consumer behaviour case study

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A PROJECT REPORT ON CONSUMER BEHAVIOUR REGARDING JUBILEE CAFETERIA COURSE TITLE CONSUMER BEHAVIOUR MAS 314 SUBMITTED BY GROUP 5 MEMBERS AYOADE OLUWASEYI(GROUP LEADER) – SMS/011/10765 FAREMI FUNMILAYO CHRISTIANA - SMS/011/10776 RABIU OLANREWAJU– SMS/012/12320 AKINTAYO FOLASHADE – SMS/012/11048 ABAYOMI FASHOLA OLUWAFEMI JONATHAN – SMS/011/10777

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Page 1: Consumer Behaviour Case study

A PROJECT REPORT ON CONSUMER BEHAVIOUR

REGARDING JUBILEE CAFETERIA

COURSE TITLECONSUMER BEHAVIOUR

MAS 314

SUBMITTED BYGROUP 5 MEMBERS

AYOADE OLUWASEYI(GROUP LEADER) – SMS/011/10765

FAREMI FUNMILAYO CHRISTIANA - SMS/011/10776

RABIU OLANREWAJU– SMS/012/12320

AKINTAYO FOLASHADE – SMS/012/11048

ABAYOMI

FASHOLA OLUWAFEMI JONATHAN – SMS/011/10777

LECTURER

MRS. ADETOLA

Page 2: Consumer Behaviour Case study

LIST OF CONTENTSChapter 1 Executive Summary

Chapter 2 Research Objectives

Chapter 3 Research Methodology

Chapter 4 Limitations

Chapter 5 Cafeteria List

Chapter 6 Data Analysis and Interpretation

Chapter 7 Recommendations and Conclusion

Chapter 8 Annexure

Chapter 9 Bibliography

Page 3: Consumer Behaviour Case study

CHAPTER 1

EXECUTIVE SUMMARY

This project takes a look into the consumer behavior of student using

Jubilee Cafeteria. The questionnaire and observation methodology was

adopted to help solve the research question, the study shows a report

of why, what and when students prefer to use Jubilee Cafeteria. A

comparison was also made among Jubilee Cafeteria and other

cafeterias in the school.

Jubilee Cafeteria is one of the Eight(8) cafeteria's in Bowen University,

Iwo, Osun. Located beside the new female hostel. The cafeteria gets

most of its customers from the new female hostel who are 400 Level

students of the school. Few of their customers are also from the male

hostel. On Sundays they get customers from all levels, after the school

chapel service.

Page 4: Consumer Behaviour Case study

CHAPTER 2

THE OBJECTIVES OF THE STUDY(RESEARCH

PROBLEM)

The research study is undertaken to find out the attitudes of the

consumer. There preferences, likes and dislikes. The objective of this

particular study are;

To study which cafeteria is mostly preferred by students based on

their choices.

To know the factors influencing student to use their cafeteria of

choice often.

To know what will make them prefer Jubilee Cafeteria over other

cafeteria.

To know the consumer behavior and why student use Jubilee

Cafeteria.

Page 5: Consumer Behaviour Case study

CHAPTER 3

RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research

problem.

Research Problem – Consumers preference about different cafeteria's

in Bowen University.

Sampling Plan – To sample students from all available departments

and level.

Sample Methods – Random simple sampling

Sample Size – 50

Primary Data Collection Tool – a. Questionnaire

b. Observation

Questionnaire Design:

The questionnaires are self administered, the survey is kept simple

and user friendly. Words used in questionnaire are made

understandable to all respondent. We made the questionnaire

questions based on the research problem.

Observation Study:

To find out more details about consumers and know information they

might not want to put on paper, students were observed in various

cafeteria.

Page 6: Consumer Behaviour Case study

CHAPTER 4

LIMITATIONS

While conducting the research we encountered the following

challenges.

Some respondents were not willing to fill the questionnaire.

Not all respondent filled all the question appropriately.

Some respondent were biased and were not willing to reveal the

their true opinion.

Page 7: Consumer Behaviour Case study

CHAPTER 5

CAFETERIA LIST

JUBILEE

MUNCHES

KEMI BEE

BLESSED

LONPUS

BUPAF

GLORY

Y2K

Page 8: Consumer Behaviour Case study

CHAPTER 6

DATA ANALYSIS AND INTERPRETATION

SEX

Sex is an important factor when consideration location and taste of

the students.

SEX FREQUENCY PERCENTAGE(%)

MALE 29 58

FEMALE 21 42

Page 9: Consumer Behaviour Case study

Interpretation: Analysis shows that 58% of respondent are male,

while female respondent are 42%.

