Awara Foods is one of the oldest factories in Egypt that produces Halva and Tahini. The company was established in 1949 and has since then focused on producing high-quality products while keeping food safety at the forefront (Awara Foods, n.d.). Awara Foods aims to provide premium quality products that are healthy, nutritious, and meet customer needs. Awara Foods aims to offer a wide range of food products under the Awara Foods brand while achieving financial success and leaving a positive impact on society (Awara Foods, n.d.). The company’s vision is to create products that customers are eager to buy, and employees are proud to sell. Awara Foods’ values and philosophy reflect the company’s socially and environmentally responsible nature. The company makes all its business decisions based on these values and uses them as the foundation for its operations.
Awara Foods produces three main products, which include Floss Halva, Halva, and Tahini (Awara Foods, n.d.). All of their products are made with high-quality ingredients, and the company uses innovative production techniques to provide customers with the best taste. Awara Foods offers a variety of packaging sizes for each product to cater to the needs of different customers. The company uses plastic packaging for most of its products, and the packaging sizes range from 30 grams to 18,000 grams (Awara Foods, n.d.). Awara Foods’ main competitors in the market are ELBawadi, ELRashedy, ELMizan, and Halwany (Awara Foods, n.d.). Awara Foods’ products have several advantages over its competitors, including the use of the best quality sesame seeds for its Tahini, a higher quantity of tahini and whole nuts in its Halva, and the use of sugar and tahini in its Floss Halva.
Awara Foods distributes its products through various supermarkets and hypermarkets in Egypt, including Seoudi Supermarkets, Oscar Grand Stores, Mahmoud El Far Supermarkets, Lulu Hypermarkets, Flamingo, Royal House, Saudi Egyptian Markets, Hyper Sultan, and online platforms like Jumia, Noon, Maxab, and Talabeyah (Awara Foods, n.d.). Awara Foods plans to launch a new brand targeting the upper social class and anyone seeking high-quality products. The company will need to create a new brand name, revise its logo, slogan, packaging, and designs, and generate new ideas to attract its target audience.
Consumer Research: Overview
The current section will provide the results of the interviews with survey participants/ Sample number is fourteen participants with different occupations representing various age groups. The table below shows the participants’ relevant demographics, psychographics, and interview methods (See Table 1). In Table 2, information about the product pricing can be found. Research aims to The information related to the goals and aims of the research is enumerated below. Research aims to:
- To understand the participants’ awareness and familiarity with floss halva.
- To identify factors that influence participants’ decision to buy floss halva.
- To gain insights into the participants’ preferences and behavior related to sweet snacks.
- To evaluate participants’ perceptions of the healthiness and nutritional value of floss halva.
- To explore participants’ preferences regarding the size, packaging, method of consumption, sales channel of floss halva.
- To assess participants’ willingness to purchase floss halva and their buying habits.
- To determine the effectiveness of advertising in promoting floss halva.
- To identify the most suitable channels for advertising floss halva and the type of messaging that resonates with the participants.
Table 1
Table 2: Product Price
Customers’ Attitude to the Product and Its Consume
Customers need the product as a sweet snack or dessert option. They buy the product when they want something sweet or as a snack during breakfast and dinner (Interviews, 4 with Rania Mohamed Housewife). They buy products from supermarkets, including Saudi Supermarket, Oscar Supermarket, Seoudi, and others. In addition, they buy it from convenience stores, and some may purchase it online (Interviews, 7 Sarah Abdelkhalek). Therefore, customers apply various comfortable methods for consuming the products.
Factors that Influence Customers’ Purchase Decisions and the Way They Consume the Product
According to the interviews, different specific factors form customers’ behavior. An advertisement on social media or TV could influence customers’ purchase decisions (Interviews, 12 with Farah, Undergraduate). In addition, customers rely on recommendations from family and friends (Interviews, 9 with Nour Ghamrawy, undergraduate). They consume the product by itself or as a topping for desserts (Interviews, 8 Farah Fouad). Some prefer to eat it as a snack during breakfast and dinner.
References
Awara Foods (n.d.). Client Brief. Web.
Interviews [Word document].