market research project final...

Market Research Project Final Report

By

Joshua Kern

Adam Oser

Omar Duran-Mendoza

Presented to

Brad Barbeau

Table of Contents

I. Executive Summary………………………………………………………………………...3II. Situation Analysis and Marketing

Problem…………………………………….....3III. Marketing Research

Objectives……………………………………………………......4IV. Data Collection Plan………………………………………………………………………..

4A. Questionnaire

Design…………………………………………………………....4B. Questionnaire

Revision………………………………………………………....5C. Sample

Plan………………………………………………………………………….5D. Sample Plan Revision……………………………………………………………5E. Coding………………………………………………………………………………….

6V. Results and

Limitations…………………………………………………………………...6A. Is there a need for pizza……………………………………………………….6

VI. Conclusions and Recommendations……………………………………………….12

VII. Further Results……………………………………………………………………………..13VIII. Appendices…………………………………………………………………………………...1

4A. Questionnaire……………………………………………………………………..1

4B. Coding Sheet………………………………………………………………………24

List of Figures

Figure 1: Favorite pizza brand………………………………………………………………….7

Figure 2: Ranking importance of factors, when purchasing a pizza…………….8

Figure 3: Ratings of respondents opinion of each brand…………………………….9

Figure 4: Crosstabs showing respondents dining preference……………………..9

Figure 5: Anova test, compares On campus residents/ increased likelihood to

purchase ……………………………………………………………………………………………..9

Figure 6: Independent T-Test………………………………………………………………….10

Figure 7: Regression Analysis, willing purchase price/ Household size……..11

I. Executive SummaryMountain Mike’s is one of the leading pizza brands, and is a family-oriented

casual dining environment that also offers delivery and carryout options.

They provide only the highest quality and custom made food using the

freshest and finest ingredients. The main issue that the Mountain Mike’s

restaurant located in Marina is experiencing, is how to attract more CSUMB

students. We were assigned to help Mountain Mike’s find answers to it’s

current marketing problem and to come up with a conclusion how to

proceed. This report will give a detailed analysis regarding Mountain Mike’s

and provide conclusions, in order to fix Mountain Mike’s.

The report arrived at several opportunities for Mountain Mike’s. The first

option is to change their marketing campaign and begin targeting CSUMB

students more. The second option involves working together with CSUMB to

allow Mountain Mike’s to accept Otter Bucks as a form of payment.

II. Situation Analysis and Marketing ProblemMountain Mike’s is one of the few franchises that still offers a dine in

experience. The restaurants provide customers with a pleasant atmosphere,

where customers can enjoy pizza, while enjoying sporting events. Mountain

Mike’s has an excellent reputation, but here in Marina, it seems like they may

have some trouble in the community, including students at CSUMB. The

underlying objective of our research would be to determine if customers are

aware of Mountain Mikes Pizza in Marina. The next objective would be to

think of a new service that Mountain Mikes can provide to attract new

customers, CSUMB students will be targeted heavily. The new service will be

offered to CSUMB students, by accepting the otter bucks as a form of

payment. We will collect information through the process of using primary

data, which will be gathered through surveys and focus groups by targeting

CSUMB students. Once we have collected enough information to determine if

the new service will appeal to CSUMB students, we can move forward and

establish a marketing campaign that would allow incoming college students

know about our service and this can be done by partnering with the school.

III. Marketing Research ObjectivesThe underlying objective of our research is to determine if customers are

aware of Mountain Mikes Pizza in Marina. The next objective would be to

think of a new service that Mountain Mikes could provide to attract new

customers. The new service will be offered to CSUMB students in particular

by accepting the otter bucks as a form of payment. We will collect

information through the process of using primary data, which will be

gathered through surveys by targeting our sample population. Once we have

collected enough information to determine if the new service will appeal to

CSUMB students, we can move forward and establish a marketing campaign

that would allow incoming college students more information about its

services, by partnering with the school.

