ESCUELA SUPERIOR POLITÉCNICA DEL LITORALTraditional Cakes        “Sweet and Coffee”            GROUP MEMBERS:             ...
EXECUTIVE SUMMEROur market research Project is about the introduction of a new desert line in Sweet and Coffeethat we name...
TABLE OF CONTENTEXECUTIVE SUMMER ............................................................................................
SURVEYS .....................................................................................................................
INTRODUCTIONThe globalized world where we live has changed the eating habits of the people, the time thatwe have at the ac...
HYPOTHESIS OF THE RESEARCHMany people enjoy eating deserts in a comfortable and relaxed place, especially those“traditiona...
DESCRIPTION OF THE COMPANY                                                  Sweet and Coffee its a cafeteria and gourmet  ...
SECONDARY DATASecondary data is the information that has previously been gathered by someone other thanthe researcher and ...
ABOUT SWEET AND COFFEESweet & Coffee ® was founded in 1997 as the first coffee shop specializing in Coffee andSweets Gourm...
PhilosophySweet & Coffee began as a small company that made coffee and desserts. The values of Sweet& Coffee are reflected...
Leave Your MarkFor every cup of coffee we sell Sweet & Coffee donates a penny to FASINARM for employmentand educational in...
ABOUT THE COMPETITIONWe have identified three different types of competitors:Frist; the brand competition, this is competi...
CORN CAKE                                  This cake is based on corn which has been shelled and                          ...
PRIMARY DATAINTRODUCTIONThe primary data is the information that we observed and gathered directly, it means fromfirst-han...
FOCUS GROUPIt’s a discussion that develops to find the answers of problems detected by the company abouttheir products. It...
CONCLUSIONSFor this topic we selected a group of young people from 19 to 21 years old, enrolled between4st. and 7st. semes...
RECOMMENDATIONSSweet and Coffee has diversity type of cakes and beverage in its current menu. But some of itsregular costu...
BLIND TESTThe blind test technique is usually used when the researcher want to know the criteria ofconsumer about the char...
CONCLUSIONES AND RECOMMENDATIONSThe principal objective when we decided to conduct a blind test was determine if people ca...
OBSERVATION TECHNIQUEAt the moment to make business is important to do an excellent marketing research for obtaininformati...
The atmosphere in this place is warm and welcoming, the facilities are adequate clean at alltimes, it is easy to identify ...
chocolate and coffee in all presentations offered. This is the information that we could obtainwith our visit to Sweet & C...
[22]
SURVEYSStatistical survey is a method for collecting quantitative information about items in apopulation. In order to obta...
As the formula shows, we chose a 95% of level of confidence, so we have 5% of error, thattook us to find a z=1.96. As we d...
STATISTICAL ANALYSIS     FREQUENCIES1.   ¿Con que frecuencia consume cakes?     As a result of our 399 valid surveys, we s...
2) ¿Qué lugar usualmente frecuenta para consumir un cake?From 374 valid surveys, we can observe that 61,6% of people prefe...
3) ¿Con que frecuencia acude a ese lugar?    From 400 valid surveys, we observed that 61.8% of respondents attend between ...
4) ¿Qué otros productos consume en el lugar que usted eligió en la pregunta # 2?                                  Otros pr...
cafe, chocolate y dulces     3            ,8      ,8      89,9           cafe, chocolate y            2            ,5     ...
From 398 valid surveys, it possible to conclude that Sweet and Coffee most preferred productsare milkshakes and ice creams...
5) ¿Cuál es la razón por la cual usted eligió ese lugar?From 354 valid surveys, the 58.5% of respondents chose quality as ...
6) ¿Cuál es el sabor del cake que usted prefiere?The study shows that from 376 valid surveys, the 56.1% of respondents pre...
7) Siendo 1 muy bueno y 5 muy malo ¿Qué le parece la idea de introducir en Sweet and Coffeecakestípicos de zanahoria, zapa...
8) De entre los siguientes sabores, indique ¿cuál es su preferido?From 360 valid surveys, we observe that the preference o...
9) ¿Cuánto está dispuesto a pagar por estos cakes?From 390 valid surveys, the 60% of people would we willing to pay for tr...
10) IndiquesugéneroFrom 395 valid surveys, we noticed that 41.5% were men and 58.5% were women. This showsthat the surveys...
11)IndiquesuedadFrom 398 valid surveys, the majority of respondents with a cumulative percentage of 89.4%are in an age ran...
CORRELATIONS    If the price of products is related with the gender.The matrix shows that the correlation index (0.052) i...
 Favorite flavor or cakes and age of consumers.The correlation index (-0.111) is lower that the level of significance, so...
 The idea of the traditional cakes and the age of consumers.The correlation index (-0.2) is lower than the level of signi...
T-TESTS    The price of cakes related with the gender of consumers.According to the table, we have a level of significanc...
 The favorite places for the consumption of cakes and the reason for      consumer choice.According to hypothesis test ta...
REGRESSIONS    Study conducted to determine if there is any relationship between how often     consumers go to their favo...
 Study conducted to determine if there is any relationship between the reasons for     consumer’s choice and the favorite...
 Study conducted to determine if the flavor is related to the idea of introduce a nwe     line of product.There’s statist...
 Study conducted to find out if there’s any relationship between flavor and            the gender of respondents.        ...
a                                                   CoeficientesModelo                                                    ...
CHI-SQUARESStudy conducted to determine if there is any relationship between age and place.                               ...
SUMMARY AND CONCLUTIONSIt’s quite important to get the best information we can get, it means the must trustable andaccurat...
MARKETING RECOMMENDATIONSThe new line of traditional cakes named as “Traditional Ecuadorian’s deserts” could be carriedout...
REFERENCES Recipes  Pilar Tutillo Méndez.  pili_tutillo_68@hotmail.com  Phone: (+593) 4-2017293 Sweet and Coffee Website...
APPENDIX                                      QUESTIONNAIRE DESIGN     Sweet and coffee     Esta encuesta se la realiza co...
[53]
6.   ¿Cuál es el sabor del cake que usted prefiere? (elija uno)     __         CHOCOLATE                                  ...
