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12. Voluntary Report Nusaresearch - Fast Food

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* Research method : Quantitative research (Online survey)
* Timing : 06th – 09th January 2014
* Sample size : 297
* Research area : Jakarta, Bandung, Medan, Surabaya, Makassar (Indonesia)
* Target : Male & Female aged 17 years old and over, monthly household income Rp 3,000,001 and over,
and mostly bought fast food at fast food restaurant / outlets.
* Research objectives : To explore the fast food habits in the major cities and investigating the extent of consumer preference for fast food brands which available in Indonesia.
* Sampling method : Internet sampling

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12. Voluntary Report Nusaresearch - Fast Food

  1. 1. Report date: February 2014 Creator: Nusaresearch team Report on Fast Food in Major Cities Data collection timing: 06th – 09th January 2014 Based on Nusaresearch’s panelist
  2. 2. A. Executive summary [1] When need a simple food, respondents usually consume fast food Most of respondents usually consume fast food when they need a simple food (55.9%), in the weekend and when someone invites are followed (55.2% and 46.8%). [2]Respondents mostly consume fast food at 12 - 3 pm (in Weekday) and at 6 - 10 pm (in Weekend) Mostly, the respondent usually consuming fast food at 12 - 3 pm (in Weekday) and at 6 - 10 pm (in Weekend), which respectively account for 38.7% and 39.1%. [3] The price of fast food that bought in the last time (per person) between Rp 30,001 – Rp 50,000 44.1% of 297 respondents bought fast food (per person) between Rp 30,001 – Rp 50,000 in the last time.
  3. 3. A. Executive summary [4] KFC is leading fast food market In fact, KFC gains the highest percentage in all awareness level with 60.3% TOM, 97.0% Spontaneous, and 99.3% Total Awareness. The following brands are Mc Donald’s and Pizza Hut. [5] Most respondents intend to buy KFC, Mc Donald’s, Pizza Hut, and Hoka Hoka Bento in the future KFC, Mc Donald’s, Pizza Hut, and Hoka Hoka Bento are brands intend to buy by respondents. [6] Price is chosen by most respondents as factor they considered to evaluate the quality of fast food restaurant From 297 respondents, 82.8% considered the price to evaluate the quality of fast food restaurant they visit more often. Then the second and third factors are services and furniture, which respectively account for 81.1% and 67.3%.
  4. 4. B. Research information  Research method : Quantitative research (Online Survey)  Data collection : 06th – 09th January 2014  Sample size : 297  Research area : Jakarta, Bandung, Medan, Surabaya, Makassar (Indonesia)  Target : Male & Female aged 17 years old and over, monthly household income Rp 3,000,001 and over, and mostly bought fast food at fast food restaurant / outlets.  Research objectives : To explore the fast food habits in the major cities and investigating the extent of consumer preference for fast food brands which available in Indonesia.  Sampling method : Internet Sampling (Nusaresearch panel)
  5. 5. C. Research findings Part 1. Respondents’ fast food consumption habits Part 2. Awareness of fast food
  6. 6. 1. Frequency of consuming fast food Most respondents consume fast food 2 – 3 times / month (33.0%), followed by 3 – 6 times / week and once a week which respectively account for 27.6% and 25.9%. Consuming fast food in 2 – 3 times / month [Figure 1] Frequency of consuming fast food  Q. How often do you consume fast food ? [SA] Based n=297 Unit : % 1.7 27.6 25.9 33.0 7.4 4.4 0.0 10.0 20.0 30.0 40.0 Everyday 3 - 6 times / weeks Once a week 2 - 3 times / month Once a time / month Once a time / 2 - 3 months
