Complete Contents

8/8/2019 Complete Contents

1/25

Attitude Research Report Oreo Blueberry Ice Cream

CHAPTER I

INTRODUCTION

Food is one of essential elements that support the life of a human being. In fact, we

even cannot live without food. Therefore, during the downturn of our economic, one of the

potential business sectors to work for is the food industry, especially in the country with the

great number of population such as Indonesia. Indonesia has 200 million people, which is the

fourth largest population in the world. In 2005, Indonesia consumption per capita for food

and beverages is 12% from the total living consumption, which grew from year by year.

Among the food consumption, none is more promising than the snack industry, which is

being consumed by diverse social layer periodically. From the data, based on AC Nielsen

research in 2008, Indonesia snack market increased 19.45% or equal to Rp 2, 5 trillion.Moreover, the average calories consumption per capita in 2009 was 278.46 percent.

Therefore, referring to the fact that snack industry is wide spread and lucrative, we want to

take one snack as our model and see how people response toward the launching of new

product from a well-established brand. Eventually, we took Oreo as our model because its

historical performance. Overlooking Oreo as a brand, it has embarked on a long journey

stating from its early establishment into its current position right now.

In 1912, Nabisco produced the first ever Oreo with American and European as itsprimary target market. Lately, Oreo has been dominating the milk sandwich cookies market

(AC Nielsen 2008) along with Danone, its fellow peer from the same parents company. As a

successful chocolate sandwich producer which generated 491 billion items during its

introductory stage, the number varieties and innovation has been its critical point in educating

the market. In addition, the versatile usage of the product is also another key success factor,

as the Oreo becomes various garnish, dressing, and even prime material of certain food

products. In Indonesia, Oreo has introduced several varieties including cookies, soft cakes,

and wafers. It appears that the sky is the limit for Oreo, as in early 2010, Oreo launch a new

variant with blueberry ice cream flavor. Aiming the youth as its potential consumer, Oreo

allocates its money heavily on television based advertising during the Sunday commercial as

a part of its introduction strategy. However, the low intensity advertising seems to put the

Oreo Blueberry Ice Cream growth at a status quo and instead of building people awareness

people tend to be clueless about the product existence. To make it even worse, the product is

only commonly available in the big size that makes the buyer reconsider their decision as

their intention is just to try the new products, they has not reach the repurchasing stage yet.

1 Consumer Behavior


2/25


The other variant of the packaging is slightly clever as they try to market the product in a

small package consists of three Oreo blueberries, however the smart packaging idea is not

supported by wide distribution of the product, therefore as the scale of distribution is

relatively narrow people still not develop the awareness on the products.

In term of the product life cycle, throughout the research we want to figure out deeper on how

people responses toward the new brand and what are the biggest factor that may help thecompany to grow and attain the peak of the life cycle while avoiding the declining stage.

2 Consumer Behavior


3/25


CHAPTER II

RESEARCH OBJECTIVES

This research is targeted for consumers that have ever experienced Oreo Blueberry Ice

Cream. So before we distribute the questionnaire we will make sure that the consumers have

at least once ate the product and saw the broadcasted advertisement of Oreo Blueberry Ice

Cream. To be clear about the objectives that we want to achieve in this research first of all we

are going to clarify the issue by defining the research problems that arise from this particular

product. We do hope that we can answer all of the research problems thoroughly after doing

this research. Below is the list of research problems.

1. How is the consumer attitude towards Oreo Blueberry Ice Cream?

2. Who is influencing the consumer in making decision to buy Oreo Blueberry Ice

Cream?

3. How is the consumer attitude toward Oreo Blueberry Ice Creams broadcasted

advertisement?

4. What are the improvements that can be made for Oreo Blueberry Ice Cream?

Basically, the research objectives were conducted to find the attitude of teenager andyoung adult that have eaten Oreo Blueberry Ice Cream and seen its broadcasted

advertisement in television. Inside this consumer behavior research report we will clarify all

of the consumer belief about chocolate biscuit and evaluation towards Oreo Blueberry Ice

Cream both for the product and broadcasted advertisement. After we know about the belief

and evaluation we will analyze the influencer surrounding each consumer that can affect the

process in decision making to whether or not to buy Oreo Blueberry Ice Cream. We will

evaluate each variable and analyze whether the consumer attitude towards Oreo Blueberry

Ice Cream is positive or negative. Afterwards we will use the findings of this research to

analyze the effectiveness of Oreo Blueberry Ice Cream product and broadcasted

advertisement in the market. Last, we will give several recommendations based on the

consumer attitude toward brand and behavior attention and broadcasted advertisement to

make this product more likeable and sellable in the market in the future.

