Group 1 Consumer Behaviour

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Marketing

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Feb 20, 2024

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Consumer Behaviour: A Research of variety and amount of Dorito Party Bags This report will highlight the evidence of our findings when participants were given regarding their preferences for a greater variety of a bag of chips or a greater amount of chips. Prepared by: Allan, Oshama, Riley & Jin Submitted: 2020-12-07

Table of Contents EXECUTIVE SUMMARY. 1 SURVEY OBJECTIVES. 2 PARTICIPANTS. 3 METHODOLOGY. 3 DATA COLLECTED. 4-5 RESULTS. 6 Hypothesis Sub Questions RECOMMENDATIONS. 7 APPENDIX A – Survey Text. 8

EXECUTIVE SUMMARY With our experiment, we wanted to test how important variety is to the average consumer. Variety is a huge part of many companies selling techniques which is why we wanted to find out what the consumers thought. Whether it is the variety of flavours in a mix of chips or the variety of colours in a box of markers, the question is still the same: do consumers trend towards things with more variety. We wanted to find out if the change in quantity of flavours in a Doritos party mix would influence the choice of which mix is purchased. To do this we created 2 different questionnaires to see whether people would trend towards a party mix of chips with more variety over a mix with less variety. We sent out these questionnaires to students of Ontario Tech University and waited for our results. With the results we find we can help both marketers and consumers. If it is true that consumers prefer more variety, marketers should acknowledge that and try to incorporate variety into their products. After dissecting our results, we will determine the outcome of our experiment. SURVEY OBJECTIVES

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Marketing plays an important role when consumers are fronted with a variety of choices and unhappiness when it comes to decision making. Marketing strategies should be concerned with the effect of high-variety strategies on consumer expectations. (Desmeules,2002,p.2) The objective of the survey is to identify the consumer behavior relationship with high-variety. To a normal person the assumption is that variety drives satisfaction up to potential utility, that could be driving the purchasing power or experience. (Desmeules,2002, p.2) The participants of the survey had been given one out of the two different surveys that had been conducted. Both surveys had been constructed to understand consumer behaviour regarding variety for chips. By focusing on frito- lay chips only the consumer can understand the different amount of variety that is being presented to them, without having to recall the types of chips that are offered by the brand. The two options were the spicy mix that had only four different flavours while the flavour mix had a series of different flavors, six to be exact. By allowing the consumer to choose between the options it would anticipate for more happiness and satisfaction. To understand the Ontario Tech students, this survey was conducted randomly, to have a diverse set of students that are willing to participate in the survey. This survey would be only objective to the student behaviour at Ontario Tech University, it would not reflect upon all students in Ontario. By understanding the role of high- variety strategy used in the real world it would provide marketers with a better understanding on the impact of variety in chips for example, when it comes to consumer happiness and satisfaction. By offering consumers a choice to choose low -variety with high- variety with the utilitarian approach. PARTICIPANTS

For our research we decided to involve participants which were within our means. We were limited to our surroundings due to the current event that has taken the world by storm. Therefore, our participants were students from different faculties at Ontario Tech University. The faculties were composed of students from varying degrees of study; Business, Health, Engineering and Sciences. Regardless of field of study, we knew that most, if not all participants would have an opinion on eating some form of snack food. Methodology Data was collected via Qualtrics questionnaire and a series of questions regarding each bag of Doritos Party Mix. 1 Survey of the questionnaire featured a series of provocative questions regarding a bag of Spicy Party Mix bag which featured a higher total amount of chips included. The 2nd Survey featured the exact same questions, but this time with a Flavor Party Mix bag which featured a bigger variety of chips in the bag. After the surveys were completed by 60 students combined, we compiled and analyzed the data via SPSS which gave us the following results as you will see below in the data collected section of our report. DATA COLLECTED

We have collected two forms of data: Qualitative : Qualitative data including participant comments. Quantitative : Quantitative data including card sort and category ranking metrics as well as general frequency of similar terms used. With these two graphs we are easily able to see that the majority of people believe that price is a significant factor. With about 78% of people in the first survey agreeing and 100% of people in the second survey agreeing. We create the survey to ask the participants which gender do you identify with? For survey 1 where spicy mix was the choice given which had the greater total amount, a big 64% where male, in contrast to survey 2 which had a greater variety of chips, 57% were female. Male participants would rather have a greater total amount than a larger variety compared to female participants who would rather have a greater variety.

