CHAPINGO AUTONOMOUS UNIVERSITY

DIVISION OF ECONOMIC-ADMINISTRATIVE SCIENCES

BACHELOR'S DEGREE IN INTERNATIONAL TRADE

MARKET RESEARCH

“EVALUATION OF THE QUALITY SERVICE IN

THE NEW DICEA CAFETERIA”

TEACHER: MC OCTAVIO SANTIAGO VELASCO

PRESENT:

HERNÁNDEZ ALCANTAR VIRGILIO

URIETA AQUINO EVELYN YULISA
VERGARA HERNÁNDEZ LUIS FERNANDO
ZAMBRANO GUERRERO ARIADNA

5° 09

JULY - 2020
EXECUTIVE SUMMARY

The study of student clients of the DICEA cafeteria showed that 74.6% of the student
community of the division is a client of the new DICEA Cafeteria; Of this percentage,
81.2% attend this location due to its proximity and 43.6% visit the establishment 2 to 3
times a week.

41.76% of consumer students feel satisfied with the quality of the service. The most
notable aspects of the new Cafeteria are the cleanliness of the establishment, with 91.8%
approval; the hygiene of the products, which was rated positively by 91.85% and the
presentation of the food, with 84.11% of positive responses. The majority considers that
the variety of products offered is average, 54.7% think that work in this aspect should
focus on the variety of foods offered on the menu; The taste of the products has 79.99%
approval, while the customer service is acceptable, however it needs to be improved,
since 56.1% think that the service should improve in terms of speed of attention.
Regarding prices, 53.8% consider that they are a little expensive.

Regarding the opening and closing times of the establishment, the proposal proposed is
that activities begin at 7:15 in the morning and close at 6:00 p.m.
CONTENT

PRESENTATION
PROBLEM
GOALS
RESEARCH QUESTIONS
METHODOLOGY
SAMPLE

RESULTS
QUALITATIVE STUDY
QUANTITATIVE STUDY
SYNTHESIS

SUGGESTIONS

SOURCES CONSULTED

ANNEXES
“EVALUATION OF THE QUALITY SERVICE IN THE DICEA CAFETERIA”

PRESENTATION

The present study was carried out in the municipality of Texcoco de Mora, in the State of
Mexico from March 22 to July 21, 2020, with prior knowledge and authorization of the
person responsible for the establishment.
Two methods were used; the Quantitative Study and the Qualitative Study among the
student clients of the new DICEA Cafeteria.
The Qualitative part, carried out from May 16 to 31, allowed us to learn about their
consumer experiences regarding the service; as well as their proposals to improve the
service and quality of the cafeteria.
In relation to the Quantitative Study, surveys were applied through a Google form from
June 29 to July 4, 2020, to a sample of students from the Division of Economic-
Administrative Sciences, where the percentage of people who frequent the cafeteria, the
frequency with which they do so, their opinion regarding prices, quality of service,
customer service, etc.
As a result of the surveys, the presence of students as main consumers (ages between 20
and 23 years) stands out.
Therefore, the objectives set were the following:
BACKGROUND

Coffee is one of the most consumed products worldwide and the coffee shop service has
been one of the most profitable, permanent and exponential businesses in recent times. Its
popularity has permeated educational institutions, where essential establishments have
been made to satisfy the nutritional needs of students, administrative workers and
teachers.

Coffee consumption nationwide has increased considerably, especially for chain

businesses. This market grows between 20 and 25% per year according to Euromonitor
International.

In Mexico, where there are more than 61 thousand coffee shops, chains such as
Starbucks, Punta del Cielo, The Italian Coffee Company, Caffé Macchiato, among others,
are those that compete for the largest number of customers , especially in Guadalajara
and the City of Mexico. The main reason is that they offer a greater variety of coffee, as
well as pleasant and modern environments for consumers.

For their part, independent coffee shops have been disappearing as a direct consequence
of the success with chain branches.

A strong trend in the world of coffee shops is to open branches in private spaces such as
hospitals, universities, offices and funeral homes, because concessioning the spaces is
more profitable and efficient for the owners of these places instead of absorbing the costs
and risks of a cafeteria of its own.

Although there is no secret formula that ensures the success of a cafeteria, there are
aspects to consider that make a difference and reduce risks. International coffee shops
have quality standards in service that have allowed them to position themselves
adequately and have the predilection of customers. They are strict in cleaning, customer
service, interior design, aesthetics of the dishes, they appropriately choose the products to
offer, they invest in promotion and in general they work for the continuous improvement of
their business. These qualities can be applied in small and medium-sized cafeterias,
adjusting to the internal and external context of the company.
New DICEA Cafeteria

a) Your establishment
This project began in June 2018, with the purpose of supporting the activities of teachers
within the Chapingo Autonomous University and giving students a place where they could
eat healthily and study. The Center for Social Research and Strategic Management
(CISDE) AC, donated the construction to the Autonomous University of Chapingo, through
the signing of a donation agreement. The rector, Dr. Sergio Barrales Domínguez, thanked
the general director of CISDE, public accountant Miguel Cortés Moreno, for the donation of
the construction that will benefit the university and directly the DICEA community.
Although this work is located in the DICEA, former director Dr. Abel Pérez Zamorano
reported that the donation work is in charge of the department he represents; UACh
students and academics will be able to use the facilities, benefiting the entire university
community.
The donation contract established that the construction project had an investment of 2.5
million pesos, a cost that contained the requirements established in the general provisions
issued by the SAT, as well as in articles 29 and 29-A of the Tax Code of the Federation.

