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Consumer behavior - Essay Example

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Northern Ireland Fast Food Company is considering the launch of their boil-in-bag products into the consumer market, a switch from the catering product markets for restaurants and corporate catering services. It is first important to understand more about the market environment…
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Download file to see previous pages value food market there are gaps in areas of research in relation to the specific market size which can be expected and in certain psychographic aspects of the consumer character profile. These will be identified throughout the report.
Specific market size cannot accurately be predicted, due to an apparent trend in the United Kingdom for a more socially-acceptable movement toward thrift in the frozen foods sector. This seems to be moving different markets together, thus creating large opportunity for a more mass market focused brand campaign. Before determining an appropriate market size, it would be necessary to understand which specific region of the country could best be supplied logistically. Competitors consist of many multi-national companies with very wide product lines, therefore this is also an indication of high profit potential if Northern Ireland pursues a less domestic approach to sales by expanding beyond the UK. In London alone, with such a large emphasis on thrift mixing markets, the four million adult consumers in this region could serve as a test market for introduction into the consumer market and represent enormous profit opportunity.
One notable trend in this market environment is how the different competitors continue to use interesting marketing positioning tactics, through promotion, to create different perceptions with the customers. From an observational research perspective, the quality of the products as well as the food texture does not seem to be a marketing objective in this region. Rather, creating the personal connection between how the product would be viable in the family environment and the consumers’ visual taste sensations in advertisements remains the large focus of marketing in this frozen foods community.
Because this will be more of a mass market-focused campaign for the quality dinner foods provided by Northern Ireland Fast Food Company, it will be necessary to fully determine which city and region will be the first ...Download file to see next pagesRead More
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