Pham Hong
Pham Hong
Pham Hong
2016
© 2016
The Study of Factors that Influence Consumer Purchasing Decisions towards Top
Three Fast Food Brands Including Kfc, Pizza Hut and Lotteria in HoChiMinh City,
ABSTRACT
consumer purchasing decisions towards top three fast food brands including KFC,
Pizza Hut and Lotteria in HoChiMinh city, Vietnam. The objectives of the studies are
purchase intension towards fast food in Vietnam. It is a quantitative study using self-
supermarket, stores in HoChiMinh city, Vietnam. The sample size is 400 respondents
who live in HoChiMinh, regularly consume fast food. The surveys reliability was
tested by Cronbach's alpha coefficient in which showed 0.966 (very high reliability
level). The data analysis process for this research is analyzed by SPSS statistic
program and present in table format with explanation on each. Several methods were
used to analyze statistics such as frequency and percentage, cross tabulation and
v
ACKNOWLEDGEMENT
I would like to thank Dr. Sumas Wongsunopparat for the kindness and support
he has shown during the past year it has taken me to finalize this Independent Study.
Furthermore, I would like to thank my parents for their endless love and support. I
would like to thank Mr. Jack as well for his assistance and guidance with this paper.
Last but not least, I would like to thank Bangkok University for the support for my
thesis.
the possibility to complete this report. A special gratitude I give to my supervisor Dr.
TABLE OF CONTENTS
Page
ABSTRACT ................................................................................................................. iv
ACKNOWLEDGEMENT .............................................................................................v
Page
Page
BIBLIOGRAPHY ........................................................................................................76
APPENDIX ..................................................................................................................78
BIODATA....................................................................................................................85
LIST OF TABLES
Page
Table 2: The Result of Cronbach’s Alpha Test with 30 Try-out Questionnaires ........37
Table 3: Frequency and Percentage of General Information; The most favorite fast
Table 4: Cross tabulation of General Information; Always choose the favorite brand
......................................................................................................................................42
Table 10: Finding of hypotheses testing for Product in Marketing mix (7Ps) (KFC) .48
Table 11: Finding of hypotheses testing for Product in Marketing mix (7Ps) (Pizza
Hut) ..................................................................................................................50
Table 12: Finding of hypotheses testing for Price in Marketing mix (7Ps) (KFC) .....51
Table 13: Finding of hypotheses testing for Price in Marketing mix (7Ps) (Pizza Hut)
......................................................................................................................................52
Table 14: Finding of hypotheses testing for Place in Marketing mix (7Ps) (KFC) .....52
Table 15: Finding of hypotheses testing for Place in Marketing mix (7Ps) (Pizza Hut)
......................................................................................................................................53
Table 16: Finding of hypotheses testing for Promotion in Marketing mix (7Ps) (KFC)
......................................................................................................................................54
x
Page
Table 17: Finding of hypotheses testing for Promotion in Marketing mix (7Ps) (Pizza
Hut....................................................................................................................55
Table 18: Finding of hypotheses testing for Process in Marketing mix (7Ps) (KFC) .55
Table 19: Finding of hypotheses testing for Process in Marketing mix (7Ps) (Pizza
Hut) ..................................................................................................................56
Table 20: Finding of hypotheses testing for Physical Environment in Marketing mix
Table 21: Finding of hypotheses testing for Physical Environmental in Marketing mix
Table 22: Finding of hypotheses testing for People in Marketing mix (7Ps) (KFC) ...58
Table 23: Finding of hypotheses testing for People in Marketing mix (7Ps) (Pizza
Hut) ..................................................................................................................59
Table 25: Finding of hypotheses testing for Brand Equity (Pizza Hut) .......................61
Table 26: Cross tabulation of Consumer behavior; Eat at home (or) outside ..............62
Table 27: Cross tabulation of Consumer behavior; Eat fast food with ........................62
Table 28: Cross tabulation of Consumer behavior; Spend for fast food each time .....63
Table 29: Cross tabulation of Consumer behavior; Frequency of purchasing fast food
......................................................................................................................................64
Table 32: Cross tabulation of Consumer behavior; Fast food fit well with lifestyle ...66
LIST OF FIGURES
Page
CHAPTER 1
INTRODUCTION
raising, the human life span has also increased. Therefore, people have more new
demands of life and one of them is the timing issue. The consumption of time for
daily activities includes many things in that may include the human meal. In addition
to being delicious, have enough quality to guarantee health, it must require less time.
This leads to contribute to promoting the establishment and development of fast food
According to market research firm IBISWorld, the total revenue of the fast
food restaurant industry generated approximately 191 billion U.S. dollars in 2013.
And in 2012, Yum! Brands who is the parent company of fast-food chains KFC, Pizza
Hut and Taco Bell, has earned 1.1 billion dollars in profits outside the United States
accounted for 70% of total revenue (IBISWorld, 2012). And in 10 emerging markets,
with a million people, Yum! Brands will build two fast food outlets. Meanwhile,
that Asia is the market of fast food consumption hottest growth in the world (Nielsen,
2012). With only the Asia Pacific region has 30% of consumers go to eat outside at
least 1 time / week. Specifically, the percentage of the population eat outside family at
least 1 week/time is Hong Kong 61%, Malaysia 59%, Philippines 54%, Singapore
Vietnam with over 90 million inhabitants, of which 65% are young people
under the age of 35 and the economic growth rate in 2016 is expected to reach 9.5% is
attractive markets business conglomerates formula fast food (CIA, 2015). Currently,
apart from the fast food brand has been active abroad for many years, the fast food
market in Vietnam also began a fairly active. The presence of fast-food brands in the
country, as well as other foreign investors prepared penetration, making the fast food
market in Vietnam increasingly diverse and multiple options. Therefore, habits and
tastes of consumers will change. Therefore, the fast food chain store decorated space
should follow different groups including family space, friend space, to entice a large
In Vietnam, since fast food shops first appeared in Vietnam in 1994 (Chicken
Texas on Nguyen Trai Street, District 1), so far appeared fast food chain stores,
according to the European style, America, Asia mixed with the habits Vietnam
cuisine. Besides the hamburger, fried chicken, potato Cajun sauces with rice, cabbage
salad and corn salad, fast food market has currently in Vietnam is going on the
competition's extreme of his big three are KFC, Lotteria and Pizza Hut.
In Ho Chi Minh City (HCMC), on major routes have dense fast food outlets.
Each brand has its own strengths in order to please the guests. Most shops are located
in the corner of the spacious, attracting all glances. The foreign fast food when
purchasing decisions towards top three fast food brands including KFC, Pizza
Hut and Lotteria in Ho Chi Minh City, Vietnam" is very important and necessary.
