STUDY ON CONSUMER BUYING BEHAVIOUR TOWARDS TUPPERWARE PRODUCTS

by Archit Vashishth Roll no.-56 Under the guidance of
Ms.Tina Chadha Mrs.Neha Srivastava
Associate Business Director Assistant professor ,Marketing
Allied Media Network KJ SIMSR

KJ Somaiya Institute of Management Studies & Research May ,2013

Declaration

I Mr./Ms. …………………………………………….hereby declare that this project report is the record of authentic work carried out by me during the period ………. to …………. and has not been submitted to any other University or Institute for the award of any degree or diploma etc.

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Certificate from Industry Guide

This is to certify that Mr…………………………………………a student of the Post Graduate Diploma in Management /PGDM-Communications has worked in our organisation on a project assigned by us. To the best of our knowledge,this report is a product of the students own effort on the project conducted under our guidance and supervision.

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Certificate from Faculty Guide

This is to certify that Mr…………………………………………a student of the Post Graduate Diploma in Management /PGDM-Communications has worked under my guidance and supervision .This Summer Project report has the requisite standard and to the best of our knowledge no part of it has been reproduced from any other summer project ,monograph,report or book.

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Acknowledgement

On completing the project assigned to me on “ Understanding the Consumer Buying behaviour towards Tupperware Products” for my internship training at Allied Media Network,Delhi as a part of my PGDM-Communications Course .I would like to take this oppurtunity to thank and convey my gratitude to everyone who made this possible.

I offer my sincere thanks to Ms.Tina Chadha(Associate Business Director) for her valuable guidance,continous encouragement and strong support at every stage of my project.

I also acknowledge with deep gratitude the immense support I received from my parents who have always encouraged us and has been a source of inspiration during the course of my project.

Last but not least, I would like to specially thank Ms.Nupur Mehrotra(Media Planner) & Mr. Prakash Behera( Business Manager)who gave me some valuable insights about the industry and helped me whenever needed.

Archit Vashishth

Table of Contents

Declaration 2
Certificate from Industry Guide 3
Certificate from Faculty Guide 4
Acknowledgement 5
Executive Summary 9
Consumer behavior 11
Stages in the Buying Process 12
Plastics Industry 14
Table 1.1 Types of technique used along with level of consumption 15
Tupperware –How It Started 15
Tupperware-History Lane 16
Tupperware -About 16
Company Mission 17
Product range and Categories-Tupperware 18
Fig 1.1-Tupperware positive theme chart 21
Fig 1.2-Tupperware negative theme chart 21
List of Competitors 22
Objective of the Study 24
Research Methodology 25 Target Group profiling 26 Age Group profiling 26 Zone Profiling 27
Fig 1.3-Zones in delhi 28
Fig 1.4-Type of respondents 29
Data Collection Method 30
Data Sources 31 Sampling Plan Used 32
Research Analysis through Questionnaire 33
Product Purchase 33
Table 1.2 Products of Plastic used 33
Fig 1.5- Products of Plastic used 33
Brand Recall 34
Table 1.3 Brand recall 34
Fig 1.6- Brand Recall 34
Brands of Plastic Used 35
Table 1.4 Brand of plastic used 35
Fig 1.7- Brand of Plastic used 35
Brand Usage 36
Table 1.5.1 Brand used for different products-Aquasafe 36
Fig 1.8.1- Brand used for different products-Aquasafe 36
Table 1.5.2 Brand used for different products-Canisters 37
Table 1.5.3 Brand used for different products-Dry Storage 38
Fig 1.8.3- Brand used for different products-Dry Storage 38
Table 1.5.4 Brand used for different products-Food Preparation 39
Table 1.5.5 Brand used for different products-Freezer 40
Table 1.5.6 Brand used for different products-Fridge Smart 41
Fig 1.8.5- Brand used for different products-Fridge Smart 41
Table 1.5.7 Brand used for different products- Lunch & Outdoor 42
Fig 1.8.6- Brand used for different products-Lunch & Outdoor 42
Fig 1.8.7- Brand used for different products-Microwave 43
Table 1.5.9 Brand used for different products-Refrigeration 44
Fig 1.8.8- Brand used for different products-Refrigeration 44
Table 1.5.10 Brand used for different products-Serving 45
Fig 1.8.9- Brand used for different products-Serving 45
Factor Association with the brand 47
Table 1.6 Factors considered 47
Fig 1.9.1- Factors considered 47
Awareness of the Brand 48
Table 1.7 Awareness of the brand 48
Fig 1.9.2- Awareness of the brand 48
Brand Usage 49
Table 1.8 Length of usage 49
Where is the Buying Done…… 50
Table 1.9 Place of buy 50
Fig 1.9.4- Place of Buy 50
Level of Satisfaction 51
Table 2.0 Level of Satisfaction 51
Fig 1.9.5- Level of satisfaction 51
What About the Attribute… 52
Table 2.1 Attribute associated with brand Tupperware 52
Fig 1.9.6- Attribute associated with brand Tupperware 52
Improvements if Any… 53
Table 2.2 Suggested improvements 53
Fig 1.9.7- Suggested improvements 53
Where Exactly is Signoraware….. 54
Table 2.3 Brand Awareness of Signoraware 54
One Liners About Tupperware 55
Conclusion 56
Limitations 57
Recommendations 58
ANNEXURE 59
Bibliography 64

