MRM Project Shemay Cooking Report_shirlene Ray Ed5t (2)

8/8/2019 MRM Project Shemay Cooking Report_shirlene Ray Ed5t (2)

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University of CanberraE6372

Marketing Research Methods

<<Shermay Cooking School>>

Submitted to: Mr Francis Soh

Date of Submission: 1 June 2010

Done by:Ng Xiangrui (U3049100)

Chang Shirlene (U3044240)

Joleen Tan (U3024618)

Sam Weng Cham (U3043164)

Stanley (U3043165)

Letter Of Transmittal

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2 June 2010

Mr Francis Soh

Asiainstitut of Management

20 Bideford Road, Wellington Building

#01-03

Singapore 229921

Dear Mr Soh:

We are submitting herewith our report entitled “Shermay Cooking School” as partial fulfillment of the Marketing

Research Management course requirement.

The main purpose of this report is to master a set of concepts on how to make an effective marketing research

management proposal centered on the opportunity which Shermay Cooking School would like to explore. The

proposal shows a detailed scope of works, approaches, and methodologies, findings and analysis, and

conclusion of the above mentioned study.

We hope that this report will merit your approval.

Respectfully yours,

Ray Ng

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Table of Contents

List of Illustrations ......................................................................................................................................... 4........................................................................................................................................................................ 5

........................................................................................................................................................................ 7Executive summary ......................................................................................................................................101.0 Introduction ............................................................................................................................................12

1.1 Research Problem .............................................................................................................................. 121.2 Objectives of Research .......................................................................................................................121.3 Assumptions and Limitations .............................................................................................................121.4 Research Hypothesis ..........................................................................................................................13

2.0 Research Design and Methodology ....................................................................................................... 132.1 Research Methods ..............................................................................................................................132.2 Sampling and Data Collection ........................................................................................................... 13

3.0 Findings and Analysis ............................................................................................................................14

4.0 Conclusion ............................................................................................................................................. 155.0 Recommendations ..................................................................................................................................166.0 Appendice ..............................................................................................................................................17

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List of Illustrations

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5



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Executive summary

The purpose of this project is to understand the behavior of potentialcustomers and their cooking pattern, and to gauge their perception and attitudetowards online cooking lessons.

We can only collect information on customer’s satisfaction of price of the

overall merchandise with no control to the execution of the survey and theexistence of acquiescence error. We use quantitative research method usingdescriptive design which is using survey forms. Convenience sampling was usedwhere the type of survey research is purchase – intercept interview to obtaininformation.

From the findings and analysis, male, age of 31-40 years old make up the bulkof Lucky Store’s customers. In addition, 84% of the respondents have purchasedproducts from Lucky Store. This shows that they are satisfied with Lucky Store. 96%of the respondents think that Lucky Store is conveniently located while 70%respondents strongly agree that the store hours are convenient for their shoppingneeds. It also shows that 70 respondents strongly agree that the store atmosphereand decor is appealing.

From the findings, it shows that 50% of them strongly agree and 36% of themagree that there is a good selection of products in the store. A majority of therespondents, 48% of them strongly agree and 30% of them agree that the prices of electrical products are the lowest in Holland village. All the 100 respondents agreethat merchandise sold were of premium quality and 80% of the respondents thinkthat products are value for money. 92% of them think that the merchandisedisplays are attractive and 80% of respondents said that the items they wantedwere in stock. Overall, in terms of merchandise, customers are satisfied with themerchandise mix, displays, quality and price.

In terms of product knowledge, 92% of respondents agreed that staff at LuckyStore display good understanding of the products. For customer service aspects likepromptness in attending to customers, helpfulness, grooming and friendliness of staffs, majority of the respondents gave positive responses. 66% of the customersstrongly agreed that they were very satisfied with the customer service in the shop.

A majority of 92% of the customers were very satisfied with the price theypaid for their purchases. From the customers’ feedback, 88% of them were verysatisfied with Lucky Store and would recommend the store to their friends. There isa majority of 84% of the customers who would patronize Lucky store.

From the responses collected from the survey, respondents were generallysatisfied with the store image, merchandise carried by Lucky Store, and customerservices provided. These results collected were similar to the previous data

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gathered from the focus group. Some respondents expressed disagreement is aboutthe store convenience, store image, operating hours and customer service.

