect o# di##erent so#t drinks the" *re#er to use. Secondary data' To collect in#ormation )e search internet, read ne)s *a*er, and utilize *ersonal obser!ations.
•
Data co""ection procedure .e ha!e collected data directl" #rom the customers. 3or this )e set Fuestionnaire. 0n the Fuestionnaire, )e )anted to kno) customers e!aluation about the di##erent #actors and ho) strongl" the" belie!e these. ?uestionnaire 3or data collection methods )e *re*ared a set o# Fuestionnaire and the Fuestionnaire )as close ended in order to collect data #rom customer )ho consume drinks on regular basis or occasionall". Samp"ing p"an 4t *resent, there are man" so#t drinks in Bangladesh. The" are ,oca cola, %*rite, 7 *, Mirinda. .e ha!e selected Mountain De). There#ore, the res*ondents ha!e cited about di##erent #actors or attributes in!ol!ed in so#t drink through the Fuestionnaire. .e ha!e choose res*ondents students, ser!ice holder, "oungsters among 17 to 36 like teenagers, middle age, Bin terms o# ageC, Male, 3emale Bin terms o# genderC #or our con!enience. 6opu"ation: .e ha!e classi#ied the *o*ulation as customer as mountain de) de#ines their target market is consisted o# "oung and energetic *eo*le. %o )e de#ine our *o*ulation as +4ll the students )ho are stud"ing in B BT- and other these "oungsters )e selected the age range #rom 17 to 36 "ears old. 6age % •
• • • •
Samp"e e"ement: <ur sam*le element is the indi!idual customer Samp"ing frame' /o )ell structured sam*ling #rame )as #ound. Samp"ing met)od: <ur sam*ling method is +/onD7robabilit" ,on!enience sam*lingSamp"e si*e
.e ha!e selected a sam*le o# =6 res*ondents b" assigning the #ollo)ing male $ #emale. ,ype of user Male 3emale Total No of user 63 11 =6
&!: .imitation
• /o *re!ious research re*ort )as a!ailable on Mountain De) and that )as the limitation on our literature re!ie). • • /o sam*ling #rame )as a!ailable so )e )ere not able to use 7robabilit" %am*ling techniFues in our research <ur budget )as limited as it is an academic research.
6age &#
6art 8: Company 6rofi"e
8!& Bac ground of t)e company
7e*si,o Bherein re#erred to as the H7arent ,om*an"GC )as #ounded in 12>= !ia the merger o# t)o ma&or cor*orations, 7e*siD,ola and 3rito La". %ubseFuentl" in 1221, Tro*icana )as acFuired to add the #amil" o# brands under 7e*si,o. 0n 2001, the 7arent ,om*an" made "et another bold ste* in the merger )ith The 9uaker <ats ,om*an", )hich also then included the ?atorade ,om*an". /ot)ithstanding the 7arent ,om*an" being relati!el" "oung, se!eral o# the brand names under the 7e*si,o umbrella ha!e been in e8istence #or o!er 100 "ears. Through the multi*le brand acFuisitions and de!elo*ments 7e*si,o is no) a leading conglomerate o)ning signi#icant market control and brand eFuit" in consumer con!enience #oods and be!erages. +7e*si,o brands are a!ailable in nearl" 200 countries and territories and generate sales at the retail le!el o# about I22 billion-. %ales !olumes are measured on the retail le!el to sho) success o# the manu#acturing due to the 7arent ,om*an" utilizing a *ull strateg" #or its multi*le di!isions and *roduct lines )ith a combination o# a *ush strateg". The current headFuarters are located in 7urchase, /e) Jork. 0n Bangladesh 7e*si is manu#actured b" Transcom Bangladesh limited. The com*an" is the e8clusi!e 7e*si,o 3ranchisee #or Bangladesh. Transcom Bangladesh Limited committed to deli!ering sustained gro)th in Bangladesh and mo!e to)ards dominant Be!erage ,om*an", delighting $ nourishing e!er" Bangladeshi, b" best meeting their e!er"da" be!erages needs.