Executive Summary

The research draws attention to the fact that people have switched over to the use of plastic products for storage of food items that was previously used by glass.
The study is to identify the factors that influence the consumer buying behavior towards Tupperware Products, To examine & understand the consumer preference with reference to Tupperware Products. and to identify the factors leading to brand loyalty with respect to Tupperware products.
During the research it was seen that People associate Tupperware with superior quality and Trust and High Durability. Majority of sales that Tupperware get is through their Aqua safe, Lunch Boxes & Dry Storage categories. Though people are happy with the overall quality of Tupperware still they wanted some improvements
The major improvement suggested by consumers is regarding the reduction of price without compromising on the quality aspect
People also appreciate Tupperware because of the amount of products they have to offer
Consumers are buying products based on the need and the recall of the brand in the minds of the consumer.
Higher the recall higher will be the buying .Though people are aware about the brand but due to its high cost and lack of availability people are shifting towards brand which are cost efficient and are yet serving the purpose.
The research work and recommendations will help the company understand the competitive positioning of Tupperware in India and perception of consumers as a brand and of its products.

It was a wonderful opportunity to work with Allied media networks Delhi, the media planning, buying & evaluation agency of Percept ltd. The company currently is the fifth most admired company as far as media planning is concerned. Tupperware if you see as a brand known most importantly for Lunch Boxes ,Airtight containers and bottles, they are leader in these category segments but they need to make their presence felt in other available segments too.
The purpose of my study was to understand the consumer buying decision towards Tupperware products.
The data collection for my research was done using a detailed Questionnaire as an aid. A sample of 100 respondents was taken and data was collected by randomly selected respondents from different zones of Delhi particularly South Zone.
It was a wonderful experience working in Allied Media network under the able guidance of Ms. Tina Chadha who encouraged me to work towards my project with sincerity and also helped me in learning the various aspects of working in media.
The knowledge that I gathered here will help me a lot in my future endeavors

Consumer behavior

Consumer behavior considers the many reasons why—personal, situational, psychological, and social people shop for products, buy and use them, and then dispose them.
Studying people’s buying habits isn’t just for big companies, though. Even small businesses and entrepreneurs can study the behavior of their customers with great success. For example, by figuring out what zip codes their customers are in, a business might determine where to locate an additional store.
Customer surveys and other studies can also help explain why buyers purchased what they did and what their experiences were with a business. Even small businesses such as restaurants use coupon codes. For example, coupons sent out in newspapers are given one code. Those sent out via the Internet are given another. Then when the coupons are redeemed, the restaurants can tell which marketing avenues are having the biggest effect on their sales.

Stages in the Buying Process

1) Need Recognition * Marketers often try to simulate consumer to understand the need of the product. * They position their product as per the need of the consumer the need of the consumer considered is generally an impulse need.

2)Search For Information * Before buying a certain product consumer tend to do more of information searching before purchasing a product. * Only if the required information suffice the needs of the consumers, the consumer goes ahead with the product.

* Exhaustive Information search is done for High involvement Products .

3) Product Evaluation * In product evaluation there is a concept such as evaluation criteria where certain factors like size ,shape ,color, quantity are considered and are helpful for consumer in making a decision for buying a product. * Marketing professionals want to convince you that the evaluative criteria you are considering reflect the strengths of their products. * For example, you might not have thought about the weight or durability of the backpack you want to buy. However, a backpack manufacturer such as Osprey might remind you through magazine ads, packaging information, and its Web site that you should pay attention to these features—features that happen to be key selling points of its backpacks.
4) Product Choice & Purchase * At this stage decision about buying the product comes in. * Decision upon Where to buy from and what to buy is done in this stage.

5) Post purchase Use & Evaluation * At this point in the process you decide whether the backpack you purchased is everything it was cracked up to be. Hopefully it is. If it’s not, you’re likely to suffer what’s called post purchase dissonance. You might call it buyer’s remorse. * You want to feel good about your purchase, but you don’t. You begin to wonder whether you should have waited to get a better price, purchased something else, or gathered more information first. Consumers commonly feel this way, which is a problem for sellers. If you don’t feel good about what you’ve purchased . * Companies use certain tactics to get rid of this buyers remorse. They offer a Money back guarantee or they might encourage their sales man to appreciate the decision they have taken to buy a product. 6) Disposal of the Product * In this phase special emphasis is given on how to dispose of a Product and how to increase the resale of one’s product than other. * Companies today focus on planned obsolescence where companies make deliberate efforts to make their products obsolute or unusable after a certain period of time. * The goal behind doing this is to improve the company sales by reducing the time between repeat purchases consumer make of products.

