study on consumer behavior.

1. A PROJECT REPORT ON CONSUMER
BEHAVIOUR REGARDING JUBILEE
CAFETERIA
COURSE TITLE
CONSUMER BEHAVIOUR
MAS 314
SUBMITTED BY
GROUP 5 MEMBERS
AYOADE OLUWASEYI(GROUP LEADER) – SMS/011/10765
FAREMI FUNMILAYO CHRISTIANA - SMS/011/10776
RABIU OLANREWAJU– SMS/012/12320
AKINTAYO FOLASHADE – SMS/012/11048
ABAYOMI
FASHOLA OLUWAFEMI JONATHAN – SMS/011/10777
LECTURER
MRS. ADETOLA

2. LIST OF CONTENTS
Chapter 1
Executive Summary
Chapter 2
Research Objectives
Chapter 3
Research Methodology
Chapter 4
Limitations
Chapter 5
Cafeteria List
Chapter 6
Data Analysis and Interpretation
Chapter 7
Recommendations and Conclusion
Chapter 8
Annexure
Chapter 9
Bibliography

3. CHAPTER 1
EXECUTIVE SUMMARY
This project takes a look into the consumer behavior of student using Jubilee
Cafeteria. The questionnaire and observation methodology was adopted to
help solve the research question, the study shows a report of why, what and
when students prefer to use Jubilee Cafeteria. A comparison was also made
among Jubilee Cafeteria and other cafeterias in the school.
Jubilee Cafeteria is one of the Eight(8) cafeteria's in Bowen University, Iwo,
Osun. Located beside the new female hostel. The cafeteria gets most of its
customers from the new female hostel who are 400 Level students of the
school. Few of their customers are also from the male hostel. On Sundays they
get customers from all levels, after the school chapel service.

4. CHAPTER 2
THE OBJECTIVES OF THE STUDY(RESEARCH PROBLEM)
The research study is undertaken to find out the attitudes of the consumer.
There preferences, likes and dislikes. The objective of this particular study
are;
• To study which cafeteria is mostly preferred by students based on their
choices.
• To know the factors influencing student to use their cafeteria of choice
often.
• To know what will make them prefer Jubilee Cafeteria over other
cafeteria.
• To know the consumer behavior and why student use Jubilee Cafeteria.

5. CHAPTER 3
RESEARCH METHODOLOGY
Research methodology is a way to systematically solve the research problem.
Research Problem – Consumers preference about different cafeteria's in Bowen
University.
Sampling Plan – To sample students from all available departments and level.
Sample Methods – Random simple sampling
Sample Size – 50
Primary Data Collection Tool – a. Questionnaire
b. Observation
Questionnaire Design:
The questionnaires are self administered, the survey is kept simple and user
friendly. Words used in questionnaire are made understandable to all
respondent. We made the questionnaire questions based on the research
problem.
Observation Study:
To find out more details about consumers and know information they might
not want to put on paper, students were observed in various cafeteria.

6. CHAPTER 4
LIMITATIONS
While conducting the research we encountered the following challenges.
• Some respondents were not willing to fill the questionnaire.
• Not all respondent filled all the question appropriately.
• Some respondent were biased and were not willing to reveal the their
true opinion.

7. CHAPTER 5
CAFETERIA LIST
JUBILEE
MUNCHES
KEMI BEE
BLESSED
LONPUS
BUPAF
GLORY
Y2K

8. CHAPTER 6
DATA ANALYSIS AND INTERPRETATION
SEX
Sex is an important factor when consideration location and taste of the
students.
SEX
FREQUENCY
PERCENTAGE(%)
MALE
29
58
FEMALE
21
42
SEX OF RESPONDENT
35
30
FREQUENCY
25
PERCENTAGE
20
58%
42%
15
10
5
0
MALE
FEMALE
SEX
Interpretation: Analysis shows that 58% of respondent are male, while female
respondent are 42%.

9. AGE
AGE
FREQUENCY
PERCENTAGE
14-19
27
54.00%
20-24
21
42.00%
25-29
2
4.00%
AGE OF RESPONDENT
30
FREQUENCY
25
20
15
PERCENTAGE
14-19 = 54%
20-24 = 42%
25-29 = 2%
10
5
0
14-19
20-24
25-29
AGE
Interpretation: The data shows that people of age group of 14-19
use the cafeteria more than any other age group. Age group of 20-24
is 42%. while 25-29 is the lowest with just 2%.

