Consumer Nz
MKTG 202:
MARKETING RESEARCH
Summer Assignment
CONSUMER NEW ZEALAND
Name:
Uni ID:
Date: 20/01/12
Table of Contents
Executive Summary 1
Background 2
Research Objectives 3
Qualitative Research 4
Secondary Research 5
Conclusion/Recommendation 6
Reference 7
Appendix 8
Executive Summary
This report has been prepared to evaluate the effectiveness of Consumer New Zealand’s online subscriptions and ways that it could improve its interface to not only retain the current subscribers but to attract new ones. Through both qualitative and secondary researching it was found that most people use the consumer review websites as a confirmation rather than at the start of the decision making process. The availability of free and similar reviews in other websites such as CNET means that users choose not to spend to read reviews that are in the Consumer NZ website. It was found that the subscriptions were unappealing to the users and they wanted some changes to it. The ability to easily browse the Consumer Online website meant that the users were able to get to the reviews they want quickly and this convinces them to use the website again. It would be recommended to revise the subscription options to appeal to new users to counter the ‘free’ websites.
Background
Consumer New Zealand is a non-profit organisation that reviews products and services for New Zealand consumers. It started off as just a magazine subscription but expanded into the online world with the increased reliance on the internet by the younger generations. In order to retain its users and to attract new customers for its online publication, Consumer New Zealand need to identify the topics that would most appeal to New Zealand consumers today. Researching through interviews and external reports, Consumer New Zealand could then be able to identify the key areas that need tinkering on the website that would lead to increased
MARKETING RESEARCH
Summer Assignment
CONSUMER NEW ZEALAND
Name:
Uni ID:
Date: 20/01/12
Table of Contents
Executive Summary 1
Background 2
Research Objectives 3
Qualitative Research 4
Secondary Research 5
Conclusion/Recommendation 6
Reference 7
Appendix 8
Executive Summary
This report has been prepared to evaluate the effectiveness of Consumer New Zealand’s online subscriptions and ways that it could improve its interface to not only retain the current subscribers but to attract new ones. Through both qualitative and secondary researching it was found that most people use the consumer review websites as a confirmation rather than at the start of the decision making process. The availability of free and similar reviews in other websites such as CNET means that users choose not to spend to read reviews that are in the Consumer NZ website. It was found that the subscriptions were unappealing to the users and they wanted some changes to it. The ability to easily browse the Consumer Online website meant that the users were able to get to the reviews they want quickly and this convinces them to use the website again. It would be recommended to revise the subscription options to appeal to new users to counter the ‘free’ websites.
Background
Consumer New Zealand is a non-profit organisation that reviews products and services for New Zealand consumers. It started off as just a magazine subscription but expanded into the online world with the increased reliance on the internet by the younger generations. In order to retain its users and to attract new customers for its online publication, Consumer New Zealand need to identify the topics that would most appeal to New Zealand consumers today. Researching through interviews and external reports, Consumer New Zealand could then be able to identify the key areas that need tinkering on the website that would lead to increased