Plastics Industry

Share of Indian plastic products is about 0.5% of India’s GDP.
The top 100 players of the Indian plastic industry accounts for just 20% of the industry turnover.
Barring 10-15% of the firms that are medium scale enterprises, most of the units operate on a small scale basis.
Total number of players in this sector is more than 25000.

Technique Used | Consumption by usage(in %) | Extrusion | 60 | Injection Molding | 25 | Blow Molding/Stretch molding | 6 | Roto Molding | 1 | Other Process | 8 | | |
Table 1.1 Types of technique used along with level of consumption
Source:

Tupperware –How It Started

Earl Silas Tupper (1907-1983) an American innovator and amateur inventor with many a strange idea, mostly of practical utility, was a creative and adamant man whose acumen showed in the creation of ordinary and familiar household products that combined thrift with post war (WW II) yearning of modernity and modernization.
While polythene was being perfected, Tupper started working as a model maker in Leomister, Massachusetts, under license of the chemical giant Du Pont in 1937. The discovery of Nylon would later be attributed to Du Pont. And having familiarized with the first plastics, he founded in 1939 “Tupper Plastics Company” which today is known as Tupperware globally.
Tupperware-History Lane

1942- Developed its first bell shaped tumbler
1949-Came up with a revolutionary lid inspired by paint bucket lids for its range of bowls.
1960-Plastics became more hip and fashionable by this time.
1980-Introduce storage jars with bulk capacity.
1990- Came up with other variants in categories like Dry Storage.
2000-Came up with other variants in categories like Aqua Safe.

Tupperware -About

For over 60 years, Tupperware has been creating a niche for itself in the business world, making a difference to the lives of millions through its innovative storage products and extremely attractive business opportunity. In recent years, Tupperware has made tremendous inroads into becoming a true global entity. In 2000, Tupperware brands corporation acquired Dallas-based Beauty Control, followed by the acquisition of the Sara Lee Corporation’s direct selling business in 2000. These advancements brought an increasing product diversity to brand Tupperware. In order to reflect this diversity, Tupperware Corporation changed its name to Tupperware Brands Corporation in 2005.
These acquisitions were in line with the Company’s corporate strategy to add premium consumable items to their product category mix. They also boosted the Company's global portfolio to eight champion brands and changed the Tupperware Brands Corporation into a multi-brand, multi-category, direct sales conglomerate with a worldwide sales force of over 2 million.
Company Mission

Despite the success and astounding growth of Tupperware Brands, the Company’s mission and passion to enlighten, educate and empower customers.
Enlighten
To share insights & provide products and knowledge that makes life simpler and more enjoyable for families.

Educate
To provide smart, simple solutions that enable customers to save time, money and effort while leading active and healthy lives.
Empower
To better the lives of women by giving them the confidence to live with respect in the society and becoming independent. To date, the Tupperware Brands portfolio of direct selling companies incorporates Tupperware, Beauty Control, Nature Care, Nutri metics, Fuller Cosmetics, Nuvo, Avro Slain and Swissgarde - each with their own product lines, sales methods and structures for the markets.
Product range and Categories-Tupperware
Tupperware currently caters to 10 Product ranges namely-: 1) Aqua safe * Bottles * Water Dispenser * Tumblers * Jugs

2) Canisters * Topper * Canisters * Rice Keepers * Multi Keepers

3) Dry Storage * Containers with different shapes that are either Rectangular, Square,Round,Oval. * All have Air tight lids to store freshness and avoid humidity.

4) Food preparation * Handy grater * Vegetable Peeler * Quick Shake * Multi Masala * Clear Flow Set * Magic Flow Set 5) Freezer * Freezer mate 6) Fridge Smart * Fridge Smart

7) Lunch & Outdoor * Slim Lunch * Handi Bowls * Executive Lunch * Classic Lunch * Divided Dish * Sandwich Keeper * Tropical twins * Best Lunch

8) Microwave * Iso Duo * Crystal Wave Bowl * Rock and Serve * Crystal Wave Mug * Crystal Wave Divided Bowl * Multi cook

9) Refrigeration * Cool n Fresh * SS bowls * Star Bowls * Buddy Bowls * Bowled Over

10)Serving * Dinner Set * Stir n Serve * Clara set * Clear Bowls * Pleludia bowlz * Elaganzia B

Fig 1.1-Tupperware positive theme chart Source:

About the chart
The chart talks mainly about what are the positives things people tend to consider with the brand such as Tupperware. It also talks in detail about how much utility Tupperware provide to its consumers.
It discusses about the quality that Tupperware possess .

