Marketing Research for Ahead Limited on Kiwi Fruit Product

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The marketing manager of Ahead limited needs a thorough evaluation of the company in order to decide the best marketing skills to employ and the adjustments to make in the company. This project focusses on finding out the nature, suggestions and the purchasing habits of the existing customers of the company in order to discover patterns and trends to help in making the necessary steps to improve sales, product quality and service quality.

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Running head: PROJECT REPORT 1
Assignment 3
Marketing Research
Name:- Karan sarao
EXECUTIVE SUMMARY
The marketing manager of Ahead limited needs a thorough evaluation of the company in order to
decide the best marketing skills to employ and the adjustments to make in the company. This project
focusses on finding out the nature, suggestions and the purchasing habits of the existing customers of

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the company in order to discover patterns and trends to help in making the necessary steps to improve
sales, product quality and service quality. The main objective of the company is to make enough
discovery to advise the company’s marketing manager on the best practices to implement for sales
improvement. Sixty customers have been interviewed and the results of the interview analyzed and
recommendations made to the Ahead Company’s marketing director. Some of the recommendations
made to the marketing director were, the products and competition should be put into consideration
during the process of deciding the company’s marketing strategy, more focus should be put into the
internet and television as the marketing channels, since the KIWI fruit is a nutritional product customer
education is essential and the cost of the KIWI fruit should be reduced in order to increase the market
base.
TABLE OF CONTENTS
Contents
EXECUTIVE SUMMARY.................................................................................................................................2
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CHAPTER 1...................................................................................................................................................4
INTRODUCTION...........................................................................................................................................4
Importance..............................................................................................................................................5
Scope of Study.........................................................................................................................................5
Research Question...................................................................................................................................5
Objectives................................................................................................................................................6
CHAPTER 2...................................................................................................................................................6
DATA COLLECTION.......................................................................................................................................6
Data.........................................................................................................................................................6
Qualitative Data.......................................................................................................................................6
Quantitative Data....................................................................................................................................6
Steps Involved.........................................................................................................................................6
Data Gathering/ Collection......................................................................................................................6
Data Processing.......................................................................................................................................7
Data Presentation....................................................................................................................................7
Data Collection Methods.........................................................................................................................7
Primary data........................................................................................................................................7
Data Samples...........................................................................................................................................7
Ethical Considerations.............................................................................................................................8
CHAPTER 3...................................................................................................................................................8
METHODOLOGY...........................................................................................................................................8
Sampling..................................................................................................................................................8
Probability sampling............................................................................................................................9
Determining Sample size.....................................................................................................................9
CHAPTER 4...................................................................................................................................................9
RESULTS ANALYSIS AND DISCUSSION..........................................................................................................9
Results and Analysis................................................................................................................................9
Discussion..............................................................................................................................................19
CHAPTER 6.................................................................................................................................................21
CONCLUSSION AND RECOMMENDATIONS................................................................................................21
Conclusion.............................................................................................................................................21
Recommendations.................................................................................................................................21
REFERENCES..............................................................................................................................................22
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CHAPTER 1
INTRODUCTION
There are various strategies involved in marketing whereby every organization must choose carefully the
strategies which best fit them in order to make good sales and thus attain their objectives. When

