Market research – Group Project

Students: Duca Gabriel,Enache Nicusor-Aurel, Harabara Diana, Papuc Elena AriadnaSpecialization: Business Administration, 3rd year

What Jacobs customers might want and to know what promotional tools the Jacobs management needs to use in order to raise frequency of consumption and strengthen the current market position, once the Easter holidays will begin.

Problem definition

-> find a solution which will resonate with the desires and demands of the consumer from Iasi.

Decisional context

3

To study the consumer behavior using a sample of 120 people agedOver 25 years, located in Iasi, from 12 to 26 March 2013, in order to

identifythe real sales problem and try to find viable solutions for it

Identify the most preferred brand by the chosen sample.

Establish the real behavior of coffee consumers regarding coffeeconsumption.

Identify the place where they usually drink coffee and purchase it from.

Determine the importance of the factors that affect the buyingdecision.

Establish the most suitable price for a medium coffee package (450g).

Objectives

Research method -> Dеscriptivе rеsеаrch using аs а rеsеаrch mеthоd а survеy (quеstiоnnаirе) in оrdеr tо

cоllеct quаntitаtivе dаtа.

Data collection

Sample size

120 respondents

Questionnaire design

15 questions

Research and data collection method

Date Time Area Team27.04.2013 16:00-19:00 Inside Palas Harabara Diana and Papuc

Elena-Ariadna16:00-18:00 Inside Iulius Mall Duca Gabriel and Nicusor

Enache29.04.2013 17:00-21:00 Copou Park Harabara Diana and Papuc

Elena-Ariadna

31.04.2013 12:00-15:00 In front of Kaufland (Pacurari) Duca Gabriel and Nicusor Enache

Data analysis and results

In order to analyze our data, we’ve used SPSS software. In this way, weobtained an insightful perspective using descriptive statistics (frequency and mean) , but also inferential statistics.

FrequencyWhat coffee brand do you consume on a regular basis?

FrequencyOn average, how often do you drink coffee?

FrequencyRank, from 1 to 5, where do you drink your coffee on a regular basis? (1 most

often,5 seldom)

FrequencyWith whom do you prefer drinking coffee?

FrequencyWith whom do you prefer drinking coffee?

FrequencyWhere do you buy coffee from, most frequently?

FrequencyGive a grade from 1 to 5 (1=not important, 5=most important) to the followingfactors when choosing your favorite coffee

FrequencyWith whom do you prefer drinking coffee?

FrequencyWith whom do you prefer drinking coffee?

Conclusions?