A DISSERTATION REPORT ON

“CONSUMER’S PERCEPTION OF FAST FOOD OUTLETS”
Submitted towards partial fulfillment of Post Graduate Diploma in Management

Under the Guidance of :PROF. PRIYA

Submitted By: MOHD. RAZA ZAIDI PGDM – 2007-09

INSTITUTE OF TECHNOLOGY AND SCIENCE
Mohan Nagar, Ghaziabad-201002

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CERTIFICATE
Certified that M. RAZA ZAIDI has carried out the dissertation work presented herewith entitled “Consumer’s perception of fast food outlets” for the award of PGDM from Institute of Technology & Science under my supervision. The dissertation embodies result of original work and studies carried out by student himself and the contents of the thesis do not form the basis for the award of any other degree to the candidate or to anybody else.

Date:

PROF. PRIYA ( Faculty Mentor)

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ACKNOWLEDGEMENT

It has been a great learning experience on this project entitled “CONSUMER’S PERCEPTION OF FAST FOOD OUTLETS”.

I would like to thank Prof. PRIYA for imparting knowledge and guidance to me in the field of Marketing. I would like to thanks Prof. PRIYA for his able guidance and support through out my project completion.

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2 INRODUCTION OF FAST FOOD OUTLETS— A)AN OVERVIEW OF MCDONALD’S B)AN OVERVIEW OF NIRULA’S C)AN OVERVIEW OF PIZZA HUT D)AN OVERVIEW OF DOMINOS E) AN OVERVIEW OF SUBWAY 4) COMPARITIVE ANALYSIS 5) RESULTS 6) LIMITATIONS 7) CONCLUSION 8) RECOMMENDATIONS 9) APPENDIX 10) BIBLIOGRAPHY Page # 4 .1 THE INDIAN FAST FOOD MARKET –AN OVERVIEW 3.LIST OF CONTENTS 1) OBJECTIVE 2) RESEARCH METHODOLOGY 3) INTRODUCTION 3.

• • To find out the frequency of visit at each of the stated restaurants.OBJECTIVE The objective of the study is: • To study the perception of customers with regards to fast food outlets in NCR region. To identify the unique factors which attract people to each of these stated restaurants. Page # 5 .

SECONDARY SOURCES a) Internet b) Library c) Articles from economic times & other newspapers d) Company broachers and pamphlets Page # 6 . there product portfolios and customer preferences has been obtained through a) Primary sources b) Secondary sources PRIMARY SOURCES a) Representatives of the concerned organizations were approached to obtain information regarding products that are being offered and relevant information.METHODOLOGY  Information regarding the organizations. filled by the customers. b) Questionnaires were used.

The finding of the project begins with giving an overview of the Indian fast food market. Here. All these players are dealing in fast foods like burgers. This is followed by the demands of the Indian customers and how well these chains are able to meet their demands. product portfolio and services provided.ABSTRACT The project is the analysis of consumer perception of fast food outlets. the major players that are functioning in the Indian market are NIRULA’S. Conclusion and recommendations have been drawn keeping in mind the detailed analysis of the complete fast food retail industry. Page # 7 . So the idea here is to know the perception of customers. Subway and Dominos are international chains & Nirula’s is a local established chain. Pizza Hut. So they at the same time possess different customer base. Out of these McDonald’s. Market research has been conducted in order to know the customer preferences and perceptions for the every fast food retailer. pizzas etc. also all these players have different price ranges. PIZZA HUT. SUBWAY and MCDONALD’S. DOMINOS. Individuals perceive in different ways about these service providers.

was considered to be an option for eating out. It has been almost 50 years now since its set up and there is hardly any one who doesn’t know that Nirulas exists. With the trends changing and the incomes rising almost anybody who can afford to eat out could go for a snack at Nirulas. Nirulas almost had a monopoly for decades due to the way it has been placed. potential restaurants in the customers’ colony and some restaurants in a five star hotel. Nirulas was the only fast food chain existing in the country with its restaurants expanding with every passing year since its inception. Apart from fast food being available at the local colony restaurants and at some five star restaurants. It was not at all synonymous with the American concept of fast food as a quick takeaway bite or a substitute for lunch. pizzas etc.. 1996 is considered to be the Page # 8 .THE INDIAN FAST FOOD MARKET – AN OVERVIEW Upto the year 1995 Indian food market was predominantly dominated by the traditional dhabas.e.. It proved to be a perfect eating place for an average middle class who wants to eat out at an affordable price that can’t afford the fivestar restaurants and would not want to go to the local dhabas. However the year 1995-96 witnessed a drastic change. Its popularity has increased over the decades. Having fast food i. burgers. Nirulas was the first one to bring fast food to India back in the 50’s since then it has evolved into an eating place with tremendous brand equity and brand recognition. It is a place where a person from an average middle class group to upper class group can go to eat out.

