MKTG 1047 Market Research

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School:Singapore Institute of Management

Course/unit codeAssignment/assessment numberDate due

MKTG104725 September 2012

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BSc Business (Marketing)

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Dr. Sheh Seow Wah

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Dr. Sheh Seow Wah

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ShenSherlyn, PeiyingS3347750

NgAdelaide, Shi QinS3347481

ChanShok TingS3395822

KeaAi LinS3303293

KohRebecca, Li QiS3396876

TengSharon, Huan LuS3396903

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Royal Melbourne Institute of Technology

BSc Business (Marketing)

MKTG1047 Market Research

Group Assignment

Group Members:

ShenSherlyn, PeiyingS3347750

NgAdelaide, Shi QinS3347481

ChanShok TingS3395822

KeaAi LinS3303293

KohRebecca, Li QiS3396876

TengSharon, Huan LuS3396903

TABLE OF CONTENT

61. INTRODUCTION

1.2 Background62. SECONDARY RESEARCH63. PROBLEM STATEMENT74. METHODOLOGY74.1 Research Method84.2 Instrument Development94.3 Sampling104.4 Fieldwork104.5 Data Analysis Method115. RESULTS115.1 Price115.2 Promotion135.3 Product155.4 Place185.5 Lifestyle225.6 Demographics256. DISCUSSIONS AND IMPLICATIONS287. LIMITATIONS297.1 Survey297.1.1 Response Error297.1.2 Administrative Error307.2 Results318. CONCLUSION319. REFERENCES3310. APPENDIX3710.1 Survey3710.2 Survey Results50

1. INTRODUCTION

1.1. Purpose

This report analyses the acquired food preferences of Generation Y (age 19 35), and provides a detailed market research and analysis to aid R&S in developing a marketing mix strategy.

1.2 Background

R&S is looking to expand its European food-chain business in South-East Asia and has identified Singapore as an opportunity. Their food-chain outlets, which sell a variety of cuisines, are mainly targeted to Generation Y consumers. This report aims to understand the eating habits of Generation Y in Singapore through a detailed market search and analysis. Understand this will help R&S to develop a feasible marketing mix strategy for entering into the Singapore eatery market.

2. SECONDARY RESEARCHGeneration Y refers to individuals born between year 1977 1994 (Chettiar, R), who are generally more racially and ethically diverse. Being more segmented in the current market, the population of Generation Y globally is approximately 71 million (Singstats, 2011). With analysis of the Generation Y in Singapore, who are generally more concerned about their consumption of food, eating more healthily such as white meat and vegetables.Additionally, Generation Y prefers dining out on Saturday evenings and with relevance to price and cuisine, and prefers Chinese cuisine that is reasonably priced (Etheris, E, 2010). Generation Ys food preferences are typically influenced by intrinsic and extrinsic factors; rating price and sensory appeal as the most important factors, whilst familiarity and mood are the least essential influencing factors (Dindyal, S and Dindyal S, 2004). With the advancement ad speed of Internet today, Gen Y are able to keep themselves updated about the latest trends, news and advertisement happening around the world.

In relation to ethnicity population in Singapore, there are approximately 76.8% Chinese, 13.9% Malay and 7.9% Indian (Index Mundi, 2012). Hence, one has to particularly mindful about the racial differences when setting up an eatery in Singapore, as the 3 ethnic groups likewise, dines out relatively frequent. Despite that, due to religions, the Muslim population has to follow a Halal dietary requirement (Fayed, 2012), while some Buddhist and Hindus do not consume beef or are solely vegetarian.

With the barrier to entry, besides identifying the target audience and characteristics, other information such as types of business entity (Guide me Singapore, 2012), food regulations and law (AVA Singapore, 2005), market growth and tourism rate in Singapore, would have to be identified.3. PROBLEM STATEMENT

Based on the secondary research, minimal information regarding eating habits of Singapores Generation Y population could be found, this could be due to the absence of research carried out in Singapore or confidentiality issues. Therefore, a personalized primary research has been conducted to fill research gap. At the end of the report, R&S would be able to identify the choice of food, factors affecting Generation Ys decision in choosing an eatery, social and identity factors Generation Y links to an eatery, as well as other external factors R&S would consider before entering the food industry in Singapore.

