MARKETING MANAGEMENT

PROGRAM: M.COM BATCH : 6

ASSIGNMENT TOPIC.

FAST FOOD INDUSTRY COMPLETE ANALYSIS

SUBMITTED TO: Mr. Hammad Mushtaq SUBMITTED BY: ADNAN SAJID 100645-011

DATE: 20-05-2011

Consumer Involvement

Table of Contents
Executive Summary........................................................................................................1 Introduction of the industry............................................................................................2

Consumer Involvement

Introduction of the organization....................................................................................3 Introduction of the major competitors...........................................................................4 Literature review on relevant issue................................................................................5 Problem Statement..........................................................................................................6 Research Question..........................................................................................................7 Research Methodology....................................................................................................8 Sampling Plan.................................................................................................................9 Time Schedule.................................................................................................................10 Cost Schedule..................................................................................................................11 Data Analysis...................................................................................................................12 Findings...........................................................................................................................13 Recommendation.............................................................................................................14 References.......................................................................................................................15

Consumer Involvement

Executive Summary
This Proposal explains the Consumer Involvement in purchasing of Fast Food products which tells that how much people are involved in the Fast Food products they used to make decisions about them, It explains the Problem Statement, Research Question, Research Objectives and Research variables for conducting a research on checking the consumer involvement level in the purchasing of Fast Food products. It explains the Research Methodology which had used for conducting a research that what were the sources and nature of the data. It explains that how we measured the data which was got from the research. Sampling Plan for the research also being explained that what our population, Sampling Unit, how big our sample size was and what method we used for conducting a survey e.g. Questionnaire. Time Schedule will explain that how much time it took to complete our different aspects of research and at the end the Cost Schedule that how much cost incurred on starting and completion of the research.

Consumer Involvement

Introduction to the Industry (Fast Food)

In this fast moving life with busy schedules and almost not time to spare every person of this world wants fast transportation, fast communication and fast services like wise they want some quick method in preparation of their food. The think that fulfill their demand is known as fast food. The concept of fast food is generally associated with urban development. The food that is prepared and served with in very short period of time is known as fast food or any meal with low preparation of time can be considered as fast food. Typically the term fast food refers to food sold in a restaurant or store with low quality preparation and served to the customer in a packaged form for takeout or take away. The most evident advantage of fast food is that it saves time. In today's fast-paced life, there is nothing better than getting a ready meal. Besides time, cost saving gives fast food an edge over the meal prepared in the kitchen. If one lives alone, then it is cheaper to buy a meal at the supermarket instead of cooking it at home. Different type of meals like pizza, sandwich, French fries, fried chicken, shuwarma, hamburgers etc are including in fast food. Carl N. Karcher is one of the fast food Pioneer of Fast Food Industry in the world. In U.S the largest segment of Fast Food is available with over 200,000 restaurants. But since late 2006, the growth becomes slow because of soaring food and energy prices. The concept of fast food not only in other countries but now in Pakistan is very common. This industry now in Pakistan attracts so much people. Almost a person of every age now likes to eat fast food. This industry works in Pakistan both in local level and international level. At international level some international fast food franchises play a major role behind the success of this industry in Pakistan. In this regard the contribution of International fast food franchises like KFC, MacDonalds, and Pizza Hut being consider very important. At local level the fast food restaurants like Fri chicks, AFC etc give head to head competition these international fast food franchises in Pakistan.

Consumer Involvement

Introduction of the organization under study (KFC)

KFC that is also known as Kentucky Fried Chicken is a brand of Yum! Incorporation. KFC founded by Colonel Harland Sanders in 1952, is widely known as the world famous fast food restaurant around the world. Colonel Harland Sanders was born at 9 September 1890 in Louisville, Kentucky, U.S. He study hard on fried chicken technologies, finally invented the eleven spices and unique cooking technologies synthetic secret recipe successfully and was favored by the customers. The business of the restaurant boom gradually and the secret recipe was continue to use until now. In 1930; he started cooking chicken in a service station named sanders court Corbin. In 1936 Kentucky started Sanders Court & Cafe. It was a dinning cafe and the governor of that time Mr. Ruby Laffoon congratulates Sanders on his contribution to the states cuisine. Then sanders expand his restaurant seats up to 142. In 1952 he moved to USA and opened the first Kentucky Fried Chicken outlet in 1952. Because of its unique and delicious flavor KFC gain the success with in years. In very short period of time KFC gain international success and recognition. Then the outlets of KFC were opened not only in USA but also in other countries of the world. Now KFC has been the world biggest Fried chicken fast-food chain enterprise, which has own more than 11,000 restaurants. These restaurants are over more than 80 countries. KFC primarily sells chicken 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. According to current scenario they offer Zinger burger, Col. Fillet burger, Machos burger, Col. Chicken burger, Cheese, Nuggets, Hot wings, Fries, Corn on the cob, Arabian rice, Dinner rolls, Hot and crispy soup, Soft Drink, Mineral water, Espresso, Cappuccino, Tea etc. Like wise different countries KFC entered in Pakistan in 1st January 1997. When they opened their first outlet in Gulshan-e-Iqbal, Karachi and with in no time KFC gained fabulous popularity among the people of Pakistan. With in two or three years it became the market leader and one of the famous fast food chains in Pakistan. According to the current situation KFC is branched out in 17 cities of Pakistan with more than 62 outlets nation wide.

