Phân tích mức độ tiêu thụ Pizza của học sinh, sinh viên ở Hà Nội

ASSIGNMENT PIZZA CONSUMPTION OF STUDENTS IN HANOISeptember 25, 2015... We hope that after this survey we will find what factors mainly affecting preferences totype of pizza of the young

ASSIGNMENT PIZZA CONSUMPTION OF STUDENTS IN HANOI

September 25, 2015

TABLE OF CONTENT

I ABSTRACT 1

II INTRODUCTION 2

1 Rationale 2

2 Objectives 2

3 Subject and Scope 2

4 Method of Research 3

III LITERATURE REVIEW 3

1 History 3

2 Customer satisfaction of pizza 4

3 Price 5

IV THEORETICAL FRAMEWORK 7

V EMPIRICAL FRAMEWORK 9

VI DATA 12

VII RESULTS AND DISCUSSION 14

VIII IMPLICATION AND LIMITATION 18

1 Implication 18

2 Limitations 18

IX ASSESSMENT OF OUR GROUP 19

X REFERENCES 20

I ABSTRACT

Bumble-bee team is a group of second-year students at Foreign Trade University, apartfrom worrying about the high degree, has considerable concerns about health and money.Especially, food has been a matter of great controversies perplexing our team whetherhow we can pay a reasonable price for their goods and ensure the food safety Startedfrom the actual needs of the students, the assignment is carried out through a detailedsurvey of the behavior of consuming pizza of the students in Hanoi, in September 2015

We hope that after this survey we will find what factors mainly affecting preferences totype of pizza of the young generation at the moment to explain the habit of eat fast food

of the young in Hanoi at present The survey in forms of multiple-choice questionspresented and filling information As well as this goal, our result may hopefully be areference to the restaurant’s managers and chef in Hanoi to implement some policies andmake their products become one of the most attractive dishes After collecting the data,

we generalize and classify data on base of the knowledge that we have learned wares used are Typeform, Excel, Stata and Word to accomplish the assignment

Soft-II INTRODUCTION

1 Rationale

Until French colonization on the mid-19th century, Vietnam’s economy was mainlyagrarian and village-oriented In 1986 Vietnam launched a political and economicrenewal campaign (Doi Moi) that introduced reforms intended to facilitate the transitionfrom a centrally planned economy to form of market socialism officially termed

"Socialist-oriented market economy” Doi Moi combined economic planning with market incentives and encouraged the establishment of private businesses in theproduction of consumer goods and foreign investment, including foreign-ownedenterprises

free-The Gross Domestic Product (GDP) in Vietnam expanded 6.44 percent in the secondquarter of 2015 over the previous quarter GDP Growth Rate in Vietnam averaged 6.15percent from 2000 until 2015, reaching a high of 8.46 percent in the fourth quarter of

2007 and a record low of 3.14 percent in the first quarter of 2009

Moreover, Vietnamese people’s living standard has been increasing in the past few years

A proof for this is that CPI of 2009 is 6.88% while in 2011, the CPI jumped to 18.12%and exceeded the target Therefore, they are able to afford their demand for food andservices

In this report, we carried out to analyse an aspect of that field that is consumer behaviourabout eating pizza We mainly focused on analysing influences of many factors such asstudent’s income, quantity of pizza consumption, the ability of compete with spaghetti,…

2 Objectives

- Surveying the satisfaction level of students about pizza

- Pinpointing different crucial elements influencing young generation uses in the opting

of pizza

- Investigating precise relationship in vital components reckoned by consumers for thechoice between pizza and spaghetti

3 Subject and Scope

- Subject: students aged 18-24 in universities and colleges in Hanoi

- Scope: data are collected from all students studying in universities and colleges, inSeptember 2015

4 Method of Research

- Data source:

+ Primary source: information collected from 60 students through online surveys

+ Second source: information collected from the Internet and textbook

- Form: surveys in form of multiple-choice questions and filling information

- Support tools: Excel, Word, Stata

- Quantity: 59, in which 60 are valid

After collecting the data from some different sources above, we summarized and analyseinformation through statistical techniques to show the final result then write a report as anoverview of our team’s working process

III LITERATURE REVIEW

1 History

Pizza is a baked pie of Italian origin consisting of a shallow bread-like crust covered withseasoned tomato sauce, cheese, and often other toppings such as sausage or olive Thepizza could have been invented by the Phoenicians, the Greeks, Romans, or anyone wholearned the secret of mixing flour with water and heating it on a hot stone

In one of its many forms, pizza has been a basic part of the Italian diet since the StoneAge This earliest form of pizza was a crude bread that was baked beneath the stones ofthe fire After cooking, it was seasoned with a variety of different toppings and used

instead of plates and utensils to sop up broth or gravies The first major innovation thatled to flat bread pizza was the use of tomato as a topping It was common for the poor ofthe area around Naples to add tomato to their yeast-based flat bread, and so the pizzabegan.

