Burger Factory

Institute of Business Administration
Advanced & Applied

Business Research The
Burger Factory
Submitted to: Dr. Huma Amir
Mujtaba Mansoor Akhtar
Raafay Ali
Muzammil Malik
Hassaan Usmani
Ali Tariq
6/14/2014

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Acknowledgement
We would like to thank our course instructor Dr. Huma Amir for giving us an opportunity to
study the course, Advanced & Applied Business Research. The course was taught through great
zeal and fervor. The manner in which she communicated the theoretical concepts with real life
practical examples gave us a meaningful insight to the marketing research issues related to
Burger Factory.
Also we would like to extend our gratitude for her sincere cooperation in helping us to compile
our term report. She not only gave us a sense of direction but also contributed with her thoughts
for our term report. Our course instructor was always there when we needed help and never
refused to listen to our queries. Her positive attitude and optimistic nature encouraged us to take
up challenging tasks and deal with it equally. During our course, her words of encouragement
facilitated us to strive harder to achieve our goals.
Finally, we would like to thank our respondents who made our term report possible. We
appreciate their cooperation and opinions which made this exploratory research an unforgettable
experience.

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Executive Summary

This report reviews the fast food industry, provides analysis of growing trend of burger outlets
particularly in Karachi and in the end focuses on the consumer perception of Burger Factory as
compared to other brands on different variables identified.
The methods used include consumer surveys, hypothesis testing, and perceptual mapping to
provide an accurate picture of how Burger Factory has performed so far and what are lags that
need to be addressed.
Results from the analysis shows that consumers do not attach much importance to the price
factor however consumers put great emphasis on convenience and other service factors.
Burger Factory is seen as a low quality and high priced brand by consumers and it faces criticism
when it comes to location as well. The brand should work closely to expand beyond Clifton
while also ensuring that food quality remains consistent across all its outlets.
The report finds that Burger Factory is doing a lot of things correctly as pointed out by the
analysis however; it must look deeply into the given recommendations and make minor tweaks
to realize the potential of the idea i.e. Marvel Themed burgers.
Although much care has been taken to provide as accurate a picture as possible some limitations
of the analysis must be kept in mind. Some of the limitations were: The sample size was small
and hence a larger survey might have been needed; Time to conduct and submit the results was
limited to less than 4 weeks along with budgetary constraints made it hard for the researchers to
reach a much larger target audience.

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Table of Contents
Acknowledgement .......................................................................................................................... 2
Executive Summary ........................................................................................................................ 3
Introduction ..................................................................................................................................... 7
About Burger Factory ................................................................................................................. 7
About the industry....................................................................................................................... 7
Research Design.............................................................................................................................. 9
Research Objective ..................................................................................................................... 9
Research Model .......................................................................................................................... 9
Quantitative and Qualitative Data collection methods ............................................................. 11
Quantitative Data Collection Method ................................................................................... 11
Qualitative Data Collection method...................................................................................... 11
Secondary Data Analysis Literature Review ............................................................................. 13
Behavior Differs With Age ....................................................................................................... 13
Pricing ....................................................................................................................................... 14
Fast Food Consumption in Pakistan ......................................................................................... 14
Quality of Service and Food ..................................................................................................... 15
Impact of Gender ...................................................................................................................... 16
Impact of Marketing and Communication ................................................................................ 16
Changing Demographics ........................................................................................................... 17
The SERVQUAL Model........................................................................................................... 18
Competition............................................................................................................................... 19
Exploratory / Qualitative Research ............................................................................................... 21
Analysis of Focus Groups ......................................................................................................... 21
Evolvement of Fast Food Industry ........................................................................................ 21
Location Strategy .................................................................................................................. 22
Discussion and Key Findings on Burger Factory ................................................................. 23
Behavioral aspects towards quality, quantity and price ........................................................ 24
Brand, Quality and status symbol ......................................................................................... 24
Quality of service .................................................................................................................. 24
Location ................................................................................................................................ 24
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Pre-purchase expectation ...................................................................................................... 25
Purchase Decision ................................................................................................................. 25
Sampling Design ........................................................................................................................... 26
Target Population ...................................................................................................................... 26
Sampling Element and Sampling Unit ...................................................................................... 26
Time .......................................................................................................................................... 27
Geographical Extent.................................................................................................................. 27
Sampling Frame ........................................................................................................................ 27
Sampling Technique ................................................................................................................. 27
Sampling Size ........................................................................................................................... 28
Sampling Process ...................................................................................................................... 28
Inferential Analysis ....................................................................................................................... 29
Hypothesis Testing........................................................................................................................ 42
Quick Summary ........................................................................................................................ 51
Perceptual Mapping ...................................................................................................................... 52
Quality vs. Taste ....................................................................................................................... 52
Ambiance vs. Menu .................................................................................................................. 53
Accessibility Vs Price ............................................................................................................... 54
Menu vs Taste ........................................................................................................................... 55
Menu vs Quality ........................................................................................................................ 56
Ambiance vs Quality................................................................................................................. 57
Price vs Quality ......................................................................................................................... 58
Accessibility vs Quality ............................................................................................................ 59
Recommendations ......................................................................................................................... 60
Ambiance ...................................................................................................................................... 60
Accessibility .................................................................................................................................. 60
Menu ............................................................................................................................................. 61
Quality........................................................................................................................................... 61
Deals ............................................................................................................................................. 62
Superhero themed souvenirs ......................................................................................................... 62
Facebook Reviews/ Competitions ................................................................................................. 62
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Conclusions ................................................................................................................................... 63
Appendix ....................................................................................................................................... 64
Transcript Focus Group 1 ...................................................................................................... 64
Transcript Focus Group 2 .......................................................................................................... 86
Burger Factory Questionnaire Form ............................................................................................. 95

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Introduction
About Burger Factory
The increasing trend of outside eating, due to several factors contributing to the culture, has
created an opportunity in the food industry. Burger Factory being one of the new entrants had
decided to take part in the competition specifically in the burger market. Founded earlier this
year, Burger Factory has introduced itself with a brand that aims to bring adventure to the Fast
Food.
Burger Factory serves Marvel themed burgers to its customers, with one take away outlet in the
area of Defence, Karachi.
About the industry
Burger Factory is located in Pakistans biggest city Karachi which is also the provincial capital
of Sindh. Over the years there has been a huge rise in the number of fast food outlets and
restaurants. Nowadays new international fast food franchisees are opening up shop all over the
city. This has also given rise to intense internal competition in which restaurants and fast food
outlets compete with each other to gain market share, brand loyalty and customer base.
Burger Factory is a relatively new entrant to the Burger fast food outlet business in Karachi.
Established competitors in the market are:
Mc Donalds
KFC

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While the newer entrants are:
Burger King
Hardees
Burger Shack
MYOB
Johnny Rockets
The most established of the competitors is Mc Donalds as it enjoys the market leader position
with first mover advantage as it started operations in late 90s with many branches all over the
city. Competition is fierce in the new entrant segment and the segment is dominated by Burger
King due to several outlets, Brand image, and level of service, ambiance and Quality levels. Also
being an international chain similar to McDonalds and KFC, Burger King is very popular among
the population who has eaten Burger King before in foreign locations. Johnny Rockets caters to
the high end market segment with prices significantly higher than its competitors. Hardees has a
limited customer base due to being situated in Nazimabad as the area is considered as being too
far away from the Burger eating majority in Defence and Clifton.

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Research Design
Research Objective
The objective of this research is to understand the fast food market particularly burger outlets,
consumers attitude towards casual eating, factors affecting consumers purchase decisions,
competition and saturation affecting new and existing entrants, differentiation of products in the
same category i.e. burgers, concept testing, and the four Ps being applied to the product.
In short, we will be finding gaps between what is currently being done and what is actually
required to gain customer share.
Research Model
Consumers today receive a lot of differing marketing messages which create clutter. To remove
the clutter companies are developing unique solutions in order to grab consumer attention.
From our studies of the Burger Factory business proposition we see that they have applied the
AIDA model in a way to generate consumer chatter about their product and service. First Burger
Factory has developed an overarching theme based on the well-known Marvel Superheroes.
These characters are well known to their target audience and hence generate the awareness
portion of consumer behavior.
Interest in superhero culture has been developing at a rapid pace in recent years. The success of
Hollywood films based on the exploits of these characters has taken the world by storm and
Pakistan is no different. Burger Factory has exploited this growing culture to entice its young
target audience.
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Consumers due to the superhero subculture which has transcended from being a small
phenomenon into a dominant force are highly taken with living a macho lifestyle. This desire to
be a hero in todays world is especially apparent amongst the young generation. Burger Factorys
Marvel theme has tried to create a link between its large juicy burgers and the famous superhero
characters.
Our research focuses mainly on the Action phase of the AIDA model. We seek to understand
whether the marketing and links created by Burger Factory have been reciprocated with
consumer action through such factors as Accessibility, Taste, Quality and Value for Money.

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Quantitative and Qualitative Data collection methods
Quantitative Data Collection Method
The quantitative methods majorly depended upon random sampling & structured data collection
which further helped to summarize, compare & generalize the data. It directly concerned with the
hypotheses testing of the defined variables. In quantitative method there were questions and
participants were given different tests. Data was collected to observe the behavior of the
participants in different situations and then statistically analyzed the variables impact on the
dependent variables.
Questionnaires
In order to collect data for the quantitative research a questionnaire was designed and each
question was assigned a rating to get the response and then converted that response into the
numbers. Same questionnaire was conducted on online social forums.
Qualitative Data Collection method
Qualitative method was the first foundation to get the consumer insight about the problem.
Quantitative research method was used to strengthen the quantitative methods of research like
the development of better hypothesis, strong and strength questionnaire and also helped in
finding of the research.

