Abstract:

The small egg market has grown considerably in the last few years and is dominated by Cadbury Cream eggs. Rowntree Mackintosh is interested in expanding its share of the market. They have therefore developed three small egg concepts. The objectives of the research reported here were:

1. To explore attitudes to the small egg market covering purchasing habits, awareness of available small eggs, responses to value for money, attitudes to Rowntree and Cadbury's Cream Eggs;

2. To evaluate the three new concepts and the present small eggs in order to determine which appears to have the most potential for expansion.