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Marketing Research on Soya Milk
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Instructors Name : Samy Ahmed (SYA)
Course Name : Marketing Research
Course Code : MKT 470
Section : 05
MARKETING REASEARH O N SOYA MILK
Prepared By:
Sanjana Tazrin 102-0109-030
Salma Tanjeem 102-0254-030
Sadiqur Rahman 093-0173-030
M. Iqbal Elahi 071-860-030
Azas Shahriar 093-0088-030
Mustafa Al Reza 081-650-030
Roshnia Saba 082-283-030
Submisstion Date: 13 April, 2014
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EXECUTIVE SUMMARY
Our research project is based on a survey which has been done on Soya milk. In this research
project we tried to find out whether People prefer soya milk over cow milk in Dhaka city. Our
main objective is to find out how many of the people like to drink soya milk and what is their
knowledge about soya milk. We have taken our survey in Gulshan Ladies Park and NSU
students. We directly went to every respondent and collected data from them. We tried to keep
all the data confidential we collected from our respondents. Our survey method was cost efficient
and convenient. At the same time our survey method has physical ability and it is time efficient.
As we have collected information from going to every individual there is a less chance of getting
wrong information. We have used SPSS 17 to interpret our data. 1st we entered the data, then we
analyzed the data, then we used data conversion. In our questionnaire we have 5 demographic
questions and 16 other questions. We have used crosstab, independent sample t-test, and
ANOVA and regression analysis.
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TABLE OF CONTENT
Page No
Introduction
Benefits of Soya Milk
Background
Marketing Research Objective
Research Hypothesis
Research Methodology
Research Design
Ethical Consideration
Limitations
Scheduling
Editing and Cleaning Data
Questionnaire
Objective of using the Questionnaire
Methods for obtaining data SPSS 22
Developing the data analysis
Justification of the Questions in the Survey
Evaluation of questions
Data Analysis
Conclusion
Recommendation
4
4
6
7
7
8
8
9
9
10
11
11
14
15
15
16
16
21
42
43
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INTRODUCTION
Today soya milk is becoming very popular for the substitute of cow milk. Soy milk also called
(soya milk, soymilk, soybean milk, or soy juice) and sometimes referred to as soy drink/beverage
is a beverage made from soybeans. A stable suspension of oil, water, and protein, it is produced
by soaking dry soybeans and grinding them with water. Soya milk contains about the same
proportion of protein as cow's milk. Around 3.5%; also 2% fat, 2.9% carbohydrate, and 0.5%
ash. Soya milk can be made at home with traditional kitchen tools or with a soy milk machine.
BENEFITS OF SOY MILK
Soy milk, which is made from soaking, grinding and boiling soy beans with water, is a very
nutritious drink. Soy is naturally high in essential fatty acids, proteins, fiber, vitamins and
minerals. These nutrients provide energy and keep your body functioning at its optimum level.
Below are the six most important health benefits you can acquire from drinking soy milk.
1. Improve Lipid Profile: The most important attribute of soy milk is its ability to improve
your blood lipid profile. Unlike dairy milk, which is high in saturated fat and cholesterol,
soy milk fat is mostly unsaturated with zero cholesterol. The monounsaturated and
polyunsaturated fatty acids in soy can inhibit the transport of cholesterol into your blood
stream. Studies have shown that regular intake of soy can significantly lower you blood
concentrations of triglyceride and low density lipoproteins (LDL) and raise the level of high
density lipoproteins (HDL). This combined effect makes soy milk an ideal drink if you have
high cholesterol or have a family history of coronary heart diseases.
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2. Strengthen Blood Vessel Integrity: The omega-3 and omega-6 fatty acids as well as the
powerful phyto-antioxidants in soy can effectively protect your blood vessels from lesions
and hemorrhage. These compounds bind to the blood vessel lining and defend your lining
cells from free radical attacks and cholesterol deposits. The binding of these nutrients also
improve the fluidity and flexibility of your blood vessels so that they are much more
resilient to blood pressure changes.
3. Promote Weight Loss: Soy milk is naturally lower in sugar content than regular milk.
Cow's milk has about 12 grams of sugar per cup as opposed to only 7 grams in soy milk.
This is why a cup of whole soy milk has only 80 calories, which is the equivalent of skim
milk. In addition, the monounsaturated fatty acid in soy milk can inhibit your intestinal
absorption of fat, which is another great advantage for weight loss. Drinking soy milk also
gives you an extra dose of fiber, keeping your feeling fuller for longer time.
4. Prevent Prostate Cancer: Soy milk is a rich source of phytoestrogen, a unique plant
hormone that can inhibit the production of testosterone in men. Reduced testosterone levels
can significantly cut the risk of prostate cancer. Studies have shown that men who eat a soy-
rich diet are less likely to develop prostate hypertrophy or prostate cancer
5. Prevent Postmenopausal Syndromes: During menopause, a woman’s natural production
of estrogen drops to a minimum. The sudden reduction of estrogen creates a number of
health problems for postmenopausal women. Postmenopausal women have higher risks of
heart disease, diabetes and obesity. They are also more vulnerable to depression, mood
swings, insomnia and other psychological disorders. The phytoestrogen in soy is an
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effective estrogen replacement. Regular intake of soy is a great way to prevent and alleviate
these postmenopausal syndromes
6. Prevent Osteoporosis: Osteoporosis is another age and hormone related disease. The
phytoestrogen in soy can help accelerate calcium absorption by your body and prevent the
loss of bone mass. For the maximum benefit, make sure to buy the soy milk that is fortified
with extra calcium and vitamin D.
BACKGROUND
The oldest evidence of soy milk production is from China. Where a kitchen scene proving use of
soya milk is incised on a stone slab dated around AD 25–220. It also appeared in a chapter called
Four Taboos (Szu-Hui) in the AD 82 book called Lunheng by Wang Chong, possibly the first
written record of soya milk. Facts of soya milk are rare prior to the 20th century and widespread
usage before then is unlikely. According to popular tradition in China, soya milk was developed
by Liu An for medicinal purposes, although there is no historical evidence for this legend. This
legend first started in the 12th century and was not clearly stated until late 15th century in
Bencao Gangmu, where Li was attributed to the development of tofu with no mention of soya
milk. Later writers in Asia and the West additionally attributed development of soya milk to Liu
An, assuming that he could not have made tofu without making soy milk. However, it is also
likely that Liu An has been falsely attributed to the development of tofu by writers after his time.
However, some recent writers attributed Liu An to have developed tofu in 164 BC.
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MARKETING RESEARCH OBJECTIVE
This research paper focuses on the demand of soya milk in the market of Dhaka city. Our
objectives are:
Broad objective:
 Whether people prefer soya milk over cow milk
Specific objectives:
 To find out if people are aware of soya milk
 To find out whether people like to drink soya milk or not.
 To find out the reaction (positive/negative) of people regarding soya milk
 To find out the type (age, gender, marital status, profession and income level etc.) of
people who are interested to drink soya milk
 To find out whether people think that Soya milk should go for a tetra packet or not.
RESEARCH HYPOTHESIS
Null Hypothesis: “People prefer soya milk over cow milk in Dhaka city.”
Alternative Hypothesis: “People do not prefer soya milk over cow milk in Dhaka city.”
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RESEARCH METHODOLOGY
The basic research method that we have used throughout this paper is ‘Survey’ and ‘Secondary
data analyses’. The main tool used for this research is structured questionnaire. We took most of
the surveys from Gulshan Ladies Park and North South University students. We also collected
our data from some of the customers of soya milk. We have surveyed total 100 people.
RESEARCH DESIGN
Our research is based on exploratory research. Our primary research is to collect the raw data.
Collecting raw data from various sources was required to process, tabulate, edit for the purpose
of the study. After processing the data, we applied few statistical tools wherever required we
came up with a meaningful results. Besides, some graphical presentations such as pie chart, bar
chart and so on are used. A schedule of our working process and period is given below.
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ETHICAL CONSIDERATION
In our marketing research project, we have tried to protect the information of our respondents. In
addition, we haven’t gathered the questionnaire of every respondents serially rather haphazardly.
Moreover, we have not taken or influenced the respondents to write down their names or contact
number. Therefore the information of every respondent we have taken is highly confidential.
In addition, we let them know our purpose of conducting this research and ensured them that we
will not reveal the information to anyone. Furthermore, as we have done the marketing research
course with our honorable course instructor, Mr. Samy Ahmed, we were well prepared for how
to conduct an in-depth survey. So we have applied the procedures what we have learnt from this
course.
LIMITATIONS
In every research project, research outcome may face some limitations. The present project is of
no exception from this. In spite of our sincere efforts to keep it at minimal, we faced some
limitations to conduct this study.
 The research was conducted under the set up of basic research, which has been done for
academic purposes. So there might not be adequate level of professionalism, which might
be required at the corporate level.
 Some respondents did not answer all the questions. We assured them that the
questionnaire was for academic purpose only but still many questions were left
unanswered.
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 Time was constrained therefore it was quite difficult to carry out
the report work in such a less time.
Despite these limitations, we tried our best to collect necessary data and information that have
been analyzed in the subsequent section.
SCHEDULING
No. Process Description Duration
in days
01 Pre research study and
design process
Questionnaire prepared and tested in the field
level.