The creation of a cafeteria was due to the increase in enrollment at DICEA, the division
houses around 800 people and, therefore, the cafeteria was necessary, which has the
capacity to offer service for 180 diners distributed between the common area and a
terrace, has a sanitary module and the kitchen. Previously, the closest cafeteria to the
DICEA was the “Prepa Cafeteria” and the post located under the division's annex. When
the cafeteria project was completed, the interim director, M. c. Ramón Gómez stressed
that it would not just be a DICEA building, but that it is now a university heritage site, and
that it will be the staff of the UACh's Heritage Assets, part of the University Board of
Trustees that, based on institutional norms and laws, will be be in charge of carrying out
the corresponding tenders to offer the service to the community.
Although the DICEA cafeteria finished being built in November 2018, it took a year to be
occupied via concession by the company “Carbón y Vino”.

There are key factors for the success of a university cafeteria; speed of service, safety in
food preparation, low or accessible prices (most of its clients do not work and their
economic resources are limited), cleanliness in the establishment, acceptable customer
service, space for consumption, variety in products, location (that is easy to access and
can be used in a short time), among others.

Competence

The new DICEA Cafeteria has a large number of direct and indirect competitors, both
outside and inside the university. Among the direct competitors are:

 Agricultural Preparatory Cafeteria , located behind the DICEA cafeteria.

 Cafeteria “Escalaras de DICEA”, located under the stairs of the DICEA annex.
 Cafeteria “Café Real de Chiapas” is located inside the CEE building and
therefore in the middle of the university.
 Engineering Cafeteria, located near the central dining room.
 La Espiga Cafeteria establishment a few meters from the main entrance.
 Fitotecnia Cafeteria, located near the north door.
 Soils Cafeteria , located in the department of the same name.
 Forestales Cafeteria, in the DICIFO building.
 La Meche, located behind the Parthenon.
 Mexican Cuisine, in front of the Álvaro Carrillo Auditorium.
 The Pixcaf, located in front of the country dining room.

Among the indirect competitors are: Cafetería del Pueblo, Cafetería del Gallo and
Cafetería del Cooperativo, which are located outside the university campus. Which mainly
offer a high range of coffees prepared in different ways, they also have a wide number of
dessert options. The places are very cozy and have a high sense of hygiene.

An article published by the “Yelp” page shows the 10 best coffee shops that can be found
in Texcoco, which are considered indirect competition for DICEA's business: Golden
coffee, Cofeeximo, La casita de los grandparents, Enanos cafés, El bohemian corner,
Cafeteria Tenango, Café Bolero, Work café, Rund and rub café and Café ego.
PROBLEM

The Cafeteria provides service from Monday to Friday from 08:00 am to 05:00 pm. Offers
a wide variety of foods; However, it has different aspects that could be improved.
Users of the DICEA cafeteria highlight that the location of this location is key to being able
to purchase products between classes and quickly. Some comment that they would like
the service to be faster. They mention that the service is good, friendly, but late. Regarding
the premises, they assure that it is a clean and comfortable space, but they would like the
cleaning to be improved, especially of the tables. On the other hand, they consider the
cafeteria to be one of the best in the university due to its appearance, but they highlight the
need and possibility of improvement in the quality of service; They insist that they would
like more variety on the menu such as: meals, drinks and desserts.
Considering that various aspects with deficiencies have been pointed out and that each
improvement requires an independent analysis to indicate safe strategies, this project will
focus on determining the aspects that consumers determine as the most important of
working in the establishment, in order to Strategically direct the improvement of the
premises and thus ensure greater consumer satisfaction on the part of customers.
GENERAL OBJECTIVE
Evaluate the quality of the service of the new DICEA cafeteria, based on the
opinion of student consumers; to identify the aspects on which the work and
improvement of this establishment should focus.

SPECIFIC OBJECTIVES
1. Assess consumer perception regarding the quality of service of the new DICEA
cafeteria.
2. Identify the aspects that most urgently need to be improved in the new DICEA
cafeteria, according to student consumers.

RESEARCH QUESTIONS
1. Why do student consumers choose the new DICEA cafeteria?
2. What is the perception that consumers have of the new DICEA cafeteria regarding
the quality of its service?
3. According to student consumers, what aspects should be improved most urgently
in the new DICEA cafeteria? .
METHODOLOGY

Business success depends on various factors, some of them directly related to the
company-customer interaction such as the quality of the product and the service itself. The
new DICEA cafeteria is not exempt from the aforementioned, the establishment must live
up to the desires and needs of its consumers if it wants to guarantee its permanence. In
this context it is important to determine the perception that customers have about the
quality of the service offered. To know the development that other similar businesses have
had, information was obtained from electronic sources regarding the history of cafeterias in
the area surrounding the UACh and the cafeterias in their global, national and municipal
context, while the information on cafeterias Within the university it was obtained through
personal experiences and direct information from students from different DEIS. All this
allowed us to know in general terms the context in which the new DICEA cafeteria is
located.
Based on the stated objectives, the project was carried out in two stages; Qualitative
research and quantitative research. The first consisted of the design and
implementation of four in-depth interviews applied virtually to student clients of the new
DICEA Cafeteria (two men and two women). These interviews were carried out from May
16 to 31, 2020, in which the interviewees expressed their opinions about the quality
service offered in the new cafeteria. The complete transcription of the sessions was
carried out to identify the main concerns, suggestions and wishes about the establishment.
The above allowed the design of the next research stage.
To carry out the quantitative study, the results of the qualitative research were used,
which allowed the design of a survey that underwent a pilot test applied to 20 student
clients to identify possible errors in the structure and content of the instrument; that is,
integration of questions, response options, logical sequence or order of questions.
Once the survey was corrected , probabilistic sampling was used to determine the
sample size necessary for the application of the questionnaire to have certainty and
validity.
The results were processed, analyzed and systematized to present the corresponding
suggestions and conclusions.

