Based on the Results attached below, please elaborate on those two recomendations : 1. Laura Chanel should
add goat milk product benefits on packaging or grocery store signage. 2. Need to be more visible at grocery
stores because people don’t even know they exist. The text below is one part of the assignment I wrote, please
make sure to read that and write accordingly. Thank you!
Our taste-test focus group findings were indicative of Laura Chenel resonance with our target market. After
surveying the 15 participants, some common findings were that most had never tried goat cheese before this
moment, but all 15 indicated that they enjoyed the product. When asked about general cheese preferences
and qualities that are of importance to consumers, the most common theme was that consumers look for
versatility in cheese products, meaning a single cheese product that has many applications for different
culinary needs.
Based on our survey, we were able to determine a few trends and findings from those who responded to their
perception of goat cheese and Laura Chanel as a brand. Before this survey, we hypothesized that the majority
of our respondents were not going to recall or recognize the brand and our hypothesis was proven true. Based
on the 68 survey responses we received, 58 (93.55%) of them had never tried or heard of Laura Chanel.
However, interestingly 71% of respondents mentioned they were aware that goat cheese is commercially
available and 56% reported that they have tried goat cheese at least once. With this data in mind, we can
determine that individuals are aware of goat cheese as a product, but do not recall or recognize goat cheese
being sold by Laura Chanel.
In order to dig deeper to see whether or not individuals even purchase goat cheese as a staple food item in
their household, we gathered information about their purchasing behavior on goat cheese and dairy products
as a whole. Based on primary data gathered, 82% of respondents either do not purchase goat cheese at all or
only once a month. For those that did purchase goat cheese, only 4 respondents (6.45%) mentioned to have
tried Laura Chanel. For further analysis purposes, we gathered information on consumer behavior with dairy
products by asking how often they consume dairy products. We found that the answers for this question were
very diverse with 22% saying they consume dairy products “all the time”, 37% consume “often”, 25% consumer
“sometimes”, 15% consumer “not often”, and 0% “never” consume. Through the data gathered and mentioned
previously, we found that individuals do consume dairy products and consider it a kitchen staple, however goat
cheese is not typically ever on their grocery list which means individuals are still leaning to consume cow milk
dairy products or dairy alternatives which decreases the possibility of consumers recalling or recognizing Laura
Chanel.
Although the vast majority of the respondents said they do not purchase goat cheese often or at all, 30% said
they would consider “taste” as a factor to start consuming goat milk products, 22% said “vitamin and health
benefits”, 19% said “price”, 15% said “lactose content and digestibility”, and 12% said “versatility of cooking
uses”. Keeping this in mind, we found that consumers are not really educated on the benefits of consuming
goat milk products like goat cheese and brands, including Laura Chanel, and have not captured the attention of
consumers at grocery stores enough by making these factors more consumer aware either through grocery
store signage, product packaging, or advertising.