research about fast food outlets

8/11/2019 Research About Fast Food Outlets

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An Analysis of Consumer Attitudes Towards FastFood Restaurants

Roman Mura


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1.3.1 #easons of $uccess .........................................................................................1%

1.3.2 &conomic #ecession .......................................................................................1%1.4 Customers ..............................................................................................................1'

1.4.1 Customer (oalt ...........................................................................................1'

1.4.2 #easons for &atin" in Fast Food .....................................................................1'

1.% Fast Food in the C)ech #epu*lic ...........................................................................1+

1.%.1 C)ech Customer ..............................................................................................1+

1.%.2 Fast Food Mar,et in the C)ech #epu*lic .......................................................2-2 MARKETING RESEARCH ......................................................................................25

2.1 Mar,etin" #esearch rocess ..................................................................................2%

2.2 /uestionnaire .........................................................................................................2'

2.2.1 /uestionnaire Desi"n .....................................................................................2'

2.2.2 Contact Methods .............................................................................................20

3 PORTERS FIVE FORCES ANALYSIS ................................................................. 30

II ANALYSIS ...................................................................................................................... 32

4 RESEARCH METHODOLOGY ..............................................................................33

4.1 orter s Five Forces nalsis ................................................................................ 334.2 Mar,etin" #esearch ...............................................................................................33

4.2.1 *ectives of the #esearch .............................................................................34

4 2 2 # h D i34
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%.1 #ivalr amon" &5istin" Competitors 3'%.2 Threat of &ntr 4-%.3 Threat of $u*stitution 4-%.4 6ar"ainin" ower of 6uers 41%.% 6ar"ainin" ower of $uppliers 41%. $ummar of the orter s Five Forces nalsis 42

6 ANALYSIS OF UESTIONNAIRE SURVEY 43

.1 Identification /uestions 43.2 Fast Food ttendance 4.3 #espondents &5penditures on /$#s per 7isit 4+.4 #espondents8 $atisfaction with $uppl of /$#s Tpes in pava 40.% &sta*lishment of a New Fast Food #estaurant in pava #e"ion 40. #espondents Towards (ate Ni"ht Fast Food #estaurants %3

.' $ummar of /uestionnaire $urve #esults %47 PROPOSED RECOMENDATIONS 56

'.1 &sta*lishment of a New Fast Food #estaurant in pava #e"ion %'.2 Mar,etin" $trate" %

CONCLUSION 5!

"I"LIOGRAPHY 60

LIST OF A""REVIATIONS 62
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food mar,et and customers. c:uired information serve as a foundation for a research

which is e5ecuted in the practical part. $imilarl the mar,etin" research and orter s

analsis provide us with theoretical ,nowled"e necessar for a practical application of the

research.

The practical part of the thesis uses means of orter s Five Forces nalsis to

anal)e pava re"ion fast food mar,et and its competitive intensit. The results serve as a

source of information for the su*se:uent mar,etin" research and final recommendations.n the other hand the mar,etin" research carried out * means of :uestionnaire surve

e5plores customer s point of view and its main o*ective is to find out whether there is

customer demand for a new Fast Food restaurant in pava re"ion. 6esides the main

o*ective9 it aims to determine a fast food restaurant tpe and fast food *rand to *e

esta*lished. Furthermore9 it should determine a favora*le location for a new restaurant

from the customer s viewpoint.

The results of *oth the :uestionnaire surve and orter analsis are used in the final

recommendations to a possi*le *usiness plan for the esta*lishment of a new fast food

restaurant in pava re"ion.

