Comparative Study On Customer Perception

SarvaVidyalayaKelvaniMandal (Kadi), Sanchalit
B P COLLEGE OF BUSINESS ADMINISTRATION

(A Constituent College of KADI SARVA VISHWAVIDYALAYA) Sector 23, GH 6 Road, Gandhinagar
CERTIFICATE
This Is To Certify That The FollowingStudents Of
B P College of Business Administration, Gandhinagar,

Have Submitted Their Capstone Project Report On
Comparative
Study on Customer Perception towards Fast Food in Ahmedabad

In The Academic Year 2012-13in Partial Fulfillment of the Requirements for the Paper CAPSTONE PROJECT In SEMESTER VI of B. B. A. Programme Under KADI SARVA VISHWA VIDYALAYA.
Sl. No 1 2 3 4 5 6 7
Name of Student
Roll No.
--------------------------Prof. Mathew John (Faculty Guide)
----------------------------------Dr. Ramakanta Prusty (Head of the College)
Comparative Study on Customer Perception towards Fast Food in Ahmedabad

Capstone Project Report
Batch: 2010-13 Bholabhai Patel College of Business Administration, Gandhinagar
A Capstone Project Report On Comparative Study on Customer Perception towards Fast Food in Ahmedabad
Submitted in the Partial Fulfillment of the Requirement for the Degree of
BACHELOR OF BUSINESS ADMINISTRATION

KADI SARVA VISHWAVIDYALAYA, GANDHINAGAR
Submitted By: Group No. E-70

Sr. No. 1 2 3 4 5 6 7 Name SHARMAJAYDIPKUMAR K. NAVIN SINGH PATEL PARTH V. SOLANKI RINUBEN I. THAKOR KINJAL B. VAGHELAKOMALBEN G. RATHOD JAYDEEPSINH S. Enrollment No. 1013BBA482 1013BBA181 1013BBA346 1013BBA492 1013BBA524 1013BBA539 0912BBA364 Roll No. 430 431 432 433 436 438 176
Project Guide: Prof Mathew John B.P College of Business Administration, Gandhinagar Year: 2012-13
ACKNOWLEDGEMENTS
I am indebted to the powerful almighty of God for all the blessing he showered on me and being with me throughout the study. I would like to express my sincere thanks to all the employee of Pizza Hut, Dominos, KFC, McDonalds and Subway. Who co-operated with me throughout the project. I am deeply obliged to Dr. Ramakanta Prusty for his exemplary guidance and support without whose help this project would most have success. I would like to place my sincere gratitude and appreciation to my project guide Prof. Mathew John for his kind co-operation and guidance which enabled me to complete my project. I also take this opportunity to express my gratitude to my loving parents and friends who are constant source of motivation and there never ending support and encouragement during the project.
EXECUTIVE SUMMARY
With rapidly growing middle class population and changing lifestyle, India is blessed with one of the fastest growing fast food market of the world. The Indian fast food market is growing at the rate of 30-35% per annum. All most all big fast food brands of the world have succeeded in making their presence felt in the country and most of them are posting appreciable growth. Consequently, all the popular fast food chains have chalked out massive plans for expending their business and presence throughout the country. Moreover, foreign fast food chains are aggressively increasing their presence in the country. For instance, Dominos has planned to open 60-65 outlets every year for the next three years (2010-2012). According to Indian Fast Food Market Analysis, although the market has witnessed a robust growth in the past couple of years, it remains largely underpenetrated and concentrated into metropolitan cities. However, there is large room for growth in tier-II cities and tier-III cities, which are mostly untapped. Therefore, the future of Indian Fast Food Industry lies in the masses that live in tier-II and tier-II cities. The report provides extensive research and objective analysis on the fast expanding Indian fast food market. The report analyzes all the vital industry trends and possible growth areas for future expansion. It also analysis important driving forces in detail, which will help clients to understand the market better.
Moreover, we have also identified the important players operating in the sector and have made a separate chapter which talks about their business expansion plans in detail. Most importantly, the report also features forecast on fast food sales in the country. The forecast is based on the correlation between past market growth and growth in base drivers such as growth in middle class, urbanization, cultural shift and lifestyle changes. Fast food players such as Pizza Hut and McDonalds focused on introducing new food items, such as Veg. Wraps to their menus in 2011. Additionally, fast food chains such as McDonald
have also continued to offer value for money combo deals which were promoted by persuasive advertisements. Additionally, fast foods good satiety value and rich taste available at affordable prices continued to attract consumers aged between 15-25-years-old.
Table of Contents
Chapter No. No. I II III IV V I 1.1 1.2 1.3 1.4 1.5 1.6 II 2.1 2.2 2.3 2.4 2.5 2.6 2.7 III 3.1 3.2 3.3 3.4 3.5 IV 4.1 4.2 4.3 4.4 4.5 V VI Cover page Front page Certificate Acknowledgement Executive Summary Introduction to the Project Introduction or the Background of the Project Rational of the Study or why this topic has been selected Objective of the Study Data source and Methodology Chapterisation Scheme Limitation of the study Fast Food Industry What is Fast Food? What is Junk Food? On the go Cuisine Filling Station Street Vendors and Concession Criticism of Fast Food Top Fast Food Providers in Ahmedabad McDonalds Subway Pizza Hut Dominos KFC Factors Affecting Perception Affordable meals drive sales at fast food chains Rivals Dominos, Pizza Hut each target Indian market Abstract Factors affecting consumer behavior Rivalry among existing competitors Data analysis and Interpretation Findings Content Page No.
I II
2 2 3 4 6 7
10 12 13 14 14 15 15
17 23 30 37 46
65 68 68 69 75 77 109
VII
Conclusion Annexure Bibliography List of Pie-Charts Genders that prefer to eat fast food Age bracket of youngsters who prefer to eat fast food Preferred fast food outlets by the respondents How often respondents eat fast food? First thing that strikes respondents mind about Fast Food Respondents think more improvement Problem faced by respondents in fast food outlets Fast food outlets adequate Important thing for choosing a particular fast food outlet Vegetarian and Non-Vegetarian Ratio Part-A Favorite Vegetarian fast food product Rank the Veg. Product from 1 to 7 (1 being the worst quality and 7 as the best quality) Respondents favorite Bread product Respondents believe fats food outlets put chemical in their food Respondents believe in nutrition facts at the fast food outlets Respondents who seen nutrition facts at fast food outlets and trust it Part-B Favorite Non-Vegetarian fast food product Rank the Veg. Product from 1 to 7 (1 being the worst quality and 7 as the best quality) Respondents favorite Bread product Respondents believe fats food outlets put chemical in their food Respondents believe in nutrition facts at the fast food outlets Respondents who seen nutrition facts at fast food outlets and trust it
111 III IV
1 2 3 4 5 6 7 8 9 10
77 78 79 80 81 82 83 84 85 86
11 12 13 14 15 16
87 88 94 95 96 97
17 18 19 20 21 22
98 99 105 106 107 108
Chapter: I Introduction to the Project

CONTENT
LEARNING OBJECTIVES
After reading this chapter, you should be able to: Introduction or the background of fast food. Objectives of preliminary research. Exploratory research. Research Methodology. -Research objectives. -Research Scope. -Secondary Data. -Primary Data. -Sampling. -Time Frame. -Age Group. -Data analysis and tools used. Chapterisation Scheme -McDonald -Subway -Pizza Hut -Dominos -KFC Limitation of the Study.
Introduction or the Background. Rational of the study or why this topic has been selected. Objective of the Study. Data Source and Methodology. Chapterisation Scheme. Limitation of the Study.
BPCBA/2010-13/Sem-VI/Group No. E-70 1
1.1Introduction or the Background of the Project

Food diversity in India is an implicit characteristic of Indias diversified culture consisting of different regions and states within. Traditionally, Indians like to have home-cooked meals a concept supported religiously as well as individually. However, with times due to increasing awareness and influence of western culture, there is a slight shift in food consumption patterns among urban Indian families. It started with eating outside and moved on to accepting a wide variety of delicacies from world-over. Liberalization of the Indian economy in the early 1990s and the subsequent entry of new players set a significant change in lifestyles and the food tastes of Indians. Fast food is one which gained acceptance of Indian palate after the multinational fast food players adapted the basic Indian food requirements viz. vegetarian meals and selected nonvegetarian options excluding beef and pork totally from their menu. Multinational fast food outlets initially faced protests and non-acceptance from Indian consumers. This was due to primary perception that these fast food players serve only chicken and do not serve vegetarian meals. In addition, fast food is perceived expensive besides being out-of-way meals in Indian culture. Today, fast food industry is getting adapted to Indian food requirements and is growing in India. It is gaining acceptance primarily from Indian youth and younger generations and is becoming part of life. Keeping in view the Indian habits and changing preferences towards food consumption, this study has its focus to understand the factors affecting the perception of Indian youth, in the age group of 15-25 years, towards consumption of fast food as well as towards making choice of fast food outlets.
1.2 Rational of the study or why this topic has been selected.
The Indian fast food market has been witnessing rapid growth on the back of positive developments and presence of massive investments. Currently, market growth is largely fuelled by the rising young population, working women, hectic schedules, and increasing disposable income of the middle-class households. Some of the unique properties of fast food like quick served, cost advantage, etc. are making it highly popular among the masses. Thus, India offers enormous opportunities for both domestic as well as international players.
1.3 Objective of the Study Objectives of preliminary research

After discovering the problem, it needs to be defined and this should be a statement in the terms used by the decision maker.
The objective of preliminary research is to gather data on the situation

surroundings the supposed problem to determine.
A correct definition of the problem. An understanding of its environment. Whether the initial feedback data, which triggered problem recognition
accurately, pictured the situation.
Preliminary Research has no standard Techniques.
Exploratory research
The next Question is that whether there is sufficient need to conduct an exploratory study such a studys main purpose/objective would be to determine the approximate area where the problems rise and also to identify since attractive courses of action to solve it. It may incidentally also enable a sharper definition of the problem to be made. If an Exploratory study of alternatives were conducted. It would begin with identifying a number of hypotheses that are already known to the firm. Discussion with managers in the company would probably bring out a number of hypotheses without having to leave the office/firm.
1.4
Data Source and Methodology
Research objectives
To identify the factors affecting the choice of (Indian youth) consumers for fast Food. To study the consumption pattern towards fast foods particularly with respect to The frequency of visits and choice of fast food outlets. To identify the impact of hygiene and nutritional value of fast foods on consumer Purchase decision. To study the consumer perceptions about popular fast food outlets in Ahmedabad, Gujarat, India.
Research Scope
S.G. Highway, Ahmedabad
Secondary Data
Catalogues, Browsers, Support materials Websites Newspapers, Magazines
Primary Data
Survey of 100 respondents/youngsters/consumers BPCBA/2010-13/Sem-VI/Group No. E-70 4
Sampling
Probability Sampling method was used Simple Random Sampling method was used for primary survey in Ahmadabad The sample size of 100 was also chosen to support the analysis
Time Frame
6 Months 1st Two Months = Data Collection Next Month = Preparing Draft Last Three Months= Questionnaire, Analysis, Recommendations & Suggestions.
Age Group
15 years 25 years We consider the youngsters as people aged between 15 years 25 years and also those who are Unmarried.
Data analysis and tools used

After the data was collected through the Questionnaire, Data table was prepared and an analysis was doing using Pie-Charts and Briefing a little Description about the analysis.
1.5
Chapterisation Scheme
McDonalds
McDonald's Corporation is the world's largest chain of hamburger fast food restaurants, serving around 68 million customers daily in 119 countries.Headquartered in the United States, the company began in 1940 as a barbecue restaurant operated by Richard and Maurice McDonald; in 1948 they reorganized their business as a hamburger stand using production line principles. Businessman Ray Kroc joined the company as a franchise agent in 1955. He subsequently purchased the chain from the McDonald brothers and oversaw its worldwide growth. A McDonald's restaurant is operated either by a franchisee, an affiliate, or the corporation itself. The corporation's revenues come from the rent, royalties and fees paid by the franchisees, as well as sales in company-operated restaurants. McDonald's revenues grew 27 percent over the three years ending in 2007 to $22.8 billion, and 9 percent growth in operating income to $3.9 billion. McDonald's primarily sells hamburgers, cheeseburgers and chicken, French fries, breakfast items, soft drinks, milkshakes and desserts. In response to changing consumer tastes, the company has expanded its menu to include salads, fish, wraps, smoothies and fruit.
Subway
Subway is an American restaurant franchise that primarily sells submarine sandwiches (subs) and salads. It is owned and operated by Doctor's Associates, Inc. (DAI). Subway is one of the fastest growing franchises in the world with 37,881 restaurants in 98 countries and territories as of November 7, 2012. It is the largest single-brand restaurant chain globally and is the second largest restaurant operator globally after Yum! Brands (over 37,000 locations). Subway's main operations office is in Milford, Connecticut; five regional centers support Subway's growing international operations. The regional offices for European franchises are located in Amsterdam, Netherlands; the Australia and New Zealand locations are supported from BPCBA/2010-13/Sem-VI/Group No. E-70 6
Brisbane, Australia; the Asian locations are supported from offices located in Beirut, Lebanon, Malaysia, Singapore and India and the Latin America support center is in Miami, Florida.
Pizza Hut
Pizza Hut is an American restaurant chain and international franchise that offers different styles of pizza along with side dishes including salad, pasta, Buffalo wings, breadsticks, and garlic bread. Corporately known as Pizza Hut, Inc., it is a subsidiary of Yum! Brands, Inc., the world's largest restaurant company. As of 2012, there were more than 6,000 Pizza Hut restaurants in the United States, and more than 5,139 store locations in 94 other countries and territories around the world.
Dominos
Domino's Pizza is an American restaurant chain and international franchise pizza delivery corporation headquartered in Ann Arbor Township, Michigan, United States, near Ann Arbor, Michigan.Founded in 1960, Domino's is the second-largest pizza chain in the United States (after Pizza Hut) and has more than 10,000 corporate and franchised stores in 70 countries and all 50 U.S. states. Domino's Pizza was sold to Bain Capital in 1998 and went public in 2004.
KFC
KFC (Kentucky Fried Chicken) is a fast food restaurant chain headquartered in Louisville, Kentucky, United States, which specializes in fried chicken. An "American icon", it is the world's largest fried chicken chain and the third largest restaurant chain after Subway and McDonald's, with over 17,000 outlets in 115 countries and territories as of December 2011.
1.6

