新西蘭留學生市場研究報告范文-Marketing Research Report

 

Now days things are very convenience, people prefer going out for takeaway rather than eat in the restaurant or franchise. The market size of the fast food is slowly increasing each years, it is a growing market as people value them more now.

 

Using two different sorts of methods to collect data – secondary and primary data Secondary data are collected by Roy Morgan, Nielson Market Information Digest and Nielson media, Statistic New Zealand, Passport GMID (Passport Global Market Information Digest) and Google scholar. Primary data are collected by SPSS. 

Primary data was collected by students 18 and over, questions such as student’s attitude and behaviour toward fast food been questioned. 

 

From the secondary research, it’s drawn attention to fast food market is potentially growing each years an increase of 1.25% over 6 years, and there’s different sort of age group who consume them. But in this report the target market would be the young people who are aged 18-24. Young people have interesting behaviour toward consuming fast food, and the spending by media for both fast food and fruit and vegetable. McDonald is the leading company of largest promotion by media in fast food industry ($64,385,702 in 2011 and $35,461,998 in 2012). Quite a few competitors competing for young people snacks time, companies such as, Burger King, Pizza Hut and KFC. 

 

Primary Research shows the attitude and behaviour of young people aged 18-24 toward fast food, fruit and vegetable. Young people aged 18-24 doesn’t tend to like having vegetable choices in fast food outlet, but they value price, cleanness of the restaurant and fast food location as important. And they don’tseem to consume fruit and vegetable too often in the past seven days. 

Introduction

This report is proudly presented for McDonalds produced by Patrick Wong; this research will enhance McDonald’s knowledge for the teenage market of food choices, and allow McDonald to make efficient and sensible decisions making. 

 

There’s two problems occurred in the company, one is management decision problem and marketing research problem. 

1) Management decision problem

To identify the most appropriate approach to gain an increase in market share of the fast-growing fast food spending and good choice behaviours of teenage consumers. 

2) Marketing research problem

To identify key issues and the consumption trends in the fast food market in the fruit and vegetable market and the importance of this teenage segment a consumer group.

To solve these two problems, the aim of this report is to identify the key objectives and compares them which will give McDonalds a better understanding of its market.

1) The size and trends (changes over time) in the fast food market and in the fruit and vegetable market.

2) The profile of the teenage fast good consumers and importance of teenage market.

3) The total amount spent on promoting fast food consumption for each of the past 2 years, and compares it with the fruits and vegetable consumption over the same time frame.

4) Teenager’s attitudes toward fast food, fruits and vegetable consumption.

5) Comparison of teenagers/group’s behaviour toward fast food, vegetable and fruits. 

6) Teenager’s choice of selections toward fast food.

 

In order to identify the objectives, the following two researching method will be used. – The secondary research and the primary research. As for secondary research, we will be using a few different sort of database such as Roy Morgan, Nielson Market Information Digest and Nielson media, Statistic New Zealand and Passport GMID (Passport Global Market Information Digest).

 

Primary Research was conducted by given out 1,100 survey questionnaire to student who aged 18-30 and over that study in private provider, specialist tertiary provider, polytechnic and university. 

 

Method

Method of Secondary Research

The main secondary in this report will be using Roy Morgan Research, Ac Neilson Media, Statistic New Zealand and Passport GMID. 

 

Roy Morgan is one of the well-known marketing research databases and public opinion Survey Company throughout the world; it is Australia’s best known and longest established market research company,http://www.ttc-switch.com/thesis_sample/guanlileizuoye/  founded in 1941 by Roy Morgan. Roy Morgan Research has couple of offices across the world, such as Australia, New Zealand, UK and the US(Roy Morgan Research, 2013). But the limitation toward this research database is that the data is limited, they only provided 2011’s data and it won’t be accuracy to measure the current market. 

 

Nielsen Media Research is active in 40 countries worldwide and is the leading provider of audience measurement, print readership, customised media research and competitive advertising intelligence information. Through affiliates, advertising measurement is extended to 70 countries, representing 85% of the word’s advertising spending (Nielsen Media Research, 2013).The limitation of Nielsen Media’s data is that it doesn’t not show whether the fruit and vegetable are fresh, frozen or canned, etc. #p#分頁標題#e#

 

Statistics New Zealand is a government department and New Zealand’s national statistical office. They are New Zealand’s major source of official statistics and leader of Official Statistics System, Statistics New Zealand been publishing statistics for nearly 120 years and have three offices throughout New Zealand, one is Auckland, Wellington and Christchurch, with around 1,000 staffs in total(Statistic New Zealand, 2013).

 

Passport GMID is an online global respected market research tool that monitors industries trend to help marketers make strategic decisions for companies. They provide long historic and forecast data series and comparable across countries(Passport, 2013).

 

Method of Primary Research

Primary Research was giving out series of questionnaires to young people who are aged 18 above and those who study at a place of education such as polytechnic, university or specialist private provider. There’s a total of 1,100 surveys were given out in this primary research, all the questions are related to respondent’s attitude and behaviour toward fast food, fruit and vegetable. 

Example of the questionnaires questions would be, how many times have you visted a fast food outlet in the past seven days? And six answers will be given, such as one times, two times, three times and so on.