Question

Taco Bell, one of the leading fast food chains in USA, plans to start operations in Pakistan (Karachi). Taco Bell, in its country of origin, is known for spicy Mexican food and affordable prices. In Pakistan, however, it is an almost unheard of entity. A large Pakistani group has taken the franchise and wishes to conduct a pre-launch survey to gauge the likely consumer response based on consumer’s preferences in terms of taste, price, ambience etc. Requirements: Assume that you have been asked to design a questionnaire for this survey. Write down at least 10 questions for such a questionnaire, excluding bio-information questions. As a first step, identify your target population and give a brief demographic profile of your potential respondents. (250 Words)

Answer 1

The Target Population will be people from the age group of 18-30 years as these are the people who are more likely to go out and try new varieties of food.

The gender would be both Male and Female and the Geography would be people living in Urban Areas as they are more supposed to go to these kinds of places. This is basically for people belonging to middle-class families. Mostly students are likely to visit the stores.

Questions for Survey-

(1) Do you eat out? Yes/No

(2) How often do you eat out? Very often/ Often/ Sometimes/ Never

(3) What cuisine do you like the most? Italian/Chinese/Mexican/Thai/ Other

(4) Would you be interested in trying a new cuisine? Yes/No?maybe

(5) If yes, how much are you willing to spend on a meal? <1USD /1 USD-5 USD/ 5+USD

(6) Do you prefer your food to be spicy? (Yes/No)

(7) Would you like to have a customized setting wherein you could decide the amount of spices in your food? (Yes/No)

(8) Do you prefer to go and eat out or take away your orders? Go out/ Take away

(9) While eating out, how important do you think the ambience is? Very Important/ Important/ Moderately Important/ Slightly Important/ Not Important

(10) What kind of ambiance do you prefer? Light ambience/ Live Music/ Karaoke/ Normal Sitting/Other

(11) On a scale of 1-5, rate the following factors while eating out-

Ambience, Price, Taste, Quality, Brand