Mrs. Fields Cookies, founded by Debbi Fields in 1977, is a well-known brand with over 300 global retail locations, primarily based in Broomfield, Colorado. A focus group and survey were conducted to assess brand awareness and sales strategies at the Eastland Mall, revealing that while 86.4% of surveyed participants are aware of Mrs. Fields, purchases are infrequent due to factors like price and distance. Recommendations for increasing foot traffic include offering free samples, coupons, and enhancing community connections.

1. Mrs. Fields
Cookies
Brian Albaugh, Joey
Dubs, Matt Grimm, Steve
Panek, Alex Poppen

2. Background
Debbi Fields opened her first store in Palo Alto, California in 1977
Today, Mrs Fields enjoys the highest aided brand awareness in the industry and
sells products at over 300 retail locations globally and online.
It is based in Broomfield, Colorado with a production and distribution facility in
Salt Lake City, Utah.

3. Research Objectives
Conduct a focus group to obtain and assess
qualitative measures
Create and distribute a survey to assess
quantitative measures
Collect, analyze, and interpret data
Use the data to determine methods of
increasing sales based on foot traffic in
the mall

4. Qualitative Research Method
Focus Group made up of 5 people
Asked participants 25 questions based on 4 topics
Introductory questions, Quality Control, Location of Mrs. Fields in Eastland Mall and How to
increase sales based on foot trafficRihanna 21 Female Senior Special Ed
Sheldon
Cooper
19 Female Sophomore Graphic Design
George
Clooney
21 Male Junior Marketing
Jack Sparrow 19 Male Sophomore Marketing
Phoebe Buffay 20 Male Junior Accounting

5. Introductory Questions
Introductory Questions consisted of basic questions relating to the participants
previous knowledge of the store.
Example:
Have you heard of Mrs. Fields Cookies?
How often do you visit Eastland Mall?

6. Quality Control
Quality Control questions based off your experience and preference of Mrs.
Fields
Example:
Why do you prefer Mrs. Fields over other cookies?
What would compel you to come to Mrs. Fields on a regular basis?

7. Location in Eastland Mall
Questions about the location of Mrs. Fields at Eastland Mall
Example:
Where do you shop when you are in Eastland Mall?
If the location of Mrs. Fields in Eastland Mall cannot change, what would draw you to go visit the
store more often?

8. Increase sales based on foot traffic
Questions about how to increase sales based on foot traffic in Eastland Mall
Example:
What are some local businesses that you visit often?
What kind of promotions/events would bring you into Mrs. Fields?
Would a sample draw your interest or change your mind in purchasing from Mrs. Fields?

9. Quantitative Research Method
Survey of 29 questions
396 participants took the survey
200 males
196 females
Large majority of survey takers were between
the ages of 19-25 (85.9%)
Other age groups:
Younger than 18: 2.5%

10. Quantitative Findings
86.4% of the 396 survey participants have heard of Mrs. Fields cookie store
located in Eastland mall.
The largest majority of people have heard of the Mrs. Fields in Eastland Mall by
walking past the store. (63.3%)
Slightly more people have purchased a cookie from Mrs. Field in Eastland Mall
(58.6% have purchased a cookie)
Mrs. Fields is not a frequent purchase, with people generally making purchases
only once a year (31.8%)
Main reasons people decided to purchase Mrs. Fields

11. Quantitative Findings
Main factors keeping people from purchasing Mrs. Fields
Distance: 44%
Price: 46%
Mrs. Fields at EastLand Mall is easy to locate with a large majority responding
with
Easy to find: 38.4%
Neutral: 39.4%
When asked how to increase foot traffic to Mrs. Fields the biggest responses we
got were

12. Implications and Recommendations
Free samples
Coupons/certificates
Fundraising
Build Value in product
Connect with People
https://www.youtube.com/watch?v=sepARXV8MRI