Business Issues & Project Objectives
A foreign national meat brand has broadened it branding outside of modern trade into other food service and direct consumer-facing interface such as through community groups and social media.. Therefore, there was a need to explore consumers’ knowledge and perceptions of the brand, as well as assessing the actual impact of brand knowledge on consumers responses to different aspects of branding and purchase decision.
Online Focus groups were conducted with females in Jakarta to understand their behaviour in consuming and purchasing beef.. We also conducted in-depth interviews with modern trade employees to understand the impact of meat branding on beef sales in modern trade. We then followed up with a Quantitative survey among female respondents in Greater Jakarta to quantify consumers level of awareness and perception of the brand.
A comprehensive understanding on consumers’ awareness and perception towards the brand – identified brand equity among consumers