SAMPLE
The pilot test of the survey was applied virtually to a small number of students belonging to
the Division of Economic-Administrative Sciences. The invitation was sent to 25 students
and 5 declined the offer, while 20 accepted participation. At the end of the survey, a space
was opened for comments, suggestions, opinions and observations to make the format an
exercise, clear, precise and covering all the possible responses of the respondents. From
the pilot test it was also possible to determine the value of p and q required in the next
stage.

The second part of the field work was determined using probability sampling to
determine the minimum number of respondents necessary for the results to be valid and
certain. The survey was administered from June 29 to July 4, 2020 to 228 students of all
academic grades at DICEA.

The sample was integrated as follows:

Thanks to the application of the pilot test it is possible to calculate the value of p and q,
which correspond to:

p: probability in favor
15 out of 20 people have ever bought at the new DICEA cafeteria. Considering 20
as 100%, 15 corresponds to 75% = 0.75 and this is considered the probability of
favor.
Therefore, p=0.75

q: probability against
5 out of 20 people have never bought at the new DICEA cafeteria. Considering 20
as 100%, 5 corresponds to 25%= 0.25 and this is considered the probability
against.
Therefore, q=0.25

The current enrollment of current students in the division is 731, including the common
core, undergraduate and graduate students.
Applying the probabilistic method for simple random samples we have that the finite
population is applied with a population greater than 30 and less than 100,000, so the
procedure will be applied for a FINITE population, to which the following formula
corresponds to obtain the sample size :

2
Z a /2 Npq
n= 2 2
e ( N−1 ) + Z a/ 2 pq

DATA
n= sample size
N=population size = 731
2
Z a/ 2= Confidence level = 95% = 1.96
p= Probability in favor = 0.75
q= Probability against = 0.25
e= Error = 5%= 0.05

SUBSTITUTING DATA IN EC.1:

n=¿ ¿

(3.8416)(731)(0.75)(0.25)
n=
0.0025 ( 730 )+(3.8416)(0.75)(0.25)

526.5393
n=
2.5453

n=206.867285

n=207

The sample size is 207 with respect to the population.

In order to ensure the number of valid surveys, 10% was added to the sample size, which
corresponds to 20.7 = 21
 207 + 21 = 228
Therefore, 228 surveys were applied among the student community of the Division of
Economic-Administrative Sciences.
The questionnaires were administered using a Google Form for efficient data collection.
The link was sent personally through the WhatsApp application, which ensured reliability
and that the responses correspond to the target population.

Confirmation of the answer was requested directly from the respondent and by having the
automatic registration of emails in Google Forms, a double confirmation of the answer was
carried out; This made it possible to mark the name of the person surveyed in the
sampling frame (official DICEA lists) and avoid double individual responses.
INTERVIEWS WITH STUDENTS AND CONSUMERS

The interviews, carried out with 4 DICEA students, indicated that the clients agree that the
service of the new DICEA Cafeteria is of utmost importance due to the proximity of the
DICEA classrooms, because the students have little time to Go look for a place to satisfy
your nutritional needs. They refer to the fact that the cafeteria has adequate hygiene with
respect to the established parameters and compared to other mobile businesses, the
presentation of the food is good and the prices are affordable.

They point out that the presentation of the staff is adequate, however it could improve a
little more, since the staff takes time to take the order, to have the products ready and to
bring them to the tables. They mention that on several occasions all the cafeteria staff are
serving only one table and neglect the other diners, instead of dividing the service.

When diners are inside the cafeteria, they arrive at a comfortable area, because inside the
establishment they find a quiet place, with good temperature and pleasant atmosphere,
where they can taste food that is prepared with adequate safety, in addition to the
architectural design of the cafeteria. establishment is more business-like and is in line with
the degrees taught in the Division of Economic-Administrative Sciences; but they would
also like it to reflect a bit of the youth atmosphere without losing the professional style.

Evaluating the cafeteria on a scale of 1 to 10, the average obtained a 7.5 because they do
not have a wide variety of products compared to the high school cafeteria that is also very
close, the interviewees consider that they could add more traditional or typical food to the
menu. from Mexico such as quesadillas or expand the variety of coffees that are served.

Those interviewed consider that food prices are high compared to other nearby cafeterias,
but they are not impossible to pay, and are possible for students to afford.
FIELD RESULTS

Student clients of the new DICEA Cafeteria: When asked “Have you ever bought any
product in the new DICEA Cafeteria”, 25.4% (58) of the sample declared that they had not
purchased in the new DICEA Cafeteria. HE SAYS. This percentage can be related in part
to the 7th year students, who were completing their pre-professional stay since January,
and did not have the opportunity to go to the new establishment. We must also consider
the population of students in the division who were on an academic exchange and who
also left at the beginning of the semester.
74.6% (170) of the sample
responded that they have
ever purchased at the new
cafeteria, so the customers
of the new cafeteria currently
correspond to 3/4 of the
division's student
community.

Reasons for purchase: Considering that 170 students in the sample have bought at
some time in the cafeteria, 81.2% of this number indicated that the main reason for buying
in this establishment is the proximity to its classrooms, 7.6% are customers for the
cleanliness of the place, 6.5% for the hygiene of the products and 4.7% for the products
they offer.
In other words, the key factor
for current consumption in the
new DICEA Cafeteria lies
especially in its location, which
greatly favors the division's
students.
Purchase frequency: Of the total student customers, 43.6%, corresponding to 74
students, go 2 to 3 times a week to buy some food at the new DICEA Cafeteria, 26.2%,
corresponding to 45 students, go
once a week. week, 14.5%
corresponding to 24 students are
customers once a month, 11.6%
go to the cafeteria daily. It can
be said that DICEA students
shop at the new cafeteria
occasionally.