3
KFC is the phrase stands for Kentucky Fried Chicken, KFC famous over the
world with Orginal Recipe traditional chicken processing, created by the same secret
brought a great taste made from fresh chicken. In Vietnam, KFC has 136 stores, 68
own stores in HoChiMinh, large and small (FTA Research and Consultant). Each
place brings a cozy atmosphere, hot chicken flavor, spicy, crispy. Also KFC has many
Pizza Hut (also known under the name Pizza Hut, Inc.) is an American
pizza with different styles, along with the side dishes including pasta, beef thigh,
Appearing for the first time in Vietnam since 2007, until now Pizza Hut has
confirmed strong position with large network throughout the land of the letter S,
especially with the system 19 Pizza restaurant located in Ho Chi Minh potential and
development.
Lotteria is the fast food chain stores first appeared in Japan in 1972, has now
developed in many East Asian countries such as China, Taiwan, Korea, Vietnam, ...
Lotteria imitated style bread McDonald's hamburger but famous as specialties created
Imported into Vietnam market in 2004, far Lotteria has a solid foothold in the
fast food market in here. With the continuous promotion of the unique, Lotteria
areas, especially in Ho Chi Minh City (HCMC) where developing day by day and
people have a better conditions, this reflects the overall growth and improved to life
According to a market survey of fast food in big cities by the company Market
Research online W&S announced the end of 2012, the brands of fast food such as
KFC, Lotteria, Pizza Hut were the most used in Vietnam market (W&S Group, 2012).
The survey results of 272 people from 16 years old and up showed that the subjects
are studied go to fast food outlets at least 1 time in 3 months. In particular, the
customers from 24-29 ages are a group have highest rate in using fast food. Type of
fast food has many advantages such as convenience, product diversity and can meet
the demands of youth in space friendly, youthful. Under the common development,
fast food consumption trends will continue to growing in the future, especially in the
youth. These figures showed that the strong growth of the fast food market, the
of extreme of his three big as KFC, Lotteria and Pizza Hut. Meanwhile, the
Vietnamese fast food brand is quite rare with Pho 24, Vietmac, and Wrap & Roll. In
order to contribute to finding new solutions for Vietnamese enterprises on the fast
food market, the author will conduct dissertation research "the study of factors that
5
influence consumer purchasing decisions towards top three fast food brands
including KFC, Pizza Hut and Lotteria in Ho Chi Minh City, Vietnam" based on
research on consumer behavior about fast food has been conducted by many authors
on the world and published several models related to using behavior of fast food and
To clarify the main objective, the research conducted two targets following
details:
towards top three fast food brands including KFC, Pizza Hut and Lotteria in
HCMC, Vietnam.
To achieve these objectives the study, the research question was posed as
follows:
top three fast food brands including KFC, Pizza Hut and Lotteria in HCMC,
Vietnam?
purchasing decisions towards top three fast food brands including KFC, Pizza
(3) From the result, how to apply it to develop marketing strategies for
This study surveys factors that influence consumer purchasing decisions and
investigates the relation of independent variables and purchase decision towards top
three fast food brands in Vietnam including KFC, Pizza Hut and Lotteria.
in HCMC where have KFC, Pizza Hut and Lotteria brands and the sample size
Chapter 1: Introduction: In this first chapter of the research, following are the
main sections: background of the research, problem statement, objectives and aims,
and model studies of decision making by consumers and the Factors that influence
consumer purchasing decisions towards top three fast food brands including KFC,
Pizza Hut and Lotteria in HCMC, Vietnam. The previous studies are on the factors
affecting the use of fast-food consumers in the country and abroad. Combined with
the current status of business fast food market in Vietnam, the author proposes a
explanation for the research methodology and data analysis used in this study. This
of the topic and propose some solutions applied research results into practice,
CHAPTER 2
LITERATURE REVIEW
Fast food is a general term is used for a restricted menu of food about the
amount of food were cooked in a technical process (Bender, 1995). According to Data
Moniter's (2005), fast food is defined as the sale of food or beverages is an immediate
way for consumers eat at the store or take away. In Vietnam, the most fast food shops
commonly known the consumer are KFC, Jollibee, Loteria, and Pizza Hut. According
to Franchise Direct in 2011: "Fast food shops" where packaged food production to
serve immediately. The fast food restaurant will "produce" the dish in a job chain
from order processing to serve (Sharma et al., 2005). The fast-food dishes mainly
hamburger (bagels inside clamp cheese, meat, and vegetables), pasta, chicken, and
the needs and wants itself (Solomon, 1998). Consumers are defined as any individual;
of all ages participate in the process. According to Solomon (1998), buying behavior
of consumers is the behavior that occurs when a consumer decides to buy a product. It
is an internal thought process (a process often called buying process) and it starts
when consumers recognize a need or desire to buy something, the study of factors
before purchase and include the following actions when the consumer purchase
9
experience consider before deciding whether to use products / services again in the
The theory of the five-step process to decide to purchase the most widely used
is the theory developed by Kotler. According to this theory, the behavior of the buyer
is a fairly linear process with a beginning and a clear end point, as shown in Figure
1.This process helps people make marketing work better understand customer and
consumer behavior.
better understand consumer behavior and the reasons for making their purchasing
customer support services online. The process of online purchasing decisions can be
classified into three stages, namely: building trust, the online shopping experience,
decision, and post-purchase behavior. In this study, the focus will be placed on four
first stage is to research the intentions and attitudes of online consumers. The last
difference between the desired and actual situation related. Problem recognition may
be the causes are caused by intrinsic factors such as consumer's financial situation and
the advertisements also. Advertising on the internet can be used in activating the
needs of consumers. Therefore, online sellers can capture potential customers at this
solve problems that needs. This is very important for online sellers for help
salespeople know and understand the process of online purchasing decisions and
focus on how to attract consumers who are looking for information and supply giving
them the information they wanted. The researchers had previously said that the use of
the Internet have a positive impact on online shopping behavior of consumers and
intend to shop online (Dennis C., B. Harris L., and Sandhu, 2002). Potential online
customers to use the internet as a basis for collecting information and they tend to
have a positive attitude towards online shopping. Research by Citrin and partners
(2000) also suggested that creative consumers will impact on their propensity to shop
online directly. So in the information search stage, the creativity of consumers and
the way they use Internet affect positively to the online shopping behavior of
alternatives by evaluating the performance of the product or service; consider the cost
of a purchase, the relevant factors that affect to purchase as social norms and
relationships with others and how the products are related to their individual (Jobber
D., 1998). As consumers evaluate alternatives in the online shopping process, the
safety of the transaction is also very important and has an impact on consumers'
decisions.
