E8 Finalreport PDF

Introduction of Real Healthy Seeds by Dabur
Business Research Methods
Instructor: Prof. Anuj Kapoor
Submitted on March 14, 2022 by
Group E8
Aman Srivastava PGPGC202100407
Apoorva Prakash PGPGC202100413
Ashish Deopa PGPGC202100414
Goshan Yadav PGPGC202100426
Siddharth Nagpal PGPGC202100459
Smriti Kumari PGPGC202100461

Table of Content
Table of Contents
BACKGROUND ...................................................................................................................................................... 17
THE PRODUCT...................................................................................................................................................... 19
INDIAN SNACK MARKET ANALYSIS .............................................................................................................. 21
INDIAN HEALTHY SNACK MARKET .............................................................................................................. 24
MANAGEMENT DECISION PROBLEMS.......................................................................................................... 26
RESEARCH MATRIX ............................................................................................................................................ 27
RESEARCH DESIGN ............................................................................................................................................. 29
CONCLUSIVE RESEARCH ................................................................................................................................... 35
EXPLORATORY RESEARCH .............................................................................................................................. 47
QUALITATIVE RESEARCH ................................................................................................................................ 51
CUSTOMER INTERACTIONS ............................................................................................................................. 53
FOCUS GROUP DISCUSSION ............................................................................................................................. 59
FINAL EXPLORATORY RESEARCH FINDINGS ............................................................................................ 60
CONCLUSIVE RESEARCH ................................................................................................................................... 62
FINAL LIST OF ATTRIBUTES ........................................................................................................................... 72
FLOW OF THE SURVEY ...................................................................................................................................... 73
PRELIMINARY ANALYSIS .................................................................................................................................. 74
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FACTOR ANALYSIS .............................................................................................................................................. 93
REGRESSION ......................................................................................................................................................... 51
BRAND EXTENSION EVALUATION USING AAKER AND KELLER MODEL .......................................... 53
CONJOINT ANALYSIS .......................................................................................................................................... 59
FINAL CONCLUSIVE RESEARCH FINDINGS ................................................................................................. 60
ANSWERING RESEARCH QUESTIONS ........................................................................................................... 62
LEARNINGS FROM THE PROJECT .................................................................................................................. 72
DIARY ...................................................................................................................................................................... 73
EXHIBITS................................................................................................................................................................ 74
REFERENCES ......................................................................................................................................................... 93
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BACKGROUND
Under the aegis of its brand Real, Dabur is launching Real Health, which is providing healthy
snacking options to Indians. At present, they have launched Real Health Chia Seeds and Roasted
Pumpkin Seeds on the online marketplace.
Dabur India Ltd is one of the leading multinational companies in the FMCG sector, with a range
of 250 herbal/ayurvedic products. They are involved in important consumer product categories
such as Hair Care and Oral Care. Foods, Health Care, Skin Care, and Home Care Five flagship
brands with distinct brand identities are part of the company's FMCG portfolio. Dabur is the
leading brand in natural health care, Vatika is a high-end personal care brand, Hajmola is for
digestive, Fem for fairness bleaches and skin care products, and Real for fruit juices and beverages.
They have three business units: the consumer care division (CCD), international business division
(IBD), and consumer health division with healthcare, personal care, home care, and meals as their
four main products in the portfolios of the customer care division.
In the mid-1980s, Dr. S.K. Burman formulated ayurvedic medicine for Cholera, Constipation, and
Malaria and started selling it to the people of Kolkata on the bicycle. His formulated medicine
fetched the name Dabur originated from Da is for Doctor and Bur is for Burman. Later, he started
mass production of his medicine, which led to the incorporation of Dabur India Limited. Dabur
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India Ltd was founded on September 16, 1975, to produce high-quality edible and industrial guar
gum powder and its advanced derivatives. Hajmola pill, an Ayurvedic drug used as a digestive aid,
was introduced in 1978. They established Dabur Research Foundation in 1979. The corporation
was turned into a public limited company in 1986. Pharmaceutical medicines were first introduced
in 1988, with the introduction of Hajmola Candy in 1989. They introduced a new line of coconut
oil under the brand name 'Anmol' in 1992. They also created Dab 10, an intermediary for the anti-
cancer medication Taxol. In 1996, the company entered the foods business with the launch of Real
Fruit Juice, the first local brand of 100% pure natural fruit juices made to international standards.
Gradually, Dabur expanded into a variety of products.
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THE PRODUCT
A few years ago, the Indian food industry saw a new trend. Buyers suddenly realized that the
indigenous grains cultivated in India, such as millets and pulses, were healthier options. Since then,
these long-ignored millets have become well-known as "superfoods."
The same thing is now witnessed for seed consumption right now. Tamarind, sunflower, and
pumpkin seeds, among others, have long been consumed in Indian villages. Usually because of
scarcity and, often, because of its design. However, city dwellers are now including it in their
shopping baskets for health benefits. They've also earned the title of "superfoods" for the
foreseeable future. To capture this trending market, Dabur announced the launch of 'Real Health
Chia Seeds' and 'Real Health Pumpkin Seeds' into the Healthy Snacking industry, marking the
company's first foray into the category, and offers consumers a healthier supplement to their daily
diet. Customers benefit from the product's perfect blend of style and well-being. The launch of the
seeds beneath the portfolio was a truly pure development because it aligns with the product's
essential principle."
The product is available in Ziplock bags containing 250 grams. Individuals can consume
approximately 20-25 grams in a single intake. The Ziplock will ensure the freshness of the product.
Additionally, with people returning to work, it will be easier for them to keep it at their desks and
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consume it if they get hungry in the middle of their meal.
"The packaging's temporary solution was to enhance the seeds and make them appear more
appealing. At the same time, it must appear to be extremely high-end.
The healthy seeds category has been primarily disorganized. Dabur will compete with Del Monte,
which sells Chia and Sunflower seeds and several direct consumer and local brands, with its
introduction into the category. On the other hand, Dabur sees the broader snack market as a
competitor. Its goal is to eventually replace the many snack classes in the customer's life. While
this is the brand's first step into the healthy snacking category, it plans to go further in the future.
INDIAN SNACK MARKET ANALYSIS
In 2020, the Indian Snacks market was approximately valued at USD 5.57 billion and expected to
grow at a CAGR of 12 percent for the 2022-2027 period. Several factors have influenced such a
high industry growth rate and market growth, major ones including increasing disposable income,
the nuclearization of families, and the e-commerce industry driving increasing accessibility. The
Indian Snacks market can be divided into the following sectors:
1. Ethnic/Traditional snacks
2. Potato chips
3. Processed snacks
4. Nuts and Seeds
5. Popcorn
The COVID-19 pandemic provided a jolt to the flourishing Indian snacking industry. The
production, supply chain, and list mile distribution were severely hit during the period. Despite all
these headwinds, the industry is still expected to experience high double-digit growth in the
coming years.
The change in distribution channels has also affected the purchasing and consumption patterns of
the consumer. Online platforms and other increasingly short delivery services have increased
impulse buying, thus contributing to the demand for snacks. The retailers can provide incentives
such as discounts or subscriptions to further the expansion of the market.
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The distribution channels must be used strategically with adequate packaging to reach the desired
consumers. With the shift to online modes of purchase among the younger consumers, the impact
of packaging is seen more on the older consumers who prefer shopping at supermarkets and retail
stores.
Of late snack food industry has been experiencing some trends; major ones among them include:
The growing trend of Healthy living, Mindful Indulgence, and Back to Basics is well
complemented by an increased supply of healthier options in the market. Health-conscious
consumers are attracted to the snacks which claim to be organic, locally sourced, preservative-free,
and low on sugars, carbohydrates & sodium.
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INDIAN HEALTHY SNACK MARKET
Healthy snacking has been making slow inroads into the mainstream consumable market for more
than two decades. However, its pace has been too slow to cause any significant ripples. Snacking
has since time immemorial been a part of Indian food and way of life. Today, the Indian market
offers a range of healthy snacks, starting from locally sourced makhanas, mueslis, and seeds to
imported puffs, nutritional bars, and peanut butter.
The five key drivers driving the growth of Healthy Snacks are as follows:
The segment currently accounts for just 2% of the total snacking industry; however, in absolute
terms, this amounts to more than INR 80,000 cr. in sales. The industry is set to achieve double-
digit CAGR growth in coming years, with estimates of it becoming a one-Billion-rupee industry
by 2024. The biggest reason for such a slow growth of this category in recent years has been the
self-perpetuated belief of the sector that Taste and Health don't go hand in hand.
Rumors of the healthy snacking industry being the next big thing have been around for some time.
However, the industry has failed to get over its buzzwords and translate them into reality. Recent
surveys show that there has been a visible shift of Indian consumers in favor of Healthy snacks.
Pandemic-led lockdown and mainstreaming of Work from Home (WFH) culture have increased
consumers' consciousness concerning what they are putting in their bodies. This has led to high
fiber and micronutrient-rich products successfully making inroads into our lives and kitchens.
Moreover, there have been other factors that have led to this dietary shift
As per the Global Burden of Disease study, cardiovascular diseases account for 272 deaths per
100000 people in India, much more than the global average of 235. This spike is primarily led by
the ever-increasing consumption of fat-heavy food intake.
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Social Media and its influencers play a critical role in our decision-making in the 21st century. New
age celebrity tries worldwide have been producing content to push the 'stay fit 'bandwagon. Their
whole argument is driven by a change in dietary habits that will help you transform into a better
version of yourself to gain public attention. Additionally, they contend that such snacks will help
the consumer have a Guilt-free experience.
The spike on the demand side is well complemented by a meteoric rise in the supply of healthy
snacks. Of late, India has become the supply hub for healthy snacking for domestic and global
consumption. The surge is driven mainly by Small and Medium Enterprises, generally run through
a household kitchen.
Considering the Healthy snacking option, an urban phenomenon would be short-sighted. Suburban
and rural India has always consumed millets like Wheat Dhani, and Chana as a snacking option
between the meals has led to increased consciousness among the citizens
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MANAGEMENT DECISION PROBLEMS
As a part of this project, we have decided to evaluate the decision of Dabur to launch Real Healthy
Snacks, currently in two variants: Roasted Pumpkin Seeds and Chia Seeds. The three decision
problems that have been identified to aid the management in formulating the right strategy for the
brand are as follows:
1. Is Real Seeds a viable extension of the Real brand?

Several times, when brands try to enter new markets using extensions of their brand, customers’
response is lackluster. This is primarily because the customers cannot see the fit between the brand
and the new extension. Dabur’s Real brand is known for its quality range of fruit juices and other
drinks. For several years, they have been the face of fruit nutrition for Indian families. We will try
to understand whether the customers perceive the Real Healthy Seeds as an able extension of the
Real brand through our first decision problem. We shall be using the Aaker and Keller model to
test the extension on the following three factors: Complementarity, Substitutability, and Transfer
of Skill.
2. If yes, what should be the ideal target segment?

Segmentation and Targeting are crucial to marketing and selling a product, especially when
customer heterogeneity is only increasing due to their exposure to variety and prevalent trends.
Through our research, we want to understand the customer segment that is best suited to respond
positively to the Healthy Seeds of Real. By choosing the ideal target segment, Dabur will be better
equipped to make positioning decisions and formulate an apt marketing mix.
3. What would be the optimal marketing mix for the same?

