A Study for the Improvement of
Ice Cream Cake Sales in
SALT LAKE COUNTY
UTAH
STRONWIN CONSULTING
November 2005
STRONWIN CONSULTING
Table of Contents
Preliminaries
Letter of Completion ..............................................................................................................3
Engagement Letter .................................................................................................................4
Executive Summary ...............................................................................................................8
Introduction
Purpose .................................................................................................................................12
Procedures ............................................................................................................................12
Delimitations and Scope ......................................................................................................13
Limitations............................................................................................................................13
Background ..........................................................................................................................14
Research
Objectives ..............................................................................................................................16
Methodology .........................................................................................................................16
Findings and Analysis .........................................................................................................19
Survey Results ......................................................................................................20
Strong Correlation Findings ...............................................................................49
Weak Correlation Findings ................................................................................53
Significant Association Findings ........................................................................61
Findings Other………………………………………………………………… 66
Conclusions & Recommendations
Conclusions ..........................................................................................................................70
Recommendations ................................................................................................................72
Appendices
Appendix A: Focus Groups Transcripts .............................................................................74
Appendix B: Questionnaire .................................................................................................79
Appendix C: Cross Tabulation: Significant Associations for Further Study ....................82
Appendix D: Unclear correlations ....................................................................................124
Appendix E: Recommendation Justification ....................................................................137
Appendix F: Margin of Error............................................................................................140
Appendix G: Sample Size Calculation ..............................................................................142
Appendix H: Table of Association & Correlation ............................................................144
Appendix I: Z-tests .............................................................................................................146
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Preliminaries
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Letter of Completion
November 14, 2005
Brad Nielsen, Director of Creamery Operations-Utah
Creamery Headquarters
9311 E. Via De Ventura
Scottsdale, AZ 85258
Dear Mr. Nielsen:
We are pleased to submit to you our completed market research project. We have thoroughly
sought to identify the effectiveness of frozen cake sales in the Salt Lake County demographics.
We are confident that our project and report will meet your expectations, and we hope that our
findings and recommendations will be useful to Cold Stone Creamery in increasing revenue and
profit.
The following report contains the results of the research and includes the following:
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Introduction to the Project
Research Objectives
Methodology
Findings
Analysis of the Findings
Conclusions
Recommendations
This research study has been conducted as accurately as possible, with every effort taken to
reduce possible errors. Our team enjoyed this experience and values it as a very important part
of our education. We appreciate all the time and support you have given to this project, and we
hope you continue to use BYU marketing students in the future.
Sincerely,
STRONWIN CONSULTING
Jess Arrington
Otto Stronach Shill, IV
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Engagement Letter
October 5, 2005
Brad Nielsen, Director of Creamery Operations-Utah
Creamery Headquarters
9311 E. Via De Ventura
Scottsdale, AZ 85258
Dear Mr. Nielsen:
Thank you for the opportunity to speak with you concerning the current marketing situation of
Cold Stone Creamery’s frozen cake unit. We look forward to working with you as we study and
survey Utah residents over the next several weeks. We have provided this letter as a means to
inform you of our plans in carrying out the project, as well as to put both our expectations in
writing.
Background
The combination of ice cream and cake is one many Americans have enjoyed at an early age. Ice
cream cakes have long been a special part of celebrating from birthday parties and office parties
to baby showers and bridal showers. Cold Stone has revolutionized ice cream cakes by quality,
freshness, and innovation, which reflects the company's overall image. Cold Stone’s ice cream
cakes became available nationwide April 17, 2004. Cold Stone combines the very best of ice
cream and cake by layers of moist cake and the highest quality ice cream, wrapped in fluffy
white frosting or rich, fudge ganache. And greatest of all, you can customize your own cake and
ice cream combination, which is the true Cold Stone fashion! Cold Stone Creamery ice cream
cakes average around $27 for a large round. Cakes are available in medium, large, and
rectangular sizes, along with creatively designed cakes specifically for children. However, sales
have not been as high as hoped in Salt Lake County. The purpose of this study is to find out
why. Our hypothesis is that most consumers are not aware of Cold Stone’s ice cream cakes.
Objectives
The market study will provide data about why people do not buy ice cream cakes at Cold Stone.
Our hypothesis is that they do not do so because they are unaware of the availability of said
product. Our research will also show what amount of cake sales Cold Stone could expect if
100% market awareness were achieved. Additionally, we will perform taste-test comparisons
with leading competitors to find out what customer preferences are and in what areas Cold Stone
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can improve its cake business. We will also make recommendations about how to inform the
community of this product.
Schedule
Our planned approach and time frame consists of the following four phases:
Phase 1: Information Gathering
During this phase we will conduct focus groups with random Utah residents to gather as much
information as we can about Utah residents’ awareness and product preferences. We will find
out residents’ opinions of Cold Stone’s ice cream and cakes. The focus group sessions will be
taped for your review.
Phase 2: Questionnaire Design and Administration
Using the information we collect in phase one, we will design a questionnaire to survey a larger
portion of the Utah population. The questionnaire will focus on specifics, provide a large
amount of qualitative data, and provide the foundations for estimated distribution with 100%
market information of product availability.
Phase 3: Analysis
During this phase we will calculate the results of the questionnaire and organize the data. The
data will then be subjected to rigorous statistical testing to ensure the data is statistically
significant. We will then analyze the data to look for important conclusions and relationships.
Phase 4: Delivery
The findings, analysis, and final recommendations will be submitted to Cold Stone Creamery
during an in-class presentation on November 14, 2005, at 3:30 p.m. The presentation will
include visual aids and will be open to questions. The project will officially conclude with this
formal oral and written report to be presented by Stronwin Consulting to Cold Stone Creamery
management.
Deliverables
Two copies of the final written report will be delivered at the time of the final presentation; both
these copies will then become the property of Cold Stone Creamery. We will also provide a hard
copy of our PowerPoint presentation. All aforementioned articles will also be provided in
electronic format.
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Roles of Research Team and Client
Stronwin Consulting intends to deliver information that is reliable, representative, and credible to
help Cold Stone Creamery determine how to develop its cake division and increase division
sales. Stronwin Consulting is a partnership of Jess Arrington and Otto Shill. Our entire research
project will be under the supervision of Dr. Michael D. Geurts, marketing professor at the BYU
Marriott School of Management. Status reports and most communications between our research
team and Cold Stone Creamery will be through Brad Nielsen, director of creamery operations for
Utah.
Disclaimer and Confidentiality
The signers of this engagement letter are responsible for the preparation of a report to Cold Stone
Creamery. The information gathered will be information believed to be accurate and from
reliable sources, but its accuracy and reliability cannot be guaranteed. Brigham Young
University, its boards, employees, students, and the Marriott School of Management are not
responsible for the work and research conducted under this study or for the resulting
recommendations. Cold Stone Creamery, its employees, franchisees, directors, and board agree
to hold harmless the Marriott School of Management, its faculty and administration, and the
students preparing the report for work relating to this project, for the resulting information and
recommendations, and for any implementation of the recommendations.
Upon completion of the study, the findings and the recommendations of the project will become
the sole property of Cold Stone Creamery. The Marriott School of Management maintains the
right to retain up to ten copies of the final report for later educational purposes. The signers of
this document agree that private and sensitive information obtained as a result of this study
relating to Cold Stone Creamery will not be disclosed to parties unrelated to this study without
Cold Stone Creamery’s prior written approval.
Status reporting
Every week prior to the completion of the project and its final presentation on November 14,
2005, the research team will be reporting to Brad Nielsen on the progress.
Fees
Our base fee will be negotiated along with the other project this semester at another time. All
necessary monetary expenditures to bring this project to its final completion will be paid by Cold
Stone Creamery. These include but are not limited to the following:
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Focus group and survey participant incentives (100 gift certificates)
Audio or video recording costs of the focus groups (4 groups, 30 minutes each)
Survey photocopying costs (up to 3 pages per survey, 500 copies)
Printing, binding, and copying of the final project report (to be determined)
Presentation costs as defined by the class (Cold Stone Creamery will provide lunch for
approximately 15 students in our class on the day of the presentation)
We look forward to working with you on this important endeavor. Please sign below, evidencing
your agreement to and approval of the terms of this engagement letter. An original signed copy
of this letter should then be returned to Dr. Michael Geurts at the following address:
Michael Geurts
Brigham Young University
692 TNRB
Provo, UT 84602
Sincerely,
Jess Arrington
(801) 318-2593
jesser@byu.net
Otto Stronach Shill, IV
(801) 310-9484
oshill@byu.edu
Michael D. Geurts
(801) 422-2398
mdg2@email.byu.edu
Accepted by:
Brad Nielsen
Director of Creamery Operations, Utah
Date
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Executive Summary
Jess Arrington and Otto Shill (hereafter referred to as Stronwin Consulting) conducted a research
project for Cold Stone Creamery to help the company develop a strategy to increase ice cream cake
sales in Salt Lake County. After meeting with Brad Nielsen, the director of creamery operations for
Utah, Stronwin Consulting determined the basic objectives of the project to be to determine the
following for Salt Lake County:
 How Cold Stone Creamery can improve the sale of ice cream cakes
 An appropriate price range for Cold Stone ice cream cakes
 The factors of greatest import in the ice cream cake buying decision
Focus Groups. Our first goal was to understand customers’ basic perceptions of Cold Stone
Creamery, their knowledge of the Cold Stone ice cream cake product line, and their needs and
preferences when buying ice cream cakes. Stronwin Consulting conducted two focus groups to this
end.
Focus Group 1. The first focus group gave us an idea of where to start with the project and survey
design. We found that several things were important to these focus group participants. We added
many of these items to our survey for statistical testing:
 Cold Stone was unknown as an ice cream cake maker
 Cold Stone charges more than the focus group expected
 They buy cakes for up to 15 people on average
 They know Baskin-Robbins sells cakes because of its display models
 Coupons are the preferred method of advertising
 Cold Stone has a competitive advantage by letting consumers choose the flavor of ice cream
and the mix-ins for their cakes
 Along with customizing, Cold Stone should provide decorations for sale in the store
 Samples
Focus Group 2. We learned from this group several things that helped us fine tune our survey. Some
of their comments that we used to form the survey are:
 Location is key (close by)
 This group was not price sensitive
 Cold Stone is not recognized as a maker of ice cream cakes
 Baskin-Robbins and Dairy Queen are well known because of the packaging
 Cakes are well visible in Baskin-Robbins and Dairy Queen
 Baskin-Robbins and Dairy Queen always have a full cake freezer
 Cold Stone is priced well for their expectations
 Television or coupons are a good form of advertising
 Make cakes more visible in store, a creation board?
 Flip-through books
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

Samples
Table advertisements
Reposition freezer
Survey. Stronwin Consulting used the information gathered in the focus groups to create a survey to
administer to residents of Salt Lake County. Mr. Nielsen wanted to target all consumers in Salt Lake
County; therefore, we decided to administer the survey by mail so as to get a random, representative
sample. However, after viewing the potential expenses involved, we decided that administering the
surveys by mail would not be cost effective. As a result, we administered the survey by telephone to
Salt Lake County residents.
The questions in our survey were focused on understanding if people were regular customers at Cold
Stone Creamery or another ice cream parlor, their ice cream eating habits, their ice cream cake buying
habits, and what is important to them when they buy an ice cream cake. Also, we asked them to tell us
what they would expect to pay for an ice cream cake and tell us where they were most likely to buy
their next ice cream cake.
Our most important findings were the following:
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On average, consumers expect to pay $20.25 for an ice cream cake that serves 16 people—
Cold Stone is over priced, more than 74% higher than some competitors.
On average, consumers are unlikely to buy their next ice cream cake from Cold Stone
Creamery.
The purchase of ice cream cakes is twice as correlated with frequenting Baskin-Robbins as
with frequenting Cold Stone Creamery.
75% of consumers would or do buy ice cream cakes for birthday parties.
On average, taste is very important (6.19/7) to consumers.
On average, price is important (5/7) to consumers.
On average, distance from the consumer is important (4.8/7).
On average, consumers are willing to pay a 10% premium for taste (5.4/7), closeness to vendor
(4.96/7), and when the event is more important (5.52/7).
On average, consumers are willing (4.78/7) to pay a 10% premium for more customization
options. The level of importance given to customization is positively correlated with a
consumer’s willingness to pay more for better customization options.
Our key recommendations are as follows:


Cold Stone Creamery should lower the overall price of ice cream cakes to be closer to
competitors’ prices
Cold Stone needs to take the following steps to increase awareness of its ice cream cake line:
o Advertise in some way, either with direct mail coupons, media or print advertising.
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o Reorient the stores so that the ice cream freezer is in the direct line of sight when
consumers walk in the door.
o Provide a flip book of ice cream cakes on a stand that consumers can leaf while in line.
o Increase the visibility of the signs in the store. Make the cake creation board similar to
that for ice cream.
o Offer samples of ice cream cakes more often.
o Sell a prepackaged product out of the freezers that will attract children, such as the
Dilly Bars ® at Dairy Queen.
Coupon discounts should be targeted toward those who live closer to another maker of ice
cream cakes than to Cold Stone because consumers are willing to pay a 10% premium in order
to buy from a vendor that is closer to them.
Target ice cream cake marketing to birthday parties.
Exploit the premium taste of Cold Stone ice cream.
Cold Stone should add sample cakes for more important events such as weddings, baptisms,
bar mitzvah, etc. to the flip book in addition to birthday and standard cakes.
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Introduction
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Purpose
The purpose of this research project is to improve the sales of ice cream cakes in the Salt Lake County
Cold Stone Creamery locations. The questions that we will answer follow:
1. How aware are residents of Salt Lake County that Cold Stone Creamery makes and sells ice
cream cakes?
2. How likely are Salt Lake County consumers to buy their next ice cream cake from Cold Stone
Creamery?
3. Why do people buy ice cream cakes?
4. How important are price, taste, visual appeal, distance to the vendor, and the ability to
customize to consumers considering the purchase of an ice cream cake?
5. How much are people willing to pay for an ice cream cake?
6. How willing are consumers to pay a 10% increase in price for a premium ice cream cake with
better taste and visual appeal from Cold Stone?
Answering these questions will help uncover how Cold Stone can increase the sales of ice cream
cakes.
Procedures
Stronwin Consulting followed several steps during the course of the project to ensure accuracy.
Below is a list of the procedures that we followed:
Preliminary Steps
 Meet with Brad Nielsen to understand the client needs and define the target market
 Formulate objectives that the project seeks to meet
Pre-Survey Steps
 Conduct a focus group to understand consumer needs and preferences
 Create a survey using the results of the focus group so that we can establish statistical
significance and make appropriate recommendations
 Determine when, where, and how to conduct the survey
 For sample size calculation See Appendix G
Survey Steps
 Recruit telephone representatives
 Administer the survey
 Compile the results of the survey
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Post-Survey Analysis
 Analyze the results of the survey to fulfill the objectives of the survey and find other
associations and correlations of interest
 Form conclusions that directly fulfill the objectives and answer all pre-project questions
 Use the data, focus groups, and conclusions to form well-grounded recommendations on how
Cold Stone Creamery can improve ice cream cake sales in Salt Lake County
 Present our findings along with our recommendations to Brad Nielsen, other Cold Stone
Creamery representatives, and Dr. Geurts’s Business Management 442 class in an oral
presentation and in written form vis-à-vis this report.
Delimitations and Scope
The scope of this report is limited to determining an effective marketing campaign only for Salt Lake
County. The survey was administered only to residents of Salt Lake County. Therefore, the results of
this study should not be used as the sole resource in preparing a marketing campaign to increase the
sale of ice cream cakes in other markets.
We chose to use telephone surveys in addition to the focus groups because mail was cost prohibitive.
Many other methods were available to us, but because of cost and time involvement we decided that
telephone surveys were the best method for this project. We consulted with marketing professionals
before we used these survey methods. In addition, the survey that we administered was reviewed and
approved by two marketing professionals before being administered.
Limitations
Frame Error. Purchasing a phone list was cost prohibitive; therefore, we randomly selected phone
numbers out of the phone book. We did so using Microsoft Excel® to generate the page, column, and
line numbers randomly. Then we looked these numbers up in the most recent edition of the Quest Dex
White Pages telephone directory for Salt Lake County. This causes a frame error for two reasons:
(1) some phone numbers are unlisted (both unlisted by request and cellular phone numbers), (2) not
everyone has a telephone, members of the same household usually share a phone, and (3) some phone
numbers take up two lines in the phone book, so they have a better chance of being selected. We
controlled for the fourth cause of frame error by alternating between the above and below selection
when the line selected did not have a listed telephone number. The frame error has the effect of
preventing a truly random sample.
Non-response Error. The telephone representatives found that between 5% and 10% of the people
who we called answered their phones. Of those who answered the phone, only about 50% completed
the entire survey. Non-response error also occurred when respondents refused to continue in the
middle of the survey or refused to answer questions such as their income level. We controlled for the
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incomplete surveys by throwing them out and for the respondents not answering the income question
by substituting the average for their income as per the instructions of a marketing professional.
Response Error. There is a possibility that respondents lied to us while taking the survey or that they
did not understand a question, but pretended to understand and guessed at the answer.
Validity Error. Validity error occurs when we ask for the respondents’ annual income. Although
there is validity in understanding the relationships that income has with the other variables, this
question is typically asked to understand buying power. Income does not accurately measure buying
power. Someone with a high income may have high debt or alimony payments that reduce his or her
buying power, while a lower-income, debt-free person may have equivalent or greater buying power
than the aforementioned person.
Background
The combination of ice cream and cake is one many Americans have enjoyed at an early age. Ice
cream cakes have long been a special part of celebrating from birthday parties and office parties to
baby showers and bridal showers. Cold Stone has revolutionized ice cream cakes by quality, freshness,
and innovation, which reflects the company's overall image. Cold Stone’s ice cream cakes became
available nationwide April 17, 2004. Cold Stone combines the very best of ice cream and cake by
layers of moist cake and the highest quality ice cream, wrapped in fluffy white frosting or rich, fudge
ganache. And greatest of all, you can customize your own cake and ice cream combination, which is
the true Cold Stone fashion! Cold Stone Creamery ice cream cakes average around $27 for a large
round. Cakes are available in medium, large, and rectangular sizes along with creatively designed
cakes specifically for children. However, sales have not been as high as hoped in Salt Lake County.
The purpose of this study is to find out why.
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Research
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Objectives
THE MAIN OBJECTIVE – to understand why Cold Stone Creamery ice cream cake sales are low
in Salt Lake County and make recommendations to improve said sales.
SECONDARY OBJECTIVES – As secondary objectives, we will gather other market information
that will assist Cold Stone Creamery in understanding its target market and informing and selling to
said market. These objectives are detailed in the purpose section of this report.
Most of the secondary objectives pertain directly to our project; however, the variables used to achieve
our secondary objectives can also be useful outside of the context of the project as well.
Methodology
Understanding the Client’s Needs
The first step in this research project was to understand the needs of our client. We met with Brad
Nielsen, director of creamery operations for Utah, to better understand his needs. After the meeting
we understood that Mr. Nielsen wanted to understand why Cold Stone Creamery ice cream cakes do
not sell very well and how Cold Stone Creamery can increase the sale of ice cream cakes. Mr. Nielsen
defined the target market to be Salt Lake County.
In order to understand why Cold Stone Creamery ice cream cake sales are low, we first pondered and
investigated the answers to the following questions that are also listed in the purpose section of this
report:
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



