Abstract and purpose
By utilizing “ personal study ” questionnaire, 150-200 pupils of City University of Hong Kong will be asked, in order to happen out the competitory advantage of Pizza hut and comparison with Spaghetti House for topographic points to purchase nutrient in names and references from Hong Kong Island, Kowloon and New Territories. Addresss were country codification to census piece of lands.
Based on single factors are traditional accounts for the inability of some people to alter dietetic wonts. This survey examines the nutrient service by Pizza Hut and its competitory advantages over Spaghetti House
Purpose
This work aims to happen out the successful factor of other rivals and to supply suggestions and groundss in order to increase the gross revenues and net incomes of Pizza Hut by better Pizza Hut ‘s services and its competitory advantages.
Background / lineation
Hong Kong is an international metropolis. There are seven million occupants and tonss of tourers would love to shop in Hong Kong therefore there are different societal civilizations exist including diet wont.
Foreign nutrient is playing an of import function in Hong Kong to accommodate clients ‘ different demands. There are a batch of western eating house in Hong Kong such as, Spaghetti House, McDonald ‘s, Kentucky Fried Chicken ( KFC ) and Pizza Hut etc. Tonss of people particularly adolescents like Pizza Hut really much, they love to eat western nutrients, so Pizza Hut attracts a majority sum of regular client for a long period.
Pizza Hut is an American celebrated eating house concatenation, offering different manners of pizza along with side dishes including pasta, American bison wings, bread-sticks, and garlic staff of life, Pizza Hut is a subordinate of Yum! Brands, Inc. , the universe ‘s largest eating house company, with about 34,000 eating houses, delivery-carry out units, booths in 100 states.
Pizza Hut has been functioning Hong Kong for about 30 old ages. The first Pizza Hut eating house opened in Hong Kong in 1981 with its first bringing service began in 1992, while the concern of Pizza Hut is still increasing every twelvemonth.
Since 1987, Hong Kong Pizza Hut franchise has owned by the Jardine Matheson Group. At present, Hong Kong Pizza Hut has a sum of over 70 subdivisions and more than 3000 employees.
The chief rival of Pizza Hut is Spaghetti House.
Spaghetti House is besides a celebrated western eating house in Hong Kong. The bill of fare of Spaghetti House is similar to Pizza Hut ; its mark market is a small different from Pizza Hut.
Pizza Hut vs Spaghetti House
i?ZWhich one is more celebrated?
i?ZWhich one bash clients prefer?
i?ZWhich merchandises are more competitory?
We hope to happen the reply during this undertaking.
In this undertaking, we ‘ll analyse the 7Ps of market schemes of Pizza Hut and take the personal study in order to happen out the competitory advantage of Pizza Hut and the comparing with Spaghetti House in Hong Kong. More, we can besides cognize that which 1 is better and more celebrated.
Second, we focus on physical groundss from clients ‘ sentiments to better the environments of both eating houses.
Finally, we refer to the consequence gained from questionnaires to do the recommendations and suggest new selling schemes to Pizza Hut for the betterment.
Objective and research inquiries
Study the demographics of mark clients
Determine which attributes of pizza are the most of import to the clients
Determine the penchant of merchandise bundle by the clients
Determine the credence of new merchandises by our mark clients
Identify the purchase behaviour of the clients
Identify which publicity channels are the most effectual
Measure the satisfactory degree of clients towards Pizza Hut
Critical Literature Review
Western fast nutrient concatenation ‘s development and impact in Asia
Majority bookman to believe nutrient is more affected by civilization to curtail in ingestion merchandise.
Equally far as comparatively other merchandises concerned, that is more hard to alter the client ‘s behaviour such as U.S breakfast ‘s maker “ Kellogg ‘s ” to pass 20 old ages clip in Japan, ability success to entry usage as major rice and kelp soup make breakfast of ingestion market.
Some state and territory such as Japan and Hong Kong ‘s kids as respects coke, pizza and spaghetti etc foreign state ‘s nutrient ne’er once more, but that “ local nutrient ” is accompany kids to turn and unite in local civilization.
