consumer perception towards fast food industry

RESEARCH REPORT ON

CONSUMER RESPONSE TOWARDS SALES PROMOTION IN THE FAST FOOD

INDUSTRYPRESENTED TO:- MRS. RUCHI GARG

PRESENTED BY :- CORPORATE WORKERS:-

ANIL BHARTISILKI GUPTA

SHUBHAM BANSAL NISHA SHAIKH

JYOTI CHAUDHARISAKSHI RAGHAV

LITERATURE REVIEW This research seeks to estimate

importance of various factors affecting the choice of fast food outlets by young Indian consumers.

The study applies to estimate importance of various factors affecting the choice of fast food outlets by young Indian consumers.

Results indicate that the young Indian consumer has passion for visiting fast food outlets for fun and change and they opt for fast food because they find quick service in the fast food joints.

WHAT IS A FAST FOOD? Fast foods are quick,

reasonably priced, and readily available alternatives to home cooked food.

Fast foods are typically high in calories, fat, saturated fat, sugar, and salt.

Fast food is “inexpensive food, such as hamburgers and fried chicken, prepared and served quickly”.

OVERVIEW OF THE FAST FOOD INDUSTRY The fast food industry has evolved in India with the

changing lifestyles of the young Indian population. Indians like to have home-cooked meals – a concept

supported religiously as well as individually. However, with times due to increasing awareness and

influence of western culture, there is a slight shift in food consumption patterns among urban Indian families.

It is gaining acceptance primarily from Indian youth and younger generations and is becoming part of life.

Many of the traditional dishes have been adapted to suit the emerging fast food outlets.

OBJECTIVE OF THE STUDY To determine what consumer thinks before choosing these Brands.

To determine which factors influence the choice of consumers for fast food.

To determine the consumption pattern and frequency of visits, choice of outlets.

To determine what the consumer perceives about the product quality and taste of these giants.

To determine the consumer perception about the nutritional value of the products of these giants.

Research Instrument & Sampling Method

RESEARCH INSTRUMENT USED:-BY STRUCTURED QUESTIONNAIRE

SAMPLING METHOD USED:-Judgemental

Research Approach & Research Design

Qualitative Research Approach Research Design: Exploratory Sampling Universe: Gwalior Total Respondents: 100 Data Collection Instrument:

Questionnaire.

Findings and Analysis

How much people are satisfied with the taste of fast food?

TOTAL HIGHLY AGREE AGREE NEUTRAL HIGHLY

DISAGREEDISAGREE

100 20 48 20 4 8

20%

48%

20%

4% 8%

highly agree agree neutral highly disagree disagree

The fast food center is providing a product quality food?


DISAGREEDISAGREE

100 12 29 38 7 14

12%

29%

38%

7%

14%


The fast food center is providing you all variety of food?


DISAGREEDISAGREE

100 13 34 26 7 14

14%

36%28%

7%

15%


The fast food center is hygienic?


DISAGREEDISAGREE

100 9 27 28 16 20

9%

27%

28%

16%

20%


The fast food delivery services are good?


DISAGREEDISAGREE

100 17 40 34 3 6

17%

40%

34%

3%6%


The fast food home delivery service is good?


DISAGREEDISAGREE

100 13 42 29 4 12

13%

42%29%

4% 12%


The fast food center gives you any discounts or coupons?


DISAGREEDISAGREE

100 8 37 29 11 15

8%

37%

29%

11%

15%


Are you satisfied with branded fast food center?


DISAGREEDISAGREE

100 22 45 14 3 16

22%

45%

14%

3%16%


Are you satisfied with street fast food center?


DISAGREEDISAGREE

100 13 23 29 15 20

13%

23%

29%

15%

20%


Are the fast foods products are value for money?


DISAGREEDISAGREE

100 8 34 31 10 17

9%

34%

31%

10%

17%


Have you ever experienced sales promotions in store?


DISAGREEDISAGREE

100 7 34 32 4 23

7%

34%

32%

4%

23%


Are you satisfied with the sales promotions plans?


DISAGREEDISAGREE

100 11 34 38 8 9

11%

34%

38%

8%9%

highly agree agree neutralhighly disagree disagree

If store provides above sales promotions but with higher price of product than you

will buy?


DISAGREEDISAGREE

100 6 17 26 16 35

6%

17%

26%16%

35%


Would you like to prefer fast food in lunch always?


DISAGREEDISAGREE

100 8 14 21 23 34

8%

14%

21%

23%

34%


Conclusion It has been concluded that according to the above study

the consumers mainly consist of students. These students mainly consume fast food for around 2-5

times a month. The consumers prefers their fast service & delivery while

choosing these fast food joints. Many consumers also prefer the variety that is the

vegetarian or the non-vegetarian food The cleanliness is also an important factor mentioned by

many consumers but they didn’t consider it as important as compared to the fast service.

Recommendations & Suggestions To provide more attractive offers and discounts to the

consumers. In addition to the fast food few health friendly food

products can be added to the menu. To maintain their fast delivery and service. Also to

maintain a stability in their services and quality of food. To provide a friendly environment for the consumers,

that is friendly staff. Food products must be verified by health Departments.

Ways to Increase our Sales in a Fast Food Industry?

Smartphone apps Interactive website Healthy food options Wi-Fi connection