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A MARKETING RESEARCH ONPERCEPTION OF THE UNIVERSITY
STUDENTS ABOUT FAST-FOODRESTAURANTS
Executive Summary
Fast-food industry is rapidly growing, although it causes undernourishment.
Demand for fast-food is increasing which results in perfect competition. This
competition leads to change and variation. Fast-food industry is trying to find ways of
attracting more customers.
In our research, we aim to determine the leading factors which affect fast-food
consumption of the university students who are the most important consumer groups
in fast-food industry. As young managers, we dont have enough information about
preferences of unviersity students and fast-food market. In order to gain insight,
firstly, we will conduct a exploratory research. Then, while extending our research,
descriptive research will be more useful to get further information. The questionnaires
are going to be used in order to gather data from respondents. We are searching for
significant statistical differences between factors determining our key variable fast-
food consumption.
To begin with; in order to determine factors, the previous literature in the area
needs to be reviewed and brain-storming should take place.
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Table of Contents
List of Tables 4
Introduction 5
o Background Information
o Managerial Decision Problem
o Marketing Research Problem
Methodology 6
Findings 17
Conclusions and Implications 22
References 23
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List of Tables
Chart Page
1. Factors Influencing MSU College Students' Choice of a Fast-food Restaurant 5
Table Page
1. Allocation of the Respondents according to their Sex 17
2. Allocation of the Respondents according to their Ages 17
3. Allocation of the Respondents according to their Monthly Budgets 17
4. Allocation of the Respondents according to their Monthly Fast-Food Consumption 18
5. Allocation of Respondents Preferences according to Location of Consuming Fast-food
18
6. Allocation of the Respondents according to their Spending on Meals in a Month 19
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7. Allocation of the Respondent according to their Spending on Fast-Food in a Month 19
8. Perspective of Living without Fast-food 20
9. Means and Standard Deviations of Factors which Affect the Fast-Food Consumptionof the University Students
20-21
INTRODUCTION
Background Material
According to a previous research College
Students and Fast Food-How Students Perceive
Restaurant Brandsby Bonnie J. Knuttson, the most
important
factors that shaped the university students attitudes
are cleanliness, friendliness and price. Interestingly,
the driving force for 69 percent of these students was
how clean the restaurant is. In order to avoid food-borne ilnesses, students are
progressively more aware of and concerned about the safety of the good they
consume, including, of course the cleanliness with which it is prepared. Cleanliness
was folllowed closely by friendliness (67.5 percent) and the price (67 percent).
University students are pressured to earn top grades, they interact more with
technology and less with people. Therefore, a friendly restaurant is an interactive
place for them. Because most college students have
limited budgets, they would naturally be concerned about price of everything.
CHART IFactors Influencing MSU College Students'
Choice of a Fast-food Restaurant (N=200)Factor Influence
Cleanliness 69,00%
Friendliness 67,50%
Price 67,00%
Speed 61,50%
Consistency in menu items 60,00%
Menu variety 59,50%
Location 59,00%
Combination meals 43,50%
Discount coupons 43,00%
Atmosphere 40,00%
Drive-through 38,00%
Promotional menu items 32,00%
Add-on coupons 25,50%
The percentage shown represents thecombination of responses ranked "4" and"5" on a Likert-type scale where 1 = no
influence and 5 = great influence
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Managerial decision problem:
What should be done to increase fast-food consumption of university students?
Marketing research problem:
To determine university students preferences and purchase intentions for the fast-
food.
METHODOLOGY
We want to conduct explotary research to gain insides for developing and
approach to our problem, to clarify concepts and generate measurement items and to
increase our familarity with the problem.
Firstly, we begin wtih a focus group interview because this method is a very
popular form of explotary research. We will bring 10 people together in a room to sit
and talk about their fast-food consumption habits. Our group should consists of
homogenous respondents in order to minimize conflicts. It should be homogenous in
terms of demographic and socioeconomic characteristics. In order to provide this
condition, we choose our respondents from the same university namely Boazii
University and having approximately same budget limitations. Students who have
already participated in numerous focus groups should not be included to avoid
serious validity problems. Research should be conducted in a relaxed and informal
atmosphere which will last from 1 hour. We choose to record on audiocasettes rather
than videotapes in terms of the fact that facial expressions and body movements are
not so important for our study and it is costly. The moderator plays a key role in the
success of a focus group because moderate style may contribute to respondent bias.
We choose most observational and interpersonal person in our team.