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Focus Group
For qualitative research, we conducted two focus groups with different participant profiles for
each. The differentiating point suggested was the age group. Participants of both groups were
picked from SEC A and SEC B since these two classes are the actual target market of Burger
Factory.

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Secondary Data Analysis Literature Review
The following is a review and analysis of various academic publications that have analyzed the
factors affecting the eating habits of fast food consumers. A multitude of different factors affect
the customers experience at a restaurant that ultimately lead the customer to accepting or
rejecting of the food being served at that restaurant . Factors that are considered important to the
selection of a fast food restaurant and how cultural differences affect consumers in relation to
international fast food restaurants have been identified.

Behavior Differs With Age

The teenagers are different from the adults in formation of buying behavior, perceptions and
intentions regarding the buying of burger Product quality, Product value, service quality, service
value and pre-purchase expectations and these factors directly affects the customer satisfaction
resulted word-of-mouth intensions would spread. If customer satisfaction is more it will spread
positive word-of-mouth and if its negative it will spread negative word-of-mouth. A teenager
directly or quickly develops their behavior, perceptions and intensions according to the word of
mouth. Some external factors like public brand image, social recognition and competitive
advantage also affect the teenagers more in their buying behaviors and developing their
intensions towards brand if these external factors are more than customer satisfaction level
would be high and positive word of mouth more teenagers would bend towards the burger
factory. Adults shows moderate effect on all the factors discussed above because they have
more experience, maturity level and more knowledge so they are less aggressive on these factors
while making intentions about burger.
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The students also provide more precise results and predictions and statistically valid conclusions.
Due to budget and time constraint convenience sampling was used to gauge the importance of
the factors mentioned above. Over the three cities 600 questionnaires were delivered. The
education, social identity, social learning, life style, income, personality development and
cognitive development in formation of consumer attitudes, intentions and behavior towards
burgers also impact the purchase decision.
The public brand is perceived as public opinion about the brand of burger factory. Social
recognition is the perception that frequenting a restaurant has helped improve other persons
opinions about oneself. Both public brand recognition and the social recognition directly impact
the customer satisfaction and the worth-of mouth which mold the intentions and buying
behavior of the people.

Pricing

Price is the main factor for the teenager buying behavior because they have low income level;
purchasing power and an independent purchase decision that is why theyre buying behavior,
attitude and intentions are completely different from the adults who are independent, high
purchasing power and high income level.

Fast Food Consumption in Pakistan

Research has shown that customers considered price, food variety, promotional deals and service
as the important factors for fast food selection. Pakistan has a growing population that has
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crossed 180 million and a growing middle class. With the increasing affordability nearly one
third of the population is a potential market for the fast food industry. With the success of
international brands of fast food chains in Pakistan this clearly validates the increasing
desirability of fast food (Austrade, 2009)
The fast food market is defined as where food is available for immediate consumption in a
designated area or takes away. Customers place most value on the quality of service as compared
to the cost of purchasing that food. Therefore it is important that marketers use the quality of
service as an operational tactic. Service quality is an important criterion in decision making
(Cronin, 2000). The growing middle class is shifting away from the staple diets towards the
livestock, dairy products, fruits, fats and oils (Pingali, 2007).
On comparing the fast food consumption patterns over the 3 cities there was not much difference
so the results can be generalized over the entire population. The analysis further showed that in a
week the customers visit the fast food restaurant between 1 to 3 times. Most of the customers
visit with family or friends and majority spend Rs.1000 in a week. Customers from all the cities
gave importance to price, timely service, and promotional deals/offers when selecting the
restaurants.

Quality of Service and Food

The fast food market is defined as where food is available for immediate consumption in a
designated area or takes away. Customers place most value on the quality of service as compared
to the cost of purchasing that food. Therefore it is important that marketers use the quality of
service as an operational tactic. Service quality is an important criterion in decision
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making (Cronin, 2000). The growing middle class is shifting away from the staple diets towards
the livestock, dairy products, fruits, fats and oils (Pingali, 2007).

Impact of Gender

Males and Females have been found to have different factors of attraction towards fast food
restaurants. For females they have been identified as brand image, location of restaurant, quality
of food and packaging style. For male the factors were cooperation of staff, price of food, taste
and late night offerings (Aziz F.K, 2009)

Impact of Marketing and Communication

Marketers need to emphasize and carefully consider key points in strategy formulation like
affordability in designing their pricing strategy, service timings in service blueprints, variety in
menus, and image in positioning strategy and promotional mix in promotional strategies because
customers are price sensitive. Customers were observed to be price and time-conscious and also
to be more inclined towards attractive promotional deals/offers. This also confirms the
importance of these factors in decision making and strategy formulation
The fast food sector has seen a massive growth in the last few years and the trend continues to
grow as consumers are more likely to have easy to eat, delicious food as part of their daily
routine. Yet, the choices they make regarding the fast food (although not so healthy food) depend
on several factors. Fast food restaurants have started to spend heavily on their marketing budgets
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as competition increases with demand. Also, customer is more aware and influenced by their
frequently changing taste as they are exposed more this time to multiple environments.
There are several factors that consumers consider to make their decision in the selection of fast
food restaurants. It is incorrect to assume that the fast food market has become a commodity
market. The marketers who understand the factors that fast food customers consider most
important for their choice will emphasize those factors in their marketing strategies and can then
differentiate (actual or perceived) their products and services. These factors include proximity to
the residence of the consumers, relationship building efforts of the restaurant with its consumers
and the how well the taste of the food offered at fast food restaurants matches with the taste
pallets of the consumers.

Changing Demographics

With the increase in number of working woman and influence of western culture to our society
there has been a change in consumer food preferences. Traditionally, cooking at home was
always preferred. Women at home would make their own spices and cook food for their families.
In the so-called poor economies, such as India, Pakistan and Bangladesh, the figure of fast food
consumption is on the rise as the younger generations have started taking to packaged food and
fast food items (Chavadi & Kokatnur, 2008).
The history of fast food can be traced back to the early 1900s, with the opening of the Fast Food
Outlet (FFO) by Automat, rendering simple foods and drinks using a coin based mechanism
through vending machines (Chavadi & Kokatnur, 2008). This concept picked up and became
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popular with a slogan less work for mothers and changed into a culture in most of the
households (Chavadi & Kokatnur, 2008).
From onion rings to double cheese burgers fast food is one of the worlds fastest growing food
types (Goyal & Singh, 2007). Fast foods are generally preferred because of their quick and easy
availability and reasonable price.
Results showed that going for snacks is the most preferred time for visiting fast food outlet
followed by dinner and lunch. Young consumers are expected to visit fast food restaurant two
times a week or in a month (Goyal & Singh, 2007). Their choice is also influenced by
friends and relative preferences.
A good ambience and hygienic environment of a Fast Food Outlet provides a good place for
friends and family to hang out. After being stressed out with work and other commitments
people plan to hang out with friends and family on weekends for fun and relax themselves. With
more and more acceptability of fast food outlets and change in life style, competition among fast
food outlets with respect to quality of food and customer service will be more prominent in the
days to come (Goyal & Singh, 2007).

The SERVQUAL Model

The SERVQUAL Model is based on 5 dimensions; Tangibles, Reliability, Responsiveness,
Assurance and Empathy. Consumers expect more from the assurance and empathy
dimension. Fast food outlets generally lacked on these dimensions. Customers did not give high
priority to the responsiveness dimension. This may be attributed to the fact that generally take
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away is the trend in Fast Food Outlets and customers do not usually spend much time inside the
restaurant (Chavadi & Kokatnur, 2008).

Competition

Product Positioning, Price and Product Differentiation are key to understanding the competition
dynamics in the Fast Food Industry.. The two fast food chains under examination are McDonalds
and Burger King. Both are considered to be competitors and primarily serve burgers to their
customers. Since both the firms are under direct competition hence they should follow the
strategy of product differentiation to increase their profits.
Price competition comes into play between McDonalds and Burger King due the proximity of
location between both firms outlets. Prices are lowest when outlets are close to each other and
increase as the firms are located farther apart and level off when both the outlets are about 2
2.5 miles apart . Hence we see that there is direct relationship between the distance between two
outlets and the prices offered by them. The analysis shows that the impact of competition on
price and profits is larger for Burger King than for McDonalds. Also Burger Kings variable
profits increase with geographic differentiation. The market size also plays a huge role in the
determination of profits as smaller market size means that both the firms are under more direct
competition as compared to areas with larger market size in which both firms can afford to be
located farther to each other. In smaller markets the preferred location for both firms is closer to
the center of the market since it is easier to attract more customer in that location as compared to
the edge of market location which will bring in less customers. Hence profits will be low for
firms opting to be located at edge of market in small market areas.
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Further for McDonalds it should work on differentiating its product offerings from Burger Kings
product offerings if it thinks that the market size is big enough that both the firms
could essentially monopolize two areas. However in smaller markets it should apply the strategy
to match Burger Kings offerings and use it location advantage to capitalize the market. Thus
according to the author there should be equilibrium if McDonalds locates itself near the center of
the market and if Burger King locates itself on the side of the market. If the market is big then
both the firms will achieve equilibrium if both locate on the sides of the market provided
McDonalds if closer to the center than Burger King (Thomadsen, 2007).

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Exploratory / Qualitative Research
Analysis of Focus Groups
The focus group discussion was conducted to get an understanding of the factors that are
considered when deciding to go a particular fast food outlet and more specifically a burger outlet.
The focus group also provided insights on why Burger Factory has been struggling to do well
and a few recommendations were discussed on how it can overhaul its strategy.
The participants were young working adults between the age group of 24 32 and another group
of teenagers. Different factors that came up during the discussion are highlighted below:
Evolvement of Fast Food Industry
The concept of eating out has evolved with time for the following reasons:
The percentage of 2 income households has increased thereby increasing disposable
income.
Women have also started working out and are on the lookout for quick and easy food.
Eating out is looked at more of an entertainment activity in our country.
We have a very minor segment that is health conscious and would think twice before
having junk food. Generally, people are not very health conscious in our society.

