Академический Документы
Профессиональный Документы
Культура Документы
Introduction
Fast food is the term given to food that can be prepared and served very
quickly. While any meal with low preparation time can be considered to be
fast food, typically the term refers to food sold in a restaurant or store
with low quality preparation and served to the customer in a packaged
form for take-out/take-away.
History
The concept of ready-cooked food for sale is closely connected with urban
development. In Ancient Rome cities had street stands that sold bread and
wine. A fixture of East Asian cities is the noodle shop. Flatbread and falafel
are today ubiquitous in the Middle East. Popular Indian fast food dishes
include vada pav, panipuri and dahi vada. In the French-speaking nations
of West Africa, roadside stands in and around the larger cities continue to
sell—as they have done for generations—a range of ready-to-eat, char-
grilled meat sticks known locally as brochettes.
On the go
Fast food outlets are take-away or take-out providers, often with a "drive-
through" service which allows customers to order and pick up food from
their cars; but most also have a seating area in which customers can eat
the food on the premises. People eat there more than five times a week
and often, one or more of those five times is at a fast food restaurant.
Nearly from its inception, fast food has been designed to be eaten "on the
go", often does not require traditional cutlery, and is eaten as a finger
food. Common menu items at fast food outlets include fish and chips,
sandwiches, pitas, hamburgers, fried chicken, French fries, chicken
nuggets, tacos, pizza, hot dogs, and ice cream, although many fast food
restaurants offer "slower" foods like chili, mashed potatoes, and salads.
Variants
Although fast food often brings to mind traditional American fast food
such as hamburgers and fries, there are many other forms of fast food
that enjoy widespread popularity in the West.
Fish and chip shops are a form of fast food popular in the United Kingdom,
Australia and New Zealand. Fish is battered and then deep fried.The Dutch
have their own types of fast food. A Dutch fast food meal often consists of
a portion of French fries .
Business
In the United States alone, consumers spent about US$110 billion on fast
food in 2000 (which increased from US$6 billion in 1970). The National
Restaurant Association forecasted that fast food restaurants in the U.S.
would reach US$142 billion in sales in 2006, a 5% increase over 2005. In
comparison, the full-service restaurant segment of the food industry is
expected to generate $173 billion in sales.
Today, more than 10 million workers are employed in the areas of food
preparation and food servicing including fast food in the world.
Employees are the backbone of the fast food industry. Proper training is
crucial to the orderly and quick service customers expect. Yet, employee
turnover can be as high as 200% per year. With such a turnover, owner-
operators of franchise and non-franchise restaurants have the daunting
task of constantly training an entirely new workforce. Policies and
procedures need to be explained to each new employee.
Globalization
In 2006, the global fast food market grew by 4.8% and reached a value of
102.4 billion and a volume of 80.3 billion transactions. In India alone the
fast food industry is growing by 40% a year. McDonald's is located in 120
countries and on 6 continents and operates over 31,000 restaurants
worldwide.
Health issue
Tran’s fats which are commonly found in fast food have been shown in
many tests to have a negative health effect on the body.
The fast food consumption has been shown to increase calorie intake,
promote weight gain, and elevate risk for diabetes. The Centers for
Disease Control and Prevention ranked obesity as the number one health
threat for Americans in 2004. It is the second leading cause of preventable
death in the United States and results in 400,000 deaths each year.
PROBLEMS OF INDUSTRY
Environmental friendly products cost high: government is legislating
laws in order to keep check on the fast food industry and it is emphasizing
more on the usage of bio-degradable and environment friendly products. But
associated with this issue is the problem that fast food player faces - the cost
associated with the environment friendly product. They cost much higher
than the normal products that companies uses for packaging or wrapping
their products.
The success of fast foods arose from the changes in our living conditions:
1. Many women or both parents now work
2. There are increased numbers of single-parent households
3. Long distances to school and work are common
4. Usually, lunch times are short
5. There's often not enough time or opportunity to shop carefully for
groceries, or to cook and eat with one's family. Especially on
weekdays, fast food outside the home is the only solution.
