1. Cody Hart, Nick McCloud,
Maggie Snaza, and Rachael Wescott
***Please note: The following analysis was completed using information from qualitative
research. Even though data was gathered using qualitative research techniques, this information should be considered
directional, not definitive.

2. MAIN OBJECTIVE
• Determine the market potential placing one or more HealthyYou Vending Machines
on the CWU campus, and if potential is verified, what strategies can be implemented
to increase the potential revenue from HeathyYou Vending Machines.

3. SUB OBJECTIVES
• Product
• Students’ current perceive the healthiness of their eating habits
• Test desire for healthier food on campus
• Determine if students would openly suggest healthier food options
• Understand the current perceptions of vending machines (CWU Campus)
• Determine if they are more willing to buy snacks, drinks or entrees
• Promotion
• Determine how students would expect to learn about a HYVM on campus
• Price
• Uncover the price points students expect for different categories
• What is the optimal preferred price and price band
• Place
• Understand the location that would maximize the market potential
• Market Potential Usage
• Determine students’ initial reaction to the concept of a HYVM
• Understand the overall likelihood that students using a HYVM at CWU campus
• Determine the potential increased usage of HYVM compared to existing vending machines on
campus
• Determine what specific products they want in a HYVM

4. EXECUTIVE SUMMARY
• Based on our findings we believe that HealthyYou vending machines would be successful on
campus.
• Entrée options least likely to be purchased
• An unaided, negative mindshare perception of existing alternatives.
• Not Healthy
• Dynamic, eye-catching design
• Drive exposure, attention and perception
• Students are more likely to use the HealthyYou vending machines than the current vending
machines that are on campus.
• Fish Bowl, Black and SURC
• Students want more healthy options that are inexpensive
• Entrees would not be profitable in this market

5. METHODOLOGIES
• Intercept methodology that used convenience sampling
• Participants
• Had to be CWU students
• Use or consider using vending machines
• Qualitative
• Two focus groups of n=4
• Each group was about an hour and half long
• Quantitative
• Created a 34 question survey
• CWU students
• n=149

6. STUDENTS CURRENT PERCEPTIONS OF HOW
HEALTHY THEIR DIETS ARE
3%
37%
55%
5%
0%
20%
40%
60%
Not Healthy Somewhat Healthy Fairly Healthy Extremely Healthy
AnswerPercentage
Percentage of People in each Healthy Eating
Category
60% of all participants think that they eat fairly or extremely healthy. The other 40% do not think
they eat healthy.
n=141
The general consensus of
both groups was that
they didn’t have time to
eat healthy
Most people felt that
they would eat
healthier if they could

7. STUDENT OPENLY SUGGESTING HAVING HEALTHIER OPTIONS
34%
21%
45%
DRINKS
Satisfied with Options
Unhealthy
Healthy
When asked what is lacking in vending machines participants brought up healthy food on there own
before they were exposed to the concept of the product.
31%
15%
54%
FOOD/ SNACKS
n=140n=140
The groups came up
with things like cliff
bars, healthy jerky,
oatmeal, and fruit
snacks.
Both groups already had
a problem with the
choices currently
offered.
The groups were never
asked to give healthy
products, but
immediately gave
options.

8. THE NEED FOR MORE HEALTHY FOOD
OPTIONS ON CAMPUS
9% 4%
38%
49%
0%
50%
100%
Answerpercentage
Percentage of People Who Agree
or Disagree with Statement
Students want more healthy food options on campus.
Every participant agreed that
there isn‘t enough healthy food
options on campus.
Both groups were excited to
talk about the topic once the
vending machine was exposed.n=139

9. THE CURRENT PERCEPTION OF VENDING MACHINES.
• “Who knows how long its been in there”-Kyle
• Every participant was extremely skeptical towards vending machines.
• A lot of the participants questioned how healthy vending machine food could be.
• “I don‘t trust vending machines”-Sean
There is a negative connation towards vending machines.

10. PRODUCT CATEGORIES STUDENTS WOULD BE MORE OR LESS
LIKELY TO PURCHASE: SNACKS, DRINKS, OR ENTREES.
48%
43%
15%
58%
28%
14%
0%
20%
40%
60%
80%
Snacks Drinks Entrees
AnswerPercentage
Male
Female
When placing products in the vending machine it is important to remember that women and men
want different products. Entrees were the least likely to be purchased among all product categories.
We used specific
products offered in
the HealthyYou
When considering
healthy snack options
the groups loved to
protein bars.
Entrées
weren't
considered by
a majority of
participants.
n=134
“it'd be nice to eat
something more
substantial”-Britt

