Student Preferences Regarding Fast Food

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  • Topic: Fast food, Fast food restaurant, KFC
  • Pages : 6 (1681 words )
  • Download(s) : 2407
  • Published : August 28, 2011
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Executive Summary
We were interested to find out student preferences regarding fast food. We have conducted a survey at a well-known college in the Klang Valley to find out students preferences regarding fast food. The survey was conducted for about 1 week. 50 respondents were randomly selected and interviewed with 24 female and 26 male

A related literature review showed that most of the younger respondents prefer Domino’s for home orders followed by others fast food outlet in India 2007. Their preference to visit a particular fast food outlet is influenced by friends in 93 percent followed by other factors.

The survey revealed that consumers predominantly were between below 20 and more than 26 years of age. It’s about 26 people 20 to 22 years of age, 20 people below 20 years of age, 3 people 23 to 25 years of age and 1 people only more than 26 years of age. In the research, 100 percent who the student involves in the fast food it mean 50 respondents have eaten fast food. We have 5 choices fast food and the result is 64 percent choose McDonalds over others fast food outlet, 28 percent KFC, 4 percent Wendy’s, 2 percent Burger King, and 2 percent Carl’s Jr. It show different people have different preferences regarding fast food. The analysis of the findings revealed that Majority respondents have chosen McDonald’s and KFC as their preferences fast food outlet. Most of the respondents have rate good for the quality of foods of their preferences fast food outlets. Some of the respondents’ rate a poor for the service and the price of the food of their preferences fast food outlet. They normally go fast food outlet with their friends to build their relationship. McDonald’s and KFC should give more promotions such as discounts or free vouchers to students who are in the Klang Valley since the majority of respondents like to visit the fast food outlets. The fast food outlets should produce more products that have higher nutritional value. The fast food outlets should also launch or produce set value meals that are worthy and attractive. The staff at the fast food outlets should give the best service to the customers, for example, they should provide prompt service and always be polite.

Introduction

This introductory section includes the background of the problem, statement of the problem, purposes of the study, and scope of the study.

Background
We were interested to find out student preferences regarding fast food. We have conducted a survey at a well-known college in the Klang Valley to find out the above.

Statement of the Problem
The focus of this study was to determine (1) student preferences regarding fast food, and (2) the recommendations on ways to improve the services.

Purposes of the Study
The purposes of this study were as follows:
❖ To determine the students preferences regarding fast food. ❖ To determine how often does the students visit to their favourite fast food outlet. ❖ To help the fast food outlet improve their services by relevant recommendation providing.

Scope
The scope of this study included analyses of student preferences regarding fast food. The study was limited to a college in the Klang Valley.

Related Literature

The literature on studies of students’ preference regarding fast food is extensive. While this broad expanse of research was generally helpful, one recent studies of consumer were found to be especially valuable for this study.

A study entitles consumer perception about fast food in India: an exploratory study which was conducted by Anita Goyal and N.P. Singh in 2007. The study consisted of 200 Indian youth from New Delhi in the age group of 20 to 27. It was found that the consumer preferences regarding fast food mostly are McDonalds. Most of the younger respondents prefer Domino’s for home orders followed by others fast food outlet. Their preference to visit a particular fast food outlet is influenced by friends...
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