The Demand for Market Research Jif Peanut Butter Company By: Tevien Pinckney

Expectations History Current Situation of the company The Need for Marketing Research Example Survey Questions The Goals of Research The Research Design Applications of the Research

History Jif is a SBU of J.M. Smucker Corporation Originally began with the sale of peanut butter exclusively 1st jar of peanut butter sold in 1958 Extra Crunchy peanut butter not introduced until 1974

Current Situation Jif satisfies a vast array of products for many consumers throughout the country Jif creates products that satisfy various health and taste preferences

Current Situation Continued Reputation for creating products that benefit the consumer while also keeping taste at the forefront Does the Jif Company live up to current reputation?

The Need For Market Research Research is needed to see how accurately the Jif Company lives up to their reputation Information needed on the taste and health preferences of each region of the US Use of U.S. Census information

Goals of Research To receive an accurate description of how to distribute products To find possible areas of refinement while increasing market share

Information Needed Need various health and taste preferences of each region within the US An understanding of the different health issues facing the nation today

Research Design Internet surveys Can be accessed through the computer or smart phone Short Surveys asking pressing questions about Taste preferences Smart-Phone use of bar coding while in the store Descriptive Research Design Incentives

Example Question/Response What are your favorite flavors of Jif Spread? (Check all that apply) a. chocolate b. peanut butter c. hazelnut d. almond e. cashew

Research Leads To Better understanding of product awareness across the various array of products Better understanding of how to distribute products to each region of the country

Data Analysis/Collection Use various internet tools to accurately access today Regions need to be defined by company in order to get most accurate results Small surveys for customers to increase completion percentage

Sample Plan & Size Test the validity of the research design using one specific region Need to be able to draw conclusions from data collected Accurate size for sample would include at least 2,000 per region Depending on how many regions created 2,000 surveys should paint an accurate picture

Applying the Research This research should lead to refinement in distribution costs Should accurately be tell which areas should receive specific products Examination of different areas of sale should also help

Thank You! “Choosy Moms” Choose Jif Peanut Butter