Lucky Store might want to do research of what the bulk of customers buywhen they visit Lucky Store. Background music can be played in the store and

should maintain their service level or to improve to 100% customer satisfactionwhich can be one of their unique selling points.

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1.0 Introduction

1.1 Research Problem

Shermay Cooking School is a renowned culinary school inSingapore specializing in Peranakan cooking. In recent years, it hasadded repertoire of other food cultures with its diverse cooking classestaught by award winning chefs in western and asian cuisine to pastrymaking.

Shermay Cooking School has been successful with their currentphysical operations and would like to explore the opportunities of offering online cooking classes. This opportunity identified was to reachout to people who enjoy cooking / does cook, but do not have time toattend physical lessons at the school.

The target group of customers is those who would like fuss freecooking with delightful results equivalent to restaurant standards. These customers are usually time poor, equipped with basic cookingskills and have interest to further their repertoire of culinary skills.

1.2 Objectives of Research

The research objective of this study is to understand thebehavior of potential customers and their cooking pattern, and togauge their perception and attitude towards online cooking lessons.

1.3 Assumptions and Limitations

• Our survey results and sample size may not be 100%representative of the whole population.

• The non-probability sampling method employed may provideindicative findings but not conclusive of the population.

• The respondents of the survey skewed younger and only 7representatives for the age group 45-55 years old.

• Assumption made was respondents who has used YouTubebefore are technologically savvy.

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1.4 Research Hypothesis

1. People who have cooking experience are more interested tofurther their skills in cooking.

2. They have multiple sources of accessing cooking knowledge and

are technologically savvy.3. They have higher income level, purchasing power and appreciate

cooking as a lifestyle.4. With online service (online cooking lessons) it can enhance

cooking experience and serves as a complementary product toexisting cooking classes’ package.

5. Increase in services may translate to more sign-up at Shermay’sCooking School.

2.0 Research Design and Methodology

2.1 Research Methods

This research is constructed by using quantitative researchmethod and descriptive design. A questionnaire is employed for thepurpose of data collection.

2.2 Sampling and Data Collection

The data collection utilized non-probability sampling method tochoose respondents for the survey, where not all members have anequal chance of being selected. Under non-probability samplingmethod, convenience and judgement sampling was used, wheresamples are drawn at convenience of our researchers and qualified forthe study.

The type of survey research used is person administered andonline survey. Respondents were qualified through asking filteringquestions before actual data was collected. A sample size of 100respondents, who had prior cooking experience and used YouTube

before, was interviewed from 6 May 2010 to 10 May 2010. Thecollected data was tabulated and analyzed.

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3.0 Findings and AnalysisFrom graph 1.1 and 1.2, the profiles of the respondents are 59

females and 41 males, and around 50% of them cook at least 2-3 timesa week, if not daily. The survey results also show that females cook10% more frequently than males. The survey also skewed younger due

to the sampling method used.

From Graph 1.3, respondents in Professional/ Management, Salesand Marketing and Administrative occupations cooked more frequentlycompared with other occupation profiles.

As shown in Graph 1.4.1 and 1.4.2, 43% of the respondents areinterested in online cooking demonstrations, with 38% whoseoccupations are also in Professional/Management, Sales and Marketingand Administrative field. The annual income level of those whoexpressed interest in online cooking demonstration is at least $30,000. This represents the level of purchasing power among these groups of potential customers, and also the probability of owning a facility foronline transactions (e.g. Credit cards).

In Graph 1.5, for people who cook frequently (at least 2-3 times aweek to daily basis), cooking is cited as a healthier alternativecompared to eating out (23%), followed by social activity (16%) andpersonal interest (14%). In contrast, only 7 % found it as moreeconomical to cook than eat out. We can infer that either consumers’spending power has increased or cooking does not enjoy economies of scale at individual / domestic level. It also presents an opportunity interms of the offerings which Shermay might consider; lessons withfocus on healthy diets and/or cooking as a form of social business (i.edating / matchmaking/ social / Teambuilding events).

