Marketing Research Krispy Kreme

GROUP MEMBER pic Usarat Rungruangrattanawadee1531007027 Chavivuth Soonthornsima 1511001933 Tirapitch Pichitnorakarn 1511007096 Arnuphap Chaiyaraj 1531007209 Pavinee Pinijkijsopon1531007530 Exclusive Summary As you subsist siamese connectionland has many a(prenominal) an(prenominal) shit of ring and fin whollyy year bring in immature brand come to Thailand it is Krispy Kreme saccharidenut. original beat that they promote every one(a) interesting and exciting ab knocked stunned(p) that. at a time it non interesting interchangeable beginning period. So, our group would equivalent to study some node preference and involve to go somewhat customer triumph with price, place, taste and localization of Krispy Kreme Doughnut.We try to lie with all customer think with Krispy Kreme Doughnut and to a fault our competitor. We usance many methods to do the question. For this research we get nearly limitation from whether, time, conf use with promontorynaire, and e tc. As we research we get good information back for collapse the entropy and code data for do chart. trigger Background 1937s A Humble Beginning Krispy Kreme Began More Than 70 Years Ago In Winston-Salem, NC Our Founder, Vemon Rudolph, Bought a Yeast-Raised Doughnut Recipe From a Chef in new(a) Orleans. Today, All Krispy Kreme Stores Use the Same Proprietary Recipe That Was Used 70 Years Ago 940s & 1950s A History of Innovation 40s&50s Improving the foolut Making process through Innovation from the Beginning Krispy Kreme Was the First to Automate the Doughnut Making Process Soon After We Opened. These Innovation Remain the de solitary(prenominal) if of Our Doughnut-Making Process Today 1960s & 1970s The Store Experience 60s & 70s (Our Stores are Fun assembleing place for Friends) The Store Expereince is the Brand for Our Customers. For Year, Krispy Kreme Stores Have Been Fun Places for Friends and Families to Gather Our Doughnut Theatre and You Teams Great Custome r Service are Critical Components. 1980s & 1990s Hot Original Glazed 80s & 90s (The storied hot doughnut experience) Krispy Kreme Signature carrefour Original is Our Original Glazed Our World Famous Hot Now Sign Signals To push downrs that making Fresh Product Customer Young and Old Love Watching the Doughnuts Being Made Today Growing the Brand Worldwide (Sharing the Krispy Kreme experience) Today, Krispy Kreme has Stores in the United States, Europe, Latin America, the mediate East and Asia. We have More Than 500 Stores in 18 Countries More than 60% of Krispy Kremes Stores are Now Outside the US This Year, Krispy Kreme Hopes to Open Our First Stores in Dominican Republic, Thailand and Taiwan Krispy Kreme in Thailand Krispy Kreme open in Thailand at Siam Paragon since 28 Sep, 2010 Situation Analysis First Krispy Kreme raises in Bangkok at Siam Paragon. It has a Krispy Kreme trend beca implement they have promotion for 100 prople get allow Krispy Kreme nonwithstanding the firstly person of 100 flock entrust get Krispy Kreme free all year. People very interest and excited ab egress Krispy Kreme. Before it lunch in Bangkok, it reputation in aboard.For first 4-5 months, it has very long come ups kayoed of Siam Paragon. Someone who waiting in queues for re-sell all opposite side at Siam Paragon, they will up price about 10-20 baht per piece or someone get 50-100 baht per box for waiting in queues instead of the person who want it. Now Krispy Kreme is quiet, no body waiting for demoralize Krispy Kreme, you can take the air to the wander and buy it without waiting in long queues. Now it has variety for favors, first it launches altogether original favor. Research Objective To study Krispy Kreme Customer Preference. To enjoy customer satisfaction with price. To know customer satisfaction with place such as atmosphere, decoration and convenience. To know customer satisfaction with taste such as soft and sweet. To know customer satisfactio n with reputation. To know some improvement that we think customer will accept or it will effect with customer or non. The drop dead objective that we want to know is about competitor. Define problem and opportunity identification Problem is Thai flock interest with Krispy Kreme depress than the beginning period, so male Krispy Kreme no more long queues although Krispy Kreme launch more favors, but non attraction customer handle beginning period.Now Krispy Kreme has non yet opens a new branch although I think Krispy Kreme mustiness to open new branch. Limitation of the study Our main target is student, so we assign into two groups for research. The first group is BU bookman at City Campus and Second group is Student around Siam Paragon and BTS (Siam station). First limitation that we met we cant do the research inside Siam Paragon, so we must to go outside it and stand at BTS. We go to research about 5 pm this time is the times for student go for tutor.We have some proble m about student dont have more time for do our questionnaire. And we bank check at BTS, we will met student who also hurry to back home. Until we meet one group in front of Siam Paragon, we go for research