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BRM Individual Assignment

The document summarizes an individual assignment to analyze the customer experience at a café called Bean Board in Visakhapatnam, India. Based on interviews with 5 customers, 2 research problems were identified: 1) The café could optimize its menu by conducting exploratory research to determine customer menu preferences and add more food and drink options. The target respondents would be students. 2) The café's marketing effectiveness could be improved through exploratory research to identify activities preferred by families with children, then implementing those activities to increase foot traffic and attract customers over other cafes in the city. The target respondents would be married couples with kids and families.

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68 views

BRM Individual Assignment

The document summarizes an individual assignment to analyze the customer experience at a café called Bean Board in Visakhapatnam, India. Based on interviews with 5 customers, 2 research problems were identified: 1) The café could optimize its menu by conducting exploratory research to determine customer menu preferences and add more food and drink options. The target respondents would be students. 2) The café's marketing effectiveness could be improved through exploratory research to identify activities preferred by families with children, then implementing those activities to increase foot traffic and attract customers over other cafes in the city. The target respondents would be married couples with kids and families.

Uploaded by

Harshit 2207
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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BUSINESS RESEARCH METHODS

INDIVIDUAL ASSIGNMENT

Submitted To:
Prof. Juhi Gahlot Sarkar

Submitted By:
Brahmani Kosaraju
220101031
Section A
Assignment Synopsis:
We need to select any store/café and observe the consumer experience by taking
interviews with prior consent. From the interviews, we need to define at least 2
specific research problems based on our observations. We need to identify what
type of research is used to solve the problem and what will be the perfect
respondents according to the problem.

Details of the Café:


Bean Board is a coffee shop with a limited food menu located near the beach
road in Visakhapatnam, Andhra Pradesh.

Target Audience:
Millennials between the ages of 18 and 35 comprise the café's audience.

Questionnaire for the Interviews:


The questions were majorly about the customer experience. Some of them are
mentioned below.
1. Were there any suggestions the cafe might be improved upon, or ideas
you had for us to optimize your future visits to our cafe?
2. How would you rate the cafe's ambiance and mood, and how did you feel
during your visit?
3. Would you tell others about the excellence of our food and beverages?
What did you think of their quality?
4. What, in your opinion, differentiates this cafe from others you've been to?
5. Would you like to add anything more to your experience or offer any
additional feedback?

Interviews:

1. Interview 1:
The coffee here tastes really good. The place has a good ambience with
both indoor and outdoor seating. It has the potential to become the best
café if it considers making a better food menu.

2. Interview 2:
It is an amazing place to chill out with your friends. The coffee here is
exceptional! It has such a great beachside view. The prices are also
decent but there are very limited food options. They only provide
sandwiches, fries, and some desserts. Adding a beer to their menu would
just take it to the next level.

3. Interview 3:
The café is very far from the city. Although there are multiple cafes in the
city, people usually prefer going to this one since it has a beach view. It is
situated on top of a mountain and has a major transportation drawback.
Although the food and coffee are good, they could improve and add some
activities to attract consumers to the café.

4. Interview 4:
It is a good place to hang out with family. People with kids will find it
difficult to manage since there is a lot of open space with no restrictions.
It would have been better if there were some kids zones.

5. Interview 5:
Being a regular customer of this café, I love their coffee and desserts. Our
friends sometimes call this the Starbucks of Vizag. There is a lot of open
space around and maybe the management can plan on expanding it since
it is just the perfect spot to celebrate birthday parties.

Problem Statement:
From the interviews taken, I have identified 2 major research problems which
can improve the cafe’s customer experience along with maximizing its sales.

1. Menu Optimization:
Although many customers were satisfied with the coffee from the café,
they were expecting different food items. The café can plan on optimizing
its menu by including varied food items for lunch/dinner along with some
alcoholic beverages.
Research Used: The café can conduct exploratory research to find out
what the audience requires and their expectations of the menu. This will
help them in getting more customers by conducting surveys.
Respondents: The target audience is students who usually like to hang
out with their friends.

2. Marketing Effectiveness:
The café is located at a place with minimum visibility. Consumers find it
difficult with regard to transportation. The café also has a lot of free space
where the management can come up with interesting activities for kids
and adults. This will improve the footfall and consumers will prefer this
café compared to the ones in the city.
Research Used: We can perform exploratory research to identify the
types of activities our target audience prefer. Based on that, we can come
up with solutions and enhance the efficiency of the café.
Respondents: The target audience will be married couples with kids and
family members who come to enjoy the ambience.

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