Patronizing Fast Food Retail Sector in India

Contents
Executive summary 3

Introduction 4

Research design 5

  Main objective 5

  Scope 5

  Sample and Research design 5

  Tools and Methods of Data Collection 6

  Measurement 7

  Data Processing and Analysis 7

Analysis & Interpretation 7

Major Findings 14

Major suggestions: 15

Annexure 16

  Fast Food Retail Outlet-Questionnaire 16

  Chi-square test 19

References: 20

Executive summary

In recent years, a major food consumption trend in urban parts of developing countries is that more consumers are eating more meals outside of their homes. Most of the growth in away-from-home eating has been in the fast food sector. In this increasingly competitive industry, while franchising has become a popular vehicle for the fast food sector's growth and maintaining profitability in the shrinking market share, it also provides target customers with high quality and efficient service. As a result, along with the socio-economic, demographic and behavioral changes, consumer demands for eating out and purchase of fast foods have drastically changed. The findings of this study offer need-oriented types of marketing strategies in India to enable fast food outlets to be more competitive.
On the above research purpose this paper analyzes the behavior of consumers in selecting fast food retail outlet/s. The methodology includes exploratory research design i.e. qualitative research in form of focus group discussion and descriptive research in form of questionnaire. Initially the factors for consideration of fast food outlet are being highlighted through the focus group discussion among the group members. Based on the factors that emerged out of discussion, a questionnaire was designed.
Based on the study it can be suggested that for patronizing the fast food retail outlets, the outlets should operate globally but act locally insuring highest quality food at the same time laying emphasis on reach of the outlets and also concentrating on... [continues]

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