Hertz Global Holdings Inc[2] is a car rental company with locations in 145 countries worldwide.[2]

In the case of REDA, the [negative] perceptions of the people are greatly influenced by the news media, highlighting the ongoing ethical crisis within the organisation. As such, the recent controversies surrounding REDA is now in the forefront of debates which further hurts the image of the company. Belonging in the real estate development industry, this market research will focus on how REDA is being perceived by the people being affected by that industry. There is a need therefore to conduct a public perception audit to determine the perceptions of the Hong Kong nationals regarding the controversies.

Research design

A conclusive research design is suitable for this market research using a cross-sectional approach. Since the focus of the research is the perception of the public, it is suggested that the perceptions of the people will be studied at a particular time, and the closest time possible on the alleged occurrence of the controversies. In this way, the perceptions of the people are shaped by their knowledge of these controversies.

A survey strategy will be used and questionnaire will be developed. It is suggested that the questionnaire will have two parts: demographic and perceptions-related questions. Further, the questionnaire itself will be bilingual hence with interpretations in English and Mandarin. This was chosen since the questionnaire method can generate a large amount of data in an economical way. Ranking, close- and open-ended questions will be likely used in the questionnaire. Questionnaires will be number coded since names of the respondents will not be collected.

The study will target at least 1% of the total population to reflect the diversity in perceptions on the corporate image of REDA. Non-probability sampling technique will be used. Specifically, convenience sampling will be employed since it can make the survey faster and easier. This is critical because there is a need to avoid time bias wherein the public can instantly change their perceptions about the organisation through the mediation of the local media.

Data collection

Primary and secondary data will be collected. In primary research, Hong Kong residents will be surveyed. Survey of the respondents will be conducted in places with high human traffic such as in the business district. The survey will be self-administered so that if the respondent decided to accomplish the questionnaire at a later time s/he can do so.

Secondary data, on the other hand, will be collected from previous research reports, company reports, newspaper editorials and journal articles. Collected information from these sources will be treated as primer or backgrounders.

Data analysis

Results will be tabulated using the SPSS software. Aside from descriptive statistics of weighted mean and percentage, data will be compared using analysis of variance (ANOVA). For the open-ended questions, qualitative data analysis will be used for the purpose of extracting the most relevant themes from the analysed data and then categorised them accordingly. As such, thematic content and comparative analysis will be used.

Reporting

Results of the market research will be reported via written reports including a newsletter that will be prepared by REDA. This newsletter will be disseminated for public readership free of charge. Such a newsletter will feature the results as well as how REDA could likely do to address the different perceptions of the public.
Food containing olive oil can carry labels saying it may reduce the risk of coronary heart disease.

This claim, approved in 2004 by the US Food and Drug Administration (FDA), had a positive sales impact among American consumers and significantly improved their health perception of this type of oil.

Euromonitor International suggests that a combination of new strategies could pave the way for even further growth
Heart-friendly Mediterranean diet

Recent research has highlighted the purported heart benefits stemming from the so-called Mediterranean diet, which is traditionally high in unsaturated fats from vegetable oil, nuts and such fish as salmon and tuna.

The mortality rate dropped by more than 50% among elderly Europeans who stuck to such traditional diets and led healthy lifestyles, according to research published in the Journal of the American Medical Association in September.

In addition, there is a large body of clinical data showing that consumption of olive oil can provide heart-health benefits such as a favourable influence on cholesterol regulation and LDL cholesterol oxidation, and that it exerts anti-inflammatory, antithrombotic, antihypertensive as well as vasodilatory effects both in animals and humans.

As the least processed forms of olive oil, extra virgin or virgin olive oil have more monounsaturated fatty acids than other olive oil types. They also contain more polyphenols, which may have additional benefits for the heart.
Health trend drives olive oil sales in the US

Olive oil was the best performing oils and fats category in the US in 2010, achieving retail value growth of more than 2%. Retail volume sales also grew by 2% on 2009. Olive oil performed well because it meets consumer demand for both health and taste.

Many Americans believe olive oil to be the healthiest oil due to the FDA's November 2004 decision to allow olive oil to carry a qualified health claim, linking its monounsaturated fat content to a reduced risk of coronary heart disease.

US consumers are also moderately worried about trans fats and hydrogenated fats. As such, their desire for 'healthier' fats has driven growth of olive oil and functional spreadable oils and fats at the expense of margarine and regular spreadable oils and fats.

Mandatory trans fat labelling became effective in January 2006. This prompted many manufacturers to reformulate their products to remove trans fats from their margarine, spreadable oils and fats and cooking fats, so they could list a zero trans fat content on their packaging nutrition labels.