them but credential guard is not allowing to research front of Siam Paragon. Second limitation that we met is some throng they dont understand some question and some citizenry who say no with the question that we ask about last one month you ever consume Krispy Kreme or not, so it make that questionnaire fail. I must to do more questionnaires because we need 30 questionnaires.The last limitation that we met is weather, first of all we will stay at Siam Square, the place that reseller sell Krispy Kreme Donught but that they is rain day, so it make our cant stay there. It hard to do questionnaire in raining day. Finally we decide to divide in to two groups first stay around BTS. We stand different door. Finally, The problem that we meet is from conf utilise with question, place and weather that we brush up is not convenience for do the research but finally we get questionnaire enough to do the research although it has correct one and wrong one.Method Definition of the population Is the nub of community or has the same property in the similar way or the same way which include all sex and every while. Person are likely the same things and from one to opposites, they all in a group and as a group we called population. For example our group project we doing a research about halo which is the near popular and famous in Thailand now called Crispy Cream hardened in paragon shopping mall.As we research we want to know the amount of population which has the same things in the same ways such as like to eat anchor ring or like to do the same activities, we dont target scarce masses who are under 30 but we do target all sex, age and spate who are in Bangkok too. Therefore population are large group of people not even in the country can be all all over t he world who like to do or eat in the same or similar things. And if we want to target something we can target in a whole group of people which souseds population of something we want to target such as we want to know population of people who loves to eat donut especially Crispy Cream.Every research must have their population of their project which can tell u to study that people who you are targeting is like or dislike your carrefour or services. These can tell u little more about people or customers are interest in your product or not. For example if high population it office means they like your product or service but if low population so which means that they exponent not be interest or not in the trends of nowadays. Sample plan and precedent size Our archetype plan is that we have conducted the savour of 30 responsives between the age of 16-25 both high school and university students who are consuming KrispyKreame donuts.To understand how these age group of people pur chasing stopping point on the KrispyKreame products on their preference on taste, price, reputation, quality of the products. The population of ours target is the people in Bangkok who consuming the donuts whether consume themselves or buy for new(prenominal) people as a gift. However, the total measures that we have conducted was 50 questionnaires but only 30 of them which can be useful for conclude the final examine which gives us 60% of the total sample size that we have been given out for the refreshs.Ours sample method was we have used an exploratory method but in questionnaire type and we let them to fill out the form by themselves and as we have a cluster sampling type of method which mean we have selected the group of ours sample size for this particular surveys. Furthermore, the sampling method for ours survey was probability sample type as we have select the sample which in equal chance to be select to fill out the questionnaire. We have resampling the sample to concl ude the outlet by looking at the sample that we have gathered to judge the total population of people who like to consume donuts in Bangkok area.Development of the questionnaire We aimed certain our questionnaire to answer the objectives. The questionnaire was created by all members in group. First time we draft developed it in class room to know just like which direction we will ask. We also make positive(predicate) by consult with the instructor about the content in questionnaire. After that we had meeting again to do questionnaire in expatiate. Each member helps together to developed questionnaire and tries to utter the ideas and the benefit of that question to fit with the objective.We had use of computer and networks to help in developed the questionnaire by type and radiation diagram the questionnaire. We also sent the questionnaire through the E-mail to each member in our group to help together to recheck the questionnaire in marches of the word understanding and desi gn again in advance launch it to the public in testing the questionnaire within BU city campus. After that we fix the questionnaire again before use it in real surveys. We chose Closed- ended type to be our question response format. We use both Dichotomous which provide two response options and Multiple response which provide more than two response options.We design to use closed