Marketing Strategies of Goodbar and its Impact on Consumer Behavior - Research Paper Example

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Marketing Strategies of mr.Goodbar and its Impact on Consumer Behavior of the of the of the Table of Contents Table of Contents 2 Introduction 4 Research Methods Comparison 4 Focus Group 4 Face to Face Individual Interviews 5 Online Research Interviews 5 Marketing Findings 6 Other Qualitative Research Methods 10 List of References 12 Bibliography 13 Appendix-I 14 Interview Guideline for Face to Face and Online Interviews 14 Appendix-II 17 Face-to-Face Interview Transcript 1 17 Appendix-III 25 Face-to-Face Interview Transcript 2 25 Appendix-IV 31 Focus Group Discussion Transcript 31 Appendix-V 40 Online Interview Transcript 40 Appendix-VI 49 Codes 49 Appendix-VI 51 Methodology Adapted 51 Appendix-VII 55 Comments for Marketing and Promotion 55 Comments for Taste 56 Appendix-VIII 57 Comments for Competitiveness 57 Introduction Mr. Goodbar, a well known brand of Hershey’s chocolate, is a chocolate bar that has been chosen to carry out the qualitative research on consumer behavior towards the chocolate bar1. The research focuses on identifying why consumers choose mr.Goodbar over other chocolate brands and how the marketing strategies adapted by mr.Goodbar are effective in influencing the consumer behavior. This research would help in identifying the areas where mr.Goodbar’s marketing strategies are effective and where they are lacking in order to influence consumer behavior. Research Methods Comparison For this research paper, three different indepth qualitative research techniques were utilized, i.e. focus group interviews, face to face individual interviews and online research interviews. These three qualitative research techniques are discussed in this section along with their difference with each other, effectiveness in achieving the research objectives and goals, difficulties that might arise by using each of these techniques and their effectiveness in achieving the goals and objectives of present research study. Focus Group Focus group interviews enables a Researcher to act as a moderator and present a situation or case in front of limited number of respondents sitting together. Critics are of the view that focus groups are not an interview rather a discussion that provides handy information and point of views from the respondents’ side to the Researcher. It’s a general perception that the information retrieved from focus group interviews can not be used to conclude the study but it can be used for generating more useful ideas that can be utilized for concluding the research study. Majority of the Researchers use focus group interviews to achieve understanding of general ideas and thoughts about a product that is to be launched in the market and how useful respondents think, the product will be in providing solutions to customers’ needs and wants. The biggest advantage of focus group interviews is that they help the Researcher to observe the reaction of the responses under given conditions and make note of high and low points of responses within the group2 (Blankenship, Breen and Dutka 1998). Face to Face Individual Interviews Face to face individual interviews enables the Researcher to communicate personally with the respondents and collect more in-depth information regarding respondents’ personal vies regarding the topic under discussion. The biggest advantage of conducting face to face individual interviews is that it helps the Researcher to collect information in greater detail and allows him or her to ask counter questions in order to create detailed understanding regarding the issues. Face to face interviews also creates easiness for the respondents to share their views in detail and elaborate their responses according to the tone of the discussion shaping up. Researcher also can acquire further information from the body language of the respondents. One of the major disadvantages of face to face interviews is that they are time consuming and requires more money as compare to other methods3 (Muise and Olson 2007). Online Research Interviews Online research interviews enable a researcher to conduct one on one interviews with the respondents sitting at some other location. An online one on one interview also provides number of benefits to the Researcher, like these interviews are less time consuming and less costly. Researcher can conduct interview by asking questions via chat, online calling services and video conference. In this manner, the Researchers have fair chances to gather in detail information from the respondents. The biggest advantage of online interviews is that they can be conducted with respondents’ convenience and at the same time, feel secure about their privacy issues4. Of these three methods discussed above, the most appropriate method for carrying out in-depth qualitative researches seems to be face to face interviews. Face to face interviews provides more information to the Researcher and enables him or her to observe the body language which can also be source communicating information. Marketing Findings Consumer behaviour has always remained a centre of marketer’s strategies and special emphasis has been put in this direction to generate effective strategies to influence consumer’s buying behaviour. Consumer’s cantered marketing strategies helps organizations to retain its customer base to increase its revenues and sales volume. Marketing departments of different organizations, more specifically chocolate brands, has aimed on understanding the dynamics of marketing their brands and its effectiveness, keeping in view the demographics and preferences of consumer markets at different locations. The results presented in this study are qualitative in nature and the Researcher utilizes both primary and secondary sources of data to present a clear picture of marketing strategies adapted by mr.Goodbar and its effectiveness in influencing consumer behaviour. The results obtained reflect that cultural differences, purchasing power and societal norms put a deep impact on consumers’ buying behaviour. Marketing strategies adapted by mr.Goodbar are designed keeping in view the demographics of the target market, and it is also affected by the attributes of the society in which it is implemented. mr.Goodbar achieved reasonable results by utilizing different marketing channel but there are areas, where the company have to consider to bring changes. From the analysis of information retrieved from primary research, reflects that majority of the respondents think that the packaging and its design implemented by mr.Goodbar to its chocolate bar is of international standards and matches the brand image and attitude. Additionally, the packaging attracts the eyes of the customers and the color scheme used for the packaging has become associated with the brand. The packaging is also perceived to be protecting the freshness and taste of the chocolate bar which ensures that superior quality chocolate is delivered to the customers. Also, this packaging also highlights the parent brand, i.e. Hershey’s on the top of its front side which keeps the name in the minds of the consumers and helps them to identify mr.Goodbar among other chocolate brands. The packaging of the chocolate also contains nutritional information which is considered to be a sign of good gesture sent by the company to the health conscious customers. One respondent replied to a question: “I can easily identify the packaging of mr.Goodbar among other chocolate brands because it is so catchy and soothing to the eyes, that anyone can identify it”5 The marketing strategies are also appreciated by majority of the respondents. About pricing strategy adapted by mr.Goodbar, most of the respondents are satisfied and thinks that the prices are kept at competitive level where customers can easily distinguish the prices of mr.Goodbar in comparison to the prices offered by other chocolate brands. These prices are moderate and the company has fair space to introduce new pricing strategies in the