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Study to Measure Changes in Cooking Behaviour among South Africans

A leading global CPG company wanted to understand changes in consumersu2019 cooking behaviour in RSA, overtime, and their preference for home-cooked meals over other meal types.<br>

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Study to Measure Changes in Cooking Behaviour among South Africans

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  1. Study to Measure Changes in Cooking Behaviour Among South Africans Target Group People who prepare meals at home, aged over 25 years, with an LSM of 7+ Geography 13 cities across South Africa Sample Size 300 Study Type Mobile diary

  2. Research Requirement Our client, a leading global CPG company, wanted to understand changes in consumers’ cooking behaviour in RSA, overtime, and their preference for home cooked meals over other meal types. The client required in-the-moment consumer behaviour and preferences to identify the right audience for their meal-kits and their path-to-purchase.

  3. Research Methodology Employed For a period of 5 days, the diary study collected lunch and dinner preparation data from 300 people, responsible for preparing meals at home, from across 13 cities in South Africa using a digital research method via the use of social media platforms.  Empirical data was gathered based on observations made  Mobile diaries were maintained a) Diaries were maintained by creating online communities – This enabled the collection of multiple responses from the same respondents on different occasions on real-time. b) Information was analyzed from different times of the day for lunch and dinner.

  4. Outcome and Key Results of the Study The client was provided with relevant data in near real-time, 24/7. The following observations were made about the habits and changes in behaviour among the respondents • Cooking enthusiasts’ engagement levels when it comes to food preparation go beyond online recipe portals. They extend significantly into social media platforms • South Africans index ahead on checking for recipes before cooking compared to other regions • We were able to measure the changes in behaviour in terms of food preparation over the years • We were able to link meal types to attributes such as health and convenience, as perceived by the respondents • Through meal time mapping, we could see the different meal choices, influenced by occasion and various other attributes • The sharing of rich, in-the-moment images of the cooking process further provided valuable insights

  5. Key Takeaways from the Study The study demonstrates the importance of digital market research by illustrating its reach and capabilities, especially in a region like Africa where the consumers have gone digital, but market research takes the traditional route. Response Pattern Logical and discreet patterns emerged for various survey attributes including time of the day and geo locations Digital Market Research Wider Reach Digitally equipped market research enabled access to wider set of audience Relevance Accurate results due to observed data from geo-tagging and mobile

  6. Contact Us www.borderlessaccess.com Business Enquiries Connect with us connect@borderlessaccess.com marketing@borderlessaccess.com Our office locations AMERICAS EUROPE MIDDLE EAST & AFRICA APAC UAE | SOUTH AFRICA INDIA UK | GERMANY | ROMANIA US

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