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中国食品在近几年间越来越受到欢迎;中国快餐店的数量也在逐渐增加,尽管已经有许多中国快餐店在朴茨茅斯已经存在，但在朴茨茅斯仍然有没有占领该市场的中国快餐连锁店，因此试图扩大他们的市场。这篇文章旨在找出人们对中国食品的态度,是否有机会在朴茨茅斯扩大他们的快餐市场。在朴茨茅斯对103名受访者进行了问卷调查。问卷调查的结果表明，人们的态度一般对中国食物是积极的,而且可能有机会在朴茨茅斯扩展他们的快餐连锁店市场，其他中国食品公司可以从中吸取一些经验。 本节的目的是展示这个项目的背景信息,这个项目的意义以及这个项目的目的和目标。 大部分人都有去快餐店的经验。快餐行业是为数不多的几个行业,可以被描述为全球性，因为这个行业的雇佣人员多达好几个亿且遍布全世界。 Chinese food is becoming more and more popular in recent years; the numbers of Chinese fast food restaurants is gradually increasing. Though there are already many Chinese fast food restaurants existing in Portsmouth, but there is still no Chinese fast food chain trying to expand their market in Portsmouth. This project aims to find out people’s attitude on Chinese food and whether there is an opportunity for Fairwood fast food expands their market in Portsmouth. A questionnaire survey has been conducted by 103 respondents in Portsmouth. The results of the questionnaire suggest that people’s general opinion on Chinese food is positive, and there may be an opportunity for Fairwood fast food chain expands their market in Portsmouth. And other Chinese food company may be able to draw lesson from the implication of the results. The purpose of this section is to present the background information of this project, the significance of this project, and the purposes and objectives of this project as well. Most people have the experience of going fast food restaurant. Fast food industry is one of the few industries that can be described as global because its numbers of restaurants in the world and employment of the industry that many millions of people are employed in the whole worldwide (Royle & Towers, 2001). People choose fast food restaurants because of their inexpensive price and quick service. And with the trend of more and more popular of Chinese food at the present time, most people consider that Chinese food is attractive and they would be happy to have Chinese food. One thing that needs to be explained is that most people in Portsmouth consider that the Chinese restaurants they see in Portsmouth is different from Chinese fast food restaurant, but in fact, people in China call the kind of Chinese restaurant that existing in Portsmouth Chinese fast food restaurant. The consumers for Chinese fast food restaurant are not only Chinese people, but people who are living in Portsmouth. The reason of choosing this topic is because there are many native people living in Portsmouth always go to Chinese fast food restaurant, and there are also many Chinese who would be frequent customers for Chinese fast food restaurant living in Portsmouth, which make people suspect that if there is a famous Chinese fast food restaurant chain which already have good reputation in China existing in Portsmouth, people may prefer to choose it because its brand image. Chinese food is famous for its variety of choices and tasty. However, though Chinese food is very popular at the present time, people can hardly see any famous Chinese fast food restaurant chain in Portsmouth in their daily life. Fairwood fast food is one of the most famous Chinese fast food restaurants in China, and it is chosen as the target subject in this project. The results of this project would give the suggestion on how can Fairwood fast food restaurant expanding their market in Portsmouth, moreover, other Chinese fast food restaurant chain might also draw lesson from this project while they expanding their market overseas as well. The purpose of this project is to investigate how Fairwood Fast food can expand their market in Portsmouth. This project is focused on the future of Chinese restaurant in Portsmouth. The objects of this project are: ? To critically review the academic literature about fast food and food consumption ? To investigate people’s attitude about Chinese food. ? To discover what would be the factors influencing people choose Chinese fast food restaurant. ? To analyze the questionnaires to confirm whether there is an opportunity for Fairwood Fast food to expand their market in Portsmouth. To conclude how Fairwood Fast food can expand their market in Portsmouth and give recommendations. A large part of this chapter is to critically review literature towards fast-food restaurant and trend of food consumption. This chapter will investigate both fast food restaurants and food consumption through following stages: ? What is Chinese Fast food Restaurant? ? Introduction of Fairwood Fast food ? Current situation of fast food market in Portsmouth ? The future of Chinese fast food restaurants in Portsmouth There are many different types of restaurant nowadays, such as casual dining restaurant, family style restaurant, fast food restaurant and fine dining restaurant. All of these restaurants are the results of the years of development in food industry. In the literature review, fast food restaurants was chosen as the target subject because their rapid development. As Chemelynski (2004) states that generally speaking, fast food restaurants are mainly selling limited lines of drinks and offering food items such as hamburger, fish, chicken, or roast beef sandwiches for their consumption either in the places near the restaurants or take home. Though the definition of fast food restaurant has already been explained clearly, Chinese fast food restaurant is not the same with traditional western fast food restaurants. A large difference between traditional western fast food restaurant and Chinese fast food restaurant would be Chinese Fast food restaurant mainly offer their customer with rice, soup and Chinese dishes, instead of fish, chicken or hamburger. Moreover, Chemelynski (2004) also indicates that fast food restaurants are always at an inexpensive price, suitable for different age of customer, and offering meal service as well as snack service. Customers order and pick up the food at the counter and seating is also available, but customers are not served. Though the main food that served by Chinese restaurant