Brigham Young University BYU ScholarsArchive Student Works 2006 BioZone Scientific International, Inc: A study for customer perception of the public restrooms, Brigham Young University in relation with Nth Existence Research Samuel Ahola [email protected] Kyle Fraughton Brian McCann Follow this and additional works at: https://scholarsarchive.byu.edu/studentpub Part of the Business Commons This is a collection of marketing research case studies of local companies prepared by BYU graduate students. BYU ScholarsArchive Citation Ahola, Samuel; Fraughton, Kyle; and McCann, Brian, "BioZone Scientific International, Inc: A study for customer perception of the public restrooms, Brigham Young University in relation with Nth Existence Research" (2006). Student Works. 25. https://scholarsarchive.byu.edu/studentpub/25 This Report is brought to you for free and open access by BYU ScholarsArchive. It has been accepted for inclusion in Student Works by an authorized administrator of BYU ScholarsArchive. For more information, please contact [email protected], [email protected]. HD 8998 . BS 6x 2006 ••• ••••••••••• 0 0 Biozone SCIENTIFIC INTERNATIONAL, INC. A Study for Customer Perception of the Public Restrooms BRIGHAM YOUNG UNIVERSITY In Relation with Nnt SXISTEONCE RESEAR.CH November 2006 HAROLD B. LEE UBRARY BRIGHAM YOUNG UNIVERSllY PROVO,UTAH • NT" eXISTlS'NCe R.6SlSARCH Table ofContests Preliminaries Letter o/Completion ...........•...•..............................................................................................2 Engagement Letter.............•........•......•............................•......................................................3 Executive Summary 6 Introduction Purpose•........•...•...•...•...••..•...•...•....•..••..••...•...••...••..•....••...•....••..••.......•...••.......•...••...•...•...••..•.8 Procedures...•.......................................................................................................................... 9 Delimitations and Scope 10 Limitations 10 Background...................•...•...••..••..••..••...•...•....•...••...•....••..•.•...•....•...••..•...•....•...••...•..••..••...•. 11 Research Objectives•........................................................................................................................•.... 12 Me/hodology 13 Findings and Analysis ..................................................•.....•....•........•..•....•........•....•...•..••...•14 Survey Results...................•...•.........................................•....•...••....................•...•. 15 Strong Correlation Findings •....•..••....•..•.•..••....••...••.•••...•...••..••...••..••..•••..•...•...... 99 Buyer Intentions 107 Crosstab Association Findings....................................................................•...•. 109 Z-tests..•........................................................................................................•...•.. 120 Other Interesting Findings...••...•....•........•....•....•....•..........................................122 Conclusions & Recommendations Conclusions and Recommendations .........................•..............•.....•...•...••..••...•...••..••........125 Appendices Appendix A: Focu!'.' Groups Transcripts ....................................................................•..•... 127 Appendix B: Questionnaire••..•....•............................................................................••..••..•130 Appendix C: Margin ofError 137 Appendix D: Sample Size Calculation ...•...••....•....•........•.....•....•...•...................................139 DB. LEE ._.;,;;;Ar':,v .' YOUNG.o, 'I.': '.:':' ~. -. .-RO\IO. UT"", LEITER OFCOMPLETION November 27. 2006 Scott Halversen V.P. Sales & Marketing, North America Biozone Scientific International, Inc. 7380 Sand Lake Road, Suite 405 Orlando, FL 32819 Dear Mr. Halversen: We are pleased to submit to you our completed market research project. We have thoroughly sought to identify the perception aCthe public restrooms using the student body of Brigham Young University. We are confident that our project and report will meet your expectations, and we hope that OUf findings and recommendations will be useful to BioZone Scientific in the process ofdetennining the market demand for the AirCare product line in the U.S. market. The following report contains the results aCthe research and includes the following: • Introduction to the Project • Research Objectives • Methodology • Findings • Analysis ofthe 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 ofour 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, NTlt SXlST6NC6 