Friday 30 October 2015
Autonomous.Co: Brief
Monday 19 October 2015
Value Range: Preparing Market Research
I have written 11 questions which encompasses everything I want to know about brands and value ranges. I have tried to keep the questions short and simple to stop confusion and also to stop it dragging on. I will test the questions on people I know before asking the general public, this will clarify that the questions are worded correctly and are clear in what they are asking. The order of the questions have been carefully considered so that it is logical. Below are the questions each accompanied with a few sentences explaining why I want to ask that question.
1. What supermarket do your weekly shop at?
This is a nice introductory question, it is easy to answer and should help put the respondent at ease. Knowing where respondents shop will give more context to their other answers, for example if they do their weekly shop at Waitrose then they are extremely unlikely to by value range products (Waitrose essentials doesn't count!). Where as if they do their weekly shop at Aldi or Lidl it would suggest they aren't bothered by brands but are more influenced by cost.
2. Are you loyal to any brands? i.e Only drinking Coca-Cola or using Heinz ketchup over cheaper alternatives?
The aim of this question is to find out what brands people are loyal to. I think people will be loyal to brands without even realising, that is why I have included two common examples - this will clarify what I mean as well as giving the respondent a starting point. The answers will give me a range of popular brands to research in more depth.
3. Why do you think people are loyal to brands? What makes them better?
This is a follow up question to number 3, I want to know why people prefer brands and what makes them better? I have my own opinions but I want to see if they are inline with the publics views. I wanted to ask why people are loyal to brands over just questioning the respondents loyalty incase they personally aren't loyal to any brands. I want everyones opinion on this, not just people who answered yes to question 2.
4. Does the packaging design affect your opinion of a product and even your decision to purchase it?
This question is a good link between the design of brands and the design of value ranges. I am interested to hear the results because I think even if people say the design does not influence them, subconsciously it probably does. Asking about the value range after will either confirm or contradict this answer, for example, people may say no design does not influence them but later go on to say they wouldn't by the value range because it looks cheap.
5. Do you buy/use the supermarkets own value range?
This question will give context to the following questions, e.g. people who use the value range will probably have a very different opinion of it compared to those who have never tried it before.
6. What do you think of value products?
This question is focusing solely on what the individual thinks, whether they rely on value products or would never consider using them, I want to hear what they honestly think.
7. What associations do you think others have in relation to value products?
This is to gage what people think everyone else is thinking, partly because people tend to conform to general views in order to fit in. It will be interesting if there is a similarity or difference between what they personally think and what they think others opinions are. It will also help to highlight the main problems with the value range, if there are negative associations then this question and the previous one will reveal them.
8. If people show a dislike towards a product with no particular reasoning, does this make you less likely to use it?
This aim of this question is to figure out if the respondent is heavily influenced by those around them. This is a regular occurrence and would be useful to know in relation to the value range as it would help to explain why some people wouldn't try the value range or have it in their basket; a fear of running into another mum from school with a collection of value products in their basket.
9. What value product's would you be least likely to buy/try?
After reading the netmums answers I noticed that a recurring response was negativity towards value meat. I want to find out what are the least 'reliable' value products.
10. If you have children: Do you think your children would be picked on for having value range products in their packed lunch?
This is only aimed at parents, I am interested to see if parents are worried about what value products would say about their family and if being picked on at school because of them is a genuine concern or even problem.
11. If the value range was designed better would people be more likely to use them?
I think if the value range had a nicer design then people would be more willing to try them and be seen using them, especially if the design removed the negative perceptions. It will be interesting to see if people agree or if they think the problem with the value range is deeper routed.
This questionnaire is more qualitative than quantitive because I am not looking for a bulk of results, instead I will just ask a range of different people to see what they think. I am more interested in their opinions than getting results that I can easily analyse. The point in undertaking this research is to reveal peoples opinions and feelings about value products, if I can outline some of the main issues then I have a problem to solve.
1. What supermarket do your weekly shop at?
This is a nice introductory question, it is easy to answer and should help put the respondent at ease. Knowing where respondents shop will give more context to their other answers, for example if they do their weekly shop at Waitrose then they are extremely unlikely to by value range products (Waitrose essentials doesn't count!). Where as if they do their weekly shop at Aldi or Lidl it would suggest they aren't bothered by brands but are more influenced by cost.