T"U #$ %&'$( F)*+&,- / H+)$#,# 11


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T"U #$ %&'$( F)*+&,- / H+)$#,# 12

1 FAST FOOD

1.1 D/#$#,#$ / , F), F

Definition of the fast food and su*se:uentl fast food restaurant is essential for further

analsis of the topic. ccordin" to Cam*rid"e Dictionaries nline the fast food is defined

as ;hot food such as a *ur"er that is :uic, to coo, or is alread coo,ed and is therefore

served ver :uic,l in a restaurant


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and then ate it on the place or later on. The first utomat shop in hiladelphia soon

developed into chain spreadin" all around the E$. !olden a"e of the concept occurredT"U #$ %&'$( F)*+&,- / H+)$#,# 13

*etween 102-s 103-. =The Development of Fast Food ;The compan used the term

ta,e@out and made the concept popular usin" the slo"an (ess wor, for Mother.< =ri"ins

of Fast Food in the E$

1.2.2 N8 *$*,

The fro)en food was introduced in 102-s with its pioneer Clarence 6irdsee who invented

a fro)en fish. t that time also a drive@in restaurant concept started *ecause more people

owned and could afford a car. (ater on the drive@in restaurants started to push out the

utomats especiall in after the $econd Jorld Jar9 when more people had access to thecars and this eatin" ha*it *ecame fashiona*le. =The Development of Fast Food =ri"ins of

Fast Food in the E$ In 10%4 a new concept * $wanson Compan called T7 Dinner

was introduced and *ecame ver popular. The $wanson Compan sold over 1- units in the

first ear. =The Development of Fast Food


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McDonald s. ther /$#s e5isted even *efore McDonald s9 namel Carls Br.9 FC and

Bac, in the 6o5 *ut the chan"ed their techni:ues and adopted $peedee $ervice $stemafter its immediate success. =The Listor of Fast Food

T"U #$ %&'$( F)*+&,- / H+)$#,# 14

1.2.4 C+$, T$ #$ F), F I$+,-

Fast food industr faces si"nificant medial and e5pert criticism supported * countlesssurves for unhealth9 hi"h@fat and salt food. e fast food chains are trin" to respond

with nutrition information on the pac,a"e and at least some health options. $ome of them

are even offerin" wholesome products made from unprocessed and natural in"redients.

=Development of the Fast Food

Furthermore fast food industr developed three *asic attitudes towards the healthfood issue to ma,e the food more attractive for demandin" customers.

First of them could *e la*eled as ;Functional Fast Food


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service restaurant e5penditures. The proportion of awa@from@home food e5penditures on

fast food increased from 20.3 to 34.2 percent *etween 10+2 and 100'9 while the restaurantproportion decreased from 41 to 3%.' percent =Clauson.< =Causes and Conse:uences of

Fast Food $ales !rowth

T"U #$ %&'$( F)*+&,- / H+)$#,# 15

In 2--1 ;fast food outlets alread outnum*er traditional restaurants in &urope9 and the fast

food industr continues to "ain at the e5pense of top@ran"e restaurants9 stea, houses and

other traditional caterin" channels @@ especiall outside the Enited in"dom.< =&uropean

Fast Food utlets on the Fast Trac,

1.3.1 R)$ / S+**

$uccess of fast food restaurants is caused * two *asic factors which are closelconnected> convenience and mar,etin" strate".

Convenience of fast food is crucial for customer thus the fast foods offer :uic,l

prepared food9 which can *e ta,en home or even ta,en strai"ht to the car * drive throu"h9

without a need to "o into the premises. =Jh Fast Foods re $o $uccessful ;eople want


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with a minimum of capital.< =Oour Dictionar online9 s.v. ;franchise??*usiness.ourdictionar.com?franchise Aaccessed Banuar 229 2-11

1.3.2 E*$#* R*#$

ccordin" to data of &uromonitor International ; "lo*al recession failed to stop rapid

"rowth in 2--09 with the "lo*al fast food sector now a nearl E$P%-- *illion industr9

T"U #$ %&'$( F)*+&,- / H+)$#,# 16

second onl to full@service restaurants in terms of sales.; =!lo*al Fast Food> Chartin" the

Course in a ost@#ecession Jorld9 &uromonitor International

In fact9 the cuts in the consumers spendin" which caused downturn in man food

mar,ets led the costumers to su*stitute more e5pensive full@service restaurants * fast

foods. Nevertheless9 no sector was spared and even the fast food operators in to somee5tend felt the impact of the crisis. (ower disposa*le customer income and hi"her

unemploment rate have led the customers for more visits of the fast food restaurants *ut

raised a competition for customer share throu"hout the mar,et. $ome restaurants were

forced to underta,e the price@cuttin" measures. 6ut there is need to sa that an overall


