second cup
DESCRIPTION
Research ProjectTRANSCRIPT
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PRIYANKA : INTRODUCTION AND RECOMMENDATIONS
OLENA : OBJECTIVES AND CONCLUSION
FARHA NAZ : METHODS AND SURVEY DETAILS
RAJAT : VARIABLES CHOSEN AND RESULTS
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INTRODUCTION AND BACKGROUND
Second Cup is Canada's largest, Canadian-based specialty coffee retailer.
Operating more than 360 cafés across Canada.
Care for the guests by delivering the best food, Fair Trade Coffee, design, music and wireless Internet that’s available.
Make sure that there’s a little love in every
cup.
https://www.youtube.com/watch?v=y9Xdvk3rAv8
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MARKETING PROBLEMS
Stiff competition from domestic and international
companies.
Need to focus on target market and consumers.
Price and quality issues.
Product proliferation.
Distribution channel.
Store location.
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OBJECTIVES
Sales increase by looking at:
Price
Place
Customer service
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METHODS
Research design
Sampling framework
Sampling time
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SAMPLING TIME/LOCATIONS
Second Cup Outlet Date Time No of Respondent
Bloor Street West 25 March,2013 7.00 am to 8.30 am 15
College Street 26 March,2013 8.00 am to 9.30 am 15
Bay Street 27 March,2013 4.00 pm to 5.00 pm 15
Church Street 28 March,2013 5.00 pm to 6.00 pm 15
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RELEVANT VARIABLES CHOSEN
Instrument variation
Selection bias
Testing effects
Regression to mean
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CONTROL OF EXTRANEOUS VARIABLES
Randomization
Physical control
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VARIABLE LABELS
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CODING
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RESULTS
Mean 2.433333333Standard Error 0.1331213Median 2Mode 2Standard Deviation 1.031153158Sample Variance 1.063276836Kurtosis 0.299376308Skewness 0.856600495Range 4Minimum 1Maximum 5Sum 146Count 60
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RESPONDENT’S AGE
2 15-2523%
5 45-5515%
3 25-3520%
1 0 to 157%
6 Over 5522%
4 35-4513%
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RATING OF PRODUCT QUALITY AND PRICES OF SECOND CUP
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RATING OF CUSTOMER SERVICE AND AMBIENCE OF SECOND CUP
terrible 5%
somewhat good52%
better33%
very good7%
excellent3%
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OPINION OF CONSUMERS ABOUT LOCATIONS OF SECOND CUP
neutral15%
dissatisfied29%
somewhat satis-fied49%
satisfied7%
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OPINION OF CONSUMERS ABOUT PREFERENCE OF QUALITY OVER PRICE
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RECOMMENDATIONS
In order to achieve the objective of “increase in sales” :
Increase number of locations
Launch new products
Competitive price
Improve customer service
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CONCLUSIONS
Practical experience
Recommendations are made on systematic analysis
Recommendations help to reach ultimate goal
Outcomes are reliable tools to trace profitability
Implementations require management efforts
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THANK YOU