AYAMAS

COMPANY BACKGROUND
AYAMAS is the first company in Malaysia to introduce the sales of chicken and chicken-
based product through a network of company-owned, air-conditioned stores chicken
boutiques. (Traditionally, live birds were slaughtered and sold only in wet market).
KEDAI AYAMAS chain markets HALAL, high quality branded chicken that is hygienically
processed and packed in the companys own plants.
In addition to its chilled chicken products and value-added further processed poultry
products, the AYAMAS retail chain was the first in the country to offer a delicious array of
chicken roosters and light chicken-based snacks. One can easily purchase nutritious and
tasty, ready-to-eat food for convenience store was opened at SEAPARK on 29 April 1988.
Today, it has 74 stores nationwide. This is basically a store with a ratio of 30:70 in terms of
retailing chicken meat versus sundry goods that complement chicken product.
Each year, more and more outlets are added to the chain; and these are styled to
place greater emphasis on the sale of high-margin ready-to-eat gourmet chicken
product. Through synergies within the QSR Group, controlled of quality and cost has
helped enhance AYAMAS profitability.

PROBLEM STATEMENT
1) Kedai AYAMAS is actually lack of employee.
There are a lack of employee at Kedai AYAMAS. Its surely can cause
unsatisfaction of the customers with the service that has been given by
Kedai AYAMAS whenever they go to the shop.
2) The narrow of the space in Kedai AYAMAS.
The shop is too narrow that will cause crowding when there are too many
customers coming up at the same time. This will cause the unconvenience to
the customers to make any purchases
3) Parking places provided by AYAMAS are not sufficient.
When many customers come to the shop, it can cause crowding at the
parking places. Its surely can disturb the other customers whom had finished
making their purchases to move their vehicle because of another vehicle.

BACKGROUND OF STUDY
2.1 The service and product that provided by AYAMAS
The services that are provided by AYAMAS are sales of chicken and chicken-based product. Other
than that, kedai AYAMAS also provided sales of another food and beverages such as bread,
carbonate water and more.
The products that are provided by AYAMAS are a delicious array of chicken roasters and light
chicken-based snacks. AYAMAS also offer ready-to-eat food for convenience takeaway, ready-to-
cook frozen products, fresh chilled chicken and sundry products ranging from special sauces to
confectionary and beverages.

2.2 The problems that are faced by AYAMAS
The problem that is faced by AYAMAS is actually lack of employee. This problem will cause
incomplete service given to the customers by AYAMAS. Next, the narrow space in Kedai AYAMAS.
This will cause crowding when there are too many customers coming up at the same time. After
that, parking place provided by AYAMAS is not sufficient. It is difficult to the customer to go to
Kedai AYAMAS if there not enough parking place.


2.3 AYAMAS at Kubang Kerian is a strategic place.
Kedai AYAMAS is a strategic place because it is located in middle town. This place is also common
place as there are many pass-by and the shop can be seen by the public because the place is
beside the road. It can attract people to concentrate to the AYAMAS.

2.4 Staff at AYAMAS gave a good service.
When we are going to Kedai AYAMAS, their staff was treated us well. Even thought they have works to
do, but they still smile to us and gave a good treated. From our observation, AYAMAS staff gave a
good service for their customers. If customers did not find that something they want, they were able to
show them where is it. They also show a nice face and good attitude to customers. Customers are
satisfied with their service
SCOPE OF STUDY

We have choose location for our report at KEDAI AYAMAS, Jalan Kubang
Kerian, Kelantan.
The main factor that we choose this location is because we wants
evaluate satisfaction of customers to KEDAI AYAMAS with another shop that
contemporary with it. Other than that, cooperation from manager of KEDAI
AYAMAS is also factors of why we were choose this location. Good service
and cooperate from KEDAI AYMAS staff can give us support and
encouragement.
Next, we have choose this location because it is not far away from our
university. This is not hard us to prepare this report because we can go to the
location to collect any information.

