The Importance Of Fast Food Restaurant

Results and Discussion
This chapter will present all the information gathered in a logical manner. For an easier mean of showing the results, the researchers conducted analysis and interpretation of data and presented the results in a tabular form.
Part I - Profile
Figure 1. Distribution of the Respondents According to Age Figure 2. Distribution of the Respondents According to Gender Figure 3. Distribution of the Respondents According to Employment Status The results showed that gender has insignificant difference of 2% because fast food restaurants target both male and female consumers (see Figure 2), as similar to Prabhavati, Kishore and Kumar (2014) study. Aged 20-39 years old has the highest number of respondents followed by the age

Distribution of the Respondents According to Frequency of Visit
Frequency of Visit Frequency Percentage
Everyday 12 4%
1 - 3 times a week 104 38%
4 -6 times a week 47 17%
1 -2 times a month 106 38%
3 times a month 7 3%
Total 276 100%

Respondents with a family monthly income of Php 25,001 and above have the highest number (see Table 1) who visits fast food restaurants 1 – 3 times a week or 1 – 2 times a month (see Table 2). The result shows that respondents belong to different monthly income group as prices of the foods offered by fast food restaurants are not that expensive and they frequently visit because of the accessibility of fast food restaurants.
Table 3. Distribution of the Respondents According to Consumer Adoption
Consumer Adopter Groups Frequency Percentage
Innovators 73 26%
Early Adopters 66 24%
Early Majority 48 17%
Late Majority 61 22%
Laggards 28 10%
Total 276

A new product launch strategy provides a plan for maintaining the momentum gained during the pre-launch activities and launch event. Thus, as long as fast food restaurants are at its peak, they try to launch new products as many as they can. Though, new product launches has a success rate of around 10% only according to NielsenWire.
The respondents of the study are 276 Cavite City residents aged 15-65 years old who visits fast food restaurants. Half of the respondents are innovators who are risk takers and early adaptors who want to be sure that their resources are spent wisely. They evaluated different promotional strategies commonly used by fast food restaurants in introducing new menu items and it showed that word-of-mouth of family, friends and other customers of fast food restaurants. Though it is not technically a promotional strategy, still, it is the best way to promote products to consumers. It only shows that customer satisfaction in the performance of the new product launched is the one that triggered word-of-mouth to spread and help the fast food restaurant promote their new product. In addition, with regards to the most convincing promotional strategy, many consumers also trust the advertisements and commercials through television and