RESEARCH_REPORT_ABOUT_CHINESE_FAST_FOOD___INDUSTRY_-KFC.ppt

research report about chinese fast food industry -kfc,david wei cathy kang sara fan,introduction,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 to provide advice,research process,step 1 - executive summary step 2 - research focus step 3 - research methodology step 4 - research instrument step 5- result and analysis step 6 - sampling step 7 recommendations,industry background,fast-food restaurants (also known as quick service restaurant). “fast food“ 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 background,kfc history of the development 1.very well-known fast food 2. american fast food chain 3. 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 summary,a. the overall research direction b. specific research problems c. number of samples and targeted d. analysis of the data used in the text e. kfc restaurant and the importance of the various parts of the satisfaction f. the results of research,step 2 - research focus,this study endeavors to identify the expectations of participator aged between 20 and 40 years to find out what 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 consumer are seeking from membership. and seek external effects on the kfc, and what should it improved.,step 3 - research methodology,as every research problem is unique, a generally applicable research design does not exist, and the most appropriate approach for each research problem and its objectives 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.,quantitative research,1) 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 want.,step 4 - research instrument,nominal scale ordinal scale interval scale pre-text and final questionnaire,nominal 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 next 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=no,nominal 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 next 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=no,ordinal scale,an ordinal scale allows the respondent to rank-order the respondents or their responses with the higher the value assigned respondents 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=college 3=above college,respondents 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=college 3=above college,interval scale,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 the 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.,pre-test and final questionnaire,pre-test and final questionnaire,pre-test and final questionnaire,step 5: result and analysis,segments in market resource of information customer focus customer satisfaction,the predominantly of respondents are male,the predominantly of respondents are low-income,the investigation is focus on college,independent-sample t test,purpose： male and female for the attention of the food price which is higher？ conclusion： more women than men pay more attention to food prices recommendations： kfc may be appropriately lower the price of what are female like to eat,paired samples test,purpose： 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 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 way,purpose： is ther