Research report

Introduction :

I am a student in future school, I am in grade 11. My task was to do research

report. I am writing this report to figure out what are the behaviors and
perceptions of the consumers towards fast food restaurants.
McDonald's Corporation is the world's largest chain of hamburger fast food
restaurants, serving around 69 million customers daily in 118 countries. More
than 80% of McDonalds restaurants worldwide are owned and operated by
independent local men and women. The goal of McDonald's is becoming
customers favorite way and place to eat and drink by serving core favorites
such as the world famous French Fries, Big Mac, Quarter Pounder and
Chicken McNuggets.
Pizza Hut is an American restaurant chain and international franchise that
offers different styles of pizza along with side dishes including salad,
pasta, buffalo wings, breadsticks, and garlic bread. In 2012, there were more
than 6,000 Pizza Hut restaurants in the United States, and more than 5,139
store locations in 94 other countries and territories around the world. The
goal of Pizza Hut to provide the customer with satisfactory service and
moderate pizza.

Methodology :

My research is a primary research because it consists of a collection of original

primary data and my questions are quantitative. I chose to keep my questions
quantitative because it is easier for me to analyze the results I get from the
respondents and to find the actual answer I am looking for

Results:
Question 1. Where do you prefer eating from?

Pizza Hut
McDonald's
100%

80%

60%

40%

20%

0%

I asked this question because my survey is based on finding out which of those
two brands is preferable. 80% of the respondents chose McDonald's and 20%
chose Pizza Hut. There is a big difference in percentage and obviously from
the results I received McDonald's is preferred over Pizza Hut.

Question 2. What is the reason for your choice?

( You can have more than one answer )

Price
Atmosphere
Quality of food
Taste
Others
60%

50%

40%

30%

20%

10%

0%

The reason for this question was to find out the main reason for the
consumers choice. 53% of the people are concerned about the taste, their
second concern is the quality of food which is 26%, the least option the
consumers were concerned about was the atmosphere of the restaurant which
was 0% .
Question 3 . Have you seen any advertisements for the brand recently?

people who chose Pizza Hut

People who chose McDonald'S
102%

100%

98%

96%

94%

92%

90%

88%

*If you chose yes for the previous question, where?

( You can have more than one answer)

Magazine
Billboard
Radio
T.V
Online
50%

45%

40%

35%

30%

25%

20%

15%

10%

5%

0%

*Did the advertisement make you want to purchase from the restaurant ?

Yes
No
60%

50%

40%

30%

20%

10%

0%

I asked this question to see where people usually see advertisements and to
also know if the advertisements usually influence them to purchase from the
company. As you can see in my graphs above the majority of people do
recognize advertisements especially on billboards which was 43% and on T.V
which was also 43% and those advertisements influenced the majority of my
respondents to purchase from the company they chose.
Question 4. In a month how many times do you eat from that place?

1 - 5 times
6 - 10 times

11
100%

80%

60%

40%

20%

0%

This question represents how many time the respondents eat from the
restaurants. 93% which is the majority eats from the company 1 5 times in a
month and only 7% purchases from it 6 10 times in a month.
Question 5. What dessert do you like from your choice ?
( You can have more than one answer)
Pizza Hut
Chocolate cake
Cheese cake
Ice cream and choco
Nutella roll
I dont eat dessert
McFlurry
Ice cream sudae
Ice cream cone
Apple pie
I dont eat dessert

50%

McDonald's

25%
25%

23%
15%
8%

54%

This question was asked to tell what kind of dessert do the respondents to my
survey enjoy having from their preferred company. As you can see 50% like
having chocolate cake from the company they chose (Pizza Hut) and 54% like
having McFlurry also from the company they picked (McDonald's).

Question 6. Why didn't you choose the other brand ?

( You can have more than one answer)
Bad customer service
Bad quality of food
Bad atmosphere
High price
Bad taste
Others
35%

30%

25%

20%

15%

10%

5%

0%

I asked this question to figure out what do consumers not like in fast food
restaurants. As the results show the majority of people dislike the bad quality
of food which was 30% , that means the food might be cold or dry or salty etc.
Question 7. Would you be interested in making a switch to the other brand if
they improved on your selection(s) above ?

Yes
Maybe
No
50%

40%

30%

20%

10%

0%

This is a very simple question it was asked to have an idea if a consumer would
make a switch if the thing they dislike is improved. Relating question six to
this question , yes consumers are ready to buy fast food from other restaurants
if the quality of food improves and it also shows in my graph that 47% of the
respondents said yes.
Question 8. What would you want to improve in your preferred company?
( You can have more than one answer)
Desserts
Special offers
Add more food to the menu
Design of the resturant
Others
50%

40%

30%

20%

10%

0%

This question shows what improvements can the company make so

consumers can be more satisfied with the restaurant they like. As the results
show special offers which were 41% are the key to the consumers satisfaction
about the restaurant they like.

Question 9. Please rate each of the following restaurants :

(1= Excellent, 2= Good, 3= Okay, 4= Bad, 5= Terrible)

Taste
Price
Customer service
Quality of food
Atmosphere
Availability

1
41%
40%
33%
20%
13%
53%

McDonald's
2
20%
27%
20%
27%
20%
7%

4
13%
7%
13%
20%
20%
13%

5
13%
13%
27%
26%
27%
7%

13%
13%
7%
7%
20%
20%

(easy to find)

1
Taste
Price
Customer service
Quality of food
Atmosphere
Availability

7%
7%
13%
13%
0%
27%

Pizza Hut
2
33%
27%
20%
34%
27%
20%

4
20%
13%
20%
13%
33%
7%

5
13%
13%
20%
13%
7%
33%

27%
40%
27%
27%
33%
13%

(easy to find)

The rating question was asked to know what is the most preferred
characteristic and least preferred characteristic by consumers. The results
show that McDonald's had the highest rating in availability because 53% of the
consumers chose 1 which was excellent and lowest rating was the atmosphere
because 20% chose 5 which was terrible. The second table shows the results of
Pizza Hut and this restaurant had the highest rating in availability because
27% of the consumers chose 1 which was excellent and the lowest rating was
the atmosphere because 33% chose 5 which was terrible, just like McDonald's.
Question 10. Age:
20 - 15
25 - 21
30 - 26

31+
50%

40%

30%

20%

10%

0%

This question was directed to the respondents to know what age group is
exposed more to purchasing from fast food restaurants. As the results show
the majority of people which was 47% were from ages 15 to 20, and the least
group that is exposed to purchasing from fast food restaurants which was 13%
was the group 31+

Discussion:

After carrying out my survey, I came across a number of findings. Over all I
would like to suggest to both restaurants to add more special offers because as
my results show the majority of the people wanted to add more special offers
this way consumers will purchase more and will feel more comfortable in
making a purchase. Secondly the two companies should try targeting people
above 21 because most of the consumers were from ages 15 to 20, if the
companies target the both age groups they can make more profit. In
conclusion, this report showed me the behaviors and perceptions of the
consumers towards fast food restaurants.