TABLE OF CONTENTSSECTION PAGEINTRODUCTION1Background on CCs Coffee House1CCs Coffee House Menu2CCs Coffee House on Burbank4Organization of the Report6

OBJECTIVES7Descriptive Research Objectives7Hypotheses and Sales Estimates8Differences Objectives8Relationship Objectives9

RESEARCH METHOD10Data Collection Method10Simulated Panel Data Used in this Project10Sample Design11Sample Size and Accuracy11Statistical Analysis12

DEMOGRAPHIC AND LIFE STYLE PROFILE FINDINGS13Respondents Gender14Student Classification15Student Status16Race18Age19Hours Devoted to Various Activities20General Life Style21CCs Coffee life style dimensions22

CCS COFFEE HOUSE CATEGORY FINDINGS23CCs Coffee House Purchases in the Typical Month23Use of CCs Coffee Companies24

CCS COFFEE HOUSE USAGE AND OPINIONS FINDINGS26CCs Coffee House Usage and Purchases in the Past Month26Recall of CCs Coffee House Advertising27Satisfaction with CCs Coffee House33

TABLE OF CONTENTSSECTION PAGEHYPOTHESIS TESTS AND SALES ESTIMATES34Hypothesis Tests34Sales Estimates for CCs Coffee House Purchases by LSU Students35

DIFFERENCES ANALYSES FINDINGS37Differences between LSU Female and Male Students37Differences between LSU Students by Where They Live39Differences by Other Characteristics40

RELATIONSHIPS ANALYSES FINDINGS41Identification of LSU Student CCs Coffee Buyer41Identification of CCs Coffee House LSU Student Target Market43Factors That Are Key to Satisfaction with CCs Coffee House44

SUMMARIES, CONCLUSIONS AND IMPLICATIONS46LSU Students Use and Evaluations of CCs Coffee House46LSU Students Recall of CCs Coffee House Advertising48Differences Between Types of LSU Students49CCs Coffee House Market Definition50CCs Coffee House LSU Target Market50Key Drivers to CCs Coffee House Success with LSU students51

TABLE OF FIGURESFIGURE PAGEFigure 1 Respondents Gender20Figure 2 Respondents Student Classification22Figure 3 Respondents with a Business Major23Figure 4 Respondents Dwelling Location24Figure 5 Respondents Employment Status25Figure 6 LSU Orders at CCs31Figure 7 Recall of CCs Coffee House Advertising32Figure 8 CCs on Burbank Store Convenience33Figure 9 Overall Satisfaction with CCs Coffee House36

TABLE OF TABLESTABLE PAGETable 1 Respondents Age23

Table 2 General Life Style Dimensions27

Table 3 Coffee-Specific Life Style Dimensions28

Table 4 Expenditures on Coffee Shop on a typical month29

Table 5 CCs on Burbank Purchases in a Typical Month30

Table 6 Performance of CCs on Burbank31

Table 7 What typical customers do after they make their purchase35

Table 8 Purchases from other Off-Campus shops36

Table 9 Annual Estimated Student sales from CCs on Burbank39

Table 10 Differences between LSU male and female students41

Table 11 Differences between On-campus and Off-campus LSU students43

Table 12 Determinants of any Coffee Shops Purchases by LSU students46Table 13 CCs on Burbank LSU Target Market Profile.....48Table 14 Key Performance Factors for LSU Students at CCs on Burbank50

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EXECUTIVE SUMMARYObjectives

This study was an investigation of how LSU students view CCs on Burbank; how much and what CCs items they purchase, and what constitutes CCs on Burbank LSU student target market.Method

A survey was conducted with a convenience sample of about 300 LSU students who filled out and submitted an Internet-based questionnaire.

Findings Highlights

CCs on Burbank accounts for over a quarter of LSU student coffee purchases, following behind Starbucks. These students make about 4.6 purchases per month and pay about $4.

LSU students place an order from CCs on Burbank slightly more than 32 thousand times per month and spend approximately $128,000.

The most popular item at CCs on Burbank is their coffee. This is followed by fresh pastries which still accounts for 1/3 of purchases.

The qualities CCs on Burbank need to try and improve or update are their customers comfort and the location of their building.

Overall, CCs on Burbank customers are dissatisfied with their experience.

The most recalled CCs on Burbank advertisement amongst LSU students was the CCs store sign. Following this are social media ads.

LSU male students spend more than female students. In comparison, LSU female students order the fresh food vs. the prepackaged food. Female students also have a slightly higher overall satisfaction than male students.

LSU females recall significantly more advertisements for CCs on Burbank.

Overall, off-campus students visit CCs on Burbank more than on-campus students whereas on-campus students recall more advertisement for CCs. CCs on Burbanks target market is LSU students who: do not like to add flavor to coffee, do not prefer coffee hot, do not like the taste of coffee purchased from coffee shops, do attend the same coffee shop, do worry about how many calories are in the coffee, do have hassle getting to a coffee shop, do have to drink coffee every day, lives off-campus, and are either a Sophomore, Junior, or Senior.

The target for coffee purchases is LSU students who: do not usually go with the crowd, do not enjoy socializing, do not like to study at coffee shops, do not prefer hot or iced coffee, does like the taste of the coffee I purchase from coffee shops, does have to drink coffee every day, lives off-campus and is female.

Conclusions and Implications

CCs on Burbank has a substantial share of the LSU students coffee shop purchases.

LSU students do not use the range of menu items available at CCs on Burbank: they tend to purchase coffee and fresh pastries. They do not utilize the already packaged items or gift cards.

CCs on Burbank should focus mainly on the qualities rated poor to improve their customers overall satisfaction. The aspects they need to focus on are location and comfort. While they may not be able to change their location, they could make their customers feel more comfortable which would improve their overall experience.

