BOI Labs Burgers Taste carried out to find out consumer’s favorite food and beverage at a fast-food restaurants. This research also covered the best price range for three types of burgers.
Research design
Theme: Consumer Behavior
Edition: Q2 2017 · Independent Research
Research period: January – March 2017
Research method: Quantitative surveys (random sampling)
Respondents criteria: Age 13–44 years old; SES A+, A, and B
Amount of response: 297
Summary
Men and women have different preferences for beverages after eating burgers or chicken. Men choose soda (60%), while women prefer tea (40%). But when it comes to age, more than half of older consumers (62%) consume mineral water more often than their younger counterparts.
Compared to other flavors, 80% of Indonesian consumers find it easier to consider the Indonesian flavor as the best burger flavor.
Ice cream (cone) is the most preferred dessert choice (67%).
The ideal price for a burger is Rp 21.000, and Rp 34.000 is the ideal price for a burger meal. Although, consumers are willing to pay more for a burger with an Asian flavor profile.
