Title of the project: Perception of the brand ja! Natürlich by the customer segment “18 to 27 years of age”
Principal Investigators: Prof. (FH) Mag. (FH) Martin Samek
Collaborators: IML 2010 students
Cooperation partners: ja! Natürlich – Rewe Group
Duration of the project: October 2011 – April 2012
Objectives of the project
In this collaborative industrial project, we seek to find out how the brand ja! Natürlich is perceived by the customer segment of people aged 18 to 27 and involved in higher education. According to the OECD definition, higher education refers to education in the years after compulsory schooling, but we further narrow down the target group to students in the tertiary sector. We specifically focus on the questions whether there exists a unitary image of the brand or whether fractals have developed. Based on the respective findings, it should be examined in which ways ja! Natürlich can achieve stronger differentiation from the brand zurück-zum-Ursprung.
During phase I, the project team will assess in an exploratory-qualitative fashion the connotations evoked in the above described target group with the term BIO and the brand ja! Natürlich. BIO in this context refers to a product that is being certified by Agrarmarkt Austria with the BIO label for having been produced in accordance with the standards, laws and regulations of organic farming and production. More concretely, the research process comprises an analysis of the market communication of BIO-producers respectively retailers by means of qualitative text analysis, a qualitative audit concentrating on the product portfolio, display and sales support tools at POS, as well as focus groups with students at LBS.
Phase II extends the scope of research to a quantitative assessment of data at universities in Austria in order to gain representative information on the positioning of ja! Natürlich in the target group in question.