If we analyze the current marketing mix of the products, it seems like the company has not made
many efforts in devising a proper marketing strategy for the launch. The marketing mix of Real
Healthy Seeds has been summarised in the table below. It shows that Dabur is using online retail
with bare minimum promotion to sell the product, relying on the self-explanatory benefits of the
Chia and Roasted Pumpkin seeds.
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Product
Price Place Promotions
Variant Attributes
Pumpkin Seeds Natural source of Rs. 380 for a Only available The company hasn’t
(Roasted state) Vitamins and 250-gram on leading e- invested in
Minerals, pack commerce promotions at all.
Antioxidants, platforms There are no ads on
Chia Seeds Omega 3, and Rs. 300 for a television or social
(Natural state) Dietary fiber 250-gram media platforms. No
pack brand ambassadors
The product comes have been roped in,
in a 250-gram and there is zero
pack with a content marketing.
sealing lock.
Therefore, a major objective of the marketing research will be to recommend changes to the
marketing mix for these products. We will assess the following:
A. How to position the product using the attributes that are favoured by consumers and the
positions taken by the incumbents in the healthy snacks market?
B. What would be the ideal pack size for the product?
C. Deciding whether any changes need to be made to the current pricing structure?
D. What newer distribution channels need to be targeted?
E. What kinds of promotions need to be undertaken for the product?
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RESEARCH MATRIX
Research Target Consumer Attributes Demand for Willingness

Questions segment/Potenti mindset affecting the healthy to pay
al customer towards current snacks
healthy snacks purchase
behavior
Information the need and understanding type of snacks the current Maximum
needs awareness of healthy being bought, demand of amount
about good snacking frequency and incumbents customers are
health among options and the mode of ready to give
the population need for them purchase, for healthy
amongst the money spent snacks in
potential general and
customers seeds in
particular
Data Secondary Primary data Secondary Secondary Survey
collection research survey, through survey data analysis data analysis through
observation involving involving questionnaire
research participant participant
observation, observation,
in-depth in-depth
interviews, interviews,
and FGs and FGs
Data Exploratory Content Content Content Quantitative
analysis research analysis, analysis, analysis, analysis
Quantitative Quantitative Quantitative
analysis analysis analysis
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RESEARCH DESIGN
The research methodology followed by us is divided into two phases. The initial phase will be the
Exploratory Research phase, which helped us to arrive at factors and variables to be used during
the Conclusive Research. Findings of Exploratory Research will be used to drive Conclusive
Research, which will be used to guide our answer to market viability questions and Marketing Mix
strategy.
A. EXPLORATORY RESEARCH
Exploratory Research will include two phases. The First will be gauging the market through
secondary research via literature review. Primary research will follow this via long interviews and
focus group discussions.
1. Literature Review
This exercise will aim to arrive at critical attributes driving the purchase and repurchase decisions
of consumers when it comes to the consumption of healthy snacks. This will be a study of
published sources of information.
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2. Qualitative Research
Long Interviews
We selected a sample population representing potential customers or target consumer groups. By
engaging in long conversations with the respondents, we looked for information about attributes
and factors that the customers look at while purchasing the next consumption unit of healthy
snacks. Since it was conversational, it also helped in gauging market interest in various aspects of
the marketing mix. This will help us in estimating the relative importance of the element.
Focus Group Discussions

Just like Long Interviews, Focus Group Discussions has been used to answer similar questions
related to factors and attributes affecting purchase decisions.
CONCLUSIVE RESEARCH
Conclusive Research will be driven by quantitative research based on the factors and attributes
identified in the exploratory research phase.
Data Collection
Primary data has been collected through surveys by dividing the population into
A) Cognizant Group
B) Incognizant Group
Awareness will be defined with respect to the healthy snacking alternatives present in the Indian
market.
Data Analysis Plan

After the data collection stage, the first step we performed was cleaning the data and removing the
outliers. Then we ran a factor analysis to reduce the dimensionality of the data. After this,
Regression Analysis has been used to figure out the independent variables/parameters that
significantly impact or influence the likelihood of purchase of the user. In the second part, we also
studied the consumer attitude towards the product as a Brand Extension using the model introduced
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by Aaker & Keller. We also used Cluster Analysis and Conjoint Analysis to know the importance
of various attributes and group factors respectively.
USE OF FINDINGS
The findings from the Conclusive Research will be used in arriving at conclusions with respect to
the viability of the product. Moreover, since we interacted with the consumer population through
three mediums of primary research and secondary research, we will be able to drive our marketing
mix based on the study's findings.
A) Key factors or attributes driving demand will drive the product formulation strategy.
B) Responses related to convenience, reach, and preferred shopping mode will drive the place
strategy.
C) Willingness to Pay and Competitive Analysis will drive the pricing strategy.
D) Insights pertaining to channels of awareness will drive the promotion strategy.
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EXPLORATORY RESEARCH
LITERATURE REVIEW (Secondary Analysis)

Over the last decade, there has been a significant shift in the snacking behavior of consumers.
The role of snacks has constantly been evolving for the consumers. The has been an increase in
the importance given to the impact of snacking and the control over the quantity and quality of
the snacks they are consuming. Consumers are also searching for snacks that would positively
impact emotional and physical health and replace meals for snacks.
Healthy snacks in Asia are evolving along with three major directions:
Mindful Snacks balance taste and nutritional

Indulgence content. This includes snacks that replace
their key ingredients with healthier
alternatives such as whole grains, more
nutritious vegetables, etc.
Back to Basics Going back to natural and less processed

food items using herbal options or by
cutting down on salt and sugar to offer
functional benefits of health and
satiation.
Functional Fuel This includes snacks where nutrients are

added which aren’t naturally occurring.
This increases the product's value in the
eyes of fitness enthusiasts who are
consuming healthy snacks to achieve
their health goals.
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The external environment has also impacted the snacking market and habits. With the increase in
the number of different channels and the various services provided by them, the products should
always be available to the customers. With the increase in awareness of issues such as
sustainability, consumers have shown preferences towards environmentally friendly brands and
have engaged in fair practices.
The increase in popularity and consumption of healthy snacks are due to the increase in
awareness about the importance of a healthy lifestyle and the deteriorating health of the
population.
QUALITATIVE RESEARCH
Personal Interviews
Objectives
1. To assess predominant behavior related to Snacks among the Indian population.
2. To identify the drivers for consuming snacks along with motivators and inhibitors.
3. To gauge awareness about healthy snacks and the attributes that consumers seek before
making a purchase.
4. To understand the willingness to pay for healthy snacks.
Activities
1. We took eight individual long-form interviews over phone calls, zoom calls, or in-person.
2. The individuals selected were broadly largely representative of the 20-35 age demographic.
After studying various market analysis reports, this group was targeted, which largely
featured this demographic as the major consumer of health-related products.
3. We tried to keep the interview flow conversational, largely refraining from asking leading
questions.
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4. We tried to talk about awareness, need, the importance of various attributes, and price
sensitivity regarding healthy snacks.
Findings
1. Most individuals were conscious about their unhealthy snacking habits even if they weren’t
actively acting to change them.
2. Almost everyone rated tas necessary important, but health benefits also became significant.
3. Most individuals weren’t very price-sensitive, but they were wary of extremely high prices.
4. Brand value emerged as an essential factor in making purchase decisions.
Insights
1. The individuals selected were all well-educated well versed with the lifestyle trends of the
current generation. Hence, they were aware about healthy eating choices.
2. As snacks consumed mainly on summed either as a mid-meal activity or as an
accompaniment to other fun activities ties, the taste takes the driving seat in making
purchase decisions. But the increasing adoption of healthy lifestyles also boosts the value
of health benefits.
3. The interview primarily ere mostly working professionals or students studying in premier
institutes. Hence their price sensitivity was low.
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4. The 20-35 age group is highly active on social media. As such, their interactions with
brands are very frequent. This makes the rand value of products an important attribute for
them.
CUSTOMER INTERACTIONS
Objectives
1. To assess the level of awareness among consumers of snacks at a supermarket regarding
healthy snack alternatives.
2. To assess the level of potential in the market based on need assessment based on the
interactions.
3. To assess the factors driving the consumption pattern of consumers with respect to
snacking alternatives.
4. To find the potential factors that might influence consumers to consume healthy snacking
alternatives.
5. To assess the importance of brand image and the level of brand awareness Dabur Real has.
6. To estimate the level of price consumers are willing to pay for the consumption of a given
product.
Activities
1. We planned to visit D-MART, Ahmedabad, 3 kilometres away from the IIM Ahmedabad
campus.
2. The intention behind the visit was to get answers to the questions behind the objectives
mentioned above.
3. We talked to 9 customers looking for snacks in the food section of the supermarket.
4. During the interactions, we talked about price factors and tried to get some information
about the demographic profile of the customers.
5. An important part of the visit was to ensure that we interacted with a diverse set of
customers.
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6. The interactions were supposed to help us determine some factors driving our conclusive
research.
Findings
Following factors were identified based on the interactions with customers:
● Promised Health Benefits
● Brand Perception
● Advertisements
● Packaging
● Price
● Taste
Other than the factors mentioned above, we found out the following as well:
1. The awareness among consumers for healthy snacking alternatives was quite high.
2. Age played a major factor as the reasons for consuming healthy snacks varied based on the
demographic profile of the customers.
3. Most of the Middle-aged individuals were the ones who shifted towards the healthy
snacking alternatives out of compulsion and family pressure.
4. Most of the young individuals were driven by the drive to remain fit by choice.
5. Habit of consuming one product also drove the sales of snacking alternatives.
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6. Time gaps between the meals were also responsible for driving sales of snacks according
to our interactions with customers at D-MART.
7. The importance of regional/local snacking alternatives was also highlighted.
Insights
1. We identified the factors which are listed above. We figured out that we can use all the
factors mentioned to frame questions for the survey and do factor analysis.
2. We understood that demographic factors matter a lot, and thus we added a few questions
for demographic profiling of the respondents as well.
3. We understood that the timing of snack consumption also needs to be studied due to
differences in reasons driving the consumption among the customers we interacted with.
4. An important inference that we drew based on the customer interactions was a potential
market for healthy snacks. The customers are often left without options and lack awareness
about brands that can provide them with healthy snacking alternatives.
5. The level of price sensitivity was very low, and the interactions reflected that the value
placed on health benefits was very high.
FOCUS GROUP DISCUSSION

Objectives
1. To determine the need for consuming snacks among the population.
2. To gain a better understanding of how people consume snacks.
3. To determine the various factors that contribute to the desire to consume snacks.
4. To determine the proportion of the population who are conscious about their health.
5. To assess the proportion of the population conscious about their health when eating food,
particularly snacks.
6. To determine awareness about the healthy snacking options available in the market.
7. To better understand the consumer's attitude towards the brand name "Dabur."
8. To determine how much consumers are willing to spend on snacks and how much
additional they are willing to pay for their health.
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Activities
1. We planned a group discussion with six people from the same economic status.
2. We informed them about the topic we would discuss and the objective of conducting it.
3. We started with the fundamental question about snacks consumption.
4. Everyone was provided with an equal opportunity to participate in the discussion.