4. METHODOLOGYThe research was carried out based on primary and secondary data. Primary data were based on quantitative research, that was carried out through surveys of a total of 150 respondents, whlist the qualitative research was carried out through face-to-face focus interview. Secondary data on the other hand was based on a number of academic resources including journal articles, academic textbooks relating to the topic of discussion and informal obvervations, online articles and reports.

4.1 Research MethodThe secondary research was conducted to identify research gap, thereafter; a primary research was conducted to fill the research gap. Secondary information were found through mediums such as informal observations, online articles and reports. With the use of surveys characteristics of target markets can be identified, measure the consumer attitudes, and describe the consumer-purchasing patterns. Figure 4.1.A exhibits the advantages of survey in comparison to focus group interview.

Fig.4.1.A Advantages and disadvantages of selected research methodThe questionnaire is designed to include open-ended response questions, fixed alternative questions. Examples are as, in Figure 4.1B, below:

Figure4.1B Fixed alternative questions in questionnaire4.2 Instrument Development Within the four level of scale measurement, our survey compromises 3 scale measurement, nominal, ordinal and ratio. Figure 4.2.A depicts the 3 different level of scale measurement.

Figure4.2.A Nominal, ordinal and ratio scale measurement

Some of the scales used are discrete, continuous, attributes and index measures. Examples of various scales measurements used in the questionnaires can be found in Figure 4.2.B.

Figure4.2.B Examples of scale measurement questions

4.3 Sampling

Figure4.3.1 Sampling process

A total of 150 respondents were interviewed face-to-face between 1317 August 2012, and was conducted randomly, non-probability sampling, in Singapores 5 local polytechnics and SIM campus. To be eligible for the survey, individuals must be aged 1935. 4.4 Fieldwork

Interactive survey approach has been conducted through personal interviews (face-to-face) with 150 individuals that have allowed R&S to build good rapport with their respondents. As limited drawings were formed from primary research, the survey was designed ensuring all other aspects were being covered. With time as an obstacle, telephone, fax, Internet and mail interviews are not appropriate forms of interview. However, with the aid of props and visual aids, high participation was gathered alongside with achieving high level of completeness in questionnaires. This also includes the ability of probing complex answers in the questionnaire.4.5 Data Analysis Method

In Section 4.2 of the report, the 3 scales measurement, nominal, ordinal and ratio have been addressed. Each scale measurement produces different types of statistics, which affects the method of analysis. For nominal and ordinal measurement it is recommended to use frequency table, percentage mode, and proportion, by pie charts, column and bar graphs. For ratio measurement, means, mode, and proportion were utilized to present the data.5. RESULTS

The results are categorized into 6 main components: price, promotion, product, place, lifestyle and demographics. Each findings will be explained in a graphical or table form, followed by an analysis 5.1 Price

Analysis

Graph 5.1A depicts that males are more willing to spend more than $100 on a meal, as they tend to pay for females during their dates.

Graph 5.1B however, shows that females are more willing to pay for organic food, as they tend to relate it to being more healthy, and hence looking slimmer.

Based on Graph 5.1D and 5.1C, results has shown that 67% of respondents are willing to spend less than $50, while 60% of respondents spends $0-$100 on dining out.

Recommendation

R&S can introduce healthier meals catering to health conscious females, while promoting 1-for-1 special dining promotions.

5.2 Promotion

Analysis

Based on the secondary research found, Generation Y is tech-savvy and the Internet is part of their daily lives. Hence, Graph 5.2A has shown that promoting through Internet is the most effective medium for Generation Y. Word-of-mouth, for Generation Y has in addition, scored the highest average score.

Recommendation

Using the Internet to promote R&S new eatery can help create a buzz, while they distribute special meal discount coupons via 3rd parties distributors, such as deal.com.sg. This would also assist promoting new eatery through word-of-mouth.5.3 Product

Analysis

Graph 5.3A, exhibits that most respondents are willing to spend on Japanese and Korean, while Javanese cuisine as the least preferential. Graph 5.3B, exhibits the differences of gender preferences in each cuisine, with results shown that there are no particular gender preference differences in Italian, French, Japanese, Western, and Peranakan cuisine.

Recommendation

Based on the statistics in Graph 5.3B, R&S can introduce cuisines that both genders does have a varying difference to it.