In terms of preference of mode towards learning cooking (Graph1.6), 71% of respondents are interested in ‘Class Demonstration by Trained Chefs’ and interest towards online cooking demonstration isthe lowest at 43%. This is an interesting comparison with howrespondents learn their recipes, with around 50% of respondents whohas indicated online recipes sites as source for learning cooking in

Graph 1.7.It could suggest that cooking is regarded more as a social activitygiven the collective learning environment via classroom, teambuildingand family baking and culinary workshops. And also the level of interactivity which could enhance their learning experience. Graph 1.8shows that Youtube is still primarily used for personal entertainmentand general surfing than using it as a mode for learning new skills andresearching for information. It suggests that online cooking

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programmes may not be effective as a means for learning withrespondents preferring interactive learning circumstances on a face toface basis.

According to Graph 1.9, convenience is the driving factor behind

respondents who would use Online learning as opposed to classroomlearning, and respondents who selected this belongs to Professional/Management, Sales and Marketing and Administrative occupations. Itsuggests to a certain extent that these consumers are time poor and totarget this segment, Shermay might need to explore recipes that arehealthy and fast to prepare. Dessert and pastries was being rated asthe most favorite choice for learning in cooking programmes with 77people liking it followed by Japanese, Chinese, Peranakan, Local, Italianand French cuisines whereas Korean cuisine being the least favorite(Graph 2.0).

4.0 Conclusion

Most of the respondents are working professionals(Professional/Management, Sales & Marketing & Administrativepersonnel) ranging from 25-54, and female respondents cook morefrequently compared to male respondents.

From the responses garnered from the survey, workingprofessionals are more receptive towards online cookingdemonstration programmes compared to other professions. These

segments of respondents appreciate the convenience of learningonline more. We can also infer that they are more technologicallysavvy, with online recipe sites as the mode of sourcing and learningnew recipes supplemented with knowledge sharing with friends andfamily as well.

Cooking is no longer part of a regular routine but increasingly afocus for health as well as socializing and a hobby/ personal interest. The respondents who cook frequently are also endowed with higherpurchasing power compared to housewives budget. It will representanother market opportunity which Shermay will have to augment theircooking programmes to cater to the consumers’ need for healthierdiets.

While online cooking demonstration received about 43% of respondents being interested, the primary activity associated with theInternet is still predominated by communications and leisure according

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to an Annual Survey on usage by households and individuals in 2008from Infocomm Development Authority of Singapore.

In conclusion, this report represents a shift in cooking patternsand behaviors of today’s working professionals and that cooking is an

experiential learning process, which cannot be replaced totally bytechnology.

5.0 Recommendations

As presented in the findings and analysis, 43% of respondents

expressed interest in learning cooking via online demonstrationcompared to 71% of respondents interested in learning via classdemonstrations, 102% interested in learning cooking as a teambuildingactivity and family baking and culinary workshop altogether. Shermaycan explore providing teambuilding courses through culinary learningexperience to explore corporate business segment as well to buildcollective larger volume of customers as compared to the currentbusiness model of individual student sign ups.

This is because the proliferation of the internet and learningresources from other avenues may be a threat to consumer segment

of Shermay’s business. However, being said, there are also 69% onrespondents who are interested in online cooking classes /demonstration citing the convenience factor. The time savings oncommuting to a physical location as well as being able to duplicate thelearning in the comfort of their desired locations (e.g. home) could beone of the possible reasons.

Nonetheless, convenience and health focus can be an area forShermay to explore. They may consider online cooking classes as asupplementary subscription where customers can sign up for amonthly fee to access different regiments of cuisines courses. Inparticular, the dessert and pastry could be further augmented to testthe market responses before embarking on offering more extensiveonline culinary courses.

As the sampling size may not be representative of the study, ithelps to provide a preliminary insight of the changing needs and

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behaviors of consumers towards cooking and sets the tone for futureresearches.

