As a conclusion, I would like to summarize all the work together and give some recommendation. Firstly, customers love the the taste and nutritious of the sandwich from Subway. It is the main reason that customers keep coming and eat their sandwiches. The franchise company has done a good job in keeping this healthy image didn't goes anywhere but customers' mind. Subway has doing it promotion of Sub-of-the-Day right because many customers love it and attracted to it. Customers generally have great perspective toward Subway and satisfy with it.
Last but not least, I would like tell on what I learned during this research since this is the end of the blog. I can see that the Healthy image really keeping Subway on their track but to put it into the student market to compete other fast-food restaurant such as McDonald and KFC, Subway need to lower down their price and increase size of meal because some of the respondents found it pricey and doesn't satisfying their hunger. Subway can introduce a student price promotion to attract more student customers and offer the some 7-inch or 8-inch new promotion to customer to fill their craving of the food.
Tuesday, July 23, 2013
Data Analysis
I analyse the data from my collected survey and convert them into chart for better interpreting. These data are from my 10 sets of survey done.
Demographic
The target of my survey is students because the KL Festival City is located near Genting Klang which mostly accommodated by students for TARUC and UTAR.
The data shows that Subway are favourable by both male and female students.
Question 1.
Question 2.
Respondent 1: Healthy
Respondent 2: Expensive
Respondent 3: Healthy, fast and delicious food
Respondent 4: Healthy
Respondent 5: Huge sandwich, healthy, very full after ate
Respondent 6: Healthy Sandwiches
Respondent 7: Healthy
Respondent 8: Healthy
Respondent 9: Healthy Fast food
Respondent 10: Expensive
The answer shows that 8 of my respondents have the impression of Healthy towards Subway, 2 think it is Expensive. This means that Subway has already planted a Healthy image on most people mind.
Question 3.
This data shows that there are an average between 2-3 people goes to Subway weekly, monthly, biannually and annually. As the location of this Subway is in a shopping mall, there more competitor around it and student usually prefer to eat at nearby restaurants from there hostel. So, there are hardly to find those will go Subway to eat for everyday.
Question 4.
This data shows that 6 of my respondents feel that the price for the meal in Subway is reasonable. 3 feel that the price is costly and 1 feels that is very costly. This is because students tend to have no income and need to be save for other purpose, they will feel that the price tend to be higher compare to other foods. Subway should introduce more promotion such as student price or free stuff to attract more student customers.
Question 5.
This data shows that what do they think about worthiness of the meal they paid for. 60% think that it worth the price and 40% people think that is not worth it. This data just proved Question 3 as 6 out of 10 people think the price is reasonable and 4 think it is overpriced.
Question 6.
This data shows that 60% of the respondents think that Subway offer a variety of choice to them and 40% think that it isn't. Subway need to come out with more choice to meal to impress the customer so that they can get more choice.
Question 7.
This data shows that 7 out of 10 respondents feel that the quality of food from Subway is good and 3 think that is normal. Subway did a good job in maintaining their quality of food.
Question 8.
This data shows that all of my respondents feel the taste of Subway is good. Subway has done a good job on this and have to keep this going on.
Question 9.
This data shows that 3 of the respondents feel the nutritious of the food is great, 4 feel it is good and 3 feel it is normal. Subway built a very good healthy image on their brand name and have very good positive impression to customers.
Question 10.
This data shows that the service provided by Subway is averagely good. Subway provided fast pace ordering and have good ordering section but have to improve more on the staff management.
Question 11.
This data shows that the serving size of the meal in Subway is averagely small to make a person full.
Subway have to come out with an idea to satisfy the craving of its customer.
Question 12.
This data shows that the ranking of the factors affecting the customer to dine in Subway. The first place is Taste following by Size and Nutrition. Price and Service come at the end with the same rank. Subway have good way to manage their taste of meal based on my survey done but have to improve more on the size because it's the second factor that will influence customer to dine in there.
Interview Response
Respondent Male 1:
He get to know Subway because his Friend once brought him here. His first impression of Subway is Healthy because he can add many vegetable into the sandwich.
He basically come and dine in the Subway once in a month because he seldom go to shopping complex for lunch or dinner.
He thinks that the prices of food are quite Reasonable compare to others outlet in the mall and feel Worthy to for their meal.
He agree that Subway offer a wide variety of choice because he think that there are many of choice until he can't decide which meal to eat.
He feel Good for the food quality and taste that they served since his first visiting because he can taste that the vegetable is still fresh when they served.
He highly compliment on the Great nutritious of the sandwich and claim that he never ate anything fresher and nutritious than this.
He feel not good towards the service provided by Subway because sometime the service is slow and the staff are in bad manner toward the customer but only sometime.
