- Females are the major purchasers of Greek yogurt. The two main user groups are those who eat Greek yogurt alone and those who both eat and cook with it. - Chobani is the most purchased brand, so it needs the largest shelf space. Fage is more popular for cooking, so promoting recipes could increase its sales. - Most people eat Greek yogurt from single-serving cups. Large tubs are only purchased by frequent users looking to save money. Fruit inclusions show potential for revenue growth by adding variety.

1. Behavioral
and
A.tudinal
Study
on
Greek
Yogurt
Danruo
Liu
#28913801

2. ü Female
is
the
major
gender
group
of
Greek
yogurt
purchase.
ü “EaJng
only”
and
“EaJng
and
cooking”
both
are
heavy
Greek
Yogurt
users
ü Chobani
needs
the
largest
shelf
space
as
it
is
the
mostly
purchased
brand
ü Fage
is
specially
aNracJve
when
using
it
in
a
recipe,
which
suggests
promoJon
scheme
ü Cut
the
shelf
space
for
large
yogurt
tubs
since
most
people
eat
from
a
single
serving
cup
ü Fruit
inclusions
are
potenJal
source
of
revenue
expansion
ü Disperse
frequency
of
inclusions
usage
suggests
“placement
beside
fruit
bar”
is
more
cost
effecJve
than
“special
Greek
Yogurt
inclusions”
KEY
FINDINGS

3. METHODOLOGY
Research
Goal
Understanding
differences
in
shopping
behavior
and
brand
preference
between
different
usage
situaJons
and
user
types
for
merchandising
decisions
Survey
Method
Sending
survey
to
a
a
set
of
households
selected
for
previously
purchasing
Greek
Yogurt
and
offering
a
chance
to
win
a
$100
Wegmans
gi_
cerJficate
Analysis
Tool
Applying
staJsJcal
analysis
including
chi-­‐squared
test,
t
test
and
regression
to
address
differences
in
shopping
behavior
and
brand
preference

4. SAMPLE
DOESN’T
MATCH
WITH
POPULATION
ON
GENDER
Popula'on
Sample
Weight
Female
79%
85%
0.9312
Male
21%
15%
1.3852
• Chi-­‐squared
test
on
goodness
of
fit:
p
=
0.02235
• Overweight
male
when
evaluaJng
preference
differences
between
gender
Source:
QuesJon
18.
Are
you……
base: n = 653
21%
79%
Popula'on
male
female
15%
85%
Sample

5. Source:
Q2.
Of
all
the
yogurt
you
have
eaten
in
the
past
month,
what
percentage
was
Greek
Yogurt
Q4.
How
do
you
use
Greek
Yogurt?
Q5.
In
the
past
month,
how
o_en
have
you
eaten
Greek
Yogurt?
• “EaJng
only”
and
“EaJng
and
cooking”
are
two
big
user
groups
in
the
market
NO
SIGNIFICANT
DIFFERENCE
IN
SHOPPING
FREQUENCY
AND
SHARE
OF
PURCHASE
BETWEEN
TWO
USER
TYPES
“EaJng
on
its
own
and
cooking”
“EaJng
on
its
own
only
“
base:
n
=
743
1.1%
63.8%
35.1%
0%
20%
40%
60%
80%
100%
cooking/recipes
only
eaJng
on
its
own
only
both
cooking
and
eaJng
on
its
own
88.16
91.42
5.01
5.15
• The
two
groups
are
equally
important
as
both
are
heavy
Greek
yogurt
users
(t
test)
p
=
0.02483
p
=
0.1114
About
90%
of
yogurt
purchase
is
Greek
yogurt
Eat
3-­‐5
Jmes
a
week

6. Independent
sample
t
test
on
difference
“EaJng
on
its
own
and
cooking”
“EaJng
on
its
own
only
“
DIFFERENCE
IN
BRAND
PREFERENCE
BETWEEN
TWO
USER
TYPES
base:
n
=
743
Source:
Q4.
How
do
you
use
Greek
Yogurt?
Q7.
Please
indicate
how
o_en
you
eat
each
of
the
following
brands
of
Greek
Yogurt
1.64
1.63
2.95
2.28
• Give
Chobani
a
larger
shelf
space
than
Fage
• Explore
features
of
Fage
specially
aNracJve
when
using
it
in
a
recipe;
• Publicize
these
features
on
cooking
magazines
may
increase
sales
p
=
0.8435
p
=
1.371e-­‐09
Chobani
is
the
most
purchase
brand
in
both
segments
Fage
is
not
popular
among
“eaJng
only”
“EaJng
and
cooking”
occasionally
buy
Fage

