DeSales Students Conduct Study on Ice Preference of Young Adults and Gain Real World Market Research Experience
DeSales University students gained some real world market research experience recently, as they helped conduct a study on the preferences of teens and young adults for beverages and ice products. The study, completed under the direction of Dr. Sue McGorry, associate professor in the department of business at DeSales, was completed for the Follett Corporation, in connection with the company's Chewblet® icemaker.
The study was conducted by 23 students, sophomores through seniors, in McGorry's marketing research class, during the spring semester. As part of the study, students surveyed 174 participants and interviewed over 60 people. They analyzed qualitative and quantitative data to develop recommendations to deliver to Follett, regarding the potential market for their product. The results of the study showed a preference for Follett Corporation's Chewblet ice by almost 2 to 1 over traditional cube ice for use in fountain beverages.
According to McGorry, the experience proved worthwhile to the DeSales marketing students.
"Students are usually very surprised at what is actually involved in the marketing research process," said McGorry. "For many, this is the first time they had the opportunity to meet with a client and help conduct research to identify target markets, more clearly define new markets, or simply understand an evolving marketplace."
The findings showed 63 percent of the primarily 17 to 22 year-olds surveyed preferred Chewblet ice to cube ice. Almost 80 percent of participants surveyed liked the texture, appearance, size, shape and chewability of Chewblet ice.
"Follett was interested in studying teen and young adult preferences to complement the work done with broader market segments," said McGorry. "The findings of the study clearly demonstrate the tremendous potential for Chewblet ice to complement other products, such as fountain beverages, to attract young adults and provide significant lifetime customer value to retailers."
"The DeSales students conducted their research in a very professional manner and their findings corroborate other market research studies," said Michael Rice, product marketing manager with Follett Corp. "For Follett, this is an indication of the potential market demand and profitability for Chewblet ice, and supports Follett's continued development of this growing market."
According to Rice, the DeSales findings are similar to other market research studies that show preference for Chewblet ice averages over 70 percent. Follett's Chewblet icemakers are energy and water efficient, qualify for rebates under the California utility rebate programs, and reduce water consumption by over 30 percent compared to typical cube-type machines. All Chewblet icemakers offer Follett's exclusive ice-through-a-tube Satellite-fill(tm) capability which improves sanitation and safety and increases design flexibility.
Founded in 1948, Follett Corporation is a leading manufacturer of ice-related equipment, including icemakers, ice storage and transport equipment, ice and beverage and ice and water dispensing equipment for foodservice and healthcare markets worldwide.
For more information on the project, contact Dr. Sue McGorry, associate professor in the DeSales University Department of Business, at 610-282-1100, ext. 1329, or at Sue.McGorry@DeSales.edu.
Chewblet® is a registered trademark of Follett Corporation, registered in U.S.
Press Release: DeSales Students Conduct Study on Ice Preference of Young Adults and Gain Real World Market Research Experience | Posted on: 7/24/2007
For more info:
Tom McNamara, Executive Director of Communications
DeSales University | 2255 Station Avenue | Center Valley, PA 18034
610.282.1100 x1219 | Tom.McNamara@desales.edu