Restaurant qualities When choosing a restaurant, respondents answered that the following qualities are ver important": food quality (8 dliness(51%), and prid (47%). These responses matched answers to a similar question that asked respondents to choose the best quality of their favorite restaurant: 53% answered quality of food, 14% answered price 12% answered service, and 8% answered atmosphere. Those qualities considered"fairly important"are speed of service(58%), atmosphere (42%)and menu variety (37%o). Approximatel 42% of respondents said that they pay about"$4-7 per person"when eating at Pizza Hut Media habits The majority of the target audience listens to radio is between 6am-3pm during the week(67%) The top four radio formats were Country (24%), Rock(18%), Adult Contemporary(14%),and Golden Oldies(13%). Most respondents watch TV from 7: 30 on during the week(77%). The most popular program types are Situation Comedy(42%o), News(21 %), Sports(17%)and Drama (14%). Almost half of the target audience (48%)answered that they use the Internet. The target audience reads a variety of magazines including the following types: Womens(16%), News and Business(12%), and Fashion and Entertainment(10%). Most members of the target audience do not read the local newspaper regularly Conclusions and Recommendations Conclusions respondents eat pizza at least once a month and also eat at Pizza hut at least once a mont ost Most respondents get food to carryout more often than they eat in a full service restaurant. Consumers find the following attributes most important when selecting a restaurant: food quality cleanliness, employee friendliness, and price. They care less about speed of service, atmosphere and menu variety. Most respondents listen to the radio in the morning and early afternoon with with the most popular program types being Situation Comedy and News. Almost halfar etime Country and Rock formats being most popular. Most respondents watch TV during prim he Internet. Respondents read a varicty of magazines, but don't read the Recommendations A national survey should be created that omits general restaurant behavior questions and replaces them with more specific questions regarding consumer perceptions of Pizza Hut restaurants and its competition. The survey should define why people go or don't go to Pizza Hut. It should define why Pizza Hut is chosen or not chosen over other restaurants. The survey also needs define Pizza Hut's position within consumers minds. Since it is difficult to collect accurate media ary research should be gathered to determine media habits of the target audience. Advertising for Pizza Hut, Inc. restaurants should include ference to an improved atmosphere since some respondents do find this fairly important. At the same time advertising should emphasize quality food, employee friendliness, and price because most customers find these attributes very important