Sample PPT Slide for MBA Class Presentation

Slide 1: Title Slide

TITLE: Improving the Impact of Health-focused Food Labelling on Consumer Choices at TESCO, Middlesbrough: A Secondary Data Analysis

NAME: IROBIKO CHIMEZIE KINGSLEY

INSTITUTION: University of Sunderland, London

DATE OF PRESENTATION: 30 April 2025

Your Speech: “Good [morning/afternoon], everyone. My name is [Your Name], and I am here to present my MBA thesis titled ‘Improving the Impact of Health-focused Food Labelling on Consumer Choices at TESCO, Middlesbrough: A Secondary Data Analysis.’
In today’s presentation, I will walk you through my research, focusing on how health-focused food labels influence consumer purchasing decisions at TESCO, Middlesbrough. The study uses secondary data analysis to provide insights into how labels can drive healthier consumer choices and influence retail strategies.”

Slide 2: Introduction

• Background of the Study
• Importance of Food Labelling in Consumer Decision-Making
• Context: TESCO, Middlesbrough
• Research Aim: To assess how health-focused food labelling influences consumer choices at TESCO, Middlesbrough.

Your Speech: “In recent years, the food industry has seen a shift towards healthier options, with food labelling playing a significant role in this movement.

“As health-conscious consumers look for healthier food choices, food retailers like TESCO have adopted health-focused labels to help guide these choices.

“The purpose of this study is to explore the impact of these labels on consumer behaviour at TESCO stores in Middlesbrough.

“We know that food labels can significantly affect purchasing decisions, but this research seeks to uncover the extent of that impact and how retailers can enhance their labelling systems to encourage healthier decisions.”

Slide 3: Research Objectives

• Primary Objective: Investigate how health-focused food labelling influences consumer choices.
• Secondary Objectives:
  • Analyse secondary data on consumer purchase behaviours.
  • Assess how different types of food labels affect consumer preferences.
  • Explore whether health labels lead to healthier choices in the food retail environment.

Your Speech: “The primary objective of my research is to investigate the influence of health-focused food labels on consumer purchasing decisions. To achieve this, I have identified three secondary objectives.

“First, I will analyse secondary data related to consumer purchase behaviours at TESCO.

“Second, I will assess how different types of health labels—such as ‘low-fat’ or ‘high-fibre’—affect consumer preferences.

“Lastly, I aim to explore whether the presence of health labels actually leads to healthier food choices in the context of retail environments, specifically at TESCO in Middlesbrough.”

Slide 4: Literature Review

• Consumer Behaviour and Food Labelling
  • Previous studies on food labelling impacts (e.g., Grunert & Wills, 2022)
  • Theoretical framework: The role of labelling in health decision-making.
• TESCO’s Current Labelling Practices
  • Health-focused labels at TESCO and their presence in the store.

Your Speech: “The literature review covers several key areas. First, I explored the relationship between food labelling and consumer behaviour. Studies such as Grunert & Wills (2022) suggest that food labels significantly influence consumer choices by simplifying complex nutritional information.

“The theoretical framework I applied is based on the idea that consumers are more likely to make healthier choices when information is readily available, particularly in a retail setting.
I also examined TESCO’s current labelling practices. TESCO uses health-focused labels on many of their products, including categories like ‘low-calorie’ and ‘high-protein.’ This study aims to evaluate the effectiveness of these labels in shaping consumer decisions.”

Slide 5: Methodology

• Research Design: Secondary data analysis.
• Research Design: Secondary data analysis.
• Data Source: TESCO’s consumer purchase data (and other secondary sources such as public databases, industry reports, or consumer surveys).
• Analysis Techniques: Statistical methods (e.g., regression analysis, consumer segmentation)

Your Speech: “For this study, I adopted a secondary data analysis approach. I used consumer purchase data provided by TESCO to examine how health-focused labels impact purchasing behaviour. The data consisted of sales records over a specified period, detailing transactions for health-labelled products.

“I applied statistical methods such as regression analysis and consumer segmentation to identify patterns in purchasing decisions based on the presence of health labels.”

Slide 6: Data Analysis and Results

• Overview of the Data Collected
  • Descriptive statistics (e.g., number of health-focused products sold)
• Key Findings:
  • Impact of health-focused labels on purchasing patterns.
  • Correlation between consumer demographics and label preferences.
• Visuals/Charts: Graphs or tables summarizing key results.

Speech: “An analysis of current data revealed several significant findings. First, there was a noticeable impact of health-focused labels on purchasing behaviour. Products with clear health labels, such as ‘low-fat’ or ‘high protein,’ experienced a higher volume of sales compared to those without such labels.