RESEARCH METHODOLOGY


SAMPLE POPULATION
The sample population we are choose for our research includes all students in
Universiti Teknologi Mara (UITM) Machang, only. Total amount of students at Uitm
Machang is 5700 and above. Among the students from cost Business, Banking, Art
and Design, Sains Computer, Pengurusan Maklumat and other. Also sample
population we are choose consisting of are living in college and living in residential
area.The convenience sampling method that we use in this research may have lead
to biases in selection respondents due to time and resources constraints.
SAMPLE SIZE
From the sample population we all contributed questionnaire to 30 respondents are
consisting of students from various cost. We all contributed questionnaire to
respondents around university to get informations about research. In the
questionnaire we are doing there are 4 parts, namely part A respondent
background, part B about Ayamas, part C service at Ayamas and last part D
suggestion for Ayamas. We can describe that question to be information for our
research and through that questionnaire we all get many information from
respondent to finish our research.

DATA COLLECTION
Customer satisfaction toward Kedai Ayamas will be our research in order to
make people attract more on buying their product. We are interested to
search about it and we are using methodology to find out information about
our research. Methodology is process that used to collect information as a
part of research that contains procedures, definitions and explanations
techniques used to collect as a part of research process about Kedai
Ayamas. Methodology can be divide in two categories, primary
methodology and secondry methodology. Methodologies also help our
researcher to be easier and efficient so that our report can be complete
with effective. Methodologies is very important to our research because
without that we are cannot get information about it.


PRIMARY DATA
OUR PRIMARY METHODOLOGIES ARE BY USING QUESTIONNAIRE AND
SURVEY IN CONDUCTING RESEARCH.

Questionnaire
-We distribute questionnaire to 30 respondents
at around university to get informations about
our research. In questionnaire, we are create
30 question and divide four part question that
is part A for respondent background, part B
about Ayamas, part C service and part D
suggestion for Ayamas. When respondent
answer for this questionnaire, we can describe
that question to be information for our
research. For example, respondent gives
suggestion to add more choices in Ayamas
menu. Besides that, information that we are
find out in questionnaire we can use to create
problem statement and recommendation for
our research. When create problem statement
we can identify the way of solution and can
recommendation what the best choice
toward our research.

Survey
-We are visit Kedai Ayamas for survey about
their type of product, services and facilitating
at there. We also identify what specialty about
it. A service for customer is proper and
intelligent because can attract they to here a
gain. Server at Kedai Ayamas always treats.
People in order they will be happy and enjoy.
We also identify about product for people who
maybe buy the product and it is not enough
since only a few product was provided by
them.

Interview

-We are have interview Mr. Mohd Ihfadzna the manager of
Kedai Ayamas. He had give us cooperate along the interview
with him. From interview process we all get a lot information
about Kedai Ayamas at Kubang Kerian. He give all information
such as how many employee, system that Kedai Ayamas use and
many again. That information very useful for our to finish
research.

SECONDARY DATA
OUR SECONDRY METHODOLOGY IS USING INTERNET IN ORDER TO
GET SOME INFORMATION THAT SUPPORTING OUR RESEARCH.

Internet
-Internet is a very important source
because it can improve our knowledge
about Kedai Ayamas. Internet can help
to search background of Kedai Ayamas
such as history and company
background. We also known actually
who develop Kedai Ayamas because
Kedai Ayamas is quite famous because of
their quality, promotion and services.
Using internet also can provide more idea
to complete our research because we
can find more information about our
research with internet we can identify
history of Kedai Ayamas to create
background of company and describe
scope of our studies.


Report and book
We all already use text book Bussiness
communication (269) as reference
because the text book have contain
many information and have teach we all
how to doing the report. we all also have
see the actual report from senior student
at uitm machang for see the right
methods to our make the best report.

