Effect of Fast Food Business on Consumption Habits of Consumer

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Effect of Fast Food Business on consumption habits of consumers

Effect of Fast Food Business onConsumption Habits of Consumer

(Business research)




Department of Commerce

The Islamia Uniersit! of Baha"alpur

#innah Campus $ahim %ar &hanIn The Name Of Allah the Most Beneficent, the Most Merciful




Su'ect ame: Business $esearch *etho+

Instructor ame: Sir, Sulman ia




.roup o, 0/

Deree: BS Commerce

Semester: 1th

Section: 2007-20




.roup o, /

Sr,o ame $oll o,1 *r, *ohsin Ishtia3 4 .$5U6 9D$

2 Mr. Majed Ai 15

! Mr. Sa"ib Ai #5$ Mr. M. Aun 21

5 Ms Sehar Saeed #2




APPROVAL CERTIFICATE

This )esearch entited *Effect of Fast Food Business on Consumption Habits of

Consumer+ submitted b, Sir. Suman -ia for the partia fufiment of the




re"uirement for the deree of BS Commerce 5th Semester /epartment of

Commerce0 The samia ni3ersit, of Baha4apur0 is hereb, appro3ed

, Internal aminer: -------------------------------------




2, ternal aminer: -------------------------------------




4, ;ea+ of Department: ------------------------------------

Date+: ----------------------------




DDIC9TI5




This dissertation is dedicated to our Parents whose

prayers and affections are the source of strength for us




in every step of life. Our successes are really the fruit of

their devoted prayers.




ACKNOLE!"E#ENT




In the name of 99; 9lmiht!< the most racious an+ merciful< "ho ae

us the po"er< =no"le+e< strenth an+ a'ilit! to complete this report,

>e are in+e'te+ to man! people for the successful completion of this

+ocument, ?irst of all< "e "oul+ li=e to than= Department of Commerce<

Islamia uniersit! B>6 ($9;I* %9$ &;9< C9*US)< for proi+in us the




ol+en opportunit! to improe our =no"le+e an+ s=ills in the fiel+ of

Business $esearch,

>e "oul+ not foret to than= to our superisor< Sir, Sulman ia for his

enerous support,




9t the en+< "e are than=ful to all our frien+s an+ our famil! "ho helpe+<

supporte+ an+ motiate+ us in completion of this proect,




roup 6o.#$

Effect of Fast Food Business on Consumption Habits of Consumer




Abstract

Fast food business has a tremendous growth in Rahim Yar Khan during few years.

No such a research is conducted upon fast food business effect on consumption

habits on people in Rahim Yar Khan. This research seeks to estimate importance of




various factors affecting the choice of fast food outlets by consumers. The study

applies multivariate statistical tools to estimate importance of various factors

affecting the choice of fast food outlets by the consumers. In addition we analy!ed

the consumption patterns impact of hygiene and nutritional values and rating of

various attributes of different fast food outlets.




T9B 5? C5TT

Content 6ae o




1. 7urpose of stud, #%2. Scope of the stud,8 #%!. /eimitations8 #%$. ntroduction #(5. FAST F99/ 6/ST): 6 7A&STA6 1!%. Statement of 7robem 1$(. 9bjecti3es of the Stud, 1$

;. )ESEA)CH 7'A68 15<. /e3eopin the 3ariabes and h,potheses 211#. METH9/9'9: 2!




11. =uestionnaire 2512. )esut and /iscussion 2;1!. Concudin )emar>s $$1$. S?9T Ana,sis $$15. Manaeria mpication@Suestions $51%. 'imitations of the stud, $%




Purpose of stud$%

The purpose of this research is to determine8

• Effect of Fast Food Business on Consumption Habits of Consumer




• The )ahim :ar &hans consumer bu,in beha3ior patterns0 attitudes to4ards fast food.

• The acceptance of fast food in )ahim :ar &han.

&cope of the stud$%




This research is focusin on the consumers of )ahim :ar &han. t deas 4ith the factors thatinfuence consumer preferences 4hie seectin fast food. The research is specifica, focusedupon the acceptance of fast food hotes in )ahim :ar &han.

!e'imitations%




• The research is based on imited number of respondents0 as it is difficut to

arrane appointments 4ith consumers.

• The respondents ma, not be honest and fi in the "uestionnaires hafhearted,0

i3in a fase or biased picture.




Introduction

Fast Food

• ?hat is fast food




• Histor,

• Business8

• Modern era8

• Dobs and abor issues8




• obaiation8

• Criticism8

• Heath issue8




Fast food%

Fast food is the term i3en to food that can be prepared and ser3ed 3er, "uic>,.

Fast food is one of the 4ords fastest ro4in food t,pes. Fast foods are "uic>0

reasonab, priced0 and readi, a3aiabe aternati3es to home coo>ed food. ?hie con3enient and

economica for a bus, ifest,e0 fast foods are t,pica, hih in caories0 fat0 saturated fat0 suar0

and sat8




Fast food chains and restaurants ha3e responded to the pubics increasin a4areness about

nutrition and ha3e attempted to hep peope concerned about heath. For eGampe0 the, no4

ma>e inredient and nutrition information a3aiabe on their menus

The capital re"uirements in3o3ed in openin up a fast food restaurant are reati3e, o4.

)estaurants 4ith much hiher sitin ratios0 4here customers tend to sit and ha3e their orders




brouht to them in a seemin, more upscae atmosphere ma, be >no4n in some areas as fast

casual restaurants,

Fast food is food0 4hich is prepared and ser3ed "uic>, at outets caed fast food )estaurants. tis a mutibiion doar industr,0 4hich continues to ro4 rapid, in man, countries. A fastfoodrestaurant is a restaurant characteried both b, food0 4hich is suppied "uic>, after orderin0and b, minima ser3ice. The food in these restaurants is often coo>ed in bu> in ad3ance and>ept 4arm0 or reheated to order. Man, fastfood restaurants are part of restaurant chains or franchise operations0 and standardied foodstuffs are shipped to each restaurant from centra




ocations. There are aso simper fastfood outets0 such as stands or >ios>s0 4hich ma, or ma,not pro3ide sheter or chairs for customers. Because the capita re"uirements to start a fastfoodrestaurant are reati3e, sma0 particuar, in areas 4ith noneGistent or medium income popuation0 sma indi3idua, o4ned fastfood restaurants ha3e become common throuhout7a>istan. enera, restaurants0 4here the customers sit do4n and ha3e their food orders brouhtto them0 are aso considered fast food.

(istor$%




The concept of read,coo>ed food for sae is cose, connected 4ith urban de3eopment. nAncient )ome cities had street stands that sod bread and 4ine. A fiGture of East Asian cities isthe noode shop. Fatbread and faafe are toda, ubi"uitous in the Midde East. 7opuar ndian fast food dishes incude 3ada pa30 panipuri and dahi 3ada. n the Frenchspea>in nations of?est Africa0 roadside stands in and around the arer cities continue to seas the, ha3e donefor enerationsa rane of read,toeat0 charried meat stic>s >no4n oca, as brochettes Inot to be confused 4ith the bread snac> of the same name found in EuropeJ.




