Chapter_3_-_Market_Research_2023.pdf

Food marketing and consumer behaviour Academic year 2023-2024 Prof. dr. ir. Wim Verbeke Prof. dr. Christine Yung Hung ir. Fien Minnens Department of Agricultural Economics [email protected]; [email protected]; [email protected] Food marketing and consumer behaviour - Market Research 1 Ch...

Food marketing and consumer behaviour Academic year 2023-2024 Prof. dr. ir. Wim Verbeke Prof. dr. Christine Yung Hung ir. Fien Minnens Department of Agricultural Economics [email protected]; [email protected]; [email protected] Food marketing and consumer behaviour - Market Research 1 Chapter 3. Market Research What to know about the market? 1 Who constitutes the market? 2 Who participates in buying? 3 What does the market buy? 4 How does the market buy? 5 Where does the market buy? Food marketing and consumer behaviour - Market Research 6 Why does the market buy? 7 When does the market buy? 2 • 7 O’s of consumer behaviour / research 1. 2. 3. 4. 5. 6. 7. Who buys? What? Why? Who participates? How? When? Where? Occupants Objects Objectives Organisations Operations Occasions Outlets Food marketing and consumer behaviour – Market Research 3 Market(ing) research = focused study of a specific problem or opportunity • Suppliers of Market(ing) Research: – Market(ing) research firms – Company owned research department – Universities, students, professors Food marketing and consumer behaviour - Market Research 4 Market(ing) Research is: “the systematic design, collection, analysis and reporting of data and findings relevant to a specific marketing situation facing the company” (Philip Kotler) Food marketing and consumer behaviour - Market Research 5 Marketing Information System Processing Inputs External and internal information sources Classifying Storing Indexing Retrieving Outputs Information for marketing decision-making Feedback: Adjusting information intake Food marketing and consumer behaviour - Market Research 6 Marketing information system Combining marketing research and the marketing information system • Design and implementation of data collection on a regular basis Marketing decisionmaker Marketing database Marketing intelligence Marketing research projects Input for strategy and planning • Project design and execution of data collection efforts Food marketing and consumer behaviour - Market Research 7 Market(ing) research = focused study of a specific problem or opportunity • Marketing Research Process: 5 steps – Problem and objectives – Develop research plan • • • • • Data sources Research approach Research instruments Sampling plan Contact methods – Collect the information – Analysis – Presentation Food marketing and consumer behaviour - Market Research 8 1. Problem & Objectives • • • • A problem well defined is half solved Too broadly < > too narrowly Influences the costs of the research 3 types of research projects: 1. Exploratory: preliminary data, explain the problem 2. Descriptive: describe magnitudes 3. Causal: test cause – effect (Exploratory = Qualitative) (Descriptive = Quantitative) Food marketing and consumer behaviour - Market Research 9 2. Develop the research plan 2.1. Data sources • • Secondary data Primary data 2.2. Research approach • • Structured < > Not structured Direct < > Indirect 2.3. Research instruments • • Questionnaire Mechanical instruments Food marketing and consumer behaviour - Market Research 10 2.1 Data sources Secondary Primary Features • Existing yet • Done by others • Not existing yet • To collect yourself Advantages • Low cost • Quick available • Perfect fitting problems & objectives • Incomplete Disadvantages • Few specific • Existing? Where? • High costs • Time consuming Food marketing and consumer behaviour - Market Research 11 2.2 Research approaches • Observation – Observe people / consumers – Human or mechanical observers – e.g. Eye tracking • Focus groups / Depth interviews – Face to face, personal – Moderated by trained interviewer – =Exploratory (qualitative) research Food marketing and consumer behaviour - Market Research 12 2.2 Research approaches • Survey Research – Quantitative research – Descriptive research • Experimental Research – Cause and effect relationships – Groups subjected to different treatments / conditions Food marketing and consumer behaviour - Market Research 13 2.3 Research instruments • Questionnaires – People must understand the question – Must be willing to answer – Must be able to answer: • Know the answer • Remember the answer • Able to express it in words Food marketing and consumer behaviour - Market Research 14 2.3 Research instruments • Mechanical – Eye camera / Eye tracking – Psychogalvanometer – Traffic counter Food marketing and consumer behaviour - Market Research 15 Sampling • Population = anyone who is a potentially valid participants to the study • Sample = actual participants • Non-probability sampling: – Convenience sampling – Judgement sampling Food marketing and consumer behaviour - Market Research 16 Sampling • Probability sampling: – Random sampling: complete frame and equal probability of being selected – Cluster sampling = heterogenous groups; random selection of clusters – Stratified sampling = homogenous groups=strata; random selection within each stratum • Practice: – Lack of sampling frame = no list of population – Probability sampling impossible – Sample size = f (time, budget, rules of thumb) Food marketing and consumer behaviour - Market Research 17 Measurement scales • Nominal / Dichotomous “Yes / No” “Female / Male” • Ordinal / Ranking “Rank 5 attributes in order of importance ?” Food marketing and consumer behaviour - Market Research 18 Measurement scales • Interval “How important is this attribute: from 1 to 5 ?” • Ratio Real null point From 10 1iter softdrink you use, how many brand X ? Food marketing and consumer behaviour - Market Research 19 Specific attitude measurement scales • Semantic differential – Bipolar – Poles with opposite meaning bad quality expensive … ----------------------- Food marketing and consumer behaviour - Market Research good quality cheap 20 Specific attitude measurement scales • Likert – Degree of agreement on statements – – – – – 1= 2= 3= 4= 5= totally not agree not agree neutral OR neither disagree nor agree agree strongly agree Other five-point scales are NOT Likert!!! Food marketing and consumer behaviour - Market Research 21 2. Develop the research plan – (Continued) 2.4. Sampling plan • • • Define target population : sampling units Sample size : How many people ? Sampling procedure : How to choose ? 2.5. Contact methods • • • Mail Telephone Personal Food marketing and consumer behaviour - Market Research 22 Contact methods Advantages Disadvantages • Large exposure • No interviewer bias Mail or Online • Cheapest • Simple questions • Short questionnaire • No interaction • Low response rate • Respondent char. ? • Quick • Interaction • High response rate • Only telef.-owners • Short questionnaire • Respondent char. ? Telephone Personal • Expensive • Interaction • Long questionnaire • Interviewer bias • Good response rate Food marketing and consumer behaviour - Market Research 23 3. Collect the information = field work 4. Analyse the information • • • • • Prepare data Prepare data sheet Data input Data processing Interprete the results Food marketing and consumer behaviour - Market Research 24 5. Present the findings • • Written report Oral presentation Food marketing and consumer behaviour - Market Research 25 Good Market(ing) Research • • • • • Uses scientific and valid methods Follows a creative approach Uses multiple methods Uses models and data that are interdependent Provides a good value to cost ratio Food marketing and consumer behaviour - Market Research 26