Marketing 470

1. Executive Summery

Our research project is based on a survey which has done on pizza hut. In this
research project we try to find out whether People prefer Pizza Hut over any other
restaurant in Dhaka city. Our main objective is to find out how many of the people like
pizza hut and how frequently they go there. How they perceive the overall situation in
pizza hut, what are their prices and we try to compare it with other pizza shops. At the
same time we try to find out the service and environment and whether they are better than
other pizza shops or not. We have taken our survey in NSU campus and in pizza hut. We
directly go to every respondent and collect data from them. We try to keep all the data
confidential we collected from our respondents. Our survey method was cost efficient and
convenient. At the same time our survey method has physical ability and it is time
efficient. As we have collected information from going to every individual there is a less
chance of getting wrong information. We have used SPSS 17 to interpret our data. 1 st we
entered the data, then we analyzed the data, then we use data conversion. In our
questionnaire we have 3 demographic questions and 18 other questions. We have used
crosstab, independent sample t-test, and ANOVA and regression analysis. Finally in the
recommendation part after all analysis we can say that pizza hut is not strong in their
advertisement. They can give advertisement in radio and television. They can also use
billboard advertisement. In Dhaka city pizza hut has only 3 outlets. So they should
increase their outlets so that people from areas other than Gulshan and Dhanmondi can
take the advantage to go there.

2. Introduction:

1
 Marketing 470

Today some eating places are becoming popular for their good service and quality they
offered to their customers. So, people are becoming attracted to those eating places.
Some of them are very popular to all aged peoples and that people are becoming brand
loyal to those restaurants. The name of pizza hut comes 1st if we talk about brand loyalty.
Many of people like pizza for their good service, quality and some people like it because
others like it. So we try to find out what the reason that people like pizza hut is and why
they like it over other pizza shops.

3. Background

Pizza Hut is a chain restaurant and international franchise based in Addison, Texas, USA
(a northern suburb of Dallas) specializing in American-style pizza along with side dishes.
Pizza Hut is the world's largest pizza restaurant chain and is a subsidiary of Yum! Brands,
Inc., whose restaurants total approximately 34,000 restaurants, delivery-carry out units,
and kiosks in 100 countries.

The chain was founded in 1958 by Dan and Frank Carney. The Original Pizza Hut
building was later relocated to the Wichita State University campus. Additional
restaurants were opened, with the first franchise unit opening in 1959 in Topeka, Kansas.
At the same time Pizza Hut was growing in and around Kansas, Shakey's Pizza was
developing a stronghold along the West Coast. The competition provided Pizza Hut the
impetus to evaluate its mission and direction. Dan and Frank Carney saw Shakey's
expanding into their territory and realized that they needed to determine if Pizza Hut
should be in the entertainment business or if it should be a neighborhood pizza restaurant.
They decided to stick with the neighborhood business and realized that they needed to
have a good standard image.

By 1970, with 314 stores nationwide, Pizza Hut went public on the New York Stock
Exchange under the stock ticker symbol PIZ. In 1977, Pizza Hut was acquired by
Pepsico, who later also bought KFC and Taco Bell. In 1997, the three restaurant chains

2
 Marketing 470

were spun off into Tricon, and in 2002 joined with Long John Silver's and A&W
Restaurants to become YUM! Brands. Pizza Hut has opened Pizza Hut Express which
specializes in small 9" pizzas. The oldest continuously operating Pizza Hut in the world is
in Manhattan, Kansas, in a shopping and tavern district known as Aggieville.

Pizza Hut is split into two restaurant concepts, the original family dining-style Pizza Hut
and the fast food concept Pizza Hut Express. The original format stores are full service
pizzeria with a larger menu, wait staff and seating while the Pizza Hut Express locations
are fast food style restaurants with limited menu and service. The Pizza Hut Express
locations are often paired with Yum! Brands' other concept Wing Street.

4. Exploratory Research

We have done our exploratory research by doing the survey on pizza hut and. We
collected secondary data from different websites and done our survey in NSU campus and
in pizza hut.

4.1 Mission of research

How pizza hut continue to increase customer satisfaction by offering high quality foods &
services in a comfortable, inviting, friendly and luxurious environment.

4.2 Marketing Research Objective

• To find out whether people like pizza hut or not.

• To find out the reaction (positive/negative) of people regarding pizza hut

• To find out the type (gender, social class, age etc) of people are interested in going
pizza hut

• To find out whether people are satisfied with the price of food items in pizza hut
or not

3
 Marketing 470

• To find out the whether people like the environment there or not.

• To find out whether people like the service offered by pizza hut or not.

• To find out whether people think that pizza hut should increase their outlet in
Dhaka city or not.

4.3 Research Hypothesis

Null Hypothesis: “People prefer Pizza Hut over any other restaurant in Dhaka city.”

Alternative Hypothesis: “People do not prefer Pizza Hut over any other restaurant in
Dhaka city.”

5. Survey Research Methodology

Our survey takes place in Gulshan and Banani area. We normally took most of the
surveys from students and most of them are North South University Southeast University
students. We also collected our data form some of the customers in Pizza hut. We have
surveyed total 126 people.

6. Limitations

The limitations to do this research will be mainly the time constraints and lack of
expertise. The research will be conducted under the set up of basic research, which will be
done for academic purposes. So there might not be adequate level of professionalism,
which might be required at the corporate level.

Some of the respondents took it lightly and they fill the survey even without looking at
the answers. They just tick in the answer without reading the questions. But still it is
expected that, this report will give the very best possible outcomes with all existing
limitations.

