A

RESEARCH PROJECT REPORT

ON

CONSUMER PERCEPTION TOWARDS FAST FOOD

Submitted for partial fulfillment of requirement for the award of degree

Of
MASTER OF BUSINESS ADMINISTRATION
Of

PUNJAB TECHNICAL UNIVERSITY

JALANDHAR
Session 2015-2017

Supervision By Submitted by
Mrs. POOJA Mr. PUSHAP SHARMA
Lecturer Univ. Roll No.: 1543536
MBA, 4th Semester
 CONTENTS

DECLARATION

CERTIFICATE

ACKOWNLEGMENT

PREFACE

CHAPTER- 1 Introduction,

INTRODUCTION 7 Ps of Marketing,Structure of Bank Marketing

Defining of the Problem

Objective scope & limitation,

Literature Review

CHAPTER-2 Research of methodology,Research Design

METHODOLOGY Method of collection data,

Sampling Plan,Limitation

CHAPTER-3

ANALYSIS & Analysis and Interpretation of data

INTERPRETATION

CHAPTER-4 Finding

FINDING AND Conclusion

CONCLUSION

CHAPTER-5 Suggestion

SUGGESTION AND Recommendation

RECOMMENDATION

CHAPTER-6 Bibliography

REFERENCE Questionnarie
INTRODUCTION

As a consumer we are all unique and this uniqueness is reflected inthe consumption pattern and
process purchase. The study of consumer behavior provides us with reasons whyconsumers
differ from one another in buying using products and services. We receive stimuli from the
environment and the specifics of the marketing strategies of different products and services, and
responds to these stimuli in terms of either buying or not buying product. In between the stage of
receiving the stimuli and responding to it, the consumer goes through the process of making his
decision.

As a consumer we are all unique and this uniqueness is reflected in the consumption pattern and
process purchase. The study of consumer behavior provides us with reasons why consumers
differ from one another in buying using products and services. We receive stimuli from the
environment and the specifics of the marketing strategies of different products and services, and
responds to these stimuli in terms of either buying or not buying product. In between the stage of
receiving the stimuli and responding to it, the consumer goes through the process of making
his decision.Think about what's important to your customer. Think about the product attributes
that will make a difference to that customer and how your customer perceives your product in
terms of these attributes, especially as compared to your competitors. What kind of a target
market have you got? Are they sophisticated enough that you would be thinking of using an ad
that depends on a high level of ability to perform closure?

The field of consumer behaviour has been explored extensively,with a view to understanding
how, when and why consumers make purchase decisions. Common research themes have
included studies that explored what factors influence the purchase making decision process and
the attitudes towards a product, which depend heavily on his perception of the product .The
European food market, in general, and the Portuguese market, in particular, has suffered from
several food scares, the most recent being the BSE and nitrofuranes scandals. Under the glare of
intandensive media attention, specific consumer food safety concerns can erupt into widespread
alarm.Consumers are therefore more and more concerned about food safety and quality, more
discredit about food supply, desiring more transparency in production and distribution channel
and, for some products, losing their trust in the production process. According to Henson and
Northen (2000), food scandals as BSE, driving the individual consumers to react in different
ways, depending on their perceptions of the risks associated with the product.Consumer
behaviour is very complex and determined by emotions, motives and attitudes. The attitudes play
a fundamental role in consumer behaviour field, because determines his disposition to respond
positively or negatively to an institution, person, event, object orproduct However, the relations
between motives/attitudes and consumer behaviour are not unilateral.

Consumption leads to experience with the product, and vice versa this affects attitudes. When a
consumer evaluate a product alternatives that may satisfy the same need,desire or want, he
integrate the perceptions of the alternatives into an overall judgement, or attitude,about the
attractiveness of each product alternative. In their alternative evaluation, the perception of
sanitary risk due to the consumption of certain products could drive consumers attitudes away
from those products. Government regulation of this sector is a response to market failure , and
the necessity of the social regulator to interfere in order to assure consumers that the products are
healthy. The existence of concerned consumers has been well documented over the past.
Throughout this period reports, surveys and academic research have consistently highlighted the
existence of consumers who are concerned about a broad spectrum of issues ranging from the
environment and animal welfare, through to social concerns.

Recently, a report by the New Economic Foundation (Doane 2001) suggested that despite the
rapid growth of ethical consumerism to date, this is only the beginning of a market which has
immense future potential. The impact of crises including BSE and foot and mouth disease
nitrofuranes, salmonellas and dioxin scare has focused attention on food production, quality, and
food safety.
OBJECTIVES OF THE STUDY

The systematic and objective identification, collection, analysis,dissemination, and use

information for the purpose of assisting management in decision making related to the
identification and solution of problem and opportunities in fast food marketing.When an industry
comes in the competitive fast food market then the main problem comes in front of him is, how
can survive in thefast food market. For this purpose they have tom know about their production
process, employment process, distribution process, consumer needs and consumer behavior in
fast food. The main purpose of the industry is to satisfy the consumer needs.Their all function
rounds around the customer, they try to know the behavior of the customer and fulfill their goal
and to know about the customers behavior they do fast food marketing research. In this era the
fast food marketing research is the basic part of the industry. Fast foodMarketing research
include the evaluation of the organizations all functions like their production, manufacturing,
distribution, marketing , financial and human resources. We can say it is the internal research of
an industry. There are some external factor which affects the growth of the organization like
customer behavior about fast food and the political, technological, economical, and legal
environment. And the most important factor is consumer buying behavior because this factor is
responsible for the utilization of the product and ultimately sells of the product. So industry also
needs the research on the consumer buying behavior.