From the above, Pizza Hut can place market chances and develop targeted publicity programs. Therefore, research and development professionals stay on HK of rival enterprises and explore demand for fast nutrient merchandises.
Ad bureaus working with clients in the nutrient industries understand the merchandise purchaser to develop messages and images that compel consumers to buy Italian nutrient merchandises.
Business development executives understand the kineticss of the market and place possible partnerships.
Finally, information and research centre librarians provide market research workers, trade name and merchandise directors and other co-workers with the critical information they need to make their occupations more efficaciously.
A 360° Position of Fast Food and Impulse Habits
Here has immense market growing potency for makers and retail merchants to development in fast nutrient ironss and fast nutrient services. Harmonizing to the ACNielsen study consequence, citizen ‘s mean monthly purchase frequence in fast nutrient, impulse nutrient and drinks is around 20.
Monthly Purchase Frequency for Impulse Food and Drinks in Hong Kong
In add-on, in a planetary consumer study conducted over the Internet by ACNielsen in October 2004, 30 per centum of Asia Pacific consumers claimed to eat takeaway at least one time a hebdomad, closely behind the US ( 33 % ) .
As the consequence, eight of planetary top 10 ‘s fast nutrient ingestion market from Asia Pacific, and Hong Kong ranks is the universe ‘s No.1, have a fast nutrient than traditional 26 % higher than the United States, difficult upon is Malaysia ( 59 % ) and the Philippines is 54 % , 12 % said ne’er once more to eat fast nutrient, have 35 % eat fast nutrient even more.
ACNielsen ‘s informations besides showed that although in the United States have 97 % of grownups do non mind eat fast nutrient, but this information has besides been Asia exceeded.
From this consequence, fast nutrient civilization can popular in Hong Kong is about the Hong Kong peoples to demand fast and convenient life style.
Many people require fleet and convenient, hurried meter of life may non hold clip to cook at place, it affects our life style, make to popularity of fast nutrient civilization in Hong Kong. As the same clip because of the convenient location, the monetary value is cheaper.
In extra, because may about Hong Kong people ‘s personality, most are non satisfied to pass excessively much clip on waiting. However, adolescents normally to eating fast nutrient more during the midday or after school. While an grownups to eat breakfast is out of place that provides an chance for providers and retail merchants. So, fast nutrient civilization is the most gross revenues in Hong Kong.
Top 10 Global Markets for Weekly Fast Food Consumption
Hong Kong
61 %
Malaya
59 %
Philippines
54 %
Singapore
50 %
Siam
44 %
China
41 %
India
37 %
United states
35 %
Australia
30 %
New Zealand
29 %
Beginning: ACNielsen Online Survey, October 2004
Modeling redemptions frequence and client satisfaction for fast nutrient mercantile establishments
In this competition environment of Hong Kong, taking the company is necessary client that requires passing many resources to heighten client trueness and satisfaction with the company. Therefore, the company need understanding what factor is affect client ‘s behaviour and satisfaction, and so seek to better the client services quality in the fast nutrient industry, therefore assist do more trueness clients.
Bettering service quality has become one of the most of import schemes a service supplier can utilize to distinguish itself from its rivals and therefore place itself more efficaciously in the market place ( Cronin and Taylor, 1992 ) . Rust and Oliver ( 1994 ) suggested that quality is one dimension on which satisfaction is based.
Although many surveies provide a theoretical footing for analyzing the relationship between waiting clip, consumer satisfaction and return frequence, they have failed to look into the relationship between waiting clip and the return frequence. The purpose of this survey is to look into the impact of waiting clip and other service quality factors on client satisfaction and return frequence in the fast nutrient industry. As waiting clip appears to be a critical factor of the services in fast nutrient operations, hence, fast nutrient industry is chosen for our research intent.
Based on a study of fast nutrient mercantile establishments, we formulate a redemption frequence theoretical account and a satisfaction theoretical account. The repurchase frequence theoretical account describes the relationship between the figure of return visits and service quality factors including waiting clip.
