University of Canberra

E6372
Marketing Research Methods

<<Shermay Cooking School>>

Submitted to: Mr Francis Soh

Date of Submission: 1 June 2010

Done by:
Ng Xiangrui (U3049100)

Chang Shirlene (U3044240)

Joleen Tan (U3024618)

Sam Weng Cham (U3043164)

Stanley (U3043165)

Letter Of Transmittal

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2 June 2010

Mr Francis Soh
Asiainstitut of Management
20 Bideford Road, Wellington Building
#01-03
Singapore 229921

Dear Mr Soh:

We are submitting herewith our report entitled “Shermay Cooking School” as partial fulfillment of the Marketing
Research Management course requirement.

The main purpose of this report is to master a set of concepts on how to make an effective marketing research
management proposal centered on the opportunity which Shermay Cooking School would like to explore. The
proposal shows a detailed scope of works, approaches, and methodologies, findings and analysis, and
conclusion of the above mentioned study.

We hope that this report will merit your approval.

Respectfully yours,

Ray Ng

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 Table of Contents

List of Illustrations.........................................................................................................................................4
........................................................................................................................................................................5
........................................................................................................................................................................7
Executive summary......................................................................................................................................10
1.0 Introduction............................................................................................................................................12
1.1 Research Problem..............................................................................................................................12
1.2 Objectives of Research.......................................................................................................................12
1.3 Assumptions and Limitations.............................................................................................................12
1.4 Research Hypothesis..........................................................................................................................13
2.0 Research Design and Methodology.......................................................................................................13
2.1 Research Methods..............................................................................................................................13
2.2 Sampling and Data Collection...........................................................................................................13
3.0 Findings and Analysis............................................................................................................................14
4.0 Conclusion.............................................................................................................................................15
5.0 Recommendations..................................................................................................................................16
6.0 Appendice..............................................................................................................................................17

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List of Illustrations

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Executive summary
The purpose of this project is to understand the behavior of potential
customers and their cooking pattern, and to gauge their perception and attitude
towards online cooking lessons.

We can only collect information on customer’s satisfaction of price of the

overall merchandise with no control to the execution of the survey and the
existence of acquiescence error. We use quantitative research method using
descriptive design which is using survey forms. Convenience sampling was used
where the type of survey research is purchase – intercept interview to obtain
information.

From the findings and analysis, male, age of 31-40 years old make up the bulk
of Lucky Store’s customers. In addition, 84% of the respondents have purchased
products from Lucky Store. This shows that they are satisfied with Lucky Store. 96%
of the respondents think that Lucky Store is conveniently located while 70%
respondents strongly agree that the store hours are convenient for their shopping
needs. It also shows that 70 respondents strongly agree that the store atmosphere
and decor is appealing.

From the findings, it shows that 50% of them strongly agree and 36% of them
agree that there is a good selection of products in the store. A majority of the
respondents, 48% of them strongly agree and 30% of them agree that the prices of
electrical products are the lowest in Holland village. All the 100 respondents agree
that merchandise sold were of premium quality and 80% of the respondents think
that products are value for money. 92% of them think that the merchandise
displays are attractive and 80% of respondents said that the items they wanted
were in stock. Overall, in terms of merchandise, customers are satisfied with the
merchandise mix, displays, quality and price.

In terms of product knowledge, 92% of respondents agreed that staff at Lucky

Store display good understanding of the products. For customer service aspects like
promptness in attending to customers, helpfulness, grooming and friendliness of
staffs, majority of the respondents gave positive responses. 66% of the customers
strongly agreed that they were very satisfied with the customer service in the shop.

A majority of 92% of the customers were very satisfied with the price they
paid for their purchases. From the customers’ feedback, 88% of them were very
satisfied with Lucky Store and would recommend the store to their friends. There is
a majority of 84% of the customers who would patronize Lucky store.

From the responses collected from the survey, respondents were generally
satisfied with the store image, merchandise carried by Lucky Store, and customer
services provided. These results collected were similar to the previous data

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gathered from the focus group. Some respondents expressed disagreement is about
the store convenience, store image, operating hours and customer service.

