0 University of Santo Tomas College of Commerce and Business Administration 1st Semester, A.Y.

2010-2011

A Simplified Consumer Research Plan for Falcon Fire Extinguisher

Submitted by: Kristian M. Concepcion Irvin Lester D. Ong Mariz M. Santos

Submitted to: Mr. James Platon

October 9, 2010

1 TABLE OF CONTENTS Research Objectives............................................................................................................................. 2 Secondary Data .................................................................................................................................... 3 Primary Data.......................................................................................................................................... 6 Data Reporting & Analysis ................................................................................................................. 18 Appendix .............................................................................................................................................. 19

2 RESEARCH OBJECTIVES The researchers have enumerated below the objectives of this consumer research study.

1) Identify and understand what brand of fire extinguisher is at the top of mind awareness of consumers 2) Identify how consumers buy fire extinguishers, where they usually place fire extinguishers and how often they replace these 3) Analyze the data gathered about consumers buying fire extinguishers

SECONDARY DATA
Below is a table summarizing the secondary data that the researchers have read and acquired in the course of the research. Article 1. Fire extinguishers 101 Findings It enumerates the fire extinguisher types. It also provides useful information on how to use a fire extinguisher, where to place it and other information pertinent to fire extinguishers and fire prevention. 2. Report on a survey into portable fire extinguishers and their use The survey report contains statistics on Europes causes of fire, types of fire extinguisher used and other relevant data. It also contains statistics on how much Europe has saved in a specified time period and statistics on preferred types of fire extinguishers and where it is commonly used during fire incidents. 3. St. Dominic brochure The brochure contains the prices of Philippines Quantitative Survey carried out jointly by Fire Extinguishing Trades Association and Independent Fire Engineering et Distributors Association in the United Kingdom Quantitative Location National Fire Protection Association website (American) Design Qualitative and quantitative

what St. Dominic offers: fire safety equipment. Contains a little background information about the establishment. 4. Survey on fire extinguishers The survey is in PDF format and includes the questionnaire. It is similar to the survey on Article # 2. It is more comprehensive and is somewhat more raw. 5. Guidelines in the approval of alternative and/or remedial fire safety measures The form is available in the web site of the Bureau of Fire Protection, which came from the Department of the Interior and Local Government. It specifies requirements and guidelines to follow about fire safety measures. The secondary data obtained helped the researchers by providing them a background on the fire extinguisher industry in other countries. The data obtained includes consumer surveys on fire extinguishers. Bureau of Fire Protection (Philippines) Qualitative Fire Industry Association website (European) Quantitative and qualitative

The type of research used is one that is quantitative and partly qualitative. The researchers used exploratory research through the use of survey questionnaires and interviews. The survey questionnaires will be given only to the appropriate respondents. Those to be interviewed are people working in EPS Enterprises, manufacturer of Falcon brand of fire extinguisher.

PRIMARY DATA
Company background Efren P. Santos (EPS) Enterprises is a manufacturer, wholesaler and distributor of fire extinguishers and other firefighting equipment. It has been existing for 34 years now and has created a strong name within the fire extinguisher industry. It continues to be one of the most trusted manufactures of quality fire extinguishers.

Below is the questionnaire used in conducting the study. The following pages are the results of the survey: No. of respondents: 50 Respondent addresses: 42 Manila 6 Quezon City 2 Marikina City

Good day! We are Kristian Concepcion, Irvin Ong&Mariz Santos, students from the College of Commerce & Business Administration of the University of Santo Tomas.

We are conducting a survey regarding consumer attitudes on fire extinguishers. We would like to thank you for giving us the opportunity to take a few minutes of your time to assist us in answering this survey. There is no right or worn answers. Please give us your hones and objective opinions. Your responses will be treated with utmost confidentiality.

Q1. When thinking about fire extinguishers, what brand comes first to your mind? _________________________________

Q2. What else? ______________________________________

_______________________________________ _______________________________________

Q3. Where do you usually place fire extinguishers?