CCs on Burbank has a lot of improvements that are needed. Every consumer rated their overall experience with either dissatisfied or very dissatisfied. If they do not fix this, they could potentially lose their target markets attention, which would lead to a decrease in sales.

CCs on Burbank most effective advertising is their store signs, with almost every student recalling seeing one in the past month. Other advertisements that are still effective are social media ads, coupon books, radio, and flyers.

Most of the difference findings are logical. The males, who tend to consume more than females, spend more per visit. Females tend to be more health conscious than men prefer to purchase the fresh pastries over prepackaged material. It is also logical that majority of CCs on Burbank patrons live off-campus. This is because most people would need to drive to this location because of where it is located off of LSUs campus.

This is not the target market, but when pairing this information with the target market it gives a more well-rounded idea of the desired target audience for coffee shops in general. For instance, promotion themes should include: not going with the crowd, not socializing, not studying at coffee shops, and not promoting ice or hot coffee. They should focus on those that like the taste of coffee purchased at coffee shops, drink coffee every day, live off-campus, and are female.

CCs on Burbank can use this knowledge of the life style and demographic profile of its core customers to refine communication and promotional efforts. For instance promotions should: not promote adding flavors, not promote hot coffee, and not promote the taste of coffee purchased from coffee shops. They should look more in to a loyalty program because their patrons do like attending the same coffee shop. For example, promotions should: worry about how many calories are in the coffee, drinking coffee every day, and appeals to all ages. They should also look in to how much of a hassle their customers have accessing their shop. If it is too big of a hassle their customers may stop coming.

The findings of this analysis have identified two critical aspects of CCs on Burbank with respect to driving or very strongly influencing overall satisfaction with CCs on Burbank. CCs on Burbank should strive to improve these two factors as a means of increasing overall satisfaction.

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INTRODUCTIONThis document describes a team project that is a requirement of MKT 3413 (Marketing Research) taught by Dr. Alvin Burns at Louisiana State University. In this assignment, students were provided with general marketing research objectives, and each team chose a particular establishment to research within the context of a fictitious scenario that the establishment wishes to wishes to understand its LSU student target market. Thus, the marketing research project investigated the consumer behavior of Louisiana State University students with respect to the teams chosen topic. This team chose CCs Coffee House on Burbank as its establishment to research. The research team included the following members: Monica Andonie, Carissa Burch, Camille Pere, Nuria Ruiz, and Taylor Smith.Background on CCs Coffee House on Burbank[footnoteRef:1] [1: Source of this information and company graphics contained in this section is Community Coffees Website (http://www.communitycoffee.com/heritage).]

Community Coffee, also known as CCs, started out as a small country store in the early 1900s. The store was founded by Cap Saurage and his family with hopes to provide an easy and convenient way for his neighbors to buy coffee and other groceries in Baton Rouge, Louisiana. By 1919, Cap had discovered the perfect blend to sell to his neighbors, naming it Community Coffee because he was, indeed, selling it to his community. The Saurage family never imagined that their small country store would expand and become the largest family owned and operated retail coffee brand in America. It wasnt until 1995 that their first coffee shop opened called CCs Coffee House, which helped to further sell their community coffee to neighbors. The establishment was created with a vision to bring people together and show their support for the community they live in. As mentioned earlier, this was Caps focus in creating their first small country storebringing together the community. The vision of this business is to serve everyone better than anyone else.2 For the sake of this research project, we will be specifically focusing on the CCs Coffee House on Burbank in Baton Rouge, Louisiana. While many things have changed over the past 95 years at CCs, one thing hasnt, and thats their core values. Their values were the same as Caps values, focusing on family and communityvalues that bring people together! These values are believed to make Community Coffee superior to other brands due to the high levels of respect, integrity, and relationships. These values help the company to thrive and push towards creating the best-tasting and highest quality coffee for its customers. The values at CCs Coffee House are to be real, be exceptional, and be passionate.[footnoteRef:2] Again, these values are what have carved the way for this business being the largest family owned and operated retail coffee brand in America. [2: Source of this information and company graphics contained in this section is CCs Coffee House Website (http://www.ccscoffee.com/).]

CCs Coffee House MenuAccording to its website, CCs Coffee House offers a variety of beverages including coffee house classics, espresso classics, frozen favorites, iced classics, specialty tea selections, and kids selections. The menu also includes extras that can be added or substituted in the beverages listed above, such as, substituting soy milk for regular milk, and 9 flavors and 5 sugar-free flavors that the customer can choose from. Look to the graphic below for a more clear and detailed menu.

Exhibit 1: CCs Coffee House Menu

CCs Coffee House Location on Burbank DriveThere are eleven CCs Coffee House locations in Baton Rouge, but for this project, the focus will be on the one on Burbank Drive. This location is very close in proximity to Louisiana State University and next door to the number one sports bar in America, Walk-Ons. It is located south of the LSU campus at 3930 Burbank Drive, and one of the most popular locations being next to campus and close enough to downtown, where thousands of people commute to work every day. A map of this CCs Coffee House location, LSUs location, and the surrounding area is located below. There is also a photograph of the Burbank Drive coffee house.

Exhibit 2: CCs Coffee House Location on Burbank Drive

Exhibit 3: Front View of CCs Coffee House

Organization of the Report

The report is divided into seven sections: executive summary, introduction, objectives, survey methods, findings, limitations, and conclusions of the study.