  7. 7. 2. Moments while consuming fast food Most of respondents usually consume fast food when they need a simple food (55.9%), in the weekend and when someone invites are followed (55.2% and 46.8%). When need a simple food, respondents usually consume fast food [Figure 2] Moments while consuming fast food  Q. What moment you usually eat fast food ? [MA] Based n=297 Unit : % 55.9 55.2 46.8 42.4 37.4 35.0 30.6 25.6 0.7 0.0 10.0 20.0 30.0 40.0 50.0 60.0 Need simple food In the weekend When someone invites When crave There's no much time to eat After get the salary There's no another choice In other occasion / big celebration Others
  8. 8. 3. Timing of consuming fast food Mostly, the respondent usually consuming fast food at 12 - 3 pm (in Weekday) and at 6 - 10 pm (in Weekend), which respectively account for 38.7% and 39.1%. Respondents mostly consume fast food at 12 - 3 pm (in Weekday) and at 6 - 10 pm (in Weekend) [Figure 3] Timing of consuming fast food  Q. When you mostly often eat fast food ? [Matrix SA] Based n=297 Unit : % 2.0 6.7 38.7 8.8 36.7 0.3 6.7 5 am - 8 am 8 am - 12 am 12 pm - 3 pm 3 pm - 6 pm 6 pm - 10 pm 10 pm - 12 pm I don't know / I don't remember Weekday 0.7 7.7 26.9 19.9 39.1 1.7 4.0 5 am - 8 am 8 am - 12 am 12 pm - 3 pm 3 pm - 6 pm 6 pm - 10 pm 10 pm - 12 pm I don't know / I don't remember Weekend
  9. 9. 4. People who usually accompany while consuming fast food Boy/girl-friend or spouse usually accompany the respondent while consuming fast food (77.4%). Followed by friend (57.2%), and children (48.5%). 77.4% accompanied by boy/girl-friend or spouse [Figure 4] People who usually accompany while consuming fast food  Q. Who you usually eat fast food with? [MA] Based n=297 Unit : % 77.4 57.2 48.5 43.1 37.4 31.0 26.3 20.9 Boy/girl-friend / Spouse Friend Children Sibling Only my self Parent Relatives Colleague
  10. 10. 5. Expenditure for consuming fast food 44.1% of 297 respondents bought fast food (per person) between Rp 30,001 – Rp 50,000 in the last time. The price of fast food that bought in the last time (per person) between Rp 30,001 – Rp 50,000 [Figure 5] Expenditure for consuming fast food  Q. On average, how much do you spent to eat fast food for the last time (per person)? [SA] Based n=297 Unit : % 11.1 44.1 15.2 6.4 9.8 7.4 6.1 0.0 10.0 20.0 30.0 40.0 50.0 Less than Rp 30,000 Rp 30,001 - Rp 50,000 Rp 50,001 - Rp 70,000 Rp 70,001 - Rp 90,000 Rp 90,001 - Rp 110,000 Rp 110,001 - Rp 150,000 More than Rp 150,000
  11. 11. 6. Interest level of fast food quality product Mostly respondents interested with easy to order food, easy to find the location, and fast serve. Easy to order food make respondents interested with fast food [Figure 6] Interest level of fast food quality product  Q. How interest you with fast food's quality product? [Matrix SA] Based n=297 Unit : % Spicy Good taste Many snacks & drinks Delici ous food High qualit y food High qualif y food A lot of main dishes Good appea rance / decor ating food beauti fully Uniqu e proce ssing formu la Hygie nic Popul arly brand (Well- know n servic e) Many advert ising (news paper, TV, etc.) Easy to find infor matio n about the shop Many prom otion progra ms Disco unt when buy more Gift/c ombo when purch asing fast food Price match Locate d downt own Lots of branc hes The locati on is easy to find and conve nient Cool space Spacio us in the outlet Good design interio r Profes sional servic e Fast serve Provid e additi onal servic es (onlin e order, delive ry, drive thru) Orderi ng food is easy / simple Uninterested 7.7 0.7 1.0 0.7 2.7 1.3 0.7 0.7 3.7 1.3 2.0 3.7 1.7 1.3 2.4 5.4 1.0 3.0 0.7 0.0 0.3 0.7 1.3 1.0 0.7 1.3 0.3 Neutral 27.3 6.7 12.1 6.7 14.1 16.2 10.1 17.8 31.3 8.1 21.9 38.7 15.2 18.2 18.2 23.2 10.1 22.2 15.2 6.4 11.1 17.5 17.8 7.1 6.4 14.5 4.7 Interested 65.0 92.6 86.9 92.6 83.2 82.5 89.2 81.5 65.0 90.6 76.1 57.6 83.2 80.5 79.5 71.4 88.9 74.7 84.2 93.6 88.6 81.8 80.8 91.9 92.9 84.2 94.9 0.0 20.0 40.0 60.0 80.0 100.0 Interested Neutral Uninterested
