RESEARCHREPORTABOUTCHINESEFASTFOODINDUSTRYKFC

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1、Research Report About Chinese Fast Food Industry -KFC David Wei Cathy Kang Sara FanIntroduction Concentrated in the consumers attention and satisfaction about Fast food restaurant and KFC Focus on gender, age, education level, income, consumption Interpretation of the results in the form of a chart

2、To provide adviceResearch processStep 1 - Executive SummaryStep 2 - Research FocusStep 3 - Research Methodology Step 4 - Research InstrumentStep 5- Result and AnalysisStep 6 - SamplingStep 7 RecommendationsIndustry Background Fast-food restaurants (also known as quick service restaurant). Fast food

3、is recognized in the 1951 Merriam-Webster dictionary.In the U.S., a typical fast food meal includes a hamburger, French fries and soft drinks. McDonalds, Kentucky Fried Chicken and Pizza Hut are also fast food restaurants Company BackgroundKFC history of the development1.Very well-known fast food2.

4、American fast food chain3. KFCs main product (chicken pieces, wraps, salads, sandwiches, fried chicken, dishes and desserts)4. KFCs founder Khaled Sanders and The first restaurant was established in 1930.Step 1 - Executive Summarya. The overall research directionb. Specific research problemsc. Numbe

5、r of samples and targetedd. Analysis of the data used in the texte. KFC restaurant and the importance of the various parts of the satisfactionf. The results of researchStep 2 - Research Focus This study endeavors to identify the expectations of participator aged between 20 and 40 years to find out w

6、hat features and services an ideal restaurant should offer. We will also aim to determine a number of specific research objectives, including whether factors such as demographics, food price, and parking influence participator decisions to go a restaurant and to investigate what personal benefits Co

7、nsumer are seeking from membership. And seek external effects on the KFC, and what should it improved.Step 3 - Research MethodologyAs every research problem is unique, a generally applicable research design does not exist, and the most appropriate approach for each research problem and its objective

8、s must be selected to ensure that the undertaken research is valid and reliable.This information can help to define the research problem more precisely and to determine all relevant variables for the research instrument, thus improving the efficiency of the subsequent quantitative research.Quantitat

9、ive Research1) The questionnaire is a very effective method of investigation.2) It can save peoples times and in the limit time can make more effective questionnaires. 3) The questionnaires can also throughout the various regions to solve the limitation. 4) Be able to more clearly see the result you

10、 want.Step 4 - Research InstrumentNominal scaleOrdinal scaleInterval scalePre-text and final questionnaireNominal Scale The role of a nominal scale is to simply label objects including designations as to sex, whether someone had been to KFC or what kind of dish someone likes. 1= Male 2=Female The ne

11、xt nominal scale used was to determine if the respondent had been to KFC. 1=YES 2=NO The final question asking the respondent if someone likes listed in the SPSS fit into the nominal scale category. 1=YES 2=NONominal Scale The role of a nominal scale is to simply label objects including designations

12、 as to sex, whether someone had been to KFC or what kind of dish someone likes. 1= Male 2=Female1What is your gender1Male 2Female The next nominal scale used was to determine if the respondent had been to KFC. 1=YES 2=NO2Have you been to KFC1YES 2NO3If someone likes listed in the SPSS fit into the n

13、ominal scale category.1YES 2NO The final question asking the respondent if someone likes listed in the SPSS fit into the nominal scale category. 1=YES 2=NOOrdinal Scale An ordinal scale allows the respondent to rank-order the respondents or their responses with the higher the value assigned Responde

14、nts age focus on: 1=below 21 2=from 21 to 30 3=above 31 How much does the respondent earn each month: 1=below 1500 2=from 1500 to 3000 3=above 3000 How much the respondent did consumed each month: 1=below 500 2=from 500 to 800 3=above 800 What is the respondents education level? 1=middle school 2=co

