Professional Documents
Culture Documents
Shu H033
Shu H033
Title The Relationship between Advertising Strategies and Brand Building of Café de
Carol Fast Food Hong Kong
Student No 91203474
ii
Sheffield Hallam University
Title The Relationship between Advertising Strategies and Brand Building of Café de
Carol Fast Food Hong Kong
STUDENT No 91203474
iii
ACKNOWLEDGEMENTS
who generously gave her guidance and support throughout the course and research
A special note of thanks is extended to the respondents and my classmates for their kind
assistance in doing the survey. They provided valuable advice on the research and
knowledge of SPSS.
Lastly I would like to thank my higher diploma’s English teacher, Tim, the Centre for
Independent Language Learning assistance, Mike and my friend, Thompson. They helped
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ABSTRACT
This study was examined the relationship between Advertising Strategies and Brand
Building of Café de Carol Fast Food Hong Kong. Many brands and companies will
through mass media and several distribution channels to promote their product or service
their brand and product (O’Guinn et al, 2003). Also, it can establish the brand in people
memory and linking strong, favorable and unique (Keller, 1998). Café de Coral promotes
their brand and product through different advertising channels such as Television, Print,
Café de Coral the relationship between advertising and brand. Four Café de Coral
restaurants from commercial center and estate were utilized in this study. Total of 122
(out of 150) completed questionnaires received. The data were analyzed by Statistical
Package for Social Sciences (SPSS). Also, all respondents knew Café de Coral restaurant
customers and can motivate people to patronage. It reminds the brand and gives a strong
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CONTENTS
ACKNOWLEDGEMENTS ii
ABSTRACT iii
CONTENTS iv
LIST OF TABLES ix
CHAPTER I
INTRODUCTION 1
CHAPTER II
LITERATURE REVIEW 6
2.1 Introduction 6
2.3 Brand 8
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2.3.3 Brand awareness 10
2.4 Strategy 12
2.5 Advertising 14
CHAPTER III
METHODOLOGY 28
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3.4 Sampling 30
3.5 Questionnaire 32
3.8 Summary 35
CHAPTER IV
4.1 Introduction 37
4.6 Summary 58
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CHAPTER V
5.1 Conclusion 59
5.2 Limitation 60
5.3 Recommendation 61
REFERENCES 63
APPENDICES 67
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LIST OF FIGURES
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LIST OF TABLES
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CHAPTER I
INTRODUCTION
Café de Coral is the largest and most famous Chinese fast food chain in Hong Kong.
From 1968 to present, Café de Coral has forty years experience in brand building and
product promotion. Advertising strategies are a very important part of brand building
because Café de Coral has created some promotion tool to promote their product to
public.
In this case, Café de Coral is a very popular and famous Chinese fast food restaurant and
there are some big chains competitors such as Maxims’ and Fairwood, and how Café de
Coral can ensure their market leader position in past and future, most of the
The Fast food industry is very popular and one of the main dining culture in Hong Kong.
In the Fast Food industry, there are many different styles existing such as Japanese style,
Café de Coral is a Chinese fast food restaurant. It is the market leader in the Chinese fast
food industry.
For instance, Café de Coral had promoted their slogan ‘A Hundred point of Excellent” in
all advertisements and this slogan was kept in every Hong Kong persons memory.
By the advertising strategies, Café de Coral promotes their new dishes and their brand
together though the MTR billboards, Television advertising, radio, newspaper and
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magazine printing advertisement. About the Television advertisement, Café de Coral has
created some very innovative and new ideas to attract public awareness. It is because TV
public.
Café de Coral also has promoted their loyalty club plan, “Club 100”, to the public though
advertisement and it can build up strong customer relationships and loyalty.( Café de
beauty of advertising images, laugh at the wit of copywriters or realize our fantasies
about own attractiveness and power vicariously through owning the right brands.
Advertising is an important part of the creation and maintenance of the contrived brand
values that make particular brands distinctive, memorable and above all desirable to their
Café de Coral has kept improving their service, food quality, variety of food and hygiene
standard to meet customer need and create a trend in the fast food industry.
This study will examine how Café de Coral maintains the brand popularity and catches
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1.3 Aim and Objectives of study
Many hospitality organizations now consider how to gain more market share in their
industry. Some of the organizations would like to through innovation products, high
quality service, reliable brand and other aspects to attract their target customer. If nobody
knows what organizations have done, it is an effort and cost wastage. At this moment,
advertising is an important role of promote the effort to public and make a awareness to
everyone. Advertising can support specific marketing strategy and one of the functions is
Against this background, the aims and objectives of this study was to evaluate the
advertising and brand relationship, from the advertising strategies, organizations may
build awareness, loyalty and keep customer relationship from on a long term base. The
aim of this study is to study how Café de Coral’s advertising strategies can help the
company build its brand in Hong Kong. Therefore, there are three parts in the dissertation
advertising strategies and the effect on brand building and study the customer expectation
However, according to this study result it will state the important role of advertising how
to improve a food industry image and profit directly. Except Hong Kong, Café de Coral
also can make reference to using advertising strategies in mainland china since Café de
Coral planned to expand more branches in mainland next year. (Café de Coral Annual
Report 2008)
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1.4 Research method
To obtain this information and get into evaluation, all analysis data must be supported by
brand. Beside primary research, secondary data also be carried out which includes related
advertisement of café de Coral, annual report, news, any related statistic data from
Also, the questionnaires in the primary research will focus on advertising build up
awareness of Café de Coral and will it influence customer behavior such as perception
and expectation.
The study is separated in four parts which are literature review, methodology, result and
conclusion. Literature review will show some theories and relevant opinion about the
study topic. Methodology will show that what research method, structuring, sampling
information were used. Result will give the details of analysis for the primary and
secondary data. Lastly, the conclusion will state the area of recommendations and
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Chapter II
LITERATURE REVIEW
2.1 Introduction
In this part, there are four major parts included which is Fast food, Strategy, Brand,
Customer behavior
The review would cover the definitions and some key theories in the literature. There are
some different opinions to define. Also, there are some relationship between advertising
and brand.
