Vous êtes sur la page 1sur 35

Factor Affecting Consumer Preference in selecting a

fast food retail chain


A report submitted to

UKA TARSADIA UNIVERSITY


in Partial Fulfilment of the Requirements for the Degree of Master of Business Administration in 040070102 Business Research (Fieldwork) By Group No. 11 Enrolment No. 201304100710041 201304100710048 201304100710059 Name of Students Trivedi Mitesh Jagdish Shinde Jainish Dinesh Babel Hardik Nemichand

Guided by Mr. Sanjay Joshi Assistant Professor, SRIMCA

Department of Management, Shrimad Rajchandra Institute of Management and Computer Application, Gopal Vidyanagar, Bardoli, Surat. December 2013

CERTIFICATE
This is to certify that research work embodied in this report entitled Factor Affecting Consumer Preference in selecting a fast food retail chain was carried out by Mr.Trivedi Mitesh Jagdish (201304100710041), Mr.Shinde Jainish Dinesh (201304100710048), Mr.Babel Hardik Nemichand (201304100710059) at Department of Management, Shrimad Rajchandra Institute of Management and Computer Application for the partial fulfilment of M.B.A degree to be awarded by UKA TARSADIA UNIVERSITY. This research work has been carried out under my supervision and is to my satisfaction.

Date: Place:

Signature and name of Supervisor

Signature and name of HOD

Signature and name of Principal

DECLARATION
We hereby certify that we are the sole author of this research work and that neither any part of this report nor the whole of the report has been submitted for a degree to any other University or Institution. We certify that, to the best of our knowledge, our report does not infringe upon anyones copyright nor violate any proprietary rights and that any ideas, techniques, quotations, or any other material from the work of other people included in our report, published or otherwise, are fully acknowledged in accordance with the standard referencing practices. We declare that this is a true copy of our report, including any final revisions, as approved by our report review committee.

Date: Place: Signature and name of students

Verified

Signature and name of Supervisor

ACKNOWLEDGEMENT
As per laid down curriculum of the First year M.B.A., we are assigned to do a project on Research subject. We are thankful to each & every person for providing us and supplying adequate and useful information and their best support and guidance for completion of our report. Through this acknowledgement, we express our sincere gratitude towards all those people who have helped us in the preparation of this project which has been a learning experience. We would like to express our profound gratitude and sincere thanks to esteem taught Director Dr. Prashant Joshi of MBA Department (SRIMCA), who allowed us to conduct this study. To start with, we personally would like to thanks our faculty guide Mr. Sanjay Joshi for assisting us throughout the project period, guiding us and assisting at various stages and thus sharing his valuable knowledge with us, to enhance our knowledge and helping in preparing a project. We would also like to thanks all the faculty members, who directly or indirectly help us to, successfully complete our project. Lastly, we would like to thanks all of those who have furnish this project successfully

Mitesh Trivedi - 201304100710041 Jainish Shinde - 201304100710048 Hardik Babel - 201304100710059

EXECUTIVE SUMMARY
This study has been conducted as a part of 1st semester MBA program. The topic of the study is Factor affecting consumer preference in selecting fast food outlet In order to conduct study 300 people were asked to fill the Questionnaire Objective: The objective of the study is to determine the Factor affecting consumer preference in selecting fast food outlet and to know the most proffered outlet. Research Design: Descriptive research design is used based on Primary data. Sampling plan: Tools: Statistical tools used for this study is Frequencies and Factor Analysis Conclusion: From this study, it can be Said that Service and Health, Quality, Price and Location are the four most important factor affection consumer preference in selecting a fast food outlet. Sample Size: 300 Sampling Method: Non-Probability (Convenience) Sampling Unit: Consumer

TABLE OF CONTENTS

Chapter No. 1 2 3 4 5 6 7 8 -

Particulars Introduction Literature Review Objectives and Research Methodology Data Interpretation and Analysis Findings Conclusion Recommendations References ANNEXURES

