The goal of the survey
To analyse the consumer perception concerning Angelina Paris, a survey as been made. The goal of this survey is to gather valuable insights and feedback from customers regarding their experiences, opinions, and attitudes towards the brand. To achieve these goals effectively, it is essential to design a well-structured survey with clear, unbiased questions and a representative sample of Angelina Paris customers. The results of the survey can inform strategic decisions, marketing campaigns, and ongoing efforts to enhance customer satisfaction and loyalty.
About the target audience, we decided to ask the general public by asking persons doing the tea store’s queue. The goal was to ask general public already interested by the brand. As the survey was conducted while people were waiting to enter the store, we only asked 5 specific questions so as not to disturb them for too long:
- Which words do you associate with Angelina Paris?
- Why do you choose this brand? Why did you buy your purchase right now? For what occasion?
- How did you know about Angelina Paris?
- Do you consider Angelina Paris as affordable? Is the price fair for this quality?
- For you, is it part of routine or special unique experience?
The survey was carried out on Friday, November 3, 2023. 12 people between 25 and 54 years old were surveyed. There were 8 woman and 4 man. 10 of them are foreigners, most of them from China and England. Regarding their social status, 4 people work in finance, 3 in marketing, 2 in commerce, 2 in the medical industry and 1 is a student.
Angelina’s words cloud
Concerning the first question “Which words do you associate with Angelina Paris?”, 10 words have been said by the 12 interviewees that you can see in the words cloud. The size of the words depends on the number of persons who said the word. More the word is big, more persons said it.
The main words that came up in the mind of the customers are: “luxury”, “quality” and “hot chocolate” (9 out of 12 persons have quoted one of these words). These 3 words are the pillars upon which an unforgettable experience is built concerning Angelina Paris according to the interviewees. Consumers have so some exigences about the quality of the service and the food that offers the brand because Angelina Paris is known as a premium brand. The word “luxury” is quite logical when we are aware of the high quality of the products and of the expertise of the employees. As Angelina Paris is known for is iconic hot chocolate and that most of the customers come to the store to test it, this word came up to their minds pretty quickly. Other words have been quoted as “tea room” and “Mont Blanc” (7 out of 12 persons have quoted on of these words). These two words are again characteristics that represent the brand. “Parisian café”, “elegance”, “sweet” and “french patisserie” have been quoted by 4 people out of 12. These words are more precise but still represent well Angelina Paris. The word that has been quoted by only one of the interviewees is “premium patisserie”.
This is the essence of Angelina Paris, where every visit is a journey into the world of exceptional indulgence, a place where the most cherished culinary memories are created and where each visit is a celebration of life’s sweetest moments.
Photo source: Adèle Vazeille credits
The motivations of consumers
To understand better the motivations and the reasons that push the customer to go in Angelina Paris, I asked 4 questions:
- Why do you choose Angelina Paris?
- Why do you buy your purchase right now?
- For what occasion?
For the first question “Why do you choose Angelina Paris?“, most of the interviewees (8 out of 12) said that they chose this tearoom thanks to its reputation for the Mont Blanc dessert and the iconic hot chocolat. The rich history of Angelina Paris is also a motive for customers, 2 of the interviewees explained that they came here because is the 100th anniversary of the brand. The last reason that was given by 2 persons is that they wanted to test and see for real the ambiance and the famous decor of the tearoom.
Then, for the question “Why do you buy your purchase right now?”, 6 out of 12 interviewees said that it is been a while that they wanted to test it and this day was the occasion. 3 of them expressed that because of the cold weather, it was the perfect moment to go in this luxurious tearoom. 2 of the interviewees said that they live near Angelina Paris and that they have time to go there. The last person explained that she wanted to treat herself to a special indulgence.
Finally, the last question “For what occasion?”, most of the interviewed persons (10 out of 12) purchased in Angelina Paris for a special occasion like birthdays, anniversary celebration, date, wedding… The last 2 persons purchased for casual reasons.
The discovery of Angelina Paris
For the question “How did you know about Angelina Paris?”, the answers were quite various. 4 interviewees know about the brand thanks to a travel document while they were planning their trip in Paris. 4 others by social medias, specially Instagram in which Angelina Paris has an account. Then, 3 persons by word of mouth (family, friends, colleagues). For the last interviewee, it was thnks to a travel blog that Angelina Paris was recommended.
The quality-price ration in the consumers eyes
Then, the question “Do you consider this brand as affordable” has been asked. 10 of the interviewees said that the brand was expensive regarding their personal budgets. But 9 of them agreed on the fact that the high prices are justified by the high quality of Angelina Paris products or that it is a worthwhile indulgence. Just one person considers that it’s overpriced for what they offer. The other 2 interviewed persons consider the brand affordable for the level of luxury and experience it offers or for special occasions.
Angelina Paris, an unique experience?
The last question of my survey was “For you it is part of routine or special unique experience”. The 12 people questioned agreed that tasting pastries at Angelina Paris is a special experience that is not part of their routine, for a number of reasons.
Firstly, for the high prices and high-end expertise that make their visits infrequent, and secondly, for the reasons for their visits, which are occasional rather than routine, as mentioned in the paragraphs above.
