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By
Javed (2196)
To
In partial fulfillment of
Degree of
In
Research Report
Mr. TehseenJawaid
Manager Research
Acknowledgement/Dedication
First of all thank Al-Mighty ALLAH and our teachers, Mr.Syed Ali Raza and Miss Amber Virani
for their valuable advices and support, which they have given to us on preparing this report, without
Factors influence on Consumer Preferences towards International Fast Food Restaurants in Karachi: ii
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their instructions this report wouldnt be completed. we would like to express our gratitude to all
those who have extended their helping hands to complete this research report . Amongst the most
deserving significant contributors were the participants who contribute to filling the questionnaires
and they gave their precious time to make our goal accomplish. We would like to appreciate our
group members for their efforts and cooperation for data collection and in preparation of this
report, each and every member played a vital part in preparing this report.
Abstract:
This article paper is based on consumers preferences; preferences are the desires by each
individual for the consumption of goods and services. The main reason for our study was to find
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out those factors which are affecting on consumers preferences towards international fast food
restaurants.
For this research, we have conducted a survey by questionnaire containing 30 questions and filled
it from the consumers of Mcdonalds and Hardees. Our research was purely quantitative and we
have used SPSS Software for Factor Analysis, Reliability and Regression.
All the variables which we used in this study (Services, Brand Loyalty, Brand Image and
Convenience) have positive and significant impact on Consumer Preference. Consumers tend to
consider these factors valuable and their behaviors are affected by them. Convenience was the
main factor which influences the most on Consumer Preferences.
Our study is totally based on particular consumers of the specific brand (Mcdonalds and Hardees)
and only covering beef lovers, because these are the only two international brand offering beef,
and the other issues were limited time period with a limited cost.
1. Introduction
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1.1. Background
There are many fast food restaurants running their functions in Pakistan i.e.: KFC, McDonalds and
Pizza Hut which are most famous for Pakistanis citizen. The purpose of their function has to
achieve good revenue and they prepared their menu by the discrimination of Pakistanis people.
These restaurants also help to build a better economy system for the country by generating more
job opportunities. There are many local restaurants facilitating the people of Pakistan.
The taste of consumer have changed with changing times. Because of busy life style of consumer
the focus is on quick-meal solution. The fast food industry of Pakistan comprises the large number
of operators and due to it there is a huge competition in fast food industry in Pakistan.
In this paper, we are considering Hardees &McDonalds and we will do analysis of these two fast
food restaurants.
Being a responsible corporate citizen, McDonalds firmly believes in giving back to the
communities it operates. We love to provide support and encouragement to the people who need
it the most. Every year we help set up and support numerous educational, sporting and charity
programs designed to help a wide range of people.In Pakistan Hardees goal is to supply the good
Kossel, et al, (2007), this paper examines is to determine those elements which affects the
preference of consumer during purchasing. The most affecting factors of consumers decision
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towards product cost, attributes of the product, accessibility of the product and so on. He did
The objective of our paper is to measure the customers choice towards international fast food
restaurant in Karachi. In this we will discuss those factors which are related with consumer for
example they look for peaceful atmosphere and good quality products and the most important
And in the last our research paper will be useful for the marketing department because in this paper
we will focus on the location because every person is more concern about location of fast food
restaurants.
Previous research entirely based on how to grab customers who have already a loyal of their
explicit traditional restaurants towards fast food industry, the most considered variable includes
ambience of the restaurants that how they contributes a major role to influence a consumer 1 .
Also previous research papers include convenience as a variable because some customers wish to
But however our study fallouts are based on that what are the prime variables that influence any
person to select one brand among all of the brands who are serving same nature of food. The
1
Horeco(2000)
2
Klassen,Trybus(2005)
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variables include service, convenience, brand loyality, brandimage, and location. The target
audience of our research is the core customers only and the brands which we have focused are
Hardies and Mc Donalds the location for conducting interviews is gulshan-e-iqbal (including all
Identify those components of International fast foods that impact on consumer preference.
