fast food industry analysis proposal dissertation

Category: Food and drink,
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To examine the frame of mind towards consumption of healthy food choices within the junk food industry


We are an advertising research staff of a junk food chain retail outlet. With increasing awareness regarding healthy food among the masses and with client preferences changing towards healthy food choices, we plan to launch a health foodstuff segment to cater to this kind of need with the customers. We could also worried about the costs of the item that whether it should be costed same as those of normal take out or the buyers would be offering a premium to get healthy food.

But before launching that product we would like to know that “Is it worth it to our junk food restaurant to promote healthy food. To answer this kind of management decision problem, all of us intend to conduct a marketing exploration within the region of Western world Delhi.


* Precisely what is fast food?

Definition1. Fast food had been defined by simply Bender and Bender (1995) as a “general term used for the limited menu of foods that lend themselves to production-line methods; suppliers usually specialize in products such as burgers, pizzas, chicken breast, or sandwiches.

Definition2. In Data Monitor’s (2005) survey the fast food companies are defined as the sale of foodstuff and drinks for immediate consumption both on the building or in designated eating areas distributed to other foodservice operators, or for ingestion elsewhere. Definition3. As per “the free dictionary fast food is “inexpensive meals, such as burgers and toast chicken, prepared and offered quickly. Definition4. According to Merriam-Webster online dictionary junk food is “designed for all set availability, work with, or ingestion and with little thought given to top quality or value

* So why fast food?

* Quick history of junk food industry in India

* Fast food industry trend, facts and figures, key players in India

* Relating to a study by the Orde Strategic Management Group, how big is the American indian health-and-wellness food market will climb from an estimated Rs101. 5bn in 2010 to Rs550bn by 2015, suggesting annual regarding 35-37%.

5. Why healthy food?

Health foodstuff is desired by people mostly because of the various health issues associated with eating fast food: * Trans Excess fat which is commonly found in fast food have a poor effect on overall health * The fast food consumption increase calorie consumption, promote fat gain, and elevates risk for diabetes. * Obesity is also associated with various other conditions

* Precisely what is Healthy food?

Definition1: According to “the free dictionary healthy food is “Any natural or perhaps prepared food popularly thought to promote great health


* Food with low content of edible oil used.

* Reduced fat, lower cholesterol and reduced sodium.

Main segments

H&W goods in India could be labeled into three dominant types, i. electronic. Better-for-You(BFY), Useful / Fortified, and Normal categories.

Study Objective

The primary aim of each of our research is to derive symptoms that may contribute to better ideal and technical marketing decisions. The overall goal of the research is “To study the attitude to consumption of healthy food in the fast food industry this has been broken into following sub-objectives: 1) To analyze the intake pattern towards fast food and health/wellness meals. * What all sort of fast food people prefer, at what period, at what places they go, * What is the power behind it, e. g. style, spiciness, ease, price, period factor and so forth * The majority of popular fast food

2) To examine the elements that impact the buyers to go for healthy food

* Sickness

* Obesity

* Recognition

5. Who

3) To study the buyer perception regarding healthy food am?iais a vis normal fast food w. r. t. two factors i actually. e. taste and selling price * How much does consumer consider healthy food e. g. taste, price

4) To identify the possibility/impact of nutritional value of fast foods about consumer order decision.

Analysis Questions and Hypothesis

Issue: Do buyer think healthy food choices is as tasty as fast food? H1: consumers perceive healthy food to be of same flavor as typical fast food. Problem: Do customer think healthy food choices is costs same as regular fast food? H2: Customers see healthy food costs same as typical fast food. Problem: Is there any kind of impact of nutritional value of fast foods upon consumer buy decision? H3: Nutritional value of fast foods has no impact on client purchase decision.

Research Design and style

Qualitative Research


Because of the disovery nature of some of the facets of the goals, we need to have got detailed qualitative information. The qualitative analysis will probe the following:

* the consumption eq, the kinds of product consumed and the major reasons to use the products

5. At what time and for what spots do they prefer to go

2. What is the driving force at the rear of their choice, e. g. taste, spiciness, ease, price, time factor etc .

* Most popular take out

2. Whether they would rather pay more for healthy food

* What factors influence the customers to enjoy healthy food

Human population and sampling

Samples for the study will consist of youngsters segment (indicated as customer in this study) in the age bracket of 20 to 27 years. Ease samples will be drawn from Western Delhi place among the students. We recommend to perform 4 emphasis groups with the following single profiles: Group 1&2: Dwarka Area

Group 3&4: Janak Puri

Quantitative Exploration

We propose to perform a study using questionnaire inside the markets of Dwarka and Janakpuri place and also a web survey with the relevant respondents.


