Insights on Dairy Product Preferences
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ScribdTranslationsInsights on Dairy Product Preferences
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ScribdTranslationsIN-DEPTH INTERVIEW
INTERVIEWER: Marta Liliana Sánchez
Fecha entrevista:26 de febrero de 2015
Interview location: participant's house
Profile of the interviewee: 35-year-old housewife.
Below is the in-depth interview conducted, in it has been
highlighted in blue the aspects that caught attention of the
INTERVIEWER and in yellow the categories that emerged.
INTERVIEWER: Good afternoon, thank you very much for allowing us to conduct this
Interview. How are you?
PARTICIPANT: Very well, thank you
INTERVIEWER: We are conducting a study on consumption of
dairy products. The idea is to be able to gather various opinions on this.
theme to contribute to the development of new ideas. (Pause)
It is worth highlighting that there are no correct or incorrect answers, so you can
feel free to share your opinions in this space.
Yadiris, do you like dairy products?
PARTICIPANT: Yes, I love them. Loveproduct
INTERVIEWER: What type of dairy do you like the most?
PARTICIPANT: I really like flavored dairy drinks. Preferred flavor.
INTERVIEWER: Any specific flavor?
PARTICIPANT: Well, among others, I love vanilla and strawberry flavors.
INTERVIEWER: ok. Where do you buy these drinks?
PARTICIPANT: I usually take advantage when I go shopping at
supermarket and I buy them. Place
INTERVIEWER: How much would you be willing to pay for dairy products?
PARTICIPANT: around $10,000 pesos per week. Price
INTERVIEWER: Do you buy small, medium, or large packages?
PARTICIPANT: I actually buy small packages that come with several.
products. Product feature
INTERVIEWER: Ok Yadiris. What do flavored dairy drinks have that
Do they catch your attention?
PARTICIPANT: besides quality and price… the flavors. Ultimately the
the sensation of enjoying a fruit in liquid form. Taste
INTERVIEWER: and what is the difference in the taste of fruits in liquid form,
from normal solid fruit?
PARTICIPANT: it basically doesn't rely so much on the flavor, but on the ease in
that you can consume it. Drinking a beverage takes little time. Speed
INTERVIEWER: Is there any feature in the packaging of a dairy drink?
which is more appealing to you?
PARTICIPANT: Yes, those with wide mouths are more favorable.
Packaging feature
INTERVIEWER: why?
PARTICIPANT: it's just that they don't retain the content. (laughter). You can
consume all the content. Total consumption
INTERVIEWER: Is there any brand you prefer over the others?
PARTICIPANT: mmm let's see... it's almost always alpina. Brand
INTERVIEWER: why?
PARTICIPANT: It is a recognized brand.
INTERVIEWER: Would you be willing to consume an unknown brand?
PARTICIPANT: mmm. I think it’s because of the feeling of trust that I would keep.
certain reservation. But I could rehearse. Confidence
INTERVIEWER: the fact that the brand is not very recognized, does it generate you
distrust?
PARTICIPANT: Yes, a little. It's just that not all dairy products sit well. I would have to
check that it does not contain lactose. Health
INTERVIEWER: I understand, low tolerance to lactose?
PARTICIPANT: no, not me, one of my kids can't stand it. Cheers
INTERVIEWER: Do your children consume the product?
PARTICIPANT: yes of course. Besides that I like it, they ask me.
INTERVIEWER: What is the ideal moment for consuming a drink?
flavored milk?
PARTICIPANT: in my case, I enjoy it with my two children after we have finished
his school tasks, but they take her daily for a snack to school. Space
consumption.
INTERVIEWER: Have you tried the cream serum?
PARTICIPANT: Yes, of course.
INTERVIEWER: Do you think its flavor would improve if it had fruit pulps?
PARTICIPANT: mmmm pulps? I don't think so. If the flavor were fruit, it would be something
like a yogurt. Light butter flavor, that seems better to me. New flavor
INTERVIEWER: Would you buy a cream serum with a slight butter flavor?
PARTICIPANT: Yes. Of course.
INTERVIEWER: Would you buy in small, medium, or large packaging?
PARTICIPANTE: En este caso compraría tamaño familiar, grande.
INTERVIEWER: Why?
PARTICIPANT: because the cream serum is a family consumption product that
it is not consumed immediately but in moments and accompanied by others
ingredients or foods. Now, it is also preferable that it has a wide mouth to
to have full access to the product and not let it go to waste.
INTERVIEWER: What other products would you consume it with?
PARTICIPANT: with cassava, bun, with bread... (pause) toasted, yes, the toasts are
delicious with cream serum.
INTERVIEWER: Well, we conclude the interview. Thank you very much for
your availability and your cooperation.
PARTICIPANT: You're welcome, a pleasure.
ANALYSIS OF THE INTERVIEW
In the in-depth interview conducted with a 35-year-old housewife, there
they asked questions using the stair-step technique, with the aim of "inquiring
the profound underlying psychological and emotional reasons” (Malhotra.2008)
that influence the purchasing decisions of the interviewee.
Among other relevant aspects, the preference for beverages could be evidenced.
flavored dairy products, however; when it comes to defining a flavor for the serum
cream, the slight buttery flavor turned out to be the most desirable. In addition to the
price and quality factors highlighted the preference for the product given the
little time invested in its consumption. Dairy drinks are preferred
the small presentations with multiple units packaging as mother and
children consume it; however, for the cream serum, the one of size is preferred
familiar for being a slow-moving consumer product. Additionally, it is preferred that the
the container has a wide mouth to facilitate the pouring of the entire product
consumed and have no waste.
On the other hand, among the relevant findings, there is a preference for the
Alpina brand given its recognition and there is manifest distrust towards products.
new; however, the interviewee believes that she could experiment with something
new.
The health factor is a key aspect when selecting the product, since
Not everyone is lactose tolerant.
Dairy beverages are consumed by children at their school and also
They share in the family space after doing their homework.
BIBLIOGRAPHY
Malhotra, Naresh. (2008). Market Research. Prentice Hall.
Mexico: PEARSON/Prentice Hall.