8!8 @isionA Mission and 5oa"
@ision • 7e*si,oKs res*onsibilit" is to continuall" im*ro!e all as*ects o# the )orld in )hich the" o*erate D en!ironment, social, economic D creating a better tomorro) than toda".
• •
The !ision is *ut into action through *rograms and a #ocus on en!ironmental ste)ardshi*, acti!ities to bene#it societ". 4 commitment to build shareholder !alue b" making 7e*si,o a trul" sustainable com*an".
6age &8
Mission The mission is to be the )orldKs *remier consumer *roducts. ,om*an" #ocused on con!enient #oods and be!erages. .e seek to *roduce #inancial re)ards to in!estors as )e *ro!ide o**ortunities #or gro)th and enrichment to our em*lo"ees, our business *artners and the communities in )hich )e o*erate. 4nd in e!er"thing )e do, )e stri!e #or honest", #airness and integrit". 5oa" • 4t 7e*si,o, committed to achie!ing business and #inancial success )hile lea!ing a *ositi!e im*rint on societ" D deli!ering )hat )e call Performance with Purpose. • <ur a**roach to su*erior #inancial *er#ormance is straight#or)ard D dri!e shareholder !alue. • B" addressing social and en!ironmental issues, )e also deli!er on our *ur*ose agenda, )hich consists o# human, en!ironmental, and talent sustainabilit".
8!9 Company Organogram
The hierarch" o# 7e*si ,om*an" is as #ollo)s'
,hairman Board o# go!ernors ;ice ,hairman and chie# o*erating o##icer :8ecuti!e ;ice 7residents %enior ;ice 7residents
;ice 7residents
6age &9
8!- Mar eting Mi7
The Marketing Mi8 Balso kno)n as the 6 7KsC can be used b" marketers as a tool to assist in de#ining the marketing strateg". Marketing managers use this method to attem*t to generate the o*timal res*onse in the target market b" blending 6 !ariables in an o*timal )a". 0t is im*ortant to understand that the Marketing Mi8 *rinci*les are controllable !ariables. The Marketing Mi8 can be ad&usted on a #reFuent basis to meet the changing needs o# the target grou*. The #our 7Ks o# the marketing mi8 o# 7e*si ,o' • • • • 7roduct 7rice 7lace BdistributionC 7romotion
6roduct: 7e*si o##ers di##erent s)eet and #la!ored cola in our countr". 0t #reFuentl" changes its taste. 0t has t)o di##erent cola #la!or 7e*si one is normal cola and diet 7e*si. 0t has man" nutritional !alues. 0t also ser!es di##erent t"*e o# be!erage like • • • • 7 7 Mirinda, %lice, and Mountain De).
6age &-
6rice: The ,om*an" al)a"s tries to kee* a standard *rice o# 7e*si bottles. 0t also includes • discounts, • allo)ances, • %easonal *ricing • 7rice #le8ibilit" • 7rice discrimination
• •
credit terms and 7a"ment *eriod #or the stores and @estaurants.
7e*si ,o. enhances its *rice com*etition ca*abilit" through creating bundle #ree o##ers to the restaurants and con!enience stores. 6"ace: 0t has a strong distribution channel to distribute its *roducts. The" make eas" to get and a!ailable to the customer e!er")here through their e8*ert distributors. Their trans*ort #acilities, channels o# distribution, co!erage area, etc. are maintained !er" secure. There#ore, 7e*si ,o. assigns its distribution model based on the #ollo)ing #actors. These are' • Market co!erage Binclusi!e, selecti!e, or e8clusi!e distributionC • %*eci#ic channel members • 0n!entor" management • .arehousing • <rder *rocessing • Trans*ortation 6romotion' 0t #reFuentl" ad!ertises its *roducts through mass media. :!er" da" in T; and ne)s*a*er, )e see di##erent ad!ertisements o# its *roducts )ith man" t"*es o# slogans such as K7e*si khao game change kore DaoK Bchange the gameC etc. The" also ad!ertise its *roducts in social net)orks. 0n addition, 7e*si as )ell makes some e!ents such as • • • 7e*si Fuiz to *romote its *roducts. 6age &= The usage o# color#ul *osters is also used to create a)areness o# the *roducts that 7e*si,o o##ers. Mostl" creates sales *romotion, ad!ertising, sales #orce, *ublic relations, direct marketing, etc.
