[FONT="]Table of Content

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[FONT="]1. EXECUTIVE SUMMARY [FONT="]

[FONT="]2. BACKGROUND, OBJECTIVES AND SCOPE [FONT="]

[FONT="]2.1 BACKGROUND [FONT="]

[FONT="]2.2 OBJECTIVES [FONT="]

[FONT="]2.3 INFORMATION NEEDS [FONT="]

[FONT="]2.4 SCOPE [FONT="]

[FONT="]3. METHODOLOGY [FONT="]

[FONT="]3.1 The study approach [FONT="]

[FONT="]3.2 Methodology in focus [FONT="]

[FONT="]4. LITERATURE REVIEW [FONT="]

[FONT="]4.1 The possibilities of the market study [FONT="]

[FONT="]4.2 Organization of the market study [FONT="]

[FONT="]4.3 Elements of the market study [FONT="]

[FONT="]4.4 The qualitative -- quantitative dichotomy [FONT="]

[FONT="]4.5 Product positioning and perceptual mapping [FONT="]

[FONT="]4.6 Product diffusion process [FONT="]

[FONT="]4.7 Pricing survey techniques [FONT="]

[FONT="]5. QUALITATIVE PILOT FINDINGS [FONT="]

[FONT="]5.1 Coffee using and buying habits [FONT="]

[FONT="]5.2 Instant coffee mix usage, relative advantages and disadvantages [FONT="]

[FONT="]5.3 Brand awareness and attitudes toward brand choice [FONT="]

[FONT="]5.4 Preference on the product features [FONT="]

[FONT="]5.5 Product packages [FONT="]

[FONT="]5.6 Advertising awareness [FONT="]

[FONT="]5.7 Taste test [FONT="]

[FONT="]6. DATA ANALYSIS: CONSUMER SURVEY [FONT="]

[FONT="]6.1 Brand Awareness [FONT="]

[FONT="]6.2 Popularity [FONT="]

[FONT="]6.3 Estimated Market Potential [FONT="]

[FONT="]6.4 Where would the product sales volume come from? [FONT="]

[FONT="]6.5 Product positioning [FONT="]

[FONT="]6.6 Pricing points [FONT="]

[FONT="]6.7 Consumer using and buying habits [FONT="]

[FONT="]7. DATA ANALYSIS: TRADE SURVEY [FONT="]

[FONT="]7.1 Brand Awareness [FONT="]

[FONT="]7.2 Popularity [FONT="]

[FONT="]7.3 Profile of channel members [FONT="]

[FONT="]8. CONCLUSIONS AND RECOMMENDATIONS [FONT="]

[FONT="]8.1 Cannibalizing effect [FONT="]

[FONT="]8.2 Product positioning [FONT="]

[FONT="]8.3 Promotion mix issues [FONT="]

[FONT="]8.4 Placing issues [FONT="]

[FONT="]8.5 Pricing issues [FONT="]

[FONT="]8.6 Overall conclusion [FONT="]

[FONT="]9. LIMITATIONS AND DIRECTION FOR FURTHER RESEARCH [FONT="]

[FONT="]10. TABULATIONS: Consumer Survey [FONT="]

[FONT="]11. TABULATIONS: Trade Survey [FONT="]

[FONT="]12. APPENDIXES [FONT="]

[FONT="]12.1 MODERATOR GUIDELINE [FONT="]

[FONT="]12.2 CONSUMER QUESTIONNAIRE [FONT="]

[FONT="]12.3 TRADE QUESTIONNAIRE [FONT="]

[FONT="]12.4 TRADE SURVEY: SAMPLE ELEMENTS [FONT="]

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