Marketing Research Project :

Viability of Subway in
Bhubaneswar

Submitted to :

Prof. SandipAnand
Submitted By :

Group No. 4 , Sec C

DebabrataPruseth U110134
Deepak Kumar Panda U110135
Naveen Gollapudi U110137
Pradeep Kumar Subudhi U110149
Sudip Roy U110172

XAVIER INSTITUTE OF MANAGEEMNT, BHUBANESWAR

 ACKNOWLEDGEMENT

The project in its present form and state would not have been possible had it not been for the
able guidance and support of Prof. Sandip Anand whom we always looked up to, when faced
with any difficulty and have disturbed him at all times and hours.

We would also like to thank our seniors and classmates who provided us with references
required for collection of data. Also we would like to thank the participants of the focus
group discussion conducted which provided us with a lot of valuable qualitative input on the
research subject.

No research would be successful, without the active involvement of the respondents and we
take this opportunity to thank our various respondents for having patiently filled our response
sheet.
 EXECUTIVE SUMMARY
Subway is an American restaurant franchise primarily sells submarine sandwiches (subs), salads, and
personal pizzas.Subway is one of the fastest growing franchises in the world. The aim of this market
research is to find out the category drivers for consumers in fast food industry and the viability of
Subway in Bhubaneswar city.Data was collected through focus group discussions and survey
methodology (an online questionnaire was used to collect Pan India data) and apart from spread
sheet analysis, Jaccard Analysis, SWOT Analysis and Stochastic Share Analysis was also done to reach
at the results.

The Qualitative analysis revealed that most of the Indian consumers are price and taste conscious
when it comes to fast food. Subway with itspremium priced sandwiches and distinct lack of Indian
taste and flavour in its food items which is primarily continental falls behind in these two fast food
category drivers.

The qualitative findings are substantiated by the quantitative findings that the attributes value for
money, taste and hygiene are the three primary category drivers in fast food industry and Subway
lags behind in these factors when compared to its competitors McDonalds and Dominos. Also
subway currently occupies a very low share of consumer mind compared to its market competitors.
With these findings it can be concluded that Subway is currently not viable in Bhubaneswar.
Contents
ACKNOWLEDGEMENT ............................................................................................................................. 2
EXECUTIVE SUMMARY ............................................................................................................................ 3
BACKGROUND ......................................................................................................................................... 5
LITERATURE REVIEW ............................................................................................................................... 5
THE CATEGORY........................................................................................................................................ 6
MARKETING OBJECTIVE .......................................................................................................................... 7
RESEARCH OBJECTIVE ............................................................................................................................. 8
CONCEPTUAL FRAMEWORK ................................................................................................................... 9
KEY INFORMATION AREAS ......................................................................................................... 9
RESEARCH METHODOLOGY .................................................................................................................. 10
TARGET GROUP ............................................................................................................................ 10
METHODOLOGY ........................................................................................................................... 11
PROCESS ......................................................................................................................................... 11
SAMPLING ...................................................................................................................................... 12
Sample Size ................................................................................................................................... 12
VARIABLES ............................................................................................................................................. 12
QUALITATIVE ANALYSIS ........................................................................................................................ 13
FOCUS GROUP DISCUSSION ....................................................................................................... 13
SUMMARIZED RESULTS OF THE FOCUS GROUP DISCUSSION ...................................... 15
QUANTITATIVE ANALYSIS...................................................................................................................... 15
UNIVARIATE ANALYSIS ............................................................................................................. 16
FACTOR ANALYSIS ...................................................................................................................... 20
CLUSTER ANALYSIS .................................................................................................................... 21
JACCARD ANALYSIS.................................................................................................................... 23
SWOT ANALYSIS .......................................................................................................................... 24
STOCHASTIC ANALYSIS ............................................................................................................. 26
SUMMARIZED RESULTS OF THE QUALITATIVE RESEARCH ......................................... 26
CONCLUSION......................................................................................................................................... 27
LIMITATIONS OF THE RESEARCH........................................................................................................... 27
Appendix ............................................................................................................................................... 28
Appendix A :.................................................................................................................................................................................................................................................................. 28

Appendix B : .................................................................................................................................................................................................................................................................. 29

Appendix C : .................................................................................................................................................................................................................................................................. 30

Appendix D : ................................................................................................................................................................................................................................................................. 30

Appendix E : .................................................................................................................................................................................................................................................................. 31
BACKGROUND

Subway is an American restaurant franchise primarily sells submarine sandwiches (subs), salads, and
personal pizzas. It is owned and operated by Doctor's Associates, Inc. (DAI). It was founded by Fred
De Luca and Peter Buck in 1966, when they opened the second Subway restaurant.Subway is one of
the fastest growing franchises in the world with approximately 34,187 restaurants in 95
countries/territories as of March, 2011.