Limitations of the Study

Sample size of 100 may be unreasonable Most of the secondary data was collected from the company websites.
There was no tools available, which would measure and give the effectiveness of fast food advertisements on the Youngsters
Chapter: II Fast Food Industry

CONTENT
LEARNING OBJECTIVES
After reading this chapter, you should be able to:
Define Fast Good Define Junk Food Fast food outlets are take-away or take-out Cuisine of fast food Convenience Stores Vendors and Concession Criticisms of fast food
What is Fast Food? What is Junk Food? On the go Cuisine Filling Stations Street Vendors and Concession Criticisms of fast food
2.1 What is Fast Food?
From onion rings to double cheeseburgers, fast food is one of the worlds fastest growing food types. Fast foods are quick, reasonably priced, and readily available alternatives to home cooked food. While convenient and economical for a busy lifestyle, fast foods are typically high in calories, fat, saturated fat,
sugar, and salt. Many other definitions are proposed for fast foods in the literature. A few of these are mentioned below: Definition 1. Fast food have been defined by Bender and Bender (1995) as a general term used for a limited menu of foods that lend themselves to production-line techniques; suppliers tend to specialize in products such as hamburgers, pizzas, chicken, or sandwiches. Definition 2. In Data Monitors (2005) survey the fast food market is defined as the sale of food and drinks for immediate consumption either on the premises or in designated eating areas shared with other foodservice operators, or for consumption elsewhere. Definition 3. As per the free dictionary fast food is inexpensive food, such as hamburgers and fried chicken, prepared and served quickly. Definition 4. According to Merriam-Webster online dictionary fast food is designed for ready availability, use, or consumption and with little consideration given to quality or significance.
Fast food is a very fast growing industry in world as well as in India especially in urban areas (small and large cities). However, not much research literature is available on fast food preferences of consumers especially young consumers in India.
Fast food is the term given to food that can be prepared and served very quickly. While any meal with low preparation time can be considered to be fast food, typically the term refers to food sold in a restaurant or store with low quality preparation and served to the customer in a packaged form for takeout/take-away. The term "fast food" was recognized in a dictionary by MerriamWebster in 1951 Outlets may be stands or kiosks, which may provide no shelter or seating, or fast food restaurants (also known as quick service restaurants). Franchise operations which are part of restaurant chains have standardized foodstuffs shipped to each restaurant from central locations.
The capital requirements involved in opening up a fast food restaurant are relatively low. Restaurants with much higher sit-in ratios, where customers tend to sit and have their orders brought to them in a seemingly more upscale atmosphere may be known in some areas as fast casual restaurants.
2.2 What is Junk Food?
Junk food is a derisive slang term for food that is of little nutritional value and often high in fat, sugar, salt, and calories. It is widely believed that the term was coined by Michael Jacobson, director of the Center for Science in the Public Interest, in 1972. Junk foods typically contain high levels of calories from sugar or fat with little protein, vitamins or minerals. Foods commonly considered junk foods include salted snack foods, gum, candy, sweet desserts, friedfast food, and sugary carbonated beverages. Many foods such as hamburgers, pizza, and tacos can be considered either healthy or junk food depending on their ingredients and preparation methods with the more highly processed items usually falling under the junk food category. What is and is not junk food can also depend on the person's class and social status, with wealthier people tending to have a broader definition while lower-income consumers may see fewer foods as junk food, especially certain ethnic foods. Despite being labeled as "junk" consuming such foods usually does not pose any immediate health concerns and is generally safe when integrated into a well-balanced diet.
A Big Mac meal with French fries and Coca-Cola served at a McDonald's.
2.3
On the go
Fast food outlets are take-away or take-out providers, often with a "drive-through" service which allows customers to order and pick up food from their cars; but most also have a seating area in which customers can eat the food on the premises. Nearly from its inception, fast food has been designed to be eaten "on the go", often does not require traditional cutlery, and is eaten as a finger food. Common menu items at fast food outlets include fish and chips, sandwiches, pastas, hamburgers, fried chicken, French fries, chicken nuggets, tacos, pizza, hot dogs, and ice cream, although many fast food restaurants offer "slower" foods like chili, mashed potatoes, and salads.
McDonald's first two-lane drive-through was at the Rock N Roll McDonald's in Chicago.
2.4
Cuisine
Modern commercial fast food is often highly processed and prepared in an industrial fashion, i.e., on a large scale with standard ingredients and standardized cooking and production methods. It is usually rapidly served in cartons or bags or in a plastic wrapping, in a fashion which minimizes cost. In most fast food operations, menu items are generally made from processed ingredients prepared at a central supply facility and then shipped to individual outlets where they are reheated, cooked (usually by microwave or deep frying) or assembled in a short amount of time. This process ensures a consistent level of product quality, and is key to being able to deliver the order quickly to the customer and eliminate labor and equipment costs in the individual stores. Because of commercial emphasis on speed, uniformity and low cost, fast food products are often made with ingredients formulated to achieve a certain flavor or consistency and to preserve freshness.
2.5 Filling stations

Many petrol/gas stations have convenience stores which sell pre-packaged sandwiches, doughnuts, and hot food. Many gas stations in the United States and Europe also sell frozen foods and have microwaves on the premises in which to prepare them.
2.6 Street vendors and concessions

Traditional street food is available around the world, usually from small operators and independent vendors operating from a cart, table, portable grill or motor vehicle. Common examples include Vietnamese noodle vendors, Middle Eastern falafel stands, New York City hot dog carts, and taco trucks. Turo-Turo vendors (Tagalog for point point) are a feature of Philippine life. Commonly, street vendors provide a colorful and varying range of options designed to quickly captivate passers-by and attract as much attention as possible. Depending on the locale, multiple street vendors may specialize in specific types of food characteristic of a given cultural or ethnic tradition. In some cultures, it is typical for street vendors to call out prices, sing or chant sales-pitches, play music, or engage in other forms of "street theatrics" in order to engage prospective customers. In some cases, this can garner more attention than the food.
2.7 Criticism of fast food

Fast food chains have come under criticism over concerns ranging from claimed negative health effects, alleged animal cruelty, cases of worker exploitation, and claims of cultural degradation via shifts in people's eating patterns away from traditional foods. The intake of fast food is increasing worldwide. A study done in Jeddah has shown that current fast food habits are related to the increase of overweight and obesity among adolescents in Saudi Arabia.
Chapter: III Top Fast Food Provider in Ahmedabad

LEARNING OBJECTIVES
CONTENT
McDonalds Subway Pizza Hut Dominos KFC
Of

History Product Global Operation Slogan Advertisement
McDonalds Subway Pizza Hut Dominos KFC
3.1
McDonald's
McDonald's Corporation is the world's largest chain of hamburger fast food restaurants, serving nearly 47 million customers daily. At one time it was the largest global restaurant chain; it has since been surpassed by multi-brand operator Yum! (KFC, Taco Bell and others) and sandwich chain Subway. Each McDonald's restaurant is operated by a franchisee, an affiliate, or the corporation itself. The corporations' revenues come from the rent, royalties and fees paid by the franchisees, as well as sales in company-operated restaurants. McDonald's revenues grew 27% over the three years ending in 2007 to $22.8 billion, and 9% growth in operating income to $3.9 billion.
McDonald's primarily sells hamburgers, cheeseburgers, chicken products, French fries, breakfast items, soft drinks, milkshakes, and desserts. In response to obesity trends in western nations and in the face of criticism over the healthiness of its products, the company has modified its menu to include such healthier alternatives as salads, wraps and fruit.
History
"Speedee" The business began in 1940, with a restaurant opened by brothers Dick and Mac McDonald in San Bernardino, California. Their introduction of the "Speedee Service System" in 1948 established the principles of the modern fast-food restaurant. The original mascot of McDonald's was a man with a chef's hat on top of a hamburger shaped head whose name was "Speedee." Speedee was eventually replaced with Ronald McDonald in 1963. The first McDonald's restaurants opened in the United States, Canada, Costa Rica, Japan, the Netherlands, Germany, Australia, France, El Salvador and Sweden in order of openings. The present corporation dates its founding to the opening of a franchised restaurant by Ray Kroc, in Des Plaines, Illinois on April 15, 1955, the ninth McDonald's restaurant overall. Kroc later purchased the McDonald brothers' equity in the company and led its worldwide expansion and the company became listed on the public stock markets in 1965. Kroc was also noted for aggressive business practices, compelling the McDonald brothers to leave the fast food industry. The McDonald brothers and Kroc feuded over control of the business, as documented in both Kroc's autobiography and in the McDonald brothers' autobiography. The site of the McDonald brothers' original restaurant is now a monument. BPCBA/2010-13/Sem-VI/Group No. E-70 18
With the expansion of McDonald's into many international markets, the company has become a symbol of globalization and the spread of the American way of life. Its prominence has also made it a frequent topic of public debates about obesity, corporate ethics and consumer responsibility.
Products
McDonald's predominantly sells hamburgers, various types of chicken sandwiches and products, French fries, soft drinks, breakfast items, and desserts. In most markets, McDonald's offers salads and vegetarian items, wraps and other localized fare. Portugal is the only country with McDonald's restaurants serving soup. This local deviation from the standard menu is a characteristic for which the chain is particularly known, and one which is employed either to abide by regional food taboos (such as the religious prohibition of beef consumption in India) or to make available foods with which the regional market is more familiar (such as the sale of McRice in Indonesia.)
Global operations
Countries with McDonald's stores
McDonald's has become emblematic of globalization, sometimes referred to as the "McDonaldization" of society. The Economist magazine uses the "Big Mac Index": the comparison of a Big Mac's cost in various world currencies can be used to informally judge these currencies' purchasing power parity. Scandinavian countries lead the Big Mac Index with four of the five most expensive Big Mac's. Norway has the most expensive Big Mac in the world as of July 2008, whilst the cheapest country is Malaysia. Thomas Friedman once said that no country with a McDonald's had gone to war with another. However, the "Golden Arches Theory of Conflict Prevention" is not strictly true. Careful historians point to the 1989 United States invasion of Panama, NATO's bombing of Serbia in 1999, the 2006 Lebanon War, and the 2008 South Ossetia War as exceptions. Some observers have suggested that the company should be given credit for increasing the standard of service in markets that it enters. A group of anthropologists in a study entitled Golden Arches East looked at the impact McDonald's had on East Asia and Hong Kong in particular. When it opened in Hong Kong in 1975, McDonald's was the first restaurant to consistently offer clean restrooms, driving customers to demand the same of other restaurants and institutions. In East Asia in particular, McDonald's have become a symbol for the desire to BPCBA/2010-13/Sem-VI/Group No. E-70 20
embrace Western cultural norms. McDonald's have recently taken to partnering up with Sinopec, China's second largest oil company, in the People's Republic of China, as it begins to take advantage of China's growing use of personal vehicles by opening numerous drive-thru restaurants.
McDonald's Advertising
"I'm lovin' it" redirects here. For the Justin Timberlake single, see I'm Lovin' It. McDonald's has for decades maintained an extensive advertising campaign. In addition to the usual media (television, radio, and newspaper), the company makes significant use of billboards and signage, sponsors sporting events ranging from little League to the Olympic Games, and makes coolers of orange drink with their logo available for local events of all kinds. Nonetheless, television has always played a central role in the company's advertising strategy. To date, McDonald's has used 23 different slogans in United States advertising, as well as a few other slogans for select countries and regions. At times, it has run into trouble with its campaigns.
History
There have been many McDonald's advertising campaigns and slogans over the years. The company is one of the most prevalent fast food advertisers. McDonald's Canada's corporate website states that the commercial campaigns have always focused on the "overall McDonald's experience", rather than just product. The purpose of the image has always been "portraying warmth and a real slice of everyday life. Its TV ads, showing various people engaging in popular activities, usually reflect the season and time period. Finally, they have never in their advertising history used negative or comparison ads pertaining to any of their competitors; the ads have always focused only on McDonalds alone.
Slogan
India I'm lovin' it (1989-present)
Current campaign
i'mlovin' it is an international branding campaign by McDonald's Corporation. It was created by Heye& Partner, a longtime McDonald's agency based in Unterhaching, Germany, near Munich, and a member of the DDB Worldwide Communications Group, Inc. It was the company's first global advertising campaign and was launched in Munich, Germany on September 2, 2003, under the German title ichliebees. The English part of the campaign was launched on September 29, 2003 with the music of Tom Batoy and Franco Tortora (Mona Davis Music) and vocals by Justin Timberlake, in which the slogan appears. In 2007, after a public casting call which received 15,000 submissions, McDonald's selected 24 people to appear as part of the campaign. Images of those chosen, who had submitted a story and digital photograph which "captured ... themes of inspiration, passion and fun," appear on McDonald's paper bags and cups worldwide. In Spring/summer 2008, McDonald's underwent the first phase of their new image and slogan: 'What we're made of.' This was to promote how McDonald's products are made. Packaging was tweaked a little to feature this new slogan. In fall 2008, McDonald's introduced new packaging, eliminating the previous design stated above with new, inspirational messages, the "I'm lovin it" slogan. (Appearing only once on most packages). McDonald's also updated their menu boards with darker, yet warmer colors, more realistic photos of the products featured on plates and the drinks in glasses. In 2009 they expect to have this entire nationwide.
3.2 Subway
Subway is a fast food franchise that primarily sells submarine sandwiches, salads and single dish pizzas. It is owned and operated by Doctor's Associates, Inc. (DAI). Subway is one of the fastest growing franchises in the world with approximately 31,697 restaurants in 91 countries as of September 2009. It is the largest single-brand restaurant chain globally and is the second largest restaurant operator globally after Yum! Brands (35,000 locations)
Subway's main operations office is in Milford, Connecticut, and five regional centers support Subway's growing international operations. The regional offices for European franchises are located in Amsterdam, Netherlands. Australia and New Zealand are supported from Brisbane, Australia, the Middle Eastern locations are supported from offices located in Beirut, Lebanon, the Asian locations from Singapore, and the Latin America support center is in Miami, Florida. In the UK and Ireland the company hopes to expand to 2,010 restaurants by the year 2010. Many restaurant analysts attribute Subway's fast growth to the growing concern on health by restaurant customers, a trend that Subway has taken advantage of in its marketing. In 1999, an Indiana University student named Jared Fogle lost 245 pounds (110 kg) with a diet made up mostly of Subway sandwiches combined with exercise. The story is used by Subway as a large part of their marketing campaign to this day...
4 Products
A Sub Sandwich A 6-inch ham sandwich
Subway's main product is the submarine sandwich, or "Sub". Many stores also offer Cookies, muffins, and Danishes which may be purchased in a variety of flavors. In 2001, Subway added seasoned breads and a line of specialty items to its menu and in 2003, most Subway markets switched their beverage contracts to supply Coca-Cola products BPCBA/2010-13/Sem-VI/Group No. E-70 24
exclusively, having previously left it up to the individual market to decide whether to serve Coke or Pepsi. In order to ink the current deal with Coca-Cola, Coca-Cola helped pay for the initial rollout of toaster ovens to all existing restaurants in North America. Subway gave customers the option to have their sandwiches toasted in response to increased competition from a rival sandwich chain, Quiznos, which popularized toasted submarine sandwiches. In Australia, the introduction of Fresh Toasting enabled the Subway Franchise to prevent Quiznos from gaining market share. The Turbo Chef and Merry chef toaster ovens are a microwave and convection oven hybrid. The deal with Coca-Cola led to Quiznos switching to Pepsi chain wide, except in Canada. One of the chain's best-known sandwiches is the BMT, which originally stood for Brooklyn Manhattan Transit, but now stands for Biggest, Meatiest, and Tastiest. The sandwich contains salami, pepperoni and ham. As of 2004, it was Subway's most popular cold sandwich in the United Kingdom. In 2006, the first kosher Subway restaurant in the United States opened in a suburb of Cleveland, Ohio. Subway spokesman Jared Fogle was in attendance at the opening. "With slight modifications, such as no pork-based products, and the use of soy-based cheese, the menu is virtually identical to that of any other Subway restaurant. Since then, kosher Subways have opened in New York, Los Angeles, Kansas City, and Baltimore, as well as Livingston, NJ, and plans have been announced for Milwaukee, Boston, and one inside the JCC in West Bloomfield, Michigan, a suburb of Detroit. Some of these locations serve soy cheese, but most don't serve any form of cheese at all. All Subway restaurants in Muslim countries serve a halal menu. There are also at least two Subway restaurants in the United States that do the same, three in Canada, and a growing number in the United Kingdom. The success of these stores has been mixed, but the company will open more halal stores.
Subway also offers items other than sandwiches; breakfast items include such baked goods as bagels, egg & sausage sandwiches, and as of July and August 2006, "personal pizzas" are available in select markets to their menu. The personal pizzas are made upon order (as with their sandwiches) and heated "in less than 90 seconds" (cooking for 85 seconds) as advertised on televised commercials. Breakfast and pizza items are only available in some stores. Most stores offer additional toppings upon request.
5 Global locations
Subway is present in 91 countries and territories 31751 Restaurants in 91 Countries
6 Subway Advertising
Subway uses the advertising slogan "Eat Fresh" to explain how every sandwich is made on freshly baked bread, using fresh ingredients, in front of the customer to their exact specification, by employees who Subway terms "Subway Sandwich Artists". In 2008, Subway began to offer "Five Dollar Foot-long" submarine sandwiches in the United States as a limited time only promotion. Customer response prompted Subway to make a "Five Dollar Foot-long Everyday Value Menu" that includes 8 foot long sandwiches (Spicy Italian, Cold Cut Combo, Tuna, BLT, Black Forest Ham, Meatball, Veggie Delite& Oven Roasted Chicken) a permanent menu item.] The jingle from the commercials advertising Five Dollar Foot-longs has gained some popularity. BPCBA/2010-13/Sem-VI/Group No. E-70 27
In 2009, Subway brought back the "Five Dollar Foot-Long" sandwiches for a limited time. These sandwiches included every sub excluding Double Meat and Premium subs. In November 2007, Subway's US commercials featured the Peter Griffin character from Family Guy in which he extols the virtues of its new Subway Feast sandwich. 31751 Restaurants in 91 Countries Subway has also used instant win competitions based on the game Scrabble as promotional tools. Subway also notably has a product placement television advertisement campaign for the US series Chuck, ongoing since its first season. As ratings dwindled in the second season, a campaign to "save Chuck" was launched by fans, which involves purchasing a foot-long sandwich from Subway on April 27, 2009, the date of the season finale. Tony Pace, Subway's marketing officer, reportedly called it the best product placement the restaurant chain has done "in several years."
Slogans
"Eat Fresh", first used in 2000 is the Subway chain's current worldwide slogan. Past slogans and regional variations include:

