Fast Food Marketing Research

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1.0 Introduction

Fast food restaurants are playing an important role for people who are seeking for great value, cheaper price and within the shortest period of time. However, ingredients for fast food are usually cooked by using cheap industrial oils, usually deep fried or re-heated in a microwave. All these methods keep the overheads down and the preparation costs to a minimum, ensuring that the food can be sold at rock bottom prices, while the outlets still manage to make a hefty profit. This report has indicated the problems that SEAFOOD TAKEAWY store currently facing by using secondary data searches and providing a marketing research process to improve on their quality of the products and service.


SEAFOOD TAKEAWY provides fish & chips, sandwiches, hamburgers, salads and soft drinks which located in Pineland shopping center, Sunnybank Hills, Brisbane. According to the staff MR. Lin says that the store was established in year 2008 and their main customers are always from office workers, blue-collar workers, students and people who live in a size of big families. The range of the food on their menu is variety and the price is reasonable for the customers. The mission for SEAFOOD TAKEAWY is to provide good quality food to the customers with low cost.

3. Marketing Research Process

“Marketing research is defined as the systematic and objective process of generating information to aid in making marketing decisions. This process includes specifying what information is required, designing the method for collecting information, managing and implementing the collection of data, analyzing the results, and communicating the findings and their implications.” (Zikmund, Ward, Lowe & Winzar, 2007) As the mission for SEAFOOD TAKEAWAY is to provide good quality food, the store should establish the need for marketing research to find out what the customers want and what they are expecting on the take away.

1. Define the Problem

A research process begins with problem discovery. Identifying the problem is the first step toward its solution. In general usage, the word “problem” suggests that something has gone wrong (Zikmund, Ward, Lowe & Winzar, 2007). In marketing research, the adage ‘a problem well defined is a problem half solved’ is worth remembering (Zikmund, Ward, Lowe & Winzar, 2007). This adage emphasis that an orderly definition of the research problem lends a sense of direction to the investigation. Now days, more and more people are concerning about the nutrition of eat health, there are more people willing to choose low calories and higher nutrition food instead of paying less to get deep fried foods. As the SEAFOOD TAKEAWAY is providing the fast foods, like all others fast food restaurant does. They are usually cooked by using cheap industrial oils, usually deep fried or re-heated in a microwave. Therefore, the main problem for SEAFOOD TAKEAWAY store is about losing on their customers who might think that eating fast food is bad for their health. The store needs to gather more information on their customer’s perception on the food which they provided and ingredient choose might be adopted after the decision has been made. 2. Research Objective

According to Lowe (2007) a researcher must initially decide precisely what to research. After identifying and clarifying the problem, with or without exploratory research, the researcher should make a formal statement of the problem and the research objectives. This statement delineates they type of information that should be collected and provides a framework for the scope of the study. Davis (2008) states that obesity rates have more than doubled in the past decade and tripled since 1970 (Paxson et al. 2006). The consequential health risks include asthma, hypertension, type 2 diabetes, cardiovascular disease, and depression (Cawley 2006). Those who eat fast food consume more calories than those who do not eat...
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