abhishreshthaa
Abhijeet S
Methodology
Research Design:
A three-part exercise, which comprises of the following, was done:
1. A territory-wide survey of 150 respondents was conducted.
2. Twenty (20) individual in-depth interviews, either face-to-face and/or on telephone, with leading distributors/traders selected by convenience sampling was conducted.
3. An analysis of the sales data of Food Bazaar for 3 months was done, to figure out which of the ‘Ready to Cook’ and ‘Ready to Eat’ items were moving fast in the market, in what quantities (Packet size) and which are the favorite brands.
Fieldwork period: 3rd to 10th May 2003
Sample specifications:
1. Universe: Mumbai population of age 18 and above
2. Sample Size: 150 respondents
• The sample was limited to 150 respondents. This comprised of three groups:
a. Households / Purchase decision makers (50)
b. Working women and men (50)
c. Students / Hostilities / Staying away from home / Bachelors (50)
As Mumbai is a cosmopolitan city the sample was a representative of the entire population. An attempt was also made to cover people of various castes to capture variation in demand on this basis if any.
• Data obtained from shopkeepers/supermarket owners/dealers was also incorporated into the research. The sample size for the same was 20. It consisted of supermarkets across Mumbai to cover the entire population, as a certain caste dominates a certain area in Mumbai.
Limitation of the study:
The products will be launched at all the branches of Food Bazaar across India. But the sample for the study conducted consisted of the Mumbai population alone. That is, Mumbai being a cosmopolitan city was considered as a representative of the entire population.
Order of findings:
This report presents the findings of the research in three parts:
1. Findings from territory-wide survey on household purchase decision-makers/Working population/Youngsters/Bachelors.
2. Findings from in-depth interviews with packaged food and beverage distributors and traders.
3. Results of the analysis of ‘Food Bazaar’ sales in this segment over the past 3 months.
Research Design:
A three-part exercise, which comprises of the following, was done:
1. A territory-wide survey of 150 respondents was conducted.
2. Twenty (20) individual in-depth interviews, either face-to-face and/or on telephone, with leading distributors/traders selected by convenience sampling was conducted.
3. An analysis of the sales data of Food Bazaar for 3 months was done, to figure out which of the ‘Ready to Cook’ and ‘Ready to Eat’ items were moving fast in the market, in what quantities (Packet size) and which are the favorite brands.
Fieldwork period: 3rd to 10th May 2003
Sample specifications:
1. Universe: Mumbai population of age 18 and above
2. Sample Size: 150 respondents
• The sample was limited to 150 respondents. This comprised of three groups:
a. Households / Purchase decision makers (50)
b. Working women and men (50)
c. Students / Hostilities / Staying away from home / Bachelors (50)
As Mumbai is a cosmopolitan city the sample was a representative of the entire population. An attempt was also made to cover people of various castes to capture variation in demand on this basis if any.
• Data obtained from shopkeepers/supermarket owners/dealers was also incorporated into the research. The sample size for the same was 20. It consisted of supermarkets across Mumbai to cover the entire population, as a certain caste dominates a certain area in Mumbai.
Limitation of the study:
The products will be launched at all the branches of Food Bazaar across India. But the sample for the study conducted consisted of the Mumbai population alone. That is, Mumbai being a cosmopolitan city was considered as a representative of the entire population.
Order of findings:
This report presents the findings of the research in three parts:
1. Findings from territory-wide survey on household purchase decision-makers/Working population/Youngsters/Bachelors.
2. Findings from in-depth interviews with packaged food and beverage distributors and traders.
3. Results of the analysis of ‘Food Bazaar’ sales in this segment over the past 3 months.