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THE TEA HOUSE PROJECT. Marketing Research Team Reshma Gala Shawn Kline Jae-Yeon Joo Amol Chopra. MKTG-652. Introduction: The Concept. Coffee a very popular beverage among Americans. Presence and success of cafés specializing in coffee. Example: Starbucks and Cosi

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The tea house project

THE TEA HOUSE PROJECT

Marketing Research Team

Reshma Gala

Shawn Kline

Jae-Yeon Joo

Amol Chopra

MKTG-652


Introduction the concept
Introduction: The Concept

  • Coffee a very popular beverage among Americans.

  • Presence and success of cafés specializing in coffee. Example: Starbucks and Cosi

  • No predominant presence of café specializing in serving tea

MKTG 652

Drexel University


Introduction the concept1
Introduction: The Concept

  • Success of coffee and cafés in tea drinking countries, ex: India, Taiwan, Korea, China, Russia

  • Therefore test the feasibility of tea and tea house in coffee drinking country America, specifically in the tri-state area.

MKTG 652

Drexel University


Purpose of research
Purpose of Research

  • Is it feasible to introduce a Tea House in the tri-state area?

  • Who should be our target market?

  • What are the current consumption patterns of our target market?

  • What price should we charge for a cup of tea?

  • Will the “Tea House” concept work?

MKTG 652

Drexel University


Objectives and hypothesis
Objectives and Hypothesis

  • Men and women between the age group of 18 and 30 years, both students and young working professionals, with a higher disposable income would be willing to visit Tea House

  • People would be willing to pay between $1 and $3 for a cup of tea

  • People already visiting café would be willing to visit Tea House

MKTG 652

Drexel University


Objectives and hypothesis1
Objectives and Hypothesis

  • People giving more importance to nutritional value while choosing a beverage would be willing to visit Tea House

  • Recognize a pattern as to the part of the day people would be willing to visit the Tea House

  • Understand the ethnic background of people willing to visit the Tea House

MKTG 652

Drexel University


Objectives and hypothesis2
Objectives and Hypothesis

  • General awareness of different types of tea

    • Black Tea, Green Tea, Oolong Tea, Chai

  • General awareness of different forms of tea consumption

    • Tea bags, Iced Tea, Loose Tea

  • Places people generally buy their beverages from

    • Convenience stores, vending machines

MKTG 652

Drexel University


Objectives and hypothesis3
Objectives and Hypothesis

  • Understand the current café-visit habits

    • Frequency of visit

    • Accomplice

    • Average spending per visit

    • Other products consumed in a café

MKTG 652

Drexel University


Survey
Survey

  • Sample Size: 99

  • Location: Pennsylvania, New Jersey, and Delaware

  • Collected at work places and colleges (Drexel & UD)

  • Convenience sample was used for pretest of questionnaire

MKTG 652

Drexel University


Survey demographic info of respondents

GENDER

Male

39%

Female

61%

SurveyDemographic info of respondents

AGE

55-above

1%

41-55

20%

18-30

53%

31-40

26%

MKTG 652

Drexel University


Survey demographic info of respondents1

INCOME

100k-above

1%

75k-100k

17%

below 25k

40%

50k-75k

14%

35k-50k

25k~ 35k

20%

8%

SurveyDemographic info of respondents

OCCUPATION

Others

3%

Student

40%

57%

Working Professional

MKTG 652

Drexel University


Survey demographic info of respondents2

ORIGIN

Other

1%

Hispanic

African American

4%

19%

Caucasian

Asian

51%

25%

SurveyDemographic info of respondents

MKTG 652

Drexel University


Questionnaire
Questionnaire

  • 22 Questions

    • Nominal scale: gender, origin

    • Interval scale: income, price related

    • Ordinal scale: consumption pattern

    • Ratio scale: income, frequency of visit café

    • Open end question

MKTG 652

Drexel University


Target market analysis age
Target Market Analysis: Age

  • Ho: Decision to visit a tea house is independent of the age of a person

  • Ha: Decision to visit a tea house depends on the age of a person.

  • Analysis: Asymp. Sig. (2 sided) > 0.05

  • ACCEPT NULL

  • Conclusion: People in the age group of 18 to 30 will not necessarily visit a tea house.

