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    Marketing Research: Mugs N Beans

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    Mohit Nimbalkar
    1) Marketing research was conducted to understand consumer preferences and identify ways to increase sales at Mugs n Beans restaurant near IIM Indore. 2) The research questions focused on factors influencing customer choice of restaurant, effective marketing tools, and value-added services. 3) The research design involved surveys, focus groups, and interviews to collect data, which would then be analyzed using statistical techniques to identify key factors.

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    Marketing Research: Mugs N Beans

    Uploaded by

    Mohit Nimbalkar
    29 views10 pages
    1) Marketing research was conducted to understand consumer preferences and identify ways to increase sales at Mugs n Beans restaurant near IIM Indore. 2) The research questions focused on factors influencing customer choice of restaurant, effective marketing tools, and value-added services. 3) The research design involved surveys, focus groups, and interviews to collect data, which would then be analyzed using statistical techniques to identify key factors.

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    1) Marketing research was conducted to understand consumer preferences and identify ways to increase sales at Mugs n Beans restaurant near IIM Indore. 2) The research questions focused on factors influencing customer choice of restaurant, effective marketing tools, and value-added services. 3) The research design involved surveys, focus groups, and interviews to collect data, which would then be analyzed using statistical techniques to identify key factors.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    29 views10 pages

    Marketing Research: Mugs N Beans

    Uploaded by

    Mohit Nimbalkar
    1) Marketing research was conducted to understand consumer preferences and identify ways to increase sales at Mugs n Beans restaurant near IIM Indore. 2) The research questions focused on factors influencing customer choice of restaurant, effective marketing tools, and value-added services. 3) The research design involved surveys, focus groups, and interviews to collect data, which would then be analyzed using statistical techniques to identify key factors.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 10

    MARKETING RESEARCH

    MUGS N BEANS
    Group 2
    MOHIT NIMBALKAR 2016PGP237
    PRADYUMNA CHOUDHARY 2013IPM061
    S AU M YA G AR G 2016PGP343
    S H AR AT H M AD H U L I K A 2013IPM083
    SHRUNGA HEDE 2013IPM090
    VAN D A N VAM S I 2016PGP417
    V I S H E S H N AG PA L 2016PGP431
    INTRODUCTION
    Mugs n Beans is a restaurant near IIM Indore campus which started its operations in
    November 2016
    Customers: consist of students from nearby colleges as well as families coming to the
    restaurant on weekends. Although still new, the manager feels that the sales of the restaurant
    are lower than expected.
    Promotion and Advertising: it gives 10% discount to IIM Indore students (only discount
    available to students). Also, it has once distributed its pamphlets to residents within 4km radius
    of the restaurant since it is located in a residential area.
    Demand for Products: since the food is more focused on snacking as compared to meals, the
    demand is cyclic, depending on the season (for example, punches and juices do well in
    Summers).
    Before taking up any new initiative or make changes to existing system, the manager wants to
    better understand the consumer preferences which he feels can be given by market research.
    PROBLEM DEFINITION
    MDP: How to increase the sales of the restaurant within a constrained budget?
    MRP:
    What makes a customer choose a particular dine-in over others?
    What kind of marketing tool (eg. TV ads, internet, word-of-mouth etc.) has the greatest
    influence on a customers decision to go for a particular dine-in?
    What value added services (like games, DJ floor, music etc.) can influence customers
    choice?
    What are the special occasions on which customers like to visit a restaurant?
    Hypothesis:
    Null: A particular factor does not affect customers preference
    Alternate: A particular factor affects customers preference
    RESEARCH DESIGN
    SAMPLING PLAN
    Population Definition: People staying within 10 km radius of Mugs n Beans
    Number & Composition:
    Approx. 25-35 expected-survey (z=1.96, e=0.25, s=0.66; Implies sample
    size=28)
    Focus Group Discussion: 2-3; In-depth interviews: 4
    FIELD WORK
    Date Work
    28/2/17 and Survey at IIM Indore, People sitting at various cafs/Restaurants,
    4/3/17 send out questionnaire to students from other campuses

    7/3/17 and 8/3/17 Focus group discussion, in depth interviews


    Till 11/3/17 Analysis and Documentation
    12/3/17 Report Submission
    RESEARCH QUESTIONS
    DATA ANALYSIS
    Identifying outliers using various techniques (like Boxplot etc.)
    Perform hypothesis testing using techniques like One-sample t-test
    Simple tabulation
    Cross-tabulation
    Discriminant analysis
    FINDINGS/RESULTS
    Based on our data analysis using SPSS software, we will find out which all
    factors are important when it comes to consumer preference for a particular
    restaurant/caf.
    The analysis would also give us an idea of which marketing tool is more
    receptive to consumers when it comes to choosing any restaurant/caf.
    Our analysis would also give us an idea about which value added services like
    live music, board games, etc. will be more effective when it comes to increasing
    the footfall at any restaurant/caf.
    Our research questions would also help us to find out the special occasions on
    which Mugs n Beans can try to attract greater number of customers
    LIMITATIONS
    Tested Sample: since we have to work with limited information, resources and
    times, the sample may not represent the tastes of the population as a whole
    and we are limited to conduct our survey as per convenience sampling.
    Survey Nonresponse: some of the students from the other local institutes may
    not send us a response
    Since responses from the students of other local institutes would be taken
    through mail surveys, there may be some communication gap occurring
    between the respondents and field researchers
    Due to limited resources, we wont be able to provide much of an incentive for
    the respondents to respond to our study which may result in insincerity on
    the part of respondents
    CONCLUSIONS & RECOMMENDATIONS
    Based on our analysis of the market research, our recommendation to the manager of
    Mugs n Beans would be to direct his resources at the factors which are relevant for a
    consumer when it comes to choosing a restaurant/caf.
    Since our analysis would give us which tools are more important than others for
    publicizing restaurants/cafs, we would give recommendation to the manager to focus
    on those tools for effective results.
    Based on our findings, we would be able to recommend to the manager of Mugs n
    Beans to adopt certain value added services that would help them pull crowd.
    Based on the findings about special occasions on which customers like to visit
    restaurants, Mugs n Beans can launch special schemes on such occasions to attract
    greater number of customers.
    THANK YOU!

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