Analysis

Graph 5.3C illustrates grilling as the most preferred choice between Generation Y, as shown on Graph 5.3D, there is minimal differences to male and female who prefers their food to be grilled. As a low-fat diet option, grilling is a healthier method of cooking, as it reduces cholesterol levels and improves cardiovascular health. Stewing, on the other hand, is more popular among females than male.

Recommendation

R&S can incorporate methods of cooking such as; grilling, frying, boiling and baking into their menu, as these are equally preferred by both genders.

5.4 Place

Analysis

Inferring from Graph 5.4B, hygiene is the most important factor to Generation Y when choosing an eatery. It may be due to Singapore Health Promotion Board advertisements over the years, or simply due to improvements in standard of living of Singaporeans. Restaurants are required to have a certain level of hygiene standards. Therefore, Generation Y is most willing to spend in restaurant.

Recommendation

R&S can consider entering Singapores market as a restaurant and ensuring high level of hygiene in the eatery. Additionally, R&S can consider hiring external cleaning companies and providing proper training for staffs.

Analysis

74% of respondents agree that accessibility affects their choice of dine out place as shown in Graph 5.4D. However, in Graph 5.4C, 46% of respondents dine out in the city, such as Orchard Road and City Hall. Recommendation

R&S can design their store catering for Generation Y to dine out, e.g. introducing sofa seats. They can also introduce activities in-stores such as renting of board games.

Analysis

Graph 5.4E exhibits restaurant offering buffet has the highest rating of 4.08 out of 5 points, as it could be due to the reason that 40% of respondents receive $500 and below as their monthly allowance, Graph C5.1. Hence, buffet would be the greatest value for money.

Recommendation

R&S can introduce special buffet timings when Generation Y is least likely to visit an eatery, to promote higher traffic, Graph B6.1A.Table 4.5A: Generation Ys favorite eat out place

RestaurantRestaurant BuffetFast FoodCoffee Shops

Fish & CoTriple three buffet (Mandarin Orchard Hotel)KFCZiChar(Coffee shop)

Crystal JadeSeoul GardenMcDonaldsNewton Circle Market

Jack's PlaceSakuraPopeyesSIM canteen

Jumbo SeafoodSakae SushiPizza hutChomp Chomp

AstonSushi TeiCarls Junior85 Market Feng Shan

Ajisen RamenOld Airport Road

Hong Kong Caf

TCC

Beng Hiang (Amoy Street)

Pasta Mania

Thai Express

Ippudo Ramen

Manhattan Fish Market

Ah loy thai

Hot Tomato

TWG

Thai Village

Imperial Treasure

Swenson

Wild Honey

Table4.5AAnalysis

The table above exhibits the highest amounts of favorite dine out places to be restaurants. From Graph 5.4A and 5.4B above, it can be inferred that Generation Y prefers dining at restaurants.Table 4.5B: Using 1 word to describe an eat out place

TasteServiceEnvironmentLocationPrice

Mouth-WateringFastRelaxAccessibleAffordable

NiceAwesomeAmbienceConvenientCheap

QualityEnjoyableParking

Good FoodChill

SatisfyingComfortable

AwesomeAir Conditioned

YummyCold

TastyTemperature

DeliciousClean

PrettyHygienic

Variety

Famous

Table4.5B

Analysis

Table 4.5B has been designed to identify respondents top of mind evaluation. By categorizing them into taste, service, environment, location and price, results has shown that taste and environment has the most amounts of descriptive words. Therefore these two factors are important to Generation Y.

Recommendation

R&S can focus on the two factors; taste and environment, when introducing an eatery.

5.5 Lifestyle

RecommendationIt is recommendable that R&S offers family, buddy and lover set meals, for greater deals.

AnalysisBased on Graph5.5D, more than 70% of Generation Y believe that prices of food, ambience of restaurant and location of restaurant are identity factors that relates to who they are when dining out.

Recommendation

R&S should focus on location, ambience and setting higher prices of the eaterys menu.

AnalysisBased on Graph 5.5E and 5.5F, it reflects the trend of Generation Y being least likely to dine out, are on weekdays especially during 1000-1200 hours.

Recommendation

Hence, it is recommendable that R&S should introduce promotions, such as 1-1 meals and student set meals, during low peak hours.

5.6 Demographics

Analysis

The primary research consists of 57.3% female and 42.7% male respondents, Graph 5.6A. According to Graph 5.6C, more than 50% are from ages 20-24 years old, which about 87% of respondents are Chinese, Graph 5.6B.

