, uses consumer behaviour principles and strategies to intervene and influence consumer behaviour. Understanding consumer behaviour in this volatile industry can be extremely difficult; trying to predict behaviour can be even more difficult. Hence, winning the fast-food industry service, or even just surviving, requires a dedicated understanding of consumer behaviour (Armstrong & Kotler, 2000) Appendix 1:Survey – Fast Food Service Industry1.Which fast food outlet would you visit most?(a)McDonalds(b)Burger King/ Hungry Jacks(c)KFC(d)Red Rooster(e)Pizza Hut2.How often would you visit this outlet?(a)1-2 times a week(b)Over 3 times a week(c)1-2 times a fortnight(d)1-2 times a month(e)Once a blue moon3.What time of the day would you most likely be visiting the outlet?(a)Breakfast(b)Morning tea(c)Lunch(d)Afternoon tea(e)Dinner4.Which location would the food outlet most likely be situated?(a)In a shopping centre(b)Adjacent to a petrol station(c)Free standing traditional store in a nearby suburb(d)Along the highway5.In what situation would be most likely to consume the food?(a)Dine in by yourself(b)Dine in with friends or family(c)Take away for yourself(d)Take away for friends or family6.What is your motivation/influence to visit the outlet?(a)Persuasive advertisements eg. TV ads, radio, billboards(b)Brand awareness(c)Vouchers/coupons – price conscience (d)Reference groups eg. Family preference of KFC over McDonalds(e)Situation influences eg. Red Rooster is the closest location to your houseSurvey Method50 Surveys given out to mostly the youth marketInteresting Results:McDonalds had the most votes with 35% of the votes, KFC followed with 25%Most individuals had fast food at least 1-2 a weekThose that chose KFC, Burger King and Red Rooster were most likely to have their meals during lunch.Only McDonalds was consumed for BreakfastPizza Hut was mostly consumed for dinner as a take awayFree standing store 40%, shopping centre 40%, ...
