UBC Undergraduate Research

Bird Friendly Coffee - Survey Report Yip, Erin; Walker, Paige

Abstract

Research found through our survey is intended for discovering the barriers of coffee consumers at UBC. By targeting these consumer barriers, we are then able to articulate strategies that can be applied to marketing SBFC on campus. Our survey consists of questions that aid in understanding the demographics of coffee consumers and what their buying habits are. As well, gathering an idea of SBFC recognition within our audience, and to what degree (ie. how aware) the community is of our product. These points constitute the three pillars of our survey research: who is drinking coffee, what coffee are they drinking and how they will switch to SBFC. Our strategies function with the buyer in mind, tailoring solutions to consumer behaviour indicated by our survey. The brand image of SBFC is malleable, and through understanding the consumer, we are able to market a product desirable to their priorities. Thus, helping drive the awareness and success of this product against its competitors at UBC. These are the main focuses articulated in our following report. Disclaimer: “UBC SEEDS provides students with the opportunity to share the findings of their studies, as well as their opinions, conclusions and recommendations with the UBC community. The reader should bear in mind that this is a student project/report and is not an official document of UBC. Furthermore readers should bear in mind that these reports may not reflect the current status of activities at UBC. We urge you to contact the research persons mentioned in a report or the SEEDS Coordinator about the current status of the subject matter of a project/report.”

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Attribution-NonCommercial-NoDerivatives 4.0 International

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