Lucky Store might want to do research of what the bulk of customers buy
when they visit Lucky Store. Background music can be played in the store and
should maintain their service level or to improve to 100% customer satisfaction
which can be one of their unique selling points.

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1.0 Introduction

1.1 Research Problem

Shermay Cooking School is a renowned culinary school in

Singapore specializing in Peranakan cooking. In recent years, it has
added repertoire of other food cultures with its diverse cooking classes
taught by award winning chefs in western and asian cuisine to pastry
making.

Shermay Cooking School has been successful with their current

physical operations and would like to explore the opportunities of
offering online cooking classes. This opportunity identified was to reach
out to people who enjoy cooking / does cook, but do not have time to
attend physical lessons at the school.

The target group of customers is those who would like fuss free
cooking with delightful results equivalent to restaurant standards.
These customers are usually time poor, equipped with basic cooking
skills and have interest to further their repertoire of culinary skills.

1.2 Objectives of Research

The research objective of this study is to understand the

behavior of potential customers and their cooking pattern, and to
gauge their perception and attitude towards online cooking lessons.

1.3 Assumptions and Limitations

• Our survey results and sample size may not be 100%

representative of the whole population.
• The non-probability sampling method employed may provide
indicative findings but not conclusive of the population.
• The respondents of the survey skewed younger and only 7
representatives for the age group 45-55 years old.
• Assumption made was respondents who has used YouTube
before are technologically savvy.

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 1.4 Research Hypothesis

1. People who have cooking experience are more interested to

further their skills in cooking.
2. They have multiple sources of accessing cooking knowledge and
are technologically savvy.
3. They have higher income level, purchasing power and appreciate
cooking as a lifestyle.
4. With online service (online cooking lessons) it can enhance
cooking experience and serves as a complementary product to
existing cooking classes’ package.
5. Increase in services may translate to more sign-up at Shermay’s
Cooking School.

2.0 Research Design and Methodology

2.1 Research Methods

This research is constructed by using quantitative research

method and descriptive design. A questionnaire is employed for the
purpose of data collection.

2.2 Sampling and Data Collection

The data collection utilized non-probability sampling method to

choose respondents for the survey, where not all members have an
equal chance of being selected. Under non-probability sampling
method, convenience and judgement sampling was used, where
samples are drawn at convenience of our researchers and qualified for
the study.

The type of survey research used is person administered and

online survey. Respondents were qualified through asking filtering
questions before actual data was collected. A sample size of 100
respondents, who had prior cooking experience and used YouTube
before, was interviewed from 6 May 2010 to 10 May 2010. The
collected data was tabulated and analyzed.

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3.0 Findings and Analysis
From graph 1.1 and 1.2, the profiles of the respondents are 59
females and 41 males, and around 50% of them cook at least 2-3 times
a week, if not daily. The survey results also show that females cook
10% more frequently than males. The survey also skewed younger due
to the sampling method used.

From Graph 1.3, respondents in Professional/ Management, Sales

and Marketing and Administrative occupations cooked more frequently
compared with other occupation profiles.

As shown in Graph 1.4.1 and 1.4.2, 43% of the respondents are

interested in online cooking demonstrations, with 38% whose
occupations are also in Professional/Management, Sales and Marketing
and Administrative field. The annual income level of those who
expressed interest in online cooking demonstration is at least $30,000.
This represents the level of purchasing power among these groups of
potential customers, and also the probability of owning a facility for
online transactions (e.g. Credit cards).

In Graph 1.5, for people who cook frequently (at least 2-3 times a
week to daily basis), cooking is cited as a healthier alternative
compared to eating out (23%), followed by social activity (16%) and
personal interest (14%). In contrast, only 7 % found it as more
economical to cook than eat out. We can infer that either consumers’
spending power has increased or cooking does not enjoy economies of
scale at individual / domestic level. It also presents an opportunity in
terms of the offerings which Shermay might consider; lessons with
focus on healthy diets and/or cooking as a form of social business (i.e
dating / matchmaking/ social / Teambuilding events).