Satisfaction with the quality service: Regarding the statement “I am satisfied with the
quality service in the DICEA Cafeteria”, 41.76% of the student clients affirm that they
agree, 26.47% neither agree nor disagree (they are indifferent), 17.05% completely agree.
While 11.17% disagree with the statement and 3.52% of the total feel they totally disagree.

The vast majority rate their satisfaction with the service positively, but the fact that the
percentage is not concentrated in the highest measure, and that the lowest ratings are
also notable, shows that there are aspects that may need to be worked on to increase
consumer satisfaction.

Cleanliness of the cafeteria: 42.69% (73) of consumer students rated the cleanliness of
the establishment as
“Very good”, 28.65% (49)
said it was “Good”, 20.46% (35) considered it “Excellent”, only 8.18% (14) rated it as
“Regular” and 0% (0) think that the cleaning is bad.
These ratings show one of the strong points of the new DICEA Cafeteria, and one of the
aspects best rated by its customers.

The above is reinforced with direct recommendations from diners, where 52.6% claimed
that they had no suggestions to improve the cleanliness of the establishment. The results
show a positive general opinion with possibilities for improvement to achieve excellence;
And this is observed in the
other responses, which
suggest improving the
cleaning of the tables
(31%), the floor (7%), the
shelves (5.3%) and the
windows (4.1%).

Variety of products offered: Unlike the previous aspect, variety was one of the worst
rated aspects by student clients.
32.94% (56) rate it as
average, 24.70% (42)
think it is good, 18.82
(32) think it is very
good, 15.88% (27)
people consider it bad.
and only 7.6% (13) responded that the variety is excellent.

Since the majority of ratings

focus on the negative and
regular part, the variety in the
products can be considered
one of the points that require
the most work and
improvements. In this sense,
customers consider that
improvements in the variety should be focused, mainly on the food area (54.7%), drinks
(16.5%) and desserts (11.8%), in that order.

Product hygiene: The majority of student clients give a positive rating to the food hygiene
in the new DICEA Cafeteria. 42.44% think it is “very good”, 27.90% think it is good and
21.51% rate it excellent;
Only 8.1% is
concentrated between
the bad and average
categories.
This is another of the
best-rated aspects on the
part of the student consumers of the DICEA Cafeteria who also have good possibilities for
improvement that allow them to achieve excellence.

Taste of food: Based on the question “How do you rate the taste of the food offered?”, the
majority of student clients of the establishment concentrated their ratings at the levels
“good” (42.94%), “very good”
(31.17 %) and “regular”
(18.23%). While “excellent”
and “bad” received 5.88% and
1.76%, respectively.

It can be said that this

aspect is moderately well
rated by diners. The
majority mention that a la
carte meals are the
products that need to
improve the most in terms
of flavor (54.1%), nearly a quarter of the sample assures that the flavor of all foods is very
good (24.1%), while 17.1% suggest that the taste of the drinks offered be improved and
4.7% prefer that the effort be focused on desserts.
Food presentation: 37.64% (64) think that the presentation of the food is good, 36.47%
(62) indicate that they
consider it very good and
10% believe that it is
excellent.
As these are the
qualifications most chosen
by student clients, the presentation of food can be considered a currently favorable aspect.
However, there is also a significant portion of the sample that rates it as average (14.11%)
and bad (1.76%).
Customer suggestions
focused on improving the
presentation of meals by
43.8%, while 27.2%
considered that the
presentation did not need
to be improved in any
product, 21.9% recommended drinks and 7.1% recommended desserts.
Customer service: 41.76% (71) of the sample rate this aspect as regular, being the most
voted option, followed by
the “good” category, with
22.94% (39). The “very
good” rating corresponds to
17.05% (29), bad to 10.58%
(18) and excellent to 7.64%
(13).
Being one of the worst rated aspects of the survey, the suggestions made by the student
clients are notable, the majority
of whom recommend improving
the speed of service (56.1%)
and the friendliness of the staff
(17%), 26.9% consider that
Customer service is very good.
Prices: 53.8% of the student clients of the new DICEA Cafeteria consider that the
established prices are moderately
accessible, 21.1% believe that they
are expensive, 16.4% consider
them accessible and 8.2% rated
them as very expensive, only 0.6%
of the sample considers them to be
low.

Recommendation level: 62% of the sample considers that the new DICEA Cafeteria is
recommended, 21.6% believes
that the establishment is highly
recommended, 15.8% considers
it slightly recommended and
0.6% considers it extremely
recommended.
Studies: Given that DICEA is a
university division, all of the enrolled students who are also clients of the new DICEA
cafeteria have completed a higher degree.
75% of the sample is pursuing a
bachelor's degree, this group being
the one with the greatest impact on
the consumption of the new DICEA
Cafeteria, followed by the Common
Core (23.3%); and with minimal
participation, Postgraduate students
(1.7%).
These figures agree with the enrollment of DICEA, where the degree concentrates the
largest number of students. In other words, it is this segment of the division that consumes
the most products and food in the new DICEA Cafeteria.
Age: The age of the sample surveyed is between 18 and 28 years old, the average is
20.74 years old, showing that the student clients of the new DICEA Cafeteria are a
relatively young population. The ages were concentrated mainly in the range of 20 to 23
years, which effectively corresponds to the undergraduate population.

Opening hours: The hours that concentrate the most opening suggestions range between
7:15am and 7:45am.