Page Nos. 8 10 13 15 29 30 31 32 33

List of Tables Table No


Table 1.1 Table 1.2 Table 1.3 Table 1.4 Table 1.5 Table 1.6 Table 1.7 Table 1.8 Table 1.9 Table 1.10 Table 1.11 Table 1.12 Table 1.13 Table 1.14

Title of Table
Frequency Analysis of Age Frequency Analysis of Gender Frequency Analysis of Occupation Frequency Analysis of Monthly Income Frequency Analysis of visit to outlet Frequency Analysis of Frequency of visit Frequency Analysis of reason to eat fast food Frequency Analysis of Most preferred outlet Frequency Analysis of reason to select a outlet Ranking KMO and Bartletts Test Communalities Total Variance Explained Factor Matrix

Page No
15 16 16 17 18 19 20 21 22 23 24 25 27 28

INTRODUCTION OF TOPIC
Definition:
Customer preference refers to how customers select goods and services in relation to factors like taste, preference and individual choices. Factors such as the consumer's income and price of the goods do not influence the customer's preferred products or services.

Consumer preferences describe the reasons for the choices people make when selecting products and services. Analyzing the factors that determine consumer preferences helps businesses target their products towards specific consumer groups, develop new products and identify why some products are more successful than others.

Factors affecting consumer preference:

Advertising:
Advertising plays an important role in consumer preference, especially for non-durable goods such as food or magazines. Advertising informs consumers of available goods and services and also shapes their impressions of these products. Advertising can also create demand; for example, a consumer may not have wanted a new cell phone until he saw flashy new phones on TV.

Social Institutions
Social institutions, including parents, friends, schools, religion and television show also influence consumers' preferences. For example, kids might want to have the same toys their schoolmates have, while young adults may purchase the same products their parents used to buy.

Cost
Consumers usually choose to purchase more of a good if the price falls. For example, a sale or reduced prices may increase consumption of a good. On the other hand, an increase in price may cause reduced consumption, especially if the good has available substitutes.

Consumer Income
Consumers often desire more expensive goods and services when their income increases. If they suffer a decrease in income, they are more likely to choose less expensive goods and services. For example, business selling luxury goods, such as jewellery, will probably be more successful in a high-income area than a low-income area.

Available Substitutes
If a product has several substitutes -- alternative products that consumers may choose instead a particular brand of product -- consumers will be more sensitive to changes in price. However, if consumers do not perceive similar products to be effective substitutes -- for example, consumers who do not think Coke and Pepsi are equally delicious -- they will be less likely to switch to a substitute based on price. This concept is called the price elasticity of demand.

LITERATURE REVIEW
The aim of the research is to determine the factors which a consumer takes into account while selecting a particular fast food chain. The past researches done by various researchers prove that there are various factors which affect consumer preference or attitude towards any fast food chain. Such factors are quality, price, service, cleanliness, location, staff attitude, attractiveness and other factors. Tajulurrus Mohammad (2003) in his paper titled Attributes influencing preference of university students on fast food outlets selected the sample of students of the University of Queensland (St. Lucia Campus, Brisbane, Australia) with the objective to identify whether the perceptions and preferences of university students toward fast food restaurants are perceived similarly across these multicultural students in single market location. He selected six fast food restaurants. The research used non-probability sampling methods as a combination of convenience sampling method and snowballing method. The questionnaire was developed for the purpose of collecting data. A cross- comparison analysis was performed to evaluate fast-food consumers perceptions by each students group. The study revealed that factors such as prompt service, courteous staff, speed, attractiveness, cleanliness, consistency, modern equipment, staff appearance, physical facilities, printed materials, location, food temperature, flavour, menu choices, freshness, portion size, nutrition, and price of fast food restaurants influence the consumer preference of fast food outlets in Australia.