8!= S3O, (na"ysis
The %.<T anal"sis o# the 7e*si ,o. to)ards Mountain De)
Strengt)
• • • • MultiDdimensional organization 4**ealing to "oung generation (igh Brand 0mage .ellDestablish management
3ea ness
• More com*etitions in so#t drinks market. • (ard to enter markets occu*ied b" ,ocaD,ola • Lack o# no!elt" in ad!ertising
Opportunities
• • • • ?lobal markets 4dditional Jouth ,onsumers entering the market .ide market in Bangladesh. %trongest and biggest e8isting distribution channel
,)reats
• • • • (ealth ,onscious ,onsumer Trends More substitutes 7e*si has to com*ete )ith the e8isting re*uted com*anies 7olitical instabilit"
6age &:
6art: 9 ,)eoretica" (spects
9!& Customer Satisfaction
%atis#action is a *ersonGs #eelings o# *leasure or disa**ointment resulting #rom com*aring a *roductGs *ercei!ed *er#ormance Bor outcomeC )ith the *er#ormance he e8*ects o# it. ,om*lete customer satis#action is achie!ed b" understanding customer reFuirements and deli!ering su*erior Fualit" goods and ser!ices Determinants of Customer Satisfaction • Bu"ing decisions based on &udgments #ormed about the !alue o# marketing o##ers • ,ustomer e8*ectations based on *ast bu"ing e8*eriences • Toda"Gs most success#ul com*anies raising e8*ectations and deli!ering *er#ormance to match. ,ota" Customer Satisfaction %atis#action is a #unction o# *roduct *ercei!ed 7er#ormance $ e8*ectation • • • 0# 7er#ormance is less than :8*ectation than customer is dissatis#ied 0# 7er#ormance is eFual to :8*ectation than ,ustomer is %atis#ied 0# 7er#ormance is greater than :8*ectation than ,ustomer is delighted
(ighl" %atis#ied ,ustomers ? %ta"s Bu"er Longer ? Bu"s More ? Talks 3a!orabl" about 7roducts ? <##ers 0deas ? ,osts Less than /e) ,ustomer
9!8 Measuring Satisfaction too"
Tools #or measuring ,ustomers satis#action • Comp"aints and suggestions systems' 4 customerDcentered organization makes it eas" #or customers to register suggestions and com*laints. ,om*anies are also using .eb sites and eDmail #or Fuick, t)oD)a" communication. Customers satisfaction sur0eys: %tudies sho) that although customer are dissatis#ied )ith on out o# e!er" #our *urchases, less than = *ercent )ill com*lain. Most customers )ill bu" less or s)itch su**liers. @es*onsi!e com*anies measure customer satis#action directl" b" conducting *eriodic sur!e"s. 6age &$ .hile collecting customer satis#action data, it is also use#ul to ask additional Fuestions to measure re*urchase intention. 5)ost s)opping: ,om*anies can hire *eo*le to *ose as *otential bu"ers to re*ort on strong and )eak *oints e8*erienced in bu"ing the com*an"Gs and com*etitors H*roducts. These m"ster" sho**ers can e!en test ho) the com*an"Gs sales *ersonnel handle !arious situations. .ost customers ana"ysis: ,om*anies should contact customers )ho ha!e sto**ed bu"ing or )ho ha!e s)itched to another su**lier to learn )h" this ha**ened. /ot onl" is it im*ortant to conduct e8it inter!ie)s )hen customers #irst sto* bu"ingL it is also necessar" to monitor the customer loss rate.
