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A Research Project Report On Consumer

perception about fast food

Submitted for partial fulfillment of requirement for the award of degree Of Master of Business Administration
Of

PUNJAB TECHNICAL UNIVERSITY (P.T.U.) JALANDHAR (PUNJAB) Session 20011-12

Supervision By MR NEERAJ SAINI Gupta

Submitted by
Mr. Aditya

LECTURER
Roll No105282251534 SSBM (Surya World) MBASemester 4th

2011 - 12
SURYA SCHOOL OF BUSINESS MANAGEMENT
SURYA WORLD

DECLARATION

CONSUMER PERCEPTION ABOUT FAST FOOD is the record of the original work done by me and matter enclosed has not been submitted for the award of any other degree or diploma in the University or anywhere. I Aditya Gupta student of MBA, Sem-IV in Surya School Of Business Management , Bapror hereby declare that the Research Report work entitled CONSUMER PERCEPTION ABOUT FAST FOOD

Date: .. Place: .

Aditya Gupta MBA, SEM-IV, 2012

CERTIFICATE This is to certify that the Project Work entitled consumer perception about fast food with special reference to Ambala region carried out by Aditya gupta MBA, SEM-IV, 2012 submitted towards partial fulfillment of the requirement for the award of degree of MBA Session 2010-2012. GUIDED BY: Mr neeraj saini (Assitant professor) Place: . Date:

ACKNOWLEDGEMENT

I would like to express my appreciation and gratitude to various persons who have shared their valuable time and made possible this project through their direct and indirect cooperation. My special thanks to Respected Mr neeraj saini for being a constant source of inspiration and encouragement during the making of this project report. It is my profound privilege and pleasure to express an overwhelming sense of gratitude and regard to my all teachers for their guidance and support during the entire course of study. Aditya Gupta MBA, IV-SEM 2012

PREFACE

The practical study through, conducting the survey and doing project work has a very significant value. The theoretical knowledge gained in classroom is not fruitful and complete unless and until it is implemented on the practical work either done in the field or inside the organization. It always boosts up our knowledge in pursuing the theoretical studies. It is the internal part of our curriculum to conduct survey and project work, which not only accelerates the managerial skills in us but also broadens our practical prospective. In view of above the survey on Consumer perception about fast food has been conducted and the project report is before the readers. If any part of this report is taken up positively by the industry, I will feel that my effort was worthwhile.

CONTENTS DECLARATION CERTIFICATE ACKOWNLEGMENT PREFACE

CHAPTER- 1 INTRODUCTION

Introduction, 7 Ps of Marketing,Structure of Bank Marketing Defining of the Problem Objective scope & limitation, Literature Review

CHAPTER-2 METHODOLOGY

Research of methodology,Research Design Method of collection data, Sampling Plan,Limitation

CHAPTER-3 ANALYSIS & INTERPRETATION Analysis and Interpretation of data

CHAPTER-4 FINDING AND CONCLUSION

Finding Conclusion

CHAPTER-5 SUGGESTION AND RECOMMENDATION CHAPTER-6 REFERENCE

Suggestion Recommendation

Bibliography Questionnarie

CHAPTER (I) INTRODUCTION

INTRODUCTION

As a consumer we are all unique and this uniqueness is reflected inthe consumption pattern and process purchase. The study of consumer behavior provides us with reasons whyconsumers differ from one another in buying using products and services. We receive stimuli from the environment and the specifics of the marketing strategies of different products and services, and responds to these stimuli in terms of either buying or not buying product. In between the stage of receiving the stimuli and responding to it, the consumer goes through the process of making his decision. As a consumer we are all unique and this uniqueness is reflected in the consumption pattern and process purchase. The study of consumer behavior provides us with reasons why consumers differ from one another in buying using products and services. We receive stimuli from the environment and the specifics of the marketing strategies of different products and services, and responds to these stimuli in terms of either buying or not buying product. In between the stage of receiving the stimuli and responding to it, the consumer goes through the process of making his decision.Think about what's important to your customer. Think about the product attributes that will make a difference to that customer and how your customer perceives your product in terms of these attributes, especially as compared to your competitors. What kind of a target market have you got? Are they sophisticated enough that you would be thinking of using an ad that depends on a high level of ability to perform closure?

The field of consumer behaviour has been explored extensively,with a view to understanding how, when and why consumers make purchase decisions. Common research themes have included studies that explored what factors influence the purchase making decision process and the attitudes towards a product, which depend heavily on his perception of the product .The European food market, in general, and the Portuguese market, in particular, has suffered from several food scares, the most recent being the BSE and nitrofuranes scandals. Under the glare of intandensive media attention, specific consumer food safety concerns can erupt into widespread alarm.Consumers are therefore more and more concerned about food safety and quality, more discredit about food supply, desiring

more transparency in production and distribution channel and, for some products, losing their trust in the production process. According to Henson and Northen (2000), food scandals as BSE, driving the individual consumers to react in different ways, depending on their perceptions of the risks associated with the product.Consumer behaviour is very complex and determined by emotions, motives and attitudes. The attitudes play a fundamental role in consumer behaviour field, because determines his disposition to respond positively or negatively to an institution, person, event, object orproduct However, the relations between motives/attitudes and consumer behaviour are not unilateral.

