Consumer Survey: Fonterra Crackers and Market Analysis

This report analyzes a consumer survey conducted for Fonterra, a New Zealand-based dairy cooperative, focusing on their cracker product line. The study aims to understand consumer preferences and identify product characteristics that can enhance market popularity and address declining sales. The research employs a virtual store simulation program, ViCoS 2.1, to mimic real-life buying scenarios, allowing consumers to customize products based on taste, pricing, and other features. Through observation of consumer choices and sensory movements, the research seeks to uncover the factors that influence purchasing decisions. The report addresses the managerial problem of declining sales, poses a research question regarding product characteristics, and outlines the proposed research design involving the virtual simulator. The findings of this research will help Fonterra in making informed decisions about product development and marketing strategies, thereby improving its competitive edge and customer satisfaction. The report also includes a bibliography of relevant consumer behavior and marketing research.

Running head: CONSUMER SURVEY
CONSUMER SURVEY
Name of the Student
Name of the University
Author Note

1CONSUMER SURVEY
Company Overview
The Fonterra New Zealand has been chosen as the company of choice and in relation to
this, it becomes considerably crucial for the organization to ensure that they are being able to
come up with innovative ideas in order to ensure overall success in the long run. The Fonterra
can be understood to be a Cooperative Group Limited in New Zealand which is owned by 10500
farmers. The company is responsible for 30% of the world`s dairy exports and is primarily
known for maintaining the overall quality of the export and the product which it sells to the
market. It is in regard to this that, the organization has decided to come up with some new
innovative idea which would enable them to attain overall success and maintain a competitive
advantage. The Fonterra crackers are available throughout the country and hence, the choice of
their brand has been made. These crackers are exported regularly and is easily available in all
the supermarkets around the globe.
Managerial Problem
The brand has planned to design and come up with a virtual store simulation program
whereby the organization will be engaging in a research program that imitates a real life buying
scenario. In this kind of a virtual store simulation program, named ViCoS 2.1 which mimics the
real life scenario. In this way, the brand will be able to remain competitive and in line with this,
they will also be able to provide the ultimate satisfaction to the different customers as present in
the organization. In line of this, the research will be ideally based on the overall taste of the
product, the pricing, the popularity of the product, the ease of its availability and other related
aspects. In this way, the unbiased view of the different customers can be gathered accordingly.
Moreover, this shall assist the firm in gaining a competitive edge. The reason why the research is
being undertaken because the sales of the company has dropped to a great extent and the experts

2CONSUMER SURVEY
are not being able to determine their overall key to success. Hence, this will assist them in
coming up with means to resolve the issue.
Research Question
The research question which has been designed for Fonterra can be as follows:
Q. What product characteristics will assist in making the product more popular in the market?
The given research question will identify the different product characteristics and other
such relevant aspects which have to be inculcated in the product plan and additionally be able to
gain the customer view regarding the research which has to take place. This will assist them in
bringing modifications to the product and hence enhance the sales. As the sales of the company
domestically in the supermarket are being affected, it becomes crucial for the firm to come up
with various techniques which would ensure that they are being able to come up with various
strategies to combat against these market forces. This will help the firm in ensuring that it is
being able to work on its overall market popularity and the revenues of the firm as well.
Proposed Research Design
The research design which has been provided as follows:
The virtual simulator will provide the different buyers with an opportunity to come up with
various techniques to design their own product and provide an opportunity to choose theory own
size. Asa the aim of the research lies to understand the product features which suite a customer
the most, it is integral for the firm to ensure that they are being able to come up with a research
design which suits this need. Hence, with the help of the virtual research simulator, the buyers or
the customers who will conduct the test will receive and get their own experience by choosing
their pricing range, weight and product flavor. Moreover, through this virtual simulation they

3CONSUMER SURVEY
will also be allured with the idea of buying other brands and their eye movements and others
such sensory movements which will assist the firm Fonterra, in understanding which aspect of
the product attracts the customers the most. When these observations will be made, it would be
helpful for the organization to ensure that they are being able to find the exact reason behind
their purchase and understand the factors which are the most attractive to them. Through this
research, the aim lies to understand how the customer respond and what forms the basis of their
overall research criteria.

4CONSUMER SURVEY
Bibliography
Solomon, M. R., Dahl, D. W., White, K., Zaichkowsky, J. L., & Polegato, R. (2014). Consumer
behavior: Buying, having, and being (Vol. 10). Toronto, Canada: Pearson.
Nelson, P. (1970). Information and consumer behavior. Journal of political economy, 78(2), 311-
329.
De Mooij, M. (2019). Consumer behavior and culture: Consequences for global marketing and
advertising. SAGE Publications Limited.
Murphy, M. C., & Dweck, C. S. (2016). Mindsets shape consumer behavior. Journal of
Consumer Psychology, 26(1), 127-136.