 It is the largest single-brand restaurant chain globally and is the second largest restaurant
operator globally after Yum! Brands (35,000 locations)
 Objective is to become #1 Quick service restaurant
 The SUBWAY® franchise was named the #1 franchise in category among franchises with
worldwide operations in the 2010 Franchise 500
 Adopted franchise model for international Operations and they try to have Unique store
locations

Bhubaneswar is the capital of Indian city of Orissa. It is a largely residential city with outlying
industrial areas. The city has a large number of regional corporate offices, educational institutes and
software firms. The metro area of the city has a population of around 19, 00,000 with a large student
and young professional population.

LITERATURE REVIEW

We studied some current literature and news reports available on the growing fast food market in
India. There is a huge potential in the fast food market that is just starting to boom in India. According
to a report published by market research firm RNCOS in April 2010, titled ‘Indian Food and Drinks
Market: Emerging Opportunities’ the Indian food and beverages market is expanding rapidly and is
projected to grow at a compound annual growth rate (CAGR) of about 7.5 per cent during 2009-13
and would touch US$ 330 billion by 2013. The Indian fast food market is growing at an annual rate of
25-30 per cent; according to a report published by market research firm RNCOS in September 2010,
titled ‘Indian Fast Food Market Analysis’. Foreign fast food chains are aggressively increasing their
presence in the country. There is a great belief in the India growth story with the Increase in income
level and presence of rising middle class. This combined with the Increasing health consciousness
among consumers of fast food presents unique opportunities for a fast food chain like SUBWAY in
India. Thus, this area presents a huge marketing opportunity for companies and so is an exciting
subject for study as well more so in the localized environment of Bhubaneswar.

THE CATEGORY

Fast Food is the term given to food which can be prepared and served pretty quickly. While meals
prepared with low preparation time can be considered fast food, typically it represents food sold in a
restaurant or store with low quality preparation and served to the customer in a packaged form or
takeout. Outlets may be stands or kiosks which may provide no shelter or seating. Franchise
operations which are part of restaurant chains have standardized foodstuffs shipped to each restaurant
from central locations. According to an industry body and E&Y study on the Indian food industry
called 'Flavours of Incredible India – Opportunities in the Food Industry', published in October 2009,
investment opportunities in the Indian food industry are set to shoot up by a huge 42.5 per cent to US$
181 billion in 2015 and to US$ 318 billion by 2020.

Fast food is one of the world’s largest growing food types. India’s fast food industry is growing by
40% a year and is expected to generate a billion dollars in sales by 2005.The multinational segment of
Indian fast food industry is up to Rs. 6 billion, a figure expected to zoom to Rs.70 billion by 2005. By
2005, the value of Indian dairy products is expected to be Rs.1, 00,000 million. In last 6 years, foreign
investment in this sector stood at Rs. 3600 million which is about one-fourth of total investment made
in this sector. Because of the availability of raw material for fast food, Global chains are flooding into
the country.

MARKET SIZE & MAJOR PLAYERS

Dominated by McDonalds, it has as many as 88 outlets. Domino’s pizza is present in around 100
locations. Pizza hut is also catching up and it has planned to establish 125 outlets at the end of 2005.

Subways have established around 200 outlets. Nirulas is established at Delhi and Noida only.
However, it claims to cater 50,000 guests every day. The major players in fast food are:
The main reason behind the success of the multinational chains is their expertise in product
development, sourcing practices, quality standards, service levels and standardized operating
procedures in their restaurants, a strength that they have developed over years of experience around
the world. The home grown chains have in the past few years of competition with the MNCs, learnt a
few things but there is still a lot of scope for improvement.

