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Delta Dairy Local

Market Taste Test


Survey
Group 9
Amiya Mohan Dash
5B
Arpit Gupta
11B
Firdaus Khan
21B
Nilkancha Badhiye
32B
Sanish Nair
41B

Delta Dairy has a


leading position,
with a 41 percent
market share and
a stronger lead in
Athens and a
weaker position
in the northern
It conducts the
part
Group's
business
activity in the
fresh dairy,
infant
nutrition, and
beverages
categories
Delta Dairy is
one of the
leading
producer,
retailer, and
distributor of
food products
in Greece

The
main reason
for this fact
was found in
the particular
tastes of
northern Greek
consumers

Preference for
a richer-tasting
milk, Focus on
purchasing
locally
produced food
and non food
products

The secondlargest city in


Greece, after
Athens
employing
people from
Northern
Greece

Competitors in the fresh milk segment were:


The most significant competitor and a leader in the northern
Greek market was a local company, with production facilities
in northern Greece and with distribution that was gradually
achieving national levels
Another Athenian company, with a rather weak market share,
which, nonetheless, was better than that of Delta's milk
before the new plant opening.
Another local producer, with a much more significant market
share, which, however, exhibited a negative share trend,
perhaps owing to frequent quality problems of its products.

Varieties of milk offered were,


Full fat milk with 3.5 percent fat content, this milk
type was usually bought by families with children,
and the nutritional value was the most important
product benefit for them. It had more than 60
percent total market volume sales.
The second largest in volume sales, 20 percent
overall, was low-fat milk, with 1.5 percent fat
content. Mostly adults and families without
children purchased this type of milk. Personal well
being was the most-sought benefit of this target
group.
The remainder of the white milk market belonged
to various niche products, "fortified" with vitamins

Define the population and the sampling frame for this


survey project.
The given population
Explain your answers in a manner
the
hasthat
been supports
chosen
because our objective is
proposed
definitions.
Populatio
n
The population for the
given research design
consists of all Northern
Greece consumers for
Milk

Sampling
Frame
The sampling
frame for
the given research
design consists of the
following people from
Northern Greece:
Adult women
Children

concerned with
preference of milk brand
and hence all the
Northern Greece
consumers consists of
our population.
All the people/ items
that have been chosen
for study and share the
common characteristic
Adult
women
are
that we
will study
primary decision makers
in the consumption of
milk
Children also influence
the purchase decision.
And hence any sampling
unit can be drawn from
the sampling frame to
construct the sample for
the analysis

What sampling procedure would you recommend for this


taste test survey ? Why?
What potential
do you foresee with your
Sampling deficiencies
Procedure
suggested
procedure?
Since,
production plant built near Thessaloniki, Macedonia,
milk from the plant can be distributed to Macedonia, Thrace,
and Thessalia.
Hence each of these three regions should be geographically
segmented into smaller regions.
In each of the regions, a representative hypermarket is
chosen (i.e. the one with highest number of footfalls) and
intercepted.
We then use quota sampling to assess the consumers
visiting that shopping mall. The quota sampling should
consist of adult women, children and elderly/ very young
Why?
with
weight the
given
to adult
women.
people,
It will help
ushighest
in conducting
survey
in less
time because
less time is required in Quota Sampling.
This will help us in getting the taste preference according to
various geographies and age group.

Potential Deficiencies
Since one shopping mall in each of the region will be
intercepted, there might be a case where a majority of milk
purchasers will be left out.
Quota Sampling has an inherent disadvantage because of
the bias of an interviewer.

One alternative for how to conduct the survey was to


place taste tables on the most crowded streets of the
"capital" of northern Greece (Thessaloniki) and select
passersby who would be willing to participate in the
survey. Evaluate this alternative and discuss its
advantages and disadvantages. What might be a better
method, from the point of representativeness bias, and
The
aforementioned
method
can evaluated as follows
other
principles
of sampling?
Advantages:

The way the respondents react can be observed and judged easily
Cost and time in transportation saved
A sample of the product to be sold can be given easily

Disadvantages:

There might be cases of repeated response from the same respondent


Due to paucity of time the respondent might not respond with the same
efficacy, thereby producing variation in results
The small test samples cannot be representative of the target
population
If the free sample is not provided, there is no incentive for the
respondents to respond. This leads to a loss of interest midway

Alternative Strategy:
Door-to-door survey: Although more
cost and time consuming, it can be
given the form of an in depth
interview if the respondents show
interest.

Should the taste test be blind or nonblind? Why? Should explicit brand
names be tested?
Would it be a good idea for Delta to present information about the various
milks being
tasted, or even a mock-up of containers in which it will be sold? Should
pricing information
be tested concurrently?
Most people can tell the difference between skim, 2%, and whole milk.
Milks that were thin and watery are usually deemed less desirable than
rich and creamy versions. This data would support why some people
will only drink one type of milk.
In this case blind test should be preferred we are more likely to avoid
any potential biased reactions or responses.
Explicit brand names should be avoided.
Delta should not present information about the various milks being
tasted. However the participants must be made aware of the purpose of
experiment.

what milk samples


would you include in the taste test? Would you vary them across different
respondents?
How? What sort of statistical methods might allow you to do this
scientifically, and to
analyze the results correctly? Might you allow consumers to simply try
whatever
milk milk samples would be tested:
The following
The milk sample with 3.5
products
theyMilk
like best?
Delta Dairy
percent fat content would be
Milk from the local producers.
given to families with children
Milk of the Athenian company
and the low fat content milk
(1.5 % fat content) to families
without children.
5-point numerical rating scales will be used. Same expiration date,
temperature and amount of milk need to be given.
The following attributes would be ranked according to tasters
preferences:
Independent variable: Price level of processed milk, fat content of
processed milk
Dependent variable for this study: taste of processed milk (sour to
sweet) and consumers attitude towards processed milk. (Creaminess,
freshness, thickness).