Consumer Research Report
Consumer Research Report (Group Assignment): 35% Written Report : 35% Length of assignment : 2,500 words +- 10% Company profile Unilever Personal Care division holds the company’s largest category for brands like Sunsilk and Dove products (www.sunsilk.com.my). Sunsilk actively promotes its 9 products through media. It’s entire line up include shampoo, conditioner, leave on cream and intensive treatment mask. Sunsilk’s tagline : “Every day is a great hair day” encourages the consumers to keep up with their “awesomeness.” Sunsilk’s range of wash and care products enables consumers in markets across Asia to enjoy it’s products. The brand offers affordable range of shampoo such as dry and damaged, smooth and straight, anti-dandruff, scalp and care, hair fall solution and hijab. Although Unilever remains in the top 3 players of the category, wash and care penetration among Malaysian household is still low. As such, Unilever aims to obtain information on the role of promotions in shaping consumers’ attitude and purchase behaviour for Sunsilk wash and care products such as conditioner, leave on cream and intensive treatment mask. In this assignment, students will conduct consumer research/shopper insights as per these following steps: Task 1 1. Form a group consisting of minimum 3 – 4 students. 2. Identify the retail outlet (pharmacy, supermarket or hypermarket) that your group wishes to conduct this research. 3. Select two (2) research methods to obtain the required information where i) is mandatory, while you can choose from either ii) or iii). i) Observation (3 observations on different time and day) and either ii) Survey, 20 – 30 respondents OR ii) Focus Group, 8 – 10 participants 4. Collect the data. In the research method selected, you will need to include the following areas either in your observation list, question list in focus group or questionnaire in survey: a) The demographic profiles of shoppers patronising the selected retail outlet (age, gender, race, social class)*(applicable for survey and focus group*) b) Shoppers’ purchase behavior in the outlet (the way they act, shop and navigate) c) Attitude towards in-store promotion (buy more, awareness, preference, increase loyalty, switch driven, increase consumer intention, etc) 10 d) Purchase pattern (purchase frequency, patronage frequency, amount of money spent, amount of time spend to purchase, etc. Task 2 Write a report that consists of the findings from following components based on the consumer research/shopper insights that you have conducted: i. Rationale of the assignment. ii. Background of the outlet (name, location). iii. Brief summary of consumer/shoppers demographic profile. iv. Findings from Task1 (b), (c) and (d) v. Recommendation on the innovative in-store promotions (type and how) that drive consumer/shoppers to buy more, different/current brand or new brand as well as increase consumer/shoppers patronage. vi. Recommend the ideal promotional scheme for the selected outlet where consumer research/shoppers insight conducted.
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