PROJECT CONCERTED BY

SAGAR

VAMSI

SAURABH

VISHAL

ASHISH
For long major FMCG companies having products related to children
like Complan, Boost, Horlicks etc have carried out deceptive
advertising making claims which could change the perception of
parents while making decisions and opt for the product.

You are conduct a survey of parents who have children in the age
group of 5-12 and study the effect of these advertisements in
influencing them for purchases.

Sample size required is 80

Explain the sampling procedure, undertake the survey and report the
findings
SAMPLE DESIGN :

TYPE OF SAMPLE: PROBABILITY SIMPLE RANDOM

STRATIFIED SAMPLING

SAMPLING UNIT: parents who have children in the age group

of 5-12

SAMPLE FRAME: FOOD COURTS IN MALLS

( INORBIT, CENTER ONE, OBEROI , INFINITY )

SAMPLE SIZE : 100 ( 20 REFUSAL AND NON RESPONSE

)
Did you consume any health food drinks in your childhood? If yes, then
which one and why?
PIE 1
PLAIN MILK BOURNVITA HORLICKS
BOOST COMPLAN OTHERS
8% 6% 4%

40%

21%

21%
•Does your child consume the same brand of health food drink? If no, then why?

•( applicable only to parents who said they used to drink branded health food drinks)

pie 2
YES NO

43%

57%
SOME REASONS WHY NOT :

( APPLICABLE ONLY TO PARENTS WHO SAID THEIR CHILDREN

USE DIFFERENT BRAND )

 LIKE THE TASTE BETTER

 DOCTOR SUGGESTED

 USE ONLY FRUIT JUICIES

 FOUND IT HEALTHIER
Which brand/brands of Health food drinks do
you purchase for your child/children?

PIE 3
BOOST BOURNVITA COMPLAN HORLICKS OTHERS
18% 7% 9%

36%

31%
What are the major factors that determine your purchase decisions? Rate
according toimportance on a scale of 1(Very unimportant) to 5 (Very
Important):

TOP THREE PRIORITIES

 TASTE/ FLAVOUR

 HEALTH

 PRICE

ADVERTISING AND BRAND IMAGE WERE RATED AS NOT VERY

IMPORTANT

LEAST IMPORTANT WERE AVAILABILITY AND COLOUR

What/who influences your Purchase Decision from the following?

PIE 4
ADS CHILDREN DOCTOR
FAMILY PAST EXP SHOP KEEPER
WORD OF MOUTH OTHERS
12% 14%

16%

5%

42%
11%
What are the major motives behind buying a health food drink for
your child/children?

COMMON MAJOR MOTIVES :

 TO SOMEHOW MAKE THE KID DRINK MILK

 TO MAKE THE DRINK WHOLESOME

 ADDED NUTRIENTS AND GROWTH BENEFITS

 FOR GOOD PHYSICAL GROWTH AND ALL ROUND

DEVELOPMENT
Which health food drink’s advertisement do you remember?

PIE 5
BOURNVITA BOOST HORLICKS COMPLAN

31%
29%

22%
18%