04
02 Survey Total 100 questionnaires are conducted. 05
03 Data processing Crosschecking and data processing of survey
conducted with key information.
06
04 Data analysis and
report writing and
Submission of report
Data processed and analyzed 04
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EDITING AND CLEANING DATA
After collecting the data from the survey, it had to edit. Editing is the process of checking the
data for necessary corrections. We found some errors in responses—some of the questions were
not filled up properly and left incomplete. We did not want to have any missing values, and so in
the end twenty (15) questionnaires that were incomplete had to be resurveyed.
QUESTIONNAIRE
The survey was conducted by a questionnaire, which contain 21 questions along with 5
demographic questions. Our questionnaire is given below:
Age a) 20-30 b) 30-40 c) 40 above
Gender: [_] Male [_] Female
Income Level
(a)TK 10,000- TK 40,000 (b) TK 40,000-TK 70,000 (c)TK 70,000-TK 100,000
(d) TK 100,000-TK 250,0000
1. How would you rank yourself as a health conscious person?
a) I am very much health conscious
b) I am health conscious
c) I am not health conscious at all
d) I am somewhat health conscious
2. Do you differ between healthy and unhealthy ingredients while purchasing food products
a) Yes b) No c) May be d) Didn’t think about it
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3. Are you concerned about heart disease, diabetics, overweight, blood pressure?
a) Yes b) No c) May be d) At times
4. Are you taking any steps to prevent yourself from being effected by such diseases?
a) Yes b) Sometimes c) I plan to d) Didn’t think about it
5. If a substitute of dairy milk is offered to you that has same benefit like protein, vitamins
and minerals but non-fat would you purchase it?
a) Yes I would
b) Most likely I would
c) That would depend
d) No I would not
6. How often do you consume milk?
a) At least once a day
b) I sometimes drink milk
c) I hardly drink milk
d) I don’t drink milk
7. Do you like the taste ofmilk in its natural form/without adding any flavors?
a) Yes b) Sometimes c) Rarely d) Never
8. What do you understand by soya?
a) it’s a fruit b) it’s a che4mical c) it’s a flower d) it’s a seed
9. Have you heard of soya milk before?
a) Yes I have b) M4aybe c) I don’t remember d) Never
10. Have you ever consumed any soya product till now?
a) Yes I have b) No I haven’t c) Rarely d) Never
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11. If yes does it taste better than dairy milk?
a) Yes it tastes better
b) Couldn’t find any difference
c) No I like dairy milk better
d) No I have never consumed soya milk before
12. Are you willing to include it in your daily diet if it is available?
a) Yes I would b) I may c) No I won’t d) It depends
13. How much do you spend on dairy milk per week?
a) TK 200-350 b) TK 100-200 c) TK 100 or less d) I don’t spend
14. Are you willing to pay a slightly high price for soya milk?
a) Yes I would b) I may c) Depends on quality d) No I won’t
15. At what quantity/size would you like to purchase soya milk?
a) 250 ml b) 500 ml c) 1 Liter d) 2 Liter
16. Would you prefer Soya milk if it came in different flavors?
a) Yes I would b) I may c) No I won’t d) Depends on flavors
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OBJECTIVE OF USING THE
QUESTIONNAIRE
Our whole questionnaire is made based on primary information and based on that we have
collected our sample data. The survey method had been selected as the research tool for
following reasons.
 Cost efficiency: We found that this method was relatively cheaper as we only needed to
print a copy and then make copies of it and then distribute them to the respondents.
 Convenience: Questionnaire design is a simpler and easier way to collect responses and
conduct the survey, so it was convenient for us to use this tool.
 Physical availability: Here we could see the persons who were responding to our
questionnaire, so we could easily perceive their condition where they were appropriate
for being our respondent or not.
 Time efficiency: We had time constraints, and getting questionnaires filled up by the
respondents was also time-consuming, so making short format questionnaire saved our
time.
 Less possibility of getting wrong information: Here if the respondent did not
understand any meaning of the questionnaire, then we could easily make them
understand. So there was less possibility of making mistake.
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METHODS FOR OBTAINING DATA SPSS 22
After getting all the questionnaires filled up, each of the questions was coded along with the
variables with SPSS. Here, all of the options in each of the questions are entered to make a
database. This SPSS database then became the source of further analysis. With the help of the
data sheets then it was analyzed further by using various methods like frequency, cross
tabulation and Chi-square, Correlation, One-sample T test.
DEVELOPING THE DATA ANALYSIS
Coding: Each question was being coded to a computer readable form for using in the SPSS.
Then the data were entered from the questionnaires. This was time consuming and needed much
skill.
Data entry: After entering all the responses from each question, the data entering part was done.
Then we proceeded forward for the final job, which was analysis.
Data Analysis: By using SPSS, we put the formula, and then the software automatically gave us
the result. We could get a number of tables, charts by this process. Then we proceeded for the
data conversion and interpretation part.
Data conversion: All the SPSS result sheets had to be converted into managerially
understandable form. We converted them to word documents, made tables, graphs and wrote the
analysis with words.
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JUSTIFICATION OF THE QUESTIONS IN
THE SURVEY
The survey questionnaire had intended to reveal two different aspects of the respondents. For the first
part, every respondent had to fill five questions to provide their demographic information. The second
part of the questionnaire was intended to disclose whether the respondents are aware on soya
milk or not. Then they need to answer about the soya milk, from where they want to purchase,
how many quantity or packet size they want etc. Are they really aware of their health, if they
aware of health what should prefer dairy milk or soya milk etc.
EVALUATION OF QUESTIONS
Here are some demographic questions
Age
Purpose: To measure the percentage regarding age group in order to evaluate validity and find
out age specific consumption pattern.
Coding: 1= 20-30 2= 30-40 3= 40 above
Gender
Purpose: This is a direct demographic question. By analyzing this question we can identify the
gender group of respondents.
Coding: 1= Male, 2= Female
Income level:
1= TK 10,000- TK 40,000 2= TK 40,000-TK 70,000 3= TK 70,000-TK 100,000
4= TK 100,000-TK 250,0000
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The survey questions and their explanation are given below:
1) How would you rank yourself as a health conscious peroson?
a) I am very much health conscious
b) I am health conscious
c) I am not health conscious at all
d) I am somewhat health conscious
Purpose: this question was asked to find out about the health consciousness. According
to respondents
Coding: 1= I am very much health conscious, 2= I am health conscious, 3= I am not health
conscious at all, 4= I am somewhat health conscious
2) Do you differ between healthy and unhealthy ingredients while purchasing food products?
a) Yes b) No c) May be d) Didn’t think about it
Purpose: this question was asked to find out differ between healthy and unhealthy ingredients
while purchasing food products. According to respondents
1= Yes, 2= No, 3= May be, 4= Didn’t think about it
3) Are you concern about heart disease, diabetics, overweight, and blood pressure?
Yes b) No c) May be
Purpose: by this question we can easily find the respondent’s preferences concern about the
heart disease, diabetics, overweight, and blood pressure. According to respondents
Coding: 1= yes, 2= No, 3= May be, 4= At times
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4) Are you taking any steps to prevent yourself from being effected by such diseases?
a)Yes b) Sometimes c) I plan to d) Didn’t think about it
Purpose: the purpose of asking this question was to find out their taking steps for preventing
such diseases. According to respondents
Coding: 1= Yes, 2= Sometimes, 3= I plan to, 4= Didn’t think about it
5) If a substitute of dairy milk is offered to you that has same benefit like protein, vitamins and
minerals but non-fat would you purchase it
a) Yes I would
b) Most likely I would
c) That would depend
d) No I would not
Purpose: the purpose of asking this question was to find out the way by which the respondents
get to if the substitute of dairy milk is offered like same benefited in dairy milk so the customer
would purchase or not
Coding: 1= Yes I would, 2=Most likely I would, 3= That would depend, 4= No I would not
6) How often do you consume milk?
a) At least once a day
b) I sometimes drink milk
c) I hardly drink milk
d) I don’t drink milk
Purpose: the purpose of asking this question to know how often do consume milk .
Coding: 1= At least once a day, 2=I sometimes drink a milk , 3=I hardly drink a milk, 4= I don’t
drink milk.
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7) Do you like the taste of milk in its natural form/without adding any flavors
a) Yes b) Sometimes c) Rarely d) Never
Purpose: the purpose of asking this question was to find out the number of those respondents
who they like the taste of dairy milk without adding any flavors or not.
Coding: 1= Yes, 2= Sometimes, 3=Rarely, 4= Never
8) What do you understand by soya?
a) it’s a fruit b) it’s a chemical c) it’s a flower d) it’s a seed
Purpose: The purpose of asking this question to know about the respondents about soya
knowledge.
Coding: 1= It’s a fruit, 2= It’s a chemical 3= It’s a flower 4= It’s a seed
9) Have you heard of soya milk before?
a) Yes I have b) Maybe c) I don’t remember d) Never
Purpose: we try to find out whether the respondents heard about soya milk before or not
Coding: 1=yes I have, 2= Maybe, 3= I don’t remember, 4= Never
10) Have you ever consumed any soya product till now?
a) Yes I have b) No I haven’t c) Rarely d) Never
Purpose: the purpose of asking this question is to find whether the respondents ever purchased
soya product.
