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A Market Survey on GOLD FLAKE (KINGS) by ITC

DEMOGRAPHICS-AGE
18-24 25-30 31-35 0% 23% 36-45 46+ 0%

Most of the respondents where men within the age group of 25-30 and with a monthly income of 10k-25K.

18%

59%

DEMOGRAPHICS-SALARY
<10K 10K-25K >25K

DEMOGRAPHICS-SEX
SEX FEMALE 18%

21%

18% SEX MALE 82% 61%

Factors Determining Purchase Decisions (Mean) On A Scale Of 5


5.00 4.50 4.00 3.50 3.00 2.50 2.00 1.50 1.00 0.50 0.00 LOOKS 3% 3.31 3 3.49 2.80 4.51

FACTORS INFLUNECING PURCHASE %

3.43

3.27

PACKAGING 6% BRAND 18% PRICE 12% COMPANY 8%

AVAILABILIT Y 19% TASTE 34%

5.0 4.5 4.0 3.5 3.0 2.5 2.0 1.5 MALE FEMALE

1.0
0.5 0.0 BRAND COMPANY PRICE TASTE LOOKS AVAILABILITY PACKAGING

30 30 25

20

15

10

5 0 0 STELLER 3 OTHERS

0 GOLD FLAKE NAVY CUT CLASSIC MARLBORO BRAND PREFERENCE BENSON

10

15

20

25

30

0 GOLD FLAKE NAVY CUT CLASSIC MARLBORO

MALE BENSON STELLER OTHERS GOLD FLAKE NAVY CUT

CLASSIC

FEMALE

MARLBORO

BENSON

STELLER

OTHERS

MEAN RATING OF GOLD FLAKE ON A SCALE OF 5


4.50 4.00 3.50 3.00 2.50 2.00 1.50 1.00 0.50 0.00 QUALITY PACKING VARIANCE PRICING AVAILABILITY SMOOTHNESS LOOKS 4.3

4.27

3.83

3.7 3.27 3.07

3.63

3.0 LIGHTS 4

FEMALE MALE

0.0 REGULAR 23

10

15

20

25

BRAND LOYALTY
CHANGE RECOMMENDATION DRIVE AWAY BORROW

BORROW 13% CHANGE 44%

DRIVE AWAY 23%

RECOMMENDATION 20%

10 9 8 7 6 5 4 3 2 1 0 LOOKS 0 PACKING PRICE SMOOTH DONT LIKE THE TASTE 0 DONT KNOW POOR TOBACCO 4 4 2 10

PACKAGING 14% AVAILABILITY 10%

BRAND 16%

COMPANY 16% LOOKS 12%

PRICE 11%

TASTE 21%

5.0 4.5 4.0 3.5 3.3

4.5

5 4.5 4.9 4.5 4 3.3 2.9

3.0
2.5 2.0 1.5 1.0 0.5 0.0 BRAND COMPANY

1.8
1.9

2.5

2.3

2.9 MALE FEMALE

FEMALE PRICE TASTE LOOKS MALE AVAILABILITY PACKAGING

Out of the 6 given brands of cigarette, most of the people had opted for Gold flake (30 out 0f 51). Gold Flake has a very good distributorship hence it is very much Available in every cigarette store. It also has a satisfactory Taste and Smoothness. People those smoke Gold Flake are also pleased with its Quality as a whole. Out of the 30 customers those who smoke Gold Flake 29 have confirmed that they are very Satisfied with the cigarette. All these indicates that Gold Flake is doing pretty good in the cigarette markets of Kolkata.

On the other hand smokers those who do not prefer Gold Flake feels that; Gold Flake must work on its Taste. They even feel that it is little over Priced. It lacks Smoothness. Finally, improvement in the Tobacco Quality was also suggested by some of them.

The study suffers from the basic limitations of the possibilities of difference between what is recorded and what is true. The sample size is very less and therefore the test that could be done on large population was restricted. The findings of the survey are based on the subjective opinion of the respondents and there is no way of assessing the truth of the statements. The limitation of personal bias of respondents limit the scope of the study.

From the analysis and interpretation of data we can conclude the following things : The sale of Gold Flake is good but we should say it is satisfactory, as it is the first entrant in the Indian market. Taste of Cigarette is the factor that attracts the consumers most while they go for smoking. The awareness of Gold flake is satisfactory to the consumer even after the govt. restrictions on cigarette advertisements. Price plays a vital role in controlling the purchase decisions. However, the study that we have undertaken concludes that the product Gold Flake of ITC is a delightful product for the consumers.

Up in smoke That's where I wanna be, 'Cause when I'm high The world below Don't bother me.. - Cheech And Chong /#share

Bibhuti Prasad Lenka Siddharth Mukul Baruah Prajit Goswami