Brand recognition is the key to marketing success. This IDDBA research study looked at the consumer and what works and
doesn't work in terms of advertising and promotions. Over 900 consumers and over 200 retailers participated in the study. Specific areas researched included:
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What is the role of advertising in consumer promotions?
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What can the in-store deli, in-store bakery and dairy departments
do to build brand awareness in the mind of the consumer? Are
brands as important in these departments as they are in other
departments? What does "brand" mean to the consumer?
What type of advertising (coupons, advertised specials, TV,
radio, Internet, etc.) is most influential in creating specific
brand awareness? What factors (value, quality, etc.) Need to be
present to build brands in the mind of the consumer? What do
consumers think of brand extensions?
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What motivates consumers to shop the perishable
departments? How do customers determine "trust" in
freshness and safe perishable foods? Are those attributes
marketable? What role does the brand play in the trust consumers
have for perishables or does the store play a greater role?
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How can you motivate consumers to shop the deli, bakery,
and dairy departments more frequently? How often are consumers
shopping these departments? What single activity or service
(i.e., promotions, buy one/get one free, etc.) would cause
consumers to spend more money in these departments? Do consumers
prefer self-service or full-service – how does price affect
that preference? How much of the purchase decision is based on
price, advertising, convenience or other factors?
