Barbee's Cookies

Barbee’s CookiesA d d i s o n S p e a r s

The Original

I was sitting in Creative Thinking class, although the material was exciting and the time seemed to fly by, I began to slowly realize throughout the class how hungry I was becoming. I asked several classmates for gum to delay the hunger pains; I would plan in my mind the perfect meal. I had an imaginary plate that was filled with my favorite things. As my imagination ran wild, I grew more and more hungry.

Finally, the end of class! I packed my bags quickly and was headed straight for Qdoba, however, Dr. Lewendowski told us he had a treat for us. He exclaimed: “This is innovation and courage, believing in a product enough and placing it into a business process. I have brought you cookies from Barbee’s”. I even thought that Barbee was spelled like the Doll. I walked semi quickly down to the stage to try “the best cookie” I have ever had. I had several different choices of cookies, and chose the undecorated plan cookie that Barbee calls “The Original.” The cookie was much bigger than I expected, my stomach identified with the cookie and pulled on me to consume. Thus, I gave into my most primal side and ate the cookie. The cookie was soft , thick, warm and just the right amount of sweet.

My teeth were not overwhelmed with sweetness, nor would my tongue be invaded by sugar. I walked away completely satisfied and fulfilled. From then on every other cookie has been compared to that day. I believe the hunt for the perfect cookie is not over, but I do know it will be found on 103rd and Memorial, Bixby, OK.

Barbee’s cookie is a growing bakery which specializes in making a wide variety of cookiesfor the people of Tulsa and beyond. There operations include In-Store, Online and Over-The-Phone sales.

As a growing bakery their major concern is how they can attract customer’s recognition of their services online.

After meeting with the company and disscussing this project we arrived at the following Management decision and Research Problem.

Management Decision: “How can Barbee’s cookies increase internet traffic in their web site?”,

Research Problem: “Determine what factor would affect the conversion of walk in customers to online customers”.In order to begin the collection of data we arrived at the following hypothesis.

Hypothesis: “People will buy Barbee’s Cookies from their website”.

Management Decision & Research Problem

The Methodology

Methodology Summary

After a clear definition of our Management Decision and Research Problem, a Research Design that was well suited to our project , was chosen. The Conclusive Research Design was selected so as to test specific hypotheses and examine relationships. Under this design, the Descriptive Research was deemed as a better fit because it describes the market characteristics and functions, which was basically one of the objectives of this project .

The descriptive research was also preferred because it’s marked by prior formulation of specific hypotheses and its preplanned and structured design.

Following the descriptive research was the Cross-Sectional Design with emphasis on the Multiple Cross-Sectional Design, which was the ultimate choice in the research design as a result of the fact that this project involved the collection of information from two or more samples of respondents, and the information from each of the sample is obtained only once.

To obtain information from the customers, a survey method, which is a structured questionnaire designed to elicit specific information from the respondents was given to a sample of

the customers. It was a structured data collection because it involved the use of a formal questionnaire that presents questions in a prearranged order.

The questions were also fixed-alternative questions because they required the respondents to choose from a set of predetermined answers. This was selected because the responses are simple to administer considering the amount of time we had to collect all the data, also because the data obtained is reliable, as a result of the fact that the responses are limited to the alternatives stated.

Another advantage is that the coding, analysis and interpretation of the data is relatively simple, which eventually provides us with a solid result for our project .

The questionnaire was put in-store at Barbee’s cookies as well as in-store at Top That Pizza, and it was also sent out to the Bixby Chamber of Commerce members. Since we couldn’t conduct a census as a result of time and money, we decided to use a subgroup of the elements of the population selected for participation in the study, which is a sample.

The response rate of the questionnaires

The questionnaire was a pretesting of the questionnaire on a small sample of respondents for the purpose of improving the questionnaire by identifying and eliminating potential problems was conducted, and I had to make modifications to our questionnaire.

Scales

In this survey, a measurement scale with five response categories ranging from very likely to very unlikely and very frequently to very rarely, which requires the respondents to indicate a degree of likeness or unlikeness and the degree of frequency with each of a series of statements related to the stimulus object was used.

This scale is known as the Likert scale, and this was selected because respondents readily understand how to use it . Some questions were also dichotomous, requiring a yes or no response.

