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15 year old

Chinese

Female

Student (w/ no income)

Free-thinker

Likes doing art, cleaning, dance & shopping

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(Popeyes) Rarely, only ever ate once.

(Jollibee) Once every month.

(Wingstop) Once every 2-3 months.

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1. Jollibee

2. Wingstop

3. Popeyes

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17 years old

Buddhist

Male

Student (w/no income)

Likes playing Badminton, Reading Books

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(Popeyes) Last ate in July, do not eat there often

(Jollibee) No data

(Wingstop) Go there quite semi-regularly

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(Popeyes) Not really.

(Jollibee) Yes.

(Wingstop) Not really.

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1. Wingstop

2. Popeyes

3. Jollibee

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17 years old

Buddhist

Female

Student with some income

Likes K-pop, shopping, dressing up and eating

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The physical environment of the restaurant was quite dirty and the food quality was mediocre.

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Wingstop, Jollibee, Popeyes

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Popeyes - Rarely (last year)

Wingstop - Frequently

Jollibee - Moderately

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(Popeyes) Do not enjoy eating there, Chicken was too oily and greasy

(Jollibee) Cannot really say, do not eat there often

(Wingstop) Enjoy eating there, there is a broader range of flavour with more customisation options

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Mostly Jollibee. Not so much from Popeyes & Wingstop.

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No. Negative comments signify that food & service is unsatisfactory, hence will not bother to even visit the restaurant. (Also due to bad first experience)

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Ordered Burger meal set with drink

Drink supposed to be large refreshing beverage, but instead got Dasani Water

Tried to rectify the issue with the cashier

Cashier insisted he was wrong and was rude as she scolded vulgarities at him

Friend tempted to call manager but did not

Gave benefit of the doubt as assumed the cashier had a bad and stressful day

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Don't enjoy because of the low food quality (dry and occasional uncooked chicken)

can add sauces to make it more flavourful and less dry

ensure that their chicken is fully cooked

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1. Food Quality

2. Price

3. Customer Service

4. Physical Environment

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No since food purchase decisions depend on cravings, rather than budget/diet/other restrictions.

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fried chicken was too dry and was pink (slightly uncooked)

however, they can get an exchange.

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Not really alot from Popeyes and Jollibee, mostly Wingstop

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Have never seen an ad from any of these brands.

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5/5 since there is an option for a healthier choice when it comes to fast food, which is oily & unhealthy. So, it is beneficial since consumers don't have to worry about health risk/gaining weight when consuming fried food.

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Yes, because they want to judge my opinion themselves and not have other people influencing their perception of the brand. This way, they can tell if Popeyes are good or not

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Not likely, wouldn't want bad experience at a restaurant.

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Mostly delivery. Only in store when around the area with friends.

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Food quality, Price, Physical environment and then customer service

something else that possibly affects their decision: their dressing, whether it would dirty their clothes (can provide gloves?)

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No.

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1. Food quality

2. Price

3. Physical environment

4. Customer service

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30mins to 1hour, depending on the peak period.

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Instagram, TikTok, Youtube.

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Lifestyle does not really affect their choice of fast food as they do not play Badminton competively and is just playing for fun with friends

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Depends on the idol's popularity, which feeds into curiosity to try the restaurant's products.

(e.g. Taylor Swift endorse, yes. recently debuted K-Pop artist, maybe not.)

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even with income, still consider products with lower price and more affordable

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Does not really appeal to them. This is because to them usually healthier products being used means that the food would not taste as good as the original

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1 as fried chicken is already unhealthy in the first place, can only improve to a certain degree

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No. (Free-thinker)

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in store, because delivery takes too long to arrive

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Prefer to order delivery. Usually from Foodpanda, as the delivery fee is cheapter than other food delivery brands

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Wingstop since it is heavily hyped and mentioned on social media.

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No, but people with smaller appetites will choose smaller portions which usually means cheaper.

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Restricted by budget. This is because since they are still a student, they do not have the money to afford more expensive food items as they do have the ability to earn money themselves yet

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30 minutes maximum

Popeyes don't take long since their chicken is pre-fried.

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WHAT PART OF SG LIVE IN, HOW OFTEN SEE, ACCESSIBLE?

