Main analysis

Statistical analysis of the questionnaire was based on descriptive statistics.

Tables were used. Means and percentages were also considered. Missing
values were imputed using regression techniques.
Results and findings
Table 1.Age-sex structure of respondents
Age
17-25
26-30
31-40
41-45
46-50
51-55
51-65

Frequency
Male
4
15
5
5
5
6
1

Total

41

Total

Percent

Female
6
20
10
9
6
6
2

10
35
15
14
11
12
3

10
35
15
14
11
12
3

59

100

100

The proportion of women shoppers exceeds that of the men. Fifty nine
percent were females and 41 were men. Twenty six to thirty age groups were
the dominant shoppers with the age group 51-65 years being the least. The
younger population therefore do more shopping than the older
generation(table 1)
Table 2 Educational level and gender
Educational
level
Primary
High School
College
University

Total

Frequency
Male

Total

Percent

Female

10
15
10
6

14
20
15
10

24
35
25
16

24
35
25
16

41

59

100

100

In terms of educational level 35 percent of the respondents had at least high

school education and only 10 percent had university degrees. All the shoppers
were literate and knowledgeable about different Heinz Products and were
enjoying eating the Heinz ready to eat meals and Baked Beans. The young
and high school going crowd preferred Heinz ready to eat meals and as a
result the company is looking to target this segment the most for improving
profitability. This segment together with the College and School going
population will be the main target for campaign and adveriting.
Table 3 Employment status and gender
Employment
status
Unemployed
Employed
Retired
Total

Frequency
Male

Female

12
14
12
38

22
24
16
62

Total

Percent

34
38
28
100

34
38
28
100

Employment wise 38 percent of the respondent were gainfully employed

while 34 percent were unemployed and were receiving benefit and 28 percent
were retirees.

Table 4 Perception about respecting different cultures

Approve having Ready to eat
foods culture
Yes
No

70
30

When asked about whether they approve having Ready to Eat Food Culture
being promoted by various brands, a staggering 70 per cent responded yes
while only 30 per cent stated no (table 4).
Table 5 Source or Place of shopping
Where do you usually make your shopping from for Heinz Products
SAINSBURYS
13
MORRISONS
10
ASDA
35
TESCO
30
LIDL
10
SPAR
1
ALDI
1
When asked where they currently make their shopping from 35 per cent state
it they buy from ASDA and 30 percent buy from TESCO stores. Other retailers
had their share as well included Sainsburys, Morrisons, Lidl, Spar and Aldi.
(table 5)

Table 6 Reasons for choosing to buy from ASDA which or Tesco i.e
supermarkets was as follows
Why do you want to buy from Supermarkets
It may be cheaper than other
60
stores
Convenience of shopping &

20

culture
Good customer service
Dont know

11
9

Reasons for wanting to from supermarkets included possibility of cheaper

prices, convenience of shopping for all goods in one store rather than moving
from shop to shop, good customer service offered at large retailers such as
ASDA and Tesco
Evidence from the interview indicate that most applicants associate
Supermarkets like ASDA & Tesco with good prices and believe that these big
supermarkets will have standard quality with lower prices compare with other
similar brands and more diverse than others as always been the case.
Of the 100 applicants interviewed over 90 per cent were of the view that they
cant wait to see Heinz operating and selling wide range of desired goods and
products and that such understanding of operating and culture integration is
an ideal example which will even not only retain old customers but even
attract new ones as they are willing to refer other customers to Heinz.
Respondents also highlighted the view that prices of other supermarkets
especially the smaller retail chains were more expensive and kept much
thinner variety of Heinz Products.
Discussion
Evidence from the questionnaire survey and interview shows that introduction
of Heinz ready to eat meals and products based on the findings of different
types of people with different backgrounds and generations will be welcomed
as long as Heinz make it easier to integrate cooking into our busy lifestyles.
Heinz offers from wide range of diverse products and yet making sure all of
that fit within the chosen customer segment desired concept which will benefit
Heinz in return for sure and help it explore and expand into new untapped /
untouched consumer segment markets due to its uniqueness as a brand
which has taken lead in providing ready to eat meals in the market.

Huge proportions of respondents were young and working and highly literate
and can make informed decision about looking for products which fit this
category. Also majority of respondents were buying from other main stream
brands like Uncle Ben, Dr. Oeatkar which are relatively cheaper than Heinz
products available in stores
Conclusion
To wrap up as evidence from the study suggest and indicate that Heinz does
offer and possess great product line and philosophy yet that should not be
mistaken to be the perfect concept or model philosophy that you can just copy
and paste into new markets without carrying out the proper right research and
understanding of different aspects that have been highlighted in this paper.
Especially what have been raised or identified by most people which is the
failure to integrate in new poducts in newer markets quickly which allows
competition to come and creates a price war which is a win win for consumer.
This price war lowers the profits for Heinz whose products have a shorter
shelf life.

Recommendation for future research and policy

Based on the findings of this study it suggest that Heinz pays more attention
to the raised points in this paper mainly understanding different cultures,
competition products from Dr. Oeatakr, Uncle Ben amongst other and how to
integrate in professional beneficial ethical manners and methods.
There is the need to carry our comprehensive research involving consumers
and their preferences, maybe Heinz staff can be a starting point.
Evaluation of the research project (Strengths and Limitations of the
study)

The sample for conducting this study was hard to locate and target due to
required knowledge and this put a lot of pressure on the researcher.
Secondly the participants were very busy and in a hurry and may not have
answered the questionnaire to the best of their ability and this may affect the
outcome of the study. Although this difficulty was expected there was nothing I
could do than to persuade the respondents to help with the project.
In anticipation of lower response to the questionnaire more people were
recruited than estimated in the proposal. This was to enable the required
target of respondents to be obtained.
The Gant chart was carried out to make sure that the project is on
schedule. Different tasks were alongside performed on the Gant chart on
other project milestone such collecting data and doing the analysis at the
same time to be able to make up for any delay in data collection.
The project achieve its aim of finding out how feasible it is to operate
successfully and efficiently in new different markets and fully satisfied and
achieved all the objectives of the project.
The project can be tested and challenged by other supermarkets as Tesco to
confirm the result of this study before management can carry out
recommended steps and actions. Above points will assure Heinz is profitable
in the future and is able to expand and move forward in the right direction.
Most importantly Heinz wants to Minimize future risks and failures that will
cost or damage Heinz Brand and lead to losses or lower profitability