near future with a little hike in prices. As long as the quality is not compromised by the company, customers will not hesitate to buy an mr.Goodbar with a slide hike in prices. One respondent stated: “I can easily afford a mr.Goodbar chocolate each day because its prices are comparatively lower than the other premium chocolate brands”6 About the availability of mr.Goodbar in the market, customers are of the view that the company lacks in its distribution activities. Unlike other chocolate brands, mr.Goodbar is not available at every shop, superstore, bakery or hyper markets. Majority of the respondents are of the view that they have to stretch their efforts a little bit in order to buy a mr.Goodbar. Sometimes, the non availability of mr.Goodbar urges them to buy other brands of chocolate. This is the major area, where respondents think, that the company have to put extensive efforts and improve its distribution mechanisms to make the product available easily to the customers. A respondent quoted: “Once, I had to walk 2 miles to buy a mr.Goodbar for my son”7 Commenting on the product itself, most of the respondents were of the view that the taste, mr.Goodbar carries is exceptional and the secret recipe utilized by Hershey’s to produce mr.Goodbar makes it a tasty and super delicious chocolate bar. The fusion of dark and milk chocolate along with the roasted peanuts and crunchy wafer makes mr.Goodbar a perfect blend of European chocolate, which fills the mouth of the consumers with water and urges them to eat it again and again. Further commenting on the product, some of the respondents were of the view that Hershey’s has used those ingredients in manufacturing mr.Goodbar, that are not being used by others and this is the reason that mr.Goodbar offers a unique and tempting taste to the consumers. According to majority of the respondents: “mr.Goodbar’s taste is heavenly and smooth”8 When the respondents were asked about the promotional strategies that mr.Goodbar has adapted, most of the respondents think that the company has successfully studied the consumer behavior and implemented the information retrieved into its marketing strategies. This successful implementation has made the promotional activities so attractive for the customers, that the brand has created a unique place among the target market. Respondents view mr.Goodbar’s marketing strategies as being identifying most of the dimensions of consumer behaviour and addressing them in its advertisements to build up a positive brand image and attitude in the eye of customers. mr.Goodbar keeps the demographics, cultural traits, norms and values under consideration before designing promotional activities and utilizes different marketing channels, such as print media, electronic media and online marketing mediums for effectively communicating the marketing message to the target market. In the light of above mentioned findings from the primary research, the Researcher here can formulate some recommendations for the company in order to bring improvement in its offering to the target markets. mr.Goodbar needs to improve the distribution of its products to the market in order to grab maximum market share. It can be done by revitalizing the supply chain activities and providing more incentives to the distributors of the products. Moreover, the company needs to add more distributors to the network and consider the option of outsourcing the distribution of the product to outside vendors. The content of the marketing communication messages should be clear and attractive to the target market in order to influence the buying behaviors. mr.Goodbar should use suitable marketing and advertising software to make sure that the data regarding target markets is updated on regular basis and the changing trends and market demands are fully integrated to the system whenever possible. mr.Goodbar should do benefit analysis of its different advertisement as it is not always necessary that expected results can be achieved therefore, other forms of medium particularly social networking marketing should also be considered in connection with conventional marketing channels. This could actually help them to run both marketing strategies that complement each other. Other Qualitative Research Methods Beside the qualitative research methods used in this research study, i.e. focus group interviews, face to face interviews and online research interviews, there are other qualitative research methods that can be utilized. One is diary method which requires the Researcher to make notes of personal account of daily events, feelings, discussions and arguments, and interaction with family members, colleagues and friends9. Another method is role-play and simulation in which the Researcher hands over a role to the respondents and asks them to play it, while at the same time, respondents are also required to observe the behaviour and feelings shaping up in between. These behavioural observations and feelings are than asked from the respondents to be ranked on the basis of their observations and requires the respondents to predict about the future events. The diary practice and the role-play method of qualitative research are time consuming and require extensive involvement of the respondents, which may create boredom among them and compel them to skip responding to the researcher10. The most effective way of carrying out qualitative research can be case-study method in which the Researcher keeps a case study of an individual, group, event or an organization to provide in-depth and descriptive conclusion to the research questions. The biggest advantage of case-study approach is that it enables t he Researcher to understand the factors involved in a research work, by keeping the model of an organization, individual or event in front and draw logical reasoning to the research questions11. List of References Belk, R.W., 2006. Handbook of qualitative research methods in marketing. NY: Edward Elgar Publishing. Blankenship, A.B., Breen, G.E. and Dutka, A.F., 1998. State of the art marketing research. NY: McGraw-Hill. Hershey's, 2012. mr.Goodbar. [Online] Available at: [Accessed 18 January 2012]. Mays, D. and Pope, C., 1995. Rigour and Qualitative Research. British Medical Journal, 311, pp.109-12. Muise, J. and Olson, K., 2007. Face to Face Interviews. [Online] Available at: [Accessed 18 January 2012]. Weinberg, D., 2002. Qualitative research methods. NJ: Wiley-Blackwell. Willig, C. and Rogers, W.S., 2007. The SAGE handbook of qualitative research in psychology. NY: Sage. Bibliography Charles, T. and Abbas, T., 2009. Foundations of mixed methods research: integrating quantitative and qualitative approaches in the social and behavioral sciences. NY: Sage Publications. Connaway, L.S. and Powell, R.R., 2010. Basic research methods for librarians. NY: ABC-CLIO. Merriam, S., 2009. Qualitative research: a guide to design and implementation. NJ: John Wiley and Sons. Seidman, I., 2006. Interviewing as qualitative research: a guide for researchers in education and the social sciences. London: Teachers College Press. Appendix-I Interview Guideline for Face to Face and Online Interviews Dear Respondent, The following interview is being carried out as a part of qualitative research on “Impact of Marketing strategies of mr.Goodbar on consumer behaviour”. If you do not wish to disclose your identity please omit the first question. Also the respondent has the right to withdraw his / her responses at any time before the publishing of the report. The information submitted in this interview will not be used for any purpose other than the completion of the academic research study. The questions are aimed at identifying the influence of mr.Goodbar’s marketing strategies on the overall consumer behaviour. The interview will take approximate thirty minutes for completion. Thank you in advance for your time and cooperation. For any further inquiry please do not hesitate to contact the Researcher or his instructor. Details of both individuals are provided in the following: Researcher: NAME OF THE STUDENT / CONTACT DETAILS Instructor: NAME OF THE INSTRUCTOR / CONTACT DETAILS Name: Gender: Age: 1. I am going to talk to you about mr.Goodbar, which is a premium chocolate brand from Hershey’s. Are you ready to cooperate in completing this interview with me? 2. Are you familiar with Hershey’s? 3. Do you know different brands of Hershey’s? 4. Do you eat mr.Goodbar? 