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Field lab on deciphering the key elements driving German consumer perceptions and preferences for Frozen ready-to-eat meals - a qualitative research
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Resumo(s)
The German frozen ready-to-eat (RTE) meals market is undergoing significant changes in product
offerings, consumer perceptions, and preferences. The research gap created by a lack of insights
into the German market is filled by identifying the factors influencing German consumers' choice
of frozen RTE meals and focusing on generational differences. Quantitative results challenge
literature and qualitative research, revealing new attributes as decision-makers. The findings show
that independent brands excel in health and convenience, while private labels offer affordability.
Frosta is the dominant brand across various demographics. This work offers insights for crafting
successful product strategies and proposes future research implications.
Descrição
Palavras-chave
Marketing research Conjoint analysis Multidimensional perceptual map Brand perceptions Brand preference Frozen ready-to-eat meals Consumer preferences Consumer perceptions