Student Preferences Regarding Fast Food

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 in 93 percent followed by other factors.

In their study, most of the respondents visit to McDonald’s it is because the service and hygiene is the best compare with other fast food outlet. However, some of the respondents visit to Nirula’s it is because there have variety of foods. The respondents of the study were majority in 21-25 years age category. Procedures A survey was conducted by giving out questionnaires to a convenience sample. The procedures followed included: 1. A questionnaire was developed to find out students preference regarding fast food. 2.

The researchers handed out questionnaire to students at the college. 3. The survey was conducted for a week. 4. The data were tabulated using Microsoft Office. 5. The results were analyzed and this report prepared. Findings These findings are presented using the study objectives as a framework. Gender As shown in Figure 1, 54 percent of the respondents are male and 46 percent of the respondents are female. [pic] Age Based on the analysis of data, it was found that the most of the students were in 20 to 22 years age category which is 25 respondents in this category. 0 respondents were in below 20 years age category, with 3 respondents 23 to 25 and 1 respondents 26 and above. (See figure 2). [pic] Consumption of Fast Food Base on the feedback from students of the collage, we found that and as indicated in Figure 3, 100 percent which mean 50 respondents have eaten fast food. [pic] Fast Food Outlet Preference As indicated in Figure 4, 64 percent of the respondents usually choose McDonalds over others fast food outlet, 28 percent of the respondents choose KFC, 4 percent Wendy’s, 2 percent Burger King, and 2 percent Carl’s Jr.

It shown different people have different preference for choosing their fast food. [pic] The number of visits/week Figure 5 shows that the number of visits in a week to a fast food outlet of respondents. Majority the respondents visit to their preferences fast food outlet 1 to 2 times in a week which have 41 respondents. Thus 7 respondents visit 3 to 4 times in a week to a fast food outlet. 2 respondents visit 5 to 6 times in a week to their preference fast food outlet. [pic] Companion of fast food restaurant As shown in Figure 6, 86 percent of the respondents usually go to a fast food outlet with their friend. percent of the respondents have chosen others, and 6 percent of the respondents go with their siblings. Which means most of the respondent will go to the fast food outlet with their friend for chatting build their relationship. [pic] Rating of the Fast Food outlet As indicated in Figure 7, the respondents have rate the fast food outlet of their preferences regarding quality of food, decoration, seating space, service, variety of food, and price of the food. 29 respondents rate good of the quality of food regarding their preference fast food outlet.

However in the category of decoration and seating space majority of the respondents have rate for average, which 22 voted average for decoration and 25 voted for seating space. Thus the service and the variety of foods at their preference fast food outlet, majority of the respondents were vote for good, 25 respondents were voted for the service and 27 respondents were voted for variety of foods. The prices of the food of the fast food outlet, 22 respondents were rate the average category. Figure 7. Rating of the fast food outlet [pic] Analysis In the Klang Valley area, the respondents of this study majority are below 20 and 20 – 22.

They almost have chosen McDonald’s or KFC as their preferences fast food outlet; mostly they think the quality of food, decoration, seating space, and variety of food of the fast food outlet that they have chosen is important and the rating is in good category. The analysis of Goyal and Singh’s 92. 8 percent respondents were in 21-25 years age category, and their study found that McDonald’s is the most favoured fast food outlet followed by Pizza Hut, Nirula’s and Domino’s. According to their study, most of the younger consumers prefer Domino’s for home orders followed by Pizza Hut, Nirula’s and McDonald’s.

In our study found that most respondents visit to fast food outlet with their friends. However in Goyal and Singh’s study, it said that the consumers’ preference to visit a particular fast food outlet is influenced by friends in 93 percent followed by relatives and other factors. In Goyal and Singh’s study, the young Indian consumer has passion for visiting fast food outlets for fun and change but home food is their first choice, because homemade foods have highest nutritional value than fast food outlets’ food. In our study, majority customers visit to their preferences ast food outlet 1 to 2 times a week. Conclusions and Recommendations Conclusions 1. Majority respondents have chosen McDonald’s and KFC as their preferences fast food outlet. 2. Most of the respondents have rate good for the quality of foods of their preferences fast food outlets. 3. Some of the respondents’ rate poor for the service and the price of the food of their preferences fast food outlet. 4. They normally go fast food outlet with their friends to build their relationship. 5. The respondents will normally visit the fast food outlet 1 to 2 times per week.

Recommendations 1. 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. 2. The fast food outlets should produce more products that have higher nutritional value. 3. The fast food outlets should also launch or produce set value meals that are worthy and attractive. 4. 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.

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