Ethics in Market Research

This assignment delves into the ethical responsibilities of market researchers. It highlights the importance of protecting respondent privacy by refraining from using personal information for personal gain and ensuring the authenticity of gathered data through proper citations and utilizing reliable sources. The text also suggests continuous improvement in standards and effective application of marketing tools for long-term business success.

MARKETING RESEARCH REPORT

Table of Contents
Research topic.............................................................................................................................1
Background.................................................................................................................................1
Rationale.....................................................................................................................................5
Research objectives.....................................................................................................................5
Literature review.........................................................................................................................6
Proposed method.........................................................................................................................7
Timing.........................................................................................................................................8
.....................................................................................................................................................9
Ethical approval consideration....................................................................................................9
REFERENCES..............................................................................................................................11

Research topic
To analyse the impact of Branding on consumers purchase decision: a case study of
Ferrero UK.
Background
UK is the third largest market for sweets and chocolates in the world. Whereas, Ferrero
UK is the fourth largest organization in the world for the manufacturing of chocolates. This
company is the subsidiary of a Italian company Ferrero who operates with an aim to manufacture
variety of chocolates. Furthre the organization has started making mixed chocolates Nutella and
hazelnuts. This has increased the demand of this company for the variety of chocolates. For
further expansion, the organization has entered into UK market in 1966 and has become
successful in this market. The major reason behind the growth of this company is of its wide
range of product line. In addition to this, the stated firm offers different kinds of products which
has become the major reason of the success. Products offered by Ferrero UK are Nutella, tic tac,
Kinder kids and Kinder Bueno. This company operates in different markets like Asia, Middle
East, The United states and UK. The organization works with a motive to provide the best
quality chocolates to the customers. Their major focus is on implementing innovation in the
products offered an maintains profitability.
In order to analyse the internal and external environment of the company PEST and
Porters five forces is taken into consideration. The two stated analysis will help this organization
to get an overview about the factors which can affect the company position. In addition to this,
the analysis will also provide an assistance to identify the issues and to take corrective measures
to sort them out. However, the PEST analysis of this renowned company is stated below.
Political factors: The political factors may become responsible for affecting the productivity and
profitability of this company. These factors may become advantages or disadvantages while
trading in different economies. It is seen that, political condition of all the countries are not same
as their due to dynamic environment. For an instance, Ferrero operates in USA where the
political conditions are totally different. In addition to this, tax rates and taxes imposed by US
government will also varied. If the the tax rates are higher then it will directly impact on the sales
of the stock. In contrary to this, if rates will be lower then the purchasing of these chocolates will
be higher. The major impact which can be faced by this organization is related with obesity. The
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company trades in chocolates which contains sugar, coco powder etc. All these ingredients can
be responsible to increase the problem of obesity due to huge consumption.
Economic factors: This is another factors due to which Ferrero may get affected at international
level. Here, the major factor is inflation in which the rates of the chocolates will tend to be high.
This will also result in increasing the cost of production. The impact of the same can affect the
purchasing power of the consumers. However, this company needs to involve the inflation at the
time of making strategies. For an instance,if the inflation rate of UK market is increased then it
will affect the purchasing power of the consumers. When people are burdened with loan or have
less money then they will not spend money on unnecessary things like chocolates. Therefore, it
can be stated that, economic factors can have a major impact on this company.
Social factors: The business of Ferrero can be influenced by the trend of snacking. However, the
eating habits of people has changed over the years. However, changes in social factors can have
a huge impact on ferrero. For an instance, if the birth rates are increased then it will enhance the
demand of chocolates in young population. In contrary to this, diet problems can affect the
business. In present era, eating habits of people has increased the problems of obesity in the
population. If people start dieting then they will avoid eating chocolates which leads to affect the
production of this firm. However, this company is required to use effective promotional tools and
techniques so that they can catch the attention of maximum population. The ultimate impact of
the same will increase in the productivity of this company.
