survey on consumer preferences towards fast food chains in rahim yar khan
TRANSCRIPT
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5/17/2013 Survey ReportAssessing the consumer preference
towards fast food chains in Rahim yar
khan
Group No 6BBA 4TH SEMESTER
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Table of contents1. Executive summary
Introduction to topic Understanding key words
o Consumer preferenceo Fast foodo Rahim yar khan
2. Objective of study
3. Research design
4. Primary data source
Research instrument5. Analysis
6. Results
7. Conclusion
8. Suggestion
9. Limitation of research
10. Appendix
Comparison of fast food restaurant11. Bibliography
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Executive summary
Introduction to topicThe topic assessing the consumer preference towards fast food chain in
Rahim yar khan covers the study of some variables which affect the
consumer interest regarding the fast food chain.
Understanding key wordsIt is very necessary to clearly understand the meanings of the important
terms used in the survey. The survey based on tree keywords.
Consumer preference
This is the measure of consumer interest (priority level) about the
purchase decision of a product or service due to different attributesassociated with it.
Fast food
Highly processed restaurant foods that are prepared quickly or are
available on demand.
Rahim yar khan
Rahim yar khan is emerging as the centre of the educational and tradeactivities of the region. It is connected to rest of the country through
rail road and air traffic. Rahim yar khan has the area of 8 sq miles with
the population of 340000 (estimated 2009).
Rahim yar khan has a rich culture and traditions. Socially Rahim yar khan
is stratified into upper lower middle upper, middle lower and lower upper
classes. 65% people living in Rahim yar khan has the occupation of
agriculture. While others are associated with the industries or operate
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their own business. Major industries include fertilizer, cotton processing
textile units, flour mills, and sugar and oil mills.
With the establishment of a SZMC, IUB campus and some private sector
institutions Rahim yar khan became the center for higher education. A large
number of students have moved here for higher studies. This factor has
increased the consumer market of Rahim yar khan and provides new
opportunities of business.
Objective of study
Evaluate the customer preference towards fast foods Analyze the trend of fast food in Rahim yar khan Evaluate the people perception towards fast food Evaluate the factors influencing the growth of fast food chains in the
region
Evaluate the core competencies of fast food chainsResearch design
The study is basically an exploratory research to give an insight into the
factors which influence the consumer interest to a fast food chain. The
data is gathered by primary data collection method through custom design
questionnaire.
Primary data source
Research instrumentThe data for the survey is collected through a custom design questionnaire.
The questionnaire is divided into two sections. The first section of the
questionnaire is about general information of the respondents. Second
section focuses on general demographic and psychographic factors which mayhave an effect on consumer interest and preferences. A total of 65
respondents took part in this study. The questionnaire is given below
ISLAMIA UNIVERSITY OF BAHAWALPUR
RAHIM YAR KHAN CAMPUS
Questionnaire
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Assessing the customerspreference about fast food in
Rahim Yar khanWe are the students of management sciences in Islamia University of Bahawalpur, Rahim Yar khan
campus. In order to analyze the customers interest and behavior regarding the fast food chain in Rahim
Yar khan this questionnaire is design to collect the opinions of public. We need your worthy opinion to
complete this survey.
Please tick () where necessary. You may only choose one answer.
Gender:
Male Female
Age:
16-25 26-35 36-45 46-55 55+
Marital Status
Single Married
Describe your body type
Underweight Average Athletic slightly overweight Obese
Occupation
Student professional Businessman Housewife
1. How often are you "pressed for time?" I always have enough time I usually have enough time
I am usually pressed for time I never have enough time2. How often does time affect your decisions about what to eat? Never Sometimes, not often frequently, often All the time
3. How often you go out for a meal in a week 0 times 1-2 times 3-4 times 5 times or more
4. Number of times a week you go for fast food. 0 times 1-2 times 3-4 times 5 times or more
If you answered 1-2 times a weekanswer question 5.