OBJECTIVES

The research was undertaken to satisfy a requirement in MKT 3413, and this team chose to work with a fictitious client that desired to investigate the coffee purchasing behavior of LSU students, particularly their purchases of, opinions about, and satisfaction with CCs on Burbank. Descriptive Research Objectives

The following descriptive objectives were formulated for this research effort.1. How much do they use CCs on Burbank? a. Do they use CCs on Burbank? (What percent of LSU students use CCs on Burbank?)b. How often do they use CCs on Burbank? (How much do LSU students use CCs on Burbank?)c. How much do they typically spend (individually) when they use CCs on Burbank? d. Which of CCs on Burbank aspects do they typically use?e. How much do they typically spend on the category? 2. How do they rate CCs on Burbank performance on its various aspects? 3. Overall, how satisfied are they with CCs on Burbank?4. What CCs on Burbank advertising do they recall, and/or where do they recall advertising?5. What is the market share of this business as compared to CCs on Burbanks competitors? 6. Provide demographic and lifestyle profiles of the sampleHypotheses and Sales Estimates

The team was asked to test three hypotheses or beliefs about LSU students CCs on Burbank purchase behavior and opinions. These hypotheses follow:Hypothesis 1: 90% of LSU students use CCs on Burbank.Hypothesis 2: LSU students who use CCs on Burbank spend (individually) an average of $4 per order on CCs on Burbank.Hypothesis 3: On a 5-point, labeled scale of overall satisfaction with CCs on Burbank LSU students will, on average, rate it 2.Comment by Camille Pere: Why is it highlighted?A separate objective stipulated by the client was to develop an estimate of the annual sales revenues of the CCs on Burbank unit attributable to LSU students. Differences Objectives

The project assignment included the following differences objectives. 1. Are there differences in CCs on Burbank purchasing (use, frequency, and amount spent) by type of student, that is, by student demographics?2. Do key performance ratings for CCs on Burbank differ by type of student?3. Does overall satisfaction with CCs on Burbank differ by type of student?4. Does recall of CCs on Burbank advertising differ by type of student?5. Does usage of CCs on Burbank aspects differ by type of student?6. Are there other interesting or meaningful differences or relationships found in the survey? Relationship Objectives

Finally, two objectives were formulated pertaining to the LSU student target market, and another objective related to understanding overall satisfaction with CCs on Burbank. 1. What is the LSU student target market profile for the category of purchasing from coffee shops?2. What is CCs on Burbanks LSU student target market profile?3. What are the key driving factors that determine satisfaction with CCs on Burbank?

RESEARCH METHOD Data Collection MethodThe type of information that the research team used was secondary data, previously collected by another research team which work on the same firm for the same analysis objectives. These group designed a survey online using the website available for LSU Business students called QUALTRICS (www.qualtrics.com). Qualtrics allows students to created online questionnaires and launched to the public in order to obtain data for different research purposes. Whenever the desired sample size has been researched the questionnaire is no longer available online. The previous research time used the students of Principles of Marketing class to answer the questionnaire based on consumer opinions and use of CCs Community Coffee on Burbank.Simulated Data Panel Used in this ProjectThe research team contracted a data collection company to administer the questionnaire to a number of respondents to construct a simulation of panel data. After the data has been recorded, the purchasing company delivers the respondent dataset to the research marketing or the client who asked for the information. These has become a common practice nowadays, in these project the dataset simulated the use of panel data.Sample DesignSince the purpose of these research project is to analyze the consumption patterns and beliefs of Louisiana State University students towards CCs Community Coffee on Burbank, it makes sense to target a representative sample size of LSU students to get better results. In fact, a random sample would be the ideal sample size to be used. However, there are complications at the time of actually getting the target sample size to answer as the same time of being random due to the high rate of non-respondents. Therefore, an easier sample size has been chosen due to the availability and accessibility, LSU students enrolled in the Principles of Marketing class were the ones selected. Convenience sample size was used in this case due to the method of selecting the sample size.Same Size and AccuracyThe required target sample size for the team project assignment was of at least 300 respondents, and the actual sample size amounted up to 372 respondents. A sample of 372 randomly selected respondents yields an accuracy level of +5.08% at the 95% level of confidence. This represents what part, +5.08 % of the randomly LSU student population percentage is considered to be true out of a 372 respondents who answer the survey. However, because the team was forced to use a nonprobability and nonrandom sample selection method, the statistical accuracy of its survey cannot be determined.Statistical Analysis Previous statistical analysis were computed using the XL Data Analyst Excel macro add-in available in any Excel worksheet. Data tables, graphs, analysis, figures and others could be find the following section of the report.

DEMOGRAPHIC AND LIFE STYLE PROFILE FINDINGS

The survey relied on convenience sampling, meaning that the final sample is not representative of the Louisiana State University student body population. With a convenience sample, a profile of the sample demographics and life style dimensions can be used to gain an understanding of the nature of the individuals who took part in the survey. The questionnaire included the following demographic question and life style dimensions: Gender Age Classification (freshman, sophomore, junior, senior) Business major Dwelling location (On-campus or off-campus) Employment status (working part-time or full time) General life style dimensions Coffee-specific life style dimensions CCs on Burbank specific dimensions

The following pages report the survey findings pertaining to these questions.