Analysis

According to Graph 5.6D, it is visible that the survey was reached out to a wide-range of Generation Y of different occupation. However, as more than 65% are students, hence, there are large amount of respondents earning less than $500 per month, Graph 5.6E.

Graph 5.6F shows more than 50% of respondents have 2-4 family members, and 31.3% of respondents have 5-7 family members.

Recommendation

R&S can consider penerating their prices at an affordable price for most respondent that earn less than $500 per month. Whilst, introducing set meals for 4-7 family members, as in Graph 5.5C, the data also shows Generation Y are more likely to dine out with friends and family.

6. DISCUSSIONS AND IMPLICATIONS

Both primary and secondary research are vital for R&S, in order to retrive the results of eating habits of Generation Y. By conducting the two research, R&S is able to cross-reference and generate ideas to help R&S determine their decision. For primary research, a series of questionnaires being implemented for both tertiary education students and young working adults. Whilst secondary research, the information searched were mainly based on the findings from the Internet.

From both research, Generation Y are beginning to eat healthily, as the percentage of this consumption in the secondary research is relatively similar to the percentage in primary research.

Additionally, secondary research shown that Generation Y prefers eating out in the evening during the weekend, which is similar to the findings in primary research. According to the questionnaire, the number of people eating out on weekend in the evening is higher than weekdays.

From the data shown in the primary research, the respondents prefer Japanese and Chinese cuisine, which is similar to what has been found out in the secondary research. Besides that, based on the secondary research, price and sensory are the most important attributes when patronizing a eating place for Generation Y. Similarly the primary research has shown, the respondents have identified that price, air quality, food quality and hygiene are the most important attributes.

According to the secondary research, Generation Y are familiar with technology hence, are always updated with the latest promotions and news, which has been drawn out from the primary research, majority of the respondents voted Internet as one of the most effective promotional tool. Lastly, primary research has shown that majority of the respondents are made up of Chinese.

Other relevant information that has been found through the primary research are the type of eatery places where Generation Y tends to dine out, are buffet restuarants and Hawker Centre, as well as the different preferences of cuisines amongst the different genders. In addition, based on the eating habits of Generation Y, most of them prefer consuming spicy dishes.

In consideration to all the above factors, R&S should implement the results gathered, to determine the type of food-chain business to be set-up in Singapore.

7. LIMITATIONS7.1 Survey While conducting the survey and processing data, obstacles encountered were response error and administrative error respectively. The various sources of survey errors can be found in Figure7.1.A.

Figure7.1.A Types of survey errors

7.1.1 Response Error

Firstly, there were response biasness during the interview process. Respondents may delibrately falisify their answers so that they may appear intelligent, preventing humiliation or simply for social desirability. (Zikmund and Babin, 2010, p.151) Respondents may also be bias against interviewer. To resolve this, interviews can be conducted through mediums as such; telephone, internet or mail. This ensures personal space for respondents to answer freely. However, it is time consuming and has a higher probability of receiving lower response from sample size leading to non-response error.

The questionnare has several similar questions, hence, causing respondents to misrepresent or misinterpret the questions. Some of the questions includes rating their preferences and importance of similar attributes. To resolve this issue, 1-to-1 interview session with each respondent can be carried out. However, such measure requires vast amount of resources, such as manpower, which is expensive and time consuming.

With more than 3 likert scale questions, respondents may select extremity answers or be acquiescence bias for their convenience. (Zikmund and Babin, 2010, p.152) To prevent such obstacles, discussion amongst respondents should either be withheld or 1-to-1 interview session can be implemented.

7.1.2 Administrative Error

After collection of data, formatting of data will be carried out to support decision-making. Figure 7.1.2A depicts the process of data intelligence. Some errors encountered or may have encountered includes, data processing error, sample selection error, interviewer error and interviewer cheating. (Zikmund and Babin, 2010, p.153)

Figure7.1.2A Data processing process

With 150 data of long questionnaires to be computed, it is inevitable to for human errors to be made during the process. Some forms of these errors can be transpositions, copying, routing, consistency and ranging error (sjsu, p.2) that can be found in Figure 7.1.2B. To prevent such errors, several manual checks such as consistency checks can be carried out and necessary amendments can be made from the results of the data analysis.

