The aim of this report is to understand and analyze the consumer behaviour towards two products of two major brands which operate in a same sector.
First of all, we chose the food industry in the specific market of "ready meals"; we immediately thought about Pot Noodles from Unilever, to compare it to ready meals Health Living from Tesco. Let us explain how our report will be submitted.
First, we are going to explain step by step our research development; Starting with the theoretical description of the research methodology, we will continue by giving details on secondary research and then on primary research.
Subsequently, we will present you the market, the positioning of both brands on it and the trends expected. After that, we will use the qualitative and quantitative data and the results of the research will be used as the basis of our future analysis. This will permit to found our recommendations for a particular marketing strategy to our brands.The origin of our secondary data is on the one part, Regents college databases (Data monitor, euro monitor, market line) and main books as Consumer Behavior from Kanuk and Shiffman. In support of primary research, teams' members realized interview and created questionnaires.
[...] Out of the following rank which are the three brands you purchase the most in the ready meals market? Please put or 3 in order of your preferences. It is a Rank-Order Scales. The rank 1 is the one which qualify the best brand, a 2 next to the second best and a 3 next to the third best. Brands If you had the choice of buying one of these ready meal products, which one would you choose? It is a Likert Scale question. [...]
[...] Chilled Ready meals market In terms of the range of products available and total sales, the UK chilled ready meals sector is the most developed in Europe. The main sales' vehicles are supermarket chains, which represented 66% of sales in 2001. Marketers focus on healthiness developments to improve the image of their products they highlight the fact that meals are made with fresh ingredients of households use ready meals, and 28% use them at least once a week use these products three times a month or less frequently. [...]
[...] As well, we needed to identify attitudes and perceptions of consumer toward Pot noodles and Tesco Healthy Living products. And finally, understand the market trends and identify the market positioning of both products. The second step is to collect and evaluate secondary data. Secondary research will allow us to understand the market, understand each company strategy and identify market trends by analysing the current consumer behaviour. However, being students without any direct relationship with the products, we were forced to focus our research on external information, which means that our results will be impartial. [...]
[...] Marketing Research The market of ready meals is very large, so all the respondents confessed that they have purchase a least a pizza or pasta. Most of the respondents were students. However, we tried to diversify the audience by interviewed parents and others people in order to get a large overview perception of the products. But, the number of people interviews did not allow us to get a non-user research. http://www.prodimarques.com/membres/unilever/unilever.php http://www.tesco.com/health/eating/?page=healthy Growth was derived mainly from continuing strong performance in its main Asia Pacific market (with the notable exception of Japan), increasing by over US$2 billion in the region between 1998 and 2002 (www.euromonitor.com) The UK currently accounts for over 60% of Western Europe's total noodles, and over 75% of instant noodle sales. [...]
[...] That is to say that in the US sales raised by 16% between 1998 to 2002, making noodle market becoming the third largest market in the world behind Japan and China. A strong exposure to Asian cuisine in foodservice make the demand increasing, mainly thanks to the number of noodle shops augmentation, which encouraged retailers to stock a wider variety of noodles in return. Therefore the product is more readily available to consumers. Easy-to-prepare instant noodles in main European markets, also had a strong growth of their sales, yet the entire market is still comparatively small. [...]
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