MARKET AVERAGE AND THEIR OWN UNIQUE CUSTOMERS

Luận Văn Group viết thuê luận văn thạc sĩ,chuyên đề,khóa luận tốt nghiệp, báo cáo
thực tập, Assignment, Essay
Liên Hệ: Zalo/Sdt 0967 538 624/ 0886 091 915 Website:lamluanvan.net
ABSTRACT
The purpose of this part is to make an analysis in market research about the differences
between Wendy and its competitors, Subway through a survey among fast-food consumers.
In specific, it aims to discuss the performance of Wendy in comparison to the market overall
and their competitor. Accordingly, the quantitative research methodology and analysis
techniques will be employed in this paper. In specific, it will focus on three main contents.
The first part analyses the difference of Wendy’s customers from customers in the overall
market, and customers of Subway in their fast-food eating frequency. The second part
discusses the performance of Wendy against the market average and Subway by their own
unique customers. And third part will continue to seek the differences in their customers
based on the factors about fast-food choices.
PART I: FAST-FOOD FREQUENCY
1.1 Whether Wendy’s customers differ from customers in the overall market in their
fast-food eating frequency?
Table 1.1 in the appendix shows the frequency of customers in the overall market to eat
foods from a fast-food restaurant in past four weeks. According to the data, it can be seen that
most of customers eat fast-food in the restaurant in 4 time, with frequency equal to 194
(equivalent to 13.4%), and the least is 80, 26, 33 and 36 times, with frequency equal to 1 (less
than 0.1%).
Table 1.2 in the following illustrates the frequency of Wendy’s customers to have meal
in a fast-food restaurant.

Table 1.2 The frequency of Wendy’s customers in fast-food restaurant
Frequency Percent Valid Percent Cumulative
Percent
Valid
Wendy’s - Within The Past 4
Weeks
632 43.6 49.7 49.7
Wendy’s - More Than 4
Weeks To Within The Past 3
Months
315 21.7 24.8 74.4
Wendy’s - More Than 3
Months Ago
312 21.5 24.5 99.0
Wendy’s - Never 13 .9 1.0 100.0
Total 1272 87.7 100.0
Missing System 178 12.3
Total 1450 100.0
From both of above tables, it indicates that Wendy’s customers differ from customers
in the overall market in their fast-food eating frequency. Accordingly, nearly 88% of the
overall customers have eaten in Wendy’s restaurant, in particular, 43.6% of them have went
to there within the past 4 weeks.
1.2 Whether Wendy’s customers differ from Subway’s customers in their fast-food
eating frequency?
Table 1.3 will indicate the frequency of Subway’s consumers in their fast-food eating
frequency.

Table 1.3 The frequency of Wendy’s customers in fast-food restaurant
Percent
Valid
Subway - Within The Past 4
Weeks
627 43.2 50.4 50.4
Subway - More Than 4
Weeks To Within The Past 3
Months
290 20.0 23.3 73.8
Subway – More Than3
Months Ago
301 20.8 24.2 98.0
Subway – Never 25 1.7 2.0 100.0
Total 1243 85.7 100.0
Missing System 207 14.3
Total 1450 100.0
According to table 1.3, it shows that the number of customers to Subway restaurant is
less than that of Wendy, and the frequency of customers who eaten foods in there within the
past 4 weeks is also lower than Wendy’s customer (43.2%).
PART II: MARKET AVERAGE AND THEIR OWN UNIQUE CUSTOMERS
The market average can be calculated by the average of mean value of customers’
frequency to eat foods in all listed restaurants. Table 2.1 in the following illustrates the mean
value of these restaurants:
Table 2.1 The mean value of all listed restaurant
The restaurant Mean value
Arby 1.92
Burger King 2.05
McDonald 2.06
Subway 1.76
Wendy 1.86
From the above data, the market average is equal to 1.93. In comparison with the result,
it can be seen that both Subway and Wendy have the mean value under the average level of
fast-food market, respectively 1.76 and 1.86. However, because the frequency of customer to
go to the restaurants is arranged from 1- more often to 3 – the same frequency, so it can be

