Report on

A STUDY ON UNDERSTANDING WHAT DRIVES THE MARKETING MIX FOR

PAPER STRAWS

By
Mr. Sanjay Balan S
(Reg. No 9517202351128)
I MBA – C Section

23BA252 – RESEARCH METHODOLOGY LABORATORY

Mepco School of Management Studies

Mepco Schlenk Engineering College

(Autonomous)
Sivakasi, Tamil Nadu

April 2024

1
 Mepco Schlenk Engineering College, (Autonomous)

Mepco School of Management Studies

23BA252 – Research Methodology Laboratory

April– 2024

Bonafide Certificate

Certified that this project report titled " A Study on Understanding What Drives the
Marketing Mix for Paper Straws " is the bonafide work of Mr. Sanjay Balan S who carried
out the research under my supervision. Certified further, that to the best of my knowledge, the
work reported herein does not form part of any other project report or dissertation on the basis
of which a degree or award was conferred on an earlier occasion on this or any other candidate.

K. Kannan
Staff-in-charge

Date:

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 CONTENTS
CHAPTER TOPIC PAGE No.
1 CHAPTER I
1.1 Company Profile & Industry Profile
1.2 Review of Literature
1.3 Objectives
1.4 Research Methodology
1.4.1Research Design
1.4.2 Nature Of Data
1.4.3 Sampling Strategy
1.4.4 Data Collection Methods
1.4.5 Variables and Measures
1.4.6 Data Analysis
1.4.7 Ethical Considerations
1.4.8 Research Limitations
1.4.9 Research Timeline
1.4.10 Research Outputs
2 CHAPTER II
2.1 Demography of the Respondents
2.1.1 Age-Wise Classification
2.1.2 Gender Wise Classification
2.1.3 Location Wise Classification
2.1.4 Education Qualification
2.1.5 Monthly Income
2.2 Weighted Average Analysis for Factorial Information
2.2.1 Product
2.2.2 Price
2.2.3 Place
2.2.4 Promotion
2.3 Correlation Analysis:
2.4 Chi-Square Analysis
2.4.1 Product
2.4.2 Price
2.4.3 Place
2.4.4 Promotion
3 CHAPTER III

3.1 Summary of Findings

3.2 Conclusion
APPENDIX
Questionnaire

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 CHAPTER I
Company Profile & Industry Profile:
AAM Paper Straws

Founder: Ahmed Abbas Muthana

Founded:2019
Headquarters: Baghdad, Iraq
Commercial Manager: Sugumar
No of Employees: 20-50
Annual turnover: Rs.0.5 to 2.5 crore Approx.
Popular Products :
• Biodegradable Paper Straws in various colors and designs.
• Customized logo-printed paper straws for businesses and events.
• Jumbo paper straws for thicker beverages like smoothies and milkshakes.
• Wrapped paper straws for hygienic purposes in hospitality settings.
• Specialized paper straws with bendable or spoon-shaped designs for unique
drink experiences

Established in 2019, AAM Paper Straws is a leading provider of eco-friendly

packaging solutions. Specializing in high-quality paper straws, we offer a sustainable alternative
to plastic, ensuring durability and safety through rigorous testing. Collaborating with clients in
the hospitality, food and beverage, and retail sectors, we tailor solutions to meet their
sustainability objectives. Committed to environmental advocacy, we strive to raise awareness
about the importance of reducing plastic waste. Choose AAM Paper Straws for superior quality,
eco-consciousness, and a commitment to a cleaner planet.

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Amaya Paper Products

Founder: Sarah Wallace

Founded:2009
Headquarters: Noida, India
Director: Vijay Baliyan
No of Employees: 11 to 25
Annual turnover: Rs 5-10 crore
Popular Products: Paper straw (11)

Paper straw offered by Amaya Length Price

Paper Drinking Straw 8 inch Rs 30/-
Dot Printed Paper Straw 9.5 inch Rs 30/-
Green Colour Paper Straw 8.5 inch Rs 30/-
Black Colour Paper Straw 9.5 inch Rs 30/-
Biodegradable White Paper Straw 10 inch Rs 50/-
EZ Biodegradable Disposable Paper Straw 8 inch Rs 20/-
10mm White Paper straw 8.5 inch Rs 35/-
Paper Straws for Tetrapack Pattern Plain Rs 0.24/-
U bend the paper straw Pattern striped Rs 0.44/-
Bubble tea paper straws 12mm 8 inch Rs 0.7/-

Amaya Paper Straw Products Company is a pioneering enterprise dedicated to providing

sustainable alternatives to traditional plastic straws. With a firm commitment to environmental

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responsibility, we specialize in the production and distribution of high-quality paper straws,
offering a durable and eco-friendly solution for businesses and individuals worldwide.

At Amaya Paper Straw Products Company, we understand the pressing need to reduce
plastic waste and minimize environmental impact. Our mission is to offer practical alternatives
that not only meet consumer needs but also contribute to a healthier planet. By harnessing the
versatility of paper as a renewable resource, we aim to revolutionize the way people enjoy
beverages while safeguarding our natural surroundings.

