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Market Research Presentation

By Andrew, Lucy, Rosie and Shahrez

Qualitative & Quantitative Research

  • Accurate and thorough information is the base of any successful business venture.
  • Primary information is information you collect yourself for a specific purpose.
  • Market research allows companies to better understand consumers and their behaviours

Conclusion of Questionnaire

We felt it was important to use both qualitative and quantitative research

  • In Scotland in 2009 the sales of alcohol were £3.64 billion
  • Woman drink mostly wine
  • In nightclubs its cheaper to order a vodka rather than a whiskey.

Would a Promotional Campaign be Worthwhile?

  • Qualitative data is needed to show thoughts/feelings on a topic.
  • It gives a better insight into attitudes towards a certain topic
  • Quantitative data produces a more structured form of data and is numerical
  • This type of data can be more easily assessed and put into graphs and charts.

  • We felt it was important to use both to get a better and clearer insight into our respondents thoughts and feelings on the subject of whiskey.

The Questionnaire

  • We chose the questionnaire layout so we could gather the best responses in the simplest way.
  • The mixed question types were used to make the questionnaire interesting and to give us a better insight into the thoughts and feelings of our respondents.- Open-end questions, closed-end questions.
  • We felt our choice of questionnaire helped us to achieve our objective which was to find out the opinions of women aged 18-40 on whiskey and why it is unpopular.
  • We believe a promotional campaign would be advantageous.
  • 95% of women had tried whiskey yet only 15% actually drank it.
  • The main reasons were because of taste, price image and strength.
  • For 70% image was the biggest factor.
  • Taste was just behind image as the second biggest factor.

Recommendations

  • Changing the taste- fruit flavours
  • Change the packaging- more feminine
  • Price- many women in our survey preferred wine over whiskey because of it's cheaper price.

The Results

Would a Promotional Campaign Be Worthwhile?

The Questionnaire Explained

  • We chose to use a questionnaire as it had the best response rates compared to other surveying methods.
  • We tried to use a variety of questions such as: dichotomous, multiple choice and rating scale.
  • The aim of questions 9 & 10 were to find out what age and gender the respondents felt whiskey was related to.
  • We also developed multiple choice questions to find out why whiskey is not popular amongst women- taste/strength/price/image
  • Our last questions were used to find out what would encourage the respondents to drink whiskey such as fruit infusions etc.
  • Fruit flavours and pre blended cocktails or recipes for cocktails could combat the taste factor.
  • Campaigns which include women enjoying whiskey socially could change the way women perceive whiskey and give it a feminine touch
  • A change in packaging to something more modern and feminine could also make whiskey more appealing.
  • Through research we found that there was a niche in the market for a feminine whiskey brand as none of the standard brands produced any feminine whiskey products.
  • In conclusion, we feel our results show the main reasons for the target market not drinking whiskey are taste and image and that a promotional campaign could be the answer to a change in female attitudes to whiskey

Introduction

This report aims to develop Brigadoon Distilleries understanding of woman between the ages of 18-40's attitude toward whiskey.

Thanks For Listening

Statistical Results

• 55% of females aged between 18-40 drank alcohol occasionally, 41% frequently, 3% rarely and 1% never drank alcohol.

• In terms of the alcohol consumed, 65% drank spirits, 32% drank wine and only 3% drank beers.

• The most common answers as to why people drank their preferred alcoholic choice either spirits, wine or beer was due to the taste as well as the price.

• 95% of female’s ages 18-40 have tried whisky compared to the remaining 5% who have not.

• Only 15% of females actually enjoy drinking whiskey, the remaining 85% do not enjoy it.

• The most common answers as to why people did not enjoy drinking whiskey was due to the taste, strength, price and image.

• 70% of females linked whisky as a man’s drink.

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