1. Do you think the culinary culture of Hong Kong is adapting to the market demand of healthy eating?

The respondents do agree that the culinary culture of Hong is adapting to the market demand of health eating. 67 out of 120 representing 55.8 percent of the sample population are in support that the culinary culture is adapting to the market demand of healthy eating. The results of the survey also show that 25.8 percent of those interviewed are undecided with 18.3 percent having concluded that they see no adaptation of the culinary culture to the market demand of healthy eating. The result of the survey is promising given the fact that the question should have being rephrased. As the question stands it is suggesting that the market is demanding healthy eating while one would expect that culture would be making the demand. The ambiguity in the questions may have created more ‘Maybe’ responses thus lowering the ‘Yes’ outcomes.

55.8 percent does represent a significant proportion and considering that some of the ‘Maybes’ could swing to ‘Yes’ if the it was made clear that there is general move toward healthy eating. Based on the result, yes there is an adaptation of culinary culture of Hong Kong to meet market demand for healthy eating.

2. Do you think residents in Hong Kong are more oriented to maintain a healthy diet?

Results of this question do suggest that residents in Hong King are more oriented to maintain a healthy diet. This conclusion is evidenced in the statics from the respondents. 51.6 percent of the respondents agree that there is an orientation towards a healthy diet while 27.5 percent are unsure with 20.8 percent sure that there is no inclination towards a healthy diet. Adding up the percentage for those unsure i.e. the ‘Maybe’ and those sure i.e. the ‘No’ we get 48.3 percent which is still below the 51.6 percent that believe there is a move to maintaining a healthy diet. Considering that the ‘Maybes’ could swing either ways, it is clear that there is a definite orientation to maintain a healthy diet.

3. Do you think fast-food restaurant(s) can provide healthy foods?

To this question the respondents were split between the ‘Maybe’ and the ‘No’ with both responses receiving the same proportion of the sample, both got 37.5 percent each. There seems to be a conviction that fast food restaurants cannot provide healthy foods. Only 25 percent of those surveyed do agree that fast food restaurants can provide healthy foods. Considering that the uncertain and the ‘No’ are both higher than the ‘Yes’ and that the ‘Yes’ represent only 25 percent; it is valid to conclude that indeed there is a perception that fast food industry is not in the healthy food industry.

4. Will you reduce your fast-food consumption because you are on a healthy diet?

To this question the respondents were in agreement that they would reduce their consumption of fast food because they are on a healthy diet. Those that concur represent 50 percent of the sample with 29.1 percent undecided and 20.8 suggesting that their consumption of fast food would not change despite being on a healthy diet. It is expected that the response to the above question would be a straight ‘Yes’ if the respondents all viewed the question as logical argument. An individual on a healthy diet would logically be consuming less fast food if compared to an individual not on a healthy diet. The ‘Maybe’ and ‘No’ point out the fact that being on a healthy diet does not necessarily reduce the consumption of fast food.

(B) Customer dining habit at McDonald’s.  THE FINDINGS R CONSISTENT WITH PART ONE AND CONCLUDE

1. How often you have meal at McDonald’s per week?

The respondents showed a clear preference to McDonald’s. 0 percent have not eaten a meal and 15 percent i.e. 18 respondents are having meals at McDonald’s more than three times a week. Adding up the respondents that have had a meal at McDonald’s between 1 and 3 times we get 102 respondents representing 85 percent of the survey; this is a large proportion and shows the strong preference to meals at McDonald’s. Every sampled has meals at McDonald’s; this could suggest that the sample may be biased or the interviews were conducted near a McDonald’s restaurant.

2. What’s the following main dish is your most favorite at McDonald’s?

Sausage McMuffins are the clear favorite for McDonald’s customers, they represent 27.5 percent of the choice made by the respondents; Filet O Fish come in second at 21.6 percent. From the survey the conclusion drawn is that Sausage McMuffins and Filet O Fish are the favourites at McDonald’s and hence more should be prepared and or more focus given to the production of these two meals. Chicken McNuggets, McWingsMcSpicy Chicken Filet and Double Cheeseburger are equally popular representing a combined 37.5 percent from the following respondent numbers 10, 12, 11, 12 respectively. The above four products should also be looked into for possible improvements or new strategies for marketing. GCB and Big N’ Tasty each represent only 1.6 percent of the meals consumed by the survey and may be viewed as not significant to the sample.

3. What’s the following side dish is your most favorite at McDonald’s?

The most favorite side dish at McDonald’d is the French Fries represented by 48.3 percent of all the side dishes consumed by the sample. The other main side dishes close to French-fry are Fresh Corn Cup and Hash Brown with 16.6 and 15.8 percentage representations respectively. French-Fries are a clear 31.7 i.e. (48.3-16.6) percent higher than the next side dish, that is the Fresh Corn Cup. This is indicative of the clear preference the sample has over other side dishes. Production and serving at McDonald’s should focus on the French-fries.