Sample Unit and Frame + Confidence level

I had a moderate degree of sample control based on our sample unit , which was the Barbee’s cookies in-store customers and Top That Pizza’s in-store customers.

Our target population was Barbee’s cookies current customers, as well as prospective customers that have heard about Barbee’s cookies. Our sample frame included the members of Bixby Chamber of Commerce.

After collecting the completed questionnaires with the responses on them, we examined them for the quality of data, that all instructions were followed, the answers were recoded verbatim and can be coded.

After all these stated above, we created a codebook for our responses, and created a frequency tables in order to more accurately interpret the data.

The Methodology

The Methodology

Data AnalysisSignificant Graphs

Limitations in Collecting Data:

I designed our survey in such a way that it was specific to Barbee’s Cookies customers. Therefore, we relied heavily on their participation and their responses in order to obtain significant results.

While conducting research I found a low participation rate. Results were not coming in at a rate condusive to the project timeline. In order to address this issue, we also partnered with Top That Pizza in order to attain more significant results as well as the Bixby Chamber of commerce.

The customers were not very responsive to a survey although there was a discount given to those who filled out the survey online. Thus, the results that will

be reported from the frequency distribution graph. This will allow us to see growing trends in the business as well as propose possible solutions based on the information we have collected.

Throughout the survey I was looking for for the buying tendency of the In-Store Customers. If I can determine the buying tendencies of the customers then there can be certain adjustments made in order to attain the right results.

I have included and will review several different graphs that we have found to be significant. This summary will feature several different graphs for each question in the survey. The graphs and their explanation will cover what we have found to be the most significant information for each question.

Analysis Limitations

What I were looking for:

Shopping Preference

Throughout the survey research, our group decided to test the shopping preference of the In-Store Customers. If I find what the shopping preference is of the In-Store customers we can then modify each experience in order to cater to the needs of the customers. Moreover, if we know the shopping preference of the individudals shopping there then we can also know what we need to improve upon.

Buying tendencies

Also I decided to test the Buying tendencies of the In-Store Customers. If we can find the buying tendencies of our In-Store customers then we can modify our In-Store experience in order to push the customers to shopping online.

Hearing Barbee’s

The team also decided to highlight how people were hearing about Barbee’s. If I were to highlight this question then it would give insight into the behavior of the customer. If the customers were not hearing about Barbee’s Online, then it would be up to Barbee’s to take a more active role in their desire to push customers online.

Significant Graphs

OTP = Over- The - Phone

Shopping Preference

Percentage of People

Question 3

Graphs

% = Percentage of Respondents

Question 2

Graph Analysis

This graphs shows the shopping preference between Online , In-Store, and Over- The- Phone Shopping Experience. One can see that the In-Store shopping experience is preferred much more than Online or Over-The-Phone. 98% of Respondents prefer In-Store shopping experience to Online shopping. Furthermore, 85% of respondents prefer In-Store Shopping experience to 14% who enjoy the Over-The-Phone shopping experience. In-Store shopping experience is greatly preferred by In-Store respondents.

Graph Analysis

This Pie Chart shows that the majority of respondents hear about Barbee’s Cookies through Friend/Family and Other. The Other category was mainly patronized by Top That Pizza (Business partner of Barbee’s Cookies). Moreover, several different times written on the survery by the 2.54% - Barbee’s Cookies Website, respondents wrote on the survey that they did not know that Barbee’s Cookies even had a website. This unusual result could account for the lack of response to answer #1 (Barbee’s cookies website).

Graphs

Graph Analysis

This Pie chart shows the percentage of people who will buy Barbee’s cookies for a professional and/or personal event. 40.68% of people who answered this question said they are very likely to order to the Barbee’s Cookies for a personal or professional event. This data tells us that people are buying these cookies for things such as business meetings, birthdays, festivals, etc.

Question 8


Graph Observations

What I have concluded from the graphs are three very simple things. The first being that their customers prefer the In-Store shopping experience. The graphs show a very strong shopping preference towards in-store. Moreover, while collecting the data I noticed a very internesting outcome in the store. After speaking to a customer about the survey it was exclaimed that they would never use Barbee’s Cookies online service. Their reasoning was that they enjoyed the experience of coming into the store and visiting with the staff. We spoke to several other customers who carried the same scentament.

