Survey Analysis

Odd Man In

TableofContents:

A.ExecutiveSummary......................................3
B.Methodology.................................................5
C.ResultsandConclusions...............................8
D.AppendixAMeasurementInstrument......18
E.AppendixBSummaryStatistics................22

ExecutiveSummary

Tobetterunderstandthemillennialgeneration,rangingfromages1834,aquantitative
researchmethodwasapplied.
AtwelvequestionsurveywascreatedthroughanonlineenginecalledSurveyMonkey.
ThesurveysweresentoutthroughFacebook,email,andotherformatsofsocialmedia.
200surveyresponseswerecollectedfromparticipantsofthemillennialgeneration.
Allresponsestothesurveyareconfidentialandanonymous.
Todevelopasuccessfulmarketingcampaign,surveyquestionsweretargetedtocollect
informationontheperceptionandbrandawarenessofJuiceItUp!
Inadditionitassistedingainingknowledgeaboutmillennialsattitudestowardhealthy
eating,consumptionofrawjuice,motivetopurchaserawjuiceorsmoothieproducts,goto
establishmentsfortheseproductsandrestaurantengagementthroughsocialmedia.
Thisquantitativestudywasappropriatetogatherinformationanddrawreferencesto
designacampaigntargetingthemillennialgeneration.

Resultsofattitudetowardhealthyeating:57%ofrespondentsholdaneutralinterest

towardhealthyeating,while51%ofpeopleclaimtoeathealthyoften.Femaleshavea13%
increaseincomparisontomalesofhowoftentheeathealthy.
3

Resultsofattitudesofrawjuiceconsumption:75%ofparticipantswerefamiliarwithraw
juicingand38%ofparticipantsfeeltheyrarelyorneverconsumerawjuice.

Resultsofthemotivesofpurchasingrawjuice:About70%ofthemillennialpopulation

indicatedthatthereasontheypurchaseeitherasmoothieorrawjuiceisduetoitshealthbenefits.
About68%ofthepopulationpurchasesajuiceorsmoothiebeverageduetothetaste.

Resultsofplacesmostfrequentedtopurchaserawjuice:About59%ofparticipants

respondedthatJambaJuiceistheresmoothieorrawjuicerestaurantofchoice.Duetoproximity
oflocationbeingoneofthetopindicatorsofwhenconsideringpurchasingjuiceproducts,Jamba
Juiceranksfirstduetoitshighestnumberoffranchiselocations.

Resultsofrestaurantengagementthroughsocialmedia:Majorityofthemillennial

generation,(61%),donotengagethroughrestaurantsviasocialmedia.Whenaskedwhatwould
appealtothemtoconsiderfollowingarestaurantonasocialmediaplatform,67%ofparticipants
respondedcoupons.

Dataindicatesthatpeoplewhoareolderdrinkmorejuice.Ithasalsoshownthatthe

numberonereasonpeopledrinkjuiceisforhealthbenefits.Thereforeonemightdrawthe
conclusionthatpeoplewhoareoldercaremoreabouttheirhealth.

Methodology

Background:
JuiceItUp!ispursuingcomprehensiveresearchanalysisto
gatherdatathatmaybeusedtobetterfuturepublicrelations
strategiesandtactics.Specifically,JuiceItUp!,wantstofurther
theirunderstandingsofthemillennialgeneration(age1834)
attitudestowardtheirproductandservice.Additionally,the
brandhopestoengagealoyalfollowingofJuiceItUp!
enthusiasts.Thelikesofwhichhavebeenseenwithservices
suchasToughMudderorCrossFit.Thehopeisthatbuilding
thiscommunitywouldincreasebrandawarenessaswellasdrive
instoresales.