Products
The famous paper bucket that KFC uses for its larger sized orders of chicken and
has come to signify the company was originally created by Wendy's restaurants
founder Dave Thomas. Thomas was originally a franchisee of the original
Kentucky Fried Chicken and operated several outlets in the Columbus, Ohio area.
His reasoning behind using the paper packaging was that it helped keep the
chicken crispy by wicking away excess moisture. Thomas was also responsible
for the creation of the famous rotating bucket sign that came to be used at most
KFC locations in the US.
Menu items
KFC's specialty is fried chicken served in various forms. KFC's primary product is
pressure-fried pieces of chicken made with original recipe. The other chicken
offering, extra crispy, is made using a garlic marinade and double dipping the
chicken in flour before deep frying in a standard industrial kitchen type machine.
Discontinued products
The Colonel's Rotisserie Gold – This product was introduced in the 1990s as a
response to the Boston Market chain's roasted chicken products, and a healthier
mindset of the general public avoiding fried food. Purportedly made from a "lost"
Col. Sanders recipe, it was sold as a whole roaster or a half bird.[28]
Tender Roast Chicken – This product was an off-shoot of 'The Colonel's Rotisserie
Gold'. Instead of whole and half birds, customers were given quarter roasted
chicken pieces. For a time, customers could request chicken "original", "Extra
Tasty Crispy", or "Tender Roast".
Smokey Chipotle – Introduced in April 2008. The chicken was dipped in chipotle
sauce then doubled breaded and fried. It has been discontinued since August
2008.
Nutritional value
KFC formerly used partially hydrogenated oil in its fried foods. This oil
contains relatively high levels of trans fat, which increases the risk of
heart disease. The Center for Science in the Public Interest (CSPI) filed a
court case against KFC, with the aim of making it use other types of oils or
make sure customers know about Trans fat content immediately before
they buy food.
In October 2006, KFC announced that it would begin frying its chicken in trans
fat-free oil. This would also apply to their potato wedges and other fried foods,
however, the biscuits.
Advertising
KFC fast-food chains are currently under the restaurant division of PepsiCo
Incorporated. Some major threats include the changing attitudes of
society toward healthier eating habits, KFC has more than 9,800 outlets
located in 77 countries. In marketing, KFC restaurants are not restricted
from locating within close proximity of other KFC restaurants. There are
two alternative strategies for KFC. The first strategy involves keeping
PepsiCo beverage division and snack foods division together, and a
divestiture of PepsiCo restaurant division; selling Taco Bell, Pizza Hut, and
KFC.
Present Situation
Strengths
The secret recipe has long been a source of advertising, and allowed KFC
to set itself apart. Also, KFC was the first chain to enter the fast-food
industry, just before McDonald's, which opened its first store a year later,
and the "secret recipe" was the initial home replacement strategy.
KFC's early entrance into the fast-food industry in 1954 allowed KFC to
develop strong brand name recognition and a strong foothold in the
industry. The Colonel is KFC's original owner and a very recognizable
figure, both in the U.S. and internationally, in their new logo. In fact, in the
fourth annual LogoValue Survey, done by The Schecter Group, the KFC
logo was the only one which significantly enhance the brand's image .
Due to the strong competition in the US, the fast-food chains are reluctant
to raise prices to increase profit. Many of the chains are turning to
operating efficiencies to increase profit. For many companies, operating
efficiencies are achieved through improvements in customer service,
cleaner restaurants, faster and friendlier service, and continued high-
quality products.
Weaknesses
Between 1971 and 1986, KFC was sold three times. The first two sales, to
Heublein, Inc and to R.J. Reynolds, left the company largely autonomous. It
wasn't until the sale to PepsiCo in 1986 that changes in top management
started to take place. These changes happened almost immediately after
the sale.
