INTRODUCTION

History of the Fast Food Industry

The concept of fast food is generally associated with urban development. However, research reveals that the trend has its roots in the bread-and-wine stands in ancient Rome and the popular ready-to-eat noodle shops in many East Asian cities. All through the ancient and medieval world, flatbread, falafel and other heat-and-serve meals were popular attractions at roadside stands. The kiosks or brochettes that were once associated with a clientele, from the not-so-elite strata of society, are now a part of the urban and ultra-modern lifestyle. The history of Roman antiquity reveals that bread soaked in wine and stewed vegetables, and meat commonly sold at, the eating establishments that thrived during the era. All through the middle Ages, major urban areas in London and Paris supported stalls that sold pies, flans, pastries, pancakes and precooked meats. These outlets catered to the demands of single households and town dwellers, who rented facilities devoid of kitchens. The kiosks also catered to pilgrims and traders. Though pubs and coffee houses were popular in the western world by the 18th century, the idea of eating out for fun did not take off in Western society until the late 18th century. Industrialization and automation turned out to be a boon for the fast food industry as the rise of automobiles in the world also marked the rise in dining out and drive in restaurants. The two World Wars and growth in American economy firmly entrenched the concept of fast food as an American way of life. Today, the United States boasts of the largest fast food industry in the world, and more than 100 countries around the world have American-owned fast food restaurants. Fast food preparation and food servicing provides employment to approximately 2 million U.S. workers in the USA. In addition, since the US is considered the
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capital or pioneer of the fast food industry let us look at a brief time-line of the fast food industry in America.

Significant Events in the US Fast Food Industry

1902. The first known food vending machines or Automat opened by Horn and Hodart in Philadelphia.

1912. Horn and Hodart become the first food chain in the US by opening an Automat in Manhattan.

1916. The first low-cost limited menu high-speed hamburger restaurant called White Castle opens in Wichita KS.

1919. A&W Root Beer becomes the first chain to start drive-in by installing roadside stalls.

1921. White Castle opens its first restaurant that sells hamburgers for 50 cents.

1930. Howard Johnson starts the concept of franchising and use of standardized menus logos or signage and advertising.

1948. In-N-Out Burger employs drive-through service using call box technology.

1951. The term fast food is recognized in the Merriam-Webster Dictionary.

1967. McDonald's opens its first restaurant outside the United States in Canada and Puerto Rico.

1967. High fructose corn syrup, an ingredient that tricks the body into wanting to eat more and store more fat, appears in fast food

1971. The first Starbucks store opens in Seattle selling high-quality coffee beans and equipment.

Indian Fast Food History and Overview

The fast food industry in India has evolved with the changing lifestyles of the young Indian population. The sheer variety of gastronomic preferences across the regions, hereditary or acquired, has brought about different modules across the country. It may take some time for the local enterprise to mature to the level of international players in the field. The Indian fast food market has been witnessing rapid growth on the back of positive developments and presence of massive investments. Currently, market growth is largely fuelled by the rising young population, working women, hectic schedules, and increasing disposable income of the middleclass households. Some of the unique properties of fast food like quick served, cost advantage, etc are making it highly popular among the masses. Thus, India offers enormous opportunities for both domestic as well as international players. According to our new research report, Indian Fast Food Market Analysis, the Indian Fast Food Industry is anticipating to grow at a CAGR of around 34% during 2011-2014. Anticipating the future growth, many big international players are entering into the market by making deals with the domestic players. In addition, those already present in the Indian market are expanding their presence in different provinces of the country. This trend will emerge more strongly during our forecast period, providing opportunities to local players to widen their product portfolios. Our research further revealed that there is a large scope of growth in the untapped tier-II and tier-III cities, owing to which, major fast food retailers have already started applying various marketing strategies in popularizing their brands in these cities. Furthermore, they are aiming to provide affordable and customized products to suit the needs of people that would ultimately provide necessary boost to the Indian fast food industry.

