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Marketing Research Report Da Fruiteas Presented by: Emily Briggs Presented to: Steven Nguyen Advisor: Les Harman Date: 12/1/14 Biola University, Crowell School of Business
Transcript

Marketing Research Report

Da Fruiteas

Presented by: Emily Briggs Presented to: Steven Nguyen

Advisor: Les Harman Date: 12/1/14

Biola University, Crowell School of Business

Executive Summary

Purpose: The purpose of the research was to provide Da Fruiteas with valuable information concerning their customer’s preferences, attitudes, and desires. Da Fruiteas is owned by Steven Nguyen and was started one year and three months ago. The primary problems include: Client is unaware of who the target market should be and therefore who to direct the the product offering, atmosphere, and hours of operation towards. He is also unsure how promotion is to be used to benefit Da Fruiteas. The primary research objectives were to discover who the most significant customer groups are and what is most important to them, how the hours of operation, the atmosphere, and product display/offering affect negatively on Da Fruiteas’ sales, and how to best increase awareness based on customer demand. For Exploratory Research, there was a three phase process: the first phase was secondary research which included websites and articles about the industry. The second phase included 22 customer interviews and a focus group of four customers on October 19th. The third phase was based off of the previous research and included survey distribution at Da Fruiteas, collection, and data entry at Biola University. 81 surveys resulted over a 19 day period between November 1st and November 19th, 2014. As a disclaimer, the respondents to the survey were not part of a random sample but were current customers onsite that were moderately incentivized. Significant Findings:

Finding #1: Da Fruiteas has an overall satisfaction mean of 9.4 out of 10. (Figure 19) Finding #2: 39 out of 67 respondents AGREE that Da Fruiteas should be open earlier

rather than later. (Figure 10) Finding #3: 31 out of 51 respondents ranked health as the number 1 or 2 reason why

they come to Da Fruiteas. (Figured 21) Finding #4: 39 out of 66 respondents AGREE they would come to Da Fruiteas more

often if juicing was offered. (Figure 17) Finding #5: 50 out of 68 respondents AGREE they would come to Da Fruiteas just to

try a new product of the month. (Figure 16) Finding #6: 29 out of 40 respondents between the ages of 11-­25 AGREE that Da

Fruiteas is a place to hang out, never to do work or study (Figure 75). Finding #7: 64 out of 68 respondents AGREE that if there were more pictures of

products they would try new things more often (Figure 33). Conclusions:

Research may suggest that customers will come to Da fruiteas more frequently if it was open earlier than later. (Figure 10).

Research may suggest that the ages between 11-­25 are more concerned with the atmosphere of Da Fruiteas than those who are 26 and over. (Figure 42-­43)

Research may suggest that Da Fruiteas can increase awareness by posting pictures of new and and appealing food products on social media. (Figure 51-­55)

emily briggs
Thank you for allowing me to work with you Steven! It has been a privilege.

Table of Contents

I. Background ............................................................................................................... 1

II. Discussion of Primary Problems .............................................................................. 2

III. Research Objectives ................................................................................................. 3

IV. Methodology ............................................................................................................. 4

A. Secondary Research (Articles and Websites) ............................................... 4

B. In-Depth Interviews ...................................................................................... 8

C. Focus Group ................................................................................................. 13

D. Survey Respondents .....................................................................................14

E. Data Collection Method ............................................................................... 15

F. Sampling Process ........................................................................................ 16

G. Data Analysis ................................................................................................ 17

H. Limitations .................................................................................................. 18

V. Explanation of Survey Terms ................................................................................. 19

A. Customer Feedback Survey ......................................................................... 20

B. Data Entry Survey ....................................................................................... 22

C. Summary Text ............................................................................................. 24

VI. Major Findings and Conclusions ............................................................................41

VII. Summary of Recommendations ............................................................................. 85

I. Background

Purpose: The goal of this marketing research report is to understand the customers of Da Fruiteas. This includes but is not limited to: areas of customer satisfaction, common complaints, and preferences. Using information and research gathered primarily from customer surveys, this report exhibits suggested marketing strategies as a result of the findings from the customer surveys. Store Location: 1900 W. Whittier Blvd. La Habra, CA 90631 (562)-­694-­3444

Store Background and Relevant Information: Steven Nguyen is the owner of Da Fruiteas in La Habra, CA. He is 27 years old and opened Da Fruiteas 1 year and 3 months ago. Before opening his shop he was educated by a friend who managed another juice shop on making the products and on what distributors to purchase from. After a full year of saving and experimenting on products Steven opened Da Fruiteas. The only marketing research done was preliminary research of demographics and nearby competitors. He also did some research on pricing and if the products he was going to offer were just a trend or projected to remain a demand. The word “Da” itself is a Hawaiian slang term for shaved snow. Then “Fruiteas” came about because everything they offer is made from fruit. Initially Steven did not offer acai, but his sister convinced him to offer it due to demand. He then decided to dedicate his shop to providing sweets for the health conscious consumer.

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II. Discussion of Primary Problems:

Purpose: Problems are the reason for conducting marketing research. It is important to understand problems that a company already knows before conducting research in order to have a foundation for interviewing customers and administering the survey. Only by researching and gathering relevant problems will the project be able to communicate meaningful and important findings to improve customer satisfaction. This section describes the problems established before research was conducted.

Primary Problems Unsure who should be the target market Steven explained that his three main customers are kids with their parents or who go to school in the area, those who are interested in ethnic teas, and those who are health conscious. With his wide product offering, Da Fruiteas attracts multiple types of people. Steven wanted to figure out what direction to go with in setting up the store, music selection, product description, and promotion. Unsure of how satisfied customers are with the product offering Stemming from the issue that Steven is unsure what type of customer should be pursued due to his wide product offering, it was important for Steven to know what products customers are highly satisfied with, the correct portion and price, and what products should be offered that are not already. Unsure how to best reach those in the surrounding areas Steven explained that since he is not from the La Habra area, he does not understand how to increase awareness in the surrounding area or the most convenient hours of operation for his customers. Unsure how to use promotions to benefit Da Fruiteas Going on Da Fruiteas’ second year of business, increasing awareness of Da Fruiteas is crucial to its growth. It is unknown what form of communication and promotion to current and potential customers would be most effective.

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III. Research Objectives

Purpose Research objectives are the specific questions used to create the survey and in turn will be answered by the report. They have changed over the course of the project as interviews and secondary research have manipulated the direction of the questions and their specificity. The research objectives listed below include both the original from September and the final research objectives used to create the survey. Initial Research Objectives:

Find out who the Da Fruiteas customer is. If there is something the menu doesn’t offer that the customers want? What would be an effective way to create awareness for Da Fruiteas?

Final Research Objectives:

A. What are the main reasons that people continue to come to Da Fruiteas? B. How can the environment of Da Fruiteas better fit that target market? C. What are the main points of satisfaction and dissatisfaction with Da Fruiteas

customers? D. How can Da Fruiteas better cater to and educate the health conscious customer? E. What would be the best hours of operation for the most foot traffic? F. What is the best way to increase awareness of Da Fruiteas to the surrounding

areas? G. How does the product presentation on the menu, lack of product images and

description of products keep customers from being loyal?

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IV. Methodology

Purpose: This section contains initial research in the research process. It includes the articles, interviews, survey data and various aspects of the research conducted before and as a result of the survey. Each stage of the report refines the research conducted towards a more narrow scope in order to produce suggested marketing strategies that are suggested directly as a result of the findings.

A.Secondary Research (Articles and Websites)

The first step of research is “secondary research,” which is the result of gathering articles, databases, and written information about the juice shop, acai bowl, and boba tea industry and other areas of interest that could be valuable knowledge for the researcher to have. This research includes consumer trends as a whole, trends in the food/beverage industry, and those specific to Da Fruiteas’ industry. The research also includes various competitors of Da Fruiteas who are differentiating themselves in the industry and demographic information of Da Fruiteas’ surrounding area.

Articles Eight articles were reviewed, the following five are the most important.

Article #1: “Mintel Reveals US consumer Trends For 2014” by Jenny Zegler and Stacy Glasglow. Mintel 2014 Trends. January 1, 2014. Explains the U.S. Consumer in general to understand what consumers find to be important for 2014 Relevance: A broader understanding of what consumers are looking for to be satisfied, not specific to the food/beverage industry. Findings:

Important to highlight the multicultural aspect to your business. Americans are always on the go -­ service is timely and “to-­go” orders made efficient. 49% of US consumers who use nutritional food and drink do so because they are easy

to consume on the go. Article #2: “Mintel Ingredients and Innovation” by Stephanie Pauk and Laura Jones. Mintel Consumers, Markets, Innovation. January 1, 2014. Food and beverage trends for 2014. What the current consumer desires in their food/drink. Relevance: Helps us to see what you need to highlight in products already offered and what products you need to offer that you don’t.

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Findings: Flowers in food/drink are trending High Protein Products are in demand -­ need to highlight protein smoothies more Important to show that products provide energy. Caring about the environment is very prevalent in industry.

Article #3: “Top 14 Diet Trends For 2014” by PRNewswire. Annual Survey of Nutrition Experts Predicts the Popular Diet Trends this New Year. New York, December 26, 2013. Specifics on what food products are important to the consumer. Relevance: Gives further insight on what Da Fruiteas should be offering. Findings:

Anti Wheat World -­ need to show that products are gluten free. Add Kale, Coconut, and Chia Seeds. Don’t say low fat, but low carb. Consumers are more educated about health, therefor Da Fruiteas needs to further

educate why their products are healthy or why they are beneficial. Article #4: “Four Keys to Surviving the Future of Retail” by Alexander Gruinsteidl. Fast Co Design. 9/9/2010. The necessity to create an experience of buying for retail. Relevance: Helps me understand what retail customers currently care about. Findings:

Value is found in the experience for the customer: Store Ambiance. Customers care about convenience and perceived value: To-­go options, appearance of

products, size of products. Too many choices on the menu cause confusion. Have the opportunity to be a destination spot for customers: Wifi.

Article #5: “20 Foods That Keep You Young” by Jessica Leigh Hester. Mens Fitness. January 27, 2013. Relevant Research: Products you already offer or can offer that are beneficial to staying young. Relevant Research For Project: Since 67% of women and 37% men want to maintain a youthful appearance, these are possible ingredient offerings or educational points for customers. Summary of Valuable/Relavent Findings: The ingredients that benefit aging: Blueberries, Red Grapes, Flaxseeds, Apples, Peanut Butter, Chocolate Milk, Cherry Juice, Spinach, Guava, Kale

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Websites 6 websites were reviewed, the following five are the most important.

Website #1: Yelp: Da Fruiteas. http://www.yelp.com/biz/da-­fruiteas-­la-­habra. 9/22/14. Information on your business from a customer’s point of view. Relevance: What is important to your customer and points of dissatisfaction. Customers also reveal competitors that your customers are comparing Da Fruiteas to. Findings: According to your customers on yelp, 8 most important subjects:

Consistent, friendly, informative employees Customizable products Fresh fruit Price/quantity ratio Place to hang out Healthy options Clean environment Acai bowl Presentation

Website #2: Sambazon. http://sambazon.com. 9/23/14. Acai Bowl and smoothie competitor. Good in customization, ambiance, providing informative content, and promotion. Relevance: They stand out by having customization options, ambiance, providing informative content, and promotion. Good standard to replicate for Da Fruiteas. Findings:

Their decor was fitting to their natural/environmentally friendly business objective. Bowls are completely customizable. Irregular Ingredients (blend): Spinach, Coconut water, Maca Powder. Irregular Ingredients (Toppings): Hemp Hearts, Bee Pollen, Cacao nibs, Hemp Seeds,

Agave nektar, dried cranberries, Chia Seeds. Irregular smoothie ingredients: Acerola, green powder, mint Dessert Bowls: Could go consistently with Da Fruiteas goal to have good tasting better

for you desserts. Website #3: Snow Station. http://snow-­station.com. 9/23/14. Shaved snow competitor. Relevance: They are consistent with business objectives -­ their goal is to offer desserts for those with allergies or are vegan. Da Fruiteas needs a clearer objective. Findings:

Snow Station is the essence of how a small company was created by trying to provide a healthy vegan and dairy-­free dessert alternative. Vegan-­friendly flavors are Strawberry, Mango, Passion Fruit, Green Apple, Raspberry, Mint and Lychee.

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Snow Station provides fruit toppings including strawberries, raspberries, blueberries, blackberries and pineapples. Also included are Asian inspired fruit options such as lychee, logan and jack fruit. Other healthy toppings include granola, dried cranberries and many other healthy toppings selections.

Continually offers New Flavors, Combines shaved snow and macaroons, presentation, holiday promos.

Credibility from chef: Executive Pastry Chef Louise Chien. Website #4: Esri Consumer Data. http://www.esri.com/data/esri_data/ziptapestry/?z=92832. 9/22/14. Understanding Consumer based off of location. Relevance: Now know the demographic of surrounding cities of La Habra, Buena Park, Fullerton, and La Mirada. Helps to better understand in terms of pricing and how to effectively reach the consumer. For example, Da Fruiteas should have coupons at local softball games because the demographic of La Habra states that many of the families are involved with that. Findings:

Consumers will pay more for value Not enamored with social media Multicultural Family oriented Interested in Sports

Website #5: Boba Time. http://itsbobatime.com/. 9/24/14. Competitor tea offerings. Relevance:Comparison of the different tea offerings of Boba Time vs. Da Fruiteas. Da fruiteas has a lot less items, but more diverse mixes of teas. This should be highlighted. Summary of Valuable/Relevant Finding:

Milk tea flavors Boba Time offers that Da Fruiteas doesn’t: Tapioca, Taro, duet coffee, honey, matcha, jasmine, honey green tea, red bean, chocolate, caramel.

Iced tea flavors Boba Time offers that Da Fruiteas doesn't: pomegranate green, honey lemon green, iced green, iced black, unsweetened peach, guava, chocolate, matcha, honey.

