Marketing Research Report: World Wide Tobacco and Consumer Behavior

This report presents a comprehensive marketing research project conducted for Marketing Supreme plc, focusing on consumer behavior and market structure within the tobacco industry. The report details the collection of primary data through surveys and questionnaires, gathering insights into consumer preferences, consumption patterns, and demographic factors. Secondary data from online and published media are also utilized to analyze competitor strategies and market trends. The research employs various data analysis techniques, including cumulative frequency graphs, mean, median, mode, and quartile calculations to draw valid conclusions and make informed recommendations. Furthermore, the report includes project planning elements, such as Gantt charts and capital appraisal methods (NPV, IRR, and payback period) to assess project feasibility and reduce risks. The report concludes with a business presentation and formal report summarizing the findings and recommendations for World Wide Tobacco (WWT).

Table of Contents
Introduction......................................................................................................................................1
Task 1 Sources for collection of data..............................................................................................1
Plan for data collection through primary and secondary sources................................................1
Presentation of survey methodology and sampling frame used in data collection......................2
Questionnaire for collection of primary data...............................................................................2
Task 1 Sources for collection of data..............................................................................................4
Plan for data collection through primary and secondary sources................................................4
Presentation of survey methodology and sampling frame used in data collection......................5
Questionnaire for collection of primary data...............................................................................6
Task 2 Techniques for effective analysis of data.............................................................................8
Cumulative frequency graph........................................................................................................8
Analysis of data to draw valid conclusions.................................................................................9
Value of semi-interquartile range..............................................................................................10
Suitable calculations to draw realistic conclusion and valid recommendations........................11
Calculation of standard deviation and range.............................................................................12
Task 3 Business presentation and business report.........................................................................13
Information through Pie charts, line and bar graphs..................................................................13
Business presentation.................................................................................................................22
Formal business report...............................................................................................................22
Task 4.............................................................................................................................................23
Paths through the network.........................................................................................................23
Planning for the project by identifying critical path, PERT, Gantt Chart for implementing
business process.........................................................................................................................26
Task 5.............................................................................................................................................27
Computation of NPV of both projects.......................................................................................28
Computation of IRR of both projects........................................................................................30
Page 1 of 42

Payback of both projects............................................................................................................30
Explanation for selection of project...........................................................................................32
References......................................................................................................................................34
Page 2 of 42

List of Figures
Figure 1: Gantt chart........................................................................................................................6
Figure 2: Network diagram..............................................................................................................7
Page 3 of 42

List of Tables
Table 1: Activities of project...........................................................................................................5
Table 2: Information of available projects.......................................................................................8
Table 3: Computation of NPV of Project Fitz.................................................................................8
Table 4: Computation of NPV of Project Naushaba.......................................................................9
Table 5: Computation of IRR of project..........................................................................................9
Table 6: Cumulative inflow of project Fitz....................................................................................10
Table 7: Cumulative inflow of project Naushaba.........................................................................10
Page 4 of 42

INTRODUCTION
Decision making process is vital for all commercial entities as it directly affect their
opportunities of growth and success. In this process, viable option is selected from available
alternatives on the basis of statistical and financial analysis. For this purpose, appropriate data is
collected and evaluated to take better decisions. Present project report is focused to prepare
marketing research report of Marketing Supreme plc which is operating in Manchester. Report is
prepared for a client, World Wide Tobacco (WWT) to explain aspects of consumer behavior and
structure of market. For this purpose, primary and secondary data will be collected through
suitable sources. Further, range of techniques will be applied to analyze data effectively for
decision making. For timely completion of the project activities, Gantt chart will be prepared.
Capital appraisal techniques will be applied to reduce risk and probability of failure of project.
TASK 1 SOURCES FOR COLLECTION OF DATA
Plan for data collection through primary and secondary sources
Primary data
Primary data for the marketing products will be collected from customers of the entity.
For this purpose, questionnaire will be prepared for the consumers to determine their taste and
preferences (Johnson and Clark, 2006). Demographic factors will also be considered in this
questionnaire to assess responses of target groups. Further, consumption pattern will be analyzed
to form better strategies for production of tobacco products.
Secondary data
For the present survey, secondary data will be collected from online and published media.
Through secondary data, entity will be able to determine strategies used by competitors in
addition to their market share and revenues. Operational policies will be formed by Marketing
Supreme plc on the basis of secondary data (Newbold and et. al. 2009).
Presentation of survey methodology and sampling frame used in data collection
Survey methodology
5

For present research, primary data will be collected through survey methodology.
Therefore, survey will be conducted by Supreme plc and questionnaire will be prepared by
organization for the respondents of the survey to determine consumer preferences on E-
cigarettes. Primary data for the marketing of E-cigarettes' products will be collected from
customers of the entity.
Sampling frame
Data collection from primary sources will be done through technique of random
sampling. Sample size of 50 customers has been selected for the present research. Assessment of
respondents will be done randomly to prevent biasness in evaluation (Pech and Durden, 2003).
Further, each variable will have equal and fair chance to get selected for the data analysis.
Data validity
For data validity in present research, data will be collected through authentic and reliable
sources. Further, data will be assessed by authorized and qualified person. Data collected from
primary and secondary sources will be kept confidential for ethical purpose. Analysis and
interpretation will not be done one the basis of biasness or unjust factor (Weygandt and et. al.,
2009).
Questionnaire for collection of primary data
Name: ____________
Age: ______________
Gender: ___________
Email id: _______________________
 From how long have you used E-cigarettes products?
◦ _____ years
◦ ____ months
 What kind of tobacco products do you use?
◦ Cigarettes
6

