Download - Consumer Behaviour Case study
A PROJECT REPORT ON CONSUMER BEHAVIOUR
REGARDING JUBILEE CAFETERIA
COURSE TITLECONSUMER BEHAVIOUR
MAS 314
SUBMITTED BYGROUP 5 MEMBERS
AYOADE OLUWASEYI(GROUP LEADER) – SMS/011/10765
FAREMI FUNMILAYO CHRISTIANA - SMS/011/10776
RABIU OLANREWAJU– SMS/012/12320
AKINTAYO FOLASHADE – SMS/012/11048
ABAYOMI
FASHOLA OLUWAFEMI JONATHAN – SMS/011/10777
LECTURER
MRS. ADETOLA
LIST OF CONTENTSChapter 1 Executive Summary
Chapter 2 Research Objectives
Chapter 3 Research Methodology
Chapter 4 Limitations
Chapter 5 Cafeteria List
Chapter 6 Data Analysis and Interpretation
Chapter 7 Recommendations and Conclusion
Chapter 8 Annexure
Chapter 9 Bibliography
CHAPTER 1
EXECUTIVE SUMMARY
This project takes a look into the consumer behavior of student using
Jubilee Cafeteria. The questionnaire and observation methodology was
adopted to help solve the research question, the study shows a report
of why, what and when students prefer to use Jubilee Cafeteria. A
comparison was also made among Jubilee Cafeteria and other
cafeterias in the school.
Jubilee Cafeteria is one of the Eight(8) cafeteria's in Bowen University,
Iwo, Osun. Located beside the new female hostel. The cafeteria gets
most of its customers from the new female hostel who are 400 Level
students of the school. Few of their customers are also from the male
hostel. On Sundays they get customers from all levels, after the school
chapel service.
CHAPTER 2
THE OBJECTIVES OF THE STUDY(RESEARCH
PROBLEM)
The research study is undertaken to find out the attitudes of the
consumer. There preferences, likes and dislikes. The objective of this
particular study are;
To study which cafeteria is mostly preferred by students based on
their choices.
To know the factors influencing student to use their cafeteria of
choice often.
To know what will make them prefer Jubilee Cafeteria over other
cafeteria.
To know the consumer behavior and why student use Jubilee
Cafeteria.
CHAPTER 3
RESEARCH METHODOLOGY
Research methodology is a way to systematically solve the research
problem.
Research Problem – Consumers preference about different cafeteria's
in Bowen University.
Sampling Plan – To sample students from all available departments
and level.
Sample Methods – Random simple sampling
Sample Size – 50
Primary Data Collection Tool – a. Questionnaire
b. Observation
Questionnaire Design:
The questionnaires are self administered, the survey is kept simple
and user friendly. Words used in questionnaire are made
understandable to all respondent. We made the questionnaire
questions based on the research problem.
Observation Study:
To find out more details about consumers and know information they
might not want to put on paper, students were observed in various
cafeteria.
CHAPTER 4
LIMITATIONS
While conducting the research we encountered the following
challenges.
Some respondents were not willing to fill the questionnaire.
Not all respondent filled all the question appropriately.
Some respondent were biased and were not willing to reveal the
their true opinion.
CHAPTER 5
CAFETERIA LIST
JUBILEE
MUNCHES
KEMI BEE
BLESSED
LONPUS
BUPAF
GLORY
Y2K
CHAPTER 6
DATA ANALYSIS AND INTERPRETATION
SEX
Sex is an important factor when consideration location and taste of
the students.
SEX FREQUENCY PERCENTAGE(%)
MALE 29 58
FEMALE 21 42
Interpretation: Analysis shows that 58% of respondent are male,
while female respondent are 42%.
AGE
AGE FREQUENCY PERCENTAGE
14-19 27 54.00%
20-24 21 42.00%
25-29 2 4.00%
MALE FEMALE0
5
10
15
20
25
30
35SEX OF RESPONDENT
58%
42%
SEX
FR
EQ
UE
NC
Y PERCENTAGE
Interpretation: The data shows that people of age group of
14-19 use the cafeteria more than any other age group. Age
group of 20-24 is 42%. while 25-29 is the lowest with just 2%.
