Anitas Kitchen Restaurant Customer Survey - Case Study Example

REPORT ON ANITA’S KITCHEN RESTAURANT SURVEY By (Name) Course Tutor University Date TABLE OF CONTENT TABLE OF CONTENT 2 EXECUTIVE SUMMARY 3 BACKGROUND 4 OVERVIEW OF THE STUDY 5 MAIN FINDINGS OF THE STUDY 7 CONCLUSION 13 LIMITATIONS OF THE STUDY 14 RECOMMENDATIONS OF THE STUDY 14 REFERENCES 15 APPENDICES 16 EXECUTIVE SUMMARY Anita’s Kitchen was based at Broad Street in Birmigham since 2005. It has faced new stiff competition from new entrants to the lucrative restaurant business. This necessitated the need to conduct a baseline survey to enable is understand customer views about the restaurant. A cross-sectional survey was conducted using questionnaires. 427 questionnaires were filled and analyzed. The findings were reported through narratives, graphs and tables. It was established that majority of customers were satisfied by the restaurant. The minority who were dissatisfied reported that taste of food was not excellent and the pricing was not fair among other issues. Those who were satisfied had a behavior of enjoying fried foods, avoiding attention to balanced diets and loved trying new things. Men, low earning customers and families with children were the most committed groups to Anita’s Kitchen Restaurant. BACKGROUND Anita’s Kitchen is located along the Broad Street in Birmingham United Kingdom. Broad Street is very famous for entertainment and dining. Having been established in 2005, the restaurant has been serving food to customers from different origins and ethnicities. Some of the most common origins are Italy, Thai, China and India. Restaurant business at Broad Street has been booming for years and customer traffic has been growing with time. However, entry of other restaurants into the lucrative business has made competition to be intense. Thus restaurants have to strategize by understanding the needs and the characteristics of their customers so as to match their meals and thus keep the competition in control. Anita’s Kitchen way of doing things has been based on providing multi ethnic foods that is cooked in an open kitchen to enable the customers see and smell their food when it being cooked. Besides, the strategy promotes trust as customers witness the hygiene level of the cooks as well as measures made to protect food from contamination. Another critical strategy at Anita’s Kitchen is that food prices are fixed but quantities are flexible. Therefore, a customer is able to eat as much as they want at a fixed price. Binge eaters are likely to be attracted by this offer and Anita’s Kitchen drive has been to ensure their customers are satisfied by both the quantity and quality of food made. The design of Anita’s Kitchen is made in such a way that it would advertise foods to promote sales. The interior design has ingredients for the food made at the Kitchen. Moreover, it has maps of the countries which are origins of the food made at Anita’s restaurant. Hence, customers from different origins can feel familiar with the foods and expect to eat their traditional delicacies at Anita’s Kitchen. The displays at the restaurant are also made in such a way that they can promote festive mood where people can eat happily and eat as much as they need to feel satisfied. The restaurant is also brightly light to offer an ambience for eating food. In addition to that, Anita’s kitchen has invested in friendly and quick services to avoid keeping customers waiting and to encourage high customer turnover than promotes high volume of sales. Moreover, fast and friendly services are an appeal to the young professionals, students