In terms of preference of mode towards learning cooking (Graph

1.6), 71% of respondents are interested in ‘Class Demonstration by
Trained Chefs’ and interest towards online cooking demonstration is
the lowest at 43%. This is an interesting comparison with how
respondents learn their recipes, with around 50% of respondents who
has indicated online recipes sites as source for learning cooking in
Graph 1.7.
It could suggest that cooking is regarded more as a social activity
given the collective learning environment via classroom, teambuilding
and family baking and culinary workshops. And also the level of
interactivity which could enhance their learning experience. Graph 1.8
shows that Youtube is still primarily used for personal entertainment
and general surfing than using it as a mode for learning new skills and
researching for information. It suggests that online cooking

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programmes may not be effective as a means for learning with
respondents preferring interactive learning circumstances on a face to
face basis.

According to Graph 1.9, convenience is the driving factor behind

respondents who would use Online learning as opposed to classroom
learning, and respondents who selected this belongs to Professional/
Management, Sales and Marketing and Administrative occupations. It
suggests to a certain extent that these consumers are time poor and to
target this segment, Shermay might need to explore recipes that are
healthy and fast to prepare. Dessert and pastries was being rated as
the most favorite choice for learning in cooking programmes with 77
people liking it followed by Japanese, Chinese, Peranakan, Local, Italian
and French cuisines whereas Korean cuisine being the least favorite
(Graph 2.0).

4.0 Conclusion
Most of the respondents are working professionals
(Professional/Management, Sales & Marketing & Administrative
personnel) ranging from 25-54, and female respondents cook more
frequently compared to male respondents.

From the responses garnered from the survey, working

professionals are more receptive towards online cooking
demonstration programmes compared to other professions. These
segments of respondents appreciate the convenience of learning
online more. We can also infer that they are more technologically
savvy, with online recipe sites as the mode of sourcing and learning
new recipes supplemented with knowledge sharing with friends and
family as well.

Cooking is no longer part of a regular routine but increasingly a

focus for health as well as socializing and a hobby/ personal interest.
The respondents who cook frequently are also endowed with higher
purchasing power compared to housewives budget. It will represent
another market opportunity which Shermay will have to augment their
cooking programmes to cater to the consumers’ need for healthier
diets.

While online cooking demonstration received about 43% of

respondents being interested, the primary activity associated with the
Internet is still predominated by communications and leisure according

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to an Annual Survey on usage by households and individuals in 2008
from Infocomm Development Authority of Singapore.

In conclusion, this report represents a shift in cooking patterns

and behaviors of today’s working professionals and that cooking is an
experiential learning process, which cannot be replaced totally by
technology.

5.0 Recommendations
As presented in the findings and analysis, 43% of respondents
expressed interest in learning cooking via online demonstration
compared to 71% of respondents interested in learning via class
demonstrations, 102% interested in learning cooking as a teambuilding
activity and family baking and culinary workshop altogether. Shermay
can explore providing teambuilding courses through culinary learning
experience to explore corporate business segment as well to build
collective larger volume of customers as compared to the current
business model of individual student sign ups.

This is because the proliferation of the internet and learning

resources from other avenues may be a threat to consumer segment
of Shermay’s business. However, being said, there are also 69% on
respondents who are interested in online cooking classes /
demonstration citing the convenience factor. The time savings on
commuting to a physical location as well as being able to duplicate the
learning in the comfort of their desired locations (e.g. home) could be
one of the possible reasons.

Nonetheless, convenience and health focus can be an area for

Shermay to explore. They may consider online cooking classes as a
supplementary subscription where customers can sign up for a
monthly fee to access different regiments of cuisines courses. In
particular, the dessert and pastry could be further augmented to test
the market responses before embarking on offering more extensive
online culinary courses.

As the sampling size may not be representative of the study, it

helps to provide a preliminary insight of the changing needs and

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behaviors of consumers towards cooking and sets the tone for future
researches.

