...influenced 50 selected FM students in choosing McDonald’s Meal BACKGROUND OF THE STUDY: Ray Kroc started it all when he bought the franchise of a small burger joint owned by Dick and Mac McDonald, and opened his first restaurant in Des Plaines, Illinois in 1955. Now, McDonald’s has more than 30,000 restaurants, serving nearly 50 million people in over 119 countries everyday, making it the number one quick-service restaurant in the world. George T. Yang built the first Golden Arches in the Philippines in 1981. As of 2005, McDonald’s Philippines is a 100% Filipino-owned company. From its first restaurant along Morayta, Manila in 1981, McDonald’s has grown to become one of the leading fast food chains with close to 300 restaurants nationwide! With Kenneth S. Yang at the helm, McDonald’s is now a multi-billion peso company that continues to expand and serve Filipinos all over the country. McDonald’s is a customer-oriented company that strives to offer Filipinos a combination of great tasting, quality food products at value prices with excellent service. Well loved McDonald’s products like the Big Mac, Cheeseburger, World Famous French Fries, Egg Muffin, Apple Pie, Sundae and the Happy Meal, plus local favorites like Chicken McDo, Burger McDo and McSpaghetti are products of their passion to always give what their customers want. McDonald’s ensures high standards in all aspects of operations, promising our customers only the best meals in every restaurant at any time. Recently...
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...group rankings, matching-type measures must be used in cluster analysis techniques. Among these, rank-based correlation coefficients, as the Spearman’s ρ , can be considered. To this regard, we think that Weighted Rank Correlation measures are remarkably useful, since they evaluate the agreement between two rankings emphasizing the concordance on top ranks. In this paper, we employ an appropriate Weighted Rank Correlation measure to evaluate the dissimilarity between rankings in a hierarchical cluster analysis, in order to segment subjects expressing their preferences by rankings. An illustrative example on selected rankings shows that the resulting groups contain subjects whose preferences are more similar on the most important ranks. The procedure is then applied to real data from an extensive 2011 survey carried out in the Italian McDonald’s restaurants. Key words: rank-based correlation coefficients, matching-type measures, hierarchical cluster analysis 1 Introduction Cluster analysis aims at identifying groups of individuals or objects that are similar to each other but are different from individuals in other groups (among others, [4]). This is useful, for example, in market segmentation studies, also when consumers’ preferences are expressed by grades, leading to rankings of products or services provided by individuals. In this situations, standard clustering techniques are not appropriate, because they measure intersubject similarity by distance-type measures (including correlation...
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...and firms’ performance in luxury hotels and chain restaurants$ Hong-bumm Kima,1, Woo Gon Kimb,* b a College of Hospitality & Tourism, Sejong University, Kwang-jin Gu, Gun-ja Dong 98, Seoul 143-747, Republic of Korea School of Hotel and Restaurant Administration, Oklahoma State University, 210 HESW, Stillwater, OK 74078-6173, USA Received 27 February 2004; accepted 4 March 2004 Abstract There is a growing emphasis on building and managing brand equity as the primary drivers of a hospitality firm’s success. Success in brand management results from understanding brand equity correctly and managing them to produce solid financial performance. This study examines the underlying dimensions of brand equity and how they affect firms’ performance in the hospitality industry—in particular, luxury hotels and chain restaurants. The results of this empirical study indicate that brand loyalty, perceived quality, and brand image are important components of customer-based brand equity. A positive relationship was found to exist between the components of customer-based brand equity and the firms’ performance in luxury hotels and chain restaurants. A somewhat different scenario was delineated from the relationship between the components of customer-based brand equity and firms’ performance in luxury hotels and chain restaurants. r 2004 Elsevier Ltd. All rights reserved. Keywords: Customer-based brand equity; Firms’ performance; Chain restaurants; Luxury hotels; Brand awareness 1. Introduction...