The report also provides extensive information on the countrys fast food market, besides discussing the growing segments like Noodle market, Pizza market, and others food market. Thus, it provides valuable information about the Fast food companies and provides necessary insight for investors looking to enter this market. Moreover, the report features forecast for fast food sales in the country. The forecast is based on the correlation between past market growth and growth in base drivers, such as middle class, urbanization, cultural shift, and lifestyle changes. Due consideration is given on competitive landscape to enable clients to understand market structure and growth prospects.

LITERATURE REVIEW
The primary task of a corporation is to create customer satisfaction. Profit is not the most important result; after all, it is only the feedback after satisfying the customer (Ducker, 1954). As long as the customer is satisfied, the corporations profit will relatively increase. Along with the more and more intense market competition and the rise of consumer awareness, customer satisfaction has a significant impact on corporate profits, and it can provide the future product or service quality of the corporation as a reference according the past consumption experience and assessment of customers. Oliver (1981) thinks that customer satisfaction is the comments made by the surprising experience of product obtainment or consumption. Balaji (1985) studied fish consumption behaviour of 526 consumers in Vishakapatnam city. The study revealed that 77 per cent of respondents consumed fish for dinner and 22 per cent for lunch. About 30 percent of the respondents did not consume fish on festival days, as those days were considered auspicious, while the rest had no notations and consumed fish, irrespective of festivals

Kumar et al. (1987) examined the factors influencing the buying decision making of 200 respondents for various food products. Country of origin and brand of the products are cross - tabulated against age, gender and income. Results revealed that the considered factors were independent of age, education and income. The brand image seemed to be more important than the origin of the product, since the consumers were attracted by the brands

Sabeson (1992) in his study stated that, high quality, price and taste of the product were the major criteria based on which the consumers selected a brand of processed fruits and vegetable products.

Therefore, the study will refer to the perspective and measurement dimension of Formal et al. (1996) as the basis for measuring food retailer satisfaction choosing the same product or service after comparing it with other
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competitors products with the premise that the competitive product can be easily purchased, and it will In the measurement of customer loyalty

In addition, Formal et al. (1996) pointed out that the measurement of customer satisfaction can be divided into the overall satisfaction level of a customer on a corporation, the difference between expectation and actual feeling, and the difference between actual feeling and ideal perfect service (product). Combining all of the above-mentioned scholars dissertations, customer satisfaction is the result of comparing customer expectation and experience. In addition, Kotler (1997) thinks that customer satisfaction is a persons happiness or disappointment, which is formed by comparing his/her perceived product performance (or result) and his/her product expectation. To be more specific, satisfaction is the function of perceived performance and expectation

The study undertaken by Sheeja (1998) in Coimbatore district considered the quality aspects like aroma, taste, freshness and purity as the major factors deciding the preference for a p rticular brand of processed spices.

Kamalaveni and Nirmala (2000) reported that, there is complete agreement between ranking given by the homemakers and working women regarding the reasons promoting them to buy Instant food products. Age, occupation, education, family size and annual income had much influence on the per capita expenditure of the Instant food products.

Anker (2000) regarded brand awareness as a remarkably durable and sustainable asset. It provided a sense of familiarity (especially in lowinvolvement products such as soaps), a sense of presence or commitment and substance and it was very important to recall at the time of purchasing process. Apart from the conventional mass media, there were other effective means to create awareness viz., event promotions, publicity, sampling and other attention-getting approaches.

Chen (2001) expressed a different thought on brand awareness that it was a necessary asset but not sufficient for building strong brand equity. In his view, a brand could be well known because it had bad quality

Nandagopal and Chinnaiyan (2003) concluded that the level of awareness among the rural consumers about the brand of soft drinks was high which was indicated by the mode of purchase of the soft drinks by Brand Name. The major source of brand awareness was word of mouth followed by advertisements, family members, relatives and friends

The study conducted by Shivkumar (2004) showed that the consumer, irrespective of income groups, mainly influenced to purchase by the opinions of their family members. Consumers influenced by the dealers

recommendation, followed by advertisement.

