This document summarizes research on the market potential for a product that tracks food expiration dates. Key findings from interviews and an online survey of 82 people include: 1) Fruits and vegetables are most often wasted foods; 2) 58% of respondents were willing to buy the product, below the 70% benchmark; 3) Higher food waste and income levels did not correlate with greater purchase interest. The conclusion is that there is not sufficient market interest in such a product based on the research findings. Limitations and areas for improvement in future studies are also discussed.

1. Food Expiration Marketing
Research Project
Aditya Thakur – Manasi Somalwar – Brendan Koeniger – Melanie Michelangeli

2. 2
Exploratory Research
Method:
- In-depth one on one interviews
Key Findings
-Food wasted the most are fruits
and vegetables.
-People seemed interested in buying a product that will help track expiration.
-People are more willing to consume goods that will expire soon.
-Reframed managerial problem

3. 3
Management and Research Problem
Is there a market for a product which tracks food expiration?
- People busy lifestyles lead to buying in bulk, and stocking
food items.
- Tracking expiration on different products is rather difficult.
Overall goal of research:
1.Analyze grocery buying and usage patterns of families.
2.Gauge the concern among households on food wastage.

4. 4
Research Question Explored:
• Bulk buying -> Higher foood wastage
• Higher income -> Greater food wastage
• Higher income -> Higher willigness to purchase the product
• Lower Income -> Higher willigness to consume food which will
expire soon.

5. 5
Sample & Collection Design
• Online survey
• Non-Probability random sampling –
Snowball method (age: 18+)
• Reason: Did not want to make an
hypothesis about any segment
earlier on.
• Sample Size: 82
• The sample is representative of
the USA population.
• Test used: Non-parametric chi-
square test for known
proportions.

6. 6
Survey Findings

7. 7
Less than 70% people willing to buy the product
• Observed willingness to buy the product is 58% (Benchmark: 70%)
• 58% is different from benchmark of 70%
• Test: One sample test for proportion

8. 8
Higher food wastage did not show higher
willingness to buy the product
Initial Hypothesis:
•Higher wastage -> greater willingness to
purchase the product
Survey Findings:
•Willingness to purchase the product and
wastage are independent of each other.
•Test: Cross Tab-Chi square
•P-Value: 0.428

9. 9
Higher willingness to go out of way to consume food
does not imply higher intention to purchase our product
Initial Hypothesis:
•Higher willingness to go out of way to
consume food -> greater intent to
purchase the product
Survey Findings:
•Willingness to consume food product and
wastage are independent of each other.
•Test: Cross Tab-Chi square
•P-Value: 0.431

10. 10
Larger household size did not correlate to higher food
wastage
Initial Hypothesis:
•Wastage patterns proportional to Family
size.
Survey Findings:
•No correlation between both the
parameters
•Test: Bivariate Correlation
•P-Value: 0.143

11. 11
Wastage Patterns

12. 12
Income level and food wastage are indepentent
Initial Hypothesis:
•People with higher income level
waste more food.
Survey Findings:
•Test shows people with higher
income levels do not waste more food
than those with low income.
•Test: Cross Tabs Chi-Squared
•P-Value: 0.622

13. 13
Tracking expiration dates does not increase the
willingness to purchase the product
Initial Hypothesis:
•People who track expiration on a
regular basis would be willing to buy a
product that would assist to track
expiration
Survey Findings:
•Parameters are independent
•Test: Cross Tabs Chi-Squared
•P-Value: 0.160

14. 14
Conclusion: The product is a No-Go for households
• Less than 70% people have the intent to purchase the product.
• Higher waste disposal does not increase the interest in the product.
• People who go out of the way to consume food do not show much
interest to buy the product.
• Higher income does not increase the interest in buying the product.

15. 15
Limitations & Lessons Learned
• Lack of product prototype
• Conclusions and findings based on perceptions and not actual
observations
• Lack of significant sample for few test parameters
Next Time
• Have a larger sample of people
• See what specific foods are wasted
• Determine whether or not this is a problem that affects larger
businesses like restaurants