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NAYAN SETHI 50094
PARAS PAL 50101PIYUSH SINGHAL 50107
PRASHANT GUPTA 50111
BBS 2 C SUBMITTED TO:
DR. PREETI RAJPAL SINGH
BUSINESS
RESEARCHQUICKSERVICERESTAURANTSURVEY
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ACKNOWLEDGEMENT
Firstly, we would like to thank our supervisor of this project, Dr.
Preeti Rajpal Singh for her expert guidance and support. She
continuously motivated us to work for this project and make it a
success. Her willingness to inspire us contributed tremendously in
its completion. She had been very kind and patient while
suggesting us the outlines of this project and correcting our doubts.
We would also like to express our gratitude towards our parents
for their kind co-operation and encouragement that helped us in
completion of this project.
Our thanks and appreciations also go to our batch mates in
developing the project and people who have willingly helped us out
with their abilities.
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TABLE OF CONTENTS
S.NO TOPIC PAGE NO.
1. BACKGROUND OF QSR INDUSTRY IN INDIA 4
2. MR PROPOSAL 12
3. RESEARCH OBJECTIVE 12
4. RESEARCH DESIGN 12
5. SAMPLE QUESTIONNAIRE 14
6. DATA ANALYSIS 24
7. ANALYSIS REPORT 36
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BACKGROUND OF QSR INDUSTRY IN INDIA-
India has emerged as one of the fastest growing fast food markets in the world.
Nevertheless, it remains largely underpenetrated and concentrated in
metropolitan cities, prompting fast food players to establish their chains in theemerging markets of tier-II and tier-III cities.
Burgers, fries, chicken nuggets, hot dogs, sandwiches, soft drinks ... you name it
and you will have such yummy delights served instantly to you at the fast food
chains dotting the nooks and corners of the country. Almost all big fast food
brands of the world have set up shop in India and even home-grown brands are
doing brisk business in the Quick Service Restaurant (QSR) segment.
The fast food culture emerged as early as the 19th century. At the time of theIndustrial Revolution, a large workforce was required to work for 10 to 12 hours a
day. With so much work to be done, fast food was the idea of a quick and easy
lunch. In India, fast food culture emerged in after independence, starting from the
1950s.
Contributing factors to change the perception about India as a nation that is
particular about its food are:-
Riding on growing cosmopolitan outlook Ever-increasing disposable income
Changing consumer behavior and favorable demographics
Exposure to western cuisine
Rising number of nuclear families and growth in the number of employed
women
According to a National Restaurant Association of India (NRAI) report, the fast
food industry in India is currently estimated at 6,750 crore to 8,000 crore, growingat a CAGR of 35-40 per cent annually. A major chunk of this market is ruled by
global players like McDonalds, Yum! Brands, Dominos, Subway, Taco Bell, Barista,
etc. 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 they
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have developed out of their years of experience around the world.
But domestic players like Fast trax, Nirulas, US Pizza, Pizza Corner, Kaati Zone and
home-grown Coffee Day Group or even Haldirams, Bikanervala, Rasnas Devils
Workshop are not lagging behind to capture a fair share of the quick mealsbazaar.
Talking about the growing Indian fast food industry, Vinod Mehboobani, VP
Business Development & Legal, Yum! Restaurants International-India says, There
has been a surge in fast food chains in India over the last decade. Many domestic
players have emerged in this segment and are growing rapidly. Most
multinational brands have used the franchising route to enter and or expand in
the country. Over the decade this has evolved tremendously with many
franchisees now running their operations as highly professional corporate and asa result spearheading the growth in the segment.
Organized modern formats like malls and supermarkets have become a favourite
destination for such outlets. Larger companies are teaming up with small
franchisors and mall owners to promote their brand.
