Marketing Final Project
1
National Chiao Tung University
Department of Management Science
Fast Food Preference Brand For
NCTU Students
Marketing Final Project
Spring Semester
June 13 2013
Student :
0013108 王亭予
0013109 王亭雅
0013128 葉眉君
0013132 謝巧玲
Supervisor :
Prof. Charles V. Trappey
2
Table of Contents
1. Introduction
1.1 Project Objectives
3
1.2 Target Group
3
1.3 Research Question
3
2. Literature Review
2.1 The image, mission, market goal of three restaurants
3
2.2 Previous Data
5
2.3 Hypotheses
5
3. Methodology
5
4.Result
6
5. Discussion and Conclusion
7
6.References
8
7.Appendix
8
AppendixA
10
AppendixB
12
AppendixC
15
3
1. Introduction :
1.1Project Objectives
We select MOS , Burger King, McDonald to be the objectives of our survey because they have much more popularity in the field of fast food restaurant. We want to test that what kind of factors would affect people, especially the youth, to choose between the three alternatives. Our research focus on the group of people whose age is ranged eighteen to twenty-two. Targeting the university students has a main reason that they are willing and respond actively to new products. Students at the age usually have a higher economic independence to purchase what they want on their own . In addition, as an university student, we can gather the data information needed for this research in our campus easily. The sample we choose is 60 college student.
We are going to construct a Fishbein multi-attribute model to compare specific differences in male and female preferences between MOS, McDonald's and Burger
King.
1.2 Target Group
60 Questionnaires
Male NCTU students 30 Questionnaires
Female NCTU students 30 Questionnaires
1.3 Research Question
The main question of the research is what are the very factors coming from the individuals and environment to influence the decision on consuming which restaurant.
National Chiao Tung University
Department of Management Science
Fast Food Preference Brand For
NCTU Students
Marketing Final Project
Spring Semester
June 13 2013
Student :
0013108 王亭予
0013109 王亭雅
0013128 葉眉君
0013132 謝巧玲
Supervisor :
Prof. Charles V. Trappey
2
Table of Contents
1. Introduction
1.1 Project Objectives
3
1.2 Target Group
3
1.3 Research Question
3
2. Literature Review
2.1 The image, mission, market goal of three restaurants
3
2.2 Previous Data
5
2.3 Hypotheses
5
3. Methodology
5
4.Result
6
5. Discussion and Conclusion
7
6.References
8
7.Appendix
8
AppendixA
10
AppendixB
12
AppendixC
15
3
1. Introduction :
1.1Project Objectives
We select MOS , Burger King, McDonald to be the objectives of our survey because they have much more popularity in the field of fast food restaurant. We want to test that what kind of factors would affect people, especially the youth, to choose between the three alternatives. Our research focus on the group of people whose age is ranged eighteen to twenty-two. Targeting the university students has a main reason that they are willing and respond actively to new products. Students at the age usually have a higher economic independence to purchase what they want on their own . In addition, as an university student, we can gather the data information needed for this research in our campus easily. The sample we choose is 60 college student.
We are going to construct a Fishbein multi-attribute model to compare specific differences in male and female preferences between MOS, McDonald's and Burger
King.
1.2 Target Group
60 Questionnaires
Male NCTU students 30 Questionnaires
Female NCTU students 30 Questionnaires
1.3 Research Question
The main question of the research is what are the very factors coming from the individuals and environment to influence the decision on consuming which restaurant.