MARKETING RESEARCH

A survey of 100 respondents was conducted to see which factors were most important to the success of an online yoga business startup. After analyzing the data, pricing was found to be the most crucial factor in customer-decision making. The following was recommended based on this finding:

1. Create a Base Membership:
Introduce a $20 per month membership with potential price increases.

2. Display Quality of Workouts:
Showcase workout quality through testimonials and before-and-after transformations. Incorporating client reviews can help attract new customers and enhance the brand's reputation.

3. Leverage Instructor License:
Highlight the expertise of instructors to emphasize value and create a connection with viewers.

After conducting fifteen in-person interviews, the following is recommended for Uber based on the statistical data:

1. Choose Your Driver: Uber should allow riders to select drivers based on preferences, such as personality (e.g., "chatty" or "quiet") or gender for safety reasons, especially for solo travelers. This feature would let both riders and drivers customize profiles to match the type of ride environment they want. Additionally, users could save favorite drivers for future rides, increasing comfort and safety, particularly for solo or female travelers.

2. Better Customer Service: Uber should invest in improving customer service to enhance satisfaction, loyalty, and brand image. By resolving issues quickly and courteously, Uber can build stronger relationships with customers, differentiate itself from competitors, and maintain a positive reputation.

3. Price Comparison: Implementing an in-app price comparison tool would allow users to see real-time pricing across multiple ride options, helping Uber position itself as a competitive choice. Features like surge pricing insights, special deals, and rewards programs could also encourage loyalty by offering transparency and value.

These recommendations aim to improve the overall customer experience and ensure Uber remains a top brand in the transportation industry.

After surveying over 100 respondents, the following is recommended for Dunkin’ based on the statistical data:

1. Increase Awareness of New Products: Dunkin’ aims to innovate by introducing new products, but many customers are hesitant to try them due to concerns about wasting money and sticking to their regular orders. Additionally, many are unaware of these new products. To increase awareness, Dunkin’ should focus on social media marketing, showcasing the quality and taste of new items through user-generated content or influencer partnerships. This approach would help drive customer interest and improve return on investment.

2. Strengthen Quality of Customer Service: Dunkin’ should focus on improving customer service, as it was ranked lower than product quality in customer feedback. To enhance service, Dunkin’ can implement training programs to ensure employees are knowledgeable, respectful, and energetic, as many respondents noted employees seemed unhappy or bored. Additionally, offering a post-purchase customer service survey would allow guests to provide feedback, helping Dunkin’ gather valuable insights to improve operations and customer satisfaction.

Furthermore, Dunkin' can improve brand perception and awareness by focusing on two key areas: boosting product awareness through social media and influencer partnerships, and enhancing customer service through employee training and feedback. These efforts will strengthen customer loyalty and help Dunkin' stand out in a competitive market.