◦ Smokeless products (chew or snuff)
◦ other (please specify) _______________
 How much do you spend on E-cigarettes products per day?
◦ Less than £10
◦ £10 to £20
◦ More than £20
 How often do you consume tobacco products?
◦ Once in a week
◦ Twice to thrice in a week
◦ Daily
 How much quantity due you consume per day?
◦ ___ Cigarettes (1 pack= 20 cigarettes)
◦ ___ Dips (Chew or snuff products)
 From where do you like to purchase tobacco products?
◦ Specialized shops
◦ Super markets
◦ Other (please specify) _________________
 With whom do you purchase E-cigarette products?
◦ Alone
◦ With family members
◦ With friends
◦ With a group Introduction
7

 Decision making process is vital for all commercial entities as it directly affect
their opportunities of growth and success. In this process, viable option is selected from
available alternatives on the basis of statistical and financial analysis. For this purpose,
appropriate data is collected and evaluated to take better decisions. Present project report
is focused to prepare marketing research report of Marketing Supreme plc which is
operating in Manchester. Report is prepared for a client, World Wide Tobacco (WWT) to
explain aspects of consumer behavior and structure of market. For this purpose, primary
and secondary data will be collected through suitable sources. Further, range of
techniques will be applied to analyze data effectively for decision making. For timely
completion of the project activities, Gantt chart will be prepared. Capital appraisal
techniques will be applied to reduce risk and probability of failure of project.
TASK 1 SOURCES FOR COLLECTION OF DATA
Plan for data collection through primary and secondary sources
 Primary data
 Primary data for the marketing products will be collected from customers of the
entity. For this purpose, questionnaire will be prepared for the consumers to determine
their taste and preferences (Johnson and Clark, 2006). Demographic factors will also be
considered in this questionnaire to assess responses of target groups. Further,
consumption pattern will be analyzed to form better strategies for production of tobacco
products.
 Secondary data
 For the present survey, secondary data will be collected from online and
published media. Through secondary data, entity will be able to determine strategies used
by competitors in addition to their market share and revenues. Operational policies will
be formed by Marketing Supreme plc on the basis of secondary data (Newbold and et. al.
2009).
Presentation of survey methodology and sampling frame used in data collection
 Survey methodology
8

 For present research, primary data will be collected through survey methodology.
Therefore, survey will be conducted by Supreme plc and questionnaire will be prepared
by organization for the respondents of the survey to determine consumer preferences on
E-cigarettes. Primary data for the marketing of E-cigarettes' products will be collected
from customers of the entity.
 Sampling frame
 Data collection from primary sources will be done through technique of random
sampling. Sample size of 50 customers has been selected for the present research.
Assessment of respondents will be done randomly to prevent biasness in evaluation (Pech
and Durden, 2003). Further, each variable will have equal and fair chance to get selected
for the data analysis.
 Data validity
 For data validity in present research, data will be collected through authentic and
reliable sources. Further, data will be assessed by authorized and qualified person. Data
collected from primary and secondary sources will be kept confidential for ethical
purpose. Analysis and interpretation will not be done one the basis of biasness or unjust
factor (Weygandt and et. al., 2009).
Questionnaire for collection of primary data
 Name: ____________
 Age: ______________
 Gender: ___________
 Email id: _______________________
 From how long have you used E-cigarettes products?
◦ _____ years
◦ ____ months
 What kind of tobacco products do you use?
9

◦ Cigarettes
◦ Smokeless products (chew or snuff)
◦ other (please specify) _______________
 How much do you spend on E-cigarettes products per day?
◦ Less than £10
◦ £10 to £20
◦ More than £20
 How often do you consume tobacco products?
◦ Once in a week
◦ Twice to thrice in a week
◦ Daily
 How much quantity due you consume per day?
◦ ___ Cigarettes (1 pack= 20 cigarettes)
◦ ___ Dips (Chew or snuff products)
 From where do you like to purchase tobacco products?
◦ Specialized shops
◦ Super markets
 How much do you spend on tobacco products in a month?
◦ Less than £150
◦ £150 to £300
◦ More than £300
 What social or cultural issues faced by you during consumption of tobacco products?
10

______________________________________________________________________________
________________________________________________________________
Secondary data for the research
In present era, industry of E-cigarettes has hampered growth in the valuation of market of
smoking cessation. It is great alternative to smoking and most of the consumer use it to quit
smoking or to reduce consumption of smoking. It is innovative nicotine product and it helps to
reduce adverse impact on health (Rice, 2007). Major competitors in industry of E-cigarette are
AW, boge, Cloupor ®, Imperial Tobacco Group plc and British American Tobacco. Majority of
the market share is covered by these entities. Average earning of these entities is approximately
£24.3 billion. Hybrid strategy of traditional and modern techniques is used for marketing by
these companies. They had created pages to promote their products. By these techniques
companies can reach to large audience with minimum cost and time.
TASK 2 TECHNIQUES FOR EFFECTIVE ANALYSIS OF DATA
Cumulative frequency graph
Age Group
Population
(in millions)
Cumulative
frequency
Under 10 9 9
10 to 20 8 17
20-30 7 24
30-40 7 31
40-50 7 38
50-60 7 45
11

60-70 5 50
70-80 3 53
80-100 1 54
Analysis of data to draw valid conclusions
X F CF XF
0-10 5 9 9 45
10-20 15 8 17 120
20-30 25 7 24 175
30-40 35 7 31 245
40-50 45 7 38 315
50-60 55 7 45 385
60-70 65 5 50 325
12
0 1 2 3 4 5 6 7 8 9 10
0
10
20
30
40
50
60
Figure 1: Cumulative frequency graph