Donut Boom in Indonesia and the Proposed Marketing Strategy
CHAPTER 2 RESEARCH RESULT
The research result was analyzed using SPSS and qualitative methods. These are the results on customer preference, customer profile, and feedback.
2.1 Customer Preference Statistical Analysis
The customer preference being investigated in this research is the preference in the variables of a donut café which drives customers to go to donut cafés.
The main variables being analyzed are: product, price, situation in the café, and service. These main variables are divided into some sub variables. (Refer to figure 2.1)
Figure 2.1 The Research Variables and Sub variables
From the data of the research, it is concluded that the most important variable that trigger the customers to go to donut cafés is firstly product, followed by price, service, and finally situation. (Refer to table 2.1)
Rank Variable Mean*
1 Product 1.71
2 Price 2.49
3 Service 2.6
4 Situation 3.2
* 1=the most important; 4=the least important
Table 2.1 The Overall Customer Preference
2.1.1 Rank I: Product
The variable that holds the most important position is product. However, this variable is divided into two sub variable: sweetness and taste. This section will see in a more specific point of view about this variable along with its sub variables.
1. The overall ranking of customers ' preference in the service of a donut café.
Rank Sub Variables Mean*
1 Sweetness 1.72
2 Texture 1.77
* 1=the most important; 2=the least important
Table 2.2 The Ranking of the Sub Variables of Product
Refer to table 2.2, it is concluded that the sweetness of the donut is more important than the texture of the donut.
2. Customer specific service preference from a donut café.
The product that the research uses as a benchmark is the glazy donut of J-Co.
Rank Sub variable Label Mean (Pure) Mean (Rounding)
1 Sweetness How sweet is the donut? 3.14 3 *
2 Texture How soft is the donut 's texture? 2.39 2 **
* 1=not
The research result was analyzed using SPSS and qualitative methods. These are the results on customer preference, customer profile, and feedback.
2.1 Customer Preference Statistical Analysis
The customer preference being investigated in this research is the preference in the variables of a donut café which drives customers to go to donut cafés.
The main variables being analyzed are: product, price, situation in the café, and service. These main variables are divided into some sub variables. (Refer to figure 2.1)
Figure 2.1 The Research Variables and Sub variables
From the data of the research, it is concluded that the most important variable that trigger the customers to go to donut cafés is firstly product, followed by price, service, and finally situation. (Refer to table 2.1)
Rank Variable Mean*
1 Product 1.71
2 Price 2.49
3 Service 2.6
4 Situation 3.2
* 1=the most important; 4=the least important
Table 2.1 The Overall Customer Preference
2.1.1 Rank I: Product
The variable that holds the most important position is product. However, this variable is divided into two sub variable: sweetness and taste. This section will see in a more specific point of view about this variable along with its sub variables.
1. The overall ranking of customers ' preference in the service of a donut café.
Rank Sub Variables Mean*
1 Sweetness 1.72
2 Texture 1.77
* 1=the most important; 2=the least important
Table 2.2 The Ranking of the Sub Variables of Product
Refer to table 2.2, it is concluded that the sweetness of the donut is more important than the texture of the donut.
2. Customer specific service preference from a donut café.
The product that the research uses as a benchmark is the glazy donut of J-Co.
Rank Sub variable Label Mean (Pure) Mean (Rounding)
1 Sweetness How sweet is the donut? 3.14 3 *
2 Texture How soft is the donut 's texture? 2.39 2 **
* 1=not
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