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B. In-­Depth Interviews

Purpose: The second step of the research project after analysing secondary research was the interviewing of current customers and employees at Da Fruiteas. The in-­depth interviews were conducted face-­to face between October 1, 2014 and October 14, 2014.

Customer Interview #1: High School girl -­ target market, there are many high schools in the area.

-­ Heard about it from a friend -­ Gets the same thing every time -­ mocha smoothie with boba -­ They messed up her order but didn’t tell them -­ Would like a more comfortable way to

let them know. -­ The only way she would connect to them via social media (instagram only) would be

for a promotional discount. Customer Interview #2: Local

-­ Comes here for convenience. -­ important to hear from those in the local area. -­ Would appreciate it if they offered free water.

Customer Interview #3: Local family with high school daughter.

-­ Would like an explanation of health benefits. -­ Since it’s expensive, that explanation would help. -­ Would connect to social media if there were some sort of promotion. -­ Comes here because Starbucks is next door.

Customer Interview #4: Father and son in the local area.

-­ Wifi would be good. Customer Interview #5: Group of moms and daughters in local Junior High school -­ target market.

-­ Wifi would make them want to hangout. -­ Too loud. -­ Wish they had a watermelon slush. -­ Come here often.

Customer Interview #6: Biola Student -­ potential target market. My client would like to understand what college students would like to see in his business.

-­ Looked it up on Yelp. Came because it was the only local place that has acai. -­ Quality is the most important thing to her -­ Yelp told her it was good quality. -­ Too loud to do homework in here. Wifi outside would hang out. -­ Would appreciate a “For here” bowl option and would bring friends if they had that.

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Customer Interview #7: College girl -­ Want to know how to better serve this demographic.

-­ Would like wifi. She goes to Starbucks and does homework instead. -­ She heard about it because of Starbucks. -­ More room in the container would be nice. -­ Seems cool to have a “for here” option but would still choose the to-­go. -­ Cool music. -­ All ingredients in Acai are good.

Customer Interview #8: Two teen girls in Junior High school -­ apart of target market.

-­ Would like wifi and couches. -­ Laughed at the board game idea. -­ Would connect on social media for any reason.

Customer Interview #9: Mom and older daughter -­ live in the local area.

-­ Comes in around 3-­6pm after work. -­ Wouldn’t care about ‘for here’ option. -­ Comes in when it’s hot. -­ Should offer hot cocoa when it’s cold. -­ Price is reasonable. -­ Would appreciate couches and wifi.

Customer Interview #10: Health conscious younger man -­ important to understand the health conscious opinion.

-­ Educates himself about health so knows what is healthy and what’s not. Good to educate though.

-­ loves the service. -­ Looked it up online.

Customer Interview #11: High school daughter and dad -­ apart of the target market.

-­ Would come in if open earlier. -­ Love the mojo acai bowl.

Customer Interview #12: Girl and a guy college students -­ Want to know how to better serve this demographic.

-­ Live in the area. Would connect to social media if offered promotions and new flavors. -­ Health focused: wish there wasn’t as much sugar in the juices. -­ Explain what is dairy free and gluten free. Wishes there was dairy free options. The

only difference between here and Nektar. -­ Would feel better about purchases if health benefits were explained. -­ No complaints on ambiance -­ it’s clean.

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Customer Interview #13: Middle aged man from the local area -­ most of the customers seem to be local.

-­ Doesn’t remember what he got last time...but wants the same thing. -­ way to record customer orders?

-­ Prices are a little high, would come in more often if it was cheaper. -­ He would like extra snacks, like sandwiches on the side like jamba juice. -­ Would come in if it was open earlier. Also likes that it’s open later.

Customer Interview #14: Kid in Junior High school -­ apart of the target market.

-­ Comes here a lot with friends. -­ They usually leave, but would come in and hang out if there were couches and games. -­ Just tried the shaved snow yesterday, but usually gets a smoothie. -­ Follow them on Instagram because he likes the people.

Customer Interview #15: Health focused women -­ need to know how to better serve this demographic.

-­ Wishes there was Avocado Smoothie. -­ Description of other health benefits would be good, but they know about health. -­ Came here because they ate food next door.

Customer Interview #16: Local and frequent customer.

-­ They typically remember her drink so a program to remember her drink wouldn’t make a difference.

-­ Would connect to social media if they had promotion. -­ They should do promotions at the high school because they get so many students.

Customer Interview #17: Two women who are frequent customers.

-­ The print on the menu is too small. More simple menu broken up into categories. -­ People should be educated more on what shaved snow is. Sign that says, “try shaved

snow.” -­ Should have more pictures of products. -­ Should have a menu you can hold in your hand that has more description. -­ Price is competitive, maybe even less, wasn’t a focus.

Customer Interview #18: Husband and wife who come in for lunch after church.

-­ The decorations are old. Need to have an up to date ambiance. -­ Always goes next door for food to go with the smoothie, would be nice if they had other

snacks. -­ Honey was put on it, even though she didn’t want it. She doesn’t want to bother her for

a new one. -­ It’s too loud, don’t like the music. Would be nice if they had blenders in the other room

or different types of music for different days of the week.

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Customer Interview #19: -­ Found it on Yelp. Google Acai bowls. -­ Likes the up to date music. -­ Wouldn’t eat the snacks if they were here.

Customer Interview #20: High School guy

-­ Wish there was Wifi and couches. Would definitely come in to do homework. -­ Was referred by a friend who is trying to make his friend healthier. -­ Would like descriptions to say why something is healthy -­ like the pattaya sign that

explains its benefits. -­ Wishes there were guava flavor.

Customer Interview #21: Middle aged woman

-­ Her and all her friends who are customers had to figure out on their own that they offer a rewards card, it wasn’t advertised to them (Also mentioned on Yelp).

Customer Interview #22: College girl Customer from Biola

-­ From the outside wouldn’t know that it is an acai bowl place. -­ possibly have a smaller printed sign that says Acai. -­ Something on the outside that would show that their products are different, because

they do offer a lot of good toppings that not all acai bowl places do like kiwi and blackberries.

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Competitor Customer Interview: Competitor Interview #1: Nektar

-­ Just opened so that he can go before work, now he always goes to get a healthy breakfast.

-­ Loves the healthiness of all the products -­ it tastes clean. (None of Da Fruiteas smoothies taste clean -­ all have a lot of sugar.)

-­ They do offer a cleanse that ties in with their health focus -­ Da Fruiteas could offer cleansing options if they start juicing.

-­ Loves the ingredient descriptions they give -­ helps him trust what he is putting in his body.

Employee Interviews: Employee interview #1: Da Fruiteas employee

-­ Opening a new shop in the valley -­ just acai. -­ Wishes there were a better system for them not to mess up the orders when things get

busy -­ either write the customized ingredients on the cup or keep the receipt in front of them.

-­ Easier way for customers to complain. -­ Arm gets tired with the new size -­ can they order a larger acai pack?

Employee Interview #2: Da Fruiteas employee

-­ Complaints are that it takes long and products are often made wrong. -­ Would like to know if they should start juicing. The best hours of operation. If people

rather be able to see them make the smoothies or if they would rather them take the blenders behind to reduce the noise. If pictures of products will help people try new products.

-­ They are really trying to increase promotions with the surrounding high schools and increase awareness of product. They are starting to put the logo on cups but wants to know what else they can do.

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C. Focus Group

Purpose: It is significant to conduct a focus group because it encourages guest discussion and allows the conversation to cover a variety of topics significant to them. It allows the guests to go more in-­depth on why they have the preferences they do, leaves room for them make recommendations on ways to better satisfy their needs, and allows the individuals to agree or disagree on topics based off of the variety of individuals represented. The focus group also sparks common concerns or questions that may not have been addressed in a one-­on-­one interview. Focus Group Information: A focus group was conducted on October 19 outside of Da Fruiteas. The focus group consisted of four individuals, all college aged females. Three of the four are frequent customers and one of the four is a biola student who is also a customer. Relevant Findings Based on the Initial Research Objectives:

a. Thought having a high school promotion would get the word around better and majority said, “why not help out my school.”

b. Would come in more often if there were health benefit descriptions. c. Found out that Da Fruiteas is not a study place, so should focus more on a

hang out place. d. Should add more hip decorations. e. Should have more games to attract an older crowd and less kids arcade

games. f. rather be able to watch the smoothies being made than have it be less loud. g. Would buy juices if they were under $5. h. Won’t read the menu or try something new because of the confusing

layout. i. Would try something new if there were specials and signs on new flavors. j. Would connect to social media if there’s a deal. k. Would check in on facebook to get a deal. l. Would rather get 10% off of an individual meal instead of pay $17 for $20. m. Would go to Nektar, instead of Da fruiteas because it’s healthier. n. Others would go to Da fruiteas because of the wide product selection and

large clean environment.

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D.Survey Respondents

Purpose: This section identifies exactly who filled out the surveys. The final component of the research process is the creation and distribution of a customer satisfaction survey, based on information gained in the previous research methods. Blank surveys were set out at Da Fruiteas for customers to fill out and return to any staff member. A total of 81 surveys were collected over the course of a 19-­day period. The survey was aimed towards the current customers of Da Fruiteas in order to uncover points of satisfaction and dissatisfaction. Who Filled Out the Survey:

61 out of 81 respondents are women. 49 out of 81 respondents are between the ages of 15-­25. 58 out of 81 respondents live in the La Habra/Whittier area. 34 out of 72 respondents usually come to Da Fruiteas after work or school. 30 out of 77 respondents usually come to Da Fruiteas with school friends. 69 out of 81 respondents have referred someone to Da Fruiteas.

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E. Data Collection Method

Purpose: This section describes the method used by the researcher to distribute and collect 81 surveys. The purpose of this method is to ensure the data remains untainted and purely representational of the options of those surveyed. Total Collected Surveys: At the end of the collection period, a total of 81 surveys were completed by customers.

When? The surveys were distributed between November 1st and November 19th, 2014. The time frame was brief but designed to ensure the report could be compiled in a timely manner and that the same customers did not fill out multiple surveys.

Where? The surveys were administered inside Da Fruiteas.

How? The surveys were administered anonymously to allow for customer confidentiality and increase the honesty of the answers on the survey. The primary collection method was to have customers complete the survey and return it to one of the employees. The employee would then place the filled out survey on a stack behind the cash register. Incentive? There was a 10% discount for those who filled out the survey. Why? These methods that were employed allowed for the largest and most representative sample size of Da Fruiteas’ customer base while ensuring accuracy and honesty on all feedback from the surveys. These methods provided a way to collect data without bias and complete anonymity.

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F. Sampling Process

Purpose: This section explains the sampling technique and method used. This section also provides calculations in regards to the confidence level and accuracy of the research findings. The ability to survey every Da Fruiteas customer was not a feasible option. Therefore a small group (known as a sample) was surveyed with the assumption that they represent the entire population (all customers). Because this was an exploratory research project with a limited scope, the sample was not random. The non-­probabilistic method of convenience sampling was used. This type of sampling means that there was not a list of current customers utilized. The following formula is used to determine the optimal sample size for a random sample given the desired confidence level (z) and allowable range of error (e). Since convenience sampling was used and the sample size has already been determined, this formula will be used to give an approximation of the confidence level and allowable level of error. Note: the value of “p” has little effect on the final score and is assumed to be 0.5. Sample Size Formula:

n = e2z [P (1−P )]2

18 = 0.0921.65 [0.5(1−0.5)]2

Key: 84.03 n = Sample size 81 z = Confidence level (1.65) p = Population (0.5) e = Allowable Range of Error (0.09) Explanation Given a sample size of 81 respondents, one can say with 90% confidence that the numerical responses (i.e. means, standard deviations, etc.) of this report will approximately be within plus or minus 9% of the allowable range of error in representing the entire customer base. Note: This formula is created for the purpose of using a random sample;; therefore, the confidence level and allowable level of error are approximations.

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G.Data Analysis

The purpose of this section is to identify the software used as well as an explanation of other statistical tools utilized in analyzing the data. Software SurveyPro 4 is the software used to create the survey and analyze the resulting data. SurveyPro 4 allows the researcher to design surveys and input survey data. It also provides tools for analyzing data, especially in the statistical tools below. Statistical Tools and Key Terms Summary Text: The summary text is a large compilation of all the statistical data gathered from the surveys. Within the summary text, responses from all survey questions are summarized. Means and standard deviations are also provided as necessary. Means: The mean assigns a numerical value to identify the average response to each survey question. Furthermore, the mean is derived by dividing the sum of all responses to a question by the number of replies received for the same question. The calculation is valuable for summarizing the general consensus of respondents toward a particular question. Standard Deviation: Standard deviation calculated the variance in responses with comparison to the mean. On other words, the standard deviation shows how varied the answers are to a particular question. If the standard deviation is higher, the respondents provided a wider range of answers. In contrast, if the standard deviation is lower, the respondents provided more similar answers to the question. This calculation is valuable for identifying questions where customers provide very different or very similar answers. Cross Tabulations: Cross tabulations compare data from one question to another. Additionally, cross tabulations alloy the researcher to compare how different demographic groups answered a particular survey question. For example, a cross tabulation could be used to compare how different age groups rated overall satisfaction. Select Filters: Select filters highlight data gathered from one particular customer group. One area of interest has been identified through a cross tabulation, a select filter can be used to learn more about a particular group’s overall attitude. For example, a select filter could show responses of just the females to every question on the survey.

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H. Limitations

The research for this project was primarily for exploratory purposes;; therefore, it cannot be deemed as fully conclusive. Instead, it is intended more for providing initial research to identify areas for further study. For the purposes of full disclosure, this section identifies limitations of the research conducted and reasons why it is not completely conclusive and accurate.

Not a random sample The sample cannot be viewed as a perfect representation of Da Fruiteas’ customer base because the convenience sampling method was utilized. Time Constraints Just under three weeks were allotted for the distribution and collection of customer satisfaction survey. Small sample size There were 81 surveys collected. This is not a sufficient amount of respondents to represent the entire population.

Experience The researcher has very little experience in the marketing research process.

Financial Constraints The research was conducted on an insufficient budget for a project of this caliber.