6.0 Appendice

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Graph 1.1

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Graph 1.2

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Graph 1.3

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Graph 1.4.1

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Graph 1.4.2

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Graph 1.5

Graph 1.6

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Graph 1.7

Graph 1.8

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Graph 1.9.1

Graph 1.9.2

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Annex 1: Sample of survey questionnaire

CONSUMERS’ COOKING PATTERN AND PREFERENCE

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Hello, I am a University student studying the subject- Marketing Research Methods.Your kind assistance in completing this survey for study purposes is appreciated. The purpose of this survey is to understand the cooking patterns and preference of consumersand to gauge their opinion towards online cooking class. It would be greatly appreciatedif you can take a few minutes of your time to complete this questionnaire. If you have anyquestion about the study, please contact my Lecturer – Ms Raechel

([email protected] ). This survey should only take approximately tenminutes of your time.

Section A1. What is the reason which inspires you to cook? (Choose ALL that apply)

( ) Daily Routine

( ) Healthier compared to eating out

( ) Social Activity

( ) Economical to cook than eating out

( ) Personal Interest

2. How often do you cook at home?

( ) Daily

( ) 2 – 3 times weekly

( ) Once a month

( ) Once in a blue

3. Where do you get most of the recipes you use? (Choose ALL that apply)

( ) Online recipes sites

( ) Family and Friends

( ) Cooking magazines and books

( ) Television cooking programmes

( ) Product packages

( ) Cooking Class

4. Have you ever attend cooking classes before?

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mailto:[email protected]

mailto:[email protected]



( ) Yes

( ) No

5. Please tick the top 3 that will influence you to participate in cooking classes?

( ) Learn new recipes that are quick easy and delicious

( ) Learn new cooking skill

( ) Teach my children how to cook

( ) Help my family to improve the way they eat

( ) Join a family program everyone can enjoy

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6. Please rate your interest from the scale of 1 – 5 in the following cuisines / recipes for

cooking programme?

Not Very

Interested Interested

Authentic Peranakan / Nonya Cuisine 1 2 3 4 5

Chinese Cuisine 1 2 3 4 5

Japanese Cuisine 1 2 3 4 5

Korean Cuisine 1 2 3 4 5

Italian Cuisine 1 2 3 4 5

French Cuisine 1 2 3 4 5

Local Cuisine 1 2 3 4 5

Dessert and Pastry 1 2 3 4 5

7. Please rate your interest from the scale of 1 – 5 in the following activity you would prefer

to learn your cooking skill?

Not Very

Interested Interested

Class Demonstrations by trained chefs 1 2 3 4 5

Online Demonstrations by trained chefs 1 2 3 4 5

Baking and Culinary Team Building 1 2 3 4 5

Family Baking and Culinary Workshop 1 2 3 4 5

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8. How often do you access YouTube Website?

( ) Daily

( ) 2 – 3 times weekly

( ) Once a month

( ) Once in a blue moon

9. Please tick the Top 2 purposes of accessing YouTube Website?

( ) Personal Entertainment

( ) Learn new skills

( ) Research for information

( ) Content creation: Upload and share videos

( ) General Surfing

10. What is the motivation to use online learning opposed to classroom learning? (Choose

ALL that apply)

( ) Convenience

( ) Novelty

( ) Ability to multi tasking

( ) Cost effective

( ) Ability to learn at own pace

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Section B

11. What is your gender?

( ) Male

( ) Female

12. Which Age Group do you belong to?

( ) 25 - 34 years old

( ) 35 - 44 years old

( ) 45 - 55 years old

13. What is your Occupation / Job related?

( ) Professional/Management

( ) Sales/Service/Marketing

( ) Administrative/Executive/Secretarial

( ) Business Owner/Sole Proprietor

( ) Student/Retired

( ) Housewife/Home-maker

( ) Others

14. What is your Annual Income level?

( ) < $ 15,000

( ) $ 15,000 - $30,000

( ) $ 30,001 - $ 50,000

( ) $ 50,001 - $ 75,000

( ) > $75,000

Thank you for your participation in the survey and wishing you have a nice day

ahead..!!!

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Annex 2: Secondary research/ReferencesWebsite

1) Susan. 2003.Shermay’s Cooking School. [online],

http://www.shermay.com [Accessed 21 May 2010]

Books1) Wilson, A. 2006. Marketing Research An Integrated Approach.

England: Pearson Education Limited

3) SPSS results in CD

http://www.shermay.com/

http://www.shermay.com/

MRM Project Shemay Cooking Report_shirlene Ray Ed5t (2)

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