3 Consumer Behavior


4/25


CHAPTER III

THEORETICAL BACKGROUND

A. Concept

An attitude is an enduring organization of motivational, emotional, perceptual, and

cognitive processes with respect to some aspect of our environment. It refers to how an

individual thinks, feels, and acts toward some aspect of his or her environment, such as

product, service, television show, or advertisement, all of which represent an important

influence on an individual's lifestyle.

Attitude has three components, which are cognitive, affective, and behavioral. All

of these three attitude components tend to be consistent, whereby a change in one attitude

component tends to produce related changes in the other components. Cognitive

component refers to the consumer's beliefs about an object. Those beliefs can be both

about the emotional benefits and objective features of having or using a product. The

more positive beliefs associated with a brand, the more favorable the attitude is.

Meanwhile, affective component is about feelings or emotional reactions to an

object. A consumer's affective evaluation toward a product might be developed without

cognitive information about the product, or it may be the evaluations of the product's

performance. The affective reaction to a specific aspect of a product will determine the

overall reaction to the brand.

Lastly, behavioral component is one's tendency to respond in a certain manner

toward an object or activity. It provides response tendencies or behavioral intentions.

Actual behaviors reflect these intentions as they are modified by the situation in which the

behavior will occur.

B. Research Variables and Indicators

Variables Indicators Adjective

Products The texture of the products Crunchy

The taste of the products Sweet

The way to consume the products Unique

The sensation after consuming the products Refreshing

The nutrition contents in the products Nutritious

4 Consumer Behavior


5/25


The use as complementary products Functional

Culture of Product The way to consume the products Unique

Packaging The design of the package PracticalPrice The price value of the products Affordable

Promotion The widely-arranged promotions activities Memorable

Distribution / place The distribution of the products Convenience

Advertisements

Source

An advertisement endorsed by experts Reliable

An advertisement endorsed by famous people Reliable

An advertisement showing the composition ofthe products

Reliable

An advertisement showing the quality of theproducts

Reliable

An advertisement showing the uniqueness of theproducts

Attractive

An advertisement showing the clarity of theproduct information

Clear

An advertisement showing the persuasiveness tothe audience

Persuasive

An advertisement showing the friendliness to theaudience

Attractive

An advertisement showing the excitement ofusing the product

Exciting

An advertisement showing the affordableproduct price to the audience

Affordable

Media An advertisement broadcasted in the primetelevision channel

Reliable

An advertisement broadcasted in continuousfrequency

Memorable

An advertisement showing longer duration Attractive

5 Consumer Behavior


6/25


An advertisement matching with the relatedprograms

Memorable

An advertisement communicating the culture touse

Memorable

Target Audience An advertisement attracting the target audience Persuasive

Effect onCommunication

An advertisement persuading target audience intrying the products

Persuasive

An advertisement persuading target audience inbuying the products

Persuasive

An advertisement persuading target audience inrecommending the products to other

Persuasive

C. Questionnaires

Gender : M / F (Choose the right one)

Age : .

1. What is your current occupation?

6 Consumer Behavior

Our dear respondents, we are students from International Business program PetraChristian University conducting consumer behavior analysis toward the sandwichedcookies product and advertisement. We specifically chosed Oreo Blueberry Ice Cream

product to become the model of our research. Therefore, we hope your best cooperationin filling in this questionnaire.


7/25


a.

b. Students

c. Housewives

d. Entrepreneur

e. Others, .

1. What is your latest education background?

a.

b. Elementary School

c. Junior High School

d. Senior High School

e. Under-graduae

1. How much is your personal spending in a month?

a.

b. < Rp.500,000.00

c. Rp.500,000.00Rp. 700,000.00

d. Rp.700,001.00-Rp.1,000,000.00

e. > Rp.1,000,000.00

1. How much is your budget allocated to buy snacks in a month ? (including sandwiched

cookies)

a. < Rp. 50,000.00

b. Rp. 50,000.00 Rp.

