Marketing research for Kellogg's Special K cereal bar extension

Marketing Research

Product

The product that the present instrument is meant to research is represented by the Kellogg's Special K. cereal bars. The purpose of the research is to observe the consumption habits in regard to the mentioned product and the predisposition to accept a new product manufactured by the same brand, which would maintain the basic characteristics and bring new ones as well. In addition, the instrument is meant to highlight any problem which might affect the future sale of the product, so that effective solutions can be conceived in due time.

Marketing strategy

The marketing strategy that the instrument is supposed to support refers to a product line extension. Kellogg's wants to create a new product that would represent a fast and practical snack, healthy and tasty, which would be able to satisfy the needs of a dynamic life style. The product will consist of a semi-cold cereal bar, which has the same ingredients of the already existing bars plus milk. The flavors of the existing bars are to be maintained. The product is to be called "Special K. Cool" and its launch is to be supported by advertising and PR campaigns.

Dear Sir/Madam,

We would be grateful if you kindly took the time to answer the questions below:

What is your gender?

Female

Male

What is your age?

Which is the geographical area where you live?

Which is your level of education?

Elementary school

Highschool

Master's degree

Doctoral studies

Which is the level of the earnings that you make?

Extremely high

Do you eat cereals or products based on cereals?

If yes, what are the brands of the products that you buy?

Are you familiar with the Kellogg's products?

Are you familiar with the Special K. bars made by Kellogg's?

Have you ever eaten one?

If yes, at what time of the day did you eat it?

At breakfast

As a snack during the day

Do you use any other products made by Kellogg's?

If yes, which ones?

If you are a consumer of the Special K. bars, how often do you buy them?

On a weekly basis

On a monthly basis

Once every few months

How often do you eat the Special K. bars?

On a weekly basis

On a monthly basis

Once every few months

Are you satisfied with the product?

Why do you buy the Special K. bars?

I want to stay fit like their taste like the products made by Kellogg's

Who do you buy the Special K. bars for?

For myself

For others

For myself and others

Where do you buy the Special K. bars from?

From the supermarket

From the hypermarket

From the regular stores

From the self-service machines

How many Special K. bars are there in a pack you usually buy?

Have you ever seen any advertising for the Kellogg's products?

If yes, what do you remember from it?

Would you buy a Special K. semi-cold bar?

Thank you for having answered our questions.

Have a nice day!

Directions:

Please answer all the questions in the order in which they are written.

Choose only one answer when you are provided with more options.

Feel free to express your thoughts regarding the open-question answers