INTERMARCHE, Large-Scale Food Retailers and consumer rationale (Qualitative Study): what is the best way to promote "Ugly" Fruit and Vegetables?

In this real case study, the learner, as a member of a marketing research team, must mobilize his or her methodological and data analysis skills, for two preliminary studies - qualitative and quantitative* - intended to better understand consumer reactions to misshapen Fruit and Vegetables produced by conventional agriculture (and presenting significant flaws, far beneath general standards for availability at large-scale food retailers).

The learner will thus need to present, justify and implement his or her methodological choices in regard to one of the two planned study phases, analyse the study data provided, and, at the end of the study, propose preliminary recommendations for specific actions to be taken by large-scale food retail managers.


*The quantitative study is proposed in the linked case study M2068(B)/(GB)

This case covers all the stages associated with the development of a Marketing Study:
- Definition of objectives and study population.
- Choice of a sampling method; writing a semi-structured individual interview guide.
- Thematic content analysis.
- Formulation of recommendations.

Qualitative study - Quantitative study - Corporate Social Responsibility - Consumer behaviour - Strategic marketing

Students: Licence, Master and Mastère

Studies and Consulting / Agribusiness

- Videos: TV spot ans interview
- PDF: 4 Adversiting media
- PDF: Redacted posters
- PDF: Study "Purchases of fresh fruits and vegetables"
- PDF: Interview guide
- PDF: Transcription of interviews
- PDF: Summary of the major results of the qualitative study
- PPT: Debriefing

Année de la problématique : 2018

Livraison : Livraison par lien de téléchargement

Nombre de pages : 25

Temps d'utilisation : plus de 3 heures

Code du secteur d'activité : 52 - Commerce de détail et réparation d'articles domestiques