SPSS[55]
[56]
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Traditional cakes project

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A Marketing Research Project conducted in order to launch a new line of cakes at Sweet and Coffee

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Traditional cakes project

  1. 1. ESCUELA SUPERIOR POLITÉCNICA DEL LITORALTraditional Cakes “Sweet and Coffee” GROUP MEMBERS: JeanCarlo Álvarez Luis Menéndez. Fernanda Sanunga Jorge Villamarín TEACHER: Maria Cecilia Moreno DATE: 1/25/2012
  2. 2. EXECUTIVE SUMMEROur market research Project is about the introduction of a new desert line in Sweet and Coffeethat we named “Traditional Ecuadorian’s deserts”By using different process of observation, investigation, gathering such as the qualitative andobservations techniques we established some important parameters about the design of thenew desert line according to the preferences of potential customers.We have used qualitative research technique for the purpose of obtain information aboutcustomers preferences and to know their opinions about introducing new flavors of cakes.We have used observation technique in order to know how the behavior of the employeeswith the customers is.In order to collect our secondary information, we extract data from electronic source, andinternal reports of the company.As a result of our investigations we identified that the target market should be the young andthe adults between 15 and 25 years old; and that the traditional Ecuadorian’s desertspreferred by the customer was the corn cake followed by the ripe plantain cake, that’s how wekwon the cakes that will be implemented in the final menu. [1]
  3. 3. TABLE OF CONTENTEXECUTIVE SUMMER ..................................................................................................................... 1INTRODUCTION ............................................................................................................................. 4HYPOTHESIS OF THE RESEARCH .................................................................................................... 5 THE PROBLEM STATEMENT....................................................................................................... 5 DESCRIPTION OF THE PROBLEM ............................................................................................... 5 GENERAL OBJECTIVES............................................................................................................ 5STATEMENT OF THE RESEARCH OBJECTIVES ................................................................................ 5 PRIMARY OBJECTIVES................................................................................................................ 5 SECONDARY OBJECTIVES ........................................................................................................... 5DESCRIPTION OF THE COMPANY .................................................................................................. 6RESEARCH METHOD ...................................................................................................................... 6 DESCRIPTION OF THE METHOD................................................................................................. 6SECONDARY DATA ......................................................................................................................... 7 ADVANTAGES ........................................................................................................................ 7 DISADVANTAGES ................................................................................................................... 7 INTERNAL SOURCES................................................................................................................... 7 EXTERNAL SOURCES .................................................................................................................. 7 ABOUT SWEET AND COFFEE...................................................................................................... 8 ABOUT THE COMPETITION...................................................................................................... 11 ABOUT THE PRODUCTS ........................................................................................................... 11 CARROT CAKE ...................................................................................................................... 11 CORN CAKE .......................................................................................................................... 12 PUMPKIN CAKE.................................................................................................................... 12 RIPE PLANTAIN CAKE ........................................................................................................... 12 SWEET POTATO CAKE .......................................................................................................... 12PRIMARY DATA ............................................................................................................................ 13 INTRODUCTION ....................................................................................................................... 13 ADVANTAGE ............................................................................................................................ 13 DISADVANTAGE ....................................................................................................................... 13 METHODS ................................................................................................................................ 13 FOCUS GROUP ..................................................................................................................... 14 BLIND TEST .......................................................................................................................... 17 OBSERVATION TECHNIQUE ................................................................................................. 19 [2]
  4. 4. SURVEYS .............................................................................................................................. 23SUMMARY AND CONCLUTIONS .................................................................................................. 49MARKETING RECOMMENDATIONS ............................................................................................. 50METHODOLOGICAL LIMITATIONS ............................................................................................... 50REFERENCES ................................................................................................................................ 51APPENDIX .................................................................................................................................... 52 CASRO ANALYSIS .........................................................................Error! Bookmark not defined. RESPONSE RATE FORMULA .....................................................Error! Bookmark not defined. QUESTIONNAIRE DESIGN ........................................................................................................ 52 SPSS ......................................................................................................................................... 55 [3]
  5. 5. INTRODUCTIONThe globalized world where we live has changed the eating habits of the people, the time thatwe have at the actuality is short compared to with years ago, and the pace of life is moreaccelerating. The time to perform various daily activities is very short; therefore it is importantto find a balance for these changes to be coupled to our lives, this change has resulted in achange in consumption patterns for all the people around the word.One of the most profitable businesses is the fast food. In recent years the demand of fast foodhas grown, this effect is reflected in the great number of businesses that have sprung uparound the world. In our country, those restaurants are expanding the number of stores in themajor cities such as Guayaquil and Quito. In Ecuador there are many fast food restaurants thathave arisen in recent years an example of this is Sweet & Coffee.Businesses that succeed are those who constantly reinvent themselves and change theircharacteristics to be more competitive and not lose market share; for this reason we need toconsider whether to introduce a line of cakes based on traditional ingredients such aspumpkins, corn, breadfruits and carrots. We will do our project with a company that is alreadyestablished in the market such as Sweet & Coffee, which was founded in 1997 as the firstcoffee shop specialized in gourmet coffee and sweets in Ecuador. Sweet & Coffee is a companythat is successful in the Ecuadorian market; this is due to the quality of their product and goodservice they provide to their customers.It is becoming more common that consumers require companies to make constant changes inproducts or services they offer to maintain their loyalty to the company. To introduce a newline of cakes in this company could be a great strategy for Sweet & Coffee for this reason wewant to do a project in which we have to do a market study of a business that is in constantgrowth how is the enterprises of fast food. [4]
