Fast Food Industry Research Proposal Essay

To get word the attitude towards intake of robust sustenance within the nimble victuals industryBackgroundWe atomic number 18 a marketing question team of a unfaltering fodder chain store. With increasing awareness slightly goodish for fester among the masses and with consumer favorences changing towards estimable food, we particularise to constitute a wellness food segment to cater to this train of the customers. We are in desire manner concerned most the pricing of the product that whether it should be priced uni sour as that of normal immobile food or the customers would be voluntary to pay a premium for lusty food. But ahead insertion that product we want to grapple that Is it worth it to our fast(a) food eradicateing ho practice to market reasoning(a) food. To answer this management decision problem, we intend to conduct a marketing research within the region of air jacket Delhi.Introduction* What is fast food?Definition1. Fast food have been be by Bender and Bender (1995) as a general verge economic consumptiond for a limited menu of foods that lend themselves to production-line techniques suppliers tend to specialize in products much(prenominal) as hamburgers, pizzas, chicken, or sandwiches. Definition2. In Data monitors (2005) survey the fast food market is defined as the sale of food and drinks for immediate consumption either on the set forth or in designated eating areas shared with other foodservice operators, or for consumption elsewhere. Definition3. As per the free dictionary fast food is inexpensive food, such as hamburgers and fried chicken, prepared and served quickly. Definition4.According to Merriam-Webster online dictionary fast food is designed for ready availability, use, or consumption and with little consideration inclined to quality or significance* Why fast food?* truncated history of fast food industry in India* Fast food industry trend, facts and figures, key players in India* According to a subject area by the Tata Strategic Management Group, the size of the Indian health-and-wellness food market volition rise from an estimated Rs101.5bn in 2010 to Rs550bn by 2015, implying annual growth of 35-37%.* Why healthy food?Health food is preferred by people for the most part because of the divers(a) health issues associated with eating fast food * Trans Fats which is commonly ensnare in fast food have a negative perfume on health * The fast food consumption increase feedists calorie intake, promote weight gain, and elevates risk for diabetes. * Obesity is also linked to various other diseases* What is Healthy food?Definition1 As per the free dictionary healthy food is Any natural or prepared food popularly believed to promote good healthDefinition2* Food with low content of nonpoisonous oil used.* Lower fat, lower cholesterol and lower sodium.Major segmentsH&W products in India could be categorize into three dominant categories, i.e. Better-for-You(BFY), structur al / Fortified, and Natural categories.Research ObjectiveThe important aim of our research is to recoup indications that may contribute to better strategic and tactical marketing decisions. The over altogether objective of the study is To study the attitude towards consumption of healthy food within the fast food industry this has been divided into following sub-objectives 1) To study the consumption pattern towards fast food and health/wellness food. * What all sort of fast food people prefer, at what era, at what places they go, * What is the brainish force behind it, e.g. essay, spiciness, ease , price, m factor etc. * intimately popular fast food2) To study the factors that influence the consumers to go for healthy food* Sickness* Obesity* Awareness* Who3) To study the consumer perception ab step up healthy food vis a vis normal fast food w.r.t. both factors i.e. savouring and price * What does consumer cypher about healthy food e.g. taste perception , price4) To ide ntify the possibility/ usurpation of nutritional measure out of fast foods on consumer purchase decision.Research Questions and HypothesisQuestion Do customer think healthy food is as tasty as fast food? H1 customers perceive healthy food to be of same taste as normal fast food. Question Do customer think healthy food is monetary values same as normal fast food? H2 Customers perceive healthy food costs same as normal fast food. Question Is there any impact of nutritional value of fast foods on consumer purchase decision? H3 Nutritional value of fast foods has no impact on consumer purchase decision.Research seeQualitative ResearchPurposeBecause of the searching nature of some of the aspects of the objectives, we need to have detailed qualitative information. The qualitative research bequeath canvass the following* the consumption frequencies, the categories of product consumed and the main reasons to use these products* At what time and at what places do they prefer to go,* Wha t is the driving force behind their preference, e.g. taste, spiciness, ease, price, time factor etc.