Break 2 - Determining Brand Perception and Role of Breaks in Consumers Lives
Research Methodology
For this research study, our group conducted two different surveys using an online survey platform to host the surveys – Qualtrics. The two surveys we conducted were:
· Kit Kat Survey: this survey was used to better understand the consumers perceptions of Kit Kat
· Break Survey: this survey was used to better understand consumers perceptions of the breaks they take and which brands they use when they take breaks
This information allowed us to better understand:
· Overall brand perception of Kit Kat
· Which chocolate brands have a key role in the market – based on consumer feedback
· Which qualities consumers thought were unique to Kit Kat
· How Kit Kat fares compared to other brands on different quality measures
· How consumers spend their breaks and relax and whether Kit Kat can better appeal to users in this particular area
Online Survey:
Our group hosted the two surveys on Qualtrics – an online survey platform. The links were then distributed to different people of varying backgrounds, e.g. age, occupation, race, etc. within Singapore. In order to ensure that consumers were not primed prior to competing either survey, different people were asked to complete either survey. This ensures completely independent answers for the surveys. For the Kit Kat survey, we received a total of 60 surveys, and for the Break survey we got 75 respondents.
Please click on the two links to below to see our findings from both surveys!
· Kit Kat Survey: this survey was used to better understand the consumers perceptions of Kit Kat
· Break Survey: this survey was used to better understand consumers perceptions of the breaks they take and which brands they use when they take breaks
This information allowed us to better understand:
· Overall brand perception of Kit Kat
· Which chocolate brands have a key role in the market – based on consumer feedback
· Which qualities consumers thought were unique to Kit Kat
· How Kit Kat fares compared to other brands on different quality measures
· How consumers spend their breaks and relax and whether Kit Kat can better appeal to users in this particular area
Online Survey:
Our group hosted the two surveys on Qualtrics – an online survey platform. The links were then distributed to different people of varying backgrounds, e.g. age, occupation, race, etc. within Singapore. In order to ensure that consumers were not primed prior to competing either survey, different people were asked to complete either survey. This ensures completely independent answers for the surveys. For the Kit Kat survey, we received a total of 60 surveys, and for the Break survey we got 75 respondents.
Please click on the two links to below to see our findings from both surveys!