Research Methods for Marketers

This project examines the application of research methods in the marketing context, focusing on the juice and smoothie industry. It analyzes secondary research, proposes a research plan, analyzes key findings, and provides recommendations for Juice-Land, a UK-based firm, to meet the evolving needs and wants of customers in the health-conscious beverage market.

RESEARCH METHODS FOR
MARKETERS

1. INTRODUCTION.......................................................................................................................3
2. SECONDARY RESEARCH ......................................................................................................3
3. PROPOSAL PLAN .....................................................................................................................5
3.1 Research problem..................................................................................................................5
3.2 Research Objectives- ............................................................................................................5
3.3 Data collection......................................................................................................................5
3.4 Sampling- .............................................................................................................................6
3.5 Research instruments-...........................................................................................................6
3.6 Data analysis-........................................................................................................................6
4. Key findings and recommendations- ..........................................................................................6
4.1 Expected data and recommendations-...................................................................................6
5. Conclusion...................................................................................................................................7
6. References....................................................................................................................................9
7. Appendix.................................................................................................................................9
7.1 Graphs from the web (secondary research)...........................................................................9
7.2 The completed interview guide.............................................................................................9

1. INTRODUCTION
Market research is kind of activity that aids to collect the information about the target
market and customers (Herkenhoff, 2018). This is one of crucial component of business strategy.
It is systematic problem analysis that aids to carry out each thing effectively. Thus, present report
is based on the business activities of juice-land, it is firm that healthier juice drinks in order to
meet the needs and wants of customers.
2. SECONDARY RESEARCH
2.1 Market background
The fruit market juices, drinks and smoothies market in UK is continually increasing at the
boom level. Thus, it has become the one of the highly influencing business that aids to influence
the customers. Fruit juice is one of the popular choices in beverage among the UK. In addition to
it, fruit juices contains range of minerals, vitamin and bioactive and this all are essential for good
health (Yokokawa and et.al., 2018). It can help to reduction in risk of suffering from variety of
chronic disease. Hence, it can be stated that smoothies popular dietary products. Therefore,
attitudes, behaviours and beliefs play different roles. It’s must be legally made of 100% pure
fruit juice. As per the analysis, it has been founded that operators in juice and smoothie bars
industry must put their primary focus on fresh fruit juices and smoothies.
Thus, it can be stated that the changes in customer trends over the past few decades has
affected the performance of industry. In addition to it, this can be said that the customer find high
sugar content of fruit juice that has damaged the reputation of industry. However, the fall in
demand for fruit juice partially offset by enhancement of demand for vegetables juice blends. In
UK, there are number of juice a shop that uses the coconut water brand like vita coco that is
inclusive in the fruit juice market. Therefore, juice industries has negatively affected by the one
of the growing concern that is high sugar content and its adverse and negative impact on the
health of person. Thus, consumer in this way has moved away from juice to healthier drinks.

Illustration 1: Fruit juice and smoothies
(Source: UK Public underestimating sugar levels in popular drinks, 2012)
2.2 Attitude towards fruit juices, juice drinks and smoothies
With the depth survey analysis, it has been found that global fruit and vegetables juices
and market size was valued at USD 15418 billion in 2016 and very soon it will be expected to
grow at the CAGR of 5.93%. Hence, it can be said that rise in consumption of these
commodities, changes in taste and preferences of customers, to adapt healthier juice all are those
major factor that leads to accelerate the growth of market at the global level. In the modern
scenery, the health and fitness have become the most vital and in order to be effective it is
essential to shift the consumption of healthy juice from the aerated sodas. Hence, changes in
lifestyles and awareness in relation to consumption of healthy and balanced diet have benefited
in terms to steered the growth of global juice market (Nuno and et.al., 2018). In this, it can be
stated that growth of global juice market entirely dependent over the geographical distribution
and availability of fruits and vegetables. Hence, it can be stated that juices constitute the most
competitive segment. Furthermore, demand for healthy commodities and fitness conscious
customers are one of the leading driver within global juice market.

2.3 Perception about fruit juice, juice drinks and smoothies
In order to meet the wants and needs of consumer, manufactures of juice products must
put their consideration over differ varieties and flavours of juice and that is inclusive of things as
innovative and attractive packaging and better and effective product development. Thus, dietary
and health concern are rapidly rising among the consumers demand for vegetables and fruit juice
is also enhancing. In order to maintain strong hold in market, firm leads to enhance investment in
research and development activities and that supports to put consideration on increasing brand
image. Manufactures of juice are striving to capitalize on the opportunities that arise
consumption of orange juice in developed countries.
3. PROPOSAL PLAN
3.1 Research problem
To investigate the ways to meet the needs and wants of customers to introduce new healthier
juice drink and smoothies. With reference to case study of juice-land.
3.2 Research Objectives-
 To examine the changing trends of customers to meet the desired profitability.
 To identify ways to meet consumer needs by growing business and expands its product
portfolio.
 To recommend suggestive measures to introduce new healthier juice drinks as part of
offering designed to meet the changing needs and wants of customers.
3.3 Data collection
This is process that is defined as gathering and measuring information based on variables
of interest so that detailed reporting can be collected. There are methods of collecting data as
primary and secondary (In focus: Juices and smoothies, 2015). In order to determine the impact
of Attitude towards fruit juices, juice drinks and smoothies the researcher must have the use of
primary and secondary technique. So, primary survey method can be used to conduct the reliable
research. By the use of primary technique the first hand information can be gather with reliable
number of the respondents.
3.4 Sampling-
This is helpful term that aids to gather the effective survey with help of selecting large
number of respondents. There are two types of sampling as probability and non-probability.