How aware are residents of Salt Lake City that Cold Stone Creamery makes and sells ice
cream cakes?
How likely are Salt Lake County consumers to buy their next ice cream cake from Cold Stone
Creamery?
Why do people buy ice cream cakes?
How important are price, taste, visual appeal, distance to the vendor, and the ability to
customize to consumers considering the purchase of an ice cream cake?
How much are people willing to pay for an ice cream cake?
How willing are consumers to pay a 10% premium for cakes with better taste, visual appeal,
more for a premium ice cream cake from Cold Stone?
We felt that by understanding the answers to these questions we would be able to understand how
Cold Stone Creamery can increase the sale of ice cream cakes in Salt Lake County.
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The Focus Groups
Our focus groups were designed to help us understand what factors were most important to consumers
when considering the purchase of an ice cream cake. We conducted two focus groups from distinct
economic groups so as to ensure a more accurate representation of consumers in Salt Lake County.
Each participant of the focus groups received two gift certificates for a free ice cream creation at Cold
Stone Creamery. During our focus groups, we discussed the reasons that consumers buy ice cream
cakes, what features they most appreciate about the cakes, what price they are willing to pay for an ice
cream cake, their personal awareness of Cold Stone Creamery ice cream cakes, and the participants’
personal recommendations to Cold Stone Creamery on how to improve customer awareness of Cold
Stone Creamery ice cream cakes.
Our focus groups indicated to us that the five most important factors they considered when purchasing
an ice cream cake are price, taste, visual appeal, the ability to customize the cake, and the distance to
the vendor. Additionally, they raised the question of whether Cold Stone Creamery is overpriced.
The participants gave us a variety of reasons for which a consumer would purchase an ice cream cake.
Each focus group lasted about an hour.
The Questionnaire Design
The focus groups helped us understand the key concepts in the purchase of an ice cream cake. We
originally designed our survey to be mailed out to people. As a part of that survey, we asked
consumers their taste preferences among the ice cream cake brands that they had tried in the past. We
also planned on conducting a blind taste test to find out how Cold Stone Creamery compared to other
brands in perceived quality. However, Mr. Nielsen asked Stronwin Consulting to refrain from giving
competitor products to consumers. In response to this request, we redesigned the survey and decided
against conducting a blind taste test.
To this point, all of our surveys had been designed to be administered by U.S. mail. However,
Mr. Nielsen felt that the cost of a mail survey would be prohibitive. In response, we redesigned the
survey to be administered by telephone. We allowed for free responses and categorized the answers
after the survey had been administered. The surveys were administered using the telephones in the
Marriott School of Management Career Center. Calling Salt Lake County required long distance
phone calls, so at the request of Mr. Nielsen, the BYU Field Studies Office accrued and paid for all
long distance charges.
Analysis
We analyzed the collected data in SPSS statistical software. All categorical data was analyzed using
cross-tabulation and chi-squared statistics. The interval data was analyzed using correlation and
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regression. When both interval and categorical data were analyzed together, cross-tabulation and chisquared statistics were used.
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Findings and Analysis
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Survey Results
NOTE: The following tables show the results of the survey, showing the number of responses we got
for each category, along with the percentage of the total results. Please note that although we have
given interpretations of the answers 1 through 7, we administered the survey on a scale of 1 to 7. The
interpretations are only for the convenience of the reader. The percentages in these tables were found
to have a margin of error of +/- 4%, statistically significant to a 95% level of confidence. In other
words, if this survey were repeated numerous times, 95% of the time the results would be within 4%
of the results given here.
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Survey Results
Question 1: How long has it been since you ate ice cream at an ice cream parlor like Baskin-Robbins,
Cold Stone, or Dairy Queen?
Response
Less than 1 Week
1 Week to 1 Month
1 to 2 Months
3 Months to 4
Months
5 to 6 Months
7 to 8 Months
9 to 10 Months
10 Months to a Year
1 Year +
Count
12
17
19
Percent
11.0%
15.7%
17.6%
13
14
1
0
14
18
12.0%
13.0%
1.0%
0.0%
13.0%
16.7%
Q.1
Number of Respondents
20
18
16
14
12
10
8
6
4
2
0
Less than 1
Week
1Week to 1
M o nth
1to 2 M o nths 3 to 4 M o nths 5 to 6 M o nths 7 to 8 M o nths
9 to 10
M o nths
10 M o nths to
a Year
1Year +
How Long has it Been Since You Ate Ice Cream at an Ice Cream Parlor?
Q.1 shows how long it has been since survey respondents last ate ice cream at an ice cream parlor.
More than half of respondents have eaten ice cream at an ice cream parlor within the last 4
months.
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Question 2: How often do you eat ice cream at an ice cream parlor like Baskin-Robbins, Cold Stone,
or Dairy Queen?
Response
Weekly or More
2 Times per Month
Monthly
6 Times per Year
4 Times per Year
2 Times per Year
1 Time a Year
Count
9
5
15
3
15
26
35
Percent
8.3%
4.6%
13.9%
2.8%
13.9%
24.1%
32.4%
Q.2
Number of Respondents
40
35
30
25
20
15
10
5
0
Weekly o r M o re
2 Times per
M o nth
M o nthly
6 Times per Year
4 Times per Year
2 Times per Year
1Time a Year
How Often do You Eat Ice Cream at an Ice Cream Parlor?
Q.2 shows how frequently respondents eat at an ice cream parlor. More than 70% of respondents eat
ice cream at an ice cream parlor four times per year or less.
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Question 3: How long has it been since you ate pre-packaged ice cream?
Response
Less than 1 Week
1 Week to 1 Month
1 to 2 Months
3 Months to 4
Months
5 to 6 Months
7 to 8 Months
9 to 10 Months
10 Months to a Year
1 Year +
Count
34
36
21
Percent
31.5%
33.3%
19.4%
5
6
0
0
1
5
4.6%
5.6%
0.0%
0.0%
0.9%
4.6%
Q.3
Number of Respondents
40
35
30
25
20
15
10
5
0
Less than 1
Week
1Week to 1
M o nth
1to 2 M o nths 3 to 4 M o nths 5 to 6 M o nths 7 to 8 M o nths
9 to 10
M o nths
10 M o nths to
a Year
1Year +
How Long has it Been Since You Ate Pre-packaged Ice Cream?
Q.3 confirms that ice cream is a true American treat. Most respondents had eaten ice cream within the
last two months. Likely, ice cream is consumed more frequently at home because of its lower
cost and added convenience.
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Question 4: How often do you eat pre-packaged ice cream?
Response
Weekly or More
2 Times per Month
Monthly
6 Times per Year
4 Times per Year
2 Times per Year
1 Time a Year
Count
35
16
21
4
13
8
11
Percent
32.4%
14.8%
19.4%
3.7%
12.0%
7.4%
10.2%
Q.4
Number of Respondents
40
35
30
25
20
15
10
5
0
Weekly o r M o re
2 Times per
M o nth
M o nthly
6 Times per Year
4 Times per Year
2 Times per Year
1Time a Year
How Often do You Eat Pre-packaged Ice Cream?
Q.4 shows that most people in the target market consume pre-packaged ice cream frequently, with far
more than half doing so at least monthly.
24
STRONWIN CONSULTING
Question 5: How many times a year do you eat at Baskin-Robbins?
Response
Count
57
29
12
5
4
1
0
1 to 2
3 to 5
6 to 10
11 to 26
27+
Percent
52.8%
26.9%
11.1%
4.6%
3.7%
0.9%
Q.5
Number of Respondents
60
50
40
30
20
10
0
0
1 to 2
3 to 5
6 to 10
11 to 26
27+
How Many Times a Year Do You Eat at Baskin Robbins?
Q.5 shows the number of times consumers of the Salt Lake County market eat at Baskin-Robbins in a
year. Other things that we learn from this data are:

Average  2.7 visits per year

Most visits per year  100
25
STRONWIN CONSULTING
Question 6: How many times a year do you eat at Dairy Queen?
Response
0
1 to 2
3 to 5
6 to 10
11 to 26
27+
Count
61
22
17
6
2
0
Percent
56.5%
20.4%
15.7%
5.6%
1.9%
0.0%
Q.6
Number of Respondents
70
60
50
40
30
20
10
0
0
1 to 2
3 to 5
6 to 10
11 to 26
27+
How Many Times a Year Do You Eat at Dairy Queen?
Q.6 shows the number of times consumers of the Salt Lake County market eat at Dairy Queen in a
year. Other things that we learn from this data are:

Average  1.6 visits per year

Most visits per year  15
26
STRONWIN CONSULTING
Question 7: How many times a year do you eat at Cold Stone Creamery?
Response
0
1 to 2
3 to 5
6 to 10
11 to 26
27+
Count
59
35
6
2
5
1
Percent
54.6%
32.4%
5.6%
1.9%
4.6%
0.9%
Q.7
Number of Respondents
70
60
50
40
30
20
10
0
0
1 to 2
3 to 5
6 to 10
11 to 26
27+
How Many Times a Year Do You Eat at Cold Stone Creamery?
Q.6 shows the number of times consumers of the Salt Lake County market eat at Cold Stone Creamery
in a year. Other things that we learn from this data are:

Average  2.3 visits per year

Most visits per year  80
27
STRONWIN CONSULTING
Question 8: How many times a year do you purchase ice cream cakes?
Response
0
1
2
3
4
5
6
7+
Count
74
19
10
2
1
1
0
1
Percent
68.5%
17.6%
9.3%
1.9%
0.9%
0.9%
0.0%
0.9%
4
5
Q.8
Number of Respondents
80
70
60
50
40
30
20
10
0
0
1
2
3
6
7+
How Many Times a Year Do You Purchase Ice Cream Cakes?
Q. 8 shows that for the most part people do not purchase ice cream cakes. These results are of interest
because we wanted to know what percentage of the population purchase ice cream cakes. Our
research shows that approximately 30% of the population has purchased ice cream cakes in the
past year. Also, later we will discuss correlations that we found between this and other
variables. On average, the population purchases 0.59 cakes per person. However, among
those who purchase ice cream cakes, 1.94 cakes are purchased per capita.
28
STRONWIN CONSULTING
Question 9: For what events do you buy ice cream cakes?
Response
Birthday
Party
Holiday
Father's Day
Mother's Day
Family Visit
1st Kiss
2nd Kiss
Valentines Day
Graduation
Engagement
Anniversary
Bar mitzvah
Special Occasion
Fun
Self
Count
81
13
6
4
2
1
1
1
2
1
1
1
1
1
2
1
Percent
75.0%
12.0%
5.6%
3.7%
1.9%
0.9%
0.9%
0.9%
1.9%
0.9%
0.9%
0.9%
0.9%
0.9%
1.9%
0.9%
Se
lf
Bi
Fu
n
90
80
70
60
50
40
30
20
10
0
rth
da
y
Pa
rty
Ho
Fa
li
th d ay
er
's
M
D
ot
he ay
r 's
D
Fa
ay
m
ily
Vi
s
1s it
tK
iss
Va 2n d
le
Ki
nt
in ss
es
D
G
ay
ra
du
En
a
ga tion
ge
An men
ni
t
ve
rs
Sp Ba ary
rm
ec
it
ia
l O zka
cc
as
io
n
Number of Respondents
Q.9
For What Events Do You Buy Ice Cream Cakes?
Q.9 shows the events for which people buy ice cream cakes. The majority of respondents would
purchase an ice cream cake for a birthday party. Therefore, we recommend that Cold Stone
target birthday parties when marketing ice cream cakes. Additionally, there are several other
occasions for which the general population would purchase ice cream cakes. Due to the
diversity of occasions for which the target market will purchase ice cream cakes, the ability to
customize the cakes is of great importance.
29
STRONWIN CONSULTING
Question 10: Where can you buy ice cream cakes?
Response
Baskin-Robbins
Grocery Store
Cold Stone
Dairy Queen
Other
Count
71
55
21
20
7
Percent
65.7%
50.9%
19.4%
18.5%
6.5%
Q.10
Number of Respondents
80
70
60
50
40
30
20
10
0
Baskin Robbins
Grocery Store
Cold Stone
Dairy Queen
Other
Where Can You Buy Ice Cream Cakes?
Q.10 shows that of all the vendors, consumers most recognize Baskin-Robbins as a maker of ice cream
cakes. For this question, respondents were allowed to respond freely without any prompts.
Multiple answers were allowed because we wanted to understand the market awareness of ice
cream cake offerings. The “other” column was used as a catchall for responses that we
received like Ben & Jerry’s, out-of-state specialty stores, and other infrequent answers.
Consumers are next most aware that grocery stores sell ice cream cakes. The extent of BaskinRobbins market awareness is shown by the fact that all grocery stores are grouped together and
still do not have enough market awareness to eclipse Baskin-Robbins. Cold Stone and Dairy
Queen have similar, low market awareness rates. Cold Stone needs to increase market
awareness.
30
STRONWIN CONSULTING
Question 11: Where would you be most likely to purchase an ice cream cake?
Response
Baskin-Robbins
Grocery Store
Cold Stone
Dairy Queen
Other
Count
50
27
17
7
2
Percent
46.3%
25.0%
15.7%
6.5%
1.9%
Q.11
Number of Respondents
60
50
40
30
20
10
0
Baskin Robbins
Grocery Store
Cold Stone
Dairy Queen
Other
Where Would You be Most Likely to Purchase an Ice Cream Cake?
Q. 11 shows where customers are most likely to purchase an ice cream cake. As can be seen, the
likely market share follows the same trend as market awareness (Q.10). Further information
on this particular issue can be found in the analysis section of the report.
31
STRONWIN CONSULTING
Question 12: On a scale of 1 (least aware) to 7 (most aware), how aware are you that Cold Stone
Creamery makes ice cream cakes?
Response
1
2
3
4
5
6
7
Interpretation
Definitely Unaware
Very Unaware
Unaware
As Aware As Unaware
Aware
Very Aware
Definitely Aware
Count
69
8
3
1
3
1
23
Percent
63.9%
7.4%
2.8%
0.9%
2.8%
0.9%
21.3%
Q.12
Number of Respondents
80
70
60
50
40
30
20
10
0
Least Aware
2
3
4
5
6
Most Aware
How Aware are You that Cold Stone Creamery Makes Ice Cream Cakes?
Q.12 shows that the general population of Salt Lake County is generally unaware that Cold Stone
Creamery makes ice cream cakes. Additionally, this is a polar question. For the most part,
people are aware or they are not. Few answers can be found in the middle. Using a z-test and a
confidence level of 95%, the results prove significant against a neutral response value of four.

On average  2.6 / 7.0

27 of 107 respondents said they were aware to some degree (5, 6, or 7)

79 of 107 respondents said they were unaware to some degree (1, 2, or 3)