•
•
•
9!9 Mar eting Mi7
Marketing mi8 is the set o# controllable tactical marketing toolsD *roduct, *rice, *lace and *romotion that the #irm blends to *roduce the res*onse it )ants in the target market. Marketing decisions generall" #all into the #ollo)ing #our controllable categories'
• • • •
7roduct 7rice 7lace BdistributionC 7romotion
7roduct
7rice
Target customer 7romotion 7lace
6roduct The term M*roductM re#ers to tangible, *h"sical *roducts as )ell as ser!ices. (ere are some e8am*les o# the *roduct decisions to be made'
• • • • • • • • •
Brand name 3unctionalit" %t"ling 9ualit" %a#et" 7ackaging @e*airs and %u**ort .arrant" 4ccessories and ser!ice
6rice 7rice is the amount o# mone" charged #or a *roduct or ser!ice %ome e8am*les o# *ricing decisions to be made include'
• • • • • • • •
7ricing strateg" Bskim, *enetration, etc.C %uggested retail *rice ;olume discounts and )holesale *ricing ,ash and earl" *a"ment discounts %easonal *ricing Bundling 7rice #le8ibilit" 7rice discrimination
Distribution 16"ace2
Distribution is about getting the *roducts to the customer. %ome e8am*les o# distribution decisions include'
• • • • • • • • •
Distribution channels Market co!erage Binclusi!e, selecti!e, or e8clusi!e distributionC %*eci#ic channel members 0n!entor" management .arehousing Distribution centers <rder *rocessing Trans*ortation @e!erse logistics
6romotion 0n the conte8t o# the marketing mi8, *romotion re*resents the !arious as*ects o# marketing communication, that is, the communication o# in#ormation about the *roduct )ith the goal o# generating a *ositi!e customer res*onse. Marketing communication decisions include' *romotional strateg", ad!ertising, *ersonal selling $ sales #orce, sales *romotions, *ublic relations $ *ublicit", marketing communications budget. 6age 8#
6art -: (na"ysis < 'indings
(na"ysis
Descripti0e (na"ysis %e*arate anal"sis o# each Fuestion 1. ?ender
2nd Qtr 3rd Qtr
20%
80%
3indings' #rom the table it is seen that out o# =6 res*ondents, 72.>N male and 20.6N #emale. %o it can be said that the user ratio o# male is greater then #emale user ratio. 2. 4ge rangeO
"st Qtr
2nd Qtr !% 32% !%
3rd Qtr
3indings' the most so#t drink consumer age range is 20D2= "ears. These age ranges consume at least =2.3N so#t drinks. 3. <ccu*ationsO
"8% 2nd Qtr 82% 3rd Qtr
3indings' the table sho)s that student consume 13.3N and others 1>.7N so#t drinks.
6age 88
6. Do "ou drink so#t drinkO
2nd Qtr $th Qtr
2#% #3%
3indings' the total res*ondents are =6. (ere 2>.3N res*ondents said "es that means the" drink so#t drink. =. 0# "es, )hich so#t drinks "ou drinkO
"st Qtr
2nd Qtr
3rd Qtr #% 22%
$th Qtr
th Qtr
3!% 2$%
8%
3indings' #rom the table )e get the in#ormation that *eo*le drink mountain de) 31.2N. This table sho)s the high *osition o# mountain de).
>. .hat t"*e o# so#t drinks "ou likeO
"st Qtr 3rd Qtr
28% #2%
3indings' the table sho) carbonated drinks 72.2N. Most o# the *eo*le like carbonated so#t drinks. 7. 0s mountain de) readil" a!ailableO
"st Qtr $th Qtr
0%
0%
3indings' most o# the res*ondents sa" "es and its a!ailabilit" >3N. 1. 4d!ertising in#luence "ou to drink so#t drinkO
2nd Qtr
3rd Qtr
22% #8%
3indings' most o# the res*ondents sa" "es. The ratio is 77.1N. 2. .hich drink gi!e "ou more !alueO
"st Qtr 2nd Qtr 3rd Qtr $th Qtr
"3% "!% 2%% $2%
3indings' Most o# the customers get more !alue #rom mountain de) its ratio is 62.>N.
