Program: MBA IB (Batch2020-22), tri.

-II, End Term Exam paper, Subject: Research Methodology

K. J. SOMAIYA INSTITUTE OF MANAGEMENT

Somaiya Vidyavihar University

Vidyavihar, Mumbai- 400077

Program: MBA IB (Batch 2020-22), Trimester -II

Subject: Research Methodology

(End Term Examination)

Maximum Marks: 50

Duration: 3 hours Date: 12th April, 2021

Instructions

1. All Questions are compulsory. Marks are written on the right side of each question.

2. Write the answers for each question in a word file.

3. Submit word file.

Case 1: Auto insurance policy records –

Case1.:- BUYING BEHAVIOUR OF READY-TO-EAT FOOD CONSUMERS

Ready-to-eat food products are prepared in advance and can be eaten as sold. This is a relatively
new concept and a growing industry in India. The size of the ready-to-eat market is
approximately `600 – `700 million. The main producers of ready-to-eat food are MTR,
Kohinoor, Tasty Bites, Indo-Nissin, Currie Classic and ITC. The major brands available in
markets are Maggie, Sunfeast, MTR meals and Nissin’s cup noodles. Because of the change in
lifestyle – nuclear families, working couples, more disposable income and less time to cook—
more and more people are opting for ready-to-eat food in a big way. A survey was conducted to
understand the buying behaviour of ready-to-eat food consumers. A questionnaire was prepared
for the purpose and was administered to 58 respondents in the age group 18 to 55 with 40 male
members and 18 female members. The sample had 53 single and 5 married respondents. One of
the objectives of the study was to discriminate between heavy users and light users of ready-to-
eat food. The following questions were asked

Questionnaire:
Program: MBA IB (Batch2020-22), tri. -II, End Term Exam paper, Subject: Research Methodology

1. Gender (X1) - Male – 1, Female -2

2. Occupation(X2): (1) Employed, (2) Self Employed, (3) Unemployed, (4) Housewife, (5) Student

3. Education (X3): (1) Less than undergraduate (2) Undergraduate (3) Graduate (4) Postgraduate
(5) Beyond post Graduate

4. Marital status (X4): (1) Married (2) unmarried

5. Family type (X5): (1) Staying single / Friends (2) Married couple (3) Couples with Children

6. Spending Capacity (X6): (1) Less than 500 Rupees (2) 501 to 1000 Rupees (3) Above 1000
Rupees

7. How often do you eat ‘ready-to-eat’ foods? (X7): (1) Rarely (once a month) (2) Weekly (1-2
times/week) (3) Regularly (3-5 times/week)

8. Kindly tick any one as your opinion on the parameters given below:

Strongly agree (5) Agree (4) Neither agree/nor disagree (3) Disagree (2) Strongly disagree (1)

(a) ‘Ready-to-eat’ packs are very convenient to use (X8A)

(b) ‘Ready-to-eat’ makes my work very easy (X8B)

(c) ‘Ready-to-eat’ packs are very time saving (X8C)

(d) ‘Ready-to-eat’ food is easily available whenever I need it (X8D)

(e) ‘Ready-to-eat’ packs are reasonably priced (X8E)

(f) ‘Ready-to-eat’ packs have reasonable amount of nutrition and calories (X8F)

(g) ‘Ready-to-eat’ meal is not as tasty as freshly cooked food (X8G)

(h) ‘Ready-to-eat’ packs are manufactured at accepted quality standards (X8H)

(i) ‘Ready-to-eat’ packs are a good option while travelling (X8I)

(j) Even if I buy a ‘ready-to-eat’ curry, making chapattis separately takes up my time. (X8J)

(k) I am satisfied whenever I buy Ready to eat products (X8k)

9. Rate the following brand (ready to eat food). 1 represent most preferable and 6 least preferable
(X9)

(i) Kohinoor

(ii) MTR Foods Private Limited

(iii) ITC Limited

(iv) Tasty Bites

(v) Indo-Nissin

(vi) Currie Classic

Case Analysis Questions –

Question 1- Identify the favorable and unfavorable perceptions of the consumers for X8A to X8E

[8]

Question 2- Identify the difference in the average perception of Married and Unmarried consumers
with respect to “Ready-to-eat’ meal is not as tasty as freshly cooked food”. [8]

Question 3 – Identify the difference in the average perception for the factors ““Ready-to-eat’ meal
is not as tasty as freshly cooked food”(X8g) with respect to How often do you eat ‘ready-to-eat’
foods? (X7)? [8]

Question 4- Estimate the impact on purchase satisfaction (X8k) with respect to X8A to X8E. [8]

Question 5- Identify the Most and least favorable brand (X9) [8]

Question 6. Identify the association between “How often do you eat ‘ready-to-eat’ foods” and
“Spending Capacity”. [5]

Case2. YASEER RESTAURANT [5]

Yaseer Ahmed retired as a chef from a 5-star hotel in Delhi and returned to his hometown
Ramveerpur (population: 5 lakh) in Uttar Pradesh (UP). However, he found it difficult to settle
back into the community. He realized that he needed a vocation to keep him occupied; otherwise,
he might go into depression. He was still clueless about what to do, when his friend Samar
Dewan visited him and asked him why he looked so morose. Yaseer explained his dilemma and
asked his friend for advice, as Samar understood Ramveerpur and its residents better. Samar
pondered over the problem, and suggested that considering Yaseer’s expertise in exotic cuisine,
he should think about setting up a restaurant serving non-vegetarian food. The enterprise would
be perfect, as Ramveerpur hardly had any restaurant serving good non-vegetarian cuisine. Yaseer
liked the idea very much and thought the business would be lucrative and interesting. But before
putting the idea into practice, he felt that it was important to have a rough estimate of the non-
vegetarian population who went out for meals in a restaurant at least once in a typical week.
Samar recalled a hotel industry report, according to which Ramveerpur’s population comprised
15 per cent Muslims, 20 per cent Sikhs, 10 per cent Jains, and 55 per cent Hindus. It was known
Program: MBA IB (Batch2020-22), tri. -II, End Term Exam paper, Subject: Research Methodology

that generally, Muslims were non-vegetarian, whereas 95 per cent of the Sikhs were non-
vegetarian. The Jain population was totally vegetarian, whereas 20 per cent of the Hindu
population was non-vegetarian. Further, the result of a report on hotel industry had indicated that
more than 2 per cent of the population of the town ate out at least once a week. The data
definitely indicated a sound and profitable business opportunity. However, Yaseer felt that
before setting up a restaurant serving non-vegetarian food, a quick survey should be conducted.
He wanted to carry out a survey of the households to understand their preferences for various
cuisines. All the households were assigned a serial number. He decided to survey 1000
households. His plan was to contact every 100th household in a particular locality and ask for
their eating preferences.

Question: What type of sampling design is being used in this case? Suggest an alternative
sampling design.