After the evaluation phase of alternatives, consumers have rated the selected
item. There are two factors affecting between evaluation stages and purchasing
decisions. The first is the attitude of others, loved ones, friends and colleagues of the
reference group may change the ranking of the selected item even if the consumer had
intended to buy. Secondly, there may be some situations factor affecting products may
suddenly raise or other needs more pressing. However, online shopping is often done
in a more private environment to the influence of others may be reduced at the time of
purchase decision. Even if a consumer has decided to exact product they will buy, still
have some sub decisions in a purchase decision is made. The sub decisions include
price range, the point of sale, time of purchase, quantity purchased, and payment
methods.
Despite all the theories about the recognition of the needs, searching for
information and evaluation as the basis for the decision to buy, there are some
situations cannot apply the theory above. This phenomenon is called impulse
to purchase based on impulse and their momentary feelings. Factors affecting impulse
12
shopping decisions are the personal standard that consumer has set for himself. If
consumers have set goals and targets certain, they will know exactly what they want,
so they are less likely to impulse shopping. The second is self-control. The third and
most important, the needs of consumers change. Even when the two components are
not affected, if they change their mind before, it will change buying decisions.
developed by Dr. William Glasser in the 1960’s which mention that choice theory
- Whatever we do is behave (both good and bad), all behaviors are chosen.
- We are internally motivated, not externally motivated by the world around us.
- We are never constantly seeking to live in our quality world (people, things,
more of our five basic needs include: First is survival, this means people need to eat,
to drink, warm clothes, shelter…The second is to love and belonging, it is about our
relationship such as friendships, work, family or social that we belong to. Third is to
be powerful, people like to achieve things have status feel worthwhile such as victory
feeling, and have respect from others. Fourth is to be freedom, it is about our need for
independence. And the last one is to have fun, this is gives us contentment and
13
enjoyment. These needs are thought to be inborn and we are responsible for the
choices we make.
2. Information is all what we can get from other. How we solve that
5. What happened in the past that was hurting has a great deal to do with
what we are today, but rethink this painful past contributes a little bit,
6. We can only satisfy our needs by satisfying the all things in our
Quality World.
7. Whatever we do is behave.
10. All total behavior is nominated by verbs and named by the part that is
The 7Ps model is a marketing model that modifies the 4Ps model. The 7Ps is
generally used in the service industries. 7Ps Marketing model is one of the theories
14
governance.
LEVEL 3 > P7
Physical
LEADERSHIP SOLUTIONS Environment
LEVEL 2 > P5 P6
People Process
MANAGEMENT
SOLUTIONS
P1 P2 P3 P4
Product Price Place Promotion
LEVEL 1 >
MARKET SOLUTIONS
marketing management. That group of solution (or strategic) Products, from concept
group is the solution Price, from the cost of distribution of discounting and consumer
prices; Next is the solution for the distribution and sales, and eventual solutions
needs and satisfaction of a certain group of people. The product can be tangible or
- Price: The price of the product is the level of money that a customer pays for
buying a product. Price is also a very important component of the marketing mix
definition which be used to transfer products from the manufacturers to end users, or
seller’s effort to encourage consumers to buy more products then it can boost brand
and conferences.
o Advertising.
o Sales Promotion.
o Personal Selling.
16
related directly to the business. Therefore, to become the successful business that is
important to hire and train the right employees to deliver superior service to customer.
o Facilities.
o Infrastructure.
o Service delivery.
Brand equity is understood as the unique value that the brand brings to the
about brand equity, it is interested in two aspects. First, the perceived value is the
emotions, the feelings of consumers to the brand. Second, the financial value of
consumer behavior - they choose to use the brand of the organization or are
competitors.
17
awareness), seen as a good product (Perceived quality), loyal (brand loyalty) and get
But in this study, the author just discussed in detail about brand awareness, brand
1. Brand Awareness
Brand awareness is the possibility that a potential customer can get to know,
or is reminiscent of a brand. Buyers often choose the brand they already know
because they feel more secure and comfortable. As a routine, the brand is well known
to more reliable and better quality (Aaker, 1991). The brand awareness is very
important for consumer items, where each when purchasing goods, the brand is often
18
planned in advance. In this case, the brand is not known will not have the opportunity
to choose.
categories.
• Brand recall: They are able to think of brand and products of the
2. Brand Quality
Perceived value, which is the difference between the total value consumers
receive and the value they expect from a product when deciding to buy at a certain
cost.
quality. Brand quality will directly influence purchase decisions and customer loyalty,
especially in cases where the buyer does not have time or cannot thoroughly
researched product features before buying. Brand quality, and support for the
identification of a high-price policy will therefore create more profits for reinvestment
in branding.
3. Brand Loyalty
According to the Pareto rule (1896) is usually applied many fields so the 20%
of customers will bring 80% of profits for the business. The strongest brands are
being recognized and guaranteed by the "fans" is. And add to that, the new clients
19
seeking a far costlier than maintaining old customers. This is particularly important in
markets where the transition to using the products of competitors more easily. For a
loyal customer base, the company has been a huge benefit that customers will be
introduced and persuaded family and friends use the company's products.
new customers because of the cost that they would spend so large that it does not
4. Brand Reputation
character as viewed by others in general. When consumers trust your company, and
always feel good about purchasing your services or goods mean there is a favorable
brand reputation. On the other hand, an unfavorable brand reputation will cause
consumers to distrust your company and be hesitant about purchasing your products
or services.
Theory of Reasoned Action TRA (Fishbein & Ajzen, 1975) shows that the
behaviors which humans have no control over. Since in this case, the elements of
attitudes toward implementation behavior and subjective norm of them are not enough
Erdem and Swait (1998) consider the imperfect and asymmetric information
of market affects attitudes and behavior of consumers how, led to the appropriate
approach in terms of awareness and signal aspect for the consumer behavior, as well
Based on the model of Zeithaml (1998) assumed price and brand are two
important elements of perceived quality and the positive impact of consumer trends.
Dodds, Monroe, Grewal 1991 were built a model to checking the relationship directly
and indirectly among exogenous factors (price, brand, store name) to assess buyer's
product about factors related to perception and have an impact on consumption trends.
Research shows that important roles of the value that consumers perceive. This value
may promote or hinder select a brand because this value is the result of received
consumption of fast food. And follow M. Iqbal Zafar (2002), factors influence to fast
food consumer behavior in Pakistan are: the amount of spending on fast food,
product's information, feeling about fast food (delicious, taste...), a type of fast food
that consumers often use, price, appreciate the style of serving staff. Meanwhile,
research by Van (2010) pointed out that convenience, taste, health, television is the
main reason to choose fast food. Pattaraporn (2011) theorized that demographic
factors, psychological factors, and the marketing mix (7Ps) are the factors that
influence selection of fast food, in that the major factors have a big impact to fast food
such as the happiness while using fast food, the members in family like fast food, fast
food is the modern consumer's style, reasonable price, price variety, packaging,
quality prices, promotional discounts. In Vietnam, the study by Luu (2011) shows that
the quality, hygiene and food safety are an important group of factors influence
consumer behavior canned food originating from China, followed by price and utility
23
products and feel of the product (presentation packaging, nutrition), consumer habits
and approaches.
