Assignment 3-1

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Marketing

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Feb 20, 2024

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Marketing Research MAR 4613 FALL 2023 Assignment 3 Due: Sunday, November 5, 2023 @ 11:59 PM Name(s): Gabriela Blazquez Please read the case on the following pages and answer the corresponding questions Fusion looks for answers – When close competition drives quest for intelligence Fusion, a multi-ethnic fine dine restaurant in Seattle has recently been facing tough competition from a new restaurant nearby called “Indulge”, which offers somewhat a similar menu and appeals to the similar demographic as Fusion does. However, there is one key difference. According to a recent Yelp post, an average meal for two people at Indulge costs about $80, whereas at Fusion, an average meal for two people costs about $110. These cost estimates are not inclusive of drinks and taxes. Thus, from a cost competitiveness perspective, Fusion seems to be on the losing end, and the top management is worried that it might run itself into losses if it did not change its strategies. One solution for Fusion is to differentiate itself versus its competitor, Indulge, by marketing itself as a restaurant that is the first choice for couples celebrating their happy occasions. For instance, if a couple wishes to celebrate their anniversary, or enjoy a romantic meal, they should think of Fusion as their first choice. The marketing manager at Fusion has recommended the top management that they can transform the rooftop seating area, or the deck, to look more romantic to meet this objective. Unfortunately, this means Fusion will need to invest more money, and the management has no clue which of the two seating areas couples would most prefer to dine at. In a recent board meeting, Fusion’s senior leadership decided to conduct market research in order to understand its customers better, and be more competitive by gaining intelligence via primary research. At the first stage, Fusion has the following objectives: 1. Understand which restaurant, Fusion or Indulge, do customers find better at offering variety. The customer would like to choose Indulge over Fusion because it is the less expensive choice and provides almost the same cuisine. 2. Understand how positive/negative the customers’ attitudes are towards both, Fusion and Indulge Positive Customer Attitudes for Indulge - Fusion's varied menu offers customers the opportunity to sample a variety of foreign and fusion cuisines, which may be appreciated. - Fusion's refined dining atmosphere combined with its attentive service may provide the impression of a high-end dining experience. - Fusion's chef-driven cuisine and inventive offers may be well-received by patrons who take pleasure in sampling novel and inventive meals. Negative Customer Attitudes for Indulge

-Indulge may face unfavorable perceptions from patrons who value culinary diversity if its menu is more limited than Fusion's. - Indulge's ambiance and service might not be to everyone's taste for those looking for an elegant dining experience with fine dining characteristics. - Some consumers may consider Indulge to be a less authentic or copycat alternative due to its close proximity to Fusion. Positive Customer Attitudes for Fusion - Fusion's varied menu may be appreciated by patrons who like to sample a variety of foreign and fusion cuisines. -Fusion's refined dining atmosphere and attentive service have the potential to enhance one's impression of an elite eating encounter. Fusion's chef-driven cuisine and inventive offers may be well-received by patrons who take pleasure in sampling novel and inventive meals. Negative Customer Attitudes for Fusion -Fusion's menu may seem excessively pricey to patrons on a tight budget, which might create a bad impression. -If Fusion fails to sufficiently accommodate certain dietary requirements, those who follow special diets may become unfavorable toward Fusion. -Some patrons may find Fusion intimidating or elitist, which makes them uneasy about dining there. You are part of a team that has been hired by Fusion’s top management as an external consultant and researcher, who will help Fusion in meeting the above-mentioned objectives and find concrete answers. Your manager designed a questionnaire that contained a number of items designed to provide important and actionable insights. Unfortunately, your manager failed to pay attention in his marketing research course and thus has charged you with the job of analyzing the data and reporting the findings. Section 1 : The first task you have is to provide the descriptive statistics ( Mean, Median, Mode, and Standard Deviation – i.e., measures of central tendency and dispersion ) for some of the variables in the dataset. Variety Fusion Variety Indulge Attitude Fusion Mean 5.03930131 Mean 4.144104803 Mean 3.336244541 Standard Error 0.084481815 Standard Error 0.1015324 Standard Error 0.096589071 Median 5 Median 4 Median 3 Mode 5 Mode 4 Mode 2 Standard Deviation 1.278441843 Standard Deviation 1.536464016 Standard Deviation 1.46165787 Sample Variance 1.634413545 Sample Variance 2.360721673 Sample Variance 2.136443729 Kurtosis -0.396733703 Kurtosis -0.552252488 Kurtosis -0.808948943 Skewness -0.30270327 Skewness -0.25174863 Skewness 0.284698009

Range 5 Range 6 Range 6 Minimum 2 Minimum 1 Minimum 1 Maximum 7 Maximum 7 Maximum 7 Sum 1154 Sum 949 Sum 764 Count 229 Count 229 Count 229 Attitude Indulge WTS Mean 4.301310044 Mean 98.3231441 Standard Error 0.08711187 Standard Error 3.610504201 Median 4 Median 100 Mode 4 Mode 100 Standard Deviation 1.318241797 Standard Deviation 54.63684282 Sample Variance 1.737761434 Sample Variance 2985.184594 Kurtosis -0.352772233 Kurtosis 6.450247552 Skewness -0.107023443 Skewness 1.99511567 Range 6 Range 390 Minimum 1 Minimum 10 Maximum 7 Maximu m 400 Sum 985 Sum 22516 Count 229 Count 229 1. Now write up your analysis explaining what the data tells you by answering the questions below for each of the three variables: 2. What is your sample size? 229 3. Based on your descriptive analysis: A. how are much money are people likely to spend on average if they were on a date? 98.3231441 B. which of the two restaurants is perceived as offering more variety to its customers? Fusion C. which of the two restaurants customers have more positive attitudes towards? Indulge Section 2 : The second assignment you have is to answer the question: “Do people spend more than $110 if they are on a date? Fusion’s marketing manager, who also happens to be the restaurant manager, is firm on the stance that Fusion is not going to reduce prices on its menu. In fact, the manager has proposed that people will spend more than $110 on average per visit if they are on a date, and that if prices were to change, they should definitely be increased. You can determine if the proposition made by the marketing manager is true by using a univariate t-test to analyze the data. The variable you may want to use is WTS and test is against

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a standard value of $110. Run a one-samples t-test. (worth 35 points) 1. Write the null and alternate hypothesis for the proposition made by the marketing manager? ( hint: refer to the slides from the 11/08 for ideas ) Null Hypothesis: People do not spend more than 110 on a date Alternate hypothesis: People spend more than 110 if they are on a date 2. Use the output from SPSS and interpret the results. Which hypothesis, null or alternate, do we find support for? Please provide the appropriate output here ( One-sample Statistics table and One-sample Test table ). Null Hypothesis: People do not spend more than 110 on a date 3. What would you tell the marketing manager about changing prices at Fusion? They spent less than the test value because the significance value P, derived from the one-sample test, is less than 0.05. The concept that people spend more than $110 on average each visit if they are on a date and that amount would grow if they increased the price is wrong since the evidence does not support the alternate hypothesis.

Assignment 3-1

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