Project Director

Becherer, Richard

Department Examiner

Jones, Michael; Taylor, Valerie; Henry, Jim

Department

Dept. of Marketing and Entrepreneurship

Publisher

University of Tennessee at Chattanooga

Place of Publication

Chattanooga (Tenn.)

Abstract

This paper and the research within was written to address the specific issue of understanding the college student market and its attitudes towards Mellow Mushroom of Chattanooga. The end use of this paper is to develop marketing communications for Mellow Mushroom that are factually based and best reach the college student market in Chattanooga. Four objectives were defined as critical: (1) to measure UTC student attitudes towards Mellow Mushroom, (2) to compare Mellow Mushroom with local competition, (3) identify ways to attract students, (4) describe the college market. These objectives were used to develop a 54-question survey that was administered to 250 University of Tennessee at Chattanooga students the summer of 2003. The survey data gathered was analyzed and compared to known population data and evaluated in respect to the objectives. The data shows that only 51.2% of UTC students have eaten at Mellow Mushroom and the majority of those students only visit for special occasions. The conclusions and recommendations synthesize the information gathered from the data analysis and pose three possible directions that Mellow Mushroom could go with future marketing communications targeted at the college market. Each recommendation takes into account the project objectives, and the three marketing communications objectives of enhancing attitudes, influencing behavior, and 2 facilitating purchase. The key to these recommendations is their foundation in the understanding of the target market gained from this project.

Degree

B. S.; An honors thesis submitted to the faculty of the University of Tennessee at Chattanooga in partial fulfillment of the requirements of the degree of Bachelor of Science.

Date

3-2004

Subject

Restaurants--Marketing--Tennessee--Chattanooga; Consumer satisfaction--Tennessee--Chattanooga; College students as consumers--Tennessee--Chattanooga

Discipline

Marketing

Document Type

Theses

Extent

ii, 79 leaves

DCMI Type

Text

Language

English

Call Number

LB2369.5 .R855 2004

Rights

http://rightsstatements.org/vocab/InC/1.0/

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