Description: Currently, South Africa is the second largest macadamia producers in the world. While the awareness and penetration of macadamia in Hong-Kong, Taiwan , Japan and South Korea are impressive, in China the awareness is still extremely low. Given the South African macadamia production growth, the client targets the promising Chinese market as their main future market. Before starting to aggressively promote their products in China, the client aimed to get better understanding of the Chinese consumers, their perception toward local and imported products and the decision making in choosing which macadamia product to purchase.
Deliverable: Complete and thorough research project including desk research, store checks, and series of testing focus groups in various cities.