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Focus Group

Customer satisfaction toward Birth control pill

10 August 2009

Starbucks Coffee at Saladang

This document a focus group conducted to explore the factor affected customer satisfaction in women toward Birth control pills.

Characteristics of Participants

4 Individuals, women, within the range of ages between 21-35 years old and using Birth Control pills (Boe, Amm, Mod, Dao) participated in the focus group conducted at the Starbuck coffee Saladang on Friday, August 7th, from 6 Pm. until 7 Pm. The group included four women. Ages were 25, 24, 23, 27, and three of the participants were single and having boyfriends and other one is single and having girlfriend (lesbian). Three-individuals had a Bachelor degree, another 1 have a Master degree. Two are working full time, one is studying and the other one is unemployed.

Focus Group Protocol

The focus group covered Perceived Value, Customer-to-Customer Relationship Closeness, Infrastructure and the effects of these factors toward the satisfaction of Birth control pills.

At first we attempt to build harmony in the focus group by introducing ourselves and the purpose of the talk.

“We’re students at Assumption University and conduct this focus group for research for a class. Thank you for coming, we’re grateful that you all came here to be part of our talk. This discussion is confidential; we won’t be associating your names with what you say here. This means I would like everyone to use first names only today. We’re recording the discussion so that we will be able to remember what we hear. There are no rights or wrong answers. I’m not planning on doing most of the talking. I do want to make sure that we cover a number of topics in a limited amount of time, so I’ll try to keep things moving. There is no need to raise hands. Speak right up. But please respect others when they are talking. Before we begin I want to emphasize that all of you are the experts here today. The reason we are here today is to better understand what you have to say about Birth control pills. We want to hear what you think”

Then let the group members introduce themselves and tell a little about themselves. When using this method, we can see that it can “break the ice” between every member in the focus group. And then overview of the Birth control pill and the first question.

Perceived Value

What purpose did you use Birth control pill for?

To prevent the unplanned pregnancy because when they have boyfriends, sometimes their men don’t wear condom and even though they wear sometimes they scare that the condom will break. One of the participant said “I enjoy it better when not using a condom”. One said her boyfriend don’t like to wear condom, said that it not feel good like bear skin.

We discover that women (in our focus group) start using the birth control pills (the normal one) around the age of 21. Therefore the emergency birth control pills, we found out that they start to use at the age around 18 when they still in high school or just start the bachelors and also mention that their lover is the one who bought the emergency birth control pills for them at that time.

The frequency of using the monthly birth control pills is constant when they having a relationship with men. One said that she when she have a boyfriend that she haven’t have sex with, she will hasn’t take it but whenever they start to begin to have sex that was the time she will buy and constantly use it. They stop using it constantly whenever they don’t have a boyfriend. Sometimes they use it hoping that their pimples will go always.

When one of the participant start to mention about the emergency pills call postinor, said that she already took it for 4 times in her life already even though she heard other said that women suppose to take that kind of pills more than 2 times in the lifetime. Two of them said they ever used emergency pills more than 2 times. One of them never used it.

How did you feel about the result?

Diane and Yasmin were the favorite brand.  One of them said “These brands are their favorite among the third sex so she thinks it might be good quality “  and the other two said they heard of this brand a lot from friends and the advertising.

The participants think that they pleased with the result because they not pregnant yet but two complain that she gained weight when she use the birth control pills. One said “ I felt hungry all the time when I using birth control pills”

One said she get slimmer when she use birth control pills.

One of the participant said that she don’t like when she use the birth control pills and she had the lightly bleeding.

The participants think and that they birth control pills will help and control their pimples too.

Two of them concern about the freckle because they heard that people can get freckle when they use birth control pills. One of them had freckle after use the birth control pills for a while but still using it.

From the information above, we can conclude that the perceived values of the birth control pill in the direct way and they also appreciate in the indirect benefit and it will affect the repurchase intention. Because the participant will choose the brand of the birth control pill depend on the value they perceive in that brand.

Customer-to-Customer Relationship Closeness

Who is the most influence you to use birth control pill AND why?

All participants say that their friends is the most influence them to use birth control pill and also influence them toward choosing which brand of birth control pill. The type of friend that influence them is their women friends that have been using the birth control pills before and they not ask their third sex friends for advice that much because they can’t get pregnant anyway. They only ask them for the brand that has positive indirect benefit. The brand they use is mostly Diane.

One of them also said that she will search it on Google. One said she look it up in the panthip website discussion board. They also looking for the information and how to use it from the internet too because they said it’s easy to find and having a lot of information too. One of them said that one thing she think its important information to her is what to do when you forget to take the pill. Whether should take 2 pill the other day or what? All of them always concern that they will forget to take a pills someday and get pregnant.

Infrastructure

How do you feel about the convenience of buying Birth control pill?

All of the participant feel that Birth control pill is very convenience to buy for example drugstore, Watson, Boot, supermarkets and hypermarket etc. If they want it at night, they can go to 7 eleven.

One of the participant said “I used to shy to buy Birth control pills but now people start to buy it to get clear skin so I can use that excuse to buy”.

All participants feel shy when they go buy the birth control pills from somewhere for the first times.

One of them said “One time I buy the pills at the drugstore near my boyfriend house; I pretended to ask the pharmacist that which brand will help me reduce the pimple”.