are different, the price for the food in Chinese restaurants are also reasonable, which regard all age of people as their target consumer. People in Chinese restaurant would buy food in counter, and collect food near the counter, which is similar to western fast food restaurant. Fairwood fast food restaurant is one of the famous Chinese fast food restaurants in China, which has a history for nearly 40 years. As Fairwood (2011) indicates in their webpage that Fairwood fast food restaurant was first established in December 1972 in Hong Kong, and their first branch store was quickly opened five years later in 1977. Moreover, Fairwood expanded very rapidly and they already have total of 52 restaurants today, which are severing more than 100,000 customers daily. The speed of expansion may suggest that Fairwood is capable for expanding its market overseas. Just same as most of the fast food restaurant, Fairwood fast food design their menu around four time segments, which are breakfast, lunch, afternoon tea and dinner. The food they offer in these four periods would be different in their price and taste due to people’s different spending and eating habits. Moreover, unlike other western fast food restaurants, Fairwood fast food restaurant mainly serve people with a wide range of Chinese food, and their menu would be changed frequently with “seasonal favorites”. Furthermore, although Fairwood fast food is a Chinese fast food restaurant, in order to enhance their attractiveness, they also enrich their menu by offering people western dishes which have been carefully redesign to suit for the local people’s tastes (Fairwood, 2011). Fairwood (2011) also regards itself as a company that advance with times for the purpose of enhance and ensure its competitiveness. Fairwood fast food constantly develops new products, which can keep the interest of its customers and build up its brand loyalty. The definition of fast food market is the sales of drinks and food for immediate consumption either inside the restaurant or in the designated eating zones (Dateminitor, 2010). Since the fast food industry has been developing rapidly, the numbers of fast food restaurants at the present time is increasing with an incredible speed. In the meantime, the competition between fast food is becoming keener and keener. According to Millstone and Lang (2008) that the global fast food market has been spread by three big fast food corporations - McDonald’s, Burger King and Subway which are representing fast food and the effect on people’s eating habits. As McDonald’s (2011) states in their website that McDonald’s is the largest fast food restaurant chain in the world, they also have nearly 1200 fast food restaurants existing in different places of UK. Moreover, according to Burger King (2011), there are more than 11500 Burger King fast food restaurants opening in 72 countries and nearly 1400 opening in UK while Subway (2011) also indicates in their webpage that by the end of 2010, there are already 1513 Subway fast food restaurant opening in UK and Ireland. Because of the trade liberalization and the removal of other policies, the barriers between the import and export of manufactured food product are becoming less and less, food from different countries become increasingly available in the world (David & Debra, 2009). People nowadays may be able to have food from other countries more easily than before, and due to the less and less of the barriers, people have more chances to have Chinese food which makes Chinese food more and more popular. With the long time development of food industry, food industry at the present time has already been in a mature period. People nowadays are care about less on the price of food and more on the standard of food because the consumption on food only occupies a small part of people’s daily consumption. As Harvey et al. (2004) states that food in the recent modern society is marked by controversy, most foods at the present time is good for people’s health, and mostly available at an affordable prices, people’s requirement on food standard is becoming higher and higher. In order to attract people, there might be several things that Chinese fast food restaurants need to do: In the first place, Chinese fast food restaurant should pay more attention on the safety of food. As Atkins et al. (2008) states that since the end of nineteenth century, consumers’ main focus on food have already moved from the quantitative guarantee of food supply to the qualitative question of the safety of food. Food safety is also one of the most important elements for food quality. Because of its importance for consumers’ health, food safety receives special attention not only by consumers but enterprises (Toldra & Nollet, 2008). Moreover, food healthy and food nutrition would also be important factors that need to be focused. As Michael (2008) states that without being affected by the confusion about what healthy is, for many people the main factor is that health is affected by nutrition. Which makes consumers’ strong desire for genuine, unbiased on health and nutrition of food. Furthermore, in order to attract different people, adding different choices for native people might be necessary. As Shepherd and Raats (2006) indicates that the choices of food is very important for consumers because of it is connecting with people’s food eating behaviors as well as other aspects. People nowadays consider food choices as important factor and restaurants with more choices of food may be attractive to people. Besides considering trend of people’s preference of food, one important thing that also needs to be concerned is the competition between food industries in Portsmouth. According to Dave (2010) states in his website, because of there are many people from different country living in Portsmouth, Portsmouth can provide people with outstanding choices of restaurant that offering people with a wide range of tastes and cuisines from different places of world, such