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Fi"ure 2. !lo*al Fast Food !rowth utstrips ther $ectors

Source: !lo*al Fast Food> Chartin" the Course in a ost@#ecession Jorld9

&uromonitorInternational

T"U #$ %&'$( F)*+&,- / H+)$#,# 17

1.4 C+,

customer is defined as ; an entit that receives or consumes products ="oods or

services and has the a*ilit to choose *etween different products and suppliers. +-.1Q3. I li,e the taste of fast food> 0.2Q

4. There ine5pensive> 3.Q

5. Im too *us to coo,> %3.2Q

6. Its a ;treat< for mself> %-.1Q

7. I dont li,e to prepare foods mself> 44.3Q

8. M friends?famil li,e them> 41.+QT"U #$ %&'$( F)*+&,- / H+)$#,# 1!

9. It is a wa of sociali)in" with friends and famil> 33.1Q

10. The have man nutritious foods to offer> 2-.Q

11. There fun and entertainin"> 11.'Q< =Top 11 #easons for Fast Food opularit

1.5 F), F #$ , C:* R+;*

1.5.1 C:* C+,

Information provided in a customer section are dedicated to the C)ech customers onl and


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statistics information the C)ech customer is one of the most loal customers in &urope

with fre:uenc of visits 4 times per month. =ravdovR 2--9 1%

For *etter understandin" of customer position towards the fast food restaurants there

will *e stated pros and cons of the C)ech McDonald s customers towards the fast food

restaurants accordin" the case stud of Mar,Sta ravdovR. In the ta*le 2. ou can see

am*ivalence of the customer opinions.

T"U #$ %&'$( F)*+&,- / H+)$#,# 11) There must *e an ade:uate time to conduct the mar,etin" research which

su*se:uentl results in aid in decision ma,in". This e5cludes so called immediate

decisions.

2) Compan does not have enou"h information for a final decision. Moreover there


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This statement delineates the tpe of information that should *e collected andprovides a framewor, for the scope of the stud.< =[i,mund 2--39 %+

2. Research design is ;the sta"e in which the researcher determines a framewor, for

research plan of action * selectin" a *asic research method1 S+- is the most common method which uses a :uestionnaire for

"atherin" primar data from a sample of people. #espondents are

as,ed personall9 * the internet mail or telephone.

2 E>#$, is *ased on investi"ation of relationships amon" one or

more varia*les under controlled conditions. Esuall it o*serveschan"es of one varia*le9 while modifin" one or two others to test

the hpothesis. There are two tpes of e5periments thus la*orator

e5periment and terrain e5periment.

3 S*$)- ),) are used for causal9 descriptive and e5plorator

research studies. There are often used for forecasts of various


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T"U #$ %&'$( F)*+&,- / H+)$#,# 27

5. Data processing and analysis is ;the sta"e in which the researcher performs

several interrelated procedures to convert the data into a format that will answer

mana"ement s :uestions< =[i,mund 2--39 4 Data processin" consists of editin"

and codin". &ditin" process corrects error and pro*lems within the "athered data

*efore codin". Codin" is ;the process of assi"nin" a numerical score or other

character sm*ol to previousl edited data< =[i,mund 2--39 %-- Finall an

analsis is performed after the data processin". nalsis can *e simpl defined as

process of summari)in" and determinin" consistent patterns of raw data.

6. Conclusion and report stage is ;the sta"e in which the researcher interprets

information and draws conclusions to *e communicated to decision ma,ers


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assured when onl information needed for solvin" the research pro*lem and o*ectives is

"ained. /uestionnaire should *e relevant *oth demo"raphicall and pscho"raphicall.

T"U #$ %&'$( F)*+&,- / H+)$#,# 2!

