A STUDY OF THE FEASIBILITY OF TARGET MARKET EXPANSION ...

A STUDY OF THE FEASIBILITY

OF TARGET MARKET EXPANSION AND RECOMMENDATIONS

ON THE MARKETING-MIX OF KENTUCKY FRIED CHICKEN

BY

TANG MUI YIN, HELEN 鄧妙賢

WONG MAN-LAI, BRIDGET

RESEARCH REPORT

Present to

The Graduate School

In Partial Fulfilment

of the requirement for the Degree of

MASTER OF BUSINESS ADMINISTRATION

TWO-YEAR MBA PROGRAM

THE CHINESE UNIVERSITY OF HONG KONG

May 1987

CONFIDENTIAL

DR CHARLES F.STEILE

黃文麗

2

ABSTRACT

The fast food industry in Hong Kong has been growing

very rapidly in past several years. Many investors enter

into the market for gaining a profit by implementing

appealing and innovative marketing strategies. Returned to

Hong Kong after its failure in 1975, Kentucky Fried Chicken,

facing a competitive environment, targets at customers aged

20-39. Since young people aged under 19 are the heavy

consumers of fast food, it may be an opportunity for the

chain to expand its target market to this young age group.

This research is to study its potential to develop the

new market segment. The findings indicate that purchasing

fast food is part of the young people's life style. Western

food is popular and their purchasing power is high. In

addition, they have favorable attitudes to fried chicken.

With the potential to gain larger market share by.

exploring new segment, Kentucky Fried Chicken is recommended

to introduce more new food items at a more competitive

pricing, to strengthen its distribution network by opening

more branches at convenient location and to enhance its

product identity and awareness by promotion and advertising.

In the dynamic business environment, regular control and

appropriate modifications are necessary and essential. The

details are given in the report.

3Numerous problems may be met in the implementation of

the proposed strategic recommendations. Money may be the

most critical issue. If the management has the confidence

in Kentucky Fried Chicken's potential, it should see the

opportunity as a long term investment and thus act

aggressively to achieve excellent performance.

4

TABLE OF CONTENTS

iiABSTRACT

ivTABLE OF CONTENTS

viiLIST OF ILLUSTRATIONS

viiiLIST OF TABLES

ACKNOWLEDGEMENTS x

Chapter

1I. INTRODUCTION

3Problem Statement

Report organization 3

6II. MARKET PROFILE

6Outstanding Growth of Fast Food Sector

Market Size 910Market Segment

13Market Environment13Market Opportunities

14Market Threats15

Summary

17III.COMPETITORS PROFILE

IV. CUSTOMERS PROFILE 23

23Reasons for Visiting Fast Food Restaurants25

Life Style of Customers

25Summary

27V. COMPANY PROFILE

28Summary

5

VI. ME'T'HODOLOGY30

Definitions of Market Potential 30

31Areas of Investigation3131

General Market hicken

Kentucky Fried 3132Data Collection

Sources of Secondary Information 32

Primary Data Collection 32

34VII. FINDINGS& ANALYSIS 34

34Qualitative Research Findings34

General Market Environment

The Market Performance of35

Kentucky Fried Chicken36

New Ideas Generated from Brainstorming37

Findings of Quantitative Survey38

General Market Situation42Attitude to KFC's Attributes

Respondents Who Have Tried KFC 45

Respondents Who Have Heard But Never Tried KFC 50

Respondents Who Have Never Heard

51Nor Tried KFC

54VIII.SUMMARY OF RESEARCH FINDINGS

54Market Trend

Popularity of Fast Food 5555Purchasing Power

55Attitude Towards Chicken

Kentucky Fried Chicken's Existing56Customers Satisfaction

Potential among Non

Kentucky Fried Chicken Customers 5657Strengths of Kentucky Fried Chicken57

Weaknesses of Kentucky Fried Chickem

59IX. RECOMMENDATIONS

60Product and Pricing63

Distribution65Promotion71

Considerations in Promotion Planning72

Objectives73

Strategies

Summary 80

82Sales Force

84X. CONTROL

84Objectives

85Control Methods

6

86Conclusion

XI. LIMITATIONS OF THE RESEARCH 88

91APPENDIX

1. Existing Product Range of Kentucky Fried Chicken 92

2. Questionnaire( both English and Chinese Versions) 93

3. Field Work Report 100

1014. Computer Tabulations

BIBLIOGRAPHY 185

7

LIST OF ILLUSTRATI VS

GRAPH 1 SEMANTIC DIFFERENTIALS OF RESPONDENTS'............47

ATTITUDE TO SATED ASPECTS OF

KENTUCKY FRIED CHICKEN

CRAPN.q PRINT ADVERTISEMENTS OF KENTUCKY FRIED CHICKEN..............67

DURING 1985 AND 19862- 5

8

LIST OF TABLES

2.1 TRENDS OF ESTABLISHMENT NUMBER OF.......... 7

TOTAL FOOD AND RESTAURANT INDUSTRY

2.2 GROWTH OF SALES VOLUME INDEX OF.............. 8

FOOD AND RESTAURANT INDUSTRY BY SECTOR

2.3 FREQUENCY OF VISITS TO FAST FOOD STORE BY AGE.......... 10

2.4 SOCIOECONOMIC PROFILE OF CONSUMERS OF........12

FAST FOOD SERVICES

3.1 THE GROWTH OF FAST FOOD STORE IN.......... 19

TERMS OF NUMBER OF BRANCHES

3.2 THE CONSUMER PROFILE OF MCDONALD, CAFE DE CORAL,......... 22

CAFE DE FAI1 )OD AND MAXIM' S

7.1 FREQUENCY OF GOING TO FAST FOOD SHOP.......... 38

7.2 BRAND AWARENESS OF FAST FOOD SHOPS........... 39

7.3 FAST FOOD SHOP MOST OFTEN VISITED......... 39

7.4 MAIN REASONS FOR GOING TO A FAST FOOD SHOP.......... 40

7.5 COMMENTS ON FRIED CHICKEN AVAILABLE............. 41

IN FAST FOOD SHOP

7.6 GENERAL PROFILE OF RESPONDENTS.,....... 43

7.7 SPENDING PER VISIT TO FAST FOOD STORE OF......... 44

THE THREE GROUPS OF CUSTOMERS

7.8 FREQUENCY OF VISITS TO KENTUCKY FRIED CHICKEN............ 45

97.9 REASONS FOR VISITING KENTUCKY FRIED CHICKEN........... 46

7.10 ATTITUDE TO SELECTED ATTRIBUTES OF................... 48

KENTUCKY FRIED CHICKEN BY SEX, AGE INCOME

7.11 FOOD ITEMS EVER TRIED AND.......... 50

PREFERENCE RATED BY RESPONDENTS

7.12 COMMENTS TO KENTUCKY FRIED CHICKEN'S SHIED...... 52

ASPECTS BY RESPONDENTS WHO HAVE NEVER TRIED

NOR HEARD KENTUCKY FRIED CHICKEN

7.13 REASONS FOR RESPONDENTS' TENDENCY TO VISIT......... 52


7.14 REASONS FOR RESPONDENTS NOT GOING TO VISIT........ 53


9.1 A SUMMARY OF KENTUCKY FRIED CHICKEN'S........... 66

PROMOTIONAL EFFORTS FROM 1985 TO 1987

9.2 ADVERTISING CAMPAIGN AND SCHEDULE........... 76

9.3 TE[N]TATIVE SALE'S PROMOTIct CAMPAIGN............ 79

10ACIQKX+It,EDGFFIMES9TS

This research project would not have been carried out

successfully without the help of various parties and persons

to whom we would like to express our thanks.

We are greatly indebted to Dr. Charles F. Steilen, our

research supervisor, for his kind guidance in developing the

framework of this project and in giving valuable opinions to

us.

In our endeavor to conduct this project, we acknowledge

most gratefully the assistance of Swire Marketing Co. Ltd.

for giving us information about the fast food industry and

Kentucky Fried Chicken and for helping us conduct the

instore survey and the focus groups.

TANG MUI YIN

WONG MAN LAI

1

CHAPTER I

INTRODUCTION

In recent years, the fast food business has been growing

rapidly. Despite the increasing number of outlets, the sales figures

have also increased significantly. In the USA, the fast food

business accounts for about 40 percent of the total food and

restaurant industry sales. In Hong Kong, it is only 7 percent. The

average growth rate of the sales volume for fast food is 14.1 percent

whereas that for the total food and restaurant industry is only 8.4

1

percent. This reflects the fact that the fast food business has a

great market potential in Hong Kong.

Locally, the tast tooci business is very competitive. It is

divided into two types: local investment eg. Cafe de Coral and the

Maxim's groups and the international brand chain stores eg. McDonald

and Kentucky Fried Chicken (KFC). Since the 70's, many internatonal

chains have tried to establish their business in Hong Kong. Yet,

with the exception of the fantastic success of McDonald, many found

great constraints on further expansion. Some were even forced to

close down. (eg. Long John Silver in 1985, the White Castle and the

International Daily Queen)

1

經濟縱橫'Fast Food Company Goes Public,' (September

1986), p.30

2Among them, Kentucky Fried Chicken is unusual. It was the first

international brand ever introduced into Hong Kong. It started in

1973. After opening 15 stores, it suddenly closed its business in

1975. The failure, to many experienced executives, was due to mis-

management, over-pricing and more important, the lack of appeal or

inducement of fried frozen chicken to Chinese people in Hong Kong.

Ten years later, in September 1985, Kentucky Fried Chicken

returned. It is desired to explore the impacts of KFC's previous

failure on its present strategies and on the consumers' perceptions

towards KFC. KFC's efforts on eliminating past weaknesses and

establishing a new image are certainly very interesting and thus

induce this study on Kentucky Fried Chicken.

From the discussion with KFC management people, it is learned

that KFC plans to have ten stores operating by the end of 1987. The

target market people are aged between 20 to 39 and they all have a

household income over $6,000 per month. Each store is decorated to

project an image of an up-scaled restaurant which offers a wide range

of KFC's packages and side items at high prices.

There are some reservations with respect to KFC's target market.

Firstly, it is not likely for high income Chinese people to have

lunch or dinner in fast food stores. It is rather their children who

enjoy the services of fast food stores. Children can be significant

influencers on adults' decision making. Teenagers from middle-class

or higher income family will have high purchasing power and may be

a great market for KFC.

Secondly, Survey Research (HK) Ltd.'s studies conclude that the

hard-core market for fast food are people from 12 to 39 years old.

It was also found in a survey that 50 percent of the respondents who

2

have visited a fast food store in one week were aged from 9 to 19.

3Thirdly, it is reasoned that KFC, to develop or expand on more

balanced ground, would gain much in expanding its target market to

teenagers and family groups as well. Kentucky Fried Chicken is also

looking for information on these areas.

Therefore, it is proposed to study the market potential of the

teenagers and family groups to KFC and to follow up with a set of

recommendations for KFC's marketing issues.

Problem Statement

Should Kentucky Fried Chicken expand its target market to people

aged from nine to nineteen?

Report Organization

To prepare a thorough report for KFC, this paper will be focused

on Four parts whcih are tightly linked to give a depth analysis on

the market conditions, the fast food business and the set of

marketing-mix recommended to KFC to develop the suggested target

market segment.

The first part will dicsuss the Four main profiles: market,

coupetitors, customers and the company. These will figure out the

fast food market and highlight the areas relevant for KFC's market

positioning. The reasoning behind our suggestion for target market

expansion would be elaborated in greater details. A summary

concluding these profiles would be put at the end. It would also

2

美風東漸，發展迅速的快餐業 Economic

Reporter, (November 1979), p.9.

4pinpoint the additional information required for KFC to further

consider the feasibility of target market expansion.

The second part would deal with the methodology employed in

collecting market information in considering the expansion

feasibility which, if truned out to be affirmative, the information

thus collected would be inputs for constructing the new marketing-mix

for the extended target market segment.

The third part is essentially a summary of the research findings.

The findings would be further refined to single out the important

aspects for planning KFC new marketing-mix.

The fourth, and the final part would be a detailed breakdown of

the recommended markeitng-mix which consists of Pricing, Product,

Distribution, Promotion and the Sales Force of the KFC. These

functional areas would be organized, coordinated to achieve the

objective of trapping the target market. To ensure the plans

implemented properly, a set of control mechanisms are also suggested

for the management people to review.

It is expected that through such an organization, readers can

efficiently follow the themes and reasoning of the report. This will

enable them having a better understanding of the fast food market and

catching the essential elements in building our recommendations and

implementing them.

To start with, the following four chapters would be the analysis

of the market profile, competitors profile, customers profile and the

company. These profile reports would help the readers to grasp the

characteristics of the present fast food market. These include the

market trend analysis, market opportunities and threats, conditions

of the competitors. These would help the management people to locate

5KFC's positioning in the market so as to achieve better performance.

The customers' life style and habits in visiting fast food store and

KFC's in strengths and weaknesses would also be imperative to study

in order to acquire sufficient and solid information to determine

other information needed in designing the new marketing mix for KFC.

6

CHAPTER II

MARKET PROFILE

Prior to exploring particular segments, it is first important to

provide an overview of the recent growth of the fast food sector, its

market size, market segments, customers studies and the opportunities

and threats to the fast food business.

Outstanding Growth of Fast-Food Sector

The food and restaurant industry is well-developed in Hong Kong.

Each year, the average sales volume growth for the industry has

reached 7.1 percent. In 1982 to 1985, the number of establishment1

increases from 5,048 to 6,462 which represents a 28 percent growth.

Within the industry, the. fast food sector has the highest rate

of growth. Its growth of establishment reaches 38.4 percent. The

sales-volume growth each year is 13.8 percent compared with the 7.1

2

percent of the total food restaurant industry.

1

Economic Reporter 1974

(June 1986): 7.

2

Economic Reporter

1914 (June 1986): 5.

麥當奴成功的法實，特許經營

快餐便捷，營養欠奉

7TABLE 2.1

TRENDS OF ESTABLISHMENT

NUMBER OF TOTAL FOOD AND RESTAURANT INDUSTRY

LOCATIONYEARTYPE

Tsuen WanTST6/1986 Central19821979

Chinese

212 3371203,3342,5052,031Restaurants

1812152,045 97Restaurants 1,654 1,751

Fast Food

555662685495326Store

1754613387Bar 101

5905482986,462Others 4,312 5,048

Source: Hong Kong Statistics

8

TABLE 2.2

GRCI'H OF SALES VOLUME INDEX OF

FOOD AND RESTAURANT INDUSTRY BY SECTOR

Sales Volume Index in 1985Sector

($ 1.37 billion 7.3% of the total industry)Fast food

($0.9 billion and 6% in 1982)

150.9

122.9Chinese restaurants

126.5Restaurants

115.2Bar

117.0Others

Total 125.0

Source: Hong Kong Census and Statistics

Note: Take sales volume in 1982 as the base and set at 100.

9Market Size

From Survey Research (HK) syndicated studies, the size of people

visiting fast food store has been relatively stabilized but

maintained at a high percentage. From a survey with a base of

4,471,000, 81 percent of the respondents have accepted and

experienced fast-food services in the past 6 months. This figure

shows that the market size of fast-food sector is very large.

Moreover, the survey's respondents are limited to age over 14.

If we take also the population of children who are target groups of

some major fast-food chains into account, the size of customers for

the sector will be even greater.

Though the market size is relatively stabilized, the outstanding

13.8 percent growth in sales volume of fast-food sector reflected

that the customers are purchasing more services from the fast-food

sector. Firstly, they may have a higher frequency of visits. eg.

not limited to weekdays or lunch time but also at night and weekends.

Secondly, they may now visit fast food store on more different

occasions, eg. for breakfast or dinner as well as for lunch and

snack.

If one takes all these into account, it can be asserted that the

fast food market is a large and growing market but still with room to

explore. As such the possible sales achievable from this market are

growing favourably. These facts constitute great appeal to the fast-

food industry. To further understand the market conditions for fast,

food, the discussions on the general features of the fast-food

industry will be presented in next sections.

10Market Segment

The fast-food market is dominated by people aged from 9 to 24 as

revealed by their frequency of going to a fast-food store.

TABLE 2.3

FREQUENCY OF VISITS TO FAST-FOOD STORE BY AGE

9-14 15-24 25-44 45+AGE

EVERYDAY/

6 34AT-MOST EVERYDAY

AT LEAST ONCE

32232 31A WEEK

2-3 TIMES

320 1616A MONTH

517 1221ONCE A MONTH

38 332524LESS OFTEN

3 8 55NEVER 2

SASE: ALL AGED 9+= 4,471,000

Data expressed in percentage

SOURCE: SRH SYNDICATED STUDIES, 1984

If the respondents are divided into 3 groups:

1. Regular consumers (at least once a week)

2. Moderate consumers (once a month)

3. Light consumers (less often to never)

It is found that

1. People aged from 9 to 24 are the regular consumers of fast-food.

There are 73 percent of them enjoying fast-food service at least once

a month..

11

2. The higher income groups tend to consume fast-food services more

readily( 61 percent against 42 percent). This is in contrast witr

the general image of fast-food services as cheap and low-quality.

The phenomena may be explained by the greater concerns on time-

consciousness and demand for efficiency and standard food of the

higher income group.

3. Students (77 percent) are the primary customers for fast-food

services. The white collar market follows closely with 64 percent.

The housewives seem most uninterested in fast-food with only 22

percent using fast-food outlets.

12TABLE 2.4

SOCIOECONOMIC PROFILE OF CONSUMERS OF FAST-FOOD SERVICES

LIGHTMODERATEHEAVY

CONSUMERSCONSUMERSCONSUMERS

( IN%)(IN%)( IN%)

48SEX 2824MALE

542322FENIAIE

AGE 2737369-14

27373715-24

46282525-44

888345+

HOUSEHOLD

INCOME 5823195,000

3930315,000

OCCUPATION WHITE-

362136COLLAR

BLUE-

502922COLLAR

233740STUDENTS

HOUSE-

7417WIVES 9

BASE: ALL AGED+= 4,471,000

SOURCE: SRH SYNDICATED STUDIES, 1984

13Market Environment

Hong Kong has been a place of rapid growth for many industries.

This section will discuss the opportunities and threats derived from

the environmental conditions related to the growth of the fast food

market.

Market Opportunities

1. Changing eating habits of the people in Hong Kong

This is prompted by the westernization of the territory's social

environment and particularly the invasion of American fast food.

People are spending more money on eating out for breakfast, lunch and

even dinner. The money is being spent, however, not for a

traditional sit-down Chinese meal, but rather, for a burger, a piece

3

of chicken, or a pizza.

2. Increasing time consciousness of people in Hong Kong

It is well-accepted that Hong Kong is full of busy people. They

are working, doing things against time. They try to accomplish much

within a short time. The demand in effficiency and the resulted

increasing time consciousness has led to the growth of many different

businesses such as: Convenience store like 7-11, the one hour photo-

finishing and more obvious, the fast food business. The fast food

business provides food and services efficiently and saves customers

much time and effort. These merits would certainly appeal to the

4

busy people in Hong Kong.

3

"How The Colonel Sold More Chicken on and try,' Sout China MorningPost (October 1986)

14

3. The betterment of services and food variety of fast food stores

The fast food stores have evolved since the 70's. There are now

international brand chains and local chains whose services are under

strict control and supervision. Each sales person must go through

certain training to ensure courtesy and efficiency. The eating

environment is decorated with relaxing lighting and filled with light

music. These help to attract more people visiting the fast food

5

stores.

4. Limited Area of residential appartments

Hong Kong is densely populated. People tend to go out during

weekends or spare time. Going out would mean expenditure outside.

Many people would have snacks, lunch or even dinner at fast food

stores.

5. Technology betterment

There are advanced equipment and processing methods helping to

retain the freshness and nutrients of canned and frozen food.

Since most fast food products are prepared from canned and frozen

food, this technology betterment would certainly help to improve

public attitude to fast food.

Market Threats

1. Keen competition

There have been findings that the market size of the fast food

sector has been relatively stabilized. Moreover, the number of

4

Ibid.

5

快餐店的管理 Economic Reporter

(November 1979)

15establishment of fast food services as well as other food and

restaurants have disproportionatly increased. Given these

conditions, we can understand that the competition in the market is

indeed very keen. Besides striving for survival aganst other fast

food stores, the fast food sector must also resist the competition

from other restaurants and Chinese restaurants. These harsh market

conditions make the fast food store operations, in particular the new

entries, very difficult. Many small scale fast food stores and even

some international chains were forced to close down due to the keen

competition and mistakes in launching the development plan.

2. Unfavourable attitude to fast food's nutritive values and freshness

Most people, especially the Chinese, regard fast food lacking in

taste culture, freshness and nutritive values. Fast food is

substantially made of canned or frozen materials whcih during

processing, have lost lots of nutritive elements. This attitude,

though somewhat suppressed by fast food's convenience and efficiency,

still in some ways restrain the further growth of the fast food

business.

summary

The fast food market has been growing rapidly and steadily. The

outstanding growth is substantially achieved through encouraging more

consumption on various occasions. The consumption now can be for

breakfast, lunch, afternoon tea and even for dinner.

People aged from 9- 24 are found to be the most regulare

consumers for fast food business. There exists many opportunities,

but competition has turned out to be the most important threat to the

fast food business.

16

In next chapter, we would study the competitors in greater

details to find out their strengths and threats to KFC in operating

the business.

17

CHAPTER II

COMPETITORS PROFILE

As mentioned in Chapter II, the market has been growing

rapidly in past few years and thus is profitable. Kentucky

Fried Chicken, as a new comer in the market, is able to gain

a larger share if can compete with its keen competitors such

as McDonald and Cafe De Coral. Thus the evaluation of

competitors cannot be neglected.

With a large market size, the Hong Kong fast food

industry has expectedly attracted numerous local and

overseas investors to enter the market for making profits.

According to statistics, there are about 600 fast food

stores in Hong Kong. Only about 100 are operated by the big

chains. The rest are owned by independent operators. Thus,

the market is increasingly competitive. Basically, the.

competitors can be divided into four sectors according to

their products, namely hamburger, pizza or spaghetti,

chicken and mixed variety. The major competitors in each

sector include the following:

Hamburger: McDonald, Burger King

Pizza or spaghetti: Pizza Hut, Spaghetti House, Chuck' N

Cheese.

18Chicken: Kentucky Fried Chicken

Mixed variety: Maxim's, Cafe De Coral, Cafe De Fairwood

Due to keen competition, many fast food shops closed

dawn in the 1970's and the 1980's. One of them is Kentucky

Fried Chicken which entered into Hong Kong market in 1974

but failed quickly in 1975. The major reason for its

failure is too rapid expansion. In 1985, Kentucky Fried

Chicken come back again and is managed by Swire Marketing &

Co. Ltd.. And now, Kentucky Fried Chicken is the only

chicken specialist in the chicken sector mentioned above.

Long John Silver, a seafood specialist, is another

unsuccessful example. Its failure is mainly due to the low

acceptability of fried seafood among Hong Kong Chinese.

What the Hong Kong people like to eat is steamed fresh

seafood but not fried frozen seafood. However, in Singapore

or in other places, Long John Silver is fairly successful

because its overseas customers welcome the fried seafood and

they like the taste.

The most recent well known failure is suffered by

Wendy's, the American fast-food restaurant chain which has

been successful in Europe, Japan, Korea and Taiwan but not

in Hong Kong. Managed by Wendicorp (Hong Kong) Ltd.,

Wendy's is ascribed the poor location to Tsim Sha Tsui East

where numerous restaurants are located. Another problem with

Wendy's is its limited food variety which is bound by the

franchise. Hamburger which is the major product it offers

19to its customers faces great threat from the keen

competitors, such as McDonald and Burger King.

