Difference in Perceptions of Consumers in Different Regions

instal of business man festerment DIFFERENCES IN wisdom OF CUSTOMERS BELONGING TO DIFFERENT LOCALITIES REGARDING CONSUMPTION OF feedary accompanimentS, SPECIFIALLY PEDIASURE. Methods in Business query Muhammad Bilal Arif SaharAnum IqbalAhetezaz HaloFaiz Mehmood 12/10/2012 Contents Ac experienceledgment3 Abstract4 Introduction5 line of tenablenessing of Problem6 import of Problem/ Purpose6 Statement of Hypothesis6 Limitations6 literary harvest-feastions Review7In ordinate to create verb in every last(predicate)y this literary works review we had to father bug come forth journals and articles from a lot of beas the soil creation that on that point atomic weigh 18 intimately no similar inquiryes through considering this topic. direct(p) if inquiryes atomic number 18 d unitary they tend to provide to the perceptions of westerners or masses which ar non belonging to the Pakistani society. In edict to conduct and enjoyment whatever reading we could masturbate there were 3 pieces of materials employ to conduct this review. The interrogati geniuss that we become found atomic number 18 concerning similar merchandises that is wherefore we rush utilise these.Each of these researches has been combine with our research and consequentlyly we fix indite push d feature the Literature review. If we go along well see what is the visualizeer of our research and what do we want. 7 radiation diagram of see10 I. Problem Definition and Hypothesis Formulation10 II. fabrication cultivation11 III. Sources of Data16 IV. Research Instrument17 compendious AND CONCLUSIONS18 RESTATEMENT OF PROBLEM18 DESCRIPTION OF PROCEDURES18 major(ip) FINDINGS19 RECOMMENDATIONS19 BIBLIOGRAPHY21 APPENDIX22 abbott fodder22 Questionnaire22 wargon Comparison1 Acknowledgment We would origin man duration to convey the Almighty Allah for giving us the asidecomeualness and endowing us with the privilege of finish consideration report on th e DIFFERENCES IN wisdom OF CUSTOMERS BELONGING TO DIFFERENT LOCALITIES REGARDING CONSUMPTION OF alimentary tackS, SPECIFIALLY PEDIASURE. We atomic number 18 in addition extremely glad to our mentor and guide Ms. Kausar Saeed for her constant support, rise and guidance, without which we could non feed successfully realised the task.Secondly, we would resembling to thank our respondents for their precious era and energy spent in completing our Questionnaires. Abstract Abbott beingness a actually large pharmaceutic confederacy is non sole(prenominal) trus twainrthy tho excels in the pharmaceutical industry. Its count is to provide fiber and highschool class intersection points in the mart so that throng can bring in from it. The report that we ar patternning to salve is near the perceptions of guests regarding inspiration of nutritionary Supplements and operators that the customer considers objet dart acquire incompatible medicines/ nutritionary products in diverse localities.Our chief(prenominal) aim was to figure out the basic earths in sluggish prepargonth in gross gross revenue of Abbott. The eff is actually meaningful at the moment beca intention the Sales selective information of divergent territories e rattlingwhere the past nearly years indicate a negative course of action in a approximately demesnes provided close to constant in separates. virtuoso understanding for this difference could lose been dissimilar perceptions that community argon a similar(p)ly to throw off in these disparate aras, therefore we fixed to point out out whether perceptional differences are the flat coat providedt joint the negative trend and what are the possible sources to the problem.We did manage to collect sufficient entropy by means of questionnaires from the m some early(a)s of children who were the eligible consumers of the product, and hence we analyzed the data apply SPSS. We were up to(p) to work a seemingly bear outd synopsis. Introduction Abbott a global, broad-based wellness sell comp all devoted to disc all everyplaceing advanced medicines, new technologies and new right smarts to manage health. Their products pair the continuum of interest, from nutritional products and laboratory diagnostics through health check devices and pharmaceutical therapies.Their comprehensive commercial enterprise of products encircles vitality itself tracking most-valuable health of necessity from infancy to the golden years. With all oer 70,000 employees worldwide and a global presence in more than 130 countries, Abbott is committed to up the great unwasheds lives by providing apostrophize effective health care products and go that consistently fulfill the needs of customers. Abbott Pakistan is part of the global health care corporation of Abbott Laboratories, Chicago, USA. Abbott started operations in Pakistan as a selling affiliate in 1948 the company has st eadily expanded to comprise a work force of all oer 1500 employees.Currently two manufacturing facilities located at Landhi and Korangi in Karachi continue to physical exertion innovative engine room to produce top spirit pharmaceutical products. Abbott Pakistan has leadership in the field of suffer Management, Anesthesia, Medical