When is it being eaten? With whom is it being eaten?

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2 Via a series of detailed discussions, we will aim to provide food marketers with the answers to the following questions: What is being eaten? Welcome to the most comprehensive qualitative food consumption study ever conducted in urban South Africa. The study aims to unpack the mysteries around food consumption and the diverse South African consumer landscape. Where is it being eaten? Introduction to the study When is it being eaten? With what is it being eaten? With whom is it being eaten?

3 The world is changing and with it, food consumption habits are changing. Food prices are ever on the increase. Why the need for the research? New retailers are entering the market, which leads to a diverse array of choices for our food shopper. Where does the modern trade meet the traditional trade when it comes to food shopping? Introduction to the study There is an increase in the number of food items being imported into this market. How do consumers feel about this? Is local necessarily lekker? We live in a culturally diverse society. Do we appreciate these differences and are we geared to address the needs of this very diverse consumer market? We need to know how all of this is impacting on consumer behaviour.

4 Two-hour focus group discussions to be held around the country Respondents will be recruited according to pre-determined criteria Focus group discussions will take place in host homes and our offices in Gauteng, Cape Town and Durban All respondents will be required to take photographs at various meal occasions, as well where food is stored. How will the research be conducted?

5 Metropolitan South African adults Responsible for household purchases The principal preparer of food in the household Across the income strata Who will we speak to?

6 Johannesburg LSM 6-7 LSM 8+ Soweto LSM 4-6 (x 2) East Rand LSM 4-6 (x 2) Pretoria LSM 4-6 (x 2) Johannesburg LSM 6-7 Cape Town LSM 8+ Cape Town LSM 6-7 LSM 8+ Durban LSM 6-7 LSM 4-6 (x 2) Cape Town LSM 4-6 (x 2) Who will White Coloured Black Indian Durban LSM 8+ we speak to?

7 Introduction and warm-up Food shopping behaviour and product usage How has this changed since the recession (last two years)? Food shopping influences and decision-making Exploring mealtime rituals Weekday vs weekend rituals Where and when are meals eaten? Who is preparing meals in the household and has this changed over time? Who is in attendance? Does the whole family sit down for any meals? If so, which ones and why? If not, why not? Exploring food consumption of the working vs the unemployed/stay-athomes What goes into school lunchboxes or scarf tins What will we talk about? Unpacking special occasions and traditional occasions/rituals What is defined as a special occasion in the household? How do you cater for a special occasion? How does this differ to a weekday/weekend meal? How do the products used differ? Exploring snack time Understanding the role of beverages as an accompaniment to food Hot vs cold Alcoholic vs non-alcoholic

8 TNS, South Africa s leading social and marketing insights company, has a track record of service excellence and continuous growth going back over 30 years. Today, TNS is acknowledged as South Africa s pioneer market research company which has revolutionised market research by providing clients with valuable insights and solutions to meet their strategic objectives. TNS, a world leader in market information, is also the largest provider in the world of custom research and analysis and is a major provider of consumer panel data, media intelligence and TV audience measurement. It has a global network of over people employed in over 70 countries and is a world leader in delivering valueadded information and insights.

9 TAC is considered to be South Africa s leading company in terms of knowledge and experience of township marketing. Owned and run by husband and wife team Gill & George Mkhasibe, the company has been in existence for 22 years and is based on three core pillars: Monthly cash van service to township traders across 5 provinces Consumer activations and promotions Qualitative research

10 An investment of R will give you a detailed PowerPoint presentation of consumer insights generated from eighteen focus groups as well as generic material gathered from the respondent pre-tasks and immersions. The presentation will be made to you at your place of work upon completion of the study. The presentation and all accompanying material will be left behind for internal referencing. Assumptions: How much does it cost to participate? The study will only proceed once the required minimum number of clients has bought into the study. The group discussions will be conducted with between six and eight respondents each and will be no longer than two hours in duration. 60% of the participation fee will be billed upon confirmation of participation with the remaining 40% being billed upon the presentation of the results.

11 From 21 September 2011 Presentations to clients 22 July 2011 Study Finalisation 29 July 2011 Finalisation of discussion guide 1 20 September 2011 Analysis and presentation preparation August 2011 Focus Group discussions to be conducted

12 Peter Wilson TNS Tel (021) Gill Mkhasibe The Alternative Consultancy Tel (011)