A PROJECT REPORT ON FAST FOOD REPLACING INDIAN FOOD SUBMITTED TO Dr.

Ritu Bajaj

SUBMITTED BY
Apoorva Parakh Kanika Rai Jay Gajjar Ayush Goyal Pooja Shandilya
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CERTIFICATE

This is to certify that the field work title FAST FOOD REPLACING, INDIAN FOOD is a bona fide work carried out by Apoorva Parakh, Kanika Rai, Jay Gajjar, Ayush Goyal, Pooja Shandilya students of JIMS, ROHINI SEC-5.

Internal Guide
Dr.Ritu Bajaj

Director
Dr. J.K. Goyal

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Acknowledgement

A successful project can never be prepared by the single effort or the person to whom project is assigned , but it also demand the help and guardianship of some conversant person who helps in the undersigned actively or passively in the completion of successful project. With great pleasure we express our gratitude to our director project guide DR. Ritu Bajaj without their help this would not have been completed. They have given their precious suggestions and constructive guidance has been indispensable in the completion of this project work.

Last but not the least we would also like to thank all the responded without the help of whom this project would not have been possible.

Apoorva Parakh Kanika Rai Jay Gajjar Ayush Goyal Pooja Shandilya

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INDEX

Sr.No
1 2 2a 2b 2c 2d 2e 3a 3b 3c 4 5 Introduction

Title

Page No.
6-8 8 9 11 12 13 14 15-23 24 27-28 29-31 32

Research Methodology Review of literature Need of research Objectives Sampling Methods of data collection Limitations Analysis and interpretation of results Limitation of research Conclusion and Recommendation Annexure : Questionnaire Bibliography

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CHAPTER 1
Introduction

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Project Title
Consumer Behaviour in the consumption of fast food The study of any subject is made by examining it in an organized fashion. There are three classes of variables involved in understanding consumer behaviour; STIMULUS, RESPONSE and INTERVENING variables. Stimulus variables, such as advertisements, products exist in both the individuals external environment. These generate a sensory input to consumers. Response variables are the resulting mental or physical reactions of individuals who are influenced by stimulus variables. For e.g. : purchasing a product or forming attitudes about it could be viewed as response variables. Many of the variables affecting consumers (such as personality, learning, and perceptions are external situations, motives, and so forth) cannot be directly observed.

A questionnaire was prepared by us in order to conduct market survey. The questionnaire was based on different parameters to judge and understand the consumer behaviours and determine the best possible strategies which could be used to attract customers.

The research carried out in this project was descriptive in nature. The study was aimed at knowing the various eating habits of a consumer. This project helped in understanding what exactly a customer looks in an eating joint before entering it. It gave an idea about the essential factors that are required now a day for an eating joint to attract customers in this competitive world.

We were also given a task to understand the customer eating habits, what a consumer wants while eating in a restaurant what all a consumer look for and what are their expectations, how can restaurant owner satisfy the needs and wants of a consumer so that the consumer may come back.

This project helped us to figure out the different consumer eating behaviour and to understand the overall customer perception of eating in a restaurant as well as their demand for restaurant.

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Scope of the Project

The market survey has done in fast food restaurants; this project is useful for the better understanding of the consumer behaviour. The project encompasses the various behaviour of customer, their pre and post behaviour when they eat. Moreover it also studies the preference level of consumer when fast food and Indian homemade food are compared. This is done to study factors that lay an impact on consumer to prefer one food over other. And does the change in life style has led to increase expenditure of consumer in the fast food category.