Customer Bias Customers may have chosen answers on the survey that were not accurate representation of their opinions.

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VI. Explanation of Survey Terms

Purpose: The following section provides the raw data obtained from conducting the surveys, as well as copies of the surveys used to collect and input that data. The original survey allows the reader to view the questions exactly as the customers did, while the data entry survey allows the reader to reference back to question numbers when reading the major findings section. The summary text reveals all the answers that respondents gave. This section provides three important documents. Distributed Survey This is the original survey that was distributed to Da Fruiteas Customers. This allows the reader to view the survey and its questions exactly as customers saw them. All data analyzed came directly from the questions on this survey. Data Entry Survey This is a copy of the survey that was used to enter in the answers from the original distributed survey. The data was entered into SurveyPro 4 where it was later analyzed and broken down to provide relevant findings to the ownership of Da Fruiteas. A few minor modifications were made to the survey to make the data more relevant and easier to analyze, but it is important to note that the content of the question or answers were not altered in any way, just the manner in which they are categorized. Furthermore, every question on the survey is assigned a number, which can be helpful as a reference tool when looking at the major findings section. Summary Text This document shows the raw answers that respondents gave when filling out the original distributed survey. The following statistical measurements are used in the summary text to make the data relevant.

Counts: The number of respondents that chose a specific answer. No answers: The numbers of respondents who did not answer a question. Means: The average numerical response all respondents gave for a question. Standard Deviation: The variance from the mean of respondents’ answers.

19

What is yourgender?

MaleFemale

Do you usually dinein or take it to go?

Dine inTo-go

Do you live in LaHabra/Whittierarea?

Yes No

What is your age? 11-1415-18

19-2526-45

46-5455+

When do you usually come to Da Fruiteas? (Check one)

BreakfastLunchAfter work/school

DinnerLate night snackAfter a workout

How much do you typicallyspend per visit?

under $5$5-$9$10-$15

$20-$35$36+

What source do you valuemost in deciding to try anew juice shop?

YelpCompany WebsiteSocial Media

Who do you usually come to DaFruiteas with? (Check one)

AloneSchoolfriends

My kidsCo-workers

How many times in the lastmonth have you visited DaFuiteas?

First Time1-23-5

6-1011-25

Have you everreferredsomeone to DaFruiteas?

Yes No

Are you aware ofthe Da Fruiteaspunch card?

Yes No

DIRECTIONS: Please circle the number that best represetns How Important and How Satisfied youare in the respective item.

Importance SatisfactionLowImportance

HighImportance

LowSatisfaction

HighSatisfaction

Price of bowls 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Study friendly environment 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Employee product knowledge 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Nutritional value of smoothies 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Store decoration 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Music selection 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Clarity of menu 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Explanation of bowls/drinksavailable

1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Order wait time 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Store front appearance 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Allergy/diet sensitivity 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Value of website 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Accuracy of order 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Ability to verbalize complaints 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Quality of ingredients 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

DIRECTIONS: Please RANK from 1-5 in order of importance why you come to Da Fruiteas.(1) being MOST important, (2) being second most important, and (5) being LEAST important.

Variety of Product Health the Teas My Kids Convenience

Da Fruiteas Customer Feedback Survey

Da Fruitieas is conducting a confidential and anonymous survey in order to discoverareas where we can better serve you. Please fill out the following questions

completely and honestly.

Please Turn the Page!20

emily briggs
Distributed Survey

VeryStronglyDisagree Disagree

MildlyDisagree

MildlyAgree Agree

VeryStronglyAgree

If there were pictures of products I would try newthings more often.

"Having a 'to-go' or handheld menu would simplifymy order to my convenience."

"It is extremely important to me that I am able towatch the employees make my bowl/drink."

"I would rather blenders be in the back to reducenoise."

"I never tell the employees when my order is madewrong."

If there was gluten free granola, I wouldrecommend Da Fruiteas more.

"Da Fruiteas is a place to hang out, never to dowork or study."

"If Da Fruiteas offered juicing I would come inmore often."

"I would rather Da Fruiteas be open beforework/school than stay open until 10pm."

"I would be more comfortable with the price if theingredients had descriptions of health benefits."

"If there was a new product of the month I wouldcome in just to try it."

"I would only connect with Da Fruiteas' socialmedia to get discounts."

If there were couches and free wifi I wouldn't mindwaiting for my bowl/drink.

"The atmosphere of Da Fruiteas increases thequality of the products."

If the local school had a fundraiser with DaFruiteas I would participate.

I would be more confident in the quality if therewere "dine in" bowl options.

"A picture on social media of an appealing foodproduct causes me to go to that restaurant."

If I knew the calorie counts of the products, I wouldcome to Da fruiteas more often.

Please list any other products or flavors that you wish Da Fruiteas offered.

Please state at least ONE thing you think Da Fruiteas can improve upon.

What is your overall satisfaction of Da Fruiteas? Low High1 2 3 4 5 6 7 8 9 10

DIRECTIONS: Please read each statement and answer the following questions from Strongly agree toStrongly disagree.

We greatly appreciate your input! Please give the completed survey to any of our staff. 21

1. What is yourgender?

MaleFemale

2. Do you usually dinein or take it to go?

Dine in To-go

3. Do you live in LaHabra/Whittierarea?

Yes No

4. What is your age?

11-1415-18

19-2526-45

46-5455+

5. When do you usually come to Da Fruiteas? (Check one)

BreakfastLunchAfter work/school

DinnerLate night snackAfter a workout

5. How much do you typicallyspend per visit?

under $5$5-$9$10-$15

$20-$35$36+

6. What source do you valuemost in deciding to try a newjuice shop?

YelpCompany WebsiteSocial Media

7. Who do you usually come to DaFruiteas with? (Check one)

AloneSchool friends

My kidsCo-workers

8. How many times in the lastmonth have you visited DaFuiteas?

FirstTime

1-23-5

6-1011-25

9. Have you everreferredsomeone to DaFruiteas?

Yes No

10. Are you aware ofthe Da Fruiteaspunch card?

Yes No

Low High

11.IMP of bowl price . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2 3 4 5 6 7 8 9 10

12.SAT of bowl price . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2 3 4 5 6 7 8 9 10

13.IMP of study environment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2 3 4 5 6 7 8 9 10

14.SAT of study environment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2 3 4 5 6 7 8 9 10

15.IMP of knowledge . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2 3 4 5 6 7 8 9 10

16.SAT of knowledge . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2 3 4 5 6 7 8 9 10

17.IMP of nutrition . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2 3 4 5 6 7 8 9 10

18.SAT of nutrition . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2 3 4 5 6 7 8 9 10

19.IMP of decore . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2 3 4 5 6 7 8 9 10

20.SAT of decore . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2 3 4 5 6 7 8 9 10

21.IMP of music . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2 3 4 5 6 7 8 9 10

22.SAT of music . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2 3 4 5 6 7 8 9 10

23.IMP of menu . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2 3 4 5 6 7 8 9 10

24.SAT of menu . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2 3 4 5 6 7 8 9 10

25.IMP of explanation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2 3 4 5 6 7 8 9 10

26.SAT of explanation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2 3 4 5 6 7 8 9 10

27.IMP of wait time . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2 3 4 5 6 7 8 9 10

28.SAT of wait time . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2 3 4 5 6 7 8 9 10

29.IMP of store front . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2 3 4 5 6 7 8 9 10

30.SAT of store front . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2 3 4 5 6 7 8 9 10

31.IMP of allergy/diet . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2 3 4 5 6 7 8 9 10

32.SAT of allergy/diet . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2 3 4 5 6 7 8 9 10

33.IMP of website . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2 3 4 5 6 7 8 9 10

34.SAT of website . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2 3 4 5 6 7 8 9 10

35.IMP of accuracy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2 3 4 5 6 7 8 9 10

36.SAT of accuracy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2 3 4 5 6 7 8 9 10

37.IMP of complaints . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2 3 4 5 6 7 8 9 10

38.SAT of complaints . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2 3 4 5 6 7 8 9 10

39.IMP of ingredients . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2 3 4 5 6 7 8 9 10

40.SAT of ingredients . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2 3 4 5 6 7 8 9 10

Da Fruiteas Customer Feedback Survey

Da Fruitieas is conducting a confidential and anonymous survey in order to discoverareas where we can better serve you. Please fill out the following questions

completely and honestly.

22

emily briggs
Data EntrySurvey

Yes No

41.Ranked variety of product 1 or 2? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

42.Ranked health 1 or 2? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

43.Ranked teas 1 or 2? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

44.Ranked kids 1 or 2? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

45.Ranked convenience 1 or 2? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

46.Ranked variety of product 3 or 4? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

47.Ranked health 3 or 4? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

48.Ranked teas 3 or 4? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

49.Ranked kids 3 or 4? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

50.Ranked convenience 3 or 4? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

51.Ranked variety of product 5? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

52.Ranked health 5? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

53.Ranked teas 5? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

54.Ranked kids 5? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

55.Ranked convenience 5? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

StronglyDisagree Disagree

MildlyDisagree

MildlyAgree Agree

StronglyAgree

56.If had pictures, try new things. . . . . . . . . . . . . . . . . . . . . . . . .

57.To-go menu would simplify. . . . . . . . . . . . . . . . . . . . . . . . . . .

58.Important to watch order process. . . . . . . . . . . . . . . . . . . . . .

59.Rather reduce noise. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

60.Never communicate wrong order. . . . . . . . . . . . . . . . . . . . . .

61.Gluten free granola, recommend more. . . . . . . . . . . . . . . . . .

62.Place to hang out, not study. . . . . . . . . . . . . . . . . . . . . . . . . .

63.If had Juicing, would come more. . . . . . . . . . . . . . . . . . . . . .

64.Rather open earlier than later. . . . . . . . . . . . . . . . . . . . . . . . .

65.Price okay with health descriptions. . . . . . . . . . . . . . . . . . . . .

66.Come in for new product of month. . . . . . . . . . . . . . . . . . . . .

67.Social media only for discounts. . . . . . . . . . . . . . . . . . . . . . .

68.Okay to wait if had wifi and couches. . . . . . . . . . . . . . . . . . . .

69.Atmosphere increases quality. . . . . . . . . . . . . . . . . . . . . . . . .

70.Would participate in fundraisers. . . . . . . . . . . . . . . . . . . . . . .

71.Increase quality if offered dine in bowls. . . . . . . . . . . . . . . . .

72.Go to restaurant b/c images on social media . . . . . . . . . . . . .

73.If had calorie count, come more often. . . . . . . . . . . . . . . . . . .74.One other product or flavor Da Fruiteas should offer:

Watermelon flavorsMore boba options

Mango toppingLynchee

JuicingMore fruit smoothies

Other

75.One thing that Da Fruiteas can improve upon:

SeatingLower prices

More naturalCalorie sensitive

Menu sizeWifi

More flavored teasOther

76.What is your overall satisfaction of Da Fruiteas? Low High1 2 3 4 5 6 7 8 9 10

23

Summary Text

The Summary Text is purposeful in showing detailed responses to each of the surveyquestions. It displays the count number and percentages undertneath each of thequestions, allowing the results to be easily viewed. Furthermore, the summary text alsoprovides th emean and standard deviation of the survey results. These findings arevaluable in analyzing to understand what cutomers desire.

Q1: What is your gender?

What is your gender?

61; 75.3% Female 20; 24.7% Male 0; 0.0% No Answer

Replies 81

Q2: Do you usually dine in or take it to go?

Do you usually dine in or take it to go?

60; 74.1% To-go 19; 23.5% Dine in 2; 2.5% No Answer

Replies 79

Q3: Do you live in La Habra/Whittier area?

Do you live in La Habra/Whittier area?

58; 71.6% Yes 0; 0.0% Not Applicable23; 28.4% No 0; 0.0% No Answer

Replies 81

Q4: What is your age?

What is your age?

27; 33.3% 19-25 22; 27.2% 26-45 3; 3.7% 11-14 0; 0.0% No Answer22; 27.2% 15-18 6; 7.4% 46-54 1; 1.2% 55+

Replies 81

24

Q5: When do you usually come to Da Fruiteas? (Check one)

When do you usually come to Da Fruiteas? (Check one)

34; 42.0% After work/school 6; 7.4% Dinner 9; 11.1% No Answer19; 23.5% Lunch 3; 3.7% After a workout

8; 9.9% Late night snack 2; 2.5% Breakfast

Replies 72

Q6: How much do you typically spend per visit?

How much do you typically spend per visit?

38; 46.9% $5-$9 10; 12.3% under $5 0; 0.0% $36+26; 32.1% $10-$15 5; 6.2% $20-$35 2; 2.5% No Answer

Replies 79

Q7: What source do you value most in deciding to try a new juice shop?

What source do you value most in deciding to try a new juice shop?

32; 39.5% Social Media 5; 6.2% Company Website30; 37.0% Yelp 14; 17.3% No Answer

Replies 67

Q8: Who do you usually come to Da Fruiteas with? (Check one)

Who do you usually come to Da Fruiteas with? (Check one)

30; 37.0% School friends 20; 24.7% My kids 4; 4.9% No Answer24; 29.6% Alone 3; 3.7% Co-workers

Replies 77

Q9: How many times in the last month have you visited Da Fuiteas?

How many times in the last month have you visited Da Fuiteas?

26; 32.1% 3-5 16; 19.8% 6-10 3; 3.7% 11-2521; 25.9% 1-2 15; 18.5% First Time 0; 0.0% No Answer

Replies 81

25

Q10: Have you ever referred someone to Da Fruiteas?

Have you ever referred someone to Da Fruiteas?

69; 85.2% Yes 0; 0.0% Not Applicable12; 14.8% No 0; 0.0% No Answer

Replies 81

Q11: Are you aware of the Da Fruiteas punch card?

Are you aware of the Da Fruiteas punch card?