Consumption leads to experience with the product, and vice versa this affects attitudes. When a consumer evaluate a product alternatives that may satisfy the same need,desire or want, he integrate the perceptions of the alternatives into an overall judgement, or attitude,about the attractiveness of each product alternative. In their alternative evaluation, the perception of sanitary risk due to the consumption of certain products could drive consumers attitudes away from those products. Government regulation of this sector is a response to market failure , and the necessity of the social regulator to interfere in order to assure consumers that the products are healthy. The existence of concerned consumers has been well documented over the past. Throughout this period reports, surveys and academic research have consistently highlighted the existence of consumers who are concerned about a broad spectrum of issues ranging from the environment and animal welfare, through to social concerns.

Recently, a report by the New Economic Foundation (Doane 2001) suggested that despite the rapid growth of ethical consumerism to date, this is only the beginning of a market which has immense future potential. The impact of crises including BSE and foot and mouth disease nitrofuranes, salmonellas and dioxin scare has focused attention on food production, quality, and food safety.

Stages of the Consumer Buying Process: Six Stages to the Consumer Buying Decision Process (For complex decisions).Actual purchasing is only one stage of the process. Not all decision processes lead to a purchase. All consumer decisions do not always include all 6 stages, determined by the degree of complexity...discussed next.

The 6 stages are: 1. Problem Recognition--difference between the desired state and the actual condition. Deficit in assortment of products. Hunger--Food. Hunger stimulates your need to eat. Can be stimulated by the marketer through product information--did not know you were deficient? I.E., see a commercial for a new pair of shoes, stimulates your recognition that you need a new pair of shoes. 2. Information search Internal search, memory. External search if you need more information.

Friends and relatives(word of mouth). Marketer dominated sources;compariso shopping; public sources etc. A successful information search leaves a buyer with possible alternatives, the evoked set. Hungry, want to go out and eat, evoked set is Chinese food Indian food burger king

3. Evaluation of Alternatives--need to establish criteria for evaluation, features the buyer wants or does not want.Rank/weight alternatives or resume search. May decide that you want to eat something spicy, Indian gets highest rank etc.If not satisfied with your choices then return to the search phase. Can you think of another restaurant? Look in the yellow pages etc. Information from different sources may be treated differently. Marketers try to influence by "framing"alternatives.

4. Purchase decision--Choose buying alternative, includesproduct, package, store, method of purchase etc. 5. Purchase--May differ from decision, time lapse between 4 &5, product availability. 6. Post-Purchase Evaluation--outcome: Satisfaction orDissatisfaction. CognitiveDissonance, have you made the right decision. This can be reduced by warranties, after sales communication etc.After eating an Indian meal, may think that really you wanted a Chinese meal instead.

Roles and Family Influences-Role...things you should do based on the expectations of you from your position within a group. People have many roles. Husband, father, employer, employee. Individuals role are continuing to change therefore marketers must continue to update information. Family is the most basic group a person belongs to. Marketers must understand: that many family decisions are made by the family unit consumer behavior starts in the family unit family roles and preferences are the model for children's future family (can reject/alter/etc) family buying decisions are a mixture of family interactions and individual decision making Family acts an interpreter of social and cultural values for the individual.

The Family life cycle: families go through stages; each stage creates different consumer demands:

Fast food is one of the worlds fastest growing food types. It now accounts for roughly half of all restaurant revenu in the developed countries, where it continues to expand. However some of the ,most raid growth is occurring in the developing world. where it is radically and heavily promoted .this empirical study focuses on the understanding of the consumer perception about fast food outets and quality, amdirnce and hygiene, service speed, price, location and parking, space, which affect the choice of fast food outiets in young consumers. Reference Groups-Individual identifies with the group to the extent that he takes on many of the values, attitudes or behaviors of the group members. Families, friends, sororities, civic and professional organizations. Any group that has a positive or negative influence on a persons attitude and behavior. Membership groups (belong to) Affinity marketing is focused on the desires of consumers that belong to reference groups. Fasat food Marketers get the groups to approve the product and communicate that approval to its members. Credit Cards etc.!! Aspiration groups (want to belong to) Disassociate groups (do not want to belong to) decision depends on an individuals susceptibility to reference group influence and the strength of his/her involvement with the group. Personal Factor Unique to a particular person. Demographic Factors, Sex, Race, Age etc. Who in the family is responsible for the decision making? Young people purchase things for different reasons than older people. Psychological factors Psychological factors include: Motives-A motive is an internal energizing force that orients a person's activities toward satisfying a need or achieving a goal. Actions are effected by a set of motives, not just one. If fast food marketers can identify motives then they can better develop a marketing mix . Perception

