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CAD350 Kit Kat Project Fall - Research Paper Example

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They are the best sources of feedback and primary data on the product based on their answers of their perceptions and attitudes towards the subject and the…
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CAD350 Kit Kat Project Fall
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Download file to see previous pages The sources used for secondary research were previous researches carried out on the subject brand. They included independent market watches and Kit Kat’s consumer feedback analyzed data. More information, though barely consequential, was collected from blogs and websites on Chinese confectionary markets.
The secondary data seemed to suggest that Kit Kat is the leader in the market share hence must have a satisfied consumer base. This however was a noted assumption for the basis of the compilation of secondary data to help structure the interview questions of the primary research.
Primary research was conducted in qualitative research which included surveys and in-depth interviews of Chinese college-age young adults of 18-24. The interview was in form of short and precise direct questions. This was a qualitative measure to ensure the questions were open ended to avoid bias.
The research revealed four insights – the target group eats the bar as a small snack instead of a big eat for hunger, The large majority of them hold a positive attitude towards Kit Kat; they all know Kit Kat only from stores due to its limited advertising and promotions and they ranked Kit Kat highly in comparison to its competitors.
From the research insights, we gathered that; although the bar is seen as satisfying, it really isn’t fulfilling and the apparent reason majority in the target group ate it was craving not hunger. For people who want to replenish energy and fill the hungry stomach, Kit Kat is obviously not the first choice for them. It is instead the choice people who needs to relax and take a break, Kit Kat is the perfect choice that you can enjoy anywhere at any time due to its lightness and convenient packaging. Target group hold a positive attitude towards Kit Kat because when they think of Kit Kat bars, they feel relaxed, want to get off stress and take a break with Kit Kat.
However, few of them will ...Download file to see next pagesRead More
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