Bheerhugz café

Bheerhugz Café Ikeja Mall, Lagos

Consumer Patterns Research 2012

Bilesanmi Yusuf Oladipupo

Contents

• Introduction • Executive Summary • Section A

– Understanding Personalities

• Section B – Transportation

• Section C – Opinions about goods and services

• Section D – Affordability

• Vote of Thanks • Authors Biography.


Introduction


BhEERHUGZ CAFÉ is poised to deliver world-class cuisine and a relaxing ambience for the working business district area and residents of Ikeja and environs to unwind. They serve American, Caribbean, Soul Food and Seafood. Their bar and lounge lights up every night with something different, from a live band to Ladies nite. This research was carried out with the primary objective of understanding the needs of the customers in other to improve the service delivery model of Bheerhugz Café and discover various patterns which might make room for new business opportunities. The research was designed in a questionnaire format and carried out through 29th September 2012 till 8th October 2012. 60 questionnaires were handed down to different groups of clients that came to dine at the café. Upon data collection, we carried out a detailed quantitative analysis and put the results in an easy to read and understand format. We imbibe the use of information designs to make it a fun read for all prospective readers. We do hope you enjoy reading it as much as we did enjoy working on it and also that you find interesting patterns that will add value to your business and service delivery models. Thank you Yusuf


47% 53%

Customers at Bheerhugz Café, Ikeja Mall are within the Age bracket of 21-40 years, mostly Nigerians and few foreigners. There is a fair balance between male and female customers, most of them are single, others engaged and married. Most of the employees are public servants that earn between 30K – 80K monthly.

Most people visit the Mall twice a week in their own car while others come by public transport. They travel a distance of about 45 minutes to the mall with their friends to buy different products, snacking and window shopping. Most customers look forward to the availability of a Cinema and Disco Hall within the mall. There was also an interesting indication of bicycle parks in the parking lot to make room for ease of access for those who live close by.

Furniture are deemed as being very expensive and clothes, bags and other accessories are also considered as expensive. Food, snacks and cosmetics are estimated to be affordable while electronic gadgets is ranked between affordable and very expensive.

Most shoppers expend about 10K-30K monthly on shopping and save about 10K-50K. Moreover, 67% of shoppers will be glad to pay in installments for goods and services within a period of about 3-6 months from initial purchase.

Executive Summary

Section A -Understanding Personalities

• This set of 7 questions where designed to understand the – – Age Range

– Nationality

– Sex (Masculine / Feminine)

– Marital Status

– Job Status

– Profession

– Income

Of all the participants in the questionnaire


2% 9%

41%

37%

9% 2%

0%

Age Range

10 – 15

16- 20

21- 30

31- 40

41- 50

51 - 60

61 – 70

Most of the customers at Bheerhugz café are within the age bracket of 21- 40 Years of age. This is a student - working class group of people.


87%

2% 11%

Nationality

Nigerian

Foreigner

No Response

Due to the growing community of foreigners in Nigeria, we deemed it fit to know who was answering the question and how that might influence their answers.


53%

47%

Sex

Male

Female

We did have more male than female, which probably indicates that the ladies come along with their friends or lovers.


47% 53%

38%

11%

29%

20%

2%

Marital Status

Single

In a relationship

Engaged

Married

Divorced

Most of our participants are still single, the second largest group of people are engaged while the third are married followed by a lower fraction who are presently in a relationship and a minimal 2% divorced people.


6%

40%

29%

9%

7%

9%

Job Status

Student

Employee

Employer

Retiree

Others

No Response

Most of the participants are employees, the 2nd largest group are employers. 2 groups share the 3rd position (retirees and those who do not respond). Others follows with a 7% and students occupy a 6 percentile.


Given its location, which is directly adjacent to the Lagos State Secretariat, most of the participants are public servants. Seconded by individuals from the entertainment industry. The 3rd group in place are people in the Engineering and Telecom industry. The 4th group are those in catering, info science profession and those who selected others. The 5th are those in the banking sector. The last group is shared by individuals in the field of education, law, medicine and Travel consulting. 1 person failed to respond.

