Market Research on Fonterra Co-operative Group Limited

This report presents the findings of a market research conducted on Fonterra Co-operative Group Limited. The report includes statistical analysis using SPSS and recommendations for improving the product line and marketing strategies.

Running head: MARKETING RESEARCH
Marketing Research
Name of the student
Name of the university
Author note

1MARKETING RESEARCH
Executive Summary
This report had conducted the market research on the company, Fonterra Co-operative Group
Limited. The market survey consisted of 30 respondents that were consumers and the findings
have shown the most popular products and the least popular products. The report has conducted
different statistical analysis using statistical tool named SPSS where frequencies have been
identified, chi square has been calculated, descriptive statistics , central tendency and cross
tabulation also been conducted to develop relevant findings. It has been recommended that
organization should make changes to their product line to develop a product line that is
accessible to all types of consumers having different disposable income. The outcome of the
study shows that Greek Yoghurt is the most popular product of Fonterra Co-operative Group
Limited, and Country Goodness (butter-margarine blend spread, cultured sour cream dips) and
Anmum are least popular products. The findings of the study also shows that consumers with
higher disposable income are more frequent purchasers. Therefore, it has been recommended that
Fonterra should reduce the prices of the products offered and change the least popular product in
the product line.

2MARKETING RESEARCH
Table of Contents
Introduction......................................................................................................................................3
Research methodology.....................................................................................................................3
Findings and analysis.......................................................................................................................4
Frequencies and Charts................................................................................................................4
Cross Tabulation........................................................................................................................13
Central tendency........................................................................................................................27
Chi Square test...........................................................................................................................31
Discussion......................................................................................................................................37
Recommendation...........................................................................................................................39
Conclusion.....................................................................................................................................39
References and Bibliography.........................................................................................................41
Appendix........................................................................................................................................42

3MARKETING RESEARCH
Introduction
This report has conducted a marketing survey on the company named Fonterra Co-
operative Group Limited which is the largest dairy product company in New Zealand. Even
though, company had increased their level of production in the past decade but it has not
increased their profit margin significantly and they have not been able to increase their growth
rate (Louisson, 2018). The report is the continuation of the previous report which has aimed to
identify the perception of the consumers towards the organizational products and develop
strategies to improve the payout of Fonterra Co-operative Group Limited. The report has
followed the methods mentioned in the proposal to develop relevant findings.
Research methodology
As stated in the previous section research methodology is mostly kept the same but the
instead of using the mixed method analysis, the study has only used a single research design. The
market survey only comprised of primary data collection as using mixed method would have
significantly increased the overall time span and cost of the research. While conducting the
survey, it has been seen that primary data is sufficient to provide valuable information regarding
the product line of Fonterra and consumer opinion regarding the products.
The study has conducted online surveys by using google forms so that chances of getting
missing values can be avoided. The study has conducted practical research so that the result
generated can be used to provide suitable recommendations that can be used by the managers of
Fonterra to improve their marketing strategies.
The study has used simple random sampling to collect data randomly from population in
New Zealand. The sample size in the study is 30 for ease of calculation and reducing the overall

4MARKETING RESEARCH
cost of the research. Moreover, the study did not use regression analysis for inferential statistics
and cross tabulation, descriptive statistics, chi square and frequency tables has been used for
developing relevant conclusions.
Findings and analysis
Frequencies and Charts
1. What is your gender?
Frequency Percent Valid Percent Cumulative
Percent
Valid Female 14 46.7 46.7 46.7
Male 16 53.3 53.3 100.0
Total 30 100.0 100.0
Table 1: Gender
(Source: As created by author)

5MARKETING RESEARCH
Graph 1: Gender
(Source: As created by author)
The survey shows that 53.3% of the respondents are male and remaining respondents are
female.
2. How much do you spend on products of Fonterra Co-operative Group Limited in a month?
Frequency Percent Valid Percent Cumulative
Percent
Valid $100- $200 9 30.0 30.0 30.0
$200 and above 6 20.0 20.0 50.0
$50-100 7 23.3 23.3 73.3
Less than $50 8 26.7 26.7 100.0

6MARKETING RESEARCH
Total 30 100.0 100.0
Table 2: Expenditure
(Source: As created by author)
Graph 2: Expenditure
(Source: As created by author)
The results show that 30% of the respondents have an expenditure of between $100-200,
26% of the respondents have an expenditure of less than $50, 23.3% of the respondents have an
expenditure of $50-100 and 20% of the respondents have expenditure of more than $200.