5. This discussion went for about 30 minutes and helped us understand the group's need and
understanding of healthy snacks.
Findings
1. We found that most participants have habits of taking snacks during the evening time.
2. Everyone usually takes packaged products that are good in taste, although everyone said
they are health conscious. But two participants were different from the others. One has a
habit of consuming dry fruits as his snacking habits and time of consumption is also
different from others in the morning and evening.
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3. Another person does not have a habit of snack consumption as he is more conscious about
his health, and according to him, the best pattern of consuming food is to take it routinely
three times a day.
4. The most attributed factor for the consumption of snacks is taste. After that, participants
convey that they look for the availability of the snacks if they are easily available.
5. The response of one person was different among the group. He is more focused on the
content of the product, whether any coloring agent is present or not while consuming it,
and he stresses upon checking the product's expiry date.
6. Most participants were able to relate the "real" brand of Dabur with the healthy type of
product, and they were only aware of the juice of this brand.
Insights
1. All the participants were working professionals in their twenties and thirties. Everyone was
concerned about their health, although they were not as concerned about eating snacks.
2. Most people think of snacking as an enjoyable activity or a way to unwind after a long day
at work. This does not necessitate a thought process before consumption.
3. People want to eat nutritious foods and snacks in general, but they don't have many options.
4. Dry fruits are used by certain proactive people who are conscious when eating snacks to
prevent the adverse effects of packaged snacks.
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FINAL EXPLORATORY RESEARCH FINDINGS
Objectives
1. To assess the current market conditions prevalent in the Indian Snacks Industry
2. To gauge the level of awareness for healthy snacking alternatives present in the market and
the associated benefits
3. To gauge the level of potential demand for the launch of a new product by the Real brand
4. To identify the factors driving the current consumption of snacks by Indian consumers
5. To identify potential motivators and inhibitors for the consumers to move towards the
consumption of healthy snacks
6. To identify the attributes, consumers see before the purchase of a snacking alternative to
drive the conclusive research
7. To understand how much consumers are willing to spend on snacking alternatives
8. To understand how much consumers are willing to spend extra on healthy snacking
alternatives
9. To assess the importance of brand image and perception for driving potential consumption
of extension products
Activities
1. Literature review
2. Long Interview
3. Customer Interactions
4. Focus Group Discussion
Findings
Following factors were identified based on the interactions with customers:
● Promised Health Benefits
● Brand Perception
● Advertisements
● Packaging
● Price
● Taste
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● Organic Ingredients
● Nutrient Composition
● Shelf Life
Other than the factors mentioned above, we identified the following factors as well:
1. There was a high level of awareness among consumers with respect to the healthy snacking
alternatives, especially in the case of Supermarket respondents.
2. Another important factor was age, which affected prioritizing healthy snacks.
3. Habitual consumption was also driving the variance in the consumption pattern of snacks.
4. We also identified regional/local snacks as an important category, especially in the case of
offline sales through supermarkets.
5. We also identified a trend that consumers were conscious about their unhealthy snacking
habits despite reluctance/hesitation towards shifting to healthy snacking alternatives.
6. Brand Perception emerged as an essential factor driving the consumption of snacks,
especially in the case of online purchases.
7. The consumers actively consuming healthy snacks rated themselves very low on price
sensitivity.
Insights
1. Social media interactions with brands made brand perception an important factor, as
substantiated by the importance shown in online purchasing patterns of consumers.
2. The demographic profile of the respondents during our exploratory research greatly
affected the consumption pattern variance.
3. The level of price sensitivity was low, which was crucial for the product offered by Real.
Thus, there was an indication of a possible symmetric market condition, which can help
figure out the target market segment with the help of data analysis under the conclusive
research.
4. Based on our interactions, despite presence of multiple options available, a popular brand
famous is still desired by many consumers.
5. Habitual consumption patterns play a significant role in restricting the potential consumer
shift from traditional snacking alternatives to healthy alternatives.
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CONCLUSIVE RESEARCH
Survey Design and Implementation

A survey to collect primary information was designed, keeping the following factors in mind.
1. Planning the questions

The questionnaire was designed to extract as much information as possible, and we based our
questions on the methods of data analysis that we were going to use. Pre-planning the data analysis
helped us understand the kinds of data points we needed, and we accordingly aligned it with our
Research Questions.
2. Framing of the questions

The questions were simplistically worded with careful consideration given to the instructions. Each
extreme of the scale was labelled, for example, Least Likely to Highly Likely or Poor Quality to
Best Quality.
3. Order of the questions

The order of the questions was as follows:
a. Demographics b. Present consumer behaviour c. Introduction of the healthy concept
d. non-user behaviour towards Healthy Snacks e. Consumer behaviour towards
healthy snacks f. Evaluation of Real Healthy Seeds
4. Length of the survey

The total number of questions was 28. Although the number is slightly higher, the figure was
important to gain as much consumer-related information as possible.
The average time to fill our survey was 2.5 minutes which was satisfactory given the varied
information needs of our project.
5. No open-ended or leading questions.

We did not include any subjective or open-ended questions because those questions require more
thinking on the part of the respondent and cause cognitive fatigue. We also refrained from leading
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the respondent in any way towards healthy snacks. Nowhere did we allude to the fact that healthy
snacks are better than normal ones.
6. Aesthetics
We maintained bright white text on a black background so that the survey questions pop out and
the survey looks less drab and monotonous. We also played around with the survey's colour code
to reflect the official colours of brand Dabur.
7. Other hygiene factors

We chose Qualtrics as the platform for the survey owing to the varied templates and customization
options that it offered. Qualtrics also provided some direct data analysis insights. We refrained
from collecting email addresses so that the veil of anonymity helped respondents give honest
opinions. Most of the questions were made compulsory so that all the collected data was complete
and valid to be included in the data analysis.
FINAL LIST OF ATTRIBUTES
1. Taste - Taste is one of the most defining traits of any consumable item. It is the taste that lingers
in the tastebuds and helps form a vivid picture in the consumer's mind. The taste, very prominently,
defines whether a consumer is drawn back to an eatable or not.
2. Price - Price is a factor considered by most consumers while evaluating a purchase option.
Every consumer has a certain perceived value of a product in their mind. When there is a mismatch
between expectation and actual value, they are not satisfied with the quoted price and would steer
away from the product in the future.
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3. Health benefits - Different food items offer different health benefits. Some are simply low in
calorie content, while some are non-fried or low in cholesterol and fat. Some are made using whole
grains, which helps digestion, while others are simply made using vitamins and minerals laden
with fruits and vegetables.
4. Organic ingredients - Snacks made using organic ingredients fulfill the health requirements
and soothe the conscience of environment-friendly consumers who do not want to damage the
planet and believe in healthier ways of growing produce.
5. Nutrient composition - Consumers in the 21st century want to extract as much value as possible
from the food they eat. The search for nutrition is no longer limited to essential nutrients like
carbohydrates and proteins. The active presence of elements like antioxidants, fibers, Omega-3,
minerals, etc., amplifies their willingness to purchase a product.
6. Brand - Brands play a vital role in helping consumers move through the customer funnel and
get converted from prospects to customers. Customers extract emotional benefits from the brand
value they use to alleviate their social status. The bigger a brand, the bigger is its impact on a
customer’s mind and heart. Also, the brand acts as a solid differentiator when the product itself
has less scope of differentiation.
7. Advertisements - Advertising is a gamechanger in the field of FMCG. Lucrative advertisements

can make or break the sales of several products. Almost all kinds of consumers have an affinity
towards advertisements and differences in the medium of promotion.
8. Packaging - The outside packet matters as much as the contents are lying inside, and therefore
the packaging is a crucial element of any product. The packaging includes the quality of the
packing material, the size of the packet, and the durability and ease of storage.
9. Shelf life - Several people buy snacks on a weekly or monthly basis, and therefore the shelf life
of the snacks plays a vital role. Some snacks go stale as soon as the packet is opened and hence
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need to be consumed instantly, while others have a longer shelf life. Snacks with a longer shelf
would attract consumers whose purchase frequency is low and who want to savor the snack over
a longer period.
FLOW OF THE SURVEY
Part 1: Demographics
Questions 1-5
The first five questions were aimed at
collecting demographic information.
This information has been used to identify
different customer segments and their
potential to become customers. It also
helps us in understanding the mindsets of
different clusters of people.
Part 2: Present Customer Behaviour
Question 6
This question helps us understand the
frequency of snack purchases among
the customers. We have used qualitative
options to avoid a lot of thinking on the
respondents’ part.
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Question 7
This question helps us in understanding the kinds of snacks that the
Indian customers most favorably purchase. We have enabled the
multiple-choice option to get to know all the different kinds of snacks
being consumed. Options include western snacks like Chips, Cookies,
and Chocolates to Indian snacks like Namkeen mixtures and other
regional snacks.
Question 8-9
These two questions help understand
the consumption patterns and the
money spent on snacks by the
customers. They help cement the
existing trends related to snacks.
Question 10-11
Question 10 helps us understand the
most prominent retail channel being
used to purchase snacks among
General Trade, Modern Trade, and E-
commerce. Question 11 helps us
identify the most common medium of
awareness regarding snacks. Options range from print to digital
media along with word of mouth & influence-led advertising.
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Part 3: Introduction of the Healthy concept
Question 12
This question helps us understand the awareness of the consumer
about the importance of health. We have divided the options into the
highly conscious, casually concerned, and indifferent to understand
which kind of consumer would be willing to purchase our product.
Question 13
Question 13 asks the respondent to
rank the attributes (in order of
importance) that they see in a Healthy
Snack. This question serves to
understand what consumers
understand by the concept of
Healthy Snacks. This information has been used to perform a conjoint analysis to identify the
most common understanding of Health and how that can be used in our product positioning.
Question 14
This question helps us know whether the consumer has used any
Healthy Snacks before or not. According to the response, the survey
gets routed to the relevant questions. Non-users are asked questions
about the attributes that motivate them, while users are asked about
their current usage patterns and opinions.
Part 4: Non-User’s Willingness towards Healthy Snacks
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Question 15
This question appears when the
respondent chooses Not Aware or
Aware but not used options in the
previous question.
By ranking various attributes related
to Healthy Snacks, we identify
which factors are most significant in
converting a non-consumer into a
consumer. The scale used is
Ordinal. The data points have been used in factor analysis and ultimately regression to calculate
the likelihood of purchase.
The analysis of these data points shall help us choose factors that we need to focus on to increase
the saleability of the product and increase its appeal for the largest set of prospective consumers.
Part 5: Consumer Behaviour towards Healthy Snacks
Question 16
This question helps in understanding
the purchase frequency of Healthy
Snacks.
Question 17
As Dabur is introducing a new snack,
it is important to understand the
snacks that have already
successfully been integrated into
customers' lives. Options are given to
choose from multi-grain chips,
protein bars, nuts and seeds, oats and
muesli, and whole-grain cookies.
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Question 18-19
These questions help us understand
the medium of purchase and the
average amount shelled out for
healthy snacks.
Question 20
This question appears when the
respondent chooses the Aware and
used option in the previous
question.
By ranking various attributes
related to Healthy Snacks, we aim
to identify which factors are most
significant to customers of Healthy
Snacks. The scale used is Ordinal.
The data points have been used in factor analysis and ultimately regression to calculate the
likelihood of purchase.
Part 6: Evaluation of Real Healthy Seeds
Question 21
By rating the first impression of
Healthy Seeds, we wish to capture
the consumer perception towards
the quality of Real’s products.
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Question 22
This question helps provide the
dependent variable for our regression
model, the Likelihood of Purchase.
Question 23
Question 23 helps understand the
place which the brand Dabur
enjoys in the consumer’s mind.
Whether the brand is perceived as
poor or excellent again helps us check the viability of the brand extension.
Question 24
Question 24 is a pointed question
that directly asks respondents to
assess the fit of the Healthy Seeds
with the brand image that Real has
created for itself in their minds.
Question 25
Question 25 helps us understand
the value that a prospective
customer derives from a healthy
product. Instead of asking for a
direct quote of price, we asked them to mention how much premium they are ready to pay to enjoy
the benefits promised by Healthy snacks.
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Question 27
While formulating the marketing
mix for the Healthy snacks, one very
important attribute within the
Product is the packaging. In this
question, we have referred to other
popular snacks like Lays and Bhujia
to help understand the ideal packet
size that the consumers find most
suitable.
Question 28
The ultimate question simply serves
the purpose of letting us know the
customer’s experience with Real
Healthy Seeds and whether they are
willing to buy the product again if
they are not new to purchasing it.
PRELIMINARY ANALYSIS
Age
We have been able to get responses from a diverse set of respondents from the age parameter.
Key information related to data set from the point of view of age diversity:
1) Most of the respondents come from the 25-35 years of age bracket (37%).
2) Out of the mentioned five categories, we have been able to get a good number of responses
from almost all but below the 18 years of age category, which should not be an issue
considering less buying power of that age group.
3) It was important to get responses from diverse people as people of all ages consume snacks.
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As seen in the chart, most of the responses have been received from the age categories belonging
to potential buyers.
Gender
It was important to get responses from a diverse
set of consumers based on gender. We have
received a good number of responses from all the
groups.
Getting diverse responses from gender was
important because snacks are universally
consumed products. Thus, it became important to
analyze which attributes are preferred and the
level of awareness at a broader level, considering
the probability of skewness of the data due to the
dominance of one gender profile.
36
Cities
We tried to avoid the “Tier-1 City” or “Same
City Bias” during the data collection phase.
The following points need to be noted from
the perspective of cities:
1. Approximately 69% of the respondents to
our survey belonged to Tier-1 cities.
2. We will use Cluster Analysis to form our
marketing strategy from the point of view of
targeting a particular market segment.
3. Since snacks are consumed across the
country, it was important to create a data pool
of respondents from all categories of cities.
Income
Since healthy snacking alternatives are generally sold at a premium over and above the prices of
traditional snacking alternatives, it is important to consider the level of demand and awareness at
various income levels
We aimed at getting
responses from a diverse set
of individuals, and we will be
conducting a cluster analysis
on the same. With the help of
the diverse information, we
will look at attributes and
factors that individuals from
different income groups
prefer.
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Occupation
To understand how consumer behaviour and awareness vary according to the variance in
occupation, we tried to get responses from diverse respondents.
Following were the results of the data collection process:
1. Approximately 11% of the respondents had business as their occupation.

