The objective of this research is to find fresh and strong consumer insights on Pasta Barilla using the MEC theory. What this research wants to figure out is whether Barilla’s advertising campaigns are already well developed. The research method is composed of in-depth interviews and laddering technique, while the scope of these interviews is to find attributes, consequences and values that consumers find to be relevant for the brand. The most important values resulting from the interviews - family, security and belonging - are mostly in line with the advertising history of Barilla, but there is room for a new campaign that could target a new segment of the market.
Introduction
Barilla is one of the most famous food brand in Italy and the …show more content…
It consists in a couple of face-to-face interviews about the product, the brand and some other competitors brands with the aim to find relevant attributes, consequences and values. The competitors used for the interviews are: Garofalo, Divella, San Remo and Zafarelli. Every interview started with pre-selected and self-prepared questions in order to find the attributes and the next questions were personalized according to the attributes perceived as relevant by the respondent. These questions’ aim was to collect data about consequences related to the attributes and terminal values fulfilled by these consequences. To find the attributes three methods were …show more content…
The two common attributes were the reliability of the brand (consumers feel safe when they buy pasta Barilla) and his hotness (which leads to comfort, coziness, family and belonging).
As shown on table 1, the first attribute is that Barilla is Italian. Just knowing the country of origin makes the respondent think that the product is classy and sophisticated and when she eats it she feels rewarded and thus pleased.
As shown on table 2, the fact that pasta is consumed when hot makes people comfortable and brings up memories when they were home, thus leading to values like family and security.
As shown on tables 3 and 4, values like self-esteem and belonging are connected to different consequences and different attributes. For some people it is important to be able to cook a nice and tasty dinner for their friends, and attributes like reliability of the ingredients and their easiness to be cooked can really help to achieve this objective, while for other people it’s important to stay in shape, and they will choose healthy and digestible ingredients to cook their
Introduction
Barilla is one of the most famous food brand in Italy and the …show more content…
It consists in a couple of face-to-face interviews about the product, the brand and some other competitors brands with the aim to find relevant attributes, consequences and values. The competitors used for the interviews are: Garofalo, Divella, San Remo and Zafarelli. Every interview started with pre-selected and self-prepared questions in order to find the attributes and the next questions were personalized according to the attributes perceived as relevant by the respondent. These questions’ aim was to collect data about consequences related to the attributes and terminal values fulfilled by these consequences. To find the attributes three methods were …show more content…
The two common attributes were the reliability of the brand (consumers feel safe when they buy pasta Barilla) and his hotness (which leads to comfort, coziness, family and belonging).
As shown on table 1, the first attribute is that Barilla is Italian. Just knowing the country of origin makes the respondent think that the product is classy and sophisticated and when she eats it she feels rewarded and thus pleased.
As shown on table 2, the fact that pasta is consumed when hot makes people comfortable and brings up memories when they were home, thus leading to values like family and security.
As shown on tables 3 and 4, values like self-esteem and belonging are connected to different consequences and different attributes. For some people it is important to be able to cook a nice and tasty dinner for their friends, and attributes like reliability of the ingredients and their easiness to be cooked can really help to achieve this objective, while for other people it’s important to stay in shape, and they will choose healthy and digestible ingredients to cook their