MARKETING OBJECTIVE

“To determine the viability of Subway store in Bhubaneswar and find its potential target
consumers. “

Bhubaneswar was meant to house the state's machinery and hence was designed to be a largely
residential city with outlying industrial areas. With the economic liberalisation policy adopted by the
Government of India in the 90s, Bhubaneswar received large investments in the fields of
telecommunications, IT and higher education, particularly engineering. The city is home to around 60
engineering colleges (as of 2009) and the number is growing every year. The city is also home to
many tutorials and coaching institutes who prepare students for various entrance exams. Recent times
have seen large scale retail chains such as Reliance, Vishal MegaMart, Big Bazaar, Pantaloon, Pal
Heights, Indulge, New Leaf, Habib's, has opened outlets in Bhubaneswar. DLF Limited is developing
an Infopark spread over an area of 54 acres (220,000 m2) in the city. Forum Mart shopping malls is
constructing another Shopping mall named Forum Lifestyle mall a 550,000 sq ft (51,000 m2) lifestyle
mall in Bhubaneswar with 1,200 car parks. Such large scale urbanization being in the pipeline
Bhubaneswar should and would be a pretty big market for all the fast food players. Through our
Market Research project we are trying to get a clearer picture on whether SUBWAY can be viable in
this potentially booming market in Bhubaneswar.

RESEARCH OBJECTIVE

 To determine the factors which are important for consumers of fast food

 To identify potential customers for SUBWAY

The research objective is to find out what are the factors which influence the preferences of
consumers of fast food. The study focuses on those factors which would influence the potential
consumers and to see whether SUBWAY can satiate those needs. We are evaluating the strengths and
weaknesses of the SUBWAY brand as per the consumer opinion. We want to also have a look at the
possible customer segment for SUBWAY. Overall we are trying to infer our marketing objectives
through the analysis of our research objectives.
CONCEPTUAL FRAMEWORK

Convert
the
Identify other
Subway's parameters
opportuniti
focus: for success in es into high
Service and Bhubaneswar sales
product market volume
Increasing health innovation
consciousness among
consumers of fast food
Increase in income level and
presence of rising middle class

The conceptual framework underlying the study of the shift in the consumer’s mind set is influenced
by a lot of factors as shown in the diagram above. It illustrates the macro effects of the increase in
income level and the impending rise of the middle class. It also documents how there is an increasing
trend of health consciousness among the consumers of fast food, which complements pretty well with
SUBWAY’s offering of high quality service with product innovation. We are looking at how all these
opportunities could be converted into high sales if SUBWAY enters the Bhubaneswar market

KEY INFORMATION AREAS

 Demographics
Here we are focusing on the customer and the type of customer who would like to visit
SUBWAY outlets. We would like to know the income levels the age groups which would
be interested and what each demographic segment are looking for when it comes to fast
food and how SUBWAY is viewed by them.
  Pricing
We are looking at the price sensitivity of the potential customers and how much they
might be willing to forego in terms of their expenses on fast food. We are trying to see
whether SUBWAY’s price points would fit in with customers’ price requirements.

 Looking at the Health perceptions on buying decisions

As SUBWAY has positioned itself as fast food outlet with a health perspective it is
necessary to know how much this is valued by the potential target segment.

 Service features
Any fast food joint would be judged on its service features as it is an integral part of such
fast food chains. Here we try to get a picture of the customer expectations as well as their
perception of SUBWAY on these service features.

 Product Offering
The product offering is equally important and we try to get a feel for the consumer
perceptions of the different product features and their opinion regarding SUBWAY I
meeting their expectations.

 Brand Image
Based on the perception of a brand, each customer will have certain expectations from the
brand. We need to study what these expectations are and what are the factors, which help
in meeting those expectations.

RESEARCH METHODOLOGY

TARGET GROUP

Since we were studying the fast food category there are three groups that we targeted in our study:

1. Consumers of fast food.

2. Non-Consumers who have health considerations with respect to food.

We basically studied the following categories of people for our analysis:

  Working professionals
 Youths in the age group of 25-40 with high disposable income
 Students and other youth about to join service or start up on their own
 First year students of XIMB were also considered for the study

METHODOLOGY

The attempt of this study was to cover the viability of SUBWAY in Bhubaneswar, the coverage
included quantifying or finding the strong and the weak attributes that leads to sales in this category
hence the methodologies used are:

 Focus Group Discussions (1)

 Survey methodology (Sample Size = 60)

While the group observation and discussion helped us to identify the qualitative aspect of the study at
length the survey methodology helped us to reach to a various inferences related to percentage of
people preferring fast food and what are they looking at from a fast food provider, the primary drivers
for the fast food segment, the strengths and weaknesses of the brands, stochastic share of brands etc.
which is discussed in detail in the report at a later part.