Introduction of the Major Competitors in the Industry

Consumer Involvement 6

AFC (Al Najam Fried Chicken)

AFC is the fast food chain in Pakistan, which was started in mid 90s in Samanabad Lahore when fast food in Pakistan was emerging and becomes famous in the People. It is local fast food chain of Pakistan. Now AFC has thirteen branches nationwide like Mall Road, Railway Station, Abbot Road, Allama Iqbal Town, Fortress and Township in Lahore and it is also operating in the cities like Faisalabad, Gujrat, Rawalpindi, Abbotabad, Peshawar, Murree and Sargodha. The Head office of AFC is situated on 95-Main Marked Saman-Abad Lahore which is also the first branch AFC. AFC claimed that they provide hygienic and quality products and used frozen chicken which is safe, healthy and hygienic for the customers and offered fewer prices as compared to other Fast Food Chains like McDonalds, KFC and Pizza Hut etc so that middle class people can also afford fast food which was not possible for the people and their goal and aim is To make quality fast food available to all those people who liked the fast food but couldnt afford.

McDonalds
McDonalds restaurant is the largest fast food chain of the world which provides different types of product like hamburgers, cheeseburgers, chicken products, French fries, breakfast items, soft drinks, milkshakes, and desserts and salads, wraps and fruit for the health conscious people. McDonalds Corporation started in 1940 by the two brothers Dick and Mac McDonald in San Bernardino, California, and then Ray Korc opened the first McDonalds restaurant in 1955 in the United States of America. It is the ninth most valuable brand in the world. Now, McDonalds is the leading global food service retailer with more than 30,000 local restaurants, employing more than 1.5 million people and serving 54 million customers in more than 120 countries each day. In Pakistan it is also being operated and proved to be famous fast food brand in Pakistan. It was opened in Pakistan in 1998 at Lahore and now working in seven major cities of Pakistan and has 20 branches all over Pakistan and also planning to move forward in other cities as well by using aggressive plan to expand. And they are giving employment to about 3000 people in Pakistan with the investment of 30 million.

Pizza Hut
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Pizza Hut is the American fast food restaurant chain, which offer different types of products especially Pizza of different styles and in four different sizes, personal (individual serving), small, medium and large. The varieties and styles of Pizza they are offering are Meat Lovers, Pepperoni Lovers, Cheese Lovers, Veggie Lovers, Double Cheeseburger, Supreme, Super Supreme and they also offered other side dishes as well like pasta, buffalo wings, breadsticks, and garlic bread. Pizza Hut was founded in 1958 by bothers, Dan and Frank Carney and the first franchise was opened in 1959 in Topeka, Kansas and now it is working in approximately 100 countries and approximately 34000 restaurants all over the world. In Pakistan Pizza Hut is also operating and its operations has been expanded in 10 cities of Pakistan including, Lahore, Islamabad, Sialkot, Rawalpindi, Karachi, Hyderabad, Multan, Peshawar, Faislabad and Muree and the numbers of outlets in Pakistan are 37 which are expanded in all these cities.

Subway
Subway is the international fast food chain restaurant, which are widely distributed in the world and proved to be one of the largest fast food chain. Subway started by Fred DeLuca in 1965 in North America and which was owned and operated by Doctors Associations, Inc (DAI). The products, which are sold in Subway, are submarine, sandwiches and salads and Subway started its first association outside North America in 1984 when Subway was started in Bahrain. Now Subway has 32271 franchises and which it is being operated in 91 different countries. Subway also ranked No.1 by Entrepreneur Magazine twice. Subway is also operated in Pakistan as well like other countries and the network of Subway in Pakistan is spread in four cities of Pakistan including Karachi, Lahore, Islamabad and Sialkot. Also there are many franchises of Subway, which are under construction in Pakistan. Subway is known to be a healthy food server, which is targeting the health conscious people.

