Busboys & Poets: B-Corp Marketing Research
25
-
Upload
lauren-zahringer -
Category
Business
-
view
411 -
download
0
description
This marketing research study considers the effect of a business' marketing mix on customer loyalty. Specifically this study researched the impact of a business’ third party certification of sustainable business practices, called a Benefit Corporation (B Corp), on consumer loyalty. This certification, (to date also a legal corporate form), was developed by a non-profit organization, B Lab, with the mission to create a new sector of the economy that uses the power of business to solve social and environmental problems. In a sense, a B Corp certification is for sustainable businesses what LEED is for green buildings. But at the consumer level, just how powerful is a B Corp certification? I wanted to know: For a local coffee shop in Washington, DC does being a certified B Corp enhance a the business’ marketing mix by solidifying a commitment to measurable beneficial social and environmental impacts, and therefore contribute to customer loyalty? To answer this question this research study included a thorough analysis of related secondary data, and field research: hypothesis testing, survey design, data collection, and statistical analysis.
Transcript of Busboys & Poets: B-Corp Marketing Research
3. The Sample
A simple random sample of 100 customers at Busboys and Poets in Washington, D.C.
Key Demographics of the Sample:
AGE Majority age 18-28 years old
SEX Majority female
OCCUPATION Majority “working professionals”
