Brett Gordon

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• Brett Gordon
• Erika Feltus
• Jun Lee
• Jon Snyder

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Table of Contents

• About N.P.C.C.
• Research Objectives
• Methods
• Limitations
• Survey Analysis
• Non-Customer
• Customer
• Comparison
• Recommendations

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N.P.C.C.

• Established in 1994
• Located on Garfield Street
• Liz Myers (Owned and Operated for 3 Years)
• Products Services
• Coffee, Tea, Food, Drinks, Music, Books, Internet

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Research Objectives

• Gain knowledge about
• Customers wants, needs, and views of N.P.C.C.
• Discover general publics views of coffee houses
• Develop
• New marketing strategies
• Retain current customers attract new customers
• Improve N.P.C.C.s operations and customer
  service quality

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Method

• Secondary data
• Previously researched data
• Internal sources
• PLU library
• Past surveys conducted for N.P.C.C.
• Web
• Primary external data
• Exploratory Research Personal Interviews
• Surveys from N.P.C.C. customers and non-customers
  

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Limitations

• Surveys
• Time
• Location
• Understanding questions
• SPSS Student Version
• Limited variables
• Merging data

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Non - Customer Survey

• 100 surveys
• Surveys conducted at various locations around
  campus
• Gender
• 57 male, 43 female
• Age group
• 74 age between 18 to 23
• 60 of respondents were PLU students and
  faculty/staff
• 70 had heard about N.P.C.C.

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Non - Customer Survey
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Non - Customer Survey

• Comparison of sub groups
• Lack of statistically valid information
• Non-PLU community unaware of N.P.C.C.

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Customer Survey

• 50 Surveys
• Gender
• Male 30.6, Female 69.4
• Age group
• 49 younger than 21
• 30.6 between 22 and 35
• 20.4 older than 36
• Residency
• PLU Student 61.2
• Surrounding cities residents (Tacoma and Olympia)
  10.2

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Customer Survey
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Customer Survey
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Customer Survey
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Customer Survey
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Customer Survey

• Comparison of sub groups
• Females chose studying and socializing most, more
  men chose eating and drinking
• PLU students visited between 2 pm to 7 pm, other
  customers visited between 10 am to 2 pm.
• PLU students visited from 3 to 6 times, other
  customers visited more than 6 times
• Females PLU students chose other coffee shops
  because of drive thru and convenience

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Customer Non-Customer

• 1. Eating/Drinking,
• 2. Socializing Studying

• 1. Drink, 2. Socializing, 3. Relax

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Customer Non-Customer
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Customer Non-Customer

• Attitudes toward specific features

Customer
Non-Customer
1. Starbucks 2. PLU Coffee Stands
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Customer Non-Customer

• Non-Customer
• 1. Drink Variety
• 2. Good Service
• 3. Location Relaxing Atmosphere

• Customer
• 1. Location Relaxing Atmosphere
• 2. Good Service Food Quality
• 3. Drink Quality Drink Variety

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Recommendations

• From N.P.C.C. Customers
• More workers during busier times
• Focus on training baristas
• From Research
• Non Customer Survey
• More advertising needed
• Focus on one market niche
• Customer Survey
• Have discounts from the opening to 10 am time
  (breakfast time)
• Have discounts in the evening time (7 pm to
  close) to make sure to keep customers from going
  to Farrellis

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Questions?

• Thank you