4. Executive Summary
Affordable cost and taste are the top category motivators of the people surveyed.
Taste and Advertising were the top category motivators for Doritos.
Healthy was the lowest category motivator for Doritos.
The top competitors for Doritos are Lays, Cheetos, Sunchips, Tostitos, and Utz.
Doritos was ranked third for affordable cost and ranked first for taste.
5. Background
This research was done to fulfill the requirements of Business 1535: Marketing Research.
The requirement for the course is to research secondary data, design studies and collect primary
data, and analyze all data collected to develop actionable information for a company.
The research was for the brand Doritos and in the Snack Food Production in the US industry.
NAICS: 31191.
6. Research Objectives
Demographics: Ages 18 to 35 of all gender, race, religion, and ethnicity
Psychographic: Individuals that frequently enjoy snack foods and who purchase chip based
products.
Point of Difference: Doritos owns 16 different flavors and many people enjoy their products.
Frame of Reference: Tostitos, Utz, and Cheetos
7. Research Objectives
Find unaided awareness for Doritos and its competitors.
Find aided awareness for Doritos and its competitors.
Find where Doritos ranks compared to their competitors
What factors go into purchasing snack food
See how Doritos ranks in the category motivators and how they compare to the competition.
See consumer’s behaviors and feelings about Doritos and its competitors.
9. Methodology
Secondary Data
Gathered from IBIS World and Market Share Reporter
Primary Data
Qualitative Data
All subjects read and sign the Informed Consent Form (ICF)
Personal Interviews- 5 interviewees
Focus Group- 5 members
Quantitative Data
All participants were given the chance to accept or decline the survey.
Sample size estimates: census.gov and RaoSoft to find sample size
45 surveys: 25 online, 20 paper
12. Mean and Median Sales (In Millions)
$26,092.12 $25,881.39
$13,934.30 $13,821.84
$4,702.85 $4,664.87
$522.55 $518.32
$0.00
$10,000.00
$20,000.00
$30,000.00
$40,000.00
$50,000.00
Mean Median
Cheetos Doritos Tostitos Utz
Industry Mean = $34,835.94
Industry Median = $34,554.6
Snack Food Production in the US NAICS: 31191
Market Share Reporter
IBIS World
Market Share x Industry Numbers
14. Personal Interviews Overview
Unaided Awareness answers were given by what brands they eat and see the most.
Lays came out as a top competitor (5 out of 5 in unaided)
Tostitos scored a 0 out of 5 in unaided awareness
When asked the aided awareness questions each brand scored a 5 out of 5.
Top category motivators (Advertising and Taste)
Both scored a 5 out of 5
Find first, Healthy, Price, What others like
Doritos was perceived as a brand that targets the younger generation
Utz is seen as old and out of date
Cheetos get too messy
Tostitos need other products to compliment the brand
15. Interview #1
Favorite brand was Lays
Weis was the only brand for unaided awareness
Knew all brands for aided awareness
Appeal to personal interest was the only category motivator given
Ranked Doritos first and Utz last
Thought Doritos should create more flavors
Did not think Doritos had a lot of advertising
16. Interview #2
Sunchips was his favorite brand
Snyders, Doritos, Lays, Cheetos, Sunchips, Utz, Martins, and Hartleys
Was aware of all brands for aided awareness
Taste was his most important factor
Doritos was his favorite, Tostitos was his least favorite
Doritos has more of a variety compared to its competitors
17. Interview #3
Lays was the favorite brand
Doritos, Fritos, Cheetos, and Lays for unaided awareness
Was aware of all brands for aided awareness
Advertising was an important factor
Health and taste were other factors
Doritos was the favorite, Tostitos was least favorite
Advertising for Doritos was better than the competition
Packaging for Doritos was more appealing
Thought Utz was an older generation snack
18. Interview #4
Lays was the favorite brand
Lays and Snyders were unaided awareness answer
Was aware of all brands for aided awareness
What he likes and others like were key factors
Price and taste were other factors
Doritos was the favorite, Utz was least favorite
Thought of Utz as an “off brand”
Advertising for Doritos was perceived has higher than other competitors
Believe they should make a bigger bag for party purposes
19. Interview #5
Favorite brand was Lays