Swasthik Ecopaper Creation

Founder: K.V. Sathyanarayana

Founded:2018
Headquarters: Chennai, Tamilnadu
Company CEO: Roshan S. Chandak
No of Employees: Upto 10
Annual turnover: Upto Rs 50 Lakh
Popular Products: Paper straw (11), Disposable straw(11)

Paper Straw Offered By Swasthik Length Price

Wrapped Paper straw 20cm Rs 0.45/-
Eco-Friendly Plain Paper Straw 8 inch Rs 0.80/-

Plain Kraft Paper straw 20cm Rs 0.60/-

Juice Drinking Paper Straw 20cm Rs 0.60/-

Disposable Paper Straw 8 inch Rs 0.25/-

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 Colour Paper Wrapped Straw 20cm Rs 0.60/-
Striped paper straw 20cm Rs 0.50/-

Swasthik Ecopaper Creation Company is a forward-thinking enterprise dedicated to

revolutionizing the paper industry through innovation, sustainability, and environmental
consciousness. With a firm commitment to reducing the ecological footprint of paper
production, we specialize in creating high-quality eco-friendly paper products that cater to
diverse needs and industries.

At Swastik Ecopaper Creation Company, we recognize the urgent need to address

environmental challenges such as deforestation, pollution, and climate change. Our mission is
to offer sustainable alternatives that not only preserve natural resources but also promote a
greener and healthier planet. By harnessing cutting-edge technologies and embracing eco-
friendly practices, we strive to redefine the paper manufacturing process while prioritizing
environmental stewardship
Arttek Enviro

Founder: Gowtham GS
Founded:2013
Headquarters: Bengaluru, Karnataka
Company CEO: Raj Murali
No of Employees: Upto 10
Annual turnover: Rs 5-10 Crore
Popular Products: Paper Straw (10), Drinking straw (10), Eco-Friendly Drinking straw
(2), Drinking straw and Wrapped straw (1)

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 Paper Straw offered by Arttek size
Charcoal Black Paper straw 9mm
Earth Friendly Paper straw 10mm
Bubble Tea Paper Straw 12mm
Disposable paper Drinking Straw 10mm

Party drinking paper Straw 10mm

Individually Wrapped Paper straw 12mm

Arttek Enviro Paper Straw Company is a pioneering venture committed to providing sustainable
alternatives to conventional plastic straws. With a focus on innovation, quality, and
environmental stewardship, we specialize in the design and manufacture of premium eco-
friendly paper straws that offer a guilt-free sipping experience.

At Arttek Enviro Paper Straw Company, we understand the pressing need to address the global
plastic pollution crisis. Our mission is to offer practical solutions that reduce single-use plastic
waste while promoting sustainability and eco-conscious living. By harnessing the versatility of
paper as a renewable resource, we aim to revolutionize the way people enjoy beverages while
safeguarding the planet for future generations.
Eco Throb:
Eco-Throb was launched in 2019 by three close friends, as business partners, and it's
gone from supplying friends and family to businesses all over Tamil Nadu. A firm that is the
first eco-friendly firm in the town of Sivakasi.
Eco-Healthy and Eco-friendly
Paper straws at Eco-Throb are served with high-quality ingredients in terms of both
aspects, of consume as well as protect the environment. That is why we call it ECO Healthy.
Make in India
While most companies fabricate paper straws in China, All the paper straws at Eco-
Throb, are made In India. The process followed while making Paper straws at Eco-Throb is
altogether organic.

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Don’t forget to check the label! Whenever you purchase paper straw from Eco-Throb it says
make in India.
Non-hazardous
Paper straws are completely made in India. The elements used are non-toxic, BPA-free- free
and elemental chlorine-free. The paper used to make straws is extracted from high-quality
wood. The inks used are also derived from harmless elements. Methods and practices applied
to make the end product are environmentally friendly and do not harm the quality of the
product.
High Quality
Paper straws are prepared from apex-quality virgin paper extracted from wood. The
constituents used while making and in the end product are harmless to the human body. The
Inks used to color the straws are safe and edible. Tested to be safe when coming in contact
with other drinks and liquid products.
Long Lasting
Paper straw is made out of high-quality Wood, which is carved out of sustainable forest. The
composition used to make paper straws are all by-products of the earth. Paper straws are long-
lasting and can be reused. They don’t leak or squeeze after a couple of uses. They are also
antibacterial which makes them strong and wholesome.
Bio-Degradable
Plastic straws are a threat to the environment and its organisms. Paper straw ingredients used
by Eco-Throb are wholly derived from the environment and so are environment-friendly and
given back to nature. Eco-Throb's durable straws reduce contamination of the environment.
They decompose in a short period without harming the land or marine environment.
Recyclable
Paper straws can be recycled after their usage. Their elements can support the formation of
other environment-friendly things.
Our Collections
Eco-Throb offers you straws in sublime designs e.g. printed with strips or shapes of various
sizes, plain straws that are single-colored and look very sophisticated when served. You can
even customize straws according to your brand’s logo or identity. All the straws whether it’s
printed, plain, or customized make an unforgettable and rich impression on your audience.

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Check out our Gallery for some amazing designs.
Eco Throb Philosophy
• Move the heart and touch the soul.
Eco Throb Vision

• Spread the smiles.

• Feel the vibes.
• Share the passion.
• Eco Throb engages you anytime, anywhere.

Functional Area

• Production
• Marketing
• Finance
• Human Resource

Review of Literature:

Arjun Chaudhuri & Morris B. Holbrook1 (2001) in their article, “The Chain of Effects
from Market Performance” This study investigates the roles of purchase loyalty and
attitudinal loyalty in the relationship between brand trust, brand effect, and brand
performance. Utilizing unity of analysis and independent measurement methodologies,
findings reveal that brand trust and affect significantly impact both types of loyalty.
Moreover, purchase loyalty contributes to increased market share, while attitudinal loyalty
influences higher relative pricing. Managerial implications are discussed based on these
insights.