AGE

AGE FREQUENCY PERCENTAGE

14-19 27 54.00%

20-24 21 42.00%

25-29 2 4.00%

MALE FEMALE0

5

10

15

20

25

30

35SEX OF RESPONDENT

58%

42%

SEX

FR

EQ

UE

NC

Y PERCENTAGE

Page 10: Consumer Behaviour Case study

Interpretation: The data shows that people of age group of

14-19 use the cafeteria more than any other age group. Age

group of 20-24 is 42%. while 25-29 is the lowest with just 2%.

LEVEL

LEVEL FREQUENCY PERCENTAGE

100 10 20.00%

200 8 16.00%

14-19 20-24 25-290

5

10

15

20

25

30

AGE OF RESPONDENT

PERCENTAGE

AGE

FR

EQ

UE

NC

Y

14-19 = 54%20-24 = 42%25-29 = 2%

Page 11: Consumer Behaviour Case study

300 23 46.00%

400 7 14.00%

500 2 4.00%

Interpretation: The data show the percentage of 100 level that

filled the questionnaire is 20%, 200 level is 16%, 300 level is

46%, 400 level is 14%, 500 level is 4%. 300 level students

filled the most of all in the questionnaire.

DEPARTMENT

Students from the following departments filled the questionnaire;

DEPARTMENT FREQUENCY PERCENTAGE

HISTORY AND INTERNATIONAL STUDIES

3 6.00%

04/09/1900 07/18/1900 10/26/1900 02/03/1901 05/14/19010

5

10

15

20

25

LEVEL OF RESPONDENT

LEVEL

FR

EQ

UE

NC

Y

PERCENTAGE

100 = 20%200 = 16%300 = 46%400 = 14%500 = 4%

Page 12: Consumer Behaviour Case study

LAW 3 6.00%

MASS COMMUNICATION 6 12.00%

ACCOUNTING 4 8.00%

ECONOMIC 3 6.00%

BANKING AND FINANCE 2 4.00%

CIT 3 6.00%

BUSINESS ADMINISTRATION 6 12.00%

MATH AND STATISTICS 3 6.00%

MEDICINE AND SURGERY 6 12.00%

BIOCHEMISTRY 3 6.00%

SOCIOLOGY 4 8.00%

AGRICULTURE 2 4.00%

PHYSICS 1 2.00%

MICROBIOLOGY 1 2.00%

Interpretation: The data shows that students from all the

major departments in the University filled the questionnaire.

FREQUENCY PERCENTAGE0

1

2

3

4

5

6

7

HISTORY AND INTER-NATIONAL STUDIES

LAW

MASS COMMUNICATION ACCOUNTING

ECONOMIC BANKING AND FINANCE

CIT BUSINESS ADMINIS-TRATION

MATH AND STATISTICS MEDICINE AND SURGERY

BIOCHEMISTRY SOCIOLOGY

AGRICULTURE PHYSICS

MICROBIOLOGY

Page 13: Consumer Behaviour Case study

STUDENTS WHO USE JUBILEE

RESPONSE FREQUENCY PERCENTAGE

YES 32 64.00%

NO 19 38.00%

Interpretation: The data shows 64% of the students who filled

the questionnaire use Jubilee Cafeteria while 38% do not.

DATA ANALYSIS FOR STUDENT WHO USE JUBILEE CAFETERIA

WHY THEY PREFER JUBILEE AND WHAT MAKES IT UNIQUE

OPTIONS FREQUENCY PERCENTAGE

THEIR SERVICE 10 15.15%

YES NO0

5

10

15

20

25

30

35

RESPONSE

Students who use Jubilee and those who do not.

RESPONSE

FR

EQ

UE

NC

Y PERCENTAGEYES = 64%NO = 38%

Page 14: Consumer Behaviour Case study

LOCATION 10 15.15%

TASTE 26 39.39%

SPACE/VENTILATION 6 9.09%

PRICE 4 6.06%

HYGIENE 10 15.15%

HOW OFTEN THEY VISIT JUBILEE

FREQUENCY OF VISIT FREQUENCY PERCENTAGE

OFTEN 9 28.13%

VERY OFTEN 9 28.13%

THEIR SERVICELOCATION

TASTESPACE/VENTILATION

PRICEHYGIENE

0

5

10

15

20

25

30

OPTIONS

FR

EQ

UE

NC

Y

Page 15: Consumer Behaviour Case study

RARELY 5 15.63%

OCCASIONALLY 9 28.13%

Interpretation: 9 people out of the total respondents use

Jubilee often, very often and occasional. While just 5 use it

rarely.

STUDENTS WHO USE OTHER CAFETERIA

19 Students with a total of 38% do not use jubilee

OFTEN VERY OFTEN RARELY OCCASIONALLY0

1

2

3

4

5

6

7

8

9

10

FREQUENCY OF VISIT

FR

EQ

UE

NC

Y

Page 16: Consumer Behaviour Case study

cafeteria, the rest of the survey on this part will be

focused on them.