6.0 Appendice

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Graph 1.1

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Graph 1.2

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Graph 1.3

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Graph 1.4.1

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Graph 1.4.2

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Graph 1.5

Graph 1.6

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Graph 1.7

Graph 1.8

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Graph 1.9.1

Graph 1.9.2

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Annex 1: Sample of survey questionnaire
CONSUMERS’ COOKING PATTERN AND PREFERENCE
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Hello, I am a University student studying the subject- Marketing Research Methods.
Your kind assistance in completing this survey for study purposes is appreciated. The
purpose of this survey is to understand the cooking patterns and preference of consumers
and to gauge their opinion towards online cooking class. It would be greatly appreciated
if you can take a few minutes of your time to complete this questionnaire. If you have any
question about the study, please contact my Lecturer – Ms Raechel
(raechel.Johns@canberra.edu.au ). This survey should only take approximately ten
minutes of your time.

Section A
1. What is the reason which inspires you to cook? (Choose ALL that apply)

( ) Daily Routine

( ) Healthier compared to eating out

( ) Social Activity

( ) Economical to cook than eating out

( ) Personal Interest

2. How often do you cook at home?

( ) Daily

( ) 2 – 3 times weekly

( ) Once a month

( ) Once in a blue

3. Where do you get most of the recipes you use? (Choose ALL that apply)

( ) Online recipes sites

( ) Family and Friends

( ) Cooking magazines and books

( ) Television cooking programmes

( ) Product packages

( ) Cooking Class

4. Have you ever attend cooking classes before?

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 ( ) Yes

( ) No

5. Please tick the top 3 that will influence you to participate in cooking classes?

( ) Learn new recipes that are quick easy and delicious

( ) Learn new cooking skill

( ) Teach my children how to cook

( ) Help my family to improve the way they eat

( ) Join a family program everyone can enjoy

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6. Please rate your interest from the scale of 1 – 5 in the following cuisines / recipes for
cooking programme?

Not Very

Interested Interested

Authentic Peranakan / Nonya Cuisine 1 2 3 4 5

Chinese Cuisine 1 2 3 4 5

Japanese Cuisine 1 2 3 4 5

Korean Cuisine 1 2 3 4 5

Italian Cuisine 1 2 3 4 5

French Cuisine 1 2 3 4 5

Local Cuisine 1 2 3 4 5

Dessert and Pastry 1 2 3 4 5

7. Please rate your interest from the scale of 1 – 5 in the following activity you would prefer
to learn your cooking skill?

Not Very

Interested Interested

Class Demonstrations by trained chefs 1 2 3 4 5

Online Demonstrations by trained chefs 1 2 3 4 5

Baking and Culinary Team Building 1 2 3 4 5

Family Baking and Culinary Workshop 1 2 3 4 5

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8. How often do you access YouTube Website?

( ) Daily

( ) 2 – 3 times weekly

( ) Once a month

( ) Once in a blue moon

9. Please tick the Top 2 purposes of accessing YouTube Website?

( ) Personal Entertainment

( ) Learn new skills

( ) Research for information

( ) Content creation: Upload and share videos

( ) General Surfing

10. What is the motivation to use online learning opposed to classroom learning? (Choose
ALL that apply)

( ) Convenience

( ) Novelty

( ) Ability to multi tasking

( ) Cost effective

( ) Ability to learn at own pace

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Section B

11. What is your gender?

( ) Male

( ) Female

12. Which Age Group do you belong to?

( ) 25 - 34 years old

( ) 35 - 44 years old

( ) 45 - 55 years old

13. What is your Occupation / Job related?

( ) Professional/Management

( ) Sales/Service/Marketing

( ) Administrative/Executive/Secretarial

( ) Business Owner/Sole Proprietor

( ) Student/Retired

( ) Housewife/Home-maker

( ) Others

14. What is your Annual Income level?

( ) < $ 15,000

( ) $ 15,000 - $30,000

( ) $ 30,001 - $ 50,000

( ) $ 50,001 - $ 75,000

( ) > $75,000

Thank you for your participation in the survey and wishing you have a nice day
ahead..!!!

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Annex 2: Secondary research/References
Website
1) Susan. 2003.Shermay’s Cooking School. [online],
http://www.shermay.com [Accessed 21 May 2010]

Books
1) Wilson, A. 2006. Marketing Research An Integrated Approach.
England: Pearson Education Limited

3) SPSS results in CD

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