"When You're Hungry, Make Tracks for Subway" (1979-1985) "My Way" (19851990) "The Place Where Fresh is the Taste" (19901995) "What a Sandwich" (19941995) "Right Before Your Eyes" (1995-96) "The Way A Sandwich Should Be" (19962000) "Eat Fresh." (2001-present) "Choose Well." (2004present) "I feel good" (2009-present in Australia/New Zealand) "You can have it my way, or Subway" (2005-present in Edinburgh SAS) "Subway, Where Winners Eat" (2009-present, During the 2009 Little League World Series)
"We've Got A Sub For That" (2009 in the UK and Ireland) BPCBA/2010-13/Sem-VI/Group No. E-70 28
3.3 Pizza Hut
Pizza Hut is an American restaurant chain and international franchise based in Addison, Texas(a northern suburb of Dallas), offering different styles of pizza along with side dishes including pasta, buffalo wings, breadsticks, and garlic bread. Pizza Hut is a subsidiary of Yum! Brands, Inc., the world's largest restaurant company, with approximately 34,000 restaurants, deliverycarry out units, and kiosks in 100 countries.
History
The chain was founded in 1958 by Dan and Frank Carney. The Original Pizza Hut building was later relocated to the Wichita State University campus. Additional restaurants were opened, with the first franchise unit opening in 1959 in Topeka, Kansas. At the same time Pizza Hut was growing in and around Kansas, Shakey's Pizza was developing a stronghold along the West Coast. The competition provided Pizza Hut the impetus to evaluate its mission and direction. Dan and Frank Carney saw Shakey's expanding into their territory and realized that they needed to determine if Pizza Hut should be in the entertainment business or if it should be a neighborhood pizza restaurant. They decided to stick with the neighborhood business and realized that they needed to have a good standard image. The Carney brothers began to systematize operations and building designs to counter the competition from Shakey's. The franchise network continued to grow through friends and business associates, and by 1964 a unique standardized building appearance and layout was established for franchised and company-owned stores, creating a universal look that customers easily recognized. By 1972, with 314 stores nationwide, Pizza Hut went public on the New York Stock Exchange under the stock ticker symbol PIZ. In 1977, Pizza Hut was acquired by PepsiCo, who later also bought KFC and Taco Bell. In 1997, the three restaurant chains were spun off into Tricon, and in 2002 joined with Long John Silver's and A&W Restaurants to become Yum! Brands. The oldest continuously operating Pizza Hut in the world is in Manhattan, Kansas, in a shopping and tavern district known as Aggieville near Kansas State University.
Pizza Hut's prototype version of a restaurant (19501961). This was only used at four prototype Pizza Hut locations. There are only a few menu items on this version.
Products
Pizza Hut sells pizzas in four different sizes: personal (an individual serving), small, medium and large, though most stores have done away with the small size. A variety of toppings are available, plus "specialty" styles, including Meat Lovers, Pepperoni Lovers, Cheese Lovers, Veggie Lovers, Double Cheeseburger, Supreme, Super Supreme and the newly introduced Pizza Mia. The pan pizza has a thicker crust than most other commercially available pizzas. Pizza Hut also sells Stuffed Crust pizza, with the outermost edge wrapped around a coil of mozzarella cheese; Hand-Tossed, more like traditional pizzeria crusts; Thin 'N Crispy, a thin, crispy dough which was Pizza Hut's original style; Dipping' Strips pizza, a pizza cut into small strips that can be dipped into a number of sauces; and The Edge pizza, where the toppings nearly reach to the edge of the pizza. There was also formerly a crust that was not as thick as Pizza Hut's pan pizza, and not as thin as its thin crust. This crust was used on the Full House XL pizza and discontinued in 2007. In addition to pizza, also sold is garlic cheese bread (not in all locations), plus a number of side dishes including bread sticks, cheese sticks, cinnamon sticks, mozzarella sticks, onion rings, chicken wings (some stores have integrated with another chain known as Wing Street which offers a wide variety, such as Buffalo Burning Hot, Buffalo Medium, Buffalo Mild, Honey BBQ, BPCBA/2010-13/Sem-VI/Group No. E-70 32
Spicy BBQ, Garlic Parmesan, Cajun, Spicy Asian) boneless wings, chicken munchers, jalapeno poppers, Quepapas (potato bites filled with cheese and jalapeo flavor),a basket of taters or tater tots and fried apple pies. Depending on the individual restaurant size, Pizza Huts also may offer pasta dinners such as spaghetti and Cavatina a mixture of Cavatelli (shells), Rotini (spirals), and Rotelle (wheels).
Pizza Hut Advertising
Pizza Hut's very first ad was "Putt Putt to Pizza Hut". It starts with a man apparently ordering take-out and driving his 1965 Mustang JR to Pizza Hut, while some of the townspeople start chasing him. He picks up his pizza and goes to his house, when all of the people who were chasing him start eating all the pizza except the man who ordered it. Frustrated, he calls Pizza Hut again.
Until early 2007, Pizza Hut's main advertising slogan was "Gather 'round the good stuff", and is currently "Now You're Eating!". Pizza Hut does not have an official international mascot, but at one time, there were commercials in the United States called 'The Pizza Head Show.' These BPCBA/2010-13/Sem-VI/Group No. E-70 33
commercials ran from 1993 to 1997 and were based loosely on the Mr. Bill shorts from Saturday Night Live in the 1970s. The ads featured a slice of pizza with a face made out of toppings called 'Pizza Head'. In the 1970s Pizza Hut used the signature red roof with a jolly man named "Pizza Hut Pete". Pete was on the bags, cups, balloons and hand puppets for the kids. In Australia during the Mid to late 1990s, the advertising mascot was a delivery boy named Dougie, with boyish good looks who, upon delivering pizza to his father, would hear the catchphrase "Here's a tip: be good to your mother". Early 2007 saw Pizza Hut move into several more interactive ways of marketing to the consumer. Utilizing mobile phone SMS technology and their My Hut ordering site, they aired several television commercials (commencing just before the Super Bowl) containing hidden words that viewers could type into their phones to receive coupons. Other innovative efforts included their "MySpace Ted" campaign, which took advantage of the popularity of social networking, and the burgeoning user-submission marketing movement via their Vice President of Pizza contest. Pizza Hut is also advertised in anime such as Code Geass and Darker Than Black, though in the translated versions of Code Geass the logo was removed, leaving only the red roof logo.
Pasta Hut
Pasta Hut logo (2008present)
On April 1, 2008, Pizza Hut in America sent emails to customers advertising that they now offer pasta items on their menu. The email (and similar advertising on the company's website) stated "Pasta so good we've changed our name to 'Pasta Hut'." The name change was a publicity stunt held in conjunction with April Fools' Day, extending through the month of April, with the company's Dallas headquarters changing its exterior logo to Pasta Hut. This name change was also used to promote the new Tuscani Pasta line and new Pizza Hut dine-in menu. The first Pasta Hut advertisement has the original Pizza Hut restaurant being imploded and recreated, but when they construct the new building, the sign saying "Pasta Hut" is placed on the building.
Australia
On January 19, 2009, Pizza Hut started a six-week online vote in Australia as to whether Pizza Hut should become Pasta Hut. They are also co-branding two stores with the Pasta Hut logo. Advertising for the new brand involved the production team creating a set of a restaurant called "Toscani's". As the TVC suggests, the diners in the fictional restaurant, complete with signage
and secret recording equipment; the customers were unaware they were eating pasta from Pizza Hut.
3.4
Domino's Pizza
Domino's Pizza, is an international' fast food pizza delivery corporation, whose headquarter is just outside Ann Arbor, Michigan, United States. It was founded by Tom Monaghan. There are currently about 8,500 corporate and franchised stores in all 50 states in 55 countries. It was the second-largest pizza chain behind Pizza Hut in the United States when it went public in 2004 for just under $15 a share.
From a Game to an Famous Outlet Name Dominos
History Early years