as Bangladeshi, Chinese, Thai, Indian, Nepalese, Spanish, Italian and South American. Since there are many choices of restaurant for people, the competition in Portsmouth is very keen; in order to stand out among the keen competition, designing a unique selling point or making some changes for Chinese restaurant might be necessary. In conclusion, although there are many western fast food chain restaurants existing in Portsmouth now, there is still chance for Chinese fast food supply restaurant chain to open in Portsmouth. With the popular trend of Chinese food, there might be many people find the opportunity in opening Chinese restaurant, which may makes the numbers of Chinese restaurant in Portsmouth gradually increase. Moreover, because of the people’s requirements on food consumption, the safety of food, the health of food and the nutrition of food might be important factors that influence people most. In order to attract different people and stand out among the keen competition in Portsmouth, Chinese restaurant might also need to design special taste food which would be suit for them; in the meanwhile, designing a unique selling point or making some changes for Chinese restaurants might also be considerable. Therefore, to achieve success, Chinese fast food restaurants may need to spend more time on satisfying people’s high requirement of food. The purpose of this chapter is to present method which has been used in this project and analyze the difficulties during this project and the limitation that this methodology may have. This chapter consists of several parts which are data collection method, data collection procedures and difficulties and limitations. According to Brace (2004) states that it is obvious to people who using data collection through a questionnaire survey that the questionnaire is an important factor in its success. Moreover, as Collis (2003) indicates that questionnaire is a method which is cheaper and use less of time comparing with other methods. Because of the useful of questionnaire survey as well as the lack of time and budget during the survey, questionnaire was chosen as the data collection method in this project. Moreover, the aim of this project is to investigate the opinion of people who live in Portsmouth towards Chinese Fast food; therefore, a quantity research seems to be necessary for this project. The questionnaire consists of 11 questions, 9 of them are designed to investigate people’s opinion toward Chinese food, and the rest of 2 are to collect personal information which would be helpful while analyzing the results. Most of the questions are closed question which would be easy for comparing and summarizing the results. There is also one open question for gathering people’s comment on Chinese food as well as one ranking question for knowing how important for factors influence people while choosing Chinese restaurant. As Fisher (2004) states that in order to gather a result which can represent the whole population of an area, using questionnaire as method is necessary. That is to say, using questionnaire fits to the purpose of the project. In the meantime, since this project needs a quantity research, gathering a certain number of respondents is also important. The questionnaires were distributed to 130 people in Portsmouth in the First of March 2011. Most of the respondents were students that studied in the University of Portsmouth, and the rest of them were people who were living in Portsmouth. In the 22th of March 2011, 103 questionnaires were collected; the response rate of the questionnaire was 79%. The most difficult part during this project is the questionnaire survey. As it is mentioned in the introduction, because of this project is local, so the respondents of the questionnaire should be people live in Portsmouth. Moreover, in order to gather different people’s attitude of Chinese Fast food, it would be better if there are different level of people instead of just students who participate this questionnaire. Furthermore, most respondents did not have a general impression of what Chinese fast food restaurant is, explanations were given for respondents most of time. However, it is hard to do a questionnaire survey with stranger, only less of them would happy to。 In the meantime, there may be several limitations in the methodology which have been used in thisproject. Firstly, there is only one method being used in this project, which is questionnaire. All the data we collected were based on the questionnaire method, which may be not very representative and persuasive. Secondly, because of difficulties in doing questionnaires with people you do not know in the street, most of respondents of this project are students who are studying in University of Portsmouth, whichmeanstheresultstendtobetheopinionsofstudents. Thirdly, as Kumar (2005) states that the number of respondents for the questionnaire should be large enough to make sure the data collected is sufficient. However, because of the lack of time, the numbers of the respondents in this project is just a small number of Portsmouth, which means the project can be improved a lot by doing more questionnaires in the future. Therefore, the results of the questionnaire might not be able to represent all people’s attitude but only can represent the respondents’ attitude. The purpose of this chapter is to present the findings that after collecting the data from the questionnaires which has been finished by respondents. There were totally 103 respondents who were answering the questionnaire, as it can be seen from figure 1, 60 percent of the respondents were students who were studying in the University of Portsmouth, and the rest 40 percent of them were employee who were working in Portsmouth. Moreover, according to figure 2, 56 percent of respondents were at the age of 20-30, in the rest of respondents, 23 percent were in the age of 31-40, 17 percent of them were in the age above 40, and only 4 percent of them were under age of 20. Figure 3 presents whether people have eaten Chinese food before, 86 percent of respondents have the experience of having Chinese food before, while the rest 14 percent of respondents expressed they have not. It can be easily found in Figure 4 that there were 98 percent of the respondents who have eaten Chinese food before, expressed that they like to have Chinese food, while only 2 percent of respondents indicated that they have bad experience of having Chinese food. The frequency of going to Chinese restaurant for respondents can be seen in figure 5. 