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...pa [pic] dissertation REPORT on “COMPARATIVE STUDY OF CONSUMER BEHAVIOUR PREFERANCE TO McDonald, KFC & PIZZA HUT IN NOIDA” Submitted To Submitted By dr. adarsh arora ruchika jain Faculty Guide A3104609016 B.com (H) 2009-2012 AMITY college of commerce and finance AMITY UNIVERSITY UTTAR PRADESH ACKNOWLEDGEMENT “Not a single gram can be breaking the whole vessel”. This is a common saying and it is correct. Any project is not an outcome of a single participation but it is a team work. So, I take a great opportunity to thank those entire people who helped me throughout my project. With deep sense of gratitude, I want to acknowledgment my faculty guide, Dr. ADARSH ARORA, for his valuable guidance and timely suggestion offered to me throughout the course of my project. I take an opportunity to acknowledge our heartiest thanks to department for their valuable guidance and support at all time in fulfilling the requirement for the reasonable work. Last but not least, I also very much thankful to my parents, sister, my seniors, my batch mates and friends especially for their continuous encouragement and moral support in preparing this project. DECLARATION I hereby certify that the project work being presented in this report “COMPARATIVE STUDY OF CONSUMER BEHAVIOUR PREFERANCE TO McDonald,...
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...follows a standard time, from taking the orders of the customers until the food has been served. People have always enjoyed eating good food and it has become a challenge for fastfood chains to come up with menus that will provide food which will be appreciated by their targeted consumers. Fastfood differs from a restaurant in terms of service and food. When ordering food from a fastfood establishment, an individual has to fall in line at a counter to order, which is the beginning of the process. On the other hand, when diners go to a restaurant, they are seated and a server is present to take the order of the customer. In terms of food, fastfood offers food which doesn’t usually take a lot of time to prepare and is significantly of lower cost compared to the food served in a restaurant. According to the review of “Food Service Industry in the Philippines” (2010), fastfoods requires more than just good food. Though important, good food is only a part of the total dining experience. Equally important is believed to be the way people feel while in the restaurant. This physical and emotional response is a result of the atmosphere, the total environment to which customers are exposed which otherwise can also be called the ambiance. The proper atmosphere can make the food, service and whole dining experience better. For that reason a restaurant or a fast food must take care of the following to please its customers. This includes checking the...
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...and its Setting Introduction Restaurant is an eating place where meals and drinks are sold and served to customers. It is also refers to any wide variety of establishment in which people may buy and prepared meals. A restaurant may be manage by a restaurateur, who is the owner or either the manager of the restaurant. The service of the business can be full service and may stand alone or can be accompanied with other facilities such as bar and hotel. A bar is a retail business establishment that serves alcoholic drinks beer, wine, liquor, and cocktails for consumption on the premises. Bars provide stools or chairs that are placed at tables or counters for their patrons. Many bars have a happy hour to encourage off-peak patronage. The term "bar" is derived from the specialized counter on which drinks are served. Customers may sit or stand at the bar and be served by the bartender, or they may sit at tables and be served by cocktail servers. The "back bar" is a set of shelves of glasses and bottles behind that counter. In an economy, it contributes greatly to the progress because it provides employment and healthy competition. It also satisfies the needs of the society and other business as well. Customer satisfaction is the main goal of a restaurant that is why they aim to discover unique menus and serve quality of foods and services that would make their customers satisfied. Customers have different lifestyles and they will eat in a restaurant that matches their standard of...
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...process is to enable the selection of feasible ideas and elimination of those which are deemed unworkable. There are typically 4 activities involved in the screening process, namely, initial screen, customer screen, technical screen and final screen. Before venturing into a home-delivery food business, we need to perform an initial screen which is to evaluate if the service will fit with the existing business. For example, whether the type of food we are serving is feasible for a home delivery. Would the quality of the food be compromised due to the packing and delivery time? These are some of the screening questions that should be considered at the initial screen. We also need to gather feedback from potential customers in order to develop our prototypes. For example, how long would customers be willing to wait for the delivery to arrive before they consider it to be too long? Customers’ preferences can be collected through this customer screen so that we can develop prototypes that meet their expectations. Technical screen is another important screening as it enables us to find out what are the technology and system needed to venture into this new service. The final screen is to evaluate all the different screenings with different weightings and scores to find out if the new service is feasible. (ii) Trott, 2012 states that a valuable contribution can come from market research in the development of innovative products. In performing market research, we need to gather relevant...
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...Advertisements on Consumers’ Buying Behavior Syafiqah Abstract Media are the most powerful tool of communication to advertise products and services of companies. Thus, types of media used are important in order to determine the effectiveness of advertisements. The aim of the present study is to examine the impact of fast food advertisements on consumers’ buying behavior. There are two main objectives of the paper which i) to examine the influence of fast food advertisements on IIUM students’ purchase decision and ii) to investigate the media preferences of IIUM students. The convenience sampling method used to collect data and 105 questionnaires distributed to IIUM students. The finding shows a positive relationship between fast food advertisements and consumers’ buying behavior. Besides, the finding reveals that, TV advertisement is the most preferable media among IIUM students. Keywords: fast food advertisements, consumers’ buying behavior The Impact of Fast Food Advertisements on Consumers’ Buying Behavior Introduction Background of the study For the past several years, the pattern of fast food consumption increasing tremendously among the young generation in Malaysia. The increase in the number of fast food outlets around Malaysia is proven as the growth of the Malaysian fast food industry. Among popular fast food restaurants in Malaysia are MC Donald’s (McD), Kentucky Fried Chicken (KFC), Subway, Pizza Hut and many more. According to Jekanowski, Binkley, and Eales...
