Pob Sba
Pob Sba
Pob Sba
Based Assessment
(SBA)
Topic: To investigate what influences the cost of production at Sakura Express and how it
Objectives 2
Background Overview 3
Methodology 5
Findings 8
Recommendation 9
Conclusion 10
Appendix 11-12
References 13
1
Research Topic
- To investigate what influences the cost of production at Sakura Express and how it
Objectives
● To determine if the location of Sakura Express impacts consumer behaviour and the
● To determine if the prices at Sakura Express are affordable for its consumers.
2
Background Overview
This school-based assessment aims to investigate what influences the cost of production at
Sakura Express and how it impacts consumers behaviour and popularity. Sakura Express is a
Cantonese restaurant business located in Ocho Rios Jamaica and has been around since
November 2011. However, some consumers believe that the food at Sakura Express is
overpriced. By doing this investigation, we will be able to determine if the best method of
pricing was used to bring profit to the business while being affordable to the consumers. This
topic is important to be studied as Sakura Express has decreased in its sales and ratings
throughout the years. It is believed that if Sakura Express made changes in its price to fit the
standard of food being served, they will see an increase in sales and the consumers will be
more satisfied.
An article published on the website ‘Unleashed Software’ on October 13, 2017, titled
“How Your Pricing Strategy Affects Customer Satisfaction” states the effects your prices
may have on consumers. Sakura Express will be able to assess their production costs to
finalize a suitable fitting price range for their goods to increase their sales and increase in
popularity. This research is important as it will enlighten readers of the importance of pricing
as it relates to the cost of production and how it can increase consumer satisfaction and bring
about popularity to a business. Also, it will state some of the ways production may influence
price and how society can adapt to an easier and effective method of pricing as they will now
3
Methodology
For the researchers to gather information on this topic, a survey was done in the form of
an eight(8) item digital questionnaire. Thirty(30) of these questionnaires were circulated via
social media targeting the consumers of Sakura Express of which twenty-five(25) was
chosen as they would facilitate quick response times and provided ease in the analysis of the
data. To get an unbiased answer, the survey was available to anyone who purchased from the
establishment. Additionally, eight(8) interview questions were also used in an interview with
the manager of Sakura Express to receive more information on the topic and research was
carried out by reading online articles relating to the topic and textbooks to assist in the
understanding of the importance of consumer behaviour. Secondary data was therefore used
to gather public opinion from some customers which will help in understanding how the
Of the thirty(30) questionnaires sent out, twenty-five(25) was completed, this was an
adequate amount of information but challenges were faced as it took a long time to gather all
these responses. Following the Covid-19 protocols and for the safety of the researchers, the
questionnaire was chosen to be done electronically and sent out via Whatsapp and other
social media platforms. This took away a lot of time as the researchers sent out surveys
continuously with the hope of gaining responses from the consumers of Sakura Express.
Nevertheless, data was gathered and the researchers were able to analyse and represent the
data in the form of pie charts, bar graphs and tally charts.
4
Presentation and Analysis of Data
PIE CHART SHOWING THE RESPONSES ON WHETHER THE PRICES AT
SAKURA EXPRESS ARE AFFORDABLE OR NOT
Figure #1. Pie chart showing the affordability of prices at sakura express
Based on the results of the questionnaire, sixty(60)% of the respondents think that sakura
express is not expensive but at the same time not affordable, thirty-four(34)% believe they
5
BAR CHART SHOWING WHETHER OR NOT INDIVIDUALS WILL STILL
SUPPORT THE ESTABLISHMENT IF THERE WAS AN INCREASE IN
PRODUCTION COSTS
Figure #2. Bar chart showing the support in the establishment if there was an increase
in production costs
The data collected from the questionnaire showed that fifty-nine(59)% of the respondents will
still support the business even if they increased the production costs, thirty-four(34)% of the
respondents would not still support the business and seven(7)% of the respondents maybe
6
PIE CHART SHOWING WHETHER OR NOT INDIVIDUALS BELIEVE THE
CURRENT LOCATION HELPS TO INCREASE SALES AND POPULARITY OF
THE BUSINESS
Figure #3. Pie chart showing the agreeance of whether the cost of production influences
consumer behaviour.
The results from the questionnaire showed that twenty-seven(27)% of the respondents do not
believe that the location of Sakura Express influences consumer behaviour and popularity
7
Findings
Figure one(1) shows what the respondents think about the affordability of the establishment.
Of the total sixty(60)% believed the business to not be expensive but also not affordable.
Thirty-four (34)% thought that the establishment was very affordable and a mere six per cent
believed it to be expensive. Figure two(2) goes on to show how many of the respondents
would still support the establishment if there was an increase in the prices of the products
they offer with thirty-four(34)% refusing to support the establishment. Fifty-nine(59)% chose
to support the business despite the increase and seven per cent chose the option maybe,
8
Recommendation
After analysis, it is believed that the establishment could do the following to boost popularity
and sales:
● Source raw materials at a lower price locally so they can lower their prices and
receive more customers buying more products while still maintaining their current
customer amount, ultimately leading to an increase in the profits and popularity of the
establishment.
● Seek to upgrade the quality of their food as some consumers are not pleased with the
current level of the food. This will allow for more satisfied customers thus the
● Allocate more money to marketing and advertisement to build trust and persuade
possible future consumers past the consideration stage, and straight into a purchasing
mode.
9
Conclusion
Based on the data and results obtained throughout this research, it was revealed that Sakura
Express’ cost of production is in the affordable price range but if they were to reduce this cost
of production they will receive more customers and thus generate more income. The
behaviour of Sakuras’ consumers is affected by this cost so any alteration to it will cause
changes in profit and popularity of the business. The Ocho Rios location of Sakura Express
brings many customers as it is strategically located in the plaza of Eight Rivers, where it is
high in traffic, thus receiving customers coming in on lunch breaks throughout the day or at
the end of the working day from students and workers going back home. The business will
see an increase in sales and popularity if they lower prices by buying locally grown raw
materials, upgrade their food quality and increase their marketing and advertising budget.
10
Appendix
QUESTIONNAIRE
- Yes
- No
- Yes
- No
- I don’t Know
4. Would you say that the prices at Sakura Express are affordable?
- Yes
11
- No
- Maybe
6. Have you seen any advertisements or any type of marketing strategy done by
the business?
- Yes
- No
- No
- Yes
8. Do you believe the current location of the business helps to boost the
- Yes
- No
- I don't know
INTERVIEW
1. If the raw materials were lower, would you also decrease the price of the final goods?
7. Do you think your prices are the main factor influencing consumer behaviour and the
8. If a competitor should increase or decrease their prices would you do the same?
12
Reflections
ARTICLES
https://www.unleashedsoftware.com/blog/pricing-strategy-affects-customer-
satisfaction
https://smallbusiness.chron.com/effects-business-consumer-behavior-73788.html
BOOK
- Carlong Principles of Business for CSEC With SBA, Study Guide & Exercises by
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