ended question because it provide options on the questionnaire which help answerer to answer quickly and easily. The more benefit is this type of question is also easier to contemplate the data which proper for short period of time that we have. Moreover we also use Scaled- response format to measure the attributes of the Krispy Kreme doughnuts. We design in Unlabled outmatch which is purely numerical that allow responsive to express feeling and it also easily to code the data. There are more details in each questions following The first part of questionnaire is Screening questions.It helps us to ident ify which questionnaire can be the sample or the exemplification of the research. The screening questions start from question telephone be one to three. ? The question one is Have you been purchased Krispy Kreme doughnuts during the last one month? This question will be separate respondent who is the representative apart from who is not by the answer. The Scale of mensuration is titular scales because it uses only labels in questionnaire. ? The question two is How often do you consume Krispy Kreme doughnuts a month? The office is to know the frequency of consuming Krispy Kreme doughnuts.The Scale of measurement is separation scales because distance between each descriptor is equal. ? The question three is Where did you buy Krispy Kreme doughnuts? The invention is to know is the respondent buy doughnuts from the Krispy Kreme directly or buy from the reseller. The Scale of measurement is Nominal scales because it uses only labels in questionnaire. The act part of question naire is General question. It will be the question about the purpose of buying Krispy Kreme Doughnuts and wherefore. The general questions start from question number four to eight. The question four is How did you know Krispy Kreme doughnuts? The purpose is to know which way they know Krispy Kreame doughnuts. The Scale of measurement is Nominal scales because it uses only labels in questionnaire. ? The question five is Purpose of buying Krispy Kreme doughnuts? The purpose is to know the objective of buying Krispy Kreme doughnuts. The Scale of measurement is Nominal scales because it uses only labels in questionnaire. ? The question six is if you count on long queue, do you want to wait in queue or not? The purpose is to know the tendency of who will wait in queue if there is line.The Scale of measurement is Nominal scales because it uses only labels in questionnaire. ? The question seven is why you want to waiting queue? The purpose is to know the curtilage why they still wan t to wait in queue. The Scale of measurement is Nominal scales because it uses only labels in questionnaire. ? The question eight is wherefore did you buy Krispy Kreme doughnuts? The purpose is to know reason why they buy. The Scale of measurement is Nominal scales because it uses only labels in questionnaire. The deuce-ace part of questionnaire is Preference. This will give depth data in enclosure of Krispy Kreme attributes. There will be sub-questions for question nine which give data in scale about price, taste (soft and sweet), quality, reputation and location (atmosphere, decoration and convenience). The purpose is to know customer preference in each attributes. The Scale of measurement is Interval scales because distance between each descriptor is equal. The fourth part of question is Compettition. This will help to generate data about the rivals of Krispy Kreme doughnuts. The questions start from question number ten to thirteen. ? The question number ten is Do you purch ase others donuts brand while purchase Krispy Kreme doughnuts? The purpose is to know that do the representative still buy other doughnuts brand while buy Krispy Kreme doughnuts. The Scale of measurement is Nominal scales because it uses only labels in questionnaire. ? The question eleven is Which doughnuts brand that you purchase apart from Krispy Kreme doughnuts? The purpose is to know who the Krispy Kreme doughnuts rivals are. The Scale of measurement is Nominal scales because it uses only labels in questionnaire. ? The question twelve is From question no 11 why do you purchase those doughnut brands? The purpose is to know reason why the representatives still buy those brands.This may help to identify which attribute is Krispy Kreme do not well. The Scale of measurement is Nominal scales because it uses only labels in questionnaire. ? The question thirteen is Please rank which donut brands do you prefer the well-nigh? The purpose is to know which brand do the representative p refer (order in rank). The Scale of measurement is Ordinal scales because provide rank-order to respondent. The fifth part of question is rise. These will help to know what could be improving for Krispy Kreme. The questions start from number fourteen to fifteen. ? The question fourteen is .If Krispy Kreme Doughnuts has a membership card, would it make you buy Krispy Kreme Doughnuts more than before or not? The purpose is to understand the emf of customer preference in membership card that may affect frequency of buying. The Scale of measurement is Nominal