final research report

Final Research Report for Allan Candy Company

Sheridan College, Marketing Research

December 03, 2014

Sagar Sonawane, Jalesa E. Knight-Baker, Vidhi Parikh, Iuliia Iatsun

Final Research Report for Allan Candy Company 2

Table of Contents

Executive Summary.........................................................................................................3

Research Methodology....................................................................................................4

Analysis and Findings ………………………………………………………………………….5

- Primary Research........................................................................................................5

o What's my age again: Children are no longer the sole consumers of

candies……………………………………………………………………………….…..5

o To be Healthy or not be Healthy: Overall shift in preference towards healthier

candy options……………………………………………………………………………6

o Where is Allan's 'Big Foot' Candy: Neutral stance by loyal consumers towards

Allan's 'Big Foot' Candy…….………………………………………………………….8

- Secondary Research…………………………………………………………………….…10

o Recent studies in support of primary research findings……………….…….….…10

Limitations.................................................................................................................... ..11

Conclusions.................................................................................................................. ..15

Appendices……………………………………………………………………………..………16

Prepared by: Prestige Marketing Group 7


Executive Summary

The survey regarding candy consumption was conducted through probability

sampling at Sheridan College and via social networks through the ‘surveygizmo’

website. Prestige Marketing Group received 109 responses mainly from the millennials

(Generation Y) ranging in age from 15 to 35 years old.

Respondents preferred to purchase candies primarily for themselves and

occasionally for kids to satisfy their general snacking needs. Furthermore, the main

criteria for candy purchase are flavour options followed by pricing.

Prestige Marketing aimed to determine the health attitudes and demand of

confectionary consumers. Illustrated in Prestige’s findings, respondents choose a

stronger preference towards health beneficial candies such as nutritional value, being

sugar-free and low caloric intake. It is also observed that female sample respondents

prefer healthier options even if they don’t have any health restrictions hence seeking

healthier variety in today’s candies; while their male counterparts did not prefer any

health benefits/dietary modification to their candy.

In relation to our findings, it is observed that consumers will be more satisfied

with new, exciting flavours, better quality and taste within Allan Candy ‘Big Foot’ line

compared to its competitors.

There are some limitations were founded during and after conducting the survey.

The survey shows the minority fraction from the required sample population due to the

age demographic. The respondents did not read the instructions properly (human error)

and/or reported the survey to be too long.



Research Methodology

The population of the data collected was primarily 102 15-35 years old teens and

young adults.

Through probability sampling, Prestige Marketing group uploaded 19 questions

to determine the consumers current satisfaction with Allan Candy, the health/dietary

concerns of consumers and the role it plays in their buying decision; as well as general

consumer identification to uncover hidden target market segments. The survey was

conducted primarily at Sheridan College, on a Monday, during finals from approximately

8:15 am – 10:15 am including both staff and students from all educational levels and

subjects relating to business, both male and female. Respondents were given iPad’s

with a link to an internet survey page to record their respective answers and were

cleared by moderators upon completion in order to not bias future participants. Other

than the college, the remainder of the surveys were collected through anonymous

respondents after posting the link for the internet survey on various social media sites,

and family members.

These surveys were conducted at various times, day and virtually anywhere due

to the nature of the survey being represented online. Although not counted for, or

recorded, the data is representative of visible minorities, and other minority classification

to the best of the moderator’s ability. Prestige Marketing Group originally predicted a

sample of 160 participants would accurately extrapolate the data in application to the

population of interest; however, (after the original data was lost through the web survey

services), the data analyzed was conducted with a population of 109 participants.



Analysis and Findings

Primary Research:

What’s my age again: Children are no longer the sole consumers of candies.

Objective 1: To identify the current target market segment (age, gender,

frequency/occasion of use) and forecast for future confectionary consumers.

Hypothesis 1: With the industry’s expanding market of adults, Prestige will assist Allan

Candy with the repositioning of the brand as more than a ‘children’s candy;’ as well as

educate consumers on their niche and benefits.