IV. Data Collection PlanQuestionnaire DesignWhen designing the questionnaire, we began with questions that were very

general in regards to student’s habits of eating out and their opinion about

otter bucks. Continuing on in the questionnaire, the questions got more

specific regarding student’s preferences about different factors while eating

out and other pizza chains. Further explanation is shown below:

● Section A

○ This section is composed of general questions about the student’s

habits in regards to ordering pizza and other pizza chains

● Section B

○ Inquired information about the student’s prior experiences and

the attributes or factors that they valued the most

● Section C

○ This final section consisted questions that would gather student’s

demographic information

The questionnaire that was used to gather our data and get results can be

found in Appendix 1.

Questionnaire RevisionTo make our survey more efficient, it was decided that we would need to

remove several questions that did not provide any relevant information in

regards to our issue. It allowed us to shorten the survey making the

participants more willing to take the survey. The length caused some takers

to speed through the survey causing some non-sampling errors because they

were not reading and understanding the question thoroughly.

We also needed to revise the wording of several questions to provide more

clarity for the respondents. Question nine of the survey, left several

respondents to inaccurately answer the question. Inserting (1-4) will provide

clarity for respondents, when answering the question. This lead several

respondents to non-response errors, but were about to identify the most

important “1” rated factor to the respondents.

Sample PlanTo take our sample we first needed to determine the sample size that was

needed to get the needed results. We determined that the sample plan size

should be much larger than 50, but a survey of 50 will be large enough to get

the satisfactory results. The research team was composed of three members,

each member was required to interview a minimum of 17 respondents.

The sample frame only consisted of CSUMB students, class members, random

students and friends. They were interviewed in person through oral and

written questioning, giving them our survey and emailing them the survey as

well. Since respondents sometimes are not willing to always answer the

surveys, no order was taken to the people who were given the survey, just

the people who answered the survey first were taken. They were both male

and female students.

As a team we tried to avoid bias results in our sample frames. When

interviewing students eating at the OE or the DC, most of them would in fact

admit that pizza is one of their favorite foods. However the results were not

dramatically affected.

Sample Plan RevisionA revised sample plan would take a larger sample size into consideration. We would

recommend a larger sample size to make our results more conclusive and accurate.

A sample size would ideally include the entire CSUMB student body. The sample size

would result in a more accurate and more useful information because it would

contain the opinions of the entire school. This data would be able to accurately

conclude the opinion of all CSUMB students.

CodingThe coding for questions were coded several way. For further info on the coding of

the questionnaire for each question can be seen in the appendix 3. The example of

how some of the questions were coded are below:

Yes or No

Yes or no questions coded by 1, 0.

● 0 indicates response of yes.

● 1 indicates response of no.

Check all that Apply

Questions with multiple answers were coded into several single variables for each

possible answer.

● 0 indicates “applies” as a response

● 1 indicates “does not apply” as a response

Multiple Choice

These were questions that had multiple options to choose from were coded 1

counting up to the needed number.

Rating

The chosen number on the scale is entered in the data set

V. Results and Limitations

Is there the need of pizza?

We had several limitations in the procedure of researching Mountain Mike’s

restaurant. The main limitation occurred by the limited number of survey

responses. It would have been more beneficial to have received a response from

every student attending CSUMB, in order to get a complete analysis of CSUMB

students. A complete analysis of the student body could accurately predict the

perception of Mountain Mike’s and the use of otter bucks.

First, we needed a screening question, in order to make sure all of the responses

were taken by CSUMB students. In order to conclude otter bucks would increase the

popularity of Mountain Mike’s with CSUMB students, we required only CSUMB

students to respond. The survey concluded a good point estimate would be 76% of

respondents prefer either Mountain Mike’s or Domino’s over Round Table and Pizza

Hut. Mountain Mike’s and Domino’s were each preferred equally by respondents at

38%, shown in figure 1 below.