Interpretation
Tupperware is known for its broad product range which consists of Rice steamer, sippy cups, platter onion keeper etc.
Majority of the people are using Freezer containers. Other factors that they consider is the replacement guarantee that the company provides.

Fig 1.2-Tupperware negative theme chart Source:

About the chart
The chart talks mainly about what are the negative things people tend to consider with the brand such as Tupperware. It also talks in detail about what are the issues related with Tupperware which makes the consumer switch to other products.
The major issue with Tupperware is that it is very costly as compared to other products

Interpretation * Tupperware products are considered to be very expensive i.e it is too pricey * People do have reported about the lids regarding their closing mechanism saying it’s quite cumbersome. * Tupperware storage boxes are hard to clean and are often smelly at times.

List of Competitors

1) Pearl pet * Company was started in the year 1984 by a group of Technical Entreprenuers. * A technique such as Injection Stretch Blow Moulding was used. * The Companies greatest strength is their agile and committed work force.
The Company Vision and mission is to fulfill the packaging and storage needs of every industry and to pursue excellence in all areas and to hone their innovative skills and also to satisfy every customer specific needs with path breaking yet cost effective solutions.
2)Cello
* Known as Cello Thermoware this was launched in the year 1986 in Goregaon Bombay (now Mumbai). * It is the first and the largest manufacturer of moulded plastics in India and has a wide range of plastic products. * Strong In house R&D having developed the strong breakthrough Insulation Technology.
3)Milton
* A flagship brand under Hamilton Homewares which was established in the year 1972. * Designed for people who appreciate and desire quality products. * Products under Milton are High on Quality,function,style and are yet cost effective. * Enjoy a very good brand loyalty among Indian population.

4)Prince Ware * Mission is to deliver high quality products at affordable price to bring joy and satisfaction to wide mass of the universe. * They have been producing and selling the highest quality products which build a secure ring of confidence around all aspects of usage for their products. * The company focuses mainly on the customer and what are his requirements based on which they like to work and respond speedily to their needs.
5)Lock & Lock * A subsidiary of Hanacobi Homeware which is a leader in Korean domestic market. It was founded in the year 1985 * It has a lid with a 4 way locking system in it. * It was launched in the year 1997 by Hanacobi and after that there was no looking back. * The company focuses primarily on superior design and creating a container which is highly acclaimed the world over. * The company vision was to be among the leading airtight container by the year 2010.

Objective of the Study

To identify the factors that influences the consumer buying behavior towards Tupperware Products………
1) To examine & understand the consumer preference with reference to Tupperware Products.
2) To identify the factors leading to brand loyalty with respect to Tupperware products.
3) To identify the problems associated with Tupperware and suggest appropriate solution for the problem witnessed. The research work and recommendations will help the company understand the competitive positioning of Tupperware in India and perception of consumers as a brand and of its products.

Research Methodology

The Research was an exploratory based research where with the help of personal interview using Questionnaire as a tool to do further analysis.
A sample size of 100 was taken with age group ranging from as young as 15-20 years of age to respondents of age 50&above.
The Respondents were a mix of both male as well as females with majority of the TG comprising of the females.
The targeted females were mainly housewives who are using the plastic products for storage of water , pulses, vegetables etc.
Other people who were targeted were generally people who are working and are carrying tiffin boxes to work.

Target Group profiling
Majority of the TG surveyed are mainly females followed by males
Age Group profiling a) 15-20 No of Respondents- 4 Males-3 Female-1 % Females 15+ SEC A,B Males 15+ SEC A,B b)20-35
No of respondents -64
Male -18 Female-46 Females 20+ SEC A,B Males 20+ SEC A,B c)35-50
No of respondents-20 Female-20 Male-0 Females 35+ SEC A, d)50 & Above No of respondents-12 Male-1 Female-11 Female 50+ SEC A, B Males 50+ SEC A,B

Zone Profiling The majority of respondents belonged from South Delhi Zone followed by North, East and West Delhi Zone.

Fig 1.3-Zones in delhi

East Delhi
Areas of East delhi include Shahdara, Patparganj, Laxmi Nagar, Vikas Marg, Preet Vihar & Mayurvihar to name a Few.
West Delhi Areas like Punjabi Bagh ,Pitampura,Rohini,Dwarka are some of the prominent localities of West Delhi. South Delhi Some important areas of South Delhi are Lajpat Nagar,CR Park,Kalkaji,Greater Kailash & South Extension
North Delhi The areas of Civil Lines, Ashok Vihar and Model Town are considered as Posh Localities of this area.