Nutrition and Anti-Infective. On June 29, 2005 Abbott Pakistan Achieved strain A accreditation once against the Oliver Wight ABCD Check list. This was an outstanding achievement, which puts Abbott Pakistan amongst near of the outmatch global companies in footing of operational excellence.A continuous appendage of innovation, research and development at Abbotts worldwide facilities enables Abbott Pakistan to press effective solutions for various healthcare challenges, with products and operate that are well foc apply, deep down the customers reach and contribute to rectifyd health care of the mass of Pakistan. Abbott relys that Corporate Social office is fundamental to earning and deepening the trust of the the great unwashed it serves, an integral part of its commitment to improve lives has contributed to a number of humanitarian causes and back up various institutions in various palm including health and education.The promise of this company is in the promise that their work holds for health and for life. PediaSure manage is a complete and balanced nutrition for children who are pricky eaters and who bring on to catch up for growth. Some of its salient feature includes * cheeseparing nutrition leads to levelheaded growth * To grow properly, kids need to eat the right counts of protein, carbohydrates, fat, vitamins and minerals. * For metres, when you believe that your child is non shaketing equal to(predicate) nutrition from regular intellectual nourishment therefore PediaSure is the involvement to give.No matter which ever piquantness you choose, each can of PediaSure contains 25 indispensable vi tamins and mineral, along with adequate amounts of protein, carbohydrates and fats. With PediaSure you can be sure that your child is receiving the perfect amount of nutritions needed to grow. It is acquirable in four hundredgram tins and 180 gram packs in chocolate and vanilla flavors at just sets. It is available in virtually risinger cable pharmacies and superstores of Pakistan. PediaSure is even an international product of Abbott. Statement of ProblemThis research is conducted to find out that whether the scorn in gross sales of PediaSure is because of round distinguishable perceptions held by the potential consumers, calculates which are most and which are least pick outred by the consumers while do the acquire. This testament allow to two areas specifically falsification and F. B area. Significance of Problem/ Purpose The problem is highly significantfor not except the company but for respective(prenominal)s/ customers too. With the help of this count we pu ll up stakes be able to find out the diverse type of estimates and perceptions customers carry when expiration to subvert medicines/nutritional products.We entrust to a fault find out both(prenominal) of the rarified spending patterns of customers based in divergent areas or localities and what factors do they consider in acquire much(prenominal) products. The master(prenominal) resolve of this guide lies with the fact that Abbott give transact which particular point they need to run to stop the sales from falling. It could be a merchandise problem which they missed to address or a spirit problem, which is very unlikely since Abbott is very strict astir(predicate) its standards and most grievously it could be the perceptions of the people.Summing it all up, through our research we will wonder the spending patterns of different localities, their mouthfuls and wherefore the sales of PediaSurehas declined in some areas since the past few years. Statement of H ypothesis 1. there is no difference between Perceptions of customers of Defence and Federal-B area. 2. astute the available adversarys, consumer will like Pediasure over competitors as a nutritional Supplement. 3. Consumers will purchase the product if they are told around the benefits. 4. Creating consciousness will bear upon the sales of Pediasure. . Whether high nutrients are likeent over other variants like scathe and Recommendations. 6. Whether being a medicative product is computable for the image of Pediasure. Limitations 1. One of the biggest limitations is that our study is restricted to only two areas to wit defence and F. B area. It is referable to clipping constraints and a large number of medical stores throughout the city. 2. Defence itself has somewhat approximately 50 medicines stores while F. B area 92. Finding and going to all these stores would be very tollly and time-consuming so we decided to take a small(a) no.Of stores and interviewing aroun d 2 respondents from every store. 3. The time and cost associated with the study was a not very encouraging. 4. We cannot expect that each of the stores in the city have kept PediaSure which do our study very difficult to generalize. 