Customer Characteristics and Behavior Research
Objectives
- Gain insights into the Chinese pet food market and evaluate the client’s position in that market.
- Identify the target audience in China, its purchasing behavior and needs in comparison to the target audience in Germany.
- Provide actionable insights for a China-specific marketing strategy.
Processes
MFC performed extensive research to evaluate the Chinese pet food market and executed a thorough qualitative study. The results were presented in a detailed report and discussed in depth during a workshop with the client.
Qualitative market research:
- In-depth literature and theory review
- Semi-structured interviews
- Evaluation and summary of research results
Summary report and recommendations:
- Creation and presentation of a summary report of the research results
- Elaboration of recommended actions based on research results
Results
- Delivered key market trends in the Chinese pet food market.
- Improved the client’s understanding of its target audience, its consumer behavior and specific needs.
- Provided the client with 9 action recommendations for the China market.