Among the so many competitors, the top five outstanding

performers are McDonald, Cafe De Coral, Cafe De Fairwood,

Maxim's and Burger King. The common characteristics of

these five competitors is that they are store chains with a

strong distribution network which is a convenience to

customers. The fierce competition force the fast food shops

to set up more branches to gain a larger market share. The

development of chains for some large fast food stores is as

shown in the following table:

TABU 3.1

THE GROWTH OF FAST FOOD SHOP IN

TERMS OF NUMBER OF BRANCHES

. Year to Start No of shops (Years inFast Food Shop

Blanket)

1972Cafe De Coral 17(83) ,25 (85) ,35 (86)

1975McDonald 18(81) ,27 (85) .30 (86)

20(86)1972Cafe De Fairwood

16(86)1972Maxims

2(86.6),4(86.9)1985Kentucky Fried Chicken

1983Burger King 2 (86.6) ,4 (86.12)

Source: Economic Journal, 23 June, 1986, p. 5.

McDonald is a market leader which enjoys a lion market

share that can be indicated by the high unaided brand

awareness, unaided advertising awareness and large

20percentage of fast food shop last went in the Survey

Research Hongkong Fast Food Restaurant Survey 1984.

McDonald is successful that its hamburger is very popular.

Although its main target customers are young people, the

unaided brand and advertising awareness among the elder

people aged over 35 are not law at all. The reason for its

success is simple, that is McDonald's hamburger is popular.

However, it is not an easy task to make a Western food item

such popular and acceptable in a competitive environment.

Basically, the chain has four main principles to follow:

Q.S.C.V.. Q is quality of food, S is the staff's service, C

is the cleanliness of store and V is the value of food. In

other words, training, quality control, quality of food and

pricing structure are the four focus areas for the

management.

Cafe De Coral is in the second leading position and

followed by Cafe De Fairwood and Maxim's. These three shops

offering similar product range have very close market

position attracting similar target customers. Different

from McDonald, they attract the clients by wide food

variety, including western and Chinese food. Because of the

competitive environment, Cafe De Coral was the first one to

introduce hot-pot or dinner meal set at reasonable price to

the market in order to meet the customers' needs and

increases the sales in the dinner time. Cafe De Fairwood

and maxim's follow it immediately to gain more market share.

As the other fast food chains, Cafe De Coral increases the

21annual advertising expenses to maintain and improve its

competitiveness. "Achieving 100 marks for you!" is the

slogan of advertising for this store. Offering quality food

with wide variety at reasonable price is the primary

business strategy. Its annual business turnover is

increasing rapidly from HK$110 million in 1982/83 by 172.7

percent to HK$300 million in 1985/86, with a great net

profit of 15 to 17 percent of total sales.

Maxim's fast food shop is operated by Maxim Group which

aims at business diversification. Its advertising slogan is

"sincere and more variety". It offers more than 10

different types of beverage, 20 to 340 types of snacks and

more than 100 different choices of meal boxes. The chain

emphasizes very much on its services. Therefore, training

is very important. It has set up its in training center.

Before employment and promotion, each worker has to receive

a two-day training course in the center. Since 80 percent

of Maxim's staff are young people whose labor mobility is

relatively higher than the elder staff, the management

always organizes many social functions such as ball games,

swimming gala and party gatherings for them in their leisure

time to increase their sense of belonging to the company.

In regard to the customer profile of each competitors,

McDonald is the only chain that can attract not only young

people but also a substantial proportion of elder people

aged 45 or above.' The customer profiles of Cafe De Fairwood

and Maxim's are more skewed towards the elder group aged

between 25 and 44.

22TABLE 3.2

THE CONSUMER PROFILE OF MCDONALD, CAFE DE CORAL,

CAFE DE FAID AND MAXIM'S

McDonald Cafe De Coral Cafe De Fairwood Maxim'sAge

3.517.7 11.8 13.69-14

15-19 17.010.9 10.7 3.8

25.520-24 13.9 14.4 8.9

25-34 34.619.6 31.6 35.2

10.335-44 23.518.5 26.3

45+ 19.4 9.0 8.0 12.2

213Total 924 187 624

LAST WENT

Source: SRH Fast Food Restaurant Survey 1984,Table 2A.

In summary, the market environment is competitive as

more investors enter the market for gaining a profit. Some

entrants cannot survive because of the mismanagement as some

competitors achieve satisfactory performance with

outstanding marketing strategies. Understanding the

competitors' marketing to improve their performance in the

market, the consumer behavior and consumer profile are fully

analysed in the*next chapter.

23

CHAPTER IV

CUSTO ERS PROFILE

It is illustrated from previous two chapters that the fast food

market is very profitable and thus has attracted a large number of

entries. Competition is very keen, but opportunities still exist for

stores with good planning and positioning. To have a thorough

understanding on the fast food market, it is necessary to study the

customer profile as well. 'Why do people go to fast food stores?

What are their life styles? This chapter would focus on these two

areas and elaborate their significance to KFC's business.

The hard core market of fast food services are people from

nine to twenty-four. About 20 percent of the 4,471,000 respondents

in SRH syndicated studies visit a fast food restaurant at least once

a week. Only 19 percent of the people reported never visit a fast

food restaurant.

Reasons for Visiting Fast Food Restaurants

The top four reasons quoted by the respondents as the major

appeals of fast food services are:

1. speed, 55 percent,

2. convenience, 52 percent,

3. children enjoy it, 14 percent,

4. fun to eat there, 7 percent.

To different age groups, the appeals of these factors weigh

24differently. The people from 9-14 have less concerns on speed (40%)

and convenience (30%), but they have much greater weights on fun to

eat there (19%) and novelty (10%) compared with total respondents'

4 percent. This reflected that people of this age group consider

fast food as a kind of fashion. They are more prone to Western style

of life and new things.

For people aged from 15-24, they ranked speed (71%) and

convenience (62%) extraordinarily high. From Mr. Clint Laurent's

research on life style, people aged from 15-24 are grouped under

Immature Youth for male and Young Trendy for female. People. in these

categories prefer fashionable products and like to try new things.

They place more emphasis on 'Time Value' and 'Westernized products'

and tend to associate Western products with better quality. Mr.

Laurent concluded that these people would be great potential for

fast food services because fast food nowadays are designed and

packaged to fit their values and needs.

For the family groups, 'children enjoy it' is the major reason

for their going to fast food restaurants. This highlighted the high

influencing power of children over their parents or guardians.

Research findings state that children have a greater preference for

fast food than other types of food. They consider fast food

restaurants fun to eat and are impressed by the cartoon advertised by

some fast food restaurants.

Therefore haw to appeal to children so as to draw more family

group customers will be among the major tasks in expanding a fast

food business.

25Life Style of Customers

The life style of the population is becoming more Westernized

and more open than ever. People are now more willing to try new things

and have greater confidence and preference for Western food. The

younger age groups 15-24, as relected from life style studies, are on

the top of the westernization wave. Theyshow greater preference for

efficient and convenient services like fast food. In general, they

like fashionable goods, outings with friends, pop music and listening

to radio.

People in the middle age are more economic and realistic in

style. They show little preference for fast food. They prefer

Chinese food and consider fast food weak in nutrients and tastes

though the efficiency and convenience strengths are impressive. They

are more like the traditional Chinese who have a prejudice against canned

and frozen food. However, upon the westernization wave, they are

less stubborn as older people and tend to try new products especially

those items recommended by others.

.Summary

From the customer studies, the younger age groups, 9-24, are the

core market for fast food services. Children have strong influencing

power over their parents and guardians. On the other hand, people

aged from 30-60 are rather inert to the fast food services. These

data throw some light on KFC's positioning strategy. Since the age

group 30-40 are not fast food advocates, KFC, in allocating its

to twenty-four and family with children.

To plan for KFC's future marketing strategy for the core market,

26

it is imperative to study the present conditions and strategy of the

KFC. The company profile that immediately follows would provide a

better understanding of KFC's operations.

27CHAPTER V

COMPANY PROFILE

To plan for any future expected level of performance, a close

study of the present conditions of the concerned system is a pre-

requisite. The company profile would sum up KFC's present positioning

and its marketing mix in operations.

Kentucky Fried Chicken fastfood restaurants' operations in Hong

Kong are awned by Swire Marketing Ltd. It is based on a licence

contract between KFC International and the Swire Marketing.

The Swire Marketing has learned well from the last Waterloo in

1973 in launching the development plan for KFC in Hong Kong. Instead

of rapid expansion and extravagant expenditure on promotion, the

company adopted a realistic and adatptive approach.

At present, the company has opened five stores., The stores were

opened one by one with a reasonable amount of time in between so that

the human resources demanded would be under management. This gradual

development also allowed the management more time to analyse the

feedback from customers so as to modify and rearrange KFC's

positioning in the market. Also, to ensure each store getting

satisfactory sales volume, each store is located in commercial,

recreational and halfly residential areas where a high customer flow

rate is expected. This is a precious lesson learned from KFC's last

launching in Hong Kong.

The promotional efforts are divided into 4 phases which aim at

raising the awareness on KFC's re-entry, its fried chicken, side item:

28Products of KFC are substantially fried chicken and other items

typically served in a KFC store. Compared with the food menu of last

entry, the KFCs under Swire Marketing's planning, have succeeded to

diversify its food items to other snacks, desserts and drinks so as to

meet the various needs of customers.

To position KFC in the higher income class, each store is

decorated to provide a comfortable and relaxing environment for

customers enjoying KFC products. Salesforce are all young people who

are trained to provide friendly and detailed services.

Sunrary

From the profiles studies, it can be found that the fast food

market is very competitive despite its rapid and consistent growth in

these years. Many stores, due to mistakes of management people, have

suffered from losses and failure. There are many opportunities in the

market. For companies with good positioning and planning, the fast

food business can be very profitable with a high rate of return.

A good positioning and planning would involve appropriate

identification of target market and elaboration of excellent marketing

mix to appeal to the target market. From market segment and customers

studies, people from 9- 24 are found to be the most regular consumers

of fast food. They have more positive attitude to fast food and are

prone to fast food services. They may be very profitable target

market for KFC. Therefore, KFC should study the feasibility in

expanding the target market. This study should explore these

potential target customers' attitude towards fast food, fried chicken,

and the products and services of KFC, if any. The next chapters would

29further discuss the study and the methodology derived to tap this

information.

30

CHAPTER VI

METHODOLOGY

Based on the information analysis in the previous

chapters, the future of fast food industry in Hong Kong is

still promising. In order to survive in the competitive

environment, Kentucky Fried Chicken has to pay great

marketing efforts to explore its potential in the market.

The critical issue of this research is whether Kentucky

Fried Chicken has the potential to expand its target market

to children and teenagers. The following steps of research

are developed and applied to solve the research problem:

1. To define the market potential.

2. To identify the areas of investigation.

3. To work out the methodology to collect the required

information.

4.To analyze the data.

5. To make conclusions and offer recommendations.

Definition of Market Potential

Market potential is a function of market size,

people's attitudes to fast food services, purchasing power,

31behavioral pattern and the perception towards Kentucky Fried

Chicken.

Areas of Investigation

The areas of investigation fall into two categories,

general market and Kentucky Fried Chicken.

General Market

The general market section includes the frequency to

visit fast food shops, fast food shop liked most and

reasons, average spending per visit, occasions to go and

other general purchasing patterns.

Kentucky Fried Chicken

This section includes awareness of Kentucky Fried

Chicken store for all respondents and reasons for visit,

degree of satisfaction to pricing, menu variety, efficiency

of service, taste of chicken and tidiness of store, dislike

about Kentucky Fried Chicken store and likelihood of revisit

and reasons for those who have been ever visited a Kentucky

Fried Chicken store.

Those who are aware but never visited Kentucky Fried

Chicken are asked for reasons why not visiting.

The information on likelihood of ever visiting and

32reasons is collected among those who are not aware of

Kentucky Fried Chicken.

Data Collection

Both primary and secondary sources are used to collect

relevant information.

Sources of Secondary information

Secondary information is obtained from Hong Kong

Government publication such as Census Statistics Report,

the reports from research agencies such as Life Style Report

and the Chinese English newspapers & magazines and the

other publications.

Primary Data Collection

In-depth interviews are conducted with the management

of Kentucky Fried Chicken to understand its business

strategies, management philosophy and opinions on future

market trends and so on. The data collection methods are

different for the two target market groups aged 8 to 12 and

13 to 19. Qualitative focus group techniques are applied to

the younger group whereas the two quantitative surveys,

General Market and Instore Surveys are applied for the elder

age group. A total of four focus groups are carried out.

33Each group consists of six to eight respondents aged 8 to

12, of either sex. The taste trial test of Kentucky Fried

Chicken is also conducted within the group discussion.

One of the quantitative surveys, the General Market

Survey, is conducted among 200 respondents aged between 13

and 19, of either sex, but with the experience of having

visited any fast food shop. The respondents are selected

from the catchment areas of the existing stores, namely

Jordan, Central, Causeway Bay and Shatin. The catchment

area is referred to the geographic area around the store

that the customers come from. Face-to-face interviews are

taken place in two selected convenient spots in each

catchment area. The age and sex of the sample composition

are in proportion to the population statistics of the Census

and Statistics Department with assumption of even

distribution of population within the age group 13 to 19.

Since the incidence of ever visiting Kentucky Fried

Chicken is not high, a supplementary instore survey is also

carried out at New Town Plaza store in order to get a

sufficient data base for analysis. The sample includes 51

respondents aged 13 to 19, of either sex and with the fresh

experience-of making purchase in Kentucky Fried Chicken.

The details of samples are given in the Fieldwork

Report in the Appendix.

The findings are analysed and the results are given in

the next chapter.

34

CHAPTER VII

FINDING ANALYSIS

According to the methodology specified in the past

chapter, the qualitative research and quantitative surveys

are carried out to collect the relevant information for

analysis. This chapter summarized the findings in the

research.

Qualitative Research Findings

Your focus groups were conducted among children aged

between 8 and 12. The details of the respondents are given

in the fieldwork report in Appendix.

Generally speaking, the findings can be summarized in

the following three areas, general market environment,

market performance of Kentucky Fried Chicken and new ideas

generated from brainstorming.

General Market Environment

1. Going to a fast food shop is part of the children's life.

35They always go the fast food shops, especially the

weekends or on holidays, with their family or friends.

2. Expectedly, the level of awareness of most large

established fast food shops or chains, such as McDonald

and Cafe De Coral is extremely high. Conpared with the

competitors, the brand awareness level for Kentucky Fried

Chicken is not low. However, the advertising awareness

of Kentucky Fried Chicken is fairly poor.

3. Western food, such as French Fries, cold beverage and hot

dogs is very popular among the children. It may be a

very important factor why they are the frequent

customers. Most children like chicken more than

hamburger. Most children do not care so much about

heat which is a Chinese concept referred to the side

effects caused by eating too much fried food. However,

their parents may have great influential per to

discourage their children from eating fried chicken which

they themselves believe are heaty.

The Market Performance of


1. Though most respondents have heard of Kentucky Fried

Chicken, most of them have never visited its stores. Not

knowing much about this chain and the store location are

their major reasons for never visiting. If the

management has decided to expand the customer base to

this teenage group, it must increase advertising and

promotion to reach them.

362. The results of the taste test of fried chicken are

favorable. The major positive comments include:

a. The skin of chicken is crispy.

b. The taste is good.

c. The chicken meat is tender.

d. The fried chicken is not heaty.

The only negative comments are

a. It is too salty.

b. The physical appearance is not attractive.

3. After the menu is shown, most respondents indicate that

they like most of the food items. The only less popular

item is biscuits. However, nearly everyone commented on

the high pricing which may discourage them from making a

purchase.

New Ideas Generated from Brainstorming

At the end of each focus group discussion, the children

are invited to give constructive suggestions on how Kentucky

Fried Chicken can attract them to make purchase. There are

four main areas for recommendation. Firstly, the children

recommend gift giving after every purchase. Some girls

mention that they like fancy stuffs. Secondly, most of the

respondents are ice cream lovers. Ice cream is a temptation

that cannot be resisted. Kentucky Fried Chicken store can

learn from the experience of Seven-Eleven which has been

very successful to boost up its sales volume by promoting

37soft ice cream as a marketing strategy. Reducing the price

from $2.50 to $1.50 and increasing the quantity from two

circles to three circles are the common strategies now being

used in its promotional campaigns.

The children say that they do not mind consuming ice

cream in cold days. It is always fun to have ice cream no

matter in winter or summer.

In addition, the children, especially the boys,

recommend Kentucky Fried Chicken offer lunch meal box which

includes chicken and rice or spaghetti. It is the rice,

spaghetti or the other cereal products that can fill their

stomachs full. Fourthly, the decoration that is attractive

to children is important. Some respondents said, I can see

interesting decorations like Uncle McDonald, pirates ships

or trams in McDonald's stores, whereas in Kentucky Fried

Chicken stores, the decoration is not attractive at all. I

will go to a Kentucky Fried Chicken store if the decoration

is funny."

Findings of Quantitative Survey

Two quantitative surveys, namely General Market Survey

and Instore Survey were carried out for collecting relevant

information for solving the research problem. The findings

of these surveys are analyzed and summarized below.

38General Market Situation

1. Fast food service is so popular that most respondents

aged 12 to 19 go to fast food shop at least once a week.

No one has never visited any fast food store.

TABLE 7.1

FREQUENCY OF GOING TO FAST FOOD SHOP

ba

isCISFrectuencv

64.6 68.6At least once a week

23.522.3Once every fortnight

5.96.4Once a month

7.0 2.0Less than once every 3 months

200 51Total All respondents

a General Market Survey

b Instore Survey

2. Among the so many competitors in the market, McDonald has

achieved the best performance, followed by Cafe De Coral in

terms of brand awareness and fast food shop went most.

There are still much room for Kentucky Fried Chicken to

improve.

% %

39TABLE 7.2

BRAND AWARENESS OF FAST FOOD SHOPS

ba

IsGMSBrand Awareness

100.098.0McDonald

98.097.5Cafe De Coral

96.195.0Cafe De Fairwood

98.094.6Maxim's

87.1 92.2Burger King

81.7 100.0Kentucky Fried Chicken

51200Total


b Instore Survey

TABLE 7.3

FAST FOOD SHOP MOST OFT12 VISITED

ISFast food Shop Most Often Visit GMS

b

58.863.9McDonald

19.622.8Cafe De Coral

13.75.4Cafe De Fairwood

3.93.5Maxim's

3.92.0Kentucky Fried Chicken

Burger King 0.5

51Total 200


b Instore Survey

a

403. No matter which fast food shop the teenagers go to most,

the main reasons for going include convenient location,

good taste, wide food variety and efficient service which

are the key words for success.

TABLE 7.4

MAIN REASONS FOR GOING TO A FAST FOOD SHOP

GMSReasons

80.6Convenient

32.3Good taste

29.4Efficient service

26.4Wide food variety

200Total

4. The average spending level per purchase is $12.0 for

General Market Survey and $12.90 for instore research.

5. Most young people have positive comments such as tender

meat and crispy skin of the fried chicken. The only

significant negative comment is heaty.

%

41TABLE 7.5

COMMENTS Cv FRIED CHICKEN AVAILABLE

IN FAST FOOD SHOP

ba

IsGMSPositive convents

43.837.4Crispy skin

35.420.0Tender meat

6.349.0Good taste

Negative comments

41.739.4Meaty

16.022.2Not too fresh

10.410.0Has frozen taste

48198Total


b Instore Survey

42Attitude to KFC's Attributes

The respondents are divided into three groups based on their

experience with KFC. They are people who:

1. have tried KFC products (gerenal market survey and instore survey

2. have heard but never tried KFC products

3 have never heard nor tried KFC.

43

Table 7.6

GENERAL PROFILE OF RESPONDENTS

a. General market survey

Tried KFC Heard but never tried Never heard/tried

Attributes

224143Sex: male

163842female

244644Age: 13-16

14334117-19

Hnusp-hold income

19306000 28

1235246000 10000

31423lUUUU

346977Status: student

3107worker

11others

38(18.8%)Total 79 (39.1%)85 (42.1%)

2. Instore Survey

25Sex: male

26female

22Age: 13-16

2917-19

Household income

156000

256000- 10000

1110000

40Status: student

11worker

Since KFC is set at a higher pricing strategy, it becomes

imperative to investigate the purchasing pcwer of the target

customers on fast food services.

It is found that over 50% of the respondents would spend about

$10 - $20 per visit to a fast food store. The influence of sex, ag

and household income on the spending is negligible.

TABLE 7.7

SPENDING PER VISIT TO FAST FOOD STOR]

OF THE THREE GROUPS OF CUSTOMERS

1. People who have tried KFC

Attributes Arro

Spending Male Female 13-16 17-1! 6000 6000-10000 VL000C

$5.0

$5.0 - $10.0

$10.1 - $15.0

$15.1 - $20.0

$20.1 - $25.0

over $25.0

1

12

21

4

1

5

11

21

8

1

1

9

23

5

2

4

14

19

7

1

1

10

11

3

21

5

11

A

5

18

Total 44 41 44 41 28 24 27

2. People who have heard but never tried KFC

Athributes Arrp

Spending Male Female 13-16 17-19 6000 6000-10000 10000

$5.0

$5.0 - $10.0

$10.1 - $15.0

$15.1 - $20.0

$20.1 - $25.0

Over $25.0

1

16

17

5

1

21

12

1

1

1

1

20

197

1

17

10

3

1

14

13

2

16

12

2

21

5

4

Total 40 36 44 33 30 33 11

Source: General Market Survey

45Respondents Who Have Tried KFC

Frequency of visits to KFC

TABU 7.8

FREQUENCY OF VISITS TO KFC

Instore SurveyGeneral Market Survey

Frequency ($ )($)

ors 116 (32)32 (37.3)

Two to Five Times 22 (44)35 (41.2)

More than Five Times 12 (24)18 (21.5)

Base 50 (100)85 (100

From all who have tried KFC services, about 63 percent of its

customers have repeatedly purchased services from KFC. This high

percentage indirectly implies KFC's strong potentials in attracting

customers' repeat purchases.

Reasons for visiting KFC

46

TABLE 7.9

REASONS FOR VISITING KFC

Instore SurveyGeneral Market Survey

No. %No. %Reasons

40.01931 41.3Like Chicken

41.72031 40.0Good Taste

23.01121 28.0Friends like KFC

23.01125.3Convenient Locations 19

35.41715 20.0KFC's Cleanliness

6.313.3 3Family Members like KFC 10

33.31610 13.3Efficient Services

10.3Stylistic Decorations 7 59.3

4.02Fair Pricing 6 8.5

75 48Base

KFC has succeeded to attract many customers who have preference

to chicken. The major merits customers find in KFC include: good

taste, convenient locations and cleanliness.

Reasons like 'Friends like it' and 'Family members like it' worth

attention. The respondents expressed the habits in having outings

with friends and the influence of peers is significant. If KFC can

project itself as a place of fun and relaxation for social gathering,

it would attract more youngsters.

From family member likes it KFC has gained certain family

customers. Efforts should be applied to reinforce KFC appeals to

them.

Fair pricing is ranked least important in both general market

and instore surveys. Yet, cautions should be taken in interpreting

the general suppressed weights on pricing in survey.

47Comment to KFC's selected attributes

GRAPH 1

SEMANTIC DIFFERENTIALS OF RESPONDENTS' ATTITUDE

TO SELECTED ASPECTS OF KFC

Very Highly

Dissatisfied Satisfied

5

Pricing

Food Variety

Efficiency

Taste of chicken

Cleanliness

Remarks:- General Market Survey--- Instore Survey

The values are calculated as the mean of the respondents' scores

1 being very dissatisfied and 5 stands for highly satisfied.

The responses from in-store survey are substantially more

positive to KFC.

