1. Consumption Pattern of Mithai (Sweets)
Team : Gartner
Samir Saleem
Muhammad Suhaib
Umme Ammara
Zeeshan Valliani

2. Concept
Mithai has established itself as a symbol of social
event celebrations.
Eid, Divali, Navroz, Child birth,
Weddings, Promotion,
Victory etc

3. Problem Statement
 ‘Study the impact of Occasions and events on the
consumption pattern of Mithai.’

4. Research Objective
 Whether the consumption of mithai increases or not during
occasions
 Whether per person consumption rises during occasions
 To know whether people prefer mithai over other desserts/
sweets and confectionaries.
 Whether people associate mithai with the specific occasion
 Do people associate quality of mithai with the brand name

5. Proposition
The strong bond between traditions/customs/festivities and
MITHAI (sweets) has a huge positive impact on the
‘Consumption Pattern’ of Mithai.

6. Hypothesis
 Let ‘x’ be the (population) proportion of people who eat mithai (off-occasion).
 Ho’ : During social occasions and events, the proportion of people who eat mithai raises
by 80% or higher.
p >= 1.8 * x
 H1’ : During social occasions and events, the proportion of people who eat mithai
doesn’t raise by 80%.
p < 1.8 *x
• Let ‘y’ be the mean consumption of mithai per person (off-occasion).
• Ho’’ : During social occasions and events, the mean consumption of mithai per person
raises by 40% or higher.
u >= 1.4 * y (unit)
• H1’’ : During social occasions and events, the mean consumption of mithai per person
doesn’t raise by 40%
u < 1.4 * y (unit)

7. Research Methodology
 Research Design
Exploratory: Market Survey
Descriptive: Questionnaire
 Data Source
Primary Data: Personal Interviews and Questionnaire
Secondary Data: Census published by Government of Pakistan
 Research Approaches
Quantitative
 Research Instruments
Questionnaire, Personal interviews

8. Sampling Plan
 Population of Karachi  Sample size
21,142,625 Estd (2012) 236
Source: Census Bureau
 Sampling procedure
 Sampling Unit  Simple Random
Any one living in Karachi  Convenience Sampling
 Sampling Frame  Contact Method
Mithai shoppers of  Personal Visit to mithai
shops
Bahadurabad Gulshan and
 Questionnaire distribution
Gulistan-e-Johar, Friends &
Family, Colleagues  Online Survey form

9. Sample Size, Confidence Interval and
Margin of Error
The sample we gathered was n = 236, plugging it into the above system
we determined the margin of error i.e. E = 6.4%.
Taking Confidence interval of 95%.
http://www.surveysystem.com/sscalc.htm

10. Target Segments
 Age  Social Class
All Ages All
 Gender  Lifestyle
Male & Female Educated, Urban,
Traditional, Rural
 Occupation
Employed, Self
Employed and Retired
Demographics Psychographic

11. Target Segments (Cont’d)
 Benefits sought  Income
Convenience, Quality,
Availability, Taste etc. Lower, Middle and Upper
income groups
 Occasions
 Religious events (e.g. Eid,
Diwali, ramadan)
 Family events (e.g. Marriage,
Engagement, Birthdays, Child's
birth, New Home)
 Professional events (e.g.
Promotion)
 Other (e.g. Cricket team victory)
Behavioral Socio Economic

12. EXPLORATORY RESEARCH
Market Survey – As Pilot Study
Place
Bahadurabad Market
Occasion
Ramadan (first week) @ 4 pm
Respondents
Total Respondents : 20
Total Shops : 6

13. EXPLORATORY RESEARCH (Cont’d)
Summary
 Most customers, think purchase and consumption increase during
occasions and events
 Most customers, will buy mithai from the specific brand they like
 Most customers, buy mix mithai
 Most shopkeepers, think Biggest player is Dil Pasand
 Most customers, think Chocolates cannot compete with mithai
 Some customers, think that chocolate promotions does have small
impact on mithai market
 Customers On an average will buy 1.5Kg Mithai for 10 people.
 Most of the buyers, were male
 Many customers, think quality of Mithai matters
 Among the shops we visited, United King was the most crowded shop
with customers.
 Off-occasion: on-occasion frequency ratio is 1 : 3.5
 As per the shop keepers, most frequently customers purchase 1Kg Box