7. Ethical Consideration

4
 Marketing 470

In our marketing research project, we have tried to protect the information of our
respondents. In addition, we haven’t gather the questionnaire of every respondents
serially rather haphazardly. Moreover, we haven’t take or influence the respondents to
write down their names or contact number. So that the information of every respondents
we have taken was highly confidential.

In addition, we let them know for what purpose the survey is conducting and ensure them
that the information will not reveal to anyone. Furthermore, as we have done the
marketing research course with our honorable course instructor, we were well prepared
for how to conduct an in-depth survey. So we have applied the procedures what we have
learnt from this course.

8. RESEARCH DESIGN

Our research is based on exploratory research. Our primary research is to collect the raw
data. Collecting raw data from various sources was required to process, tabulate, edit for
the purpose of the study. After processing the data, we applied few statistical tools
wherever required we came up with a meaningful results. Besides, some graphical
presentations such as pie chart, bar chart and so on are used. A schedule of our working
process and period is given below.

8.1 SCHEDULING

Duration
No. Process Description
in days
Pre research study Questionnaire prepared and tested in the
01 06
and design process field level.
02 Survey Total 126 questionnaires are conducted. 05

5
 Marketing 470

Crosschecking and data processing of

03 Data processing 06
survey conducted with key information.
Data analysis and
04 report writing and Data processed and analyzed 04
Submission of report

9. Editing and Cleaning Data

After collecting the data form the survey, it had to edit. Editing is the process of checking
the data for necessary corrections. We found some errors in responses—some of the
questions were not filled up properly and left incomplete. We did not want to have any
missing values, and so in the end twenty (24) questionnaires that were incomplete had to
be resurveyed.

10. Questionnaire

The survey was conducted by a questionnaire, which contain 18 questions along with 3
demographic questions. Our questionnaire is given below:

University : --------------------------

Gender : : --------------------------

Age : --------------------------

Date : --------------------------

6
 Marketing 470

Please read the questions carefully and “check” the answer you find most appropriate.

1. Which name of the following usually comes to your mind when you plan to visit a restaurant?

a) Pizza Hut
b) KFC
c) American burger
d) Boomers
e) Others

2. I think the most important way for the exposure of a restaurant is

a) Outside billboard
b) Shop size
c) Location of the shop
d) Web site
e) Others

3. I often visit Pizza Hut

a) Strongly agree ___

b) Agree ___
c) Neutral ___
d) Disagree ___
e) Strongly disagree ___

4. I came to know about Pizza Hut for the first time

a) By watching their sign

b) By their web site
c) Through friends
d) I can’t remember.

5. When you pass by the Pizza Hut do the sign of Pizza Hut come to your mind?

a) Yes
b) No
c) Can’t remember

7
 Marketing 470

6. I often go to restaurants that usually come to my sight

a) Strongly agree ___

b) Agree ___
c) Neutral ___
d) Disagree ___
e) Strongly disagree ___

7. Are you aware of any other outlet of pizza shop other than Pizza Hut in Dhaka?

a) Yes
b) No

8. Does the name of Pizza Hut come to your mind when you think of eating pizza in other
restaurants?

a) Yes
b) No

9. I usually visit Pizza Hut impulsively

a) Strongly agree ___

b) Agree ___

c) Neutral ___

d) Disagree ___

e) Strongly disagree ___

10. The location of Pizza Hut is easy to find

8
 Marketing 470

a) Strongly agree ___

b) Agree ___
c) Neutral ___
d) Disagree ___
e) Strongly disagree ___

11. Price of pizzas in Pizza Hut is too much compare to other pizza shops

a) Strongly agree ___

b) Agree ___
c) Neutral ___
d) Disagree ___
e) Strongly disagree ___

12. Quality of foods in Pizza Hut is better than other pizza outlets

a) Strongly agree ___

b) Agree ___
c) Neutral ___
d) Disagree ___
e) Strongly disagree ___

13. I like the environment of Pizza Hut compare to other pizza outlets

9
 Marketing 470

a) Strongly agree ___

b) Agree ___
c) Neutral ___
d) Disagree ___
e) Strongly disagree ___

14) Are you aware of foods other than pizza offered by Pizza Hut?

a) Yes
b) No
c) Don’t know

15. I think the price of food items at Pizza Hut is

a) Too expensive
b) ok compared to their service
c) Price doesn’t matter

16. I find the interior environment of the Pizza Hut is (choose the best preference)

a) Luxurious
b) Comfortable
c) Friendly
d) Others

17. Which of the following make you to visit the Pizza Hut most? (Choose the best
preference)

a) Friendly environment

b) Variety of foods

c) Quality of foods

10
 Marketing 470

d) Good service

e) Others

18. I think Pizza Hut should open new outlets in different areas of Dhaka city

a) Strongly agree ___

b) Agree ___

c) Neutral ___

d) Disagree ___

e) Strongly disagree ___

--------------Thank you----------------

10.1 Objective of using the Questionnaire

Our whole questionnaire is made based on primary information and based on that we
have collected our sample data. The survey method had been selected as the research tool
for following reasons.

• Cost efficiency: We found that this method was relatively cheaper as we only
needed to print a copy and then make copies of it and then distribute them to the
respondents.

• Convenience: Questionnaire design is a simpler and easier way to collect

responses and conduct the survey, so it was convenient for us to use this tool.