7MARKETING RESEARCH
3. Which is the best quality dairy product in the market?
Frequency Percent Valid Percent Cumulative
Percent
Valid Fonterra Co-operative
Group Limited
10 33.3 33.3 33.3
Miraka 6 20.0 20.0 53.3
Nestle 8 26.7 26.7 80.0
Westland 6 20.0 20.0 100.0
Total 30 100.0 100.0
Table 3: Best quality dairy product
(Source: As created by author)

8MARKETING RESEARCH
Graph 3: Best quality dairy product
(Source: As created by author)
The results show that Fonterra is still preferred by majority of the respondents but there is
not no clear majority. Fonterra is preferred by 33.3%, Nestle is preferred by 26.7%, Miraka and
Westland is preferred by 20% each. This shows that even though Fonterra is the largest producer
of dairy products, its market capitalization is comparatively less.
4. Kindly choose the best product offered by of Fonterra Co-operative Group Limited?
Frequency Percent Valid Percent Cumulative
Percent
Valid Anchor (milk, cream,
butter)
4 13.3 13.3 13.3
Anchor CalciYum
(flavoured milk, custard
yoghurt, ice cream)
3 10.0 10.0 23.3
Anchor Greek Yoghurt. 9 30.0 30.0 53.3
Anchor Uno (Kids
yoghurt)
4 13.3 13.3 66.7
Anmum. 2 6.7 6.7 73.3
Country Goodness (butter- 1 3.3 3.3 76.7

9MARKETING RESEARCH
margarine blend spread,
cultured sour cream dips)
De Winkel (yoghurt) 3 10.0 10.0 86.7
Fresh 'n Fruity (yoghurt) 4 13.3 13.3 100.0
Total 30 100.0 100.0
Table 4: Best quality dairy product by Fonterra
(Source: As created by author)
Graph 4: Best quality dairy product by Fonterra
(Source: As created by author)
The findings show that the anchor Greek yoghurt is the most popular product of the
organization and the organization needs to push the other products.

10MARKETING RESEARCH
5. What is your frequency of purchase of Fonterra Co-operative Group Limited products in a
month?
Frequency Percent Valid Percent Cumulative
Percent
Valid More than five times 8 26.7 26.7 26.7
Once a month 6 20.0 20.0 46.7
Three to five times a
month
8 26.7 26.7 73.3
Twice a month 8 26.7 26.7 100.0
Total 30 100.0 100.0
Table 5: Frequency of purchase
(Source: As created by author)

11MARKETING RESEARCH
Graph 5: Frequency of purchase
(Source: As created by author)
It is evident from the result that majority of the respondents’ shops for more than twice a
month. However, this does not reflect in the sales volumes of Fonterra Co-operative Group
Limited.
6. Do you agree that Fonterra Co-operative Group Limited have variety in their product line?
Frequency Percent Valid Percent Cumulative
Percent
Valid No 10 33.3 33.3 33.3
Yes 20 66.7 66.7 100.0
Total 30 100.0 100.0
Table 6: Variety in product line
(Source: As created by author)

12MARKETING RESEARCH
Graph 6: Variety in product line
(Source: As created by author)
It is evident from the findings that majority of the respondents have agreed that Fonterra
Co-operative Group Limited offers variety of products.
7. What is your opinion regarding the prices of the different products offered by Fonterra Co-
operative Group Limited?
Frequency Percent Valid Percent Cumulative
Percent
Valid Affordable 16 53.3 53.3 53.3
Costly 14 46.7 46.7 100.0

13MARKETING RESEARCH
Total 30 100.0 100.0
Table 7: Prices of products
(Source: As created by author)
Table 7: Prices of products
(Source: As created by author)
The products offered by the company is affordable to more than half of the respondents
but still there is no clear majority. This indicates that there are considerable amount of
consumers that consider the organizational products as expensive.
Cross Tabulation
1. What is your gender * 3.Which is the best quality dairy product in the market?
Crosstabulation
Count

14MARKETING RESEARCH
3.Which is the best quality dairy product in the
market?
Total
Fonterra Co-
operative
Group
Limited
Miraka Nestle Westland
1. What is your
gender
Female 4 4 3 3 14
Male 6 2 5 3 16
Total 10 6 8 6 30
Table 8: Gender vs product
(Source: As created by author)

15MARKETING RESEARCH
Graph 8: Gender vs product
(Source: As created by author)
The cross tabulation between gender and product shows that 6 male respondents have
favored Fonterra Co-operative Group Limited and in respect to that only 4 female respondents
have done the same thing.