51; 63.0% No 0; 0.0% Not Applicable30; 37.0% Yes 0; 0.0% No Answer

Replies 81

Q12: IMP of bowl price

IMP of bowl price

1; 1.2% Rated 1 11; 13.6% Rated 5 3; 3.7% Rated 90; 0.0% Rated 2 8; 9.9% Rated 6 28; 34.6% Rated 101; 1.2% Rated 3 5; 6.2% Rated 7 1; 1.2% Not Applicable

4; 4.9% Rated 4 10; 12.3% Rated 8 9; 11.1% No Answer

Replies 72; Mean 7.68; Std Dev 2.33

Q13: SAT of bowl price

SAT of bowl price

0; 0.0% Rated 1 6; 7.4% Rated 5 4; 4.9% Rated 91; 1.2% Rated 2 7; 8.6% Rated 6 27; 33.3% Rated 103; 3.7% Rated 3 8; 9.9% Rated 7 1; 1.2% Not Applicable2; 2.5% Rated 4 13; 16.0% Rated 8 9; 11.1% No Answer

Replies 72; Mean 7.85; Std Dev 2.21

Q14: IMP of study environment

IMP of study environment

10; 12.3% Rated 1 6; 7.4% Rated 5 3; 3.7% Rated 92; 2.5% Rated 2 6; 7.4% Rated 6 30; 37.0% Rated 104; 4.9% Rated 3 4; 4.9% Rated 7 1; 1.2% Not Applicable2; 2.5% Rated 4 3; 3.7% Rated 8 10; 12.3% No Answer

Replies 71; Mean 6.84; Std Dev 3.42

26

Q15: SAT of study environment

SAT of study environment

1; 1.2% Rated 1 7; 8.6% Rated 5 5; 6.2% Rated 90; 0.0% Rated 2 5; 6.2% Rated 6 38; 46.9% Rated 102; 2.5% Rated 3 6; 7.4% Rated 7 1; 1.2% Not Applicable1; 1.2% Rated 4 6; 7.4% Rated 8 9; 11.1% No Answer

Replies 72; Mean 8.32; Std Dev 2.25

Q16: IMP of knowledge

IMP of knowledge

1; 1.2% Rated 1 5; 6.2% Rated 5 11; 13.6% Rated 90; 0.0% Rated 2 3; 3.7% Rated 6 41; 50.6% Rated 100; 0.0% Rated 3 4; 4.9% Rated 7 0; 0.0% Not Applicable0; 0.0% Rated 4 8; 9.9% Rated 8 8; 9.9% No Answer

Replies 73; Mean 8.84; Std Dev 1.80

Q17: SAT of knowledge

SAT of knowledge

0; 0.0% Rated 1 1; 1.2% Rated 5 11; 13.6% Rated 90; 0.0% Rated 2 2; 2.5% Rated 6 55; 67.9% Rated 100; 0.0% Rated 3 2; 2.5% Rated 7 0; 0.0% Not Applicable0; 0.0% Rated 4 2; 2.5% Rated 8 8; 9.9% No Answer

Replies 73; Mean 9.53; Std Dev 1.04

Q18: IMP of nutrition

IMP of nutrition

2; 2.5% Rated 1 2; 2.5% Rated 5 14; 17.3% Rated 90; 0.0% Rated 2 5; 6.2% Rated 6 34; 42.0% Rated 101; 1.2% Rated 3 5; 6.2% Rated 7 0; 0.0% Not Applicable

0; 0.0% Rated 4 10; 12.3% Rated 8 8; 9.9% No Answer

Replies 73; Mean 8.58; Std Dev 2.01

27

Q19: SAT of nutrition

SAT of nutrition

0; 0.0% Rated 1 1; 1.2% Rated 5 14; 17.3% Rated 90; 0.0% Rated 2 3; 3.7% Rated 6 40; 49.4% Rated 100; 0.0% Rated 3 6; 7.4% Rated 7 0; 0.0% Not Applicable1; 1.2% Rated 4 8; 9.9% Rated 8 8; 9.9% No Answer

Replies 73; Mean 9.03; Std Dev 1.39

Q20: IMP of decore

IMP of decore

4; 4.9% Rated 1 6; 7.4% Rated 5 5; 6.2% Rated 92; 2.5% Rated 2 8; 9.9% Rated 6 23; 28.4% Rated 105; 6.2% Rated 3 6; 7.4% Rated 7 0; 0.0% Not Applicable3; 3.7% Rated 4 10; 12.3% Rated 8 9; 11.1% No Answer

Replies 72; Mean 7.08; Std Dev 2.83

Q21: SAT of decore

SAT of decore

0; 0.0% Rated 1 5; 6.2% Rated 5 9; 11.1% Rated 90; 0.0% Rated 2 6; 7.4% Rated 6 31; 38.3% Rated 101; 1.2% Rated 3 12; 14.8% Rated 7 0; 0.0% Not Applicable

0; 0.0% Rated 4 8; 9.9% Rated 8 9; 11.1% No Answer

Replies 72; Mean 8.38; Std Dev 1.80

Q22: IMP of music

IMP of music

3; 3.7% Rated 1 4; 4.9% Rated 5 4; 4.9% Rated 91; 1.2% Rated 2 10; 12.3% Rated 6 29; 35.8% Rated 102; 2.5% Rated 3 9; 11.1% Rated 7 0; 0.0% Not Applicable1; 1.2% Rated 4 9; 11.1% Rated 8 9; 11.1% No Answer

Replies 72; Mean 7.72; Std Dev 2.51

28

Q23: SAT of music

SAT of music

0; 0.0% Rated 1 5; 6.2% Rated 5 8; 9.9% Rated 90; 0.0% Rated 2 4; 4.9% Rated 6 42; 51.9% Rated 101; 1.2% Rated 3 5; 6.2% Rated 7 0; 0.0% Not Applicable1; 1.2% Rated 4 6; 7.4% Rated 8 9; 11.1% No Answer

Replies 72; Mean 8.76; Std Dev 1.84

Q24: IMP of menu

IMP of menu

1; 1.2% Rated 1 3; 3.7% Rated 5 9; 11.1% Rated 90; 0.0% Rated 2 2; 2.5% Rated 6 37; 45.7% Rated 100; 0.0% Rated 3 6; 7.4% Rated 7 0; 0.0% Not Applicable1; 1.2% Rated 4 12; 14.8% Rated 8 10; 12.3% No Answer

Replies 71; Mean 8.75; Std Dev 1.79

Q25: SAT of menu

SAT of menu

0; 0.0% Rated 1 3; 3.7% Rated 5 7; 8.6% Rated 90; 0.0% Rated 2 1; 1.2% Rated 6 47; 58.0% Rated 100; 0.0% Rated 3 5; 6.2% Rated 7 0; 0.0% Not Applicable1; 1.2% Rated 4 8; 9.9% Rated 8 9; 11.1% No Answer

Replies 72; Mean 9.13; Std Dev 1.48

Q26: IMP of explanation

IMP of explanation

1; 1.2% Rated 1 0; 0.0% Rated 5 10; 12.3% Rated 90; 0.0% Rated 2 4; 4.9% Rated 6 36; 44.4% Rated 101; 1.2% Rated 3 5; 6.2% Rated 7 0; 0.0% Not Applicable2; 2.5% Rated 4 13; 16.0% Rated 8 9; 11.1% No Answer

Replies 72; Mean 8.68; Std Dev 1.87

29

Q27: SAT of explanation

SAT of explanation

0; 0.0% Rated 1 2; 2.5% Rated 5 9; 11.1% Rated 90; 0.0% Rated 2 2; 2.5% Rated 6 49; 60.5% Rated 100; 0.0% Rated 3 2; 2.5% Rated 7 0; 0.0% Not Applicable0; 0.0% Rated 4 8; 9.9% Rated 8 9; 11.1% No Answer

Replies 72; Mean 9.32; Std Dev 1.23

Q28: IMP of wait time

IMP of wait time

0; 0.0% Rated 1 3; 3.7% Rated 5 10; 12.3% Rated 90; 0.0% Rated 2 5; 6.2% Rated 6 28; 34.6% Rated 100; 0.0% Rated 3 8; 9.9% Rated 7 0; 0.0% Not Applicable0; 0.0% Rated 4 18; 22.2% Rated 8 9; 11.1% No Answer

Replies 72; Mean 8.54; Std Dev 1.48

Q29: SAT of wait time

SAT of wait time

0; 0.0% Rated 1 0; 0.0% Rated 5 8; 9.9% Rated 90; 0.0% Rated 2 4; 4.9% Rated 6 41; 50.6% Rated 102; 2.5% Rated 3 6; 7.4% Rated 7 0; 0.0% Not Applicable1; 1.2% Rated 4 10; 12.3% Rated 8 9; 11.1% No Answer

Replies 72; Mean 8.86; Std Dev 1.71

Q30: IMP of store front

IMP of store front

2; 2.5% Rated 1 9; 11.1% Rated 5 6; 7.4% Rated 92; 2.5% Rated 2 6; 7.4% Rated 6 27; 33.3% Rated 102; 2.5% Rated 3 3; 3.7% Rated 7 0; 0.0% Not Applicable2; 2.5% Rated 4 12; 14.8% Rated 8 10; 12.3% No Answer

Replies 71; Mean 7.63; Std Dev 2.58

30

Q31: SAT of store front

SAT of store front

2; 2.5% Rated 1 5; 6.2% Rated 5 9; 11.1% Rated 90; 0.0% Rated 2 6; 7.4% Rated 6 32; 39.5% Rated 100; 0.0% Rated 3 6; 7.4% Rated 7 0; 0.0% Not Applicable1; 1.2% Rated 4 10; 12.3% Rated 8 10; 12.3% No Answer

Replies 71; Mean 8.31; Std Dev 2.14

Q32: IMP of allergy/diet

IMP of allergy/diet

9; 11.1% Rated 1 14; 17.3% Rated 5 4; 4.9% Rated 93; 3.7% Rated 2 4; 4.9% Rated 6 24; 29.6% Rated 102; 2.5% Rated 3 4; 4.9% Rated 7 1; 1.2% Not Applicable1; 1.2% Rated 4 6; 7.4% Rated 8 9; 11.1% No Answer

Replies 72; Mean 6.63; Std Dev 3.23

Q33: SAT of allergy/diet

SAT of allergy/diet

2; 2.5% Rated 1 2; 2.5% Rated 5 4; 4.9% Rated 90; 0.0% Rated 2 5; 6.2% Rated 6 38; 46.9% Rated 100; 0.0% Rated 3 8; 9.9% Rated 7 1; 1.2% Not Applicable1; 1.2% Rated 4 9; 11.1% Rated 8 11; 13.6% No Answer

Replies 70; Mean 8.55; Std Dev 2.08

Q34: IMP of website

IMP of website

6; 7.4% Rated 1 10; 12.3% Rated 5 4; 4.9% Rated 94; 4.9% Rated 2 4; 4.9% Rated 6 21; 25.9% Rated 102; 2.5% Rated 3 8; 9.9% Rated 7 2; 2.5% Not Applicable3; 3.7% Rated 4 3; 3.7% Rated 8 14; 17.3% No Answer

Replies 67; Mean 6.65; Std Dev 3.11

31

Q35: SAT of website

SAT of website

1; 1.2% Rated 1 3; 3.7% Rated 5 5; 6.2% Rated 90; 0.0% Rated 2 4; 4.9% Rated 6 31; 38.3% Rated 100; 0.0% Rated 3 9; 11.1% Rated 7 2; 2.5% Not Applicable3; 3.7% Rated 4 5; 6.2% Rated 8 18; 22.2% No Answer

Replies 63; Mean 8.36; Std Dev 2.12

Q36: IMP of accuracy

IMP of accuracy

0; 0.0% Rated 1 1; 1.2% Rated 5 6; 7.4% Rated 90; 0.0% Rated 2 2; 2.5% Rated 6 50; 61.7% Rated 100; 0.0% Rated 3 1; 1.2% Rated 7 0; 0.0% Not Applicable0; 0.0% Rated 4 11; 13.6% Rated 8 10; 12.3% No Answer

Replies 71; Mean 9.38; Std Dev 1.13

Q37: SAT of accuracy

SAT of accuracy

0; 0.0% Rated 1 1; 1.2% Rated 5 10; 12.3% Rated 90; 0.0% Rated 2 3; 3.7% Rated 6 55; 67.9% Rated 100; 0.0% Rated 3 0; 0.0% Rated 7 0; 0.0% Not Applicable0; 0.0% Rated 4 2; 2.5% Rated 8 10; 12.3% No Answer

Replies 71; Mean 9.56; Std Dev 1.05

Q38: IMP of complaints

IMP of complaints

4; 4.9% Rated 1 3; 3.7% Rated 5 6; 7.4% Rated 91; 1.2% Rated 2 4; 4.9% Rated 6 34; 42.0% Rated 103; 3.7% Rated 3 8; 9.9% Rated 7 0; 0.0% Not Applicable4; 4.9% Rated 4 4; 4.9% Rated 8 10; 12.3% No Answer

Replies 71; Mean 7.77; Std Dev 2.83

32

Q39: SAT of complaints

SAT of complaints

2; 2.5% Rated 1 4; 4.9% Rated 5 7; 8.6% Rated 90; 0.0% Rated 2 2; 2.5% Rated 6 45; 55.6% Rated 100; 0.0% Rated 3 4; 4.9% Rated 7 0; 0.0% Not Applicable1; 1.2% Rated 4 4; 4.9% Rated 8 12; 14.8% No Answer

Replies 69; Mean 8.86; Std Dev 2.10

Q40: IMP of ingredients

IMP of ingredients

0; 0.0% Rated 1 2; 2.5% Rated 5 8; 9.9% Rated 90; 0.0% Rated 2 1; 1.2% Rated 6 54; 66.7% Rated 100; 0.0% Rated 3 3; 3.7% Rated 7 0; 0.0% Not Applicable0; 0.0% Rated 4 4; 4.9% Rated 8 9; 11.1% No Answer

Replies 72; Mean 9.46; Std Dev 1.16

Q41: SAT of ingredients

SAT of ingredients

0; 0.0% Rated 1 1; 1.2% Rated 5 11; 13.6% Rated 90; 0.0% Rated 2 1; 1.2% Rated 6 54; 66.7% Rated 100; 0.0% Rated 3 0; 0.0% Rated 7 0; 0.0% Not Applicable0; 0.0% Rated 4 5; 6.2% Rated 8 9; 11.1% No Answer

Replies 72; Mean 9.58; Std Dev 0.92

Q42: Ranked variety of product 1 or 2?

