Survey on consumer preferences towards fast food chains in Rahim yar khan

7/30/2019 Survey on consumer preferences towards fast food chains in Rahim yar khan

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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?
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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


Gender

Marital status to meal time

single

married

0

2

4

6

8

10

12

14

16


Occupation

Occupation to meal time

student

professional

businessman


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0

2

4

6

8

10

12

14

16


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


27/39

0

5

10

15

20

25



Age to Favourite fast food Restaurant

16-25

25-35

35-45

0

5

10

15

20

25



Marital status to Favourite fast food

Restaurant

single

married


28/39

0

2

4

6

8

10

12

14

16

18


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


29/39

0

5

10

15

20

25

Burger Pizza fried

chicken


Favourite food

Age to Favourite food

16-25

26-35

36-45

0

5

10

15

20

25

Burger Pizza fried

chicken


Favourite food

Marital status to Favourite food

single

married


30/39

0

5

10

15

20

25

Burger Pizza fried

chicken


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


Purchase

Age to average purchase

16-25

26-35

36-45


32/39

0

5

10

15

20

25

30


purchase

Marital status to average purchase

single

married

0

5

10

15

20

25


Purchase

Occupation to average purchase

student

professional

businessman


33/39

0

2

4

6

8

10

12

14

16


Purchase

favourite restaurant to average purchase

Almaida

Hussaini 2

Mr.Food

Hot chicks

other

0

5

10

15

20

25


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


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


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


Gender

Gender to meal time

Almaida

Hussaini 2

Mr. Food

hot chicks

other
http://www.questionpro.com/a/showSurveyLibrary.do?surveyID=237&mode=1http://au.answers.yahoo.com/question/index?qid=20101019003413AAqoKI1http://hello-global.com/japan_market_research/japan_consumer_surveys20100402.htmlhttp://hello-global.com/japan_market_research/japan_consumer_surveys20100402.htmlhttp://www.ncbi.nlm.nih.gov/pmc/articles/PMC3546030/http://en.wikipedia.org/wiki/Rahim_Yar_Khanhttp://en.wikipedia.org/wiki/Rahim_Yar_Khanhttp://www.ncbi.nlm.nih.gov/pmc/articles/PMC3546030/http://hello-global.com/japan_market_research/japan_consumer_surveys20100402.htmlhttp://hello-global.com/japan_market_research/japan_consumer_surveys20100402.htmlhttp://au.answers.yahoo.com/question/index?qid=20101019003413AAqoKI1http://www.questionpro.com/a/showSurveyLibrary.do?surveyID=237&mode=1

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Survey on consumer preferences towards fast food chains in Rahim yar khan