Relation Persisting between Japanese Takeaway Restaurants and Age of Consumers - Research Paper Example

Japanese Takeaway Restaurant Table of Contents Introduction 3 1. Use of the Survey 3 2. Overall Research Question 3 3. Hypothesis and Justification 4 Hypothesis 1 4 Hypothesis 2 4 Hypothesis 3 5 Hypothesis 4 5 2. Data & Research Methods 6 2.1. Methodology 6 2.2. Sample Size 6 2.3. Sampling Method 7 2.4. Survey Method and Data Collection 7 3. Findings 8 3.1. Data Analysis 8 3.1.1. Graphs and Charts 8 3.1.2. Hypothesis Testing 8 3.2. Findings 9 4. Conclusions and Recommendations 10 References 11 Appendix 1 13 Appendix 2 17 1. Introduction 1.1. Use of the Survey Fast food restaurants are gaining popularity with increased level of consumption of fast foods by people. The changing lifestyle of the people and the market conditions relating to restaurant industry are acting as a driving force for the development of takeaway restaurants that are operating in the domain of food supply. Correspondingly, with the increase in number of food takeaway centers in Japan, the need for developing a better understanding about the requirements of the people is essential to be considered. This particular factor is influencing the consumer decision-making procedure with respect to the selection of a particular brand or a product (Azzurra & Paola, 2009). Thus, the survey conducted will certainly help in providing an in-depth understanding about the needs of the consumers towards consuming a specific product and/or service in long run. Specially mentioning, based on the fact that the consumer decision-making procedure is increasingly becoming conspicuous in nature, hence, developing a better understanding about the same is quite complex. This makes the subject more interesting in terms of developing various approaches to develop a proper justification of the same and enhancing the ability of the survey to meet the needs of the consumers (Government of Canada, 2010). 1.2. Overall Research Question In relation to the need of the research, the following research question has been framed: How the services being provided and the quantity supplied are going to increase the demand for fast foods and takeaway restaurants in Japan? 1.3. Hypothesis and Justification With the aim to fulfil the research objective and address the above formulated research question, the following hypotheses have been designed. Hypothesis 1 To determine the relation persisting between Japanese takeaway restaurants and age of consumers H0: Age of the consumers significantly affects the demand for Japanese Fast Foods H1: Age of the consumers does not significantly affect the demand for Japanese Fast Foods It is planned that the above designed hypothesis will aid in developing a better understanding about the popularity of the takeaway restaurants amongst the different age groups. Additionally, this hypothesis may also help in determining whether the product popularity is noted only within a single age group. The development of consumers’ preferences based on their respective age could even be ascertained with the design of this hypothesis test. Hypothesis 2 Income level of the consumers affects the demand for Japanese Fast Foods H0: Income of the consumers affects the demand for Japanese Fast Foods H1: Income of the consumers does not affect the demand for Fast Foods The above stated hypothesis would help in determining the impact of income on the consumption pattern of consumers for fast foods. Moreover, this would even support in assessing the fact that the fluctuation in the demand of a product is directly affected by the increase or decrease in the income level of the customers. Hypothesis 3 Consumer services result in increased demand for fast foods H0: There is a significant impact of consumer services in increasing the demand of fast foods H1: There is no significant impact of consumer services in raising the demand of fast foods The above stated hypothesis has been framed based on the factor of creating customer value. The services being provided by the fast food centres are noted to develop the demand for fast foods amid the consumers. Hypothesis 4 Quantity of the products supplied increases the popularity of the Takeaway restaurants H0: There is no significant impact of quantity supplied with the demand of fast foods H1: There is significant impact of quantity supplied with the demand of fast foods The quantity supplied at a particular price is noted to be affecting the demand for a product largely. The demand for a takeaway restaurant is noted to be increasing in the recent years. However, the fast food or takeaway restaurants will be able to develop only with the effective maintenance of quality of the services being provided to the customers. 2. Data & Research Methods 2.1. Methodology To ascertain the objectives of the present study, a quantitative research approach has been adopted (Creswell, 2003). This is even noted to be enhancing the quality of the research and the ability of the organisations to sustain for a longer time. Furthermore, to test the validity of the selected data, regression analysis needs to be conducted based on the collected data, which will certainly increase the validity of the current research findings. This quantitative approach is likely to justify the overall approach of the data and develop a better insight towards justifying the predetermined research objectives. It is projected that with effective usage of different quantitative analysis tools, the research will be able to justify the approaches taken and develop its credibility (Rajasekar & et. al., 2013). 2.2. Sample Size The sample size relating to the study is 36 respondents who are deemed as common visitors visiting the Japanese Takeaway restaurants. The sample has been selected from this group, as the exact data can be ascertained from the consumers who are visiting the restaurants. Correspondingly, the data collected from the visitors of the fast food centre will enhance the validity of the data towards meeting the needs of the research. Furthermore, by reducing the chances of ambiguity in the collected data, validity of the same could be ascertained that will further enhance the credibility and reliability of the same. 2.3. Sampling Method The random sampling method has been used in this research study for raising the validity of the data and enhancing the relevancy of the research. The random sampling techniques even reduce the chances of occurring biases and develop the clarity of approaches to ascertain the desired objectives of the research (Reja & et. al., 2003). 