Ranked variety of product 1 or 2?

25; 30.9% No 0; 0.0% Not Applicable23; 28.4% Yes 33; 40.7% No Answer

Replies 48

Q43: Ranked health 1 or 2?

Ranked health 1 or 2?

31; 38.3% Yes 0; 0.0% Not Applicable20; 24.7% No 30; 37.0% No Answer

Replies 51

33

Q44: Ranked teas 1 or 2?

Ranked teas 1 or 2?

33; 40.7% No 1; 1.2% Not Applicable21; 25.9% Yes 26; 32.1% No Answer

Replies 55

Q45: Ranked kids 1 or 2?

Ranked kids 1 or 2?

31; 38.3% No 8; 9.9% Not Applicable17; 21.0% Yes 25; 30.9% No Answer

Replies 56

Q46: Ranked convenience 1 or 2?

Ranked convenience 1 or 2?

34; 42.0% No 0; 0.0% Not Applicable15; 18.5% Yes 32; 39.5% No Answer

Replies 49

Q47: Ranked variety of product 3 or 4?

Ranked variety of product 3 or 4?

28; 34.6% No 1; 1.2% Not Applicable18; 22.2% Yes 34; 42.0% No Answer

Replies 47

Q48: Ranked health 3 or 4?

Ranked health 3 or 4?

35; 43.2% No 0; 0.0% Not Applicable14; 17.3% Yes 32; 39.5% No Answer

Replies 49

34

Q49: Ranked teas 3 or 4?

Ranked teas 3 or 4?

28; 34.6% No 1; 1.2% Not Applicable26; 32.1% Yes 26; 32.1% No Answer

Replies 55

Q50: Ranked kids 3 or 4?

Ranked kids 3 or 4?

40; 49.4% No 9; 11.1% Not Applicable7; 8.6% Yes 25; 30.9% No Answer

Replies 56

Q51: Ranked convenience 3 or 4?

Ranked convenience 3 or 4?

26; 32.1% Yes 0; 0.0% Not Applicable21; 25.9% No 34; 42.0% No Answer

Replies 47

Q52: Ranked variety of product 5?

Ranked variety of product 5?

41; 50.6% No 0; 0.0% Not Applicable6; 7.4% Yes 34; 42.0% No Answer

Replies 47

Q53: Ranked health 5?

Ranked health 5?

44; 54.3% No 0; 0.0% Not Applicable6; 7.4% Yes 31; 38.3% No Answer

Replies 50

35

Q54: Ranked teas 5?

Ranked teas 5?

46; 56.8% No 1; 1.2% Not Applicable7; 8.6% Yes 27; 33.3% No Answer

Replies 54

Q55: Ranked kids 5?

Ranked kids 5?

24; 29.6% Yes 9; 11.1% Not Applicable22; 27.2% No 26; 32.1% No Answer

Replies 55

Q56: Ranked convenience 5?

Ranked convenience 5?

39; 48.1% No 0; 0.0% Not Applicable8; 9.9% Yes 34; 42.0% No Answer

Replies 47

Q57: If had pictures, try new things.

If had pictures, try new things.

1; 1.2% Strongly Disagree 15; 18.5% Mildly Agree 13; 16.0% No Answer0; 0.0% Disagree 27; 33.3% Agree3; 3.7% Mildly Disagree 22; 27.2% Strongly Agree

Replies 68; Mean 2.04; Std Dev 0.98

Q58: To-go menu would simplify.

To-go menu would simplify.

2; 2.5% Strongly Disagree 23; 28.4% Mildly Agree 13; 16.0% No Answer4; 4.9% Disagree 21; 25.9% Agree5; 6.2% Mildly Disagree 13; 16.0% Strongly Agree

Replies 68; Mean 2.59; Std Dev 1.22

36

Q59: Important to watch order process.

Important to watch order process.

1; 1.2% Strongly Disagree 21; 25.9% Mildly Agree 13; 16.0% No Answer3; 3.7% Disagree 21; 25.9% Agree8; 9.9% Mildly Disagree 14; 17.3% Strongly Agree

Replies 68; Mean 2.53; Std Dev 1.17

Q60: Rather reduce noise.

Rather reduce noise.

16; 19.8% Strongly Disagree 4; 4.9% Mildly Agree 13; 16.0% No Answer18; 22.2% Disagree 1; 1.2% Agree25; 30.9% Mildly Disagree 4; 4.9% Strongly Agree

Replies 68; Mean 4.47; Std Dev 1.29

Q61: Never communicate wrong order.

Never communicate wrong order.

18; 22.2% Strongly Disagree 10; 12.3% Mildly Agree 15; 18.5% No Answer16; 19.8% Disagree 10; 12.3% Agree10; 12.3% Mildly Disagree 2; 2.5% Strongly Agree

Replies 66; Mean 4.24; Std Dev 1.53

Q62: Gluten free granola, recommend more.

Gluten free granola, recommend more.

13; 16.0% Strongly Disagree 14; 17.3% Mildly Agree 14; 17.3% No Answer16; 19.8% Disagree 6; 7.4% Agree11; 13.6% Mildly Disagree 7; 8.6% Strongly Agree

Replies 67; Mean 3.93; Std Dev 1.60

Q63: Place to hang out, not study.

Place to hang out, not study.

6; 7.4% Strongly Disagree 14; 17.3% Mildly Agree 15; 18.5% No Answer10; 12.3% Disagree 14; 17.3% Agree11; 13.6% Mildly Disagree 11; 13.6% Strongly Agree

Replies 66; Mean 3.20; Std Dev 1.57

37

Q64: If had Juicing, would come more.

If had Juicing, would come more.

6; 7.4% Strongly Disagree 19; 23.5% Mildly Agree 15; 18.5% No Answer6; 7.4% Disagree 7; 8.6% Agree

15; 18.5% Mildly Disagree 13; 16.0% Strongly Agree

Replies 66; Mean 3.18; Std Dev 1.52

Q65: Rather open earlier than later.

Rather open earlier than later.

5; 6.2% Strongly Disagree 9; 11.1% Mildly Agree 14; 17.3% No Answer9; 11.1% Disagree 11; 13.6% Agree

14; 17.3% Mildly Disagree 19; 23.5% Strongly Agree

Replies 67; Mean 2.97; Std Dev 1.66

Q66: Price okay with health descriptions.

Price okay with health descriptions.

6; 7.4% Strongly Disagree 15; 18.5% Mildly Agree 15; 18.5% No Answer11; 13.6% Disagree 9; 11.1% Agree12; 14.8% Mildly Disagree 13; 16.0% Strongly Agree

Replies 66; Mean 3.26; Std Dev 1.60

Q67: Come in for new product of month.

Come in for new product of month.

2; 2.5% Strongly Disagree 17; 21.0% Mildly Agree 13; 16.0% No Answer6; 7.4% Disagree 13; 16.0% Agree

10; 12.3% Mildly Disagree 20; 24.7% Strongly Agree

Replies 68; Mean 2.63; Std Dev 1.42

Q68: Social media only for discounts.

Social media only for discounts.

7; 8.6% Strongly Disagree 13; 16.0% Mildly Agree 14; 17.3% No Answer6; 7.4% Disagree 14; 17.3% Agree

11; 13.6% Mildly Disagree 16; 19.8% Strongly Agree

Replies 67; Mean 2.97; Std Dev 1.63

38

Q69: Okay to wait if had wifi and couches.

Okay to wait if had wifi and couches.

3; 3.7% Strongly Disagree 12; 14.8% Mildly Agree 14; 17.3% No Answer5; 6.2% Disagree 14; 17.3% Agree7; 8.6% Mildly Disagree 26; 32.1% Strongly Agree

Replies 67; Mean 2.40; Std Dev 1.50

Q70: Atmosphere increases quality.

Atmosphere increases quality.

1; 1.2% Strongly Disagree 18; 22.2% Mildly Agree 14; 17.3% No Answer2; 2.5% Disagree 22; 27.2% Agree4; 4.9% Mildly Disagree 20; 24.7% Strongly Agree

Replies 67; Mean 2.24; Std Dev 1.13

Q71: Would participate in fundraisers.

Would participate in fundraisers.

1; 1.2% Strongly Disagree 13; 16.0% Mildly Agree 14; 17.3% No Answer4; 4.9% Disagree 13; 16.0% Agree4; 4.9% Mildly Disagree 32; 39.5% Strongly Agree

Replies 67; Mean 2.07; Std Dev 1.31

Q72: Increase quality if offered dine in bowls.

Increase quality if offered dine in bowls.

4; 4.9% Strongly Disagree 17; 21.0% Mildly Agree 14; 17.3% No Answer10; 12.3% Disagree 3; 3.7% Agree

23; 28.4% Mildly Disagree 10; 12.3% Strongly Agree

Replies 67; Mean 3.48; Std Dev 1.39

Q73: Go to restaurant b/c images on social media

Go to restaurant b/c images on social media

4; 4.9% Strongly Disagree 18; 22.2% Mildly Agree 15; 18.5% No Answer4; 4.9% Disagree 13; 16.0% Agree6; 7.4% Mildly Disagree 21; 25.9% Strongly Agree

Replies 66; Mean 2.56; Std Dev 1.48

39

Q74: If had calorie count, come more often.

If had calorie count, come more often.

7; 8.6% Strongly Disagree 15; 18.5% Mildly Agree 16; 19.8% No Answer10; 12.3% Disagree 9; 11.1% Agree14; 17.3% Mildly Disagree 10; 12.3% Strongly Agree

Replies 65; Mean 3.40; Std Dev 1.56

Q75: One other product or flavor Da Fruiteas should offer:

One other product or flavor Da Fruiteas should offer:

9; 11.1% Other 3; 3.7% Juicing 1; 1.2% Mango topping4; 4.9% Watermelon flavors 2; 2.5% More boba options 1; 1.2% Seasonal flavors3; 3.7% Lynchee 2; 2.5% More fruit smoothies 56; 69.1% No Answer

Replies 25

Q76: Pleas state at least ONE thing you think Da Fruiteas can improve upon.

One thing that Da Fruiteas can improve upon:

12; 14.8% Other 2; 2.5% More flavored teas7; 8.6% Menu size 1; 1.2% More natural6; 7.4% Lower prices 1; 1.2% Music loudness6; 7.4% Decorations 1; 1.2% More discounts/rewards4; 4.9% Seating 1; 1.2% Order wait time4; 4.9% Wifi 37; 45.7% No Answer2; 2.5% Calorie sensitive

Replies 44

Q77: What is your overall satisfaction of Da Fruiteas?

What is your overall satisfaction of Da Fruiteas?

0; 0.0% Rated 1 0; 0.0% Rated 4 1; 1.2% Rated 7 39; 48.1% Rated 100; 0.0% Rated 2 0; 0.0% Rated 5 8; 9.9% Rated 8 16; 19.8% No Answer0; 0.0% Rated 3 1; 1.2% Rated 6 16; 19.8% Rated 9

Replies 65; Mean 9.40; Std Dev 0.88

40

VI. Major Findings and Conclusions

Breakdown of Survey Respondents: Who Filled Out The Survey Major Finding A: What can Da Fruiteas do to cause customers to come in more often? Major Finding B: Customer Overall Satisfaction with Da Fruiteas Major Finding C: Areas of Low Satisfaction Major Finding E: Customer Desires for the Menu Major Finding D: How can the atmosphere increase customer satisfaction? Major Finding F: Increasing Awareness of Da Fruiteas

41

VI. Major FindingsBreak Down of Survey Respondents

"Who Filled Out The Survey"

Q1: What is your gender?

Figure 1:

Finding: 61 out of 81 respondents are female.

What is your gender?

Male20

Female61

Q4. What is your age?

Figure 2:

Finding: 49 (22 + 27) out of 81 respondents are between the ages of 15-25.

0.0 10.0 20.0 30.0 40.0Frequency (%)

What is your age?

11-14

15-18

19-25

26-45

46-54

Other

3

22

27

22

6

1

42

Q3: Do you live in the La Habra/Whittier area?

Figure 3:

Finding: 58 out of 81 respondents live in the La Habra/Whittier area.

Do you live in La Habra/Whittierarea?

YesNoTotals

582381

Q9: Have you ever referred someone to Da Fruiteas?

Figure 4:

Finding: 69 out of 81 respondents have referred someone to Da Fruiteas.

0.0 20.0 40.0 60.0 80.0 100.0Frequency (%)

Have you ever referred someone to Da Fruiteas?

Yes

No

Not Applicable

69

12

0

43

Q4: What source do you value most in deciding to try a juice shop?

Figure 5:

Finding: 32 out of 67 respondents value social media the most in deciding to try a newjuice shop.

What source do you value mostin deciding to try a new juiceshop?

YelpCompany WebsiteSocial MediaTotals

305

3267

Q11: Are you aware of the Da Fruiteas punch card?

Figure 6:

Finding: 51 out of 81 respondents are NOT aware of the Da Fruiteas punch card.

Are you aware of the Da Fruiteas punch card?

Yes30

No51

44

Q8: Who do you usually come to Da Fruiteas with?

Figure 7:

Finding: 30 out of 77 respondents come to Da Fruiteas with school friends.

Who do you usually come to Da Fruiteas with? (Check one)

Alone24

School friends30

My kids20

Co-workers3

Q3: Do you usually dine in or take it to go?

Figure 8:

Finding: 60 out of 79 respondents usually take their bowl/drink to go.

0.0 20.0 40.0 60.0 80.0Frequency (%)

Do you usually dine in or take it to go?

Dine in

To-go

19

60

45

Major Finding AWhat can Da Fruiteas do to cause customers to come in more often?

Q2: When do you usually come to Da Fruiteas?

Figure 9:

Finding: 34 out of 72 respondents visit Da Fruiteas after work or school.

