1. Marketing Research Report
Da Fruiteas
Presented by: Emily Briggs
Presented to: Steven Nguyen
Advisor: Les Harman
Date: 12/1/14
Biola University, Crowell School of Business
2. Executive Summary
Purpose: The purpose of the research was to provide Da Fruiteas with valuable information
concerning their customer’s preferences, attitudes, and desires.
Da Fruiteas is owned by Steven Nguyen and was started one year and three months ago. The
primary problems include: Client is unaware of who the target market should be and
therefore who to direct the the product offering, atmosphere, and hours of operation towards.
He is also unsure how promotion is to be used to benefit Da Fruiteas.
The primary research objectives were to discover who the most significant customer
groups are and what is most important to them, how the hours of operation, the atmosphere,
and product display/offering affect negatively on Da Fruiteas’ sales, and how to best increase
awareness based on customer demand.
For Exploratory Research, there was a three phase process: the first phase was secondary
research which included websites and articles about the industry. The second phase included
22 customer interviews and a focus group of four customers on October 19th. The third phase
was based off of the previous research and included survey distribution at Da Fruiteas,
collection, and data entry at Biola University. 81 surveys resulted over a 19 day period
between November 1st and November 19th, 2014. As a disclaimer, the respondents to the
survey were not part of a random sample but were current customers onsite that were
moderately incentivized.
Significant Findings:
● Finding #1: Da Fruiteas has an overall satisfaction mean of 9.4 out of 10. (Figure 19)
● Finding #2: 39 out of 67 respondents AGREE that Da Fruiteas should be open earlier
rather than later. (Figure 10)
● Finding #3: 31 out of 51 respondents ranked health as the number 1 or 2 reason why
they come to Da Fruiteas. (Figured 21)
● Finding #4: 39 out of 66 respondents AGREE they would come to Da Fruiteas more
often if juicing was offered. (Figure 17)
● Finding #5: 50 out of 68 respondents AGREE they would come to Da Fruiteas just to
try a new product of the month. (Figure 16)
● Finding #6: 29 out of 40 respondents between the ages of 11-25 AGREE that Da
Fruiteas is a place to hang out, never to do work or study (Figure 75).
● Finding #7: 64 out of 68 respondents AGREE that if there were more pictures of
products they would try new things more often (Figure 33).
Conclusions:
● Research may suggest that customers will come to Da fruiteas more frequently if it was
open earlier than later. (Figure 10).
● Research may suggest that the ages between 11-25 are more concerned with the
atmosphere of Da Fruiteas than those who are 26 and over. (Figure 42-43)
● Research may suggest that Da Fruiteas can increase awareness by posting pictures of
new and and appealing food products on social media. (Figure 51-55)
Thank you for allowing me to work with you Steven! It has been a privilege.
3. Table of Contents
I. Background ...............................................................................................................1
II. Discussion of Primary Problems.............................................................................. 2
III. Research Objectives ................................................................................................. 3
IV. Methodology............................................................................................................. 4
A. Secondary Research (Articles and Websites) ............................................... 4
B. In-Depth Interviews......................................................................................8
C. Focus Group .................................................................................................13
D. Survey Respondents.....................................................................................14
E. Data Collection Method ...............................................................................15
F. Sampling Process ........................................................................................ 16
G. Data Analysis................................................................................................17
H. Limitations .................................................................................................. 18
V. Explanation of Survey Terms................................................................................. 19
A. Customer Feedback Survey.........................................................................20
B. Data Entry Survey .......................................................................................22
C. Summary Text.............................................................................................24
VI. Major Findings and Conclusions ............................................................................41
VII. Summary of Recommendations.............................................................................85
4. I. Background
Purpose: The goal of this marketing research report is to understand the customers of
Da Fruiteas. This includes but is not limited to: areas of customer satisfaction, common
complaints, and preferences. Using information and research gathered primarily from
customer surveys, this report exhibits suggested marketing strategies as a result of the
findings from the customer surveys.
Store Location:
1900 W. Whittier Blvd.
La Habra, CA 90631
(562)-694-3444
Store Background and Relevant Information:
Steven Nguyen is the owner of Da Fruiteas in La Habra, CA. He is 27 years old and
opened Da Fruiteas 1 year and 3 months ago. Before opening his shop he was educated
by a friend who managed another juice shop on making the products and on what
distributors to purchase from. After a full year of saving and experimenting on products
Steven opened Da Fruiteas. The only marketing research done was preliminary research
of demographics and nearby competitors. He also did some research on pricing and if
the products he was going to offer were just a trend or projected to remain a demand.
The word “Da” itself is a Hawaiian slang term for shaved snow. Then “Fruiteas” came
about because everything they offer is made from fruit. Initially Steven did not offer
acai, but his sister convinced him to offer it due to demand. He then decided to dedicate
his shop to providing sweets for the health conscious consumer.
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5. II. Discussion of Primary Problems:
Purpose: Problems are the reason for conducting marketing research. It is important
to understand problems that a company already knows before conducting research in
order to have a foundation for interviewing customers and administering the survey.
Only by researching and gathering relevant problems will the project be able to
communicate meaningful and important findings to improve customer satisfaction. This
section describes the problems established before research was conducted.
Primary Problems
Unsure who should be the target market
Steven explained that his three main customers are kids with their parents or who go to
school in the area, those who are interested in ethnic teas, and those who are health
conscious. With his wide product offering, Da Fruiteas attracts multiple types of people.
Steven wanted to figure out what direction to go with in setting up the store, music
selection, product description, and promotion.
Unsure of how satisfied customers are with the product offering
Stemming from the issue that Steven is unsure what type of customer should be pursued
due to his wide product offering, it was important for Steven to know what products
customers are highly satisfied with, the correct portion and price, and what products
should be offered that are not already.
Unsure how to best reach those in the surrounding areas
Steven explained that since he is not from the La Habra area, he does not understand
how to increase awareness in the surrounding area or the most convenient hours of
operation for his customers.
Unsure how to use promotions to benefit Da Fruiteas
Going on Da Fruiteas’ second year of business, increasing awareness of Da Fruiteas is
crucial to its growth. It is unknown what form of communication and promotion to
current and potential customers would be most effective.
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6. III. Research Objectives
Purpose
Research objectives are the specific questions used to create the survey and in turn will
be answered by the report. They have changed over the course of the project as
interviews and secondary research have manipulated the direction of the questions and
their specificity. The research objectives listed below include both the original from
September and the final research objectives used to create the survey.
Initial Research Objectives:
● Find out who the Da Fruiteas customer is.
● If there is something the menu doesn’t offer that the customers want?
● What would be an effective way to create awareness for Da Fruiteas?
Final Research Objectives:
A. What are the main reasons that people continue to come to Da Fruiteas?
B. How can the environment of Da Fruiteas better fit that target market?
C. What are the main points of satisfaction and dissatisfaction with Da Fruiteas
customers?
D. How can Da Fruiteas better cater to and educate the health conscious customer?
E. What would be the best hours of operation for the most foot traffic?
F. What is the best way to increase awareness of Da Fruiteas to the surrounding
areas?
G. How does the product presentation on the menu, lack of product images and
description of products keep customers from being loyal?
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7. IV. Methodology
Purpose: This section contains initial research in the research process. It includes the
articles, interviews, survey data and various aspects of the research conducted before and as a
result of the survey. Each stage of the report refines the research conducted towards a more
narrow scope in order to produce suggested marketing strategies that are suggested directly as
a result of the findings.
A. Secondary Research (Articles and Websites)
The first step of research is “secondary research,” which is the result of gathering articles,
databases, and written information about the juice shop, acai bowl, and boba tea industry and
other areas of interest that could be valuable knowledge for the researcher to have. This
research includes consumer trends as a whole, trends in the food/beverage industry, and
those specific to Da Fruiteas’ industry. The research also includes various competitors of Da
Fruiteas who are differentiating themselves in the industry and demographic information of
Da Fruiteas’ surrounding area.
Articles
Eight articles were reviewed, the following five are the most important.
Article #1: “Mintel Reveals US consumer Trends For 2014” by Jenny Zegler and Stacy
Glasglow. Mintel 2014 Trends. January 1, 2014.
Explains the U.S. Consumer in general to understand what consumers find to be important for
2014
Relevance: A broader understanding of what consumers are looking for to be satisfied, not
specific to the food/beverage industry.
Findings:
● Important to highlight the multicultural aspect to your business.
● Americans are always on the go - service is timely and “to-go” orders made efficient.
● 49% of US consumers who use nutritional food and drink do so because they are easy
to consume on the go.
Article #2: “Mintel Ingredients and Innovation” by Stephanie Pauk and Laura Jones. Mintel
Consumers, Markets, Innovation. January 1, 2014.
Food and beverage trends for 2014. What the current consumer desires in their food/drink.
Relevance: Helps us to see what you need to highlight in products already offered and what
products you need to offer that you don’t.
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8. Findings:
● Flowers in food/drink are trending
● High Protein Products are in demand - need to highlight protein smoothies more
● Important to show that products provide energy.
● Caring about the environment is very prevalent in industry.
Article #3: “Top 14 Diet Trends For 2014” by PRNewswire. Annual Survey of Nutrition
Experts Predicts the Popular Diet Trends this New Year. New York, December 26, 2013.
Specifics on what food products are important to the consumer.
Relevance: Gives further insight on what Da Fruiteas should be offering.
Findings:
● Anti Wheat World - need to show that products are gluten free.
● Add Kale, Coconut, and Chia Seeds.
● Don’t say low fat, but low carb.
● Consumers are more educated about health, therefor Da Fruiteas needs to further
educate why their products are healthy or why they are beneficial.