Hong Kong is an International city in the world. There are many different style of fast
food restaurant are existing such as American style fast food restaurant (McDonald, KFC),
Chinese quick service restaurant (Café de Coral, Fairwood and Maxims), Hong Kong
style restaurant ( Tsui Wah reataurant, Shun King Restaurant) , food court typically
attached to malls (food public or city super food court) and some local snack (fish ball)
Fast food has not a single definition or interpretation since it can define in a number of
ways (Ball 1992). Also in the food and culture encyclopedia (2003) stated that fast food
and quick food in the restaurant industry, these items are between sold and delivered in an
amount of time ranging from a few seconds to several minutes. Nowadays, there are
widely in food type, encompassing virtually all kinds of meats, preparation methods, and
ethnic cuisines.
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Random house unabridged dictionary (1987, p.701) defined it as “Food as hamburger,
Café de Coral is the largest Chinese restaurant group in the world and Hong Kong Stock
Exchange listed company limited. The major operations include fast food outlets,
institutional catering, specialty restaurants, food manufacturing, and distribution etc (Café
The first Café de Coral opened in 1968 on Sugar Street, Causeway Bay. After years, Café
de Coral evolved from a single outlet to a leading Chinese fast food chain with over 120
restaurants, serving over 300,000 customers daily. It keeps improving its products,
restaurant environment and service quality to ensure the best values for customer’s
money in line with its performance pledge: “A Hundred points of Excellence” (Café de
At the 1979, Café de Coral was a first catering business setting a central food process
plant to ensure the product standardization and in February of 2006, Café de Coral was
create a new era in 4th Generation design to enhance their competitive (Café de Coral
Nowadays, Café de Coral has 23% market share in Hong Kong fast food industry
(WenWeiPo, 2008) and had opened 135 restaurant in Hong Kong until March of 2008
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( Café de Coral Annual Report, 2008).
There are many people through that Café de Coral’s food is value for money and they
will concerning about money of their meal instead of taste. (Cheng, 1998)
2.3 Brand
Brand? What is it? There are some different meaning and definitions to descript. Brand
can be tangible and intangible when the brand goes in the different situation.
But brand can affect repeat business and the image of the company as well.
Jewler and Drewniany (2008) pointed that brand is a much more than a name, logo, or
Learner Dictionary (1992, p.106) was define “Brand is trademark or particular kind of
goods with such a mark” that mean the brand is a label or sign which for customer to
Therefore, Barlow and Stewart (2004) defined brand is a unique identity. It is a shorthand
way the public thinks about what you do, produce, serve, and sell. Barlow and Stewart
(2004) also agreed that the brand meaning which is brand are names, logos, beliefs and
the goods an service of one seller or group of sellers and to differentiate them from those
of competition.”
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2.3.2 The important of brand
From pass to present, many famous or popular companies recognize brand as a very
important and essential part of their marketing strategies plan since the brand have promise
customer something like benefit of the products and it will though advertisement distribute to
public.
It is because brand can create a competitive advantage and profound image with product and
service to customer. Many authors recognize brand is a promise which promise benefit to
customers.
VanAuken (2003, p.5) pointed that the” more importantly, a brand is the source of a
organization dose should be focused on enhancing delivery against its brand’s promise. A
company can keep in which level or standard Zhivago (1994), company would like to
know what customer want company to do such as processes, products and people. Then
consider which important aspects can give the best competitive advantage
Base on the benefit and promise of the brand provided, customers will more aware that
brand product announcement and it can maintain the brand relationship with customers
but the brand must be provide a consistency or better benefit to them. Also, brand
awareness is an issue of whether a brand name comes to mind when consumers think
about a particular product category and the ease with which the name is evoked.
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(Czinkota, Dickson and Dunne, 2000)
Brand awareness is very important when the company would like to be strong and get
more profit. It is because the number of customer will increase when the brand awareness
also increase. One of a firm’s valuable assets is a well-established brand name that
According to Hong Kong trade Development Council research (2005, p.7) “if brand
promotion is successful and consumers like the brand, the company can set a higher retail
price and achieve a higher profit margin. So it means the brand is a one the channel to
help company add the product’s value and gain more profit.
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2.4. Strategy
The Compact Oxford Dictionary thesaurus (2002 p.896) defines strategy as “1. A plan
designed to achieve a particular long term aim. 2. The art of planning and directing
Day (1999, p.46) defined that “Strategy describes the direction the organization will
purse within is chosen environment, and guides the allocation of resources. A strategy
also provides the logic that integrates the parochial [perspectives of functional
departments and operating units and points them in the same direction.
Advertising strategies can separate in two parts which is promotion in media and below
Advertised in media which is include TV, newspaper, outdoor promotion like billboard
and poster which post in the MTR station or other place. And all media is though the
be unaware that promotion is taking place (Batra, Myers and Aaker, 1996).E.g.
mail, personal selling, public relations and trade shows. But all of the channels are also
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Though the advertising strategies, a company can promote their organization or product
easier and it can increase the product awareness and positive image. Base on the Pearson
(1996 p.49) Figure 1.1, Companies and their brands will though the mass media and
several distribution channels to promote their product or service to reach more tightly
Companies
Brands
↓ ↓ ↓
Mass media and distribution channels
↙ ↓ ↘
Customers
Also, Café de Coral advertisement have not represented by any celebrities. On the
other hand, all advertisements are using other way promoted which is informative
and elegant picture. It can enhance the class in overall feeling. (see appendix for current
advertisements)
2.5 Advertising
For the advertising, we can find out in everywhere such as TV, newspaper, poster in the
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website.Advertising is one the most frequently used and powerful communications
mediums for brand building (VanAuken, 2003) and which is a paid communication
channel for all people who want to promote whatever they want to let people know.