0.0 10.0 20.0 30.0 40.0 50.0Frequency (%)

When do you usually come to Da Fruiteas? (Check one)

After work/school

Lunch

Late night snack

Dinner

After a workout

Other

34

19

8

6

3

2

46

Q65: " I would rather Da Fruiteas be open earlier than later."

Figure 10:

Finding: 39 (9+11+19) out of 67 respondents AGREE that they would rather Dafruiteas be open earlier than later.

Conclusion: In reference to figure 9 and 10, this may suggest that since 34 out of 72respondents visit Da Fruiteas after work or school, those respondents will be in the areabefore work/school as well. This may suggest that Da Fruiteas change their hours toaccomidate the majority who prefer it to be open earlier instead of later.

0.0 5.0 10.0 15.0 20.0 25.0 30.0Frequency (%)

Rather open earlier than later.

Strongly Disagree

Disagree

Mildly Disagree

Mildly Agree

Agree

Strongly Agree

5

9

14

9

11

19

47

Q65: Entire survey of ONLY respondents who AGREE Da Fruiteasshould be open earlier rather than later.

Figure 11: A select filter was run on ONLY customers who AGREE that Da Fruiteasshould be open earlier rather than later. There are a total of 39 (9+11+19) who are inagreement with this statement. This select filter shows who these customers are tounderstand the importance of their opinion.

Finding 1: 23 out of 39 respondents live in the La Habra/Whittier area.

Finding 2: 14 out of 35 respondents come to Da Fruiteas during lunch.

Finding 3: 11 out of 35 respondents come to Da Fruiteas after work or school.

Finding 4: 25 out of 36 respondents come with othe individuals.

Finding 5: 15 out of 39 respondents spend between $10-$15 per visit.

Finding 6: 13 out of 39 respondents have come to Da Fruiteas 3-6 times in the lastmonth.

Finding 7: 11 out of 39 respondents have come to Da Fruiteas 6-10 times in the lastmonth.

Finding 8: 13 out of 39 respondents are between the ages of 15-18.

Finding 9: 10 out of 39 respondents are between the ages of 19-25.

Finding 10: 16 out of 23 respondents ranked health as the numer 1 or 2 reason forcoming to Da Fruiteas.

Finding 11: 36 out of 36 respondents rated overall satisfaction of Da Fruiteas an 8 orhigher.

Conclusion: According to figure 10 and 11, this may suggest Da Fruiteas be openearlier rather than later because those who AGREE with this statement generally live inthe area, go to Da Fruiteas during work or school hours and are therefore in the areabefore work or school. The majority come with multiple people, a large portion spendbetween $10-$15 per visit, come frequently already, value health as the most importantreason for coming to Da Fruiteas and are highly satisfied. Those who AGREE that DaFruiteas should be open earlier rather than later are valuable customers.

48

Q9: How many times in the last month have you visited Da Fruiteas?

Figure 12:

Finding: 45 out of 81 respondents have been to Da Fruiteas 3-25 times in the lastmonth.

0.0 10.0 20.0 30.0 40.0Frequency (%)

How many times in the last month have you visited Da Fuiteas?

First Time

1-2

3-5

6-10

11-25

15

21

26

16

3

Q9: ONLY those who havecome 1-2 times in last month

X Q11-40: Satisfaction

Figure 13:

Finding 1: Customers who havecome to Da Fruiteas 1-2 times in thelast month rated Satisfaction ofbowl price 7.37/10.

Finding 2: These respondentsrated Satisfaction of their ability toverbilize complaints 8.12/10.

SAT of bowl priceMean

SAT of complaintsMean

1-2

7.37

8.12

Q9: ONLY those who havecome 3-25 times in last month

X Q11-40: Satisfaction

Figure 14:

Finding 1: Customers who have cometo Da Fruiteas 1-2 times in the lastmonth rated Satisfaction of Bowl Price8.21/10.

Finding 2: These respondents ratedtheir Satisfaction of ability to verbilizecomplaints 9.13/10.

SAT of bowl priceMean

SAT of complaintsMean

3-25

8.21

9.13

Conclusion: According to figure 13 and 14 this may suggest that those who come to DaFruiteas less frequently are less satisfied with bowl price, the study environment, andtheir ability verbilize complaints. This may suggest these issues need to be addressed inorder to cause customers to come in more frequently.

49

Q9: Entire survey of ONLY respondents who have been to Da Fruiteas3-25 times in the past month.

Figure 15: A select filter was run on ONLY customers who have been to Da Fruiteas 3-25 times in the last month. There is a total of 45 respondents. This select filter showswho the frequent customers, why they are frequent customers, and areas ofimporovement for Da Fruiteas most valuable customers.

Finding 1: 29 out of 45 respondents are between the ages of 15-25.

Finding 2: 12 out of 41 respondents usually come alone.

Finding 3: 18 out of 41 respondents usually come with school friends.

Finding 4: 20 out of 45 respondents are aware of the Da Frutieas punch card. Thereare only 30 out of the 81 total surveyed who are aware of the punch card. (Figure 6)

Finding 5: 38 out of 41 respondents AGREE that they would try new things if therewere more pictures of products.

Finding 6: 31 out of 41 respondents AGREE a to-go/handheld menu would simplifytheir ordering process.

Finding 7: 33 out of 41 respondents AGREE it is important to watch their order beingmade.

Finding 8: 36 out of 41 DISAGREE they rather reduce noise by having the blenders inthe back.

Figure 9: 18 out of 38 respondents AGREE if calorie counts were provided they wouldcome to Da Fruiteas more often.

Finding 10: 26 out of 40 respondents DISAGREE that they never communicate withthe employees when their order is made wrong.

Finding 11: 26 out of 40 AGREE they rather Da Fruiteas be open earlier rather thanlater.

Finding 12: 37 out of 41 respondents AGREE they would participate in a local schoolfundraiser.

Conclusion: This may suggest that the most frequent customers are those who arehigh school and college age and those who come alone and with school friends. Themajority of those who are aware of the punch card are frequent customers. Thesefrequent customers would try new things more often if there were more pictures ofproducts and would appreciate a hand held menu. They are satisfied with the noise levelas is, desire calorie counts, for Da Fruiteas to be open earlier, and would paricipate in alocal school fundraiser at Da Fruiteas. They are satisfied potentially because themajority communicate with the employees when their order is made wrong.

50

Q67: Come to Da Fruiteas just to try a new product of the month.

Figure 16:

Finding: 50 (20+13+17) out of 68 respondents AGREE they would come to DaFruiteas just to try a new product of the month.

Conclusion: This may suggest if Da Fruiteas advertised a new product of the month,customers would come more often.

Come in for new product of month.

Strongly Disagree2

Disagree6

Mildly Disagree10

Mildly Agree17

Agree13

Strongly Agree20

51

Q64: "If Juicing was offered I would come to Da Fruiteas moreoften."

Figure 17:

Finding: 39 (19+7+13) out of 66 respondents AGREE that they would come to DaFruiteas more frequently if juicing was offered.

0.0 5.0 10.0 15.0 20.0 25.0 30.0Frequency (%)

If had Juicing, would come more.

Strongly Disagree

Disagree

Mildly Disagree

Mildly Agree

Agree

Strongly Agree

6

6

15

19

7

13

52

Q64: Entire survey of ONLY respondents who AGREE they wouldcome more to Da Fruiteas more often if juicing was offered.

Figure 18: A select filter was run on ONLY customers who AGREE they would come toDa Fruiteas more often if juicing was offered. There are a total of 39 (19+7+13) who arein agreement with this statement. This select filter shows who these customers are tounderstand the importance of their opinion.

Finding 1: 27 out of 39 respondents live in the La Habra/Whittier area.

Finding 2: 15 out of 39 respondents typically spend $10-$35 per visit.

Finding 3: 27 out of 38 respondents usually come with another individual.

Finding 4: 30 out of 36 respondents rated IMPORTANCE of the nutritional value ofsmoothies 8 and higher.

Finding 5: 10 out of 35 respondents rated SATISFACTION of allergy/diet sensitivity 7and below.

Finding 6: 19 out of 38 respondents AGREE they would recommend Da Fruiteas moreif gluten free granola was offered.

Conclusion: According to figure # and #, this may suggest that Da Fruiteas shouldoffer juicing because the customers who AGREE they would come more often if juicingwas offered are generally those who live in the area, who are willing to spend money atDa Fruiteas, and who typically come with other individuals. The nutritional value ofsmoothies are important to these respondents. Juicing may improve these individuals'satisfaction with Da Fruiteas' allergy/diet sensitivity. Another potential way to improvetheir dissatisfaction with the allergy/diet sensitivity is by offering gluten free granola.

53

emily briggs

Major Finding BCustomer Overall Satisfaction with Da Fruiteas

Q76: What is your overall satisfaction with Da Fruiteas?

Figure 19:

Finding: 39 out of 65 respondents rated their overall satisfaction of Da Fruiteas a 10.

Conclusion: This may suggest that the customers are highly satisfied with theirexperience at Da Fruiteas.

What is your overall satisfactionof Da Fruiteas?

Rated 1Rated 2Rated 3Rated 4Rated 5Rated 6Rated 7Rated 8Rated 9Rated 10TotalsMean

00000118

163965

9.40

54

Q79: Entire survey of ONLY customers who rated overall satisfaction a 10

Figure 20: A select filter was run on ONLY customers who rateed Overall Satisfaction a10. There is a total of 39 respondents. This select filter shows who and why thesecustomers are the most satisfied.

Finding #1: 32 out of 39 respondents are female.

Finding #2: 28 out of 39 respondents are between the ages of 15-25.

Finding #3: 20 out of 39 respondents AGREE that Da Fruiteas is a place to hang outand never to study.

Finding #8: 25 out of 39 respondents rated their satisfaction of the music a level 10.

Finding #9: 15 out of 23 respondents rated health as the 1 or 2 reason they come to DaFruiteas.

Figure #10: 11 out of 24 respondents rated the teas as the 1 or 2 reason they come toDa Fruiteas.

Finding #11: The mean of bowl price SATISFACTION is 8.22. This is compared to thetotal surveyed respondents ' mean of 7.85 in their satisfaction of bowl price. (Seefigure 23)

Finding #12: 26 out of 38 disagreed that they never communicate when their order ismade wrong.

Conclusion: This may suggest that those who are most satisfied with Da fruiteas arefemale students who are satisfied with the atmosphere of Da Fruiteas being a place tohang out and not to study. These customers may be highly satisfied because theycommunicate with the employees when their order is made wrong and are satisfied withthe price of bowls. These customers come to Da Fruiteas for health reasons.Additionally, considering that 11 out of 24 respondents rated the teas as the number 1 or2 reason for why they come to Da Fruiteas, taking the teas off of the menu may causedissatisfaction with some of the most satisfied customers.

55

Q43: Ranked Health a 1 or 2?

Figure 21:

Finding: 31 out of 51 respondents ranked health at a level of 1 or 2 reason for why theycome to Da Fruiteas in comparison to the other available options: convenience, mykids, variety of product, and the teas.

Conclusion: This may suggest that the majority of Da Frutieas customers come to DaFruiteas for health reasons. Because of this Da Fruiteas should continue to enhance itsfocus on health to best satisfiy the customers.

Ranked health 1 or 2?

Yes31

No20

56

Q43: Entire survey of ONLY respondents who ranked Health as thenumber 1 or 2 reason for coming to Da Fruiteas.

Figure 22: A select filter was run on ONLY customers who ranked health as thenumber 1 or 2 reason for coming to Da Fruiteas. There are a total of 31 respondents.This select filter shows who these customers are, areas of importance and satisfactionfor them, as well as ways to improve their experience as health focused customers.

Finding 1: 26 out of 31 respondents are female.

Finding 2: 19 out of 31 respondents are betweent he ages of 15-25.

Finding 3: 13 out of 31 respondents spend between $10-$15 per visit.

Finding 4: 19 out of 30 respondents come with other individuals.

Finding 5: Their IMPORTANCE of explanation of products has a mean of 9.17/10.

Finding 6: 15 out of 26 respondents AGREE calorie counts would cause them to comein more often.

Finding 7: 14 out of 26 respondents AGREE that health benefit descriptions ofingredients would cause them to be more comfortable with price.

Finding 8: Their IMPORTANCE of bowl price is 8.07/10.

Finding 9: Their SATISFACTION of bowl price is 7.67/10.

Finding 10: Accuracy of order is the MOST important factor to these health focusedrespondents with a mean of 9.39/10.

Finding 11: Accuracy of order is also what these customers are MOST Satisfied in witha mean of 9.64/10.

Finding 12: Their overall satisfaction has a mean of 9.35/10.

Finding 13: 12 of these respondents listed factors of the atmosphere (Seating, menusize, wifi, and decorations) as ONE area of improvement for Da Fruiteas.

Finding 14: 4 of these respondens listed lower prices as ONE area of improvement forDa Fruiteas.

Finding 15: 24 out of 39 respondents AGREE they would come in more often if juicingwas offered.

Conclusion: This may suggest that Da Fruiteas direct their health focus to the highschool-college age female. These customers are highly valued as they are willing tospend money and typically come with other people than themself. These customersbelieve the explanation of the products are very important and desire furtherexplanation in health benefits and calorie count. This would cause them to be moresatisfied with the price. Overall these customers are highly satisfied, but believe DaFruiteas should improve their atmosphere and address the pricing issue.

57

Q11-40: What is Most-Least important to the Da Fruiteas customer?

Figure 23:

Finding 1: The most IMPORTANT factors to the Da Fruiteas customer are Ingredientquality with a mean of 9.46/10 and order accuracy with a mean of 9.38/10.

Finding 2: The least IMPORTANT factors to the Da Fruiteas customer are value of thewebsite with a mean of 6.65/10 and allergy/diet sensitivity with a mean of 6.63/10.