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...CHAPTER 1: 1.1 Introduction Strong brand equity had become a very important factor that influences consumer’s perceptions of a brand. Success in brand management arises from understanding and managing brand equity correctly to produce strong attributes that will influence consumers when making their choices. The research focused on the importance of these dimensions (brand awareness, brand loyalty, brand image and perceived quality) of customer-based brand equity on consumer’s perceptions of a brand. This was based on the assumption that all these dimensions of customer based-brand equity will have influence on consumer’s perceptions of brand. However, the thesis aimed to find out which among three dimensions (brand image, brand loyalty and perceived quality) appear to have the least brand equity in both restaurants and to find out if customer perception is met with respect to each attribute of brand awareness, brand image, perceived quality and brand loyalty. Brand awareness was treated separately from other dimensions because of the difference in scale. A structured questionnaire was constructed to provide answers to our research question. In this study, a number of questionnaires were distributed, but only sixteen useable questionnaires were realized. The study surveyed four dimensions of consumer’s based-brand equity namely brand awareness, brand image, perceived quality and brand loyalty. Among the three dimensions, brand loyalty appears to have the least brand equity...
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...Analysis of Factors Affecting Restaurant Businesses Course Name: Principles of Marketing Course ID: MKT 201 Section: 0001 Date of Submission: August 13, 2012 ------------------------------------------------- Prepared By: 1. NusratJahan ID: 10204101 Serial: 22 2. RahnumaAkram Sabah ID:10204043 Serial:14 3. AbantiSaha ID:10204080 Serial:18 4. RatulRaihan ID: 5. Nazir Ahmed Zihad ID:10204036 Serial:12 ------------------------------------------------- Summary Over the years, numbers of people having foods at restaurants are increasing. As a result, number of restaurants has also increased with the demand. Busy life of city inhabitants compels to have meals at restaurants rather cooking at home. With the passage of time, peoples also became aware about the food quality, environment and interior design of restaurants. Previous research conducted on consumers has shown that location has been a factor influencing a consumer’s decision to go to a restaurant. It has also shown that locational variables such as environment and packet quality have been considered important to consumers. Consumer demographics if affects the consumer perception then it may affect the consumer’s decision to go to a restaurant. The correlation between different locational variables we found out by calculating Pearson’s correlation coefficient and effect of the demographic features on consumer preference was found out through cross tabulation. The results...
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...Relationship between human appetite and music Chapter 1 THE PROBLEM AND ITS SETTING/INTRODUCTION Introduction There are a lot of services served in a restaurant, like, high quality food and drinks, skilled staffs, nice ambiance and good music. Consumers are not aware that music is part of the service offered. And subconsciously, they didn’t know that music can boost their appetite and affect their mood in eating. Background of the Study Music and noise level can affect people’s enjoyment of what they eat (Journal of Culinary Science and Hospitality). Appetite in 2006, found that listening to music increased the amount of food eaten and the duration of meals, but that the speed and volume of the music didn’t have a significant effect. Taste is the most obvious sense associated with food, but it is by no means the only sense we engage to to enjoy a good meal. In fact, all our senses come into focus when we eat. According to Hopkins (2007) study found that music has the ability to influence the speed with which we eat. Slow music slows us down; test subjects listening to slow music downed three mouthfuls of food per minute, as compared to the five mouthfuls diners listening to a fast beat consumed. Hoteliers and restaurateurs know that taste is only one aspect of good meal. In national settings, Tin Drum Café in Atlanta, Steven Chan, the owner of fast casual concept and Asian street food eatery Tin Drum Cafe, was originally inspired by the atmosphere and...