5. How many times a month do you eat mr.Goodbar? 6. When was the last time when you purchased mr.Goodbar? 7. Do you know the background story or history of mr.Goodbar? 8. Tell me about your feelings and perceptions that you experience while eating mr.Goodbar. 9. How do you see mr.Goodbar while comparing it with other chocolate bars? 10. What you don’t like about mr.Goodbar? 11. Why would you prefer mr.Goodbar above other chocolate brands? 12. Do you think mr.Goodbar provides you the taste that you associate with a premium chocolate bar? 13. Do you think mr.Goodbar provides you the satisfaction that you perceive from a chocolate bar? 14. What do you like the most about a chocolate bar? 15. What do you like most about mr.Goodbar? 16. Where do you see mr.Goodbar among other chocolate brands? 17. Is mr.Goodbar easily available in the market? 18. Are you satisfied with the packaging in which mr.Goodbar is presented for consumption in the market place? 19. Do you think the name given to mr.Goodbar suits the brand image and attitude? 20. Are you satisfied with the pricing strategy that Hershey’s has adapted for selling mr.Goodbar? 21. Have you seen any advertisement of mr.Goodbar? 22. Which medium of advertising have you seen mr.Goodbar’s advertisement on? 23. What can be the most effective way of advertising mr.Goodbar chocolate? 24. What is your perception of mr.Goodbar’s marketing strategies? 25. Do you think mr.Goodbar’s marketing activities provide detailed information regarding the product? 26. Do you think mr.Goodbar’s marketing strategies are efficient in influencing consumer behavior? 27. What type of marketing strategies does Hershey’s use for marketing mr.Goodbar? 28. Do you think mr.Goodbar’s marketing strategies are designed keeping in view the dynamics of consumer behavior? 29. Is there anything you want to share? Appendix-II Face-to-Face Interview Transcript 1 Name: A.A Gender: F Age: 22 Date: 20th January 2012 Researcher: I am going to talk to you about mr.Goodbar, which is a premium chocolate brand from Hershey’s. Are you ready to cooperate in completing this interview with me? Premium Chocolate Brand A.A: Yeah sure, why not. But do it in quick time. Quick time Researcher: Are you familiar with Hershey’s? A.A: Why not? Who do not know Hershey’s especially when it comes to a chocolate lover, he or she will certainly know what Hershey’s is. Hershey’s is one of the most recognizable chocolate manufacturing organizations in the world. Chocolate Lover Researcher: Do you know different brands of Hershey’s? A.A: Yeah I am familiar with Hershey’s milk chocolate, Milk chocolate with almonds, special dark chocolate, cookies and creme chocolate, Hershey’s drops, miniatures, mr.Goodbar and symphony. Milk Chocolate Researcher: Do you eat mr.Goodbar? A.A: Sure. I am a fan of Hershey’s chocolates, especially symphony and mr.Goodbar. Mr.Goodbar is amazing. Fan Researcher: How many times a month do you eat mr.Goodbar? A.A: May be twice a week. Or every now and than. Twice a week Researcher: When was the last time when you purchased mr.Goodbar? A.A: Day before yesterday. When I was going to my uncle’s place. Actually my cousin loves chocolate and I couldn’t think of any other chocolate brand else than mr.Goodbar to carry for my cousin. Cousin Researcher: (Laughing) and you love it too? Love it A.A: I love chocolate and mr.Goodbar is a good reason to love chocolate (with an open smile). Researcher: Do you know the background story or history of mr.Goodbar? Background story A.A: I only know that mr.Goodbar’s idea was generated by one of the employees within the company. Researcher: Tell me about your feelings and perceptions that you experience while eating mr.Goodbar. Feelings A.A: The chocolate coat over the wafer is so smooth that it melts inside your mouth and than comes the cracking taste of roasted peanuts along with the crispy wafer. It really is a nut cracker. (SIGH). I am hungry and need to eat a mr.Goodbar (Laughing out Loudly). Chocolate Coat Researcher: It makes me hungry too (Laughing out loudly). Hungry Researcher: Well, how do you see mr.Goodbar while comparing it with other chocolate bars? A.A: ammmmmmm.. (Long pause) I Think, that mr.Goodbar has fair chances to become a competitive brand. But the company have to work on its distribution system because it’s a common perception that mr.Goodbar is not easily available in the market which annoys customers. Researcher: Annoys? A.A: I mean if the customer could not find mr.Goodbar in chocolate shelves of a shop, he or she might purchase other brands. Researcher: What you don’t like about mr.Goodbar? A.A: As I have already told you that mr.Goodbar is not easily available. Besides, there are no such things which I do not like about mr.Goodbar. It’s a tasty chocolate with nutritious ingredients and a catchy packaging. Easily available Researcher: Why would you prefer mr.Goodbar above other chocolate brands? A.A: Because it’s less expensive and good in taste. Besides, I m loyal customer of Hershey’s products and I did not get a chance to switch to other chocolate brands. Less expensive Researcher: So are you trying to say that you buy only Hershey’s products when it comes to buying chocolate and chocolate based products? A.A: No no. I meant I prefer buying Hershey’s products, but if they are not available, I look for other brands which provide same level of satisfaction to my taste bud as Hershey’s do. Researcher: Ok! Do you want some tea or coffee? Tea, Coffee A.A: Yeah sure. Why not. Researcher: Ok. I think we should move ahead with this interview while the coffee is here. Researcher: Do you think mr.Goodbar provides you the taste that you associate with a premium chocolate bar? A.A: Think of Galaxy, Toblerone or any other leading chocolate brand. And than think about having mr.Goodbar. They are all same. I don’t consider Kitkat, Ferrero Rocher or Cadbury Bourneville as premium chocolate brands as they are too expensive and does not match the taste of every customer. Mr.Goodbar is a premium chocolate brand which is not expensive and it have a soothing taste that matches the taste bud of majority of the consumers. Taste Researcher: But don’t you think that Kitkat and Ferrero Rocher are for more successful as compare to mr.Goodbar? A.A: This is because these brands are easily available and their marketing strategies are customer centered which attracts individuals from diverse backgrounds. Researcher: Do you think mr.Goodbar provides you the satisfaction that you perceive from a chocolate bar? A.A: Its heavenly. As simple as that. (Laugh out Loudly) Heavenly Researcher: (Smiling) Researcher: What do you like the most about a chocolate bar? A.A: I think the blend of chocolate used is the most critical factor that influences the consumers’ choice. In addition, the extra ingredients used also effects the chocolate bar’s taste and quality. Researcher: What do you like most about mr.Goodbar? A.A: Its taste and packaging. Especially the taste, its soothing and every bite provides you a satisfaction to your hunger. (Smiling) Researcher: Hmmmm. (Long Pause) Researcher: Where do you see mr.Goodbar among other chocolate brands? A.A: I think mr.Goodbar must be standing at top in my personal preferences. If you are talking about the market standings, I think every third or fourth customer would ask for mr.Goodbar which tells us that it’s a good and famous chocolate brand which is loved by the customers. Whatever the rankings are, (Laugh out loudly), it is and it will remain my top priority in chocolates, until and unless they do not compromise on the quality delivered to the customers. Market standings Researcher: Seems like you are a passionate follower of mr.Goodbar (Smiles). Passionate A.A: Why not. They take care