6age 8-
10. .hich one do "ou *re#er mostO
"st Qtr ""% #% 2nd Qtr 3rd Qtr 32%
3indings' the table sho)s most o# the customers *re#er glass bottle. 0tGs ratio =7.6N 11. Do "ou kno) mountain de) is a!ailable in man" FuantitiesO
"st Qtr $3%
$th Qtr
#%
3indings' most o# the res*ondents kno) it has man" Fuantities. 12. .hich Fuantit" do "ou *re#er mostO
2nd Qtr 3rd Qtr #% $"% 2% $th Qtr
3indings' this table sho) that most o# the *eo*le like 2=0ml. =1.2N res*ondent like this. 13. .hich *rice do "ou *re#er mostO
2nd Qtr !% 32% !% 3rd Qtr $th Qtr
3indings' =2.3N res*ondent like tk1= as a *rice. 16. .hich is "our o*inion o# the brandO
"st Qtr
2nd Qtr ""% 2%
3rd Qtr
$th Qtr
22% % %
3indings' the table sho) that most o# the res*ondent >6.1N comment the mountain de) is good. 1=. .hat is "our monthl" consum*tionO
"st Qtr !% 2nd Qtr "2% 2#% 2% 3rd Qtr $th Qtr
3indings' the table sho) =0N res*ondent consume 3 liter *er month. 1>. .hen "ou are outside the home, )hat "ou like most to drinkO
2nd Qtr $th Qtr
2%% #$%
3indings' 76.1N res*ondent like so#t drink )hen the" are out side the home.
6age 8:
17. .hen "ou do not get the desired so#t drinks, )hich alternati!e "ou *urchaseO
"st Qtr 2nd Qtr 3rd Qtr $th Qtr
3!% ""%
33% "#%
3indings' this #igure sho) 31.2N res*ondent *urchase mountain de) as a alternati!es. 11. .hat do "ou about the *roduct mountain de)O
"st Qtr 2nd Qtr 3rd Qtr
#%
3#%
%%
3indings' ==.>N res*ondent said that mountain de) is a!erage in the market. 12. .here do "ou #irst kno) about the mountain de)O
"st Qtr 2nd Qtr 3rd Qtr
22% %% #2%
3indings' 72.2N res*ondent said that the" #irst kno) the mountain de) in T;.
6art =: Ma>or 'indings
• • • • • •
4s Mountain De) is a ne) brand o# a 7e*si has Fuite less Fualit" than the other so#t drinks. The Mountain De) has insu##icient ad!ertisement acti!ities 0t does not *ro*erl" segment their customers b" !arious as*ects to reach their o##er to the e!er" le!el o# *ersons. The intended message not that much clear )hat it should be to a)are customer (a!e not gi!en an" lo"alt" to the customer *re#erence and e8*ectations Mountain de) gi!es less em*hasis on targeting the rural customers
6age 8%
6art :: Conc"usion < Recommendations
:!& Conc"usion <ur sur!e" *a*er is *re*ared )ith a little sam*ling so )e can not sa" that it is more rigors. <ur *a*er is accurate #or the =6 sam*ling. (ere )e see that male res*ondents are more than #emale. .e ha!e chosen this to*ic because o# our interest about Mountain De). 0ncreased demand, economic de!elo*ment and changed li#e st"le ha!e resulted in a great increase in the change the *eo*les mind and their demand #or bu"ing beha!ior. Mountain de) consum*tion is still also increasing da" b" da". <ld Brand and ne) *roducts o# 7e*si ,o. increase all o!er the )orld. %tatistics sho) that ma&orit" o# the *eo*le usuall" *re#er 7e*si *roduct more than ne) branded *roduct e!en it charge lo) *rice. 0n Bangladesh, *o*ulation gro)th has been seen as a ma&or #actor, but