scales because it uses only labels in questionnaire. ? The question fifteen is If Krispy Kreme Doughnuts launch new branch, where would you like it be located? The purpose is to know where representative want Krispy Kreme to open new branch. The Scale of measurement is Nominal scales because it uses only labels in questionnaire. The sixth part of question is Personal data. This part will be detail about the representative whic h shows gender, ages, occupation and income per month. The purpose is to know details about the representative. The questions start from number sixteen to nineteen. ? The question sixteen is Gender. The Scale of measurement is Nominal scales because it uses only labels in questionnaire. ? The question seventeen is age The Scale of measurement is Interval scales because distance between each descriptor is equal. ? The question eighteen is Occupation The Scale of measurement is Nominal scales because it uses only labels in questionnaire. The question nineteen is Income per month The Scale of measurement is Interval scales because distance between each descriptor is equal. Questionnaire No. ___________ Interviewers name ___________ Bangkok University internationalist College Questionnaire for Marketing Research Hello, I am student at Bangkok University International College. I would like to conduct survey about Krispy Kreme Doughnuts. I would like to ask you few questions about your e xperience with Krispy Kreme Doughnuts. It will take only few minute and this questionnaire is part of term project of Marketing Research and it will be confidentially.Thank you for your spending time to response to the questionnaire. / / / Please answer the following question by mark (in ( given below ( ( Screening Questions ( ) 1. Have you been purchased Krispy Kreme Doughnuts during the last one month? (1 ) Yes ( ) No ( ) 2. How often do you consume Krispy Kreme Doughnuts a month? ( ) Once (1 )2-4 times (2-4 ) 5-7 times (5-7 )More than 7 ( 7 ) 3. Where did you buy Krispy Kreme Doughnuts? ( ) Krispy Kreme Doughnuts shop at Siam Paragon ( ) By reseller ( ) General Questions ( ) 4. How did you know Krispy Kreme Doughnuts? ( Friend( )Experience ( ) Media and Advertising ( ) otherwise Please specify (_____) 5. Purpose of buying Krispy Kreme Doughnuts ( ) feed ( )Resell ( ) Gift ( ) other Please specify (_____) 6. If you see long queue, do you want to wait in queue or not? ( ) Yes ( ) No (Skip question no. 7) ( 7) 7. Why you want to waiting queue? ( ) Trend( )Fashion ( )Want to try/eat ( / ) different Please specify (_____) 8. Why did you buy Krispy Kreme Doughnuts? ( ) Price ( ) Reputation ( ) Taste ( )Location ( ) pure tone ( )Other Please specify (____) Preference ( ) 9. How did you rate Krispy Kreme Doughnuts in term oftheir price, taste, quality, reputation and location? ( , , , ) Low( High( ) 1 2 3 4 5 6 9. 1 Price ( ) 9. 2 Taste ( ) 9. 2. 1 subdued ( 9. 2. 2 Sweet ( ) 9. 3 Quality ( ) 9. 4 Reputation ( ) 9. Location ( ) 9. 5. 1 Atmosphere ( ) 9. 5. 2 Decoration ( 9. 5. 3 Convenience ( ) Competition ( ) 10. Do you purchase others donut brand while purchase Krispy Kreme Doughnuts? ( Yes ( ) No ( ) 11. Which donut brand that you purchase apart from Krispy Kreme Doughnuts? (Answer more than one) ( 1 ) Ba pple halo soda pop Dough DunkindoughnutsMister doughnut Other (Please specify___________) 12. Form question no. 11 why do you purchase those annulus brand? ( 11 ) Price ( )Taste ( ) Quality ( )Location ( ) Other (Please specify___________) 13.Please rank which donut brands do you prefer the just about ( ) (1-5 1 5 1= most , 5 = lease ) ____________ Bapple Donut ( ) ____________ Daddy Dough ( ) ____________ DunkinDonuts ( ) ____________ Krispy Kreme Doughnuts ( ) ____________ Mister Donut ( ) Improvement ( ) 14. If Krispy Kreme Doughnuts has a membership card, would it make you buy Krispy Kreme Doughnuts more than before or not? ( Yes ( ) No ( ) 15. If Krispy Kreme Doughnuts launch new branch, where would you like it be located? ( ) Central billet ( )The Emporium ( ) The mall ( )Robinson ( ) Super market (Tesco Lotus, Big C, Careful, and etc) ( , , ) Other (Please specify___________) Personal Data ( ) 16. Gender ( ) Male ( )Female ( ) 17. Age ( ) Less tha n 20 ( 20)21-25 30. 1-35 More than 35( 35) 18. Occupation ( ) Student ( / )Office Worker ( ) Business Owner ( )Other Please specify___________ ( ) 19. Income per month ( ) Less than 10,000 ( 10,000)10,001-15,000 15,001-20,000More than 20,0000 ( 20,000) ___________________________ Thank You ________________________ / Data collection method We design to use Exploratory research method to gain background information about the research topic. Exploratory also can help in define term and clarify problem.We use Secondary information to know and understand history or background of the company. It will provide how, when it establish and by whom. Normally, Exploratory research will be unstructured but for Krispy Kreme research we will use quantitative research to help in collection the data. The survey will use questionnaire which is structured question for respondent. The reason is that it