Presented in a marketing research course. Topic focuses on Jeni's Splendid Ice Creams.

1. Jeni’s Splendid Ice Creams
Research and Results

2. Problem Definition
• Jeni’s Splendid Ice Creams is an artisan ice cream company known
for its creative flavors and high-quality ingredients.
• In 2015, the FDA discovered a bacteria called listeria in Jeni’s
production areas.
Management Decision Problem- What can Jeni’s Splendid Ice
Creams do to stop their brand from being associated with the 2015
listeria outbreak.
Marketing Research Problem- To determine the consumers’
perception of Jeni’s Splendid Ice Creams.

3. Approach to the Problem
RQ1: Where did the consumers get their
information about Jeni’s listeria outbreak?
H1: Read posts on social media
H2: Word of mouth
H3: Stayed up-to-date with a legitimate
news source
RQ3: Why have some customers remained
loyal to Jeni’s?
H1: Not informed of the outbreak
H2: Values the feel of the Jeni’s brand
RQ2: Where does the consumer spend their
money instead?
H1: Visits competing ice cream vendors like
Grater’s
H2: Buys ice cream from the store
H3: Opts for an entirely new snack
RQ4: How large of an impact does the media
have on consumers?
H1: Consumers base decisions off of what the
media projects
H2: Consumers decisions are unaffected by
the media
Theory: Those who no longer purchase from Jeni’s still fear a listeria outbreak.

4. Selected Research Design
• Focus Groups
• 3 groups: Those who used to purchase, those who still purchase and those
who have never purchased.
• Depth Interviews
• No depth interview was needed since the information needed was retrieved
from the focus groups.
• Other Forms of Research
• Word association and sentence completion was no longer needed after the
focus groups were conducted.

5. Data Collection Method
Focus Groups:
• 2 people per group
• Used quota sampling to control characteristics
• Were asked nine questions
Survey:
• 20 surveys completed
• Were asked 10 questions
• Structured, Unstructured, Dichotomous, Likert Scale
• Distributed in person

6. Data Analysis
No. User Group Sex Attitude
1 3 1 9
2 1 1 5
3 2 1 3
4 3 2 10
5 1 2 5
6 1 1 3
7 2 2 2
8 2 2 4
9 1 2 5
10 1 1 4
11 3 1 8
12 3 1 9
13 2 2 5
14 1 2 5
15 3 2 8
16 3 1 7
17 3 1 10
18 1 1 4
19 2 2 3
20 2 2 2
Usage and Attitude Toward Jeni’s Splendid Ice Creams
User Group
1= Never been to Jeni’s
2= Used to go to Jeni’s, but doesn’t
anymore
3= Still goes to Jeni’s
Sex
1= Male
2=Female

7. Data Analysis
Value Label Value Frequency Percentage
The Worst 1 0 0%
2 2 10%
3 3 15%
4 3 15%
5 5 25%
6 0 0%
7 1 5%
8 2 10%
9 2 10%
The Best 10 2 10%
Frequency Distribution of Attitude Toward Jeni’s Splendid Ice Creams
1
0%
2
10%
3
15%
4
15%
5
25%
6
0%
7
5%
8
10%
9
10%
10
10%

8. Results
• Honesty and willingness to give information resonated with
consumers.
• There are still consumers who fear another outbreak.
• A few forgot about the entire situation.
• Only one person was unaware of the outbreak.
• All respondents agreed that Jeni’s is no longer a hot commodity.

9. Comments
• “Their ice cream is not worth getting sick”
• “I love salty caramel!”
• “Maybe if they offered coupons”
• “Jeni’s and Graeter’s are way too expensive”
• “Store-bought is just as good”

10. Limitations and Caveats
• 2 individuals per focus group was not sufficient enough.
• There was a lot of time spent finding people for the focus groups.
• The research may not have focused on the right question.

11. Conclusions and Recommendations
• Jeni’s is not as popular and seems to have been forgotten all
together.
• They must come up with a new strategy to sell their brand.
• Updated website
• Updated social media
• Promotions and Advertising
• Honesty is the best policy

12. Thank You