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Prepare a report on marketing research findings
The report will be a comparison between consumption of fast food (takeaways) and fruit and vegetables amongst New Zealand teenagers/young people (ages 18 to 20 plus years). You need to write the report as if your client is a major fast food chain in New Zealand, looking to expand further into this teenage/young people market, and wanting to know much more about this group’s food choices. You choose the client. It must be an existing company from the following: McDonalds; Burger King (BK); Burger Fuel; Wendy’s; Carl’s Junior; KFC; Hell Pizza; Pizza Hut.
Management decision problem:
To identify the most appropriate approach for marketing to gain an increased share of the fast-growing, fast food spending and food choice behaviours of teenagers or young people.
Marketing research problem:
To identify key issues and consumption trends in the fast food market, in the fruit and vegetable market, and the importance of this teenage/young people segment as a consumer group.
Research objectives:
a) Identify the size and trends (changes over time) in the fast food market and in the fruit and vegetable market.
b) Identify the profile of teenage/young people fast food consumers (using no more than 4 variables) and identify the importance of either market. It is strongly recommended that at least one demographic variable and one psychographic variable are used.
c) Identify the total amount spent on promoting fast food consumption for each of the past 3 years; compare this with the total amount spent on promoting fruit and vegetable consumption over the same time frame (where relevant). Include a comparison of the amount spent and types of media for at least three of the above fast food companies (including your own client).
d) Identify attitudes to fast food consumption and fruit and vegetable consumption among this group.
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