Eating fast food style of Thai: stay in KFC to enjoy fried chicken. Find more at: http://www.di-onlinesurvey.com/

1. July 2015
STUDY ABOUT FAST FOOD USAGE OF THAI
BY DI-MARKETING (www.di-onlinesurvey.com)

2. 1
SCOPE OF WORK
 The survey was conducted to study about usage & attitude of Thai
toward fast food
 Methodology: Online survey
 Fieldwork time: 11 days (16/05/2015 to 26/05/2015)
 Sample size: N = 302
 Geography: Nationwide

3. 2
KEY FINDINGS
• Fried chicken, hamburger and pizza a top fast food prefer the most by Thai
• KFC is dominant Thai fast food market while Lotteria is leader in Vietnam
• KFC is chosen because its taste while Mc’Donal and Pizza Company are
appreciated for offering discount programs frequently
• Thai people consume fast food less often than Vietnamese since only 27%
eat fast food 2-3 times/month comparing with 50% in Vietnam
• The same with Vietnamese, most of Thai are aware the harm of fast food
but they still continue eat fast food
• Thai usually spend $3-$12 on each time for buying fast food

4. 3
DEMOGRAPHIC INFORMATION
Age Gender
Living Place Occupation
N=302
30%
19%
48%
18-25
26-30
Over 30
19%
81%
Male
Female
34%
64%
Others
Bangkok
25%
4%
4%
7%
11%
12%
16%
22%
0% 5% 10% 15% 20% 25% 30%
Others
Job seeker/Retired
Engineer/Doctor/Teacher
Housewife
Self-employed
Officer Worker
Factory Worker
Student

5. 4
FRIED CHICKEN, HAMBURGER AND PIZZA ARE TOP CHOICES OF
FAST FOOD OF THAI
what kind of fast food do you usually use?
7%
8%
20%
41%
54%
57%
80%
Kebab
Other
Pasta
Hotdog
Pizza
Hamburger
Fried chicken
N=302

6. 5
“CONVENIENT AND SAVE TIME” IS THE MOST CHOSEN
REASON FOR USING FAST FOOD (76%)
Why do you like fast food?
76%
70%
76%
80%
69%
76%
79%
61%
47%
56%
45%
41%
43%
48% 48%
36%
42%
52%
41%
33%
22% 20%
38%
17%
4%
8%
3%
2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Total 18-25 26-30 Over 30
Convenient, save time Frequently have discount programs Have delivery services
Variety of food Easy for hanging out with friends Reasonable price
Other
Over 30 group eat fast food because it’s convenient while promotion/discount is the
reason of younger groups for choosing fast food
N=302

7. 6
6%
15%
26%
39%
59%
73%
86%
88%
88%
95%
Others
Carl's Jr.
Mos Burger
Domino Pizza
Subway
Burger King
Pizza Hut
Pizza Company
Mc'Donald
KFC
Total
5%
20%
33%
48%
61%
75%
85%
87%
87%
95%
Bangkok
7%
6%
15%
21%
55%
68%
90%
91%
91%
95%
Others
KFC IS THE MOST WELL-KNOWN BRAND IN THAILAND
Which brand do you know?
N=302

8. 7
TVC IS THE MOST EFFECTIVE MARKETING CHANNEL
TO REACH CONSUMERS AND GAIN BRAND AWARENESS
How do you know these brands?
82%
89%
84%
77%
66%
74%
70%
61%
58%
59% 59%
56%
54%
58%
61%
49%
47%
51%
41%
46%
24% 25%
30%
21%
12%
18%
5%
11%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 18-25 26-30 Over 30
TVC Outdoor Ads Facebook ads
Web/forum ads Newspaper/Megazines ads Friends/ relatives recommend
Others
N=302
Outdoor ad is the 2nd effective marketing channel, especially for 18-25 age group

9. 8
KFC IS THE LEADER OF FAST FOOD INDUSTRY IN THAILAND WITH
48% MARKET SHARE AND CONSUMED BY ALL AGE GROUPS
Which brand do you buy fast food the most?
1%
3%
3%
6%
14%
26%
48%
Other
Burger King
Subway
Pizza Hut
Pizza Company
Mc'Donald
KFC
Total
0%
1%
3%
3%
13%
27%
53%
18-25
0%
5%
4%
0%
21%
20%
50%
26-30
1%
3%
2%
10%
11%
29%
43%
Over 30
N=302

10. 9
KFC IS PENETRATING THE MARKET WITH HIGHEST BRAND
AWARENESS AS WELL AS MARKET SHARE
Which brand do you know?
Which brand do you buy fast food the most?
95%
88% 88% 86%
73%
59%
39%
15%
26%
6%
48%
26%
14%
6%
3% 3%
0% 0% 0% 0%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
KFC Mc'Donald Pizza
Company
Pizza Hut Burger King Subway Domino
Pizza
Carl's Jr. Mos Burger Other
Awareness
Usage
N=302

11. 10
KFC LEAVES OTHER COMPETITORS FAR BEHIND IN TERM OF
BRAND AWARENESS AND USAGE
Which brand do you know?
Which brand do you buy fast food the most?
KFC
Mc'Donald
Pizza Company
Pizza Hut
Burger KingSubway
0%
10%
20%
30%
40%
50%
60%
50% 55% 60% 65% 70% 75% 80% 85% 90% 95% 100%
Usage
Awareness
High
High
Low
Low