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identifying the strategies to employ factors such as the target market, the product or service,
competition and the value of the product are put into consideration (Noble & Mokwa, 2009). Marketers
must have excellent business intelligence for them to upsurge response rates from customers. In
business marketing there are multiple influencers on the customer purchase decision which have to be
considered. Many businesses employ marketing specialists to help in pushing forward the marketing of
their products. Many large organizations have specialist who are highly specialized in a specific strategy
thus every strategy employed has a specialist in charge. With the ever changing world markets many
businesses rely on statistics in making decisions on the marketing strategy to use (Vorhies & Morgan,
2013). Organizations study the purchasing patterns of their customers and seek to find out from them
how they knew about their products in order to gauge the effectiveness of each strategy they have
employed. The marketing strategies used by organizations are such as the use of the internet, television,
traditional means such as newspapers and the use of sales people. In the modern society traditional
means such as the use of the newspapers and sales people seem less effective for many businesses thus
they opt for modern means such as the use of the internet (Kotler & Scheff, 2007). This project is based
on the Ahead Limited located in Auckland Region and has served customers for the past 13 years. Ahead
limited is a health based company with products that promote health diet such as the Kiwi fruit. The
marketing director of the company has requested that a thorough research be conducted on the
effectiveness of their marketing strategies, suggestions from the customers on the best marketing
methods to be employed and how to improve the products and the opinion of the customers on their
company in general. The director has suggested that main focus of the project to be Kiwi fruit.
Importance
The purpose of this research is to provide recommendations to the Ahead Limited marketing director on
the best marketing strategies to employ in order to ensure improved sales in the company.
Scope of Study
This project is based on the survey on the customers of Ahead Limited located in Auckland Region. A
market research is to be done on the Kiwi Fruit product with the aim of providing recommendations to
the client on how to improve the product’s marketing and the company services in general.
Research Question
This research is aimed at answering various questions such as:
a. Who are the customer of Ahead limited?
A thorough description of the customers will be done with consideration of factors such as occupation,
income, educational attainment and the age.
b. What are the customer’s buying habits?
A thorough research will be done to show the buying habits of this customers with the aim of finding out
the best marketing strategies for the company’s goods and services.
c. Why do customers buy the Kiwi Fruit?
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This will be aimed at finding the main reason why customers buy the product with the objective of
improving the product even further to improve sales.
d. Any customer suggestions and recommendations?
This will be aimed at showing the perspective of the customers on how they would like the company to
be like where there should be improvements and where they commend the efforts employed by the
company (Andreasen, Kotler & Parher, 2008).
Objectives
Analyze Ahead limited customer data
Analyze the market of the Kiwi Fruit from the company
Develop recommendations on how to improve services, products and marketing strategies in
the company
CHAPTER 2
DATA COLLECTION
Data
These are statistics and facts collected together for analysis or reference. Data can be categorized in to
two main classes, qualitative and quantitate data.
Qualitative Data
This is data that cannot be expressed numerically but represented using other variables in this project
an example is the suggestions from customers on the best marketing strategies to employ in Ahead
limited.
Quantitative Data
This is data that can be expressed in numerical form, the data has been keyed in in excel representing
the perception of the customers on the marketing strategies and the business in general.
Steps Involved
The following steps were involved in data collection to the analysis stage.
Data Gathering/ Collection
This was the first step and it involved collecting data. The data in this project was gathered from the
existing company customers through sending them emails, calling them and administering
questionnaires physically.
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The questions asked were the same in all the channels of surveying. Besides the method of observation
was applied on the company’s operations in order to discover any anomalies and find out the company
strengths.
Data Processing
The data was processed using the excel formulas and functions, tables and charts were developed to
simplify the data and make it easily interpretable (Gronroos, 2007).
Data Presentation
The final computed data has been presented in order to finalize any data analysis project using charts
and tables.
Data Collection Methods
Primary data
The primary data for the project has been gathered to help in analyzing the current sales of Ahead
limited and evaluate the effectiveness of the current strategies employed by the company. The primary
data was gathered through the following strategies:
Survey
Surveys were conducted by mail and online.
Observation
Customer trends were observed to discover patterns
Interviews
Interviews were carried out some of them being by telephone and some face to face
Questionnaires
Some of the chosen customers were given questionnaires to fill both online and by mail (Kohli &
Jaworski, 2010)
Data Samples
The collected data was tabulated in excel as follows:

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Figure showing the collected data from customers documented in excel.
Ethical Considerations
To ensure that the project will uphold ethical standard certain things were put into consideration during
the research process. The principle of informed consent was applied in that the respondents were
informed on the study and its objectives before their consent was sought to take part in the interview.
CHAPTER 3
METHODOLOGY
The project was successful since data was corrected and analyzed and recommendations made.
Sampling
The project will dealt with a medium sized sample since a large sample has the disadvantage of
increasing the cost and time of the project. Since both quantitative and qualitative data were used in
this project the sample size did not influence the project that much. The research picked a sample size of
60 participants to take part in the marketing research investigation (Andreasen, 2005).
Probability sampling
The method of stratified random sampling was used to sample the customers. This involved the
grouping of the customers into various classes considering factors such as gender, socioeconomic status
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and the age. It was ensured that all the strata did not have overlaps. The final list was selected from this
strata.
Determining Sample size
The sample was picked from the customers of the Ahead limited who have purchased the Kiwi fruit
using the probability sampling method. The sample size was calculated using the formula:
Sample Size = (Z-score)2 * StdDev*(1-StdDev) / (margin of error)2
Z-score= 1.96
Margin of error = +/- 5%
= 60
60 customers have been chosen as the respondents in this project.
(Stoelhorst & Van, 2014)
This process was practical and easily executable since it enabled the covering of all the various customer
categories. The customers were classified using factors such as gender, socioeconomic status and the
age. Thus all groups were well covered.
CHAPTER 4
RESULTS ANALYSIS AND DISCUSSION
Results and Analysis
Age of the respondents
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The table shows the mean of the age of respondents.
The average age of respondents was 38 years thus most of the customers of the Kiwi Fruit are the
elderly.
Occupation of the respondents
The table shows the percentage and frequency of the occupation of respondents

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The chart shows the percentage of the occupation of respondents
The statistics show that there are more medical practitioners in the customers of the kiwi fruit than the
other professions
Income range of respondents per month
The table shows the percentage and frequency of the respondent’s income
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The chart shows the percentage of the respondent’s income
The statistics show that high income earners buy the kiwi fruit more as compared to lower income
earners
Educational attainment of respondents
The table shows the percentage and frequency of the educational attainment of respondents
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The chart shows the percentage of the educational attainment of respondents
How many times do you buy the Kiwi fruit in a month

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The table shows the buying habits of the respondents on the Kiwi fruit.
The mean is 5.21 which is quite impressive showing that the demand for the Kiwi fruit is high.
Why do you buy the Kiwi fruit?
Table showing the percentage and frequency of the reason why customers buy the Kiwi fruit
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Chart showing the percentage of the reason why customers buy the Kiwi fruit
Majority of the customers buy the kiwi fruit for nutritional purposes
Rate the services received out of 10?
The table shows the mean of the customer rating of the services they received out of 10
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The mean rating is 6.25 which is great since it shows that majority of the customers are impressed with
the services they received.
The table shows the standard deviation of the services received by customers
The 2.41 standard deviation is low showing that most of the member rating is close to the mean rating
thus majority of the members showed satisfaction on the services of Ahead limited.
How did you learn about Ahead limited?
The table shows the percentage and frequency of how customers learnt about the Ahead limited

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The chart shows the percentage of how customers learnt about the Ahead limited
The statistics show that most of the customers learnt about the product via the internet
Which marketing strategy do you think will be most effective?
Table showing the percentages and frequency of customer suggestions of the most effective marketing
strategy
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Chart showing the percentages of customer suggestions of the most effective marketing strategy
Almost all the customers at 88% suggested that the company should use the internet as the main mode
of marketing the kiwi fruit.
Would you recommend the Product and Ahead limited to your friends?
The table shows the frequency of if customers would recommend Ahead limited
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The chart shows the percentage of if customers would recommend Ahead limited
Almost all the customers amounting to 92% stated that they would recommend the Kiwi fruit by Ahead
Company to their friends
Discussion
a) Age of the respondents
Majority of the customers who buy the Kiwi fruit are the elderly according the statistics. When deciding
the marketing strategies to employ the target market must be put into consideration in order to decide
the marketing strategy to employ.
b) Occupation of the respondents
From the statistics majority of the customers of the product are medical practitioners this is because
they are well educated on the health benefits of the Kiwi Fruit, the lowest are teachers and students.
This necessitates that the company should educate its potential customers on the health benefits of the
product in order to increase sales.
c) Income range of respondents per month
High income earners make most of the purchases according to the statistics this necessitates that the
company reduces its pricing of the product in order for low income earners to afford it comfortably.