Hence, process of sampling classified into categories as stratified, cluster, random and
systematic. In order to investigate the ways to meet the needs and wants of customers to
introduce new healthier juice drinks the sample size of 10 respondents will be selected.
Therefore, probabilistic method have been used with help of undertaking thematic analysis to
conduct the research effectively. Thus, sampling method helps a lot in research as it gives the
equal right to each respondents.
3.5 Research instruments-
QUESTIONNAIRE
 Why customer prefers healthy juice and drinks?
 Justify the wants and need of customers?
 Explain the needs to have healthy juices and drinks?
 Why customers use 100% original juice?
 Justify the reason behind consuming 100% original juice?
 Explain beneficial advantage of consuming original juice?
3.6 Data analysis-
It is process that is defined as applying statistical technique that aids collect and defined
information in systematic mode (UK Public underestimating sugar levels in popular drinks,
2012). Thus, process, cleansing, transforming and discovering the information. There are two
methods as qualitative and quantitative. In order to determine the impact of customer trends
towards the healthy juices and drinks the researcher have used qualitative technique so that
theoretical information about the research topic can be gathered.
4. Key findings and recommendations-
4.1 Expected data and recommendations-
 In UK, most of the individuals are working and they prefer ready-made juice so that their
time can be consumed well. Thus, the juice industries must keep juice for short time as
possible.
 In UK, most of the individuals are working and they prefer ready-made juice so that their
time can be consumed well. Thus, the juice industries must keep juice for short time as
possible.

 The juice industries must have the low use of sugar preservatives so that it can be healthy
for the health of consumers.
 As per the modern scenario, consumers demand more healthy products and juice
industries has been challenged in unique and must take initiatives to maintain its share in
the beverage market.
 Juice has become the major gateway in order to leading the healthy life to the people.
 Juice-land must offers right smoothie equipment for the commercial use and the entity
must nit make any compromise in the equipment.
 Firm must have popular choice such as orange-banana and strawberry-banana that must
be inclusive of seasonal trends and plenty of vitamin supplements so that can be good
source for health.
 By the use of traditional and digital marketing methods the firm can able to sell it product
at the maximised rate and also it will help to attract the customer by offering free trial
sample of juice blends and smoothies.
 Due to enhancement in urbanization, hectic lifestyle, inflating disposal income,
improving standard of life and changing dietary pattern has increased he level of juice
consumption across the world.
 The less sugar content must have in use because growing awareness about the personal
and fitness among the consumers has let to shift from carbonated and fizzy drinks to
healthy and sugar free beverages.
 By the use of offering the hight quality innovative flavours in attractive packaging aids to
gather the attraction of large customer base. Therefore, juices is anticipated in order to
provide thrust to the sales.
5. Conclusion
Hereby, it can be concluded that consumer has different needs and desires with a
particular product. In terms to health, they want to consume the food that aids to give then
innovative and quality substances. Thus, present report is based on juice-land industry, it is UK
based firm. In this report, the following activities has been covered as market analysis for
secondary research in order to identify the needs and desires of customers. Thus, proposal plan
has been framed out to get the depth description about the usage of juice items. Lastly,
recommendation has been given in order to bring improvement in the services of juice etc.

6. References
Herkenhoff, K.F., 2018. The impact of consumer credit access on unemployment (No. w25187).
National Bureau of Economic Research.
Yokokawa, N and et.al., 2018. Framework for analyzing the effects of packaging on food loss
reduction by considering consumer behavior. Journal of Cleaner Production. 174. pp.26-
34.
Nuno, A and et.al., 2018. Understanding implications of consumer behavior for wildlife farming
and sustainable wildlife trade. Conservation biology. 32(2). pp.390-400.
Online
In focus: Juices and smoothies. 2015 [Online] Available Through:
<https://www.talkingretail.com/news/special-reports/features/focus-juices-smoothies-01-06-
2015/>
UK Public underestimating sugar levels in popular drinks. 2012 [Online] Available Through:
<https://www.gla.ac.uk/news/archiveofnews/2012/april/headline_230642_en.html>
7. Appendix
7.1 Graphs from the web (secondary research)
7.2 The completed interview guide.
QUESTIONNAIRE
 Why customer prefers healthy nutrients beverages?

 Justify the beneficial aspect of having health drinks?
 What is the cause of enhancing healthy and ethical lifestyle?
 Why continually enhancing the market of organic juice and smoothies?
 Justify the reason behind consuming 100% original juice?
 Explain beneficial advantage of consuming original juice?