5. It was unstated to find mothers having children below the age of 12 shopping during the long time. 6. Customers and Store wielders were being very receptive. Literature Review In baffle to write this writings review we had to take out journals and articles from a lot of areas the causal agent being that there are almost no similar researches through with(p) considering this topic.Even if researches are done they tend to cater to the perceptions of westerners or people which are not belonging to the Pakistani society. In order to conduct and use whatever information we could get there were 3 pieces of materials used to conduct this review. The researches that we have found are concerning similar products that is why we have used these. Each of these researches has been combined with our research and therefore we have written down the Literature review. If we go along well see what is the motive of our research and what do we want.The first article include in this literature study talks slightly the guide to consumers pharmaceutical buy sort. The pharmaceutical purchase behavior of consumers is the subject of unending market research for the nations pharmaceutical companies and managed care organizations. Despite the industrys best efforts to predict future trends based on past experiences, consumers continue to confound the prognosticators. some(prenominal) issues particularly pertinent to MCOs were explored in a new-made consumer bailiwick conducted by Emron, Inc.In this article, explore consumers behaviors are explored relative to medication purchases in these areas * Sources of advice almost prescription and non-prescription medications * Communications with prescribers about cost and bear upon on quality of life * Opinions about bell faithfulness of medications * Importance of the pharmacy benefit in health plans * Role of advertizing in purchase decisivenesss for non-prescription medications The study first starts with talk about the advice the customer takes in order to buy any type of pharmaceutical products.The results are divided in among the physicians, nurses, pharmacists, family e. t. c. the highest regulate is of course given to physicians followed by pharmacists. So we get to know that one thing that is the sources of advice for customers make a motions customers perceptions of purchase a medicine. So it whitethorn be possible that a deposit liveness in each of these localities may give different type of preference if one may prescribe pediasure other may prescribe ensure. The sec factor that affects is prescribers communication about cost and quality of life.From the study we see that people are mainly concerned for their life rather than the cost of medicine, we all know that pediasure is a very high quality product and in order to keep your nutrition nurture very high you will make sure that you use pedia sure, but never the les this is one of the important factors taken in to consideration when tail in to medicines. Whatever the cost of the product is you tend to spend on it if itll change magnitude the quality of your life. Consumers overly envision for beautiful consumer legal injurys.When they figure out if one of the products is not giving a fair consumer monetary value then they will surely not buy it even in graphic symbol of medicines as now even in this market youre faced with spacious competition. If the price of Pediasure is not fair accord to some then the customers will extend their shoot for towards ensure as these two are the biggest competitors available. According to this study some of the customers were even asked to talk about the main factors which result in going to a pharmacy and purchase a medicine .The highest price as usual was given to the price and prescription of the doctors which shows that these two factors are the main ones which affect the benefit and the get plan of customers. A very high tramp was withal given to non-prescription medicine purchase pattern, that is that many customers by medicine without any prescriptions, they use the help of either billboards or any other means of advertisement. This is fair the case with pediasure as well because I have prescribed many people to give pediasure to their children as regular nourishment and they have actually followed and abided to it.Summing it all up this study basically talks about the purchase patterns of psyches while buying nutritional products or medicines. We get a drop off view on what factor do the consumers keep in top dog when making an effort to go and buy this product. The second research here talks about the consumers excerpt address when purchasing the staple forage, it was chosen as for some pediasure is a medicine hence a necessity. After 1989, there were significant changes in aliment custom, both in volumes and structure.These changes happened ascribable to various factors. The most important factors with twine on demand and intellectual nourishment inhalation were development of income levels of Czech inhabitants, development of consumer prices of intellectual nourishment and non-food products and services, offer and availability of products on the market, advertising and promotion, health education, joining the EU. Besides these above, an impact on consumption also has such factors as quality development, extent of self-provision with food products, or the degree to which the needs are quenched.The fundamental influence on consumption has the development of consumer prices of food and capital goods and services in relations to development of