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Focus Group Discussion for Fast-food Consumption
Preamble(5 minutes)
Thanks and welcome
Nature of a focus group
May ask obvious questions-humor me.
There are no right or wrong answers-all about finding out what people think.
Audio recording (no video!)
Colleagues viewing
Help self to refreshments
Going to be talking about fast-food consumption
Questions or concerns?
Intros&Warm-up (3 minutes)
First name
Best thing about consuming fast food
Worst thing about consuming fast food
Food Market (5 minutes)
When you have your meal, what kind of food do you prefer?
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Lets start with the things you always like to eat?
FLIPCHART
What are the thing you often like to eat?
FLIPCHART
How many times do you prefer to eat outside in a week?
Fast-Food Consumption (10 minutes)
How many times do you typically consume fast-food in a week?
What are the some of the most common types of fast-food you consume?
BRIEFLY EXPLORE
If the fast-food restaurants were closed, what difference would that make to
your life?
BRIEFLY EXPLORE
Past Fast-Food Consumption Experience (20 minutes)
First, how you actually went about the process of choosing to consume fast-
food and second any criteria you had for the fast-food itself
Past Fast-Food Selection Criteria
Tell me what you actually looked for in a fast-food.
EXPLORE
Consumption of Fast-Food Characteristics
Thinking now about fast-food characteristics, Id like to start by a making a list
of all the fast-food characteristics you can think of- anything fast-food contains,
any characteristics you want to change etc
Well talk in a minute about which characteristics of fast-food you actually like.
FLIPCHART
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Which characteristics of fast-food are indispensible for you?
Why?
EXPLORE
Desired Characteristics (3 minutes)
Are there any characteristics your favorite fast-food doesnt have but you wish
that it did?
EXPLORE
Closing Exercise (10 minutes)
Finally, Id like your creativity for a few minutes- to come up with ideas
Dont worry about whether its a good idea or bad idea.
The only word Im going to ban is free!
Thank to respondents and close the session.
Following the group discussion, we obtain some comments and findings.
However the number of participants is small, we are not going to report frequencies
and percentages in our focus group summary.
Through this interview, we get information about advantages and disadvantages
of consuming fast-food, frequencies of preferences, the most common type of fast-
food consumed, criteria effecting fast-food consumption selection and desired
characteristics of focus group which is selected from Boazii University students.
Due to this results, we have a general idea about university students attitudes
towards fast-food consumption. However, focus group results are not representative
of the general population and are not projectable. Consequently, focus group results
should not be the sole basis for decision making. We have obtained new ideas and
thoughts quickly and cost effectively, however this study is not adequate for reaching
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pretreatment measure is taken on each group. Only the experimental group is
exposed to the treatment, but posttest measures are taken on both groups.
EG: R O1 X 02
CG: R O3 O4
Two similar university students groups are selected. Fast-food consumption in
both groups are observed. Then, in first group the price of the mostly consumed
menu is decreased and in second gruop no treatment was implemented. Finally, both
groups are observed again. After treatment, we expect that in the first group there will
be an increase in fast-food consumption since the prices decreased. However, in
control group, we do not expect any significant change.
We need data and this data can be primary or secondary. Primary data is
preferred by the researcher, because it addresses the specific purpose. There are
two ways of collecting data; communication and observation. In our research, we
choose communication method. It involves questioning the university students. They
know the answer and hopefully remember the answer. It is easy to respond to
questions about fast-food consumption. We think that students will be willing to
reveal the answer. Our communication method is undisguised and structured,
because we dont need open ended questions or if we tell our purpose to
respondents, it is not a sensitive issue. Our method of administration is mall-intercept
personal interview where respondents are intercepted while they are shopping in
malls and brought to test facilities in the malls. Advantage of this administration is
cost efficiency for interviewer. For instance, we will go to malls which are located
near the university campuses and in the food court we will start our interview by
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asking whether they are university student or not. After this question, we make our
questionnaire which consists mostly of Likert Scales. These are the best way of to
measure attitudes and entities that have a strength dimension. We pay attention to
consistency in wording.
Through all these methods focus groups, casual research, mall-intercept personal
interviews- we have some basic information about prefences of university students
on fast-food consumption. So, it is time to design a questionnaire formally to solve
our managerial problem.
Randomly sampling 5000 students from Boazii University, we applied our
questionnaire in classes.