from universities and families who come to the restaurant looking for a good meal at friendly prices. Despite the restaurant having existed for many years and having developed relationships with its customers, new restaurants that have come up have introduced competition which is affecting profitability of Anita’s Kitchen. Therefore, Anita has been looking for strategies to evaluate and improve he restaurant to promote competitive advantage and keep her profit margins rising. One of the strategy adopted by Anita was conduct a survey that would enable her get feedback about various services provided, the type of customers who visit her restaurant and their characteristics. Anita has aimed to use findings of the research to improve her marketing strategies as well as use the findings to make her judgement about expanding the restaurant to other cities in UK and Europe. OVERVIEW OF THE STUDY The reason for conducting the study was based on the need to counter the rising competition of many restaurants at Broad Street. Many restaurants had opened along Broad Street thus promoting high competition for customers. Anita’s Kitchen needed to evaluate the satisfaction of its customers to design better marketing strategies that would keep competition from other restaurants in control. Therefore, a research was required to obtain information from the customers. The survey had several objectives. The first objective was to find out if Anita’s Kitchen customers were satisfied with its services. If they were not, then a reasons were required. The second objective aimed at finding out if customers had sentiments regarding particular aspects of Anita’s Restaurant such as its food, employees, and services among other aspects. The third objective was to find out the characteristics of its customers and the fourth objective was to find out if Anita’s Kitchen market target had lost focus. The last objective was to evaluate whether there were subgroups of customers who were more committed to the restaurant than other customers. The research was justified because carrying out the research at that time would be helpful in making structural decisions regarding Anita’s Kitchen. First, it would help the restaurant acquire critical information that it would use to refocus its marketing strategies. Secondly, the restaurant would use the findings to tailor its services to meet the felt needs of the customer as well as improve various aspects of the restaurant services. Moreover, the information would be essential in making a decision on whether to expand by open two or more branches in Manchester and Edinburgh through its five year strategic plans. The research design was a cross-sectional study which collected information from customers who had attended the restaurants for dinner using questionnaires. The study was conducted within restaurants in Birmingham city and the study participants were the customers dining in those restaurants. The questionnaire that was used to obtain data had various segments and questions. It obtained data on demographics, customer perception of the restaurant, customer lifestyles, customer loyalty, factors that were important to selection of a restaurant and customer behaviors. Four hundred and twenty seven questionnaires were collected, coded and input into Statistical Software for Social Sciences (SPSS) for analysis. Descriptive statistics such as frequencies, mode, mean, standard deviation and correlation methods such as custom tables and cross tabulations were where it was deemed necessary. MAIN FINDINGS OF THE STUDY The validity of the questionnaires was confirmed since