In 1960, Tom Monaghan and his brother, James, purchased Dominicks, a small pizza store in Ypsilanti, Michigan. The deal was secured by a $75 down payment and the brothers borrowed $500 to pay for the store. Eight months later, James traded his half of the business to Tom for a used Volkswagen Beetle. As sole owner of the company Tom Monaghan, renamed the business Domino's Pizza, Inc. in 1965. In 1967, the first Domino's Pizza franchise store opened in Ypsilanti. Dominos continued to grow and in 1978 opened its 200th store. In 1975, Domino's faced a lawsuit by Amstar Corporation, maker of Domino Sugar, alleging trademark infringement and unfair competition. On May 2, 1980, a federal appeals court found in favor of Domino's Pizza.
International expansion
On May 13, 1983, Domino's opened its first international store, in Winnipeg, Canada. That same year, Domino's opened its 1,000th store overall, and by 1995 Domino's had 1,000 international locations. In 1997, Domino's opened its 1,500th international location, opening seven stores per continent on consecutive days.
Sale of company
In 1998, after 38 years of ownership, Domino's Pizza founder Tom Monaghan announced his retirement and sold 93 percent of the company to Bain Capital, Inc. for about $1 billion and ceased being involved in day-to-day operations of the company. A year later, the company named David A. Brandon Chairman and Chief Executive Officer.
Current era
In 2001, Dominos launched a two-year national partnership with the Make-A-Wish Foundation of America. That same year, the company's stores in New York City and Washington D.C. provided more than 12,000 pizzas to relief workers following the September 11 attacks on the World Trade Center and The Pentagon. Through a matching funds program, the corporation donated $350,000 to the American Red Cross' disaster relief effort. Leading industry publication Pizza Today magazine named Dominos Pizza "Chain of the Year" in 2003. That same year, Dominos teamed up with NASCAR for a multi-year partnership to become the "Official Pizza of NASCAR." In 2004, after 44 years as a privately held company, Domino's Pizza rang the opening bell at the New York Stock Exchange and began trading common stock on the NYSE under the ticker symbol "DPZ". That year, Domino's also began its current partnership with St. Jude Children's Research Hospital, participating in the hospital's "Thanks and Giving" campaign since it began in 2004, raising more than $1.3 million in 2006. In a simultaneous celebration in 2006, Domino's opened its 5,000th U.S. store in Huntley, Illinois and its 3,000th international store in Panama City, making 8,000 total stores for the system. Also that year, the Domino's Pizza store in Tallaght, Dublin, Ireland, became the first in Domino's history to hit a turnover of $3 million (2.35 million) per year. As of September 2006, it has 8,238 stores which totaled US$1.4 billion in gross income. In 2007, Domino's introduced its Veterans and Delivering the Dream franchising programs and also rolled out its online and mobile ordering sites. BPCBA/2010-13/Sem-VI/Group No. E-70 39
Franchisees
The exterior of a Domino's Pizza store in Spring Hill, Florida.
A make line at a Domino's
The rights to own, operate and franchise branches of the chain in Australia, New Zealand, France, Belgium, the Netherlands and the Principality of Monaco are currently owned by Domino's Pizza Enterprises, having been sold off by the parent company between 1993 and 2007. The master franchises for the UK and Ireland were purchased by Domino's Pizza Group in 1993.
Major franchises
Domino's Pizza Enterprises Domino's Pizza UK & IRL
30 minute Guarantee
Starting in 1973, Domino's Pizza had a guarantee that customers would receive their pizzas within 30 minutes of ordering, or they would receive the pizzas free. The guarantee was reduced to $3 off in the mid 1980s. In 1992, the company settled a lawsuit brought by the family of an Indiana woman who had been killed by a Domino's delivery driver, paying the family US$ 2.8 million. In 1993, Domino's settled another lawsuit; this one brought by a woman who was injured when a Domino's delivery driver ran a red light and rear-ended her. The woman was paid nearly US$ 80 million. The guarantee was dropped that same year because of the "public perception of reckless driving and irresponsibility", according to Monaghan. In December 2007 Domino's introduced a new slogan, "You Got 30," alluding to the earlier pledge but stopping short of promising delivery in a half hour. However, in Brazil, Chile, India, Indonesia, Lebanon, Mexico and Turkey, Domino's still guarantees delivery within 30 minutes, or the order is free but online orders are not available. In Israel, late delivery results in cash back on the spot anywhere from a fifth to half the price of the order (depending on the delay).
Dominos Pizza Advertising

In the 1980s, Domino's Pizza was well known for its advertisements featuring The Noid. That concept was created by Group 243 Inc. who then hired Will Vinton Studios to produce the television commercials that they created. The catch phrase associated with the commercials was "Avoid the Noid."
Due to a glitch on the Domino's website, the company gave away nearly 11,000 free medium pizzas in March 2009. The company had planned the campaign for December 2008 but dropped the idea and never promoted it. The code was never deactivated though and resulted in the free giveaway of the pies across the United States after someone discovered the promotion on the website by typing in the word "bailout" as the promotion code and then shared it with others on the Internet. Domino's deactivated the code on the morning of Tuesday, March 31, 2009 and promised to reimburse store owners for the pies.
Global locations
Dominos restaurant in Oaxaca de Juarez, Oaxaca, Mexico
Domino's colored motorcycles used for home delivery in Gujarat, India
3.5
KFC
KFC Corporation, or KFC, founded and also known as Kentucky Fried Chicken, is a chain of fast food restaurants based in Louisville, Kentucky. KFC has been a brand and operating segment, called a "concept", of Yum! Brands since 1997 when that company was spun off from PepsiCo as Tricon Global Restaurants Inc. KFC primarily sells chicken in form of pieces, wraps, salads and sandwiches. While its primary focus is fried chicken, KFC also offers a line of roasted chicken products, side dishes and desserts. Outside North America, KFC offers beef based products such as hamburgers or kebabs, pork based products such as ribs and other regional fare. The company was founded as Kentucky Fried Chicken by Colonel Harland Sanders in 1952, though the idea of KFC's fried chicken actually goes back to 1930. The company adopted the abbreviated form of its name in 1991, Starting in April 2007, the company began using its original name, Kentucky Fried Chicken, for its signage, packaging and advertisements in the United States as part of a new corporate re-branding program; newer and remodeled restaurants will have the new logo and name while older stores will continue to use the 1980s signage. Additionally, Yum! Continues to use the abbreviated name freely in its advertising BPCBA/2010-13/Sem-VI/Group No. E-70 46
History
The restaurant in North Corbin, Kentucky where Colonel Sanders developed Kentucky Fried Chicken
World's first KFC in South Salt Lake, Utah, since replaced by a new KFC on the same site
Born and raised in Henryville, Indiana, Sanders passed through several professions in his lifetime. Sanders first served his fried chicken in 1930 in the midst of the Great Depression at a gas station he owned in North Corbin, Kentucky. The dining area was named "Sanders Court & Caf" and was so successful that in 1936 Kentucky Governor Ruby Laffoon granted Sanders the title of honorary Kentucky Colonel in recognition of his contribution to the state's cuisine. The following year Sanders expanded his restaurant to 142 seats, and added a motel he bought across the street. When Sanders prepared his chicken in his original restaurant in North Corbin, he prepared the chicken in an iron skillet, which took about 30 minutes to do, too long for a restaurant operation. In 1939, Sanders altered the cooking process for his fried chicken to use a pressure fryer, resulting in a greatly reduced cooking time comparable to that of deep frying. In 1940 Sanders devised what came to be known as his Original Recipe. The Sanders Court & Caf generally served travelers, often those headed to Florida, so when the route planned in the 1950s for what would become Interstate 75 bypassed Corbin, he sold his properties and traveled the U.S. to sell his chicken to restaurant owners. The first to take him up on the offer was Pete Harman in South Salt Lake, Utah; together, they opened the first BPCBA/2010-13/Sem-VI/Group No. E-70 47
"Kentucky Fried Chicken" outlet in 1952. By the early 1960s Kentucky Fried Chicken was sold in over 600 franchised outlets in both the United States and Canada. One of the longest-lived franchisees of the older Col. Sanders' chicken concept, as opposed to the KFC chain, was the Kenny Kings chain. The company owned many Northern Ohio diner-style restaurants, the last of which closed in 2004. Sanders sold the entire KFC franchising operation in 1964 for $2 million USD Since that time, the chain has been sold three more times, most recently to PepsiCo, which made it part of its Tricon Global Restaurants division, which in turn was spun off in 1997, and has now been renamed to Yum! Brands. Additionally, Colonel Sanders' nephew, Lee Cummings, took his own Kentucky Fried Chicken franchises (and a chicken recipe of his own) and converted them to his own "spin-off" restaurant chain, Lee's Famous Recipe Chicken. Today, some of the older KFC restaurants have become famous in their own right. One such restaurant is located in Marietta, Georgia. This store is notable for a 56-foot (17 m) tall sign that looks like a chicken. The sign, known locally as the Big Chicken, was built for an earlier fastfood restaurant on the site called Johnny Reb's Chick, Chuck and Shake. It is often used as a travel reference point in the Atlanta area by locals and pilots.
The Secret Recipe