Key Findings 1:

Adults between the age of 15-35, both male and female (96.2% of respondents

between this age group) make frequent candy purchases

Respondents purchase their candy once a week (37.7%) to satisfy general

snacking needs (68.9%) which is eaten right away (39.6%) or within a few hours

(23.6%)

Flavour options is the most influential factor (67.9%) when making a purchasing

decision followed by price (32.1%)

Candies were reported as being purchased for the respondent’s personal

consumption 81.1% of the time and are purchased for children 17.9% of the time

Summary Findings:

Teen and Young Adults also consume candy

o 96.3% 15-35 years old

o 81.1% purchase for themselves

Respondents look for flavour and price when purchasing

o flavour 67.9% of respondents

o price 32.1% of respondents



62.3%

34.0%

1.9% 1.9%

Candy Consumption by Age

15-25 years old 26-35 years old 36-45 years old 46-55 years old

Key Insight:

Children are no longer the sole consumers of candy. Teens and Young adults

(15 – 35 years old) together account for 96.2% of candy respondents (based on the

above graph).

To Be Healthy, Or Not to Be Healthy? That is the Question! Overall shift in preference

towards healthier candy options

Objective 2: To observe and determine the health attitudes/dietary demands of

confectionary respondents

Hypothesis 2: Modernizing the brand by including gluten/sugar/nut-free options will

reflect today’s consumer and speak to their need for guilt-free healthy indulgences

Key Findings 2:

Sugar-free (27%), nutritional value (28%) and caloric intake (23%) are key

factors respondents look for when purchasing candies



Participants from this representative sample did not report of having any health

concerns, but the majority (50%) would like to see health-reflected candy options

35% of those with no health/dietary concerns say they do not want health-related

candy

Summary Findings:

Most respondents do not have a dietary/health concerns (85%) inclusive of

males and females; however 50% of participants preferred healthy candies

o A significant difference was found between females and males (64% vs

37%) in preference for health/dietary modified candies despite not having

a health/dietary issue

I have a health concern and dietary need and I prefer a healthier candy option

I have a health concern and dietary need but I do not prefer a healthier candy option

I do not have a health concern and dietary need but I prefer a healthier candy option

I do not have a health concern and dietary need and I do not prefer a healthier candy option

0.0% 20.0% 40.0% 60.0%

8.8%

7.8%

49.0%

34.3%

Health attitudes of candy consumers

Percent

Key Insight:

Most of the respondents confirmed that they preferred a healthier candy

irrespective of the fact that they didn’t have any specific health/dietary concern



0%

10%

20%

30%

40%

50%

60%

70%

9% 9%

37%

46%

9% 7%

64%

20%

Health Attitudes of Candy Consumers Based on Gender

Male Female

Key Insight:

A significant difference was found between the attitude of men and women in

relation to their preference for healthier candies

Where is Allan ‘Big Foot’ Candy? Neutral stance by loyal consumers towards Allan's

'Big Foot' Candy

Objective 3: To determine customer satisfaction levels within Allan Candy’s ‘Big Foot’

line and compare against competitors (with similar product) current offerings.

Hypothesis 3: Introducing more decadent/unusual flavour e.g. tropical, super fruits,

assorted etc…options will increase consumer satisfaction.

Key Findings 3:

Flavour preferences include ‘Big Foot’ Original (29%), ‘Big Foot’ sour-blue

raspberry (27%), and ‘Big Foot’ sour-green apple (27%)

Respondent report their experience with Allan Candy ‘Big Foot’ as 36% ‘like it’



‘Big Foot’ is hard to locate for respondents (23.3%), the flavour (29.1%) and the

taste can be improved (26.7%)

Respondents have a general preference for competitor’s brand candy

Summary Findings:

Consumers want to see change in the ‘Big Foot’ line in regards to flavour (29%),

taste (27%) and availability (23.3%)

o Out of the participants who have consumed ‘Big Foot’ and love/like it,

78% reported the brand as having low-availability, 57% wanted to see

an improvement in packaging

Respondents who like/love Allan’s ‘Big Foot’ candy have reported a stronger

preference for competitor brands

o Maynard (30%)

o Wonka (54%)

o Jolly Rancher 35% more

Better Taste Packaging Options Availability New and Exciting Flavours

Other0%

10%

20%

30%

40%

50%

60%

17%

50%

33%

0% 0%

15%

7%

44%

30%

4%

24%

8%13%

39%

16%20%

0% 0%

40% 40%

Preferred Changes in relation to experience rating with Allan 'Big Foot' Candy

Love It Like It Neutral Dislike

Key Insight:

Most of the loyal respondents of Allan’s ‘Big Foot’ Candy reported issues with the

availability and packaging options of the same



Love It Like It Neutral Dislike Strongly Dislike0%

10%

20%

30%

40%

50%

60%

70%

80%

30%

0%

53%

16%

30%

4%

50%

32%

20%

0%

22%

13%

5%

40%

0%4%

13%

5% 4%0%

39%

25%

5%

20%

70%

Consumer Preference: Allan's 'Big Foot' vs Competitors

Maynard's Wonka Jolly Rancher Allan Candy Other

Key Insight:

Loyal respondents of Allan’s ‘Big Foot’ Candy have reported a stronger

preference for competitor brands like Maynard’s, Wonka, etc…

Secondary Research:


confectionary consumers

Key Findings 2:

7% of Canadians have a food allergy, and more are becoming vegan and

concerned about gluten-free/feel-better detox diets (Huffington Post Canada,

2014)

Although primarily seen in chocolate, superfoods such as acai berry which

contains antioxidants; as well as omega etc… may start to be seen more in

confectionary goods (S. Black Ltd, 2008)

Candy can have functional purposes such as preventing tooth decay from acidic

food etc… as well as reducing muscular tension (CMAC, 2014)



Women hold the purchasing decision and re more health-conscious and body

image oriented (Government of Canada, 2014)

(Government of Canada, 2014)

Limitations:

Sampling Error:

This study was primarily limited by its small sample size. The sample size may

have been extended by including more respondents from different educational,

professional and educational backgrounds (including visible minorities)

Preferably the number of participants would be more uniformly distributed across

gender, age, geography, etc.

Though the questions were uploaded online in time, the initial responses couldn’t

be retrieved due to technical difficulties. Thus, the questions had to be uploaded

again and a lot of responses were lost. The latter respondents represented a

narrow range of age, gender and geographic background as they were mainly

participants from the HMC campus of Sheridan College

Thus, results generated in the online survey (SurveyGizmo.com) may have been

skewed as majority of the survey participants were Sheridan students at HMC

campus and were not expected to play the role of parents to purchase candy



The concentration of a particular age demographic in the survey response

resulted in unavailability of required mix of sample frame response and thus

provided candy consumption trend of that particular age demographic

It is pertinent for the survey analyst to be aware of this sampling error made

during the survey

Non-sampling Error:

Questionnaire generated online allowed respondents to continue with the survey

rather than terminate it even though they “never” purchased Candy, which may

result in skewed results

The design of the questionnaire with regards to the candy consumption in

children also allowed respondents to answer even though they did not purchase

them for their children, mostly occurring in haste responses

The design of the questionnaire did not allow the respondents to provide “other”

answers in the given open ended questions

The questionnaire does not allow respondents to provide additional responses

apart from the given options.

The questionnaire design was time consuming for the respondents with 6-7

minutes of expected time of completion.

Question Analysis and Diagnosis:

In drafting the introduction of the questionnaire for the respondents, too much

detail was provided to the respondents which may have swayed the responses

towards the survey questions

The second question was framed incorrectly as it originally mentions “How long

before you consume the purchased candy?” instead of “How long does it take

before you consume the purchased candy?”

Responses to candy brand preference in question 5 could have been obtained

on a Likert scale, as respondents may prefer multiple candy brands at the same

time



Responses to question 6 were designed to understand the respondent’s

preference for new & innovative flavours, however the question was framed as”

what flavour would excite you to buy candies?” instead of what NEW flavour

would most excite you to buy candies?”

Question 6 designed to understand the respondents preference for exciting

flavours could have been an open ended question with option available to

mention their personal response in a “others” field

Responses for “Whom do you buy candies for?” in question 8 frame design failed

to address the multiple choice option as respondents may purchase candies for

themselves as well as children, family and friends

Responses for “Age group of children?” in question 9 were framed to keep in

mind the regular interval age frame which resulted in opting out the age frame of

1-3 year old children

Use of Likert scale to assist respondents provide response to questions 10, 11 &

12 which focused on important & appealing concepts for selecting and

purchasing candies along with respondent with/without health concern &

healthier/non-healthier candy options would have given a more accurate picture

of the candy consumption pattern among sample set

There was an error in one of the response option in question 19 with regards to

location of the respondents i.e. “Quebeck” instead of “Quebec”

Below given additional questions could have provided further insight into the sale

and quality preference for candy consumers.