On the )o%Fast food outets are take"away or take"out pro3iders0 often 4ith a Kdri3ethrouhK ser3ice 4hichao4s customers to order and pic> up food from their carsL but most aso ha3e a seatin area in4hich customers can eat the food on the premises. 6ear, from its inception0 fast food has been desined to be eaten Kon the oK0 often does notre"uire traditiona cuter,0 and is eaten as a finer food. Common menu items at fast food outetsincude fish and chips0 sand4iches0 pitas0 hamburers0 fried chic>en0 French fries0 chic>ennuets0 tacos0 pia0 hot dos0 and ice cream0 athouh man, fast food restaurants offer Kso4erKfoods i>e chii0 mashed potatoes0 and saads.




Fi''in) stations%Man, petro@as stations ha3e con3enience stores 4hich se prepac>aed sand4iches0douhnuts0 and hot food. Man, as stations in the nited States aso se froen foods and ha3emicro4a3es on the premises in 4hich to prepare them.

Cuisine%Modern commercia fast food is often hih, processed and prepared in an industria fashion0 i.e.0on a are scae 4ith standard inredients and standardied coo>in and production methods. t is




usua, rapid, ser3ed in cartons or bas or in a pastic 4rappin0 in a fashion 4hich minimiescost. n most fast food operations0 menu items are enera, made from processed inredients prepared at a centra supp, faciit, and then shipped to indi3idua outets 4here the, arereheated0 coo>ed Iusua, b, micro4a3e or deep fr,inJ or assembed in a short amount of time.This process ensures a consistent e3e of product "uait,0 and is >e, to bein abe to dei3er theorder "uic>, to the customer and eiminate abor and e"uipment costs in the indi3idua stores.Because of commercia emphasis on speed0 uniformit, and o4 cost0 fast food products are oftenmade 4ith inredients formuated to achie3e a certain fa3or or consistenc, and to preser3efreshness.




Business%

n the nited States aone0 consumers spent about S11# biion on fast food in 2### I4hichincreased from S% biion in 1<(#J. The 6ationa )estaurant Association forecasted that fastfood restaurants in the .S. 4oud reach S1$2 biion in saes in 2##%0 a 5N increase o3er2##5. n comparison0 the fuser3ice restaurant sement of the food industr, is eGpected toenerate 1(! biion in saes. Fast food has been osin mar>et share to fast casua dininrestaurants0 4hich offer more robust and eGpensi3e cuisines.




*obs and 'abor issues%

As the number of fast food restaurants proiferated0 so did job opportunities. Toda,0approGimate, 2 miion 4or>ers are empo,ed in the areas of food preparation and foodser3icin incudin fast food in the SA. ?ith the ad3ent of such a are 4or>force0 thefranchisee no4 faced t4o issues that coud sap profit from the fast food restaurant franchise andeGpose the o4neroperator to sinificant iabiit, and financia oss. The first is controin aborcosts as these costs are crucia to a fast food restaurant franchisees profits. The second0




empo,ee a4suitsL an e3erro4in phenomenon. Fortunate,0 the fast food operator is abe tocontro costs and uard aainst empo,ee a4suits 4ith the same too.

"'oba'i+ation%

n 2##%0 the oba fast food mar>et re4 b, $.;N and reached a 3aue of 1#2.$ biion and a3oume of ;#.! biion transactions. n ndia aone the fast food industr, is ro4in b, $#N a,ear.




Mc/onads is ocated in 12# countries and on % continents and operates o3er !10### restaurants4ord4ide. 9n Danuar, !10 1<<# Mc/onads opened a restaurant in Mosco40 and bro>e openinda, records for customers ser3ed. The Mosco4 restaurant is the busiest in the 4ord. The arestMc/onads in the 4ord is ocated in Beijin0 7eopes )epubic of China.

There are numerous other fast food restaurants ocated a o3er the 4ord. Burer &in has morethan 1101## restaurants in more than %5 countries. &FC is ocated in 25 countries. Sub4a, is oneof the fastest ro4in franchises in the 4ord 4ith approGimate, !<012< restaurants in <#countries as of Ma, 2##<0 the first nonS ocation openin in /ecember 1<;$ in Bahrain. 7ia




Hut is ocated in <( countries0 4ith 1## ocations in China. Taco Be has 2(; restaurants ocatedin 12 countries besides the nited States.

Criticism%

Fast food chains ha3e come under fire from consumer roups0 such as the Center for Science inthe 7ubic nterest0 a ontime fast food critic o3er issues such as caoric content0 trans fats and portion sies. n 2##10 Eric Schossers in3estiati3e 4or> Fast Food 6ation pro3ided Americans4ith a detaied oo> at the cuture of fast food from raneand to the rane top. n 2##20 Caesar




Barber attempted to sue a number of fast food restaurant chains for ma>in him obese. The suitne3er 4ent to court. Socia scientists ha3e hihihted ho4 the prominence of fast foodnarrati3es in popuar urban eends suests that modern consumers ha3e an ambi3aentreationship Icharacteried b, uitJ 4ith fast food0 particuar, in reation to chidren. This uitis projected onto processed food0 4here biarre taes of contamination and aG standards are4ide, beie3ed.

Some of the concerns ha3e ed to the rise of the So4 Food0 or oca food mo3ements. Thesemo3ements see> to preser3e oca cuisines and inredients0 and direct, oppose a4s and habitsthat fa3or fast food choices. 7roponents of the so4 food mo3ement tr, to educate consumers




about 4hat its members considers the richer0 more 3aried and more nourishin tastes of fresh0oca inredients that ha3e been recent, har3ested.

(ea'th issue%

Accordin to the Massachusetts Medica Societ, Committee on 6utrition0 fast food is especia,hih in fat content0 and studies ha3e found associations bet4een fast food inta>e and increased bod, mass indeG IBMJ and 4eiht ain. A 2##% stud, fed mon>e,s a diet consistin of a simiar e3e of Trans fats as 4hat a person 4ho ate fast food reuar, 4oud consume. Both diets




contained the same o3era number of caories. t 4as found that the mon>e,s 4ho consumedhiher e3e of trans fat de3eoped more abdomina fat than those fed a diet rich in unsaturatedfats. The, aso de3eoped sins of insuin resistance0 4hich is an ear, indicator of diabetes.After siG ,ears on the diet0 the Trans fat fed mon>e,s had ained (.2N of their bod, 4eiht0compared to just 1.;N in the unsaturated fat roup.

The director of the obesit, proram for the Chidrens Hospita Boston0 /a3id 'ud4i0 caimsthat Kfast food consumption has been sho4n to increase caorie inta>e0 promote 4eiht ain0 andee3ate ris> for diabetesK. The Centers for /isease Contro and 7re3ention ran>ed obesit, as thenumber one heath threat for Americans in 2##$. t is the second eadin cause of pre3entabe




death in the nited States and resuts in $##0### deaths each ,ear. About %# miion Americanaduts are cassified as bein obese 4ith another 12( miion bein o3er4eiht. Heath issuesassociated 4ith obesit, causes economic despair reardin heath care. Accordin to a 2##!stud, conducted b, )T nternationa in 6orth Caroina0 the cost of heath care in America is saidto increase b, <! biion a ,ear0 main, from T,pe 2 diabetes and heart disease0 both associated4ith obesit,.

EGcessi3e caories are another issue 4ith fast food. Accordin to B. 'in and E. Fraao0 from the/epartment of Aricuture0 states the percentae of caories 4hich attribute to fastfoodconsumption has increased from !N to 12N of the tota caories consumed in the nited States.




A reuar mea at Mc/onads consists of a Bi Mac0 are fries0 and a are CocaCoa drin>amountin to 1$!# caories. A diet of approGimate, 2### caories is considered a heath,amount of caories for an entire da, I4hich is different dependin on se3era factors such as ae04eiht0 heiht0 ph,sica acti3it, and enderJ.