  12. 12. C. Research findings Part 1. Respondents’ fast food consumption habits Part 2. Awareness of fast food
  13. 13. 1. Awareness of fast food In fact, KFC gains the highest percentage in all awareness level with 60.3% TOM, 97.0% Spontaneous, and 99.3% Total Awareness. The following brands are Mc Donald’s and Pizza Hut. KFC is leading fast food market  Q. When you hear about brands of fast food in Indonesia, what brands do you remember? [FA] Based n=297  Q. What brands of fast food that you know from the list below? [Including the brands you mentioned] [MA] Based n=297 Unit : % [Figure 1] Awareness of fast food KFC McDo nald's Pizza Hut Hoka Hoka Bento A&W Burger King CFC Texas Chicke n Fatbur ger Domin o's Pizza Wend y's Yoshin oya Lotteri a 4Finge rs Crispy Chicke n Carl's Jr. Bleng er Burger Richee se Factor y de Crunc h Factor y Doner Kebab Omo! Chicke n Dunki n' Donut s Other s Total Awareness 99.3 97.3 98.0 88.6 90.9 74.4 79.8 76.8 6.7 53.9 69.4 23.9 26.6 7.7 9.8 32.0 22.2 1.7 29.6 2.0 91.6 2.4 TOM 60.3 23.6 6.4 4.4 2.0 1.3 0.7 0.7 0.3 0.3 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 Spontanious 97.0 82.8 55.6 46.5 36.7 23.2 29.3 19.9 0.7 9.1 12.5 4.4 3.4 1.0 1.0 0.7 0.7 0.0 0.0 0.0 0.0 5.4 0.0 20.0 40.0 60.0 80.0 100.0
  14. 14. 2. Trial Brands & Brands Consumed in The Last 3 Months From 297 respondents, mostly have consumed KFC (97.6%). And 83.2% of surveyed people have consumed KFC in the last 3 months. KFC gains the highest percentage of 97.6% [Figure 2] Trial brands & brands consumed in the last 3 months  Q. Amongst brand of fast food you know, what brands you have consumed? [MA] Based n=297  Q. Amongst brand of fast food you have consumed, what brands you have consume in recent 3 months? [MA] Based n=297 Unit : % KFC Pizza Hut McD onald 's Hoka Hoka Bent o A&W Domi no's Pizza Dunk in' Donu ts Burg er King Texas Chick en CFC Lotte ria Yoshi noya Wen dy's Bleng er Burg er Done r Keba b Riche ese Facto ry Omo! Chick en Carl's Jr. Fatbu rger de Crun ch Facto ry 4Fing ers Crisp y Chick en Othe rs Trial Brands 97.6 89.2 90.2 76.8 75.8 33.7 79.1 51.5 54.2 56.6 15.8 21.2 44.1 22.6 17.8 12.1 0.7 5.1 3.0 0.3 4.7 2.7 Brands consumed in the last 3 months 83.2 62.3 63.0 41.8 30.0 12.1 29.0 19.5 12.5 11.1 6.4 9.4 6.1 4.4 5.1 4.4 0.3 1.0 1.0 0.0 2.4 1.0 0.0 20.0 40.0 60.0 80.0 100.0
  15. 15.  Q. Amongst brand of fast food you have consumed, what brands you have consume in the last time? [SA] Based n=297  Q. Amongst brand of fast food you have consumed in recent 3 months, what is the brand you consume most often? [SA] Based n=297 3. Latest brand bought & Brand most often consumed The percentage of consuming KFC in the last time is 38.7% of respondents. And 51.5% of respondents choose KFC as the brand they consumed most often. KFC gains the highest percentage of 97.6% [Figure 3] Latest brand bought & brand most often consume Unit : % KFC Pizza Hut McDonald's Hoka Hoka Bento A&W Domino's Pizza Dunkin' Donuts Burger King Texas Chicken CFC Lotteria Yoshinoya Wendy's Blenger Burger Doner Kebab Richeese Factory Omo! Chicken Carl's Jr. Fatburger de Crunch Factory 4Fingers Crispy Chicken Others 51.5 9.8 17.2 7.7 2.7 1.3 2.0 1.3 2.4 0.7 0.3 1.3 0.3 0.3 0.3 0.0 0.0 0.3 0.3 0.0 0.0 0.0 38.7 17.8 15.2 6.4 4.7 3.7 3.4 2.7 2.0 1.3 1.0 1.0 1.0 .7 .3 0.0 0.0 0.0 0.0 0.0 0.0 0.0