5. Why do you eat fast food so often? dont have the time to cook Like the taste ConvenientCheap Other; Please state:_____________________________
6. If a fast food restaurant were closer to your home would you go out to eat there more? strongly agree Agree Neutral Disagree Strongly disagree
7. Reasons for choosing to eat at fast food. (You may select more than one from the following) Advertisement Enjoy the taste Lack of cooking skill
Limited time Cost / Price Variety of menu
Eat with friend / family
8. When do you typically eat at fast food restaurant?
http://www.perusingtheshelves.com/school/questionnaire-fast-food-and-how-it-affects-you/http://www.perusingtheshelves.com/school/questionnaire-fast-food-and-how-it-affects-you/http://www.perusingtheshelves.com/school/questionnaire-fast-food-and-how-it-affects-you/ -
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Breakfast Lunch Dinner Snack
9. What time of day do you eat fast food? before 11am Between 11am and 2pm
Between 2pm and 6pm Between 6pm and 10pm
10.If you have a favorite fast-food restaurant, which is it? Almaida Mr.Food Hussaini 2 Fast food
Hot chicks Other (please specify).___________11.Why do you prefer this restaurant?
Environment Food quality Food range
Food taste Service quality
12.What is your least favorite fast-food restaurant? Almaida Mr.Food Hussaini 2 Fast food
Hot chicks Other (please specify).___________
13.What do you usually eat/order at fast food restaurant? Burger Fries Pizza Fried chicken
Sandwich Ice cream Others (Please specify): ______________
14.What beverage do you usually order with fast food meal or snack? No drink Mineral water Carbonated soda Fruity juice
Carbonated diet soda Milk and shake Tea / coffee
others (Please specify): ______________
15. Are you satisfied with the price charged by fast foods restaurant? strongly agree Agree Neutral Disagree Strongly disagree
16.On average how much would you expect to pay for a fast food meal? Less than Rs.300 Rs. 300-500 More than Rs. 500
17.Do you enjoy eating at fast food restaurants? strongly agree Agree Neutral Disagree Strongly disagree
18.You go to eat at fast food restaurant because of (select more if applicable) Convenience Price Social enjoyment Quality of meals
19.Do you prefer Fast food as refreshment in a party or gathering strongly agree Agree Neutral Disagree Strongly disagree
20.What is the first thing that comes to your mind when you think of the word fast food? Please state ________________________________________
21.Does a Fast food price influence the selection of fast food? strongly agree Agree Neutral Disagree Strongly disagree
22.Taking fast food depends on the emotion. Emotion factors such as happy, sad, angry and stress. strongly agree Agree Neutral Disagree Strongly disagree
23.What is your opinion for fast food meals?Speedy Easy take away Hygienic Delicious Other; State:
24.Do you think there should be more fast food outlets in Rahim Yar khan strongly agree Agree Neutral Disagree Strongly disagree
25.Which do you think is healthier Homemade Conventional restaurants Fast food restaurants
26.Do you think fast food has gotten healthier?
http://www2.qsrmagazine.com/articles/features/116/consumer_charts/19.0http://www2.qsrmagazine.com/articles/features/116/consumer_charts/19.0http://www2.qsrmagazine.com/articles/features/116/consumer_charts/14.0http://www2.qsrmagazine.com/articles/features/116/consumer_charts/14.0http://www2.qsrmagazine.com/articles/features/116/consumer_charts/26.1http://www2.qsrmagazine.com/articles/features/116/consumer_charts/26.1http://www2.qsrmagazine.com/articles/features/116/consumer_charts/26.1http://www2.qsrmagazine.com/articles/features/116/consumer_charts/14.0http://www2.qsrmagazine.com/articles/features/116/consumer_charts/19.0 -
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strongly agree Agree Neutral Disagree Strongly disagree
27.You prefer to go to fast food with Family Friends Colleagues alone
28.Rate the meals Fare : Good: Excellent:
TypeQualities
Taste Range Texture Hygiene Quality
Home made
Restaurant
Fast food
Rate the Fast food restaurant
Fare : Good: Excellent:
RestaurantQualities
Food quality Food range Environment Food taste Service quality
Almaida
Hot chicks
Hussaini 2
Mr. Food
Thanks for giving us your worthy time and opinion.
Analysis
In order to analyse the collected data arranged and displayed through pie chart bar chart and
column chart.