7. NO
SIGNIFICANT
CORRELATION
BETWEEN
SERVING
APPROACH
AND
EATING
FREQUENCY
Source:
Q5.
In
the
past
month,
how
o_en
have
you
eaten
Greek
Yogurt?
Q12.
What
percent
of
the
Jme
do
you…
• Most
people
eat
from
a
single
serving
cup
• Only
extreme
heavy
Greek
yogurt
users
tend
to
buy
large
tubs
to
save
money
1
=
Once
a
month
or
less
7
=
More
than
once
a
day
Regress
percent
of
Jme
buying
larger
tubs
on
eaJng
frequency
(
treat
frequency
as
categorical
variable)

8. Source:
Q10:
How
o_en
do
you
add
extra
ingredients
to
Greek
Yogurt?
Q11.
What
type
of
your
own
inclusion
do
you
add
to
your
Greek
Yogurt?
FRUIT
INCLUSIONS
ARE
POTENTIAL
SOURCE
OF
REVENUE
EXPANSION
base: n = 574
1.79
1.81
2.18
2.50
2.92
3.41
1
2
3
4
5
Syrups
Spices
Others
Nuts/Seeds/Trail
Cereal
Fruit
Mean = 52.63
How
O_en
Need
Extra
Ingredients
• 75%
of
consumers
find
over
20%
of
Jme
they
mix
in
other
ingredients
to
the
yogurt
• People
o_en
add
fruit
to
Greek
yogurt
and
cereal
someJmes
• Disperse
frequency
of
inclusions
usage
suggests
“placement
beside
fruit
bar”
is
more
cost
effecJve
than
“special
Greek
Yogurt
inclusions”
Mix-­‐ins
Type
1
=
Never
7
=
Always

9.
Appendix

10. APPENDIX:
IS
THE
SAMPLE
REPRESENTATIVE
ON
GENDER
Popula'on
Sample
Weight
(pop/sample)
Female
0.79
0.848392
0.9312
Male
0.21
0.151608
1.3852
Chi-­‐squared
test
for
given
probabiliJes
data:
table(sex)
X-­‐squared
=
13.4207,
df
=
1,
p-­‐value
=
0.0002489
Reject
the
null
at
any
confidence
level
*
Remove
the
rows
with
undefined
gender

11. APPENDIX:
COMPARING
“EATING
ON
ITS
OWN
ONLY”
AND
“EATING
ON
ITS
OWN
AND
COOKING
Cooking
only
Ea'ng
only
Cooking
and
Ea'ng
Count
8
474
261
Ra'o
0.01076716
0.63795424
0.35127860
1.
How
large
are
each
of
these
segments
in
this
survey?
2.
How
do
they
differ
in
share
of
yogurt
purchase?
Welch
Two
Sample
t-­‐test
t
=
-­‐2.2493,
df
=
640.084,
p-­‐value
=
0.02483
alternaJve
hypothesis:
true
difference
in
means
is
not
equal
to
0
3.
How
o_en
they
eat
Greek
Yogurt?
Welch
Two
Sample
t-­‐test
t
=
-­‐1.5945,
df
=
528.735,
p-­‐value
=
0.1114
alternaJve
hypothesis:
true
difference
in
means
is
not
equal
to
0
4.
Whether
they
buy
Chobani
or
Fage?
Welch
Two
Sample
t-­‐test
t
=
0.1975,
df
=
517.316,
p-­‐value
=
0.8435
t
=
6.1848,
df
=
461.45,
p-­‐value
=
1.371e-­‐09
alternaJve
hypothesis:
true
difference
in
means
is
not
equal
to
0

12. APPENDIX:
EXAMINE
THE
RELATIONSHIP
BETWEEN
EATING
FREQUENCY
AND
SERVING
APPROACH
*Treat
frequency
as
categorical
variable,
base
group
is
“once
a
month
or
less”;
each
coefficient
on
frequency
level
represents
the
increased
Jme
of
buying
large
tubs

13. APPENDIX:
EXAMINE
HOW
MUCH
TIME
CONSUMERS
MIX
IN
AND
WHAT
INCLUSIONS
TYPE