What are the factors that influence on consumer preferences towards international fast food
restaurants?
This paper is useful for new comers who want to explore the core ideas related towards
upcoming or existing fast food restaurants and also valuable for marketing peoples who wish to
Our study is totally based on particular consumers of that specific brand so our findings or results
will be able to represents the preferences of the general public who wish to buy the products of
that brand which are specifically beef lovers and the other most important issues is limited time
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The independent variable we came up with is marketing campaign which can alter the consumer
preference in fast food industry. Food is a sensitive item about which consumers are very
conscious whether it is quality wise good or hygienic and in Muslim countries the products
should be halal so all these things are part of highlighting when marketing goods. A good
marketing campaign which analyzes the local culture can benefit from it.
The other independent variable we analyzed is brand image. Brand image in fast food industry
plays a role which affects consumer preferences, the brand which is well known all around the
world it carries an image itself and has goodwill attached to its name, so new consumers are
automatically attracted towards such brand. Then again when such huge brand enters into new
and different culture they create and give a local touch so that people associate it too easily.
Independent variable loyalty is most valuable factor act on consumer preference. Holding and
keeping consumers loyal to your products is not a piece of cake for any company when you have
huge competitions out there. This requires hard work, experience, and providing quality with
consistency and above all giving the consumer what it wants, and then comes the customer
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Service is also a crucial independent variable for consumer preference. Companies providing
good service with consistency can attract more users and retain their own users, and keep them
loyal. For example business or elite class dont really care about the price the products all they
care about is the quality and the service, whereas youngster especially students go for deals and
discounts offered at fast food. So service has to be such it makes the demand of masses answered
Convenience and location plays a vital role because consumers want the outlets of fast food near
their homes, workplace, school, universities and institutions so that they can easily go there when
they are out at lunch and dinner times. So opening up a restaurant at a location where people will
come is very important. These businesses are sensitive to this factor, so convenience is a major
Anita Goyal N.P. Singh et al (2007) in this research article we explore the preferences of Indian
consumer and what are their preferences about fast food, the author focused on the consumption,
hygiene and nutritional values of the consumers, in this research the sample size was taken about
200, and It was thought that this number would be appropriate. The findings of this research is that
the Indian consumer like to have fast food as their meals and like to visit fast food outlets, but in
their mind their first choice is homemade food. They feel that it is for hygienic and is much better
than outside. The variables of this study are quality, hygiene, nutritious food and service. Although
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the fast food outlets rating are getting high but the consumers visit fast foods to go for a change
and fun, but not as a substitute to homemade food. Consumers are really very concerned about the
hygiene and nutrition of food served at fast food, so in future the competition in the market of fast
food would be on the quality and hygiene of the food product they are offering.
Ali Kara et al (1997) in this article it is explored about the marketing strategies of fast food outlets
and the perception of consumer is creating in their minds. This study is focused on two countries
which are a huge market of fast food, America and Canada. In this research the researcher has
focused on the idea that fast food should be marketed according to the culture and perceptions of
the local market. How is it perceived in certain country it could be perceived differently in other
culture? So the author has analyzed the two countries and their pattern. As this study is done on
two countries so the sample size would be the population of both countries US and Canada or the
fast food consuming public of these two countries, 179 questionnaires was obtain by US sample
and 141 usable questionnaires was retrieve by Canada. Variable of this study is the culture, which
builds the perception in the minds of the consumer about the fast food which they want to consume
or not.
US consumer place hamburgers at the top while Canadian put seafood at the top. US consumers
second choice is pizza while Canadians is hamburgers. But as findings showed that there is no
difference in the timings of consumption of fast food between US and Canadian consumers.
Usman Ehsanet al (2012) this journal is about the consumer preference of fast food, and the factors
which influence them to select or reject any particular fast food restaurant. So this article is about
recognizing those factors and identifying the cultural and regional differences in consumer
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behavior. Samples of 447 questionnaires were distributed in universities of three cities in Pakistan.