Figure7.1.2B Types of data-processing errors

7.2 Results Using different tabulation methods to represent the survey findings, different results were achieved from similar findings.

To illuminate this problem, relevant methods were used in representing the findings. In the analysis, mean and mode were applied to complement the findings. To explain in detail, an example, survey question C5. Average monthly allowance/income:

MeanMedianMode

Calculation(62 x $250) + (22 x $750) + (31 x $1250) + (11 x $1750) + (0 x $2250) + (17 x $2750) + (7 x $2750) 150 (n+1) = x (150 + 1)

= 75.5th placeHighest occurrence

Answer= $1,040$500 to $1,000Less than $500

Tabl 7.2A Different analysis methods lead to different result8. CONCLUSIONThrough primary and secondary market research, this report has identified the demographics of Generation Y in Singapore alongside with social and identity factors influencing their eating habits. These factors are critical in determining marketing mix strategy of R&S with recommendations detailed at the end of the report. R&S can then come up with a business proposal and brainstorm ideas on how to attract Generation Y to their restaurant.

9. REFERENCES

Ava Singapore. (2005). Sale of food act. [On-line]. Available: http://www.ava.gov.sg/NR/rdonlyres/0CA18578-7610-4917-BB67-C7DF4B96504B/17820/51web_SaleofFoodAct1.pdf [Accessed on: August 26, 2012]Ava Singapore. (2005). Sale of food regulations. [On-line]. Available: http://www.ava.gov.sg/NR/rdonlyres/0CA18578-7610-4917-BB67-C7DF4B96504B/17825/56web_SOF_FoodEstablishmentsRegulations.pdf [Accessed on: August 28, 2012]

Chettiar, R. (n.d.). The Singapore Generation Y. [On-line]. Available on: http://www.lawgazette.com.sg/2012-03/362.htm [Accessed on: August 21, 2012]

Contact One Professional services. (n.d.). Business Entities available in Singapore. [On-line]. Available: http://www.contactoneps.com.sg/business-entities.html [Accessed on: August 25, 2012]

Decker, G. (n.d.). Formulating problem statements: Using Audience Awareness to Contextualize Your Research Goals. [On-line]. Available: http://www.personal.psu.edu/users/c/v/cvm115/proposal/formulating_problem_statements.htm [Accessed on: August 14, 2012]Department of Statistics Singapore. (2011). Population trends 2011. [On-line]. Available: http://www.singstat.gov.sg/pubn/popn/population2011.pdf [Accessed: August 20, 2012]Dindyal, S and Dindyal S. (2004). How Personal Factors, Including Culture and Ethnicity, Affect the Choices and Selection of Food We Make. [On-line]. Available on: www.ispub.com/journal/the-internet-journal-of-third-world-medicine/volume-1-number-2/how-personal-factors-including-culture-and-ethnicity-affect-the-choices-and-selection-of-food-we-make.html [Accessed on: August 22, 2012]Etheris, E. (2010). Understanding Generation Y- Singapore. [On-line]. Available: http://www.teamworkbound.com/resources/understanding-generation-y-singapore/ [Accessed on: August 16, 2012]Fayed, S. (2012). Halal Food. [On-line]. Available on: http://mideastfood.about.com/od/middleeasternfood101/a/halalfoods.htm [Accessed on: August 22, 2012]

Files, J.D. (n.d.). How currency rates affect global business. [On-line]. Available: http://ezinearticles.com/?How-Currency-Exchange-Rates-Effect-Global-Business&id=1505597 [Accessed on: September 1, 2012]

Fit Day. (n.d.). Healthier Cooking Methods: Cooking Versus Grilling. [On-line]. Available: http://www.fitday.com/fitness-articles/nutrition/healthy-eating/healthier-cooking-methods-grilling-versus-frying.html#b [Accessed on: August 16, 2012]

Frisch, E. (n.d.). Demographics for restaurants. [On-line]. Available on: http://www.foodservicewarehouse.com/restaurant-equipment-supply-marketing-articles/restaurant-marketing/demographics-for-restaurants/c28060.aspx [Accessed on: August 22, 2012]

Guide me Singapore. (2012). Types of business entities in Singapore. [On-line]. Available: http://www.guidemesingapore.com/incorporation/introduction/singapore-incorporation-entity-types [Accessed on: August 23, 2012]