100,000.00

c. Rp. 100,001 Rp. 150,000.00

d. >Rp. 150,000

1. From the listed brands of sandwiched cookies below, which one do you consume themost?

a.

b. Oreo

c. Selamat

d. Tim Tam

e. Others, .

7 Consumer Behavior

Below are the statements about the belief toward an ideal chocolate biscuit productalong with the evaluation of Oreo Blueberry. Please give a checkpoint () in these

provided column if you consider the statement is the best option for you.


8/25


Range:

VA : Very Agree

A : Agree

N : Neutral

DA : Disagree

VD : Very Disagree

No Beliefs VA A N DA VD

1 Sandwiched cookies which is crunchy is good

2 Sandwiched cookies which tastes sweet is good3 Sandwiched cookies which has unique taste is good

4 Sandwiched cookies which has cool sensation is good

5Sandwiched cookies which contain high calcium isgood

6Sandwiched cookies which can be used as thecomplementary is good

7 Sandwiched cookies which can be consumed in uniqueway is good

8 Sandwiched cookies which has handy package is good

9 Sandwiched cookies which is affordable is good

10 Sandwiched cookies which is widely promoted is good

11 Sandwiched cookies which is easy to find is good

No Evaluations VA A N DA VD

1 Oreo Blueberry Ice Creamis crunchy

2 Oreo Blueberry Ice Cream tastes sweet

3 Oreo Blueberry Ice Cream has unique taste

4 Oreo Blueberry Ice Cream has cool sensation

5 Oreo Blueberry Ice Cream has high calcium

6 Oreo Blueberry Ice Cream can be used as thecomplementary

8 Consumer Behavior


9/25


7 Oreo Blueberry Ice Cream is consumed in unique way

8 Oreo Blueberry Ice Cream has a handy package

9 Oreo Blueberry Ice Cream is affordable

10 Oreo Blueberry Ice Creams widely-promoted11 Oreo Blueberry Ice Creams easy to find

Range:

9 Consumer Behavior

Below are the statements expressing how the external parties affect the likelihood ofyour decision in purchasing Oreo Blueberry Ice Cream. Please, give a checkpoint () inthese provided column if you consider the statement is the best option for you.


10/25


10 Consumer Behavior

15Str

o

n

g

l

y

n

o

tS

u

g

g

e

st

S

tr

o

n

g

l

y

S

u

gg

e

s

t


11/25


Subjects 1 2 3 4 5

My Friends Me to buy Oreo Blueberry Ice Cream.

My Parents Me to buy Oreo Blueberry Ice Cream.

My Siblings Me to buy Oreo Blueberry Ice Cream.

My Boy/Girl Friend Me to buy Oreo Blueberry Ice Cream.

Range:



12/25



15Ve

r

y

S

m

a

ll

V

e

r

y

B

i

g


13/25


No Subjects 1 2 3 4 5

1 How big is the probability for You to follow yourfriends suggestion?

z2 How big is the probability for You to follow yourparents suggestion?

3 How big is the probability for You to follow yoursiblings suggestion?

4How big is the probability for You to follow yourboy/girl friendssuggestion?

Range:

VA : Very Agree

A : Agree

N : Neutral

DA : Disagree

VD : Very Disagree

1. Have you ever seen the advertisment ofOreo Blueberry Ice Cream in Indonesia?a. Yes

b. No1. Which station have you seen the Oreo Blueberry Ice Cream on? SCTV RCTI Indosiar Trans TV

Trans 7 Global TV Metro TV TV one TPI TVRI Others

No Beliefs VA A N DA VD


Below are the statements about the belief toward an ideal chocolate biscuitadvertisement along with the evaluation ofOreo Blueberry advertisement. Please, givea checkpoint () in these provided column if you consider the statement is the bestoption for you.


14/25


1Advertisement using the right expert in the field is agood advertisement.

2Advertisement using a famous endorser is goodadvertisement.