  6. 6. HYPOTHESIS OF THE RESEARCHMany people enjoy eating deserts in a comfortable and relaxed place, especially those“traditional deserts” of Ecuadorian kitchen such as: clog cake, sweet potato cake, pumpkincake and rip banana cake.However there’s not a lot or places that satisfies this demand; that’s why “Sweet and Coffee”has a strategy plan to determine if the customers will consume this new deserts line, byevaluating their preferences among the different kinds of deserts that could be offered, inorder to find the most accepted deserts to be included into our products. THE PROBLEM STATEMENT DESCRIPTION OF THE PROBLEMSweet and Coffee is a company specialist in the production of coffee and deserts, but it has nota line that includes the Ecuadorian’s kitchen deserts that are not been exploded inconsideration of the consumer’s preferences.The research is needed to study and determine the level of acceptance of a new line of desertsthat includes the Ecuadorian’s kitchen deserts we going to use different marketing strategiesto know the consumer’s preferences that are not been exploited by the company.GENERAL OBJECTIVES  To increase the variety of products that Sweet and Coffee offers.  To determine if the consumers are disposed to consume Ecuadorian’s kitchen deserts at Sweet and Coffee  To know which the percentage of the participation that Sweet and coffee have in the market. STATEMENT OF THE RESEARCH OBJECTIVES PRIMARY OBJECTIVES  To determine if the new “traditional deserts” line will be accepted by the consumers.  To know which are the “traditional deserts” preferred by the consumer, in order to design a new menu.  To determine the target market of the “traditional deserts”  To determine if the customers will be interested in another kind of deserts other than those offered yet and the “traditional desert” that we’re trying to introduce. SECONDARY OBJECTIVES  To know the opinions of the people about the company.  To determine if the customers think that “Sweet and Coffee” is an income- producing company.  To establish the kind of people who go to “Sweet and Coffee”  To establish the conclusions, recommendations and the project’s limitations. [5]
  7. 7. DESCRIPTION OF THE COMPANY Sweet and Coffee its a cafeteria and gourmet bakery with more than 14 years on the market. Founded by Soledad Hanna and Richard Peet, Sweet& Coffee it’s a well-known brand now days, with more than 200 employees, 21 establishments in Ecuador and 1 in Panama. Attending almost 200 clients per day, Sweet & Coffee was not the same young cafeteria that Illustration 1 Founders of Sweet and Coffee opened its first establishment in Mall del Sol.Focused on quality and internal development of its employees, Sweet & Coffee has created itsown center of capacitation, known as “Universidad Del Café”. When its future workers learnhow to elaborated the most delicious and renowned variety of products made with coffee,milk, cocoa or cream. They also offer to its customers a large number of cakes, pies and sweetor salt desserts. RESEARCH METHOD DESCRIPTION OF THE METHODThe Marketing Research helps to have strategies in the market for determining the besttechniques for specifics goals. It is a good way to design the new target market in theenterprise. We want to introduce the new line in Sweet & Coffee based on traditionalingredients such as pumpkins, breadfruits, carrots and corn.The foremost objective is determining the methods and the techniques that we need to use. Inthe exploratory research we will perform the techniques such as the blind test, focus groupand the observation about the company. The descriptive research method to be used is thesurveys obtaining additional information.The first step is to collect information, it is really important to know how to obtain theinformation that we want for market research. We will determine which are the productsconsumed regularly by the Sweet & Coffee customers, we also want to know which would betheir preferred cake.The observation techniques will help us to do a good job in our Marketing Research. We aregoing to collect data to know the behavior and the preferences of the costumers. It will alsoidentify new marketing opportunities with the new line of traditional cakes of Ecuador. Thesetechniques are necessary to explain and determine the results about the marketing research.We need to identify the information effectively and to achieve our objectives we will realizesome techniques such as focus groups, surveys and observation to establish the informationwe want to analyze, this is the most important step to do our project. Actually the mostimportant step is to establish the marketing problem, not this one. Each method will providedifferent information, but all conclusions that we get with each technique will be essential toobtain the information we need. [6]
  8. 8. SECONDARY DATASecondary data is the information that has previously been gathered by someone other thanthe researcher and for other purpose than the research project at hand, this has many uses inmarketing research as applications in economic-trend forecasting, corporate intelligence,international data, public opinion, and historical data.ADVANTAGES Are obtained quickly Are inexpensive Are usually available Enhance existing primary data May achieve research objectiveDISADVANTAGES Reporting units are incompatible Measurement units do not match Class definitions are not usable Data are outdatedINTERNAL SOURCESData that have been collected within the firm http://www.sweetandcoffee.com.ecEXTERNAL SOURCESDatabases supplied by organizations outside the firm for public distribution. http://www.eluniverso.com// http://www.americaeconomia.com/ http://www.facebook.com/sweetandcoffee?sk=wall https://twitter.com/#!/sweetandcoffee [7]
  9. 9. ABOUT SWEET AND COFFEESweet & Coffee ® was founded in 1997 as the first coffee shop specializing in Coffee andSweets Gourmet Ecuador. Sweet & Coffee ® features premium coffee for the perfect areaof Ecuador, a team first, candy gourmet and of course determined to be a pride toEcuadorians. By combining these resources are the favorite cafe of Ecuadorians and for all whotry it first.We are pleased to have created a family business where customers are proud of our successtransparent and where the team work of Sweet & Coffee ® has cultivated a fun workenvironment demanding but very rewarding because of the growing and learningopportunities offered. Our enthusiasm for product quality, customer service and creatingpositive impacts in communities it’s our clue to beyond all limits.For over 10 years we have had the pleasure to educate, entertain, serve and of coursecelebrate each of our traditions with thousands of our customers who visit us daily in ourstores, website and social networks.History about the companyWhen Soledad Hanna and Richard Peet met while they were working in the Peoples Bankbuilding, located at the corner of Luque and Pedro Carbo, they did not expect that years later,in the same place, would be located one of 29 locals of Sweet and Coffee they have inGuayaquil.They were not thinking about a chain, it was just a good idea they had since Soledad prepareddesserts to Richard when they were dating. They married and decided to start Sweet andCoffee after a month, but the idea was so good that, after 13 years of its creation, it is ready totranscend borders.To mount the business, they used their own capital. He owned some clubs that hit in the 90suntil one day he said "or the clubs or marriage", then they took so seriously that union whichwere not only a family of three children, but also a business group of three businesses: Sweet& Coffee, the River Park playground and Mambo Juice, a chain of juice in Guayaquil.Sweet & Coffee is a place that offers desserts and coffee which gives equal importance to bothproducts. The idea required a $ 50,000 initial investment and for its entire career they haveused their own funds, they have never needed a loan to grow because Richard and Soledadchose to expand their cautious way, just as they prepare their delicious food: with low heat.Therefore, although the business had a lot of customers from the beginning and generatedgood profits, the organization and structure of the company were adapting their size. Just twoyears after they created Sweet and Coffee, Peet family began to open their own kitchens andafter five years, they organized their employees into 10 departments and built one kitchenwhere all products were cooked, in order to make a quality control. Other improvements werebuying quality coffee growers from Loja, and the creation of a training center for itsemployees, the Coffee University, located in River Park facility, where the barmen learn aboutcustomer service and preparation of products. [8]