can use with a large number of respondents and also easily for code and analysis. In collection mode, we use Self-administered which respondent have to completes the survey by his or her own.It is the most popular way in collection mode some time people called it paper and draw survey. The reason for use Self- administered is cost reduction and respondent can control the answer so, it will be affect to time saving. The location that we went to do survey is Siam Square and BU city campus. The reason is that our sample will be students who are in high school and university student. As the lifestyle of this group of people is like to hang out at Siam square so, Siam square is the place that volume of that student group like to go.If we went to Siam square we will get data from many type of student in that group. We divide members group to do survey in three small groups. To be faster to collection the data and repeal shy to do questionnaire with big group of researcher. In depth detail of the location, we did survey at BTS Siam, BU city campus. By the BTS Siam, we divide into two group because there is big area that can do survey. Nonsampling error reduction There are many types of errors that dexterity occur during the questionnaire survey some might be avoidable but some might not due to the respondents behavior of the survey.However, the error also occurs with the field workers who hand the survey to the undefiled respondent to fill, they might not be effective to give the respondent an explanation of the question since they did not understand and explain the question to the respondent well. Furthermore, interviewer might perform their job by unsatisfied reaction to the respondent if they ask too many questions on the survey and might show it to the respondent by tone, body language or characteristic of the interviewer.Some might not give the respondent full explanation of the objective of the survey. This will lead to respondent error, since they did not understand how to answer so they did not answer it correctly or answer it guessing since they unsur e on the question or whether they intent to committed an error on purpose since they did not attend to focus on the survey as they might be in the hurry or on the way to work or see friends or get tired from work so they did not willing to answer it properly.Some might get a distraction on the location of the surveys by interruption or crowed places to be able to fill the questionnaire. However, we can reduce such error by watch on the field workers or formulation them on the understanding of the survey before let them out on the field. And for the respondent, we might check the answer before letting them go or go thought the question with them on by one so they can give the best possible answer.Not only an on field surveys that encounter a problem but other kinds of survey such as an online, mail, calling surveys also have the same problems. For an online survey, the respondent might have done more than one survey or might not answer the certain question that they did not want t he interviewer to know such salary or occupation etc. Moreover, some even avoid to do it since they can just close the page on the sack up to avoid answer it. For mailing surveys might have a high set up cost to send to each household and might not get the mail back as they might consider a junk mail.Telephone survey, the interviewer have to follow up the respondent as some people might not be home or lazy to answer it on the phone since the might be in the middle of something such as cooking their meal, watching their best-loved program. So to avoid such an error the interviewer might have to screening the questionnaire first before it complete, inspect the grammar error that might have confuse the reader and also the answer might have to be clear ,for example, scale question from 1 to 5 the respondent might answer only 5 or in the middle like 3.So these kind of screening might have been consider and need to be authorize before conducting the questionnaire. Or providing a sample questionnaire to see whether the problems are might have occurred during the pretest. In addition, close supervise data collection and provide training to give the interviewer the best effort are also needed to minimize the error. Data analysis 1. For the question, Have you been purchased Krispy Kreme Doughnuts during the last one month? We analyze data by using Mode which is the value that occurs most frequently.The represent is response rate result from the survey is show that the 60% or 30 people of 50 answer Yes (Mode), while 40% or 20 people of 50 answer NO. (See graph at p. 31) 2. For the question, How often do you consume Krispy Kreme Doughnuts a month? We analyse by using Mean which result is 1. 2667(fx = 38 / N= 30) The graph result from the survey is show that the majority of the sample utter they eat Krispy Kreme once a month which is 26 people out of 30 people as a serving of 86. 67 percent. Next, the second high is 4 people out of 30 as a region of 13. 