(VanAuken, 2003)
From the O’Guinn, Allen, Semenik (2003, p13) stated the advertising is
regarded as one element of the promotional mix, a management tool defined by its
explicitly promotional, mediated and paid-for character and differentiated from other
Company can deliver message though a communication medium to reach more than one
person, typically a large number or mass of people. The advertisement informs the
consumer for some purpose, and that purpose is to get the consumer to like the brand
and because of that liking to eventually buy the brand. Advertising is a middleman
between company and customer and company do not use one-on-one promotion tool to
promote their brand and product. (O’Guinn, Allen, Semenik article, 2003)
From those author’s theories, the role of advertisement and other communication tool is
to establishing the brand in people memory and linking strong, favorable and unique.
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(Keller, 1998)
There are many types of advertising nowadays and company will show the
advertisement in everywhere customer they will touch with such as advertise at the back
of ticket, product packaging, TV, newspaper, magazine etc. The major channel of
TV is the media vehicle that most powerfully reflects and projects audience aspirations
and fantasies. “TV advertising remains the most visible and prestigious form of
advertising and the most convenient way to reach an audience of millions. It can be an
expensive medium. A TV ad sends a message about the aspirations of the brand and
places it in just position with the most prestigious brands” (Hackley 2005 p.118-119).
Television advertising has a great ability to dramatize the brand and broad reach many
There were some television advertisement of Café de Coral used to promote the new
product and brand to public such as Dairy Brisket Curry, Baked Thick-Cut Pork Chop
with rice, Hot Pot Connoisseur, Flaming Hot Dishes, year round student offer and etc.
All of the products with brand name, slogan were broadcasted by television to enhance
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the total feeling of Café de Coral.(Café de Coral official website,3 2009)
Radio has the quality of immediacy, since many radio ads can be produced in a few
hours and broadcast that every day. Radio can reach many people attention since it is
often background music of workshop, motorcar and listeners can do anything while
Radio is a very efficient media since can broadcast everywhere when you have a radio
even a small size or big size one. Therefore, it is a good frequency medium and can
Print media offers big contrast to broadcast media. Most importantly, because of its
self-paced nature, magazine and newspapers can provide much detailed product
Magazine and newspapers advertisement can reach readers well. Around 88 percent of
reader read newspapers at least once a week. The importance of newspaper advertising
Newspaper advertising can used to attract attention to a web site for further information.
Newspapers reach people in the mornings better than other media (hakeneille, 2005)
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Free newspapers to be more popular in Hong Kong and MTR station distribution was
the main channel to get free newspaper .70% Hong Kong people will read free
newspaper and 80% will read the traditional newspaper (江迅, 2005).
Café de Coral had post the advertisement in some local newspaper and magazine such
as apple daily, oriental daily and U magazine. (Apple daily, 2008 ; oriental daily, 2008,
U magazine, 2008). However, in shop poster and internet banner also had posted to
promote the new products and company slogan” A hundred points of excellent”. (Café
realized that it has greater impact and reach than previously thought (Hackley, 2005).
Also, there are many new approaches of outdoor advertising such as space on air
balloon, Bus advertising, laser beam projected promotional image on large building and
taxi. All of them can use with moving effect together to attract view of people.
While national coverage is difficult to achieve and targeted audiences cannot be well
defined, outdoor advertising is a powerful medium for attract high awareness. (Hackely
2005). Café de Coral had posted their new advertisements in the MTR station and
outside billboard.
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The advertising can help the brand reach their target customers in a short period and can
build up awareness, relationship and loyalty between customer and brand. In following
Advertising can increase customer awareness and make another feeling to customer of
the product or company image and knowledge. According to Hackley (2005, p.66) state
that, ”Advertising can also support more closely specified marketing techniques such as
positioning and repositioning, market segmentation, launch and relaunch, raising brand
Awareness, an important beginning of all brand and product, it can help brand and
product to announce where ever the company want promote. Advertising has helped to
develop a world’s most well known brands like Coca-Cola, Sony, McDonald’s, etc.
brand name is improved the extent to which it is: (1) simple and easy to pronounce or
spell; (2) familiar and meaningful; and (3) different, distinctive, and unusual”.
a way of firm uses the mass media to communicate to current and potential customers. It
is an essential marketing tool that helps create brand awareness and loyalty. (O’Guinn,
Advertising is one of the most important means of promotion for brands. It can increase
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brand awareness and build up brand image and reputation within a short time. (Stone
and desomond, 2006) It can also reinforce consumer’s memory of the brand and guide
or stimulate their demand and consumption. (Hong Kong trade development council
In order to the Li and Soo (2008, p.260), “Advertising can enhance brand name
recognition and create a brand premium so that the brand can command a higher price
relative to competing products almost identical physical features. They also pointed that
the Advertising activities of restaurant company aim to create awareness and to preside
consumers by establishing brand identity, creating demand, and positioning the brand.”
Moreover, advertising is customer last memory of product before they buy it. “From
consumer perspective, advertising is often the only step that they see before
consumption.” (Hackley 2005 p.56). In context Jackson et al. (2008) state that the large
corporations will more often have the resources for major advertising campaigns using
mass media such as television and radio than smaller independent establishment.
Advertising can make customer to take action to buy or other further action. Make
customers have to try the product and experience the brand benefit. It is a first step of
make a interactive between customer and company though advertisement. The method
by response is invited, the reward for response and data collected at response are all
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factors that affect brand image as well as response levels. (Pearson, 1996)
Upshaw(1995) state that advertising is only one form of brand identify support, but it is
one form of commitment marketers must consider making to maintain brand loyalty and
build a stronger brand identity. Brand loyalty is very important of company sustainable
since it can help the brand and company increase their repeat customer and profit.
Advertising can help the product and brand to establishing long term purchasing pattern.
O’Guinn, Alen, Semeniik (2003, p.23) agreed that that the Brand loyalty is very
important which is “Loyalty to a brand is one of the most important assets a firm can
have. While brand features are the most important influence on building and
maintaining brand loyalty, advertising plays a key role in the process as well.
consumers to remain brand loyal.” Pearson (1996) state that loyalty is the propensity of
customer and it can make the relationship closer with brand and it can make customer
and special promotion are just few of the marketing strategies used by restaurant
operator to attract and keep their loyal customer. That mean companies will though
some communication channel to inform the customer told them what new promotion is
such as new product and any special promotion (Jackson et al, 2008).
