MICHELLE DARNELL RACHEL DIAL SARAH CARDINAL BRIANNA HELSER KATIE BEDDINGFIELD GROUP PROJECT PRESENTATION, SPRING 2013 FOR DR. DESIRAJU’S MAR 3613 CLASS Group MRSBK

Management Decision Problem The University of Central Florida does not offer healthy dining options for students on campus.  Add health food options in the student union  Don’t add heath food options in the student union

Internet/ Library findings “Freshman 15”  obesity in college students has doubled in the last 10 years  “This rise is due in part to an increasing number of colleges and universities contracting meals out to fast food chains such as McDonald's, Domino's or Taco Bell” Students struggle to eat healthy due to: “Cost is a challenge. Most students are on a tight budget and healthier foods can be more expensive” Lack of options Need something cheap

Especially difficult for Freshman with meal plan  “Then there are students — presented with dining halls and meal plans brimming with pastas, stir fry, beef, casseroles, pizza, apple pie, and ice cream all at once — who simply don’t know how to handle the abundance of food choices, according to nutrition specialists. Top 10 schools with healthy meal plan:  Small campuses  Most have organic gardens that supply the school or local farmers near  Proactively use on school nutritionist

Internet/ Library findings Dining at the UCF Student Union: Contents found from my Fitness pal app

We decided to focus on these points in our discussion guide to be able to determine how beneficial new healthier options would be Determine the eating habits of college students Convenience Taste Cost

Discussion with Expert Expert: Jackie Rivera, UCF Dining Services Human Resource Manager Experience: In the Dining Services Industry over 15 years, Worked at UCF for almost 7 years Interview Style: One on One, in-person interview between Katie and Rivera Location: Rivera’s Office, Ferrell Commons #109 When: February 25 th, 2013 Duration: 12:00pm-1:00om (One hour)

Findings from Expert Meal Plan Provider: Aramark Available Packages and Pricing: All Access (5 and 7), and Any 14 Current Healthy Options for Students: Salad Bar, Milk, Bread and Egg substitutes, Fruit and Vegetable Options Concerns/Request from Students: Healthier Options, More locations Future Plans: Provide more fresh produce and fruit, more nutritious and less fattening meals

Marketing Research Problem Would UCF benefit from adding healthier dining options for students on campus.

First Focus Group Interview Conducted on March 14, 2013 at 6:30 PM The interview lasted 55 minutes Held in Science Drive Used an audio recorder 6 students (6 females) 2 student- on campus 2 student- Uhouse (1 mile) 2 student- Science Drive (2 miles) Incentives we gave participants:  Fruit and vegetable trays  Bottles of water

Discussion Guide for 1 st Focus Group Interview I. Introduction A. Recording/observers B. Causal, relaxed, informal C. No right or wrong answers D. Be honest. Tell the truth E. Discussion rules II. General Attitudes toward Health Food A. Percentage of diet made up of health food B. What constitutes health food III. Usage/Purchase of Health Food A. How much money do you spend on health food B. If money were no object would you eat health food IV. General Attitudes toward UCF Campus Food A. How often do you eat on campus B. Advantages of eating on campus C. Disadvantages of eating on campus V. The Perfect Food Source on Campus A. Nutritional Benefits B. How much would you spend VI. Discuss Opinions and Decide on Hypothetical Health Food Options at UCF A. Overall reactions B. Probability of success at UCF

Findings from the 1 st Focus Group Interview Opinions on Healthy Eating: Eaten Healthier since came to UCF, Important especially for Females Biggest Problems: Not Convenient (Whole Foods is Far, No healthy Fast Food), Pricey and food doesn't’t last as long Attitudes on UCF Campus Food: Very unhealthy, not appetizing, not fulfilling Perfect Meal Plan Source: None at all, too many restrictions, easier just to buy food and make themselves

Second Focus Group Interview Conducted on March 18, 2013 at 7:00 PM The interview lasted 51 minutes Held in the Tivoli Used an audio recorder 6 students ( 3 males, 3 females) 1 student- Tivoli (.5 miles) 3 students- Hawthorn Glen (1 mile) 2 students- Ashington Park (2 miles) Incentives we gave participants:  Fruit and vegetable trays  Bottles of water

