Factors Affecting Customers of Fast Food

Topics: Fast food, Food, Fast food restaurant Pages: 7 (1251 words) Published: April 15, 2014


BC REPORT WRITING ASSIGNMENT

EVALUATION REPORT ON FACTORS AFFECTING THE CUSTOMERS IN CHOICE OF FAST FOOD OUTLET IN CHENNAI

Report on the evaluation
Of factors influencing consumers in the selection of fast food outlets in Chennai

Submitted by

Purpose:
To evaluate the factors influencing the customer in the selection of fast food outlets in Chennai. Introduction:
India has long had a reputation as being unfriendly to foreign businesses, but when it comes to fast food, international chains are being warmly welcomed by a young, upwardly mobile population. In the past few months, Taco Bell, Krispy Kreme, Burger King and McDonald’s have either announced plans to expand in India or have opened new outlets around the country. India also has a young age profile, many more people eating out and international influences coming in. Our study is to find out what are the influencing factors that attract the younger generation to such fast food outlets Methodology

We have conducted an online survey consisting of the following questionnaire. We will be evaluating the factors like Brand, Ambience and quality of food served Brand
--------------------------------------------------------------------------------------------------------------------- 1. What is your primary factor in choosing a fast food restaurant – Cuisine or Brand identity or Popularity or Accessibility or Quality of food served? (Any one) 2. Does door delivery facility play a factor in increasing your preference towards any particular fast food restaurant? Yes or No or Maybe 3. Do regular offers play a factor in increasing your preference towards any particular fast food restaurant? Yes or No or Maybe 4. Does serving food on time (on both dine in and door delivery) play a factor in increasing your preference towards any particular fast food restaurant? Yes or No or Maybe 5. Do membership cards and membership discounts influence you to become a regular diner for any particular fast food restaurant? Yes or No or Maybe Ambiance

--------------------------------------------------------------------------------------------------------------------6. Does restaurant ambiance plays a factor overall dining experience? – Yes or No or Maybe 7. Does façade of a fast food restaurant chain plays a factor in choosing it over other? – Yes or No or May be 8. Does lighting and table arrangement affects your dining experience? Yes or No or May Be 9. Does politeness of staff and their appearance affects your overall experience? Yes or No or May Be Food

-------------------------------------------------------------------------------------------------------------------- 10. On food served at a fast food chain, order the following according to your preference – • Quality

• Quantity
• Value for Money.
11. When comes to quality of food, order the following according to your preference – • Health
• Taste
• Well decorated and presented
12. When it comes to food ingredient used, order the following according to your preference – • Fresh
• Preserved but healthy
• I don’t care as long as it is healthy
• I don’t care as long as it is tasty
• I don’t care as long as it looks good.
13. When it comes to Quantity of food, order the following according to your preference – • More quantity thus VFM
• Less quantity and VFM to minimize food wastage
• Unlimited quantity so that I can have my required quantity of food. 14. In today’s scenario, what you feel would be reasonable cost of food for two at fast food restaurant chain, without compromising on Quality and Quantity. (Choose one) • < Rs. 200

• Rs. 201 – Rs. 500
• > Rs. 501
15. Do you prefer multi cuisine menu or themed menu at a fast food restaurant? We have surveyed over 107 Chennai people for this research and have reported the finding as given below. Findings

1. Quality of food served 2. Cuisine 3. Identity 4. Accessibility 5. Popularity 59% of the...
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