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Customer loyalty program, Club 100, is announced and implement to all of the branches.
This program will provide welcome gifts to customers who join this club at the first
time and customers can accumulate the purchase points to redeem some special offers.
Pearson (1996) agreed that the customer relationship can make customer more closely
associate with the brand and more likely the customer is to buy and Pearson (1996) also
pointed membership, advocacy and association also can help the company make a
positive relationship with their customer and those aspects may though advertising to
Therefore, advertising is announce in everywhere in any time and people was make a
consumption like watching TV, listening radio, reading magazines and surfing the
internet, all of them is a n integral part of everyday life and as such it is not a one
dimensional activity.
Also, advertising have two functions which can maintain customer relationship, there
are build awareness of new product and remind the exiting product and brand name to
customers.
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2.7 Customer behavior
Sheth (2000, p.136) defined that Consumer behavior is the mental and physical activity
undertaken by household and business consumers that result in decisions and action to
pay for and use products. And it is includes a variety of activities and a number of roles
promotion strategy which affect the customer feeling. Also, customer perception will
affect the brand building and the number of repeat customer. What is customer
According to Sheth (2000, p.142) defined the perception is “the process by which an
individual selects, organizes, and interprets the information he or she receives from the
environment.”
In addition, Sheth (2000, p.142-143), there are three steps of the perception process in
Sensation that mean attending to an object or an event in the environment with one or
more of the five senses: seeing, hearing, smelling, touching and tasting
Organization which is categorizing by matching the sensed stimulus with similar object
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2.7.2 Customer expectation
some people think the high price product must be better than the cheap price product as
well, it is because they pay a lot of money in the product also they would like to receive
Sheth, Mittal and Newman (2001) purposed that customer expectation is “such prior
knowledge and feelings become expectation – prior beliefs about what something will
posses or offer. Expectation influences perception in that we often end up seeing what
we expect to see.”
there are several factors affect customers expectations including word of mouth
recommendation from other customers, personal needs, past experience and external
Chambers (2000) Service Gap 7 pointed that many advertising intentionally builds
At the Café de Coral, they will do the best in service, quality of food and other aspects
by their slogan” a hundred points of excellent”. (Café de Coral official web site, 2008)
Promises are important thing in all categories of products, but in service industries the
promises are critical to ensure that the promises can made all aspects to be realistic and
that every employee involved in the delivery of a service is aware of those promises.
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Also, if any changes company should keep customer know about the situation difference.
In addition, too many broken promises and wrong message deliver will lead to company
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CHAPTER III
METHODOLGY
The objective of this study is to examine the relationship between advertising strategies
and brand building of Café de Coral. Primary and secondary research also used in this
study to find out advertising how to influence the brand of Café de Coral.
are Café de Coral using. The primary research is using self-administered questionnaires
to collect some data to analyze if the Café de Coral advertising is really influencing the
Zikmund (2003, p.136) defined that “Secondary data are data gathered and recorded by
someone else prior to (and for purpose other than) the current needs of the researcher.
Secondary data are usually historical, already assembled, and do not require access to
respondents or subjects.”
Secondary data is including government reports, census reports, state budget; studies and
report from universities, marketing and other research institutes or trade center; academic
journals and newsletters relevant to the problem area and etc. (Churchill, 1991)
In this study, secondary research is done by studying the Café de Coral homepage,
Annual Report, related news and other media which have mentioned Café de Coral.
Primary data is collect data by researcher themselves which are relevant to their study
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and research problem.( Ghauri, GrØnhaug and Kristianslund, 1995)
Zikmund (2003, p.175) pointed that “Questionnaire or interviews are utilized to collect
data on the telephone, face to face, and though other communication media. The more
formal term sample survey emphasizes that the purpose of contacting respondents is to
In the study, a questionnaire will be use to measure Café de Coral’s advertising effect on
customers.
According to figure 1.2, there are several choices regarding the means of collecting
(Ghauri and GrØnhaug, 2005). Primary data is important in order to learn the effects of an
advertising campaign such as the recall the advertisement and the awareness and
Primary data
3.4 Sampling
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3.4.1 Sampling Design
Sampling means reducing the researcher work load by examining the sample rather than
the whole population. So, sampling design consisted of a selection of participants for the
study. The target population for this study consists for all people in Café de Coral
restaurant. Due to the Café de Coral branches number being so large and convenient, the
sampling frame was limited to a small sample of Café de Coral diners who dine in the
business district (Tsim Sha Tsui) and estate district (Mei Foo Sun Chuen) Café de Coral.
Also, an approval from the shop manager was attained before collect data outside the
Café de Coral.
Colleting the target population of this study were identified and screened by researcher.
Base on the ethical consideration, selection screening criteria was everyone aged 18 years
old or above, who have seen the advertisement of Café de Coral and have dined in the
Café de Coral. The researcher approached the respondents outside of a Café de Coral
restaurant. Every tenth person who came out from Café de Coral was selected for the
survey. A self administered questionnaire was used for those respondents who matched
The number of units included in the sample is called the sample size. (Ghauri, GrØnhaug
Normally, people think that a large sample size is better than a small one since a large
sample size can get more support for the study, but the sampling frame is a very similar
type of interviewee, so a large number of samples is not needed. Also, sample size is
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usually chosen with a compromise between the practical issues (e.g. time, money, etc)
This study will use around 150 self administered questionnaires to collect data for three
group of people you would like to study. Surveys include interviews or questionnaires, or
In this study, a face to face questionnaire is the only one survey channel used to collect
relevant informative.
3.5 Questionnaire
Questionnaire
Self-administered Interviewer
administered
Delivery and
Collection
Questionnaire
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According to Figure 1.3, there are two main methods which are self administered and
self-administered part is, delivery and collection questionnaire which mean delivering it
In the questionnaire format, numerical Scales and category Scales are used to chose the
answer.