Respondents Gender

Figure 1 presents the findings of the respondents gender. Results show there was an uneven representation of males and females with females representing the majority of the sample with 80%, while males accounted for only 20% of the sample. Figure 1Respondents GenderR

Respondents AgeRespondents were asked to indicate their age range and results demonstrated in Table 1 show that the average age of respondents is 21 years old. The standard deviation of 0.8 indicates that 68% of the people in the sample are 21 years old. Table 1Respondents AgeVariableAverageStandard DeviationMinimumMaximumSample

Indicate your age range.21.20.82124101

Student ClassificationStudent status was measured using the standard classifications of freshman, sophomore, junior, senior, and other. Figure 2 shows the majority of the participants were juniors corresponding to 48% of the sample. The second highest portion corresponded to seniors accounting for 35% of the sample. Figure 2Respondents Student Classification

Respondents with a Business Major

Respondents were asked if their current major at LSU is Business and more than half of the sample (52%) indicated that their major was Business. Figure 3Respondents with a Major in Business

Dwelling LocationIt was found that the vast majority (82%) of respondents who purchase from CCs on Burbank live off-campus. Refer to Figure 4 for details.Figure 4Respondents Dwelling Location

Employment StatusAs can be seen in Figure 5, the great majority of respondents with 78% indicated they are currently employed compared to only 22% who indicated they werent. Practically all respondents (96%) detailed they work part time. Figure 5Respondents Employment Status

General Life Style

General life style was measured with the use of 7 different statements presented to the respondent, and the respondent was directed to indicate his or her degree of disagreement or agreement to each one. The response options were: highly disagree, somewhat disagree, somewhat agree, and highly agree. As can be seen in Table 2, respondents agreed most with the statements, I enjoy socializing, and I like excitement in my life. They agreed least with the statement I wake up early. Table 2

General Life Style Dimensions

VariableAverageStandard DeviationTypical Response

I enjoy socializing.3.60.7Highly agree

I like excitement in my life.3.60.6Highly agree

I have more ability than most.3.10.7Somewhat agree

I go to sleep late.3.10.9Somewhat agree

I usually go along with the crowd.3.00.6Somewhat agree

I study harder than the average student.2.90.7Somewhat agree

I wake up early.2.80.9Somewhat agree

*Based on a scale where 1 = highly disagree, and 4 = highly agree.

Coffee-specific Lifestyle Dimensions

A total of ten coffee-specific life style statements were administered to respondents, and they were instructed to respond to each one using the same 4-point disagree-agree scale as they used with the general life style statements. Table 3 shows that respondents agreed most with the statement, I to add flavor to my coffee, whereas they agreed least with the statement, I worry about how many calories are in the coffee that I drink. Table 3Coffee-Specific Life Style DimensionsVariableAverageStandard DeviationTypical Response

I like to add flavor to my coffee.3.40.8Highly agree

I like the taste of the coffee I purchase from coffee shops3.30.9Highly agree

Coffee increases my energy3.20.7Highly agree

I prefer an ice coffee.3.11.0Highly agree

I usually attend the same coffee shop3.10.7Highly agree

I like to study at coffee shops3.01.0Somewhat agree

There is no hassle getting to a coffee shop2.80.7Somewhat agree

I have to drink coffee everyday.2.71.0Somewhat agree

I prefer hot coffee.2.61.0Somewhat agree

I worry about how many calories are in the coffee that I drink2.51.1Somewhat disagree

*Based on a scale where 1 = highly disagree, and 4 = highly agree.

Coffee Shop Purchases in the Typical Month

One question asked LSU students to respond how much they spend on all their coffee shop purchases in a typical month. Results are recorded in Table 4 where you can see that respondents spending varied considerably, but that on average, the typical respondent indicated that he/she spends about $28.30 on coffee shop purchases. Another question asked the students how often do they make purchases at any coffee shop location and the average response recorded was about 7 times a month. Table 4Expenditures on Coffee Shops in a Typical MonthVariableAverageStandard DeviationMinimumMaximum

How much do you spend on ALL of your coffee shop purchases in a typical month?$28.3$17.6$10$65

In general, how often do you make purchases at ANY coffee shop location?6.77.30.530

CCs on Burbank Specific DimensionsCCs on Burbank Usage and Purchases in the Past MonthTo find out the usage and purchases of CCs on Burbank by LSU students, two questions were asked. The first question asked how often do respondents purchase products from CCs on Burbank in a typical month, while the second asked respondents typically how much do they spend per visit. Shown below is Table 5 where the findings are displayed revealing that respondents purchase products from CCs on Burbank with an average of about five (4.6) times per month. Answers to the second question revealed that on average, respondents spend about four (4) dollars in each visit. Table 5CCs on Burbank Purchases in a Typical MonthVariableAverageStandard DeviationMinimumMaximum

How often do you purchase products from CC's on Burbank in a typical month?4.67.10.530

Typically, how much do you spend per visit? $ 4.03 $ 3.14 $ 2.50 $ 17.50

Evaluation of CCs on Burbank12 different aspects were selected to be able to evaluate CCs on Burbanks performance on each and every one of them. Respondents were requested to rate their performance on each aspect using a 6-point scale of poor to outstanding. The findings are presented in Table 6. The table 6 shows that what respondents rated highest was CCs on Burbank internet access (4.5) and freshness of coffee (4.4). On the other hand, the aspects of location and comfort were rated very poorly each with an average of 1.5 and 1.3 respectively. Table 6Performance of CCs on BurbankAspect of CC's on BurbankAverageStandard Deviation

Internet Access4.51.1

Freshness of Coffee4.41.2

Cleanliness4.31.2

Atmosphere4.21.1

Hours of Operation4.21.1

Cup sizes offered4.11.1

Waiting time for Order4.01.3

Employees4.01.2

Quality of Food3.51.3

Value for the Price3.51.1

Location1.50.5

Comfort1.30.5

*Based on a scale where 1 = poor and 6 = outstanding.

