Conclusion

After done the interview and analysed, I would like to make an overall conclusion on influence of Pizza Hut advertisement towards consumers. First of all, brand recognition and advertisement of Pizza Hut is very well since all of the respondents have seen their advertisement before. Besides that, all the respondents are very willing go to try after they have seen the advertisement and most of them are also willing to increase their consumption in Pizza Hut. Means that the advertisement will really influence consumer preference and it is also one of the effective way to promote their new launching pizza. Mention about their frequency of launching new pizza, all of the respondents are agreed that Pizza Hut advertisement are frequent to promote their new flavor of pizza. Next conclusion, mass media play an very important role on advertisement, especially TV and newspaper. Resulted shows that most of the respondents have seen their advertisement through TV and newspaper. Lastly, Pizza Hut can actually do more promotion to attract more customers. 

Analysis of Data Questionnaire

After done the survey, I had analyzed the result and came out with the outcome. The resulted are as below :

Question 1:

* this pie chart shows there is      100% of the respondents have    seen the Pizza Hut  advertisement before. 








Question 2:

* we can see the result there is    around 4 to 5 out of 10  respondents are very likely  seen the Pizza Hut  advertisement through TV and  newspaper. Website in rank 3  (neither likely nor unlikely),  magazine in rank 4 (unlikely),  and last rank is radio (very  unlikely).  



Question 3: 

* 80% of the respondents said that  they very likely will go to try after see  the Pizza Hut advertisement. 20% are  likely to try. There is no respondents  said that they are unlikely to try.






Question 4:

* 7 out of 10 respondents are at  least have 1 time is meal in  Pizza Hut restaurant per month.  Another 3 respondents are 3 to  5 times. 







Question 5

* 70% of the respondents are  willing to increase their  consumption after they see the  Pizza Hut advertisement. Only  30% of respondents are not  willing to increase.






Question 6

* 100% of the respondents think  that the Pizza Hut are very  frequent of launching new  flavor of pizza.








Question 7
* most of the respondents are  very likely to think that  promotion is the most  important strategy to improve.  On the other hand,  advertisement is very unlikely  to increase consumption of  consumers.

Questionnaire

Quantitative Method 

I used the quantitative method (questionnaire) to support my data. There is total 7 question in the questionnaire. 

ABDM 4064 BUSINESS RESEARCH

Does Pizza Hut Advertisement Influence Customer Preference

Dear respondents,

I am a student of Advanced Diploma in Business Economics from Tunku Abdul Rahman University College, carrying out a survey on influence of Pizza Hut advertisement toward consumers as part of my individual coursework for ABDM 4064 Business Research. To be able to complete it, I need feedback from our valued respondents. I would be grateful if you could spend a moment to answer the questionnaire. Thank you.

Gender            : Male / Female

Age                 : 15 - 20 / 21 - 25 / 26 - 30

Occupation     : Student / Employed / Unemployed

1. Have you ever seen Pizza Hut’s advertisement in anywhere?

    a) Yes

    b) No

2. Most likely where you see the advertisement? Rank it.

	Very Likely	Likely	Neither likely nor unlikely	Unlikely	Very unlikely
TV
Newspaper
Magazine
Website
Radio

    

3. Will you try Pizza Hut after you have seen their advertisement?

    a) Very unlikely

    b) Unlikely

    c) Neither likely nor unlikely

    d) Likely

    e) Very likely

  

4. How often will you have meal in Pizza Hut per month (including take-away service)?

    a) Less than 1 time

    b) 1-2 times

    c) 3-5 times

    d) More than 5 times

5. Will you increase the time of consumption in Pizza Hut (including take-away service)

    after you have seen the advertisement?

a) Yes

b) No

6. What do you think of the frequency of launching new flavor pizza of Pizza Hut?

    a) Very infrequent

    b) Infrequent

    c) Neither frequent nor infrequent

    d) Frequent

    e) Very frequent

7. Which of the strategy that you think it will affect consumer preference and increase their

    consumption in Pizza Hut? Rank it.

	Very Likely	Likely	Neither likely nor unlikely	Unlikely	Very unlikely
Advertisement
Promotion
Voucher
Free gifts
Membership card

Research Method

Qualitative Method
The qualitative method I had used is face-by-face interview, this is because it can get more information and details. I am decided to interview those people who had dining in Pizza Hut before. 

For the sampling or method:

Population: Malaysia Citizen

Sampling Frame: Pizza Hut consumer in Klang Valley

Sampling Unit: The age between 15 to 30 years old

The question I asked for my interview is according the questionnaire question that I had set and some extra question. To gather the information, there is 10 people that I interviewed in Pavilion and the interview was done on 20 July 2013. It took around 45 minutes to complete the interview. 

All the respondents are answered the same for the first question, whereby all of them have seen the Pizza Hut advertisement before. Objective to ask this question is to test the Pizza Hut recognition and whether their advertisement is that strong enough to get attention from consumer or not.
For question two, I asked which channel that they see the Pizza Hut advertisement the most. Majority of them are mentioned TV and newspaper. That's mean mass media has play an important role for the advertisement especially TV. Magazine and radio are the least that respondents can see Pizza Hut advertisement. 
The question three is, will they go to try after see the advertisement. 80% of the respondents are likely and 20% respondents are very likely. Both also in a positive resulted, they are not reject to try new flavor. 
Next question I asked about how often will the respondents go to Pizza Hut per month. Surprisingly there is 7 respondents will go at least once and 3 respondents will go between 3 to 5 times. Through the interview, most of them are Pizza Hut fans. 
Fifth question is related with question four, will the respondents increase consumption in Pizza Hut after they have seen the advertisement. 70% said yes and 30% said no. Respondents who said no is because they have no extra free time to do so. 
Question six is asked the frequency of launching new flavor pizza of Pizza Hut. There all are agreed that Pizza Hut are frequent to launch new flavor pizza. This is because they can always see the advertisement through TV and newspapar.
For the last question, is a question that suggest to improve a better Pizza Hut for the consumers. 7 of the respondents said, advertisement is not the only way can help Pizza Hut promote. Therefore they put advertisement in very unlikely and they very likely prefer Pizza Hut to have more promotion. Voucher and membership card also acceptable, but free gifts are least people to chose for. 

Problem Statement

The Research Question
- Does Pizza Hut advertisement influence consumer preference?
- How could it be improve besides advertisement?

The Research Objective
- To identify whether the advertisement will affect consumer preference or not.
- To find out the potential factors that can improve for their marketing strategies. 

Introduction

I am Lai Saik Ley, student from Tunku Abdul Rahman University College, studying Advanced Diploma in Business Economics. For this individual research of ABDM 4064 Business Research, i have chosen Pizza Hut for my analysis target. Does Pizza Hut advertisement influence customer preference?

History of Pizza Hut
Pizza Hut is an American restaurant chain and international franchise that offers different styles of pizza along with side dishes including salad, pasta, buffalo wings, breadsticks, and garlic bread.
As of 2012, there were more than 6,000 Pizza Hut restaurants in the United States, and more than 5,139 store locations in 94 other countries and territories around the world.
In Southeast Asia, aside from Pizza Hut restaurants, there is a subsidiary brand called "PHD - Pizza Hut Delivery by Pizza Hut," only for food courts at malls and for express delivery. Pizza varieties are changed to suit local tastes; pasta products with similarly Asian tastes are also sold in Indonesia. In Singapore, Pizza Hut have sold a baked rice dish called Curry Zazzle.