Saunders, Lewis and Thornhill (2003) state that the self administered questionnaire is
usually completed by the respondents, which is include online, postal and delivery and
collection. (Figure 1.3). This study will use this type of questionnaire to collect a useful
Pilot testing is intended to reveal errors in the design and improper control of extraneous
and environmental conditions. Also, pre-testing the questionnaire structure and meaning
of statements before the final test. (Cooper and Schindler, 2006). Also, pilot testing can
modify and find out the mistakes in question of questionnaires to make the questions
According to those theories, there were 20 questionnaires sent out to four groups with age
range of 18-25, 26-32, 33-39 and 40-47. There were 4 questionnaires for each age group
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After the testing, I had found some mistakes of my wordings in grammar, spelling and
formatting. Therefore, many respondents did not understand the English name of Café de
Coral or the product advertisements. So that questionnaire will be adjusted to add the
Chinese translation in the same questionnaire to help the respondents select the
appropriate answer.
Reliability is the degree to which the measure supplies consistent results (Cooper
and Schlindler, 2003), the stability or consistency with which we measure something
(Robson, 2002). For the questionnaire, one sample using to ensure the consistency of
Unifying the questionnaire questions for respondents to answer makes the results more
reliable.
test measure what we actually wish to measure (Cooper and Schindler, 2006), pre-testing
ensures the questionnaires are sent to the target respondents before taking the test to find
some mistakes or errors of those questions, thus affecting the validity of the
experiment.(Zikmund, 2003). So, pilot testing must be done before widely distributing
The data analysis that was employed, used the Statistical Package for Social
Sciences (SPSS), a standard and widely accepted analytical approach within the
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scholarly community. Survey data was transcribed from hard copy surveys into the SPSS
electronic database by the researcher. Backup copies were made and stored appropriately
Descriptive statistics were reported for all questions such as company background basic
In addition, Crosstab, independent sample test, Frequency and Means will using in the
analysis
3.8 Summary
This chapter is discussing the methodology study. It shows and explains how the study
plans on collecting and testing the relationship between advertisement and brand. As
mentioned in this chapter, basic steps of research will be included. They are sampling,
questionnaire design, type of questionnaire, data analysis method, primary and secondary
research.
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Chapter IV
RESULTS AND ANALYSIS
4.1 Introduction
The purpose of this study was to examine the relationship between advertising strategies
In this study, collect the research results by questionnaires. Therefore, this section will
This chapter will present the data analysis and results data was collected questionnaires in
the following order: Data collection, findings, demographic data, result and analysis.
A total of four Café de Coral restaurants were utilized in this study, two from Commerce
Center and two from Estate. They are located in Harbor City at Tsim Sha Tsui, Cheung
Kong Centre of Central, Mount Sterling Mall at Mei Foo Sun Chuen and Shek Kip Mei
Estate, providing a cross section of the population. A total of 150 questionnaires were
distributed to every tenth customer who leaving from the restaurant over the age of 18.
Additionally, the customers participating in the study had to have dined in the Café de
Half of the data was collected from the restaurant in commercial district, the other half
from the restaurant in estate. Of the 150 surveys distributed, 28 were returned incomplete
and were not include in the sample. So, the final samples include 122 usable surveys.
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Four Café de Coral restaurants were utilized in this study. A total of 122 usable
questionnaires were analyzed for the demographic information. For the age group, there
For the results of the questionnaires, Appendix A showed that the largest customer group
(f=36.9%) 18-25 years old category was and other two large groups were 26-32 (f=26.2%)
and 33-39 (f=27%) years old of the sample population. Therefore, 40-47 and 47 or above
age groups were the smallest customer group 6.6% and 3.3% respectively. (See appendix
Appendix B indicates that respondents 53.3% men, 46.7% women with 0.8% not
answering. (See appendix for SPSS outputs) According to Appendix C, the largest
education group was university (f=47.5%) other large groups being certificate or diploma
(f=21.3%) and secondary school (f=20.5%).(See appendix for SPSS outputs) According to
Appendix D, the largest single occupation category was white collar with 41% of the
sample population. The two other largest categories were student (f=27.9%) and blue
Appendix E has showed an income $10000 or below per month was the biggest category
with 50.8% of sample population. The other categories were $10001-$20000 with
xlii
4.4 Discussion of the Company background
Slogan
Cumulative
excellent
experience
In this section, there were three common questions for the respondents to answer. They
were the name, slogan and overall experience of food quality and product price. Café de
Coral is a famous Chinese fast food restaurant in Hong Kong, so all of the respondents
(n=122) knew of Café de Coral. Even though all of the respondents knew of Café de
Coral, someone did not know the slogan of Café de Coral. The questionnaire had six
choices including “do not know”, 91% (n=111) of respondents answered the right slogan
(“the hundred points of excellent”), 8.2 %( n=10) answered “do not know” and 0.8
Awareness
Cumulative
xliii
Valid yes 108 88.5 88.5 88.5
Respondents understood the name but did not know the slogan of Café de Coral, one of
the reasons was they were not aware of any Café de Coral advertisements which include
the questionnaire after dined in Café de Coral, so they must know the name of Café de
Coral in that moment. Café de Coral’s name and slogan were promise to the customers,
promise a hundred points of excellent on service, product and value sections. According
to Appendix F, 69.7% respondents agreed Café de Coral was value for money and other
30.3% were disagreed. Café de Coral customer concerned money instead of taste for their
Table 1.2 showed that, there were 11.5% of respondents not aware Café de Coral
advertisements and this percentage was almost similar the wrong answer percentage
(0.8%+8.1% = 9%) of slogan. Otherwise, 91% of respondents knew the slogan and
88.5% aware advertisements, it also showed that when people watched the
advertisements they will know the company slogan defiantly. It may show advertisements
xliv
4.5 Discuss the current advertisements of Café de Coral
N Percent N Percent
98 80.3% 24 19.7%
advertisement
Current advertisements
yes no Total
advertisements no 6 8 14
Total 98 24 122
table 1.3 indicates that there are 80.3% of respondent aware current advertisement and
Table 1.4 has showed there are 92 respondents had aware general advertisements and
current advertisements. Also, 16 respondents had aware the general advertisements but
However, there are 6 people was not aware any Café de Coral advertisements before, but
xlv
valuable data since they might did not remember they had nor had not aware
Café de Coral.
