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Food Expiration Marketing
Research Project
Aditya Thakur – Manasi Somalwar – Brendan Koeniger – Melanie Michelangeli
2
Exploratory Research
Method:
- In-depth one on one interviews
Key Findings
-Food wasted the most are fruits
and vegetables.
-People seemed interested in buying a product that will help track expiration.
-People are more willing to consume goods that will expire soon.
-Reframed managerial problem
3
Management and Research Problem
Is there a market for a product which tracks food expiration?
- People busy lifestyles lead to buying in bulk, and stocking
food items.
- Tracking expiration on different products is rather difficult.
Overall goal of research:
1.Analyze grocery buying and usage patterns of families.
2.Gauge the concern among households on food wastage.
4
Research Question Explored:
• Bulk buying -> Higher foood wastage
• Higher income -> Greater food wastage
• Higher income -> Higher willigness to purchase the product
• Lower Income -> Higher willigness to consume food which will
expire soon.
5
Sample & Collection Design
• Online survey
• Non-Probability random sampling –
Snowball method (age: 18+)
• Reason: Did not want to make an
hypothesis about any segment
earlier on.
• Sample Size: 82
• The sample is representative of
the USA population.
• Test used: Non-parametric chi-
square test for known
proportions.
6
Survey Findings
7
Less than 70% people willing to buy the product
• Observed willingness to buy the product is 58% (Benchmark: 70%)
• 58% is different from benchmark of 70%
• Test: One sample test for proportion
8
Higher food wastage did not show higher
willingness to buy the product
Initial Hypothesis:
•Higher wastage -> greater willingness to
purchase the product
Survey Findings:
•Willingness to purchase the product and
wastage are independent of each other.
•Test: Cross Tab-Chi square
•P-Value: 0.428
9
Higher willingness to go out of way to consume food
does not imply higher intention to purchase our product
Initial Hypothesis:
•Higher willingness to go out of way to
consume food -> greater intent to
purchase the product
Survey Findings:
•Willingness to consume food product and
wastage are independent of each other.
•Test: Cross Tab-Chi square
•P-Value: 0.431
10
Larger household size did not correlate to higher food
wastage
Initial Hypothesis:
•Wastage patterns proportional to Family
size.
Survey Findings:
•No correlation between both the
parameters
•Test: Bivariate Correlation
•P-Value: 0.143
11
Wastage Patterns
12
Income level and food wastage are indepentent
Initial Hypothesis:
•People with higher income level
waste more food.
Survey Findings:
•Test shows people with higher
income levels do not waste more food
than those with low income.
•Test: Cross Tabs Chi-Squared
•P-Value: 0.622
13
Tracking expiration dates does not increase the
willingness to purchase the product
Initial Hypothesis:
•People who track expiration on a
regular basis would be willing to buy a
product that would assist to track
expiration
Survey Findings:
•Parameters are independent
•Test: Cross Tabs Chi-Squared
•P-Value: 0.160
14
Conclusion: The product is a No-Go for households
• Less than 70% people have the intent to purchase the product.
• Higher waste disposal does not increase the interest in the product.
• People who go out of the way to consume food do not show much
interest to buy the product.
• Higher income does not increase the interest in buying the product.
15
Limitations & Lessons Learned
• Lack of product prototype
• Conclusions and findings based on perceptions and not actual
observations
• Lack of significant sample for few test parameters
Next Time
• Have a larger sample of people
• See what specific foods are wasted
• Determine whether or not this is a problem that affects larger
businesses like restaurants

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Food wastage - Expired Products

  • 1. Food Expiration Marketing Research Project Aditya Thakur – Manasi Somalwar – Brendan Koeniger – Melanie Michelangeli
  • 2. 2 Exploratory Research Method: - In-depth one on one interviews Key Findings -Food wasted the most are fruits and vegetables. -People seemed interested in buying a product that will help track expiration. -People are more willing to consume goods that will expire soon. -Reframed managerial problem
  • 3. 3 Management and Research Problem Is there a market for a product which tracks food expiration? - People busy lifestyles lead to buying in bulk, and stocking food items. - Tracking expiration on different products is rather difficult. Overall goal of research: 1.Analyze grocery buying and usage patterns of families. 2.Gauge the concern among households on food wastage.
  • 4. 4 Research Question Explored: • Bulk buying -> Higher foood wastage • Higher income -> Greater food wastage • Higher income -> Higher willigness to purchase the product • Lower Income -> Higher willigness to consume food which will expire soon.
  • 5. 5 Sample & Collection Design • Online survey • Non-Probability random sampling – Snowball method (age: 18+) • Reason: Did not want to make an hypothesis about any segment earlier on. • Sample Size: 82 • The sample is representative of the USA population. • Test used: Non-parametric chi- square test for known proportions.
  • 7. 7 Less than 70% people willing to buy the product • Observed willingness to buy the product is 58% (Benchmark: 70%) • 58% is different from benchmark of 70% • Test: One sample test for proportion
  • 8. 8 Higher food wastage did not show higher willingness to buy the product Initial Hypothesis: •Higher wastage -> greater willingness to purchase the product Survey Findings: •Willingness to purchase the product and wastage are independent of each other. •Test: Cross Tab-Chi square •P-Value: 0.428
  • 9. 9 Higher willingness to go out of way to consume food does not imply higher intention to purchase our product Initial Hypothesis: •Higher willingness to go out of way to consume food -> greater intent to purchase the product Survey Findings: •Willingness to consume food product and wastage are independent of each other. •Test: Cross Tab-Chi square •P-Value: 0.431
  • 10. 10 Larger household size did not correlate to higher food wastage Initial Hypothesis: •Wastage patterns proportional to Family size. Survey Findings: •No correlation between both the parameters •Test: Bivariate Correlation •P-Value: 0.143
  • 12. 12 Income level and food wastage are indepentent Initial Hypothesis: •People with higher income level waste more food. Survey Findings: •Test shows people with higher income levels do not waste more food than those with low income. •Test: Cross Tabs Chi-Squared •P-Value: 0.622
  • 13. 13 Tracking expiration dates does not increase the willingness to purchase the product Initial Hypothesis: •People who track expiration on a regular basis would be willing to buy a product that would assist to track expiration Survey Findings: •Parameters are independent •Test: Cross Tabs Chi-Squared •P-Value: 0.160
  • 14. 14 Conclusion: The product is a No-Go for households • Less than 70% people have the intent to purchase the product. • Higher waste disposal does not increase the interest in the product. • People who go out of the way to consume food do not show much interest to buy the product. • Higher income does not increase the interest in buying the product.
  • 15. 15 Limitations & Lessons Learned • Lack of product prototype • Conclusions and findings based on perceptions and not actual observations • Lack of significant sample for few test parameters Next Time • Have a larger sample of people • See what specific foods are wasted • Determine whether or not this is a problem that affects larger businesses like restaurants