Figure 1: Favorite pizza brand

Next, we evaluated the importance of several different factors regarding the

purchasing of pizza. We had respondents rank the importance of each variable,

between one and four. By having the “price” variable as the top selection for

respondents, this may lead respondents to entering “price” as the most important

factor and by having the “customer service” factor at the bottom of the options, it

may have received additional “4”’s from respondents. Even with “price” as the top

choice, “quality” received the most “1”’s and “2”’s in regards to importance when

purchasing a pizza. Results are shown below in figure 2.

Figure 2: Ranking importance of factors, when purchasing a pizza

We wanted to calculate respondents overall satisfaction, food quality, value and

customer service associated with each pizza brand. The survey used four questions

to ask respondents their opinion of each brand and their responses were coded as

sixteen separate questions. Figure 3 below, calculates the mean responses of each

factor by brand. The results of these questions conclude, respondents consider

Mountain Mike’s has the greatest “food quality”, while Domino’s has the lowest

“food quality” of the four brands. Mountain Mike’s also was rated the highest in

“overall satisfaction”, “value” and “customer service”.

Figure 3: Ratings of respondents opinion of each brand

After examining respondents favorite pizza brand and respondents dining

preference, we noticed the majority of respondents who selected “eat at the

restaurant” also selected “Mountain Mike’s” as their favorite pizza brand

shown in figure 4 below. People who desire to eat pizza are likely to choose

Mountain Mike’s to the other pizza brands because of the inviting

atmosphere, which Mountain Mike’s provides for its customers. People who

wish to have their pizza delivered were more likely to prefer Domino’s. One

reason for domino’s lovers preferring delivery could be the unique way

Domino’s allows customers to track your pizza online at Dominos.com. As a

result, Mountain Mike’s may need to improve its platform for delivery service

to college students. College students may be more susceptible to

technological innovation.

Figure 4: Crosstabs showing respondents dining preference

Dine - in Carry out Delivery Total

Mountain

Mike’s

6 6 7 19

Round

Table

2 1 6 9

Pizza Hut 0 0 3 3

Domino’s 2 6 11 19

10 13 27 50

Next we wanted to see if there is a relationship between on-campus residents and

increased likelihood to purchase, if Mountain Mike’s accepted Otter Bucks. The

anova test shown in figure 5 below, concluded that there is a relationship between

the two variables, all the on-campus residents responded with an increased

likelihood of purchase, and we receive a significant value of .000. Also, we conclude

there is a relationship between respondents who would have an increased

likelihood of purchase with otter bucks and on-campus residents, and we received a

significant value of .036.

Figure 5: Anova test, compares On campus residents/ increased likelihood to purchase

Sum of

Squares

df Mean

Square

F Sig.

Increased

likeliness of

purchase w/

Otter bucks

3.735 1 3.735 23.832 .000

7.367 47 .157

Total 11.102 48

On-Campus

residents

.999 1 .999 4.645 .036

10.104 47 .215

Total 11.102 48

Figure 6 shown below, compares the relationship between household size and the increased likelihood of purchase, if Mountain Mike’s accepted otter bucks by using an independent T-test. The test provided significant p-values associated with the relationship between the two variables. Respondents had an increased likelihood to purchase, if Mountain Mike’s allowed otter bucks. The results concluded with a significant value of .000.

Figure 6: Independent T-Test

Levene's

Test for

Equality of

Variances

t-test for

Equality of

Means

F Sig. t df

Increased

likeliness of

purchase w/

Otter bucks

1006.903 .000 -4.882 47

-6.158 29.000

Household size 4.157 .047 -1.103 46

-1.142 42.869

Lastly, we used a regression analysis to analyze if there is a relationship between

respondents’ willing purchase price and the household size they are living in. The

regression analysis proves there is a relationship between these two variables, with

a significant value of .031. As a result, it also provides a negative standardized Beta,

which results in relation, such as, the willing purchase price of respondents with

smaller household sizes are willing to pay more for a large, 1-topping pizza, while

respondents with larger household sizes are willing to pay less. This could be a

result of several situations, including: Larger households are looking for a better

bargain to feed their families or respondents (college students) are living with

roommates and doesn’t want to share leftovers with their roommates. Either or

both cases could have resulting in this relationship in the regression analysis shown

in figure 7 below.

