Baljit Rupra is 20 years old and was born and brought up in Leicester. She is the second youngest of 7 siblings. She studies Media Production at De Montfort University but studied her first 2 years in Nottingham at a small Media Institution called Confetti.
The research plan is based on how people make sense of promotional offers during their weekly shops. The reasoning behind this topic is to find out how people are easily distracted by a good bargain and also see how people with shopping lists can be persuaded to buy that little bit more than what they have written down. Another reason is because most consumers are easily distracted when it comes to offer which go into supermarkets set on what they want to buy and leave spending £20 more than originally planned. To do this, an observation on 3 different shoppers will be carried out; 1 that writes a shopping list, 1 that does not write a shopping list and 1 that shops online.
What: An in depth research will be carried out on how promotional offers tempt customers to buy certain products, primarily focusing on foods high in sugar. In addition, both the shopping lists and receipts of the participants will be monitored with a comparison of all three at the end. By having a varied sample of participants it will enable a larger comparison with greater insight. Another thing was to do is a survey for the majority to fill in to show how often this occurs during a weekly shop. This will be very helpful for the topic as it can show this happens to people on a regular basis.
When: The duration period for this observation will be the whole of January, which will entail concentrating on one person per week and accompanying them on their weekly shop. Primary concern will be the comfort of the participants therefor their consent to be joined on their shopping trip must be given in order to have the most applicable and reliable data. Where: The 3 participants shop at different supermarkets, which are Tesco and Asda, these are the two highest supermarket brands that are well known for their promotional offers and are also often compared with each other. This can help compare the two brands and prices and also their offers on products high in sugar.
How: By creating a survey to be shared on social media sites for people to complete as it will help collect more data towards the research. Comparing their actual purchases with their original shopping lists, specifically sugary foods, will also collect data towards the research plan. Assistance will also be available for the participants when it comes to answering any questions they have in relation to the research plan and purpose. Explanations will be provided to them that in order for the observation to be as successful as possible, their shopping should be carried out as normal in their own comfort and worry not about any external pressures. In addition, the participants will be informed that any data collected will be strictly used for academic purposes and not shared with the general public.
Once enough data is collected, a presentation with charts demonstrating the similarities, differences and promotional offer purchases in their shopping habit will be provided. This will show the difference between a person with a shopping list, a person without shopping list and the online shopper and also show people how tempting offers can be within a supermarket and how it changes our perception on our daily shop and how much we buy. This will be followed through by giving each person a date to when they will be joined for their shop and from there an observation of how many times they purchase a promotional offer and what the product is will be made. This will enable the research plan to collect more data on these products to find out the sugar levels and show how easily people can be persuaded to buy these products.
Social Media Campaign
About the campaign
The Tech3022 students of Advanced Social Media, came together to organize a social media campaign to raise awareness for healthy eating as part of their module. Their main focuses are carbohydrates and sugar, in order to raise this issue, a campaign will take place on campus during the week commencing 16th March, where a series of events will be taking place for students to take part in.
- Target audience: The target audience for this campaign was aiming at 1st and 2nd year students at DMU as Tech3022 students came to the conclusion that 3rd year students would be more focused on their final year work and it would make more sense to aim it at the first two years as they tend to eat more takeaways than healthier options. They also thought that it would benefit them as it would help with budgeting as younger students only shop for convenience rather than well being.
- When: The social media campaign will be taking place on March 16th-March 20th on the last week of the second term as most students will be going through campus to attend last lectures before they go home.
- How: 3 groups were formed within the class; Events team, Social Media team & Website building team, between the three teams a Facebook, Instagram, Twitter and Pinterest page are created and gone live for public to view. The events team will be organizing a series of events throughout the week (16th-20th March) for students passing the campus in between, before or after lectures.
Activities Each individual in Tech3022 had the option to choose a group they would prefer to work in. Baljit chose to work in the events group along with Selina Sandhu, Jessica Lail, Anna Landi, Emily McLernon and Rachael Butterworth. The job of everyone in this group was to come up with a series of events for students to take part in during the campaign week, the activities they came up with were:
- Grab bag:The idea of the grab bag came about during a discussion with the group as they thought it would be a good idea for 1st and 2nd year students to buy small amounts of fruit and veg enough to last them a week without having to throw anything away - the grab bags enable students to buy fruit and veg as much or as little as they want, giving them an option to fill 1 of 3 bags with anything of their choice from £1,£3 & £5.
- Health checks:As a way to promote healthy eating, an idea the team came up with was to do BMI checks for free to show students where they are at with their body mass and what they could do to prevent obesity.
- Food experimentation:Unusual fruit and vegetables will be cut up for passing students to stop and try, the aim of the game is to try new things and show them that there a larger variety of fruit and vegetables that they may not be aware of.
- Guess the ingredients:Small pots of healthy snacks will be put together by Anna and Emily, a prize would go to the person that guesses the most ingredients.
- Guess the berries in the jar:After a small discussion, the group thought it would be a fun idea for a jar to be filled with berries and to then guess precisely how many berries would be in the jar- prize will go to the closest guess.
- Lecture:A lecture out of Uni hours will take place after the last event on Friday 20th with Rob Watson to go over what Tech3022 have learnt from the campaign that took place over the week.
- Contacting DMU Surgery- Discussion took place about asking a member of staff from the surgery to complete BMI checks on campus as a part of one of the events. Jessica then contacted the surgery manager via email.
- Contacting Leicester Market- To put up a fruit and veg stall on campus, Baljit and Selina contacted a stall owner working in Leicester Market and enquired about setting up a stall on campus to sell fruit and veg for the campaign.
- Contacting Queen Elizabeth II Diamond Jubilee Leisure Center- Baljit, Selina and Rachael took a trip to the Leisure center to ask if anyone would be available on the campaign dates to do BMI checks for students on campus.
- Timetabling- The group were discussing each others availability throughout the campaign week.
- Budgeting- The events group found out that their budget for the campaign is £75, they then split the costs for what they would need and worked with what they have left.
- Tweeted Leicester Market- The group discussed back up options in case anyone involved in the campaign was to drop out, they then decided to contact Leicester market to find out if they would like to take part. Selina gained access to the NQG twitter account and tweeted Leicester market.
- Enquired about campus space- The events group decided to contact the campus office to enquire about needed space, Selina and Rachael went to the campus office to find out more information and who to contact.
- Research Planning Section: Health & Fitness - Low carb forum added to show advice and talks about health and fitness
- Research Planning Section: Slimming Clubs - BBC News article discussing if Slimming Clubs are actually effective
- Research Planning Section: Twitter - Sugar Documentary trending on Twitter
- Production Planning Section: Context - Brief description of the campaign
- Production Planning Section: Timeline - Missing dates filled in
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