Chapter 6 Conclusions & Recommendations ...

Chapter 6
Conclusions & Recommendations
6.1 Conclusions and Inferences
Based on the survey conducted to obtain our research objectives, the following are the main conclusions and inferences that can be drawn from the findings:


Whitworth -Unpopular brand: Among people of all ages, Whitworth brand of sugar is not popular. This is one of the main reasons why most store owners do not showcase it, since they rarely expect customers to buy it. Unpopularity is one of the main drawbacks of its low sales. It can be inferred that popular brands are also the most sold, since they get wide exposure in stores. Silver Spoon and Tate and Lyle are preferred by store owners and also consumers.


Popular Food Stores: In the order of preference, people of all ages buy their sugar from Tesco, localized stores, Asda and Iceland. Although Whitworth is not known to many consumers, store owners always have it in stock. A change of perception among store owners and consumers is necessary for better sale of Whitworth brand of sugar.


Purchasing power of Major Brands: The purchasing power of the major sugar brands is based on popularity and their product exposure given by store owners to customers.


Poor Brand Perception of Whitworth: The general perception of Whitworth brand among customers is that it is not a good brand. Considering that word of mouth is the quickest and most effective manner of communicating brand perception, a bad brand perception can have a serious impact on the sale of new fair trade products. Hence it is important for Whitworth to consider relaunching its products under a renowned distributor like Napier Brown or simply change its marketing strategy to increase the popularity of the brand.


No issue with taste of Whitworth sugar products: Considering that 17% of the survey sample who knew about the brand and purchased it, did not have any negative feedback, it can be concluded that as such there is no issue with the sugar taste.


Poor Advertising of Whitworth Sugar: The only drawback with Whitworth sugar brand is poor advertising. Considering that the major brands leverage their unique features by advertising them effectively, they develop a good and unique perception with the customers. On the other hand, Whitworth either does not have or does not advertise its selling or salient features, from which it can extract maximum advantage.


Health Benefits Factor Missing from Whitworth: It is of considerable importance that health of the consumers should be given primary importance in any food products. While Silver Spoon and Tate & Lyle have a range of Low calorie sugar products, Whitworth does not seem to stress on the health benefits of any of its products.


Competitive Price offered by Whitworth: A competitive price was offered by Whitworth ...