Donut Boom In Indonesia And The Proposed Marketing Strategy

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.

2.1 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)

Rank Variable Mean*

1 Product 1.71

2 Price 2.49

3 Service 2.6

4 Situation 3.2

* 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.

1. The overall ranking of customers' preference in the service of a donut cafй.

Rank Sub Variables Mean*

1 Sweetness 1.72

2 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.

2. Customer specific service preference from a donut cafй.

The product that the research uses as a benchmark is the glazy donut of J-Co.

Rank Sub variable Label Mean (Pure) Mean (Rounding)

1 Sweetness How sweet is the donut? 3.14 3 *

2 Texture How soft is the donut's texture? 2.39 2 **

* 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)

1 /unit Does the difference in price per units among brands influences your buying decision? 1.64 1 *

2 /dozen Does the difference in price per dozen among brands influences your buying decision? 1.49 1 **

3 Promotion Do you pay attention to (seasonal) discount packages offered by the donut cafй? 1.37 1 ***

* 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,