Process of Research for Del Monte Project

Presented By: Group F2

RESEARCH PROCESS AND RESEARCH DESIGN

Research process involves identifying a management problem or opportunity , translating that problem into a research problem and collecting , analyzing and reporting/interpreting the information.

STEP 1: IDENTIFY THE MANAGEMNT PROBLEM Problem: To find the ways of increasing the sale of fruit snacks.

STEP 2: DEFINE THE RESEARCH PROBLEM How will you convert the Management problem into a research problem?

 Model development- Developing an understanding of various dimensions of the problem, variables under it and how they relate to the problem at hand.

Variables that can be related to sales: (a) Customers buying perception (b) Role of retailers in pushing the product (c) Marketing strategies. (d) Competition in the market

(a) was found relevant. It hence objective includes: attitude of customers towards fruit snacks. Hence , we can frame the Research problem To assess consumer attitude towards health fruit snacks and its influence on consumption of the same and to study their snacking habits.

STEP 3 :Developing the research design proposal

Understand the Construct ( buying behavior process)
Awareness and perception of various products in this category. Current Consumption pattern of snackswhat/when/why/where/for whom/how/why not? Reasons and occasions of consumption of snacks Brand awareness and most often consumed brand and SKU preference How does one differentiate between snacking and healthier snacking Triggers/motivations for and barriers against consuming fruit snacks Key benefits sought out of this category Need gaps in this category

STEP 4 : Research Design Formulation

The research process was divided into the following 3 stages Pre-Brand Scan (Exploratory Research Phase) Focus group discussions, exploratory questionnaires and personal interviews were conducted during this stage Brand Scan Phase (Conclusive Research)

Post-Brand Scan Phase (Conclusive Research) This stage involved survey based research to validate findings of previous stages

SELECT THE MEASUREMENT TECHNIQUE

Questionnaires Observation Depth interview Focus Group Discussion (FGD)

STEP 5 : SELECT THE SAMPLE

15 years to 40 years as required by the client Fair mix of both male and female Sample Size of 450-500 needed. Non probability sampling as population is mainly student.

STEP 7 : COLLECT THE DATA Disguise game STEP 8: DECIDE ON THE METHOD OF DATA ANALYSIS. Multivariate STEP 9. INTERPRET THE DATA STEP 10: PREPARE THE REPORT