Coding: 1= Yes I have, 2=No I haven’t, 3= Rarely, 4= Never
11) If yes does it taste better than dairy milk?
a) Yes it tastes better
b) Couldn’t find any difference in taste
c) No I like dairy milk better
d) No I have never consumed dairy milk before
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Purpose: the purpose of this question is to find out if people buy soya milk before so what about
its taste
Coding: 1= Yes it tastes better, 2= Couldn’t find any difference in taste, 3= No I like dairy milk
better, 4= No I have never consumed dairy milk before
12) Are you willing to include it in your daily diet if it is available to?
a) Yes I would b) I may c) No I won’t d) It depends
Purpose: main purpose of this question is to find out whether people like to include soyamilk in
their daily diet if it is available
Coding: 1= Yes I would, 2= I may , 3= No I won’t, 4= It depends
13) How much do you spend on dairy milk per week?
a) TK 200-350 b) TK 100-200 c) TK 100 or less d) I don’t spend
Purpose: our main purpose to find out people how much spend on dairy milk
Coding: 1=TK350-200, 2=TK200-100, 3=TK100 or less 4= I don’t
14) Are you willing to pay a slightly high price for soya milk?
a) Yes I would b) I may c) No I won’t d) It depends
15) At what quantity/size would you like to purchase your soya milk?
a) 250 ml b) 500 ml c) 1 Liter d) 2 Liter
Purpose: we try to find out what quantity or size people would like to purchase
Coding: 1=250 ml, 2=500 ml, 3=1 liter, 4= 2 Liter
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Purpose: If soya milk slightly increase their price the respondent consume the product or not
Coding: 1= Yes I would, 2= I may, 3= No I won’t, 4= It depends
16) Would you prefer Soya milk if it came in different flavors?
a) Yes I would b) I may c) No I won’t d) Depends on flavors
Purpose: how people think it comes in market with different flavors
Coding: 1=Yes I would, 2=I may, 3=No I won’t, 4= Depends on flavors
DATA ANALYSIS
In this section of the report we will analysis our data of the questionnaire survey. Our
questionnaire consisted of five demographic questions and 21 other questions which related to
our research topic.
The demographic questions were Age, Gender, income level. The relevance for including each of
these questions as well as important findings of the analysis has been discussed along with the
explanation of the frequencies.
We have entered the data in SPSS and run various statistical processes. Here we discuss them.
We begin with simple frequency distribution of some of our most important questions in the
questionnaire, including the relevance for the question in the report as well as relating the
marketing logic that would help us to prove or disprove our hypothesis.
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Data Analysis:
Crosstabs:-
Age * How would you rank yourself as a health conscious person?
Crosstab
How would you rank yourself as a health conscious person?
Total
I am very much
health consious
I am health
conscious
I am not at all
health consicous
I am somewhat
health consicous
Age 20-30 Count 0 26 3 7 36
% of Total .0% 26.0% 3.0% 7.0% 36.0%
30-40 Count 24 10 0 0 34
% of Total 24.0% 10.0% .0% .0% 34.0%
40 Above Count 30 0 0 0 30
% of Total 30.0% .0% .0% .0% 30.0%
Total Count 54 36 3 7 100
% of Total 54.0% 36.0% 3.0% 7.0% 100.0%
Symmetric Measures
Value
Asymp. Std.
Errora
Approx. Tb
Approx. Sig.
Interval by Interval Pearson's R -.719 .014 -10.254 .000c
Ordinal by Ordinal Spearman Correlation -.826 .022 -14.529 .000c
N of Valid Cases 100
a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.
c. Based on normal approximation.
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As this crosstab correlation shows that age between 20-30 are less health conscious, but they
tries to be conscious about their health. And ages between 30-40 are health conscious and they
care about their health. At last the age 40 and above shows that all of them are very health
conscious and of aging they cares about their health more than youngers.
Gender * How would you rank yourself as a health conscious person?
Crosstab
How would you rank yourself as a health conscious person?
Total
I am very much
health consious
I am health
conscious
I am not at all
health consicous
I am somewhat
health consicous
Gender Male Count 27 18 3 7 55
% of Total 27.0% 18.0% 3.0% 7.0% 55.0%
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Female Count 27 18 0 0 45
% of Total 27.0% 18.0% .0% .0% 45.0%
Total Count 54 36 3 7 100
% of Total 54.0% 36.0% 3.0% 7.0% 100.0%
Symmetric Measures
Value
Asymp. Std.
Errora
Approx. Tb
Approx. Sig.
Interval by Interval Pearson's R -.246 .075 -2.516 .013c
Ordinal by Ordinal Spearman Correlation -.176 .095 -1.766 .080c
N of Valid Cases 100
a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.
c. Based on normal approximation.
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Here we can see that among 55 male person only 27 person are health conscious whereas 27
female among 45 female are more health. So based on this statistics we can say that female are
more health conscious than male.
Age * Do you differ between healthy and unhealthy ingredients while
purchasing food prodocuts?
Crosstab
Do you differ between healthy and unhealthy ingredients while
purchasing food prodocuts?
TotalYes No Maybe
Did not think
about it
Age 20-30 Count 16 7 0 13 36
% of Total 16.0% 7.0% .0% 13.0% 36.0%
30-40 Count 6 3 14 11 34
% of Total 6.0% 3.0% 14.0% 11.0% 34.0%
40 Above Count 30 0 0 0 30
% of Total 30.0% .0% .0% .0% 30.0%
Total Count 52 10 14 24 100
% of Total 52.0% 10.0% 14.0% 24.0% 100.0%
Symmetric Measures
Value
Asymp. Std.
Errora
Approx. Tb
Approx. Sig.
Interval by Interval Pearson's R -.383 .080 -4.108 .000c
Ordinal by Ordinal Spearman Correlation -.397 .091 -4.285 .000c
N of Valid Cases 100
a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.
c. Based on normal approximation.
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Ages between 20-30 cares about food ingredients while purchasing food products. And ages
between 30-40 cares less while purchasing food ingredients. But ages above 40 cares a lot while
purchasing food products more than the others.
Gender * Do you differ between healthy and unhealthy ingredients while
purchasing food prodocuts?
Crosstab
Do you differ between healthy and unhealthy ingredients while
purchasing food prodocuts?
TotalYes No Maybe
Did not think
about it
Gender Male Count 31 5 7 12 55
% of Total 31.0% 5.0% 7.0% 12.0% 55.0%
Female Count 21 5 7 12 45
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% of Total 21.0% 5.0% 7.0% 12.0% 45.0%
Total Count 52 10 14 24 100
% of Total 52.0% 10.0% 14.0% 24.0% 100.0%
Symmetric Measures
Value
Asymp. Std.
Errora
Approx. Tb
Approx. Sig.
Interval by Interval Pearson's R .087 .100 .866 .389c
Ordinal by Ordinal Spearman Correlation .091 .100 .905 .368c
N of Valid Cases 100
a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.
c. Based on normal approximation.
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According to this statistics Male person has answered that they cares a lot while purchasing food
ingredients, whereas the females are less.
Age * Are you concerned about heart disease, diabetics, over weight, blood
pressure?
Crosstab
Are you concerned about heart disease, diabetics,
over weight, blood pressure?
TotalYes Maybe At times
Age 20-30 Count 0 36 0 36
% of Total .0% 36.0% .0% 36.0%
30-40 Count 0 16 18 34
% of Total .0% 16.0% 18.0% 34.0%
40 Above Count 14 16 0 30
% of Total 14.0% 16.0% .0% 30.0%
Total Count 14 68 18 100
% of Total 14.0% 68.0% 18.0% 100.0%
Symmetric Measures
Value
Asymp. Std.
Errora
Approx. Tb
Approx. Sig.
Interval by Interval Pearson's R -.413 .064 -4.491 .000c
Ordinal by Ordinal Spearman Correlation -.275 .095 -2.833 .006c
N of Valid Cases 100
a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.
c. Based on normal approximation.
Marketing Research on Soya Milk
29
Based on this statistics ages 23-30 and 30-40 are not so conscious about heart diseases, diabetes
and blood pressure. But ages above 40 most of them are health conscious and they really tries to
control these diseases maintain some rules and regulations.
Gender * Are you concerned about heart disease, diabetics, over weight,
blood pressure?
Crosstab
Are you concerned about heart disease, diabetics,
over weight, blood pressure?
TotalYes Maybe At times
Gender Male Count 0 37 18 55
% of Total .0% 37.0% 18.0% 55.0%
Female Count 14 31 0 45
Marketing Research on Soya Milk
30
% of Total 14.0% 31.0% .0% 45.0%
Total Count 14 68 18 100
% of Total 14.0% 68.0% 18.0% 100.0%
Symmetric Measures
Value
Asymp. Std.
Errora
Approx. Tb
Approx. Sig.
Interval by Interval Pearson's R -.553 .044 -6.568 .000c
Ordinal by Ordinal Spearman Correlation -.562 .042 -6.725 .000c
N of Valid Cases 100
a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.
c. Based on normal approximation.
Marketing Research on Soya Milk
31
This statistics shows that females are much more conscious than male to control heart diseases,
diabetes, and blood pressure.