Only 1 respondent said they were as aware as unaware (4)
32
STRONWIN CONSULTING
Question 13: Within the next year, how likely are you to buy your next ice cream cake from Cold
Stone Creamery?
Response
Definitely Unlikely
Highly Unlikely
Unlikely
As Likely as
Unlikely
Likely
Highly Likely
Definitely Likely
Count
40
19
16
Percent
37.0%
17.6%
14.8%
3
5
13
12
2.8%
4.6%
12.0%
11.1%
Number of Respondents
Q.13
45
40
35
30
25
20
15
10
5
0
Definitely
Unlikely
Highly
Unlikely
Unlikely
As Likely as
Unlikely
Likely
Highly Likely
Definitely
Likely
Within the Next Year, How Likely are You to Buy Your Next Ice Cream Cake
From Cold Stone Creamery?
Q.13 is a purchase intention question. Based on the results of our study and standard marketing
practice, we can forecast that approximately 23.15% of the population will purchase ice cream
cake from Cold Stone at least once after they become aware that Cold Stone offers this
product. Using a z-test and a confidence level of 95%, the results prove significant against a
neutral response value of four.
NOTE: This question was administered after the respondents were made aware that Cold Stone
Creamery makes and sells ice cream cakes.
33
STRONWIN CONSULTING
Question 14: How many times each year do you make your own ice cream cake?
Response
0
1 to 2
3 to 5
6 to 10
Count
40
11
2
2
Percent
37.0%
10.2%
1.9%
1.9%
Q.14
Number of Respondents
45
40
35
30
25
20
15
10
5
0
0
1 to 2
3 to 5
6 to 10
How Many Times Each Year Do You Make Your Own Ice Cream Cake?
Q.14 suggests that most people do not make their own ice cream cakes. However, those who do make
their own ice cream cakes do so only once or twice each year.
34
STRONWIN CONSULTING
Questions 15-19: On a scale of 1 (least important) to 7 (most important), how important are each of
the following:
Question 15: Price
Response
1
2
3
4
5
6
7
Interpretation
Definitely Unimportant
Very Unimportant
Unimportant
As important As Unimportant
important
Very important
Definitely important
Count
9
4
9
16
21
17
32
Percent
8.3%
3.7%
8.3%
14.8%
19.4%
15.7%
29.6%
Q.15
Number of Respondents
35
30
25
20
15
10
5
0
1
2
3
4
5
6
7
How Important is Price?
Q.15 suggests that the majority of the target market considers price to be an important aspect of their
ice cream cake purchase decision. On the scale of 1-7, the average response rate with price was
5, the mode was 7, and the standard deviation was 1.87. Using a z-test and a confidence level
of 95%, the results prove significant against a neutral response value of four.
35
STRONWIN CONSULTING
Question 16: Taste
Response
1
2
3
4
5
6
7
Interpretation
Definitely Unimportant
Very Unimportant
Unimportant
As important As Unimportant
Important
Very important
Definitely important
Count
0
2
4
4
14
23
61
Percent
0.0%
1.9%
3.7%
3.7%
13.0%
21.3%
56.5%
Q. 16
Q.17
Number of Respondents
70
60
50
40
30
20
10
0
1
2
3
4
5
6
7
How Important is Taste?
Q.16 shows that taste is one of the more important factors in the ice cream cake purchase decision. On
the scale of 1-7, the average response rate with taste was 6.18, the mode was 7, and the
standard deviation was 1.2. Using a z-test and a confidence level of 95%, the results prove
significant against a neutral response value of four.
36
STRONWIN CONSULTING
Question 17: Visual Appeal
Response
1
2
3
4
5
6
7
Interpretation
Definitely Unimportant
Very Unimportant
Unimportant
As important As Unimportant
Important
Very important
Definitely important
Count
13
10
17
17
21
15
15
Percent
12.0%
9.3%
15.7%
15.7%
19.4%
13.9%
13.9%
Q. 17
Q.16
Number of Respondents
25
20
15
10
5
0
1
2
3
4
5
6
7
How Important is Visual Appeal?
Q.17 suggests that the visual appeal of the cake is not as important as price. A broad spectrum of
importance is given to this aspect of the purchase decision depending on the buyer and their
specific needs. On the scale of 1-7, the average response rate with visual appeal was 4.19, the
mode was 5, and the standard deviation was 1.9. Using a z-test and a confidence level of 95%,
the results prove significant against a neutral response value of four.
37
STRONWIN CONSULTING
Question 18: Distance to the vendor
Response
1
2
3
4
5
6
7
Interpretation
Definitely Unimportant
Very Unimportant
Unimportant
As important As Unimportant
Important
Very important
Definitely important
Count
5
3
12
23
21
29
15
Percent
4.6%
2.8%
11.1%
21.3%
19.4%
26.9%
13.9%
Q. 18
Q.19
Number of Respondents
35
30
25
20
15
10
5
0
1
2
3
4
5
6
7
How Important is the Distance to the Vendor?
Q.18 suggests that although consumers differ in their view of the importance of the distance to the
vendor, overall they tend to prefer to make purchases closer to home or work. On the scale of
1-7, the average response rate with vendor was 4.85, the mode was 6, and the standard
deviation was 1.56. Using a z-test and a confidence level of 95%, the results prove significant
against a neutral response value of four.
38
STRONWIN CONSULTING
Question 19: Ability to customize
Response
1
2
3
4
5
6
7
Interpretation
Definitely Unimportant
Very Unimportant
Unimportant
As important As Unimportant
Important
Very important
Definitely important
Count
9
9
12
17
24
18
19
Percent
8.3%
8.3%
11.1%
15.7%
22.2%
16.7%
17.6%
Q. 19
Q.18
Number of Respondents
30
25
20
15
10
5
0
1
2
3
4
5
6
7
How Important is the Ability to Customize?
Q.19 shows that there is a widely varied opinion about the importance of the ability to customize ice
cream cakes. On the scale of 1-7, the average response rate with customization was 4.56, the
mode was 5, and the standard deviation was 1.84. Using a z-test and a confidence level of
95%, the results prove significant against a neutral response value of four.
39
STRONWIN CONSULTING
Question 20: How much would most people expect to pay for an ice cream cake that serves 16
people?
Response
$0 to $10
$11 to $15
$16 to $20
$21 to $25
$26 to $30
$31 to $40
Count
11
25
31
23
11
7
Percent
10.2%
23.1%
28.7%
21.3%
10.2%
6.5%
Q.20
Number of Respondents
35
30
25
20
15
10
5
0
0 to 10
11 to 15
16 to 20
21 to 25
26 to 30
31 to 40
How Much Would Most People Expect to Pay For an Ice Cream Cake that
Serves 16 People?
Q.20 shows a fairly even distribution of what people expect to pay for ice cream cakes, however, the
distribution is skewed slightly to the left. This suggests that although the greater concentration
of people expects to pay lower amounts, there are a few groups of people who expect to pay
more than most for ice cream cakes. On average consumers expect to pay $20.25.
40
STRONWIN CONSULTING
Questions 21-25: On a scale of 1 (least willing) to 7 (most willing), how willing would you be to pay
an additional $ ______ (10% more than answer to question 20) for…:
Question 21: Taste
Response
1
2
3
4
5
6
7
Interpretation
Definitely Unimportant
Very Unimportant
Unimportant
As important As Unimportant
Important
Very important
Definitely important
Count
6
5
2
10
26
22
37
Percent
5.6%
4.6%
1.9%
9.3%
24.1%
20.4%
34.3%
Q.21
Number of Respondents
40
35
30
25
20
15
10
5
0
1
2
3
4
5
6
7
How Willing Would You be to Pay an Additional 10 % More for Taste?
Q.21 shows that the majority of consumers are willing to pay an additional 10% to purchase an ice
cream cake with a superior taste or flavor. On the scale of 1-7, the average response rate with
paying 10% with taste was 5.40, the mode was 7, and the standard deviation was 1.71. Using a
z-test and a confidence level of 95%, the results prove significant against a neutral response
value of four.
41
STRONWIN CONSULTING
Question 22: Visual appeal
Response
1
2
3
4
5
6
7
Interpretation
Definitely Unimportant
Very Unimportant
Unimportant
As important As Unimportant
Important
Very important
Definitely important
Count
9
4
7
20
31
24
13
Percent
8.3%
3.7%
6.5%
18.5%
28.7%
22.2%
12.0%
Q.22
Number of Respondents
35
30
25
20
15
10
5
0
1
2
3
4
5
6
7
How Willing Would You be to Pay an Additional 10 % More for Visual Appeal?
Q.22 shows that people are willing to pay more for a better visual appeal. On the scale of 1-7, the
average response rate with paying 10% with visual appeal was 4.70, the mode was 5, and the standard
deviation was 1.66. Using a z-test and a confidence level of 95%, the results prove significant against
a neutral response value of four.
42
STRONWIN CONSULTING
Question 23: Ability to customize
Response
1
2
3
4
5
6
7
Interpretation
Definitely Unimportant
Very Unimportant
Unimportant
As important As Unimportant
Important
Very important
Definitely important
Count
3
7
10
23
30
18
17
Percent
2.8%
6.5%
9.3%
21.3%
27.8%
16.7%
15.7%
Q.23
Number of Respondents
35
30
25
20
15
10
5
0
1
2
3
4
5
6
7
How Willing Would You be to Pay an Additional 10 % More for the Ability to
Customize?
Q.23 shows that people are willing to pay more for customization. On the scale of 1-7, the average
response rate with paying 10% with ability to customize was 4.78, the mode was 5, and the standard
deviation was 1.54. Using a z-test and a confidence level of 95%, the results prove significant against
a neutral response value of four.
43
STRONWIN CONSULTING
Question 24: Closeness to the vendor
Response
1
2
3
4
5
6
7
Interpretation
Definitely Unimportant
Very Unimportant
Unimportant
As important As Unimportant
Important
Very important
Definitely important
Count
5
5
10
14
29
25
20
Percent
4.6%
4.6%
9.3%
13.0%
26.9%
23.1%
18.5%
Q.24
Number of Respondents
35
30
25
20
15
10
5
0
1
2
3
4
5
6
7
How Willing Would You be to Pay an Additional 10 % More for the Closeness
to the Vendor?
Q.24 suggests that overall consumers are willing to pay more for the convenience of purchasing from
a vendor that is closer to their work or home. Q.22 shows that people are willing to pay more for a
better visual appeal. On the scale of 1-7, the average response rate with paying 10% with the closeness
to the vendor was 4.96, the mode was 5, and the standard deviation was 1.63. Using a z-test and a
confidence level of 95%, the results prove significant against a neutral response value of four.
44
STRONWIN CONSULTING
Question 25: Importance of the event for which the cake is being purchased
Response
1
2
3
4
5
6
7
Interpretation
Definitely Unimportant
Very Unimportant
Unimportant
As important As Unimportant
Important
Very important
Definitely important
Count
6
4
4
4
24
28
38
Percent
5.6%
3.7%
3.7%
3.7%
22.2%
25.9%
35.2%
Q.25
Number of Respondents
40
35
30
25
20
15
10
5
0
1
2
3
4
5
6
7
How Willing Would You be to Pay an Additional 10 % More for the Importance
of the Event for which the Cake is Being Purchased?
Q.25 shows that in general consumers are willing to pay more if the event for which they are
purchasing the ice cream cake is of greater importance. Q.22 shows that people are willing to pay
more for a better visual appeal. On the scale of 1-7, the average response rate with paying 10% with
importance of the event was 5.52, the mode was 7, and the standard deviation was 1.68. Using a z-test
and a confidence level of 95%, the results prove significant against a neutral response value of four.
45
STRONWIN CONSULTING
Question 26: What gender are you?
Response
Male
Female
Count
41
67
Percent
38.0%
62.0%
Q.26
Number of Respondents
80
70
60
50
40
30
20
10
0
Male
Female
Gender
Q.26 shows that of the respondents there was a 3:2 ratio of females to males.
46
STRONWIN CONSULTING
Question 27: What is your age?
Response
0 to 18
19 to 25
26 to 35
36 to 45
46 to 55
56 to 65
66+
Count
7
14
27
23
11
14
12
Percent
6.5%
13.0%
25.0%
21.3%
10.2%
13.0%
11.1%
Q.27
Number of Respondents
30
25
20
15
10
5
0
0 to 18
19 to 25
26 to 35
36 to 45
46 to 55
56 to 65
66+
Age
Q.27 shows that the majority of our respondents were between the ages of 26 and 45.
47
STRONWIN CONSULTING
Question 28: What is your approximate annual household income?
Response
$0 to $35,000
$35,001 to $70,000
$70,001 to $105,000
$105,001 to $150,000
$150,001+
Count
16
29
50
9
4
Percent
14.8%
26.9%
46.3%
8.3%
3.7%
Q.28
Number of Respondents
60
50
40
30
20
10
0
$ 0 to $ 35,000
$ 35,001to $ 70,000
$ 70,001to $ 105,000
$ 105,001to $ 150,000
$ 150,001+
What is Your Approximate Annual Household Income?
Q.28 shows that the median income of respondents was between $70,001 and $105,000. As noted in
the limitations section of our report, when respondents refused to give their income level, the
group average, $84,805, was used in place of their income.
48
STRONWIN CONSULTING
Findings:
Strong Correlations
Section Purpose:
This appendix contains strong correlations (Pearson Correlation between 0.45
and 0.7) that we found in our research.
49
STRONWIN CONSULTING
FSC.1
Dependent: Willingness to pay 10% premium for ice cream cakes with a superior level of
customization
Independent: Level of importance to consumer: level of customization
This strong correlation suggests that customers are willing to pay a 10% premium for more
customization options the more important that they feel customization of an ice cream cake is.
Correlations
CustomizationPayMore
CustomizationImportance
Pearson Correlation
Sig. (2-tailed)
N
Pearson Correlation
Sig. (2-tailed)
N
Customizati
onPayMore
1
Customization
Importance
.458**
.000
108
108
.458**
1
.000
108
108
**. Correlation is significant at the 0.01 level (2-tailed).
Model Summ ary
Change St atist ics
Model
1
R
R Square
.458a
.210
Adjust ed
R Square
.203
St d. Error of
the Es timate
1.378
R Square
Change
.210
F Change
28.211
df1
1
df2
106
Sig. F Change
.000
a. Predic tors: (Constant), Cus tomizationImport anc e
Coeffi cientsa
Model
1
(Const ant)
CustomizationImportance
Unstandardized
Coeffic ient s
B
St d. Error
3.028
.355
.384
.072
St andardiz ed
Coeffic ient s
Beta
.458
t
8.524
5.311
Sig.
.000
.000
a. Dependent Variable: CustomizationPay More
50
STRONWIN CONSULTING
FSC.2.A
Dependent: Buy ice cream cakes
Independent: Eat at Baskin-Robbins: times per year
There is a strong correlation between how many times a consumer eats at Baskin-Robbins every year
and how many ice cream cakes are purchased every year.
Correlations
EatBRperYear
PurchaseIce
CreamCakes
Pearson Correlation
Sig. (2-tailed)
N
Pearson Correlation
Sig. (2-tailed)
N
PurchaseIce
CreamCakes
.719**
.000
108
106
.719**
1
.000
106
106
EatBRperYear
1
**. Correlation is significant at the 0.01 level (2-tailed).
Model Summ ary
Change St atist ics
Model
1
R
R Square
.719a
.517
Adjust ed
R Square
.513
St d. Error of
the Es timate
.912
R Square
Change
.517
F Change
111.493
df1
1
df2
104
Sig. F Change
.000
a. Predic tors: (Constant), Eat BRperYear
Coeffi cientsa
Model
1
(Const ant)
EatBRperYear
Unstandardized
Coeffic ient s
B
St d. Error
.353
.092
.092
.009
St andardiz ed
Coeffic ient s
Beta
.719
t
3.843
10.559
Sig.
.000
.000
a. Dependent Variable: PurchaseIc eCreamCak es
51
STRONWIN CONSULTING
FSC.2.B
Dependent: Buy ice cream cakes
Independent: Eat at Cold Stone: times per year
The above should be compared with the number of cakes a consumer purchases in a year and the
number of times that a consumer eats a Cold Stone Creamery in a year (See Appendix E).
Correlations
PurchaseIce
CreamCakes
EatCSperYear
Pearson Correlation
Sig. (2-tailed)
N
Pearson Correlation
Sig. (2-tailed)
N
PurchaseIce
CreamCakes
1
EatCSperYear
.361**
.000
106
106
.361**
1
.000
106
107
**. Correlation is significant at the 0.01 level (2-tailed).
Model Summ ary
Change St atist ics
Model
1
R
R Square
.361a
.130
Adjust ed
R Square
.122
St d. Error of
the Es timate
1.225
R Square
Change
.130
F Change
15.557
df1
1
df2
104
Sig. F Change
.000
a. Predic tors: (Constant), Eat CSperYear
Coeffi cientsa
Model
1
(Const ant)
EatCSperYear
Unstandardized
Coeffic ient s
B
St d. Error
.472
.124
.056
.014
St andardiz ed
Coeffic ient s
Beta
.361
t
3.816
3.944
Sig.
.000
.000
a. Dependent Variable: PurchaseIc eCreamCak es
52
STRONWIN CONSULTING
Findings:
Weak Correlations
NOTE: This appendix contains weak correlations that are strong enough for regression (Pearson
Correlation between 0.2 and 0.45). We recommend that further investigation be made into these
correlations. Although they are only weakly correlated, these correlations provide valuable
information about how Cold Stone can improve its cake sales.
53
STRONWIN CONSULTING
FWC.1
Dependent: Consumer level of awareness that Cold Stone Creamery makes ice cream cakes
Independent: Eat at Cold Stone: times per year
Although a weak correlation, the more often that people eat at Cold Stone each year, the more likely
they are to know that Cold Stone makes ice cream cakes. Also, it is interesting to note that
approximately for every 11 (10.8) visits to Cold Stone a consumer’s awareness level increases by 1 on
the 7-point scale.
Correlations
CSAware
EatCSperYear
Pearson Correlation
Sig. (2-tailed)
N
Pearson Correlation
Sig. (2-tailed)
N
CSAware
1
EatCSperYear
.313**
.001
107
107
.313**
1
.001
107
107
**. Correlation is significant at the 0.01 level (2-tailed).
Model Summ ary
Change St atist ics
Model
1
R
R Square
.313a
.098
Adjust ed
R Square
.089
St d. Error of
the Es timate
2.370
R Square
Change
.098
F Change
11.377
df1
1
df2
105
Sig. F Change
.001
a. Predic tors: (Constant), Eat CSperYear
Coeffi cientsa
Model
1
(Const ant)
EatCSperYear
Unstandardized
Coeffic ient s
B
St d. Error
2.391
.238
.092
.027
St andardiz ed
Coeffic ient s
Beta
.313
t
10.050
3.373
Sig.
.000
.001
a. Dependent Variable: CSAware
54
STRONWIN CONSULTING
FWC.2
Dependent: Make own ice cream cake: times per year
Independent: Eat at Baskin-Robbins: times per year
This correlation shows that when people eat at Baskin-Robbins more often, they tend to make their
own ice cream cakes more frequently. This makes sense when we consider the power of suggestion.
As shown by our survey, many people would not be willing to pay $25 for an ice cream cake at
Baskin-Robbins, but while they are eating ice cream at the store they see the ice cream cakes for sale
and decide to make them for themselves.
Interestingly, the same is not true of people shopping at Cold Stone Creamery. Further studies may
validate the above suggestion or the studies may show that there is no real correlation between eating
frequently at a specific ice cream parlor and others making ice cream cakes. However, because there
is also a strong correlation between eating at Baskin-Robbins and buying ice cream cakes, I am led to
believe that there is a correlation here. Cold Stone should seek to increase their customers’ awareness
that they make ice cream cakes. An additional area of further study would be what causes people to
make their own ice cream cakes instead of buying them at the parlor.
Correlations
MakeOwn
Cakes
MakeOwnCakes
EatBRperYear
EatBRperYear
.387**
.000
108
108
.387**
1
.000
108
108
Pearson Correlation
Sig. (2-tailed)
N
Pearson Correlation
Sig. (2-tailed)
N
1
**. Correlation is s ignificant at the 0.01 level (2-tailed).
Model Summ ary
Change St atist ics
Model
1
R
R Square
.387a
.150
Adjust ed
R Square
.142
St d. Error of
the Es timate
1.087
R Square
Change
.150
F Change
18.678
df1
1
df2
106
Sig. F Change
.000
a. Predic tors: (Constant), Eat BRperYear
Coeffi cientsa
Model
1
(Const ant)
EatBRperYear
Unstandardized
Coeffic ient s
B
St d. Error
.259
.108
.045
.010
St andardiz ed
Coeffic ient s
Beta
.387
t
2.387
4.322
Sig.
.019
.000
a. Dependent Variable: MakeOwnCakes
55
STRONWIN CONSULTING
FWC.3
Dependent: Make own ice cream cake: times per year
Independent: Buy ice cream cakes
This weak correlation shows that people who buy more ice cream cakes also make more of their own.
People tend to make one additional ice cream cake for every 4.2 ice cream cakes that they purchase.
This would be an interesting area for additional study. Why do people make their own ice cream
cakes? Is there any correlation between purchasing ice cream cakes and making your own? Is this
data representative of the parent population or is it a sample error?
Correlations
MakeOwn
Cakes
MakeOwnCakes
PurchaseIce
CreamCakes
PurchaseIce
CreamCakes
1
.264**
.006
108
106
.264**
1
.006
106
106
Pearson Correlation
Sig. (2-tailed)
N
Pearson Correlation
Sig. (2-tailed)
N
**. Correlation is s ignificant at the 0.01 level (2-tailed).
Model Summ ary
Change St atist ics
Model
1
R
R Square
.264a
.069
Adjust ed
R Square
.061
St d. Error of
the Es timate
1.138
R Square
Change
.069
F Change
7.764
df1
1
df2
104
Sig. F Change
.006
a. Predic tors: (Constant), Purchas eIceCreamCakes
Coefficientsa
Model
1
(Constant)
PurchaseIce
CreamCakes
Unstandardized
Coefficients
B
Std. Error
.225
.122
.237
.085
Standardized
Coefficients
Beta
.264
t
1.847
Sig.
.068
2.786
.006
a. Dependent Variable: MakeOwnCakes
56
STRONWIN CONSULTING
FWC.4
Dependent: Make own ice cream cake: times per year
Independent: Level of importance to consumer: taste
This weak correlation is of interest for further studies. It would appear that when taste is more
important to a person, they are more likely to make fewer ice cream cakes. However, the importance
of taste does not appear to be correlated with how many ice cream cakes are purchased each year. A
further study should seek to verify the correlations of these two variables. Further research may well
uncover that customers that value taste will make fewer ice cream cakes for themselves in favor of
purchasing them. This, then, would be an appropriate place to focus marketing.
Correlations
Taste
Importance
TasteImportance
MakeOwnCakes
Pearson Correlation
Sig. (2-tailed)
N
Pearson Correlation
Sig. (2-tailed)
N
1
108
-.318**
.001
108
MakeOwn
Cakes
-.318**
.001
108
1
108
**. Correlation is s ignificant at the 0.01 level (2-tailed).
Model Summ ary
Change St atist ics
Model
1
R
R Square
.318a
.101
Adjust ed
R Square
.093
St d. Error of
the Es timate
1.118
R Square
Change
.101
F Change
11.947
df1
1
df2
106
Sig. F Change
.001
a. Predic tors: (Constant), Tas teImport ance
Coeffi cientsa
Model
1
(Const ant)
TasteImportanc e
Unstandardized
Coeffic ient s
B
St d. Error
2.293
.564
-.310
.090
St andardiz ed
Coeffic ient s
Beta
-.318
t
4.066
-3. 456
Sig.
.000
.001
a. Dependent Variable: MakeOwnCak es
57
STRONWIN CONSULTING
FWC.5
Dependent: Willingness to pay 10% premium for ice cream cakes with a superior taste
Independent: Level of importance to consumer: taste
This weak correlation suggests that customers will be more willing to pay a 10% premium for an ice
cream cake that tastes better. This suggests that if consumers perceive Cold Stone ice cream as better
tasting than the competition, then Cold Stone could charge a 10% premium for their better tasting ice
cream.
Correlations
TastePayMore
TasteImportance
TastePayMore
1
Pearson Correlation
Sig. (2-tailed)
N
Pearson Correlation
Sig. (2-tailed)
N
108
.324**
.001
108
Taste
Importance
.324**
.001
108
1
108
**. Correlation is s ignificant at the 0.01 level (2-tailed).
Model Summ ary
Change St atist ics
Model
1
R
R Square
.324a
.105
Adjust ed
R Square
.097
St d. Error of
the Es timate
1.623
R Square
Change
.105
F Change
12.451
df1
1
df2
106
Sig. F Change
.001
a. Predic tors: (Constant), Tas teImport ance
Coeffi cientsa
Model
1
(Const ant)
TasteImportanc e
Unstandardized
Coeffic ient s
B
St d. Error
2.564
.818
.459
.130
St andardiz ed
Coeffic ient s
Beta
.324
t
3.133
3.529
Sig.
.002
.001
a. Dependent Variable: TastePayMore
58
STRONWIN CONSULTING
FWC.6
Dependent: Willingness to pay 10% premium for ice cream cakes with superior visual appeal
Independent: Level of importance to consumer: visual appeal
This weak correlation suggests that customers will be more willing to pay a 10% premium for an ice
cream cake that looks better. Further investigation is warranted before acting upon a weak correlation.
However, this would suggest that if Cold Stone wants to charge more for their ice cream cakes, they
should ensure that they have a better visual appeal than the competition.
Correlations
Vis ualPay
More
Vis ualPayMore
DecorationImportance
Pearson Correlation
Sig. (2-tailed)
N
Pearson Correlation
Sig. (2-tailed)
N
1
108
.439**
.000
108
Decoration
Importance
.439**
.000
108
1
108
**. Correlation is significant at the 0.01 level (2-tailed).
Model Summ ary
Change St atist ics
Model
1
R
R Square
.439a
.192
Adjust ed
R Square
.185
St d. Error of
the Es timate
1.498
R Square
Change
.192
F Change
25.242
df1
1
df2
106
Sig. F Change
.000
a. Predic tors: (Constant), Dec orat ionImportanc e
Coeffi cientsa
Model
1
(Const ant)
DecorationImportance
Unstandardized
Coeffic ient s
B
St d. Error
3.101
.350
.383
.076
St andardiz ed
Coeffic ient s
Beta
.439
t
8.859
5.024
Sig.
.000
.000
a. Dependent Variable: VisualPay More
59
STRONWIN CONSULTING
FWC.7
Dependent: Willingness to pay 10% premium for ice cream cakes bought from a closer vendor
Independent: Level of importance to consumer: distance to vendor
This weak correlation suggests that customers will be more willing to pay a 10% premium to be able
to buy the ice cream cake from a location that is closer to their business or home if they feel that it is
more important to be able to buy from a vendor that is closer to their business or home.
Correlations
DistancePayMore
DistanceImportance
Pearson Correlation
Sig. (2-tailed)
N
Pearson Correlation
Sig. (2-tailed)
N
DistancePay
More
1
108
.343**
.000
108
Distance
Importance
.343**
.000
108
1
108
**. Correlation is s ignificant at the 0.01 level (2-tailed).
Model Summ ary
Change St atist ics
Model
1
R
R Square
.343a
.117
Adjust ed
R Square
.109
St d. Error of
the Es timate
1.537
R Square
Change
.117
F Change
14.111
df1
1
df2
106
Sig. F Change
.000
a. Predic tors: (Constant), Dist anc eImportance
Coeffi cientsa
Model
1
(Const ant)
Dis tanceImport ance
Unstandardized
Coeffic ients
B
St d. Error
3.231
.484
.357
.095
St andardiz ed
Coeffic ients
Beta
.343
t
6.671
3.757
Sig.
.000
.000
a. Dependent Variable: Dis tanc ePayMore
60
STRONWIN CONSULTING
Findings:
Significant Associations
NOTE: This section comprises a list of the associations that we found to be significant with at least
90% confidence. For a more detailed understanding of the associations the reader may do two things:
(1) see Appendix C or (2) conduct further research to better understand the associations and see if
correlation and causation exist between variables.
61
STRONWIN CONSULTING
SAF.1—91.2% Confident
Variable 1: Willingness to pay 10% premium for ice cream cakes with a superior taste
Variable 2: Time since eating at an ice cream parlor
SAF.2—94.4% Confident
Variable 1: Willingness to pay 10% premium for ice cream cakes with superior visual appeal
Variable 2: Time since eating prepackaged ice cream
SAF.3—99.9% Confident
Variable 1: Age
Variable 2: Parlor eating frequency
SAF.4—92.4% Confident
Variable 1: Eat at Dairy Queen: times per year
Variable 2: Vendors that sell ice cream cakes
SAF.5—99.9% Confident
Variable 1: Vendors that sell ice cream cakes
Variable 2: Eat at Cold Stone: times per year
SAF.6—99.1% Confident
Variable 1: Vendor from which consumer is most likely to buy an ice cream cake
Variable 2: Eat at Cold Stone: times per year
SAF.7—99.99% Confident
Variable 1: Vendor from which consumer is most likely to buy an ice cream cake
Variable 2: Buy ice cream cakes
SAF.8—99.99% Confident
Variable 1: Consumer level of awareness that Cold Stone Creamery makes ice cream cakes
Variable 2: Vendors that sell ice cream cakes
SAF.9—99.99% Confident
Variable 1: Consumer level of awareness that Cold Stone Creamery makes ice cream cakes
Variable 2: Vendor from which consumer is most likely to buy an ice cream cake
SAF.10—99.98% Confident
Variable 1: Likelihood that consumer purchases next ice cream cake from Cold Stone Creamery
Variable 2: Time since eating prepackaged ice cream
SAF.11—99% Confident
Variable 1: Likelihood that consumer purchases next ice cream cake from Cold Stone Creamery
Variable 2: Eat at Cold Stone: times per year
62
STRONWIN CONSULTING
SAF.12—93.6% Confident
Variable 1: Likelihood that consumer purchases next ice cream cake from Cold Stone Creamery
Variable 2: Buy ice cream cakes
SAF.13—95.5% Confident
Variable 1: Likelihood that consumer purchases next ice cream cake from Cold Stone Creamery
Variable 2: Event for which consumers purchase ice cream cakes
SAF.14—99.9% Confident
Variable 1: Likelihood that consumer purchases next ice cream cake from Cold Stone Creamery
Variable 2: Vendor from which consumer is most likely to buy an ice cream cake
SAF.15—91.1% Confident
Variable 1: Make own ice cream cake: times per year
Variable 2: Vendors that sell ice cream cakes
SAF.16—90.4% Confident
Variable 1: Level of importance to consumer: price
Variable 2: Vendors that sell ice cream cakes
SAF.17—99.9% Confident
Variable 1: Level of importance to consumer: taste
Variable 2: Event for which consumers purchase ice cream cakes
SAF.18—96% Confident
Variable 1: Level of importance to consumer: taste
Variable 2: Vendor from which consumer is most likely to buy an ice cream cake
SAF.19—93.2% Confident
Variable 1: Level of importance to consumer: distance to vendor
Variable 2: Vendors that sell ice cream cakes
SAF.20—91.7% Confident
Variable 1: Level of importance to consumer: level of customization
Variable 2: Vendors that sell ice cream cakes
SAF.21—96.5% Confident
Variable 1: Ice cream cake for 16 people: consumer price expectation
Variable 2: Vendors that sell ice cream cakes
SAF.22—99.99% Confident
Variable 1: Willingness to pay 10% premium for ice cream cakes with a superior taste
Variable 2: Event for which consumers purchase ice cream cakes
63
STRONWIN CONSULTING
SAF.23—98.1% Confident
Variable 1: Willingness to pay 10% premium for ice cream cakes with a superior taste
Variable 2: Vendor from which consumer is most likely to buy an ice cream cake
SAF.24—99.8% Confident
Variable 1: Willingness to pay 10% premium for ice cream cakes with superior visual appeal
Variable 2: Event for which consumers purchase ice cream cakes
SAF.25—99.9% Confident
Variable 1: Willingness to pay 10% premium for ice cream cakes with a superior level of
customization
Variable 2: Event for which consumers purchase ice cream cakes
SAF.26—99% Confident
Variable 1: Level of importance to consumer: level of customization
Variable 2: Vendors that sell ice cream cakes
SAF.27—92.7% Confident
Variable 1: Willingness to pay 10% premium for ice cream cakes bought from a closer vendor to the
vendor
Variable 2: Event for which consumers purchase ice cream cakes
SAF.28—99.9% Confident
Variable 1: Willingness to pay 10% premium for ice cream cakes for more important events
Variable 2: Event for which consumers purchase ice cream cakes
SAF.29—95.8% Confident
Variable 1: Gender
Variable 2: Time since eating at an ice cream parlor
SAF.30—94.8% Confident
Variable 1: Gender
Variable 2: Vendors that sell ice cream cakes
SAF.31—92.9% Confident
Variable 1: Gender
Variable 2: Level of importance to consumer: price
SAF.32—97.4% Confident
Variable 1: Gender
Variable 2: Level of importance to consumer: taste
64
STRONWIN CONSULTING
SAF.33—97.4% Confident
Variable 1: Gender
Variable 2: Level of importance to consumer: visual appeal
SAF.34—92% Confident
Variable 1: Gender
Variable 2: Willingness to pay 10% premium for ice cream cakes with a superior taste
SAF.35—99% Confident
Variable 1: Gender
Variable 2: Willingness to pay 10% premium for ice cream cakes for more important events
SAF.36—99.3% Confident
Variable 1: Income
Variable 2: Event for which consumers purchase ice cream cakes
SAF.37—99.8% Confident
Variable 1: Income
Variable 2: Likelihood that consumer purchases next ice cream cake from Cold Stone Creamery
SAF.38—99.99% Confident
Variable 1: Eat at Dairy Queen: times per year
Variable 2: Time since eating at an ice cream parlor
SAF.39—99.99% Confident
Variable 1: Eat at Cold Stone: times per year
Variable 2: Parlor eating frequency
SAF.40—89% Confident
Variable 1: Buy ice cream cakes
Variable 2: Parlor eating frequency
SAF.41—89.6% Confident
Variable 1: Eat at Baskin-Robbins: times per year
Variable 2: Parlor eating frequency
65
STRONWIN CONSULTING
Findings:
Other
NOTE: This section includes other findings that were not specific to any of the classes above,
but were still interesting and noteworthy.
66
STRONWIN CONSULTING
FO.1
During our meeting with Mr. Nielsen, he mentioned to us that 90% of Cold Stone Creamery
Customers are females between the ages of 13 and 38. However, for Salt Lake County, this is not
true. Below is a chart detailing not only the counts of males and females responding to the survey that
eat at Cold Stone Creamery, but also the number of times Cold Stone Creamery was visited by
members of each gender. The percentages have also been included.
Gender
Male
Female
Respondents
Count %
13 38.2%
21 61.8%
Annual Trips to Cold Stone
Count
%
32
45.1%
39
54.9%
This chart clearly shows that although more females eat at Cold Stone Creamery than males, the target
market is more evenly distributed than originally thought.
The margin of error for this question is calculated as detailed in appendix F. Although 108 people
responded to the survey, for this chart we only used the responses of those respondents that eat at Cold
Stone Creamery because we wanted to evaluate only those that eat at Cold Stone Creamery. If we
plug these values into the margin of error formula in Appendix F, n = 34, Z = 1.96, and p = .95, we get
a margin of error at + or – 5.2%.
FO.2
Females
13-38
Count
%
9
42.86%
Count
12
39+
%
57.14%
The above chart shows that the majority of female customers are not between the ages of 18 and
38 as originally thought by Mr. Nielsen. The margin of error (using the values: n=21, Z=1.96,
and p=.99)—as calculated by the formula in Appendix F—is +/- 3 percent. One possible
problem with this second conclusion is that the sample size is small. The design of the survey
was not such that we would be able to make these conclusions. Therefore—if Cold Stone
Creamery thinks that this demographic is important—we recommend that further research be
conducted to determine if these results are valid.
67
STRONWIN CONSULTING
FO.3
Are people that purchase ice cream cakes willing to pay more for an ice cream
cake than the population in general?
z-Test: Two Sample for Means
Mean
Known Variance
Observations
Hypothesized Mean Difference
z
P(Z<=z) one-tail
z Critical one-tail
P(Z<=z) two-tail
z Critical two-tail
Variable 1
Variable 2
22.13323529
20.2525
7.04
7.14
34
108
1.88
0.00140684
0.499438752
1.644853627
0.998877505
1.959963985
People that have purchased ice cream cakes within the last year are willing to pay an average of
$22.13, compared to the average of $20.25 for all respondents in the sample. The two-tail Pvalue is .99, which shows that there is not a significant difference between these two average
prices. If these means are indeed statistically significant, more data would be required to
validate this hypothesis.
68
STRONWIN CONSULTING
Conclusions &
Recommendations
69
STRONWIN CONSULTING
Conclusions
Based on the numerous findings and analysis in the previous section, we have made the
following conclusions:

75% of consumers would buy an ice cream cake for a birthday party.

Customization is important to consumers because they buy ice cream cakes for
random other occasions.

Baskin-Robbins is the most recognized vendor of ice cream cakes, even more
recognized that all grocery stores combined.

Cold Stone and Dairy Queen have similar, low market awareness of their ice
cream cake product lines.

Approximately 23.15% of the target market will purchase at least one ice cream
cake from Cold Stone Creamery once they become aware that Cold Stone
Creamery offers this product.

On a scale of 1 to 7, with 1 being the least important and 7 being the most
important when purchasing an ice cream cake, on average, consumers gave the
following levels of importance to the following variables:
o Price: 5
o Taste: 6.18
o Visual Appeal: 4.19
o Distance to Vendor: 4.85
o Customization: 4.56
Each of the seven point scale numbers were tested and found to be statistically
significant.
 On average, consumers expect to pay $20.25 for an ice cream cake that serves 16
people. Cold Stone is over priced, more than 74% higher than some competitors.

On a scale of 1 to 7, with 1 being the least willing and 7 being the most willing, on
average, consumers gave the following levels of willingness to pay a 10%
premium for the following variables:
o Superior Taste: 5.4
o Superior Visual Appeal: 4.7
o Superior Level of Customization: 4.78
o Closeness to Vendor: 4.96
o If the ice cream cake is being purchased for a more important event: 5.52
Each of the seven point scale numbers were tested and found to be statistically
significant.
 On average, consumers are unlikely (3.01/7) to buy their next ice cream cake from
Cold Stone Creamery
 The more important a consumer thinks customization is, the more willing the
consumer is to pay a 10% premium for a greater level of customization
70
STRONWIN CONSULTING



The purchase of ice cream cakes is twice as correlated with frequenting BaskinRobbins as with frequenting Cold Stone Creamery
Income does not affect the number of ice cream cakes that a consumer buys
Cold Stone Creamery demographics are not as originally thought—Females between
the ages of 13 and 38.
71
STRONWIN CONSULTING
Recommendations
Survey based recommendations:
Based on our findings and conclusions, we have provided the following recommendations to
help Cold Stone Creamery significantly increase the revenue generated from the sale of ice
cream cakes.






Cold Stone Creamery should price their ice cream cakes closer to competitors prices and
the market expectations ($20.25)
Cold Stone should take the following steps to increase awareness of its ice cream cake
product line among current customers (See Appendix E for explanation):
o Entice customers to return more frequently.
o Advertise either with direct mail coupons, media, or print advertising
 Coupon discounts should be targeted toward those who live closer to
another maker of ice cream cakes than to Cold Stone because consumers
are generally willing to pay a 10% premium in order to buy from a vendor
that is closer to them.
 Do not target any income group in particular.
o Reorient retail outlets so that the ice cream freezer is in the direct line of sight
when consumers walk in the door.
o Provide a flip book of ice cream cakes on a stand that consumers can leaf through
while waiting to be served.
o Increase the visibility of ice cream cake promoting signs in the store. Make an ice
cream cake creation board similar to that for ice cream creations.
o Sell a prepackaged product out of the freezers that will attract children, such as
the Dilly Bars ® at Dairy Queen or the pre-made clown ice cream cones at
Baskin-Robbins.
o Package ice cream cakes in a Cold Stone Creamery, non-generic box. This
increases awareness of the ice cream cake product line.
Target the marketing of ice cream cakes to birthday parties.
Exploit the premium taste of Cold Stone ice cream in ice cream cake advertising.
Cold Stone should add sample cakes for more important events such as weddings,
baptisms, bar mitzvahs, etc. to the flip book in addition to birthday and standard cakes
Sell ice cream cake by the slice because this is an inexpensive way for consumers to
sample Cold Stone Creamery ice cream cakes and it raises customer awareness of the
product line
Additional recommendations offered by the focus groups and not already mentioned:
 Baskin-Robbins is known as an ice cream cake seller because of its display models. Cold
Stone Creamery should have display models of similar effectiveness.
 Coupons are the preferred method of advertising
72
STRONWIN CONSULTING