2. Approximately 4% of the respondents belonged to the homemaker category of occupation.
3. Approximately 3% of the respondents belonged to the retired category of occupation.

4. Approximately 53% of the respondents belonged to the service category of occupation.
5. The diverse set of respondents will help us analyse the awareness and consumption patterns
from varied occupational backgrounds.
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Purchasing Frequency
We will be using the frequency of purchase of snacks to assess the consumption pattern and the
level of consumption.
Following are the key highlights from the data collected:

1. A large chunk of our pool of respondents, i.e., approximately 54%, belonged to the
category of consumers who preferred to purchase snacks on a weekly basis.
2. Approximately 27% of the respondents belonged to respondents who preferred to purchase
snacks monthly.
3. Approximately 10% of the
respondents belonged to
respondents who preferred to
purchase snacks daily.
respondents belonged to
respondents who rarely
purchased snacks.
5. The diverse set of
respondents will help us
determine the ideal packet
size.
6. With the help of average
monthly expenditure and
consumption frequency pattern, we will develop a pricing strategy.
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Awareness
We divided the respondents into three groups:
● Those who were aware of healthy snacks and have also consumed the same
● Those who were aware of healthy snacks but never consumed healthy snacks
● Those who were not aware of healthy snacks, to begin with
The rationale behind the segmentation into the pool was to ask for information based on the
responses received.
We got the following results:

respondents were aware and
consumed healthy snacks.
respondents were aware but
never consumed healthy
snacks.
3. The rest of the respondents,
i.e., 35% of the respondents
were not aware of healthy
snacking alternatives.
4. This will help us get a diverse
set of perspectives because it
is important to increase market size and share to successfully launch the product.
5. Market size can be increased by targeting the latter two groups, which can be nudged into
starting the consumption of healthy snacking alternatives.
6. Market share can be increased by targeting the first group, i.e., the aware consumer pool.
7. The data received as per the divided pool will also help us develop specific strategies
keeping in mind the current level of exposure of a potential customer to the concept of
healthy snacks.
8. The data received also puts a positive light on the potential of the healthy snacks market as
65% of the respondents are already aware of the concept.
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Monthly Spend
We also collected data related to the level of monthly spending current consumers of snacks are
willing to make to get an insight into our pricing model and see potential roadblocks that we might
have to tackle due to price sensitivity and consumer resistance in the snacking market in India.
We got the following results:

respondents belonged to the
category, which had a monthly
spend of INR 500-1000.
respondents belonged to the
category which had a monthly
spend of less than INR 500.
respondents associated
themselves with a monthly
expenditure of INR 1000-1500
on an average basis.
4. Approximately 15% of the respondents belonged to the category which had a monthly
spend of more than INR 1500.
5. The division of the pool of respondents will help us identify the potential of the healthy
snacks market due to the high level of prices in the market compared to traditional snacking
alternatives.
6. The presence of 32% of the respondents in the “More than INR 1000 spending” bracket is
a positive signal for our product.
7. Since we have insight into the current level of spending consumers are doing currently, we
can use the insights to drive our pricing strategy.
8. We can use the average spending and the consumption pattern of our target segment to
figure out how much our target consumers will be willing to spend on our product offering.
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Promotional Channel
Promotion aims to inform, persuade, and remind customers about our product/service offering to
influence their decision-making. The survey tried to understand the significant channels
influencing respondents' buying behaviour.
Following is the summary of

the results we got through the
survey:
1. Television ads have the most
extensive influence on
customer behaviour. They play
a significant role in decision-
making for more than a quarter
(>26%) of respondents.
2. Another set of major
influencers is our Friends and
family. More than 20% of the
respondents believe that this group has a say in making purchases.
3. Indian society is based on trust and collectivism; even in the 21st century, we like to believe in
the recommendations made by other community members. Building on these lines, local Retailers
almost match the friends and family with a 20% stake as a promotion channel
4. Something that came up as a surprise during our analysis is the influence of social media. The
medium, which is often termed a pioneer of influencer marketing, lags when competing as a
promotion channel. It can influence 17% of the population as a promotion channel.
5. Newspaper & Print and E-commerce influence 8-9% of the customers each. However,
secondary data analysis suggests that both channels' growth trajectory is drastically opposite.
While print media is in the waning stage, e-commerce, on the other hand, is yet to achieve its full
potential.
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Distribution Channel (All Snacks)
To understand the mode of purchase of snacks of the customers, we identified the three
distribution channels as
1. Online Channels
2. Small Kirana or Grocery Stores, and
3. Supermarket Chains
It is essential to determine the channels most use by the customers, so that we could choose the
most prominent and visible channel which would help us maximize our sales.
The results of the survey were as

follows: -
respondents chose online channels as
their most frequent mode of purchase for
healthy snacks.
respondents chose small kiranas and
grocery stores as their most frequent
mode of purchase for healthy snacks.
respondents chose supermarkets as their
most frequent mode of purchase for
healthy snacks.
4. It can be observed that majority of the consumers purchase their snacks through small
kiranas and grocery stores.
5. Determining the most appropriate channel is of utmost importance for the products to be
successful as it would ensure that the products are available to our target market.
6. In the snacks market, we think it is important that the products are available across the
channels as they have a significant portion of the consumers.
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Distribution Channel (Healthy Snacks)
The results of the survey were as follows: -
1. Approximately 29% of the respondents chose online channels as their most frequent
mode of purchase for healthy snacks.
2. Approximately 38% of the respondents chose small kiranas and grocery stores as their
most frequent mode of purchase for healthy snacks.
3. Approximately 33% of the respondents chose supermarkets as their most frequent mode
of purchase for healthy snacks.
4. The online channel forms the smallest percentage in the channels used by the customer
while our product is currently only available through the online channel.
5. It can be observed that small kiranas and grocery stores are the most popular modes of
purchase or the healthy snacks at 38%.
6. We can introduce the Real Healthy Seeds in these stores to increase the availability for
the customers.
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Purchase Frequency (Healthy Snacks)
We have analysed data collected through survey and found following key points regarding
purchasing frequency of healthy snacks:
1. There are large proportion of people who prefer buying their healthy snacks monthly
along with their grocery shopping, and that proportion is approximately 41.23%.
2. There is a very less percentage of people who prefer buying healthy snacks daily, and
those are only approximately 6.18%.
3. People are more likely to purchase healthy snacks weekly; that is the second-highest
percentage of the survey data after monthly purchasing behaviour, and that percentage is
approximately 38.14%.
4. There are only 14.43% of people who purchase healthy snacks rarely.
5. This survey data shows that healthy snacks purchaser is more preferring to buy on a
monthly basis than normal snacks purchasers and the percentage for rarely purchasing
healthy snacks is higher than for normal snacks purchaser.
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Packet Size
When it comes to initiating trials, consistency of sales and deriving long-term value, the packet
size of the product plays a significant role. The survey attempts to understand how comfortable
respondents are with various packet sizes. To make the visualization process manageable, the
respondents were given an option to benchmark the size with respect to popular items like Lays
potato chips and Haldiram's Bhujia.
Following are some of the inferences that our group was able to derive from the responses:
• The results clearly align with the expectations as consumers prefer smaller packet sizes.
The product is somewhat new in the market, and consumers don't commit too much before
developing a taste for it.
• The most desirable packet

size is 100 grams, and more than
two-fifths of the respondents
would prefer having Real healthy
seeds in this packet size.
• There is close competition
between 50 grams and 200 grams
category as almost one-quarter of
respondents would like each
packet size.
• As the packet size increases,
customers become more and
more skeptical. 500 grams packet size got only 9% of positive response, while 1 and 3 kg
packs had less than 1% takers in each category.
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FACTOR ANALYSIS
Factor Analysis is a tool that helps condense the number of variables into a few significant factors
that eases analysis. Instead of using all the variables to analyse, factor analysis explains the
interrelationships among them using a smaller set of factors. It was crucial to understand which
factors had a significant impact on the likelihood of purchase of Healthy snacks in order for the
Management Decision Problems to be solved. The exploratory research had brought out nine major
attributes which drive the purchase decision. The respondents’ ranking of the nine snack related
attributes in Question 15 and Question 20 was the source for these data points.
We conducted a factor analysis on these nine variables over two data sets. One belonging to
consumers who had not tried Healthy Snacks before and the other to those had tried.
KMO Test
The Kaiser Meyer Olkin test was conducted to understand whether the factor analysis could be
effectively performed over the dataset or not. The test yielded the following two values:
For Healthy Snacks consumers 0.58010
For Non consumers 0.64691
Both values are above the threshold value of 0.5 which indicates that the data is suited for factor
analysis.
Non-Consumers of Healthy Snacks

We used factor analysis on the nine attributes and extracted the eigenvalues for all of them. The
final chosen factors were the ones which had an eigenvalue greater than 1. The three values
meeting this criterion were as follows:
2.45082628,
2.00234031,
1.01567748.
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The Scree plot, showing the eigenvalues, has been plotted below:
Scree Plot (Eigenvalues vs Factors) for Non-Healthy Consumers
D1 D2 D3
Taste -0.05485621 0.13935271 0.24201478
Price 0.2762707 0.10207443 0.03621248
Health 0.56695205 -0.019721 0.03087252
Organic 0.75096305 0.05947411 -0.0767806
Nutrients 0.88054342 -0.0855121 0.16130149
Brand 0.11735222 0.57500899 0.12651927
Ads -0.00329382 0.91477887 0.08949787
Packaging 0.00420141 0.55388827 0.49592302
Life 0.34437509 0.01245235 0.53080884
Factor Pattern after Varimax Rotation
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The labels given to the three factors are as follows:
Factor Variables
Effectiveness (D1) Price
Health benefits
Organic Ingredients
Nutrient composition
External Appeal (D2) Brand

Advertisements
Packaging
Taste (D3) Taste

Shelf Life
Once the factors were identified, we checked the association of the nine variables with them and
tried to slot them into one of the three factors.
Consumers of Healthy snacks

We used the same factor analysis on the nine attributes for healthy snack consumers and extracted
the eigenvalues. The final chosen factors were the ones which had an eigenvalue greater than or
equal to 1 as shown below:
2.59203842,
1.84981942,
1.24068726,
1.06488109
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The Scree plot, showing the eigenvalues, has been plotted here
Factor Pattern after Varimax Rotation
D1 D2 D3 D4
Taste 0.01678331 0.10032 0.2066 0.72439
Price 0.0610626 0.0153855 0.990004681 0.109157
Health - 0.8586055 0.059791136 -0.003848
0.108028957
Organic 0.3158901 0.472351 -0.095414 0.0864223
Nutrients 0.0523 0.727455 0.028973572 0.1158527
Brand 0.5756899 0.2531937 0.040327297 0.0838232
Ads 0.84373441 -0.0074331 0.161735591 -0.037107
Packaging 0.704599821 -0.1409599 -0.12540545 0.2925679
Life 0.3797235 0.088954493 -0.15852164 0.5070426
Once the factors were identified, we checked the association of the nine variables with them and
tried to slot them into one of the four factors.
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The labels given to the four factors were as follows:
Factor Variables
External Appeal (D1) Brand
Advertisements
Packaging
Benefits (D2) Health Benefits