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Location Strategy
Following factors were thought of as important with respect to location strategy:
Most outlets are closer to residential areas.
People prefer to visit places nearby their home.
When there is a cluster, people tend to open more restaurants as it is easy to get to the
target audience.
The outlet should be clearly visible and not out of sight.
Start off in a populous area to test the product.
Factors consumers consider when deciding where to go:
Group of people you are going with. Priorities differ for families and friends.
With family more importance is given to fine dining and ambiance.
Generally, with friends you look more for taste and cost effectiveness.
Consumers are always on the lookout for better quality.
If a restaurant is serving good quality food / burgers it is bound to be a success.
Consumers have become more aware and scrutinize things more
Consumers would go to place that offer high quality at a low price. Quality and Price are
the two most crucial factors.
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Convenience and ease with respect to presentation, waiting time, location, parking space
etc. may also impact the consumer decision.
Consumers also seem to have this excitement of trying new things. Outlets need to be
innovative and keep up-coming with new things; be it in the menu, presentation etc.

Discussion and Key Findings on Burger Factory
The concept of Marvel themed burgers did not work well.
The market for this is very niche here.
It does not go well with the concept of eating.
People do not associate burgers with cartoon characters
They could have offered Marvel themed burgers as a separate category like happy
meals by McDonalds. Instead of this being the only focus.
Their current location is also not the ideal place. Its a remote location with not much
population nearby
Burger Factory may start dine in and offer a play place that goes well with the concept.
This may attract parents to take their kids.

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Behavioral aspects towards quality, quantity and price
Teenagers are more conscious about the quantity of the burger. They prefer big sized burgers and
quality was not their primary concern. Teenagers are more price conscious due their dependency
on their parents.

Brand, Quality and status symbol
Around fifty percent of the people said that brand is the important factor when it comes to have
an outside meal because good brand represents good quality, while remaining preferred price
over the brand they go for the cheapest price without considering the brand name. The intensions
were that burger eating at big brands is a symbol of prestige. Teenagers were least concerned
about the health factor when it came to fast food.
Quality of service
Service personnel should be highly trained but people gave more importance to the home
delivery aspect.
Location
Location is a really important factor for them since all of our participants were very location
conscious. People associate good quality and taste from particular areas like Defense and Clifton.
They also have a preference to go to a place whose surroundings are clean and secure.
Participants did not prefer to go to localities that have security problem. Some participants
pointed out that some locations have particularly better taste than others like some pizza hut
outlets as compared to other pizza hut outlets at different place.
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Pre-purchase expectation
In Pre Purchase expectations, the participants mentioned that they expect that the meal they buy
should satisfy their needs. The participants also mentioned that they have expectations from the
staff regarding services. The two most important factors for the participants were quality and
quantity with the lowest price. On a fixed budget they would prefer to buy multiple lower cost
and lower quality meals than a higher cost quality meal.

Purchase Decision
Purchase decision is based on peer review, past experience, social circles and budget. People are
attracted towards a particular outlet based on the positive reviews they hear from their friends.
Past experience holds a key as if they have a good past experience then they will also go again
expecting the level of food and service to be the same as before. People also agree to go to a
place if all of their friends are going there. Another important factor is budget which influences
the purchase decision. People will not go to a place they find expensive. Reviews, Social circle
and past experiences collectively do not influence as much as budget does and the final say on
where to go to eat comes down to budget and the quantity of food one can get at a certain
affordable price level.

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Sampling Design
Target Population
Our target population includes fast food consumers particularly in the areas of Defence and
Clifton. In order to have a complete perspective of consumers attitude towards fast food and
factors affecting the buying decisions; we included both burger eaters as well as non-burger
eaters. We have divided the target market into two segments i.e. late teenagers to young adults
and people who are married with children. The purpose is to analyse both segments and
determine strategies for each.
Due to time and budget constraints, it is fairly impossible to have survey of the whole
population. Therefore, to counter we have selected the best representative sample to run the
survey process.

Sampling Element and Sampling Unit
Sampling elements for the research are all those individuals who are buying and directly
consuming the product.
Sampling unit is same as of element except in the case of children, where respondents are
parents but actual decision makers are kids. In cases when the target individual is a dependent,
respondent should carefully be identified and separated.

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Time
Maximum time for the sampling would be 8 to 12 days.
Geographical Extent
The research is to be conducted in the areas of Defence and Clifton since this is where the actual
target population resides. We would be cutting to other areas to find the best possible sample for
our survey. The advantage would be in terms of cost, time and most of all quality of responses.
Sampling Frame
For the sampling frame we selected the targeted population by Facebook. Through the fast food
restaurants Facebook pages the respondents were contacted due to many of them being part of
the target audience.
We also approached respondents visiting fast food restaurant outlets for the completion of our
sample.
Sampling Technique
We performed Internet Sampling due to respondent selection based on Facebook page likes,
using Online Intercept Sampling with the Non Random Technique.
Mall intercepts were also conducted.
For other sampling frames we utilized Quota and Judgmental Techniques.

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Sampling Size

A sample size of 200 respondents was selected to provide an accurate and representative view of
consumer attitudes towards fast food restaurants.
Sampling Process

The sampling process was conducted through the following methods.
Uploaded questionnaires on Google Forms with the link being sent to respondents who
fulfilled the criteria specified.
Links were sent to respondents until the target of 200 responses were met.
After the required amounts of responses were met the data from the Google Forms was
collected and arranged for SPSS analysis.
For the Mall Intercept sampling process we conducted the Sampling Procedure as follows:
Identify the Burger Outlets suitable for our research data collection.
Identify the respondents meeting the criteria
After completion the responses were added to SPSS database for further analysis.

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Inferential Analysis

How many times do you visit a fast food restaurant?

Analysis:
The consumers were first asked about how many times they visit a fast food restaurant in a
month. Around 48% responded with 4 to 6 times a month. 30% responded with with 1 to 3 times
a month. It was important to know the general trend of visits by consumer before asking them
specific questions on their preference for a particular fast food restaurant.
It further shows that the respondents have the purchasing power necessary to indulge in eating
outside and have a stable income.

0
20
40
60
80
100
120
1 to 3 times 4 to 6 times 7 to 9 times 10+
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Analysis:
To determine what time of the day consumers prefer to visit a fast food restaurant, they were
asked about what meals they were likely to eat at a fast food restaurant. Surprisingly, Lunch and
dinner had more or less the same preference, between 30 to 35%.
The charts show that the respondents prefer fast going food at lunch and dinner because of their
busy and fast life styles and do not like to spend time waiting for food that takes longer time to
be cooked.

0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
Lunch Dinner Midday snack Late night
snack
What Meal are you most likely to eat
at a fast food restaurant
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Analysis:
When consumers were asked about their favorite fast food restaurants, burger outlets were the
preferred option. Around 30% of the respondents preferred having burgers over any other option.
Burger King, Burger Factory, Burger Shack, Burger Lab were all put in one option to understand
the preference of burgers when it comes to fast food restaurants.
Subway with 27% of the share highlights that a different kind of sandwich, taste and assorted
bread is preferred by many compared to the burgers that have grilled and fried patties and factory
supplied buns.
McDonalds still has a good chunk of the share due to its many locations, variety, a price range
that can cater to the larger population.
KFC and Pizza Hut have a very small share which highlights those falling quality standards and
no new products can make customers look for better alternatives.
McDonalds
18%
KFC
8%
Pizza Hut
9%
Subway
27%
Burger(King;Fac
tory;Shack;Lab;
MYOB;hardee's
)
30%
Others
8%
Favorite fast food restaurants
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The highest share goes to these newly opened Burger houses that are offering new kind of
burgers, at right prices and quantity.

Analysis:
From this question, it seems word of mouth is a very important marketing tool. Around 36% of
the respondents came to know about their favourite restaurant through the word of mouth. Word
of mouth certainly spreads fast and is taken with a lot of authenticity.
This highlights that a resturant should try to look after the customers that vist them as they
become the leading reason for the spreading the good word about the services, food and
Others
2%
Word of mouth
36%
Advertisement
27%
Social Media
5%
Recommendation
30%
How did you come to know about your favorite
restaurant
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experience provided. This further leads them to recommeding the same resturant to the people
they know.

Analysis:
After asking about the prefered fast food restaurant, respondents were specifically asked to tell
their favourite burger outlet.
McDonalds leads the way in the favorite burger outlets due to it presense citywide, a large
variety of offerings, a price menu that can cater to all social economic classes.
Internationally recognized brands lead the way in the favorite burger outlet leaving the local
Burger houses way behind . Thse local burger houses are still to create a solid brand name for
them selves.
0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
40.0
45.0
McDonald's Burger King KFC Hardees Others
What is your favorite burger outlet
34

Analysis:
Surprisingly, 32% of the respondents had never heard of burger factory out of a total of 200
responses.
This highlights that Burger Factory has still a long way to go. It can provide better service and
food to create a memorable experience so that people can recommend it to the people they know
and create a good word of mouth about Burger Factory.

Yes
68%
No
32%
Do you know about Burger Factory
35

Analysis:
As evident earlier, Word of mouth plays a very important role in spreading the word. When the
respondents were asked how did they come to know about Burger Factory, 48% answered
through word of mouth. This is a very cost effective tool and can certainly be used to promote
the brand in a positive way.
As previosuly stated those who do know about Burger factory came to know mostly through
word of mouth and social media. Buger Factory can burger increase its online presense to
promote it self and create a word about about it self. The recommendation number is very
alarming which means that very few recommend Burger Facotry as a place to eat and highlights
their disspoaintement in the serive and food .

Word of mouth
32.1
48%
Advertisement
2%
Social Media
41%
Recommendation
7%
Others
2%
If Yes, how did you come to know about it
36

How Was Your Experience at Burger Factory?