After research some model research on consumer behavior of fast food, the
2.8 Hypotheses
After considering the theories, the research problem and objective for thus
H1o: Product does not influence consumer’s brand choice decision for QSR in
decision for QSR in Vietnam focusing on KFC, Pizza Hut and Lotteria.
choice decision for QSR in Vietnam focusing on KFC, Pizza Hut and Lotteria.
decision for QSR in Vietnam focusing on KFC, Pizza Hut and Lotteria.
choice decision for QSR in Vietnam focusing on KFC, Pizza Hut and Lotteria.
decision for QSR in Vietnam focusing on KFC, Pizza Hut and Lotteria.
choice decision for QSR in Vietnam focusing on KFC, Pizza Hut and Lotteria.
choice decision for QSR in Vietnam focusing on KFC, Pizza Hut and Lotteria.
H2o: Price does not influence consumer’s brand choice decision for QSR in
H2a: Price significantly influences consumer’s brand choice decision for QSR
decision for QSR in Vietnam focusing on KFC, Pizza Hut and Lotteria.
choice decision for QSR in Vietnam focusing on KFC, Pizza Hut and Lotteria.
decision for QSR in Vietnam focusing on KFC, Pizza Hut and Lotteria.
choice decision for QSR in Vietnam focusing on KFC, Pizza Hut and Lotteria.
decision for QSR in Vietnam focusing on KFC, Pizza Hut and Lotteria.
decision for QSR in Vietnam focusing on KFC, Pizza Hut and Lotteria.
H3o: Place does not influence consumer’s brand choice decision for QSR in
H3a: Place significantly influences consumer’s brand choice decision for QSR
decision for QSR in Vietnam focusing on KFC, Pizza Hut and Lotteria.
choice decision for QSR in Vietnam focusing on KFC, Pizza Hut and Lotteria.
brand choice decision for QSR in Vietnam focusing on KFC, Pizza Hut and
Lotteria.
decision for QSR in Vietnam focusing on KFC, Pizza Hut and Lotteria.
choice decision for QSR in Vietnam focusing on KFC, Pizza Hut and Lotteria.
H4o: Promotion does not influence consumer’s brand choice decision for QSR
decision for QSR in Vietnam focusing on KFC, Pizza Hut and Lotteria.
27
choice decision for QSR in Vietnam focusing on KFC, Pizza Hut and Lotteria.
choice decision for QSR in Vietnam focusing on KFC, Pizza Hut and Lotteria.
decision for QSR in Vietnam focusing on KFC, Pizza Hut and Lotteria.
H5o: Process does not influence consumer’s brand choice decision for QSR in
brand choice decision for QSR in Vietnam focusing on KFC, Pizza Hut and
Lotteria.
decision for QSR in Vietnam focusing on KFC, Pizza Hut and Lotteria.
decision for QSR in Vietnam focusing on KFC, Pizza Hut and Lotteria.
decision for QSR in Vietnam focusing on KFC, Pizza Hut and Lotteria.
28
decision for QSR in Vietnam focusing on KFC, Pizza Hut and Lotteria.
decision for QSR in Vietnam focusing on KFC, Pizza Hut and Lotteria.
decision for QSR in Vietnam focusing on KFC, Pizza Hut and Lotteria.
decision for QSR in Vietnam focusing on KFC, Pizza Hut and Lotteria.
decision for QSR in Vietnam focusing on KFC, Pizza Hut and Lotteria.
decision for QSR in Vietnam focusing on KFC, Pizza Hut and Lotteria.
choice decision for QSR in Vietnam focusing on KFC, Pizza Hut and Lotteria.
brand choice decision for QSR in Vietnam focusing on KFC, Pizza Hut and
Lotteria.
brand choice decision for QSR in Vietnam focusing on KFC, Pizza Hut and
Lotteria.
H7o: People do not influence consumer’s brand choice decision for QSR in
H7a: People significantly influence consumer’s brand choice decision for QSR
brand choice decision for QSR in Vietnam focusing on KFC, Pizza Hut and
Lotteria.
decision for QSR in Vietnam focusing on KFC, Pizza Hut and Lotteria.
choice decision for QSR in Vietnam focusing on KFC, Pizza Hut and Lotteria.
choice decision for QSR in Vietnam focusing on KFC, Pizza Hut and Lotteria.
choice decision for QSR in Vietnam focusing on KFC, Pizza Hut and Lotteria.
H8o: Brand equity does not influence consumer’s brand choice decision for
decision for QSR in Vietnam focusing on KFC, Pizza Hut and Lotteria.
choice decision for QSR in Vietnam focusing on KFC, Pizza Hut and Lotteria.
decision for QSR in Vietnam focusing on KFC, Pizza Hut and Lotteria.
30
choice decision for QSR in Vietnam focusing on KFC, Pizza Hut and Lotteria.
decision for QSR in Vietnam focusing on KFC, Pizza Hut and Lotteria.
decision for QSR in Vietnam focusing on KFC, Pizza Hut and Lotteria.
decision for QSR in Vietnam focusing on KFC, Pizza Hut and Lotteria.
decision for QSR in Vietnam focusing on KFC, Pizza Hut and Lotteria.
31
CHAPTER 3
METHODOLOGY
used. It also discusses description of the research design, population and samples,
research instrument, research reliability, data collection and statistic for data analysis.
The study pursues the quantitative method because its output is derived from a
great deal of primary data which makes it more solid and measurable (Qualitative and
and store in HCMC where KFC, Pizza Hut and Lotteria brands have. According to
in some points.
Population
Population from this study identified as the customers from KFC, Pizza Hut
A sample from this study is customers from KFC, Pizza Hut and Lotteria,
which are located in HCMC, Vietnam; however the population in this study is infinite
population. So, according to Pongwichai (2009), the researcher will determine sample
size by applying an equation at confidences level of 95% and precision levels = 0.05.
32
Z = 1.96 at the confidence level of 95%. The value for Z is found in statistical
Therefore, the sample size in this study is 385 people who are the customers
from KFC, Pizza Hut and Lotteria, which are located in HoChiMinh, Vietnam.
Nevertheless, this study compares relationship of marketing mix, brand name and
customer behavior among three different fast food brands in HoChiMinh, Vietnam,
consequently the researcher extended the margin of error by adding up sample size
examine and identify what aspects within the marketing mix (7Ps), brand equity and
age, profession, status, the most favorite fast food brand, factors… The questions are
close-ended questionnaire and the answer to each question is a check list type with a
total number of 7 questions and the 1 question is in Likert Scale to the checking
3. Lotteria
always like?