Pricing is ranked neutrally, neither negative or positive.

Efficiency and cleanliness attributes of KFC have impressive effects

to customers.

TART.E 7_m

ATTITUDE TV) SRT.Fr.TED ATTRIBUTES OF KFC BY SEX. AGE INCOME

Attribute Total Sex Age Household Income

M F 13-16 17-19 6,000 6000-10,000 10,000

Pricing

Food

Effi¬

ciency

Taste

Clean-

Lines s

a

b

c

d

e

a

b

c

d

e

a

b

c

d

e

a

b

c

d

e

a

b

c

d

e

10

31

35

9

1

5

27

28

21

5

6

9

36

26

9

5

14

28

24

13

3

8

22

41

12

9

16

16

4

3

13

15

10

4

4

5

24

8

4

3

6

17

11

6

2

6

11

21

5

1

15

19

5

1

2

14

13

11

1

2

4

12

18

5

2

8

11

13

7

1

2

11

20

7

8

15

18

5

3

13

12

14

4

4

5

18

15

4

3

5

16

12

9

2

5

10

23

6

2

16

17

4

1

2

14

16

7

1

2

4

18

11

5

2

9

12

12

4

1

3

12

18

6

3

9

13

2

1

3

11

8

4

2

4

3

10

8

3

1

10

5

6

5

2

3

5

13

5

3

13

7

3

1

4

9

11

1

1

4

10

8

3

1

12

10

2

1

3

4

15

3

3

8

12

3

1

10

8

6

1

1

2

13

7

3

2

2

10

7

5

2

10

10

4

Remarks: Attribute score a - very dissatified

Attribute score e - very satisfied

Food items ever tried and

preference rated by Respondents

It is found that Kentucky Fried Chicken (92%), French Fries,

49Scone and Salad remained the top 4 food items tried by customers.

Kenthurger, though introduced recently, has induced a trial rate of

32.9 percent. Dessert, despite the efforts in promotion, has

achieved a relative low trial rate.

Feedback from customers, generally speaking, is quite

encouraging. Kentucky Fried Chicken, being the major food kind, has

only 8.7 percent of feedback falling in the Dislike Category. This

reflected the product has strong appeals to customers.

Despite the low trial rate, customers who have tried Kenthurger

showed preference (83.9%) on the item. Findings from the general

market and in-store survey are rather consistent on the side items,

the feedback are differentiated. French fries, a traditional item of

fast food, is well accepted. Other novel items like dessert, scone

and butter corn are distinguished from the food items offered by the

competitors. therefore, how people rate these products which are

exclusively offered by KFC would throw lights on later product and

promotion design.

It is interpreted from the findings that the customers, on the

whole, have different and even opposite attitudes to these side

items. The in-store surveys show a much more positive ratings on the

side items, especially on the Dessert which is 72.7 percent against

25.9 percent of the general market survey.

Therefore, feedback on the side items are quite inconclusive.

However, owing to the low trial rate and unfovored ratings, promotion

should be directed to encourage the trial rate of side items.

Product modifications are requested on scone, salad and dessert

items.

50

TABLE 7.11

FOOD ITEMS EVER TRIED AND PREFERENCE RATED BY RESPONDENTS

Never 'irieaDislikeFood-Items Tried Like Neutral

Kentucky

Fried-Chicken 92.0 8.0 45.0 46.2 8.7

(98.0) (2.0) (61.2) (36.7) (2.0)

Frenchfries 71.8 28.2 35.5 48.4 16.1

(76.0) (24.0) (38.5) (51.3) (10.3)

Scone 54.1 45.0 20.8 35.4 43.8

(38.0) (62.0) (50.0) (15.0) (35.0)

Salad 51.2 48.8 34.0 36.2 29.8

(48.0) (52.0) (42.3) (26.9) (30.8)

Dessert 27.1 72.9 25.9 51.9 22.2

(18.4) (81.6) (72.7) (18.2) (9.1)

Chicken-

Burger 32.9 67.1 35.5 48.4 16.1

(28.0) (72.0) (50.0) (37.5) (12.5)

Corn 31.8 68.2 36.7 43.3 20.0

(36.0) (64.0) (64.8) (17.6) (17.6)

Base: General market survey 85

In-store survey (51)

Remarks: All figures expressed in percentage

() data from in-store survey, the other from generalmarket survey

Respondents Who Have Heard But Never Visited KFC

48.2 percent of the respondents who have heard about KFC have

never visited the store. The main reasons are: inconvenient

locations (49.4%) and ignorant of store locations (24%) and finally

high pricing (22.8%).

51These reflected that KFC's distribution network should be

diffused to higher consumer flow areas. Promotion efforts should

make KFC store location eye-catching and easy to access. For the

high pricing issue, though it serves KFC positioning as an up-scale

restaurants, we consider the price range of products can be extended

to a lower starting price. Eg. $9 for an ordinary meal and $12 for

chicken meal including fried chicken, salad and drink. This can be

achieved through introducing new product lines to present services so

as to achieve the objective while avoiding inconsistent pricing and

unnecessary interference to the operations.

Respondents Who Have Never Heard Nor Visited KFC

Upon reading the brochure of KFC's products, the respondents gave

the following response on the following aspects of KFC.

Only 5.7 percent of the respondents who have been heard nor tried

KFC showed little interest in KFC's services. This shows KFC's

sercices have certain attractions appealed to general public. How to

manipulate these strengths eg. food variety and promote them to

initiate trial and repeat purchases from customers would be the foci

of the recommendations shortly followed in next chapters.

TABLE 7.12

COMMENTS TO KFC'S SELECTED ASPECTS

BY RESPONDENTS WHO HAVE NEVER HEARD NOR TRIED KFC

Attribute Sex

M F

Age

13-16 17-19

Mnncohnl H Trvnmp

6,000 6,000-10,000 10,000

Price

food

Nut¬

rient

Novel

-ty

a

b

c

d

e

a

b

c

d

e

a

b

c

d

e

a

b

c

d

e

7

2

10

1

1

1

4

5

9

2

3

2

11

4

1

3

5

7

4

2

2

3

5

2

2

2

4

5

2

1

4

6

2

3

3

5

2

5

3

7

3

3

5

4

8

3

2

2

7

6

3

2

3

4

8

3

4

2

8

1

1

5

6

1

1

1

8

4

1

5

6

1

1

4

1

8

3

2

3

4

8

3

2

1

6

7

2

1

6

4

4

3

2

3

4

1

2

4

3

1

1

5

3

1

1

4

4

1

1

2

2

1

2

1

1

Remarks: a - very dissatisfied, e- very satisfied.

TABLE 7.13

REASONS FOR RESPONDENTS' TENDENCY TO VISIT KFC

Reasons Number

Attraction of the food items

Convenient Locations

Fair pricing

13 (50%)

7 (29%)

6 (21%)

53

TABLF 7.14

REASONS FOR RESPONDENTS NOT GOING TO VISIT KFC

Number (%)Reasons

8 (61.5)Inconvenient locations

4 (30.8)Unfair pricing( 7.7)1Unattractive products

65.7 percent of this group of respondents consider that they have

great tendency to try KFC's products because of the strong

attractions of food items (50%), convenient locations (29%) and fair

pricing (21%).

The major reason quoted for not going to KFC is its inconvenient

locations.

These illustrated that in fast food services, convenience of

store locations is a very critical point. Many fast food stores have

suffered from poor location planning and resulted in Waterloo. KFC,

in its development plan, should never limit its focus on increasing

the number of retailing outlets only, the expected customer flow rate

and potential sales volume of a store location must always be

considered first.

The research findings in this chapter are summarized in the next

chapter.

54

CHAPTER VIII

SUMMARY OF RESEARCH FINDINGS

The key question to this research study is whether

Kentucky Fried Chicken has the potential to expand its

market to the young customers between the age of 8 and 19.

The literature review and the research findings can give

some indications to the market potential. Based on the

research surveys and focus group analysis, the findings are

summarized below.

Market Trend

The fast food market has increased by 17 percent in the

business turnover in 1985. It is expected that the growth

rate will last for several years. Mr Michael Chan, the

Director of Administration of Cafe De Coral said that fast

food was more acceptable these few years than ten to fifteen

years ago and the people did not just go for a quick lunch,

but also for breakfast and dinner too. This is a trend in

itself which follows the pattern of the industrialized

nations.

55Popularity of Fast Food

According to the research, everyone aged 8 to 19 has

made at least one purchase in any fast food shop. Since

Hong Kong is a Westernized city, fast food is very

acceptable to the population, especially to the young

people. It is part of the life style for the target group to

go to fast food frequently. The findings of the two

quantitative surveys illustrate that most of them go to a

fast food shop as frequently as at least once a week.

Convenience, popularity of Western food and good taste are

the main motivating forces to push them to consume fast

food.

Purchasing Power

The purchasing power of young people is also

unexpectedly great. Most hobbies they enjoy are expensive,

such as bawling, snooker and electronic computer games.

Although the McDonald's hamburger is expensive, it is

successful in targeting at its young customers. The average

spending for each purchase is $11.92 and $12.89 respectively

for the general market survey and the instore survey.

Attitudes Towards Chicken

Many potential target customers like to eat chicken

and, they have many positive con-ents towards fried chicken.

56Kentucky Fried Chicken's Existing

Customers Satisfaction

The customers' satisfaction can, to a certain extent,

be indicated by the most customers repurchase. If they do

not like Kentucky Fried Chicken, they would not make

repurchase. The excellent, delicious food taste is one of

the big attractions.

Potential among Non Kentucky

Fried Chicken Customers

The main reasons of non Kentucy Fried Chicken

customers for not going to Kentucky Fried Chicken are

inconvenient and unknown store location, not having a

negative comment about the store. The findings may indicate

that the likelihood of the target group to make first trial

in Kentucky Fried Chicken is high.

As a conclusion, it is an opportunity for the

management to expand the target market. The target

customers aged between 8 and 19, who are the core of market,

have even greater market potential than the existing

customers whose age is between 20 and 39.

Before the marketing strategies are proposed, the

management should have a full understanding of the Kentucky

Fried chicken's strengths and weaknesses as implicated in

57this research:

Strenciths of Kentucky Fried Chicken

1. The taste of food is good.

2. Its stores are tidy and clean.

3. The service is efficient.

4. The product range is unique as its main competitors are

specialized in products other than fried chicken.

5. The food offered is perceived to have good nutrition.

6. It has achieved a high awareness level in the target

group.

Weaknesses of Kentucky Fried Chicken

1. The pricing is a little too high.

2. The distribution network is not strong enough.

3. It has a smaller market share than most of its

competitors.

The fast food market is facing numerous threats that

should be taken into consideration for further business

development. The market has developed very rapidly in past

years, but it may stagnant in the near future. In addition,

the competition is fierce and increasingly keen. While

there are entrants in the market, there are also numerous

closures. It is not easy to survive.

As a summary, the children and teenagers are heavy

58consumers of fast food. With high purchasing power,

acceptance of Western food and popularity of fried chicken

among this group of consumers, Kentucky Fried Chicken

should make use of this good opportunity to strengthen

Kentucky Fried Chicken should try its best to improve some

areas including pricing and distribution network.

59

CHAPTER IX

RECOMMENDATIONS

According to the research findings, Kentucky Fried

Chicken has the potential to develop its target market

among children and teenagers aged 9 to 19.

Before the new marketing strategies are planned and

formulated, the business of Kentucky Fried Chicken should be

well defined. Its definition is stated as a chain of fast

food restaurants that offers its customers with efficient

services of specialized American styled fried chicken and a

wide variety of other food items. The general key

objectives of the management are to offer its customers with

good taste, nutritional food in enjoyable eating

environments and promote Kentucky Fried Chicken as a leader

in the fast food industry.

The two main goals of the Kentucky Fried Chicken that

have to be achieved are:

1. To increase its market share to 25% in coming 8 years.

2. To improve its store image as a specialized store of

fried chicken and a place for fun and delicious food.

After the market situation and internal characteristics

of the chain store are carefully analysed, the

recommendations on the marketing mix including pricing,

product, distribution, sales force and promotion are

proposed.

61$3.002. Soup

Two choices: pea sausage soup

Russian vegetable soup

3. New Specially for you set meal $10.90

One piece of chicken+

Small French fries/ small salad+

Small soft drink/coffee/tea

$4.504. Jelly Sundae (Vanilla)

$3.50Jelly only

Vanilla soft ice cream with chocolate dressing $4.00

5. Carlsberg Beer in can $4.00

The introduction of meal box during lunch time provides

convenience not only to the students with full-day schooling

but also to office workers. The meal box package can be

taken away for consumption. Kentucky Fried Chicken can also

gain more business without restricted by the limited store

space. Simultaneously, Kentucky Fried Chicken can gain the

market share from its competitors who are making great

profit from lunch-time business.

Excluding drinks, most present available set meals are

priced between $12.5 and $15.0. The pricing is above the

average of $12.0 among the target customers aged 8 to 19.

In order to keep this group of valuable customers,

Specially for you set meal including a drink and with

competitive price is proposed.

62From the focus-group findings and Seven-Eleven's

experience, ice cream is very welcome by children and

teenagers. This product does not only consist of the

popular soft ice cream but also the unique and special

jelly.

Since fried chicken is perceived to be heaty,

offering beer which is a Western herbal tea for individuals

aged above 15 is a good idea because the Chinese believe

that herbal tea can eliminate the side effect caused by-the

heat. About the package, can is the best choice due to easy

instore operations and carry-away convenience. It seems

that Carlsberg matches more with the high class store image

than the other brands like San Miguel. Thus, Carlsberg is

recommended.

In sumary, it is recommend to introduce more food

items at a more competitive pricing.

63Distribution

The main factor to prevent the people who are aware of

Kentucky Fried Chicken from ever visiting any Kentucky Fried

Chicken store is inconvenient and unknown location which may

be improved by effective advertising and strong distribution

network.

At present, there are four stores located at Jordan,

Causeway Bay, Central and Shatin respectively. A new store

will be opened in Tsim Sha Tsui very soon. In review of

these locations, the Kentucky Fried Chicken management has

already taken the major factors such as the accessibility by

traffic, pedestrian flow and purpose of land use into

consideration. These are also the significant selection

strategies for its competitors such as McDonald and Cafe De

Coral. After evaluation, the main problem may lie on the

small number of branches and insufficient advertising.

The insufficient advertising, in fact, can be improved

easily by placing some appealing advertising in the near by

area to indicate the location of store. For example, in. New

Town Plaza, advertising on light box can be placed near to

the junction between exit of Kowloon-Canton Railway station

and entrance of New Town Plaza to draw the people's

attention and awareness of that Kentucky Fried Chicken

store.

Regarding the distribution network, the number of

branches should be increased, but only with very careful

planning to avoid from the harmful effect of too rapid

64expansion. The satellite towns with rapid urban development

and increasing population may be feasible locations for new

stores. With the existing location selection criteria and

the satellite towns consideration, it is suggested that Tuen

Mum, Tuen Wan, Hung Hum, Kwai Chung and North Point be

advantageous location for future stores.

The newly developed towns where there is not very keen

competition from the other fast food shop yet should be

first priority for new openings than the well established

areas such as North Point.

The cost of hiring a store is also a constraint for

selecting site. It is easy to understand why the existing

stores located in town occupy two floors instead of one. In

fact, the stores located in satellite areas, if possible,

should occupy one floor which will facilitate easier

operations. A part of the store should be designed and

decorated as children's corner for birthday party or

youngsters' gatherings.

In simple words, the distribution network should be

strengthened by opening more branches in convenient

locations.

65Promotion

Promotion is one of the important tools to achieve target market

objectives. It is especially significant for KFC which is still in

the early development stage and has to strive for a higher awareness

level, arouse customers' interests so as to initiate more trial and

repeated purchases.

KFC's efforts in promotion in past years can be summarized in

Table 9.1 attached for reference.

TABLE 9.1

A SUMMARY OF KFC'S PROMOTIONAL EFFORTS FROM 1985 TO 1987

Stage Period Media Messacre

1 May, 86 Print media

(Ming Pao Weekly,

Metropolitan weekly

Yuk Long TV Week,

Fresh Weekly

TV Weekly)

Pressure Cooker

-stress the uniqueness

and specialty of


2 May, 86 Print Media

(same as above)

Sufficient Ingredient

Kentucky Fried Chicken—no! i r«-i one snH rri env

3 September Print Media

(same as above)

11 Herbs Spices

- the uniqueness of


cooked with 11 herbs

SDices— a taste one

won't forciet.

秦毳

4 October Print Media

(all of the above

and Ming Pao

TV Weekly)

Side Items (旎窆耋麓

KFC serves you with

a wide variety of food

5 December In-store Sales Free gifts of cups,

to initiate trial

visits and encouragereDeated consunrrtion

6 March, 87 TV Media, JADE Kentucky Fried ChickenPi nrraro Mi r«Vi rvr

Source: Swire Marketing

Graph 2

Fresh Weekly

(Jr. page colour]

Date

Mav 1428' 1986

PRESSURE COOKER

T Q Clio

255253

密密實實

fiUJi

美，圃肯槲基家鄕雞.採用密密

窠寅之特製高速氣壓瓯烹調而成，

每塊雞件均在氣壓下，以高溫悉心

烹製至外層金黄鬆軟，確保雞肉

外層甘香可口，內層鮮美多汁，

雞味液郁，香噴噴,熱辣辣，

啖啖眞滋味。

肯德基家鄕雞，精選

美國一級腠调上雞，

加入十一種香料，

4

首創之高速氣壓瓯秘方烹調，風味

雋永，爲你帶來前所未有的獨特

好享受。

團體預訂無任歡迎

II

肯襯基家鄕雞。

本餐窳特設電話預

訂服務，各款精美

食譜，即訂即做，

確保新鮮。詳慵

1

肯德基家鄉雞

甘香鮮美啱口味丨

九龍佐敦道金峰商钃地下

40

電話：

電話：

(Oolonel Sanders)


3-687308

5-776917

Graph 3

Metropolitan Weekly

(Jr. page colour)

Date

May 1724, 1986

Issue

141142

fiTTFFTHTENT TNOREDIENTS

斤両十足

肯醒家鄉雞，糖選難

一級藤場上雞，以山德士上校

(Colonel Sanders) 獨特

秘方烹製，雞肉外層金黄

鬆軟，甘香可口，內靥

鮮美多汁，保持傳統 |

的肯德基風味，啖啖香

滑鮮美，件件斤両十足。

事寅上，每件肯德基

家鄕雞均遵照極嚴格的

烹調標準，以十一種香料

調味,並採用密密寅賁的高速

氣壓甑烹製，所以品質及水準

I

圜賭預訂無任歡迎

現在閣下更可於

地點享受到肯拥[基

I

1

‘糖美食譜，即訂即做費

確保新鮮。鲜楠脯與

本細接洽。

肯德基家鄕雞

I

九龍佐敦道金峰商埔地下

40

電話:

電話:

Kentucky Fried Chicken®

3-687308

5-776917

Graph if

11 HERBS + SPICES

陣陣飄香

69

十一種香料，遠照山德士上校

(Colonel Sanders) 首創

之獨特秘方烹明，香料

糖華盡滲入雞肉內履

而不失去其原有鮮味，

陣陣飄香，食趣無窮丨

拷德基家鄕雞，

I08 ―級農楊，襴

上雞，以密密寅實的

高速氣壓觚烹明，保持雞肉

外跚金黃鬆軟，甘香可口，內跚

09

96

現在閣下更可於任何

地黏享受到肯搞[基

家癤雞。本簧廳特股

電話預町級務，各献

補美食猫，即訂即做，

確保新鮮。詳慷拥與

本餐廳接洽。

肯德基家镅雜

甘香鮮美啱口味，

241-24311( 6

011146抬己灞镰鼸環800霤霱6

6

Kentucky Fried Chicken.

3-6873086-776917

6-241820

Graph 5

SIDE ITEMS

艟苗趣集

蒞 9你會有更多好選揮，因爲除镅有斤而

十足、陣陣覼香的拷德基家鄕雞外，

並有其他多軟美味食品，包括新鮮

爽口的菜絲沙雔、營養豐塞的薯仔

沙律、甘香鬆軟的炳鬆蝌、金黃鮮嫩

的香热栗米、想人垂涎的雞柳大漢运

V…18

阖直是黄金陣容。

3

69—

“I

6

保持.外層金黄鬆軟，內賺鮮美9890

團體頊訂無任歡迎30 ，1—1I 111丨||1| I I I I 2330014 ！. 13 3

肯德基家螂雛。

！本簧廳特股電話

,9

食譜，即町即做，

確保新鮮。鲜镳0‘

Kentucky Fried Chicken«

肯籀基家級翔I ：

4610401(1113;0“V 讀額

• AfilflAOPW%JPI: 6-776817

71Apart from the Print and TV Media, the Swire Marketing Company has

also made use of the Poster Ads of the MTR stations that fall within

the catchman area of each KFC store. The message on these Poster Ads

is mainly to reinforce the promotion theme in each stage.

To sum up, we find that the previous promotional efforts are

focused on the taste and strength of the products, especially the

Kentucky Fried Chicken. The carefully planned and decorated KFC

stores and the friendly and courteous sales people are ignored. The

latter can also be the strengths in attracting people who enjoy fast

and delicious fried chicken and appreciate the comfortable eating

environment and friendly services. Moreover, the advertisements did

not pinpoint the sites of the KFC stores in an eye-catching position.

This is undesirable because even the advertisement can initiate the

need of the audience, if they have no idea of the location, their

impulse to try KFC's products would be quickly resolved. Thus, in

arranging the future promotion activities, the good taste of KFC's

products, convenient locations, comfortable environment and friendly

salesforce must be stressed.

Considerations in Promotion Planning

In planning the future promotion strategy, we are concerned with

KFC's business nature, its development stage, the target market

segment and findings drawn from the surveys.

Firstly, Kentucky Fried Chicken, strictly speaking, is a new

product in the fast food industry. From the Product Life Cycle

perspective, it has undergone the most difficult and critical stage of

the embryonic stage. To enable the business to prosper, a more

diffusive and effective promotion campaign is recommended to arouse

72greater public interests in KFC services so as to initiate a higher

trial rate and to retain the market share presently held. A good

promotion campaign will provide KFC a mature base for the 'taking-off'

moment in its subsequent and rapid growing stage of the product life

cycle.

Secondly, marketing plans should be considered with attentions to

the needs and attributes of the target market. In expanding the

target markets to children and youngsters under 19, a special package

will be required. From various studies, children are found to have

great influential power over their parents or guardians. Teenagers

often visit fast food store with their companions and purchase their

own food. Efforts, therefore, should work direct to them: to

initiate their interests in KFC, to stimulate their desire and in turn

influence their parents or friends to purchase from KFC.

Finally, from our survey around the catchman area, it is found

that KFC has achieved 81 percent awareness level which was

substantially resulted from the various promotion efforts. About 50

percent of the respondents ever heard of KFC have not tried KFC

services. The major reasons for this are: 1. they are ignorant of the

store location, 2. they find the locations inconvenient-to them.

These highlighted that promotion campaigns should not only impress

people with its excellent products, the locations of each store should

also be stressed, in particular for those which are not located on the

main roads.

Objectives

The key objectives of the promotion are:

1. to raise the awareness level of KFC's products and store sites,

2. to strengthen KFC's image as a fast food store with rich food

73variety and an eating environment with fun, good taste and style,

3. to promote KFC's trade-mark for easy recognition and recalling,

4. to establish a Public Relations Ambassador to attract the

children customers, and

5. to stimulate first trial and encourage repeat consumption so as to

develop customers' preference to KFC.

The process of developing the market position through promotion

activities are summarized as follows:

Create awareness-- Arouse interests- Stimulate first trial

-- Encourage repeat consumption- Develop Preference to KFC

Strategies

The strategies employed in achieving the objectives can be

categorized into three types namely: advertising, public relations and

sales promotion.

