1.

Introduction
1.1 Background to the marketing problem Red rooster is a leading Australian-owned quick service restaurant committed to providing innovative products to their consumers. However red-roosters competitors such as McDonalds are one of the major players within the Australian economy (IBIS, 2009). Red rooster has been operating now for over 20 years within Australia, but for couple of reasons it hasnt developed the brand image as McDonalds has in Australia. McDonalds franchises all around Melbourne city receive many more customers compared to red rooster, reasons are; (1) there are more outlets of McDonalds in Melbourne compared to red rooster (McDonalds, 2007), including (2) most of the international students and immigrants in Australia have little or no awareness of Red rooster, though it being an Australian owned restaurant. Simple reason being, Red rooster has not been advertising its brand on other international T.V channels provided by Australian television companies such as Foxtel, including there are not many billboards or outlets of red rooster in major populated areas of the city. McDonalds, though being an international fast food restaurant, it has established it self at an impeccable level within the community in Melbourne. Whereas red rooster, offering several delicious burgers, warps, and many more competing menu items (Red rooster, 2004), have found it hard to expand their name in the market due to factors beyond just brand awareness. Through research and discussion among people around the Clayton area it has come to attention that the consumers are not satisfied with the service provided by Clayton Red Rooster. The quality of the food has been low as the chicken is not thoroughly cook leaving the inside part still red and the presentation of the food is not satisfactory as the burger has the vegetables and sauces spilling out of the burger. There is only one employee handling the cashier and the drive thru area making the wait for the food is quite long. This has lead marketing researchers and Clayton Red Rooster to research the means of measuring and improving Clayton Red Roosters service quality by considering the following research objectives

1.2 Statement of the Problem

1.3 Objectives of the Research To measure the perception of customer satisfaction with the Red Rooster restaurant, several research objectives are needed to be measured. This listed research objectives will give the details of information needed to address the information gap that must be closed in order to resolve the problems Red Roosters having. (Burns & Bush, 2006) The objectives of the study are: To determine the perception of consumers towards Red Rooster To examine the consumers level of satisfaction on Red Rooster To determine consumer awareness towards Red Rooster
To determine the attitudes towards Red Rooster

1.4 Hypothesis and Research Question The hypothesis is the assumption statement that is considered to be true for the purpose of research. (Burns & Bush, 2006) Clayton Red Roosters marketing researchers have developed the following hypotheses for testing such as: All customers of Red Rooster are staying in Clayton. The majority income levels of consumers are between $1,600 to $3,000 The consumers are satisfied towards Red Rooster. The research questions are developed by researchers as following: What are consumers perceptions towards Red Rooster? What are consumers attitudes towards Red Rooster? Does Red Rooster satisfy customers? What is the level of brand awareness of consumers towards Red Rooster? How often do customers eat at Red Roosters food? Are Red Rooster customers satisfied with the food quality?