In order to identify the target market for the proposed business, learners must demonstrate understanding of the methods used and consider various methods while providing reasons for their choice. Market research should be included in these methods and learners should explain why.
Other methods may present more difficulties, but selecting and justifying them should contribute to a potential business launch instead of providing a mere descriptive account of their possible applications. Secondary research, also known as "desk research," was conducted alongside primary research to gather broader information regarding the consumption of curries in the United Kingdom. By doing this, I will be able to determine if businesses are growing or disappearing from the high street. This secondary research was carried out during the planning phase for the target market.
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The internet provided me with research on the number of curries sold in a business per month. This information helped me determine my target sales for the month. It allowed me to gather information quickly, inexpensively, and with some level of up-to-dateness (Although I attempted to find more recent data, the most recent available was from 2011). The research was obtained from a reliable source (Mintel) and was easy to comprehend and apply.
The research was conducted using multiple sources to ensure the accuracy and reliability of the gathered information. The primary objective was to determine the market growth and identify the popular types of curry. Although it would have been preferable to obtain secondary data on the curry market in the East Midlands region, including insights into night workers' eating habits, such information was unavailable. Therefore, conducting primary research i
necessary to collect this data.
Various techniques of secondary research were employed to ascertain the local businesses that operate overnight and employ night shift workers, as well as gather data on their number of employees working during nighttime. Through secondary research, I obtained information about the canteen manager at these organizations. However, the necessary information was not accessible online, thus necessitating primary research.
The lifestyle and disposable income of the target audience was determined using both secondary and primary research methods. The Acorn website provided reliable and up-to-date information for the secondary research, while primary research involved conducting telephone conversations with canteens at Pedigree Petfoods and Kettleby Foods. This primary research was necessary because Curry in a Box targets large businesses operating during nighttime and their employees working overnight. The collected data from both research methods helped establish a pricing strategy to effectively target the desired audience.
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