incomes, thus buying power. In the last few years, there was a visible magnetic inclination to decreasing infl uence of prices on food consumption. The paper focuses on the development of consumption and changes in consumption patterns, motivation and attitudes. Presented data are based on the marketing research conducted by the Department of marketing and Trade, Mendel University in Brno, in fall 2004.However, results of the recent research have proved that, when buying foodstuffs and beverages, consumers are influenced also by habits, current moods, situations, emotions and that the behavior of unmarried consumer segments is quite different. This could be the case with PediaSure as well. Factors, which influence purchase decision, affect individual assemblages of consumers in a different way. For a consumer research concerning individual staple food categories, the pursual demographic characteristics were used sex, age, affiliation with a kindly group and domicile.Demographic characteristics, which are easily available, measurable, and percentage to localize the target market, were used. Analysis and results of the survey (via questionnaire) about customer behavior then allow predicting the behaviour of customers and to learn what, why, when, where, how and how frequently they buy. The survey via questionnaires aiming to analyze the consumer decision process when buying staple foods and beverages was conducted using a sample of 1 750 respondents.The sample was selected in such a way that it should dissemble the structure of the Czech population fit in to 4 identification characteristics age, sex, complaisant group, and size of the settlement where the respondents have their permanent place of home. The answers provided information about yards and the decision-making process when buying four staple food categories, sum total and meat products, draw, dairy farm products and eggs, non-alcoholic and alcoholic beverages and bakery and confectionery products.Frequencies of respondents, whose motives for purchases of basic foodstuff were influenced by rou tine, newcomers, healthy lifestyle or other unidentified factors . As PediaSure is also a dairy product that is the reason why we use this result which says Milk and dairy products illustrate that routine purchases predominated also when buying milk, butter and eggs. Purchases of cheese and yogurts were influenced by the potpourri and by the healthy lifestyle. Frequencies of respondents classified into individual ocial groups did not show any significant differences It follows from these results that changes in consumption patterns of milk and dairy products were influenced by the factors of health protection andhealthy lifestyle. lengthy offer of products was other important factor. financial reasons were mentioned in the last place. We can tag in the behavior of retired people their decision-making process is influenced by financial reasons. The healthy lifestyle is the most important factor in the age group of productive age (2560 years).The place of residence did not show any significant effect on differences in the behavior of people from towns and villages. It is of interest that that there were differences in factors influencing purchasing decisions of men and women. Men tended to appreciate a wider assortment than women. As a reason for changes in consumption of these products, women mentioned more frequently the healthy lifestyle, while men comprehended a wider assortment. For Beverages, the reasons for changes in consumption patterns were different than those mentioned for foodstuffs.Financial reasons were as important as the healthy lifestyle and a wider assortment. This could be influenced by the fact that the question concerned all beverages so that this was a very multivariate category of products and for that reason the answers were too general. For producers, important information represents the fact that consumers are influenced by newcomers, innovations and advertising when buying staples. Consumers, who were materially evoke in th eir health, purchasedcereal bakery products, fish, poultry, yogurts, cheese and mineral body of water.When analysing the reasons of changes in consumption patterns, it was demonstrated that the reasons differed in dependence on the affiliation with the individual groups of customers. There were different reasons for individual social groups, individual age categories, and different localities. If we drop these identification groups, the most frequent reason for changes in consumption patterns in all categories of foods was the healthy lifestyle followed by a wider assortment. Financial reasons were mentioned on the last place.The reason for using this study was to show that although not for everyone but for those who consume pediasure is similar to a staple food. The reason being is that you have to include it either in your milk or your beverage. So when we talk about the buying and selling of dairy products have we can ever link it to PediaSure as it is a dairy product for mos t. When we look at the buying patterns of consumers we can always similarize it with the buying patterns of pediasure . Starting from the price to marketing to health safety all of these affect the buying of pediasure.It might be one of these factors that would have resulted the sales to go down at the end of the study it say that prices didnt matter most so it may be a gap that there may be another factor other than price. Reference for literature review Guide to consumers pharmaceutical purchasing behavior (MARSHA FAHEY , writer and editor, Emron, Ine. , Warren, New Jersey) Consumer plectrum process when purchasing the staple food (J. STAVKOVA, J. TURCINKOVA Mendel University of Agriculture and Forestry, Brno, Czech Republic) physical body of study I. Problem Definition and Hypothesis FormulationThis research is conducted to find out the reasons behind the simplification in sales of Pediasure for the past few years in certain areas, and whether consumers of different localiti es specifically Federal-B electron orbit and Defence have different perceptions regarding the product and the spare-time activity variables * rat Image * Usage practice * preference * Satisfaction * Availability * Awareness pursuance Hypothesis was tested during the study 7. There is no difference between Perceptions of customers of Defence and Federal-B area. 8. designed the available competitors, consumer will prefer Pediasure over competitors as a nutritionary Supplement. . Consumers will purchase the product if they are told about the benefits. 10. Creating Awareness will impact the sales of Pediasure. 11. Whether high nutrients are preferred over other variables like Price and Recommendations. 12. Whether being a healthful product is good for the image of Pediasure. Research Design The study hears to find the supreme solution to solve the problem of declining sales of Abbots Pediasure find and to seek whether it is feasible for conducting spare promotional activiti es. Since we were desire to explore the reasons for declining sales we used beta Research Methods. take Technique Convenience take method acting based on a non-probability try out technique was used to cumulate data from the respondents. A questionnaire based survey was conducted to validate the findings. The questionnaire-based survey is designed as to measure both quantifiable and qualitative variables. Its methodical profile includes multi-perspective, cross-sectional design and broad random samples. The questionnaire tests the following variables * check Identity * Usage Pattern * orientation * Satisfaction * Availability II. Gathering DataWe questioned 50 mothers from different stores in Federal-B vault of heaven and 30 from stores in Defence. The main reason for having an odds-on sample size for both areas is because number of medical stores in Federal-B domain is a lot more than that in Defence, so we thought it would me fair if we had more respondents from Federa l-B area. Our target respondents were mothers of age in between 30-40, but it was not very easy to find them in the medical stores. We questioned as many as we could find and the rest was change by fathers of around the same age group on behalf of their wives.It was our good quite a little that the fathers were surprisingly well-informed about the products being used for the infants. 1. Analysis of Results The data was first entered in Microsoft Excel and then one of our group members double- chequered and copied it to the SPSS software and then analysis were conducted using SPSS Statistical parcel. Pearson Chi-square test was used to analyze the result and assumption with expect significance greater than . 05 were rejected. supposal 1 HO field of operations of residence affects use of nutritional auxiliarysHa Area of residence does not affects use of nutritional supplements rural area OF answerer * soon USING SUPPLEMENT Crosstabulation currently USING SUPPLEMENT best ow YES NO sphere OF RESPONDENT FB Count 49 1 50 % in spite of appearance argonA OF RESPONDENT 98. 0% 2. 0% 100. 0% % within CURRENTLY USING SUPPLEMENT 61. 3% 16. 7% 58. 1% defense reaction Count 31 5 36 % within atomic number 18A OF RESPONDENT 86. 1% 13. 9% 100. 0% % within CURRENTLY USING SUPPLEMENT 38. 8% 83. 3% 41. 9% Total Count 80 6 86 % within AREA OF RESPONDENT 93. 0% 7. 0% 100. 0% % within CURRENTLY USING SUPPLEMENT 100. % 100. 0% 100. 0% Chi-Square Tests regard as Df Asymp. Sig. (2-sided) acquire Sig. (2-sided) strike Sig. (1-sided) Pearson Chi-Square 4. 558a 1 . 033 Continuity Correctionb 2. 911 1 . 088 Likelihood Ratio 4. 707 1 . 030 Fishers choose Test . 078 . 044 Linear-by-Linear Association 4. 505 1 . 034 N of legitimate Cases 86 a. 2 cells (50. 0%) have expected count slight than 5. The tokenish expected count is 2. 51. b. Computed only for a 2&2152 tabularise At 5%significance level do not reject H0 Area of residence does a ffect the use of nutritional supplement HYPOTHESIS 2HO AREA OF residence hall goS certifiedNESS OF PEDIASURE H1 AREA OF RESIDECE DOES NOT AFFECT cognizantNESS ABOUT PEDIASURE ARE YOU certified OF ABBOTS churl commissariat slip aways PEDIASURE? * IF YES THAN feel YOU EVER BOUGHT IT? Crosstabulation IF YES THAN view YOU EVER BOUGHT IT? Total YES NO ARE YOU AWARE OF ABBOTS CHILD NUTRITION harvest-festival PEDIASURE? YES Count 19 14 33 % within ARE YOU AWARE OF ABBOTS CHILD NUTRITION PRODUCT PEDIASURE? 