Fast Food Outlets
ABSTRACT
This research deals with the behavior of the customer in choosing the fast food outlets, entering into the market with new products, determining the buying pattern of the consumer and finding new ways or assessing the ways to promote the outlet. These are the objectives of the paper. This paper finds and analyses the important factors influencing the sponsorship of a new fast food outlet. These factors will be determined through the detailed survey methodology. Initially the factors for consideration of new fast food outlet will be highlighted through various elicitation techniques. Based on the factors that emerged out of those techniques, a questionnaire will be prepared and will be given to a sample size of respondents. A descriptive research design will be adopted to do the survey with the help of the questionnaire. Based on the study, the recommendations will be considered to sponsor a successful fast food outlet in India.
INTRODUCTION
The fast food culture emerged as early as the 19th century. During the Industrial Revolution, a large workforce was required to work for 10 to 12 hours a day. With so much work to be done, fast food was the idea of a quick and easy lunch.
In India, fast food culture emerged in the decades after independence, starting from the 1950’s. Eating at home used to be a significant aspect of Indian culture, so the change was gradual. Over a period of time, with a growth in the number of nuclear families, economic growth and increasing per capita income as well as globalization, fast food culture gained prominence. Women were shifting from their conventional roles of managing the household and taking care of the children. With growth in literacy, they started joining the workforce in large numbers. Fast food became a time-saving alternative to cooking for them.
Similarly, children resorted to fast food to fill their stomachs in school and college. Their exposure to global urban culture and Western cuisine accelerated
This research deals with the behavior of the customer in choosing the fast food outlets, entering into the market with new products, determining the buying pattern of the consumer and finding new ways or assessing the ways to promote the outlet. These are the objectives of the paper. This paper finds and analyses the important factors influencing the sponsorship of a new fast food outlet. These factors will be determined through the detailed survey methodology. Initially the factors for consideration of new fast food outlet will be highlighted through various elicitation techniques. Based on the factors that emerged out of those techniques, a questionnaire will be prepared and will be given to a sample size of respondents. A descriptive research design will be adopted to do the survey with the help of the questionnaire. Based on the study, the recommendations will be considered to sponsor a successful fast food outlet in India.
INTRODUCTION
The fast food culture emerged as early as the 19th century. During the Industrial Revolution, a large workforce was required to work for 10 to 12 hours a day. With so much work to be done, fast food was the idea of a quick and easy lunch.
In India, fast food culture emerged in the decades after independence, starting from the 1950’s. Eating at home used to be a significant aspect of Indian culture, so the change was gradual. Over a period of time, with a growth in the number of nuclear families, economic growth and increasing per capita income as well as globalization, fast food culture gained prominence. Women were shifting from their conventional roles of managing the household and taking care of the children. With growth in literacy, they started joining the workforce in large numbers. Fast food became a time-saving alternative to cooking for them.
Similarly, children resorted to fast food to fill their stomachs in school and college. Their exposure to global urban culture and Western cuisine accelerated
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