2. Female
2. 15-25 years
3. 26-35 years
2. Student
3. Other
2. Married
2. Brand Equity
34
Part 2: Questions about marketing mix (7Ps) in a Likert Scale: The questions
1. Product (5 questions)
1.4 Quality.
2. Price (3 questions)
3. Place (3 questions)
4. Promotion (3 questions)
4.3 Delivery.
5. Process (3 questions)
6.1 Cleanliness.
7. People (3 questions)
Part 3: Questions about Brand equity in a Likert Scale: The questions consist
1. Brand Awareness.
2. Brand Reputation.
3. Brand Loyalty.
4. Brand Quality.
questions scaled from “Strongly Disagree” to “Strong Agree” statement with the
( ) ( )
Interval Class = = = 0.8
the answer of each question is check list type with a total number of 8 questions.
7. Do you think that fast food restaurant fit well with your lifestyle?
8. Do you think that personal desire has an effect on your purchasing fast
food brands?
researcher will do with 30 surveys first, for check the reliability statistics. The
Cronbach’s alpha coefficient. If the reliability statistics of the survey is more than 0.7,
.966 50
0.966 with n of items = 50. As a result, shown in Table 2, the value of Cronbach’s
37
alpha for general information and demographics, marketing mix (7Ps), brand equity
and consumer behavior are 0.876, 0.980, 0.870, 0.741 respectively. And all acceptable
value of alpha should be about 0.7 (Olorunniwo et al., 2006). From this
questionnaires, the overall Cronbach’s alpha coefficient value is all higher than the
benchmark value of 0.7 and has the value higher than 0.9 therefore according to
Cronbach (1951); Olorunniwo et al. (2006) this questionnaire has a high reliability
In this study, data used within this research comprise of two types of data,
1. Primary Data are data received from questionnaire instruments that has been
self-administered by sample group which are customers from KFC, Pizza Hut and
Lotteria shops that located in HCMC, Vietnam with the total number of
2. Secondary Data are information that has been collected from the review of
literature in related topics such as books, articles, research and the Internet.
Data collection process has been done in the December of 2015 to January of
such as shopping complex, supermarket, and store. In order to receive the target
amount of questionnaire from each brand, the researcher used screening question
before distributing questionnaire as “Have you ever consumer fast food?” If the
respondents choose yes, the researcher will hand out a specific brand questionnaire to
the respondents and wait until the respondents finish the questionnaire to collect it.
The process will be repeating till target amount has been fulfilled.
when the dependent variable is insignificant with equal or more than two levels.
Since the SPSS output of the analysis is a little different to the logistic regression
Multinomial regression is used to explain and describe data and the relationship
nominal variable. In this study, the author assumed that dependent variable is
“Purchasing decision towards top three fast food brands KFC, Pizza Hut and Lotteria
in Vietnam”, and some independent variables are marketing mix (7Ps), brand equity,
level scale. Logistic regression leaps the gap by supposing that the dependent variable
is a stochastic event. The dependent variable defines the outcome of this stochastic
1). The author then contend one event happens if the probability is less than 0.05 and
There are two kinds of tests for individual independent variables: Likelihood
independent variable. The second type is the Wald test evaluates whether or not the
The data analysis process for this research is analyzed by SPSS statistic
gender, profession, do you always choose the brand that you like and current
marital status.
40
CHAPTER 4
In this chapter, it shows the results from the data analyses that are presented.
The analysis part will be conducted by using the framework of references from the
Four hundred surveys were initially sent to people inside HCMC, Vietnam
such as KFC, Pizza Hut, Lotteria stores, or shopping malls, centers. With 400
returned, the response rate was 100%. It is divided into 3 parts which are following,
For the first part – general information and demographics, the respondents
were asked about personal data such as the favorite fast food brand, age, gender,
Table 1: Frequency and Percentage of General Information; the most favorite fast
food brand
According to the information displayed in Table 3 shows that the most favorite
fast food brand is KFC which contain 167 respondents (41.8%) while 125 respondents
Table 2: Cross tabulation of General Information; Always choose the favorite brand
Count
choose Total
Yes No
From Table 4, most of respondents choose KFC brand always chooses the
brand they like which equal to 119 respondents, and 48 respondents don’t always
43
choose the brand they like. 91 respondents choose Pizza Hut brand always chooses
the brand they like and 17 respondents don’t always choose the brand they like. For
respondents choose Lotteria brand, most of the respondents always choose the brand
they like which equal to 96 respondents, and 29 respondents don’t always choose the
Count
Gender
Total
Male Female
KFC 95 72 167
The most favorite fast food
Pizza Hut 36 72 108
brand
Lotteria 53 72 125
gender of respondents chooses the KFC brand are male, which equal to 95
respondents and female 72 respondents. For respondents choose the Pizza Hut brand,
For respondents choose the Lotteria brand, the majority gender is female which equal
Age
Lotteria 6 95 16 8 125
From Table 6 the majority age of respondents chooses the KFC brand are 15-
25 years old, which equal to 124 respondents, 26-35 years old 24 respondents, below
15 years old 14 respondents and more than 35 years old 5 respondents. For
respondents choose the Pizza Hut brand, the majority age is 15-25 years old which
respondents and more than 35 years old 3 respondents respectively. For respondents
choose the Lotteria brand, the majority age is 15-25 years old which equal to 95
respondents, 26-35 years old 16 respondents, below 15 years old 6 respondents and
Profession
Total
Working Student Other
KFC 63 95 9 167
The most favorite fast
Pizza Hut 57 49 2 108
food brand
Lotteria 60 60 5 125
From Table 7 the majority profession of respondents chooses the KFC brand
other 9 respondents. For respondents choose the Pizza Hut brand, the majority
respondents and other 2 respondents. For respondents choose the Lotteria brand 60
Single Married
marital status of respondents chooses the KFC brand are single, which equal to 144
respondents and married 23 respondents. For respondents choose the Pizza Hut brand,
the majority marital status is single which equal to 91 respondents and married 17
respondents. For respondents choose the Lotteria brand, the majority marital status is
Generally, the most favorite fast-food brand is KFC and respondents always
choose the brand they like. Respondents are both male and female, however audience
targeting mainly are student, ages 15-25 years, and single, active, able to access
information easily.
Criteria
of Reduced Model
(Q8.6) Physical
442.695 65.268 12 .000
Environment
47
Criteria
of Reduced Model
model and a reduced model. The reduced model is formed by omitting an effect
from the final model. The null hypothesis is that all parameters of that effect are 0.
Based on Multinomial Logistic Regression, the author can pretty much reject
almost all hypotheses with more than 95% confidence (p-value < .05) except Price
variable that seems insignificantly influence brand choices. In conclusion, the author
can reject all null hypotheses (except H2o: beta_Price = 0 vs. H2a: beta_Price is not
equal zero), and accept alternative hypotheses that product, place, promotion, process,
brand choice decision for QSR in Vietnam focusing on KFC, Pizza Hut and Lotteria.
