Market Research on Singaporean Concept of Eating Healthy

Table of Contents

EXECUTIVE SUMMARY        

1. INTRODUCTION AND BACKGROUND        

2. SECONDARY RESEARCH        

Literature review        

Research gap        

3. PROBLEM STATEMENT        

A. The Management Decision Problem (MDP):        

B. The Marketing Research Problem (Broad Objective):        

C. Research Question and Research Objectives (Specific Objectives):        

4. METHODOLOGY        

4.1 Research Method        

4.2 Instrument Development        

4.3 Sampling        

4.4 Fieldwork        

4.5 Data Analysis Method        

5. PRIMARY RESEARCH (SURVEY)        

6. DISCUSSION AND IMPLICATIONS        

7. LIMITATIONS        

8. CONCLUSION        

9. REFERENCES        

10. SURVEY QUESTIONNAIRE        

EXECUTIVE SUMMARY

This report will allow insights to be gained on firstly, Singaporeans’ concept of ‘eating healthy’ and secondly, the key factors why Singaporeans eat or don’t eat organic food and possible solutions to increase the chances of them accepting organic food.

Although secondary data research shows that Singaporeans are more health conscious, it’s still unsure if there is any potential market for organic-food in Singapore as most Singaporeans are still not receptive towards organic-food and its benefits. Furthermore, due to the lack of information on what exactly deters most Singaporeans from buying organic-food, this leads us to focus on whether is there a market for organic-food in Singapore.  With that, our marketing research problem is to ‘identify what influences Singaporeans preferences and purchase intentions for organic-food’ and a research question of ‘how important is eating healthy to Singaporeans?’

Data analysis is executed to describe the data sample and to identify and reveal the general patterns of responses from our research. The analysis is done through tabulations and measures of central tendency.

Our group adopted the quantitative approach by conducting survey on 100 Singaporean respondents. This method is inexpensive but hard to gain depth insights. Therefore, we utilized literature reviews to identify the facts on organic-food consumption and analyze the eating trend and environmental changes. Cross-checks were also done between various sources to spot the similarities and thus increase the accuracy

Based on primary and secondary data research, we identified that the market for organic-food is still very small. To sell organic-food successfully, a lot of promotional efforts and educating of the public is needed. Detailed recommendations in marketing 4Ps aspects are under ‘Discussions and implication’ section.

1. INTRODUCTION AND BACKGROUND

Best Food Industries is a Singapore food manufacturer and distributor. Our market research team has been engaged by the company to analyze the attractiveness and feasibility of organic food market in Singapore.

This report will allow insights to be gained on Singaporeans of different age, gender and income group on 2 aspects. Firstly, Singaporeans’ concept of ‘eating healthy’ and secondly, the key factors why Singaporeans eat or don’t eat organic food and possible solutions to increase the chances of them accepting organic food.

2. SECONDARY RESEARCH

Literature review

Consumer surveys revealed health as main cause for buying organic-foods (Ekelund, 1989; Tregear et al., 1994; Huang, 1996). Healthiness is repeatedly found as fundamental motivation for organic-food purchase (Makatouni, 2002; Fotopoulos and Krystallis, 2002; Harper and Makatouni, 2002).

Other key motivations involved looking after ill family-members (Makatouni, 2002; Padel and Foster, 2005), supportive of rural communities and un-genetically modified food (Nielsen, 2010). In addition, found in key international research are the need for nutrition, experience and protecting environment (Tregear et al., 1994; Davies et al., 1995; Grunert & Juhl, 1995). Gaining a fair bit of media attention in recent years has caused organic-food to be popular among consumers too.

With more information/knowledge accumulated, there’s an increase demand for organic-food (Falguera, Aliguer & Falguera 2012), creating opportunities and threats consequently: the buying power of consumers weakens, leading to consumers accepting that organic-food tends to be more expensive (MarketLine, 2012). However, accepting the fact that organic-food is pricier doesn’t mean that they will purchase.