MARKETING RESEARCH

ON
NESTLE PURE LIFE

SUBMITED TO: SIR FAHEEM

BY: ANAS UMER

 TABLE OF CONTENTS

• Executive Summary
o History
o Introduction
o Brands of nestle
• Intro to Problem
o Purpose
o Research Objective
o Scope of study
• Literature review
o Consumer
o Brand
o Consumer Buying Behavior
o Brand Positioning
o Brand Equity
o Factors Affect The Consumer Buying Behavior
• Problem statement
• Theoretical Frame work
o Inventory of Variables
o Research Questions
• Hypothesis
• Data collection techniques
o Research design and methodology
o Population
o Sample
o Instrument and measure
o Procedure
o Questionnaire
• Intended Test
 • Research analysis
• References

EXECUTIVE SUMMARY

History:

Henri Nestlé founded Nestlé in 1866 in Switzerland. Nestlé means ‘little nest’
in Swiss German. Nestlé first customer was a premature infant who could
tolerate neither his mother’s milk nor any other conventional substitute. Thus,
Henri’s ultimate goal was to help fight the problem of infant mortality due to
malnutrition for which he developed a product combining various cow’s milk,
wheat flour and sugar and name it Farine Lactee Nestlé, which was the first
product of Nestlé being marketed in Europe.

In 1974, Jules Monnerat purchased Nestlé and collectively they launched a

condensed milk product of its own. In 1905, Nestlé got merged with Anglo-
Swiss condensed milk.

After some time, when Nestlé got fully established and all its operation were
properly functioning in Europe and was gaining fame around Europe, then
Nestlé decided to set up production plants around the globe to ensure the
growth of the organization and to become multinational.

Introduction:
Nestlé has been serving Pakistani consumers since 1988, when our parent
company, the Switzerland-based Nestlé SA, first acquired a share in Milkpak
Ltd.

Today we are fully integrated in Pakistani life, and are recognized as producers
of safe, nutritious and tasty food, and leaders in developing and uplifting the
communities in which we operate.
 We at Nestlé Pakistan ensure that our products are made available to consumers
wherever in the country they might be. Convenience is at the heart of the Nestlé
philosophy, and our aim is to bring products to people's doorsteps

NESTLÉ PURE LIFE is pure, safe and healthy drinking water for you and your
family.

Every bottle of NESTLÉ PURE LIFE is produced with the Nestlé Safety
System and is carefully sealed with a proprietary seal. Purity of the highest
standards is matched by an optimal balance of essential minerals, enhancing the
health and wellbeing of your family.

No wonder its Pakistan’s favorite water because more people trust it than any
other brand.

Brands of Nestle:
• In Milk, Dairy and Chilled Diary: NESVITA, NIDO, NESLAC,
EVEYDAY, NESTLE DAHI, Fruit Yoghurt, Nestle Riata, Nestle Cream,
Nestle Creations.
• In Beverages: Nescafe, Nesquick, Milo, Nestle Fruita Vitals.
• In Bottle Water: NESTLE Pure Life.
• In Baby Food: Cerelac.
• In Food: Maggi.
• Breakfast Cereal: Cornflakes.
• In Chocolate and Confectionary: Kitkat, Polo.

INTRO TO PROBLEM
Globalization makes people aware for finding their way into the country.
International brands becoming stronger day by day. Globalization makes people
aware of their cultures, lifestyles and brands day by day. Consumer Buy Nestle
pure life foreign brand more frequently against other foreign brand Aquafina. The
objective of study is therefore to examine some influences such as consumer
ethnocentrism, the role of social influences like advertising, peer groups and family
in affecting consumer perception.

Purpose of study:
 1. Factors influencing consumer to buy nestle mineral water than Aquafina
2. Pakistani consumer buying behavior patterns, attitude towards brands.

Objectives:
1. Determine the factors influencing consumer preferences.
2. To see how age, gender and income level of consumer affect the buying
behavior.

Scope of study:
This research is focusing on the consumers of Karachi. It deals with factors
that influence consumer’s preference while selecting Nestle Mineral water and
what consumers look for in a product when they buy it.

Delimitations:
This research is limited to Karachi city only.

LITREATURE REVIEW
Consumers:
The end users are called consumers. Sometimes they are customer but sometimes
they cannot buy but the product.
Brand:
A name, term, sign, symbol, or design, or a combination of these intended to
identify the goods and services of one seller or group of sellers and to differentiate
them from those of competitors.

Consumer Buying Behavior:

The buying behavior of final consumers-individuals and households who buy
goods and services for personal consumption.

Brand Positioning:
To set the position of brand clearly in the target consumer’s minds. Three types of
brand positioning and the position in consumer mind is to position the brand on
strong beliefs and values just as nestle say “PURE LIFE”.
 Brand Positioning:
The positive differential effect that knowing the brand name has on customer
response to the product or service.

Factors Affect The Consumer Buying Behavior:

Consumer purchases are influenced strongly by culture, social class, reference
group, roles and status, age, life cycle stage, occupation, economic situation,
lifestyle, personality and self concept, motivation, perception, learning, beliefs and
attitudes.

PROBLEM STATEMENT
Pakistani consumers have different choices in mineral water if they dissatisfy with
one, so they switch to other
1. What factors considered by consumer while selecting nestle mineral water.
2. Why consumer prefer nestle pure life than Aquafina.

THEORITICAL FRAMEWORK
After completing a literature review, define the problem, it is ready to develop a
theoretical frame work.

Inventory of Variables:
Dependent Variables:
The dependent variable in this case is the consumer behavior. The study is
focused upon the buying behavior of consumer regarding nestle pure life.
During the selection of nestle mineral water a consumer always consider
certain factors, so the buying decision process is not an independent process.
Independent Variables:
1. Quality: No Compromises
2. Status: Nestle pure life is the symbol of high status
3. Price: High price makes and targets the upper level customer
4. Reference Group: Group or institutions who one look up to for
guidance for one own behavior and whose opinion cares for
5. Advertising: Plays an important role in targeting consumer
 6. Brand Conscious: Consumer thinks that nestle in mineral water is a
better than Aquafina
Research questions:
1. What are the reason of consumer preference of nestle pure life?
2. What are the demographic characteristics?

HYPOTHESIS

HO: Consumer do not prefer nestle mineral water over Aquafina mineral water
H1: Consumer prefer nestle mineral water over Aquafina mineral water

DATA COLLECTION TECHNIQUES

1. Primary Data: Collected through Questionnaire

2. Secondary Data: News paper, Internet, Books

RESEARCH DESIGN AND METHODOLGY

• Population: Population of Karachi is about 20 Million.

• Sample: Simple random sampling technique was used and the sample size was
100.
• Instrument and measures: In this research we develop a questionnaire which
contains multiple choices questions. The questions are open and close end
choices. 14 questions are asked in the questionnaire. Name, Age, Gender, Level
of income, Sex, Profession and Education is asked on the top of the
questionnaire.
• Procedure: After developing the questionnaire, it distribute in
• Questionnaire Analysis: The questionnaire was design after the consideration
of different variables of the theoretical framework. Age, gender and level of
income have been asked to analyze the population demographically.

QUESTIONNAIRE