DATA ANALYSIS
PART A (RESPONDANT BACKGROUND)

40%
60%
0 0
Gender
Male
Female
Figure 5.1.1 Gender
After we observe, we found that the percentage of female in that
area are highest than male. So we have gave 18 questionnaire to
the female student while for the male students, we have gave
them 12 questionnaire. The percentage of female is 60% while
the percentage of male is 40% because female more likes to eat
chicken compare than male.
40%
40%
0
20%
Age
18-20
21-24
24 and above
Figure 5.1.2 Age
After we observe, we found that the student between the age 18-
20 and 21-24 are the highest percentage which is 40% each
followed by age around 24 and above which is just 20%. There
are 12 student between the age 18-20 and 21-24 followed by six
student by age around 24 and above because teenager likes eat
fast food.
23.33%
16.67%
13.33%
23.33%
10%
13.33%
Faculty
BM
AD
CS
IM
ACC
AM
Figure 5.1.3 Faculty

After we observe, we found that the percentage of faculty BM and IM are the highest
which is 23.33% each followed by AD 16.67%, CS and AM which is 13.33% each and
ACC 10% only. There are seven student from faculty BM and IM and followed by five
student from faculty AD, four student from faculty CS and AM and three student from
faculty ACC because student faculty BM and IM more concern about fast food.
20%
13.33%
20%
13.33%
16.67%
16.67%
College
DO
TR
THO
TAR
TDM
NR
Figure 5.1.4 College
After we observe, we found that the student between college DO and THO are the highest
percentage which is 20% each while TDM and NR are 16.67% each and TR and TAR are
13.33% each. There are six student from college DO and THO, followed by five student
from college TDM and NR, and four student from college TR and TAR because female
student know about the food compared than male student.
33.33%
16.67% 16.67%
33.33%
State
Kelantan
Pahang
Kuala Lumpur
Others
Figure 5.1.5 State
After we observe, we found that the student between Kelantan and others state are the highest
percentage which is 33.33% each and followed by Pahang and Kuala Lumpur 16.67% each. There
are 10 students from Kelantan and others state and followed by five students from Pahang and
Kuala Lumpur. Because at Uitm Machang, there are many students from Kelantan.
PART B (ABOUT AYAMAS)

0%
16.67%
10%
40%
33.33%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Strongly agree Agree Don't know Disagree Strongly disagree
Never heard about Ayamas before
Strongly agree
Agree
Don't know
Disagree
strongly disagree
Figure 5.2.1 Never heard about Ayamas before

After we observe, we found that the percentage disagree is the highest percentage
which is 40% followed by strongly disagree 33.33%, agree 16.67%, dont know 10%
and the lower percentage is strongly agree which is 0%. This is sure that students here
often heard about Ayamas before. There are 12 student disagree they never heard about
Ayamas before because Ayamas is one of the famous shop.
6.67%
26.67%
23.33%
33.33%
10%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
Strongly agree Agree Don't know Disagree Strongly disagree
Often go to Ayamas
Strongly agree
Agree
Don't know
Disagree
Strongly disagree
Figure 5.2.2 Often go to Ayamas
After we observe, we found that the percentage of student disagree is the highest which is 33.33%
followed by agree 26.67%, dont know 23.33%, strongly disagree 10% and the lower percentage is
strongly agree which is 6.67%. There are only two students who often go to Ayamas because Ayamas is
the one favourite fast food.

13.33%
23.33%
6.67%
46.67%
10%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
50.00%
Strongly agree Agree Don't know Disagree Strongly disagree
Prefer go to Ayamas with family rather than friends
Strongly agree
Agree
Don't know
Disagree
Strongly disagree
Figure 5.2.3 Prefer go to Ayamas with family rather than friends
After we observe, we found that the student disagree is the highest percentage which
is 46.67% followed by agree 23.33%, strongly agree 13.33%, strongly disagree 10%
and the lower percentage which is dont know 6.67%. There are 14 students who
agree to go to the Ayamas with their friends rather than their family because teenager
feel enjoy to eat with their friends.