9%

7%

27%

2%

20%

4%

7%

9%

2%

2% 2% 7%

2%

Profession Engineer

Information Science

Public Servant

Education

Entertainment

Banking

Catering

Telecoms

Lawyer

Doctor

Travel Consultant

Other

No Response


15%

27%

22%

20%

7%

9%

Average Income

10,000- 30,000

31,000 – 50,000

51,000 – 80,000

80,000 – 100,000

above

No Response

Monthly, most participants earn about 31K-50K, followed by a group that earns 51K-80K and the 3rd in place are those that earn 80K-100K. A fraction of 7% earn above 100K monthly. 15% earns between 10K-30K while 9% did not respond to the question.


N

Section B- Transportation

The Second section of the research looks into how people commute down to Ikeja Mall and Shoprite Ikeja.


This set of 7 questions where designed to inquire about- • Frequency of trips to the mall • how individuals commute to the mall • Travel time to Mall • Who they go shopping with • What they often do in the mall • Other goods and services….

Participants visit the Mall at least twice a week. The 2nd group visits at least once a month while the 3rd fraction visits everyday and the last percentile (11%) visits once in 2 months.

22%

38%

29%

11%

How often do you come to Shoprite

Every day

twice in a week

once a month

others


October, 2010

Su Mo Tu We Th Fr Sa

26 27 28 29 30 1 2

3 4 5 6 7 8 9

10 11 12 13 14 15 16

17 18 19 20 21 22 23

24 25 26 27 28 29 30

31 1 2 3 4 5 6

31%

18%

6%

38%

7%

How do you commute to Shoprite

Public Transport (Bus,Okada, etc.)

Taxi

Friend’s Car

Your Car

others…………………………….

Most people commute to the Mall by their own private cars while the 2nd fraction commutes by public transport which precisely means (Bus, Okada etc.) The 3rd fraction commute by Taxi. 7% selected other, which means they probably walk down to the Mall while a group of 6% commute in their friends car.


Most people travel a distance of about 45 minutes whenever they have to visit the mall. The 2nd largest group travels 30 minutes while the 3rd largest group travels for about an hour to the mall. A fraction of 11% of people travel within the distance of about 15 minutes while a group of 2 % travel well above an hour.

11%

31%

38%

18%

2%

How long does it take to commute to the mall

Less than 15 Minutes

Within 30 Minutes

Within 45 Minutes

Within an hour

others


Most of the participants go shopping with their friends, the 2nd largest fraction goes shopping with their families. The 3rd fraction goes shopping with their loved ones (boyfriend or girlfriend). 4% go shopping with everyone. 7% failed to respond to the question and none of the participants go shopping with their house helps.

53%

27%

9%

0% 4%

7%

Who do you go shopping with?

Friends

Family

Boyfriend or Girlfriend

House help

Everybody

No Response


24%

22% 36%

5%

13%

What do you often do in Shoprite

Window Shop

Buy snacks and food

Buy different products

Render services

Others

Most of the participants come to buy various products at the mall, some come for food and snacks while a group of 24% come in to window shop. 5% render services within the mall and 15% selected others.


A fraction of 31% would like to have a Cinema within the mall and another 16% would like to have a disco hall within the mall. A group of 4% would like to see a car shop within the mall.

31%

16%

4% 2% 2%

2% 2%

2%

39%

Other goods and services you would like to see in the Mall?

Cinema

Disco Hall

Car Shop

Bicycle

Swimming Poll

Games

Bread

Others

No Response

Interestingly, a group which respectively represent 2% each would like to have a bicycle park, a swimming pool, games, bread. Another 2% selected others while a 39% did not respond to the question.


Section C- Opinions about goods and services

in the Mall


2 groups which represented 31% respectively deemed furniture in the mall as affordable and very expensive. A fraction of about 29% believed the furniture’s in the mall are expensive and 9% did not respond to this question.

31%

29%

31%

9%

Furniture

Affordable

Expensive

Very expensive

No Response


46% estimates the clothes, bags and accessories to be expensive which is followed by a 27% fraction that deems it affordable. 20% considers it very expensive and a group of 7% did not respond to this question.

27%

46%

20%

7%

Clothes, Bags and Accessories

Affordable

Expensive

Very expensive

No Response


60% deem the food and snacks sold within the mall as affordable. 18% considers it as expensive and 15% judges it as very expensive and a 7% fraction did not respond.