  10. 10. PhilosophySweet & Coffee began as a small company that made coffee and desserts. The values of Sweet& Coffee are reflected in the operational and administrative team of the company. We put ourheart and desire in everything we do and the following principles are our foundation forfurther growth and achieve our goals: • Our client is the most important From the beginning we have strived to provide the best possible experience in our stores. We are always mindful that our actions are to serve you and want you to enjoy every moment you share with us the most. If necessary, we get out of the routine to satisfy the most demanding. • Quality is better than quantity Sweet & Coffee ® attaches great importance to the small details that create a positive impact in your life. We appreciate that you chose as your favorite cafeteria and we want to give you always the best of the best. • We can be professional without wearing a tie Our founders created Sweet & Coffee ® with the idea that work should be challenging, and challenges should be fun. The Sweet & Coffee ®team consists of energetic people with creative approaches to work, leisure and life itself. Our work environment is fun and challenging and we value diversity. • Good is not good enough For us to be excellent is only the beginning and not the ultimate goal. We set our goals pretty high because that way we know more we will strive to achieve and thus go further than we expected. Aim to undertake innovation in the creation of new cafes and the best tasting sweet and always top quality and you can not only satisfy alltastes but also exceed expectations.Social responsibilitySince 2007, Sweet & Coffee ® has been recognized as a highly responsible café society. Wework with FASINARM to promote employment and educational inclusion of children and youthwith intellectual disabilities through our campaign Let Your Mark.We are currently working on projects to support national art talent and also seek to educateand raise awareness among our customers about the importance of our natural resources andenvironmental stewardship. [9]
  11. 11. Leave Your MarkFor every cup of coffee we sell Sweet & Coffee donates a penny to FASINARM for employmentand educational inclusion of children and youth with disabilities intellectual as Albert Einsteinsaid we architects of our own destiny and we know that working together in harmony butmostly with love is the only way real progress there.MissionMay all our customers enjoy a very special moment with our friendly service and our widevariety of coffee and sweets made for the most demanding tastes.VisionTo be leaders in the food market and rely on a brand positioned and a growing business,opening new outlets across the country and selling franchises in Ecuador and in othercountries of the world.EnvironmentalLive our philosophy! We are making a change in our packaging to reduce our ecologicalfootprint. [10]
  12. 12. ABOUT THE COMPETITIONWe have identified three different types of competitors:Frist; the brand competition, this is competition with companies offering the same products; inthis case one of the biggest competitors of Sweet and Coffee is Juan Valdez Café, this cafeoffers the same products that Sweet and Coffee, such as: variety of coffee, milkshakes, sweet,salt products, chocolates, among others. We can also include the location as one strong pointto considers, because Juan Valdez has started to locate their cafes at the same places, or nearthat Sweet and Coffee does. La Española is other competitor of Sweet and Coffee but thepeople considerate La Española as a bakery. And others competitors such as: Cafetería CasaTosi, McCafé (McDonald’s), among others; but most people dont know these places as pointof sale of coffee because they are well-known and specialized in selling food.The second, is the substitute products; integrated by the companies that meet the same need,in this case can be all the shops that generally offer coffee or/and sweets, the sweet shopssuch as: Bombon’s, Dolupa, Dolche Incontro, etc. These companies are specialized in sweets,cakes and others. Although they have a different approach,meet the same needs.The third is the general competition; each company competes with others, it means that theconsumers money is limited, therefore costumer have to choose adequately how it willdistributed. ABOUT THE PRODUCTSAll our products were prepared following old recipes provided by one of our grandmother’smember of our team. Those recipes are well-known between general populations. Some of theingredients are season products, something that could be an advantage and disadvantage atthe same time if we consider the cost. Anyway, all of them are easy to find and they belong toour traditional food.CARROT CAKE It’s a cake based on carrot. It’s the only one of our line that uses flour in its preparation. Among the principal ingredients we have: natural oil, brown sugar, flour, eggs, nuts and raisins. An important aspect about this cake is that carrot is not cooked, so it helps to preserve its nutrients and benefits such as carotene, an antioxidant with effective anti-cancer properties. Conventional wisdom isconsidered very good for the eyes, gut healing, diuretic and astringent. [11]
  13. 13. CORN CAKE This cake is based on corn which has been shelled and ground in order to prepare the cake. Some of the ingredients are: cheese, butter, brown sugar, eggs and raisins. Corn wasn’t precooked, so it helps to keep the natural flavor and make it fresher. The preparation is really healthy and can be incorporated into any diet or weight loss maintenance plan balanced.PUMPKIN CAKE A cake based on a precooked and mushed pumpkin. The process of precooking pumpkin is really important because it gives pumpkin the consistence needed and enhance the flavor. The ingredients are: cheese, butter, eggs, milk and brown sugar. Its principal ingredient, pumpkin, is recognized worldwide for its high nutritional content of carotenoids, which areresponsible for giving its yellowish color. It is a vegetable that helps to eliminate fat from thebody, prevents constipation, and reduces inflammation due to its copper content, vitamin Cand carotene. It is anthelmintic, making it essential to combat the intestinal worms.RIPE PLANTAIN CAKE Precooked with some spices and mushed ripe plantain is the principal ingredient of this cake, which also need: butter, brown sugar and milk to complete the recipe. Among the benefits of ripe plantain, we have: is rich in carbohydrates which constitute one of the best ways to nourish our bodies’ energy plant. Be very suitable for the diet of children and athletes.SWEET POTATO CAKE This is a cake based on precooked and mushed sweet potato. To complete the recipe we also need: milk, butter and sometimes sugar. Sweet potato is a source of great health benefits. The sweet potatoes helps stabilize blood glucose levels and reduce insulin resistance. These characteristics have led some researchers to classify as anti-diabetic food. The sweet potatois rich in carotenoids and antioxidants, vitamin A (as beta carotene), and manganese. [12]
  14. 14. PRIMARY DATAINTRODUCTIONThe primary data is the information that we observed and gathered directly, it means fromfirst-hand experience.This type of information is collected specifically to this project, which is going to help us tosolve the problem and achieve the goals we established from the beginning of it. How first-hand information, we can assure that the information collected won’t have any bias orsubjective problem, because was gathered for this specific situation and own opinions won’tbe include.It was usually obtained through clinical trials, case studies, true experiments randomizedcontrolled studies. This information can be analyzed by other experts who might decide to testthe validity of the data by repeating the same process we followed.ADVANTAGE  Information collected is unique.  No one else has access to it.  Information gathered suits our own purpose.DISADVANTAGE  It takes time.  It’s expensive.METHODS  Focus Group  Blind test  Observation Technique  Surveys [13]
