WOK EXPRESSFeedback analysis and summary- Pratyush Bongirwar

The survey The survey was carried since the past three

weeks. Till date we have 80 responses amongst a different age sample through stratified sampling. The sample consists of primarily an age group in 2 categories. 16-18 years old and 25-40 year old, who are the target market of Wok Express in Mumbai.

The purpose of the survey was to primarily understand the consumer education problem Wok Express is facing, in terms of understanding whether their potential target group knows and understands the Wok concept. This survey showcases the quantatative data for this problem.

The first question starts with a basic question which is, do you eat Chinese food. Out of the 79 sample, 72 people said yes while 7 said no.

This is over 90% saying yes. This highlights the demand of Chinese food in Mumbai

Q2) if yes, how often do you eat Chinese food on a monthly basis

Q3) are you aware of the Wok concept?

About 25% of the survey sample were not aware of the Wok concept. Hence, showcasing the consumer education problem Wok Express could potentially face

This problem could be addressed through specific marketing campaigns, in which the brand could educate the consumers about the concept itself, rather than marketing the products.

Q4) are you aware of the concept of ‘customise your own food”?

would you prefer a customization or regular menu?

Almost 68% preferred the customization concept, which Works in the prime essence of Wok Express’s food.

Q6) have you heard of Wok Express

To increase awareness Wok Express will have to increase consumer awareness campaigns in an attempt to increase brand awareness.

In terms of brand awareness, out of the sample survey almost 84% knew or heard about Wok express.

The 7th question was asked to establish , through what mediums are the sample survey aware of the brand.

Word of mouth and Social media were the prime mediums.

Others could consist of flyers, hoardings. They could focus on Pole Kiosk Marketing or Tab & Cab marketing by using pamphlets and posters on Taxis and Bus bodies which increases the target market.

Q8) have you tried wok express

Out of the sample survey, 44% hadn’t tried Wok Express. This potential discord could be due to lack of awareness of the brand or the concept of Pan Asian customization food Or simply not liking the cuisine

Q10) if yes, how often do you dine at Wok Express?

Do you try new woks or stick to the same choice when dining at Wok express?

Q12) do you order through online mediums?

Q12 established whether people order online or manually through calls. This particular question was answered by 69 people. And 74% preferred calling or ordering manually

Q13)If yes, through which medium do you order?

Q13 was answered by 28 people. Majority which is 14 people, preferred zomato to order online, while Scoosty, wok express website and swiggy had almost equal users

This showcases that zomato has the highest preference in online ordering. Wok Express could potentially exploit this data and increase the offers & promotions through Zomato orders.

Based on the following factors, rate your experience on a scale of 1-5. 1 being lowest and 5 being highest

Food and staff behaviour had the highest average of 3.7.

Consumers had a potential problem with the offers and promotions and price with an average around 3.1.

Would you recommend wok express to family/friends

Will you visit wok express again