60% 18%

15%

7%

Foods and Snacks

Affordable

Expensive

Very expensive

No Response


A fraction of 42% deems cosmetics as affordable followed by a 31% that supposes it to be expensive and 20% considers it very expensive while 7% did not respond.

42%

31%

20%

7%

Cosmetics

Affordable

Expensive

Very expensive

No Response


42% considers electronic products as very expensive while 33% deems it affordable. 18% reckons it as expensive and a 7% did not respond.

33%

18%

42%

7%

Electronic Gadgets

Affordable

Expensive

Very expensive

No Response


Section D- Understanding individual affordable capability


This section of the research looks into the affordability levels of each individual customer-

This set of 4 questions inquire about- - Monthly shopping expenses - Monthly saving targets - Installment payment - Preferred period of repayment

On the average, monthly 62% expends 10K-30K followed by a 22% that expends 31K-50K. 5% expends 51K-80K, 2% expend 80K-100K and a fraction of 9% did not respond to the question.

62%

22%

5%

2% 0% 9%

Monthly Shopping expense

10,000- 30,000

31,000 – 50,000

51,000 – 80,000

80,000 – 100,000

above

No Response


38% saves 10K-30K monthly and 36% save 31K-50K monthly. 7% save 51K-80K and 4% claim to save above 100K monthly. 15% did not respond to this question.

38%

36%

7%

0% 4%

15%

Monthly Savings

10,000- 30,000

31,000 – 50,000

51,000 – 80,000

80,000 – 100,000

above

No Response


67% would like to pay for goods and services in installment while a 27% would prefer to pay at once. 6% did not respond to this question.

67%

27%

6%

Installment Payment Model for Goods and Services

Yes

No

No Response


29% would like to pay for purchased goods within a 3 month period while a 27% have depicted interest to pay within 6 months. 4% would like to pay between a period of 9 months and a 6% prefer a period of 12 months. 7% selected others while 27% did not respond.

29%

27% 4%

6%

7%

27%

Installment Payment Model preffered payment period

3 months

6 months

9 months

12 months

Others

No response


Vote of Thanks

I want to use this medium in thanking my darling wife Barrister Halimat Afolake Bilesanmi who worked with me through the quantitative analysis of the data, Mr Habeeb Akinsemoyin and Mr Abdulhakeem Sanni who worked closely with me in different capacities. I am indeed grateful for your support.


ご感謝しております！

For more information regarding this piece of work, please do feel free to direct your questions and comments to- [email protected], (+234) 806 032 7746

mailto:[email protected]


Yusuf Oladipupo Bilesanmi, is a Nigerian born and raised in Lagos. Started out his University education at Lagos State University as a Law Student but transferred to Japan due to his keen interest in Information Technology. In 2006, he enrolled at Ritsumeikan Asia Pacific University, Oita Ken, Japan where is undertook a Bsc in Information and Communications Technology under the crossover advanced program. He worked at the University’s Information’s Office and headed the Teaching Assistant team for IT classes in the University. He also established a student organization- Creativity in Technology which has served as a platform to enabling students turn class based learning into practical innovations and has worked closely with Microsoft as a Microsoft Student Partner and also as an intern. His Undergraduate research work addressed the mitigation of energy consumption in IT enabled classroom.

In 2010, he enrolled at Waseda Graduate School of Global Information and Telecommunications Institute for his Msc. His research work focused on Smart Grid Solutions- Time Based Energy Management Solution for Off grid communities. During his time at Waseda he again established an African Research Community- Engineering for Africa; which was designed to enable African Engineers in Japan design solutions that are suitable to their home countries and there by serve as a viable platform for technology transfer between Africa and Japan.

He is presently the Market and Life Research Manager at Panasonic Nigeria and he keeps working on smart city infrastructure planning and design solutions in Africa starting out with Lagos, Nigeria. * The above picture was taken at the Smart Society Symposium 2012 organized by Waseda GITS and JASSO (Japan) where he joined as a

panelist along with renowned Dr. Daniel M. Kammen of UC Berkly, Advisor to the Obama Administration on Energy Matters.

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