of my need for chocolate and I appreciate it. Appreciate Researcher: Well, tell me is mr.Goodbar easily available in the market? A.A: This is the only area in their marketing strategies that mr.Goodbar is lacking. They seriously have to think about improving their distribution network’s performance; else, other heavyweights in the chocolate industry will eat out the market share. Lacking Researcher: Are you satisfied with the packaging in which mr.Goodbar is presented for consumption in the market place? A.A: It’s attractive and its catchy. Must be a genius who designed the packaging. Besides, its facilitating and keeps the chocolate fresh. Gives you a feeling that the chocolate is presented directly in the form of freshly baked cocoa powder. Genius Researcher: Do you think the name given to mr.Goodbar suits the brand image and attitude? A.A: The word MR. itself gives a heavy impression. I think the name suits the taste and brand prestige. It develops an attitude that reflects that the chocolate bar is a prestigious brand with positive attitude. The name itself builds a positive image in the eye of customers because I believe that the role of brand recall is also significant to increase the effectiveness for fast moving consumer goods in attracting customers towards their purchase. And as far as I think, brand recalling in the mind of customers can only be achieved by adapting a brand name which is unique and appealing to the customers. Positive image Researcher: Are you satisfied with the pricing strategy that Hershey’s has adapted for selling mr.Goodbar? A.A: It is comparatively lower than other prestigious chocolate brands. I must its cheap and easily available. Have you ever considered buying two 40 grams chocolate bars in one pound? I bet that it is the most competitive pricing strategy as compare to other chocolate brands like Kitkat, Cadbury and Ferrero Rocher. Lower Researcher: Have you seen any advertisement of mr.Goodbar? A.A: Yeah I have seen one. On YouTube last month. Youtube Researcher: Which medium of advertising have you seen mr.Goodbar’s advertisement on? A.A: Besides online advertisements, I have seen mr.Goodbar’s advertisements on television and on food magazines. Food magazines Researcher: What can be the most effective way of advertising mr.Goodbar chocolate? A.A: To be honest with you, (smiles), and to the company, mr.Goodbar does not need much effort in promotional activities. In my opinion, mr.Goodbar is an established brand and word of mouth advertising is enough for the company to further promote and penetrate in the market place. But if the company would go for any other medium, I think social networking marketing is the most effective medium for promoting chocolate brads. Same goes for mr.Goodbar. I am of this view because most of the chocolates target youngsters and middle aged individuals in their promotional activities, and social networking is a place where youngsters and middle aged personals spends sufficient amount of their time everyday. So it provides a fair chance to mr.Goodbar to attract more customers by socially marketing the brand. Penetrate Researcher: What is your perception of mr.Goodbar’s marketing strategies? A.A: They are effectively reaching the target market by utilizing their innovative ideas of thinking heads sitting in Hershey’s headquarters. The best thing about mr.Goodbar’s marketing activities is that they do not push hard or put efforts in designing the advertisement campaigns. I think they believe on keeping things simple and attractive so that the customer do not get lost in understanding the marketing message instead of indulging themselves into it. Innovative ideas Researcher: Do you think mr.Goodbar’s marketing activities provide detailed information regarding the product? A.A: Definitely. Despite of the fact that they keep their marketing messages clear and simple, they do try to include details and facts about the product in order to communicate the background story and the efforts they put in for delivering superior quality chocolate bar to the customers. They can bring some improvements in it but I think whatever they are communicating right now to the customers is enough for them to understand what mr.Goodbar is and how it can satisfy customers’ needs and wants. Marketing message, Clear, Simple Researcher: Do you think mr.Goodbar’s marketing strategies are efficient in influencing consumer behavior? A.A: Consumer behavior is influenced by societal structure, cultural traits, norms, values and an individual’s personal preferences. As far as mr.Goodbar’s marketing strategies are concerned, I think these promotional efforts are effective in influencing consumer behavior. Being an international brand, mr.Goodbar has adapted different marketing strategies for different geographic locations, depending upon the personal preferences, cultural structure and norms and values of the respective societies. In this way, customers perceive it as consumer oriented brand striving to establish a healthy corporate image and brand attitude. Societal structure Researcher: What type of marketing strategies does Hershey’s use for marketing mr.Goodbar? A.A: I see Hershey’s marketing efforts for promoting mr.Goodbar as penetrating one. They are trying to tap new market segments whereas, at the same time, trying to protect the present market share by promoting products through incentive and discount based advertising campaigns. Researcher: Do you think mr.Goodbar’s marketing strategies are designed keeping in view the dynamics of consumer behavior? A.A: As far as there efforts in building up a brand image and attitude in front of target market, yes it has. Their marketing strategies are also influencing consumer behavior which can be reflected from the fact that their products’ demand has increased. But I think need to do something serious about the availability of their product. Researcher: Is there anything you want to share? A.A: My last words for mr.Goodbar, make your distribution mechanisms good and organized, and there is no problem for mr.Goodbar in becoming a leading chocolate brand of the world. Researcher: Thank you very much and I believe your suggestions and point of views are valuable for this research work and for the company as well. I hope you I have not caused too much trouble to you (smiles). A.A: Not really, (laugh out loudly). You take care. Researcher: Thank you. You take care as well. Bye. A.A: Bye (smiles). Appendix-III Face-to-Face Interview Transcript 2 Name: B.B Gender: F Age: 27 Date: 15th January 2012 Researcher: I am going to talk to you about mr.Goodbar, which is a premium chocolate brand from Hershey’s. Are you ready to cooperate in completing this interview with me? B.B: Yes, but make sure that it do not take long. Researcher: Ok, are you familiar with Hershey’s? B.B: Yes, a little bit. I only purchase two or three products of the company. Researcher: Is mr.Goodbar included in it? B.B: Yes, I often purchase mr.Goodbar for my daughter. Researcher: Do you know different brands of Hershey’s? B.B: As I told you I purchase only two or three brands of the company, so I am familiar with them only. Researcher: Do you eat mr.Goodbar? B.B: In rare cases. I actually purchase it for my daughter, so its important for her to share it with me. (Smiles). Researcher: How many times a month do you eat mr.Goodbar? B.B: Once a weak. But my daughter eat it every now and than. Researcher: When was the last time when you purchased mr.Goodbar? B.B: I think I had it in the lunch. My daughter use to share her piece of chocolate with me. Researcher: and how much exactly do you eat? B.B: A small chunk of it, because its my daughter who usually ask for it. Researcher: Do you know the background story or history of mr.Goodbar? B.B: No. Just a little bit. That it is offered by Hershey’s. (Confused Smile). Researcher: Tell me about your feelings and perceptions that you experience while eating mr.Goodbar. B.B: It gives you a full of pleasure chocolate ride with cracker taste and crispy nuts and wafer inside. Researcher: Believe me I feel the same