RESEARCH PROPOSAL

ON

PARRY'S SUGAR
09-12-2013

Presented by: Drishti Tantia Viraj Kondawar Hemal Maniar Vivek Kar Sraj Seshadri Tousif Azam Sunil Soni

BACKGROUND
Public company headquartered in Chennai, South India that has been in business for more than 225 years. Parrys Sugar: fastest & most progressive company in India. Produce superior grade sugar & associated products.

MANAGEMENT PROBLEM
Parrys management wants to launch an ad campaign in India by Jan, 2014 Select the appropriate ad concept out of the following four:

1.
2. 3. 4.

Innocence of a child First crush Sweet Memories Mothers love

RESEARCH OBJECTIVES

The main objective of the research is to identify the best advertising concept for Parrys Sugar in India.
To identify the potential target market for Parrys in India. To evaluate the various factors which emotionally appeals the most to the target audience. To identify advertising strategy used by competitors in the market.

LITERATURE REVIEW

Lyn Daff, (2011) "The research proposal", Accounting, Auditing & Accountability Journal, Vol. 24 Iss: 4, pp.553 553 Basic structure of a research proposal can be understood from this journal Fortin, Pierre. "Unemployment Insurance Meets the Classical Labor Supply Model." Economics Letters 14 (1984): 275-81 Sources of data to be included in a research proposal Kalt, Joseph P. and Mark A. Zupan. "Capture and Ideology in the Economic Theory of Politics." American Economic Review 74 (June 1984): 279-300 Crisp and lucid literature review can be seen in this journal Kau, James B. and Paul H. Rubin. "Voting on Minimum Wages: A Time-Series Analysis." Journal of Political Economy 86 (April 1978): 337-42 Methodology to sample the frames can be clearly understood from this journal

Sources of Data

Type and Nature of Data

Analysis of Data

Primary Sources

Secondary Sources

In order to find out who our potential target customers would be and to identify the factors present in the Ads influencing emotional connect of the customers, we will be focusing on getting information from following primary sources: Focus Group Discussions Interviews Experiments Questionnaire through E-Mails and at Shopping Malls

In order to know about the strategies applied by the competitors to gain market share in India, we extract information from the following secondary sources: Official Publications from Ministry of Food and Agriculture Records from Co-Operative Societies Demographic statistics on the Internet

Sources of Data

Type and Nature of Data

Analysis of Data

QUANTITATIVE DATA

Structured interviews Questionnaires Demographic information

QUALITATIVE DATA

In depth interview Focus group Experiments case studies

Sources of Data

Type and Nature of Data

Analysis of Data

Qualitative Data Analysis: Behavioural observation Hypothesis testing

Quantitative Data Analysis: Central tendency Dispersion measurement Frequency polygons Correlation

SAMPLING
Who?
Variable

Where?

How?

How many?

Scale of measurement

Gender

Male, Female

Age Household Type

Upto 25 years, 26-45 years, 46-65 years, 65 & above Nuclear, Joint family

Income

<2 Lakhs, (2-5)Lakhs, (5-10)Lakhs, >10 Lakhs

SAMPLING
Who? Where? How?
How many?

3 groups :
1.
2. 3.

Mumbai: West Delhi: North Bangalore: South

SAMPLING
Who?

Where?

How?

How many?

Sampling frame
Customer bills database b. Telephone directories c. Personal Contacts d. Social networking websites Sampling Procedure Variables a. Convenient Sampling Work b. Quota Sampling Age c. Stratified Sampling
a.

Scale of measurement Working Women Non Working Women <30 years >30 years

SAMPLING
Who?
Type of study

Where?
Minimum size

How?

How many?
Typical range

research Surveys

600

500- 1000

Face to Face Interviews

50 each in 3 cities

100- 200

Focus groups

2 groups in Bangalore 2 groups in Mumbai 1 group in Delhi

8- 12 / group

Experiment

1 each in Bangalore, Delhi, Mumbai

8-10 / group

BUDGET

TOTAL COST: Rs 591450

GANTT CHART
Desk Research Develop sampling frame Questionaire development Qualitative fieldwork, training Qualitative data collection Quantitative data collection Analysis and interpretation Presentation Final report No of days

Task

Start Date

No of days

End date

Desk Research
Develop sampling frame Questionnaire development Qualitative fieldwork, training Qualitative data collection Quantitative data collection Analysis and interpretation Presentation Final report

10-12-2013
13-12-2013 15-12-2013 15-12-2013 19-12-2013 02-01-2014 09-01-2014 11-01-2014 12-01-2014

3
2 1 4 14 7 2 1 1

12-12-2013
15-12-2013 16-12-2013 19-12-2013 02-01-2014 09-01-2014 11-01-2014 12-01-2014 13-01-2014

BIBLIOGRAPHY
http://www.parrysugar.in/ http://business.uonbi.ac.ke/node/1565 http://www.slideshare.net/zoezhou11/researc h-proposal-ppt-for-aveda http://www.pearsonhighered.com/assets/hip/ us/hipus/hipuspearsonhighered/samplechapt er/0130417890.pdf

APPENDIX: QUESTIONAIRE
1) What things you like in an advertisement? 1) To what extent an adverstisement impact your purchase decision? 2) Which sugar brand do you prefer?

5) How many kgs of sugar would you buy in a month approx?

6) How much can you spend for branded sugar? 7) What are the various factors that appeal to you in an ad?

8) Do ?
9) What are the various changes that you want in sugar? 10) Can impressive ads change your purchasing style?