16MARKETING RESEARCH
1. What is your gender * 4. Kindly choose the best product offered by of Fonterra Co-operative Group Limited?
Crosstabulation
Count
4. Kindly choose the best product offered by of Fonterra Co-operative Group Limited? Total
Anchor
(milk,
cream,
butter)
Anchor
CalciYum
(flavoured
milk,
custard
yoghurt, ice
cream)
Anchor
Greek
Yoghurt.
Anchor
Uno
(Kids
yoghurt)
Anmum. Country
Goodness
(butter-
margarine
blend
spread,
cultured
sour cream
dips)
De Winkel
(yoghurt)
Fresh 'n
Fruity
(yoghurt)
1. What
is your
Female 1 2 2 3 2 0 1 3 14
Male 3 1 7 1 0 1 2 1 16

17MARKETING RESEARCH
gender
Total 4 3 9 4 2 1 3 4 30
Table 9: Gender vs product offered by Fonterra
(Source: As created by author)
The results show that majority of the respondents have preferred Greek yoghurt among which 7 respondents are men. This
means that this product is more preferred by male consumers.

18MARKETING RESEARCH
Graph 9: Gender vs product offered by Fonterra
(Source: As created by author)

19MARKETING RESEARCH
2. How much do you spend on products of Fonterra Co-operative Group Limited in a
month? * 5. What is your frequency of purchase of Fonterra Co-operative Group
Limited products in a month? Crosstabulation
Count
5. What is your frequency of purchase of
Fonterra Co-operative Group Limited products in
a month?
Total
More than
five times
Once a
month
Three to
five times
a month
Twice a
month
2. How much do
you spend on
products of
Fonterra Co-
operative Group
Limited in a
month?
$100- $200 3 1 4 1 9
$200 and
above
3 0 2 1 6
$50-100 0 1 1 5 7
Less than
$50
2 4 1 1 8
Total 8 6 8 8 30
Table 10: Expenditure vs Frequency
(Source: As created by author)

20MARKETING RESEARCH
Graph 10: Expenditure vs Frequency
(Source: As created by author)
The results are as expected, the consumers having more disposable income are more
frequent buyers than the consumers having low disposable income.

21MARKETING RESEARCH

22MARKETING RESEARCH
2. How much do you spend on products of Fonterra Co-operative Group Limited in a month? * 4. Kindly choose the best
product offered by of Fonterra Co-operative Group Limited? Crosstabulation
Count
4. Kindly choose the best product offered by of Fonterra Co-operative Group Limited? Total
Anchor
(milk,
cream,
butter)
Anchor
CalciYum
(flavoure
d milk,
custard
yoghurt,
ice
cream)
Anchor
Greek
Yoghurt.
Anchor
Uno
(Kids
yoghurt)
Anmum
.
Country
Goodness
(butter-
margarin
e blend
spread,
cultured
sour
cream
dips)
De
Winkel
(yoghurt
)
Fresh 'n
Fruity
(yoghurt
)
2. How much do
you spend on
$100-
$200
1 0 5 2 0 0 0 1 9

23MARKETING RESEARCH
products of
Fonterra Co-
operative Group
Limited in a
month?
$200 and
above
1 1 1 0 1 0 1 1 6
$50-100 0 1 3 0 0 0 1 2 7
Less than
$50
2 1 0 2 1 1 1 0 8
Total 4 3 9 4 2 1 3 4 30
Table 11: Expenditure vs Choice of product
(Source: As created by author)

24MARKETING RESEARCH
Graph 11: Expenditure vs Choice of product
(Source: As created by author)

25MARKETING RESEARCH

26MARKETING RESEARCH
The results show that consumers having high disposable income prefer Greek yoghurts
and consumers having low disposable income are focused on basic products like milk, cream and
butter.
2. How much do you spend on products of Fonterra Co-operative Group Limited in a
month? * 7.What is your opinion regarding the prices of the different products offered
by Fonterra Co-operative Group Limited? Crosstabulation
Count
7.What is your opinion regarding
the prices of the different
products offered by Fonterra Co-
operative Group Limited?
Total
Affordable Costly
2. How much do you spend
on products of Fonterra
Co-operative Group
Limited in a month?
$100- $200 4 5 9
$200 and above 4 2 6
$50-100 5 2 7
Less than $50 3 5 8
Total 16 14 30
Table 12: Expenditure vs Prices
(Source: As created by author)