3Advertisement displaying a thorough productcomposition is a good advertisement.

4Advertisement portraying togetherness is a goodadvertisement.

5Advertisement displaying product quality is a goodadvertisement.

6Advertisement displaying product uniqueness is a goodadvertisement.

7Advertisement which can persuade people is a goodadvertisement.

8Advertisement portraying friendliness is a goodadvertisement.

9Advertisement portraying joyfulness is a goodadvertisement.

10Advertisement displaying affordable product`s price is

a good advertisement.

11Advertisement that is assigned to famous TV station isa good advertisement.

12Advertisement with a continual frequency is a goodadvertisement.

13Advertisement with a long duration is a goodadvertisement.

14

Advertisement which appropriate with the related TV

program is a good advertisement.

15Advertisement which communicates the product`susage culture is a good advertisement.

16Advertisement which can attract people`s attention is agood advertisement.

17Advertisement that can affect target audiencewillingness in trying the product is a goodadvertisement.

18 Advertisement that can affect target audience



15/25


willingness in buying the product is a goodadvertisement.

19Advertisement that can affect the target audience tosuggest the other people to buy is a good

advertisement.

No Evaluations VA A N DA VD

1Oreo Blueberry Ice Cream advertisement using theright expert in the field

2Oreo Blueberry Ice Cream advertisement using famous

people as the endorsers.

3 Oreo Blueberry Ice Cream advertisement showingproduct composition.

4Oreo Blueberry Ice Cream advertisement showing thenature of togetherness.

5Oreo Blueberry Ice Cream advertisement showing

product quality.

6Oreo Blueberry Ice Cream advertisement showing

product uniqueness.

7 Oreo Blueberry Ice Cream advertisementis persuasive.

8Oreo Blueberry advertisement showing the nature offriendliness.

9Oreo Blueberry Ice Cream advertisement showing thenature of joyfulness.

10Oreo Blueberry Ice Cream advertisement is showingaffordable price.

11 Oreo Blueberry Ice Cream advertisement isbroadcasted in famous TV station.

12Oreo Blueberry Ice Cream advertisement is

broadcasted in continual frequency.

13Oreo Blueberry Ice Cream advertisement has a longduration.

14Oreo Blueberry Ice Creamadvertisement is appropriatewith the related TV program

15 Oreo Blueberry Ice Cream advertisement



16/25


communicates the product`s usage culture.

16Oreo Blueberry Ice Cream advertisement can attract

people`s attention is a good advertisement.

17Oreo Blueberry Ice Cream advertisement affects targetaudience willingness in trying the products

18Oreo Blueberry Ice Cream advertisement affects targetaudience willingness in buying the products.

19Oreo Blueberry Ice Cream advertisement affects thetarget audience to suggest other people to buy

W1 = % influenced / decided by our own willingness in making decision

W2 = % influenced / decided by other parties in making decision

Type Decision Maker Percentage

W1 Ourselves %

W2 Parents %

Friends %

Siblings %

Girl / boy friends %

100 %



17/25


CHAPTER IV

THE RESEARCH ANALYSIS

A. Relation between age and attitude toward the product.

The table shows that from the equal number of respondents, the likelihood of neutral

attitude toward the product is the biggest. It means that they do not actively involve in adding

up their knowledge on the product. However, the tendencies of having a positive attitude is

bigger than negative attitude, showing that there is possibility if there is more exposure from

the product people will response positively and may shift their attitude from neutral to

positive attitude. We can see that the positive attitude is the majority, 7.5 % for the

respondent with the age range of 17 years old and 11.67 % from the respondent with the

range of 18 years old.

B. Relation between age and attitude toward the advertisement

The relationship between age and advertisement shows the tendency of neutral

attitude of majority people in response to the prevailing advertisement. The highest negative

response is come from respondent with the age range of 17 years old, which is contribute



18/25


16.67 % negative response toward the advertisement of Oreo blueberry. Meanwhile,

respondent with the range of 18 years old also contribute highest percentage of the

respondent negative response with 10 % negative response. The quality, frequency, and

creativity of the advertisement most likely become the critical points that affect the attitude.

However, the second place of tendency is both of the respondent groups response negatively

toward the advertisement. Most likely, the advertisement does not communicate the product

well and the duration is too short, making people become alienated from the product.

