Presentation based on my findings from 2 focus groups that I conducted. They were a requirement for my Consumer Behaviour class

1. Focus Group Report for
Country
Haven
Retreat
Presented to: Presented by:
Ms. Hudson and Sr. C Melissa Richards
Consumer Behaviour MM Research Corp.
NBCC December 9, 2011

2. Country
Haven 1. Country Haven Retreat
Retreat
Agenda
2. Research Objectives
3. Methodology
4. Findings/Conclusions
5. Themes
6. Recommendations

3. Country
Haven
Retreat
Country Haven
Retreat

4. Country
Haven 1. To discover the preferred features
Retreat
and benefits.
2. To discover the ideal location.
Research
3. To determine the most effective
Objectives
and efficient media.
4. To determine the acceptable price
range.
5. To measure the likelihood of
purchase.
6. To uncover the target market in
which to focus marketing efforts.

5. Country
Haven
Retreat
 Screening questionnaire
 Based on previous discussions with
Country Haven Retreat
Methodology
 Discussion guide
Focus Group #1 #2
Moderator Melissa Richards Melissa Richards
Date November 4, 2011 November 5, 2011
Location Saint John, NB Saint John, NB
Number of 7 5
Participants
Time Spent 45 Minutes 118 Minutes

6. Country
Haven #1. Preferred Benefits and features
Retreat
Sleigh rides Kayaks/Canoes Fishing
TreeGo Swimming Hunting
ATV Snow shoeing Skeet
Social time in Jet Skiing shooting
evenings Cross country Target
Findings and Bonfires skiing ranges
Conclusions Trails Snowmobiles
Specifically for children
Playgrounds Tracking lessons
Archery lessons Wild life education
Hunter safety lessons Horseback riding

7. Country
Haven #1. Preferred Benefits and features
Retreat
Accommodations:
Rustic and Clean
Wood Stove or Fireplace
Hot Tubs
Findings and All amenities taken care of
Conclusions Country Style food
Mixture of purchase options
#2 Ideal Location
Jemseg area
At least two hours outside of town
Woodland Scenery

8. Country
Haven #3 Effective and Efficient Media to use
Retreat
 Social Media:
Facebook, YouTube, Kijiji, and
LinkedIn
Findings and  Radio and Television
Conclusions #4 Acceptable Price Range
 Money is the biggest deciding factor
 All Chose top price range for each
 Some participants claimed price was
too low.

9. Country
Haven
Retreat #5 Target Market
$45,000 - $100,000 (half of Participants)
30 or older
Findings and #6 Likelihood of Purchase
Conclusions
Majority - would purchase
A few – would purchase a weekend first

10. Country
Haven  Hunting on property is acceptable
Retreat
Hot Tubs
Swimming of some kind
 Activities during the day and social time
in evenings
Themes
 Programming for children
Country and rustic rooms
Highest price range is acceptable/too low
Clear expectations
Radio/Television

11. Country
Haven
Retreat
Develop activities for adults and children
Marketing efforts concentrated on radio
Revise pricing strategy
Action:
Research in the form of a quantifiable
Recommendation survey

12. Thank
You
Country
Haven
Retreat