The accurac is important to o*tain precise9 relia*le and valid information. /uestions

should *e simple9 understanda*le9 un*iased9 unam*i"uous and non@irritatin" to achieve the

accurac. =[i,mund 2--39 3%@3

2.2.1.2 "uestions Phrasing

Open-ended response question and fied-alternative question are two *asic tpes of

:uestion phrasin". The two tpes of :uestions differ in amount of freedom in respondent s

answer. pen@ended response :uestion ;poses some pro*lem and as,s the respondent to

answer in his or her own words


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nother important term is an order *ias. The order *ias can influence the results of

the surve and it is caused * ;the influence of earlier :uestion in a :uestionnaire or * ananswer s position in a set of answers< =[i,mund 2--39 3'+ Thus it is advisa*le to use

T"U #$ %&'$( F)*+&,- / H+)$#,# 247%

?ur"er e"= ,am@ur"er': hi$'> 6%,ealth nouri'hment e"= ?a!er

??www.all*usiness.com?mar,etin"?mar,et@research?'%--00@

1.html =accessed Banuar 229 2-11.

&uromonitor International. http>??www.portal.euromonitor.com?portal?default.asp5=accessed Banuar 23 @ Fe*ruar %9 2-11

FamousJh.com. The Listor of Fast Food.

http>??articles.famouswh.com?thehistoroffastfood? =accessed Banuar 2-9 2-11.

Fast Food Nation. Development of Fast Food Jhat are the Trends

http>??www.fastfoodnation.co.u,?developments@fast@food@what@[email protected] =accessed Banuar 229 2-11.

Fast Food Nation. ri"ins of Fast Food in the E$.

http>??www.fastfoodnation.co.u,?ori"ins@fast@[email protected] =accessed Banuar

2-9 2-11.
http://www.portal.euromonitor.com/portal/default.aspxhttp://www.portal.euromonitor.com/portal/default.aspx


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ol1 =accessed Banuar 229 2-11.

Mar,etin"ower. Food Favorites> Consumers #emain (oal to 6rands. merican Mar,etin"ssociation. http>??www.mar,etin"power.com?#esource(i*rar?a"es?Mar,etin"

Q2-Matters?Mar,

etin"MattersNewsletter.-.24.2--+?FastFoodFavoritesConsumers#emain(oalto6ran

ds.asp5 =accessed Banuar 239 2-11

Mind Tools. orter s Five Forces> ssessin" the 6alance of ower in 6usiness

$ituation. http>??www.mindtools.com?pa"es?article?newTMC-+.htm =accessed

Fe*ruar 19 2-11

Mone Instructor. $ales and Mar,etin"> Jh Fast Foods re $o $uccessful.

http>??www.moneinstructor.com?art?fastfoodmar,et.asp =accessed Banuar 229 2-11.

atera9 Ban. es,U trh fast food eVtW nenX nascenU. Mar,etin"YMedia.

