Marketing Research Is Generally Activated When There Is A Question To Be Answered , Only When There Is A Information Gap. • Marketing Research Is Generally Taken Up As A Short-term Project With Clearly Defined Scheduled,budget, Which Should Make Marketing Decision –making.

1. Market Research to Understand
Behavior of sales wrt Price and flavor
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2. MARKETING RESEARCH
• Marketing Research Is Generally Activated When There Is A Question To Be
Answered , Only When There Is A Information Gap.
• Marketing Research Is Generally Taken Up As A Short-term Project With Clearly
Defined Scheduled,budget, Which Should Make Marketing Decision –making.
• Who Does The Research?
• It Is A Intermittent Activity, Based On A Identical Information Gap Or Information
Need.
• A Large Number Of Professional Research Are Available To Do The Needful. They
Have Branches ( In Case Of India) All Over The Country And Some Have Global
Associates If Research Is Going Beyond India.

3. WHEN TO DO MARKETING RESEARCH
- When There Is A Information Gap Which Can Be Filled By
Doing Research.
- The Cost Filling Gap Through Marketing Research Is Less
Than Taking Wrong Decision Without Doing Research.
- The Time Taken For The Research Does Not Delay Decision
–making Beyond Reasonable Limits.
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4. TEST MARKETING
• This Is A Name Used For A Class Of Controlled
Experiments In Marketing Research.
• Its Objective Is To Predicts Sales Based On Change In
Marketing Variable Like Price, promotion, advertisement.
• Experimental Design Are Also Classified In Terms Of
Number Of Independent Variable Used .
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5. EXPERIMENTAL DESIGN
• The Design Of Experiment Is Most Critical When It Is Analysed Through Anova.
• The Types Of Design Use In Marketing Research Experiment Are:
• Completely Randomised Design In One Way-anova.
• This Design Is Used When Three Is Only One Category Of Independent Variable
And One Dependent Variable.
• Each Category Of Independent Variable Is Called The Level.
• In This Type Of Design We Randomly Allocate Various Sample To Different Level.
• Then We Conduct F-test Under Anova To Test The Null Hypothesis That The Mean
Value Of Independent Variable.

6. Objectives of Research methodology
• To measure correlation between sales price and flavor
• To measure the involvement of consumer with particular favoritism on flavor
• To measure consumer preference level of while considering price based on
flavor
• To measure the change in consumer behavior from the information to
interaction by shopkeeper
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7. Sample Frame
• Demographics: Shopkeeper
• Sample size: 20 respondents
• Location: limited to Mira Rd. ,Kandivli and Vasai
Own Shop
Worker
MALE
5
12
FEMALE
2
1
Gender/Type

8. Type and Tools for sample data collection:
• Primary
Data:
Structured
Questionnaire
administered
personally.
• Advantage : Better Feedback on personally administered
Questionnaire
• Disadvantage: The sample selected from limited area of
suburbs in Mumbai result may be vary on bigger sample of data

9. USE OF ANOVA IN
MARKETING RESEARCH
•
For primary data collection a structured questionnaire was made which was filled
by respondents.
•
Once the data collection was completed, analysis was carried out using SPSS,
software for analyzing the data.
•
Data analysis tools like t-test and Anova analysis was used to get the output of the
data.
• ANOVA uses squared deviation of variance so that computation of distance of
individual data point from their own mean or from grand mean can be summed (
i.e. S.D sum to zero).
• The total deviation of any particular data point may be partitioned into –
BETWEEN GROUP VARIANCE and WITHIN GROUP VARIANCE.

10. THE EXPERIMENT CONDUCTED ON ’20’ RANDOMLY
SELECTED RESPONDENT (ICE-CREAM):
PRICE OF 1l
KG.PACK
CODE
ICE-CREAM
FLAVOURS
CODE
1
Rs. 95.00
STRAWBERRY
1
2
Rs. 100.00
VANILLA
2
3
Rs. 110.00
CHOCOLATE
3
4
Rs. 120.00
Anjir(Fig)
4
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11. Variable View
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12. Data View
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13. OUTPUT OF SPSS OF ICE-CREAM RANDOMISED DESIGN ONE WAY
ANOVA ( FLAVOURS AND PRICE)
FLAVOURS Sum of Squares
Between
Groups
20
Within
Groups
5
Total
25
PRICE
Between
Groups
26.7
Within
Groups
0.5
Total
27.200
19
27.2
df
Mean Square
17
1.176
2
F
Sig.
0.471
0.85
2.5
6.282
0.146
19
17
1.571
2
0.25
19