* Most popular fast food* Whether they would prefer to pay more for healthy food* What factors influence the customers to eat healthy foodPopulation and samplingSamples for the study go out consist of youth segment (indicated as consumer in this study) in the age group of 20 to 27 years. Convenience samples are drawn from double-u Delhi region among the college students. We provide to conduct 4 focus groups with the following profiles Group 1&2 Dwarka RegionGroup 3&4 Janak PuriQuantitative ResearchWe project to conduct a study using questionnaire within the markets of Dwarka and Janakpuri region and also an online survey of the relevant respondents.PurposeThis stage intends to limit the factors that influence the respondents to eat healthy food. It will also give the percentage of each syndicate of fast food which customers generally prefer to eat out and at what place &at what time. It will also help us to quantify that how many customers perceive healthy food as of same taste as normal fast food and of the same price. By establishing classified data we will know what type of people prefer healthy food and what price they are will to pay. Also we will know that how many customers look at the nutritional value of the product before taking a purchase decision.Population and samplingSamples for the study will consist of youth segment (indicated as consumer in this study) in the age group of 20 to 27 years. Convenience samples are drawn from atomic number 74 Delhi region among the college students. Our definition of convenience samples includes only one dimension that is favourable access to the sample units otherwise it was random selection of individuals from a macroscopic number of customers at the fast food outlets. We will be carrying out a survey of 200 Indian Customers The face to face interviews will be carried out in antithetical days and in dif ferent outlets such as, open markets, traditional shops and supermarkets. A pilot test on 15 consumers will be conducted in order to ensure that the statements are clear and to identify redundant variables and questions that were difficult to downstairsstand.ProcedureWe will work up a questionnaire for this purpose. The questionnaire will probe the following * the consumption frequencies, the categories of product consumed and the main reasons to use these products * The factors which influence the customers to eat healthy food * Which category of fast food people generally prefer and the main reason to use that product * Do customers perceive healthy food to be as tasty as normal fast food * Whether customers are willing to pay more for healthy food * Is there any impact of nutritional value on their purchase decision Analysisstatistical analysis such as descriptive statistical analysis and oftenness distribution.t-testfactor analysiscluster analysisTimingWeek legal action1-3 weeks Desk research4-6 weeks Qualitative field work7 week Questionnaire nurture8-9 week Quantitative stage(n=200)10 week Coding and data training11 week Analysis 12 week Presentation and hide available CostsPhase Description Costs Qualitative research four focus groups-travel cost 1200 Quantitative research 200 interviews-Stationary-travel cost 5001200 Total 2900LimitationsThis study has some limitations that however do not glom the purpose of the study. Data for the study will be collected from West Delhi region mainly Dwarka and Janakpuri. Sampling units are primarily of young single(a) consumers. Annexure 1 Definitions of Health & Wellness Categories Better-For-You Food products with lower levels of bad ingredients /nutrients for the consumers like sugar or fat are called BFY products. Various low-fat, low-sugar or nutriment products would fall under the BFY category. Fortified / useful Food products fortified with additional ingredients or produced / suitably mo dified to provide a distinct health benefit are termed as functional or fortified foods. Functional drinks, vitamin / mineral fortified milk or fruit juices and bakery products with added fictitious character would be classified as functional foods. Natural Products sold under the Natural platform are specifically manufactured with no chemicals, additives or artificial substances / chemicals. 100% natural juices, ready meals without preservatives, etc. are few examples of such products. Organic These are made from foods that are grown without use of chemicals (fertilizers, pesticides) during their cultivation. Naturally healthy These foods are considered healthy in their natural form itself like milk, olive oil, fruit juices etc.References1) Naresh K. Malhotra, Marketing Research- An Applied Orientation, third Edition 2) Anita Goyal and N.P. Singh, Consumer perception about fast food in India an exploratory study 3) Andrea Freeman, fast Food oppression through poor nutrition Cal ifornia Law Review, Vol. 95,issue 6 4) Healthy Ambition, Economic scholarship Unit, April 6th 2011,Vol XVIII No. 7 5) The Health & Wellness Foods intentness in India An Overview, Tata Strategic Management Group(2009)