Gloria Jeans Resarch Proposal Essay Example for Free

Gloria Jeans Resarch Proposal EssayGloria Jeans started as a small coffee and gift shop in Chicago, USA in 1979. However, it wasnt until 1995 that the bon ton would become an Australian favourite, when the company was bought out by two Australian business men travelling in the USA. Today, Gloria Jeans operates over 1,000 coffee houses in 39 countries, but it is in Australia they be best know and loved, with over 460 coffee houses in Australia.Gloria Jeans has evolved from a simple coffee house into a specialty store, whirl many different types of coffee, cakes and cold drinks. The market is highly competitive, and Gloria Jeans targets a younger demographic (peoples aged 18-25).Although successful, Gloria Jeans has been stricken hard by giant competitors such as Starbucks and Au Bon Pain entering the Australian market, where Gloria Jeans has historically remained on top. Due to this, the company has decided to perform research to influence the preferences of their consumers, and to allow them to ensure their merchandise mix is appropriate for their current customer base.Research TopicFrom the background information, the following research hassle has been identifiedTo call the types of customers that frequent Gloria Jeans coffee houses, to identify the types of proceedss they purchase or are interested in purchasing, to image the perceived quality of the products offered and to identify the patronage patterns of customers.The primary aim will be to determine the buying behaviour of Gloria Jeans customers, their perception of the products offered, if they prefer to drink coffee in house or take-away, and if the products offered are appropriate for the customers. As well as this, the company also wishes to determine the demographic features of its customers.Research ObjectivesThe boilersuit objective of the research is to identify the consumption behaviour of Gloria Jeans customers. This has been broken into the following three research objectives1) To determine the number of people who drink coffee, the frequency of their intake and whether do they prefer in-house or take-away coffee.2) To identify whether the products available at Gloria Jeans are appropriate for the target market.3) To examine customer attitude towards Gloria Jeans and its competitors in regards to product range, quality and comparability with competitors.These objectives aim to focus the research on the key areas identified and allow the tuition of a strategic research plan.