Another conclusion that can be seen in the graph is that no one is hearing of Barbee’s Cookies from their online stores or Facebook. I had an interesting result from this question. Customer after customer wrote on the actual survey that they were unaware of the services. A significant number of the sample (that is the people we surveyed), were unaware that the company even offered online services. Considering our research problem and our management decision this is a significant observation.

One last observation we noticed on the graphs were the buying tendencies of the In-Store customers. The In-Store customers were more likely to buy cookies online rather than In-Store during special occasions such as Valentines Day, Birthdays, or Professional Events in general. Originally we thought this may not be so, considering the shopping preference was In-Store. However, it seems that customers prefer shopping online for events or holidays.

Project Limitations

Project Limitations

Project Limits

While conducting the survey our team experienced several different project limitations.

One of the project limitations was only being able to conduct surveys as our main form of research. While conducting our pilot study we noticed that there was a low response rate, their customers were unresponsive to survey research.

Many of the customers wanted to “taste” and experience their cookies, conducting focus groups may have been more prudent form of research.

One more limitation was the actual store location. Since the

store is located in Bixby we could spend very limited time there because we are located in Tulsa. Moreover, their customers were mainly located in Bixby, very few of their customers were located in Tulsa.

Thus, conducting the survey to people in Tulsa would have confounded our research as they do not know of Barbee’s cookies, nor are they Barbee’s Cookies customers.

Finally, one last project limitation I experienced was the owner exclaimed that they generally have low business around this time and warned that the customer response would low.

Main Takeaways

Main Takeaways

Main Takeaways

In-Store Shopping Preference: Customers prefer shopping In-Store and really enjoy the In-store Shopping experience of Barbee’s Cookies. After visting the store several different times through the study, We observed that the customers actually feel very at home and the smell reminds of certain things they remember in their past such as “Grandma’s” house.

Moreover, after speaking to several In-Store customers throughout the survey, they exclaimed: I enjoy driving to the store and visiting Barbee’s, I actually do not enjoy ordering online although it maybe more efficient.”

Low Internet Awarness: Most the customers do not know what that there are Online services available. Although question 2 was meant to see how people were hearing about Barbee’s, it actually yielded very interesting results.

People began to write on the survey exclaiming they did not know they could order barbee’s cookies online. They circled a different answer however, they made it known they did not know of the Online services of Barbee’s cookies.

Buying tendency of the In-Store customers is professional events, birthdays, and holidays. Over 40% of the in-store customer respondents would be very likely to order their cookies online for a personal or professional event.

Recommendations

Recommendations

Recommendation Summary

I would recommend that the company take several different actions. The first action being doing more research involving focus groups and not a survey; their customers seem unresponsive to a survey research.

However, after being in the store several different times, I observed that customers often wanted to try a cookie before eating it . Having a focus group would allow the customers to taste several different cookies and provide different feedback.

By holding focus groups the company would be able to have attain feedback and retain quality control from people who are not directly involved in the baking process.

Another recommendation for Barbee’s Cookies would be to inform their customers of their online services. Many of their customers do not know they can order online. While analyzing several surveys we saw written on the questionnaire: “We did not know!” “I would order online if it was available”, “How long has

this been available”. These are just several things that customers wrote in bewilderment. Properly informing their customers of these online services would most likely result in increased online patronage, and overall sales. Furthermore, overall services need to be highlighted more.

One final recommendation we would have for Barbee’s Cookies is to begin advertising in several different areas. Another thing we found throughout our survey is that most of the customers heard about Barbee’s cookies through Friends, Family, Professional Events or Top That Pizza. Almost none of the In-Store customers have been to the website or facebook page.

I would recommend that Barbee’s Cookies become more active online and push deals, giveaways, and highlight services online. Moreover, blogging may be a beneficial avenue to pursue as it pertains to the baking community. There are several different services they could provide through blogging that would benefit their business and customers.

Question 4 : How frequently do you purchase Barbee’s cookies online?

With this question, the very rarely option has the highest number of responses, with percentage of 40.68%. This shows that the online purchase is definitely not the current premier source of business for Barbee’s cookies. In comparison with the 2.54%, that stated they frequently purchase Barbee’s cookies online, the 38.14% is a huge difference.

