Chapter 9 Research Development

9.1 Marketplace Research 

 












9.2 Market observation
An observation had done in A&W starting from 12pm until 3pm. From the observation, I found that majority of the customers are in Malay race and in range of 18-35 years old. Most of them are family or in a group of students. In meanwhile, I found there are lots of workers who visit to A&W in lunch hour.

9.3 Online Survey Analysis
The online survey was conducted from 13th to 15th of July 2012, with a total of 50 participants. The purpose of this survey is to investigate on the consumer perception on fast food restaurant and the awareness towards A&W.

Question 1
What is your gender?



Question 2

What is your age group?



Question 3

What is your race?



Question 4

How much is your income/ salary per month?




Most of the responders are students, their basic income/ salary is not more Rm1500. Overall coverage income is in between Rm500 to Rm1500.

Question 5

How often do you visit to fast food restaurant?



This question is to investigate on how often people visit to fast food restaurant. The result showed that 21 of the responders normally visit to fast food restaurant in 2-3 times in a week. While there are 15 of the responders visit to fast food restaurant in once a month. Only 1 responder never visits to fast food restaurant. 2 responders visit fast food restaurant in everyday and another 2 responder visit fast food restaurant 4-5 times in a week.

Question 6

Which fast food restaurant normally you visit to?



There are 44 of the responders normally visit to McDonald’s. While there are 5 responders choose to visit KFC. Only 1 responder goes for Pizza Hut. Other option is Carl's Jr. The other fast food restaurant like Burger King, Popeyes, Subway & A&W is not the major choice for the 50 responders.

Question 7

Why you prefer that? (Refer back to Question 6)




26 of responders think that they prefer the fast food restaurant they choose because of their promotion and cheaper (value set meal). Because nowadays people want to save budgets for meal set, somehow the fast food restaurant is having the value set food and beverages would cost no more than Rm10. 7 responders think that is faster and convenience to save their time like queue up or waiting for seats. Another 7 responders prefer the fast food restaurant normally they visit to because of their variety choice of food, some people would prefer for burgers but some would choose for other food. So if the fast food restaurant is having variety choices of food, this maybe is the reason for them to visit in often. 4 responders think that the services are good, so they would rather choose to go back the fast food restaurant. 4 responders choose no reason. While another 2 responders prefer the fast food restaurant due to the accessible wifi provided.

Question 8

Are you aware of A&W?



This question is to find out the awareness of people about A&W. Because nowadays the fast food industry is growing rapidly, refer back to Question 6, most of the responders are visiting to McDonald’s, KFC, Pizza Hut but not A&W. The bar shows out of 50 responders, 26 of responders are average about A&W. 12 responders are above average about A&W. While 5 responders are knowing excellent about A&W. Meanwhile 6 responders are above average about A&W. Only 1 responder doesn’t know about A&W.


Question 9

Do you remember A&W logo?



This question is to concern either the responders remember the A&W logo or not. Without showing the A&W logo, 75% of the responders remembered A&W logo, but 17% not sure and 8% can’t remember the A&W logo.

Question 10

How you rate for A&W food?



Other than the awareness of A&W, this question is to focus at A&W food rate. 30 responders think the A&W food is average, 10 responders think is above average, 6 responders vote for below average and 4 responders think A&W food are poor.

Question 11

What is your favourite food in A&W?



After they rate for A&W food, this question is to investigate what is the responders favourite food in A&W. 32 responders voted for Root Beer Float, 9 responders choose for onion rings, 3 responders go for burgers, another 3 responders choose hotdogs, 2 for French fries, each 1 responder choose waffle and fried chicken.

Question 12

How long have you been to A&W since last visit?



This question is to find out how long the responders been to A&W since their last visit. 34 responders been to A&W within 3 month time, 2 responders been to A&W in within this month. Only 1 responder went go A&W in this week time. Others 13 responders is more than 3 month never go to A&W.

Question 13

What issue do you think that is stopping you from going to A&W?



From the Question 12, an average percentage is showing that most of the people never visit to A&W more than 3 month. What issue is stopping them from going to A&W? 13 responders think that A&W is lack of advertising, people do not know their latest promotion or get their update from A&W. 12 responders already forget their existing. 9 responders choose for strong competitors. 5 responders dislike their food. 3 responders think that A&W is more expensive than other fast food restaurant and 2 responders not willing to go A&W because of their bad services. Meanwhile 7 responders choose others option like less outlet, the responders can’t find the A&W outlets nearby their place.

Question 14

Are you aware of your preferable fast food restaurant promotional? Such as value lunch or value dinner?



This question is to find out either the responders will follow or aware about their preferable fast food restaurant update like promotional or not. 85% responders go for Yes and 15% go for No.

Question 15

How did you notice about that?



This question is to find out how the responders get the update from their preferable fast food restaurant update. 16 responders will follow their Facebook/ Twitter updates. 13 responders get the update from their friend and family, word of mouth and social network and blog reviews are more effective. 11 responders get the updates from newspaper, magazines, flyer and etc. 7 responders watch TV advertisement to get the updates.

Question 16

Will you prefer the fast food restaurant to provide Delivery/ Drive thru services for you?

Question 17

Why? (Refer back to Question 17)

Most of the responders prefer to have delivery services because is convenience and can save time, responders no need drive or queue in to buy the food.

Question 18

Do you know where is the nearest A&W to your house/ working area?



48% of the responders know where is the nearest A&W to their house/ working area, 31% responders is answering No, they don’t know the A&W outlets nearby to their house/ working area. While 21% is not sure about the A&W outlets.

Question 19

What is your comment about A&W?
Pick up some of the responders comments about A&W,

- A&W need to renew the food item, set up the promotion, change the environment of the restaurant

- Hopefully A&W can improve on their advertising and marketing strategy so that the public can remember them.

- Lack of effort in advertising. Their advertising is not as strong as McD or KFC. In fact, I don't think they advertise at all anywhere. It's hard to find A&W compared to McD which is located almost everywhere. Even their restaurants are sometimes not as attractive as some other fast food restaurants. They need to be more adaptable and attractive looks for their restaurant in order to attract customers.

- Maybe A&W can improve the customers services, set up more promotion, or vouchers to promote their foods. Advertising is also very important, make peoples aware of it.

- Price slightly higher compared to other brand. Bad service.

- Not outstanding enough compare to KFC and MCD

- A&W is not bad though, just their competitors are much more powerful and more efficient & creative business-minded, so A&W have to pick up, that's it.

- A&W is a decent food outlet, however I don't see a lot of them near my residence, thus I go to other outlets more often. I would also like it if they improved their menu, and add more variety/improvement of burgers. I also notice that I don't see advertisement about them very often.

- I love their root beer, onion rings and burgers. Besides that, I also like their logo, it brings me childhood memories. Seriously, what happen to A&W?

- A&W can provide more valuable combo set.

- A&W need to add more promotion and variety on their menu