KFC. It is only these international joints and specialty restaurants which are gradually coming up and some Indian restaurants which have made up the food market. Apart from the foreign and Indian fast food chains setting up shop. McDonalds. These places however offer range of items different from burgers. Mexican. restaurant business is such which is surrounded by threat from everywhere be it Indian joints or foreign joints.. However it did not pose much of a threat to Nirulas reason being lack of variety and that Wimpys was looked at more of a hang-out place rather than eating out with the family. Each of the foreign food joints that have come into the country have their own Page # 9 . but they definitely are competition to both foreign and Indian fast food chains. there are a range of specialty restaurants offering varied fare such as Chinese. There was hardly any awareness or promotion to beat competition. International giants such as McDonalds.year of India’s entry into the world food market. Before these.. Prior to this it was only the local restaurant which became visible while passing by or through local banners etc. and Italian etc. pizzas etc. TGIF.e. SUBWAY. Pizza Hut etc. and the five star restaurants were for the elite class out of reach by the average middle class customer. It’s been the American international giants i. UK-based joint called Wimpy’s had established its chain in the country in 1990. who have targeted their restaurants to the families. However. DOMINOS and Pizza Hut all bombarded the Indian food market.. By year 1996 it had about three to four joints established in Delhi. French.

not for how pleasantly the stuff is served or how spotless the widows are. An Indian food joint owner would definitely understand this but an American company which comes and places itself directly without knowing the customer is definitely in for trouble. value and services in its own way through its line of strategies. McDonalds etc. soft. Almost all the fast food chains both Indian i.. variety. savory etc. The variety would influence the frequency of visits since taste is a dominating factor to the Indian customers.e. An average Indian restaurant goers is no convenience eater. Nirulas and foreign i. speed of delivery and the location. ambience. He wants food for that can make him come back to the restaurant. he is paying for food that tastes good (Spicy. Each of these restaurants delivers quality. Each of these studied the Indian tastes and style and thereby targeted the Indian customer.).strategy lined up to differ from the rest. The emphasis is on the value that the restaurant is delivering to the customers. unlike the Americans. Page # 10 . Customer loyalty in a restaurant business is essentially low. This serves to be an advantage because the turnaround time is short and family has higher propensity to spend because different members order larger variety of dishes.. are targeting the families. If he is paying..e. A customer when he comes to a restaurant usually looks at the quality of food.

a 52-year old salesman of milkshake mixing machines. cheeseburgers. chicken products. became interested in a string of seven restaurants owned by Richard and Maurice McDonald. Page # 11 . These two founded the quick service restaurant industry when they converted their barbecue drive in with car hops into the world’s first McDonald’s limited menu. AN OVERVIEW History and Background In 1955. He opened his first McDonalds in Illinois in April 1955 and founded the company that evolved into McDonalds Corporation. and the number of restaurants grew rapidly. it has begun to offer salads. French fries. serving nearly 58 million customers daily.7 million. self service drive-in in 1958. More recently. McDonald's primarily sells hamburgers. in California. Ray Kroc. Many McDonald's restaurants have included a playground for children and advertising geared toward children. He decided to expand the chain by selling Franchises. Kroc liked their fast-food restaurant concept and bought the Chain for $2. wraps and fruit. breakfast items. soft drinks. and desserts. McDonald's Corporation is the world's largest chain of fast food restaurants.McDONALD’S A). milkshakes. and eliminating hard plastic chairs and tables. with a particular emphasis on comfort: introducing lounge areas and fireplaces. and some have been redesigned in a more 'natural' style.