Advertising

Objectives

1. To raise the public awareness level on KFC's products and locations

2. To inform the public with the seasonal sales promotion in stores

3. To outstand the uniqueness and good taste of Kentucky Fried Chicken

4. To impress the target market customers with the friendly,

comfortable environment in each KFC store and its efficient services

Audience

All individual in the target market.

74Messages

The messages of the advertisements would be differentiated in

different media. The major media are TV as one type and print and

poster ads of the MTR stations as another type. The TV ads would be

designed to figure out the strengths of KFC such as its decoration,

excellent services and good taste of the food. In print media, only

one very particular aspect of KFC would be emphasized, and to avoid

the diminishing impressive effects of print media, we suggest KFC

prepare print advertisement of different themes and promote them at

scheduled plan.

A. TV advertisement

Themes: 1. Kentucky Fried Chicken--- it tastes so good that you

just can't resist the fashion in Fingers Nicking Good

2. Seasonal brief: for every big festival events,

advertisements should be seasonalized to cope with the in-store sales

promotion functions such as gift-giving, photo-taking'and etc. These

advertisements should focus on conveying the various sales promotion

incentives to public to induce trial and repeat purchase.

Background: A corner in a KFC store with sort luting, Jagnt music,

comfortable seating and friendly salespeople serving customers with

delicious Kentucky Fried Chicken food items. A group of customers

would be focused and showed their satisfaction with the food and

services. The advertisement slogan would be read out and printed at

the end. To complement, people of different age segments would act as

the focused customers in turn.

75Briefs: Prepare advertisement briefs to draw attention to the

locations of the KFC stores and the sales promotions implemented.

B. Print advertisment

The themes would be focused on: 1. KFC's special and novel'

taste-Fingers Nicking Good, 2. KFC's food variety -Rich in

Nutrients, Fun and Taste, 3. KFC's packaged Party Full Services -A

call would be all that needs 4. KFC's birthday party at store

Kentucky wish you a Happy Birthday.

The advertisements of these themes would be exposed at different

phase of the promotion campaign.

Campaign period

April 1987 to March 1988.

Media

TV, magazines and MTR/KCR stations' poster ads are effective media

to reach the target groups. The media schedule is proposed as:

TABLE 9.2

ADVERTISING CAMPAIGN AND SCHEDULE

Type Name Schedule

TV Jade From April 1 to April 15

June 10 to June 20

July 5 to July 20

August 5 to August 20

October 10 to October 20

December 1 to December 10

February 1 to February 15

A total of three to four spots (20 sec.

each) between 16:00 to 18:30 and 19:30

to 21:00 on each alternate weekdays.

A total of 3-4 spots between 10:00 to

12:00 and 15:00 to 18:00 on Saturday and

Sunday per week.

Magazines Yuk Long TV

Ming Pao TV

Ming Pao Weekly

Children Garden

Idol magazine

From April to May

July to August

December to January 88

Newspaper Teens Weekly From April to August

Poster Ads MTRKCR stations All year round

Advertising schedule:

Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar

TV

Maga¬

zine

news¬

paper

MTR

KCR

77Advertising Agents

The fully packaged services of the TV channel are the economic and

effective means to achieve the advertising programs. Yet, to ensure

good quality products, the marketing officers must clarify the themes

of the advertisements during design and keep tight supervision on the

processing.

The present relationships with agents in the photos-taking and

leaflet and brochure designs would be reinforced. There would be more

new posters and leaflets designed to meet the promotion themes.

Contacts between the advertising designer and scripts-underwriter and

the marketing officer would increase to ensure that products would

net the required standards and timing.

Budgeting

Around $4,000,000 are allocated to support the program.

Public Relations

The public relations section would help to outstared the symbol and

identity of KFC. Customers from 9 to 19 have preference to try new

and interesting products. Their loyalty to purchase or consumption

would develop from their identification to KFC. To establish the point

of identification, a cartoon-like idol' Colonel Fried Chicken'

would be created as the Public Relations Ambassador. HE

would appear in the advertisement and participate actively in the

seasonal sales promotion functions which include photo-taking, sending

greeting cards and etc.

For the long term development consideration and to ensure the

promotion efforts an integrated series, a co-ordination officer would

燒雞將軍

78

be employea.

Post: Coordination Officer

Qualifications: Post secondary or tertiary education with 1-2

years working experience in marketing

administration

1. To coordinate the activities of different sections tcDuties:

implement the promotion campaigns.

2. To liaise with promotion media on the contents and

release of the advertisements.

3. To arrange Colonel Fried Chicken visiting KFC stores

during seasonal promotions.

4. To keep good relations with print media and arrangE

sponsorships in terms of Coupons so as to initiate

trial visits.

Salary: 3,000 to 3,500 per month,

sales promotion

The advertisement and public relations can arouse public interests

in KFC. The sales promotion in each store would, if properly managed,

attract customers from nearby geographical areas and consolidate their

impulse and intentions to try and repurchase from KFC.

Objectives

1. To keep sales promotion in pace with the themes of advertisements.

2. To seasonalize the sales promotion activities with appropriate

decorations and gift-givings so as to initiate new feelings and

impulses from customers to purchase from KFC.

3. To distribute coupons in form of sponsorships for some students

organizations and activities to develop KFC's image to young people.

4. To encourage first trial and repeated consumptions from customers.

Strategies

1. Seasonalize the sales promotion activities.

79

The young people and children, as already discussed, like trying

new things and appreciate changes that bring them new feelings and a

sense of fashion. Therefore, the sales promotion must be designed

with the seasonal mood. These would include in-store decoration,

gift-givings, fun activities and others. The following is the

tentative sales promotion activities to be held on some big holidays.

TABU 9.3

TENTATIVE SALES PROMOTION CAMPAIGN

Period Activities

Children's Day gift-givings: stationery like pencil, rubber

April 4 and 5 upon purchase of a set meal or Jelly Sundae.

Easter Holiday

April 10 to 20 distribute seasonal greeting cards to all

customers upon purchase of a set meal

April 17 to 20 Colonel Fried Chicken would visit each KFC

store to take picture with children and sign

his name on the KFC's greeting cards.

The visiting hours for Colonel Fried Chicken

would be: 11:30- 14:30 and 16:30- 18:30

with one session in each store each day.

April 5 to 20 Store decorations with Easter spirits

Summer Vacations Free soft drink upon purchase of a set meal

July to August Discount on dessert items

Christmas Holiday

December 1 to 31 distribute greeting cards decorate stores

December 23 to 27 Colonel Fried Chicken dressed like Santa

Clause visits each store and take photos with

the children and sign on the cards.

Sponsorships to student organizations and activities

The company can offer some coupons to the Students Travel Bureau.

80

to stimulate the trial and repeat purchase from students. These

coupons would define the type of free services and the expiration date

so that the management people can manipulate the promotion thrusts and

controls.

Valid duringCoupon Items

soft drinks May

July and AugustJelly Sundae

from September to December 15.Soup

3. Reinforce the awareness level on KFC store locations

Since the survey findings reflected that many people, though

showed some interests in KFC's products, have little information on

KFC's store locations. Therefore, KFC should strengthen public

awareness on its store locations. Besides selecting busy sites for

store locations, it should also erect eye-catching road sign with

KFC's international trade mark and infloresent lightings on the main

roads to attract and direct potential customers to visit KFC.

Budgeting

Around one million dollars would be allocated on the sales

promotion.

Summary

In the whole marketing plan, promotion is the area which requires

the largest amount of fund five million dollars. The money would

be worthwhile. In implementing the promotion campaign properly, the

advertisement, public relations and seasonalized sales promotion would

effectively raise the public awareness level on KFC and induce their

interests to try and continue the repeated purchases.

81Yet, promotion is most effective in inducing customers' interests

and desire to buy from KFC. Whether they can be turned into loyal

customers of KFC, it depends heavily on KFC's products and services.

There is no doubt on KFC's high quality and delicious products. The

other area that marketing people now should focus is rendering better

services. How to train KFC people up to serve customers with

excellent manners is the key to success and this will be discussed in

the next section.

82Sales Force

The main business of Kentucky Fried Chicken is made

through retailing. Thus, the sales force focuses on the

sales staff in the stores. Strategies for sales force

should concentrate on improving the quality of staff through

training.

The quality of staff can be measured by their working

efficiency and working attitudes (including punctuality,

absenteeism, diligence and willingness to learn). The

training on courtesy and selling techniques should be taken

place in the initial employment of all sales staff including

the part time workers. Besides smiles and politeness,

active selling techniques is also important training

courses. For example, when a lady comes in to order for a

meal box in lunch time. The sales staff can politely ask

whether she would like to order a drink which costs her only

$1.00 more as special offer. The sales staff should take

initiative to both concern and serve the customers.

However, over enthusiasms should be avoided.

It is not easy to maintain the quality of staff without

enough job motivation which can be achieved by developing a

Kentucky Fried Chicken culture and incentive system. The

staff will have a higher moral if all of them can gain a

commission level though the amount is small after achieving

the sales target of that store. To develop a play hard,

work hard culture can help the staff work happily and thus

83reduce the labor mobility. In order not to project a

high-labor-mobility image to Kentucky Fried Chicken, it is

suggested that the employment advertising be better placed

in mass media than placed outside the store.

The main constraint for expanding retail business is

the limited resources including staff and size of store. It

may be a good idea for the management to consider to boost

up the hot-line business when the competition is not so

keen. That is, a central telephone hot-line system is set

up for both accepting orders and arranging delivery for the.

clients. When delivery is necessary, the extra traveling

expenses will be charged.

As a summary, the main strategy on sales force is to

improve the quality of sales people to attract more

business.

84

CHAPTER X

CONTROL

Since the marketing environment is dynamic and competitive,

regular management review is definitely necessary. The entry of any.

new brand, the price reduction and strategies of competitors, the

change in consumption pattern of consumers and the other external

factors are uncontrollable variables which lead to uncertainty.

Therefore, the proposed marketing plan is flexible and subject to

modification when necessary.

The control job provides the feedback that leads to modifying

marketing strategies. Control plays an important role to guide the

direction of marketing plan and the whole marketing process.

Modification or readjustments should be made as soon as possible when

the progress of the plan is unsatisfactory and, or if market

conditions that form threats or opportunities to the business are

identified.

Objectives

1. To create channels to collect information on market conditions

and feedback from customers and salespeople.

2. To provide means to evaluate the effectiveness of the marketing

programs.

3. To keep informed of the market conditions so as to arrange

modifications in marketing programs for better results.

85

4. To make the marketing programs responsive and flexible to meet

market conditions.

Control Methods

The methods by which marketing programs can be controlled include

the following:

1. Marketing research

KFC should contract outside research company to conduct some

small scale marketing research surveys used to measure the change in

customer's attitudes to KFC, marketing performance of KFC and the

advertising effectiveness. The change in product image can be

quantified in the pre and post advertising tests.

2. Information of market conditions

Syndicated studies on the fast-food industry should be purchased

for reference. These studies would provide data on general market

conditions and compositions of the cored customers. Information on

these areas would shed some lights on the opportunities and

positioning of KFC and is imperative for reference in effective

marketing planning.

3. Feedback from customers and salesforce

Each store should install a suggestion box through which customers

may express their comments, feelings and suggestions to KFC's

services. The salespeople are also requested to report the sales

performance and customers' feedback. An evaluation meeting should be

held fortnightly to analyse the feedback from all sources to assess

the process performance and propose modifications where appropriate.

5. Marketing cost analysis

Regular analysis of expenses and profits on monthly basis is

86required to provide a control to the marketing plan. The data shoulc

be broken down into different accounts to analyse the profitability

which provides a basic ground for the formulation of future plan:

and strategies.

6. Standing committee meeting

A standing committee should hold meeting monthly. The comittee

members should include representatives of each store, the public

relations section and the marketing section. The members would

analyse the feedback and progress of the marketing strategies so as

to recommend modifications in the marketing plan.

Conclusion

There are many supportive findings from researches that KFC has

much potential to expand its target market to people from 9- 19 so

as to enhance profitability.

Such an expansion would demand marketing people to re-orientate

KFC marketing plan to attract new target customers visiting KFC.

From the research findings, we recommend KFC a new'marketing -mix

with: expanded menu variety, extended price range, more diffusive

distribution network, more diffusive promotion campaigns and more

courteous sales services. These are so arranged to achieve the

business objectives of KFC in acquiring more market share, building

up KFC's image and keeping up with the long-term development plan.

It is understood that market conditions are changing

continuously. Planning based on today's information may turn

ineffective tomorrow once market situations differ. Therefore, a

control system is imposed to keep the marketing people informed of

the update infromation and thus, respond to changes effectively to

87achieve the marketing objectives. KFC, in developing its business

healthily, should always be responsive to market conditions and adopt

an on-going and flexible approach in planning its strategies to

attract the target market segment as customers.

88

CHAPTER XI

LIMITATIONS OF THE RESEARCH

The methodology applied to study the present research

is not perfect with the given constraints and limited

resources available. The goal to strive for perfection in

research is never attained. As the others researches, this

research has its own limitations which are analysed as

follows:

1. The small sample size of the two quantitative surveys may

affect the sampling error. However, because of the

limited manpower and time, the proposed sample size is

the maximum attainable limit that can achieved.

2. The selection of samples is limited by the number and

location of the spots where the interviews are taken

place.

3. Because of the younger age, the children aged between 8

and 12 cannot be asked very complicated and sophisticatec

quantitative questions, which in fact may provide useful

information for analysis.

4. Children aged under 8 are also potential customers who

should have been interviewed. However, since they are

too young, conduction of surveys or focus groups among

them is not feasible.

89

5. The information on the influence of children or teenagers

on their parents' purchasing decision is beyond the scope

of this research. Further research is advised to

interview the parents for the youngsters' influential

power.

In addition, certain problems will be met in the

understanding of and in the execution of our strategic

recommendations. These are summarized below:

1. Product

The introduction of new products such as lunch boxes and

soup must be approved by the franchiser in the United

States. However, some of these products are very

localized and Chinese style that they may not be so

easily accepted by the franchiser as the new products may

affect the image of the whole chain under the

multinational business operation.

As more products will be introduced in the store. the

operations management will be more complicated. Better

planning is required, otherwise the efficient service

will be affected.

2. Distribution

It is a problem of cost versus benefit. It is

desirable to set up more branches at convenient and

accessible location, but it may not be so easy to afford

such a high rental expense. Cost is normally positively

corelated with the accessibility of location. The better

the location, the more expensive the rental cost or land

90value the store will be. A less convenient store may

cost less, but the sales turnover may not be so

desirable.

3. Sales forces

As in the other fast food shops, recruitment and training

are problems if the labor mobility is high due to the

foreseeable prospect available in the coriany. It is not

easy to create high loyalty to the store among the sales

forces.

4. Promotion advertising

Again, budgeting is a problem. Promotion and advertising

are very effective but extremely expensive. A total of

$5,000,000 is required to fulfill the proposed plans

given in this report.

Generally speaking, money is the basic problem of the

strategic recommendations. Both people's efforts and money

are the key factors for the successful execution of the

marketing plan. If the management can make full devotion to

Kentucky Fried Chicken store and has full confidence in its

potential in its potential in the domestic market, the.

company should act aggressively to make its dreams come true

and achieve its excellent performance. The outlook of

Kentucky Fried Chicken is promising if the management is

willing to invest in its future development.

91

APPENDIX

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93QUESTIONNAIRE

AGE (13- 19)

Hi, we are the MBA students of the Chinese University o

Hong Kong. We are conducting a research on fast food shop whit

provides self-serviced food to the customers. Please fill ou

the following questionnaire for us. All information will be kep

confidential. Thank you.

1. Which fast food shops have you heard of before?

McDonald Hamburger 1

Cafe de Coral 2

Cafe de Fairwood 3

Burger King 4

Kentucky Fried Chicken 5

Maxim's Fast Food 6

Others (PLEASE SPECIFY)

2. Haw frequent do you go to a fast food shop?

At least once a week 1

2At least once two weeks

At least once a month 3

4At least once 3 months

Less frequent 5

6Never

3a. Which fast food shop do you go most? (SINGLE ANSWER)

1McDonald Hamburger

2Cafe de Coral

3Cafe de Fairwood

4Burger King

5Kentucky Fried Chicken

6Maxim's Fast Food


3b. Why do you go to (ANSWER IN 3a) most? Any other reasons?

Convenient location 1

2Wide menu variety

3Reasonable pricing4Delicious food

5Tidy. place6Efficient service


94

'4. What is the average spending per visit in a fast food shop?

1Under$ 5.00

2$ 5.00- $10.003$10.10- $15.00

4$15.10- $20.005$20.10- $25.00

6More than $25.00

5.) What do you think about fried frozen chicken?

Unfavourable CommentsFavourable Comments

4Too heety1Delicious

5Has frozen taste2Meat is tender

6Not fresh3Crispy skin

Others (Pls. specify)Others (Pls. specify)

If you have heard of Kentucky Fried chicken in Q1, please answer

Q6 to Q12, otherwise go to Q13- Q16

6. Have you ever been to any Kentucky Fried Chicken Store which

is opened last year?

YES- Go to Q8.- Q12

NO- Go to Q7'

7. Why have you never been to Kentucky Fried Chicken Store?

1Location not convenient

2Limited menu variety

3Dislike chicken(

4Priced too high

5Food not delicious

6Crowded environment/not enough seats


8. How many times have.. you ever been to Kentucky Fried Chicken

Store?

1Once

22 to 5 times

3More than 5 times

9. Why do you go to Kentucky Fried Chicken Store?

(Note: you can have more than one answer)

1Convenient location

2Reasonable pricing3Tasty food

4I like chicken

5Efficient service

6Place is tidy

7Comfortable seats

8Classy store decoration

9Recommended by family members

10Recommended by companions


10. Please indicate your opinion on the following attributes of

Kentucky Fried Chicken Store on a 5-point scale.

1 - very dissatisfied

5 - very satisfied

Pricing

Menu variety

Efficient service

Taste of chicken

Tidiness of store

1

1

1

1

1

2

2

2

2

2

3

3

3

3

3

4

4

4

4

4

5

5

5

5

5

(i±) Have you ever tried the following food items offered in

Kentucky Fried Chicken? If yes, please indicate your

preference.

TRIED

BEFORE

NEVER

TRIED

LIKE AVERAGE DISLIKE

Fried chicken

French fries

Biscuit

Salad

Dessert

Chicken fillet

1

1

1

1

1

2

2

2

2

2

1

1

1

1

1

2

2

2

2

2

3

3

3

3

3

burger

Corn

1

1

2

2

1

1

2

2

3

3

12. What don't you like about Kentucky Fried Chicken?

If you have not heard of Kentucky Fried Chicken in Ql, please

read the KFC's brochure and answer 013 - 016.

13. Please indicate your opinion on the following attributes of

Kentucky Fried Chicken Store on a 5-point scale.

1 - very dissatisfied

5 - very satisfied

Pricing

Menu variety

Nutrition

Special food

1

1

1

1

2

2

2

2

3

3

3

3

4

4

4

4

5

5

5

5

14. Now, you have been told that there is Kentucky Fried Chicken

Store, do you think you will make purchase in this store?

Very likely

Quite likely

Quite unlikely

Very unlikely

Go to Q15

Go to Q15

Go to Q16

Go to Q16

1

2

3

4

15. Why do you want to make purchase in Kentucky Fried Chicken?

Reasonable pricing

I like chicken

Convenient location

Menu variety is attractive


1

2

' 3

4

9616. Why don't you want to make purchase in Kentucky Fried

Chicken?

1Priced too high

2Inconvenient location

3I don't like chicken

4Menu variety limited


CLASSIFICATION DATA

HOUSEHOLD INCOMESEX11 Under $6,000M22 $6,000- $10,000F

3Above $10,000

AGE

113 16

217 19

NAME OF SCHOOL:

PLACE OF RESIDENCE

KOWIO EHONG KONG

21Shatin11TsimShaTsui01Sheung Wan

/ Yaumatei

Others12Shamshuipo02Sai Ying Poor

BMongkok03Midlevel

14Wong Tai Sir04Central

15Ngau Tau Kok05Peak

16Kwun Tong06Wanchai

17Homantin07Causeway Bay

08 OthersHappy Valley

09North Point

10Shau Ki Wan

Others

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100

FIELD WORK REPORT

The primary data for the research are collected through both

qualitative and quantitative field work. These works tap the

relevant market information concerning the target market segment.

The time, locations and the respondents' composition in terms

of sex and age are summarized in the following.

A. Qualitative Survey

Number of Groups: Four

Size of Groups: Eight children in each group

Composition: Two groups in boys and two groups in girlsThe children are aged from 8 to 12

Each child can know no more than one

member of the same group.

Time: January 5- 16, 1987.

Locations: Classroom of the group's school

Duration: One hour

B. Quantitative Survey

General Market Survey

Sampling Size: 202

Composition: 106 boys and 96 girls114 aged from 13- 16 and 88 from 17- 19

Time: December 20- 29, 1986.

Locations: MTR and busy sites that fall into each

Kentucky Fried Chicken shop catchman area

Instore Survey

Sampling Size 51

Composition: 25 boys and 26 girls22 aged from 13 -16 and 29 from 17 -19

Time: January 15- 18, 1987.

Location: Kentucky Fried Chicken Shatin Shop

101

APPENDIX 4

COMPUTER TABULATIONS

102

GENERAL MARKET SURVEY'

VARIA3lc LABELS H6AR01 EViiR HcARO OF MCDONALDH EAR02 'EVER HEARD OF CAFE D6 CORALHEAR03 'cVtR HEARu GF CAFE Oc FAIRWGGQH cARD4~ EVER HEARD OF' oLiftGEPXINGr —

HEAR05 'EVER HEARD GF KENTUCKY FRIED CHICKENHEARD6 'EVER HEARD GF MAXIM '

FREV 'FREQUENCY GF VISITING FAST FOOD T n R f •

FFSV FAST FOOD STORE MOST GFIcN VISll-O'RQFVI R EASQN 1 FOR VISITING THE FAVORITE STOREROFV2 'REASON 2 FOR VISITING THE FAVORITE STORER0FV3 REASON 3 FOR VISITING THE FAVGRITF STDRF•

TTOFV4 REASQN~~ 4~~FOR VTSTTTNG~TTTE~FAYURTTE STORE 'SPV 'SPENDING PER VISIT TO FAST FOOD STOREFTOCI FEELING I TO FRIED CHICKENFTOC2 'FEELING 2 TO FRIED CHICKENFTGC3 Fb-LING 3 TO FRIED CHICKENFTQC 4 'FEELING 4 TO FRIED CHICKENIFVK EVER VISITED KENTUCKY FRIED CHICKEN OR NOT

Ins i

CHINESE UN IV • OF HONG KONG IBM 4381 MVSSP R3.8

WNOT1 REASON 1 FOR BEING HEARD BUT NOT VISITED KFC IWN0T2 REASON 2 FOR BEING HEARD BUT NOT VISITED KFC

f_vxsii s__ev_er made to kfc IWVIST1 'REASON I FOR VISITING KFCIWVIST2 'REASON 2 FOR VISITING KFCWVIST3 'REASON 3 FOR VISITING KFC

WIST 'REASON 4 FOR VISITING KFC'PRICt 'COMMENT TG KFC PRICINGFOOD COMMENT TO THE FOOD VARIETY IN KFCEFFIC COMMENT TO KFC EFFICIENCY OF SERVICES

— TASTE COMMENT TO THE TASTE OF KENTUCKY FRIFD CHICK FN

CLEAN COMMENT TO KFC STORE CLEANLINESSCHICK1 IF EVER TRIED KENTUCKY FRIED CHICKENCHICK2 COMMENT TO KENTUCKY FRIED CHICKEN

FRIESI TF EVER TRIED KENTUCKY FRENCH FRIFS'FRI6S2 'COMMENT TO KENTUCKY FRENCH FRIESCAKE 1 IF EVER TRIED KENTUCKY CAKECAKE2 COMMENT TG KENTUCKY CAKE

SALAD1 'IF EVER TRIED KENTUCKY SAI AD'SALAD2 COMMENT TO KENTUCKY SALADDESSERTI IF EVER TRIED KENTUCKY DESSERTDESS5RT2 'COMMENT TO KENTUCKY OESSERT

KENCH1 'IF FVFR TRTFO KENTUCKY f.HIf.KFN HAMRURSFRKENCH2 'COMMENT TO KENTUCKY CHICKEN HAMBURGERCORNI IF EVER TRIED KENTUCKY CORNCORN2 COMMENT TO KENTUCKY CORN

NQPRICE 'COMMENT ON KFC PRICING BY PEOPLE IGNORANT QFKFC'

NOFOOD 'COMMENT ON KFC FOOD BY PEOPLE IGNORANT QFKFCNONUT COMMENT ON KFC NUTRITIONBY PEOPLE IGNORANT OF KFC

NOSPE COMMENT ON KFC MENU APPEALSfiQNQT 'IF PFOP1 F IGNORANT OF KFC WOUID GO AFTFRWARDS'—

WHYGOI REASON I FOR PEOPLE IGNORANT OF KFC VISIT KFCWHYG02 REASON 2 FOR PEOPLE IGNORANT OF KFC VISIT KFCWHYN°T •REASON OF PEOPLE IGNORANT OF KFC NOT VISIT KFCRESA RESIDENTIAL ARFA OF RFSPflNnFwT

MISSING VALUES HEARD1 TO WVIST3 (9)WIST (99)PRICE TO STATUS (9)RFSA (99)

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CHI-SQUARE

2 5.0600 A

D.F, S IGNIFICANCE MIN E.F. r CI I C UTTU C C c;

ft n . n m 5 1-757 9 OF

WITH INCOMEWITH TASTEn c ocuncMTSTATIST IC cvmmcto rr

LAMB0AUNCERTAINTY COEFFICIENTSOME RS' 0ETA

STATISTIC

0.179780.16038

0.113640.14112

0VT26T2

T R AM FR f ?