Jonna Holland, and Stacey Menze Banker2 (2001) In their article “Customer
Participation in Marketing Activities” This article explore the development of an e-
business marketing model that capitalizes on customer participation and the likely
consequences of such efforts, principally site brand loyalty. The purpose of the study is
traditional marketing channels have either facilitated product or information flows, but what
is emerging over the internet is an integrated channel of interaction. When customers desire

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this sort of participation in creating an e-business brand, it seems brand loyalty will also be
fostered.

Desmond Lam3 (2007) “Cultural influence on proneness to Market Condition” While

there have been numerous studies on the impact of culture on the marketing mixes; few
researchers have examined the influences of cultural values on individuals' proneness to
brand loyalty. Using Hofstadter’s cultural dimensions, this study empirically examined
cultural effects on individuals' reported proneness to brand loyalty. The study found that
people who scored high in individualismand uncertainty avoidance have greater proneness
to brand loyalty. The implications of these findings on marketing are discussed.

Ike Elechi Ogba and Zhenzhen tan4 (2009) In their article “ Exploring the impact of
brand image and customer loyalty” the purpose of the study is to the relevance of the
brand image to the success of market offering as indications suggest that a good brand image
can enhance customer experience and satisfaction. The methodology is a quantitative
approach and exploratory factor analysis and ANOVA and correlation analysis for scale
suitability. The finding of the study is behavioral analysis shows that brand image has a
positive impact on customer expression of loyalty. Junjun Mao5 (2010) In the article “Market
Effectiveness” This study delineates four types of consumer loyalty: Captive customers,
Convenience-seekers, Content consumers, and Committed individuals, each exhibiting distinct
behaviors and attitudes toward brands. It emphasizes the pivotal role of brand image in fostering
customer loyalty, aiding businessmen in comprehending consumer faith and effectively building and
maintaining customer reliability to overcome challenges in the competitive market landscape.

Ayesha Anwar, Amir Gulzar, Fahid Bin Sohail, Salman Naeem Akram6(5), 7379,
(2011) In their article “Impact of Marketing Strategies” The study is focused on
identifying the impact of brand image, brand trust, and brand effect on brand extension
attitude. Further, it investigates if brand loyalty mediates the relationship between brand
image, and trust, and affects consumer brand extension attitude. The data was collected from
200 female respondents and analyzed through correlation, regression, and the Sobel test.
Results revealed that brand image, trust, and effect are positively associated with the brand
extension attitude. Further, it isfound that brand loyalty mediates the relationship between
brand image, and trust and affects brand extension attitude.

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Irem Eren Erdogmus, and Mesut Kick7 (2012) In their article “The impact of social
media marketing” Building and maintaining brand loyalty are some of the central themes
of research for marketers for a very long time. Marketers have utilized various means to
maintain the brand loyalty of their customers. The methodology was to collect data through
the structured questionnaire and follow at least one brand on social media platforms. The
purpose of the study was to understand the effect of social marketing on brand loyalty
formation from the perspective of the consumers.

Teena Bagga, and Manas Bhatt8 (2013) In their article “A study of intrinsic and extrinsic
factors influencing Marketing Practices” The study emphasize the internet's significance
in contemporary business and aim to elucidate the relationship between online consumer
behavior and satisfaction. It develops a hypothesized model and assesses its reliability using
Cronbach’s alpha on Likert scale data. Findings offer insights into effective Internet
marketing tools and facilitate a deeper comprehension of online consumer behavior, distinct
from traditional consumer behavior, across multiple dimensions.

Ahmed I. Moolla1 and Christo A. Bisschoff9 (2013) In their article “An Empirical Model
That Measures of Fast-moving Consumer Goods” According to the author the
organizations have also recognized the importance of brand loyalty in their completive
strategy and as a tool to retain their customer base. Resultantly, a strong need for knowledge
and research on brand loyalty was realized, especially how to accurately measure brand
loyalty and apply these results as managerial tools in formulating competitive strategies. The
purpose of the study is influence and dimension of brand loyalty. In the research, an
exploratory perspective was taken to first examine a broad range of survey-based loyalty
influences and then reduce the influences in designing the measured.

Safeena Yaseen and Ibtesam Mazahir10 (2016) In their article “Impact of corporate
creditability, brand image intention in the communication sector” this study intends to
measure the impact of corporate credibility, brand image, brand awareness, and brand
loyalty on the customers’ purchase intentions of in the telecommunication industry. The

12
strength and the extent of the relationship between two variables are measured through
correlation analysis. The results of this study will assist marketing professionals to consider
and enhance the predictors of purchase intention through systemized strategies. The
academic scholars in lightof this study can further debate on testing corporate credibility,
brand awareness, brand image, and brand loyalty in a singular conceptual framework.

Birgit Andrine Apenes Solem11 (2016) In their article “Influences of customer

participation and customer brand engagement on brand loyalty” The purpose of the
study is to investigate the short and long-term effects of customer participation on brand
loyalty, through brand satisfaction. Participation effects were also examined among social
media-using customers with the additional explanatory factor of brand engagement. The use
of co-relational survey data in Study 1 precluded causality prediction; future studies should
examine customer participation effects using small-scale experiments in an online panel
context.

Apostolos N. Giovanisa, Pinelopi Athanasopouloub12(2016) In their article “Consumer-

brand relationships and brand loyalty in technology-mediated services” his study
constructs and tests a model to explore the impact of brand trust, satisfaction, and
commitment on brand loyalty in the broadband services market. It underscores the
significance of nurturing strong brand relationships as a strategic marketing approach.
Future research could benefit from random sampling to ensure greater population
representation.

