Marketing Research

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Edith Cowan University *

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MKT5325

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Marketing

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Feb 20, 2024

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1 Marketing Research Student Name Course Name University Name August 16, 2023

2 Marketing Research Question 1 Introduction The global epidemic has greatly influenced the fast-food business, which has seen a rise in the popularity of healthy options (Aday & Aday, 2020). This market research project tries to pinpoint the difficulties McDonald's, a significant competitor throughout the fast-food industry, has in adjusting to shifting consumer tastes for healthier options. Through a thorough survey, the research will be focused on comprehending the consumer's purchasing journey and gaining insights. Objectives a) To pinpoint the difficulties McDonald's is experiencing due to the trend towards better eating (Leone et al., 2020). b) To comprehend the purchasing process at McDonald's from the perspective of post- pandemic health consciousness. c) To learn more about consumer preferences, worries, and anticipations for healthier fast-food alternatives (Janssen et al., 2021). Methodology A representative sample of McDonald's customers will be surveyed online as part of the quantitative methodology used in this study to gather data. The survey will gather data on consumer behaviors, attitudes, and views of McDonald's and its services. Questionnaire Development The survey questionnaire will consist of the following sections:

3 a. Demographic Information: i. Age ii. Gender iii. Location iv. Income level v. Education level b. Eating Habits and Preferences: i. Do you frequently eat at McDonald's? ii. What aspects affect your decision to eat at a fast food restaurant? iii. Do you tend to select healthier menu items whenever dining out? iv. Which healthier menu items would be interesting to see at McDonald's? c. Awareness of McDonald's Health-Conscious Initiatives: i. Are you aware of McDonald's initiatives to add more healthful menu options? ii. Have you ever tried anything from McDonald's healthy menu? If so, please give more details. iii. What makes you decide on McDonald's healthier menu items? d. Impact of the Pandemic on Fast-Food Choices: i. Did the epidemic affect how often you ate fast food? ii. Do you think the pandemic has sharpened your attention to nutrition and health? e. Challenges and Concerns:

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4 i. What obstacles, in your opinion, does McDonald's confront in attempting to appeal to health-conscious customers? ii. Are you concerned about the flavor or quality of McDonald's healthier menu items? f. Customer Buying Journey: i. Describe your average McDonald's purchase experience. ii. What variables affect your decision-making while choosing menu items? g. Satisfaction and Suggestions: i. How pleased are you with McDonald's healthier menu alternatives as they are right now? ii. How could the healthier options be improved to make them more enticing? h. Future Preferences: i. Would you be inclined to visit if McDonald's provided a greater variety of healthy menu options? ii. What would persuade you to pick McDonald's over other eateries that emphasize health? Sampling and Data Collection The survey will be distributed online through social media platforms, email lists, and McDonald's website. A diverse sample of McDonald's customers will be targeted to ensure representation across demographics and locations. The survey will be active for four weeks, during which data will be collected. Data Analysis

5 Frequency distribution, cross-tabulation, and regression analysis are among the statistical techniques used to analyze the data gathered to learn more about consumer tastes, McDonald's issues, and the purchase process. i. Frequency Distribution: Determining the frequency of every answer and categorizing replies to certain survey questions will be part of this research. It will make it easier to pinpoint the most typical preferences, issues, and conduct of McDonald's patrons (Kelley et al., 2003). ii. Cross-Tabulation: We may explore the connections between various variables by building cross-tabulations. To see whether there exist any age-related trends in people's health-conscious decisions, for example, we can cross-tabulate age and frequency of making healthier options. iii. Regression Analysis: The elements that significantly affect consumer preferences and behaviors can be found via regression analysis. It can show relationships between variables and explain how age, income, or awareness of health efforts affect consumers' propensity to choose healthier options at McDonald's. iv. Qualitative Analysis: To find recurrent themes, attitudes, and proposals accepted by participants, open-ended responses can be qualitatively analyzed. This can give detailed information about McDonald's difficulties and the purchasing process for customers (Kelley et al., 2003). v. Segmentation Analysis: According to their interests, behaviors, and demographics, respondents can be divided using cluster analysis. The recognition of various client groups and the subsequent adaptation of strategy can result from this.