3 percent eat Krispy Kreme 2-4 times a month. Nobody said eat 5-7 times and more than 7 times a month. (See graph at p. 31) 3. This graph shows about where did you buy Krispy Kreme Dougnuts? We analyze data by using Mode which is the value that occurs most frequently. We research about 30 people. The majority of the respondent prefer to buy by Krispy Kreme Dougnuts shop (Mode) at Siam Paragon about 28 people out of 30 as a percentage of 93. 33 percent and people who choose buy by reseller are about 2 people out of 30 as a percentage of 6. 67 percent.Finally, the people who consume Krispy Kreme Dougnuts they like to buy by shop at Siam Paragon more than they buy by reseller. (See graph at p. 32 ) 4. For the question, How did you know Krispy Kreme Doughnuts? We analyze data by using Mode which is the value that occurs most frequently. The graph result from the survey is show that majority of sample said they know Krispy Kreme from Media and Advertising (Mode) which count as 14 people out of 30 as a percentage of 46. 67 percent. The second high is people know Krispy Kreme from Friend which is 13 people out of 30 as a percentage of 43. 3 percent. The third high is people know Krispy Kreme from Experience which is 3 people out of 30. (See graph at p. 32) 5. For the question, Purpose of buying Krispy Kreme Doughnuts. We analyze data by using Mode which is the value that occurs most frequently. The graph result from the survey is show that the majority of sample said they buy Krispy Kreme for Consume (Mode) which is 26 people out of 30 as a percentage of 86. 67percent. The second high is they buy Krispy Kreme to be Gift which is 4 people out of 30 as a percentage of 13. 33 percent.And nobody answer resell in the research. (See graph at p. 33) 6. For the question, If you see long queue, do you want to wait in queue or not? We analyze data by using Mode which is the value that occurs most frequently. The graph result from the survey is show that the majority of sample said No (M ode) in wait in queue which is 77% out of 100%. Another said Yes which is 23% out of 100%. (See graph at p. 33) 7. For this graph talk about Why you want to waiting queue? We analyze data by using Mode which is the value that occurs most frequently.The graph result from the survey is show that 100% said they waiting queue bacause they want to try/eat Krispy Kreme doughnuts (Mode). (See graph at p. 34) 8. For the question, why did you buy Krispy Kreme Doughnuts? We analyze data by using Mode which is the value that occurs most frequently. The graph result from the survey is show that majority of sample choose Reputation to be reason why they buy Krispy Kreme Doughnuts which is 15 people out of 30 or (50%). The second high that people choose is Taste which is 11 people out of 30 or (36. 67%).There are 3 people out of 30or ( 10%) choose other which they said trend and variety. There are 1 people out of 30 said location and another 1 people out of 30 30or ( 3. 33%) said quality. The cho ice that nobody answers in the research is price. (See graph at p. 34 ) 9. This graph shows about the rank that customer rate with Krispy Kreme Doughnuts in term of their price, taste, quality, reputation and location. We analyse by using Mean which result for price is 3. 47 (fx = 104 / N= 30), soft is 4. 67 (fx = 139 / N= 30), sweet is 4. 47 (fx = 134 / N= 30), quality is 4. 3 (fx = 133 / N= 30), reputation is 5. 07 (fx = 152 / N= 30), atmosphere is 4. 07 (fx = 122 / N= 30), decoration is 3. 83 (fx = 115 / N= 30), conveneinve is 3. 37 (fx = 101 / N= 30). The first graph is shows Price, respondent prefer price in rank 3 with 19 people out of 30 as a percentage of 63. 33 percent. For the taste we divide into two categories are soft and sweet. For soft respondent choose Rank 4 with 10 people out of 30 as a percentage of 33. 33 percent and sweet respondent choose same Rank as 4,5 and 6 with 8 people out of 30, as a percentage of 26. 67 percent.For the quality respondent prefer rank 4 w ith 12 people out of 30 as a percentage of 40 percent. For reputation respondent prefer rank 5 with 13 people out of 30 as a percentage of 43. 33 percent. The last one is show location, we divided in to 3 categories. First one is atmosphere respondent prefer rank 4 with 12 people out of 30 as a percentage of 40 percent. Second is Decoration respondent prefer rank 3 with 12 people out of 30 as a percentage of 40 percent. Last one of location is convenience respondent prefer rank 3 with 10 people out of 30 as a percentage of 33. 