What LSU Students Order at CCs on Burbank

We found it as no surprise that what the vast majority of what LSU students order atCCs on Burbank was coffee with 98% of the sample indicating their preference. Fresh pastries are the second thing that most students purchase at CCs on Burbank but the fresh pastries account for only a low 33% of the sample compared to coffee. Figure 6What LSU Order at CCs on Burbank

Recall of CCs on Burbank AdvertisingAs you can see in Figure 8, 95.3% participants said that the advertisement that they recall the most when it comes to CCs on Burbank is the store sign. Coming in close behind with 53.5% of the recall majority were social media advertisements. Figure 7Recall CCs on Burbank Advertising

CCs on Burbank Store ConvenienceA question asked participants to indicate their preference when buying products from CCs on Burbank. The two options they had when answering where (1) if they went through the drive-thru to make their purchase or (2) went into the shop. Figure 14 indicates how the majority of respondents, with an 85.10% , said they go through the drive-thru when making purchases at the store. Figure 8CCs on Burbank Store Convenience

CCs on Burbank Customers Who Go into the Shop to PurchaseLSU students who go into the CCs on Burbank store to make purchases were asked whatthey did after. The majority with an average of 3.6 indicated that they leave right after they make their purchase, coming in close with an average of 3.0 were the students who indicated that they stay and do school work after making their purchase. Coming in last with an average of 2.0 were those students who said they stay after their purchase to meet friends and socialize. Table 7What Typical Customers do after they make their purchaseVariableAverageStandard DeviationMinimumMaximum

I Make my purchase and leave.3.61.315

I Stay and do school work.3.01.215

I Meet friends to socialize.2.01.115

How often do LSU Students Make Purchases from Other Off-Campus ShopsTable 8 shows the results recorded when asked LSU students how often they make purchases from other off-campus shops such as Starbucks, PJs Coffee, Highland Coffee and Coffee Call. Starbucks had the highest average with 3.1 and a standard deviation of 0.9. While Coffee Call on the other hand, had the lowest average with a 1.2 and a standard deviation of 0.5. Table 8

Purchases from Other Off-Campus Shops

VariableAverageStandard DeviationMinimumMaximum

Starbucks3.10.914

PJ's Coffee1.91.114

Highland Coffee1.40.713

Coffee Call1.20.513

Satisfaction with CCs on BurbankRespondents were requested to rate their overall satisfaction with CCs on Burbank. Satisfaction was measured with a 9-point anchored scale ranging from very dissatisfied to very satisfied. Results displayed in Figure 9 show that a total of 65% of the respondents indicated they were satisfied with the company, while only 2% indicated they were somewhat dissatisfied. Figure 9Overall Satisfaction with CCs on Burbank

HYPOTHESIS TESTS AND SALES ESTIMATESHypothesis TestsThree hypothesis about consumers opinions and beliefs have been tested.Hypotheses tests: Hypothesis 1: 90% of LSU students use CCs coffee. Hypothesis 2: LSU students who use it spend an average of $4 per order on CCs Coffee. Hypothesis 3: On a 5-point, labeled scale overall satisfaction with CCs Coffee LSU students will, on average, rate it 2.Each hypothesis was tested using XL Data analysis features. The findings are as follows: Hypothesis 1: 90% of LSU students use CCs at Burbank was not supported at a 95% confidence level. The managers prediction was by far not close to the actual results that showed that between 22.6% and 31.7% actually use CCs Coffee at Burbank. Hypothesis 2: LSU students who use it spend an average of $ 4 per order on CCs at Burbank was supported. The respondents of the survey indeed spent an exactly average of $4 typically per order. Hypothesis 3: an average of 2 out of a 5-point labelled scale, was rated by LSU students on overall satisfaction of CCs at Burbank was not supported by the survey. Using a 95% confidence level, the range goes from 1.5 to 1.8 level which is slightly lower than the hypothesis tested by the manager.Sales Estimates for CCs Coffee by LSU Students in an Academic YearAnother different objective that we were asked for was the amount of money each LSU student spent on an academic year at CC's Community Coffee at Burbank. Therefore three 95 % confidences intervals have been computed in order to determine the three main variables that affect the total amount of sales revenue, which are the following; LSU students using CC's, average orders per month per student and average dollars spent on each order. We estimated a total of nine months in order to compute the total amount of dollars spent each year per student and the website "bgt plan LSU" was used to find the number of LSU students enrolment in the past semester. The following table (Table 7) contains the calculations and numbers used to determine the research objective.TABLE 9: Annual Estimated Student Sales for CC's on Burbank

LSU Fall enrolment25,577(Source:bgtplan LSU)

Pessimistic EstimateBestEstimateOptimisticEstimate

Percent using CCs Burbank22.6%27.2%31.7%

LSU students usingCCs Burbank578069578108

PJP orders/month/student3.34.66

Total PJPorders/month19,07432,00248,648

Dollars/ order$4$4$4

Estimated LSUstudents dollars/academic year (9 months)$76,296$128,008$194,592

The findings show that the Best Estimate for LSU students annual sales amounts to slightly less than $130,000, where almost a total of 7,000 students use CC's and the average orders per month per student is 4.6. Furthermore, the pessimistic estimate indicates that only approximate $76,000 wasthe total amount of sales on aregular academic year by LSU students. However, the positive estimate amounts to about $194,000 sales.

DIFFERENCES ANALYSIS FINDINGSDifferences analyses involve comparisons of averages or percentages of various groups identified in the survey to determine the statistical significance of their differences. A statistically significant (at the .05 level) difference is important because it means that the difference exists in the population of LSU students, and the difference may have valuable market segmentation implications. The team investigated areas where differences might lead to market segmentation implications: (1) male versus female LSU students; (2) on-campus versus off-campus LSU students, and (3) other relevant characteristics. Differences between LSU Female and Male StudentsVarious differences analyses were applied to investigate possible differences between males and females with respect to the use and nonuse of CCs in the past month, number of CCs coffees purchases, comparing CCs coffee on several characteristics based on performance and overall satisfaction, as well as recall of the top three advertising mechanisms used by CCs on Burbank. Table 9 displays the significant difference findings that resulted from these analyses.