Article #4: “Four Keys to Surviving the Future of Retail” by Alexander Gruinsteidl. Fast Co
Design. 9/9/2010.
The necessity to create an experience of buying for retail.
Relevance: Helps me understand what retail customers currently care about.
Findings:
● Value is found in the experience for the customer: Store Ambiance.
● Customers care about convenience and perceived value: To-go options, appearance of
products, size of products.
● Too many choices on the menu cause confusion.
● Have the opportunity to be a destination spot for customers: Wifi.
Article #5: “20 Foods That Keep You Young” by Jessica Leigh Hester. Mens Fitness. January
27, 2013.
Relevant Research:
Products you already offer or can offer that are beneficial to staying young.
Relevant Research For Project: Since 67% of women and 37% men want to maintain a
youthful appearance, these are possible ingredient offerings or educational points for
customers.
Summary of Valuable/Relavent Findings:
The ingredients that benefit aging: Blueberries, Red Grapes, Flaxseeds, Apples, Peanut Butter,
Chocolate Milk, Cherry Juice, Spinach, Guava, Kale
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9. Websites
6 websites were reviewed, the following five are the most important.
Website #1: Yelp: Da Fruiteas. http://www.yelp.com/biz/da-fruiteas-la-habra. 9/22/14.
Information on your business from a customer’s point of view.
Relevance: What is important to your customer and points of dissatisfaction. Customers also
reveal competitors that your customers are comparing Da Fruiteas to.
Findings:
According to your customers on yelp, 8 most important subjects:
● Consistent, friendly, informative employees
● Customizable products
● Fresh fruit
● Price/quantity ratio
● Place to hang out
● Healthy options
● Clean environment
● Acai bowl Presentation
Website #2: Sambazon. http://sambazon.com. 9/23/14.
Acai Bowl and smoothie competitor. Good in customization, ambiance, providing informative
content, and promotion.
Relevance: They stand out by having customization options, ambiance, providing
informative content, and promotion. Good standard to replicate for Da Fruiteas.
Findings:
● Their decor was fitting to their natural/environmentally friendly business objective.
● Bowls are completely customizable.
● Irregular Ingredients (blend): Spinach, Coconut water, Maca Powder.
● Irregular Ingredients (Toppings): Hemp Hearts, Bee Pollen, Cacao nibs, Hemp Seeds,
Agave nektar, dried cranberries, Chia Seeds.
● Irregular smoothie ingredients: Acerola, green powder, mint
● Dessert Bowls: Could go consistently with Da Fruiteas goal to have good tasting better
for you desserts.
Website #3: Snow Station. http://snow-station.com. 9/23/14.
Shaved snow competitor.
Relevance: They are consistent with business objectives - their goal is to offer desserts for
those with allergies or are vegan. Da Fruiteas needs a clearer objective.
Findings:
● Snow Station is the essence of how a small company was created by trying to provide a
healthy vegan and dairy-free dessert alternative. Vegan-friendly flavors are Strawberry,
Mango, Passion Fruit, Green Apple, Raspberry, Mint and Lychee.
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10. ● Snow Station provides fruit toppings including strawberries, raspberries, blueberries,
blackberries and pineapples. Also included are Asian inspired fruit options such as
lychee, logan and jack fruit. Other healthy toppings include granola, dried cranberries
and many other healthy toppings selections.
● Continually offers New Flavors, Combines shaved snow and macaroons, presentation,
holiday promos.
● Credibility from chef: Executive Pastry Chef Louise Chien.
Website #4: Esri Consumer Data.
http://www.esri.com/data/esri_data/ziptapestry/?z=92832. 9/22/14.
Understanding Consumer based off of location.
Relevance: Now know the demographic of surrounding cities of La Habra, Buena Park,
Fullerton, and La Mirada. Helps to better understand in terms of pricing and how to
effectively reach the consumer. For example, Da Fruiteas should have coupons at local
softball games because the demographic of La Habra states that many of the families are
involved with that.
Findings:
● Consumers will pay more for value
● Not enamored with social media
● Multicultural
● Family oriented
● Interested in Sports
Website #5: Boba Time. http://itsbobatime.com/. 9/24/14.
Competitor tea offerings.
Relevance:Comparison of the different tea offerings of Boba Time vs. Da Fruiteas. Da
fruiteas has a lot less items, but more diverse mixes of teas. This should be highlighted.
Summary of Valuable/Relevant Finding:
● Milk tea flavors Boba Time offers that Da Fruiteas doesn’t: Tapioca, Taro, duet coffee,
honey, matcha, jasmine, honey green tea, red bean, chocolate, caramel.
● Iced tea flavors Boba Time offers that Da Fruiteas doesn't: pomegranate green, honey
lemon green, iced green, iced black, unsweetened peach, guava, chocolate, matcha,
honey.
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11. B. In-Depth Interviews
Purpose: The second step of the research project after analysing secondary research
was the interviewing of current customers and employees at Da Fruiteas. The in-depth
interviews were conducted face-to face between October 1, 2014 and October 14, 2014.
Customer Interview #1: High School girl - target market, there are many high schools in
the area.
- Heard about it from a friend
- Gets the same thing every time - mocha smoothie with boba
- They messed up her order but didn’t tell them - Would like a more comfortable way to
let them know.
- The only way she would connect to them via social media (instagram only) would be
for a promotional discount.
Customer Interview #2: Local
- Comes here for convenience. - important to hear from those in the local area.
- Would appreciate it if they offered free water.
Customer Interview #3: Local family with high school daughter.
- Would like an explanation of health benefits.
- Since it’s expensive, that explanation would help.
- Would connect to social media if there were some sort of promotion.
- Comes here because Starbucks is next door.
Customer Interview #4: Father and son in the local area.
- Wifi would be good.
Customer Interview #5: Group of moms and daughters in local Junior High school -
target market.
- Wifi would make them want to hangout.
- Too loud.
- Wish they had a watermelon slush.
- Come here often.
Customer Interview #6: Biola Student - potential target market. My client would like to
understand what college students would like to see in his business.
- Looked it up on Yelp. Came because it was the only local place that has acai.
- Quality is the most important thing to her - Yelp told her it was good quality.
- Too loud to do homework in here. Wifi outside would hang out.
- Would appreciate a “For here” bowl option and would bring friends if they had that.
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12.
Customer Interview #7: College girl - Want to know how to better serve this
demographic.
- Would like wifi. She goes to Starbucks and does homework instead.
- She heard about it because of Starbucks.
- More room in the container would be nice.
- Seems cool to have a “for here” option but would still choose the to-go.
- Cool music.
- All ingredients in Acai are good.
Customer Interview #8: Two teen girls in Junior High school - apart of target market.
- Would like wifi and couches.
- Laughed at the board game idea.
- Would connect on social media for any reason.
Customer Interview #9: Mom and older daughter - live in the local area.
- Comes in around 3-6pm after work.
- Wouldn’t care about ‘for here’ option.
- Comes in when it’s hot.
- Should offer hot cocoa when it’s cold.
- Price is reasonable.
- Would appreciate couches and wifi.
Customer Interview #10: Health conscious younger man - important to understand the
health conscious opinion.
- Educates himself about health so knows what is healthy and what’s not. Good to
educate though.
- loves the service.
- Looked it up online.
Customer Interview #11: High school daughter and dad - apart of the target market.
- Would come in if open earlier.
- Love the mojo acai bowl.
Customer Interview #12: Girl and a guy college students - Want to know how to better
serve this demographic.
- Live in the area. Would connect to social media if offered promotions and new flavors.
- Health focused: wish there wasn’t as much sugar in the juices.
- Explain what is dairy free and gluten free. Wishes there was dairy free options. The
only difference between here and Nektar.
- Would feel better about purchases if health benefits were explained.
- No complaints on ambiance - it’s clean.
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13. Customer Interview #13: Middle aged man from the local area - most of the customers
seem to be local.
- Doesn’t remember what he got last time...but wants the same thing. - way to record
customer orders?
- Prices are a little high, would come in more often if it was cheaper.
- He would like extra snacks, like sandwiches on the side like jamba juice.
- Would come in if it was open earlier. Also likes that it’s open later.
Customer Interview #14: Kid in Junior High school - apart of the target market.
- Comes here a lot with friends.
- They usually leave, but would come in and hang out if there were couches and games.
- Just tried the shaved snow yesterday, but usually gets a smoothie.
- Follow them on Instagram because he likes the people.
Customer Interview #15: Health focused women - need to know how to better serve this
demographic.
- Wishes there was Avocado Smoothie.
- Description of other health benefits would be good, but they know about health.
- Came here because they ate food next door.
Customer Interview #16: Local and frequent customer.
- They typically remember her drink so a program to remember her drink wouldn’t
make a difference.
- Would connect to social media if they had promotion.
- They should do promotions at the high school because they get so many students.
Customer Interview #17: Two women who are frequent customers.
- The print on the menu is too small. More simple menu broken up into categories.
- People should be educated more on what shaved snow is. Sign that says, “try shaved
snow.”
- Should have more pictures of products.
- Should have a menu you can hold in your hand that has more description.
- Price is competitive, maybe even less, wasn’t a focus.
Customer Interview #18: Husband and wife who come in for lunch after church.
- The decorations are old. Need to have an up to date ambiance.
- Always goes next door for food to go with the smoothie, would be nice if they had other
snacks.
- Honey was put on it, even though she didn’t want it. She doesn’t want to bother her for
a new one.
- It’s too loud, don’t like the music. Would be nice if they had blenders in the other room
or different types of music for different days of the week.
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14. Customer Interview #19:
- Found it on Yelp. Google Acai bowls.
- Likes the up to date music.
- Wouldn’t eat the snacks if they were here.