While it is difficult to say for sure who invented the pizza, it is however believed thatmodern pizza was first made by baker Raffaele Esposito of Naples In fact, a popularurban legend holds that the archetypal pizza, Pizza Margherita, was invented in 1889,when the Royal Palace of Capodimonte commissioned the Neapolitan pizzaiolo RaffaeleEsposito to create a pizza in honor of the visiting Queen Margherita Of the threedifferent pizzas he created, the Queen strongly preferred a pie swathed in the colors of theItalian flag: red (tomato), green (basil), and white (mozzarella) Supposedly, this kind ofpizza was then named after the Queen as Pizza Margherita

Later, the dish has become popular in many parts of the world:

 The first pizzeria, Antica Pizzeria Port'Alba, was opened in 1830 in Naples

 In North America, The first pizzeria was opened in 1905 by Gennaro Lombardi at

53 1/3 Spring Street in New York City

 The first Pizza Hut, the chain of pizza restaurants appeared in the United Statesduring the 1930s

We take an obvious example about a group of professors researching customer’sbehaviors of Pizza Hut The research they conducted is descriptive as well as theoretical

in nature They use the easiest method to reach a lot of pizza customers such as datacollection, scaling technique, questionnaire development, pre – testing, sampletechniques and field work

2 Customer satisfaction

It’s official The American Customer Satisfaction Index (ACSI) Report on Airlines,Hotels, Fast Food, Restaurants, and Express Delivery Services was released this week

and shows that Papa John's posted the top customer satisfaction score for both the pizzabusiness and the fast-food restaurant sector overall.

The ACSI uses a 100-point scale to measure customer expectations, perceived quality,value, complaints, and loyalty and Papa John's posted the top score of 80 points, 7% upfrom last year Little Caesar and Pizza Hut tied just behind the leader at 78 points eachfollowed by Domino’s with 77 points

The largest mainstream fast food brands all scored below their pizza chain competitorswith Wendy’s being the burger-chain leader at 77 points Burger King showed the largestimprovement in score from the year prior by gaining 7.2% to score 74 points this year.Taco Bell tied the King at 74 points while McDonald’s lost 4.3% to rank at the bottom ofthis year’s ACSI study with just 64 points overall

The ACSI report acknowledged that 2009 was a difficult year for restaurants of all typesand fast food sales were down 2.9% overall for 2009 after falling 1.2% in 2008 Thetough economy meant that consumers ate out less often and spent less when they did Thepizza and fast food segment fared better than general restaurants due to their lower menuprices, but both categories (fast food and restaurant) lost some business in 2009

3 Price:

Selection of a Pizza outlet depends upon price value The genre of restaurant is judged bycustomer through Pizza selling price; with the view that a costly restaurant will provide abetter quality of both service and quality The kind of restaurant, type of occasion,profession and age group The relative vitality of the restaurant decision vary extensively

by restaurant sort, eating event, age and occupation

Rich clients select feel and ambience level as their determinant determination variables.Different researchers have demonstrated price as client's first choice (Kara, 1995), (Park,2004), (Andaleeb, 2006), (Tse, 2001) (Palazon, 2009) Introduction of novelty items andlimited time deals reap fruitful and recurrence sales (Consuegra et al, 2007)demonstrated that recognized price impartiality impacts buyer's contentment and loyalty

Nonetheless, client fulfillment and loyalty are two paramount predecessors of valueacknowledgement In the meantime, (Iglesias and Guillen, 2004), agreed that cost caninfluence consumer satisfaction Furthermore (Cater and Cater, 2009) proposed thatcustomer satisfaction is contrarily influenced by cost It could be characterized as "theprocedure by which buyers translate cost and ascribe quality to a product or service" Ithas intrigued specialists for some years It is a well-known reality that cost and qualityare two significant elements of value They both accelerate client gratification andadditionally client upkeep, which help increment the benefits of any business So for achief of fast food restaurant it is significant to know customers discernment of value andprice.