Page # 12 . McDonald's revenues grew 27% over the three years ending in 2007 to $22.In addition to its signature restaurant chain. a franchiser of restaurants. in order to capitalize on growing consumer interest in health and wellness. and owned the Chipotle Mexican Grill until 2006 and the restaurant chain Boston Market until 2007.8 billion. such as salads and snack wraps. The company has also expanded the McDonald's menu in recent decades to include alternative meal options. an affiliate. The corporations' revenues come from the rent. Each McDonald's restaurant is operated by a franchisee. or the corporation itself. Business Model McDonald's Corporation earns revenue as an investor in properties. and an operator of restaurants. and 9% growth in operating income to $3. Approximately 15% of McDonald's restaurants are owned and operated by McDonald's Corporation directly. royalties and fees paid by the franchisees. McDonald’s Corporation held a minority interest in Pret A Manger (a UK-based sandwich retailer) until 2008. The remainders are operated by others through a variety of franchise agreements and joint ventures. as well as sales in company-operated restaurants.9 billion.

The UK business model is different. country and location. which are calculated as a percentage of sales. the Corporation may own or lease the properties on which McDonald's franchises are located. McDonald's may also collect rent. in that fewer than 30% of restaurants are franchised. if not all cases. local entities or governments.The McDonald's Corporation's business model is slightly different from that of most other fast-food chains. the franchisee does not own the location of its restaurants. In other countries McDonald's restaurants are operated by joint ventures of McDonald's Corporation and other. As a condition of many franchise agreements. instead organizing the supply of food and materials to restaurants through approved third party logistics operators. which may also be calculated on the basis of sales. which vary by contract age. In addition to ordinary franchise fees and marketing fees. McDonald's does not make direct sales of food or materials to franchisees. In most. McDonald's trains its franchisees and others at Hamburger University in Oak Brook. with the majority under the ownership of the company. Illinois. Page # 13 . As a matter of policy.

Industry Restaurants Fast Food (hamburgers • chicken • french fries • Products soft drinks • coffee • milkshakes • Market cap Revenue Operating income Net income Total assets Total equity Employees Website salads • desserts • breakfast) US$ 60. McDonald’s restaurants are owned and Page # 14 .com McDONALD’s India A locally Owned Company McDonalds India is a locally owned company managed by Indians.879 billion (2007) ▼ US$ 2.79 billion (2007) ▼ US$ 3.. as well as the single largest purchaser of beef.391 billion (2007) ▼ US$ 15. Hard castle restaurants Pvt. The selection of meats McDonald's uses varies with the culture of the host country.000 (2008) McDonalds.. and apples.According to Fast Food Nation by Eric Schlosser (2001). In Mumbai Amit Jatias Company. potatoes. pork. Ltd.S. In Delhi. have at some time been employed by McDonald's. nearly one in eight workers in the U.279 billion (2007) 390. (According to a news piece on Fox News this figure is one in ten).07 billion (2008) ▲ US$ 22.359 billion (2007) ▲ US$ 29. owns and manages McDonald’s restaurants. The book also states that McDonald's is the largest private operator of playgrounds in the U.S.

Its 98% of the inputs are obtained domestically. contractors. McDonald’s sources food products from local companies.local materials. In 1997. .managed by Vikram Bakshi’s Connaught Plaza restaurants Pvt. fresh lettuce comes from Pune. Page # 15 . cheese from Dynamix Dairies. McDonald’s restaurants with about 150-200 seating capacity serves about 40000 customers per month. In India too. Ooty.where possible . Both these individuals are responsible for the running of McDonalds India. McDonald’s constructs its restaurants using local architects. McDonald’s 3 outlets received about 15000 customers daily. By 2007. Andhra Pradesh. Maharashtra and Dehradun. labor and . Local Sourcing is Key for Truly Indian Products Around the world. McDonald’s hires local personnel for all positions within the restaurants and contributes a portion of its success to communities in the form of municipal taxes and reinvestment. mutton patties are supplied by Al-Kabeer. Hyderabad. Ltd. McDonald’s purchases from local suppliers. McDonald’s traditionally operates with local partners or local management. Baramati. McDonald’s customer base . Maharashtra. . sesame seed buns and sauces from Cremica Industries Phillaur. with 53 outlets McDonald’s has served 3 million customers everyday.