no one looks at the gro)th o# drinking is also increasing, )hich has increased tremendousl" o!er the last thirt" "ears. Moreo!er #rom the organization *oint o# !ie), this research )ill be !aluable because the organization )ill be able to kno) about the res*onses o# the customers. :!8 Recommendation: • • • • • • Mountain de) should im*ro!e their *roduct Fualit" more as *er customer )ants. %hould assure the customer that the *romise is real, not &ust #or *romotional acti!ities. %hould segment their customers b" !arious as*ects to reach their o##er to the e!er" le!el o# *ersons. The intended message should be clear so that customer can be a)are about the terms and conditions to the o##er. %hould gi!e lo"alt" to the customer *re#erence and e8*ectations. More marketing cam*aign targeting rural consumers
6age 9&
6art ;: Bib"iograp)y
5otler, 7hili*., 5eller, 5e!in Lane., 5osh", 4braham $ Eha, Reference Boo 3ebsites Mithilesh)ar, Marketing Management, 13th edition, /e) Delhi 110022, Dorling 5indersle" B0ndiaC 7!t. Ltd. 2002 htt*'AA mountainde).comA ))).*e*sico.comA ))).google.com
6age 99
6art $: (nne7ure
Table 1
Se7 3reFuenc" ;alid Male 3emale Total 63 11 =6 7ercent 72.> 20.6 100.0 ;alid 7ercent 72.> 20.6 100.0 ,umulati!e 7ercent 72.> 100.0
3indings' #rom the table it is seen that out o# =6 res*ondents, 72.>N male and 20.6N #emale. %o it can be said that the user ratio o# male is greater then #emale user ratio. Table 2' 4ge range
(ge 3reFuenc" ;alid 1=D20"ears 20D2="ears 2=D30"ears Total 17 32 = =6 7ercent 31.= =2.3 2.3 100.0 ;alid 7ercent 31.= =2.3 2.3 100.0 ,umulati!e 7ercent 31.= 20.7 100.0
3indings' the most so#t drink consumer age range is 20D2= "ears. These age ranges consume at least =2.3N so#t drinks. Table 3' <ccu*ation'
Occupation 3reFuenc" ;alid %tudent <thers Total 6= 2 =6 7ercent 13.3 1>.7 100.0 ;alid 7ercent 13.3 1>.7 100.0 ,umulati!e 7ercent 13.3 100.0
3indings' the table sho)s that student consume 13.3N and others 1>.7N so#t drinks.
6age 9=
Table 6'
Do you drin soft drin s 3reFuenc" ;alid "es no Total =2 2 =6 7ercent 2>.3 3.7 100.0 ;alid 7ercent 2>.3 3.7 100.0 ,umulati!e 7ercent 2>.3 100.0
3indings' the total res*ondents are =6. (ere 2>.3N res*ondents said "es that means the" drink so#t drink. Table =' 0# "es )hich so#t drinks "ou drinksO
3)ic) soft drin 3reFuenc" ;alid 7u* mo&o coco colla mountain de) *e*si Total 12 6 13 21 6 =6 7ercent 22.2 7.6 26.1 31.2 7.6 100.0 ;alid 7ercent 22.2 7.6 26.1 31.2 7.6 100.0 ,umulati!e 7ercent 22.2 22.> =3.7 22.> 100.0
3indings' #rom the table )e get the in#ormation that *eo*le drink mountain de) 31.2N. This table sho)s the high *osition o# mountain de). Table >' .hat t"*e o# so#t drink "ou likeO
3)at type of soft drin you "i e 3reFuenc" ;alid carbonated drinks so#t drinks Total 32 1= =6 7ercent 72.2 27.1 100.0 ;alid 7ercent 72.2 27.1 100.0 ,umulati!e 7ercent 72.2 100.0
3indings' the table sho) carbonated drinks 72.2N. Most o# the *eo*le like carbonated so#t drinks.