4. ¿A qué hora te gustaría que se abriera

la nueva cafetería de la DICEA?
30
20
10
%

0
6:30 7:00 7:15 7:20 7:30 7:45 8:00
AM AM AM AM AM AM AM
Hora

Closing time: The time that concentrates the most opening suggestions ranges between
6:00pm and 7:15pm. Use TCM

5. ¿A qué hora te gustaría que se cerrara la nueva cafetería

de la DICEA?
30
20
10
%

0
5:00 5:30 6:00 6:30 6:45 7:00 7:15 7:30 7:45 8:00 8:15 8:30 9:00
PM PM PM PM PM PM PM PM PM PM PM PM PM
Hora

Price of a good coffee: Use the MTC The favorite price of the students who are clients of
the new Cafeteria for a
good coffee ranges
between $15.00 and
$20.00, while the other
prices are not very suggested, accumulating barely 17% among the remaining prices
suggested
 SYNTHESIS OF THE RESULTS
Edad
40
30
74.6% (170) of the sample responded
20 that they have purchased at the new
%

10
0 cafeteria at some point, which indicates
18 19 20 21 22 23 24 25 26 27 28
Edad that the vast majority of students in the
division have been customers of the
new establishment. 81.2% of this number indicated that the main reason for buying at this
establishment is the proximity to its salons, 7.6% are customers because of the
cleanliness of the place, 6.5% because of the hygiene of the products and 4.7% because
of the products they offer.
43.6% corresponding to 74 students, go 2 to 3 times a week to buy some food at the new
DICEA Cafeteria, 26.2% corresponding to 45 students go once a week, 14.5%
corresponding to 24 students are customers once a month, 11.6% go to the cafeteria daily.
The time that concentrates the greatest opening suggestions ranges between 7:15am and
7:45am because the students of the Division of Economic-Administrative Sciences would
like to be able to purchase some food to satisfy their physiological needs before classes.
The time that concentrates the greatest opening suggestions ranges between 6:00pm and
7:15pm. This is caused by the various activities that the students have during the day.
They are pressed for time, which is why sometimes they do not have the opportunity to go
to the canteens and prefer to go get food from the new DICEA Cafeteria due to the
proximity to their lounges.
The vast majority of students rate their satisfaction with the service positively, but the fact
that the percentage is not concentrated in the highest measure, and that the lowest ratings
are also notable, shows that there are aspects that may need to be worked on to increase
student satisfaction. the consumers.
42.69% (73) of consumer students rated the cleanliness of the establishment as “Very
good”, 28.65% (49) said it was “Good”, 20.46% (35) considered it “Excellent”, only 8.18% (
14), rated it as “Fair” and 0% (0) think that the cleanliness is bad. The majority of student
clients give a positive rating to the food hygiene in the new DICEA Cafeteria. 42.44% think
it is “very good”, 27.90% think it is good and 21.51% rate it excellent; Only 8.1% is
concentrated between the bad and average categories.
The majority of students who are clients of the establishment said that in terms of the taste
of the food they are good, their ratings at the “good” (42.94%), “very good” (31.17%) and
“regular” (18.23%) levels. While “excellent” and “bad” received 5.88% and 1.76%,
respectively. 37.64% (64) think that the presentation of the food is good, 36.47% (62)
indicate that they consider it very good and 10% believe that it is excellent.
The students agreed that customer service is one of the aspects that requires the most
work in the cafeteria, most of them recommend improving the speed of service (56.1%)
and the friendliness of the staff (17%), 26.9% consider that Customer service is very good.
The favorite price of the students who are customers of the new Cafeteria for a good
coffee ranges between $15.00 and $20.00, while the other prices are hardly suggested,
accumulating only 17% among the remaining suggested prices.
53.8% of the student clients of the new DICEA Cafeteria consider that the established
prices are moderately accessible.
When all the aspects to be evaluated in the establishment are considered, 62% of student
clients consider the establishment recommendable. These clients, the vast majority belong
to the DICEA degree, covering 75% of the sample; and their ages are mainly between 20
and 23 years old.
SUGGESTIONS

Based on the results obtained in the analysis of the qualitative and quantitative analysis
and taking into account the objectives of the project, the following is suggested:

 Consider students, specifically DICEA graduate students, as the establishment's

main clients.
 Increase the variety of products, mainly in the area of a la carte foods and drinks.
 Carry out strategies so that customer service is carried out more quickly.
 Extend service hours.
 Consider a possibility of lowering prices or doing promotions.

The aforementioned suggestions are the most notable of the results, however, it is worth
mentioning others, which although were not shown with it:

 Improve cleaning aspects, specifically in the table area.

 Improve the taste of a la carte meals.
 Improve the decoration of the establishment, contemplating the youthful style
without leaving aside the professional and business atmosphere that characterizes
it.
 Work on promotion within the university.

In conclusion, the new establishment at the Autonomous University of Chapingo called

“DICEA Cafeteria” is a promise with good chances of success with the student community.
It stands out and differs significantly from its competition due to the cleanliness of the
establishment and food safety; aspects that inspire deep confidence in young university
students.
Being a new proposal with a lot of direct and indirect competition well positioned in its
market segment, the establishment needs to constantly work on improvements that allow it
to compete and gain the loyalty of its customers.
REFERENCE SOURCES

1).-Calva, E. (2028). “The coffee shop boom in Mexico: a 10 billion business.” Consulted
on 02/28/2020. Website: https://www.altonivel.com.mx/empresas/negocios/boom-
cafeterias-mexico/?amp

2).-CESAVE. (2017). “National Agricultural Planning 2017-2030”. Consulted on

02/27/2020. Website: http://www.cesvver.org.mx/roya-del-cafe-hemileia-vastatrix/ .