11
 Marketing 470

• Physical availability: Here we could see the persons who were responding to our
questionnaire, so we could easily perceive their condition where they were
appropriate for being our respondent or not.

• Time efficiency: We had time constraints, and getting questionnaires filled up by

the respondents was also time-consuming, so making short format questionnaire
saved our time.

• Less possibility of getting wrong information: Here if the respondent did not
understand any meaning of the questionnaire, then we could easily make them
understand. So there was less possibility of making mistake.

10.2 Methods for obtaining data SPSS 17.0

After getting all the questionnaires filled up, each of the questions was coded along with
the variables with SPSS. Here, all of the options in each of the questions are entered to
make a database. This SPSS database then became the source of further analysis. With the
help of the data sheets then it was analyzed further by using various methods like
frequency, cross tabulation and Chi-square.

10.3 Developing the data analysis

Coding: Each question was being coded to a computer readable form for using in the
SPSS. Then the data were entered from the questionnaires. This was time consuming and
needed much skill.

Data entry: After entering all the responses from each question, the data entering part
was done. Then we proceeded forward for the final job, which was analysis.

Data Analysis: By using SPSS, we put the formula, and then the software automatically
gave us the result. We could get a number of tables, charts by this process. Then we
proceeded for the data conversion and interpretation part.

12
 Marketing 470

Data conversion: All the SPSS result sheets had to be converted into managerially
understandable form. We converted them to word documents, made tables, graphs and
wrote the analysis with words.

10.4 Justification of the Questions in the Survey

The survey questionnaire had intended to reveal two different aspects of the respondents.
For the first part, every respondent had to fill three questions to provide their
demographic information.
The second part of the questionnaire was intended to disclose whether the respondents are
aware Pizza hut or not and how frequently they go there. Then they need to answer about
the price, quality and environment about pizza hut and finally compare to other pizza
shops.

10.4 Evaluation of questions

Here are some demographic questions

Gender

Purpose: This is a direct demographic question. By analyzing this question we can

identify the gender group of respondents.

Coding: 1= Male, 2= Female

Age

Purpose: to measure the percentage regarding age group in order to evaluate validity and
find out age specific consumption pattern.

13
 Marketing 470

Coding: 1= 15-22, 2=23-30

The other questions and their explanation are given below:

1. Which name of the following usually comes to your mind when you plan to visit a
restaurant?

f) Pizza Hut
g) KFC
h) American burger
i) Boomers
j) Others

Purpose: this question was asked to find out which shop they prefer as best for eating.
Among some well known restaurants/fast foods which one they prefer to go most.
Coding: 1=pizza hut, 2=KFC, 3=American burger, 4=Boomers, 5=others

2. I think the most important way for the exposure of a restaurant is

f) Outside billboard
g) Shop size
h) Location of the shop
i) Web site
j) Others

Purpose: by this question we can easily find the respondents preferences about what they
think as the most important for exposure of a restaurant. According to this respondents
will go in a restaurant

Coding: 1= Outside billboard, 2= Shop size, 3= Location of the shop, 5= Web site,

6= Others

3. I often visit Pizza Hut

Strongly agree___agree___ natural______ disagree___ strongly disagree_______

Purpose: the purpose of asking this question was to find out their interest and awareness
about the pizza hut and how frequently they go there.

14
 Marketing 470

Coding: 1= strongly disagree, 2=disagree, 3=neutral, 4=agree, 5=strongly agree

4. I came to know about Pizza Hut for the first time

e) By watching their sign

f) By their web site
g) Through friends
h) I can’t remember.
Purpose: the purpose of asking this question was to find out the way by which the
respondents get to know about Pizza hut. By what way most people know about pizza
hut that is the thing we try to find out.

Coding: 1= By watching their sign, 2= by their web site, 3= Through friends, 4= I can’t
remember.

5. When you pass by the Pizza Hut do the sign of Pizza Hut come to your mind?

d) Yes
e) No
f) Can’t remember
Purpose: the purpose of asking this question was to determine the visibility of pizza hut.

Coding: 1= Yes, 2= No, 3= Can’t remember

6. I often go to restaurants that usually come to my sight

Strongly agree___agree___ natural______ disagree___ strongly disagree_______

Purpose: the purpose of asking this question was to find out the number of those
respondents who goes to the shop without planning and expose to those shops which
come to their sight.

Coding: 1= strongly disagree, 2=disagree, 3=neutral, 4=agree, 5=strongly agree

7. Are you aware of any other outlet of pizza shop other than Pizza Hut in Dhaka?

c) Yes
d) No

Purpose: there are other pizza shops in the city. We want to find out wheter those shops
are popular like pizza hut or not

15
 Marketing 470

Coding: 1= Yes, 2= No

8. Do the name of Pizza Hut come to your mind when you think of eating pizza in
other restaurants?

c) Yes
d) No
Purpose: our purpose is to find out whether people think about pizza hut while eating in
other pizza shops. Are they comparing that shop with pizza hut? Which one they prefer
most?

Coding: 1=yes, 2=no

9. I usually visit Pizza Hut impulsively

Strongly agree___agree___ neutral______ disagree___ strongly disagree___

Purpose: the purpose of asking this question is to find whether the respondents are
impulsive customer or not because for the impulsive customer the visibility of the shop is
very much important.

Coding: 1=strongly disagree, 2=disagree, 3=neutral, 4=agree, 5=strongly agree

10. The location of Pizza Hut is easy to find

Strongly agree___agree___ natural______ disagree___ strongly disagree___

Purpose: we try to find out whether one find the pizza hut easily or not. When any one
wants to go pizza hut for the 1st time is it easy to find out for him/her or not.

