A Study on the Buying Behaviour and Effective Marketing of Ready-To-Eat Meals in Singapore
By
ACKNOWLEDGEMENT
I would like to thank my supervisor for supporting me throughout my project and giving his valuable suggestions. Finally thanks to all my friends and family for their utmost support and inspiration.
DECLARATION
I, (Your name), would like to declare that all contents included in this dissertation stand for my individual work without any aid, & this dissertation has not been submitted for any examination at academic as well as professional level previously. It also represents my own views & not essentially the ones associated with university.
Signed __________________ Date _________________
ABSTRACT
This study is about the buying behaviour and effective marketing of ready to eat meals in Singapore. The process of marketing refers to the determination of the services or products that may be of consumers' interest, the strategy which can possibly be used in sales and the business and communication development. The entire procedure of marketing is utilized to generate the approach which forms the basis of business communication, sales techniques and business development. Within each segment several brands of ready to eat meal are offered by different firms. Since private label brands are thriving in recent years and attractive because of low prices, a separate private label segment is also specified. Given this segmentation, estimation of the demand system becomes easier because the number of parameters that need to be estimated is reduced. Moreover, there are very few statistical tests of alternative segment structures. Ready to eat meal marketers have responded with a variety of advertising tactics, ranging from avoidance to modification of promotional practices to withdrawing advertising to developing labelling programs. The commonly acknowledged market segment structures given above are tested to see if they are statistically accepted. Tests for segmentation can also aid in antitrust analysis. The total sample size for the study is 50. The respondents of the study are people who are living in Singapore.
TABLE OF CONTENTS
ACKNOWLEDGEMENTII
DECLARATIONIII
ABSTRACTIV
LIST OF TABLESVII
CHAPTER 1: INTRODUCTION1
Introduction1
Background2
Theoretical framework2
Problem statement3
Aims and objectives of the study3
Research questions4
CHAPTER 2: LITERATURE REVIEW5
Ready to eat meals Advertising and Marketing Tactics5
Marketing war5
Scepticism toward RTE marketing6
Consumer behaviour7
Factors influencing consumer behaviour9
Family and Reference Group influences9
Atmospheric Effects9
Consumer Decision-making10
Consumer behaviour towards ready to eat meals12
Personal values that motivate ready to eat meals choice13
Beliefs and perceptions about ready to eat meals14
Attitudes towards ready to eat meals14
Food choice conceptual model14
Consumer and sensory16
Grounded Theory18
Grounded Theory and ready to eat meal choice20
CHAPTER 3: METHODOLOGY23
Overview23
Research Philosophy23
Data collection24
Sampling24
Data analysis24
SPSS tool24
Ethical consideration25
Validity25
Research bias26
Informed Consent26
Confidentiality27
CHAPTER 4: DISCUSSION28
Demographics (section A)28
Buying behavior (section B)30
CHAPTER 5: CONCLUSION37
CHAPTER 6: RECOMMENDATIONS39
Possible strategy39
Future research40
REFERENCES42
APPENDICES45
LIST OF TABLES
Table 1: Gender28
Table 2: Age28
Table 3: Education28
Table 4: Monthly income29
Table 5: Occupation29
Table 6: Living with29
Table 7: Do you purchase30
Table 8: Types of RTE meals30
Table 9: Reason to purchase RTE30
Table 10: For whom31
Table 11: How often31
Table 12: When do you eat it32
Table 13: Serving size32
Table 14: Choose between 2 similar meals32
Table 15: Willingness to pay33
Table 16: How did you know33
Table 17: Sales promotion34
Table 18: Where do you purchase34
Table 19: Rate visibility34
Table 20: Why RTE meal was not purchased before35
Table 21: Would you purchase in future35
Table 22: Sales promo36
CHAPTER 1: INTRODUCTION
Introduction
This thesis addresses the buying behaviour and effective marketing of ready to eat meals in Singapore...