Frequency Table
For question 4-12, we have evaluated in terms of Frequency:
4. Are you taking any steps to prevent yourself being effected by
such diseases?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes 13 13.0 13.0 13.0
Sometimes 22 22.0 22.0 35.0
I plan to 26 26.0 26.0 61.0
Didnt think about it yet 39 39.0 39.0 100.0
Total 100 100.0 100.0
When people were asked if they were taking any steps to prevent diseases like heart disease,
diabetics etc. most people have answered most people have answered didn’t think about it.
Which shows maybe people in our country are not that health conscious.
Marketing Research on Soya Milk
32
5.If a substitute of dairly milk is offered to you that has same benefit like
protein, vitamins and minerals but non-fat would you purchase it?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes I would 36 36.0 36.0 36.0
Most likely I would 10 10.0 10.0 46.0
That would depend 39 39.0 39.0 85.0
No I would not 15 15.0 15.0 100.0
Total 100 100.0 100.0
When we asked people if they were given a substitute of dairy milk, which would provide
similar benefit would they prefer it, most people said that would depend and secondly they said
that they would purchase it.
Marketing Research on Soya Milk
33
6.How often do you consume milk?
Frequency Percent Valid Percent
Cumulative
Percent
Valid At least once a day 15 15.0 15.0 15.0
I sometimes drink milk 37 37.0 37.0 52.0
I hardly drink milk 27 27.0 27.0 79.0
I dont drink milk 21 21.0 21.0 100.0
Total 100 100.0 100.0
When we asked our respondents how often they drank milk 37% people said they sometimes
drink milk, whereas only 15% people said they drank milk once a day.
7.Do you like the taste of milk in its natural form/without adding
any flavors?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes 25 25.0 25.0 25.0
Marketing Research on Soya Milk
34
Sometimes 37 37.0 37.0 62.0
Rarely 9 9.0 9.0 71.0
Never 29 29.0 29.0 100.0
Total 100 100.0 100.0
When we asked people if they preferred the taste of milk, without any added flavour, 37% of the
people said they like it sometimes, and 29% of them have said they never have it without adding
any extra flavours.
8.What do you understand by soya?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Its a fruit 11 11.0 11.0 11.0
Its a chemical 17 17.0 17.0 28.0
its a flower 17 17.0 17.0 45.0
Its a seed 55 55.0 55.0 100.0
Total 100 100.0 100.0
Marketing Research on Soya Milk
35
When we asked our respondents what they understood about soya, More than half of the people
surveyed, 55% of them said that it’s a seed, which shows they have idea about it.
9.Have you heard of soya milk before?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes I have 16 16.0 16.0 16.0
Maybe 34 34.0 34.0 50.0
I dont remember 30 30.0 30.0 80.0
Never 20 20.0 20.0 100.0
Total 100 100.0 100.0
Marketing Research on Soya Milk
36
When people were asked, if they heard about soya milk before the response was very few of
them knew about it, 34% of the people said maybe, and 30% answers were given signifying they
don’t remember.
10. Have you ever consumed any soya product till now?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes I have 35 35.0 35.0 35.0
No I have not 18 18.0 18.0 53.0
Rarely 20 20.0 20.0 73.0
Never 27 27.0 27.0 100.0
Total 100 100.0 100.0
Marketing Research on Soya Milk
37
When the respondents were asked if they have ever consumed any product made of soya, 35% of
them said they had consumed it before, whereas only 18% people said they have not.
11. If yes does it taste better than dairy milk?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes it tastes better 19 19.0 19.0 19.0
Couldnt find any difference 32 32.0 32.0 51.0
No I like dairy milk better 20 20.0 20.0 71.0
No I have never consumed
soya milk before
29 29.0 29.0 100.0
Total 100 100.0 100.0
Marketing Research on Soya Milk
38
When we asked our respondents if they thought there was any difference between the taste of
soya milk and dairy milk 32% of the respondents said, they couldn’t find any difference.
Secondly 29% of the people said they haven’t ever tried it.
12. Are you willing to include it in your daily diet if it is available?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes I would 21 21.0 21.0 21.0
I may 24 24.0 24.0 45.0
No I wont 18 18.0 18.0 63.0
It depends 37 37.0 37.0 100.0
Total 100 100.0 100.0
Marketing Research on Soya Milk
39
When we asked people if they would want to include soya milk in their daily diet, most people
said that it would depend on different factors. Only 18% people had said that they wouldn’t
include it in their diet.
Marketing Research on Soya Milk
40
Correlations
Correlation helps us understand the relationship among variables. The questions which we have
chosen out of our survey to measure the correlation among them are question 13-15.
Through this we find out how positive or negatively these variables are related.
Correlations
How much do
you spend on
dairy milk per
week?
Are you willing
to pay a slightly
high price for
soya milk?
At what
quantity/size
would you like
to purchase
soya milk?
How much do you spend on
dairy milk per week?
Pearson Correlation 1 .032 -.139
Sig. (2-tailed) .752 .167
N 100 100 100
Are you willing to pay a
slightly high price for soya
milk?
Pearson Correlation .032 1 .320**
Sig. (2-tailed) .752 .001
N 100 100 100
At what quantity/size would
you like to purchase soya
milk?
Pearson Correlation -.139 .320**
1
Sig. (2-tailed) .167 .001
N 100 100 100
**. Correlation is significant at the 0.01 level (2-tailed).
In correlation, if the p value is below 5% which is the level of significance, we reject our null
hypothesis and accept our alternate hypothesis, in this specific correlation table we have tried to
establish relation among variables of, how much a person spends on milk per week, would
he/she pay higher price for soya milk, and how it would vary according to the quantity or size
being available of the soya milk.
Marketing Research on Soya Milk
41
One sample T test
One-Sample Statistics
N Mean Std. Deviation Std. Error Mean
Would you prefer Soya milk
if it came in different flavors?
100 2.5900 1.23987 .12399
One-Sample Test
Test Value = 2.5
t df Sig. (2-tailed) Mean Difference
95% Confidence Interval of the
Difference
Lower Upper
Would you prefer Soya milk if
it came in different flavors?
.726 99 .470 .09000 -.1560 .3360
In this T-test we see that if people were given different options for Soya milk flavors still it
would not affect their purchase, they would be indifferent towards it.
Marketing Research on Soya Milk
42
CONCLUSION
Based on the primary research and secondary data, conclusions about the soya milk consumption
are:
 Now-a-days people prefer soya milk more than cow milk
 We got positive responses regardind people prefering soya milk
Thus the research hypothesis proved correct. I also recommend marketers to undertake a
comprehensive campaign to raise public awareness about the soya milk and its neutrients. Also
they should provide a clear picture of how the soya milk will be beneficial to us by including the
comparison between the costs and benefits of soya milk vs. cow milk or other options.
Marketing Research on Soya Milk
43
RECOMMENDATION
I. As soya milk is totally a new product in the Bangladesh market, it is essential to follow
the basic market concepts, that is, using informative advertisement’s for the new product.
From our research we have many people haven’t even heard of soya milk yet, and only
few in number have ever had soya milk before. Thus it is essential to educate the
consumer’s in the market before any other marketing approach is taken. Consumers
should be thought about the benefit of the product and how it can be included in one daily
life. For in
II. Persuasive promotional campaign is a must for soya milk to have its day in the
Bangladeshi market. Even before the birth of the Bangladesh (when it was under India
during Mughal period) people of this region has been having milk, it’s been more like a
cultural thing in here. Even during wedding we can see bride and groom having milk
from the same glass. To change such long practice, intense promotional campaign is a
must. To make the matter worse for the entrance of soya milk now even zero-fat cow
milk, with varieties of flavor’s can be found in the market, so not only do they have to
promote their though free trails and other exceptional promotional campaign they must
also make sure that the taste of soya milk beat’s the taste of cow milk, otherwise keeping
up in the Bangladesh market will be almost impossible for soya milk.
III. Price always plays a very important role for any kind of product. From our research we
have that not many people are willing to pay a higher price for soya milk, so price tagged
on soya milk has to be very calculative. If too much high price is charged then people
will never switch from cow milk to soya milk, and if too less of a price is charged then
Marketing Research on Soya Milk
44
people may think there may be some kind of problem with the product and product itself
will look very needy.
IV. Proper availability of the soya milk will also play a major role for it’s existence in the
Bangladesh market. As it will act as a substitute of cow milk so it must be found in
almost every places where cow milk is found to better compete in the market. Thus it
must be made available to local general stores as well as super stores, that has recently
shaken the rich neighborhood of the Bangladeshi market.
V. Selecting a proper target market is a must. As it is a completely new product for the
Bangladeshi market, it is not advised to run the production in large rather this product
should be launched in Dhaka initially. If soya milk is a hit in Dhaka then other cities such
as Chittagong and Sylhet should be targeted before launching the product in whole
Bangladesh.