Perception is the process of selecting, restaurant and interpreting information inputs to fast food produce meaning. IE we chose what info we pay attention to, organize it and interpret it. Information inputs are the sensations received through sight, taste, quality, cost, clearity, service. Ability and Knowledge-Therefore to change consumers' behavior about Your fast food product, need to give them new information : product...free sample etc. When fast food making buying decisions, buyers must process information. Knowledge is the familiarity with the fast food product and buyers often use prices as an indicator of quality more than those who have knowledge of a product. Attitudes-Knowledge and positive and negative feelings about an food Individual learns attitudes through experience and interaction with other people. Consumer attitudes toward a firm and its products greatly influence the success or failure of the firm's marketing strategy and core. To change this they have a new slogan"Come ride with us". Attitudes and attitude change are influenced by consumers personality and lifestyle. Perception is the interpretation process by which consumers make sense of their own environment. Many people believe that perception is passive or rather that we see and hear what is out there very objectively. However, the truth is quite the contrary. People actually actively perceive stimuli and objects in their surrounding enviroments. Consumers see what they expect to see, and what they expect to see usually depends on their general beliefs and stereotypes. Since different groups (segments) of people have different general beliefs and stereotypes, they tend to perceive stimuli in the marketing environment differently. What does all of this mean for marketers? Basically, that marketers need to be aware of this fact about perception so that they may be able to tailor their marketing stimuli (i.e. ads, packaging, pricing, etc.) differently for the different segments they are targeting. Additionally, perceptual expectations can lead to illusions and illusions can be used to great effect in packaging and advertising.

Fast food or quick meals have become an essential part of bhilai lifestyles.Many people associate fast food with convenient food. teenagers and young adults are the primary targets of fast food centers .The fast food trend has finally come of age. Urban are amongst the top ten regular consumers of fast

across the sphere. The international fast food have redfined ambience, marketing strategy, and menu etc. According to the taste and preference. The success of McDonalds is because of its global and local mix of products and services.

NEED OF THE STUDY There are different national products present in Ambala. So to identify the customer & their buying behavior have been the focus of a number of national product. The result of these studies have been useful to the provide solution to Various fast food problem. Understanding buying behavior pattern per se is not enough without understanding the composition and origin of the customer. Today most of the Ambala customers are attracted by the imported fast food because of their high quality. So that most of the Ambala company product looses their credibility and loyalty in domestic customers.

DEFINING THE PROBLEM Consumer Buying Behavior Level of Involvement in purchase decision. Importance and intensity of interest in a fast food product in a particular situation. Buyers level of involvement determines why he/she is motivated to seek information about a certain fast food products and brands but virtually ignores others goods, products visible to others, and the higher the risk the higher the involvement. Types of risk: Personal risk Social risk Economic risk

The consumer buying behavior are: Routine Response/Programmed Behavior--Buying low involvement frequently purchased low cost food; need very little search and decision effort; purchased almost automatically. Examples include snack foods, milk etc. Limited Decision Making--Buying product occasionally.When you need to obtain information about unfamiliar brand in a familiar fast food product category, perhaps. Requires a moderate amount of time for information gathering.

Extensive Decision Making/Complex high involvement, unfamiliar, familiar expensive and/or infrequently bought fast food products. High degree of economic/ performance/ psychological risk. Impulse buying, no conscious planning. The purchase of the same fast food product does not always elicit the same Buying Behavior. Fast food Product can shift from one category to the next. For example: Going out for dinner for one person may be extensive decision making (for someone that does not go out often at all), but limited decision making for someone else. The reason for the dinner whether it is an anniversary celebration, or a meal with a couple of friends will also determine the extent of the decision making. Factors Affecting the Consumer Buying Decision Process o A consumer, making a purchase decision will be affected by the o following three factors: o Cultural and sub culture Factor o Social Factor o Personal Factor Culture and Sub-culture-Culture refers to the set of values, ideas, and attitudes that are accepted by a homogenous group of people and transmitted to the next generation. Culture also determines what is acceptable with fast food product advertising. Culture determines what people wear, eat, reside and travel. Cultural values are good health, education, individualism and freedom. In indiain culture time scarcity is a growing problem that is change in meals .Big impact on national fast food marketing. Culture can be divided into subcultures: geographic regions Human characteristics such as age and ethnic background.

Understanding Consumer Buying Behavior offers consumers greater satisfaction (Utility). We must assume that the company has adopted thefast food Marketing Concept and are consumer oriented. Social Factors:-Consumer wants, learning, motives etc. are influenced by opinion leaders, person's family, reference groups, social class and culture. OBJECTIVES OF THE STUDY

The systematic and objective identification, collection, analysis,dissemination, and use information for the purpose of assisting management in decision making related to the identification and solution of problem and opportunities in fast food marketing.When an industry comes in the competitive fast food market then the main problem comes in front of him is, how can survive in thefast food market. For this purpose they have tom know about their production process, employment process, distribution process, consumer needs and consumer behavior in fast food. The main purpose of the industry is to satisfy the consumer needs.Their all function rounds around the customer, they try to know the behavior of the customer and fulfill their goal and to know about the customers behavior they do fast food marketing research. In this era the fast food marketing research is the basic part of the industry. Fast foodMarketing research include the evaluation of the organizations all functions like their production, manufacturing, distribution, marketing , financial and human resources. We can say it is the internal research of an industry. There are some external factor which affects the growth of the organization like customer behavior about fast food and the political, technological, economical, and legal environment. And the most important factor is consumer buying behavior because this factor is responsible for the utilization of the product and ultimately sells of the product. So industry also needs the research on the consumer buying behavior. When we do the research on the consumer behavior about fast food we should know the entire factor which affects the consumer fsat food buying behavior. Social environment, education, culture and traditions,income, society are the factors which affect the buying behavior of the consumer. We can also divide it into geographic, demographic, psychological factor. The main objective of this study are To under stand why customer buy a particular product. To know the marketing opportunities. To know about customer acceptance of the product. To analyse the customer expectation from the manufacturer. To help the company to know what consumer want in the product. Why consumer prefer imported goods instead of indigenous goods. In the marketing research we firstly design our research.Our research can be Descriptive, explorative and casual research design.Casual research design is based on survey and observation. In this research process we are selected descriptive research design.

