Donut Boom in Indonesia and the Proposed Marketing Strategy

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CHAPTER 2 – RESEARCH RESULT

The research result was analyzed using SPSS and qualitative methods. These are the results on customer preference, customer profile, and feedback.

2.1Customer Preference Statistical Analysis
The customer preference being investigated in this research is the preference in the variables of a donut café which drives customers to go to donut cafés. The main variables being analyzed are: product, price, situation in the café, and service. These main variables are divided into some sub variables. (Refer to figure 2.1)

Figure 2.1 The Research Variables and Sub variables From the data of the research, it is concluded that the most important variable that trigger the customers to go to donut cafés is firstly product, followed by price, service, and finally situation. (Refer to table 2.1)

RankVariableMean*
1Product1.71
2Price2.49
3Service2.6
4Situation3.2

*1=the most important; 4=the least important

Table 2.1 The Overall Customer Preference

2.1.1Rank I: Product
The variable that holds the most important position is product. However, this variable is divided into two sub variable: sweetness and taste. This section will see in a more specific point of view about this variable along with its sub variables.

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

RankSub VariablesMean*
1Sweetness1.72
2Texture1.77

*1=the most important; 2=the least important

Table 2.2 The Ranking of the Sub Variables of Product

Refer to table 2.2, it is concluded that the sweetness of the donut is more important than the texture of the donut.

2.Customer specific service preference from a donut café. The product that the research uses as a benchmark is the glazy donut of J-Co.

RankSub variableLabelMean (Pure)Mean (Rounding)
1SweetnessHow sweet is the donut?3.143*
2TextureHow soft is the donut's texture?2.392**

*1=not sweet at all; 2=somewhat sweet; 3=just nice; 4=too sweet **l=too soft; 2=somewhat soft; 3=just nice; 4=too hard

Table 2.3 Customer Perception towards J-Co Glazy Donuts

From the data, it is concluded that:
•The maximum queuing time that the customers prefer is only up to 10 minutes. This variable sits in the first rank of importance and should be taken care seriously. Therefore, to be able to increase customer satisfaction, the donut café has to obtain speed of service that will meet this 10-minute-queuing preference.

•The opening hour the customers prefer is at 8 AM.
From this result, it is shown that customers prefer donut cafés to open sooner. It is likely that customers perceive donut as one of the menu for their breakfast meal. Although this variable is the fifth rank, donut cafés have a possibility to have more sales if they open earlier to meet customer preference.

The closing hour the customers prefer is at 12 AM.
From this result, it is shown that customers prefer donut cafés to act as eating/hangout places until midnight. Although this variable is the fifth rank, donut cafés have a possibility to have more sales if they extend their business hour to meet this customer preference.

2.1.2Rank II: Price
The variable that holds the most important position is product. However, this variable is divided into two sub variable: sweetness and taste. This section will see in a more specific point of view about this variable along with its sub variables.

Sub variableLabelMean (Pure)Mean*
(Rounding)
1/unitDoes the difference in price per units among brands influences your buying decision?1.641* 2/dozenDoes the difference in price per dozen among brands influences your buying decision?1.491** 3PromotionDo you pay attention to (seasonal) discount packages offered by the donut café?1.371***

*1=yes; 2=no

From the data, it is concluded that:
•The maximum queuing time that the customers prefer is only up to 10 minutes. This...
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