Research Presentation on Customer Satisfaction at Second Cup

Presentation Sequence:In

trod

ucti

onCoffee Industry in Canada

Intr

oduc

tionAbout

Second Cup

Step

1

Problem Identification

Step

2Research Design St

ep 3 Sampling

Plan Step

4Questionnaire St

ep 5Data

Collection

Step

6 Analysis of data St

ep 7 Findings

*This was a team effort

Coffee Industry in Canada

About Second Cup

• Establishment : 1975

• Largest speciality coffee retailer

• Presence : 300 cafes

• Mission : Quality and Innovation

• Coffee purchase technique

Problem Identification

Marketing Problem:

To increase number of footfalls to Second Cup at Centennial College Progress Campus

Research Objective:

To determine students preferred food joint at Centennial College

• Focus Group Research

Research Design &Sampling Plan

• Online Research

• Primary Research

Focus Group Analysis

• To identify key attributes related to Second Cup

• No. of people in group : 5

• Venue : Centennial College – Progress Campus

• Identified key attributes

• Price• Quality• Innovation• Experience• Product offering• Promotion• Convenience

Questionnaire

Questionnaire

Questionnaire

Questionnaire

Online Survey :Data Collection & Analysis

• No. of samples surveyed : 40

• Source : Survey Monkey

• Findings

• Price• Quality• Experience• Product offering• Convenience

• Type of study: Descriptive Study

• Sampling Design: Probability Design

• Statistical Design: Preplanned design for analysis

• Observational Analysis: Structured

Research Design - Primary Research

Data Collection Primary Research

• Location : Centennial College – Progress Campus

• No. of samples surveyed : 26

• Profile of samples : Students and Faculty

In the last 6 months, have you visited to Second Cup at Centennial Campus ?

Which of the following coffee shops have you visited at campus ?

In a typical week, about how much money (CAD), do you spend on coffee shops at the campus?

In a typical week, about how many times do you visit Second Cup?

In the past 30 days, which of the following food products have you purchased from Second Cup? (Please select all that apply.)

Overall, how satisfied are you with Second Cup?

How likely is it that you would recommend Second Cup to a friend or colleague?

How would you rate the quality of the product?

How would you rate the value for money of the product?

How likely are you to purchase any of products again?

How well do our products meet your needs?

At Centennial College you are a (tick one below)

Are you a International or Domestic Student (Tick One)

• Analysis tool used : Survey Monkey

• Findings of qualitative analysis

• Over –priced

• Great experience

• Quality

• Taste

• Recommendation

Analysis of Primary Research

Recommendation

• Improving Menu Options

• Offering Loyalty Card for exclusive students , which address premium pricing

• Offer Self Checking Kiosk Machine

• Create Express Kiosk at other locations