especially when that part of the bar starts when the crispy wafer fills your mouth. Researcher: How do you see mr.Goodbar while comparing it with other chocolate bars? B.B: It is well placed with top five chocolate brands available in the market. Researcher: Can you elaborate? B.B: I mean it is a premium chocolate brand with a strong parent company support who penetrates in major consumer markets of the world. Researcher: What you don’t like about mr.Goodbar? B.B: Everything is good about mr.Goodbar but the only thing that I do not like is the non availability. Researcher: Why would you prefer mr.Goodbar above other chocolate brands? B.B: Because of its nutritious ingredients and that it keeps my daughter happy and satisfied. Researcher: Do you think mr.Goodbar provides you the taste that you associate with a premium chocolate bar? B.B: Yes of course. It is tasty as well as nutritious. Plus, it is made up of nuts and wafers which provide you the taste of additional two ingredients, which is amazing. Researcher: But don’t you think that Kitkat and Ferrero Rocher are for more successful as compare to mr.Goodbar? B.B: May be they are. But the thing is I prefer quality in affordable prices. So my ultimate choice has been and will be mr.Goodbar, unless the quality offered right now is neglected in the future y the company Researcher: Do you think mr.Goodbar provides you the satisfaction that you perceive from a chocolate bar? B.B: Yeah, this is why it is my number one priority when it comes to buying chocolate for my daughter and you can say, for me. Researcher: What do you like the most about a chocolate bar? B.B: The cocoa beans that Hershey’s selects for the manufacturing of mr.Goodbar are of superior quality. This is the reason that it delivers you the same taste as other premium chocolate brands, and provides you the freshest chocolate taste in the world. Researcher: What do you like most about mr.Goodbar? B.B: Its packaging and the ingredients used in manufacturing it. Researcher: Where do you see mr.Goodbar among other chocolate brands? B.B: It should be placed amongst top five as I told you earlier. But if you talk about my personal preferences, mr.Goodbar is there at the top when it comes to buying chocolate. I usually use it for making smoothies and shakes. Researcher: Tell me is mr.Goodbar easily available in the market? B.B: I can get mr.Goodbar from a super market nearby my home or at a departmental store right in front of my work place. But the common perception is, mr.Goodbar is not readily available in the market. Researcher: Are you satisfied with the packaging in which mr.Goodbar is presented for consumption in the market place? B.B: In my opinion, mr.Goodbar is the most affordable premium chocolate brand and anyone can buy it to satisfy their hunger for chocolate. Researcher: Do you think the name given to mr.Goodbar suits the brand image and attitude? B.B: The name and history behind mr.Goodbar is strong enough to evoke the temptation for chocolate amongst consumers. The name delivers a prestigious image to the customers and communicates that it’s a healthy chocolate brand which is at the same time, good for their health. Researcher: Are you satisfied with the pricing strategy that Hershey’s has adapted for selling mr.Goodbar? B.B: Yes. It is way cheaper than other premium chocolate brands. Quality with affordability. This is what, mr.Goodbar is amazing at offering products to the consumer markets. Researcher: Have you seen any advertisement of mr.Goodbar? B.B: No. You can say it’s a coincidence, as I m not a regular viewer of television or user of internet. I do not concentrate on viewing billboards while driving. Researcher: Which medium of advertising have you seen mr.Goodbar’s advertisement on? B.B: I think, for a premium chocolate brand like mr.Goodbar, word of mouth marketing is well enough. They are already well established in the market so they don’t have to incur much investments in marketing their product. Researcher: What can be the most effective way of advertising mr.Goodbar chocolate? B.B: Besides word of mouth marketing, I think mr.Goodbar should adapt some marketing mediums online. Most effective one can be social media marketing in my opinion. Researcher: What is your perception of mr.Goodbar’s marketing strategies? B.B: They are effectively reaching the target market by utilizing their innovative ideas of thinking heads sitting in Hershey’s headquarters. The best thing about mr.Goodbar’s marketing activities is that they do not push hard or put efforts in designing the advertisement campaigns. I think they believe on keeping things simple and attractive so that the customer do not get lost in understanding the marketing message instead of indulging themselves into it. Researcher: Do you think mr.Goodbar’s marketing activities provide detailed information regarding the product? B.B: Definitely. Despite of the fact that they keep their marketing messages clear and simple, they do try to include details and facts about the product in order to communicate the background story and the efforts they put in for delivering superior quality chocolate bar to the customers. They can bring some improvements in it but I think whatever they are communicating right now to the customers is enough for them to understand what mr.Goodbar is and how it can satisfy customers’ needs and wants. Researcher: Do you think mr.Goodbar’s marketing strategies are efficient in influencing consumer behavior? B.B: Consumer behavior is influenced by societal structure, cultural traits, norms, values and an individual’s personal preferences. As far as mr.Goodbar’s marketing strategies are concerned, I think these promotional efforts are effective in influencing consumer behavior. Being an international brand, mr.Goodbar has adapted different marketing strategies for different geographic locations, depending upon the personal preferences, cultural structure and norms and values of the respective societies. In this way, customers perceive it as consumer oriented brand striving to establish a healthy corporate image and brand attitude. Researcher: What type of marketing strategies does Hershey’s use for marketing mr.Goodbar? B.B: I am not a marketing student or scholar but I do understand that Hershey’s always believe on penetrating the markets. They are wonderfully utilizing their limited resources to market their products in limited consumer markets, so they are implementing a penetrating marketing strategy, which is justified. Researcher: Do you think mr.Goodbar’s marketing strategies are designed keeping in view the dynamics of consumer behavior? B.B: They have worked well in understanding the consumer behavior of their target markets and implemented the well designed marketing strategies efficiently to attract masses towards the purchasing of their products. Researcher: Is there anything you want to share? B.B: mr.Goodbar is the best, was the best and it will remain best until and unless, Hershey’s do not compromise over the quality and taste it is delivering along with mr.Goodbar. Researcher: Thank you very much and I believe your suggestions and point of views are valuable for this research work and for the company as well. I hope you I have not caused too much trouble to you. B.B: You are well come Researcher: Thank you. You take care and bye. B.B: Bye. Appendix-IV Focus Group Discussion Transcript Name: Miss D, Mrs. E, Miss F, Mr. G and Mr. H, Mrs. I. Age: 22, 28, 29, 35, 36 and 42. Date: 10th January 2012 Researcher First I would like introduce myself. I am a student from _______ University and I m conducting a focus group qualitative research on the marketing activities of mr.Goodbar chocolate bar, which is a premium chocolate brand by Hershey’s. I am basically studying the effectiveness of mr.Goodbar’s marketing activities in influencing the consumer behavior. Therefore, I appreciate your involvement in completing this research. All participants You are well come. Researcher Ok. So I want you people to introduce yourself first one by one. We will start from you Miss D. Miss D Hi. I am D and