2. Are you loyal to any brands? i.e Only drinking Coca-Cola or using Heinz ketchup over cheaper alternatives?
The aim of this question is to find out what brands people are loyal to. I think people will be loyal to brands without even realising, that is why I have included two common examples - this will clarify what I mean as well as giving the respondent a starting point. The answers will give me a range of popular brands to research in more depth.
3. Why do you think people are loyal to brands? What makes them better?
This is a follow up question to number 3, I want to know why people prefer brands and what makes them better? I have my own opinions but I want to see if they are inline with the publics views. I wanted to ask why people are loyal to brands over just questioning the respondents loyalty incase they personally aren't loyal to any brands. I want everyones opinion on this, not just people who answered yes to question 2.
4. Does the packaging design affect your opinion of a product and even your decision to purchase it?
This question is a good link between the design of brands and the design of value ranges. I am interested to hear the results because I think even if people say the design does not influence them, subconsciously it probably does. Asking about the value range after will either confirm or contradict this answer, for example, people may say no design does not influence them but later go on to say they wouldn't by the value range because it looks cheap.
5. Do you buy/use the supermarkets own value range?
This question will give context to the following questions, e.g. people who use the value range will probably have a very different opinion of it compared to those who have never tried it before.
6. What do you think of value products?
This question is focusing solely on what the individual thinks, whether they rely on value products or would never consider using them, I want to hear what they honestly think.
7. What associations do you think others have in relation to value products?
This is to gage what people think everyone else is thinking, partly because people tend to conform to general views in order to fit in. It will be interesting if there is a similarity or difference between what they personally think and what they think others opinions are. It will also help to highlight the main problems with the value range, if there are negative associations then this question and the previous one will reveal them.
8. If people show a dislike towards a product with no particular reasoning, does this make you less likely to use it?
This aim of this question is to figure out if the respondent is heavily influenced by those around them. This is a regular occurrence and would be useful to know in relation to the value range as it would help to explain why some people wouldn't try the value range or have it in their basket; a fear of running into another mum from school with a collection of value products in their basket.
9. What value product's would you be least likely to buy/try?
After reading the netmums answers I noticed that a recurring response was negativity towards value meat. I want to find out what are the least 'reliable' value products.
10. If you have children: Do you think your children would be picked on for having value range products in their packed lunch?
This is only aimed at parents, I am interested to see if parents are worried about what value products would say about their family and if being picked on at school because of them is a genuine concern or even problem.
11. If the value range was designed better would people be more likely to use them?
I think if the value range had a nicer design then people would be more willing to try them and be seen using them, especially if the design removed the negative perceptions. It will be interesting to see if people agree or if they think the problem with the value range is deeper routed.
This questionnaire is more qualitative than quantitive because I am not looking for a bulk of results, instead I will just ask a range of different people to see what they think. I am more interested in their opinions than getting results that I can easily analyse. The point in undertaking this research is to reveal peoples opinions and feelings about value products, if I can outline some of the main issues then I have a problem to solve.
Value Range: Researching Existing Designs
I've picked the four big supermarkets: Tesco, Sainsburys, Morrrisons and Asda. I wanted to
Tesco's Everyday Value Range
Tesco's redesign from the blue vertical stripes, which screamed cheap, has really helped the success of its products. The products packaging is an off white colour this has removed the stark contrast between colours, a large amount of white space contributes to the association of a cheap product. Each package uses two colours plus stock, this not only keeps printing costs down but also unifies the products with a simple design style. A pattern is created on each package by using the two colours to create symbols that represent the food in the product, the style remains consistent but the pattern is unique to the product meaning the design works when you are looking at one product or if you are viewing the whole range. Tesco's has also brought in the use of photography, being able to show what the product looks like on the inside is reassuring for the customer because it gives them a good idea of the products quality. Another significant change is the name; from Value to Everyday Value. 'Everyday' suggests a conventional product that is used by the masses, its normal and acceptable to buy rather than leaving the consumer with a guilty feeling of scrimping and being cheap. Consumers feel more comfortable buying and trying products because the packaging design is reassuring.
Sainsburys Basic Range
In my opinion, this is the worst out of all the basic ranges. Sainsbury's have succeeded in showing consumers it is a basic range because the design itself is so basic, and boring! The designs do not engage the audience or excite them so why would they choose to buy this product? It hasn't explored colour at all and although orange is recognisably Sainsbury's I don't think it has done the product range any favours by solely using it as the designs just look bland and plain, this then reflects onto the product inside. One element I do quite like is the hand rendered type, this quick but clear styled writing gives the product a more personal approach and works across the range of products. The illustrations look as if no time or consideration was put into them, simple illustrations can be effective but these look like they were taken from quick thumbnail sketches with no time left to re-do them. The packaging has no personality or flare so it isn't really recognised, it just blends in.
