Marketing Research for Mrs. Murphy's Donuts by yaofenji

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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?

								
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