CONTINGENCY COEFFICIENTKENDALL'S TAU BKENDALL'S TAU CPEARSON'S RGAMMA -

J AI (IF

0.423080.51344O.I2Tm~0.126730.124510.16547

Q TCW T F IT ANT F

0.244440.18572

757TT4Sr_n Q7 1

0.12200.12200.1522

i _

—» — M ff £S I J |

TASTE COMMENT TO THE TASTE OF KENTUCKY FRI ED Ccontrolling; fort;

STATUS

U L A T I C

~rrccoMF~COUN

TASTE i

3

A

1

1

ROW

3

I14-3

rA 1 O

COLUMN,TOTAL

228.6

__2._78.6

3,.5 . Q

I-

Ii n n _ n

CHI-SQUAR.I n _ it _ S Tfi N T FTTANr F

6.22222 4 0.1832 O - 286 q nc

ST AT 1ST IC CVMMCTOTfWITH TASTE WITH INCOME

LAMBOAUNCERTAINTY COEFFICIENTSOME RS• 0

ETA ...

0.500000.51210O.00000

0.500000.531160.00000

0.500000.494360.000000.56011

STATISTIC VALUE

W t V V I A. V

; TGNTF Tr AMf.P

CRAMER'S VCONTINGENCY COEFFICIENT

I KENDALL'S TAU BJKEND_ALL! S TAU. C

PEAR SON' S RUGAMMA

0.666670.685990.00000

. 0.00000__0.000000.00000

0.5000

TACTE-------------- C R a S S T

r nuu r~ r. i r m t ur t rr r nc v r - mt » » • tra r r- ri 1 I A T T i

—CONTROLLING FOPSTATUS

uY IhLL

COUNINCUMb

ROW

TASTEc

•I-I ]t inn _ r

COLUMhrnTAi

+

1i nn _ r

+

]

i w i nu w v « w A w v » v

NUMBER OF MISSING OBSERVATIONS = 1 ?A

RR4• ;» • ' , -'' : .i V-i

------------- r r r

CLEAN ClrriMToni i tkip cno

J L AT I 0

,4'1.

ROW

31 wW-

8

13

36

10

rni iimn 2 23 23

U

72

r PI I S UTTH P -P- q

11 Ul 13 I 73T3TT

PRICECONT ROLLING FOR

INCOME

COMMENT TO KFC PRICING BY AGE

VALUE = I.

COUNTAGE

PRICE

ROWTOTAL

1

2

3

Jk

5

3

1Q«JL

932.1

46.4

2L_7.1

1

3_._6_

28100.0

1 2

1

6

7

1

2

6

3

2

COLUMN 13 15TOTAL 46.4 53.6

CHI-SQUARE O.F.

A.2 892 8 4

S IGNIFICANCE MIN E.F.

0.3683

SJAXISXTC

fLAMBOA'UNCERTAINTY COEFFICIENTISOMERS D

STATISTIC

OKv vCRAMER'S VCONTINGENCY COEFFICIENTKfcND'ALL S TAU B

KENOALL'S TAU Cfee ARSON'S R'MAMMA

0.464 8 OF To ( 80•OX)

WITH AGEDEPENDENT

WITH PRICEDEPENDENTSYMMETRIC

0.107140.09942

-0.05714

0.00000

0.07679 _-0.06667

0.00853

0.230770.14098

-0.050000.39139

SIGNIFICANCEVALUE

0.391390.36447

-0.05774-0.06633-0.00853-0.09774

U.3738T-0.37380.4828

XR4iTHE CHINESE UN IV

n c unwr.-Kniurr .£ rm •MVSSP R3.R

CELLS WITH E•F• 5

•-v-----.

WUN

AGE

ROWT n T .

1

2

3

3

7 I 1350.C

4 1 T7 5-Q

__1 7 3.

COLUMNTFIT Af

15«;7 - 7

11

I L • 5h

26

CHI-SQUARE

3.00895

D.F.

3

SIGNIFICANCE

n a on 1 _ 9 AC

STATISTIC

i t cu7 g

WITH PRICE

8 ( 75.0

WITH AGE

LAMBDA x._UNCERTAINTY COEFFICIENTSOMERS' 0ETA

Q.Q4J.670 .08393n _ ? y i

__ 0.00000_0.065S20.26061

0.09091_0.115770. 1955

TiTTTTr —VTAi lie

Um£ DtJUU

f R AM FR S V

CONTINGENCY COEFFICIENTKENDALL'S TAU BKENDALL'S TAU CPEARSOfL!_S R

G'AHHA

0.3A0190.322060.225690.2 54-0.25800

mrrmr

0.11360.1136

05 FEB 87,;00?Sfrs50

RR4i V? i,Pll

ronCCTAttlll ATTHM HP

PRICE COMMENT TO KFC PRICINGCONTROLLING FOR•

INCOME

PRIC E

COUNT~7VGE~

RONTOTAL~

1

2

~T~

4

2

5

JLI

1

3

2

3

115

830 • 8

TZ~46.2

311.

COLUMNTOTAL

1557 ml

1142. 3

261000

CHI-SQUARE O.F • SIGNIFICANCE MIN E.F. CELLS WITH E.F. 5

090606 3 0.8240 1.269 6 OF 8 C 75.0%)

STATISTIC SYMMETRIC_WJJLH PRICE,

OEPENOENT_WITH_.AGE

DEPENDENT

LAMB DAUNCERTAINTYSOME RS• DETA

COEFFICIENT0.040000.018270.13846

0.0QQ_QQ_0.014240.163640.15327

n.09091

0.025460.120000.18668

SIGNIFICANCEVALUESTATISTIC

CRAMER'S VCONTINGENCY COEFFICIENTKENDALL'S TAU BKENDALL'S TAU CPEARSON'S R .....

GAMMA

0.186680.183510.140130.159760.153270.24324

0.22640.2264

jQ.-Z2_7it_

NUMBER OF MISSING OBSERVATIONS = 122

05 FEB 8 7I a !?? 4Ti i rr iT Aft c -

ROOD CO MM ICONS ROLLING FOR .

V ft I ! IF = 1.

a r r

ROW

1

2

~T

_4

~T

1

-r

y

-

3

II39.3

ar28.6

4_

2

COLUMNTOTAL

13 15

»

28mn.n

MIN F - F- CELLS WITH E•F. 5

0-626 8 OF 10 ( 80.0%

WITH FOOC WITH AGEOFP FMHFNT

LAMBDAUNCERTAINTY COEFFICIENTSOME R5f ~D

0.166670.05250

—rrrriTTTTT

0.117650.038920.10252

0.230770.080640.070180.32864

crr.MTcrfuiri:

CRAMER'S VCONTINGENCY C0EFFICIEN1K E N D ALIT S~T AU ~BKENDALL'S TAU CPEARSON'S R

0.328640.31221

~D.UBW0.102040.054930. 13514

0.3HTB0.31480.3906

FOOD .... COMMJENJL .CONTROLLING FOR.

INCOME

COUNT

FOOD1

2

3

5

1

2

3

fl

1

2

6

3

I3.B

15.

93.6

1 1

2.3

1

COLUMNTOTAL

1557.1

1142.3

26100.0

CHI-SQUARE O.F. SIGNIFICANCE MIN E.F. CELLS WITH E.F. 5

•77025 0.3117 0.23 8 OF 10 I 80.0%)

STATISTIC SYMMETRICWITH FOOOOFPFNDENT

WITH AGEDEPENDENT

LAMBDA . 'UNCERTAINTY COEFFICIENT

SOWERS'? 0

ETAm

0.230770.10906

0.200000.08379

0.272730.15617

-0.21883. -0.26061; 0.1695

-0.188600.283

cjBBwKfiiyJp.| ?T|T''T'S|W'fcrffi LVALUE- SICNTFTCANCF

XRAKS!t£SgH|':

K E NO ALL SifARSON'S RGAMMA

ffiss JfrT: jr ., 'YCTSe

eeiits-0.1695?:-0-3613

bH720.11720.200

05 FEB 87 RR00:5:50 THE CHINESE UNIV. OF HONG KONG.IBM 381.

V-'

MVSSP R3.0_.—--,—«..au.«v.•—...•—A%4

NC0M6

COUNT

1

2

~T

4

5

1

4

T

4

1

7

6

~3

2

13.8

1038.5

W30.8

67371

13.8

COLUMNTOTAL

1557.7

1142.3

26100.0

D.F. SIGNIFICANCE MIN E.F. CELLS WITH E.F. 5

3.02283 4 0.5540 n .423 9 OF 10 C 90.0%)

STATISTIC SYMMFTRICWITH FOODn FPFNnPNT

WITH AGEnCDCMnCMT

LAH30AaggrgOTATMTY f flFFFT C T FNT

0.11111,_a.0.7_L95_

-0.17910

0.06250__CL.X 5 4 5A-0.21818

n.18943

0.18182Q«JJ35_6A_-0.15190

n-3409 7

STATISTIC- VALUE crr.HTCTf Awrc

CRAMER'S V •

XQNLINGECX-CQ EFFICIENT-KENDALL'S TAU BKENDALL'S TAU CPEARSON'S RGAMMA

0.34097_Q_.32273-0.18205-0.21302-0.18943-n-

0. 16280.16280.1770

00 0 00 0 7aa:S4:50

000rur= rt-t .

ivV FFFfC CilMMf

.» HULLING FUR . «

INCOME

C0UN1A b E

1 2

ROWT nr ai

4

310.7

—nr~35.7

828.6

310.7

1

2

~3~

4

5

COLUMN 13 15 28TOTAL 46.4 53.6 100.0

2 2

12

4 6

4

1 2

CELLS WITH E.F. 5MIN E.F.SIGNIFICANCE

0.9204 I.393 9 OF 10 C 90.0£)

WITH EFFICOEPENOENT

WITH AGEDEPENDENTSYMMETRIC

4

D.F.5oh£-square

€092855

STATISTIC

i LAMBDAUNCERTAINTY COEFFICIENTSOME RS • oeta

STATISTIC

-CRAMERS V

iLLSCTAS°§FFICIENTKENDALL S TAU CPEAR SON S R

JGAMI1A

0.182110.179160.071120.086730.084870«11565

V A L UE

0.032260._01144l_0.06967

0.00000_0_.01L32L

0.087180.08487

SIGNIFICANCE

0.07692Q...Q.242 9„0.058020.18211

0.34210.34210.3338

EFFIC COMMENT TO KFCONTROL L IMG FUn V

INCOME

COUNT

EFFI (1

2

5

4

5

m—-

1

3

6

tx.

1

1

4

L.

2

13,8

415.4

H5—385

830.8

311.5

COLUMN 15 11 26TOTAL 57.7 42.3 100.0

CHI-SQUARE

2.16929

O.F • SIGNIFICANCE

0.7047

MIN E.F.

0.423

r CM C UTTU c c c

o nc i n t on n v 1

STATISTIC symmetricWITH EFFICnppPMnPNT

WITH AGEOFPFNDFNT

LAMBDAIN C P RT A T NT Y CflFFFT CTFNT

SOME RS Ov. ; VETA

0.037040.04743_0.24510

0.00000Q.Q3532_0.303030.28399

0.09091i). 072190.205760.28885

STATJStilC VALUE q mM t p rCAMf p

;0«?77«n

teilfi

0.08690.08690.0799

-------------------- CROSSTABULA T I O N OFOOD COMMENT TO THE FOOD VARIETY IN KFC BY INCOME

CONTROLLING FOR..STATUS VALUE = • 1.

r Mr n m p

countROW

FOOD1

2

~3

_4

5

3

1 2

1(

I

3

1

7

fl 8

II

2 1 i

5

2027.8

2331.9

27.8

4C_ A

COLUMN 26 23 23 72TOTAL 36.1 31.9 31.9 100.0

CHI-SQUARE D.F.

8.31921 8

SIGNIFICANCE

0.4029

MIN E.F.

1 .278

r ci i c uttu ;

f f)F THE i 7To—o V 1—

STATISTIC SYMMETRICWITH FOOCnPPPNDPNI

WITH INCOME

LAMBDAUNCERTAINTY COEFFICIENTSOME AS DETA

0.126320.04718

0.10242

0.102040.04179

OVIoTBT17

0.152170.054170.09754

STATISTIC VAI IIP SIGNIFICANCE

CRAM ER S VCONTINGENCY COEFFICIENT

KHNITALL'S TAU BKENOALL S TAU C

fcPEAR SON SJfr'feCAMH A

0.240360.321830.102350.107640.113530.14396

0.15840.15840.1712

MVSCP o_«

00:5501 THE CHINESE UNIVm OF HONG KONG IBM 43 81 Ml:? ft - ft

FOOD CCIMMFNT TO THE FOOD VARIETY IN KFC BY INCOMECONT RULLTNGUrR

STATUS VALUE = 2.

INCOME-COUNT

ROWTflTAI

F0002

3

4

T

I

I

~2

1

T

-J

3 571.4

I14.3

]—

14.3

—COLUMN.TOTAL

228.6

22EV6

3_42 • 9 100.0

CHI-SQUARE D.F. SIGNIFICANCE MIN E.F. CELLS WITH E.F. 5

5.60000 4 0.2311 0.286 9 OF 9 (100.0%)

STATISTIC SYMMETRICWTTfl FOOD

DEPENOENTWITH INCOMEDEPENOENT

LAMB OAUNCERTAINTY COEFFICIENTSOME RS 0ETA

0.333330.42684

-0.37037

0.000000.50260

-0.31250n- «:;71 77

0.500000.37093

-0.45455

STATISTIC VALUE SIGNIFICANCE

CRAMER'S VCONTINGENCY COEFFICIENTKENDALL'S TAU BKENDALL'S JAU_.CPEARSON'S RGAMMA

0.632t60.66667

-0.37689

-i5. 30612_-0.33634-0.55556

0.2304

7 ??4)! • C C»l I T i-J C LJ T HJ CZ C£T A f t D C 1_~I A? DA? T a JLt A. ZZ Q 1 AffC CD D 2 O

Fnnn commfnt rn thf Fnnn varifty tm kff ry tnitimf

CONTROLLING FOFSTATUS VAI HP = -

F000

COUNTINLUHt

ROWTOT Al

3 I

a

1inn.n

COLUMNTOTAL

I100.0

I1 00.0

ess STATIS TICS C ANNU1 BE CUM FUTCD WHbN I Hb NUMBER Uh NUN-bMP IY KUWS UR CULTJM NS IS UNb »


HfiplCULKV4. r • .cC- rwfLtrv u A LVCy £?• j c4 _

«?• ---------- CROSSTABULA T I ON O

TMT nw

2

c

5

j

c

d n

8ii i

T

li

8

COLUMNTOTAL

26-1

231.

2331.9

lit.

7;i nn i

CHI-SQUARE O.F. c ir.Nt p tr antp

5729 431 ~5~ ~TiTmr7—

STATISTIC

JL • 7 1 I

WITH EFFIC

15 ( 60.01

LAMBDAUNCERTAI NT Y COEFFICIENTSOMERS DPTA

STATISTIC

CRAMER'S V, CONTINGENCY COEFFICIENT

iRfcNU ALL'S ! AU~BfefcENDALL'S TAU C$ffEARSON' S R

1£mma_II

0.046510.02977

VA1 IK

0.191740.261720.114U f0.117480.15396

0.000000.02653n. 1 1 7AH—

U.I54:b

U. 13320.1332n-OQ83

0.086960.033920.11057

COUNTINCOME

ROWXOTAL

EFFI C

COLUMNTOTAL

CHI-SQUARE D.F. SIGNIFICANCE MIN E« F. CELLS WITH E.F. 5

6. 12 500 6 0.4093 0.286 12 OF

WITH EFFIC

12 C100.0%)

WITH INCOMESTATISTIC SYMMETRIC DEPENDENT DEPENDENT

0-28571 n-nnono Q.5QQQQLAMBDAUNCERTAINTY C0EFFICIEN1SOME RSf DETA

0.43433-0.70968

0.42026-0.68750

0.73449

0.44937-0.73333

0.76696

STAT I5TIC VALUE SIGNIFICANCE

CRAM ER1S—VCONT INGENCY COEFFICIENTKEND ALL f S TAU BKEND ALL•S TAU CPEAR SON S RGAMMA

0.66144

0.68313-0.71005-0.67347-0.72334-1.00000

0.0331

05 FEB 8700:5 5:02

RR 4THE CHINESE UNIV. OF HONG KONG IBM 4381 MVSSP R3.8

05 FEB 3700:55: OZ_

' i. 2- yRR4 , . 1 7THE CHINESE UNIV« 7F HONG KONG IBM 4331

r v ' 'lllCCD D

y • ':X1 , ; _ . '------ - - -- -- -- -- -- - uk u a

FFFTC mMMFMT Tfl KFf FFFff rFWfY OP SPPtTrPV t;« I X u

nv . rurriMF

CONTROLLING FOR.STATUS

A? ' 'VALUE =

COUNT—[INCOME

ROWTOTAL

EFFIC—Z

1 1L 1[ 100.0

COLUMNTOTAL

1100.0

I100.0

STTrrrsnrrcs lannui be cumhuieu when ihl numblk uf non-emptt rows uk columns is one —

NUMBER OF MISSING OBSERVATIONS 122

w — r- Coo:5 50

FFFff r n MMcr r l V w-CONTROLLINGFOR

INC (IMF

ft r c

COUNT

FFF I C

ROWTOTAI

I

T

I 13.8

2

3 ~T~

2 277

A 1350.0

A c: 2 7

25.9

5 2 1 3115

COLUMNTOTAL

1557.7

II42.3

26100.0

CHI-SQUARE n-F- SIGNIFICANCE MIN E.F. CELLS WITH E.F. 5

~£TT7Frr~ ~zr 0.3923 0.423 8 OF 10 t ao.o

STATISTIC SYMMETRICWITH EFFICOEPENOENT

WITH AGEDEPENDENT

LAMBDAUNCERTAINTY COEFFICIENTSOME RS ' Ufta

0.083320.104 11

-0.19121

0.000000.07994

-0.224240. 15339

0.I 81 8 20.149220.166 670.40094

STAT 1ST IC _ VALUE SIGNIFICANCE

CRAMER'S VCONTINGENCY COEFFICIENTKEND AULA'S TAU BKENDALL'S TAU CPEARSON'S RGAMMA

0.400940.37214

-0.19332-0.21893-0.15339

-0.3333 3_

0. 14950. 14950.2272

05 FEO Q 7 RR400:5 4:50 T HE CH L Nt V t i •„„ OF HONG nOG IBM 4 3 8 »

T

CDNT ,

I?.

.

CO?'-FOR •

COUNTAGE

ROWTOTAL

TAST E1 1

2

13.7

4 6 1037 -

~3

4

3

_2

-

A.

318.3

622.2~

54

3 1 2 518.5

COLUMNTOTAL

1348.1

1451.9

r

21100.0

CHI-SQUARE O.F. SIGNIFICANCE MIN E.F. CELLS WITH E•F• 5

2.43297 4 0.6567 0.481 9 OF— 10 90.01

STATISTIC SYMMETRIC

WITH TASTE

..DEPENDENT

WITH AGEDEPENDENT

LAMBDAUNCE RIAINJ_Y_X.O£FLEJLC JLEJNTSOMERS' DETA

0.100000.04903

-0.00883

0.00000Q.Q3623

—0.010990.00454

0.230770.0758 0__

-0.007380.30018

STATISTIC. VALUE S I GN I FICANCE

CRAMER'S VCONT INGE-NCJLX-Qi:FFIC LE.NJKENDALL'S TAU BKENDALL'S TAU CPEARSON'S RGAMMA . ...

0.30018

0.975 1-0.00901-0.01097-0.00454

0 .01449

0.47990.47990.4910

CONTASTE

IT PULL INIncomf

rnuN

TAST E

AGE

. . C OHM EGa Faa_ _

R 0 WT t T A •

i

3 I A

4 6

C

1

.0_

1248.0

JO40.0

2_8.0

25100.0

COLUMNTOTAL

14-D

11

CHI-SOUARE O.F. s TfiNrf rr antf

7.40R01 3 n.4Q71

St ATTS T T f cvuucfoT_ W LIH—IASTJEr r—o r~ m. » r • T

b i 6L • I)

WITH AQE

LAMBDAUNCERTAINTY COEFFICIENTSOMERS' 0ETA

Q«16661.0.064240.26316

_Qjfc 153850.053110.29221

0.081270.23936

STATIST TC AA3 13F rcw re tt a wrc

CRAMER'S VCONTINGENCY COEFFICIENTKENOALL'S TAU BKENDALL'S TAU CPEARSON'S RGAMMA

0.110360.296410.264470.208000.27195

0.08770.0877

05 FEB 700:54:50

RR. 4THE CHINESE U h HONG K (INC. I tiM 4 3 8 i

I. i U } U llT A S T F rnMMFiMi . i , .. f A s T F HP RFNTllfKY PPTPfl f RV

CONTROL: FOPINCUMfc VALUE =

COUNTAGE

ROWTflTAl

TASTE~rr 2T

1

2

3

4

5

1 I

2

4 6

?

