MARK-4441-BARE Cookware Project (ASS4) (1)

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Apr 3, 2024

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1 Assignment 4: Survey Research – Group Assignment BARE Cookware’s Pre-Seasoned Carbon Steel Pans Duyen Nguyen - 300362928 Hoang Hanh Dang - 300328449 Huyen Nguyen - 300351638 Rafaela Martins de Lima - 300370932 Ye Min Htet - 300373757 Douglas College Marketing Research – MARK-4441-001 Dr. Imran Tanveer July 23th , 2023

2 Introduction and background After conducting a thorough Focus Group with 10 participants, the research scope has been effectively narrowed down. The findings indicate that the majority of female respondents prioritize high quality pans and are willing to pay in durable ones, even at a higher price. Additionally, in terms of distribution channels, fast delivery is crucial, however, after-sales support such as live chat assistance, warranty services, and return policies are factors they concern when choosing brand to buy. Lastly, the participants exhibited a strong inclination towards engaging promotional initiatives, including discount campaigns, loyalty programs, and referral incentives for new products. This study aims to develop previous research conducted on BARE Cookware’s Pre-Seasoned Carbon Steel Pan’s promotional and distributional activities. Our key objective is to obtain a thorough understanding of customer preferences. The team conducted survey research with the questionnaires to gain more detail about demographic, purchasing patterns and customer behavior. The main marketing research problem is to consider the performance of current distribution channels, to determine the best strategies and methods to attract and sustain customers, enhance service, and improve revenue, eventually increasing market share. Method In this survey research, the team choose face-to-face method and electronic method. Initially, the personal approach involved conducting pretests with 10 individuals , all of team members had a short interview with their friends and gave them the survey to do the pretest, most of friends from Douglas College in order to gain more information to revise the survey. Then, the team utilize Google Form to do the survey with 15 questions and send the survey to friends, co-workers through WhatsApp, Facebook, who come from different countries but they

3 currently reside in Canada . We planned to have at least one hundred survey responds. The team choosed Google Form because we found it convenient and friendly for respondents to do the survey by using a phone with the Internet. One more thing, we could get the result as soon as each respondent completes the form and it is not time-consuming to summarize the data. From the Google Form, we could know how many respondents finished the survey as well as an analysis of the data by adding pie and bar charts for each question. By doing this, we have a general picture of our survey. Pretest To ensure a smooth survey process, we conducted a pretest to identify and address any potential issues. The pretest was carried out using the following method and procedures:  Method: In-person survey  Participants: Friends of team members, mostly from Douglas College  Number of Participants: 10 individuals  Number of question: 15 questions Procedure: The pretest questionnaire, provided in Appendix A, underwent a meticulous refinement process by individual team members. Participants were contacted via text message to schedule a meeting, during which the purpose of the survey was explained, and their voluntary participation was obtained. Throughout the process, moderators astutely recorded participants' facial expressions and inquiries, providing necessary explanations and clarifications when required. Upon survey completion, the moderators expressed appreciation for the participants' cooperation. Result

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4 After doing the focus group, the team had enough data and information to create the questionnaire and the questions had been reviewed by team members many times before giving to 10 respondents. That’s the reason why there is no significant change in the content of the questionnaire. The only issue is the respondents asked for an explanation for after-sales support when they are doing the survey, then the team had to explain to them after-sales support including warranty services, return policies, and easy access to spare parts. Therefore, the team decided to revise the questionnaires include comprehensive information for the after-sales support questions as showed on Appendix B. Question design The research survey comprised 15 questions, including two (2) demographic questions. To ensure a comprehensive understanding of customers' perspectives, the survey featured diverse question types, including dichotomous, multiple choices and scale as the table below: Table 11.3 Questionnaire Design Check-List Question Question type Scale/Measurement Justification of your question type, scale/measurement 1 - What is your gender? Dichotomous Scaling: Non- Comparative Forced Scale; Measurement: Nominal Understand demographic characteristics for the marketing mix 2 - What is your age group? Multiple-Choice Scaling: Non- Comparative Forced Scale; Measurement: Ratio Understand demographic characteristics for the marketing mix 3 - Do you have any passion for cooking and trying new recipes? Dichotomous Scaling: Non- Comparative Forced Scale; Measurement: Nominal Qualify the target by understanding how much they use and care about the products