Despite the removal of trans fats from many products, margarine, regular spreadable oils and fats and cooking fats still suffer from a negative image – they are seen as “unnatural” and also not as tasty as butter. Demand for these products has continued to decline following the removal of trans fats.

Cholesterol reduction to justify higher prices
In the US, premium-positioned oils and fats typically feature health benefits such as cholesterol reduction in order to justify their higher than average price points. This is significant as many products in the category are considered to be commodities rather than added-value foodstuffs.

For example, while most butter sold in the US is standard, premium varieties exist in the form of organic and imported products.

Crucially, olive oil uses various upscale indicators and signifiers such as “cold-pressed” and “extra virgin” to justify higher prices, as well as an emphasis on terroir (growing region). Although some of the premium brands do offer higher quality, many are not sufficiently differentiated to justify consumers paying more for them.

Moreover, some American consumers do not understand the added-value concepts behind terms such as “cold-pressed” or “extra virgin” and therefore are not willing to pay more for products with these attributes or claims.

Future direction
Nevertheless, olive oil is still expected to be the best performer within the American oils and fats market over the 2010-2015 period, with retail value sales expected to rise by 13% and retail volume sales by 9%.

Consumer perception of olive oil as the “healthiest” oil is expected to continue, thereby boosting demand and helping olive oil to take share from other varieties, particularly vegetable and seed oil.

This growth could, however, be pushed even further by combining different strategies aiming to increase the added-value attributes – and consumer perception - of current olive oil lines. One example could be the inclusion of ethical properties, a trend already present in other food categories such as chocolate confectionery and milk.

This could be done through the development of bottles featuring a carbon logo showing the commitment of the manufacturer to reducing energy and water use over a period of time. The addition of ethical properties could be particularly effective in organic olive oil, a product variety targeting the higher end of the consumer market.

Another potential strategy to increase demand for already established olive oil lines is the further segmentation of brands through labelling to highlight the provenance of the olives used. Linking one particular olive type to one region would encourage consumers to pay a premium as a way of supporting sustainable farming in close communities.

This is a strategy that is already proving to be quite effective in products like milk and cheese in some Western European countries.
 
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Hertz Global Holdings Inc[2] is a car rental company with locations in 145 countries worldwide.[2]

In the case of REDA, the [negative] perceptions of the people are greatly influenced by the news media, highlighting the ongoing ethical crisis within the organisation. As such, the recent controversies surrounding REDA is now in the forefront of debates which further hurts the image of the company. Belonging in the real estate development industry, this market research will focus on how REDA is being perceived by the people being affected by that industry. There is a need therefore to conduct a public perception audit to determine the perceptions of the Hong Kong nationals regarding the controversies.

Research design

A conclusive research design is suitable for this market research using a cross-sectional approach. Since the focus of the research is the perception of the public, it is suggested that the perceptions of the people will be studied at a particular time, and the closest time possible on the alleged occurrence of the controversies. In this way, the perceptions of the people are shaped by their knowledge of these controversies.

A survey strategy will be used and questionnaire will be developed. It is suggested that the questionnaire will have two parts: demographic and perceptions-related questions. Further, the questionnaire itself will be bilingual hence with interpretations in English and Mandarin. This was chosen since the questionnaire method can generate a large amount of data in an economical way. Ranking, close- and open-ended questions will be likely used in the questionnaire. Questionnaires will be number coded since names of the respondents will not be collected.

The study will target at least 1% of the total population to reflect the diversity in perceptions on the corporate image of REDA. Non-probability sampling technique will be used. Specifically, convenience sampling will be employed since it can make the survey faster and easier. This is critical because there is a need to avoid time bias wherein the public can instantly change their perceptions about the organisation through the mediation of the local media.

Data collection

Primary and secondary data will be collected. In primary research, Hong Kong residents will be surveyed. Survey of the respondents will be conducted in places with high human traffic such as in the business district. The survey will be self-administered so that if the respondent decided to accomplish the questionnaire at a later time s/he can do so.

Secondary data, on the other hand, will be collected from previous research reports, company reports, newspaper editorials and journal articles. Collected information from these sources will be treated as primer or backgrounders.

Data analysis

Results will be tabulated using the SPSS software. Aside from descriptive statistics of weighted mean and percentage, data will be compared using analysis of variance (ANOVA). For the open-ended questions, qualitative data analysis will be used for the purpose of extracting the most relevant themes from the analysed data and then categorised them accordingly. As such, thematic content and comparative analysis will be used.

Reporting

Results of the market research will be reported via written reports including a newsletter that will be prepared by REDA. This newsletter will be disseminated for public readership free of charge. Such a newsletter will feature the results as well as how REDA could likely do to address the different perceptions of the public.
Food containing olive oil can carry labels saying it may reduce the risk of coronary heart disease.

This claim, approved in 2004 by the US Food and Drug Administration (FDA), had a positive sales impact among American consumers and significantly improved their health perception of this type of oil.

Euromonitor International suggests that a combination of new strategies could pave the way for even further growth
Heart-friendly Mediterranean diet

Recent research has highlighted the purported heart benefits stemming from the so-called Mediterranean diet, which is traditionally high in unsaturated fats from vegetable oil, nuts and such fish as salmon and tuna.

The mortality rate dropped by more than 50% among elderly Europeans who stuck to such traditional diets and led healthy lifestyles, according to research published in the Journal of the American Medical Association in September.

In addition, there is a large body of clinical data showing that consumption of olive oil can provide heart-health benefits such as a favourable influence on cholesterol regulation and LDL cholesterol oxidation, and that it exerts anti-inflammatory, antithrombotic, antihypertensive as well as vasodilatory effects both in animals and humans.

As the least processed forms of olive oil, extra virgin or virgin olive oil have more monounsaturated fatty acids than other olive oil types. They also contain more polyphenols, which may have additional benefits for the heart.
Health trend drives olive oil sales in the US

Olive oil was the best performing oils and fats category in the US in 2010, achieving retail value growth of more than 2%. Retail volume sales also grew by 2% on 2009. Olive oil performed well because it meets consumer demand for both health and taste.

Many Americans believe olive oil to be the healthiest oil due to the FDA's November 2004 decision to allow olive oil to carry a qualified health claim, linking its monounsaturated fat content to a reduced risk of coronary heart disease.

US consumers are also moderately worried about trans fats and hydrogenated fats. As such, their desire for 'healthier' fats has driven growth of olive oil and functional spreadable oils and fats at the expense of margarine and regular spreadable oils and fats.

Mandatory trans fat labelling became effective in January 2006. This prompted many manufacturers to reformulate their products to remove trans fats from their margarine, spreadable oils and fats and cooking fats, so they could list a zero trans fat content on their packaging nutrition labels.

Despite the removal of trans fats from many products, margarine, regular spreadable oils and fats and cooking fats still suffer from a negative image – they are seen as “unnatural” and also not as tasty as butter. Demand for these products has continued to decline following the removal of trans fats.

Cholesterol reduction to justify higher prices
In the US, premium-positioned oils and fats typically feature health benefits such as cholesterol reduction in order to justify their higher than average price points. This is significant as many products in the category are considered to be commodities rather than added-value foodstuffs.

For example, while most butter sold in the US is standard, premium varieties exist in the form of organic and imported products.

Crucially, olive oil uses various upscale indicators and signifiers such as “cold-pressed” and “extra virgin” to justify higher prices, as well as an emphasis on terroir (growing region). Although some of the premium brands do offer higher quality, many are not sufficiently differentiated to justify consumers paying more for them.

Moreover, some American consumers do not understand the added-value concepts behind terms such as “cold-pressed” or “extra virgin” and therefore are not willing to pay more for products with these attributes or claims.

Future direction
Nevertheless, olive oil is still expected to be the best performer within the American oils and fats market over the 2010-2015 period, with retail value sales expected to rise by 13% and retail volume sales by 9%.

Consumer perception of olive oil as the “healthiest” oil is expected to continue, thereby boosting demand and helping olive oil to take share from other varieties, particularly vegetable and seed oil.

This growth could, however, be pushed even further by combining different strategies aiming to increase the added-value attributes – and consumer perception - of current olive oil lines. One example could be the inclusion of ethical properties, a trend already present in other food categories such as chocolate confectionery and milk.

This could be done through the development of bottles featuring a carbon logo showing the commitment of the manufacturer to reducing energy and water use over a period of time. The addition of ethical properties could be particularly effective in organic olive oil, a product variety targeting the higher end of the consumer market.

Another potential strategy to increase demand for already established olive oil lines is the further segmentation of brands through labelling to highlight the provenance of the olives used. Linking one particular olive type to one region would encourage consumers to pay a premium as a way of supporting sustainable farming in close communities.

This is a strategy that is already proving to be quite effective in products like milk and cheese in some Western European countries.

Hey netra, i read your report on The Hertz Corporation and it was really awesome and contain nice information. I must tell you that you are going to be appreciated by many people. Well, i am also uploading a document on The Hertz Corporation for helping more and more people.
 

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