  16. 16. 4. Intention level to buy fast food brands in the future KFC, Mc Donald’s, Pizza Hut, and Hoka Hoka Bento are brands intend to buy by respondents. Most respondents intend to buy KFC, Mc Donald’s, Pizza Hut, and Hoka Hoka Bento in the future [Figure 4] Intention level  Q. Please let us know your intention towards to buy the brands of fast food in the future? [Matrix SA] Based n=297 Unit : % KFC (n=290) A&W (n=225) Lotteria (n=47) McDon ald's (n=268) Pizza Hut (n=265) Burger King (n=153) Dunkin' Donuts (n=235) Domino 's Pizza (n=100) Hoka Hoka Bento (n=228) Yoshino ya (n=63) Texas Chicken (n=161) CFC (n=168) Richees e Factory (n=36) Blenger Burger (n=67) Omo! Chicken (n=2) Carl's Jr. (n=15) Doner Kebab (n=53) Fatburg er (n=9) Wendy' s (n=131) de Crunch Factory (n=1) 4Finger s Crispy Chicken (n=14) Others (n=7) Not will buy 1.0 2.2 10.6 1.1 0.0 1.3 3.0 2.0 2.6 4.8 5.0 11.3 8.3 4.5 0.0 6.7 0.0 0.0 6.1 0.0 21.4 0.0 Neutral 4.5 20.4 21.3 13.8 7.9 12.4 26.4 19.0 11.0 15.9 29.2 31.5 22.2 25.4 0.0 13.3 28.3 33.3 29.8 0.0 21.4 28.6 Will buy 94.5 77.3 68.1 85.1 92.1 86.3 70.6 79.0 86.4 79.4 65.8 57.1 69.4 70.1 100.0 80.0 71.7 66.7 64.1 100.0 57.1 71.4 0.0 20.0 40.0 60.0 80.0 100.0 Will buy Neutral Not will buy
  17. 17. 5. Factors are considered to evaluate the quality of fast food restaurant From 297 respondents, 82.8% considered the price to evaluate the quality of fast food restaurant they visit more often. Then the second and third factors are services and furniture, which respectively account for 81.1% and 67.3%. Price is chosen by most respondents as factor they considered to evaluate the quality of fast food restaurant [Figure 5] Respondents’ Intention Level  Q. What factors do you consider to evaluate the quality of fast food restaurant you visit more often? [MA] Based n=297 Unit : % 82.8 81.1 67.3 59.6 54.2 47.8 45.8 44.4 42.1 41.1 13.1 2.0 0.0 0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0 Price Services Furniture Promo activity Sanitation Amount of food per portion Varied menu Smell of food Same taste in every outlet Spacious in the restaurant Noisy Additional services (online order, delivery order, drive thru) Others
  18. 18. D. Respondent information 15.5 17.2 18.2 12.1 5.4 4.7 8.4 18.5 0.0 5.0 10.0 15.0 20.0 Rp 3,000,001 - Rp 4,000,000 Rp 4,000,001 - Rp 5,000,000 Rp 5,000,001 - Rp 6,000,000 Rp 6,000,001 - Rp 7,000,000 Rp 7,000,001 - Rp 8,000,000 Rp 8,000,001 - Rp 9,000,000 Rp 9,000,001 - Rp 10,000,000 More than Rp 10,000,000 Monthly Household Income Based n = 297 Unit : % 2.7 8.4 8.4 16.8 63.6 0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 Makassar Bandung Medan Surabaya Jakarta Living Place 51.248.8 Gender Male Female 34.7 65.3 Age Under 30 years old 30 years old and over
  19. 19. PT. Nusaresearch is 100% Japanese invested. Our main professions are ‘Online market research’, ‘Web creative’ and ‘Web marketing’. Online research is conducted based on Nusaresearch – our actively managed over 88,000 members panel with various segmentations across Indonesia. FOR FURTHER INQUIRIES, PLEASE CONTACT: PT. Nusaresearch » Address: 21H, Grand Slipi Tower, Jl. S. Parman Kav. 22 - 24, Slipi, Jakarta Barat 11480, Jakarta, Indonesia » Office phone: +62 21 29022227 Fax: +62 21 29022244 » Email: info@nusaresearch.com » Website: http://nusaresearch.com The copyright of this report belongs to PT. Nusaresearch. The results (analyzing, wording, data, tables and graphs) of this survey can be publicly used, but must be cited and sourced from PT. Nusaresearch (also include its website address http://nusaresearch.com).

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