all the 427 filled questionnaires were from customers had lived in UK for more than a year, lived in Birmingham city and had the tendency to eat at the restaurant at least once a week. Therefore, all the questionnaire were valid for analysis since they were filled by qualified respondents. Customer satisfaction was assessed using four questions. The first question evaluated whether the customer was satisfied or not. The second question was based on whether the customer would recommend other people to the restaurant and the third question that was used to assess satisfaction was whether the customer would return to the restaurant. The last question was assessing the frequency at which a customer would patronage at Anita’s restaurant. The findings indicate that the majority of respondents (48.9%) were satisfied while 41 % were not decided on whether they were satisfied or not. However, a small proportion comprising 9.8% of respondents were not satisfied. 38.7% of respondents were likely to return to the restaurant. An equal percentage were undecided on whether they would return while 22.0% were not likely to return. More than half (54.5%) would not recommend a person to visit the hotel while only 14.5% would recommend people to visit the hotel and 30.9 % were undecided on whether they would recommend someone to visit the hotel. Majority (41.7%) of respondents visited the restaurant once in a month. Slightly more than a quarter of respondents (26.0%) visited twice in a month and an equal proportion visited occasionally (less than once in a month) as shown in table 3.1 below. Table 3.1 Customer satisfaction with Anita’s Kitchen Restaurant Determining Factor/Variable  Responses Frequency Percent Satisfaction             Not Satisfied 42 9.8 Undecided 175 41.0 Satisfied 209 48.9 Did not respond 1 0.2 Total 427 100  Responses Frequency Percent Likelihood to return               Not Likely 94 22.0 Undecided 165 38.6 Likely 165 38.7 Did not respond 3 0.7 Total 427 100  Responses Frequency Percent Likelihood to recommend           Will not recommend 233 54. 5 Undecided 132 30.9 Will Recommend 62 14.5 Total 427 100  Responses Frequency Percent Frequency of patronage of Anita's Kitchen Restaurant           Occasionally (Less Than Once a Month) 111 26 Frequently (Once a Month) 178 41.7 Very Frequently (2 or More Times a Month) 111 26 Did not respond 27 6.3 Total 427 100 To find out the reason why some of the customers were dissatisfied, further analysis was made comparing the feedback on satisfaction rate and customer rating on various attributes of the restaurant. 100 % of people who felt the taste of food at Anita’s Restaurant was not excellent and 100% of all respondents who felt the food had improper temperature were dissatisfied with Anita’s restaurant. Other factors that caused dissatisfaction included employees not being friendly (31.90%), large size proportions (27.0%) and unreasonable prices (27%) among others at demonstrated in figure 3.1 below. Figure 3.1 Causes of dissatisfaction among customers. The respondents found employees were friendly (56.2 %) and 54.7 % strongly agreed that the speed of service was high. However, 52.7 % of the respondents were neutral on whether the restaurant was a fun place to eat. Figure 3.2 Presents more details on the view of majority of respondents on various aspects of the restaurant. Figure 3.2 Major responses about aspects of the restaurant Super majority of satisfied customers try new and different things (82.0%), while most of them are neutral on whether they are party people (146.0%). Majority disagreed they avoid fried foods (56.0%) as shown