19 percent of the respondents go to Chinese restaurant once in a week, about 54 percent of respondents stated that they go to Chinese restaurant more than once in a week, while 22 percent of respondents would have Chinese food once in a month. There were also 5 percent of respondents have different frequency of going Chinese restaurant besides the 4 options. As it can be seen in figure 6, more than 53 percent of respondents indicated that they usually go to Chinese restaurant in their dinner time. In the meantime, 35 percent of respondents stated that they prefer to have lunch in Chinese restaurant. While there was only 8 percent of respondents would go to Chinese restaurant for afternoon tea. Surprisingly, none of respondents expressed views of having breakfast in Chinese restaurant. Respondents’ opinion on Chinese food can be found in figure 7, as it was shown in figure 7, 55 percent of respondents considered that Chinese food was tasty. Meanwhile, there was 29 percent of respondents felt that Chinese food had a variety of choices. However, 14 percent of respondents held a neutral on Chinese food, thinking that Chinese food was general taste, while 2 percent of respondents argued that Chinese food tasted horrible. The factors that influence people when choosing Chinese restaurant are presented in figure 8(1) and (2). As it can be seen from figure 8(1) and 7(2), more than 87 percent of respondents expressed attitude which were partial towards the variety of choices of Chinese food was the factor that affect them strongly while choosing Chinese restaurant while there was no one holding opposite opinions. Moreover, all of the respondents indicated that the taste of food in the restaurant would also be an important factor for them. There were also high percentages of people who tended to influence significantly by quality of food, price of food, and the service of restaurant and the environment of restaurant, which were 85 percent, 70 percent, 76 percent and 86 percent respectively. People’s attitude on the promotion of restaurant and the location of restaurant tended to be neutral, which were 41 percent and 44 percent respectively. The attitude on whether respondents who have not eaten Chinese food before would try Chinese food can be simply found in figure 9, 100 percent of them expressed that they would like to try Chinese food in the future. The reaction of whether respondents would try new Chinese fast food restaurant if there is a new restaurant opening in Portsmouth can be found in figure 10, 93 percent of respondents held positive views that they would go to the new Chinese restaurant, while 2 percent of the respondents expressed negative attitude that they would not try the new restaurant. And the remaining 5 percent of respondents indicated that they were not sure. This purpose of this chapter is to analyze the findings which has been arranged in chapter four and examine whether Fairwood fast food have opportunity to expand their market in Portsmouth, and how they can expand their market based on the findings. As it can be seen in the findings section, most respondents have experience of having Chinese food; moreover, the findings also indicated that the majority of respondents who have eaten Chinese food before, expressing that they enjoy Chinese food. Only a minority of people have bad experience of having Chinese food. And respondents who have not eaten Chinese food before, indicated that they would like to try in the future. Therefore, people’s general attitude towards Chinese food may be positive. Results from the findings also matches the trend of food consumption that presented in chapter one. In the first place, the findings seem to state that a large number of respondents would be happy to have Chinese food. Though it could not represent all people’s opinion, it still gave people a general impression of people’s favor in Chinese food. This is possibly because the more and more popular of Chinese food in the world today. In addition, the reasons for the small percentage of taking Chinese food for breakfast and afternoon tea may probably due to different reasons. People do not have Chinese food for breakfast may because of people’s lack of time in the morning. Most people need to go to work in the early morning, and in most people’s opinion, Chinese food always takes a long time to prepare, so they may prefer to have English food for breakfast because the lack of time. It is also possibly due to people’s different culture in Portsmouth, people may probably prefer to have English food for their breakfast. Moreover, in the traditional Chinese culture, people do not have meal for afternoon tea, which may cause the Chinese restaurant in Portsmouth make no effort on designing their afternoon tea. People might prefer to have dinner rather than afternoon tea because they usually provide some food which may also be one of the reasons for the low percentage of having afternoon tea in Chinese restaurant. Moreover, people’s general ideas on Chinese food seem to be Chinese food is tasty and there is a variety of choice for Chinese food. There was a small percentage of people indicated that Chinese food is horrible, they also stated that the reasons made their have bad experience of having Chinese food were because the Chinese food they ate before was too oily, which made them have a bad impression on Chinese food. And it might be also because Chinese food they tried in the