In the past few months, Taco Bell, Crispy Creme, Burger King and McDonald’s have either announced plans to expand in India or have opened new outlets around the country. India also has a young age profile, many more people eating out and international influences coming in. Our study is to find out what are the influencing factors that attract the younger generation to such fast food outlets Methodology We have conducted an online survey consisting of the following questionnaire. We will be evaluating the factors like Brand, Ambiance and quality of food served Brand 1.
What is your primary factor in choosing a fast food restaurant – Cuisine or Brand identity or Popularity or Accessibility or Quality of food served? (Any one) 2. Does door delivery facility play a factor in increasing your preference towards any particular fast food restaurant? Yes or No or Maybe 3. Do regular offers play a factor in increasing your preference towards any particular fast food restaurant? Yes or No or Maybe 4. Does serving food on time (on both dine in and door delivery) play a factor in increasing your preference towards any particular fast food restaurant?
Yes or No or Maybe 5. Do membership cards and membership discounts influence you to become regular diner for any particular fast food restaurant? Yes or No or Maybe Ambiance -6. Does restaurant ambiance plays a factor overall dining experience? – Yes or No or Maybe 7. Does faded of a fast food restaurant chain plays a factor in choosing it over other? – Yes or No or May be 8. Does lighting and table arrangement affects your dining experience? Yes or No or May Be 9. Does politeness of staff and their appearance affects your overall experience?
Yes or No or May Be Food – 10. On food served at a fast food chain, order the following according to your reference- ;Quality ; Quantity ; Value for Money. 1 1 . When comes to quality of food, order the following according to your preference – ; Health ; Taste ; Well decorated and presented 12. When it comes to food ingredient used, order the following according to your preference- ; Fresh ; Preserved but healthy ; I don’t care as long as it is healthy ; I don’t care as long as it is tasty 13.
When it comes to Quantity of food, order the following according to your preference- ; More quantity thus FM ; Less quantity and FM to minimize food wastage Unlimited quantity so that I can have my required quantity of food. 14. In today’s scenario, what you feel would be reasonable cost of food for two at fast food restaurant chain, without compromising on Quality and Quantity. (Choose one) ; < Rs. 200 ; 201 -RS. 500 . >RSI. 501 15. Do you prefer multi cuisine menu or themed menu at a fast food restaurant?
We have surveyed over 107 Achaean people for this research and have reported the finding as given below. Findings 1. Quality of food served 2. Cuisine 3. Identity 4. Accessibility 5. Popularity 59% of the people said that they choose fast food based on the quality of food served, 26% of the people said cuisine is the influencing factor in selection of the fast food outlet, the other factors where quiet negligible Door delivery facility is not a major factor for people to show preference to a particular fast food outlet.
Membership cards do not play a major role in choice of the fast food outlet as most of the respondents have replied as “No” We have asked the following question in a five point scale ranging from strongly agree (1) to strongly disagree (5) and got the following result 3 4 5 Do regular offers play a factor in increasing your preference towards any particular fast food restaurant 8 45 14 10 Does serving food on time play a factor in increasing your preference towards any particular fast food restaurant 48 15 Does politeness of staff and their appearance affects your overall experience 46 28 8 11 Does restaurant ambiance plays a factor overall dining experience? 9 31 20 9 Does lighting and table arrangement affects your dining experience 23 32 21 16 From the above table we can say that people give more importance to serving food on mime, politeness of the staff and Ambiance as important factors in selecting a particular restaurant. When we asked participants to rank their preferences according to variables like quality, quantity, Value for Money etc. In different conditions their responses were graphed below: 1st Preference 2nd Preference 3rd Preference Quality 59 Quantity 25 29 53 FM 42 27 As we can see from the graph, the majority of participants preferred Quality over quantity and even Value for money. When we asked participants to rank their preferences for quality of foods according were graphed below Criteria
Health 57 Taste 41 54 12 appearance 18 19 70 As we can see from the graph and table attached along with, the majority of participants were concerned with the Health Factor over Taste and appearance of food. When we asked participants to rank their preferences for Quantity of foods in different conditions their responses were mentioned and graphed below Criteria More quantity means more FM 7 Less quantity and FM to minimize food wastage Unlimited quantity so that I can have my required quantity of food 18 As we can see here, the majority of participants preferred more quantity of food which will compensate their value for money then they preferred food wastage concern as a second factor and then unlimited quantity as a factor for quantity preference. Odds in different conditions their responses were mentioned and graphed below 4th Preference 5th Preference 17 Preserved but healthy healthy Tasty Look good As we can see from the graph and table attached along with that- The first choice for majority of participants was freshness of food when it comes to ingredient of food, after that they have chosen healthy but preserved food then healthy food, taste of Odds and the least preference was the appearance of food As the participants were majority hosteller from age group of 20-30, we can definitely see a particular pattern towards some factors like cuisine, offers, door delivery and a mixed trends towards health foods, Value for money, quantity, and appearance.
Variety in Cuisines, higher offers, politeness of employees and serving food on time (of on both dine in and door delivery) which were highly correlated with positive brand building for the fast food restaurant are appreciated by participants Membership cards, lightening and table arrangements were not influencing factors for choosing the particular fast food restaurant Participants preferred quality of food and as cuisine as their prime preferences over Value for money, quantity or any other food related factors This study has its limitation survey was not adequately covered overall population. But only one demographic segment only and for getting the more deep and through analysis, we need to include people from different age group to get the idea of influencing factors representing general population