Following are the variables of this study, price, and variety of food, promotional deals and timely
service. The conclusive results of this study shows that in all the three cities of the same country
the factors vary for which consumer prefer the fast food. For some service is more important and
for some the quality and hygiene of the food is the major factor.
Bjorn Frank et al (2012) this research is about the formation of fast food restaurants by the
consumer attitudes. This study focuses on the obesity problem in youngster who consumes fast
and junk food a lot, and the difference in the attitude of teenagers and adults towards fast food.
Findings show that the teenagers do realize the negative effects of the consumption of fast food,
but they fail to choose a healthier diet over their love for fast food and to satisfy these urges as
compared to adults.
Jabir Ali et al (2010) this article is about the development of modern food industry had introduced
by the consumers choice and behavior. The sample in this research taken was 101 households
who had sufficient purchasing power. Variables of the study are price, quality and variety. The
finding shows that preferences of consumers indicated the cleanliness of the food products and its
fast service, and the availability of the outlet nearby their home. Food consumption is changing
around the world as life is speeding up people are more attracted towards the fast deliverance of
Frewer et al (2012) categorize and examine consumer preferences and information needs on the
topic of the immediate message of peril and damages connected with food exploitation. A total of
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33 consumers play a part in the hub group negotiations. Consumer preferences on the subject of
reference to the net health collision of consuming fastidious foodstuff may be precious to
consumers, in particular information concerning the net impact on both life anticipation and
excellence of life. Although group may be responsive that a number of foodstuffs or component is
good quality or bad for their healthiness, they may not be aware about the faithful health impacts.
Precise information in relation to how specific products or ingredients may influence fitness, for
example in terms of transform in life probability and quality of living, may boost the
meaningfulness of the information for patrons. For most members, getting only information about
life suspense or quality of life was not satisfactory information to make an informed decision so
that fast food restaurant has no take some of major decision that influences the consumers
Schoormans et al (2010) inquire about to evaluation how favorite used for illustration
sophistication and equilibrium depends on the mixture of product value that is important to
community. 512 members of an end user domestic explore panel associated with a most important
customers and dependent variable were item for consumption, assessment straight inference for
executive management segment of manufactured goods advance concerning to make as the crow
flies the proposition crack with objective of customers and influential unmistakable item for
LANNES et al (2008) projected at evaluate the sensory acceptability of chocolate crammed with
strawberry, orange or passion fruit pulps, mixed in fondant, in a hydrogenated chubby pedestal as
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well as as truffles. Ninety four customers take part in the test using a 10 cm hedonic weighing
machine to charge the on the whole liking of the mock-up. Two-method of inquiry of difference
and the interior penchant mapping procedure be used to examine the information. Consequences
give you an idea about a high-quality generally predilection on behalf of more or less all tasters,
Baldwin et al (2011) demonstrate that innovation; taste and symptom are the most significant
feature of new citrus. Wide-ranging preferred stay alive in the middle of customers in addition to
together demographic and a behavioral changeable has historic force resting on fondness. Specify
there are no major top predictors of customer preference. Though, it develop into observable
when their preferences are changed, either autonomously or by advertising and other forms of
selling effort. The objective of this paper is to present a theory of consumer demand with variable
preferences. The assumption that the individual consumer has a unique ordinal utility index
function is replaced by the assumption that he has a family of ordinal utility functions; advertising
expenditures by the sellers of commodities are assumed to determine which one of these ordinal
utility functions is to be maximized. From these assumptions are derived a number of theoretical
relations which measurements defining advertising elasticitys of demand must satisfy. The
Jehoushua (2000) the modeling of preferences for multi attribute alternatives has received an
increased attention in marketing (consumer behavior) and management science (decision analysis).
