Developing a Marketing Research Proposal

Marketing search Professor Tom Tafolla Midterm psychometric test Developing a Marketing Research Proposal 84179 Marketing Research Proposal Kraft Food Healthy Snack Product cultivation for 50+ Market Introduction For years, Kraft Foods atomic number 18 hiring experts to conduct drawn-out studies on a products marketability, visual and taste, all to sell you more diets stuffed with sugar, rich and salt. Now Kraft Food is blamed by publics it only cares almost consumers personal taste, but not personal wellness, especially for the aged people.Since foul up babe boomer is a uge population in the US and nave a laborious purchasing power, they are trying to save their losing competitiveness in this enormous market. Therefore Kraft Foods product development department is seeking a research service consultant to conduct baby boomer market, to pick up new product opportunities of healthy snacks. Research Objectives The objectives of this research are 1 . To understand how baby b oomers make snack purchase decisions and choices. 2. To learn who are the key influencer in snack consumption decisions in baby boomer market 3.To gain insights into the obstacles to choosing Kraft Food product 4. To understand what health fillations exist in baby boomer market Marketing Challenges and Opportunities Challenges 1 . Kraft Food products images are deeply rooted in the patrol wagon of peoples mind, which is tasty, satisfying your bliss point, but not very healthy. 2. Snack is usually designed for leisure time between meals people seldom consider its health value. Opportunities 1. Baby boomer is a huge market and has soused purchasing power 2. The lack of healthy snack market 3.If consumer is feeling for an easy way to eat healthy, without having to change their daily routine to a fault drastically, snacks should be a good entry point. culture Coverage Information for this research will be collected according to the following pecking order of needs 1. Baby boomer group information 2. Healthy food information Research Design Primary Research 1 . In store observation baby boomers purchasing routine and behavior on snacks. Healthy considerations while making choice. 2. In home interview baby boomers eating routine on snacks