Consumer Involvement

Literature Review
Consumer Involvement in financial services: an empirical test of two measures
By Abdullah H. Aldlaigan Manchester Business School, University of Manchester, Manchester, UK Francis A. Buttle Littlewoods Professor of Customer Relationship Management, Manchester Business School, University of Manchester, Manchester, UK Article explains that firstly consumer involvement is being used in the field of social psychology and believed to be the relation between ego and object. And the audience response to persuasive message is based on two things, one is the initial attitude towards the certain topic and other is the involvement level. There are three types of involvement situational, enduring and response involvement and these are introduced by Houston and Rothschild, so when these types are being conceptualized they become stimulus, organism and response. This article also explains the definition of involvement by both of them which is appropriate for the research of consumer involvement in financial services which explains that involvement is an unobservable state of motivation, arousal and interest. This article explains about the consumer involvement level in the different financial services. And consumer involvement is being checked through two measures PII and CPI. PPI treats involvement as a unidimensional construct whereas CPI treats involvement as multidimensional construct and both focus on individual-object involvement. PPI are related to three dimensions Personal, Physical and Situational and whereas CPI measure five dimensions like Interest, Pleasure, Sign Value, Importance risk and Risk Probability. This article explain that firstly six financial services were selected for checking the consumer involvement but then pretesting was performed to check whether the questions which were being asked understandable for the respondents or not. After pretesting one thing became clear that respondents had some problem in giving response to some of the services because some services were used in the one category like two services in one category so after understanding the problem then six services were converted into eight services and then consumer involvement were checked on these eight services and services were, a cheque book, an overdraft facility, switch services, a cash machine, savings account, investment services and personal loan. This article explains that in research firstly questionnaire asked about twenty items related to financial services of PPI and measures those on seven-point semantic differential scale and then fifteen statements were asked on the format of five points Likert scale of CPI. In research sample size of 120 people were selected and convenience sampling was used. The response rate

Consumer Involvement

was 51 percent. The findings of the research showed that both the measures had different involvement level for eight financial services which are being used. The PPI measure indicated that Cash machine used, mortgage and investment are high involvement services whereas CPI measure indicated that mortgage, investment and savings account are high involvement services. In PPI measure savings account, personal loan, a cheque books, overdraft facility and switch services are the middle range involvement financial services whereas in CPI measure personal loans, overdraft facilities, switch card, cash machine and cheque book usage are in the middle range of involvement. And between both of these measures PPI proved to be more reliable as compared to CPI. In this article findings of the research were recognized that Involvement level for different financial services were not equal, the scales which were used PPI and CPI focused on the different dimensions of involvement and at last customized instrument should be develop to measure the involvement and finally in order to understand the link between consumer involvement and customer behavior in financial services more research is needed. .

An Experimental Study on the Relationship between Consumer Involvement and Advertising Effectiveness
By Shwu-Ing Wu, Department of Business Administration, National Chin-Yi Institute of Technology, Taiwan This article explain that the relationship between consumer involvement and Advertising Effectiveness. Consumer Involvement in product category is proved to be a very important variable in the designing of advertising strategy and to understand whether consumers have high or low involvement in the product category; there are many scales which are designed to measure the consumer involvement. But in this research to check the relationship between the consumer involvement and adverting effectiveness, PII (Personal Involvement Inventory) was used due to its internal reliability, reliability over time, content validity, criterion-related validity, and construct validity and also consumers were segmented in various clusters. Another important thing which is explained it this article the hierarchy which consumer complete before making a decision which tells that how consumers used advertising in their process of purchasing. This hierarchy includes unawareness, Awareness, Knowledge, Liking, Preference, Conviction and Purchase. In other words consumer first think, feel and do and it also tells that whether there is a difference between various consumer involvement clusters in the advertising effect hierarchy. The factors that influence the level of consumer involvement in product, advertising or purchase and the factors are the characteristics of the individual shoppers, physical characteristics of the stimulus and purchasing situations. This study also explains the involvement construct, which is base on the personal and product characteristics. So this article explains the checking of whether Consumer Involvement 10

there is a positive relation between the advertising effect hierarchy and involvement and secondly it explains whether there is positive relation between advertising content and involvement. This article explains that perception of the advertising content including plot, slogan, representative person, product introduction, expression, map and print of the customers are gathers through focus group and also questionnaire of eight parts including demographic, AIO (Actives, Interests, Opinions), advertising content importance, advertising effect hierarchy and consumer degree of involvement in a high involvement product, automobile, low involvement product and shampoo were used and sample size of 500 people were selected to ask about these dimensions and five points Likert scale was used for AIO under PII measure and random sampling method was used for this purpose. The response rate was 97.8 percent. The article explains the findings that the result showed that segment of the market can be effected by the degree of consumer involvement and the results explains that there is a positive relationship between the degree of consumer involvement and advertising effect hierarchy and also it explains that there is a positive relationship between the degree of consumer involvement and advertising effect if degree of consumer involvement will high the advertising effect will also high. So all these findings prove that for the advertising strategy the degree of consumer involvement is the major indication.

