Project Description

“Understanding the factors that influence the purchase decision-making of avocado”

THE CONTEXT OF THE RESEARCH

An international communication and marketing agency for food, wine and lifestyle asked UniqueView to help them gain insights into Chinese consumers’ lifestyle, dietary habits, purchase motives, consumption habits, and the factors that influence the purchase decision-making in respect of imported fruits, especially of avocado, in order to better determine and adjust the marketing strategy for avocado in Chinese market. Also, what meaning and significance imported fruits (especially avocado originating from Mexico) had for them such as advantages, benefits, concerns, etc? Our client, also, wanted to understand how avocado could be better marketed and presented to Chinese consumers and understand better ways to educate consumers about different ways to consume and store avocados which the objective of also enhancing overall sales.

OVERVIEW

A three–phase Exploratory Design was used for this study.

PHASE 1 – Diary

One week before the FW, all respondents were given a draft of different exercises as part of self-discovery element, which aims to provide our client with:

  • A rich and visceral understanding of the target consumers (e.g. their lifestyle, interests, interactions with imported fruits)
  • An idea of the interactions the target respondents have with imported fruits

PHASE 2: Face to Face Accompanied Visit

Our team organized face to face accompanied visits in store where the client could observe closely the purchase process of the target respondents. The purpose of the accompanied visits was to identify

  • Their shopping habits, experience and expectations, things that could be changed or improved.
  • Key factors that influence the decision making of purchase of fruits

PHASE 3: In-depth Interview

As a next step, an in-depth interview was conducted at respondent’s homes to discover further the food habits of the target respondents and to explore more about their opinions towards avocado from Mexico.

CONCLUSION

The research findings helped our client obtain a better understanding of Chinese consumers’ dietary habits, the factors that would influence their purchase decision making, and their views avocados from Mexico and imported fruits.