Coee Proposal
Diana Rendon
Background
Management Decision Problem
To introduce a new beverage into the market of college students with the intention of increasing sales.
Research Objectives
To determine the attitudes, the behavior, and the demographic characteristics of individuals who are
coffee drinkers and students.
Hypothesis
1. Students who have a higher grade point average are likely to be frequent coffee consumers.
2. Students who consumer large portions of coffee do so to complete school assignments, and prepare
for large studious sessions.
3. Students who drink large sums of coffee generally prefer Starbucks to any other coffee entity.
Significance of Study
A study conducted on students should provide social awareness on how much coffee is consumed by
students and how much that intake can affect the human body.
Information Needs
Age | Gender | GPA | Brand Preference | Brands Consumed | Current Units | Hours Studying | Coffee
Consumption (Dependent Variable)
Research Design