INTRODUCTION
Consumer behaviour is the study on when, why, how, where and what people do or do not buy products. It blends elements from psychology, sociology, anthropology and economics. It attempts to understand the buyer decision processes/buyer decision making process, both individually and in groups. The study of consumer behaviour is the study of how individual makes decision to spend their available resources (time, money and efforts) on consumption related items. It studies characters of individual consumers such as demographics, psychographics, and behavioural variables in an attempt to understand peoples wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general. Definition of consumer behaviour: The decision process and physical activity individuals engage in when evaluating, acquiring, using or disposing of goods and services. The term consumer behaviour can be defined As the behaviour that consumer display in searching for purchasing, using, evaluating and disposing of products, services and ideas which they expect satisfy their needs. PricewaterhouseCoopers recently highlighted something very important China and Indias economies are growing rapidly. By 2050, PwC expects China to be the worlds largest economy and India the third, while the U.S. takes second place but India is projected to emerge as the fastest growing economy over this time frame. Its share of global GDP should rise from 2% to 13%.Thats because it has a younger demographic and lower economic base than China. The former factor especially enhances Indias growth potential. And some forward-thinking companies are already capitalizing on the situation. Fast-food businesses have already flocked to China. Despite a slow start, India is beginning to develop a taste for western-style fast food. During the mid-1990s, chains such as Dominos Pizza, McDonalds and KFC owned
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by Yum Brands all tried to make it in India. But they found it tough going. Hectic schedules and rising incomes and the fact that around 60% of Indians are under 30 years old are creating new appetites among Indian consumers. Dining out is fast becoming a typical expenditure for more and more of them. As a result, sales at both western and local fast-food chains are growing 28% per year! Indians spent an estimated $1.3 billion on chain restaurants in 2009. According to the research firm, Euro monitor, about $400 million of that was at fast food restaurants. Euro monitor also pointed out that major urban centres dont have a monopoly on those eating habits. Fast food stores are also gaining favour in Indias smaller, second-tier cities as well.

Obstacles for Fast Food Chains in India Successful fast food chains need to understand the obstacles in their way

Real estate poses one big problem. Large, crowded Indian cities provide few suitable spots for restaurants. And the local competition isnt anywhere near close to rolling over. Along with local street vendors, there are a growing number of Indian fast food restaurant chains opening as well. Many of the latter specialize in serving up Indian and Asian dishes. And to many of the locals, thats much more appealing than spiced up versions of western foods.

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Chapter 2
Research methodology

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2a) Literature Review

The fast food industry in India has evolved with the changing lifestyles of the young Indian population. The sheer variety of gastronomic preferences across the regions, hereditary or acquired, has brought about different modules across the country. It may take some time for the local enterprise to mature to the level of international players in the field. Many of the traditional dishes have been adapted to suit the emerging fast food outlets. The basic adaptation is to decrease the processing and serving time. For example, the typical meal which called for being served by an ever alert attendant is now offered as a Mini-Meal across the counter. In its traditional version, a plate or a banana leaf was first laid down on the floor or table. Several helpers then waited on the diner, doling out different dishes and refilling as they got over in the plate. In the fast food version, a plate already arranged with a variety of cooked vegetables and curries along with a fixed quantity of rice and Indian flatbreads is handed out across the counter against a prepaid coupon. The curries and breads vary depending on the region and local preferences. The higher priced ones may add a sweet to the combination. Refills are generally not offered. The diversity of Indian cuisine poses logistical problems when it comes to handling. Hence it is common to serve different cuisines at different counters within the same premises. Presence of a large vegetarian population, who eschew non-vegetarian food, has given rise to outlets which exclusively serve vegetarian fast food. Also, different variety of food may be served depending on the times of the day. Beverages such coffee, tea, soft drinks and fruit juices may also be served in such outlets. Some outlets may additionally have specially designed counters for ice-cream, chaats etc. Another concept of fast food that is becoming popular is that of Food Courts. It is like putting together a number of Darshinis serving different cuisines under one roof. Here also one has to purchase coupons and collect the food from one of the several counters. Each one of these counters serves specific variety of food and may be owned by different individuals or caterers. Food Courts are normally located on much bigger premises and may provide seating facility in addition to the stand and eat arrangement. Typically one entrepreneur owns or takes on lease the entire premises and promotes the place under one name. He then lets out individual counters to different independent operators to offer different menu. Internal competition is avoided by not allowing more than one counter to offer similar food. Several international fast food chains like Kentucky Fried Chicken, McDonald's and Barista Coffee have their outlets in major cities. Caf Coffee Day, again a brainchild of Bangalore based businessman, is the only Indian chain which boasts of hundreds of outlets and is present across India. But then it is classified more as a coffee shop than a fast food place.

