9) Which of the following factors satisfies you the most, that it makes you go back to the school’s canteen?
This bar graph is showing us what factor makes them want to go back to the school’s canteen. 0 people said the price, 8 people said the quality of the food makes them go back, 2 people said the customer service makes them go back and 5 people said the hygiene makes them go back. The majority of people said the food quality makes them return to the school’s canteen.
Appendix 4
History
Cucina (Italian for kitchen) was created in 2005. Owner of the business is Steve Quinn. Now have businesses in 35 schools across the country with six new ones opening every year. Food served is French based products. Every year new food is introduced. The food is cooked on the premises. Aim “to please everybody”.
Name: Gerard
Job: Manager of the Drayton Cucina also head chef.
Other information
- Has been working here for two years
- Starts work at 6:00am and finishes at 4:00pm
- There is a lot of paper work
- Responsible for health and safety of the food
- Prepares the food two hours before school begins
- Pays the costs e.g. rent, electricity and gas
- Food prices change every year
- Takes chances in order to succeed
- All the food is fresh
- Best foods: fish and chips and kormas
- Two years ago 80 portions of fish was sold a day now it’s 260 portions a day
- In the last two years profits have increased by 60%
- What makes them successful “we deliver what we promise”
- Not allowed to serve snacks e.g. chocolate
- Business is very good at Drayton manor high school
- 70% of the schools population purchases from the canteen every day
- Only healthy food can be served, limited on the amount of fried food allowed to be served
- Left over’s cannot be served because of health and safety. The meat can be kept for a maximum of 48 hours
Interview with the school’s canteen manager
Do you think that the food and drinks that you serve in the school canteen are of the best quality? “The food that we serve in the school’s canteen are of the best quality and we ensure that are products are healthy by using healthy food. We do not serve food that is rich in salt.”
Do you think that the food and drinks that you serve are worth the prices that are charged for them? “Our prices that we charge are very competitive and better than are rivalries. You might think that our prices are high, but the reason is our food is of the best quality and the best ingredients go into them to ensure they are healthy, yet tasty.”
Would you say that your staff provides the customers with a high level of customer service? “I would say that our staff is very good at their job. They always do their job with a smile on their face and they are very helpful to their customers.”
Would you say that the hygiene of the school’s canteen is of a high standard? “The schools canteen has a great atmosphere, it’s very attractive. The canteen is always cleaned before and after we serve the food. Another thing that makes the canteen is the brightness of it.”
In your opinion what do you think is the most important factor when generating repeat purchase in the school’s canteen? “The customer service, the price, the reputation, the quality of the food and the trust between staff and customer is very important.”
Appendix 5
“Cucina is doing very good” says Chris Druce
The point of this article is to show how the business of Cucina is doing. According to this article Cucina is doing very well.
Cucina’s official website
Appendix 6
What is repeat purchase?
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Where a customer buys the same brand product again. If this becomes a regular occurrence it can be referred to as brand loyalty. ().
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After a new product has been tried once, its success can be measured in how quickly, how often, and in what multiples of quantity it is repurchased. Repeat purchase may refer to the number or percent of respondents who purchase a second time, or to the frequency of repurchase of respondents. ().
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Customer Repeat purchase or usage value is a good indicator of long term business sustainability and profitability of an organization. This is because it points to customer satisfaction and retention. Business with existing customer is typically more profitable, as you do not have to bear the customer acquisition cost. ().
My Coursework Write up
What is the most important factor for generating repeat purchase at the School Canteen?
Introduction
The main aim of this controlled assessment is to understand the main factors of generating repeat purchase in the school’s canteen.
Repeat purchase: Where a customer buys the same brand product again. If this becomes a regular occurrence it can be referred to as brand loyalty.