15、llege 3=above college Respondents age focus on: 1=below 21 2=from 21 to 30 3=above 31AWhat is your Age? (year)1below 212from 21 to 303above 31 How much does the respondent earn each month: 1=below 1500 2=from 1500 to 3000 3=above 3000BYour monthly income? 1below 15002from 1500 to 3000 3above 3000 Ho

16、w much the respondent did consumed each month: 1=below 500 2=from 500 to 800 3=above 800CYour monthly consumption?1below 5002500 to 8003above 800 What is the respondents education level? 1=middle school 2=college 3=above collegeDYour level of education?1middle school2college3above collegeInterval Sc

17、ale The three question categories used for the interval scale were: Please rate how important the following hardware facilities of the restaurant are to you Please rate how important the following Restaurant software facilities are to you Please rate the extent to which you agree or disagree with th

18、e following statements regarding dining in KFC Each interval scale ranged from 1 to 7, with 1 denoting not important or strongly disagree and 7 denoting very important or strongly agree.2Please comment on the restaurant satisfaction(Please circle one number for each statement).NotImportantNeither im

19、portant nor unimportantVery ImportantHardware12345 67Software12345 6 7Dining in KFC12345 6 7Pre-test and final questionnairePre-test questionnaire formatFinal questionnaire formatPre-test participants commented that the questionnaire was too long at 3 pages and was taking longer than 5 minutes to co

20、mplete.Final questionnaire was 2 pages in length and printed on both sides taking under 5 minutes to complete.Pre-test participants identified that without adjectives qualifying some of the restaurant characteristics and services it was difficult to rate their importance.Final questionnaire includes

21、 relevant adjectives that we wanted respondents to comment on in terms of restaurant characteristics and services. Pre-test and final questionnairePre-test questionnaire formatFinal questionnaire formatPre-test participants stated that salary set unreasonable because the main respondents were studen

22、tsIn final questionnaire the scale was been changed to 1.00=” below 1500” ,2.00=” from 1500 to 3000”3.00=” above 3000”Pre-test participants stated that edu set unreasonable because the main respondents were studentsIn final questionnaire the scale was been changed to 1.00=” middle school”,2.00=” col

23、lege”,3.00=” above college”Pre-test and final questionnairePre-test questionnaire formatFinal questionnaire formatPre-test participants stated that questionnaire is monotonous so hope to add some interesting questionFinal questionnaire added some question about “which Chinese cuisine do you like?”Pr

24、e-test participants that directly from the restaurant survey to KFC survey of undetermined significanceFinal questionnaire added a question “Have you ever been to KFC.”Step 5: Result and AnalysisSegments in marketResource of InformationCustomer focusCustomer SatisfactionThe predominantly of responde

25、nts are maleThe predominantly of respondents are low-incomeThe investigation is focus on collegeIndependent-Sample T TestPurpose： Male and female for the attention of the food price which is higher？Conclusion： More women than men pay more attention to food pricesRecommendations： KFC may be appropria

26、tely lower the price of what are female like to eat Paired Samples testPurpose： For participants, is there any different between the overall environment and brand chain ？Conclusion： Respondents believed that the overall environment is more important. Recommendations： KFC should focus on the overall

27、environment rather than branding One-Way ANOVA Purpose： Concerned about whether the parking depends on the salary？Conclusion： High-income people pay more attention to parking.Recommendations： Luxury restaurants need to prepare for more parking spaces for consumer One wayPurpose： Is there any differe

28、nt between satisfaction of each class of the wages of the KFC parking spaces? ？Conclusion： High-income people pay more attention to parking.Recommendations： If KFC wants to attract more high-income people then they need to prepare for more parking spacesStep 6 - Samplingthe choice of crowd is betwee

29、n in 21 to 31 year old those who is almost students.we had had take into account for crowd of education and salarywe are through the network to designed the questionnaire and by the software QQ to spread and received. Step 7 RecommendationsSuggested Market focusSuggested Price AdjustmentProduct ImprovementThe EndAny questions?Thanks for listening!