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2 b) Need of Research

The need of the research arose because of the regularly changing eating pattern of consumer which nowadays is more bend towards the western food culture rather than Indian homemade food. Due to various factors, this change has been observed in the consumer of various segments, especially youth, i.e. aged between 18-26 because of the western influence. Moreover lack time, or cost saving need, etc also influenced the same changing pattern. So the basis of research is to study the how much these factors are influencing this change, are these changes permanent or short term. Research Methodology ill common parlance refers to a search for knowledge. One can also define also research as a scientific and systematic research for pertinent information a specific topic. Research is an art of systematic investigation. Some people consider research as a movement, a movement to the known to the unknown.

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2 c) Objectives
To analyse consumer behaviour towards consumption of fast food To study the change in consumption pattern due to busy life style To study the change in consumption pattern of consumer due to influence of western culture

H0: 0 (Null Hypothesis) H0: 0 (Alternative Hypothesis) Significance Level ( = 5%) Application of T-test

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2 d) Sampling Primary: The data was collected through questionnaire comprising of 9 questions which
represented the entire study based on Indian food vis--vis Fast food

Questionnaires

Sampling Procedure:
1. Sample Unit : Students of JIMS institute

2. Sample Size

50 Respondents

3. Sampling Method

Random Sampling Method

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2 e) Methods of Data Collection

According to Clifford Woody: Research comprises defining and redefining problems, formulating hypothesis or suggested solutions, collecting, organizing and evaluating data, making deductions mil reaching conclusion, and at last carefully testing the conclusion to determine whether they fit the formulating hypothesis. Marketing research is defined as a systematic gathering and analysis of the data concern with an objective. The whole activity is divided into various parts and after compilation of that we reach at certain findings, which enable us to marketing decision. It involves the diagnosis of information needed and the selection of the relevant and inter-related variables. Primary Source Primary data consists of original information gathered for specific purpose. The primary data is collected through questionnaire. The questionnaire is through common instrument collecting primary collection. The data is collected from the students studying various programs of JIMS. Research Instrument
The research instruments used for collecting the primary data were the questionnaire.

Questionnaire The questionnaire was carefully developed tested and debugged before they were administered on a large scale. Each questions contributed to the research objective here questionnaire is structured types means there are concrete, definite and predetermined questions. The questions are presented are exactly same wording and in the same an order to all respondents. The questionnaire had a mix type of open ended, closed ended and multiple choice questions. The questions were limited in numbers simple direct and unbiased technology was adopted.

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Chapter 3
Analysis and Interpretation of Results, Conclusions and Recommendation

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1. Do you consume fast food?

Consumption pattern of respondent Frequency Valid Yes No Total 45 5 50 Percent 90.0 10.0 100.0 Valid Percent 90.0 10.0 100.0 Cumulative Percent 90.0 100.0

Interpretation:10% of respondents do not eat fast food while 90% do.

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2. Do you prefer fast food over Indian food?

Preference of fast food over Indian food Frequency Valid Yes No Total 20 30 50 Percent 40.0 60.0 100.0 Valid Percent 40.0 60.0 100.0 Cumulative Percent 40.0 100.0

Interpretation: 40% of respondents prefer Indian food over fast food where as 60% do not

3. If yes, how often you consume fast food?

Frequency of consumption of respondent Page 17 of 32

Frequency Valid Monthly Thrice a week Once a week Daily 5 Total 8 15 21 5 1 50

Percent 16.0 30.0 42.0 10.0 2.0 100.0

Valid Percent 16.0 30.0 42.0 10.0 2.0 100.0

Cumulative Percent 16.0 46.0 88.0 98.0 100.0

Interpretation: 16% of respondents consumes fast food monthly 30% of respondents consumes fast food thrice a week 42% of respondents consumes fast food once a week 10% of respondents consumes fast food daily 4. How much do you spend on fast food on monthly basis?
Expenditure on fast food Frequency Valid Upto 500 500 to 1000 1000 to 2000 2000 above Total 11 22 10 7 50 Percent 22.0 44.0 20.0 14.0 100.0 Valid Percent 22.0 44.0 20.0 14.0 100.0 Cumulative Percent 22.0 66.0 86.0 100.0

