Research Proposal for Red Rooster


This report is based on the consumer preferences on a product in the market and how a business should strive always to satisfy the customer’s preferences. The research on this report was done in an n Australian fast food joint, known as Red Rooster.


This report will provide an assessment of the ways in which a business enterprise should operate to give the consumer a good perception on the firm products. There will be an evaluation of the methods that the customer uses to choose from the variety of products and the advantages that business will enjoy as a result of winning the consumers trust. This report will provide the market information that a company should capitalize on to have a better market penetration. This paper contains the models of consumer preference development and how to keep the customer satisfied all through the business. This article will define and explain the characteristics and quality of the products offered by a business (Onozaka et al. 2010).


The research involves evaluation of purchases made by customers and analyzing the consumer buying behavior will be assessed by comparing the customer purchases on the burgers sold in the restaurant.   This research is aimed at;

  • Determining the features that consumer desires in a product
  • determine whether preferences and tastes are long terms or they are flexible
  • Evaluating the consumer buying behavior

The products that will be sold in the restaurant are burgers that are of different types depending on then consumers’ desire. This research will be able to provide information that can be used to predict the changes in consumer taste and the amount of product consumed by different customers.

Research question

This research will strive to give clarity on the following research question. The research questions are;

  • What is the perception of red rooster in the fast food market?
  • What features contribute to the consumer’s preference on the red rooster burgers?

The assumption that will be tested in this research is that consumer taste and preferences are flexible and that the consumers will consume any alternative product that is homogeneous to the result of his or her liking.

Context development

According to Madiggan (2008), consumers will always have a preference in a market with a variety of goods. User choice influences their choices when they are making purchases in store. The most preferred commodity will sell more compared to the least preferred product. Consumer purchasing decisions are made as a result of internal and external factors, and these internal factors include: perception, a customer will buy according to their perception of the commodity although it doesn’t mean that what the customer perceives is always real. Businesses benefits and suffer from the customer’s perception (Wielgus et al. 2009). The stages of knowledge involve exposure to the product, attention, awareness, and retention of the choice. The consumer will purchase a product based on their knowledge of the product; a customer will buy a product that he or she is familiar with and has used in the previous times, this way he or she tends to know what to expect from the commodity. The consumer will buy according to the attitude on the product; this means that if the consumer believes that a product is good, then he will be tempted to try it out.

An individual personality will influence his or her preference, the poor will always prefer the cheaper commodities due to their inadequate finance, and this is the preference that is induced by the personality of the consumer (Onozaka et al. 2010). The choice of consuming a product can also be influenced by the lifestyle that one life, those of higher class will tend to spend more of their money and time and through this, they will choose mostly expensive products. Other factors include the roles that people assume in the society and the motivation to buy a product. According to jaenkins (2006), there are also factors that influence choices externally such as culture, some groups will increase influence to buys certain commodities while some will reduce the purchase of other commodities, for example, the younger generation are most prone to the sin products while the Muslim community a do not consume pork meat due to their religious backgrounds (Harnack et al. 2008).

Model development

The burgers at the red rooster fast food restaurant where suitable for this research because they have a variety to fit what the consumers, starting from the topes of burgers where they have both vegetable and beef burgers. They have two varieties of meat burgers, both the beef patty and the chicken breast burger. The cost of these burgers are categorized to fit all the social classes; they have the cheapest small size burger which weighs about 150 grams, the regular size burger which weighs approximately  200 grams and the huge burger that weighs about 275 grams. The customer’s preference has still been exploited at the servings where he or she can choose either the salad option or fries.

The packaging has also been divided where the consumer can still choose the packaging he or she wants between the wrapped and the boxed. These burger varieties increase the consumer preferences and the choices because of the variety of burgers this give the consumer types to choose from, and this is a form of diversification to attract the customers even a few number of clients that consumer one type of burger. If their consumption of one variety is lower than the produced number, then the management should make policies only to cook a reduced number to prevent surplus in cooking which may result to wastages (Harnack et al. 2008).

Method of data collection

In the data connection procedure, we will administer questionnaires to the customers and tally the number of burgers sold while also recording the type of burger sold. The customer will fill the information on the questionnaires while he eats the burgers at the restaurant, we would request the management to allow us to tally the number of burgers and the way or how it’s packaging, the option was chosen and the size (Bigne et al. 2005). To demonstrate the variety of burgers sold by the restaurant the data will be presented in a pie chart to represent the sale of burgers and it will be divided according to the number of varieties sold as a ratio of total sales. The questionnaires will e used to come up with a qualitative result to determine the reason why the consumers will opt for their types of burgers (De Pelsmacker and Janssens, 2007).

Ethical statement

The information got through this research is private and confidential and that no one was coerced or forced into contributing to the research. All people who were involved in the exercise did that at free will (Wielgus et al. 2009)


Consumer preference is an aspect that a business should strive to exploit. It is true that when you give the customers what they want they will always come back for more products, for this reason, a business should always aim to satisfy the consumer’s needs and keep a good relationship between them.












Bigne, E., Ruiz, C., & Sanz, S. (2005). The impact of internet user shopping patterns and demographics on consumer mobile buying behavior. Journal of Electronic Commerce Research, 6(3), 193.

De Pelsmacker, P., & Janssens, W. (2007). A model for fair trade buying behavior: The role of perceived quantity and quality of information and product-specific attitudes. Journal of Business Ethics, 75(4), 361-380

Harnack, L. J., French, S. A., Oakes, J. M., Story, M. T., Jeffery, R. W., & Rydell, S. A. (2008). Effects of calorie labeling and value size pricing on fast food meal choices: results from an experimental trial. International Journal of Behavioral Nutrition and Physical Activity, 5(1), 63

Jenkins, M. R. (2008). Consumer behavior: buying, having, and being. Engelwood Cliffs, NJ: Prentice-Hall.

Madiggan , J. (2008). Buying behavior of consumers for food products in an emerging economy. British Food Journal, 112(2), 109-124.

Onozaka, Y., Nurse, G., & McFadden, D. T. (2010). Local food consumers: how motivations and perceptions translate to buying behavior. Choices,25(1), 1-6.

Vedovato, G. M., Trude, A. C. B., Kharmats, A. Y., & Martins, P. A. (2015). The degree of food processing of household acquisition patterns in a Brazilian urban area is related to food buying preferences and perceived food environment. Appetite, 87, 296-302.

Wielgus, J., Gerber, L. R., Sala, E., & Bennett, J. (2009). Including risk in stated-preference economic valuations: Experiments on choices for marine recreation. Journal of environmental management, 90(11), 3401-3409

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