Analysis:
When asked about the overall experience at Burger Factory. Majority of the respondents
responded with Average as their answer. This shows consumers do not usually enjoy going to
burger factory. With a meal that is costing in the range of Rs 300-500 an Average experience
will damage the reputation the restaurant and result in it losing customers.
0
20
40
60
80
100
120
Excellent Good Average Poor
37

Analysis:

When asked about the concept of marvel themed burgers in Pakistan, Around 55% of the
respondents were of the opinion that it was good for Kids. Marvel characters are generally
associated with kids and cannot be expected to attract adult members. Though, this can be used
to attract families who are accompanied by young kids. In a society where comic characters are
know that well know Burger Factory can associate itself with the Marvel Movies that are being
38

shown in Pakistan; this will result in people knowing about the Marvel Themes and create a good
word of mouth for Burger Factory.

Analysis:
Generally, consumers prefer to go to places like burger factory with Friends. This was the
preferred company for 68% of the respondents. Since, it is not a dine in place you can not expect
families to visit Burger Factory very often.

Friend
68%
Colleagues
9%
Family
16%
Alone
7%
With whom do you usually visit
Burger Factory
39

Analysis:
Since this is a hangout place for young adults of defence and clifton, over 70% of our
respondents were male. It is not a place where you would expect females to visit often.

0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
90.0
Male Female
Gender
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
16 to 20 years 21 to 25 years 26 to 30 years 26 to 30 years 35 and above
Age
40

Analysis:
Over 60% of the respondents were between the age group of 21 to 25 years. This is the main
target market of Burger Factory.

Analysis:
Since the majority of the respondents were between the age group of 21 to 25 years, Over 80%
of the respondents were unmarried. Young adults looking for a hangout place is the main target
market for Burger Factory and therefore our survey was mostly conducted on this group.

0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
90.0
Married Unmarried
Martial Status
Martial Status
41

Analysis:
71% of the respondents were students whereas 18% were working professionals. Having a higher
percentage of student and young respondents again is in line with the potential target consumer
of burger factory
Student
71%
Working
professional
18%
Business owner
4%
Housewife
7%
Occupation
42

Hypothesis Testing
Hypothesis Testing has been carried out in order to accept or reject whether 30% of the
consumers consider convenience, quick to eat, budget, taste and social group important attributes
affecting decision to eat fast food. The data to test the hypotheses has been taken from the
survey conducted. Importance of each factor has been measured on a scale from 1 to 10 (1 being
the least important and 5 being the most important).

1. Convenience

Ho: 35% of the consumers believe that convenience is the most important factor to eat fast food.
Ha: More than 35% of the consumers believe that convenience is the most important factor to eat
fast food.
Ho = 0.35
Ha > 0.35

43

Calculation:

At 5% significance level
Critical Value of Z = 1.645
p = (0.145 + 0.145+0.171) = 0.461
= 0.35
Sp = sqrt (p*(1-p)/n) = 0.035
Calculated value of Z = (p ) / Sp = 3.171

Analysis:

With the 5% significance level the calculated value of Z is greater than the critical value of Z that
is 1.645. Thus it lies in the rejection region and therefore the alternative hypothesis is accepted.
Test results are statistically insignificant at 5% significance level.
The hypothesis provides result that majority of the consumers surveyed consider convenience to
be an important factor for fast food.

44

2. Quick to Eat

Ho: 35% of the consumers believe that Quick to Eat is the most important factor to eat fast food.
Ha: More than 35% of the consumers believe that convenience is the most important factor to eat
fast food.
Ho = 0.35
Ha > 0.35

45

Calculation:

p = (0.109+0.155+0.109) = 0.373
= 0.35
Sp = sqrt (p*(1-p)/n) = 0.034

Analysis:

With the 5% significance level the calculated value of Z is less than the critical value of Z that is
1.645. Thus it lies in the acceptance region and therefore the null hypothesis is not rejected. Test
results are statistically insignificant at 5% significance level.

The hypothesis provides result that majority of the consumers surveyed consider Quick to Eat
not to be the most important factor for a fast food restaurant.

46

3. Budget

Ho: 35% of the consumers believe that Budget is the most important factor to eat fast food.
Ha: More than 35% of the consumers believe that Budget is the most important factor to eat fast
food.
Ho = 0.35
Ha > 0.35

Calculation:

p = (0.176+0.16.6+18.7) = 0.526
= 0.35
Sp = sqrt (p*(1-p)/n) = 0.035
47

Analysis:

is 1.645. Thus it lies in the rejection region and therefore the null hypothesis is rejected. Test

The hypothesis provides result that majority of the consumers surveyed consider Budget to be an
important factor for a fast food restaurant.

4. Taste

Ho: 35% of the consumers believe that Taste is the most important factor to eat fast food.
Ha: More than 35% of the consumers believe that Taste is the most important factor to eat fast
food.
Ho = 0.35
Ha > 0.35
48

Calculation:

p = (0.48) = 0.48
= 0.35
Sp = sqrt (p*(1-p)/n) = 0.036

49

Analysis:


The hypothesis provides result that majority of the consumers surveyed consider Tasteto be an
important factor for a fast food restaurant.

5. Social Group

Ho: 35% of the consumers believe that Social Group is the most important factor to eat fast food.
Ha: More than 35% of the consumers believe that Taste is the most important factor to eat fast
food.

Ho = 0.35
Ha > 0.35
50

Calculation:

p = (0.091+0.041+0.15+0.17) = 0.42
= 0.35
Sp = sqrt (p*(1-p)/n) = 0.035

51

Analysis:


The hypothesis provides result that majority of the consumers surveyed consider Social Groupto
be an important factor to eat fast food.

Quick Summary

After conducting hypothesis for the each factor, we have concluded that more than 30% of the
consumers consider the following as important decision making criteria to eat fast food:

Convenience
Budget
Taste
Social Group

52

Perceptual Mapping

Quality vs. Taste

Burger Factory was the least preferred in terms of Taste and Quality when compared to
McDonalds, Hardees and Burger King. Hardees received the highest weightage on both
attributes.

Q
u
a
l
i
t
y

Taste
Perceptual Map
Burger Factory
Mc Donalds
Burger King
Hardees
53

Ambiance vs. Menu

When looking at the attributes of Ambiance and Menu, all three restaurants (McDonalds, Burger
King and Hardees) were close to each other between the range of 8 and 9. Burger Factory was on
the lower side falling between 5 and 7 as seen.

A
m
b
i
a
n
c
e

Menu
Perceptual Map
Burger Factory
Mc Donalds
Burger King
Hardees
54

Accessibility Vs Price

McDonalds and Burger King are located in several areas around the city and therefore, got the
highest weightage in terms of Accessibility. Hardees and Burger King received the highest
weightage with respect to price. While, Burger Factory pricing is perceived same as McDonalds.

A
c
c
e
s
s
i
b
i
l
i
t
y

Price
Perceptual Map
Burger Factory
Mc Donalds
Burger King
Hardees
55

Menu vs Taste

When comparing the attributes of Menu and Taste, Hardees received the highest weightage and
is closely followed by McDonalds. Unfortunately, Burger Factory lacks behind on these two
attributes by far as illustrated in the perceptual map.

M
e
n
u

Taste
Perceptual Map
Burger Factory
Mc Donalds
Burger King
Hardees
56

Menu vs Quality

As illustrated in the perceptual map, when comparing the attributes of Menu and Quality, again
Hardees is the most preferred fast food restaurant followed closely by Burger King. Burger
Factory is again at a distance from all the three restaurants.

M
e
n
u

Quality
Perceptual Map
Burger Factory
Mc Donalds
Burger King
Hardees
57

Ambiance vs Quality

Hardees is again on top of the list when comparing in terms of Ambiance and Quality. Burger
king is still close to Hardees, while others are some distance behind as illustrated above.

A
m
b
i
a
n
c
e

Quality
Perceptual Map
Burger Factory
Mc Donalds
Burger King
Hardees
58

Price vs Quality

When comparing the attributes of price and quality, Hardees and Burger King are the best quality
food providers as per the survey results. Burger Factory does offer low price burgers and quality
is still a concern for them.

P
r
i
c
e

Quality
Perceptual Map
Burger Factory
Mc Donalds
Burger King
Hardees
59

Accessibility vs Quality

Here we see Hardees is on the bottom right. The reason being it is not easily accessible as has
only one outlet till now. Moreover, as our target market was Defence and Clifton it is even more
inconvenient for them to visit Hardees. McDonalds and Burger King have many outlets and
doing well on Accessibility. Burger Factory is located at a remote location and is not easily
visible to everyone.

