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Hannah Dion, Yvonne Dygon, Austin Urkiel, Vinnie Virga

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OverviewAbout Us Research Objectives Research Methods Literature ReviewFocus GroupHypotheses & Conclusions Limitations & Future Research

Hannah

About Whole FoodsWe seek out the finest natural and organic foods available, maintain the strictest quality standards in the industry, and have an unshakeable commitment to sustainable agriculture. Add to that the excitement and fun we bring to shopping for groceries, and you start to get a sense of what were all about. Oh yeah, were a mission-driven company too.

HannahMission Statement on website

Whole Foods Sells...A BEAUTIFUL, WORTHY AND ANCIENT PRODUCTSO THAT WE CAN PLANT TREES AND ENCOURAGE KIDS TO STAY IN SCHOOL. ONE BY ONE, WE TRY TO EXPAND WHATS POSSIBLE FOR INDIVIDUALS, THEN FOR NEIGHBORHOODS.

Hannah

Research Objectives

Whole Foods has been expanding quickly, but should they invest in locations near college campuses? Are college students concerned with price or quality?

Hannah

Research MethodExploratory Research and Literature ReviewQualitative ResearchFocus Groups (6 participants)3. Quantitative ResearchSurveys (60 respondents)

Yvonne 3 males, 3 females.30 male, and 30 females.Target: College students, males and femalesTime frame: 1 week each

Literature Review

Full-time college students, on average, allocate more of their meals to off-campus dining during a typical week. (Mintel 2015).Specifically, students are interested in eating higher quality foods, and much of those quality attributes are driven more by the unique food preparations and flavor profiles than the healthfulness of the ingredients themselves (Hartman Group, 2008). Essentially, they found a threat to many food brands: finding unique and higher quality foods rather than coming out with healthier versions of the same old food. The Hartman Group also found that ...[O]ne of the chief factors driving the high quality belief is the perception that the food in question is not manufactured by a large food company(Hartman Group, 2008).Students would indeed pay up to 10 percent more for healthier options on-campus. (Newman, 2013) Whats more, Whole Foods central conceit as a company is that it sells only the best, healthiest foodwhich sometimes requires paying more. (ie: McMillan 2014). [m]ost college students dont have the free time to create home-cooked meals on a regular basis, let alone the appliances and space to make that happen (Student Watch: Behavior and Trends of Student Consumers, 2011).

Yvonne

Qualitative Data

Yvonne

HypothesesH1: Students Prefer Price over Quality

H2: Females will have a more favorable attitude towards Whole Foods than males.

Vinnie

H1: Price vs QualityThe significance(two-tailed) is .008, (less than .05) therefore we can support that quality is statistically different than price.

When comparing the means, price =6.00, and quality =5.55, we can be statistically confident that Price is preferred

Vinnie

H2: Female vs Male Attitude The P-value for this is 0.864 (which is more than 0.05) therefore our hypothesis cannot be supported. There is no difference between male and female attitudes towards Whole Foods by comparing the means of the two genders.

Vinnie Independent Samples-T-Test.

Descriptive Stat. ResultsBEST PRICES%Stop and Shop10%Whole Foods2%Big Y5%Super Target22%Walmart Superstores53%Cosco/ BJ's27%Aldi's26%Trader Joe's9%Dollar Tree/ Dollar General/ Family Dollar26%Price Chopper/ Sav-A-Lot/ Price Rite17%CVS/ Walgreens/ RiteAid6%

BEST QUALITY%Stop & Shop17%Big Y22%Whole Foods68%Super Target20%Walmart Superstore5%Cosco/BJ's18%Aldi's2%Trader Joe's46%Dollar Tree/Dollar General/Family Dollar0%Price Chopper/Save-A-Lot/Price Rite2%CVS/Walgreens/RiteAid0%

Vinnie

Descriptive Stat. ResultsLocation was a top response: 67% of respondents said that there is not a Whole Foods within 10 miles

We asked why people do not shop at Whole Foods:Many respondents complained that Whole Foods was too Expensive

Vinnie

ImplicationsMarketing plans would not need to be gender specific when advertising to students, as males and females both currently have the same perceptions of Whole Foods

Perhaps targeting college campuses for nearby Whole Foods locations is not a good idea, unless we lower our prices, or offer discountsException: Locate Whole Foods on local bus routes, to maximize convenience for students

Austin

LimitationsBudgetValue misperception Gender distribution

Scope of survey takersSurvey size 38% dropout rate

Austin

FutureFocus Groups: Offer word association to stimulate discussion of area grocery storesMention Whole Foods specificallyWalk around campus to distribute surveysCLV of college students

Austin

Questions?Questions?

Thank you!

ReferencesDurham, N. (2015, January 16). Student life: Eating healthy on a budget. Retrieved February 5, 2015, from http://www.colorado.edu/news/features/student-life-eating-healthy-budgetFood Trends of College Students. (2008, April 16). Retrieved February 5, 2015, from http://www.hartman-group.com/hartbeat/food-trends-of-college-studentsMcMillan, T. (2014, November 19). What Happened When Whole Foods Tried to Challenge Elitism, Racism, and Obesity in Detroit. Retrieved February 5, 2015, from http://www.slate.com/articles/life/food/2014/11/whole_foods_detroit_can_a_grocery_story_really_fight_elitism_racism_and.html

ReferencesMintel. (2015). Colleges and Universities Foodservice US May 2014. Retrieved from Mintel Oxygen databaseMission & Values. (n.d.). Retrieved February 5, 2015, from http://www.wholefoodsmarket.com/mission-valuesNewman, J. (2013, December 12). Survey Shows Students Want Better Quality Food. Retrieved February 5, 2015, from http://oracle.newpaltz.edu/survey-shows-students-want-better-quality-food/Student Watch: Behavior and Trends of Student Consumers. (2011). Retrieved February 9, 2015,from http://www.nacs.org/email/html/OnCampusResearch/SPR-080-03-12_Client Newsletter.pdfWhole Foods Market. (n.d.). Retrieved February 5, 2015, from http://www.wholefoodsmarket.com/