4. What’s the following drink is your most favorite at McDonald’s?

Ground Coffee leads among the survey’s preference at 19.2 percent. Ground Coffee is closely followed by McBrew at 18.3 percent suggesting that the above two drinks are close substitutes. Other close substitutes are Iced Roast Coffee at 9.2 percent and Coke at 8.3 percent though both are less preferred to the leading Ground Coffee and McBrew. The least preferred drinks are the Hot Chocolate and Fanta each representing only 1.6 percent of the demand. The order of preference as the survey suggests is Ground Coffee, McBrew,Iced McBrew, Iced Roast Coffee, Coke, Spirit,Nestea – Ice Lemon tea, and Hi-Calcium Low Fat Milk,Premium Roast Coffee, Hot Chocolate and Fanta.

(C) Customer perception on McDonald’s menu.

1. McDonald’s food is delicious?

Only 6 percent of the respondents strongly agree that McDonald’s menu is delicious and a further 36.6 percent agree that the food is delicious. Combined the survey suggest that 42.6 percent of McDonald’s customers find the menu delicious. This is below 50 percent and is also very close to the 41.6 percent that is neutral to the menu suggesting that McDonald’s customers may not be satisfied with the menu. The situation is made worse by the fact that 15 percent disagree or strongly disagree with the menu i.e. 16 and 2 as a percentage of the sample size, 120. From the survey it should in McDonald’s priority to find ways of improving the menu or meeting customer taste.

2. McDonald’s choice of food is enough.

9.1 percent of the respondents find strongly that the choice of food is enough and a further 20.8 percent find that the agreeably the choice of food is enough. Considering both the strongly and agreeably enough respondents the survey finds only 29.9 percent (20.8+9.1) find the choice of food enough and both the above indicators are below 50 percent. The choice of food is a point of concern considering that 64.2 (i.e. 35 and 42 expressed as a percentage of the 120) percent of the survey is neutral or disagree on choice of food. Looking at both those in disagreement and those strongly not satisfied we have 40.8 percent of the interviews not finding the choice of food enough. 40.8 is higher than the combined 29.9 percent from both those in strong agreement and those just in agreement suggesting that there is dissatisfaction regarding choice of food at McDonald’s.

3. McDonald’s food is fresh enough?

Regarding the freshness of food at McDonald’s the situation is worrying. Only 8.3 (both strongly agreeing and just Agreeing) percent find the food fresh enough. The 8.3 is very low compared to 70.8 percent from the combined percentage of both those in strong disagreement and those just in disagreement. The verdict from the survey is that the food at McDonald’s is not fresh enough.

4. McDonald’s is selling junk food?

Looking at the combined percentage of 63.3 for both those strongly agreeing and those agreeing it is clear the McDonald’s is viewed as selling junk food. Only 18.3 (those strongly disagreeing or disagree) do not consider McDonalds’ food as junk.

5. McDonald’s food makes people obesity?

65 percent (both strongly agreeing and those agreeing) of those interviewed do find that McDonalds’ food makes people obese. This suggests that the negative perception associated with fast food is also associated with McDonald’s food.

6. McDonald’s provide high quality food?

To the above question the results of the survey show that 33.3 percent of those interviewed do like the quality of food at McDonald but an overwhelming 58.3 are neutral regarding the quality of food suggesting that people are indifferent regarding the quality of food at McDonald’s.

7. McDonald’s food only contains low nutrition value?

McDonald’s customers do find the food to be of low nutritional value as their large 66.6 combined representation of those strongly agreeing and those agreeing suggests. Their representation is above half and could be indicative of the reality.

8. McDonald’s drinks selection is enough?

McDonald’s drink selection is not enough as is represented by 24.1 percent of the respondents compared to 36.6 strongly agree or agree that the drink selection is not enough

9. McDonald’s cooking method is health enough? Not according to the 56.6 disagreeing and 32 neutral

10. McDonald’s encouragement to a balanced diet? 25 neutral 58.3 no and 8.3 strongly no

 

(D) Customer opinion on make McDonald’s products healthier.

Still in hard copy. I have not finished working not it.

(E) Customer basic information

The demographics from the survey suggest that males are the predominant gender for McDonald’s customers since they represent 61.6 percent of the customers. Regarding age 33.3 percent are between 21 and 30 while 36.6 are between 31 1nd 40.

On occupation 25.8 are students and 36.6 are executives and combined 30 for Civil Servants and House wives.

On incomes 78.33 percent 20k or less indicating high income earners eat less fast food