3).- Unknown. (2018). “51% of food and drinks sold in schools are 'junk'.” Consulted on
02/28/2020. Website: https://elpoderdelconsumidor.org/2018/08/51-de-alimentos-y-
bebidas-que-se-venden-en-las-escuelas-son-chatarra/

4).-EUROMONITOR CONSULTING. (2017). “Analysis of the Coffee Consumption Market

in Mexico.” Consulted on 02/28/2020. Website:
https://amecafe.org.mx/wp-content/uploads/2017/08/Euromonitor_Informe_An
%C3%A1lisis-de-consumo-2016-AMECAFE-Final.pdf

5).- FAO. (2015). “Food suggestion to serve in a school cafeteria.” Consulted on

02/26/2020. Website: http://www.fao.org/3/am037s/am037s02.pdf

6).- FAO. (2015). “Sanitary measures for school cafeterias.” Consulted on 02/28/2020.
Website: http://www.fao.org/3/am037s/am037s01.pdf

7).- Fujigaki, A.(2010). “Coffee consumption in Mexico and the role of coffee shops.”
Vinculando Magazine. Consulted on 02/26/2020. Website:
http://vinculando.org/empresas/consumo_de_cafe_en_mexico_importancia_de_las_cafete
rias.html

8).- LlPEDRAZA. (2016). “This is what happens behind our children's school cafeterias.”
News Now. Consulted on 02/28/2020. Website: https://noticiasya.com/2016/12/08/esto-es-
lo-que-sucede-tras-las-cafeterias-escolares-de-nuestros-hijos/
9).-Mercawise. (2015). “Market study on coffee consumption and coffee shops in Mexico.”
Consulted on 02/27/2020. Website: https://www.mercawise.com/estudios-de-mercado-en-
mexico/estudio-de-mercado-sobre-consumo-de-cafe-y-cafeterias-en-mexico

10).-NOTIMEX. (2018). “Coffee shops, constantly growing in Mexico.” Consulted on

02/26/2020. Website:
https://rotativo.com.mx/2018/10/15/noticias/nacionales/finanzas/cafeterias-en-constante-
crecimiento-en-mexico-732268/

11).-NOTIMEX. (2018). “How much coffee do Mexicans consume?” Consulted on

02/28/2020. Website: https://www.google.com/amp/s/m.dineroenimagen.com/2018-02-
21/96317/amp

12).-Ramírez, M. (2016). “The coffee business in Mexico is reinvented.” SIPSE. Consulted

on 02/28/2020. Website: https://www.google.com/amp/s/sipse.com/amp/mexico/aumenta-
mexico-apertura-cafeterias-especialidades-188648.html

13).-Sánchez, S. (2018). “The war of the coffee shops to take advantage of the coffee
boom.” Consulted on 02/28/2020. Website:
https://www.google.com/amp/s/expansion.mx/empresas/2018/09/14/la-guerra-de-las-
cafeterias-para-aprovechar-el-boom-del-cafe %3F_amp%3Dtrue

14).-Sofía Esteban Téllez. (2018). “The 10 best cafes in Texcoco.” YELP. Consulted on
02/24/2020. Website: https://www.yelp.com/search?cflt=cafeteria&find_loc=Texcoco
%2C+M%C3%A9xico

15).-Vergara, L. (2020). “Productivity, marketing and foreign trade of coffee.”

ANNEXES

APPENDIX 1. TOPICS GUIDE FORMAT (for in-depth interviews)

Good morning/afternoon, we will ask you some questions related to your perspective on
the new DICEA Cafeteria, in order to determine the general opinion that student clients
have about the quality of service in this establishment.

Questions:
1. Have you consumed in the DICEA cafeteria?
2. How important is the service offered by the DICEA Cafeteria to you?
3. How would you describe the service offered by the establishment staff?
4. What do you think of the prices established in the DICEA Cafeteria?
5. What products would you add to this business?
6. What sensations does consuming in this establishment provoke in you?
7. Compared to the other cafeterias at the university, how would you rate the DICEA
cafeteria?
8. What aspects do you consider the most urgent to improve in this cafeteria?

Thank you for contributing to the completion of this study and for giving us a little of your
time.
APPENDIX 2. SURVEY OF STUDENT CUSTOMERS OF THE NEW DICEA CAFETERIA

Good morning/afternoon we are Yulisa, Virgilio, Fernando and Ariadna. We are part of a
team of students of the Bachelor's Degree in International Commerce and we are carrying
out a study to find out your opinion about the quality service that the new DICEA cafeteria
offers to its customers, that is why we would like you to support us with your time to
respond to this survey, it is important to emphasize that the information provided will be
completely personal and will only be the subject of this study.
No. From survey:_______
Date:___________
1. Have you ever bought a product in the new DICEA cafeteria?
1) _____ Yeah
2) _____ No thank you very much . Survey is over)
2. Why do you decide to buy at the DICEA cafeteria?
1) _____ Because of the proximity to my classrooms
2) _____ For the cleanliness of the place
3) _____ For the products they offer
4) _____ For the hygiene of the products
3. How often do you shop at this cafe?
1) _____ Daily
2) _____ 2 to 3 times a week
3) _____ Once a week
4) _____ 2 to 3 times a month
5) _____ Once a month
Currently the new DICEA Cafeteria opens at 8:00am.
4. What time would you like the new DICEA cafeteria to open?
____________
Currently the new DICEA Cafeteria closes at 5:00pm.
5. What time would you like the new DICEA cafeteria to close?
____________
6. Mark with a cross the option that best reflects your opinion about the quality of the
service you have received in the new DICEA cafeteria.
Completely Neither agree In Totally
OK
agree nor disagree disagreement disagree
I am satisfied with the
quality service in the
new DICEA cafeteria

7. How do you rate the following aspects of the new DICEA cafeteria?
Excellent Very good Good Regular Bad

Cleaning the cafeteria.

Excellent Very good Good Regular Bad

The variety of products

offered

Excellent Very good Good Regular Bad

The hygiene of the foods

offered (breakfasts, meals,
drinks and desserts on the
menu).

Excellent Very good Well Regular Bad

The taste of the foods

offered (breakfasts, meals,
drinks and desserts on the
menu).