  15. 15. FOCUS GROUPIt’s a discussion that develops to find the answers of problems detected by the company abouttheir products. It also helps to know what costumers are looking at the time of buy a product;in that way we’ll find the best ideas and suggestions to put them into practice.The objective of our project is to introduce a line of cakes based on traditional elements of adevelopment such as carrot, pumpkin, sweet potato, corn, ripe banana. Thereby determinewhether these would be accepted by the patrons of Sweet & Coffee.PARTICIPANTS NAME CARRIER AGE SEMESTERAndrés del Valle International Business 20 4Andrea Flores International Business 20 6Manuel Cepeda Marketing 19 4Gabriela Sarmiento International Business 21 6Andrea Vallejo International Business 20 6Maria Villamar Commercial Engineering 21 7Karin Aray International Business 20 6Lissett Panchi International Business 19 6QUESTIONS 1. Are you Sweet and Coffee regular customers? 2. When you hear Sweet & Coffee, which is the first thing that comes to mind? 3. Which are the Sweet & Coffee products you eat the most? Why? 4. Which product can identify Sweet and Coffee? 5. Have you ever eaten traditional Ecuadorian cakes suck as corn, ripe banana, etc.? 6. Among the products you have tasted, which one(s) do you prefer? Could you identify the flavor? 7. Any suggestion about the products you liked the most and which you dislike. 8. How much would you pay for the products? 9. Would you like Sweet & Coffee sell these products? 10. Which would be the ideal beverage to consume with these products? [14]
  16. 16. CONCLUSIONSFor this topic we selected a group of young people from 19 to 21 years old, enrolled between4st. and 7st. semester of our faculty FEN.We divided the focus group in two parts, after and before tasting. In the first part we askedgeneral questions about Sweet & Coffee and how they look the brand. At the second part wefocused our attention about the new line and the products. Here we are the most importantissues we noticed:The majority of participants go to Sweet and Coffee regularly but they don’t define themselvesas a regular consumer of that company. They identify the company as an expert in cakes andcoffee and its most famous product is “TortaMojada de Chocolate” (this product identifies thecompany) but they also mentioned some type of cold drinks based on coffee suck as:“Frapuchino” and “NevadoFrío”.Before they tasted the product we asked if they have ever eaten traditional cakes such as theones we propose in our project, they said they have only eaten at home, not in a bakery orcafeteria.At the beginning of the taste test, it was pretty difficult to the participants identify the correctprincipal product of each cake. They wanted to know it before the taste test. The morerecognized flavor was corn, carrot and ripe plantain; the less one was pumpkin and sweetpotato. The most accepted was carrot cake.About preference, we noticed people don’t like sweet potato cake because they cannotidentify the product and its appearance. The pumpkin cake was rejected by its consistence (notsolid). Raisins were not accepted by participant and they suggest more nuts.They suggested a price rank between $1.50 and $2.50 but they said it’s going to depend of thequality and also the side of the cake’s piece.Each of the participants sees Sweet & Coffee as the perfect place to sell this kind of products,because they know they have different options to choose and the appropriated beverages, hotor cold, to complete their order such as tea, coffee, milk, etc… [15]
  17. 17. RECOMMENDATIONSSweet and Coffee has diversity type of cakes and beverage in its current menu. But some of itsregular costumer would like to have the opportunity to also eat Ecuadorian traditional cakes inthe menu.How it’s important to take the appreciation of our consumer we believe that is better tolaunch the whole products as a new line improving some of the characteristic of each cake, forexample: pumpkin cake must be more solid, sweet potato cake should be sweeter and have abetter appearance, so we can incorporate a decoration to make it more attractive. Corn cakeshould not have raisins (the majority of participants don’t like it) and the carrot cake shouldhave more nuts.We strongly believe that our line would fix perfectly with Sweet and Coffee brand. Our linecould be consumed with the some of the beverage that Sweet & Coffee offers, which couldhelp to strengthen the current products by creating and adding new desserts. The brand iscommitted with Ecuador and its traditions, so our line could be the perfect piece to completethe company image.Why not enjoying all homemade desserts at a well-known, friendly and homely place likeSweet & Coffee?It was the first question we established at the beginning of our project andnow we know we’re not the only persons who would like to have those kinds of products in acomfortable and strong Ecuadorian brand. [16]
  18. 18. BLIND TESTThe blind test technique is usually used when the researcher want to know the criteria ofconsumer about the characteristic of one specific product without paying attention about thebrand or the appearance.In our case, it was basically conducted to determine if consumer would accept our line withoutknowing the principal ingredient of each cake or watching how the product looks like, which isimportant in order to analyze why consumer like or dislike each of our products.PARTICIPANTS 1. Kevin García 2. María Isabel Satán 3. Ana Paola Rodríguez 4. Karen Condo 5. Andrés Faicán 6. Mario Artos 7. Nelson Guerrero 8. Lourdes Aguilar 9. Lissette Castro 10. Jahir Abudeye 11. María Teresa Serrano 12. Iván Pisco 13. Nicolás Garzón 14. Sara Rivera 15. Lourdes CrespoQUESTIONS 1. Could you identify the flavor? 2. Did you like it? [17]
  19. 19. CONCLUSIONES AND RECOMMENDATIONSThe principal objective when we decided to conduct a blind test was determine if people canrecognize the flavor of each of the cakes and if they could accept them despite theirappearance.The majority of people like all the cakes, except the pumpkin cake. They said it wasinconsistent; which confirm their preference about this cake and the result we obtained fromthe focus group. But a difference we founded was the criteria about sweet potato cake,because all the blind test participants liked it, but they mistook it with that of ripe plantain. So,it’s easy to understand how perceptions can change tastes and preference. Appearance itcount also and we should replace purple sweet potato with yellow one or maybe design a nicecover cake. The cake they like the most was carrot but also corn, they appreciated its flavorand consistence.Something reliable to say it’s how easy was recognizing the corn cake and ripe plantain. Themajority of participant could guess those flavors, some of participant could identify someflavors and a minority couldn’t do it at all. This could be a problem if people don’t feel theprincipal ingredient in each cake. For that reason we propose to design covers for each cake inorder to identify them. For example, we should have a carrot cake with little carrot as a cover.A changing in the recipe isn’t recommending because it could damage the consistence, flavorand the basically characteristics in general. [18]
  20. 20. OBSERVATION TECHNIQUEAt the moment to make business is important to do an excellent marketing research for obtaininformation; the information is indispensable to get the necessary tools to have success withour project.Over time Sweet & Coffee has created a positive perception from its consumers, which is verybeneficial for the company. The image projected by the company is to be the pioneer inEcuador in service offering, being a coffee company specializing in gourmet coffee and sweets.Sweet & Coffee is one of the companies with the highest positioning in the main cities ofEcuador.In this project we need to do some techniques such as focus group, observation about thecompany and the blind test, these are some techniques that we need to apply because eachone of these techniques are essential for obtain information. Each technique would give usdifferent information, the information that we can obtain with each technique is specific anddifferent, but all are really important so we will know the information necessary to solve aspecific questions about our project for this reason we want to research the market with thedifferent methods.In this case we are going to explain one the techniques that we need to do for our researchmarket, it is the observation about the company with this technique we can know the servicethat Sweet & Coffee offers to their customers, we also can observe the products and thebehavior of the costumers in the enterprise.OBSERVATION ABOUT SWEET & COFFEEThe observation was made in one of the main shopping centers in Guayaquil, San Marino; wethought to do the observation there because it is one of the largest malls in the city. Theobjective of this technique was to observe to analyze customers behavior before, during andafter the purchase.Sweet & Coffee offers to its consumers an extensive line of products, their products are varied,and therefore, we want to know which of their products are the most sold. [19]