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Introduction and background of the topic

Consumer Involvement in product is very essential for the company because it will tell them that how much they show concern while making decision about the product. To check the behavior of the consumers towards certain product, it is essential to know to that what their involvement level is whether it is physical or psychological. The involvement level can be checked through different factors like price, quantity etc. By checking the different factors, it becomes apparent to understand that which is the single or many factors which are influencing the buying behavior of the consumers and whether their involvement level varies or not in different situations. And also it will explain that what are the interests, need and values of the consumers which attracts consumer towards a certain product. So one thing become apparent that it is very essential to increase the effectiveness of the product and by seeing the responses will help in build a close relationship with the consumers. Involvement in products affects the purchase decision or an essential part of purchase decision. Purchasing decision regarding certain product will be more sensitive and person will show much interest in purchasing certain product if the involvement level is high and person will show less interest and also purchase decision will not be sensitive for the consumer if their involvement level is low in that product. Researchers classified Involvement in three parts: Personal: This includes inherent interest, values or needs of a person that motivate that person towards any object. Physical: This includes a certain characteristic of object which brings difference or increase in the interest. Situational: This includes something, which bring temporarily increase interest or relevance in any of the object based upon the situation. These are the three factors that influence or change the involvement level of the consumer in the any of the product or any of the advertisement.

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Problem Statement
What is the consumer involvement level in purchasing of Fast Food products particularly of KFC? It will explain that how much consumer involves in the purchasing of Fast Food products that whether the involvement level is high, medium or low.

Research Question
What are the factors that influence the consumer involvement level in Fast Food products particularly in KFC products?

Research Objectives
To know about the demographics of the people To know about the frequency of purchasing the Fast Food To know about the factors which are affecting consumer involvement

Research Variables
To know about the demographics of the people Age Income Gender Area To know about the frequency of purchasing the Fast Food Daily Twice a week Twice a month Once a week Once a month Occasionally To know about the factors which are affecting consumer involvement Price Quantity Hygiene Factor Ingredients

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Research Methodology
DATA AND DATA COLLECTION
We used primary and secondary data resources for checking the Consumer Involvement level in purchasing the Fast Food. We draw the sample of 25 and collect the responses of people who were involved to eat fast food. For this purpose we build a questionnaire and collect their responses. Our basic purpose was to check the consumer involvement level of fast food industry in Pakistan and focus on four factors like price, quantity, hygiene and ingredients. We also read some articles like (consumer involvement in financial services) to better understand the concept of consumer involvement. It gives us so much help in data collection. It helps us in making objectives, variables and the factors which is under research to measure the overall consumer involvement level in fast food industry in Pakistan.

MEASUREMENT METHODS
There are several measurement tools that we have use in this project. Our first and most important tool in our measurement methods is our Questionnaire. We built our questionnaire by using 5-point likert scale. Then we put all the responses of our selective sample in SPSS. Through SPSS we take means, sum, quartiles. And for check the significance level of our factors we apply t-test, regression and correlation, factor analysis and corn Bach alpha to check the overall significance of our sample. We also use Microsoft Word and Excel for report righting purpose and use excel for plotting some table and in making of Gantt chart. We use all these software so we can represent our analysis through graphs and quantitative data like table and Gantt chart etc. Gantt Chart completed explains when our project started and ended.

Sampling Plan
Population All people who eat fast food Sampling Unit Our sampling unit included Teenagers, Male and Female those who were involve eating Fast Food Products particularly of KFC. Consumer Involvement 14

Sampling size We draw a sample of 25 people who used to eat Fast Food products particularly of KFC. Sampling Method We used Non Probability Sampling and in that we used Convenience Sampling.

Time Schedule
No
1 2 3 4 5 6 7 8 9 10 11 12

Tasks
Preliminary Investigation Building of Questionnaire Survey Original Proposal Introduction of the industry Introduction of Organization (KFC) Introduction of major competitors Literature Review Data Analysis Report Writing Findings & Recommendations Project Submission

13

14

January, 2010 15 16 17 18

19

20

Task 1 & 2 We complete first two tasks on a same day at 13 January. First task was to collect the required or supportive data, which is also called preliminary investigation, and the second task was building the questionnaire. Task 3 & 4 After completing first two tasks third task was, to conduct a survey that we done on 14 th of January and completed on the same day along with the original proposal. Task Task 5, 6 & 7 In the next two days 15th and 16th of January we have done the introduction to the industry, introduction to the organization and introduction to the competitors. Task 8 After completing these tasks we have done literature review on 17th of January and completed it on the same day. Task 9 & 10

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After literature review the main task was data analysis and report writing that was done on 18th of January. Task 11 On 19the of January we have completed our findings and recommendations. Task 12 We submit our project on 20th of January.