Interpretation: 44% of respondents are spending Rs. 500-1000per month while only 14% of the respondents are spending more than Rs. 2000 a month

5. Has fast food has increased your monthly expenditure?

Increment in expenditure of respondent

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Frequency Valid Strongly Disagree Disagree Neutral Agree Strongly Agree Total 1 2 10 28 9 50

Percent 2.0 4.0 20.0 56.0 18.0 100.0

Valid Percent 2.0 4.0 20.0 56.0 18.0 100.0

Cumulative Percent 2.0 6.0 26.0 82.0 100.0

Interpretation: 56% of respondents agree that fast food has increased your monthly expenditure whereas 2% strongly disagree to it.

6. You like to consume fast food because of

Group Statistics Gender of the responden t Taste of the food Male Female Cheap source of food Male Female Saves time Male Female No need to cook Male Female Easily available Male Female Discounts available Male Female Value added benifits Male Female N 21 29 21 29 21 29 21 29 21 29 21 29 21 29 Mean 3.86 3.24 2.52 2.55 3.38 3.10 3.62 3.07 3.81 3.28 2.95 2.62 2.86 2.62 Std. Deviation 1.014 1.405 1.250 1.152 1.203 1.235 1.244 1.361 1.250 1.486 1.359 1.237 1.236 1.178 Std. Error Mean .221 .261 .273 .214 .263 .229 .271 .253 .273 .276 .297 .230 .270 .219

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Interpretation: After applying T-test on the question we have found out that Taste of food is a significant factor in changing the decision of consumer. Therefore, at significance level 5% we have accepted the null hypothesis on the basis of taste of food which is a deciding factor, where the consumers decision making is affected.

7. What are you criteria of preference for Indian food over fast food?
Most Important Factor to prefer Indian Food over Fast Food Frequency Valid Hygienic Healthy Feasible Traditionally followed Parents intervention Total 10 18 8 9 5 50 Percent 20.0 36.0 16.0 18.0 10.0 100.0 Valid Percent 20.0 36.0 16.0 18.0 10.0 100.0 Cumulative Percent 20.0 56.0 72.0 90.0 100.0

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Interpretation: Most of the respondents i.e. 36% were of the opinion that health is the most important factor for their preference for Indian food over fast food while hygienic factor was the next most important factor in the opinion of respondents. 8. Mark the Satisfaction level from fast food?
Satisfaction Level from Fast Food Frequency Valid Highly dissatisfied dissatified Neutral Satisfied highly satisfied Total 2 3 16 28 1 50 Percent 4.0 6.0 32.0 56.0 2.0 100.0 Valid Percent 4.0 6.0 32.0 56.0 2.0 100.0 Cumulative Percent 4.0 10.0 42.0 98.0 100.0

Interpretation: 56% of the respondents were satisfied with the fast food, While 32% were neutral for the same condition.

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9. Mark your satisfaction level from Indian food?

Satisfaction Level from Indian Food Frequency Valid Neutral Satisfied highly satisfied Total 7 16 27 50 Percent 14.0 32.0 54.0 100.0 Valid Percent 14.0 32.0 54.0 100.0 Cumulative Percent 14.0 46.0 100.0

Interpretation: 54% of the respondents were highly satisfied with the Indian food, clearly showing their preference over Indian food while no respondents were dissatisfied with Indian food.

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FINDINGS AND OBSERVATIONS

1. Almost every person contacted or interviewed said that he/she has visited small eating joints. 2. From analysis we found out that most of the people were affected and attracted with offers and schemes. 3. Most of the people who visit small eating joints prefer to spend Rs. 500-1000 in a month. 4. Most of the respondents take on the spot decision of eating different products because of the various product displays. 5. For most of the respondents quality plays a very important role because most of the respondents said that they want quality products and thats also one reason for most of the respondents sticking to particular brands. 6. We can also say that location, variety convenience and economical products are not the only things which attract the customer but there are some other factors which play a major role in attracting the customers as mentioned above.

