Donut Boom In Indonesia And The Proposed Marketing Strategy
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CHAPTER 2 – RESEARCH RESULT
The research result was analyzed using SPSS and qualitative methods. These are the results on customer preference, customer profile, and feedback.
Customer Preference Statistical Analysis
The customer preference being investigated in this research is the preference in the variables of a donut cafй which drives customers to go to donut cafйs.
The main variables being analyzed are: product, price, situation in the cafй, and service. These main variables are divided into some sub variables. (Refer to figure 2.1)
Figure 2.1 The Research Variables and Sub variables
From the data of the research, it is concluded that the most important variable that trigger the customers to go to donut cafйs is firstly product, followed by price, service, and finally situation. (Refer to table 2.1)
Variable
Mean*
Product
1.71
Price
2.49
Service
Situation
1=the most important; 4=the least important
Table 2.1 The Overall Customer Preference
2.1.1
Rank I: Product
The variable that holds the most important position is product. However, this variable is divided into two sub variable: sweetness and taste. This section will see in a more specific point of view about this variable along with its sub variables.
The overall ranking of customers preference in the service of a donut cafй.
Sub Variables
Mean*
Sweetness
1.72
Texture
1.77
1=the most important; 2=the least important
Table 2.2 The Ranking of the Sub Variables of Product
Refer to table 2.2, it is concluded that the sweetness of the donut is more important than the texture of the donut.
Customer specific service preference from a donut cafй.
The product that the research uses as a benchmark is the glazy donut of J-Co.
Sub variable
Label
Mean (Pure)
Mean (Rounding)
Sweetness
How sweet is the donut?
Texture
How soft is the donuts texture?
1=not sweet at all; 2=somewhat sweet; 3=just nice; 4=too sweet
l=too soft; 2=somewhat soft; 3=just nice; 4=too hard
Table 2.3 Customer Perception towards J-Co Glazy Donuts
From the data, it is concluded that:
The maximum queuing time that the customers prefer is only up to 10 minutes.
This variable sits in the first rank of importance and should be taken care seriously. Therefore, to be able to increase customer satisfaction, the donut cafй has to obtain speed of service that will meet this 10-minute-queuing preference.
The opening hour the customers prefer is at 8 AM.
From this result, it is shown that customers prefer donut cafйs to open sooner. It is likely that customers perceive donut as one of the menu for their breakfast meal. Although this variable is the fifth rank, donut cafйs have a possibility to have more sales if they open earlier to meet customer preference.
The closing hour the customers prefer is at 12 AM.
From this result, it is shown that customers prefer donut cafйs to act as eating/hangout places until midnight. Although this variable is the fifth rank, donut cafйs have a possibility to have more sales if they extend their business hour to meet this customer preference.
2.1.2
Rank II: Price
The variable that holds the most important position is product. However, this variable is divided into two sub variable: sweetness and taste. This section will see in a more specific point of view about this variable along with its sub variables.
Sub variable
Label
Mean (Pure)
Mean*
(Rounding)
/unit
Does the difference in price per units among brands influences your buying decision?
/dozen
Does the difference in price per dozen among brands influences your buying decision?
Promotion
Do you pay attention to (seasonal) discount packages offered by the donut cafй?
1=yes; 2=no
From the data, it is concluded that:
The maximum queuing time that the customers prefer is only up to 10 minutes.
This variable sits in the first rank of importance and should be taken care seriously. Therefore, to be able to increase customer satisfaction, the donut cafй has to obtain speed of service that will meet this 10-minute-queuing preference.
The opening hour the customers prefer is at 8 AM.
From this result, it is shown that customers prefer donut cafйs to open sooner. It is likely that customers perceive donut as one of the menu for their breakfast meal. Although this variable is the fifth rank, donut cafйs have a possibility to have more sales if they open earlier to meet customer preference.
The closing hour the customers prefer is at 12 AM.
From this result, it is shown that customers prefer donut cafйs to act as eating/hangout places until midnight. Although this variable is the fifth rank, donut cafйs have a possibility to have more sales if they extend their business hour to meet this customer preference.
2.1.3
Rank III: Service
The variable Service is divided into seven sub variables: business hour, speed, accuracy, knowledge, friendliness,