To find out the main factors of generating repeat purchase I had to carry out some research. The first part of my research was to create a questionnaire (see appendix 2) then hand them out to customers of the school canteen. Then I had to an analysis of the results of the questionnaire (see appendix 3). With the results of the questionnaire and the results put into graphs and charts. I could then begin to understand the most important factors of repeat purchase. Another form of research that I carried out was an interview the manager of the school’s canteen (see appendix 4). The manager gave me information about his job, the history of the company and most importantly what he believed was the most important factors of generating repeat purchase. To broaden my knowledge of the company Cucina I did some secondary research by looking at the company’s website and some article reviews of Cucina (see appendix 5). Finally to help me understand repeat purchase even better I did some secondary research about repeat purchase, by looking at some definitions and business reviews (see appendix 6). With this research I could understand what makes the customer want to go back to the school’s canteen.
For the business that I had to research about I had to consider several factors that contribute to repeat purchase. The factors that I believe are the most important are (in no particular order): The prices of the products in this case the food and drinks, the quality of the food and drinks, the quality of the customer service e.g. the speed or the friendliness and finally the standard/ level; of the hygiene in the school’s canteen. These four factors are what I would consider the most important factors of generating repeat purchase ion the schools canteen based on my understanding that I have gathered from my research.
Main findings
The first of the factors that I believe are the most important is the price of the products. It is important for repeat purchase because to please customers they have to be pleased about the price they are paying for their food and drinks. If the prices are found to be worth the product, by the customers then they will become regular customers and also more customers would be attracted in by the price. When the customer feels the price is right then they will be willing to purchase a product. Looking at my research (see appendix 3-question 8) I have found that the customers believe the price of the products is one of the most important factors when it comes to generating repeat purchase. The manager has also said that the prices that are set for their food is very competitive and better than business rivals (see appendix4).
However this factor might not be that important because according to the interview with the manager (see appendix4) the price of the food is quite high because the quality of the food is also high. There is not a single person from the questionnaire (see appendix 3-question 4) who said the price was either “very good “or “good”, the majority of the people said the price was “bad” then the next highest opinion was “average” and one even said “very bad”. So looking at the results, the price in the school’s canteen does not look good and also the price as a factor of generating repeat purchase does not look very strong. In my opinion I think that the price of the food and drinks are quite high but then again the quality is very good. I also believe the price is very important for repeat purchase.
The second factor that I believe is important when generating repeat purchase, is the quality of the product, in this case the food and drinks. Because this particular business’s product is food and they depend on customers being attracted to the product and to return for repeat purchases. To get customers to buy the product and to keep returning for it then the food and drinks must be of a high quality so that they please the customer. Having good quality food and drinks could mean the taste is great, the way it looks is great or is it made with the best ingredients. Looking at my research from my questionnaire (see appendix 3-question 8) the customers said that the quality of the food and drinks is the most important factor. The majority of people also said that quality of the food is why they return to repurchase at the school’s canteen (see appendix 3-question 9). Having high quality products makes the customer feel good about what they eat, which means that the customer would be willing to repeat purchase. Therefore a better business and more profit.
However this factor might not be seen as very important when it comes to generating repeat purchase because people might not care what the food looks like or the way it was made. This means that people do not go to purchase a product because of its quality they might just want something to eat. Looking at my research (see appendix 3) some people even said the quality of the food and drinks are “bad” which means that they do not like something about this product. However the manager said in the interview (see appendix 4) that the quality of their food is the good. Everyone has their own opinion and the food in the canteen does not reach the standards that they expect. In my opinion I think that the quality of the products is good. Overall I would say that the quality of the product is important because good looking products attracts customers which means if the quality is not good enough then you will get less repeat purchase of that product.
The next factor that I believe is important for generating repeat purchase is the quality of the customer service. I think this because quality customer service could mean the speed of the service the helpfulness or even just the friendliness of the staff. Having high quality customer service means the customer obtains a great experience from the staff. When the customer is pleased with their experience in the place that they purchased a product then they will happily return and repurchase products. Looking at my results from the questionnaire (see appendix 3-question 6) the majority of customers said that the quality of the customer service in the schools canteen was “good”. They also said that customer service is important when it comes to generating repeat purchase.
