1.

Decisional context:
We responded to your request, manager of Kraft Foods Romania, in
order to explore what your customers might want and to know what
promotional tools you need to use in order for you to raise frequency of
consumption and strengthen the current market position, once the Easter
holidays will begin.
The presence and strength of Jacobs Kronung brand, the most powerful
brand on the Romanian market, combined with our extensive expertise in
marketing research will provide a win-win situation for both of our
companies. We will deliver the most concluding and best results, and we
ensure a better positioning of the brand after the results of our study.
The local coffee consumption has gone downward in the last two years,
reaching now 2.3 kg per capita, with which Romania ranks 49th in the
world classification. Bulgarian neighbors drink more coffee (2.9 kg per
capita annually) while people drink 12 kg in Finland, 9.9 in Norway or 9
kg in Iceland. The coffee market value in Romania is about 300 million
euro. The main market players are Kraft Jacobs Romania, Strauss,
Amigo, Nestle, Tchibo and Pro Brands.

2. Research Problem:
After an analysis from the previous year, there was a reduction in sales in
Iasi compared with the other cities from Romania. In this context, the real
problem of the company is to find a solution which will resonate with the
desires and demands of the consumer from Iasi.

3. Objectives :
With this study we want to achieve the following objectives:

 To study the consumer behavior using a sample of 120 people aged over
25 years, located in Iasi, from 12 to 26 March 2013, in order to identify
the real sales problem and try to find viable solutions for it.
Identify the most prefered brand by the chosen sample.
Establish the real behaviour of coffee consumers regarding coffee
consumption.

Identify the place where they usually drink coffee and purchase it from.

Determine the importance of the factors that affect the buying decision.
Establish the most suitable price for a medium coffee package (450g).
Seeing what emphase consumers put on the price-quality ratio, by
idenitfying the specific types of consumers ( economic, loyal, quality
oriented customers) .
3. Metodologie
a. Design-ul cercetarii
Avand in vedere indeplinirea obiectivelor de mai sus, am folosit metoda anchetei,
mai precis chestionarul.
Ancheta pe baza de chestionar ne-a permis sa obtinem informatii relevante de la
publicul tinta, prin abordarea directa a respondentilor si consemnarea de raspunsuri
imediate, la fata locului. Totodata, a reprezentat o metoda avantajoasa, din punct de
vedere al costurilor implicate.
b. Surse de informare

We will only consider the population of Iasi city. After some research on the

matter we found some data from 2009 from Institutul National de

Statistica :
Sex
Male

Age

Female

25-34 years

28874

30197

35-44 years

22152

24504

45-54 years

18972

23483

55-64 years

16657

19661

65+ years

13116

19404

99771
Total

117249

217020

Sex
Age

Male

Female

25-34 years

13.30%

13.91%

35-44 years

10.21%

11.29%

45-54 years

8.74%

10.82%

55-64 years

7.68%

9.06%

65+ years

6.04%

8.94%

Total

45.97%

54.03%

Culegerea datelor
Datele au fost culese de cei 4 membrii ai echipei n mod egal. Au fost chestionai
120 de oameni in total. Fiecare membru a stat timp de 2 zile, intr-un anumit interval orar,
in anumite locaii prestabiliate, realizand, in medie, 10 chestionare pe zi, 30 in total
fiecare. Am ales urmatoarele locatii: Campus Tudor Vladimirescu, Tg. Cucu, Piata
Voievozilor, Podu Ros, din simplul motiv ca in aceste zone exista un trafic intens, ce ne-a
permis selectarea persoanelor care detin anumite atribute ce le permit sa faca parte din
piata noastra tinta. Cele 2 ore petrecute pe teren in fiecare din cele 3 zile au fost suficiente
pentru realizarea celor 120 chestionare.
Date
27.04.2013

Time
16:00-19:00

Area
Inside Palas

16:00-18:00

Inside Iulius
Mall
Parcul Copou

29.04.2013

17:00-21:00

31.04.2013

12:00-15:00

In front of
Kaufland
(Pacurari)

Team
Harabara
Diana and
Papuc ElenaAriadna
Duca Gabriel
Harabara
Diana and
Papuc ElenaAriadna
Duca Gabriel

4.3 Variables
For data collection we choose the following variables:
Sex is a very important criterion in the study of coffee consumption. In a
previous study it has been found that women consume more coffee than
men. Thus 86.0% of the women surveyed said they drank coffee compared
with only 80.6% percent men respondents.
Age is the second variable considered in our study for Kronung Jacobs
coffee brand. In the same study mentioned above It was discovered that
older people consume coffee in a higher proportion than younger ones. Thus
86.1% of respondents with more than 30 years said that they consume coffee
compared with only 77.7% respondents aged between 18 and 30 years.