Ramasamy et al. (2005) indicated that, the buying behavior is vastly influenced by awareness and attitude towards the product. Commercial advertisements over television was said to be the most important source of information, followed by displays in retail outlets. Consumers do build opinion about a brand based on which various product features play an important role in decision-making process. A large number of respondents laid emphasis on quality and felt that price is an important factor while the others attached importance to image of manufacturer.

Lin (2007) pointed out that good service quality will indeed satisfy the diversified demands of the customer, which means customer satisfaction is the overall assessment of products and services processed by customers according to the past experience. When the actual service result provided by the service provider is higher than the customer service expectation, then the customer will be very satisfied; if it is to the contrary, the customer will be very dissatisfied (Joewono and Kubota, 2007).

BACKGROUND OF STUDY

According to the National Restaurant Association of India (NRAI) 2010 report, the fast food industry in India currently estimated to be between Rs 6750- Rs 8000 core, growing at a compound annual growth rate of 35-40 per cent. Global players like Pizza Hut, Dominos, Subway, and Coca Cola rule a major chunk of these markets

Junk foods are high visibility products: easily available almost everywhere, extensively advertised through every media, these foods find a key target group among children. Their manufacturers and sellers also take recourse to attractive packaging and addition of food additives and colors to enhance Flavor, texture, appearance and shelf life.

The Integrated Disease Surveillance Report, which found that rural India was fast catching up with modern diseases, also noted that people were eating less fruits and vegetables and more fast food. It found that across the seven states in which it conducted its study, in urban and rural areas, there was a growing and substantial percentage of people eating fast food.

Market potential

COUNRTY India

YEAR 2011-2014 2008-2010

GROTH RATE 34% 20%

(SOURCE: Indian Fast Food Market Analysis, the Indian Fast Food Industry is anticipating growing at a CAGR of around 34% during 2011-2014)

The studies identify the customer satisfaction level towards fast food outlets. The study also attempts to identify the demographic profile of consumers visiting fast food outlets. The studies identify how much they spend the money. In addition, they can satisfy with the service, price, and quality. Also, identify the customers preference for Varity of fast food available and investigate their overall satisfaction level.

For the above describe purposes the target population is 20-45 year age who are mature and they can give opinion about the fast food they consumed. Questionnaire will used for the purpose of data collection.

STATEMENT OF THE PROBLEM

A study on comparison of satisfaction level of customer of fast food outlets in city of anand and nadiad

Objective of Study

Primary Objective:
To know the satisfaction level of customers towards the fast food outlets

Secondary Objectives:
To study the preference of male and female with respect to the variety of fast food available in the fast food outlets. To determine the factors affecting selection of fast food outlets by consumers of Anand and Nadiad city.

Hypothesis for the study

H0: There is no significant difference in the satisfaction level of customer towards the fast food outlets in Anand and Nadiad city. H1: There is significant difference in the satisfaction level of customer towards the fast food outlets in Anand and Nadiad city.

H0:

There is no significant difference in the factors affecting the selection of fast food outlets.

H1:

There is significant difference in the factors affecting the selection of fast food outlets.

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RESERCH METHODOLOGY

Data sources

Primary Data:
Data observed or collected directly from first-hand experience.

Responses through questionnaires

Secondary Data:

Published data and the data collected in the past in addition to other parties data are called secondary data.

Secondary data information

Government site News papers Journals Textbooks Research report

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NO.

TITLE

EXPLANATION

Research Design

Descriptive Research Design

Research Instrument

Questionnaire

Sampling details Sampling Unit

The

consumers

who

consumes fast food in age group of 20-45 year in the city of Anand and Nadiad Sample Size Sampling method Area of Study 400 ( = 0.05) It used Convenience Sampling method. Anand, & nadiad city.

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