Besides the daners of Trans fats0 hih caories0 and o4 fiber0 there is another heath ris>0 food poisonin. n his boo> KFood 6ation8 The /ar> Side of the AAmerican MeaK0 Eric Schosserdescribes in ross detai the process of meatpac>in. Meatpac>in has become one of the mosthaardous jobs in America0 4ith the ris> of injur, bein ! times hiher than an, other factor,4or>. The meatpac>in factories concentrate i3estoc> into are feedots and herd them throuh




processin assemb, ines operated b, poor, trained empo,ees increase the ris> of arescaefood poisonin. Manure ets miGed 4ith meat0 contaminatin it 4ith samonea and Escherichiacoi #15(8H(. E. coi #15(8H( is one of the 4orst forms of food poisonin. sua, spreadthrouh undercoo>ed hamburers0 its difficut to treat. Athouh antibiotics >i the bacteria0 the,reease a toGin that produces hurtfu compications. About $N of peope infected 4ith E. coi#15(8H( de3eop hemo,tic uremic s,ndrome0 and about 5N of chidren 4ho de3eop thes,ndrome die. E. coi #15(8H( has become the eadin cause of rena faiure amon American>ids.




n a research eGperiment done b, 7ediatrics0 %0212 chidren and adoescents aes $ to 1< ,earsod 4ere eGamined to find out some information about fast food. After inter3ie4in the participants in the eGperiment0 it 4as disco3ered that on a i3en da, !#.!N of the tota sampeha3e reported to ha3e eaten fast food. Fastfood consumption 4as pre3aent in maes andfemaes0 a racia@ethnic roups0 and a reions of the countr,. Chidren 4ho ate fast food0compared 4ith those 4ho did not0 consumed more tota fat0 carboh,drates0 and suars4eetened be3eraes. Chidren 4ho ate fast food aso ate ess fiber0 mi>0 fruits0 and nonstarch, 3eetabes.After re3ie4in these test resuts0 the researchers concuded that consumption of fast food b,chidren seems to ha3e a neati3e effect on an indi3iduas diet0 in 4a,s that coud sinificant,increase the ris> for obesit,.




Fast Food Effects on the En,ironment%f fast food has such a hue impact on our societ, and econom,0 it is on, natura that it shoudaso ha3e at east some effect on our en3ironment. 7resumab,0 the eneraiation of fast food inAmerica0 and no4 spreadin a o3er the 4ord0 can ead to major neati3e impacts on our en3ironment.




The ro4th of the fast food industr, has reached a staerin number. f there are so man,miions or e3en biions of hamburers0 or chic>en nuets0 or French fries sod each ,ear0 thenimaine a the pac>ain that is thro4n to 4aste. K9ne po sho4ed that Americans beie3e fastfood pac>ain ta>es up bet4een 2# and !# percent of andfi space0 and eGpanded po,st,renefoam bet4een 25 to $# percent. Ho4e3er0 the arbae 7roject found that fastfood pac>ainaccounts for no more than onethird of one percent of the tota 3oume of the a3erae andfi.KThis is an issue that has been unfit.

The fina and most common effect fast food has is obesit,. Some scientists ha3e caimed thatfast food has an addictin effect on peope. The a3erae person reports eatin fast food at east !




times a 4ee>. KAmericans0 both aduts and chidren0 are more o3er4eiht than e3er and beino3er4eiht carries 4ith it some 3er, serious indeed ifethreatenin ad3erse heath effects. thas been said that 4e Americans no4 suffer from manutrition of affuence. ?e ha3e moreeconomic resources to purchase food0 so 4e eat more. But of course0 that is on, haf of thenutrition e"uation. ?e aso utiie fe4er caories throuh eGercise0 and the resut is eGcess4eiht. ?ith these eGtra pounds 4e face increased ris> of m,riad aiments0 incudin diabetes0heart disease0 e3en breast cancer Iobesit, in middeaed 4omen is an estabished ris> factor for breast cancerJ.K




FA&T FOO! IN!-&TR. IN PAKI&TAN

Fast food industr, has a reat potentia for oca and mutinationa firms to in3est in 7a>istan./ue to absence of an, bi oca fast food compan,0 3arious mutinationa fast food companiesstarted consideration on in3estin in 7a>istan.

So &FC opened its first out et in 7a>istan to rape 7a>istani mar>et The &FC Compan, 4asfounded b, Coone Harand Sanders in 1<!<. t has 1!0(## restaurants in more than 1##countries and territories around the 4ordL approGimate, eiht miion customers are ser3ed

http://en.wikipedia.org/wiki/Colonel_Harland_Sanders






e3er,da,. t opened its first outet in &arachi at 1<(# and started its operation in Faisaabad in1<<;. &FC 7a>istan operates !# restaurants around the countr,0 4ith 1$ outets in &arachi.

The fastfood industr, is popuar in 7a>istan0 and man, major internationa chains are based there. The presence of mutinationa fast food chains i>e Mc/onads0 &FC0 7ia EGpress07ia Hut0 Sub4a, etc. ha3e some4hat catered to the hih income sement Mutinationacorporations such as these t,pica, modif, their menus to cater to oca 7a>istan tastes and mosto3erseas outets are o4ned b, nati3e franchisees to ensure that cutura0 ethnic0 and communit,3aues are ta>en care off Additiona,0 mutinationa fastfood chains are not the on, or e3en the




primar, source of fast food in most cities of 7a>istan. Man, reiona and oca chains ha3ede3eoped around the main cities of 7a>istan Ifor eGampe &han Broast in &arachiJ to compete4ith internationa chains and pro3ide menu items that appea to the uni"ue reiona tastes andhabits at comparati3e, o4 costs. n 7a>istan0 mutinationa chains are considerab, moreeGpensi3eL the, usua, are fre"uented because the, are considered chic and some4hatamorous and because the, usua, are much ceaner than oca eateries. Ho4e3er much of themiddeincome sement prefers 3isitin oca outets that offer o4 cost fast food0 hence morefre"uent 3isits.




RE&EARC( PROBLE# / OB*ECTIVE%

6ro'lem statement

0hat effect of fast food business on consumption habits of consumer122




5'ectie:

The main objecti3es of our research are as foo4s8

, To +etermine factors that influence consumer consumption ha'its,

2, To see ho" much< local competitors effect of fast foo+ 'usiness on consumption< in

$ahim %ar &han.




RE&EARC( PLAN%

.$5>T; I ?9ST ?55D

The Fast Food )estaurant Mar>et is a ro4in industr, in 7a>istan re,in hea3i, on thechanin ifest,e patterns0 popuation ro4th of the taret ae roup and the reated increase inempo,ment of 4omen. ?ith toda,s hectic ifest,es0 timesa3in products are increasin, in




demand the most ob3ious bein the fast food. 7a>istan0 current, ran>ed as %th in terms of tota popuation0 is characteried b, a hih 7opuation ro4th rate of 1.<N I7a>istan EconomicSur3e, 2##5J and is set to ta>e the top three positions in terms of tota popuation 4ith aread,15!.$ Miion peope reistered in 2##5.1 ?ith this0 the per capita income has increased to S(!% 4hie the producti3e ae roup I15 to %$J ,ears is said to ta>e the major chun> of popuationI%(N of tota popuationJ b, 2#2#.The ro4th rate in food consumption is aso aumented b, the rapid increase in the empo,mentrate for maes @ femae popuation ain bet4een 2# to 2< ,ears Ifast food oersJ hence thereater income contribution to the o3era income enerated is eGpected to be hiher.




