Questionnaire: Desserts consumers

Authors: Anaïs LEBASTARD and Sophie NOURRY

This study was led during our 4th year project: "Sweet pizzas industrialization". We wished to establish a market study to guarantee our project's viability. We decided to focus our researches on dessert's market, potential competitor for Sweet Pizzas.

Our problematic is: What are consumption habits of the pre-established target for our sweet pizzas project (teenagers and young adults)? With this study, we wanted to determine main desserts consumers' profiles, in terms of consumption's frequency, moment, place and environment, but also the purchase's place and price.

We questioned 212 persons. We chose to put in active variables consumption's frequency, moment, place and environment and purchase's place and price. To illustrate, we used the age, the sex, the marital status, socio professional groups, but also images and choice (taste, visual and senses) variables.

Thanks to the statistic study, we obtained market segmentation in three clusters:

  • The first cluster shows the particularities of the fast-food generation concerning desserts. They love them, they consider it as their favourite part of a meal, and they eat it very frequently on the go or in fast food. They buy their desserts mostly in the refrigerated section and in the biscuit section
  • The second cluster shows the consumption's profile of families. Parents who buy the products have a convivial image of desserts, because they eat most of the time these products with their family at dinner. They buy desserts occasionally and are not great consumers. They often make their desserts themselves
  • Then there are the people who eat desserts at the canteen, who buy fewer desserts. They have a rational consumption. This class is at 78% composed of students

To conclude, we highlighted that our targets for sweet pizza (teenagers and young adults less than 35 years old) love desserts which are their favourite part of a meal. They are used to eat individual desserts out of a concept of conviviality unlike older people who enjoy eating dessert with their family.

Find here the data set and the R script:

The results of the ENMCA() function are the following:

Beware the results of HCPC() and ENMCA() are not quite the same since the data are ventilated and the method of classification is a bit different.