A.Ali Khatibi, V. Thaigarajan and Hishammuddin Ismail (2003) in their research paper titled Factors Analysing Consumers Preference towards McDonalds and A&W in Malaysia. The objective of the study was to find out the consumer preference towards McDonalds and A&D in Malaysia by comparing all the determining factors such as price, quality, service, value-satisfaction level, etc. A total of 302 respondents was selected .From the study it is concluded that McDonalds strategy of providing tasty food with good environment and better ambience, wins well in attracting the Malaysian consumer.

10

Anita Goyal and N.P. Singh (2007) in their paper titled Consumer perception about fast food in India: an exploratory study seeks to estimate importance of various factors affecting the choice of fast food outlets by Indian young consumers. In this study multivariate statistical tools to estimate importance of various factors affecting the choice of fast food outlets by Indian young consumers. Accordingly 200 respondents from the target population were approached to fill in the questionnaire. Out of 200 only 171 respondents data were valid. The study proved that the food habits of youngsters are influenced by many factors such as environment at home, educational environment, availability and accessibility to fast food providers, and social environment in their surroundings. In addition, emergence of traits of independence in their eating habits, nutritional education, divergence of food preferences at home and at fast food outlets and ambience of place for socializing affects their visit and liking of fast food outlets
Nazrul Islam (2010) in his paper titled Factors Affecting Consumers Preferences on Fast Food

Items in Bangladesh. To conduct the study, a total of 250 university students of Dhaka city were interviewed with a structured questionnaire, the objective of this research was to identify the preference factors of fast food consumers living in Dhaka city. Multivariate analysis technique like factor analysis was performed to identify the preference factors of the fast food student-consumers of Bangladesh. Multiple regressions were run to identify the relationship between the factors identified and the overall preference of the consumers. This study suggests that the brand reputation, nearness and accessibility, similarity in taste, and cost and quality relationship should be emphasized to improve the attraction of the university students towards the fast food items in Bangladesh.

Muhammad Usman Haider, Dr Farzand Ali Jan, Muhammad Farooq Jan, Muhammad Faheem Jan (2012) in their paper titled Factors Effecting Brand Preferences: A Comparative Study of

McDonalds and KFC. The study was undertaken with an objective to identify factors affecting brand
food products about two major food industries i.e. Mc-Donalds and Kentucky Fried Chicken (KFC). Factors included were taste and quality of product, price of product, delivery of product, availability of product, environment of restaurant, staff of behaviour and value for money. A pre design questionnaire was used to collect relevant data about these two food industries in Islamabad and Rawalpindi areas. Such questionnaire was filled by 324 respondents. The study found that the product of KFC were relatively better as compared to that of Mc-Donalds in most of the traits studied especially in Taste and quality of food, price of product, staff behaviour, delivery of product, and environment of the restaurant.

11

Ayesha Tabassum and Tasnuva Rahman (2012) in their paper titled Differences in Consumer Attitude towards Selective Fast Food Restaurants in Bangladesh: An Implication of Multiattribute Attitude Model. The objective of the research was to explore the consumer attitude towards the fast food restaurants in Bangladesh through comparative evaluation among the selective restaurants. A total of 100 respondents were included in the study. The respondents were selected from two large private universities of Bangladesh. The study concluded that Consumers in Bangladesh mostly emphasize on quality, price, quick service, and environment of fast food restaurants as most significant.

12

RESEARCH METHODOLOGY Problem Statement:


To identify factors affecting the Consumer preference in selecting a particular fast food chain.

Research Objective:
To know the prominent factors which affect consumer while they select a particular fast food chain. To know which brand customer prefers most. To identify which point customer consider while selecting a particular brand. To know changes required by the consumer in service, quality or in any other area.

Research Design:
There are mainly three research designs: 1. Exploratory research design 2. Descriptive research design 3. Causal research design

In this research Descriptive research design will be used in order to identify which consumer preference in selecting a fast food outlet.

factors affect the

Type of Data:
For this study primary data will be used

Sources of Data:
Data will be collected through questionnaire.

