Introduction

An observational study was conducted in Riyadh, Jeddah, and Dammam to evaluate customers' attitude and behavior toward a new coffee product. Customers were offered a coffee sample, were asked to review it based on specific criteria, and write their feedback along with their different interests including sports, snacks, and health products among other things. The study’s primary measure was to assess the consumers satisfaction with the product. A secondary measure was discovered to relate different interests between different subjects.

The data and sampling method

A questionnaire was given to the consumers by the data collection team after they were given a sample to consider as a new product. The study focused on possible customers between the ages 18 and 55 residing in the three main cities of Saudi Arabia. The respondents were chosen using simple random convenience sampling. This method is a non- probability and therefore has its flaws and risks of biases since it cannot be certain whether or not this data represents the population.

Figure 1 shares the stratification of the sample based on age and gender. It is seen that the age group with the highest responding rate is customers between the ages 18-25.

Females represented a higher portion of the sample compared to males.

A bar chart in Figure 2 ranks interests frequency that were chosen by the consumers from highest frequency to the lowest.

Results

Correlations between interests

In Figure 2 the correlation between consumers interests is presented. It clearly displays how some interests are more likely to be shared by a subject than other interests. An example would be how many customers who are interested in dental hygiene are also interested in skin care. The same trend is seen with women’s products correlating with hair products. This correlation can be used to promote new products to specific customers based similarities shared between the groups.

What did the customers say?

From the entire sample of customers, 80% said they are going to buy the product sampled once it reaches the market. A high percentage of the feedback was focused on sugar and if there were different flavors. Evidently, there was no correlation between interests and satisfaction.

In Figure 4 a map is used to display how willing customers are to buy the new product. the green dots represents the customers willing to buy the product while the orange dots represents the customers that are not willing to buy it.

Riyadh

Dammam

Full Coverage


Discussion

Surveys and questionnaires have proven to be a good and quick tool to measure simple concepts. Employing questionnaires in this observational study provided an insight into the attitude possible customers would have regarding a new coffee product.

In the map presented in Figure 4 it can be assumed that at first glance the map does not have any obvious trends. It gives the opportunity to further investigate the socioeconomic conditions of the neighborhoods as well as the subjects living in them to produce more thorough research findings.