Analysis
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55%
45%
Gender
Male
Female
69%
26%
5%
0%
Age
16-25
26-35
36-45
46-55
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6%
60%
14%
15%
5%
Body type
Under weight
average
athletic
over weight
obesses
78%
22%
Marital Status
Single
Married
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60%
33%
7%
0%
Profession
student
professionalbusinessman
house wife
9%
29%
29%
33%
How often are you pressed with time ?
always have time
usually have time
usually pressed with time
never have enough time
15%
43%
25%
17%
How often does time affect your decision
about what to eat ?
never
sometimes
frequently
all the time
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15%
49%
19%
17%
How often you go out for a meal
0 times
1-2 times
3-4 times
5 times or more
17%
61%
11%
11%
Number of times you go for fast food
0 times
1-2 times
3-4 times5 times or more
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11%
37%
28%
21%
3%
If a fast food resturant were closer to your
home would you go out to eat at more
strongly agree
agree
neutral
disagree
strongly disagree
2%
37%
18%
43%
when you go for fast food
breakfast
lunch
snack
dinner
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45%
6%6%
42%
1%
which one is your favourite fast food
restaurant
Almaida
Mr.Food
Hussaini 2
Hot chicks
other
35%
25%0%
28%
12%
why you prefer this restaurant
enviroment
food quality
food range
food taste
service quality
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28%
29%
15%
22%
6%
Which is your least favourite restaurant
Almaida
mr. Food
Hussaini 2
Hot chicks
other
27%
8%
45%
10%
3%7%
What do you usually order at fast food
restaurants
burger
fries
pizza
fried chicken
sandwitch
ice cream
other
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7%
8%
58%
15%
7%5%
which Beverage do you usually order with
fast food meal or snack
no drink
mineral water
carbonated soda
fruity juice
carbonated diet soda
milk and shake
3%
38%
32%
19%
8%
Are you satisfy with the price charged by fast
food restaurant
stongly agree
agree
neutral
disagree
strongly disagree
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51%
38%
11%
On average how much would you expect to
pay for a fast food meal?
less than 300
300-500
more than 500
11%
72%
12%
3%
2%
Do you enjoy eating a fast food restaurant
strongly agree
agree
neutral
disagree
strongly disagree
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12%
39%
23%
14%
12%
Do you prefer fast food as a refreshment in a
party or gathering
strongly agree
agree
neutral
disagree
strongly disagree
11%
58%
17%
9%
5%
Does a fast food price influence the selection
of fast food
strongly agree
agree
neutral
disagree
strongly disagree
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5%
60%
18%
11%
6%
taking fast foods depends upon the emotions
strongly agree
agree
neutral
disagree
strongly disagree
34%
31%
18%
12%
5%
do you think there should be more fast food
outlets in Rahim yar khan
strongly agree
agree
neutral
disagree
strongly disagree
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Statistical analysis
77%
11%
12%
which food do you think is healthier?
homemade
restaurants
fast food
0%
31%
37%
21%
11%
do you think fast food has gotten healthier ?
strongly agree
agree
neutral
disagree
strongly disagree
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0
2
4
6
8
10
12
14
16
male female
Gender
Gender to eating out
0
1-2 times
3-4 times
5 times or more
0
5
10
15
20
25
16-25 26-35 36-45
Age
Age to eating out
0 times
1-2 times
3-4 times
5 or more times
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0
5
10
15
20
25
single married
Marital status
Marital status to eating out
0 times
1-2 times
3-4 times
5or more times
0
5
10
15
20
25
student professional businessman
Occupation
Occupation to eating out
0 times
1-2 times
3-4 times5 or more times
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0
5
10
15
20
25
male female
Gender
Gender to fast food
0 times
1-2 times
3-4 times
5 or more times
0
5
10
15
20
25
30
16-25 26-35 36-45
Age
Age to fast food
0 times
1-2 times
3-4 times
5 times or more
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0
5
10
15
20
25
30
35
single married
Marital status
Marital status to fast food
0 times
1-2 times
3-4 times
5 times or more
0
5
10
15
20
25
30
student professional businessman
Occupation
Occupation to fast food
0 times
1-2 times
3-4 times
5 times or more
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0
2
4
6
8
10
12
14
16
18
male female
Gender
Gender to meal time
Breakfast
lunch
snack
dinner
0
5
10
