Food Safety Australia 2010,
24759
Research Proposal
2011
Skippy Skoop – Research Proposal
Due to the growing health food trend in Australia with consumers looking for healthier food options, in particular “healthy snacking” (Food Safety Australia 2010), a number of frozen yoghurt companies have begun to enter the Australian market. As this industry is set to become more competitive, the new Australian company “Skippy Skoop” wishes to undertake market research to determine the best product concepts to ensure its success into the future.
Objective of Research: the management of ‘Skippy Skoop’ wishes to determine which of its product concepts has the most appeal to their target market in Australia.
Possible attributes:
A list of possible product attributes was formed from secondary data research into existing frozen yoghurt offerings in overseas and Australian markets; which included:
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•
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•
•
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•
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Syrup/sauce
Pre‐packaged vs. self‐serve
Form (blended smoothies vs. frozen yoghurt)
Flavour of frozen yoghurt
Price
Topping
Container
Bulk buys (family packages)
Product Concepts:
1. Berry Delicious – strawberry frozen yoghurt, raspberries, large cup, $5.50
2. Chocookies – Chocolate froyo, cookies, normal come, $4
3. Beary Yummy – Mango froyo, gummy bears, waffle cone, $4.5
A conjoint analysis is proposed to assist management within the above decisions. A fractional design
(a subset of the full factorial design of 4 = 256) will be used involving the following four attributes, which have been determined to be most important in choosing a frozen yoghurt brand, through a pilot study:
1. Flavour factor (4 levels)
1. Original
2. Chocolate
3. Strawberry
4. Mango 2. Price factor (4 levels)
1. $4.00
2. $4.50
3. $5.00
4. $5.50
Megan Coe (10837110)
Stacey Davis (10711745)
Priscilla Cheung (10711099)
24759
Research Proposal
2011
3. Topping factor (4 levels)
1. Cookies
Research Proposal
2011
Skippy Skoop – Research Proposal
Due to the growing health food trend in Australia with consumers looking for healthier food options, in particular “healthy snacking” (Food Safety Australia 2010), a number of frozen yoghurt companies have begun to enter the Australian market. As this industry is set to become more competitive, the new Australian company “Skippy Skoop” wishes to undertake market research to determine the best product concepts to ensure its success into the future.
Objective of Research: the management of ‘Skippy Skoop’ wishes to determine which of its product concepts has the most appeal to their target market in Australia.
Possible attributes:
A list of possible product attributes was formed from secondary data research into existing frozen yoghurt offerings in overseas and Australian markets; which included:
•
•
•
•
•
•
•
•
Syrup/sauce
Pre‐packaged vs. self‐serve
Form (blended smoothies vs. frozen yoghurt)
Flavour of frozen yoghurt
Price
Topping
Container
Bulk buys (family packages)
Product Concepts:
1. Berry Delicious – strawberry frozen yoghurt, raspberries, large cup, $5.50
2. Chocookies – Chocolate froyo, cookies, normal come, $4
3. Beary Yummy – Mango froyo, gummy bears, waffle cone, $4.5
A conjoint analysis is proposed to assist management within the above decisions. A fractional design
(a subset of the full factorial design of 4 = 256) will be used involving the following four attributes, which have been determined to be most important in choosing a frozen yoghurt brand, through a pilot study:
1. Flavour factor (4 levels)
1. Original
2. Chocolate
3. Strawberry
4. Mango 2. Price factor (4 levels)
1. $4.00
2. $4.50
3. $5.00
4. $5.50
Megan Coe (10837110)
Stacey Davis (10711745)
Priscilla Cheung (10711099)
24759
Research Proposal
2011
3. Topping factor (4 levels)
1. Cookies
References: Food Safety Australia 2010, ‘Food Trends for 2010’, News, Australia, viewed 16th March 2011 Megan Coe (10837110) Stacey Davis (10711745) Priscilla Cheung (10711099)