Ministerul Educației Republicii Moldova

Colegiul Financiar-Bancar

Marketing Research
Discipline: Business English
Topic: The consumer attitudes about
”Star Kebab”

Done by: Platon Constantin

FA1306 G

Evaluator: Coropcean Svetlana

Business English Teacher

Chișinău 2016,
 Introduction
Given the fact that "Star Kebab" is on the market since 15.11.2011 and has become quite
popular and attractive to consumers, I decided to elaborate a marketing research, advancing
the following assumptions:

Assumptions:
1. "Star Kebab" is the most visited consumer branch at the center.
2. Customers are generally satisfied with the prices of products sold by ”Star Kebab”.
3. According to the fact that "Star Kebab" is becoming more popular in the near future,
it will become a strong competitor for „Andy's Pizza”.

After developing these hypotheses, I made an electronic survey of 14 questions that will
help to specify the accuracy of such assumptions. 151 people responded to the survey.
 Following the first question we have seen that out of 151 people, 99 or majority were
women comprising 65.1% and the remaining men - 33.6%.
 To this question I found that most of those surveyed were aged between 16 and 23 years,
with a percentage of 80.3%, or 122 people. In second place were ranked two age ranges -
namely persons up to 15 years and those aged between 24 and 30 years. The fewer older
people were just 1.3%.

Further we can see that the majority of respondents are 126 students, representing -
82.9%. 21 people work - 13.8%, while 3 are unemployed - 2%.

That question was obvious that most will not have personal income (108 people) because
of the previous question, 126 people indicated that they are students. 18 people have between
1,500 lei and 3,500 lei, 14 people – have between 5001 and 6500 lei lei and 10 people -
between 3501 and 5000 lei lei.

Most interrogators prefer to eat at Andy's Pizza 62 people (40.8%), At Star Kebab 48
people (31.6%), Mc Donald's - 31 people (20.4%), and Celentano 7 persons (4.6%).

89 persons respectively 58.6%, believes that product quality and service module is highest
at Andy's Pizza, and the remaining people think that the Star Kebab.
 It is already the third question where we see a clear demarcation between Andy's Pizza and
Kebab Star, because here the majority responded that the atmosphere and decor at Andy's
Pizza are more pleasant, attractive and relaxing than at Star Kebab.

People prefer to visit "Star Kebab" at evening from 16:30 till 20:00 in percentage (50%),
only 4 of the 152 people prefer to visit Star Kebab in the first half of the day - from 8:00 till
12:00.
 At this question, we obtain such results: Centre 58 people - 38.2%, Botanica 24 people -
15.8%, Buiucani 4 people - 2.6%, Rīşcani 41 people - 27%, Ciocana 14 people - Telecenter 9.2%
and 5 people - 3.3%.

Thus, we confirmed the hypothesis number 1, that branch "Star Kebab" is the most visited in
the center.

As most students don’t have any personal income, probably do not have private transport,
therefore, for 81 people it is not fundamentally Star Kebab subsidiaries have parking.
 At the eleventh question the respondents answered that they order at Star Kebab "Star
Kebab chicken" - 107 people, "Cheese Rolls" - 3 people and "Star Kebab falafel" - one person.

We can observe that 82 of the respondents - 53.9% do not use the "Star Kebab" home
delivery service, only 3 people - 2% using option very often.
 Obviously, students try to save money, here's why 103 people are willing to spend on a visit
to Star Kebab products from 50 to 100 lei. Over 181 lei are willing to spend 10 people - 6.6%.

When I asked the respondents, how satisfied are the prices of "Star Kebab" on a scale from
1 to 10, 38 people - the majority - were given in response figure eight, the less they have given
in answer number two and three .

We see that in principle, customers are satisfied with the prices of "Star Kebab".
 Conclusions
Following the identification of responses, we can make a conclusion regarding the
previously proposed hypotheses, and detect that the first hypothesis, namely:
„Star Kebab" is the most visited consumer branch at the center." is correct because 58
people - 38.2%, which gave the majority answered "branch at the center."
The next assumption - customers are generally happy with the prices of products sold by
Star Kebab most responded positively, so here I was right.
The third assumption "Due to the fact that Star Kebab is becoming more popular in the
near future, it will become a strong competitor network Andys Pizza" can be considered the
correct one, because based on statistics from the question 5 of the survey, we can see that after
Andy's Pizza" consumers like to go to the "Star Kebab" and the majority of respondents are
satisfied with the prices of "Star Kebab".
But after this research, we find that consumers have made the choice to go to "Andy's
Pizza", noting that the products and service module, arranging premises are better at Andy's
Pizza, than at "StarKebab"
In our opinion, "StarKebab" should think and take some action to improve and diversify
the services they provide, his service and assortment. To be a danger to "Andy's Pizza", "Star
Kebab" Needs creative ideas, new offers, and other customer acquisition strategy.