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Mktg309 Essay

5597 words - 22 pages

MarketingResearch202Macquarie University Café Initiative Report 2014Charlo Maniacup Ι Lisa Vuong Ι Ryan Maher Ι Teresa Sant Ι Joy Cheng NgExecutive SummaryThis report focused on the Macquarie university new café initiative and what motivating factors and influences needed to be addressed when opening a new café. The main research question being what is the motivating factors that influence students' food purchase decision when at university. Through our qualitative and quantitative research, we will be able to find out how to open the best café possible, through our key constructs of price, quality, convenience, variety and their overall satisfaction with the current campus food outlets. The qualitative, the in-depth interviews and focus groups results will provide us with the insight into what are the motivating factors that come into place when buying food. While the quantitative, the questionnaire results will show us the statistical trends and provided answer to which factors are most important and how we and meet the students' needs and expectations. Our population of interest is all students at Macquarie University who are on campus during the day and evening especially those students who need to eat breakfast, lunch or dinner while on campus. We chose non-probability sampling frame where we approached participants was a one on one and offered lollies to entice them to complete the survey, we were able to get 103 responses. Through the results of the questionnaire we will be able to identify what motivating factors in our key constructs are most essential to students when deciding where and what to eat.Table of Contents1. Introduction1.1 Background1.2 Current Knowledge1.3 Knowledge Gap2. Method2.1 Qualitative Research Method2.2 Quantitative Research Method3. Qualitative Research3.1 Method3.2 Results3.3 Conclusion4. Quantitative Research4.1 Key Constructs to be Measured4.2 Table of Key Constructs4.3 Method4.3.1 Population of Interest4.3.2 Sampling Frame5. Instrumentation (Questionnaire)5.1 Analysis of Results6. Conclusion7. Review of Assumptions and Study Limitations8. Recommendations for Overcoming Limitations in Further StudiesIntroduction1.1 BackgroundThis research topic provided us with incentives to comprehend the level of satisfaction and dissatisfaction of students in relation to the campus food court. The university needs to meet the evolving desires of its students. The university food court is a place where students can buy food but is also a source of income for the university. Deterioration in sales has been seen in the past few years so we want to apply useful strategies and tactics that will benefit the university with an increase in revenue. The main aim of this research is to identify main factors affecting one's satisfaction with the food available at the food court and whether an investment of additional café would be appropriate.1.2 Current KnowledgeCurrently we know...

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