Fig 1.4-Type of respondents

Of the total sample of 100 people surveyed 78% of them were females and the remaining 22% were males.
22% of the males surveyed were mainly those who are working and take lunch with them or they are going to school and taking tiffins with them.
78% of the females surveyed were mainly housewives who are actively purchasing plastic products for home ware use.
Other portion of females surveyed were school children and working professionals.

Data Collection Method

The study that was conducted by me was exploratory in nature so the method of obtaining data was having a personal interview with each consumer.
The data was collected through a Questionnaire method which included both closed & open ended questions.
The questionnaire was used to facilitate tabulation and analysis of data. The respondents were randomly selected for data collection from different zones of Delhi particularly South Zone.

Data Sources

a) Primary data sources
These are those type of sources from where first hand information is gathered directly and the information thus collected is called as primary data. b) Secondary data sources
These types of data sources are stored and recorded previously and are used to facilitate ones research .
For getting the data related to the company I took the help of secondary data source such as websites.
Majority of my research relied upon the collection of data through primary data sources where I relied on the type of response I got from my respondents .

The Primary data was collected with the help of a self administered questionnaire in order to get response from respondents and for effective data collection to understand * The Consumer perception about brands * The factors influencing the Consumer Buying decision when it comes to purchase of products of plastic. * The consumer perception about different products for different brands.

The Questionnaire consisted of 12 questions which was reviewed 3-4 times by the industry mentor and only after revising and correcting the faults, the final draft of the questionnaire was prepared.

Sampling Plan Used

Convenient random sampling plan was used by me to do my sampling of respondents .Since Tupperware products are used mainly in metropolitans hence Delhi is chosen which is considered as a SEC A city. In order to collect data I did a field survey which involved a Simple random sampling where a subset of individuals was chosen from a large defines population.This sampling technique was appropriate as it was able to define the target audience well.
During the field survey the whole of Delhi was divided into 4 zones mainly North, South ,East &West.
In south Zone some Sub areas were selected like
1) South Extension
2) GK-1
3) Amar Colony
4) Kalkaji

Total Sample size-100
Tupperware Respondents-35
Other brand respondents-65

Research Analysis through Questionnaire

Product Purchase
What Products of plastic you purchase the most? Products | No of respondents(in %) | Bottles | 70 | lunch boxes | 38 | Airtight Jars | 37 | Others | 5 |
Table 1.2 Products of Plastic used

Fig 1.5- Products of Plastic used

Ans: Most of the respondents answered that the product that they purchase the most , in plastics are Bottles
70% of respondents said that they purchase bottles the most, followed by Lunch Boxes & Airtight Jars (Other items purchased of plastic were either Jars or Bowls).

Brand Recall

First brand of plastic that comes to your mind? Brands | Total No. of Respondents(in %) | Tupperware | 35 | Cello | 16 | Milton | 26 | Prince Ware | 3 | Lock & Lock | 0 | Others | 4 | Pearl pet | 16 |

Table 1.3 Brand recall

Fig 1.6- Brand Recall

Ans: Majority of the respondents said that the first brand of plastic that comes to their mind is Tupperware.
I have used the count excel function in counting the number of respondents
Around 35 of the respondents said that they prefer Tupperware above all followed by Milton
Cello and Pearl pet products have an equal preference in the minds of the customer.
Prince Ware and Lock & Lock are not on the list of consumers.

Brands of Plastic Used

What brands of plastics do you use? Brand of Plastics | Total No. of Respondents(in %) | Signora Ware | 5 | Pearl pet | 38 | Cello | 31 | Milton | 34 | Others | 16 | | | | |
Table 1.4 Brand of plastic used

Fig 1.7- Brand of Plastic used

Ans: Majority of the respondents said that the most preferred brand of plastic that they use is Pearl pet followed by Milton and Cello.
I have used the count excel function in counting the number of respondents
The Brands of plastics that the respondents use apart from those mentioned are Tupperware, Nyasa.

Brand Usage
What brands do you use for these products? Aquasafe | No. of Respondents(in %) | Pearl pet | 27 | Cello | 15 | Milton | 19 | Prince ware | 1 | Lock & Lock | 0 | Tupperware | 25 | | |

Table 1.5.1 Brand used for different products-Aquasafe

Fig 1.8.1- Brand used for different products-Aquasafe

Ans: a) Aquasafe * For Aqua safe most preferred brand used by people is Pearl pet where 27% of the respondents prefer Pearl pet the most when it comes under storage of water and safety of water.