http>??mam.ihned.c)?c1@2-0'+- =accessed Banuar 2%9 2-11

T"U #$ %&'$( F)*+&,- / H+)$#,# 62

LIST OF A""REVIATIONS
http://www.marketingpower.com/ResourceLibrary/Pages/Marketing%20Matters/MarketingMattersNewsletter.06.24.2008/FastFoodFavoritesConsumersRemainLoyaltoBrands.aspxhttp://www.marketingpower.com/ResourceLibrary/Pages/Marketing%20Matters/MarketingMattersNewsletter.06.24.2008/FastFoodFavoritesConsumersRemainLoyaltoBrands.aspxhttp://www.marketingpower.com/ResourceLibrary/Pages/Marketing%20Matters/MarketingMattersNewsletter.06.24.2008/FastFoodFavoritesConsumersRemainLoyaltoBrands.aspxhttp://www.marketingpower.com/ResourceLibrary/Pages/Marketing%20Matters/MarketingMattersNewsletter.06.24.2008/FastFoodFavoritesConsumersRemainLoyaltoBrands.aspxhttp://www.marketingpower.com/ResourceLibrary/Pages/Marketing%20Matters/MarketingMattersNewsletter.06.24.2008/FastFoodFavoritesConsumersRemainLoyaltoBrands.aspxhttp://www.marketingpower.com/ResourceLibrary/Pages/Marketing%20Matters/MarketingMattersNewsletter.06.24.2008/FastFoodFavoritesConsumersRemainLoyaltoBrands.aspxhttp://www.mindtools.com/pages/article/newTMC_08.htmhttp://www.moneyinstructor.com/art/fastfoodmarket.asphttp://mam.ihned.cz/c1-26097860http://www.marketingpower.com/ResourceLibrary/Pages/Marketing%20Matters/MarketingMattersNewsletter.06.24.2008/FastFoodFavoritesConsumersRemainLoyaltoBrands.aspxhttp://www.marketingpower.com/ResourceLibrary/Pages/Marketing%20Matters/MarketingMattersNewsletter.06.24.2008/FastFoodFavoritesConsumersRemainLoyaltoBrands.aspxhttp://www.marketingpower.com/ResourceLibrary/Pages/Marketing%20Matters/MarketingMattersNewsletter.06.24.2008/FastFoodFavoritesConsumersRemainLoyaltoBrands.aspxhttp://www.marketingpower.com/ResourceLibrary/Pages/Marketing%20Matters/MarketingMattersNewsletter.06.24.2008/FastFoodFavoritesConsumersRemainLoyaltoBrands.aspxhttp://www.marketingpower.com/ResourceLibrary/Pages/Marketing%20Matters/MarketingMattersNewsletter.06.24.2008/FastFoodFavoritesConsumersRemainLoyaltoBrands.aspxhttp://www.marketingpower.com/ResourceLibrary/Pages/Marketing%20Matters/MarketingMattersNewsletter.06.24.2008/FastFoodFavoritesConsumersRemainLoyaltoBrands.aspxhttp://www.mindtools.com/pages/article/newTMC_08.htmhttp://www.moneyinstructor.com/art/fastfoodmarket.asphttp://www.moneyinstructor.com/art/fastfoodmarket.asphttp://mam.ihned.cz/c1-26097860http://mam.ihned.cz/c1-26097860


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T"U #$ %&'$( F)*+&,- / H+)$#,# 64

LIST OF FIGURESFi"ure 1. Fast Food owers Throu"h the #ecession 1

Fi"ure 2. !lo*al Fast Food !rowth utstrips ther $ectors 1

Fi"ure 3. Forces Drivin" Industr Competition 3-

Fi"ure 4. "e Distri*ution of #espondents 43

Fi"ure %. !ender of #espondets 44Fi"ure . #espondents with?without children 4%

Fi"ure '. ccupation of #espondents 4%

Fi"ure +. Do ou attend fast food restaurants 4

Fi"ure 0. #easons for non attendance 4'

Fi"ure 1-. Fre:uenc of visits 4'Fi"ure 11. #espondents8 &5penditures on /$#s 4+

Fi"ure 12. #espondents $atisfaction with /$#s in pava #e"ion 40

Fi"ure 13. #espondents towards &sta*lishment of a /$# in pava %-

Fi"ure 14. #espondents towards Tpes of /$#s which (ac, in pava %-

Fi"ure 1% Jhich of the followin" fast food chains would ou vistit in pava %1
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APPENDI P I UESTIONNAIRE

Do*rU den9sem student vso,S V,ol a rRd *ch 7Rs po_Rdal o vplnWnX tohoto ,rRt,Sho anonmnXhodota)nX,u9 ,terU e souZRstX mS *a,alR^s,S prRce a )a*UvR se postoi )R,a)nX,b ,restauracXm rchlSho o*ZerstvenX =Fast Food v pavW a o,olX. 7plnWnXm tohoto dota)nX,u

pîspWete na ),valitnWnX a ro)VXênX slu_e* v tSto o*lasti. %&,( prosXm9 - +:$+ : +$J* $,' a tu:)=+=+,9 dW,ui.

1) NavVtWvuete restaurace rchlSho o*ZerstvenX =Fast Food1) no2) Ne @ roZ tto restaurace nenavVtWvuete =po )odpovW)enX pêdWte , otR)ce Z.