C. Consumers attitude toward the advertisement

In this figure, there is a significant diffences between the salient belief on an ideal

advertisement and the real Oreo blueberry advertisement. In term of salient belief,

the most important aspect is the advertisement should display the product quality so

that the advertisment may enhance people awareness and trust toward the product.

The long duration advertisement will distract consumer conentration toward the

product and they become skeptical in involving on the knowledge seeking of the

product information. However, the respondents show a different attitude toward the

oreo advertisement, as the most important thing is shifting from an advertisment that

shows the product quality into an advertisement that shows the product uniqueness.It is because people mindset on the oreo advertisment is all about the twist, lick, and

dunk because in term of trustworthiness, Oreo has gained full credit from the society.

Another important things that we should aware on this figure is that people define

Oreo advertisement identically as an advertisement that portraits the nature of

friendliness and joyfulness. So therefore, it is a challenge for Oreo to maintain the

product uniqueness and integrate the product quality factors and nature trademark of

friendliness and joyfulness to help them grab people attention in the long run.

D. Consumers attitude toward the advertisement

The consumer attitude toward brand displays that there is a similar tendency from the

respondents that a good chocolate sandwich must be crunchy. However, respondent

has another idea that the real oreo should be not only crunchy but sweet as well. The

respondents perceive Oreo Blueberry as a mixture of crunchiness, sweetness, and



19/25


uniqueness. The perception is mainly affected by oreo historical product which

always feature a sweet cream with unique product culture and a premium chocolate

crunchy sandwich. We suggest that by combining the consumer belief and

evaluation, Oreo should distribute their Oreo blueberry product wisely and

thoroughly in the potential retailer while maintaining its original taste that has

become their root competences. In addition, as Oreo is now under Kraft industry,

they should imbue their product with high calcium feature because it is what in

people mind about nowadays Oreo.

E. The relation between age and influencer of buying decision

When we analyze the relationship between age and the influencer of buying decision,

we found out that most of the customer buying decision came from both own and

others suggestions. Customers who are over 18 years old and over are more resistant

to others suggestions than the customer who have the age 17 and below. If we seethroroughly, the average percentage of influence shows that 52% decisions are more



20/25


concentrate on own judgement and knowledge than others suggestions. Parents as the

closest community hold the second highest influence in making the decision to buy

the products. Friends suggestion follow on the third highest.

F. The relation between influencer of buying decision and respondent motivation

in buying the product

Most of the decisions are undertaken by self consent and other

recommendation, with not strongly not suggest and not suggest share the equal

amount of numbers. People usually discover a new product through the viral

marketing between friends, so therefore the decision made is usually the result of

suggestive or non suggestive advice from their relatives or peers. However, even

though the table showed that most respondents are demotivated by the acquintances

suggestion to not buy the product, but in the reality their suggestion is a product oftheir lack-of-product knowledge about the product, in brief; how can a person

suggest the other to try a new product if they do not even try it in the first place?

G. The relation between respondent attitude toward the product and respondent

behavior in buying product



21/25


The majority of the responents implied that they will probably not buy the

product. Meanwhile, the second biggest respondent said that they can not decide to

buy or not to buy the product. This table shares similarity with the previous table as

the respondent collectively collect information before they make their final decision.

Nevertheless, the table may not produce a valid implication as the influencer does

not suggest to buy the product because they do not develop the awareness that such a

product exist. The product low promotion reduce the likelihood of the consumer

from involvement process, instead it drives the potential consumer away.

H. The relation between respondent attitude toward product and respondent

motivation in buying product.

Most of the respondents experience a strongly prohibited action from their

external surrounding. We can assume that there are two possible options on this

issue. First, the external parties have tried the product but they do not view the

product good in term of taste so therefore they do prohibit the respondent. Second,

the external parties have not tried the product but because their acquintances or

families have tried and they said the product does not match the expectation they do

not recommend the product so there it goes to the influencer. However, in term of the

attitude toward the product, respondents share same things in common which is theyresponse neutrally toward the where being of the product; and it is a good indicator.

The bottleneck of this issue is on the influencer, so as the company manage to affect

the influencer the problem will be eliminated easily.