He feels that the serving size is just right for him to fill his stomach and and if sometime he feel very hungry he can just order the full 12-inch footlong sandwich to fill his craving.
He said that the most influence factor for him to come Subway is the Nutrition than to the Taste following with the Price and Size respectively and lastly the Service.
Respondent Male 2:
He get to know Subway because Advertisement he saw in the newspaper. His first impression of Subway is Healthy because the sandwich full of vegetables.
He visiting Subway twice a week because he personally like the healthy concept of Subway.
He thinks that the prices of food are a little bit costly compare with the sandwich he bought in other place but still feel Worthy because this sandwich are more tasty and customisable.
He agree that Subway offer a wide variety of choice in their menu and satisfy with the Sub-of-the-Day promotion.
He feel Good for the food quality and taste that they served.
He feel that the nutritious is high because the sandwich only include bread, vegetables and some ham or meat.
He feel good towards the service provided by Subway because the ordering is simple and fast.
He feels that the serving size is quite small because he quite a lot.
He said that the most influence factor for him to come Subway is the Taste than to the Price following with the Size and Nutrition respectively and lastly the Service.
Respondent Female 1:
Se get to know Subway because her friend introduced to her. Her first impression of Subway is Healthy because she feel the vegetables and baked bread is healthy.
She visiting Subway every 2 month because her friend bring her.
She thinks that the prices of food are a little bit costly compare because it only a sandwich and feel not worth for the price.
She agree that Subway offer a wide variety of choice because she can eat different sandwiches on different days on the week.
She feel Good for the food quality and taste that they served especially Sub-of-the-day of Monday which is the Italian B.M.T.
She feel that the nutritious is high because the vegetable is fresh and contain high nutrient in it.
She feel normal towards the service provided by Subway.
She feels that the serving size is normal.
She said that the most influence factor for him to come Subway is the Price than to the Taste following with the Nutrition and Size respectively and lastly the Service.
He get to know Subway because his Friend once brought him here. His first impression of Subway is Healthy because he can add many vegetable into the sandwich.
He basically come and dine in the Subway once in a month because he seldom go to shopping complex for lunch or dinner.
He thinks that the prices of food are quite Reasonable compare to others outlet in the mall and feel Worthy to for their meal.
He agree that Subway offer a wide variety of choice because he think that there are many of choice until he can't decide which meal to eat.
He feel Good for the food quality and taste that they served since his first visiting because he can taste that the vegetable is still fresh when they served.
He highly compliment on the Great nutritious of the sandwich and claim that he never ate anything fresher and nutritious than this.
He feel not good towards the service provided by Subway because sometime the service is slow and the staff are in bad manner toward the customer but only sometime.
He feels that the serving size is just right for him to fill his stomach and and if sometime he feel very hungry he can just order the full 12-inch footlong sandwich to fill his craving.
He said that the most influence factor for him to come Subway is the Nutrition than to the Taste following with the Price and Size respectively and lastly the Service.
Respondent Male 2:
He get to know Subway because Advertisement he saw in the newspaper. His first impression of Subway is Healthy because the sandwich full of vegetables.
He visiting Subway twice a week because he personally like the healthy concept of Subway.
He thinks that the prices of food are a little bit costly compare with the sandwich he bought in other place but still feel Worthy because this sandwich are more tasty and customisable.
He agree that Subway offer a wide variety of choice in their menu and satisfy with the Sub-of-the-Day promotion.
He feel Good for the food quality and taste that they served.
He feel that the nutritious is high because the sandwich only include bread, vegetables and some ham or meat.
He feel good towards the service provided by Subway because the ordering is simple and fast.
He feels that the serving size is quite small because he quite a lot.
He said that the most influence factor for him to come Subway is the Taste than to the Price following with the Size and Nutrition respectively and lastly the Service.
Respondent Female 1:
Se get to know Subway because her friend introduced to her. Her first impression of Subway is Healthy because she feel the vegetables and baked bread is healthy.
She visiting Subway every 2 month because her friend bring her.
She thinks that the prices of food are a little bit costly compare because it only a sandwich and feel not worth for the price.
She agree that Subway offer a wide variety of choice because she can eat different sandwiches on different days on the week.
She feel Good for the food quality and taste that they served especially Sub-of-the-day of Monday which is the Italian B.M.T.
She feel that the nutritious is high because the vegetable is fresh and contain high nutrient in it.
She feel normal towards the service provided by Subway.
She feels that the serving size is normal.
She said that the most influence factor for him to come Subway is the Price than to the Taste following with the Nutrition and Size respectively and lastly the Service.
Quantitative Method (Questionnaire)
I used quantitative method to help me my data collection. I given 10 set of questionnaires to 10 different respondents to do the it.