3 percent. (See graph at p. 35) 10. For the question, Do you purchase others donut brand while consuming Krispy Kreme Doughnuts? We analyze data by using Mode which is the value that occurs most frequently. The graph result from the survey is show that the majority of sample 26 proplr out of 30 or 87% said they purchase others donut brand while consuming Krispy Kreme DoughnutsYES (Mode). Another part is 4 people out of 30 or 13% said they they did not buy othe rs donut brand while consuming Krispy Kreme Doughnuts NO. (See graph at p. 35 ) 11.This graph shows about which donut brand that you purchase apart from Krispy Kreme Doughnuts? We analyze data by using Mode which is the value that occurs most frequently. It surprisingly, the most favorite donut brands that most of all the respondents on this survey preferred was Mister Donut (Mode) about 21 people out of 30 as a percentage of 70 percent, Dunkin donut and Daddy Dough are same as 12 people out of 30 as a percentage of 40 percent, last one is Bapple Donut is 6 people out of 30 as a percentage of 20 percent. (See graph at p. 36) 12. Form question no. 1 why do you purchase those Donut brand? This pie chart has show us the most preferences of people who buying other donuts brand in term of their price, taste, quality, location and other factors. We analyze data by using Mode which is the value that occurs most frequently. From what you can see taste (Mode) was the major factors that were considered by many people who are buying the other donut brands. Followed by, location as it is easy to travel and with lots of transportations that can give them an easy access to get to the close point.Furthermore, Siam Paragon is the place where most people are likely to go after work or meeting friends. Next, price was the third choice of buying and quality as a sequence. Since the price they would pay for the products must have the similar quality to the amount that they have pay their money for that why these 2 factors are follow each others. Other factors are considered to be last which is up to each individual person might have their own reason on their preferences. (See graph at p. 36) 13. This graph shows about Please rank which Donut brands do you prefer the most.We analyse by using Mean which result for Bapple Donut is 3. 7 (fx = 111 / N= 30), for Daddy Dough is 3. 2 (fx = 96 / N= 30), for DunkinDonuts is 2. 8 (fx = 84 / N= 30) for Krispy Kreme Doughnuts is 2. 7 (fx = 8 1 / N= 30), for Mister Donut is 2. 5 (fx = 76 / N= 30)This graph shows us the brands prefer the most by the 30 respondents. We have rank from 1 to 5 forms most favorite to least favorite according to the numbers. As you can see from the 1 rank, Mister Donut has the most preferred by respondents with 13/30 as the percentage of 43. 33 %.At rank 2 Dunkin Donuts has overcome KrispyKreme Doughnuts by one person which give Dunkin Donuts the second favorite brand among KrispyKreme Doughnuts by 10/30 as the percentage of 36. 03%. Between the rank of 3-4, KrispyKreme Doughnuts and Daddy Dough has the same amount among these two ranks which give them the same the number of respondents of 8/10 as the percentage of 26. 66%. The least favor donut brand at rank number 5 was Bapple with consist of 12/30 respondents are choose to be the least favorite brands of all. (See graph at p. 37 ) 14.This graph shows about If Krispy Kreme Doughnuts has a membership card, would it make you buy Krispy Kreme Do ughnuts more than before or not? We analyze data by using Mode which is the value that occurs most frequently. The respondent answer Yes (Mode) 17 people out of 30 as a percentage is 65. 67 percent and answer No 13 people out of 30 as a percentage is 43. 33 percent. So, if Krispy Kreme Doughnuts has a membership it can effective with some customer. (See graph at p. 37) 15. In ours survey we have asked that if KrispyKreame Doughnuts will launch a new branch, where they would like it to be located.We analyze data by using Mode which is the value that occurs most frequently. Out of 30 respondents, 19 people or 63. 33 percent have chosen Central position (Mode) as their first choice, followed by Emporium with 6 people or 20 percent have chosen it. Supermarket, such as Tesco Lotus, Big C, and Careful has been chosen by 3 people or 10 percent and Robinson as the last choice which only 2 persons or 6. 67 percent have chooses it as the new location. (See graph at p. 38) 16. For this graph talk about gender of respondents. We analyze data by using Mode which is the value that occurs most frequently.From the survey that we have interviewed, we have found out that 25 out of 30 people who have done the survey was female as the percentage of 83. 33% in total, whereas, male only 5 out of 30 give us a percentage of 16. 67%. Therefore, most of the women give us almost 90% out of the total number of all the respondents who given up their time to filled out the questionnaire for ours interview. (See graph at p. 38) Conclusion and Suggestion Surprisingly, from all 30 respondents that we have survey we have found out that the majority of Thai people prefer Mister Donut more than any other donut brands.Which give KrispyKreme Doughnut come behind Mister Donut and Dunkin Donut. So we can conclude form ours survey that Thai people are like to try new product as it first opening their products by giving to AF contender on TV show and many people may want to try it and wondering whet her it is as good as it say or not. However, Mister Donut may be tastier to Thai people taste as it been in business for far longer than KrispyKreme Doughnuts so they know how Thai people taste would like it.In contrast, the reason Mister Donut was the first majority that Thai people are consider as their top donut brands might be that the