This sector has witnessed a drastic change over the last five years. In the past,
almost 95 per cent restaurants were individually owned and today that figure is
down to 70 per cent, with almost 30 per cent being part of a chain or franchise.Also, the sector has a healthy mix of company owned and franchised stores
dotting the markets which bodes well for the category, says a spokesperson of
McDonalds.
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SOME MAJOR BRANDS OPERATING IN INDIA
Basis /QSR
MC Donald KFC Pizza Hut Dominos Subway
Owner/
Franchise
Connaught Plaza
Restaurants Pvt
Ltd in northern
and eastern
regions and
Hardcastle
Restaurants Pvt
Ltd in western and
southern regions.
Yum!
Restaurants
Yum!
Restaurants
Bharatia group-
promoted Jubilant
Foodworks
Subway
Segment Food service
retailer
Chicken
QSR
Pizza market Pizza Market Submarine
sandwich chain
Market
share
80% 75% 33% 50% (organized
pizza market)
65% (home delivery)
25%
No. of cities More than 125 21 34 79 26
No. of
Outlets
188 More than
150
160 339 197
The fast food industry has been very successful in India, both in financial terms as
well as in terms of popularizing its quick service culture. But the industry
confronts many hurdles too, that are:-
Manpower issues
Lack of proper infrastructure
High costs of raw materials
Supply chain and taxation issues High cost of real estate
Health related issue obesity
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McDonald's Corporation is the world's largest chain of hamburger fast food
restaurants, serving around 68 million customers daily in 119 countries.
Headquartered in the United States, the company began in 1940 as a barbecue
restaurant operated by the eponymous Richard and Maurice McDonald; in 1948
they reorganized their business as a hamburger stand using production
line principles. Businessman Ray Kroc joined the company as a franchise agent in
1955. He subsequently purchased the chain from the McDonald brothers and
oversaw its worldwide growth.
McDonald's primarily sells hamburgers, cheeseburgers, chicken, French
fries, breakfast items, soft drinks, shakes and desserts. In response to changing
consumer tastes, the company has expanded its menu to include salads,
wraps, smoothies and fruit.
McDonald's restaurants are found in 119 countries and territories around the
world and serve 58 million customers each day. McDonald's operates over 31,000
restaurants worldwide, employing more than 1.5 million people. The company
also operates other restaurant brands, such as Piles Caf.
On a seasonal basis, McDonald's offers the McRib sandwich. Some speculate the
seasonality of the McRib adds to its appeal. Various countries, especially in Asia,
are currently serving soup. This local deviation from the standard menu is a
characteristic for which the chain is particularly known, and one which is
employed either to abide by regional food taboos (such as the religious
prohibition of beef consumption in India) or to make available foods with which
the regional market is more familiar (such as the sale of McRice in Indonesia).
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Domino's Pizza, Inc. is an international pizza delivery corporation headquartered in Ann
Arbor, Michigan, United States of America. Founded in 1960, Domino's is the second-
largest pizza chain in the United States and has over 9,000 corporate and franchised
stores in 60 countries and all 50 U.S. states. Domino's Pizza was sold to Bain Capital in
1998 and went public in 2004. The menu features vegetarian and meat pizzas, chicken
wings and boneless chicken, sandwiches, potato wedges, garlic breads and a variety ofdessert items including cookies and waffles, Ben & Jerry's ice cream and a variety of soft
drinks including Coca-Cola, Fanta, and Sprite. Domino's has restaurants in all of the
world's major cities such as New York, Mumbai, London, Toronto, and Chicago.
In 1960, Tom Monaghan and his brother, James, purchased DomiNick's, a small pizza
store in Ypsilanti, Michigan near Eastern Michigan University. The deal was secured by
a US$75 down payment and the brothers borrowed $900 to pay for the store. Eight
months later, James traded his half of the business to Tom for a used Volkswagen
Beetle. As sole owner of the company, Monaghan renamed the business Domino's Pizza,Inc. in 1965. In 1967, the first Domino's Pizza franchise store opened in Ypsilanti. The
company logo was originally planned to add a new dot with the addition of every new
store, but this idea quickly faded as Domino's experienced rapid growth. The three dots
represent the stores that were open at the time (1969). By 1978, the franchise opened
its 200th store.