QSR in Vietnam focusing on KFC, Pizza Hut and Lotteria (0.000 < 0.05).
48
H2o: Price does not significantly influences consumer’s brand choice decision
for QSR in Vietnam focusing on KFC, Pizza Hut and Lotteria (0.137 > 0.05).
H3a: Place significantly influences consumer’s brand choice decision for QSR
in Vietnam focusing on KFC, Pizza Hut and Lotteria (0.000 < 0.05).
QSR in Vietnam focusing on KFC, Pizza Hut and Lotteria (0.000 < 0.05).
QSR in Vietnam focusing on KFC, Pizza Hut and Lotteria (0.000 < 0.05).
decision for QSR in Vietnam focusing on KFC, Pizza Hut and Lotteria (0.000 < 0.05).
QSR in Vietnam focusing on KFC, Pizza Hut and Lotteria (0.000 < 0.05).
for QSR in Vietnam focusing on KFC, Pizza Hut and Lotteria (0.000 < 0.05).
Table 9: Finding of hypotheses testing for Product in Marketing mix (7Ps) (KFC)
The most favorite fast food branda B Std. Error Wald Df Sig.
KFC
[Q9.2=4] Product diversity .490 .429 1.306 1 .253
49
(7Ps) (KFC)
[Q9.3=4]
Packaging and
-.995 .458 4.716 1 .030
attractive product
KFC presentation
[Q9.5=4] Product
1.205 .447 7.263 1 .007
information
consumer’s brand choice decision for QSR in HCMC, Vietnam (0.03 < 0.05).
and product information matters in choosing KFC brand over Lotteria brand.
Table 11: Finding of hypotheses testing for Product in Marketing mix (7Ps) (Pizza
Hut)
Std.
The most favorite fast food branda B Wald Df Sig.
Error
product presentation
consumer’s brand choice decision for QSR in HCMC, Vietnam (0.02 < 0.05).
For product, only the packaging and attractive product presentation matter in
Table 12: Finding of hypotheses testing for Price in Marketing mix (7Ps) (KFC)
The most favorite fast food branda B Std. Error Wald df Sig.
KFC
[Q9.7=4] Variety of Price -.939 .415 5.108 1 .024
H2.3o: Lower Price does not significantly influence consumer’s brand choice
Therefore, the reasonable price and variety of price matters in choosing KFC
Table 13: Finding of hypotheses testing for Price in Marketing mix (7Ps) (Pizza Hut)
The most favorite fast food branda B Std. Error Wald df Sig.
H2.3o: Lower Price does not significantly influence consumer’s brand choice
For Price, only reasonable price matter in choosing Pizza Hut brand over
Lotteria brand.
Table 14: Finding of hypotheses testing for Place in Marketing mix (7Ps) (KFC)
The most favorite fast food branda B Std. Error Wald df Sig.
KFC [Q9.10=4] Convenience to go, easy to find -.903 .405 4.968 1 .026
brand choice decision for QSR in HCMC, Vietnam (0.026 < 0.05).
Therefore, for the Place: number of outlets, convenience to go and easy to find
Table 15: Finding of hypotheses testing for Place in Marketing mix (7Ps) (Pizza Hut)
Std.
a
The most favorite fast food brand B Wald df Sig.
Error
consumer’s brand choice decision for QSR in HCMC, Vietnam (0.694 > 0.05).
54
For Place, only size of restaurant matter in choosing Pizza Hut brand over
Lotteria brand.
Table 16: Finding of hypotheses testing for Promotion in Marketing mix (7Ps) (KFC)
The most favorite fast food branda B Std. Error Wald df Sig.
Therefore, for Promotion, the regular gifts and delivery matters in choosing
Table 17: Finding of hypotheses testing for Promotion in Marketing mix (7Ps)
(Pizza Hut)
The most favorite fast food branda B Std. Error Wald df Sig.
So for Promotion, the regular gifts and delivery matters in choosing Pizza Hut
Table 18: Finding of hypotheses testing for Process in Marketing mix (7Ps) (KFC)
The most favorite fast food branda B Std. Error Wald Df Sig.
brand choice decision for QSR in HCMC, Vietnam (0.032 < 0.05).
H5.2o: Serve quickly does not significantly influence consumer’s brand choice
H5.3o: Saving time does not significantly influence consumer’s brand choice
Table 19: Finding of hypotheses testing for Process in Marketing mix (7Ps) (Pizza
Hut)
Std.
a
The most favorite fast food brand B Wald df Sig.
Error
brand choice decision for QSR in HCMC, Vietnam (0.000 < 0.05).
57
H5.2o: Serve quickly does not significantly influence consumer’s brand choice
So for Process, the modern processing technology and saving time matters in
Table 20: Finding of hypotheses testing for Physical Environment in Marketing mix
(7Ps) (KFC)
The most favorite fast food branda B Std. Error Wald df Sig.
H6.3o: Modern full service facility does not significantly influence consumer’s
brand choice decision for QSR in HCMC, Vietnam (0.583 > 0.05).
Table 21: Finding of hypotheses testing for Physical Environmental in Marketing mix
The most favorite fast food branda B Std. Error Wald df Sig.
H6.3o: Modern full service facility does not significantly influence consumer’s
brand choice decision for QSR in HCMC, Vietnam (0.129 > 0.05).
Table 22: Finding of hypotheses testing for People in Marketing mix (7Ps) (KFC)
The most favorite fast food branda B Std. Error Wald df Sig.
choice decision for QSR in HCMC, Vietnam (0.002 < 0.05) and (0.026 < 0.05).
Therefore, for People, the keener and enthusiastic staff, skill and credibility
Table 23: Finding of hypotheses testing for People in Marketing mix (7Ps) (Pizza
Hut)
Std.
a
The most favorite fast food brand B Wald df Sig.
Error
consumer’s brand choice decision for QSR in HCMC, Vietnam (0.225 > 0.05)
60
So for People, only skill and credibility of staff matter in choosing Pizza Hut
The most favorite fast food brand B Std. Error Wald df Sig.
decision for QSR in Vietnam focusing on KFC brand (0.026 < 0.05).
decision for QSR in Vietnam focusing on KFC brand (0.002 < 0.05).
H8.3o: Brand loyalty does not significantly influence consumer’s brand choice
decision for QSR in Vietnam focusing on KFC brand (0.116 > 0.05).
61
decision for QSR in Vietnam focusing on KFC brand (0.000 < 0.05).
Therefore, the brand awareness, brand reputation and brand quality matters in
Table 25: Finding of hypotheses testing for Brand Equity (Pizza Hut)
The most favorite fast food brand B Std. Error Wald df Sig.
decision for QSR in Vietnam focusing on Pizza Hut brand (0.022 < 0.05).
decision for QSR in Vietnam focusing on Pizza Hut brand (0.003 < 0.05).