Coding: 1=strongly disagree, 2=disagree, 3=neutral, 4=agree, 5=strongly agree

11. Price of pizzas in Pizza Hut is too much compare to other pizza shops

Strongly agree___agree___ natural______ disagree___ strongly disagree___

Purpose: from this question we try to find out whether people find it expensive to eat in
pizza hut compare to other pizza shops or not.

Coding:1 =strongly disagree, 2=disagree, 3=neutral, 4=agree, 5=strongly agree

16
 Marketing 470

12. Quality of foods in Pizza Hut is better than other pizza outlets

Strongly agree___agree___ natural______ disagree___ strongly disagree___

Purpose: the purpose of this question is to find out whether quality that is offered in pizza
hut is better or not than other pizza shops in the city.

Coding: 1=strongly disagree, 2=disagree, 3=neutral, 4=agree, 5=strongly agree

13. I like the environment of Pizza Hut compare to other pizza outlets

Strongly agree___ agree___ natural______ disagree___ strongly disagree___

Purpose: main purpose of this question is to find out wheter people like the environment
in pizza hut compare to other pizza shops or not and if they like it that means they prefer
to go pizza hut rather than other pizza shops as pizza hut is comfortable to them.

Coding: 1=strongly disagree, 2=disagree, 3=neutral, 4=agree, 5=strongly agree

14) Are you aware of foods other than pizza offered by Pizza Hut?

d) Yes
e) No
f) Don’t know
Purpose: pizza hut offers different kind of foods other than pizza. Many people may not
know it. So our target is to find out what percentage of people knows that pizza hut offers
foods other than pizza.

Coding: 1=yes, 2= no, 3= don’t know

15. I think the price of food items at Pizza Hut is

d) Too expensive
e) ok compared to their service
f) Price doesn’t matter

Purpose: our main purpose to find out what people think about the price of food items
that are offered by pizza hut.

Coding: 1=too expensive, 2=ok compared to their service, 3=price doesn’t matter.

17
 Marketing 470

16. I find the interior environment of the Pizza Hut is (choose the best preference)

e) Luxurious
f) Comfortable
g) Friendly
h) Others

Purpose: how people think about their overall environment, whether it is suitable for
them or not we try to find out this answer in this question.
Coding: 1=luxurious, 2=comfortable, 3=friendly, 4=others

17. Which of the following make you to visit the Pizza Hut most? (Choose the best
preference)

a) Friendly environment

b) Variety of foods

c) Quality of foods

d) Good service

e) Others

Purpose: we try to find out by looking at which option people like to go to pizza hut. It
might be one option that people like or it is some combination of options that people like
and that are why they go there.

Coding: 1= friendly environment, 2=variety of foods, 3=quality of foods, 4=good service,

5=others.

18. I think Pizza Hut should open new outlets in different areas of Dhaka city

Strongly agree___agree___ natural______ disagree___ strongly disagree___

Purpose: pizza hut has only 2 outlets in Dhaka city. So many of the people cant go there
if they want as it is not located in their area. So we try to find out how many people think
that pizza hut should open new outlets?

Coding: 1=strongly disagree, 2=disagree, 3=neutral, 4=agree, 5=strongly agree

18
 Marketing 470

10.5 Data analysis

In this section of the report we will analysis our data of the questionnaire survey. Our
questionnaire consisted of three demographic questions and eighteen other questions
which related to our research topic.

The demographic questions were gender, age and economic class. The relevance for
including each of these questions as well as important findings of the analysis has been
discussed along with the explanation of the frequencies.

We have entered the data in SPSS and run various statistical processes. Here we discuss
them. We begin with simple frequency distribution of some of our most important
questions in the questionnaire, including the relevance for the question in the report as
well as relating the marketing logic that would help us to prove or disprove our
hypothesis.

After analyzing the simple frequency distributions, we will analyze various cross-
tabulations that we have prepared to analyze our findings. Finally the statistical processes,
the various statistical (ANOVA, independent sample T-test, cross tabulation, regression
analysis etc) tests that we have performed have been explained in simple language for the
convenience of the reader.

10.6 Data Analysis:

1.1 Crosstabs: Sex * In Terms Of Visiting a restaurant Cross tabulation

Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

Sex * In Terms Of Visiting a 126 100.0% 0 .0% 126 100.0%

restaurant

19
 Marketing 470

Sex * In Terms Of Visiting a restaurant Cross tabulation

In Terms Of Visiting a restaurant

Pizza
hut kfc American burger boomers others Total

Sex Male Count 12 40 7 7 20 86

% within Sex 14.0% 46.5% 8.1% 8.1% 23.3% 100.0%

female Count 6 21 1 3 9 40

% within Sex 15.0% 52.5% 2.5% 7.5% 22.5% 100.0%

Total Count 18 61 8 10 29 126

% within Sex 14.3% 48.4% 6.3% 7.9% 23.0% 100.0%

It seems that KFC is the most preferred name when it comes into the mind of
customers who want to eat out, with 48% saying it was their preferred choice.
Pizza Hut came third in the survey, with 14.3% of respondents preferring it as
their first choice for eating out. On the other hand, American Burger was the
least preferred restaurant for customers, both male and female.

Chi-Square Tests

Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 1.612a 4 .807

Likelihood Ratio 1.855 4 .762

Linear-by-Linear .142 1 .707

Association

N of Valid Cases 126

a. 2 cells (20.0%) have expected count less than 5. The minimum expected
count is 2.54.

