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Chinese food is becoming more and more popular in recent years; the numbers of Chinese fast food restaurants is gradually increasing. Though there are already many Chinese fast food restaurants existing in Portsmouth, but there is still no Chinese fast food chain trying to expand their market in Portsmouth. This project aims to find out people’s attitude on Chinese food and whether there is an opportunity for Fairwood fast food expands their market in Portsmouth. A questionnaire survey has been conducted by 103 respondents in Portsmouth. The results of the questionnaire suggest that people’s general opinion on Chinese food is positive, and there may be an opportunity for Fairwood fast food chain expands their market in Portsmouth. And other Chinese food company may be able to draw lesson from the implication of the results.

Introduction

The purpose of this section is to present the background information of this project, the significance of this project, and the purposes and objectives of this project as well.

Background

Most people have the experience of going fast food restaurant. Fast food industry is one of the few industries that can be described as global because its numbers of restaurants in the world and employment of the industry that many millions of people are employed in the whole worldwide (Royle & Towers, 2001). People choose fast food restaurants because of their inexpensive price and quick service. And with the trend of more and more popular of Chinese food at the present time, most people consider that Chinese food is attractive and they would be happy to have Chinese food. One thing that needs to be explained is that most people in Portsmouth consider that the Chinese restaurants they see in Portsmouth is different from Chinese fast food restaurant, but in fact, people in China call the kind of Chinese restaurant that existing in Portsmouth Chinese fast food restaurant. The consumers for Chinese fast food restaurant are not only Chinese people, but people who are living in Portsmouth. The reason of choosing this topic is because there are many native people living in Portsmouth always go to Chinese fast food restaurant, and there are also many Chinese who would be frequent customers for Chinese fast food restaurant living in Portsmouth, which make people suspect that if there is a famous Chinese fast food restaurant chain which already have good reputation in China existing in Portsmouth, people may prefer to choose it because its brand image.

Significance of this topic
Chinese food is famous for its variety of choices and tasty. However, though Chinese food is very popular at the present time, people can hardly see any famous Chinese fast food restaurant chain in Portsmouth in their daily life. Fairwood fast food is one of the most famous Chinese fast food restaurants in China, and it is chosen as the target subject in this project. The results of this project would give the suggestion on how can Fairwood fast food restaurant expanding their market in Portsmouth, moreover, other Chinese fast food restaurant chain might also draw lesson from this project while they expanding their ma