Customer Interview #20: High School guy
- Wish there was Wifi and couches. Would definitely come in to do homework.
- Was referred by a friend who is trying to make his friend healthier.
- Would like descriptions to say why something is healthy - like the pattaya sign that
explains its benefits.
- Wishes there were guava flavor.
Customer Interview #21: Middle aged woman
- Her and all her friends who are customers had to figure out on their own that they
offer a rewards card, it wasn’t advertised to them (Also mentioned on Yelp).
Customer Interview #22: College girl Customer from Biola
- From the outside wouldn’t know that it is an acai bowl place.
- possibly have a smaller printed sign that says Acai.
- Something on the outside that would show that their products are different, because
they do offer a lot of good toppings that not all acai bowl places do like kiwi and
blackberries.
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15. Competitor Customer Interview:
Competitor Interview #1: Nektar
- Just opened so that he can go before work, now he always goes to get a healthy
breakfast.
- Loves the healthiness of all the products - it tastes clean. (None of Da Fruiteas
smoothies taste clean - all have a lot of sugar.)
- They do offer a cleanse that ties in with their health focus - Da Fruiteas could offer
cleansing options if they start juicing.
- Loves the ingredient descriptions they give - helps him trust what he is putting in his
body.
Employee Interviews:
Employee interview #1: Da Fruiteas employee
- Opening a new shop in the valley - just acai.
- Wishes there were a better system for them not to mess up the orders when things get
busy - either write the customized ingredients on the cup or keep the receipt in front of
them.
- Easier way for customers to complain.
- Arm gets tired with the new size - can they order a larger acai pack?
Employee Interview #2: Da Fruiteas employee
- Complaints are that it takes long and products are often made wrong.
- Would like to know if they should start juicing. The best hours of operation. If people
rather be able to see them make the smoothies or if they would rather them take the
blenders behind to reduce the noise. If pictures of products will help people try new
products.
- They are really trying to increase promotions with the surrounding high schools and
increase awareness of product. They are starting to put the logo on cups but wants to
know what else they can do.
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16. C. Focus Group
Purpose: It is significant to conduct a focus group because it encourages guest
discussion and allows the conversation to cover a variety of topics significant to them. It
allows the guests to go more in-depth on why they have the preferences they do, leaves
room for them make recommendations on ways to better satisfy their needs, and allows
the individuals to agree or disagree on topics based off of the variety of individuals
represented. The focus group also sparks common concerns or questions that may not
have been addressed in a one-on-one interview.
Focus Group Information: A focus group was conducted on October 19 outside of
Da Fruiteas. The focus group consisted of four individuals, all college aged females.
Three of the four are frequent customers and one of the four is a biola student who is
also a customer.
Relevant Findings Based on the Initial Research Objectives:
a. Thought having a high school promotion would get the word around better
and majority said, “why not help out my school.”
b. Would come in more often if there were health benefit descriptions.
c. Found out that Da Fruiteas is not a study place, so should focus more on a
hang out place.
d. Should add more hip decorations.
e. Should have more games to attract an older crowd and less kids arcade
games.
f. rather be able to watch the smoothies being made than have it be less loud.
g. Would buy juices if they were under $5.
h. Won’t read the menu or try something new because of the confusing
layout.
i. Would try something new if there were specials and signs on new flavors.
j. Would connect to social media if there’s a deal.
k. Would check in on facebook to get a deal.
l. Would rather get 10% off of an individual meal instead of pay $17 for $20.
m. Would go to Nektar, instead of Da fruiteas because it’s healthier.
n. Others would go to Da fruiteas because of the wide product selection and
large clean environment.
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17. D.Survey Respondents
Purpose: This section identifies exactly who filled out the surveys.
The final component of the research process is the creation and distribution of a
customer satisfaction survey, based on information gained in the previous research
methods. Blank surveys were set out at Da Fruiteas for customers to fill out and return
to any staff member.
A total of 81 surveys were collected over the course of a 19-day period. The survey was
aimed towards the current customers of Da Fruiteas in order to uncover points of
satisfaction and dissatisfaction.
Who Filled Out the Survey:
● 61 out of 81 respondents are women.
● 49 out of 81 respondents are between the ages of 15-25.
● 58 out of 81 respondents live in the La Habra/Whittier area.
● 34 out of 72 respondents usually come to Da Fruiteas after work or school.
● 30 out of 77 respondents usually come to Da Fruiteas with school friends.
● 69 out of 81 respondents have referred someone to Da Fruiteas.
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18. E. Data Collection Method
Purpose: This section describes the method used by the researcher to distribute and
collect 81 surveys. The purpose of this method is to ensure the data remains
untainted and purely representational of the options of those surveyed.
Total Collected Surveys:
At the end of the collection period, a total of 81 surveys were completed by customers.
When?
The surveys were distributed between November 1st and November 19th, 2014. The
time frame was brief but designed to ensure the report could be compiled in a timely
manner and that the same customers did not fill out multiple surveys.
Where?
The surveys were administered inside Da Fruiteas.
How?
The surveys were administered anonymously to allow for customer confidentiality and
increase the honesty of the answers on the survey. The primary collection method was to
have customers complete the survey and return it to one of the employees. The
employee would then place the filled out survey on a stack behind the cash register.
Incentive?
There was a 10% discount for those who filled out the survey.
Why?
These methods that were employed allowed for the largest and most representative
sample size of Da Fruiteas’ customer base while ensuring accuracy and honesty on all
feedback from the surveys. These methods provided a way to collect data without bias
and complete anonymity.
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19. F. Sampling Process
Purpose: This section explains the sampling technique and method used. This section also
provides calculations in regards to the confidence level and accuracy of the research findings.
The ability to survey every Da Fruiteas customer was not a feasible option. Therefore a small
group (known as a sample) was surveyed with the assumption that they represent the entire
population (all customers). Because this was an exploratory research project with a limited
scope, the sample was not random. The non-probabilistic method of convenience
sampling was used. This type of sampling means that there was not a list of current customers
utilized.
The following formula is used to determine the optimal sample size for a random sample given
the desired confidence level (z) and allowable range of error (e). Since convenience sampling
was used and the sample size has already been determined, this formula will be used to give
an approximation of the confidence level and allowable level of error. Note: the value of “p”
has little effect on the final score and is assumed to be 0.5.
Sample Size Formula:
n = e2
z [P(1−P)]2
18 = 0.092
1.65 [0.5(1−0.5)]2
Key: 84.03
n = Sample size 81
z = Confidence level (1.65)
p = Population (0.5)
e = Allowable Range of Error (0.09)
Explanation
Given a sample size of 81 respondents, one can say with 90% confidence that the numerical
responses (i.e. means, standard deviations, etc.) of this report will approximately be within
plus or minus 9% of the allowable range of error in representing the entire customer base.
Note: This formula is created for the purpose of using a random sample;; therefore, the
confidence level and allowable level of error are approximations.
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20. G.Data Analysis
The purpose of this section is to identify the software used as well as an explanation of other
statistical tools utilized in analyzing the data.
Software
SurveyPro 4 is the software used to create the survey and analyze the resulting data.
SurveyPro 4 allows the researcher to design surveys and input survey data. It also provides
tools for analyzing data, especially in the statistical tools below.
Statistical Tools and Key Terms
Summary Text: The summary text is a large compilation of all the statistical data gathered
from the surveys. Within the summary text, responses from all survey questions are
summarized. Means and standard deviations are also provided as necessary.
Means: The mean assigns a numerical value to identify the average response to each survey
question. Furthermore, the mean is derived by dividing the sum of all responses to a question
by the number of replies received for the same question. The calculation is valuable for
summarizing the general consensus of respondents toward a particular question.
Standard Deviation: Standard deviation calculated the variance in responses with comparison
to the mean. On other words, the standard deviation shows how varied the answers are to a
particular question. If the standard deviation is higher, the respondents provided a wider
range of answers. In contrast, if the standard deviation is lower, the respondents provided
more similar answers to the question. This calculation is valuable for identifying questions
where customers provide very different or very similar answers.
Cross Tabulations: Cross tabulations compare data from one question to another.
Additionally, cross tabulations alloy the researcher to compare how different demographic
groups answered a particular survey question. For example, a cross tabulation could be used
to compare how different age groups rated overall satisfaction.
Select Filters: Select filters highlight data gathered from one particular customer group. One
area of interest has been identified through a cross tabulation, a select filter can be used to
learn more about a particular group’s overall attitude. For example, a select filter could show
responses of just the females to every question on the survey.
17
21. H. Limitations
The research for this project was primarily for exploratory purposes;; therefore, it cannot
be deemed as fully conclusive. Instead, it is intended more for providing initial research
to identify areas for further study. For the purposes of full disclosure, this section
identifies limitations of the research conducted and reasons why it is not completely
conclusive and accurate.
Not a random sample
The sample cannot be viewed as a perfect representation of Da Fruiteas’ customer
base because the convenience sampling method was utilized.
Time Constraints
Just under three weeks were allotted for the distribution and collection of
customer satisfaction survey.
Small sample size
There were 81 surveys collected. This is not a sufficient amount of respondents to
represent the entire population.
Experience
The researcher has very little experience in the marketing research process.
Financial Constraints
The research was conducted on an insufficient budget for a project of this caliber.
Customer Bias
Customers may have chosen answers on the survey that were not accurate
representation of their opinions.
18
22. VI. Explanation of Survey Terms
Purpose: The following section provides the raw data obtained from conducting the
surveys, as well as copies of the surveys used to collect and input that data. The
original survey allows the reader to view the questions exactly as the customers did,
while the data entry survey allows the reader to reference back to question numbers
when reading the major findings section. The summary text reveals all the answers
that respondents gave.