The Colonel's secret flavor recipe of 11 herbs and spices that creates the famous "finger lickin' good" chicken remains a trade secret. Portions of the secret spice mix are made at different locations in the United States, and the only complete, handwritten copy of the recipe is kept in a vault in corporate headquarters. On September 9, 2008, the one complete copy was temporarily moved to an undisclosed location under extremely tight security while KFC revamped the security at its headquarters. Before the move, KFC disclosed the following details about the recipe and its security arrangements:
The recipe, which includes exact amounts of each component, is written in pencil on a single sheet of notebook paper and signed by Sanders.
The recipe was locked in a filing cabinet with two separate combination locks. The cabinet also included vials of each of the 11 herbs and spices used. BPCBA/2010-13/Sem-VI/Group No. E-70 48
Only two executives had access to the recipe at any one time. KFC refuses to disclose the names and titles of either executive.
One of the two executives said that no one had come close to guessing the contents of the secret recipe, and added that the actual recipe would include some surprises.
On February 9, 2009, the secret recipe returned to KFC's Louisville headquarters in a more secure, computerized vault. In 1983, writer William Poundstone examined the recipe in his book Big Secrets. He reviewed Sanders' patent application, and advertised in college newspapers for present or former employees willing to share their knowledge. From the former he deduced that Sanders had diverged from other common fried-chicken recipes by varying the amount of oil used with the amount of chicken being cooked, and starting the cooking at a higher temperature (about 400 F (200 C)) for the first minute or so and then lowering it to 250 F (120 C) for the remainder of the cooking time. Several of Poundstone's contacts also provided samples of the seasoning mix, and a food lab found that it consisted solely of sugar, flour, salt, black pepper and monosodium glutamate (MSG). He concluded that it was entirely possible that, in the years since Sanders sold the chain, later owners had begun skimping on the recipe to save costs. Following his buyout in 1964, Colonel Sanders himself expressed anger at such changes, saying: "That friggin' ... outfit .... They prostituted every goddamn thing I had. I had the greatest gravy in the world and those sons of bitches they dragged it out and extended it and watered it down that I'm so goddamn mad. Ron Douglas, author of the book "America's Most Wanted Recipes," also claims to have figured out KFC's secret recipe.
Products
Packaging
The famous paper bucket that KFC uses for its larger sized orders of chicken and has come to signify the company was originally created by Wendy's restaurants founder Dave Thomas. Thomas was originally a franchisee of the original Kentucky Fried Chicken and operated several outlets in the Columbus, Ohio area. His reasoning behind using the paper packaging was that it helped keep the chicken crispy by wicking away excess moisture. Thomas was also responsiblefor the creation of the famous rotating bucket sign that came to be used at most KFC locations in the US.
Menu items
This is a list of menu items sold at KFC.
Chicken
KFC's specialty is fried chicken served in various forms. KFC's primary product is pressure-fried pieces of chicken made with the original recipe. The other chicken offering, extra crispy, is made using a garlic marinade and double dipping the chicken in flour before deep frying in a standard industrial kitchen type machine.
Kentucky Grilled Chicken - This marinated grilled chicken is targeted towards healthconscious customers. It features marinated breasts, thighs, drumsticks, and wings that are coated with the Original Recipe seasonings before being grilled. It has less fat, calories, and sodium than the Original Recipe fried chicken. Introduced in April 2009.
KFC has two lines of sandwiches: its "regular" chicken sandwiches and its Snackers line. The regular sandwiches are served on either a sesame seed or corn dusted roll and are made from either whole breast fillets (fried or roasted), chopped chicken in a sauce or fried chicken strips. The Snackers line are value priced items that consist of chicken strips and various toppings. In the UK, Australia and New Zealand, sandwiches are referred to as "burgers"; there is the chicken fillet burger (a chicken breast fillet coated in BPCBA/2010-13/Sem-VI/Group No. E-70 53
an original-recipe coating with salad garnish and mayonnaise) and a Zinger Burger (as with the former but with a spicier coating and salsa). Both of these are available as "tower" variants, which include a slice of cheese and a hash brown.
A variety of smaller finger food products are available at KFC including chicken strips, wings, nuggets and popcorn chicken. These products can be ordered plain or with various sauces, including several types of barbecue sauces and buffalo sauce. They also offer potato wedges.
Several pies have been made available from KFC. The Pot Pie is a savory pie made with chicken, gravy and vegetables. In the second quarter of 2006, KFC introduced its variation on Shepherd's pie called the Famous Bowl. Served in a plastic bowl, it is layered with mashed potatoes or rice, gravy, corn, popcorn chicken, and cheese, and is served with a biscuit. The bowl had been available at KFC's special test market store in Louisville since the third quarter of 2005.
The KFC Twister is a wrap that consists of either chicken strips or roasted chicken, tomato, lettuce and (pepper) mayonnaise wrapped in a tortilla. In Europe, the Twister is sold in two varieties: 1) the Grilled Twister (chicked strips and 2) the Grilled Mexican twister/Spicy Toasted Twister (chicken breast supplemented by tortilla chips and salsa, adds only salsa to pepper mayonnaise.)
KFC Fillers are a 9 in (23 cm) sub, available in four varieties over the summer period in Australia.
Shish kebab - in several markets KFC sells kebabs.
Other products
Coleslaw
In some international locations, KFC may sell hamburgers, pork ribs or fish. In the U.S., KFC began offering the Fish Snacker sandwich during Lent in 2006. The Fish Snacker consists of a rectangular patty of Alaskan Pollock on a small bun, and is the fifth KFC menu item in the Snacker category.
Three types of salads (which can be topped with roasted or fried chicken) are available at KFC: Caesar, house, and BLT salads (in the US).
The Boneless Banquet Zinger Burger A regular sized burger which regularly consists of a boneless fillet of hot and spicy chicken, lettuce and mayonnaise in a burger bun. Cheese, tomato, bacon and pineapple can be added upon request. Barbecue sauce can also replace/join the mayonnaise.
Parfait desserts "Little Bucket Parfaits" in varieties such as Fudge Brownie, Chocolate Crme (once called the Colonel's Little Fudge Bucket), Lemon Crme and Strawberry Shortcake are available at most locations in the US.
Sara Lee Desserts Available in either Cookies and Cream Cheesecake or Choc Caramel Mousse
Sides
Other than fried chicken, many KFC restaurants serve side dishes like coleslaw, various potato-based items (including potato wedges, French fries and mashed potatoes with gravy), biscuits, baked beans, macaroni and cheese, macaroni salad, rice, steamed vegetables and corn on the cob.
Discontinued products
The Colonel's Rotisserie Gold This product was introduced in the 1990s as a response to the Boston Market chain's roasted chicken products, and a healthier mindset of the general public avoiding fried food. Purportedly made from a "lost" Col. Sanders recipe, it was sold as a whole roaster or a half bird.
Tender Roast Chicken This product was an off-shoot of 'The Colonel's Rotisserie Gold'. Instead of whole and half birds, customers were given quarter roasted chicken pieces. For a time, customers could request chicken "original", "Extra Tasty Crispy", or "Tender Roast".
Chicken Little sandwich a value oriented sandwich during the late 1980s and early 1990s. It was a small chicken patty with mayonnaise on a small roll, similar to White Castle's mini chicken sandwich.
Extra Tasty Crispy (ETC) Chicken much like the Extra Crispy served today, except ETC was prepared using chicken that had been soaking for 15 minutes in a special marinade machine. There is some speculation that the marinade may have been made with trans-fats, and KFC boasts to no longer use trans-fats in their chicken, the known ingredients were garlic and chicken stock. In the summer of 2007, KFC started marketing the chicken just as "Extra Crispy" without the marinade.
Kentucky Nuggets were a chicken nugget product available at KFC until 1996. No reason has been given for their discontinuation. Smokey Chipotle Introduced in April 2008. The chicken was dipped in chipotle sauce then doubled breaded and fried. It has been discontinued since August 2008.
Nutritional value
KFC formerly used partially hydrogenated oil in its fried foods. This oil contains relatively high levels of trans fat, which increases the risk of heart disease. The Center for Science in the Public Interest (CSPI) filed a court case against KFC, with the aim of making it use other types of oils or make sure customers know about trans fat content immediately before they buy food. In October 2006, KFC announced that it would begin frying its chicken in Trans fat -free oil. This would also apply to their potato wedges and other fried foods, however, the biscuits, macaroni and cheese, and mashed potatoes would still contain Trans fat. Trans fat-free soybean oil was introduced in all KFC restaurants in the U.S. by April 30, 2007. CSPI announced that it would immediately drop its lawsuit against KFC and was hopeful that this would create a ripple effect on other restaurants or fast food chains that prepare food rich in Trans fat. "If KFC, which deep-fries almost everything, can get the artificial Trans fat out of its frying oil, anyone can," CSPI executive director Michael Jacobson said in a statement.
KFC Advertising
KFC's logo used from 1997 until November 2006 Early television advertisements for KFC regularly featured Colonel Sanders licking his fingers and talking to the viewer about his secret recipe. Despite his death in 1980 Sanders remains a key symbol of the company in its advertising and branding. Throughout the mid-1980s, KFC called on Will Vinton Studios to produce a series of humorous, Claymation ads. These most often featured a cartoon-like chicken illustrating the poor food quality of competing food chains, mentioning prolonged freezing and other negative aspects. TV ads also featured Foghorn Leghorn advising Henery Hawk to visit the restaurant for better chicken. In the 80s, KFC was an associate sponsor for Junior Johnson's NASCAR Winston Cup Series cars, with such drivers as Darrell Waltrip, Neil Bonnett, and Terry Labonte. In 1997 KFC briefly re-entered the NASCAR Winston Cup Series as sponsor of the #26 Darrell Waltrip Motorsports Chevrolet with driver Rich Bickle at the Brickyard 400.
A co-branded Long John Silver's and KFC By the late 1990s, the stylized likeness of Colonel Sanders as the KFC logo had been modified. KFC ads began featuring an animated version of "the Colonel" voiced by Randy Quaid with a lively and enthusiastic attitude. He would often start out saying "The Colonel here!" and moved across the screen with a cane in hand. The Colonel was often shown dancing, singing, and knocking on the TV screen as he spoke to the viewer about the product. The animated Colonel is uncommon today. Still using a humorous slant, the current KFC campaign revolves mostly around customers enjoying the food. It also features a modified version of LynyrdSkynyrd's "Sweet Home Alabama" as the theme song for practically all its commercials, though the restaurant actually hails from Kentucky. In 2006, KFC claimed to have made the first logo visible from outer space, though Ready-mix has had one since 1965. KFC says "It marked the official debut of a massive global re-image campaign that will contemporize 14,000-plus KFC restaurants in over 80 countries over the next few years." The logo was built from 65,000 one-foot-square tiles, and it took six days on site to construct in early November. The logo was placed in the Mojave Desert near Rachel, Nevada. It is located in the northern section of Rachel, Nevada at 373846N1154503W37.6460N 115.7507WKFC logo . Many KFC locations are co-located with one or more of Yum! Brands restaurants, Long John Silver's, Taco Bell, Pizza Hut, or A&W Restaurants. Many of these locations behave like a single restaurant, offering a single menu with food items from both restaurants. BPCBA/2010-13/Sem-VI/Group No. E-70 61
The resurrected Kentucky Fried Chicken logo One of KFC's latest advertisements is a commercial advertising its "wicked crunch box meal". The commercial features a fictional black metal band called "Hellvetica" performing live, the lead singer then swallows fire. The commercial then shows the lead singer at a KFC eating the "wicked crunch box meal" and saying "Oh man that is hot". In 2007, the original, non-acronymic Kentucky Fried Chicken name was resurrected and began to reappear on company marketing literature and food packaging, as well as some restaurant signage.
International operations Global locations
Chapter: IV Factors Affecting Perceptions

CONTENT
LEARNING OBJECTIVES
Value for Money Indian fast food market Record of India fast food industry Factors like cultural, social, personal and psychological 7 Ps Rivalry among exiting competitors
Affordable meals drive sales at fast food chain. Rivals Dominos, Pizza Hut each target Indian market. Factor affecting consumer behavior Consumer behavior 7 Ps Rivalry among existing competitors
4.1
Affordable meals drive sales at fast-food chains
Value-for-money deals offered by fast-food chains are driving up sales as the economic downturn bites price-sensitive Indian customers and force them to choose affordable eating-out and ordering-in meal options. For chains such as Dominos Pizza, McDonalds, KFC and Pizza Hut, the downturn is no cause for applying the brakes on expansion, as most other industries are doing, but an opportunity to tap new markets and customers. In August last year, Dominos introduced a range called Pizza Mania, offering personal -sized pizzas at Rs35 apiece. Two months later, Pizza Hut offered Magic Times pizza meals for as low as Rs99. The decision to introduce Pizza Mania was not driven by the slowdown, but the timing simply coincided with the slowdown in the market, said DevAmritesh, senior vice-president for marketing at Dominos. The range already makes up 25% of overall orders and 15-16% of revenue for the chain, which plans to boost sales by launching new advertisements plugging it. If we do a good job pushing this, it could cross 30% of overall transactions this summer, says Amritesh, who expects revenue from the range to reach at least one-fifth of the total. (The promoters of HT Media Ltd, which publishes Mint, and promoters of Dominos Pizza India Ltd are closely related. The companies have no promoter cross-holding.) Consumers are skimping and saving as they weather the economic downturn, which has brought with it job losses and salary cuts, and are avoiding lavish dining options and expensive purchases. Thats prompting companies to devise value-for-money deals to drive sales. Pizza Huts Magic Times range now makes up 10% of sales. This is one reason well be able to grow this year, said Anup Jain, marketing director of Pizza Hut. He said there was a 10% increase in the number of customers at the chains restaurants when the range was introduced in October.
KFC and McDonalds have always sworn by the value-for-money concept. KFCs snacks are priced between Rs25 and Rs35. In India, because people often go out to eat in large groups, KFC introduced the Chicken Bucket concept. The meal bundles, with sides and beverages thrown in, cost about Rs100 per head and are therefore extremely popular, said UnnatVerma, director of marketing at KFC. Currently, during the downturn, snacks make up 15% of KFCs sales while another 25-30% comes from the Chicken Bucket. McDonalds value meals, that have an entry price of Rs49 going up to Rs119, makes up 20% of sales. We are increasingly looking recession-resistant for our affordability, says VikramBakshi, managing director of McDonalds for the northern and eastern regions. McDonalds has seen sales growth of 25-28% every year. With the value strategy reaping dividends, fast-food chains are working to expand business both in existing markets and newer geographies in a country where eating out is a Rs26,000 crore industry, according to the retail consultancy Technopak. The so-called organized sector that includes chain restaurants makes up just 10% of the pie, and is growing about 20-25% annually. Dominos Pizza is trying to dispel the impression that it is a premium brand and expand its customer base. Amritesh says he found a security guard from a neighbourhood shop peeping into a Dominos outlet, but hesitant to enter. The executive wants workers earning a monthly salary as low as Rs4, 0005,000 to regularly walk in on payday to get a taste of the Rs35 pizza. Traditionally, taste and a service delivery guarantee of 30 minutes have been the two pillars of Dominos sales strategy. It has now added a thirdvalue perception. The idea is to make the pizza a product for the masses. On the back of the value strategy, Dominos increased sales by about 45% year-on-year at the company level (which includes both new stores and existing stores). The same-store growth rate was about 20%. Same-store sales are defined as sales at stores open for at least one calendar year.
Last year we have seen that number come down to about 12% or so, Amritesh says. Similarly, where overall company growth was about 45% last year, were seeing that come down to about 35% this year. Amritesh doesnt attribute the dip to the economic slowdown. When youve grown for three years at that type of rate, irrespective of whats going on in the external environment, you expect some of that growth to catch up, he says. You would expect it to come down a bit. Pizza Hut, which has been in India for 12 years, is in the process of upgrading its restaurants to provide customers with an enhanced dining experience. The prices remain the same but what changes is your moneys worth, says Jain. Now, the service is much better and touchpoints like the crockery you eat out of and the kind of interaction you have with the staff thats much better. In February 2008, Pizza Hut introduced a large variety of menu options at a fixed price for some platinum and gold credit card holders. That now accounts for 7% of its sales. I think we will see some sales shifting here, says Jain. What weve seen is that consumers are ordering more because they feel like they are saving money. Fifty per cent of the sales are paid for through credit cards. Pizza Hut has posted 20% year-on-year growth since its entry into the Indian market. KFC has been growing at a compounded annual growth rate of 65% since it re-launched in 2004 and expects to maintain the pace for the next two years. December saw KFC post same-store sales growth of 30% and combined sales of both new and same stores of 80%. January alone saw same-store sales growth at 40% and combined growth at 80-85%. These last few months have been fantastic for us, says Varma.
4.2
Rivals Domino's, Pizza Hut each target Indian market
Domino's Pizza India Ltd. has teamed up with Baskin-Robbins to test ice cream at its 147 restaurants in India. The four flavors are vanilla, "very berry strawberry," butterscotch ribbon and chocolate--all offered in three portion sizes. Domino's Pizza India Ltd. is the master franchisee for India and Nepal of Domino's Pizza International Inc., based here. Separately, rival Pizza Hut, which has more than 130 restaurants in India, launched its first television advertising campaign there. The full-service brand, which is owned by Yum! Brands Inc. offers some locally popular pizza flavors, including tandoori and masala. Pizza Hut also carries a line of vegetarian dishes because many Indians do not eat meat.
4.3
Abstract
Indian fast food industry has recorded considerable growth in the last decade. As per the survey conducted in the various metro cities of Gujarat, it was found that more than 40% of total population of metro cities is taking fast food in their daily food intake regularly. Rising level of Income, education, knowledge and urbanization are some of the key issues which are largely contributing towards the shaping new trends in the eating habits of youngsters and working people. Such drifts and trends have developed positive market for fast food industry. Pizza, burger and hot dogs are routine food of the people. Crazy Food lovers have drastically changed the dimensions of market positioning of domestic and international fast food industries. The present research paper is a modest attempt to find the behavior of crazy food lovers for changing their food habits, the major factors shaping new trends in fast food market etc. the entire study is based on primary data. The data is collected through various 100 respondents of various categories selected from different samples of crazy food lovers. Different statistical tools like simple average, mean, mode and median has been applied to measure the behavior of crazy food lovers as to arrive at the concrete findings.
Key words: Fast food Industry, Food habits, Emerging issues. BPCBA/2010-13/Sem-VI/Group No. E-70 68
4.4
Factor Affecting Consumer Behavior