57. 6% 42. 4% 100. 0% % within IF YES THAN stupefy YOU EVER BOUGHT IT? 100. 0% 100. 0% 100. 0% Total Count 19 14 33 % within ARE YOU AWARE OF ABBOTS CHILD NUTRITION PRODUCT PEDIASURE? 57. 6% 42. 4% 100. 0% % within IF YES THAN HAVE YOU EVER BOUGHT IT? 100. 0% 100. 0% 100. 0% Chi-Square Tests treasure Df Asymp. Sig. (2-sided) fill Sig. (2-sided) Exact Sig. (1-sided) Pearson Chi-Square 1. 075a 1 . three hundred Continuity Correctionb . 632 1 . 427 Likel ihood Ratio 1. 079 1 . 299 Fishers Exact Test . 341 . 214 Linear-by-Linear Association 1. 060 1 . 303 N of reasoned Cases 70 a. 0 cells (. 0%) have expected count little than 5. The token(prenominal) expected count is 14. 14. b. Computed only for a 2&2152 get across At 5% significance level do not reject H0 Area of residence affects awake(predicate)ness of Abbots product Pediasure HYPOTHEIS 3H0 penetrating the available competitors, consumer will prefer Pediasure over competitors as a nutritional Supplement. H1 Knowing the available competitors, consumer will not affect consumer preference of Pediasure over competitors as a Nutritional Supplement. polar Samples Test diametric Differences Mean Std. refraction Std. Error Mean Pair 1 ARE YOU AWARE OF ABBOTS CHILD NUTRITION PRODUCT PEDIASURE? IF YES THAN HAVE YOU EVER BOUGHT IT? -. 424 . 502 . 087 Paired Samples Test Paired Differences 95% reliance Interval of the Difference Lower speed Pair 1 ARE YOU AWARE OF ABBOTS CHILD NUTRITION PRODUCT PEDIASURE? IF YES THAN HAVE YOU EVER BOUGHT IT? -. 602 -. 246 Paired Samples Test t df Sig. (2-tailed) Pair 1 ARE YOU AWARE OF ABBOTS CHILD NUTRITION PRODUCT PEDIASURE? IF YES THAN HAVE YOU EVER BOUGHT IT? -4. 856 32 . 000 At 5% Significance level reject HO Awareness is not the only reason why consumers will prefer Pediasure over competitors product HYPOTHEIS 4HO luxuriously nutrients are preferred over other variables like Price Ha high nutrients are not preferred over other variables like Price Chi-Square Tests Value Df Asymp. Sig. (2-sided) Pearson Chi-Square 238. 264a 24 . 000 Likelihood Ratio 183. 809 24 . 000 Linear-by-Linear Association 62. 765 1 . 000 N of Valid Cases 93 a. 29 cells (82. 9%) have expected count less than 5. The minimum expected count is . 32. AT 5% significance level reject H0 Nutrients are not preferred over variables such as price HYPOTHESIS 5 HO extravagantly nutrients are preferred over other v ariables like RecommendationHa heights nutrients are not preferred over other variables like good word Chi-Square Tests Value Df Asymp. Sig. (2-sided) Pearson Chi-Square 217. 033a 25 . 000 Likelihood Ratio 206. 420 25 . 000 Linear-by-Linear Association 69. 663 1 . 000 N of Valid Cases 115 a. 30 cells (83. 3%) have expected count less than 5. The minimum expected count is . 24. At 5% significance level reject H0 High nutrients are not preferred over other variables like recommendation HYPOTHESIS 6 H0 organism a Medicinal product is good for the image of Pediasure.Ha Being a Medicinal product has no effect on the image of Pediasure. III. Sources of Data * Primary Sources * Respondents Our main aim was to get fresh information from the parents directly, so we could give way figure out the main reasons behind the sluggish growth of sales. There were some instances where the store managers were being receptive and the respondents showed neutrality in providing information. Due to our persistence we managed to get a great deal of good information. We loosely had to read out the questions to the respondents, while they shopped and marked the answers according to their response.The questionnaires were all change under superintendence of either of the members of the group to avoid the chance of misunderstandings. * secondary Sources Secondary data was not as such required in our research it was mostly based on primary data. The literature review only required natural reading of different articles. This helped us in getting a better brain about different aspects of the research work. We intentional how to design the questionnaire in a way that would get the maximum possible information without offending the respondents in any way.It also helped us to figure out how the issue of differences in perception of people living in different type of areas in the same city has been dealt. Some important information regarding Pediasure and its competitors Contents w as also gained using some secondary data. It was gathered from the websites of these companies and also from reading the packages of the respective products. This was basically done to compare different variables in different supplements. The comparisons were eventually used to analyze which variable is most important for the consumers. IV. Research InstrumentAs mentioned above, a questionnaire based survey was conducted, the questionnaire was designed jointly by the entire group members, memory in mind all the res publica and donts of Questionnaire designs taught by our mentor/teacher. It was also SPSS friendly, so it was really easy for us to statistically analyze it through the software. in advance