SCOPE OF THE STUDY:Each and every project study along with its certain objectives also have scope for future. And this scope in future gives to new researches a new need to research a new project with a new scope. Scope of the study not only consist one or two future business plan but sometime it also gives idea about a new business which becomes much more profitable for the researches then the older one. Scope of the study could give the projected scenario for a new successful strategy with a proper implementation plan. Whatever scope I observed in my project are not exactly having all the features of the scope which I described above but also not lacking all the features . Social class influences many aspects of our lives. i.e; upper middle class Indian prefer luxury cars Mercedes. Upper-upper class, .75%, inherited wealth, aristocratic names. Lower-upper class, 35-45%, newer social elite, from current professionals and corporate elite Upper-middle class, 65%, college graduates, managers and professionals Middle class, 32%, average pay white collar workers and blue collar friends Working class, 38%, average pay blue collar workers Lower class, 15%, working, not on welfare Lower-lower class, 10%, on welfare Social class determines to some extent, the types, quality, and quantity of products that a person buys or uses. Lower class people tend to stay close to home when shopping; do not engage in much pre-purchase information gathering.Stores project definite class images.Family, reference groups and social classes are all social influences on consumer behavior. All operate within a larger culture.

Literature Review Function that links the consumer, customer, and public to the marketer through informationinformation used to identify and define marketing opportunities and problems; to generate, refine, and evaluate marketing actions; to monitor marketing performance; and to improve understanding of the marketing process. Marketing research specifies the information required to address these issues, designs the methods for collecting information, manages and implements the data collection process, analyzes, and communicates the findings and their implications.. Briefly it is a systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company, allows management to make the changes necessary for better results through adopting a proactive approach. Therefore, if a company wants to know what type of products or services would be profitable it should make a market research. Furthermore, a comprehensive research will enable the company to know about the product imperfections (if there are) and to know if it has been able to satisfy customers needs. It attempts to provide accurate information that reflects a true state of affairs. Due to market research the company can formulate a viable marketing plan and estimate the success of its existing plan. There are two main sources of marketing research information:Primary marketing research is collected for the first time if the company has enough money to finance it, but in most case it is the second more accurate one. It is original and collected for a specific purpose, or to solve a specific problem. Primary research delivers more specific results than secondary research, more expensive and time consuming, which are an especially... Philip Kotler (1994) Today the demand for the, hectic lifestyles, timesaving products are increasingly. Obliviously one of the example is Fast Food Industry. The rate of growth in consumer expenditures on fast food has led most other segments of the food-away-from home market for much of the last two decades. Since 1982, there is growth rate in consumer spending at fast food. The consumers spent at fast food outlets

grew at an annually he proportion of away-from-home food expenditures on fast food also increased. D. Jekanowski, January-April 1999 All over the, local governments are faced with federal and state cuts to their budget which have caused tension in their delivery of services and programs. Municipalities are trying many different solutions to help reduce the pressure on their budgets while still meeting the needs of their citizens.

The word fiscal stress is very common among federal, state, and local governments. What does fiscal stress mean to state and local governments? "In terms of a structural definition fiscal stress can be described as constraints put on the local government by its economy (its economic base), its population's structure (determining the extent of service need), and the cost of providing a unit of service " (Diaz and Green,Winter 2001).

CHAPTER (II) RESEARCH METHODOLOGY

Research Methodology:The research carried out under the topic, was based on the combination of primary and secondary data. The questionnaire method was adopted. A sample of 18 outlets, which included big brands and local brands like annapurna ,ovenfresh was for this purpose.. The sample of strategy applied in this regard was random. The research design was a blend of descriptive and exploratory method. The customers were given the questionnaires. The ranking scale method was applied in this process. The research comprises of defining and redefining problems, formulating hypothesis or suggested solutions; collecting, organizing and evaluating data, making deductions and reaching conclusion; and at last carefully testing the conclusions to determine whether they fit formulating hypothesis. The research process is carried out to a series of step, which are required to be taken in chorological order. The major marketing research steps are as follows: Problem identification. Research design. Fieldwork. Data analysis & interpretation. Report Presentation. Problem Identification:The first and foremost step in this research is to identify the problem chosen for investigation. The step has very significance, once it is said A Problem well identified is half way to solution. On the other hand if the problem identified vaguely, a wrong problem is identified, or research is not clarified, then the research result may be completely useless for the management, and the research effort of the investigation will be a futile exercise. Research Design:A research design is a master plan or model for the formal investigation. Once the formal investigation is decided, the researcher must formulate the formal plan of investigation. A

research design id the specification of methods & procedure, for acquiring the information needed for solving the problem. The formal investigation plan will concentrate on the selection of sources of information and the selection of methods and procedures for gathering the data. Data gathering forms are prepared. Questionnaires are tested, samples for investigations are planned. There are three basic types of research design:-