ResearchObjectives:
Themainobjectiveofthisresearchcampaignistogatherinformationthatwilllater
benefitacommunicationscampaigninincreasingbrandawarenessandbetteringthepublic
perceptionofJuiceItUp!
Thepreviouslystatedgoalwillbemetbyunderstandingmillennialsattitudestowardthe
following:
Healthyeating
Consumingrawjuice
Motivetopurchaserawjuice
Placestopurchaserawjuice
Restaurantengagementviasocialmedia

Overview:

Tomeetthestatedobjectivea12questionsurveywasdistributedonlineviaemailand
socialmedia.Thesurveywastargetedatallmillennialsage1834.Aquantitativemethodology
wasusedandisthemostappropriatebecausedatafromalargepopulationwasneededtogain
insightsabouttheaveragemillennial'sperceptionsoftheproduct,aswellastheirpurchasing
decisions.AccordingtoacollectionofauthorswhoworkedonInternationalEncyclopediaof
5

SocialSciences,volume8,surveysarebestusedwhenlookingforresearchthatmayindicate
howalargeofthepopulationfeelssothattheresearchercanmakegeneralizationsaboutcertain
demographics(2008).Withtheprimarygoaloftheprojectbeinggearedtowardthemoregeneral
attitudesratherthanexploringspecificandindepthperceptions,quantitativedataisthemost
effectivechoice.

Participants
Theparametersofthepopulationstudiedwerebasedonage.ToparticipateintheJuiceit
Up!surveyparticipantshadtobebetweentheagesofeightteentothirtyfour.Therewasatotal
numberof201participants.Mostofthemillennialswererecruitedtotakethesurveythrough
socialmedia.Includingfacebookandemail.Thecompletegroupofentitiesincludingthepeople,
andstorewewereinterestedinstudyingwasconsideredthepopulation.Becauseofthe
limitationsofthestudy,ourgroupwasonlyabletocollectasampleofallmillennialstoconduct
oursurvey.Therewere113femaleparticipantsand82male.Overallthetheaverageageofthe
participantwaseightteentotwentyfive.

Procedures
Toconductthisstudytherewereimportantstepstaken.First,eachgroupmembersent
outoverfiftylinksoftheJuiceitUp!surveythroughFacebook,andemail.SurveyMonkeywas
usedtocreatethesurveyandtocollecttheparticipantsdata.Thesurveysweresentoutstarting
Tuesday,November11th,andwereclosedonMonday,December1st.Thesurveyincludeda
descriptionandoverviewofwhatthesurveyentailsandhowitisbeingconducted.The
participantswereinformedtheirresponseswouldremainconfidentialandanonymous.Eachof
thesurveysweredoneanonymouslytoinsurehumansubjectsprotection.

Measures:

Brandrecognition:
questionedparticipantsawareness,perception,andattitudestoward
thecompany
Productknowledge:
questionedparticipantsawarenessofthecompanysproductsand
benefits
Interestinrawjuices,smoothies,etc.:
questionedparticipantsconsumptionofraw
juices,smoothies,andhealthyalternativeproductsrelatingbacktothecompanysmain
objectives

 Culturaltrends,interests,influences:
questionedparticipantsoflocalanduniversal
trends,interests,andinfluencesrelatingtohealthylivingandconsumptionofhealth
basedproducts
Regulatoryconsumptionoftheproducts:
questionedparticipantsofthepopularityand
howoftencompanysproductsareconsumedovercompetitors
Suggestions:
askedparticipantstogivetheirinputonhowtoincreasebrandawareness
andnewproductsandbenefitsthatderivefromit

StimulusMaterials
Thereweren'tanystimulusmaterialsthatweusedforthissurvey.Inoursurveywecoveredraw
juicingandhowfamiliartheyarewithit.Wecoveredhowimportanthealthyeatingistothem
andwealsocoveredaboutsocialmedia.Toseedoessocialmediaplayaimpactonwhytheygo
tothoselocations.Foroursurveyquestionswedidalotofratingtoseehowfamiliartheyare
withrawjuicing.Majorityofourquestionsareratingscalesquestions2,6,7,and8areexamples
ofratingscalesquestions.Questions11and12weredemographicsquestionsaboutageand
gender.Question4and5isarankingscalebecauseourparticipantsarechoosingwhich
smoothieorjuicebartheywouldgotoandwhatwilltheybuywhengoingthere.Question1isa
semanticdifferentialbecausewearewonderinghowfamiliartheyarewithrawjuicingand
simplyjustansweringthequestionwithayesorno.