27MARKETING RESEARCH
Graph 12: Expenditure vs Prices
(Source: As created by author)
2. How much do you spend on products of Fonterra Co-operative Group Limited in a
month? * 6.Do you agree that Fonterra Co-operative Group Limited have variety in

28MARKETING RESEARCH
their product line? Crosstabulation
Count
6.Do you agree that Fonterra Co-
operative Group Limited have
variety in their product line?
Total
No Yes
2. How much do you spend
on products of Fonterra
Co-operative Group
Limited in a month?
$100- $200 2 7 9
$200 and above 1 5 6
$50-100 3 4 7
Less than $50 4 4 8
Total 10 20 30
Table 13: Expenditure vs Variety
(Source: As created by author)

29MARKETING RESEARCH
Graph 13: Expenditure vs Variety
(Source: As created by author)
Central tendency
Statistics
1.
What
is
your
gende
3.Whic
h is the
best
quality
dairy
4.
Kindly
choose
the best
product
5. What
is your
frequenc
y of
purchase
6.Do
you
agree
that
Fonterra
7.What
is your
opinion
regardin
g the
2. How
much do
you
spend
on

30MARKETING RESEARCH
r product
in the
market?
offered
by of
Fonterra
Co-
operativ
e Group
Limited
?
of
Fonterra
Co-
operative
Group
Limited
products
in a
month?
Co-
operativ
e Group
Limited
have
variety
in their
product
line?
prices of
the
different
products
offered
by
Fonterra
Co-
operativ
e Group
Limited?
products
of
Fonterra
Co-
operativ
e Group
Limited
in a
month?
N Valid 30 30 30 30 30 30 30
Missin
g
0 0 0 0 0 0 0
Mean 15.13 18.80 8.87 22.53 25.00 6.80 5.67
Median 17.00 18.00 7.00 24.00 27.00 4.00 2.50
Mode 17 14 7 19a 27 4 1
Percentile
s
25 13.00 14.00 6.75 19.00 21.00 4.00 1.00
50 17.00 18.00 7.00 24.00 27.00 4.00 2.50
75 17.00 20.00 11.25 25.00 27.00 10.00 16.00
a. Multiple modes exist. The smallest value is shown

31MARKETING RESEARCH
Table 14: Central tendency and percentile
(Source: As created by author)
Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
1. What is your gender 30 13 17 15.13 2.030
3.Which is the best quality
dairy product in the
market?
30 14 26 18.80 4.382
4. Kindly choose the best
product offered by of
Fonterra Co-operative
Group Limited?
30 5 23 8.87 4.006
5. What is your frequency
of purchase of Fonterra
Co-operative Group
Limited products in a
month?
30 19 25 22.53 2.403
6.Do you agree that
Fonterra Co-operative
Group Limited have
variety in their product
30 21 27 25.00 2.877

32MARKETING RESEARCH
line?
7.What is your opinion
regarding the prices of the
different products offered
by Fonterra Co-operative
Group Limited?
30 4 10 6.80 3.044
2. How much do you
spend on products of
Fonterra Co-operative
Group Limited in a month?
30 1 16 5.67 6.381
Valid N (listwise) 30
Table 15: Descriptive Statistics
(Source: As created by author)

33MARKETING RESEARCH
Chi Square test
Crosstab
5. What is your frequency of purchase of Fonterra
Co-operative Group Limited products in a month?
Total
More than
five times
Once a
month
Three to five
times a
month
Twice a
month
2. How much do you
spend on products of
Fonterra Co-operative
Group Limited in a
month?
$100-
$200
Count 3 1 4 1 9
% within 2. How much do
you spend on products of
Fonterra Co-operative Group
Limited in a month?
33.3% 11.1% 44.4% 11.1% 100.0%
% within 5. What is your
frequency of purchase of
Fonterra Co-operative Group
37.5% 16.7% 50.0% 12.5% 30.0%

34MARKETING RESEARCH
Limited products in a month?
% of Total 10.0% 3.3% 13.3% 3.3% 30.0%
$200
and
above
Count 3 0 2 1 6
% within 2. How much do
you spend on products of
Fonterra Co-operative Group
Limited in a month?
50.0% 0.0% 33.3% 16.7% 100.0%
% within 5. What is your
frequency of purchase of
Fonterra Co-operative Group
Limited products in a month?
37.5% 0.0% 25.0% 12.5% 20.0%
% of Total 10.0% 0.0% 6.7% 3.3% 20.0%
$50-
100
Count 0 1 1 5 7
% within 2. How much do
you spend on products of
0.0% 14.3% 14.3% 71.4% 100.0%

