1) The document analyzes which fast food restaurant is most preferred among undergraduates at Universiti Malaysia Pahang in Gambang using the Analytic Hierarchy Process (AHP) model. 2) It identifies the decision criteria of customer service, price, facilities, location, and cleanliness and the alternatives of KFC, McDonald's, and Burger King. 3) Based on pairwise comparisons from 10 student respondents, the results of the AHP analysis found that KFC is the most preferred fast food restaurant to open in Gambang to cater to students' needs.

1. An Application of AHP on
Selection of Fast Food
Restaurant Among the
University Malaysia Pahang
Undergraduates in Gambang
Prepared by:
Esther Mingel KBA 15026
Fadhilah Hanis KBA 15036
Ateera Ahmad Dahalan KBB 16011
Nurul Farhanah KBB 16021
Queena Nur Alifah PD 16032
Prepared for:
Dr Cheng Jack Kie

2. • The fast food franchises focus on meeting the daily expectations of its
customers from all walks of life. Nowadays, fast food franchise is expected to
meet the current trend which is not only as the speedy service food provider
but as cozy meeting or hang out place provider as we see this trend is
common among students.
• The most famous fast food franchises in Kuantan, Pahang are KFC, Mc
Donald and Burger King while some others are Subway, Pizza Hut and
Kenny Rogers.
• Students in UMP Gambang typically have to drive to Teluk Cempedak,
Bandar Indera Mahkota and Kuantan town (shopping malls) to eat at these
franchises.
• In Gambang, there is only My Kukus Mama and other local cuisines.
• Besides industry analysis, marketing analysis is as important to identify
what are the factors to attract the customers to eat at the restaurant.
INTRODUCTION

3. ProblemStatement
Under graduates
students like to eat
at the fast food
franchise not only
because it has a
speedy service,
food are served
fresh, reasonable
price to be paid
but also because of
the cozy ambiance
for meetings and
hang out.
Fast food franchise
had evolved from
time to time not
only as the fast
food provider but
to also provide the
best environment
and facilities for
this particular
target group.
Factors such as
price, location,
facilities,
cleanliness and
customer service
have been
identified as the
decision criteria in
the selection of
preferred fast food
franchise among
the under
graduates student
of UMP, Gambang.
INTRODUCTION

4. • To identify the priority of decision criteria in the selection of
fast food restaurant among the undergraduates in Universiti
Malaysia Pahang, Gambang with Analytic Hierarchy Process
(AHP) Model.
• To determine the most preferred fast food restaurant among
Kentucky Fried Chicken (KFC), McDonalds and Burger King
with AHP Model in order to help business owner to pursue
the opening of restaurant in Gambang
RESEARCH OBJECTIVES

5. RESEARCH METHOD
Analytic Hierarchy Process (AHP)
Main Objective
Criteria C1 Criteria C2 Criteria C3 Criteria C4 Criteria C5
Alternative 1 Alternative 2 Alternative 3

6. • Decision alternatives : Burger King, McDonald and
Kentucky Fried Chicken (KFC)
• Decision criteria : Customer service, Price,
Facilities, Location and Cleanliness
• Respondents : 10 undergraduates from
UMP,Gambang Campus
DATA

7. RESEARCH METHOD
Identification of the objective, decision criteria and decision
alternatives in the hierarchy structure
Selection of Fast Food Restaurants
Top Level (Main Objective)
1. To determine the priority of decision criteria in
the selection of fast food restaurant among the
undergraduates in Universiti Malaysia Pahang,
Gambang with AHP Model.
2. To determine the most preferred fast food
restaurant among KFC, McDonalds and Burger
King.
Middle level (Decision Criteria)
Customer Service (C1)
Price (C2)
Facilities (C3)
Location (C4)
Cleanliness (C5)
Bottom level (Decision Alternatives)
KFC (A1)
McDonalds (A2)
Burger King (A3)

8. Pairwise comparison between each element in the second and
third level to obtain its relative importance to the problem
RESEARCH METHOD
Numerical value Preference Level
1 Equally preferred
2 Equally to moderately preferred
3 Moderately preferred
4 Moderately to strongly preferred
5 Strongly preferred
6 Strongly to very strongly preferred
7 Very strongly preferred
8 Very strongly to extremely preferred
9 Extremely preferred

9. RESEARCH METHOD
•Questionnaires have been constructed distributed to 10
undergraduates student at Universiti Malaysia Pahang,
Gambang via Focus Group approach where all 10
respondents likes to eat at these three restaurants.
•For each question, they required to compare between criteria
and compare the relative fast food restaurant according to
each criterion.
•They must to circle one number per row using the scale
given.

10. QUESTIONNAIRE

11. QUESTIONNAIRE

12. RESULTS OF ANALYSIS
Group Decision Making
The Analytic Hierarchy Process is often used in group settings where
group members either engage in discussion to achieve a consensus or
express their own preferences.
Individual judgments can be aggregated in different ways. Two methods
are the aggregation of individual judgments and the aggregation of
individual priorities. The choice of method depends on whether the
group is assumed to act together as a unit or as separate individuals.
For our project, the method we used is Aggregation of Individual
Priorities.
(Individuals are each acting in his or her own right, with different value
systems, we are concerned about each individual's resulting alternative
priorities. An aggregation of each individual's resulting priorities have
be computed using GEOMETRIC MEAN)
EXCEL

13. • This study had focused on several criterion and the
most preferred restaurant to accommodate one fast food
franchise to be located in Gambang whereby AHP plays
the most important part in terms of feasibility analysis
for this selection.
• This research had identified the most preferred
franchise to cater student’s needs in Gambang. After
this research, this business opportunity should be
pursued that is to open a KFC franchise to fulfill the
student’s needs.
CONCLUSION

14. • Identify the decision criteria with the
lowest score
• Help business franchise to know their
target market
Use AHP for the
less favorable
franchise
• Give more precise decisions concerning
student’s preference.
• Able to give a good picture of the
restaurant performance.
Include the
sub-criteria in
questionnaire
• Add some other decision criteria that
may affect the result.
• Expected to increase the accuracy of the
data
Add on other
important
decision criteria
RECOMMENDATION