An additional question concerning an comparative appealing factor for artificial

flavours vs colours, natural sweeteners vs corn syrup etc. in a “Yes” or “No”

format could have pointed at consumer preferences towards these trends

Additional question on specificities of purchase point of candies could have been

understood to provide a preferred point of sale e.g. convenience stores,

groceries, gas stations

To determine the impulse candy purchase among target consumers and identify

future trends with responses consisting of age in regular intervals.



What in your opinion is the right age to begin candy consumption with responses

of regular young age intervals



Conclusions

Prestige Marketing Group has determined that Allan Candy’s target market

segment should be modified to include teens and young adults from 15-35 years old.

According to the survey conducted at Sheridan College (HMC) and through social

networks, respondents purchase candies for themselves to satisfy general snacking

needs and primarily look at candy flavour and price options in their purchasing

decisions. Although the survey was primarily conducted at the college after the original

data was lost from the online database, the results are still representative of the

demands by consumers; therefore, Prestige recommends more research in to exactly

what types of candies these individuals purchase specifically as well as other relevant

data to move forward in this untapped market.

In modern society the major factor in consumers buying decision about

confectionery goods is having healthier options. Although most respondents did not

have any health/dietary concerns, secondary research determined that there is a shift

happening in which Canadians and the world stage have been moving towards. These

factors include such things as sugar-free options, nutritional value ratings and caloric

intake. Females in the survey were described as being more health conscious, while

men were less concerned about this reporting a non-health oriented ideology. It then

follows that in order to become competitive and innovative, Prestige recommends a

further study in the perception of health-oriented candies between females and males

and

Overall respondents ‘liked’ Allan ‘Big Foot’ Candy, namely the Big Foot Original

line; however they have also expressed a stronger connection with competitor brands,

which are also more easily accessible. Prestige recommends Allan Candy Company

look in to the role placement of product plays in relation to their sales. Future testing in

relation to providing new and exciting flavours with better taste would be beneficial in

terms of increasing consumer satisfaction.



Appendices

Objective 1: To identify the current target market segment (age, gender,

frequency/occasion of use) and forecast for future confectionary consumers

Questions Asked:

1. Multiple Choice: How often do you buy candies? (Never, Once a Week, Two -

Three Times a Week, Once a Month, Other)

2. Multiple Choice: How long before you consume the purchased candy? (Right

Away, Within a Few Hours, Within a Day, Within a Week, Other)

3. Multiple Choice: Why do you buy candy? (For special occasions, to satisfy your

general snacking needs, as a sign of reward for yourself/others, as a mood

elevator)

4. Multiple Choice: Please select your location (Toronto, rest of the GTA ex.

Brampton, Mississauga, Quebec, British Columbia, If other, please specify)

5. Multiple Choice: Which age group would you fall in? (15 – 25 years old, 26 – 35

years old, 36 – 45 years old, 46 – 55 years old, 56 years old and above)

6. Multiple Choice: Gender Selection (Male, Female)

7. Multiple Choice: Whom do you buy candies for? (Yourself, Children, Friends,

Family)

8. Multiple Choice (skip pattern in relation to question 7): Age group of children (3 –

5 years old, 6 – 8 years old, 9 – 11 years old, 12 – 14 years old)

9. Multiple Choice (skip pattern in relation to question 7): What concept is most

important when selecting candies for children? (Flavour, Packaging, Nutritional

Value, Allergy Free, Promotional Offers)

10.Multiple Choice: What is your preferred candy brand? (Maynard’s, Wonka, Jolly

Rancher, Allan Candy, Other)

11.Multiple Choice: Which flavour would most excite you to buy candies?