Morrisons Savers Range
Morrisons have been more playful with their designs by incorporating the product into an almost stamp like illustration. They have been kept really simple, by just block colouring the illustration it leaves room for the type to be placed over the block colour. The font is hand rendered which fits in with the fun style of the designs implying that the basic range isn't that basic - it has character and personality. The packaging has been kept white, this makes the colourful designs stand out more, a range of colours has been used across the packaging to relate to the product inside, i.e orange juice is orange. The designs themselves only use one colour, this gives each product a defined style whilst still working harmoniously with the others. The designs are clear and recognisably the cheaper range, however the designs are more exciting and engaging than Sainsburys.
Asda Smart Price
Asda's design uses a combination of illustration and imagery to present the products. The images show an accurate example of what is in the box whilst the illustrations give the imagery context i.e the bowl, spoon and service it is sat on. Each design uses one predominant colour, dependant on the product category, for the illustrations. This works well because the illustrations should add to the imagery not take over them. One colour is enough to give context to the picture whilst keeping the focus on whats actually in the product. The sans serif font uses the same colour as the illustrations to tie all the packaging together, the product name is always kept in the top left, this adds consistency between the range whilst also making it easier for consumers to quickly recognise the products. The name 'Smart Price' is well chosen as well, the word smart means people subconsciously like the product to a wise purchasing decision rather than a cheaper alternative.
Looking at the four big supermarkets designs has been beneficial. It has been interesting to see the different approaches that they have all taken when it comes to promoting and selling their value range. Asda and Tesco have opted for incorporating images of the product whilst Sainsburys and Morrisons have not. The use of colour has also varied; Sainsburys has just stuck with the recognisable orange whilst the other three have changed the colours used with different category products. Morrisons uses a range of colours throughout the designs but is limited to one colour per product, whilst Asda and Tesco use
One thing that is clear with all the supermarkets is that they have a clear and simple theme thats versatility allows it to be used across all the product lines.
Value Range: Research
I wanted to research into why people don't like value brands, I am planning to conduct my own research but felt it would be more useful to get an understanding of the problem first. The secondary research may offer an insight and in turn influence what type of questions I ask.
Although the Daily Mail is a questionable source, the content is actually quite interesting and has highlighted the main problems with the old Tesco packaging.
"The 550 lines that currently comprise the Value range are being repackaged to look more stylish with retro 1950s artwork rather than stark blue-and-white lines, which did rather scream “budget!” from shoppers’ baskets."
The artwork has been changed across 550 lines, this really shows why the designs need to be simple - so that they can successfully be applied to hundreds of different items. Although I won't be redesigning all 550 items, I want my design to theoretically have the ability to cover the range of products.
"...will opt neither for the very cheapest nor the most luxurious, but for something in between. Supermarkets need to strike a balance between quality and value for money, and reflect that in their branding."
This is a valid point, most consumers won't buy the cheapest but neither will they buy the most expensive. They want good quality for good value. My designs need to show that the value products are just as good as the standard ones and the product shouldn't be seen as 'cheap' but as great value for money.
'Value' supermarket brands as good as standard – study
http://www.moneysavingexpert.com/news/shopping/2010/08/value-supermarket-brands-as-good-as-standard
This article has been really useful as it has backed up what my initial thoughts. The study carried out by trading standards found that there was no nutritional differences, in almost half of the products tested, between basic value brands and the supermarket-own brands. They found out the 50% of tasters preferred the value products in comparison to the supermarkets-own brand. This destroys the argument that buying value means you are compromising on flavour and taste, it also goes some way to proving it is the packaging that affects the publics perceptions of quality. Trading standards found that if an average family downshifted to the cheaper alternative they could save around £850 a year off their food bill! This could be one way of selling the value range - making people aware of how much they'd save for other things in their life.
"some stuff is good some not so much... we buy the biscuits, chocolate spread, the orange juice and the cakes. we used to buy a lot more when the kiddies were little but I don't like putting Tesco value products in there lunch boxes for school ( don't want them to get bullied!) some stuff is rubbish though like the jam yuck!!! and frozen meat products like fishfingers, nuggets there horrible!"