Sampling Plan:
Sample Size: 300 Sampling Method: Non-Probability (Convenience) Sampling Unit: Consumer

Tools:
Statistical tools used for this study is Frequencies and Factor Analysis.
13

Benefits of the Study:


From this study a fast food company can identify the factors which affects consumer preference towards fast food selection, The company can determine that in which area he needs to improve. To identify which fast food company is more popular among the consumers.

Limitations:
As only 300 respondents were questioned, responses/results may be bias, Most of the respondents were students so the effect of income factor was neglected, Based on the current findings, in future the researchers may take initiative to explore consumer attitude towards the local and foreign fast food restaurants.

14

Analysis and Interpretation

Frequencies
Frequencies are one of the simplest yet one of the most useful of all SPSS procedures. The Frequencies command simply sums the number of instances within a particular category. For eg Number of males and females, number of respondents within a same age group and so on. In our Research we have conducted frequency analysis on following criteria or questions:-

Age:
Frequency Analysis Table 1.1 Frequency Valid 15 to 25 26 to 35 36 to 45 46 and above Total 140 116 32 12 300 Percent 46.7 38.7 10.7 4.0 100.0 Valid Percent 46.7 38.7 10.7 4.0 100.0 Cumulative Percent 46.7 85.3 96.0 100.0

Interpretation:
Respondents were divided into four different age groups and were asked to select the age group in which they belong. The number of people in a particular age group and the overall contribution of an age group in the total sample sized is stated in the table 1.1.

15

Gender
Frequency Analysis Table 1.2

Frequency Valid Male Female Total 178 122 300

Percent 59.3 40.7 100.0

Valid Percent 59.3 40.7 100.0

Cumulative Percent 59.3 100.0

Interpretation:
The proportion of male and female in the overall sample size of 300 is stated in the table 1.2. There were 178 male respondents and 122 female respondents in the survey.

Occupation

Frequency Analysis Table 1.3 Frequency student Employee Businessmen Others Total 134 95 46 25 300 Percent 44.7 31.7 15.3 8.3 100.0 Valid Percent Cumulative Percent 44.7 31.7 15.3 8.3 100.0 44.7 76.3 91.7 100.0

Interpretation:
The respondents were then further classified according to their occupation. They were asked to select their occupation from four options that is Student, Employee, Businessmen and Others. The number of people belonging to each category is shown in table 1.3 along with the contribution of the category in overall sample in percentage.

16

Monthly income

Frequency Analysis Table 1.4 Frequency Valid 0 to 10000 10001 to 20000 20001 to 30000 30001 Or More Total 154 73 53 20 300 Percent 51.3 24.3 17.7 6.7 100.0 Valid Percent 51.3 24.3 17.7 6.7 100.0 Cumulative Percent 51.3 75.7 93.3 100.0

Interpretation:
The respondents were asked about their monthly income and to select the income group in which they belong. The number of person in each income can be known through table 1.4. It can be seen that the number of people belonging to income group of 0 to 10000 are more as most of our respondents were students.

17

Which Fast Food Outlet you have visited till now?


Frequency Analysis Table 1.5 Responses Outlet McDonalds KFC Pizza Hut Us Pizza Subway Sugar and spice Dominos Others Total N 239 172 151 176 87 175 176 9 1185 Percent 20.2% 14.5% 12.7% 14.9% 7.3% 14.8% 14.9% .8% 100.0% Percent of Cases 79.7% 57.3% 50.3% 58.7% 29.0% 58.3% 58.7% 3.0% 395.0%

Interpretation:
It was a multiple tick question in which the respondents have to select the outlets in which he or she has visited till now. From the table 1.5 it can be seen that McDonalds is the most visited brand by the people followed by US Pizza and Dominos as the second and sugar and spice as third.

18

How frequently do you visit a fast food outlet?