Excellent Very good Good Regular Bad

The presentation of the

foods offered (breakfasts,
meals, drinks and desserts
on the menu).

Excellent Very good Good Regular Bad

Customer service.

8. Based on your experience, please mark the aspects that should improve
cleanliness in the new DICEA cafeteria.
 1) _____ Floor
2) _____ The tables
3) _____ The shelves
4) _____ The Windows
5) _____I think the cleaning is very good

9. According to your experience, please mark the products, which should improve the
variety in the new DICEA cafeteria.
1) _____ Foods
2) _____ Beverages (coffees, teas, juices and bottled products)
3) _____ Desserts
4) _____I think the variety is very good
10. Based on your experience, please mark the foods on the menu that should improve
the presentation in the new DICEA cafeteria.
1) _____ Foods
2) _____ Drinks (coffee, tea, juices, etc.)
3) _____ Desserts
4) _____I think the presentation of the food is very good
11. According to your experience on the menu of the new DICEA cafeteria, please
mark the products that should improve in flavor .
5) _____ Foods
6) _____ Beverages (coffee, tea, juices, etc.)
7) _____ Desserts
8) _____I think the taste of the food is very good

12. Regarding customer service , what aspects should be improved in the new
DICEA cafeteria, according to your experience?
1) _____The friendliness of the staff
2) _____ Speed of service
3) _____ Cleanliness of staff
4) _____I think the customer service is very good
 13. How do you rate the prices of the products in the new DICEA cafeteria with
respect to the quality of the service offered?
1) _____ Very expensive
2) _____ Expensive
3) _____ Moderately accessible
4) _____ Accessible
5) _____ Low
14. Taking into account the coffee they sell in the new DICEA cafeteria, what do you
think could be the appropriate price for a good coffee? _________
15. How advisable is it to buy at the new DICEA cafeteria?
1) _____ Extremely recommended
2) _____ Highly recommended
3) _____ Recommendable
4) _____ Not recommended
5) _____Not recommended at all

These are a little more personal questions, I hope you don't mind.

16. You currently belong to:

1) _____ Common trunk
2) _____ Degree
3) _____ Postgraduate
17. How old are you? __________

FOR YOUR TIME AND SUPPORT, THANK YOU VERY MUCH

ANNEX 3. SAMPLING FRAME
ANNEX 4. INFORMED CONSENT
ANNEX 5. INTERVIEWS
WITH STUDENTS
AND CONSUMERS

INTERVIEW NO. 1
A: Interviewer (Ariadna
Zambrano)
E1: Female interviewee
number 1

A: Hello, good afternoon, I will ask you some questions related to your perspective on the
new DICEA Cafeteria, in order to determine the general opinion that student clients have
about the quality of service in this establishment.
E1: Okay, go ahead.

A: Have you consumed anything in the DICEA cafeteria?

E1: Yes, I have been to the cafeteria several times since it opened and I have bought
some products.
A: How important to you is the service this coffee shop offers?
E1: I consider that it is important in the first place because it is very close to the DICEA
halls, in addition to the fact that it is an establishment that has very high hygiene
parameters, compared to the street stalls that are in the university, the price and the
quality of the food is quite affordable.

A: And how would you describe the service offered by the establishment's staff?
E1: The presentation of the staff is very good but I think it could improve a lot, especially in
terms of service, sometimes they take a little longer than they should to serve you and
serve you the products. Plus some other times more than one staff is having the same
table when they could split up and learn two tables at the same time.

A: Okay, so what feelings does consuming in this establishment make you feel?
E1: I say that what this establishment offers me is security, the main thing I think is to be
sure that the food they are offering you is of good quality, that is, that the raw materials
come from establishments that have the necessary hygiene. . In addition, I believe that
they are responsible establishments and in case there is any inconvenience or complaint
from the consumer, I believe that they would assist you very well and clarify all your
doubts.

A: So compared to the other cafeterias and eating places on campus, how do you rate the
new DICEA cafeteria?
E1: On a scale of 1 to 10 I would give the DICEA cafeteria an 8 or a 7.5, not because of
the bad service and but because they do not have a great variety of products compared to
the high school cafeteria which is also very close. , and also because since it just entered
the market, I think many of us would prefer the high school cafeteria because of how old it
is, you get used to the places you have already visited. But from the experiences I have
had with the DICEA cafeteria I consider it to be good, but in my opinion I would prefer the
one at the high school.

A: And at that point, what products would you add to the DICEA cafeteria?
E1: I would opt more for tacos, quesadillas, something more traditional, more Mexican,
typical food, at mealtimes and lunches. I don't know, make packages to take away and
consume inside the classroom, because you can't be having classes and... well you can,
but you shouldn't go to the cafeteria and sit there to have breakfast, so I would opt more
for packages that are not very expensive but are rich, accessible, varied.

A: Finally, what aspects do you consider the most urgent to improve in this cafeteria?
E1: I think that in my opinion they should improve the place as such, well the structure,
because the cafeteria is very nice in terms of structure but in terms of decorations they
don't give you much in that feeling of warmth of saying "I'm going to go to the cafeteria." ",
it doesn't catch your attention, I feel like it lacks a little more color, a little more decoration,
something else that can catch your attention and make you feel comfortable to have
breakfast, to be with your friends, I think that's what Mainly, the other thing that I would
think they should take into account is regarding the prices they charge because there are
some things that you say “I wouldn't pay this amount for something so simple.” And the
other thing would be the staff, I think that these three aspects should be taken into account
a lot because I feel that it is a little deficient.

A: Thank you, that would be all.

E1: You're welcome, take care of yourself.