__Kitchen __Garage __Living room __Dining area

__Backyard __Bedroom __Others, please specify: _______________________________

Q4. What type of fire extinguisher do you prefer or are you familiar with? __Powder type (ammonium phosphate) __Foam type (aqueous film-forming foam) __Dry ice type __Liquid type __Others, please specify: _____________________________

Q5. The last time you bought a fire extinguisher, what brand did you buy? __Falcon __Fire Control __First Alert __Gemini __Guardland __Palmer Asia __Raven __Safe One __Others, please specify: _____________________________

Q6. What brand of fire extinguisher are you currently using? __Falcon __Fire Control __First Alert __Gemini __Guardland __Palmer Asia __Raven __Safe One __Others, please specify: _____________________________

Q7. Where do you most often purchase fire extinguisher(s)? __Mall __Hardware store __Manufacturer/Distributor/Wholesaler __Online __Yellow page __Fire department __Others, please specify: ______________________________

Q8. Please choose the level of importance of each quality of a fire extinguisher when buying one. A. Durability __Unimportant __A bit important __Important __Very Important

B. Lightness (Weight) __Unimportant C. Effectiveness __Unimportant __A bit important __Important __Very Important __A bit important __Important __Very Important

D. Price __Unimportant E. Product Delivery __Unimportant __A bit important __Important __Very Important __A bit important __Important __Very Important

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Q1. Top of mind awareness

Answers Falcon Fire control First alert Safe one Gemini Palmer Asia Raven Action Bronco 9 5 9 6 2 3 11 2 1 No. of answers

The findings reveal that Raven is the most recognized brand among thebrands of fire extinguishers answeredbythe respondents.Other brands known by the consumers are also enlisted. These brands are may be the most preferred by many buyers.

12

10

6 4

2 0 Falcon Fire First Alert Safe One Control Gemini Palmer Asia Raven Action Bronco

11

Q2. Other brand awareness

Answers Falcon Fire Control First Alert Champion Gemini Guardland Palmer Asia Raven Safe One Sentry Amerex Yamato 6 10 6 2 6 6 3 5 4 2 3 1 No. of answers

The table above shows the other brands that are familiarized by the respondents. Fire Control fire extinguishers topped the list, which can indicate that it is one of the brands that are being used bymost of the buyers and/or other suppliers. Yamato, on the other hand, is the least identified brand.

12 10 8 6 4 2 0

12

Q3. Placement of fire extinguishers

Answers Kitchen Garage Living Room Dining Area Backyard Bedroom 31 6 2 2 0 9 No. of answers

The results show that most consumers place fire extinguishers in their kitchen, which are considered to be a prone-to-accident area.The bedroom comes as the second most frequent placement of fire extinguishers.

35 30 25 20 15 10 5 0 Kitchen Garage Living Room Dining Area Backyard Bedroom

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Q4. Type of fire extinguisher preferred

Answers Powder type (ammonium phosphate) Foam type (aqueous film-forming foam) Dry ice type Liquid type No. of answers 34 6 2 8

The table above shows that most buyers of fire extinguishers chose the powder type (ammonium phosphate) among all the other types of fire extinguishers offered by the manufacturers/wholesalers/distributors.

40 35 30 25 20 15 10 5 0 Powder type (ammonium phosphate) Foam type (aqueous film-forming foam Dry ice type Liquid type

14

Q5. Brand bought last time

Answers Falcon Fire Control First Alert Gemini Guardland Palmer Asia Raven Safe One Others: Action Bronco 9 5 9 2 0 3 2 6 2 1 No. of answers

The answers above tell that the Falcon and First Alert brands of fire extinguishers were bought by most of the respondents of the survey conducted.

10 9 8 7 6 5 4 3 2 1 0

15

Q6. Current brand being used

Answers Falcon Fire Control First Alert Gemini Guardland Palmer Asia Raven Safe One Other: Action Bronco 9 5 9 2 0 3 2 6 2 1 No. of answers

The results show that Falcon and Fire Control fire extinguishers are being patronized by most of the respondents.