Table 10Differences between LSU Male versus Female StudentsItemMaleFemale

Typically order Coffee100%97.4%

Typically order fresh pastries25%32.1%

Typically order prepackage food products15%12.8%

Recall CCS coupons books0%14.1%

Recall a social media ad0%25.65

Recall a CCs store sign25%42.3%

Times visited CCS in the past month5.43.5

Typically spent per visit$5.3$3.8

Overall Satisfaction1.41.7

Rate: Atmosphere5.04.0

Rate: Waiting Time to Order4.53.8

Rate: Location1.81.4

Based on a rating where 1=Very low and 7= Very High

The analysis from Table 9 shows that male LSU students order coffee every time and females order coffee almost every time when at CCs on Burbank. Female LSU students are slightly more likely to order fresh pastries and prepackaged foods than males are when visiting CCs. Females are more likely to have noticed a CCs social media ad, coupon book, and also a store sign. LSU male students do not show any data for noticing a coupon book or social media ad but have a slight occurrence of remembering a store sign as an advertisement of CCs. Male LSU students have been to CCs more in the past month than females have while also spending a higher average amount on their purchase when visiting. Males have a higher average rating for CCs atmosphere, waiting time to order and also a slight higher average for preferring CCs location.

Table 11:Differences between On-campus and Off-campus LSU StudentsItemOn-campusOff-campus

Typically order Coffee100%97.6%

Typically order fresh pastries0%39.8%

Typically order prepackage food products0%15.7%

Recall CCS coupons books16.7%9.6%

Recall a social media ad33.3%20.5%

Recall a CCs store sign50%38.6%

Times visited CCS in the past month2.55.1

Typically spent per visit$3.3$4.2

Overall Satisfaction2.01.5

Rate: Atmosphere3.74.4

Rate: Cup Sizes Offered3.74.1

Rate: Cleanliness3.84.4

Based on a rating where 1=Very low and 7= Very High

Table 10 shows that more LSU students living on campus visit CCs coffee than students living off of campus, however, LSU students living off campus have a higher average for visiting CCs in the past month. Students at LSU who live off campus are more likely, than students who live on campus, to order fresh pastries and prepackaged food when ordering at CCs. More students living on LSUs campus have noticed CCs coupon books, social media ad and store sign as a vehicle for advertisement. LSU students living off campus visit CCs more often and spend a slightly bit more per purchase on average than other LSU students living off campus. Students who live on LSUs campus give a higher overall rating towards CCs business but ratings based on performances such as atmosphere, cup sizes offered and cleanliness are rated higher on average for CCs from students living off campus.

RELATIONSHIPS ANALYSES FINDINGSThe final set of analyses determines a search for relationships among various questions on the questionnaire with other questions to determine: (1) an LSU student target market profile for ordering coffee, (2)CCs target market profile, and (3) key drivers or performance factors that are related to satisfaction of CCs business. Showing significant relationships among questions is useful because it provides information to researchers about the patterns that exist in the populations. Finding which relationships are important to understanding the tactics behind consumer behaviors and helps researchers gain insight on specific target markets. A class of relationship analyses involves the use of multiple regression analysis. Accordingly, the final set of analyses involved relationship analysis in the form of multiple linear regression analyses. Regression analysis is a form that assesses the relationships among multiple variables as they combine to predict the level of a specific variable of interest. To sum things up, multiple regression analysis identifies what factors are key in understanding the nature of some relevant marketing construct such as customer satisfaction or the nature of the target variable.Identification of LSU Student Coffee BuyerTo first attempt to understand the patter of LSU students buying CCs in general, a series of multiple regression analyses using the XL Data Analyst was performed. These analyses used the variable that measured the purchase at any coffee shop location as the dependent variable with all demographic and life style variables as the independent variables. The trimmed regression analysis results produced by the XL Data Analyst are presented in Table 11.

Table 12Determinants of Any Coffee Shop Purchases by LSU Students

Dependent Variable In general, how often do you make purchases at ANY coffee shop location?

Independent Variable(s)CoefficientStandardized

I usually go along with the crowd.*-3.41-0.31

I enjoy socializing.*-2.49-0.25

I like to study at coffee shops.*-1.97-0.27

I prefer an ice coffee.*-3.68-0.49

I prefer hot coffee.*-3.48-0.47

I like the taste of the coffee I purchase from coffee shops*1.600.21

I have to drink coffee everyday.*3.300.47

Where do you live?**3.720.21

Indicate your gender.-4.42-0.24

*Scale is 1-7 from strongly agree to strongly disagree**Dummy variable coded 1 = on campus 2 =off campus

The regression analyses shows there are nine significant relationships among the questions based from LSU student purchases from any coffee shop. Specifically, an LSU student will purchase more from ANY coffee shop if he/she: Does not usually go with the crowd Does not enjoy socializing Does not like to study at coffee shops Does not prefer ice coffee Does not prefer hot coffee Does like the taste of the coffee I purchase from coffee shops Does have to drink coffee everyday Lives off-campus and FemaleIdentification of CCs on Burbank LSU Student Target MarketThe next step in this analyses is to determine a target market profile for CCs on Burbank. The objective uses a multiple regression analysis to determine how often LSU students purchase CCs on Burbank in a typical month based on relevant characteristics such as demographics, coffee characteristics and general lifestyle factors that help screen out the target market profile from LSU students. Table 12 shows the results of the multiple regression approach. Table 13CCs on Burbank LSU Student Target Market Profile

Dependent VariablesHow often do you purchase products from CC's on Burbank in a typical month?