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Market Research on Soya milk

  • 1. Marketing Research on Soya Milk 1 Instructors Name : Samy Ahmed (SYA) Course Name : Marketing Research Course Code : MKT 470 Section : 05 MARKETING REASEARH O N SOYA MILK Prepared By: Sanjana Tazrin 102-0109-030 Salma Tanjeem 102-0254-030 Sadiqur Rahman 093-0173-030 M. Iqbal Elahi 071-860-030 Azas Shahriar 093-0088-030 Mustafa Al Reza 081-650-030 Roshnia Saba 082-283-030 Submisstion Date: 13 April, 2014
  • 2. Marketing Research on Soya Milk 2 EXECUTIVE SUMMARY Our research project is based on a survey which has been done on Soya milk. In this research project we tried to find out whether People prefer soya milk over cow milk in Dhaka city. Our main objective is to find out how many of the people like to drink soya milk and what is their knowledge about soya milk. We have taken our survey in Gulshan Ladies Park and NSU students. We directly went to every respondent and collected data from them. We tried to keep all the data confidential we collected from our respondents. Our survey method was cost efficient and convenient. At the same time our survey method has physical ability and it is time efficient. As we have collected information from going to every individual there is a less chance of getting wrong information. We have used SPSS 17 to interpret our data. 1st we entered the data, then we analyzed the data, then we used data conversion. In our questionnaire we have 5 demographic questions and 16 other questions. We have used crosstab, independent sample t-test, and ANOVA and regression analysis.
  • 3. Marketing Research on Soya Milk 3 TABLE OF CONTENT Page No Introduction Benefits of Soya Milk Background Marketing Research Objective Research Hypothesis Research Methodology Research Design Ethical Consideration Limitations Scheduling Editing and Cleaning Data Questionnaire Objective of using the Questionnaire Methods for obtaining data SPSS 22 Developing the data analysis Justification of the Questions in the Survey Evaluation of questions Data Analysis Conclusion Recommendation 4 4 6 7 7 8 8 9 9 10 11 11 14 15 15 16 16 21 42 43
  • 4. Marketing Research on Soya Milk 4 INTRODUCTION Today soya milk is becoming very popular for the substitute of cow milk. Soy milk also called (soya milk, soymilk, soybean milk, or soy juice) and sometimes referred to as soy drink/beverage is a beverage made from soybeans. A stable suspension of oil, water, and protein, it is produced by soaking dry soybeans and grinding them with water. Soya milk contains about the same proportion of protein as cow's milk. Around 3.5%; also 2% fat, 2.9% carbohydrate, and 0.5% ash. Soya milk can be made at home with traditional kitchen tools or with a soy milk machine. BENEFITS OF SOY MILK Soy milk, which is made from soaking, grinding and boiling soy beans with water, is a very nutritious drink. Soy is naturally high in essential fatty acids, proteins, fiber, vitamins and minerals. These nutrients provide energy and keep your body functioning at its optimum level. Below are the six most important health benefits you can acquire from drinking soy milk. 1. Improve Lipid Profile: The most important attribute of soy milk is its ability to improve your blood lipid profile. Unlike dairy milk, which is high in saturated fat and cholesterol, soy milk fat is mostly unsaturated with zero cholesterol. The monounsaturated and polyunsaturated fatty acids in soy can inhibit the transport of cholesterol into your blood stream. Studies have shown that regular intake of soy can significantly lower you blood concentrations of triglyceride and low density lipoproteins (LDL) and raise the level of high density lipoproteins (HDL). This combined effect makes soy milk an ideal drink if you have high cholesterol or have a family history of coronary heart diseases.
  • 5. Marketing Research on Soya Milk 5 2. Strengthen Blood Vessel Integrity: The omega-3 and omega-6 fatty acids as well as the powerful phyto-antioxidants in soy can effectively protect your blood vessels from lesions and hemorrhage. These compounds bind to the blood vessel lining and defend your lining cells from free radical attacks and cholesterol deposits. The binding of these nutrients also improve the fluidity and flexibility of your blood vessels so that they are much more resilient to blood pressure changes. 3. Promote Weight Loss: Soy milk is naturally lower in sugar content than regular milk. Cow's milk has about 12 grams of sugar per cup as opposed to only 7 grams in soy milk. This is why a cup of whole soy milk has only 80 calories, which is the equivalent of skim milk. In addition, the monounsaturated fatty acid in soy milk can inhibit your intestinal absorption of fat, which is another great advantage for weight loss. Drinking soy milk also gives you an extra dose of fiber, keeping your feeling fuller for longer time. 4. Prevent Prostate Cancer: Soy milk is a rich source of phytoestrogen, a unique plant hormone that can inhibit the production of testosterone in men. Reduced testosterone levels can significantly cut the risk of prostate cancer. Studies have shown that men who eat a soy- rich diet are less likely to develop prostate hypertrophy or prostate cancer 5. Prevent Postmenopausal Syndromes: During menopause, a woman’s natural production of estrogen drops to a minimum. The sudden reduction of estrogen creates a number of health problems for postmenopausal women. Postmenopausal women have higher risks of heart disease, diabetes and obesity. They are also more vulnerable to depression, mood swings, insomnia and other psychological disorders. The phytoestrogen in soy is an
  • 6. Marketing Research on Soya Milk 6 effective estrogen replacement. Regular intake of soy is a great way to prevent and alleviate these postmenopausal syndromes 6. Prevent Osteoporosis: Osteoporosis is another age and hormone related disease. The phytoestrogen in soy can help accelerate calcium absorption by your body and prevent the loss of bone mass. For the maximum benefit, make sure to buy the soy milk that is fortified with extra calcium and vitamin D. BACKGROUND The oldest evidence of soy milk production is from China. Where a kitchen scene proving use of soya milk is incised on a stone slab dated around AD 25–220. It also appeared in a chapter called Four Taboos (Szu-Hui) in the AD 82 book called Lunheng by Wang Chong, possibly the first written record of soya milk. Facts of soya milk are rare prior to the 20th century and widespread usage before then is unlikely. According to popular tradition in China, soya milk was developed by Liu An for medicinal purposes, although there is no historical evidence for this legend. This legend first started in the 12th century and was not clearly stated until late 15th century in Bencao Gangmu, where Li was attributed to the development of tofu with no mention of soya milk. Later writers in Asia and the West additionally attributed development of soya milk to Liu An, assuming that he could not have made tofu without making soy milk. However, it is also likely that Liu An has been falsely attributed to the development of tofu by writers after his time. However, some recent writers attributed Liu An to have developed tofu in 164 BC.
  • 7. Marketing Research on Soya Milk 7 MARKETING RESEARCH OBJECTIVE This research paper focuses on the demand of soya milk in the market of Dhaka city. Our objectives are: Broad objective:  Whether people prefer soya milk over cow milk Specific objectives:  To find out if people are aware of soya milk  To find out whether people like to drink soya milk or not.  To find out the reaction (positive/negative) of people regarding soya milk  To find out the type (age, gender, marital status, profession and income level etc.) of people who are interested to drink soya milk  To find out whether people think that Soya milk should go for a tetra packet or not. RESEARCH HYPOTHESIS Null Hypothesis: “People prefer soya milk over cow milk in Dhaka city.” Alternative Hypothesis: “People do not prefer soya milk over cow milk in Dhaka city.”
  • 8. Marketing Research on Soya Milk 8 RESEARCH METHODOLOGY The basic research method that we have used throughout this paper is ‘Survey’ and ‘Secondary data analyses’. The main tool used for this research is structured questionnaire. We took most of the surveys from Gulshan Ladies Park and North South University students. We also collected our data from some of the customers of soya milk. We have surveyed total 100 people. RESEARCH DESIGN Our research is based on exploratory research. Our primary research is to collect the raw data. Collecting raw data from various sources was required to process, tabulate, edit for the purpose of the study. After processing the data, we applied few statistical tools wherever required we came up with a meaningful results. Besides, some graphical presentations such as pie chart, bar chart and so on are used. A schedule of our working process and period is given below.
  • 9. Marketing Research on Soya Milk 9 ETHICAL CONSIDERATION In our marketing research project, we have tried to protect the information of our respondents. In addition, we haven’t gathered the questionnaire of every respondents serially rather haphazardly. Moreover, we have not taken or influenced the respondents to write down their names or contact number. Therefore the information of every respondent we have taken is highly confidential. In addition, we let them know our purpose of conducting this research and ensured them that we will not reveal the information to anyone. Furthermore, as we have done the marketing research course with our honorable course instructor, Mr. Samy Ahmed, we were well prepared for how to conduct an in-depth survey. So we have applied the procedures what we have learnt from this course. LIMITATIONS In every research project, research outcome may face some limitations. The present project is of no exception from this. In spite of our sincere efforts to keep it at minimal, we faced some limitations to conduct this study.  The research was conducted under the set up of basic research, which has been done for academic purposes. So there might not be adequate level of professionalism, which might be required at the corporate level.  Some respondents did not answer all the questions. We assured them that the questionnaire was for academic purpose only but still many questions were left unanswered.