14. Analysis
Q1.Are customer s particular while buying Ice-cream on basis of flavor? (1 being less likely and 10 being
most likly)
ICE-CREAM FLAVOURS
Rating
STRAWBERRY
VANILLA
CHOCOLATE
Anjir(Fig)
Statement 1 :
•
Conclusion :- Since the F value is 0.0031 which is less than 0.05, we reject H0.
•
There are significant differences in the preferred type of flavor according to Shopkeeper.
Statement 2:
•
Conclusion :- Since the p value is 0.019 which is greater than 0.05, we accept H0.
•
There are no significant differences in the preferred type of two types of flavours
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15. Analysis
Q2.Are customers preference on basis of cost? (1 being less likely and 10 being most likly)
PRICE OF 1l
KG.PACK
CODE
1
Rs. 95.00
2
Rs. 100
3
Rating
Rs. 110.00
Statement 1 :
4
Rs. 120.00
• Conclusion :- Since the F value is 0.0031 which is less than 0.05, we reject H0.
• There are significant differences in the preferred type of flavor according to Shopkeeper.
Statement 2:
• Conclusion :- Since the p value is 0.019 which is greater than 0.05, we accept H0.
• There are no significant differences in the preferred type of two types of flavours

16. ANOVA( SALES AND FLAVOURS)
SALES
Sum of Squares
df
Mean Square
F
Between Groups
147616.875
3
49205.65
212.011
Within Groups
65545.875
16
4096.68
Total
213163.75
19
Between Groups
0
3
0
Within Groups
25
16
1.563
Total
25
19
FLAVOURS
0
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17. ANOVA ( PRICE*SALES)
PRICE
Between
Groups
Within
Groups
Sum of Squares
df
F
Sig.
0
1
0.303
0.823
0
3
0
27.200
16
1.7
Total
27.2
SALES
Between
Groups
Within
Groups
11463.75
3
201700
16
Total
Mean Square
213163.75
19
19
3821.25
12606.25

18. • Statement:
• H0 : There are no significant differences in the preferred type of
Advertisement according to its impact of celebs ads and contest
ads
• H1 : There are significant differences in the preferred type of
Advertisement according to its impact of celebs ads and contest
ads
• Conclusion :- Since the p value is 0.666 which is greater than
0.05, we accept H0.
• There are no differences in the preferred type of Advertisement
according to its impact of celebs ads and contest ads

19. Data Collected From various
Sources(Sales/Flavors)
Sales/Flavo
urs
900
930
1000
1020
1025
1050
1075
1090
1100
1110
1125
1150
1
0
0
1
0
0
1
1
0
0
0
0
0
2
0
0
1
0
1
0
0
0
0
0
0
1
3
0
1
0
0
0
0
0
0
1
0
1
0
4
1
0
0
1
0
0
0
1
0
1
0
0
Total
1
1
2
1
1
1
1
1
1
1
1
1

20. Chi-Square Tests( SALES*FLAVOURS)
Test Type
Value
df
Asymp. Sig. (2-sided)
Pearson Chi-Square
52.000(a)
51
0.435
Likelihood Ratio
49.9
51
0.517
Association
0.813
1
0.367
N of Valid Cases
20
Linear-by-Linear
a) 72 cells (100.0%) have expected count less than 5. The
minimum expected count is .25.

21. • Statement 1 :
• Conclusion :- Since the p value is 0.435 which is greater
than 0.05, we accept H0. There are no significant differences
in respondent’s preference towards brand
• Statement 2 :
• Conclusion :- Since the p value is 0.517 which is greater
than 0.05, we accept H0. There are no significant differences
in respondent’s agreement towards the statement that I
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22. Data Collected From various
Sources(Sales/Price)
Sales/Price
900
930
1000
1020
1025
1050
1075
1090
1100
1110
1125
1150
1175
1
0
0
0
0
0
1
0
1
0
0
1
0
1
2
0
0
0
0
0
0
0
0
0
1
0
1
0
3
0
0
0
1
1
0
1
0
1
0
0
0
0
4
1
1
2
0
0
0
0
0
0
0
0
0
0
Total
1
1
2
1
1
1
1
1
1
1
1
1
1

23. Chi-Square Tests(PRICE*SALES)
Test Type
Value
df
Asymp. Sig. (2-sided)
Pearson Chi-Square
56.250(a)
51
.285
Likelihood Ratio
50.515
51
.493
Association
12.232
1
0.0
N of Valid Cases
20
Linear-by-Linear
a) 72 cells (100.0%) have expected count less than 5. The
minimum expected count is .20.