Two of participants said they don’t shy when they buy birth controls pills because they think they look old enough to have sex and buy the pills.

Did the convenience or inconvenience effect your decision of repurchasing Birth control pill?

They felt this inconvenience wouldn’t make a difference in their choice of repurchasing it. “I will try to buy it any way”.

One of them said “If it hard to find I will use condom or tell my boyfriend to pull out”.

Customer Satisfaction

What do you think is the first factor you consider when   repurchase Birth control pill?

Perceive Value of the birth control pill were the most important to the groups in selecting and repurchasing it. Again and again, they made comments such as “As long as it not make me pregnant and get fat” were a phrase repeated often. If they think that the birth control pill is really can prevent pregnancy and in the mean time haven’t no or less side effect, they will repurchase it. But if not, they will switch to other brand.

Cost was also important to these participants, but not as important as value of the birth control pill for example they will be happy to buy the brand with less side effect even though have to pay higher price.

They said the same think like “If it expensive, that mean it’s a good brand”.

One said “As long as it not giving me the freckle, I also willing to pay the high price”.

One said “She don’t concern about the side effect that much as long as it can prevent pregnancy”.

The instrument in this study consists of three parts of questionnaires. The first part measured the respondent’s behavior. This part also includes usage rate of respondent, the distribution channel that reach to respondent and the brand in mind of respondent.  Determinant-choice question and ranking question was used to measure the items.

The second part measured the independent variables assumed to affect the customer satisfaction of product. In this part divided in 3 sections. First section measured the Perceived value factor. Second section measured the Customer to Customer Relationship closeness and the last section measured Infrastructure factor. Multi-items were used to measure each. A five-point Likert scale from strongly disagree to strongly agree was used to measure the items.

The third part contained five questions relating to Demographic data about the respondent. Information on gender, age, education, personal income and occupation were collected.

The instrument in this study consists of three parts of questionnaires. The first part measured the respondent’s behavior includes usage rate of respondent, the distribution channel that reach to respondent

The second part measured the independent variables assumed to affect the customer satisfaction . In this part divided in 3 sections. First section measured the Perceived value factor. Second section measured the Customer to Customer Relationship closeness and the last section measured Infrastructure factor. Multi-items were used to measure each. A five-point Likert scale from strongly disagree to strongly agree was used to measure the items.

The third part contained five questions relating to Demographic data about the respondent. Information on gender, age, education, personal income and occupation were collected.

In a sample of 1,200 employees, 20% of them plan to retire early.  What should be the proportion of all employees who want to retire early based on the confidence level of 95%?

One hundred successful women at supervisory level are sampled.  We find the mean age of the sample is 37.5 years with S.D. of 12 years.  What should be the average age of all successful women in the whole industry with the confidence level of 95% for the estimation?

is divided into Estimating Population Mean and Estimating Population Proportion

Estimating Population Parameter: to conclude about characteristics of population from the results of sample, it needs to specify “confidence level” of estimation

Inferential Analysis – Estimating Population Parameter is divided into Estimating Population Mean and Estimating Population Proportion

Estimating Population Parameter: to conclude about characteristics of population from the results of sample, it needs to specify “confidence level” of estimation

-       Multiple Linear Regression à to test whether one variable (dependent variable) can be explained or predicted or influenced by the other variables (independent variables).  Ex. to find if Purchase Intention can be predicted by Brand, Price, Product, or Promotion.

-       Factor Analysis à to group multi-items into different factors or constructs or to reduce a set of items or data into a smaller numbers of factors.  Ex. to reduce from 20 Service Quality Perceptions into 4 factors of service quality.

-       Discriminant Analysis à to test whether a set of independent variables can differentiate a dependent variable into sub-groups (the number of sub-groups is known prior by researchers).  Ex. to find which of the six Strategy Factors can predict or differentiate “less” and “more’ successful organizations (two types or groups of organizations).

-       Cluster Analysis à to test whether a set of variables can be clustered into sub-groups (the number of sub-groups is unknown prior by researchers).

Test of Difference and Test of Association/Relationship

-       Independent Samples T Test à to test whether there is a difference in “perception” (or quantitative data) between two independent groups of people.  Ex.  Comparing “brand loyalty” between male and female. à different groups of people

-       Paired Samples T Test à to test whether there is a difference in “perception” between two paired groups of people.  Ex. Comparing “brand loyalty” between before seeing ad. and after seeing ad. à same people but under different occasions – before and after.

-       One-way ANOVA à to test whether there is a difference in “perception” between more than two groups of people.  Ex. Comparing “brand loyalty” between three age groups of people (less than 20, 20-30, more than 30).

-        Pearson Correlation à to test whether there is a relationship or association between two variables (quantitative data).

-        Bivariate Regression à to test whether one variable can be explained or influenced by the other variable (quantitative data).

-       Chi-square Test of Independence à to test whether there is a relationship between two variables in cross tabulations (qualitative data).

-       One Sample T Test à to test whether the level of “perception” (e.g. satisfaction, brand loyalty, etc.) is significantly high.   (quantitative data)

-       Chi-square Goodness of Fit à to test whether there is a difference in preference, attitude or behavior among people.  (qualitative data)

Qualitative data = nominal and ordinal data (e.g. place to buy, frequency of buying)

Quantitative data = interval and ratio data (e.g. brand perception, sales volume)