Questionnaire for Fast-Food Consumption of University Students:
1. Are you male?____ female?____
2. How old are you?
19 and less than19____
Between 20 and 22____
23 and more than 23____
3. What is your approximate monthly budget?
0-199 TL____
200-299 TL____
300- 399 TL____
400+ TL____
4. How many times do you consume fast-food in a month?
0-4____
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5-8____
9+____
Stronglydisagree Disagree
Neitheragreenor
disagree AgreeStrongly
agree
5. Advertising plays a significant role in my
fast-food consumption.
6. I pay attention to caloric values of fast-food.
7. The quality of provided good is important forme.
8. The cleanliness of restaurant is importantfor me.
9. I prefer restaurants always providing samequality of standards.
10. The warmth of the fast-food is important for
me.
11. The meals should be served quickly andtimely.
12. I pay attention that services are providedas they promised.
13. Variety of the menus influences my choice.
14. The prices should be suitable for mybudget.
15. Services should be provided in a diligent
manner.16. I prefer fast-food restaurants nearly locatedto the campus.
17. The friendly atmosphere of the fast-foodrestaurant is important for me
18. I generally choose modernly designed fast-food restaurants.
19. Brand image affects my choicesignificantly.
20. I prefer to choose restaurant which has
customers similar to me.
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28. Can you think of a life without fast-food?
Absolutely____
Yes____
Indifferent____
No____
Never____
While designing our questionnaire, we have avoided sensitive topics which are
embarrassing and threatening, and not asked unless absolutely necessary questions.
We have obtained basic information first followed by classification. We prefered
Likert scales which are the best way to meausure attitudes and entities that have a
strength dimension. We have used simple words and avoided ambiguous words and
leading questions. We used funnel approach which is going from general to specific
in questions. Logical order of question 26,27 and 28 is an example for this approach.
Namely general questions should precede the specific questions.
After finishing our questionnaire design, we need to pretest it in order to identify and
eliminate potential problems. Then, our questionnaire is ready to be conducted.
In our study, while we were taking from 5000 students from Boazii
University, we made sampling. Our goal was to select a sample that represents the
population to which we seek to make generalizations. At first, we have determined
relevant population, namely university students. Our parameter to be estimated is
percentage of university students income spent on fast-food consumption. Our
subset of the population, namely sample is 5000 students from Boazii University.
Our statistic is percentage of 5000 students from Boazii University income spent
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on fast-food consumption. We first conducted one of the nonprobability sampling
techniques, namely judgmental sampling. We selected Boazii University students
because they are expected to serve our research purpose. We believe that they are
representative of the larger population and they can offer the information needed.
Since there are students coming from many different regions of Turkey, we assure
that our sample is representative.
We will now apply one form of probability sampling techniques because in
probability sampling each population element has known, nonzero chance of being
included in the sample. It is useful for our study because we can statistically assess
level of sampling error and make inferences about the population- and not just the
specific sample. We select 5000 students from all Boazii University students by
simple random sampling. In this technique, each population element has a known
and equal chance of being included in the sample and sample is drawn randomly via
random number table. The reasons we choose this method are its being easily
understood and its results projectable to the entire population. We have decided to a
larger sample size such a 5000 in order to decrease random error, increase
statistical power, decrease importance of outliers and increase representativeness,
namely minimazing systematic errors.
All this process of sampling process, we are aware of the fact that we make
sampling errors. Since our research does not contain sensitive issues, we expect a
high response rate that means response errors are almost eliminated. People
respond, remember the answer and understand the question appropriately.
Nonresponse error such as refusals or not-at-homes are eliminated through applying
questionnaires in classes. Random error is simply random. For one respondent it
moves in one direction, for another in the opposite direction. We use a relatively large
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sample therefore we minimized random error. Increasing sample sizes moves
sample mean to population mean.
