Market Research on Soft Drink Consumption among USC Students

Market research 1
The market for soft drinks at USC
Student name:
Tutor name

Market research 2
Introduction
Many businesses have struggled to stay afloat in the market that has been driven by high
competition. This has compelled business owners to invest in any method possible to ensure that
they maintain a firm grip on their customers. In order to understand the method to employ so as
to retain the customers, businesses have invested in approaches such as conducting market
research to be able to understand their customers and market trends better. It is against this
background that students at USC University decided to conduct a market research regarding the
consumption of drinks among students in the institution. The objective of this project was to
understand the students’ soft drink market at the university. Since it was impossible to conduct a
research of the whole population due to financial and time constraints, convenience sampling
method was employed; only BAC21 students constituted the sample that was used in this
research. The research used questionnaires as a tool for data collection. This was found
convenient since all the students were in one geographical location. The data collected was then
analyzed using the statistical analysis software, SPSS. Descriptive statistics such as students’
demographics were analyzed. Inferential statistics such as relationships between different
variables were also analyzed. The results were presented in tables and graphs as in the data
analysis section.
Data analysis and results
Table and graph of students’ distribution by origin
ORIGIN
NUMBE
R
PROPORTIO
N
International
student 17 0.085
Domestic student 183 0.915

Market research 3
TOTAL 200
Table 1
International student Domestic student
0
20
40
60
80
100
120
140
160
180
200
Proportion of students by origin
Figure 1
It can be observed from the table and figure above that there were 183 domestic students and 17
international students.
Test for relationship between average quantity of drinks consumed and price
To establish the relationship between average quantity consumed and price, a Pearson correlation
test was conducted. The result was as shown below;
Correlations
Average
quantity
consumed
Price
Average quantity consumed
Pearson Correlation 1 -.979**
Sig. (2-tailed) .000
N 10 10
Price Pearson Correlation -.979** 1
Sig. (2-tailed) .000