THE MARKET RESEARCH POPEYES CHICKEN RESEARCH RESREACH METHODOLOGY AND DATA COLLECTED

Foreign Trade University THE MARKET RESEARCH POPEYES CHICKEN RESEARCH Teacher: Mr Curious Charbel Ho Chi Minh, Wednesday 21 Oct, 2022 Table of Contents A INTRODUCTION About Popeyes Objectives Of Survey B RESREACH METHODOLOGY AND DATA COLLECTED Method Data Collected C DATA ANALYSIS ) ) Other analysis D RECOMMENDATION 12 Key findings 12 Marketing Campaign 12 Business Management 14 E OTHER GRAPHS 15 A INTRODUCTION About Popeyes Popeyes Louisiana Kitchen is an American chain of fried chicken fast food restaurants founded in 1972 in New Orleans, Louisiana Popeyes has more than 2,500[5] restaurants in 40 states, and 30 countries worldwide Popeyes first came to Viet Nam in Jan 2013 and has expanded to 19 locations in Ha Noi & Ho Chi Minh after years Pic1: 14 stores in HCMC Source:https://ippgroup.vn/en Objectives Of Survey Fried chicken is a very popular fast food in Vietnam The large source of customers, and the demand helps the fried chicken business market in Vietnam to be very potential Since then, attracted a lot of investors, and famous foreign fast-food brands to participates Therefore, our team chose to analyze Popeyes chicken fast-food restaurant service • Defining what customers experience and evaluating the quality of service • Summarizing all the answers and creating a campaign suitable for the customers The main goal of this campaign mainly focused on increasing awareness to drive sales in terms of Popeyes’ chicken B RESREACH METHODOLOGY AND DATA COLLECTED Method Scale of survey: The young people in HCMC Because Vietnam ranks 14th among the populous countries in the world, with more than 96 million people and a young generation dominating structure, the characteristics of the young people in Vietnam in general and HCMC Source: Vietnam - Wikipedia, https://www.gso.gov.vn/wpcontent/uploads/2022/01/Lao-dong-12.2021-EN.pdf This survey was conducted over 24 hours period from 15 September to 16 September 2022 It was conducted completely through “Google form” by utilize simple random sample and multi-stage sample The survey form was sent to a class-group chat and social media groups of young people The recipients selected answer in many ways like multiple choices, checkboxes, likert scale and multiple choices grids The information collected included both quantitative and qualitative data In our survey, we researched and collected customers’ habits of fast food specially fried chicken, a fast food very popular in Vietnam From that, several managerial recommendations have been proposed for managers of Popeyes chicken to develop appropriate marketing strategies that impact on young people Total of sample: 50 unit, almost is young people 18-24 Data Collected The sample size is 50, which is appropriate to present the population As secondary data above, we decided to divide into ages into groups 13-17, 18-24 and 25-30 Because of the age corresponding with occupation, 13-17 students who study in secondary, and high school Next,18-24, who study at college and can work part-time, so they have enough money to spend Finally, 25-30, who are still young people, and have stable jobs already But this survey was aimed at young people aged 18 to 24 for two reasons: (1) People in their 18s are equipped with certain common knowledge, and (2) young people in this age group have the highest concentration of health From 18 to 24 age account for 78% in total, following by people aged 25-30 take about 16%, and finally 13-17 about 6% Men accounted for 46% of the sample and female accounted for 52% of the sample, and other only about 4% Respondents who come to Popeyes about 1-2 times a month is 40% of the sample, respondents who come to Popeyes about 3-4 a month is 30%, about 5-6 times accounted for 12%, and respondents who come to Popeyes up to times a month is 18% of the sample (The figure 1.1) Frequency Frequency come to Popeyes Chicken 25 120% 20 100% 80% 15 60% 10 40% Frequency Cumulative Moving average 20% 0% 1-2 times 3-4 times 5-6 times up to times The figure 1.1 The standardized questionnaire is used to collect the data The questionnaire contained three sets question The first set consisted of separate questions regarding of personal information such as name, age, gender The second set of questions used to know about customers’ habit To measure the overview of Popeyes Chicken, five-point Likert scales is used for rating the service performance and quality in final set questions of the questionnaire This set of question allowed us to determine the demographics of the sample and facilities analysis of variance later The next section will analyze the data and discuss the key findings No Variable Type of elevator Name Nominal Age Interval Gender Nominal The frequency you come to Popeyes Chicken Interval Do you prefer to order combo or Alacarte? Nominal Type of order food Nominal How much money you spend for Popeyes Chicken? Interval Overview review of Popeyes Chicken: Likert Scale Staff Products Space Sanitary Marketing Campaign Evaluate return of customers Likert Scale C DATA ANALYSIS ) Initially, we want to find out that how the respondents rated the five dimensions of Popeyes Chicken Therefore, we conducted the descriptive analysis to find that how the respondents rated each dimension of Popeyes Chicken Descriptive Statistics Mean Median St Deviation Skewness Kurtosis Staff 3,76 0,87 -0,083 -0,76 Products 3,98 0,77 0,034 -1,28 Space 3,66 0,82 0,260 -0,75 Sanitary 3,72 0,86 0,182 -0,95 Promotion 3,88 0,89 -0,112 -1,082 The table 1.1 It can be realized from the table 1.1 that mean of Products is the highest (3,98) which means more respondents appreciate to the taste of the products such as sauce, fresh chicken, than other dimensions Therefore, Popeyes Chicken should give more priority to the quality of products to satisfaction customer taste The mean of spaces is the lowest (3,66), which means that Spaces seemingly not have a good appearance, maybe it not a suitable space such as too small or not have enough facility to adapt customer In the case of Staff and Sanitary, the mean is almost same (3.76, 