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The research in the two disciplines is closely related and can be applied to predicting consumer
preferences for multi attribute options. The purpose of this paper is to illustrate and discuss several
preference models and measurement techniques that have been used mainly by decision analysts
and which are applicable in the consumer preference judgment context. A pilot application of the
measurement techniques which provides some insight on their relative predictive accuracy and on
Srinivasanet al (2005) a new ways for measuring, analyzing, and predicting a new brand's equity
in a makter. As we know that Brand equity is defined as it is the intangible asset its a symbol or
name where we identify to use the source of product strategies to enhance a brand's equity.
According to the analysis brand equity can create a certain level of significant value
Hauser et al (1982), in this article, authors found consumer responses during when they tried to
new products. In this article, authors did quantitative research and they used stochastic models to
identify the consumer response towards marketing strategies and there are 6-7 marketing variables
such as: innovator, price-off deal, advertising, social and personal norms, product improvement,
product positioning and word of mouth. The objective of this article is that marketing manager is
launching a new product and he wants to know how quickly consumer will try the sample and
researched among three products that were purchased by the consumers. These three products are:
Bayer, Excedrin and Tylenol. And the conclusion of this article is that when the marketing manager
launches a new product that product does unaware from the consumers.
Kerssenset al (2005), in this article authors did research on consumers choice in their social health
insurance. The main objective of social health organization is that to become consumer oriented
and more proactive to manage health. Health cares expenses are too expensive in European
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countries. They used nonlinear additive model to identify health status about personal and family
characteristics and they mailed their questionnaire to 842people to one of the main Dutch health
institute fund and only 365 gave response. In this paper, the independent variables are: personal
characteristics such as age, gender, income, health status, illness, family situation etc. and
dependent variables are: premium, , nobody claim discount, choice of family physicians and
hospital, dental benefits and so on. The conclusion of this article is that Dutch population is
homogeneous regarding their satisfaction with insurance funds and the most frequently reason
where people choosing a health insurance in early when they adult with the recommendation from
Koksalet al (2007), in this article the purpose of this study is to identify the factors affecting the
consumer preferences and children behaviors clothing sectors in Turkey, as we know that the
majority of turkey population is under 18 years old . The most affecting factors of consumers
decision towards childrens are many thing it can be clothing are the convenience , payment,
quality and size of clothing. He did market survey to determine the factors that affect consumer
preference. And the conclusion of this study is that to explain the growing childrens clothing
market.
Ryan et al (1996), author did conjoint analysis as a method of getting visions into the preference
for food product. To establish the trade-offs that consumer make between price, quality and
location of acquisitions in the acquiring of fruits and vegetables. In this segmentation of the price
aspect by salary, those who have higher salary they will able to pay high. Authors founded results
through questionnaires because they felt it is the easy way to gather data and take meaningful
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answers. The result of this study suggested that is to establish consumer preferences for alternative
Zhang et al (2008), the purpose of this research is to determine the product and process effect on
consumer preferences for online and offline channels. The transaction process has a significant
impact on consumer preferences for online and offline channels. Authors did a questionnaire
survey and it was limited to college students. The authors suggested that this paper will facilitate
those managers who are involve in designing and choosing transactions channels based on product
Siau, et al (2003) examines issues in providing services via wireless technologies, i.e. mobile
services. They discuss the challenges facing by mobile services, such as changes in business
constraints, security concerns, and user distrust in mobile applications. The authors also discuss
the research issues, such as killer applications, usability, user interfaces, mobile access to
Leppaniemi, (2005) presents the study which investigates the consumers' willingness to accept
mobile advertising. First, they study the factors that influence the acceptance of mobile advertising
from both industry's and consumers' point of view. Second, based on a review of previous studies
in the field, the authors propose a conceptual model of consumers' willingness to accept mobile
advertising. Their findings provide several conceptual and managerial insights into the role of
Farris et al (2012)The article define the possibility that the consumer might demand advertising as
a form of information, that a Manu- facture might advertise to strengthen his/her position most
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efficiently, and that a manufacturer might find advertising the most cost-effective device for
communication and competition in a world of mass marketers has often been overlooked.
