MKTG 202 Marketing Research Report A Build a Better MQ Food Court Author: Chenxi Yang 44412649 Group B Tutorial Wednesday 16:30 Group Member: Weilin Zhu, Kristina Renee Polidoro, Robert Jutrisa, Bohaoyong Zheng Build a Better MQ Food Court Background Dieting is very important to all of us. More and more people are concerned about their diet. By investigating the Macquarie University food court, we aim to have some deep understanding of the school cafeteria for these students. Is the food court of MQ university the best choice? If not, then what should they do to make everyone more willing to eat at school? We are going to explore: -How was your experience at the hub? -What factors influence your decision to eat at the hub? -Are u satisfied with the food options there? -What prevents you from eating here and entices you to go elsewhere? -What can the hub do to improve your experience and/or entice you to go there more often? Method We choose in-depth interviews. The benefits is that we can understand more details through open-ended questions, rather than generally saying or no, because if we consider using focus groups, one drawback is that some people don’t like to talk, the information will be scarce. Sample There where 25 respondents from university of Macquarie: 10males and 15females, 10 domestic students and 15 international students. Procedures The informal interviews were started from 13:30pm to 14:45 at the MQ library in March 13, each respondent had 15 minutes to answer five open-ended questions about build a better Macquarie University food court. Results According to all the five people interviewed, most of them had more concerns on the variety of the choice of food and the convenience of facilities. Especially the facilities, seats and tables provided by cafes cannot satisfy the amount of students who diet there at all. Most of them are forced to eat their food outside or choose to takeaway. It would be better to help those students who consider of eating at hub to make decision if university can provide more seats and tables. Example Comments Variables / Themes Verbatim remarks Food choice Respondent 1: The choice of hub food is very limited. Only one Chinese meal can be chosen. This is not enough for international students. Respondent 2: Although there are not enough types in the school hub, they are quite complete. There are pizza, sushi, Chinese food, and salads to choose for. Respondent 3: If the hub can add more other cuisines, such as Thai food, Malaysian food, etc. Respondent4: The food is very limited, the flow of people is very large, and each queue has to be queued for a long time. Reapondent5: There are very few food choices. Too many fast foods make me feel that I am not eating just to complete the task. Food taste Respondent1: The food from the restraint is difficult to swallow，because the dishes are the same every day. I don’t want to go again after eating a few times. Respondent2: Japanese sushi is the best choice for me. Respondent3: The hub is not suitable for my taste. I prefer like to noodles which is not offered here Respondent4: They don’t have tasty food and most of their food is fast food such as chips and nuggets. Respondent5: The food is not bad, the ingredients are relatively fresh. Food price Respondent1: compared to the MQ shopping center, hub’s price is cheaper. Respondent2: for students the price is accessible. Respondent3: The price is reasonable, usually buy a meal plus three dishes is about ten Australian dollars. Respondent4: Although the price is not expensive, but I prefer to bring food from home or buy bread to eat at school. Respondent5: The price is very cheap Respondent1: The hub has a noisy dining environment. Respondent2: The environment quite good，Outside is the lawn Outside is the lawn. Respondent3: The environment is as not good as old food court, at least the old one is a real building, and this is too simple, many facilities are not so complete, the seating position is not enough, many people often worry because there is no seat to sit. Respondent4: Clean and tidy, although the facilities are simply, but at least clean, there are cleaners to clean the table. Respondent5: The environment is not particularly good, especially in the summer, because the hub is an open food court, many students in the summer are crowded in a small space and without air conditioning which is very hot, and there are various mosquitoes flying around. Environment Summary and Next step As the consequence, through this in-depth investigation, we have learned more about the students' true reflections on the hub.it is easy to see that the inspiration of students when making decision of where to eat are mostly affected by the food available and dieting environment. Students who consider eating outside of campus are mostly because there no place for them to seat down enjoy their meal. And others who want a different choice of food might also choose to eat somewhere else. Next Step The hub at campus could basically provide students a nice, convenient and fast place to help students deal with their daily meal when they are have some all day classes at campus. Students would more like to eat at hub as long as there can be more seats added to be serviced. In addition, the wide range of food provided can also attract more students to eat on campus. University can really consider expanding the size of the cafeteria, or consider of building a hall instead.
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