MKT202 Marketing Research Essentials

Introduction

This survey was commissioned by Wendy’s in order to identify the market position of the company amongst the fast food consumers. It is important that the data reveals the position of Wendy’s in comparison to its competitors in the market. The report will therefore present an analysis and thereafter recommendations with regard to the findings.

Wendy’s Vs. Market

Descriptive Statistics

The survey considered responses from 1450 people of whom 44% were male and 56% were female. Also, a majority of the participants of the survey range from 18-24 years of age followed closely by the age bracket of 40 – 45.

According to the data, it is clear that 43% of the respondents have eaten at Wendy’s within the past 4 weeks while 0.9% have never eaten at Wendy’s.

Also, the data shows that 7.8% of the respondents find the service at Wendy’s perfect with a majority rating the service at Wendy’s 7-9 at the interval scale. It is important that Wendy’s customers are analysed alongside to the other customers in the market since their behaviour also represents market behaviour.

According to the data, it is cleared that Wendy’s has a larger portion of customers compared to Arby’s. Only two customers have never been at Wendy’s given they have been at Arby’s within the past 4 weeks. Also, there are 4 Unique customers who have never been at Arby’s.  Arby’s has 10 customers who have never visited Wendy’s. There is however a large cross over of customers between Wendy’s and Arby’s since half of Wendy’s customers have been at Arby’s and vice versa.

According to the data, it is clear that the frequency of the customers visiting the fast food outlets of Wendy’s and Arby’s are relatively the same. Only that Wendy’s has a lower value of customers who go there less often compared to that of Arby’s. A majority of the customers eat at about the same frequency at both Wendy’s and Arby’s.

Wendy’s vs Competitor on market average

It is evident that 7.8% of the respondents consider service at Wendy’s to be perfect, at scale 10 when compared at a market level. A number of customers range between point 6 to 9 of the scale with an average of 41% compared to the market. On the other hand, only 3.7% of the respondents consider service at Arby’s perfect. Most of the other respondents range from 7 to 9 with an average of 28% compared to the market. It is clear that there is a correlation between the high ratings at Arby’s and high ratings at Wendy’s.

Factors predicting Wendy’s/ the Competitor’s overall rating

Employment and Overall Rating

Age group and overall rating

Iit

It is clear that age is a determining factor when it comes to rating of the fast food outlet. Ages 18-24 provide a high rating compared to the other age groups. We can use a one sample t test to test whether the difference with regard to the rating is significant or if it is not significant. According to the test, it is clear that the null hypothesis is rejected. This means that the values of the ratings are significant in order to act as a defining factor concerning the overall market position of the fast food outlet.

In this case, the dependent variable is the overall rating while the independent variable is the level of employment and the age of the respondents. On analysis, it was found out that

From the analysis, it is clear that Wendy’s has a better market position compared to its competitor, Ardy’s. It is however necessary for the company to utilize age differences of its customers as well as employ different procing levels which may attract different income groups according to their employment levels. In this way Wendy’s will be able to maintain and increase its market position with regard to fast food outlets.