Results of Consumer Insight - Case Study Example

MKTG204 Integrated Marketing Communications Department of Marketing and Management Faculty of Business and Economics D1 Day; Offered in Session 1, North Ryde 2015 Assessment Task 2b: Consumer insight report Student ID First name and last name Tutor/Tutorial class: e.g. Joe Tuesday4p 1. Executive summary This report presents the results of Consumer Insight research carried out to establish the effects of the use of photographic depiction types of food ads on consumer responses and to gain insights into foodie consumers and the marketing communications outcome for Sara Lee. The research used a 1 factor (chocolate chip cookie) × 3 factor (depiction type: image 1, image 2 and image 3) on the experimental survey. Quality control was done before and after data collection by eliminating those who did not meet the set requirements. Data is analysed in two parts Experimental study and Foodie survey (Pitt and Ang, 2016). From the experimental study, t-tests and p-tests were done to establish if depictions influenced consumer responses. For instance, the p-value for the mean difference of image 1 vs. image 2 on AAd is p=0.400; therefore, the null hypothesis is accepted since there is no significance difference. Multiple regression was done to show if dependent variable ABrand was significantly predicted by the independent variables. The p-value for social proof is p= 0.029; social proof significantly predicts ABrand. On the Foodie survey part, data analysed showed that the consumers are average foodies. However, the data showed that women have more interest in food than men do. This consumer insight research is necessary because it enables the researcher to identify the variables that have a concrete impact on Brand Attitude so if they are improved, they lead to successful future campaigns. 2. Evaluation of the findings Part 1: Experimental study The mean value of each consumer’s response to each depiction was calculated and evaluated. Independent sample t-test were done to investigate if the depiction types mean values were significantly different. Elements such as logo, brand name, and slogan were standardised since the research did not aim at investing their effects. The mean difference of; Image 1 Cookie alone vs. Image 2 Cookie bitten by a consumer, Image 1 Cookie alone vs. Image 3 Cookie shared by people and Image 2 Cookie bitten by a consumer vs. Image 3 Cookie shared by people was calculated. Correspondingly, a t-test was done to show if there was a difference between the mean values were significant t tests whether two mean values are significantly different from zero. The t-value of image 1 cookie alone vs. image 2 cookie bitten by a consumer on the Ad attitude was t=-0.849 which lies between -1.96 Read More