Market Research Report

Market Research Report: Conclusions and Recommendations -COCA COLA

For this unit’s section of the Market Research Report, you will identify each of your hypotheses and discuss whether each is proven or disproven based upon your data analysis. Additionally, you will thoroughly discuss the results of your data analysis and the implications for this company. Include recommendations going forward. Your response for this unit should be a minimum of three pages, not including the title page, reference page, or appendix. References should include your textbook and a minimum of one additional credible reference.

UNIT VII MARKET RESEARCH REPORT: RESULTS

Market Research Report: Results

The following section provides the complete quantitative analysis of the usage of Coca-Cola on regular basis. The data has been collected from the primary source and focus has been established on constructive control. It is important to measure the effects of Coca-Cola and its consumption while considering the negative health effects. For consumers, Coca-Cola’s goal is to provide a more casual drink whereas, the health concerns are present for many people. It is important to collectively decide the usage of Coca Cola and then make sure of its consumer’s approach.

Hypotheses

H1: Coca-Cola is a healthy drink.

Ho: Coca-Cola is not a healthy drink.

H2: I recommend Coca-Cola.

Ho: I do not recommend Coca-Cola.

H3: I would like to see less sugar in Coca-Cola.

Ho: I would not like to see less sugar in Coca-Cola.

H4: I enjoy diet Coca-Cola.

Ho: I do not enjoy diet Coca-Cola.

Age Group

The age group that has been identified and response based are mainly under the category of 8-17 years. This provides that the respondents would be more of a younger age and they would define complete taste and health concerns accordingly. Age frequency would determine the need to understand and create a more effective relation in the analysis part. The Hypothesis as also been judged within the age group of 8-27. This covers the biggest region accordingly and described effective trend and opportunities.

*Regression Statistics*
Multiple R	0.856565082
R Square	0.733703739
Adjusted R Square	0.718909503
Standard Error	8.304639244
Observations	20

Hypothesis 1: Coca-Cola is not a healthy drink.

ANOVA
	df	SS	MS	F	Significance F
Regression	1	3420.343407	3420.343407	49.59388942	1.4329E-06
Residual	18	1241.406593	68.96703297
Total	19	4661.75
	*Coefficients*	*Standard Error*	*t Stat*	*P-value*	*Lower 95%*	*Upper 95%*	*Lower 95.0%*	*Upper 95.0%*
Intercept	57.2802	4.8470	11.8174	6.45	47.096	67.463	47.096	67.463
Is health a concern when drinking Coca-Cola?	-13.7087	1.9466	-7.04229	0.09	-17.798	-9.619	-17.798	-9.6190

The regression analysis proves that the Hypothesis is proven right and according to the consumers there are health concerns while drinking Coca-Cola. It is important to know this as important aspect because of consumers have started behaving according to their health concerns. The Anova and t statistics also proves the importance of results.

Hypothesis 2: I will recommend Coca-Cola to others.

*Regression Statistics*
Multiple R	0.17509226
R Square	0.0306573
Adjusted R Square	-0.023195073
Standard Error	15.84444055
Observations	20
ANOVA
	df	SS	MS	F	Significance F
Regression	1	142.9166667	142.9166667	0.569284107	0.460301681
Residual	18	4518.833333	251.0462963
Total	19	4661.75

	*Coefficients*	*Standard Error*	*t Stat*	*P-value*	*Lower 95%*	*Upper 95%*	*Lower 95.0%*	*Upper 95.0%*
Intercept	18.166	10.65685519	1.70469302	0.105450787	-4.222555289	40.55588862	-4.222555289	40.55588862
Would you recommend Coca-Cola	5.8333	7.731295344	0.754509183	0.045	-10.40951545	22.07618212	-10.40951545	22.07618212

The hypothesis has been proven right again. The customers think that they would recommend Coca-Cola to other people. The health benefits have been taken to another side with the effect of recommending Coca-Cola to others. It is important to notice this fact and make it happen accordingly.

Hypothesis 3: I would like to see less sugar in Coca-Cola.

The importance of this hypothesis can be realized from the fact that Coca-Cola is a multinational brand and it operates around the different customer markets. The usage and utilization of Sugar is important to consider the growing opportunity within a limited extent.

*Regression Statistics*
Multiple R	0.742385129
R Square	0.55113568
Adjusted R Square	0.526198773
Standard Error	10.78191192
Observations	20

ANOVA
	df	SS	MS	F	Significance F
Regression	1	2569.256757	2569.256757	22.10120476	0.000177985
Residual	18	2092.493243	116.2496246
Total	19	4661.75

	*Coefficients*	*Standard Error*	*t Stat*	*P-value*	*Lower 95%*	*Upper 95%*	*Lower 95.0%*	*Upper 95.0%*
Intercept	55.60714286	5.36223171	10.3701492	5.0900921	44.34151207	66.87277364	44.34151207	66.87277364
Would you like to see less sugar in Coca-Cola?	-14.92857143	2.473413049	-6.035616023	1.04410478	-20.12501942	-9.73212344	-20.12501942	-9.73212344

The hypothesis for seeing less sugar in Coca-Cola has been rejected by the consumers because people do not prefer their health and its benefits over taste. It is important to analyze the effect of health on the complete structure and formula of coke and this does not support the right argument for the consumers.

Hypothesis 4: I enjoy diet Coca-Cola!

The diet Coca-Cola is considered as the less sugar drink for the diabetic and sugar patients. This develops a concern for the customers to address the demands of their customers.

*Regression Statistics*
Multiple R	0.742385129
R Square	0.55113568
Adjusted R Square	0.526198773
Standard Error	10.78191192
Observations	20

ANOVA
	df	SS	MS	F	Significance F
Regression	1	2569.256757	2569.256757	22.10120476	0.000177985
Residual	18	2092.493243	116.2496246
Total	19	4661.75

	*Coefficients*	*Standard Error*	*t Stat*	*P-value*	*Lower 95%*	*Upper 95%*	*Lower 95.0%*	*Upper 95.0%*
Intercept	57.37162162	7.145318634	8.029260074	2.32646E-07	42.35986422	72.38337902	42.35986422	72.38337902
Do you enjoy Diet Coca-Cola?	-13.17567568	2.80262455	-4.701191844	0.17798	-19.06377136	-7.287579989	-19.06377136	-7.287579989

The customers and respondents have declined the hypothesis and they do not like diet Coca-Cola because of how it represents the taste. The results show that the crucial understanding is required to meet the criteria for the diet coca cola and users are not fairly bent towards its.

Conclusion

The hypothesis and the research concerns have been fulfilled according to the data provided by respondents. The users do care about their health concerns while having Coca-Cola, but they are very limited towards minimizing that risk. This creates a negative side and approach that does not help the customers for right market segments. The analysis section provides the quantitative support that Coca-Cola is overall not good for your health, but customers are not doing enough to prevent the negative sides of it.

References

Babin, B. J., & Zikmund, W. G. (2016). Essentials of marketing research (6th ed.). Cengage. https://online.vitalsource.com/#/books/9781305688094

U.S. Small Business Administration. (2020) Market Research and Competitive Analysis Retrieved from https://www.sba.gov/business-guide/plan-your-business/market-research-competitive-analysis

Age frequency

8 – 17 years 18 – 27 years 28 – 37 years 38 – 47 years 48 – 57 years 9 4 2 2 3

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