Understand Business Context: Attitude and Usage in the Food Industry

Challenge

In the dynamic and ever-evolving fresh produce market, the ability to understand consumer preferences and attitudes is a key differentiator that can determine the success or failure of a brand. A leading fresh produce company recognized the need to delve deeper into the grape market to uncover the underlying factors that drive consumer purchase decisions. They were particularly interested in understanding the significance of various product attributes—such as branding, country of origin, and sustainability—in generating incremental sales opportunities.

The company’s challenge was multifaceted. Not only did they need to identify the specific attributes that mattered most to consumers, but they also sought to understand how these attributes influenced purchase behaviors in different consumer segments. Moreover, they were keen to explore how the importance of these attributes varied between frequent grape purchasers and those who rarely or never bought grapes. Armed with this knowledge, the company aimed to refine its marketing strategies and strengthen its position in a competitive marketplace.

Approach

To address this challenge, SIVO deployed a robust and methodical approach to quantitative validation. Utilizing the advanced capabilities of the Qualtrics platform, we designed and conducted an extensive online survey targeting a representative sample of consumers. The goal was to gather comprehensive data on consumer behavior, attitudes, and perceptions related to grape purchases.

The survey was meticulously crafted to capture a wide array of purchase and usage metrics, providing the fresh produce company with a holistic view of the grape market. The sample included 332 respondents, ensuring a representative cross-section of the population. Among the respondents, 315 were grape purchasers, while 133 were non-grape purchasers. This diverse sample allowed us to gain insights not only into the behaviors of regular grape buyers but also into the attitudes and potential barriers faced by those who do not typically purchase grapes.

Participants were asked detailed questions about their grape purchasing habits, including the frequency of purchases, the quantity of grapes bought during each purchase, and the intended use of the grapes. Additionally, we explored the locations where consumers typically purchased grapes, whether at grocery stores, farmers’ markets, or other retail outlets. This provided valuable context for understanding the various touchpoints where consumers interacted with grape products.

Beyond purchase behaviors, the survey also delved into consumer attitudes toward several key product attributes. These attributes included the importance of branding—whether consumers preferred well-known brands or were indifferent to brand names. We also examined the significance of grape variety, packaging preferences, country of origin, seasonality, and sustainability claims. Each of these factors was analyzed to determine its impact on consumer decision-making and its potential to drive sales.

The combination of behavioral data and attitudinal insights allowed us to create a comprehensive picture of the grape market. We then analyzed this data to identify patterns, trends, and key drivers of consumer behavior.

Impact

The results of this study provided the fresh produce company with invaluable insights that directly informed their marketing and branding strategies. The study revealed several opportunities for the company to enhance the perception and appeal of its grape products. 

One of the most significant insights was the potential for the company to collaborate with other table grape producers to elevate the overall category. By banding together, much like the Dairy Board has done for milk, the company could help create a stronger, more unified market presence for table grapes. This approach not only benefits individual producers but also enhances consumer perceptions of the entire category, potentially leading to increased sales across the board.

The insights gained from this research enabled the company to make data-driven decisions that were closely aligned with consumer preferences. Whether it was fine-tuning its branding strategies, adjusting its messaging around sustainability, or exploring new packaging options, the company was able to move forward with a clearer understanding of what mattered most to its target audience.

The Power of Quantitative Insights to Drive Strategic Business Success

This case study highlights the critical role that quantitative validation plays in understanding consumer behavior and making informed business decisions. In a competitive market where consumer preferences are constantly evolving, having access to detailed and actionable insights is essential for staying ahead of the curve. By leveraging these insights, companies can uncover new opportunities for growth, refine their marketing strategies, and better meet the needs of their customers.

At SIVO, we specialize in providing the strategic insights that companies need to succeed in today’s complex marketplace. Our rigorous approach to quantitative research ensures that our clients have the data they need to make informed decisions and drive business growth.

If your company is looking to gain a deeper understanding of your market and make data-driven decisions that drive growth, SIVO is here to help. Our team of experts is ready to partner with you to uncover the insights that will set you apart from the competition. Contact us today to learn more about how we can support your business objectives and help you achieve success in the marketplace.