15
20
25
breakfast lunch snack dinner
Meal time
Gender to meal time
16-25
26-35
36-45
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0
5
10
15
20
25
breakfast lunch snack dinner
Gender
Marital status to meal time
single
married
0
2
4
6
8
10
12
14
16
breakfast lunch snack dinner
Occupation
Occupation to meal time
student
professional
businessman
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0
2
4
6
8
10
12
14
16
breakfast lunch snack dinner
Meal time
Favourite restaurant to meal time
Almaida
Hussaini 2
Mr. Food
hot chicks
other
0
2
4
6
8
10
12
14
16
Almaida Mr.Food Hot chicks hussaini 2 other
Favourite fast food restaurant
Gender to Favourite fast food Restaurant
male
female
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0
5
10
15
20
25
Almaida Mr.Food Hot chicks hussaini 2 other
Favourite fast food restaurant
Age to Favourite fast food Restaurant
16-25
25-35
35-45
0
5
10
15
20
25
Almaida Mr.Food Hot chicks hussaini 2 other
Favourite fast food restaurant
Marital status to Favourite fast food
Restaurant
single
married
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0
2
4
6
8
10
12
14
16
18
Almaida Mr.Food Hot chicks hussaini 2 other
Occupation
Occupation to Favourite fast food Restaurant
student
professional
businessman
0
2
4
6
8
10
12
14
16
Burger Pizza fried
chicken
Fries sandwitch Ice cream
Favourite food
Gender to Favourite food
male
female
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0
5
10
15
20
25
Burger Pizza fried
chicken
Fries sandwitch Ice cream
Favourite food
Age to Favourite food
16-25
26-35
36-45
0
5
10
15
20
25
Burger Pizza fried
chicken
Fries sandwitch Ice cream
Favourite food
Marital status to Favourite food
single
married
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0
5
10
15
20
25
Burger Pizza fried
chicken
Fries sandwitch Ice cream
Favourite food
occupation to Favourite food
student
professional
businessman
0
5
10
15
20
25
favourite food
Carbonated soda to Favourite food
carbonated drink
non carbonated drink
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0
2
4
6
8
10
12
14
16
18
20
less than 300 300-500 more than 500
Purchase
Gender to average purchase
male
female
0
5
10
15
20
25
30
less than 300 300-500 more than 500
Purchase
Age to average purchase
16-25
26-35
36-45
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0
5
10
15
20
25
30
less than 300 300-500 more than 500
purchase
Marital status to average purchase
single
married
0
5
10
15
20
25
less than 300 300-500 more than 500
Purchase
Occupation to average purchase
student
professional
businessman
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0
2
4
6
8
10
12
14
16
less than 300 300-500 more than 500
Purchase
favourite restaurant to average purchase
Almaida
Hussaini 2
Mr.Food
Hot chicks
other
0
5
10
15
20
25
less than 300 300-500 more than 500
purchase
favourite food to average purchase
burger
fries
pizza
fried chicken
ice
sandwitch
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0 10 20 30 40 50 60
no time to cook
taste
convenient
price
advertisment
variety of menu
social enjoyment
quality of food
hygienic
factors affecting the customer preference
towards fast food
preference
0
0.5
1
1.5
2
2.5
3
taste range texture hygiene quality
Rating
Qualities
Rate the meal
homemade
restaurant
fast food
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Results
Eating oyt has been become a trend now. More people are going outin a week for a meal on any restaurant
Fast food is more prefered when going out for a meal. 81 %respondent said that they go to a fast food restaurant.
Dinner is the best time to visit a fast food restaurant as 43%prefered it while 37% like to do lunch there
There is a tough competition among the Almaida and Hot chicks toget the status of most favourite fast food restaurant
0
0.5
1
1.5
2
2.5
3
Food quality Food range Enviroment Food taste Service
quality
Ratin
g
Qualities
Rate the fast food restaurant
Almaida
Hot chicks
Mr.Food
Hussaini 2
0
2
4
6
8
10
12
14
16
less than 300 300-500 more than 500
Gender
Favourite restaurant to average purchase
Almaida
Hussaini 2
Mr.Food
Hot chicks
other
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Respondent said that their priority is to have a good enviromentand a delicious taste while chosing a fast food restaurant
Pizza is the best option prefered by 45% of respondent while 27%like to order burger at fast food restaurant
Carbonated soda is ordered by 58% of respondent showinng that itis prefered to have carbonated soda when eat at fast food
restaurant 51% respondent usually pays less than 300 while 38% pay Rs. 300-
500.