I live in _______. Right now I am studying at ______ University and about to complete my graduation in sales and logistic management. Researcher You Mrs. E? Mrs. E Hello everyone. I am E, and I am house wife. I live in _________ and I am also working as a part time worker in a local laundry business. Researcher Hmmmmm. Ok now its your turn Miss F. Miss F Hi everyone. This is F from ______. I am unemployed right and looking for a job. I completed my graduation 2 months back. Researcher That is fair enough. I hope you get what you want from life. Now its ur turn Mr. G. Mr. G Hello. My name is G, and I am working as research consultant in a local firm. I live in _________and completing my PHD thesis. Researcher Hmmm… that sounds good. So who is next? Mr. H I am H and I own a restaurant in downtown ______. Researcher Ok. And our last participant is? Mrs. I Yes of course. I am __________ and I live in ________. I take care of home business. Researcher Ok. All you people are wonderful and I hope you will enjoy this discussion. So I think we should start the preceding. Mrs. E Yes I think we should start the discussion. Researcher Yes you are right E. Ok so I hope this discussion will produce enough information for research work so that I conclude and present good answers to the research questions. I hope you all eat chocolate, right? Miss D Of course. Why not. I see chocolate as God’s blessing. Mrs. E Yes, why not. Miss F Chocolate is my secret love n(laugh out sarcastically) Mr. G Oh yesssssssss. Chocolate satisfies my taste bud more as compare to other sweet things. Mr. H It’s a obvious thing. No one can stay away from eating chocolates. Mrs. I Chocolates provide you a heavenly taste and fill your mouth with soothing effect. Researcher That is a supporting response from all of you. Thanks God I have such an amazing respondents. Well to kick off things, I would like to ask first about the consumption rate at which you eat chocolates. Miss D I eat chocolate every now and than. My refrigerator is filled with chocolate and chocolate based products. Researcher That is interesting. And you E? Mr. E I usually consume chocolate twice a week. Researcher And you F? Mrs. F I also have chocolates once a day after dinner to sweeten up my mouth. Researcher So you are a regular consumer too. Now its your turn G. Mr. G I merely eat chocolate once a week. But when I eat it, I make sure that I have loads of them. Researcher You H? Mr. H I am a true chocolate lover and I do want to eat a chocolate bar daily. But I do not have sufficient time to stop and purchase it regularly. So I consume chocolate twice a week. Researcher Hmmm. Ok. H. It’s your turn I. Mrs. I Yeah I am also a chocolate lover. I eat it twice a day. Researcher So what I assume from this discussion is that you people consume chocolate on regular basis. (A long pause) Researcher Have you heard of mr.Goodbar or ever tried it? Miss D I am a loyal customer of mr.Goodbar. b(smiling) Mrs. E I am a buyer of different brands of chocolates and mr.Goodbar is always present in my priorities when I am shopping for quality chocolates. Miss F I eat it once in a blue moon. (making up sad face) Researcher What about you Mr. G? Mr. G I only eat Toblerone and mr.Goodbar. Researcher Ohhh. That is great. We have a strict follower of the brand here. (Smiling). So what do you want to say H? Mr. H I am in love with mr.Goodbar. It will more surprise you. I won G. (gesturing at G and smiling) Mr. G I would like to add my personal experience that I had with eating mr.Goodbar once. I was eating mr.Goodbar with my niece. She asked me about the story behind chocolate. I did not knew that. But I did tell her about the background story of mr.Goodbar. Basically , the story behind this delicious chocolate bar is that, one of the employee at Hershey’s chocolate manufacturing plant was eating nuts and biscuits. Suddenly a idea came in to his mind and he dipped nuts and biscuits in the chocolate syrup and ate it. He liked the flavor and asked his line manager to try it. The manager tried and liked the taste and carried the idea to the higher management. This is how the product idea came into higher management’s mind. Researcher (Laugh out loudly). This is amazing as well. So we have the last participant here. Tell me your story I. Mrs. I Once I have eaten mr.Goodbar and that was a good experience. After that I tried to find out in markets but it was not available everywhere I went. Mr. G Yes, mr.Goodbar is not available everywhere. (Sarcastic laugh) Researcher That is what I have heard from most of the people. (looking at G) Miss F Yes you are absolutely right. Researcher So tell me, one by one, what you like most about mr.Goodbar. Starting from you D. Miss D Its crispy taste and blend of chocolate used. Mrs. E Of course, the taste and nuts in between. Miss F I like the hard taste of chocolate and wafers inside. Mr. G Its attractive packaging and the tastiest chocolate inside with wafers. Mr. H I very much agree with G. I also like the packaging as it is facilitating and the bitter taste of the chocolate. Mrs. I I liked the crisp which is produced by nuts and wafers. Researcher Ok. That’s interesting. One way or another, everyone of you do like mr.Goodbar. So my next questions is can you elaborate your answers by explaining your experience of eating mr.Goodbar? Miss D When I eat mr.Goodbar, there is a feeling like you are eating sweet velvet (smiles). It gives you a feeling that nothing is better than eating a mr.Goodbar. Researcher Ok. Good. That’s explanation of yours is quite convincing. So E, what do you think? Mrs. E I think it fills your mouth with crispy chocolate along with nuts and wafer which gives you a heavenly taste and experience of eating world’s best chocolate blend. Miss F In my opinion…..(long pause)……… the chocolate blend and the nuts makes mr.Goodbar the most amazing chocolate bar. Researcher So you are a loyal customer to the brand. Lets see what G have to say about it. Mr. G I like the cracking sound along with superior quality chocolate used in manufacturing mr.Goodbar. Researcher And what about you H? Mr. H Thank you… in my opinion, taste plays an important role in choosing what you are going to eat, so I would say that mr.Goodbar’s taste tempt me to purchase it. Researcher Hmmmmmm……(pause)………..and you I? Mrs. I Creamy chocolate with cracker. Simply amazing this is how I like mr.Goodbar. Researcher Ok. Apart from the product itself, how do you see the marketing strategies used to promote mr.Goodbar? Starting from you F. Miss F I think they are marketing the product quite impressively as they have a massive customer base dispersed over the globe. Researcher But don’t you think there is any loophole in their marketing activities? Miss F They do have issues with their marketing research but I am sure that the quality they deliver overcomes all the short comings. Researcher Ok. And what about you I? Mrs. I You can sense the professionalism in their marketing strategies. Researcher And D? Miss D I am unaware of their marketing strategies but being a professional I see them as effective one. Researcher Lets see what E have to say about it. Mrs. E They are marketing experts and try everything out in order to keep the segment satisfied and aware of the product and its benefits. Their ads efficiently communicate the message intended. Mr. G I think their marketing activities are over shadowed by the lack of expertise in their distribution systems. Its not about how they market their product, its about how well they make the product available to the customers. Researcher But G, if you don’t mind, I would insist that you tell about your views on their marketing strategies. Mr. G Well they have a sound marketing mechanism and they are best at marketing their product. But the thing remains same, where is your product in the market and can the consumers get what they want easily? Researcher Ok… you have your own thoughts… we will take Mr. H’s view on the marketing strategies of mr.Goodbar. Mr. H I agree with all except G. I think their marketing strategies are best and we, being