Descriptive

Exploratory

Casual

In my research I have used the descriptive research design Descriptive Research Design:The descriptive study is typically concerned with determining frequency with which some thing occurs or variable vary together this study is guided by an initial hypothesis. Descriptive studies are those studies, which are concerned with describing the characteristics of a particular individual, or of a group. Descriptive research includes surveys and fact-finding enquiries of different kinds. The major purpose of descriptive research is description of the state of affairs as it exits at present. In social science and business research we quit use the term Ex post facto research for descriptive research studies.

Research process in flow chart:-

Define research problem

Review the literature

Formulate hypothesis

Design research (including sample design)

Collect data (execution)

Analyse data (test hypothesis if any)

DATA SOURCE:-

Interpret & report

There are two sources of data collection: Primary data source Secondary data source. Primary Data: Primary data are those data, which are obtained for the first time by the investigator grouping has been made, the instance being recorded or itemized encountered. The source of primary data used in my project is the questionnaire. Primary are the raw data like raw material. Primary data are according to object of investigation and used without correction. The collection of primary data requires large sum, energy and time. Precautions are not necessary in the use of the primary data. Secondary Data: Secondary data means data that are already available i.e.; they refer to the data, which have already been collected and analyzed by some one else. When the researcher utilizes secondary data, then he has to look in to various sources from where he can obtain them. In this cause he is certainly not confronted with the problems that are usually associated with the collection of original data. Secondary data may either be published data or unpublished data. BASIC DATA COLLECTION METHOD There are two basic methods available for collection of data these are. 1) Questionnaire method or survey method. 2) Observation method. himself. In

order words, by primary data we mean those data, which are originally, i.e., those in which little or no

Questionnaire method: This method refers to all those method which are required for obtaining the needed information from the respondents for the purpose of understanding and predicting some aspect of behavior of population of interest. TYPES OF QUESTIONNAIRE METHOD: 1) Structure / Disguised. 2) Structure / None Disguised. 3) Non-structure /disguised. 4) Non structure / Non disguised Questionnaire had been prepared to get the response of the people as per guided by the organizational guide. To provide the best end results without any kind of biasness, which can give a brief idea about sampling and would be beneficial for making inferences for tabulations and calculations with research instruments? I made a survey through questionnaire as prepared by me. The relevant data and information for the survey was collected through both primary source as well as secondary source. The primary data were collected directly from the sample business man customer. Secondary source includes magazines as well as reports available in the department and Internet. Secondary information mainly provided the background for the survey and help in providing information in the subjects for which sufficient primary information was not available .As a data collection method I have used the Questionnaire Method. Why a Questionnaire Method has been adopted? Questionnaire consists of a balanced no. Of close ended and open ended questionnaire mainly of multiple choices and scaling technique for some question where its necessary. Besides there are sufficient number of open ended question for the allowing the respondents to speak

OBSERVATION METHOD:It is the method in which respondents are simply observed and his action is recorded either by physically watching him or through certain mechanical and electronic devices. Types of observation method: 1) Structured / Disguised. 2) Structured / None Disguised. 3) Non-structured/disguised.

4) Non structured / Non disguised

BASIC STRUCTURE OF COLLECTING DATA-

Segmentation of People

Meeting with people

Filling up Questionnaire And Schedule

There are mainly two :Research instruments for collecting data. 1) Questionnaires

2) Mechanical Devices

QUESTIONNAIRES:This questionnaire consists of asset of questions presented to respondents for their answer. The questions present in the questionnaires are basically of three types.

a) Open ended questions. b) Close ended questions. c) Dichotomous question..

SAMPLING DESIGN:Sampling plan consists of sampling unit, sampling size and sampling procedure therefore it is necessary to find out sampling plan if population is 100. Sample Design Consists of: Experimental Research design Exploratory Research design Descriptive Research design.

SAMPLING PLAN-

It is a plan, which determines the type of respondents and their number from whom researcher has to collect the data. This plan calls for four decision. 1) Sampling Unit. 2) Sampling Size. 3) Sampling Procedure. 4) Medium for collecting sample.

SAMPLING UNIT:In this the researcher designs the target population that will be sampled. Once the sampling unit is determined sampling frame has to be prepared so that each and every one in the target population has an equal chance of being sampled. SAMPLING SIZE:In this researcher determines the 100 people to be surveyed. SAMPLING PROCEDURE:The selection of units from sampling frame, termed, as sampling unit is the process There are mainly two type of sampling approaches. of sampling.

PROBABILITY SAMPLING:In this method every unit in the sampling frame has an equal or known chance of being included in the sample. NON-PROBABILITY SAMPLING:The chance that a sampling unit would be selected to be included in sample cannot be estimated.