DescriptiveStatistics
Therewere113female
participantsand82male.Overallthe
theaverageageoftheparticipantwas
eightteentotwentyfive.Thesample
ofpeopletakenwasrepresentativeof
thepopulationtargetedduetothe
similaramountofbothmalesand
femalesthatparticipatedinthestudy.
Also,theagerangewasagood
representationofourpopulation
becauseofthespecificwantof
informationfortheyoungergeneration
ofmillennials.Themaleandfemale
surveyquestionwasusedtomake
comparisonsofthepopulationsample
taken.

ResultsandConclusions
Attitudestowardhealthyeating
Theresultsindicatedthatparticipantshadabroadopinioninregardstohealthy
eating.Whenaskedhowimportantishealthyeating,wesee57%of
respondentsclaimitisofneutralinteresttothem.Interestinglyenoughwhen
askedhowoftendoyoueathealthy,theemphasisincreasesmoretoward
healthyeatingwithonly9.5%belowneutraloragainsthealthyeatinganda
whopping51%ofpeopleclaimingtoeathealthyoftenorveryoften.

Whenlookingatthecomparisonofmalesandfemales,oftenfemalesbelievethey
putmoreemphasisonbothhowimportanthealthyeatingisaswellashowoften
theydoit.Weseethisdisplayedwitha13%increaseintheresponsesoftenand
veryoftencomparedtothemalesanswers.


Attitudestowardconsumingrawjuice
Almost75%ofthosewhotookthesurveysaidtheyarefamiliarwithrawjuice.
Whatthismeansfortheresearchisthatnearly75%ofpeoplemayhave
preexistingopinionsonthejuiceproductswhileaquarterofrespondentsmay
havenopriorknowledge.Whenaskedhowoftendoyoupurchaserawjuice,we
seeamajorityanswerbyrespondentsinthemoderateorsometimessectionat
40%.Peoplewhofeeltheyveryrarelyorneverpurchasejuiceproductsfollow
closebehindwith38%.Thistellsusthatthevastmajorityofthosewho
participatedarenotjuiceenthusiasts.

 Whenlookingathowtheageswithinthemillennialgenerationfeelaboutraw
juicethereisaslighttrendtofavorthejuiceproductsastherespondentsage
increases.Weseethisdisplayedwhentheparticipantswereaskedhowoftendo
youpurchaserawjuice.Whenselectingtheanswerveryoften,theanswerthat
indicatesthemostfrequentconsumption,wecanfindalargejumpastheage
increaseswithrespondents1825onlyselectingthisanswer23%ofthetime,
respondents2629selectingtheansweralmost14%ofthetime,andthose3034
atanear19%.Whatcanbetakenawayformthisisaclearincreaseinthe
consumptionofjuiceproductsaspeoplegetolder.

Motivetopurchaserawjuice
Theresultssectionindicatedthatthemillennialpopulationpreferedtopurchasea
rawjuiceorsmoothieduetothehealthbenefits.70.50%ofallrespondentschose
thissection,while68%ofthepopulationpreferedtopurchasearawjuiceor
10

smoothiebecauseifthetasteofthebeverage.Tooursurprisemillennialsseemto
beawareoftheimportanceofkeepingupwithahealthylifestyle.Overall,these
resultsindicatethathealthbenefitsandtasteofrawjuicingareequallyimportant
totheamountofconsumersinthesmoothierestaurantindustry.

Overall,therewasnotasignificantdifferenceintheresultsportionofwhyamale
orfemalemaypurchasearawjuiceorsmoothie.About79%offemalesindicated
thattheirreasonforpurchasingarawjuiceorsmoothiewasforthehealthbenefits
ofthedrink.While68%ofmalesfoundthetasteofthesmoothiemostimportant
whilepurchasingoneofthebeverages.Therewasasignificantinclineof
importanceofhealthbenefitsastheageoftheparticipantsincreased.Tastewas
moreimportanttotheyoungerpopulationof18to21yearolds.22to25yearolds
hadanequalamountofimportanceoftasteandhealthbenefitswhilechoosinga
beveragebothata74.32%.Theparticipantsthatwere26to29yearsofage63%
answerthatthehealthbenefitswereimportantintheirpurchase,andthetaste
droppedto54%.Lastly,theages30to34presentedthelargestgapbetweenthe
two.81%consideredthehealthbenefitstobemostimportant,whilethetaste
droppedtoa54%.Reviewingtheseresultsindicatesthatasageincreasesthe
populationholdsmoreimportanceonhavingahealthylifestyle.