6 Ethical Considerations Participants' identities and privacy will be protected, and their data will only be used for research. i. Informed Consent : Participants will receive explicit details regarding the survey's objectives, the purposes for which their data will be employed, and their legal rights. Before starting the survey, they will be requested to give their permission. ii. Anonymity and Confidentiality : Participants' personal information to be used to identify them will be kept private. Responses will be combined and presented in a manner that prevents identifying specific respondents (Kelley et al., 2003). iii. Data Security : The data will be safeguarded against unauthorized access, and steps will be made to ensure that only authorized researchers are granted access to the information gathered. iv. Voluntary Participation : The survey will only be open to people who voluntarily choose to participate and are free to leave at any time without incurring any penalties. v. Beneficence : McDonald's and the participants will benefit from the study's useful insights for enhancing offers while maintaining the participants' rights. vi. Debriefing : An overview of the research's results and how their responses impacted the knowledge gained can be given to participants after the survey. vii. IRB Approval : If needed, the research plan can ask an IRB or ethics committee for authorization to ensure the research design and ethical concerns adhere to the requirements. viii. Transparency : Participants will receive a thorough explanation of the research plan and its ethical issues, ensuring openness regarding the research procedure.

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7 The market research plan intends to offer a comprehensive understanding of issues encountered by McDonald's and the customer purchase process concerning. Conclusion By carrying out this market research plan, we hope to give McDonald's insightful information on the difficulties they encounter in adjusting to the health-conscious following the pandemic society. Knowing the customer's purchasing process and tastes can help McDonald's make wise judgments to improve its product line and meet their evolving needs. Question 2 Introduction Consumers increasingly recognize the ease and inexpensiveness of online buying while lounging in their homes, leading to online shopping's rise in popularity. However, E- commerce enterprises need to comprehend the habits and demands of their target market to give their customers a great and fulfilling buying experience (Sharma et al., 2014). A study was undertaken to understand consumer behavior and expectations better when using e- commerce platforms. Businesses engaged in e-commerce can employ the survey's findings to enhance their offerings regarding goods and services and marketing tactics. Survey Questions i. Do you shop online frequently? ii. What kinds of things do you usually buy online? iii. What aspects of internet buying are most essential to you? iv. How happy are you with your whole internet purchasing experience? v. What difficulties do you encounter when purchasing online?

8 vi. What aspects of the online buying experience do you think should be improved? Sample Results The following are findings from an analysis of 50 consumers' online shopping habits and preferences. i. Do you shop online frequently? o 40% once a week or more. o 30% once a month or less. o 30% only occasionally. 40% 30% 30% How often do you shop online? once a week or more once a month or less only occasionally ii. What kinds of things do you usually buy online? o Clothing, electronics, and household goods were the most often bought items online. o Sports equipment, literature, and toys were other popular items bought online. iii. What aspects of internet buying are most essential to you?

9 o The price was 40%. o The delivery speed was 30%. o Product selection was 20%. Price Delivery speed Product selection 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% What aspects of internet buying are most essential to you? iv. How happy are you with your whole internet purchasing experience? o 70% were satisfied. o 20% were somewhat satisfied. o 10% were not satisfied.

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10 satisfied somewhat satisfied not satisfied 0% 10% 20% 30% 40% 50% 60% 70% 80% How happy are you with your whole internet purchasing experience? v. What difficulties do you encounter when purchasing online? The difficulties most frequently mentioned by respondents were: o Not having the option to examine or touch the item before purchasing it. o Questions concerning the product's quality. o Shipping and delivery-related worries. o Refunds and returns: Concerns vi. What aspects of the online buying experience do you think should be improved? The most frequently requested upgrades by respondents were: o More accurate representations of the products. o More thorough product descriptions. o More feedback from previous clients. o More accommodating return and refund guidelines Data Analysis