Index Mundi. (2012). Singapore Ethnic Groups. [On-line]. Available: http://www.indexmundi.com/singapore/ethnic_groups.html [Accessed on: August 22, 2012]Katz, B. (2007). Focus On: Generation Y. [On-line]. Available on: http://www.foodprocessing.com/articles/2007/203.html [Accessed on: August 23, 2012]Millennial Marketing. (2009). Gen Y Food Preferences: You are what you eat. [On-line]. Available: http://millennialmarketing.com/2009/08/gen-y-food-preferences-you-are-what-you-eat/ [Accessed on: August 22, 2012]Nation Master. (2003). Media of Singapore statistics. [On-line]. Available: http://www.nationmaster.com/red/country/sn-singapore/med-media&all=1 [Accessed on: August 20, 2012]

Pain Consortium. (n.d.) Respondent Error. [On-line] Available: http://painconsortium.nih.gov/symptomresearch/chapter_20/sec18/cabs18pop7.htm [Accessed on: August 22, 2012]Robinson, L.J, (2012). MKTG 1047 Market Research. Australia: Royal Institute Melbourne of Technology.

Sadi, M. A. (2002). Restaurant patronage and the ethnic groups in Singapore: an exploratory investigation using Barkers model. [On-line]. Available: http://www.cabdirect.org/abstracts/20023198461.html;jsessionid=4C13F69A5F7A74099CB31D6426A75627 [Accessed on: August 20, 2012]Schroer, W. J. (n.d.). Generations X, Y, Z and the Others-Contd. [On-line]. Available: http://www.socialmarketing.org/newsletter/features/generation3.htm [Accessed: August 18, 2012]

SHIRI. (n.d.). Harnessing the Potential of Gen Y Workforce in Singapore. [On-line]. Available: http://www.shri.org.sg/_surveyreports_harness_gen_y.asp [Accessed on: August 24, 2012]

Singapore Tourism Board. Quarterly Tourism Focus 2011. [On-line]. Available: https://www.stbtrc.com.sg/images/links/X14QTF_2011.pdf [Accessed on: September 11, 2012]SJSU. (n.d.). 12: Data Management. [On-line]. Available: http://www.sjsu.edu/faculty/gerstman/StatPrimer/dataentry.PDF [Accessed on: August 23, 2012]

Usable Stats. (n.d.). Fundamentals of Statistics 1: Basic Concepts : Nominal, Ordinal, Interval and Ratio. [On-line]. Available: http://www.usablestats.com/lessons/noir [Accessed on: August 21, 2012]Zikmund, W.G and Babin, B.J. (2010). Essentials of Marketing Research (4th ed). South Western: South-Western Cengage learning. 10. APPENDIX

10.1 SurveyGood day, I am ____________, a student from SIM-RMIT conducting a survey for my school. Please help to complete this questionnaire, your response will contribute towards my report. All information will be kept private and confidential. Thank you.

SCREENER: S1. Are you between the age of 19 to 35 years old? 1. Yes 2. No

Section A: Marketing Mix

A1. Price

A1.1 How much are you willing to pay for a meal? 1. Less than $50 2. $50 to ($100 3. $100 to ($150 4. $150 to ($200 5. $200 and aboveA1.2 Average monthly amount spent on dining out?

1. ($50 2. $50 to ($100 3. $100 to ($150 4. $150 to ($200 5. $200 and aboveA1.3 Are you willing to pay more for organic food?

1. Yes

2. No

A1.4 On a scale 1-5 (1 being least willing to spend and 5 being most willing to spend), please rate how willing you are to spend on following products.Type of cuisinesLeast willing to spendMost willing to spend

A1.4.1 Chinese Cuisine12345

A1.4.2 Malay Cusine12345

A1.4.3 Nyonya Cusine12345

A1.4.4 Fast Food 12345

A1.4.5 Western Cusine 12345

A1.4.6 Italian Cusine 12345

A1.4.7 Spanish Cusine12345

A1.4.8 Mexican Cusine12345

A1.4.9 French Cusine12345

A1.4.10 Japanese Cusine12345

A1.4.11 Korean Cusine12345

A1.4.12 Indian Cusine12345

A1.4.13 Javanese Cusine12345

A1.4.14 Thai Cusine12345

A1.4.15 Vietnam Cusine12345

A1.4.16 Others

(please specify: _____________________)12345

A1.5 On a scale 1-5 (1 being least willing to spend and 5 being most willing to spend), please rate how willing you are to spend on following places.Places Least willing to spendMost willing to spend