Technological factors: Technology plays an essential role in the increased production of the
chocolates. With the help of advanced technology, the organization is able to do huge production
of the chocolates. Besides productions, the company is also able to adopt different technologies
in order to communicate with customers. This has resulted in attracting the large n umber of
customers in small span of time. In addition to this, with the adoption of latest technology the
organization is able to market and promote its products effectively. This helps the company to
maintain and create a positive image in the minds of customers. In addition to this, the
organization is also able to make the customers understand about the importance of the products.
For an instance, organization can make effective use of online tools for the promotion
techniques. This will provides an assistance to the users to get informed about the new and
existing products of this company.
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In context to above, adoption of PEST analysis will help this company to evaluate the
current situation of this company at global level. As a result, the management of the cited firm
will be able to formulate the strategic plan and polices in order to deal at international level.
Besides this, the organization is also required to evaluate the micro environment of this
company. For the investigation of micro environment, the firm can adapt Porter's five forces in
which the venture will have major focus on five forces that are explained below.
Bargaining power of suppliers: Ferrero UK has maintained good and positive relations with the
suppliers in the world. The organization has great purchasing capacity where the suppliers gets
quality agriculture products from the farmers. However, the stated organization has greater
capacity to bargains with the suppliers (Gardialand Cox, 2015). The ingredients used in the
chocolates of Ferrero are well versed with quality. Hence, large number of suppliers are ready to
supply raw material to this company. This depicts that, the organization has higher power then its
suppliers. Besides this, the organization can adapt economies of scale and purchase raw material
at lower cost.
Bargaining power of buyers: Ferrero has a positive image in the as it is one of the largest
confectionery manufacturer in the world. However, this company has huge buyers all around the
world. But due to availability of different substitutes and competitors the organization may lose
its buying power (Papadopoulos and Heslop, 2014). Besides this, the rates of this chocolate is
comparatively higher than other chocolates. However, in case of inflation and economic crises
the buyers may switch over to the cheaper chocolate brands. As a result, in this situation the
bargaining power of the buyers are than the company.
Threats of substitutes: The major threat of substitutes which this stated brand may face is that
the other organizations copy the products of established brands. It may includes toblerone,
Cadbury etc. They manufacture the same products that are being produced by the top brands. I
addition to this, they provide the the copied chocolates at lower prices which can attract the
customers (Lee, Franke, and Chang, 2015). Generally, in case of chocolates the customers are
not so particular about the same chocolate. They can switch over to the substitutes if they find it
cheaper. Besides this, the company operates at international level which may get affected to the
local brands of the concerned economies.
Rivalry among the existing players: The stated company has different rivalry like cadbury and
toblerone. These are the brands who are continuously improving their products which can affect
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the productivity of this organization. However, the rivals of this organization has a major focus
on developing their products (LaPlaca, 2013). This can create a sense of competition for this
organization because they are using different promotional techniques for the development of the
products. However, rivals are always strong as compare to these companies.
Entry of competitors: In this industry, the entry may be difficult for the new organizations
because there are already strong competitors are available in the market. They offer chocolates
by adopting the concept of sustainability which helps these companies to provide global
competition. In addition to this, the competitors have power to gain the attention of the
customers. Here, the stated organization has more power to attract the customers as compared to
the new entries.
In order to analyse the strength and weakness of this company, SWOT analysis has taken
into consideration where the same are stated below.
Strengths: On the basis of this analysis, the strength of Ferrero is its brand awareness. In
addition to this, the organization provides quality chocolates to the customers which has gain the
attention of the customers. The organization is of capable meeting the requirements and demands
of the market by offering variety of products. Besides this, the firm focuses on innovation which
is the major requirement of this industry.
Weakness: There are certain weakness of this company such as the organization is strongly
dependent on the suppliers which can affect the capabilities of the firm. Besides this, the
company also has lack of control as they are dependent on the providers. This has resulted in
restricting the company's abilities and opportunities.