AC Karunaratna, PAP Kumara13 (2018) In their article “Determinants of customer

Mentality” This review of literature on customer Mentality focused on synthesizing the
determinants of customer Mentality in an integral view, to illustrate how the determinants
influence customer Mentality. The review focused on seven key determinants of customer
Mentality: customer satisfaction, perceived value, trust, corporate image, service quality,
loyalty program, and switching costs. The direct and indirect relationships among the
determinants also accentuated that the influences had mediating roles. An integral
framework of determinants of customer loyalty was presented illustrating the nature of
relationships to create a solid foundation of knowledge.

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Anja Ckeplumeyer, Daniel Boger, Reinhold dyer14 (2021) In theirarticle “Systematic
review, practical guidelines and future research directions” Empirical studies focusing
on brand image reveal a large number of techniques for measuring brand image. Measuring
and understanding brand image is crucial for both branding research and practice. They were
offering recommendations for measuring brand image through a roadmap and suggesting
directions for future research.

Michael Adu Kwarteng1, Miloslava Chovancova1, and Michal Pizassaslik15 (2020) In

their article “The impact of social media on Marketing Conditions” This study delved
into the concept of social media-based brand communities, highlighting their impact on
consumer trust and brand relationships. It underscores the significant role of social media as
a moderating factor in shaping consumer perceptions and attitudes toward purchasing
decisions. Additionally, findings indicate that increased time spent on social media
platforms correlates with stronger consumer-brand relationships.

JM Becker, D Proksch, CM Ringle16 (2022) In the Article “Revisiting Gaussian copulas

to handle endogenous regressors” This research addresses the applicability of the
Gaussian copula approach in regression models with intercept and multilevel models, which
are commonly used in marketing and other disciplines. Simulation studies reveal biases and
concerns about statistical power, highlighting the need for boundary conditions and
guidelines to ensure the proper use and validity of empirical research findings.

T Bänziger, KR Scherer17 (2005) In this Article “The role of intonation in emotional

expressions” This article delves into the relationship between emotions and intonation
patterns, particularly focusing on F0 (pitch) contours. While some researchers suggest that
distinct intonation patterns correspond to specific emotions, others argue for a more
continuous influence of emotions on F0 and vocal aspects. The article introduces a new
coding system to evaluate F0 contours in emotional portrayals, aiming to contribute to a
deeper understanding of this complex relationship.

Giovanni Luca Cascio Rizzo, Francisco Villarroel Ordenes, Rumen Pozharliev, Matteo
De Angelis, Michele Costabile18 (2008) In this Article “How High-Arousal Language
Shapes Micro- Versus Macro-Influencers’ Impact” This article examines the impact of

14
high-arousal language in sponsored posts by micro- and macro-influencers on Instagram and
TikTok. Through a multimethod approach, it finds that such language enhances engagement
for micro-influencers but diminishes it for macro-influencers, potentially due to perceived
trustworthiness. However, macro-influencers can mitigate this effect by providing balanced
assessments or indicating informative rather than commercial intent, offering valuable
insights for content creation.

Xian Gu, Xiaoxi Zhang, and P.K. Kannan19 (2023) In the Article “Influencer Mix
Strategies in Livestream Commerce: Impact on Product Sales” Influencer marketing is
evolving with livestream commerce, blending live video streaming and e-commerce. The
research examines optimal influencer strategies: single big influencers, multiple small ones,
or a mix. Findings show a negative interaction effect between big and small influencers due
to trust issues and substitution effects. Big influencers reach wider audiences, while small
ones boost conversion rates, shaping effective influencer mix strategies.

Ahmed Majeed Hameed20 (2022) In the Article “Strategic Behavior and its Impact on
Lean Marketing Practices” The research investigates how hotel administrations can align
guest expectations with service levels through proactive strategies, employing lean
marketing principles. The study, conducted in five prominent Baghdad hotels, reveals that
adopting lean marketing approaches can enhance organizational efficiency and creativity,
reducing waste and improving resource utilization. Recommendations include identifying
areas of waste and focusing on value-adding marketing activities to achieve international
standards.

Pooja Deshmukha & Harshal TareaIn21 (2023) In the Article “Green marketing and corporate
social responsibility: A review of business practices” This review explores the relationship
between green marketing and corporate social responsibility (CSR), stressing the importance
of ethical and sustainable business practices. It discusses challenges such as greenwashing
and advocates for transparency and a balance between business objectives and sustainability
goals. The study also highlights the influence of government regulations and incentives,
urging further research and collaboration to advance green marketing and CSR practices for
a more sustainable world.

15
Dr. M. Sumathy, Bharathi. M, Shalini.V22 (2023) In the Article “A Study on Practices
of the Green Marketing Adopted by Multispecialty” This study explores green marketing
practices in hospitals in Coimbatore District, highlighting benefits such as reduced
environmental impact, lower costs, and improved patient well-being. It underscores the
importance of eco-friendly products in conserving resources and promoting sustainability.
By advocating for green marketing in healthcare, the research aims to enhance the
understanding and implementation of sustainable practices to address environmental
challenges effectively.

Linus Osuagwu23 (2023) In the Article “Green Marketing: Conceptualizations, Managerial

Practices, Challenges, and Research Agenda” Green marketing addresses concerns about
resource inefficiency, waste management, and environmental impacts of business practices.
It focuses on reducing environmental harm in product design, production, packaging,
promotion, and distribution. This paper outlines green marketing practices, and challenges,
and proposes research directions. It aims to investigate the construct across various
organizational and environmental contexts to advance understanding and implementation.

