Research Objectives and Problem Definitions at Managerial and Marketing Levels
Founded in 2011, the GreenSheet product is a 6 inch square of specialty paper infused with organic extracts that allows produce to remain fresh two to four times longer than average (GreenSheet brochure, 2011). GreenSheet is a small but expanding business that is interested in investing their capital in marketing to promote the firm’s growth.
With limited distribution, they currently sell their product at Dealer Jose’s. GreenSheet derives their consumer base from two main segments:
1. those who are "socially conscious" who may be willing to pay more for "green" products,
2. and those who wish to save money by reducing their personal amount of fresh produce spoilage.
GreenSheet has decided to investigate whether or not college students are a suitable target market in an effort to determine whether or not they should actively invest in a marketing campaign directed at that specific demographic.
The marketing manager would like to better understand the eating habits and social characteristics of college students, in an effort to see if they fit the profile for a consumer group that GreenSheet should actively pursue.
Research Objectives
The general purpose of this study is to understand the characteristics of college students’ shopping, eating and social habits to determine their interest in purchasing GreenSheet. A careful review of the areas to be addressed led to the identification of the following research objectives:
1. To determine college students’ eating and shopping habits in general, and specifically, related to the purchase of fresh produce.
2. To understand college students’ perceptions of their shopping consumer behavior (i.e., in terms of socially conscious, environmentally friendly, saving money).
3. To determine the likelihood of college students purchasing GreenSheet.
Problem Definition for Tablet Company:
Managerial Problem:
A computer firm is looking to get students more enthusiastic and attracted to its tablet product. Our client has
With limited distribution, they currently sell their product at Dealer Jose’s. GreenSheet derives their consumer base from two main segments:
1. those who are "socially conscious" who may be willing to pay more for "green" products,
2. and those who wish to save money by reducing their personal amount of fresh produce spoilage.
GreenSheet has decided to investigate whether or not college students are a suitable target market in an effort to determine whether or not they should actively invest in a marketing campaign directed at that specific demographic.
The marketing manager would like to better understand the eating habits and social characteristics of college students, in an effort to see if they fit the profile for a consumer group that GreenSheet should actively pursue.
Research Objectives
The general purpose of this study is to understand the characteristics of college students’ shopping, eating and social habits to determine their interest in purchasing GreenSheet. A careful review of the areas to be addressed led to the identification of the following research objectives:
1. To determine college students’ eating and shopping habits in general, and specifically, related to the purchase of fresh produce.
2. To understand college students’ perceptions of their shopping consumer behavior (i.e., in terms of socially conscious, environmentally friendly, saving money).
3. To determine the likelihood of college students purchasing GreenSheet.
Problem Definition for Tablet Company:
Managerial Problem:
A computer firm is looking to get students more enthusiastic and attracted to its tablet product. Our client has