Introduction:

Fast food brands play an important role in the modern food industry. Customers often evaluate brands based on taste, service quality, price, and overall experience. Understanding how customers rate different fast food brands helps businesses analyze their performance and competitive position. This study compares customer ratings of four major fast food brands using statistical analysis to identify whether significant differences exist among them.

Objective:

To analyze customer ratings of selected fast food brands using One‑Way ANOVA in order to determine whether significant differences exist among them.

Literature Review:

Customer Satisfaction in Fast Food Industry
Studies show that customer satisfaction in the fast food industry is influenced by factors such as service quality, food taste, pricing, and brand image. Researchers suggest that strong brand management and consistent service standards significantly impact customer perception and ratings.

Statistical Analysis in Consumer Research
Researchers commonly apply statistical tools such as ANOVA to compare consumer ratings across multiple brands. This technique helps determine whether observed differences in ratings are statistically significant and not just due to random variation.

Data Collection:

The data for this study was collected through a structured survey conducted using Google Forms. A total of 30 responses were collected for each brand. Participants rated four fast food brands—Wendy’s, McDonald’s, KFC, and Burger King—on a scale of 1 to 10 based on taste, service, price value, and overall satisfaction. The collected data was analyzed using One‑Way ANOVA in Microsoft Excel.

Data Analysis:

Anova: Single Factor

Groups	Count	Sum	Average	Variance
Wendy’s	30	203	6.77	4.116092
McD	30	239	7.97	3.412644
KFC	30	217	7.23	5.633333
Burger King	30	237	7.90	2.575862

ANOVA

Source of Variation	SS	df	MS	F	P-value	F crit
Between Groups	29.466667	3	9.822222	2.496446	0.063249	2.682809
Within Groups	456.4	116	3.934483
Total	485.866667	119

H0: Wendy’s = McDonald’s = KFC = Burger King

H1: At least one brand rating is different.

Conclusion:

The ANOVA test results show that the calculated F value (2.496446) is slightly lower than the critical F value (2.682809). Therefore, the null hypothesis is accepted. This means that there is no statistically significant difference in the customer ratings of Wendy’s, McDonald’s, KFC, and Burger King based on the collected sample data. The ratings among these fast food brands are relatively similar according to the responses received.

References:

Kotler, P., & Keller, K. (2016). Marketing Management. Pearson Education.

Gupta, S. (2019). Consumer behavior in the fast food industry. Journal of Food Service Business Research.