10. LEVEL
LEVEL
FREQUENCY
PERCENTAGE
100
10
20.00%
200
8
16.00%
300
23
46.00%
400
7
14.00%
500
2
4.00%
LEVEL OF RESPONDENT
25
PERCENTAGE
100 = 20%
200 = 16%
300 = 46%
400 = 14%
500 = 4%
FREQUENCY
20
15
10
5
0
100
200
300
400
500
LEVEL
Interpretation: The data show the percentage of 100 level that filled the
questionnaire is 20%, 200 level is 16%, 300 level is 46%, 400 level is 14%,
500 level is 4%. 300 level students filled the most of all in the
questionnaire.

11. DEPARTMENT
Students from the following departments filled the questionnaire;
DEPARTMENT
FREQUENCY
PERCENTAGE
HISTORY AND INTERNATIONAL
STUDIES
3
6.00%
LAW
3
6.00%
MASS COMMUNICATION
6
12.00%
ACCOUNTING
4
8.00%
ECONOMIC
3
6.00%
BANKING AND FINANCE
2
4.00%
CIT
3
6.00%
BUSINESS ADMINISTRATION
6
12.00%
MATH AND STATISTICS
3
6.00%
MEDICINE AND SURGERY
6
12.00%
BIOCHEMISTRY
3
6.00%
SOCIOLOGY
4
8.00%
AGRICULTURE
2
4.00%
PHYSICS
1
2.00%
MICROBIOLOGY
1
2.00%
7
6
HISTORY AND
INTERNATIONAL STUDIES
MASS COMMUNICATION
ECONOMIC
CIT
MATH AND STATISTICS
BIOCHEMISTRY
AGRICULTURE
MICROBIOLOGY
5
4
3
2
1
0
PERCENTAGE
FREQUENCY
LAW
ACCOUNTING
BANKING AND FINANCE
BUSINESS ADMINISTRATION
MEDICINE AND SURGERY
SOCIOLOGY
PHYSICS

12. Interpretation: The data shows that students from all the major
departments in the University filled the questionnaire.
STUDENTS WHO USE JUBILEE
RESPONSE
FREQUENCY
PERCENTAGE
YES
32
64.00%
NO
19
38.00%
RESPONSE
Students who use Jubilee and those who do not.
35
FREQUENCY
30
25
PERCENTAGE
YES = 64%
NO = 38%
20
15
10
5
0
YES
NO
RESPONSE
Interpretation: The data shows 64% of the students who filled the
questionnaire use Jubilee Cafeteria while 38% do not.

13. DATA ANALYSIS FOR STUDENT WHO USE JUBILEE CAFETERIA
WHY THEY PREFER JUBILEE AND WHAT MAKES IT UNIQUE
OPTIONS
FREQUENCY
PERCENTAGE
THEIR SERVICE
10
15.15%
LOCATION
10
15.15%
TASTE
26
39.39%
SPACE/VENTILATION
6
9.09%
PRICE
4
6.06%
HYGIENE
10
15.15%
30
25
FREQUENCY
20
15
10
5
0
LOCATION
THEIR SERVICE
SPACE/VENTILATION
TASTE
PRICE
OPTIONS
HYGIENE

14. HOW OFTEN THEY VISIT JUBILEE
FREQUENCY OF VISIT
FREQUENCY
PERCENTAGE
OFTEN
9
28.13%
VERY OFTEN
9
28.13%
RARELY
5
15.63%
OCCASIONALLY
9
28.13%
10
9
8
FREQUENCY
7
6
5
4
3
2
1
0
OFTEN
VERY OFTEN
RARELY
OCCASIONALLY
FREQUENCY OF VISIT
Interpretation: 9 people out of the total respondents use Jubilee often,
very often and occasional. While just 5 use it rarely.