This section provides three important documents.
Distributed Survey
This is the original survey that was distributed to Da Fruiteas Customers. This allows the
reader to view the survey and its questions exactly as customers saw them. All data
analyzed came directly from the questions on this survey.
Data Entry Survey
This is a copy of the survey that was used to enter in the answers from the original
distributed survey. The data was entered into SurveyPro 4 where it was later analyzed
and broken down to provide relevant findings to the ownership of Da Fruiteas. A few
minor modifications were made to the survey to make the data more relevant and easier
to analyze, but it is important to note that the content of the question or answers were
not altered in any way, just the manner in which they are categorized. Furthermore,
every question on the survey is assigned a number, which can be helpful as a reference
tool when looking at the major findings section.
Summary Text
This document shows the raw answers that respondents gave when filling out the
original distributed survey. The following statistical measurements are used in the
summary text to make the data relevant.
● Counts: The number of respondents that chose a specific answer.
● No answers: The numbers of respondents who did not answer a question.
● Means: The average numerical response all respondents gave for a question.
● Standard Deviation: The variance from the mean of respondents’ answers.
19
23. What is your
gender?
Male
Female
Do you usually dine
in or take it to go?
Dine in
To-go
Do you live in La
Habra/Whittier
area?
Yes No
What is your age?
11-14
15-18
19-25
26-45
46-54
55+
When do you usually come to Da Fruiteas?
(Check one)
Breakfast
Lunch
After work/school
Dinner
Late night snack
After a workout
How much do you typically
spend per visit?
under $5
$5-$9
$10-$15
$20-$35
$36+
What source do you value
most in deciding to try a
new juice shop?
Yelp
Company Website
Social Media
Who do you usually come to Da
Fruiteas with? (Check one)
Alone
School
friends
My kids
Co-workers
How many times in the last
month have you visited Da
Fuiteas?
First Time
1-2
3-5
6-10
11-25
Have you ever
referred
someone to Da
Fruiteas?
Yes No
Are you aware of
the Da Fruiteas
punch card?
Yes No
DIRECTIONS: Please circle the number that best represetns How Important and How Satisfied you
are in the respective item.
Importance Satisfaction
Low
Importance
High
Importance
Low
Satisfaction
High
Satisfaction
Price of bowls 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10
Study friendly environment 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10
Employee product knowledge 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10
Nutritional value of smoothies 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10
Store decoration 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10
Music selection 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10
Clarity of menu 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10
Explanation of bowls/drinks
available
1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10
Order wait time 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10
Store front appearance 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10
Allergy/diet sensitivity 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10
Value of website 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10
Accuracy of order 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10
Ability to verbalize complaints 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10
Quality of ingredients 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10
DIRECTIONS: Please RANK from 1-5 in order of importance why you come to Da Fruiteas.
(1) being MOST important, (2) being second most important, and (5) being LEAST important.
Variety of Product Health the Teas My Kids Convenience
Da Fruiteas Customer Feedback Survey
Da Fruitieas is conducting a confidential and anonymous survey in order to discover
areas where we can better serve you. Please fill out the following questions
completely and honestly.
Please Turn the Page!
20
Distributed
Survey
24. Very
Strongly
Disagree Disagree
Mildly
Disagree
Mildly
Agree Agree
Very
Strongly
Agree
If there were pictures of products I would try new
things more often.
"Having a 'to-go' or handheld menu would simplify
my order to my convenience."
"It is extremely important to me that I am able to
watch the employees make my bowl/drink."
"I would rather blenders be in the back to reduce
noise."
"I never tell the employees when my order is made
wrong."
If there was gluten free granola, I would
recommend Da Fruiteas more.
"Da Fruiteas is a place to hang out, never to do
work or study."
"If Da Fruiteas offered juicing I would come in
more often."
"I would rather Da Fruiteas be open before
work/school than stay open until 10pm."
"I would be more comfortable with the price if the
ingredients had descriptions of health benefits."
"If there was a new product of the month I would
come in just to try it."
"I would only connect with Da Fruiteas' social
media to get discounts."
If there were couches and free wifi I wouldn't mind
waiting for my bowl/drink.
"The atmosphere of Da Fruiteas increases the
quality of the products."
If the local school had a fundraiser with Da
Fruiteas I would participate.
I would be more confident in the quality if there
were "dine in" bowl options.
"A picture on social media of an appealing food
product causes me to go to that restaurant."
If I knew the calorie counts of the products, I would
come to Da fruiteas more often.
Please list any other products or flavors that you wish Da Fruiteas offered.
Please state at least ONE thing you think Da Fruiteas can improve upon.
What is your overall satisfaction of Da Fruiteas? Low High1 2 3 4 5 6 7 8 9 10
DIRECTIONS: Please read each statement and answer the following questions from Strongly agree to
Strongly disagree.
We greatly appreciate your input! Please give the completed survey to any of our staff. 21
27. Summary Text
The Summary Text is purposeful in showing detailed responses to each of the survey
questions. It displays the count number and percentages undertneath each of the
questions, allowing the results to be easily viewed. Furthermore, the summary text also
provides th emean and standard deviation of the survey results. These findings are
valuable in analyzing to understand what cutomers desire.
Q1: What is your gender?
What is your gender?
61; 75.3% Female 20; 24.7% Male 0; 0.0% No Answer
Replies 81
Q2: Do you usually dine in or take it to go?
Do you usually dine in or take it to go?
60; 74.1% To-go 19; 23.5% Dine in 2; 2.5% No Answer
Replies 79
Q3: Do you live in La Habra/Whittier area?
Do you live in La Habra/Whittier area?
58; 71.6% Yes 0; 0.0% Not Applicable
23; 28.4% No 0; 0.0% No Answer
Replies 81
Q4: What is your age?
What is your age?
27; 33.3% 19-25 22; 27.2% 26-45 3; 3.7% 11-14 0; 0.0% No Answer
22; 27.2% 15-18 6; 7.4% 46-54 1; 1.2% 55+
Replies 81
24
28. Q5: When do you usually come to Da Fruiteas? (Check one)
When do you usually come to Da Fruiteas? (Check one)
34; 42.0% After work/school 6; 7.4% Dinner 9; 11.1% No Answer
19; 23.5% Lunch 3; 3.7% After a workout
8; 9.9% Late night snack 2; 2.5% Breakfast
Replies 72
Q6: How much do you typically spend per visit?
How much do you typically spend per visit?
38; 46.9% $5-$9 10; 12.3% under $5 0; 0.0% $36+
26; 32.1% $10-$15 5; 6.2% $20-$35 2; 2.5% No Answer
Replies 79
Q7: What source do you value most in deciding to try a new juice shop?
What source do you value most in deciding to try a new juice shop?
32; 39.5% Social Media 5; 6.2% Company Website
30; 37.0% Yelp 14; 17.3% No Answer
Replies 67
Q8: Who do you usually come to Da Fruiteas with? (Check one)
Who do you usually come to Da Fruiteas with? (Check one)
30; 37.0% School friends 20; 24.7% My kids 4; 4.9% No Answer
24; 29.6% Alone 3; 3.7% Co-workers
Replies 77
Q9: How many times in the last month have you visited Da Fuiteas?
How many times in the last month have you visited Da Fuiteas?
26; 32.1% 3-5 16; 19.8% 6-10 3; 3.7% 11-25
21; 25.9% 1-2 15; 18.5% First Time 0; 0.0% No Answer
Replies 81
25
29. Q10: Have you ever referred someone to Da Fruiteas?
Have you ever referred someone to Da Fruiteas?
69; 85.2% Yes 0; 0.0% Not Applicable
12; 14.8% No 0; 0.0% No Answer
Replies 81
Q11: Are you aware of the Da Fruiteas punch card?
Are you aware of the Da Fruiteas punch card?
