Fast Food Industry Research Proposal Essay

To analyse the attitude towards bring outlay of rosy-cheeked aliment deep down the prodigal nutriment industryBackgroundWe atomic number 18 a marketing question team of a prompt pabulum chain store. With change magnitude awargonness rough wellnessy provender among the masses and with consumer takeences changing towards ruddy nourishment, we reckon to launch a health pabulum segment to cater to this need of the clients. We atomic number 18 too concerned about the set of the product that whether it should be priced resembling as that of approach pattern prodigal regimen or the customers would be wholeowing to turn over a premium for hale feed. But forwards launching that product we want to complete that Is it worth it to our spendthrift intellectual nourishment eating ho social occasion to market healthy fodder. To solvent this management decision problem, we intend to pack a marketing investigate within the region of westerly Delhi.Introducti on* What is close intellectual nourishment?Definition1. Fast nutrient obligate been delineate by bender and Bender (1995) as a general border used for a limited fare of sustenances that lend themselves to production-line techniques suppliers tend to specialize in products such(prenominal) as hamburgers, pizzas, chicken, or sandwiches. Definition2. In Data Monitors (cc5) persuasion the abstain food market is defined as the sale of food and drinks for neighboring(a) ingestion either on the premise or in designated eating areas overlap with other foodservice operators, or for consumption elsewhere. Definition3. As per the free dictionary stiff food is inexpensive food, such as hamburgers and heat up chicken, prepared and served quickly. Definition4.According to Merriam-Webster online dictionary refrain food is designed for ready availability, use, or consumption and with little consideration given to quality or significance* why prompt food?* Brief business relation ship of fast food industry in India* Fast food industry trend, facts and figures, diagnose players in India* According to a theme by the Tata Strategic Management gathering, the sizing of the Indian health-and-wellness food market leave behind rise from an estimated Rs101.5bn in 2010 to Rs550bn by 2015, implying yearly growth of 35-37%.* Why healthy food?Health food is favorred by great deal mostly because of the various health issues associated with eating fast food * Trans Fats which is customaryly found in fast food nurse a negative effectuate on health * The fast food consumption increase calorie intake, raise weight gain, and elevates risk for diabetes. * obesity is excessively linked to various other diseases* What is rationalnessing(a) food?Definition1 As per the free dictionary healthy food is Any indispensable or prepared food hotly believed to promote good healthDefinition2* food for thought with low content of edible fossil oil used.* Lower fat, impose c holesterol and glare sodium.Major segmentsH&W products in India could be classified into three predominate categories, i.e. Better-for-You(BFY), Functional / bastioned, and Natural categories.enquiry object glassThe main aim of our investigate is to condescend indications that may contribute to better strategic and tactical marketing decisions. The overall butt of the battlefield is To regard the attitude towards consumption of healthy food within the fast food industry this has been divided into pursuance sub-objectives 1) To study the consumption pattern towards fast food and health/wellness food. * What all sort of fast food large number prefer, at what measure, at what places they go, * What is the driving business leader behind it, e.g. prove, spiciness, ease , price, time cypher and so on * Most popular fast food2) To study the factors that deviate the consumers to go for healthy food* Sickness* Obesity* Awareness* Who3) To study the consumer perception about healthy food vis a vis shape fast food w.r.t. two factors i.e. taste and price * What does consumer think about healthy food e.g. taste , price4) To diagnose the possibility/ dissemble of nutritional foster of fast foods on consumer purchase decision.enquiry Questions and HypothesisQuestion Do customer think healthy food is as tasty as fast food? H1 customers encompass healthy food to be of same taste as normal fast food. Question Do customer think healthy food is be same as normal fast food? H2 Customers perceive healthy food costs same as normal fast food. Question Is in that location either impact of nutritional measure of fast foods on consumer purchase decision? H3 nutritionary value of fast foods has no impact on consumer purchase decision.Research shapeQualitative ResearchPurposeBecause of the alpha nature of some of the aspects of the objectives, we need to have detailed qualitative in micturateation. The qualitative research entrust probe the pursuit* the consu mption 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,* What 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 gift more for healthy food* What factors influence the customers to eat healthy food creation and samplingSamples for the study exit harp of jejuneness segment (indicated as consumer in this study) in the age group of 20 to 27 years. Convenience samples are pull from western United States Delhi region among the college students. We propose to subscribe 4 focus groups with the following profiles company 1&2 Dwarka RegionGroup 3&4 Janak Puri numeric ResearchWe propose to conduct a study using questionnaire within the markets of Dwarka and Janakpuri region and also an online survey of the relevant respondents.PurposeThis branch intends to quantify the factors that infl uence the respondents to eat healthy food. It forget also give the destiny of each category 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 info we will cope what type of people prefer healthy food and what price they are willing to pay. Also we will know that how many customers look at the nutritional value of the product before victorious 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 West Delhi region among the college students. Our definition of convenience samples includes simply one dimension that is easy accession to the sample units otherwise it was random infusion of individuals from a large number of custom ers 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 different outlets such as, open markets, traditional shops and supermarkets. A vanish test on 15 consumers will be conducted in order to hold that the statements are clear and to identify unembellished variables and questions that were difficult to understand.ProcedureWe will wax 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 digestStatistical synopsis such as descriptive statistical analysis and frequency distribution.t-testfactor analysiscluster analysisTimingWeek Activity1-3 weeks Desk research4-6 weeks Qualitative field work7 week Questionnaire development8-9 week Quantitative stage(n=200)10 week Coding and data preparation11 week synopsis 12 week Presentation and state available CostsPhase exposition Costs Qualitative research iv focus groups-travel cost 1200 Quantitative research 200 interviews-Stationary-travel cost 5001200 Total 2900LimitationsThis study has some limitations that however do non liquidate 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 unmarried 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 diet products would fall under the BFY category. Fortified / Functional Food products beef up with redundant ingredients or produced / suitably modified to try a distinct health receipts are termed as functional or fortified foods. Functional drinks, vitamin / mineral fortified milk or fruit juices and bakeshop products with added fiber would be classified as functional foods. Natural Products sold under the Natural platform are specifically manufactured with no chemicals, additives or coloured substances / chemicals. 100% natural juices, ready meals without preservatives, etc. are few examples of such products. organic These are made from foods that are expectant 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, 3rd mutant 2) Anita Goy al and N.P. Singh, Consumer perception about fast food in India an exploratory study 3) Andrea Freeman, fast Food oppression through low-down nutrition California Law Review, Vol. 95,issue 6 4) Healthy Ambition, Economic intelligence activity Unit, April 6th 2011,Vol XVIII No. 7 5) The Health & Wellness Foods Industry in India An Overview, Tata Strategic Management Group(2009)