McDonald’s India provides fast. Keeping in line with this McDonald’s does not offer any beef or pork items in India. McDonald’s India serves only the highest quality products. Andhra Pradesh. At McDonald’s the customer always comes first. and pickles from VST Natural Foods. McDonald’s has developed a menu especially for India with vegetarian selections to suit Indian tastes and culture.the hallmark of McDonald’s which sets its restaurants apart from others. All McDonald’s products are prepared using the most current. This separation of vegetarian and non-vegetarian food products is maintained throughout the various stages of procurement. friendly service . Cleanliness and Value The McDonald’s philosophy of QSC & V is the guiding force behind its service to the customers. Hyderabad. cooking and serving. McDonald’s has also re-engineered its operations to address the special requirements of a vegetarian menu. Page # 16 . state-of-the-art cooking equipment to ensure quality and safety. Vegetable products are prepared separately.Quality. Service. using dedicated equipment and utensils. All McDonald’s suppliers adhere to Indian government regulations on food.Punjab. Respect for the Indian Customs and Culture McDonald’s worldwide is well known for the high degree of respect to the local culture. McDonald’s Promise--. health and hygiene while continuously maintaining McDonald’s own recognized standards.

McDonald’s restaurants provide a clean. carefully adhered to. various types of chicken sandwiches and products. Portugal is the only country with McDonald's restaurants serving soup. In most markets. comfortable environment especially suited for families. soft drinks. French fries. McDonald’s does not sacrifice quality for price . wraps and other localized fare. Menu & Nutritional Information • Beef Page # 17 .rather McDonald’s leverages economies of scale to minimize costs while maximizing value to customers. 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). McDonald’s menu is priced at a value that the largest segment of Indian consumers can afford. McDonald's offers salads and vegetarian items. This is achieved through McDonald’s stringent cleaning standards. PRODUCTS McDonald's predominantly sells hamburgers. and desserts. This local deviation from the standard menu is a characteristic for which the chain is particularly known. breakfast items.

• Chicken • Fish • Deli • Salads • Sides • Breakfast • The Winter Menu • Little Tasters • Happy Meal • Saver Menu Page # 18 .

Page # 19 . Working towards a greener future At McDonald's they recognize their responsibility to protect and preserve the environment for future generations to come.• Desserts & Treats • Drinks & Shakes • Nutrition & Ingredients BURGERS (in variety) PIZZAS (in variety) ICE CREAMS (in variety) ADDITIONA L (in variety) MEAL COMBOS (in variety) 13 --- 2 3 size (French fries & Veg. nuggets) 7 McDonald’s food McDonald’s know that we care about where our food comes from – McDonald’s care too.

McDonald’s Environment Policy Litter They provide litter bins outside all their restaurants and are one of the biggest sponsors of council provided litter bins in the UK. which their delivery fleet runs on.There goal is simple. to achieve continuous environmental improvement across all areas of our business. and is recycled into biodiesel. Waste Used cooking oil represents 10% of a restaurant's total waste. Page # 20 .

vice president of development in China. All new lighting systems also have high frequency fittings.Packaging By replacing McDonald’s plastic salad containers with a paper card base they have reduced by nearly 69 tones the amount of plastic they purchase as a company. when they go out shopping. Energy All McDonald’s restaurants use low energy lamps and have light level sensors installed to control external lighting. Brian Durkin. 'McDonald's eye 500 stores in China in 3 years' SHANGHAI: McDonald's Corp. "McDonald's customers. the world's largest fast-food chain. a senior executive said on Wednesday. said. is optimistic about business prospects in China and plans to open about 500 Stores in the country in three years. they may not buy furniture or Page # 21 . McDonald's China operations have not been affected by the fallout from the global financial crisis which has hit consumer spending as it has taken steps to retain customers.