T$% 5? ?9ST ?555 I $9;I* %9$ &;9

The chain must be ha3in the foo4in >no4ede of mar>et

*ar=et Demoraphics:




The profile for ?ast ?oo+@s customer consists of the follo"in eoraphic< +emoraphic<

an+ 'ehaior factors

.eoraphic

5ur imme+iate eoraphic taret is the cit! of $ahim %ar &han "ith a population

of 2<400<000,

9 8A0&m eoraphic area is in nee+ of our serices,

The total tarete+ population is estimate+ at 200000,




Demoraphics

Consists of *ale an+ female chil+ren@s,

9es 20-10< this is the sement that ma=es up /0 of the $ahim %ar &han

mar=et accor+in to the $ahim %ar &han Cham'er of Commerce,

%oun professionals "ho "or= close to the location,




;ae atten+e+ collee an+Eor ra+uate school,

9n income oer 20000-40000,

at out seeral times a "ee=,

Ten+ to isit hiher 3ualit! restaurants,

9re conscious a'out their health

Behaior ?actors




no! a hih 3ualit! meal "ithout the mess of ma=in it themseles,

>hen or+erin< health concerns in rear+ to foo+s are ta=en into account,

There is alue attri'ute+ to the appearance or presentation of foo+,

*ar=et &no"le+e




First of a the fast food chain must be ha3in re"uired data that possesses ood informationabout the mar>et of ):& and >no4s a ot about the common attributes of o,a customers Thechain that 4i be ha3in this information 4i be in a better position to understand 4ho isser3ed0 and their specific needs.

Customer ee+s an+ "antsFast food shoud pro3ides its customers 4ith a 4ide seection of hih"uait, Fast Food dishesand saads that are uni"ue and peasin in presentation0 offer a 4ide seection of heath conscious




choices0 and utiie topshef inredients. t shoud see> to fufi the foo4in benefits that areimportant to their customers.

• Selection, A 4ide choice of Fast Food and saad options.

• 9ccessi'ilit!, The customer can ain access to the restaurant 4ith minima 4aitin and

can choose the option of dine in or ta>e out.




• Customer serice, The customer 4i be impressed 4ith the e3e of attention that the,

recei3e.

• Competitie pricin, A products@ser3ices 4i be competiti3e, priced reati3e to

comparabe hihend Fast Food.

• ?oo+ 3ualit!, The preference for hih"uait, inredients is increasin as customers are

earnin to appreciate the "uaitati3e differences.




• 6resentationFs presentation of an eement of the cuinar, eGperience becomes more

per3asi3eL patrons are earnin to appreciate this aspect of the industr,.

• ;ealth consciousness, As 7a>istani in enera are more coniant of their heath0

e3idenced b, the increase in indi3iduas eGercisin and heath cub memberships0 patronsare re"uestin more heath, aternati3es 4hen the, eat out. The, reconie that an entreecan be "uite tast,0 and reasonab, ood for ,ou.




• Selection, 7eope are demandin a arer seection of foodsL the, are no oner acceptin

a imited menu.

The reason for this trend is that 4ithin the ast number of ,ears the numbers of fast foodrestaurants are increasin that are pro3idin customers 4ith more choices. 7eope no oner needto accept a imited number of options. ?ith more choices0 peope ha3e become more a4are. Thiscan be seen throuh the fact that more and more food chains are comin in ): &han i>e AMaida AFC and 7ia Hut




Competitors




• There are Fast food outets that ha3e more 3ariet, of seection in their menus. But the

dishes are offered at ood Standards i>e Eat 96 and Hot Chic>s.

• But there are Fast Food restaurant that ha3e 3ariet, in seection but "uait, is inconsistent

i>e )FC Spic, O Frost, O 7--A 6 7--A.

• A o4 profie restaurant 4ith a are open space 3er, o4 price and a3erae >ind of food

4ith inconsistenc, in taste. Ser3ice can often be poor i>e 7A&--A A6/ -ero 7oint.




A these can become the competitors of the ne4 fast food in ):& .So a these t,pes of competitors stud, is necessar,

Galue propositionAn, Fast Foods in ):& offerin 3ariet, in their products burers 7ias saads and chic>enrane that are differentiated and superior to competitors and in 4hich Customers can taste the"uait, and freshness of the product




f the, 4i use chic>en from &O6s Cheeses and fries are a imported i>e Mc/onads aredoin.

1. Peetabes are fresh 4ith shipments on dai, basis as it is easi, a3aiabe in ):&

2. Meats used must of top "uait,

!. B, pro3idin ser3ice 4ith fine dinin area outet must be ha3in a 3er, fine en3ironment.And the saes force must be eGperienced and educated




Success ?actor

9 .oo+ ?ast ?oo+ $estaurant perience:

E3er, one 4ants the foo4in of the factors that he 4ants to ha3e at ood fast food chain because peope of ):& compare 4ith those of are cities

'ocation

?ecome




Food ser3er

Food

En3ironment Ipar>in0 dinnin rooms0 ihtinJ

Pariet,

Smie factor

Time factor

Mar>etin Strate,




To mar>et a one product one can spend as much as their resources there is no imit for mar>etinin ):& sma amount 4i be ood enouh direct mai0 banner ads0 and Cabe TP campain 07ersona reationships can be made to et a business 4ith industria units and educationainstitutes.




*ar=etin 5'ecties

Mar>etin strate, i>e an, business 4i be to

1. To enerate positi3e0 stead,0 ro4th

2. enerate at east reasonabe rise in saes




EGperience an increase in ne4 customers 4ho are turned into onterm customers.

!. And for a on term ro4th

/, Financia 9bjecti3es

1. 6o doubt financia objecti3es are to earn profit that is done b, decreasin he 3ariabe costassociated 4ith production and attainin economies of scae




Taret CustomersThe mar>et can be semented into foo4in taret popuations8

ndi3iduas8 peope that dine in b, themse3es.




Famiies8 a roup of peope0 either friends or a roup of reati3es dinin toether.

:oun professionas 4ho 4or> cose to the ocation.

Ta>e out8 peope that prefer to eat at a different ocation than the actua restaurant.

The customer are hunr, bet4een the aes of 2# and 5#0 ma>in up 5!N of )ahim :ar &hanAe is not the most defined demoraphic of this customer baseL a ae roups enjo, Fast Food.The most defined characteristic of the taret mar>et is income. The urban areas0 such as Business




man coon, ushan "ba and Cit, center ha3e are popuation consistin of business peopeand famiies 4ho ha3e incomes o3er 2#0###.

6ositionin




An, fast food that 4i position itsef as a reasonab, priced0 hih "uait, and h,ienic Fast Foodchain in )ahim :ar &han for consumers 4ho appreciate hih"uait, food 4i be reconied asa 3aued and uni"ue offerins Fast Food chain.

The product shoud be ha3in the fresh inredients incudin homemade Fast Food0 importedcheeses0 3eetabes0 and topshef meats and chic>en from &O6s.




Customer ser3ice 4i be the priorit,. A empo,ees 4i ensure that the customers are ha3in themost peasant dinin eGperience. B, offerin a superior product0 couped 4ith superior ser3ice0an, food chain 4i eGce reati3e to the competition

*ar=etin *i Mar>etin miG shoud comprise of these foo4in approaches to pricin0 distribution0ad3ertisin and promotion0 and customer ser3ice.




