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Methodology

Goal	To understand category behaviors in the Greek Yogurt subcategory
Research Method	Quantitative Approach
Sample	A voluntary web panel of customers who are current buyers of Greek Yogurt
Data-Collection Method	Survey
Data Description	Demographic Information, Usage Situtation, Attribute Importance, Brand Perception
Data Analysis Methods	Chi-squared Tests, Independent T-tests

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Key Findings

Major customers are between 35 - 64 years old.
Greek Yogurt accounts for more than 50% of the total yogurt purchase for 72% of respondents
52% of respondents prefer 0% fat level for Greek Yogurt;

33% of them prefer 2% fat level.

3 leading brands in the market: Fage, Chobani, Stonyfield Oikos.
43% of the respondents like plain flavor.
Texture, protein level and taste are three main reasons why these respondents choose Greek Yogurt over the traditional yogurt

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Gender Portion

Analysis shows that the portion of gender of the sample matches that of the desired population.

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Importance Rating of Attributes

People think “All natural”, “Taste”,and “Texture” are the most important attribute when purchasing Greek yogurt.

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Reason for Selecting Certain Brands

“Price”, “Taste”, and “Texture” are the most important reasons that influence customers buying behavior.

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Brand Perception: Fage v.s Oikos

Oikos and Fage are both perceived as all natural.
Oikos has a more preferable price than Fage.
Respondents think Fage has a better taste than Oikos.

Rating	Oikos	Fage
All natural	4.58	4.59
Price	3.64	3.47
Taste	4.35	4.74

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5. Usage situation

Only “All natural” and “Price” attribute rating are statistically significant different in different usage situation. (p-value< 0.05)

People who use for cooking think “All natural” more impotant.
People who use for snack think “Price” is more important.

Usage Situation rating	For cooking	For snack
All natural	3.70	3.61
Organic	2.98	2.87
Rbst free	3.16	3.04
Price	3.17	3.34

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Recommendation

Women are the major targeting customers for Greek Yogurt.
Wegmans can promote its own brand more on the attributes such as “All Natural”, “Texture” and “Taste”.
Customers are price sensitive, lower price could be better tool to attract the customers.
Fage outperform on the taste that people values most important, but have disadvantage on price. Wegmans can offer discount price to increase sales.

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Gender portion test

Sample Desired Population

male 0.13 0.1056338

female 0.87 0.8943662

Chi-squared test for given probabilities

data: table(sampleProp$Prop)

X-squared = 2.4209, df = 1, p-value = 0.1197

p-value>0.05, Do not reject the null.

There is no different between sample and population.

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Confidence Interval

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T-Test for usage situation

	For Cooking	For Snack
All Natural	t = 2.1369, df = 966.511, p-value = 0.03286 (Reject) mean of Cooking 3.699 mean of Snack 3.610
Organic	t = 1.6821, df = 951.431, p-value = 0.09288 (Not Reject) mean of Cooking 2.98 mean of Snack 2.87
Rbst Free	t = 1.6589, df = 762.992, p-value = 0.09754 (Not Reject) mean of Cooking 3.16 mean of Snack 3.036
Price	t = -3.1917, df = 949.109, p-value = 0.001461 (Reject) mean of Cooking 3.17 mean of Snack 3.34

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