  • 10. Marketing Research on Soya Milk 10  Time was constrained therefore it was quite difficult to carry out the report work in such a less time. Despite these limitations, we tried our best to collect necessary data and information that have been analyzed in the subsequent section. SCHEDULING No. Process Description Duration in days 01 Pre research study and design process Questionnaire prepared and tested in the field level. 04 02 Survey Total 100 questionnaires are conducted. 05 03 Data processing Crosschecking and data processing of survey conducted with key information. 06 04 Data analysis and report writing and Submission of report Data processed and analyzed 04
  • 11. Marketing Research on Soya Milk 11 EDITING AND CLEANING DATA After collecting the data from the survey, it had to edit. Editing is the process of checking the data for necessary corrections. We found some errors in responses—some of the questions were not filled up properly and left incomplete. We did not want to have any missing values, and so in the end twenty (15) questionnaires that were incomplete had to be resurveyed. QUESTIONNAIRE The survey was conducted by a questionnaire, which contain 21 questions along with 5 demographic questions. Our questionnaire is given below: Age a) 20-30 b) 30-40 c) 40 above Gender: [_] Male [_] Female Income Level (a)TK 10,000- TK 40,000 (b) TK 40,000-TK 70,000 (c)TK 70,000-TK 100,000 (d) TK 100,000-TK 250,0000 1. How would you rank yourself as a health conscious person? a) I am very much health conscious b) I am health conscious c) I am not health conscious at all d) I am somewhat health conscious 2. Do you differ between healthy and unhealthy ingredients while purchasing food products a) Yes b) No c) May be d) Didn’t think about it
  • 12. Marketing Research on Soya Milk 12 3. Are you concerned about heart disease, diabetics, overweight, blood pressure? a) Yes b) No c) May be d) At times 4. Are you taking any steps to prevent yourself from being effected by such diseases? a) Yes b) Sometimes c) I plan to d) Didn’t think about it 5. If a substitute of dairy milk is offered to you that has same benefit like protein, vitamins and minerals but non-fat would you purchase it? a) Yes I would b) Most likely I would c) That would depend d) No I would not 6. How often do you consume milk? a) At least once a day b) I sometimes drink milk c) I hardly drink milk d) I don’t drink milk 7. Do you like the taste ofmilk in its natural form/without adding any flavors? a) Yes b) Sometimes c) Rarely d) Never 8. What do you understand by soya? a) it’s a fruit b) it’s a che4mical c) it’s a flower d) it’s a seed 9. Have you heard of soya milk before? a) Yes I have b) M4aybe c) I don’t remember d) Never 10. Have you ever consumed any soya product till now? a) Yes I have b) No I haven’t c) Rarely d) Never
  • 13. Marketing Research on Soya Milk 13 11. If yes does it taste better than dairy milk? a) Yes it tastes better b) Couldn’t find any difference c) No I like dairy milk better d) No I have never consumed soya milk before 12. Are you willing to include it in your daily diet if it is available? a) Yes I would b) I may c) No I won’t d) It depends 13. How much do you spend on dairy milk per week? a) TK 200-350 b) TK 100-200 c) TK 100 or less d) I don’t spend 14. Are you willing to pay a slightly high price for soya milk? a) Yes I would b) I may c) Depends on quality d) No I won’t 15. At what quantity/size would you like to purchase soya milk? a) 250 ml b) 500 ml c) 1 Liter d) 2 Liter 16. Would you prefer Soya milk if it came in different flavors? a) Yes I would b) I may c) No I won’t d) Depends on flavors
  • 14. Marketing Research on Soya Milk 14 OBJECTIVE OF USING THE QUESTIONNAIRE Our whole questionnaire is made based on primary information and based on that we have collected our sample data. The survey method had been selected as the research tool for following reasons.  Cost efficiency: We found that this method was relatively cheaper as we only needed to print a copy and then make copies of it and then distribute them to the respondents.  Convenience: Questionnaire design is a simpler and easier way to collect responses and conduct the survey, so it was convenient for us to use this tool.  Physical availability: Here we could see the persons who were responding to our questionnaire, so we could easily perceive their condition where they were appropriate for being our respondent or not.  Time efficiency: We had time constraints, and getting questionnaires filled up by the respondents was also time-consuming, so making short format questionnaire saved our time.  Less possibility of getting wrong information: Here if the respondent did not understand any meaning of the questionnaire, then we could easily make them understand. So there was less possibility of making mistake.
  • 15. Marketing Research on Soya Milk 15 METHODS FOR OBTAINING DATA SPSS 22 After getting all the questionnaires filled up, each of the questions was coded along with the variables with SPSS. Here, all of the options in each of the questions are entered to make a database. This SPSS database then became the source of further analysis. With the help of the data sheets then it was analyzed further by using various methods like frequency, cross tabulation and Chi-square, Correlation, One-sample T test. DEVELOPING THE DATA ANALYSIS Coding: Each question was being coded to a computer readable form for using in the SPSS. Then the data were entered from the questionnaires. This was time consuming and needed much skill. Data entry: After entering all the responses from each question, the data entering part was done. Then we proceeded forward for the final job, which was analysis. Data Analysis: By using SPSS, we put the formula, and then the software automatically gave us the result. We could get a number of tables, charts by this process. Then we proceeded for the data conversion and interpretation part. Data conversion: All the SPSS result sheets had to be converted into managerially understandable form. We converted them to word documents, made tables, graphs and wrote the analysis with words.
  • 16. Marketing Research on Soya Milk 16 JUSTIFICATION OF THE QUESTIONS IN THE SURVEY The survey questionnaire had intended to reveal two different aspects of the respondents. For the first part, every respondent had to fill five questions to provide their demographic information. The second part of the questionnaire was intended to disclose whether the respondents are aware on soya milk or not. Then they need to answer about the soya milk, from where they want to purchase, how many quantity or packet size they want etc. Are they really aware of their health, if they aware of health what should prefer dairy milk or soya milk etc. EVALUATION OF QUESTIONS Here are some demographic questions Age Purpose: To measure the percentage regarding age group in order to evaluate validity and find out age specific consumption pattern. Coding: 1= 20-30 2= 30-40 3= 40 above Gender Purpose: This is a direct demographic question. By analyzing this question we can identify the gender group of respondents. Coding: 1= Male, 2= Female Income level: 1= TK 10,000- TK 40,000 2= TK 40,000-TK 70,000 3= TK 70,000-TK 100,000 4= TK 100,000-TK 250,0000
  • 17. Marketing Research on Soya Milk 17 The survey questions and their explanation are given below: 1) How would you rank yourself as a health conscious peroson? a) I am very much health conscious b) I am health conscious c) I am not health conscious at all d) I am somewhat health conscious Purpose: this question was asked to find out about the health consciousness. According to respondents Coding: 1= I am very much health conscious, 2= I am health conscious, 3= I am not health conscious at all, 4= I am somewhat health conscious 2) Do you differ between healthy and unhealthy ingredients while purchasing food products? a) Yes b) No c) May be d) Didn’t think about it Purpose: this question was asked to find out differ between healthy and unhealthy ingredients while purchasing food products. According to respondents 1= Yes, 2= No, 3= May be, 4= Didn’t think about it 3) Are you concern about heart disease, diabetics, overweight, and blood pressure? Yes b) No c) May be Purpose: by this question we can easily find the respondent’s preferences concern about the heart disease, diabetics, overweight, and blood pressure. According to respondents Coding: 1= yes, 2= No, 3= May be, 4= At times
  • 18. Marketing Research on Soya Milk 18 4) Are you taking any steps to prevent yourself from being effected by such diseases? a)Yes b) Sometimes c) I plan to d) Didn’t think about it Purpose: the purpose of asking this question was to find out their taking steps for preventing such diseases. According to respondents Coding: 1= Yes, 2= Sometimes, 3= I plan to, 4= Didn’t think about it 5) If a substitute of dairy milk is offered to you that has same benefit like protein, vitamins and minerals but non-fat would you purchase it a) Yes I would b) Most likely I would c) That would depend d) No I would not Purpose: the purpose of asking this question was to find out the way by which the respondents get to if the substitute of dairy milk is offered like same benefited in dairy milk so the customer would purchase or not Coding: 1= Yes I would, 2=Most likely I would, 3= That would depend, 4= No I would not 6) How often do you consume milk? a) At least once a day b) I sometimes drink milk c) I hardly drink milk d) I don’t drink milk Purpose: the purpose of asking this question to know how often do consume milk . Coding: 1= At least once a day, 2=I sometimes drink a milk , 3=I hardly drink a milk, 4= I don’t drink milk.