PROCESS
Since we are targeting customers in Bhubaneswar our survey had to be confined to the regional level.
The focus of our survey shall be:

 Respondents from Bhubaneswar Prime target study

 Home town in Bhubaneswar but currently living in other places

Online questionnaire: We used this as our method for collecting data so as to reach customers from
all possible segments and various cities.
SAMPLING

 For the qualitative analysis, i.e. focus groups discussion, subjects were selected based on their
fast food consumption habits from the first year student community of XIMB.
 For the quantitative analysis, an online questionnaire was floated on the internet as we sought
to seek respondents from a wide variety of backgrounds. Social networking sites were used to
get feedback from the target segment

Sample Size

Around 68 people were included in the study with the following rough breakup.

 Around 8 for the focus group discussions (Qualitative Analysis)

 Around 60 people for the Sample survey (Quantitative Analysis)

Aspiring groups comprising of students, young working people and executives were considered.

VARIABLES

The variables that were considered for analysis with regards to our analysis are:

Age: Age of respondents

Gender: Gender of respondents

Employment: Employment related information

Income: Income level of the respondents

Weekly spending on fast food: Current level of spending on fast food

Price for taste: Requirement in terms of price as against taste

Trust in ingredients: How customers perceive the authenticity of ingredients

Hygiene factors: Cleanliness and other hygiene factors

Location: Store location

Hospitality: Service parameter in terms of reactions of service staff

Taste: Taste of the food

Customization: Impact of customization on consumer preferences

Menu diversity: Importance of diversity in menu offerings

Share of mind: Share of mind of SUBWAY

We had come up with these variables after much brainstorming among the group. We felt that these
variables would cover all of the aspects required to help us get an accurate conclusion from our
analysis.

QUALITATIVE ANALYSIS

Qualitative Analysis was carried out using focus group discussions to generate hypothesis about fast
food eating habits of people and how different factors affect their decision. Qualitative analysis will
be helpful for getting a detail insight into the problem.

FOCUS GROUP DISCUSSION

Group Demographics:

Occupation: Students at XIMB

Age Group: 22 to 26

Sex Distribution:5 M and 3 F

Venue:XIMB

Date: 20/03/2011

Time: 11 PM
Observations:

Category Attitude ( Towards Fast Food )

 All the respondents liked fast food.

 Most of the respondents were aware of the health concerns related to fast food .

However Fast food was still preferred as

 It Taste’s good
 It is easily available and affordable
 Perception that moderate fast food habit is not that injurious to health

 On an average an individual has fast food outside once or twice a week, spending on a
average of 300 to 400 INR per week.
 Most were non vegetarian. Out of the vegetarian most were female.
 The main reason for loyalty towards a particular fast food chain was :
 Taste
 Service
 Price
 Convenience
 The preferred fast food was Pizza, Pastaand Burger. ( Note : There was no preference
for sandwiches )

Brand Perception and Awarenesssssss

• All respondents knew of Subway . Out of 8 , 6 had visited Subway at least once.

• The main perception of Subway are :

– Good alternative for regular fast food outings

– Healthy ingredients

– Niche product
 – Customization of product

– Too costly for a sandwich in Indian consumer perspective.

– Continental in nature with distinct lack of Indian taste and flavor.

• The main suggestions for improvement are :

– Introduce Indian flavor and taste.

– Decrease the price and introduce small variants of sandwiches.

– Increase brand awareness.

– Should build on the salad ingredient as most like it.

– Introduce two services – one standard sandwich and the other customized variant.

SUMMARIZED RESULTS OF THE FOCUS GROUP DISCUSSION

There were some very interesting findings that came out during the FGD. Most of the
respondents did not prefer sandwiches in their fast food menu, sandwich is the primary item
of Subway . Also they had reservation regarding the lack of Indian taste and flavour content
in Subway’s food items and the high price charged.