Frequently instead, the apparent effects of advertising in a few highly visible product categories
have been used as the model for all consumer products; statistical results have been misused and
misinterpreted.
Karjaluotoet al (2005) argue that the choice of a mobile phone is a subjective choice situation;
there are many reasons to change the cell phones, it can be on cost, loyalty, image, etc. and the
result of this research is that the students have changed their mobiles.
Almeroet al (2011) this research has been done in Jordan by the framework of telecom industry.
They use the quantitative technique the sample size was 648 questionnaires was use 55% was filled
with male and 45%was filled female. Consumer choice was the dependent variable and brand
Al-Shiblyet al (2010) to examine the relationship between customer service skills and customers
loyalty through examining the mediation effect of customer satisfaction dimensions in Jordans
mobile service operators. They use the quantitative technique the sample size was1007 structural
equation modeling, and after a series of exploratory and confirmatory factor analyses, the authors
tested an integrated model of customer service skills and customer loyalty through examining the
customer service skills and customer loyalty. Findings It was found that three of customer service
skills components, namely; reputation building skills, nonverbal communication skills, and
customer service culture have positive relationships with customer service satisfaction dimensions
(overall, functional, and technical customer satisfaction). Also, overall customer service
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satisfaction and technical customer service satisfaction dimensions fully mediated the relationships
between customer service skills and customer loyalty dependent variable was Reputation Building
Skills Problem Solving Skills Verbal Skills Nonverbal Communications Skills Customer Service
Culture Skills, Customer loyalty and independent variable were Customer satisfaction.
service providers (MTSPs) in the northern region of Namibia. A survey gadget is working to gather
information as of customers of the three cellular phone machinist in Namibia. The study optional
precise marketing strategies on the way to develop the achievement of MTSPs into this aggressive
marketplace and guarantee superiority service freedom to make happy to customers. The
autonomous variables are social factors, service worth, value, endorsement and services
accessibility as well as needy variable was Satisfaction. The author have adapted quantitative
subjective by marketing merge fundamentals. The up to date study recognized that customers seem
at the call rates; promotional mix offers such as free calls/minutes and free SMSs, and promotions
with discount and free sample play a vital role in customers choice of MTSP.
Hossainet al (2012) study is designed for the analysis of the consumers preferences for selecting
the telecom operators in Bangladesh. This study includes an empirical analysis using AHP model
based on some criteria of consumers preferences. This study provides relevant ranking using AHP
model rather than finding the causal relationship among the variables. The nature of the study is
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of descriptive type with an empirical analysis. For the analytical purposes ranking of the telecom
operators are being made using the Analytical Hierarchy Process (AHP) model. It emphasizes on
the AHP ranking of the telecom operators based on some criteria of consumers satisfaction.
Rajpurohit, et al (2011) the time period of IT, now a day IT is providing fast and informative
knowledge to its users. As we see in every country nowadays the growing market in the world is
telecom industry. A service of the telecom industry is being provided by the internet access
provider, due to the new technologies and IT these restaurants also can take help from them to
Seungjin, at al (2010) the Research of mobile is being used by the customers. Business can be run
in the market by the customers only because if a business man cannot design his products according
to the taste of customers. In order to gain more customers mobile phone network companies should
focus on customers services with different plans and packages according to their ages and
demands, nowadays unlimited voice plans packages are getting more popular so they need to focus
in this area.
Anthony, et al (2010) In India telecommunication sectors is growing day by day with the economy
opening up, competition in this sector is increasing. The entry of private companies promoted the
use of cellular phones in the country. There are 22 private companies providing mobile services in
14 telecom circles and three metro cities, covering many towns across the country. There are two
types of mobile service networks: GSM and CDMA. Major players operating in India in GSM
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sector are: Bharat Sanchar Nigam Limited. In the telecom sector service and quality is one of the
major key point, companies should remain understand about the competitors, they are growing
fast, also customer satisfaction is one of very important thing, which effect the organizational
profitably satisfaction of customer leads to repeated purchase, loyalty and positive words about
the brand.