Doritos, Sunchips, Lays, and Fritos were the answers for unaided awareness
Was aware of all brands for aided awareness
What he is feeling and location of the product in store were his key factors
Doritos was the favorite, Cheetos was least favorite
Believed Doritos had more flavors compared to competitors
Doritos appeals to a younger audience better than the competition
Utz was viewed as unattractive
20. Focus Group (Aided and Unaided Awareness)
No participant named Doritos as their favorite chip brand
Lays (3/5), Middlesworth, Cheetos
Unaided Awareness
Doritos (5/5), Cheetos (4/5), Utz (0/5), Tostitos (0/5)
Lays, Sunchips, Fritos, Pringles, Middlesworth, Trailmixes, Ruffles were other brands listed
All participants were aware of all brand for aided awareness
21. Focus Group (Category Motivators)
Top two
Taste (3/5)
Portion Size (3/5)
Others
Cost (2/5)
Event (2/5)
Advertising
Deals
Word of mouth
22. Focus Group (Attitudes)
Doritos had a unique style of chip
Had the best variety of flavors
Great advertising (Super Bowl)
Saw Doritos as priced high
Suggested a creating a bigger portion size and resalable bags
24. Sample Size Estimates
According to census.gov, the population of people living in Cambria County that were under 18 was
19.7%
136,411 x 19.7% = 26,872.97 people under 18
136,411- 26,872.97 = 109,538 target population
109,538 is the amount of people in Cambria County that is over the age of 18
http://www.census.gov/search-
results.html?q=Cambria+County%2C+PA&page=1&stateGeo=none&searchtype=web&cssp=T
ypeahead
25. Sample Size Estimates
Sample size should be 383 of the population with a 95% confidence level.
With a sample size of 45, the margin of error would be 14.61%.
http://www.raosoft.com/samplesize.html
36. Satisfaction Rating For Doritos
Participants were given a question on a 1 to 5 scale (5=Best, 1=Worst) of how the feel about the
brand Doritos. The average score of the 45 participants was a 4.38 out of 5.
37. Rankings for the Brands
3.33 3.1 3.04 3
2.63
-1
1
3
5
Cheetos Utz Sunchips Tostitos Doritos
On a 1 to 5 scale (5=Best,1=Worst)
These are the averages of brands when ranking them on a 1 to 5 scale when asked how participants
would rank these brands from their favorite to least favorite.
40. Implications
Results Implications
Doritos ranked second in unaided awareness and was
part of a four way tie for first in aided awareness.
Doritos ranking being so high for both aided and
unaided awareness is due to its perceived great taste as
well as good advertising. Consumers see the brand as a
great tasting snack food with it being ranked first in
taste. Also, the advertising for the brand has been
affected in a positive manner due to the popular Super
Bowl ads they produce every year.
Doritos ranked third in affordable cost. Utz was first in affordable cost when compared to the
other brands with Cheetos being second. Since Doritos
was ranked third they should keep the price as it is since
it only opposes a brand that is perceived to have the
worst taste out of all the brands. Since Doritos is
perceived to have the best taste, they should not and
change their image to look like a cheaper product.
41. Implications
Results Implications
Lays is considered a top competitor of Doritos. For Lays, the brand was scored highest in both
qualitative and quantitative data when asked for the
participants favorite snack food. Although Doritos was
ranked second for unaided and was ranked high in
category motivators, they should pursue different
options such as a resalable bag or bigger portion size to
compete with Lays for the favorite snack food.
Doritos was last when asked to rank the brands from
favorite to least favorite.
When asked to rank the following brands, Doritos
average was last compared to all the other brands given.
Although they had a 4.38 out of 5 ranking average in
satisfaction, they should try to improve their scores with
other category motivators such as healthy and portion
size to boost their overall ranks when compared to the
other brands.
42. Implications
Results Implications
Doritos lowest ranking in category motivators was
healthy.
Doritos is seen by the sampled surveyed as a
unhealthy snack, scoring a 1.91 out of 5. although
it is high in the other factors, Doritos should
explore trying to create healthy alternatives such
as a veggie chip to try and boost the perception
of healthy to the public.
