Brand Equity of Fast Food Restaurants

Only available on StudyMode
  • Download(s) : 162
  • Published : May 10, 2013
Open Document
Text Preview
4.1Gender Sample Size

Table 4.1

Gender| Number|
Male| 50|
Female| 50|

Figure 4.1

4.2 Age Group Sample Distribution

Table 4.2

Age| Number|
<20| 30|
20-30| 46|
Above 30| 24|

Figure 4.2

4.3 Familiarity of various fast food restaurant brands

Table 4.3

| | Frequency| Percent|
Valid| KFC| 28| 28.0|
| McDonalds| 23| 23.0|
| Dominos Pizza| 13| 13.0|
| Pizza Hut| 17| 17.0|
| Cafe Coffee Day| 19| 19.0|
| Total| 100| 100.0|

Figure 4.3

Interpretation: From the above study on the familiarity of fast food restaurants, we can see that KFC has the highest familiarity (28%) and McDonalds stands second with 23%. Cafe Coffee day has a familiarity of 19% where as Pizza hut and Dominos Pizza has 17% and 13% respectively.

Inference: From the study of familiarity, it can be understood that, KFC is most familiar. This projects the importance of marketing communications to make brand name popular. Dominos Pizza is least familiar and this gives them a warning to strengthen their marketing communication strategies.

4.4 Favorability of various fast food restaurant brands

Table 4.4

| | Frequency| Percent|
Valid| KFC| 27| 27.0|
| McDonalds| 29| 29.0|
| Dominos Pizza| 13| 13.0|
| Pizza Hut| 13| 13.0|
| Cafe Coffee Day| 18| 18.0|
| Total| 100| 100.0|

Figure 4.4

Interpretation: From the above study on the favorability of fast food restaurants, we can see that McDonalds has the highest favorability (29%) KFC stands second with 27% of favorability. Cafe Coffee day has a favorability of 18% where as Pizza hut and Dominos Pizza has 13% favorability.

Inference: From the study of favorability, it can be understood that, KFC is most favored by people because of many reasons such as reach, low price etc. Customer preferences play a crucial role in becoming a brand favored.

4.5 Brand Loyalty to various fast food restaurants

Table 4.5

| | Frequency| Percent|
Valid| KFC| 30| 30.0|
| McDonalds| 27| 27.0|
| Dominos Pizza| 11| 11.0|
| Pizza Hut| 15| 15.0|
| Cafe Coffee Day| 17| 17.0|
| Total| 100| 100.0|

Figure 4.5
Interpretation: In the case of brand loyalty, KFC have highest number of loyal customers (30%), followed by McDonalds (27%), Café Coffee day (17%), Pizza hut (15%), and Dominos Pizza (11%).

Inference: KFC is highly favorable brand and they have the highest number of loyal customers because of their quality of food and affordable product profiles. McDonalds stands second in brand loyalty with their affordable products and maximum number of outlets. Café Coffee day is third for loyal customers because of their good ambience and visibility factor.

4.6 Brand preference of Customers among various fast food restaurants

Table 4.6
| | Frequency| Percent|
Valid| KFC| 31| 31.0|
| McDonalds| 29| 29.0|
| Dominos Pizza| 7| 7.0|
| Pizza Hut| 17| 17.0|
| Cafe Coffee Day| 16| 16.0|
| Total| 100| 100.0|

Figure 4.6

Interpretation: KFC (31%) and McDonalds (29%) is the first two brands preferred to take their best friends or family by the sample. Pizza Hut stands third with 17%, followed by Café Coffee Day (16%) and Dominos pizza (7%).

Inference: Brand preference shows, what image the customer would like to portray. Most of the youth would like to refer or take their friends to KFC or McDonalds, because of many reasons such as affordable prices, familiarity, different product mix, and ambiance provided etc. Pizza Hut is a family brand, so most of the customers are married people, and also they prefer their family get together there too. Cafe Coffee day provides a very peaceful ambiance and most of the corporate people refer the cafe coffee day for...
tracking img