Cold Stone has a competitive advantage because consumers choose the flavor of ice
cream and the mix-ins for their cake and should advertise it.
Along with customizing, Cold Stone Creamery should provide cake decorations for sale
in the store
Cold Stone Creamery should offer samples of ice cream cakes frequently.
Baskin-Robbins and Dairy Queen are well known because of the packaging for their ice
cream cakes. Cold Stone should consider a similar form of packaging.
Cold Stone Creamery should always maintain a full ice cream cake freezer.
Cold Stone needs advertisements for their ice cream cakes on the tables in the retail
outlets.
73
STRONWIN CONSULTING
Appendix A
Focus Group Transcripts
NOTE: This section contains the transcripts of both focus groups. The focus group members
were given free ice cream at Cold Stone Creamery. The focus groups lasted between 30 and 45
minutes each. We refer to these focus groups throughout the paper.
74
STRONWIN CONSULTING
Transcript of Focus Group 1:
Otto: Have you ever been to a Cold Stone?
Focus Group: Three out of the four have been to a Cold Stone.
Otto: Were you aware that Cold Stone makes ice cream cakes?
Focus Group: None of them were aware.
Otto: If you were to think of where to buy ice cream cakes, what are the first three stores that
come to mind?
Focus Group: Dairy Queen, Baskin Robins, and grocery stores.
Otto: How often do you make or buy ice cream cakes in a year?
Focus Group: Once a year for my son’s birthday. If there was a Cold Stone near by, she’d buy it
from there.
Focus Group: I usually just do normal cakes, not ice cream cakes.
Otto: How often do you bake cakes?
Focus Group: Three times per year for birthdays.
Focus Group: Eight to nine times per year for birthdays.
Otto: What other events would you use ice cream cakes for?
Focus Group: Baby or bridal showers, weddings, church events…
Otto: What would you say is an appropriate pricing value for an ice cream cake?
Focus Group: Twenty dollars for an eight inch double round.
Focus Group: That sounds reasonable for a decorative cake.
Jess: Is taste important enough that you would spend five dollars more for a cake?
Focus Group: Yes, taste is a huge factor… as long as there is a Cold Stone close enough to me.
Focus Group: Depends on the event and the budget at the time.
Otto: Would shape and selection have any affect on your purchase?
Focus Group: A round cake is preferable.
Otto: How many people would you typically plan on serving an ice cream cake to?
Focus Group: At least eight to fifteen.
Otto: How much would you consider spending per person on an event that you provided ice
cream for?
Focus Group: Dollar and a half to two dollars.
Jess: If cold stone were close enough to each of you, what would be an effective way for Cold
Stone to advertise?
Focus Group: The display needs to be very visible like at Baskin-Robbins.
Otto: What is it about the display that makes it so visible?
Focus Group: When you walk in, they are straight ahead of you and easily visible.
Focus Group: When you’re waiting for your food they are right there.
Otto: Do you find the dessert cases are fully stocked?
Focus Group: Yeah, for the most part they’re full.
Jess: Do you think that adults are more aware of the cakes at Dairy Queen because the kids are
attracted to the dilly bars?
Focus Group: Yes.
75
STRONWIN CONSULTING
Otto: Would you respond more to television advertising or coupon ads?
Focus Group: Coupons.
Otto: What kind of coupon would entice you to purchase an ice cream cake?
Focus Group: Buy one get one free type coupon or do samples of the ice cream cakes just like
they do at Costco.
Jess: What is your response with Cold Stone going into a grocery store to give samples?
Focus Group: Yeah, that would be great too!
Focus Group: I would prefer to buy a cold stone ice cream cake over a Baskin-Robbins cake
because I can choose the ice cream flavor and the mix ins for the cake.
Otto: Would you pay more for the cakes if you could customize them the way you want it?
Focus Group: Yes.
Otto: Would you want Cold Stone to provide accessories to put on the cake or would you want
to bring in your own?
Focus Group: I would be way more willing to customize a cake with Cold Stone if they provide
the accessories (i.e. tractors, princesses, and decorative candles).
Focus Group: They should place accessories for the cakes (i.e. tractors, princesses, and
decorative candles) by the side of the coolers. I would be willing to pay more for them than in
the stores. I would be more willing because it would be so convenient for me. I do not like
running around town getting little things like cake accessories.
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STRONWIN CONSULTING
Transcript of Focus Group 2:
Jess: Where would you most likely go for ice cream?
Focus Group: BYU Creamery and Ben and Jerry’s.
Jess: Is it because of price?
Focus Group: It is location…they are very close in traveling distance.
Focus Group: We go to Baskin-Robbins.
Jess: Is it because of taste?
Focus Group: It’s because of the many flavors they have at Baskin-Robbins. We like and enjoy
Baskin-Robbins. My husband likes particular kinds at Baskin-Robbins and Cold Stone doesn’t
have those particular ice cream flavors. We do like Cold Stone because of the creativeness of the
mix ins. If anyone invites us to go to Cold Stone, we will go.
Jess: Within a year, how often do you go?
Focus Group: Twice a week; twice a year; five times per year; twice a month
Focus Group: Price does not hold us back from going to Cold Stone. We like the ice cream a
lot!
Jess: Does Cold Stone make ice cream cakes?
Focus Group: (all of them have been to a Cold Stone store) Cold Stone makes ice cream cakes?
I did not know they offered ice cream cakes.
Jess: Which stores are you aware that make ice cream cakes?
Focus Group: Dairy Queen and Baskin-Robbins.
Jess: How do you know that they make cakes?
Focus Group: Birthdays and other occasions we go to they have an ice cream cake from BaskinRobbins or Dairy Queen. Also, the cakes are so visible when you walk into Baskin-Robbins. I
have been in Cold Stone a lot but never seen the ice cream cakes in the store.
Jess: Is the cake displays at Dairy Queen and Baskin-Robbins always full?
Focus Group: Yes.
Jess: What kind of cakes do you look for?
Focus Group: Chocolate….Vanilla.
Jess: What would you expect to pay for an ice cream cake?
Focus Group: Twenty-five dollars for an eight inch.
Jess: What could Cold Stone do to advertise the ice cream cakes?
Focus Group: Commercials….people just aren’t aware that they offer ice cream cakes.
Jess: Their main marketing strategy is word of mouth.
Focus Group: We’re just not aware of the different products that they have to offer and we think
the way to get that information out to customers is to televise it or do some type of mail ads.
Jess: Would coupons be a good way to advertise?
Focus Group: Yes, with a certain amount of discount on the cakes.
Jess: How important is customization for cakes and what would you use it for?
Focus Group: Very important, especially because Cold Stone does mix ins. I would like to
customize the cakes for birthdays or weddings.
Jess: Would you pay more for taste?
77
STRONWIN CONSULTING
Focus Group: Yes, I would pay five to eight dollars more for premium ice cream (in the cakes).
Jess: Is there any other way that Cold Stone could get more customer awareness of the cakes?
Focus Group: Cold Stone should do a creation board for cakes that are as visible as for those
that are for their ice cream.
Focus Group: I know that other places have ice cream cakes because of the flip through books
that are accessible while standing in line.
Focus Group: Cold Stone could be more regular with giving out samples as you are waiting to
order your ice cream.
Focus Group: Have advertisements that are visible underneath the table clothes or have stand up
ads on tables.
Focus Group: Cold Stone need to reposition their display case of ice cream cakes to where it’s
more straight ahead of where you walk in and not tucked away in a corner.
78
STRONWIN CONSULTING
Appendix B
Questionnaire
NOTE: The questionnaire below was designed for and administered by telephone. Telephone
representatives were instructed to be consistent in the way they asked the questions, though they
were allowed to explain them if the respondent did not appear to understand the question.
Telephone representatives called mostly between the hours of 5 and 9 pm to administer the
survey. Answers were recorded in an Excel ® spreadsheet. Approximately 100 man hours were
spent administering the survey.
Some questions, being open ended, provided for answers that were not standardized (days,
weeks, months, years). After the calling was completed, we standardized the answers without
changing their value.
Also, we did not ask respondents for their gender. The telephone representatives simply
identified the respondents’ gender during the conversation. Also, because age and income are
sensitive issues, we asked for the approximate age and household income to encourage more
people to respond to those questions.
79
STRONWIN CONSULTING
Cold Stone Ice Cream Cake Survey
1.
How long has it been since you consumed ice cream from an ice cream parlor like BaskinRobbins or Cold Stone or Dairy Queen?
2.
How often do you consume ice cream from a parlor like Baskin-Robbins or Cold Stone or
Dairy Queen?
3.
How long has it been since you consumed prepackaged ice cream?
4.
How often do you consume prepackaged ice cream?
5.
How many times per year do you eat ice cream at Baskin-Robbins?
6.
How many times per year do you eat ice cream at Cold Stone Creamery?
7.
How many times per year do you eat ice cream at Dairy Queen?
8.
How many times per year do you purchase ice cream cakes?
9.
For what events do you buy ice cream cakes?
10.
Where can you buy ice cream cakes?
11.
Where would you be most likely to purchase an ice cream cake?
12.
On a scale of 1 to 7, 1 being the least aware and 7 being the most aware, how aware are you
that Cold Stone Creamery makes ice cream cakes?
13.
During the next year, how likely are you to buy your next ice cream cake from Cold Stone
Creamery.
14.
How many times per year do you make your own ice cream cakes?
On a scale of 1 to 7, 1 being the least important and 7 being the most important, how important
are the following when considering the purchase of an ice cream cake:
15.
16.
17.
18.
19.
Price?
Taste?
Visual Appeal?
Distance to Vendor?
Ability to Customize?
80
STRONWIN CONSULTING
20.
How much do you think that most people would be willing to pay for an ice cream cake
that serves 16 people?
On a scale of 1 to 7, 1 being the least willing and 7 being the most willing, how willing are you
to pay a 10% premium on top of the $____ (Answer to # 20) that you just shared with us for an
ice cream cake:
21.
22.
23.
24.
25.
With superior taste?
With superior visual appeal?
With superior customization options?
From a closer vendor?
Purchased for a more important event?
26.
Are you: ___Male ___Female?
27.
What is your approximate age?
28.
What is your approximate annual household income?
81
STRONWIN CONSULTING
Appendix C
Cross-Tabulation:
Significant Findings for Further Study
NOTE: This appendix contains associations that are significant. These associations were
determined to be significant by creating a cross tabulation. The chi-squared statistic is below 0.1
for all associations in this section. This means that we are 90% sure that these associations are
indicative of the parent population. Included graphics are (1) the cross tabulation for each set of
variables and (2) the chi-squared statistic chart. We suggest that Cold Stone Creamery further
investigate these associations. It may be that with further research these associations can be
shown to have relevant, strong correlations.
82
STRONWIN CONSULTING
Appendix C
Section Purpose:
This appendix contains associations that are significant. These
associations were determined to be significant by creating a cross tabulation. The chi-squared
statistic is below 0.1 for all associations in this section. This means that we are 90% sure that
these associations are indicative of the parent population. Included graphics are (1) the cross
tabulation for each set of variables and (2) the chi-squared statistic chart. We suggest that Cold
Stone Creamery further investigate these associations. It may be that with further research these
associations can be shown to have relevant, strong correlations.
AC.1
Variable 1: Willingness to pay 10% premium for ice cream cakes with a superior taste
Variable 2: Time since eating at an ice cream parlor
We are 91.2% confident that this is a significant association that should be further investigated to
see if a time ordered relationship and correlation exist between these variables.
Tim eSince Pa rlor * Ta stePayMore Crossta bul ation
Count
0
0
TastePayMore
4
1
0
0
0
0
1
0
0
1
TimeSinceParlor
Total
Less Than One Week
More t han 1 week,
Less than 1 Month
1 Mont h to less than 3
months
3 mont hs t o Less
than 5 months
5 mont hs t o les s than
7 mont hs
7 mont hs t o les s than
9 mont hs
11 months to 1 year
More t han one year
2
3
5
3
6
2
7
6
Total
12
0
6
7
4
17
0
4
2
3
9
19
0
0
2
2
5
4
13
1
1
0
3
6
2
1
14
0
0
0
0
0
1
0
1
2
2
6
1
3
5
0
1
2
1
0
10
2
5
26
1
1
22
7
6
37
14
18
108
Chi-Square Te sts
Pearson Chi-Square
Lik elihood Ratio
Linear-by-Linear
As soc iation
N of Valid Cases
Value
54.885 a
59.948
6.929
42
42
As ymp. Sig.
(2-sided)
.088
.036
1
.008
df
108
a. 53 cells (94.6% ) have expected count less t han 5. The
minimum expected count is .02.
83
STRONWIN CONSULTING
AC.2
Variable 1: Willingness to pay 10% premium for ice cream cakes with superior visual appeal
Variable 2: Time since eating prepackaged ice cream
We are 94.4% confident that this is a significant association that should be further investigated to
see if a time ordered relationship and correlation exist between these variables.
TimeSincePrePackaged * VisualPayMore Crosstabulation
Count
2
0
Vis ualPayMore
4
3
6
3
3
0
2
1
0
1
TimeSincePrePackaged
Total
Less Than One Week
More than 1 week,
Less than 1 Month
1 Month to less than 3
months
3 months to Les s
than 5 months
5 months to les s than
7 months
11 months to 1 year
More than one year
2
3
5
6
7
Total
12
5
6
34
5
9
12
4
36
1
4
5
5
3
21
0
0
4
0
1
0
5
0
0
2
0
3
1
0
6
1
1
9
0
0
4
0
1
7
0
1
20
0
2
31
0
0
24
0
0
13
1
5
108
Chi-Square Te sts
Pearson Chi-Square
Lik elihood Ratio
Linear-by-Linear
As soc iation
N of Valid Cases
Value
50.385 a
45.645
5.280
36
36
As ymp. Sig.
(2-sided)
.056
.130
1
.022
df
108
a. 42 cells (85.7% ) have expected count less t han 5. The
minimum expected count is .04.
84
STRONWIN CONSULTING
AC.3
Variable 1: Age
Variable 2: Parlor eating frequency
We are 99.99% confident that this is a significant association that should be further investigated
to see if a time ordered relationship and correlation exist between these variables.
Age * ParlorFrequency Crosstabulation
Count
0
Age
Total
11
14
15
16
17
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
40
41
42
45
46
47
49
50
52
53
54
55
58
60
62
63
65
66
67
69
70
72
73
77
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
1
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
1
1 time per
year
0
2
0
1
0
0
0
0
0
0
1
0
1
2
0
1
0
1
0
0
2
0
1
0
0
2
4
2
0
0
0
0
0
1
0
0
0
2
2
0
1
1
0
1
3
1
0
2
34
2 times
per year
0
0
0
0
0
1
0
1
0
0
0
1
1
1
3
1
0
0
1
0
1
0
0
0
1
0
3
0
0
0
0
0
1
0
0
2
1
2
2
0
0
0
0
1
0
1
1
0
26
ParlorFrequency
4 times
6 times
per year
per year
0
0
0
0
0
0
0
0
0
0
0
0
2
0
0
0
0
0
1
0
0
1
2
0
0
0
1
0
0
0
0
0
0
0
0
0
0
0
0
0
1
0
0
0
1
0
0
1
0
0
0
0
2
0
0
1
0
0
0
0
0
0
0
0
0
0
2
0
1
0
0
0
1
0
0
0
0
0
1
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
15
3
1 time per
month
1
0
1
0
0
0
0
0
1
0
1
1
0
0
1
2
0
0
1
0
0
0
0
0
1
0
1
0
0
1
0
0
0
0
0
0
2
0
0
0
0
0
1
0
0
0
0
0
15
2 times
per month
0
0
0
0
1
1
1
0
0
0
1
0
0
0
0
0
0
0
0
0
0
1
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
5
1 time per
week or more
0
1
0
0
0
0
1
0
0
1
0
0
0
0
0
0
0
0
0
1
0
0
0
0
0
1
0
1
1
0
1
1
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
9
Total
1
3
1
1
1
2
4
1
1
2
4
4
2
4
4
4
1
1
2
1
4
1
2
1
2
3
10
4
1
1
1
1
1
3
1
2
4
4
4
1
1
1
1
2
3
2
1
2
108
Chi-Square Te sts
Pearson Chi-Square
Lik elihood Ratio
Linear-by-Linear
As soc iation
N of Valid Cases
Value
431.239a
233.269
9.336
329
329
As ymp. Sig.
(2-sided)
.000
1.000
1
.002
df
108
a. 384 cells (100. 0%) have ex pect ed c ount les s than 5.
The minimum expected count is .01.
85
STRONWIN CONSULTING
AC.4
Variable 1: Eat at Dairy Queen: times per year
Variable 2: Vendors that sell ice cream cakes
We are 92.4% confident that this is a significant association that should be further investigated to
see if a time ordered relationship and correlation exist between these variables.
EatDQperYear * WherePurchaseA Crosstabulation
Count
WherePurchaseA
EatDQperYear
Total
0
1
2
3
4
5
6
8
10
12
15
Baskin
Robbins
29
5
6
2
6
2
0
2
1
0
0
53
Dairy Queen
2
2
0
2
1
0
2
0
0
0
0
9
Cold Stone
6
2
2
0
1
0
0
0
0
1
0
12
Grocery Store
18
3
2
2
0
0
1
0
0
0
1
27
Total
55
12
10
6
8
2
3
2
1
1
1
101
Chi-Square Te sts
Pearson Chi-Square
Lik elihood Ratio
Linear-by-Linear
As soc iation
N of Valid Cases
Value
41.718 a
37.880
.157
30
30
As ymp. Sig.
(2-sided)
.076
.153
1
.692
df
101
a. 39 cells (88.6% ) have expected count less t han 5. The
minimum expected count is .09.
86
STRONWIN CONSULTING
AC.5
Variable 1: Vendors that sell ice cream cakes
Variable 2: Eat at Cold Stone: times per year
We are 99.9% confident that this is a significant association that should be further investigated to
see if a time ordered relationship and correlation exist between these variables.
EatCSperYear * WherePurchaseA Crosstabulation
Count
WherePurchaseA
EatCSperYear
Total
0
1
2
3
4
5
8
10
12
24
80
Baskin
Robbins
34
10
6
0
1
2
0
0
0
0
0
53
Dairy Queen
2
3
1
0
0
0
1
1
0
0
0
8
Cold Stone
3
2
2
1
1
0
0
0
1
1
1
12
Grocery Store
13
5
6
1
0
0
0
0
2
0
0
27
Total
52
20
15
2
2
2
1
1
3
1
1
100
Chi-Square Te sts
Pearson Chi-Square
Lik elihood Ratio
Linear-by-Linear
As soc iation
N of Valid Cases
Value
58.499 a
41.065
1.823
30
30
As ymp. Sig.
(2-sided)
.001
.086
1
.177
df
100
a. 38 cells (86.4% ) have expected count less t han 5. The
minimum expected count is .08.
87
STRONWIN CONSULTING
AC.6
Variable 1: Vendor from which consumer is most likely to buy an ice cream cake
Variable 2: Eat at Cold Stone: times per year
We are 99.1% confident that this is a significant association that should be further investigated to
see if a time ordered relationship and correlation exist between these variables.
EatCSperYear * WhereLikelyPurchase Crosstabulation
Count
WhereLikelyPurchas e
EatCSperYear
Total
0
1
2
3
4
5
8
10
12
20
24
80
Baskin
Robbins
31
9
7
0
1
1
0
0
0
0
0
0
49
Dairy Queen
3
2
0
0
0
1
1
0
0
0
0
0
7
Cold Stone
4
2
2
1
1
0
0
1
3
1
1
1
17
Grocery Store
13
7
6
1
0
0
0
0
0
0
0
0
27
Other
Total
2
0
0
0
0
0
0
0
0
0
0
0
2
53
20
15
2
2
2
1
1
3
1
1
1
102
Chi-Square Te sts
Pearson Chi-Square
Lik elihood Ratio
Linear-by-Linear
As soc iation
N of Valid Cases
Value
69.020 a
51.442
1.152
44
44
As ymp. Sig.
(2-sided)
.009
.205
1
.283
df
102
a. 54 cells (90.0% ) have expected count less t han 5. The
minimum expected count is .02.
88
STRONWIN CONSULTING
AC.7
Variable 1: Vendor from which consumer is most likely to buy an ice cream cake
Variable 2: Buy ice cream cakes
We are 99.99% confident that this is a significant association that should be further investigated
to see if a time ordered relationship and correlation exist between these variables.
Crosstab
Count
WhereLikelyPurchas e
WherePurchaseA
Total
Baskin Robbins
Dairy Queen
Cold Stone
Grocery Store
Baskin
Robbins
43
2
1
2
48
Dairy Queen
2
5
0
0
7
Cold Stone
1
1
11
3
16
Grocery Store
6
1
0
19
26
Other
Total
1
0
0
1
2
53
9
12
25
99
Chi-Square Te sts
Pearson Chi-Square
Lik elihood Ratio
Linear-by-Linear
As soc iation
N of Valid Cases
Value
141.054a
109.667
46.889
12
12
As ymp. Sig.
(2-sided)
.000
.000
1
.000
df
99
a. 14 cells (70.0% ) have expected count less t han 5. The
minimum expected count is .18.
89
STRONWIN CONSULTING
AC.8
Variable 1: Consumer level of awareness that Cold Stone Creamery makes ice cream cakes
Variable 2: Vendors that sell ice cream cakes
We are 99.99% confident that this is a significant association that should be further investigated
