consumer behaviour towards consumption of fast food

APresentation On

“CONSUMER BEHAVIOUR TOWARDS

CONSUMPTION OF FAST FOOD

IN CH. DADRI”

Fast foods are characterized as quick, easily accessible and cheap alternatives to home-cooked meals, according to the National Institutes of Health (NIH)

Fast Food

Indian Fast Food Industry• Fast food is one of the world’s

largest growing food type. India’s fast food industry is growing by 40% a year

• It is reached to nearly US$ 10 Billion in 2012 .

• Foreign Investment holds about one-fourth of total investment made in this sector.

A Few Fast Food Facts

•Everyone eats fast food•Fast food is marketed everywhere•It is almost impossible to avoid it

Products Available in Ch.Dadri

Healthy foods

Comparison between fast foods and healthy foods

Fast Foods Healthy Foods

Highly accessible Less accessibleConvenient Less convenientGreat tasting Not as good tastingPromoted heavily Not promotedInexpensive More expensive

Bikaner Misthan Bhandar

Mannan Pizza Hut

Childhood Obesity• 27% of children are overweight (CDC,

2003)

Advantage

Disadvantages Some restaurants don’t change the

oil and they don’t clean it• Obesity Bad for the health.• Contain higher amounts of salt, fats

and calories Diseases

Objectives of the Study• To analyze consumer behavior towards

consumption of fast food.• To analyze the influence of income on the

selection of fast food buying outlet.• To analyze the effect of age on the likings

towards different varieties of fast food.• To study the relationship between age and

preference for consumption of fast food.

RESEARCH METHODOLOGY:-

• Data Source1.Primary2. Secondary• Data Collection Instrument • Sampling Procedure1. Sample Unit2. Sample Size3. Sampling Method

Analysis And Interpretation

Demographic Profile

Basis Frequency Percentage

Gender Male Female

4258

4258

Age <15 <25 >25

085339

085339

Profession Working Student Other

304723

304723

Income 1-1.5 lakhs 1.5-3 lakhs >3 lakhs None

16180165

16180165

1. Do you like fast food?Respondents frequency Percentage

YesNoTotal

8317100

8317100

YesNo

Do you like fast food?

Pies show counts

83.00%

17.00%

2.Where do you often visit in order to have fast foods?

Outlets frequency Percentage

BikanerAggarwalAny Other(Specify)Total

613108100

613108100

BikanerAggarwalAny Other(Specify )

Where do you often visit in order to have fast foods?

Pies show counts

61.00%31.00%

8.00%

3.Do you visit restaurants?

Response frequency Percentage

Yes No Total

8713100

8713100

YesNo

Do you visit restaurants?

Pies show counts

87.00%

13.00%

4.How often you visit restaurants?

Timing frequency PercentageWeeklyMonthlyOccasionallyTotal

033364100

033364100

. Weekly monthlyOccasionally

How often you visit restaurants?

Pies show counts

3.00%

33.00%

64.00%

5.What kind of fast food do you prefer?

Varieties frequency PercentagePizzaBurgerSandwichOtherTotal

31292119100

31292119100

PizzaBurgerSandwichOther

What kind of fast food do you prefer?

Pies show counts31.00%

29.00%

21.00%

19.00%

6.What is your opinion regarding fast food?

Options frequency PercentageSpeedyEasy take awayHygienic Delicious Other (please state)Total

1131035104100

1131035104100

SpeedyEasy take awayHygienicDeliciousOther (please state)

What is your opinion regarding fast food?

Pies show counts

11.00%

31.00%51.00%

4.00%

7.Do you think fast foods are

healthy?Response frequency PercentageYes No Total

0298100

0298100

YesNo

Do you think fast foods are healthy?

Pies show counts

2.00%

98.00%

8.Your suitable timing for visiting fast food restaurant?

AfternoonEveningLate night

Your suitable timing for visiting fast food restaurant?


69.00%

20.00%

Timing frequency Percentage

AfternoonEveningLate nightTotal

116920100

116920100

9.You like to visit food joint with?

Part of income frequency Percentage

Family FriendsTotal

4357100

4357100

FamilyFriends

You like to visit food joint with?

Pies show counts

43.00%57.00%

10.What part of your income (monthly) you spend in restaurants?

frequency Percentage<10%<15%>15%Total

900802100

900802100

.<10%

.<15%>15%

What part of your income (monthly) you spend in restaurants?

