Return on Investment Analysis for the Almond Board of California

摘要

The purpose of this project is to complete the first phase of a broader research project concerning the exploration of the relationship between consumer attitudes and usage for almonds. It aims to provide the scientific methodology for assessing the effect promotional expenditures have on influencing consumer attitudes as well as relating that to the final impact on the demand for almonds. This project was conducted with the sponsorship of the Almond Board of California (ABC), an organization supervised by the United States Department of Agriculture, responsible for promoting the consumption and increasing the market share of the California produced almonds in the domestic and international markets. The primary objective of the project is to develop a methodology that links research, public relations and advertising expenditures made by the ABC, to Attitude, Awareness and Usage (AAU) measurements and eventually to almond shipping and pricing data. The ABC is required by legislation, to conduct a return on investment (ROT) analysis every five years. In conducting this analysis, the organization is interested in developing a management tool that can indicate ROI, but can also be used to identify the portfolio of investments that will maximize AAU (attitudes, awareness, usage). This would allow the ABC to assess the relative impact of its investments portfolio (promotional expenditures) and use this information to make the necessary adjustments in order to improve its effectiveness.