11 Charts, pivot tables, and comparisons can be used to analyze the data from this poll to learn more about how consumers behave and what they expect from online stores. A pie chart, for instance, might be utilized to show the most common online product categories. The information on respondents' overall satisfaction levels with their online shopping experiences, broken down by age group, might be summarised in a pivot table. A cross- tabulation could be utilized to examine the connection between participants' priorities whenever shopping on the Internet and their happiness with the whole experience (Petcharat & Leelasantitham, 2021). More precise product visualizations, in-depth descriptions of goods, more customer input, and more lenient returns and refund procedures are among customers' most frequently requested enhancements for the Internet shopping experience. In response to a survey question, 20 percent of respondents stated they would like to see their online purchasing experience improved in at least one of these ways (Rahman et al., 2018). The majority of customers frequently purchase online. A little over 40% of those polled indicated they shop online at least once a week, while 30% claimed they only do so sometimes. 30% of people only claimed to purchase online occasionally. The most often bought items online are clothes, electronics, and household goods. Among all respondents' purchases made via the Internet, these three groups accounted for more than 70% of them. Sporting goods, books, and toys were other popular purchases made online. The most essential considerations for customers while shopping online are price, delivery time, and product choice. Regarding importance, 40% of respondents ranked price as the most significant element, followed by delivery time (30%) and product choice (20%). The majority of customers express satisfaction with their whole online buying experience.

12 The findings of this survey offer important new information about consumer behavior and what they anticipate from online buying. To give their customers a favorable and gratifying purchasing experience, e-commerce enterprises can use this data to enhance their goods, services, and marketing tactics. Online shopping for things for the house, gadgets, and clothing is very popular with consumers. This implies that e-commerce companies should concentrate on these categories when creating their product selections (Tang et al., 2021). Consumers' top considerations while purchasing goods online are price, delivery time, and product availability. To draw in and keep customers, e-commerce enterprises must provide competitive pricing, quick shipment, and a large assortment of goods. The majority of shoppers are content with their entire online buying experience. But they encounter certain difficulties, including the inability to view or touch the good before purchasing it, fears regarding the quality of the product, concerns about shipment and delivery, and issues with refunds or returns. E-commerce companies can overcome these difficulties by offering more precise product photos, thorough descriptions of products, numerous feedback from consumers, and accessible return and refund procedures. Using the survey's findings, E-commerce companies may enhance their online shopping experiences and attract more customers. Conclusion The survey's findings offer important new information about customer behavior and what they anticipate from e-commerce platforms. E-commerce companies can use these findings to enhance their goods, services, and marketing plans to give customers a pleasurable and positive purchasing experience. Online shoppers are most eager to buy clothing, technology, and household products. Buyers prioritize price, delivery time, and

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13 product choice when purchasing products online. Although most customers are happy with their entire online shopping experience, they encounter some difficulties, including the inability to physically touch or view the object before making a purchase, worries regarding the product's quality, and worries regarding shipping and delivery. Customers want to look at more accurate product photos, thorough product descriptions, user reviews, and liberal return and refund procedures. E-commerce companies can use the results of this poll to enhance their online shopping operations and attract more clients. Question 3 Introduction Amul has become a well-known Indian dairy company with a reputation for producing high-quality goods. By launching a new line of kids' healthy juice drinks, the company aims to diversify its product offering. These new juice drinks will go through several stages of development, including creating ideas and investigations, recipe creation and composition, taste evaluation and iteration, nutritional evaluation, branding and packaging, and test marketing. a. Creation of New Health Juice Drinks for Children: i. Research and Idea Generation: The R&D team at Amul will get started by researching kid preferences and diet. They will determine the nutritional specifications for a breakfast supplement and gather information on the flavors and components kids find appealing (Pomeranz & Harris, 2020). ii. Formulation and Recipe Development: Following the research findings, the R&D team will create many formulations for healthy juice drinks. To develop a well- balanced and nutrient-dense beverage, they will try their hands with different mixes of fruits, veggies, vitamins, and elements.