The study mentioned above was made at a national level and we will use it
as a basis in the development of future research.
4.4 Sample
After the calculus of percentages reported to the total population of Iasi we
reached the following results, based on our 120 sample quota :

Age
25-34 years
35-44 years
45-54 years
55-64 years
65 +
TOTAL

Number of surveys
male
female
16
17
12
14
10
13
9
11
7
11
54
66
120

Questionnaire design
Questionnaire : Jacobs Coffee
Hello! We are students at the Faculty of Economics and Business Administration,
Alexandru Ioan Cuza University and we are conducting a study on coffee consumption
behavior, which aims people over 25 years old from Iai. We need your help: just give up
5 minutes of your precious time for the completion of our questionnaire! The data
provided will not be made public and will only be used in academic purposes.
Questionnaire : Jacobs Coffee
Hello! We are students at the Faculty of Economics and Business Administration,
Alexandru Ioan Cuza University and we are conducting a study on coffee consumption
behavior, which aims people over 25 years old from Iai. We need your help: just give up

5 minutes of your precious time for the completion of our questionnaire! The data
provided will not be made public and will only be used in academic purposes.
1. Do you drink coffee?

Yes

No

2. Do you live in Iai?

3. Yes
No
3. What coffee do you consume on a regular basis?
Jacobs
Doncafe
Tchibo
Nescafe
Other. Please specify:...........................

4. On average, how often do you drink coffee?

Once a week
Twice a week
Three times a week
Once a day
2-3 times a day
More than 3 times a day
5. Rank, from 1 to 5, where do you drink your coffee? (1 most often, 5 seldom)
Home
At work

In the city( restaurants, bars, coffeeshops etc.)

On the street
During a visit
6. With whom do you prefer drinking coffee?
Family
Friends
Collegues
Alone
Other
7. Where do you buy coffee from, most frequently?
Neighbourhood shop
Supermarket
Coffeeshop
Other. Please specify:...........................
8. Give a grade from 1 to 5 (1=not important, 5=most important) to the following
factors when choosing your favorite coffee:

Level of importance
2 - Less
34-

5 - Very

importa

importa

Neith

Importa

importa

nt

nt

er

nt

nt

1 Not
C
Taste
quality
Brand
Package
Price
Promotio
nal Offer

9. Do you consider that the promotional offers will influence the purchase
decision of your favorite coffee?
Yes
No
10. How much money are you willing to spend on a medium coffee
package(450 g)?
Less than 10 RON
Between 10 and 15 RON
Between 15 and 20 RON
More than 20 RON

11. Which of the follwoing coffee do you prefer most?

Normal
Strong
Without caffeine
With other flavors
12. Concerning the price of the coffee, which of the following situations
characterize you most?
I choose the coffee with the lowest price
I choose the most expensive and best coffee available
I always choose the best value for money
I only buy a known brand of coffee, irrespective of its price
13.If you have a limited budget you prefer to:
Buy big quantities of coffee, but cheaper

Buy less quantity of coffee, but more expensive

14.What is your age?

25 34 years
35 44 years
45 54 years
55 64 years
over 64 years
15. Gender :
Male
Female

* The questions number 1, 2 and 14 are filter ones, in order to assure that
our repondents are contained in our previously set sample.

Thank you for your time!

4.Results
1. Descriptive Statistics:
a) Frequency
Q3: What coffee brand do you consume on a regular basis?

Q4: On average, how often do you drink coffee?

Q5:

Rank, from 1 to 5, where do you drink your coffee on a regular

basis? (1 most often, 5 seldom)

Q6: With whom do you prefer drinking coffee?

