5. CONCLUSIE EN AANBEVELINGEN
5.6 Aanbevelingen voor toekomstig onderzoek
Nadat kwalitatief onderzoek is uitgevoerd en de meest opvallende factoren voor het onderscheidende vermogen in kaart zijn gebracht, zijn er meerdere opties aanwezig om meer onderzoek te doen naar de differentiatiemogelijkheden tussen twee soorten binnen hetzelfde merk.
Aangezien binnen dit onderzoek niet de servicegerichte ZBG formules Hanos en Sligro onderzocht zijn (vanwege de tijdsplanning), kan een onderzoek opgestart worden waarbij meer tijd gereserveerd wordt om onderzoek uit te voeren bij deze ZBG formules. Hierna kunnen de resultaten uit dit onderzoek met elkaar vergeleken worden.
Een moeilijker uit te voeren onderzoek, maar die zeker voor interessante informatie kan zorgen, is het doen van kwantitatief onderzoek onder ZBG klanten. Wanneer een kwantitatief onderzoek zou plaatsvinden in de ZBG‟s, dan dient veel tijd ingepland te worden voor het afnemen van de enquêtes. Daarnaast zal hoogstwaarschijnlijk een vergoeding/incentive voor de respondent aanwezig moeten zijn, anders zullen de haastige klanten niet mee willen werken aan het onderzoek.
Als laatste mogelijkheid, zou een experiment kunnen plaatsvinden waarbij productverpakkingen uit twee soorten assortimenten binnen hetzelfde merk gebruikt worden. De gevonden factoren van het marketingmix instrument Product zouden gebruikt en aangepast kunnen worden, om uiteindelijk te bepalen of klanten de factoren ook daadwerkelijk als onderscheidend ervaren.
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Instellingen
American Marketing Association (AMA)
Distrifood
Elsevier Voedingsmiddelen Industrie (EVMI)
European Food Management Institute (EFMI)
FoodService Instituut Nederland (FSIN).
Point Of Purchase Advertising International (POPAI)
Rabobank Internet sites:
CBS (Nederlanders drinken minder koffie) www.cbs.nl
ConsumentenTrends 2006 www.consumententrends.nl
Foodguru www.foodguru.nl
Foodvakbeurs www.foodvakbeurs.nl
Media Marketing (Sexy merk, trendy pack) www.mm.be
Sara Lee www.saralee.com