0%
23.33%
43.33%
33.33%
0%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Strongly agree Agree Don't know Disagree Strongly disagree
Ayamas is better than other shop
Strongly agree
Agree
Don't know
Disagree
strongly disagree
Figure 5.2.4 Ayamas is better than other shop
After we observe, we found that the percentage dont know is the highest which is
43.33% followed by disagree 33.33%, agree 23.33% and the lower percentage is
strongly agree and strongly disagree which is 0% each. There are 13 students who
dont know whether Ayamas is better than the other shop. There are 7 students who
agree that Ayamas is better than the other shop because provided a good facility.
3.33%
46.67%
33.33%
16.67%
0%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
50.00%
Strongly agree Agree Don't know Disagree Strongly disagree
Spent about RM20 and above everytime went to Ayamas
Strongly agree
Agree
Don't know
Disagree
Strongly disagree
Figure 5.2.5 Spent about RM20 and above everytime went to
Ayamas
After we observe, we found that the percentage of student which is agree is 46.67%
followed by dont know 33.33%, disagree 16.67%, strongly agree 3.33% and lower
percentage is strongly disagree 0%. There are 14 students who always spent about RM20
and above everytime they went to Ayamas because Ayamas has provided delicious fast
food to choose.
3.33%
56.67%
26.67%
13.33%
0%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Strongly agree Agree Dont know Disagree Strongly disagree
Ayamas need to improve their recipe
Strongly agree
Agree
Don't know
Disagree
Strongly disagree
Figure 5.2.6 Ayamas need to improve their recipe
After we observe, we found that the student which is agree is 56.67% followed by dont know 26.67%, disagree 13.33%,
strongly agree 3.33% and the lower percentage is strongly disagree that is 0%. There are 17 students who agree that Ayamas
should improve their recipe because they want to try new recipe from Ayamas.
0%
46.67%
26.67% 26.67%
0%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Strongly agree Agree Don't know Disagree Strongly disagree
There are more than enough foods offered by Ayamas
Strongly agree
Agree
Don't know
Disagree
Strongly disagree
Figure 5.2.7 There are more than enough foods offered by
Ayamas
After we observe, we found that the percentage agree is the
highest which is 46.67% followed by dont know and disagree
which is 26.67% each, and the lower percentage is strongly
agree and strongly disagree which is 0%. There are 14 students
who agree that there are more than enough foods offered by
Ayamas because Ayamas has provided many enough food to
choose.
10%
23.33%
20%
36.67%
10%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Strongly agree Agree Don't know Disagree Strongly disagree
Never order 'Dishii Rooster' which is the new recipe of Ayamas
Strongly agree
Agree
Don't know
Disagree
Stronly disagree
Figure 5.2.8 Never order Dishii Rooster which is the new recipe of Ayamas
After we observe, we found that the percentage disagree is the
highest which is 36.67% followed by agree 23.33%, dont know
20% and the lower percentage is strongly agree and strongly
disagree which is 10% each. There are 11 students who
disagreed they never order Dishii Rooster which is the new
recipe of Ayamas that provide new recipe in the menu because
Diishii Rooster is delicious.

PART C (SERVICE AT AYAMAS)

80%
20%
0 0
The staffs treat well whenever go to Ayamas
Yes
No
Figure 5.3.1 The staffs treat well whenever go to Ayamas
After we observe, we found that the percentage of student is yes
is the highest which is 80% and the lower percentage is no
which is 20% only. There are 24 students who agree the staff
treat them well whenever they go to Ayamas because the staff
should smile to them when they come to the shop and help them
in selecting the food for them when they dont know what they
should order.
76.67%
23.33%
0 0
Satisfied with the service offered by Ayamas
Yes
No
Figure 5.3.2 Satisfied with the service offered by Ayamas
After we observe, we found that the percentage of student is yes
is the highest which is 76.67% and the lower percentage is no
which is 23.33% only. There are 23 student satisfied with the
service offered by Ayamas because Ayamas give them menu
including prices for customer to make them easier to purchase.
83.33%
16.67%
0 0
Ayamas need to employ more staff
Yes
No
Figure 5.3.3 Ayamas need to employ more staff
After we observe, we found that the percentage of student is yes
is the highest which is 83.33% and the lower percentage is no
which is 16.67% only. There are 25 student suggest that Ayamas
need to employ more staff because Ayamas not have enough
staff to treat the customers well when customer want to pay and
the other customer want to order.
50% 50%
0 0
Facilities provided by Ayamas are more than enough
Yes
No
Figure 5.3.4 Facilities provided by Ayamas are more than
enough
After we observe, we found that the percentage of student is yes
is same with the percentage is no which is 50% each. There are
15 student think the facilities provided by Ayamas are not
enough because the facility that provided by Ayamas such as
table and chair not enough for them to eat there.
76.67%
23.33%
0 0
Never heard that Ayamas has the delivery service
Yes
No
Figure 5.3.5 Never heard that Ayamas has the delivery service
After we observe, we found that the percentage of student is yes
is the highest which is 76.67% and the lower percentage is no
which is 23.33% only. There are 23 students who never heard
that Ayamas has the delivery service to send their food because
not advertise on media.
83.33%
16.67%
0 0
Never call Ayamas for delivery before
Yes
No
Figure 5.3.6Never call Ayamas for delivery before