Figure 7: Regression Analysis, willing purchase price/ Household size

Model Unstand

ardized

Coefficie

nts

Standardiz

ed

Coefficient

s

t Sig.

B Std.

Error

Beta

(Constant) 2.213 .262 8.460 .000

Househol

d size

-.426 .191 -.315 -

2.230

.031

VI. Conclusions and Recommendations

After reviewing our results, it is clear that Mountain Mike’s has several

problems. The first one is that some students are not aware of the closest

location is. Second, students tend to prefer ordering pizza from Domino’s.

Therefore, we recommend that Mountain Mikes take one of these two

actions:

The first option would be for Mountain Mike’s to improve their marketing

campaign. At least when it comes to marketing CSUMB students. Perhaps

increasing the amount of television ads on local channels would increase

awareness and help solve the problem of students not knowing where the

nearest Mountain Mike’s location is.

The second option is for Mountain Mikes to begin accepting Otter Bucks.

Now, we understand this would involve lots of collaboration with CSUMB and

associated students, but this would benefit both CSUMB and Mountain

Mike’s. Our study showed that if Mountain Mike’s were to accept otter bucks,

many more students would use otter bucks.

VII. Further Research

Based on the results that we have gotten from our study, we recommend that

Mountain Mike’s go forward with working with CSUMB and accepting otter

bucks. If this is going to cause too many problems or be difficult to do,

another option could be to team with Sodexo and offer Mountain Mike’s in

the dining commons and Otter Express. This way, students would be aware

of what Mountain Mike’s has to offer for the students.

A better survey with more detailed questions and a larger sample size would

help us further our research. The unnecessary questions would be removed

and some questions rearranged in order to provide Mountain Mikes with

better information.

VIII.Appendices

Questionnaire

Hello, my name is ________, and I am a Business student from CSUMB. I am conducting a survey, about students opinions about local pizza parlors, for my market research class. This survey should take no more than 10 minutes of your time. All your answers provided will remain confidential and will only be used to determine your opinion of local pizza parlors.

Will you be willing to answer our survey questions?

1. Are you a student (If no please STOP)[ ] Yes[ ] No

2. Do you purchase fast food at least once a month?[ ] Yes [ ] No

3. Do you use CSUMB otter bucks?[ ] Yes[ ] No

4. Have you ever seen a Mountain Mike’s ad or commercial?[ ] Yes[ ] No

5. If Mountain Mike’s Pizza accepted Otter bucks, would this increase the likelihood of you eating at Mountain Mike’s?[ ] Yes[ ] No

These questions will determine your personal preferences for pizza.

6. How many times do you typically order pizza each month (from a pizza parlor)?[ ] Never[ ] Once[ ] Twice[ ] 3-4 times[ ] More than 5 times

7. When you have pizza, do you prefer eating at the restaurant, carry out or delivery when ordering pizza?[ ] Eat at the restaurant[ ] Carry-out[ ] Delivery

8. How far are you willing to travel for your favorite pizza?

[ ] Up to a mile[ ] 1 - 2 miles[ ] 2 - 5 miles[ ] More than 5 miles

9. Rank the importance of each factor when you purchase pizza?___ Price___ Quality___ Value___ Customer Service

10. Do you know where the closest Mountain Mike’s Pizza place is?[ ] Yes[ ] No

11. Do you know where the closest Pizza Hut or Domino’s Pizza are located?[ ] Yes[ ] No

These questions will determine your satisfaction of local pizza parlors

13. Which of the following pizza brands are you familiar with?[ ] Mountain Mike’s[ ] Round Table[ ] Pizza Hut[ ] Domino’s Pizza