Because of the nature of the chicken segment of the fast food industry,
innovation was never a primary strategy for KFC. However, during the late
1980's, other fast food chains, such as McDonald's, began to offer chicken
as a
Menu option. During this time, McDonald's had already introduced the
McChicken while KFC was still testing its own chicken sandwich. This delay
significantly increased the cost of developing consumer awareness for the
KFC sandwich.
While KFC's culture was largely based on the Colonel's laid back approach
to management, while PepsiCo's culture is more of a "fast track" attitude.
Employees do not have the same level of job security that they enjoyed
before the PepsiCo acquisition
Problems
Prime locations have increased in cost due to limited room for expansion.
New technology has increased efficiencies, but resulted in greater
increased start up costs. Restaurant and equipment packages range from
$500,000 to $1,000,000.
Achievements:
KFC is one of the most renowned world gastronomic brand names.
Kentucky Fried Chicken products are currently offered in 80 countries
worldwide and in more than 11,000 restaurants which are visited on a
daily basis by almost 8 million customers. Globally, KFC employs
approximately 290,000 people, Worldwide, a new KFC restaurant is
opened almost every day.
In 2004 the “KFC Excellent” range - three types of salad (Caesar, Garden
and Mandarin) obtained the prize for “Worldwide Best Practice Award
2004” in the category of best product and best marketing campaign and
its implementation in the restaurants. This prize is distributed each year
by YUM Restaurants International.According to the ratings for “Most
expensive world brands 2004” conducted by the American weekly
‘Business Week’, KFC was positioned 54th place; currently valued at 5.1
billion USD.
DOMINO’S
MARKET GROWTH
MARKET STRATEGIES
MARKET SHARE
The organized pizza market in India is worth Rs.500 crore and Domino’s
has a substantial 45% market share, and registered a healthy growth of
60% over last year. The main target for new outlets shall be metro cities
though Tier II cities would also receive a fair amount of attention.
Currently Domino’s sells around 35,000 pizza every day, of which around
1% are given free on account of its “30 minutes or free” model. 65
percent of its revenue comes from home delivery service; around 35
percent is from sales in premise.
COMPETITORS
Fast food is one of the world's fastest growing food types. It now accounts
for roughly half of all restaurant revenues in the developed countries and
continues to expand there and in many other industrial countries in the
coming years. But some of the most rapid growth is occurring in the
developing world; where it's radically changing the way people eat. People
buy fast food because it's cheap, easy to prepare, and heavily promoted.
This paper aims at providing information about fast food industry, its
trend, reason for its emergence and several other factors that are
responsible for its growth. India is a developing country with 2 percent of
organized and 98 percent of unorganized sector. So most of the fast foods
came into Indian market as India has a high growth in every sector. Some
of the competitors of domino’s are
McDonald's
Pizza Hut
Barista
Coffee Day
MC Donald’s
Products
McDonald's predominantly sells hamburgers, various types of chicken
sandwiches and products, French fries, soft drinks, breakfast items,
and desserts. In most markets, McDonald's offers salads and
vegetarian items, wraps and other localized fare. Portugal is the only
country with McDonald's restaurants serving soup. This local deviation
from the standard menu is a characteristic for which the chain is
particularly known, and one which is employed either to abide by regional
food taboos (such as the religious prohibition of beef consumption in
India) or to make available foods with which the regional market is more
familiar (such as the sale of McRice in Indonesia).
Advertising
McDonald's has for decades maintained an extensive advertising
campaign. In addition to the usual media (television, radio, and
newspaper), the company makes significant use of billboards and signage,
sponsors sporting events ranging from Little League to the Olympic
Games, and makes coolers of orange drink with their logo available for
local events of all kinds. Nonetheless, television has always played a
central role in the company's advertising strategy.
BARISTA
Barista coffee was establishes in 1999 with the aim of identifying growth
opportunities in
To share our cup of joy, we have always stuck to our Italian roots, guarding
them zealously to ensure that our espresso bars reflect the warmth and
character of traditional Italian coffee houses. And in the process, make
Barista Lavazza the place ‘where the world meets’.