14 iii. Taste Testing and Iteration: Young testers will assess the prototype drinks' flavor and attractiveness. The R&D team will gather input and improve the recipes, making changes to guarantee that the drinks are nutrient-dense, tasty, and enticing to kids' taste buds. iv. Nutritional Analysis: They will undergo a complete nutritional examination to ensure the finalized formulas match the child nutrition criteria. This process is essential for the finished product to retain the desired nutritional value (Sonneville et al., 2014). v. Packaging and Branding: Amul's marketing and design teams will create appealing packaging for children. The product's branding will highlight its nutritional advantages and attractiveness to children. vi. Test Marketing Process: o Selecting Test Market Area: Amul will decide on a specific region to launch the new healthy juice drinks. This region needs to reflect the target market and offer perceptions of the tastes and behavior of customers. o Limited Rollout: The new juice drinks for health will only be made in a small number and sold in the designated test market region. This will enable Amul to measure the market's reaction without agreeing to a complete rollout. o Monitoring and Data Collection: Amul will pay great attention to sales data, customer comments, and other pertinent metrics throughout the test phase. This information will shed light on consumer demand, acceptance of the product, and potential growth areas (Zhang, 2021). o Analysis and Decision Making: To evaluate the efficacy of the test market, Amul will examine the data gathered. Amul may move through with a nationwide release

15 when the product gets favorable reviews and shows significant demand. Before the wider rollout, changes may be made when any areas require attention or improvement. Justification for Test Marketing Test marketing is a crucial step for several reasons: i. Minimizes Risk: By offering information and permitting revisions before a nationwide deployment, test marketing aids reduce the danger of a full-scale launch failure. ii. Consumer Feedback: It enables Amul to gain direct input from the target market, allowing them to adjust and align the product with customers' wants (Reynolds et al., 2002). iii. Real-world Insights: Real-world data on actual consumer behavior from test marketing helps validate assumptions and forecasts. b. Questionnaire for Amul's Health Juice Drinks Parents or other child guardians should complete the survey for Amul's healthy juice drinks. These individuals decide what their children will eat in terms of merchandise. The questionnaire should cover various topics, including the parents' or guardians' interest in breakfast supplements, familiarity with Amul products, and desire to introduce their kids to new healthy juice drinks. Inquiries regarding the parents' or guardians' preferred flavors, presentation, and sizes must be included in the questionnaire. The appropriate respondents are Parents or guardians of children, and they should answer because they are the ones who decide whether to buy things for their children. i. How frequently do you give your child breakfast supplements?

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16 ii. What aspects do you consider when picking a breakfast supplement for your kid? iii. How essential is it to you—on a scale of 1 to 10—that the morning supplement be nourishing? iv. What flavors does your youngster like most in food and drinks? v. Are you acquainted with the dairy products made by Amul? vi. Will you be keen on a healthy juice to give your kids the nutrients they need for breakfast? vii. What particular nutrients or advantages would you prefer to see in a kids' health juice drink? viii. How likely will you introduce your kid to a novel healthy juice drink? ix. If you're experiencing any worries, what are they about adding a new healthy drink to your child's diet? x. Which container style do you think your child would find most interesting? xi. Which packaging size would you like for a kids' juice drink with health benefits? xii. Would you be more inclined to test a new product once it has been tried and approved by other parents? xiii. Are you willing to give comments on a new product's flavor and nutritional content? xiv. How likely are you to advise other parents to try Amul's health juice? xv. Do you have other information or recommendations for a kids' healthy juice drink? Questionnaire Technique

17 Online surveys that follow a set structure would be the best method for this questionnaire. It makes it possible to gather data consistently, analyze it effectively, and distribute it quickly to the intended audience (parents or guardians). This method makes responses consistent and streamlines the procedure of gaining knowledge for product development and marketing plans (Kelley et al., 2003). Conclusion Amul's health juice drinks are created using a multi-step, complicated procedure. Amul can, however, improve the likelihood that its new product will succeed by carefully adhering to these instructions. A crucial phase in creating any new product includes the test marketing procedure. Amul can make required adjustments and ensure the product is prepared for a statewide release by closely evaluating the market response to the product throughout the test period. The questionnaire for Amul's health juice products will reveal the target market in great detail. These details will assist Amul in creating a product that appeals to parents and guardians while also meeting the demands of their kids.