MEDIUM FOR COLLECTING SAMPLE:In this the researcher determines the method through which the subject should be contacted. This include following three method. 1) Street interviewing. 2) Personal interview. RESEARCH DESIGN:Considering the importance of the objectives of study and also the importance of decision area it was decided to undertake an exploratory survey first. customers were observed by the interview held through structured questionnaire along with open ended and close ended question.

DATA COLLECTION METHODThe relevant data and information for the survey was collected through both primary source as well as secondary source. The primary data were collected directly from the sample business man customer. Secondary source includes magazines as well as reports available in the department and Internet. Secondary information mainly provided the background for the survey and help in providing information in the subjects for which sufficient primary information was not available.

As a data collection method I have used the Questionnaire Method. Why a Questionnaire Method has been adopted? Questionnaire consists of a balanced no. Of close ended and open ended questionnaire mainly of multiple choices and scaling technique for some question where its necessary. Besides there are sufficient no. Of open ended question for the allowing the respondents to speak freely Questionnaire had been prepared to get the response of the people as per guided by the organizational guide. To provide the best end results without any kind of biasness, which can give a brief idea about sampling and would be beneficial for making inferences for tabulations and calculations with research instruments? I made a survey through questionnaire as prepared by me. . SAMPLING PLANConsidering the importance of the topic and limitation of time, TECHNIQUE USE OF ANALYSIS OF DATA-

For the analysis of the Percentage & random sampling has been used. On Percentage & random sampling are used to measure different psychological aspects such as attitudes, perceptions and preference of people with the help of certain pre-defined set of stimuli and instructions. We show our graphical presentation in percentage.

MEDIUM FOR COLLECTING SAMPLEPersonal interview through structured questionnaire was considered most appropriate means for contacting businessman customer

GEOGRAPHICAL AREA COVEThe whole fieldwork has been done in Ambala city.

Thus in short the research methodology of the survey is following:Research Design Data collecting Structured questionnaire with open ended & close Ended question. Primary data collected through questionnaire. Secondary data from books, Magazines, Sample unit Sample size Sampling technique Medium of collection sample Internet calash fast food restaurant Customer 100 Non probabilistic stratified random sampling. Personal interview using questionnaire

Generally a research methodology comprises of the following stepsSino. Step1. Step2. Step3. Step4. General Methodology To decide the objective of the study. To decide the research design To determine the source of data To design data collection form

Step5. Step6. Step7. Step8.

To determine sampling design and sample size. To organize and conduct the fieldwork. To process and analyze the collected data. To prepare the research report

Sample Plan:Sampling Design Sample Size Sample Element : : : Simple Random Design 100 STUDENT SERVICE CLASS BUSINESS CLASS HOUSEHOLD 25 25 25 25

LIMITATIONThe time to collect the data for the research was less time. 1) Selection of the techniques. 2) Unwillingness of the respondents to answer the questions, As they do not take them seriously. 3) Incomplete knowledge about the subject, the accuracy of data. 4) They dont have time so they answer in hurry. 5) The situation in which the customer answering, he may not like to answer is presence of the people. the

CHAPTER-3

QUESTIONNARIE Respected sir\madam, I am a student of Runt college of Engineering and technology. My name is Aditya Gupta student of Surya School Of Management Management. I am doing a research on COSUMER BEHAVIOUR ABOUT FAST FOOD In this regard I need your kind cooperation which will be kept confidential and will not be misused. The success of this research will depend on your true and clear response 1...Demographic information Gender: A) - Male ( Age:a) - Below 18 ( ) C-: 25-45 ( ) b) - 18-25 ( d) - above 45 ( ) ) ) b) - Female ( )

Profession

A) - Student ( C-business ( )

b) - Student ( d) - Housewife (

) ) e) - Any other ( )

Average yearly Income: A)-Less Than 1, 00,000 C-1, 25,000-1, 50,000 2. Do you like a fast food? ( ( ) ) b)-1, 00,000-1, 25,000 ( d) - More than 1, 50,000 ( ) )

a. Yes

( )

b. No ( )

3. What type of fast food do you prefer? a. Pizza ( ) b.Berger ( ) c.Hotdog ( ) definer chips ( ) another ( )

prefrences
e 24% d 7% c 8% b 17% a 44%

4. How often do you visit a fast food restaurant per week? a. Less then 2 times ( d. More then 7 time ( ) b. 2-4 times ( ) e. Other time ( ) c. 5-7 times ( ) )

S eries1
a b c d e

5. The quality of food is excellent? a. Strongly Disagree ( ) D.Somewhat Agree ( ) b. Somewhat Disagree ( ) c. Neutral e. Strongly Agree ( ) ( )

S ales
e 23% b 17% c 8% a 45%

d 7%

6. The service is excellent? a. Strongly Disagree ( ) D.Somewhat Agree ( ) b.Somewhat Disagree ( ) e.Strongly Agree ( ) c.Neutral ( )

