Exporting yoghurts to Finland and how the packaging needs to be improved : a case study of Ker Ronan
Harnois, Claire (2017)
Harnois, Claire
Laurea-ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201705158218
https://urn.fi/URN:NBN:fi:amk-201705158218
Tiivistelmä
This thesis examines the preferences and habits of potential consumers of yoghurts in the southern part of Finland, Uusimaa. The aim of the thesis was to do market research in order to develop the design of yoghurt packaging in the case of the export of an existing French dairy product for wholesale distribution in Finland. The outcome of this thesis project is a better understanding of the possibility for Ker Ronan to export their yoghurt into the Finnish market in wholesale distribution. Among other areas, the purchasing patterns and consumption behaviour of consumers are examined to gain an overall view of consumer decision-making in relation to yoghurt purchases. The thesis project was commissioned by S.A.R.L. Ker Ronan, located in Rohan, Brittany, France, which sells yoghurts produced in an artisanal way in France, and which seeks to expand its sales to other countries in Europe.
This study is a quantitative research, with a survey of inhabitants of Uusimaa carried out in February and March 2017. 215 responses were collected as a sample of the population of Uusimaa of 1.6 million inhabitants. The survey examines the criteria which inform the buying process of a yoghurt purchase and the buyer profile related to the products. Since the target of 384 responses was not reached, however, the margin of error is higher than expected. Therefore, the confidence interval and level need to be considered for the generalisation of the data.
The results of the research show that a population of employees between 26 to 60 years-old with a maximum of two children as being most willing to buy the product. The criteria that the company needs to keep in mind are first the flavours. Either plain yoghurt or yoghurt containing berry pieces should be considered, and these should be offered at a reasonable price compared to competitors and without sugar or with little added-sugar. Willingness increased with a paperboard as primary packaging due to a lack of knowledge about recycling possibilities of other materials.
It is recommended that Ker Ronan develop a range of yoghurts with berries with less sugar than the actual products. Plain yoghurts have a strong development potential. A packaging text needs to be developed to let potential customers know about the recycling possibilities.
Further research could study the awareness of Finns about recyclable materials and how to reduce a lack of knowledge about the recyclability and reusability of plastic.
This study is a quantitative research, with a survey of inhabitants of Uusimaa carried out in February and March 2017. 215 responses were collected as a sample of the population of Uusimaa of 1.6 million inhabitants. The survey examines the criteria which inform the buying process of a yoghurt purchase and the buyer profile related to the products. Since the target of 384 responses was not reached, however, the margin of error is higher than expected. Therefore, the confidence interval and level need to be considered for the generalisation of the data.
The results of the research show that a population of employees between 26 to 60 years-old with a maximum of two children as being most willing to buy the product. The criteria that the company needs to keep in mind are first the flavours. Either plain yoghurt or yoghurt containing berry pieces should be considered, and these should be offered at a reasonable price compared to competitors and without sugar or with little added-sugar. Willingness increased with a paperboard as primary packaging due to a lack of knowledge about recycling possibilities of other materials.
It is recommended that Ker Ronan develop a range of yoghurts with berries with less sugar than the actual products. Plain yoghurts have a strong development potential. A packaging text needs to be developed to let potential customers know about the recycling possibilities.
Further research could study the awareness of Finns about recyclable materials and how to reduce a lack of knowledge about the recyclability and reusability of plastic.