xlvi
Impression
advertisement % within
31.6% 37.8% 27.6% 3.1% 100.0%
newad
% within
100.0% 100.0% 100.0% 100.0% 100.0%
think
Tota Count 31 37 27 3 98
l % within
31.6% 37.8% 27.6% 3.1% 100.0%
newad
% within
100.0% 100.0% 100.0% 100.0% 100.0%
think
Crosstabs is using to compare two different categories, one is new advertisement and one
is impression of current advertisement. There were (total 69.4%) 31.6% and 37.8%
respondents through the current advertisements were attractive and original respectively.
advertisements, Café de Coral had invited some celebrities who were Alex Fong and
Janice Man to represent the company and promote new product. Nowadays, there is no
(2008), customers had a very strong impression of new advertisements when hear the
xlvii
topic of new series advertisements. Café de Coral investments will more than next year
In this research, it shows the new advertisement is good for customer commented.
According the result data, other respondents commented the new advertisements were
need to improve (27.6%) and boring (3.1%). It shows the advertisement can have some
xlviii
Expectation change after watched advertisements
Cumulative
Items Yes No
According to table 1.5, it shows that the respondents satisfied Café de Coral
advertisements and commented it is attractive and original. Also, table 1.7, the
respondents agreed the advertisement could changed their expectation and also can took
their awareness. Meanwhile, there are 79.1% of respondents agreed that advertisement
was a main effective channel to change their expectation of Café de Coral. The other
effective channel was word of mouth which is 62.8% of respondents agreed that it was a
other good channel to change their expectation. Word-of mouth communications can be
xlix
positive or negative, with each proving to influence other people’s behavior (Susskind,
2002)
For the table 1.6, it shows that 70.5% of respondent expectations were changed after they
watched the promotion advertisements. There are several factors affect customers
company and customer. (Guinn et al, 2003) in this research, it indicates that the
advertisements are a useful tool to change the people expectation. Other 29.5% of
respondent were not changed their expectation after watched expectation. They may had
their own perception in Café de Coral such as they through that Café de Coral was not
value for money, even they had watched attractive advertisement. So their expectations
still no changing.
l
4.5.1 Discuss the effect of Advertisements
Table
Importance of promotional channel 8.
t-test for Equality of Means Impor
are
No aware -1.440 15.493 .170
six
In shop promotion aware -1.966 120 .052
Prom
No aware -2.528 20.167 .020
otiona
Internet aware -.335 120 .738
l
No aware -.420 19.695 .679
chann
els which can strongly motivate customers to buy food at Café de Coral. Independent
Samples Test was used to analysis the data of these promotional channels. This sample
test showed that there were significant differences between how aware the respondents
were of the different channels and their views on the channel’s motivation.
li
channels were not significant. For the television advertisements, who aware Café de
motivate people to come in the restaurant since “television was a huge communication
The results of Table 1.8 showed that the print advertisements and in shop promotion
strongly motivated people to buy food in Café de Coral even if the respondents not aware
of this promotional channel. Print advertisements can provide a brand name, slogan and
detailed product information to the public (Keller, 1998) and the advertisements are
Newspaper and Magazine advertisements influence people’s habits since many people
read newspaper at least once a week (BBC Chinese, 2005). According to those factors,
even people had not especially aware the Café de Coral advertisements but when they
People through that in shop promotion was important motivation channel because they
had not aware the promotion advertisements before they came in the restaurant. They saw
the in shop promotion items such as point of sale and in shop posters. All of the items
were attractive than others promotion advertisements in their mind. So that, in shop
On the other hand, if somebody was aware the promotion advertisements and they were
not really agreed the in shop promotion was a high motivation tool for them. It is because
lii
they had seen the advertisements and had their own choice or expectation. It was not any
change even they came in the restaurant and saw the in shop promotion.
Finally, Outdoor advertisements, word of mouth and internet promotion were not a very
important motivation tool to promote brand name and product information in this
research.
There are four categories which were “try dishes because of the advertisements”, “obtain
the new product information”, “remind the brand or brand name” and “make people get
the strong impression” to discuss the feeling people think about the advertisements effect
of Café de Coral.
One-Sample Statistics
N Mean
Obtain
122 1.8934
information
Remind the
122 2.1311
brand
Strong
122 2.0164
impression
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**Average point= 2.5 )
According to the table 1.9, there is assuming that average point of those questions was
2.5 since there was only 1 to 4 point for respondents answer. There were four choices
which were strongly agree, agree, disagree and strongly disagree to identify the people
feeling. At the table, all of the mean were above average point (2.5). The range of the
mean was within 1.89 to 2.13 which was between strongly agree and agree. It seems that
almost all of the respondents agree that the Café de Coral advertisements could affect the
people feeling of the restaurant. There was analysis each question deeply in the
following.
Cumulative
disagree
As the result of table 1.10, there were 33.6% of respondents strongly agreed and 41.8%
of respondents agreed the Café de Coral advertisements were influenced them to try the
liv
dishes because of advertisements. Base on the literature, there was a function of
advertisements which was call for action and it was a first step or opportunity to build a
relationship between customers and brand (Alperstein, 2003) since the customer willing
According to table 1.8, respondents through that television and printing advertisements
were a very important tool for motivate people try the dishes. Other 24.6% respondents
disagreed the advertisements could made them to try the dishes. In this case, they may
not aware Café de Coral advertisements or they had their own perception or eating habit
lv
Obtain a new product or promotion information
Cumulative
disagree
The total percentage of respondents who strongly agree (24.6%) and agree (63.1%) they
could though the Café de Coral advertisements to obtain the new products or promotion
pervious customers roughly the new promotion or any special promotion (Jackson et al,
2008). It is a one of the advertisements functions if the people aware the advertisements
they will have a memory about the brand and product and a marketing strategies to attract
and keep their loyal customer (Jackson et al, 2008). Therefore, the table 1.11, was
predominately strongly agree (x=1.89), compare with others categories (x= 2 - 2.13). It
seems that the most important function of Café de Coral advertisements were received
information.