Cost Schedule
Particulars
Photocopy Printing Traveling Refreshment Electricity Telephone Expense

Cost (Rs)
50 200 400 200 200 300

Total Cost

1350

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Involvement Level Valid 25 N Missing 0 Mean 74.1167 25 67.5417 Percentiles 50 75.75 75 80.375

Data Analysis

Involvement Level

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Below 67.54 will be the low Involvement level of the consumers in the Fast Food. Between 67.55 to 80.38 will be the middle Involvement level of the consumers in the Fast Food. And above 80.38 will be the high Involvement level of the consumers in the Fast Food.

Involvement Level
Frequency 1 2 3 Total 6 12 7 25 Percent 24 48 28 100 Valid Percent 24 48 28 100 Cumulative Percent 24 72 100

Valid

1. Shows Low Level of Involvement

2. 3.

Shows Middle Level of Involvement Shows High Level of Involvement

There was a sample of 25 and all 25 responded to the questions asked to them. When we see the involvement level of the people in the Fast Food. There were 6 people those who have low involvement level in the Fast Food and they are the 24% of the sample size. There were 12 people those who have middle level Involvement Level and they are 48% of the sample which was of 25 people and at last there were 7 people who have High Involvement Level in the Fast Food and it is the 28% percent of the sample size. So by seeing all these level of Involvement we can say that most of the people have middle Involvement level in the Fast Food whenever they purchased it. So Fast Food is not a high or low involvement product. It lies between middle of them. Also when we see the Mean of Involvement level of Consumer it also lies between the middle range of the Involvement Level. So overall Involvement is middle level

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Demographics Analysis to Check the Involvement Level

Gender
Gender Involvement Level
Gender Male Female Total Involvement Level 1 4 2 6 2 8 4 12 3 6 1 7 Total 18 7 25

1. Shows Low Involvement Level 2. Shows Middle Involvement Level 3. Shows High Involvement Level There were 25 respondents about whom we check the involvement level. Among all respondents 18 were males and 7 were females. In male four have low involvement in the Fast Food, eight males have middle involvement level and at last 6 male have high involvement level in the Fast Food. When we see female side there are 2 females who have low involvement level, four females have middle involvement level and at last only one has high involvement level. When we see the overall result it shows that most of the males and females have middle level involvement level in Fast Food.

Age
Age * Involvement Level

Age
Up to 20 years 21-25 years 26-30 years 31-35 years 36-40 years Total

Involvement Level 1 3 3 0 0 0 6 2 4 2 4 1 1 12 3 0 6 1 0 0 7

Total 7 11 5 1 1 25

1. Shows Low Involvement Level in Price 2. Shows Middle Involvement Level in Price 3. Shows High Involvement Level in Price

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When we see the age of the respondents, there were 7 people up to the age of 20, 11 people had the age between 21-25 years, 5 had the age between 26-30 and 1 respondent each between age of 31-35 years and 36-40 had the age between 26-30 and 1 respondent each between age of 3135 years and 35-40 years.

Up to 20 years
When we see the respondents up to the age of 20, there were 3 people who have low involvement level in the Fast Food, four people have middle involvement level and there is no person who has high level of involvement in the age group. So among all the involvement level most of people up to the age of 20 have middle level involvement level. Age from 21 to 25 The respondents from 21 to 25 years are 11 and 3 people have low involvement level in the Fast Food, 2 people have middle involvement level and at last 6 people have high involvement level and when we see the respondents involvement level in Fast Food, most of the people are highly involved in the fast food. Age from 26 to 30 When we see the respondent from the age of 26 to 30, no person has low involvement level, 4 people have middle involvement level and at last only one person has high involvement in the Fast Food from the age of 26 to 30. And overall result shows that most of the people in age of this range have middle level of involvement. Age from 31 to 35 One respondent were from the age of 31 to 35 and the person has middle level of involvement in the Fast Food. Age from 36 to 40 Again only one respondent was from 36 to 40 years old and he also has middle level of involvement in the Fast Food.

