Consumer study of a new chicken product

Consumer Study: New Chicken Product

Objective:

The objective of this study is to gather feedback from consumers on a new chicken product, "Cluckin' Good," a line of pre-marinated, ready-to-cook chicken breasts with unique flavor profiles. The study aims to assess consumer preferences, perceived value, and willingness to purchase the product.

Methodology:

1. Online Survey: A sample of 500 consumers was recruited through online survey platforms. Participants were asked to complete a 10-minute survey, which included:
   • Demographic questions (age, gender, income, education level, and household size)
   • Questions about their current chicken consumption habits (frequency, cooking methods, and preferred flavors)
   • Evaluation of the new chicken product, including:
     • Taste and texture
     • Ease of preparation
     • Value for money
     • Likelihood to recommend and purchase
2. Focus Groups: Four focus groups were conducted with 8-10 participants each, recruited through social media and online forums. Participants were asked to discuss their thoughts and opinions on the new chicken product, including:
   • Initial impressions
   • Taste and texture
   • Ease of preparation
   • Value for money
   • Suggestions for improvement

Results:

Online Survey:

• 62% of respondents reported cooking chicken at least once a week, with 35% cooking it daily.
• 71% preferred chicken breasts, while 29% preferred thighs or wings.
• 55% reported trying new chicken flavors, with 42% interested in trying new flavors.
• 80% rated the taste of Cluckin' Good as "good" or "excellent," with 60% rating the texture as "good" or "excellent."
• 75% reported being willing to pay a premium for Cluckin' Good, with 55% willing to pay up to 10% more.
• 85% reported being likely to recommend Cluckin' Good to friends and family.

Focus Groups:

• Participants praised the convenience and ease of preparation of Cluckin' Good, with many commenting on the "no-fuss" cooking experience.
• The unique flavor profiles were a major selling point, with participants enjoying the bold and savory flavors.
• Some participants noted that the product was a bit pricier than regular chicken, but the convenience and quality made it worth the extra cost.
• Suggestions for improvement included offering more flavor options and a lower price point.

Key Takeaways:

1. Consumers are willing to pay a premium for a convenient, high-quality chicken product with unique flavor profiles.
2. The ease of preparation and convenience of Cluckin' Good are major selling points.
3. The product's unique flavor profiles are a major draw, with participants enjoying the bold and savory flavors.
4. Some consumers may be hesitant to try new flavors, but the majority are open to trying new options.

Recommendations:

1. Continue to emphasize the convenience and ease of preparation of Cluckin' Good in marketing campaigns.
2. Offer a variety of flavor options to cater to different consumer preferences.
3. Consider offering a lower price point for a limited-time promotion to attract price-sensitive consumers.
4. Continue to gather feedback from consumers to refine the product and improve customer satisfaction.

By understanding consumer preferences and behaviors, Cluckin' Good can refine its product and marketing strategy to effectively reach and retain customers in the competitive chicken market.