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An Analysis of Franklin Pierce
College’s Students’ Level of
Awareness towards Mrs.
Murphy’s Donuts
Presented by:
Stephanie Hartenstein
Andrew Maderia
Jim Wheeler
Jess Bermingham
Greg Bleaux
Introduction
The purpose of our research was to determine the
level of awareness of Franklin Pierce College
students on Mrs. Murphy’s Donuts in Jaffrey,
New Hampshire. Also to gain insight as to what
breakfast items are most desired by students, and
what breakfast restaurants are most patronized
within the Monadnock Region. Research was also
necessary to determine what percent of students
would or continue to patronize if student discounts
were offered.
Exploratory Research
Prior to the survey design the research team gathered
background research on the industry itself relative to the
objectives, in order to gain a clear understanding of the
current trends taking place. The research resulted in the
following areas and was summarized in a formal literature
review:
Current Dilemmas Faced in the Bakery Industry
How the Bakery Industry is Responding to Consumers
What Challenges Lie Ahead for the Industry
Problem Statement
Research is necessary to determine the level of
awareness of Mrs. Murphy’s Donuts (Jaffrey,NH)
within the Franklin Pierce student population
(Rindge,NH campus). In addition, we wish to
determine new products, pricing and promotional
strategies for future business development and
opportunities.
Research Objectives
• To determine if current marketing communication
strategies of Mrs. Murphy's Donuts have reached the
Franklin Pierce College student community
• Determine the level of awareness of Mrs. Murphy’s
Donuts throughout the Franklin Pierce College (Rindge
Campus)
• Determine what marketing mix will attract Franklin Pierce
College students, (Rindge Campus) to Mrs. Murphy’s
Donuts
Methodology
The population used in this research is Franklin Pierce
College students attending the Rindge, New
Hampshire campus. The Registrar’s Office gave us
an updated listing of a current population of 1,520
students currently attending both full time and part
time. Our sample size was determined by using a
cross representation of gender and class standing.
The convenience sample was of 96 students of equal
weight; 24 students from each class standing and
within that 24 students a sample of 12 female and 12
male students.
Data to Be Collected:
Step 1: Secondary data was gathered to complete the
Literature Review and gain knowledge of the bakery
industry’s current trends.
Step 2: A survey questionnaire was designed consisting of
13 questions reflecting the information needed by analyzing
our research objectives and determining new products,
pricing and promotional strategies for future business
development and opportunities of the establishment.
Step 3: Collection of all survey data and entered data into
the Statistical Package for the Social Sciences (SPSS)
Software. The information was compiled into a spreadsheet
format and reviewed allowing us to determine conclusions
and recommendations.
Survey Questions
1. Are you aware of Mrs. Murphy’s Donuts in Jaffrey, NH?
2. If you answered “yes” to the previous question how often do you patronize Mrs.
Murphy’s Donuts?
3. Would you consider patronizing the Mrs. Murphy’s if special student discounts
were available?
4. Do you patronize any other Breakfast restaurants in the Monadnock Region? If so
please list.
5. How many meals do you receive on the Meal Plan at FPC?
6. How much money would you be willing to spend on a Breakfast meal?
7. Please rank 5 Breakfast items you would most likely purchase at a Breakfast
restaurant. (eggs, coffee, omelet, pancakes and French toast)
8. Do you prefer any additional breakfast items not mentioned in the previous
question?
9. Do you have a vehicle on campus?
10. What is your gender?
11. Where do you reside?
12. What is your class standing?
Limitations
• Lack of time availability to complete further data
research both primary and secondary
• Lack of time available to further experience the
full abilities of the SPSS software
• Complete cooperation from all survey respondents
• Conflicts with group members due to other
committed obligations and responsibilities
Frequenc y
Question 1 No
Yes
Are you aware of Mrs. Murphy's Donuts in Jaffrey, NH?
Cumul ati ve
Frequency Percent Vali d Percent Percent
Vali d Yes 53 55.2 55.2 55.2
No 43 44.8 44.8 100.0
Total 96 100.0 100.0
FREQUENCY
Question 2 Once a w eek
Once a month
Tw ice a month
Once every 6 months
Never been there
Once a year
If you are aware of Mrs. Murphy's Donuts, how often do you
patronize the establishment?
Cumul ati ve
Frequency Percent Vali d Percent Percent
Vali d Once a week 4 4.2 4.2 4.2
Once a m onth 8 8.3 8.3 12.5
T wi ce a m onth 12 12.5 12.5 25.0
Once every 6 m onths 2 2.1 2.1 27.1
Once a year 12 12.5 12.5 39.6
Never been there 58 60.4 60.4 100.0
T otal 96 100.0 100.0
PERCENTAGES
100
80
Question 3
60
40
Percent
20
0
Yes no
Discount
Would you consider patronizing Mrs. Murphy's
Donuts if spe cial student discounts were ava ilable ?
Cumul ati ve
Frequency Percent Vali d Percent Percent
Vali d Yes 86 89.6 89.6 89.6
no 10 10.4 10.4 100.0
Total 96 100.0 100.0
Question 4
50
Patronized Listing
46
40 Dunkin Donuts/Foggs
Lilly's
30 School Cafe
Greeks Buffet
20 Marshalls Mini-Mart
Percentage
20
Bagel Mill
10 12 None listed
11
Peterbrough Diner, M
4
0 arshalls, Dunkin Don
Yes no
Breakfast Restaurants most patronized
FREQUENCY
50
Question 40
5 30
20
10
Percent
0
19 meals 0 meals 10 meals 15 meals
FPC Meal Plans
What meal plan a re you currently on a t Fra nklin Pierce?
Cumul ati ve
Frequency Percent Vali d Percent Percent
Vali d 19 m eal s 38 39.6 39.6 39.6
0 meal s 26 27.1 27.1 66.7
10 m eal s 24 25.0 25.0 91.7
15 m eal s 8 8.3 8.3 100.0
T otal 96 100.0 100.0
MONEY
$8-$10
Question 6 $5-$8
less than $3
price is not a facto
How much money would you be willing to spend on a
breakfast meal?
Cumulative
Frequency Percent Valid Percent Percent
Valid $5-$8 36 37.5 37.5 37.5
price is not a factor 21 21.9 21.9 59.4
less than $3 20 20.8 20.8 80.2
$8-$10 19 19.8 19.8 100.0
Total 96 100.0 100.0
FIRST
Cumulative
Question 7 Valid eggs
Frequency
37
Percent
38.5
Valid Percent
38.5
Percent
38.5
coffee 18 18.8 18.8 57.3
omelet 10 10.4 10.4 67.7
pancakes 18 18.8 18.8 86.5
french toast 13 13.5 13.5 100.0
Total 96 100.0 100.0
FIFTH
Cumulative
Frequency Percent Valid Percent Percent
Valid eggs 19 19.8 19.8 19.8
coffee 19 19.8 19.8 39.6
omelet 18 18.8 18.8 58.3
pancakes 18 18.8 18.8 77.1
french toast 22 22.9 22.9 100.0
Total 96 100.0 100.0
Conclusions/Recommendations
There is a significant level of awareness at this current time
on the Franklin Pierce College student population (Rindge,
NH) Campus on Mrs. Murphy’s Donuts. Though it is
apparent within our recent study that the level of awareness
has not satisfied the student preferences in order to
patronize the establishment. We recommend that Mrs.
Murphy’s Donuts offer special student incentives, alter
their menu choices to students’ willingness to buy, and
promote their restaurant on campus through campus
mailboxes and flyer postings.
Thank you for your attention!
Are there any questions?