Organic Ingredients
Nutrient composition
Price (D3) Price
Taste (D4) Taste

Shelf Life
REGRESSION
All Snacks
Regression Analysis was performed on the Non-Healthy Snack eating consumers to understand
the factors and each factors’ significance which would help consumers to step into the realm of
healthy snacks.
The dependent variable was Likelihood of Purchase whose data was collected from Question
22 of the survey. The independent variables were the factors identified in the previous stage.
They were effectiveness, taste, and external appeal
After cleaning, the final data points for this dataset were 139. The value of R squared, and adjusted
R squared came out to be 0.223 and 0.202 respectively. We could have derived a better value for
both if we had more data points.
51
The effectiveness factor comes out to be
significant. This demonstrates that
people who value health are more likely
to purchase Healthy Seeds as the factor
shows positive correlation with
willingness to buy.
External appeal which includes variables

like brand value and ads, also positively
influences the purchase decision.
Although taste is insignificant, it is
showing negative correlation with
likelihood of purchase which indicates
that people who prefer taste have low
inclination to purchase Healthy seeds
which is as per expectation.
Healthy Snacks
Regression Analysis was performed on the Healthy Snack eating consumers to understand the
factors and each factors’ significance in driving the purchase.
The dependent variable was Likelihood of Purchase whose data was collected from Question
22 of the survey. The independent variables were the factors identified in the previous stage.
They were effectiveness, taste and external appeal.
52
After cleaning, the data points
pertaining to healthy consumers were
90. The value of R squared and
Adjusted R squared came out to be
0.087 and 0.044 which is low because
of the availability of less data points.
The significance of the four factors

viz. External Appeal, Price, Taste and
Benefits is low because of less data
points. However, the relationship
between these factors and the
dependent variable of likelihood of
purchase can clearly be demonstrated.
For consumers who already have an

affinity for healthy snacks, price is not
a major driver. That is evident from
the negative correlation it holds with likelihood of purchase. Benefits has the biggest coefficient
and hence the highest contribution to driving sale of Healthy seeds. External appeal and taste are
other contributors.
BRAND EXTENSION EVALUATION USING AAKER AND KELLER

MODEL
The Aaker and Keller Model is a perception-based model that helps understand the consumers’
evaluation of any brand extension. The following factors influence the viability of an extension:
1. Quality of the Parent Brand
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Higher perception of the quality of the parent brand is going to drive the success of its brand
extensions. Brands which are not well-established or which do not resonate well with the
consumers are bound to draw a lot of scepticism when they launch new brand extensions.
2. Fit between the parent and the extension. The fit is a combination of the following factors:
a. Complementarity
b. Transferability
The fit is an explanation of whether the consumers think the extension will work within the parent
brand’s portfolio or not.
We have used the responses to Questions 21, 22 and 24 to understand how consumers perceive the
parent brand Real and what is their perception of the new Healthy Seeds from the Real portfolio.
We used the following attributes for evaluation of brand extension of Real into healthy seeds
(snacks) category:
1. Transferability: This refers to the extent to which a company (Real in this case) can use
its operational expertise in manufacturing and distribution to successfully launch the brand
extension.
2. Quality: This refers to the overall quality perception of the brand extension, which is Real
Healthy Seeds in this case.
3. Complementarity: This refers to the extent to which the parent brand (Real) and the brand
extension (Real Healthy Seeds) complement each other in terms of overall efficiency and
functionality.
4. Difficulty: This refers to the level of difficulty in manufacturing and designing the
extension product, which is Real Healthy Seeds in this case.
Using mathematical model,

We got following two attributes additionally:
1. Quality*Transferability
2. Quality*Complementarity
These two attributes are indicative of how the interactions between quality and transferability as
well as complementarity will relate to the success of the brand extension. The dependent variable
in this case is Likelihood of purchase. We got the following results after running the model:
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1. Transferability impacts the dependent variable, i.e., Attitude towards Extension in a
positive way. Both the variables are positively correlated.
2. Complementarity impacts the dependent variable, i.e., Attitude towards Extension in a
positive way as both the variables are positively correlated.
3. Difficulty of manufacturing and facilitating the extension is also positively correlated with
Attitude towards Extension, but the magnitude is much less than the other two variables.
4. From the perspective of combined variables, Quality*Transfer is positively correlated with
Attitude towards Extension and thus, the interaction between quality and transfer is
impacting the likelihood in a positive way.
5. Quality as well as interaction between quality and complementarity are negatively
correlated with Attitude towards Extension.
55
CLUSTER ANALYSIS
Cluster Analysis groups data points into different clusters based on their association with each
other. Clustering will help us identify our target segments and better position our product to suit
those who are more likely to buy.
To figure out the optimal number of clusters we use the Elbow Method.
Optimal Number of Clusters = 4
We get the elbow point at 4, which becomes the optimal number of clusters.
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The graph above shows the average value for different attributes of the healthy snacks and the
likelihood of purchase for each of the 4 segments.
Looking at the average likelihood of purchase, we see that cluster 1 has the highest average
likelihood of purchase followed by cluster 0 and 2. This shows that cluster 1 can be our target
segment.
Cluster Average Likelihood of Purchase
0 4.32
1 4.82
2 4.16
3 3.16
Among the attributes, it also has the highest value for health, which is consistent with the fact that
people who value health as an attribute are more likely to try out the seeds. For this segment, price
is also an important factor while purchasing while at the same time it is on the lower side for taste.
People, for whom taste matters, are less likely to try out these healthy seeds.
Cluster vs age
In the table below, we see that cluster 1 has maximum people belonging to the age group of 18-24
and age group 25-35, making it the target age group for Real Healthy Seeds. This is explained by
the fact that the younger generation is more aware and cognizant about its health and the snacks it
consumes while the older generation is more likely to stick to the traditional snacks despite the
availability of healthier options.
Row Labels 18 - 24 25 - 35 35 - 50 Above 50 Less than 18 Grand

Total
0 16 14 5 17 0 52
1 23 28 8 8 1 68
2 16 18 5 10 2 51
3 11 11 6 3 0 31
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Cluster vs salary
Cluster 1 also has the maximum people belonging to the 20+ lacs segment. Although it is also
the predominant segment in our data, it indicates that the healthy seeds appeal to the upper
economic segment.
Row Labels 0-5 lacs 20+ lacs 5-10 10-20 lacs Grand
lacs Total
0 4 21 15 6 46
1 8 29 18 13 68
2 6 22 11 16 55
3 4 13 9 5 31
Cluster vs City
The analysis of the clusters also reveals that people living in Tier-1/Metro and Tier-2 cities are
more likely to buy Dabur Real Healthy Seeds. This is as expected as people in these cities are more
aware about the health benefits and more likely to pay for these snacks in their busy lives. People
in Tier 3 cities and towns also have alternatives available to them in the form of local snacks that
are healthy, like foxnut.
Row Labels Tier 1 or Metro City Tier 2 City Tier 3 City Town Grand Total
0 19 13 0 8 32
1 32 21 1 12 54
2 19 12 0 8 31
3 10 11 0 1 21
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CONJOINT ANALYSIS
Conjoint Analysis is a research method that helps unravel consumers’ preferences and is
particularly useful in devising the marketing mix. The respondents choose among different
combinations to show their product choices and price points.
In our study, we have asked respondents to rank their perception of what makes a snack Healthy.
The question which serves this purpose is Question 13. Respondents must rank the following
attributes in order of their importance in a healthy snack: Non-fried; Rich in Protein; Made using
Organic Ingredients; High Nutritional composition; Low Calorie content.
Instead of providing the respondents with a predetermined order of attributes, we allow them to
rate the attributes of the Real Healthy Seeds to determine the ideal positioning of the product
formulation. The result is given below:
This shows us that for

37.8% the first attribute that
comes to mind for a healthy
snack is non-Fried which
is consistent with our
primary research.
Following this, the next
most important attribute in
the case of healthy snacks is
Low Calorie, High
Nutrition, Organic
Nutrients and Protein
Rich, in that order. This
shows us the most effective
positioning of the Real
Healthy Seeds for the target
segment.
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FINAL CONCLUSIVE RESEARCH FINDINGS
Objectives
The objective of the Data Analysis was to perform a Regression Analysis for the Real Healthy
Seeds and figure out the factors which affect the likelihood of purchase. This analysis was done
for two types of respondents - those who consume healthy snacks and those who may be aware
but do not consume healthy snacks.
Another objective was to study the feasibility of Healthy Seeds as a brand extension of Real. We
used the Aaker & Keller Model as studied in the course.
This was followed by Clustering to figure out the target segment and then Conjoint Analysis to
determine the ideal positioning of Real Healthy Seeds.
Activities
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Findings
1. From Regression Analysis on Healthy Consumers, we see that the factor Benefits, which
includes Health Benefits, Nutritional Content and Organic Ingredients, is significant and
positively correlated to the Likelihood to Purchase
2. From Regression Analysis on Non-Healthy Consumers, we see that the factor
Effectiveness, which includes Price, Health Benefits, Nutritional Content and Organic
Ingredients, is significant and positively correlated to the Likelihood to Purchase.
3. From the use of Aaker & Keller Model, to study the feasibility of Brand Extension we see
that the fit between the parent brand and the extension in terms of Complementarity has a
direct positive effect on the consumers' attitude towards the extension.
4. From clustering, we get a cluster we get a target segment that has a higher likelihood of
purchase.
5. From Conjoint Analysis, we get that the most important factor which makes a snack healthy
for consumers is non-Fried followed by Low Calorie Count and then Nutritional Content.
Insights
1. From the preliminary analysis, we see that the online channel is also dominant for healthy
snacks unlike traditional snacks where the share of healthy snacks was extremely low.
2. We see that the higher the preference for health benefits from snacks, the higher the
likelihood of purchasing the Real Healthy Seeds.
3. Real Healthy Seeds have a good product fit in Complement with the Real Brand of Dabur
as Real Brand is associated with healthy products like juices, hence, it is a viable brand
extension.
4. From cluster analysis, we see that the younger generation, which is more aware and health
conscious has a higher likelihood of purchase. The product also appeals more to those who
are well off and have a higher income preferably more than 10 lakh per annum.
5. Conjoint Analysis tells us that people associate healthy snacks mostly with the non-fried
characteristic. This is something that we observed in our customer interactions as well.
When asked about what comes to their mind when they hear the term “Healthy” for Snacks,
the immediate response was Non-Fried and Low-Calorie count.
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ANSWERING RESEARCH QUESTIONS
1. Who are the potential customers for our product?
Based on the analysis that we have conducted in two phases, i.e., exploratory, and conclusive
research, we got following as our target market segment:
1) Age group of 18 to 35 years.