Frequency Analysis Table 1.6

Frequency Valid Rarely Often Occasionally Regularly Daily Total 62 97 112 21 8 300

Percent 20.7 32.3 37.3 7.0 2.7 100.0

Valid Percent Cumulative Percent 20.7 32.3 37.3 7.0 2.7 100.0 20.7 53.0 90.3 97.3 100.0

Interpretation:
In this question the respondents were asked about the frequency of their visit to the fast food outlet. That is within how much time gap they visit a fast food outlet. The objective of this question was to know their fast food consumption level. Most of the people answer that they visit a fast food outlet occasionally that is either to celebrate birthdays, anniversary or certain festival that can be seen in table 1.6.

19

Why do you go to eat fast food?


Frequency Analysis Table 1.7 Frequency Valid for change saves time family outing for fun Total 74 102 59 65 300 Percent 24.7 34.0 19.7 21.7 100.0 Valid Percent Cumulative Percent 24.7 34.0 19.7 21.7 100.0 24.7 58.7 78.3 100.0

Interpretation:
In this question the respondents were asked about the reason they visit a fast food outlet to eat. Most of the respondents that is 102 answered that they visit a fast food outlet as it saves time. The answer of respondents on the can be known through table 1.7.

20

Which fast food outlet you prefer most?

Frequency Analysis Table 1.8 Frequency Valid KFC McDonalds Pizza Hut Dominos Us Pizza Sugar And Spice Subway Others Total 78 69 48 38 35 20 11 1 300 Percent 26.0 23.0 16.0 12.7 11.7 6.7 3.7 .3 100.0 Valid Percent 26.0 23.0 16.0 12.7 11.7 6.7 3.7 .3 100.0 Cumulative Percent 26.0 49.0 65.0 77.7 89.3 96.0 99.7 100.0

Interpretation:
The respondents were asked to select their most preferred fast food outlet from the given outlet and also to mention other if there. The objective behind asking this question was to know that which fast food outlet is more popular among the customers and which fast food outlet is less popular.

KFC was the most popular or preferred brand followed by McDonalds and then Pizza Hut. The information about other outlets and the number of person who selected a particular outlet is shown in table 1.8.

21

Why do you select this brand?

Frequency Analysis Table 1.9 Frequency Valid Quality Location Price Service Brand Name Variety Physical Facilities Total 101 70 39 32 30 24 4 300 Percent 33.7 23.3 13.0 10.7 10.0 8.0 1.3 100.0 Valid Percent 33.7 23.3 13.0 10.7 10.0 8.0 1.3 100.0 Cumulative Percent 33.7 57.0 70.0 80.7 90.7 98.7 100.0

Interpretation:
This question was related to previous question and was asked to know the reason for selecting the outlet as most preferred one. The respondents were given various factors which affects the selection of fast food outlet as options. The frequency of the factor as selected as the reason behind the selection of the fast food outlet is described in the table 1.9.

From the above table it can be seen that Quality is the most important factor which affects the selection of fast food outlet and Physical Facilities is the least important factor.

22

Ranking
Ranking Table Table 1.10

Rank Factor Quality Price Varieties Location Brand Service Physical Facilities Total 1 81 73 25 55 37 25 04 300 2 64 60 72 36 38 20 11 3 4 5 48 42 32 72 34 16 74 40 37 30 58 60 20 53 83 24 41 45 31 32 26 300 300 300 6 21 18 24 40 45 103 49 300 7 12 27 28 21 24 42 147 300 Total 891 922 1076 1136 1238 1438 1700 300

Overall Rank 1 2 3 4 5 6 7

Interpretation:
The respondents were asked to rank the most important factor which affects the selection of a fast food outlet. They were given a list of seven factors and they have to rank them from 1 to 7. For selecting the overall rank of an Factor the frequency achieved for each ranked was multiplied by the rank and the Factor which had the lowest total was given the first rank and the Factor which had the highest total was given the last rank. From the table it can be seen that Quality is the most important factor which affects the selection of a fast food outlet as compared to price which is second important factor, which means that consumers are ready to pay a higher price if better quality of products are provided by the outlet.