18 References Aday, S., & Aday, M. S. (2020). Impacts of COVID-19 on Food Supply Chain. Food Quality and Safety , 4 (4), 167–180. https://doi.org/10.1093/fqsafe/fyaa024 Janssen, M., Chang, B. P. I., Hristov, H., Pravst, I., Profeta, A., & Millard, J. (2021). Changes in Food Consumption During the COVID-19 Pandemic: Analysis of Consumer Survey Data From the First Lockdown Period in Denmark, Germany, and Slovenia. Frontiers in Nutrition , 8 (1). Frontiersin. https://doi.org/10.3389/fnut.2021.635859 Kelley, K., Clark, B., Brown, V., & Sitzia, J. (2003). Good practice in the conduct and reporting of Survey research. International Journal for Quality in Health Care , 15 (3), 261–266. OUP. https://academic.oup.com/intqhc/article/15/3/261/1856193 Leone, L. A., Fleischhacker, S., Anderson-Steeves, B., Harper, K., Winkler, M., Racine, E., Baquero, B., & Gittelsohn, J. (2020). Healthy food retail during the COVID-19 Pandemic: Challenges and future directions. International Journal of Environmental Research and Public Health , 17 (20), 7397. https://doi.org/10.3390/ijerph17207397 Petcharat, T., & Leelasantitham, A. (2021). A retentive consumer behavior assessment model of the online purchase decision-making process. Heliyon , 7 (10), e08169. https://doi.org/10.1016/j.heliyon.2021.e08169 Pomeranz, J. L., & Harris, J. L. (2020). Children’s Fruit “Juice” Drinks and FDA regulations: Opportunities to increase transparency and support public health. American Journal of Public Health , 110 (6), 871–880. https://doi.org/10.2105/ajph.2020.305621 Rahman, M. A., Islam, Md. A., Esha, B. H., Sultana, N., & Chakravorty, S. (2018). Consumer buying behavior towards online shopping: An empirical study on Dhaka city, Bangladesh. Cogent Business & Management , 5 (1). Tandfonline. https://doi.org/10.1080/23311975.2018.1514940

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19 Reynolds, N. L., Simintiras, A. C., & Diamantopoulos, A. (2002). Theoretical justification of sampling choices in international marketing research: key issues and guidelines for researchers. Journal of International Business Studies , 34 (1), 80–89. https://doi.org/10.1057/palgrave.jibs.8400000 Sharma, R., Mehta, K., Sharma, S., Professor, A., Chitkara Business School, & Student, M. (2014). Understanding online shopping behaviour of Indian shoppers. InternatIonal Journal of ManageMent & BusIness StudIes 9IJMBS , 4 (3), 2230–9519. http://www.ijmbs.com/Vol4.3/spl1/renuka-sharma.pdf Sonneville, K. R., Long, M. W., Rifas-Shiman, S. L., Kleinman, K., Gillman, M. W., & Taveras, E. M. (2014). Juice and water intake in infancy and later beverage intake and adiposity: Could juice be a gateway drink? Obesity , 23 (1), 170–176. https://doi.org/10.1002/oby.20927 Tang, H., Rasool, Z., Khan, M. A., Khan, A. I., Khan, F., Ali, H., Khan, A. A., & Abbas, S. A. (2021). Factors affecting E-Shopping behaviour: Application of Theory of planned behaviour. Behavioural Neurology , 2021 , 1–15. https://doi.org/10.1155/2021/1664377 Zhang, Z. (2021). The application of Marketing Mix to healthy drinks. Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021) . https://doi.org/10.2991/assehr.k.211209.148

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