  21. 21. The atmosphere in this place is warm and welcoming, the facilities are adequate clean at alltimes, it is easy to identify the menu offered, it is well differentiated from desserts andbeverages, the classification of these can help to decide quickly what their customers need.The site where it is located the company was full, people who came to Sweet & Coffee arepeople of all ages, so people who are your customers have different characteristics that mustbe satisfied. We believe it would be a good strategy to implement a new line to meet all needswhich may have by their customers because the market of this company is very broad and maycover more market segmentation.The care provided by its staff was cordial and respectful. It should be noted that it is a goodstrategy by the company to have a staff trained to meet all expectations of its customers, thusreducing the waiting time to receive the order.All the information that we could obtain with the observation about the company wasimportant and we could conclude that Sweet & Coffee offers a really good service, everythingis organized, the atmosphere is relaxing, enjoyable, is a place to spend with friends and familyand we could determine the preference of the costumers with the products that thisenterprise sells. Also, we could observe the preferences that consumers have with the cakesSweet and Coffee offers. The most demanded products are the ones that are derivatives of [20]
  22. 22. chocolate and coffee in all presentations offered. This is the information that we could obtainwith our visit to Sweet & Coffee.This technique proved to be very helpful because it helped us to determine what products areof high quality, taste good and variety of drinks that Sweet & Coffee sells, that’s whyconsumers have lot of products to choose from this company. [21]
  23. 23. [22]
  24. 24. SURVEYSStatistical survey is a method for collecting quantitative information about items in apopulation. In order to obtain the information for our project we took a representativesampling of 400 people. We conducted our surveys at Escuela Superior Politécnica del LitoralESPOL, in Sweet and Coffee located at Universidad Católica de Santiago de Guayaquil, at theAv. 9 de Octubre in Guayaquil downtown and in “Mall del Sur” Shopping Center.SAMPLE SELECTIONPopulation: Ecuador.As we know, conduct this technique could be quite difficult if we include all the population,which would be desirable but not possible.Sample provides precise results and offers practical considerations such as cost, time andpopulation size. We should select a representative part of that population if we correctlychoose our sample.Reason for using a sample:  Practical considerations  Inability to analyze huge amounts of data  Precise resultsSAMPLE METHODWe’re going to use a non-probability sample, the one in which the chances of selectingmembers from the population into the sample are unknown.Non-probability samples are faster and cheaper than probability samples which make ourresearch easier.SAMPLING TECHNIQUEWe’re going to use a convenience sampling technique to select the people we’re going tointerview, because we need to determine the acceptance of people about the new line ofcakes, so we need to get as much as different opinions from different people at differentplaces.A convenience sample is a sample where the respondents are selected according to theconvenience of the researcher, because they’re easier to recruit for the study. The researchermakes no attempt, or a limited attempt, to insure that the sample is an accuraterepresentation of some large group of people.The classic example of a convenience sampling is standing by at a shopping center, street orout the store and select she shoppers as they wall to fill up the surveys.Most researchers prefer convenience sampling, the most common of all sampling technique,because it is fast, inexpensive, easy and the subjects are really available. [23]
  25. 25. As the formula shows, we chose a 95% of level of confidence, so we have 5% of error, thattook us to find a z=1.96. As we don’t have any previous study that shows us a specificpreference or demand, we used the worst scenario (p=0.50). The formula’s result told us weshould interview 384 people.Once we have the number of people we should interview, we decided to round it to 400 forpractical reason and also to try to prevent inaccuracy results, cause we know that larger thesample, more accurate the results are. We’re going to interview people from all ages but howit would be difficult to travel long distances; we’re going to do it just in Guayaquil.TYPE OF DATA ANALYSIS  Frequency  Statistical graphics  T-tests  Correlations  Regressions  Chi-squares [24]
  26. 26. STATISTICAL ANALYSIS FREQUENCIES1. ¿Con que frecuencia consume cakes? As a result of our 399 valid surveys, we see that 63,7% consume cake from 1 to 2 times per month, a high percent, which indicates that regardless the type of cake, they have an important place in people’s diet. It also shows there’s actually a potential market that would be willing to consume frequently the cakes we’re trying to introduce in Sweet and Coffee. [25]
  27. 27. 2) ¿Qué lugar usualmente frecuenta para consumir un cake?From 374 valid surveys, we can observe that 61,6% of people prefer to go to Sweet andCoffee to eat a cake, which demonstrates that we’re leaders in this market. In addition, weconclude that our idea of introducing a new line of traditional cakes is going to be well-known quickly by most of people because our establishment is the most visited than ourcompetitors. [26]
  28. 28. 3) ¿Con que frecuencia acude a ese lugar? From 400 valid surveys, we observed that 61.8% of respondents attend between 1 and 2 time per month to their favorite place to eat some cake. This percentage is related to, or is very similar, the table number 1’s percentage (63.7%), which showed how frequently the respondents consume cakes per month. This relation demonstrates the reliability of data, because there’s agreement between how many time people consume cakes and how frequently they visit their favorite places. [27]
  29. 29. 4) ¿Qué otros productos consume en el lugar que usted eligió en la pregunta # 2? Otros productos que consume en este lugar Porcentajeválid Porcentajeacum Frecuencia Porcentaje o ulado Válidos Cafe 43 10,8 10,8 10,8 Cafe Frio 33 8,3 8,3 19,1 Milkhakes y Helados 69 17,3 17,3 36,4 Chocolates 34 8,5 8,5 45,0 Dulces 61 15,3 15,3 60,3 Productos de Sal 16 4,0 4,0 64,3 Otros 17 4,3 4,3 68,6 cafe y cafe frio 5 1,3 1,3 69,8 cafe y milkshake, helados 9 2,3 2,3 72,1 cafe y chocolate 3 ,8 ,8 72,9 cafe y dulces 7 1,8 1,8 74,6 cafe y productos de sal 4 1,0 1,0 75,6 cafe y otros 2 ,5 ,5 76,1 cafe frio y milkshake , 3 ,8 ,8 76,9 helados cafe frio y dulce 3 ,8 ,8 77,6 cafe frio y otros 1 ,3 ,3 77,9 milkshake, helados y 11 2,8 2,8 80,7 chocolate milkshake, helados y 13 3,3 3,3 83,9 dulce milkshake, helados y 4 1,0 1,0 84,9 productos de sal milkshake, helados y 3 ,8 ,8 85,7 otros chocolates y dulces 2 ,5 ,5 86,2 dulces y productos de sal 3 ,8 ,8 86,9 dulces y otros 1 ,3 ,3 87,2 cafe, cafe frio y milkshake, 1 ,3 ,3 87,4 helados cafe, cafe frio y 1 ,3 ,3 87,7 chocolates cafe, cafe frio y dulces 1 ,3 ,3 87,9 cafe, milkshake, helados y 3 ,8 ,8 88,7 chocolates cafe, milkshake, helados y 1 ,3 ,3 88,9 dulces cafe, milkshake, helados y 1 ,3 ,3 89,2 productos de sal [28]
