The Green Consumer - Market Research Presentation

1,441 views

Published on

Marketing research conducted for Green Event, an online seller of compostable flatware, to determine and define target green consumer. Research resulted from conducting focus groups and online surveys to determine four-level greenness scale to define green consumers.

Published in: Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,441
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

The Green Consumer - Market Research Presentation

  1. 1. Green EventDecember 5, 2011 May Abughazalah Erin Lanphier Shital Kadakia
  2. 2. Focus Group
  3. 3. Green Event Discovery Purpose Focus Group Questions  Gain insight into the attitudes  Began with general questions… toward eco-friendly products: How do you define - values/beliefs environmentally friendly - knowledge products? - behaviors  To specific… What would make purchasing  Identify Green Event’s customer compostable dinnerware and profile and target market flatware more attractive?  Understand eco-friendly  Purchasing Scenario purchasing behaviors - process - types - what - where - where - knowledge - attributes
  4. 4. Focus Group Participants Focus Group Focus Group Individual A B Interviews  4 Participants  4 Participants  2 Individual  Interviews  2 Men / 2 2 Men / 2 Women Women  1 Green Event  Both women customer  All graduate  1 Green Event students  2 graduate students customer  1 Undergrad student Targeted participants who were green-minded customers and non- customers of Green Event 4
  5. 5. Focus Group Positives and Negatives  Diversity – ethnic and cultural  Used “convenient participants”  20% of participants were Green  High degree of environmental Event customers knowledge with several participants  additional insights  Varying levels of environmental knowledge, awareness and behaviors  bias?  Feedback on Green Event products  Consistency of questioning  Lack of interviewer experience  All team members were able to participate in a focus group  Feedback on Green Event session products 5
  6. 6. Key Findings “Compostable” was not considered a product attribute –rather discarded The purchase of eco- food scraps used to make friendly products was compost (fertilizer) most influenced by price, convenience and availability Ingredients and product packaging significantly Some had a negative influenced purchasing perception about the quality decisions of some of compostable products (durability and strength) 6
  7. 7. InterpretationsIdentified four levels of “greenness” based on participants eco-attitudes and developed a profile of the consumer’s purchasingbehavior toward environmentally friendly products. Level 4: Environmental Activist Level 3: Conceptually Aware Environmental Consumer Level 2: Occasional Environmental Consumer Level 1: Oblivious Consumer 7
  8. 8. Survey
  9. 9. Survey Development Survey Objectives Survey Approach Define Green Event customer  Green Event’s customers and profile our personal network. Attain Customers’ green level  Used constantcontact.com Understand purchasing  Kept survey results separate behaviors for eco-friendly customers vs non-customers. products  Provided a week for survey Identify Green Event’s target collection. market
  10. 10. Analysis Techniques Used Descriptive Analysis  Green Level  Product and Place attributes  Demographic Cross-Tabulation  Age and income distribution by Greenness level 10
  11. 11. Greenness Level Greenness Level Non-Customer Customer Total 46 20 LEVEL 4 8 14 LEVEL 3 26 6 LEVEL 2 12 Level 1 0 0 11
  12. 12. Crosstab Analysis – Age and Income Age Distribution by Greenness Level 50 + 40 - 49 30 - 39 Under 30 55%Level 4 18% 14% 14% 9%Level 3 16% 47% 28% 8%Level 2 0% 50% 42% Income Distribution by Greenness Level 45% 42% < $50,000 $50,001 to $99,999 25% 22% 22% 23% $100,000 to $149,999 19% 19% 17% 17% $150,000 to $199,999 13% 14% 9% > $200,000 6% 5% 5% No Answer 0% 0% Level 2 Level 3 Level 4
  13. 13. Defining Environmentally Friendly Products Non-Customers recyclable 2% biodegradable 8% 17% non-toxic 9% natural3%2% 8% organic no pollution Customers 16% 9% energy-efficient Recyclable minimal environmental 10% impact 15% 11% 5% compostable Reusable sustainable materials 32% 12% Products that do not harm the Environment and Natural resources Sustainable 26% 15% Compostable
  14. 14. Product Attributes Green Products Attributes Chart Composting Product Quality Perception Other No Opinion Source Well Below Average Style Quality/ Durability Below Average Non CustomersProduct Packaging Customers Average Price Ingredients Above Average Non Customers Convenience Customers Well Above Average Brand 0% 10% 20% 30% 40% 50% 0% 20% 40% 60% Ingredients, quality and source are top 3 product  Non-customers have less ideas about concerns of the respondents composting product quality, customer are more satisfied with the quality 14
  15. 15. Place Attributes Green Products Shopping Area Chart Source of Environmental Info. Others Total Source of Environmental Info. I Do Not Purchase Others 9 No info sought 15 Online Retail (POP) 32 Green or Health Food Friends or Family 36 Grocery Non-Customers Schools 3 Convenience Store Groups 7 Number of Responses Customers Websites 35 Membership Warehouse Subscriptions 20Local Bodega/ Community Blogs 12 store Big Box 0 10 20 30 40 Retailers/Superstores Large Grocery Stores 0% 20% 40% 60% 80% 100%  Respondents are more willing to go to Large  Website, Retail, Friends and family are top 3 Grocery Stores and Green or Health Food channels where respondents get the green Groceries for eco-friendly products products information 15
  16. 16. Green Event Customer Persona Level 4 Has an income of between $50,001 to $99,999 Works in business or is retired Has at least an undergraduate degree Lives in the Bay Area Between the age of 41 to 50 years or older Non-Hispanic/White Female 16
  17. 17. Top Recommendations  Use keywords (from our survey), in order to create more traffic as well as advertise on blog and other green websites  Target larger customers: Such as Event Planning companies or food trucks to use products for their events.  Provide product ingredients and labeling  Provide educational information with product about proper disposal, etc.  Advertise local pickup options available 17
  18. 18. Questions?

×