6ricin, 7ricin scheme is that the product cost is $5N5#N of the tota retai price.

Distri'ution, food 4i be distributed throuh a free home dei3er, 4here customers

can ca in their order and come into the restaurant0 pace and ta>e out order and 4aitfor it to be competed0 or come in and dine at the restaurant.

9+ertisin an+ 6romotion, The most successfu ad3ertisin 4i be banner ads and

some other 4a,s i>e TP cabe ad3ertisement 7) campain incudes 3isit of industria units in surroundin and some educationa institutes.




Customer Serice, Customer attention is the main thin. 7hiosoph, is that 4hate3er

needs to be done to ma>e the customer happ, must occur0 e3en at the eGpense of shortterm profits. n the on term0 this in3estment 4i pa, off 4ith a set of o,acustomer base that is eGtreme, 3oca to their friends 4ith referras.

*ar=etin research




/urin the initia phases of the mar>etin pan de3eopment0 research shoud be hed onfocus roups. These focus roups pro3ided usefu insiht into the decisions0 and decisionma>in processes0 of consumers.

An additiona source of mar>et research that is =uestioner s,stem the suestion and i>in anddisi>in 4i i3e ans4ers to our "uestion the open ended "uestions that ao4 the customer tofree, offer constructi3e criticism or praise. This impementation of reasonabe suestions 4i




hep in order to impro3e their ser3ice offerins as 4e as sho4 their commitment to thecustomer that their suestions are 3aued.

The ast source of mar>et research is competiti3e ana,sis@appreciation. it 4i pro3ide 4ithtime, information reardin other restaurants ser3ice offerin.




!e,e'opin) the ,ariab'es and h$potheses

Depen+ant Garia'le: • Consumption pattern of consumer

In+epen+ent Garia'le:




.en+er

+ucational 'ac= roun+

9e

5ccupation

*aterial status

?amil! siHe

Income leel

nironment proi+e+ '! fast foo+ outlets

?oo+ 3ualit!




Serices proi+e+ '! fast foo+ outlet

Garious offer an+ schemes offer '! fast foo+ outlet

;ealth consciousness

;o''ies an+ social actiities

Galue a++e+ serices

;!pothesis:




1. There is a reationship bet4een ender of consumer and his@her consumption pattern.2. More the person is educated more he@she 4i be the founder of fast food.!. :oun popuation is then the, more 3isit to fast food outet 4hie chidren are 3isit in

afternoon and in hoida,s for consumption.$. A businessman can more 3isit outet of fast food then nonbusinessman. 9r A

producer and ser3ices pro3ider can 3isit to fast food outets for time sa3in.5. A unmarried person is more 3isits to hotes then married person.%. Sma famiies are 3isit more then are famiies.(. ncome e3e chanes the consumption habits of consumer.




;. En3ironment best attract to customer for more consumption. 9r En3ironment chane canchane to customer habits.

<. =uait, is the name of food best "uait, creates ood 4i in customer habits ofconsumption.

1#. Ser3ices are the product of outet best ser3ices is the optimum production.11. Parious offer and schemes pac>aes discount pa,off etc increase the direction and attract

to customer chane the customer pattern.12. f positi3e on heath b, fast food consumption cannot chane customer habits.1!. Socia acti3ities i3e onterm benefits to consumer and chane to consumption habits.




1$. f fast food outets pro3ided eGtra ser3ices i>e dei3er,0 credit card0 ban>in and nadraser3ices then can chane customer habits.

$elationship "ith +epen+ant aria'le:1. There is a reationship bet4een ander of consumer and his@her consumption pattern.2. There is a reationship bet4een education e3e of consumer and his@her consumption

beha3ior.!. There is a reationship bet4een ae of consumer and Paue of mone, he@she spend for

hotein.$. There is reationship bet4een occupation of consumer and his@her consumption habits.




5. There is a reationship bet4een materia status of consumer and his@her consumption pattern.

%. There is a reationship bet4een fami, sie of consumers and there consumption beha3ior.

(. There is a positi3e reationship bet4een income e3e of consumer and his@herconsumption habits.

;. There is a reationship bet4een Fast food outet and customers consumption pattern.<. There is positi3e reationship bet4een food "uait, and consumer consumption habits.1#. There is a reationship bet4een ser3ices pro3ided b, fast food outet and consumption

pattern of consumer.




11. There is positi3e reationship bet4een 3arious offers O schemes and consumption beha3ior of customers.

12. There is a reationship bet4een heath consciousness and consumer consumption habits.1!. There is reationship bet4een hobbies O Socia acti3ities and consumer consumption

pattern.1$. There is a positi3es reationship bet4een 3aue added ser3ices and consumer

consumption beha3ior.




#ET(O!OLO".

S9*6I. UIT

Sampes for this stud, sha incude respondent of a aes especia, ,outh sement.

Con3enience sampes are dra4n from )ahim :ar &han )eion amon the peope. 9ur definition




of con3enience sampes incudes on, one dimension that is eas, access to the sampe units other

4ise it 4as random seection of indi3iduas from a are number of customers at the fast food

outets. This sement of popuation 4as seected due to their adoption of modern ifest,e pattern

incined to4ards eatin outside and sociaiin 4ith friends. The data 4i be coected usin a

structured "uestionnaire. /ata is coected from the tareted customer 4hie in mas or in fast

food outets. The "uestionnaire had the foo4in dimensions8




• /emoraphics of the respondent such as ae0 "uaification0 income0 education and marita

statusL

• Beha3ior of 3isitin fast food outets such as time of the da,0 pressure from friends0

infuenced b, nutritiona 3aues etc.

• Factors affectin seection of fast food outetsL




• Comparisons bet4een fast food outets on 3arious parameters such as ser3ice speed0

price0 h,iene0 food taste0 3ariet,0 and ambience etc.L

• Media for source of information for fast food outetsL




S9*6 SI




Since it is an eGporator, stud,0 a sampe sie of 1## thouht to be an ade"uate one. Accordin,

1## respondents from the taret popuation 4ere approached to fi in the "uestionnaire

SCTI5 5? ?9ST ?55D 5UTTS




/ata 4as coected from the fi3e major and some other fast food outets in )ahim :ar

&han0 that major outets 4ere 7ia Hut0 Amaida0 &risp,0 hot Chic>s0 Chic>en Hut0 and Spic, O

Frost,.

*T;5DS 5? D9T9 99%SIS

Per, statistica techni"ues i>e descripti3e statistics are used to ana,e the data b, usin

soft4ares i>e S7SS and M.S eGce etc




6$5B*S DU$I. C5DUCTI. $S9$C;

/urin conductin research 4e faced 3arious probems. Some 7eopes are reuctant to

i3e information about their income and fami, sie because the, are considerin us as personas

from o3ernmenta aencies. Another probem 4as that there 4ere ess number of 4omen

customers 4hich constraint our sampe sies. Administration of some outets 4as feein

hesitation to permit to conduct research because the, tod us that it is aainst the pri3ac, of




customers0 it ma, ha3e neati3e effect on there saes. Customers 4ith fami, did not i>e to fi

"uestionnaire because the, tod that the, ha3e ess time and 4ant to enjo, 4ith their fami,.