Household Income
Household Income * Involvement Level Involvement Level Household Income

Total

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1 Up to 10000 10001-20000 20001-30000 30001-40000 40001-50000 above 50000 Total 1 0 0 0 0 5 6

2 1 1 1 1 2 6 12

3 0 0 1 1 2 2 6 2 1 2 2 4 13 24

There were 25 people were asked about their income and only didnt response. 2 people have income up to 10,000, 1 person have income from 10,001 to 20,000, 2 people have income from 20,001 to 30,000, again 2 people have income of 30,001 to 40,000, 4 people have income of 40,001 to 50,000 and there were 13 people who have income more than 50,000. Income Up to 10,000 Two respondents have income up to 10,000 and one has low level of involvement in Fast Food, again one has middle level of Involvement and no one has high level of Involvement in the Fast Food. 10,001 to 20,000 There was only one respondent who has income from 10,001 to 20,000 and he has middle level of Involvement in the Fast Food. 20,001 to 30,000 There were two respondents were from the income of 20,001 to 30,000 and no one has low level of Involvement in the Fast Food, one has middle and one has high level of Involvement in the Fast Food. 30,001 to 40,000 There were two respondents were from the income of 30,001 to 40,000 and no one has low level of Involvement in the Fast Food, one has middle and one has high level of Involvement in the Fast Food. 40,001 to 50,000 There were four respondents from the income of 40,001 to 50,000 and no one has the low level of involvement in the Fast Food, 2 people have middle level of Involvement in the Fast Food and also 2 people have high level of Involvement in the Fast Food.

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Above 50,000 There were 13 respondents whose income is more than 50,000 and 5 people have low level of Involvement in the Fast Food, 6 people have middle level of Involvement and 2 person have high level of Involvement. So most of the people have middle level of Involvement in the Fast Food whose income is above 50,000.

Frequency of Taking Fast Food

Frequency of Taking Fast Food * Involvement Level Frequency of Taking Fast Food Once a Week Twice a Week Once a Month Twice a Month Occasionally Total Involvement Level 1 0 5 1 0 0 6 2 1 5 3 1 2 12 3 1 3 1 0 2 7 Total 2 13 5 1 4 25

There were 25 respondents who tell about their frequency of purchasing the Fast Food. 2 people eat fast food once a week, 13 people eat twice a week, 5 people eat once a month, 1 eats twice a month and 4 people eat Fast Food Occasionally. Once a Week There were two respondents who eat Fast Food once a week and one has middle level of involvement, one has high level of involvement and no one has low level of involvement in the Fast Food. Twice a Week There were 13 respondents who eat Fast Food Twice a Week and 5 people among those respondents have low level of Involvement, 5 people have middle level of Involvement and 3 people have high level of Involvement in the Fast Food.

Once a Month There were 5 respondents who eat Fast Food once a month and 1 person has low level of Involvement in the Fast Food, 3 people have middle level of Involvement and 1 person has high level of month. So most of the people have middle level of Involvement in the Fast Food who eat it once a month.

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Twice a Month There was only one person who eats Fast Food twice a month and he has middle level of Involvement in the Fast Food. Occasionally There were 4 respondents who eat Fast Food occasionally and no one has low level of Involvement in the Fast Food who eat occasionally, 2 people have middle level of involvement and 2 have high level of involvement in the Fast Food.

Residence Area
Residential Area * Involvement Level Involvement Level Residential Area 1 2 3 Model Town 1 1 1 Wapda Town Gulberg Mustafa Town Johar Town DHA Askari Ichara Punjab Society GOR Total 0 3 0 1 0 1 0 0 0 6 0 1 2 3 3 0 1 1 0 12 1 0 1 1 2 0 0 0 1 7

Total 3 1 4 3 5 5 1 1 1 1 25

The respondents from whom we collect are belong to the 10 different places of Lahore, 3 respondents each were from Model Town and Mustafa Town, 1 respondent each from GOR, Punjab Society, Ichara, Askari View and Wapda Town, 4 respondents were from Gulberg and 5 respondents each from DHA and Johar Town.

Model Town There were three respondents from Model Town, one has low involvement level in Fast Food, one has middle involvement level in Fast Food and at last again one has high involvement in Fast Food. So we can say that people of Model town has mix sort of Involvement in Fast Food. Wapda Town Consumer Involvement 23

Only respondents was from Wapda town and he has high Involvement Level in Fast Food Gulberg There were four respondents were from Gulberg and 3 people have low involvement level, one has middle level of Involvement in Fast Food and at last no one has high involvement level in fast Food in Gulberg. So most of the people in Gulberg have low level of Involvement in fast Food. Mustafa Town Three respondents were from Mustafa Town and no one has low level of involvement in Fast Food, 2 people have middle level of involvement and only one person has high level of involvement in the Fast Food. So most of the people in Mustafa Town have middle level of Involvement. Johar Town There were five respondents were from Johar Town and 1 person has low level of involvement in the fast Food, 3 people have middle level of involvement and at last one person has high level of involvement in the Fast Food. So most of the people in Johar Town has middle level of Involvement. DHA There were five respondents were from DHA and no one has low level of involvement in Fast Food in DHA, 3 people have middle level of Involvement in the Fast Food and at last 2 people have high level of Involvement in Fast Food in DHA. So most of the people in DHA have middle level of Involvement. Askari There was only one respondent from Askari View and he has low level of Involvement in the Fast Food. Ichara There was one respondent from Ichara and he has middle level of Involvement in the fast Food.