Café Coffee Day is a chain of coffee shops in India having its headquarters in
Chikkamagaluru, Karnataka. A division of Amalgamated Bean Coffee Trading Company Ltd.
(ABCTCL), it is commonly known as Coffee Day or CCD. It opened its first cafe in 1996 on
Brigade Road in Bangalore, and today has the largest cafe retail chain in India – with over
800 cafes in 112 cities.
Large number of coffee day cafes are located in Bangalore. The cafe chain has had much
success riding, and to some extent creating, the cafe culture wave that swept across
metropolitan India following strong economic growth resulting in an increase in youth
spending power. It has even tied up with World Space and Micro sense to enable its cafes
with satellite radio and Wi-Fi, respectively. Its first Wi-Fi cafe was opened on Lavelle Road,
Bangalore.
Café Coffee Day sources coffee from 5000 acres of coffee estates, the second largest in Asia,
that is owned by a sister concern and from 11,000 small growers. It is one of India’s leading
coffee exporters, with clients across the USA, Middle East, Europe and Japan.
With its roots in Chikmagalur, the home to some of the best Indian coffees, Coffee Day has
its business spanning the entire value chain of coffee consumption in India. Its different
divisions include: Coffee Day Fresh 'n' Ground (which owns 450 coffee bean and powder
retail outlets), Coffee Day Xpress (which owns 730 Coffee Day kiosks), Coffee Day
Takeaway (which owns 9000 vending machines), Coffee Day Exports and Coffee Day
Perfect (FMCG Packaged Coffee) division. It is entering the European market by opening
two Cafés in Austria as well, making forays into Pakistan and Germany to set up cafes
abroad. The strategy CCD has adapted is to place a cafe in every possible location where
some business can be generated. So in Bangalore, in the main shopping district, there are six
outlets in a 2 km radius and overall 120 cafes in Bangalore alone.
Another model which CCD has adapted is to be present in educational institutions and
corporate campuses either in the form of detailed cafes or its economical model of CCD
express.
These innovative strategies have ensured that the competition is at bay and ensured CCD's
dominance in the Indian market though many of its outlets are incurring losses.
• Barista
• Cafe Mocha
• Costa Coffee
• The Coffee Bean & Tea Leaf
LITERATURE REVIEW
Zenk, S. et al. “Neighborhood Racial Composition, Neighborhood
Poverty and the Spatial Accessibility of Fast Food Stores in
Metropolitan Detroit”. American Journal of Public (2005); 95(4).
Abstract: Residential environment is clearly related to health, specifically
dietary health. In fact, many of the most serious chronic illnesses in the
United States are associated with dietary deficiencies. Proper access to
nutritious foods is essential to decreasing dietary related chronic illness.
Supermarkets provide dietary health resources through higher quality and
lower costs of nutritious foods. This study examines the spatial
accessibility of supermarkets for 869 neighborhoods within Metropolitan
Detroit with relation to community's poverty and racial composition. The
percentage of residents below the poverty line serves as the measure of
neighborhood poverty for the study. Supermarkets are defined as either a
Supercenter such as Super Kmart or a full-line grocery store associated
with a national or regional grocery chain such as Kroger. Spatial
accessibility is equivalent to a Manhattan block. The study found that the
distance to the nearest Supermarket increased with increasing levels of
neighborhood poverty. While the distance to the nearest Supermarket was
similar among the most impoverished neighborhoods, African American
communities averaged 1.1 mile greater distance to the nearest
supermarket than predominantly white neighborhoods.
Relevant Data:
Literature now associates residence in economically disadvantaged
neighborhoods, after controlling for socioeconomic status, with a variety
of adverse diet-related health outcomes.