THE ISLAMIA UNIVERSITY OF BWP

RAHIM YAR KHAN, CAMPUS




$esearch on ?ast foo+ 'usiness effect on consumption ha'its of

consumer

9'stract

Fast food has a tremendous growth in #akistan during few years. $o we research is

conducted upon fast food in #akistan so we try to resolve this gap. This research




seeks to estimate importance of various *ffect of ?ast ?oo+ Business on Consumption

;a'its of Consumer+. The study applies multivariate statistical tools to estimate

importance of various factors affecting the choice of fast food outlets by the

consumers. In addition we analy!ed the consumption patterns impact of hygiene

and nutritional values and rating of various attributes of different fast food

outlets.




This 3uestionnaire is +esine+ to ather information a'out the ffect of ?ast

?oo+ Business on Consumption ;a'its of ConsumerJ in $9;I* %9$

&;9,




Bs Commerce 5th

/epartment of Commerce0 B Dinnah Campus)ahim :ar &han

QUESTIONNAIRE QUESTIONNAIRE No: ----




, ame QQQQQQQQQ.2, %our .en+er:

Mae Femae4, *arital Status:

Sine Married/, %our 9e:

• p to 1; ,ears

• Bet4een 1; to !# ,ears




• Bet4een !# to 5# ,ears

• 93er 5# ,ears

1, %our e+ucational leel:

• Beo4 Metric

• Metric

• raduation

• 7ost raduation

K, %our occupation:

• Student




• Businessman

• Empo,ee

• nempo,ed

7, ;o" much !ouFre earnin in one monthL

• Beo4 2#0###

• Bet4een 2#0### to 5#0###

• Bet4een 5#0### to 1##0###

• Abo3e 1##0###

8, ;o" man! mem'ers are there in !our famil!L




• p to !

• $ to %

• ( to <

• abo3e to 1#

M, ;o" +o !ou li=e to spen+ !our spare time

• n 9utdoor acti3ities

• n ndoor acti3ities

• 9thers

0, ;o" often !ou spen+ !our spare time on hotelin




• A4a,s

• ?ee>,

• Month,

• sua,

• 6e3er

, %ou prefer to o for fast foo+s 'ecauseN,

• t is a Time sa3in

• Hotein has become a Trend




• Fast foods outets are pro3idin ood ser3ices.

• 9thers

2, %ou prefer to o for fast foo+s as the! are proi+inNN,,

• ood =uait, of food.

• Taste of fast foods attracts ,ou to 3isit aain.

• As fast food price ,ou cheaper.

•

345 ;o" often arious serices an+ offers '! fast foo+ outlets compel !ou to isit

aain an+ aainL




• A4a,s

• 9ften,

• )are,.

• 6e3er

/, Do !ou thin= enironment of fast foo+ outlet "ill 'eL

• Comfortabe

• ncomfortabe

• Comfortabe to some eGtent




1, ;o" often the enironment proi+e+ '! fast foo+ outlets pla! a maor role in

!our +ecision to isit at their outlets,

• A4a,s

• 9ften,

• )are,.

6e3er

K, In m! point of ie" NNNNNNN

• Continuous use of fast food has neati3e impact on heath.

• Continuous use of fast food has no neati3e impact on heath.




RE&-LT AN! !I&C-&&ION

The food habits of 7a>istanis are infuenced b, 3arious factors such as ae0

educationa status0 distance from fast food outet0 ser3ices at fast food outets in




their surroundins. n addition0 emerence of traits of independence in their eatin

habits0 nutritiona 3aue0 di3erence of food preferences at home and at fast food

outets and ambience of pace for sociaiin affects their 3isit and i>in of fast

food outets. The resuts of data ana,sis 4ith respect to these issues of fast food

consumption beha3ior of peope are presented in the foo4in subsections.




2, .en+er ffect:

Frequency Percent Valid PercentCumulative

Percent

Valid Male 59 59.0 59.0 59.0

Female 41 41.0 41.0 100.0

Total 100 100.0 100.0



Gender

1

2

41%

1. Male

2. Female





Data "ere collecte+ "ith respect of +emoraphic aria'les amon people of $ahim %ar &han<

i,e, en+er:

Accordin to the ana,sis of data0 it 4as found that 5<Ne respondents 4ere maes and $1N 4erefemaes.

?hen 4e ha3e 3isited the outets them 4e ha3e found the mae fast foods choice is reater then4omans because 5<N mae preference ma, be the base of his out door acti3ities that are the businessman empo,ment0 students sports etc and the parties 4hie the 4oman are prefer to fastfood ess than maes because the, ha3e indoor acti3ities but some ha3e the outdoor acti3es thatha3e done fob o4n business etc.




4, *arital Status:


Percent

Valid Single 8 8.0 8.0 8.0




Married 18 18.0 18.0 100.0

Total 100 100.0 100.0



Status

2

18%

1. Single

2. Married




1

82%


Data "ere collecte+ "ith respect of +emoraphic aria'les amon people of $ahim %ar

&han< i,e, marital status:

Accordin to the ana,sis of data0 it 4as found that0 ;2N of the respondents 4ere sine and 1;Nof the respondents 4ere married. t means that sine persons are fond of 3isitin fast foodoutets in )ahim :ar >han.Sine person are 3isits more than marries mans because that ha3e no an, responsibiit, andibert, and the, ha3e no enouh income 4hen the, are married and 4ith chid. Because thesine person income budet is hiher then married person. So sine persons more fast fooduser b, ;2N and the married are b, 1;N ess b, sine man.




t means that most of the respondents are sine ho4 use the fast food fre"uent, b, the marriedrespondents

/, 9e ffects:

Frequency Percent Valid Percent Cumulative Percent

Valid Single 8 8.0 8.0 8.0

Married 18 18.0 18.0 100.0

Total 100 100.0 100.0



Age

1

5%3

14%

4

2%

1. Up to 18 years




2

"9%

. to years

4. #$er 5 years


/ata 4ere coected 4ith respect of demoraphic 3ariabes amon peope of )ahim :ar &han0i.e. educationa bac>round8Accordin to the ana,sis of data0 it 4as found that0 (<N respondents 4ere in 1;!# ,ears aeand #5N respondents 4ere up to 1; ,ears ae and 1$N respondents 4ere bet4een !# to 5# ,earsae and 2N respondents 4ere o3er 5# ,ears ae cateor,.t means that most of the respondents are ,oun ho4 3isit the fast food outets more fre"uent, b, others.




1, +ucation leel:


Percent

Valid !elo" Metric # #.0 #.0 #.0

Metric $ $.0 $.0 10.0

%raduation 5$ 5$.0 5$.0 &$.0

Po't %raduation $# $#.0 $#.0 100.0




Total 100 100.0 100.0



Educational level

1

"%2

3%

4

3"%1. elo& Metri'




3

53%

3. (rad)ation

4. *ost (rad)ation


/ata 4ere coected 4ith respect of demoraphic 3ariabes amon peope of )ahim :ar &han0i.e. educationa bac>round8Ho4e3er0 5!N respondents 4ere raduates and !(N respondents 4ere 7ost raduation and !Nrespondents 4ere Metric and (N respondents 4ere beo4 Metric. Education e3e of the peopeis more affected on the use of fast food.t sho4s that most of the customers are educated person and ,oun ho4 most, 3isit the fast foodoutets.