(Exotic/Spicy, Super Fruits, Original, Tropical, Other)

12.Multiple Choice: This factor most influences my candy purchase (Flavour

Options, Price, Availability, Brand, Other)




confectionary consumers

Questions Asked:

1. Multiple Choice: Which concept is most appealing when purchasing candies for

yourself? (Sugar Free, Allergy Free, Gluten Free, Nutritional Value, Calorie

Conscious)

2. Multiple Choice: Choose the most applicable option (I have a health

concern/dietary need, and I prefer a healthier candy option, I have a health

concern/dietary need, but I do not prefer a healthier candy option, I do not have a

health concern/dietary need, but I prefer a healthier candy option, I do not have a

health concern/dietary need, and I do not prefer a healthier candy option)

3. Other Questions That Apply: 2, 3, 7

Objective 3: To determine customer satisfaction levels within Allan Candy’s ‘Big Foot’

line and compare against competitors (with similar product) current offerings

Questions Asked:

4. Multiple Choice: What is your preferred candy brand? (Maynard’s, Wonka, Jolly

Rancher, Allan Candy, Other)

5. Multiple Choice: What is your preferred flavour option of Allan Candy? (Big Foot

Original, Big Foot Sour Blue Raspberry, Big Foot Sour Berry Lemonade, Big Foot

Sour Green Apple, Big Foot Orange Cream Pop, Allan Magic Big Foot)

6. Multiple Choice: What change would you prefer in Allan ‘Big Foot’ Candy? (Better

Taste, Packaging Options, Availability, New & Exciting Flavours, Other)

7. Multiple Choice: How would you rate your indulgence/experience with Allan ‘Big

Foot’ Candy? (Love It, Like It, Neutral, Dislike, Strongly Dislike)

8. Other Questions That Apply: 1, 2, 3, 10, 11, 12



XL Data Analysis (Percentages Analysis and Cross – Tabulations):

The information below was used to analyze objectives 1 and 3

How often do you buy candies?Category Frequency Percent

Never 3 2.8%Once a Week 40 37.7%Two-Three Times a Week 25 23.6%Once a Month 32 30.2%Other 6 5.7% Total 106 100.0%

Conclusion: 37.7% of consumers purchase candies once a week.

The information below was used to analyze objectives 1, 2 and 3

How long before you consume the purchased candy?Category Frequency Percent

Right Away 42 39.6%Within a Few Hours 25 23.6%Within a Day 16 15.1%Within a Week 21 19.8%Other 2 1.9% Total 106 100.0%

Conclusion: 39.6% of consumer eat candies right away after purchase.


Why do you buy candy?Category Frequency Percent

For special occasions 16 15.1%To satisfy your general snacking needs 73 68.9%As a sign of reward for yourself 17 16.0% Total 106 100.0%

Conclusion: 68.9% of consumers purchase candies to satisfy their general snacking

needs.




What is your preferred candy brand?Category Frequency Percent

Maynard's 28 26.7%Wonka 22 21.0%Jolly Rancher 17 16.2%Allan Candy 5 4.8%Other 33 31.4% Total 105 100.0%

Conclusion: 26.7% of consumers prefer Maynard’s and 21% prefer Wonka branded

candy.


Which flavour would most excite you to buy candies?Category Frequency Percent

Exotic and Spicy 11 10.4%Super Fruits 19 17.9%Original 49 46.2%Tropical 21 19.8%Other 6 5.7% Total 106 100.0%

Conclusion: Consumers reported that the flavours which would be most exciting to see

would be original (46.2%), tropical (19.8%), and super fruits (17.9%).


This factor most influences my candy purchase:Category Frequency Percent

Flavour options 72 67.9%Price 34 32.1% Total 106 100.0%

Conclusion: Consumers rated flavour options (67.9%) and price (32.1%) as factors

which influence their candy purchase.




Whom do you buy candies for?Category Frequency Percent

Yourself 86 81.1%Children 19 17.9%Friends 1 0.9% Total 106 100.0%

Conclusion: Consumers normally purchase candies for themselves (81.1%), and

sometimes kids (17.9%).