Disparities in Supermarket accessibility on the basis of race were evident
among the most impoverished neighborhoods: the most impoverished
neighborhoods, in which African-Americans resided, were on average were
1.1 miles farther from the nearest supermarket than the most
impoverished white neighborhoods.
Mean distance to the nearest supermarket increased with each successive
tertile of percentage poor for neighborhoods with a high proportion of
African Americans but remained approximately the same across all tertiles
of percentage poor for neighborhoods with a low proportion of African
Americans (predominantly white) .
Inadequate accessibility to supermarkets may contribute to less nutritious
diets and hence to greater risk for chronic diet related disease.
Affordable public transportation needs to be improved integrating
transportation routes with supermarket locations .
Abstract: A 2006 study of the United States linked zip codes to census
data, finding various statistics about the availability of grocery stores in
accordance to neighborhood descriptions and demographics. There are
distinct disparities between the access of blacks, whites and Hispanics to
supermarkets, with a definite correlation in location, socioeconomic
status, and race.
Relevant Data:
Even after controlling for income and other covariates, the availability of
chain supermarkets in African American neighborhoods is only 52% (p <
0.01) of that in White neighborhoods with even less relative availability in
urban areas .
Larger sized food stores such as supermarkets versus smaller stores and
chain versus non-chain supermarkets have been shown to be more likely
to stock healthful foods and to offer foods at a lower cost.
Furthermore, given that low-income populations are less likely to have
private means of transportation and given that the nature of food
shopping involves either transporting multiple shopping bags or making
more frequent shopping trips, the mobility strategies for food shopping
among low-income families will exacerbate the barriers to a limited
number of available local area supermarkets, in particular chain
supermarkets. Indeed, several studies have highlighted the mobility
constraints faced by low-income households in their daily activities
including food shopping .
Service Quality: An investigation into Malaysian Fast food consumers using DINESERV
Keang Meng Tang, University of Newcastle
Ursula Bougoure, Queensland University of Technology
Prior research suggests that not all service quality elements (within tools
such as SERVQUAL, DINESERV) are able to predict a consumer’s overall
service quality perceptions or (OSQ) (Oliva, Oliver and MacMillan, 1992).
Therefore, it is important to identify the importance of service quality and
its dimensions in determining overall service quality (OSQ), as perceived
by customers. By addressing this issue, firms can gain an understanding
of the areas they should concentrate on when seeking to improve their
overall service quality provisions (Oliva, Oliver and MacMillan, 1992). In
the context of the fast food industry, it appears likely that service quality
dimensions from DINESERV will positively effect overall service quality
(OSQ) perceptions by Malaysian consumers. Thus,
H1: Service quality (DINESERV) will positively effect Overall Service
Quality perceptions (OSQ) for Malaysian fast food consumers.
Customer satisfaction has long been recognised as a process (Oliver,
1981) and is the difference between consumers’ perceived and expected
performance of a product or service. In other words, customer satisfaction
occurs when performance is higher than expected, while dissatisfaction
occurs when performance is lower than expected. Overall, to gain
customer satisfaction, some argue that organisations need to exceed
predictive expectations of customers, rather than just satisfy expectations
(Spreng and Mackoy, 1996).
Service quality and customer satisfaction are inarguably fundamental
concepts within services marketing theory (Spreng and Mackoy, 1996) and
their relationship has seen increasing research interest over the years
(Bitner, 1990; Dabholkar, 1995; Spreng and Taylor, 1997; Mohsin, 2003).
While it is generally accepted that a positive relationship exists between
service quality and customer satisfaction, there is debate (Shemwell,
Yavas and Bilgin, 1998) with proposals of a causal link from customer
satisfaction to service quality (Bitner, 1990), service quality to customer
satisfaction (Bolton and Drew, 1991; Spreng and Mackoy, 1996;
Parasuraman, Zeithaml and Berry, 1994); suggestions that directionality
varies according to the service situation (Dabholkar 1995) and even that
there is no relationship under particular circumstances (Parasuraman,
Zeithaml and Berry, 1985). Such contention within the literature has lead
to repeated calls for further examination of this relationship (e.g. Rust and
Oliver, 1994; Anderson and Fornell, 1994). In the case of fast food,
however, it seems likely that high service quality will lead to increased
satisfaction for consumers. Thus,
H2: Service quality (DINESERV) will positively effect customer
satisfaction for Malaysian fast food consumers.