IndependentCoefficientStandardized

I like to add flavor to my coffee.*2.370.34

I prefer hot coffee.*-2.02-0.36

I like the taste of the coffee I purchase from coffee shops.*-2.17-0.36

I usually attend the same coffee shop.*5.990.78

I worry about how many calories are in the coffee that I drink*0.750.15

There is no hassle getting to a coffee shop.*-1.67-0.20

I have to drink coffee every day.*1.890.34

Where do you live?**-3.40-0.23

Indicate your classification at LSU2.510.37

*95% level of confidence

*Scale is 1-7 from strongly agree to strongly disagree**Dummy variable coded 1 = on campus 2 =off campus

These findings lead to CCs on Burbank LSU students target market profile: LSU Students who. Do not like to add flavor to coffee Do not prefer coffee hot Do not like the taste of coffee purchased from coffee shops Do attend the same coffee shop Do worry about how many calories are in the coffee Do have hassle getting to a coffee shop Do have to drink coffee everyday Lives off-campus Sophomore, Junior, SeniorThe standardized coefficients show that LSU students are most strongly correlated to the variable that is attending the same coffee shop when purchasing coffee from CCs on Burbank. LSU students who live off-campus and are in the middle of the classification range both show a strong correlation to purchasing CCs coffee on Burbank. LSU students who prefer to add flavor to their coffee also have a high variable correlation to purchasing CCs on Burbank while all other factors are relevant they are not as strongly attached to the independent variable of purchasing from CCs on Burbank.

Factors that are Key to Satisfaction with CCs on BurbankThe last item of interest was satisfaction with CCs on Burbank because overall customer satisfaction leads to a companys long term success. Using a multiple regression analysis to determine the key factors of performance we can determine which variables are instrumental to the overall satisfaction with CCs on Burbank. This type of investigation is sometimes called key driver analysis because it reveals which variables most greatly affect the drive of customer satisfaction of a business. As previously used in regression analysis, only the variables showing a 95% statistical significance are reported below.Table 14Key Performance Factors for LSU Students at CCs on BurbankTrimmed Regression Analysis Results

Dependent VariableRate your overall satisfaction for CC's on Burbank.

Independent Variable(s)CoefficientStandardizedSignificant?*

Rate- Freshness of Coffee0.100.27Yes

Rate- Comfort0.520.51Yes

*Based on a scale where 1 = extremely unsatisfied and 9 = extremely satisfied**Based on a scale where 1=poor and 7=excellent

Table 13 reveals that there are two key performance factors that are directly related to the positive satisfaction of CCs on Burbank: Freshness of Coffee ComfortThe standardized coefficients show that comfort is the strongest key performance factor being four times more important for CCs on Burbank.

SUMMARIES, CONCLUSIONS AND IMPLICATIONS

This survey of LSU students was performed to answer a number of questions that are listed as research objectives in the Objectives section of this report. These objectives are recast into specific questions, and in the following sections, the team has prepared concise summaries in bullets to each question based on the findings that are provided in detail in the previous section of the report. Each summary is followed by a conclusion drawn from the findings. In turn, marketing implications are noted as drawn from the conclusion. LSU Students Use and Evaluations of CCs on Burbank

Question: How much do LSU students use CCs on Burbank?

Findings Summary CCs on Burbank accounts for 27.2% of all LSU students coffee purchases. As seen in Table 8, its biggest competition is Starbucks. Each LSU student who buys from CCs on Burbank makes about 4.6 purchases per month, and pays about $4 for that purchase. The Best Estimate for CCs on Burbank is that LSU students place an order from CC's slightly more than 32 thousand times per month and spend approximately $128,000 at CCs on Burbank per academic year.

Conclusion: CCs on Burbank has a substantial share of the LSU students coffee shop purchases.

Marketing Implication: CCs on Burbank pulls in a substantial amount of business from LSU students, second only to Starbucks in share of the LSU student coffee shop purchases market.

Question: What is the relative popularity of CCs on Burbank menu items?

Findings Summary When looking at purchases at the CCs on Burbank, it is clear that the product purchased the most is coffee (98%). Fresh pastries is second in popularity with 33%. Followed by pre-packaged food products (13%) and tea (6%). The items that would not be marked as significant because of their low percentages are gift cards and pre-packaged beverages, both at 2%

Conclusion: LSU students do not use the range of menu items available at CCs on Burbank: they tend to purchase coffee and fresh pastries. They do not utilize the already packaged items or gift cards.

Marketing Implication: While CCs on Burbanks coffee is very popular amongst patrons, the other items on the menu count for a very small percentage of sales. For CCs on Burbank to better perform and stabilize their business, they should focus more efforts on building up their other menu items. They could also look in to why their other items are not as popular, and whether they should continue to sell these or switch to other items offered.

Question: How do LSU students who use CCs on Burbank rate its performance on its various aspects?

Findings Summary CCs on Burbanks rates the equivalent of very good on: Internet Access Freshness of Coffee Cleanliness Atmosphere Hours of Operation Cup sizes offered Waiting time for Order Employees CCs on Burbank is rated the equivalent of good on: Quality of Food Value for the Price CCs on Burbank is rated the equivalent of poor on all other performance dimensions used in the survey. Location Comfort

Conclusion: In general, LSU students who use CCs on Burbank, rate its various aspects fairly highly. However, they still have almost a quarter of the aspects that could use improvement.

Marketing Implication: CCs on Burbank should focus mainly on the qualities rated poor to improve their customers overall satisfaction. The aspects they need to focus on are location and comfort. While they may not be able to change their location, they could make their customers feel more comfortable which would improve their overall experience.

Question: Overall, how satisfied are they with CCs on Burbank?

Findings Summary (Only CCs on Burbank buyers) Overall, it is clear that patrons are dissatisfied with CCs on Burbank with 100% dissatisfied and very dissatisfied. Over half are dissatisfied with their visit to CCs on Burbank (64%). The remainder are very dissatisfied with their overall satisfaction (36%).