loyal customers to the brand, should appreciate their efforts for convincing target markets to buy their products. They are well designed after a thorough market research. Researcher Ok. So we have Mr. G who is of the view that distribution distorts the results that mr.Goodbar gather from its efficient marketing activities. Rest of you agrees that their marketing strategies are sound. So we will discuss the distribution systems that mr.Goodbar has adapted for making their product available in the market. First I will take D’s opinion. Miss D Thank you. I think the main problem is that mr.Goodbar do not have a definite distribution system. They distribute the chocolate brand with the help of their own distribution network along with some intermediaries. This is where the problems arise. In my opinion, mr.Goodbar should either take the responsibility of distributing the product or they should completely outsource the job to some vendors. Researcher Ok. What you have to say about it E? Mrs. E I agree with what D said. But I think the only solution to overcome the distribution problems is to distribute the product on your own. I am of this view because the company to which the distribution job will be outsourced will not consider it as their own business and treat it as it deserves to be treated. Researcher Ok. And what do you think about it F? Miss F Thank you. I think the product is readily available in the market. One who love something, will try to do anything to have that thing. So if I love to eat mr.Goodbar, I will find it anywhere. This is how I will satisfy my needs and wants. Researcher Wow. This is what we call true love. (laughs out loudly) Mr. H Laughing in return. I think I will agree with what D said. They should divide the distribution duties, and you will see a positive change in mr.Goodbar’s sales. Researcher Ok. G, are you convinced? Mr. G I think I must say, what F said is true. Researcher What exactly do you want to say? Mr. G I would again insist that lacking in distribution network will distort the image of the brand. Researcher Thank you so much Mr. G. So we will talk about the pricing strategy that the company has adapted. Starting with you Mr. H. Mr. H Thank you. I would say that the company is delivering what it believes on. Quality with affordability. Researcher This is interesting. How do you see the pricing strategy Mr. G? Mr. G Being a premium brand, they are offering it at a premium price which is lower than other leading brands. Researcher Hmmmm… So you are convinced with the pricing strategy. Thanks God. (Laughing). So what do you think E? Mrs. E I am happy to buy anything that keeps me satisfied at any price. So I think mr.Goodbar’s pricing strategies are justified. Miss F I want to add to E’s comments that the pricing strategy that mr.Goodbar has adapted is a good one. They have a fair room to increase the prices in future just like other competing brands. Researcher Thank you. What you have to say about the pricing strategies D? Miss. D I can afford mr.Goodbar and I think they have offered the product at lowest possible pricing. Researcher Hmmmmm…. And what is your opinion about it I? Mrs. I I agree with all. I think they have efficient price setting mechanism which helps to keep the prices at optimum level. Researcher Ok. I have your opinion on pricing strategies. We have discussed the product, promotional strategies adapted to market the product and distribution systems already. That completes our discussion on the marketing mix of the product. The last part to be discussed is about the effectiveness of these marketing strategies to influence the consumer behavior. After that we will wrap up the discussion. I would like to know your opinion about it D. Miss. D When you possess a strong marketing mix, you always have fair chances to influence the consumer behavior. This is what I believe. Researcher You are true. And what about you Mrs. E? Mrs. E When I see advertisement of mr.Goodbar, it shows rich chocolate falling over nuts and wafers. It tempts me to actually purchase this chocolate bar and satisfy my hunger for a quality chocolate. This is how I see their marketing strategies influence consumer behavior. Researcher Ok. And you Mrs. F? Mrs. F They are marketing gurus who know how to make people buy their product. They understand the difference that exists between cultures, norms, societies, values and personal preferences of individuals living in different societies. So they are carefully playing with it an marketing the product according to target markets’ desires. Researcher Hmmmmmmm… And what you have to say about it Mr. G? Mr. G (Laughing out Loudly)…. Distribution problems. I insist they have to improve their distribution and than I can say that their marketing strategies are influencing consumer behavior. If they do not, their will be no acknowledgement for their product in the coming future. Researcher Woooohhhhh. That is an interesting comment. Rather a direct attack I must say. (Again laughs)…. Well I want to know your opinion Mrs. I. Mrs. I I think now I m convinced by G. (Smiles). Without making the product readily available, how can you predict that the company’s marketing strategies are successful or not. I think you should be able to estimate the success of a company’s product with the help of sales that it generates. If the product is not readily available in the market, I think there is no point in discussing the impact of marketing strategies on consumer behavior. Researcher (Sighs)…… Ok I would take Mr.H’s opinion now. Mr. H In my opinion, their marketing activities are justified and successful in reshaping consumer behavior towards their product. I must say, that there is still a room for improvement in marketing activities which G and I have already mentioned. Researcher You mean the distribution network? Mr. H Yes. Of course. They need to bring improvement in their distribution network. Researcher Ok. So I think I have gathered valuable information from the view point that you people have presented. I must say that all of you are of great help in completing my research work and I can say Thank you. Miss D No way. No problem at all. You are always well come. I know how much is it important for a student. So you are always welcome. Mrs. E You are wel come. Can I leave now? Researcher Yes, why not. Miss F You are wel come. Mr. G You are wel come and it was great talking to you all and be a part of this research work. Mr. H Thank you and I have to rush to my home. My mom would be waiting. So bye n take care. Mrs. I You are welcome. Researcher Thanks to you all once again. Bye and Take care Appendix-V Online Interview Transcript Name: Miss A. Age: 29. Date: 13th January 2012 Time and Person Interview Coding [17:05:34] Researcher Hello A [17:07:14] Miss A Hey there. How are you? [17:08:00] Researcher I am fine. Tell me how are you? [17:08:56] Miss A I am fine too. So what is that you want to do with me? [17:10:34] Researcher Well, I am conducting interviews online, that will help me to complete my research work. The research aim is to understand the marketing strategies of mr.Goodbar chocolate by Hershey’s and its effectiveness in influencing the consumer behavior. Marketing Strategies, Hershey’s, mr.Goodbar [17:12:10] Miss A Ok. So what do you want from me? [17:14:01] Researcher I have an interview guideline. I will ask questions from you and you just have to answer them. It will not take much time. Are you ready? Interview Guideline [17:15:00] Miss A Ok. I am ready. I have 30 to 45 minutes so make sure that you retrieve maximum possible information within this time. [17:15:50] Researcher Ok. So here is my first question. Are you familiar with Hershey’s? [17:17:09] Miss A Yes. Its one of the biggest chocolate and chocolate based products manufacturer. Chocolate [17:17:58] Researcher Do you know different brand’s of Hershey’s? Brands [17:19:01] Miss A Yes I know all of them. Especially the chocolate syrup and different chocolate bars they offer. Chocolate Syrup, Chocolate Bars [17:19:45] Researcher Do you know or eat mr.Goodbar? [17:20:14] Miss A Yes. I am a big fan of mr.Goodbar. In fact I eat it regularly. [17:24:03] Researcher How many times a month do you eat mr.Goodbar? [17:25:34] Miss A I think I have it every now and than. In fact I think I eat it thrice a week. [17:27:20] Researcher When was the last time when you purchased mr.Goodbar? Purchased [17:28:00] Miss A Day before yesterday when I was coming back to home. [17:29:04] Researcher Do you know the background story or history of mr.Goodbar? [17:31:00] Miss A I merely know about the history of the brand. I am concerned about the taste and quality which they are delivering. LOL Merely [17:33:14] Researcher ?