When we do the research on the consumer behavior about fast food we should know the entire
factor which affects the consumer fsat food buying behavior. Social environment, education,
culture and traditions,income, society are the factors which affect the buying behavior of the
consumer. We can also divide it into geographic, demographic, psychological factor.

The main objective of this study are

To under stand why customer buy a particular product.
To know the marketing opportunities.
To know about customer acceptance of the product.
To analyse the customer expectation from the manufacturer.
To help the company to know what consumer want in the product.
Why consumer prefer imported goods instead of indigenous goods.
In the marketing research we firstly design our research.Our research can be Descriptive,
explorative and casual research design.Casual research design is based on survey and
observation. In this research process we are selected descriptive research design.

SCOPE OF THE STUDY:-

Each and every project study along with its certain objectives also have scope for future. And
this scope in future gives to new researches a new need to research a new project with a new
scope. Scope of the study not only consist one or two future business plan but sometime it also
gives idea about a new business which becomes much more profitable for the researches then the
older one. Scope of the study could give the projected scenario for a new successful strategy with
a proper implementation plan. Whatever scope I observed in my project are not exactly having
all the features of the scope which I described above but also not lacking all the features.

Social class influences many aspects of our lives. i.e; upper middle class Indian prefer luxury
cars Mercedes.
Upper-upper class, .75%, inherited wealth, aristocratic names.
Lower-upper class, 35-45%, newer social elite, from current professionals and corporate
elite
Upper-middle class, 65%, college graduates, managers and professionals
Middle class, 32%, average pay white collar workers and blue collar friends
Working class, 38%, average pay blue collar workers
Lower class, 15%, working, not on welfare
Lower-lower class, 10%, on welfare
Social class determines to some extent, the types, quality, and quantity of products that a
person buys or uses.

Lower class people tend to stay close to home when shopping; do not engage in much pre-
purchase information gathering.Stores project definite class images.Family, reference groups and
social classes are all social influences on consumer behavior. All operate within a larger culture.
LITERATURE REVIEW

Function that links the consumer, customer, and public to the marketer through information-
information used to identify and define marketing opportunities and problems; to generate,
refine, and evaluate marketing actions; to monitor marketing performance; and to improve
understanding of the marketing process. Marketing research specifies the information required to
address these issues, designs the methods for collecting information, manages and implements
the data collection process, analyzes, and communicates the findings and their implications..
Briefly it is a systematic design, collection, analysis, and reporting of data and findings relevant
to a specific marketing situation facing the company, allows management to make the changes
necessary for better results through adopting a proactive approach. Therefore, if a company
wants to know what type of products or services would be profitable it should make a market
research. Furthermore, a comprehensive research will enable the company to know about the
product imperfections (if there are) and to know if it has been able to satisfy customers needs.

It attempts to provide accurate information that reflects a true state of affairs. Due to market
research the company can formulate a viable marketing plan and estimate the success of its
existing plan. There are two main sources of marketing research information:Primary marketing
research is collected for the first time if the company has enough money to finance it, but in most
case it is the second more accurate one. It is original and collected for a specific purpose, or to
solve a specific problem. Primary research delivers more specific results than secondary
research, more expensive and time consuming, which are an especially...
Philip Kotler (1994)

Today the demand for the, hectic lifestyles, timesaving products are increasingly. Obliviously
one of the example is Fast Food Industry. The rate of growth in consumer expenditures on fast
food has led most other segments of the food-away-from home market for much of the last two
decades. Since 1982, there is growth rate in consumer spending at fast food. The consumers
spent at fast food outlets grew at an annually he proportion of away-from-home food
expenditures on fast food also increased. D. Jekanowski, January-April 1999
All over the, local governments are faced with federal and state cuts to their budget which have
caused tension in their delivery of services and programs. Municipalities are trying many
different solutions to help reduce the pressure on their budgets while still meeting the needs of
their citizens.

The word fiscal stress is very common among federal, state, and local governments. What does
fiscal stress mean to state and local governments? "In terms of a structural definition fiscal stress
can be described as constraints put on the local government by its economy (its economic base),
its population's structure (determining the extent of service need), and the cost of providing a
unit of service " (Diaz and Green,Winter 2001).

DATA SOURCE

There are two sources of data collection:

Primary data source

Secondary data source.

Primary Data: -

Primary data are those data, which are obtained for the first time by the investigator himself. In
order words, by primary data we mean those data, which are originally, i.e., those in which little or
no grouping has been made, the instance being recorded or itemized encountered.

The source of primary data used in my project is the questionnaire. Primary are the raw data like raw
material. Primary data are according to object of investigation and used without correction. The
collection of primary data requires large sum, energy and time. Precautions are not necessary in the
use of the primary data.
Secondary Data: -

Secondary data means data that are already available i.e.; they refer to the data, which have already
been collected and analyzed by some one else. When the researcher utilizes secondary data, then he
has to look in to various sources from where he can obtain them. In this cause he is certainly not
confronted with the problems that are usually associated with the collection of original data.
Secondary data may either be published data or unpublished data.

BASIC DATA COLLECTION METHOD

There are two basic methods available for collection of data these are.

1) Questionnaire method or survey method.

2) Observation method.

QUESTIONNAIRE METHOD
This method refers to all those method which are required for obtaining the needed information
from the respondents for the purpose of understanding and predicting some aspect of behavior of
population of interest.

BIBLIOGRAPHY:-

Websites:

www.scribd.com

www.wikipedia.com

www.mutualfundsindia.com

www.icmrindia.com

www.papers.ssm.com

www.iadb.org
 www.moneycontrol.com

www.yahoofinance.com

www.rediffmoney.com

www.nseindia.com

www.investopedia.com

Journals & other references:

Icfai Journals of Service Marketing

The Economic Times

Business Standard

The Telegraph

Business India

Fact sheet and statements of various fund houses.