Social Personal Psychological
Culture
Culture Subculture Social Class
Reference Group Family Role & Status
Age & Life cycle Economics Lifestyle Personality
Motivation Perception
& Caring, Beliefs & Attitude
Cultural Factors
1. Culture: - The set of Basic Values perception wants and behaviors reared by a member of society from family and other important institutions. 2. Subculture: - A group of people with shared value system based on common life experience and situations. 3. Social Class: - Relatively permanent and ordered decisions in a society choose members share similar values, interest and behaviors.
Social Factors
1. Group: - Two or more people who interact to accomplice individual or mutual goods. 2. Family: -Family members can strongly influence buyer behavior. The family is the most important consumer buying organization in society and it has been researched extensively. 3. Roles and Status: - A person belongs to many group family, clubs etc
Personal Factors
1. Motivation: - A need that is sufficiently pressing to direct the person to seek satisfaction of the need. 2. Perception: - The processes by which people select organization and interact information to form a meaningful picture of the world. 3. Leaning: - Changes in an individual behavior from experience. 4. Belief: - A descriptive thought that a person holds about something. 5. Attitude: - A persons consistently favorable or unfavorable evaluation feeling and tendencies towards and object to idea.
Consumers Behavior 1. Product:

Services are products, even though intangible, they are service marketers must always remember that consumers do not buy any product; they but attributes that are converted into benefits. Legal services, medical care, hair styling, or brokerage services are more likely to be specialty services and for these customers may be willing to go to considerable lengths to acquire the special attributes or benefits they deem essential for full and complete satisfaction. Many services are custom designed products. Services are intangible and heterogeneous and cannot easily be separated from their producers. Neither intangible dominants products like services cannot be stored nor can they are transported. It is difficult to brand.
2. Price:
Most services marketers follow competitive price policies, pricing their services either at the market price or slightly below. Pricing about the market price is generally employed by larger services firms or by all firms who wish to use price as a means of rationing the supply of their service offerings. The market for tangible dominant products may actually consist of three or four separate segment
which is price sensitive & responsive. Flexible pricing seems much more prevalent in the marketing way vary, but typically the pricing goal of market is to maximize profits of goals of marketers are to increase sales volume. In summary, pricing in service-oriented enterprises is usually demand oriented with many sellers charging what the traffic bear. But in general pricing in particular may be their weakest and least developed marketing skill.
3. Promotion:
Promotion is an important part of the marketing mix for many marketers. The key to successful promotion, whether it is advertising or personal selling is benefiting the product. Intangible dominant products such as services offer a challenge to the promotion manager. To successfully promote such as service, they are often personalized. To successfully promote service, they must be made to have a favorable positive image constructed to project attributes of the service. Promoting the service marketers image is a bit like Selling the sizzles & not the steak. Sellers are often expected to be knowledgeable professionals can give needed advice & counseling market oriented sporting events. No service marketer would overlook the opportunity to positively affect public opinion through its news releases or its staged activity design in past to alter public perception on other wise modify behaviours.
4. Place:
Channels for instant dominant product such as services are generally limited to the buyer and seller channels of distribution for services are direct and short, this is from market direct to ultimate consumers. In a service oriented product however, it may be more fitting to consider that any extra corporate entity between the producer of service and prospective users which is utilized o make the service
available and or more convenient is a marketers should perhaps take a fresh look at the channels of distribution for service as distinct from the channel concepts employed for goods.
5. People:
The people factor in the service marketing mix is perhaps the least they can rely on its getting their marketing mix right and the most important. One they have to get right. Service personnel are present at two levels within the organization. Contact personnel and support personnel are those individuals whom the customer sees such as waiters or receptionists and whom the customer judge the service upon when they search for tangible clues as to the quality of service. The value they attribute to the service relies a great deal on the conduct of the contact personnel. Employees need to become ambassadors for the organization as the quality of the service and the quality of the service providers are inseparable.
6. Process:
The process element of the service marketing mix is concerned with way in which the service is delivered to the customer. The inseparability characteristics of service has an important implication for how the service company personnel deliver the service to the customer and how the customer participates in the service delivery process. The auxiliary aspect of the service that is the added value of the service, become an important competitive weapon in differentiating the service from competitors when the service is experienced by the customer. Therefore, the overall effectiveness of the service process fundamentally depends on how the consumers use the service which have been defined as acts rather than things and this casts some light on the concept of process many benefits from service occur not so much as a result of what is offered, as in the way of which it is offered.
7.
Physical Evidence:
Since a service is intangible, it is important for the company to search for tangible or physical clues which enable them to evaluate the opportunities. Service firms must be in Gandhinagar and Ahmadabad was that every aspect of the company will affect the consumer when he comes into contact with the service. There are two types of Physical evidence Peripheral Evidence: It is usually possessed as part of the purchase of a service but it has little or no independent value. Essential Evidence: Unlike peripheral evidence it cannot be possessed by the consumer.
However, essential evidence may be so dominant in its impact on service purchase and use that it must be considered virtually an element in its own right.
Threat of Entry
A growing Industry often faces threats of new entrants that can alter the competitive environment. There may, however be a number of barriers to entry. Potential competitive tends to be high industry is profitable or critical, entry barriers are low and expected retaliation form the exiting firms is not serious. The following are some of the important common entry barriers 1. Government policy. 2. Economies of scale. 3. Cost disadvantages independent of scale.
4. Product differentiation. 5. Monopoly elements. 6. Capital requirements.
4.5
Rivalry among exiting competitors
Rivalry among exiting competitors is often the most conspicuous of the competitions, firms in industry are mutually dependent competitive moves of a firm usually affects others and may be retaliated. Common competitive actions include price changes, promotional measures, customers service, warranties, product improvements new product introduction channel promotion etc There are number of factor, which influence the intensity of rivalry these includes: 1. Number of firms and their relative market share strengths. 2. State of growth of industry. 3. Fixed or storage costs. 4. Indivisibility of capital augmentation. 5. Product standardization and switching costs. 6. Strategic stake. 7. Exit barrier. 8. Diverse competitors. 9. Switching costs. 10. Expected retaliation.
Chapter: V Data Analysis and Interpretation

CONTENT
LEARNING OBJECTIVES
After reading this chapter, you should be able to: Number of male and female respondents eating fast food. Number of Vegetarian respondents eating fast food. Number of Non-Vegetarian respondents eating fast food.
Data analysis and Interpretation as per Questionnaire
Genders that prefer to eat fast food

It shows that the number of youngsters male and female who prefer to eat fast food. We have used multiple choice scales for the collection of data. The objective of using this is to know the number of youngsters male and female who prefer to eat fast food. Gender Male Female Total Respondents 52 48 100 Percentage 52 % 48 % 100 %
From the above table the following chart has been drawn.
Percentage of Youngster's Male & Female
Female 48%
Male 52%
From the above chart we can conclude that 52 % of Male who prefer to eat fast food and 48 % of female who prefer to eat fast food.
Age bracket of youngsters who prefer to eat fast food

It shows that the age bracket of youngsters who prefer to eat fast food. We have used multiple choice scales for the collection of data. The objective of using this is to know the number of youngsters who prefer to eat fast food. Age Bracket Under 15 15-20 20-25 More than 25 Total Respondents 0 53 47 0 100 Percentage 0% 53 % 47 % 0% 100 %
More than 25 0%
Age Bracket
Under 15 0%
20-25 47%
15-20 53%
From the above chart we can conclude that 53 % of age bracket of 15-20 years who prefer to eat fast food and 47 % of age bracket of 20-25 years who prefer to eat fast food.
Preferred fast food outlets by the respondents

It shows that the number of respondents who prefer to go to their favorite fast food outlets. We have used multiple choice scales for the collection of data. The objective of using this is to know the number of respondents who prefer to go to their favorite fast food outlets. Fast Food Outlets Pizza Hut Dominos McDonalds Subway K.F.C Total Respondents 24 38 36 4 10 100 Percentage 21 % 34 % 32 % 4% 9% 100 %
K.F.C 9%
Favourite Fast Food Outlets of Respondents

Subway 4% Mcdonald's 32% Pizza Hut 21%
Domino's 34%
From the above chart we can conclude that 21 % of respondents like Pizza Hut, 34 % of respondents like Dominos, 32 % of respondents like McDonalds, 4 % of respondents like Subway and 9 % respondents like K.F.C.
How often respondents eat fast food?

It shows that the number of respondents how often they eat fast food. We have used multiple choice scales for the collection of data. The objective of using this is to know the number of respondents how often they eat fast food. How often respondents eat fast food? Everyday 3 Times a Week Once a Week 3 Times a Month Once Every Month Total Respondents 13 11 35 13 28 100 Percentage 13 % 11 % 35 % 13 % 28 % 100 %
How often respondents eat fast food?

Once Every Month 28% Everyday 13% 3 Times a Week 11%
Once a Week 35% 3 Times a Month 13%
From the above chart we can conclude that 13 % of respondents who often to eat fast food Every day, 11 % of respondents who often to eat fast food 3 Times a Week, 35 % of respondents who often to eat fast food Once a Week, 13 % of respondents who often to eat fast food 3 Times a Month and 28 % of respondents who often to eat fast food Once a Month.
First thing that strikes respondents mind about Fast Food

It shows that the number of respondents that strikes on their mind about fast food. We have used multiple choice scales for the collection of data. The objective of using this is to know the number of respondents that strikes on their mind about fast food. First thing that strikes respondents mind about fast foods Food Service Value for Money Fun Total Respondents Percentage
53 18 9 20 100
53 % 18 % 9% 20 % 100%
First thing that strikes respondents mind about Fast Food

Fun 20% Food 53% Services 18%
Value for Money 9%
From the above chart we can conclude that first thing that strikes respondents mind about fast food is 53 % Food, 18 % Services, 9 % Value for Money and 20 % Fun.
Respondents think more improvement

It shows that the number of respondents think more improvement in the area. We have used multiple choice scales for the collection of data. The objective of using this is to know the number of respondents opinion for more improvement in the area. Respondents Opinion
Delivery Time Product Variety Prices Offers and Discount Others Total
Respondents 13 34 22 35 4 100
Percentage 12 % 32 % 20 % 32 % 4% 100 %
Others 4%
Respondents think more improvement in the area of

Delivery Time 12%
Offers and Discount 32% Product Variety 32% Prices 20%
From the above chart we can conclude that respondent think more improvement in the area of 12 % in Delivery time, 32 % in Product Variety, 20 % in Prices, 32 % in Offers and Discount and 4 % in others.
Problem faced by respondents in fast food outlets

It shows that the number of respondents faced problems in fast food outlets. We have used multiple choice scales for the collection of data. The objective of using this is to know the number of respondents faced problems in fast food outlets. Problems of respondents Long Queues Rude Behavior of Employee
Congestion Other No Problem Total
Respondents 37 14 20 5 25 100
Percentage 36 % 14 % 20 % 5% 25 % 100 %
Problem faced by respondents in fast food outlets

No Problem 25% Long Queues 36% Others 5% Congestion 20% Rude Behavior of Employees 14%
From the above chart we can conclude that 36 % of respondents faced problem in Long Queues, 14 % of respondents faced problem in Rude behavior of employees, 20 % of respondents faced problem in Congestion, 5 % of respondents faced problem in Others and 25 % of respondents faced No Problem.
Fast food outlets adequate

It shows that the number of respondents adequacy in fast food outlets. We have used multiple choice scales for the collection of data. The objective of using this is to know the number of respondents adequacy in fast food outlets. Respondents adequacy in fast food outlets Yes No Average Total Respondents 36 12 52 100 Percentage 36 % 12 % 52 % 100 %
Respondents Adequacy in Fast Food Outlets

Yes 36% Average 52% No 12%
From the above chart we can conclude that 36 % of respondents found adequacy in fast food outlets, 12 % of respondents found no adequacy in fast food outlets and 52 % of respondents found average adequacy in fast food outlets.
Important thing for choosing a particular fast food outlet

It shows that the number of respondents adequacy in fast food outlets. We have used multiple choice scales for the collection of data. The objective of using this is to know the number of respondents adequacy in fast food outlets. Important thing for choosing a particular fast food Taste Money Money Value Return Other Total Respondents 85 6 8 1 100 Percentage 85 % 6% 8% 1% 100 %
Money Value Return 8%
Important thing for choosing a particular fast food outlet

Money 6% Other 1%
Taste 85%
From the above chart we can conclude that 85 % of respondents found taste as important thing for choosing a particular fast food outlet, 6 % of respondents found money as important thing for choosing a particular fast food outlet, 8 % of respondents found money value return as important thing for choosing a particular fast food outlet and 1 % of respondents found other as important thing for choosing a particular fast food outlet.
Vegetarian and Non-Vegetarian Ratio

It shows that the number of respondents who like to eat Vegetarian, Non-Vegetarian or Both for eating. We have used multiple choice scales for the collection of data. The objective of using this is to know the number of who like to eat Vegetarian, Non-Vegetarian or Both for eating. Veg. & Non-Veg. Ratio Vegetarian Non-Vegetarian Both Total Respondents 67 8 25 100 Percentage 67 % 8% 25 % 100 %
Veg. and Non-Veg. Ratio

Both 25%
NonVegetarian 8%
Vegetarian 67%
From the above chart we can conclude that 67 % of respondents like to eat vegetarian product, 8 % of respondents like to eat non-vegetarian product and 25 % of respondents like to eat both i.e. vegetarian and non-vegetarian product.
PART-A Favorite Vegetarian fast food product