A1.5.1 Restaurant12345

A1.5.2 Buffet12345

A1.5.3 Alfresco Dining12345

A1.5.4 Pubs/ Lounge 12345

A1.5.5 Hawker Centre 12345

A1.5.6 Food Court 12345

A1.5.7 Fast Food12345

A1.5.8 Home Delivery12345

A1.5.9 Bakery/ Dessert12345

A1.5.10 Cafe12345

A1.5.11 Catering12345

A1.5.12 Cha Chan Teng12345

A1.5.13 High Tea12345

A1.5.14 Bistro12345

A1.5.15 Others

(please specify: _____________________)12345

A2. PromotionA2.1 On a scale 1-5 (1 being very ineffective and 5 being very effective), please rate how effective the following mediums are in persuading you towards your purchase.

AttributesVery IneffectiveVery Effective

A2.1.1 Television 12345

A2.1 On a scale 1-5 (1 being very ineffective and 5 being very effective), please rate how effective the following mediums are in persuading you In your purchase.

AttributesVery IneffectiveVery Effective

A2.1.1 Television825414927

A2.1.2 Mobile Advertisements 2739462216

A2.1.3 Magazines1334414418

A2.1.4 Pamphlet/Catalogues1834433717

A2.1.5 Newspaper2630443317

A2.1.6 Bus-stop/ Mrt advertisements1635423324

A2.1.7 Radio2542442613

A2.1.8 Point-of-purchase displays in stores323554821

A2.1.9 Word of mouth (eg: friends/ family)36225069

A2.1.10 Sales Promoter835502928

A2.1.11 Internet415274460

A2.1.12 Roadshows1137603012

A2.1.13 Others

A2.2 On a scale 1-5 (1 being strongly disagree and 5 being strongly agree), please rate to what extent you agree or disagree on the following statements.

StatementsStrongly DisagreeStrongly Agree

A2.2.1 look through catalogues for information or promotions12345

A2.2.2 I answer telemarketers queries over the phone12345

A2.2.3 I read and responsed to online advertising

(eg: emails, promotions, pop ups) 12345

A2.2.4 I watch advertisement on television/ before the movies starts 12345

A2.2.5 I listen to the radio advertisements12345

A2.2.6 I notice the newspapers advertisement12345

A2.2.7 I notice advertisements on the public transportation/ outdoor displays12345

A2.2.8 I will cut and redeem my coupons 12345

A2.2.9 I take in the sales promoters advices12345

A2.3 Which medium do you derive your information on an eatery from? (you may circle ( more than 1)

1. Television

2. Mobile advertisements

3. Magazines

4. Pamphlet/Catalogue

5. Newspaper

6. Bus-stop advertisements

7. Radio

8. Word of mouth

9. Promoter

10. Internet Forums

11. Internet Food Guide (e.g. hungrygowhere.com)

12. Internet Eaterys website

13. Roadshows

14. Others (Please specify: ____________)

A3. Product

A3.1 Select the following cuisines you prefer: (you may circle ( more than 1)

1. Chinese

2. Malay

3. Indian

4. Peranakan

5. Western

6. Japanese

7. Korean

8. French

9. Italian

10. Mid-eastern

11. Others (please specify: ______________________)A3.2 How do you prefer your meals to be cooked: (you may circle ( more than 1)1. Bake2. Boil3. Stew4. Grill

5. Fry

6. Others (please specify: _____________________) A3.3 Are you a vegetarian?

1. Yes

2. No

A3.4 Do you have the habit of ordering dessert after your meal?

1. Yes

2. No

A3.5 State the types of dessert preferred after a meal:

________________________________________________________________________________________________________________________________________________________A3.6 Do you have the habit of consuming spicy dishes?

1. Yes

2. No

A4. PlaceA4.1 Please rate how important the following store factors are when you visit an eatery (1 as not important at all, 5 as very important).AttributesNot important at allVery important

A4.1.1Temperature 12345

A4.1.2Air quality 12345

A4.1.3Noise level12345

A4.1.4Crowd control12345

A4.1.5Music played12345

A4.1.6Dcor12345

A4.1.7Employees uniform12345

A4.1.8Menu12345

A4.1.9Reasonable pricing12345

A4.1.10Wide assortment of products12345

A4.1.11Hygiene12345

A4.1.12Quality of food12345

A4.1.13Existence of promotional activities & others12345

A4.1.14Easy accessibility (location)12345

A4.1.15Technology (wifi)12345

A4.2 Which area in Singapore do you dine out at most?