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We also create a survey which is about the age range. The questionnaire is in what age range would you classify yourself as. Therefore, you would expect that from survey 2 which has a greater variety younger participant would prefer a greater total amount. But that was not the case. The age range from 18-20 was almost 30 percent increase from that of survey 1. Survey 2 also shows us that a greater variety of chips is far more important for more adult participants, while a greater amount is far more appealing to that closer to our age range of 21-25. The next survey question is if price is a factor when purchasing these chips, please choose the allocated price range which you are willing to pay for both party bags. From looking at the survey price factor wasn't much of a discrepancy, however in survey 1, 68 % of consumers were willing to purchase these chips that were between the 5$ to 7 $ price range. Likewise in survey 2, 69 %

of consumers were willing to pay between 5$ to 7$ price range. RESULTS The results are broken out by category and listed by question. Hypothesis Consumers prefer a party mix that has a wider variety of flavors since they have the ability to choose what they can eat regardless of price. Sub-Questions 1. Is variety an important factor when it comes to choosing a Dorito Bag? 2. Does preference of chips influence a consumer decision on which bag to purchase? 3. Would the total quantity of chips in a bag influence the consumer decision when choosing

4. Would age be a factor when deciding which bag to purchase on the consumption of family members or the individual? 5. Does the variety of chips outweigh the difference in price? RECOMMENDATIONS & CONCLUSIONS While analyzing our results we found that the hypothesis did not reach our previously stated thoughts, therefore we had a change of opinion regarding the main research questions and sub questions since several factors can influence unwanted effects. Therefore, the role of marketing in this area where consumers are poised with the decision of which bag to choose; either that is a greater variety or a greater amount, a positive experience should be employed. By highlighting certain qualities of each bag to consumers, choice will lead to a more desirable purchase. In other words, if the customer is deciding which bag to purchase; the bag itself should have some form of catch line or phrase that translates what the customer is feeling. The bag with the greater quantity could have a phrase along the bag which says “For when the party is huge” or along those lines across its packaging. The bag with greater variety may have the phrase “When they are picky”. We believe that the role of marketing is to educate consumers, so they don't have to go through mental gymnastics in order to fulfill the need, provided that the necessary information is given within the given category. We have also concluded that the location where a bag is purchased is also an important factor. In a retail environment there will be more pressure when conditions are preferable; meaning is the customers willing to pay more elsewhere or the price at that particular location is more desirable when price is variable. Customers might be

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inclined to look at prices online and see which location has the most adequate price that fits within their budget as well as if the given choices are that of a greater variety or greater amount. In summary, this research paper addresses the issue poised by the choice of a greater variety of chips or a greater amount of chips. We want to ensure that giving a consumer an easier choice via keywords on each packaging can remove uncertainty when purchasing a Doritos bag, whether than one is of variety or amount. Price also is influenced by the location in which they are purchased, therefore strategically placing bags in retail locations at a cheaper price may be more satisfactory. We hope that the hypothesis has a summarized value and stimulates future marketers to choose appropriate locations and ease of use for consumers.

References Desmeules, R. (2002). The Impact of Variety on Consumer Happiness: Marketing and the Tyranny of Freedom. Retrieved December 06, 2020, from https://www.researchgate.net/profile/Remi_Desmeules/publication/237241837_Desmeule s_The_Impact_of_Variety_on_Consumer_Happiness_The_Impact_of_Variety_on_Consu mer_Happiness_Marketing_and_the_Tyranny_of_Freedom/links/ 546ce0e70cf2193b94c5798e.pdf Giese, Joan L. and Joseph A. Cote. 2000. "Defining Consumer Satisfaction." Academy of Marketing Science Review [Online] 00 (01) Available: http://www.amsreview.org/amsrev/theory/giese01-00.html

Group 1 Consumer Behaviour

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