Reading: Transferring information from linear to non-linear text

​Tutorial:

Instructions

1. Skim and scan to get general idea of the text.

2. Highlight keywords in the text.

3. Prepare to transfer information

To all businesses, branding goes beyond merely their logo or business slogan. Having a good brand that is well accepted, popular, trusted and easily recognised is important for a particular business to flourish. To find out the importance of having a good brand, a brief survey was carried out among 100 customers who went for their weekend grocery shopping at Aeon Supermarket. The customers were requested to indicate the factors determining their decisions when making purchases of dairy products at the supermarket. For this purpose, the customers were shown pictures of some dairy products (butter, cheese, yogurt, and milk) of three brands (Kraft, Magnolia, Dutch Lady) and to indicate their preferences and the reason(s) for their choice of the brand. The survey revealed that 50 percent of the customers chose Kraft over the two other labels. Meanwhile, slightly over 30 percent of the customers selected Dutch Lady over Magnolia dairy products. About 80 percent of those who indicated their preference for the Kraft products stated that it was the brand that they were more familiar with, while the rest associated the brand with good taste. As for those who chose Dutch Lady dairy products, 59 percent said they made their preferences based on their trust, and the brand that is familiar (30%), while the remaining indicated that the brand has been there for ages. Magnolia was the least preferred brand with 40 percent pointing out that the brand was the least familiar among the three but chose to buy the products instead because they were more confident with the local brand (35%), while others said it was worth their money (25%).

To all businesses, branding goes beyond merely their logo or business slogan. Having a good brand that is well accepted, popular, trusted and easily recognised is important for a particular business to flourish. To find out the importance of having a good brand, a brief survey was carried out among 100 customers who went for their weekend grocery shopping at Aeon Supermarket. The customers were requested to indicate the factors determining their decisions when making purchases of dairy products at the supermarket. For this purpose, the customers were shown pictures of some dairy products (butter, cheese, yogurt, and milk) of three brands (Kraft, Magnolia, Dutch Lady) and to indicate their preferences and the reason(s) for their choice of the brand. The survey revealed that 50 percent of the customers chose Kraft over the two other labels. Meanwhile, slightly over 30 percent of the customers selected Dutch Lady over Magnolia dairy products. About 80 percent of those who indicated their preference for the Kraft products stated that it was the brand that they were more familiar with, while the rest associated the brand with good taste. As for those who chose Dutch Lady dairy products, 59 percent said they made their preferences based on their trust, and the brand that is familiar (30%), while the remaining indicated that the brand has been there for ages. Magnolia was the least preferred brand with 40 percent pointing out that the brand was the least familiar among the three but chose to buy the products instead because they were more confident with the local brand (35%), while others said it was worth their money (25%).

​Dairy Product Brands
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​
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​	​Kraft	Dutch Lady ​	​Magnolia
​Percentage of customers who preferred the brand	​	​	​

​Reasons for choosing the brand	Kraft ​	​ Dutch Lady	Magnolia ​
​Familiar brand	?​	?	? ​
​Good taste	​?	​x	x​
Trust	​x	​?	​x
Value for money ​	​x	​x	​?

Open Ended

​Dairy Product Brands

​Dairy Product Brands
Kraft ​
Dutch Lady ​
Magnolia ​

​	​Kraft	Dutch Lady ​	​Magnolia
​Percentage of customers who preferred the brand	​50%	31%​	19%​

​Reasons for choosing the brand	Kraft ​	​ Dutch Lady	Magnolia ​
​Familiar brand	80%	30%	40% ​
​Good taste	​20%	​x	x​
Trust	​x	​59%	​x
Value for money ​	​x	​x	25%