Chi Square tests

The test value is .807>.05, therefore there is no goodness of fitness.

20
 Marketing 470

Symmetric Measures

Value Approx. Sig.

Nominal by Nominal Phi .113 .807

Cramer's V .113 .807

N of Valid Cases 126

a. Not assuming the null hypothesis

b. Using the asymptotic standard error assuming the null hypothesis

Symmetric measure
The tests value is .807 which is close to 1. Therefore the test is strongly fit.

1.2Crosstabs: Sex * location of Pizza Hut is easy to find Cross tabulation

21
 Marketing 470

Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

Sex * location of Pizza Hut is 126 100.0% 0 .0% 126 100.0%

easy to find

Sex * location of Pizza Hut is easy to find Cross tabulation

location of Pizza Hut is easy to find

strongly agree agree neutral disagree Total

Sex Male Count 16 48 17 5 86

% within Sex 18.6% 55.8% 19.8% 5.8% 100.0%

Female Count 11 16 9 4 40

% within Sex 27.5% 40.0% 22.5% 10.0% 100.0%

Total Count 27 64 26 9 126

% within Sex 21.4% 50.8% 20.6% 7.1% 100.0%

Among the male population most of them thing it is easy to find the location of Pizza Hut.
As for the female population, although most agreed that the location was easy to find, a
higher proportion than males found it harder to find the location of Pizza Hut. Overall
most of the respondents found it easy to find the location of Pizza Hut.

22
 Marketing 470

Chi-Square Tests

Asymp. Sig. (2-

Value df sided)

Pearson Chi-Square 3.121a 3 .373

Likelihood Ratio 3.100 3 .376

Linear-by-Linear Association .019 1 .890

N of Valid Cases 126

a. 1 cells (12.5%) have expected count less than 5. The minimum expected count
is 2.86.

ChiSquare tests

The test value is .373>.05. Therefore there is no goodness of fitness.

Symmetric Measures

Value Approx. Sig.

Nominal by Nominal Phi .157 .373

Cramer's V .157 .373

N of Valid Cases 126

23
 Marketing 470

a. Not assuming the null hypothesis.

b. Using the asymptotic standard error assuming the null hypothesis.

Symmetric measures

The tests value is .157 which is close to 0. So the test is weakly fit.

1.3Crosstabs: Sex * Quality of foods in Pizza Hut Cross tabulation

24
 Marketing 470

Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

Sex * Quality of foods in Pizza 126 100.0% 0 .0% 126 100.0%

Hut

Sex * Quality of foods in Pizza Hut Cross tabulation

Quality of foods in Pizza Hut

strongly
strongly agree agree neutral disagree disagree Total

Sex Male Count 21 37 16 9 3 86

% within Sex 24.4% 43.0% 18.6% 10.5% 3.5% 100.0%

female Count 5 19 11 4 1 40

% within Sex 12.5% 47.5% 27.5% 10.0% 2.5% 100.0%

Total Count 26 56 27 13 4 126

% within Sex 20.6% 44.4% 21.4% 10.3% 3.2% 100.0%

Our purpose is to find out what percentage of male and female think the quality of foods
in pizza hut is better than other pizza outlets. From our data we can see that 43% males
agree with this statement and 24.4% strongly agree with this statement. On the other
hand, 47.5% agree with the statement and 12.5% strongly agree with this statement.

25
 Marketing 470

Chi-Square Tests

Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 3.100a 4 .541

Likelihood Ratio 3.240 4 .519

Linear-by-Linear Association .758 1 .384

N of Valid Cases 126

a. 3 cells (30.0%) have expected count less than 5. The minimum expected count is 1.27.

Chi square tests

The tests value is .541> .05. Therefore there is no goodness of fitness.

Symmetric Measures

Value Approx. Sig.

Nominal by Nominal Phi .157 .541

Cramer's V .157 .541

N of Valid Cases 126

a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis

Symmetric Measures

The tests value is .157 which is close to 0. Therefore the test is weakly fit.

26
 Marketing 470

1.4Crosstabs: Sex * the environment of Pizza Hut Cross tabulation

Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

Sex * the environment of Pizza 126 100.0% 0 .0% 126 100.0%

Hut

27
 Marketing 470

Sex * the environment of Pizza Hut Cross tabulation

the environment of Pizza Hut

strongly agree agree neutral disagree strongly disagree Total

Sex Male Count 28 35 17 5 1 86

% within Sex 32.6% 40.7% 19.8% 5.8% 1.2% 100.0%

female Count 11 19 6 4 0 40

% within Sex 27.5% 47.5% 15.0% 10.0% .0% 100.0%

Total Count 39 54 23 9 1 126

% within Sex 31.0% 42.9% 18.3% 7.1% .8% 100.0%

Our purpose is to find out what percentage of male and female like the environment of
pizza hut over other pizza outlets. From our data we can see that 40.7% males agree with
this statement and 32.6% strongly agree with this statement. On the other hand, 47.5%
agree with the statement and 27.5% strongly agree with this statement.

Chi-Square Tests

Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 1.995a 4 .737

Likelihood Ratio 2.269 4 .686

Linear-by-Linear Association .086 1 .770

N of Valid Cases 126

a. 3 cells (30.0%) have expected count less than 5. The minimum expected count is .32.

Chi square tests

28
 Marketing 470

The tests value is .737>.05. Therefore there is no goodness of fitness.

Symmetric Measures

Value Approx. Sig.