M Bilal Akbar, Liz Foote, and Alison Lawson24 (2023) In the Article “Conceptualizing,
Embracing, and Measuring Failure in Social Marketing Practice” This study addresses
the gap in understanding failure in social marketing practice through qualitative surveys with
experts. Four themes emerged: target behavior non-achievement, measurement tactics,
process failures, and failures reframed as lessons. A conceptual framework highlights the
need for acknowledging and learning from failures to enhance social marketing
effectiveness. The study recommends a reflexive approach to address internal and external
factors influencing failures.

Tamiru L and Abirham C25 (2022) In the Article “Processed Wood Products Trade in
Ethiopia; In Case of Paper and Paper Products Trade” This study examines the import-
export trends of paper and paper products in Ethiopia from 1997 to 2016. Data analysis
reveals an annual average expenditure of US$29.85 million on imports, with quantities
growing by 8.7% yearly. Despite exports, Ethiopia faces a trade deficit, spending more on
imports than earnings from exports.

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1.4 Research Methodology:
1.4.1Research Design:
This study will employ a descriptive approach, and quantitative research methods to provide a
comprehensive understanding of the marketing mix dynamics for paper straws.
1.4.2 Nature Of Data:
• Primary Data
• Secondary Data

Primary Data:
The information required for this research was collected from the respondents, using a
Structured Questionnaire through Google form. The Questionnaire contains 5-point scale
questions and demographic questions.
Secondary data:
Secondary data for this research was obtained from journals, literature, and various websites.
1.4.3 Sampling Strategy:
Quantitative Phase: Probability sampling will be employed to select a representative sample of
consumers across different demographics and geographical locations.
1.4.4 Data Collection Methods:
Quantitative Method: Online surveys will be administered to consumers to collect data on their
perceptions, attitudes, and behaviors related to paper straw usage, as well as their responses to
various marketing mix elements.
1.4.5 Variables and Measures:
Independent Variables: Product attributes, pricing strategies, distribution channels, promotional
activities.
Dependent Variables: Consumer preferences, purchase intentions, brand loyalty, market share.
Control Variables: Demographic factors (age, gender, income), environmental awareness, past
experiences with paper straws.
1.4.6 Data Analysis:
Quantitative Analysis: Descriptive statistics, Weighted Average correlation analysis, and Chi-
Square analysis will be conducted to examine the relationships between marketing mix factors
and consumer outcomes.
1.4.7 Ethical Considerations:

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Informed consent will be obtained from all participants. Confidentiality and anonymity of
respondents will be ensured. The study will adhere to ethical guidelines and regulations
governing research involving human subjects.
1.4.8 Research Limitations:
Generalizability may be limited due to the specific focus on paper straw marketing mix
dynamics. Bias may exist in self-reported data from surveys. External factors such as market
trends and regulatory changes may influence study findings.
1.4.9 Research Timeline:
The research process is expected to span two months, including literature review, data
collection, analysis, and report writing.
1.4.10 Research Outputs:
Research findings will be disseminated through academic publications, conference
presentations, and industry reports, with recommendations for marketers and policymakers.
This research design and methodology aim to provide valuable insights into the factors shaping
the marketing mix for paper straws and their implications for businesses and consumers.
Tools used for analysis:
• Pie Charts
• Weighted Average with Ranking
• Correlation
• Chi-Square
Objectives of the Study:

✓ To Assess product features and attributes to understand customer preferences.

✓ To Evaluate relationships with Promotion and Product to ensure effective partnerships.

✓ To Communicate product benefits and features to target audiences.

✓ To Optimize distribution network to improve efficiency and reduce costs.

✓ To Evaluate product quality, design, and packaging to identify areas for improvement.

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 CHAPTER II
2.1.1 AGE-WISE CLASSIFICATION
As Age is an important element of the study, the Age age-wise classification of
the customersis given below.
Table 2.1.1 Age Classification
S.NO Age variance Frequency Percentage
1. 21-30 46 38
2. 31-40 47 39
3. 41-120 25 21
4. More than 51 2 2
Total 120 100
Source: Primary Data
It is inferred from that, among 120 customers, the Majority 39% (47) of customers are
between 31-40, 38% (46) of the customers are between 21-30, 21% (25) of the customers are
between41-120 and the rest of the customers are more than 51.
The details can be exhibited
Figure 2.1.1

Age Classification
2%

21%
38% 20-30
31-40
41-50
More than 51

39%

It is contingent that the majority of the customers are between 31-40 Age Limits.
2.1.2 GENDER WISE CLASSIFICATION
As Gender is an important element of the study, the Gender Wise Classification of
the customers is given below.
Table 2.1.2 Gender Wise Classification

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 S.NO Gender Frequency Percentage

1. Male 114 95

2. Female 06 5

Total 120 100

Source: Primary data

It is inferred from that, Among 120 customers, the Majority 54% (27) of the
customers are Female and the rest 46% (12) of them are Male.
The details can be exhibited
Figure 2.1.2
Gender Classification

5%

Male
Female

95%

It is contingent that the majority of the customers are Male.

2.1.3 LOCATION WISE CLASSIFICATION
As Location plays a predominant role in this study, the location-wise classification of
the customers is given below.

Table 2.1.3 Gender Wise Classification

S.NO Gender Frequency Percentage
1. Kerala 31 26
2. Tamil Nadu 89 74
Total 120 100
Source: Primary Data

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 It is inferred that, among 120 customers, the Majority 74% (89) of the customers belong
to the State of Tamil Nadu, and the rest of the customers 23% (31) are from the state of Kerala.
The details can be exhibited

Figure 2.1.3

Location Wise Classification

26%

Kerala
Tamil Nadu

74%

It is contingent that the majority of the customers belong to Tamil Nadu.

2.1.4 EDUCATION QUALIFICATION

Education Qualification is an important element of the study, the education

qualifications of the customers are given below.

