Green Marketing and Its Impact on Consumer Buying Behavior

Running head: MARKETING RESEARCH
Marketing Research
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MARKETING RESEARCH
Table of Contents
1.0 QUESTION 1............................................................................................................................2
Part A: Evaluation of the draft questionnaire..............................................................................2
Part B: Data collection method suitable for the survey...............................................................3
Part C: Type of sampling method suitable for the survey...........................................................4
Part D: Data analysis method suitable for the survey..................................................................4
2.0 QUESTION 2............................................................................................................................5
3.0 QUESTION 3............................................................................................................................8
4.0 QUESTION 4..........................................................................................................................10
Part A: Benefit to supermarkets from longitudinal survey regarding their brand segments.....10
Part B: Recommendation on longitudinal research formulated.................................................11
5.0 Reference List..........................................................................................................................13
6.0 Appendix..................................................................................................................................15
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MARKETING RESEARCH
1.0 QUESTION 1
Part A: Evaluation of the draft questionnaire
The major objectives that is highlighted for the research are gaining the understanding of
the consumer segments for “Toothpastes and Oral Hygiene product category”, determination of
the brand preferences for the concerned segment and level of acceptance of range of premium
private-label Toothpastes and Oral Hygiene products along with the determination of the brand
positioning strategy that will help to get success for the selected product category.
The first question addresses the gender of the respondents; while the question for the age
category is not asked in the survey. Boztepe (2012) stated that the buying attitude of the
consumers varies with their age and their perception and hence question related to age should be
present to fulfill the third objective that is “whether or not the consumer accepts premium
private-label toothpaste and other oral hygiene products”. However, the second question is
suitable for the obtaining the research objectives as the awareness of the oral hygiene among the
people decides their attitude towards buying such products. Thus, question regarding the level of
education the respondent have is appropriate. Dar et al. (2013) furthermore believed that oral
hygiene is the most neglected aspect of human health and based on the income level, a person
decides to spend for their health and hygienic products. Thus, asking question on whether or not
a respondent is employed or not seems to appropriate so that their income level can be assed.
This will help the organization to fix the range of the oral hygienic products. Furthermore, the
next question is related to annual before tax income of the main income earner. This question
however can be omitted from the survey questionnaire. The next question is related to the kind of
work the respondents are associated. This question can be placed after the question for
educational qualification. The prime reason for the same is that the awareness in knowledge also
depends on the kind of work environment where the respondents are working. Taken for
instance, a farm labor does not have the awareness regarding oral hygiene; while, an owner of a
firm of professional in beauty and cosmetics or medical stream have such knowledge. Thus, this
question is appropriate for obtaining the desired research objectives.
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MARKETING RESEARCH
The second part of the questionnaire is about category usage for oral hygienic products. e
question for how frequent does the respondents use oral products and kind of products helps to
obtain the idea what products should the supermarket introduce in their oral hygienic section.
Asking question for daily toothpaste usage and the timing of brushing also make the authority to
learn about brand preferences and brand associations for oral hygiene product category; hence,
obtaining the second research objective. The next question is related to grocery shopping for the
respondent’s household. This question can be skipped from the survey questionnaire as it does
not seem to be relevant. Moreover, the next question is related to the preference of branded
products compared to cheap products. This question allows the supermarket authority to assess
their buying attitude concerning price and quality of the oral products. The next question
highlights the pricing preference of the respondents for a 100g pack of toothpaste, which will
help the authorities to obtain all the four objectives. Niazi et al. (2012) depicted that people
intends to pay more for a premium products and hence details about pricing and the quality that
they desire is beneficial to gather. The question number 6 focuses on the dental care regime
which is also beneficial for obtaining the objective of products categorization and brand
positioning. However, this question can be asked before so that awareness of usage of toothpaste
among respondents can be attained. Question 7 also a good question for getting the objectives of
knowledge regarding the understanding the consumer segments and brand preferences and brand
associations. This question also ask about preference regarding nation owned brands, flavor
preferences of the toothpastes and other which will help the authorities to fulfill the last
objectives that is the brand positioning. The next question highlights the brand awareness and
questions like purchase of a brand’s toothpaste and mouthwash in last 3 months, whether or not
is the brand their favorite one and then presents different brand’s name will be beneficial for the
research to obtain the research objectives.
Part B: Data collection method suitable for the survey
Wahyuni (2012) depicted that data can be collected through two methods- primary data
collection and secondary data collection. In primary data collection method, the research
questions are asked directly to the respondents. On the other hand, in secondary data collection,
the data are collected from secondary sources like journal articles, peer research papers,
newspaper statistics and authentic websites. In this case, the most recommended method for
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