Introduction: This report outlines and analyses the consumer decision process encountered when purchasing biscuits in relation to primary market research completed targeting one particular demographic of the possible market. The purpose of market research is to ensure that a businesses focus is on producing a product that meets the needs and wants of consumers, therefore it is essential to identify a potential target market and create a product that is able to be successful at all stages of the consumer decision cycle (Armstrong, Adam, Denize, Kotler, 2010, pp. 74-146). The report will explore the effects within the biscuit industry of various external factors influencing their products. Political and legal regulations, socio-cultural trends, economic shifts and the natural environment all impact a consumer’s decision making process and in turn the necessary actions of the businesses. Additionally, there are various demographic, geographic, behavioural and psychographic traits and trends of the target market that are inextricably linked to the circumstances within a marketplace and are analysed (Armstrong, Adam, Denize, Kotler, 2010, pp. 74-146). In order to assess the traits of a potential target market and the various trends and influences of the biscuit industry an interview with a member of one of the potential target markets will be analysed to identify the problems found within the market, motivations behind biscuit buying and the general wants and needs of this target market. This report focuses on primary research in the form of an interview that aims at discovering the specific issues and decisions made by individuals at each step of the consumer decision making process. The interview focuses on current trends within ... ... middle of paper ... ...oup of consumers. Through assessing the needs and wants of a major group of consumers, generation X, the biscuit company would be able to further their research and more specifically identify the niche they are required to fill. Due to the general motivations of generation X in buying biscuits as being consistent, fresh and reliable with a strong brand name and reputation, but not necessarily being the cheap alternative there is room for a new business to focus on these ideals and create a successful biscuit catering to their needs. Reference List: Armstrong, G, Adam, S, Denize, S, Kotler, P, 2010, Principles of Marketing 5th Edition, Pearson Australia Group, Frenchs Forest Eric H. Shaw, 2012, ‘Marketing strategy: From the origin of the concept to the development of a conceptual framework’, Journal of Historical Research in Marketing, Vol. 4, No. 1, pp. 30-55
Joe and Ellis Cook were two brothers who had made a decision in reproducing their mother’s old recipe of down to earth cookies, and with the growth and purchasing value added services their focus of making high quality based cookies would become a success. Throughout the process their focus on making their mother’s cookies had shown a commitment on their mother’s behalf without using the preservatives or additional additives in making the cookie delicious. DEC produced a sufficient procedure that created value with a focal point in delivering a soft moist cookie for the consumer’s taste-buds which was so full of flavor. In the midst of the necessities that they intended to have for the company’s success they began a process which gained customary commitments, value-added gains, and continuous improvements that would make the business become a successful achievement. Thereby, the effect of Down to Earth’s Cookies strategy in the market would then gain value-added commitments, quality, and satisfying the consumer’s needs.
of Philip Morris, said “People could point to these things and say, ‘They’ve got too much sugar, they’ve got too much salt […] well, that’s what the consumer wants, and we’re not putting a gun to their head to eat it. That’s what they want.” (Moss 267) However, consumers are being unconsciously forced to fund food industries that produce junk food. Companies devote much of their time and effort into manipulating us to purchase their products. For instance, Kraft’s first Lunchables campaign aimed for an audience of mothers who had far too much to do to make time to put together their own lunch for their kids. Then, they steered their advertisements to target an even more vulnerable pool of people; kids. This reeled in even more consumers because it allowed kids to be in control of what they wanted to eat, as Bob Eckert, the C.E.O. of Kraft in 1999, said, “Lunchables aren’t about lunch. It’s about kids being able to put together what they want to eat, anytime, anywhere” (Moss 268). While parents are innocently purchasing Lunchables to save time or to satisfy the wishes of their children, companies are formulating more deceiving marketing plans, further studying the psychology of customers, and conducting an excessive quantity of charts and graphs to produce a new and addictive
By changing the photos with lighting devices, picture editing, food staging for exaggeration, and celebrity endorsements, the food industry has been able to expand economically with their misrepresentations of the breakfast food. Consumers need to be more aware of what they are buying, and not just for the appearance of the box. Therefore, shoppers should do their research on a product before falling for the food business
Firstly, one of the most important focuses would be given to the target customer as we will need to know more about their taste and preferences. What it is they need and or want. Particular topics covering this area will be, the need for ‘Market segmentation’, identifying a competitive position in the market about to enter in the market and studying consumer behaviour, will all be discussed.
Market research and information about the industry is very important to the organization because it will allow the organization to position itself well in terms of sourcing chocolate raw materials and in identifying the market for its products. For example, understanding that some chocolate product purchases are seasonal, e.g., at Christmas; around Mother’s Day; and, on Valentine’s Day, allows the organization to have more product on hand and to create displays, in store, that will increase purchases and attract more customers when existing customers tell their friends about the availability of high end products, at reasonable prices, in their store.
While this past year’s financial situation has not been released yet, Kellogg has been earning a steady amount of profit in the last five years. Nonetheless, the growth rate and revenue fluctuate positively and negatively, which means Kellogg struggles to grow year after year. It has notable years when it introduces new products or it acquires other companies, but mainly because of a declining economy and a fading trend for cereal in the mornings, Kellogg’s has experienced declines in revenues (Kell, 2014, para. 6). Specifically in 2014 and 2012. Research has shown newer generations like the Millennials prefer alternatives to cereals for breakfast, which has made it hard for Kellogg’s to grow their business. The corporation usually redeems
Many of the Parle products – biscuits or confectionaries, are market leaders in their category and have won acclaim at the Monde Selection, since 1971. With a 40% share of the total biscuit and 15% share of the total confectionary market in India, competitors look upon Parle as an example of marketing brilliance.