QUANTITATIVE ANALYSIS

Quantitative data analysis has been done in the following way. An Excel Analysis of the demographic
profile was done first to understand the respondents’ background and to check the general attributes of
the respondents. Then the Factor Analysis was done, the result of which has been explained below.
Then Jaccard Analysis was done to find out the primary drivers for the luxury watches category. It
was followed by stochastic share analysis and SWOT analysis. We also performed a stochastic
analysis with regard to brand preference of the customers. This is how an extensive quantitative
analysis for our research was done.

DEMOGRAPHIC DETAILS

SAMPLE SIZE: 6
UNIVARIATE ANALYSIS

 GENDER

Gender
Female
12%

Male
88%

The respondents composed of 12% female respondents and 88% males in total sample of
60 respondents

 Age-wise breakup of respondents

Age group
36-50 >50 10-18
0% 2% 0%

19-24
48%
25-35
50%
 Most of the respondents were in the 25-35 age category with 60% of the respondents
being in that range. Majority of the other 50% chunk were from the 19-24 age range.

 Monthly Income data

Monthly Income

>25000
23%

<6000
15000-25000 60%
10%

6000-15000
7%

Most of the respondents were students hence income levels were low. Around 60% of the
sample has less than 6000 Rs monthly income. Around 23% of the population has income
greater than 23%.

 Liking for fast food

Do you like fast food?

No
10%

Yes
90%

90% respondents liked fast food.

 Spending on fast food

Weekly spending on fast food

< 100 101-500 501-1000 >1000

5% 7%

25%

63%

63% of the respondents spend around 101-500 Rs on fast food weekly. This is good in
SUBWAY’s perspective as their price range is compatible to the weekly spending.

 Share of Mind

Subway
McDonald 17%
24%

Dominos
22%
KFC
17%

PizzaHut
20%

Pretty evenly spaced out in terms of share of mind.Even though SUBWAY has the lowest
among all the other fast food brands with 17% share of mind.
 Attribute preference

60

50

40

30

20 Not preferrred
Preferred
10

We see the preference for various attributes. To note, with regards to Customization
which is considered a strong point for SUBWAY the consumer preferences are neutral.
Taste is most preferred, Hygiene, Price and Hospitality also having high ranking.

 Fast food category preference

45
40
35
30
25
20
15
Preferred
10
5 Not preferrred
0
 Pizzas are highly preferred. The category which SUBWAY Is in i.e Sandwiches is
towards the lower end in terms of preferences with around 23 people preferring
Sandwiches. Pizzas are preferred by 40 respondents.

FACTOR ANALYSIS

Factor Analysis seeks to resolve a large set of measured (manifest) variables in terms of
relatively few categories known as factors. It examines the overall association amongst
variables.

Factor analysis is a data reduction technique that aims at grouping the input variables, which
have dependency with each other, into factors that underlie the input variables.The extraction
method chosen for factor analysis was Principal Component matrix. This is the most popular
technique for factor analysis, which determines loadings of variables on different factors by
using the standard normal values of the observations of the original input variables. The
rotation method used is Varimax with Kaiser Normalization.

Variables considered for the factor analysis in our case are

 Hospitality
 Location
 Menu Diversity
 Price
 Customization
 Frequency per week
 Weekly Spending
 Income
 Taste
 Trust
 Food Preference
 Hygiene
Findings of Factor Analysis :

For detail of Factor table and SPSS output referAppendix A.

A total of four major factors were found which can be described as below.

Factor 1:- Franchise Characteristics

Factor Variables:Hospitality, Location, Menu Diversity & Best Price to taste .

Factor 2:- Share of wallet

Factor Variables: Weekly spending on fast food & frequency of visiting

Factor 3:- Individual Characteristics

Factor Variables: Income, taste & Trust of ingredients

Factor 4:- Aesthetics

Factor Variables:Food Preference & Hygiene

CLUSTER ANALYSIS

Cluster analysis is a technique, which groups persons/objects/occasions into unknown num-

ber of groups such that the members of each group are having similar characteristics/
attributes.

Variables Considered for cluster analysis in our case are

• Taste
• Location
• Hospitality
• Price per taste
• Customization
• Menu diversity
• Hygiene factors
Findings of Cluster Analysis :

With a Euclidian distance of 11 , four major Clusters were identified through SPSS software.