  30. 30. cafe, chocolate y dulces 3 ,8 ,8 89,9 cafe, chocolate y 2 ,5 ,5 90,5 productos de sal cafe, dulces y productos 2 ,5 ,5 91,0 de sal cafe, productos de sal y 1 ,3 ,3 91,2 otros cafe frio, milkshake, 2 ,5 ,5 91,7 helados y dulces cafe frio, milkshake, 1 ,3 ,3 92,0 helados y otros milkshake, helados, 6 1,5 1,5 93,5 chocolates y dulces cafe, cafe frio, milkshake 4 1,0 1,0 94,5 helados y chocolates cafe, cafe frio, milkshake 3 ,8 ,8 95,2 helados y dulces cafe, cafe frio, milkshake 1 ,3 ,3 95,5 helado y productos de sal cafe, cafe frio, milkshake 1 ,3 ,3 95,7 helado y otros cafe frio, milkshake 4 1,0 1,0 96,7 helados, chocolates y dulces cafe frio, milkshake 1 ,3 ,3 97,0 helados, chocolates y otros milkshake helados, 2 ,5 ,5 97,5 chocolates, dulces y productos de sal chocolates, dulces, 1 ,3 ,3 97,7 productos de sal y otros cafe, cafe frio, milkshake 3 ,8 ,8 98,5 helados, chocolates y productos de sal cafe, cafe frio, milkshake 1 ,3 ,3 98,7 helados, chocolates y otros " chocolates, productos 4 1,0 1,0 99,7 de sal y otros " " cafe, cafe frio, 1 ,3 ,3 100,0 chocolates y dulces " Total 398 99,5 100,0Perdidos milkshake, helados, 1 ,3 chocolates y otros chocolate, dulces y 1 ,3 productos de sal Total 2 ,5Total 400 100,0 [29]
  31. 31. From 398 valid surveys, it possible to conclude that Sweet and Coffee most preferred productsare milkshakes and ice creams. An idea to help our idea of traditional cakes in its introductorystage, would be selling both products together o located then strategically in hangers in orderto induce the clients to buy them together. [30]
  32. 32. 5) ¿Cuál es la razón por la cual usted eligió ese lugar?From 354 valid surveys, the 58.5% of respondents chose quality as the principal reason whythey go to their favorite place.As we previously established (according Table 2), Sweet and Coffee is the interviewer favoriteplace, we can conclude that the costumer show this company because it conveys an idea ofquality in its products. This is a good indicator to assure that people enjoy eating at our stores. [31]
  33. 33. 6) ¿Cuál es el sabor del cake que usted prefiere?The study shows that from 376 valid surveys, the 56.1% of respondents preferred thechocolate as preferred for cakes. [32]
  34. 34. 7) Siendo 1 muy bueno y 5 muy malo ¿Qué le parece la idea de introducir en Sweet and Coffeecakestípicos de zanahoria, zapallo, choclo, maduro y camote?From 394 valid surveys, the 33% of people say that the idea of introducing the new line oftraditional cakes in Sweet and Coffee seems regular, this indicates that the idea is not rejectedbut before the implementation, we should formulate a marketing plan in order to get people’sattention to assure the product’s success. [33]
  35. 35. 8) De entre los siguientes sabores, indique ¿cuál es su preferido?From 360 valid surveys, we observe that the preference of people about the different flavors isvaried. There are similar percentages between corn (34.7%) and ripe plantain (32.2%), but alsolow percentage to sweet potato (10.6%) and pumpkin (2.2%). So, the line should just includecorn, carrot and ripe plantain because they are the most desired by costumers. It would beassure us that the idea will be welcomed by costumer with positive critics. [34]
  36. 36. 9) ¿Cuánto está dispuesto a pagar por estos cakes?From 390 valid surveys, the 60% of people would we willing to pay for traditional cakesbetween $1.50 and $2.00. However, the cumulative percentage shows that 89.2% would bewilling to pay a price of up to $2.50. Because of this, we conclude that the price shall not begreater than $2.50 to assure the acceptance of people. [35]
  37. 37. 10) IndiquesugéneroFrom 395 valid surveys, we noticed that 41.5% were men and 58.5% were women. This showsthat the surveys’ results can be applied to both genders. [36]
  38. 38. 11)IndiquesuedadFrom 398 valid surveys, the majority of respondents with a cumulative percentage of 89.4%are in an age range from 15 to 25 years old. This indicates that there are a lot of young-adultpeople that go to Sweet and Coffee, like cakes and to whom the idea of introducing a line oftraditional desserts were ranked as regular or very good. [37]
  39. 39. CORRELATIONS  If the price of products is related with the gender.The matrix shows that the correlation index (0.052) is higher than the level of significance(0.05), so there’s actually a correlation between the price and the age of respondents. Thisanalysis gives us information useful to determine the strategy we need to apply with ourpotential customers.  If the price is related whit the frequency of consumption.The correlation index (0.044) is lower than the level of significance (0.05). Therefore, there isany correlation. This information relieves that the frequency of consumption of cake does notdepend on the price the costumers are willing to pay. It means, people are indifferent aboutthe price. The demand would be inelastic or not too sensible. [38]
  40. 40.  Favorite flavor or cakes and age of consumers.The correlation index (-0.111) is lower that the level of significance, so we can assure there’sany relation between flavor preference and the age of respondents. The favorite flavor to beintroduced and the age of respondents are unrelated variables; it means that the idea ofintroducing this new line is insensitive to the age of costumers.  Favorite flavor cake and gender.The correlation index (0.046) is lower that the level of significance (0.05) which meansthere is no relation between the preferred flavor and the gender of respondents. Thecake’s flavor is not dependent on gender of respondents. It means, there’s no favoriteflavor, so gender doesn’t determine or changed the preference. [39]
  41. 41.  The idea of the traditional cakes and the age of consumers.The correlation index (-0.2) is lower than the level of significance (0.01). Therefore, there is nocorrelation between the idea of introducing the line in Sweet and Coffee and the age ofrespondents. As a result of the analysis we can say that the idea of this introduce this new lineis not dependent on the age of respondents. It means, the target audience in Sweet and Coffeecould be all the clients of this company regardless of their age. [40]
  42. 42. T-TESTS  The price of cakes related with the gender of consumers.According to the table, we have a level of significance (0,804) which is higher than thesignificant level for the test (0.05). Therefore, the null hypothesis must not be rejected and itmeans no significant differences between the average price that consumers are willing to payfor the cakes and the gender of respondents.  The frequency of consumption and how often consumers go to their favorite place.According to the T-test analysis, we have a significance level of (1) which is higher thanthe significance level for the test (0.05). So, the null hypothesis is accepted and it indicatesno significant differences between the mean frequency of consumption of cakes and howoften consumer go to their favorite place. [41]
  43. 43.  The favorite places for the consumption of cakes and the reason for consumer choice.According to hypothesis test table for related samples, we have a level of significance(0.000) which is below the level of significance established for the test (0.05). Therefore,the null hypothesis is rejected and we can say that there are significant differencesbetween the means of the favorite places for the consumption of cakes and the reason forconsumer choice.  About the idea of introducing a new line of traditional cakes and the flavor preferred by consumers.According to the table, we have a level of significance (0.000) which is lower than the level ofsignificance established for the test (0.05). So, the null hypothesis is rejected and we canassure that there are significant differences between the means about the idea of introducingthe new line and the most preferred flavor. [42]
  44. 44. REGRESSIONS  Study conducted to determine if there is any relationship between how often consumers go to their favorite place and the frequency of consumption of cakes.There’s statistical evidence that proves there’s a significant relationship between how oftenconsumers go to their favorite place and frequency of consumption of cakes. This means thatevery time customers come to their favorite place (Sweet and Coffee), they consume at leastone cake. [43]
  45. 45.  Study conducted to determine if there is any relationship between the reasons for consumer’s choice and the favorite places for the consumption of cakes.There’s statistical evidence showing that there’s no relationship between the reasons forconsumers’ choice and the favorite places for the consumption of cakes. It means, to go toa favorite place to consume cake does not depend on the reason for consumers’ choice. Inother words, the individual comes to that a place because its transcendence, brand ortaste. This is positive to Sweet and Coffee because the result of marketing reason showsthat consumer has a preference for this company. [44]