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...BUS 2043 BUSINESS MANAGEMENT TABLE OF CONTENTS NO. | CONTENTS | PAGES | 1. | 1.0 Introduction of business management | 3 | 2. | 2.0 Background of the company 2.1 Type of company 2.2 Company structure 2.3 Products and services | 4-9 | 3. | 3.1 Organizational Environments and Cultures 3.1.1 General Environment 3.1.1.1 Economy 3.1.1.2 Technological Component 3.1.1.3 Sociocultural Component 3.1.1.4 Political Component3.2 Ethics and Social Responsibility3.3 Organizational Strategy 3.3.1 Five Industry Forces3.4 Designing Adaptive Organizations 3.4.1 Departmentalization | 10-18 | 4. | 4.0 Describe how the organization implements the selected topic in its operations.4.1 Organizational Environments and Cultures 4.1.1 General Environment 4.1.1.1 Economy 4.1.1.2 Technological Component 4.1.1.3 Sociocultural Component 4.1.1.4 Political Component4.2 Ethics and Social Responsibility4.3 Organizational Strategy 4.3.1 Five Industry Forces4.4 Designing Adaptive Organizations 4.4.1 Departmentalization | 19-25 | 5. | 5.0 Conclusion5.1 Summary of the analysis | 26 | 6. | 6.0 List of References | 27-28 | 1.0 Introduction As everyone knows that it is not easy to start up a Business and also manage a Business well because started up a Business need to go through a lot of challenges from different...
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...t2 INTERNATIONAL CONFERENCE ON BUSINESS AND ECONOMIC RESEARCH (2 ICBER 2011) PROCEEDING nd nd A STUDY OF THE RELATIONSHIP BETWEEN MARKETING MIX AND CUSTOMER RETENTION FOR HERBAL COFFEE IN MALAYSIA Dr. Shankar a/l Chelliah, School of Management, Universiti Sains Malaysia, 11800 USM, Penang, Malaysia. shankar@usm.my Chin Kok Kwon Open University of Malaysia, Seberang Jaya, Penang, Malaysia kokkwonchin@yahoo.com ABSTRACT Today, the major problem faced in the Tongkat Ali coffee industry is the ease of market entry which is characterized by many new players frequently entering the market. The industry is highly competitive and the producers are faced with the dilemma of whether to continue to produce and sell at low profits or compete with the many players in the fierce environment as they seek to identify and determine the causes and factors that will lead to increased customer retention to guarantee profits. The purpose of this research is to study the relationship between marketing mix and customer retention for Tongkat Ali coffee. In other words, the study will attempt to identify and link the cause and effect relationship between marketing mix and customer retention for Tongkat Ali coffee. Therefore, many questions need to be answered. What are the product’s attributes sought by consumers? Who are the people that consume the product? When and where do they consume it? How frequent? What factors affect repurchase decisions? Why do they continue to consume? For...
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...reflecting a constant evolution of the industry. In the United States, the National Restaurant Association (NRA), www.restaurant.org, has been the premier source for identifying changing trends in consumer habits. Each year the NRA publishes, among other things, its annual "Restaurant Industry Forecast." The forecast provides a glimpse of the industry through anticipated sales, customer spending habits, dining traits, operational trends and industry workforce trends. The U.S. Bureau of the Census, the Department of Labor, and The Library of Congress are also good sources when analyzing population growth, ethnicity mix, labor and economic conditions; however, organizations such as the NRA and restaurant-based publications provide more relevant information about our particular industry. Given the projected growth of the restaurant industry, this aspect of your plan paints an optimistic future of your chances for success in a very competitive business. Target market. Location analysis. Some business plans, probably most, are created before a site has been selected. Therefore, the location analysis may be limited to the general area or city for the proposed concept. As suggested earlier, site selection is often considered the most crucial aspect of the business planning cycle. The location analysis should describe market conditions that exist in the location (or general area) you have selected. Information gathered and displayed here should include demographic statistics, description...
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...available to devote them for such passion for eating. A number of eating out facilities particularly fast food chains came up to cater to this lucrative market. Assuming from the cultural background of people being keen on eating; in this research we have explored the overall consumers’ behavior towards fast food restaurants in Dhaka city. More particularly, our findings reveal that we have found out the relationship of customers’ attributes related perception, quality and value related perception and convenience related perception with income, age and overall customer service for fast food restaurants. Quality and value related perception is influenced by income. There is a relationship of attributes related perception and quality and value related perception with overall customer service. Moreover people are loyal to have their food in their favorite fast food restaurants in terms of price and they are interested to travel further for their favorite restaurants. Field of Research: Marketing, Consumer Behavior 1. Introduction The pressures of working life along with time constraints have resulted in an increasing number of consumers opting for fast food restaurant. One study of the market research and...
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