Cluster 1:-

 Majority are teenagers & unemployed

 Hygiene is the least dominant factor
 Respondents displayed high preference for high burgers & Indian fast food

Cluster 2:-

 All are Non vegetarian

 Low preference for the attribute “taste” and pizzas.
 Customization of item is given very high importance
 High loyalty towards McDonalds

Cluster 3:-

 These are the people who frequently go for fast foods

 Potential customers who prefer subway to a large extent compared to its competitors
 Indian fast food is the primary favorite item for the respondents in this cluster
 Subway should target this segment to have edge over competitors

Cluster 4:-

 Taste is a primary important factor followed by another attribute “Hygiene”

 Low priority for customization of fast food
 Pizzas are favorites food items for respondents in this group and this trend is
followed by cookies & chocolates
 Average monthly income is Rs. 10000
  Loyal to Pizza hut

JACCARD ANALYSIS

Jaccard analysis is the market research technique to identify the category drivers of an
industry in a defined market. It gives a clear picture regarding which are the attributes that
customers are more inclined to. Thus concentrating on these attributes will give the
competitive edge and hence help increase the market share. The analysis is based on the
customer preferences regarding brands and their attributes and captures which are the
attributes customers prefer and which are the brands they prefer in those attributes. The data
thus collected is categorized into three groups,

YY: implies those who prefer the brand as well as associate the brand with the specified
attribute

YN: implies those who prefer the brand but do not associate the brand with the specified
attribute.

NY: implies those who do not prefer the brand at all but still associate the brand with the
specified attribute.

NN is not considered as it does not provide any satisfactory information regarding

preferences pertaining to attributes and brands in which these attributes are positioned.

Finally the Jaccard score is computed as,

Jaccard Score = YY/(YY+YN+NY)

The attributes are ranked based on their Jaccard scores and attributes with higher Jaccard
scores are considered as the category drivers in the market.

In the case of our market research regarding ‘Viability of Subway in Bhubaneswar’, we have
tried to analyse and find out the category drivers in Fast food industry in Bhubaneswar
market. The attributes that we have considered for our analysis are:

 Taste
 Location
 Hospitality
  Best price for quality (Value for money)
 Customization
 Menu Diversity
 Trust
 Hygiene factors.
Subway and its rank is compared with that of its competitors for capturing the brand
preference. The Competitors that we have considered are:
 Dominoes
 Pizza hut
 KFC
 McDonald

For calculation of the Jaccard scores refer Appendix C

Findings of Jaccard Analysis

From the analysis, we observed that Taste, Price and Hygiene are the factors that got the
higher Jaccard scores over others. Thus, we ranked these three as:

1. Taste
2. Hygiene
3. Price

Alsowe can conclude that Subway is lagging behind other brands in these category drivers
and Dominoes is the clear favourite among the customers of Bhubaneswar with McDonald
coming as close second (although there is no McDonald in Bhubaneswar, still customers are
preferring its existence over Subway).

SWOT ANALYSIS

SWOT ( Strength , Weakness , Opportunity and Threat ) analysis is done to understand the
relative strengths and weakness of elements/attributes.

In case of our market research the below 8 attributes were considered for SWOT analysis.
  Taste
 Location
 Hospitality
 Best Price for taste
 Trust the ingredients
 Customization for Item
 Menu Diversity
 Hygiene

Findings of SWOT Analysis :

For detail calculation of SWOT scores refer Appendix B.

From the results it is clear that Subway has scored low in Taste, Hygiene,location,Hospitality
and Best price for taste attributes. Point to be carefully noted here that Taste, Hygiene and
Best price for taste are category drivers in fast food industry as determined by Jaccard
analysis.Subway however fared well in Trust the ingredients, customization of item and menu
diversity. From the above results, the strengths, weakness, opportunity and threat for
Subways compared to its competitors in various attributes are inferred as given below

•Trusting the
ingredients •Taste
•Customization of •Hygiene factors
an item

Strengths Weakness

Opportunities Threats

•Menu Diversity
•Location
•Hospitality
•Best price for Taste
STOCHASTIC ANALYSIS

Stochastic share analysis is a market analysis technique to find out the consumer share of
mind for a given brand. Market share is an indicator of how much percentage of market is
being captured by a brand but it gives no idea about how much successful a brand has been in
capturing consumer’s mind. This is where stochastic share is very useful.