A
c
c
e
s
s
i
b
i
l
i
t
y

Quality
Perceptual Map
Burger Factory
Mc Donalds
Burger King
Hardees
60

Recommendations
Ambiance
By observation of the data collected for Ambiance of Burger Factory and its competitors, we
have shown the results obtained from the respondents in the perceptual map. From the perceptual
map we can observe that the respondents of our survey view the ambiance of Burger Factory as
very low as compared to its major competitors Burger King, McDonalds and Hardees.
This observation can be due to the fact that Burger Factory is a take away only Burger Outlet and
it does not have a dine in facility where customers can sit and eat their food while having a good
time. To improve this situation we recommend Burger Factory to improve their outlay and have
at least a small space for customers so that they may sit and relax for the time it takes to prepare
their meal. Also we recommend Burger Factory to decorate and have proper lighting in the area
to highlight the outlets location and make it more attractive. Another important thing what can be
done is that they could have ambient music playing at the outlet so that the ambiance is improved
according to the customer taste and liking.
Accessibility
The most important observation which we found out during the survey was that many of the
respondents from the target market of Defence and Clifton had not heard about Burger Factory.
This can be attributed to the fact that Burger Factory is located in a relatively inaccessible
location as it is not on Main road. For this we recommend that burger factory put up billboards in
61

the vicinity of their outlet to guide customers and at the same time this will work as
advertisement for their outlet attracting potential customers who happen to be passing by.
Menu
Another major observation from the survey was that customers could not connect easily with
marvel Themed Burgers. It was difficult for them to associate taste with a marvel themed
superhero. Currently Burger Factory has its burgers menu named after superheroes. Example
burgers are sold as Wolverine, Iron Man, Superman, Hulk etc. The customers really did not
know what taste, recipe or size they would be offered from the burger named as Hulk. Hence
we suggest to Burger Factory that they should have the taste, ingredients and size mentioned
along with the Burger name so that new customers who are not familiar with the Marvel
superheroes can also easily decide the burger of their choice.
Quality
As evident from the perceptual maps that Burger Factory is ranked lower to its competitors by
the survey respondents. Burger Factory should improve their quality. Customers do mention that
they have sometimes had a superb experience with Burger Factory while at other times the taste,
quality and service was not the same. Hence it suffers from variable level of service. To improve
this situation we recommend that Burger Factory establish SOPs. They must standardize the
food preparation and the way they serve the food to their customers so that the customer is
treated with the same level of service, food, taste and quality on every visit. Employees must also
be trained on how to take order in a friendly and professional manner to engage the customer and
improve their experience.
62

Deals
We recommend that Burger Factory offer their customers deals like they could offer deals of
evening lunch or midnight deal at discounted prices ie to boost traffic in low rush hours. This
will attract customers by the discount offered and should increase their sales in the low rush
hours.
Further they should offer bundle deals like they could bundle different burgers with different
flavors of shakes in a bundle meal.
Superhero themed souvenirs
Burger Factory should also include cardboard/plastic superheroes matching the superhero burger
the customer chooses. This could include superhero masks or collectors cards. We believe with
this move Burger Factory can better connect with their target population who are aware of the
marvel superhero universe and are fans of their respective superheroes. This will enable Burger
Factory to build a loyal fan base and regular returning customers.
Facebook Reviews/ Competitions
Facebook reviews should be encouraged by offering people a certain discount if they like the
official Burger Factory page. Competitions should be introduced on social media websites
requiring customers to post pictures of their burgers with themselves or their souvenirs.

63

Conclusions
With the Burger segment of the fast food industry becoming increasingly competitive day by
day, outlets like Burger Factory have to win the hearts and minds of their customers in order to
remain in business. This project was done as to identify the causes of low sales of Burger Factory
and recommend them suitable corrective measures to improve their sales and market share. We
have conducted the various steps of marketing research which includes primary, secondary,
exploratory and qualitative research to identify the causes of low sales. We believe if Burger
Factory implements our recommendations then it will achieve greater market share and better
sales of their product.

64

Appendix

Transcript Focus Group 1

Date: 1
st
March, 2014
Time: 9:00pm
Location: Defence Phase IV, Karachi
Moderator: Mujtaba Mansoor Akhtar
Facilitator: Raafay Ali

Participants:

1) Haider Hassan (Age: 25; Salaried; Unmarried)
2) Ali Khan (Age: 29; Businessman, Married with kids)
3) Saad Ali (Age: 24; Salaried; Unmarried)
4) Atif Bashir (Age: 23; Student; Single)
5) Fazal Shahid (Age: 25; Family Business; Married)
6) Ramiz Malik (Age: 24; Salaried, Single)
7) Musa Bin Hamid (Age: 26; Salaried, Single)

65

Moderator: Assalamoalaikum! Aap logon ko idea toh hoga keh focus group hamara group
conduct kar raha hai, kiss cheez per hail; definitely Raafay ne discuss kia hoga, still I would like
to brief it, but before we start off, aik introduction leletay hain sub to get to know each other,
taakay everybody feels free to talk to each other.
Respondent 1: Mera naam Saad Ali hai aur mai KASB Securities main job kar raha hun as a
reseach analyst.

Respondent 2: Mera naam Haider Hassan hai aur mai ICI main kaam kar raha hun as a
production planning manager.

Respondent 3: Assalamoalaikum! My name is Ali Khan. I am running a shipping company; also
I have a bakery outlet by the name Delicia.

Respondent 4: Mera naam Musa bin Hamid hai aur mai State Bank main kaam karta hun.

Respondent 5: Assalamoalaikum! Mera nam Muhammad Ramiz hai. Mai Pak Oasis Pvt Ltd
main as a civil engineer kaam kar raha hun

Respondent 6: Assalamoalaikum! My name is Fazal Shahid and I am currently unemployed.

Respondent 7: Assalamoalaikum! My name is Atif. Currently I am doing my BBA and in my
last semester. Apart from that, I do volunteer work and social events.

66

Moderator: Okay Great. Our team actually decided to conduct a marketing research on Burger
Factory. I hope you all have heard of it. Its a burger outlet. It serves Marvel Themed burgers.
Okay the objective is to get insight on Burger Factory but for that we need to study fast food
industry as a whole. For that, hamara discussion bhot broad perspective se start hoga but we will
narrow down to burgers and then Burger factory itself. The questions I will do wont actually be
questions but rather be comments; you will then have to tell what you think.

Outside eating ka culture hamari society main bhot ziada evolve horaha hai, aap log iss cheez ko
kese dekhte hain?

Respondent 2: Ab logon ke itnay busy lifestyles hain, aur 2 income households hojatay hain,
uske baad apki disposable income increase hojati hai, you can afford to eat out, if youre short on
time and if you have kids, toh what else would you do in Karachi? Food is the only
entertainment we have here. It is a viable activity actually. Outside eating is not a convenience
but an entertainment. For that, aap nai nai cheezain explore kartay hain. Toh yeh ab
entertainment ki category ke andar ziada agaya hai.

Respondent 7: If you look at our economy it is becoming more independent. Pehle agar ap
dekhain toh ghar main sirf aik kamanay wala hota tha but ab this has changed. More people are
earning. Even larkiyon ko dekhain woh bhi ab kamati hain toh this has given them more options.
Also, they dont have time keh ghar aaen and then cook. If you have such busy schedule you
look for something easy to come. Now, they are two things, aik toh ghar main cook karnay ki
67

hassle se buch jati hain, secondly, when they go out toh they get quality time to spend. And when
you are earning, it is your money. It gives you freedom to spend, nobody questions you. And,
food industry is such that even in conditions like political instability etc. woh chul rahi hoti hain
cuz aur koi entertainment hoti hi nahi hai.

Respondent 3: I think more than an economy it is probably about the demand that is being
created. Economy is going down but like he said food is the only entertainment to the masses.
The other day I was with a meeting with of the guys of China Grill. He told me that over the one
year many burger outlets have opened in Pakistan. You will be very surprised to hear that in
Afghanistan, burger king came in before in Pakistan. Johny Rockets was in Afghanistan. Not
because they were catering to the masses over there but to the forces. Since they are now shutting
down there, they need to have their regional presence and Pakistan being the closest, they are
coming here. It has also to do with the changing culture and as he said here we dont have many
places for entertainment and even cinemas are such places that you do not visit them frequently
due to several concerns.

Respondent 4: Aik aur baat yeh hai keh food ko Pakistan main bhot miscategorize kia gaya hai.
We categorize food as anything edible is food. Theres no differentiation between junk food and
properly cooked food toh iski waja se people just keep consume it more and because of it uski
popularity bhi bar jati hai.

68

Respondent 3: But how do you define junk food?

Respondent 4: Junk food is fast food, for e.g. burger shack, burger factory, McDonalds, KFC
etc.

Respondent 3: I dont think Burger Shack would be considered to be a junk food because its
products have no preservatives in it. It serves you pure meat, all protein etc.

Respondent 4: Junk food has nothing to do with preservatives. Junk food is junk food because
of the nature how it is cooked i.e. in grease. Agar aap uski meat ko kissi restaurant main dedein
and properly cooked karke serve kardia jae, that wont be junk food then.

Respondent 7: I would like to add that in Pakistan hum yeh nahi dekhte keh yeh junk food hai
ya nahi hai. Humain sirf entertainment ka bahana chahhiye. Hum toh uss debate main parte hi
nahi hain.

Moderator: Do you think in our society there is a segment that is health conscious and can
affect this market?

Respondent: 7: A minor Segment.

Respondent 3: Not as yet. Not that can affect the market.
69

Respondent 2: When a person is living in a society, uske har kism ke spheres hotai hain. Family
friends etc. Ab obviously mai apni family ke sath Chips toh nahi jaonga na. but may be if I want
to buy myself a quick lunch, I will go. Aur phir in sub ke conditions aur frequencies aur audience
bhot depend karti hai.

Respondent 6: Its a very niche market. Subway is the one jo cater karta hai health conscious
logon ko. And that is fast food but a healthy fast food. It is a very minor market but it exists and
it is already being targeted.

Respondent 7: Applied to our society, hum kehte hain keh jo bunda akhbar parh sakta hai, he is
educated. Let say educated bunda is a graduate level. At that level he would be somewhat aware
keh healthy food khana chahiye etc.

Respondent 2: Health is a routine thing. But jub aap bahir khanay jatay ho toh its a break. You
turn off your controls.

Moderator: How important is location when it comes to eating out?

Respondent 1: One of the reasons these different outlets have grown so well, ismain aik inki
location strategy is very critical. Agar hum dekhain jitney bhi outletst hain they are close to
70

residential areas. Usmain yeh dimension ajata hai keh people are more comfortable to visit
places that are closer to their homes.

Respondent 2: I think cluster markets ka bhi bara impact hota hai. When opening a restaurant ap
yeh bhi dekhtain hai keh apke paas ready target audience available hai ya nahi. Boat Basin is a
good example. People just keep on opening shops there because they know that no matter what
they will get their share. Same is with the malls. Where there is a cluster, people tend to open
more restaurants for easy to get target audience.