MKTG 652

Drexel University



Target market analysis income
Target Market Analysis: Income of 56 = 1

  • Ho: Decision to visit a tea house is independent of the income of a person

  • Ha: Decision to visit a tea house is dependent on the person’s income

  • Analysis: As Asymp. Sig. (2 sided) > 0.05

  • ACCEPT NULL

  • Conclusion: Persons with a high disposable income of over $50,000 p.a. will not necessarily visit a tea house

MKTG 652

Drexel University


The tea house project

MKTG 652 of 56 = 1

Drexel University


Target market analysis gender
Target Market Analysis: Gender of 56 = 1

  • Ho: Decision to visit a tea house is independent of the gender of the person

  • Ha: Decision to visit a tea house is dependent on the gender of a person

  • Analysis: As Asymp. Sig. (2 sided) > 0.05

  • ACCEPT NULL

  • Conclusion: No indication that a particular gender group would be more inclined to visit a tea house, than another group.

MKTG 652

Drexel University


The tea house project

MKTG 652 of 56 = 1

Drexel University


Target market analysis occupation
Target Market Analysis: Occupation of 56 = 1

  • Ho: Decision to visit a tea house is independent of the occupation of a person

  • Ha: Decision to visit a tea house is dependent on the occupation of a person

  • Analysis: As Asymp. Sig. (2 sided) > 0.05

  • ACCEPT NULL

  • Conclusion: It is not necessary that only student will be interested in visiting the tea house.

MKTG 652

Drexel University


The tea house project

Note : Number of retired respondents = 1 of 56 = 1

MKTG 652

Drexel University


Target market analysis origin
Target Market Analysis: Origin of 56 = 1

  • Ho: Decision to visit a tea house is independent of the origin of a person

  • Ha: Decision to visit a tea house is dependent on the origin of a person

  • Analysis: As Asymp. Sig. (2 sided) > 0.05

  • ACCEPT NULL

  • Conclusion: It is not necessary that persons belonging to a certain ethnic background will be interested in visiting the tea house.

MKTG 652

Drexel University



Consumption patterns
Consumption Patterns of 56 = 1

  • Ho: Decision to visit a tea house is independent of the decision to visit cafes

  • Ha: Decision to visit a tea house is dependent of the decision to visit cafes

  • Analysis

    • Asymp. Sig. <.05; REJECT NULL

    • Conclusion: People who currently visit cafes are more likely to visit a tea house

MKTG 652

Drexel University


Consumption patterns continued
Consumption Patterns of 56 = 1(continued)

  • Ho: Decision to visit a tea house is independent of the individual’s concern for nutrition

  • Ha: Decision to visit a tea house is dependent of the individual’s concern for nutrition

  • Analysis:

    • Asymp. Sig. >.05; ACCEPT NULL

    • Conclusion: People who are concerned about nutritional value of their beverages will not necessarily visit a tea house

MKTG 652

Drexel University


The tea house project

MKTG 652 of 56 = 1

Drexel University


The tea house project

MKTG 652 of 56 = 1

Drexel University


The tea house project

MKTG 652 of 56 = 1

Drexel University


Pricing
Pricing of 56 = 1

  • Assumption: Majority of visitor would pay $1 ~ $2.99 for a cup of tea

  • Result of Frequency test: very supportive

    • Under $1: 11.2%

    • $1 ~ $2.99: 71.9%

    • $3 ~ $ 4.99: 13.5%

    • $5 ~ $6.99, $7 ~ 9.99, & $10 ~ above: 1.1% each

      * Majority of People(30.2%) who willing to visit Tea House answered they pay for $3 ~ $6.99 per visit in Café

MKTG 652

Drexel University


Appraisal
Appraisal of 56 = 1

  • Diversity of respondents with regard to gender, age, income and occupation

  • Questionnaire :

    • Short sightedness in including few questions

    • Difficulty in analyzing open ended questions

    • Structure of some questions

MKTG 652

Drexel University


Future opportunities
Future Opportunities of 56 = 1

  • First Step – Green Signal

    • overall acceptance among variety of age groups, income segments and occupations.

  • Further research and analysis can be done on

    • specific location

    • frequency of visit to a tea house

    • snacks to be served along with tea

    • ambience people would be expecting in the Tea House

    • secondary research

MKTG 652

Drexel University


Summary
Summary of 56 = 1

  • Primary Research on ‘Feasibility of a Tea House’ in the Tri-state area.

  • Survey by using Questionnaire.

  • Statistical Analysis using SPSS

  • Statistical Tools

    • Cross tabulation

    • Frequency Counts

MKTG 652

Drexel University


Conclusion
Conclusion of 56 = 1

  • An executable idea – ‘Tea House’

  • Accepted by the market

  • Further analysis required for specific aspects

MKTG 652

Drexel University


Thank you
Thank You!!! of 56 = 1

Questions?

MKTG 652

Drexel University