In our analysis, we have used stochastic analysis to find the consumer’s share of mind
occupied by Subway, Dominos, Pizza Hut, KFC and McDonald.

Findings of Stochastic Analysis :

Refer Appendix D for the Stochastic score calculations.

• Subway with just 16.67% occupies the lowest share in consumer minds.

• Other fast food chains like Dominos, McDonald and PizzaHut occupy a much higher
share of consumer’s mind.

• This analysis shows that Subway as a brand has been able to leave a very little impact
on consumer’s Mind.

The low value of stochastic scores suggests that subway has a brand carries very little
share of consumer’s mind. This can be attributed to the low preference for sandwiches
among the surveyed consumers. Around 60% of the consumers surveyed didn’t like
sandwiches but close to 70% of the surveyed consumers exhibited a high preference
for fast food items like Pizza.

SUMMARIZED RESULTS OF THE QUALITATIVE RESEARCH

• From the Jaccard analysis, it’s clear that Subway scores very low in the primaryCategory
drivers. This means, people don’t associate Subway with the attributesthat drives the fast
food category.
• Subway occupies the lowest share of consumer’s mind as compared to otherFast food
chains that were being studied.

• Taste which is the most important attribute that drives the fast food categoryis the
weakness for subway.

CONCLUSION

From the qualitative and quantitative analysis it can be concluded that

“Subway in Bhubaneswar is not a viable option”

The main areas where Subway need to improve upon in building a brand in Bhubaneswar is

a. Indianise the taste of its food items

b. Reduce the cost and bring in small variant of the sandwich

LIMITATIONS OF THE RESEARCH

• The data for this analysis has been collected from an online survey. Hence, the research was
limited in its scope to people who have access to Internet. Since majority of students,
professionals and executives are heavily dependent on the Internet these days, we feel we
have captured the target segment effectively.
Appendix

Appendix A :

Factor Analysis ( SPSS data )

Factor Loading

Component

1
2 3 4 5
Hospitality .816
Location .810
Menu_Diversity .639
Price .583 .494
Customization .427
Freq_Fastfood_Week .855
Week_Spending .838
Income .690
Taste .453 .586 .407
Trust .545 -.557
Food_Pref .841
Hygiene
-.432

Variance explained by components

Extraction Sums of Squared Rotation Sums of Squared

Initial Eigenvalues Loadings Loadings
Compo % of Cumulati % of Cumulati % of Cumulati
nent Total Variance ve % Total Variance ve % Total Variance ve %
1 3.463 24.734 24.734 3.463 24.734 24.734 3.041 21.721 21.721
2 2.220 15.855 40.589 2.220 15.855 40.589 1.941 13.867 35.589
3 1.433 10.239 50.828 1.433 10.239 50.828 1.575 11.250 46.839
4 1.231 8.795 59.623 1.231 8.795 59.623 1.502 10.726 57.565
5 1.168 8.340 67.963
6 .883 6.307 74.270
7 .781 5.580 79.850
8 .682 4.872 84.722
9 .519 3.706 88.427
10 .491 3.507 91.935
11 .374 2.674 94.609
12 .291 2.081 96.690
13 .261 1.865 98.555
14 .202 1.445 100.000
Appendix B :

SWOT analysis

The results showing % of people associating an attribute with a particular brand :

Attribute
Subway Dominos Pizzahut KFC McDonanld Avg.
Base 60 60 60 60 60
Taste 11.60 14.23 14.90 12.55 13.72 13.40
Location 8.80 10.98 11.00 9.67 10.55 10.20
Hospitality 9.83 12.10 12.57 10.35 11.65 11.30
Best Price for taste 10.10 12.23 12.45 10.73 11.98 11.50
Trust their ingredients 8.80 10.27 10.68 8.65 10.35 9.75
Customization of an item 7.87 9.62 9.78 7.92 9.32 8.90
Menu Diversity 9.07 10.77 11.30 9.25 11.12 10.30
Hygiene 10.12 12.55 12.93 10.83 12.57 11.80
Brand Avg. 9.52 11.59 11.95 9.99 11.41 10.89

Table that shows the difference between relative attribute distance and relative brand distance