to see if a time ordered relationship and correlation exist between these variables.
CSAware * WherePurchaseA Crosstabulation
Count
WherePurchaseA
CSAware
Total
Definately UnAware
Very Unaware
Unaware
Aware
Very Aware
Definately Aware
Baskin
Robbins
42
2
1
2
0
6
53
Dairy Queen
4
2
0
1
0
1
8
Cold Stone
1
0
0
0
1
10
12
Grocery Store
17
3
1
0
0
6
27
Total
64
7
2
3
1
23
100
Chi-Square Te sts
Pearson Chi-Square
Lik elihood Ratio
Linear-by-Linear
As soc iation
N of Valid Cases
Value
48.304 a
41.470
5.409
15
15
As ymp. Sig.
(2-sided)
.000
.000
1
.020
df
100
a. 18 cells (75.0% ) have expected count less t han 5. The
minimum expected count is .08.
90
STRONWIN CONSULTING
AC.9
Variable 1: Consumer level of awareness that Cold Stone Creamery makes ice cream cakes
Variable 2: Vendor from which consumer is most likely to buy an ice cream cake
We are 99.99% confident that this is a significant association that should be further investigated
to see if a time ordered relationship and correlation exist between these variables.
CSAware * WhereLikelyPurchase Crosstabulation
Count
WhereLikelyPurchas e
CSAware
Total
Definately UnAware
Very Unaware
Unaware
Aware
Very Aware
Definately Aware
Baskin
Robbins
40
1
1
2
0
5
49
Dairy Queen
3
3
0
0
0
1
7
Cold Stone
1
1
0
0
1
14
17
Grocery Store
19
2
2
1
0
3
27
Other
Total
1
1
0
0
0
0
2
64
8
3
3
1
23
102
Chi-Square Te sts
Pearson Chi-Square
Lik elihood Ratio
Linear-by-Linear
As soc iation
N of Valid Cases
Value
71.227 a
59.832
3.245
20
20
As ymp. Sig.
(2-sided)
.000
.000
1
.072
df
102
a. 25 cells (83.3% ) have expected count less t han 5. The
minimum expected count is .02.
91
STRONWIN CONSULTING
AC.10
Variable 1: Likelihood that consumer purchases next ice cream cake from Cold Stone Creamery
Variable 2: Time since eating prepackaged ice cream
We are 99.8% confident that this is a significant association that should be further investigated to
see if a time ordered relationship and correlation exist between these variables.
CSLikely * Tim eSince Pre Packaged Crosstabula tion
Count
CSLikely
Total
Less Than
One W eek
Definately Unlik ely
13
Very Unlik ely
6
Unlikely
5
As Lik ely as Unlikely
0
Lik ely
1
Very Likely
3
Definately Likely
6
34
More t han 1
week, Less
than 1 Month
10
8
5
2
2
7
2
36
TimeSincePrePack aged
1 Month to 3 months t o 5 months t o
les s than
Less t han 5
les s than 7
3 months
months
months
11
2
3
3
1
0
3
1
0
0
0
0
1
0
0
2
1
0
1
0
3
21
5
6
11 months
to 1 year
0
0
0
1
0
0
0
1
More t han
one year
1
1
2
0
1
0
0
5
Total
40
19
16
3
5
13
12
108
Chi-Square Te sts
Pearson Chi-Square
Lik elihood Ratio
Linear-by-Linear
As soc iation
N of Valid Cases
Value
64.948 a
38.033
.007
36
36
As ymp. Sig.
(2-sided)
.002
.377
1
.934
df
108
a. 42 cells (85.7% ) have expected count less t han 5. The
minimum expected count is .03.
92
STRONWIN CONSULTING
AC.11
Variable 1: Likelihood that consumer purchases next ice cream cake from Cold Stone Creamery
Variable 2: Eat at Cold Stone: times per year
We are 99% confident that this is a significant association that should be further investigated to
see if a time ordered relationship and correlation exist between these variables.
EatCSperYear * CSLikely Crosstabulation
Count
EatCSperYear
Total
0
1
2
3
4
5
8
10
12
20
24
80
Definately
Unlikely
23
6
8
1
0
1
0
0
0
0
0
0
39
Very Unlikely
13
4
2
0
0
0
0
0
0
0
0
0
19
Unlikely
9
4
1
0
1
1
0
0
0
0
0
0
16
CSLikely
As Likely
as Unlikely
2
0
0
0
1
0
0
0
0
0
0
0
3
Likely
4
0
0
1
0
0
0
0
0
0
0
0
5
Very Likely
2
5
2
0
0
0
1
0
2
1
0
0
13
Definately
Likely
5
1
2
0
0
0
0
1
1
0
1
1
12
Total
58
20
15
2
2
2
1
1
3
1
1
1
107
Chi-Square Te sts
Pearson Chi-Square
Lik elihood Ratio
Linear-by-Linear
As soc iation
N of Valid Cases
Value
95.423 a
64.951
11.400
66
66
As ymp. Sig.
(2-sided)
.010
.513
1
.001
df
107
a. 77 cells (91.7% ) have expected count less t han 5. The
minimum expected count is .03.
93
STRONWIN CONSULTING
AC.12
Variable 1: Likelihood that consumer purchases next ice cream cake from Cold Stone Creamery
Variable 2: Buy ice cream cakes
We are 93.6% confident that this is a significant association that should be further investigated to
see if a time ordered relationship and correlation exist between these variables.
Crosstab
Count
PurchaseIce
CreamCakes
Total
0
1
2
3
4
5
10
Definately
Unlikely
29
6
1
1
0
0
1
38
Very Unlikely
14
1
4
0
0
0
0
19
Unlikely
13
1
1
1
0
0
0
16
CSLikely
As Likely
as Unlikely
3
0
0
0
0
0
0
3
Likely
5
0
0
0
0
0
0
5
Very Likely
5
5
3
0
0
0
0
13
Definately
Likely
3
6
1
0
1
1
0
12
Total
72
19
10
2
1
1
1
106
Chi-Square Te sts
Pearson Chi-Square
Lik elihood Ratio
Linear-by-Linear
As soc iation
N of Valid Cases
Value
49.679 a
44.052
2.570
36
36
As ymp. Sig.
(2-sided)
.064
.168
1
.109
df
106
a. 43 cells (87.8% ) have expected count less t han 5. The
minimum expected count is .03.
94
STRONWIN CONSULTING
AC.13
Variable 1: Likelihood that consumer purchases next ice cream cake from Cold Stone Creamery
Variable 2: Event for which consumers purchase ice cream cakes
We are 95.5% confident that this is a significant association that should be further investigated to
see if a time ordered relationship and correlation exist between these variables.
Crosstab
Count
W hyPurchaseA 0
Fun
Birthday
Party
Barmit zfa
Father's Day
Monther's Day
Holiday
Self
Family Vis its
Total
Definately
Unlikely
0
0
31
2
0
0
0
1
0
0
34
Very Unlik ely
0
0
12
1
0
0
0
1
0
1
15
Unlikely
1
0
9
1
0
0
0
0
1
0
12
CSLikely
As Lik ely
as Unlikely
0
0
3
0
0
0
0
0
0
0
3
Lik ely
0
0
3
0
0
1
1
0
0
0
5
Very Likely
0
1
11
0
0
0
0
0
0
0
12
Definately
Lik ely
0
0
10
0
1
0
0
0
0
0
11
Total
1
1
79
4
1
1
1
2
1
1
92
Chi-Square Te sts
Pearson Chi-Square
Lik elihood Ratio
Linear-by-Linear
As soc iation
N of Valid Cases
Value
72.748 a
38.880
.563
54
54
As ymp. Sig.
(2-sided)
.045
.940
1
.453
df
92
a. 65 cells (92.9% ) have expected count less t han 5. The
minimum expected count is .03.
95
STRONWIN CONSULTING
AC.14
Variable 1: Likelihood that consumer purchases next ice cream cake from Cold Stone Creamery
Variable 2: Vendor from which consumer is most likely to buy an ice cream cake
We are 99.9% confident that this is a significant association that should be further investigated to
see if a time ordered relationship and correlation exist between these variables.
Crosstab
Count
W hereLikelyPurchase Baskin Robbins
Dairy Queen
Cold Stone
Grocery St ore
Ot her
Total
Definately
Unlikely
20
3
1
15
0
39
Very Unlik ely
9
1
1
5
2
18
Unlikely
8
0
3
4
0
15
CSLikely
As Lik ely
as Unlikely
3
0
0
0
0
3
Lik ely
4
0
1
0
0
5
Very Likely
4
2
4
3
0
13
Definately
Lik ely
2
1
7
0
0
10
Total
50
7
17
27
2
103
Chi-Square Te sts
Pearson Chi-Square
Lik elihood Ratio
Linear-by-Linear
As soc iation
N of Valid Cases
Value
50.477 a
49.028
.000
24
24
As ymp. Sig.
(2-sided)
.001
.002
1
.999
df
103
a. 29 cells (82.9% ) have expected count less t han 5. The
minimum expected count is .06.
96
STRONWIN CONSULTING
AC.15
Variable 1: Make own ice cream cake: times per year
Variable 2: Vendors that sell ice cream cakes
We are 91.1% confident that this is a significant association that should be further investigated to
see if a time ordered relationship and correlation exist between these variables.
WherePurchaseA * MakeOwnCakes Crosstabulation
Count
0
WherePurchaseA
Total
Baskin Robbins
Dairy Queen
Cold Stone
Grocery Store
1
46
8
11
23
88
2
0
0
1
0
1
MakeOwnCakes
4
6
1
0
0
0
0
2
0
8
1
5
6
0
0
0
1
1
7
0
0
0
1
1
Total
0
1
0
0
1
53
9
12
27
101
Chi-Square Te sts
Pearson Chi-Square
Lik elihood Ratio
Linear-by-Linear
As soc iation
N of Valid Cases
Value
26.516 a
19.724
.404
18
18
As ymp. Sig.
(2-sided)
.089
.349
1
.525
df
101
a. 24 cells (85.7% ) have expected count less t han 5. The
minimum expected count is .09.
97
STRONWIN CONSULTING
AC.16
Variable 1: Level of importance to consumer: price
Variable 2: Vendors that sell ice cream cakes
We are 90.4% confident that this is a significant association that should be further investigated to
see if a time ordered relationship and correlation exist between these variables.
W here Purcha seA * PriceI mportance Crosstabula tion
Count
W herePurc has eA
Total
Baskin Robbins
Dairy Queen
Cold Stone
Grocery St ore
Definat ely
Unimportant
5
0
0
4
9
Very
Unimportant
0
0
3
1
4
PriceImportanc e
As Important
as
Unimportant Unimportant
4
7
1
2
0
2
3
4
8
15
Important
11
1
0
5
17
Very Important
7
2
2
5
16
Definat ely
Important
19
3
5
5
32
Total
53
9
12
27
101
Chi-Square Te sts
Pearson Chi-Square
Lik elihood Ratio
Linear-by-Linear
As soc iation
N of Valid Cases
Value
26.159 a
25.964
2.169
18
18
As ymp. Sig.
(2-sided)
.096
.101
1
.141
df
101
a. 23 cells (82.1% ) have expected count less t han 5. The
minimum expected count is .36.
98
STRONWIN CONSULTING
AC.17
Variable 1: Level of importance to consumer: taste
Variable 2: Event for which consumers purchase ice cream cakes
We are 99.9% confident that this is a significant association that should be further investigated to
see if a time ordered relationship and correlation exist between these variables.
WhyPurchaseA * TasteImportance Crosstabulation
Count
WhyPurchaseA
Total
0
Fun
Birthday
Party
Barmitzfa
Father's Day
Monther's Day
Holiday
Self
Family Visits
Very
Unimportant
0
0
1
1
0
0
0
0
0
0
2
Unimportant
0
0
2
0
0
0
0
0
0
1
3
TasteImportance
As Important
as
Unimportant
Important
0
1
0
1
1
8
1
0
0
0
0
0
0
0
0
0
0
0
0
0
2
10
Very Important
0
0
16
0
0
0
0
2
1
0
19
Definately
Important
0
0
51
2
1
1
1
0
0
0
56
Total
1
1
79
4
1
1
1
2
1
1
92
Chi-Square Te sts
Pearson Chi-Square
Lik elihood Ratio
Linear-by-Linear
As soc iation
N of Valid Cases
Value
81.115 a
38.215
2.115
45
45
As ymp. Sig.
(2-sided)
.001
.753
1
.146
df
92
a. 57 cells (95.0% ) have expected count less t han 5. The
minimum expected count is .02.
99
STRONWIN CONSULTING
AC.18
Variable 1: Level of importance to consumer: taste
Variable 2: Vendor from which consumer is most likely to buy an ice cream cake
We are 96% confident that this is a significant association that should be further investigated to
see if a time ordered relationship and correlation exist between these variables.
TasteImportance * WhereLikelyPurchase Crosstabulation
Count
WhereLikelyPurchas e
TasteImportance
Total
Very Unimportant
Unimportant
As Important as
Unimportant
Important
Very Important
Definately Important
Baskin
Robbins
1
1
Dairy Queen
0
1
Cold Stone
0
0
Grocery Store
1
2
1
0
0
4
11
32
50
3
1
2
7
3
2
12
17
Other
Total
0
0
2
4
2
1
4
2
7
13
27
1
0
0
2
13
21
59
103
Chi-Square Te sts
Pearson Chi-Square
Lik elihood Ratio
Linear-by-Linear
As soc iation
N of Valid Cases
Value
32.294 a
24.837
3.170
20
20
As ymp. Sig.
(2-sided)
.040
.208
1
.075
df
103
a. 24 cells (80.0% ) have expected count less t han 5. The
minimum expected count is .04.
100
STRONWIN CONSULTING
AC.19
Variable 1: Level of importance to consumer: distance to vendor
Variable 2: Vendors that sell ice cream cakes
We are 93.2% confident that this is a significant association that should be further investigated to
see if a time ordered relationship and correlation exist between these variables.
Di stanceIm portance * Where PurchaseA Crosstabula tion
Count
W herePurc has eA
DistanceImport anc e
Definately Unimportant
Very Unimportant
Unimportant
As Important as
Unimportant
Import ant
Very Important
Definately Important
Total
Baskin
Robbins
2
0
7
Dairy Queen
0
2
0
Cold Stone
1
1
0
Grocery St ore
2
0
4
13
3
2
3
21
9
15
7
53
3
1
0
9
4
2
2
12
4
8
6
27
20
26
15
101
Total
5
3
11
Chi-Square Te sts
Pearson Chi-Square
Lik elihood Ratio
Linear-by-Linear
As soc iation
N of Valid Cases
Value
27.618 a
26.858
.114
18
18
As ymp. Sig.
(2-sided)
.068
.082
1
.736
df
101
a. 20 cells (71.4% ) have expected count less t han 5. The
minimum expected count is .27.
101
STRONWIN CONSULTING
AC.20
Variable 1: Level of importance to consumer: level of customization
Variable 2: Vendors that sell ice cream cakes
We are 91.7% confident that this is a significant association that should be further investigated to
see if a time ordered relationship and correlation exist between these variables.
Custom iza tionImporta nce * W herePurchaseA Crosstabulation
Count
W herePurc has eA
CustomizationImportance Definat ely Unimportant
Very Unimportant
Unimportant
As Important as
Unimportant
Important
Very Important
Definat ely Important
Total
Baskin
Robbins
6
4
9
Dairy Queen
0
0
0
Cold Stone
0
1
0
Grocery St ore
3
4
3
7
1
2
5
15
12
12
3
53
3
1
4
9
5
0
4
12
4
2
6
27
24
15
17
101
Total
9
9
12
Chi-Square Te sts
Pearson Chi-Square
Lik elihood Ratio
Linear-by-Linear
As soc iation
N of Valid Cases
Value
26.815 a
32.767
.199
18
18
As ymp. Sig.
(2-sided)
.083
.018
1
.655
df
101
a. 22 cells (78.6% ) have expected count less t han 5. The
minimum expected count is .80.
102
STRONWIN CONSULTING
AC.21
Variable 1: Ice cream cake for 16 people: consumer price expectation
Variable 2: Vendors that sell ice cream cakes
We are 96.5% confident that this is a significant association that should be further investigated to
see if a time ordered relationship and correlation exist between these variables.
PayForCake * WherePurchaseA Crosstabulation
Count
WherePurchaseA
PayForCake
Total
$8.00
$10.00
$12.00
$12.50
$12.99
$13.00
$15.00
$16.00
$17.00
$17.50
$18.00
$20.00
$20.25
$21.00
$22.50
$22.53
$24.00
$25.00
$27.50
$29.00
$30.00
$32.50
$35.00
$40.00
Baskin
Robbins
0
2
2
3
1
0
7
0
1
1
0
11
4
0
1
0
0
9
1
1
5
0
3
1
53
Dairy Queen
0
2
0
0
0
0
0
1
0
0
0
2
1
2
0
0
0
0
0
0
1
0
0
0
9
Cold Stone
0
0
0
0
0
0
1
2
0
0
1
2
1
0
0
0
1
2
0
0
1
1
0
0
12
Grocery Store
1
4
2
0
0
2
6
0
0
0
0
3
0
0
0
1
0
4
0
0
2
0
2
0
27
Total
1
8
4
3
1
2
14
3
1
1
1
18
6
2
1
1
1
15
1
1
9
1
5
1
101
Chi-Square Te sts
Pearson Chi-Square
Lik elihood Ratio
Linear-by-Linear
As soc iation
N of Valid Cases
Value
91.745 a
78.276
2.172
69
69
As ymp. Sig.
(2-sided)
.035
.208
1
.141
df
101
a. 93 cells (96.9% ) have expected count less t han 5. The
minimum expected count is .09.
103
STRONWIN CONSULTING
AC.22
Variable 1: Willingness to pay 10% premium for ice cream cakes with a superior taste
Variable 2: Event for which consumers purchase ice cream cakes
We are 99.99% confident that this is a significant association that should be further investigated
to see if a time ordered relationship and correlation exist between these variables.
Ta stePayMore * W hyPurchaseA Crosstabula tion
Count
0
TastePayMore 1
2
3
4
5
6
7
Total
Fun
0
0
0
0
1
0
0
1
0
0
1
0
0
0
0
1
Birthday
3
5
0
8
18
17
28
79
Party
0
0
0
0
1
1
2
4
W hyPurchaseA
Barmit zfa Father's Day
0
0
0
0
0
0
0
0
0
1
0
0
1
0
1
1
Monther's Day
0
0
0
0
1
0
0
1
Holiday
0
0
0
0
1
1
0
2
Self
1
0
0
0
0
0
0
1
Family Vis its
1
0
0
0
0
0
0
1
Total
5
5
1
8
23
19
31
92
Chi-Square Te sts
Pearson Chi-Square
Lik elihood Ratio
Linear-by-Linear
As soc iation
N of Valid Cases
Value
142.173a
39.001
5.541
54
54
As ymp. Sig.
(2-sided)
.000
.938
1
.019
df
92
a. 66 cells (94.3% ) have expected count less t han 5. The
minimum expected count is .01.
104
STRONWIN CONSULTING
AC.23
Variable 1: Willingness to pay 10% premium for ice cream cakes with a superior taste
Variable 2: Vendor from which consumer is most likely to buy an ice cream cake
We are 98.1% confident that this is a significant association that should be further investigated to
see if a time ordered relationship and correlation exist between these variables.
TastePayMore * WhereLikelyPurchase Crosstabulation
Count
WhereLikelyPurchas e
TastePayMore
Total
1
2
3
4
5
6
7
Baskin
Robbins
3
4
0
4
11
12
16
50
Dairy Queen
1
0
0
0
2
0
4
7
Cold Stone
0
0
0
3
4
3
7
17
Grocery Store
2
1
1
2
7
5
9
27
Other
Total
0
0
1
1
0
0
0
2
6
5
2
10
24
20
36
103
Chi-Square Te sts
Pearson Chi-Square
Lik elihood Ratio
Linear-by-Linear
As soc iation
N of Valid Cases
Value
40.534 a
26.121
.049
24
24
As ymp. Sig.
(2-sided)
.019
.347
1
.826
df
103
a. 28 cells (80.0% ) have expected count less t han 5. The
minimum expected count is .04.
105
STRONWIN CONSULTING
AC.24
Variable 1: Willingness to pay 10% premium for ice cream cakes with superior visual appeal
Variable 2: Event for which consumers purchase ice cream cakes
We are 99.8% confident that this is a significant association that should be further investigated to
see if a time ordered relationship and correlation exist between these variables.
Crosstab
Count
1
WhyPurchaseA
Total
0
Fun
Birthday
Party
Barmitzfa
Father's Day
Monther's Day
Holiday
Self
Family Visits
2
0
0
6
0
0
0
1
0
0
1
8
3
0
1
2
0
0
0
0
0
0
0
3
Vis ualPayMore
4
0
1
0
0
3
14
2
0
0
0
0
1
0
0
0
1
0
1
0
0
5
18
5
6
0
0
22
0
1
0
0
1
0
0
24
7
0
0
19
2
0
0
0
0
0
0
21
Total
0
0
13
0
0
0
0
0
0
0
13
1
1
79
4
1
1
1
2
1
1
92
Chi-Square Te sts
Pearson Chi-Square
Lik elihood Ratio
Linear-by-Linear
As soc iation
N of Valid Cases
Value
88.300 a
45.545
3.175
54
54
As ymp. Sig.
(2-sided)
.002
.787
1
.075
df
92
a. 65 cells (92.9% ) have expected count less t han 5. The
minimum expected count is .03.
106
STRONWIN CONSULTING
AC.25
Variable 1: Willingness to pay 10% premium for ice cream cakes with a superior level of
customization
Variable 2: Event for which consumers purchase ice cream cakes
We are 99.9% confident that this is a significant association that should be further investigated to
see if a time ordered relationship and correlation exist between these variables.
Crosstab
Count
1
WhyPurchaseA
Total
0
Fun
Birthday
Party
Barmitzfa
Father's Day
Monther's Day
Holiday
Self
Family Visits
2
0
0
2
0
0
0
0
0
0
1
3
3
0
1
3
1
0
0
0
0
1
0
6
CustomizationPayMore
4
5
0
1
0
0
0
0
7
15
25
1
0
0
0
0
0
0
1
0
0
0
0
0
2
0
0
0
0
0
0
0
8
19
25
6
7
0
0
15
2
0
0
0
0
0
0
17
Total
0
0
12
0
1
0
1
0
0
0
14
1
1
79
4
1
1
1
2
1
1
92
Chi-Square Te sts
Pearson Chi-Square
Lik elihood Ratio
Linear-by-Linear
As soc iation
N of Valid Cases
Value
94.693 a
48.571
4.337
54
54
As ymp. Sig.
(2-sided)
.001
.683
1
.037
df
92
a. 64 cells (91.4% ) have expected count less t han 5. The
minimum expected count is .03.
107
STRONWIN CONSULTING
AC.26
Variable 1: Level of importance to consumer: level of customization
Variable 2: Vendors that sell ice cream cakes
We are 99% confident that this is a significant association that should be further investigated to
see if a time ordered relationship and correlation exist between these variables.
Crosstab
Count
1
WherePurchaseA
Total
Baskin Robbins
Dairy Queen
Cold Stone
Grocery Store
2
2
0
0
1
3
3
3
0
0
4
7
CustomizationPayMore
4
5
6
12
15
1
1
0
2
0
8
1
9
4
10
22
27
6
7
9
2
0
5
16
Total
6
5
2
3
16
53
9
12
27
101
Chi-Square Te sts
Pearson Chi-Square
Lik elihood Ratio
Linear-by-Linear
As soc iation
N of Valid Cases
Value
34.644 a
37.823
.173
18
18
As ymp. Sig.
(2-sided)
.010
.004
1
.678
df
101
a. 21 cells (75.0% ) have expected count less t han 5. The
minimum expected count is .27.
108
STRONWIN CONSULTING
AC.27
Variable 1: Willingness to pay 10% premium for ice cream cakes bought from a closer vendor to
the vendor
Variable 2: Event for which consumers purchase ice cream cakes
We are 92.7% confident that this is a significant association that should be further investigated to
see if a time ordered relationship and correlation exist between these variables.
W hyPurchase A * Distance Pa yMore Crosstabulation
Count
1
W hyPurchaseA 0
Fun
Birthday
Party
Barmit zfa
Father's Day
Monther's Day
Holiday
Self
Family Vis its
Total
2
0
0
4
0
0
0
0
0
0
1
5
3
0
0
4
0
0
0
1
0
0
0
5
DistancePayMore
4
0
0
0
0
6
10
1
0
0
0
0
1
0
0
0
0
0
0
0
0
7
11
5
6
1
1
20
0
0
0
0
2
0
0
24
7
0
0
18
3
0
0
0
0
1
0
22
Total
0
0
17
0
1
0
0
0
0
0
18
1
1
79
4
1
1
1
2
1
1
92
Chi-Square Te sts
Pearson Chi-Square
Lik elihood Ratio
Linear-by-Linear
As soc iation
N of Valid Cases
Value
69.772 a
42.292
1.618
54
54
As ymp. Sig.
(2-sided)
.073
.876
1
.203
df
92
a. 65 cells (92.9% ) have expected count less t han 5. The
minimum expected count is .05.
109
STRONWIN CONSULTING
AC.28
Variable 1: Willingness to pay 10% premium for ice cream cakes for more important events
Variable 2: Event for which consumers purchase ice cream cakes
We are 99.9% confident that this is a significant association that should be further investigated to
see if a time ordered relationship and correlation exist between these variables.
W hyPurchase A * Eve ntIm portancePa yMore Crosstabula tion
Count
1
W hyPurchaseA 0
Fun
Birthday
Party
Barmit zfa
Father's Day
Monther's Day
Holiday
Self
Family Vis its
Total
2
0
0
4
0
0
0
0
0
0
1
5
0
1
1
0
0
0
0
0
0
0
2
EventImportanc ePayMore
3
4
5
0
0
1
0
0
0
3
3
15
1
1
0
0
0
0
0
0
0
0
0
1
0
0
0
0
0
0
0
0
0
4
4
17
6
7
0
0
23
0
0
1
0
2
0
0
26
Total
0
0
30
2
1
0
0
0
1
0
34
1
1
79
4
1
1
1
2
1
1
92
Chi-Square Te sts