14. Which of the following pizza have you ever tried?[ ] Mountain Mike’s[ ] Round Table[ ] Pizza Hut[ ] Domino’s Pizza

15. What is your local favorite pizza company?[ ] Mountain Mike’s[ ] Round Table[ ] Pizza Hut[ ] Domino’s Pizza

16. What would make you switch your favorite brand?[ ] Higher Quality[ ] Lower Price[ ] Healthier ingredients[ ] Closer location

17. How important are fresh ingredients to you in making a purchase?Not important at all 1 2 3 4 5 6 7 Very important

18. If you have tried the following pizza, how would you rate your overall satisfaction with it? Mountain Mike’s: Very bad 1 2 3 4 5 6 7 very good Round Table: Very bad 1 2 3 4 5 6 7 very good Pizza Hut: Very bad 1 2 3 4 5 6 7 very good Domino’s Pizza: Very bad 1 2 3 4 5 6 7 very good 19. If you have tried the following pizza, how would you rate it’s food quality? Mountain Mike’s: Very bad 1 2 3 4 5 6 7 very good Round Table: Very bad 1 2 3 4 5 6 7 very good Pizza Hut: Very bad 1 2 3 4 5 6 7 very good Domino’s Pizza: Very bad 1 2 3 4 5 6 7 very good

20. If you have tried the following pizza, how would you rate it’s value? Mountain Mike’s: Very bad 1 2 3 4 5 6 7 very good Round Table: Very bad 1 2 3 4 5 6 7 very good Pizza Hut: Very bad 1 2 3 4 5 6 7 very good Domino’s Pizza: Very bad 1 2 3 4 5 6 7 very good

21. If you have eaten at the following sub brands, how would you rate it’s service? Mountain Mike’s: Very bad 1 2 3 4 5 6 7 very good Round Table: Very bad 1 2 3 4 5 6 7 very good Pizza Hut: Very bad 1 2 3 4 5 6 7 very good Domino’s Pizza: Very bad 1 2 3 4 5 6 7 very good

22. How much money are you willing to pay for a 12-inch Large 1-topping pizza?[ ] Up to $9.99[ ] $10-$11.99[ ] $12-$13.99[ ] $14-$15.99[ ] Over $16

The following questions will be demographic questions: No obligations to answer

23. What is your age?_______ years

24. What is your gender?[ ] Male[ ] Female

25. What is your ethnicity?[ ] Hispanic[ ] African-American[ ] Caucasian[ ] Asian[ ] Other

26. What is your marital status?[ ] Married[ ] Single[ ] Committed[ ] Other

27. Do you live on campus?[ ] Yes[ ] No

28. If you answered No to the previous question, Where do you live?[ ] Marina[ ] Seaside[ ] Salinas[ ] Monterey[ ] Other

29. How many people are on your household?[ ] 0-1[ ] 2-3[ ] 4 or more

30. Do you have any children?[ ] Yes[ ] No

31. What is your annual income?[ ] $0 - $19,999[ ] $20,000 - $39,999[ ] $40,000 - $59,999[ ] $60,000 - $79,999[ ] $80,000 - $99,999[ ] $100,000 +

32. What industry do you work in?[ ] Retail[ ] Hospitality[ ] Marketing[ ] Healthcare[ ] Banking[ ] Other _________[ ] Unemployed

33. Do you own a car[ ] Yes[ ] No

34. If answered no to last question, what mean of transportation do you use?[ ] Bicycle[ ] Bus[ ] Walk[ ] Other

Thank you for completing our survey, here is a piece of candy!