Chapter 3.Methodology
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Quantitative Approach
For our primary data we have adapted the quantitative approach as it provide the accuracy,
trustworthy illustration and plan, potential to make causality declaration, beginning to end the
make use of prohibited research, numerical method assign for complex examination.
Explanatory: Explanatory research is done in order to explain behaviors of the market and it is
done over topics which are already explored, but they still need to be elaborated. It could be done
Co-relational
The data has been collected from the consumers of two of the major international fast food brands
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behavioral etc. In this paper, we are targeting the market by gender wise i.e. male and female both,
age wise i.e. 16+ and location wise i.e. within areas of Karachi.
In this research, we will make questionnaires and we will collect data through Likert Scale. The
format of Likert scale is that: 1. Strongly Agree, 2. Agree, 3. Neutral, 4. Disagree, 5. Strongly
Disagree.
In this paper, we will conduct purposive sampling. Purposive sampling is also called judgmental
sampling it means that it is based on the knowledge of the researcher and what are those units on
which he is conducting the study. It is very useful sampling for the researcher for some situations
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Factor analysis:
called factors.
Regression analysis:
Regression analysis is a procedure for calculating the relationships among variables. It uses for
forecasting and it also widely understand the relationship of dependent and independent variables.
It tells us typical value of dependent variable changes when one of the independent variable is
varied.
restaurants.
H03 : There is an insignificant impact of service on consumer preferences while choosing fast food
restaurants.
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H04 : There is an insignificant impact of loyalty on consumer preferences while choosing fast food
restaurants.
H05 : There is an insignificant impact of brand image on consumer preferences while choosing fast
food restaurants.
3.11.1 Location
3.11.2 Service
Service offers a familiarity with the purpose of assemble customer opportunity. It generates
pleased consumers. Bad service can make criticism. It can effect in lost sales, as consumers force
Good service engages rising connection with consumers, confidently most central to long-period
associations. It builds compensation for both consumers and the industry alike. Consumers
promote for the reason that the industry is as long as a service that meets their desires. The business
payback as pleased regulars is likely to be recur customers. Service is exercise to deposit the way
3.11.3 Loyalty
Brand loyalty is that a person buys product or services repeatedly from the same manufacturer.
The result of brand loyalty is behavior of the consumer and it is affected by some consumers
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price.
Brand image is the existing outlook of the consumers regarding a brand. It can be distinct as a
exclusive bundle of relations surrounded by the mind of object customers. It is a set of beliefs held
about a specific brand. It is the approach in which a precise brand is to be found in the marketplace.
Brand image convey moving importance and not presently a mental reflection. Brand image is
positive brand image are- exclusive symbol sparkly organizations image, slogan describing
organizations business in concise and brand identifier behind the key values.
4. Data Analysis
In this chapter 4, the data has been established in an order. The data will be examined by the use
4.1 Reliability
The data of reliability has been determined by applying statistical tests of reliability. The
questionnaire for this study based on 30 questions which contains both dependent and independent
variables. Reliability test has been tested in SPSS software, according to limitations the value of
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Cronbachs Alpha should be more than 05 or 50%. The Cronbachs alpha value for this study is
Table 4.1
Reliability Statistics
Convenience 3 .516
Overall 18 .705
The first variable Service has 3 items and the value of alpha of these items is 0.463. In the
second variable Convenience has 3 items and the value of alpha of these items is 0.516. In the
third variable Brand Image has 3 items and the value of alpha of these items is 0.275. In the
fourth variable Brand Loyalty has 4 items and the value of alpha of these items is 0.509. In the
fifth variable Consumer Preferences has 5 items and the value of alpha of these items is 0.513.
