Development of the Survey Instrument
Danone dairy products are well-known FMCG products that are completely free of chemical substances like preservatives and additives. As a result, the consumption of Danone products is something that is quite high, especially given how health conscious people are these days. In addition to manufacturing products that are entirely devoid of harmful chemicals, Danone has acquired much name for itself as it always seeks consumer opinions before releasing new goods in the market and is known to reiterate its efforts time and again towards creating a healthier and environment friendly world.
It always shares how its products are kept free from harmful chemical toxins and engages in eco-friendly packaging methods to market its products (Vanelslander et al. 2013). This report aims to analyze the results of a ten-question survey carried out on as many as fifteen people regarding their perception and use of Danone dairy products. The report concludes that Danone products are not always received with enthusiasm by the general public and that there are certain areas like pricing and taste where improvement is needed, if Danone products are to do better in the market than how these are faring today.
Development of the Survey Instrument
The survey instrument was developed through the use of the Survey Monkey survey creation tool online. Ten questions were included as a part of this survey with the aim of understanding how those participating in the survey feel about using Danone dairy products, and whether they are likely to do so again in the near future. The questions were developed in a realistic fashion and in a language that was likely to be deemed as clear and comprehensive by the survey participants. The questions conceived were also framed in a precise and to the point fashion so that the answers given to these questions would also be as precise and as accurate as possible, thereby facilitating the proper analysis and conclusion of the survey results.
Administration Processes
The ten-question survey was circulated among as many as fifteen participants. The survey participants were encouraged to be as forthcoming about their answers as possible. The chosen method of data collection for this survey was manual data entry. Participants were given the scope of completing the survey within a time frame of three minutes and were thus able to insert their answers without feeling harried.
Data Analysis
The data that was manually entered by the survey participants in response to the different survey questions was then analyzed quantitatively by the Survey Monkey tool. The results of the survey were then displayed in the form of graphs and in tabular form so as to facilitate easy understanding on the part of those reading the survey results.
Key Findings
The survey results indicate that when it comes to the perception of Danone products, people tend to indicate quite a neutral outlook. Most of the participants who were interviewed appeared not to have been too excited when they were introduced to Danone products for the very first time. When it came to rating the quality of the Danone products, the survey participants seemed to feel for the most part that the quality of Danone products is neither too high nor too low. No doubt Danone places a lot of emphasis on marketing its products in an eco friendly manner and reiterates more often than not its commitment to environmental sustainability when manufacturing products for commercial use.
Administration Processes
It is therefore no surprise, that, Danone dairy products are free from chemical substances like additives and preservatives, which can prove to be harmful for the consumption of those who do buy Danone products (Farmer 2013). However, the majority of the survey participants are of the opinion that the quality of Danone products is not too great. While they would not regard it as low quality produce, their answers seem to indicate, that there is nothing too spectacular about the quality of the products that Danone makes available in the market. In addition, as far as product innovation is concerned, the survey participants convey through their responses that most of them find the Danone products to be somewhat innovative in nature.
They don’t regard them as too innovative but are not denying the existence of any innovation Danone products either. Their attitude towards the innovative nature of Danone products seems quite neutral. It appears that there is nothing truly exceptional about the Danone dairy products as far as their perception and attitudes to such products are concerned (Cooper 2013).
When it came to rating the value of Danone products, most of the survey participants indicated through their responses that Danone does provide full value for the money that it charges for its products. There does not seem to be a shadow of a doubt among majority of the survey participants that Danone is selling products that are of excellent quality and which are really worth spending money on. The chemical free nature of the Danone products and the fact that Danone adopts an eco friendly approach when marketing its products is something that appears to have gone down well with most of the survey participants.
Yet none of the survey participants appear to be too motivated when it comes to the purchase of Danone products. The majority of the survey participants gave a neutral response when they were asked whether they were likely to buy Danone products at a reduced price or whether they would ever replace any of their current nutritional supplements with Danone dairy products. While these are free of chemicals and can be safely consumed by one and all, there is nothing too spectacular about the Danone products as is evident from the survey answers, that makes people want to really own them.
Many of the survey participants answered stating that the Danone products were not really essential products that they needed to buy at any given cost and could take them or leave them. This goes to show that the value of the Danone products in the market is not something that is too high (Diehl and Spinler 2013). There are definitely takers for the products. However these are not products that people are willing to go all out and buy at the drop of a hat (Kerry 2014).
