Market Research for Entry of Kellogs Nutribar

defining the research problem MID win market entry strategy for Kellogg nutria by studying consumer behavior towards paranormal Determine w atomic tot 18 features, pricing, SKU (small and big packet) and postulating fill out problems Sub Problem to understand the affinity between the Kellogg tag and the consumer interrogation Questions 1 . What does the guest, identify the Kellogg brand with? 2. What is the demographic visibleness of the Kellogg consumer? Sub Problems to understand consumer preferences near nutrias and canvasbacks Research Questions 1 .What is the extent of customer association about nutrias? 2. What atomic number 18 the major us board patterns of nutrias and canvasbacks? 3. Which designate of canvasbacks do consumers dislike? 4. Who Influences the customers buying decision? 5. What would be the recommended price-point for the Kellogg nutria? 6. Is the moved(p) considered an Indulgence? Research Design The product under consideration Is Kellogg Unn atural. We take for set the target segment to be adolescent children between climb on groups 6-15. We have positioned it to be a delicious and healthy, nutrient alter snapback.After conducting a secondary search the fol secondaryers parameters ar identified The main problems which atomic number 18 identified for the research are 0 to understand the relationship between the Kellogg brand and the consumer 0 to understand consumer preferences about nutrias. We have designed a essential questionnaire for conducting a cross sectional survey and lay down that proportionate stratified sampling pass on be apt to get the necessary consumer Insights. Sampling Design There are many orders of sampling when doing research.We have to postulate the most Ideal sampling method giving us the maximum fortune of acquiring the results hat are essential to develop the best entry strategy. per capita stratified sampling ordain be carried out giving due incubus to the various age-groups r epresentation in the Indian population. This will be conducted, ideally, at an urban/semi-urban geography. Simple random sampling, which is the most ideal, is seldom used since the luxury of time or specie to access a solely population is hardly ever available. Hence, secern Sampling is the sampling method that should be implemented.The survey will be an unknown one, with no mention of sexuality or name. This will not affect results, starve being universal. Appropriate weight will be given to all age-groups In the survey, In line with their representation In the Indian population. Insights from exploratory research merchandise research was carried out at xx, and a ideal size of 50 respondents was obtained. xx was chosen on account of it containing urban and semi-urban areas anonymous survey and respondent gender composes werent considered.The profiles of these respondents were chosen so as to congruous the requirements of Proportionate Stratified Sampling. A number of insi ghts were obtained from this exploratory market research survey. They are The young age groups wanted mouthful benefits from any eatable product and the aged and middleware age groups were more in respect of the health benefits of eatables 0 As foresighted as the consumers believe they are getting value-for-money, price of the product is not a big issue 0 Consumer sensation about nutrias is significant, but much distance remains to be covered.The advent of the lucre and social media have impacted child awareness, with it being significantly higher than the blind drunk 0 Nutrias are largely comprehend as snack bars that are healthy by the majority of consumers information analysis The data was obtained from a try on size of 50 respondents, done via proportionate stratified sampling. Data was analyzed in an MS Excel Workbook, use introductory Excel tools.Demographics of the respondents were analyzed and the results are old age-wise Age conference 6-15 24% Age Group 16- 29 24% Age Group 30-59 38% Age Group 60 & supra 14% Secondary Research prolonged secondary research was carried out using the internet and the main findings were that user scotch status didnt really matter, with the bars relatively low perception. To parents, health benefits were more important. To their children, it was taste. We have selected the materialistic and above as our serve sample group, the product being perceived as an indulgence and the poor having no money to buy it. We extrapolated, from their U.S pricing that Kellogg could supply nutrias in India at the price points RSI 10 & 20, which are psychologically important. Final recommendations & findings Findings 0 Residents of the age groups 6-15 and 16-29 gave higher importance to taste (in lessen order) 0 Residents of the age groups 30-59 and 60 & above gave higher importance to health benefits 0 The Kellogg brand is identified with healthy eat cereal by he customer 0 The average demographic profile of the Kellogg consumer is that if the age groups 6-15 and 16-29 0 These two age groups have the most knowledge about nutrias.They can accurately distinguish them from comparable canvasbacks 0 Nutrias are largely considered an indulgence, whence they arent consumed frequently, with most consumers having them at most once-a-week 0 By contrast. Canvasbacks are consumed regularly by the 6-15 age-group. Here, smaller SKU sizes are prevalent, egg RSI 5 and RSI 10 0 The major attribute of canvasbacks disliked is their unhealthy nature.