SupervisorProf. Charles V. Trappey

Student:Tymur Bilozerov 9716813

National Chiao Tung University Department of Management Science

Research Objectives Research Steps Literature Review Target Group Research Method Primary Data Data Analysis and Results Conclusion

The Fast Food was defined as “general term used for a limited menu of foods that lent themselves to production-line techniques; suppliers tend to specialize in products such as hamburgers, pizzas, chicken, or sandwiches” (Bender and Bender, 1995)

The global fast food market has grown considerably compares to the previous decade and provide great assortment of food production (Health Education Authority, 1996).

The “bad side” of fast food industry is too much salt, fat, chemical additives and sugar contained in fast food meal (Food Standards Agency, 2002).

Research Question

The main question of research – What are motivation forces of Taiwanese students to choose specific Fast Food Brand?

The main principals of questionnaires:

Q1: How often Taiwanese students go to Fast Food restaurants?

Q2: Why Taiwanese students want to go to Fast Food restaurants?

Q3: How they feel about Fast Food restaurants, such as quality, product, and service?

Q4: What are the students choosing behavior?

Hypotheses:

I. Taiwanese student often eat in Fast Food Restaurants

II. The Taiwanese student preference more MOS Burger, McDonald’s, Burger King

III.What is motivation of their choice?

Fishbien Multi-Attitude Model

where, Ab – attitude the brand ； bi –belief strength associated with attribute i; Ii – importance of attribute i for individual.

The Taiwanese student’s opinion about Fast Food

The Taiwanese female students more often going to Fast Food store and spend more money, than male students.

The biggest part of students going to Fast Food store for meal and it is very convenience.

The biggest part of undergraduate students eats inside of Fast Food restaurants, than graduate students, they prefer take out.

Total score of evaluation of Fast Food Brands

The most likely Fast Food Brand for Taiwanese students is Burger King, second McDonald’s and third MOS Burger.

If compare male students, most popular is McDonald’s, than MOS Burger and Burger King.

For female students more favorite is Burger King, than McDonald’s and MOS Burger.

The Importance for Taiwanese Students

For male students: 1. the most importance: meal price, tasty of

meal and waiting time2. the unimportance new product promotion,

and drink price, assortment

For female students:1. the most importance: tasty of meal, attitude

of the clerks and discount 2. the unimportance drink price, location and

assortment

For Taiwanese students:1. the most importance: tasty of meal,

attitude of the clerks and meal price

2. the most unimportance: drink price, assortment, location and quality of drinks

Beliefs of Taiwanese Students about Fast Food Brands

Taiwanese male students: McDonald’s:1. satisfied by clearness, attitude of clerks and new

product promotion2. dissatisfied by drink price, meal price and tasty of

drinks

MOS Burger:1. satisfied by quality of meal, seats and clearness2. dissatisfied by discount, tasty of drinks and location

Burger King:1. satisfied by seats, quality of meal and quality of drinks2. dissatisfied by drink price, location and waiting time

The Taiwanese female students: McDonald’s:1. satisfied by new product promotion, attitude of clerks

and tasty of meal2. dissatisfied by assortment, drink price and location

MOS Burger:1. satisfied by clearness, quality of meal and quality of

drinks2. dissatisfied by waiting time, new product promotion

and attitude of clerks

Burger King:1. satisfied by seats, waiting time and quality of meal2. dissatisfied by location, assortment and quality of

drinks

The all Taiwanese students are different; they all have different thinking about Fast Food restaurants. The students going to Fast Food restaurants by different reasons spend different amount of money, but Taiwanese students very like Fast Food.

The students prefer more West style of Fast Food, especially, Burger King, than McDonald’s and MOS Burger. The most importance things for students are tasty of meal, attitude of the clerks and meal price, the most unimportance things are assortment, and quality of drinks.

Finally, they all have different motivation behaviors of choose each kind of Fast Food. Most of them satisfied by clearness and seats, attitude of clerks and quality of meal and quality of drinks, but still dissatisfied by meal price and drinks price, and location.

THANK YOU