The current Domino's menu features a variety of Italian-American entrees and side
dishes. Pizza is the primary focus, with traditional, specialty and custom pizzas available
in a variety of crust styles and toppings. In 2011 Dominos launched Artisan style
pizzas that offer a base blend of rich flavors to compliment chef inspired toppings.
Additional entrees include pasta, bread bowls and oven-baked sandwiches. The menu
offers chicken side dishes, breadsticks, as well as beverages and desserts.
.
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Pizza Hut is an American restaurant chain and international franchise that offers
different styles of pizza along with side dishes including salad, pasta, Buffalo
wings, breadsticks, and garlic bread.
Pizza Hut is a subsidiary of YUM! Brands, Inc., the world's largest restaurantcompany. According to its corporate website, there are more than 6,000 Pizza
Hut restaurants in the United States, and more than 5,600 store locations in 94
other countries and territories around the world.
Pizza Hut is split into several different restaurant formats; the original family-style
dine-in locations; store front delivery and carry-out locations; and hybrid locations
that offer carry-out, delivery, and dine-in options. Many full-size Pizza Hut
locations offer lunch buffet, with "all-you-can-eat" pizza, salad, bread sticks, and a
special pasta. Additionally, Pizza Hut also has a number of other business
concepts that are different from the store type; Pizza Hut "Bistro" locations are
"Red Roofs which offers an expanded menu and slightly more upscale
options."Pizza Hut Express" and "The Hut" locations are fast food restaurants.
They offer a limited menu with many products not found at traditional Pizza Huts
Pizza Hut sells "Stuffed Crust" pizza, with the outermost edge wrapped around a
cylinder of mozzarella cheese; "Hand-Tossed," more like traditional pizzeria
crusts; "Thin 'N Crispy", a thin, crisp dough which was Pizza Hut's original style;"Dippin' Strips pizza", a pizza cut into small strips that can be dipped into a
number of sauces; and "The Edge pizza," where the toppings nearly reach to the
edge of the pizza. There was also formerly a crust that was not as thick as Pizza
Hut's pan pizza, and not as thin as its thin crust. There are regional differences in
the products and bases sold.
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KFC, founded and also known as Kentucky Fried Chicken, is a chain of fast food
restaurants based in Louisville, Kentucky, United States. KFC has been a brand and
operating segment, termed a conceptof Yum! Brands since 1997 when that company
was spun off from PepsiCo as Tricon Global Restaurants Inc.
KFC primarily sells chicken pieces, wraps, salads and sandwiches. While its primary focus
is fried chicken, KFC also offers a line of grilled and roasted chicken products, sidedishes and desserts. Outside the USA, KFC offers beef based products such
as hamburgers or kebabs, poutine, pork based products such as ribs and other regional
fare.
The company was founded as Kentucky Fried Chicken by Colonel Harland Sanders in
1952, though the idea of KFC's fried chicken actually goes back to 1930. Although
Sanders died in 1980, he remains an important part of the company's branding and
advertisements, and "Colonel Sanders" or "The Colonel" is a metonym for the company
itself. The company adopted KFC, an abbreviated form of its name, in 1991. Starting inApril 2007, the company began using its original name, Kentucky Fried Chicken, for its
signage, packaging and advertisements in the U.S. as part of a new corporate re-
branding program; newer and remodeled restaurants will adopt the new logo and
name, while older stores will continue to use the 1980s signage. Additionally, Yum!
Continues to use the abbreviated name freely in its advertising
According to the corporate website, KFC is present in 110 countries and territories
around the world. It has in excess of 5,200 outlets in the United States and more than
15,000 units in other parts of the world. In Quebec, however, its name is PFK. An outlet
opened in Nairobi, Kenya on August 2011. It is the first US-based fast food restaurant in
the nation as well as in East Africa. In December 2011 the first KFC was opened
in Croatia, in Zagreb.