It shows that the number of respondents who like Vegetarian fast food product for eating. We have used multiple choice scales for the collection of data. The objective of using this is to know the number of who like Vegetarian fast food product for eating. Favorite Vegetarian fast food product French Fries AalooTikki Paneer Salsa Crispy Chinese Total Respondents 38 19 31 14 100 Percentage 37 % 19 % 30 % 14 % 100 %
Favorite veg. Fast Food Product

Crispy Chinese 14% French Fries 37% Paneer Salsa 30% Aaloo Tikki 19%
From the above chart we can conclude that 37 % found their favorite product is French Fries, 19 % found their favorite product is AalooTikki, 30 % found their favorite product is Paneer salsa and 14 % found their favorite product is Crispy Chinese.
Rank the Veg. Product from 1 to 7 (1 being the worst quality and 7 as the best quality)
It shows that the number of respondents who rank cheese in burgers as their Veg. fast food product for eating. We have used multiple choice scales for the collection of data. The objective of using this is to know the number of who rank cheese in burgers as their Veg. fast food product for eating. Rank 1 2 3 4 5 6 7 Total Respondents 12 13 6 15 10 15 27 100 Percentage 4% 7% 11 % 14 % 18 % 21 % 25 % 100 %
Cheese in Burgers
7 25%
1 4% 3 11%
2 7%
6 21%
4 14% 5 18%
From the above chart we can conclude that respondents rank 25 % as the best quality and 4 % as the worst quality.
It shows that the number of respondents who rank vegetable in burgers as their Veg. fast food product for eating. We have used multiple choice scales for the collection of data. The objective of using this is to know the number of who rank vegetable in burgers as their Veg. fast food product for eating. Rank 1 2 3 4 5 6 7 Total Respondents 9 12 16 11 15 20 10 100 Percentage 4% 7% 11 % 14 % 18 % 21 % 25 % 100 %
Vegetable in Burgers
7 25%
1 4% 3 11%
2 7%
6 21%
4 14% 5 18%
It shows that the number of respondents who rank salads as their Veg. fast food product for eating. We have used multiple choice scales for the collection of data. The objective of using this is to know the number of who rank salads as their Veg. fast food product for eating. Rank 1 2 3 4 5 6 7 Total Respondents 8 9 19 12 18 22 10 100 Percentage 4% 7% 11 % 14 % 18 % 21 % 25 % 100 %
Salads
7 25%
1 4%
2 7%
3 11%
6 21%
4 14% 5 18%
It shows that the number of respondents who rank fruit as their Veg. fast food product for eating. We have used multiple choice scales for the collection of data. The objective of using this is to know the number of who rank fruit as their Veg. fast food product for eating. Rank 1 2 3 4 5 6 7 Total Respondents 9 11 9 8 23 19 19 100 Percentage 4% 7% 11 % 14 % 18 % 21 % 25 % 100 %
Fruit
7 25%
1 4%
2 7%
3 11%
6 21%
4 14% 5 18%
It shows that the number of respondents who rank apple pies as their Veg. fast food product for eating. We have used multiple choice scales for the collection of data. The objective of using this is to know the number of who rank apple pies as their Veg. fast food product for eating. Rank 1 2 3 4 5 6 7 Total Respondents 15 5 7 17 16 14 24 100 Percentage 4% 7% 11 % 14 % 18 % 21 % 25 % 100 %
Apple Pies
7 25%
1 4% 2 7% 3 11%
6 21%
4 14% 5 18%
It shows that the number of respondents who rank French fries as their Veg. fast food product for eating. We have used multiple choice scales for the collection of data. The objective of using this is to know the number of who rank French fries as their Veg. fast food product for eating. Rank 1 2 3 4 5 6 7 Total Respondents 6 12 9 9 10 15 37 100 Percentage 4% 7% 11 % 14 % 18 % 21 % 25 % 100 %
French Fries
7 25%
1 4% 2 7%
3 11%
6 21%
4 14% 5 18%
Respondents favorite Bread product

It shows that the number of respondents favorite bread product as their Veg. fast food product for eating. We have used multiple choice scales for the collection of data. The objective of using this is to know the number of respondents favorite bread product as their Veg. fast food product for eating. Bread Product Cheese Bread Garlic Bread Grill Sandwich Club Sandwich Total Respondents 16 23 38 25 100 Percentage 16 % 23 % 37 % 24 % 100 %
Favorite Bread Product

Cheese Bread 16% Club Sandwich 24% Garlic Bread 23% Grill Sandwich 37%
From the above chart we can conclude that 16 % respondents like cheese bread, 23 % respondents like garlic bread, 37 % respondents like grill sandwich and 24 % respondents like club sandwich.
Respondents believe fats food outlets put chemical in their food

It shows that the number of respondents believe fats food outlets put chemical in their food. We have used multiple choice scales for the collection of data. The objective of using this is to know the number of respondents believe fats food outlets put chemical in their food. Respondents Believe Yes No Total Respondents 71 27 100 Percentage 72 % 28 % 100 %
Fast food outlets put chemical in their food

No 28%
Yes 72%
From the above chart we can conclude that 72 % of respondents believe that fast food outlets put chemical in their food and 28 % of respondents didnt believe.
Respondents believe in nutrition facts at the fast food outlets

It shows that the number of respondents believe in nutrition facts at the fast food outlets. We have used multiple choice scales for the collection of data. The objective of using this is to know the number of respondents believe in nutrition facts at the fast food outlets. Respondents Believe Yes No Total Respondents 54 44 100 Percentage 55 % 45 % 100 %
Respondents believe in nutrition facts at the Fast Food Outlets

No 45% Yes 55%
From the above chart we can conclude that 55 % of respondents believe in nutrition facts at the fast food outlets and 44 % of respondents didnt believe.
Respondents who seen nutrition facts at fast food outlets and trust it
It shows that the number of respondents who seen nutrition facts at the fast food outlets and trust it. We have used multiple choice scales for the collection of data. The objective of using this is to know the number of respondents who have seen nutrition facts at the fast food outlets and trust it. Respondents Believe Yes No Total Respondents 54 44 100 Percentage 29 % 71 % 100 %
Yes 29%
No 71%
From the above chart we can conclude that 29 % of respondents have seen nutrition facts at the fast food outlets and trust it and 71 % of respondents didnt trust it.
PART-B Favorite Non-Vegetarian fast food product

It shows that the number of respondents who like Non-Vegetarian fast food product for eating. We have used multiple choice scales for the collection of data. The objective of using this is to know the number of who like Non-Vegetarian fast food product for eating. Favorite Non-Vegetarian fast food product Hot n Crispy Fri Grilled Curry Crunch Hot Wings Total Respondents 17 12 10 13 100 Percentage 33 % 23 % 19 % 25 % 100 %
Respondents Favorite non-veg fast food product

Hot Wings 25% Curry Crunch 19% Hot n Crispy 33%
Fri Grilled 23%
From the above chart we can conclude that 33 % respondents like hot n Crispy, 23 % respondents like Fri Grilled, 19 % respondents like Curry Crunch and 25 % respondents like Hot Wings.
It shows that the number of respondents who rank Chicken in burger as their Non-Veg. fast food product for eating. We have used multiple choice scales for the collection of data. The objective of using this is to know the number of who rank chicken in burger as their Non-Veg. fast food product for eating. Rank 1 2 3 4 5 6 7 Total Respondents 9 14 6 2 3 7 10 100 Percentage 4% 7% 11 % 14 % 18 % 21 % 25 % 100 %
Chicken in Burgers
7 25%
1 4% 3 11%
2 7%
6 21%
4 14% 5 18%
It shows that the number of respondents who rank Hot Wings as their Non-Veg. fast food product for eating. We have used multiple choice scales for the collection of data. The objective of using this is to know the number of who rank Hot Wings as their Non-Veg. fast food product for eating. Rank 1 2 3 4 5 6 7 Total Respondents 1 8 11 8 8 7 9 100 Percentage 4% 7% 11 % 14 % 18 % 21 % 25 % 100 %
Hot Wings
7 25%
1 4% 2 7% 3 11%
6 21%
4 14% 5 18%
It shows that the number of respondents who rank Chicken Snacker as their Non-Veg. fast food product for eating. We have used multiple choice scales for the collection of data. The objective of using this is to know the number of who rank Chicken Snacker as their Non-Veg. fast food product for eating. Rank 1 2 3 4 5 6 7 Total Respondents 2 3 10 12 13 5 6 100 Percentage 4% 7% 11 % 14 % 18 % 21 % 25 % 100 %
Chicken Snacker
2 7% 7 25%
1 4% 3 11%
6 21%
4 14% 5 18%
It shows that the number of respondents who rank Fri Grilled as their Non-Veg. fast food product for eating. We have used multiple choice scales for the collection of data. The objective of using this is to know the number of who rank Fri Grilled as their Non-Veg. fast food product for eating. Rank 1 2 3 4 5 6 7 Total Respondents 3 4 9 14 5 10 6 100 Percentage 4% 7% 11 % 14 % 18 % 21 % 25 % 100 %
Fri Grilled
7 25%
1 4% 2 7% 3 11%
6 21%
4 14% 5 18%
It shows that the number of respondents who rank Filet-O-Fish as their Non-Veg. fast food product for eating. We have used multiple choice scales for the collection of data. The objective of using this is to know the number of who rank Filet-O-Fish as their Non-Veg. fast food product for eating. Rank 1 2 3 4 5 6 7 Total Respondents 0 6 7 9 9 10 11 100 Percentage 0% 7% 11 % 14 % 18 % 21 % 25 % 100 %
Filet-O-Fish
7 25%
1 0%
2 7%
3 11%
6 21%
4 14% 5 18%
It shows that the number of respondents who rank Spicy Asian as their Non-Veg. fast food product for eating. We have used multiple choice scales for the collection of data. The objective of using this is to know the number of who rank Spicy Asian as their Non-Veg. fast food product for eating. Rank 1 2 3 4 5 6 7 Total Respondents 4 6 6 10 6 6 14 100 Percentage 4% 7% 11 % 14 % 18 % 21 % 25 % 100 %
Spicy Asian
7 25%
1 4%
2 7%
3 11%
6 21%
4 14% 5 18%
Respondents favorite Bread product

It shows that the number of respondents favorite burger product as their Non-Veg. fast food product for eating. We have used multiple choice scales for the collection of data. The objective of using this is to know the number of respondents favorite burger product as their Non-Veg. fast food product for eating. Bread Product Chicken Zinger Chicken Snacker Naked Wings Fri Grilled Total Respondents 18 12 13 9 100 Percentage 35 % 23 % 25 % 17 % 100 %
Favorite Non-veg Fast Food Product

Fri Grilled 17% Naked Wings 25%
Chicken Zinger 35%
Chicken Snacker 23%
From the above chart we can conclude that 35 % respondents like chicken zinger, 23 % respondents like chicken snacker, 25 % respondents like naked wings and 17 % respondents like fri grilled.
Respondents believe fats food outlets put chemical in their food

It shows that the number of respondents believe fats food outlets put chemical in their food. We have used multiple choice scales for the collection of data. The objective of using this is to know the number of respondents believe fats food outlets put chemical in their food. Respondents Believe Yes No Total Respondents 41 10 100 Percentage 80 % 20 % 100 %
Fast food outlets put chemical in their food

No 20%
Yes 80%
From the above chart we can conclude that 80 % of respondents believe that fast food outlets put chemical in their food and 20 % of respondents didnt believe.
Respondents believe in nutrition facts at the fast food outlets

It shows that the number of respondents believe in nutrition facts at the fast food outlets. We have used multiple choice scales for the collection of data. The objective of using this is to know the number of respondents believe in nutrition facts at the fast food outlets. Respondents Believe Yes No Total Respondents 32 19 100 Percentage 63 % 37 % 100 %
Respondents believe in nutrition facts at the Fast Food Outlets

No 37% Yes 63%
From the above chart we can conclude that 63 % of respondents believe in nutrition facts at the fast food outlets and 37 % of respondents didnt believe.
It shows that the number of respondents who seen nutrition facts at the fast food outlets and trust it. We have used multiple choice scales for the collection of data. The objective of using this is to know the number of respondents who have seen nutrition facts at the fast food outlets and trust it. Respondents Believe Yes No Total Respondents 18 32 100 Percentage 36 % 64 % 100 %
Yes 36% No 64%
From the above chart we can conclude that 36 % of respondents have seen nutrition facts at the fast food outlets and trust it and 64 % of respondents didnt trust it.
Chapter: VI Finding
CONTENT
LEARNING OBJECTIVES
Findings of the project
Findings of the project
According to our primary survey we found that: Out of 100 respondents 52 % of male and 48 % of female prefer to eat fast food as their daily meal. The age group of both male and female who prefer to eat fast food is 15-20 Years of male/female is 53 % and 20-25 Years of male/female is 47 %. The most important part of our findings is that out of 100 respondents we found that 34 % of respondents like Dominos, 32 % of respondents like McDonalds and 21 % of respondents like Pizza Hut tis shows that Dominos is the top as per our market research. We also found that 35 % of respondents use to eat fast food once in a week. We also found that what first thing that strikes respondents mind about fast food. We found that respondents use to go for fun at the ratio of 20 %. According to our survey we found that respondents thought that there should be more improvement in product variety and in discounts. The biggest problem faced by the respondents is that there in long queues in the outlets at the ratio of 36 % out of 100 respondents. We found how fast food outlets adequate we found that 52 % of respondents feels average adequacy in fast food outlets. What respondents think the important for choosing a particular fats food outlets we found that taste is more important thing. The one of the most important findings is that 67 % respondents like to eat vegetarian, 8 % non-vegetarian and 25 % both vegetarian and non-vegetarian fast food products. In vegetarian fast food products respondents like French fries as their first preference and in non-vegetarian fast food product hot n crispy as their first preference. In vegetarian fast food products respondents like Grill sandwich as their first preference of bread product and in non-vegetarian fast food product chicken zinger as their first preference of bread product. We also found that 72 % to 80 % of respondents think that fast food outlets put chemical in their food. We also found that 55 % to 63 % of respondents found nutrition facts at fast food outlets.
Chapter: VII Conclusion