…..Tell me about your feelings and perceptions that you experience while eating mr.Goodbar. Feelings and Perceptions [17:34:14] Miss A It satisfies my taste bud and provide a smooth flavor of world’s finest chocolate. :-D Satisfies, Taste bud, Smooth [17:34:29] Researcher So you are suggesting that it is the most preferable chocolate brand in the market? [17:34:47] Miss A Yes. It is my favorite chocolate brand. Favorite Chocolate brand [17:35:01] Researcher Ok. How do you see mr.Goodbar while comparing it with other chocolate bars? [17:36:00] Miss A In my opinion, no other brand is comparable to mr.Goodbar. Generally speaking, I think it is placed amongst top chocolate brands. Top chocolate brand [17:37:00] Researcher What you don’t like about mr.Goodbar? [17:37:30] Miss A I do not like the packaging. It teases your eyes and not very facilitating. :-s Packaging [17:38:21] Researcher Ok. And why would you prefer mr.Goodbar above other chocolate brands? Prefer [17:39:11] Miss A Because of the ingredients and quality that mr.Goodbar delivers. Ingredients, Quality [17:40:09] Researcher Do you think mr.Goodbar provides you the taste that you associate with a premium chocolate bar? Premium Chocolate bar [17:42:11] Miss A Of course. This is why it is my favorite chocolate brand. ? Favorite [17:43:34] Researcher Tell me is mr.Goodbar easily available in the market? Available in the Market [17:44:27] Miss A Whenever I want to purchase mr.Goodbar, it’s a coincidence that I find it out easily. People say that an individual gets what he or she wants from the bottom of their heart :-P. This is what happens with me every time. :-D Coincidence [17:45:18] Researcher LOL. So, are you satisfied with the brand image and attitude associated with mr.Goodbar? Satisfied, Brand image, Brand attitude [17:46:11] Miss A I think the marketing heads of mr.Goodbar are clever enough, because they have developed such a strong brand image that it automatically develops a prestigious attitude in the mind of consumers. Marketing Heads, Prestigious attitude [17:46:55] Researcher Hmmm…And I can assume that you are satisfied with the pricing strategy that Hershey’s has adapted for selling mr.Goodbar? Pricing strategy [17:47:23] Miss A Ammmm…..BRB… [17:47:30] Researcher Ok. No problem. ? [17:47:45] Miss A I am back. I had to switch off the light. So I was saying that the pricing strategy is also designed carefully by the marketing team of mr.Goodbar. Unlike other brands of Hershey’s, mr.Goodbar is within reach of every class of the society. Every Class [17:48:10] Researcher Have you seen any advertisement of mr.Goodbar? Advertisements [17:49:00] Miss A Yes. I see them on television, on internet and on roads while driving. Television, Internet, Driving [17:49:34] Researcher What is your perception of mr.Goodbar’s marketing strategies? Perception [17:50:18] Miss A It’s a routine marketing strategy but the overall presentation is awesome. They have played with the characters, color scheme and words so efficiently, that the target market easily understand what the company is intending to communicate. Awsome [17:52:10] Researcher Do you think mr.Goodbar’s marketing activities provide detailed information regarding the product? Detailed information [17:53:00] Miss A Yes. It provides complete information. Like why one should eat mr.Goodbar, its prices, its comparison with other chocolate brands, why people should choose mr.Goodbar against other chocolate brands and what satisfaction it will provide to the customers. Complete information. [17:53:47] Researcher Do you think mr.Goodbar’s marketing strategies are efficient in influencing consumer behavior? Influencing consumer behavior [17:54:10] Miss A If you are talking about me, yes. First time I ate mr.Goodbar, I ate because I saw the advertisement on the Facebook. It tempted me and I decided to try it out next time when I go to shopping for chocolates. Generally, I think their marketing activities are tempting enough that a viewer must try it once. And after all, it is all about persuading target market to try your product once. After that the quality and taste will attract customers. Facebook, Tempted, Marketing activities [17:56:18] Researcher Is there anything you want to share about mr.Goodbar? Share [17:57:10] Miss A No I think this will be all. Information I hope that the information I provided will be handy for completing your research work. Information [17:58:01] Researcher Yes. You do not know how much I am thankful to you for participating in this research work. I must say that you are humble and generous because you gave me much of your precious time. I am very thank full to you. [17:59:10] Miss A No no!!. No problem at all. You are welcome. Is there anything else I can do for you? [17:59:55] Researcher No! This will be all. Thanks again for your support. Bye and take good care of your self. ? [18:02:30] Miss A ?. You are again welcome. Bye bye and take care too. ? Appendix-VI Codes Marketing Strategies Perceptions Premium Chocolate bar Every Class Facebook Hershey’s Satisfies Favorite Advertisements Tempted mr.Goodbar Taste bud Available in the Market Television Marketing activities Interview Guideline Smooth Coincidence Internet Share Chocolate Favorite Chocolate brand Satisfied Driving Information Brands Top chocolate brand Brand image Perception Premium Chocolate brand Chocolate Syrup Packaging Brand attitude Awesome Quick time Chocolate Bars Prefer Marketing Heads Detailed information Chocolate Lover Merely Ingredients Prestigious attitude Complete information. Milk Chocolate Feelings Quality Pricing strategy Influencing consumer behavior Background Story Fan Twice a week Cousin Love it Feelings Chocolate Coat Hungry Easily available Less expensive Tea Coffee Taste Heavenly Market standings Passionate Appreciate Lacking Genius Positive image Lower YouTube Food magazine Penetrate Innovative idea Marketing message Clear Simple Societal structure Appendix-VI Methodology Adapted The approach selected for analyzing the primary and secondary data collected to provide a logical conclusion to the research are covered in this section along with the sampling technique adapted. In addition, the sources of primary and secondary data and how the researcher fetched these information are also been discussed. To provide a conclusion to this study, researcher has utilized qualitative approach, keeping in view the nature of the study, to achieve the goals and objectives of the study. Qualitative research approach enables a researcher to manipulate the gathered data to a conclusive result, so that he or she can present the results in a subjective manner. Selecting qualitative approach is beneficial as it facilitates the setting up procedure of new hypothesis and facilitates the research to assess the validity and reliability of research questions or problem statement (Silverman, 2004). For the purpose of conducting this research, inductive research method has been chosen. It works best in combination of qualitative research methodology as the researcher can continue altering the data measured results based upon the experiences of the research. Inductive research method has been applied by many researchers and investigators as it allows inquiry-based learning and generalization. This is because, in these studies, the researcher is required to formulate research questions to test the validity of subject that is been studied by the researcher. But it i Read More