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CONSUMER BEHAVIOUR TOWARDS FAST FOOD

TERM PAPER
REASERCH METHODOLOGY

AMITY UNIVERSITY UTTAR PRADESH

SUBMITTED TO:

SUBMITTED BY:

Dr. ARUN BHADAURIA

ANIKET SHANKER SHUKLA


BCOM (HONS) SEM-4
A7004613141

TABLE OF CONTENT

1 - INTRODUCTION
2- REASERCH METHODOLOGY AND
DATA ANALYSIS
3 FINDINGS AND CONCLUSION

INTRODUCTION
Food is one of the three basic needs of mankind. A person considers
the satisfaction of this need as priority, because it appeals to his
sense of taste and appearance. When such an elementary
physiological need is transformed into a means for recreation and
socializing, it helps address the issues of belonging identified in the
Maslows hierarchy. If a person gets the added benefits of quick
service on site or home delivery within half-an-hour or a drivethrough

order

and

delivery

process,

it

would

completely

complement his hectic, modern and urban lifestyle. Fast food or


quick service restaurant is the name given to such a convenience.
These restaurants offer sandwiches, pastries, pizzas, processed
meat delicacies, and local favorites, among others. The aim of a fast
food outlet is to serve the food cravings of busy consumers, with the
accessibility and ease of quick service. Consumer decision making
and buying behavior towards these foods is influenced by individual,
social and personal factors, as for any other product or service
(Khan, 2007). However, this option is further scrutinized by an
average consumer, given its repercussions on the health and
nutrition of not only themselves, but their entire family. The present
study aims to ascertain the factors that influence the behaviour of
consumers of fast food in Qatar, giving due consideration to the
demographic, lifestyle, health, cultural and other aspects. Though
many studies addressed these issues separately, a comprehensive
approach is missing, especially on the health consciousness among
the consumers. The emphasis on the future intentions of the
customers and their expectations from a visit to fast food restaurant
differentiates
population

this

base,

study
work

from

the

schedules

others.
and

The

recent

multi-national
socio-economic

developments that repositioned the image of Qatar in the modern


world makes it the target for the study. Again, similar studies have
been carried out in the west, but this study becomes of interest in
view of the increased focus on health awareness due to the rise of

obesity in the region, The levels of acceptance of contemporary


trends such as fast food, in a nation with a strong Islamic tradition,
augment the enthusiasm for the study. The study aims to contribute
to the existing knowledge and research on revealing the factors that
are particularly responsible for consumer decision making and the
influence of health-consciousness in fast food related aspects of the
sample in Qatar. Quantitative research is conducted on a sample of
120

respondents

from

students

of

University

of

Qatar

and

employees of Barwa Company, using a structured questionnaire.


The responses are tabulated and analysed using chi-square test for
variables and factor analysis for ranked attributes.

RESEARCH METHODOLOGY
Research Methodology states what procedures were used to carry out the
research study. The technical facts about the study are given below:RESEARCH OBJECTIVES
To achieve the goal of the study, the following research questionnaire
addressed as primary research objectives :

1. To understand the consumer behavior towards fast food.


2. Factors affecting consumer choice.
3. To know the satisfaction level of consumer.
Research Design
In case of research design the exploratory as well as descriptive
research design was used for this study.
Sampling Technique

The convenience sampling method was applied in this case study. Source
of the sample is Limited. Keeping in mind the objectives of the study, a
structured questionnaire was prepared for the purpose of collecting the
primary Data. A part from variables like: Age, overall customer
satisfaction were collected and percentage method used for this study.
Sample Size
In case of sample size I take 4 consumers (Respondents) .

Research Instrument
For this study we used structured questionnaire as a research instrument.
Data Types
In the context of the current study i used both primary and secondary
data.
Method of Data collection
Primary data have been collected with the help of structured
questionnaire by respondent. In case of secondary data we used internet
websites, journals, newspaper etc. For this study collected data has been
processed and the data was presented with the helps of Pie-Chart .

