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CONTENT
Abstract.............................................................................................................
Chapter 1: Introduction...................................................................................
Chapter 2: Literature review..........................................................................
What is Franchising? .............................................................................
Burger King in Hanoi ............................................................................
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ABSTRACT
This paper explores customers motivations to visit Burger King. Qualitative aspects such as
locations, promotion programmes and services are examined in details. The research is
carried out by surveying 73 customers of 5 Burger King Stores in Hanoi, Vietnam. Based on
the survey's results and prior works both in Vietnamese and English in this topic, we found
that the majority of Vietnamese customers at Burger King are students and young adults who
are more open to new experiences. Additionally, there are different factors that affect
customers motivations to attend a franchise outlet in Vietnam in recent years. It is hoped that
as a result of this research, we can prove that Vietnamese entrepreneurs need to understand
more about their customers needs and wants by changing some of their business aspects in
order to attract more customers to come. It is achieved by researching the locations that stores
are established and asking customers' views as well as their feedbacks. Whilst the study is
limited to one region in Vietnam and focuses on one franchise, some of the proposed ideas
apply equally well to other brands in the same market sector. These include practitioners,
consumers and researchers in terms of enhanced value and satisfaction.
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CHAPTER 1: INTRODUCTION
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King restaurants at the moment. One of them located in BigC supermarket, the others are on
the ground floor of IPH Plaza and crowded street.
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catching electric signboard with its familiar logo so customers can easily recognise from a far
distance. Moreover, there is no 24-hour Burger King restaurants in Vietnam and the opening
time is 8 or 9 a.m and they will close at 10 p.m or 11 p.m
Burger King in Vietnam has changed some of its features in order to suit Vietnamese
customers. Although Burger Kings recipe remains unchanged, the taste and menu in Vietnam
include other dishes. For example, the ket-chup tastes a bit overly sweet to the traditional
version, beef and chicken meats are sourced from the countryside in Vietnam, its disserts
sides and snacks are not the same, and no diet coke is available. Especially, beside its main
Burger menu, There is the dominance of rice dishes in the Burger King menu, chicken soup
can all be served with rice because rice is the main food that Asian people eat everyday.
Another differences is instead of using paper box for take-away food, the restaurants often
use plastic bag. Finally, the price will be based on the country currency to suit with
Vietnamese customers budgets. The price is from around 70,000 VND (~ 2) to 300,000
VND (~ 9) per meal.
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grow much faster in the future (Hung, 2011) and will become one of the most potential
market for foreign franchisors make investments beside other Southeast Asia countries. In
other hand, with the population of seven million people in Ho Chi Minh City and six million
people in Hanoi, both of the cities will be the ideal locations to operate their franchise
branches.
Following the previous successful fastfood chains like KFC or Mc Donalds, Burger King has
appeared in Vietnam market, first is in Ho Chi Minh city in 2012 and then Hanoi in 2013 with
10 stores allocated in the city center. Burger King comes to Vietnam with the ambition of
becoming the most popular fastfood chains and finding an opportunity to complete with the
other branches.
WHAT IS MOTIVATION?
There are severial theories that contribute to an understanding of motivation. According to
Kanfer (1990) and Jaclyn (2010), these include the theory of intergrative motivation
introduced during the social-psychological period (Self Determination Theory) and the
cognitive-situated period (Intrinsic and extrinsic motivation). In other words, motivation is
generally referred to the factors influencing a persons choices among alternative options of
action.
Motivation will be defined in different ways and with different categories
or subjects. For example, motivation in academic studying will be
explained why people do what they do in stead of choosing an alternative
option (Jere, 2010. Motivating students to learn, 3th edit.p.3) or as a
hypothetical construct that explanations about people motivation to
involve in particular behaviours at certain times (Beck, 2000). Another
theories of motivation are also defined by Wigfield and Eccles (2000), they
explained the theory of achievement motivation as peoples beliefs about
how well they will do and which extention they will use to value the
activity in order to achieve those tasks.
