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A comparative study on fast

food and home food


consumption in Madurai City

Company
profile
Fast food :
Prepared and served very quickly
Food sold in a restaurant or store with preheated or precooked

ingredients
Served to the customer in a packaged form for take-out/take-away
Outlets - stands ,no shelter or seating or fast food restaurants
Fast food items : hamburgers, pizza, or fried chicken

Company
Profile
Home Food :

Home foods are made or prepared at


home
Minimally processed
Or do not contain any food additives

GLOBAL SCENARIO
The demand and trend differs from region to region
Roots of fast food come from America where people eat
out frequently
Common concept in north American market
People in European nations take time and prefer
having conversations while eating
Asia pacific and rest of the world is the fastest growing
market due to its huge population and favorable
demographics
MNC eyeing on the developing markets in Asia pacific &
Latin America
Franchise concept McDonalds, KFC , Burger King,
Subway etc

INDIAN
Scenario

Evolves with changing lifestyles of the young


Indian

population.

Diversity of Indian cuisine.


Presence of a large vegetarian population, has
given rise to outlets which exclusively serve
vegetarian fast food.

OBJECTIVIES OF THE
STUDY
To find
out the most preferred food among the consumer
To find
out which segment of consumer prefers fast food the most
To
ascertain the factors influencing consumer fast food over home foods
To find
out impact of fast food on the consumer
To offer
suggestions to policy maker

LIMITATIONS OF THE
STUDY
SHORT
TIME PERIOD
SMALL
NUMBER OF RESPONDENTS
UNWILLI
NGNESS OF RESPONDENTS
SMALL
AREA of RESEARCH

REVIEW OF
LITERATURE
GUTHRIE (2002) assessed the sources of
calories from foods prepared away from
home
Fast foods - the highest source of food
prepared away from home at 12%
10% - Foods eaten from restaurants

REVIEW OF
LITERATURE
PRESCOTT (1995)
There are many aspects that attract people to fast food.
Factors that guide consumer choice in multiple contexts
have been documented and explored.
Factors familiarity
price
taste
Consumer choice

omplex behavior
ating the importance of a series of factors

RESEARCH
METHODOLOGY
METHODOLOGY :
Empirical research based on the survey method
SAMPLE DESIGN:
Convenient sampling design
SIZE OF THE SAMPLE: 50
DATA COLLECTION:

1) Primary data - Questionnaire


2) Secondary data Journals, Internet, Newspaper &Magazines etc.

Tools used
PERCENTAGE ANALSIS
Percentage are used in data presentation for they simplify numbers,
reducing all for them to a 0 to 100. though the use of percentages, the data are
reduced in the standard form base equal to 100 which fact facilitates relative
comparisons.
FORMULA :
PERCENTAGE =

Individual respondents
X 100
Total number of respondents

Garrett Ranking technique


Rank the preferences given by the respondents regarding bond deposit.
Ranks assigned by the respondents were converted into scores
100( Rij 0.5 )
Percent position =
Nij

Where,
Rij = rank given for the variables by the jth respondents.
Nij = number of variable ranked by the jth respondents .

The percentage position of each rank thus obtained is converted into scores by referring to the table given by
Henry Garrett. Then for each factors the scores of individual respondents are added together and divided by the
total number of respondents to arrive at the mean scores. The mean scores thus obtained from each factor were
arranged in the descending order.

Factors influencing
consumers
to
choose fastTASTE
WHO
QUICK
CONVENIENC WIDE
INFLUENCE
E
CHOICE
food SERVICE
STRONG
STRONG
STRON
STRONG
MEDIA

12% LY
AGREE

22% LY
AGREE

22% GLY
AGREE

44
%

30
%
FRIEND
NEUTRA
NEUTRA
NEUTRA 16
50%
12%
24%
S
L
L
L
%
PEER
DISAGR
DISAGR
DISAGR 10
0%
10%
12%
GROUP
EE
EE
EE
%
STRONG
STRONG
STRONG
OWN
LY
LY
LY
INTERES 22%
2%
0%
0%
DISAGR
DISAGR
DISAGR
T
EE
EE
EE
FAMILY

16% AGREE

54% AGREE

42% AGREE

LY
AGREE

40%

AGREE

44%

NEUTRA
8%
L
DISAGR
8%
EE
STRONG
LY
0%
DISAGR
EE

Major Factors influencing consumers to


choose Fast Food

CONSUMER AWARENESS ON EFFECTS


OF FAST FOOD ON HEALTH
REASON FOR
FAST FOOD IS
IGNORING FAST
UNHEALTHY
FOOD
STRONGL
36% UNHEALTHY
54%
Y AGREE

SICKNESS
STEP TAKEN TO
AFTER TAKING KEEP THEMSELVES
FAST FOOD
HEALTHY
EXERCISE
YES

AGREE

44% UNAWARE

NEUTRAL 10% UNHYGIENIC


DISAGRE
8%
E
STRONGL
Y
2%
DISAGRE
E

48%

2%
32%

PRICE

6%

NON QUALITY
OF
RESTAURANTS

6%

NO

52
%

DRINK
PLENTY OF
WATER
READABOUT
HEALTH TIPS
MAINTAIN
BALANCE DIET
NONE

25%
26%
6%
16%

14%

FINDINGS
42% of the respondents belong to the age group 20-25 years and 52 % of
them were students
50% of the respondents friends influenced them to buy fast food
54% of the respondent agreed that quick service influenced them to take
fast food.
44% of the respondents strongly agreed that convenience ,variety of
choice, taste was the factor that influenced them to take fast food.
.

44% of the respondent agreed that Fast food is being unhealthy.


54% of the respondents ignored fast food due to awareness
that it was unhealthy
52% of the respondents had not suffered from sickness after
taking fast food.
36% of the respondents drink plenty of water as to keep
them healthy.
42% of the respondents favorite place to eat was home
34% of the respondents were satisfied in taking Fast-food than
Home food
Indian cuisine was the top ranked food type

SUGGESTION
Fast food producers may think of producing food item with high nutrient
values
Fast food global stores may concentrate on using quality and fresh
ingredients
Consumers should check the ingredient label before buying packed items
Exercising at least 20 minutes a day could help consumers to keep
themselves fit
In-depth knowledge about the impacts of fast food consumption could
reduce the frequency of fast food consumption among consumers.

CONCLUSION
Whether or not you choose to eat at home or have fast food, it
is important to select healthy food whenever possible. Avoid
Trans fats and processed food, because these will have a
negative effect on your health
Choose healthy fats such as olive oil and fish oil instead.
Instead of eating fruit pies or canned fruit, opt to eat more
colourful fruits and vegetables that are fresh. Include fish and
poultry in your diet, as well.

THANK YOU