S ales
e 36% a 38%

d 5%

c 6%

b 15%

7. Cleanliness? A. Strongly Disagree ( ) b.Somewhat Disagree ( ) c. Neutral ( )

D.Somewhat Agree (

e.Strongly Agree (

ChartTitle
Series1 Series2 Series3

8. Decoration is suitable? a. Strongly Disagree ( ) b. Somewhat Disagree ( ) c. Neutral ( )

D ecoration
Series1 Series2 Series3

9. What time of day do you eat fast-food? a. Before 11am ( ) b.Between 11am and 2pm ( e. After 10pm ( ) c. between 2pm and 6pm ( ) f. other time ( ) )

d. Between 6pm and 10pm ( )

14 12 10 8 6 4 2 0 a b c Series1 d Series2 e Series3 f

10. Do you sell our Companys eating fast food? Ayes ( ) bane ( )

S ales
0% b 28% a 72% 0%

11. How often do you use fast-food services? a) Once a week ( b) Twice a week ( c) Once a month ( ) ) )
Series1 Series2 Series3

12 . What facilities are most important to you within a fast-food restaurant? a. Table & chair ( e. Lighting ( ) b. Decoration ( ) c. TV ( ) d. Internet ( ) ) f. Other facility

Series1

Series2

13. The food is served hot and fresh? a. Strongly Disagree ( Agree ( ) ) b. Somewhat Disagree ( ) c. Neutral ( )

S ales
a 28% 42% b c d e

6% 7% 17%

14 Menu has a good variety of items? A. Strongly Disagree ( ) ) b.Somewhat Disagree ( ) c. Neutral ( )

D.Somewhat Agree ( E. donot Agree ( )

15.Employees are friendly and courteous? a.Strongly Disagree ( ) b. Somewhat Disagree ( ) c. Neutral d. Somewhat Agree ( ) e.Strongly Agree ( ) ( )

16. Would you like to have the calorie information of the foods? a. Yes ( ) b. No ( )

10 8 6 4 2 0 a b Series3 Series2 Series1

17. a. Yes

Are ( )

you

satisfied

with

the

packaging

of

fast

food?

b. No ( )

c. Cant say ( )

50 40 30 20 10 0 a b c Series 2 Series1

Series 1

Series 2

18. How much would you spend on BREAKFAST at the fast-food restaurant? A. below 18 rest ( ) b. 18 25 rest ( ) c. Above 25 rest ( ) doter rupee

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% a b c

Series3 Series2 Series1

19. How much would you spend on LUNCH at the fast-food restaurant? . Below 30 rest ( ) b. 30 50 rest ( ) c. above 50rs ( ) doter rupee

c 10%

d 8%

b 23%

a 59%

20. How much would you spend on DINNER at the fast-food restaurant? Below 30 rest ( ) b. 30 50 rest ( ) c. above 60rs ( ) doter rupee

c 10%

d 8% a 59%

b 23%

21. The food is a good value for rupees a. Strongly Disagree ( ) b. Somewhat Disagree ( ) e. Strongly Agree ( ) ) c. Neutral ( )

d. Somewhat Agree (

e 30%

a 41%

d 6%

c 7%

b 16%

Facts Analyzed in the Report

Market size of the fast food industry.

Facts Analyzed in the Report Market size of fast food industry. In-depth analysis of various segments of the industry.

Study of factors that are driving the industry. Thorough assessment of key opportunity areas and issues to be addressed.

Analyzed in the Report This section gives a brief profiling on the major foreign and domestic players in the fast food industry, including McDonald's Corporation, ovenfresh, Pizza hut, Chines fast food, annapurna, etc.

Analysis Methods Analysis and forecast given in consumer perception about fast food is based upon various macro & micro economic, sector and industry specific fast food databases. The most important platform for forecast is our in-house statistical and analytical model which takes in account the past and current trends in the economy and more specifically in an industry. Also all the assumption and estimation are calculated using relationship between various fast food industry and macroeconomic variable. Finally, our forecasting process is also informed by the active involvement of our analysts, industry experts. Involvement of these experts helps us to maintain the required accuracy and the desirable check on the quality of the data.

CHAPTER-4
Findings of the Report

Employment rate in surging high, making people busier. The increasingly busier lifestyle, particularly in urban regions, is leading to a rising demand for fast food. Largest fast food consuming nation in the India. The share of fast food in retail industry is expected to reach 9.3% by 2011 from 7.4% in 2010.

Conclusion Fast food companies did not have experience of this type of packaging. They were generally supportive of the concept and all felt fast food should be exporting fast food in consumer-ready packs. Reaction was favorable and some companies were very interested in knowing more about the system. However, others felt it is unlikely to be of interest to them. the main role for an anoxic system is probably not a mainstream one but it may have a place in meeting particular fast food market needs. The system was more suited to smaller retail outlets that dont want to maintain retail some companies felt it is a fast food idea but were not interested due to the amount of new plant and retail investment in cutting facilities in recent years.

Despite the fact that an anoxic packaging system did not fit in with the present cutting and distribution policies, some were still interested and would welcome a trial shipment but they expect the system to be well developed before such a trial is undertaken.