“Additionally, consumer demographics played a role in label preference. Younger consumers, for instance, are more likely to choose products with health labels compared to older consumers.

“When fully collected and properly analysed, I will provide graphs and tables io illustrate these trends, highlighting the correlation between product labelling and consumer purchasing decisions. These insights are valuable for understanding how TESCO and other retailers can improve their labelling strategies to meet the growing consumer demand for healthier food options.”

Slide 7: Discussion

• Interpretation of Results:
  • How health labels influence consumer choices at TESCO.
  • Comparison with other studies in the literature.
• Implications:
  • Impacts on TESCO’s marketing strategies and labelling policies.
  • Potential for broader adoption of health-focused labels in other retailers.

Your Speech: “The findings from the data suggest that health-focused food labels have a strong influence on consumer choices.

“Consumers are more likely to purchase products with health labels, which aligns with the results from previous studies.

“The results also support the idea that younger consumers are more health-conscious and prefer clear information on food labels.

“For TESCO, these findings have important implications. The popular UK retail brand could consider expanding their use of health labels to encourage healthier purchasing habits. Furthermore, the success of these labels may encourage other retailers to adopt similar practices.”

Slide 8: Conclusion

• Summary of Key Findings
• Implications for Consumer Behaviour
• Recommendations for TESCO and other retailers
• Limitations of the Study and Areas for Future Research

Your Speech: “In conclusion, the study confirms that health-focused food labels do have a significant impact on consumer purchasing decisions.

“By providing clearer, more accessible nutritional information, retailers can encourage healthier choices among consumers.

“TESCO could benefit from expanding its use of health labels, which would not only meet the growing demand for healthier products but also strengthen its position in the competitive retail market.

“However, there are limitations to the study. The data was limited to TESCO in Middlesbrough, and the research could be expanded to include other geographic locations or retail environments. Future research could also explore how the design of labels affects consumer behaviour in more detail.”

Slide 9: Personal Reflection (Kolb’s Cycle)

1. Concrete Experience (Doing):
   • Conducting secondary data analysis on TESCO’s sales and label trends.
   • Navigating challenges like data limitations and demographic variability.
2. Reflective Observation (Reviewing):
   • Realizing how consumer behaviour is nuanced (e.g., labels do not equally impact all age groups).
   • Recognizing the gap between theoretical benefits of labels and real-world adoption.
3. Abstract Conceptualization (Learning):
   • Key takeaway: Effective labelling requires both clarity and consumer education.
   • Linking findings to theories (e.g., Grunert & Wills’ work on literacy barriers).
4. Active Experimentation (Applying):
   • Proposed label redesigns (e.g., icons for low-literacy shoppers).
   • Future goal: Advocate for industry-wide label standardization.

Your Speech: “This research challenged my assumption that health labels uniformly guide consumer choices, despite government backing of systems like traffic light labelling. Kolb’s experiential learning cycle manifested clearly as I analysed Tesco’s sales data (concrete experience), observed unexpected demographic disparities (reflective observation), and developed new insights about behavioural economics (abstract conceptualization).

The key finding was that label clarity alone proves insufficient – real-world factors like time pressure and health literacy significantly moderate effectiveness. This iterative learning process revealed how even well-designed interventions operate within complex consumer contexts.

These insights will inform my advocacy for simplified, visually-cued labels evaluated in actual shopping environments. The experience has fundamentally reshaped my problem-solving approach, emphasizing assumption-testing against empirical data and theory adaptation to practical contexts. Beyond the specific findings, this cyclical learning process has permanently transformed my framework for addressing business challenges.”

Slide 10: Research Timeline

Table 1: Gantt Chart for the Research

Phase / Task

2025

April

May

June

Initial review of literature

Study design & methodology setup

Ethical approval and recruitment of research participants

Data collection

Data analysis

Interpretation and discussion

Drafting chapters (introduction, literature review, methodology etc)

Final writing (results, conclusion, recommendations)

Thesis review and edits

Submission

Slide 11: References

• Grunert, K. G., & Wills, J. M. (2022). A review of European research on consumer response to nutrition information on food labels. Journal of Public Health, 45(2), 205–213.

Your Speech: “This is a key reference used in my research. These scholars, Grunert and Wills, provided a solid foundation for understanding the relationship between food labelling and consumer decision-making, as well as the role of nutrition labels in shaping healthier consumer choices. I used recent studies to ensure relevance and accuracy of the findings presented today.”