Pearson Chi-Square
Lik elihood Ratio
Linear-by-Linear
As soc iation
N of Valid Cases
Value
92.940 a
40.548
.309
54
54
As ymp. Sig.
(2-sided)
.001
.912
1
.579
df
92
a. 67 cells (95.7% ) have expected count less t han 5. The
minimum expected count is .02.
110
STRONWIN CONSULTING
AC.29
Variable 1: Gender
Variable 2: Time since eating at an ice cream parlor
We are 95.8% confident that this is a significant association that should be further investigated to
see if a time ordered relationship and correlation exist between these variables.
Crosstab
Count
TimeS inceParlor
Less Than One Week
More t han 1 week,
Less than 1 Month
1 Mont h to less than 3
months
3 mont hs t o Less
than 5 months
5 mont hs t o les s than
7 mont hs
7 mont hs t o les s than
9 mont hs
11 months to 1 year
More t han one year
Gender
Female
Male
4
8
Total
Total
12
10
7
17
13
6
19
11
2
13
12
2
14
0
1
1
6
11
67
8
7
41
14
18
108
Chi-Square Te sts
Pearson Chi-Square
Lik elihood Ratio
Linear-by-Linear
As soc iation
N of Valid Cases
Value
14.575 a
15.565
.003
7
7
As ymp. Sig.
(2-sided)
.042
.029
1
.960
df
108
a. 4 c ells (25.0%) have ex pec ted c ount les s than 5. The
minimum expected count is .38.
111
STRONWIN CONSULTING
AC.30
Variable 1: Gender
Variable 2: Vendors that sell ice cream cakes
We are 94.8% confident that this is a significant association that should be further investigated to
see if a time ordered relationship and correlation exist between these variables.
Crosstab
Count
WherePurchaseA
Gender
Female
Male
38
15
4
5
9
3
12
15
63
38
Baskin Robbins
Dairy Queen
Cold Stone
Grocery Store
Total
Total
53
9
12
27
101
Chi-Square Te sts
Pearson Chi-Square
Lik elihood Ratio
Linear-by-Linear
As soc iation
N of Valid Cases
Value
7.710a
7.653
4.232
3
3
As ymp. Sig.
(2-sided)
.052
.054
1
.040
df
101
a. 2 c ells (25.0%) have ex pec ted c ount les s than 5. The
minimum expected count is 3.39.
112
STRONWIN CONSULTING
AC.31
Variable 1: Gender
Variable 2: Level of importance to consumer: price
We are 92.9% confident that this is a significant association that should be further investigated to
see if a time ordered relationship and correlation exist between these variables.
PriceImportance * Gender Crosstabulation
Count
PriceImportance
Definately Unimportant
Very Unimportant
Unimportant
As Important as
Unimportant
Important
Very Important
Definately Important
Gender
Female
Male
4
5
4
0
3
5
Total
Total
9
4
8
7
10
17
13
12
24
67
8
5
8
41
21
17
32
108
Chi-Square Te sts
Pearson Chi-Square
Lik elihood Ratio
Linear-by-Linear
As soc iation
N of Valid Cases
Value
11.628 a
12.917
4.061
6
6
As ymp. Sig.
(2-sided)
.071
.044
1
.044
df
108
a. 5 c ells (35.7%) have ex pec ted c ount les s than 5. The
minimum expected count is 1.52.
113
STRONWIN CONSULTING
AC.32
Variable 1: Gender
Variable 2: Level of importance to consumer: taste
We are 97.4% confident that this is a significant association that should be further investigated to
see if a time ordered relationship and correlation exist between these variables.
TasteImportance * Gender Crosstabulation
Count
TasteImportance
Very Unimportant
Unimportant
As Important as
Unimportant
Important
Very Important
Definately Important
Gender
Female
Male
2
0
0
4
Total
Total
2
4
1
3
4
9
18
37
67
5
5
24
41
14
23
61
108
Chi-Square Te sts
Pearson Chi-Square
Lik elihood Ratio
Linear-by-Linear
As soc iation
N of Valid Cases
Value
12.740 a
14.794
1.043
5
5
As ymp. Sig.
(2-sided)
.026
.011
1
.307
df
108
a. 6 c ells (50.0%) have ex pec ted c ount les s than 5. The
minimum expected count is .76.
114
STRONWIN CONSULTING
AC.33
Variable 1: Gender
Variable 2: Level of importance to consumer: visual appeal
We are 97.4% confident that this is a significant association that should be further investigated to
see if a time ordered relationship and correlation exist between these variables.
DecorationImportance * Gender Crosstabulation
Count
DecorationImportance
Definately Unimportant
Very Unimportant
Unimportant
As Important as
Unimportant
Important
Very Important
Definately Important
Gender
Female
Male
6
7
8
2
6
11
Total
Total
13
10
17
10
7
17
13
14
10
67
8
1
5
41
21
15
15
108
Chi-Square Te sts
Pearson Chi-Square
Lik elihood Ratio
Linear-by-Linear
As soc iation
N of Valid Cases
Value
14.375 a
15.983
3.765
6
6
As ymp. Sig.
(2-sided)
.026
.014
1
.052
df
108
a. 2 c ells (14.3%) have ex pec ted c ount les s than 5. The
minimum expected count is 3.80.
115
STRONWIN CONSULTING
AC.34
Variable 1: Gender
Variable 2: Willingness to pay 10% premium for ice cream cakes with a superior taste
We are 92% confident that this is a significant association that should be further investigated to
see if a time ordered relationship and correlation exist between these variables.
Ta stePayMore * Gender Crosstabula tion
Count
TastePayMore 1
2
3
4
5
6
7
Total
Gender
Female
Male
3
3
3
2
0
2
10
0
18
8
12
10
21
16
67
41
Total
6
5
2
10
26
22
37
108
Chi-Square Te sts
Pearson Chi-Square
Lik elihood Ratio
Linear-by-Linear
As soc iation
N of Valid Cases
Value
11.299 a
15.323
.182
6
6
As ymp. Sig.
(2-sided)
.080
.018
1
.669
df
108
a. 7 c ells (50.0%) have ex pec ted c ount les s than 5. The
minimum expected count is .76.
116
STRONWIN CONSULTING
AC.35
Variable 1: Gender
Variable 2: Willingness to pay 10% premium for ice cream cakes for more important events
We are 99% confident that this is a significant association that should be further investigated to
see if a time ordered relationship and correlation exist between these variables.
EventI mportanceP ayMore * Gender Crosstabulati on
Count
EventImportanc ePayMore 1
2
3
4
5
6
7
Total
Gender
Female
Male
2
4
1
3
3
1
1
3
13
11
25
3
22
16
67
41
Total
6
4
4
4
24
28
38
108
Chi-Square Te sts
Pearson Chi-Square
Lik elihood Ratio
Linear-by-Linear
As soc iation
N of Valid Cases
Value
16.780 a
18.364
3.671
6
6
As ymp. Sig.
(2-sided)
.010
.005
1
.055
df
108
a. 8 c ells (57.1%) have ex pec ted c ount les s than 5. The
minimum expected count is 1.52.
117
STRONWIN CONSULTING
AC.36
Variable 1: Income
Variable 2: Event for which consumers purchase ice cream cakes
We are 99.3% confident that this is a significant association that should be further investigated to
see if a time ordered relationship and correlation exist between these variables.
IncomeAnnual * WhyPurchaseA Crosstabulation
Count
0
IncomeAnnual
Total
$12,000.00
$16,800.00
$18,000.00
$20,000.00
$23,000.00
$32,000.00
$35,000.00
$37,000.00
$40,000.00
$42,000.00
$45,000.00
$48,000.00
$50,000.00
$56,000.00
$60,000.00
$62,500.00
$65,000.00
$70,000.00
$71,000.00
$72,000.00
$73,000.00
$75,000.00
$80,000.00
$82,000.00
$84,805.00
$85,000.00
$95,000.00
$100,000.00
$120,000.00
$150,000.00
$160,000.00
$190,000.00
$300,000.00
$1,000,000.00
Fun
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
1
0
0
0
0
1
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
1
0
0
0
0
0
0
1
Birthday
0
1
1
3
1
1
4
1
4
1
1
0
4
1
3
1
1
3
1
1
1
3
3
2
18
2
1
6
5
2
1
1
0
1
79
Party
0
0
0
0
0
0
0
0
0
0
0
1
0
0
0
0
0
0
0
0
0
1
0
0
1
1
0
0
0
0
0
0
0
0
4
WhyPurchaseA
Barmitzfa
Father's Day
0
1
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
1
0
0
0
1
1
Monther's Day
0
0
0
0
0
0
0
0
0
0
1
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
1
Holiday
0
0
0
0
0
1
0
0
0
0
0
0
0
0
1
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
2
Self
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
1
0
0
0
0
0
0
0
0
0
1
Family Visits
0
0
0
0
0
0
0
0
1
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
1
Total
1
1
1
3
1
2
4
1
5
1
2
1
4
1
4
1
1
3
1
1
1
4
3
2
20
3
1
7
5
3
1
1
1
1
92
Chi-Square Te sts
Pearson Chi-Square
Lik elihood Ratio
Linear-by-Linear
As soc iation
N of Valid Cases
Value
360.386a
79.071
.515
297
297
As ymp. Sig.
(2-sided)
.007
1.000
1
.473
df
92
a. 338 cells (99.4%) have expected count less than 5. The
minimum expected count is .01.
118
STRONWIN CONSULTING
AC.37
Variable 1: Income
Variable 2: Likelihood that consumer purchases next ice cream cake from Cold Stone Creamery
We are 99.8% confident that this is a significant association that should be further investigated to
see if a time ordered relationship and correlation exist between these variables.
IncomeAnnual * CSLikely Crosstabulation
Count
IncomeAnnual
Total
$12,000.00
$16,800.00
$18,000.00
$20,000.00
$23,000.00
$25,000.00
$30,000.00
$32,000.00
$35,000.00
$37,000.00
$40,000.00
$42,000.00
$45,000.00
$48,000.00
$50,000.00
$56,000.00
$60,000.00
$62,500.00
$65,000.00
$70,000.00
$71,000.00
$72,000.00
$73,000.00
$75,000.00
$80,000.00
$82,000.00
$84,805.00
$85,000.00
$95,000.00
$100,000.00
$120,000.00
$150,000.00
$160,000.00
$190,000.00
$300,000.00
$1,000,000.00
Definately
Unlikely
0
0
0
1
0
1
1
1
3
0
3
0
0
1
4
0
1
0
0
3
0
1
1
3
0
0
8
1
0
3
2
1
1
0
0
0
40
Very Unlikely
0
1
0
0
0
0
0
1
0
0
1
0
0
0
1
0
1
0
2
0
0
0
0
0
0
0
7
1
0
2
1
0
0
1
0
0
19
Unlikely
0
0
0
0
0
0
0
0
2
0
0
0
1
0
1
0
0
0
0
0
0
0
0
0
0
1
6
0
0
2
1
1
0
0
0
1
16
CSLikely
As Likely
as Unlikely
0
0
1
0
1
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
1
0
0
0
0
0
0
0
0
0
3
Likely
1
0
0
1
0
0
0
0
0
0
0
0
1
0
0
0
0
1
0
1
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
5
Very Likely
0
0
0
0
0
0
0
0
0
0
0
0
1
0
0
0
2
0
0
0
1
0
0
0
2
0
2
1
1
1
2
0
0
0
0
0
13
Definately
Likely
0
0
0
1
0
0
0
0
0
1
1
1
0
0
0
1
0
0
0
0
0
0
0
1
1
1
2
0
0
0
0
1
0
0
1
0
12
Total
1
1
1
3
1
1
1
2
5
1
5
1
3
1
6
1
4
1
2
4
1
1
1
4
3
2
26
3
1
8
6
3
1
1
1
1
108
Chi-Square Te sts
Pearson Chi-Square
Lik elihood Ratio
Linear-by-Linear
As soc iation
N of Valid Cases
Value
274.669a
167.965
.113
210
210
As ymp. Sig.
(2-sided)
.002
.985
1
.736
df
108
a. 251 cells (99.6%) have expected count less than 5. The
minimum expected count is .03.
119
STRONWIN CONSULTING
AC.38
Variable 1: Eat at Dairy Queen: times per year
Variable 2: Time since eating at an ice cream parlor
We are 99.99% confident that this is a significant association that should be further investigated
to see if a time ordered relationship and correlation exist between these variables.
EatDQperYear * TimeSinceParlor Crosstabulation
Count
EatDQperYear
Total
0
1
2
3
4
5
6
8
10
12
15
Less Than
One Week
6
1
0
0
1
0
2
0
1
1
0
12
More than 1
week, Less
than 1 Month
7
0
1
2
4
2
0
1
0
0
0
17
1 Month to
les s than
3 months
6
5
4
3
1
0
0
0
0
0
0
19
TimeSinceParlor
3 months to
5 months to
Less than 5
les s than 7
months
months
7
13
1
0
3
0
0
0
1
0
0
0
1
0
0
0
0
0
0
0
0
1
13
14
7 months to
les s than 9
months
0
0
0
0
0
1
0
0
0
0
0
1
11 months
to 1 year
8
4
1
0
0
0
0
1
0
0
0
14
More than
one year
14
1
1
1
1
0
0
0
0
0
0
18
Total
61
12
10
6
8
3
3
2
1
1
1
108
Chi-Square Te sts
Pearson Chi-Square
Lik elihood Ratio
Linear-by-Linear
As soc iation
N of Valid Cases
Value
125.915a
89.219
7.453
70
70
As ymp. Sig.
(2-sided)
.000
.060
1
.006
df
108
a. 81 cells (92.0% ) have expected count less t han 5. The
minimum expected count is .01.
120
STRONWIN CONSULTING
AC.39
Variable 1: Eat at Cold Stone: times per year
Variable 2: Parlor eating frequency
We are 99.99% confident that this is a significant association that should be further investigated
to see if a time ordered relationship and correlation exist between these variables.
EatCSperYear * ParlorFrequency Crosstabulation
Count
0
EatCSperYear
Total
0
1
2
3
4
5
8
10
12
20
24
80
1
0
0
0
0
0
0
0
0
0
0
0
1
1 time per
year
23
11
0
0
0
0
0
0
0
0
0
0
34
2 times
per year
14
4
5
2
0
0
0
0
0
0
0
0
25
ParlorFrequency
4 times
6 times
per year
per year
7
3
3
0
4
0
0
0
1
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
15
3
1 time per
month
6
2
3
0
0
0
0
1
3
0
0
0
15
2 times
per month
0
0
1
0
1
1
1
0
0
1
0
0
5
1 time per
week or more
4
0
2
0
0
1
0
0
0
0
1
1
9
Total
58
20
15
2
2
2
1
1
3
1
1
1
107
Chi-Square Te sts
Pearson Chi-Square
Lik elihood Ratio
Linear-by-Linear
As soc iation
N of Valid Cases
Value
142.582a
91.212
14.666
77
77
As ymp. Sig.
(2-sided)
.000
.128
1
.000
df
107
a. 91 cells (94.8% ) have expected count less t han 5. The
minimum expected count is .01.
121
STRONWIN CONSULTING
AC.40
Variable 1: Buy ice cream cakes
Variable 2: Parlor eating frequency
We are 89% confident that this is a significant association; however, this does not meet the
standards of 90% confidences that we are using in this report. But further investigation should be
used to see if a time ordered relationship and correlation exist between these variables.
PurchaseIceCreamCakes * ParlorFrequency Crosstabulation
Count
0
PurchaseIce
CreamCakes
Total
0
1
2
3
4
5
10
1
0
0
0
0
0
0
1
1 time per
year
28
4
1
1
0
0
0
34
2 times
per year
20
3
2
0
0
0
0
25
ParlorFrequency
4 times
6 times
per year
per year
10
2
3
1
2
0
0
0
0
0
0
0
0
0
15
3
1 time per
month
5
4
4
1
0
0
0
14
2 times
per month
3
2
0
0
0
0
0
5
1 time per
week or more
3
2
1
0
1
1
1
9
Total
72
19
10
2
1
1
1
106
Chi-Square Te sts
Pearson Chi-Square
Lik elihood Ratio
Linear-by-Linear
As soc iation
N of Valid Cases
Value
53.468 a
36.068
17.789
42
42
As ymp. Sig.
(2-sided)
.110
.728
1
.000
df
106
a. 50 cells (89.3% ) have expected count less t han 5. The
minimum expected count is .01.
122
STRONWIN CONSULTING
AC.41
Variable 1: Eat at Baskin-Robbins: times per year
Variable 2: Parlor eating frequency
We are 89.6% confident that this is a significant association; however, this does not meet the
standards of 90% confidences that we are using in this report. But further investigation should be
used to see if a time ordered relationship and correlation exist between these variables.
Ea tBRperYear * ParlorFre que ncy Crossta bul ation
Count
0
EatBRperYear
Total
0
1
1
2
3
3
4
4
5
5
6
10
12
16
20
24
100
1
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
1
1 t ime per
year
24
0
7
1
0
1
0
0
0
0
1
0
0
0
0
0
0
34
2 t imes
per year
17
1
3
1
1
0
1
0
1
1
0
0
0
0
0
0
0
26
ParlorFrequenc y
4 t imes
6 t imes
per year
per year
8
0
0
0
3
0
2
1
1
0
0
0
0
0
1
1
0
0
0
0
0
1
0
0
0
0
0
0
0
0
0
0
0
0
15
3
1 t ime per
month
4
0
2
3
0
0
0
1
0
2
0
1
1
1
0
0
0
15
2 t imes
per month
2
0
0
1
0
0
0
0
0
0
1
0
0
0
1
0
0
5
1 t ime per
week or more
1
0
3
1
0
0
0
1
0
0
1
0
0
0
0
1
1
9
Total
57
1
18
10
2
1
1
4
1
3
4
1
1
1
1
1
1
108
Chi-Square Te sts
Pearson Chi-Square
Lik elihood Ratio
Linear-by-Linear
As soc iation
N of Valid Cases
Value
131.157a
92.787
12.848
112
112
As ymp. Sig.
(2-sided)
.104
.907
1
.000
df
108
a. 131 cells (96.3%) have expected count less than 5. The
minimum expected count is .01.
123
STRONWIN CONSULTING
Appendix D
Unclear Correlations
NOTE: This section contains weak correlations that are strong enough for regression (Pearson
Correlation value between 0.2 and 0.45) that are unclear. One, two or all of three specific things
that make them unclear:
 The correlations are spurious (caused by a third variable)
 The time-ordered relationship can not be clearly identified
 Causation can not be determined (which variable causes the other)
Several of these correlations could prove to be valuable to Cold Stone Creamery in the
company’s marketing endeavors. We would encourage Cold Stone Creamery to evaluate these
correlations and study them further in future studies.
124
STRONWIN CONSULTING
FU.1
Variable 1: Level of importance to consumer: Level of Customization
Variable 2: Eat at Dairy Queen: times per year
Correlations
CustomizationImportance
EatDQperYear
Pearson Correlation
Sig. (2-tailed)
N
Pearson Correlation
Sig. (2-tailed)
N
Customization
Importance
1
108
.202*
.036
108
EatDQper
Year
.202*
.036
108
1
108
*. Correlation is s ignificant at the 0.05 level (2-tailed).
FU.2
Variable 1: Willingness to pay 10% premium for ice cream cakes with superior visual appeal
Variable 2: Level of importance to consumer: Level of Customization
Correlations
Vis ualPay
More
Vis ualPayMore
CustomizationImportance
Pearson Correlation
Sig. (2-tailed)
N
Pearson Correlation
Sig. (2-tailed)
N
Customization
Importance
1
.287**
.003
108
108
.287**
1
.003
108
108
**. Correlation is s ignificant at the 0.01 level (2-tailed).
125
STRONWIN CONSULTING
FU.3
Variable 1: Level of importance to consumer: Level of Customization
Variable 2: Eat at Cold Stone: times per year
Correlations
CustomizationImportance
EatCSperYear
Pearson Correlation
Sig. (2-tailed)
N
Pearson Correlation
Sig. (2-tailed)
N
Customization
Importance
1
108
.214*
.027
107
EatCSperYear
.214*
.027
107
1
107
*. Correlation is s ignificant at the 0.05 level (2-tailed).
FU.4
Variable 1: Level of importance to consumer: Level of Customization
Variable 2: Level of importance to consumer: Visual Appeal
Correlations
CustomizationImportance
DecorationImportance
Pearson Correlation
Sig. (2-tailed)
N
Pearson Correlation
Sig. (2-tailed)
N
Customization
Importance
1
108
.307**
.001
108
Decoration
Importance
.307**
.001
108
1
108
**. Correlation is s ignificant at the 0.01 level (2-tailed).
126
STRONWIN CONSULTING
FU.5
Variable 1: Level of importance to consumer: Level of Customization
Variable 2: Willingness to pay 10% premium for ice cream cakes with superior visual appeal
Correlations
CustomizationImportance
Vis ualPayMore
Pearson Correlation
Sig. (2-tailed)
N
Pearson Correlation
Sig. (2-tailed)
N
Customization
Importance
1
108
.287**
.003
108
Vis ualPay
More
.287**
.003
108
1
108
**. Correlation is s ignificant at the 0.01 level (2-tailed).
FU.6
Variable 1: Willingness to pay 10% premium for ice cream cakes with a superior taste
Variable 2: Level of importance to consumer: Level of Customization
Correlations
TastePayMore
CustomizationImportance
Pearson Correlation
Sig. (2-tailed)
N
Pearson Correlation
Sig. (2-tailed)
N
Customization
Importance
.211*
.028
108
108
.211*
1
.028
108
108
TastePayMore
1
*. Correlation is s ignificant at the 0.05 level (2-tailed).
127
STRONWIN CONSULTING
FU.7
Variable 1: Level of importance to consumer: Price
Variable 2: Willingness to pay 10% premium for ice cream cakes with superior visual appeal
Correlations
Vis ualPay
More
Vis ualPayMore
PriceImportance
Pearson Correlation
Sig. (2-tailed)
N
Pearson Correlation
Sig. (2-tailed)
N
1
108
.232*
.016
108
Price
Importance
.232*
.016
108
1
108
*. Correlation is s ignificant at the 0.05 level (2-tailed).
FU.8
Variable 1: Willingness to pay 10% premium for ice cream cakes with a superior taste
Variable 2: Willingness to pay 10% premium for ice cream cakes with superior visual appeal
Correlations
Vis ualPay
More
Vis ualPayMore
TastePayMore
Pearson Correlation
Sig. (2-tailed)
N
Pearson Correlation
Sig. (2-tailed)
N
TastePayMore
.322**
.001
108
108
.322**
1
.001
108
108
1
**. Correlation is significant at the 0.01 level (2-tailed).
128
STRONWIN CONSULTING
FU.9
Variable 1: Willingness to pay 10% premium for ice cream cakes with a superior level of
customization
Variable 2: Willingness to pay 10% premium for ice cream cakes with a superior taste
Correlations
CustomizationPayMore
TastePayMore
Pearson Correlation
Sig. (2-tailed)
N
Pearson Correlation
Sig. (2-tailed)
N
Customizati
onPayMore
1
TastePayMore
.375**
.000
108
108
.375**
1
.000
108
108
**. Correlation is s ignificant at the 0.01 level (2-tailed).
FU.10
Variable 1: Willingness to pay 10% premium for ice cream cakes with a superior level of
customization
Variable 2: Willingness to pay 10% premium for ice cream cakes for more important events
Correl ations
Event
Importance
PayMore
EventImportanc ePayMore Pearson Correlation
Sig. (2-tailed)
N
CustomizationPayMore
Pearson Correlation
Sig. (2-tailed)
N
Customizati
onPay More
1
.264**
.006
108
108
.264**
1
.006
108
108
**. Correlation is s ignificant at t he 0.01 level (2-t ailed).
FU.11
129
STRONWIN CONSULTING
Variable 1: Willingness to pay 10% premium for ice cream cakes with superior visual appeal
Variable 2: Willingness to pay 10% premium for ice cream cakes for more important events
Correl ations
Event
Import ance
PayMore
EventImportanc ePayMore Pearson Correlation
Sig. (2-tailed)
N
DistancePayMore
Pearson Correlation
Sig. (2-tailed)
N
1
108
.215*
.025
108
DistancePay
More
.215*
.025
108
1
108
*. Correlation is s ignificant at the 0.05 level (2-tailed).
FU.12
Variable 1: Willingness to pay 10% premium for ice cream cakes for more important events
Variable 2: Level of importance to consumer: Price
Correl ations
Event
Import ance
PayMore
EventImportanc ePayMore Pearson Correlation
Sig. (2-tailed)
N
PriceImportanc e
Pearson Correlation
Sig. (2-tailed)
N
1
108
.223*
.020
108
Price
Import ance
.223*
.020
108
1
108
*. Correlation is s ignificant at the 0.05 level (2-tailed).
FU.13
130
STRONWIN CONSULTING
Variable 1: Willingness to pay 10% premium for ice cream cakes for more important events