Table 2.1.4 Education Qualification

S.NO Education Qualification Frequency Percentage
1. Un-educated 1 1
2. SSLC 2 2
3. HSC 2 2
4. Under Graduate 16 13
5. Post Graduate 99 82
Total 120 100
Source: Primary Data

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 It is inferred from that, among 120 customers, the Majority 82% (99) of the customers
have completed Post Graduate degrees 13% (16) of the customers are Under Graduate degrees
2% (2) of the customers have completed HSC, and SSLC and 1% (1) of the customers are Un-
educated persons.
The details can be exhibited
Figure 2.1.4

Education Qualification
2% 2%
1%

13%
Un-educated
SSLC
HSC
Under Graduate
Post Graduate
82%

It is contingent that the majority of the customers have completed their Post Graduation.

2.1.5 MONTHLY INCOME

As Monthly Income is an important element of the study, the Monthly Income of

thecustomers is given below.

Table 2.1.5 Monthly Income

S.NO Monthly Income Frequency Percentage

1. Below Rs.10000 10 8

2. Rs.10000 – 20000 20 17

3. Rs.20000 – 30000 58 48

4. More than Rs.30000 32 27

Total 120 100

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Source: Primary Data
It is inferred from that, among 120 customers, the Majority 48% (58) of the customers earn
Rs.20000-30000, 27% (32) of them earn More than Rs.30000, 17% (20) of them earn Rs.10000
-20000,8% (10) of them earns below Rs.10000.
The details can be exhibited

Figure 2.1.5

Monthy Income

8%

27%
17% Below Rs.10000
Rs.10000-20000
Rs.20000-30000
More than Rs.30000

48%

It is contingent that the majority of the customers are earned Rs.10000-Rs.112000.

2.2 Weighted Average Analysis for Factorial Information
𝑋̅ w = ∑WX/∑W
∑W = Total Weights = 15(1+2+3+4+5)
2.2.1 Product

Table 2.2.1 Factors Measured by Product

Factors SA A N DA SDA Total

How satisfied are you with the
current features and attributes of 35 62 16 6 1 120
our products?
How do you believe our
products meet your needs and 56 33 21 6 3 120
preferences?
To what extent do you find our
product design innovative and 51 47 20 1 1 120
appealing?

23
 How would you rate the clarity
and accuracy of information 52 41 20 3 4 120
provided about our products?
How likely are you to
recommend our products to 42 51 24 2 1 120
others based on your overall
satisfaction?
Source: Primary Date

Table 2.2.1 Weighted Average Analysis for Product

Factors 5*NR 4*NR 3*NR 2*NR 1*NR ∑WX 𝑋̅ w Rank

How satisfied are you with the 175 248 48 12 1 484 32.2 V
current features and attributes
of our products?
How do you believe our 280 132 63 12 3 490 32.6 IV
products meet your needs and
preferences?
To what extent do you find our 255 188 60 2 1 506 33.7 I
product design innovative and
appealing?
How would you rate the clarity 260 164 60 6 4 494 32.9 II
and accuracy of information
provided about our products?
How likely are you to 210 204 72 6 1 493 32.8 III
recommend our products to
others based on your overall
satisfaction?
*NR =Number of Respondents

It is inferred that our product design innovative and appealing has secured the First
Rank, Clarity, and accuracy have secured the Second Rank, recommending our products to
others has secured the Third Rank, belief our products meet your needs and preferences has
secured the fourth rank, current features, attributes of our products have secured Fifth Rank.

24
2.2.2 Price
Table 2.2.2 Factors Measured by Price

Factors SA A N DA SDA Total

How is your perception of the value 49 45 17 7 2 120

for money of our products
How competitive do you find our 41 53 19 3 4 120
pricing compared to similar products
in the market?
How transparent do you perceive our 42 50 21 4 3 120
pricing information?
How is your likelihood of making a 51 51 13 4 1 120
purchase based on promotional
pricing offers
How satisfied are you with the 49 46 17 5 3 120
flexibility of our pricing options?
Source: Primary data

Table 2.2.2 Weighted Average Analysis for Price

Factors 5*NR 4*NR 3*NR 2*NR 1*NR ∑WX 𝑋̅ w Rank

How is your perception of the 245 180 51 14 2 492 32.8 III
value for money of our products
How competitive do you find
205 212 57 6 4 484 32.3 IV
our pricing compared to similar
products in the market?
How transparent do you
210 200 63 8 3 484 32.3 IV
perceive our pricing
information?
How is your likelihood of
255 204 39 8 1 507 33.8 I
making a purchase based on
promotional pricing offers
How satisfied are you with the
245 184 51 10 3 493 32.9 II
flexibility of our pricing
options?
*NR = Number of Respondents

It is inferred that the likelihood of making a purchase based on pricing offers has
secured First Rank, the flexibility of our pricing options has secured Second Rank perception
of our products has secured Third Rank, other two aspects have secured Fourth Rank.