51; 63.0% No 0; 0.0% Not Applicable
30; 37.0% Yes 0; 0.0% No Answer
Replies 81
Q12: IMP of bowl price
IMP of bowl price
1; 1.2% Rated 1 11; 13.6% Rated 5 3; 3.7% Rated 9
0; 0.0% Rated 2 8; 9.9% Rated 6 28; 34.6% Rated 10
1; 1.2% Rated 3 5; 6.2% Rated 7 1; 1.2% Not Applicable
4; 4.9% Rated 4 10; 12.3% Rated 8 9; 11.1% No Answer
Replies 72; Mean 7.68; Std Dev 2.33
Q13: SAT of bowl price
SAT of bowl price
0; 0.0% Rated 1 6; 7.4% Rated 5 4; 4.9% Rated 9
1; 1.2% Rated 2 7; 8.6% Rated 6 27; 33.3% Rated 10
3; 3.7% Rated 3 8; 9.9% Rated 7 1; 1.2% Not Applicable
2; 2.5% Rated 4 13; 16.0% Rated 8 9; 11.1% No Answer
Replies 72; Mean 7.85; Std Dev 2.21
Q14: IMP of study environment
IMP of study environment
10; 12.3% Rated 1 6; 7.4% Rated 5 3; 3.7% Rated 9
2; 2.5% Rated 2 6; 7.4% Rated 6 30; 37.0% Rated 10
4; 4.9% Rated 3 4; 4.9% Rated 7 1; 1.2% Not Applicable
2; 2.5% Rated 4 3; 3.7% Rated 8 10; 12.3% No Answer
Replies 71; Mean 6.84; Std Dev 3.42
26
30. Q15: SAT of study environment
SAT of study environment
1; 1.2% Rated 1 7; 8.6% Rated 5 5; 6.2% Rated 9
0; 0.0% Rated 2 5; 6.2% Rated 6 38; 46.9% Rated 10
2; 2.5% Rated 3 6; 7.4% Rated 7 1; 1.2% Not Applicable
1; 1.2% Rated 4 6; 7.4% Rated 8 9; 11.1% No Answer
Replies 72; Mean 8.32; Std Dev 2.25
Q16: IMP of knowledge
IMP of knowledge
1; 1.2% Rated 1 5; 6.2% Rated 5 11; 13.6% Rated 9
0; 0.0% Rated 2 3; 3.7% Rated 6 41; 50.6% Rated 10
0; 0.0% Rated 3 4; 4.9% Rated 7 0; 0.0% Not Applicable
0; 0.0% Rated 4 8; 9.9% Rated 8 8; 9.9% No Answer
Replies 73; Mean 8.84; Std Dev 1.80
Q17: SAT of knowledge
SAT of knowledge
0; 0.0% Rated 1 1; 1.2% Rated 5 11; 13.6% Rated 9
0; 0.0% Rated 2 2; 2.5% Rated 6 55; 67.9% Rated 10
0; 0.0% Rated 3 2; 2.5% Rated 7 0; 0.0% Not Applicable
0; 0.0% Rated 4 2; 2.5% Rated 8 8; 9.9% No Answer
Replies 73; Mean 9.53; Std Dev 1.04
Q18: IMP of nutrition
IMP of nutrition
2; 2.5% Rated 1 2; 2.5% Rated 5 14; 17.3% Rated 9
0; 0.0% Rated 2 5; 6.2% Rated 6 34; 42.0% Rated 10
1; 1.2% Rated 3 5; 6.2% Rated 7 0; 0.0% Not Applicable
0; 0.0% Rated 4 10; 12.3% Rated 8 8; 9.9% No Answer
Replies 73; Mean 8.58; Std Dev 2.01
27
31. Q19: SAT of nutrition
SAT of nutrition
0; 0.0% Rated 1 1; 1.2% Rated 5 14; 17.3% Rated 9
0; 0.0% Rated 2 3; 3.7% Rated 6 40; 49.4% Rated 10
0; 0.0% Rated 3 6; 7.4% Rated 7 0; 0.0% Not Applicable
1; 1.2% Rated 4 8; 9.9% Rated 8 8; 9.9% No Answer
Replies 73; Mean 9.03; Std Dev 1.39
Q20: IMP of decore
IMP of decore
4; 4.9% Rated 1 6; 7.4% Rated 5 5; 6.2% Rated 9
2; 2.5% Rated 2 8; 9.9% Rated 6 23; 28.4% Rated 10
5; 6.2% Rated 3 6; 7.4% Rated 7 0; 0.0% Not Applicable
3; 3.7% Rated 4 10; 12.3% Rated 8 9; 11.1% No Answer
Replies 72; Mean 7.08; Std Dev 2.83
Q21: SAT of decore
SAT of decore
0; 0.0% Rated 1 5; 6.2% Rated 5 9; 11.1% Rated 9
0; 0.0% Rated 2 6; 7.4% Rated 6 31; 38.3% Rated 10
1; 1.2% Rated 3 12; 14.8% Rated 7 0; 0.0% Not Applicable
0; 0.0% Rated 4 8; 9.9% Rated 8 9; 11.1% No Answer
Replies 72; Mean 8.38; Std Dev 1.80
Q22: IMP of music
IMP of music
3; 3.7% Rated 1 4; 4.9% Rated 5 4; 4.9% Rated 9
1; 1.2% Rated 2 10; 12.3% Rated 6 29; 35.8% Rated 10
2; 2.5% Rated 3 9; 11.1% Rated 7 0; 0.0% Not Applicable
1; 1.2% Rated 4 9; 11.1% Rated 8 9; 11.1% No Answer
Replies 72; Mean 7.72; Std Dev 2.51
28
32. Q23: SAT of music
SAT of music
0; 0.0% Rated 1 5; 6.2% Rated 5 8; 9.9% Rated 9
0; 0.0% Rated 2 4; 4.9% Rated 6 42; 51.9% Rated 10
1; 1.2% Rated 3 5; 6.2% Rated 7 0; 0.0% Not Applicable
1; 1.2% Rated 4 6; 7.4% Rated 8 9; 11.1% No Answer
Replies 72; Mean 8.76; Std Dev 1.84
Q24: IMP of menu
IMP of menu
1; 1.2% Rated 1 3; 3.7% Rated 5 9; 11.1% Rated 9
0; 0.0% Rated 2 2; 2.5% Rated 6 37; 45.7% Rated 10
0; 0.0% Rated 3 6; 7.4% Rated 7 0; 0.0% Not Applicable
1; 1.2% Rated 4 12; 14.8% Rated 8 10; 12.3% No Answer
Replies 71; Mean 8.75; Std Dev 1.79
Q25: SAT of menu
SAT of menu
0; 0.0% Rated 1 3; 3.7% Rated 5 7; 8.6% Rated 9
0; 0.0% Rated 2 1; 1.2% Rated 6 47; 58.0% Rated 10
0; 0.0% Rated 3 5; 6.2% Rated 7 0; 0.0% Not Applicable
1; 1.2% Rated 4 8; 9.9% Rated 8 9; 11.1% No Answer
Replies 72; Mean 9.13; Std Dev 1.48
Q26: IMP of explanation
IMP of explanation
1; 1.2% Rated 1 0; 0.0% Rated 5 10; 12.3% Rated 9
0; 0.0% Rated 2 4; 4.9% Rated 6 36; 44.4% Rated 10
1; 1.2% Rated 3 5; 6.2% Rated 7 0; 0.0% Not Applicable
2; 2.5% Rated 4 13; 16.0% Rated 8 9; 11.1% No Answer
Replies 72; Mean 8.68; Std Dev 1.87
29
33. Q27: SAT of explanation
SAT of explanation
0; 0.0% Rated 1 2; 2.5% Rated 5 9; 11.1% Rated 9
0; 0.0% Rated 2 2; 2.5% Rated 6 49; 60.5% Rated 10
0; 0.0% Rated 3 2; 2.5% Rated 7 0; 0.0% Not Applicable
0; 0.0% Rated 4 8; 9.9% Rated 8 9; 11.1% No Answer
Replies 72; Mean 9.32; Std Dev 1.23
Q28: IMP of wait time
IMP of wait time
0; 0.0% Rated 1 3; 3.7% Rated 5 10; 12.3% Rated 9
0; 0.0% Rated 2 5; 6.2% Rated 6 28; 34.6% Rated 10
0; 0.0% Rated 3 8; 9.9% Rated 7 0; 0.0% Not Applicable
0; 0.0% Rated 4 18; 22.2% Rated 8 9; 11.1% No Answer
Replies 72; Mean 8.54; Std Dev 1.48
Q29: SAT of wait time
SAT of wait time
0; 0.0% Rated 1 0; 0.0% Rated 5 8; 9.9% Rated 9
0; 0.0% Rated 2 4; 4.9% Rated 6 41; 50.6% Rated 10
2; 2.5% Rated 3 6; 7.4% Rated 7 0; 0.0% Not Applicable
1; 1.2% Rated 4 10; 12.3% Rated 8 9; 11.1% No Answer
Replies 72; Mean 8.86; Std Dev 1.71
Q30: IMP of store front
IMP of store front
2; 2.5% Rated 1 9; 11.1% Rated 5 6; 7.4% Rated 9
2; 2.5% Rated 2 6; 7.4% Rated 6 27; 33.3% Rated 10
2; 2.5% Rated 3 3; 3.7% Rated 7 0; 0.0% Not Applicable
2; 2.5% Rated 4 12; 14.8% Rated 8 10; 12.3% No Answer
Replies 71; Mean 7.63; Std Dev 2.58
30
34. Q31: SAT of store front
SAT of store front
2; 2.5% Rated 1 5; 6.2% Rated 5 9; 11.1% Rated 9
0; 0.0% Rated 2 6; 7.4% Rated 6 32; 39.5% Rated 10
0; 0.0% Rated 3 6; 7.4% Rated 7 0; 0.0% Not Applicable
1; 1.2% Rated 4 10; 12.3% Rated 8 10; 12.3% No Answer
Replies 71; Mean 8.31; Std Dev 2.14
Q32: IMP of allergy/diet
IMP of allergy/diet
9; 11.1% Rated 1 14; 17.3% Rated 5 4; 4.9% Rated 9
3; 3.7% Rated 2 4; 4.9% Rated 6 24; 29.6% Rated 10
2; 2.5% Rated 3 4; 4.9% Rated 7 1; 1.2% Not Applicable
1; 1.2% Rated 4 6; 7.4% Rated 8 9; 11.1% No Answer
Replies 72; Mean 6.63; Std Dev 3.23
Q33: SAT of allergy/diet
SAT of allergy/diet
2; 2.5% Rated 1 2; 2.5% Rated 5 4; 4.9% Rated 9
0; 0.0% Rated 2 5; 6.2% Rated 6 38; 46.9% Rated 10
0; 0.0% Rated 3 8; 9.9% Rated 7 1; 1.2% Not Applicable
1; 1.2% Rated 4 9; 11.1% Rated 8 11; 13.6% No Answer
Replies 70; Mean 8.55; Std Dev 2.08
Q34: IMP of website