IMP of ingredientsMean

IMP of accuracyMean

IMP of knowledgeMean

IMP of menuMean

IMP of explanationMean

IMP of nutritionMean

IMP of wait timeMean

IMP of complaintsMean

IMP of musicMean

IMP of bowl priceMean

IMP of store frontMean

IMP of decoreMean

IMP of study environmentMean

IMP of websiteMean

IMP of allergy/dietMean

9.46

9.38

8.84

8.75

8.68

8.58

8.54

7.77

7.72

7.68

7.63

7.08

6.84

6.65

6.63

58

Q11-40: What are Da Fruiteas' Customers Most-Least Satisfied With?

Figure 24:

Finding 1: Da Fruiteas customers are most SATISFIED with the quality of theingredients receiving a mean of 9.58/10 and order accuracy with a 9.45/10.

Finding 2: The customers are least SATISFIED with the store front appearance havinga mean of 8.31/10 and price of the bowls with a 7.85/10.

Conclusion: In reference to figure 17 and 18, this may suggest that the reason theoverall satisfaction is high is because what is most important to the Da Fruiteascustomer: Ingredient quality, order accuracy, and employee product knowledge, is alsowhat the customers are most satisfied with.

SAT of ingredientsMean

SAT of accuracyMean

SAT of knowledgeMean

SAT of explanationMean

SAT of menuMean

SAT of nutritionMean

SAT of wait timeMean

SAT of complaintsMean

SAT of musicMean

SAT of allergy/dietMean

SAT of decoreMean

SAT of websiteMean

SAT of study environmentMean

SAT of store frontMean

SAT of bowl priceMean

9.58

9.56

9.53

9.32

9.13

9.03

8.86

8.86

8.76

8.55

8.38

8.36

8.32

8.31

7.85

59

Major Finding CAreas of Low Satisfaction

Q9: Have you ever referred someone to Da Fruiteas?

Figure 25:

Finding: 12 out of 81 respondents have NOT referred someone to Da Fruiteas.

0.0 20.0 40.0 60.0 80.0 100.0Frequency (%)

Have you ever referred someone to Da Fruiteas?

Yes

No

Not Applicable

69

12

0

Q9: ONLY those who have NOTrecommended Da Fruiteas X Q11-12

IMP/SAT of bowl price

Figure 26:

Finding 1: ONLY those who have notrecommended Da Fruiteas rankedImportance of bowl price a 9.29 out of10.

Finding 2: These respondents ratedSatisfaction of bowl price 7 out of 10.

IMP of bowl priceMean

SAT of bowl priceMean

*

9.29

7.00

Q9: ONLY those who have NOTrecommended Da Fruiteas X Q28-29

IMP/SAT wait time

Figure 27:

Finding 1: ONLY those who have notrecommended Da Fruiteas ratedImportance of order wait time a 9.22out of 10.

Finding 2: These respondents ratedSatisfaction of wait time 8.44 out of 10.

IMP of wait timeMean

SAT of wait timeMean

*

9.22

8.44

Conclusion: According to figure 25 and 26, this may suggest that these respondentsare dissatisfied because of their high importance and low satisfaction in bowl price andorder wait time.

60

Q13: Satisfaction of bowl price

Figure 28:

Finding: 27 (1+3+2+6+7+8) out of 72 resondents rated their satisfaction of bowl price7 and below.

SAT of bowl priceRated 1Rated 2Rated 3Rated 4Rated 5Rated 6Rated 7Rated 8Rated 9Rated 10Not ApplicableTotalsMean

0132678

134

271

727.85

61

Q9: Entire Survey of ONLY respondents who rated bowl price 7 andbelow.

Figure 29: A select filter was run on ONLY customers who rated bowl price 7 andbelow. There is a total of 27 respondents. This select filter shows who these customersare and possibilities to improve their experience by increasing the perceived value of theproducts.

Finding 1: 15 out of 27 respondents have come to Da Fruiteas 2 times or less in the lastmonth.

Finding 1: 12 out of 27 respondents rated satisfaction of decore 7 and below.

Finding 2: 12 out of 27 respondents rated satisfaction store-front appearance 7 andbelow.

Finding 3: 13 out of 27 respondents rated satisfaction of allergy/diet sensitivity 7 andbelow.

Finding 4: 12 out of 18 respondents ranked health as 1 or 2 reason for being a customerat Da Fruiteas.

Finding 5: 11 out of 24 respondents would recommend Da Fruiteas more if gluten freegranola was offered.

Finding 6: 12 out of 22 respondents AGREE that they would be more comfortable withprice if there were health descriptions of ingredients.

Finding 7: 15 out of 23 respondents DISAGREED that a 'for-here' bowl option wouldincrease the quality of the products.

Conclusion: This may suggest that if these respondents were more satisfied with theatmosphere and Da fruiteas' allergy/diet sensitivity, their perception of Da Fruiteas'product quality may increase and price may become less of a concern. It isrecommended to update the decorations and store-front appearance. It is alsorecommended to further educate the customers on the health benefits and possiblealergens. A 'for-here' bowl option would NOT increase this perceived quality accordingto the customers.

62

Q13: ONLY those who rated Bowl Price Satisfaction 7 and below XQ76: Recommendations for Improvement

Figure 30:

Finding 1: 2 respondents of ONLY those whose satisfaction of bowl price is 7 andbelow wrote, 'calorie sensitive' as the ONE thing Da Fruiteas should improve on.

Finding 2: 2 respondents of ONLY those whose satisfaction of bowl price is 7 andbelow wrote, 'Decorations' as the ONE thing Da Fruiteas should improve on.

Conclusion: This may further suggest that there is a correlation between customersatisfaction of price and their satisfaction of the atmosphere and allergy/diet sensitivity.

One thing that Da Fruiteas can improve upon:

3 Lower prices 2 Decorations 6 Other2 Calorie sensitive 3 Other

63

Q29: Satisfaction of Order Wait Time

Figure 31:

Finding: 13 (2+1+4+6) out of 72 respondents rated satisfaction of order wait time 7and below.

SAT of wait timeRated 1Rated 2Rated 3Rated 4Rated 5Rated 6Rated 7Rated 8Rated 9Rated 10Not ApplicableTotalsMean

0021046

108

410

728.86

Q69: Okay to wait if had wifi and couches

Figure 32:

Finding: 52 (12+14+26) out of 67 respondents AGREE that they wouldn't mindwaiting for their bowl/drink if Da Fruiteas had free wifi and couches.

Conclusion: This may suggest that the issue of wait time can be addressed by offeringcouches and free wifi.

0.0 10.0 20.0 30.0 40.0Frequency (%)

Okay to wait if had wifi and couches.

Strongly Disagree

Disagree

Mildly Disagree

Mildly Agree

Agree

Strongly Agree

3

5

7

12

14

26

64

Major Finding DCustomer Desires for the Menu

Q57. If there were more pictures of products, would try new things.

Figure 33:

Finding: 64 (22+27+15) out of 68 respondents AGREE that if there were morepictures of products they would try new things.

Conclusion: This may suggest that Da Fruiteas should provide more pictures of theirproducts to ease the decision making process for customers and to cause customers totry new products.

If had pictures, try new things.

Strongly Disagree1

Disagree0

Mildly Disagree3

Mildly Agree15

Agree27

Strongly Agree22

65

Q58: A to-go menu would simplify the order process

Figure 34:

Finding: 57 (13+21+23) of 68 respondents AGREE that a handheld/to-go menu wouldsimplify the order process.

To-go menu would simplify.

Strongly Disagree2

Disagree4

Mildly Disagree5

Mildly Agree23

Agree21

Strongly Agree13

66

Q76: ONLY those who listed menu size as improvement area X Q58: handheld menu would simplify order

Figure 35:

Finding: 7 (1+4+2) out of 7 respondents who ONLY listed 'menu size' as an area ofimprovent for Da Fruiteas AGREE that a to-go or hand held menu would simplify theirorder.

Conclusion: Referring to figure 41 and 42, this may suggest that Da Fruiteas shouldoffer a hand held menu. Those who are dissatisfied with the menu size would be moresatisfied.

To-go menu would simplify.Strongly DisagreeDisagreeMildly DisagreeMildly AgreeAgreeStrongly AgreeTotals

menusize

0001427

67

Q76: ONE thing Da Fruiteas could Improve on:Listed By Customers

* Note: Multiple answer percentage-count totals not meaningful.

Figure 36:

Finding: 7 out of 44 respondents wrote down Menu Size as the ONE thing DaFruiteas should improve upon.

Pleas state at least ONE thingyou think Da Fruiteas canimprove upon.

OtherMenu sizeLower pricesDecorationsSeatingWifiCalorie sensitiveMore flavored teasOtherTotals

1276644224*

Q75: One other product or flavor Da Fruiteas should offer: Listed by Customers

4 Watermelon flavors

3 Lynchee

3 Juicing

2 More boba options

2 More fruit smoothies

1 Mango topping

2 More flavored teas

12 Other

37 No Answer

Figure 37:

Finding: 4 out of 25 respondents AGREE that there should be watermelon flavoredproducts.

Conclusion: According to figure 35 and 36, this may suggest that Da Fruiteas addressthe listed suggestions by customers and add these flavors and products the customersdesire that aren't on the menu to increase customer satisfaction.

68

Q33: Satisfaction of allergy/diet sensitivity

Figure 38:

Finding: 10 (2+1+2+5) out of 69 respondents rated satisfaction of allergy/dietsensitivity 6 and below.

SAT of allergy/dietRated 1Rated 2Rated 3Rated 4Rated 5Rated 6Rated 7Rated 8Rated 9Rated 10Not ApplicableTotalsMean

200125894

381

708.55

69

Q9: Entire Survey of ONLY respondents who rated Satisfaction ofallergy/diet sensitivity 6 and below.

Figure 39: A select filter was run on ONLY customers who rated satisfaction ofallergy/diet sensitivity 6 and below. There is a total of 10 respondents. This select filtershows why these customers are not satisfied and ways to improve their satisfaction.

Finding 1: IMPORTANCE of bowl price is 7.6/10.

Finding 2: SATISFACTION of bowl price is 6.1/10.

Finding 3: 5 out of 8 respondents AGREE they would be more comfortable with priceif there were health descriptions of the ingredients.

Finding 4: IMPORTANCE of order wait time is 8.1/10.

Finding 5: SATISFACTION of order wait time is 7.3/10

Finding 6: 6 out of 7 respondents AGREE they would be okay with waiting for theirorder if there were wifi and couches available.

Finding 7: IMPORTANCE of store front appearance is 8.2/10.

Finding 8: SATISFACTION of store front appearance is 6.8/10.

Finding 9: IMPORTANCE of order accuracy is 8.8/10.

Finding 10: SATISFACTION of order accuracy is 7.9/10.

Finding 11: IMPORTANCE of ability to verbalize complaints is 7.7/10.

Finding 12: SATISFACTION of ability to verbalize complaints is 6.9/10.

Finding 13: 5 out of 10 respondents have been to Da Fruiteas just 1-2 times in lastmonth.

Finding 14: 5 out of 8 respondents would come to Da Fruiteas more often if juicingwas offered.

Finding 15: 5 out of 8 respondents AGREE they would recommend Da Frutieas more ifgluten free granola was offered.

Conclusion: Accoring to figure 37 and 38 this may suggest these respondents are notsatisfied with Da Fruiteas' allergy/diet sensitivity because there is a lack of trust in theorder accuracy and they don't feel they can verbilize when their order is made wrong.They are also dissatisfied with the price, wait time, and store front appearance whichcan possibly be addressed by adding health descriptions, wifi, and couches. Addingjuicing and gluten free granola may improve these respondents' satisfaction.

*Note: There are only 10 respondents in this select filter therefore findings may be lessrepresentative of the entire population. 70

Q33: ONLY those who rated 6 and below for allergy/diet satisfactionX

Q74: Desire calorie count

Figure 40:

Finding: 6 (1+3+2) out of 8 respondets who ONLY rated their satisfaction of DaFruiteas' allergy/diet sensitivity 6 and below AGREE that if there were calorie countsthey would come in more often.

Conclusion: Referring to table 38 and 40, this may suggest that by providing caloriecounts, those who are dissatisfied with Da Fruiteas' diet/allergy sensitivity will be moresatisfied.

If had calorie count, come more often.

sat allergy 6 and below

Strongly Disagree0

Disagree1

Mildly Disagree1

Mildly Agree2

Agree3

Strongly Agree1

71

Major Finding EHow can the atmosphere of Da Frutieas

increase customer satisfaction?

Q4: What is your age?

Figure 41:

Finding: 52 (3+22+ 27) out of 81 respondents are betweent the ages of 11-25.

0.0 10.0 20.0 30.0 40.0Frequency (%)

What is your age?

11-14

15-18

19-25

26-45

46-54

Other

3

22

27

22

6

1

72

Q4: Customers 11-25 yrs. X Q11-40: Importance of

atmosphere

Figure 42:

Finding 1: Customers who are 11-25yrs. rated Importance of'Explanation of Bowls/Drinks'9.13/10.

Finding 2: These respondents ratedImportance of 'Music Selection' 8.11out of 10.

IMP of knowledgeMean

IMP of explanationMean

IMP of musicMean

IMP of decoreMean

IMP of store frontMean

25-

9.15

9.13

8.11

7.55

8.09

Q4: Customers 26+ yrs. X Q11-40: Importance of

atmosphere

Figure 43:

Finding 1: Customers who are 26 years ofage and older rated Importance of'Explanation of Bowls/Drinks' 7.84 out of10.

Finding 2: These respondents ratedImportance of 'Music Selection' 7 out of 10.

IMP of knowledgeMean

IMP of explanationMean

IMP of musicMean

IMP of decoreMean

IMP of store frontMean

26+

8.24

7.84

7.00

6.20

6.80

Conclusion: According to figure 30 and 31, this may suggest that customers who are25 and under are more concerned with the atmosphere of Da Fruiteas, therefore theatmosphere should be directed towards the age demographic of 25 and under.

73

Q4. ONLY Ages 11-25 X Q.76 Areas of Improvement

Figure 44:

Finding: 15 (5+4+3+3) out of 33 respondents ONLY between the ages of 11-25 referredto elements of the atmosphere (decorations, menu size, wifi, and seating) for areas ofimprovement.