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Subway is an American restaurant franchise that primarily sells submarine
sandwiches (subs) and salads. It is owned and operated by Doctor's Associates,
Inc. (DAI). Subway is one of the fastest growing franchises in the world with
36,558 restaurants in 99 countries and territories as of April 7th, 2012. It is the
largest single-brand restaurant chain globally and is the second largest restaurant
operator globally after Yum! Brands (over 37,000 locations).
Subway's main operations office is in Milford, Connecticut; five regional centers
support Subway's growing international operations. The regional offices for
European franchises are located in Amsterdam, Netherlands;
the Australia and New Zealand locations are supported from Brisbane, Australia;
the Asian locations are supported from offices located in Beirut,
Lebanon, Malaysia, Singapore and India and the Latin America support center is
in Miami, Florida.
Doctor's Associates, owner of Subway, was founded by Fred DeLuca and Peter
Buck in 1966, when they opened the second Subway restaurant in New York. The
name comes from the fact that Buck holds a PhD. Despite their name and
Subway's health-conscious image, neither Subway nor Doctor's Associates are
affiliated with, nor endorsed by, any medical organizations or doctors.
Subway uses the advertising slogan "Eat Fresh" to explain how every sandwich ismade from freshly baked bread, using fresh ingredients, in front of the customer
to their exact specification, by employees whom Subway terms "Subway
Sandwich Artists".
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MR PROPOSAL
RESEARCH PURPOSE-
The purpose of the study is to gather information about consumers perception
about existing QSRs. The research objectives are: -
Consumers perception about the services provided by various QSRs.
Determine the type of QSR most popular with the consumers.
Identify the important characteristics that make a QSR attractive to theconsumers.
Identifying attributes on the basis of which consumers visit a QSR.
Value for money that a consumer gets on visiting a QSR.
Identify the demographic and lifestyle information of consumers.
RESEARCH DESIGN-
DESCRIPTIVE RESEARCH DESIGN is the most appropriate research design for this
research. This is because of the following reasons:
It studies the current market phenomenon- current market response
towards various QSR brands will be collected.
Information needed is well & clearly defined.
Research process is structured, well formatted and formally defined.
Sample is large and representative- sample in this case, is representative ofa large section of consumers regularly visiting QSRs.
Quantitative analysis will be done.
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DATA COLLECTION-
SECONDARY DATA- existing information about the sales, brand image of the
QSRs will be collected from internet, publications, etc.
PRIMARY DATA-
Questionnaires will be used to get primary response from the consumers.
SAMPLE-
A sample of 300 respondents is used for the research purpose.
Largely, questionnaires will be mailed to the sample. But we will have some
questionnaires filled in our presence by the respondents.
DATA ANALYSIS-
Data will be analyzed using software like SPSS & MS Excel. Codification of the
data will be done and results will be interpreted thereof.
PREPARATION OF REPORTS-
Reports will be prepared on the basis of analyzed data and interpretation of
reports will be done thereof.
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SAMPLE QUESTIONNAIRE
Following is a Quick Service Restaurant (QSR) survey taken up by the students of
Shaheed Sukhdev College of Business Studies, Delhi University. The answers ofrespondents will be used only for academic purposes & kept confidential.
Name
Mobile No.
Age
Below 15
15 - 25 years
25 - 35 years
Above 35 years
Gender
Male
Female
Occupation
Student
Unemplyed
Salaried
Self Employed
Other:
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Q1. Monthly Income, (If you are a Student, Kindly specify your pocket money in
'Others' option)
Below Rs. 15k
Rs. 15k - 25k25k - 35k
Above Rs. 35k
Other:
Q2. Average Expenditure you make per visit to a QSR, (If you visit in group, kindly
mention per person average)
Rs 0-100
Rs 100-200
Rs 200-300
Above Rs 300
Other:
Q3. Identify the degree of importance given to the following attributes while visiting a
QSR.
