Title :- A Study on Customer Preferences Toward Four Fast-Food Brands Using One-Way ANOVA.
Author :- Ninad Malaji Rawool.
Introduction :-
In today’s fast-moving life, fast-food has become a popular choice for many people, especially students and young consumers. Different fast-food brands offer a variety of taste, price, and service, which influence customer preferences. Understanding what customers like and why they prefer certain brands is important for businesses. This study focuses on comparing customer preferences among four fast-food brands. It also uses One-Way ANOVA to check whether the differences in preferences are significant or not.
Objective :- To examine and evaluate customer preferences for four fast-food brands using One-Way ANOVA to identify differences in their overall choice patterns.
Literature Review :-
1. Factors Influencing Brand Equity in Fast-Food Businesses Among Students
Muchuu (2024) explained that brand equity in fast-food businesses depends on factors like brand awareness, loyalty, perceived quality, and value. The study found that students are more influenced by quality, value, and loyalty rather than just knowing the brand name. It concludes that fast-food businesses should focus more on improving customer experience and quality to build a strong brand.
2. Role of Artificial Intelligence in Enhancing Fast-Food Business Performance
Wilkinson et al. (2025) explained that fast-food brands are using artificial intelligence (AI) and technology to improve customer experience, service speed, and overall operations. The study highlights how companies like McDonald’s, Yum Brands, and Chipotle are adopting AI despite facing financial challenges. It concludes that technology is becoming an important tool for future growth and innovation in the fast-food industry.
Data Collection :-
A Google form was prepared and our friends from KBS were requested to fill our form which has Rating. It is their experience with four fast food brands. The form used a Likert scale rating from 1 to 10, where 1 indicates poor experiences and 10 indicates excellent experience. The data downloaded in Excel sheet. 30 persons were surveyed. for each brand, Mean, Variance, One-Way ANOVA Test were calculated.
Hypotheses :
Null Hypothesis (H0) : All are same.
Alternate Hypothesis (H1) : Any one of them is different.
Data Analysis :-
Interpretation :-
The above ANOVA results show the comparison of customer preferences among four fast-food brands. The number of observations for each group is 30. The average preference scores are 5.933 for McDonald’s, 6.4 for Domino’s, 6 for KFC, and 6.6 for Burger King, indicating slight differences in mean values. The calculated F value is 0.364 and the P-value is 0.779. Since the P-value is greater than 0.05, it means the result is not statistically significant at the 5% level. Also, the F value is less than the F critical value (2.683), which further supports the result. Therefore, we accept the null hypothesis (H₀), which means there is no significant difference in customer preferences among the four fast-food brands. Any variation in the average scores is due to chance and not because of actual differences in customer preference.
Conclusion :- As P-value =0.779 is greater than 0.05 and F (0.364) is greater than F crit (2.683), Accept H0, meaning all are same.
References :-
Muchuu, Bravo, Management Theory & Studies for Rural Business & Infrastructure Development. Jun2024, Vol. 46 Issue 2, p240-251. 12p https://research.ebsco.com/linkprocessor/plink?id=89833ef9-a380-3887-8fe6-f2e12da31755
Wilkinson, Lindsey, Restaurant Dive. 8/18/2025, pN.PAG-N.PAG. 1p. https://research.ebsco.com/linkprocessor/plink?id=9dcd655b-a47d-3f88-987a-0e55597d239f