5 4 - In a typical week, how often do you cook at home? Multiple-Choice Scaling: Non- Comparative Forced Scale; Measurement: Ordinal Identify the target lifestyle and preferences 5 - In your opinion, how important is it to have non- stick pans in your kitchen? Scales Scaling: Non- Comparative Forced Scale; Measurement : Interval Qualify the target by understanding how much they use and care about the products 6 - What is your preference a cookware set? Multiple-Choice Scaling: Likert Scale Measurement: Nominal To confirm the target needs 7 - What is your primary motivation for buying kitchen appliances - choose the option that is most important to you: Dichotomous Scaling :Likert Scale Measurement: Ordinal To understand what are the most important features of cookware Set 8 - How much do you prioritize the sustainability of the kitchenware you purchase? Multiple-Choice Scaling: Likert Scale Measurement: Ordinal Identify the target lifestyle and preferences 9 - When it comes to buying cookware, do you: Scales Scaling: Non- Comparative Forced Scale; Measurement: Nominal To confirm the target needs 10 - Do you intend to buy a new cookware set within the next four months? Dichotomous Scaling: Non- Comparative Forced Scale; Measurement: Nominal To understand participants' future purchasing intentions and potential market demand for cookware sets 11 - What is your level of agreement with the following statement: Discounts on products would encourage you to buy additional items? Scales Scaling: Continuous Rating Scale Measurement: Ordinal To understand the influence of discounts on participants' purchasing behavior 12 - Do you agree with this Scales Scaling: Likert Scale This question aims to gauge

6 statement: Already bought or would buy from online cookware. Measurement: Nominal participants' inclination towards purchasing cookware online. By understanding their agreement with the statement, we can assess the significance of e-commerce as a distribution channel for kitchen appliances 13 - Social media and online communities greatly influence my choice of distribution channel when purchasing kitchen appliances. Scales Scaling: Semantic Differential Scale Measurement: Ordinal To understand the impact of social media and online communities on participants' distribution channel preferences when buying kitchen appliances. By assessing the level of influence these platforms have on their decisions, we can identify the role of digital marketing and community engagement in shaping consumer behavior 14 - Please select the option that best represents your opinion on after-sales support, including warranty services, return policies, and easy access to spare parts. Multiple-Choice Scaling: Likert Scale Measurement: Ordinal To gauge participants' preferences and satisfaction levels regarding after-sales support for kitchen appliances 15 - How much do you agree with this statement: I am open to trying out brands and lesser known kitchen appliances as long as they have good reviews and recommendations. Scales Scaling: Likert Scale Measurement: This question assesses participants' openness to trying new and lesser-known kitchen appliance brands based on good reviews. The responses will help us identify opportunities for product innovation and brand positioning, considering customer preferences and building trust in lesser- known brands Actual Questionnaire

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7 Following the pretesting phase, the questionnaire underwent amendments. The original questionnaire used for pretesting can be found in Appendix A, while the revised version is provided in Appendix B. In the introduction of the final questionnaire, respondents were provided with an explanation regarding the confidentiality of the survey. The first question sought explicit consent from respondents to participate in the survey. It is worth noting that all respondents responded affirmatively, granting their consent. The informed consent statement was presented at the beginning of the questionnaire form, ensuring transparency and compliance with ethical standards. Summary participants : The survey questionnaire collected a total of 110 responses, with demographics categorized into two distinct groups: gender and age. To gain insights into product preferences based on gender, participants were offered the choice to identify as male, female, or others to accurately represent themselves. The collected data revealed that 73 respondents identified as female, 36 as male, and 1 respondent identified as other gender. Furthermore, participants were inquired about their age range to better align our product with the preferences of our target market. Notably, the majority of respondents, comprising 55.5% of the survey participants, fell within the age group of 26-35 years old. Specifically, 27.3% were between 26-30 years old, while 28.2% belonged to the age group of 30-35 years old. Subsequently, 25.5% represented the age group of 36 and above, with 19.1% falling within the 20-25 years’ age bracket. Reflection Finally, the team understands the significance of a pretest, which helps us know the

