MkT366 Group Based Assignment

Sustainability Marketing

Group Based Assignment

MkT366 /2/2022

Dylan Tan——(E2071189)

John Chia—–(Z2070886)

Yeo Wei Xin ——(W1870021)

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Section (a) Factors influencing consumers to buy local vegetables

Section (b) Recommended strategies to increase consumer demand for local vegetables

From the survey, we see that most of our consumers have no idea whether they buy locally produced vegetables or imported ones. This is because Singapore imports over 90 percent of its food from overseas, (Kok, 2021) it is hard for consumers to take note of locally produced vegetables. Most consumers would emphasize more on the freshness of the vegetables rather than the brand of the vegetables as seen from the survey. As such, we feel that the brand of locally produced vegetables can be positioned better by emphasizing its inherent consumers’ benefits. Riding on Singapore’s Green Plan 2030 to locally produce 30 percent of Singapore’s nutritional needs, (Food, n.d) we can include in our packaging or advertisements, how supporting local vegetables can benefit consumers as well. Two benefits that can be emphasized based on our survey is that eating local food brings more nutrients to our body since the time taken from harvesting the vegetables to your body is a lot shorter compared to imported vegetables that could have been stored for a much longer time. Secondly, supporting local food also benefits the environment as consumers are sustaining farmland and green or open space in the community. (Rita, 2018) As Singaporeans pay more attention to the environment and climate change, we can make use of the paradigm shift to target consumers that are making an effort to reduce their carbon footprints. Just changing the packaging to highlight the two key benefits may not be enough especially for the more older consumers that are not attentive to wordings on the packaging. Thus, advertising the two key benefits on local televisions channel will allow consumers to be more mindful of the local brand to support when going to the supermarket to purchase their vegetables.

Secondly, from the survey, we also see that consumers are more resistant to switch to locally produced vegetable because it is generally more expensive. Because Singapore is a country that lacks in space and resources, the cost of producing vegetables locally is also very high, and this translates into a higher price tag on the consumers. (Ng, 2020) Recently, Singapore has just announced that they will fund local farmers S$60 million for them to expand product capability, increase yield, raise productivity, and improve the efficiency of the resource used. (Nathalie, 2021) This means that the cost of producing vegetables locally will likely decrease with better machineries to produce higher yields. Because the price of locally produced vegetables is so significant, it deters consumers from wanting to support local vegetables. Therefore, we would propose local vegetables brand to adopt cost-based pricing, to set the price of the locally produced vegetables based on cost of production, manufacture and distribution of the products. The aim is to price local vegetables competitively so that consumers will even consider consuming local vegetables and not see them as a premium. We want to to expand our target audience to not just those that wealthier, thus by pricing local vegetables competitively, it will likely attract a wide array of consumers.

Contents

Kok Thai, L. (2021, February 10). Singapore: Food security despite the odds. Retrieved February 27, 2022, from https://www.sfa.gov.sg/food-for-thought/article/detail/singapore-food-security-despite-the-odds#:~:text=Food%20security%E2%80%94%20access%20to%20safe,from%20an%20increasingly%20disrupted%20world. Food. MSE. (n.d.). Retrieved February 26, 2022, from https://www.mse.gov.sg/policies/food/ Rita Klavinski, M. S. U. E. (2018, September 20). 7 benefits of eating local foods. MSU Extension. Retrieved February 26, 2022, from https://www.canr.msu.edu/news/7_benefits_of_eating_local_foods Ng, J. S. (2020, March 21). The big read: Singapore has been buttressing its food security for decades. now, people realise why. TODAY. Retrieved February 26, 2022, from https://www.todayonline.com/big-read/big-read-singapore-has-been-buttressing-its-food-security-decades-now-people-realise-why Nathalie van Wijkvliet Community manager with a green heart. Blogger. Aspiring urban farmer. Motivated to contribute to a food system where both planet and people can thrive. More from author. (2021, December 9). No space, no problem. how Singapore is turning into an edible paradise. Sustainable Urban Delta. Retrieved February 26, 2022, from https://sustainableurbandelta.com/singapore-30-by-30-food-system/

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Reference