Dear respondent,
I’m from ABDM 4064 Business
Research (BR) TARUC Advanced Diploma in Business Economics. The purpose of this survey is to find out the
customer satisfaction towards Subway in KL Festival City.
Therefore, to be able to conduct this survey I need some feedback from you, the
valued respondent. I would be very grateful if you spent a moment to answer the
questionnaire. Thank you.
Age: below 18 / 18-25 / 26-30 / 31-35 / above 35
Gender: M / F
Occupation: Student / Employed / Unemployed
1. How did you get to know about Subway?
a)
Friend
b)
Family
c)
Internet
d)
Advertisement
e)
Chance upon
f)
Other (please specify)
2. What is your first impression of Subway?
3. How frequent do you eat at Subway?
a) everyday
b) weekly
c) monthly
d) biannually
e) annually
f) Other (please specify)
4. What do you think of Subway’s price range for a meal?
a) Very Costly
b) Costly
c) Reasonable
d) Cheap
e) Very Cheap
5. Is the meal worth the amount that you paid for?
a) Yes
b) No
b) No
6. Do you think Subway offers a wide variety of menu/choice?
a) Yes
b) No
b) No
7. What do you think of the quality of food at Subway?
a) Bad
b) Not Good
c) Normal
d) Good
e) Great
e) Great
8. What do you think of the taste of sandwich at Subway?
a) Bad
b) Not Good
c) Normal
d) Good
e) Great
9. What do you think of the nutritious of sandwich at Subway?
a) Bad
b) Not Good
c) Normal
d) Good
e) Great
e) Great
10.
What do you think of the service provided at Subway?
a)
Bad
b)
Not Good
c) Normal
d)
Good
e) Great
11. What do you think of the serving size?
a)
I Can’t Finish It!
b)
Large
c)
Medium
d)
Small
e)
I Feel Nothing At All!
(Rank from 1 to 5, 1 being lowest influence and 5 being highest influence)
Price:______
Taste:______
Nutrition:_____
Size:_____
Service:_____
Research Method
The research methods that I used in conducting this research are both interview (qualitative research) and questionnaire survey (quantitative research) with Subway KL Festival City customers.
The interview is conducted by face-to-face with the interviewee. The reason to use this is because interview can get more details and interview with people of the similar age will be more casual.
For the Sampling or Method:
Population: Subway student consumers in Malaysia.
Sampling Frame: subway consumer in KL area
Sampling Unit: Subway in KL Festival City -Primary
Student customers visiting on Friday -Secondary
During the lunch time (1.00 - 2.00 pm) -Tertiary
The sampling technique I used is quota sampling which falls under the category of non-probability sampling. Quota sampling is to set a target number of completed interviews with specified subgroups of the population of interest. The reason why I choose this method is it time-saving, low cost and easy to execute.
The interview is conducted by face-to-face with the interviewee. The reason to use this is because interview can get more details and interview with people of the similar age will be more casual.
For the Sampling or Method:
Population: Subway student consumers in Malaysia.
Sampling Frame: subway consumer in KL area
Sampling Unit: Subway in KL Festival City -Primary
Student customers visiting on Friday -Secondary
During the lunch time (1.00 - 2.00 pm) -Tertiary
The sampling technique I used is quota sampling which falls under the category of non-probability sampling. Quota sampling is to set a target number of completed interviews with specified subgroups of the population of interest. The reason why I choose this method is it time-saving, low cost and easy to execute.
I had interviewed 3 student customers in Subway in KL Festival City on 19 July 2013. All of the interviewee are Chinese and of course all are students due to my sampling unit stated. The interview session carried on at the Subway store.
Problem Statement
The Research Question
-What is the customer impression of Subway?
-Do the customers of Subway satisfy with them?
The Research Objective
- To identify the customer's perspective towards Subway.
- To find out the potential factors that lead to the popularity of Subway.
History of Subway
Subway is a famous fast-food restaurant franchise that came from
America founded in 1965. Subway is one of the fastest growing franchises with
approximately 40,000 restaurants in the world and spreading across 102
countries.
In 2007, Malaysia has
its first Subway franchise established and started to expand more of them
across the nation.
In 2012, Subway added 365 outlets throughout Asia, making it the world's
biggest contributor in terms of growth. Subway
in Asia region now has US$500mil worth of business, with 1,600 franchises operating
in the region. It’s enjoying a 29% revenue growth every year.
In 2013, there are 123 Subway franchises in Malaysia that are mainly concentrated in the Klang Valley, Penang and Johor. Subway expects to have a total of 150 outlets nationwide in the end of the year.
Introduction
I'm Desmond Wong Yung Hou 12WBA11667 from Advanced Diploma in Business Economic from Tunku Abdul Rahman University College. For this individual research of ABDM 4064 Business Research, i have chosen Subway for my analysis target.
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