Market Research for Innovative Lunch Time Solutions

Abstract

This thesis explores the development and validation of the E-lunch box concept, aimed at ad-dressing the lunchtime challenges faced by working professionals in the Greater Helsinki area. The research was driven by the need to enhance convenience, variety, and quality in workplace lunches. Initial findings revealed a significant dissatisfaction among employees with their current lunch options, with approximately ninety percent expressing a desire for improvement. Key factors influencing lunchtime choices, such as price, convenience, health, and variety, were identified through comprehensive surveys.

An effort was made to understand the current trends and practices of lunchtime behaviour, which gave an insight to the current market and upcoming trends. Various theoretical Perspectives were used to understand the demand and choices of lunch time, among the different theories three were taken into consideration for this research. The three being Segmentation, aimed at dividing the market into different groups to gain a deeper understanding of the topic. Maslow’s hierarchy of needs, utilized to grasp the significance of lunchtime to the working individual. And the buying decision process, to understand how individuals end up making decision regarding which product to purchase and whether the E-lunch box fits into their decision-making process.

Quantitative analysis, facilitated by the survey questions, were employed to generate empirical evidence on this topic. The survey focused on the four topics current trends, segmentation, significance of lunchtime and buying decision process. Snow-ball sampling method was used as it seems to be the fastest way to get maximum number of respondents but comes with few limitations such as biasness in the answer and reaching similar group of people. Which was seen in the finding as eighty percent of the respondents were from similar age group.

The research shows a need for a new solution for lunchtime, about ninety percent of people were not fully satisfied with their current sources of lunch. Also, the findings on this research gave an insight on factors that influenced lunchtime decisions such as price, convenience, health, and variation. These insights underscore the necessity for innovative solution and the finding further suggest need for further research. By integrating the insights gained, future developments of the E-lunch box can effectively meet the needs of working professional, ensuring a higher adoption rate and satisfaction.