Revised questionnaire



1. Are you a student (If no please STOP)[ ] Yes

[ ] No

2. Do you purchase fast food at least once a month?[ ] Yes [ ] No

3. Do you use CSUMB otter bucks?[ ] Yes[ ] No

4. Have you ever seen a Mountain Mike’s ad or commercial?[ ] Yes[ ] No

5. If Mountain Mike’s Pizza accepted Otter bucks, would this increase the likelihood of you eating at Mountain Mike’s?[ ] Yes[ ] No


6. How many times do you typically order pizza each month (from a pizza parlor)?[ ] Never[ ] Once[ ] Twice[ ] 3-4 times[ ] More than 5 times

7. When you have pizza, do you prefer eating at the restaurant, carry out or delivery when ordering pizza?[ ] Eat at the restaurant[ ] Carry-out[ ] Delivery

8. How far are you willing to travel for your favorite pizza?[ ] Up to a mile[ ] 1 - 2 miles[ ] 2 - 5 miles[ ] More than 5 miles

9. Rank (Between 1-4), the importance of each factor when you purchase pizza?___ Customer Service___ Value___ Quality

___ Price

10. Do you know where the closest Mountain Mike’s Pizza place is?[ ] Yes[ ] No

11. Do you know where the closest Pizza Hut or Domino’s Pizza are located?[ ] Yes[ ] No


12. How important are fresh ingredients to you in making a purchase?Not important at all 1 2 3 4 5 6 7 Very important

13. What would make you switch your favorite brand?[ ] Higher Quality[ ] Lower Price[ ] Healthier ingredients[ ] Closer location[ ] Nothing/ I’m brand loyal

14. What is your local favorite pizza company?[ ] Mountain Mike’s[ ] Round Table[ ] Pizza Hut[ ] Domino’s Pizza

15. Which of the following pizza brands are you familiar with?[ ] Mountain Mike’s[ ] Round Table[ ] Pizza Hut[ ] Domino’s Pizza

16. Which of the following pizza have you ever tried?[ ] Mountain Mike’s[ ] Round Table[ ] Pizza Hut[ ] Domino’s Pizza

17. If you have tried the following pizza, how would you rate your overall satisfaction with it? Mountain Mike’s: Very bad 1 2 3 4 5 6 7 very good Round Table: Very bad 1 2 3 4 5 6 7 very good Pizza Hut: Very bad 1 2 3 4 5 6 7 very good Domino’s Pizza: Very bad 1 2 3 4 5 6 7 very good 18. If you have tried the following pizza, how would you rate it’s food quality? Mountain Mike’s: Very bad 1 2 3 4 5 6 7 very good Round Table: Very bad 1 2 3 4 5 6 7 very good Pizza Hut: Very bad 1 2 3 4 5 6 7 very good Domino’s Pizza: Very bad 1 2 3 4 5 6 7 very good

19. If you have tried the following pizza, how would you rate it’s value? Mountain Mike’s: Very bad 1 2 3 4 5 6 7 very good Round Table: Very bad 1 2 3 4 5 6 7 very good Pizza Hut: Very bad 1 2 3 4 5 6 7 very good Domino’s Pizza: Very bad 1 2 3 4 5 6 7 very good

20. If you have eaten at the following sub brands, how would you rate it’s service? Mountain Mike’s: Very bad 1 2 3 4 5 6 7 very good Round Table: Very bad 1 2 3 4 5 6 7 very good Pizza Hut: Very bad 1 2 3 4 5 6 7 very good Domino’s Pizza: Very bad 1 2 3 4 5 6 7 very good 21. How much money are you willing to pay for a 12-inch Large 1-topping pizza?[ ] Up to $9.99

[ ] $10-$11.99[ ] $12-$13.99[ ] $14-$15.99[ ] Over $16


22. What is your age?_______ years

23. What is your gender?[ ] Male[ ] Female

24. What is your ethnicity?[ ] Hispanic[ ] African-American[ ] Caucasian[ ] Asian[ ] Other

25. What is your marital status?[ ] Married[ ] Single[ ] Committed[ ] Other

26. Do you live on campus?[ ] Yes[ ] No

27. If you answered No to the previous question, Where do you live?[ ] Marina[ ] Seaside[ ] Salinas[ ] Monterey[ ] Other

28. How many people are on your household?[ ] 0-1[ ] 2-3[ ] 4 or more

29. Do you have any children?[ ] Yes

[ ] No

30. What is your annual income?[ ] $0 - $19,999[ ] $20,000 - $39,999[ ] $40,000 - $59,999[ ] $60,000 - $79,999[ ] $80,000 - $99,999[ ] $100,000 +

