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
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.