35MARKETING RESEARCH
Fonterra Co-operative Group
Limited in a month?
% within 5. What is your
frequency of purchase of
Fonterra Co-operative Group
Limited products in a month?
0.0% 16.7% 12.5% 62.5% 23.3%
% of Total 0.0% 3.3% 3.3% 16.7% 23.3%
Less
than
$50
Count 2 4 1 1 8
% within 2. How much do
you spend on products of
Fonterra Co-operative Group
Limited in a month?
25.0% 50.0% 12.5% 12.5% 100.0%
% within 5. What is your
frequency of purchase of
Fonterra Co-operative Group
25.0% 66.7% 12.5% 12.5% 26.7%

36MARKETING RESEARCH
Limited products in a month?
% of Total 6.7% 13.3% 3.3% 3.3% 26.7%
Total Count 8 6 8 8 30
% within 2. How much do
you spend on products of
Fonterra Co-operative Group
Limited in a month?
26.7% 20.0% 26.7% 26.7% 100.0%
% within 5. What is your
frequency of purchase of
Fonterra Co-operative Group
Limited products in a month?
100.0% 100.0% 100.0% 100.0% 100.0%
% of Total 26.7% 20.0% 26.7% 26.7% 100.0%
Table 16: Cross Tabs
(Source: As created by author)

37MARKETING RESEARCH
Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 17.594a 9 .040
Likelihood Ratio 18.196 9 .033
N of Valid Cases 30
a. 16 cells (100.0%) have expected count less than 5. The minimum expected count is 1.20.
Table 17: Chi Square
(Source: As created by author)
The results show that the Chi square value is significant and there is association between the expenditure capabilities to the
frequency of purchase of products and the χ= 17.594a and p – value is 0.040. This means that the p value is less than 0.05 which is
highly significant. The Cramer's V and Phi shows strong relationship between the variables and it is significant.

38MARKETING RESEARCH
Symmetric Measures
Value Approx. Sig.
Nominal by Nominal Phi .766 .040
Cramer's V .442 .040
N of Valid Cases 30
a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.
Table 18: Symmetric Measures
(Source: As created by author)

39MARKETING RESEARCH
Graph 14: Chi Square
(Source: As created by author)
Discussion
The study aimed to identify the perception of the consumers on the products offered by
Fonterra Co-operative group limited. The Chi Square test and cross tabulation has been able to
develop significant results. It has already been mentioned in the previous part of the research and
in this research that even though the product of Fonterra Co-operative group limited have

40MARKETING RESEARCH
increased by 108%, there has not been significant increase in the profit margin. The primary
objective of the study was identifying the factors affecting the sales volumes of Fonterra Co-
operative group limited. The results is evident that the price of the products and the variety of
products offered by the company are valid reasons for significant decrease in the sales volumes
and market price of the shares. The price of the products is not affordable for almost 47% of the
respondents which means that almost half of the population in New Zealand are not purchasing
products from Fonterra and are preferring to use other brands. Upon questioning the respondents
regarding the choice of their favourite company, the result showed that Fonterra has been
preferred by majority which represents 33.3% of the respondents. At the same time, this result
reflect that the company does not have a clear majority in terms of their product volume.
The next objective of the study has been evaluating the product line of the company and
the result show that Greek yoghurt has been the most popular product and the popularity of the
remaining products are almost similar. The basic products offered by the company such as milk,
cream and butter are not popular which means that the lower end products offered by the
company are not preferred by the consumers. This gives us the idea about the perception of the
consumers regarding the products offered by the company where the consumers having higher
disposable income are frequent purchaser of products of Fonterra. The frequency of purchase,
expenditure and price of the products have string degree of association between them. However,
as Chi Square has been used, the nature of relationship cannot be identified. The expenditure
and frequency of purchase of the products are directly proportional to each other, where it has
been seen that respondents having higher disposable income and expenditure capabilities are
more frequent purchasers and vice versa. This addresses the research problem but there is lack
of clarity on few factors as there may be other factors responsible for stagnancy in profit margin.