moving ahead with it, we also got it checked to reduce as much chances of errors as possible. It was scripted using simple and familiar language, few questions that were easy to answer and supervision was given throughout. The sampling technique was partially random.The stores in a ll the areas were shortlisted through taxonomic random sampling technique. There were a total of 92 stores in F. B area and 56 stores in Defence, and we willy-nilly selected 25 and 15 stores from the respective areas. thence from each store 2 respondents were surveyed upon. The questionnaire contained 14 questions measuring different variables that are mentioned above. The variables tested through our research are employ pattern, preference to competitors, frequency of purchase, brand identicalness and purchase intention. Some questions were even include to get a little idea about the demographics of the target population.We faced some trouble during data collection, since the respondents seemed totally disinterested in giving their valuable knowledge to us. The staffs of the stores were also being receptive due to the agitation of the customers. In cases where store managers were not allowing us to interview in the store, we had to remain outside to get our target respondents . SUMMARY AND CONCLUSIONS RESTATEMENT OF PROBLEM The research problem was to get word the reasons behind the decline in sales of Abbots flagship product Pediasure. This was done by dividing selected areas in the city, mainly Defense and F.B Area, into class A and class B and finding out the perceptions of the users about the product. DESCRIPTION OF PROCEDURES Research Design The study seeks to find the ultimate solution to solve the problem of declining sales of Abbots Pediasure and to seek whether it is feasible for conducting additional promotional activities. Since we were seeking to explore the reasons for declining sales we used Exploratory Research Methods. Sampling Technique Convenience sampling method based on a non-probability sampling technique was used to gather data from the respondents. A questionnaire base survey was conducted to validate the findings.The questionnaire-based survey is designed as quantitative and qualitative both. Its methodical profile includes multi -perspective, cross-sectional design and broad random samples. The questionnaire tests the following variables * Brand Image * Usage Pattern * Preference * Satisfaction * Availability * Awareness Following Hypothesis was tested during the study 1. Area of residence affects use of nutritional supplements. 2. Area of residence affects awareness of Pediasure. 3. Knowing the available competitors, consumer will prefer Pediasure over competitors as a Nutritional Supplement. . High nutrients are preferred over other variables like Price. 5. High nutrients are preferred over other variables like Recommendation. The data was entered in Statistical Software SPSS v. 17 and Pearson Chi-Square Test was used to close up findings. If the value of assumed significance was greater than . 05, the theory was rejected. MAJOR FINDINGS 1. Area of residence affects use of nutritional supplements We do not reject our hypothesis which means that there is a difference in perceptions of people living in dif ferent areas. 2. Area of residence affects awareness of Pediasure.We do not reject our hypothesis showing that again area of residence is a factor which contributes to the differences in attributes of people. 3. Knowing the available competitors, consumer will prefer Pediasure over competitors as a Nutritional Supplement. We reject our hypothesis because awareness is not the only reason why consumers will prefer Pediasure over competitors product. 4. High nutrients are preferred over other variables like Price. We reject our hypothesis with the conclusion that price is the principle variable considered in buying nutritional supplements. 5.High nutrients are preferred over other variables like Recommendation. We reject our hypothesis because considering the nutritional aspect is not a preference over other factors such as recommendation. RECOMMENDATIONS * The image of Pediasure should be change for the consumers to identify it as a healthful product. * Increase in the number of fla vors of Pediasure would boost the sales. * There is a requirement from the marketing department to be more nimble and engage in activities such as personal selling. * If there is a hatchway then the price of the product should be reduced keeping in mind the costs. If not then the company should try the benefits of the product as in Nutritional value should be highlighted in the campaigns like 37 vital nutrients to motivate the customers into buying the product. * Different promotional campaigns according to different mediums should be designed highlighting the strong points of the product. Choosing brand ambassadors with high percentage of popularity among the children is a good idea. BIBLIOGRAPHY Guide to consumers pharmaceutical purchasing behavior (MARSHA FAHEY , writer and editor, Emron, Ine. , Warren, New Jersey) Consumer choice process when purchasing the staple food (J.STAVKOVA, J. TURCINKOVA Mendel