lvi
Cumulative
disagree
The findings in table 1.12 indicated that there were 74.6% of the respondents strongly
agree and agree the Café de Coral advertisements could helping them to remind the brand
name and other memories. When Customers more aware the brand product
announcement and it can maintain the brand relationship and brand name comes to mind,
the name is evoked when consumers think about a particular product category (Czinkota
et al, 2000). Remind the brand and build up loyalty also a one of the important role of
advertisements. But according to the table 1.9, the mean of the remind brand was not rank
on the highest level (x= 2.13) and it was the least of those categories. It seems that, at this
moment respondents through that reminding brand was not a most important function of
Cumulative
lvii
agree 62 50.8 50.8 75.4
disagree
As this table 1.13, there are shows that 75.4% of respondents strongly agree and agree
Café de Coral advertisements were a good channel to make them had a strong impression
in brand, company, product and so on. As the advertisements could build up awareness of
the brand or product, after awareness advertisements which could make people
impression to be more strongly and built up their loyalty. It can also reinforce consumer’s
memory of the brand and guide or stimulate their demand and consumption (Hong Kong
trade development council research 2005 p.38). Also, an advertisement is people last
memory and only step that they see before consumption (Hackley 2005). Other people
who disagree the advertisements was not made their impression strongly since they
through that made strong impression must though dining experience rather than watched
brand in people memory and linking strong, favorable and unique (Keller, 1998).
4.6 Summary
This chapter presented the results of the data collection for this study of the effect of
lviii
After the analyzed of those data, it found that an advertisement was a very powerful and
customer expectation. But, in this study, word of mouth is not a main analyze items. It
may analysis in further study from other researcher. In the next chapter will give a
lix
CHAPTER V
CONCLUSION, RECOMMEDATION AND LIMITATION
5.1 Conclusion
Café de Coral provides its service which food quality and variety of food in good standard.
Advertising can provide a suitable stage to announce Café de Coral service and food how
to meet the standard and put it into people memory. This is a relationship between brand
In the research, there were using survey and evaluated using Statistic Package for Social
Sciences (SPSS). Total of 122 completed survey after screen incomplete or somebody
was below the standard to answer the questionnaires. For the demographic information,
the largest customer group were 18-25 years old (f=36.9%), 26-32 (f=26.2%) and 33-39
(f=27%) years old categories that their educational level between certificates (f=21.2%)
and university (f=47.2%), white collar (f=41%) and student (f=29.7%) were the largest
occupation level.
All of respondents (n=122) knew of Café de Coral, but someone did not know the slogan
From the research data, there were similar percentages of no aware advertisement and
answered a wrong slogan. It can be slightly proved advertisement which can affect people
In the advertising strategy, Café de Coral has changed their promotion style which is
represented by celebrities, Alex Fong and Janice Man, use an informative advertisement
lx
and elegant picture to attract people awareness. There were 69.4% of respondents thought
the current advertisement were attractive and original. Also, advertisement can changed
people expectation when they watched and could build up a strong impression in Café de
Coral.
Finally, people would like to try the dishes which used advertisement; can remind the
brand and give a strong impression of Cafe de Coral. So, advertisement is a powerful and
5.2 Limitation
As there are lacks of research, human resource, internal data of Café de coral, time, cost
There were not enough skills and knowledge in using SPSS which is very huge and
complicated software for survey analysis. Because of there is lack of practice and chance
to use SPSS.
For the data collection is using surveys and limited time to create limited sample size
(n=150). It may could not fully analysis the whole society of this study. This study was
focused on two districts only and four restaurants out of more than hundred Café de Coral
restaurants; it may not to identify the realistic of overall view in the whole society.
Also, in this study it cannot find out some internal data of Café de Coral for its reference
lxi
and analysis. It make the research cannot analyze more deeply.
5.3 Recommendation
For the SPSS, it may provide much practice and further knowledge to researcher. If there
is enough practice and knowledge, it could do well in less time in other sections of this
study.
Even though research data, it may not identify the whole society, but the data can show
up the real data from several levels of respondents. It can help the further researcher to do
between advertisement strategies and brand building as these two are strongly related to
all industry which would like to promote their brand and product together. Exploring
these elements provide a clear and good opportunity for future research.
Café de Coral has a big extension plan in Mainland china which is a one of a largest
market in the world. There are two main aspects if Cafe de Coral would like to expand
their business effectively. There are service and food quality, another is advertising
strategies. It is believed that this study would be helpful that provide some useful
information about advertising strategies and brand building of the Café de Coral in Hong
lxii
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2009 at: http://www.cafedecoral.com/web/download/are2008.pdf
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http://news.bbc.co.uk/chinese/trad/hi/newsid_4150000/newsid_4158800/4158812.stm
lxvi
APPENDICES
Questionnaire 問卷
I am now a final year student of Sheffield Hallam University, UK with BSc (Hons) in Hospitality Business
Management. I am going to study “The Relationship between Advertising Strategies and Brand Building of
Café de Coral Fast Food Hong Kong” in my dissertation. So, I would like to collect some useful data from
you to analysis my dissertation topic. Pleas take a few minutes to answer the following questions in this
survey and return your completed questionnaire to me to assist me finish my research.
我是謝菲爾哈林大學款接及商業管理系的學生, 現在我的畢業論文是研究香港大家樂的廣告策略與
名牌建立的關係. 所以我希望就這一份問卷可以收集到一些寶貴而有用的資料作為論文分析之用.
希望你可以抽出幾分鐘時間完成以下問卷. 謝謝!