11

12


Placestopurchaserawjuice
Atotalof59.09%ofmillennialrespondentsindicatedthatJambaJuiceisthe
smoothierestauranttheyattendmost.JuiceItUp!holdsthesecondmostvisited
smoothierestaurantwith15.66%.Whenexaminingotherpercentagesofinterest,
Robecks,PlanetSmoothie,andthosewhodonotattendsmoothierestaurantsall
rangedfromabout5%.FromtheseresultsitcanbeconcludedthatJambaJuiceis
themostfrequentedsmoothieandjuicefranchise.

13

 Whentheparticipantswereasked,Whenconsideringwheretobuyfood,how
importantarethefollowing,Qualityoffood(59.69%veryimportant)and
proximityoflocation(42.21%veryimportant)werenotedofthehighest
importance.Speedofservice(57.29%important),healthbenefitsoffood(51.76%
important),andrecommendationsfromothers(51.76%important)werepreferred
inconsideringwhichsmoothieandjuicefranchisetopurchasefrom.Duetoits
largeamountoffranchises,itcanbeconcludedJambaJuiceshighmillennial
customerfrequencyisduetoitsproximityoflocation.

Restaurantengagementviasocialmedia
Majorityofrespondentsdonotengagerestaurantsviasocialmediawith61%of
peoplesayingtheydonotfollowanyrestaurantsonanyplatformofsocialmedia.
WhenaskedWhatappealstoyouaboutfollowingarestaurantonsocialmedia,
themostfavorableselectionbyfarwascouponsat67%selectionrate.Thenext
14

mostfavoredwastheintroductionofnewproductswith42%ofpeoplesaying
theywouldliketoseethisfromarestaurantonsocialmedia.Thecoverageof
eventswaslessfavorableataround36%andlastlycelebrityendorsementwasthe
weakestlinkatamere10.7%.

Whencomparingthetwogendersitappearstheengagementofrestaurantsvia
socialmediaisverysimilarwiththeanswersonlydifferingbyafewpercent.
Whenaskedwhatappealstotherespondentaboutfollowingarestaurantonsocial
media,therewasacleardifferencebetweenmaleandfemale.77%offemales
saidcouponswouldattractthemviasocialmediawhileonly53%ofmalesfeltthe
same.Bothgendersfeltsimilarlyabouteventswithanswersinthemid
thirtypercentilerange.Menfeltstrongeraboutnewproductswitha45%
selectionratewhereasonly39%offemalesfeltsimilarly.

15

16

ConclusionandLimitations
Conclusion
Theresultsofattitudetowardhealthyeatinginconclusionwas,57%ofrespondentshold
aneutralinteresttowardhealthyeating,while51%ofpeopleclaimtoeathealthyoften.Females
havea13%increaseincomparisontomalesofhowoftentheeathealthy.Furthermoreresultsof
attitudesofrawjuiceconsumptionconcludedthat75%ofparticipantswerefamiliarwithraw
juicingand38%ofparticipantsfelttheyrarelyorneverconsumedrawjuice.Motivesof
purchasingrawjuiceresultedin70%ofthemillennialpopulationindicatedthatthereasonthey
purchaseeitherasmoothieorrawjuiceisduetoitshealthbenefits.About68%ofthepopulation
purchasesajuiceorsmoothiebeverageduetothetaste.Theplacesmostfrequentlygoneto
purchaserawjuiceindicatedthat59%ofparticipantspurchasedfromJambaJuice.Dueto
proximityoflocationbeingoneofthetopindicatorsofwhenconsideringpurchasingjuice
products,JambaJuiceranksfirstduetoitshighestnumberoffranchiselocations.Theresultsof
restaurantengagementthroughsocialmediaresultsportrayedthatthemajorityofthemillennial
generation,(61%),didnotengagethroughrestaurantsviasocialmedia.Whenaskedwhatwould
appealtothemtoconsiderfollowingarestaurantonasocialmediaplatform,67%ofparticipants
respondedcoupons.Inconclusiontothedatacollected,theresultsindicatedarethemotives,
reasons,andhealthconsciousaccountsfromtheparticipantsofthemillennialgeneration.