  • 19. Marketing Research on Soya Milk 19 7) Do you like the taste of milk in its natural form/without adding any flavors a) Yes b) Sometimes c) Rarely d) Never Purpose: the purpose of asking this question was to find out the number of those respondents who they like the taste of dairy milk without adding any flavors or not. Coding: 1= Yes, 2= Sometimes, 3=Rarely, 4= Never 8) What do you understand by soya? a) it’s a fruit b) it’s a chemical c) it’s a flower d) it’s a seed Purpose: The purpose of asking this question to know about the respondents about soya knowledge. Coding: 1= It’s a fruit, 2= It’s a chemical 3= It’s a flower 4= It’s a seed 9) Have you heard of soya milk before? a) Yes I have b) Maybe c) I don’t remember d) Never Purpose: we try to find out whether the respondents heard about soya milk before or not Coding: 1=yes I have, 2= Maybe, 3= I don’t remember, 4= Never 10) Have you ever consumed any soya product till now? a) Yes I have b) No I haven’t c) Rarely d) Never Purpose: the purpose of asking this question is to find whether the respondents ever purchased soya product. Coding: 1= Yes I have, 2=No I haven’t, 3= Rarely, 4= Never 11) If yes does it taste better than dairy milk? a) Yes it tastes better b) Couldn’t find any difference in taste c) No I like dairy milk better d) No I have never consumed dairy milk before
  • 20. Marketing Research on Soya Milk 20 Purpose: the purpose of this question is to find out if people buy soya milk before so what about its taste Coding: 1= Yes it tastes better, 2= Couldn’t find any difference in taste, 3= No I like dairy milk better, 4= No I have never consumed dairy milk before 12) Are you willing to include it in your daily diet if it is available to? a) Yes I would b) I may c) No I won’t d) It depends Purpose: main purpose of this question is to find out whether people like to include soyamilk in their daily diet if it is available Coding: 1= Yes I would, 2= I may , 3= No I won’t, 4= It depends 13) How much do you spend on dairy milk per week? a) TK 200-350 b) TK 100-200 c) TK 100 or less d) I don’t spend Purpose: our main purpose to find out people how much spend on dairy milk Coding: 1=TK350-200, 2=TK200-100, 3=TK100 or less 4= I don’t 14) Are you willing to pay a slightly high price for soya milk? a) Yes I would b) I may c) No I won’t d) It depends 15) At what quantity/size would you like to purchase your soya milk? a) 250 ml b) 500 ml c) 1 Liter d) 2 Liter Purpose: we try to find out what quantity or size people would like to purchase Coding: 1=250 ml, 2=500 ml, 3=1 liter, 4= 2 Liter
  • 21. Marketing Research on Soya Milk 21 Purpose: If soya milk slightly increase their price the respondent consume the product or not Coding: 1= Yes I would, 2= I may, 3= No I won’t, 4= It depends 16) Would you prefer Soya milk if it came in different flavors? a) Yes I would b) I may c) No I won’t d) Depends on flavors Purpose: how people think it comes in market with different flavors Coding: 1=Yes I would, 2=I may, 3=No I won’t, 4= Depends on flavors DATA ANALYSIS In this section of the report we will analysis our data of the questionnaire survey. Our questionnaire consisted of five demographic questions and 21 other questions which related to our research topic. The demographic questions were Age, Gender, income level. The relevance for including each of these questions as well as important findings of the analysis has been discussed along with the explanation of the frequencies. We have entered the data in SPSS and run various statistical processes. Here we discuss them. We begin with simple frequency distribution of some of our most important questions in the questionnaire, including the relevance for the question in the report as well as relating the marketing logic that would help us to prove or disprove our hypothesis.
  • 22. Marketing Research on Soya Milk 22 Data Analysis: Crosstabs:- Age * How would you rank yourself as a health conscious person? Crosstab How would you rank yourself as a health conscious person? Total I am very much health consious I am health conscious I am not at all health consicous I am somewhat health consicous Age 20-30 Count 0 26 3 7 36 % of Total .0% 26.0% 3.0% 7.0% 36.0% 30-40 Count 24 10 0 0 34 % of Total 24.0% 10.0% .0% .0% 34.0% 40 Above Count 30 0 0 0 30 % of Total 30.0% .0% .0% .0% 30.0% Total Count 54 36 3 7 100 % of Total 54.0% 36.0% 3.0% 7.0% 100.0% Symmetric Measures Value Asymp. Std. Errora Approx. Tb Approx. Sig. Interval by Interval Pearson's R -.719 .014 -10.254 .000c Ordinal by Ordinal Spearman Correlation -.826 .022 -14.529 .000c N of Valid Cases 100 a. Not assuming the null hypothesis. b. Using the asymptotic standard error assuming the null hypothesis. c. Based on normal approximation.
  • 23. Marketing Research on Soya Milk 23 As this crosstab correlation shows that age between 20-30 are less health conscious, but they tries to be conscious about their health. And ages between 30-40 are health conscious and they care about their health. At last the age 40 and above shows that all of them are very health conscious and of aging they cares about their health more than youngers. Gender * How would you rank yourself as a health conscious person? Crosstab How would you rank yourself as a health conscious person? Total I am very much health consious I am health conscious I am not at all health consicous I am somewhat health consicous Gender Male Count 27 18 3 7 55 % of Total 27.0% 18.0% 3.0% 7.0% 55.0%
  • 24. Marketing Research on Soya Milk 24 Female Count 27 18 0 0 45 % of Total 27.0% 18.0% .0% .0% 45.0% Total Count 54 36 3 7 100 % of Total 54.0% 36.0% 3.0% 7.0% 100.0% Symmetric Measures Value Asymp. Std. Errora Approx. Tb Approx. Sig. Interval by Interval Pearson's R -.246 .075 -2.516 .013c Ordinal by Ordinal Spearman Correlation -.176 .095 -1.766 .080c N of Valid Cases 100 a. Not assuming the null hypothesis. b. Using the asymptotic standard error assuming the null hypothesis. c. Based on normal approximation.
  • 25. Marketing Research on Soya Milk 25 Here we can see that among 55 male person only 27 person are health conscious whereas 27 female among 45 female are more health. So based on this statistics we can say that female are more health conscious than male. Age * Do you differ between healthy and unhealthy ingredients while purchasing food prodocuts? Crosstab Do you differ between healthy and unhealthy ingredients while purchasing food prodocuts? TotalYes No Maybe Did not think about it Age 20-30 Count 16 7 0 13 36 % of Total 16.0% 7.0% .0% 13.0% 36.0% 30-40 Count 6 3 14 11 34 % of Total 6.0% 3.0% 14.0% 11.0% 34.0% 40 Above Count 30 0 0 0 30 % of Total 30.0% .0% .0% .0% 30.0% Total Count 52 10 14 24 100 % of Total 52.0% 10.0% 14.0% 24.0% 100.0% Symmetric Measures Value Asymp. Std. Errora Approx. Tb Approx. Sig. Interval by Interval Pearson's R -.383 .080 -4.108 .000c Ordinal by Ordinal Spearman Correlation -.397 .091 -4.285 .000c N of Valid Cases 100 a. Not assuming the null hypothesis. b. Using the asymptotic standard error assuming the null hypothesis. c. Based on normal approximation.
  • 26. Marketing Research on Soya Milk 26 Ages between 20-30 cares about food ingredients while purchasing food products. And ages between 30-40 cares less while purchasing food ingredients. But ages above 40 cares a lot while purchasing food products more than the others. Gender * Do you differ between healthy and unhealthy ingredients while purchasing food prodocuts? Crosstab Do you differ between healthy and unhealthy ingredients while purchasing food prodocuts? TotalYes No Maybe Did not think about it Gender Male Count 31 5 7 12 55 % of Total 31.0% 5.0% 7.0% 12.0% 55.0% Female Count 21 5 7 12 45
  • 27. Marketing Research on Soya Milk 27 % of Total 21.0% 5.0% 7.0% 12.0% 45.0% Total Count 52 10 14 24 100 % of Total 52.0% 10.0% 14.0% 24.0% 100.0% Symmetric Measures Value Asymp. Std. Errora Approx. Tb Approx. Sig. Interval by Interval Pearson's R .087 .100 .866 .389c Ordinal by Ordinal Spearman Correlation .091 .100 .905 .368c N of Valid Cases 100 a. Not assuming the null hypothesis. b. Using the asymptotic standard error assuming the null hypothesis. c. Based on normal approximation.
  • 28. Marketing Research on Soya Milk 28 According to this statistics Male person has answered that they cares a lot while purchasing food ingredients, whereas the females are less. Age * Are you concerned about heart disease, diabetics, over weight, blood pressure? Crosstab Are you concerned about heart disease, diabetics, over weight, blood pressure? TotalYes Maybe At times Age 20-30 Count 0 36 0 36 % of Total .0% 36.0% .0% 36.0% 30-40 Count 0 16 18 34 % of Total .0% 16.0% 18.0% 34.0% 40 Above Count 14 16 0 30 % of Total 14.0% 16.0% .0% 30.0% Total Count 14 68 18 100 % of Total 14.0% 68.0% 18.0% 100.0% Symmetric Measures Value Asymp. Std. Errora Approx. Tb Approx. Sig. Interval by Interval Pearson's R -.413 .064 -4.491 .000c Ordinal by Ordinal Spearman Correlation -.275 .095 -2.833 .006c N of Valid Cases 100 a. Not assuming the null hypothesis. b. Using the asymptotic standard error assuming the null hypothesis. c. Based on normal approximation.
  • 29. Marketing Research on Soya Milk 29 Based on this statistics ages 23-30 and 30-40 are not so conscious about heart diseases, diabetes and blood pressure. But ages above 40 most of them are health conscious and they really tries to control these diseases maintain some rules and regulations. Gender * Are you concerned about heart disease, diabetics, over weight, blood pressure? Crosstab Are you concerned about heart disease, diabetics, over weight, blood pressure? TotalYes Maybe At times Gender Male Count 0 37 18 55 % of Total .0% 37.0% 18.0% 55.0% Female Count 14 31 0 45
  • 30. Marketing Research on Soya Milk 30 % of Total 14.0% 31.0% .0% 45.0% Total Count 14 68 18 100 % of Total 14.0% 68.0% 18.0% 100.0% Symmetric Measures Value Asymp. Std. Errora Approx. Tb Approx. Sig. Interval by Interval Pearson's R -.553 .044 -6.568 .000c Ordinal by Ordinal Spearman Correlation -.562 .042 -6.725 .000c N of Valid Cases 100 a. Not assuming the null hypothesis. b. Using the asymptotic standard error assuming the null hypothesis. c. Based on normal approximation.