Advertisement 廣告
5. Did you aware Café de Coral has any promotion advertisement? 你有否看過大家樂的廣告?
Yes 有□ No 沒有□
6. What promotional channel can strongly motivate you to buy food at Café de Coral?
哪一種推廣媒介可以推動你到大家樂進餐?
lxvii
板,地鐵廣告,的士車身廣告)
4. Word of mouth 口碑 1 2 3 4
5. In shop Promotion 店內廣告 1 2 3 4
(e.g. in shop poster, Point of sell, new
product launch decoration 海報, 新產品
宣傳佈置, )
6. Internet 網上資料 (forum, webpage 1 2 3 4
討論區, 網頁 etc)
7. Have you remember the following dish(es) which is/are promoted by advertisement? (you can choose
more than one)
你記得以下哪一個菜曾在廣告裏宣傳過嗎? (選擇可以多於一個)
Hot Pot 一哥火煱□ 2. Chocolate fountain sizzling plate 朱古力噴泉鐵板餐□ Make to order
collection 即叫即炒□
Baked Pork Chop Rice 一哥焗豬扒飯□ Banana Boat with Sizzling Plate 香蕉船鐵板餐□ Curry
Rice 咖喱飯□ Angel noodle 3.0 天使麵 3.0□
8. What is your feeling about advertising of Café de Coral? Following statement are related to
advertisement of café de Coral. Please circle a appropriate answer
你對大家樂的廣告有什麼感覺? 以下有一些關於大家樂廣告的提問. 請圈出正確答案
1 Strongly agree 2 3 4 Strongly disagree
強烈贊成 強烈反對
Try dishes because of advertisement 1 2 3 4
因為廣告而嘗到
Obtain a new product or promotion 1 2 3 4
information 透過廣告獲得新產品及推廣
資訊
Remain the brand of your mind 1 2 3 4
令你記起大家樂這個品牌
Make you get strong impression 1 2 3 4
令你有強烈的引象
9. Have you seen a new series advertisement of Café de Coral which have not represent by celebrities? (E.g.
Flaming hot Dish, Daily Brisket Curry, Baked Think Cut Pork Chop Rice, Hot Pot Connoisseur) 你有否
看過沒有用代言人的大家樂新廣告? (例如: 熊熊小炒, 咖喱乳飼牛坑腩, 厚切一哥焗豬扒飯, 一哥
火煱)
Yes 有□ (Please go to next question 請到下一題) No 沒有□ (Please go to question no. 12 請到第 12
題)
10. What is your impression of following new series advertisement of Café de Coral? Please circle a appropriate
box. Ranging from 1 (Higher impression) to 4 (Lower impression)
你對以下大家樂新廣告有多強烈的引象?? 請圈出合適的答案
1 Higher impression 2 3 4 Lower impression
強烈印象 不強烈印象
Daily Brisket Curry 咖喱乳飼牛坑腩 1 2 3 4
Flaming hot Dish 熊熊小炒 1 2 3 4
Hot Pot Connoisseur 一哥火煱 1 2 3 4
Baked Think Cut Pork Chop Rice 厚切一 1 2 3 4
哥焗豬扒飯
New Zealand Sirloin Steak 紐西蘭牛扒 1 2 3 4
lxviii
Tonkotsu Ramen 元祖豚骨湯拉麵 1 2 3 4
Grilled Unagi with Rice 御品鰻魚飯 1 2 3 4
11. What do you think about the new series advertisement of Café de Coral? 你覺得大家樂新廣告如何?
Attractive 吸引□ .Original 新穎□ To be improve 有待改進□ Boring 沉悶□
14. Which criteria(s) make your expectation changed? (Answers can more than one)
那一個範疇令你的期望產生改變?? (答案可以多過一個)
Word of mouth□ advertisement□ news□ lifestyle□ recommendation□
16. Gender 性別
Male 男□ Female 女□
19. Salary 月薪
$10000 or below 以下□ $10001 - $20000□ $20001-$30000□
$30001-$40000□ $40001or above 以上□
lxix
SPSS Outputs (Demographic Information)
A)
age
Frequenc Valid Cumulative
y Percent Percent Percent
Valid 18-25 45 36.9 36.9 36.9
26-32 32 26.2 26.2 63.1
33-39 33 27.0 27.0 90.2
40-47 8 6.6 6.6 96.7
47 or 4 3.3 3.3 100.0
above
Total 122 100.0 100.0
B)
gender
Frequenc Valid Cumulative
y Percent Percent Percent
Valid male 65 53.3 53.3 53.3
female 57 46.7 46.7 100.0
Total 122 100.0 100.0
lxx
C)
education
Frequenc Valid Cumulative
y Percent Percent Percent
Valid primary school or 2 1.6 1.6 1.6
below
primary school 11 9.0 9.0 10.7
secondary school 25 20.5 20.5 31.1
certificate/diploma 26 21.3 21.3 52.5
university or above 58 47.5 47.5 100.0
Total 122 100.0 100.0
D)
occupation
Frequenc Valid Cumulative
y Percent Percent Percent
Valid white 50 41.0 41.0 41.0
collar
blue collar 24 19.7 19.7 60.7
housewife 7 5.7 5.7 66.4
student 34 27.9 27.9 94.3
unemplye 7 5.7 5.7 100.0
d
Total 122 100.0 100.0
lxxi
E)
income
Frequenc Valid Cumulative
y Percent Percent Percent
Valid $10000 or 62 50.8 50.8 50.8
below
$10001-$2000 46 37.7 37.7 88.5
0
$20001-$3000 10 8.2 8.2 96.7
0
$30001-$4000 2 1.6 1.6 98.4
0
$40001 or 2 1.6 1.6 100.0
above
Total 122 100.0 100.0
F)
value
Frequenc Valid Cumulative
y Percent Percent Percent
Valid strongly agree 11 9.0 9.0 9.0
agree 74 60.7 60.7 69.7
disagree 33 27.0 27.0 96.7
strongly 4 3.3 3.3 100.0
disagree
Total 122 100.0 100.0
lxxii
Dairy Brisket Curry
lxxiii
Baked Pork Chop Rice
lxxiv
Club 100 of Café de Coral
lxxv