Punjab Society There was one respondent from the Punjab Society and he also has middle level of Involvement in the Fast Food. GOR

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There was only respondent from GOR as well and he has high level of Involvement in the Fast Food

Factor Analysis
Factor Analysis Factors
Price Involvement Hygienic Involvement Quantity Involvement Ingredients Involvement Component 1 0.617 0.827 0.768 0.492 2 -0.64 0.227 -0.237 0.791

The Factors which are most important among all the factors are two out of four factors, people who used fast food gives important to Hygienic Factor of the Fast Food that they want Fast Food to be clean enough to eat. The Second most important factor for the consumers is Ingredients of the Fast Food. They show much concerned about the Ingredients of the Fast Food. So the most Important Factors are: 1. Hygienic Factor 2. Ingredients

Factor Analysis Factors

How much consumer has concerned in Fast Food How much beneficial Fast Food is for the consumer How boring Fast Food is for the consumer To what extent Fast Food is exiting for the consumer How much consumer desire about the Fast Food Component 1 0.349 0.834 0.475 0.685 0.582 2 0.105 -0.062 0.408 0.441 0.612 3 0.813 -0.387 -0.203 0.145 -0.154 4 -0.308 -0.056 0.61 0.229 -0.231 5 0.238 0.125 0.166 -0.443 -0.283

There are five factors which are most important for the consumer regarding the Fast Food. 1. The first most important factor for the consumer is that they want that Fast Food should be a Beneficial Food for them or they are much concerned in the Benefits of the Fast Food or it is a beneficial food. Consumer Involvement 25

2. The second most important for the consumer is that they have a desire for the Fast Food. 3. The third most important Factor for the consumer is that they are concerned about the Fast Food or they have concern in the Fast Food. 4. The boring or fascinating factor is the fourth most important factor for the consumers. 5. The last most important factor for the consumers is that they want fast Food to be Exciting Factor for them or they are much excited about the Fast Food.

Regression Analysis
Regression equation
Y=+X

Hypothesis
Ho = = There is no significant relationship between the dependant and independent H1= There is a significant relationship between the dependant and independent variable

Age
Model Summary
Model 1 R 0.311 R Square 0.097 Adjusted R Square 0.057 Std. Error of the Estimate 8.15004

From the result we find that this model is very weak because R square shows a very small value, which is 0.097, which is 9.7%. So the model we built is very weak.

Coefficients
Model Unstandardized Coefficients B 1 (Constant) Age 68.655 2.576 Std. Error 3.844 1.642 0.311 Standardize d Coefficients Beta Sig.

0 0.13

Ho: = 0 (There is no significant relationship between the Involvement Level and Age) Consumer Involvement 26

H1: 0 (There is a significant relationship between the Involvement Level and Age) Level of Significance = 0.05 We perform regression analysis on Age and Involvement level of the consumer. We take Age as Independent Variable so it is constant and Involvement Level as Dependent variable. When we see significant value it is 0.130 so it shows that there is no dependency in Age and Involvement level or we can say that both are independent.

Gender
Model Summary
Model 1 R .227a R Square 0.052 Adjusted R Square 0.01 Std. Error of the Estimate 8.35081

The model which we have made is very weak which is clear from the R square value which was very low. Coefficients
Model Unstandardized Coefficients B 1 (Constant) Gender 79.446 -4.163 Std. Error 5.046 3.72 -0.227 Standardize d Coefficients Beta Sig.

0 0.275

Ho: =0 (There is no significant relationship between the Involvement Level and Gender) H1: 0 (There is a significant relationship between the Involvement Level and Gender) Level of Significance = 0.05 We Perform Regression Analysis to check whether Gender and Involvement have some relation or not. We came to know after the analysis that the significance value is 0.275 which is more than the allowable error which was 0.05. So we do not reject H0 and which proved that there is no dependency between Gender and Involvement Level and both are independent.

Household Income

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Model Summary
Model 1 R .004a R Square 0.000 Adjusted R Square -0.045 Std. Error of the Estimate 8.39451

The model we built was very weak because its R square was very low which almost 0. Coefficients
Model Unstandardized Coefficients B (Constant) 1 Household Income 73.732 -0.021 Std. Error 5.379 1.055 Standardized Coefficients Beta 0 -0.004 0.985 Sig.