Very
ImportantImportant Can't say
Not
Important
Not at all
important
Reputation of QSR
Ambience
Recent reviews from
Family and Friends
Special Promos
Services
Accessibility
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Q4. Rate the following attributes that contribute to the value for money while visiting
a QSR.
1 Represents doesn't consider it at all and 5 Represents Most important when it comes
to value for money
1 2 3 4 5
Hygiene
Diversity in Menu
Other Facilities(Sitting
Arrangements and other
Things)
Taste of Food
Price
Q5. Which of these Quick Service Restaurant you visit most?
McDonalds
Domino's
Pizza Hut
KFC
Subway
Continue
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McDonalds
Q6. Which product you like the most?
McAloo Tikki
French Fries
Veg Pizza Mcpuff
McSpicy Paneer
Chicken McNuggets
McChicken
Chicken Maharaja Mac
Veg. Pizza McPuff
Other:
Q7. What else do you buy when purchasing at McDonalds?
Iced Tea
Coke
Cold Coffee
McSwirl
McFlurry
Soft Serve
Other:
Q8. What time of day do you eat at McDonalds?
Before 12 p.m.
Between 12 p.m. and 3 p.m.
Between 3 p.m. and 6 p.m.
Between 6 p.m. and 9 p.m.
After 9 p.m.
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Q9. How often do you Visit McDonald's every month?
1-3
3-5
5-7More than 7 times
FOOD QUALITY AND HOSPITALITY
Q10. Quality of Food
Strongly
Disagree
Somewhat
DisagreeNeutral
Somewhat
Agree
Strongly
Agree
Food Served at
McDonalds is
Fresh
Menu has a good
variety of items
Beverage is
Excellent
Food is tasty
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Q11. Hospitality
Strongly
Disagree
Somewhat
DisagreeNeutral
Somewhat
Agree
Strongly
Agree
Employees are
patient while
taking my order
I was served
promptly
Availability ofsauces, utensils,
napkins, etc.
was good
The menu board
was easy to read
Employees are
courteous
The service is
excellent
Q12. Prices are Competitive?Yes
No
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Dominos
Q6. Which Product you like the Most?
Simple Veg.
Double Cheese
Simple Non. Veg.
Keema Do pyaza
Other:
Q7. What else do you buy when purchasing at Domino's?
Veg. Pasta
Non Veg. Pasta
Coke
Other:
Rests of the questions are same as Q8 Q12 mentioned above.
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Pizza Hut
Q6. Which product you like the most?
Veggie Crunch
Spicy Veggie
Zesty Chicken
Chik n Spicy
Garlic Bread
Other:
Q7. What else do you buy when purchasing at Pizza Hut?
Mocktails
Shakes
Lemonade
Coke/Fanta/Limca
Gelatos
Ice Creams
Veg. Pasta
Non Veg. Pasta
Soups
Rests of the questions are same as Q8 Q12 mentioned previously.
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KFCQ6. Which Product you like the most?
Veg. Snacker
Chicken Snacker
Popcorn Chicken
Veg Zinger
Fiery Grilled Chicken
Chicken Bucket
Other:
Q7. What else do you buy while purchasing at KFC?
Krushers
Ice Cream
Coke/Limca/Fanta/Sprite
Other:
Rests of the questions are same as Q8 Q12 mentioned previously.
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SubwayQ6. Which Product you like the most?
Chicken Ham
Tuna
Chicken Tikka
Chicken Teriyaki
Chicken Tandoori
Veggie Delight
Aloo Patty
Veg. Shammi
Paneer Tikka
Other:
Q7. What else do you buy while purchasing at Subway?