This comment shocked me because although I knew being bullied could be a possibility, it was a surprise to hear it was a genuine concern of someone. To me it seems superficial, teaching your children that you should be concerned with what people think of you and buy particular products, that might be out of financial limits, just to fit in. However I think this is a genuine concern of mothers out there, when I conduct my research I will try and find out if more people feel like this. Perhaps if the products had nicer packaging then mothers wouldn't worry about putting them in their children's lunches.
"We buy the tinned tomatoes, the pasta, the cereal bars (toddler loves them!) Lemon curd, peanut butter, flour, squash, passata, yorkshire pudding and a few more would never buy any of their meats or anything but they're fab for cupboard staples
"
This has been a comment made by a few mothers, there seems to be a particularly negative view towards buying value meat products, they are seen as unreliable and really low quality. I would quite like to redesign a meat packaging and then ask those who are sceptical if the re-designed package would make them consider buying or even trying the meat.
"Hi,
As a family we use a wide range of Tesco Value products, they are practically staples in our house, I tend to use value ingredients for all my cooking from scratch, it all tastes fine so far. I have not tried all of the range but I will try most things once. As for the problem of lunchboxes and bullying I put most of my daughters lunch items in little pots or clingfilm in her lunch box, mainly as she prefers smaller portions of things but I guess this could also be done to avoid other children noticing the brand.
It is not always the product but how you cook it. We have paid out for brand name products that are not up to much but people buy them because it is the thing to have. I have no complaints from my daughter with her lunchbox and we eat well every night and because we have saved pennies on our food shop we are able to put it towards other treats like the cinema etc.
People just turn their nose up at stuff because they are not prepared to try because the packaging etc is not as eyecatching. In all honesty I feel that shop brands, in any supermarket, have come a long way since I was a child taking it to school. I love the fact that I can make fresh, home cooked food at a fraction of the cost I used to before I took a chance with value ranges, it gives me more money to spend on fresh fruit and treats. In our house we have a rule with new products/meals, everyone tries it once and then if it is not liked we don't have it again. This is how I have learned to cook, one recipe a week, everyone tries it and decides if it will be used again. We now have lots of firm family favourites and they are nearly all made with basic ingredients from the Tesco Value range.
Sorry for rambling off on a tangent...guess the point I am making is unless you try you don't know if it is any good!"
This woman made some really good points, she comments on there being no difference in taste and the products uses when preparing a meal from scratch for a fraction of the cost. This fits in with the results found by trading standards showing there is no real difference between brand and value. She is aware that the packaging is a big reason why people turn their noses up and aren't willing to try it. This is a welcomed comment, it shows that some people can see through the facade of packaging design.
"I use the value tinned tomatos, spaghetti, pasta, fromage frais, cheese, fruit, baby potatos, veg, pizza and garlic bread and some cleaning products. no issue so far, but still feel weird buying the value meat."
Again another anti-meat comment, I am interested to hear why people avoid the meat - with so many strict regulation checks they wouldn't be able to sell it if the quality was not good.
"Forgot about tinned tomatoes and bran flakes, the Heinz tinned tomatoes are something like £1.30 a tin when the value is 31p, I just don't understand why you'd get the Heinz when it's exactly the same."
"I'm trying to buy more of the value range apart from the toilet roll, and frozen foods, i cant bring myself to buy them yet. Some of faves so far are the value coco pops, bran flakes, yogurts, crisps, biscuits,jaffa cakes, squash, orange and apple juice, also starting to try the cleaning products , like polish and toilet cleaner. They all seem ok and do the job. I will do anything to cut the food bill, So going to read what others are buying!."
Toilet roll I can understand, it is good to see people are willing to try value products. A lot of people are trying value in order to cut down their food bill, it would be interesting to see if is a theme when I create the questionnaire.
"Everything !! Apart from 1 or 2 things I buy are value. I have a budget for my shopping each month from my wages and I would rather but lots of value products for my money than a little for sometimes 3 times the amount!!. I don't buy the value bread as I do find it a bit dry ??!!! I buy beans, pasta, pasta sauce, cereal, mince, diced chicken, whole chicken, vegetables (both tinned and frozen ) fruit, ham, yogurts everything. My cleaning products are the daisy brand from Tesco and I have never had a problem with them . Get a big bottle of their version of flash for 1.00 and that lasts for ages and they bathroom cleaner smells gorgeous. I also buy the value shower gel for DS which smells gorgeous. I cant put my finger on what the smell is but its lovely and the hair gel 15p !!. My children have the value squash and the value juice cartons in their lunch box ( They school and friends must be different to others as they have never been bullied or picked on due to what brands are in their lunchbox??!!) .