in figure 3.2 below Figure 3.3 Characteristics of satisfied customers Anita’s Kitchen restaurant were majorly living less than mile away (46.40%), were male (59.0%) and were aged between 35-39 years as shown in the graph below. Figure 3.4 Most common characteristics of the target customers. Groups that were more likely to return to the Anita’s Kitchen were men (56.9%), those with income raging €10,000 -- €20,000 (47.2%). Large families were more likely to return as compare to families without children. Commitment of the customers was not dependent on the distance travelled. Respondents who felt the hotel had food had excellent taste were more likely to return (55.6%). Other factors that influenced the likelihood of a customer returning were proper food temperature (50.0%), friendly services (30.4%), high speed service (31.7%), fun place to eat (32.7%) and because it served fresh food (35.3%). CONCLUSION Majority of customers were satisfied with Anita’s Kitchen. Those who were dissatisfied quoted the pricing and portion of the size of food as major reasons. Satisfied customers would recommend the restaurant to other people and were likely to return. They loved fried foods, tried new things, and expected people to go for them. Additionally, satisfied people did not care about eating a balanced diet. The target market was well focused as the restaurant was visited by people living within a mile, have no families and low level of income. The characteristics match the description of students and low income earners that was targeted by Anita’s restaurant. The special groups of committed customers include men, those with income raging €10,000 -- €20,000 and families with children. The reason for commitment was good pricing, fresh food and friendly services among others LIMITATIONS OF THE STUDY The study did not ask the specific type of food that was popular among the customers and how they wanted it improved. When assessing aspects of the hotel, the questionnaire should have considered evaluating key aspects of a restaurant such as comfort of the tables and music played at the restaurant in addition to other aspects evaluated (Ribeiro Soriano, 2002, p. 3; Saad Andaleeb and Conway, 2006, p. 4). RECOMMENDATIONS OF THE STUDY The study could be improved by enriching the questionnaire to include all key aspects of the questionnaire. Secondly, the questionnaire should have more open ended questions to enable the respondents express their true feelings about the strengths and weaknesses of Anita’s Restaurant. REFERENCES Ribeiro Soriano, D., 2002. Customers’ expectations factors in restaurants: The situation in Spain. Int. J. Qual. Reliab. Manag. 19, 1055–1067. Saad Andaleeb, S., Conway, C., 2006. Customer satisfaction in the restaurant industry: an examination of the transaction-specific model. J. Serv. Mark. 20, 3–11. APPENDICES Appendix 1. Characteristics of satisfied customers X12 -- Friendly Employees * X22 -- Satisfaction Crosstabulation Satisfaction Not satisfied Undecided X12 -- Friendly Employees Disagree Count 0 7 % within X12 -- Friendly Employees 0.00% 100.00% Disagree Count 36 34 % within X12 -- Friendly Employees 31.90% 30.10% Undecided Count 6 61 % within X12 -- Friendly Employees 9.00% 91.00% Agree Count 0 73 % within X12 -- Friendly Employees 0.00% 30.50% Total Count 42 175 % within X12 -- Friendly Employees 9.90% 41.10% Not satisfied Undecided X14 -- Large Size Portions Disagree Count 10 21 % within X14 -- Large Size Portions 27.00% 56.80% Disagree Count 0 38 % within X14 -- Large Size Portions 0.00% 54.30% Undecided Count 19 49 % within X14 -- Large Size Portions 19.20% 