Consumer Awareness of Health Ingredients
Added on 2021-05-30
21 Pages4820 Words469 Views
Running head: RESEARCH PROPOSAL Research Proposal Topic: Consumer awareness about healthy products: Implications for frozen food marketingStudent’s name:Name of the University:Author’s note:
1RESEARCH PROPOSALTable of Contents1. Introduction..................................................................................................................................21.1 Problem Statement.................................................................................................................31.2 Research aim and objectives..................................................................................................41.3 Justification of the project.....................................................................................................41.4 Expected Research outcome..................................................................................................52. Conceptual framework and research hypothesis.........................................................................73. Methodology..............................................................................................................................123.1 Literature review..................................................................................................................123.2 Data collection processes.....................................................................................................123.3 Data analysis methods.........................................................................................................133.4 Project timeline....................................................................................................................134. The organisation of the study....................................................................................................165. Project budget and budget justification.....................................................................................16Reference List................................................................................................................................18
2RESEARCH PROPOSAL1. Introduction Consumers are increasingly becoming more aware and concerned about food quality andconsumers' awareness is the knowledge level about the product purchased and understanding ofthe consumers' right. The organisations follow the quality standards while manufacturing andselling the food products. Compliance with the international safety standards is very significantespecially for the country like Australia to upgrade the capacity in monitoring and regulation ofthe food companies. Frozen foods are stored in the manufacturing centres and in the stores;therefore, the customers should make themselves aware when they purchase the frozen foodfrom the stores (Cho, Rha & Burt, 2015). People with higher income are increasingly demandingfor high-quality food products those have adapted with the quality as it is obvious that increase inthe consumer income can enhance the demand for healthy food products; therefore, thecustomers' willingness to pay (WTP) increases subsequently.In this paper, consumers’ awareness regarding the healthy food will be discussed in lightof implication of frozen food marketing. In Australia, increasing rate of disposable income of thepeople; it is expected to increase the demands of the customers of healthy foods. Theorganisations dealing with frozen foods show their concern to production technique, personalhygiene and packaging as well as food safety requirement to meet the consumers' expectations.In the first section, problem statement of the study, objectives and justifications of the proposedtopic is given. In the second section, the conceptual framework of the topic is explained.Moreover, in the third section, research methodology is described to show the data collectionprocedure and data analysis technique.
3RESEARCH PROPOSAL1.1 Problem StatementFrozen food is very important for today's life and it can be stored in the freezer for a longtime. The busy people in their busy schedule try to accommodate with the frozen food as it canbe easily prepared. In Australia, the frozen food industry is developing and those sold on themarket are not all certified as the government cannot impose the required quality standards forthe frozen foods (Saleem, Wasaya & Zahra, 2017). However, the Australians people are literateand they are health conscious. Dietary requirement of the people has an impact on the health ofthe individuals and rise of the diet-related health problems lead the people to avoid the frozenfood in Australia. The inappropriate packaging of the frozen food can make heart disease and itcan also lead to the blood pressure. Sometimes, in Australia, the manufacturers use additives;however, FDA (Food and Drug Administration) does not give the permission to use additives(Louie et al., 2014). Ausfine Foods has maintained a small company structure to ensure that it can adapt toany situation. Ausfine sells mainly frozen food, dairy and meat products. Ausfine realises that itwill not operate as the trading company and it needs to deliver the products more to bothsuppliers and customers. Ausfine wants to reach more customers and suppliers with theirproducts; however; they are aware of increasing demand from South East Asia like India andChina. Australian government implemented labelling policy that includes the various nutrients inthe frozen food (Ausfine.com.au, 2018). The customers are aware of the health and Ausfine Foodwants to influence the buying behaviour of the customers to improve the revenue. In Australia,CAGR stated that frozen food market has grown 6.15% during the period of 2015-2017 (Lovellet al., 2017). Frozen food in Australia is sold to individual customers through the retailers andthe manufacturing companies invest in R&D to keep innovating and modifying the new and
4RESEARCH PROPOSALexisting products. Ausfine Food has been facing the issue of increasing competition in themarket and to judge the customer buying behaviour towards frozen food (Watson et al. 2015).The small frozen food manufacturers in Australia are looking for a new method to differentiatethe brands by making disruptive products and brands. Therefore, the widening of the product linetargets at expanding the customer base across the market.1.2 Research aim and objectives The aim of the research is to determine the implication of frozen food marketing ofAusfine Food and its influence on the customer buying behaviour and choices made by them. Objectives of the study: To identify the impact of frozen food marketing on the buying behaviour of consumers atAusfine Food, AustraliaTo evaluate the various approaches undertaken by the company to market the frozen fooditems successfully in the marketTo assess the various measures that have helped the company to maintain sustainablemeasures while marketing the products and servicesTo recommend necessary measures that should be adopted by Ausfine Food forovercoming the frozen food marketing issues and maintain sustainability to influence theconsumer buying behaviour1.3 Justification of the projectMarketing activities are surrounded by the consumer and the consumers are thecontributors to the growth of the organisation. In addition food is basic needs of the humanbeings and food delivers the nutrition for the body. As stated by Nanda (2017), food
5RESEARCH PROPOSALconsumption behaviour of the customers is complex and challenging to understand as there arediverse factors are available regarding social, science and behavioural discipline. Therefore, thepurpose the research is to find out the marketing dimension of the frozen food manufacturingcompanies and identify the factors affecting customers’ awareness regarding food choices. Under these circumstances, the following are the advantages of conducting the researchproposal:The research proposal will help the frozen food manufacturers to understand the changingpreferences of the customers regarding food choicesIt will help the future researchers to research on the customers’ awareness of the healthyfood consumption. This research will analyse the impact of frozen food marketing on thebuying behaviour of consumers. This research proposal will focus on evaluating the various approaches of the companiesto market the frozen food. Therefore, the marketers will come to know about the variousapproaches to frozen food marketing from this proposal.The results of the research proposal can be used to business owners, policymakers andresearchers food safety in future.Ausfine Food can get information regarding the food safety as the customers’ awarenessabout frozen food is changing. This in turn will help the organisation to prepare and pro-active for marketing. 1.4 Expected Research outcomeThe outcomes of the paper will give an analytical framework to understand thecustomers’ awareness of the healthy eating and the consumers’ behaviour regarding the choice of
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