Respondent 7: In marketing, there is a concept out of sight out of point. It means keh jub tq aap
logon ko nazar arahay ho, people will come. Agar ap nay apne ap ko locate hi esi jaga kia hai
keh apki presence nazar hi nahi arahi toh no matter how much you market, it wont work.

Moderator: Take an example of Hardees. It is located in Nazimabad. Not so good from security
point of you. Still people go there? Why do you think it is that way?

Respondent 2: Again that is subject. Nazimabad main sub se pehle McDonalds khula tha
because its a populous area.

Respondent 3: Yes in the short run it is good to test the product because of having a populated
area, but on the other hand the buying power of that area is comparatively low, and this is the
reason such brands then shift to areas like DHA and Clifton. The next goal of Hardees is to move
these areas.
71

Respondent 2: Also, the rent in the areas like Nazimabad is comparatively low, so usually
restaurant owner things they can offset the loss from the rent savings.

Respondent 6: This is can back fire as well. If you see burger king, they opened too many
outlets too close to each other which did not give a good response to this strategy.

Respondent 3: Exactly the problem Burger King is now having that its own outlets are
competing with each other. The reason Burger King did not open in Nazimabad, if u talk to
someone there, he will tell you that it is because we have direct competition with Hardees.
Initially to start with, it did not seem like a good idea.

Moderator: Do you think one reason could be for not opening in Nazimabad was how people
see each brand and consume it? Is Hardees better than Burger King? For example in taste.
Probably people in Nazimabad have different taste preferences.

Respondent 3: I dont think thats the reason. Basically here, the mushrooming of burger outlets
has led this side to be more attractive. Secondly, we should note that Burger King is a big brand
with strong financial position. Even if they have losses in initial years, they can still sustain for a
long time.

72

Respondent 2: Taste cant be factor because the market is so saturated at least in DHA area it is
hard to differentiate one from the other.

Respondent 6: But, these different brands do market their own unique burgers which you will
not find in other burger outlets.

Respondent 1: I personally think that theres a difference in profile between people in
Nazimabad and in Defence. To regularly consume you have to be of a certain profile and
mindset. Also, here per capita income is more than in any other parts of the city.

Respondent 7: In areas like Nazimabad, people only go to taste the new product. In Defence and
Clifton, if people like something, they will go again and again.

Respondent 3: The culture has also changed. When I remember my childhood, I hardly used to
get to eat burgers outside but now, if a kid wants a burger, he gets it as many times as possible. I
totally agree with him when he was differentiating junk food from healthy food. Theres no
concept of it here.

Respondent 1: I think our population is not mature enough to even get into this debate.

Respondent 2: In Pakistan, apki basic needs hi pori nahi horahi, yeh to bhot agay ki baat hai.

73

Moderator: I think our discussion has automatically narrowed down to burgers, but one last
thing, when you go out, you are hoping to find an experience, what experience is that?

Respondent 6: It depends on mood. At times apnay sirf paet bharna hota hai toh for that we go
to boat basin and have Karaie and stuff but at times we are looking to try something new toh for
that we try these fancy brands.

Respondent 2: Also, it depends aap ja kiske sath rahain hain.

Moderator: At one side you have fast food, on the other you have fine dining, where do you go
the most looking at your past visits? And is eating at boat basin is fine dining?

Respondent 4: Firstly, boat basin is not fine dining because in fine dining your ambiance
matters a lot. Secondly, our visits vary from occasion to occasion.

Respondent 1: Fine dining means more expense. If you can afford high prices regularly than of
course you will go there but agar apnay kharcha kum karna hai to hap fast food etc khalo ge.

Respondent 2: Yes, I will totally agree ap ja kiske sath rahain hain. Agar apke group main kuch
dost hain jinke pas itnay pese nahi hain toh definitely you will avoid fine dining.
74

Respondent 6: With friends, you ignore ambiance but with family it is your first priority.

Respondent 7: Also, group mix pe bhi depend karega. Agar apke group main larkiyaan bhi hain
to hap kisi achi si jaga main jaoge, larkon main toh kaheen bhi chul jata hai.

Moderator: Coming back to burgers, since burger market is now so much saturated, if you
would like to differentiate one brand from the other, how do you do it?

Respondent 3: I believe abhi itni saturation nahi hui hai, theres more to come. A time when
these outlets would start getting closed due to high competition. On the other hand, having high
competition is also very healthy. It means that industry is growing. Secondly, the outlets which
have shut down, the reason being is quality. Theres no way that you are serving quality and you
have to shut own. And, innovation must always be there. Nobody just keeps on trying one
product again and again. You to continuously introduce new things for the consumers.

Respondent 5: More importantly, you need to be consistent.

Respondent 4: And consistency is something you will not find anywhere. Not a single place.
For example, I am a regular eater at McDonalds, aur yaar bhot massive changes hoti hain.
Mainay toh infact jana hi chordia hai. I am so disappointed. Itni baar unko phone karke daantna
parta hai.
75

Respondent 6: Same is the case with KFC. They started off with the Zinger burger aur abhi tq
wohi chul raha hai. Nothing new they brought since then. In fact, ab toh size bhi chota kardia hai
and its so oily now.

Moderator: But dont you think Zinger is its selling point?

Respondent 6: Yes, but quality has severely declined.

Respondent 7: They had the advantage of bringing something new because it creates
competition in the market but once there is competition in the market, you go for further
innovation which they havent done.

Respondent 2: Ab toh har dusra fast food apko zinger de raha hai even McDonalds, Hot n Spicy
etc.

Respondent 3: Zinger is its trademark product but the quality is also declining. Ya toh esa ho
keh bunda bolay keh zinger khana hai toh sirf KFC ka khana hai but this is not the case anymore.
Others are providing good taste zinger burgers in cheaper prices in fact.

Respondent 2: Coming back to question, brands main differentiation as such at least mai toh
nahi kar pata. At end where ever you go, you will have a good tasty burger. Han pricing could be
a factor.
76

Respondent 3: I think people are more aware now, and they scrutinize things any more detail
now. Woh dekhenge sauce kitna dala hai, size kitna hai, petty theek tarhan placed hai ya nahi.
And these are not their potential competitors but regular customers khaas tor pe khawateen. With
due respect, they scrutinize even more.

Respondent 1: They have skills to do so.

Respondent 4: I think hamari basic jo 2 cheezain niklenge woh taste aur price niklengi. That is
how you can differentiate.

Respondent 2: I think taste ko ap shyd quantify nahi kar saktay because it varies from individual
to individual.

Respondent 7: For me, even in fast food ambiance would matter. I would be hugely concerned
keh inside the outlet space kitni hai etc.

Respondent 6: But many are just now takeaway. They do not provide ambiance.

Respondent 4: Exactly, if you are taking this as factor phir to hap Burger Shack, Burger Factory
etc ko toh zero zero dogay.

77

Respondent 3: Presentation also matters. If look at Burger Lab, they come up with a very good
idea of a box. It is very different and nice to carry but very impractical. I mean it opens up flat
and you just cannot eat it like in your car which now days people do. Customer like me would
not go to Burger Lab thinking keh yaar khanay main bara masla hota hai. Aur Burger Shack agar
mai nahi jaonga who just because of the waiting line. It gets tiring.

Respondent 4: Ab jo aik cheez innovate kia hai burger factory nay, which I havent seen
anywhere else, woh serving Mutton Burgers.

Moderator: Doesnt takeaway means that you just take the food and eat somewhere proper?

Respondent 4: No, takeaway means you can eat it anywhere you want including while standing.

Moderator: Ramiz you havent spoken in a while. Lets ask you a question. If you plan to have
good tasty burger, where would you like to go with friends?

Respondent 5: I would most probably go place like A-one. Why not any other fancy brand is
because I frequently eat outside and for that I have to look into the budget as well. So, take
expense cut and eat more outside.

Respondent 2: Price and frequency are inversely related.

78

Moderator: Coming to Burger Factory, it differentiated itself by serving Marvel Themed
burgers. Yani har burger ko aik comic book character ke sath associate kia hai. Do you think it
was a good concept?

Respondent 4: That can actually back fire. Because people who have read those comics know
what they are. Aur yahan woh market bhot choti hai.

Respondent 3: And that market is below 15 of age. I mean if I am going with my wife even to
have a burger, why would I go and have a marvel themed burger. Fine, those characters remind
me of my childhood but as a matured person I wouldnt want to have them now.

Respondent 2: What value it is adding to the burgers? If I say I am having Ironman then what
extra it is giving to me? Nothing.

Respondent 3: It is basically a very childish concept. What they could have done it target a
specific market i.e. kids or merge it with other meals like what McDonalds has done. Happy
meal for kids.

Moderator: If you guys remember, Hollywood grill khula tha. Uski saari dishes celebrity ke
nam pe theen It was the same concept.

Respondent 2: It added no value to the food except making it more expensive and thats why it
got closed.
79

Respondent 7: Burger Factory aik kam karsaktay thay keh ussay dine in banatay aur andar pori
theme hi wese hi design karte jese they have in comic books. Ussay kia hota keh buchhay bhi
attract hotay aur aik achi jaga bhi mil jati toh sit in.

Respondent 3: Lets suppose I am in a casual meeting with my colleagues and its time for quick
meal and we want to have burgers. I will not have Burger Factory, I will not have marvel themed
burgers with my colleagues.

Moderator: Let me contradict to it, when it comes to movie, you would love to watch Ironman
or Hulk, then why not when it comes to eating?

Respondent 6: The thing is value addition. When you watch Hulk in a movie, in action, you get
excited. Jese Avengers main jub Hulk aya tha, it created excitement. But Hulk khanay main itna
excited nahi hai.

Respondent 7: Fine I like Batman. But if I am going with a girl, I wouldnt say chalo mujhe
Batman khana hai. Thats so kiddish and immature for a guy of my age.