Opportunities: Quality remains the same over the years. Ferrero knows its customers and is able
to perfectly meet the demand. Also, regarding R&D, continuous researches are done aiming at
developing new and original products by Soremartec. Ferrero invest every year in bringing
technical and organizational innovation to the production line. Indeed, the uniquely shaped
components of Ferrero required the design and construction of unique machinery so that it can
provide different products to the customers.
Threats: There are certain threats which may affect the position of this organization such as
health regulation and strong competitors. In terms of health regulation, the profitability of the
company can get affected due to the changing policies. For an instance, in order to maintain the
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health policy the health department conduct different campaigns such as anti-obesity in which
the organizations like Ferrero gets affected which leads to the operations of this company.
Rationale
This research is being conducted to analyse the impact of Branding on consumers
purchase decision: a case study of Ferrero UK. Whereas, branding plays an essential role on the
purchase decisions. Branding can be defined as the process of evaluating the value of the product
with the help of different factors. This concept helps in gaining the attention of the customers by
considering various approaches like promotion, advertising, labelling and packaging. However,
all these process provides an assistance to the company to make a customer to buy a particular
product. If the branding is done effectively then it will help the customer to take the buying
decisions in an efficacious manner. In addition to this, branding allows an organization to deliver
the message of the company to the customers in a true manner. It depends on the company how it
formulates marketing strategies in a way that the objectives of the company can be ascertained.
As per the scenario of Ferrero, the company has wide range of products in which the
company had introduced Kinder Bueno in UK in 2004. This is one of the odd brand as it is the
mixture of German and Spanish to create the taste experience which is different. This is one of
the most ambitious product of this stated company but here the organization is facing certain
challenges in terms of manufacturing. In addition to this, the company is also aimed at the
sizeable group of adults who limit their consumption of sweets and chocolates for the health
reason. However, the company is tried to offer the packs with less calories chocolates in order to
control the health issues. For the same, the organization is required to adapt the branding
strategies so that this can help the company to deliver the message to the customers.
However, the research will help the stated organization to identify the impact of Branding
on consumers purchase decision. This will remain useful for both the customers and the
organization as well. After this research the company is able to take appropriate decision making
for the adaption of requisite marketing strategies. If the branding is done effectively then it will
help the customer to take the buying decisions in an efficacious manner. In addition to this,
branding allows an organization to deliver the message of the company to the customers in a true
manner. It depends on the company how it formulates marketing strategies in a way that the
objectives of the company can be ascertained.
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Research objectives
The present research is conducted with a motive to enlighten the impact of Branding on
consumers purchase decision. There are certain objectives are stated below.
 To evaluate the concept of branding
 To investigate the consumer decision making
 To identify the impact of branding on consumer decision making
Literature review
Concept of Branding
According to the (Bergkvist and Bergkvist, 2016) Branding is the major tool for selling
the product and it is also most important component of the total personality of the product. It
gives a greater meaning to Company and the product which the company sale. It can be done
through many ways like making an effective appeals and market messages. It differentiate the
organisation from other competitors. Brand recognition is done by providing better quality
products and services. Companies build their brand name through a memorable image or
symbols such as logos , image and phrases. Organisation can also use catchy slogans, words or
sentence which make organisation strongly connected with the consumers. For instance, people
recognize the organisation by hearing the slogan. (LaPlaca, 2013) Branding make a unique
image of an organisation in the people mind. It can be done mainly through advertising and by
providing best and high quality product. It make the presence of the organisation different from
others which retain and attract loyal customers. When the product become successful the brand
recognition become very easy. Right branding leads to high profit.
Investigation of consumer decision making
From the point of view (Papadopoulos and Heslop, 2014) consumer decision making is
the process through which consumer firstly recognise their need that what they want to buy.