Modified Discussion Guide for 2 nd Focus Group Interview I. Introduction A. Recording/observers B. Causal, relaxed, informal C. No right or wrong answers D. Be honest. Tell the truth E. Discussion rules * Talk one at a time * Don’t dominate the discussion *Talk in any order * Listen to others II. General Attitudes toward Health Food A. Percentage of diet made up of health food B. What constitutes health food C. Healthy Restaurants D. Disadvantages of health food E. Advantages of health food III. Usage/Purchase of Health Food A. Percentage of diet that is healthy B. How much money do you spend on health food C. What do you buy at the store D. Favorite health food store E. Favorite health food F. How do you feel when you eat health food G. If money were no object would you eat health food IV. Can Fast Food Be Healthy A. Amount of money spent of unhealthy food B. Reason for eating out V. General Attitudes toward UCF Campus Food A.How often do you eat on campus B.Where do you eat on campus B. Advantages of eating on campus C. Disadvantages of eating on campus D. Favorite thing about favorite on campus food source VI. The Perfect Food Source on Campus A. Source characteristics *Taste *Content / Quality B. Similar restaurants C. Nutritional Benefits D. How much would you spend VII. Discuss Opinions and Decide on Hypothetical Health Food Options at UCF A. Overall reactions B. Pros/ Cons of each C. Extreme Ideas D. UCF size C. Theme of options D. Probability of success at UCF

Findings from the 2 nd Focus Group Interview Opinions on Healthy Eating: It is up to the individual to make a conscious effort to eat healthy. Increased accessibility to healthy food will help the problem, but not eliminate it Biggest Problems: University doesn’t market existing options well, price of health foods, hard to get fresh food in large numbers. Attitudes on UCF Campus Food: Not healthy, convenient sometimes, nothing special Perfect Meal Plan Source: Various carts on campus with fresh wraps, sandwiches, etc. Nature’s Table on campus

Exploratory Research Focus Group Would provide the negative information but lack how to incorporate it into other schools Hard models to follow for such a big campus Health code violations? Vague questions Detailed answers Too much Groupthink Participants honesty Types of Participants Scheduling Technical difficulties Food incentives Limitations

Recommendations We decided that the University of Central Florida should choose option #2: Do not add healthy food options in the student union based on the research we conducted

BACK UP SLIDES

Discussion Guide for 1 st Focus Group Interview I. Introduction A. Recording/observers B. Causal, relaxed, informal C. No right or wrong answers D. Be honest. Tell the truth E. Discussion rules * Talk one at a time * Don’t dominate the discussion *Talk in any order * Listen to others II. General Attitudes toward Health Food A. Percentage of diet made up of health food B. What constitutes health food C. Disadvantages of health food D. Advantages of health food III. Usage/Purchase of Health Food A. How much money do you spend on health food B. Favorite health food C. How do you feel when you eat health food D. If money were no object would you eat health food IV. General Attitudes toward UCF Campus Food A. How often do you eat on campus B. Advantages of eating on campus C. Disadvantages of eating on campus D. Favorite thing about favorite on campus food source V. The Perfect Food Source on Campus A. Source characteristics *Taste *Content / Quality B. Nutritional Benefits C. How much would you spend VI. Discuss Opinions and Decide on Hypothetical Health Food Options at UCF A. Overall reactions B. Pros/ Cons of each C. Theme of options D. Probability of success at UCF

Modified Discussion Guide for 2 nd Focus Group Interview I. Introduction A. Recording/observers B. Causal, relaxed, informal C. No right or wrong answers D. Be honest. Tell the truth E. Discussion rules * Talk one at a time * Don’t dominate the discussion *Talk in any order * Listen to others II. General Attitudes toward Health Food A. Percentage of diet made up of health food B. What constitutes health food C. Disadvantages of health food D. Advantages of health food III. Usage/Purchase of Health Food A. How much money do you spend on health food B. Favorite health food C. How do you feel when you eat health food D. If money were no object would you eat health food IV. General Attitudes toward UCF Campus Food A. How often do you eat on campus B. Advantages of eating on campus C. Disadvantages of eating on campus D. Favorite thing about favorite on campus food source V. The Perfect Food Source on Campus A. Source characteristics *Taste *Content / Quality B. Nutritional Benefits C. How much would you spend VI. Discuss Opinions and Decide on Hypothetical Health Food Options at UCF A. Overall reactions B. Pros/ Cons of each C. Theme of options D. Probability of success at UCF