5

27.7

27.7

FD38 - 5

7

26.9

519.2

COLUMNTOTAL

1557.7

1142.3

26100.0


8.26597 ~4 0.0823 0 • 846 9~~0F 10 I 90.03

STATISTIC SYMMETRICWITH TASTE WITH AGEDFPFNDF NT DEPENDENT

LAMBDA_ UNCE BLA.INTJLJuHEJEJEJ JCJUELNi

SOMERS' DETA

0.18519019683

-0.45631

0.06250Q.14522

-0.569700.46441

0.363640.30535

-0.380570.56385

.STATISTIC. VALUI SIGNIFICANCE

CRAMER'S VCONTINGENCY COEFFICIENTKEND ALL TATTBKENDALL'S TAU CPEARSON'S RGAMMA

0.56385n AO1 1q

~0. 46563-0.55621-0.46441

_-0.72308_

0.00540.00540.0084

»

05 f?fJ t 7 ??4

— — — — — — — — — — —— — - »( -i s -j ; A J N OFCLEAN _ COMMENT TO , uKL: t •, ioS di

CONTROLLING FUR..INCOME VALUE = I.

AGP

C0UN1

CLEAN

ROW

2

310.7

517.9

13

5

1

«

C

2

l

D

I A.

COLUMNTOTAL

13AG .

1553.6

28mn.n

CHI-SQUARE D.F. S IGNIFICANCE

P.H 9 7 S 7 —ZT ~fT7r7n

STATISTICCVMMCTD T r

WITH CLEAN WITH AGE

LAMBDAUNCERTAINTYSOME RS' DFT A

rncccrrtpm0.1071A0.05168

TT-OA P AA

0.000000.038590.05128

0.230770.078200.03671Tn_ 71 a q

STATISTIC

W W W • f

f R AM FR• S V

CONTINGENCY COEFFICIENTKENO ALLT3 TAU ITKENDALL'S TAU CPEARSON'S RGAMM A

0.321690.30623

—0~i 03 1 10.051020.02751n- mnu?

U.AU350 • A 0 3 50.67

05 FEB 8 700:54:50

RR4

TJM-QJJ1_NCS $r R3»e

— ~ — ~ - — — V. K

CLEAN COMMENT TO KFC STORE CLE A ML I NESSCONTROLLING FUR..

INCOME

f R D S S T A R U ! A T T n N n F

i i T~r L—

VALUE =

COUNT~age

ROWTOTAI

CLEAN1 I i

3 .8

2 3 311.5

3 1 3 415.4

__A 8 7 L5_57.7

5 2 1 3_1JL.5_

COLUMNTOTAL

1557.7

1142.3

k

26100.0

CHI-SQUARE O.F. SIGNIFICANCE MIN E.F. CELLS WITH E•F• 5

4.90060 4 0.2976 0.423 8 OF 10 ( 80.021

STATISTIC. SYMMETRIC

WITH CLEANDFPFNDFNT

1U I ou • u

WITH AGEDFP FNOFNT


0.090910.12847.0.08579

0.00000__0.09984:

0.09697n.iftnifl

0.18182_0.18011„._

0.076920.43415

STATISTIC_ VALUE SIGNIFICANCE

CRAMER'S VCONTINGENCY COEFFICIENTKENDALL'S TAU BKENDALL'S TAU CPEARSON'S RGAMMA

0.434150.3_982_40.086370.094670.180180.15385

0.32150.32150. 1892

05 FEB Q 7 RR400:54:50 THE

COMMENT TO KFC STORE CLEANLINESSCLEANCONTROLLING

INCOMEFORi

COUNTAGE

CLEAN

ROWTOTAL

CROSSTAB U ! A r I 0 M 0 F

VALUE

27.7

1038.5

IT)30.5

415. 4~

26100.0

2

3

T

5

~T Z

1

55

I

A

I3

COLUMN 15 11TOTAL 57.7 42.3

CHI-SQUARE D.F. S IGNIFICANCE MIN E.F.

0.80364 3 0.9486 0.846 6 OF 8 ( 75.0%)

CELLS WITH E.F. 5

WITH AGEDEPENDENT

WITH CLEANDEPENDENTSYMMETRIC

0.062500 • 0 13 10

-0.181820. 16483

__0. Q0_0000.02347

-0.131580.17581

SIGNIFICANCE

.. 0.03704 _0.01682

-0.15267

~TATUE~

0.20380.20380.2105

__0. 175810.17315

-0.15467-0.17751

STAT 1STIC

LAMBDAUNCERTAINTY COEFFICIENTSOME RS• DETA

STATISTIC

CRAMER'S .Y_CONTINGENCY COEFFICIENTKENDALL'S TAU BKENDALL'S TAU C

.PEAR SO NTS RGAMMA


05 FEB 8?01:23: LEt.

RR6... THE . CHINESE l'?' T OF. HnNC y ONG J VH... 4 3..0 I R3m 8

NOPRICE COMMENT UN KFC PRICING BY PEOPLE IGNGRAN ... . _ BY STATUS..

STATUS

COUNT

NOPRICEI

_2_

3

4

5

0

1

I

9

12

3

3

2

JL

2

ROWTOTAL

925.7

5_14.3

15_42._9

38.6

38.6

COLUMNTOTAL

12.9

3188.6

30.6

_35100.0

CHI-SQUARE . D.F._. SIGNIFICANCE. MIN E.F. CELLS WITH E.F. 5

4.16487 8 0.8419 0.086 13 OF 15 ( 86.7%)

STATISTIC SYMMETRICWITH NOPRICEDEPEN06NT

WITH STATUSDEPENDENT

LAMBDAUNCERTAINTY COEFFICIENTSOME RS • DETA

0.000000.08645

-0.01062

0.000000.05607

-0.023620.06058 _

0.000000.18860

-0.006850.19803 __


CRAM ER S VCONTINGENCY COEFFICIENTKENDALL S TAU BKEND ALL•S TAU CPEAR SON S Rfi A MMA

0.243920.32610

-0.01272-0.00735-0.01429-0.03529

0.46740.46740.4675


CS f tzJ 7 KKCfOl : 2 3; 1 5 THE CH

wncnnn rnm

r m if

NOFOOf

_

2.

~ 17 •

26.

1-T JL• 4

7

+ + + +

COLUMN I 3Q 3 33

CH f-SOUAR n.P .

A.ins;(

;t at t qt r r

LAMB OAUNCERTAINTY COEFFICIENSOME RS• 0PTA

QT AT T'vT IT

U•Ll

—uttu wncnrif

15 C 80.0%]

0.08333O.1O01S

0.1000C0.0709C

0.000000.22822

CRAMER'S VCONTINGENCY COEFFICIENTKENOALL'S TAU DKE NO ALL' 3_TAU_CPEARSON'S RC. A Mi MA

0.30A510.395520.00000 0.5000


0.07681

05 F= E3 3Ol:23:JL5 __

RRTHL r~t~i r aj£= cr a ri n c k riKirz tum a si MX c CP PI.

- -• A A 'AJ «• J « • tfM. « . «------- - ---------- ~ c R O S S T A a U L A T I 0

NONUT COMMENT ON KrC NUTRITIGNBY PEOPLE iGNORA BY STATUS

COUN1STATUS

NONU ]

RTJW~TOTAL

T

2

(

—ra. A

3 13 2

j—or

15

4 1 9 10

5 ~y —iO Q

34TTHT-TS

COLUMNTOTAL

J2.

30a n. 2

3

CHI-SQUARE D.F . S TGNTF If.ANCF

6.46000 8 0-5958

STATIST IC QVMMCTD TTWI TH no nut WITH STATUS

LAMBDAUNCERTAINTY COEFFICIENTSOME RS DETA

0•043480.11535

-0.20571

0.052630.07579

-0.43902

0.000000.24127

-0.13433

STATISTIC VAI f IP

V.W.4. W.J-JkA.


0.308220.39958

-0.24284-0.14014-0.20526-n.A?7Ql

0.0631_Q • u 6il_n - i

NUMBER OF MISSING OBSERVATIONS .= 16_8_

e- _____? - —,-

vos

A CAJft , , _

COUN

C T A T! I

NOSPE

» nu

1

2

2

A

5

1

r

6_

8

9

. _-_

1_

2

388

8~~2375

10

29«4

9265

A

COLUMNTOTAL

1 305T5 T

3

I 1.8»

CHI-SQUARE D.F

6.68666 R

STAT 1STIC

0.088 12

WITH NUSPF—

16 ( 80.0%]

I I I f U g T A TIM


0.071470.11107

-0.02120

0.073330.07120

0T000000.25236

TATT:TTr

0.20619

TRAM PR • V

CONTINGENCY COEFFICIENTKENDALL'S TAU BKENDALL'S TAU CPEAR 50ffT3~R

0.317380.40540

-0.02570-0.01557-0.01339

0.43450.4345

NUMBER OF MISS ING OBS ERVAT IONS

iojoJ

05 FEB 8701 : 2 3: Id

886Tf-iF ruTMFCF I !M T1_ FIF HflMZ KHMF. T AM A 3

NQPRTCE COMMENT ON KFC PRICING BY PEOPLE IGNGRAN

r .» ,- -j «• » r s t T v n 11 nU L A J 10

v x niGmir

T NCDMF

COUNT

NRPRTGF

RxrarT n T A I

f22.6

~T7-y

14

3

3Q - T

COLUMN 1 8 i n

TOTAL 58.1 —rn 9TT —i n n—rr~

fHT —SOUARF n-F . c mMTC rr awtc MIN F.F.

6.45423 8 O « S 965 0.290 I . nc i c m i v i

STAT I ST Tf SYMMFTR TFWI TH NUPRlCfcn FPFMnFMT

WITH INCOME

LAMBDAUNCERTAINTY COEFFICIENTSOMERS' DF T A

0.066670.10790

_ r l 7 tz o i

0.0OOZJD0.00861

-0.20076

0 • iTJH 50.13793

-0.15543

STAT 1ST IC V A I l IF

CRAMER'S VCONTINGENCY COEFFICIENTKENDALL'S TAU BKENPALL!_S_JLAU__CPEARSON'S RGAMMA

0.322650.41512

-0.17664

-0.17633-n„28042

0.1372

0.lTl3

NUMBER OF MISSING OBSERVATIONS ~

05 FE8 87_JU:23:l 8 __

RR6THE_ CHINES E .UNI V_ OF . HPNG__K ONG 13H 4 33J.

NOFOO

ronccTAnni a t t n ki nt

COMMENT ON KFC FOOD RY PFOPI F fCNORANT O RY T NCOMF

INCOME

JNOFO 00

COUNT

2

__3.

4

5

II 21 3

—RW~TOTAI

2

4 _4

8 3 2

I

516.7

a26.7

13

43.3

413.3

COLUMNTOTAL

186n.n

1C33.2

26.7

30lfin.n

CHI-SQUARE d.f; SIGNIFICANCE CELLS WITH E.F« 5

4.13077 6 0.6590 n . ?A7 ii nc

STATISTIC SYMMETRICWITH NOFOOODEPENDENT

WITH INCOMEnCDCMnCMT

LAMBOAUNCERTAINTY COEFFICIENTS0MERS.'__ DETA

0.034480.07527

0.058820.06268

-0._012il3.

0.000000.09418

uQQ543JLn i c 7 o n


CRAMER'S VCONTINGENCY COEFFICIENT

_KENDALL'S TAU _B.KENDALL'S TAU CPEARSON'S RGAMMA

0.262390.34789

_-Q • 06233_-0.05667-0.02731-0.10303

_0 .3 5430.35430.4430

NUMBER OF MISSING OBSERVATIONS

Ol:£3:iO THE CHINESE UNIV. OF HONG KONG IBM 4381 MVSSP R3.8

C R 0 S S TAB U L A T I O'N 0 F

.NQNUT COMMENT ON KFC NUTRIT J ONBY PEOPLE IGNGRA ' BY INCOME

COUNTINCOME

RUWTOTAL

. nonut__~T

2

3

4

5

I I 21 31

7

l

6

7

2

I

5

3

I

76,7

26-7

1343,3

1033,3

310,0

30

2

2101 ftr 0 L U MN

TOTAL 60,0 33.3 6.7 100.0

CHI-SUUARE

4.75535

D . F .

8

SIGNIFICANCE

0.7834

MIN E.F.

0. 133

CELLS WITH E.F. 5

13 OF 15 I 86.7%)

STATISTIC

LAMBDAUNCERTAINTY COEFFICIENTSOME RS 0ETA ....

SYMMETRIC

0.0344F0.09302

-0.08840

WITH NONUTDEPENDENT

cf.o5wr0.07658

-0.10169_0.09645

WITH INCOMEDEPENDENT

0.000000.1184 6

-0.078180.35324

STATISTIC

CRAMER'S VCONTINGENCY COEFFICIENTKENDALL'S TAU BKE ND AIL1S_JA U._CPEARSON'S RGAMMA

NUMB ER OF MISS I NG OBSERVAT IONS.. =

VALUE

0.281530.36990

-0.00916

-zmm--0.15000

SIGNIFICANCE

0.29760.2976

TT. 473 5

05 FEB 8 701 :z3:18

RR6THE._CHIHESE_.UN_Iv- OF HONG KONG IBM 4381 HVSSP R3.8

NOSPE COMMENT ON KFC MENU APPEALSCROSSTABULATI ON OF

BY INCOME..

INCOME

_ COUNT

NOSPE

ROWTOTAL

II 21 31

I r_3.3

2 (?_ 1 I_ 826.7

3 4 4 I 9

_3.Q_._0_

4 4 4 826.7

5 y~ ~T~ 413.3

COLUMNtotal

1360.0

1033.3

-mmwmam»

22T.7

30~rw.cr

CHI-SQUARE_ O.F. SIGNIFICANCE MIN E.F. CELLS WITH E.F 5

5.21296 8 0.7346 0.067 14 OF 15 f 93.3%)

STAT ISTIC SYMMETRIC

WITH NOSPEDEPENDENT

WITH INCOMEDEPENDENT

LAMBDAUNCERTAINTY COEFFICIENTSOMERS' DETA

0.060610.093650.04887

0.095240.074410.05932

_ ..0-2.410.6_

0.000000.126300.04154

__..0 .2 7093.


«


0.294760.384760.04964

. 0.04667__._.0.010010.07778

0.38 17_ 0 .381.7

0.4791

NUMBER OF MISSING ODSEE_V.A_LI.QWS_ JLJL2

05 FEB 87 RR5fll :nn:?7 THF CHTMFSF IIMTV. n F HOMO KHNf. T RM 43H1 MV88P RA.A

GROUP 1 - HEARD5 EQ TT~GROUP 2 - HEARD5 EO 2. nnn« cn uao tamp ' ccttlat:

VARIABLE ~ NUMBER STANDARD STANDARDOF CASES MEAN DEVIATION ERROR

F 2-TATIVAI I IF PROA

VWWL. WWS- ~ Af 1 l V-. L_« • r-%W

T DEGREESOr 2-TAI1

jbPA-. Al h VA I ANLc ESIlMAIt

~ T ~ TVF7VR FFS ~CF 2;rTATL

S£GROUP 1 175 1.4848 57517 0-039

GROUP 2 37 1.4324 0.502 0.0831.00 0.944 0.57 200 0.56d 0.57 53.30 0.568

AGnonnp l us i .isis n.iQQ n.no

GROUP 2 37 1.3514 0.484 0.080

INCOME IEGROUP 1 157 1.8662 0.777 0-062

GROUP 2 32 1-5313 0.671 0.1191.34 0.341 2.27 187 0.024 3.50 46.51 0.016

STATUSSGROUP 1 165 1.1152 0.339 0.026

GROUP 2 37 7 1T054T 07329 0.0541.06 0.865 1.00 200 0.320 1.0? 84.46 0.314

05 FEB a01 :0 0:2S

RR5TNP I If • I 1 — oc UHMf! VllMf. 1 ftM L 1 fi

GROUP 1 - IF VGROUP 2 - I F V

ECEC

17

VARIA8L NUMBEFOF CASE MCA

stanDar sTa'noarSi_ r ZTAI

r r u kj u i

r t~

u VMr;

hpTrpp C ~r

c 5 I I MAI SEPAP iTE VARIANCE ESTIMA1

SE'GROUP

GROUP

T

7

nwr

1.L.A1

o.5o:

n. so

005

n r c

AGIGROUP 85 i - u fl? n c r i

GROUP 7s 1.4171 n _ a o TT77TZ

TNf.DHGROUP

GROUP ;

V

It

179873

1.750C

0.34(

0.69!

0.09

o. oar

STATEGROUP 1 85 1.1059 O- -KUh

GROUP 2 79 —TTTZS5 (TTTTTfi

«

i;(

rh

Cth

IsXuuJF-

3gOZC

ISc

toa

•I zc

£§- X

c

r2oro

CCrrf arrc

crfr

r

iI•I II

•!II

gn

— o22£n

r-.

J O

•IO2C

wou - -

8

05 FEB 8701 J Q.Q13JJ

RR5THE CHINESE UNIV. OF HONG KONG IBM A361

PRECEDING TASK REQUIRED n in ornni.nc- mil T T u r •

7 5 Cf T-TEST

U • 1 1 OCLUIHJZ V- r u I X ' I V

r.Jiii irc - c c v a~d t 4Ri'«; PR T C F TO~C1 FAN

THERE ARE 501200 BYTES CF MEMORY AVAILABLE.THE LARGEST CONTIGUOUS AREA HAS 501200 BYTES.i- n' VJ L o i v- u » » i 7_Juy J M _ M i IM J -w w.. — ——

T-TEST PROBLEM REQUIRES 3A'f BYTES. OF WORKSPACE OOP

«

— 2O-i iEH3 '

„ rO

mJ—

05 FEB 87 RR501:00:32 THE CHINESE UNIV. OF HONG KONG IBM 4361 MVSSP R3.S

GRWP~T ~=n?FX rG.GROUP 2 - SEX EQ 2.

.i:'-Jj:I'iZ-lhw

.• r . n r r t i % r f a 11 r rTTtiATr . r- r » r. » . -

V A RT ABLE MUMB1ER-DCr A c c c MP ANSTANDTTRQ

ncVT ATT ON5TA7TD7TRTJ F 2-TAIL

rUULtU VAb 1 AiiLt to I iflA I t

f D FGRFFS U F 2- IAXL

o c r m m i c VAK1 ANLt tbllMAIt

T FTi_ i_ v: nC v i a—rr —

c •x•2

cl

r-V

r s2u

r |

( i3C.u-

(I2C

I 2cI

-VMiZDazocz2

odttc rn.MucMT rn wcr o:rf imp.c uunncn i i u i r l. r ri i h it u—GROUP 1 45 2TTTT3 0TW5 UTTT5

GROUP 2 41 2.7561 0.799 0.125i to r . i i

r-2.29 84 0.025 — 2 - f) n no.

FOOD COMMENT TO THE FOOD VARIETY IN KFCGROUP 1 45 2.9778 1.076 0.160

GROUP I 41 Z7BTBT5 0.954 u. 149

V u i •i c i i I I u » u c rr i u i c i i ur oca v ilcoGR'DUP I 45 IT.0 66 i rOD9~ 0. 130

GROUP 2 41 3.4873 1.003 0.1571.01 0.97: -1.94 84 0.056

TASTE COMMENT TO THE TASTE OF KENTUCKY FRIED CGROUP 1 43 3.2558 1.093 0.167

GROUP-2 41 ~ 3.3659 I7TT5 0.17 I1.08 0.810 -0.45 82 0.652 -0.45 B1.4 G 0.657

_CLLAN COMMENT TO'kFC STORE CLEANLINESSGROUP 1 45 3.4 667 L. 014 0.151

GROUP 2 41 3.7317 0.395 0.1401.28 0.428 -1.28 84 0.204 _ 1 on o-jr- -3-ri

y'

01 :0 0?32 7 THF CHINE SE_U.NL1V-._0F. HU.N.G -K0.NG_JL3M__43.8JL MVSS P__ R3. .8

PAGE 10

PRECEDING TASK REQUIRED 0.21 SECONDS CPU TIME; 2.55 SECONDS ELAPSED.

76 o T-TEST G P. 0 U P S = A G E V A R I A B L E S = PR ICE TO CLEAN

THERE ARE 501200 BYTES OF MEMO-' Y AVAILABLE.TH=,_kA35EST CONTIGUOUS AREA HAS 501200 BYTES.

T-TESI PROBLEM REQUIRES 344 BYTES OF WORKSPACE

_05 FEB 8dlT0TQ3

RR5THE CHINESE UNIV. OF HONG KONG IBM 381 VMCCO D 2 U

~ GEDU'PT'TGTTGROUP 2 - AGE

ETtrEO

rr?.

n o ( v o i r r via « t Ati r r~ o t t vi a r -» c i rv a j a t r % a fi t a a « r % v lj a i ?

VARIABLE fTOMEEfTOF CASES MF AN

STA7TDARCDFVIAT TON

STAWARD E 2TATLV A I IIP PRHR-

r DEGREES OF2-T7rr CCDCcnnu t D n p

~7 DEGREES OF 2-I AIL

PRICI fflMMPNT TFI KPT PRTfTMr,ERODE T

GROUP 2

4~5

AO

77E3W

2.6500

0.9TO

0. 834

0. 1T4

0. 1321.15 0.577 -1.14 84 0.259 -1.14 RR. 7 ft 0.256

F000 COMMENT TO THE FOOD VARIETY IN KFCGROUP 1 46 3.0652 1. 104 0.163

GROUP 2 ~4ir 2.7750 0.891 0.141

_EFFIC rnMMPWT m KPT FPFTT TPMrv HP CPVTTP:GROUP T

GROUP 2

46

40

~3.2T7r

3.3250

1T05 2

0. 997

~0i TEE

n . l r a1 . 11 0.735 - n . 4 r 84 0.62 5 P 1 A

TAST6 rnuuCMT to tuc tactc nc vc mt i i rvv coicn rGROUP 1

i u45 3.422,

lm r r1.138 0.170

i i - n .71 cGROUP 2 39 3.1795 1.073 nTT7T

. CLEAN rriMMFMT rn KFf TnSF flFAMlTNFSRGROUP I

GROUP 2

46

40

3.5652

3.6250

1.003

0.925

0.148

0.1461.18 0.60 8 -0.29 P.4 0. 776 —n _ ?o

—2O•Hd

—o?2PTn

-- r-Cc

c2m3iC-

- ?or~Hn

- n2nnC2cHrnnmZ

zL.-Hz—

•N-' —

X'-nc

zcr.

_ c22mn

- r-

r~

05 FEB 8701:2 3:20 THE CHINESE UNIV. OF HONG KONG IBM 4381 My s s p p r r

GROUP 1GROUP 2

S EXSEX

EOEO

1.2 .

POOLEDVARIANCE F ST T MA T F SFPA-iATF VARIANCE ESTIMATE

VARIABLE NUMBEROF CASES MEAN

STANDARDDEVIATION

STANOARUERROR

F 2-TAILVALUE PROS.

TVALUE

DEGREES OF 2-TAILFREEDOM P RO B•

TVALUE

DEGREES QFFREEDOM

2- T A ILPR03.

NOPR ICE COMMENT ON KFC PRICING BY PEOPLE IGNORANGROUP T

GROUP 2

2 I

14

2.3810

2.9286

1 • L 61

1.269

0.253

0.3391 .19 0.700 -1.32 33 0. 197 -1.29 26.25 0.207

NOFOOD COMMENT ON KFC POOn RY PFOPIE TCNCIRANT OGROUP 1 21 3.3333 1.065 0.232

i_9i n . 7Rn _ r c C n c i c _ n CoGROUP 2 13 3.5335 0.967 0.268

NONUT C OMMPMTDM lpr MIIT3 r T rn.MRV PPOPf E TO NO PAGROUP 1

GROUP 2

21

13

2.9048

3.6923

1.044

0.855

0.228

0.2371 .49 0.481 -2.28 32 0.029 -2.39 29.37 0.023

NOSPE COMMENT ON KFC MENU APPEALSGROUP I 21 2.3571 1. 195 0.261

i . -x n r, . a7 _ i c n n i . . _ 1 c c r l i -

GROUP 2 13 3.4615 1.050 0.291

2o-i-ngro?r130

- r~C01m

C2_ n

—Hn01

—2°orHm

—o2Ono

—ocHr—33n—n2r-

2OnO2rnnr

rCr

0 5 FEB 8 7_01 :2.3: 23.

