Griffith University 2034MKT Marketing Research Course Content LECTURE SLIDES

Research on Consumer Perception of store brands versus national brand (Wulf et al., 2005)
Results: • Non blind test consumers express a significantly higher taste preference for the branded Minute Maid juice than for the unbranded Minute Maid juice. This main effect implies that Minute Maid has strong brand equity, creating a perceived difference.
The role of marketing research and the research process
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Research on Consumer Perception of store brands versus national brand (Wulf et al., 2005)
• The objective of this study is threefold: – First, the authors want to use taste tests to assess how four store brands that are differently positioned compare to one national brand in terms of perceived brand equity. – Second, the authors want to investigate whether brand equity of store versus national brands is determined by current brand loyalty towards these brands. – Third, they want to find out whether store patronage has an influence on perceived brand equity of store versus national brands.
Research on Consumer Perception of store brands versus national brand (Wulf et al., 2005)
Design/ methodology: • A total of 225 consumers in large Belgian shopping mall were involved in a repeated measures design involving two within-subject factors: a blind and non-blind taste test of five orange juice brands. Across our three objectives, we describe the impact of the retailers’ positioning strategies on the results generated. • The subject each time indicated on a seven-point Likert rating scale his/her taste preference for any juice tasted.
Introduction
Campus Convenor Office Phone Email : Dr. Denni Arli : N.63 2.11 : (07) 3735 7344 : d.arli@.au
Introduction
• This course aims to provide an introduction to the concepts and understanding of the application of the market research process including problem definition, selection and evaluation of an appropriate research design, measurement, sampling, field work, analysis, and presentation of research findings so that students can more confidently evaluate and participate in research applications relevant to the organisation.
• CAMPAIGN MARKETING MANAGER:
– Advance analytical skills, quantitative thinker, detailed oriented.
• MARKET RESEARCH MANAGER:
– Experienced user of SPSS or equivalent. – Strong multivariate statistical analysis and modeling skills – Ability to render and convey actionable conclusions from marketing data
How important are quantitative skills?
• PRODUCT MARKETING MANAGER:
– Experience in market analysis – competitive landscape, customer needs, market leadership, partner ecosystem – to drive prioritized and tangible action for the product team. – Strong quantitative skills and exacting in detail and quality.
Research on Consumer Perception of store brands versus national brand (Wulf et al., 2005)
Managerial implications: • Store brands versus national brands: who wins the battle for brand equity? Our results clearly indicate that the national brand (Minute Maid in our study) is still quite powerful compared to the store brands despite all the efforts made by these store brands. • This finding would support the idea that especially national brands enjoy a favorable level of brand equity: when the consumer is aware of the brand, he/she apparently holds some strong and favorable brand associations in memory.
Group Research Project
• We will investigated the issue of consumer ethics in Australia. Consumer ethics is “the moral principles and standards that guide the behaviour of individuals or groups as they obtain, use and dispose of goods and services” (Muncy and Vitell, 1992, p. 298). • Companies are increasingly keen to appeal to ethically minded consumers. Nevertheless, more investigations are needed to understand consumer ethical behaviour in Australia as a consequence of the prevalence of piracy and counterfeit goods
Research on Consumer Perception of store brands versus national brand (Wulf et al., 2005)
Results: • The outcome of the blind taste test was rather surprising: market leader and manufacturer brand Minute Maid turned out to be the least preferred juice, while the GB juice ranked number one. • The taste preference score for the GB juice was statistically significantly higher than the scores obtained for Colruyt and Minute Maid. • This result confirms the common belief that private label products can offer the same or even better quality than national brands, but at a lower price.