H8.3o: Brand loyalty does not significantly influence consumer’s brand choice
decision for QSR in Vietnam focusing on Pizza Hut brand (0.375 > 0.05)
H8.4o: Brand quality does not significantly influence consumer’s brand choice
decision for QSR in Vietnam focusing on Pizza Hut brand (0.145 > 0.05).
62
Therefore, the brand awareness and brand reputation matters in choosing the Pizza
Table 26: Cross tabulation of Consumer behavior; Eat at home (or) outside
KFC 70 97 167
Lotteria 48 77 125
home and 97 respondents eat out side choose KFC brand. While 45 respondents eat at
home and 63 respondents eat outside choose Pizza Hut. And respondents choose
Table 27: Cross tabulation of Consumer behavior; Eat fast food with
Lotteria 30 79 16 125
From Table 27 we can see that, 45 respondents choose eat fast food with
family, 108 respondents eat with friends, and 14 respondents eat alone choose KFC
brand. While in total number 125 respondents choose Lotteria brand, 30 respondents
eat with family, 79 respondents eat with friends and 16 respondents eat alone. And for
choosing Pizza Hut brand, 41 respondents eat with family, 62 respondents eat with
Table 28: Cross tabulation of Consumer behavior; Spend for fast food each time
favorite Pizza
4 14 69 21 108
fast food Hut
According to this detail analysis Table 28, respondents choose KFC brand
spends for fast food each time over 1,000,000 VND is 12 respondents, from
Respondents choose Pizza Hut brand spends for fast food each time over
respondents.
Respondents choose Lotteria brand spends for fast food each time over
respondents.
Table 29: Cross tabulation of Consumer behavior; Frequency of purchasing fast food
KFC 78 28 18 43 167
Lotteria 83 7 7 28 125
brand are once a week which equal to 78 respondents, twice a week 43 respondents,
Hut brand are once a week which equal to 69 respondents, twice a week 24
65
respectively.
Lotteria brand are once a week which equal to 83 respondents, twice a week 28
respondents, over 3 times a week and 3 times a week are 7 respondents respectively.
Suitable meal
Total
Breakfast Lunch Dinner
Lotteria 3 35 87 125
From this Table 30, the majority suitable meal of respondents choose KFC
brand are dinner which equal to 118 respondents, have lunch 36 respondents, and
breakfast 13 respondents respectively. For respondents choose Pizza Hut brand, the
Lotteria brand, the majority suitable meal is dinner which equal to 87 respondents,
Favorite taste
Total
Salt Sour Sweet Spicy
KFC 43 13 26 85 167
Lotteria 53 4 22 46 125
From this Table 31, the majority favorite taste of respondents choose KFC
respondents and sour 13 respondents respectively. For respondents choose Pizza Hut
brand, the majority favorite taste is salt which equal to 43 respondents, sweet 30
respondents choose Lotteria brand, the majority favorite taste is salt which equal to 53
Table 32: Cross tabulation of Consumer behavior; Fast food fit well with lifestyle
Yes No
From Table 32, most of respondents choose KFC think that fast food
restaurant fit well with their lifestyle which equal to 104 respondents, and 63
respondents don’t think fast food restaurant fit well with their lifestyle. 58
respondents choose Pizza Hut brand thinks that fast food restaurant fit well with their
lifestyle and 50 respondents don’t think that fast food restaurant fit well with their
lifestyle. For respondents choose Lotteria brand, most of respondents think that fast
food restaurant fit well with their lifestyle which equal to 80 respondents, and 45
respondents don’t think that fast food restaurant fit well with their lifestyle.
Yes No
Most of respondents choose KFC brand think that personal desire has an effect
on their purchasing decision which equal to 149 respondents and 18 respondents don’t
think that personal desire has an effect on their purchasing decision. For respondents
choose Pizza Hut brand, 94 respondents think that personal desire has an effect on
68
their purchasing decision and 14 respondents don’t think that personal desire has an
effect on their purchasing decision. For respondents choose Lotteria brand, most of
respondents think that personal desire has an effect on their purchasing decision
which equal to 114 respondents and 11 respondents don’t think that personal desire
Generally, from those results we analyzed above show that most of consumers
choose fast food in Vietnam often eat outside with friends than eat at home. They like
spicy taste and the suitable meal is dinner. Frequency of purchasing fast food is once a
week and spend below 500,000VND (below 25$) for fast food each time. Most of
respondents think that fast food restaurant fit well with their lifestyle and personal
CHAPTER 5
this scholar, discussion and recommends some opinions for future related research.
The study of factors that influence consumer purchasing decisions towards top
three fast food brands including KFC, Pizza Hut and Lotteria in HoChiMinh City,
Vietnam and then create the marketing strategies. This study has two objective of
study as:
- Identify the factors that influence consumer purchasing decisions towards top
three fast food brands in Vietnam (KFC, Pizza Hut and Lotteria).
of fast food in Vietnam that the author mentioned in previous chapters, the hypotheses
of restaurant) # 0.
time) # 0.
and Credibility) # 0.
H8a (Brand Equity): at least one of beta_H8.1a (Brand Awareness), at least one
shopping complex, supermarket, store in HCMC where have KFC, Pizza Hut and
Lotteria brands. And the sample size is 400 respondents being consuming fast food
living in HCMC, Vietnam. The hypotheses are analyzed through cross tabulation,
The most favorite fast-food brand is KFC with the number 167 out of 400
respondents (or 41.8%) followed by Lotteria range by the number of 125 out of 400
respondents (or 31.3%) and Pizza Hut with the number of 108 out of 400 respondents
(or 27.0%) and almost respondents always choose use the brand they like.
The majority respondents choose KFC brand are male with the number of 95
out of 167 respondents (or 46%), are in range 15-25 years old (124 out of 167
respondents), are student (95 out of 167 respondents) and are single (144 out of 167
respondents) respectively. Most of respondents choose KFC brand often go out to eat
72
(58%) with friends and spend for fast food each time below 500,00VND (57.4%).
Usually, they consume fast food once a week (46.7%) for dinner (70.6%) and their
favorite taste is spicy (50.9%). The majority respondents think that fast food
restaurant fit well with their lifestyle (62.2%) and they also think that personal desire
For the respondents choose Pizza Hut, most of respondents are female with the
number of 72 out of 108 respondents, are in range 15-25 years old (65 out of 108
respondents), are working (57 out of 108 respondents) and are single (91 out of 108
respondents) respectively. Most of respondents choose Pizza Hut brand often go out
to eat (58.3%) with friends and spend for fast food each time below 500,00VND
(63.8%). Usually, they consume fast food once a week (63.8%) for dinner (65.7%)
and their favorite taste is salt (39.8%). The majority respondents think that fast food
restaurant fit well with their lifestyle (53.7%) and they also think that personal desire
And the majority respondents choose Lotteria brand are female with the
number of 72 out of 125 respondents, are in range 15-25 years old (95 out of 125
respondents), are student and working with same number is 60 out of 125
respondents) and are single (100 out of 125 respondents) respectively. Most of
respondents choose Lotteria brand often go out to eat (61.6%) with friends and spend
for fast food each time below 500,00VND (57.6%). Usually, they consume fast food
once a week (66.4%) for dinner (69.6%) and their favorite taste is salt (42.4%). The
majority respondents think that fast food restaurant fit well with their lifestyle (64%)
and they also think that personal desire has an effect on their purchasing fast food
brands (91.2%).