DATA FACTS, ANALYSIS


Questionnaire
Q1.What is your gender? *

Male
Female

7
6
5
4
Column2

3
2
1
0
Category 1

Q2.What is your age? *


12-17
18-24
25-35
36-50
more than 50

Category 2

14
12
10
8

Series 3
Series 2

Series 1

4
2
0
Category 1

Category 2

Category 3

Category 4

Q3.Which one is your favorite fast-food place? *


KFC
McDonalds
Hardees
Other
Q4. Do you enjoy fast-food? *
Yes
No
Q5.Why do you eat fast food? *
Rate your response(Select all that apply to you)
Strongly agree
Theyre
quick
(service)
Theyre
inexpensive
I like the
taste
Offers a
variety

Agree

Disagree

N/A

Strongly agree

Agree

Disagree

N/A

I like the
environment
I am too
busy to cook
Convenient

Q6.How often do you eat fast food?


Everyday
Once a week
Once a month
Not very often
Q7.What time would you normally buy fast food? *
Before 12 noon
Between 12-3 pm
Between 3-6 pm
Between 6-9 pm
10 pm or later
Q8.On Average how much would you expect to pay for a fastfood meal? *
200
300
400
500
More than 500
Q9.Has fast-food become a basic need for you? *
Yes

No
Q11.Do you think fast food is unhealthy? *
(If your answer is no, Just leave the question 12)
Yes
No
Q12.If yes, do you think it's more damaging than beneficial to
the society?
Yes
No
Q13.Do you think this trend will? *
Increase
Decrease
Stable
Q14.Do you think there's a lack of entertainment places in
Pakistan? *
Yes
No
Q15.Do you think dining at fast-food places provide-one with
entertainment? *
Yes
No

Q16.You mostly go for : *


Lunch
Brunch

Dinner
Q17.You find this questionnaire : *
Very Easy

Easy

Normal

Difficult

Very Difficult

FINDINGS
The researcher has effectively carried out prima
r y a n d s e c o n d a r y d a t a m e t h o d s t o e n s u r e t h e acco
mplishment of research objectives. The researcher spent
substantial time in gathering data and information from
various secondary sources and equally emphasized on the
sample of population for the primary data findings. The data

analysis was carried out to discuss and underpin the issues


usingt h e b r o a d a s w e l l a s n a r r o w a n a l y s i s a p p r o a
ch. However, consumer behaviour remained theu
nderlying basis and inseparable part of the overall research
report that aimed to explore and test the various theories in
context to research subject. The business operations have become so
competitive and dynamic that organizations have to focus on their
business processes effectively in order to raise their scope of
operations for the sake of growth, d e v e l o p m e n t a n d m a r k e t
expansion. Therefore, there is much emphasis to
f a c i l i t a t e i n n o v a t i o n , creativity, research and development in the
organization that could be used to advance the technology and
flexibility in the business processes. However, it was found
that consumer needs are dynamic that change over the period
of time and hence, the introduction of new products and
services is the essence of the time for the organizations. Organizations
too have realized that it is important for them to assess the needs of
the consumers and therefore, assessment of consumer behavior
emerged to become the inevitable part for the decision-making
and planning functions of the organizations. The business and
corporate strategies of the firm ensure that they meet the
organizational objectives

bye f f e c t i v e l y u t i l i s i n g t h e o r g a n i s a t i o n a l r e s o u r c
es while developing the core competencies and
capabilities of those resources. The research focus on the
fast food industry in India and how it gradually
expanded its scope and operations in the market, as
other international market players began to have interest in
the
sector.S o o n i t w a s f o u n d t h a t n u m b e r o f m a j o r i n t
e r n a t i o n a l c o m p a n i e s e n t e r e d t h e m a r k e t w h e n go
vernment uplifted barriers on tariffs, licensing, taxes and
foreign direct investment (FDI) cap. The f a s t f o o d i n d u s t r y
recorded huge growth, development and widespread
r e c o g n i t i o n s i n c e t h e l a s t decade when it was found that
significant proportion of population turned and favored fast
food in their food consumption
CONCLUSION
It can be concluded that organizat ions must realize the
importance of factors that influence and affect the customer

behavior and the potential of customer loyalty program in order to


improve their brand image and company identity in the consumer
market. To gain the competitive advantage is the core purpose
of organizations and to achieve this, a holistic approach is
essential to integrate all the crucial yet important factors that could
improve the overall marketing strategy