Salty Snacks

BHO5574        CONSUMER BEHAVIOUR

ASSIGNMENT 3:

CRITICAL EVALUATION OF

“SALTY SNACKS”[pic 1]

SEMINAR: WEDNESDAY 6-9PM

TEACHER: DR THU-HUONG NGUYEN

BY: KRISTY BUHAGIAR (3888314),

SENANI SENEVIRATNE (3848094) &;

TRAN NGUYEN DANG KHOA (4379203)

Question 1:

The average level of duplication represents,

• All brand shares have more customer base with the BB standard (Largest brand) in comparison with Aztec which has a smallest market share.
• BB standard was 78 % of the buyers of each of the other brands in the year. (The 1st column average), BB Biguins about 29%, and Burger Rings by some 27%. The individual data in each column vary to some extent. But the main difference is with the column averages.
• Duplication relates to customer ranks has declined. All brand shares has mostly declined compare to BB standard. Because it is the largest brand. It has more penetration times compare to other brands as well.

Question 2:

“Duplication=2 *Penetration” indicates that the level of duplication could be interpreted as two times that of penetration in the market.

This describes unsegmented market the percentage of buyers of one brand, will buy another brand and it differs in a constant proportion (here 2) with the penetration of this other brand. If there is segmentation or regular 'partitioning' of the different brands, this will describe as deviations. Some of the variation in the columns of table could show this, although nothing clear cut has been established in this particular instance. (The first check should again always be whether a deviation occurred also in the previous year, i.e. whether or not it appears to be at all systematically related to the brand in question.) Clusters could arise at times and it generally for sub-groupings of brands through product formulation (for example, Oven baked chips or fried chips and chilli flavoured, chicken flavoured & vinegar flavoured), by price or retail availability, or by their stemming from the same manufacturer.

Question 3:

In the row numbered 20, this shows the average duplication for each brand.  The data shows a particular number which has a meaning only for specific brands.  For example, the average duplication of BB Standard is 78, showing that there is 78% of ordinary customers from another brand also using products of BB Standard. The number 78 does not show the duplications for BB Muphy’s for example and the other brands. The average penetration in this table is 14% in comparison to other brands and is the average of all brand penetrations. Furthermore the average rate of duplication for all brands in the table is derived as 399 divided by 12, which is equal to 33.25 or 33. The average rate of penetration is derived as 172 divided by 12, which is equal to 14.33 or 14.