IMP of website
6; 7.4% Rated 1 10; 12.3% Rated 5 4; 4.9% Rated 9
4; 4.9% Rated 2 4; 4.9% Rated 6 21; 25.9% Rated 10
2; 2.5% Rated 3 8; 9.9% Rated 7 2; 2.5% Not Applicable
3; 3.7% Rated 4 3; 3.7% Rated 8 14; 17.3% No Answer
Replies 67; Mean 6.65; Std Dev 3.11
31
35. Q35: SAT of website
SAT of website
1; 1.2% Rated 1 3; 3.7% Rated 5 5; 6.2% Rated 9
0; 0.0% Rated 2 4; 4.9% Rated 6 31; 38.3% Rated 10
0; 0.0% Rated 3 9; 11.1% Rated 7 2; 2.5% Not Applicable
3; 3.7% Rated 4 5; 6.2% Rated 8 18; 22.2% No Answer
Replies 63; Mean 8.36; Std Dev 2.12
Q36: IMP of accuracy
IMP of accuracy
0; 0.0% Rated 1 1; 1.2% Rated 5 6; 7.4% Rated 9
0; 0.0% Rated 2 2; 2.5% Rated 6 50; 61.7% Rated 10
0; 0.0% Rated 3 1; 1.2% Rated 7 0; 0.0% Not Applicable
0; 0.0% Rated 4 11; 13.6% Rated 8 10; 12.3% No Answer
Replies 71; Mean 9.38; Std Dev 1.13
Q37: SAT of accuracy
SAT of accuracy
0; 0.0% Rated 1 1; 1.2% Rated 5 10; 12.3% Rated 9
0; 0.0% Rated 2 3; 3.7% Rated 6 55; 67.9% Rated 10
0; 0.0% Rated 3 0; 0.0% Rated 7 0; 0.0% Not Applicable
0; 0.0% Rated 4 2; 2.5% Rated 8 10; 12.3% No Answer
Replies 71; Mean 9.56; Std Dev 1.05
Q38: IMP of complaints
IMP of complaints
4; 4.9% Rated 1 3; 3.7% Rated 5 6; 7.4% Rated 9
1; 1.2% Rated 2 4; 4.9% Rated 6 34; 42.0% Rated 10
3; 3.7% Rated 3 8; 9.9% Rated 7 0; 0.0% Not Applicable
4; 4.9% Rated 4 4; 4.9% Rated 8 10; 12.3% No Answer
Replies 71; Mean 7.77; Std Dev 2.83
32
36. Q39: SAT of complaints
SAT of complaints
2; 2.5% Rated 1 4; 4.9% Rated 5 7; 8.6% Rated 9
0; 0.0% Rated 2 2; 2.5% Rated 6 45; 55.6% Rated 10
0; 0.0% Rated 3 4; 4.9% Rated 7 0; 0.0% Not Applicable
1; 1.2% Rated 4 4; 4.9% Rated 8 12; 14.8% No Answer
Replies 69; Mean 8.86; Std Dev 2.10
Q40: IMP of ingredients
IMP of ingredients
0; 0.0% Rated 1 2; 2.5% Rated 5 8; 9.9% Rated 9
0; 0.0% Rated 2 1; 1.2% Rated 6 54; 66.7% Rated 10
0; 0.0% Rated 3 3; 3.7% Rated 7 0; 0.0% Not Applicable
0; 0.0% Rated 4 4; 4.9% Rated 8 9; 11.1% No Answer
Replies 72; Mean 9.46; Std Dev 1.16
Q41: SAT of ingredients
SAT of ingredients
0; 0.0% Rated 1 1; 1.2% Rated 5 11; 13.6% Rated 9
0; 0.0% Rated 2 1; 1.2% Rated 6 54; 66.7% Rated 10
0; 0.0% Rated 3 0; 0.0% Rated 7 0; 0.0% Not Applicable
0; 0.0% Rated 4 5; 6.2% Rated 8 9; 11.1% No Answer
Replies 72; Mean 9.58; Std Dev 0.92
Q42: Ranked variety of product 1 or 2?
Ranked variety of product 1 or 2?
25; 30.9% No 0; 0.0% Not Applicable
23; 28.4% Yes 33; 40.7% No Answer
Replies 48
Q43: Ranked health 1 or 2?
Ranked health 1 or 2?
31; 38.3% Yes 0; 0.0% Not Applicable
20; 24.7% No 30; 37.0% No Answer
Replies 51
33
37. Q44: Ranked teas 1 or 2?
Ranked teas 1 or 2?
33; 40.7% No 1; 1.2% Not Applicable
21; 25.9% Yes 26; 32.1% No Answer
Replies 55
Q45: Ranked kids 1 or 2?
Ranked kids 1 or 2?
31; 38.3% No 8; 9.9% Not Applicable
17; 21.0% Yes 25; 30.9% No Answer
Replies 56
Q46: Ranked convenience 1 or 2?
Ranked convenience 1 or 2?
34; 42.0% No 0; 0.0% Not Applicable
15; 18.5% Yes 32; 39.5% No Answer
Replies 49
Q47: Ranked variety of product 3 or 4?
Ranked variety of product 3 or 4?
28; 34.6% No 1; 1.2% Not Applicable
18; 22.2% Yes 34; 42.0% No Answer
Replies 47
Q48: Ranked health 3 or 4?
Ranked health 3 or 4?
35; 43.2% No 0; 0.0% Not Applicable
14; 17.3% Yes 32; 39.5% No Answer
Replies 49
34
38. Q49: Ranked teas 3 or 4?
Ranked teas 3 or 4?
28; 34.6% No 1; 1.2% Not Applicable
26; 32.1% Yes 26; 32.1% No Answer
Replies 55
Q50: Ranked kids 3 or 4?
Ranked kids 3 or 4?
40; 49.4% No 9; 11.1% Not Applicable
7; 8.6% Yes 25; 30.9% No Answer
Replies 56
Q51: Ranked convenience 3 or 4?
Ranked convenience 3 or 4?
26; 32.1% Yes 0; 0.0% Not Applicable
21; 25.9% No 34; 42.0% No Answer
Replies 47
Q52: Ranked variety of product 5?
Ranked variety of product 5?
41; 50.6% No 0; 0.0% Not Applicable
6; 7.4% Yes 34; 42.0% No Answer
Replies 47
Q53: Ranked health 5?
Ranked health 5?
44; 54.3% No 0; 0.0% Not Applicable
6; 7.4% Yes 31; 38.3% No Answer
Replies 50
35
39. Q54: Ranked teas 5?
Ranked teas 5?
46; 56.8% No 1; 1.2% Not Applicable
7; 8.6% Yes 27; 33.3% No Answer
Replies 54
Q55: Ranked kids 5?
Ranked kids 5?
24; 29.6% Yes 9; 11.1% Not Applicable
22; 27.2% No 26; 32.1% No Answer
Replies 55
Q56: Ranked convenience 5?
Ranked convenience 5?
39; 48.1% No 0; 0.0% Not Applicable
8; 9.9% Yes 34; 42.0% No Answer
Replies 47
Q57: If had pictures, try new things.
If had pictures, try new things.
1; 1.2% Strongly Disagree 15; 18.5% Mildly Agree 13; 16.0% No Answer
0; 0.0% Disagree 27; 33.3% Agree
3; 3.7% Mildly Disagree 22; 27.2% Strongly Agree
Replies 68; Mean 2.04; Std Dev 0.98
Q58: To-go menu would simplify.
To-go menu would simplify.
2; 2.5% Strongly Disagree 23; 28.4% Mildly Agree 13; 16.0% No Answer
4; 4.9% Disagree 21; 25.9% Agree
5; 6.2% Mildly Disagree 13; 16.0% Strongly Agree
Replies 68; Mean 2.59; Std Dev 1.22
36
40. Q59: Important to watch order process.
Important to watch order process.
1; 1.2% Strongly Disagree 21; 25.9% Mildly Agree 13; 16.0% No Answer
3; 3.7% Disagree 21; 25.9% Agree
8; 9.9% Mildly Disagree 14; 17.3% Strongly Agree
Replies 68; Mean 2.53; Std Dev 1.17
Q60: Rather reduce noise.
Rather reduce noise.
16; 19.8% Strongly Disagree 4; 4.9% Mildly Agree 13; 16.0% No Answer
18; 22.2% Disagree 1; 1.2% Agree
25; 30.9% Mildly Disagree 4; 4.9% Strongly Agree
Replies 68; Mean 4.47; Std Dev 1.29
Q61: Never communicate wrong order.
Never communicate wrong order.
18; 22.2% Strongly Disagree 10; 12.3% Mildly Agree 15; 18.5% No Answer
16; 19.8% Disagree 10; 12.3% Agree
10; 12.3% Mildly Disagree 2; 2.5% Strongly Agree
Replies 66; Mean 4.24; Std Dev 1.53
Q62: Gluten free granola, recommend more.
Gluten free granola, recommend more.
13; 16.0% Strongly Disagree 14; 17.3% Mildly Agree 14; 17.3% No Answer
16; 19.8% Disagree 6; 7.4% Agree
11; 13.6% Mildly Disagree 7; 8.6% Strongly Agree
Replies 67; Mean 3.93; Std Dev 1.60
Q63: Place to hang out, not study.
Place to hang out, not study.
6; 7.4% Strongly Disagree 14; 17.3% Mildly Agree 15; 18.5% No Answer
10; 12.3% Disagree 14; 17.3% Agree
11; 13.6% Mildly Disagree 11; 13.6% Strongly Agree
Replies 66; Mean 3.20; Std Dev 1.57
37
41. Q64: If had Juicing, would come more.
If had Juicing, would come more.
6; 7.4% Strongly Disagree 19; 23.5% Mildly Agree 15; 18.5% No Answer
6; 7.4% Disagree 7; 8.6% Agree
15; 18.5% Mildly Disagree 13; 16.0% Strongly Agree
Replies 66; Mean 3.18; Std Dev 1.52
Q65: Rather open earlier than later.
Rather open earlier than later.