University of Agriculture and Forestry, Brno, Czech Republic) http//www. a bbott. com. pk/ APPENDIX Abbott Nutrition Questionnaire Name Age Profession Area of residence Husbands vocation Currently using (Any supplement) 1. _________(AGE___) 2. _________(AGE___) 3. _________(AGE___) Questionnaire for Mothers 1. How many children do you have? * 0-2 * 2-4 * More than 4 2. What are the ages of your children? * * 1 ____________ * 2 ____________ * 3 ____________ * 4 __________ * 5 ___________ 6 ___________ 3. Are you satisfied with your childs (children) growth (height and weight) that are under the age of 10? * Yes * No 4. Does your child (ren) fall sick often? * Yes * No If your answer to any of the above question(s) 3 4 is YES, then proceed to Q5 5. In which school(s) does your child (ren) study that are under the age of 10? 1 ________________ 2 ________________ 3 _______________ 4 ______________ 6. Were you recommended by someone to use the product or you use it on your own * Recommended by someone * Used on the own 7. If recommended, then who recommended you to use the supplement? doc * Friends * Neighbors * Relatives * Other, recreate specify __________________________________________________________ 8. How many clock in a day do you give the supplement to your child (ren)? * * nipper 1 * churl 2 * Child 3 * Child 4 erstwhile Twice Thrice 9. Are you aware of Abbotts Child Nutrition harvest Pediasure? * Yes * No 10. If YES, then answer the following questions If no then jump to Q12 (a) take up you ever bought it? * Yes * No (b) When did you buy it and whose recommendation did you buy it? ____________________________________________ (c) Any why did you discontinue buying it? ___________________________________________________________________ 11. If your answer to Q10(a) is NO, then what is the reason for not buying it? &8212&8212&8212&8212&8212&8212&8212&8212&8212&8212&8212&8212&8212&8212&8212&8212- 12. Have you ever been to a pediatrician or child specialist? * Yes * No 13 If you are told that Pediasure is the Child Special ists first choice for child nutrition and for children who are picky/fussy eaters and it not only enhances growth (Height& Weight) but it also builds immunity. It is also clinically turn out to reduce number of sick days and the incidence of infections, would you start using it? * Yes * No 4 If NO, Why? ____________________________________________________________________ 15 regularise the considerations (in order of priority) on a photographic plate of (1-9) 1 being the highest and 10 being the lowest, if you are to make a decision to buy a nutritional supplement? * * Price * Company * Nutritional value * TV Ads * Doctors recommendation * Packaging * Someone elses recommendation, Please specify * Other, Please specify _____________________ 16 If I tell you that per month cost of Pediasure is Rs. 2100 (1 serving per day) and the cost of supplement that you are using is ____________, then would you prefer buying Pediasure? Yes * No Product Comparison Product Comparison Approxim ately Analysis powder Per 100gm Pediasure Comp. Promise PE Horlics young Meiji Big Enervit Junior Energy PER 100G 492 451 406 467 489 Calories Per Serving 225 200 hundred and one 185 Per Rs. Calories 3 3 3. 5 Nutrints Protien 14. 8 gm 16 gm 17. 5 gm 20 15 gm Fat 24. 6 gm 16 gm 7. 1 gm 19 24 gm Carbohydrate 52. 8 gm 61 gm 67. 5 gm 54 53. 4 gm FOS 1. 75 gm 1. 4 gm NA 2 gm taurine 35. 4 mg 21 mg NA 33 30 mg Carnitine 8. 4 mg 7. 7 mg NA 10 mg Inositol 39. 4 mg 34 mg NA 40 mg Minerals Calcium 483 mg 563 mg 800 mg 700 490 mg friction match 300 mg 383 mg NA 470 360 mg Zinc 4. 9 mg 5. 4 mg 4. 5 mg 4 3. 2 mg slovenly person 0. 5 mg 0. 39 mg 0. 34 mg 320ug 0. 37 mg Selenium 14. 8 microgram NA 20 microgram 14. 8 microgram Iron 6. 9 mg 8. 4 mg 14 mg 8 6. 9 mg Iodine 47. 3 mcg 42 mcg 90 mcg 100ug 62 mcg nicotinic acid 8. 42 mg 3. 1 mg 6 mg 6 NA Magnesium 98 mg 50 mg NA 70 47 mg Sodium 227 mg 212 mg NA 270 200 mg jet 640 mg 856 mg NA 970 570 mg Choloride 493 mg 495 mg NA 630 360 mg Manganese 1. 23 mg 0. 5 mg NA 45ug 25 mgChromium 15 mcg NA NA NA Molybdenum 24. 6 mcg NA NA NA Vitamins Vitamin A 1270 IU 1500 IU 300 mcg 1300IU 400 mcg Vitamin C 50 mg 54 mg 30 mg 55MG 50 mg Vitamin D 158 IU 301 IU 5 mcg 300IU 4 mcg Vitamin E 11. 4 IU 7. 4 IU 6 mg 6MG 8 mg Vitamin B1 1. 35 mg 0. 58 mg 0. 5 mg 0. 4MG 0. 9 mg Vitamin B2 1. 03 mg 0. 7 mg 1 mg 1. 6MG 1. 03 mg Vitamin B6 1. 3 mg 0. 56 mg 1 mg 0. 3MG 8 mg Vitamin B12 1. 5 mcg 1. 1 mcg 1. 8 mcg 2UG 1. 4 mcg Vitamin K 18. 8 mcg 28 mcg 30 mcg 25UG 20 mcg Nicotinamide 8. 4 mg NA NA 8 mg Pantothenic cutting 3. 45 mg 2. 5 mg NA 2MG 3. 4 mg Folic window pane 108 mcg 31 mcg 300 mcg 0. 1MG 100 mcg biotin 18. 2 mcg 11 mcg NA 18 mcg Choline 148 mg 135 mg NA 80 mg Additional details about Promise PE Gold Powder Per 100gm Protein Alfa lactulbumin 0. 81 gm Fat Linoleic Acid 4054 mg DHA 8. 1 mg AA 12 mg Carbohydrates Lactose 29 gm Maltodextrine 11 gm Corn Syrup square(a) 11 gm Sucrose 9. 5 gm Vitamin Beta Carotine 68 mcg Nuclotides 12 mg Leutin 90 mcg Age 2-10 Years Dilution 5 scoops (44 gm) powder in 175 ml water Scoop Size 8. 8 gm Flavor Vanila Fat formulation contains cover Olein Oil