SHIRISH SAWANT 321618

Lays

QUESTIONNAIRE FOR THE MARKET SURVEY OF LAYS:

I am Shirish Sawant, pursuing PGDM-marketing from MIT-SOB.

Please fill up the form for the market survey on “Lay’s”

Name:
Age:
Qualification:
Gender:

1. Do u prefer chips?
o Yes
o No
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2. When do u prefer snacks in a day?

o Morning
o Afternoon
o Evening
o Night

3. Which snacks do you prefer?

o Balaji
o Uncle chips
o Lays
o Bingo
o Any other

4. Which flavor do you like the most?

o Classic salted
o Tomato
o Crème and onion
o American

5. On which places lays has maximum consumers?

o Colleges
o Bus stops
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o Railway stations
o Public places

6. What attracts you to consume lays?

o Brand name
o Variants
o Quality
o Price
o Any other

7. How would you rate lays as a product?

o Excellent
o Good
o Average
o Poor

8. What size of pack you prefer the most?

o ₹5
o ₹10
o ₹20
o ₹40
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9. How often do u consume it?

o Very often
o Often
o Sometimes
o Rarely
o Never

10. Who all in your family prefer lays?

o Children
o Parents
o Grand parents
o All

11. Do you think lays is famous in the market?

o Yes
o No
o Can’t say

12. Would you suggest other person to buy lays?

o Yes
o No
o Can’t say
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13. Are you satisfied with the number of flavors lays has provided?
o Yes
o No

14. Do you think lays should introduce more flavors?

o Yes which flavor:___________________
o No

15. What is your source of information regarding the purchase of lays?

o Advertising
o Live demonstration
o Home shopping
o Retail outlet

16. Lays comes in junk food. Do you think it is healthy to consume it?
o Yes
o No

Date: ___________

Thank you for filling up the form and giving your valuable time to us.
____________________
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After carrying out the survey among the 50 students in my class I did the
analysis on the same which is as follows:

 Among the 50 students almost 90% of the students like to eat

snacks.
 In my survey I came to know that the people like to eat chips
during the evening
 Also they like lays over all the other brands, but lays has a tough
competition in the market from Balaji, uncle chips and various
other brands.
 The flavor that is most liked by the people is classic salted.
 According to my survey lays is maximum sold at the railway
stations more than any other places, reason being that last comes
in the food on the go so it is easy to eat lays while travelling.
 The quality of lays has been consistent throughout the years,
which has resulted in attracting consumers to buy lays.
 Almost 70% of the people consume lays on a frequent basis.
 The pack of ₹20 is most preferred by the people.
 The survey also shows that lays is very famous among all the age
group of people, let it be from children to the aged people or the
grandparents.
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 There are many varieties of flavor available in the market, which

satisfies the consumer.
 Even if lays is a junk food people like to eat it.
 Also lays is trying its level best to provide the consumers with a
much healthier snack in the form of bakes chips which does not
have any amount of oil or fat.

Segmentation, Targeting and Positioning

(STP) For Lays:
The segmentation, targeting and positioning can be explained as follows:
Segmentation: Dividing up the market into distinct groups.

Targeting: Choosing a segment to target.

Positioning: Evolving a marketing strategy which positions the

production relation to competitors in order to demand to target segment.

The table below is the STP for Lays:

SEGMENTATION,TARGETING AND POSITIONING

(STP) FOR LAYS:
SEGMENTATION people who like to have snacks between the meals
TARGETING people of the lower or middle income group
POSITIONING implanting brands unique value in the minds of the people
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 To confirm the findings that I got from the above market survey I
also decided to take the same survey from the 5 retail outlets from
nearby place.
 After the survey I found out that the result of this survey was
somewhat similar to the survey that I conducted in my class.
 This shows us that retailers also think that the consumers always
look for the best alternative which has the best quality and gives
them the best value for money.