41MARKETING RESEARCH
Recommendation
Therefore, it is recommended that Fonterra will have to reduce the prices of the products
to increase their target market and develop products that are cheaper for the segments having low
disposable income. This means that Fonterra will have to implement economies of scale to
decrease their overall production cost and implement cost leadership strategy to increase their
sales volumes and increase their profit margin. The survey conducted included only 30
respondents but it gave a clear picture of the overall scenario where Fonterra has been leading
the market but their growth is stagnated and other rival companies are coping and increasing
their market share. The products that are not popular will have to be pushed by using effective
marketing strategies. There are certain products such as Country Goodness (butter-margarine
blend spread, cultured sour cream dips) and Anmum are least favourite products among the
consumers. These products have to be changed or removed from the product line and new
products have to be developed that increase the product sales. Fonterra will have to develop
substitute products and use test marketing to send these products for promotion to check the
reaction of the consumers. They should also conduct a survey of their total consumer base to
revaluate the overall product line. The price of the existing products have to be reduced and
discount offers have to be provided to attract more consumers and compete with the rival
companies. The discount offer on products and other offers such as buy1 get 1 free and 20%
extra on the same price will increase the sales volumes which will increase the overall profit
margin and growth rate.
Conclusion
The report has successfully conducted the survey and the results have positive assisted in
identifying valuable insights regarding the products offered by the organization. The results

42MARKETING RESEARCH
show that Greek yogurt is the most popular product among the consumers and there are products
that are not at all popular. Therefore, it is essential for the company to change their product line
and use cost leadership strategy to attract more consumers in the market. However, there is still
lack of clarity about the fact that whether the above mentioned factors are the only reasons for
the stagnancy of the growth of the company in the past decade. There may be other reasons
which cannot be highlighted from this perspective and other approaches may be required to
analyse the situations. Therefore, the future scope of research in this respect is huge as
quantitative analysis using a larger population sample and combining it with qualitative analysis
will result in better results.
The study has the limitation that only a single research design has been used and the
questions are limited which lacks in depth analysis of issue. The in-depth analysis can only be
conducted by using interviews where broad answers collected will provide a different dimension
to the research. The result show that at least 47% of the respondents are price sensitive and
therefore, strategies for effective management of product prices is necessary to improve the
market share.

43MARKETING RESEARCH
References and Bibliography
Hussein, A. (2015). The use of triangulation in social sciences research: Can qualitative and
quantitative methods be combined?. Journal of comparative social work, 4(1).
Louisson, S. (2018, 02 09). Fonterra a failure in concept and in practice. Retrieved from The
Standard: https://thestandard.org.nz/fonterra-a-failure-in-concept-and-in-practice/
Nardi, P. M. (2018). Doing survey research: A guide to quantitative methods. Routledge.
Palinkas, L. A., Horwitz, S. M., Green, C. A., Wisdom, J. P., Duan, N., & Hoagwood, K. (2015).
Purposeful sampling for qualitative data collection and analysis in mixed method
implementation research. Administration and Policy in Mental Health and Mental Health
Services Research, 42(5), 533-544.
Treiman, D. J. (2014). Quantitative data analysis: Doing social research to test ideas. John
Wiley & Sons.

44MARKETING RESEARCH
Appendix
Revised Questionnaire Design
(Tick in the Appropriate Box Where Applicable)
DATE: ……………………….
GENDER:
Female
Male
CITY: ……………………….
1. How much do you spend on products of Fonterra Co-operative Group Limited in a
month?
Less than $50
$50-100
$100- $200
$200 and above
2. Which is the best quality dairy product in the market?
…………………………….....................
3. Kindly choose the best product offered by of Fonterra Co-operative Group Limited?
Anchor (milk, cream, butter)
Anchor CalciYum (flavoured milk, custard yoghurt, ice cream)

45MARKETING RESEARCH
Anchor Greek Yoghurt.
Anchor Uno (Kids yoghurt)
Anmum.
Country Goodness (butter-margarine blend spread, cultured sour cream dips)
De Winkel (yoghurt)
Fresh 'n Fruity (yoghurt)
4. What is your frequency of purchase of Fonterra Co-operative Group Limited products in
a month?
…………………………………………………………………………..
5. Do you agree that Fonterra Co-operative Group Limited have variety in their product
line?
Yes
No
6. What is your opinion regarding the prices of the different products offered by Fonterra
Co-operative Group Limited?
Costly
Affordable

46MARKETING RESEARCH