Nominal by Nominal Phi .126 .737

Cramer's V .126 .737

N of Valid Cases 126

a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis

1.5Crosstabs: Sex * opening new outlet Cross tabulation

29
 Marketing 470

Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

Sex * opening new outlet 126 100.0% 0 .0% 126 100.0%

Sex * opening new outlet Cross tabulation

opening new outlet

strongly
strongly agree agree neutral disagree disagree Total

Sex Male Count 21 34 23 5 3 86

% within Sex 24.4% 39.5% 26.7% 5.8% 3.5% 100.0%

female Count 11 14 10 5 0 40

% within Sex 27.5% 35.0% 25.0% 12.5% .0% 100.0%

Total Count 32 48 33 10 3 126

% within Sex 25.4% 38.1% 26.2% 7.9% 2.4% 100.0%

Among the 126 respondents, a majority of the respondents (63.5%) felt that Pizza Hut
should open new outlets in Dhaka city. This is true for both males and female
respondents. So there is an increase in demand for pizza hut food items among the people
of Dhaka city.

Chi-Square Tests

Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 3.214a 4 .523

Likelihood Ratio 4.004 4 .405

Linear-by-Linear Association .010 1 .920

N of Valid Cases 126

a. 3 cells (30.0%) have expected count less than 5. The minimum expected count is .95.

Chi square tests

30
 Marketing 470

The tests value is .523> 05 .Therefore there is no goodness of fitness.

Symmetric Measures

Value Approx. Sig.

Nominal by Nominal Phi .160 .523

Cramer's V .160 .523

N of Valid Cases 126

a. Not assuming the null hypothesis.

b. Using the asymptotic standard error assuming the null hypothesis

Symmetric Measures

The tests value is.523 which is close to 1. Therefore the test is strongly fit.

31
 Marketing 470

1.6 Crosstabs: Sex * price of food items at Pizza Hut is Cross tabulation

Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

Sex * price of food items at Pizza 126 100.0% 0 .0% 126 100.0%
Hut is

Sex * price of food items at Pizza Hut is Cross tabulation

price of food items at Pizza Hut is

ok compared to
too expensive their service price doesnt matter 4.00 Total

Sex Male Count 41 37 7 1 86

% within Sex 47.7% 43.0% 8.1% 1.2% 100.0%

female Count 20 16 3 1 40

% within Sex 50.0% 40.0% 7.5% 2.5% 100.0%

Total Count 61 53 10 2 126

% within Sex 48.4% 42.1% 7.9% 1.6% 100.0%

32
 Marketing 470

Chi-Square Tests

Asymp. Sig. (2-

Value df sided)

Pearson Chi-Square .411a 3 .938

Likelihood Ratio .390 3 .942

Linear-by-Linear Association .000 1 .983

N of Valid Cases 126

a. 3 cells (37.5%) have expected count less than 5. The minimum expected count
is .63.

Symmetric Measures

Value Approx. Sig.

Nominal by Nominal Phi .057 .938

Cramer's V .057 .938

N of Valid Cases 126

Symmetric Measures

The tests value is.938 which is close to 1. Therefore the test is strongly fit.

2.1 Correlations (between price &quality)

Descriptive Statistics

Mean Std. Deviation N

. Price of pizzas in Pizza Hut 2.2063 .94079 126

Quality of foods in Pizza Hut 2.3095 1.01559 126

33
 Marketing 470

Correlations

. Price of pizzas in Quality of foods in

Pizza Hut Pizza Hut

. Price of pizzas in Pizza Hut Pearson Correlation 1 .125

Sig. (2-tailed) .162

N 126 126

Quality of foods in Pizza Hut Pearson Correlation .125 1

Sig. (2-tailed) .162

N 126 126

Correlation is insignificant as p=. 162> .05.

Here r=.125.
There is no correlation between price of pizzas and quality of food items at pizza hut.

2.2 Correlations (between location and visiting pizza hut impulsively)

Descriptive Statistics

Mean Std. Deviation N

location of Pizza Hut is easy to 2.1349 .83286 126

find

visit Pizza Hut impulsively 2.7778 1.15854 126

34
 Marketing 470

Correlations

location of Pizza visit Pizza Hut

Hut is easy to find impulsively

location of Pizza Hut is easy to Pearson Correlation 1 .089

find Sig. (2-tailed) .320

N 126 126

visit Pizza Hut impulsively Pearson Correlation .089 1

Sig. (2-tailed) .320

N 126 126

Correlation is insignificant as p=. 320> .05.

Here r=.089.
There is no correlation between price of pizzas and quality of food items at pizza hut.

Descriptives
Descriptive Statistics

N Mean Std. Deviation

In Terms Of Visiting a resturant 126 2.7698 1.42078

. Price of pizzas in Pizza Hut 126 2.2063 .94079

Quality of foods in Pizza Hut 126 2.3095 1.01559

the environment of Pizza Hut 126 2.0397 .92434

location of Pizza Hut is easy to 126 2.1349 .83286

find

Valid N (listwise) 126

3.Regression:

35
 Marketing 470

Descriptive Statistics

Mean Std. Deviation N

location of Pizza Hut is easy to 2.1349 .83286 126

find

In Terms Of Visiting a resturant 2.7698 1.42078 126

price of food items at Pizza Hut is 1.6270 .70125 126

the environment of Pizza Hut 2.0397 .92434 126

Quality of foods in Pizza Hut 2.3095 1.01559 126

36
Marketing 470

37
 Marketing 470

Correlations

In Terms Of price of food

location of Pizza Hut is Visiting a items at Pizza the environment Quality of foods
easy to find resturant Hut is of Pizza Hut in Pizza Hut

location of Pizza Hut is Pearson 1 .047 .018 .294** .234**

easy to find Correlation

Sig. (1- .302 .419 .000 .004

tailed)