23

Factor Analysis
Factor analysis is a data reduction technique used to reduce a large number of variables to a smaller set of underlying factors that summarise the essential information contained in the variable.

KMO and Bartlett's Test

KMO and Bartlett's Test Table 1.11 Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity Approx. Chi-Square Df Sig. .678 457.261 78 .000

Interpretation:
The value of KMO test is 0.678 (higher than .6) and the p value of Bartletts test is .000 (less than .05), factor analysis can be under taken using this dataset.

24

Communalities Table
Communalities Table 1.12 Variables Quality of food Price of products Varieties of product Service of outlet Location of Outlet Staff Behaviour Physical Facilities Contains Extra Fat Availability of products Harmful to health food provided is Hygienic Manage Brand Name Place to Hang Out Initial 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 Extraction .482 .593 .422 .604 .403 .432 .355 .395 .483 .535 .578 .588 .638

Interpretation:
This table shows the amount of variance explained by each variable which is accounted for by the factors in factor solution

25

Scree Plot

Interpretation:
Scree plot determines the optimum number of components. It plots the Eigen value of the components and those components having Eigen value more than one are extracted and other components are rejected. From the curve it can be seen that the no of components lying on steep slope are extracted as their Eigen value is more than 1 and components lying beyond the point where the curve changes its direction are eliminated as their Eigen value is less than 1.

26

Total Variance Explained Table

Total Variance Explained

Table 1.13
Compo nent 1 2 3 4 5 6 7 8 9 10 11 12 13 Total 2.692 1.562 1.176 1.078 .994 .940 .883 .801 .684 .633 .577 .509 .471 Initial Eigen values % of Variance 20.709 12.017 9.050 8.291 7.644 7.231 6.790 6.161 5.259 4.872 4.438 3.915 3.623 Cumulative % 20.709 32.726 41.775 50.066 57.710 64.941 71.731 77.892 83.151 88.024 92.462 96.377 100.000 Extraction Sums of Squared Loadings Total 2.692 1.562 1.176 1.078 % of Variance 20.709 12.017 9.050 8.291 Cumulative % 20.709 32.726 41.775 50.066

Interpretation:

The total variance explained table displays the total variance, percentage variance and cumulative percentage variance of components. The cumulative variance for components is 50.066%. The first component or factor explains the maximum variance that is 20.7019% followed by the second component which explains 12.017%, third component explains 9.050% and fourth variable explains 8.291% of variance.

27

Factor Matrix Table

Factor Matrix Table 1.14 Factor Variables Service of outlet Contains Extra Fat Harmful to health Physical Facilities Availability of products Varieties of product Location of Outlet Staff Behaviour Price of products food provided is Hygienic Quality of food Place to Hang Out Manage Brand Name .557 -.550 .549 .561 Service & Health -.565 -.525 -.520 .518 .514 Price Quality Location

Interpretation:
Through factor analysis method the 13 variables were extracted and divided into four most important factors and name was given to each factor on the basis of the group of the variable in it. First Factor - Service and Health Second Factor - Price Third Factor - Quality Fourth Factor - Location

28

Findings
McDonalds is the brand which is been visited by most number of consumers i.e. 239 people and Subway is the visited by least number of consumers i.e. 87 people There are four important factors which affects the selection of outlet which are 1. Service and Health 2. Price 3. Quality 4. Location Quality is the most important factor which a consumer takes into account while selecting a fast food outlet. Personal criteria of consumer such as Age, Gender, Occupation and Income also affect the consumption and selection of fast food outlet. People visit a fast food outlet mostly as it saves time. The frequency of people visiting a fast food outlet on an special occasion increases as they prefer to eat outside on such occasions. KFC is the most preferred brand among the customers i.e. 78 consumers Voted for KFC while Subway was voted by least number of consumers i.e. 11

29

Conclusion
The study was conducted with an objective to find out the factors which affect the consumer in selecting a fast food outlet and also to find the most preferred brand by the customer in fast food business. By conducting various tests and asking respondents various question which can affect the selection of fast food outlet we came to know that there are various factor which affects the selection of fast food outlet and the most important of them all was quality of products followed by price. That is consumers are ready to pay a higher price if better quality of products are served. Service & Health, Quality, Price and Location are the most important factor affecting consumer preference in selecting a fast food outlet.

