TITLE
A Study on Customer Preference Towards Selected Fast Food Brands Using ANOVA
AUTHOR
Name: Manvi Singh
Course: MBA (Finance)
1. OBJECTIVES OF THE STUDY
- To analyse customer preference levels towards selected fast food brands
- To compare customer ratings of McDonald’s, KFC, Domino’s, and Subway
- To identify whether a significant difference exists in customer preference among the selected brands
- To apply ANOVA as a statistical tool for analysing customer preference
2. LITERATURE REVIEW
Previous studies on consumer behaviour in the fast food industry reveal that taste, pricing, service quality, and brand image significantly influence customer preference. Researchers have found that strong brand perception and consistent product quality lead to higher customer preference and repeat purchase behaviour.
Several empirical studies have applied Analysis of Variance (ANOVA) to compare customer preference across multiple fast food brands. These studies conclude that ANOVA is an effective statistical technique for identifying significant differences in mean preference scores among brands, making it suitable for comparative consumer research.
3. HYPOTHESIS
Null Hypothesis (H₀):
There is no significant difference in customer preference among McDonald’s, KFC, Domino’s, and Subway.
Alternative Hypothesis (H₁):
There is a significant difference in customer preference among McDonald’s, KFC, Domino’s, and Subway.
4. DATA COLLECTION
The study is based on primary data collected through a structured questionnaire. A total of 40 respondents participated in the survey. Respondents rated their preference for McDonald’s, KFC, Domino’s, and Subway on a 1–10 rating scale, where 1 indicates very low preference and 10 indicates very high preference. Equal observations were maintained for each brand to ensure balanced ANOVA analysis.
5. DATA ANALYSIS
Analysis of Variance (ANOVA) was applied to examine differences in customer preference among the selected fast food brands. The ANOVA results show that the F-value for brands (3.43) is greater than the F-critical value (3.12), with a p-value of 0.037, which is less than the 0.05 significance level. This indicates a statistically significant difference in customer preference among the brands.
The row effect shows an F-value of 0.50 with a p-value of 0.989, indicating no significant variation among individual responses. Therefore, the null hypothesis is rejected, and the alternative hypothesis is accepted.
6. CONCLUSION
The study concludes that customer preference differs significantly among McDonald’s, KFC, Domino’s, and Subway. This suggests that consumers perceive these fast food brands differently based on factors such as taste, quality, and brand image. The findings provide useful insights for fast food companies to improve customer satisfaction and strengthen their competitive position. The study is limited by sample size, and future research may include a larger sample and additional variables.