25
2.2.3 Place
Table 2.2.3 Factors Measured by Place
Factors SA A N DA SDA Total

How easily accessible do you find 49 56 10 3 2 120

our products in the locations you
typically shop?
How are you satisfied with the 47 52 17 2 2 120
variety of distribution channels
available for our products?
How would you rate the 45 53 17 1 4 120
convenience of the current
distribution channels for purchasing
our products?
To what extent do you feel our 45 53 13 8 1 120
products are available where and
when you need them?
How satisfied are you with the 49 50 17 3 1 120
support and service provided by our
distributors and retailers?
Source: Primary Data

Table 2.2.3 Weighted Average Analyses for Place

Factors 5*NR 4*NR 3*NR 2*NR 1*NR ∑WX 𝑋̅ w Rank

How easily accessible do you find 245 224 30 6 2 507 33.8 I
our products in the locations you
typically shop?
How are you satisfied with the
235 208 51 4 2 500 33.3 III
variety of distribution channels
available for our products?
How would you rate the
convenience of the current
225 212 51 2 4 494 32.9 IV
distribution channels for
purchasing our products?
To what extent do you feel our
products are available where and
225 212 39 16 1 493 32.9 IV
when you need them?
How satisfied are you with the
support and service provided by
245 200 51 6 1 503 33.5 II
our distributors and retailers?
*NR = Number of Respondents

26
 It is inferred that the accessibility of our product has secured First Rank,Based on place
distributors and retailers Service and support has secured Second Rank, Distribution Channel
mode have satisfied customers has secured Third Rank, The Other two aspects have secured
Fourth Rank while considering the place.
2.2.4 Promotion
Table 2.2.4 Factors Measured by Promotion
Factors SA A N DA SDA Total

How effective of our promotional 46 49 18 5 2 120

campaigns in capturing your
attention and interest?
How well do you think our 49 50 15 6 0 120
promotional messages communicate
the benefits of our products?
How likely are you to engage with 50 50 16 3 1 120
our brand through digital marketing
channels?
How impactful are our promotional 52 49 15 2 2 120
activities on your purchasing
decisions?
How consistent do you find our 43 59 11 3 4 120
brand messaging across different
promotional channels and
campaigns?
Source: Primary Source

Table 2.2.4 Weighted Average Analyses for Promotion

Factors 5*NR 4*NR 3*NR 2*NR 1*NR ∑WX 𝑋̅ w Rank

How effective of our 230 196 54 10 2 492 32.8 V
promotional campaigns in
capturing your attention and
interest?
How well do you think our
245 200 45 12 0 502 33.5 III
promotional messages
communicate the benefits of our
products?

27
 How likely are you to engage
250 200 48 6 1 505 33.7 II
with our brand through digital
marketing channels?
How impactful are our
260 196 45 4 2 507 33.8 I
promotional activities on your
purchasing decisions?
How consistent do you find our
215 236 33 6 4 494 32.9 IV
brand messaging across
different promotional channels
and campaigns?
*NR = Number of Respondents

It is inferred that Promotional Activities have impacted the buying decision has secured
First Rank, Digital marketing channel engagement has secured Second Rank, Benefits
communicated by promotion has secured Third Rank, Brand Message being shared among
customers has secured Fourth Rank, Promotion Seak some attention and interest has secured
Fifth Rank.
2.3 Correlation Analysis:
Correlation Analysis is used to identify the relationship among the two possible factors,
that show the value and preferences that are expected by the customers.
Comparison of the factors:
A positive Correlation shows a positive value.
A negative Correlation Shows a negative Value.
Factor Comparison Correlation Value

Product/Price
-0.187880512
Product/Place
-0.810785811
Product/Promotion
0.651458691
Price/Place
-0.185894929
Price/Promotion
0.137627154
Place/Promotion
-0.953130855

28
 Correlation Analysis
0.8
0.6
0.4
0.2
0
-0.2
-0.4
-0.6
-0.8
-1
-1.2

Factor 1&2 Factor 1&3 Factor 1&4 Factor 2&3 Factor 2&4 Factor 3&4

Results:
Correlation results show both positive and negative correlations for the paper straw
industry positive correlation helps to sustain their project in market conditions.
Positive Correlation:
Product/Promotion are highly correlated and create an interest to make a purchase.
Price/Promotion are also Positively correlated among these factors.
Negative Correlation:
Other Factors are negatively Correlated from a company's point of view that’s sign is a
negative for their growth. They have to focus on the

29
2.4 Chi Square Analysis:
Product Hypothesis:
• Null Hypothesis (H0): There is no significant relationship between product features and
Gender variances.

• Alternative Hypothesis (H1): Product attributes such as features, and Gender

significantly influence consumer purchase intention.
Table 2.4.1 Hypothesis Testing for Product

Product Factor
Gender/Product Strongly Agree Neutral Disagree Strongly Total
Factor Agree disagree
Male 48 44 20 1 1 114
Female 2 3 1 0 0 6
Total 50 47 21 1 1 120
Results:
Level of Significance= 5% or 0.05
The tabulated Value at 0.05 significance level and 12 degrees of freedom is 21.03
The calculated value is 0.001302, which is lesser than the Tabulated value, 21.03
Therefore, the Null Hypothesis is rejected.
Inferences:
There is no significant relationship between product features and Gender variances.
Gender variances will not impact the product attributes.
Price Hypothesis:
• Null Hypothesis (H0): Price changes have no significant effect on buying Decisions.
• Alternative Hypothesis (H1): Variations in pricing strategies significantly impact
consumer purchase behavior, demand elasticity, and market competitiveness.

30
 Table 2.2.2 Hypothesis Testing for Price
Pricing Factor
Level of Income/ Strongly Agree Neutral Disagree Strongly Total
Pricing factor Agree disagree
Below Rs.10000 3 4 2 1 0 10
Rs.10000 – 20000 6 9 4 1 0 20
Rs.20000 – 30000 27 25 4 1 1 58
More than 15 12 3 2 0 32
Rs.30000
Total 51 51 13 4 1 120
Results:
Level of Significance= 5% or 0.05
The tabulated Value at 0.05 significance level and 12 degrees of freedom is 21.03
The calculated value is .977, which is higher than the Tabulated value, of 21.03
Therefore, the Null Hypothesis is rejected

Place Hypothesis:
• Null Hypothesis (H0): Distribution channel choices do not significantly affect product
accessibility and consumer purchase decision-making.
• Alternative Hypothesis (H1): Optimal distribution channel selection and availability
significantly influence product accessibility, consumer convenience, and market
penetration.

