Market Research for Entry of Kellogs Nutribar
Defining the research problem:
MDP: Develop market entry strategy for Kelloggs nutribar by studying consumer behaviour towards nutribars Determine product features, pricing, SKUs (small and big packet) and positioning
Sub problems:
Sub Problem1: to understand the relationship between the Kellogg’s brand and the consumer
Research Questions:
1. What does the customer, identify the Kellogg’s brand with?
2. What is the demographic profile of the Kellogg’s consumer?
Sub Problem2: to understand consumer preferences about nutribars and snackbars
Research Questions:
1. What is the extent of customer knowledge about nutribars?
2. What are the major usage patterns of nutribars and snackbars?
3. Which attribute of snackbars do consumers dislike?
4. Who influences the customers buying decision?
5. What would be the recommended price-point for the Kellogg’s nutribar?
6. Is the nutribar considered an indulgence?
Research Design
The product under consideration is Kelloggs Nutribar. We have identified the target segment to be young children between age groups 6-15. We have positioned it to be a delicious and healthy, nutrient filled snackbar. After conducting a secondary research the following parameters are identified
The main problems which are identified for the research are
to understand the relationship between the Kellogg’s brand and the consumer
to understand consumer preferences about nutribars.
We have designed a necessary questionnaire for conducting a cross sectional survey and found that proportionate stratified sampling will be apt to get the necessary consumer insights.
Sampling Design
There are many methods of sampling when doing research. We have to choose the most ideal sampling method giving us the maximum probability of getting the results that are needed to develop the best entry strategy. Proportionate stratified sampling will be carried out giving due weightage to the various age-groups’ representation in the Indian
MDP: Develop market entry strategy for Kelloggs nutribar by studying consumer behaviour towards nutribars Determine product features, pricing, SKUs (small and big packet) and positioning
Sub problems:
Sub Problem1: to understand the relationship between the Kellogg’s brand and the consumer
Research Questions:
1. What does the customer, identify the Kellogg’s brand with?
2. What is the demographic profile of the Kellogg’s consumer?
Sub Problem2: to understand consumer preferences about nutribars and snackbars
Research Questions:
1. What is the extent of customer knowledge about nutribars?
2. What are the major usage patterns of nutribars and snackbars?
3. Which attribute of snackbars do consumers dislike?
4. Who influences the customers buying decision?
5. What would be the recommended price-point for the Kellogg’s nutribar?
6. Is the nutribar considered an indulgence?
Research Design
The product under consideration is Kelloggs Nutribar. We have identified the target segment to be young children between age groups 6-15. We have positioned it to be a delicious and healthy, nutrient filled snackbar. After conducting a secondary research the following parameters are identified
The main problems which are identified for the research are
to understand the relationship between the Kellogg’s brand and the consumer
to understand consumer preferences about nutribars.
We have designed a necessary questionnaire for conducting a cross sectional survey and found that proportionate stratified sampling will be apt to get the necessary consumer insights.
Sampling Design
There are many methods of sampling when doing research. We have to choose the most ideal sampling method giving us the maximum probability of getting the results that are needed to develop the best entry strategy. Proportionate stratified sampling will be carried out giving due weightage to the various age-groups’ representation in the Indian