This stage expects to quantify the elements that influence the respondents to eat healthy food. It will also provide the percentage of each and every category of fast food which clients generally want to eat out and at what place &at what period. It will also support us to quantify that how many customers understand healthy food by same style as normal fast food and of the same price. By developing classified data we will know what type of persons prefer healthy food choices and what amount they are willing to pay. Also all of us will know that how many customers look at the nutritional value from the product prior to taking a buy decision.

Inhabitants and sample

Samples for the study can consist of youth segment (indicated as client in this study) in the age group of 20 to twenty-seven years. Convenience samples will be drawn from West Delhi location among the scholars. Our meaning of convenience examples includes only one dimension that is easy access to the sample devices otherwise it was random choice of individuals by a large number of buyers at the take out outlets. We are carrying out a survey of 2 hundred Indian Customers The face to manage interviews will be carried out in various days and in different retailers such as, open up markets, classic shops and supermarkets. A pilot test on 12-15 consumers will probably be conducted to be able to ensure that the statements happen to be clear also to identify unnecessary variables and questions which were difficult to appreciate.


We all will develop a questionnaire for this specific purpose. The customer survey will übung the following: 2. the intake frequencies, the categories of merchandise consumed as well as the main reasons to use these products * The elements which affect the customers to consume healthy food 2. Which class of fast food people generally choose and the major reason to use that product * Do buyers perceive healthy food to be since tasty as normal junk food * If customers are able to pay more pertaining to healthy food * Is there any kind of impact of nutritional value on their purchase decision Analysis:

Statistical analysis such as descriptive statistical analysis and frequency distribution.


component analysis

cluster research


Week | Activity|

1-3 several weeks | Table research|

4-6 weeks| Qualitative discipline work|

7 week| Questionnaire development|

8-9 week| Quantitative stage(n=200)|

10 week| Coding and data preparation|

10 week| Examination |

12 week| Presentation and Report obtainable |


Phase | Description | Costs |

Qualitative exploration | 4 focus groups-travel cost | 1200| Quantitative research | 200 interviews-Stationary-travel cost| 5001200| Total | | 2900|


This study has some limitations that however tend not to liquidate the purpose of the study. Data for the analysis will be accumulated from Western Delhi area mainly Dwarka and Janakpuri. Sampling models are mainly of small unmarried consumers. Annexure 1: Definitions of Health & Wellness Categories

¢ Better-For-You: Food products with lower numbers of ‘bad’ substances /nutrients intended for the buyers like sweets or fat are called BFY products. Various low-fat, low-sugar or diet plan products might fall under the BFY category. ¢ Fortified / Practical: Food products fortified with additional ingredients or produced as well as suitably customized to provide a distinctive health gain are known as functional or fortified foods. Functional drinks, vitamin as well as mineral fortified milk or perhaps fruit juices and bakery products with added fiber would be classified while functional food. ¢ Natural: Products offered under the All-natural platform are specifically produced with no chemicals, additives or artificial substances / chemical substances. 100% organic juices, all set meals with no preservatives, etc . are few examples of this sort of products. ¢ Organic: These are made from foods that are produced without use of chemicals (fertilizers, pesticides) throughout their cultivation. ¢ Naturally healthy: These foods are viewed as healthy inside their natural kind itself just like milk, extra virgin olive oil, fruit juices etc .


1) Naresh K. Malhotra, Marketing Research- An Applied Orientation, third Edition 2) Anita Goyal and D. P. Singh, “Consumer belief about fast food in India: an exploratory study 3) Andrea Freeman, “fast Food oppression through poor nutrition’ California Regulation Review, Vol. 95, issue 6 4) “Healthy Ambition, Economic Intellect Unit, Apr 6th 2011, Vol XVIII No . 7 5) “The Health & Wellness Foods Industry in India: A great Overview, Orde Strategic Managing Group(2009)


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