5/17/2013

Survey Report
Assessing the consumer preference towards fast food chains in Rahim yar khan

Group No 6
BBA 4TH SEMESTER

Table of contents
1. Executive summary
Introduction to topic Understanding key words
o Consumer preference o Fast food o Rahim yar khan

2. Objective of study 3. Research design 4. Primary data source

Research instrument

5. Analysis 6. Results 7. Conclusion 8. Suggestion 9. Limitation of research 10. Appendix

Comparison of fast food restaurant

11. Bibliography

Executive summary
Introduction to topic
The 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 words

It 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 attributes associated with it.

Fast food
Highly processed restaurant foods that are prepared quickly or are available on demand.

Rahim yar khan

Rahim yar khan is activities of the rail road and air the population of emerging as the centre of the educational and trade region. It is connected to rest of the country through traffic. Rahim yar khan has the area of 8 sq miles with 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

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 chains

Research 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 instrument
The 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 may have 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

Assessing the customers preference about fast food in Rahim Yar khan
We 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 Age: 16-25 Marital Status Single 26-35 36-45 46-55 55+ Female

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 time 2. How often does time affect your decisions about what to eat? Never Sometimes, not often frequently, often All the time How often you go out for a meal in a week 0 times 1-2 times 3-4 times 5 times or more 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 week answer question 5. Why do you eat fast food so often? dont have the time to cook Like the taste Convenient Cheap Other; Please state:_____________________________ 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 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 When do you typically eat at fast food restaurant?

3. 4.

5.

6. 7.

8.

 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?

 strongly agree Agree Neutral Disagree 27. You prefer to go to fast food with Family Friends Colleagues 28. Rate the meals Fare : Type Home made Restaurant Fast food Rate the Fast food restaurant Fare : Restaurant Almaida Hot chicks Hussaini 2 Mr. Food Good: Food quality Food range Excellent: Qualities Environment Taste Good: Range Excellent: Qualities Texture

Strongly disagree alone

Hygiene

Quality

Food taste

Service quality

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

Gender

45% 55%

Male Female

Age
0% 5%

26%

16-25 26-35 36-45 69% 46-55

Body type
5% 15% Under weight average 14% athletic over weight 60% obesses 6%

Marital Status

22%

Single Married

78%

Profession
0% 7% student 33% 60% professional businessman house wife

How often are you pressed with time ?

9% 33% 29%

always have time usually have time usually pressed with time never have enough time

29%

How often does time affect your decision about what to eat ?
17% 15% never sometimes 25% 43% frequently all the time

How often you go out for a meal

17% 15% 0 times 1-2 times 19% 3-4 times 5 times or more 49%

Number of times you go for fast food

11% 11%

17% 0 times 1-2 times 3-4 times 5 times or more

61%

If a fast food resturant were closer to your home would you go out to eat at more
3% 11% 21% strongly agree agree neutral 37% 28% disagree strongly disagree

when you go for fast food

2%

43%

37%

breakfast lunch snack dinner

18%

which one is your favourite fast food restaurant

1%

Almaida 42% 45% Mr.Food Hussaini 2 Hot chicks other 6% 6%

why you prefer this restaurant

12% 35% enviroment food quality 28% food range food taste service quality

0%

25%

Which is your least favourite restaurant

6% 28% 22%

Almaida mr. Food Hussaini 2 Hot chicks

15% 29%

other

What do you usually order at fast food restaurants

3% 7% burger 10% 27% fries pizza fried chicken 8% 45% sandwitch ice cream other

which Beverage do you usually order with fast food meal or snack
7% 5% 7% 8% no drink mineral water carbonated soda fruity juice carbonated diet soda milk and shake 58%

15%

Are you satisfy with the price charged by fast food restaurant
3% 8% stongly agree 19% 38% agree neutral disagree strongly disagree 32%

On average how much would you expect to pay for a fast food meal?
11%

less than 300 51% 38% 300-500 more than 500

Do you enjoy eating a fast food restaurant

2% 3% 12% strongly agree agree neutral disagree strongly disagree 72% 11%

Do you prefer fast food as a refreshment in a party or gathering

12% 12% strongly agree 14% agree neutral 39% 23% disagree strongly disagree

Does a fast food price influence the selection of fast food

5% 9% 11% strongly agree 17% agree neutral disagree strongly disagree 58%

taking fast foods depends upon the emotions

6% 11% strongly agree agree 18% neutral disagree 60% strongly disagree 5%

do you think there should be more fast food outlets in Rahim yar khan
5% 12% 34% strongly agree agree 18% neutral disagree strongly disagree 31%

which food do you think is healthier?

12%

11% homemade restaurants fast food 77%

do you think fast food has gotten healthier ?