8 weaknesses and shortages of the survey that need to be improved before releasing it to the respondents to get the data effectively and precisely. We know how to avoid overcoming the inability or overcoming unwillingness questions. Because if we do not test the questionnaire correctly, we will obtain the wrong data, leading to wrong research results. Therefore, the survey could not solve our problem, which might waste time and force of the whole team. After going through these steps, we understood how to prepare and implement a survey, from designing a questionnaire, pretesting it, behavior observation, reaching an online survey, gathering data and getting insights into marketing research. They are a collection of skills we could apply in many fields and situations in our life and work, resulting in better decisions.

9 Appendix A Before-pretesting Questionnaire Informed Consent Thank you for taking the time to participate in this questionnaire. The students of the Marketing Research course at Douglas College are conducting this study, aiming to gain valuable insights into marketing research procedures and conducting comprehensive market research. Our primary objective with this survey is to gather diverse opinions about a specific product: BARE Cookware's Pre-Seasoned Carbon Steel Pans. We highly value your opinion, as it plays a crucial role in shaping the future improvements of the product to better cater to your needs and preferences. This survey consists of 15 that will only take approximately 6-7 minutes of your time to complete. We assure you that any raw data collected during this study will be handled with utmost confidentiality and will be securely deleted once the project is concluded. Please note that participation in this survey is completely voluntary. By choosing to complete the questionnaire, you are providing us with your consent to include your responses in our analysis, contributing to the overall success of this study. Question 0: Would you like to take part in this survey?  Yes  No Question 1 : What is your gender?

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10  Male  Female  Other Question 2: What is your age group?  20-25 years  26-30 years  31-35 years  36-40 years Question 3: Do you have any kind of passion for cooking and trying new recipes?  Yes, I have a great passion for cooking  I like to cook occasionally, but I am not very experienced  None Question 4: In a typical week, how often do you cook at home?  I don't cook  1 or 2 times  3 or 4 times  More than 4 times Question 5: In your opinion, how important is it to have non-stick pans in your kitchen?  Extremely important  Important  Moderately important  Not very important

11  Not important at all Question 6: What is your preference a cookware set?  I prefer durable utensils that last a lifetime  I prefer utensils with a set lifespan  Don't Know Question 7: What is your primary motivation for buying kitchen appliances - choose the option that is most important to you:  Durability and longevity of the product  Functionality and versatility  Affordability  Design and style Question 8: How much do you prioritize the sustainability of the kitchenware you purchase? Low priority  1  2  3  4  5 High priority Question 9: When it comes to buying cookware, do you:  Prefer to buy complete cookware sets  Prefer to buy single pans according to your specific needs

12  None Question 10: Do you intend to buy a new cookware set within the next four months? Definitely will not buy  1  2  3  4  5 Definitely will buy Question 11: What is your level of agreement with the following statement: Discounts on products would encourage you to buy additional items? Strongly disagree  1  2  3  4  5 Strongly agree Question 12: Do you agree with this statement: Already bought or would buy from online cookware. Strongly disagree  1  2

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13  3  4  5 Strongly agree Question 13: Social media and online communities greatly influence my choice of distribution channel when purchasing kitchen appliances. Strongly disagree  1  2  3  4  5 Strongly agree Question 14: Please select the option that best represents your opinion on after-sales support  Strongly agree - After-sales support is a very important factor in my choice of distribution channel.  Agree - After-sales support has some influence on my choice of distribution channel.  Neutral - After-sales support does not have a significant impact on my choice of distribution channel.  Disagree - After-sales support is not an important factor in my choice of distribution channel.