10 9 8 7 6 5 4 3 2 1 0

16

Q7. Frequency of place of fire extinguisher bought

Answers Mall Hardware store Manufacturer/distributor/wholesaler Online Yellow pages Fire department No. of answers 3 4 34 1 3 5

Most of the respondents buy manufacturer/wholesaler/distributor of fire extinguishers.

directly

from

the

40 35 30 25 20 15 10 5 0

17

Q8. Level of importance of each attribute of a fire extinguisher A. Durability Unimportant 0 Unimportant 2 A bit important 1 B. Lightness (weight) A bit important 5 C. Effectiveness Unimportant 0 D. Price Unimportant 2 A bit important 4 E. Product delivery Unimportant 1 A bit important 7 Important 26 Very important 16 Important 33 Very important 11 A bit important 0 Important 6 Very important 44 Important 10 Important 30 Very important 39 Very important 13

50 45 40 35 30 Unimportant 25 20 15 10 5 0 Durability Lightness (weight) Effectivness Price Product Delivery A bit important Important Very Important

18 DATA REPORTING & ANALYSIS The survey questionnaire contains only 8 questions and briefly covers the aspects of purchasing fire extinguishers. It is clear that Raven brand is at the top of mind awareness of consumers. Falcon has a significant share of answers from respondents in the top of mind awareness of consumers. Other brands mentioned by the respondents in the second question are either known brands or are brands that are not much known by other consumers. When asked about where consumers usually place fire extinguishers, the kitchen area appeared as the most frequent place where they place their fire extinguishers. The researchers assume that the kitchen is fire-prone area because this is where much of the appliances in the home are located; appliances such as the refrigerator, microwave oven, toaster, blender, gas range and other electrical appliances which may pose potential harm in causing fire. The powder type of fire extinguisher has the most answers. This means that the powder type is the most frequently used or purchased type by consumers. When asked about the last brand of fire extinguisher bought, Falcon and First Alert appears to have the highest number of tallied answers. Same results were acquired in question 7, wherein the brand being currently used by consumers are Falcon and First Alert. The most often place where respondents buy a fire extinguisher is through a manufacturer/distributor/wholesaler outlet. The last question, which requested respondents to choose the level of importance of each quality of fire extinguisher, revealed that all the qualities rated (durability, lightness, effectiveness, price, product delivery) had the most tallied answers on important and very important. This goes to show that since a fire extinguisher is not a fastmoving consumer good, much importance is given to the qualities of a fire extinguisher.

19

Q1. When thinking about fire extinguishers, what brand comes first to your mind? _________________________________

Q2. What else? ______________________________________ _______________________________________ _______________________________________

Q3. Where do you usually place fire extinguishers? __Kitchen __Garage __Living room __Dining area __Backyard __Bedroom __Others, please specify: _______________________________

Q4. What type of fire extinguisher do you prefer or are you familiar with? __Powder type (ammonium phosphate) __Foam type (aqueous film-forming foam) __Dry ice type __Liquid type __Others, please specify: _____________________________ Q5. The last time you bought a fire extinguisher, what brand did you buy? __Falcon __Fire Control __First Alert __Gemini __Guardland __Palmer Asia __Raven __Safe One __Others, please specify: _____________________________

Q6. What brand of fire extinguisher are you currently using? __Falcon __Fire Control __First Alert __Gemini __Guardland __Palmer Asia __Raven __Safe One __Others, please specify: _____________________________

20 Q7. Where do you most often purchase fire extinguisher(s)? __Mall __Hardware store __Manufacturer/Distributor/Wholesaler __Online __Yellow page __Fire department __Others, please specify: ______________________________

Q8. Please choose the level of importance of each quality of a fire extinguisher when buying one. A. Durability __Unimportant __A bit important __Important __Important __Important __Very Important __Very Important __Very Important

B. Lightness (Weight) __Unimportant __A bit important C. Effectiveness __Unimportant D. Price __Unimportant __A bit important

__A bit important

__Important __Important

__Very Important __Very Important

E. Product Delivery __Unimportant __A bit important