Abstract
The aim of this report is to understand and analyze the consumer behaviour towards two products of two major brands which operate in a same sector.
First of all, we chose the food industry in the specific market of "ready meals"; we immediately thought about Pot Noodles from Unilever, to compare it to ready meals Health Living from Tesco. Let us explain how our report will be submitted.
First, we are going to explain step by step our research development; Starting with the theoretical description of the research methodology, we will continue by giving details on secondary research and then on primary research.
Subsequently, we will present you the market, the positioning of both brands on it and the trends expected. After that, we will use the qualitative and quantitative data and the results of the research will be used as the basis of our future analysis. This will permit to found our recommendations for a particular marketing strategy to our brands.The origin of our secondary data is on the one part, Regents college databases (Data monitor, euro monitor, market line) and main books as Consumer Behavior from Kanuk and Shiffman. In support of primary research, teams' members realized interview and created questionnaires.
