Measuring consumer attitude on “Weetabix”Team members: Hamsavali Devi Veeren

Vintee Madoo

Shweta Reedoye

Maduri Bansoodeb

Chandrakant Goodur

Kamlesh Balluck

Introduction

In the context of marketing, consumer attitudes are a composite of consumer’s beliefs, feelings and behavioural intentions toward some object, usually a brand.

Consumer attitudes

Weetabix Ltd.

Famous cereal in Mauritius

• It can be hard to find a breakfast cereal that is suited for the whole family. Thus, with close inspection, “Weetabix” seems to tick all the right boxes.

“Weetabix”

• Commonly known as a biscuit

• Made from wholegrain wheat, full of fibre.

• Energy it provides is slow-releasing

• Good for those wanting to lose weight

• Really low in calories and fat

• Healthiest cereals

Packaging

“Weetabix” comes in either box of 12, 24 or the occasional 36 promotional pack.

The cardboard is of bright yellow shade,

really forcing it to stand out on the shelf

with the words “Weetabix” written stretched across in a heavenly shade of blue.

Weetabix

For children “Weetabix” is dull and boring.

“Weetabix” does not look as tempting as the chocolaty, sugar packed cereals.

• Many people prefer “Weetabix” for their breakfast as it is versatile and can be mixed with yogurt and fruits creating ‘THAT’ perfect taste to satisfy once needs.

• “Weetabix” is suitable for all ages, from tiny toddlers to the old and frail.

Targeting and positioning of weetabix

Target parents and children, with its cereal promotions

Targeting a more health-conscious society with more healthy ingredients added to the product.

Weetabix association with the popular Disney brand has created a range of healthier cereals for young children.

Research Methodology

A questionnaire was design to gather primary data from the

consumers of Weetabix. The research duration: 15 days

Advantages of qualitative method

• Give rich explanations of complex phenomena • Researcher is not restricted to specific questions or

lists• Methods are adaptable for use with a wide range of

subjects• Data collection can be more informal, relaxed, and

fun• Attention is focused • Research can be done with an analytical mind

along with pen and paper.

Disadvantages of qualitative method

• Bias

• Respondent may not reveal the exact true information

• That findings cannot be generalized to the larger population.

• Research quality is heavily dependent on the individual skills of the researcher.

• The volume of data makes analysis and interpretation time consuming.

• Takes time to build trust with participants

Analysis of findings

• It is found that most people are aware of the well known cereal Weetabix.

• It is to be noticed that the category of age does not matter when Weetabix cereal comes into eating because it serves the whole population that is the mass.

Students and women consume it more often like every morning, they believe to maintain good health, good weight, healthy breakfast and be able to concentratewell in their work.

• Almost all respondents said that it is good, some prefer it with milk along with fruits as it is presented on the packaging

First thing that comes into the mind

• Breakfast• Good health• Expensive cereal• My favorite cereal• That’s a complete breakfast• Yummy• Eating it immediately• Erases hunger

• While shopping, low income earners would search for any cheap cereal, parents who have small kids would buy Nestum, those who like to vary their breakfast would take Cornflakes also and others prefer Alpen and Koko Crunch.

• Compared to other cereals that exist in the market, customers rated it to be excellent, good and even better than the other ones.

• All people have a positive attitude towards this particular product that is Weetabix.

• It has a higher position than all other cereal in shelves.

• Low income earners argued that it is a good cereal but a bit expensive for them to have it at a regular basis both for them and for their children as well.

• Weetabix cereal is very energetic, contains all essential nutrients and contains Vitamin E and many good sources to keep fit throughout the day.

• It is not only targeted to children but for adults as well.

• In addition to, many people are facing this severe problem of diabetes. And this could be a good breakfast for them as it is high with fibres and contains very low rate of sugar

Perceptual mapPerceptual map

The perceptual positioning map conveys a significant amount of information. With such maps, we have been able to see the perceived positions that each competitive offering occupies in the minds of customers or potential customers, that is how did they view weetabix in relation to other cereals.

Perceptual Map of Cereals

HIGH HIGH NUTRITIONNUTRITION

LOW LOW NUTRITIONNUTRITION

GOOD GOOD TASTETASTE

Cocoa Puffs

BAD BAD TASTETASTE

Rice Krispies

Wheaties

cornflakes

Weetabix

AlpenKoko Crunch

Recommendation

• The taste should be changed.

• The packaging should be changed

• The Packaging is not that attractive as other cereal . • There is need for some changes to make more

appearing

• They quietly resemble MDF blocks in colour and appearance. They are quite crumbly.

Recommendation • In order to sustain growth, they must both

increase frequency of consumption and attract new consumers.

• “Weetabix” can use more TV campaigns with the aim to encourage people to try “Weetabix” at different times and in different ways. The TV campaign can ran on all major commercial TV channels.

Recommendation

• The company can arrange some sponsorship like

giving free “Weetabix” to school children during

sports days, or arranging competition or contest

together with the ministry of health, to promote the

product.

• There can be free trial at different place such in

supermarket and school.

Conclusion

• As per our survey, Weetabix is very famous and demanding in Mauritius

• We have come across no people who are unaware of Weetabix

• There exists a few people who dislike Weetabix but for the overall Weetabix is one of the best cereals in Mauritius.

Thank You!