Analyzing the impact of digital marketing on consumer behavior related to frozen food products using data analytics tools

Abstract

This project was done to understand the perception of consumers to consume frozen snacks and to explore the current digital marketing strategies being applied by companies in the frozen snacks industry. A literature survey of the Indian scenario was done to understand the size and scope of the frozen snacks industry, key challenges and the various digital marketing techniques that were applied by the major 5 companies in this sector. It was followed by a qualitative research that included in-depth interviews in which interviews conducted with people who consumed or didn’t consume frozen snacks. The key insights were related to the price, packaging, awareness, availability, etc. strongly influence purchase of frozen snacks. A quantitative survey was designed in order to conduct Factor Analysis, Regression Analysis, Multidimensional Scaling, Correspondence Analysis and Cluster Analysis. Factor Analysis revealed three key dimensions which are product feature, convenience in cooking/positive word of mouth and lastly advertisements/brand visibility. Perception Map and Correspondence analysis helped to understand the relative positioning of five brands in the mind of consumers. We conclude that there is still higher scope for companies to increase the awareness and availability of frozen snacks by application of digital marketing techniques.