INTERNATIONAL SCIENTIFIC DAYS 2008

Schäfers, Serge

Market Research on a selected food Company - an extended Approach to explain Consumer Behaviour

Anotácia:

Abstract:
The role of market research for companies' marketing efforts is of unquestioned high importance. As market research on a selected food company was subject of this empirical research, the company Ferrero as one of the biggest players in Germany and Europe was chosen to be in the scope of analysis. In the last decades, the concept of attitude has proved to be a promising approach to explain the end-consumers' or agents' behaviour. An extension of this model originates from a rather political approach of election research that was tested for the first time within the scope of this paper to analyse a brand such as Ferrero's Nutella. The attitude-model was to be extended so that not only the turn towards the brand could be traced back to attitudes but at the same time attitudes to personality traits. This finding is based on the assumption that attitudes are produced by personality, at least to a relatively large extent. A representative consumer sample of about 350 interviewees was used to empirically show the accuracy of the model. Results will be presented within the paper.