WHY THEY PREFER OTHER CAFETERIA AND WHAT MAKES THEM

UNIQUE

OPTIONS FREQUENCY PERCENTAGE

LOCATION 7 15.40%

SPACE 2 4.40%

TASTE 18 39.60%

HYGIENE 4 8.80%

SERVICE 5 11.00%

PRICE 2 4.40%

CHOICE 7 15.40%

Interpretation: The data shows that student use other

cafeteria mostly because of taste.

LOCATION SPACE TASTE HYGIENE SERVICE PRICE CHOICE0

2

4

6

8

10

12

14

16

18

20

OPTIONS

FR

EQ

UE

NC

Y

Page 17: Consumer Behaviour Case study

HOW OFTEN THEY VISIT OTHER CAFETERIAS

FREQUENCY OF VISIT FREQUENCY PERCENTAGE

OFTEN 5 33.33%

VERY OFTEN 7 46.66%

RARELY - -

OCCASIONAL 3 20.00%

Interpretation: The data shows that students who don't use

Jubilee cafeteria, use other cafeteria's very often, often and

occasional.

OFTEN VERY OFTEN RARELY OCCASIONAL0

1

2

3

4

5

6

7

8

FREQUENCY OF VISIT

FR

EQ

UE

NC

Y

Page 18: Consumer Behaviour Case study

OTHER CAFETERIA OF CHOICE

CAFETERIA FREQUENCY PERCENTAGE

KEMI BEE 6 33.33%

BUPAF 3 16.67%

MUNCHES 4 22.22%

BLESSED 5 27.78%

Interpretation: The data shows that students who don't use

Jubilee use Kemi bee, Blessed, Munches and Bupaf.

KEMI BEE BUPAF MUNCHES BLESSED0

1

2

3

4

5

6

7

CAFETERIA

FR

EQ

UE

NC

Y

Page 19: Consumer Behaviour Case study

OBSERVATION

LOCATION AND CONVENIENCE

The study shows that students prefer to use cafeterias that are nearer to

their location.

EFFECT OF PRICE

Students also prefer to patronize cafeterias that give out at good

price, students are willing to walk to Jubilee cafeteria because of the

price benefit.

Page 20: Consumer Behaviour Case study

CHAPTER 7

RECOMMENDATIONS AND CONCLUSION

In the overall analysis of the data, Jubilee cafeteria is preferred by most male student

who have had the opportunity to use the cafeteria. Also the cafeteria has good customer

relations. The only limitation is their location, they are located in an area where student

cannot visit easily. Most student prefer convenience over taste or any other factor.

Page 21: Consumer Behaviour Case study

CHAPTER 8

ANNEXURE

Consumer ehaviour - MAS 314Project (Group 5)Mass Communication Department,Bowen University, Iwo.

NOTE: This is a questionnaire on THE STUDY OF CONSUMER'S BEHAVIOUR ON JUBILEE CAFETERIA. We need your sincere response to these items as they are going to be used purely for academic purposes. All responses will be treated with strict confidentiality.

Please read carefully and tick the [ ] to any question applicable to you.

SECTION A.

1. Sex: Male [ ] Female [ ]

2. Age: 14-19 [ ] 20-24 [ ] 25-29 [ ] 30 and above [ ]

3. Level: 100 [ ] 200 [ ] 300 [ ] 400 [ ] 500 [ ]

4. Dept: ________________________________

SECTION B.

5. Do you use Jubilee Cafeteria?

Yes [ ] No [ ]

6. If Yes/No, why? Specify your cafeteria of choice if No.

_______________________________________________________

Page 22: Consumer Behaviour Case study

7. What makes your cafeteria of choice unique?

A. Their services B. Location C. Taste D. ChoiceSECTION C.

8. Why do you prefer your cafeteria of choice?

A. Space/Ventilation B. Taste C. Price D. Hygiene

9. How often do you visit the cafeteria of your choice?

A. Often B. Very Often C. Rarely D. Occasionally

10. What advantages does your cafeteria of choice have over other cafeterias?

___________________________________________________________

SECTION D.

11. What other cafeteria would you prefer If your cafeteria of choice is unavailable? _____________________________________________________________________

12. Why would you prefer the alternative cafeteria? _____________________________________________________________________

13. What would you like your cafeteria of choice to improve on? _____________________________________________________________________

For further comments, opinions, questions and observations, kindly express yourself below,___________________________________________________________

___________________________________________________________

Page 23: Consumer Behaviour Case study

CHAPTER 9

BIBLIOGRAPHY

HERE IS A LIST OF BOOK THAT WAS CONSULTED DURING THIS

RESEARCH.

1. CONSUMER BEHAVIOUR AND ADVERTISING

MANAGEMENT – MATIN KHAN