After we observe, we found that the percentage of student is yes
is the highest which is 83.33% and the lower percentage is no
which is 16.67% only. There are 25 student never call Ayamas
for delivery service because they think Ayamas not provide
delivery service and they must go to the shop to make
purchases.
73.33%
26.67%
0 0
Satisfied with the price offered by Ayamas
Yes
No
Figure 5.3.7 Satisfied with the price offered by Ayamas
After we observe, we found that the percentage of student is yes
is the highest which is 73.33% and the lower percentage is no
which is 26.67% only. There are 22 student satisfied with the
price offered by Ayamas because Ayamas has gave them the
affordable price that students can purchase it.
26.67%
73.33%
0 0
There a lot of customers that are not satisfied with the service offered by Ayamas
Yes
No
Figure 5.3.8 There a lot of customers that are not satisfied with
the service offered by Ayamas
After we observe, we found that the percentage of student is no
is the highest which is 73.33% and the lower percentage is yes
which is 26.67% only. There are only eight student think there
are a lot of customer which are not satisfied with the service
offered by Ayamas because Ayamas has gave the best service to
all customer that come to the shop to make purchases.

PART D (SUGGESTION FOR AYAMAS)


Yes
63%
No
37%

0% 0%
Ayamas should improve their packaging
Yes
No
Figure 5.4.1 Ayamas should improve their packaging
After we observe, we found that the percentage of student is yes
is the highest which is 63% and the lower percentage is no
which is 37% only. There are 19 student think Ayamas should
improve their packaging because they think that Ayamas should
give them bigger plastic bag to make them easier to bring the
plastic bag.

Yes
83%
No
17%

0% 0%
Ayamas should need to add more choices in their menu
Yes
No
Figure 5.4.2 Ayamas should need to add more choices in their
menu

After we observe, we found that the percentage of student is yes
is the highest which is 83% and the lower percentage is no
which is 17% only. There are 25 student suggest Ayamas should
add more choices in their menu because to make customer to try
new recipe provided by Ayamas and not bored with the same
recipe.
Yes
63%
No
37%

0% 0%
Satisfies with the concept of the surrounding Ayamas
Yes
No
Figure 5.4.3 Satisfies with the concept of the surrounding Ayamas

After we observe, we found that the percentage of student is yes
is the highest which is 63% and the lower percentage is no
which is 37% only. There are 19 student satisfies with the
concept of the surrounding Ayamas because Ayamas has its own
decoration and they has arranged the table, chair, shelf and
refrigerator very well.
Yes
97%
No
3%

0% 0%
Agree if Ayamas offered a discount for every RM50 purchases
Yes
No
Figure 5.4.4 Agree if Ayamas offered a discount for every
RM50 purchases
After we observe, we found that the percentage of student is yes
is the highest which is 97% and the lower percentage is no
which is 3% only. There are 29 student agree if Ayamas offered
a discount for every RM50 purchases and one student disagree
if Ayamas offered a discount for every RM50 purchases because
the price offered by Ayamas is affordable and reasonable.
Yes
97%
No
3%

