MethodologyTo accomplish the research objectives, the research design that was used was descriptiveresearch.
Descriptive research is used to describe the characteristics of a certain group aswell as to estimate the proportion of people in a specified population who behave in acertain way. Descriptive research is used to describe the opinions of the consumers aboutPizza Hut in terms of its price, quality of food, quick service, environment and location.Descriptive studies require a clear specification of who, what, when, where and why of theresearch.In this regard, it is said by Malhotra and Dash (2012-2013), “The major objectiveof descriptive research is to describe something- usually market characteristics orfunctions.
” The descriptive research is conducted for several reasons, one of which is “todescribe the characteristics of relevant groups, such as consumers, salespeople,organizations or market areas.” (Malhotra and Dash, 2012-2013).This research was also a cross-sectional study. Cross sectional study is a study in whichdata is gathered just once, perhaps over the period of days or weeks or months in order toanswer a research question. (Sekaran, 1992)Data is collected from primary and secondary data sources.
In this study primary data was collected by using a self-administered questionnaire forfinding the information from the respondents in sample unit. The type of questionnaireused in this research is closed questionnaire because this type of questionnaire helps therespondents make quick decisions by choosing among several alternatives provided. It alsohelps the researchers code the information easily for subsequent analysis. (Sekaran, 1992)Secondary data has been collected from several sources such as text books, newspapers,professional journals and internet. The information derived by these procedures providemeaning, concept, model of theory and are used to develop the framework for this study.Thedata were collected by sample survey method.
This data provided information aboutconsumers’ preferences and perception of price, food quality, quick service, environmentand location. The survey method was used because it was considered the most appropriatein this context. Moreover it is quick and reaches the target group effectively. It is also aneconomical method. Zikmund (1997) stated that a survey can provide quick, inexpensive,efficient and accurate means of assessing information about the population.Since the population size of this study is almost impossible to determine, the Nonprobabilitysampling in convenient way was selected in which 120 random people weregiven questionnaire to fill up. In this case, samples were taken out of the people coming out of 4 Pizza Hut branches of Dhaka City situated at Dhanmondi, Bailey Road, Gulshanand Uttara.
Besides, online polls were used to take samples through the Internet.Convenience sampling was used because this method obtains information quickly and itis not expensive. (Anker et.
al., 1998)Structured questionnaire is used as the instrument of this research. It is a structuredsequence of questions designed to draw out facts and opinions and which provides avehicle for recording the data (Hague and Jackson, 1996). The main advantages of thiskind of questionnaire are that it can be collected in a complete form within a short periodof time and can be obtained from the target respondent upon the immediate completion ofthe respondent. This approach is also easily interpreted by the computer. (Zinkmund,2000). The questionnaire has been attached in the Appendix. The questionnaire attemptedto obtain consumer perception of price, quick service, food quality, environment andlocation for Pizza Hut Bangladesh.
There are 10 statement questions. For each statementthe respondent was provided with a five point scale ranging from 1 (Strongly disagree) to5(Strongly agree). There are also 3 general questions that are administered to obtain abetter understanding of the consumers’ feelings about Pizza Hut.
There is also 1 openendedquestion to obtain any additional information they want to include.The questionnaire for the survey will comprise of three parts; the first and the second partof the questions are the main parts of the questionnaire that comprises of 10 questions eachaimed at finding the respondents’ opinions pertaining to the belief evaluation of particularattributes and belief strength of how much those attributes are present in Pizza Hut.The first part (Statement 1 to 5) is aimed at measuring the belief evaluation ofthecustomers. These are statements that seek to describe what consumers think of thoseattributes, how much important they think those are for a fast food restaurant. Thestatements are coined in such a way that they express a desire of the respondents for aparticular attribute.
The second part (Statement 6 to 10) seeks to measure belief strength. These are alsostatements that are a description of particular attributes which are strongly believed by theconsumers to be present in Pizza Hut. Respondents are expected to rank these statementsaccording to how far they think these statements apply to Pizza Hut from their experience.The last part of the questionnaire seeks to measure the consumers’ overall feeling aboutPizza Hut, how often they visit, which branch they visit the most and some basic demographic variables such as age, gender and profession.All the questions are multiple-choice and close-ended questions.
Because of beingclosed- ended and multiple-choice in nature the results of the questions are easy tocompare, tabulate and analyze easier.In the questions 5-point Likert-scale is used where the respondents are asked to select themost appropriate number that correspondents to extent to which they agree with astatement. The scales in this survey questions is 1 to 5 with “1” denoting “stronglydisagree” and “5” denoting “strongly agree”.
The original scale of Likert-type scale wasdeveloped by Rensis Likert. He reported very satisfactory reliability data for the scales.The Fishbein Multi-Attribute Attitude Model is used to assess consumers’ attitudetowards an object. Both belief strength and belief evaluations are measured using a 5-pointscale to rate their level of agreement or disagreement (1-strongly disagree and 5- stronglyagree), on which the higher numbers indicate higher level of strength or evaluation. Beliefevaluation is the amount of importance of a particular attribute to the consumers.
On theother hand, belief strength is the amount of relevance of that particular attribute to PizzaHut.Attitude scores are the summation of the product ofbelief evaluation and beliefstrength for a particular attribute. The higherthe sum of products, the more favorable theattitude towards that attribute for Pizza Hut.Variables are coded in order to ease the analysis of data collected.
Here is the coding of thevariables for analysis:-PriceBE1Low price is very necessary for a fast food restaurant to attract customers.BS1Pizza Hut should reduce its price by a substantial amount.Quick ServiceBE2Quick service is not essential at all for a fast food restaurant.BS2Service is very fast in Pizza Hut.EnvironmentBE3A fast food restaurant must have amazing environment to get a good number ofvisitors.BS3Environment is the strength of Pizza Hut above all.