Table 7' 0s mountain de) readil" a!ailableO
mountain de) readil" a!ailable
3reFuenc" ;alid "es no Total 36 20 =6 7ercent >3.0 37.0 100.0 ;alid 7ercent >3.0 37.0 100.0 ,umulati!e 7ercent >3.0 100.0
3indings' most o# the res*ondents sa" "es and its a!ailabilit" >3N. Table 1' 4d!ertising in#luence "ou to drink mountain de)O
(dd 3reFuenc" ;alid "es no Total 62 12 =6 7ercent 77.1 22.2 100.0 ;alid 7ercent 77.1 22.2 100.0 ,umulati!e 7ercent 77.1 100.0
3indings' most o# the res*ondents sa" "es. The ratio is 77.1N. Table 2' .hich drink gi!e "ou more !alueO
@a"ue 3reFuenc" ;alid 7u* mountain de) coca cola 7e*si Total 10 23 16 7 =6 7ercent 11.= 62.> 2=.2 13.0 100.0 ;alid 7ercent 11.= 62.> 2=.2 13.0 100.0 ,umulati!e 7ercent 11.= >1.1 17.0 100.0
3indings' Most o# the customers get more !alue #rom mountain de) its ratio is 62.>N. Table 10' .hich one do "ou *re#er mostO
6refer 3reFuenc" ;alid *et bottle glass bottle tetra *ack Total 17 31 > =6 7ercent 31.= =7.6 11.1 100.0 ;alid 7ercent 31.= =7.6 11.1 100.0 ,umulati!e 7ercent 31.= 11.2 100.0
3indings' the table sho)s most o# the customers *re#er glass bottle. 0tGs ratio =7.6N. Table 11'
Do "ou kno) mountain de) is a!ailable in man" FuantitiesO
?uantity 3reFuenc" ;alid "es no Total 31 23 =6 7ercent =7.6 62.> 100.0 ;alid 7ercent =7.6 62.> 100.0 ,umulati!e 7ercent =7.6 100.0
3indings' most o# the res*ondents kno) it has man" Fuantities. Table12' .hich Fuantit" do "ou *re#er mostO
?uantity prefer most 3reFuenc" ;alid 200ml 2=0ml =00ml Total 22 21 6 =6 7ercent 60.7 =1.2 7.6 100.0 ;alid 7ercent 60.7 =1.2 7.6 100.0 ,umulati!e 7ercent 60.7 22.> 100.0
3indings' this table sho) that most o# the *eo*le like 2=0ml. =1.2N res*ondent like this. Table 13' .hich *rice do "ou *re#er mostO
6rice 3reFuenc" ;alid 1=tk 20tk 3=tk Total 32 17 = =6 7ercent =2.3 31.= 2.3 100.0 ;alid 7ercent =2.3 31.= 2.3 100.0 ,umulati!e 7ercent =2.3 20.7 100.0
3indings' =2.3N res*ondent like tk1= as a *rice. Table 16' .hat is "our o*inion o# the brandO
Opinion 3reFuenc" ;alid e8cellent good #air *oor Total 12 3= > 1 =6 7ercent 22.2 >6.1 11.1 1.2 100.0 ;alid 7ercent 22.2 >6.1 11.1 1.2 100.0 ,umulati!e 7ercent 22.2 17.0 21.1 100.0
3indings' the table sho) that most o# the res*ondent >6.1N comment the mountain de) is good. Table 1=' .hat is "our monthl" consum*tionO
Consumption 3reFuenc" ;alid 3liter =liter 7liter 10 or abo!e Total 27 16 = 1 =6 7ercent =0.0 2=.2 2.3 16.1 100.0 ;alid 7ercent =0.0 2=.2 2.3 16.1 100.0 ,umulati!e 7ercent =0.0 7=.2 1=.2 100.0
3indings' the table sho) =0N res*ondent consume 3 liter *er month.
Table 1>' .hen "ou are outside the home, )hat "ou like most to drinkO
Outside t)e )ome 3reFuenc" ;alid )ater so#t drinks Total 16 60 =6 7ercent 2=.2 76.1 100.0 ;alid 7ercent 2=.2 76.1 100.0 ,umulati!e 7ercent 2=.2 100.0
3indings' 76.1N res*ondent like so#t drink )hen the" are out side the home. Table 17' .hen "ou do not get the desire, )hich alternati!es "ou *urchaseO
("ternati0e 3reFuenc" ;alid 7u* s*rite mo&o mountain de) Total 11 2 > 21 =6 7ercent 33.3 1>.7 11.1 31.2 100.0 ;alid 7ercent 33.3 1>.7 11.1 31.2 100.0 ,umulati!e 7ercent 33.3 =0.0 >1.1 100.0
3indings' this #igure sho) 31.2N res*ondent *urchase mountain de) as a alternati!es. Table 11' .hat do "ou think about the *roduct mountain de)O
(bout mountain dew ,umulati!e 3reFuenc" ;alid it is the best on the market it is the )orst in the market Total 20 6 =6 it is the a!erage on the market 30 7ercent 37.0 ==.> 7.6 100.0 ;alid 7ercent 37.0 ==.> 7.6 100.0 7ercent 37.0 22.> 100.0
3indings' ==.>N res*ondent said that mountain de) is a!erage in the market.