Rich Chocolate Truffle
Cold Coffee
Pepsi/Fanta/Sprite/Limca
Snapple
Other:
Rests of the questions are same as Q8 Q12 mentioned previously.
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DATA ANALYSIS
MOST VISITED QSR-
The data received from our sample of 300 respondents revealed that
around 39% people visit MC Donald, 19% Dominos, 15% KFC and 14%
each to Pizza Hut and Subway.
Thereby, it is concluded that MC Donald is the Most Visited QSR basedon our research.
0
10
20
30
40
MC DonaldDomino's
Pizza hutKFC
Subway
38
19
14 1514
QSR
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IMPORTANCE TO ATTRIBUTES WHILE VISITING A QSR-
83% of our sample population considers Reputation of QSR as an important
criterion while visiting while 17% thinks opposite.
Out of our sample population, 78% people attach great importance to Ambience
while visiting and 22% people dont consider it important.
0
50
100
Important
Not important
83
17
Reputation of QSR
Reputation of QSR
0
10
20
30
40
50
60
70
80
Important Not important
78
22
Ambience
Ambience
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61% of our sample population considers Recent review from friends & family as
an important criterion while visiting whereas, 39% thinks opposite.
Out of our sample population, 48% people attach great importance to Special
promos offered while visiting and 52% people dont consider it important.
0
50
100
ImportantNot important
61
39
Recent review from friends & family
Recent review from friends
& family
45
46
47
48
49
50
51
52
53
Important Not important
48
52
Special promos offered
Special promos offered
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Services offered by a QSR are considered important by 88% of our sample
population when they visit while 12% of the sample doesnt pay much attention
to it.
Accessibility of a QSR is considered important by 84% of our sample population
when they visit while 16% of the sample is not concerned of the accessibility
factor.
88
12
Services
Important
Not important
84
16
Accessibility
Important
Not important
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FACTORS CONTRIBUTING TOWARDS VALUE FOR
MONEY-
31% of the sample population considers Taste of food as the major factor
contributing towards Value for money.
Other percentages are as follows:-
26% for Hygiene
22% for Price 12% for Seating arrangements and
9% for diversity in menu.
0
5
10
15
20
25
30
35
HygieneDiversity in menu
Seating
arrangements and
other things
Taste of foodPrice
26
9 12
31
22
Value for money
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COMPARATIVE ANALYSIS
Food Quality-
The chart shows that of the people visiting KFC and Pizza Hut, 93% and 92% respectively
says that the food served is fresh.
While only 86%, 81% and 78% people feels same for Dominos, McDonalds and Subway.
As per the data collected from our sample population, respondents visit KFC for variety
of food. More than 80 % of respondents think that KFC provides a better variety than
other QSRs.
81
92
86
93
78
70
75
80
85
90
95
McDonalds Pizza Hut Dominos KFC Subway
Food served is fresh
55
7873
83
64
0
1020
30
40
50
60
70
80
90
McDonalds Pizza Hut Dominos KFC Subway
Good variety of items
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People like Dominos beverage a lot, whereas Pizza Hut lacks a lot despite having
a good variety of beverages in their Menu.
Respondents find KFCs food tasty as compare to other Quick Service Restaurants.
This is justified with a positive response from more than 90% of people who visit
KFC.
68
42
81
73
64
0
10
20
30
40
50
60
70
80
90
McDonalds Pizza Hut Dominos KFC Subway
Beverage is excellent
76
85
65
93
64
0 10 20 30 40 50 60 70 80 90 100
McDonalds
Pizza Hut
Dominos
KFC
Subway
Food is tasty
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Hospitality-
As per the data collected from the respondents KFCs employees are most patient while
taking order, whereas Subway employees are least patient.
As per responses we received, KFC employees serves promptly to customers.
Other QSRs also show promptness but KFC has an upper hand.