Chinese restaurant failed to meet the requirement of native people’s taste. Furthermore, most respondents’ frequency of going Chinese restaurant were more than twice in a week, which may also be able to indicated people’s preference on Chinese food in their daily life. However, there were also some respondents indicated that they would only have Chinese food once in a few month, which may due to Chinese food were not satisfy their taste on food. And there were also some respondents indicated that sometimes they would order Chinese food by telephone, therefore, a delivery service might also be important. Finally, the findings also indicated that comparing with other factors, the promotion of the restaurant and the location of the restaurant seem to be not as important as other factors. Findings in section four showed a large preference on the taste of food, quality of food, the variety of choices of Chinese food, the service of restaurant and the environment of the restaurant. People’s preference on taste, quality and choices of food might because of the trend that has been predicted in chapter one, people’s requirement of food standard is becoming higher and higher, and people’s preference on food has changed mostly into the taste, quality and the choices of food. Moreover, the high percentage of choosing Chinese restaurant by its environment may because a cleaning environment in restaurant might provide people with healthy and safety image on their food, and a good environment and service in restaurant could also provide people with good experience. These might be the factors that Chinese restaurant needs to concern. From the discussions above, it seems that people’s general impression on Chinese food is good. In the meantime, the results of the findings also suggest that people are more likely to affect by the different choices of food, taste of food, quality of food and the price of food. Moreover, the service of restaurant and the environment of restaurant also have an impact on people’s choice for Chinese restaurant. And people would be happy to go to the new restaurant. Therefore, the discussion might suggest that there may be an opportunity for Fairwood fast food to expand their market in Portsmouth, and Fairwood fast food needs to make effort on the different factors that influence people when choosing Chinese restaurant. The purpose of this section is to present the general conclusion after the discussions and give some recommendation for Fairwood fast food on their strategy on expanding in Portsmouth; moreover, the implication on the further study would also be indicated. It can be concluded from the research project that the positive attitude of people toward Chinese food shows there would be opportunity for Fairwood fast food chain to expand their market in Portsmouth. Moreover, in order to expand their market in Portsmouth, there are several factors that Fairwood needs to concern because people’s requirements, such as choices of food, taste of food, quality of food, the price of food, the service of restaurant and the environment of restaurant. However, though the opportunity for Fairwood fast food is obvious, the competition between restaurants in Portsmouth is very keen. To succeed among many restaurants in Portsmouth, it is necessary for Fairwood to make some changes. The findings from this research project suggest that there are a large number of people who love to have Chinese food, and people nowadays are demanding healthy food and tasty food. Therefore, Fairwood fast food should make some changes to meet the requirement of native people and attract different people as well: Designing a unique selling proposition. Since the potential customers for Fairwood would be people who always have Chinese food, and people who always have their meal in western fast food restaurant such as McDonald’s and Burger King. In order to attract this people, Fairwood could add some western food in their menu as they did in China which may not only makes them different from other Chinese restaurant, but also be able attract people who go to western fast food restaurant. And this characteristic may help Fairwood to stand out of the competition. ? Fairwood fast food should focus more on their lunch and dinner meal since lunch and dinner are people’s main meal in the whole day. Meal in breakfast time and afternoon tea time may also need to be concern, but the time management for meal should be given attention, and if possible, launch a menu which is special for afternoon tea may be helpful to attract people. ? If it is possible, try to investigate more detailed for the native people’s preference on the taste of food because of difference demanding on food taste for native people. Such as some people would not prefer food with much oil, therefore, avoiding the oily of the food would be important. ? Fairwood already have a healthy image in China, and it would also be necessary for Fairwood fast food to keep their healthy image for people in Portsmouth as well, therefore, Fairwood fast food should keep focusing on the safety and quality of food, which would be better for them to provide a healthy image for people. ? If it is possible, providing a free delivery service may be helpful for increasing selling. There are a number of people who would like to order food by telephone because they would like to have food at home instead of going to restaurant. Most fast food restaurant in Portsmouth providing service but they would charge people money, which makes people choose other restaurant with free delivery. To stand out in the competition, providing a free delivery service may be important. Because of the limitation of time and information, this research project is not presented in an ideal level. For the further study on this project, people can improve this project by doing more questionnaires which are based on the attitude on Chinese food of native people who live in Portsmouth. |
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