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Limitations of research
Time constraint: The allotted time to conduct the survey was 15 days. Therefore it became a bit difficult to cover the entire area of Rohini.

Availability of data: Most of the restaurants and eating joints were not in favour of us conducting the survey inside their premises as it would disturb their customers. Non-willingness of the respondents to answer the questionnaire was also a hurdle.

Reliability of data: Reliability of data always remains a prime concern when humans are surveyed. Noninterest, poor understanding, unclear questions, inability to think instantly and customer biases creeps in apprehensiveness in the minds of the researcher while tabulating and analyzing the data.

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Conclusion
Consumers behaviour is often studied because certain decisions are significantly affected by their behaviour or expected actions. For this reason consumer behaviour is said to be applied discipline.

1. In a general sense, the most important reason for studying consumer behaviour is the significant role it plays in our lives. Much of our time is spent directly in the market place, eating or engaging in other activities. A large amount of additional time is spent thinking about products and services, talking to friends about them, and seeing or hearing advertisements about them. In addition, the goods people eat and the manner in which they use them significantly influence how they live their daily lives. These general concerns alone are enough to justify our study of consumer behaviour. However, many seek to understand the behaviour of consumers for what are thought to be more immediate and tangible reasons. 2. The main reason behind this project was to find out the behaviour of the consumer behaviour while eating in small eating joints because most of the population surveyed preferred to eat at large restaurants and how day by day the consumers demands are increasing and through this project I came to know that what are the various behaviour of a typical customer who eats in different eating joints. 3. Therefore, at significance level 5% we have accepted the null hypothesis on the basis of taste of food which is a deciding factor, where the consumers decision making is affected.

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Recommendations

1. Most Suitable timing for customers are evening and late night so customers are recommended that they hope they will be enjoy better services at that time.

2. Customers visit food joints with group. 3. Most of the people spend 500 rupees at a time visit, so they hope to eat more in this budget. 4. Western foods (pizzas and burgers) and Chinese nodules are favourite cuisines of customers comparatively Indian cuisine, so food joints have to serve these cuisines most. 5. Customers face convenience problems, so food joints have to rectify this.

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Chapter 4
Annexure

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Questionnaire
Gender Male
Q1) Do you consume fast food?

Female

Yes

No

Q2) Do you prefer Fast food over Indian food?

Yes

No

Q3) if yes, how often do you consume fast food?

Monthly Thrice a week Once a week Daily

Q4) How much do you spend on Fast food on a monthly basis?

Up to Rs 500 Rs500-Rs 1000 Rs 1000- Rs 2000 Rs 2000 and above

Q5) Fast food has increased your monthly expenditure?

Strongly disagree

Disagree

Neutral

Agree

Strongly agree

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Q6) you like to consume fast food because? (Rate them according to your preference)
Strongly

Agree

Taste of the food Cheap source of food Saves time No need to cook Easily available Discounts available at various outlets Value added benefits Packaging

Strongly Agre

Agree

Neutral

Disagree

Strongly

Disagree

Q7) what are your most preferable factor to prefer Indian food over Fast food

a) Hygienic b) Healthy c) Feasible d) Traditionally followed e) Parents intervention

Q8) Mark your satisfaction level from Fast food?

Highly Dissatisfied

Dissatisfied

Neutral

Satisfied

Highly Satisfied

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Q9) Mark your satisfaction level from Indian food?

Highly Dissatisfied

Dissatisfied

Neutral

Satisfied

Highly Satisfied

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Bibliography

Books and magazines:

o Consumer Behaviour Fourth edition by David L. London & Albert J. Delia Bitta. o Research methodology (Methods & Technology) Revised Second edition by C.R.Kothari
http://www.staronefastfoodindia.com/franchise.html http://www.globalpost.com/dispatch/india/100419/india-fast-food-taco-bell

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