49.50% Agree Count 0 46 % within X14 -- Large Size Portions 0.00% 56.10% Agree Count 13 20 % within X14 -- Large Size Portions 9.50% 14.60% Total Count 42 174 % within X14 -- Large Size Portions 9.90% 40.90% Not satisfied Undecided X15 -- Fresh Food Undecided Count 13 76 % within X15 -- Fresh Food 14.60% 85.40% Agree Count 16 35 % within X15 -- Fresh Food 16.00% 35.00% Agree Count 12 13 % within X15 -- Fresh Food 19.00% 20.60% Agree Count 0 49 % within X15 -- Fresh Food 0.00% 28.70% Total Count 41 173 % within X15 -- Fresh Food 9.70% 40.90% Not satisfied Undecided X16 -- Reasonable Prices Disagree Count 10 21 % within X16 -- Reasonable Prices 27.00% 56.80% Disagree Count 0 38 % within X16 -- Reasonable Prices 0.00% 54.30% Undecided Count 19 64 % within X16 -- Reasonable Prices 14.50% 48.90% Agree Count 13 32 % within X16 -- Reasonable Prices 14.30% 35.20% Agree Count 0 20 % within X16 -- Reasonable Prices 0.00% 20.60% Total Count 42 175 % within X16 -- Reasonable Prices 9.90% 41.10% Not satisfied Undecided X17 -- Attractive Interior Disagree Count 0 20 % within X17 -- Attractive Interior 0.00% 76.90% Disagree Count 18 37 % within X17 -- Attractive Interior 18.60% 38.10% Undecided Count 13 111 % within X17 -- Attractive Interior 8.20% 69.80% Agree Count 10 6 % within X17 -- Attractive Interior 8.60% 5.20% Agree Count 0 0 % within X17 -- Attractive Interior 0.00% 0.00% Total Count 41 174 % within X17 -- Attractive Interior 9.70% 41.10% Not satisfied Undecided X18 -- Excellent Food Taste Disagree Count 13 0 % within X18 -- Excellent Food Taste 100.00% 0.00% Undecided Count 10 78 % within X18 -- Excellent Food Taste 10.60% 83.00% Agree Count 12 37 % within X18 -- Excellent Food Taste 8.40% 25.90% Agree Count 7 39 % within X18 -- Excellent Food Taste 6.70% 37.50% Agree Count 0 21 % within X18 -- Excellent Food Taste 0.00% 29.20% Total Count 42 175 % within X18 -- Excellent Food Taste 9.90% 41.10% Not satisfied Undecided X19 -- Knowledgeable Employees Disagree Count 13 21 % within X19 -- Knowledgeable Employees 25.00% 40.40% Undecided Count 23 57 % within X19 -- Knowledgeable Employees 25.00% 62.00% Agree Count 6 89 % within X19 -- Knowledgeable Employees 2.90% 43.40% Agree Count 0 6 % within X19 -- Knowledgeable Employees 0.00% 10.20% Agree Count 0 0 % within X19 -- Knowledgeable Employees 0.00% 0.00% Total Count 42 173 % within X19 -- Knowledgeable Employees 10.00% 41.10% Not satisfied Undecided X20 -- Proper Food Temperature Disagree Count 13 0 % within X20 -- Proper Food Temperature 100.00% 0.00% Disagree Count 0 42 % within X20 -- Proper Food Temperature 0.00% 66.70% Undecided Count 6 99 % within X20 -- Proper Food Temperature 5.10% 84.60% Agree Count 22 19 % within X20 -- Proper Food Temperature 14.90% 12.80% Agree Count 0 14 % within X20 -- Proper Food Temperature 0.00% 20.30% Agree Count 0 0 % within X20 -- Proper Food Temperature 0.00% 0.00% Total Count 41 174 % within X20 -- Proper Food Temperature 9.70% 41.20% Not satisfied Undecided X21 -- Speed of Service Undecided Count 13 41 % within X21 -- Speed of Service 14.40% 45.60% Agree Count 29 54 % within X21 -- Speed of Service 28.40% 52.90% Agree Count 0 78 % within X21 -- Speed of Service 0.00% 33.80% Total Count 42 173 % within X21 -- Speed of Service 9.90% 40.90% Characteristics of satisfied customers X1 -- Try New And Different Things * X22 -- Satisfaction Crosstabulation X22 -- Satisfaction Total Somewhat not satisfied Undecided Somewhat Satisfied Satisfied X1 -- Try New And Different Things Somewhat disagree Count 0 7 0 0 7 % within X1 -- Try New And Different Things 0.00% 100.00% 0.00% 0.00% 100.00% Neutral Count 36 34 