Introduction

The Great Bread Company must increase brand exposure, brand recognition, and consistent customer loyalty in order to capture a larger portion of the specialty bread consumer market (both new and returning customers) in the Midwest.

• Do consumers use online research as a primary purchase deciding factor when buying local?

• Do local businesses see an actual increase in revenue from brand exposure via social media?

• What benefits do local businesses see in having an active and robust online presence?

• How important is brand loyalty in the specialty foods market?