Limitations
Thelimitationsthesurveycontainedwerethesamplingtechnique,howthesurveywas
sentouttomillennials,timing,andtheconsistencyofresponses.Theminimumofresponses
requiredtofacilitateappropriatedatawas200.Theamountof200respondentslimitedthe
researchcollectedduetoitwasonlyasmallportionofthemillennialpopulation.Toreachthe
millennialpopulation,surveysweresentoutviasocialmedia.Duetoashorttimingof3weeks,
thesocialmediaplatformsonlyassistedslightlytowardcapturingthe200respondentsneeded.
Theconsistencyofresponsesbegantodecreaseduringthethirdweekthesurveywasissued.Due
totheselimitations,thesamplingtechniquewasinconsistentinrelationtothefluctuationof
respondents.

17

AppendixA:ConsentForm/Questionnaire

ConsentForm
Dear:[Recipientsname]:
OurgroupnameisOddManIn.WearestudentsunderthedirectionofCynthiaKingat
CaliforniaStateUniversity,Fullerton.
Weareconductingasurveytofurthertheunderstandingofthemillennialgeneration'sattitudes
towardJuiceitUp!Andrawjuiceproducts.Participantswillbeaskedquestionsandare
expectedtoprovideresponsesbasedonhowtheyfeelaboutaproduct,serviceortrend.
Thesurveywilltakeapproximatelyfiveminutestoconduct.Ifatanypointduringthistimeyou
feelaquestionistoopersonalorareuncomfortablewithanswering,youdonothavetodoso.

Resultsofthisstudymaybepublishedbutnonamesoridentifyinginformationwillbeincluded
forpublicationresultswillbereportedingroupformat.Researchrecordswillbekept
confidentialtotheextentallowedbylaw.Theinformationgatheredduringthistimewillbekept
confidentialbystudentsfortheremainderofthesemesteratwhichpointtheinformationwillbe
terminated.

Yourparticipationisvoluntaryandyouarefreetowithdrawfromparticipationatanytime
withoutsufferingpenaltyorlossofbenefitsorservicesyoumayotherwisebeentitledto.

Ifyouhaveadditionalquestionspleasecontactoneofthegroupmembersthatsentoutthesurvey
toyoueitherbycelloremail.Ifyouhavequestionsabouttherightsofhumanresearch
participantscontacttheCSUFIRBOfficeat(657)2787640orirb@fullerton.edu.

Ihavecarefullyreadand/orIhavehadthetermsusedinthisconsentformandtheirsignificance
explainedtome.Bysigningbelow,IagreethatIamatleast18yearsofageandagreeto

18

participateinthisproject.Youwillbegivenacopyofthissignedanddatedconsentformto
keep.

NameofParticipant(pleaseprint)_______________________________________
SignatureofParticipant

Date___________

SignatureofInvestigator

Date___________

AllCaliforniaStateUniversityemployeesaremandatedreportersunderCalifornias
ChildAbuseandNeglectReportingAct("CANRA").WheneveraCSUemployee,in
his/herprofessionalcapacityorwithinthescopeofhis/heremployment,hasknowledge
oforobservesapersonundertheageof18yearswhomtheemployeeknows,or
reasonablysuspects,tohavebeenthevictimofchildabuseorneglect,theemployeemust
reporttheincidenttotheappropriateauthorities.

JuiceitUp!Questionnaire:

1.Areyoufamiliarwithrawjuicing?
Yes
No
2.Howoftendoyoupurchasesmoothiesorrawjuice?

Never

Notoften

Sometimes

Often

VeryOften

3.Whymightyoupurchasearawjuiceorsmoothie?(checkallthatapply)
Forthetaste
Forthehealthbenefits
Becausemyfriendsdoit
19

Iwouldnever
Other(pleasespecify)
4.Whenatasmoothierestaurant,whatareyoulikelytopurchase?(checkallthatapply)
Rawjuice
Smoothie
Shake(dairybased)
Dryfood
5.Whichsmoothierestaurantdoyouattendmost?
JuiceItUp!
JambaJuice
Robecks
PlanetSmoothie
Nektar
Idonotattendsmoothierestaurants
Other(pleasespecify)
6.Whenconsideringwheretobuyfood,howimportantarethefollowing:

Notatallimportant

Important

Veryimportant

Speedofservice

Notatallimportant

Important

Veryimportant

Proximityoflocation

Notatallimportant

Important

Veryimportant

Healthbenefitsof
food

Notatallimportant

Important

Veryimportant

Qualityoffood

Notatallimportant

Important

Veryimportant

Onlinereviews

Notatallimportant

Important

Veryimportant

Recommendations
fromothers

Notatallimportant

Important

Veryimportant

7.Howimportantishealthyeatingtoyou?

