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Introduction
Introduction
For Nine Lives Cat Café, university students are key consumers due to their unique availability . An active student body could serve to support the business, as routine customers are likely further away and can only visit on weekends. While visiting the café, they could study, socialize, or de-stress by spending time with the cats. For these reasons, this recommendation report primarily details ways in which Nine Lives Cat Cafe could potentially obtain patrons from IU Indianapolis, Purdue Indianapolis, and the surrounding campuses.
Methodology
Methodology
To gather relevant information to address the Nine Lives Cat Café's problems, both primary and secondary research were conducted. Secondary research was done by finding sources on online databases. Primary research was done in the form of an interview with the owner of the Nine Lives Cat Café, and a survey with questions that gave insights about the café's problems and potential solutions.
Secondary Research
Our team started by conducting secondary research using databases such as EBSCO and Google Scholar. Each member of the team found credible sources that applied to some aspect of Nine Lives Cat Café or the cafés problem. The credibility of the sources was verified by ensuring the sources were published within the last 15 years and by looking into the authors' credentials. The information from the sources was put into five categories, and each team member wrote a section of the literature review about their assigned subtopic.
Anwar Hassan wrote about pet adoption.
Vy Nguyen wrote about using social media for marketing.
Jarin Parton wrote about marketing tactics excluding social media.
Maggie Hoppel wrote about animal cafés and tourism.
Valarie Wong wrote about ways to improve business other than marketing.
Primary Research
On April 9, 2025, four members of our team had a Zoom interview with the owner of the Nine Lives Cat Café, Kelley Niiyama. In this interview, we gained a deeper understanding of the café's problem of low patronage by university students during the weekdays, what the café has previously tried to solve the issue, and how the problem affects the café. Using the information gained from both our secondary research and interview, we devised questions that pertained to our subtopics and the problem Mrs. Niiyama discussed with us. Because the café's problem is specific to university students, the survey was only given to this demographic. The questions were also tailored with the audience in mind. Thirty-four responses from university students were recorded. The survey results are discussed in the literature review in this report.
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