Insights on target groups and tasks for marketing
For the realignment of the marketing strategy, the survey results identified characteristic differences between “non-buyers”, “occasional buyers” and “intensive buyers” — this also in comparison to direct competition. In addition, specific tasks for marketing planning could be derived from the respective information, decision-making and purchasing behavior as well as buying motives and barriers.
Quantitative online survey
A total of 1,562 parents of children between 3 and 9 years of age were interviewed, which enables population-representative statements to be made. The survey was carried out on the basis of a structured questionnaire using KB&B's own market research tool FACT family. The test subjects who met the selection criteria were addressed directly with the questionnaire.
Wide range of topics
On the one hand, parents were asked about general topics such as their dietary habits and shopping habits. In addition, the survey also focused specifically on Reinert Bärchen's brand recognition and brand acceptance, buying motives and purchase barriers, as well as target group characteristics compared to competitive products.