25 18 113 % within X1 -- Try New And Different Things 31.90% 30.10% 22.10% 15.90% 100.00% Somewhat agree Count 6 60 0 0 66 % within X1 -- Try New And Different Things 9.10% 90.90% 0.00% 0.00% 100.00% Agree Count 0 73 82 82 237 % within X1 -- Try New And Different Things 0.00% 30.80% 34.60% 34.60% 100.00% Total Count 42 174 107 100 423 % within X1 -- Try New And Different Things 9.90% 41.10% 25.30% 23.60% 100.00% Somewhat not satisfied Undecided Somewhat Satisfied Satisfied X2 -- Party Person Disagree Count 2 14 1 0 17 % within X2 -- Party Person 11.80% 82.40% 5.90% 0.00% 100.00% Somewhat disagree Count 25 42 13 16 96 % within X2 -- Party Person 26.00% 43.80% 13.50% 16.70% 100.00% Neutral Count 13 112 41 46 212 % within X2 -- Party Person 6.10% 52.80% 19.30% 21.70% 100.00% Somewhat agree Count 2 7 49 17 75 % within X2 -- Party Person 2.70% 9.30% 65.30% 22.70% 100.00% Agree Count 0 0 4 21 25 % within X2 -- Party Person 0.00% 0.00% 16.00% 84.00% 100.00% Total Count 42 175 108 100 425 Somewhat not satisfied Undecided Somewhat Satisfied Satisfied X3 -- People Come to Me Somewhat disagree Count 10 21 6 0 37 % within X3 -- People Come to Me 27.00% 56.80% 16.20% 0.00% 100.00% Neutral Count 0 38 19 13 70 % within X3 -- People Come to Me 0.00% 54.30% 27.10% 18.60% 100.00% Somewhat agree Count 19 49 6 25 99 % within X3 -- People Come to Me 19.20% 49.50% 6.10% 25.30% 100.00% Agree Count 0 47 29 6 82 % within X3 -- People Come to Me 0.00% 57.30% 35.40% 7.30% 100.00% Strongly Agree Count 13 19 47 55 134 % within X3 -- People Come to Me 9.70% 14.20% 35.10% 41.00% 100.00% Total Count 42 174 107 99 422 % within X3 -- People Come to Me 10.00% 41.20% 25.40% 23.50% 100.00% Somewhat not satisfied Undecided Somewhat Satisfied Satisfied X4 -- Avoid Fried Foods Strongly Disagree Count 0 6 14 22 42 % within X4 -- Avoid Fried Foods 0.00% 14.30% 33.30% 52.40% 100.00% Disagree Count 2 37 29 56 124 % within X4 -- Avoid Fried Foods 1.60% 29.80% 23.40% 45.20% 100.00% Somewhat disagree Count 13 25 18 19 75 % within X4 -- Avoid Fried Foods 17.30% 33.30% 24.00% 25.30% 100.00% Neutral Count 16 40 47 3 106 % within X4 -- Avoid Fried Foods 15.10% 37.70% 44.30% 2.80% 100.00% Somewhat agree Count 11 65 0 0 76 % within X4 -- Avoid Fried Foods 14.50% 85.50% 0.00% 0.00% 100.00% Total Count 42 173 108 100 423 % within X4 -- Avoid Fried Foods 9.90% 40.90% 25.50% 23.60% 100.00% X22 -- Satisfaction Total Somewhat not satisfied Undecided Somewhat Satisfied Satisfied X5 -- Likes to Go Out Socially Disagree Count 0 13 7 19 39 % within X5 -- Likes to Go Out Socially 0.00% 33.30% 17.90% 48.70% 100.00% Somewhat disagree Count 16 20 12 31 79 % within X5 -- Likes to Go Out Socially 20.30% 25.30% 15.20% 39.20% 100.00% Neutral Count 26 94 28 24 172 % within X5 -- Likes to Go Out Socially 15.10% 54.70% 16.30% 14.00% 100.00% Somewhat agree Count 0 45 61 26 132 % within X5 -- Likes to Go Out Socially 0.00% 34.10% 46.20% 19.70% 100.00% Total Count 42 172 108 100 422 X22 -- Satisfaction Total Somewhat not satisfied Undecided Somewhat Satisfied Satisfied X6 -- Friends Come to Me Somewhat disagree Count 10 21 6 0 37 % within X6 -- Friends Come to Me 27.00% 56.80% 16.20% 0.00% 100.00% Neutral Count 0 38 18 13 69 % within X6 -- Friends Come to Me 0.00% 55.10% 26.10% 18.80% 100.00% Somewhat agree Count 19 64 23 25 131 % within X6 -- Friends Come to Me 14.50% 48.90% 17.60% 19.10% 100.00% Agree Count 13 32 21 25 91 % within X6 -- Friends Come to Me 14.30% 35.20% 23.10% 27.50% 100.00% Strongly Agree Count 0 20 38 37 95 % within X6 -- Friends Come to Me 0.00% 21.10% 40.00% 38.90% 100.00% Total Count 42 175 106 100 423 Somewhat not satisfied