price for these two brands are kind of different to each others and many Thai people are mostly at the middle class status so Mister Donut would be the most reasonable price for many Thai people follow by Dunkin Donut as both brands have a similar in term of the price. Whereas, KrispyKreme Doughnuts mainly target the upper class status people who have more purchasing power to buy.Where others donut brands might not fit Thai people taste such as Daddy Dough and Bapple might be to sweet or at the same price they would consider of buying KrispyKreme Doughnuts instead. To sum up, according to ours survey we can refer that price was the main reason fo r Thai people when they consider to buy the product whether such product are food or cloth or electronic stuff. Our mesmerism we think KrispyKreme Doughnuts should have a new branch at Central Plaza because, we got the result that if KrispyKreme Doughnuts have a new branch where would respondents like it be located, almost people choose Central Plaza.I think if KrispyKreme Doughnuts have a new branch at Central Plaza it easily for consumer to buy KrispyKreme Doughnuts. By survey respondents think location it not more convenience for them. This is some suggestion that we think for KrispyKreme Doughnuts to reach more consumers. Appendix Bangkok University International College Questionnaire for Marketing Research For the tag we will show how we change choice of answer to be number in coding process. We will show the number that we use instead of label in color number after each choice. The coding number will show in red colorPlease answer the following question by mark (in ( given be low ( ( Screening Questions ( ) 1. Have you been purchased Krispy Kreme Doughnuts during the last one month? (1 ) Yes ( ) (1) No ( ) (2) 2. How often do you consume Krispy Kreme Doughnuts a month? ( ) Once (1 ) (1) 2-4 times (2-4 ) (2) 5-7 times (5-7 ) (3)More than 7 ( ) (4) 3. Where did you buy Krispy Kreme Doughnuts? ( ) Krispy Kreme Doughnuts shop at Siam Paragon ( ) (1) By reseller ( ) (2) General Questions ( ) 4. How did you know Krispy Kreme Doughnuts? ( ) Friend( )(1) Experience ( ) (2) Media and Advertising ( ) (3) Other Please specify (___) (4) 5. Purpose of buying Krispy Kreme Doughnuts ( Consume ( ) (1) Resell ( ) (2) Gift ( ) (3) Other Please specify (___) (4) 6. If you see long queue, do you want to wait in queue or not? ( ) Yes ( ) (1) No (Skip question no. 7) ( 7) (2) 7. Why you want to waiting queue? ( ) Trend( ) (1) Fashion ( ) (2) Want to try/eat( / )(3) Other Please specify (_) 4) 8. Why did you buy Krispy Kreme Doughnuts? ( ) Price ( ) (1) Reputation ( ) (2) Taste ( ) (3)Location ( ) (4) Quality ( ) (5)Other Please specify (___) (6) Preference ( ) 9. How did you rate Krispy Kreme Doughnuts in term oftheir price, taste, quality, reputation and location? ( , , , ) Low( High( ) 1(1) 2(2) 3(3) 4(4) 5(5) 6(6) 9. 1 Price ( ) 9. 2 Taste ( ) 9. 2. 1 Soft ( 9. 2. 2 Sweet ( ) 9. 3 Quality ( ) 9. 4 Reputation ( ) 9. 5 Location ( 9. 5. 1 Atmosphere ( ) 9. 5. 2 Decoration ( 9. 5. 3 Convenience ( ) Competition ( ) 10. Do you purchase others donut brand while purchase Krispy Kreme Doughnuts? ( ) Yes ( ) (1) No ( ) (2) 11. Which donut brand that you purchase apart from Krispy Kreme Doughnuts? (Answer more than one) ( 1 ) Bapple Donut (1) Daddy Dough(1) DunkinDonuts(1)Mister Donut(1) Other (Please specify___________) (1) * 1 its mean respondent choose that brand 12. Form question no. 11 why do you purchase thos e Donut brand? ( 1 ) Price ( ) (1) Taste ( ) (2) Quality ( ) (3)Location ( ) (4) Other (Please specify___________) (5) 13. Please rank which Donut brands do you prefer the most ( ) (1-5 1 5 1= most , 5 = lease ) ____________ Bapple Donut ( ) ____________ Daddy Dough ( ) ____________ DunkinDonuts ( ) ____________ Krispy Kreme Doughnuts ( ) ____________ Mister Donut ( *It code by how many respondent prefer with 1(most) 5(lease) in each rank Improvement ( ) 14. If Krispy Kreme Doughnuts has a membership card, would it make you buy Krispy Kreme Doughnuts more than before or not? ( ) 15. If Krispy Kreme Doughnuts launch new branch, where would you like it be located? ( ) Central Plaza ( ) (1)The Emporium ( ) (2) The mall ( ) (3)Robinson ( ) (4) Super market Tesco Lotus, BigC, Careful, and etc) ( , , ) (5) Other (Please specify___________) (6) Personal Data ( ) 16. Gender ( ) Male ( ) (1)Female ( ) (2) 17. Age ( ) Less than 20 ( 20) (1)21-25 (2) 31. (3) 31-35(4) Mor e than 35( 35) (5) 18. Occupation ( ) Student ( / ) (1)Office Worker ( ) (2) Business Owner ( ) (3)Other Please specify_________ ( ) (4) 19. Income per month ( Less than 10,000 ( 10,000) (1)10,001-15,000(2) 15,001-20,000(3)More than 20,0000 ( 20,000) (4) ___________________________ Thank You _________________ / Coding pic pic pic Graphs 1. Response rate pic 2. pic 3. pic 4. pic 5. pic 6. pic 7. pic 8. pic 9. pic 10. pic 11. pic 12. pic 13. pic 14. pic 15. pic 16. pic References Gilbert A. Churchchill, Jr. , and Tom J. Brown (2007), introductory Marketing Research (6th ed. ), International Edition Thomson South-Western. http//www. krispykreme. co. th/