The value range is really beneficial for families on a budget.
I have never had any problems with the value stuff . Like I said I like to get as much as I can for my money each month ."
'When I originally started finding cheaper ways to cut my ever growing shopping bill I did the 'next brand down test' and found no difference. So I decided to do the 'basic brand test' instead and I have kept to most value/savers stuff. My kids are happy with it. Cooking from scratch has helped cut my food bill too."
I immediately found two news articles on the rebranding of Tesco's value range:
Tesco ditch basic range after admitting shoppers are 'too embarrassed' to buy the blue and white striped products
http://www.dailymail.co.uk/news/article-2208028/Tesco-ditch-basic-range-admitting-shoppers-embarrassed-buy-blue-white-striped-products.htmlAlthough the Daily Mail is a questionable source, the content is actually quite interesting and has highlighted the main problems with the old Tesco packaging.
"The price benefits were obvious. But some felt more than a little embarrassed to put Tesco’s blue-and-white-striped Value range in their baskets. So much so, that the supermarket was forced to ditch the range completely. The chain has admitted it relaunched the budget own-brand because shoppers ‘didn’t feel comfortable’ about picking it up."
People feel embarrassed being seen with the value range in their baskets, the trolley of food items you push around the store give an insight into your lifestyle. People don't want to be associated with something that is cheap or looked down upon as they don't want others to look down on them.
People feel embarrassed being seen with the value range in their baskets, the trolley of food items you push around the store give an insight into your lifestyle. People don't want to be associated with something that is cheap or looked down upon as they don't want others to look down on them.
"But customers told us that they questioned the quality of the Value brand because of the packaging and some didn’t feel comfortable putting it in their trolleys.
‘Tesco was the first supermarket to launch a value range. . .but customer needs have changed. We have listened closely to what our customers want and Everyday Value will provide products that taste better, look better and are healthier.’"
Customers questioned the quality of the product because of the packaging! When a product is concealed it is the job of the packaging to tell the consumers what the product is like. When the packaging looks cheap and low quality then consumers naturally relate the packaging qualities to the product inside and believe that the product is also low quality. In an attempt to win customers back they have changed the name to Everyday Value and replaced it with a design which is easier on the eyes and doesn't symbolise cheap.Every little hurts – Tesco’s new budget brand lacks snob value
http://www.telegraph.co.uk/foodanddrink/9188573/Every-little-hurts-Tescos-new-budget-brand-lacks-snob-value.html"The 550 lines that currently comprise the Value range are being repackaged to look more stylish with retro 1950s artwork rather than stark blue-and-white lines, which did rather scream “budget!” from shoppers’ baskets."
The artwork has been changed across 550 lines, this really shows why the designs need to be simple - so that they can successfully be applied to hundreds of different items. Although I won't be redesigning all 550 items, I want my design to theoretically have the ability to cover the range of products.
"...will opt neither for the very cheapest nor the most luxurious, but for something in between. Supermarkets need to strike a balance between quality and value for money, and reflect that in their branding."
This is a valid point, most consumers won't buy the cheapest but neither will they buy the most expensive. They want good quality for good value. My designs need to show that the value products are just as good as the standard ones and the product shouldn't be seen as 'cheap' but as great value for money.
'Value' supermarket brands as good as standard – study
http://www.moneysavingexpert.com/news/shopping/2010/08/value-supermarket-brands-as-good-as-standard
This article has been really useful as it has backed up what my initial thoughts. The study carried out by trading standards found that there was no nutritional differences, in almost half of the products tested, between basic value brands and the supermarket-own brands. They found out the 50% of tasters preferred the value products in comparison to the supermarkets-own brand. This destroys the argument that buying value means you are compromising on flavour and taste, it also goes some way to proving it is the packaging that affects the publics perceptions of quality. Trading standards found that if an average family downshifted to the cheaper alternative they could save around £850 a year off their food bill! This could be one way of selling the value range - making people aware of how much they'd save for other things in their life.
Netmums - What is your opinion of the Tesco Value Range?
One mum had already asked a question that gave a range of useful answers. Netmums, although slightly painful to scroll through, has been a helpful source of information. Mum's can speak freely about how they feel and view brands, they speak honestly with no concern of judgement. They are a community that openly share their views, this provides reliable opinions which provide a valuable insight into how really consumers perceive value products. I have picked out a few comments below which have caught my attention. "some stuff is good some not so much... we buy the biscuits, chocolate spread, the orange juice and the cakes. we used to buy a lot more when the kiddies were little but I don't like putting Tesco value products in there lunch boxes for school ( don't want them to get bullied!) some stuff is rubbish though like the jam yuck!!! and frozen meat products like fishfingers, nuggets there horrible!"