Undecided Somewhat Satisfied Satisfied X7 -- Self-Confident Strongly Disagree Count 0 0 3 0 3 % within X7 -- Self-Confident 0.00% 0.00% 100.00% 0.00% 100.00% Disagree Count 0 17 14 10 41 % within X7 -- Self-Confident 0.00% 41.50% 34.10% 24.40% 100.00% Somewhat disagree Count 12 29 14 32 87 % within X7 -- Self-Confident 13.80% 33.30% 16.10% 36.80% 100.00% Neutral Count 13 101 30 5 149 % within X7 -- Self-Confident 8.70% 67.80% 20.10% 3.40% 100.00% Somewhat agree Count 10 27 47 36 120 % within X7 -- Self-Confident 8.30% 22.50% 39.20% 30.00% 100.00% Agree Count 6 0 0 16 22 % within X7 -- Self-Confident 27.30% 0.00% 0.00% 72.70% 100.00% Total Count 41 174 108 99 422 Somewhat not satisfied Undecided Somewhat Satisfied Satisfied X8 -- Eat Balanced, Nutritious Meals Strongly Disagree Count 0 0 18 0 18 % within X8 -- Eat Balanced, Nutritious Meals 0.00% 0.00% 100.00% 0.00% 100.00% Disagree Count 0 29 17 25 71 % within X8 -- Eat Balanced, Nutritious Meals 0.00% 40.80% 23.90% 35.20% 100.00% Somewhat disagree Count 7 33 12 38 90 % within X8 -- Eat Balanced, Nutritious Meals 7.80% 36.70% 13.30% 42.20% 100.00% Neutral Count 12 34 59 31 136 % within X8 -- Eat Balanced, Nutritious Meals 8.80% 25.00% 43.40% 22.80% 100.00% Somewhat agree Count 10 78 0 6 94 % within X8 -- Eat Balanced, Nutritious Meals 10.60% 83.00% 0.00% 6.40% 100.00% Agree Count 13 0 0 0 13 % within X8 -- Eat Balanced, Nutritious Meals 100.00% 0.00% 0.00% 0.00% 100.00% Total Count 42 174 106 100 422 % within X8 -- Eat Balanced, Nutritious Meals 10.00% 41.20% 25.10% 23.70% 100.00% Somewhat not satisfied Undecided Somewhat Satisfied Satisfied X9 -- Buy New Products Disagree Count 0 2 0 0 2 % within X9 -- Buy New Products 0.00% 100.00% 0.00% 0.00% 100.00% Somewhat disagree Count 0 4 0 0 4 % within X9 -- Buy New Products 0.00% 100.00% 0.00% 0.00% 100.00% Neutral Count 13 26 12 6 57 % within X9 -- Buy New Products 22.80% 45.60% 21.10% 10.50% 100.00% Somewhat agree Count 22 53 0 12 87 % within X9 -- Buy New Products 25.30% 60.90% 0.00% 13.80% 100.00% Agree Count 6 79 59 50 194 % within X9 -- Buy New Products 3.10% 40.70% 30.40% 25.80% 100.00% Strongly Agree Count 0 10 37 32 79 % within X9 -- Buy New Products 0.00% 12.70% 46.80% 40.50% 100.00% Total Count 41 174 108 100 423 % within X9 -- Buy New Products 9.70% 41.10% 25.50% 23.60% 100.00% Somewhat not satisfied Undecided Somewhat Satisfied Satisfied X10 -- Careful About What I Eat Strongly Disagree Count 0 0 6 6 12 % within X10 -- Careful About What I Eat 0.00% 0.00% 50.00% 50.00% 100.00% Disagree Count 0 14 18 37 69 % within X10 -- Careful About What I Eat 0.00% 20.30% 26.10% 53.60% 100.00% Somewhat disagree Count 23 19 58 51 151 % within X10 -- Careful About What I Eat 15.20% 12.60% 38.40% 33.80% 100.00% Neutral Count 6 98 6 6 116 % within X10 -- Careful About What I Eat 5.20% 84.50% 5.20% 5.20% 100.00% Somewhat agree Count 0 41 21 0 62 % within X10 -- Careful About What I Eat 0.00% 66.10% 33.90% 0.00% 100.00% Agree Count 13 0 0 0 13 % within X10 -- Careful About What I Eat 100.00% 0.00% 0.00% 0.00% 100.00% Total Count 42 172 109 100 423 % within X10 -- Careful About What I Eat 9.90% 40.70% 25.80% 23.60% 100.00% Somewhat not satisfied Undecided Somewhat Satisfied Satisfied X11 -- Try New Brands Neutral Count 13 41 18 18 90 % within X11 -- Try New Brands 14.40% 45.60% 20.00% 20.00% 100.00% Somewhat agree Count 29 54 7 13 103 % within X11 -- Try New Brands 28.20% 52.40% 6.80% 12.60% 100.00% Agree Count 0 79 84 69 232 % within X11 -- Try New Brands 0.00% 34.10% 36.20% 29.70% 100.00% Total Count 42 174 109 100 425 % within X11 -- Try New Brands 9.90% 40.90% 25.60% 23.50% 100.00% Read More