Than they do research on the product which they need to buy and gain all the information related
to the product. After recognition of need and finding all the information related to the product
they look out for different alternatives available for their needs. And they also find the substitute
of the product which they are buying and after all these steps they take a purchasing decision
which is based on the psychological and economical factor which influence the decision making
of the consumer. On contrary to this,(LaPlaca, 2013) Consumer decision also depends on the
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cultural group and social values of the customer. It also depends on the reviews which other
people give for that product. Consumer decision making depends wholly on the way they think
and according to the surrounding in which they live.
Impact of branding on consumer decision making
(Zinkhan, Gardial and Cox, 2015)Branding directly impact the consumer decision
making as at the time of making investment consumer wants loyalty they always prefer for a
good brand same is with Ferrero rocher. As it is a premium brand in the chocolate many people
prefer this brand. As brand provide recognition of the product it is very important to do branding
for the product which leads to increase in the profit and consumer. In addition to this, branding
can have both the impacts i.e. positive or negative. However, positive impact is that the company
will be able to increase its customers base with the help of branding. This concept will result in
delivering the message of the company to the customers with relation to the products. This will
help the company to attain its goals and objectives in an effective manner (Sintonen, S. and et.al.,
2016).
Proposed method
Research approach: There are two types of research approaches such as inductive and
deductive. However, the inductive research is used when the new theories are generated. With
the help of this approach, an investigator is able to get the appropriate information with reference
to the selected research topic. On contrary to this, deductive approach is considered when the
hypothesis is prepared. Here, the questions are prepared through which the end conclusion is
made. For the present research topic, inductive approach is going to be adopted. This will help
the researcher to analyse the impact of Branding on consumers purchase decision: a case study of
Ferrero UK (Sintonen, S. and et.al., 2016). Inductive research will allow to collect information in
desired manner. With an assistance of this key measures can be taken into account for
sustainable values.
Research design: Research design can be defined as the strategic plan which consist of three
methods i.e. descriptive, experimental and case study. Exploratory research the end conclusion is
explored on general basis where the data is vague. In addition to this, there is a flexibility of the
data and no specific procedure for the same is adopted. On other side, descriptive research is one
which is based on existing theories and concludes a specific insight. In this method, the clarity of
data is exist because this is based on the existing theories and principles. However, for the
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current research topic descriptive research is taken into consideration (Bhasin, 2016). In addition
to this, it can be stated that exploratory design will be considered as critical aspect in order to
ensure about application of different methods. Effective application of research blue print can
also be considered as critical aspect. It helps in meeting objectives and ensure that effective
outcome are being attained.
Research type: Mainly, the two methods can be adopted by the researcher i.e. qualitative and
quantitative method. However, the methods are being adopted as per the need of the investigator.
The research may opt qualitative or quantitative research. Whereas, qualitative research method
is used to analyse the behaviour and science. In this research the attributes of the respondent is
considered where numerical data is not taken in this form of research. Besides this, quantitative
research is purely based on the numbers and data which are in numerical form. For the present
research, the researcher can use qualitative method. Here, the employees will be respondents
who will be asked the questions (Zinkhan, Gardial and Cox, 2015).
Data collection: With the help of data collection, a research gets appropriate guidance for inn
order to gather the requisite data and information. These methods helps the researcher to use the
information for the effective solution of the research problem. There are two types of data
collection methods are available such as primary and secondary. The primary data can be
identified as the data which is collected for the first time by the researcher. On another hand,
secondary data is the one which is gathered form available sources like books, journals, internet
and other sources. In order to identify the impact of Branding on consumers purchase decision: a
case study of Ferrero UK, both the methods can be adopted by the researcher. With the help of
primary data, the researcher will be able to identify the opinions of respondents. On other hand
with the help of secondary data, the end conclusion will be made (Sintonen, S. and et.al., 2016).