McPuff and the new Mala Pork Burger. supported by strength in nearly all its markets. Last week. breakfast. "Many of McDonald’s new initiatives. McDonald's opened 146 restaurants in China.1 per cent rise in global January sales at restaurants open at least 13 months. increasing the number of outlets to 2. out of more Page # 22 . but we are certainly recession resistant. all are driving and overcoming their sales relative to this decline". Double Cheeseburger. McDonald's launched an aggressive promotion two weeks ago with half of its items priced at the same level as 10 years ago or even lower." said Durkin. the fast food giant posted a better-than-expected 7. Fast-food restaurants benefited as the global downturn sent diners to lower-priced fare.012 by the year's end. In 2008. 24-hour delivery. Popular items with a downsized price included Filet-O-Fish. "We are not recession proof. special value meals. one of its fastest growing markets.clothes. but they get hungry in the process." Durkin said on the sidelines of an industry forum. In what the company calls "the best-ever value meal combination" in China. McNuggets.

For east and north India.000 at a time when most companies are either cutting costs or reducing employee numbers. Durkin said it planned to open about 500 new restaurants in the country in three years. The retailer plans to open 40 new restaurants by 2009-end.000 presently. said Amit Jatia. McDonald's will open 175 new stores in 2009 and add 10. McDonald's India is a 50:50 joint venture between McDonald's and Hardcastle Restaurants for west and south India. adding between 50 to 60 employees at each new restaurant. Page # 23 . up from 60.000 staff to its payroll. JV partner & MD (west & south region).than 30.000 from 5. "We are also increasing our headcount to 7. McDonald's to add 40 outlets by Dec MUMBAI: Fast-food retailer McDonald's will step up expansions in India after recording a 20% year-on-year growth early this year.000 worldwide. the food retailer has a tie up with Vikram Bakshi's Connaught Plaza Restaurants." he said. the company said earlier this month.

Page # 24 . especially edible oil prices. The Indian operations of the US-based food retailer has completed over 12 years. BPCL had planned to open about 320 petrol pumps with either one-stop truckers shop (OSTS) or one-stop truckers and tourists shop (OSTTS) — called Ghar —by 2012. "At present.000 crore in the past five years. excluding real estate. have eased and our back-end supply-chain is strong enough. The largest fast-food retail network will invest around Rs 120 crore. which may go up to 20 by the year end. It made a joint investment of around Rs 1. "Currently. for its expansion." Mr Jatia added." Mr Jatia said. it has tied up with BPCL and HPCL to open restaurants at their upcoming motels on express highways. The food retailer offers services to 180 million customers every year from its 155 outlets and expects to manage the customer growth rate of 30-40% on y-o-y basis. Further. especially for its burgers and french fries. We have tied up with BPCL and HPCL last year and are identifying locations. McDonald's has 15 outlets on express highways.McDonald's refrained from hiking prices despite rising pressure on input costs last year. McDonald’s has become household name. we do not see any reason for raising prices of our food items as the commodity prices.

Price variations from 1996 to 1998 for a couple of items are as follows: Item Mc Burger Maharaja Mac Entry level (1996) Rs. the company has tied up with French company McCain for french fries. Pricing Strategies Worldwide McDonald’s is known for its ‘Purchasing power’ pricing. It wanted to price its products in such a way that it can even be accessible to a child. 46 (1998) One look at the restaurant and it doesn’t seem that the prices of its products would be this low. For this it examined Indian spending on snacks and other foods before setting on the prices. This was assessed through market research. For its back-end supply-chain.which also includes investment in strengthening back-end supply-chain to ensure uninterrupted supply of inputs. Page # 25 . besides Vista Processed Foods and Dynamix Dairy for buns and dairy products. Mr Jatia said. The ability to pay-of a large section of customers has been the sole criteria. Therefore this is one of the reasons that Mc Donald’s products are priced reasonably. 12 Rs. Reason being that McDonald’s gets the materials (55 percent of an outlet running expenses) at very cheap rates. 412 Rs. 14 Rs.

It buys its supplier from 35 suppliers who sell at incredibly low prices. Products at McDonald’s are neither elitist in its pricing nor at the dhaba level, they are average in its pricing.

Promotional Strategies
McDonald’s ad line goes like: “Food Family Fun” McDonald’s had started its promotional activity with local area banners and posters and now it has moved on to movie hall commercial. Its commercial is a 60second close up which focuses on a burger being prepared in slow motion tantalizing the audience as though it’s a strip tease. It has even started advertising through local channels such as citi cable. Mudra is the ad agency which puts up publicity banners in Delhi and Mumbai and takes up the local T.V. commercials. Newspapers such as Delhi times are also being used for local advertising. McDonald’s plans to advertise in national newspapers such as Hindustan Times and Times of India in another couple of months. In addition to this McDonald’s also has a public relation agency handling its account that takes care of publicity and press releases. McDonalds keeps on coming up with sales promotion schemes every now and then.