* The second most preferred brand for Storage of water is Tupperware where 25% of the respondent preferred over others. * People don’t prefer Lock & lock products at all for Aqua safe. Canisters | No. of Respondents(in %) | Pearl pet | 14 | Cello | 15 | Milton | 14 | Prince ware | 2 | Lock & Lock | 1 | Tupperware | 9 |

Table 1.5.2 Brand used for different products-Canisters

Fig 1.8.2- Brand used for different products-Canisters

b) Canisters * For Canister most prefer brand is Cello where 15 % of the respondents preferred. * Milton and Pearl pet was the second most preferred choice for purchase of canisters. * Lock & Lock and Prince Ware are the least preferred in this category.

c) Dry Storage * In Dry storage category, Tupperware leads the pack with 28% of the respondents preferring it over other brands * The second most preferred brand for dry storage is Pearl pet where 18% of the respondents prefer to use it for the purpose of dry storage Dry Storage | No. of Respondents(in %) | Pearl pet | 18 | Cello | 15 | Milton | 10 | Prince ware | 3 | Lock & Lock | 9 | Tupperware | 28 | | |

Table 1.5.3 Brand used for different products-Dry Storage Fig 1.8.3- Brand used for different products-Dry Storage

Food Preparation | No. of Respondents(in %) | Pearl pet | 8 | Cello | 7 | Milton | 9 | Prince ware | 10 | Lock & Lock | 4 | Tupperware | 9 |

Table 1.5.4 Brand used for different products-Food Preparation

Fig 1.8.3- Brand used for different products-Food Preparation

d) Food Preparation * In case of Food Preparation there is slight variations in preferences .People prefer Prince Ware more than Brands like Tupperware and Milton. * For Food Preparation they have no such defined preferences as the response recorded is quite close.

Freezer | No. of Respondents(in %) | Pearl pet | 14 | Cello | 4 | Milton | 15 | Prince ware | 3 | Lock & Lock | 6 | Tupperware | 8 |

Table 1.5.5 Brand used for different products-Freezer

Fig 1.8.4- Brand used for different products-Freezer

e) Freezer * In this category surprisingly Milton is the most preferred brand where 15% of the respondents prefer to use it. * The second most preferred choice is Pearl pet followed by Tupperware.

Fridge Smart | No. of Respondents(In %) | Pearl pet | 11 | Cello | 7 | Milton | 13 | Prince ware | 4 | Lock & Lock | 2 | Tupperware | 10 |

Table 1.5.6 Brand used for different products-Fridge Smart

Fig 1.8.5- Brand used for different products-Fridge Smart

f) Fridge Smart * In Fridge smart, Milton is the most preferred brand where 13% of the respondents prefer it over other brand when it comes to Fridge Smart. * The second most preferred brand is Pearl pet followed by Tupperware.

Lunch & Outdoor | No. of Respondents(in %) | Pearl pet | 1 | Cello | 5 | Milton | 12 | Prince ware | 2 | Lock & Lock | | Tupperware | 39 | | | | |

Table 1.5.7 Brand used for different products- Lunch & Outdoor

Fig 1.8.6- Brand used for different products-Lunch & Outdoor

g) Lunch & Outdoor * For Lunch & outdoor Tupperware is the most preferred choice where 39% of the respondents prefer to use it over other brands. * The closest competitor to Tupperware as far as as lunch boxes are concerned is Milton where 12% of the respondents prefer to use it over other brands.

Microwave | No. of Respondents(in %) | Pearl pet | 8 | Cello | 9 | Milton | 5 | Prince ware | 5 | Lock & Lock | 10 | Tupperware | 13 | | |

Fig 1.8.7- Brand used for different products-Microwave

h) Microwave * In microwave segment surprisingly Tupperware edges ahead from leaders Lock& Lock. * 13 % of the respondents said they use Tupperware products for Microwave . * 10% of the respondents said they use Lock & Lock products for Microwave.

Refrigeration | No. of Respondents(in %) | Pearl pet | 13 | Cello | 6 | Milton | 8 | Prince ware | 4 | Lock & Lock | 7 | Tupperware | 12 |

Table 1.5.9 Brand used for different products-Refrigeration

Fig 1.8.8- Brand used for different products-Refrigeration

i) Refrigeration * For Refrigeration purposes Tupperware and Pearl pet are the most preferred brand where 13% and 12 % of the respondents prefer to use it over other brands when it comes to storage of products in refrigerator. * Other preferred products are Milton and Lock&Lock.