Conclusion: In reference to figure 29, 30, 31, and 32, this may suggest that the agegroup who is most concerned with the atmosphere of Da Fruiteas believes Da fruiteascan improve their atmosphere by improving decoration, menu size, seating, and byoffering wifi.

One thing that Da Fruiteas can improve upon:

7 Other 4 Menu size 2 Calorie sensitive5 Decorations 3 Seating 2 More flavored teas4 Lower prices 3 Wifi 3 Other

74

Q4. ONLY Ages 11-25 X Q63: "Da Fruiteas is a place to hang out,never to do work or study."

Figure 45:

Finding: 30 (8+12+10) out of 40 respondence who are ONLY between the ages of 11-25 AGREE that Da Fruiteas is a place to hang out, not to do work or study.

Conclusion: This may suggest the majority of Da Fruiteas customers are students whocome with their school friends and desire Da Fruiteas to be an environment for them tohang out in, not a place to do school work.

Place to hang out, not study.

11-25

Strongly Disagree4

Disagree2

Mildly Disagree5

Mildly Agree10

Agree12

Strongly Agree8

75

Q4. Age X Q14. IMP of study environment

Figure 46:

Finding: 22 (13+9) out of 44 respondents between the ages of 15-25 rated theimportance of having a study friendly environment at a 7 and below.

Conclusion: This may suggest that those who would be in search of a place to study donot believe it is imporant to have Da Fruiteas be a study environment.

IMP of study environmentRated 1Rated 2Rated 3Rated 4Rated 5Rated 6Rated 7Rated 8Rated 9Rated 10Not ApplicableTotalsMean

19-25What is your age?

403113100

110

246.54

15-18

32001122180

206.85

26-45

30112110171

186.59

46-54

000011011206

8.00

11-14

000000000202

10.00

55+

000010000001

5.00

76

Q59: Important to watch order being made

Figure 47:

Finding: 56 out of 68 respondents AGREE it is extremely important for them to watchtheir order being made.

0.0 10.0 20.0 30.0 40.0Frequency (%)

Important to watch order process.

Strongly Disagree

Disagree

Mildly Disagree

Mildly Agree

Agree

Strongly Agree

1

3

8

21

21

14

77

Q60: Rather reduce noise and move the blenders to the back

Figure 48:

Finding: 59 out of 68 respondents DISAGREED that they rather have the blenders bein the back to reduce noise.

Conclusion: According to figure 47 and 48 this may suggest that Da Fruiteas continueto make orders in front of the customers because they rather watch their order beingmade than reduce noise.

0.0 10.0 20.0 30.0 40.0Frequency (%)

Rather reduce noise.

Strongly Disagree

Disagree

Mildly Disagree

Mildly Agree

Agree

Strongly Agree

16

18

25

4

1

4

78

Q8: Who do usually come to Da Fruiteas with?

Figure 49:

Finding: 30 out 0f 77 respondents come to Da Fruiteas with school friends.

0.0 10.0 20.0 30.0 40.0Frequency (%)

Who do you usually come to Da Fruiteas with? (Check one)

Alone

School friends

My kids

Co-workers

24

30

20

3

Q8. Who do you come to Da Fruiteas with? X Q2. Dine in or To-go

Figure 50:

Finding: 10 out of 19 respondents who usually 'dine in' at Da Fruiteas come withschool friends.

Conclusion: In reference to figure numbers 49 and 50, this may further suggest thatDa Fruiteas should focus their atmosphere on students.

Who do you usually come to DaFruiteas with? (Check one)

AloneSchool friendsMy kidsOtherTotals

dinein

31051

19

79

Major Finding FIncreasing Awareness of Da Fruiteas

Q7. Most valuable source in deciding to try a new juice shop:

Figure 51:

Finding: 32 out of 67 respondents said social media is the most valuable source indeciding to try a new juice shop.

What source do you value mostin deciding to try a new juiceshop?

YelpCompany WebsiteSocial MediaTotals

305

3267

Q73: Will go to a restaurant because of their appealing food imageson social media

Figure 52:

Finding: 52 (18+13+21) out of 66 respondents AGREE they will go to a restaurant ifthey see an appealing food product posted by the restaraunt on social media.

Go to restaurant b/c images on social media

Strongly Disagree4

Disagree4

Mildly Disagree6

Mildly Agree18

Agree13

Strongly Agree21

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Q68: Would connect to Da Fruiteas social media ONLY to receive discounts.

Figure 53:

Finding: 43 (13+14+15) out of 67 respondents AGREE that they would connect to DaFruiteas' social media ONLY to receive discounts.

0.0 5.0 10.0 15.0 20.0 25.0Frequency (%)

Social media only for discounts.

Strongly Disagree

Disagree

Mildly Disagree

Mildly Agree

Agree

Strongly Agree

7

6

11

13

14

16

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Q64: Entire survey of ONLY respondents who AGREE they wouldconnect to Da Fruiteas' social media ONLY to receive discounts.

Figure 54: A select filter was run on ONLY customers who AGREE they would connectwith Da Fruiteas' social media ONLY to receive discounts. There is a total of 43respondents. This select filter shows who these customers are and why they may agreewith this statement.

Finding 1: 22 out of 43 respondents have come 3-10 times in the last month.

Finding 2: 16 out of 43 respondents are aware of the Da Fruiteas punch card. Thereare only 30 of the 81 total surveyed respondens who are aware of the Da Fruiteaspunch card. (See figure 11)

Finding 3: IMPORTANCE of bowl price is 8.25/10.

Finding 4: SATISFACTION of bowl price is 7.4/10.

Finding 5: 38 out of 42 respondents AGREE they go to a restaurant if they see anappealing food image posted by the restaraunt on social media.

Finding 6: 5 respondents wrote lower prices as ONE area of improvement for DaFruiteas.

Conclusion: This may suggest that those who would only connect to Da Fruiteas' socialmedia if they received discounts are dissatisfied with price. A large portion are aware ofthe punch card so they are making their own effort to get discounts. These respondentsagree that images on social media cause them to go to restaurants. By offering discountson social media these respondents may be more satisfied with the price and may comein more often because of their involvement on social media.

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Q67: If there was a new product of the month, would go to Da Fruiteas just to try it.

Figure 55:

Finding: 50 (20+13+17) out of 68 respondents AGREE that if there were a newproduct of the month they would come to Da Fruiteas just to try it.

Conclusion: According to figure 47, 48, 49, and 50 this may suggest that Da Fruiteascan increase their awareness and current customers will come in more often if DaFruiteas frequently posted appealing food images and advertised a new product of themonth on social media. To increase social media following Da Fruiteas should offerdiscounts to customers who connect with them.

0.0 5.0 10.0 15.0 20.0 25.0 30.0Frequency (%)

Come in for new product of month.

Strongly Disagree

Disagree

Mildly Disagree

Mildly Agree

Agree

Strongly Agree

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Q4: ONLY ages 11-18 X Q71: Would participate in a local schoolfundraiser.

Figure 56:

Finding: 20 (3+6+11) out of 22 respondents who are ONLY between the ages of 11-18AGREE they would participate in a local school fundraiser

Would participate in fundraisers.Strongly DisagreeDisagreeMildly DisagreeMildly AgreeAgreeStrongly AgreeTotals

11-18

10136

1122

Q8: ONLY those who usually come with kids X Q71: Wouldparticipate in a local school fundraiser.

Figure 57:

Finding: 14 (3+1+10) out of 16 respondents who ONLY usually come with their kidsAGREE they would participate in a local school fundraiser

Conclusion: According to figure 51 and 52, this may suggest that students and parentswould participate in a local school fundraiser. Considering figure 38, this may suggestthat social media is the best form of advertisement for fundraisers besides word ofmouth.

Would participate in fundraisers.Strongly DisagreeDisagreeMildly DisagreeMildly AgreeAgreeStrongly AgreeTotals

kids

01131

1016

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VII) Summary of Recommendations

Final Recommendations Purpose: The purpose of this section is to summarize all of the recommendations for Da Fruiteas based on the compilation of findings and conclusions found on the previous rates. This section of the report includes the remainder of the report’s limitations and recommendations for the client. Reminder of Limitations: The data is not fully conclusive because the research was not conducted primarily through exploratory research. Some present limitations include: Not a random sample group, but rather a convenience sample group was utilized. There was a limited time in which surveys were administered. There was a small sample size relative to the overall population of Da Fruiteas customers. The researcher was inexperienced in the market research process, therefore some questions were not relevant or misinterpreted by the population. There was a limited budget for the extensive research this project entailed. Lastly, customers may have chosen answers that were not accurate representations of their opinions. Recommendations:

Major Finding A: What can Da Fruiteas do to cause customers to come in more often?

ł It is recommended that Da Fruiteas be open earlier as opposed to later according

to customer demand (Figure 10). ł It is recommended that Da Fruiteas better market their punch card to increase

customer frequency (Figure 15). ł It is recommended Da Fruiteas address issues of bowl price and ability to

verbalize complaints to increase customer frequency (Figure 13-14). ł It is recommended that Da Fruiteas offer juicing, a new product of the month, an

appealing image on social media, and calorie counts in order for Da Fruiteas customers to come more often (Figure 15-17).

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Major Finding B: Areas of Customer Importance and Satisfaction

ł It is recommended that Da Fruiteas continue to accell in ingredient quality, order

accuracy, and employee product knowledge (Figure 23-24). ł It is recommended that Da Fruiteas not take teas off of the menu (Figure 20). ł It is recommended that Da Fruiteas continue to and further highlight their focus

on health (Figure 21). ł It is recommended that Da Fruiteas direct their health focus towards women

between the ages of 15-25 and increase those respondents’ satisfaction in price and atmosphere by providing health descriptions and calorie counts (Figure 22).

Major Finding C:

Areas of Low Satisfaction

ł It is recommended that those who have not recommended Da Fruiteas are dissatisfied with price and order wait time (Figure 26-27).

ł In order to increase satisfaction in price it is recommended to either lower prices, or provide health descriptions of ingredients and improve their decor in order to improve the perceived quality of Da Fruiteas (Figure 29-30).

ł It is recommended that Da Fruiteas provide wifi and couches in order to decrease the dissatisfaction of wait time (Figure 32).

Major Finding D:

Customer Desires for the Menu

ł It is recommended to provide more pictures of products in order to simplify the ordering process and for customers to be more willing to try new things (Figure 33)

ł It is recommended that Da Fruiteas provide a to-go or handheld menu for the convenience of those who take their order to-go and for those who are dissatisfied with the menu clarity. (Figure 34)

ł It is recommended to provide calorie counts, health descriptions of products, and make it easier for customers to complain in order to satisfy those who are unsatisfied with the calorie/diet sensitivity of Da Fruiteas (Figure 39).

ł It is recommended to consider the other products/flavors the customers listed as what they want that the menu does not have(Figure 37).

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Major Finding E: How can the atmosphere of Da Fruiteas increase customer satisfaction?

ł It is recommended that Da Fruiteas direct their atmosphere to the demographic

of those between the ages of 11-25 (Figure 42-43). ł It is recommended to improve the areas of atmosphere listed by the respondents:

Decoration, menu size, seating, and wifi (Figure 44). ł It is recommended that Da Fruiteas focus on creating a hang out environment as

opposed to a study friendly environment (Figure 45). ł It is recommended to keep the blenders out in the open as opposed to putting

them in the back to reduce noise (Figure 48).

Major Finding F:

Increasing Awareness of Da Fruiteas

ł It is recommended to frequently post appealing food images and advertised a new product of the month on social media in order to increase awareness (Figure 55).

ł It is recommended in order to increase social media following Da Fruiteas should offer discounts to customers who connect with them (Figure 53).

ł It is recommended that Da Fruiteas do fundraisers with local schools and advertise on social media (Figure 57).

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Recommendations For Further Research

ł It is recommended that Da Fruiteas leaves the surveys out for a longer duration of time in order to collect a larger sample size, giving all customers the knowledge of the existing survey and the option of filing it out, this will create more reliable research information.

ł It is recommended that Da Fruiteas creates a better explanation of question numbers 42-56, the ranking question. Reliable data on this question will allow Da Fruiteas to see what the main reasons the customers continue to come to Da Fruiteas are.

ł It is recommended to add ‘My parents’ as an option for question number 8 to ensure that each group is accounted for in the question, “Who do you come to Da Fruiteas with?”

ł It is recommended to add the question, “How many other people besides yourself do you typically pay for?” in order to understand the most valuable customers from a different perspective.

ł It is recommended to change question 6 from how much is spent per visit to how much is spent in the last month. As most of Da Fruiteas’ products are around the same price, the longer time period will allow for the most valuable customers to be understood more clearly.

ł It is recommended to ask in the demographics section to check what Da Fruiteas social media account the customer currently connects to, check all that apply, in order to further research the correlation between social media and content that is desired on social media.

ł It is recommended to add in a clause for question 9 for those who are first time customers, *would you recommend someone to Da Fruiteas? This is to ensure that the answers are credible.

ł It is recommended to ask what the customer typically purchases to then understand what each customer desires based off of those segments.

ł It is recommended to further explore potential rewards programs that will increase customer loyalty for Da Fruiteas besides the punch card in question 11.

ł It is recommended to ask more specific importance and satisfaction questions that could potentially bring in more money to Da Fruiteas if addressed.

ł It recommended to separate allergy sensitivity and diet sensitivity in question 33, as those areas of concern are very different and should not be lumped together.

ł It is recommended to add ‘social media activity’ on the importance and satisfaction section to see where Da Fruiteas should improve on social media.

ł In reference to question 71, It is recommended to further research how to best advertise school fundraisers as most of the respondents would participate, the question is what is the best way to raise awareness of them.

ł It is recommended to better clarify the meaning of question 70, as the data shows it may have been misunderstood. It should be changed to, “The store front, decorations, menu appearance, and seating improves the perceived quality of Da Fruiteas’ products.”

ł It is recommended to change question 66 to, “Health descriptions increase my trust in the quality of the ingredients,” as it correlates better with trust of quality than it does with price.

ł It is recommended to add in more potential areas of dissatisfaction on the scaled disagree to agree questions.

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