THREE BRANDS OF BREAKFAST BARS
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SUMMARY OF FINDINGS
QUESTIONNAIRE & SAMPLE
The questionnaire was designed to evaluate consumers’ brand preferences for three brands of breakfast bars: Nature Valley, Quaker Chewy, and Kellogg’s Nutri-Grain. The survey measured respondents’ responses to advertisements for breakfast bars, as well as their attitude toward both the three brands of breakfast bars and their corresponding ads. The convenience sample included sixty-eight individuals that were solicited through an email to follow a link to fill out the questionnaire.
MAIN FINDINGS
The respondents’ attitudes toward all three brands of breakfast bars were all very similar, with the attitudes toward Nature Valley and Kellogg’s Nutri-Grain being almost exactly the same. The analysis also found that there was little correlation between the respondents’ purchase intent of each of the three brands of breakfast bars from pre- to post-exposure of the ads and their attitude towards all three brands. Finally, the data determined that respondents liked both Nature Valley and Kellogg’s Nutri-Grain equally so there is not a leading brand of breakfast bars in the minds of the respondents.
LIMITATIONS
Limitations – There are several limitations to this study that could affect the analysis of the data. A sample size of sixty-eight individuals is a relatively small amount of people when attempting to project results to an entire population. Also, it is a convenience sample of individuals instead of a random sample, so the respondents are not likely to be representative of the population. Lastly, there was not the time or resources to survey a control group to compare the convenience sample’s responses with.