Marketing Research Report Essay Example | Topics and Well Written Essays - 1500 words

Marketing Research Report - Essay Example Consumer awareness on healthy products have therefore changed perceptions and hence buyer behaviour. As a result, businesses have to change their strategies and offer consumers diet food products, as they are commonly known. Tesco PLC has been on a campaign to ensure that it supplies diet products on its shelves. However, as a marketing objective it is important to examine the customer feedback regarding their healthy food products. This study, therefore, examines the extent to which Tesco’s dietary food products have faired on in the market concerning approval ratings of the supermarket chain’s customers. Background The twenty first century business environment has been dynamic especially in the area of consumer behaviour and the availability of awareness information. The views of the general population have been changing with regards to issues of climate change, environmental sustainability and healthy living (Nielsen, Siega-Riz and Popkin, 2002). Consequently, attitu des result into concerted actions by individuals who are consumers in the various markets (Mattes, 2009). On the other hand, with globalization, competition has been rife among enterprises and therefore creating a shift to the issue of customer service performance excellence. In effect, any organization that is able to satisfy its customers through provision of quality products and services will continue to dominate markets. It is therefore important for supermarket chains like Tesco to constantly evaluate their quality objectives so that they are guaranteed of repeat purchases and attraction of new customers. Research has indicated that more households purchase behaviour on food products is dictated by the healthy nature of the products (Ottinger et al., 2003; Hartung and Rovida., 2009). This has raised the stakes for any organization that has been involved in the production and supply of food products. Research objectives To assess the perception of customers towards diet food pro ducts To examine the levels of customer satisfaction on Tesco’s diet food products To identify the demographic characteristics of customers favouring diet food products To predict the future trends in demand for diet food products in the United Kingdom To find out the desirable features in diet food products relative to alternative products Methodology The research will depend on a quantitative design for the investigation of the main variable. The use of quantitative techniques will therefore be employed to help attain the stated study objectives. The study will involve a number of data collection methods. This is to ensure that the studied phenomenon is closely investigated for a more reliable and accurate outcome. First will be the use of questionnaires as discussed in section 2. Secondly, the study will use observation method to closely examine the characteristics or features of the dietary food products and the information provided. Since purchase behaviour is also obser vable in the shelves, direct observation will appropriate. In addition, interviewing will be used in cases where further clarification may be required. The customers as well as retail managers will be investigated on the most popular diet products used currently. To be able to closely investigate the participants and get in depth opinion on the issue under study, the research will also use video recording, written notes or stenography. The instruments are for the purposes of obtaining clarity