behavioral and attitudinal study (brief)
TRANSCRIPT
Behavioral and A.tudinal Study on Greek Yogurt
Danruo Liu #28913801
ü Female is the major gender group of Greek yogurt purchase.
ü “EaJng only” and “EaJng and cooking” both are heavy Greek Yogurt users
ü Chobani needs the largest shelf space as it is the mostly purchased brand
ü Fage is specially aNracJve when using it in a recipe, which suggests
promoJon scheme
ü Cut the shelf space for large yogurt tubs since most people eat from a
single serving cup
ü Fruit inclusions are potenJal source of revenue expansion
ü Disperse frequency of inclusions usage suggests “placement beside fruit
bar” is more cost effecJve than “special Greek Yogurt inclusions”
KEY FINDINGS
METHODOLOGY
Research Goal Understanding differences in shopping behavior and brand preference between different usage situaJons and user types for merchandising decisions
Survey Method Sending survey to a a set of households selected for previously purchasing Greek Yogurt and offering a chance to win a $100 Wegmans gi_ cerJficate
Analysis Tool Applying staJsJcal analysis including chi-‐squared test, t test and regression to address differences in shopping behavior and brand preference
SAMPLE DOESN’T MATCH WITH POPULATION ON GENDER
Popula'on Sample Weight
Female 79% 85% 0.9312
Male 21% 15% 1.3852
• Chi-‐squared test on goodness of fit: p = 0.02235
• Overweight male when evaluaJng preference differences between gender
Source: QuesJon 18. Are you……
base: n = 653
21%
79%
Popula'on
male
female
15%
85%
Sample
Source: Q2. Of all the yogurt you have eaten in the past month, what percentage was Greek Yogurt Q4. How do you use Greek Yogurt? Q5. In the past month, how o_en have you eaten Greek Yogurt?
• “EaJng only” and “EaJng and cooking” are two big user groups in the market
NO SIGNIFICANT DIFFERENCE IN SHOPPING FREQUENCY AND SHARE OF PURCHASE BETWEEN TWO USER TYPES
“EaJng on its own and cooking”
“EaJng on its own only “
base: n = 743
1.1% 63.8% 35.1%
0% 20% 40% 60% 80% 100%
cooking/recipes only eaJng on its own only both cooking and eaJng on its own
88.16
91.42 5.01 5.15
• The two groups are equally important as both are heavy Greek yogurt users (t test)
p = 0.02483 p = 0.1114
About 90% of yogurt purchase is Greek yogurt
Eat 3-‐5 Jmes a week
Independent sample t test on difference
“EaJng on its own and cooking”
“EaJng on its own only “
DIFFERENCE IN BRAND PREFERENCE BETWEEN TWO USER TYPES
base: n = 743
Source: Q4. How do you use Greek Yogurt? Q7. Please indicate how o_en you eat each of the following brands of Greek Yogurt
1.64
1.63
2.95
2.28
• Give Chobani a larger shelf space than Fage • Explore features of Fage specially aNracJve when using it in a recipe; • Publicize these features on cooking magazines may increase sales
p = 0.8435 p = 1.371e-‐09
Chobani is the most purchase brand in both segments
Fage is not popular among “eaJng only” “EaJng and cooking” occasionally buy Fage
NO SIGNIFICANT CORRELATION BETWEEN SERVING APPROACH AND EATING FREQUENCY
Source: Q5. In the past month, how o_en have you eaten Greek Yogurt? Q12. What percent of the Jme do you…
• Most people eat from a single serving cup • Only extreme heavy Greek yogurt users tend to buy large tubs to save money
1 = Once a month or less 7 = More than once a day
Regress percent of Jme buying larger tubs on eaJng frequency ( treat frequency as categorical variable)
Source: Q10: How o_en do you add extra ingredients to Greek Yogurt? Q11. What type of your own inclusion do you add to your Greek Yogurt?
FRUIT INCLUSIONS ARE POTENTIAL SOURCE OF REVENUE EXPANSION
base: n = 574
1.79
1.81
2.18
2.50
2.92
3.41
1 2 3 4 5
Syrups
Spices
Others
Nuts/Seeds/Trail
Cereal
Fruit
Mean = 52.63
How O_en Need Extra Ingredients
• 75% of consumers find over 20% of Jme they mix in other ingredients to the yogurt • People o_en add fruit to Greek yogurt and cereal someJmes • Disperse frequency of inclusions usage suggests “placement beside fruit bar” is
more cost effecJve than “special Greek Yogurt inclusions” Mix-‐ins Type
1 = Never 7 = Always
Appendix
APPENDIX: IS THE SAMPLE REPRESENTATIVE ON GENDER
Popula'on Sample Weight (pop/sample)
Female 0.79 0.848392 0.9312
Male 0.21 0.151608 1.3852
Chi-‐squared test for given probabiliJes data: table(sex) X-‐squared = 13.4207, df = 1, p-‐value = 0.0002489 Reject the null at any confidence level * Remove the rows with undefined gender
APPENDIX: COMPARING “EATING ON ITS OWN ONLY” AND “EATING ON ITS OWN AND COOKING
Cooking only Ea'ng only Cooking and Ea'ng
Count 8 474 261
Ra'o 0.01076716 0.63795424 0.35127860
1. How large are each of these segments in this survey?
2. How do they differ in share of yogurt purchase? Welch Two Sample t-‐test
t = -‐2.2493, df = 640.084, p-‐value = 0.02483 alternaJve hypothesis: true difference in means is not equal to 0
3. How o_en they eat Greek Yogurt? Welch Two Sample t-‐test
t = -‐1.5945, df = 528.735, p-‐value = 0.1114 alternaJve hypothesis: true difference in means is not equal to 0
4. Whether they buy Chobani or Fage? Welch Two Sample t-‐test
t = 0.1975, df = 517.316, p-‐value = 0.8435 t = 6.1848, df = 461.45, p-‐value = 1.371e-‐09 alternaJve hypothesis: true difference in means is not equal to 0
APPENDIX: EXAMINE THE RELATIONSHIP BETWEEN EATING FREQUENCY AND SERVING APPROACH
*Treat frequency as categorical variable, base group is “once a month or less”; each coefficient on frequency level represents the increased Jme of buying large tubs
APPENDIX: EXAMINE HOW MUCH TIME CONSUMERS MIX IN AND WHAT INCLUSIONS TYPE