11. BEST PROMOTION METHOD TO STUDENTS FOR THE OPENING OF
A HEALTHYYOU VENDING MACHINE
Friends
11% Facebook
11%
Posters
11%
Seeing the
Vending
Machines…
Other
2%
Primary Preference
The best way to promote the product to students is to have an eye catching design and be placed in a
prime location.
56%
39%
54%
26%
2%
0% 20% 40% 60%
Friends
Posters
Other
Answer Percentage
Secondary Preference
n=131
“Just put them
up, and walk
away”-Audra
“Dude what are these
new vending
machines”- Maggie
group 2

12. THE PRICE BAND AND EXPECTED PRICE ASSOCIATED WITH EACH
PRODUCT CATEGORY
“Everything on
here is $2 in the
store, maybe.”-
Maggie group 2
People are willing to pay more for entrees than for drinks and snacks. Drinks and snack are
approximately the same. Average prices that people are expect to pay: Snacks $2, Drinks $2,
Entrees $3.50
The average
expected price for
snacks and drinks
was $2.25, while
the expected price
or entrées was $3
This topic caused
some
controversy.
$-
$2.00
$4.00
$6.00
Snacks Drinks Entrees
DollarAmount
High
Average
Low
n=131
We asked: What price would you considered TOO HIGH (OR TO LOW) for a healthy SNACK (Or
DRINKS OR ENTREES), by too high we mean the point you would NOT be able to consider
purchasing. [SELECT ONE]

13. LOCATIONS RECOMMENDED BY STUDENTS
68%
62%
24%
21%
19%
0 20 40 60 80 100
SURC
Fishbowl
Black Hall
Shaw
Nicholson Pavilion
Answer Percentage
The top three locations to place the HealthyYou vending machine are the SURC, the library
fishbowl, and Black Hall.
“A lot of people
take classes in Shaw
Smyser”- Courtney
“Library is a no
brainer”- Kyle
n=131

14. THE OVERALL STUDENT LIKELIHOOD OF HEALTHYYOU
USAGE
67%
58%
64%
50%
55%
60%
65%
70%
Female Male Total
AnswerPercentage
Female
Male
Total
Participants are likely to use the HealthyYou vending machine. Females are more likely to use the
vending machine than males
Maybe if you
taking the
“vending” out of
it. Group 1
n=138 When talking about
the entrees Audra
said “I wouldn't care,
I wouldn't use it.”

15. INITIAL REACTIONS; EXPOSURE OF HEALTHYYOU
“I would pay extra in
tuition to have these
on campus”
The majority of people had a positive reaction to the idea of the HealthyYou vending
machine.
“I would love to see a vending
machine like that because it
would help make healthier
choices. Also it would be nice to
get fresh fruit on the go.”
“I would love
this! As long as it
is cheap”
“I have no thoughts on it. I
really do not care.”
“That immediately
catches my eye.”-Sean
“Is this already a
thing, cause if it isn't
it should be”-
Courtney

16. INCREASED USAGE COMPARED TO CURRENT VENDING MACHINE USAGE ON
CAMPUS
$0.00
$2.00
$4.00
$6.00
$8.00
$10.00
$12.00
$14.00
$16.00
HealthyYou
vending
machine
Current
vending
machine
DollarsSpentpermonth
Students would be more willing to use the HeathyYou vending machine compared to the vending
machines currently on campus.
“I don't even carry
my wallet when I
am on campus.”-
Maggie group 1
“I don‘t usually
have a lot of cash
on me.”-Miranda
0
1
2
3
4
5
6
HealthyYou vending
machine
Current vending
Timesusedpermonth
Meal plan usage was a significant finding*
n=141
n=141

17. PRODUCTS STUDENTS MOST WANT TO SEE IN HEALTHYYOU
VENDING MACHINES
Fruit
48%
Trail
Mix
10%
Nutritio
n Bars
21%
Cereal
&
Granola
Bars…
Cracker
s
2%
Pretzels
& Chips
6%
Snacks
The five snacks that are most wanted are fruit, nutrition bars, cereal & granola bars, trail mix, and
pretzels & chips. The four drinks that are most wanted are water, smoothies, tea &
coffee, and juice.
Water
28%
Smoothi
es
24%
Protein
Shakes
9%
Energy
Drinks
5%
Juice
16%
Tea &
Coffee
18%
Drinks
“90% of what is in
there is potato
chips and sugar” –
Maggie group2
“PIRATES
BOOTY!!!!”-
Audra
Blue diamond
almonds”-Maggie
n=137
n=137
n=137

18. RECOMMENDATIONS
• HealthyYou vending machines should be placed in the Fishbowl, Black Hall, and
Shaw Smyser
• We do not recommend the SURC because of all the competition.
• The vending machines should not include entrees
• The prices for snacks and drinks should not exceed $3.50
• The best way to market the HealthyYou vending machine is by having an eye
catching design and good placement within the building. Other options would be
Facebook and WOM
• Allow meal plan use