In segmenting the market demographically, they have used measurable characteristics, such as age, gender, and occupation. With their intent to serve the food services market effectively, they have located themselves in the Central Business District of Melbourne city. This is a strategy to target the working class. Their prices are also relatively high meaning they intend to specialize on the middle working class to the high working c...
In order for PepsiCo to be successful in selling Pepsi Platinum, the company must research the marketing community. The best way to create a strategic marketing plan is to understand the target market in the beverage and sports drink business. PepsiCo must ask, “What is the demographic of this market, what are psychographics and behaviors of the specific market that PepsiCo, in regards of selling this brand, desires to reach?” Understanding our customer needs, and competitors offerings will help PepsiCo create a strategically integrated marketing plan. The principal to any successful marketing strategy is to understand the customers and their needs. The ability to satisfy customers' needs better than the competitors, will first be, that PepsiCo build customer loyalty and increase sales (Business Link, 2007). Marketing research uses many methods to obtain its results. PepsiCo will use external census data and marketing survey data collected by outside marketing research firms, as a method of understanding customer wants and needs. Computer-aided methodologies will also be used to collect data on the competitors of PepsiCo such as Coca Cola, Jones Soda, and Mo...
The study is conducted through the direct interview with the retailers offering customers with the different brands of exported biscuits. The sample of 50 retailers is selected for the research purpose. The judgmental sampling method is used. Only the retailers of exported biscuits of the brands being focused in the study are considered.
We have come to the phase that allows Team A to apply the research tools and implement a market research plan. Team A will review various marketing research tools that are available for researchers to use such as secondary research, secondary on-line research, exploratory research, nondirective interviews, and the Likert scale. Our secondary research is showing that consumers are demanding healthier menu options. This market research implementation plan will develop several market research tools; including questionnaires’ and the Likert scale to verify if McDonald’s consumers genuinely want and will purchase healthier menu items.
packaged-food company that has decided to market its product in Europe can be very difficult. Marketing managers control all the communication between a company and its customers. Being a marketing manager, one wants to create marketing mixes that meet the segment’s needs. Segmenting the market takes some effort and resources, and designing a campaign that appeals to several segments takes a great deal of time. If I was a marketing manager, I would love to choose all the marketing segmentation schemes because I would want to target all markets, since we are trying to market our products in Europe I would mainly focus on demographic and geographic segmentations. Demographics is one of the simplest type of market segmentation used. The reason I would use demographic segmentation is to market the right population into using our products. Demographics is obsoleted because it narrows the differences in income, education, and occupational status. (Iacobucci, 2013) If a market manager reaches out to all potential consumers, the company has a great chance being more profitable. Why? Most of the consumers in the same demographic group may have similar needs and lifestyle. Therefore, using demographic segmentation usually leads to customer retention and loyalty. The reason for using geographic segmentation, is because customers will have different needs, based on the geographic location in some areas they are similar, which is
As everyone knows in order to be the best cookie, the cookie has to have amazing flavor. I asked my family members to volunteer and taste test each brand of cookies and rate them on a scale from one to three for their flavor. My family members ate each cookie and checked off which brand they preferred. The results show the brand of cookie with the best flavor was Keebler’s Original Soft Batch. Taste testers enjoyed the rich and smooth chocolate in the cookie. The cookie with the second best flavor was Chips Ahoy! brand cookies. Taste testers liked this cookies similarity to cookie dough, but did not enjoy the flavor as much as Keebler’s Original Soft Batch. The cookie with the worst flavor was the Cub Foods brand cookies because their taste was fake and stale. After looking at these results I found Americans prefer the flavor of Keebler’s Original Soft Batch cookies to have the best taste.
Nestle and other breakfasts Cereal Company’s all too often sacrifice potential segments of the market to target one specific group, in many cases; small families and children. The front page of the Nestle website features a banner stating “Click to learn more about the new recipes of your kids favorite breakfast cereals” (Nestle). It is understandable therefore why as the RIAS Presentation suggests over 50’s feel “patronized” (RIAS) a view supported by the Millennium slides, which comment; “55% [of over 50’s] believe marketers treat them in a patronizing way.” (Millennium) An alteration of Nestlé’s advertising, packaging and consumer perception is essential, if they are to target the over 50’s. As the RIAS presentation suggests “Provide choice” (RIAS) perhaps in a variance of products, and show that Nestle “listen to customers” (RIAS) will see successful penetration of the over 50 market segment.
There are strong factors that influence consumers buying decision making. For example, when consumers choosing between Coca cola after studying different researches concept concerning consumers buying behavior of Coca Cola and Pepsi in the UK.decide to create theoretical framework. The framework will consist of the main characteristics which have an impact on consumers buying decision of beverage in the UK. Customer approach is the main factors that influence consumers buying decision, and those who satisfy with the quality of the product and the price of that brand product will a positive attitude toward that brand for example any customer who have a positive attitude toward Coca Cola will prefer to buy coke. Consumers who, dissatisfied with the Pepsi will have negative attitudes to buying Pepsi. Ward, S., & Robertson, T. S. (1973) this research designed the framework in consideration to main factors which have influence on changing consumers mind when making their buying decision. Perceived value, perceived quality and perceived risk) whereas extrinsic cue are product related characteristics (brand, perceived price, advertise and WOM. Gendel-Guterman, H., & Levy, S. (2013). Considerate these variables are significant for this research since they have a substantial impact on buying