30

Recommendations
They should improve the quality of products provided to the consumer. Providing quick and efficient service to consumers Establishing the outlet at a proper place where it is easy to visit for the consumer. Providing special offers on occasions as the frequency of visit at such times increases. Most of the respondents were not satisfied with the behaviour of staff so necessary training should be provided. Including more products in their menu so that more consumers are attracted towards the outlet.

Reducing the amount of fat in products as people consider health as important factor while selecting a fast food outlet.

31

Bibliography Websites:

http://teamjournalht.files.wordpress.com/2013/05/vol112004-team-journal-ofhospitality_tourism_part9.pdf http://journals.cluteonline.com/index.php/JABR/article/view/313/303 http://64.17.184.140/wp-content/uploads/2013/02/V5I2-3.pdf http://www.aseanfood.info/articles/11023758.pdf http://www.wbiaus.org/2.%20Ayesha.pdf http://www.krepublishers.com/02-Journals/JSS/JSS.pdf http://www2.qsrmagazine.com/articles/features/116/charts.phtml http://www.smartsurvey.co.uk/s/fast-food-restaurant-survey-template

Books
Zikmund. W.G. (2007) Business Research Method, Seventh Edition, Thomson India George, D., Mallery, p . (2011), SPSS for windows Step by step, Tenth edition, Pearson

Journals
The Journal of Applied Business Research July/August 2010 Abasyn Journal of Social Sciences Vol.5 No.2, 2007 British Food Journal Vol.109 No.2, 2007 World Review of Business Research Vol.2 No.3, may 2012

32

ANNEXURES
Factors affecting consumer preference in selecting fast food chain
Name: Age:Gender: Occupation:Student Employee Businessmen Others

1115 to 25 262 26 to 35
Male Female

36 to 45

46 and above

Monthly Income:0 to 10000 10001 to 20000 20001 to 30000 30001 or More

1) Which Fast food outlets you have visited till now?(Multiple tick)
McDonalds Sugar and Spice KFC Pizza Hut Others US Pizza Subway

Dominos

2) How frequently you visit a fast food outlet?


Rarely Often Occasionally Regularly Daily

3) Why do you go to eat fast food?


For change Saves time Family outing For fun

4) Which Fast Food outlet you prefer most?


McDonalds Sugar and Spice KFC Pizza Hut Others US Pizza Subway

Dominos

5) Why do you select this brand? (Select any one)


Price Variety Quality Location Service Physical Facilities

Brand Name

33

6) Which factors do you consider while selecting a fast food chain? (Rank them from 1 to 7)
Price Quality Location Brand Name Service Physical Facilities

Variety of food

7) Please put a tick mark according to your choice and rate the fast food outlet.
S.No Statements 1. The food being served in restaurant has a good quality. The price charged by the fast food outlet is reasonable. The fast food outlet provides different varieties of products. The outlet provides prompt service. The outlet is situated at an appropriate place and is easy to visit. The behaviour of staff is friendly towards customers. The outlet as good interior and provides good physical facilities. The food provide at outlet as extra fat then other outlets. All the items listed in menu of outlet is available at all times. Regular consumption of fast food is harmful for health. Food provided at the outlet is hygienic. The fast food outlet is able to manage its brand name The fast food outlet is an proper place to hang out and spend some time. Strongly Agree Agree Neutral Disagree Strongly Disagree

2.

3.

4. 5.

6.

7.

8.

9.

10.

11. 12. 13.

34

8) Suggestion for this fast food outlet?

35