● This aligns with the idea of higher health awareness and lifestyle change needs.
2) Tier 1 and 2 cities.
● The insight aligns with the idea that we will be going forward with a premium
pricing strategy.
● Tier 1 and Tier 2 cities also constitute higher health awareness.
3) Students and Professionals.
● Primary reason behind the same is higher health awareness among these two
groups.
● Students and professionals falling in the age group of 18 to 35 years are also driven
by a high lifestyle change motivation. Thus, if required, it will be easier to drive a
consumption habit changed.
4) People from financially well-to-do families.
● Alignment with premium pricing strategy is the primary reason for selecting this
target market segment.
● This target market segment can also drive bulk purchase from the perspective of
group buying at family level.
2. What is the demand for healthy snacks?
As more and more economies are developing, consumer lifestyles are changing, and the purchasing
power of the citizens are also increasing. Healthy snacks are largely being consumed globally as
small portions in between meals. They are widely consumed as they do not hamper digestion as
much and are also rich sources of nutrients directly affecting health and wellness of consumers.
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The most prominent ones, occupying the largest market share are Cereals and Granola Bars, Nuts
and Seed based snacks, dried fruits, and meat snacks. Healthy snacks market is mainly dominated
by cereal & granola bars, which accounted for 33.5% of the global revenue market share in 2016.
The strongest drivers for the growth of the healthy snacks market in India are growing spending
power, increased awareness about health and fast-paced lifestyles. Changing demographic factors
are also an important contributor. The increase in the youth population is improving the
demographic dividend of the ratio and ensuring that the healthy snacks finds a larger consumer
base to target.
The Healthy Snacks market in India was valued at USD 980 million in 2016 and is forecasted to
reach USD 1,657 million by 2025, growing at a CAGR of 6.1% over the ten years.
The largest contributor is going to be the Naturally Healthy snack items such as dry fruits and
healthy seeds as they are intrinsically laden with health benefits and also alleviate the fears of the
consumers regarding artificial additives or preservatives.
2016 2017 2018 2019 2020 2021 2022 2023 2024 2025
Revenue
(USD 980 1,031 1,087 1,147 1,214 1,286 1,366 1,454 1,550 1,657
millions)
The urban population largely comprises working professionals or business people who do not have
time to indulge in cooking for themselves. This lack of time has turned into an opportunity for the
manufacturers who have introduced several snacks including regional flavoured ones to boost their
sales. The cereals and granola bars market in India is expected to reach USD 595 million by 2025
at a CAGR of 7.2%.
The COVID induced Work from Home lifestyle has also introduced munching on snacks to many
new individuals. Lifestyle changes like this are bound to get ingrained into the lives of consumers
and will leave an indelible imprint. The Internet penetration to small towns and the last mile
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connectivity being utilised by e-commerce companies like Amazon has also ensured that the
willingness to eat healthy is no longer restricted to Tier 1 or metro cities.
3. What is the consumer mindset towards healthy snacks?
The consumer mindset towards healthy snacks is as follows:

1. The level of awareness about healthy snacking alternatives is higher than the market size
represents.
2. One of the key reasons behind the difference is habitual consumption that an average
consumer undertakes.
3. To gain market share and increase market size of the healthy snacks market, Real will have
to concentrate on a portion of the market that is willing and brands as well as consumption
habits.
4. Those who are aware of healthy snacking alternatives and are also willing to alter their
consumption habits rate health benefits very highly.
5. Brand image plays a major role in driving consumer mindset for a product in the healthy
snacks market.
6. Consumers in the healthy snacks market show very little price sensitivity. This can be very
useful in a post-penetration market strategy driven scenario.
7. On an average, consumers associate with a monetary premium of 42% for the health
benefits associated with the healthy snacking alternatives.
8. In conclusion, the consumer mindset is positive, and it is important to drive sales by
focusing on “habitual” consumers who might be looking for an active lifestyle but have a
lazy purchasing pattern. The stickiness displayed by the consumers in the snack market is
another positive sign for the Real brand.
4. What are the current purchase behaviours towards healthy snacks being exhibited by
the consumers?
Noticeable purchase behaviours being exhibited by the consumers towards Healthy Snacks are as
follows:
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1. The average amount spent over
Healthy Snacks over a period of one
month lies between INR 500 to 1,000
for almost 40% of the respondents who
have used Healthy Snacks. Almost
30% of the respondents spend less than
INR 500 for healthy snacks. This is
indicative of the growing trend
towards purchase of healthy snacks
among Indian consumers.
2. There is no clear affinity for any

distribution channel as the difference between General Retail, Modern Retail and e-Commerce is
marginal. Still, people prefer small grocery stores the most as they are nearest to most residential
areas and offer instant satiation. The trends towards e-commerce are largely being seen around
Tier 1 cities as they have recently started being serviced by instant grocery delivery services like
Blinkit.
3. The healthy snacks which are being

consumed the most by the population are Nuts
and Seeds with more than 30% respondents
choosing this option. This goes on to show the
easy acceptability of a naturally healthy
product. Closely following on its heels are
Oats and Muesli at 25% which happens to be
the choice of breakfast and evening snack for
several health-conscious individuals. Protein
bars, whole grain cookies and multi grain
chips are still relatively niche products and
thus are not represented very well in our
survey data as people mostly lack awareness about these.
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4. Purchasing snacks in India is still not considered to be a part of the daily routine of consumers.
Most settled individuals who go grocery shopping once or twice a month pick up most of their
snacks there and then. As for students or other individuals who do not visit retail stores for
shopping order snacks on a weekly or fortnightly basis. This is evident from the data that we
received. Approx. 80% of the respondents did either monthly or weekly shopping.
5. When it comes to attributes, most consumers value the pairing of taste with health benefits. Price
ceases to be a deciding factor as people who are health conscious are aware about the cost that is
associated with being healthy and fit. Therefore, they value health benefits, nutrition value more
and if they get these along with the added value of taste, it is the best deal for their need state.
5. How much are customers willing to pay for Real Seeds?
We asked a question which helped us in arriving at the following data:
1. Most respondents wanted to pay a 10-20% premium for additional health benefits.
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2. The average additional premium that customers wanted to pay was 42%.
3. Analysis of Monetary Premium is undertaken to get an insight for driving the initial
discount strategy that Real can use for market penetration.
4. The reason for not doing willingness to pay analysis for the overall product and doing
monetary premium analysis for discounted price for initial purchase was Real's premium
pricing strategy currently following.
5. Based on the insights we got from our Exploratory Research and Conclusive Research
(explained later), we are also willing to continue the premium pricing strategy.
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ANSWERING MDPS
1. Is Real Seeds a Viable Extension of the Real Brand?

As per our analysis, we believe that Real Healthy Seeds is a viable extension of the Real brand
because of the following reason:
1. Transferability and Likelihood of Purchase are positively correlated with each other. Thus,
we need to look at Real Healthy Seeds from the transferability of operational expertise in
manufacturing and distribution. Since we are looking at grocery stores as our primary target
for distribution based on the consumer insights with respect to snack purchasing pattern
received by us, Real Healthy Seeds goes in parallel with Real Fruit Juice and other products
by Real. From the perspective of manufacturing capability, Real already has expertise and
supplier relations to produce healthy products. Thus, Real’s brand extension into the
healthy snacks market depends well on the transferability parameter.
2. Quality perception of the parent brand and likelihood of purchase are also positively
correlated. Both Dabur at a broader level and Real in a narrower sense have a high-quality
perception. Thus, Real Healthy Seeds has a great potential in the healthy snacks market.
3. Complementarity and Likelihood of Purchase are positively correlated with each other.
From complementarity perspective, Real Healthy Seeds looks like a viable brand
extension. From the perspective of snacks, seeds and juice products can be consumed with
each other. Moreover, from the lifestyle perspective, both the products are associated with
a healthy and active lifestyle. Thus, the brand extension fairs well in complementarity.
4. Difficulty and Likelihood of Purchase are also positively correlated with each other. From
the perspective of difficulty, Real Healthy Seeds is a relatively new market and hence it
will be difficult to manufacture and market. This is substantiated by the importance of
change in habits and attitudes of consumers to drive sales.
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2. What should be the ideal target segment?
The ideal target segment has been identified after doing a cluster analysis.
Segmentation
Clusters were formed based on demographic factors such as Income Level, Occupation, Age
Bracket, and Place of Residence.
Targeting
The target segment that has been identified is that of Affluent Goal Seekers.
Their prime characteristics are as follows:
1. They belong to the affluent section of the society, as their family income is high.
2. They lie in the age bracket of 18-35 which makes them career focused individuals, either
pursuing their education or working professionally.
3. They primarily reside in Tier 1 or 2 cities, which are hubs of development and growth.
4. They are aware about the trends of the world and are hence inclined towards leading a
healthy and balanced lifestyle.
Positioning
The ideal strategy for positioning Real Healthy Seeds to target the Affluent Goal Seekers is as
follows:
A natural snack to suit your cravings and make you healthier from the reliable house of
Dabur.
3. What would be the optimal marketing mix for the brand?