24. • Statement 1 :
• Conclusion :- Since the p value is 0.009 which is less than 0.05,
we reject H0. There are significant differences in respondent’s
agreement towards the statement that I prefer brand engaging
with the customers to promote their product or service
•
• Statement 2 :
• Conclusion :- Since the p value is 0.192 which is greater than
0.05, we accept H0. There are no significant differences in
respondent’s agreement towards the statement that I prefer
interacting with brands of my choice

25. Chi-Square Tests(PRICE*FLAVOURS)
Test Type
Value
df
Asymp. Sig. (2-sided)
Pearson Chi-Square
.000(a)
9
Likelihood Ratio
0
9
1
Linear-by-Linear
Association
0
1
1
N of Valid Cases
20
a) 16 cells (100.0%) have expected count less than 5. The
minimum expected count is 1.00.
1

26. Descriptive Statistics
Minimum
N Statistics Statistics
Maximum
Statistics
Mean
Statistics
Std. Error
Std.
Deviation
Variance
SALES
20
900
1310
1104.25
23.685
105.92
11219.14
FLAVOURS
20
1
4
2.5
0.256
1.147
1.316
PRICE
20
1
4
2.2
0.268
1.196
1.432
Valid N
(listwise)
20
4

27. OBSERVATIONS
• Usefulness of Advertisements
– Respondents consider banner ads to be their 1st most preferred type of advertisements according to its
usefulness following by online ads , tv ads & print ads respectively
• Impact of Advertisements
– Majority of the respondents were able to recall for a brand easily after watching an advertisement
• Different forms of Advertisement
– There are different forms of Advertisements that creates an impact on the respondent in terms of its
usefulness out of which celebs advertisements has the highest impact on the respondent followed by
creative media ads followed by traditional, Online ads & advertisements involving engagement.
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28. • Brand Engagement
– Majority of the respondents prefer brand communicating with consumers
• Interactive Advertising
– In terms of awareness level of different methods of interactive advertising social media has
the highest level of awareness among the respondents followed by vouchers and discounts
,brand involvement contest and sms & win prizes
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29. Suggestions and
recommendations
•
To make advertising more fruitful brands should consider engagement with the customers as important as communicating with the customers
•
Interactive advertisements have a better recall then normal advertisements hence brands should consider interaction based advertising as an important
medium for awareness
•
With a better recall value & personal engagement with a brand it creates an impact on consumer buying decision
•
It is recommended for brands to make their advertising campaign more informative & engaging rather than having a celebrity endorsements
•
Advertisements should have Promotional campaigns like discounts & vouchers, should be entertaining & funny because it has better impact on customers
•
Platforms like Social networking sites & blogs are highly engaging & interactive, brands should consider these platforms for interaction
•
Brands should have an separate engaging campaign to have interaction with the customers
•
Brands should spend more on interactive advertising media like Internet & Mobile compare to Traditional advertising Media like Print & Radio
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30. Conclusion
• Most of the respondents says that banner ads are most useful
• Most of the respondents said advertisements creates an awareness for a
brand & helps in brand recall value
• Most of the respondents said that celebrities advertisements have a
greater impact on them
• In terms of awareness level of different methods of interactive
advertising social media has the highest level of awareness among the
respondents followed by vouchers and discounts & sms & win prizes

31. conclusion
•
In terms of interaction most of the respondents who are interested in advertisement prefer ads to be
entertaining & to be of their interest. Brand loyalty & celebrities & contest are also factors for
consideration
•
In regards of platforms for interaction majority of respondents prefer internet to interact most of
the engaging & interactive ad campaigns should be on Internet
•
Brands generally advertise to have an impact on customers mind & to create a high brand recall
value which will eventually leads to sales but customers expect advertisements to be useful & to be
appropriate
•
Brands should incentivize the customers with discounts & vouchers to increase interaction &
eventually increase sales of their product & service.

32. Thank You.
• Questions ???
• Comments #@$%
• Concerns !!!
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