Price is an important factor as 58% respondent care about theprices when dinning at any fast food restaurant.dinning at fast
food restaurant is influenced by emotions as 60% are agrees to
have fast food due to emotions like happiness joyness etc.
Teen agers (16-25), single male, and students usually go 1-2 timesa week to a restaurant.
Fast food is more prefered to the teen agers, students, male andsingle person.
Male usually prefer to do a dinner at fast food restaurant. Hot chicks is the best option for lunch as 16 respondents prefer
it.
Almaida is more prefered among females while hot chicks isprefered by males.
Students prefer Hot chicks as a fast food restaurant. Burger and pizza are more favourite among the singles. Students show more interest to to order pizza as 20 among 41
respondent order pizza.
Customer likes to get carbonated soda with pizza. More females prefer to pay less than 300 where as more males are
willing to paymore than 500
28 Respondent are singles who pay less than 300 Respondent who pay less than 300 prefer to go to Hot chicks where
as who pay 300-500 show interest to dine at Almaida.
Fries is the best option to those who pay less than 300 Taste and convenience are the most important factors of preference
by consumer.
It is also revealed that homemade foods are much better thanrestaurant or fast food depending upon the factors of taste,
range, hygiene, texture and quality.
Hot chicks is more prefered by respondent depending upon thefactors of food quality, taste, range, enviromentand service.
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Conclusion
It conclude that fast food consumption is increasing day by day,
there are most of the student who go to fast food. Consumer
primarily prefers the taste and environment of fast food although
quality and hygiene are the second priority.
Suggestion
Consumer prefer the taste and environment of the restaurant with price
conscious attitude therefore the fast food restaurants can grow their
profit and market share through making mark able improvements.
As Rahim yar khan is rapidly developing it can provides a wide market for
fast food so there is an opportunity available for the international fast
food chains such as Mcdonalds and KFC.
Limitations of the Study
This study is exploratory and has some limitations due to somereason.
Small population size Non serious attitude of respondent Unequal distribution of demographic profile of respondent
Appendix
Comparison of fast food restaurantRahim yar khan is emerging as a developing city with immense increase in
education and trade activities. Many people are outsiders who are living
for their studies or job. Therefore the demand for fast food has also
increasing rapidly. Now there are four major fast food restaurants Almaida,
Hussaini 2, Mr.Food and hot chicks are operating here. The conducted survey
reveals some comparative facts about the fours that are displayed in the
graph. By critically analysin we found that inspite of the local
origination Hot chicks is leading in the restaurant rating followed by
Almaida.
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Sales graph showing that Almaida has more sales than the hot chicks but the
difference is very small. Restaurant to meal time chart showing that
consumers preferred hot chicks for lunch where as Almaida is preferred ondinner time.
0
0.5
1
1.5
2
2.5
3
Food quality Food range Enviroment Food taste Service
quality
Ratin
g
Qualities
Rate the fast food restaurant
Almaida
Hot chicks
Mr.Food
Hussaini 2
0
2
4
6
8
10
12
14
16
less than 300 300-500 more than 500
purchase
Favourite restaurant to average purchase
Almaida
Hussaini 2
Mr.Food
Hot chicks
other
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Bibliography
Questionnaire filled from the respondent
http://www.questionpro.com/a/showSurveyLibrary.do?surveyID=237&mode=1
http://au.answers.yahoo.com/question/index?qid=20101019003413AAqoKI1
http://hello-global.com/japan_market_research/japan_consumer_surveys20100402.html
http://www.ncbi.nlm.nih.gov/pmc/articles/PMC3546030/
http://en.wikipedia.org/wiki/Rahim_Yar_Khan
0
2
4
6
8
10
12
14
16
breakfast lunch snack dinner
Gender
Gender to meal time
Almaida
Hussaini 2
Mr. Food
hot chicks
other
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