Past studies analyzing the effect of cost on perceived value have inferred a negativeconnection: the higher the value, the lower the product value is discerned This is ageneral phenomenon that when clients go out for shopping they have a tendency topurchase items which have lower costs so they get a better value This is upheld by(Hutton, 1995) asserting that now more purchasers are attempting to boost quality forcash used, requesting better quality at lower level costs Even though this may not befully right for all the consumers on the grounds, since a few customers are ready to paymore if they truly like a product Higher recognized quality brings about a more amazingeagerness by the purchaser to receive another item (Mcgowan & Sternquist, 1998)

Clients who are eager to pay higher costs for an item or service have a tendency to bebrand cognizant and renown touchy They likewise accept cost is an indicator of quality

or status When clients are persuaded that they are getting the best quality product orservice, they will have a tendency to improve reliability to it in the long run Research led

by (Kandampully & Suhartanto, 2003) on hospitality industry revealed a positiverelationship between cost and client loyalty Past studies looking at the effect of cost onobserved worth have proposed a negative connection: the higher the value, the bringdown the item quality is discerned (Dodds et al 1991; Grewal et al 1998) This is ageneral wonder that when clients go out for shopping they have a tendency to purchase

items which have more level costs so they improve worth This is underpinned by(Hutton, 1995) guaranteeing that now more purchasers are attempting to boost worth forcash used, requesting better quality at easier costs In spite of the fact that this may not becompletely accurate for all the clients since a few clients are eager to pay more assumingthat they truly like an item Higher discerned worth brings about a more amazingeagerness by the customer to embrace another item (Mcgowan & Sternquist, 1998).

This entire research rests based on the theoretical framework Since the theoreticalframework offers the conceptual foundation to proceed with the research, and since atheoretical framework is none other than identifying the network of relationships amongthe variables considered important to the study of any given problem situation, it isessential to understand what a variable means in this study Based on the literaturereview, this research concentrates on conceptual framework of pizza consumption and itsimpact on consumers‟ mind This framework emphasizes variables such as price of pizza(Pp), price of spaghetti (Ps), quantity of pizza consumers are willing to buy (W_t_b_p),quantity of spaghetti consumers are willing to buy (W_t_b_s) and income Comparingpizza to spaghetti, we can assess the relationship between two kinds in fast food market

Outline of the model structure:

The situation in which economic correlations involves only two variables are very rare.Rather we have a situation where a dependent variable, Y, can depend on a whole series

of factorial variables or regressions For example, the demand for pizza depends not only

on price but also on the prices of substitutes goods (spaghetti), the general level ofconsumer prices and resources (income, satisfaction level) Thus, in practice, there arenormally correlations as:

Y = β1X1+β2X2 + β3X3 + + βkXk + ε

where values Xj (j = 2, 3, , n) represents the variable factor or regressors, the values

βj (j = 1, 2, 3, ,k) represents the parameters of the regression and ε is theresidual factorfactor Residual factor reflects the random nature of human response and any otherfactors other than Xj, which might influence the variable Y Note that we have adoptedthe usual notation, we assigned to the first factor, notation X2, the second, notation X3etc In fact, as we shall see, it is sometimes convenient that a parameter β to beconsidered a coefficient to a variable X1 whose value is always equal to unity Then itbecomes possible to rewrite the equation in the form:

Y = β1X1+β2X2 + β3X3 + + βkXk + ε

In the case of pizza consumption of students in Hanoi, Conventional Linear DemandModel: Qx = β0 + β1X1 + β2X2 + β3X3 + β4X4 + ε

QX – Index of pizza quantities (base year = 2015)

X1 – Own price of a given type of pizza

X2 – Price of related good (spaghetti)

X3 – Disposable Income

X4 – Trend

Ei – Error term

Without Trend

_cons 4066745 .5175505 0.79 0.436 -.6314003 1.444749 income 2.47e-09 3.97e-09 0.62 0.537 -5.50e-09 1.04e-08 W_t_b_s -.0255937 .0804771 -0.32 0.752 -.1870104 .1358229 W_t_b_p 3312113 .1016999 3.26 0.002 1272272 .5351954

(Marshallian) Demand Function: Maximize U(X,Y) you have optimal x*=x*(px,py,I)

CES utility function: U(x, y) = x δ