R-VATHE CHINESE UN IV- OF HONG KONG IBM 4 381 MVSRP R3-R

GKOUPGROUP ;

AGEAGE

EOEO

1 .2 .

POOLED VARIANCE ESTIMATE CrDAL'ATC W A D T A M T C CCTTMATA

VAR IABL NUMBEROF CASES MEAN

STANDARDDEVIATION

STANDARLERROR

FVALUE

2-TAILPR03.

TVA I UP

DEGREES OF 2-TAILFREEDOM PROB-

TVAl IIP

DEGREES OFp c p p n n m

2-TAILd 2 n «

NOPR IFF FOMMFNT DM KPT PoTf TNG RY PFOPIF T FN OR A NGROUP I

GROUP 2

21

14

2-0095

2-2657

T.~365~

0-914

0V2 98

0.2442.23 0-141 1 .26 33 0.217 1 .36 0. 1 83

NOFOOD mHMPNT nn kpt pnnn hy pphpi p Tr,MnwANT nCROUP 1

GROUP 2

20

14

3- A 500

3 - 3 571

1 .05 0

1. 00 8

0.235

2691.09 ...0-90 1. 0.2 6.... ...3 2. 0_- 7.9.6 0.26 28.85 0 . 797

_NONUC FflMMPNT I1M KPf ro: ITR T T rnM3Y PFOPI P TOMHRAGROUP 1

GROUP 2

20

14

3.3000

3-0714

L. 174

0- 829

0.263

0.2212.01 0.202 0.63 32 0.536 n a ~7 3 1 - QQ O- S1 1

NOSPE COMMENT ON KFC MENU APPEALSGROUP I 20 3.3500 1.226 0.774

i . p? n _ a a pGROUP 2 14 2.7 143 0. 994 0.266

- zcnO33

•?r-n

- r-C

c

rn3-—«n'1

- JCCr-Hn

- nzr,no

- 2vC—rnm2

)_zw.

I c

•A.Li

Zcn

- C22

nr»

rCn

INSTORE SURVEY

05 FED Q7 INS ITUP TUT MP c P i im T f n p urn kit ts tikit t ou .not MVSSP R3.8

™ P5,ICf,COMMENT TO KFC PRICINGCONTROLLING FUR. .

VALUE = 1 •

no rr r

r ni imtArt:

ROWX n T A I

1

2

3

5

3

7

—1

1

3

4

123n - ft

TO51.3

c

I

COLUMr 22 17 39l nn _ n

c rrwrcifMrc MTN F - F - CELLS WITH E • F • 5

n . o R 3 n . 4 3 6 flF 10 60.01

m ••• A v WITH PRICEr r ncMnrkiT

WITH AGEn P D L'M n C M T

LAMBDAUNCERTAINTY COEFFICIENSOMERS' D

0.222220.13060

D.1RH7S

0.10526Q-1Q31JL

0.205880.12172

0.35290..L783S

0.1610ic

S TGNT FICAWn«

CRAMER'S VCONTINGENCY COEFFICIENKENDALL'S TAU BKENDALL'S TAU CPEARSON'S Rrv a • • t A

0.4611(0. '188(

0. 18210.2025(0.1217«n~ 3 i) u 1

0.1160.1160.2302

.... - PRICE camZNimjcEc EHCUNT ROLLING FOR

STATUS VALUE = 2.

PRICE

COUNTROW

TOTAL

2

3

V

5_

2

3

2

X

1

337 « 5

2250

X250

1_12.5

COLUMNTOTAL

8100.0

8100.0

STATISTICS CANNOT BE COMPUTED WHEN THE NUMBER OF NON-EMPTY ROWS OR COLUMNS IS ONE


05 FEB 8 7 INS I

02:3 7_:±3 THE CHINESE UNIV. OF HONG KONG I OH 4 381 MVSSP R3.0

~ - CROSSTABULATION OFFOOD _COMMENT TO THE FOOO VARIETY IN KFC BY AGE

CONTROLLING FOR..STATUS VALUE = 1.

FOOD

COUNT

2

3

4

_5_

~AGF~

i:

A

8

8

2.

2;

4

9

4

ROWTOTAL.

8?n. s

17436

1 c30.8

25.1

COLUMNTOTAL..

22 17 3956.4 43.6 JLOO . 0.

CHI-SOUAR E D.F. SIGNIFICANCE MIN E.F. CELLS WITH E.F. 5

2.79711 3 0.4240 0.872 4 OF 8 C 50.0%)

. WIIfcLJiQQQ H.UH__AG.E__STATISTIC SYMMETRIC DEPENOENT DEPENDENT


STATISTIC

CRAMERES.VCONTINGENCY COEFFICIENTKEND ALL S TAU BKENDALL'S TAU CPEARSON'S R .

GAMMA

...

Q.0Z5640.04821

-0.19457

VALUE

_Q ..26J310.25869

-0. 1.9691-0.22617-0® 21933-0•33858

_Q.OOQOQ0.03784

-0.229950.21933

SIGNIFICANCE

0.09710.09710 . 0 0. 95

0.05822—0.06641

-0.168630.2678 I

err02:37:43 THF= CH T tof=F= tlMTlS- flf= HHNfZ K flMfZ T fM Z A I MlCCP

r n ri c r r 4 n i i i ir r n m n r

mors rhmmfnt xn thp pnnn var t fty in kif 'U k f 3 1

t i V A r- c

~UDNTtfUtLING FOFSTATUS

FOOD

COUNT%

ROW

COLUMNTOTSU

;TATTTTr; tammot rp rriMPiiTpn whpn thp nmmrpr np nhn-pmpty rows nR rni umns ts dnf

RTJMB ER UF MISSING UBSfcKVAI IUN5—

cn . n

225.0

z—25.0

a A

LOO.O i nn.n

05 F EfJ d 7n 7 • 7 7 t 7

J VJ 1THE CHTNFSF UNTV- OF HDNfl KflNfl I R!A U 1P ? KVSSP R3.a

CROSSTAB U I ATTON OFFccif COMMENT TO KFC EFFICIENCY OF SERVICES BY AGEl-l I A ... Wl

r nwr roi i tmi: furQT A lift

VALUE = I

AGFCOUNT

ROWTOTAL

EFFI C

~ i 2

l I 1 251

2 ? I 37.7

3 4 3 717.9

. 7 l n LI43 .6

5 n 2 1025 - A

COLUMNTOTAL

2256.4

1743.6

39i nn.n

ruT—cmiADC D.F. SIGNIFICANCE MIN E.F. CELLS WITH E.F. 5

4.03083 4 0.4018 0.872 7 OF 10 ( 70.0ST

ct at t:t t r SYMMETRICWITH EFFICDEPENDENT

WITH AGEDFPFNDFNT

LrtnDUrtI IM f C DT A TMTV f OP C C T f T P W TcnwcoCi rs

FT A

0.102560.05278

-0.12541

0.045450.03959

_--0.T524r~0.10006

0.176470.07913

F.1065 40.32149

CTATTCTTFVALUE SIGNIFICANCE

CRAMER'S VCONTINGENCY COEFFICIENTKEND ALL 5 S TAU BKENDALL'S TAU CPEARSON'S Ra a M M A

0.321490.30606

-0.12743-0.14990-0 10006-o.2na 7 9

0.196T~0.1967u.2722

• « r ; 1 «• • • . ,,, -iw». •• •! —. ?2«?V ••- irsitj-- -' •;t-: tr.t ;rTcsrLf-ri?0''o p-? nf'cj; ,? F -• «' v ' ' T ~w - -j. •'•- -v' -:. • vv% AEFFIC

— —- » «i I W '» —

COMMENT 70 KFC 'EFFICIENCY OFCONT Rorc imr'rmv:

STATU S

COUNT~~7TF~

ROWTOTAL

c r r i c2

4

5

~T

I

4

3

I

_LZ®_5__

450.0

337.5

COLUMN 8 ft

TOTAL 100.0 100.0

STATISTICS CANNOT BE COMPUTEO WHEN THE NUMBER OF NON-EMPTY ROWS OR COLUMNS IS ONI

NUMBER OF MISSING OBSERVATIONS

05 E EB 3iOP: 3 7:44

svsiri~ja e~u r ac o c iaj r t nc unmts nin r an . -3 a 1

T A S T F— — — — — — — — — — — — — U f «J O O ! .fflMMFMT TH THF TASTF OF KFf'JT! if K V Ff? TfTi C

J L. f ! in -j ,rc

CONTROLLING TORSTATUS VALUE = 1

TASTE

COUNTXGTE

ROWTnTAl

1

2

6_

5

~]

I

1

3

_1

10

V

A

6

6

I

17.7

513.5

—rr29 7

O

TaTT

II?Q . -7

COLUMNTOTAL

2056.1

IT65.9

371000

CHI-SQUARE O.F. S IGNIFICANCE M T M F.F» r ci i c u ttu c c y c

I 1.0861 7 V 00256 rv . K a A HP i n r ao,n1

STATISTIC svmmftp rrWITH TASTE WITH AGE

LAMBDAUNCERTAINTY COEFFICIENTSOME RS DFT A

0279070.16203

-0.33612

0.19231012001

—0.617630 » 3 6 Q i 9

0.61176QZ6933_-0.27863

0.56733

STATISTIC .VALUE SIGNIFICANCE

CRAMER'S VCONTINGENCY COEFFICIENTKENDALL'S TAU BKENDALL'S TAU CPEAR SUN'S R

.GAHM A -

0.567330.68012-

-0.36101-0.61690-0. 360 19- 0 510 7 9

0.012500125f j 0 ? 9 7

05 FEB 97 INS ITHE CHtmSE UNIV_QjE_.Jtf.PNG. XWG ism 43 ai__ _m'S._5iP_R3_s_8_

c r n s 5; r a r u 1 a t r n n of

-CQHET TO LB£ASJJE.„.gfyLLy_,fiaxkQ_C.. BY AGE

VALUE = 2.

fY - ... -• »•. » « ~1?T-'Y 5Cuil BULLING FOP. . .- , .»•-r «.4• £-i -• w

COUNTAGE

ROW

TOIAL_

T £ r c? 4 5 L2

3

4~

__5_

21-H1 1

J„«j

2 1]

44 I

I4

1 i

1125

22 50

450-0

iJ 2.5

COLUMN 8 8TOTA! inn.o 100-0

STAT IS TICS CANNOT BE COMPUTE! WHEN THE NUMBER OF MnMCLJOTV D DLIC r D mi IIMMC fC HKIC

NUMBEROFMISSING OBSERVATION!

CLEAN.jr n - ? v c roo«•»WVj ? Jf ; -rj- ;.. it- '» Of v

S r A : US•V 4 Lm W

r n m m f tj t r a k re s r n ? e r ! r a m j ? m r- s

a— as=zs'? 7- A ry 7Arcr 7 A ri 7 r V77AT r?A r a k a 27 i MVS SSR R3 m 3

It A I I Id —

COUNT~7v?EE

ROWT FIT A S

CLEAN1

2

3

4

5

1 2

i

I

2 2

o a

11 Q

I; 6

126

410 ® 3

LJ33 3

2C_5i-J

COLUMNTOTAL

2256.4

17436

39100.0

CHI-SQUARE 0 F « S IGNXFICANCE MIN E t Fi fF! IS WITH F»F» 5

3 B 5 4 n -- 4© - NT S 4 0.4718 n fi36 A flP in f AO.nxi

STATrsi ir SYMMETRICWITH CLEANn PPPMHF hi T

WITH AGE

I AMB DA_ UN C L.RIAI NIX. C.0EJEEI.C.IJE.NX

S J ME R3 DL; A

005556CL« 0603il_-004994

0-00000Q.Q45Q2_-0-05615

n .ise; n 2

0.11765a£6jQj5i_-0o04497

. nn s 20

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CRAMER'S VCONE rr-vGENcy. COEF.fxcien.ILKENDALL'S TAU (3fc?JU'Ai.LT» A U CPEARSON'S RGAMMA

0.30129

_ 0 . 2 8Q4CL-0050 25-005523-0.15502-n ono-2 A

0.37190.37190.1730

CLE A A COMMEVT TO K EC STORE C LEA NL I NESS«.

BY AGECUNT ROLLING FOR• •£- a » -j j

VALUE ~

AGFCOUNT

f r~- a mv ••'A -%•t

Rn ? »:Fif€-V-v-y-v c5 0 I hL

3

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1125

675«0

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COLUMNTOTAL

_ _ 0IDOoO

STATISTICS CANNOT BE COMPUTED WHEN THE NUMBER OF NON-EMPTY ROWS OR COLUMNS IS ONE

mimm~w missing observations ~2~

05 FEB 8702:3 7: A

INS ITHE -CU.INESE.-UNIY«__DF_HQNG__K_QNG LBM.JT381 . M V S S P.. R 3 n

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pa r r r- cummput tn icrr va r r tk;;U L AT I Uir-t k « c. •- r« i:

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PR TC C

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1

2

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5

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2

7

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totai s «n i ? - a ion~ o

r n r — : n J ? a ?? p n P - IfJJT P T r Af-JfP _? r m n r: i e A | y E A r v f

7.0790 5 8 0.5281 n.i?n i? dp is f an-nss

STAT 1STIC SYMME TP. TCWITH PRICEn r n r m n c kit

WITH INCOME

lambdaUNCE BT A IN!._Y_ COEEEIO£HISuMERS' 0E I A

0.03100_£.D_92A3

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0.05263

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rt i . j o :

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Q.®J..0JQ9--0.01464

: r a t r q r r r A f ur- p T r t f r T r Ki f (

CRAMER'S VCUNT £NGCNCY CQI.FFXCI£NJ_KENDALL'S TAU BKt NDALL 6 ! AU CPEARSON'S RGAMMA

0-30126

039]95- 0 . 015 21-0.01361

0.03389 r »~ i '.? yc r

0 .450 70.456 i0.4189

05 EEB 3 7_a,e'j7'AZ

IVS1THE CHTHESF UN TV- flf= HflMrZ KflNa T RM it Ft 1

f'.ICE COMMENT TO KFC PR ! C INGCO NT -'LI! N n siTrr.T

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225.0

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0,222220v 3 3 001

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Q.2 5.Q£UL0.39930

-039X30rv v t a r. x

r X r r c rrr% ! » t 3 J. VALUE SIGNIFICANCE,

__.0 7.16 P 6...; V »C«' e I o. '

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fx f THE CHINESE UNIV OF HONG KONG IBM +3 61 MVSSSP R39

CROSSTABULATTTASTE COMMENT TO THE TASTE OF KENTUCKY FRIED C BY INCOME

CON? ROLLING FOR..STATUS VALUE =

INCUMECOUNT

ROWTOTAL

TASTETT

X..~ZT~~ 5 1

4.

1

2

~T~

4

5

1

2

r1

z

5

3

~5~

_2_

3

~~2~~

3

12.7

513.5

—IT29.7

924.3

1129.7

COLUMNTOTAL

1232. 4

2054.1

513.5

37100.0


7.93320 8 0.4400 0.135 13 OF 15 ( 86.7%)

STATISTIC— _SYMjiEJBJLC_

WITH TASTE

jDLE££ND£M:

WITH INCOME

_D_ER.EMIEjNI

LAMBDA_ UN C EiSIAlNDL X 0 E FJ=LCIENI

SOMERS DETA

0.13953Q«JL 12 74-0.00220

0.153850.09445

-0.002500.26111

0.11765_Qj» I 3982-0.00196

0.15460


TRAM FR f V

-»ig»wFFICIENTKENDALL•S TAU CPEAR SON S R

_GA14MA

0.327420.42018

-0.00221-0.00219

0.02004- 0 . 0-03-2 8

0.4939—0.49390.4532

a

'§X(JE -XULo

h -COacU1

Z3 .uitoUJz

5 _

uzXup -

u2ozo

azoX

HCOXUi

ZDOzo

o

s

$

0-3 7- r'ft 'chf IMES E LVIV m OF HONG KONG IBM 43 31 MVSXSP R.3.8

CROSSTABULATION OFTASTF

----- L- K U O O I A L U L A | 1 U

_COMMENT TO THE TASTE OF KENTUCKY FRIED C BY I_NCOME_TONTfiOLLlNG FOR.

STATUS VALUE = 2.

INLUMb

TASTE

COUNTROW

TOTAL

2

~~7 ~T

3

1

2

4

5 1

11 2.5

225.0

450.0

1

12.5

COLUMNTOTAL

112.5

337.5

450.0

8100.0

CHI-SQUARE D.F • SIGNIFICANCE MIN E.F. CELLS WITH E.F. 5

1 1.33333 6 0.0786 0.125 12 OF 12 C100.01

WITH TASTE WITH INCOME

STATISTIC SYMMETRIC DEPENDENT DEPENDENT

AMR DA 0.37500 n.?snnn 0.5 QOOO

UNCERTAINTY COEFFICIENTSOME RS DETA

0.57398-0.35000

0.51751-0.36842

0.61310

0.64429-0.33333

• 0.86136


CRAM FR • S V

CONTINGENCY COEFFICIENTKENDALL'S TAU BKENDALL'S TAU CPEARSON'S R

0.841630.76564

-0.35044-0.32813-n.q?Q7 O.1678

GAMMA -0.46667

NUMBER OF MISSING OBSERVATIONS =

zn-__

3 7: 4 7

U L A T I CBY 3

i

t

OTAL

__2J

2.

J

10

1 -

33.

I 1I 51.+

2

'tot 33.3 53.8 3.8 10(

:hi-squaf ).F

.61912 TO 0.126

U T TU r I C J

LAMBDA

5rnnciK

0.0001 0.0000.065

rrrrrw)o.I A 1 Jji I T_UJfcs • n U • U tU C ;

0.2 553c

1. J 1 OUiO'

WITH INCOfncncMncMT

0.0000C0.076340.085650-211S4

STATISTIC

CRAMER'S VCONTINGENCY COEFFICIEKFNDALLT TAU ~BicKtn ai i • c t a 11 r

VALL

0.2430. 3250.080.07E

OTZTn - 71

05 FEB 8702:3 7:47

IHS1 ?

THE CHINESE UNIV. OF RONS IBM 4381; ?i

• %-yv-s ;• •. . . • -

MVSSP R3«8

£;; • •«£ y •' ;• . k r ....iC mo S S T! A B'U L A T I ON OF- LRH

CI PAN rnMMFNT TR IfFf ITnQP r I FAMI tMCCC BY INCOMETTJFiTROiXmG FOR..

statusVALUE = 2m

h«

INCOMECOUNT

CLEAN

4

5

~n

IT

21 ~T

1

2

1

• .- ' , • V.

ROWTOTAL

1

1215

675.0

1125

COLUMNTOTAL

!•

'•• T-12.54 .•

3~

37 • 5

t4

50.0A '

a_100.0

CHI—SQUARE D.F, SIGNIFICANCE MIN E.F.

.v?4 v

CELLS WITH E,F. 5

2-66667 4

' ' A

0.6151 0. 125 9 OF 9nJ IdOOiOtl. J • 4 . . •

STATISTIC

r '' • . « ..» a.I llll ! I I I I 1 I. I »

'SYMMETRICWITH CLEANDEPENDENT

lit WITH iNCdMtDEPENDENT

, x

LAMBDAUNCERTAINTY COEFFICIENTSOME RS' DFT A

'! '

0.166670.25236o.ooooo::

0.00000, 0.29331

0.00000Q-QQQQQ

i

0.25000, 0.22145

0.000000.51848


r Q AW CD « C 7

CONTINGENCY COEFFICIENTKENDALL'S TAU BKENDALL 'S TAU CPEARSON'S R : sGAMMA

P

0.40825 F0.500000.00000

0.000000.00000

0.5000... '•

NUHBER OF MISSING OBSERVATIONS = 2

o

M

oZ -o

ywo

tZ3

IzD .

8

•i

•I UiH

bo™ Q.

ozo

s'01

acUJ

zi 3CzoyOz01

i 7 J-? ry f- ~r~ r pjf- r fjris- ri x= v1 Ajrz tcnvrz r fim ?7i mitcp x? - _ ft

CROSSTAnillATrON OFPRICE COMMENT TO KFC PRICING

CONTROLLING F0RT7INCOME VALUE = 1 •

PR IC E

COUNTAGE

ROWTOTAL

321.4

214.3

750.0

L~T7T

17.1

COLUMNTOTAL

750.0

750.0

14100.0

CHI-SQUARE O.F. S IGNIFICANCE MIN E.F. CELLS WITH E.F. 5

2.47619 0.6489 0.500 10 OF 10 1100.0%)

STATISTIC .. 1YMMFTRITWITH PRICEHFPFNOFNT

WITH AGEDEPENDENT

LAMBDAUNCERTAlNt-Y.XQFFFTf.IFNT-SOMERS' DETA

0.142860.114850.13913

0.000000.087320.163270.19325

0.285710.16775-0.121210.42056

STATISXIC— __VAUJLE_ SIGNIFICANCE

r R AM FR • S V

CONIINGENC-Y—CHFFFI C. IFNTKENDALL'S TAU BKENDALL'S TAU CPEARSON'S RGAMMA

0.420560.387670.140680.163270. 193250-23529

0.29140.29140.2540

05 FEn 37 INS L02:3 7:36 THE CELLNELSE UNT V. OF HQ NO KONG I RM 4381 M VSASP Rl-fl

PRICE COMMENT TO KFC PRICINCONTROLLING FOR..

INCOMF

CROSST ABULATION OFBY AGE

1 AI IIP - 1 _

PRICE

COUNAgT

]

4

C

1

5

3

L

I

3

9

L

ROWTHT A

1

42

833.3

1250.0

28.3

I

COLUMN II 13 24TOTAL 45.8 54.2 100.0

CHI-SQUARE O.F SIGNIFICANCE MIN E.F.

5.37062 4 n oci V

__.STAT.IS_T.IC -SYMMETRIC

y • T vj

WITH PRICEDFPFNDFNT

1U I oU tU J

WITH AGE


0.260870.13895

0.19753

0.16667_a.io?92_

0.22378

0.363640. J.J38 8 10.176 80


f R AM FR • S V

CONTINGENCY COEFFICIENTKENDALL'S TAU BKENDALL'S TAU CPEARSON'S RGAMMA .

0.47305. 0.42742

0.198900.222220. 12607n. 3?onn

0.15570. 1557C 77 Q L

25= yS~» - 2 7 24 THf CH r NFZ F UN T V (1 F= HflNtZ K flNfZ f RM MVSSP R3.8

.. - PRICE C.PMME|iT_IP_ KFC PRIJLINGCONTROLLING FOR..

INCOME

BY AGF

VALUE = 3.

PR rr F

COUNT

2

3

4

i

i

2

2

f

ROWTflTAI

5

333.3

r~11.1

COLUMN-TflTAI

4... :_5- A

9_l nn.n

mtm c: - c- TFIIC UTTH F - F-

n - a «a n 0 • 444 6 OF 6 (100.0%)

QYMMFTBTf'~T7TTH~FRITTE

D F PFNDFNTwith ageDEPENDENT

LAMB DAUNCERTAINTY COEFFICIENTSOME RS' D

0.125000.124270.37209

0.000000.107690.40000n- looni

0.250000.146870.34783n-innnn

CTAT TCTTr J A I 11F SIGNIFICANCE

CRAM ER S VCONTINGENCY COEFFICIEN1KENDALL'S TAU 0KENDALL'S TAU CPEARSON'S R

0.4000C0.3713;0.3730C

___ 0.3950.60.39901O - AAAA7

0.1437

KIIIMQ CD nC UTCCTMr ODCCDI AT T flMC —

05 FEB 3 702:3 7:36

INS LT H.E—CJtLLNE.S £ UN IV. OF HONG KONG IBM A381 MVSSP R3.8

FOOO _ _COMM ENT TQ THE FOOO VARIETY IN KFCCONTROLLING FOR..

