SAW, Denise

MADSRCH K32

CASE: DEFINING THE RESEARCH PROBLEM NATIONAL MARKETS—NUTRITIONAL

LABELING

Local chain of supermarkets: Puregold

1. The request for information was made because the firms’ sales performance has been
progressively decreasing over time. Hence, they thought of a strategy to increase sales
performance of the company by aiming to showcase “goodwill gestures” through
presenting nutritional information aimed at its consumers. But the management itself is
unsure how the consumers would react to the nutritional information since most of their
sales comes from the least nutritious food items, and it could possibly make the
consumers avoid these products.

2. The problem of the firm is that National’s sales had been slowly increasing compared to
their competitors. And the firm is trying to determine if doing such a strategy of
showcasing nutritional information on their goods would boost sales and increase the
firm’s market share.

Research Objectives are the following:

1. Demonstrate how to present the nutritional information to its customers.
2. Be aware of the possible reaction or response of the customers in response to the
nutritional information.
3. Determine if the strategy of providing nutritional information is beneficial use for its
consumers’ use.
4. Determine whether the nutritional information will enhance sales performance at National
Markets.
3. The firm would have to collect consumer data such as their consuming habits, spending
habits, and preferences on food products. These measures would need to implement
surveys and group interviews to gather information before and after the implementation
of nutritional information.

The following questions that need to be answered are:

1. How would the consumers react to the nutritional information on their goods? Good,
neutral, or bad?
2. Will the consumers use this information to alter and influence their spending habits?
3. Will the showcasing of nutritional information boost the sales and market share of the
firm?