Variable 2: Level of importance to consumer: Visual Appeal
Correl ations
Event
Import ance
PayMore
EventImportanc ePayMore Pearson Correlation
Sig. (2-tailed)
N
DecorationImportance
Pearson Correlation
Sig. (2-tailed)
N
1
108
.242*
.012
108
Decoration
Import ance
.242*
.012
108
1
108
*. Correlation is s ignificant at the 0.05 level (2-tailed).
FU.14
Variable 1: Willingness to pay 10% premium for ice cream cakes for more important events
Variable 2: Level of importance to consumer: Taste
Correl ations
Event
Import ance
PayMore
EventImportanc ePayMore Pearson Correlation
Sig. (2-tailed)
N
TastePayMore
Pearson Correlation
Sig. (2-tailed)
N
TastePayMore
.237*
.014
108
108
.237*
1
.014
108
108
1
*. Correlation is s ignificant at the 0.05 level (2-tailed).
131
STRONWIN CONSULTING
FU.15
Variable 1: Willingness to pay 10% premium for ice cream cakes with a superior level of
customization
Variable 2: Make own ice cream cake: times per year
Correlations
CustomizationPayMore
MakeOwnCakes
Customizati
onPayMore
1
Pearson Correlation
Sig. (2-tailed)
N
Pearson Correlation
Sig. (2-tailed)
N
108
.228*
.018
108
MakeOwn
Cakes
.228*
.018
108
1
108
*. Correlation is s ignificant at the 0.05 level (2-tailed).
FU.16
Variable 1: Make own ice cream cake: times per year
Variable 2: Eat at Baskin-Robbins: times per year
This correlation appears to be spurious. Further research should seek to determine if the two
variables have a time ordered relationship or if the correlation is spurious. When we removed
the outlier from the data—one respondent said that they eat at Baskin-Robbins 100 times per
year—we found that there was no longer a correlation between the variables strong enough to
run a regression (0.2 is the minimum strength to run the regression). The first chart shows the
correlation with the outlier and the second chart shows the correlation without the outlier.
Correlations
Age
Age
EatBRperYear
Pearson Correlation
Sig. (2-tailed)
N
Pearson Correlation
Sig. (2-tailed)
N
1
108
-.203*
.035
108
EatBRperYear
-.203*
.035
108
1
108
*. Correlation is significant at the 0.05 level (2-tailed).
Correl ations
EatBRperYear
Age
Pearson Correlation
Sig. (2-tailed)
N
Pearson Correlation
Sig. (2-tailed)
N
EatBRperYear
1
107
-.160
.099
107
Age
-.160
.099
107
1
107
132
STRONWIN CONSULTING
FU.17
Variable 1: Age
Variable 2: Willingness to pay 10% premium for ice cream cakes with a superior level of
customization
This correlation appears to be spurious. Further research should seek to determine if the two
variables have a time ordered relationship or if the correlation is spurious. However, we suspect
this to be a spurious relationship not because of the values—it is probable that older people
would be less willing to pay extra for customizing an ice cream cake—but instead we think this
to be a spurious correlation because it is so weak and because a 40 year age difference only
results in a one point change on the scale of 1 to 7.
In this case, our classifying this as spurious data was based upon both the weak correlation and
the results of the regression. Therefore, we have included both the correlation and the regression
charts in FU.17.
Correlations
Customizati
onPayMore
1
-.273**
.004
108
108
-.273**
1
.004
108
108
Age
Age
CustomizationPayMore
Pearson Correlation
Sig. (2-tailed)
N
Pearson Correlation
Sig. (2-tailed)
N
**. Correlation is s ignificant at the 0.01 level (2-tailed).
Model Summ ary
Change St atist ics
Model
1
R
R Square
.273a
.074
Adjust ed
R Square
.066
St d. Error of
the Es timate
1.491
R Square
Change
.074
F Change
8.518
df1
1
df2
106
Sig. F Change
.004
a. Predic tors: (Constant), Age
Coeffi cientsa
Model
1
(Const ant)
Age
Unstandardized
Coeffic ients
B
St d. Error
5.794
.377
-.025
.008
St andardiz ed
Coeffic ients
Beta
-.273
t
15.386
-2. 918
Sig.
.000
.004
a. Dependent Variable: CustomizationPayMore
133
STRONWIN CONSULTING
FU.18
Variable 1: Ice cream cake for 16 people: Consumer price expectation
Variable 2: Level of importance to consumer: Level of Customization
Correlations
PayForCake
CustomizationImportance
Pearson Correlation
Sig. (2-tailed)
N
Pearson Correlation
Sig. (2-tailed)
N
Customization
Importance
.212*
.028
108
108
.212*
1
.028
108
108
PayForCake
1
*. Correlation is significant at the 0.05 level (2-tailed).
FU.19
Variable 1: Level of importance to consumer: Taste
Variable 2: Consumer level of awareness that Cold Stone Creamery makes ice cream cakes
This is a weak correlation, but it is positive. Therefore, it would appear that a person who is
more aware that Cold Stone Creamery makes ice cream cakes would place a greater level of
importance on the taste of an ice cream cake when making a purchase decision. However, the
reverse could also be true that the consumer that places a greater importance on taste may be
more aware that Cold Stone Creamery makes ice cream cakes. Additionally, this could be a
spurious correlation. Further studies should try to discover the time-ordered or cause and effect
relationship with these two variables if one exists.
Correlations
Taste
Importance
TasteImportance
CSAware
Pearson Correlation
Sig. (2-tailed)
N
Pearson Correlation
Sig. (2-tailed)
N
1
108
.211*
.029
107
CSAware
.211*
.029
107
1
107
*. Correlation is s ignificant at the 0.05 level (2-tailed).
134
STRONWIN CONSULTING
FU.20
Variable 1: Willingness to pay 10% premium for ice cream cakes with a superior taste
Variable 2: Eat at Cold Stone: times per year
Correlations
TastePayMore
CSAware
Pearson Correlation
Sig. (2-tailed)
N
Pearson Correlation
Sig. (2-tailed)
N
TastePayMore
1
108
.243*
.012
107
CSAware
.243*
.012
107
1
107
*. Correlation is significant at the 0.05 level (2-tailed).
Model Summ ary
Change St atist ics
Model
1
R
R Square
.243a
.059
Adjust ed
R Square
.050
St d. Error of
the Es timate
1.665
R Square
Change
.059
F Change
6.569
df1
1
df2
105
Sig. F Change
.012
a. Predic tors: (Constant), CSAware
Coeffi cientsa
Model
1
(Const ant)
CSAware
Unstandardized
Coeffic ients
B
St d. Error
4.948
.234
.167
.065
St andardiz ed
Coeffic ients
Beta
.243
t
21.146
2.563
Sig.
.000
.012
a. Dependent Variable: TastePayMore
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STRONWIN CONSULTING
FU.21
Variable 1: Willingness to pay 10% premium for ice cream cakes with superior visual appeal
Variable 2: Willingness to pay 10% premium for ice cream cakes with a superior level of
customization
There is a strong correlation between willingness to pay 10% more for a better visual appeal and
willingness to pay 10% more for a better ability to customize. However, for this correlation to
mean something it must be investigated further. This may be a spurious relationship or there
may be no time ordered relationship. Further investigation should begin by trying to identify the
time ordered relationship if one exists. Once a time ordered relationship has been determined
and the correlation can be shown not to be spurious, then a regression can be run to better
describe the correlation between the two variables.
Correlations
Vis ualPay
More
Vis ualPayMore
CustomizationPayMore
Customizati
onPayMore
1
.452**
.000
108
108
.452**
1
.000
108
108
Pearson Correlation
Sig. (2-tailed)
N
Pearson Correlation
Sig. (2-tailed)
N
**. Correlation is s ignificant at the 0.01 level (2-tailed).
FU.22
Variable 1: Willingness to pay 10% premium for ice cream cakes with superior visual appeal
Variable 2: Willingness to pay 10% premium for ice cream cakes for more important events
There is a strong correlation between willingness to pay 10% more for a better visual appeal and
willingness to pay 10% more purchasing an ice cream cake for a more important event.
However, for this correlation to mean something it must be investigated further. This may be a
spurious relationship or there may be no time ordered relationship. Further investigation should
begin by trying to identify the time ordered relationship if one exists. Once a time ordered
relationship has been determined and the correlation can be shown not to be spurious, then a
regression can be run to better describe the correlation between the two variables
Correl ations
VisualPay
More
VisualPayMore
Pearson Correlation
Sig. (2-tailed)
N
EventImportanc ePayMore Pearson Correlation
Sig. (2-tailed)
N
1
108
.531**
.000
108
Event
Import ance
PayMore
.531**
.000
108
1
108
**. Correlation is s ignificant at the 0.01 level (2-tailed).
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STRONWIN CONSULTING
Appendix E
Recommendation Justification
NOTE: This section explains our recommendation that Cold Stone Creamery do more things to
publicize its ice cream cake sales to its current customers. Mr. Nielsen suggested to us that 53%
of Cold Stone Creamery customers do not know that Cold Stone Creamery makes and sells ice
cream cakes. The suggestions below were created by the focus groups and Stronwin Consulting
after studying the marketing techniques of other ice cream cake retailers.
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STRONWIN CONSULTING
Will more people buy ice cream cakes if they are aware that Cold Stone
makes cakes?
We found that 65 out of 108 people surveyed suggested that Baskin-Robbins makes ice cream
cakes, while only 18 out of 100 suggested that Cold Stone makes ice cream cakes. Cold Stone
has slightly less than four times as much awareness in the market as does Baskin-Robbins.
People who eat at Baskin-Robbins more often are more likely to purchase an ice cream cake.
This relationship is both strongly associated and correlated. In fact, we found that for each
additional time that a person eats at Baskin-Robbins, they purchase 0.092 more ice cream cakes.
In other words, if a person eats seven to eight times per year at Baskin-Robbins, they will
purchase one ice cream cake. They will purchase one additional ice cream cake if they eat at
Baskin-Robbins 11 additional times during the year. These numbers have a significance level of
0.000. The R value of 0.719 shows a strong correlation between these two variables.
How does this apply to Cold Stone?
Using cross-tabulation, we find that there is a relationship that is significant at the 0.000 level
between the frequency of a person eating at Cold Stone and the number of times they purchase
ice cream cakes in a year. The R value is approximately half of that of Baskin-Robbins at 0.328.
Thus, the correlation is weak, especially in comparison to the correlation between ice cream cake
purchases and eating at Baskin-Robbins. Why is there a difference in the strength of correlation?
The difference is found in market awareness of the companies’ respective ice cream cake
production. We found that 60.12% (65/108) of the population of Salt Lake County is aware that
Baskin-Robbins makes ice cream cakes. However, when we asked Salt Lake County consumers
to tell us where ice cream cakes could be purchased, only 16.7% (18/108) told us that Cold Stone
Creamery sells ice cream cakes.
RECOMMENDATION:
Therefore, we recommend that Cold Stone Creamery more effectively advertise the fact that it
sells ice cream cakes. Our focus groups had some suggestions for Cold Stone, as do we. Place
the cake freezer in a location where people can easily notice that there is a freezer full of ice
cream cakes. When people walk into a Cold Stone store, they have to turn 90% to notice the
cooler, which is not even full of cakes. The focus groups repeatedly mentioned that BaskinRobbins and Dairy Queen cakes are very visible when you walk into the store. It seems that Cold
Stone tucks its coolers in a place where the cakes are easily ignored. Therefore, Cold Stone needs
to reposition the ice cream cooler case where it is very visible and easily accessible. Cold Stone
also needs to make sure that the coolers have a broad range of available cakes to purchase.
Place a book of possible cakes (with color pictures) on a stand near the front of the line so that
customers can browse the book and familiarize themselves with Cold Stone cakes while waiting
to purchase creations.
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STRONWIN CONSULTING
Put an advertisement about Cold Stone’s cakes underneath a clear table cloth on the tables that
are available for customers to eat at. Also, a stand-up advertisement about the cakes placed on
the table would be very effective to get customer awareness. Sell cakes by the slice to those who
come in. These items are high profit margin, and selling it by the slice would also increase
awareness.
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STRONWIN CONSULTING
Appendix F
Margin of Error Calculation
NOTE: This section explains how our margin of error was calculated and details the value for
the margin of error at +/- 4%.
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STRONWIN CONSULTING
Margin of Error
The margin of error for our questionnaire results was + or – 5%. To get this value, we used the
following formula:
Interval 
p  1  p 
Z
n
This equation has three different variables:
n. This is the actual number of people who responded to the survey, in our case 108.
Z. This is the Z-score associated with the level of confidence chosen. For our survey, we
chose the level of confidence at 95%. The Z-score for a 95% confidence interval is 1.96.
p. This is an estimate of the percentage of respondents answering a particular survey
question. Because we were able to interview each respondent, we handed out candy, and
asked an inducement question, we were able to significantly raise the percentage of
respondents who answered each question. Because we followed these methods, we got a
respondent answer rate of about 90%.
If we plug these values into the above formula, n = 108, Z = 1.96, and p = .90, we get a margin
of error at + or – 4%.
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STRONWIN CONSULTING
Appendix G
Sample Size Calculation
NOTE: This section explains how we calculated the sample size needed for our survey. We
calculated a sample size of 37 in order to obtain a 95% confidence interval. However, we
finished the survey with 108 responses.
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STRONWIN CONSULTING
Sample Size
To be able to accurately project the results of a survey question from the sample to the entire
population of the target market the correct sample size must be used. This depends on several
variables, which are listed below in the sample size equation.
Z 2  2
in which:
n
E2
n = Sample Size
Z = Level of Significance (Expressed as a Z-Score)
 = Population Standard Deviation (2 = Population Variance)
E = Margin of Error
Below is the calculation of the sample size for this project, along with the Z variable, standard
deviation, and margin of error values. This sample size calculation is based on a pre-survey of
the amount that consumers would expect to pay for an ice cream cake that serves 16 people.
Although a sample size of 37 would have been sufficient, our sample included 108 responses.
Sample Size Calculation
Sample size in statistical theory is dependent on the three variables:
1 Significance level wanted
If you want a 95% significance level (which is a z score of 1.96), then the z squared value is 3.8416.
If you want a 90% significance level (which is a z score of 1.645), then the z squared value is 2.706.
20
15
18
15
2 The variance of the sample (often calculated from a presample)
20
3 The allowable error or margin of error (determined by client)
15
Sample Size = Z squared value * variance / margin of error squared
Z² =
3.846
(this is probably 3.8416 or 2.706)
σ²=
OR
27.267
n= (Z² * σ² / E²)
margin of error=
30
20
10
1.7
15
(this is the standard deviation squared)
10
SAMPLE SIZE=
36.28787636
The variance of the sample is the standard deviation squared. The variance should be determined from either a previous study
or should be calcuated by doing a pre-survey, in which you can determine the standard deviation and sqaure it.
15
20
20
10
5.221749
27.26667
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STRONWIN CONSULTING
Appendix H
Table of Associations and Correlations
NOTE: This section contains a table that shows the significant associations and the correlations
between all of the variables. Also, this table clearly shows which variables are not associated or
correlated.
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STRONWIN CONSULTING
Table of Associations & Correlations
TSP
PF
TPP
PPF
ABR
ADQ
ACS
BIC
EVT
WC
WL
CSA
LCS
MOI
PI
TI
VI
DI
CI
$$$
TE
VE
CE
DE
EIE
G
A
I
S
X
X
X
RW
X
X
X
X
X
X
X
W
X
X
X
X
W
X
RW
W
X
X
X
0.042
X
X
X
X
RW
X
RW
RW
X
X
X
X
X
X
X
X
X
X
W
X
X
X
X
X
X
X
RW
X
TPP
S
X
X
X
W
X
X
X
X
0.02
X
X
X
X
X
X
X
W
RW
X
X
X
X
X
X
PPF
X
X
W
X
X
X
X
X
X
X
X
X
X
X
W
X
X
X
X
X
X
X
X
X
ABR
X
X
S
X
X
X
X
X
RW
X
X
X
X
X
X
X
X
X
W
W
X
RW
X
ADQ
W
X
X
0.076
X
W
X
X
X
W
X
X
RW
X
W
X
X
X
X
X
X
X
ACS
RW
X
0.001
0.009
RW
0.01
X
X
X
X
X
RW
X
X
X
X
X
X
X
X
X
BIC
X
X
X
X
0.064
RW
X
X
X
W
X
X
X
X
X
X
X
X
X
W
X
X
X
0.045
X
X
0.001
X
X
X
X
0
0.002
0.001
0.073
0.001
X
X
0.007
WC
0
0
X
0.089
0.096
X
X
0.068
0.083
0.035
X
X
0.01
X
X
0.052
X
X
WL
0
0.001
X
X
0.04
X
X
X
X
0.019
X
X
X
X
X
X
X
CSA
X
X
X
RW
X
X
X
X
RW
X
X
X
W
X
X
X
LCS
X
X
X
X
X
X
X
X
X
X
X
X
X
X
0.002
X
RW
X
X
X
X
X
W
RW
X
X
X
X
X
PI
X
W
X
X
W
X
RW
X
X
RW
0.071
X
X
TI
X
X
W
W
RW
X
X
X
X
0.026
W
X
VI
X
RW
X
X
RW
W
X
RW
0.026
X
X
DI
X
X
X
X
X
RW
X
X
W
W
CI
RW
RW
RW
S
X
W
X
W
X
$$$
X
X
X
X
X
X
X
X
TE
RW
RW
X
RW
0.08
X
X
VE
S
X
S
0
X
X
CE
X
RW
X
RW
W
DE
RW
X
X
W
EIE
0.01
X
X
G
X
X
A
X
PF
EVT
MOI
I
This table shows the associations and strength of relationships between all variables in the study. Letter entries are
clarified in the table below. Numbers in the table (multiplied by 100) represent the percent probability that these
associations are not significant.
$$$
A
ABR
ACS
ADQ
BIC
CE
CI
CSA
DE
DI
EIE
EVT
G
I
LCS
Amount expect to pay for ice cream cake
(16 servings)
Age
Annual times respondent eats at Baskin-Robbins
Annual times respondent eats at Cold Stone
Annual times respondent eats at Dairy Queen
Annual purchases of ice cream cakes
Willingness to pay more for an ice cream cake that
has more customization options
Importance of customization options
Respondent awareness that Cold Stone makes ice
cream cakes
Willingness to pay 10 % more for an ice cream cake
that can be purchased from a vendor closer to
respondent
Importance of distance to vendor
MOI
Annual ice cream cakes respondent makes
PF
PI
PPF
RW
S
TE
TI
TPP
Frequency of eating at ice cream parlor
Importance of price to respondent
Frequency of eating prepackaged ice cream
Weak regression, strong enough for a correlation
Strong correlation, regression included in report
Willingness to pay more for an ice cream cake with a
superior taste
Importance of taste to respondent
Time since eating prepackaged ice cream
TSP
Time since eating ice cream at a parlor
VE
Willingness to pay more when ice cream cake is for
a more important event
Event for which and ice cream cake is purchased
Gender
Annual Income
How likely respondent to buy next ice cream cake
from Cold Stone
VI
Willingness to pay more for an ice cream cake with a
better visual appeal
Importance of visual appeal to respondent
W
WC
WL
X
Weak Correlation, not strong enough for a regression
Where you can buy an ice cream cake
Where respondent likely to buy ice cream cake
No significant relationship or association
145
STRONWIN CONSULTING
Appendix I
Z-Test
NOTE: This section explains the method for conducting a z-test. The z-test is used to
determine if the difference between two means is significant.
146
STRONWIN CONSULTING
Z-Test
The z-test is a test is designed to test the statistical significance of the difference between two
means. To be able to conduct any of the various types of z-tests one must have at least 30 data
points for the test results to be valid. Z-test is one that can be conducted to test the statistical
significance of the difference in means between two sets of data. The equation for a z-test:
and:
For a 95% confidence interval, if the z is greater than 1.96 or less than -1.96, it means that p<.05,
and the difference is statistically significant. We used Microsoft Excel ® to conduct all of the ztests for our report. Although we conducted many z-tests, we have only included one z-test chart
in this report. The other tests are simply mentioned. The others can be found on the CD
included with the report.
147