This research deals with the behavior of the customer in choosing the fast food outlets, entering into the market with new products, determining the buying pattern of the consumer and finding new ways or assessing the ways to promote the outlet. These are the objectives of the paper. This paper finds and analyses the important factors influencing the sponsorship of a new fast food outlet. These factors will be determined through the detailed survey methodology. Initially the factors for consideration of new fast food outlet will be highlighted through various elicitation techniques. Based on the factors that emerged out of those techniques, a questionnaire will be prepared and will be given to a sample size of respondents. A descriptive research design will be adopted to do the survey with the help of the questionnaire. Based on the study, the recommendations will be considered to sponsor a successful fast food outlet in India.
The fast food culture emerged as early as the 19th century. During the Industrial Revolution, a large workforce was required to work for 10 to 12 hours a day. With so much work to be done, fast food was the idea of a quick and easy lunch. In India, fast food culture emerged in the decades after independence, starting from the 1950’s. Eating at home used to be a significant aspect of Indian culture, so the change was gradual. Over a period of time, with a growth in the number of nuclear families, economic growth and increasing per capita income as well as globalization, fast food culture gained prominence. Women were shifting from their conventional roles of managing the household and taking care of the children. With growth in literacy, they started joining the workforce in large numbers. Fast food became a time-saving alternative to cooking for them. Similarly, children resorted to fast food to fill their stomachs in school and college. Their exposure to global urban culture and Western cuisine accelerated their want for cheap and delicious fast food. Moreover, fast food costs less than traditional long meals commencing with appetizer and concluding with dessert. Though the fast food culture originated abroad, these domestic food chains could create a perfect blend of international food with Indian ingredients. Paneer pizzas and aloo tikki burgers were indeed able to satisfy Indian taste buds. With the liberalization of the economy in 1992, new multinational fast food giants started dotting India with their outlets. Burger King, Wimpy’s, Pizza Hut, Domino’s Pizza, McDonald’s, and KFC outlets can be seen today in nearly every shopping mall and other public areas. In fact, these multinationals have given their domestic counterparts a run for their money. They are growing at a much faster pace than the Indian chains. SUMMARY
India’s fast food industry is growing at 40% per annum and generates over Rs. 4800 crores (USD 1067 million) in sales. The multinational segment of the industry generates over Rs. 7000 crores (USD 1555 million). Fast food has, in a way, impacted the Indian economy by creating jobs. Outlets require a large number of unskilled workers who are willing to work for low wages. On the one hand, this generates widespread employment. On the other hand, some analysts feel that it weakens the economy by forcing people to take up jobs in which there is little room for advancement. In this research, a questionnaire was prepared to know the behavior of people in choosing a fast food outlet. This questionnaire was given to two different sample sets of respondents. Majority of the people considered for knowing the type of fast food preferred in the restaurants were frequent visitors of the fast food outlets. To know the behavior in initially choosing an outlet, information was gathered from the people who rarely eat at the fast food outlets and their views on picking up the one for them. The growth of the fast food industry in India was studied and some facts and...
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