Notimportant

Important

veryimportant

8.Howoftendoyoueathealthy?

Never

Notoften

Sometimes

Often

Veryoften

9.Doyoufollowarestaurantonsocialmedia?
20

Yes
No
10.Whatappealstoyouaboutfollowingarestaurantonsocialmedia?(checkallthat
apply)
Coupons
Events
NewProducts
CelebrityEndorsement
Other(pleasespecify)
11.Whatisyourgender?
Female
Male
12.Whatisyourage?
18to21
22to25
26to29
30to34

21

AppendixB:SummaryStatistics

Question1:Familiarity
AnswerChoices

Responses

72.36%
144

Yes

27.64%
55

No
Total

199

Question2:Frequencyofpurchase

Never

Notoften

Sometimes

Often

(nolabel)

Very

Total

Often

9.95%
20

28.36%
57

40.80%
82

15.92%
32

4.98%
10

Average
Rating

201

2.78

Question3:Reasonwhyforpurchase

AnswerChoices

Forthetaste

Forthehealthbenefits

Becausemyfriendsdoit

Responses

68.00%
136
70.50%
141
15.00%
30
2.50%
5

Iwouldnever

2.00%

22

Responses
Other(pleasespecify)

TotalRespondents:200

Question4:Whatwouldyoupurchase

AnswerChoices

Responses

29.15%
58

Rawjuice

85.93%
171

Smoothie

20.60%
41

Shake(dairybased)

7.04%
14

Dryfood
TotalRespondents:199

Question5:Whichplaceyouattendthemost

AnswerChoices

JuiceItUp!

JambaJuice

Responses

15.66%
31
59.09%
117
4.55%
9

Robecks

3.03%
6

PlanetSmoothie

Nektar

10.61%
21

Idonotattendsmoothierestaurants

5.05%
10

2.02%

23

Responses
Other(pleasespecify)

Total

198

Question6:Importance

Notatallimportant

Important

Veryimportant

Total

Average

Rating

7.04%
14

57.29%
114

35.68%
71

199

2.29

9.05%
18

48.74%
97

42.21%
84

199

2.33

14.07%
28

51.76%
103

34.17%
68

199

2.20

4.59%
9

35.71%
70

59.69%
117

196

2.55

39.80%
78

46.94%
92

13.27%
26

196

1.73

20.10%
40

51.76%
103

28.14%
56

199

2.08

Speedofservice

Proximityoflocation

Healthbenefitsoffood

Qualityoffood

Onlinereviews

Recommendationsfrom
others

Question7:Importanceonhealthyeating

Notimportant

Important

veryimportant

Total

AverageRating

8.50%
17

(nolabel)

57.00%
114

34.50%
69

200

2.26

Question8:Frequencyofeatinghealthy

Never

(nolabel)

Not

Sometimes

Often

often

0.50%
1

9.00%
18

Very

Total

often

39.00%
78

36.00%
72

15.50%
31

Average
Rating

200

3.57

24


Question9:SocialMedia

AnswerChoices

Responses

38.58%
76

Yes

61.42%
121

No
Total

197

Question10:Reasonwhy

AnswerChoices

Responses

67.23%
119

Coupons

36.72%
65

Events

42.94%
76

NewProducts

10.73%
19

CelebrityEndorsement

8.47%
15

Responses
Other(pleasespecify)
TotalRespondents:177

Question11:Gender

AnswerChoices

Female

Male

Responses

57.95%
113
42.05%
82

25

Total

195

Question12:Age

AnswerChoices

18to21

22to25

26to29

30to34
Total

Responses

45.13%
88
37.95%
74
11.28%
22
5.64%
11
195

26