Pizza Hut Customer Profile

Roy Morgan Research Pty Ltd, August 2007, Pages: 28

This target profile provides a comparison of Pizza Hut’s customers compared to:

a) Total Population 14+
b) Total Purchased from Fast Food Places/Restaurants in the Last 4 Weeks

This target profile provides you with instant access to some of the world's most insightful, robust consumer research, with unmatched accuracy, integrity and sheer power.

Armed with a complete picture of your customers or your competitor’s customers, you are in the best position to fine tune you product strategy, focus your communication, and thereby optimise your marketing budget.

Don’t rely on unconfirmed reports; buy this target profile to get all that data, over 400 variables, everything from attitudes and activities to media consumption.

This profile is delivered in a read-only excel file.

Customer profile
Demographics
Gender
Age
Income
Occupation
Socio-Economic Status
Discretionary Expenditure (Big spenders vs. Medium & light spenders)

Attitudinal Profile of customers
-Health and Fitness
I always think of the number of calories in the food I'm eating
A low fat diet is a way of life for me
Health food is not necessary if you eat properly
I try to buy additive free food
I love to do as many sports as possible
I'm eating less red meat these days
I would like to be able to lose weight
I'm concerned about my cholesterol level
I try to get enough calcium in my diet

-Societal Issues
'Environmentally friendly' products are overpriced
I try to recycle everything I can
I worry about getting skin cancer
I don't trust the current Government
The Government is doing a good job running the country
At heart I'm an environmentalist
None of this stuff about the Internet makes any sense to me
I go out of my way to learn everything I can about new technology
When I'm at home, I like to shut myself off from the rest of the world
Obedience and respect for authority are the most important virtues children should learn
Threats to the environment are exaggerated
I'm worried about invasion of my privacy through new technology
Most secondary schools today place too little emphasis on academic achievements
I think it is the Government's duty to support those who can't find work
Homosexual couples should be allowed to adopt children
I find technology is changing so fast, it's difficult to keep up with it
I'm optimistic about the future
There's too much change going on these days
I believe a percentage of everyone's income should go to charities
I believe homosexuality is immoral
Crime is a growing problem in my community
If I had an accident, the local hospital would provide me with adequate treatment
I think the gap between the rich and poor is growing
Globalisation brings more problems than it solves
Terrorists deserve the same rights as other criminals
If we don't act now we'll never control our environmental problems

-Shopping Preferences
Expensive restaurants are not worth the money
I don't buy luxuries anymore
I believe quality is more important than price
I was born to shop
I choose a car mainly on its looks
You can tell a type of person by the type of car they drive
I buy more store's own products than well known brands
I would like to buy a home computer
I enjoy clothes shopping
I try to buy British made products as often as possible
I will buy a product because of the label
I trust well known brands better than the store's own
I have favourite brands for most things I buy and I tend to stick to them
I am always ready to try new and different products
I enjoy grocery shopping
I'll go out of my way in search of a bargain

-Food Preferences
I enjoy food from all over the world
I buy the same food every week
If I see a new type of food I will try it
I'm constantly watching my weight
I like to have traditional meals at home
My pet is a fussy eater
I don't have time to spend cooking
I like to eat healthy food but don't want to compromise on taste
The food I eat is all, or almost all, vegetarian
I often buy take-away food to eat at home
I buy much more fresh or chilled food than I used to
I try to buy organic food whenever I can
I won't buy genetically modified food if I can help it
I often buy frozen or chilled ready prepared meals
People often compliment me on my cooking
I seldom have time for breakfast
I tend to snack throughout the day
I prefer to eat healthy snacks
I like to drink wine with my meals
Taste is more important than ingredients
I avoid dairy foods whenever possible

-Finance Preferences
Credit enables me to buy the things that I want
I like to be well insured
Recently I've cut down my spending
The British economy appears to be improving
I feel financially stable at the moment
I'm worried about interest rates at the moment
It would be ideal if I could conduct all my banking without ever having to go to a branch
I prefer to invest in something with a safe return