5; 6.2% Strongly Disagree 9; 11.1% Mildly Agree 14; 17.3% No Answer
9; 11.1% Disagree 11; 13.6% Agree
14; 17.3% Mildly Disagree 19; 23.5% Strongly Agree
Replies 67; Mean 2.97; Std Dev 1.66
Q66: Price okay with health descriptions.
Price okay with health descriptions.
6; 7.4% Strongly Disagree 15; 18.5% Mildly Agree 15; 18.5% No Answer
11; 13.6% Disagree 9; 11.1% Agree
12; 14.8% Mildly Disagree 13; 16.0% Strongly Agree
Replies 66; Mean 3.26; Std Dev 1.60
Q67: Come in for new product of month.
Come in for new product of month.
2; 2.5% Strongly Disagree 17; 21.0% Mildly Agree 13; 16.0% No Answer
6; 7.4% Disagree 13; 16.0% Agree
10; 12.3% Mildly Disagree 20; 24.7% Strongly Agree
Replies 68; Mean 2.63; Std Dev 1.42
Q68: Social media only for discounts.
Social media only for discounts.
7; 8.6% Strongly Disagree 13; 16.0% Mildly Agree 14; 17.3% No Answer
6; 7.4% Disagree 14; 17.3% Agree
11; 13.6% Mildly Disagree 16; 19.8% Strongly Agree
Replies 67; Mean 2.97; Std Dev 1.63
38
42. Q69: Okay to wait if had wifi and couches.
Okay to wait if had wifi and couches.
3; 3.7% Strongly Disagree 12; 14.8% Mildly Agree 14; 17.3% No Answer
5; 6.2% Disagree 14; 17.3% Agree
7; 8.6% Mildly Disagree 26; 32.1% Strongly Agree
Replies 67; Mean 2.40; Std Dev 1.50
Q70: Atmosphere increases quality.
Atmosphere increases quality.
1; 1.2% Strongly Disagree 18; 22.2% Mildly Agree 14; 17.3% No Answer
2; 2.5% Disagree 22; 27.2% Agree
4; 4.9% Mildly Disagree 20; 24.7% Strongly Agree
Replies 67; Mean 2.24; Std Dev 1.13
Q71: Would participate in fundraisers.
Would participate in fundraisers.
1; 1.2% Strongly Disagree 13; 16.0% Mildly Agree 14; 17.3% No Answer
4; 4.9% Disagree 13; 16.0% Agree
4; 4.9% Mildly Disagree 32; 39.5% Strongly Agree
Replies 67; Mean 2.07; Std Dev 1.31
Q72: Increase quality if offered dine in bowls.
Increase quality if offered dine in bowls.
4; 4.9% Strongly Disagree 17; 21.0% Mildly Agree 14; 17.3% No Answer
10; 12.3% Disagree 3; 3.7% Agree
23; 28.4% Mildly Disagree 10; 12.3% Strongly Agree
Replies 67; Mean 3.48; Std Dev 1.39
Q73: Go to restaurant b/c images on social media
Go to restaurant b/c images on social media
4; 4.9% Strongly Disagree 18; 22.2% Mildly Agree 15; 18.5% No Answer
4; 4.9% Disagree 13; 16.0% Agree
6; 7.4% Mildly Disagree 21; 25.9% Strongly Agree
Replies 66; Mean 2.56; Std Dev 1.48
39
43. Q74: If had calorie count, come more often.
If had calorie count, come more often.
7; 8.6% Strongly Disagree 15; 18.5% Mildly Agree 16; 19.8% No Answer
10; 12.3% Disagree 9; 11.1% Agree
14; 17.3% Mildly Disagree 10; 12.3% Strongly Agree
Replies 65; Mean 3.40; Std Dev 1.56
Q75: One other product or flavor Da Fruiteas should offer:
One other product or flavor Da Fruiteas should offer:
9; 11.1% Other 3; 3.7% Juicing 1; 1.2% Mango topping
4; 4.9% Watermelon flavors 2; 2.5% More boba options 1; 1.2% Seasonal flavors
3; 3.7% Lynchee 2; 2.5% More fruit smoothies 56; 69.1% No Answer
Replies 25
Q76: Pleas state at least ONE thing you think Da Fruiteas can improve upon.
One thing that Da Fruiteas can improve upon:
12; 14.8% Other 2; 2.5% More flavored teas
7; 8.6% Menu size 1; 1.2% More natural
6; 7.4% Lower prices 1; 1.2% Music loudness
6; 7.4% Decorations 1; 1.2% More discounts/rewards
4; 4.9% Seating 1; 1.2% Order wait time
4; 4.9% Wifi 37; 45.7% No Answer
2; 2.5% Calorie sensitive
Replies 44
Q77: What is your overall satisfaction of Da Fruiteas?
What is your overall satisfaction of Da Fruiteas?
0; 0.0% Rated 1 0; 0.0% Rated 4 1; 1.2% Rated 7 39; 48.1% Rated 10
0; 0.0% Rated 2 0; 0.0% Rated 5 8; 9.9% Rated 8 16; 19.8% No Answer
0; 0.0% Rated 3 1; 1.2% Rated 6 16; 19.8% Rated 9
Replies 65; Mean 9.40; Std Dev 0.88
40
44.
VI. Major Findings and Conclusions
Breakdown of Survey Respondents: Who Filled Out The Survey
Major Finding A: What can Da Fruiteas do to cause customers to come in more often?
Major Finding B: Customer Overall Satisfaction with Da Fruiteas
Major Finding C: Areas of Low Satisfaction
Major Finding E: Customer Desires for the Menu
Major Finding D: How can the atmosphere increase customer satisfaction?
Major Finding F: Increasing Awareness of Da Fruiteas
41
45. VI. Major Findings
Break Down of Survey Respondents
"Who Filled Out The Survey"
Q1: What is your gender?
Figure 1:
Finding: 61 out of 81 respondents are female.
What is your gender?
Male
20
Female
61
Q4. What is your age?
Figure 2:
Finding: 49 (22 + 27) out of 81 respondents are between the ages of 15-25.
0.0 10.0 20.0 30.0 40.0
Frequency (%)
What is your age?
11-14
15-18
19-25
26-45
46-54
Other
3
22
27
22
6
1
42
46. Q3: Do you live in the La Habra/Whittier area?
Figure 3:
Finding: 58 out of 81 respondents live in the La Habra/Whittier area.
Do you live in La Habra/Whittier
area?
Yes
No
Totals
58
23
81
Q9: Have you ever referred someone to Da Fruiteas?
Figure 4:
Finding: 69 out of 81 respondents have referred someone to Da Fruiteas.
0.0 20.0 40.0 60.0 80.0 100.0
Frequency (%)
Have you ever referred someone to Da Fruiteas?
Yes
No
Not Applicable
69
12
0
43
47. Q4: What source do you value most in deciding to try a juice shop?
Figure 5:
Finding: 32 out of 67 respondents value social media the most in deciding to try a new
juice shop.
What source do you value most
in deciding to try a new juice
shop?
Yelp
Company Website
Social Media
Totals
30
5
32
67
Q11: Are you aware of the Da Fruiteas punch card?
Figure 6:
Finding: 51 out of 81 respondents are NOT aware of the Da Fruiteas punch card.
Are you aware of the Da Fruiteas punch card?
Yes
30
No
51
44
48. Q8: Who do you usually come to Da Fruiteas with?
Figure 7:
Finding: 30 out of 77 respondents come to Da Fruiteas with school friends.
Who do you usually come to Da Fruiteas with? (Check one)
Alone
24
School friends
30
My kids
20
Co-workers
3
Q3: Do you usually dine in or take it to go?
Figure 8:
Finding: 60 out of 79 respondents usually take their bowl/drink to go.
0.0 20.0 40.0 60.0 80.0
Frequency (%)
Do you usually dine in or take it to go?
Dine in
To-go
19
60
45
49. Major Finding A
What can Da Fruiteas do to cause customers to come in more often?
Q2: When do you usually come to Da Fruiteas?
Figure 9:
Finding: 34 out of 72 respondents visit Da Fruiteas after work or school.
0.0 10.0 20.0 30.0 40.0 50.0
Frequency (%)
When do you usually come to Da Fruiteas? (Check one)
After work/school
Lunch
Late night snack
Dinner
After a workout
Other
34
19
8
6
3
2
46
50. Q65: " I would rather Da Fruiteas be open earlier than later."
Figure 10:
Finding: 39 (9+11+19) out of 67 respondents AGREE that they would rather Da
fruiteas be open earlier than later.
Conclusion: In reference to figure 9 and 10, this may suggest that since 34 out of 72
respondents visit Da Fruiteas after work or school, those respondents will be in the area
before work/school as well. This may suggest that Da Fruiteas change their hours to
accomidate the majority who prefer it to be open earlier instead of later.
0.0 5.0 10.0 15.0 20.0 25.0 30.0
Frequency (%)
Rather open earlier than later.
Strongly Disagree
Disagree
Mildly Disagree
Mildly Agree
Agree
Strongly Agree
5
9
14
9
11
19
47
51. Q65: Entire survey of ONLY respondents who AGREE Da Fruiteas
should be open earlier rather than later.
Figure 11: A select filter was run on ONLY customers who AGREE that Da Fruiteas
should be open earlier rather than later. There are a total of 39 (9+11+19) who are in
agreement with this statement. This select filter shows who these customers are to
understand the importance of their opinion.
Finding 1: 23 out of 39 respondents live in the La Habra/Whittier area.
Finding 2: 14 out of 35 respondents come to Da Fruiteas during lunch.
Finding 3: 11 out of 35 respondents come to Da Fruiteas after work or school.
Finding 4: 25 out of 36 respondents come with othe individuals.
Finding 5: 15 out of 39 respondents spend between $10-$15 per visit.
Finding 6: 13 out of 39 respondents have come to Da Fruiteas 3-6 times in the last
month.