The information below was used to analyze objective 2

Which concept is most appealing when purchasing candies for yourself?Category Frequency Percent

Sugar Free 27 27.0%Allery Free 17 17.0%Gluten Free 5 5.0%Nutritional Value 28 28.0%Calorie Conscious 23 23.0% Total 100 100.0%

Conclusion: Nutritional value (28%), sugar-free (27%), and allergy-free (17%), are all

important concepts that are considered when consumers purchase candies for

themselves.


Choose the most applicable option:Category Frequency Percent

I have a health concern and dietary need and I prefer a healthier candy option 9 8.8%I have a health concern and dietary need but I do not prefer a healthier candy option 8 7.8%I do not have a health concern and dietary need but I prefer a healthier candy option 50 49.0%I do not have a health concern and dietary need and I do not prefer a healthier candy option 35 34.3% Total 102 100.0%

Conclusion: Most consumers do not have a health concern; however 49% would still

like to see healthier candy options while 34.3% did not.




What is your preferred flavour option of Allan Candy?Category Frequency Percent

Big Foot Original 24 29.3%Big Foot Sour Blue Raspberry 22 26.8%Big Foot Sour Berry Lemonade 7 8.5%Big Foot Sour Green Apple 22 26.8%Big Foot Orange Cream Pop 4 4.9%Allan Magic Big Foot 3 3.7% Total 82 100.0%

Conclusion: The most preferred flavour option for Allan Candy ‘Big Foot’ candy are

Original (29.3%), Sour Blue Raspberry (26.8%), and Sour Green Apple (26.8%).


How would you rate your indulgence/experience with Allan 'Big Foot'™ Candy?Category Frequency Percent

Love It 6 7.9%Like It 27 35.5%Neutral 38 50.0%Dislike 5 6.6% Total 76 100.0%

Conclusion: Consumers noted they ‘liked it’ in relation to Allan ‘Big Foot’ candy.


What change would you prefer in Allan 'Big Foot'™ Candy?Category Frequency Percent

Better Taste 23 26.7%Packaging Options 8 9.3%Availability 20 23.3%New and Exciting Flavours 25 29.1%Other 10 11.6% Total 86 100.0%

Conclusion: Consumers want to see better taste (26.7%), better availability (23.3%),

and more new, exciting flavours (29.1%) in relation to Allan’s ‘Big Foot’ Candy.




Gender Selection:Category Frequency Percent

Male 60 56.6%Female 46 43.4% Total 106 100.0%

Conclusion: Both males and females indulge in candy.


Which age group would you fall in:Category Frequency Percent

15-25 years old 66 62.3%26-35 years old 36 34.0%36-45 years old 2 1.9%46-55 years old 2 1.9% Total 106 100.0%

Conclusion: The primary age group of participants fell in to 15-35 years old (96.3%).


Please select your location:Category Frequency Percent

Toronto 36 34.0%Rest of the GTA 62 58.5%Quebec 1 0.9%British Columbia 2 1.9%Other 5 4.7% Total 106 100.0%

Conclusion: Most of the population surveyed reported their location being from the GTA

including Toronto.



Cross Tabulation between Health Attitudes and Gender:

Crosstabulation Analysis (No table indicates an error in your data)

CROSSTABS VARIABLES ANALYZEDRow Variable ->> Choose the most applicable option:

Column Variable ->> Gender Selection:

Observed Frequencies Male Female Grand Total Statistical Values

I have a health concern and dietary need and I prefer a healthier candy option 5 4 9 Chi Sq df SigI have a health concern and dietary need but I do not prefer a healthier candy option 5 3 8 8.86 3 0.03

I do not have a health concern and dietary need but I prefer a healthier candy option 21 29 50I do not have a health concern and dietary need and I do not prefer a healthier candy option 26 9 35

Grand Total 57 45 102

There IS a significant association between these two variables.(95% level of confidence)

Column Percents Male Female Grand Total

I have a health concern and dietary need and I prefer a healthier candy option 9% 9% 9%I have a health concern and dietary need but I do not prefer a healthier candy option 9% 7% 8%I do not have a health concern and dietary need but I prefer a healthier candy option 37% 64% 49%I do not have a health concern and dietary need and I do not prefer a healthier candy option 46% 20% 34%

Grand Total 100% 100% 100%

Conclusion: There was a significant difference between females and males who do not

have health concerns and what they want reflected in the market. 64% of females want



to see healthier options despite not having health related concerns; however 46% of

males did not want to see healthier options reflected in their candy they purchase.