Pies show counts

90.00%

8.00% 2.00%

11.How much do you spent at a time visiting fast food restaurant (Rupees)?

Spend at a time frequency Percentage<200<500<1000>1000Total

50331601100

50331601100

.<200<500<1000>1000

How much do you spent at a time visiting fast food restaurant (Rupees)?

Pies show counts

50.00%

33.00%

16.00%

1.00%

12.Your preference for the fast food restaurant is due to?

Criteria frequency PercentageConvenienceTasteOther total

067519100

067519100

Conveniencetaste. Other

Your preference for the fast food restaurant is due to?

Pies show counts

6.00%

75.00%

19.00%

13.Are you satisfied with the price- quality

rate charged?

Response frequency Percentage

YesNoTotal

5149100

5149100

YesNo

Are you satisfied with the price- quality rate charged?

Pies show counts

51.00%49.00%

14.According to you, which are the most effective promotional activity for restaurants?

Promotional activities frequency PercentageDiscount Home DeliveryOtherTotal

254629100

254629100

DiscountHome deliveryOther

According to you, which are the most effective promotional activity for restaurants?


46.00%

29.00%

15.What are some important points when choosing fast food restaurants?

(please specify rank) Criteria frequency PercentageCleanlinessPricingQualityOtherTotal

15017212100

15017212100

Cleanliness PricingQualityOther

14.What are some important points when choosing fast food restaurants?

Pies show counts

15.00%1.00%

72.00%

12.00%

Important attributes

1st Rank 2nd Rank 3rd Rank 4th Rank

Cleanliness 15 21 23 44

Pricing 25 31 18 30

Quality 45 28 18 10

Other 15 20 41 16

16.Why do you eat fast food?Reasons Frequency Percentage

You do not have enough time to cook You work to late and are tired to cook a full meal.Couldn’t be bothered to cookDo not know how to cookOther comment …..

0404033554100

0404033554100

You do not have enough time to cookYou work to late and are tired to cook a full meal.Couldn't be bothered to cookDo not know how to cookOther comment …..

15.Why do you eat fast food?

Pies show counts

4.00%4.00%3.00%

35.00%54.00%

17.What is the first thing that comes to your mind when you think of the word fast food?

Harmful Deliciou

s food

Yummy

18.Do you think you eat more or less when you’re eating fast food compared

to a home cooked meal?Response Frequency Percentage

YesNoTotal

4456100

4456100

YesNo

17.Do you think you eat more or less when you're eating fast food compared to a home cooked meal?

Pies show counts

44.00%56.00%

19.What else do you buy when purchasing fast food?

Basis Frequency PercentageSoft drinks coffee, tea Other Total

613306100

613306100

Soft drinks. coffee, teaOther

18.What else do you buy when purchasing fast food?

Pies show counts

61.00%

33.00%

6.00%

20.How far do you live from the stall?


Less than half-a-mile Half-a-mile to two-miles Over two-miles Total

504406100

504406100

Less than half-a-mileHalf-a-mile to two-milesOver two-miles

19.How far do you live from the stall?

Pies show counts

50.00%44.00%

6.00%

21 Do you really know the harmful effects of fast food?


Yes I know I don’t know about the chemicals present and its safety level I know only about 50% of chemicals present and its safety level Total

860311100

860311100

Yes I knowI don't know about the chemicals present and its safety leve.I know only about 50% of chemicals present and its safety l4.00

20.Do you really know the harmful effects of fast food?

Pies show counts

86.00%

3.00%

10.00% 1.00%

22.Which of the following organized store are you familiar with?


Mc Donald Pizza Hut Dominos KFC Others Total

3326220514100

3326220514100

Mc Donald.Pizza HutDominos. KFCOthers

21.Which of the following organized store are you familiar with?


26.00%

22.00%

5.00%14.00%

23.Do you want any of your favorite eating point to open in Charkhi Dadri?


Yes (specify)No Total

7426100

7426100

Yes (Specify)No

22.Do you want any of your favorite eating point to open in Charkhi Dadri?

Pies show counts

74.00%

26.00%


More working hours Nuclear family More income You do not have enough time to cook Any other Total

2134141714100

2134141714100

24.According to you what are the reason for growth of fast food market in India?

. More working hoursNuclear familyMore incomeYou do not have enough time to cookAny other

23.According to you what are the reason for growth of fast food market in India?

