Tupperware MR

Company Background
Tupperware is a well-known brand which have spread more than 100 countries such as
Malaysia, Indonesia and Singapore and is one of the world's biggest direct sellers.
Tupperware is a line of home products that includes kitchen and home preparedness, storage
and serving products. Besides, Earl Tupper who is the founder of Tupperware designed the
first container in the shape of a bell in 1942 and the brand products were introduced to the
public in 1948. The term "Tupperware" is often commonly used to refer to containers (tubes)
of plastic or glass food storage with snap lids. Furthermore, the headquarters of Tupperware
is at the Orlando, Florida, United States. Moreover, Tupperware's top marketplace was
Indonesia in 2013, the sales from Indonesia in 2013 amounted to over $200 million with
250,000 sales people (Tupperware 2019).
Problem of the company
Customer complaint onward Tupperware food container without lifetime warranty.
One from the Tupperware lifetime warranty cases is about a customer had returned a faulty
product for replacement to a salesperson. However, after 12 months that the customer still
even no receive the replacement anymore for one year. This cause the customer felt very
disappoint to the Tupperware and switching to another brands of food container (Product
Review 2019).
On top of that, another one of the lifetime warranty case is about a customer of the
Tupperware had purchased the Tupperware salad bowl and use it only in the summer month.
It was accidentally dropped on the kitchen floor and it cracked. Then, the customer contacted
the agent of the Tupperware agent and the agent told to the customer about it was not
replaceable under warranty as it was impact damage. The customer was not told about the
weakness of this plastic material. As a result of poor quality product and customer service, so
the customer will not be buying their product anymore (Product Review 2019).
Management Decision Problem

Should Tupperware listen to customer complaint about their food containers and customer
feedback?
Marketing Research Problem
To determine the customer satisfaction towards Tupperware food containers.
Graphic Model
Product: Product H1
Quality
H2 CUSTOMER
Price: Price fairness SATISFACTION
H3
Promotion:
Promotional activities
H4
Place: Online Channel
Research question
What are the factors that influence customer satisfaction towards Tupperware food container?
Hypotheses
H1 (Product): There is a positive relationship between the feature preference factors and
customer satisfaction among users of Tupperware (Appendix 1).
H2 (Price): The store brand price has a positive influence on purchase intention (Appendix
2).
H3 (Promotion): The promotional of product presentation video produces a high

inconsistency between customer satisfaction (Appendix 3).
H4 (Place): A higher level of customer satisfaction is positively associated to the use of the
online channel for purchase (Appendix 4).
4Ps Questionnaires
Questionnaire:
This questionnaire is designed by Diploma in Marketing Year 2 Group 2 students for our
coursework in ABDT3074 Marketing Research. Kindly fill up the questionnaire. Thanks for
your cooperation.
1) Have you ever use Tupperware before?

o Yes
o No
2) Gender:
o Male
o Female
3) Race:
o Chinese
o Malay
o Indian
o Other:
4) Age:
o Below 18 years old
o 18 - 25 years old
o 26 - 35 years old
o 36 - 45 years old
o 46 - 55 years old
o 56 years old and above
5) Occupation:
o Student
o Self-Employed
o Unemployed
o Retired
6) Income:
o No income
o RM 1000 - RM1999
o RM 2000 - RM 2999
o RM 3000 - RM 4000
o RM 4000 and above
Product: Product Quality
7) Tupperware can serve a variety of my food container options.

1 2 3 4 5
Strongly Disagree ○ ○ ○ ○ ○ Strongly Agree
8) Size of Tupperware food container.

1 2 3 4 5
Strongly Satisfied ○ ○ ○ ○ ○ Strongly Dissatisfied
9) Raw Material quality and properties of Tupperware.

1 2 3 4 5
10) The physical characteristics of the Tupperware.

1 2 3 4 5
Price: Price Fairness
11) The price of Tupperware is reasonable.

1 2 3 4 5
12) The price of Tupperware is acceptable.

