Sie sind auf Seite 1von 6

Marketing Research Objective

Marketing Research MKT 550 Homework wk 3

Felix A Flores

Marketing Research Objective Professor Dr. Bruning, Kelly April 24, 2011.

Marketing Research Objective

Abstract We are all basically conclusion makers. Everything we do attentively or automatically is the outcome of some dcson. The information we gather is to help us understand occurrences in order to develop good judgment and to make decision about those occurrences. Not all nformton is usful for mprovng our undrstndng nd judgments. If w only mk conclusons ntutvly, w r nclnd to ccpt s tru tht ll typs of dt r usful nd th bggr th mount, th bttr, but tht s not tru. There are many demonstrations, which display that too much information is as bad as too little information. To make decision, we need to know the problem, the nd and purpos of the dcson, the criteria of the decision, and the alternative actions to take. We then try to dtrmn the best ltrnt, or n th cs of sst shr, w nd mn concrns for th ltrntvs to ssgn thr pproprt share of the resources. Introduction Friskies Go-Cat has already covered the entire distribution channel, however the market share declines every year and lost the first position on market. The CEO urged to reverse the declining tendency for Friskies Go-Cat. To enlarge market share and boost the sales figure, a market research is proposed. It is expected to get feedback what consumers need and what we should do. To improve the sales figure and market share of Friskies Go-Cat, a market research is required. This proposal is to explain how we are going to conduct the market research for Friskies Go-Cat. The proposed research will assist get feedback on what consumers expect and want. This proposal also follows the research brief of Friskies Go-Cat, indicate how the research will determine market problems and develop possible solutions to the problem. This proposal will

Marketing Research Objective outline the research process to make you clear about what is going to happen. Background Friskies Go-Cat continued lose its market share in 2004, which dropped from the leader position (34.1%) to the second place (32.1%). Comparing with Whiskas increased, Friskies GoCat seems to be faint on recover the market share. However, the only powerful competition is from the present market leader. Comparing with Whiskas, Friskies Go-Cat had cats preferred flavors, occupied the similar share of shelf and was sold everywhere. Problems must be defined and solved from the market research. Research purpose According to the statistic, the complete pet food market increased at a steady speed (IBIS World, 2004), and the grocery value increased by 3.2% (Retail World, Dec 2004). However, Friskies Go-Cat endured a market share decline in 2004 and lost the leader position to Whiskas. Market share of Friskies Go-Cat dropped from 34.1% to 32.1%. Friskies Go-Cat is expected to retrieval the market share by promotes the sales. It is a good opportunity to get the leader position back while the dry cat food market is expanding. Since the distribution channel has covered everywhere, the problem of market share declining is required to be identified and solved as soon as possible. For this aim, we now bid the market research on the nationwide. Marketing problem Currently, dry cat food market is saturated with a range of products with plenty of various flavors and for each life stage. Therefore, few possibilities are left for Friskies Go-Cat to proceed to differentiation. This dilemma makes for ways to discover consumers, discovering their needs, and create consumers loyalty by meeting the needs.

Marketing Research Objective

In order to assist the research design, a theoretical framework must be developed. The research must be conducted in a local supermarket. Interviewees must range from different categories, such as, university students, fulltime employees, retirees, and aged from 23 to over 55. Theoretical Framework From this convenience research with project to find factors for consumers preference, based on cats preference. People usually put several ones in front of the cats. The cats will smell and taste all the cat food and then finally turn back to a particular one. Many people claim that they do not care about the price but only buy what the cat wants. However, those people, who said price has no influence on them, usually purchase cat foods with a lower or medium price per unit. As a result, we considered the price do have influence on consumers purchase, but to a various extent for consumers. Therefore, the crucial problems are: 1. How to maintain current consumers loyalty without changing to other brands? 2. How to attract consumers trial purchase and continuously change to Friskies Go-cat? Research Objectives The data and the analysis should lead to the following research objectives: To maintain the market: 1. To what extent do the package and convenience account for the variance in the perceived? 2. Do different packages make consumers shopping more convenient? 3. To what extent does consumers are interested in new products, new flavors, or new packages? 4. How does the advertising campaign generate potential consumers? 6. To what extent the price will influence consumers?

Marketing Research Objective

Research Design Both qualitative research method and quantitative research method are going to be employed in the research. The qualitative research is to be conducted to develop a qualitative understanding of the cause of market share declining. The qualitative research is designed into direct research of focus groups. Obtain the frequency distribution by setting up a table for frequency counts, percentages and cumulative percentages for all the values. Information in the frequency table is to be summarized by using descriptive statistics. To summarize the information, measures of central tendency must utilized, including the mean, the mode and the median. Finally, a correlation matrix of the variables must be set up.

Marketing Research Objective

References: William G. Zikmund, Barry J. Babin (2010). Exploring Marketing Research, 10th edition. South-Western Cengage Learning, Mason, OH Annual Report 04 Market Size & Shares, Retail World, Vol. 57, No.24, Dec 2004, p78. IBIS World, (2004), Company Profile Report - Nestle Australia Ltd, 18 Oct 2004. Top 10 Dry Dog & Cat Food Brands, Supermarket News, Vol. 52, Iss. 21, pg. 43, May 24, 2004.