1-1) Ni_VX ,valita Xdla2) 7so,R cena3) NedostateZnR na*Xd,a4) me)enS pohodlX

2) Ba, Zasto navVtWvuete restaurace rchlSho o*ZerstvenX1) 45 tUdnW a vXce2) 35 tUdnW3) 25 tUdnW4) 15 tUdnW5) 2@35 mWsXZnW


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5) i))a

6) es,R ,uchnW7) terU ) uvedenUch etW)cb rchlSho o*ZerstvenX *ste v pavW navVtWvovali

1) 6ur"er in"2) $u*was3) Joo, Food4) FC5) 6a"eterie 6oulevard

8) Evete prosXm9 do ,terS ZRsti mWsta *ste novou restauraci umXstili>1) Centrum2) aufland3) Tesco4) !lo*us5) l*ert Lpermar,et

9) 7u_XvRte slu_* noZnXch restauracX rchlSho o*ZerstvenX1) no Ba, Zasto tto slu_* vu_XvRte

1) 25 tUdnW a vXce2) 15 tUdnW3) 2@35 mWsXZnW4) 15 mWsXZnW a mSnW

2) Ne


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APPENDI P II TA"LES OF SEGMENTATION OF UESTIONNAIRE RESULTS

Ta*le 4. !roup se"mentation Fast Food ttendance9 #espondents &5penditures on /$#s per 7isit

Groups of respondents

'opic %uestion Answer -en,o)e

n'eenage

rs.oungAdults

Fa)ilies withChildren

o ou attend DSE'

&e' 80% 81% 81% 83% 53%

No 20% 19% 19% 17% 47%

Eea'on' *or nonattendane

Attendance

(o)er *oodualit 43% 83% 64% 75% 56%

,i"h $rie 43% 6% 23% 25% 24%.nadeuate

'eletion 7% 0% 5% 0% 9%(imitedon/eniene 7% 11% 9% 0% 11%

Freuen o* i'it'

Food

4 $er )ee! and

Fast more 0% 0% 0% 0% 0%

3 $er )ee! 4% 1% 2% 5% 0%

2 $er )ee! 20% 9% 12% 18% 0%

1 $er )ee! 18% 14% 15% 20% 8%

2-3 $er month 34% 36% 32% 40% 31%

1 $er month ;le'' 25% 40% 40% 18% 61%

Ee'$ondent'G H$enditure' on DSE$eri'it

20-40C 34% 51% 50% 30% 5%

40-80C 34% 33% 30% 40% 16%

80-120C 23% 9% 14% 20% 38%


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120-160C 5% 5% 6% 5% 20%

160 C ; more 4% 1% 1% 5% 21%

Source: uthor


60/63

Ta*le %. !roup se"mentation #espondents $atisfaction with $uppl of /$#s Tpes in pava


'opi

c %uestion Answer -en

,o)e

n

'eenage

rs

.oung

Adults

Fa)ilies with

ChildrenEe'$ondent'I Sati'*ation )ithSu$$l o*

RespondentsSatisfaction DSE'J B$e' in K$a/a

er 'ati'ed 0% 5% 2% 18% 7%

Sati'ed 38% 35% 38% 30% 43%/era"el'ati'ed 46% 51% 50% 45% 51%

i''ati'ed 11% 8% 11% 5% 0%

er di''ati'ed 5% 1% 0% 3% 0%

Source: uthor


61/63


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auand 5% 8% 9% 0% 0%

Alo@u' 9% 0% 6% 0% 20%l@ert,$ermar!et 2% 4% 3% 4% 3%

Source: uthor


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Ta*le '. !roup se"mentation @ #espondents Towards (ate Ni"ht Fast Food #estaurants


'opi

c %uestion Answer -en

,o)e

n

'eenage

rs

.oung

Adults

Fa)ilies with

Children

Late

o ou u'e the 'er/ie' o* the lateni"htre'taurant'

&e' 55% 60% 51% 75% 38%RespondentsTowardsNightSR

1 $er month ; le'' 39% 62% 54% 50% 87%

No 45% 40% 50% 25% 62%Freuen o* i'it'

2 $er )ee! ;more 0% 0% 0% 0% 0%

1 $er )ee! 29% 11% 13% 30% 9%

2-3 $er month 32% 28% 33% 20% 4%

Source: uthor

research about fast food outlets

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