Sampling: The research has available two method such as probabilistic and non-probabilistic
sampling methods. However, probabilistic sampling is the method includes random sampling
and systematic sampling. Besides this non- probabilistic sampling methods are based on cluster,
quota and convenience sampling. For the present scenario, to analyse the impact of Branding on
consumers purchase decision: a case study of Ferrero UK random sampling method will be
adopted. With the help of this method the researcher will be able to identify the purchase
decision for the desired product (Lee, Franke and Chang, 2015). The respondents are termed as
sample and number of respondents are considered as sample size. For the present investigation,
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random sampling technique which is a part of probabilistic sampling method is adopted. With an
assistance of this, key outcomes can be attained in desired manner.
Data analysis: In order to analyse the data, the researcher has two methods available i.e.
qualitative and quantitative. Both the methods are used at different places such as qualitative
methods are consist of thematic analysis and quantitative method is done with SPSS and excel.
Here, the researcher can use thematic analysis (Bergkvist and Bergkvist, 2016). It will allow to
have effective development of results so that better outcome can be attained. It helps in meeting
objectives so that long term sustainability can be attained effectively.
Timing
Sr.
No.
Activities List of activities Weeks Preceding activities
1 A Meeting and consulting supervisor 1
2 B Developing and finalizing proposal 1 A
3 C Proposal submission 2 B
4 D Approval of supervisor 1 C
5 E Critical literature review 5 D
6 F Data Collection 4 D
7 G Analysis of data 4 E,F
8 H Interpretation of data 3 G
9 I Drafting the complete project 4 E,G
10 J Reviewing the complete project 2 I
11 K Finalizing the project 1 J
12 L Submission of the project 1 K
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Ethical approval consideration
In order to conduct the research process effectively, the first step is to adopt the ethical
consideration. The researcher is required to focus on certain things so that his/ her efforts remain
successful. It is the duty of researcher not to use the respondents personal information for their
personal use so that authenticity can be maintained. In addition to this, the researcher make sure
of adopting the fruitful sources of information so that end solution can be effective. Besides this,
the researcher needs to make sure of proper citations for the authentic sources. This will help in
ensuring the authenticity and reliability of the data and information gathered.
In addition to this, it can be recommended that company can focus on continuous
improvement in standards so that long term sustainability can be advanced. It is significant for
management to ensure that standards are being referred effectively in order to lead business
towards impressive level of success. Along with this, application of marketing tools is also
significant to consider by management.
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REFERENCES
Books and Journals
Bergkvist, L. and Bergkvist, L., 2016. The role of C-OAR-SE in marketing
measurement. European Journal of Marketing.50(11). pp.1953-1958.
Gustafsson, A., Herrmann, A. and Huber, F. eds., 2013. Conjoint measurement: Methods and
applications. Springer Science & Business Media.
LaPlaca, P.J., 2013. Research priorities for B2B marketing researchers.Revista Española de
Investigación en Marketing ESIC, 17(2), pp.135-150.
Lee, N., Franke, G.R. and Chang, W., 2015. Empirical Agreement Between Formative and
Reflective Measurement Models: A Monte-Carlo Analysis. InProceedings of the 2009
Academy of Marketing Science (AMS) Annual Conference (pp. 7-7). Springer
International Publishing.
Papadopoulos, N. and Heslop, L.A., 2014. Product-country images: Impact and role in
international marketing. Routledge.
Sintonen, S., Tarkiainen, A., Cadogan, J.W., Kuivalainen, O., Lee, N. and Sundqvist, S., 2016.
Cross-country cross-survey design in international marketing research. International
Marketing Review, 33(3), pp.454-482.
Zinkhan, G.M., Gardial, S. and Cox, K.K., 2015. Field and Laboratory Experiments in Retailing
and Marketing Research. In Proceedings of the 1990 Academy of Marketing Science
(AMS) Annual Conference (pp. 471-474). Springer International Publishing.
Online
Bhasin. H., 2016. Available through:<http://www.marketing91.com/marketing-mix-ferrero-
rocher/>. [Accessed on: 16th December 2016].
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