14. DESCRIPTIVE RESEARCH –
Questionnaire Design
Questionnaire covered following domains
 Geographic and Demographic
 Behavior and Psychology
 Consumption and Purchase
 Brand Loyalty
 Availability and Convenience
 Decision Making

15. DESCRIPTIVE RESEARCH - Analysis 1 -
Behavior
Over 90% people think mithai adds value
to social events and celebration.

16. DESCRIPTIVE RESEARCH - Analysis 2 –
Consumption Quantity
Probable per person consumption per
occasion = 165 gms
(using weighted avg of quantity for those
who consider number of people)

17. DESCRIPTIVE RESEARCH - Analysis 3 –
Purchase Frequency
Weighted Freq of Purchase Off-occasion
(per month) = 1.28

18. DESCRIPTIVE RESEARCH - Analysis 4 –
Purchase Frequency
Weighted Freq of Purchase On-occasion (per
month) = 2.95
Percentage Increase in purchase frequency
during occasions = 130.5
Hence, Percentage Increase in people who
consume mithai [Proves Hypothesis 1] = 130.5
[Considering every purchase is made for mutually
exclusive audience]

19. DESCRIPTIVE RESEARCH - Analysis 5 –
Consumption Frequency
Weighted Freq of Consumption Off-
occasion (per month) = 1.36

20. DESCRIPTIVE RESEARCH - Analysis 6 –
Consumption Frequency
Weighted Freq of Consumption On-occasion (per month) = 2.09
Increase in consumption during occasions (percentage increase) =
53.68
Consumption quantity per month: Off-occasion = 224.4
Consumption quantity per month: On-occasion = 344.85
Increase in consumption volume during occasions (percentage
increase) [Proves Hypothesis 2] = 53.68
Increases in consumption frequency and consumption volume are
directly proportional and rise with equal proportions keeping the
volume consumed per time constant

21. DESCRIPTIVE RESEARCH - Analysis 7 -
Consumption
No direct relation between income and
consumption
Mithai consumption is need/event based
and people with all income groups buy it
during occasions and events.

22. DESCRIPTIVE RESEARCH - Analysis 8 –
Market Share
United King, Dil Pasand, Rehmat-e-
Shereen and Dacca Hold majority of the
market share (%) = 59.35

23. DESCRIPTIVE RESEARCH - Analysis 9 –
Market Size (Volume, Value)
41% of the population of Karachi is the ‘market size by people’
i.e. (Total Population – Below 15 Population)*0.41
Market size by people = 21142625*0.41 = 8,668,476 people
Market size by people * weighted frequency of consumption
*quantity per consumption = market size by volume
Market size by Volume(per month on occasion) = 8668476 * 2.09 *
0.165 = 2,989,324 Kg/month
Market size by volume(Kg) * Avg Kg Cost = market size by value
Market size by Value (per month) = 2989324 * 500 =
1,494,662,000PKR i.e. approx. 150 Billion PKR Per month.

24. RISKS AND CONSTRAINTS
 A lot of sample units were selected based on
convenience, so there is high probability of
sampling-bias.
 The inferences developed from ‘urban sample’
have been generalized on rural population as well.
 The age group 36 and above lacks proper
representation in the sample.

25. Conclusion
 Hypothesis 1 holds true:
Ho’: p >= 1.8(x)
Where x is off-occasion population proportion of
consumers.
Population proportion increases by 130%
 Hypothesis 2 holds true;
Ho’’: u >= 1.4(y)
Where y is off-occasion mean consumption per consumer.
Mean per person consumption increases by 53%