When asked whether Danone products are those that the survey participants would recommend easily to friends, the answer was in the negative. Most of the people who took part in the survey make it clear through their responses that while Danone products are interesting enough, there is nothing spectacular or exceptional about Danone products as to recommend such products to their friends or family for that matter (Simms and Trott 2014). The Danone products are definitely not lifestyle products and people don’t really feel the desire to buy them as soon as possible and use them in daily living. It appears that while the Danone products are perceived as those which do provide value for the money that is spent on them, these are not worth recommending for use (Thain and Bradley 2014).
Data Analysis
When asked about what it is that they like the most about the Danone products, everybody seemed to give more or less the same answer. It is the chemical free nature of the products, that makes Danone so popular among consumers these days (Reiner et al. 2015). Almost all the survey participants revealed very clearly through their answers that the reason why they would buy Danone products at all is the fact that these are completely free of preservatives and additives, which are otherwise likely to cause a lot of harm for those who consume them (Reinartz and Saffert 2013).
The survey participants appear unanimous in their view that if the Danone products are worth buying at all it is because of the fact that these are entirely free of chemicals and also because of the fact that such products are released in the market in an eco friendly way (Schuh 2013).
When it came to answering exactly what it was about the Danone products that the survey participants felt could be improved upon, the majority consensus was that Danone products are a bit too overpriced and that these tend to taste pretty awful as well. If the taste of the Danone products was a little less bland than what it is and if the product was not as expensive to buy which is the case at present, then there would certainly be more takers for the Danone dairy products in the market (Shehu et al. 2016). People would more readily buy Danone products if it tasted better and if the price of the products was comparatively lower than what it is at present.
The responses are quite alarming as Danone takes so much care in producing dairy and other goods and it undertakes all possible efforts to make sure that environmental sustainability is ensured at the time of packaging and releasing its goods into the market. Danone always also takes the opinion and feedback of consumers into consideration when it engages in the manufacture of its products and it is one of the few FCMG producers in the market to keep its products entirely free from chemicals. In spite of such efforts it appears that people are too impressed by Danone products and that while the quality and value of Danone products is not something people are willing to deny, people are not too enthusiastic about going ahead and buying these at all costs (Van Weele et al. 2017).
Conclusion
Thus what the survey analysis makes evident more than ever is that Danone products have to be improved considerably in terms of pricing and taste if these are to be regarded as products that have high appeal among consumers today. Simply being free of chemicals is not enough. Danone products are usually manufactured after taking customer feedback into consideration.
Danone needs to undertake greater efforts when taking and incorporating customer feedback if it has to increase the appeal and value of its products and be more in demand than what the survey responses indicate these to be today. The first step to improving its appeal is of course to bring about a reduction in pricing. Danone needs to make its products way more affordable than what these are at the moment if it wants its products to be purchased in large numbers all round the year. It also has to bring about improvements in the area of taste. It needs to get its chemical free products to taste better and this in turn can greatly influence a turnaround in the appeal of Danone products in the market.
References
Cooper, T.A., 2013. Developments in plastic materials and recycling systems for packaging food, beverages and other fast-moving consumer goods. In Trends in Packaging of Food, Beverages and Other Fast-Moving Consumer Goods
Diehl, D. and Spinler, S., 2013. Defining a common ground for supply chain risk management–A case study in the fast-moving consumer goods industry. International Journal of Logistics Research and Applications, 16(4), pp.311-327
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Kerry, J.P., 2014. New packaging technologies, materials and formats for fast-moving consumer products.In Innovations in Food Packaging (Second Edition) (pp. 549-584)
Reinartz, W. and Saffert, P., 2013. Creativity in advertising: When it works and when it doesn’t. Harvard Business Review, 91(6), pp.106-111.
Reiner, G., Gold, S. and Hahn, R., 2015. Wealth and health at the Base of the Pyramid: Modelling trade-offs and complementarities for fast moving dairy product case. International Journal of Production Economics, 170, pp.413-421.
Schuh, A., 2013. Central and Eastern Europe After the Boom: Time for a Strategy Change for Foreign Multinational Companies?. Central European Business Review, 2(2).
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Simms, C. and Trott, P., 2014. Conceptualising the management of packaging within new product development: A grounded investigation in the UK fast moving consumer goods industry. European Journal of Marketing, 48(11/12), pp.2009-2032
Thain, G. and Bradley, J., 2014. FMCG: The power of fast-moving consumer goods. First Edition Design Pub
Van Weele, A. and van Tubergen, K., 2017. Responsible purchasing: moving from compliance to value creation in supplier relationships. In Sustainable Supply Chains (pp. 257-278). Springer, Cham.
Vanelslander, T., Deketele, L. and Van Hove, D., 2013. Commonly used e-commerce supply chains for fast moving consumer goods: comparison and suggestions for improvement. International Journal of Logistics Research and Applications, 16(3), pp.243-256.
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