As many previous works asserted that motivation is affected by both
external (social, culture, technological, etc.) and internal factors (peoples
interest, age, gender, lifestyle, etc) (Jang, 2005; David, 2001; Plant et al.,
1998; Bernard, 1992) and people's motivation is different from each other,
and it will continuously from one decision making process to the next
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(Jang, 2005). Kanfer (1990) wrote in his motivation theory handbook that
motivation could not be observed directly. What we can observe and
analysis is the continuing stream of people behaviours that determined by
both environment and genetics, through their effects on personality,
beliefs, abilities, skills and knowledge. In the study about food festival in
Texas written by Chang and Yuan (2011), they found out that there is a
complexity relation between food and tourism. In other words, food is the
most attractive factor that gives customers motivations to come or visit
one place.
In Maslows hierarchy of needs (1943), he asserted that people are
motivated to achieve certain needs and once one need is fulfilled, a
person will seek to fulfil the next one, and so on. He also noted in his
hierarchical levels within a pyramid (1943, 1954) that only one in a
hundred people become fully self-actualised because our society rewards
motivation primarily based on esteem, love and other social needs.
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(8)
(5)
2 = less important
3 = Neutral
4=
important
5 = Most/very important
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With 22 items, the concept can identify that factors which are scored high
on this survey can be considered highly motivate in visitting Burger King
and those which score low are not motivate at all.
Related methodology
In order to answer these questions, positivist methods will be used for a social research. It
will focus on measuring data, figures, and statistics in an objective way (Stella, 2014;
Quinlan, 2011). Moreover, through a social research, this exploratory study will investigate
around customers behaviours and thinkings after observing as well as seeking answers from
Burger Kings customers. By using this method, we can know about customers' ages,
genders, occupations, etc. to explore what is the typical customers group that often come to
Burger King and why they come there.
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some information about the location, promoting programmes, and events will be collected
through company's websites, electronic newspapers and articles. The survey questionnaire
was sent directly to the participants email and through an online survey on google drive.
Participants were selected randomly as they visited any Burger King restaurants in Hanoi.
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years established in Vietnam, Burger King has not a wide known branch
with Vietnamese people when compared with KFC or Pizza hut. However,
it starts changing its strategy with wider range of foods that are suitable
for Vietnamese customers tastes. By focusing on the younger customer
groups, age under 18 and from 18-24, Burger King steps by steps, attracts
more and more customers.
ANALYSIS
The analysis of data was conducted by excel and in
First, the respondents demographic informations
were profiled in
Table 1
Descriptive profile of respondents (n = 73)
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Variable
Frequency (%)
Gender
Male
25 (34.25)
Female
48 (65.75)
Marital status
Single
65 (89.04)
Married
4 (5.48%)
Other
4 (5.48%)
Age
Under
24 (32.88)
18-24
37 (50.68)
25-33
9 (12.33)
34-44
1 (1.37)
Over
18
56
2 (2.74)
Education
High
33 (45.21)
College
2 (2.74)
Bachelor
degree
31 (42.47)
Master
degree
school
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5 (6.85)
Other
2 (2.74)
Income (million)
Less
62 (84.93)
VND
100
VND
200
8 (10.96)
VND
200
VND
400
1 (1.37)
VND
400
VND
600
1 (1.37)
VND
600
VND
800
0 (00.0)
More
than
than
VND
100
VND
800
1 (1.37)
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These motivations are the most importance reasons for attending Burger
King restaurants.
The most important reason for customers to visit Burger King was to hang
out with their friends (mean = 3.26), followed by having a break from
cooking (mean = 2.98). Coming to taste food was another popular reason
to come to Buger King (mean = 2.85). The last two most important
reasons were for dating and celeberating (mean = 2.81) and because of
favourite foods in Burger King (mean = 2.80).
Table 2
Top five Burger King customer motivation (n = 73)
Rank
Motivation
SD
3.26
2.98
2.85
2.81
2.80
1.63
2
1.64
3
1.60
4
1.70
5
1.60
Respondents utilised a 5 point Likert-type scale to indicate the
importance of each item for visiting Burger King restaurants ( 1 = not
important, 5 = most/very important).
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