The “Popeye’s Chicken” Case
Questions raised
Q1: Do you believe Mary has adequate inputs to decision-making or is it that he really needs an real and good research ?
A1: I would say that Mary has some relevant inputs which would help him start-up his new venture, but these aren’t enough. For instance the survey does not give a mention of what percentage of people are vegans? Or how much on an average does a particular age group of people spend on a meal? It would also be helpful to find out what kind of occupation people have, so that some form of targeting could be done and product(s) designed accordingly.
Also I would like to add the following few points: * Mary would need to conduct a research of his own, specially for the Northern areas of the country and more specifically of Minnesota as that’s the place where he is going to start up, so naturally he needs to gauge the popular public sentiment in that region with regards to fast-food. * The data which he is referring to is based upon national survey, however a local and targeted survey would be more useful for him. * There’s also a real possibility that the survey findings which Mary is referring to could deviate from the reality at the ground level.
Q2: What kind of information and what type of research does J Mary need?
A2: * Mary would need both primary and secondary data with regards to consumer preferences, spending powers, age groups, awareness levels, satisfaction levels etc from people in the Northern states of the country, the region which he wants to target.
* He needs information on consumer behavior. This includes the spending pattern according to the various environmental factors like economic environment, social-culture environment, demographic environment, etc. * A Descriptive market research is required to determine satisfaction, factors influential in consumer decision-making and to determine consumer demographics associated with purchase and consumption.
Q3: If Mary
Q1: Do you believe Mary has adequate inputs to decision-making or is it that he really needs an real and good research ?
A1: I would say that Mary has some relevant inputs which would help him start-up his new venture, but these aren’t enough. For instance the survey does not give a mention of what percentage of people are vegans? Or how much on an average does a particular age group of people spend on a meal? It would also be helpful to find out what kind of occupation people have, so that some form of targeting could be done and product(s) designed accordingly.
Also I would like to add the following few points: * Mary would need to conduct a research of his own, specially for the Northern areas of the country and more specifically of Minnesota as that’s the place where he is going to start up, so naturally he needs to gauge the popular public sentiment in that region with regards to fast-food. * The data which he is referring to is based upon national survey, however a local and targeted survey would be more useful for him. * There’s also a real possibility that the survey findings which Mary is referring to could deviate from the reality at the ground level.
Q2: What kind of information and what type of research does J Mary need?
A2: * Mary would need both primary and secondary data with regards to consumer preferences, spending powers, age groups, awareness levels, satisfaction levels etc from people in the Northern states of the country, the region which he wants to target.
* He needs information on consumer behavior. This includes the spending pattern according to the various environmental factors like economic environment, social-culture environment, demographic environment, etc. * A Descriptive market research is required to determine satisfaction, factors influential in consumer decision-making and to determine consumer demographics associated with purchase and consumption.
Q3: If Mary