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Fast Food Segmentation Survey
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About
The data set contains survey responses detailing the perceptions of McDonald's among 1453 adult Australian consumers. It is primarily designed for market segmentation and exploratory data analysis. The core of the dataset evaluates eleven specific brand attributes—such as taste, convenience, health, and cost—which were initially defined through a qualitative study. Users can analyse consumer sentiments regarding aspects like the perceived deliciousness (Yummy/Tasty), speed of service (Fast), and negative qualities (Fattening, Greasy, Disgusting).
Columns
The dataset contains 15 columns, including 11 binary perception attributes and 4 demographic/preference variables:
- yummy: Describes the taste appeal or deliciousness of McDonald's food products (Boolean). 55% of respondents indicated True.
- convenient: Reflects the ease and accessibility of obtaining McDonald's meals (Boolean). 91% of respondents indicated True.
- spicy: Indicates the level of spiciness or heat in McDonald's menu items (Boolean). 9% of respondents indicated True.
- fattening: Refers to the perception of McDonald's food contributing to weight gain or being high in calories (Boolean). 87% of respondents indicated True.
- greasy: Describes the perceived oiliness or excessive fat content in McDonald's food (Boolean). 53% of respondents indicated True.
- fast: Represents the speed and efficiency of service at McDonald's outlets (Boolean). 90% of respondents indicated True.
- cheap: Reflects the perceived affordability of McDonald's menu items (Boolean). 60% of respondents indicated True.
- tasty: Describes the overall taste satisfaction of McDonald's offerings, similar to "Yummy" (Boolean). 64% of respondents indicated True.
- expensive: Indicates the perceived high cost of McDonald's food relative to its value (Boolean). 36% of respondents indicated True.
- healthy: Reflects perceptions of the nutritional value and healthiness of McDonald's menu options (Boolean). 20% of respondents indicated True.
- disgusting: Represents negative perceptions of the taste, quality, or hygiene of McDonald's products (Boolean). 24% of respondents indicated True.
- Like: This attribute refers to respondents' overall preference or enjoyment of McDonald's as a dining option (Ordinal/Categorical).
- Age: Demographic information indicating the age range of the respondents (Continuous). The mean age is 44.6 years, spanning 18 to 71.
- VisitFrequency: Specifies the regularity of respondents' visits to McDonald's (Categorical). The most common response is Once a month (30%).
- Gender: Demographic information referring to the gender identity of the respondents (Categorical). 54% of respondents are Female.
Distribution
The data is provided in a tabular format, typically stored as a CSV file (
mcdonalds.csv) with a size of 96.99 kB. The file contains 1453 valid records across 15 columns. All records are valid, with zero missing or mismatched entries across the columns.Usage
This data product is suited for various analytical applications, including Exploratory Data Analysis (EDA) and Clustering. It supports Survey Analysis and assists in identifying distinct consumer groups for market segmentation studies. It is valuable for benchmarking brand perception and developing targeted marketing strategies.
Coverage
The dataset covers adult consumers within the geographic region of Australia. The demographics included are Age, Gender, and VisitFrequency. The age range spans from 18 to 71 years. While the data is robust for segmentation based on perception attributes, it does not include supplementary details such as dining out behaviour or use of information channels, which might be included in a real-world market segmentation study.
License
Attribution 4.0 International (CC BY 4.0)
Who Can Use It
- Market Researchers: To conduct clustering and analytics to define initial market segments based on perception data.
- Academic Analysts: For educational exercises related to multivariate analysis and survey data methodologies.
- Industry Professionals: To gain insights into brand standing and formulate marketing campaigns addressing specific positive or negative consumer attributes.
Dataset Name Suggestions
- Australian McDonald’s Perception and Segmentation Study
- Fast Food Segmentation Survey AU
- McDonald’s Brand Attribute Data
- Australian Adult Consumer Opinions on McDonald’s
Attributes
Original Data Source: Fast Food Segmentation Survey
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