12. 11
5%
5%
6%
13%
19%
21%
38%
44%
53%
67%
Good decoration
Friendly staffs
Other
Good services
Easy to gather with friends
Many people eat foods of this brand
Reasonable price
Frequently have discount program
Good taste
Have many stores so that I can buy anywhere
PEOPLE CHOOSE KFC BECAUSE OF ITS DISTRIBUTION CHANNEL
AND GOOD TASTE
Why do you choose fast food of this brand?
KFC
Overall, how do you feel about this brand?
15%
64%
22%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
KFC
Totally satisfied
Satisfied
Neutral
Dissatisfied
Totally dissatisfied
86% consumers are satisfied with KFC
N=144

13. 12
18%
59%
24%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Mc'Donald
Totally satisfied
Satisfied
Neutral
Dissatisfied
Totally dissatisfied
6%
10%
11%
18%
21%
26%
31%
50%
54%
64%
Other
Good decoration
Friendly staffs
Good services
Many people eat foods of this brand
Easy to gather with friends
Reasonable price2
Good taste
Frequently have discount program
Have many stores so that I can buy anywhere
BESIDE DISTRIBUTION CHANNEL, Mc’DONALD IS CHOSEN BECAUSE
IT HAS FREQUENTLY DISCOUNT PROGRAM
Why do you choose fast food of this brand?
Mc'Donald
Are you satisfied with this brand?
83% consumers are satisfied with Mc’Donald
N=80

14. 13
2%
5%
10%
10%
15%
37%
46%
59%
73%
Good decoration
Friendly staffs
Good services
Many people eat foods of this brand
Easy to gather with friends
Reasonable price
Good taste
Have many stores so that I can buy anywhere
Frequently have discount program
PIZZA COMPANY IS CHOSEN BECAUSE IT OFFERS MANY
DISCOUNT PROGRAMS
Why do you choose fast food of this brand?
Pizza Company
Are you satisfied with this brand?
13%
60%
28%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Pizza Company
Totally satisfied
Satisfied
Neutral
Dissatisfied
Totally dissatisfied
88% consumers are satisfied with Pizza Company
N=41

15. 14
27% CONSUMED FAST FOOD AT LEAST 2-3 TIMES/MONTH
How often do you use fast food?
10%
14%
11%
7%
16%
15% 23%
13%
17% 13%
18%
19%
27% 24%
23%
30%
17%
16%
20%
16%
11%
13%
5%
11%
3% 4% 4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 18-25 26-30 Over 30
Over 3 months/once
2-3 months/once
Once/month
2-3 times/ month
Once/week
2-3 times/week
Over 3 times/week
1/2 people 26-30 eat fast food at least once/week
N=302

16. 15
How much on average do you pay for each time buying fast food ?
76% SPEND $3-$12 ON EACH TIME FOR BUYING FAST FOOD
0% 0% 0% 1%
13%
20%
7%
10%
35%
36%
36%
34%
31%
25%
43%
30%
21% 20%
14%
25%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 18-25 26-30 Over 30
Over $12
From $6.5 - $12
From $3 -$ 6.5
From $2 - $3
Under $2
43% people 26-30 spend $6.5-$12 for fast food
N=302

17. 16
How do you buy fast food?
MAJORITY PEOPLE BUY FAST FOOD AND USE AT THE STORE
71% 71%
73%
69%
55% 56%
63%
52%
37%
45%
38%
32%
5%
7%
2%
6%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 18-25 26-30 Over 30
Buy at the nearest store and
eat there
Buy at the nearest store
then take home
Call for delivery
Others
26-30 group prefer shop and go more than other groups
N=302

18. 17
6%
26%
29%
29%
45%
91%
Others
Gastrointestinal diseases
Diabetes
Cancer
Cardiovascular disease
Obesity
Do you know the harm of eating fast food?
95% PEOPLE KNOW THE HARM OF USING FAST FOOD AND
OBESITY IS AWARE THE MOST
If you choose "yes", which diseases do you know?
5%
95%
No
Yes
N=302 N=286

19. 18
4%
96%
No
Yes
Are you willing to try a new fast food brand?
EVEN MOST OF PEOPLE KNOW THE HARM OF FAST FOOD TO
THEIR HEALTH, THEY STILL WILLING TO TRY A NEW BRAND
N=286

20. 19
CONTACT US
• Japan & Taiwan:
o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan
o Contact person: Mr. Hideyuki Kato (CEO)
o Email: hideyuki.kato@di-mktg.com
o Contact number: +81 3-5532-3200
• Vietnam:
o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1,
Ho Chi Minh City, Vietnam
o Contact person: Mr. Ho Hai Dang (Manager - DI Marketing)
o Email: dang.hohai@di-marketing.com.vn
o Contact number: +84 902-73-9944
• Thailand:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Ms. Woon Khiaozen (Manager - DI Marketing)
o Email: woon.k@di-mktg.com
o Contact number: +66 092-282 7992

21. 20
CONTACT US
• Singapore, Indonesia, Malaysia:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Mr. Hendry Pratama (Manager - DI Marketing)
o Email: pratama.hendry@dreamincubator.com.sg
o Contact number: +65 6671 9290 | +65 8518 3870
• India:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Mr. Sujit Kunte (Regional representative)
o Email: kunte.sujit@dreamincubator.com.sg
o Contact number: +65 9127 7654

22. 21