1 2 3 4 5
13) The price of Tupperware is fair.

1 2 3 4 5
14) The Tupperware was worth the money.

1 2 3 4 5
Promotion: Promotional Activities
15) Tupperware has frequent price discount.

1 2 3 4 5
16) Tupperware as often price-bundling.

1 2 3 4 5
Place: Access Proximity
17) Service of Online Store.

1 2 3 4 5
Strongly Unwilling ○ ○ ○ ○ ○ Strongly Willing
18) Service of Offline Store.

1 2 3 4 5
Strongly Unwilling ○ ○ ○ ○ ○ Strongly Willing
19) Online Purchase Intention (Consider purchasing a food container from website).
1 2
Long Term ○ ○ Short Term
Customer Satisfaction
20) I will put a good word of Tupperware.

1 2 3 4 5
21) I will put a bad word of Tupperware.

1 2 3 4 5
22) I will purchase for Tupperware again.

1 2 3 4 5
Firstly, our group members are using nominal scale on doing demographic questions such as
income, age and gender when doing the research on customers satisfaction of Tupperware’s
food containers. Nominal scale is a measurement which include numbers to identify and
classify things of Tupperware.
Moreover, we are using non-comparative scale which is every object in the stimulus set is

scaled independently of the others to do our research on customer satisfaction of
Tupperware’s food container. We are using likert that under itemized rating scales which
under non-comparative scale to allow individual to express how much they agree or disagree
with a particular statement by using our survey form which include some questions to ask
them about the Tupperware’s food containers in order to know their responses on the
customer satisfaction with Tupperware in an easier, efficient and effective way while
conducting this survey.
References
Tupperware 2019, ‘Our Story’, viewed 15 December 2019

<https://www.tupperware.co.za/social-responsibility/history-and-values>
Product Review 2019, ‘Tupperware’, viewed 15 December 2019

<https://www.productreview.com.au/listings/tupperware>
Appendixes
Appendix 1 : H1 (Product)
Source: <https://reader.elsevier.com/reader/sd/pii/S1441358211000462?
token=590BE0A37982FC6331428686A3AEC77627352517D3A8618CF61C4BC3AA9B2C
9EC106F992EE2FC6DDF2D0854DBDC7178F>
Appendix 2: H2 (Price)
Source: <https://www.sciencedirect.com/science/article/pii/S2444883417300025>
Appendix 3: H3 (Promotion)
Source: <https://www.sciencedirect.com/science/article/pii/S0736585317300187>
Appendix 4: H4 (Place)
Source:< https://pdf.sciencedirectassets.com/271670/1-s2.0-S0378720609X00030/1-s2.0-
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Tupperware MR

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What is the background of Tupperware?

What is the background of Tupperware?

What are the problems faced by Tupperware?

What are the problems faced by Tupperware?

Company Background

Problem of the company

Customer complaint onward Tupperware food container without lifetime warranty.

Management Decision Problem

Place: Online Channel

H3 (Promotion): The promotional of product presentation video produces a high

1) Have you ever use Tupperware before?

Product: Product Quality

7) Tupperware can serve a variety of my food container options.

8) Size of Tupperware food container.

9) Raw Material quality and properties of Tupperware.

10) The physical characteristics of the Tupperware.

11) The price of Tupperware is reasonable.

12) The price of Tupperware is acceptable.

13) The price of Tupperware is fair.

14) The Tupperware was worth the money.

Promotion: Promotional Activities

15) Tupperware has frequent price discount.

16) Tupperware as often price-bundling.

17) Service of Online Store.

18) Service of Offline Store.

20) I will put a good word of Tupperware.

21) I will put a bad word of Tupperware.

22) I will purchase for Tupperware again.

Moreover, we are using non-comparative scale which is every object in the stimulus set is

Tupperware 2019, ‘Our Story’, viewed 15 December 2019

Product Review 2019, ‘Tupperware’, viewed 15 December 2019

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