This activity highlights the top level results from an attitudes/image market research study, comparing four different fast food chains. Your task here is to review the brand’s performance and see what the survey results have revealed.
|Results in %’s||Brand A||Brand B||Brand C||Brand D|
|Lots of locations||5||15||50||30|
|Good menu range||70||50||20||10|
|I like their food||65||50||30||10|
|Eat there weekly or more||15||10||30||10|
|Never go there||25||10||40||10|
|Good corporate citizen||10||20||70||10|
|My preferred choice||50||20||20||10|
- Based on these results, which brand appears to be performing best?
- Review the results and highlight a positive and a negative aspect of the results for each brand.
- What top-level recommendation/s would you have for each brand?