Research Methods Assignment (Solved)

RESEARCH METHODS FOR
MARKETERS

TABLE OF CONTENTS
1. INTRODUCTION.......................................................................................................................1
2. SECTION A: Secondary Research..............................................................................................1
2.1 Market Background...............................................................................................................1
2.2 Attitudes towards fruit juices, juice drinks and smoothies...................................................2
2.3 Perceptions about fruit juices, juice drinks and smoothies...................................................3
SECTION B: Proposal Plan.............................................................................................................4
3.1 Research Problem.................................................................................................................4
3.2 Research Objectives (and a brief explanation-justification).................................................4
3.3 Data Collection Method........................................................................................................4
3.4 Sampling Approach...............................................................................................................5
3.5 Research Instrument..............................................................................................................5
3.6 Data Analysis Technique......................................................................................................6
SECTION C. Key Findings and Recommendations........................................................................6
4.1 Expected Data and Recommendations..................................................................................6
5. Conclusions..................................................................................................................................7
Book & Journal...........................................................................................................................8
7. Appendices...................................................................................................................................9
7.1 Graphs from the Web (Secondary Research)........................................................................9
7.2 The complete interview guide...............................................................................................9

1. INTRODUCTION
The behaviour of consumer is generic term that aids to define choice and preferences for
a particular commodity (Increasing Fruit Juice Appeal To Millennial Consumers, 2017). Over
the last few decades, food and drink consumption habits have changed immensely. The present
survey is based on business activities of JuiceLand, UK. This entity deals in fast food, fresh
juices, smoothies and delicious gluten free top go salad.
Furthermore, the main aim of report is to investigate the attitude of customer towards
changing need and wants of fruit juices, juice drinks and smoothies.
2. SECTION A: Secondary Research
2.1 Market Background
The fruit juices, juice drinks and smoothies market of UK is increasing at a boom. It has
become highly profitable and expanding as businesses are able to influence customers.
Moreover, customers are becoming health-conscious and are demanding for healthy drinks with
low-added sugar and less concentration of artificial preservatives (UK Public underestimating
sugar levels in popular drinks, 2012). Consumers are limiting consumption due to concerns
about less sugar preservatives for juice drinks. Smoothies include giving more details on
ingredients, offering wide choice of blends and targeting various usage occasions. The segment
is 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 and
Robinsons Fruit Shoot.
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2.2 Attitudes towards fruit juices, juice drinks and smoothies
Illustration 1: Fruit Juices, Juice Drinks and Smoothies
Source: UK Public underestimating sugar levels in popular drinks. 2012
The attitude of people are effectively changing as they are committed to get value of
money and great convenience and taste. New and exciting flavour of drinks, smoothies and fruit
juices 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 changing
their attitude from unhealthy drinks to healthy ones because of increased health awareness (In
focus: Juices and smoothies, 2015). This means that there are chances that UK market will
eventually accomplish success and provide customers with healthy drinks to make them fit and
lower-calorie juice will maintain their health in the best manner possible. The one of the cause
behind increasing demand for healthy and nutritional commodities are as the customers are
getting more educated and more demanding. In addition to it, the changes of healthy
commodities is one of the most essential aspect of research. Furthermore, health, taste, nutrition
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