Findings:
Table 1. Allocation of the Respondents according to their Sex
Table 2. Allocation of the Respondents according to their Ages
Age groups Number Percentage
19 and less than 19 X A
20-22 Y B
23 and more than 23 5000-(X+Y) 100-(A+B)
Sex Number Percentage
Female X A
Male 5000-X 100-A
Total 5000 100
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Total 5000 100
Table 3. Allocation of the Respondents according to their Monthly Budgets
Monthly Budget Number Percentage
0-199 TL X A
200-299 TL Y B
300-399 TL Z C
400+ TL 5000-(X+Y+Z) 100-(A+B+C)
Total 5000 100
Table 4. Allocation of the Respondents according to their Monthly Fast-Food
Consumption
Monthly Fast-Food Consumption Number Percentage
0- 4 X A
5-8 Y B
9+ 5000-(X+Y) 100-(A+B)
Total 5000 100
Table 5. Allocation of Respondents Preferences according to Location of
Consuming Fast-food
Location of Consuming Fast-food Number Percentage
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Near the campus X A
Malls Y B
Widespread fast-food restaurant Z C
Ordering through internet W D
Ordering through phone 5000-(X+Y+Z+W) 100-(A+B+C+D)
Total 5000 100
Table 6. Allocation of the Respondents according to their Spending on Meals
in a Month
Spending on Meals Number Percentage
0%-20% X A
20%-50% Y B
50%70% Z C
70%-90% W D
90%-100% 5000-(X+Y+Z+W) 100-(A+B+C+D)
Total 5000 100
Table 7. Allocation of the Respondent according to their Spending on Fast-
Food in a Month
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Spending on Fast-Food Number Percentage
0%-20% X A
20%-50% Y B
50%70% Z C
70%-90% W D
90%-100% 5000-(X+Y+Z+W) 100-(A+B+C+D)
Total 5000 100
Table 8. Perspective of Living without Fast-food
Perspective of Living without Fast-food Number Percentage
Absolutely X A
Yes Y B
Indifferent Z C
No W D
Never 5000-(X+Y+Z+W) 100-(A+B+C+D)
Total 5000 100
Table 9. Means and Standard Deviations of Factors which Affect the Fast-Food
Consumption of the University Students
n MeanStandardDeviation
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Advertising plays a significant role in my fast-foodconsumption.
I pay attention to caloric values of fast-food.
The quality of provided good is important for me.
The cleanliness of restaurant is important for me.
I prefer restaurants always providing same qualityof standards.
The warmth of the fast-food is important for me.
The meals should be served quickly and timely.
I pay attention that services are provided as theypromised.
Variety of the menus influences my choice.
The prices should be suitable for my budget.
Services should be provided in a diligent manner.
I prefer fast-food restaurants nearly located to thecampus.
The friendly atmosphere of the fast-food restaurant
is important for me
I generally choose modernly designed fast-foodrestaurants.
Brand image affects my choice significantly.
I prefer to choose restaurant which has customerssimilar to me.
Parking capacity should be adequate.
Promotional menu items affect my choice.
Combination of the meals is important in mydecision.
Discount coupons lead to an increase in myconsumption.
First column (n) will denote the number of people who has responded to each
of Likert scale items. Second column is mean, which is out of 5. Because we have a
scale consisting of 5 choices. The third columns denotes standard deviation, which is
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a measure of the variability or dispersion of a population. In case of standard
deviation is low, the data points tend to be very close to the mean. We hope that
standard deviation is low, so our sampling will provide successful results. In addition
to this, if mean value is greater than 4, factors we have chosen are significantly
affecting fast-food consumption.
Conclusions and Implications
Firstly, we began wtih a focus group to gain insight about the fast-food
consumption of university students. After that, we have studied causality between
price, cleanliness, location and advertising and fast-food consumption of our
population. When we take all the things into consideration, we decided to implement
field experiment, type of pretest-posttest control group design. As managers, we pay
more attention to external validity. Besides, we were able to minimize extraneous
variables. Face-to-face communication will yield unbiased, reliable and accurate
results so we used mall-intercept communication method.
When designing our questionnaire, we use structured and undisguised form.
Likert scales are the fundemantal tools of our questionnaire. We tried to use simple
words, avoid ambigious leading questions and we pay attention to arrange our
questions in a logical order. Sensitive issues are out of topic in our research.
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We needed to sample in order to find respondents for our questionnaire. Since
we have to make inferences about population, we select a sample of 5000 Boazii
University students. Firstly, we decided to have our sample from Bogazici University
by judgmental sampling.(Non-probability). Then, we created our sample of 5000 by
simple random sampling. As managers, we know that simple random sampling is
difficult to construct sampling frame and it is expensive, however, it is easily
understood and results are projectible.
Based on the questionnaire findings, we aim to create quantitative data regarding
our research and we determined the most important factors affecting fast-food
consumption.
References
http://cqx.sagepub.com/cgi/content/abstract/41/3/68
Malhotra, Naresh K. Marketing Research. New Jersey: Pearson Education,
2007.
Levine, Stephan, Krehbiel, Berenson. Statistics for Managers. New Jersey:
Pearson Education, 2008.
http://media.www.ndsmcobserver.com/media/storage/paper660/news/2004/09
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