The marketing mix recommended by us, which Dabur can employ for Real Healthy Seeds is as
follows:
1. Product
Attributes - The key attributes that they need to focus on continue to be Health Benefits and
Nutrient composition which largely determine the effectiveness of the product.
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Dabur should highlight the fact that this snack is 100% natural with no additives or
enhancements.
Packet - Dabur should roll out a 100-gram variant of the seeds in a similar sealable packet. A
smaller variant will drive more impulse purchases and will help consumers test the product and
not perceive a heavy toll on their pockets.
New variants - To cater to the needs of taste, Dabur can formulae new products wherein seeds are
mixed with an assortment of Indian spices so that a slight drop in health benefits can be
compensated by the added taste and individuals who are casually concerned about their health may
buy these for the perfect balance that they provide.
2. Price
From our analysis, we have concluded that consumers who have the potential to exhibit loyalty
can pay a premium price. For fitness enthusiasts, the benefits outweigh the costs associated with
it. Also, since our target market segment consists of individuals from well to do families or
individuals doing well professionally, a higher pricing is not an issue.
However, Dabur needs to build a reputation for being high on quality and trust. The Real brand
shall help in delivering this message. After that, we only need to ensure their loyalty by rolling out
offers to returning customers.
3. Place
General Trade - Grocery stores come out to be the most visited outlets for healthy snacks
shopping. However, we cannot yet venture into these outlets as the distribution costs to enter them
will be very high.
Modern Trade - As 1/3rd of consumers visit supermarkets; Dabur can try a phased approach and
start venturing into supermarket chains like Spencers and Big Bazaar in Tier 1 cities. People in
these cities like to explore the shelves before making purchases and Dabur needs to book attractive
places on the shelves to drive purchase.
Dabur should roll out the 100-gram variant first to create awareness and induce impulse purchases
for the modern trade. The bigger 250-gram variant can follow if the offline presence is deemed
successful.
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E-commerce - sales will largely drive Dabur’s sales of Healthy seeds on Amazon and other
platforms. Going into a D2C mode will not be profitable initially because the company would have
to incur higher costs. The best strategy online would be to ensure greater awareness about the
product to make repeat purchases.
4. Promotion
Advertisements - Advertisements continue to be the most effective forms of spreading awareness.
Dabur should employ a brand ambassador and create ads for TV and the Web.
Content Marketing - Dabur should create a separate Instagram page and focus on Pull Marketing
by writing posts related to benefits of seeds, their usage in other recipes like Chia Seed Pudding
etc. and by doing podcasts on Health and well-being.
Influencer Marketing - Getting influencers to try the product and make organic video posts about
their experience. The targeted influencers should either be related to the culinary world or the
fitness industry.
Offline - Dabur should do offline promotional events at Supermarkets such as Taste Tests and
Distribution of free samples to create awareness.
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LEARNINGS FROM THE PROJECT
This project was a great learning opportunity for all the group students. The key learnings were
as follows:
A. We learnt a lot about the entire process of designing a research study. By working on this
project, we learned about the process of formulation of strategy.
B. We learnt about the process of structuring the research study. We followed the route of
exploratory research and learnt about various methodologies like literature review for
secondary information and focus group discussions, customer interactions, and personal
interviews for primary information.
C. As a part of conclusive research, we learnt a lot about survey design and data analysis.
D. We learnt the importance of thinking from the perspective of survey respondents during
the survey design process.
E. Additionally, we also learnt about the entire process of designing the survey to get
relevant data points.
F. As a part of the survey design and roll-out process, we learned about practical application
of multiple concepts like usage of different scales.
G. During the data analysis process, we were able to look at practical application of multiple
models and concepts like regression, factor analysis, conjoint analysis, and clustering.
H. We also learnt about the Aaker and Keller model and its practical application.
I. One of the most important things that we learnt was managing a research project as a
group of six, with continuous coordination requirements.
J. Not only Business Research Methods, but we also got an opportunity to learn about the
practical application of Marketing Concepts too. Thinking from the perspective of Dabur
and formulating strategy using 4Ps Theory, Brand Extension Theory and Segmentation-
Targeting-Positioning Theory, we were able to learn a lot through this project.
K. Finally, we learnt about the healthy snacks industry in general, like the consumer
behaviour and gaps in the market.
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DIARY
Group members Task Performed
Aman Srivastava (PGPGC202100407) Preliminary Analysis
Research Design and Survey Design
Exploratory Research Analysis
Answering Research Questions and
Management Decision Problems
Apoorva Prakash (PGPGC202100413) Customer Interaction
Market Analysis
Personal Interviews
Exploratory Research Analysis
Ashish Deopa (PGPGC202100414) Customer Interaction and Personal Interviews
Survey Design
Literature Review
Answering Research Questions and MDPs
Goshan Yadav (PGPGC202100426) Customer interaction including personal
interviews and FGDs
Survey design and training on Qualtrics
Data interpretation and Visualization
Preliminary analysis of respondent data
Proof-reading, Designing and Formatting
Siddharth Nagpal (PGPGC202100459) Survey Design
Data Analysis in Python (Jupyter Notebook)
Collecting Insights from Data Analysis
Smriti Kumari (PGPGC202100461) Customer Interactions
Preliminary Analysis
Conducting FGDs
Analysing the Background and The product
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EXHIBITS
Focus Group Discussion Transcript
Q. 1. What kind of a snacker are you, what time of the day do you eat snacks and what all
do you eat?
Aman – Mostly, I take snacks late night after work not even during day. I am regular snacker.
Every day, I used to take snacks. Usually, kind of snacks which I take is aloo bhujiya, chips,
anything.
Rahul I love to eat snacks. I think everyone take snacks. I take usually in the evening or late night,
in between meals also I take sometimes and snacks I love to eat is biscuits, lays, Kurkure.
Shaaquib I eat mostly fruits (dry fruits) and generally take in the morning. It could almonds, raisin.
Yash – I do not prefer to take snacks. I do not eat snacks like Kurkure, chips because these are not
good for health.
Neetu – Usually, I take between 4pm – 7pm because I usually feel very hungry after eating main
food. I feel like eating like diet mixture something light because I used to exercise after that.
Amrit – I usually take snacks during evening hour maybe at 5pm/6pm. I take Aloo bhujiya type
snacks and chocolates cream biscuits.
Shiwani – So…. I am a heavy snacks consumer, and it is not time bounded whenever I feel like
hungry, or I am in bad mood, or I must do time pass or anything I just consume any kind of snacks.
It consists of packaged material, dry fruits, fruits, or anything.
Q2. Are you conscious about your health? Do you think about your health before taking
snacks?
Aman – I am a bit conscious not like regularly checking my diet and all but little bit I used to take
care like not to eat that much if I am gaining weight. I am regular health checker not like following
dietician for diet. I do not think much before taking snacks specifically. It comes conventionally
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like from childhood whatever I have been eating, I am continuing that only. I do not even check
what are the ingredient are. I just eat it.
Shaaquib – Little bit health concern, I have already said that mostly, I eat in the morning and
mostly it is the dry fruits.
Rahul – Now a days, I have become more conscious because I have contracted with fatty lever. I
have started eating very less.
Yash – I don’t take snacks, but I can eat ice cream anytime.
Neetu – I am little health conscious. First, I think ki how many calories I am taking, so I once see
the label, and I will try to avoid and if I am in bad mood then only, I will go for snacks.
Amrit – Yes, I am conscious about health in terms of quantity, I am taking. For example,, I will
only biscuits or one packet of chips. Consciousness comes in terms of amount I am taking.
Shiwani – Yes, I am health and food conscious for heavy diets but not for snack items. It is okay
for me to eat unhealthy snacks because they are in the snacks category, and I am taking them as
snacks.
Q3. How often do you buy and predominantly, which mode of buying?
Aman - I buy everyday like whenever I feel like eating, I will buy in the evening mostly through
retail shops.
Rahul – I like to pile up things, so I buy weekly. I buy on weekends and keep on for weekdays.
Shaaquib – I usually buy weekly that is enough. I mostly buy it from local shops located nearby
my house.
Neetu – I prefer to buy my groceries once in fifteen days. I mean whatever I think I will consume
in the next fifteen days like 5-6 packets at a time. I generally order it online because it provides
facility to compare the things along with different category weight and facilitate to go through the
review of the product.
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Amrit – I keep small stocks of the snacks from nearby local market, grocery stores, hypermarkets.
Shiwani – I buy snacks frequently like twice or thrice a week from nearby supermarkets or grocery
stores.
Q4. Have you heard of Real brand from Dabur? What are some things that come to your
mind for Real?
Aman - I have not heard about the real seeds, but I know real has a wide range of products
available. I heard real juices and all but seeds I am hearing first time.
Shaaquib – I have also heard about the real juice. We use this for fasting in time of Ramadan. My
family buy juice which is generally real juice. Therefore, I heard from that time.
Neetu – I have not heard about the seeds but about the real juices brand.
Amrit – I know only about the real juices not about the seeds.
Yash – Never heard before.
Shiwani – I have not.
Q what comes into mind when you heard about the Dabur brand?
Aman – Chyawanprash
Shiwani – Authentic, Trustworthy
Rahul – Traditional
Neetu – Something related to immunity booster, Dabur Chyawanprash, Dabur Hajmola
Shaaquib – Dabur Toothpaste
Amrit – Honey and Chyawanprash
Yash – Dabur Glucon-D
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Q5. Dabur wants to launch a new product, Healthy Seeds under Real. Would you be willing
to try it? What would be some factors that you would look at before trying this? Ideal pack
size (give example of Bhujia and Lays). Ideal price premium on your current consumed
snacks? (Example, 50-gram Lays is 20 Rs, 200% premium would mean 60 Rs for 50 grams
of Healthy seeds)
Aman – Affordability and I would be willing to pay in between Rs20 -Rs30.
Yash – Don’t want to pay for seeds because taste is torturing why anyone would want to buy seeds.
Rahul – I think it should be affordable as well as it should be in small quantity that is 50 grams. I
think I would be willing to pay about 10 %. Since we are considering this as snacks, and I would
not want to pay more for snacks. This could be considered for consuming in the morning as this is
healthy but cannot be consumed in large amount.
Neetu – I am okay if it is coming in small packet and of INR 50 and it would be great if health
benefits are written on that package that if you consume this food, you will get these health benefits
with this. We are not aware of how the seeds benefit us and how we would want to consume it.
Shaaquib – If it is coming in the package of 50 – 100 grams then I would be willing to pay around
INR 50-100.
Amrit – If I like the taste of the seeds available, I would be willing to pay any premium and balance
the side effects of other snacks available in the market. The amount I would consume will be less
compared to the number of other snacks I used to take as lays chips and biscuits.
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Personal interview 1
Question 1: Can you please share your profession, age, and gender details with us?
Software Developer at Microsoft, Age 25, Male
Question 2: What comes to your mind when you hear the word “Healthy Snacks”?
Something that is high on health benefits and does not cause the feeling of bloating
Question 3: How often do you buy snacks?

I mostly buy snacks online on a fortnightly basis.
Question 4: What are driving your snack consumption patternattern of snacks?

As I frequently visit the gym, I avoid buying unhealthy snacks like Chips and Biscuits. I mostly
buy Protein Bars or Peanut Butter and Dry fruits for munching.
Question 5: From where do you get to know about new products in the market?
I mostly decide my purchase preferences based on things I see on my social media timeline or
through recommendations made by friends.
Question 6: What is your preferred channel for purchase of snacks?

Since I do not get time to visit the offline stores, I order snacks online through Amazon.
Question 7: Have you ever consumed Healthy snacks?

Yes, I have consumed healthy snacks.
Question 8: On a scale of 1 to 5, how do you rate Dabur Real in quality perception?

I would rate it 4 on 5 based on the Real Fruit Juice I have consumed.
Thank you for your time.
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Personal Interview 2
Q. 1. What kind of a snacker are you, what time of the day do you eat snacks?
So… mostly somewhere around mid-day, one time - after breakfast or an hour after breakfast or
so… and another time would be somewhere around 5 pm when I am just working, and I want food
and all or something to munch on.
Q2. what all do you prefer to eat?

Something that is easily accessible. I prefer to take fruits or something that I would enjoy but while
snacking we are generally too hungry or that period, we don’t have much time to go and prepare
something or cut some fruits. So, I go for ready-made or packed food like fried chips probably or
dry fruits. All those packed kind of snacks.
Q3. How often do you buy, and predominantly, which mode of buying?
Mostly, it’s like when I am buying grocery, so I just go to the section where I can find snacks and
pick bunch of things from there or probably if I am in office cafeteria, there are sections for
munching or snacks packaged things. During the snacks time, I don’t have much time so generally
I go and grab whatever packets I want like banana chips or something like that and then I take it
to my desk and eat there. So predominantly I can say that when I buy groceries, I buy things to
munch on it or refill my snacks bucket.
Q4. What is the frequency of buying?

It’s mostly once in a week or sometimes once in two weeks probably.
Q3. Are you conscious about your health?

Yes, and that’s where snacking comes majorly. I feel that you can consume healthy things too and
still enjoy it. So, I have shifted from the traditional way of snacking (munching unhealthy things
like chips and stuff we used to have) to something like roasted makhanas. So, those can have some
proteins and can be good for munching. So, I am trying out those things that are tasty and healthy.
I am shifting towards it.
Q4. what kind of snacks do you consider it as healthy one?
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There are few something that is probably prepared with daal, there are some snacks that are roasted
or baked instead of fried those things. There are chips coming in baffles form and like I said roasted
makhana. I tried to avoid something that is fried and packaged things also because they add a lot
of preservatives and those can be added into unhealthy things but its really difficult to avoid
packaged snacks. I would prefer to have a fruit ball which I get once a while when I get extra time
to prepare. But we don’t have that much time.
Q5. Have you heard about the real brand from Dabur?
No, not really, I have heard about Dabur Honey but I am not sure if it comes under real brand or
not.
Q6. You have not heard about real juice?

Yes….. I have heard but was not aware that is associated with Dabur and comes under Dabur.
Q7. What are the things that comes to your mind for real brand?
There are two things, I am really into juices, I really like healthy snacks that I have already told
that I try to avoid packaged food because I am bit concerned about added preservatives and
naturality, how natural the taste is, tough its written that 90% natural but still there is some
questions how packaged things stored for so long but yes its real go to. I always tried keeping real
juice in my fridge for whenever I feeling like low on sugar then I feel like it have so much added
sugar.
Q8. Dabur wants to launch a new product, Healthy Seeds under Real. Would you be willing
to try it?
Yes, I seem interesting because seeds and superfoods are really trending also right now, we are
getting to know a lot about it like benefits and anti-oxidant property that hold. Definitely, I will
check and there that not effect much having preservative and all because anyway, we will get seeds
packaged only. That’s an interesting opportunity.
Q9. What are the factors you would see before trying this?
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Price value will definitely be there if it affordable or not. How often I can have it then comes like
how preservative free it is. If it can be tasty, it will be plus point, some chat masala or something
is added. Packaging comes secondary though there are few things that comes will be very helpful,
if we have benefits listed out that’s really helpful. One company used have exactly what works on
and how many people gets benefits from it. I believe that today’s generation are very information
driven. They just don’t want picture to be there, they want some information to be there. Exactly,
what you are claiming, how you are going to achieve it. Something that can give support the claim
which can give trust the brand and they can buy it.
Q11. Ideal pack size (give example of Bhujia and Lays)

Probably, for the first something that is small, just to try it to check with my taste buds.
Q12. The ideal price premium on your current consumed snacks? (Example, 50-gram Lays
is 20 Rs, 200% premium would mean 60 Rs for 50 grams of Healthy seeds)
Rs 10 package of chips. Later I can try Rs 50 package size. Dabur is brand of trust therefore; I
can go for 50% more than what I am paying for my regular snacks.
81
Question 1: Can you please share your profession, age, and gender details with us?
Yeah, sure! I am a 25-year-old female research analyst.
Question 2: What comes to your mind when you hear the word “Healthy Snacks”?
Additional health benefits and an inherent inconsistency comes to my mind. Despite knowing
about healthy snacks in the market, the words health and snacks don’t sit well together for me.
Next thing, I think about the potential drawbacks of the product since it offers benefits of snacks
and healthy products at the same time.
Question 3: How often do you buy snacks?

