Market Research Tutorial (Kelloggs alt) PDF

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extra support for when doing market research, Kellogs example...

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Market Research Tutorial: Kellogg’s In an established market, such as breakfast cereals, there is little room to increase the overall sales in the market. Kellogg's is therefore always looking for ways to strengthen its own portfolio. Designing new products is a good way of doing this. However, this can take a long time and may involve considerable costs. In addition to the resources required during development, suppliers must produce an advertising campaign to raise awareness of the product among consumers and encourage retailers to stock the product. Launching a new product can be a risky business. Of the hundreds of products launched every year in consumer goods markets, very few reach significant market share. In order to reduce risks, market research is, therefore, essential. The company has developed a new brand of children’s cereal, which will be promoted as a healthier alternative to the best-selling brands in the market due to its low sugar content. Their marketing department in the UK will now carry out an exploratory study with a small sample of target consumers to test the feasibility of the product. This will entail setting up tasting stalls in a small selection of UK supermarkets where parents will be offered a taster of the product and then asked to review the product packaging. A screening question will be used to identify study eligibility. The views of parents about the product will be recorded using a short questionnaire (see appendix 1). The company are interested in answering the following questions. 1. Do parents perceive this cereal to be healthier than alternative brands targeting children in the market? 2. How do parents perceive the sensory attributes of this product compared to alternative brands targeting children in the market? 3. Do parents consider that this product will appeal to children? 4. Would parents be willing to buy this product for their children? 5. Is there a relationship between parent’s food choice motives and their perceptions of this product?

Appendix 1: Questionnaire 1. Are you a parent of a child under the age of 10?  Yes  No 2. Please indicate how much you agree or disagree with each of the following statements: Compared to similar cereals targeted at children, this product: Strongly disagree

Somewhat disagree

Neither agree nor disagree

Somewhat agree

Strongly agree

a. tastes nice

1

2

3

4

5

b. looks tasty

1

2

3

4

5

c. looks fun

1

2

3

4

5

d. looks nutritious

1

2

3

4

5

e. looks healthy

1

2

3

4

5

f. is better for children

1

2

3

4

5

3. Do you think your child/children would find this cereal appealing?  Yes  No

4. How willing would be to buy this product? Very Unwilling

Somewhat unwilling

Neither unwilling/willing

Somewhat willing

Very Willing

1

2

3

4

5

5. Food Choice Motives: Please indicate how much you agree or disagree with each of the following statements:

It is important to me that the food I buy for my child/children: Smells nice Looks nice Has a pleasant texture Tastes good Is low in calories Contains a lot of vitamins and minerals

Strongly Disagree

1 1 1 1 1 1

Somewhat Disagree

2 2 2 2 2 2

Neither Agree/Disagree

3 3 3 3 3 3

Somewhat Agree

4 4 4 4 4 4

Strongly Agree

5 5 5 5 5 5

Contains no additives Contains natural ingredients Contains no artificial ingredients Is low in fat Is nutritious

1 1

2 2

3 3

4 4

5 5

1

2

3

4

5

1 1

2 2

3 3

4 4

5 5...