HGR Biscuit Company started its operations in Ambala City, Haryana; in 2001. The company was growing...

 

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HGR Biscuit Company started its operations in Ambala City, Haryana; in 2001. The company was growing at an annual rate of 20 %, which was above the industry average. However, for the last three years, the growth has been only to the tune of 5 to 6 percent. This very factor has been of a main concern to the top management of the company. Mr. P K Malhotra, the senior vice president, marketing, had a meeting of the senior marketing team and was wondering why their company, which has been doing so well, has slowed down in the last few years. During the discussion it was suggested by one of the senior managers to identify the factors which influence the preference for biscuits. It was argued that once these are known, it will help the company to concentrate on those factors accordingly. Therefore, the company decided to get a study done from a research agency to identify the various factors that influence the preference for biscuits. It was decided to take sample of 40 individuals. Research agency personnel visited various shops nearby in Ambala City. The data was collected on variables like taste, nutrition value, preservation quality, and preference on a 7 pt scale with the higher number indication a more positive rating. The data obtained from the survey has been analyzed and the output is presented in form of following Tables. 7 Model R 1 Model 4 Model .928* Regression Residual Total R Square .860 (Constant) nutrition value Taste preservation quality Sum Squares 108.375 17.600 125.975 B Model Summary Adjusted R Square 849 733 295 170 ANOVA 548 of Df a) Dependent Variable: preference b) Predictors: (Constant), preservation quality, nutrition value, taste Coefficients 3 36 39 Unstandardized Coefficients Standardized Coefficients I Mean Square F 36.125 489 Std. Error of the Estimate .699 118 Std. Error 301 .103 103 Beta 284 73.891 198 522 Sig. .000 t 2.436 2.865 1.655 4.660 Sig. 020 007 107 000 Answer the following questions: (a) State research objectives for HGR Biscuit Company. (b) Interpret the regression results. As a marketing manager of the biscuit company, on what variables will you concentrate more so as to improve preference of the brand and why? (7) HGR Biscuit Company started its operations in Ambala City, Haryana; in 2001. The company was growing at an annual rate of 20 %, which was above the industry average. However, for the last three years, the growth has been only to the tune of 5 to 6 percent. This very factor has been of a main concern to the top management of the company. Mr. P K Malhotra, the senior vice president, marketing, had a meeting of the senior marketing team and was wondering why their company, which has been doing so well, has slowed down in the last few years. During the discussion it was suggested by one of the senior managers to identify the factors which influence the preference for biscuits. It was argued that once these are known, it will help the company to concentrate on those factors accordingly. Therefore, the company decided to get a study done from a research agency to identify the various factors that influence the preference for biscuits. It was decided to take sample of 40 individuals. Research agency personnel visited various shops nearby in Ambala City. The data was collected on variables like taste, nutrition value, preservation quality, and preference on a 7 pt scale with the higher number indication a more positive rating. The data obtained from the survey has been analyzed and the output is presented in form of following Tables. 7 Model R 1 Model 4 Model .928* Regression Residual Total R Square .860 (Constant) nutrition value Taste preservation quality Sum Squares 108.375 17.600 125.975 B Model Summary Adjusted R Square 849 733 295 170 ANOVA 548 of Df a) Dependent Variable: preference b) Predictors: (Constant), preservation quality, nutrition value, taste Coefficients 3 36 39 Unstandardized Coefficients Standardized Coefficients I Mean Square F 36.125 489 Std. Error of the Estimate .699 118 Std. Error 301 .103 103 Beta 284 73.891 198 522 Sig. .000 t 2.436 2.865 1.655 4.660 Sig. 020 007 107 000 Answer the following questions: (a) State research objectives for HGR Biscuit Company. (b) Interpret the regression results. As a marketing manager of the biscuit company, on what variables will you concentrate more so as to improve preference of the brand and why? (7)

Answer rating: 100% (QA)

a Research Objectives for HGR Biscuit Company 1 Identify Factors Influencing Biscuit Preference The primary objective is to understand the key factors that influence consumers preferences for biscuits ... View the full answer