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WHAT PART OF SG LIVE IN, HOW OFTEN SEE, ACCESSIBLE?

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East side (Pasir Ris)

Not very visible & accessible unless travel to Tampines

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Instagram

Tik Tok

Lemon8 and XHS

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10 minutes. Generally a very impatient person

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Usually from Instagram

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No, endorsement doesn't affect its food quality, might even increase price

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No other than beef

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Yes, if Cristiano Ronaldo endorses the fast food brand , would be more willing to eat from there

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Yes, cannot eat beef

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17 year old

Indian

Female

Student (with no income)

Hindu

Loves doing sports & listening to music

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Think Singaporeans like Wingstop the most because they offer unique flavours like Kecap Manis and Garlic Parmesan

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Young people choose wingstop

Overall Singaporeans would choose Jollibee

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WHICH PART OF SG LIVE IN, HOW OFTEN SEE, ACCESSIBLE?

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WHICH PART OF SG LIVE IN, HOW OFTEN SEE, ACCESSIBLE?

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West

Often see fast food brands in mall

Accesibility depends on where the mall/branch is located in

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WHAT PART OF SG, HOW OFTEN SEE, ACCESSIBLE?

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WHAT PART OF SG, HOW OFTEN SEE, ACCESSIBLE?

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Central

Wingstop, Jollibee then Popeyes

Wingstop least accessible, Jollibee and Popeyes same

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1. Wingstop

2. Popeyes

3. Jollibee

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Do not eat at Popeyes often, around once every few months.

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Yes, because contented with their price and taste of their chicken.

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18 years old

Female

Chinese

Student

No religion

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NIL.

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1. Wingstop

2. Jollibee

3. Popeyes

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A lot of Wingstop advertisements but not much from Popeyes or Jollibee.

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Yes, only if negative comments are not about the food.

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(Popeyes) No data

(Jollibee) No data

(Wingstop) Twice a month, last went last week

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1. Food Quality

2. Customer Service

3. Physical Environment

4. Price

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Yes, because adopted healthy lifestyle and wants to keep fit, so would rather eat home-cooked meals than fast food.

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(Wingstop): Enjoy eating there because there is wide selection of flavours and the dip is amazing because is unique to Wingstop

Would go there more if there is loyalty programne

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No data

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No, do not see promotions from any of these brands

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Do not care

Would continue to eat there

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1. Food quality

2. Price

3. Physical environment

4. Customer service

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Yes, budget matters

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Very appealing

Healthier eating on the rise

Very important for well-being

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Yes, if budget is tight, would eat somewhere else cheaper than Wingstop as they tend to be more expensive than other brands

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In store, because like their Fried Wings hot and fresh

If delivered, the wings would be soggy and gross by the time the food is received

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Maximum 20 minutes

Popeyes waiting time is okay, acceptable

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Instagram and Tik Tok

Don't usually see ads

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No idol

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None

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Jollibee because of its various local flavours that appeal to Singaporeans

# data[].attributes.headline
WHAT PART OF SG LIVE IN, HOW OFTEN SEE, ACCESSIBLE?

# data[].attributes.subject
WHAT PART OF SG LIVE IN, HOW OFTEN SEE, ACCESSIBLE?

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Central

Not often

Popeyes is not as accessible as the competitor brands

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3/5.

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Delivery since it is convenient.

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No, since got small appetite, so budget (pocket money) is not controlled much by parent.

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Around 10mins or less.

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Instagram, Telegram & Youtube.

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No, purchase decision depends on own preferences so celebs will not influence in any way.

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No, since not very religious.

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Popeyes.

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WHAT PART OF SG LIVE IN, HOW OFTEN SEE, ACCESSIBLE?

# data[].attributes.subject
WHAT PART OF SG LIVE IN, HOW OFTEN SEE, ACCESSIBLE?

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North-east

Not really visible

Only ever eaten at Kallang & Novena which is accessible there since it is near the MRT

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1. WINGSTOP

2. JOLLIBEE

3. POPEYES

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Popeyes -- oily, dry, uncooked, don't like the seasoning, like the cajun seasoning

Jollibee -- nil

Wingstop -- got many flavours/customisable, the dip is nice

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Popeyes -- NIL

Jollibee -- NIL

Wingstop -- Expensive