Market Analysis for Bio-Restaurant Implementation in Laval: Consumer Preferences and Demographics Study

Extract

[...] We have observed that the social network penetration rate decreases with age. For this reason, we think to include newspapers as a communication option to reach older adults. 3.1 Social Networks Concerning social networks, the questionnaire will be shared on Facebook, targeting specific pages and profiles. Facebook pages such as: Organic Agriculture, with over 234,000 followers or less visited pages like A PRO BIO (3,300 followers), The Place to Bio (6,700 followers) which is a guide to bio and engaged restaurants. [...]

[...] With this penetration method, we aim to have a large number of people so that our sample is as heterogeneous as possible. 4 The writing of the questionnaire Motivation for invitation to participate in the survey: This survey is designed to collect as much data as possible on the interest that residents of Laval (53000) may have in the opening of a new restaurant that offers bio dishes and products. You are invited to answer this questionnaire sincerely, which consists of a first part on sociodemographic information and a second part on your expectations, preferences, etc. [...]

[...] 3.2 Newspapers Newspapers are a communication option to reach older adults. According to ACPM, the daily newspapers with the largest audience in 2023 are5 : Le Monde (with 488,802 paid France circulation) and Le Figaro (with 354,665 paid France circulation). These newspapers are the most read and the most listened to in France. Admittedly, this option requires a cost that will have to be borne. In addition to these two newspapers, we will include a local newspaper: the biweekly "L'Echo de la Mayenne" which covers the news of Laval and Mayenne. [...]

[...] We assure you that your confidentiality will be respected. A-Sociodemographic Information Q1- You are: - A man - A woman - Other Q2- Concerning your family situation, you are: - Single without child(ren) - Single with child(ren) - In a relationship without child(ren) - In a relationship with child(ren) Q3- Regarding your level of study: You have: - No diploma - A secondary education certificate - A baccalaureate - A license - A Master - A Doctorate/PhD Q4- What is your age range? [...]

[...] 5.2 Data Analysis As mentioned above, the Excel software will be used to perform all the treatments that will be considered. Notably, since we are looking to open a new bio restaurant, we will try to determine through the analysis of frequencies, the opinions in favor and against the project. The results obtained will allow us to refine the commercial strategy (the characteristics of the place, the prices, the type of dishes, the target audience on which it is necessary to intensify the marketing campaign, the delivery options, etc.). [...]