N 126 126 126 126 126

In Terms Of Visiting a Pearson .047 1 -.087 .098 .172*

restaurant Correlation

Sig. (1- .302 .167 .137 .027

tailed)

N 126 126 126 126 126

price of food items at Pizza Pearson .018 -.087 1 -.002 .006

Hut is Correlation

Sig. (1- .419 .167 .493 .473

tailed)

N 126 126 126 126 126

the environment of Pizza Pearson .294** .098 -.002 1 .268**

Hut Correlation

Sig. (1- .000 .137 .493 .001

tailed)

N 126 126 126 126 126

Quality of foods in Pizza Pearson .234** .172* .006 .268** 1

Hut Correlation

Sig. (1- .004 .027 .473 .001

tailed)

N 126 126 126 126 126

**. Correlation is significant at the 0.01 level (1-tailed).

*. Correlation is significant at the 0.05 level (1-tailed).

38
 Marketing 470

Variables Entered/Removed

Model Variables Entered Variables Removed Method

1 The environment of . Enter

Pizza Hut , . Price
of pizzas in Pizza
Hut, Quality of
foods in Pizza Hut ,
location of Pizza
Hut is easy to find a

a. All requested variables entered.

Model Summary

Std. Error of the

Model R R Square Adjusted R Square Estimate

1 .196a .038 .006 1.41616

a. Predictors: (Constant), the environment of Pizza Hut , . Price of pizzas in

Pizza Hut, Quality of foods in Pizza Hut , location of Pizza Hut is easy to find

ANOVAb

Model Sum of Squares df Mean Square F Sig.

1 Regression 9.659 4 2.415 1.204 .313a

Residual 242.666 121 2.006

Total 252.325 125

a. Predictors: (Constant), the environment of Pizza Hut , . Price of pizzas in Pizza Hut, Quality of foods in Pizza
Hut , location of Pizza Hut is easy to find

b. Dependent Variable: In Terms Of Visiting a restaurant

39
 Marketing 470

Coefficientsa

Standardized
Unstandardized Coefficients Coefficients

Model B Std. Error Beta t Sig.

1 (Constant) 1.930 .483 4.000 .000

location of Pizza Hut is easy to -.035 .164 -.020 -.212 .832

find

. Price of pizzas in Pizza Hut .118 .139 .078 .853 .395

Quality of foods in Pizza Hut .214 .132 .153 1.629 .106

the environment of Pizza Hut .077 .147 .050 .525 .601

a. Dependent Variable: In Terms Of Visiting a restaurant

Step:1 ANOVA

F(4,121)= 28.864 & P=0.000 < 0.05

So, it is a significant test.

Step:2 Coefficients

Y= a+b1x1+ b2x2+ b3x3 + b4x4

We should read the unstandardized Coefficients.

Y = 1.930-0.035 [finding the location] + 0.118 [price] +0.214 [quality of foods] +.077
[environment]

Step:3 Model Summary

R2 = 0.038

So, 3.8% of the frequency of visit to Pizza Hut by the survey respondent is affected by the
finding the location, price, quality of foods and environment factors.

Adj R2 = 0.006

So, the model is 6% fit

Case Processing Summary

Cases

40
 Marketing 470

Coefficientsa

Standardized
Unstandardized Coefficients Coefficients

Model B Std. Error Beta t Sig.

1 (Constant) 1.930 .483 4.000 .000

location of Pizza Hut is easy to -.035 .164 -.020 -.212 .832

find

. Price of pizzas in Pizza Hut .118 .139 .078 .853 .395

Quality of foods in Pizza Hut .214 .132 .153 1.629 .106

the environment of Pizza Hut .077 .147 .050 .525 .601

a. Dependent Variable: In Terms Of Visiting a restaurant

Step:1 ANOVA

F(4,121)= 28.864 & P=0.000 < 0.05

So, it is a significant test.

Step:2 Coefficients

Y= a+b1x1+ b2x2+ b3x3 + b4x4

We should read the unstandardized Coefficients.

Y = 1.930-0.035 [finding the location] + 0.118 [price] +0.214 [quality of foods] +.077
[environment]

Step:3 Model Summary

R2 = 0.038

So, 3.8% of the frequency of visit to Pizza Hut by the survey respondent is affected by the
finding the location, price, quality of foods and environment factors.

Adj R2 = 0.006

So, the model is 6% fit

Case Processing Summary

Cases

41
 Marketing 470

Report

In Terms Of Visiting a restaurant

Sex Mean N Std. Deviation

male 2.8023 86 1.42102

4.1 Independent T-TEST (preference)
female 2.7000 40 1.43581

Total 2.7698 126Group Statistics

1.42078

Sex N Mean Std. Deviation Std. Error Mean

In Terms Of Visiting a restaurant Male 86 2.8023 1.42102 .15323

female 40 2.7000 1.43581 .22702

Independent Samples Test

Levine’s Test for

Equality of Variances t-test for Equality of Means

.95% Confidence
Interval of the
Difference

Mean Std. Error

Sig. (2- Differenc Differenc
F Sig. t Df tailed) e e Lower Upper

In Terms Of Equal variances .001 .973 .375 124 .708 .10233 .27285 .09907 .10558
Visiting a assumed
restaurant Equal variances .374 75.44 .710 .10233 .27390 .09905 .10560
not assumed 5

42
 Marketing 470

Here p of levene’s test = .973>.05 so insignificant

So, we need to read the first line of the t –test

Male (N = 86, M= 2.8023, SD = 1.42)

Female( N= 40, M=2.70, SD=1.44)

Here T (124) =.973, P = .708>.05 so this is an insignificant test. We can say

that in the sample of (86+40) =126 respondents there is no significant
difference between male and female in terms of visiting a restaurant.

