Consumer Perception

Research Proposal for Brady’s Beans

“Buy one, Give one” Model

Executive Summary
• Brady’s Beans is a startup company that designs and
manufactures bean bag furniture.
• Buy one, Give one:
o For every product you purchase, Brady’s Beans will donate one
BeanSprout Bed to a child in need on your behalf.
• Research will:
o Assess consumer perception of the “buy one, give one”
incentive, the basis of the company’s existence.
o Reveal differences in each target customer lifestyle segment.
• Building an admiral image and reputation needs to
begin in the early stages of business development.
Problem Statement
• A need for our company has to be established.
• How do customers or influencing groups
perceive the Brady’s Beans business model of
buy one, give one?
• Is there a difference in customer perception
when the product they purchase helps another
person, community, or the planet?
Research Objectives
• Discover how consumers perceive the “buy
one, give one” business model.
• Test Basic Assumptions
1.Potential customers are willing to help street
children in developing countries.
• Potential customers will buy a product with the
incentive of helping children in unsatisfactory
situations (“buy one, give one”) attached over the
same consumer product at the same price without
the “buy one, give one” incentive.
• The image the “buy one, give one” business model
portrays is positive.
Literature Review
• The Evolution of Reputation Management
• Consumers' Perceptions of Corporate Social
Responsibilities: A Cross-Cultural Comparison.
• Consumer perceptions of corporate social
responsibility in town shopping centres and their
influence on shopping evaluations
• Cause Related Marketing: Consumers' Perceptions
and Benefits for Profit and Non-Profits Organizations
• Role of Corporate Leadership and Innovation Claims
on Consumer Perception of Premium Products
Importance of Study

• The incentive of giving is the most

important aspect of the Brady’s Beans
business model.
• A measure of perception needs to be
developed in order gain insight into our
customer base and reveal their view
towards our model.
Research Design
• Exploration: Qualitative.
o We will gain and gather knowledge of customer perceptions
towards the proposed “buy one, give one” incentive by
interviewing samples of our target customer base.
o Disseminate any difference in results within each lifestyle
segment.
• Questionnaire Design.
o Self – administered questionnaire used to gather feedback from
potential customers.
o Used to test assumptions and questions listed earlier.
o Comment/feedback section.
o Doubles as an initial marketing instrument.
Data Analysis
• Questionnaire results will be reviewed to
determine the overall level of consumer
perception.
• At least one question dealing with overall
perception will be regressed on the individual
items to determine each questions importance.
• Results from each identified lifestyle segment
will be compared.
• Comments and customer feedback will be
reviewed.
Results

• Results should determine the overall

level of customer perception for the “buy
one, give one” aspect of Brady’s Beans.
• Each lifestyle segment will be compared,
gaining further insight into our target
customer base.
• Comments will help gain insight into
customer perception.