Marketing Research Project: ‘Hamperson Campus’: An evaluation of the market potential for a new business Sajjan Lohia Page: Contents: 1 Title Page 2 Summary of the key findings 3 Summary of the key findings (Continued) 4 Conclusions and Recommendations 5 Appendices – Survey format – Advantages 6 Appendices (Continued) – Disadvantages – Copy of the questionnaires – Cross-tabulations 7 Bibliography ‘Hampers on campus’ is adeveloping concept that provides students with good quality food which parentspay for. Having identified that there are many students who cannot find thetime to cook good quality food, this service is believedto aid students to make healthier options, whilst easing the stress of parentswho may worry. The survey that was conductedwas created online with ‘Survey Monkey’. This platform reduced any errors andcreated the best possible survey possible.
Each individual was accompaniedwhilst they completed the survey and they were explained to what it was aboutand what it aimed to do. This took place over two days. As 20 individuals wereneeded, 10 were interviewed on the first day and another 10 on the second day. Allinterviews were conducted in a safe environment, in this case it was CurzonBuilding. Curzon Building is s a busy area and this was making sure individualsdid not feel isolated.
2a) Summary of the keyfindings In thequestionnaire asked questions asked were; “how much doyou expect to pay for a good quality university hamper?”, “Over all what isyour opinion on this hamper service?” and “Would you purchase a good quality universityhamper?”. These three questions spark interest and are relevant to the marketingdecision making.The marketing decision process(Figure 1) is based on how marketers consider the buying process that a customergoes through.
In order to gaugerespondent behaviours, questions such as “how much would you expect to payfor a good quality food hamper?” an idea of price point to which studentsor their parents can afford, also discovering how much the product couldreally sell for. Also “Over all what is your opinionon this hamper service?” This gives the respondents a chance to reallyexpress themselves, to measure behaviours toward the product idea. Also thelikelihood of them purchasing the product, this allowed a matrix to take place(excellent/good/not sure/bad/ poor). Another question was “Would you purchase agood quality university hamper?” This question was asked early on, to seehow perceptive the respondent was to the introductory brief, it means theywould have given more appropriate responses. Next, attitudes were addressed in thequestionnaire “What arethe 3 most important factors when buying a hamper?”. This was asked in order to decipher the target market, or what thegeneral populous of BCU undergraduates wanted. Attitudesare important because they distinguish if there is potential in the idea and ifthere a niche for it.
Furthermore, “If there was some promotion with thehamper, would you be more likely to buy one?” This is both behavioural and attitudinal. It’s addressing the likelihoodto buy, how can the respondent be prompted or convinced to buy the hamper, alsoto what extent are promotions influencing buyer behaviours (see appendices).Finally, “How often would you want your hamper to be delivered?” Thisquestion was gauging what would be the most popular delivery, which indicatedthat they would invest in this idea. The Initialquestions asked were general such as, “Whatis your gender?” and “What year ofstudy are you in?”. This is a measure of what type of respondents arefilling out the questionnaire, it informs the target market and who reallywants to buy the hamper. These targeted questions aim to improve product specify. Categorical questions have a yes or no answerwhere responses allow for quick data collection. 2b)Conclusions and RecommendationsConclusionFrom the results it is clearlydemonstrated that ‘Hampers on Campus’ is a unique idea and was liked by bothmales and females and that there is a niche in the market for this service.
Overall the surveys have shown positive results indicating that undergraduatesreally liked the idea as the most popular delivery option was three times aweek. In addition, the general consensus was excellent or good. However, therewas only one individual who did not agree with the idea and that students needto learn how to cook, as it is a vital skill. This viewpoint is valid as thereare other people who may think the same, however this survey has not portrayedthat. It has shown that students like this idea and strongly agree with it. Recommendations The marketing mix includes; place,promotion, product and price.
There was a definite interest in thehamper if it included a promotion, 19 (95%) people, figure 6 (see appendices). The product was deemed generally excellent, 9(45%) people and good 10 (50%) people, figure 3. The modal price was £4.00 ,7(35%) people, figure 2. In addition,during the interview process respondents frequently asked if there was halal,kosher, dairy free and gluten free options.
The aforementioned could be afuture venture. AppendicesThe sample design used was aquestionnaire via the online platform Survey monkey. With the introduction ofInternet based communication there has been a huge increase in computer-basedinterventions. Therefore, there has beenan increase in the volume of communicative activity in area concerning onlineresearch, especially that of which is conducted in the survey format. In addition,there has been an increase in the study of online populations, which has inturn led to an increase in online surveys. (Andrews, D., Nonnecke, B.
, , J. 2003). In the past designingonline survey used to involve authoring programs, HTML code and scriptingprograms which made the entire process time consuming and data collection slow(Wright, K. B. 2005). However now it has become so much easier to design andexecute an online survey because of online platforms.The essay will now discuss thechoice of survey format then then evaluate both the advantages anddisadvantages of using an online survey as the sample design.Survey formatIn recent years the cost ofcomputer hardware and software has decreased, thus some companies offer a freeservice.
The format of the survey is that dictated by this service is a freeservice that allows the user to tailor their survey to their needs. There isalso a paid version of the software. It is also possible to keep an easy trackof the results, which then allows for data analysis. The range of templatesalso makes the survey easy to read, simple to understand and hence easy tocomplete. The service also offers the ability for the user to connect withpeople via email, website and social media which means people are even moreaccessible than ever before. AdvantagesAccessibility The advantages of using an onlinesurvey are many, one of the main ones is the volume of people that can bereached due to the number of people who are able to access the internet viaphone, tablet and computer.
Thus it is much quicker than conductingface-to-face interviews to collect data. The BCU undergraduate population isvery much accessible via the above mentioned mediums hence the online surveyhad a good response rate, meeting the specified quota of 20 respondents. Access to a varied demographic The survey should be able tocapture the opinions of enough of the population to allow conclusions to bedrawn about the general population. With this survey it has been possible toreach a wide demographic of people, the demographic of people here being BCUundergraduates, which consists of a multitude of religions, cultures andethnicities. It is therefore possible to formulate viewpoints about the hamperservice from BCU undergraduates and all the sub-populations within that. Insampling the varied demographic, it depicts the potential of the product and ifBCU undergraduates have a need for the hamper service.
Cost Costs were minimised due to thesurvey being created online for free, additionally further costs were minimised,as there was no need to print out survey cards, pay for distribution viapostage and the cost associated with data collection, as the survey cards wouldhave had to be returned. Also written services have a much lower participationrate as compared to online formats such as email, phone and web. (Baruch,2008). Cost saving is always an advantage in any industry.DisadvantagesOnline research methodology doeshave disadvantages, which should be considered by researchers, as there aredisadvantages that are unique to the computer medium.Details The real depth of respondentopinions cannot really be measured as there are a limited number of responsesi.
e strongly agree, agree, do not agree etc. (Kelley et al. 2003) It’s also difficult to gauge and categorise opinions,if any, are given by the respondent. Most of the time when given theopportunity to give an opinion, respondents often do not and when they do itsnormally limited.Data qualityThere is no way to tell if the datareceived is a true representation of the opinions of those completing thesurvey (Couper and Miller, 2008). The quality of responses is affected byresponse set; this is where respondents answer in a way that produces a certainimage of the respondent rather than answering based on their true opinion.
There is no way to measure as to how mucheffort the respondent has put in. Also people may read into questionsdifferently which can create subjectivity in responses. Researcher bias is also present, asthe researcher is only asking what they want to know as, a result maybe missingkey information that could be relevant to the hamper’s success. The above willall compromise the validity of the results of the survey.