Respondent 4: A good advice would be keh isko kids section main kardain aur baqi burgers ke
nam generic kardain.

80

Respondent 3: If you look at Burger Shack or Burger Lab, unhon ne apne nam ko hi follow kia
hai further to associate it with their products. Ab Burger Factory ko lelain. What are you
making? Marvel Characters. Doesnt go with the name.

Respondent 4: Burger Studio rakh lete.

Respondent 3: The other day I saw a deal on DealsToday of Burger Factory. 4 burgers in PKR
500. Agar mujhe woh burger free main bhi deta toh I wouldnt have had them. Because such a
bargain is seriously not on.

Respondent 7: Marketing main yeh bhi dekha jata hai keh agar ap koi deal de rahay ho toh at
least there should be limit to a price keh woh ap hi ke brand ko budnam na kardain. Such cheap
deals create curiosity in peoples mind keh ho kia raha hai. Are they making fools out of us.
Because in deals they make profits and if customer sees that toh he will think ap pehle high
prices rakh kar pagal bana rahay ho.

Moderator: If we start targeting these burgers to the kids of age below 15, do you think parents
would actually and frequently spend PKR 500 on burgers for their kids?

Respondent 3: It depends on the buying power, and also if both the parents are working toh for
their kids they might get a quick meal.

81

Respondent 6: If you see, non of the outlets are focused towards kids except McDonalds. It
could be a good strategy to market specifically kids.

Moderator: But as a parent I would be concerned that I am not giving my child healthy food

Respondent 4: Our market is not that educated.

Respondent 3: I totally agree with this concern because women somewhere down do think about
the nourishment of their kids and definitely she will avoid such food items.

Respondent 7: Firstly you completely have to revamp yourself. Secondly, do some activities
like 14
th
Street Pizza did on Facebook. Asking people to take pictures of how they eat pizza and
stuff like that. Thirdly play with psyche. Like Vital Soap or Mineral Water. Just add something
healthy to it, youre marketing techniques should include all these aspects. People easily tend to
divert.

Moderator: Jub hum bahir khanay jatay hain toh we are looking for fun experience. Kia
Takeaway hum se who experience leleta hai?

Respondent 3: Yes it does take that away.

82

Respondent 2: Your food needs to be that good keh people are forced to give up any other
experience than the food itself.

Respondent 6: We are mentally prepared for it thats why we go to such places.

Respondent 1: Also, you can easily cut on your prices which makes you less expensive than
others.

Respondent 6: Burger Shack could have started home delivery but unhon ne nahi kia because
they wanted its consumers to have that exclusivity kind of thing by actually coming to them.

Moderator: What else could be Burger Factorys USP?

Respondent 6: I had a chance to talk to its management, they told me that mutton burger was
their unique selling point. But, unfortunately uspe focus hi nahi kara. Its a very good things.
Nobody has it and they should work on it.

Respondent 3: Product launch karte hue kafi marketing factors hotai hain. Yahan pe Gizri board
pe the put up an ad. Yaar who jo burgers ki pictures theen na who mai kabhi nahi khata. Bhot
kharab pictures theen, not appealing at all. Looked as if cell phone se kheech kar laga deen hain.
I wanted to go Burger Factory but I didnt go just because of it.

83

Respondent 4: McDonalds pictures are very appealing on the other hand.

Moderator: Is anybody following Burger Factorys FB page? That is where they are most
active.

Respondent 1: Baqi cheezon main itnay muslay hain toh FB page kholna toh door ki baat hai.

Moderator: It is located near Khy e Muslim, near DHA Phase VIII. Just like Burger King in
Nishat.

Respondent 3: Okay now thats very secluded. For Burger King, people might come to Nishat
but Burger Factory ke liye itni khuaari koi nahi karega.

Respondent 4: It is surrounded by apartments etc but again kafi hut ke hai. Not being a central
point toh people would not like to visit.

Respondent 6: If you go to the back of Delawala, Clifton, wahan chai ke dhabay hain. Logon ne
wahan boutique kholay hue thay. Bhot stupid si jaga hai. Wahan kon kapray lene aega. But then
a small fast food restaurant opened, sheesha walay bhi aegay and believe me esa cluster bun gaya
hai keh ap raat ko 2bje bhi jaenge apko who jaga full milegi.

84

Moderator: If we compare prices, they all are equal. Burger king main bhi PKR 600 spend
hojatay hain aur dusray Burger outlets main bhi almost same cost. Then it is important to
consider pricing when opening an outlet.

Respondent 1: Burger king ka experience hi alag hai. It provides you ambiance. Others do not.
They are just take away. Besides, hamari market kafi fickle hai. Just to try something new, they
will come to any place. In the long run it might not be effective.

Respondent 5: Yes I totally agree with Saad. Who apko bethne ki jaga de rahay hain. Uske liye
they charge a small premium. If you are not providing any other value toh unnecessary price
increase nahi karna chahiye.

Moderator: Lets come to conclusion, what should Burger Factory do? Final words.

Respondent 7: Revamp it. Be consistent with what their name is what they are producing. Do
some activities to spread word.

Respondent 1: Kids market is little tricky so they need to be extra careful.

Respondent 5: Unko chahiye keh they should use sign boards near their outlet which at least
tells that Burger Factory is this way, or you are this far Burger Factory. Because like we said, its
very unconnected to the rest of the areas. Needs more appearance for people to know about it.

85

Respondent 4: Burgers ke nam change kardain aur general nam rakh dain.

Respondent 3: They cannot change the name of the outlet but surely can change burger names.

Moderator: Agar burger factory kisi mall main hota toh kia ziada behtar chulta?

Respondent 2: Obviously, knowledge ziada hota. Exposure ziada hota. Abhi toh mujhe pata bhi
nahi hai keh Burger Factory hai kahan.

Respondent 3: Big malls invite reputable brands and give them rent concessions. Burger Factory
ko koi nahi invite karega aur agar khud yeh log jaenge toh it is going to be very expensive for
them.

Respondent 6: Like said before, they should focus on Mutton Burger, and emphasize it as much
as possible. Like first Mutton Burger in Pakistan. It will definitely work.

Moderator: Okay guys, thank you for your time. Hope you all enjoyed the session. In return,
lets have Burger Factory now.

86

Transcript Focus Group 2

Date: 3
rd
March, 2014
Time: 9:00pm
Location: Defence Phase IV, Karachi
Moderator: Muzammil Malik
Facilitator: Hassan Usmani

Participants:

1) Muhammad Mansoor ( Age : 20, Student)
2) Mohammad Asad Khan ( Age : 19, Student)
3) Rehan ( Student )
4) Mohammad Umer ( Age : 23, Student )
5) Zafar Abbas ( Age: 14, Student )
6) Umer Naseem ( Age: 19, Student )
7) Mohammad Shahnawaz ( Age:15 , Student )
8) Mohammad Akil ( Age: 19, Student )
9) Mohammad Asad ( Age:26. Student )
10) Asif Malik ( Age: 14, Student )

87

Muzammil: We are gathered here to have a focus group on consumer attitude and purchasing
behaviors of burgers. Let me introduce myself, I am Muzammil Malik currently doing my MBA
from IBA. Lets start with the introductions, please introduce yourselves.
Muhammad Masoom Ali: I am Muhammad Masoom Ali currently doing my engereening from
FAST, I am from Lahore and my age is 20 years.
Mohammad Asad Khan: My name is Mohammad Asad Khan, doing electrical engineering
from PAF KIET , currently in 2
nd
semester and my age is 19 years
Rehan: I am Rehan I am in class 6 at New Model High School.
Syed Mohammad Umer: I am in my second year in MBBS and age is 23 years.
Mohammad Zafar Abbas: I am in class eight , my age is 14 years and in study at Beacon
House school system.
Umer Naseem: I am doing my A Levels from Beacon House and my age is 19 years .
Mohammad Shahnawaz: I am in PAF Chapter City School and my age is 15 years.
Mohammad Akil: Doing my A Levels and my age is 19
Mohmmad Asad: Doing BCS from PAF Kiet and my age is 26 years
Osama Ali: I study at City School in class 8
Asif Malik: I am in class 7 and my age is 14 years.

88

Muzammil: I want to ask what your expectations are when you go to have a burger about its
quality and how it should be made.
Osama: It should be hygienic
Asad: I expect it to be big in size, well prepared and of a good place
Akil: I would look at the environment it is being served in, it should be fresh and they should use
local products.
Shahnawaz: Environment and Standard.
Umer: Most important is the price factor, is it affordable for the target market other things its
should be healthy and the environment should be good.
Mohammed Umer: the price should be in affordable range, you should be satisfied with the
what you have paid for and it should fulfill your apatite
Asad Khan: It should be cheesy and not so spicy and should be affordable
Masoom Ali: I agree with all of them , the standard should be high and the environment it is
being served in should be nice so that we can enjoy the experience.
Muzammil: Seems like every one of you have had recently have eaten a burger and consider
quality and price to be the important factors. But do you look for quality only or also look at the
brand as well. Please provide your comments regard the brand and quality aspect.
Masoom Ali: People in Pakistan due to their lack of income prefer quantity over quality. I
belong to a lower middle class family and price of a product is the most important element in
purchasing scenario.
89

Asad Khan: We generally look for the Brand name and dont care what kind of quality they are
serving as we tell people we purchased product from this brand,
Mohammad Umer: Our people go for the brands thinking that they would be good even without
trying it first hand, some time the unbranded food items are better than the branded food items
but people still go after the brand name which can cause loss of sale to the local unbranded food
restaurant.
Mohammad Asad: People think that brands get them a status symbol and help them to become
part of the elite class. They dont look for the taste. People used to more concern about the taste
and quality but people are becoming brand conscious.
Mohammad Umer: But people prefer the local low cost resturatns because of the deals they
have taken out so that they become affordable to the people.
Umer Naseem: location of the burger joint is very important too as the people in that location
have to have the purchasing power
Mohammad Akil: it all depends on the real purchasing power , people in posh localities in
Karachi do have this kind of purchasing power that they can afford the expensive burgers of
Hardees, KFC, McDonald etc.
Zafar Abbas: I think after these burger joints have had made themselves a name in the market
they tend to increase their prices and reduce the quality of the food aswell
Mohammad Akil: I think these burger joints are not made to cater the demand of every fast
food eater but of a certain segment in the upper middle class
90