However this might not be a very important factor because some customers might not care about the customer service and just want to buy the food. This factor is definitely an important factor though, because looking at my research from the interview with the manager (see appendix 4) he said he believed customer service was important. The manager also said his staff was very good at their job and always had a smile on their face and that this kind of connection between customer and staff was important for generating repeat purchase. Overall I think that this is a very important factor because the customer should always feel welcomed and happy to purchase what they want.
The final factor that I believe is important when generating repeat purchase is the hygiene of the canteen. This is because customers want to eat from a place that is clean and also a place that attracts them to it by how it looks inside and out. If it is clean and looks good then the customers will not only return but they will also feel happy to eat there. Looking at the results of the questionnaire (see appendix 3-question 9) the customers have said this factor is one of the main reasons that they return to the canteen. Also the majority of people agree that the hygiene of the school’s canteen is important to them.
However this factor might not be that important because if the canteens hygiene was not up to a certain standard then it would not even be allowed to be open. Also customers might not care about the environment of the canteen, they might not stay in the canteen to eat and they might only care about eating clean food. Looking at the results of the questionnaire (see appendix 3-question 8) the customers have said this factor is the least important when it comes to generating repeat purchase. But the manager of the canteen said in the interview (see appendix 4) that the school’s canteen has a high standard of hygiene because it is very regularly cleaned and it has a great atmosphere. Overall I do think that the hygiene is important because I would only eat or purchase food and drinks from a clean place.
Conclusion
Overall I think that the most important factor for generating repeat purchase in the school’s canteen is the quality of the product, in this case the food and drinks. Because this particular business’s product is food and they depend on customers being attracted to the product and to return for repeat purchases. To get customers to buy the product and to keep returning for it then the food and drinks must be of a high quality so that they please the customer. Having good quality food and drinks could mean the taste is great, the way it looks is great or is it made with the best ingredients. Looking at my research from my questionnaire (see appendix 3-question 8) the customers said that the quality of the food and drinks is the most important factor. The majority of people also said that quality of the food is why they return to repurchase at the school’s canteen (see appendix 3-question 9). The manager said in the interview (see appendix 4) that the quality of their food is the good. Using my research I have made this conclusion based on what the customers of the school’s canteen and the manager of the school’s canteen thought was the most important factor when it comes to generating repeat purchase.
Overall I think that the least important factor of generating repeat purchase in the school’s canteen is the hygiene of the school’s canteen. The reasons why I think this factor is the least important is because if the canteens hygiene was not up to a certain standard then it would not even be allowed to be open. Also customers might not care about the environment of the canteen, they might not stay in the canteen to eat and they might only care about eating clean food. Looking at the results of the questionnaire (see appendix 3-question 8) the customers have said this factor is the least important when it comes to generating repeat purchase. Using my research I have made this conclusion based on what the customers of the school’s canteen thought was the least important factor when it comes to generating repeat purchase.
Coming to my conclusion wasn’t as easy as I thought; this is because the research that I had gathered before making this conclusion is not perfect and does have its problems. The outcome could have been different to what I got if I had carried out the questionnaire on a larger scale. Maybe the most and least important factors that I have said in the conclusion above might not have been the actual truth. This is all because I did not carry out my questionnaire on a larger scale. I could have got more opinions if I had asked not just students but also teachers or any other staff. Also the questions that I asked the manager in the interview could have been better, maybe they are a bit bias and only one sided. My conclusion could have been stronger using the research that I gathered if I had carried out the questionnaire on a larger and also if I had made the interview questions less bias.
To improve my research I could have made a lot of changes by doing certain things to make it better. First of all the questionnaire could have been carried out on a larger scale this would have meant more opinions could have been gathered to make my conclusion stronger. I also could have made the interview questions less bias and then I would have got fairer opinions for my conclusion. Finally I could have done more secondary research which could have been about repeat purchase and how it affects business or it could have just been more information about Cucina as a schools cantering business. All of this extra research would have helped me to have an even better opinion and conclusion on what is the most important factor of generating repeat purchase in the schools canteen. The reason I didn’t do this is because of the amount of time that I was limited to. These kinds of improvements would require more thought and more time. This would have been very difficult for me to fit all of this work in the time that I was given to do my research.
by
eikielward (student)