Conclusion: All LSU students who go to CCs on Burbank are dissatisfied with CCs on Burbank. Over are dissatisfied and the remained are very dissatisfied.

Marketing Implication: CCs on Burbank has a lot of improvements that are needed. Every consumer rated their overall experience with either dissatisfied or very dissatisfied. If they do not fix this, they could potentially lose their target markets attention which would lead to a decrease in sales.

LSU Students Recall of CCs on Burbank Advertising

Question: What CCs on Burbank advertising do they recall, and/or where do they recall advertising?

Findings Summary A large majority recalls seeing a CCs store sign recently (95.30%). Over half recall seeing an ad on Social Media (53.50%). About one-quarter (25.60%) recall seeing a CCs on Burbank ad in a coupon book followed by a radio ad (20.90%) and flyers (18.60%). Only about 1 out of 10 recalls seeing a CCs on Burbank local paper ad (16.30%), and a billboard (7%) in the past 30 days.

Conclusion: CCs on Burbank most effective advertising is their store signs, with almost every student recalling seeing one in the past month. Other advertisements that are still effective are social media ads, coupon books, radio, and flyers.

Marketing Implication: With respect to communicating with LSU students, CCs on Burbank should first consider cutting their ads that run on billboards and in their local paper. It is not reaching enough of their audience to warrant the money being spent on these forms of advertising. Instead, CCs on Burbank should focus the remaining funds on boosting their advertisement that had an acceptable recall amongst CCs on Burbank customers. These advertisements include social media, coupon books, radio ads, and flyers. Differences Between Types of LSU Students

Question: Are there differences by student demographics?

Findings Summary The following gender differences were found: LSU male students spend more per visit ($5.3) than females do ($3.8). LSU female students order fresh pastries more than males, while LSU males order more prepackaged foods. LSU female students rate CCs on Burbank somewhat lower than do LSU male students on its performance of three aspects: Atmosphere Waiting Time to Order Location LSU female students recall CCs on Burbank significantly more than LSU males do. Males recall 0% of coupon books and social media ads, only increasing to one quarter recalling CCs store signs. LSU female students have a slightly higher overall satisfaction (1.7) when vising CCs than LSU male students (1.4).

The following dwelling location differences were found: LSU off-campus students visit CCs on Burbank more than on-campus, purchase more fresh pastries, and prepackaged food products per month. LSU on-campus students recall CCs coupon books, social media ad, store signs more than off-campus students. LSU on-campus students rate CCs on Burbank somewhat lower than LSU off-campus students on its performance of 3 aspects: Atmosphere Cup Sizes Offered Cleanliness

Conclusions: Most of the difference findings are logical. The males, who tend to consume more than females, spend more per visit. Females tend to be more health conscious than men prefer to purchase the fresh pastries over prepackaged material. It is also logical that majority of CCs on Burbank patrons live off-campus. This is because most people would need to drive to this location because of where it is located off of LSUs campus.

Marketing Implication: Expanding on the ways CCs on Burbank needs improving, they also need to consider finding a better way to market to men. The men that go to CCs on Burbank have a higher check average, if CCs can bring more men in it could potentially lead to a greater profit than if they continue marketing so heavily to females.

Identification of LSU Student Coffee Buyer

Question: What factors predict LSU students coffee purchases in general?

Findings Summary and Conclusion: Based on multiple regression analysis, an LSU student purchases more coffee if he/she:

Does not usually go with the crowdComment by Camille Pere: Consider putting comas, and period on finalAsk professor Does not enjoy socializing Does not like to study at coffee shops Does not prefer ice coffee Does not prefer hot coffee Does like the taste of the coffee I purchase from coffee shops Does have to drink coffee everyday Lives off-campus and Female

Marketing Implications: This is not the target market, but when pairing this information with the target market it gives a more well-rounded idea of the desired target audience for coffee shops in general. For instance, promotion themes should include: not going with the crowd, not socializing, not studying at coffee shops, and not promoting ice or hot coffee. They should focus on those that like the taste of coffee purchased at coffee shops, drink coffee every day, live off-campus, and are female.

CCs on Burbank LSU Target Market

Question: What is CCs on Burbanks LSU student target market profile?

Findings Summary and Conclusion: Based on multiple regression analysis, CCs on Burbank LSU target market profile is LSU students who

Do not like to add flavor to coffeeComment by Camille Pere: Again for comas Do not prefer coffee hot Do not like the taste of coffee purchased from coffee shops Do attend the same coffee shop Do worry about how many calories are in the coffee Do have hassle getting to a coffee shop Do have to drink coffee everyday Lives off-campus Sophomore, Junior, Senior

Marketing Implications: CCs on Burbank can use this knowledge of the life style and demographic profile of its core customers to refine communication and promotional efforts. For instance promotions should: not promote adding flavors, not promote hot coffee, and not promote the taste of coffee purchased from coffee shops. They should look more in to a loyalty program because their patrons do like attending the same coffee shop. For example, promotions should: worry about how many calories are in the coffee, drinking coffee every day, and appeals to all ages. They should also look in to how much of a hassle their customers have accessing their shop. If it is too big of a hassle their customers may stop coming.

Key Drivers to CCs on Burbanks Success with LSU studentsQuestion: What factors are key to overall satisfaction with CCs on Burbank?

Findings Summary and Conclusion: Based on multiple regression analysis, there are two key performance factors that are directly related to LSU students positive satisfaction with CCs on Burbank. These are:

Freshness of Coffee Comfort

Marketing Implication: The findings of this analysis have identified two critical aspects of CCs on Burbank with respect to driving or very strongly influencing overall satisfaction with CCs on Burbank. CCs on Burbank should strive to improve these two factors as a means of increasing overall satisfaction.

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