LEVEL
LEVEL FREQUENCY PERCENTAGE
100 10 20.00%
200 8 16.00%
14-19 20-24 25-290
5
10
15
20
25
30
AGE OF RESPONDENT
PERCENTAGE
AGE
FR
EQ
UE
NC
Y
14-19 = 54%20-24 = 42%25-29 = 2%
300 23 46.00%
400 7 14.00%
500 2 4.00%
Interpretation: The data show the percentage of 100 level that
filled the questionnaire is 20%, 200 level is 16%, 300 level is
46%, 400 level is 14%, 500 level is 4%. 300 level students
filled the most of all in the questionnaire.
DEPARTMENT
Students from the following departments filled the questionnaire;
DEPARTMENT FREQUENCY PERCENTAGE
HISTORY AND INTERNATIONAL STUDIES
3 6.00%
04/09/1900 07/18/1900 10/26/1900 02/03/1901 05/14/19010
5
10
15
20
25
LEVEL OF RESPONDENT
LEVEL
FR
EQ
UE
NC
Y
PERCENTAGE
100 = 20%200 = 16%300 = 46%400 = 14%500 = 4%
LAW 3 6.00%
MASS COMMUNICATION 6 12.00%
ACCOUNTING 4 8.00%
ECONOMIC 3 6.00%
BANKING AND FINANCE 2 4.00%
CIT 3 6.00%
BUSINESS ADMINISTRATION 6 12.00%
MATH AND STATISTICS 3 6.00%
MEDICINE AND SURGERY 6 12.00%
BIOCHEMISTRY 3 6.00%
SOCIOLOGY 4 8.00%
AGRICULTURE 2 4.00%
PHYSICS 1 2.00%
MICROBIOLOGY 1 2.00%
Interpretation: The data shows that students from all the
major departments in the University filled the questionnaire.
FREQUENCY PERCENTAGE0
1
2
3
4
5
6
7
HISTORY AND INTER-NATIONAL STUDIES
LAW
MASS COMMUNICATION ACCOUNTING
ECONOMIC BANKING AND FINANCE
CIT BUSINESS ADMINIS-TRATION
MATH AND STATISTICS MEDICINE AND SURGERY
BIOCHEMISTRY SOCIOLOGY
AGRICULTURE PHYSICS
MICROBIOLOGY
STUDENTS WHO USE JUBILEE
RESPONSE FREQUENCY PERCENTAGE
YES 32 64.00%
NO 19 38.00%
Interpretation: The data shows 64% of the students who filled
the questionnaire use Jubilee Cafeteria while 38% do not.
DATA ANALYSIS FOR STUDENT WHO USE JUBILEE CAFETERIA
WHY THEY PREFER JUBILEE AND WHAT MAKES IT UNIQUE
OPTIONS FREQUENCY PERCENTAGE
THEIR SERVICE 10 15.15%
YES NO0
5
10
15
20
25
30
35
RESPONSE
Students who use Jubilee and those who do not.
RESPONSE
FR
EQ
UE
NC
Y PERCENTAGEYES = 64%NO = 38%
LOCATION 10 15.15%
TASTE 26 39.39%
SPACE/VENTILATION 6 9.09%
PRICE 4 6.06%
HYGIENE 10 15.15%
HOW OFTEN THEY VISIT JUBILEE
FREQUENCY OF VISIT FREQUENCY PERCENTAGE
OFTEN 9 28.13%
VERY OFTEN 9 28.13%
THEIR SERVICELOCATION
TASTESPACE/VENTILATION
PRICEHYGIENE
0
5
10
15
20
25
30
OPTIONS
FR
EQ
UE
NC
Y
RARELY 5 15.63%
OCCASIONALLY 9 28.13%
Interpretation: 9 people out of the total respondents use
Jubilee often, very often and occasional. While just 5 use it
rarely.
STUDENTS WHO USE OTHER CAFETERIA
19 Students with a total of 38% do not use jubilee
OFTEN VERY OFTEN RARELY OCCASIONALLY0
1
2
3
4
5
6
7
8
9
10
FREQUENCY OF VISIT
FR
EQ
UE
NC
Y
cafeteria, the rest of the survey on this part will be
focused on them.