Ho: = 0 (There is no significant relationship between the Involvement Level and Household Income) H1: is not equal to 0 (There is a significant relationship between the Involvement Level and Household Income) Level of Significance = 0.05 We perform Regression Analysis to check whether Involvement Level is dependent on the household Income or not. So we take Household Income as Independent variable and Involvement level as Dependent Variable. The findings shows that the significance value is far more than the allowable error which was 0.05 so we will not reject Ho which means that there no dependency in household Income and Involvement Level or Involvement level is not dependent on the Household Income.

Frequency of Purchasing Fast Food

Model Summary
Model 1 R .034a R Square 0.001 Adjusted R Square -0.042 Std. Error of the Estimate 8.57013

We came to know the model we made was very weak which can be seen from R Square that the value is 0.001, which is very low.

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Coefficients
Model Unstandardized Coefficients B (Constant) 1 Frequency of Taking Fast Food 73.241 0.238 Std. Error 5.568 1.44 0.034 Standardized Coefficients Beta 0 0.87 Sig.

Ho: = 0 (There is no significant relationship between the Involvement Level and Frequency of Purchasing Fast Food) H1: is not equal to 0 (There is a significant relationship between the Involvement Level and Frequency of Purchasing Fast Food) Level of Significance = 0.05 We perform the regression analysis to check whether there relationship between the Frequency to Purchase and Involvement Level. We take Involvement Level as dependent variable and Frequency to Purchase as Independent Variable. The Finding shows that the significance value 0.870 is far high than the allowable error, which was 0.05. So we will not reject Ho and which will prove that there is no relationship between Frequency to purchase and Involvement Level and Involvement Level is not dependent on the Frequency of Purchase.

Residential Area
Model Summary
Model 1 R 0.204 R Square 0.042 Adjusted R Square 0 Std. Error of the Estimate 8.39534

This model is also a weak model that is apparent from the R Square Value, which is very low. Coefficients
Model (Constant) Residential Area Unstandardized Coefficients B 1 70.688 0.726 Std. Error 3.824 0.728 0.204 Standardized Coefficients Beta 0 0.329 Sig.

Ho: = 0 (There is no significant relationship between the Involvement Level and Residential Area) Consumer Involvement 29

H1: is not equal to 0 (There is a significant relationship between the Involvement Level and Residential Area) Level of Significance = 0.05 At last we perform regression analysis to check the relationship between Residential Area and Involvement Level. We take Involvement level as Dependent Variable and Residential Area as Independent Variable. From the findings we conclude that the Significance value is more than the allowable error which was 0.05 so we will not reject Ho and which will prove that there is no significant relationship between Residential Area and Involvement Level and Involvement Level is not dependant on the Residential Area.

Reliability of the Instrument

Reliability Statistics Cronbach's Alpha 0.878 N of Items 20

The overall reliability of the instrument Questionnaire that we use for the survey to see the Consumer Involvement Level in the Fast Food is very high which is 87.8 percent. So the instrument we used is reliable enough for the Research.

Findings
People have middle level of Involvement in the Fast Food. Gender Wise both male and females have middle level of Involvement. Age up to 20 years have middle involvement level, 21 to 25 years have high involvement level, 26 to 30 have middle involvement level, 31 to 35 have middle involvement level and 36 to 40 years have middle involvement level. All the income level people have middle level of Involvement. 30

Consumer Involvement

Hygienic Factor and Ingredients of Fast Food are the most important factors. Other factors which are most important are benefit, concern about Fast Food, consumers desire, Fast Food a fascinating matter and exciting factor of Fast Food. All the demographics age, household income, residential area, gender and frequency of purchase do not have relationship with Involvement Level.

Recommendations
When we see the overall Involvement Level of Fast Food it shows that people have middle level of Involvement, so it is not bad but company has to take further steps or develop a strategy so that people become highly involved in Fast Food whenever they purchased.

When involvement become high in the Fast Food of the consumers than Fast Food Company has to maintain the standard which will justify their involvement in the Fast Food.

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As we find that the Hygienic Factor and Ingredients of the Fast Food is important for the consumer, so company should work more on these factor in order meet the expectations of the Consumers regarding the Fast Food.

The other factor we analyze and came to know that five Factors are most important for the Consumers so company should work on the benefit, concern about Fast Food, consumers desire, made Fast Food a fascinating matter for the consumer and at last work on the exciting Factor of Fast Food so that consumers expectations regarding these factors can be meet.

As all the demographics do not have relation with the Involvement Level, so company do not need to work on the different demographics particularly in order to increase or maintain the involvement level.

References

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