Here, we can notify that respondent attitude toward the product is mostly in

neutral position with 79 responent in total. However, there is a tendency that

respondent will not continue to buying stage because they are indiferrent either they

buy or do not buy. As the wrap up of the analysis, we may conclude that in term ofthe attitude and behavior of people toward the product, they show no interest and low



22/25


involvement because there is not enough stimulus that can become the catalyst to

fasten the process of buying the product.

I. The relation between respondent attitude toward advertisement and respondent

motivation in buying the product

The table displays that the majority of respondents are having neutral response

attitude toward the advertisement. However, the external parties does not suggest the

respondent toward the product, again because the advertisement campaign is in form

of low exposure advertisement with minimum frequency. In order to support the

ongoing of the product the best aaction that should be reformed is to increase the

exposure of the advertisement not limited in the television media but also in the other

possible media using secluded venue or special campaign.

J. The relation between respondent attitude toward advertisement and respondent

behavior in buying the product



23/25


In term of the respondent behavior toward the product, majority would doubtful in

determining their decision as the stimulus to buy the product. Even though the

respondents are confused, but they are in neutral position, so there is a chance to

convert them from a product observer into a potential buyer. The possible marketing

stimulus would be a free tester or bundling package to strengthen the respondent

decision in buying or not buying the product. By trying the product, the respondent

could judge wether the product lives up their expectation or not, and eventually it can

help them to reshape their mind and make a better decision.



24/25


CHAPTER V

RECOMMENDATION

Based from the data that we get from the questioner distribution, we find out that

actually the majority of the consumer does not really concern with Oreo Blueberry

product and advertisments. We can see from the questioners filling, whereas many of the

respondents / customer does not have enough information about the product. Thus, they

tends to fill the questionaire with neutral answers. Therefore, the producer of Oreo

blueberry should realize about the negative responses from the consumer / respondents,

and try to find solution for this roblem. These are some recommendation that can be

useful to make this product become more likeable and sellable in the market.

Broadcasted media:

1. Kraft company, as the main company for oreo products should collaborate

with local cartoon creator to create children cartoon TV program to be broadcasted in

national tv station. Through the children cartoon tv program, the company can insert

the products value such as togetherness, intimacy between family and friends through

the storyline in the programs furthermore, products variety of oreo can be promoted

through subliminal marketing through the tv programs. The tv programs itself also

supposed to educate and entertain children at the same time. Its double benefit for the

company, where since young age, children are exposed to the great culture of Oreo. In

the long run, Kraft can create new generation of consuming oreo as part of new habit

in culture.

2. Since the most essential part of the advertisement is showing the product

quality ( shown by figure consumer attitude toward advertisement), we can make a

new advertisement that can show the quality of the oreo bluberry ice cream flavor.

They can use the same advertising strategy that they already implemented beforewhen there was melamine issues in oreo products. They use Ferdy Hasan as the

endorser of the product, and they also show the quality of the product by showing the

whole process of oreo production. In the oreo blueberry case, we can influence the

consumer to buy our product by showing the originality of the blueberry cream. For

example, the endorser are walking in the blueberry field and then he pick one of the

blueberry fruit and eat it. We can tickle the curiousity of the customer by showing the

endorser eat the blueberry fruit and feel satisfy after consume it.



25/25


Others :

1. The Oreo management should held recipe contests nationally,to explore the

usage of oreo blueberry ice cream in making desserts for the family. The contests

winner will be given certain prizes, and the recipe winner will be advertised largely

through magazines. The objectives of this program is to increase the awareness to

consume Oreo Blueberry Ice Cream and use them based on the recipe, so they can

actually experience the product directly. We hope when they understand the way to

process the oreo blueberry products as the base material for desserts, in the future they

will consume more to be used for their dessert making process.

2. We can use bundling strategy, by giving free samples of oreo blueberry ice

cream flavor small package for every purchase of Krafts products. We dare to give

free samples, since based on the customer attitude toward product, the respondentsshowing positive respons toward the product itself. By giving free samples, we hope

that we can increase both the oreo bluberry ice cream flavor products itself and the

bundled krafts products.

Documents

Complete Contents