14  Strongly Disagree - After-sales support does not influence my choice of distribution channel. Question 15: How much do you agree with this statement: I am open to trying out brands and lesser known kitchen appliances as long as they have good reviews and recommendations. Strongly disagree  1  2  3  4  5 Strongly agree

15 Appendix B After-pretesting Questionnaire The link for the questionnaire : https://docs.google.com/forms/d/e/1FAIpQLSenCkwBV7a_5ArheVSenWnk8atyLNFOoCKQP WI7GPWScj0oLw/viewform?pli=1 ) Informed Consent Thank you for taking the time to participate in this questionnaire. The students of the Marketing Research course at Douglas College are conducting this study, aiming to gain valuable insights into marketing research procedures and conducting comprehensive market research. Our primary objective with this survey is to gather diverse opinions about a specific product: BARE Cookware's Pre-Seasoned Carbon Steel Pans. We highly value your opinion, as it plays a crucial role in shaping the future improvements of the product to better cater to your needs and preferences. This survey consists of 15 that will only take approximately 6-7 minutes of your time to complete. We assure you that any raw data collected during this study will be handled with utmost confidentiality and will be securely deleted once the project is concluded. Please note that participation in this survey is completely voluntary. By choosing to complete the questionnaire, you are providing us with your consent to include your responses in our analysis, contributing to the overall success of this study. Question 0: Would you like to take part in this survey?

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16  Yes  No Question 1 : What is your gender?  Male  Female  Other Question 2: What is your age group?  20-25 years  26-30 years  31-35 years  36-40 years Question 3: Do you have any kind of passion for cooking and trying new recipes?  Yes, I have a great passion for cooking  I like to cook occasionally, but I am not very experienced  None Question 4: In a typical week, how often do you cook at home?  I don't cook  1 or 2 times  3 or 4 times  More than 4 times Question 5: In your opinion, how important is it to have non-stick pans in your kitchen?  Extremely important

17  Important  Moderately important  Not very important  Not important at all Question 6: What is your preference a cookware set?  I prefer durable utensils that last a lifetime  I prefer utensils with a set lifespan  Don't Know Question 7: What is your primary motivation for buying kitchen appliances - choose the option that is most important to you:  Durability and longevity of the product  Functionality and versatility  Affordability  Design and style Question 8: How much do you prioritize the sustainability of the kitchenware you purchase? Low priority  1  2  3  4  5 High priority Question 9: When it comes to buying cookware, do you:

18  Prefer to buy complete cookware sets  Prefer to buy single pans according to your specific needs  None Question 10: Do you intend to buy a new cookware set within the next four months? Definitely will not buy  1  2  3  4  5 Definitely will buy Question 11: What is your level of agreement with the following statement: Discounts on products would encourage you to buy additional items? Strongly disagree  1  2  3  4  5 Strongly agree Question 12: Do you agree with this statement: Already bought or would buy from online cookware.

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19 Strongly disagree  1  2  3  4  5 Strongly agree Question 13: Social media and online communities greatly influence my choice of distribution channel when purchasing kitchen appliances. Strongly disagree  1  2  3  4  5 Strongly agree Question 14: Please select the option that best represents your opinion on after-sales support, including warranty services, return policies, and easy access to spare parts.  Strongly agree - After-sales support is a very important factor in my choice of distribution channel.  Agree - After-sales support has some influence on my choice of distribution channel.  Neutral - After-sales support does not have a significant impact on my choice of

20 distribution channel.  Disagree - After-sales support is not an important factor in my choice of distribution channel.  Strongly Disagree - After-sales support does not influence my choice of distribution channel. Question 15: How much do you agree with this statement: I am open to trying out brands and lesser known kitchen appliances as long as they have good reviews and recommendations. Strongly disagree  1  2  3  4  5 Strongly agree

MARK-4441-BARE Cookware Project (ASS4) (1)

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