2.4. Survey Method and Data Collection To collect the primary data, a questionnaire survey has been conducted using certain open and close-ended questions. Specific questions have been framed to enhance the data relevancy and align the data collected with the needs of the research (Shaban, 2005). Moreover, the questionnaire survey help in validating the analysis made, ensuring that the desired objectives of the research could be duly ascertained (Ritchie & Lewis, 2003). 3. Findings 3.1. Data Analysis 3.1.1. Graphs and Charts The data collected reflected on the fact that a majority of the respondents in% were female who belong to young age group between the ranges of 19-22. Moreover, the popularity of the fast food segment was majorly noted among the students rather than the people belonging to other occupational domain. The budget that has been used as expenses for availing the product is evident from the fact that the students expend huge amount of money in consuming fast foods from different takeaway restaurants. The demand for ethnic restaurants was even noted to be high among the visitors who wanted to consume foods that were a trademark food belonging to one community or culture. Correspondingly, it was even noted that the demand for “eat in” was a slightly more than “take away restaurants” in Japan. Furthermore, the factors such as convenience and quality of services were largely affecting the consumption pattern of the consumers and even affecting their demand trend (Refer to Appendix 1). 3.1.2. Hypothesis Testing The regression analysis in the following section has been used to develop a proper understanding of the collected data. To increase the validity of data, the Level of Significance (LOS) is considered at 95%. For Hypothesis 1, the relationship prevailing between the two variables i.e. age and demand for fast foods is noted to be having a direct regression. The interpretation thus conducted using the Excel tools reflects that the null hypothesis is accepted as the regression analysis suggests the R square factor tends to be near to zero (Refer to Appendix 2). For Hypothesis 2, a direct relation between the income of the people and demand for takeaway foods is witnessed. The analysis even reflected the fact that 50% of the first variable i.e. income helps in developing the second variable i.e. demand. Hence, null hypothesis is rejected based on the income of the consumers (Refer to Appendix 2). For Hypothesis 3, the direct relation among the services provided and demand for the products is evident from the regression analysis. The analysis thus ascertained through regression, which became zero, stating the null hypothesis to get accepted (Refer to Appendix 2). For Hypothesis 4, an inverse relationship is noted to persist between the quantities of food and the demand for a product. The regression analysis even suggests that the null hypothesis is accepted as the R square factor or the regression result tends to zero (Refer to Appendix 2). 3.2. Findings The findings of the analysis reflect on the fact that the takeaway restaurants are popular among the different age groups irrespective of any gender. The income of the respondents was negligible in developing the demand for the same. The hypotheses framed even depicted a clear picture about the fact that the different factors such as the quantity served and income of the consumers do not impose significant impact on the demand of a particular product and/or service. Furthermore, it is noted that the different services provided by the food centres determine the consumption rate of the consumers towards fast foods. 4. Conclusions and Recommendations The major needs of the Japanese takeaway sector are noted to be developing with the emergence of different concepts of food culture that are dominating the market. From the analysis conducted above, it can be ascertained that fast foods are gaining market at large amid the young masses of Japan. Irrespective of the income level, the consumers are majorly inclined towards consuming fast foods in an extensive manner. Correspondingly, the data even reflects that the Japanese culture of food is majorly inclined towards quality than quantity demanded. References Azzurra, A. & Paola, P., 2009. Consumers Behaviors and Attitudes toward Healthy Food Products: The Case of Organic and Functional Foods. EAAE Seminar, pp. 1-15. Creswell, J. W., 2003. Research Design Qualitative, Quantitative and Mixed Methods Approaches. SAGE Publications, pp. 1-26. Government of Canada, 2010. The Japanese Consumer. Market Analysis Report. [Online] Available at: http://www.gov.mb.ca/agriculture/market-prices-and-statistics/trade-statistics/pubs/japan_consumer_report_en.pdf [Accessed March 28, 2015]. Rajasekar, S. & et. al., 2013. Research Methodology. Cornell University Academic Standards, pp. 1-53. Reja, U. & et. al., 2003. Open-ended vs. Close-ended Questions in Web Questionnaires. Developments in Applied Statistics, pp. 1-19. Ritchie, J. & Lewis, J., 2003. Qualitative Research Practice a Guide for Social Science Students and Researchers. SAGE Publications, pp. 1-50. Shaban, N., 2005. Analysis of the Correlation and Regression Coefficients of the Interaction between Yield and Some Parameters of Snap Beans Plants. Trakia Journal of Sciences, Vol. 3, No. 6, pp. 27-31. Appendix 1 Figure 1: Age Figure 2: Gender Figure 3: Budget for Meal Figure 4: Income of Consumers Figure 5: Types of Food Figure 6: Preference for Eating Figure 7: Expectation of People for Selecting Restaurant Figure 8: Takeaway Store Appendix 2 Table 1: Hypothesis 1 Table 2: Hypothesis 2 Table 3: Hypothesis 3 Table 4: Hypothesis 4 Read More