Subway Dominos Pizzahut KFC McDonanld

Taste -0.43 0.13 0.44 0.05 -0.20 0.00
Location -0.03 0.08 -0.26 0.37 -0.16 0.00
Hospitality -0.10 0.10 0.21 -0.05 -0.16 0.00
Best Price for taste -0.03 0.03 -0.11 0.13 -0.03 0.00
Trust their ingredients 0.42 -0.18 -0.13 -0.20 0.09 0.00
Customization of an item 0.34 0.02 -0.18 -0.08 -0.10 0.00
Menu Diversity 0.14 -0.23 -0.06 -0.15 0.30 0.00
Hygiene -0.31 0.05 0.07 -0.07 0.25 0.00
0.00 0.00 0.00 0.00 0.00 0.00
Appendix C :

JACCARD analysis

The findings from Jaccard Analysis and the Jaccard Scores are tabulated below:

Attributes Jaccard Score

Taste 0.373626374
Location 0.311111111
Hospitality 0.324786325
Best Price 0.329113924
Trust 0.274509804
Customization 0.214689266
Menu Diversity 0.296296296
Hygiene Factors 0.352941176

The scores of respective brands in the above mentioned attributes are tabulated below:

Jaccard
Attributes Score Subway Dominoes Pizzahut KFC McDonald
Taste 0.373626374 0.290909 0.4 0.442308 0.358491 0.37931
Location 0.311111111 0.27907 0.326086957 0.340909 0.333333 0.28
Hospitality 0.324786325 0.234043 0.361702128 0.409091 0.282609 0.34
Best Price 0.329113924 0.204082 0.444444444 0.3125 0.333333 0.36
Trust 0.274509804 0.333333 0.285714286 0.268293 0.139535 0.357143
Customization 0.214689266 0.181818 0.285714286 0.194444 0.176471 0.230769
Menu Diversity 0.296296296 0.3 0.234042553 0.365854 0.261905 0.326087
Hygiene
Factors 0.352941176 0.226415 0.392156863 0.4375 0.294118 0.423077

Appendix D :

Stochastic analysis

The findings of the stochastic analysis is tabulated below:

 Stochastic
% Preferred Set Ratio Share
Prefer Subway 33.33% 2 17% 16.67
Prefer Dominos 43.33% 2 22% 21.67
Prefer PizzaHut 40.00% 2 20% 20.00
Prefer KFC 35.00% 2 18% 17.50
Prefer
McDonald 48.33% 2 24% 24.17

Appendix E :

Questionnaires

1. What is your Name ?

2. Gender?

Male

Female

3. Age Group?

10-18

19-24

25-35

36-50

>50
4. Employment Status?

Student

Employed Individual

Self-Employed

Housewife

Others

5. Monthly Income?

<6000

6000-15000

15000-25000

>25000

6. Food Preference?

Vegetarian

Non-Vegetarian(includes selected Veg)

7. Do you like fast food?

Yes

No

8. If No, What is the reason?

9. Do you think fast food has the adverse effect on health?

Yes

No

Can't Say

10. How frequent you go out for fast food in a week?

Never

Once a Week

Twice a Week

Almost everyday

11. How much money (in Rs) on an average do you spend per week on fast foods?

< 100

101-500

501-1000

>1000

12. Choose you preference of fast food restaurant? (1- Most Preferred, 5- Least Preferred)

1 2 3 4 5
Subway
Dominoes
Pizza Hut
KFC
Mc Donald
13. Specify the reason why you want to re-visit a particular fast food restaurant ? (1- Most
Preferred, 5- Least Preferred)

1 2 3 4 5
Taste
Location
Hospitality
Best Price for Taste
Trust their
Ingredients
Customization of an
Item
Menu Diversity
Hygiene Factors

14. Which of these attributes do you attribute with any of the following brands.

Subway Dominos Pizza Hut KFC McDonalds

Taste
Location
Hospitality
Best Price for Taste
Trust their
Ingredients
Customization of an
Item
Menu Diversity
Hygiene Factors

15. Specify your level of preference for below fast food items? (1- Most Preferred, 5-Least
Preferred)

1 2 3 4 5
Chinese fast food
(Chowmin, etc.)
Burgers
Pizzas
Sandwiches
Pastas
 1 2 3 4 5
Indian Fast Food
(Kebabs, Street foods
etc.)
Cookies &
Chocolates
Others