4.2 Independent T-Test (price of food items)

Group Statistics

Sex N Mean Std. Deviation Std. Error Mean

price of food items at Pizza Hut is Male 86 1.6279 .68679 .07406

female 40 1.6250 .74032 .11706

43
 Marketing 470

Independent Samples Test

Levene's Test for

Equality of
Variances t-test for Equality of Means

.95% Confidence
Interval of the
Difference

Mean Std. Error

Sig. (2- Differenc Differenc
F Sig. t Df tailed) e e Lower Upper

price of food Equal variances .156 .694 .022 124 .983 .00291 .13475 .00130 .00451
items at Pizza assumed
Hut is Equal variances .021 71.23 .983 .00291 .13852 .00125 .00456
not assumed 4

Here p of levene’s test = .694 >0.05 so insignificant

So, we need to read the first line of the t –test

Male (N = 86, M= 1.63, SD = 0.867)

Female( N= 40, M=1.63, SD=0.74)

Here T (124) =.694, P = .983>.05 so this is an insignificant test. We can say

that in the sample of 155 respondents there is no significant difference
between male and female motivating factor that prompt them to visit Pizza
Hut based on its expensiveness.

4.3 independent T-Test ( Motivating Factor)

44
 Marketing 470

Group Statistics

Sex N Mean Std. Deviation Std. Error Mean

often visiting pizza hut Male 86 2.8372 1.10465 .11912

Female 40 2.7000 1.22370 .19348

Independent Samples Test

Levene's Test for

Equality of Variances t-test for Equality of Means

.95% Confidence
Interval of the
Difference

Sig. (2- Mean Std. Error

F Sig. t Df tailed) Difference Difference Lower Upper

often visiting Equal variances 1.107 .295 .627 124 .532 .13721 .21883 .13460 .13982
pizza hut assumed

Equal variances .604 69.580 .548 .13721 .22721 .13449 .13992

not assumed

Here p of levene’s test = .295 >0.05 so insignificant

So, we need to read the first line of the t –test

Male (N = 86, M= 2.84, SD = 1.10)

Female( N= 40, M=2.70, SD=1.22)

Here T (124) =.295, P = .532>.05 so this is an insignificant test. We

can say that in the sample of 155 respondents there is no significant
difference between male and female motivating factor that prompt
them to often visit Pizza Hut at any given time.

4.4 independent T-Test ( Interior Envoronment)

45
 Marketing 470

Group Statistics

Sex N Mean Std. Deviation Std. Error Mean

interior environment of the male 86 2.2558 .94789 .10221

Pizza Hut is female 40 2.2750 .90547 .14317

Independent Samples Test

Levene's Test for

Equality of
Variances t-test for Equality of Means

95% Confidence
Interval of the
Difference

Mean Std. Error

Sig. (2- Differenc Differenc
F Sig. t df tailed) e e Lower Upper

interior Equal variances .001 .978 -.107 124 .915 -.01919 .17890 -.37327 .33490
environment of assumed
the Pizza Hut is Equal variances -.109 79.42 .913 -.01919 .17591 -.36930 .33093
not assumed 3

Here p of levene’s test = .978 >0.05 so insignificant

So, we need to read the first line of the t –test

Male (N = 86, M= 2.26, SD = .95)

Female( N= 40, M=2.28, SD=.91)

46
 Marketing 470

Here T (126) =.978, P = .915>.05 so this is an insignificant test. We can say that in the
sample of 126respondents there is no significant difference between male and female
motivating factor that prompt them to prefer Pizza Hut based on its interior environment..

11.0 Recommendation

1. There is no bill board of pizza hut in Dhaka city. So they are not aware of attracting
their customer by bill board or other outside marketing. They can give some
advertisement is billboards in different areas of Dhaka city.

2. Even they don’t have any advertisement in radio or television. Radio and television is
the best media for advertising. So, pizza hut is not concern about attracting people by
giving advertisement. If they do it they can capture more customers.

3. Pizza hut has only two outlets in Dhaka city. So the people from other than Gulshan
and Dhanmondi find it difficult to go there. If they wish to go there, for time shortage or
distance might be their constrains. So they can open new outlets in other areas of Dhaka
city. That will be better for those people who want to go there and want to become their
loyal customer.

4. From our research we have found that most of the customers come to know about Pizza
hut from their friends. Which is clearly indicating that their promotion is not that much
powerful to attract customers. So they should consider it and give emphasize to their
promotion campaigns.

Conclusion

Pizza Hut can attract customers by putting billboards in various parts of Dhaka
City, as well as putting advertisements on the televisions and radio, something Pizza Hut
had never done. Pizza Hut can also attract more customers by opening new outlets in

47
 Marketing 470

various parts of the city. Since it has been proven that word of mouth has been the most
effective mode of exposure for Pizza Hut, Pizza Hut should give due consideration to it
while conducting their promotion campaigns.

48