Quantitative Analysis

Zou’s Chinese Restaurant is located at 77 Bennet St, East Perth. ZOU’s has prepared a questionnaire to get feedback from potential customers. The questionnaire will be distributed to one hundred people, to get more data. Based on the results of market analysis, Zou’s restaurant changes some details of the business plan.

Data was collected by distributing twenty-five surveys in four different demographics areas. The surveys were distributed among a range of different age groups, ethnic groups etc.

Figure 1: Gender

Of the hundred people surveyed 58% of people are male and 42% are female.

As 52% people’s income are under one-thousand nine hundred and ninty-nine dollars per month, ZOU’s aims to have menu designed around easily accessible and inexpensive, quick food.

Figure 2: Age Group

The graph shows that 54% of the people surveyed ranged from the age of 16 to 25, and 26% are between the age of 26 and 25.

Figure 3: Interest in Chinese food

This figure shows the percentages of people that are or are not interested in Chinese food. Out of the hundred people surveyed there 76% of them were interested in Chinese food.

Figure 4: Who are you most likely to have dinner with?

This question aids Zou’s by outlining a target market and demographic to market too.  58% of people answered with ‘family’, whilst, 30% of people surveyed chose friends and 12% answered colleagues. ZOU’s will use this information to develop a family friendly environment. There will be a children’s menu created to cater for families.

Figure 5: Officer interest in

Figure 5 shows the results for the question asking what would corporate or full time workers prefer to eat. Chinese food came in second highest rating, behind café food. These are positive results for ZOU’s.

Figure 6: Reason to appeal

The data from this question tells ZOU’s that 72% of people surveyed thought that taste was the number one factor when eating out. Taste was rated above service and environment.

Figure 7: The time you most likely to have dinner in Chinese restaurant

The data from this question will tell ZOU’s when customers are more willing to go out for food. It is clear that weekends are the popular time,  with 65% of people picking this answer. Friday and Saturday are popular days as people do not have work the next day and can afford to spend more time out.

Figure 8: How frequently would you go per month?

Figure 8 shows ZOU’s resturant has great potential for success. From the hundred surveyed, 36% people go to Chinese resturant more than three times a month, and 16% people at least once a month. Only a small percentage of 13% went out less than once a month.

Figure 9: Would you be willing to pay?

Figure 7- Explains that most people will pay twenty dollars for a meal, just 2% of people will pay fifty or more for a meal. This figure also shows ZOUs that they need to have a wide ranging menu. The menu should cater for all types and have cheaper as well as more expensive items.

Figure 10: Which kind of food you prefer?

This data tells ZOU’s what kind of food people prefer, this will also aid ZOU’s in creating a customer friendly menu.

Figure 11: How will you go to the restaurant?

This data outlines that most customers will probably drive and ZOU’s should look into providing carparking and a roue map or directions for those who use public transport.

Figure 11: How would you usually order food?

 

Zou’s resturant also provide delivery service. If the total bill is less than fifty dollars, there will be a delivery charge. Of the hundred surveyed, 78% of people said they would prefer to order take-away and only 22% said they would prefer to dine in. 

In conclusion, the analysis of the survey has given ZOU’s a clearer picture of the business and what results to expect. Not many alterations will be made to our business. However, we have done one hundred questionnaires for the market analysis is that we will need more advertising to let publication our business. Zou’s restaurant need have characteristic to attract new customers and keep old ones returning, from our service we will change a little bit to improve.