15. STUDENTS WHO USE OTHER CAFETERIA
19 Students with a total of 38% do not use jubilee cafeteria, the
rest of the survey on this part will be focused on them.
WHY THEY PREFER OTHER CAFETERIA AND WHAT MAKES THEM UNIQUE
OPTIONS
FREQUENCY
PERCENTAGE
LOCATION
7
15.40%
SPACE
2
4.40%
TASTE
18
39.60%
HYGIENE
4
8.80%
SERVICE
5
11.00%
PRICE
2
4.40%
CHOICE
7
15.40%
20
18
16
FREQUENCY
14
12
10
8
6
4
2
0
LOCATION
SPACE
TASTE
HYGIENE
SERVICE
PRICE
CHOICE
OPTIONS
Interpretation: The data shows that student use other cafeteria mostly
because of taste.

16. HOW OFTEN THEY VISIT OTHER CAFETERIAS
FREQUENCY OF VISIT
FREQUENCY
PERCENTAGE
OFTEN
5
33.33%
VERY OFTEN
7
46.66%
RARELY
-
-
OCCASIONAL
3
20.00%
8
7
FREQUENCY
6
5
4
3
2
1
0
OFTEN
VERY OFTEN
RARELY
OCCASIONAL
FREQUENCY OF VISIT
Interpretation: The data shows that students who don't use Jubilee
cafeteria, use other cafeteria's very often, often and occasional.

17. OTHER CAFETERIA OF CHOICE
CAFETERIA
FREQUENCY
PERCENTAGE
KEMI BEE
6
33.33%
BUPAF
3
16.67%
MUNCHES
4
22.22%
BLESSED
5
27.78%
7
6
FREQUENCY
5
4
3
2
1
0
KEMI BEE
BUPAF
MUNCHES
BLESSED
CAFETERIA
Interpretation: The data shows that students who don't use Jubilee use
Kemi bee, Blessed, Munches and Bupaf.

18. OBSERVATION
LOCATION AND CONVENIENCE
The study shows that students prefer to use cafeterias that are nearer to their
location.
EFFECT OF PRICE
Students also prefer to patronize cafeterias that give out at good price,
students are willing to walk to Jubilee cafeteria because of the price benefit.

19. CHAPTER 7
RECOMMENDATIONS AND CONCLUSION
In the overall analysis of the data, Jubilee cafeteria is preferred by most male student
who have had the opportunity to use the cafeteria. Also the cafeteria has good customer
relations. The only limitation is their location, they are located in an area where student
cannot visit easily. Most student prefer convenience over taste or any other factor.

20. CHAPTER 8
ANNEXURE
Consumer ehaviour - MAS 314
Project (Group 5)
Mass Communication Department,
Bowen University, Iwo.
NOTE: This is a questionnaire on THE STUDY OF CONSUMER'S
BEHAVIOUR ON JUBILEE CAFETERIA. We need your sincere
response to these items as they are going to be used purely for
academic purposes. All responses will be treated with strict
confidentiality.
Please read carefully and tick the [ ] to any
question applicable to you.
SECTION A.
1. Sex: Male [
] Female [
2. Age: 14-19 [
] 20-24 [
3. Level: 100 [
] 200 [
]
] 25-29 [
] 300 [
] 30 and above [
] 400 [
] 500 [
]
]
4. Dept: ________________________________
SECTION B.
5. Do you use Jubilee Cafeteria?
Yes [
]
No [
]
6. If Yes/No, why? Specify your cafeteria of choice if No.
_______________________________________________________
7.
What makes your cafeteria of choice unique?

21. A. Their services
SECTION C.
B. Location
C. Taste
D. Choice
8. Why do you prefer your cafeteria of choice?
A. Space/Ventilation
B. Taste
C. Price
D. Hygiene
9. How often do you visit the cafeteria of your choice?
A. Often
B. Very Often
C. Rarely
D. Occasionally
10. What advantages does your cafeteria of choice have over
other cafeterias?
___________________________________________________________
SECTION D.
11. What other cafeteria would you prefer If your cafeteria
of choice is unavailable?
___________________________________________________________
__________
12. Why would you prefer the alternative cafeteria?
___________________________________________________________
__________
13. What would you like your cafeteria of choice to improve
on?
___________________________________________________________
__________
For further comments, opinions, questions and observations,
kindly express yourself below,
___________________________________________________________
___________________________________________________________

22. CHAPTER 9
BIBLIOGRAPHY
HERE IS A LIST OF BOOK THAT WAS CONSULTED DURING THIS
RESEARCH.
1. CONSUMER BEHAVIOUR AND ADVERTISING
MANAGEMENT – MATIN KHAN