0% 0%
Agree if Ayamas allowed to used kad siswa to get a discount
Yes
No
Figure 5.4.5 Agree if Ayamas allowed to used kad siswa to get
a discount

After we observe, we found that the percentage of student is yes
is the highest which is 97% and the lower percentage is no
which is 3% only. There are 29 student agree if Ayamas allowed
to use kad siswa to get a discount because all student have
kad siswa to get a discount every purchases.
Yes
90%
No
10%

0% 0%
Ayamas should place a suggestion box in their store
Yes
No
Figure 5.4.6 Ayamas should place a suggestion box in their store

After we observe, we found that the percentage of student is yes
is the highest which is 90% and the lower percentage is no
which is 10% only. There are 27 student think Ayamas should
place a suggestion box in their store because it easy for student
to complain, to make suggestion, to write unsatisfied in
suggestion box.
Yes
60%
No
40%

0% 0%
Ayamas should operating store nationwide
Yes
No
Figure 5.4.7 Ayamas should operating store nationwide
After we observe, we found that the percentage of student is yes
is the highest which is 60% and the lower percentage is no
which is 40% only. There are 18 student who agree that Ayamas
should operating store nationwide because when Ayamas open
outlet nationwide, they can make their company more big and as
a halal food restaurant.
Yes
60%
No
40%

0% 0%
Ayamas should renovate their shop
Yes
No
Figure 5.4.8 Ayamas should renovate their shop
After we observe, we found that the percentage of student is yes
is the highest which is 60% and the lower percentage is no
which is 40% only. There are 18 student agree Ayamas should
renovate their shop because the shop is so small and not
comfortable if many customer come in at the same time because
of the shelf and refrigerator that are not well arrange and make
the customers uncomfortable.
Complain
33%
No complain
67%

0% 0%
Complain about Ayamas
Complain
No complain
Figure 5.4.9 Complain about Ayamas
After we observe, we found that the percentage of student with
no complain is the highest which is 67% and the percentage
who complain which is 33% only. There are 20 student who are
not complained about Ayamas because The Head of Ayamas has
a trust-wide responsibility for ensuring high-quality and safe
food for customer.
CONCLUSION
The objective of marketing is to create customer satisfaction. This mean, Ayamas
manager must understand consumers need so that their marketing strategy is adequate
and acceptable in responding to buyer needs. Our research related to customer
satisfied with the product Ayamas which is suitable to every level of customer. In terms of
reason, customer purchasing Ayamas product, quality, cleanliness of Ayamas and good
service are consider very important for customer choose to purchasing at Ayamas.
Cleanliness at Ayamas and quality of food are the most important to show the relate
image of Ayamas. Customer service discount of food and price that Ayamas offer to
their customers for tend the quality of Ayamas. Besides that, manager or staff at Ayamas
must concentrate more on cleanliness and quality of the food that they prepared to
their customers in order to create a standard fast food and better beliefs among
customer towards Ayamas Kubang Kerian,Kota Bharu.
Therefore, Ayamas at Kubang Kerian is also strategic location that the customer easy to
find the place. From our survey, the good necessity for Ayamas and responsibilities to
manager and staff for understanding of what makes customers want so that they can
make significant contribution to the development of marketing strategy. No doube, that
Ayamas owner who understand consumer behaviour have great competitive
advantage in the marketplace.

RECOMMENDATION
Add more employee to organize the shop and make sure customer got the best
service when come on to the shop to treat well customer when customer want to
pay and the other customer when customer want to pay and the other customer
want to order so the service is going smooth and make easy for customer to
purchases.
The narrow of the space Ayamas restaurant so Ayamas restaurant should renovate
the shop because the shop is so small and not comfortable if many customer come
in at the same time because of the shelf and refrigerator that are not well arrange
and make the customer uncomfortable.
Parking space provided by Ayamas is not sufficiend so Ayamas restaurant should
make basement for the special parking space for only customer Ayamas to make
customer feel comfortable to purchase and Ayamas should hired the security guard
for safety vehicle so customer do not worry when they enter the shop to purchase
because Ayamas shop at Kubang Kerian located at the side of road.