Cross Tabulation between ‘Indulgence/Experience with Allan’s Big Foot and

Changes preferred in Allan’s Big Foot’:

CROSSTABS VARIABLES ANALYZEDRow Variable ->> What change would you prefer in Allan 'Big Foot'™ Candy?

Column Variable ->> How would you rate your indulgence/experience with Allan 'Big Foot'™ Candy?

Observed Frequencies Love It Like It Neutral Dislike Grand Total Statistical Values

Better Taste 1 4 9 1 15 Chi Sq df Sig

Packaging Options 3 2 3 0 8 26.91 12 0.01

Availability 2 12 5 0 19New and Exciting Flavours 0 8 15 2 25Other 0 1 6 2 9

Grand Total 6 27 38 5 76


Column Percents Love It Like It Neutral Dislike Grand Total

Better Taste 17% 15% 24% 20% 20%Packaging Options 50% 7% 8% 0% 11%Availability 33% 44% 13% 0% 25%New and Exciting Flavours 0% 30% 39% 40% 33%Other 0% 4% 16% 40% 12%

Grand Total 100% 100% 100% 100% 100%

Conclusion: Consumers who reported a like/love relationship with Allan Candy have

reported they would like to have better taste (32%), more packaging options (57%), and

new and exciting flavour (77%).



Cross Tabulation between ‘Indulgence/Experience with Allan’s Big Foot and

Preferred Candy Brands’:

Crosstabulation Analysis (No table indicates an error in your data)

CROSSTABS VARIABLES ANALYZEDRow Variable ->> What is your preferred candy brand?

Column Variable ->> How would you rate your indulgence/experience with Allan 'Big Foot'™ Candy?

Observed Frequencies

Love It Like It Neutral DislikeStrongly

Dislike Grand Total Statistical Values

Maynard's 7 0 10 4 3 24 Chi Sq df Sig

Wonka 1 4 6 5 0 16 40.07 16 0.00

Jolly Rancher 5 1 1 10 0 17Allan Candy 1 1 1 1 0 4Other 9 2 1 5 7 24

Grand Total 23 8 19 25 10 85


Column Percents

Love It Like It Neutral DislikeStrongly

Dislike Grand TotalMaynard's 30% 0% 53% 16% 30% 28%Wonka 4% 50% 32% 20% 0% 19%Jolly Rancher 22% 13% 5% 40% 0% 20%Allan Candy 4% 13% 5% 4% 0% 5%Other 39% 25% 5% 20% 70% 28%

Grand Total 100% 100% 100% 100% 100% 100%

Conclusion: In relation to those who rated having a positive experience with Allan ‘Big

Foot’ candy (‘like’/’love’ it), 30% liked the Maynard’s brand more, Wonka 54% more and

Jolly Rancher 35% more .



References

Ahmad, A. (2014, May). Candy Production in Canada . Retrieved from IBIS WORLD:

www.ibisworld.ca

CMAC. (2014, 10). Confection and You Nutrition . Retrieved from CMAC:

http://www.confectioncanada.com/nutrition.aspx

Government of Canada. (2014, 10). Health and Wellness Trends for Canada and the

World October 2011. Retrieved from Agriculture and Agri-Food Canada:

http://www.ats-sea.agr.gc.ca/inter/4367-eng.htm

Huffington Post Canada. (2014, 10). Health And Food Trends 2013: 20 Healthy

Lifestyle Trends For The New Year. Retrieved from Huffpost Living Canada:

http://www.huffingtonpost.ca/2012/12/28/health-and-food-trends-

2013_n_2370772.html

S. Black Ltd. (2008, 09). Healthier and Indulgent Confectionery. Retrieved from Food

Navigator.com:

http://www.foodnavigator.com/smartlead/view/220595/4/Healthier-and-Indulgent-

Confectionery

Types of Research Designs. (2014, 10). Retrieved from USC Libraries :

http://libguides.usc.edu/content.php?pid=83009&sid=818072


final research report

Documents

marketing research

candy purchase

candy consumption

final research report

research methodology

secondary research

prestige marketing group

allans big foot candy