  46. 46.  Study conducted to determine if the flavor is related to the idea of introduce a nwe line of product.There’s statistical evidence showing a relationship between the preferred flavor and theidea of introduce a new line of cakes. It means the idea of the line depends on the flavors tobe introduced; costumers accept the idea according their preference. According toconsumers, the corn cake must be introduced in order to meet their wants. [45]
  47. 47.  Study conducted to find out if there’s any relationship between flavor and the gender of respondents. b Variables introducidas/eliminadasModelo Variables Variables introducidas eliminadas Método di 1 Género de los . Introducir ame encuentadosnsion 0a. Todas las variables solicitadas introducidas.b. Variable dependiente: Sabor preferido para serintroducido Resumen del modeloModelo R cuadrado Error típ. de la R R cuadrado corregida estimación a di 1 ,046 ,002 -,001 1,471mension 0a. Variables predictoras: (Constante), Género de los encuentados b ANOVAModelo Suma de Media cuadrados gl cuadrática F Sig. a1 Regresión 1,658 1 1,658 ,766 ,382 Residual 770,490 356 2,164 Total 772,148 357a. Variables predictoras: (Constante), Género de los encuentadosb. Variable dependiente: Sabor preferido para ser introducido a CoeficientesModelo Coeficientes Coeficientes no estandarizados tipificados B Error típ. Beta t Sig.1 (Constante) 3,341 ,264 12,673 ,000 Género de los encuentados ,138 ,158 ,046 ,875 ,382 [46]
  48. 48. a CoeficientesModelo Coeficientes Coeficientes no estandarizados tipificados B Error típ. Beta t Sig.1 (Constante) 3,341 ,264 12,673 ,000 Género de los encuentados ,138 ,158 ,046 ,875 ,382a. Variable dependiente: Sabor preferido para ser introducidoNo statistical evidence showing a relationship between the flavor and the gender ofrespondents. The flavor to be introduced not depends on the gender of clients, man andwomen have equal preference or similar about the flavors of cake to be introduced. [47]
  49. 49. CHI-SQUARESStudy conducted to determine if there is any relationship between age and place. Resumen del procesamiento de los casos Casos Válidos Perdidos Total N Porcentaje N Porcentaje N PorcentajeEdad de los encuestado * 370 92,5% 30 7,5% 400 100,0%Lugares predilectos para elconsumo de cakes Pruebas de chi-cuadrado Sig. asintótica Valor gl (bilateral) a Chi-cuadrado de Pearson 77,759 21 ,000 Razón de verosimilitudes 52,292 21 ,000 Asociación lineal por lineal 11,897 1 ,001 N de casos válidos 370 a. 19 casillas (59,4%) tienen una frecuencia esperada inferior a 5. La frecuencia mínima esperada es ,05.There’s statistical evidence that shows that there’s significant relationship between the age ofrespondents and the favorite places for the consumption of cakes. It means that differentrange of age go to different places. In other words, the age can determine the place chosen toenjoy a cake. [48]
  50. 50. SUMMARY AND CONCLUTIONSIt’s quite important to get the best information we can get, it means the must trustable andaccurate information in order to conduct a right marketing research. The effectiveness of ournew line of traditional cakes in Sweet and Coffee is determined by the analysis of our principalcompetitors and our ability to identify the right way to meet the needs of consumers.This study helped us to get more information about the preference of Sweet and Coffee’sclients and general population, about the idea of introducing a new line of traditional cakes.The information we collected is:  The number of people who go to Sweet and Coffee (57,3%) is higher than the other companies in the market, which are our principal competitors, such us: Juan Valdez (4,5%) and Dolupa (11,5%). The study shows that 57,3% of people we interviewed go to Sweet and Coffee, it means that Sweet And Coffee is a company with good reception in the Ecuadorian market. According to our study, the principal reason why the clients prefer Sweet and Coffee is the quality of its service and products.  The idea of introducing a new line was ranked as regular by the costumers; it means that among 400 surveys, the majority approves the idea.The techniques we used at the first part of the project (Focus Group, Blind Test andObservation) ranked in the top the idea of introducing the new line. Also, it was helpful todetermine which of the cakes the people like the most. The results we got from surveys agreewith the one gotten by the techniques we already mentioned. The favorite flavors are corn,ripe banana and carrot.  The flavor they dislike the most was sweet potato in the two part of the study. That shows their disapproval of consumers about including it in the line.  Dislike the results we got from the first part of the project, the idea of introducing the line was ranked between regular and very good.With the information previously got it, we can assure that the results are positive and with aright marketing strategy and good product presentation, the idea would be good andprofitable for the company. The research also helped us to determine the potential clients ofthis new line. Most of the people between 15 and 25 years old used to go to Sweet and Coffeeand ranked the idea as good, so we can consider those people as our target market. [49]
  51. 51. MARKETING RECOMMENDATIONSThe new line of traditional cakes named as “Traditional Ecuadorian’s deserts” could be carriedout with a great success due to the considerable level of possible consumer.The line should include the following flavors: carrot, corn, ripe banana and pumpkin.The possible actual product offered by Sweet and Coffee which could be perfectly consumedby the clients would be hot and cold coffee, milkshakes or any other beverage based onchocolate or coffee.The sweet potato flavor should not be included or it could be part of a future marketingresearch project, because at the moment is not viable in regards of the wants and needs of thepopulation. METHODOLOGICAL LIMITATIONS  We interviewed common people with not distinctions.  Due to our limited budge we only interviewed people from Guayaquil, creating uncertainness about the preferences of consumer in the rest of the country.  We must consider that maybe there were committed some interviewer errors like: misunderstanding, guessing, attention loss or distractions. So maybe some answers did not reflect the reality.  For future studies there should be considered questions related to the increase consumption specifically in the area of study, which were omitted in these surveys. [50]
  52. 52. REFERENCES Recipes Pilar Tutillo Méndez. pili_tutillo_68@hotmail.com Phone: (+593) 4-2017293 Sweet and Coffee Website http://www.sweetandcoffee.com.ec Slides and information analyzed and learned at classes Ing.María Cecilia Moreno. [51]
  53. 53. APPENDIX QUESTIONNAIRE DESIGN Sweet and coffee Esta encuesta se la realiza con el fin de determinar si es factible introducir una línea nueva de cakes tradicionales en sweet and coffee. Por esta razón solicitamos su colaboración para poder realizar este estudio de mercado. Seria de gran utilidad que conteste las siguientes preguntas para poder recolectar la información que necesitamos. Le agradecemos de antemanoporsuayuda.1. ¿Con que frecuencia consume cakes? __ 1 a 2 veces por mes __ 2 a 4 veces por mes __ 4 o mas vecespormes2. ¿Qué lugar usualmente frecuenta para consumir un cake? (seleccioneuno) __ JUAN VALDEZ __ DOLUPA __ SWEET AND COFFEE __ DOLCHE INCONTRO __ BOMBOM’S __ GOURMET DEL HOTEL ORO VERDE __ OTROS: _____________________3. ¿Con que frecuencia acude a ese lugar? __ 1 a 2 veces por mes __ 2 a 4 veces por mes __ 4 o mas vecespormes4. ¿Qué otros productos consume en el lugar que usted eligió en la pregunta # 2? __ CAFÉ __ CHOCOLATES __ CAFÉ FRÍOS __ DULCES __ MILKSHAKES Y HELADOS __ PRODUCTOS DE SAL __ OTROS5. ¿Cuál es la razón por la cual usted eligió ese lugar? (elijauna) __ CALIDAD __ SERVICIOS __ PRECIO __ UBICACION __ VARIEDEAD DE PRODUCTOS [52]
  54. 54. [53]
  55. 55. 6. ¿Cuál es el sabor del cake que usted prefiere? (elija uno) __ CHOCOLATE __ FRESAS __ VAINILLA __ MANJAR __ COCO __ OTROS7. Siendo 1 muy bueno y 5 muy malo ¿Qué le parece la idea de introducir en Sweet and coffeecakes típicos de zanahoria, zapallo, choclo, maduro y camote? 1__ 2__ 3__ 4__ 5__8. De entre los siguientes sabores, indique ¿cual es su preferido? __ ZANAHORIA __ CHOCLO __ ZAPALLO __ MADURO __ CAMOTE __ OTROS9. ¿Cuánto esta dispuesto a pagar por estos cakes? __ $1.50 - $2.00 __ $2.50 - $3.00 __ $2.00 - $2.50 __ más de $3.0010. Indiquesugenero __ MASCULINO __ FEMENINO11. Indiquesuedad __ 15 -20años __ 21- 25 años __ 26-30 años __ MÁS DE 30 años Gracias por su atención – Tenga un buen día [54]
  56. 56. SPSS[55]
  57. 57. [56]

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