IDENTIFICATIN of Consumer preferences

towards fast food BRANDS

& Deals Offered

Hello Sir/Maam,

We are students from Institute of Business Management (IoBM). We are currently working on a
research project about IDENTIFICATIN of Consumer preferences towards fast food BRANDS
& Deals Offered. Would request you for a short time to respond to below questions at your
convenience.
 SCREENING

Note: This section is initial screening the consumer, whether he/she is in accordance to the
requirements or not. We shall be proceeding with interview or questionnaire filling based on
validation of below.

1. Do you prefer having food from outside?

Yes Yes
No Terminate

2. Do you like fast food?

Yes Co Yes ntinue

No Terminate

3. Were you the part of any research study on Fast Food Industry within 3-6months?

Yes Te Yes
rminate
No Continue

4. Are you permanent resident of Pakistan?

Yes C Yes
ontinue
No Terminate

5. Your age?

Less than 18 years Terminate

18 to 25 years Continue
26 to 35 years Yesontinue
36 to 45 years Continue
45 above Terminate

6. What is your nationality?

 o Pakistani Yes
o Others

7. What is your education?

Never attended school

Primary

6-9 class

Matriculation/O levels

Intermediate/ A levels

Graduate Yes

8. When did you last pay a visit or ordered from fast food outlet?
o A day ago Yes
o A week ago
o A month ago

MAIN QUESTIONNAIRE

QA1 Do you prefer dining out or ordering in?

o Dine Out Yes
o Ordering

QA2 In a week often you dine out?

o One
o Multiple Yes
 QA3 What type of food do you prefer the most while dine out?
o Fast Food
o Continental
o Chinese
o Pakistani Yes
o Others ____________

QA4 With whom you dine out mostly?

o Family
o Friends Yes
o Colleagues
o Individually
o Other ___________

QA5 How often do you order food for delivery in a week?

o One Yes
o Multiple

QA6 What type of food do you prefer the most while order online/delivery?
o Fast Food Yes
o Continental
o Chinese
o Pakistani
o Others ____________

QA7 With whom you order food for delivery mostly?

o Family Yes
o Friends
o Colleagues
o Individually
o Other ___________

QA8 What are Food Preferences when you dine out with different individuals?

Dine Out With

Family Friends Colleagues Individually Other _________
Fast Food Yes
Preferences Continental Yes
Chinese Yes
 Pakistani Yes
Others _____________ Yes

QA9 What names comes to your mind when you think of Fast Food?

List them all: Adnan Burger, KFC, Mr. Burger, Dominos,

QA10 What names comes to your mind when you think of Pizza?

List them all: Dominos, Pizza hut, California Pizza

QA11 What is your favorite Fast Food Outlet?

Single Name: ____Dominos_________

QA1 What is your favorite Pizza Outlet?

Single Name: _____Dominos________

QA1 Which of the following Fast food do you consume most frequent?

o Dominos Yes
o 14th street
o California Pizza
o Broadway Pizza
o Pizza Hut
o KFC
o McDonalds
o Burger King
o Others ____________

QA2 Why do you prefer the above mentioned brand?

o Aroma/Atmosphere
o Ambiance
o Taste Yes
 o Deals
o Easy Access and convenience
o Brand Loyalty
o Other ___________

QA3 When looking for a quick meal that provides value for money, which is the first
restaurant that comes to your mind?
o Dominos Yes
o 14th street
o California Pizza
o Broadway Pizza
o Pizza Hut
o KFC
o McDonalds
o Burger King
o Others ____________

QA4 How would you rate your Preferred Fast Food Brands in following areas?

Rate your service provider Bad Acceptable Good I dont

know
Taste 1 2 Y Yes 3 0
Accessibility 1 2 Yes 3 0
Ambiance 1 2 3 Yes 0
Convenience 1 2 3 Yes 0
Services 1 2 3 Yes 0
Quality 1 2 3 Yes 0

QA5 What is the first name that came into your mind when you hear word Pizza?

Please Specify: ____Dominos______________________

QA6 How much amount do you spent on dine-out on a monthly basis (approx.)?

o Up to Rs. 500
o Rs. 501 - 1000
o Rs. 1001 2500 Yes
o More than 2500
QA7 How much amount do you spent on food delivery on a monthly basis (approx.)?

o Up to Rs. 500
o Rs. 501 1000
o Rs. 1001 2500
o More than 2500 Yes

QA8 Which of the deals do you prefer?

o Lunch Deals
o Mid Night Deals
o Dinner Yes
o Others ___________

QA9 Do you eat Pizza?

o Yes Yes
o No

QA10 Are you Pizza Lover?

o Yes Yes
o No

QA11 How often do you eat pizza in a month?

o Once
o Twice
o Thrice
o More than three times Yes

QA12 Have you ever tried Pizza Hut?

o Yes Yes
o No

QA13 Kindly rate Pizza Hut in terms of the following?

Rate Pizza Hut Bad Acceptable Good I dont know

Taste Yes 1 2 3 0
Accessibility 1 Yes 2 3 0
 Ambiance 1 Yes 2 3 0
Convenience 1 Yes 2 3 0
Services 1 Yes 2 3 0
Quality 1 Yes 2 3 0

Note: This question would be optional for those who do not tried pizza Hut yet.