The overall satisfaction theoretical account describes the relationship between the client ‘s overall satisfaction degree, the waiting clip and other service quality factors. These theoretical accounts will assist directors to place root causes for client satisfaction and trueness and therefore enable them to do focussed betterments in critical countries to better profitableness.
Hong Kong fast nutrient civilization
Hong Kong is a daintinesss Eden, and besides is a fast nutrient Eden, assorted Chinese and Western fast nutrient eating house at Hong Kong everyplace, lunch take-out to office are besides has good thought or concern.
Hong Kong fast meter of life, high working public presentation, many things have to emphasize efficiency and effectivity of demand. It is because fast nutrient more emphasize fast, hence many nutrients have prepared cooked and heating for consumers. So, fast nutrient civilization offers fast and convenient particularly popular for peoples.
Presents, the intents to co-operate for healthy manner, fast nutrient already changed into emphasize nutrient ‘s quality and nutriment, many nutrients have consumer to pay or order so get down cook. Therefore, nutrients will more fresh and higher quality than prepared cooked.
At the other difficult, fast nutrient concatenation to be peculiar about ornament than before, show the high category and metropolis life style ;
Detrude of fast-food eating houses in recent old ages, hot pot, Fe repasts and other nutrient types, doing clients to remain longer in the fast-food eating houses, but besides because of the fast-food eating houses to do nutrient picks many more clients are willing to sponsor fast nutrient eating houses.
A fiscal tsunami to help development fast nutrient industry
Although planetary fiscal tsunami cause economic recession, but fast nutrient ever is providing trade ‘s alien flowers, Pizza Hut, Burger King, McDonald ‘s and Kentucky Fried Chicken ( KFC ) these fast nutrient ironss have grow a concern volume in this period. Cafe De Coral, Pizza Hut etc. besides want to development this period.
Due to economic crisis affected unemployment and so on ground, therefore affected consumer ‘s assurance. However, relatives enhance of fast nutrient ‘s attractive force, increasing peoples in order to salvage times or money abandoned traditional eating house repasts, and tend to pick fast nutrient. Therefore, fast nutrient concatenation has obtained more market.
Form the above ; Pizza Hut should go on its variegation scheme to derive more market portion.
It should integrate or develop healthier nutrient include low-carbohydrate pizzas to fulfill the demands of different client. If it is able to remain in front of the competition in this facet, they will hold a strong competitory advantage over other companies.
Service quality in the fast nutrient industry
Service quality has become a prevailing portion of all advanced organisations ‘ strategic programs. Increasing attending paid to service quality has resulted in more advancement and net income for organisations. At an international selling degree, in a battle for a portion of market, directors have to understand and cognize how to modify their operations for success in the assorted civilizations of Hong Kong.
From the above ground, can organisation supply good service ; staff ‘s quality and accomplishments have of import influence. Therefore, enhance staff with the preparation and better the quality of services, Including improves the quality of staff and client service and supply effectual services such as staff is advised to reexamine the invitees a La menu in order to cut down chances for mistake, the bill of fare and dishes can be coded to ease informations input, eating house clients should be informed in progress of waiting or cooking clip and acceptance a recognized service criterions and guidelines etc. These can be fulfilling consumers ‘ demands and attraction their have to sponsor.
Research methods/ Methodologies
Class
Options
The grade to which the research inquiry has been crystallized
1. Exploratory survey
2. Formal survey
The method of informations aggregation
Monitoring
Communication Study
The power of the research worker to bring forth effects in the variables under survey
Experimental
Ex station facto
The intent of the survey
Reporting
Descriptive
Causal-Explanatory
The clip dimension
Cross-sectional
Longitudinal
The topical range – Breadth and depth – of the survey
Case
Statistical survey
The research environment
Field puting
Simulation
The participants ‘ perceptional consciousness of the research activity
Actual modus operandi
The chief intent of our survey is needed to happen out the comparing of Pizza Hut and Spaghetti house. We need to roll up the primary informations and secondary informations to analysis Pizza Hut ‘s 7Ps chiefly. ( Product, Price, Place, Promotion, People, Process and Physical environment )
First, we collect the secondary informations from cyberspace to cognize backgrounds, histories, nonsubjective, and the one-year studies of Pizza Hut and Spaghetti House etc. Then, we collect other utile information on the cyberspace. Afterwards, we go to libraries to happen books such as population information and literature.