Table 2.2.3 Hypothesis Testing for Place

Place Factor
Location/place Strongly Agree Neutral Disagree Strongly Total
Factor Agree disagree
Kerala 11 13 5 1 1 31
Tamil Nadu 38 40 8 2 1 89
Total 49 53 13 3 2 120

31
Results:
Level of Significance= 5% or 0.05
The tabulated Value at 0.05 significance level and 12 degrees of freedom is 11.07
The calculated value is .825, which is lesser than the Tabulated value, 11.07
Therefore, the Null Hypothesis is rejected

Promotion Hypothesis:
• Null Hypothesis (H0): Marketing communication efforts have no significant impact on
brand awareness, consumer attitudes, and purchase intention.
• Alternative Hypothesis (H1): Effective promotional activities, including advertising,
sales promotions, and public relations, significantly enhance brand visibility, consumer
perceptions, and purchase behavior.

Table 2.4.4 Hypothesis Testing for Promotion

Educational Promotional Factor
Qualification/ Strongly Agree Neutral Disagree Strongly Total
Promotional Factor Agree disagree
Un-educated 1 4 2 1 1 9
SSLC 1 9 2 1 1 14
HSC 8 10 2 1 1 22
Under Graduate 8 16 2 1 1 28
Post Graduate 20 23 2 1 1 47
Total 38 62 10 5 5 120
Results:
Level of Significance= 5% or 0.05
The tabulated Value at 0.05 significance level and 12 degrees of freedom is 26.30
The calculated value is 3.545, which is higher than the Tabulated value, of 26.30
Therefore, the Null Hypothesis is rejected

32
 CHAPTER III

3.1 Findings:
➢ Most of the respondents belong to a male candidate from Tamil Nadu.
➢ Education Qualification plays a virtual role while handling and selecting the right
purchase decision at the right time.
➢ The willingness of customers has been determined by Age, Mostly youngsters and
students prefer the ECO-Friendly product.
➢ Correlation Results Show the Positive and negatively Correlated factors among the 4Ps
of Marketing or Marketing Mix, Product and promotion, and Price and Promotion are
positive Correlated factors.
➢ Most Probably customers are satisfied with the product, Price, Place, and Promotion
which are offered by the Paper Straw Industry.
➢ Consumers are Expecting more on the availability and accessibility of products in their
Location or Geographical area.

3.2 Conclusion:
This study reveals insightful patterns regarding consumer behavior and preferences within the
paper straw industry. It underscores the dominance of male respondents from Tamil Nadu and
highlights the pivotal role of education in shaping purchase decisions. Additionally, the
correlation analysis emphasizes the interconnectedness of various marketing factors, indicating
the importance of integrated strategies in driving consumer satisfaction. Furthermore, the
findings suggest a strong demand for eco-friendly products among younger demographics,
indicating a promising market segment for the industry. Overall, while customers express
satisfaction with the current offerings in terms of product quality, pricing, and promotional
efforts, there exists a clear need for improved accessibility and availability, pointing to
opportunities for geographical expansion and enhanced distribution networks to meet consumer
expectations effectively.

33
APPENDIX

34
 Questionnaire

A Study on Understanding What Drives the

Marketing Mix for Paper Straws
Dear Respondent,
I kindly request you to fill out this questionnaire which is necessary for my research
based on the “A Study on Understanding What Drives the Marketing Mix for Paper
Straws”. I hereby assure you that the information provided by you will not be used for any
other purpose. Thanks for your response.
(Please tick (✔) the appropriate boxes and fill in the blanks).
Personal Information
Name: _______________________ (Optional)
Age: 21-30 ☐ 31-40 ☐ 41-50 ☐ More than 51 ☐
Gender:
Male ☐ Female ☐
Level of Income: __________________
Location:
Tamil Nadu ☐ Kerala ☐
Educational Qualification:
HSC ☐ SSLC ☐ Under Graduate ☐ Post Graduate ☐ Uneducated ☐
___________________________________________________________________________
Product:
Particular SA A N DA SDA
How satisfied are you with the current features and
attributes of our products?
How do you believe our products meet your needs and
preferences?
To what extent do you find our product design innovative

35
 and appealing?
How would you rate the clarity and accuracy of
information provided about our products?
How likely are you to recommend our products to others
based on your overall satisfaction?

Price:
Particular SA A N DA SDA
How is your perception of the value for money of our
products
How competitive do you find our pricing compared to
similar products in the market?
How transparent do you perceive our pricing information?
How is your likelihood of making a purchase based on
promotional pricing offers
How satisfied are you with the flexibility of our pricing
options?

Place:
Particular SA A N DA SDA
How easily accessible do you find our products in the
locations you typically shop?
How are you satisfied with the variety of distribution
channels available for our products?
How would you rate the convenience of the current
distribution channels for purchasing our products?
To what extent do you feel our products are available
where and when you need them?
How satisfied are you with the support and service
provided by our distributors and retailers?

36
Promotion:
Particular SA A N DA SDA
How effective of our promotional campaigns in capturing
your attention and interest?
How well do you think our promotional messages
communicate the benefits of our products?
How likely are you to engage with our brand through
digital marketing channels?
How impactful are our promotional activities on your
purchasing decisions?
How consistent do you find our brand messaging across
different promotional channels and campaigns?

Signature of Respondent

37