Intention to repurchase is an individual’s judgment about re-buying a
designated service, taking into account their current situation and likely
circumstances (Hellier et al., 2003). Within the literature, repurchase
behaviour is seen as a form of loyalty, which according to Law, Hui and
Zhao, (2004) and Oliver (1997) is a deeply held commitment to
consistently repatronise a service in the future. Repurchase intentions
have a powerful effect on potential business profit with some reports
arguing as much as 95 percent of profit arises from repeat purchases
(Hoffman et al., 2003). As such, loyal customers are valuable marketing
tools, telling friends and families of their positive experiences and creating
new business and increased revenue for successful service organisations.
Service quality is tied to desirable business outcomes, such as customer
loyalty, which ultimately lead to increased profits (Schneider and White,
2004). As argued by Rust, Zahorik and Keiningham (1995), service quality
generates consumer intention to return, which can translate into actual
behaviours that may lead to increased revenues and profits. In the extant
literature however, there are mixed findings as to the relationship
between overall service quality and behaviors that are indicative of
customer loyalty. For example, while Boulding et al (1993) and Rust and
Zahorik (1993) provide empirical support that higher perceptions of
service quality increases loyalty intention, Cronin and Taylor (1992) found
that overall service quality did not effect repurchase intentions. Overall
however, results tend to support this relationship and it seems likely that
this will be the case for Malaysian consumers of the fast food industry.
Thus,
H3: Overall service quality (OSQ) will positively effect repurchase
intentions for Malaysian fast food consumers.
According to Schneider and White (2004), satisfied customers most likely
will become loyal which can then translate into higher profits
organizations. As such, the relationship between customer satisfaction
and repurchase intentions has been examined with results implying that
satisfied customers are more likely to intend to repurchase (Taylor and
Baker, 1994; Patterson and Spreng, 1997). According to such findings, it
appears likely that this will also be the case for Malaysian consumers in
the fast food industry. Thus,
H4: Customer satisfaction will positively effect repurchase intentions for
Malaysian fast food consumers.
Sample and Research design
A descriptive research design was adopted to do the survey with the help of the
questionnaire. The study used non probability convenience sampling. The
methodology of study is the interview method survey. The study is completely
based on the primary data which is collected from different Fast food stores and
the sample size taken for study is 100 people.
The data processing consists of coding the data collected in the form of
questionnaire. The data collected with the help of questionnaire is having the
closed replies. One open ended replies have been taken for that if any problems
they are facing and for the close ended the replies are measured using scales.
