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?
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