31. What industry do you work in?[ ] Retail[ ] Hospitality[ ] Marketing[ ] Healthcare[ ] Banking[ ] Other _________[ ] Unemployed

32. Do you own a car[ ] Yes[ ] No

33. If answered no to last question, what mean of transportation do you use?[ ] Bicycle[ ] Bus[ ] Walk[ ] Other[ ] N/A


Coding



1. Are you a student (If no please STOP)

[ ] Yes =0[ ] No =1

2. Do you purchase fast food at least once a month?[ ] Yes =0[ ] No =1

3. Do you use CSUMB otter bucks?[ ] Yes =0[ ] No =1

4. Have you ever seen a Mountain Mike’s ad or commercial?[ ] Yes =0[ ] No =1

5. If Mountain Mike’s Pizza accepted Otter bucks, would this increase the likelihood of you eating at Mountain Mike’s?[ ] Yes =0[ ] No =1


6. How many times do you typically order pizza each month (from a pizza parlor)?[ ] Never =0[ ] Once =1[ ] Twice =2[ ] 3-4 times =3[ ] More than 5 times =4

7. When you have pizza, do you prefer eating at the restaurant, carry out or delivery when ordering pizza?[ ] Eat at the restaurant =0[ ] Carry-out =1[ ] Delivery =2

8. How far are you willing to travel for your favorite pizza?[ ] Up to a mile =0[ ] 1 - 2 miles =1[ ] 2 - 5 miles =2[ ] More than 5 miles =3

9. Rank the importance of each factor when you purchase pizza?___ Price =1-4___ Quality =1-4

___ Value =1-4___ Customer Service=1-4

10. Do you know where the closest Mountain Mike’s Pizza place is?[ ] Yes =0[ ] No =1

11. Do you know where the closest Pizza Hut or Domino’s Pizza are located?[ ] Yes =0[ ] No =1


13. Which of the following pizza brands are you familiar with?[ ] Mountain Mike’sYes = 0No = 1[ ] Round TableYes = 0No = 1[ ] Pizza HutYes = 0No = 1[ ] Domino’s PizzaYes = 0No = 1

14. Which of the following pizza have you ever tried?[ ] Mountain Mike’sYes = 0No = 1[ ] Round TableYes = 0No = 1[ ] Pizza HutYes = 0No = 1[ ] Domino’s PizzaYes = 0No = 1

15. What is your local favorite pizza company?[ ] Mountain Mike’sYes = 0No = 1[ ] Round Table

Yes = 0No = 1[ ] Pizza HutYes = 0No = 1[ ] Domino’s PizzaYes = 0No = 1

16. What would make you switch your favorite brand?[ ] Higher QualityYes = 0No = 1[ ] Lower PriceYes = 0No = 1[ ] Healthier ingredientsYes = 0No = 1[ ] Closer locationYes = 0No = 1

17. How important are fresh ingredients to you in making a purchase?Not important at all 1 2 3 4 5 6 7 Very important1 = 12 = 23 = 34 = 45 = 56 = 67 = 7

18. If you have tried the following pizza, how would you rate your overall satisfaction with it? Mountain Mike’s: Very bad 1 2 3 4 5 6 7 very good1 = 12 = 23 = 34 = 45 = 56 = 67 = 7 Round Table: Very bad 1 2 3 4 5 6 7 very good

