Questionnaire results

I asked 30 members of my target segment to help me with my primary research by

filling in a quick questionnaire; while they were on their lunch brake in Northampton
town. I only included results from my target segment in my graphs, because a few
people questioned, where not in any of my chosen segments. If people answered “No”
to the first question they would automatically, not be involved in the questionnaire;
results from other segments are of no relevance the research at this point in time.
In this questionnaire I wanted figures and facts so deviated from using open ended
questions, which would have been harder to gain decisive results from.

To make my results fairer I could of trialled the questionnaire in the other two,
potential locations. This however, would be unsuitable because most of the passing
trade at these locations would be in cars and very hard to question. In the interest of
keeping my results non-biased I walked around the Northampton town area, as
apposed to staying in the Grosvenor centre; which would almost fix results for
question four.

1.
Are you an office worker, or of
managerial status?

Yes
No

This was the only criteria to partake in this test.

2.
What time do you purchase food on the go?

10
8
6
4
2 # of people
0
8AM- 11AM- 2PM- 5PM- 8PM- 11PM-
11AM 2PM 5PM 8PM 11PM 1AM

These results show most of my target segment purchase between the hours of 8AM-
8PM this is probably because of working the 9-5 day shift in their businesses.
3.
How long do you get for your
lunch break?

An hour or
m ore
30 m inutes or
less

This supports my location choice as all thirty people had an hour or more lunch break,
this means a considerable amount of people working in Northampton have enough
time to go to my restaurant and queue if necessary. To avoid queues and to make
things easier for those on shorter lunch brakes I could consider opening a fast service
window.

4.
Which do you work closest to?

Grosvenor
Centre
Sixfields

Bugbrooke

Supporting my location choices these results confirmed that a large percentage of my

target segment work close to the Grosvenor centre where my restaurant will be
located.

5.
Are you interested in healthy
options?

Yes
No

I will make sure to offer healthy options for people dining in my restaurant as this
seems to be quite a clear want of my target segment.
6.
Do meal deals appeal to you?

Yes
No

Maybe this should be considered later on. The demand for meal deals in not so high
among my target segments, although there is interest. It would also speed up
purchasing and help move stock faster, which is quite important when dealing with
food which can expire.

7.
Would you be interested in money
off vouchers?

No
Yes

A large proportion of people were not interested in money off vouchers for further
purchases. This promotion would not be suited to my target segments and might prove
quite cost ineffective, I will not be trying this scheme.
8.
Do you usually eat before or after
you visit a cinema?

After
Before

Over half of my target audience stated that they usually go for a meal after visiting a
cinema. Placing my advert in the cinema while my target segment is hungry would
associate hunger and my restaurant. So subconsciously next time they are hungry,
they might be subconsciously prompted and reminded of my café again. This could
potentially lead to repeat sales and people routinely purchasing our food when they
are hungry.

9.
How often do you visit a cinema?

20
15
10
5 # of people

0
2 w eeks 3 w eeks 4 w eeks Not so
often

Interestingly this supports my secondary research and links in really well with it; both
results show an interest in visiting the cinema. It validates for me, the accuracy of my
secondary research and primary. This would be a strong position to place an advert
defiantly.
10.
What would you be prepared to pay for a light meal?

15

10

5 # pf people

0
50p-£1 £1-£2 £2-£3 £4 and over

This graph shows that people would be prepared to pay premium pricing. I need to
make a meal (drink + food) fall into around the £3.50 mark. But I will need to include
mark-up, to create a profit margin without pricing myself out of the market.

11.
Do you have a broad taste in
coffee?

Yes
No

98% of people asked agreed that they have specific coffee taste; I will include a broad
range of coffees on my menu to appeal to my target segment.

12.
Which would you prefer?

Pepsi, Coke,
Fanta, Sprite
Ow n Brand

When it comes to fizzy drinks our target segment know what they want; known brand
products. It was unanimous amongst people asked, many considered using own brand
to be a way of us saving money and cutting corners on quality; purely on initial
preconception. They have established trust in other brands and associate those with
quality, bringing them into my business will bring that trust and presumed quality
attached with them.