-Advertising and Media Preferences
I use coupons I find in magazines or on packets
I video tape programmes if I can't watch them
I always watch the news on TV to keep me up-to-date
I always read the business section of the newspaper
I listen to the radio in the car
I often enter competitions run by newspapers, magazines or radio stations
I often enter competitions which are on packets or labels on products
I often redeem coupons to get discounts or special offers
I don't read the ads in newspapers and magazines
I can't help noticing advertising on buses
I enjoy buying magazines
I can't miss seeing those big billboard signs
I find TV advertising interesting
TV advertising quite often gives me something to talk about
Nearly all TV advertising annoys me
Some TV advertising is devious
Quite often I find TV advertising more entertaining than the programmes
I often take advantage of the special offers on the back of my supermarket receipt
I usually notice the advertisements on shopping trolleys when I go grocery shopping
I often notice the advertisements on taxis
Advertising posters in shopping centres and malls don't interest me

-Activities Profile of customers

-Leisure Activities in the last 3 months
Played a sport
Did some formal exercise (eg. gym, aerobics, running, cycling etc.)
Played darts
Played a game of pool/snooker/billiards
Played computer games at home
Played video games at home (eg. PlayStation/Nintendo/Sega)
Played video games at a video arcade
Played board games (eg. Monopoly, Trivial Pursuit)
Went to a professional sports event
Worked on a car
Played a musical instrument or sang in a band or choir
Worked in the garden
Stamp collecting
Dressmaking
Hobbies

-General Entertainment in the last 3 months
Went to a night club / disco
Went to a casino
Went to a racetrack
Went to the cinema
Rented a video
Rented a DVD
Bought a DVD (pre-recorded)
Bought a CD (pre-recorded)

-Entertained friends or relatives in the last 3 months
Visited friends / relatives
Entertained friends / relatives
Held a dinner party

-Live Entertainment in the last 3 months
Went to the theatre
Went to the ballet or opera
Went to a rock, pop music concert
Went to a jazz, classical or blues performance
Went to a theatre restaurant, bar/tavern/pub or cabaret for live entertainment

-TV Sport Watched almost always or occasionally
Grand Prix Formula 1 racing
Rally car racing
Other car racing
Motorcycle racing
Football
World Cup Football
Rugby League
Rugby Union
Rugby World Cup
American Football
Australian Rules
Cricket
Basketball
Baseball
Beach volleyball
Horse racing (flat)
Horse racing (Jumps, National Hunt)
Total watch Horse racing
Equestrian
Water Polo
Polo
Dog racing
Golf
Cycling
Gymnastics
Body building
Boxing
Wrestling
Curling
Fencing
Field hockey
Ice hockey
Figure skating
Athletics/Track & field
Marathon/Running
Triathlon and other endurance events
Snooker
Pool
Darts
Bowls
Squash
Tennis
Badminton
Snow skiing/Snowboarding
Ski jumping/Aerials
Surfing
Windsurfing/Sailboarding
Sailing
Swimming
Diving
Water skiing
Rowing
Synchronised Swimming
Fishing
Shooting
Olympic Games
Other

-Sports and Activities Participated in regularly/occasionally
Aerobics
Cycling
Gym Activities/Weight Training
Gymnastics
Jogging
Power walking
Roller blading/Skating
Marathons/Running
Athletics/Track & field
Triathlons
TOTAL Athletic Activities
Walking/Rambling
TOTAL Athletic Activities (inc. Walking/Rambling)
Rugby League
Rugby Union
Football
Cricket
Field hockey
Basketball
Softball
Baseball
Skittles
Netball
Volleyball
TOTAL Team Sports
Squash
Badminton
Table tennis
Tennis
Golf
Tenpin bowling
Bowls
Snooker/Billiards
Darts
Frisbee
TOTAL Individual Sports
Boxing
Martial arts
TOTAL Combative Sports
Body surfing
Surfing
Swimming
Scuba diving
Snorkelling/Skin diving
Scuba diving/Skin diving (TOTAL)
Water skiing
Jet skiing
Power boating
Sailing
Wind surfing/Sailboarding
Rowing
TOTAL Water Sports
Snow skiing
Snowboarding
Ice/Figure skating
TOTAL Winter Sports
Fishing - fresh water
Fishing - salt water
Fishing (Total)
Backpacking/Hiking
Horse riding
Archery
Clay or target shooting
Hunting or Game shooting
Rock climbing/Abseiling
TOTAL Outdoor Activities
Dirt biking
Motorcycle racing
Motor/Car racing
TOTAL Motor Sports
Ballet/Jazz/Tap/Modern dancing
Ballroom dancing
Line dancing
TOTAL Dancing
Other dancing
TOTAL Dancing (inc. Other Dancing)
Yoga
Flying (pilot licence)
Other
TOTAL participated in any sport/leisure activity regularly or occasionally
TOTAL participated in any sport/leisure activity regularly or occasionally (inc. walking/Rambling)