Daily 14
Weekly 38
Fortnightly 19
Monthly 9
Total 100
visit
40 38
35
30
25
19
20
14
15
9
10
5
0
Daily Weekly Fortnightly Monthly
Interpretation:-
From the above table and graph, it says that majority of the customers visit the fast food
retail store weekly (i.e. 38%) and minority of them (19%) visit fortnightly
2) PRICE RANGE
Range Frequency
100-200 24
200-500 60
Above 500 16
Total 100
price range
70
60
50
40
30
20
10
0
100-200 200-500 Above 500
Interpretation:-
From the above table and graph, it says that majority of the customers are willing to spend
money of price range 200-500 (i.e. 60%) and minority of them says that they will spend
money of price range 100-200 (i.e. 24%) in the fast food retail store
3) Preference
Frequency
Brand image 21
Easy accessibility 29
Special offer 50
Total 100
preference of store
60
50
40
30
20
10
0
Brand image Easy accessibility Special offer
Interpretation:-
From the above table and graph, it says that majority of the customers (i.e. 50%) prefer
special offers in the store and minority of them (i.e. 29%) prefer easy accessibility
4) Visiting hours
Frequency
Morning 40
Afternoon 29
Evening 31
Total 100
45
40
35
30
25
20
15
10
5
0
Morning Afternoon Evening
Interpretation:-
From the above table and graph it says that majority of the customers are willing (i.e. 40% )
to visit the store on morning session and minority of them (i.e.31% ) of them visit the store
on evening session
Response Frequency
Strongly disagree 2
Disagree 5
Neutral 44
Agree 40
Strongly agree 9
Total 100
50
45
40
35
30
25
20
15
10
5
0
Strongly agree Disagree Neutral Agree Strongly agree
Interpretation:-
From the above table and graph it says that majority of the customers (i.e. 44%) of them are
neutral to prefer the store for friendliness of staff and minority of them (i.e. 40% ) of them
agree that they will prefer the store for friendliness of staff
Response Frequency
Strongly Disagree 5
Disagree 15
Neutral 21
Agree 39
Strongly agree 15
Total 100
45
40
35
30
25
20
15
10
5
0
Strongly agree Disagree Neutral Agree Strongly agree
Interpretation
From the above table and graph it says that majority of the customers ( i.e. 39%) of them
agree that they will prefer the store due to the variety of menu and minority of them (i.e. 21%
) of them neutral about the variety of menu in the store
Response Frequency
Strongly disagree 5
Disagree 20
Neutral 39
Agree 15
Strongly agree 20
Total 100
45
40
35
30
25
20
15
10
5
0
Strongly agree Disagree Neutral Agree Strongly agree
Interpretation:-
From the above table and graph it says that majority of the customers (i.e. 39%) are
neutral about the preference of store due to service speed and minority of them are
disagree that (i.e. 20%) of them prefer the store due to service speed
Response Frequency
Strongly disagree 9
Disagree 33
Neutral 19
Agree 31
Strongly agree 20
Total 100
35
30
25
20
15
10
0
Strongly agree Disagree Neutral Agree Strongly agree
Interpretation:-
From the above table and graph it says that majority of the customers (i.e. 33%) of them
disagree that they will prefer the store due to the calorie content in the food and minority of
them (i.e. 31%) agree that they will prefer the store due to the calorie content in the food
Response Frequency
Strongly disagree 2
Disagree 7
Neutral 25
Agree 40
Strongly agree 26
Total 100
preference due to ambience
45
40
35
30
25
20
15
10
5
0
Strongly disagree Disagree Neutral Agree Strongly agree
Interpretation:
From the above table and graph it says that majority of the customers (i.e. 40% ) of them
agree that they will prefer the store for ambience provided in the store
10) Preference store due the delivery speed offer by the store
Response Frequency
Strongly disagree 4
Disagree 20
Neutral 15
Agree 41
Strongly agree 20
Total 100
preference due to delivary speed
45
40
35
30
25
20
15
10
5
0
Strongly disagree Disagree Neutral Agree Strongly agree
Interpretation:-
From the above table and graph it says that majority of the customers (i.e. 41%) of them
prefer the store due to delivery speed that is offered
Response Frequency
Strongly disagree 7
Disagree 16
Neutral 34
Agree 35
Strongly agree 6
Total 100
preference of menu for my family
40
35
30
25
20
15
10
5
0
Strongly disagree Disagree Neutral Agree Strongly agree
Interpretation:-
From the above table and graph it says that majority of the customers (i.e. 35% ) of them
agree that they are satisfied with the menu that was offered in the fast food store and followed
by some of them are neutral about the menu for their family
Response Frequency
Strongly disagree 11
Disagree 20
Neutral 41
Agree 14
Strongly agree 14
Total 100
preference due to facilites
45
40
35
30
25
20
15
10
5
0
Strongly disagree Disagree Neutral Agree Strongly agree
