Marketing Research Group Assignment (Proposal) PDF

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Roles of each group member 1 in-depth interview each (7) Secondary data (GOOGLE, JOURNALS (PROQUEST) Sample q’s for interviews and questionnaire Sample survey on UTSONLINE - example in textbook. 5 questions each for the survey Interview questions AARISH SURVEY QUESTIONS 1. How often do you consume alcohol on a weekly basis? a. 2-3 times a week? b. 3-4 times a week? c. 5 or more times a week? 2. What factors influence your alcohol buying decisions? a. Price b. Taste c. Brand d. Promotion 3. Would you classify yourself to be a: a. Light drinker? b. Moderate drinker? c. Heavy drinker? 4. Rank these alcoholic brands in personal preference a. Smirnoff b. Jack Daniels c. Victoria Bitter d. Corona e. Jim Beam f. Hennesy 5. What comes to mind when you hear the word Jack Daniels? a. Luxurious b. Average c. Too expensive Giovanni Antonio Survey Question Q1: If you Choose to drink alcohol at a college party what would it be ? A. I don’t drink B. Beer C. Cheap Alcohol D. Expensive Alcohol E. Other Q2 : What do you think is the factor that influenced individual drinking preference ? A. Alcohol tolerance level B. Finance C. Culture/Belief

D. Other Q3 : Have you tried Jack Daniels ? A. Yes B. No Q4 :If you haven’t tried Jack Daniels, Would you consider drinking it ? A. Yes B. No Q5 : With who do you usually drink with ? A. Friends B. Family C. Alone D. Partner E. Other Q6 : How often do you binge drinking ? (drinking excessive alcohol in a short period of time) A. Never B. Once a week C. Once a month D. Other

Pham Gia Bao Nguyen Question Q1. How do you know Jack Daniel? Friend Family Q2. What is the factor Jack Daniel’s alcohol impress you ? Taste Smell Experience Q3. What classification do you think Jack Daniel belong to ? Luxurious Vintage Q4. Does this product satisfy your original needs? Q5. What do you use Jack Daniel’s alcohol for? Party Some one force you to drink Try Drink for fun Natasha Beatham Survey Questions 1. What is your normal drinking behaviour? a) I do not consume alcoholic beverages b) I am a social drinker, only for outings around others c) I drink often in social settings and at home d) I have a habit of binge drinking often 2. Do you find yourself influenced by those around you about how often you drink? a) Yes b) No c) Somewhat

3. What type of drinks are you drawn to the most? a) Spirits b) Beers c) Wine/Sparkling d) Pre-mixed drinks 4. Does brand reputation influence your choice of drink? E.g. is the brand reputable? a) Yes b) No 5. Do you consider the convenience of a beverage when purchasing? E.g packaging, size, ease of transportation to/from shop to home. a) Never b) Sometimes c) All the time

RESEARCH PROPOSAL The purpose of the study, including the decision problem and research objectives, a GANTT Chart detailing which group members will be completing a task and when Purpose of the study The purpose of this study is to assist the Jack Daniel’s brand team at the Brown-Forman Corporation to understand the hierarchy of diverse drivers of choice in regard to consumer decision-making and purchases within the read-to-drink category. In particular, BrownForman desires to understand the habits and needs of consumers, particularly younger consumers who are ithin a university student age cohort. Brown-Forman desires to identify and understand the relative significance of the factors that, if strengthened, would most effectively allow their brand to grow. Brown-Forman is predominantly interested in the drivers which relate to their products in the ready-to-drink category. Phase 1: Planning the study Definition of the decision problem

Can the Jack Daniel’s brand team at the Brown-Forman Corporation ensure continued longterm growth through retaining and recruiting consumers by understanding their consumer needs and decision making? Research objectives ● To identify and understand consumer needs in relation to the ready-to-drink category. ● To identify and understand the hierarchy of drivers at play when consumers are making decisions within the ready-to-drink category. GANTT Chart detailing which group members will be completing a task and when

Type of study: the research design, primary data requirements Definition of target population and sample size Sample design, technique and data collection methods a. Your plan for the qualitative study, i.e. in-depth interviews, including: i. The interview guide; and ii. The selection process b. The first draft of your questionnaire design for your quantitative study. You are required to include the following topics/types of questions in your questionnaire (HINT: see pages 372-379 of the textbook for exampes): 1. Frequencies 2. Cross tabulations 3. Chi-square 4. Regression analysis OR ANOVA Specific research instruments; and Potential managerial benefits of the proposed study. INTERVIEW QUESTIONS (ROUGHLY 15 QUESTIONS) 1. How often do you personally consume alcohol? 2. How often will you and your friends go on a night out? 3. What kind of a consumer are you? (binger, socially, regularly, never) 4. On a night out, how much would you expect to spend on alcohol consumption? 5. How do you perceive Jack Daniels? 6. What do you think of when I say ‘Jack Daniels’? 7. Do you like Jack Daniels? 8. Do you consider the Jack Daniels brand or products when consumer alcohol? 9. What do you think of the taste of Jack Daniels? 10. Are you looking for taste factors when purchasing alcohol? 11. What other factors do you consider when purchasing alcohol? 12. Does occasion or location influence you drink of choice? (e.g do you still choose to consume your go-to drink or will you choose a special drink for an occasion) 13. What impact does this have on your drink of choice? 14. How important is alcohol volume/standards when purchasing RTD alcohol? 15. What are some competitors of theirs that come to mind? 16. In comparison to competitors, where is Jack Daniels positioned in your mind? 17. What do you think about the price of Jack Danies? (Expensive ? Cheap ?) 18. Why do you think this about the price? 19. Who do you think are the target audience of Jack Daniels ? 20. Do you think you are a part of their target market? 21. When choosing alcohol to drink, do you prefer pre-mixed cans/bottles or a large amount of pure spirits to mix yourself?

22. Why?/Why not? (easier to drink, more options to mix, easier to transport etc) 23. Does ethical/sustainable factors such as packaging affect your decision? (e.g. drinking out in glasses or purchasing in cans or bottles)

https://www.marketing91.com/swot-analysis-of-jack-daniels/

● Retail consumption: In comparison to the last decade the number of parties where people consume alcohol that is hosted at home is growing and so are the number of consumers who prefer to have a drink at home than at a bar or a pub. This is increasing the retail consumption of alcohol a trend which is likely to grow in both developed and emerging markets. ● Heavy drink - more females in university than males now - possibly introduce or target a ‘lighter’ drink to females...