Serving | No. of Respondents(in %) | Pearlpet | 9 | Cello | 14 | Milton | 20 | Prince ware | 5 | Lock & Lock | 0 | Tupperware | 10 | Table 1.5.10 Brand used for different products-Serving

Fig 1.8.9- Brand used for different products-Serving

j) Serving * In case of serving the most preferred brand is Milton where 20% of the respondents prefer to use it over other brands. * The second most preferred brand for serving is Cello where 14% of the respondents prefer to use it over other brands

To Sum Up……….Tupperware usage

* Aquasafe is dominated largely by Pearlpet and Tupperware * In canisters ,Cello is the leader * For Dry storage Tupperware is the preferred choice * For serving Purpose ,Milton is the most preferred

* Pearlpet is strong in Aquasafe , Refrigereation & storage * Cello is strong in Aquasafe canisters and Dry Storage * Milton is strong in Serving,Aquasafe & Dry storage * Princeware are strong mainly in food preparation * Lock & Lock is strong as far as storage is concerned

Factor Association with the brand

What factors you consider most while buying a plastic product? Factors | Total No. of Respondents(in %) | Size | 54 | Shape | 48 | Color | 27 | Quantity | 47 | Cost Effectiveness | 54 | | | | | Table 1.6 Factors considered

Fig 1.9.1- Factors considered

Ans: While buying a plastic product the factor that they consider most is the Size of the product and how cost effective is the product.
Second on their preference is the shape of the product purchased and its maximum storage capacity. Awareness of the Brand Are you aware of the brand “Tupperware”? | Yes | No | Awareness of Brand | 96% | 4% | | | |

Table 1.7 Awareness of the brand

Fig 1.9.2- Awareness of the brand Ans: Almost all of the respondents were aware of the brand Tupperware, 96% of them agreed to be having some awareness about Tupperware while a meager 4% are unaware about the brand. Brand Usage For how long are you using the product? Usage | Total No. of Respondents(in %) | 1-2 months | 24 | 2-3 months | 23 | More than 3 months | 53 | | |

Table 1.8 Length of usage

Fig 1.9.3- Length of Usage Ans: People who are using Tupperware products are wholly satisfied with the product and are mostly using the product for more than 3 months some are even using for more than a year. The Duration of usage of a Tupperware product lies mostly between 1-2 months to more than 3 months.

Where is the Buying Done……?
Where did you buy it from? Brought from | Total No. of Respondents(in %) | Dealers | 37 | Salesman | 58 | Others | 3 | Table 1.9 Place of buy

Fig 1.9.4- Place of Buy Ans: As Tupperware follows direct selling method, it was also seen in the response given. Majority of the respondents bought a Tupperware product from a salesman. More than 50% of the respondents purchased Tupperware product from the salesman. Respondents also brought Tupperware products from dealers. Some purchased Tupperware products online through portals like HomeShop18 and through gift packs .
Level of Satisfaction Are you satisfied with the product usage? Satisfaction level | Total No. of Respondents(in %) | Very Satisfied | 92 | Nuetral | 7 | Not Satisfied | 1 | | |
Table 2.0 Level of Satisfaction

Fig 1.9.5- Level of satisfaction Ans: People using a Tupperware product are very satisfied with the product ,92 % of the respondents are very satisfied with the product.7% of the them are somewhat satisfied somewhat dissatisfied with the product while 1% of the respondent is highly dissatisfied with the product.

What about the Attribute… What attributes do you associate with brand “Tupperware”? Attribute | Total No. of Respondents | Trust | 29 | Quality | 67 | Design | 15 | Others | 5 | Table 2.1 Attributes associated with brand Tupperware

Fig 1.9.6- Attributes associated with brand Tupperware

Ans: The most important attribute the people associate with brand Tupperware is the quality of the product .About 67% of the respondents associate Tupperware as a brand high on quality. The Second most important attribute that they associate with Tupperware is the Trust that they have developed with the brand over the years based on its quality. Improvements if Any… Any improvement you want to suggest in existing brand portfolio of Tupperware India regarding Size/Colors/Pricing/Availability? Improvements Suggested | Total No. of Respondents | Yes | 87 | No | 13 |
Table 2.2 Suggested improvements

Fig 1.9.7- Suggested improvements Ans: For this Question there was a mixed response .Some of the respondent were totally satisfied with product and doesn’t want any improvement while some of them suggested some improvement as far as Tupperware is concerned. The Improvement suggested was mainly for the a) Pricing of the Tupperware products which the people think are costly as compared to other brands. b) Another improvement suggested was on the Availability of the Tupperware products and Offering of Discounts for the Tupperware products. c) Some suggested improvement in durability of the product , people tend to feel that Tupperware products are not durable. d) Provision of more sizes in existing product portfolio was another such improvement suggested. Where exactly is Signor aware….. Are you aware of the brand “Signora Ware”? Awareness of the brand | Total No. of Respondents(in %) | Yes | 36 | No | 64 |
Table 2.3 Brand Awareness of Signoraware

Ans: People are generally not aware about the brand “Signora Ware”. More than 50% of the respondents said that they are not aware of the brand, while some of them said they are aware of the brand. People who were aware of the brand and brought the brand said that they brought the brand because of low cost and high availability as compared to Tupperware. Some of the respondents were aware about the brand but till date haven’t purchased any product of it.
One Liners About Tupperware

It provides great range of Products

The products are rough as well as tough It is the most Trusted Brand It has Costly Products The Products are highly reliable