Interpretation:-
From the above table and graph it says that majority of the customers (i.e. 41% ) of them
says that they are neutral about preferring the store due to the facilities
Response Frequency
Strongly disagree 4
Disagree 18
Neutral 15
Agree 45
Strongly agree 15
Total 100
50
45
40
35
30
25
20
15
10
5
0
Strongly disagree Disagree Neutral Agree Strongly agree
Interpretation:-
From the above table and graph it says that majority of the customers (i.e. 45%) of them
agree that they will prefer the store due to easy accessibility and locational advantage
Response Frequency
Strongly disagree 9
Disagree 20
Neutral 33
Agree 28
Strongly agree 10
Total 100
35
30
25
20
15
10
0
Strongly disagree Disagree Neutral Agree Strongly agree
Interpretation:-
From the above table and graph it says that majority of the customers (i.e. 33%) of them
are neutral about the advertising strategy provided by the store and followed by that
customers agree the store for the advertising strategy
Response Frequency
Strongly disagree 4
Disagree 20
Neutral 15
Agree 41
Strongly agree 20
Total 100
45
40
35
30
25
20
15
10
5
0
Strongly disagree Disagree Neutral Agree Strongly agree
Interpretation:-
From the above table and graph it says that majority of the customers (i.e. 41% ) agree
that they will prefer the store because of special offers and discounts.
Major Findings
• This study indicates that majority of the customers visit the fast food retail store
weekly (i.e. 38%) and minority of them (19%) visit fortnightly
• This study indicates that majority of the customers are willing to spend money of
price range 200-500 (i.e. 60%) and minority of them says that they will spend money
of price range 100-200 (i.e. 24%) in the fast food retail store
• This study indicates that majority of the customers (i.e. 50%) prefer special offers in
the store and minority of them (i.e. 29%) prefer easy accessibility
• This study indicates that majority of the customers (i.e. 44%) of them are neutral to
prefer the store for friendliness of staff and minority of them (i.e. 40% ) of them
agree that they will prefer the store for friendliness of staff
• This study indicates that majority of the customers ( i.e. 39%) of them agree that they
will prefer the store due to the variety of menu and minority of them (i.e. 21% ) of
them neutral about the variety of menu in the store
• This study indicates that majority of the customers (i.e. 33%) of them disagree that
they will prefer the store due to the calorie content in the food and minority of them
(i.e. 31%) agree that they will prefer the store due to the calorie content in the food
• This study says that majority of the customers (i.e. 40% ) of them agree that they will
prefer the store for ambience provided in the store
• This study says that majority of the customers (i.e. 35% ) of them agree that they are
satisfied with the menu that was offered in the fast food store and followed by some
of them are neutral about the menu for their family
• This study indicates that majority of the customers (i.e. 45%) of them agree that they
will prefer the store due to easy accessibility and locational advantage
• This study indicates that majority of the customers (i.e. 33%) of them are neutral
about the advertising strategy provided by the store and followed by that customers
agree the store for the advertising strategy
• This study indicates that majority of the customers (i.e. 41% ) agree that they will
prefer the store because of special offers and discounts.
Major suggestions:
As majority of customers (38 percent) visit the store weekly especially
weekends. So it is suggest to stores give special offers and discounts to
capture more customers and retain loyal customers.
As study refers more customers are looking for the special offers ,so it
suggest stores to more concentrate on the special offers but no
compromise in the quality of food.
It is found that majority of customers are not fully satisfied with the
friendliness of staff. So it is suggest that the stores should conduct soft
skill training and make them give more customer service .Regular
monitoring of the staff behavior towards customers is also suggest here.
Customers are happy with the MENU verities available in the stores .But it
is suggested that add more customized menu and review the menu for
every 3 months.
As study shows that customers are not aware of the calorie contents exist
in the food. So it is suggest that stores should display the calorie contents
available in a particular food.
Advertising strategy of the stores are not making attention the customers
.So it is suggest the stores to think of the design of different innovative
advertising campaigns.