INCOME VALUE = I.

FOOO

COUNT7TCF

2

3

A

__5__

I

1

A

i

JL

2

3

3

1

ROWTOTAL

A28.6

750.0

21A • 3

17.1

COLUMNTOTAL

750.0

750.0

1A100.0.

CHI -S'JUARE O.F. SIGNIFICANCE MIN E.F. CELLS WITH E.F. 5

2.1A286 3 0.5A33 0.500 8 OF 8 C100.0%)

STAT 1STIC SYMMETRICWITH FOOD _DEPENDENT

_HlXfcL.AGEDEPENDENT

LAMB OAUNCERTAINTY COEFFICIENTSOMERS' DETA

Q-. 1 A 2 Q 6_0.09871

-0.30357

Q-._Q-QQ-Q.Q_0.07857

-0.3A69A0.33806

Q.285710. 132 7 A

-0.2690A0.39123

STATISTIC VAlUE SIGNIFICANCE

CRAMER'S-VCONTINGENCY COEFFICIENTKENDALL'S TAU BKENDALL'S TAU CPEARSON'S RGAMMA

0 .3 912 3-0.36A3A

-0.30597-0.3A69A-0.33806--0.51515

0.11980.1198

0•1186_

-------------------- CROSSTA3ULA T [ O N OFFOOD CQtlMEAI_TO_ THE FOOD VARIETY IN KFC BY AGE

CONTROLLING FOR..

INCOME _ VALUE = . 2.

FOOD

COUNTAGfT

ROWTOTAL

2

3

~T~

5

~ I•MPMBMPP»•

3

3

MNBMMPMPBP__

•MMBMMMP1

2

7

_

520.8

1041 .7

833.3

L__4.2

COLUMN II 13 24TUTAL 45.8 5 4.2 100.0

CHI-SUUARE 0 • F • SIGNIFICANCE MIN E.F. CELLS WITH E.F. 5

2.65175 3 0.4485 0.458 7 OF 8 ( 87.5%)

STATISTIC SYMMETRICWITH FOODDEPENDENT

WITH AGEDEPENDENT

0.18182~ 0.TT9763 ~

-0.051810.33240

0.071430.07 3g~

-0.069930.07264

0.120000.06797

-0.05952

LAMBDAUNCERTAINTY COEFFICIENTS0MERS' 0ETA

STATTSTTC- VALUE SIGNIFICANCE

CRAMER'S VC0NT INGENCY COEFFICIENTKENDALL'S TAU BKENDALL'S TAU C

PEAR SON'S RGAMMA

0.332400.3T547~

-0.06019-0.06944-0.07264-0.10000

0.37390.37890.3679

02:37?36? . ...THE CH INESE UN IV .,,_0F „ HUNG_KQNG, IBM 4381 _MVSSP R3.8

05 FEB 6 7 INS I02:3 7:3.6. THE.CHINESE UNIV. UF HONG KONG IBM 4381 MVSSP R3.6

FOODCONT ROLLING

INCOME

CROSST ABULATION OFIN KFC BY AGE...COMMENT TO THE FOOD VARIETY

FOR • •

VALUE = 3•

FOOD

COUNT

2

3

4

. COLUMN,TOTAL

asf~

11

1

3

4._44.4

2

3

1

......i

ROW__t_otj?l_

333 m 3

222.2

444.4

5_53.6

9_100.0

CHI-SUUARE D.F. SIGNIFICANCE. MIN E.F.. _.C ELLS _ WITH E . F. 5

3.93750 2 0.1396 0.889 6 OF 6 (100.0%)

STAT 1STIC SYMMETRICWITH FOOODEPENDENT

WITH AGEDEPENDENT

LAMB DAUNCE RTA INTYSOMERS' DETA

COEFFICIENT0.444440.32383

-0.60870

0.400000.26677

-0.700000.65316

0.500000.411960.53846Q.66144

STAT ISTIC VALUE SIGNIFICANCE


0.661440.551680.613940 . 6 9136.0.653160.87500

0.0282

NUMBER.OF MISSING OBSERVATIONS . 2

EFFIC COMMENT TO KFC EFFICIENCY OF SERVICESCONTROLLING FUR'.V

INCOME

U L « I J

U Al tic - l

EFFI C

COUNTAGE

I

3

_ 3

11,1i

I

~3

3

4

I

I

~3

_2

ROWX OX At

I7 - 1

214-3

542.9

T5.

COLUMNTOTAL

7- n

7Rn.n

14i nn _ n

CHI-SQUARE D.F. S TGNT FICANCF MIN E.F. rciie uttu i: _ c . c

1.20000 3 0.7530 n - «;nr fl DF Q ii no _ ny 1

STAT ISTIC SYMMFTRICWITH EFFICDEPENOENT

WITH AGE1 —-i- .t ;


0.06662_0.05999

-0.19298

0.00QQQ_0.04736

-0.22449n - - A7 - A

__Q..JLA2L06_0.08180

-0.16923n o o - i ~r

ST AT ISTHT VAI IIP tGN t F rr ANr r

CRAM ER' S _VCONTINGENCY COEFFICIENTKENDALL'S TAU BKENDALL'S TAU C

.REARSON'S RGAMMA

____0.29227_0.28098

-0.19491-0.22449-0.26726-0.33333

0.22650.2265n - i 7 7 ft

05 Fen 3702:3 7:3 6_

INS IrHE-CH.LNESEUJN.LV_.__QF HONG KONG IBM 4181 _MV£A££_GL3l£_

EFFICEFr I L LCONTROLLING FOR

INCOME

COMMENT TO KFC EFFICIENCY..OF _SERVICES- ...

CROSSTABULATION OF

BY AGE

VALUE = 2.

COUNTAGE

ROW_TOT_AL_

EFFI C1 2 i

I2

I

2 1

3 a

3 3

I

2

3

4

5

COLUMNTOTAL

II45.0

1354.2

I

42

312.5

312.5

1 1

45.8

625.0

24100.0

CHI-SQUARE

3.7991 1

D.F.

4

SIGNIFICANCE

0.4339

MIN E.F.

0.458

CELLS WITH E.F. 5

8 OF 10 ( 80.031

WITH AGEDEPENDENT

WITH EFFIC

_QfJlENQ£JNJSYMMETRICSTAT ISXIC__

LAMBDAUNCERTAINTY COEFFICIENTSOMERS' DFT A

STATISTIC

CRAMER'S VCONT INGENCY.COEFFICIENTKENDALL'S TAU BKENDALL'S TAU CPEARSON'S RGAMMA _ _

0.125000.086700.17493

_YALU_E

0•397860369680.177390.208330.24940

__a.2.8iCL2

0.00000_ 0 • 0_6 539

0.209790.24940

SIGNIFICANCE

0.17790.17790.1199

0.272730.128600.150000.39786

- CROSST ABULATION OFEFF.I.C... COMMENT TO KFC EFFICIENCY OF SERVICES BY AGEr rUlT Of ii i T M r fCr-iflf —-

TMfnMP value 3.

rniiNT

EFFI C

AGE

2

3

~T ~7

ROWTflTAI

I 1

JLIjlI

222 • 2

444.4

222.2

9inn.n

4

_5_

I i

~TI

COLUMN 4 5TOTAI 44-4 SS.A

rm -soi i AP r 0 • F •

3-93750

SIGNIFICANCE

n. ? 683

MIN E.F.

0.444

CELLS WITH E.F. 5

8 OF 8 1100.0%)

ST ATT ST Tf SYMMETRICWITH EFFICDEPENDENT

WITH AGEDEPENDENT

LAM8DA _UNCERTAINTY COEFFICIENTSOME RS• Df T A

.0.333330.28878

-0.41667

_ _0.200000.22231

-0.50000n-4An?ft

_ 0.5.00000.41196

-0.357140.66144


CRAMER'S VCONTINGENCY COEFFICIENTKENDALL'S TAU BKENDALL'S TAU CPEARSON'S R£AMMA

0.66140.55168

-0.42258-0.49383-0.46098 0. 1059


OS FEB A 7 TNS1

05 FEB 8 7 INS I

02-3 7:36 THE. CHINESE UNIV. OF HONG KONG IBM 4381 MVSSP R3.8

r R n 5 T A R 11 I A T t n M npTASTF

CONTROLLING FOR,INCOME

COMMENT TO THE TASTE OF KENTUCKY FRIED C RY A F

VALUE

COUNTAGF

ROWTOTAL

TAST E2

1 7

2 215 • A

3 1 2 323.1

A

3_

7

i

Z15. A

46 . 7

COLUMNTOTAL

646. 2

753.8

13100.0


6.96429 3 0.0730 0 .923 8 OF 8 (100.0%)

STATISTIC SYMMETRICwith_tasxeDEPENDENT

WITH AGE_nFPFNnFNT

LAMB DAUNCE RTAINT Y C0EFFICIEN1SOMERS' DETA

0.384620.341950.58000

JU 14286-0.26381

•0.690480.60338

jOl. 6i6ii0.48588

0.500000.73193

StAT 1STIC VALUE SIGNIFICANCE

CRAMER'S-VCONTINGENCY COEFFICIENTKENDALL'S TAU BKENDALL'S TAU CPEARSON'S RGAMMA

-0.X3193.0.590620.58757

0.686390.6033B

0.82857

0.01390.0139

,0.0143

5? -.S- CROSSTA8ULATION 01

jL'Il'. I.Srf J.4jg°tHaiTTO THE TASTE OF KENTUCKY FRIED C BY AGEPiiMT DTI I I rtlCvClDt A • -

INCOME VALUE =

COUNTr- t.

TOE

ROWTOTAL

TASTE-?«»'» r1 1

2

T

5-i .

T

1

1

T

2

T

3

T

A.

1

1

4«3

4 :.'

(17.4;

; ; 626.lv

iAr. v.'•••Q.%

I 39.1V i •C• . •'}._-

»av-

'v TOTAt? - 43.5yVC-56 •5HTOOtO• .. - I • V' i « - .. •

CHI-SQUARE J 0F.- SIGNIFICANCE V'MIN'E.F.V;: ©CELLS WITH E.F. 5

2.99295 4 0.5540 r ' :0.435 •? OF .10 ( 90.0V

statistic SYMMETRIC •WITH TAST6DEPENDENT ;V

WITH AGEDEPENDENT

•

LAMBDA

MNCERTAINTCdEEETIENT, Some us

niiriZTXvxv—8-Cr. JCiMaiS»i4ii'a 3 C

«|og« So.20000 .f0mO795i

0.02073v

mmsm

STATISTIC .VALufeS

fe0,36a.73:£0.33933.

0025 E®i

i|||l

; 05'FEB 87. . V«tSl£

05 FEB 6 702137:37

INS ITHE CHINESE UNIV. OF HONG KONG IBM 4381 MVSSP R3.8

TASTEC R 0 S S T A B U LA T I 0 N O F

COMMENT TO THE TASTE OF KENTUCKY FRIED C BY AGECONTROLLING FOR

INCOME VALUE - 3

COUNTAGE-

TASTE

ROWTOTAL

3

4

5

I

I

3

2

3

2

444.4

222 e 2

3333

COLUMN 4 5 9TOTAL 44 4 55.6 1000

CHI-SQUARE PF SIGNIFICANCE MIN EF. HITH IE • F 5

5.96250 2 00507 0889 6 OF 6 11000%)

STATISTIC SYMMETRICWITH TASTEDEPENDENT•

WITH AGEDEPENDENT

LAMBOAUNCERTAINTY COEFFICIENTSOME RS DFT A

0.55556050009

-0.56522

040000041196

-0650000.7476

0750000.63619

-0.50000n-ftI94


CRAMER'S VCONTINGENCY COEFFICIENTKENOALL'S TAU BKENDAtt'S TAU C

;PEARSON'S RGAMMA t'-...t£.• . J• •

0.813940.63127

-0.57009-»0 ftAI9ft

-0.62476-0.76471

00360

NUMBER-OF HISSING OBSERVATIONS = 4

o

)o

oz0t

KCOfiC

2DLU

1SI

6

O) 2Z(JUJ

1

2O

oz

wHRTANTiSiSiiSiSBiiiB: SMiS®olf8986 '

ETA .- 'ff _;,- -t TiATf IT t-'1'' TWifai8lglf9fMi«;ifltt«MwW8BBBMBPiBteri«BsMM8BBMBHMHMBit£ .

- •••• . -•?

CRAMER'S V . ;--«9!i£C' J,,?

, •.- KEND ALt'«TAJKBter; MM$ 1®

;;r CHI-square DF. ;:i:£-., .F. 5

W: 4.80000 4 ~ •n-0»30a|ii:agj|p,»»58iBoy« 90.0X1

05 FEB 87ftj a 7 17

INS1THE. CHINESE UNIV. OF HONG KONG IBM 4381 MVSSP R38

• • «• «£$M A ftl , J

i.IIN| Hni

•iMeofifei

T I 0 N OFCOHftEMr .TO, KFC S TOR E.C LEANLINESSv; BVage

3.

vv VSVBSBCV.v nun|B«|t~ •

CLEAN

iV '

ROW SiTOTAj.rk_ r. . • •' -

3W-'

•

4

T~

T -ri$21

rrr,;I-

1

~T

v•'2

TT-v.-••

•.-:-- • ..•p %. «4•X;'

r- •

3?-33V3i

na

ftwr%1•'«i. .4 '' I

•kfi' .•

55dhf.- 4? » 100.6' jiJij Lrfft -••'

.!•

JO:•'

I:,s

2D .UJ)1112

s

liXaUl .

.1O2 .O

IgX

1III

2

1x

1

. ;•

CHI-SQUARE

r.v

PEtaTT' SIGNIPlCAHfiv

•. '•

HINF.ui: - iyt

'•CELli'S WITH E.F» 5.''-»1-•

144000 •- v -

T

2 •4860 6 11000%)—ll HI. 0 !! I III

H

I » «v,. -. sv. •,' ,

•sHii£feWinfMEAN|OEPEllOCNFr

WITH AGEw OEPENOENTrv,

LAMBDAUNCERTAINTY COEFFICIENTSOME RS 0FT A

o120%0.124271:

—037209-•_ r • »• '

«kmm

0.00000010769

-040000-0W399Q1

0250000.14687

-034783040000

STATISTIC

i [

VALUE SIGNIFICANCE

CRAM ER S VCONTINGENCY COEFFICIENTKENDALL'S TAU B

ETOWi £'u c —

GAMMA

0.40000

037139i -0.37300

igilfBI mm

NUMBER OFHISSING OBSERVATIONS _£!

05 FEB 87 INS2—Q2_L3_8JL2_4t_ THF CHTNFSF UNIV. OF HONG KONG IBM 43 8 1 MVSSP R3.T~

T TEST

GROUP 1 - HEARD5 EQGROUP 2 - HEAR05 EO

1.2.


STANDARDDEVIATION

STANDAROERROR

F2-TAILVALUE PROB.

POOLEO VARIANCE ESTIMATE SEPARATE VARIANCE ESTIMATE.5

TOEGREES OF 2-TAILVALUE FREEOOM PROB.

T DEGREES OF 2-TAILVALUE FREEDOM PROB.

:p

AGE

INCOMF

STATUS

GROUP 1

GROUP 2

GROUP 1

GROUP 2

GROUP 1

GROUP 2

GROUP 1

Group 2

48

0

48

0

48

0

48

0

1.4792

0.0000

1.5417

0.0000

1.8750

0.0000

1.1667

0.0000

0. 505

0.000

0.504

0.000

0.703

0.000

0.377

0.000

0.073

0.000

0.073

0.000

0. 102

0.000

0.054

0.000

0.00 1.000

0.00 1.000

0.00 1.000

0.00 1.000

20.30 48 0.000

21.21 48 0.000

18.47 48 0.000

21 .46 48 0.000

20.30 47.00 0.000

21.21 47.00 0.000

18.47 47.00 0.000

21.46 47.00 0.000

05 FEB 87 INS2_0 2:3 8;?5 THE CHINESE UNIV. OF HONG KQNG IBM 4361 MVSSP R3.8

PRECEDING TASK REQUIRED 0.11 SECONDS CPU TIME?

74 0 T-TETf

THERE ARE 501200 BYTES OF MEMORY AVAILABLE.THE LARGEST CONTIGUOUS AREA HAS 5-01200 BYTES.

_GUFS=IFW7VARIABLESSEX TO STATUS

2.02 SECONDS ELAPSED.

PAGE 6

05 FEB 87 INS2A d m T • J P P I i X A a P P r fill Til O P ft I P A I P 1 O k IP T n ft J P 1 liii rs %

rflflllfl—1 Z TTTTTP E7t 1

onni cr» UAotiurc cctiuatc a ecmn irr i. . n . . J

NUHBTR 5 IANOARU 5TSNUARC F 2-IAIL T DbGKbbS UF 2-I A1L I UbGRbbS OF 2-1 AILVALUE FREEDOM PROB.

GROUP I ~T6~ 1.4 83 U. 505

n 7H70.04

n.snni . QA . n_ 7 -0.06 46 0.953 -0.04 1.04 0.972

_1 7 1 A A A 1 A 3 -A.k? A.;_nn n.nnnorjur i to 1«DlI f U« PUD UU i 7

EGROUP 1 ~T5 1.9130 0.694 0.102

rPflilP ? ? 1 .nnnn n.nnn n aaa 0.00 1.000 1.84 46 0.072 8.93 45.00 0.000

STATUS ~ ~

n.AA itA n.s?p 3.08 45.00 0.004GROUP I 46 1.1739 0.383 0.057

(TrTTTTp ? 7 l .nnnn n. nnn n. nnn

05 FEB 87 INS2. Vir- -u V j i- f f T i r 1 ft i4 A

« _ . - .a - i i r rr ,-inrr r i » n r r nPRECEDING TASK REQUIRED 0.11 SECONDS CPU TIMES 2.11

75_~o f-tes'T g ro up s=s e WarTa B L E S = PRICE 'TO C LEAN-

THERE ARE 501200 BYTES OF MEMORY AVAILABLE.

PAGE

OS FEB 87 INS 202:38:29 THE CHINESE UNIV. OF HONG KONG IBM 4381 MVSSP R3.8

GROUP 1 - SEXGROUP 2 - SEX

EOEQ

I .2.


STANOARODEVIATION

STANDARDERROR

PRIC F COMMFNT TO KFC PRICINGGROUP 1

GROUP 2

25

22

2.7600

2.5909

0.663

1.11

0. 133

0.243

FOOD COMMENT TO THE FOOD VARIETY IN KFCGROUP 1 25 3.2400 0.879 0.176

GROUP 2 22 3.0000 0.816 0.174

,EFFIC COMMFNT TO KFC F FF TFT FNf Y OF SERVICESGROUP 1 25 3.8000 0.957 0.191

GROUP 2 22 3.8636 1.207 0.257


GROUP 2 22 3.6364 1.217 0.259

CI FAN COMMENT TO KFC STORF CLEANLINESSGROUP 1 25 4.2400 0.879 0.176

GROUP 2 22 4.2273 0.922 0.197

T - T E S T

POOLED VARIANCE ESTIMATE SEPARATE VARIANCE ESTIMATE

F 2-TAILVALUE PROB.



2.96 • 0.012 0.63 45 0.532 0.61 32.82 0.546

1.16 0.736 0.97 45 0. 340 0.97 44.86 D.337

1.59 0.274 -0.20 45 0.841 -0.20 39.97 0.844

1.54 n.3?5 n.ni 43 n.QA? 0-08 AO-3A O.Q6?

1.10 0.816 0.05 45 0.962 0.05 43.62 0.962

zcMTcano22rrr,rCv.rr

CZma—imV)-oor-Hm01zooo233c-4rraomZHrr

zcr.

ZC—jTcX2(A

zono

rnr

rCm

ooozoXu.o-

KUJzDuitouZXa

05 FEB 87 INS2tup rnTNiP;p iintv hp Hnwr. khnc trm UWCCO D a Q PAGE 11

GROUP 1 - AGE EO 1.GROUP 2 - AGE EQ 2.

VARIABLE NUMBER STANDARO STANDARDOF GASPS M F AN OF VI AT T DN FRROR

F 2-TAILVALUE PROB.

T DEGREES OF 2-TAIlVAI tIF FRFFOOM PROB.

T DEGREES OF ZTATLVALUE FREEDOM PROB.

GROUP 1 22 2.5000 1.012 0.216

GROUP 7 75 7-ft4nn n.Ann n.un

POOLED VARIANCE ESTIMATE SEPARATE VARIANCE ESTIMATE

uzXuUJh--Jo6.azoxoz0

FOOO COMMENT TO THE FOOD VARIETY IN KFCGROUP I 22 3.3636 0-902 0.192

1.60 • 0.267 -1.29 45 0.205 -1.27 39.90 0.213

1 _ 1 D .A 1 A 1.83 45 0.074 1.81 41.30 0.078CD Dl ID 5 5 ? _ o onn r 7 ca r» i c t

PPPTr rnmucmt rn vcr ccctf rcwrv nc ccowrrccwwnriuii.i lu—rtr u—l. i I xu a t !.u i wi w m if ivl JGROUP I 22 3.8636 1.167 0.249

GROUP 2 25 3.8000 1.000 0.2001.36 0.464 0.20 45 0.841 0.20 41.68 0.843


GROUP 2 25 3.3600 0.907 0.1811.79 O.17 ft 7.07 A3 n.nAQ 1.96 34.35 0.058

riCAkf rnuuciir to vcr cmrc ri cami tmcccLS vvynt'i T ud clcv v v f „ , ,

GROUP 1 22 4.40910.6660.142

GROUP 2 75 4.0800 1.038 0.20B2.43 0.044 1.27 45 0.209 1.31 41.37 0.196

BIBLIOGRAPHY

Enalish Periodicals

Hong Kong Census Statistics Department. Hong Kong Monthly

Digest of Statistics. Hong Kong : Government, August 1986.

Survey Research Hongkong Ltd. Fast Food Restaurant Survey

(Eating-Out).March 1984.

Laurent, Clint. Hong Kong Life Styles Main Report. Hong

Kong : AGB McNair Hongkong Ltd, 1986.

Resnick, Jon. The Fast Food Express. Hong Kong City 4 June

1986) :39-43.

Big Profits in Burger Battle. Asian Business 15 September

1979) : 58-63.

Gigot, Pan. Feeding a Dynamic New Market. Far East

Economic Review 106 (November 1979) : 60-61.

Quick, I'm in a Hurry. The Asia Magazine, 11 November

1979, p.14-16.

Enalish Ncwsnat»rs

HK Sinks Its Teeth into the Fast -Food Market. The South

China Morning Post, 7 April 1986.

Ko, Monica. Slew Sales at Fast -Food Shop. The South China

Morning Post, 7 April 1986.

186Leung, Carolyn. "Cafe De Coral Set to Taste the Big Time."

The South China Morning Post, 18 May 1986.

Mulcahy, John. "Tasty Prospects at Cafe De Coral." The South

China Morning Post, 24 June 1986.

Montilla, Dende. "Stars Join Cafe De Coral's Feast." The

South China Morning Post, 27 June 1986.

"Dim Sum Bows down to Chicken and Chips." The South China

Morning Post, 21 July 1986.

"Fast Food Chain Changes Tack." The South China Morning

Post, 20 September 1986.

"How the Colonel Sold More Chicken on the Second Try."

The South China Morning Post, 21 November, 1986.

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