The products are highly durable

Conclusion

From the survey conducted it is to be seen that:- * Tupperware is a trusted brand for most of the people People are using a Tupperware product for a very long time and are highly satisfied with the brand . * They prefer Tupperware products mainly in Lunch &Outdoors, Aqua safe and Dry Storage. surprisingly people prefer Tupperware for Microwave too .. * The factor that they consider most while buying is the Size of the product and how cost effective it is. * People associate superior quality with brand Tupperware and they want the company to decrease its price, increase its availability in sizes and offer special discounts like other brands. * People are extensively using plastic products in their daily chores be it Bottles, Airtight Jars & Lunch Boxes. * People are more concerned about the Availability and the Cost Effectiveness of the product and are willing to compromise on the quality of the product. * People are not that much aware about the Brand “Signoraware”. * In all the categories Pearlpet leads followed by Tupperware and Milton.

Recommendations
From the Research conducted there are certain recommendations which I would like to recommend. * Tupperware should increase its availability by establishing some specialty stores which deals with sale of Tupperware products. * Secondly they should provide containers, jars in different sizes and they should also reduce the price of their products without compromising on the quality aspects. * From the research it was seen that as Tupperware is booming heavily as far as Lunch Boxes ,Bottles and Airtight Jars are concerned. It is still not able to influence the market as far as the Microwave ,Serving ,Fridge Smart and Freezer segments are concerned, so they should focus more on these categories rather than the ones in which they are already the market leaders. * They should focus more on the durability aspect of the lids which people say seem to deteriorate after a certain period of time.

ANNEXURE

Questionnaire for Tupperware India

Name of person:

Age of person 15-20 20-35 35-50 50 & Above

Location

Working/Occupation Yes No Income Bracket per month 10000-20000 20000-35000 35000-50000 50000 & Above Q1. What Products of plastic you purchase the most? Bottles Lunch boxes Airtight jars Others please specify………………………………………. Q2. First brand of plastic that comes to your mind?

Q3. Which brands of plastics do you use? Signoraware Pearlpet Cello Milton Others , please Specify……………………………………………………………………………………………………. Q4. What brands do you use for these products? | Serving | Aqua safe | Canisters | Dry Storage | Food Preparation | Freezer | Fridge Smart | Lunch & Outdoor | Microwave | Refrigeration | Pearlpet | | | | | | | | | | | Cello | | | | | | | | | | | Milton | | | | | | | | | | | Prince Ware | | | | | | | | | | | Lock&Lock | | | | | | | | | | |

Q No.5 | Factors you consider most while buying a plastic product 1- Strongly unpreferable 5- Strongly preferable | 2- Strongly un preferable | 3- un preferable | 4- Neutral | 5- preferable | 5- strongly preferable | 1 | Size | 1 | 2 | 3 | 4 | 5 | 2 | Shape | 1 | 2 | 3 | 4 | 5 | 3 | Color | 1 | 2 | 3 | 4 | 5 | 4 | Quantity | 1 | 2 | 3 | 4 | 5 | 5 | Cost effectiveness | 1 | 2 | 3 | 4 | 5 | Q6. Are you aware of the brand Tupperware? Yes No Q7. Which product of Tupperware are you using currently? Aqua safe | Canisters | Dry Storage | Food preparation | Freezer | Fridge Smart | Lunch & outdoor | Microwave | Refrigeration | Serving | | | | | | | | | | |

Q8. For How Long are you using the product? 1-2 months 2-3 months More than 3 months

Q9.Where did you buy it from? Dealers Salesman Others please specify………………………………………….

Q10.Are you satisfied with the product usage? Very Satisfied Nuetral Not Satisfied

Q No.11 | Attribute that you associate with brand “Tupperware”?1-Strongly Unpreferable5-Strongly Preferable | 1- Strongly un preferable | 2- un preferable | 3- Neutral | 4- preferable | 5- strongly preferable | 1 | Trust | 1 | 2 | 3 | 4 | 5 | 2 | Quality | 1 | 2 | 3 | 4 | 5 | 3 | Design | 1 | 2 | 3 | 4 | 5 | 4 | Others | 1 | 2 | 3 | 4 | 5 |

Q12.Any Improvement you want to suggest in existing brand portfolio of Tupperware India regarding Size/Colors/pricing/Availability?
……………………………………………………………………………………………………………………………………………………….......

Q13. Are you aware of the brand “Signoraware”? No yes
If yes where/when did you buy the brand and what pushed you to buy the brand please specify…………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………

Bibliography

Websites http://celloworld.net/About%20us.asp http://www.milton.in/

http://www.princeware.net/

http://www.tupperwareindia.com/

http://en.wikipedia.org/wiki/Exploratory_research

http://www.netbase.com/netnography-and-innovation/tupperware-netnography/

Website
www.google.com