Finding 7: 11 out of 39 respondents have come to Da Fruiteas 6-10 times in the last
month.
Finding 8: 13 out of 39 respondents are between the ages of 15-18.
Finding 9: 10 out of 39 respondents are between the ages of 19-25.
Finding 10: 16 out of 23 respondents ranked health as the numer 1 or 2 reason for
coming to Da Fruiteas.
Finding 11: 36 out of 36 respondents rated overall satisfaction of Da Fruiteas an 8 or
higher.
Conclusion: According to figure 10 and 11, this may suggest Da Fruiteas be open
earlier rather than later because those who AGREE with this statement generally live in
the area, go to Da Fruiteas during work or school hours and are therefore in the area
before work or school. The majority come with multiple people, a large portion spend
between $10-$15 per visit, come frequently already, value health as the most important
reason for coming to Da Fruiteas and are highly satisfied. Those who AGREE that Da
Fruiteas should be open earlier rather than later are valuable customers.
48
52. Q9: How many times in the last month have you visited Da Fruiteas?
Figure 12:
Finding: 45 out of 81 respondents have been to Da Fruiteas 3-25 times in the last
month.
0.0 10.0 20.0 30.0 40.0
Frequency (%)
How many times in the last month have you visited Da Fuiteas?
First Time
1-2
3-5
6-10
11-25
15
21
26
16
3
Q9: ONLY those who have
come 1-2 times in last month
X Q11-40: Satisfaction
Figure 13:
Finding 1: Customers who have
come to Da Fruiteas 1-2 times in the
last month rated Satisfaction of
bowl price 7.37/10.
Finding 2: These respondents
rated Satisfaction of their ability to
verbilize complaints 8.12/10.
SAT of bowl price
Mean
SAT of complaints
Mean
1-2
7.37
8.12
Q9: ONLY those who have
come 3-25 times in last month
X Q11-40: Satisfaction
Figure 14:
Finding 1: Customers who have come
to Da Fruiteas 1-2 times in the last
month rated Satisfaction of Bowl Price
8.21/10.
Finding 2: These respondents rated
their Satisfaction of ability to verbilize
complaints 9.13/10.
SAT of bowl price
Mean
SAT of complaints
Mean
3-25
8.21
9.13
Conclusion: According to figure 13 and 14 this may suggest that those who come to Da
Fruiteas less frequently are less satisfied with bowl price, the study environment, and
their ability verbilize complaints. This may suggest these issues need to be addressed in
order to cause customers to come in more frequently.
49
53. Q9: Entire survey of ONLY respondents who have been to Da Fruiteas
3-25 times in the past month.
Figure 15: A select filter was run on ONLY customers who have been to Da Fruiteas 3-
25 times in the last month. There is a total of 45 respondents. This select filter shows
who the frequent customers, why they are frequent customers, and areas of
imporovement for Da Fruiteas most valuable customers.
Finding 1: 29 out of 45 respondents are between the ages of 15-25.
Finding 2: 12 out of 41 respondents usually come alone.
Finding 3: 18 out of 41 respondents usually come with school friends.
Finding 4: 20 out of 45 respondents are aware of the Da Frutieas punch card. There
are only 30 out of the 81 total surveyed who are aware of the punch card. (Figure 6)
Finding 5: 38 out of 41 respondents AGREE that they would try new things if there
were more pictures of products.
Finding 6: 31 out of 41 respondents AGREE a to-go/handheld menu would simplify
their ordering process.
Finding 7: 33 out of 41 respondents AGREE it is important to watch their order being
made.
Finding 8: 36 out of 41 DISAGREE they rather reduce noise by having the blenders in
the back.
Figure 9: 18 out of 38 respondents AGREE if calorie counts were provided they would
come to Da Fruiteas more often.
Finding 10: 26 out of 40 respondents DISAGREE that they never communicate with
the employees when their order is made wrong.
Finding 11: 26 out of 40 AGREE they rather Da Fruiteas be open earlier rather than
later.
Finding 12: 37 out of 41 respondents AGREE they would participate in a local school
fundraiser.
Conclusion: This may suggest that the most frequent customers are those who are
high school and college age and those who come alone and with school friends. The
majority of those who are aware of the punch card are frequent customers. These
frequent customers would try new things more often if there were more pictures of
products and would appreciate a hand held menu. They are satisfied with the noise level
as is, desire calorie counts, for Da Fruiteas to be open earlier, and would paricipate in a
local school fundraiser at Da Fruiteas. They are satisfied potentially because the
majority communicate with the employees when their order is made wrong.
50
54. Q67: Come to Da Fruiteas just to try a new product of the month.
Figure 16:
Finding: 50 (20+13+17) out of 68 respondents AGREE they would come to Da
Fruiteas just to try a new product of the month.
Conclusion: This may suggest if Da Fruiteas advertised a new product of the month,
customers would come more often.
Come in for new product of month.
Strongly Disagree
2
Disagree
6
Mildly Disagree
10
Mildly Agree
17
Agree
13
Strongly Agree
20
51
55. Q64: "If Juicing was offered I would come to Da Fruiteas more
often."
Figure 17:
Finding: 39 (19+7+13) out of 66 respondents AGREE that they would come to Da
Fruiteas more frequently if juicing was offered.
0.0 5.0 10.0 15.0 20.0 25.0 30.0
Frequency (%)
If had Juicing, would come more.
Strongly Disagree
Disagree
Mildly Disagree
Mildly Agree
Agree
Strongly Agree
6
6
15
19
7
13
52
56. Q64: Entire survey of ONLY respondents who AGREE they would
come more to Da Fruiteas more often if juicing was offered.
Figure 18: A select filter was run on ONLY customers who AGREE they would come to
Da Fruiteas more often if juicing was offered. There are a total of 39 (19+7+13) who are
in agreement with this statement. This select filter shows who these customers are to
understand the importance of their opinion.
Finding 1: 27 out of 39 respondents live in the La Habra/Whittier area.
Finding 2: 15 out of 39 respondents typically spend $10-$35 per visit.
Finding 3: 27 out of 38 respondents usually come with another individual.
Finding 4: 30 out of 36 respondents rated IMPORTANCE of the nutritional value of
smoothies 8 and higher.
Finding 5: 10 out of 35 respondents rated SATISFACTION of allergy/diet sensitivity 7
and below.
Finding 6: 19 out of 38 respondents AGREE they would recommend Da Fruiteas more
if gluten free granola was offered.
Conclusion: According to figure # and #, this may suggest that Da Fruiteas should
offer juicing because the customers who AGREE they would come more often if juicing
was offered are generally those who live in the area, who are willing to spend money at
Da Fruiteas, and who typically come with other individuals. The nutritional value of
smoothies are important to these respondents. Juicing may improve these individuals'
satisfaction with Da Fruiteas' allergy/diet sensitivity. Another potential way to improve
their dissatisfaction with the allergy/diet sensitivity is by offering gluten free granola.
53
57. Major Finding B
Customer Overall Satisfaction with Da Fruiteas
Q76: What is your overall satisfaction with Da Fruiteas?
Figure 19:
Finding: 39 out of 65 respondents rated their overall satisfaction of Da Fruiteas a 10.
Conclusion: This may suggest that the customers are highly satisfied with their
experience at Da Fruiteas.
What is your overall satisfaction
of Da Fruiteas?
Rated 1
Rated 2
Rated 3
Rated 4
Rated 5
Rated 6
Rated 7
Rated 8
Rated 9
Rated 10
Totals
Mean
0
0
0
0
0
1
1
8
16
39
65
9.40
54
58. Q79: Entire survey of ONLY customers
who rated overall satisfaction a 10
Figure 20: A select filter was run on ONLY customers who rateed Overall Satisfaction a
10. There is a total of 39 respondents. This select filter shows who and why these
customers are the most satisfied.
Finding #1: 32 out of 39 respondents are female.
Finding #2: 28 out of 39 respondents are between the ages of 15-25.
Finding #3: 20 out of 39 respondents AGREE that Da Fruiteas is a place to hang out
and never to study.
Finding #8: 25 out of 39 respondents rated their satisfaction of the music a level 10.
Finding #9: 15 out of 23 respondents rated health as the 1 or 2 reason they come to Da
Fruiteas.
Figure #10: 11 out of 24 respondents rated the teas as the 1 or 2 reason they come to
Da Fruiteas.
Finding #11: The mean of bowl price SATISFACTION is 8.22. This is compared to the
total surveyed respondents ' mean of 7.85 in their satisfaction of bowl price. (See
figure 23)
Finding #12: 26 out of 38 disagreed that they never communicate when their order is
made wrong.
Conclusion: This may suggest that those who are most satisfied with Da fruiteas are
female students who are satisfied with the atmosphere of Da Fruiteas being a place to
hang out and not to study. These customers may be highly satisfied because they
communicate with the employees when their order is made wrong and are satisfied with
the price of bowls. These customers come to Da Fruiteas for health reasons.
Additionally, considering that 11 out of 24 respondents rated the teas as the number 1 or
2 reason for why they come to Da Fruiteas, taking the teas off of the menu may cause
dissatisfaction with some of the most satisfied customers.
55
59. Q43: Ranked Health a 1 or 2?
Figure 21:
Finding: 31 out of 51 respondents ranked health at a level of 1 or 2 reason for why they
come to Da Fruiteas in comparison to the other available options: convenience, my
kids, variety of product, and the teas.
Conclusion: This may suggest that the majority of Da Frutieas customers come to Da
Fruiteas for health reasons. Because of this Da Fruiteas should continue to enhance its
focus on health to best satisfiy the customers.
Ranked health 1 or 2?
Yes
31
No
20
56