0% 11% 31% 21% strongly agree agree neutral disagree strongly disagree

37%

Statistical analysis

Gender to eating out

16 14 12 10 8 6 4 2 0 male Gender female 0 1-2 times 3-4 times 5 times or more

Age to eating out

25 20 15 10 5 0 16-25 26-35 Age 36-45 0 times 1-2 times 3-4 times 5 or more times

Marital status to eating out

25 20 15 10 5 0 single Marital status married 0 times 1-2 times 3-4 times 5or more times

Occupation to eating out

25 20 15 10 5 0 student professional Occupation businessman 0 times 1-2 times 3-4 times 5 or more times

Gender to fast food

25 20 15 10 5 0 male Gender female 0 times 1-2 times 3-4 times 5 or more times

Age to fast food

30 25 20 15 10 5 0 16-25 26-35 Age 36-45 0 times 1-2 times 3-4 times 5 times or more

Marital status to fast food

35 30 25 20 15 10 5 0 single Marital status married 0 times 1-2 times 3-4 times 5 times or more

Occupation to fast food

30 25 20 15 10 5 0 student professional Occupation businessman 0 times 1-2 times 3-4 times 5 times or more

Gender to meal time

18 16 14 12 10 8 6 4 2 0 male Gender female Breakfast lunch snack dinner

Gender to meal time

25 20 15 10 5 0 breakfast lunch Meal time snack dinner

16-25 26-35 36-45

Marital status to meal time

25 20 15 single 10 5 0 breakfast lunch Gender snack dinner married

Occupation to meal time

16 14 12 10 8 6 4 2 0 breakfast lunch Occupation snack dinner student professional businessman

Favourite restaurant to meal time

16 14 12 10 8 6 4 2 0 breakfast lunch Meal time snack dinner Almaida Hussaini 2 Mr. Food hot chicks other

Gender to Favourite fast food Restaurant

16 14 12 10 8 6 4 2 0 Almaida Mr.Food Hot chicks hussaini 2 other Favourite fast food restaurant male female

Age to Favourite fast food Restaurant

25 20 15 10 5 0 Almaida Mr.Food Hot chicks hussaini 2 other Favourite fast food restaurant

16-25 25-35 35-45

Marital status to Favourite fast food Restaurant

25 20 15 single 10 5 0 Almaida Mr.Food Hot chicks hussaini 2 other Favourite fast food restaurant married

Occupation to Favourite fast food Restaurant

18 16 14 12 10 8 6 4 2 0 Almaida Mr.Food Hot chicks Occupation hussaini 2 other student professional businessman

Gender to Favourite food

16 14 12 10 8 6 4 2 0 Burger Pizza fried chicken Fries sandwitch Ice cream male female

Favourite food

Age to Favourite food

25 20 15 16-25 10 5 0 Burger Pizza fried chicken Fries sandwitch Ice cream 26-35 36-45

Favourite food

Marital status to Favourite food

25 20 15 10 5 0 Burger Pizza fried chicken Fries sandwitch Ice cream single married

Favourite food

occupation to Favourite food

25 20 15 student 10 5 0 Burger Pizza fried chicken Fries sandwitch Ice cream professional businessman

Favourite food

Carbonated soda to Favourite food

25 20 15 10 5 0 carbonated drink non carbonated drink

favourite food

Gender to average purchase

20 18 16 14 12 10 8 6 4 2 0 less than 300 300-500 Purchase more than 500

male female

Age to average purchase

30 25 20 15 10 5 0 less than 300 300-500 Purchase more than 500 16-25 26-35 36-45

Marital status to average purchase

30 25 20 15 10 5 0 less than 300 300-500 purchase more than 500 single married

Occupation to average purchase

25 20 15 10 5 0 less than 300 300-500 Purchase more than 500

student professional businessman

favourite restaurant to average purchase

16 14 12 10 8 6 4 2 0 less than 300 300-500 Purchase more than 500 Almaida Hussaini 2 Mr.Food Hot chicks other

favourite food to average purchase

25 20 burger 15 10 5 0 less than 300 300-500 purchase more than 500 fries pizza fried chicken ice sandwitch

factors affecting the customer preference towards fast food

hygienic quality of food social enjoyment variety of menu advertisment price convenient taste no time to cook 0 10 20 30 40 50 60 preference

Rate the meal

3 2.5 2 Rating 1.5 1 0.5 0 taste range texture Qualities hygiene quality homemade restaurant fast food

Rate the fast food restaurant

3 2.5 2 Rating 1.5 1 0.5 0 Food quality Food range Enviroment Qualities Food taste Service quality Almaida Hot chicks Mr.Food Hussaini 2

Favourite restaurant to average purchase

16 14 12 10 8 6 4 2 0 less than 300 300-500 Gender more than 500 Almaida Hussaini 2 Mr.Food Hot chicks other

Results
Eating oyt has been become a trend now. More people are going out in 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 to get the status of most favourite fast food restaurant

 Respondent said that their priority is to have a good enviroment and 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 it is prefered to have carbonated soda when eat at fast food restaurant 51% respondent usually pays less than 300 while 38% pay Rs. 300500. Price is an important factor as 58% respondent care about the prices 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 times a week to a restaurant. Fast food is more prefered to the teen agers, students, male and single 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 is prefered 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 than restaurant or fast food depending upon the factors of taste, range, hygiene, texture and quality. Hot chicks is more prefered by respondent depending upon the factors of food quality, taste, range, enviromentand service.

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 some reason. Small population size Non serious attitude of respondent Unequal distribution of demographic profile of respondent

Appendix
Comparison of fast food restaurant
Rahim 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.

Rate the fast food restaurant

3 2.5 2 Rating 1.5 1 0.5 0 Food quality Food range Enviroment Qualities Food taste Service quality Almaida Hot chicks Mr.Food Hussaini 2

Favourite restaurant to average purchase

16 14 12 10 8 6 4 2 0 less than 300 300-500 purchase more than 500 Almaida Hussaini 2 Mr.Food Hot chicks other

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 on dinner time.

Gender to meal time

16 14 12 10 8 6 4 2 0 breakfast lunch Gender snack dinner Almaida Hussaini 2 Mr. Food hot chicks other

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://helloglobal.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