-Segmentation Profile

-Roy Morgan Values Segments (Developed in conjunction with Colin Benjamin of -The Horizons Network)
Basic Needs
Fairer Deal
Traditional Family Life
Conventional Family Life
'Look At Me'
Something Better
Real Conservatism
Young Optimism
Visible Achievement
Socially Aware

-Media Profile

-Major Magazines Read
Asda Magazine
Bella
Chat
Closer
FHM
Heat
Hello
Marks & Spencer magazine
National Trust Magazine
OK! Magazine
Radio Times
SAGA Magazine
Sainsbury's Magazine
Sky The Magazine
Somerfield Magazine
Take a Break
Tesco Magazine
TV Choice
TV Times
What's on TV

-National Newspapers Read
Daily Express
Daily Mail
Daily Mirror
Daily Record
Daily Star
Daily Telegraph
Financial Times
Guardian
Independent
Racing Post
Scotsman
Sun
Times

-Heavy Media Usage
Heavy newspapers (7+ in last week)
Heavy magazines (5+ issues)
Heavy TV (4 hours or more per day)
Heavy Radio (4 hours or more per day)
Heavy internet (8+ times in last week)
Heavy cinema (2+ visits in last 3 mths)

-Newspaper Usage
Heavy newspapers (7+ in last week)
Medium newspapers (3-6 in last week)
Light newspapers (1-2 in last week)
No Newspaper Read

-Magazine Usage
Heavy magazines (5+ issues)
Medium magazines (2-4 issues)
Light magazines (1 issue)
No Magazine Read

-TV Watching
Heavy TV (4 hours or more per day)
Medium TV (2-<4 hours per day)
Light TV (<2 hours per day)
No TV Viewing

-Radio Listening
Heavy Radio (4 hours or more per day)
Medium Radio (2-<4 hours per day)
Light Radio (<2 hours per day)
No Radio Listening

-Internet Usage
Heavy internet (8+ times in last week)
Medium internet (1-7 times in last week)
Light internet (less than once a week)
Never accessed the Internet

-Cinema Attendance
Heavy cinema (2+ visits in last 3 mths)
Medium cinema (1 visit in last 3 mths)
Light cinema (last 12 mths but not last 3 mths)
No cinema (last 12 mths)

-Media Typology Index (Summary)
Any Newspaper in last 7 days
Any Magazine
Any Television in last 7 days
Any Radio on an average weekday
Been to Cinema in last 4 weeks
Read any Catalogue in last 4 weeks
Access the Internet at least monthly

-Print Media Typology Index
Any Newspaper in last 7 days
Weekday Newspaper
Weekend Newspaper
Any Magazine
Women's Lifestyle
Women's Fashion
Home, Garden & Lifestyle
Food & Entertainment
Business, Financial & Airline
Travel
Men's Lifestyle
Women's Youth
Youth
Sporting
Fishing & Hunting
Boating
Motoring
Bikes
Computing, Gaming & Info Tech
Music & Movies
General Interest
Health & Family
TV & Radio Guides
Newspaper Inserts
Puzzles
Read any Catalogue in last 4 weeks

-TV Media Typology Index
Any Television in last 7 days
BBC1 programs
BBC2 programs
ITV programs
CH5 programs
CH4 programs
S4C programs
TV News
Current Affairs
TV Business
TV Documentaries
TV Chat
TV Quiz
TV Soaps
TV Drama
TV Comedy
TV Entertainment (Incl. Reality TV)
TV Entertainment (Excl. Reality TV)
TV Films
TV Home/Lifestyle/Travel
TV Sport
TV Sci-fi
TV Reality
Free-to-Air Television (Terrestrial) in the last 7 days
Cable Television in the last 7 days
Weekday Television in the last 7 days
Weekend Television in the last 7 days

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