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Table of Contents
OBSERVATION: .................................................................................................................................................. 4
MY OBSERVATION:........................................................................................................................................ 4
PROBLEM: ......................................................................................................................................................... 4
TYPE OF RESEARCH: .......................................................................................................................................... 4
VARIABLES: ....................................................................................................................................................... 5
CLASSIFICATION OF VARIABLES: ....................................................................................................................... 6
Dependent Variable ...................................................................................................................................... 6
Independent Variable ................................................................................................................................... 6
THEMATIC DIAGRAM ........................................................................................................................................ 7
LOGICAL STATEMENT........................................................................................................................................ 8
TYPE OF INVESTIGATION................................................................................................................................... 8
study settings ................................................................................................................................................ 8
UNIT OF ANALYSIS ............................................................................................................................................ 8
TIME HORIZON.................................................................................................................................................. 8
METHOD SELECTION ......................................................................................................................................... 9
DATA COLLECTION ............................................................................................................................................ 9
SAMPLING TYPE ................................................................................................................................................ 9
Non Probability Sampling: ............................................................................................................................ 9
QUESTIONIARE................................................................................................................................................ 10
MEASUREMENT SCALES:............................................................................................................................. 10
QUESTIONIARE FOR LIPTON: ...................................................................................................................... 10
FINDINGS ........................................................................................................................................................ 14
SUGESTIONS.................................................................................................................................................... 14
LIMITATIONS ................................................................................................................................................... 14

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OBSERVATION:
Before starting any research, we need a purpose of that research which is the problem of any
brand or product needs a solution. For going towards the solution we need to observe in the
market. Problem cannot be identified without observation.

Observation can be observed with human 5 senses:

1. Sense of vision
2. Sense of smelling
3. Sense of tasting
4. Sense of feeling [touch]
5. Sense of hearing

MY OBSERVATION:

There is abundance of Lipton mint flavored tea on the shelves of big stores.

PROBLEM:
Why people are not purchasing Lipton mint flavored tea?

TYPE OF RESEARCH:
The Research type is exploratory.
 Because the causes and effects are not clear
 Data is inaccessible but available
 Available data is not from the credible source.

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VARIABLES:
 Availability
 Supply chain
 Product Cost
 Margin of profit
 Customer purchasing power
 Customer desired value
 Customer taste
 Customer awareness
 4 P’s
 Customer brand loyalty
 Economic cycle
 Government regulation
 Currency devaluation
 Tax tariff
 Manufacturing
 Market volume
 Competition
 Quality
 Population Growth
 Demographic factors
 International regulation
 Geographic factors
 Infrastructure

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CLASSIFICATION OF VARIABLES:

DEPENDENT VARIABLE

 Sale of the tea.

INDEPENDENT VARIABLE

 Price
 Taste
 Packaging
 Advertisement

MODERATING VARIABLES

 Customer preferences
 GST
 Resources

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THEMATIC DIAGRAM

Customer’s
preference

GST

Resources

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LOGICAL STATEMENT
IF the price of Lipton mint tea decrease THEN the sale will Increase.

IF the packaging of Lipton mint tea is in variety THEN the sale will Increase.
IF the taste is good THEN the sale will Increase.
IF the advertisement is proper THEN the sale will Increase.

TYPE OF INVESTIGATION
The investigation type is CORELATIONAL [non causal]

STUDY SETTINGS

The area research is conducted are makro whole sale centre, HKB and Alfatah store in a natural
environment. We selected the people randomly and give them the questionnaire.

The study setting is NON CONTRIVED [NATURAL]

UNIT OF ANALYSIS
Unit of analysis is INDIVIDUAL.

TIME HORIZON
Time Horizon is LONGITUDNAL.
 TIME is fixed
 AREA is not fixed

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METHOD SELECTION
POPULATION: LAHORE (APPROX 9MILLION)

POPULATION FRAME: HKB GULBERG ALFATAH STOREMAKRO WHOLE SALE CENTRE

SAMPLE: 30 SAMPLES

SUBJECT 30 CONSUMER

DATA COLLECTION
1. Observation:
2. Structured Interviews:
3. Questionnaires:
 Introduction
 General Questions
 Specific Questions
 Counter Questions
 Personal Information Questions

SAMPLING TYPE
NON PROBABILITY SAMPLING:
In Non probability sampling we have conducted quota sampling.

i. HKB
ii. Al-fateh
iii. Makro

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QUESTIONIARE
MEASUREMENT SCALES:

1. Nominal Scale
2. Ordinal Scale
3. Interval Scale
4. Ratio Scale

QUESTIONIARE FOR LIPTON:

1. Do you take tea?

2. Which brand do you prefer?

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3. Do you use Lipton mint tea?

4. Importance of attribute according to customer

5. In the current level of Govt. regulation, the price of the mint tea is?

Reasonable Not Reasonable

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6. The packaging of Lipton mint tea is according to your perceived value?

7. How did you come to know about Lipton Mint tea?

8. What was your reaction towards the commercial of Lipton mint tea?

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9. After experiencing the Lipton mint tea, are you satisfy by the taste of it?

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FINDINGS
1. Advertising is not capturing the target market of Lipton Mint as compared to
Lipton Tea

2. Taste of Lipton tea is not preferable by the most of the consumers because of
artificial ingredients.

3. Price is adequate (reasonable).

4. Packaging is somehow attractive.

5. People prefer mint tea in winter season.

SUGESTIONS
1. PUSH & PULL strategy is required there

2. Company should identify benefits of mint tea

LIMITATIONS
1. Time constraints

2. Financial constraints

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“Good General always wins the war without war”

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