6age -#
Table 12' .here do "ou #irst kno) about the mountain de)O
'irst now ,umulati!e 3reFuenc" ;alid T; ne)s *a*er others Total 32 3 12 =6 7ercent 72.2 =.> 22.2 100.0 ;alid 7ercent 72.2 =.> 22.2 100.0 7ercent 72.2 77.1 100.0
3indings' 72.2N res*ondent said that the" #irst kno) the mountain de) in T;.
$!8 Samp"e of ?uestionnaire
QUESTIONNAIRE On
Customer Satisfaction of Mountain Dew
9uestionnaire' Dear res*ondent, .e are a student o# BB4 *rogram in Bangladesh ni!ersit" o# Business $ Technolog" BB BTC. .e )ere assigned to *re*are a re*ort on HMeasuring customer satis#action on mountain de)G. This is a *artial #ul#illment o# our stud". 4s a result, some in#ormation )ould be needed #rom "ou. 0t is assured that all the in#ormation )ill kee* con#idential and solel" use in this re*ort onl". 4n" in#ormation *ro!ided )ould be used onl" #or academic *ur*ose and ke*t con#idential.
:8*ress "our o*inion b" gi!ing BPC marks. Jou ma" choose more then one o*tion )here necessar".
1. /ame ' DDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDD 2. 4ge ' "ears
41
10D1="ears
1=D20"ears
20D2="ears
2=D30"ears
abo!e 30
Page
3. %e8 '
male
#emale
6. <ccu*ation ' DDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDD =. Do "ou drink %o#t DrinksO >. 0# "es, )hich %o#t DrinksO ** *e*si 7. .hich so#t drink u likeO 1. ,arbonated drinks "es no Jes /o 3ruit Drinks "es 7u* no mo&o coca colla mountain de)
0s mountain de) readil" a!ailableO
2. Do "ou think ad!ertising in#luence "ou to drink mountain de) O
10. .hich drink gi!e "ou more !alueO *e*si
7u*
mountain de)
coca colla
11. Do "ou kno) mountain de) is a!ailable in man" *ackages O 12. .hich *ackages do u *re#er most O 7et bottle
Jes
/o Tetra *ack no
?lass bottle "es
13. Do "ou kno) mountain de) is a!ailable in much Fuantit"O 16. .hich Fuantit" do "ou *re#er mostO 1=. .hich *rice do "ou *re#er most O 1>. .hat is "our o*inion o# the brandO 17. .hat is "our monthl" consum*tion O 200ml 12 tk =00ml 21 tk =0 tk ?ood = liter
1000ml
:8cellent 3 liter
#air 7 liter )ater
*oor 10 or abo!e so#t drink 7u*
11. .hen "ou are outside the home , )hat "ou like most to drink O
12. .hen "ou do not get "our desire so#t drink, )hich alternati!es "ou *urchaseO s*rit mo&o mountain de) itGs the best on the market
20. .hat do "ou think about *roduct mountain de)O the a!erage on the market
itGs
itGs the )orst in the market . T! ne)s *a*ers billDboard
21. .here do #irst kno) about the mountain de) O others
22. 4n" recommendation , suggestion , "ou )ant to gi!e #or mountain de) #or betterment o# *roduct DDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDD DDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDD DDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDD DDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDD
Thank "ou #or "our kind coDordination %ur!e"or %ignature' DDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDD Date' DDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDD ,ontact' DDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDD
doc_410684189.doc