Q7: Where do you buy coffee from, most frequently?
Q8: Give a grade from 1 to 5 (1=not important, 5=most important) to the
following factors when choosing your favorite coffee:

Q9: Do you consider that the promotional offers will influence the purchase
decision of your favorite coffee?

Q6: With whom do you prefer drinking coffee?

Q7: Where do you buy coffee from, most frequently?

Q8: Give a grade from 1 to 5 (1=not important, 5=most important) to the

following factors when choosing your favorite coffee:

Q9: Do you consider that the promotional offers will influence the purchase
decision of your favorite coffee?

Q10: How much money are you willing to spend on a medium coffee
package(450 g)?

Q11: Which of the follwoing coffee do you prefer most

Q12: Concerning the price of the coffee, which of the following situations
characterize you most?

Q13: If you have a limited budget you prefer to:

Q14: What is your age?

Q15: Gender :

b) Mean
Q8: Give a grade from 1 to 5 (1=not important, 5=most important) to the
following factors when choosing your favorite coffee:

Inferential Statitsics
Independent sample T test
1. Research hypothesis
Males will give higher scores to price than females.

2. Scales of measurement of the variables

Gender nominal
Price interval

3. Type of inferential statistics

T independent sample

4. Output of the analysis

5. Description of the descriptive part of the output

Mean male = 4.37, female = 4.11

Out of these results we can conclude that the price for male is more important than the
price for female. Both prices are very important for our further analyze.

6. Formulate H0
H0 There is no significant difference between how men and women choose price
(t=0)

7. Formulate the statistical conclusions based on sig

In this case, the T test = 1,409 with a probability of sig = 0.161 > 0.05 shows that we
will not assume the risk and accept the null hypothesis.

8. The result of the research hypothesis

Our research hypothesis is not valid because there is no significant difference
between how men and women give scores to price.

9. Managerial implications
The manager should adress to the marketing department to pay attention to the
promotional offers more than they do on price.
1. Research hypothesis
The people in the age group 45-54 will prefer Jacobs in stead of Doncafe on any other
brand included in our study.
2. Scales of measurement of the variables
Age nominal
Coffee Brand nominal
3. Type of inferential statistics
Pearson Chi-Square

4. Output of the analysis

5. Description of the descriptive part of the output

After analyzing the crosstabulation table differences better age segments and coffee
brand preferred are noticeable. For example, younger people (25-34 years old) prefer
Jacobs more than double in comparison with older people (55-64 and over 64). Also
differences exist in the case of Nescafe brand, which is preferred double by the 35-44
years old segment than the 45-54 years old. But, we can also see that in case of
Doncafe and Tchibo the differences are not meaningful. In this case we need to test
the assumption with the help of a Chi-square test in order to see if we assume or not
the risk if we were to extent our research to the whole population.
6. Formulate H0
H0 =0 if we extend to the level of the population.
7. Formulate the statistical conclusions based on sig
The risk to be wrong is sig=0,477>0,05, so we do not assume the risk and we accept the
null hypothesis.
8. The result of the research hypothesis
Our =11,620 is rather low. The bigger the , the bigger the chances there is a
relationship between age and brand. In our case, there is no significant difference
between age and brand, so we can state that our previous research hypothesis is not valid.
9. Managerial implications

The manager should address to the marketing department to pay attention to another
difference besides the relation age-brand who does not represent a significant and
confident result based on our results of this study.
1.
2.
3.
4.

Research hypothesis
Scales of measurement of the variables
Type of inferential statistics
Output of the analysis

5.
6.
7.
8.
9.

Description of the descriptive part of the output

Formulate H0
Formulate the statistical conclusions based on sig
The result of the research hypothesis
Managerial implications

1.
2.
3.
4.

Research hypothesis
Scales of measurement of the variables
Type of inferential statistics
Output of the analysis

5.
6.
7.
8.
9.

Description of the descriptive part of the output

Formulate H0
Formulate the statistical conclusions based on sig
The result of the research hypothesis
Managerial implications

1.
2.
3.
4.

Research hypothesis
Scales of measurement of the variables
Type of inferential statistics
Output of the analysis

5.
5.
6.
7.
8.

Description of the descriptive part of the output

Formulate H0
Formulate the statistical conclusions based on sig
The result of the research hypothesis
Managerial implications