Marketing Research: Store Design Impact on Pioneer Campus Students

This report presents a marketing research project conducted at Pioneer Campus, focusing on the impact of canteen store design on student purchasing decisions. The study investigates the relationship between store design elements, such as layout, cleanliness, and food presentation, and student preferences. The research employs a descriptive design, utilizing both quantitative and qualitative data collection methods, including questionnaires distributed to students. The objectives include determining the frequency of student canteen visits, weekly student allowances, factors influencing purchasing decisions, and the percentage of students affected by store design. The report analyzes the data using tables, pie charts, bar charts, and linear regression to test hypotheses. The findings aim to provide insights into how store design can be optimized to enhance student satisfaction and increase canteen sales, contributing to a better understanding of consumer behavior within the campus environment. The research was conducted by fourth-year human resource students. It is only supposed to be carried for one week and a sensible budget was prepared to ensure the research objectives were met.

Running head: MARKETING RESEARCH 1
Marketing Research
Students Name
Institution

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Marketing Research
Introduction
Marketing research is a crucial tool in business and it helps to connect with the targeted
market directly. This research can be done in various institutions like in school and in churches.
A marketing research will be carried out in Pioneer campus to look into a pressing need for a
good design canteen store.
In Pioneer campus there are several canteens and restaurants where students go for their
meals. This canteen needs to be placed in areas where they are easily accessed by the students.
However, the restaurants and the canteens require a better store design. A better store design
should be one of the most concerns of the school management. The campus management should
prioritize the store design as it helps in influencing the customer’s opinions and attracts them to
purchase their goods.
The students in Pioneer have their choice decisions concerning the design of the store on
the campus. Every canteen inside the campus should be should offer fresh and safe food all the
time. For the students to have a good perception of the restaurants the store manager should
strategically design a building and position an image of a food stall. This store image includes
the prices of the food, its location, its level of cleanliness and the store design and layout.
Recognition of a good store design is very vital in businesses. Its image leads to students
making their purchasing decisions and improves their eating preferences (Bagozzi, 1994).
Nevertheless, every student has their own tastes and styles. Some are classy and prefer mouth-
watering foods regardless of the prices. Hence in this campus store design affects the purchasing

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decision of the students. This is the reason as to why the campus should consider its store design
and come up with a better store image.
When the design is better it makes the student visit more and more. In this research at
Pioneer University, the researchers will consider store design and layout and how it affects its
environment. The research will be conducted by fourth year’s human resource students. It is only
supposed to be carried for one week. The students prepared a sensible budget including the cost
of printing papers, cost of biros, cost of lunch and refreshments. This budget included the entire
cost of anything the researchers needed.
In order to meet the objectives of the research, the students doing the research formulated
questionnaires (Craig and Douglas, 2005). These questionnaires were directed to all categories of
people. Through this way, the students will be able to find out whether Pioneer campus really
needs a better store design. This research will bring about a great understanding and show how
the store design is necessary to make investments in the campus canteen to attain student’s
positive reaction.
Research problems
The research problem of a better store design deals mostly in
 How often do the students in Pioneer campus eat in the campus canteen?
 In Pioneer what are the weekly allowances of the students?
 Find out what are the other factors that can affect the purchasing decision of students?
 How many students are influenced by the design of the canteen?
 What are the factors that contribute to a better design inside the canteen?
Research objectives

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This research has several goals which it should attain to determine whether the design of the
canteen has any impact on the buying decisions of the Pioneer campus students.
 To find out the allowances students get on a weekly basis in Pioneer University.
 To identify the number of times the students eat in the canteen.
 To find out what are the factors that contribute to a better design in a store.
 To calculate the ideal percentage of students who are most affected by the design of the
canteen store.
 To find out any other factor that may affect the purchasing decisions in Pioneer apart
from the canteen store design.
Research methodology
This research was mainly done to help describe the impact of Pioneer canteen stall design
how it will affect the purchasing decisions of the students. The best method to use is the
descriptive design. The descriptive design is mainly used to enable describing the social status of
the students by the rate of their allowances on weekly basis.
In this research data collection will be both quantitative and qualitative. The survey is the
appropriate way to get the data collected. The survey questionnaire will involve close-ended
questions that should be answered via multiple choices and also through dichotomous choices.
This strategy will involve giving out the questionnaires surveys at the different time. The
students who think and see a factor the design of the canteen can affect their purchasing
decisions will be given qualitative forms and the quantitative forms will be given to the students
who are directly influenced by the canteen store design on their purchasing decision.

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The total number of respondents will be well chosen using the sampling method. The
arrival of the forms of fourth years will enable controlling and sorting the forms according to the
classes in Pioneer. By well computing the sample size the results will be based on the whole
population of the students. The students found in the canteen the time of survey should be given
questionnaires to ensure convenience.
From the data in the questionnaire, it will help determine how the canteen store design is
related what the students prefer for a store to be designed. The data from the survey is known to
be the primary data. The number of visits in the canteen will be expressed in different categories
while the week allowances will also be expressed in its own category. Purchasing decisions will
be expressed according to the student’s response whether yes or no.
Objectives like factors that lead to a good design, factors that have effects on the
purchasing decisions, how often the students eat in the canteen and every week allowances may
be analyzed and interpreted through table’s .pie charts and through bar charts (Hair and Lucas,
2014). The data that responds to the specific problem will be measured and ranked according to
the high number of allowances, how many times students eat in a week in the canteen and finally
the factors that affect the purchasing decisions of the students. A linear regression analysis is
appropriate for the testing of hypothesis on how students purchasing decision is related to the
store design.

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References
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Hair Jr, J. F., & Lukas, B. (2014). Marketing research (Vol. 2). McGraw-Hill Education
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Bagozzi, R. P. (Ed.). (1994). Principles of marketing research. Blackwell Business. Malhotra, N.
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