Marketing Research
A Coffee Shop (family-owned) with many years in the market and many clients want to offer vegan products to extend its menu and bring more clients.
1. Explain marketing issues, management dilemmas, and research questions.
2. Research design How would you design your research? Research type, purpose, time frame, scope, and environment.
This marketing research uses secondary data by obtaining it from sources like the General Social Survey, The United States Census, and the American Community Survey. You can also add more information from other reliable sources if preferred. The Coffe shop hands a survey to some clients who are willing to help answer some questions like
• How likely are you to come back?
• Are you vegan?
• Do you know anyone vegan?
• Have you considered being vegan?
• Would you try a vegan product?
• Have you eaten any vegan food?
• Do you think a vegan product is healthier?
• Would you like us to provide samples of vegan products?
• If we introduce a vegan product, would you buy it?
3. Analyze the collected data, and discuss the technique and tools you used to analyze the data.
4. Research Findings, Summarize the finding of your research. Draw marketing implications
5. Conclusion and what do you recommend to the company based on your research study?
Sample Solution
Based on the research findings, it is recommended that the coffee shop introduce vegan products to its menu as there is a high likelihood of converting customers who are familiar with vegan diets or those who have considered being vegan. In addition,
offering samples of these products would help increase customer satisfaction and loyalty. Furthermore, by adding more variety to their menu, it could attract new customers due to their desire for healthier choices. To capitalize on this trend, the coffee shop can promote the health benefits of their vegan options through various marketing methods such as social media campaigns and advertisements in local newspapers. This will create a positive brand image and encourage potential customers to try the product.
The coffee shop should also focus on creating partnerships with local businesses in order to expand their reach within the community and make sure they are providing quality vegan options that appeal to all types of palates. Additionally, catering services can be offered for special events like parties or corporate meetings so clients can get an idea about what type of food they can offer from them since most vegans don't eat out regularly due to limited options available at restaurants. Lastly, keeping up with current trends regarding plant-based eating will ensure that their offerings remain relevant and attractive for potential customers looking for healthier alternatives.