Research Methods for Marketers

Added on - 11 Jan 2021

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RESEARCH METHODS FORMARKETERS
TABLE OF CONTENTS1. INTRODUCTION.......................................................................................................................12. SECTION A: Secondary Research..............................................................................................12.1 Market Background...............................................................................................................12.2 Attitudes towards fruit juices, juice drinks and smoothies...................................................22.3 Perceptions about fruit juices, juice drinks and smoothies...................................................3SECTION B: Proposal Plan.............................................................................................................43.1 Research Problem.................................................................................................................43.2 Research Objectives (and a brief explanation-justification).................................................43.3 Data Collection Method........................................................................................................43.4 Sampling Approach...............................................................................................................53.5 Research Instrument..............................................................................................................53.6 Data Analysis Technique......................................................................................................6SECTION C. Key Findings and Recommendations........................................................................64.1 Expected Data and Recommendations..................................................................................65. Conclusions..................................................................................................................................7Book & Journal...........................................................................................................................87. Appendices...................................................................................................................................97.1 Graphs from the Web (Secondary Research)........................................................................97.2 The complete interview guide...............................................................................................9
1. INTRODUCTIONThe behaviour of consumer is generic term that aids to define choice and preferences fora particular commodity (Increasing Fruit Juice Appeal To Millennial Consumers,2017). Overthe last few decades, food and drink consumption habits have changed immensely. The presentsurvey is based on business activities of JuiceLand, UK. This entity deals in fast food, freshjuices, smoothies and delicious gluten free top go salad.Furthermore, the main aim of report is to investigate the attitude of customer towardschanging need and wants of fruit juices, juice drinks and smoothies.2. SECTION A: Secondary Research2.1 Market BackgroundThe fruit juices, juice drinks and smoothies market of UK is increasing at a boom. It hasbecome highly profitable and expanding as businesses are able to influence customers.Moreover, customers are becoming health-conscious and are demanding for healthy drinks withlow-added sugar and less concentration of artificial preservatives (UK Public underestimatingsugar levels in popular drinks,2012). Consumers are limiting consumption due to concernsabout less sugar preservatives for juice drinks. Smoothies include giving more details oningredients, offering wide choice of blends and targeting various usage occasions. The segmentis now worth £197 million with growth of 0.4 % from 2017 and a little drop of 0.7 % in volume(In focus: Juices and smoothies.2015). Major performers are Ribena, Oasis, Volvic andRobinsons Fruit Shoot.1
2.2 Attitudes towards fruit juices, juice drinks and smoothiesIllustration1: Fruit Juices, Juice Drinks and SmoothiesSource:UK Public underestimating sugar levels in popular drinks.2012The attitude of people are effectively changing as they are committed to get value ofmoney and great convenience and taste. New and exciting flavour of drinks, smoothies and fruitjuices are demanded which are less concentrated with sugar and are healthy up to a major extent.Health, price-points and juice drinks are continuously influencing people and they are changingtheir attitude from unhealthy drinks to healthy ones because of increased health awareness (Infocus: Juices and smoothies,2015). This means that there are chances that UK market willeventually accomplish success and provide customers with healthy drinks to make them fit andlower-calorie juice will maintain their health in the best manner possible. The one of the causebehind increasing demand for healthy and nutritional commodities are as the customers aregetting more educated and more demanding. In addition to it, the changes of healthycommodities is one of the most essential aspect of research. Furthermore, health, taste, nutrition2
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