After that, we use “ Self- Administered Surveys ” ( Intercept and computing machine ) and “ Personal Interview ” ( Questionnaire ) to roll up the primary informations. Indeed that information is related to our aim. To roll up primary informations, we will plan a set of questionnaire about 7Ps.
The method is taken by samples in Hong Kong ( different parts in Hong Kong, Kowloon and New Territory ) . The proportion will be 60:80:60, a half of male and female. It can be avoided unjust impregnation. The sample size will be 200 that it can be reduced prejudice. The age distribution bounds are 10 to 40. Our study method is face-to-face interview, after the interview we ‘ll give them a gift. ( Such as voucher )
We can understand Pizza Hut ‘s competitory advantage through information and do the recommendations on new market schemes for Pizza Hut for farther betterment. However, we have limited information in secondary informations. In conclude, our information chiefly come from primary informations.
Secondary information is collected from other peoples or organisations, general major secondary information ‘s beginnings are internet and day-to-day, furthermore including study, nose count and company ‘s records.
However, the primary informations is change by reversaling the secondary informations, its major used in study research works.
Secondary information ‘s advantages is save more cod information ‘s clip, because many background work may transport out or complete, such as some reappraisals and instance surveies was carried out, statistics and published book may used to media publicity.
And about the secondary information ‘s disadvantages, because the informations beginnings non every is trustworthy, even governments informations may undependable.
Secondary informations can be obtained from two different research strands — Quantitative and Qualitative.
Quantitative included lodging, societal security, nose count and other related databases.
Qualitative included focal point groups transcripts, observation records, structured interviews, semi-structured, research-related paperss and other personal.
Any needed respondent to finish the questionnaire by oneself is referred to as a self-administered study.
The most study method is via usage cyberspace, facsimile, newspaper and electronic mail, or via eating house and store ‘s feedback signifier. Harmonizing to this self-administered study is require some inaccurately questionnaire considerations, because have some respondent may do sensitive inquiry or other particular ground therefore to indiscriminate reply the inquiries.
Self-administered study ‘s advantage is utilizing anon. signifier to reply the questionnaire, therefore do the questionnaire ‘s reply have more effectual and true. At the other difficult, can do respondent more convenient to reply, and can extinguish the prejudice, the cost is more than telephone and personal interview cheaper.
However, the most of self-administered study besides non existent to command who to reply questionnaire, the respondent may read other portion of respondent ‘s reply, therefore affect their feedback.
A personal interview is one of direct research method that allows face to confront conversation between an interviewer and the respondent at place, in shopping centres or everyplace. The usage of personal interviews provides interviewers with sentiments, and the procedure of interaction via apprehension.
Personal interviews allow analyses of ideas, attitudes, behaviours, and sentiments that have a high degree of content cogency ( Babbie, 2006 ) .
Personal interviews are an appropriate qualitative informations aggregation methodological analysis in a assortment of scenes including geographic expedition of issues in sensitive countries such as internal bureau ratings or internal bureau satisfaction surveies. Personal interviews allow participants to portion qualitative information in a mode that allows freer look of thoughts and sentiments.
Advantages of personal interviews:
1. Qualitative informations obtained from little sample.
2. Rapport leads to fewer refusals.
3. In-depth replies possible.
4. Observation improves truth.
Disadvantage of personal interviews:
1. Invasion of privateness.
2. Interviewer prejudice.
3. Cost: Professional Interviewer expensive.
4. Peoples non at place.
5. Can be slow and clip consuming.
6. Postal studies: Distributing or get offing door to door a written questionnaire to a sample of purchasers for their completion at place or at work.