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d) Educational attainment of respondents
Most of the customers of the product are the degree holders since they are the once who have enough
knowledge on the benefits of taking nutritional products such as the Kiwi fruit.
e) How many times do you buy the Kiwi fruit in a month
The Ahead Company’s product is good from the statistics majority of the customers make a huge
number of purchases of the product per month.
f) Why do you buy the Kiwi fruit?
Most of the customers of the Kiwi Fruit understand its nutritional benefits thus responded that the main
reason for the purchase is for nutritional benefits.
g) Rate the services received out of 10?
The services of the Ahead limited are excellent according to the statistical results. Most of the customers
are impressed by the services they received. This shows that the company’s staff are keen at enhancing
a good customer service culture.
h) How did you learn about Ahead limited?
The internet is dominant in the event customers were asked how they learnt about the company and its
products. Most of the customers learnt about the product through YouTube advertisements and google
Ads. The television networks come second, this represents the transformation which has been
experienced in world markets.
i) Which marketing strategy do you think will be most effective?
Most of the marketing strategies in the world currently focus on internet advertisements. This is evident
from the opinion of the customers who suggested the internet as the main focus which will ensure a
boost in the company sales (Noble & Gruca, 2009).
j) Would you recommend the Product and Ahead limited to your friends?
The number of customers who said they will recommend the product was extremely high at 92%. This
confirms that the product quality is excellent.
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CHAPTER 6
CONCLUSSION AND RECOMMENDATIONS
Conclusion
Marketing is an essential part in the running of every organization. In order for a business to thrive it
must have clients who are willing to spend their money on its products. Thus every business has to
consider carefully the marketing strategies they employ. In this case the Ahead Limited’s performance is
impressive since majority of the customers are impressed about its products and services and have
indicated their readiness to recommend them to their friends. The management of the company should
keep into consideration the outlined factors such as the target market and the customer suggestions
when deciding the best marketing strategies to employ in the business. From the statistical results
online marketing is the best strategy to employ in the business. The marketing manager of Ahead
limited together with his team must put customer product education into consideration in order to
create awareness of the benefits of the Kiwi Fruit.
Recommendations
The company should keep up with the high quality of services that they offer to the customers
and even improve them further in order to expand their customer base.
The quality of the company products is high thus highly recommended by the customers this
should be maintained at all costs.
During the process of deciding the marketing strategy to employ in the company factors such as
the target market, the product and the competition must be put into consideration.
The company should put its main focus the internet and television as the main marketing
strategies since they are the once which have bared the best results and are highly
recommended by existing customers.
Customer education on the product is essential, since the Kiwi Fruit is a Nutritional product all
advertisements must have this element in order to attract more customers.
The company should consider reducing the cost of the Kiwi Fruit in order to increase their
customer base since most of their current customers are high income earners thus low income
earners are locked out.
The company must consider the option of providing after sale services in order to increase the
level of customer happiness thus increase the customer recommendations to friends.
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REFERENCES
Andreasen, A. R. (2005). Marketing social change: Changing behavior to promote health, social
development, and the environment (p. 101). San Francisco: Jossey-Bass.
Andreasen, A. R., Kotler, P., & Parker, D. (2008). Strategic marketing for nonprofit
organizations (pp. 44-53). Upper Saddle River, NJ: Pearson/Prentice Hall.
Brown, J. D. (2011). Likert items and scales of measurement. Statistics, 15(1), 10-14.
Cooper, D. R., Schindler, P. S., & Sun, J. (2006). Business research methods (Vol. 9). New
York: McGraw-Hill Irwin.
Day, G. S., & Day, G. S. (2010). Market driven strategy: Processes for creating value (pp. 10-
18). New York: Free Press.
Doyle, P. (2009). Value-based marketing: Marketing strategies for corporate growth and
shareholder value. John Wiley & Sons.
Grönroos, C. (20077). Keynote paper from marketing mix to relationship marketing-towards a
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Kohli, A. K., & Jaworski, B. J. (2010). Market orientation: the construct, research propositions,
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Kotler, P., & Scheff, J. (2007). Standing room only: Strategies for marketing the performing
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Kotler, P. (2009). From sales obsession to marketing effectiveness. Graduate School of Business
Administration, Harvard University.
Noble, C. H., & Mokwa, M. P. (2009). Implementing marketing strategies: Developing and
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Noble, P. M., & Gruca, T. S. (2009). Industrial pricing: Theory and managerial practice.
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Vorhies, D. W., & Morgan, N. A. (2013). A configuration theory assessment of marketing
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Velleman, P. F., & Wilkinson, L. (2013). Nominal, ordinal, interval, and ratio typologies are
misleading. The American Statistician, 47(1), 65-72.
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