1, %our 5ccupation


Percent

Valid Student 5# 5#.0 5#.0 5#.0

!u'ine''man 15 15.0 15.0 #.0

(m)loyee $ $.0 $.0 95.0

*nem)loyed 5 5.0 5.0 100.0

Total 100 100.0 100.0



Occupation

3

23%

4

5%

1. St)dent

2. B)sinessman

3. +mployee




5"%

2

15% Effect of Fast Food Business on consumption habits of consumers

/ata 4ere coected 4ith respect to se3en demoraphic 3ariabes amon peope of )ahim :ar&han0 i.e. occupation8Student are the much user b, the other popuation are the student that are 5(N because that areo to outets b, friends b, fami, and in parties the, ha3e a time for enjo,ment and to stud, .?hie empo, that are fiGed in timin empo,er the, done dut, and in unch time 3isits to fastfood and n meetin conferences the, 3isits fast food .Te empo,er the, 3isits fast food are 2!Nand the business man that are o4er user then student and empo,er because the, ha3e o4n business man that are o4er user then student and empo,er because the, ha3e o4n business andth, are done diner unch etc in business off time are attend meetin in fast foods the, ha3e no




eGtra time for enjo,ment in imited timin . nempo,ed person that ha3e no an, income thanthe, are o to outets rare,.

7, ;o" much !ouFre earnin in one month,


Percent

Valid !elo" 0000 &$ &$.0 &$.0 &$.0

!et"een 0000 to 50000 $ $.0 $.0 8&.0




!et"een 50000 to 10000010 10.0 10.0 9&.0

+,ove 100000 4 4.0 4.0 100.0

Total 100 100.0 100.0



Earning per month

2

3

1%

4

4%

2. B/W 2 to 5

1. elo& ,s.2-

3. B & ,s.5 to ,s.1




1

3%

. . -


/ata 4ere coected 4ith respect of demoraphic 3ariabes amon peope of )ahim :ar &han0i.e. income e3e8Accordin to ana,sis of data it is sho4 that most of the respondents ha3e income beo4 )s.2#0###. 7eope 4hos earnin is beo4 than 2#### and the, are most, students are oin to fastfood outets for their ceebrations treats fun or as a trend and the, ha3e spare time 2!N peope4hose earnin is 2#### or 5#### 4i o to fast food outets these peope cannot ha3e spare timefor an, acti3it, because the, are basica, empo,ees and the, strue to buid their carrier andfocus more on jobs or 4hate3er the, do. 1#Nand $N peope 4hose earnin is abo3e 5#### andabo3e 1##### 4i o fastfood outet respecti3e, because these are business man and the, aretr,in to eGpand their business.




8, ;o" man! mem'ers are there in !our famil!L


Percent

Valid *) to $ 11 11.0 11.0 11.0

4 to & 48 48.0 48.0 59.0

# to 9 $# $#.0 $#.0 9&.0

a,ove to 10 4 4.0 4.0 100.0

Total 100 100.0 100.0



Family Size

1

11%

3

4

4%

1. Up to 3




2

48%

3. " to9

4. o$e to 9


/ata 4ere coected 4ith respect of demoraphic 3ariabes amon peope of )ahim :ar &han0i.e. fami, sie0 Accordin to the ana,sis of data0 it 4as found that8A3erae fami, sie of the respondents 4as 5 heads.11Npeope 4i o to fastfood 4hose fami, member is up to ! simiar, $;N0 !(N and $N peope 4i o fast food outets 4hose fami, member is $ to %0 ( to < and abo3e 1# respecti3e,.More fami, member can o fast food outets because the ha3e more opportunities n chances toenjo, their part,s ceebrations treats and ma>e a fun 4ith fami, and e3en o on reuar e3entsand 4ise 3ersa.




M, ;o" +o !ou to spen+ !our spare timeL


Percent

Valid -utdoor activitie' $5 $5.0 $5.0 $5.0

ndoor activitie' 40 40.0 40.0 #5.0

-t/er' 5 5.0 5.0 100.0

Total 100 100.0 100.0



Spend spare time

1

35%

3

25%

1. 0n #)tdoor a'ti$ities2. 0n 0ndoor a'ti$ities




2


/ata 4ere coected 4ith respect demoraphic 3ariabes amon peope of )ahim :ar &han0Accordin to the ana,sis of data0 it 4as found that0More peope are i>e to spend their time in indoor acti3ities than outdoor or other acti3ities. $#N

peope are spend their time in indoor acti3ities and !5N and 25N are spend their spare time in

outdoor acti3ities and other respecti3e,. Most, femae are spent their spare time in indoor

acti3ities so femae cannot o fastfood outets. Maes can spend their time in outdoor acti3ities.




0, ;o" often !ou spen+ !our spare time on hotelinL


Percent

Valid -utdoor activitie' $5 $5.0 $5.0 $5.0

ndoor activitie' 40 40.0 40.0 #5.0

-t/er' 5 5.0 5.0 100.0

Total 100 100.0 100.0



1

11%

2

12%

4

5

14%

Spend spare time in hoteling

1. l&ays

2. Weely

3. Montl




3

3"%

.

5. e$er


/ata 4ere coected 4ith respect of demoraphic 3ariabes amon peope of )ahim :ar &han0Accordin to the ana,sis of data0 it 4as found thatL

11N respondents spend ours spare time on hotein A4a,s0 12N respondents 4ere 4ee>,0 !(Nrespondents 4ere month,0 2N respondents 4ere sua, and 1$N respondents ne3er spend ourspare time in hotein.




7eope usua, spend their spare time on hotein and some 4hat month,. Because income e3e4ith beo4 2#### and student 4ith imited budet are oin to fast food outets and then the,usua, or month, spent their spare time on hotein.

, %ou prefer to o for fast foo+s 'ecauseNNNN,


Percent

Valid Time 'aving $ $.0 $.0 $.0

Trend .0 .0 45.0




%ood 'ervice' $1 $1.0 $1.0 #&.0

-t/er' 4 4.0 4.0 100.0

Total 100 100.0 100.0



Prefer to Fast Food

1

23%

2

4

24%

1. ime sa$ing

2. rend

3. (ood ser$i'es

4. #ters





/ata 4ere coected 4ith respect to 3ariabes amon peope of )ahim :ar &han0 Accordin tothe ana,sis of data0 it 4as found that8

Time is 3er, important factor 4hich effect the fre". of 3isitin fast food outets durin the sur3e,4e came to >no4 that 2!N respondents prefer to o fast foods because it is a time sa3in0 22Nrespondents 4ere prefer its as a trend0 !1N respondents prefer to fast foods outets are pro3idinood ser3ices And 2$N respondents prefer to o fast food b, an, others factors.

The most important factor is ood ser3ices of fast outets 4hich the, pro3idin there customers.




2, %ou prefer to o for fast foo+s as the! are proi+inNN


Percent

Valid %ood quality $& $&.0 $&.0 $&.0

Ta'te 45 45.0 45.0 81.0




C/ea)er )rice 19 19.0 19.0 100.0

Total 100 100.0 100.0



Prefer to quality, taste and price

1

3%

3

19%

1. (ood )ality

2. aste3. 6eaper pri'e




2


/ata 4ere coected 4ith respect to 3ariabes amon peope of )ahim :ar &han0 Accordin tothe ana,sis of data0 it 4as found that8Food "uait,0 dei3er, and other aspects reated to fast food are much important in seectin thefast food outet. Accordin to the ana,sis of the data it is obser3ed that a 3ast majorit, of therespondent !%N prefer the ood =uait, of food and $5 N respondents 4ere prefer the taste offast food that attracts us to 3isit aain and aain.The income of peope effects the consumption of fast food. Accordin the ana,sis of data0 1<Nrespondents prefer fast foods b, there price cheaper.




Majorit, of respondents preferred the taste of fast food that attracts us to 3isit aain and aain.