Pies show counts

21.00%

34.00%14.00%

17.00%

14.00%

Influence of income on the selection of fast food buying outlet

(I)Income (J)Age MeanDifference(I-J)

Sig.

1-1.5 lakhs 1.5-3 lakhs -.3095 .373

1.5-3lakhs >3 lakhs .3333 .684

>3 lakhs 1-1.5lakhs -2.3810 .998

Relation between age and choice of varieties of fast food

(I)Age (J)Age MeanDifference(I-J)

Sig.

<15 <25 -.1321 .950

<25 >25 -.4064 .217

>25 <15 .5385 .449

Impact of age in liking of the fast food.

(I)Age (J)Age MeanDifference(I-J)

Sig.

<15 <25 -3.7736 .958

<25 >25 -.3846* .017

>25 <15 -.3469* .000

Findings Almost all the respondent like fast food because of taste.Almost every person contacted or interviewed said that he/she has visited and most frequently in Bikaner.Most of the respondent visit restaurant occasionally because they don’t know how to cook.Almost respondent have opinion that fast food is delicious but also think that fast food is unhealthy.They prefer to visit restaurant in evening.Humans are social being so they like to visit different restaurants in group.Most of the respondent spent less than 10% of their monthly income in fast food that is upto 200 in each time.There is not so much promotional activity in Ch. Dadri some of the restaurants provides home delivery then this is the most effective promotional activity acc. to respondents.

Cont.Almost respondent consider quality as a important point while choosing fast food restaurant.Most of respondent buy soft drinks with fast food.Almost respondent are near from the fast food stores.Almost respondent know the harmful effects of fast food Respondent are familiar with McDonald and pizza hut more and they want that in Ch.dadri.Most of the respondent thought that nuclear family is the main reason for growing fast food market in Ch.dadri. There is no significant impact of income on selection of fast food buying outlet. Almost rates are same of different outlets.There is no significant impact of age in choosing the varieties of fast food. There is impact of age in liking of the fast food of the group <25 - >25 and >25 - <15.

LIMITATIONS

Recommendations

• Customers visit food outlets with group so there must be atmosphere according to them.

• Most of the people spend up to 200 rupees at a time visit, so they hope to eat more in

• this budget.• There must be more organize stores in Ch.Dadri.• There must be more varieties of fast food so that

customers not getting bored.• There must be more promotional tools like discount in

Ch.Dadri.

So…what is the problem with eating too much fast food?

Think about your future health!– Fast food contains a lot of fat, calories, and

sodium− Can lead to weight gain and high blood pressure– These health problems can lead to chronic diseases

• Diabetes• Heart Disease• Stroke• Some cancers

more than 200 calories per

day

weight gain

increase in per capita consumptionSource:Nestle, 2002

Americans are eating more

You do the math• On average, Americans are eating an extra

200 calories every day

200 calories x days in 1 year = extra calories per year

• 1 pound = 3500 calories

73,000 calories per year 3500 calories per pound =

pounds of weight gain in 1 year

• Be more physically active– If you eat the extra 200 calories each day,

burn them off!

• Control your food intake– Cut out some things in your daily diet– Eat smaller portions

Avoiding the 20 pound gain

• 1 chocolate cream filled cupcake• 20 peanut M&Ms• 5 chicken nuggets • 1 large chocolate chip cookie • Fast food medium soda

How long will you have to walk leisurely in order to burn those extra 400 calories?*

*Based on 160-pound person

Maintaining a Healthy Weight is a Balancing ActCalories In = Calories Out

*Based on 160-pound person

If you walk leisurely for 1 hour and 10 minutes

you will burn approximately 400 calories.*

Calories In = Calories Out

What is the price of pizza in Mannan Pizza Hut Shop????

Mannan Pizza Hut

What is the location of Mayank Bikaner Misthan Bhandar???

South Indian foods includes.......

How many Pizza shops in Ch.Dadri?????

CONCLUSION• Consumer’s behavior is often studied because certain decisions

are significantly affected by their behavior or expected actions. For this reason consumer behavior is said to be applied discipline. There is no significant influence of age in preference of different varieties of fast food and age is influence on liking and disliking of fast food. There is no influence of income on choosing of fast food outlets.

• There are bad and good thing about eating fast food. In our opinion, we think it’s delicious but don’t eat too much.