Marketing Research

Marketing Research

Final Report

MKT 302

Due date: 1/11/2015

INTRODUCTION 3

METHODOLOGY 3

SECONDARY RESEARCH 4

Results and Analysis 5

LIMITATIONS 8

Recommendations 8

Conclusion 9

Appendix 11

INTRODUCTION

Everybody is guilty of snacking, it has become an essential part of our daily routine, especially when someone is on the go and needs to have a quick bite. There is a wide range of snacks out there, including; potato chips, chocolate bars, cookies, frozen yogurt, and fruits. People mostly snack when they are under duress and stress because they need to busy themselves and eat the stress away. University students are put under major mental pressure, therefore; we could argue that they are in need for snacks every now and then during the day.

American University of Sharjah (AUS) students have several options on campus as well as around University City for snack urges. Students could either go to YogurBerry, the mini-mart, student center, Matajer, Sharjah Co-op, and other places. Opting for healthy choices and making smart decisions when it comes to snacks is not very easy. Having said that, frozen yogurt is supposed to be one of the main options for many since it is one of the healthiest snacks around the University City. Yet, we have observed and made note that there is no traffic built at AUS’s YogurBerry in the student center, and we are pursuing to find the reason as to why there is no traffic, and how it could become more popular among students.

METHODOLOGY

In our project on the university's branch of Yogurberry, we circulated a survey among AUS students of different majors, standings, nationalities and both genders. Using a survey fits perfectly with the purpose of this research since we needed to get the customers' (students) feedback in order to point out the flaws and fix them, and thus help Yogurberry build traffic. We picked this population (AUS students) because they are the main, if not the only; customers of that store and...