1 = 12 = 23 = 34 = 45 = 56 = 67 = 7 Pizza Hut: Very bad 1 2 3 4 5 6 7 very good1 = 12 = 23 = 34 = 45 = 56 = 67 = 7 Domino’s Pizza: Very bad 1 2 3 4 5 6 7 very good1 = 12 = 23 = 34 = 45 = 56 = 67 = 7

19. If you have tried the following pizza, how would you rate it’s food quality? Mountain Mike’s: Very bad 1 2 3 4 5 6 7 very good1 = 12 = 23 = 34 = 45 = 56 = 67 = 7 Round Table: Very bad 1 2 3 4 5 6 7 very good1 = 12 = 23 = 34 = 45 = 56 = 67 = 7

Pizza Hut: Very bad 1 2 3 4 5 6 7 very good1 = 12 = 23 = 34 = 45 = 56 = 67 = 7 Domino’s Pizza: Very bad 1 2 3 4 5 6 7 very good1 = 12 = 23 = 34 = 45 = 56 = 67 = 7

20. If you have tried the following pizza, how would you rate it’s value? Mountain Mike’s: Very bad 1 2 3 4 5 6 7 very good1 = 12 = 23 = 34 = 45 = 56 = 67 = 7 Round Table: Very bad 1 2 3 4 5 6 7 very good1 = 12 = 23 = 34 = 45 = 56 = 67 = 7 Pizza Hut: Very bad 1 2 3 4 5 6 7 very good1 = 12 = 23 = 34 = 45 = 56 = 6

7 = 7 Domino’s Pizza: Very bad 1 2 3 4 5 6 7 very good1 = 12 = 23 = 34 = 45 = 56 = 67 = 7

21. If you have eaten at the following sub brands, how would you rate it’s service? Mountain Mike’s: Very bad 1 2 3 4 5 6 7 very good1 = 12 = 23 = 34 = 45 = 56 = 67 = 7 Round Table: Very bad 1 2 3 4 5 6 7 very good1 = 12 = 23 = 34 = 45 = 56 = 67 = 7 Pizza Hut: Very bad 1 2 3 4 5 6 7 very good1 = 12 = 23 = 34 = 45 = 56 = 67 = 7 Domino’s Pizza: Very bad 1 2 3 4 5 6 7 very good1 = 12 = 23 = 34 = 4

5 = 56 = 67 = 7

22. How much money are you willing to pay for a 12-inch Large 1-topping pizza?[ ] Up to $9.99 =0[ ] $10-$11.99 =1[ ] $12-$13.99 =2[ ] $14-$15.99 =3[ ] Over $16 =4


23. What is your age?_______ years= # Value entered

24. What is your gender?[ ] Male =0[ ] Female =1

25. What is your ethnicity?[ ] Hispanic =0[ ] African-American =1[ ] Caucasian =2[ ] Asian =3[ ] Other =4

26. What is your marital status?[ ] Married =0[ ] Single =1[ ] Committed =2[ ] Other =3

27. Do you live on campus?[ ] Yes =0[ ] No =1

28. If you answered No to the previous question, Where do you live?[ ] Marina =0[ ] Seaside =1[ ] Salinas =2[ ] Monterey =3[ ] Other =4

29. How many people are on your household?[ ] 0-1 =0[ ] 2-3 =1[ ] 4 or more =2

30. Do you have any children?[ ] Yes =0[ ] No =1

31. What is your annual income?[ ] $0 - $19,999 =0[ ] $20,000 - $39,999 =1[ ] $40,000 - $59,999 =2[ ] $60,000 - $79,999 =3[ ] $80,000 - $99,999 =4[ ] $100,000 + =5

32. What industry do you work in?[ ] Retail =0[ ] Hospitality =1[ ] Marketing =2[ ] Healthcare =3[ ] Banking =4[ ] Other _________ =5[ ] Unemployed =6

33. Do you own a car[ ] Yes =0[ ] No =1

34. If answered no to last question, what mean of transportation do you use?[ ] Bicycle =0[ ] Bus =1[ ] Walk =2[ ] Other =3


market research project final...

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