Research Project Topic: ‘BRANDING BREAD’
Table of Contents
Overview 4
Problem Definition 13
Research Design/Methodology 16
References 19
Appendix 21
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Overview:
Situation that leads to the need for marketing research is caused despite the variety of claims from industry groups to the contrary, that there is a lack of academic research evidence that details trends in ‘health food’ purchasing. To what extent increased heath consciousness has impacted upon consumer food buying habits? Is there a trend away from convenience supermarket bread buying towards local or branded franchise bakers? How really concerned are consumers about the preservatives that are used in bread-making.
It is claimed that bread is no longer just a staple product in diet of Australian consumers and no longer purchased as a commodity item. BRI Australia maintains Australia is experiencing a “resurgence” in bread consumption,’ and is ‘far more fragmented’ (www.bandt.com.au) with a wide range of outlets. In the same manner ‘the $US16 bn U.S. market has shown growth of 18% from 1998 to 2003.’ (www.just-food.com).
If there ...