4, ;o" often arious serices an+ offers '! fast foo+ outlet

compel !ou to isit aain an+ aainL


Percent

Valid +l"ay' 5 5.0 5.0 5.0

-tenly 8 8.0 8.0 5$.0

arely $$ $$.0 $$.0 8&.0




2ever 14 14.0 14.0 100.0

Total 100 100.0 100.0



Eects of arious Services and oers

1

25%

4

14%

1. l&ays2. #7tenly




2

28%

33% 4. e$er


/ata 4ere coected 4ith respect to 3ariabes amon peope of )ahim :ar &han0 Accordin tothe ana,sis of data0 it 4as found that8Parious ser3ices and offers b, fast foods outets compe the respondents to 3isit aain and aain.Accordin to the ana,sis the 25N respondents a4a,s use the 3arious ser3ices and offers 0 2;Nrespondents 4ere 9ften, et the benefits b, the 3arious ser3ices and offers0 !!N respondentsrare, effected b, 3arious ser3ices and offers b, fast foods outets pro3ided. But 1$Nrespondents ha3e no effects of these ser3ices and offers on there 3isit of fast foods outets.




/, Do !ou thin= enironment of fast foo+ outlet "ill 'eL


Percent

Valid Comorta,le 59 59.0 59.0 59.0

*ncomorta,le 9 9.0 9.0 &8.0

Comorta,le to'ome e3tent $ $.0 $.0 100.0

Total 100 100.0 100.0



Environment of fast food outlets

3

32%

1. 6om7ortale2. Un'om7ortale




2


/ata 4ere coected 4ith respect to 3ariabes amon peope of )ahim :ar &han0 Accordin tothe ana,sis of data0 it 4as found that85;N respondents o to fast foods outets because the, fee the en3ironment of fast food outetcomfortabe because the, ha3e 4e educated staff aso arraned and proper settin areas.Accordin to ana,sis 1#N respondents 4ere no satisf, 4ith the en3ironment of fast food outets.And !(N respondents 4ere areein 4ith the en3ironment of fast food outets comfortabe tosome eGtent.So the majorit, is i>e the en3ironment of fast food outets the, pro3ided him.




1, ;o" often enironment proi+e+ '! fast foo+ outlet pla!

a maor role in !our +ecision at there cutletsL


Percent

Valid +l"ay' $ $.0 $.0 $.0

-tenly 8 8.0 8.0 &0.0

arely & &.0 &.0 8&.0

2ever 14 14.0 14.0 100.0




Total 100 100.0 100.0



1

32%

3

4

14%

Eects of environment on consumption of con

1. l&ays

2. #7tenl




2

28%

.

4. e$er


/ata 4ere coected 4ith respect of demoraphic 3ariabes amon peope of )ahim :ar &han0i.e. fami, sie0 Accordin to the ana,sis of data0 it 4as found that8En3ironment a4a,s pa, a major ro on the peope decision ma>in. Because if theen3ironment is comfortabe for the consumers the, 3isit the fast food outets aain and aain.Accordin to data !2N respondents a4a,s decision f 3isit of fast food outet on theen3ironments pro3ided. 2;N respondents 9ften, decision of 3isit to fast food b, en3ironmentand 2%N respondents rare, decision to fast food outets b, en3ironment. 1$N respondentsresponse that there is no effect of en3ironment on there decision to 3isit of Fast foods outets.




K, Impact on health


Percent

Valid 2egative im)act 84 84.0 84.0 84.0

2o negative 1& 1&.0 1&.0 100.0

Total 100 100.0 100.0



Eects on health

2

1%

1. egati$e




1


/ata 4ere coected 4ith respect of demoraphic 3ariabes amon peope of )ahim :ar &han0i.e. fami, sie0 Accordin to the ana,sis of data0 it 4as found that8Accordin to stud, the continuous use of fast food has neati3e impact on heath. n ana,sis;$N respondents sa,s that the continuous use of fast foods ha3e a neati3e impact on heath andde4 to this reason the consumption of fast foods is o4 b, the trend. 9n, 1%N respondents aredisareein 4ith this statement that the continuous use of fast food has neati3e impact onheath.




C5CUDI. $*9$&S

Consumer acceptance of food ser3ed b, fast food outets is critica, important for the

future ro4th of fast food outets in an, econom,. Thouh the ratin of fast food outets




attributes under stud, based on mean score is 3er, hih but sti consumers 3isit fast food outets

for fun0 chane or entertainin their friends but certain, not as a substitute of home made food.

Consumers demand more and more information reated to h,iene issues and nutritiona 3aues

of the products of fast food outets. Based on the ana,sis and resuts0 4e can sa, that 4ith more

and more acceptabiit, of fast food outets and chane in ife st,e0 competition amon fast food

outets 4ith respect to "uait, of food and customer ser3ice 4i be more prominent in the da,s to

come. The ap enerated bet4een the consumers needs and the products of the fast food outets




in )ahim :ar &han has not been fied. Most, educated peope are customers. Majorit, of

customers ha3e income more than )s.2#0 ###. Their friends about particuar fast food outets

inform most, peope. Most, customers are ,oun. 7rices are not so much competiti3e.

9pportunit, for fast food companies to enter a more speciaist end of the mar>et. Fast food

outets shoud increase their efficienc, in ser3ice.




S>5T 9nal!sisThe foo4in S?9T ana,sis captures the >e, strenths and 4ea>nesses 4ithin the compan,0and describes the opportunities and threats facin Fast Food.

Strenths

• Stron reationships 4ith 3endors that offer hih"uait, inredients and fast@fre"uent

dei3er, schedues.




• EGceent staff 4ho are hih, trained and 3er, customer attenti3e.

• reat retai space that is briht0 4e discipined0 cean0 and ocated in an upscae ma0

urban neihborhood.

• Hih customer o,at, amon repeat customers.

• Hih"uait, food offerins that eGceed competitors offerins in "uait,0 presentation0

and price.




>ea=nesses

• The name ac>in brand name 4i not 4or>

• A imited mar>etin budet 4i fai to de3eoped brand a4areness.




• mproper customer >no4ede.

• Spendin patterns

5pportunities




• ro4in mar>et 4ith a sinificant percentae of the taret customers sti not a4are.

• ncreasin saes opportunities in business.

• EGpansion in area of business

Threats




• Competition from oca restaurants that 4i respond to Fast Foods superior offerins.

• Fast Food restaurant chains comin to )ahim :ar &han.

• A sump in the econom, reducin customers disposabe income spent on eatin out i>e

situation of toda,.




*99.$I9 I*6IC9TI5SE SU..STI5S

Fast food pro3iders need to focus on the "uait, and 3ariet, of food besides other ser3ice

parameters. Stud, cear, sho4s that consumers do not 3isit these outets primari, for food but

for fun0 chane and socia reasons0 as the, prefer home food to the fast food. This is an important

parameter to focus to ha3e sustainabe ro4th in the times to come. Further0 information about

h,iene and nutrition 3aue of the fast food must aso be communicated to the consumers. Thus0




in nutshe0 there is need to focus on the food contents b, the fast food mar>eters. Fast food out

shoud aunch promotiona acti3ities to increase there saes. Fast food outets shoud focus on

middeincome customers because the, are in majorit, in )ahim :ar &han.

I*IT9TI5S 5? T; STUD%

This eGporator, stud, about consumer beha3ior has some imitations that ho4e3er do not

i"uidate the purpose of the stud,. /ata for the stud, are coected from /istt. )ahim :ar &han.

Effect of Fast Food Business on Consumption Habits of Consumer

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