Almost daily ever since the pandemic has started.
Question 4: What are the key factors driving your snack consumption pattern?
I believe taste and price are the two most important factors.
Question 5: From where do you get to know about new products in the market?
Instagram advertisements and supermarkets primarily. Word of mouth from family and friends
also helps.
Question 6: What is your preferred channel for purchase of snacks?

E-Commerce websites.
Question 7: Have you ever consumed Healthy snacks?

If you consider Fox Nuts as Healthy Snacks, I have consumed Healthy Snacks. But the
consumption is quite rare.
Question 8: On a scale of 1 to 5, how do you rate Dabur Real in quality perception?

I will rate it 5 on 5!
82
1. What kind of a snacker are you, what time of the day do you eat snacks, and what all
do you eat?
I eat snacks daily. Stress makes me eat many more snacks and fast food than I should. I am most
likely eaten snacks either in the evening or late at night. My usual snacks include Maggi, Bhujia,
and occasional Mexican puff at Tea Post.
2. How often do you buy, and predominantly, which mode of buying?
Most of the snacks are purchased at the time of consumption only. Therefore, I must buy them
daily. However, I hold some backup stock for snacks like Maggi for rainy days. I usually prefer
offline medium for such purchases as it allows me to buy in small quantities and avoid delivery
charges.
3. How health conscious is you?
Not much, but I don’t want to deteriorate my health further
4. What, according to you, is a healthy snack?
A healthy snack is something that helps satisfy the food craving while being nutritious and
digestible for the body
5. Have you tried any healthy snacks? If yes, which ones? If not, have you heard of any?
Yes, I have tried some healthy cookies but didn’t like the taste of that.
6. For those who say yes, what are the most important factors that you look for in a
healthy snack.
For me, a snack should taste good; otherwise, I am not going to adopt it in the long run
7. Have you heard of the Real brand from Dabur?
Yes, I have drunk their juices quite a lot of times.
83
8. What are some things that come to your mind for Real?
Sugar, artificial color, preservatives, tetra pack.
9. Dabur wants to launch a new product, Healthy Seeds under Real. Would you be willing
to try it?
I am a bit skeptical; seeds do not excite me as a snack
10. What would be some factors that you would look at before trying this?
Taste, quality, texture, brand name
11. Ideal pack size (give example of Bhujia and Lays)
As a trial option, they should provide a small packet, like Haldiram’s Rs. 10 packet Bhujia
packet.
12. The ideal price premium on your current consumed snacks? (Example, 50-gram Lays is
20 Rs, 200% premium would mean 60 Rs for 50 grams of Healthy seeds)
100% premium over Bhujia packet
84
Personal interview 5
1. What kind of a snacker are you, what time of the day do you eat snacks and what all do
you eat?
I mostly eat snacks at night daily. It is usually either chips or biscuits.
2. How often do you buy and predominantly, which mode of buying?
I buy my snacks weekly as I consume them regularly and order them online through big basket
or amazon.
3. How health conscious are you?
I was not health conscious initially but now I am looking for healthy alternatives, but haven t
been able to find anything that suits my palettes and health needs.
4. What according to you is a healthy snack?
According to me, snacks with minimal sugar, glutton free, low on salt, no fibrous, unsaturated
fat, and no trans-fat would be healthy.
5. Have you tried any healthy snacks?
Yes, I have tried a few healthy snacks.
6. If yes which ones? If no, have you heard of any?
Pumpkin seeds, chia seeds, air fried namkeen and chips, but I did not like any of them enough to
continue buying them.
7. For those who say yes, what are the most important factors that you look for in a healthy
snack.
The most important factor that I look for is taste and after that whether there are polysaturated
fats and that there are no saturated fats in the snacks,
8. Have you heard of Real brand from Dabur?
Yes
Their juice, the advertisements, and their tetra pack orange juice are the first things that come to
mind.
to try it?
85
Yes
Customer review, price is never a consideration unless it is too much. The prices of Real brand
are okay now. Taste and health benefits are also important factors.
100-200 gm to make a mixture
13. Ideal price premium on your current consumed snacks? (Example, 50-gram Lays is 20
Rs, 200% premium would mean 60 Rs for 50 grams of Healthy seeds)
100-150 %
14. Any other comments
I tried Real Seeds and did not like them. I know they cannot be as tasty as normal snacks, but
they were too dry and takes effort to eat. It’s also difficult to find in retail stores.
86
1. What kind of a snacker are you, what time of the day do you eat snacks and what all do
you eat?
I eat snacks at all times of the day, there is not fixed time.
2. How often do you buy and predominantly, which mode of buying?
I buy them very regularly and most of the time it is purchased online.
Not health conscious at all.
4. What according to you is a healthy snack?
I think healthy snacks would be high on nutritional value, low fats, and carbohydrates
5. Have you tried any healthy snacks?
No, I haven’t tried any healthy snacks yet.
6. If yes which ones? If no, have you heard of any?
No, I have not heard of them either.
7. Which factors would help you switch?
I think price is one of the most important factors.
8. Have you heard of Real brand from Dabur?
Yes
Fruit juices from Real Brand.
to try it?
Yes
Price and Quality would be the main components I would look for while buying.
87
200-300 gm
13. Ideal price premium on your current consumed snacks? (Example, 50-gram Lays is 20
Rs, 200% premium would mean 60 Rs for 50 grams of Healthy seeds)
100%
88
do you eat?
I eat snacks daily. Stress makes me eat many more snacks and fast food than I should. I am most
likely eaten snacks either in the evening or late at night. My usual snacks include Maggi, Bhujia,
and occasional Mexican puff at Tea Post.
Most of the snacks are purchased at the time of consumption only. Therefore, I must buy them
daily. However, I hold some backup stock for snacks like Maggi for rainy days. I usually prefer
offline medium for such purchases as it allows me to buy in small quantities and avoid delivery
charges.
Not much, but I don’t want to deteriorate my health further
A healthy snack is something that helps satisfy the food craving while being nutritious and
digestible for the body
Yes, I have tried some healthy cookies but didn’t like the taste of that.
healthy snack.
For me, a snack should taste good; otherwise, I am not going to adopt it in the long run
Yes, I have drunk their juices quite a lot of times.
Sugar, artificial color, preservatives, tetra pack.
to try it?
I am a bit skeptical; seeds do not excite me as a snack
89
Taste, quality, texture, brand name
As a trial option, they should provide a small packet, like Haldiram’s Rs. 10 packet Bhujia
packet.
100% premium over Bhujia packet
90
do you eat?
I don’t eat many snacks; I only sometimes take snacks and tea.
I buy snacks in bulk. I have two children at my home who need to eat something at odd times of
the day. My usual buying mode is modern retail. I go on such trips once in a month or so.
I am health-conscious with respect to what kind of snacks my family eats.
A healthy snack should complement my family’s diet and make up for any micro-nutrient
requirement left in usual food
Not much, but only a couple of times. I have tried some makhanas and some fiber-based biscuits.
healthy snack.
Micronutrient and taste
Yes
Heath, taste, family gathering
to try it?
Yes
Nutrients, price, taste
91
Something like Rs. 10 Kurkure
150%
92
REFERENCES
1. Healthy Snacks Market. (2018). Grand View Research.
2. The Third Annual State of Snacking. (n.d.). Mondelez International, The Harris Poll,
NextAtlas.
2021_MDLZ_stateofsnacking_report_GLOBAL_EN.pdf (mondelezinternational.com)
3. Healthy snacks market size, share & growth | Industry report, 2021.
(n.d.). https://www.polarismarketresearch.com/industry-analysis/healthy-snacks-market
4. Healthy snack market size, share, industry demand, global analysis, 2027 | MRFR.
(n.d.). https://www.marketresearchfuture.com/reports/healthy-snack-market-1729
5. Market Data Forecast ltd. (2021). Healthy snacks market growth, size, share, trends and
forecast to 2026. https://www.marketdataforecast.com/market-reports/healthy-snacks-
market
6. A. (2021, 21 december). Dabur added ‘Real’ seeds for wholesome snacking. Socially
Indian. Geraadpleegd op 14 maart 2022, van https://sociallyindian.com/dabur-added-real-
seeds-for-wholesome-snacking/
7. One of the Top Ayurvedic Companies in India | Dabur. (2012). Dabur. Geraadpleegd op
14 maart 2022, van https://www.dabur.com/amp/in/en-us/about
8. https://drive.google.com/drive/u/1/folders/1inACg1ZYZeD96W0trHggxUwvSYHoWKR
V Recording of Personal Interview
9. https://drive.google.com/drive/u/1/folders/1VywFvqt22tG8mygU9HrcdeUvT6MScM_N
Recording of FGD
93

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Introduction of Real Healthy Seeds by Dabur

Business Research Methods

Instructor: Prof. Anuj Kapoor

Submitted on March 14, 2022 by

Aman Srivastava PGPGC202100407

Apoorva Prakash PGPGC202100413

Ashish Deopa PGPGC202100414

Goshan Yadav PGPGC202100426

Siddharth Nagpal PGPGC202100459

Smriti Kumari PGPGC202100461

INDIAN SNACK MARKET ANALYSIS .............................................................................................................. 21

INDIAN HEALTHY SNACK MARKET .............................................................................................................. 24

MANAGEMENT DECISION PROBLEMS.......................................................................................................... 26

RESEARCH MATRIX ............................................................................................................................................ 27

RESEARCH DESIGN ............................................................................................................................................. 29

CONCLUSIVE RESEARCH ................................................................................................................................... 35

EXPLORATORY RESEARCH .............................................................................................................................. 47

QUALITATIVE RESEARCH ................................................................................................................................ 51

CUSTOMER INTERACTIONS ............................................................................................................................. 53

FOCUS GROUP DISCUSSION ............................................................................................................................. 59

FINAL EXPLORATORY RESEARCH FINDINGS ............................................................................................ 60

CONCLUSIVE RESEARCH ................................................................................................................................... 62

FINAL LIST OF ATTRIBUTES ........................................................................................................................... 72

FLOW OF THE SURVEY ...................................................................................................................................... 73

PRELIMINARY ANALYSIS .................................................................................................................................. 74

BRAND EXTENSION EVALUATION USING AAKER AND KELLER MODEL .......................................... 53

CONJOINT ANALYSIS .......................................................................................................................................... 59

FINAL CONCLUSIVE RESEARCH FINDINGS ................................................................................................. 60

ANSWERING RESEARCH QUESTIONS ........................................................................................................... 62

LEARNINGS FROM THE PROJECT .................................................................................................................. 72

INDIAN SNACK MARKET ANALYSIS

1. Is Real Seeds a viable extension of the Real brand?

2. If yes, what should be the ideal target segment?

3. What would be the optimal marketing mix for the same?

Research Target Consumer Attributes Demand for Willingness

Focus Group Discussions

Data Analysis Plan

LITERATURE REVIEW (Secondary Analysis)

Mindful Snacks balance taste and nutritional

Back to Basics Going back to natural and less processed

Functional Fuel This includes snacks where nutrients are

FOCUS GROUP DISCUSSION

4. Everyone was provided with an equal opportunity to participate in the discussion.

Survey Design and Implementation

1. Planning the questions

2. Framing of the questions

3. Order of the questions

4. Length of the survey

5. No open-ended or leading questions.

7. Other hygiene factors

FINAL LIST OF ATTRIBUTES

7. Advertisements - Advertising is a gamechanger in the field of FMCG. Lucrative advertisements

FLOW OF THE SURVEY

Part 2: Present Customer Behaviour

Part 5: Consumer Behaviour towards Healthy Snacks

Following were the results of the data collection process:

1. Approximately 11% of the respondents had business as their occupation.

3. Approximately 3% of the respondents belonged to the retired category of occupation.

Following are the key highlights from the data collected: