To Understand the Trend and its Consumer Behaviour

Towards Boost Juice

1. Introduction
The boost juice bar industry in Singapore presents a significant business
opportunity backed by supporting data and emerging trends. According to market
research, the demand for healthy food and beverages has been steadily increasing in
Singapore over the past few years. As people become more health-conscious, they
are actively seeking nutritious options, including fresh juices and smoothies. This
trend is reflected in the rising number of juice bars and the overall growth of the
industry.
Data from the Singapore Food Agency shows that the revenue generated by
juice bars and smoothie shops in Singapore has experienced consistent growth,
reaching a value of SGD 30 million in 2021, up from SGD 22 million in 2018.
Additionally, a survey conducted by a local health and wellness organization revealed
that 70% of respondents in Singapore expressed a desire for healthier food and
beverage choices, with fresh juices and smoothies being their preferred options.

A. Business Problem or Opportunity

Potential Problem: Low Market Penetration
One possible problem that Boost Juice Bar might face in Singapore is low
market penetration. The juice and smoothie market in Singapore is highly
competitive, with numerous players offering similar products. Boost Juice Bar may
struggle to differentiate itself and gain a significant market share, especially if it faces
strong competition from well-established local and international brands.

B. Company Background or Opportunity

The boost juice bar business problem or opportunity arises from the
increasing demand for healthy and nutritious options in Singapore. With a growing
emphasis on wellness and a shift in consumer preferences towards healthier
lifestyles, the boost juice bar industry can tap into this market demand. By providing

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fresh, high-quality juices and smoothies, boost juice bars have the potential to cater
to health-conscious individuals seeking convenient and nutritious on-the-go options.
This research is valuable to both my employer and the wider academic
community for several reasons. Firstly, for my employer, understanding the boost
juice bar business problem or opportunity can provide valuable insights into market
trends, consumer preferences, and potential areas for business growth. This
research can guide strategic decision-making, including product development,
marketing strategies, and expansion plans.
From an academic standpoint, this research contributes to the existing body
of knowledge in the field of food and beverage industry trends, consumer behavior,
and entrepreneurship. It can serve as a reference for future studies and provide a
comprehensive understanding of the factors influencing the success and challenges
of boost juice bar businesses.

C. The aims and objectives of this research project are as follows:

To assess the current market landscape of the boost juice bar industry in
Singapore, including the number of establishments, their geographical distribution,
and revenue trends.
To identify the key factors driving the demand for fresh juices and smoothies
in Singapore, considering consumer preferences, health awareness, and lifestyle
choices. To analyze the competitive landscape of the boost juice bar industry,
including the major players, their market share, and unique selling propositions.
To evaluate the challenges and opportunities faced by boost juice bar
businesses in Singapore, such as operational issues, supply chain management, and
marketing strategies.
To provide recommendations and strategies for existing boost juice bar
businesses and potential entrepreneurs aiming to enter the market, considering
market differentiation, product innovation, and sustainable practices.

D. Limitation and Scope of the proposed research

The proposed research has certain limitations and a defined scope. The
limitations include the availability and reliability of data, as well as potential biases in

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consumer surveys and market research. Additionally, the research focuses
specifically on the boost juice bar industry in Singapore and may not encompass
broader international perspectives.
The scope of the research project primarily revolves around the boost juice
bar business problem or opportunity in Singapore. While it aims to provide
comprehensive insights into the market landscape, consumer preferences, and
challenges faced by businesses, it does not extend to a detailed financial analysis or
individual case studies of specific boost juice bar establishments.

2. Literature Review
A. Review key literature and recent academic publications
The four categories of product, price, place, and promotion—known as the
"4Ps"—were established by Eugene McCarthy in 1960 in his book "Basic Marketing"
and are used to categories marketing factors that influence consumer demand. They
have long ruled the market and are now the undisputed fundamental theory of
marketing. According to Kotler (1984) asserts that a strong strategic marketing
planning process is a prerequisite for the formulation of a successful tactical
marketing mix. Therefore, marketers must be adept at the four marketing methods
of product, place, price, and promotion in order to better match consumer wants
and obtain the best economic results.
Zhang, Xie, and Tang (2019) conducted a study that examines the impact of
taste, health consciousness, and self-efficacy on consumers' evaluations and choices
of healthy food, which is highly relevant to boost juice bars. The study findings
indicate that these factors play a crucial role in shaping consumer preferences for
healthy food options. Taste is a key driver, as consumers prioritize enjoyable flavors
in their choices. Moreover, health consciousness and self-efficacy significantly
influence consumer evaluations, indicating that individuals who are more health-
conscious and have confidence in their ability to make healthy choices are more
likely to favor boost juice bars. These insights emphasize the importance of

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considering taste and health-related factors when developing and promoting boost
juice bar products.
Cao, Ma, and Chen (2020) investigate the role of social influence in
consumers' intention to purchase sustainable products. Their meta-analysis reveals
the impact of social influence on consumer behavior, indicating that boost juice bars
can leverage social influence to encourage consumers to make healthier and
sustainable choices. Chang and Wildt (2017) delve into the impact of online
customer reviews on consumer decision-making. Their dual-process model
emphasizes the significance of online reviews in shaping consumer behavior. Boost
juice bars can actively manage and promote positive online reviews to influence
consumer perceptions and choices.

Hofstede (1984) discusses cultural dimensions in management and planning,

highlighting the influence of culture on consumer behavior. Boost juice bars
operating in diverse cultural contexts should consider cultural differences in tastes,
preferences, and perceptions to effectively cater to their target markets. Laroche,
Habibi, and Richard (2013) explore the potential of nostalgia marketing in boosting
customer loyalty. By tapping into nostalgic elements, such as retro branding or
flavors, boost juice bars can create emotional connections with consumers, fostering
loyalty and repeat business. These studies on consumer behavior, social influence,
online reviews, cultural dimensions, and nostalgia marketing contribute valuable
insights to boost juice bars. Understanding these factors enables boost juice bars to
develop targeted marketing strategies, create appealing products, and deliver
memorable experiences that align with consumer preferences and drive customer
loyalty.
Li Can, & Xin Ling. (2008) research revealed that businesses could opt for a
wide-ranging marketing channel approach. In other words, they can sell their goods
through as many middlemen as they want. The products can be broadly marketed in
more target markets utilising this channel method, and customers can purchase
them whenever and wherever they want. According to him, a selective marketing
channel strategy involves picking a few marketing channel intermediates to
transport their products. In order to create a selective marketing channel, a

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corporation will frequently choose a variety of channels and cut out some ineffective
intermediates. Li Fei (2013) asserts that one of the marketing channel strategies for
businesses is the exclusive sales strategy. Producers in a given region typically
choose one wholesaler or retailer to distribute their products over the course of a
certain period of time, and both parties typically sign a written agreement that can
fully motivate the intermediaries, improve efficiency, and offer consumers high-
quality services. Alternatively, producers may choose another reasonable and
efficient marketing channel based on its own factors and the characteristics of the
goods it deals with.
According to Guo Hao, Song Qing (2012), marketing has an exchange function
that allows for the purchase and sale of goods, completing the process of commodity
exchange, and fostering market growth. Yan Qing (2011) claims that market
marketing has a feedback function, or information feedback function, where the
market's supply and demand (under supply, oversupply, or balanced supply and
demand) reflect social demand and where businesses can plan their production and
circulation using the market's supply and demand information to ensure efficient
production.
Ghodeswar and Vaidyanathan (2008) emphasize the critical role of brand
equity and nurturing the brand experience for the success of businesses. They stress
the importance of developing unique selling propositions (USPs) and implementing
customer-centric strategies to build a strong brand. By creating a differentiated
offering and focusing on customer needs and preferences, boost juice bar businesses
can enhance their brand equity and establish a favorable perception in the market.
This emphasis on USPs and customer-centricity aligns with the research objective of
examining strategies for positioning and differentiating boost juice bar businesses,
providing valuable insights for the research process.
Gil-Saura, Ruiz-Molina, and Moliner-Tena (2019) conducted a study focusing
on the fast-food restaurant sector, which provides valuable insights applicable to
boost juice bars operating within the food service industry. The study explores the
factors influencing customer satisfaction and behavioral intentions, shedding light on
the elements that contribute to customer loyalty. The research findings highlight the
significance of several factors in shaping customer satisfaction and loyalty in the food

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service industry, including food quality, safety, and the overall customer experience.
In the context of boost juice bars, these factors are equally relevant and crucial for
success. Customers' perceptions of the quality and safety of the juices and smoothies
offered by boost juice bars can significantly impact their satisfaction and likelihood
to revisit.
Studies focused on the smoothie industry shed light on factors affecting
customer loyalty and revisit intentions. Chacko (2018) examines trends and
opportunities in the global smoothie industry, providing valuable insights into the
industry's dynamics and potential areas of growth. This research aids in
understanding the broader context in which boost juice bars operate and identifies
key trends that can inform business strategies. Liu, Wang, and Huang (2018)
investigate customer loyalty in the fast-food industry, emphasizing the roles of brand
image, overall satisfaction, and trust. Their study highlights the importance of
cultivating a positive brand image, delivering satisfying experiences, and building
trust to foster customer loyalty. These findings are applicable to boost juice bars as
they seek to establish a strong brand presence and create loyal customer
relationships.
Shams and Vakilian (2020) examine the effect of brand experience on
customer loyalty, focusing on the mediating role of customer satisfaction. Their
research underscores the significance of providing exceptional brand experiences to
enhance customer satisfaction and ultimately drive loyalty. By prioritizing the
customer experience and ensuring positive interactions at boost juice bars, customer
loyalty can be fostered. Silva, Pinho, and Guia (2019) conduct an empirical analysis in
the coffee shop sector to explore the relationship between brand experience and
consumer-based brand equity. Their study reveals the impact of brand experience on
building brand equity, which encompasses factors such as brand awareness,
perceived quality, and brand loyalty. These findings emphasize the importance of
delivering memorable and positive experiences at boost juice bars to cultivate a
strong brand and attract loyal customers. By drawing on these studies in the
smoothie industry, the research on boost juice bars gains valuable insights into
customer loyalty drivers, the impact of brand experience, and industry trends. This

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knowledge informs the development of strategies to enhance customer satisfaction,
build brand loyalty, and capitalize on emerging opportunities.

B. Conceptual and Theoretical Framework

The literature review supports the development of a conceptual and
theoretical framework for the research, informing the approach taken in the
research process. The identified studies provide valuable insights into consumer
behavior, entrepreneurship, and strategies employed in the boost juice bar business.
They highlight the significance of taste, health consciousness, and self-efficacy in
consumer preferences, as well as the importance of brand equity, customer-centric
strategies, and unique selling propositions.

By integrating these concepts and theories, the research process will focus on
understanding consumer preferences for healthy beverages, analyzing the strategies
adopted by boost juice bar businesses, and examining factors influencing customer
satisfaction and loyalty. The conceptual and theoretical framework derived from the
literature review ensures a comprehensive approach to addressing the boost juice
bar business problem or opportunity.

3. Research Methodology
a. Explain and justify your research approach and strategy:
For this research on boost juice bars, a mixed-methods approach will be
employed to gather comprehensive and in-depth insights. This approach combines
quantitative and qualitative methods, allowing for a holistic understanding of the
research problem. The quantitative data will provide statistical analysis, while the
qualitative data will offer rich contextual information and insights into customers'
experiences and perceptions (Dillman, Smyth, & Christian, 2014; Guest, Namey, &
Mitchell, 2013).
The research strategy will involve a combination of surveys and interviews.
Surveys will provide quantitative data on customer preferences, satisfaction, and
loyalty, while interviews will offer qualitative data on customer experiences,

7
motivations, and perceptions (Saunders, Lewis, & Thornhill, 2019). By utilizing both
methods, a more complete understanding of the factors influencing customer
behavior and loyalty in the context of boost juice bars can be achieved.

b. Data Collection:
i. Data Collection Methods:
The data collection methods for this research will include surveys and semi-
structured interviews. Surveys will allow for the collection of quantitative data from
a larger sample of customers, providing statistical insights into customer
preferences, satisfaction, and loyalty (Dillman, Smyth, & Christian, 2014). Semi-
structured interviews will facilitate in-depth exploration of customers' experiences,
motivations, and perceptions, generating qualitative data that offers rich and
contextual insights (Guest, Namey, & Mitchell, 2013).

ii. Instrument Selection and Design:

The survey instrument will consist of a structured questionnaire, designed to
gather information on customer preferences, satisfaction, loyalty, and demographic
characteristics (Saunders, Lewis, & Thornhill, 2019). The questionnaire will include
Likert scale questions, multiple-choice questions, and open-ended questions to
capture both quantitative and qualitative data. The instrument will be designed to
align with the research objectives and hypotheses, ensuring that the data collected
addresses the research questions effectively.
To justify the appropriateness of the survey instrument, a pre-test or pilot
study will be conducted. A small sample of customers will be selected to test the
clarity, relevance, and effectiveness of the questionnaire. The pre-test will help
identify any issues with question wording, response options, or overall design,
allowing for necessary refinements to be made. The pre-test findings will be used to
enhance the validity and reliability of the instrument (Dillman, Smyth, & Christian,
2014).

iii. Administration of Data Collection Process:

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 The administration of the data collection process will involve two main steps.
Firstly, the survey will be administered to a larger sample of customers. The survey
will be distributed through various channels, including online platforms, boost juice
bars' physical locations, and social media platforms. Participants will be encouraged
to complete the survey voluntarily, and their responses will be kept confidential.
Secondly, semi-structured interviews will be conducted with a subset of
customers who have shown interest in participating further. The interviews will be
scheduled at mutually convenient times and conducted either in-person or via video
conferencing. The interviews will be audio-recorded with participants' consent,
allowing for accurate transcription and analysis of the qualitative data (Guest,
Namey, & Mitchell, 2013).
The data collection process will adhere to ethical considerations, ensuring
informed consent, data privacy, and confidentiality. Participants will be informed
about the purpose of the research, their rights as participants, and the voluntary
nature of their involvement. All data collected will be anonymized and securely
stored.

c. Population and Sampling:

The research population for this study includes customers who have visited
boost juice bars. The sampling strategy will employ convenience sampling, as it
allows for the selection of participants who are readily available and accessible. A
diverse range of customers, representing different demographics, purchasing
behaviors, and levels of loyalty, will be included to ensure a comprehensive
understanding of the target population (Creswell, 2014).
To address access to respondent issues, efforts will be made to reach out to
customers through various channels, including boost juice bars' loyalty programs,
social media platforms, and physical locations. Participants will be assured of the
confidentiality of their responses, and their voluntary participation will be
emphasized.

d. Data Analysis:

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 The data collected from the surveys will be analyzed using statistical
software, such as SPSS, to generate descriptive statistics and conduct inferential
analysis. Descriptive statistics, such as frequencies and percentages, will be used to
summarize the quantitative data and provide an overview of customer preferences,
satisfaction, and loyalty. Inferential analysis, such as correlation analysis and
regression analysis, will be conducted to examine the relationships between
variables and test the research hypotheses (Saunders, Lewis, & Thornhill, 2019).
The qualitative data from the interviews will be transcribed and analyzed
using thematic analysis. Themes and patterns will be identified, allowing for the
interpretation and exploration of customers' experiences, motivations, and
perceptions. The qualitative data will provide rich and contextual insights, supporting
the quantitative findings and enhancing the overall understanding of customer
preferences and loyalty towards boost juice bars (Guest, Namey, & Mitchell, 2013).

Reliability and validity will be ensured through various measures. The survey
instrument will undergo a pre-test to enhance its reliability and validity. The
researcher will maintain a systematic approach to data collection, analysis, and
interpretation, ensuring consistency and rigor in the research process. Triangulation
of data sources, combining quantitative and qualitative data, will further enhance
the validity and reliability of the findings (Creswell, 2014; Saunders et al., 2019).
Efforts will be made to manage errors and biases throughout the research
process. The researcher will maintain transparency and document the research
methodology, data collection, and analysis procedures. Limitations, such as sample
size and scope, will be acknowledged and discussed to provide a comprehensive
evaluation of the research findings.

4. Statement of Ethics
Ethical considerations are paramount when conducting research involving
human participants. This section discusses key ethical aspects related to access to
respondents, permissions from organizations, confidentiality, right of withdrawal,
consent, and data security management.
Access to Respondents:

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 Access to the targeted respondents, in this case, the customers of Boost Juice
Bars, will be sought through convenience sampling. Efforts will be made to approach
individuals who voluntarily agree to participate in the research, ensuring that their
rights and privacy are respected. Clear communication will be maintained
throughout the research process to establish trust and maintain a positive rapport
with the participants.

Permissions from Organization:

Prior to conducting the research, necessary permissions will be obtained
from the relevant authorities within Boost Juice Bars. This ensures that the research
is aligned with the organization's policies and objectives. Collaboration with the
organization will be sought to facilitate data collection and ensure that the research
is conducted in a manner that benefits both the organization and the academic
community.
Confidentiality:
Confidentiality is crucial in protecting the privacy and identity of research
participants. All data collected will be treated with strict confidentiality. Participants
will be informed about the purpose of the research, how their data will be used, and
the measures in place to maintain confidentiality. Personal information and data will
be anonymized and stored securely to prevent unauthorized access.

Right of Withdrawal:
Participants will be informed about their right to withdraw from the research
at any point without facing any consequences or negative implications. Voluntary
participation will be emphasized, and participants will be assured that their decision
to withdraw will not impact their relationship with Boost Juice Bars or any other
relevant stakeholders. This ensures that participants have full control over their
involvement in the research.

Consent:

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 Informed consent will be obtained from all participants before their inclusion
in the research. Participants will be provided with detailed information about the
research objectives, procedures, potential risks, and benefits. They will have the
opportunity to ask questions and clarify any concerns before providing their consent
to participate. Written consent will be sought, and participants will be informed that
their participation is entirely voluntary.

Management of Data Security:

Data security is of utmost importance to protect the confidentiality and
integrity of the collected data. All data will be securely stored and accessible only to
authorized researchers involved in the study. Data will be stored on password-
protected electronic devices and encrypted if necessary. Only aggregated and
anonymized data will be presented in the final research report, ensuring that
individuals cannot be identified.

Ethics Review:
The research protocol and ethical considerations will be reviewed by the
relevant ethics committee or institutional review board (IRB) to ensure compliance
with ethical guidelines and standards. The research will be conducted in accordance
with ethical principles, such as those outlined by the Belmont Report, ensuring the
welfare, autonomy, and privacy of research participants.
By addressing access to respondents, obtaining permissions, ensuring
confidentiality, respecting the right of withdrawal, obtaining informed consent, and
managing data security, this research aims to uphold the highest ethical standards in
order to protect the rights and well-being of the participants involved.

5. Time Line

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Task Description W1 W2 W3 W4 W5 W6 W7 W8 W9 W10 W11 W12

1 Formulate
Research Topic

2 Formulate
Research
Question and
Objectives

3 Select an
appropriate
research design

4 Select an
appropriate
sampling plan
and sampling
size

5 Design question

6 Select suitable
method to
conduct
interview to
workers

7 Conduct pilot-
run survey

8 Conduct survey

9 Collect and
Tabulate
Survey Data

10 Analysis Data

11 Write Research
Report

12 Submit
Research
Report to Client

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