indicated that both of them have better performance than the market average as a year or so
ago. In particular, the performance of Subway is better than that of Wendy. Accordingly,
Wendy’s unique customers went to its restaurant less frequently than Subway’s customers,
some of them went to both restaurants in fast-food chain.
PART III: FACTORS PREDICTING WENDY’S AND THE SUBWAY’S
OVERALL RATING
In this case, the factors (independent variables) impact on Wendy’s and the Subway’s
overall rating including: latest health and nutrition information, nutritional labels, making
more effort to find out the nutritional contents, the amount of fast in foods, the amount of
foods their kids eat, better nutritional values than before, less often out of concern for the
high fat content in the foods. The dependent variable is the rating of customers for the
restaurants based on these above criteria. Table 3.1 and 3.2 will show the mean value of
rating for Wendy and Subway in order.
Table 3.1 The mean value of rating for Wendy restaurant
Table 3.2 The mean value of rating for Subway restaurant
Report
I’d like you to rate the restaurants you,
yourself, have eaten from in the past
three months using a 10-point scale,
where “10” means you think it is perfect,
and “1” means you think it is terrible.
Mean N Std. Deviation
7.78 917 1.730
Report
I’d like you to rate the restaurants you,
yourself, have eaten from in the past
three months using a 10-point scale,
where “10” means you think it is perfect,
and “1” means you think it is terrible.
Mean N Std. Deviation
7.56 947 1.712

According to the results of table 3.1 and 3.2, it is shown that Wendy restaurant has
lower mean value of rating by all the customer than the rating of Subway in past three
months. This also means that Subway restaurant has better performance and is appreciated
more highly than that of Wendy.
APPENDIX
Table 1.1 The frequency of customers in the overall market to eat foods from a
fast-food restaurant in past four weeks
In the past four weeks, approximately how many times, have you,
yourself, eaten food from a fast food restaurant?
Percent
Valid
1 71 4.9 4.9 4.9
2 142 9.8 9.8 14.7
3 148 10.2 10.2 24.9
4 194 13.4 13.4 38.3
5 147 10.1 10.1 48.4
6 127 8.8 8.8 57.2
7 35 2.4 2.4 59.6
8 117 8.1 8.1 67.7
9 10 .7 .7 68.3
10 170 11.7 11.7 80.1
11 4 .3 .3 80.3
12 70 4.8 4.8 85.2
13 3 .2 .2 85.4
14 12 .8 .8 86.2
15 67 4.6 4.6 90.8
16 18 1.2 1.2 92.1
17 2 .1 .1 92.2
18 5 .3 .3 92.6
20 63 4.3 4.3 96.9
23 2 .1 .1 97.0
24 2 .1 .1 97.2
25 18 1.2 1.2 98.4
26 1 .1 .1 98.5
28 3 .2 .2 98.7

30 8 .6 .6 99.2
33 1 .1 .1 99.3
35 2 .1 .1 99.4
36 1 .1 .1 99.5
40 2 .1 .1 99.7
45 2 .1 .1 99.8
56 2 .1 .1 99.9
80 1 .1 .1 100.0
Total 1450 100.0 100.0

MARKET AVERAGE AND THEIR OWN UNIQUE CUSTOMERS

Recommended

Recommended

More Related Content

Similar to MARKET AVERAGE AND THEIR OWN UNIQUE CUSTOMERS

Similar to MARKET AVERAGE AND THEIR OWN UNIQUE CUSTOMERS (20)

More from lamluanvan.net Viết thuê luận văn

More from lamluanvan.net Viết thuê luận văn (20)

Recently uploaded

Recently uploaded (20)

MARKET AVERAGE AND THEIR OWN UNIQUE CUSTOMERS