Some people might question the viability of Happy Pills opening up in Singapore, stating that perhaps the demand for sweet stuff amongst Singaporeans is not as pronounced as that of the Spaniards.
We split up our respondents based on their country of origin: Spain vs. Singapore (to be fair, the group "non-spaniards" includes people from other countries as well, but they are an almost-negligible minority), and looked at their frequency of candy consumption/purchase. The relative distribution of the bars (note that Spaniards were a smaller sample, that is why their bars are all much shorter) seems to suggest that Singaporeans are purchasing at least an equal, if not larger, amount of candy. Singapore thus appears to be an attractive market to enter into.
We next split our respondents up into those who had seen/heard of Happy Pills before, and those who didn't, and compared their results on their SFU ratings for Happy Pills. Very clear differences emerged between those who had actual exposure to the brand, and those who were merely asked to guess based on photographs of the product and store.
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| *A t-test confirmed at the 5% confidence level that all differences between means were significant. |
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| *A t-test confirmed at the 5% confidence level that all differences between means, except for "nice-tasting", "extroverted and social", and "medicinal", were significant. |
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| *A t-test confirmed at the 5% confidence level that all differences between means, except for "nice-tasting", were significant. |
In general, those who had actual encounters with the brand and product tended to rate Happy Pills more favourably. Those who were more exposed to Happy Pills stated that it was more full of happiness, more suitable as a gift, more innovative, and more nice-tasting than those who weren't. In addition, Those who did not have prior exposure rated Happy Pills as more "medicinal" (an undesirable characteristic). This perhaps suggests that in entering the Singapore market, we should opt to emphasise the fun nature of Happy Pills more than its original clinical and medical theme.
