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Main analysis

Statistical analysis of the questionnaire was based on descriptive statistics.
Tables were used. Means and percentages were also considered. Missing
values were imputed using regression techniques.
Results and findings
Table 1.Age-sex structure of respondents
Age
17-25
26-30
31-40
41-45
46-50
51-55
51-65

Frequency
Male
4
15
5
5
5
6
1

Total

41

Total

Percent

Female
6
20
10
9
6
6
2

10
35
15
14
11
12
3

10
35
15
14
11
12
3

59

100

100

The proportion of women shoppers exceeds that of the men. Fifty nine
percent were females and 41 were men. Twenty six to thirty age groups were
the dominant shoppers with the age group 51-65 years being the least. The
younger population therefore do more shopping than the older
generation(table 1)
Table 2 Educational level and gender
Educational
level
Primary
High School
College
University

Total

Frequency
Male

Total

Percent

Female

10
15
10
6

14
20
15
10

24
35
25
16

24
35
25
16

41

59

100

100

The young and high school going crowd preferred Heinz ready to eat meals and as a result the company is looking to target this segment the most for improving profitability. This segment together with the College and School going population will be the main target for campaign and adveriting. All the shoppers were literate and knowledgeable about different Heinz Products and were enjoying eating the Heinz ready to eat meals and Baked Beans. Table 4 Perception about respecting different cultures Approve having Ready to eat foods culture Yes No 70 30 .In terms of educational level 35 percent of the respondents had at least high school education and only 10 percent had university degrees. Table 3 Employment status and gender Employment status Unemployed Employed Retired Total Frequency Male Female 12 14 12 38 22 24 16 62 Total Percent 34 38 28 100 34 38 28 100 Employment wise 38 percent of the respondent were gainfully employed while 34 percent were unemployed and were receiving benefit and 28 percent were retirees.

Spar and Aldi. Lidl.e supermarkets was as follows Why do you want to buy from Supermarkets It may be cheaper than other 60 stores Convenience of shopping & 20 culture Good customer service Don’t know 11 9 . Morrisons.When asked about whether they approve having Ready to Eat Food Culture being promoted by various brands. Other retailers had their share as well included Sainsbury’s. (table 5) Table 6 Reasons for choosing to buy from ASDA which or Tesco i. Table 5 Source or Place of shopping Where do you usually make your shopping from for Heinz Products SAINSBURY’S 13 MORRISONS 10 ASDA 35 TESCO 30 LIDL 10 SPAR 1 ALDI 1 When asked where they currently make their shopping from 35 per cent state it they buy from ASDA and 30 percent buy from TESCO stores. a staggering 70 per cent responded yes while only 30 per cent stated no (table 4).

Reasons for wanting to from supermarkets included possibility of cheaper prices. Of the 100 applicants interviewed over 90 per cent were of the view that they can’t wait to see Heinz operating and selling wide range of desired goods and products and that such understanding of operating and culture integration is an ideal example which will even not only retain old customers but even attract new ones as they are willing to refer other customers to Heinz. . good customer service offered at large retailers such as ASDA and Tesco Evidence from the interview indicate that most applicants associate Supermarkets like ASDA & Tesco with good prices and believe that these big supermarkets will have standard quality with lower prices compare with other similar brands and more diverse than others as always been the case. convenience of shopping for all goods in one store rather than moving from shop to shop. Respondents also highlighted the view that prices of other supermarkets especially the smaller retail chains were more expensive and kept much thinner variety of Heinz Products. Heinz offers from wide range of diverse products and yet making sure all of that fit within the chosen customer segment desired concept which will benefit Heinz in return for sure and help it explore and expand into new untapped / untouched consumer segment markets due to its uniqueness as a brand which has taken lead in providing ready to eat meals in the market. Discussion Evidence from the questionnaire survey and interview shows that introduction of Heinz ready to eat meals and products based on the findings of different types of people with different backgrounds and generations will be welcomed as long as Heinz make it easier to integrate cooking into our busy lifestyles.

Oeatkar which are relatively cheaper than Heinz products available in stores Conclusion To wrap up as evidence from the study suggest and indicate that Heinz does offer and possess great product line and philosophy yet that should not be mistaken to be the perfect concept or model philosophy that you can just copy and paste into new markets without carrying out the proper right research and understanding of different aspects that have been highlighted in this paper. Also majority of respondents were buying from other main stream brands like Uncle Ben. competition products from Dr.Huge proportions of respondents were young and working and highly literate and can make informed decision about looking for products which fit this category. Evaluation of the research project (Strengths and Limitations of the study) . Recommendation for future research and policy Based on the findings of this study it suggest that Heinz pays more attention to the raised points in this paper mainly understanding different cultures. Uncle Ben amongst other and how to integrate in professional beneficial ethical manners and methods. Especially what have been raised or identified by most people which is the failure to integrate in new poducts in newer markets quickly which allows competition to come and creates a price war which is a win win for consumer. Dr. Oeatakr. There is the need to carry our comprehensive research involving consumers and their preferences. maybe Heinz staff can be a starting point. This price war lowers the profits for Heinz whose products have a shorter shelf life.

Different tasks were alongside performed on the Gant chart on other project milestone such collecting data and doing the analysis at the same time to be able to make up for any delay in data collection. This was to enable the required target of respondents to be obtained. The Gant chart was carried out to make sure that the project is on schedule. Although this difficulty was expected there was nothing I could do than to persuade the respondents to help with the project. The project can be tested and challenged by other supermarkets as Tesco to confirm the result of this study before management can carry out recommended steps and actions. Most importantly Heinz wants to Minimize future risks and failures that will cost or damage Heinz Brand and lead to losses or lower profitability . The project achieve its aim of finding out how feasible it is to operate successfully and efficiently in new different markets and fully satisfied and achieved all the objectives of the project. In anticipation of lower response to the questionnaire more people were recruited than estimated in the proposal. Above points will assure Heinz is profitable in the future and is able to expand and move forward in the right direction. Secondly the participants were very busy and in a hurry and may not have answered the questionnaire to the best of their ability and this may affect the outcome of the study.The sample for conducting this study was hard to locate and target due to required knowledge and this put a lot of pressure on the researcher.