1. The Demand for Market Research
Jif Peanut Butter Company
By: Tevien Pinckney

2. Expectations History Current Situation of the company
The Need for Marketing Research
Example Survey Questions
The Goals of Research
The Research Design
Applications of the Research

3. History Jif is a SBU of J.M. Smucker Corporation
Originally began with the sale of peanut butter exclusively
1st jar of peanut butter sold in 1958
Extra Crunchy peanut butter not introduced until 1974

4. Current Situation
Jif satisfies a vast array of products for many consumers throughout the country
Jif creates products that satisfy various health and taste preferences

5. Current Situation Continued
Reputation for creating products that benefit the consumer while also keeping taste at the forefront
Does the Jif Company live up to current reputation?

6. The Need For Market Research
Research is needed to see how accurately the Jif Company lives up to their reputation
Information needed on the taste and health preferences of each region of the US
Use of U.S. Census information

7. Goals of Research
To receive an accurate description of how to distribute products
To find possible areas of refinement while increasing market share

8. Information Needed
Need various health and taste preferences of each region within the US
An understanding of the different health issues facing the nation today

9. Research Design Internet surveys
Can be accessed through the computer or smart phone
Short Surveys asking pressing questions about Taste preferences
Smart-Phone use of bar coding while in the store
Descriptive Research Design
Incentives

10. Example Question/Response
What are your favorite flavors of Jif Spread? (Check all that apply)
a. chocolate
b. peanut butter
c. hazelnut
d. almond
e. cashew

11. Research Leads To
Better understanding of product awareness across the various array of products
Better understanding of how to distribute products to each region of the country

12. Data Analysis/Collection
Use various internet tools to accurately access today
Regions need to be defined by company in order to get most accurate results
Small surveys for customers to increase completion percentage

13. Sample Plan & Size
Test the validity of the research design using one specific region
Need to be able to draw conclusions from data collected
Accurate size for sample would include at least 2,000 per region
Depending on how many regions created 2,000 surveys should paint an accurate picture

14. Applying the Research
This research should lead to refinement in distribution costs
Should accurately be tell which areas should receive specific products
Examination of different areas of sale should also help

15. Thank You!
“Choosy Moms” Choose Jif Peanut Butter