INTERVIEW NO.2
A: Interviewer 2 (Evelyn Yulisa Urieta Aquino)
E2: male interviewee number 2

A: Good afternoon, we will ask you some questions related to your perspective on the
DICEA cafeteria, in order to determine the general opinion that the students have about
the quality of the service in this establishment, because to begin this interview, have you
consumed food in the DICEA cafeteria?
E2: yes, I constantly consume in the DICEA cafeteria

A: The next question is, how important is the service offered by the DICEA cafeteria to
you?
E2: very important, that generally saves us time, because sometimes when we want to
consume a different product from those sold at the shop where we buy coffee, sometimes
we have to go to the high school cafeteria or some other place and have the cafeteria
nearby It saves us time, so I think it's very important.

A: Now, how would you describe the service offered by the establishment's staff?
E2: I think it is a good service, they are friendly, they are attentive and they are prompt.

A: The next question would be: What do you think of the prices established in the
cafeteria?
E2: I think they are a little higher than they should be, but not enough to make them
unattainable.

A: What products would you add to this business?

E2: well, I'm not aware of how much, of the variety of products they have, generally when I
buy there it's a quick breakfast or a coffee or... I don't know, bread or cookies, so, in my
personal vision I wouldn't add anything, because I usually find what I'm looking for

A: Now, what sensations does consuming in this establishment provoke in you?

E2: it is pleasant, in addition to what I already mentioned about the prices, the place is
nice, well designed, and you can eat right there, the tables are nice, so it is a pleasant
place to eat food.

A: Then, in comparison with the other cafeterias at the university and surrounding the
university, how would you rate the DICEA cafeteria?
E2: Well, I don't know the cafeterias in all the divisions or the cafeterias around the
university, but of those that I do know, I would say that DICEA's is in a very good place; if I
had to limp it, it would be in second place.

A: Finally, what aspects do you consider to be the most urgent to improve in this cafeteria?
E2: perhaps its prices but I would also add, this… the… I don't know what to call it, the
aspect of… advertising, not advertising, of attracting new customers, it is a good place, it is
nice to eat, it has at least personally what I'm looking for, but not many people approach it,
perhaps they don't find it attractive or find it unnecessary, perhaps I personally consider
that the most urgent aspect is that it should be made more attractive to a more general
public, not only focused on DICEA students

A: Thank you very much for your time.

E2: you're welcome

INTERVIEW NO.3
To: interviewer (Virgilio Hernández Alcantar)
E3: male interviewee number 3

A: Hello Armando, good afternoon, I hope you are well, I would like to know if you could
help me answer some questions related to your perspective on the DICEA Cafeteria, this
in order to determine the general opinion that customers have about the quality of service
in this establishment.
E3: Hello. Good afternoon. Yes of course, with pleasure!

A: Okay. Have you consumed in the DICEA cafeteria?

E3: Yes, on some occasions .

A: How important is the service offered by the DICEA cafeteria to you?

E3: For me it is honestly not very important, since we already had a good cafeteria service.

A: How would you describe the service offered by the DICEA cafeteria staff?
E3: It seems somewhat lacking, in my opinion it could be better.

A: What do you think of the prices established in the DICEA Cafeteria?

E3: They seem accessible to me, yes there are some things that are somewhat high in
price, but in general most of them have a good price.

A: What products would you add to this business?

E3: I think there is a lack of a great variety of coffees, since by its very name “cafeteria”
should be understood, as well as desserts.

A: What sensations does consuming in this establishment provoke in you?

E3: the sensation is good, warm, and of good hygiene. It is a clean looking place.

A: Compared to the other cafeterias at the university, how would you rate the DICEA
cafeteria?
E3: I think it is one of the best the University has.

A: What aspects do you consider to be the most urgent to improve in this cafeteria?
E3: They should conduct a survey of the DICEA population, to see what products we want
them to offer, in my opinion the only thing missing is an improvement to the menu.

A: Well Armando that would be all. Thank you very much for contributing to the completion
of this study and for giving us a little of your time. Be well, see you later! .

INTERVIEW NO. 4
A: interviewer (Fernando Vergara Hernández)
E4: female interviewee number 4.

A: Hello Jazmin, good afternoon, I hope you are well, I would like to know if you could help
me answer some questions related to your perspective on the DICEA Cafeteria, this in
order to determine the general opinion that customers have about the quality of service in
this establishment.

E4: Hello. Good afternoon. Yes of course, with pleasure!

A: Okay. Have you consumed in the DICEA cafeteria?

E4: Yes.

A: How important is the service offered by the DICEA cafeteria to you?

E4: I think it is very important for us during the course periods, maybe we are going to
have breakfast or after our classes, then we are going to eat, so it is something important
for the students.

A: How would you describe the service offered by the DICEA cafeteria staff?
E4: Well, it is a kind treatment.

A: What do you think of the prices established in the DICEA Cafeteria?

E4: I think they are high compared to those in the cafeteria of the other departments. I
think that the prices of the other cafeterias are more affordable than those of our
department.

A: What products would you add to this business?

E4: Well, I think the cafeteria has the essentials, but maybe I would add more variety of
food to the menu.

A: What sensations does consuming in this establishment provoke in you?

E4: None
A: Compared to the other cafeterias at the university, how would you rate the DICEA
cafeteria?
E4: Well, I could give it a 5 or 6 because I actually think that even the lady who stands next
to the stairs is better than our own cafeteria.

A: What aspects do you consider to be the most urgent to improve in this cafeteria?
E4: Well, the menu heard several comments where some students said that the food was
more for the workers, the rest for the academics and all that and not so much for the
students, so I think that maybe they could be in the cafeteria. Well, they could sell things
that we like, but maybe they already have competition with the lady on the stairs who is
already several years old and well, we buy from her and she has the things that we are
already used to consuming.

A: Well Jazmín that would be all. Thank you very much for contributing to the completion
of this study and for giving us a little of your time. Be well, see you later!