1. Town (e.g. Orchard)

2. West

3. East 4. North

5. SouthA4.3 Does the accessibility of the eat out location affect your choice?

1. Yes

2. NoA4.4 On a scale of 1-5 (1 as least preferred, 5 as most preferred), which would be the preferred place to dine out?Least preferredMost preferred

A4.4.1 Bakery12345

A4.4.2 Bistro/ Brasserie12345

A4.4.3 Cafe12345

A4.4.4 Cha Chan Teng12345

A4.4.5 Coffee Shop12345

A4.4.6 Fast Food Chain12345

A4.4.7 Stall/ Kiosk12345

A4.4.8 Pub/ Bar/ Lounge12345

A4.4.9 Restaurant Buffet12345

A4.4.10 Restaurant Ala Carte12345

A4.4.11 Salad Stops12345

A4.4.12 Fine Dining12345

A4.4.13 Others

(Please specify: ________________)12345

A4.5 State your top 3 favourite eat out places:

________________________________________________________________________________________________________________________________________________________A4.6 What are some eat out places you have been to the past 3 months?

________________________________________________________________________________________________________________________________________________________A4.7 Use one word to describe how a dine in location should be?

________________________________________________________________________________________________________________________________________________________

Section B: Lifestyle

B1. Why do you dine out? (you may circle ( more than 1)1. Special Occasions

2. Convenience

3. Experience 4. To dress up

5. Spending quality time with friends and family members6. Others (please specify:_______________)

B2. Does the factors below shape who you are when dining out?

YesNo

B2.1 Location12

B2.2 Variety of food12

B2.3 Pricing12

B2.4 Ambience12

B2.5 Service12

B2.6 Others

(Please specify: _______________________________)12

B3. Please rate from 1-5 (1 as not likely and 5 as most likely), who would you least likely/ most likely dine out with:

Not likelyMost likely

B3.1 Family12345

B3.2 Relatives12345

B3.3Friends12345

B3.4 Mentors 12345

B3.5 Alone12345

B3.6 Others

(Please specify: _________________)12345

B4. Please rate from 1-5 (1 as not likely and 5 as most likely), which day of the week you are most likely to dine out:

Not likelyMost likely

B4.1 Monday12345

B4.2 Tuesday12345

B4.3 Wednesday12345

B4.4 Thursday12345

B4.5 Friday12345

B4.6 Saturday12345

B4.7 Sunday12345

B5. How often do you dine out?

1. More than once a week

2. Once a week

3. Once a fortnight

4. Once a month

5. Once in 2-3 months

6. Once in 4-6 months

7. As and when I want to

8. Others (please specify: ____________)B10. What time would you usually visit an eatery? 1. 0600 to 08002. 0800 to 10003. 1000 to 12004. 1200 to 14005. 1400 to 16006. 1600 to 18007. 1800 to 20008. 2000 to 2200

9. 2200 to 0000

10. 0000 to 0200

11. 0200 to 0400

0400 to 0600

Section C: Personal Information

Please rest assure that your personal information will be kept confidential, all information will only be used in our school project. C1. Gender (Record)

1. Male 2. Female

C2. Age

1. 19 years old 6. 24 years old 11.29 years old 16. 34 years old2. 20 years old 7. 25 years old 12. 30 years old 17. 35 years old3. 21 years old 8. 26 years old 13. 31 years old4. 22 years old 9. 27 years old 14. 32 years old5. 23 years old 10. 28 years old 15. 33 years old

C3. Race

1. Chinese 2. Indian 3. Malay 4. Eurasian 5. Others (Please specify: ____________)

C4. Occupations

1. Professionals, Managers, Executives, Technicians 2. Housewife 3. Self-employed 4. Clerical/ adminstrative 5. Civil servant 6. National Service 5. Students 6. Currently not employed 7. Others (Please specify: ____________)

C5. Average monthly allowance/income

1. ($500 2. $500 to ($1000 3. $1000 to ($1500 4. $1500 to ($2000 5. $2000 to