Muzammil: moving forward we will discuss the service quality and what are your expectations
about it
Shahnawz: the person providing the service should be well mannered
Umer Naseem: I think the most important thing regarding the service is how fast they serve the
food, the server should be properly trained, they should know how to deal with different kind of
people coming in the restaurant and they should be trained
Muzammil: what are your pre purchase expectations e.g what are your perception expectation
about a burger joint
Mohammad Umer: the accommodation should be reasonable
Mohammad Asad: there should be value for money
Umer Naseem: the taste is very important as and it should create a want to come back to the
same burger joint and there should be no feeling of regret that you have wasted the money
Mohammad Akil: the sitting place, the place where the food is being prepared in, the cost and
the quality should be consistent.
Asad khan: the burger joint should strive for making the non regular customer a permanent one
Muzammil: how important is the word of brand towards your buying behavior
Mohammad Umer: its very important as this creates a buzz and people want to go check out
the place and why people are taking about it
91

Umer Naseem: this word of mouth also creates comparisons between the food outlets and gives
an idea of to which one is performing better and who is serving better food. The feedback is very
important.
Muzzamil: how important is consumer behavior in the purchasing of the burgers
Masoom Ali: it depends on the budget that you are capable of spending on these expensive
burger joints
Mohammad Akil: it depends on the advertising that the burger joint is doing .
Muzammil: how important is the location?
Asad: Location wise sometimes the quality differs over where the fast food restaurant is located .
Mohammad Umer: I think location can give you an idea about the quality of the food that is
going to be served over there. The location should be clean and hygienic.
Umer Naseem: Location for me depends on how popular that place is, for example the Burn
Road in Karachi and Food Street in Lahore. If I was to setup up a restaurant I would pick up a
locality that would be called the focus where people can easily gathered too.
Zafar Abbas: the restaurants should also cater to the quality of the food in retaliation to where
they are located, example if in Defence they have opened in a posh street they will have to serve
top quality food as the customers would expect that as they would create an association between
the location and the quality.
Mohammad Umer: location wise when one would go they would look at the surrounding
environment, its cleanliness, the security matters a lot too, the visual feedback, the popularity,
92

how far it from once residence . Even when one searches for restaurant the person first looks at
where the restaurant is located so judge the environment and safety element.
Muzammil: How to do associate location with price, if a new restaurant is opening up where
you would like it to be located. When Hardees opened in Nazimabad what were your views
about it
Umer Naseem: in Karachi you can divide the location with prices, like you know if I go to
Defence I would take a thousand Rupees as I know that food will cost be that much with the kind
of upper end restaurants and fast food joints there.
Asad: with the conditions in Karachi the location should be where it is easily accessible, like a
restaurant that is located near high way is totally cut of when the conditions over there gets bad.
Akil: when I heard about Hardees coming to Karachi I thought it would open in Defence as its
the main security are. Very few people I think travel that far as its very far from Defence and
Clifton.
Zafar Abbas: I think that location does not matter to the people who have a craze for food, they
are willing to travel the distance to satisfy their taste buds
Muzammil: Are you willing to compromise on quality and quantity.
Mohammad Asad: I think there should be a balance between quality and quantity.
Akil: I think this depends on the personal interest of the person and more importantly in which
sec class they belong too. The upper class would prefer quality over quantity, the middle class
would go for quality and quantity both and the lower class would go for quantity only.
93

Umer Naseem: I think that it depends on the budget be in whichever sec class they belong too,
they would look for both quantity and quality even if they are spending Rs. 200
Muzammil: consider if you have Rs.1000 and you have to spend on a meal from a famous fast
food joint that costs near Rs. 800 would you go for it or you would go meal that costs less
Asad: I think it again depends on the quantity and quality and would go to places that would not
be that expensive and not prefer spending all of the money in one goes.
Akil: We have to use this money over 30 days so it would be sensible to send on less expensive
food.
Muzammil: Regarding customer satisfaction what parameters come to your mind
Asad: I think they are fixed: quality, quantity , location , taste
Muzammil: Consider a scenario where you have a limited budget and you have to order a
delivery what would you have delivered at your place
Asad: Considering the budget is limited like Rs 200-300 I would order Biryani and if the budget
allows I might think about ordering a burger or pizza
Akil: I would also look for how long I have to run on that food, it the duration of not getting
served home food so I would go for low cost fast food
Shahnawaz: I would order BBQ
Umer Naseem: Burger or Pizza
Rehan: Burger
94

Mohammed Umer: Burger
Masoom Ali: Burger
Muzammil: Would you go to a burger joint if the world of mouth of that joint is positive ?
Asad: Yes I would try it as there must be something special that people are talking about it.
Umer Naseem: I would look at the feedback from my friends and if its positive I would
deficiently go there
Rehan: yes I would try it and want to make my own opinion on it .
Muzzamil: With this we conclude out focus group and I thank all of you for coming and
participating.

95

Burger Factory Questionnaire Form
This questionnaire is being conducted as part of Marketing Research Project at IBA. Identity of
the respondent will be kept confidential and answer will only be used for analysis purpose only.
Please choose answers from the options provided else otherwise mentioned:
1. On average, how many times do you eat fast food in a month?
1 to 3 times
4 to 6 times
7 to 9 times
10+ times

2. Given your answer, what factors lead you to choose fast food over any other option?
(Please rate from 1 to 10 with 1 being least important)

1 2 3 4 5 6 7 8 9 10
Convenience

Quick to eat

Budget

Taste

Social group

3. What meal are you most likely to eat at a fast food restaurant?
Lunch
Dinner
Midday snack
Late night meal

96

4. What is your favorite fast food restaurant?
McDonalds
KFC
Pizza Hut
Subway
Burger (King;Factory;Shack;Lab;MYOB,Hardee's
Other __________

5. How did you come to know about your favorite restaurant?
Word of mouth
Advertisement
Social Media
Recommendation
Other:

6. On average, what is the chance you will order a Burger on your visit to a fast food
restaurant?

1 2 3 4 5 6 7 8 9 10

Least Likely

Most Likely

7. What is your favorite Burger outlet?
Burger King
McDonalds
KFC
Hardees
Other:

97

8. Do you know about Burger Factory?
If No then go to question # 14
Yes
No

9. If yes, how have you come to know about it?
Word of mouth
Advertisement
Social Media
Recommendation
Other:

10. How was your experience?
Excellent
Good
Average
Poor

11. How do you see the concept of Marvel Themed Burgers in Pakistan?
Good for kids
Meal for everyone
Cannot associate Marvel Characters with food
Dont know about Marvel Theme
Other:

12. With whom do you usually visit Burger Factory?
Friends
Colleagues
Family
Alone

98

13. Please rate Burger Factory on the following criteria
Taste

1 2 3 4 5 6 7 8 9 10

Very Tasty

Not Tasty
Quality

1 2 3 4 5 6 7 8 9 10

High Quality

Low Quality
Menu

1 2 3 4 5 6 7 8 9 10

High Variety

Low Variety
Ambiance

1 2 3 4 5 6 7 8 9 10

Uplifting

Depressing
Value for money

1 2 3 4 5 6 7 8 9 10

Expensive

Economical
Accessibility

1 2 3 4 5 6 7 8 9 10

Easily Accessible

Not Accessible

99

14. Please rate McDonalds on the following criteria
Taste

1 2 3 4 5 6 7 8 9 10

Very Tasty

Not Tasty
Quality

1 2 3 4 5 6 7 8 9 10

High Quality

Low Quality
Service

1 2 3 4 5 6 7 8 9 10

Good

Bad
Menu

1 2 3 4 5 6 7 8 9 10

High Variety

Low Variety
Ambiance

1 2 3 4 5 6 7 8 9 10

Uplifting

Depressing
Value for money

1 2 3 4 5 6 7 8 9 10

Expensive

Economical

100

Accessibility

1 2 3 4 5 6 7 8 9 10

Easily Accessible

Not Accessible

15. Please rate Burger King on the following criteria
Taste

1 2 3 4 5 6 7 8 9 10

Very Tasty

Not Tasty
Quality

1 2 3 4 5 6 7 8 9 10

High Quality

Low Quality
Service

1 2 3 4 5 6 7 8 9 10

Good

Bad
Menu

1 2 3 4 5 6 7 8 9 10

High Variety

Low Variety
Accessibility

1 2 3 4 5 6 7 8 9 10

Easily Accessible

Not Accessible
101

Value for Money

1 2 3 4 5 6 7 8 9 10

Expensive

Economical

16. Please rate Hardees on the following criteria
Taste

1 2 3 4 5 6 7 8 9 10

Very Tasty

Not Tasty
Value for Money

1 2 3 4 5 6 7 8 9 10

Expensive

Economical
Quality

1 2 3 4 5 6 7 8 9 10

High Quality

Low Quality
Service

1 2 3 4 5 6 7 8 9 10

Good

Bad
Ambiance

1 2 3 4 5 6 7 8 9 10

Uplifting

Depressing
102

Accessibility

1 2 3 4 5 6 7 8 9 10

Easily Accessible

Not Accessible

17. Gender:
Male
Female

18. Age
16 to 20 years
21 to 25 years
26 to 30 years
31 to 35 years
35 and above

19. Marital status
Married
Unmarried

20. Occupation
Student
Working professional
Business owner
Housewife

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