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Improving Customer Satisfaction at The Duck Store
- 1. Group 9: Kylie Bundy, Jeff Hallada, Sonia Herman, David Kildal, Colton Sisler, Yu Wei
- 2. Background Founded in 1920 Primary Bookstore for University of Oregon students variety of departments 11 physical locations
- 3. Purpose of Study Management Decision Problem How can The Duck Store improve customer satisfaction in order to create a returning customer base from the student population?
- 4. Marketing Research Problem ● How do students perceive The Duck Store? ● What incentives are in place to increase a customer's return to The Duck Store? ● How could The Duck Store more effectively and efficiently distribute promotional information to eager customers?
- 5. Research Objectives ● Test social media as a possible source of information ● Determine types of promotions popular with Students ● Measure awareness students have for Duck Store promotions ● Determine student satisfaction with previous shopping experiences ● Determine the time that the students spend at The Duck Store ● Measure the average amount of money that students spend at The Duck Store
- 6. Survey Method Online Survey! -Fast! -Easy to use! -Wide Reach -Free -Have Email List -Highly Recommended by Professor Tull.
- 7. Formulation of Questionnaire Created Focus Group Questions Met with Duck Store (Brian Wright and Katie Conway) Gave us direction $100 visa gift card.
- 8. Sample Design Target Market The 24,181 students at the University of Oregon (undergraduate and graduate) Sampling Frame Roughly 8,000 (3rd of target population) The student population that are on the The Duck Store email list 5,843. We sent the survey out to about 2,100 other students outside of the list. Sample Method convenience method
- 10. Sample Size Actual Sample Size The number of responses that we received and that make up our actual sample size is 612 respondents. Level of Accuracy z=1.96 assume p=0.5 n=612
- 11. Response Rate Total Number of Surveys sent out - 8,000 Total Respondents after data clean up - 612 612/8000 = 0.0765 or 7.7%
- 12. Demographics
- 13. Demographics
- 14. Data Analysis T-Test, Cross-tab, and Chi-Square methodologies
- 15. Q1: Have you visited The Campus Duck Store at least once during fall term?
- 16. Q2: Which Campus Duck Store location have you been to? (CHECK ALL THAT APPLY)
- 17. Q3: On average, how many times do you visit The Duck Store in an academic term?
- 18. Q4: Do you receive emails from The Duck Store about monthly promotions?
- 19. Q5: Would you shop at The Duck Store more frequently if you were aware of the ongoing promotions they offer?
- 20. Q6: How do each of the following department's product selection influence your decision to shop at The Duck Store?
- 21. Q6.
- 22. Q6.
- 23. Q6.
- 24. Q6.
- 25. Q6.
- 26. Q7: Where do you buy your textbooks? (CHECK ALL THAT APPLY)
- 27. Q8: Rank your satisfaction of the following aspects of The Duck Store, where 1 = MOST Satisfied and 6 = LEAST Satisfied (Based on number 1s)
- 28. Q9: Rank your preference of the following social media, where 1 = MOST and 5 = LEAST
- 29. Summary of Findings Based on our data: Students are most likely to visit to buy textbooks Most students come in the beginning of each term Prices are too high
- 30. Recommendations
- 31. Recommendations
- 32. Recommendations
- 33. Thank You!
Editor's Notes
- eugene, portland, bend, the web
- we can shorten this
- Similar to everyone else, we chose to use an online survey. We chose this because it's fast, it’s easy to use, we can reach a wide variety of people, Most importantly it's free, just send it through email, and it is high recommended by Professor Tull. We will be using an online survey through Qualtrics. It is a great way to create and distribute online surveys and is heavily recommended by Professor Barbara Tull. It is also the most convenient option for us and will give us the quickest results to better fit our tight time frame for our research project at no cost.
- Now on to the Formulation of our Questionnaire. We first created our focus group which gave us great insight in how students feel about the Duck Store. We then met with Katie Conway, who is the head of the Marketing department for the Duck Store, as well as Brian Wright who is senior team leader of Merchandise division. They were very helpful because talking with them gave us direction for our questionnaire. We realized that there was a clear disconnect with their promotions and students awareness of promotions. Calendar… Focal point of Questionnaire was to find out what students know and how to get to them. They also offered to provide a $100 dollar visa gift card as incentive to take our survey. Now I will hand it off to Yu for the Sample design. students think prices are too high
- The 24,181 students at the University of Oregon (undergraduate and graduate) (2014 UO Facts) The student population that are on the The Duck Store email list 5,843. We also sent the survey out to about 2,100 other students outside of the list. “Easy to reach”
- Sampling error???? with 95% confidence?