This comment shocked me because although I knew being bullied could be a possibility, it was a surprise to hear it was a genuine concern of someone. To me it seems superficial, teaching your children that you should be concerned with what people think of you and buy particular products, that might be out of financial limits, just to fit in. However I think this is a genuine concern of mothers out there, when I conduct my research I will try and find out if more people feel like this. Perhaps if the products had nicer packaging then mothers wouldn't worry about putting them in their children's lunches.
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"We buy the tinned tomatoes, the pasta, the cereal bars (toddler loves them!) Lemon curd, peanut butter, flour, squash, passata, yorkshire pudding and a few more would never buy any of their meats or anything but they're fab for cupboard staples
"This has been a comment made by a few mothers, there seems to be a particularly negative view towards buying value meat products, they are seen as unreliable and really low quality. I would quite like to redesign a meat packaging and then ask those who are sceptical if the re-designed package would make them consider buying or even trying the meat.
--------------------------------------
"Hi,
As a family we use a wide range of Tesco Value products, they are practically staples in our house, I tend to use value ingredients for all my cooking from scratch, it all tastes fine so far. I have not tried all of the range but I will try most things once. As for the problem of lunchboxes and bullying I put most of my daughters lunch items in little pots or clingfilm in her lunch box, mainly as she prefers smaller portions of things but I guess this could also be done to avoid other children noticing the brand.
It is not always the product but how you cook it. We have paid out for brand name products that are not up to much but people buy them because it is the thing to have. I have no complaints from my daughter with her lunchbox and we eat well every night and because we have saved pennies on our food shop we are able to put it towards other treats like the cinema etc.
People just turn their nose up at stuff because they are not prepared to try because the packaging etc is not as eyecatching. In all honesty I feel that shop brands, in any supermarket, have come a long way since I was a child taking it to school. I love the fact that I can make fresh, home cooked food at a fraction of the cost I used to before I took a chance with value ranges, it gives me more money to spend on fresh fruit and treats. In our house we have a rule with new products/meals, everyone tries it once and then if it is not liked we don't have it again. This is how I have learned to cook, one recipe a week, everyone tries it and decides if it will be used again. We now have lots of firm family favourites and they are nearly all made with basic ingredients from the Tesco Value range.
This woman made some really good points, she comments on there being no difference in taste and the products uses when preparing a meal from scratch for a fraction of the cost. This fits in with the results found by trading standards showing there is no real difference between brand and value. She is aware that the packaging is a big reason why people turn their noses up and aren't willing to try it. This is a welcomed comment, it shows that some people can see through the facade of packaging design.
--------------------------------------
"I use the value tinned tomatos, spaghetti, pasta, fromage frais, cheese, fruit, baby potatos, veg, pizza and garlic bread and some cleaning products. no issue so far, but still feel weird buying the value meat."
Again another anti-meat comment, I am interested to hear why people avoid the meat - with so many strict regulation checks they wouldn't be able to sell it if the quality was not good.
--------------------------------------
"Forgot about tinned tomatoes and bran flakes, the Heinz tinned tomatoes are something like £1.30 a tin when the value is 31p, I just don't understand why you'd get the Heinz when it's exactly the same."
--------------------------------------
"I'm trying to buy more of the value range apart from the toilet roll, and frozen foods, i cant bring myself to buy them yet. Some of faves so far are the value coco pops, bran flakes, yogurts, crisps, biscuits,jaffa cakes, squash, orange and apple juice, also starting to try the cleaning products , like polish and toilet cleaner. They all seem ok and do the job. I will do anything to cut the food bill, So going to read what others are buying!."
Toilet roll I can understand, it is good to see people are willing to try value products. A lot of people are trying value in order to cut down their food bill, it would be interesting to see if is a theme when I create the questionnaire.
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The value range is really beneficial for families on a budget.
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Cooking from scratch and buying the basic brands has helped cut down the food bill. It is interesting that the mother downshifted with her brand choices but didn't notice any difference so went one further by converting to the basic brands.
--------------------------------------
Exploring a range of different comments and opinions from mothers, the predominant food shop buyer, has been an interesting insight into their honest views and concerns relating to the value range. From here I will begin writing my own questionnaire and take it out in Leeds to see if consumer's views are similar.
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