Furthermore, another option that sparks a huge interest is the occasionally option. 30.51% of the sample responded to the fact that they would order Barbee’s cookies online, which is a testament to the online part of the Barbee’s cookies business. This points to the fact that as special occasions arise, individuals will order Barbee’s cookies online.

Businesses in the food industry have built businesses based on special occasions only, and this

gives Barbee’s cookies a lot to consider about their online strategy. In addition, on the completed questionnaire, a lot of the respondents wrote down that they were unaware of the fact that they could order Barbee’s cookies online, and this also added to the low frequency level.

Question 5 – Would you order cookies online?

When the sample was asked directly if they would order cookies online, 27.12% said they would order cookies online, while 72.88% responded no. This is probably as a result of the fact that cookies are very readily 3available everywhere, from grocery store, to gas stations, to vending machines, so they are easily accessible.

Therefore for such a common commodity, going online to order them would definitely require a special moment. Also, since our survey is based on Barbee’s cookies customer base in Tulsa, majority of the customers will rather drive there to get their cookies as soon as they need it ,

and also, they can have it delivered as well.

Question 6 - How likely are you to order cookies online for a Friend, Family or Colleague?

The percentages in this response to this question are somewhat uniform with the exception of very unlikely option, which was 8.47%. However, 25.42% responded with very likely, and 24.58% responded with likely. This shows that there is definitely a market for the online segment of Barbee’s cookies, and it will require some more market research to find out exactly what strategy to implement.

Although 20.34% responded with very unlikely, the likeliness of the customers placing orders online outweighs that of the un-likeliness, most especially when the occasion is right. Therefore with more research, a marketing strategy for the online customers will have to be crafted.

Question 7- How likley are you to Order Cookies Online On Valentines Day?

From our survey, looking at the chart above 40.68% of Barbee’s cookies customers said they are very likely to order cookies for personal or professional Event, 19.49% said they are likely to order on-line, 12.71% said they are somewhat likely, 15.25% said they are unlikely to order cookies on-line for personal or professional Event and 11.86% said they are very unlikely to order cookies for personal or professional Event.

The chart shows that customers are very likely to order cookies on-line when it comes to personal or professional events. This means that if Barbee’s cookies can create more awareness about their on-line sale system, customers will order cookies more on-line when it comes to personal events.

Question 8 - How Likely are you to order Cookies for Personal and Professional Event

Looking at the chart shows that 25.42% of Barbee’s cookies customers are very likely to buy cookies on-line for valentine’s day, 27.97% of their customer likely to order cookies on-line

for valentine’s day, 22.3% are somewhat likely to order on-line, 12.71% are unlikely to order cookies on line for valentine’s day and 10.17% are very unlikely to order cookies on-line for valentine’s day.

This chart shows that the possibility of bar bee’s cookies customer ordering cookies on-line for festive period like Valentine’s Day is high because of their relative response of very likely, likely and somewhat likely in the survey. This means that if Barbee’s cookies create more awareness about their on-line sale system, customers are more likely to buy cookies on-line for festive period like Valentine’s Day.

Question 9 - Would you Order Barbee’s Cookies Online

We also conducted a survey to find out if barber’s cookies customers will buy on line based on their in-store experience. Amazingly, majority of them said yes. About 70.34% said yes that they would buy cookies on-line based on their in-store experience and 29.667% said no. this means that people are buying cookies in-store because they are not so much aware about their 0n-line sales system.

If Barbee’s cookies can create more awareness about their on-line sales system, people would be more willing to buy cookies on-line than in-store.

Graph Analysis


Question 1

Question: Have you been to Barbee’s Cookies?


Question 2

Question 2: How did you Hear About Barbee’sCookies?

OTP = Over- The - Phone

Shopping Preference


Question 3

Question 3: Which Shopping Preference do you prefer?


Question 4

Question 4: How Frequently do you order Barbee’s Cookies Online?


Question 5


Question 6 Question 8


Likely hood of Buying Online for A Professional and/or Personal Event


Question 7

Question 3: Would you buy Cookies online?

Question 8: How likely are you to buy cookies for a personal and professional event?

Question 6: How likely are you to buy cookies for a Friend/Family Member, Coleague or Significant Other ?

Question 7: How likely are you to buy cookies for Valentines Day


Question 9

Question 9: Would you buy Barbee’s Cookies online?

Documents

Barbee's Cookies