0 10 20 30 40 50 60 70 80 90
McDonalds
Pizza Hut
Dominos
KFC
Subway
79
85
81
90
67
Employees' patience while taking order
6164 65
76
67
0
10
20
30
40
50
60
70
80
90
McDonalds Pizza Hut Dominos KFC Subway
Promptly served
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Respondents find that when it comes to the availability of sauces and other things
all the QSRs perform almost equally well, especially Pizza Hut, Dominos and KFC.
As per responses we received, Dominos Menu Board was easiest to read and
Subways board was toughest to read for the consumers.
010
20
30
40
50
60
70
80
90
McDonalds Pizza Hut Dominos KFC Subway
72
82 78 80
64
Availabilty of sauces and other things
6875
8476
60
0
10
20
30
40
50
60
70
80
90
McDonalds Pizza Hut Dominos KFC Subway
Menu board easy to read
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When it come to courteousness then almost every QSR is equal leaving Subway
aside.
According to the responses, consumers are most satisfied with the services of KFC
and Pizza Hut and other QSRs are lagging behind in this avenue.
0 10 20 30 40 50 60 70 80
McDonalds
Pizza Hut
Dominos
KFC
Subway
72
78
76
77
64
Employees are courteus
0
10
20
30
40
50
60
70
80
90
McDonalds Pizza Hut Dominos KFC Subway
66
85
71
86
67
Service is excellent
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PRICE COMPETITIVENESS-
When it comes to competitiveness of prices, KFC is closely being followed by
McDonalds, whereas respondents find Pizza Hut least competitive in terms of
pricing the products.
88
75
89
96
82
0 20 40 60 80 100 120
McDonalds
Pizza Hut
Dominos
KFC
Subway
Competitiveness of prices
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Expenditure analysis-
WORKING POPULATION-
The above pie chart shows the expenditure pattern of the working people who were a part of
our sample population. 27% people spend between Rs. 100-200 and Rs. 200-300, 14% spends in
range of Rs. 0-100 and 32% spends more than Rs. 300.
STUDENTS-
The above pie chart shows the expenditure pattern of the students who were a part of our
sample population. Maximum students (32%) spends in between Rs.100-200. 30% spends in
range 0-100, 22% in 200-300 and only 16% spends above Rs. 300.
14%
27%
27%
32%
EXPENDITURE PATTERN PER VISIT
0-100
100-200
200-300
Above 300
30%
32%
22%
16%
EXPENDITURE PATTERN PER VISIT
0-100
100-200
200-300
Above 300
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ANALYSIS REPORT
Most visited QSR-
McDonalds
Important Attributes while visiting a QSR-
ATTRIBUTES IMPORTANT NOT
IMPORTANT
Reputation of QSR 83% 17%
Ambience 78% 22%
Recent review from friends &
family
61% 39%
Special promos offered 48% 52%
Services 88% 12%
Accessibility 84% 16%
Factors contributing towards Value for Money-
ATTRIBUTES PERCENTAGES
Taste of food 31%
Hygiene 26%
Price 22%
Sitting arrangements & otherthings
12%
Diversity in menu 9%
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COMPARATIVE ANALYSIS
FOOD QUALITY-
STATEMENT McDonalds KFC Pizza Hut Dominos SubwayFood served is fresh
Good variety of items
Beverage is excellent
Food is Tasty
HOSPITALITY-
STATEMENT McDonalds KFC Pizza Hut Dominos SubwayEmployees are patient
while taking order
Promptly served
Availability of sauces
& other things
Menu board was easy
to read
Employees are
courteous
Service is excellent
PRICE COMPETITIVENESS
McDonalds KFC Pizza Hut Dominos Subway
Competitiveness ofprices
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EXPENDITURE ANALYSIS
CLASSES WORKING CLASS STUDENTS0-100 14% 30%
100-200 27% 32%
200-300 27% 22%
Above 300 32% 16%
The above table clearly shows that per visit spending at QSR is very
much directly proportional to income as the working class (in our
sample population) spends more money than the students in the
sample population.