First three variables have 3 items, one has 1 item and the last one has 1 item, it means that these
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Table 4.2.1
Df 190.000
Sig. 0.000
As per the condition for the value of alpha that it should be more than 0.50, so the reliability of
the data that can be checked by the value of Cronbachs alpha and the values of both dependent
and independent variables which are greater than 0.50. The value of KMO of independent
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Table 4.2.2
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Above table 4.2.2 defines the correlation between dependent and independent variables. The
highest value of correlation shows the highest level of relationship to the dependent variables. It
Adj. R2 0.311
Table 4.3.1 describes the statistics of all variable both dependent and independent variables with
their beta value, co-linearity value, significant value. The value of shows us the nature of
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relationship between dependent and independent variables. If the value is positive means that
there is positive relationship between independent and dependent variable and the negative value
of means there is negative relationship between independent and dependent variable. In above
table Services, Convenience, Brand loyalty and Brand Image have positive impact on Consumer
preferences.
Consumer preferences = 0.603 + 0.133 (Services) + 0.278 (Convenience) + 0.229 (Brand loyalty)
The t value in table 4.3.1 shows the relative importance of each variable in above model. P value
shows significance of each variable. In above table values of Services, Convenience, Brand
loyalty and Brand Image variable are less than 0.05 which means each variable has significant
effect on Consumer Preferences. VIF value shows the coefficient of multiple co-linearity which
means that the variables are very much connected with each other. When two variables are
highly correlated it means both variable are showing same occurrence and both are showing
same information.
If the value of VIF is greater than 10 there multi co-linearity exists. In above table the VIF value
for all variables are less than 10 it means change in value of any variable does not affect on
values of other variables. Value of adjusted R square in above table shows adequacy of model
with is 0.311 that shows independent variable (Services, Convenience, Brand loyalty and Brand
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5. Conclusion
5.1 Conclusion
The main reason for doing this study is to explore those factors which influence consumer
preferences towards international fast food restaurants. For this purpose we have designed an
easy and understandable research instrument (Likert scale Questionnaire) and filled it from the
consumers of Mcdonalds and hardees, these respondents are from Karachi only. The variables
used in this research are Consumer preferences as dependent variable, and Services,
Convenience, Brand loyalty and Brand Image as independent variables. The sample size in this
research was 235. After the collection of data we have applied different tests. First,
we applied reliability statistic to check the reliability of the data, then applied factor analysis test
to check the value of KMO (Kaiser-Meyer-Olkin), and also checked the items which were
included in the instrument, whether these are in proper form or not and at last we applied
multiple linear regression test and checked that which factors are most effecting Consumer
preferences and after complete analysis we found that Services, Convenience, Brand loyalty and
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5.2 Recommendation
The purpose of this study is to identify those components of International fast foods that impact
on consumer preferences. After conducting the research the result shows Services, Convenience,
Brand loyalty and Brand Image have significant impact towards the product, and convenience is
Consumer preferences are varied by individual to individual, it is very hard to say that each and
every person considers only a few set of variables effecting them, so for our research the variable
which we took were just a few of those most common ones otherwise if we included other
variables too the research would have got more broader and time consuming. But still we have
learned a lot from these figures which we have generated and experienced just a glimpse of how
the researchers work and what problems they face while conducting researches.
Following are the points for recommendations with respect to this study.
Convenience is one of the important factors in making the consumer prefer a brand; every
Services should be such that customers are satisfied by providing them best quality service.
Brand loyalty is also very important, this is achieved when company provides the features
which are liked by the user, so that they show their commitment towards the products and
Image of brand is very important; company should try to increase the image for product in
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It is recommended that the research should be done in all parts of Pakistan for better
understanding.
It is also recommended that the research should also be done by using different variables
It is also recommended that the research should also be done in overall fast food industry.
It is also recommended that the research should also be done by using Qualitative
technique.
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