RES6ARCH- Samuel Ahola Kyle Fraughton Brian McCann '.' ,!Ill, :':'-iIil Biozone 2 • ENGAGEMENT LETTER 29 September, 2006 Scott Halversen V.P. Sales & Marketing, North America BioZone Scientific International, Inc. 7380 Sand Lake Road, Suite 405 Orlando, FL 32819 Dear Mr. Halversen: As a group ofundergraduate marketing students from the Marriott School ofManagement at Brigham Young University (BYU Team), we look forward to working with you toward the completion ofthe AirCare air purifier study for BioZone Scientific. The purpose ofthis letter is to confum our understanding ofthe project scope, approach, schedule, deliverables, and fees. Background BioZone Scientific International, a subsidiary ofFinland based conglomerate lnfasta Group, was established in May of 1996 to focus exclusively on developing UV-light based technologies for air related applications. One such product line is the AirCare air purifier, which has received substantial recognition through BioZone's sister company in various European markets. The AirCare unit is designed to solve problems commonly associated with the use ofchemicals by current hygiene services. As chemical deodorizers are used to cover bad odors, they cause increased contaminant levels ofunhealthy chemicals, which might cause allergic reactions to people. Also, the frequent maintenance ofchemical based devices cause high costs. The BioZone AirCare air purifier removes odors and destroys micro-organisms resulting in a more pleasant, clean, and safe environment. BioZone technology is based on the circulation ofair into the device's purification chamber, where it is exposed to UV·light. The light produces a photoplasma which works similar to nature, utilizing negative ions, hydroxyl radicals, and ozone in killing bacteria, viruses, odors, and mold. BioZone Scientific's business strategy is to determine the viability ofa successful launch ofthe AirCare unit in the U.S. market. Revenue generation will initially come from the sale ofAirCare units to service and maintenance providers. BioZone Scientifics' major task is to complete a feasibility study ofwhether the u.S. market is ready to embrace ozone technology and determine whether the benefits are large enough to justify the cost ofbringing the product to the United States. Engagement Scope and Objectives The BYU Team will complete a study to determine the general perception ofthe public restrooms in fast food chains, gas stations, public schools, and sit-down restaurants. The general perception will be determined by analyzing responses ofthe Brigham Young University student body. The study will conclude with a recommendation to proceed or not to proceed with the UV·light based AirCare unit into the U.S. market based on the focus group and surveys. Approach, Tasks, and Schedule Our suggested approach and time frame consists ofthe following four phases: Phase 1: Information Co/fection and Discovery (October 23 through November 1) The initial information collection will consist ofmembers of the research group conducting a focus group to determine the importance ofcleanliness in public restrooms. The focus group will consist of volunteers from the student body. Matti Rantaniemi ofBioZone Scientific will review the progress ofthe team weekly. Phase 2: Pro Forma Preparation and Survey (November 2 through November /3) Using the information obtained in Phase one, the BYU Team will execute a survey to students at Brigham Young University. The purposes ofthe survey are to determine (l) the importance ofclean and odor free restrooms to users, (2) how cleanliness affects customer satisfaction, loyalty, and the overall image ofthe business, (3) how concerned the users are about airborne bacteria in public restrooms. Phase 3: Analysis (November 18 through November 26) After conducting a survey and pro·fonna evaluation, the BYU Team will analyze the data collected to determine demand in the United States for the AirCare unit by using Utah County as a sample for the rest ofthe country. Phase 4: Report Delivery (November 27) The findings, analysis, and final recommended plan ofaction will be submitted to the Orlando offices of BioZone Scientific. The project will officially conclude with this ronnal oral and written report to be presented by our team to BioZone Scientific's Management. The oral report will be made on Monday, 27 November 2006. ,... !!! ···Iiiii Biozone, 2 N ,of €XISTeNC6 'R,6S6ARCt-t Deliverables Seven copies ofthe final written report will be delivered at the time ofthe oral presentation; all ofthese copies wilt become the property of BioZone. Roles of Engagement Team and Client The BYU