Godiva品牌巧克力顾客分析.docxVIP

CAD312 5/1/2013 Professor Soruco Shiyu Lou Consumer Report for Godiva Introduction I conducted a survey on campus at University of Miami with the purpose to test brand attitude and product usage of college students toward a chocolate brand, called Godiva. In order to enroll random sample for the survey, I sent out 20 of my survey questionnaires to students who were sitting or taking a break on campus randomly, and the other 20 questionnaires to students who are studying in the library randomly. The survey questionnaire includes fourteen questions focusing on demographics of respondents, brand loyalty and product usage of Godiva. I conducted the survey on campus on Wednesday and in the library on Sunday afternoon. In total, there are forty participants, of whom 15 are males and 25 are females. The age range is from 18 to 26. Among forty participants, four are graduate students and 36 are undergraduate students. The survey is to test and analyze brand loyalty and attitudes toward chocolate brands including Godiva, and product usage of Godiva among college students, especially females. Responses From Figure 1, we can see that 67.5% of participants age 21 to 23, which contributes the majority of respondents. People age from 18 to 20 and 24-26 occupy similar percentage. Analysis Table 9: What is your race? * Brand has a great influence on you when you purchase chocolates. CrosstabBrand has a great influence on you when you purchase chocolates.TotalStrongly AgreeAgreeNeither Agree Nor DisagreeDisagreeStrongly Disagree WhiteCount3530011% of Total7.5%12.5%7.5%.0%.0%27.5%Black Count041218% of Total.0%10.0%2.5%5.0%2.5%20.0%HispanicsCount0820010% of Total.0%20.0%5.0%.0%.0%25.0%AsianCount3341011% of Total7.5%7.5%10.0%2.5%.0%27.5%TotalCount620103140% of Total15.0%50.0%25.0%7.5%2.5%100.0%From Table 19, none of White people disagree with the statement “Brand has a grea