  • 31. Marketing Research on Soya Milk 31 This statistics shows that females are much more conscious than male to control heart diseases, diabetes, and blood pressure. Frequency Table For question 4-12, we have evaluated in terms of Frequency: 4. Are you taking any steps to prevent yourself being effected by such diseases? Frequency Percent Valid Percent Cumulative Percent Valid Yes 13 13.0 13.0 13.0 Sometimes 22 22.0 22.0 35.0 I plan to 26 26.0 26.0 61.0 Didnt think about it yet 39 39.0 39.0 100.0 Total 100 100.0 100.0 When people were asked if they were taking any steps to prevent diseases like heart disease, diabetics etc. most people have answered most people have answered didn’t think about it. Which shows maybe people in our country are not that health conscious.
  • 32. Marketing Research on Soya Milk 32 5.If a substitute of dairly milk is offered to you that has same benefit like protein, vitamins and minerals but non-fat would you purchase it? Frequency Percent Valid Percent Cumulative Percent Valid Yes I would 36 36.0 36.0 36.0 Most likely I would 10 10.0 10.0 46.0 That would depend 39 39.0 39.0 85.0 No I would not 15 15.0 15.0 100.0 Total 100 100.0 100.0 When we asked people if they were given a substitute of dairy milk, which would provide similar benefit would they prefer it, most people said that would depend and secondly they said that they would purchase it.
  • 33. Marketing Research on Soya Milk 33 6.How often do you consume milk? Frequency Percent Valid Percent Cumulative Percent Valid At least once a day 15 15.0 15.0 15.0 I sometimes drink milk 37 37.0 37.0 52.0 I hardly drink milk 27 27.0 27.0 79.0 I dont drink milk 21 21.0 21.0 100.0 Total 100 100.0 100.0 When we asked our respondents how often they drank milk 37% people said they sometimes drink milk, whereas only 15% people said they drank milk once a day. 7.Do you like the taste of milk in its natural form/without adding any flavors? Frequency Percent Valid Percent Cumulative Percent Valid Yes 25 25.0 25.0 25.0
  • 34. Marketing Research on Soya Milk 34 Sometimes 37 37.0 37.0 62.0 Rarely 9 9.0 9.0 71.0 Never 29 29.0 29.0 100.0 Total 100 100.0 100.0 When we asked people if they preferred the taste of milk, without any added flavour, 37% of the people said they like it sometimes, and 29% of them have said they never have it without adding any extra flavours. 8.What do you understand by soya? Frequency Percent Valid Percent Cumulative Percent Valid Its a fruit 11 11.0 11.0 11.0 Its a chemical 17 17.0 17.0 28.0 its a flower 17 17.0 17.0 45.0 Its a seed 55 55.0 55.0 100.0 Total 100 100.0 100.0
  • 35. Marketing Research on Soya Milk 35 When we asked our respondents what they understood about soya, More than half of the people surveyed, 55% of them said that it’s a seed, which shows they have idea about it. 9.Have you heard of soya milk before? Frequency Percent Valid Percent Cumulative Percent Valid Yes I have 16 16.0 16.0 16.0 Maybe 34 34.0 34.0 50.0 I dont remember 30 30.0 30.0 80.0 Never 20 20.0 20.0 100.0 Total 100 100.0 100.0
  • 36. Marketing Research on Soya Milk 36 When people were asked, if they heard about soya milk before the response was very few of them knew about it, 34% of the people said maybe, and 30% answers were given signifying they don’t remember. 10. Have you ever consumed any soya product till now? Frequency Percent Valid Percent Cumulative Percent Valid Yes I have 35 35.0 35.0 35.0 No I have not 18 18.0 18.0 53.0 Rarely 20 20.0 20.0 73.0 Never 27 27.0 27.0 100.0 Total 100 100.0 100.0
  • 37. Marketing Research on Soya Milk 37 When the respondents were asked if they have ever consumed any product made of soya, 35% of them said they had consumed it before, whereas only 18% people said they have not. 11. If yes does it taste better than dairy milk? Frequency Percent Valid Percent Cumulative Percent Valid Yes it tastes better 19 19.0 19.0 19.0 Couldnt find any difference 32 32.0 32.0 51.0 No I like dairy milk better 20 20.0 20.0 71.0 No I have never consumed soya milk before 29 29.0 29.0 100.0 Total 100 100.0 100.0
  • 38. Marketing Research on Soya Milk 38 When we asked our respondents if they thought there was any difference between the taste of soya milk and dairy milk 32% of the respondents said, they couldn’t find any difference. Secondly 29% of the people said they haven’t ever tried it. 12. Are you willing to include it in your daily diet if it is available? Frequency Percent Valid Percent Cumulative Percent Valid Yes I would 21 21.0 21.0 21.0 I may 24 24.0 24.0 45.0 No I wont 18 18.0 18.0 63.0 It depends 37 37.0 37.0 100.0 Total 100 100.0 100.0
  • 39. Marketing Research on Soya Milk 39 When we asked people if they would want to include soya milk in their daily diet, most people said that it would depend on different factors. Only 18% people had said that they wouldn’t include it in their diet.
  • 40. Marketing Research on Soya Milk 40 Correlations Correlation helps us understand the relationship among variables. The questions which we have chosen out of our survey to measure the correlation among them are question 13-15. Through this we find out how positive or negatively these variables are related. Correlations How much do you spend on dairy milk per week? Are you willing to pay a slightly high price for soya milk? At what quantity/size would you like to purchase soya milk? How much do you spend on dairy milk per week? Pearson Correlation 1 .032 -.139 Sig. (2-tailed) .752 .167 N 100 100 100 Are you willing to pay a slightly high price for soya milk? Pearson Correlation .032 1 .320** Sig. (2-tailed) .752 .001 N 100 100 100 At what quantity/size would you like to purchase soya milk? Pearson Correlation -.139 .320** 1 Sig. (2-tailed) .167 .001 N 100 100 100 **. Correlation is significant at the 0.01 level (2-tailed). In correlation, if the p value is below 5% which is the level of significance, we reject our null hypothesis and accept our alternate hypothesis, in this specific correlation table we have tried to establish relation among variables of, how much a person spends on milk per week, would he/she pay higher price for soya milk, and how it would vary according to the quantity or size being available of the soya milk.
  • 41. Marketing Research on Soya Milk 41 One sample T test One-Sample Statistics N Mean Std. Deviation Std. Error Mean Would you prefer Soya milk if it came in different flavors? 100 2.5900 1.23987 .12399 One-Sample Test Test Value = 2.5 t df Sig. (2-tailed) Mean Difference 95% Confidence Interval of the Difference Lower Upper Would you prefer Soya milk if it came in different flavors? .726 99 .470 .09000 -.1560 .3360 In this T-test we see that if people were given different options for Soya milk flavors still it would not affect their purchase, they would be indifferent towards it.
  • 42. Marketing Research on Soya Milk 42 CONCLUSION Based on the primary research and secondary data, conclusions about the soya milk consumption are:  Now-a-days people prefer soya milk more than cow milk  We got positive responses regardind people prefering soya milk Thus the research hypothesis proved correct. I also recommend marketers to undertake a comprehensive campaign to raise public awareness about the soya milk and its neutrients. Also they should provide a clear picture of how the soya milk will be beneficial to us by including the comparison between the costs and benefits of soya milk vs. cow milk or other options.
  • 43. Marketing Research on Soya Milk 43 RECOMMENDATION I. As soya milk is totally a new product in the Bangladesh market, it is essential to follow the basic market concepts, that is, using informative advertisement’s for the new product. From our research we have many people haven’t even heard of soya milk yet, and only few in number have ever had soya milk before. Thus it is essential to educate the consumer’s in the market before any other marketing approach is taken. Consumers should be thought about the benefit of the product and how it can be included in one daily life. For in II. Persuasive promotional campaign is a must for soya milk to have its day in the Bangladeshi market. Even before the birth of the Bangladesh (when it was under India during Mughal period) people of this region has been having milk, it’s been more like a cultural thing in here. Even during wedding we can see bride and groom having milk from the same glass. To change such long practice, intense promotional campaign is a must. To make the matter worse for the entrance of soya milk now even zero-fat cow milk, with varieties of flavor’s can be found in the market, so not only do they have to promote their though free trails and other exceptional promotional campaign they must also make sure that the taste of soya milk beat’s the taste of cow milk, otherwise keeping up in the Bangladesh market will be almost impossible for soya milk. III. Price always plays a very important role for any kind of product. From our research we have that not many people are willing to pay a higher price for soya milk, so price tagged on soya milk has to be very calculative. If too much high price is charged then people will never switch from cow milk to soya milk, and if too less of a price is charged then
  • 44. Marketing Research on Soya Milk 44 people may think there may be some kind of problem with the product and product itself will look very needy. IV. Proper availability of the soya milk will also play a major role for it’s existence in the Bangladesh market. As it will act as a substitute of cow milk so it must be found in almost every places where cow milk is found to better compete in the market. Thus it must be made available to local general stores as well as super stores, that has recently shaken the rich neighborhood of the Bangladeshi market. V. Selecting a proper target market is a must. As it is a completely new product for the Bangladeshi market, it is not advised to run the production in large rather this product should be launched in Dhaka initially. If soya milk is a hit in Dhaka then other cities such as Chittagong and Sylhet should be targeted before launching the product in whole Bangladesh.