WHY THEY PREFER OTHER CAFETERIA AND WHAT MAKES THEM
UNIQUE
OPTIONS FREQUENCY PERCENTAGE
LOCATION 7 15.40%
SPACE 2 4.40%
TASTE 18 39.60%
HYGIENE 4 8.80%
SERVICE 5 11.00%
PRICE 2 4.40%
CHOICE 7 15.40%
Interpretation: The data shows that student use other
cafeteria mostly because of taste.
LOCATION SPACE TASTE HYGIENE SERVICE PRICE CHOICE0
2
4
6
8
10
12
14
16
18
20
OPTIONS
FR
EQ
UE
NC
Y
HOW OFTEN THEY VISIT OTHER CAFETERIAS
FREQUENCY OF VISIT FREQUENCY PERCENTAGE
OFTEN 5 33.33%
VERY OFTEN 7 46.66%
RARELY - -
OCCASIONAL 3 20.00%
Interpretation: The data shows that students who don't use
Jubilee cafeteria, use other cafeteria's very often, often and
occasional.
OFTEN VERY OFTEN RARELY OCCASIONAL0
1
2
3
4
5
6
7
8
FREQUENCY OF VISIT
FR
EQ
UE
NC
Y
OTHER CAFETERIA OF CHOICE
CAFETERIA FREQUENCY PERCENTAGE
KEMI BEE 6 33.33%
BUPAF 3 16.67%
MUNCHES 4 22.22%
BLESSED 5 27.78%
Interpretation: The data shows that students who don't use
Jubilee use Kemi bee, Blessed, Munches and Bupaf.
KEMI BEE BUPAF MUNCHES BLESSED0
1
2
3
4
5
6
7
CAFETERIA
FR
EQ
UE
NC
Y
OBSERVATION
LOCATION AND CONVENIENCE
The study shows that students prefer to use cafeterias that are nearer to
their location.
EFFECT OF PRICE
Students also prefer to patronize cafeterias that give out at good
price, students are willing to walk to Jubilee cafeteria because of the
price benefit.
CHAPTER 7
RECOMMENDATIONS AND CONCLUSION
In the overall analysis of the data, Jubilee cafeteria is preferred by most male student
who have had the opportunity to use the cafeteria. Also the cafeteria has good customer
relations. The only limitation is their location, they are located in an area where student
cannot visit easily. Most student prefer convenience over taste or any other factor.
CHAPTER 8
ANNEXURE
Consumer ehaviour - MAS 314Project (Group 5)Mass Communication Department,Bowen University, Iwo.
NOTE: This is a questionnaire on THE STUDY OF CONSUMER'S BEHAVIOUR ON JUBILEE CAFETERIA. We need your sincere response to these items as they are going to be used purely for academic purposes. All responses will be treated with strict confidentiality.
Please read carefully and tick the [ ] to any question applicable to you.
SECTION A.
1. Sex: Male [ ] Female [ ]
2. Age: 14-19 [ ] 20-24 [ ] 25-29 [ ] 30 and above [ ]
3. Level: 100 [ ] 200 [ ] 300 [ ] 400 [ ] 500 [ ]
4. Dept: ________________________________
SECTION B.
5. Do you use Jubilee Cafeteria?
Yes [ ] No [ ]
6. If Yes/No, why? Specify your cafeteria of choice if No.
_______________________________________________________
7. What makes your cafeteria of choice unique?
A. Their services B. Location C. Taste D. ChoiceSECTION C.
8. Why do you prefer your cafeteria of choice?
A. Space/Ventilation B. Taste C. Price D. Hygiene
9. How often do you visit the cafeteria of your choice?
A. Often B. Very Often C. Rarely D. Occasionally
10. What advantages does your cafeteria of choice have over other cafeterias?
___________________________________________________________
SECTION D.
11. What other cafeteria would you prefer If your cafeteria of choice is unavailable? _____________________________________________________________________
12. Why would you prefer the alternative cafeteria? _____________________________________________________________________
13. What would you like your cafeteria of choice to improve on? _____________________________________________________________________
For further comments, opinions, questions and observations, kindly express yourself below,___________________________________________________________
___________________________________________________________
CHAPTER 9
BIBLIOGRAPHY
HERE IS A LIST OF BOOK THAT WAS CONSULTED DURING THIS
RESEARCH.
1. CONSUMER BEHAVIOUR AND ADVERTISING
MANAGEMENT – MATIN KHAN