OverviewThe purpose of this market research report is to identify areas of improvement as well as potential opportunities for Pilgrim’s Coffee House, ultimately, guiding future marketing decisions. The report includes secondary research from websites and articles as well as primary research collected through customer interviews. The majority of the research presented is based on the customer surveys that were handed out at Pilgrim’s Coffee House. Based on this research, the report provides findings, conclusions, and recommendations to help Pilgrim’s better serve their customers.
In the beginning of the semester we were asked pair up and to find a company. The process of finding a business came with lots of anxiety as we walked in to small business all throughout Orange County. My partner Zuzu and I had to learn how to quickly sell the value of this project because often two college students pitching an idea in the middle of a busy work day isn't exactly what a lot of business owners wanted. We walked in to roughly 10 businesses and had no luck. It wasn't until we met with Pilgrim's Coffee that they were interested in hearing more. Once we had our client the goal was to be a "sponge" in the industry. We started with 16+ digital secondary sources and then conducted seventeen in-depth interviews with business professionals and customers. Once we talked to customers of Pilgrims Coffee House, we held a focus group of eight customers who had never been to Pilgrim's Coffee House we could gain a better understanding of coffee buying habits in our local area. With all of this new found understanding we built a survey (shown below) and distributed in-store. After the allotted period of time, we had collected 90 survey responses which we uploaded to SurveyPro to begin our second part of research. We created eight different sections such as Demographic of the survey respondents and What existing products are worth promoting? Within each section has graphs and charts such as the one below to show findings in the data. Research Objectives
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Distributed SurveyThe final step of the research process includes the development and distribution of a customer satisfaction survey. This survey was formulated based on previous research methods. Surveys were available to Pilgrim’s customers at the register and they were offered $1 off their coffee for completion. Additionally, some surveys were sent to customers in a digital format (these customers would also receive $1 off their coffee if they showed confirmation to the barista).
A total of 90 surveys were collected between October 28th, 2021, and November 14, 2021. The surveys were given to current customers at Pilgrim’s Coffee House because this project seeks to uncover the attitudes and opinions of those customers. The answers the survey respondents provided may aid in developing strategies for customer satisfaction. |