Supervisor Prof. Charles V. Trappey Student: Tymur Bilozerov 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

3 What is motivation of their choice? 2 What Brand of Fast Food Taiwanese students prefer more (McDonald’s, MOS Burger, Burger King)? 1 Do like Taiwanese students Fast Food?

1 Objectives 2 Hypotheses Research questions 3 Fishbein Multi-Attribute model Discussion and result

 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).

Taiwanese students MaleFemale Graduate students Undergraduate students

 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, A b – attitude the brand ； b i – belief strength associated with attribute i; I i – 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 time 2. 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 promotion 2. dissatisfied by drink price, meal price and tasty of drinks  MOS Burger: 1. satisfied by quality of meal, seats and clearness 2. dissatisfied by discount, tasty of drinks and location  Burger King: 1. satisfied by seats, quality of meal and quality of drinks 2. 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 meal 2. dissatisfied by assortment, drink price and location  MOS Burger: 1. satisfied by clearness, quality of meal and quality of drinks 2. dissatisfied by waiting time, new product promotion and attitude of clerks  Burger King: 1. satisfied by seats, waiting time and quality of meal 2. 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