- The number of total surveys sent out reached about 8,000 sent out by the email list of The Duck Store and our own class lists. We received 725 total responses. However, we had to cut it short due to time constraints with the class. So our research is based on 612 responses. This gave us a response rate of 7.7%. Response rate: 612/8000 = .0765 or 7.7%
- This chart shows the breakdown of class standing for our respondents. We are happy with this chart because it shows that we were able to reach the entire student body. As you can see 19% of our respondents were Freshman, 14% were Sophomores, 27% were Juniors, and 28% were seniors. Huge for how representative our survey was. Of the 612 respondents, 19% were freshmen (119), 14% were sophomores (84), 27% were juniors (164), 28% were seniors (174), 2% were Grad Students (15) and 9% were not Students (55).
- This Pie chart shows the breakdown of the Gender of our respondents. As you can see 58% were female, and 42% are male. Now I will hand it off to Sonia for the Data Analysis. The graph below shows that out of our 612 respondents, 58% of them were Female and 42% of them were Male. Demographic Make-Up Our demographics include: 259 male respondents and 353 female respondents. We had 119 freshman responses, 84 sophomore responses, 164 junior responses, 174 senior responses, 15 graduate student responses, and 55 responses from non-students.
- 97% of our sample have visited The Duck Store at least once during fall term. Out of 612 total answers we have for this question, 593 participants said “yes”. According to our data, 100% of sophomore population stated that they have been to The Duck Store. This positive number shows us that the students at the University of Oregon are strong potential consumers for the Duck Store.
- 590 out of 592 samples believed that they have been to the campus location on 13th street. While we do not have the exact same number of samples for each class standing, our data also shows us that 100% freshmen and sophomores have been to the 13th street location. This data is important to consider because The Duck Store locations at the Rec Center and Knight Law center might need some improvements or promotions to encourage more students to shop there
- Based on the data that we have, freshmen, sophomores, and juniors are most likely visit The Duck Store four to six times per term. In fact, 47% of freshmen visit The Duck Store four to six times per term, which makes their population the largest data population that answer the same category. On the other hand, most of the senior, which is 35% of them are only likely visit The Duck Store zero to three times every term. Only 29% of the senior visit The Duck Store four to six times per term.
- 54% of the respondents who answered this question (295 out of 547) said they do not receive emails from The Duck Store about monthly promotions. That means that over half of the student body are unaware of the hundreds of promotions and discounts The Duck Store offers every month. We also believe that in reflection to the student body the difference between no and yes is even greater. We believe these results could be slightly skewed because 291 of those respondents were on The Duck Store emailing list, and most of them would also be likely to receive promotional emails from The Duck Store. We are currently looking further into this matter.
- The Pie Chart above shows that 60% (260 out of 436) of the respondents for this question would shop at The Duck Store more frequently if they were aware of ongoing promotions they offer. This is clear evidence that most of the student body is unaware of everyday promotions The Duck Store offers.
- According to our data, Textbook is the strongest reason that brings students to the Duck Store. 63%, which is 371 out of 588 samples said that textbook is the most influential reason that make students go to the Duck Store.
- Cafe is not that influential since 42%, which is 242 out of 582, of our samples stated that the cafe does not affect their decision to visit the Duck Store at all.
- Most samples, 41% of our samples, stated that School and Office supplies is a moderate influence to make them shop at the Duck Store. 36% of them said that it is a strong influence.
- Technology is not that strong of influence that make students decide to go to the Duck Store. With 32% said it has a weak influence and 31% stated that it does influence their decision at all.
- Most of participants, 40% of them, find that buying Merchandise or Sportswear is a strong reason for them to shop at the Duck Store. This is important to consider because Merchandise/Sportswear has a high chance for the Duck Store to make a profit.
- Out of 590 respondents to answer this question, they answered that art supplies had the weakest influence on them to make a visit to The Duck Store, with 43% of them saying it had no influence on them whatsoever. This means that based of influence, the art supplies section is the one the students care least about.
- With 91% of our sample reporting they buy their textbooks from The Duck Store, The Duck Store is the place where most students at the University of Oregon buy their textbooks from. However, 54% of our samples population stated that they buy their textbook from Amazon. This makes Amazon a big competitor for The Duck Store. This data also gives us visualization that shows us that some students get their textbooks from more than just one place.
- Our data shows that most people on the survey, which is 60% of the sample, are satisfied with The Duck Store because of the location that is convenient, which is just right on campus. The selection options that The Duck Store has is the number two of most satisfying aspects. Most of the participants of this survey are least satisfied with the price, which is 68% of them. There are more participants that are least satisfied with the price than those who are most satisfied with the location. This is significant to know because this can be the opportunity that The Duck Store can improve for the future projects.
- The bar chart above shows us that most students chose Facebook as their first preference social media, with 33% of them said so. Instagram is number two with 31%, followed by Snapchat, YouTube, and Twitter. This is important to know because using the social media that the students use the most, in this case is Facebook, can help the promotion strategy for The Duck Store. According to this chart, using Facebook for the promotion can be the most beneficial since this is the student’s preference.
- Promotions calendar encourages students to shop at The Duck Store all term instead of just Week 1
- Reach out to Freshmen early on and get them on their mailing list
- Be more accessible with social media and provide discounts for students