73
In the analysis of multinomial logistic regression, the result of KFC and Pizza
Hut and compare with Lotteria in the standard level of (0.05) are significant and that
and brand equity, the output highlights the main reasons to choosing consume fast
food are driven by both KFC and Pizza Hut playing in the mainstream segment.
and attractive product (agree) (0.030 <0.05), product quality (agree) (0.000 < 0.05)
and product information (agree) (0.007 <0.05) are significantly influences consumer
purchase decision for KFC brand than Lotteria brand. And for Pizza Hut brand, only
consumer purchase decision for Pizza Hut brand than Lotteria brand.
price (agree) (0.018 <0.05) and variety of price (agree) (0.024 < 0.05) are
significantly influences consumer purchase decision for KFC brand than Lotteria
brand. While Pizza Hut brand, only reasonable price (agree) (0.024 < 0.05) is
significantly influences consumer purchase decision for Pizza Hut brand than Lotteria
brand.
outlets (agree) (0.022 < 0.05) and convenience to go, easy to find (agree) (0.026 <
0.05) are significantly influences consumer purchase decision for KFC brand than
Lotteria brand. While Pizza Hut brand, only size of restaurant (agree) (0.023 < 0.05)
is significantly influences consumer purchase decision for Pizza Hut brand than
Lotteria brand.
74
(total agree) (0.017 < 0.05) and delivery (agree) (0.027 < 0.05) are significantly
influences consumer purchase decision for KFC brand than Lotteria brand, same as
KFC, with regular gifts (total agree) (0.046 < 0.05) and delivery (agree) (0.000 <
0.05) are significantly influences consumer purchase decision for Pizza Hut brand
consumer purchase decision for KFC brand than Lotteria brand. While Pizza Hut,
both of modern processing technology (agree) (0.000 < 0.05) and saving time (0.007
< 0.05) are significantly influences consumer purchase decision for Pizza Hut brand
only design, decoration (agree) (0.041 < 0.05) is significantly influences consumer
purchase decision for KFC brand than Lotteria brand. While the Pizza Hut brand,
enthusiastic (agree) (0.002 < 0.05) and (total agree) (0.026 < 0.05) and skill,
credibility of staff (agree) (0.003 < 0.05) are significantly influences consumer
purchase decision for KFC brand than Lotteria brand. While for Pizza Hut brand, only
skill and credibility of staff (agree) (0.004 < 0.05) is significantly influences
consumer purchase decision for Pizza Hut brand than Lotteria brand.
75
awareness (agree) (0.026 < 0.05), brand reputation (agree) (0.002 < 0.05), brand
quality (agree) (0.000 < 0.05) are significantly influences consumer purchase decision
for KFC brand than Lotteria brand. While Pizza Hut, only brand awareness (agree)
(0.022 < 0.05) and brand reputation (agree) (0.003 < 0.05) are significantly influences
consumer purchase decision for Pizza Hut brand than Lotteria brand.
Overall, the research results achieved its objectives is to identify the factors
that influence consumer purchasing decisions toward top three fast food brands
including KFC, Pizza Hut and Lotteria in Vietnam. Because of time limited, this study
is only focus on specific sample group that is Vietnamese consumers who live in
Hochiminh city. The finding and result might not cover total population of
larger and include diversified of consumers who live in different cities such as Ha Noi
city (the capital of Vietnam) or DaNang city, Haiphong... The result will lead to more
BIBLIOGRAPHY
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Ajzen, I., & Fishbein, M. (1975). Belief, Attitude, Intention and Behavior: An
Brucks, M., & Zeithaml, V. A. (1991). Price and brand name as indicators of quality
Erdem, T., & Keane, M. P. (1996). Decision making under uncertainty: Capturing
http://www.choicetheory.com/ct.htm.
Kotler, P. & Keller, K. (2011). Marketing Management (14th ed.). London: Pearson
Education.
The William Glasser Institute Ireland. (n.d.). Welcome to choice theory psychology.
Solomon, M. (1995). Consumer Behaviour (3rd ed.). New Jersey: Prentice Hall.
Van Zyl, M.K. (2010). Characteristics and factor influencing fast food intake of
Frank, B. (2012). The formation of consumer attitudes and intentions towards fast
260-282.
APPENDIX
79
QUESTIONNAIRES ( ENGLISH )
Yes No
Q2. What is your most favorite fast food brand? (Choose only one)
Q3. Do you always choose the brand that you always like?
Yes No
Q4. Gender.
Male Female
Q5. Age
Working Student
Others
Single Married
Q8. Ranking the below factors influence your brand purchasing decision in Q2.
Opinion Level
Product
Price
Place
Promotion
Process
Physical
Environment
People
Brand name
Q9. Please indicate how much do you think the following factors affect your
Strongly Strongly
Opinions Disagree Moderate Agree
Disagree Agree
Product
Taste delicious
Product diversity
Packaging and
attractive product
presentation
Quality
Product information
Price
Reasonable Price
Variety of Price
Lower Price
Place
Number of outlets
Convenience to go,
easy to find
Size of restaurant
Promotion
Regular gifts
Discount promotion
Delivery
Continued
82
Q9 (Continued). Please indicate how much do you think the following factors
Strongly Strongly
Opinions Disagree Moderate Agree
Disagree Agree
Process
Modern processing
technology
Serve quickly
Saving time
Physical environment
Cleanliness
Design, decoration
facility
People
staff
Friendly employees
Q10. Please indicate how much do you think the following factors affect your
Strongly Strongly
Opinions Disagree Moderate Agree
Disagree Agree
Brand Awareness
Brand Reputation
Brand Loyalty
Brand Quality
Q11. Do you usually cook at home for daily meals or eat outside?
Q13. How much do you spend for fast food each time?
Q15. What is your meal that you prefer to consume fast food?
Breakfast Lunch
Dinner
Salt Sour
Sweet Spicy
Q17. Do you think that fast food restaurant fit well with your lifestyle?
Yes No
Q18. Do you think that personal desire has an effect on your purchasing fast food
brands?
Yes No
85
BIODATA
Email: naicina@gmail.com
Work Experience: -