3.72) respectively, which means that almost numbers of respondents also care about staff, and quality of sanitary Staff have a good take care of customers, or quick service but also have some drawbacks such as shortage of employees, impolite behavior Therefore, Popeyes Chicken should give the attention in training employees And Sanitary, which is hygiene and food safety, but when overloaded, staff does not have enough time to clean Finally, Promotion has the mean high after Products with 3.88, which is show that they have suitable promotion campaigns for each customer, every customer has a chance to try our products, and gratitude to familiar customers Behind that have some lack of thoughtful to take care of customers The standard deviation for Products is ~0,77 which is the lowest standard deviation, and it indicates that the data points remarkably close to mean comparing to the other factors It means that most of the answer gauge the importance of Product very closer to the mean 3,98 On the other hand, the standard deviation for Promotion is ~0.89 which is the highest standard deviation among the standard deviation of factors Moreover, it means that a majority of the respondents gauge the importance of Promotion not closer to the mean 3,88 comparing to Promotion factor Therefore, the standard deviation of Space, Sanitary, and Staff are sequentially ~0.82, 0.86, 0.87 which represent that how many of the answers are close to the mean of these factors The skewness (~0.26) of Space is greater than which represent the right skewed distribution, and many values are found on the left of the mean, which extremely high values to the right Besides Space, Sanitary and Products also have Skewness more than (0.182, 0,034) respectively, which represent the mean values is less than median and moves towards the left, and the mode occurs at the highest frequency of the distribution In the other hand, Staff and Promotion have negative skewness ( -0.083, -0.112) But if skewness is between -0.5 and 0.5, the distribution is approximately symmetric In addition, the Kurtosis of five factors is smaller than (-0.76, -1.28, -0.75, -0.95, -1.082, respectively) which represent Platykurtic distribution, flatter than a normal distribution with a wider peak The possibility for extremely high values is less than for a normal distribution, and the values are widely extended around the mean Source: https://corporatefinanceinstitute.com/resources/knowledge/other/skewness/ ) Other analysis COMBO OR ALACARTE 26% 74% combo alacarte The figure 1.2 As you can see in pie chart, Combo is the most favorite when people order in Popeyes than Alacarte Because combo always have cheaper price than price individually Looking at the picture 2, if you order “Cajun spicy chicken” included pc spicy chicken, red Cajun fries, honey butter biscuit and drink (free refill), it’s just only 79.000vnd However, if you order them for individual, it has cost 91.000vnd Pic2: Menu of POPEYS CHICKEN Source:https://menuandprice.com/popeyes-menu-prices/ The figure 1.3 Having 52% people prefer eating out at Popeyes than taking away and delivery (with 24%) The survey of 1,000 customers found that nearly two-thirds of Americans (62%) prefer dining in restaurants over takeout or delivery The findings, Vixxo researchers said, were consistent across all demographics Source: Trend Watch: Why customers still choose to dine in instead of take out (restaurant-hospitality.com) Frequency Money spending 30 500% 25 400% 20 300% 15 10 Frequency 200% Cumulative 100% Moving average 0% less than 100 100-199 200-300 more than 300 More The figure 1.4 About money spending, young people will expand the most with amount of money which is 100-199.000vnd (about 40% of the sample) Spending “less than 100, 200-300 and more than 300” accounted for approximately 20% of the sample In addition, mean of 10 revenue in HCM is about 6,328 USD in 2020 From there, young people spend a lot of money when they come to Popeyes Pic3: GDP of Vietnam through years Source: https://vneconomy.vn/vi-sao-tphcm-lo-muc-tieu-thu-nhap-dau-nguoi-9800-usd-nam.htm Frequency Evaluate Possible Return 25 120% 20 100% 80% 15 Frequency 60% 10 40% Cumulative Moving average 20% 0% More The figure 1.5 Respondents for evaluate possible return to Popeyes is about 40% of the sample Respondents for evaluate of accounted for 33% of the sample Respondents for evaluate possible return of is 15% of the sample About evaluate and of possible return accounted for about 7% and 5% of the sample respectively 11 D RECOMMENDATION Key findings Products: Fried chicken Target audiences: young people from 13-24 Location: HCMC because this survey conducted with people who stay at HCMC Competitions: Jollibee, McDonalds, Lotteria, KFC and Texas Chicken (We just focus on fried chicken brands in Vietnam) Pic4: Fast-food brands in social media SOURCE: https://ipos.vn/chien-luoc-marketing-chuoi-cua-hang-thuc-an-nhanh/ Frequency: from 1-4 times a month That means they may come to Popeyes time/week Type of order: Dine-in They prefer order Combo Average money spend: from 100.000-199.000 VND Possible returning: 80% Marketing Campaign Objectives of campaign: • Influence Consideration • Build Awareness • Improve the Revenue in September, October 12 Budget: 50 million VND according to the price at https://www.bin.vn/facebook-ads/bao-gia-quang-caofacebook Duration: From 26 September to October ( during days) Name of campaign: “Back to school” Promotion: Discount up to 40% for students from 13-24 aged Target revenue*: 100 million VND (include fixed and variable cost) (*reference) Pic4: Poster for promotion 13 Business Management a Predict Sales Forecasting based on revenue of Popeyes Chicken ( Source: https://statstic.com/popeyes-revenue/) Year Revenue ( millions) 2021 $579 2020 $556 2019 $482 2018 $414 2017 $202 The table 1.2 Mean: 𝑥̄ = ∑𝑥𝑖 𝑛 = 579+556+482+414+202 = 446.6 Standard Deviation: 151,4 Forecasting revenue 2022: 715,4$ millions with Formular in Excel =Forecast (x, known_ys, known_xs) Randomly revenue 2022 based on calculate by mean and standard deviation b Risk management 90 - 100%: Exceeded from 100M or more than 70 -