8/8/2019 Synopsis MR Group3

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Group No 3 || Marketing research assignmentTopic: A study to assess the pretences of buyer while buying healthy foods

Synopsis:-

1. Title of the project :

A study to assess the pretences of buyer while buying healthy foods

2. Activities Schedule :Conducting Focus group discussion: By Dec 10 th.

Formation of Questionnaires: By Dec 25th

Conducting surveys: By Jan 15th

Conduct disguised and unstructured observational research: By Feb 9 th

Analyzing Surveys and drawing qualitative and quantitative inferences: by Feb 26th

3. Research design :

The research design selected is exploratory research design and descriptive research design.

It would involve:

- Review of literature

- Performing Focus Group discussions- Surveying

- Unstructured and disguised observation on target audience

- Analysis and inference drawing

Even though mothers are generally the decision maker, our observation aims to also

include analysis of whether children influence the buying pattern of health food.

4. Methodology :

Step 1: Identify the consumer set for the Focus group discussion such as

1) Mothers or housewives 2) Children and their preference for shape, flavour etc.

3) People in health conscious professions such as models/actors

4) People who are health conscious such as obese people/ill people/constant gym visitors.We are specifically targeting segments like children and health conscious professionals to

appreciate the scope of brand variants and brand extensions. For example a family with a

young child may buy more Kelloggs Chocs and an actor may prefer Kelloggs K

variant over normal variant.

Step 2: To prepare screening questions for the FGDs to obtain an appropriate group.

Step 3: To record the responses of the participants along with the inferences drawn by the

moderator of the group which will lead to the making of a questionnaire that will identify the

effect of healthy foods on consumer buying.

Step 4: To select potential points for survey to cover the target population and conduct a

survey. Depending on our target groups for the FGDs we have homes, gyms, and health

centres.Step 5: Disguised observations about users buying pattern depending on demographic and

family structure overall determinants while making final purchase choice.

Step 6: To analyze the responses of the survey and obtain an inference of effect of healthy

foods on consumer buying.

5. Expected outcome:

Through our experiments and observation we aim to find : how customers perceive a

product , the benefits it claims to offer, whether the customers buying pattern reflects a

thorough understanding of the products benefits , how much of his expectations are met, to

acknowledge the effect of these products perceived health benefits over the actual buying

decision of customers. We also aim to a products impact on final purchase and the attributes

of the product such as price, packaging, preference for specific nutrient benefit etcwhich occupy maximum recall value in the minds of the target audience.

8/8/2019 Synopsis MR Group3

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Group No 3 || Marketing research assignmentTopic: A study to assess the pretences of buyer while buying healthy foods

6. Member responsibilities:

FGD: Chandana Ganta /Deepankur Malik /Girraj Meena

Questionnaire making: Durba Ghosh /Deepak Rana /Clement Joy

Survey and inference: All

Disguise and inference: Chetan Gadia /Deepi Garbyal