CONTENT
LEARNING OBJECTIVES
After reading this chapter, you should be able to: In this chapter we conclude our research with how the research question has been solved Will able to know the market of the fast food outlets.
Conclusion
My research question: What factors are currently influencing the consumer decision-making process in the fast food outlets Ahmedabad, Gujarat, India, and how are Dominos, McDonalds, Pizza Hut, K.F.C. and Subway responding to changing environment and consumer behavior?
The need for fast food comes impulsively. People do not spend significant time thinking on whether they will go eat in Dominos, McDonalds, Pizza Hut, K.F.C. and Subway or not. Attitudes that consumers have with McDonalds are predominantly associated with their knowledge regarding fast food. Their knowledge/information they have acquired regarding fast food is primarily negative. As a result their attitudes are also negative. Research revealed that majority of people link Dominos, McDonalds, Pizza Hut, K.F.C. and Subway food with adjectives unhealthy, cheap, tasty and fatty.
Furthermore people ranked many fast food vegetarian as well as non-vegetarian as of worst quality and the best quality. There are also external influences that have impact on consumer decision-making process. These have direct impact on consumers psychology, resulting in changing their attitudes and perceptions they currently possess. These external influences are current high public obesity debates in the City Ahmedabad, which according to research have negative impact on consumers purchasing behavior. All factors above contribute towards risk perception that consumers have with Dominos, McDonalds, Pizza Hut, K.F.C. and Subway food. The research also revealed that consumers do not trust fast food outlets, which negatively impact on their decision-making process of eating in such outlets. How are Dominos, McDonalds, Pizza Hut, K.F.C. and Subway responding on above changes in environment and consumer behavior? Marketers at Dominos, McDonalds, Pizza Hut, K.F.C. and Subway try to reduce the perceived risk that consumers have with their products. They try to reduce the perceived risk by providing consumers with information regarding their food. They also strive to gain consumers trust, change their attitudes and hence increase their sales. Dominos, McDonalds, Pizza Hut, K.F.C. and Subway does everything to be as ready as possible for the threats arising from external environment. Having said that, Dominos, McDonalds, Pizza Hut, K.F.C. and Subway has been battered by books (Fast Food Nation), BPCBA/2010-13/Sem-VI/Group No. E-70 112
thousands of dietary experts stressing dangerous facts about Dominos, McDonalds, Pizza Hut, K.F.C. and Subway food, criticized by celebrity or chefs and they even made a
documentary to reveal the truth behind the fast food. Indeed, these had negative impacts on the company as people became aware of the consequences of fast food. As a response on that Dominos, McDonalds, Pizza Hut, K.F.C. and Subway introduced healthier menus, cut the amount of trans fat it uses in cooking fried food and introduced the website that offers their side of the story as a response on the Super size me documentary. And it seems like its effort has paid off. Dominos, McDonalds, Pizza Hut, K.F.C. and Subway sales are now increasing and as a consequence its shares price ended at highest point in past two years. Perhaps Dominos, McDonalds, Pizza Hut, K.F.C. and Subway became immune on all those who want to harm its reputation and it even got stronger with all these many years of accusations. Perhaps in a ten years time they might be famous for their salads and organic food as they are now for their burgers and fries. To conclude, author has not found anything particularly new regarding consumer attitudes towards such food. Consumers still (and probably will) have negative attitudes towards fast food outlets. They will perceive it as something greasy, fatty and bad for their body. Fast Food Outlets cannot change peoples perception overnight. What they can do, though, is they can show people what their food is made of- it is then up to us consumers, whether we will trust them or not. And that is what will make us go and eat their fast food products. According to our new research report, Comparative Study on Customer Perception towards Fast Food Outlets in Ahmedabad, the Indian Fast Food Industry is anticipated to grow at a CAGR of around 34% during 2011-2014. Anticipating the future growth, many big international players are entering into the market by making deals with the domestic players. And those already present in the Indian market are expanding their presence in different provinces of the country. This trend will emerge more strongly during our forecast period, providing opportunities to local players to widen their product portfolios. Our research further revealed that there is a large scope of growth in the untapped tier-II and tierIII cities, owing to which, major fast food retailers have already started applying various marketing strategies in popularizing their brands in these cities. Furthermore, they are aiming to BPCBA/2010-13/Sem-VI/Group No. E-70 113
provide affordable and customized products to suit the needs of people that would ultimately provide necessary boost to the Indian fast food industry. The report also provides extensive information on the countrys fast food market, besides discussing the growing segments like Pizza market, and others food market. Thus, it provides valuable information about the Fast food companies and provides necessary insight for investors looking to enter this market. Moreover, the report features forecast for fast food sales in the country. The forecast is based on the correlation between past market growth and growth in base drivers, such as middle class, urbanization, cultural shift, and lifestyle changes. Due consideration is given on competitive landscape to enable clients to understand market structure and growth prospects.
Annexure
B. P. COLLEGE OF BUSINESS ADMINISTRATION
QUESTIONNAIRE
Dear Respondent, We are the student of B.B.A Sem-VI undergoing a marketing research on Comparative Study on Consumer Perception towards Fast Food in Ahmedabad Name___________________________________________________________________ Age____________________________________________________________________ Occupation______________________________________________________________ E-Mail/Contact No.________________________________________________________ 1. Please choose your gender. A) Male ( )
B) Female
2. Please choose your age bracket. A) Under 15 ( ) C) 20-25 ( )
B) 15-20 D) More than 25
( (
) )
3. Which Fast Food Outlet is your favorite? A)Pizza Hut ( ) B) Dominos C) McDonalds ( ) D) Subway E) K.F.C ( ) 4. How often do you eat fast food? A) Everyday ( C) Once a week ( E) Once every month (
( (
) )
) ) )
B) 3 times a week D) 3 times a month
( (
) )
5. What is the first thing that strikes your mind about Fast Food? A) Food ( ) B) Services C) Value for Money ( ) D) Fun
( (
) )
6. Which area do you think needs more improvement? A) Delivery Time ( ) B) Product Variety C) Prices ( ) D) Offers and Discount E) Others ( )
( (
) )
7. What is the main problem you faced at Fast Food Outlets? A) Long Queues ( ) B) Rude Behavior of Employee ( C) Congestion ( ) D) Other ( E) No Problem ( ) 8. Is the product line in fast food outlets adequate? A) Yes ( ) B) No C) Average ( ) 9. Which is the most important thing for choosing a particular fast food? A) Taste ( ) B) Money C) Money Value Return ( ) D) Other
) )
( (
) )
10. Are you Vegetarian or Non Vegetarian? A) Vegetarian ( ) C) Both ( )
B) Non-Vegetarian
If you are Vegetarian then fill PART-A of the Questionnaire otherwise PART-B
PART-A 11. Which is your favorite product at fast food outlets? A)French Fries ( ) B) AalooTikki C) Paneer Salsa ( ) D) Crispy Chinese
( (
) )
12. Rank the Vegetarian Product from 1 to 7 (1 being the worst quality and 7 as the best quality) how nutritious are Fast Food products?
A) Cheese in Burgers B) Vegetables in Burgers C) Salads D) Fruit E) Apple Pies F) French Fries 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 4 5 5 5 5 5 5 6 6 6 6 6 6 7 7 7 7 7 7
13. Which is your favorite bread fast food product? A) Cheese Bread ( ) B) Garlic Bread C) Grill Sandwich ( ) D) Club Sandwich
( (
) )
14. Do you believe Fast Food Outlets put chemicals in their food? (To improve the taste and/or improve the texture of vegetables) A) Yes ( ) B) No ( )
15. Have you ever seen a list of nutrition facts at the Fast Food Outlets? A) Yes ( ) B) No ( ) 16. If you have seen it, do you trust it? A) Yes ( )
B) No
PART-B 17. Which is your favorite non vegetarian product at fast food outlets? A) Hot n Crispy ( ) B) Fri Grilled ( ) C) Curry Crunch ( ) D) Hot Wings ( ) 18. Rank the Non-Vegetarian Product from 1 to 7 (1 being the worst quality and 7 as the best quality) how nutritious are Fast Food products? A) Chicken in Burgers 1 2 3 4 5 6 7 B) Hot Wings 1 2 3 4 5 6 7 C) Chicken Snacker 1 2 3 4 5 6 7 D) Fri Grilled 1 2 3 4 5 6 7 E) Filet-O-Fish 1 2 3 4 5 6 7 F) Spicy Asian 1 2 3 4 5 6 7
19. Which is your favorite non vegetarian burger as a fast food product? A) Chicken Zinger ( ) B) Chicken Snacker C) Naked Wings ( ) D) Fri Grilled
( (
) )
20. Do you believe Fast Food Outlets put chemicals in their food? (To improve the taste and/or improve the texture of chicken) A) Yes ( ) B) No ( )
21. Have you ever seen a list of nutrition facts in the Fast Food products? A) Yes ( ) B) No ( ) 22. If you have seen it, do you trust it? A) Yes ( )
B) No
*Thank You for Your Participation!!!*
Bibliography
Reference book: Business Report Writing by, R.C. Sharma & Krishna Mohan, Tata McgrawHill Education Pvt. Ltd. Kothari C. R., Research Methodology, WishwaPrakashan Marketing Management, Phillip Kotler, Kevin Keller 12th ed. Pearson Education. Marketing Research An Applied Orientation, Naresh K Malhotra, Pearson Education Service Marketing, K. Rama Mohana, Rao, Pearson Education Business Marketing Management B2B 9E, Michael D. Hutt, Thomas W Speh Sales and Distribution Management, Krishna K Havaldar, Vasant M Cavale Advertisement and Promotion, George E Belch, Michael A Belch, KeyoorPurani Customer Focus: The New Imperative Vol:I Customer Service and Satisfaction, Kaushik Mukherjee
Web Sites:
www.mcdonaldsindia.com/ www.dominos.co.in/ www.pizzahut.co.in www.subway.co.in/ www.kfc.co.in/ www.google.co.in/ www.wikipedia.org/ www.fastfoodmarketing.org en.wikipedia.org/wiki/Marketresearch

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SarvaVidyalayaKelvaniMandal (Kadi), Sanchalit

B P COLLEGE OF BUSINESS ADMINISTRATION

B P College of Business Administration, Gandhinagar,

Study on Customer Perception towards Fast Food in Ahmedabad

--------------------------Prof. Mathew John (Faculty Guide)

----------------------------------Dr. Ramakanta Prusty (Head of the College)

Comparative Study on Customer Perception towards Fast Food in Ahmedabad

Batch: 2010-13 Bholabhai Patel College of Business Administration, Gandhinagar

BACHELOR OF BUSINESS ADMINISTRATION

Submitted By: Group No. E-70

98 99 105 106 107 108

Chapter: I Introduction to the Project

BPCBA/2010-13/Sem-VI/Group No. E-70 1

1.1Introduction or the Background of the Project

BPCBA/2010-13/Sem-VI/Group No. E-70 2

1.3 Objective of the Study Objectives of preliminary research

The objective of preliminary research is to gather data on the situation

Preliminary Research has no standard Techniques.

BPCBA/2010-13/Sem-VI/Group No. E-70 3

Data Source and Methodology

Data analysis and tools used

BPCBA/2010-13/Sem-VI/Group No. E-70 5

Limitations of the Study

BPCBA/2010-13/Sem-VI/Group No. E-70 7

BPCBA/2010-13/Sem-VI/Group No. E-70 8

Chapter: II Fast Food Industry

BPCBA/2010-13/Sem-VI/Group No. E-70 9

2.1 What is Fast Food?

BPCBA/2010-13/Sem-VI/Group No. E-70 10

BPCBA/2010-13/Sem-VI/Group No. E-70 11

2.2 What is Junk Food?

BPCBA/2010-13/Sem-VI/Group No. E-70 12

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2.5 Filling stations

BPCBA/2010-13/Sem-VI/Group No. E-70 14

2.6 Street vendors and concessions

2.7 Criticism of fast food

BPCBA/2010-13/Sem-VI/Group No. E-70 15

Chapter: III Top Fast Food Provider in Ahmedabad

McDonalds Subway Pizza Hut Dominos KFC

History Product Global Operation Slogan Advertisement

McDonalds Subway Pizza Hut Dominos KFC

BPCBA/2010-13/Sem-VI/Group No. E-70 16

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Countries with McDonald's stores

BPCBA/2010-13/Sem-VI/Group No. E-70 21

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A Sub Sandwich A 6-inch ham sandwich

BPCBA/2010-13/Sem-VI/Group No. E-70 25

BPCBA/2010-13/Sem-VI/Group No. E-70 26

BPCBA/2010-13/Sem-VI/Group No. E-70 29

3.3 Pizza Hut

BPCBA/2010-13/Sem-VI/Group No. E-70 30

BPCBA/2010-13/Sem-VI/Group No. E-70 31

Pizza Hut Advertising

BPCBA/2010-13/Sem-VI/Group No. E-70 34

BPCBA/2010-13/Sem-VI/Group No. E-70 35

BPCBA/2010-13/Sem-VI/Group No. E-70 36

BPCBA/2010-13/Sem-VI/Group No. E-70 37

From a Game to an Famous Outlet Name Dominos

History Early years