Market Structure Project (Part 2 – Report)
In Part 2 of this project you will analyse data collected using an online survey of consumers’ preferences for brands and products and provide recommendations for your client’s brand. Survey elements can be combined (e.g. brands/product attributes), however students are advised not to alter the parameters of their BIBD or OMEP designs. MARKET STRUCTURE PROJECT.
A one page executive summary (not included in the word count) will summarise the main findings and recommendations included in the report. Do not summarise any technical information in the executive summary. MARKET STRUCTURE PROJECT.
The full report will provide a detailed overview of the results and technical details of means-variance, regression and any other analysis conducted on the collected data. Emphasise the most important/intriguing results that have the most relevance to your client, and where necessary separately analyse any sub-groups of interest from your sample. Throughout the report, document each the steps taken to produce your results (i.e. where/when data was collected, data restructuring, choice of analysis technique). MARKET STRUCTURE PROJECT.
Provided tractable recommendations based on your results. These should inform your client how (where) to position its brand against competitors and what kind of product configuration will maximise its probability of being chosen by consumers. The recommendations must be practical and achievable within realistic timeframes and budgets. Be careful not to make recommendations outside the scope of what your analysis permits. External sources may be used to support your recommendations, but should come secondary to your own analysis. MARKET STRUCTURE PROJECT.
The report should be delivered in the form of a professionally formatted written document of no more than 3,000 words (including tables, excluding figures). Reports exceeding the word limit by more than 10% will receive zero marks on the “professionalism” criterion of the marking rubric. The document should resemble one produced by a reputable market research agency, as such consideration must be given to the use of stylistic elements such as typesetting, spacing, alignment, colours, fictitious agency branding etc. MARKET STRUCTURE PROJECT
MARKET STRUCTURE PROJECT
Customer loyalty is an important factor to consider in the food industry. Customers are very
sensitive to price and quality and hence any brand that offers them with the best quality products
and services at the most reasonable prices win their loyalties. This study tested customer loyalty
by analysing data on three main attributes; brand ranking, brand choice, and brand preference.
Data was collected from a sample of 50 respondents drawn from college students in Australia. In
terms of ranking, McDonalds was ranked as the most preferred followed by Subway. The
research findings indicated that fast food customers consider a number of factors when making
purchases such as price, menu, service quality, convenience, and promotions……….
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