QA14 How often do you visit Pizza Hut?

o Weekly
o Monthly
o Occasionally Yes

QA15 How often do you get Pizza delivered from Pizza Hut?
o Weekly
o Monthly
o Occasionally Yes

QA16 Have you ever switched your preference from Pizza hut?

o Yes Yes
o No

QA17 In case you have switched your preference, kindly highlight reasons form below?

o Un economical / overpriced
o Taste Yes
o Friends & Family Preference
o Deals
o Quality
o Bad Customer Service
o Others ____________

Note: This question would be optional for those who have not switched.

QA18 Rate the following Pizza Brands on the scale of Good to Bad

Bad Acceptable Good I dont know

 Dominos Yes
KFC Yes
McDonalds Yes
Subway Yes
Burger King Yes

QA19 What is the reason behind your rating?

Please Specify: _________Personal Experience____________________

QA20 Rate Pizza Hut for keeping its promise:

o Extremely satisfied
o Satisfied
o Neither satisfied or dissatisfied
o Dissatisfied Yes
o Extremely dissatisfied

QA21 Kindly select the mediums you use for attaining information on news or events?

Medium of news & Info. Rarely Sometimes Always Never

Television 1 Yes 2 3 0
News paper 1 2 Yes 3 0
Radio 1 2 Yes 3 0
Magazines 1 2 Yes 3 0
Internet 1 2 Yes 3 0
Friends & Family members 1 2 3 Yes 0

QA22 Do you feel difficulties while placing order online?

o Strongly agree
o Agree
o Neither agree or disagree Yes
o Disagree
o Strongly disagree

QA23 Pizza Hut always gives value for money:

o Strongly agree
 o Agree
o Neither agree or disagree
o Disagree Yes
o Strongly disagree

QA24 Rate Pizza Hut on its quality of pizzas and taste

o Extremely satisfied
o Satisfied
o Neither satisfied or dissatisfied
o Dissatisfied Yes
o Extremely dissatisfied

QA25 Would you recommend Pizza Hut to others:

o Yes
o No Yes

QA26 Do you think Pizza Hut offers more variety than other Pizza joints?
o Yes
o No Yes

QA27 Which of these aspects should be improved by Pizza Hut?

o Environment
o Service
o Food Yes
o Price
o Location
o Service
o delivery

QA28 Through which media do you get information about Pizza Hut Deals?
o TV
o Newspaper
o Pamphlets
o Social Media Yes
o Outdoor advertising
o Others (specify) ________________
 QA29 For each one of the sources I mention, please tell me how often you use that source to
get news and information about events:

Daily/Mostly Several 1 Or 2 From Less Never Dont Refused

(6-7) Days A (3-5) Days Time To Often Use Know/ To
Week Days A A Time In Cant Answer
Week Week The Say
Past
Month

Television Yes
(Any)

Radio (Any) Yes

Newspapers Yes

Magazines Yes

The Internet Yes

Friends Or Yes
Family
Members

International Yes
Tv

Sms Yes

International Yes
Radio
 QA30 What were the media influencers in preferring a fast food brand over others, keeping
all others factors constant.

Read the list of the brands, ACCEPT ONE ANSWER for the brand they prefer and the media influencer.

Television Radio Newspapers Magazines The Friends International International Sms

(any) (any) internet or family tv radio
members

Dominos Yes

14th street Yes

California Yes
Pizza

Broadway Yes
Pizza

Pizza Hut Yes Yes

KFC Yes

McDonalds Yes

Burger Yes
King

Others Yes
________

QA31 How would you rate advertisementspizza Hut?(TV commercials, newspapers etc.)

Poor Average Excellent Dont

know
Advertisement Yes 1 2 3 0

QA32 Mention one word that comes to your mind about your Pizza.

o Please mention: ___________Tasty_________

 QA33 Why did the above brand occur to your mind?

Please Specify: _____Taste and quality___________

QA34 What is the first brand that comes to your mind when I say wow deals
o Please mention: _________Dominos___________

QA35 Why did the above brand occur to your mind?

Please Specify: _____Wacky Wednesday___________

QA36 What is the first brand that comes to your mind when I say value meals
o Please mention: ___________Dominos_________

QA37 Why did the above brand occur to your mind?

Please Specify: ____Family meals ____________

DEMOGRAPHICS

QD1. What is your gender?

o Male Yes
o Female

QD2. Area of residence

Area of residence Select

Clifton 1
DHA 2
Bahadurabad 3
Gulshan-e-Iqbal Yes 4
North Nazimabad 5
Garden 6
Gulistan-e- Jauhar 7
FB Area 8
PECHS 9
 Korangi 10
Malir 11

QD3. What is your Martial status?

Marital Status Select

Single Yes 1
Married 2
Widower 3
Divorce 4

QD4. What is your highest Education?

Marital Status Select

PhD 1
Masters Yes 2
Graduate 3
Intermediate 4
Matriculate 5
Under matriculate 6
No education 7