CHAPTER-5
Suggestions and Recommendations Suggestions:i. Provide good service for costomer

ii. It should be made clear iii. It should provide a Fast service iv. It should be provide a extra facility v. It should be a good manner vi. Increase a business

CHAPTER-6
REFERENCE:BIBLIOGRAPHY:Websites: www.scribd.com www.wikipedia.com www.mutualfundsindia.com www.icmrindia.com www.papers.ssm.com www.iadb.org www.moneycontrol.com www.yahoofinance.com www.rediffmoney.com www.nseindia.com www.investopedia.com

Journals & other references:

Icfai Journals of Service Marketing The Economic Times Business Standard The Telegraph Business India Fact sheet and statements of various fund houses.

Appendix

V1.Fast food Information 1: I know information about fast food . 2: Fast food gives me a feeling of goodwill. 3: Fast food is a well-known brand. V2.Word-of-Mouth 1: I trust specific word-of-mouth associated directly with my purchase. 2: I am interested in information I receive through word-of-mouth communication. 3: I can believe information I acquire through friends' or colleagues' recommendations. V3.Customized Information. 1:Web site provides useful information to me. 2: Web site provides specific information relevant to me. 3: I pay attention to specific information sent by e-mail from e-mail site.

QUESTIONNARIE Respected sir\madam,

My name is Aditya Gupta student of Surya School Of Management Management. I am doing a research on COSUMER BEHAVIOUR ABOUT FAST FOOD In this regard I need your kind cooperation which will be kept confidential and will not be misused. The success of this research will depend on your true and clear response 1..Demographic information Gender: a)- Male ( Age:a)- Below 18 ( c)-: 25-45 ( Profession a)- Student ( ) b)- Student ( d)- Housewife ( ) ) e)- Any Other ( ) ) ) b)- 18-25 ( d)- above 45 ( ) ) ) b)- Female ( )

c)-business ( )

Average yearly Income: a)-Less Than 1,00,000 ( ) b)-1,00,000-1,25,000 ( )

c)-1,25,000-1,50,000 2. Do you like a fast food? a. Yes ( ) b. No ( )

d)- More than 1,50,000 (

3. What type of fast food do you prefer? a. Pizza ( ) b. Berger ( ) c. Hotdog ( ) d. Finger chips ( ) e. Other ( )

4. How often do you visit a fast food restaurant per week? a. Less then 2 times ( d. More then 7 time ( ) b. 2-4 times ( ) e. Other time ( ) ) c. 5-7 times ( )

5. The quality of food is excellent? a. Strongly Disagree ( ) d. Somewhat Agree ( ) 6. The service is excellent? a. Strongly Disagree ( ) d. Somewhat Agree ( ) b. Somewhat Disagree ( ) e. Strongly Agree ( ) c. Neutral ( ) b. Somewhat Disagree ( ) c. Neutral e. Strongly Agree ( ) ( )

7.Cleanliness? a. Strongly Disagree ( ) d. Somewhat Agree ( ) 8.Decoration is suitable ? a. Strongly Disagree ( ) d.Somewhat Agree ( ) b. Somewhat Disagree ( ) c. Neutral e..Strongly Agree ( ) ( ) b. Somewhat Disagree ( ) c. Neutral e. Strongly Agree ( ) ( )

9. What time of day do you eat fast-food? a.Before 11am ( ) b.Between 11am and 2pm ( ) c. Between 2pm and 6pm ( ) e. After 10pm ( ) f. other time ( ) d. Between 6pm and 10pm ( )

10.Do you sell our Companys eatting fast food? a.Yes ( ) b.No ( ) 11. How often do you use fast-food services? a)Once a week ( b) Twice a week ( c) Once a month ( ) ) )

12.What facilities are most important to you within a fast-food restaurant? a.Table & chair ( ) b. Decoration ( ) c. TV ( ) d. Internet ( )

13.The food is served hot and fresh? a.Strongly Disagree ( ) b.Somewhat Disagree ( e.Strongly Agree ( ) c.Neutral ) ( )

d.Somewhat Agree ( ) f. Lighting (

) g. Other facility

14.The menu has a good variety of items? a.Strongly Disagree ( d.Somewhat Agree ( ) b. Somewhat Disagree ( ) e.Strongly Agree ( ) ) c. Neutral ( )

15.Employees are friendly and courteous? a.Strongly Disagree ( ) b. Somewhat Disagree ( ) c. Neutral ( )

d. Somewhat Agree ( )

e.Strongly Agree ( )

16.Would you like to have the calorie information of the foods?

a. Yes 17.Are a. Yes

( )

b. No ( ) you satisfied b. No ( ) with c. Cant say ( ) the packaging of fast food?

( )

18.How much would you spend on BREAKFAST at the fast-food resturant? a. Below 18 rs( ) b. 18 25 rs ( ) c. Above 25 rs ( ) d. Other rupee

19.How much would you spend on LUNCH at the fast-food restaurant? a. Below 30 rs( ) b. 30 50 rs ( ) c. Above 50rs ( ) d. Other rupee

20.How much would you spend on DINNER at the fast-food restaurant? a. Below 30 rs ( ) b. 30 50 rs ( ) c. Above 60rs ( ) d. Other rupee

21.The food is a good value for ruppes A. Strongly Disagree ( ) e. Somewhat Agree ( ) b. Somewhat Disagree ( ) c. Neutral d. Strongly Agree ( ) ( )