Final Group Report-2

Final Group Report-2 - Executive Summary The purpose for...

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Executive Summary The purpose for this marketing research project is to discover if the use of “dinner promotions” may be a potential strategy for increasing revenue at Peanuts Café, and more specifically, in the evening. Our group sought an answer to this question by first conducting a focus group, followed later by the administering of questionnaires. The qualitative or exploratory research (focus group) was used to gain general insights into the issue. Later, quantitative or conclusive research (questionnaires) was used to verify or validate those insights. Prior to the administering and completion of questionnaires, the overall assumption was that “dinner promotions” would help increase revenue by attracting more deal-seeking customers and raising the level of desirability to dine at Peanuts Café in current and potential customers. After the data was collected and input into Excel, it was then transferred into SPSS where it was later analyzed and interpreted. The data results verify the assumption that the use of dinner promotions would increase the desirability level for customers to dine at Peanuts Café. Hence, the final recommendation would be to implement the use of dinner promotions as a means to increase revenue for Peanuts Café in the evening. 1
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Purpose The research problem addressed concerns Peanuts café and its lack of business in the evenings. By speaking to the owner/manager, it was discovered that there is little to no difficulty attracting customers during the day time. The owner has indicated that most of his customers are SJSU students, hence why the café is very busy during the day time of the school week. Consequently, when the majority of students leave campus in the afternoon, the café becomes increasingly empty. For this reason, he has limited the hours of operation of the café according to business demand. Introducing a dinner promotion may be a possible solution for extending restaurant hours and ultimately increasing profits. It is anticipated that desirability for dining at the café in the evening with a dinner promotion will be different than the desirability for dining at the café without a dinner promotion. Hence, the desirability means will vary. It is expected that the average means of Desirability 1 (dinner promotion) will be different than Desirability 2 (no dinner promotion). The results would support the selected theory, that a dinner promotion does indeed affect the desirability for customers to dine at the café in the evening. 2
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Qualitative Research In order to gain preliminary insights and develop questions to be used later in the quantitative research, exploratory research was first conducted via focus group. The purpose for the focus group was to learn more about the respondents’ attitudes and behaviors in regards to dining, then later and more specifically, café dining. Some of the topics of discussion included; what they look for when dining out, what they value most in dining experiences,
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Final Group Report-2 - Executive Summary The purpose for...

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