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During World Cup Soccer it came up with this soccer game for Rs.11/- with every meal combo ordered. Since kids are the prime targets by the restaurant, it has come up with happy meals especially for the kids along which a game is free. Also, for the kids McDonald’s is the most happening place for birthday parties kids love the place due to all the attention and knick knacks they are showered with. The restaurant even has play pens displayed especially for the kids. Another way through which McDonald’s is promoting its image is via community services. There are Mc Sermons on maintaining parks, conducting litter patrols and putting up public trash cans. At majority of McDonald’s restaurants, the management emphasizes on developing parks for the kids as a play ground for them. Eg. At McDonald’s G.K. restaurant there is a play ground developed for the kids in front of the restaurant. The management has put boards at these parks to put across certain messages for the community as a whole, such as: “If you see someone without a smile, give them one of yours”; “Children are the light of our future” etc. In addition to all these promotional measures, McDonalds has boards put all over the roads to show directions to their restaurant. These boards are put almost two to three kms before the location of the restaurant. This makes it easier for the customer who is not familiar with McDonald’s restaurant location.

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Distribution Strategies
At McDonald’s, while opening a restaurant the emphasis is, to choose a site whereby 150-200 seating capacity can be available. This is to attract as many people as possible into its premises.

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• McDonald’s products are offered at a value which can be affordable by the maximum number of Indian consumers.CUSTOMER DEMAND The factors influencing customer demand for McDonald’s menu items are as follows: • McDonald’s world wide is known for its quality burgers. Page # 29 . • The Chain of restaurants provides a variety of comfortable seating arrangement to accommodate different size groups of people from individuals to large families. This world wide name for burgers has influenced the demand for it in the Indian market. comfortable and ideally suited to India families and children. This can be known from the fact that within two years it has served about 10 million customers at its restaurants. creating a restaurant atmosphere which is always clean. providing services which is fast friendly and accurate. • The factor that influences customer demand for the organizations product to a great extent is the offering of highest quality product.

After the acquisition. Punjabi Bagh. Today. Ice Cream Plant. a new senior management team was created by drawing the best talent in the industry. Noida and numerous other strategic locations in the NCR. Hot Shoppe and Ice Cream Parlour. Food Processing Unit and Hot Kitchen. Defence Colony. Navis Capital Partners and Managing Director. The 60’s witnessed the opening of two speciality restaurants. In June 2006. the Noida production facilities include the Bakery. La Boheme a modern restaurant serving Hungarian food & Gufa an Indian speciality restaurant. Association with Indian oil corporation in 2005 witnessed the opening of new outlets at gas stations at Dwarka.the 70’s saw the company venture into the fast food business with the Pastry shop.AN OVERVIEW OF NIRULA’S The starting of the ‘Chinese room’ Restaurant and introduction of espresso coffee for the first time in India by Nirula’s was done in the 1950’s. Chanakya. While retaining the brand name and logo of “Nirula’s”. Snack Bar. Janakpuri. Cheese Plant. Dehradun. The potpourri restaurant with the first Salad Bar in india was also opened in this period. Chandigarh and Lucknow. Samir Kuckreja acquired the Nirula’s Group of Companies. The eventful decades of 1980’s &1990’s saw the opening of the Central Kitchen and Family Style Restaurants at Vasant Vihar. Nirula’s widened its presence in North India with the opening of restaurants in Panipat. new sub- Page # 30 . Gurgaon and Chandigarh. The new team at Nirula’s undertook a massive brand revamp exercise. Confectionery.

PRODUCTS SHAKES & BEVERAGES 1) Milk Shakes 2) Ice Cream Shakes 3) Ice Cream Sodas 4) Cold Coffee ICE CREAMS & SUNDAES 1) Ice Cream Novelties 2) Triple Sundaes Page # 31 . the organization plans to have a national presence by opening 150 new restaurants in the next 3 years. delivery business and others.brand logos were created for Nirula’s ice-creams. The company plans to venture into a large number of quick service restaurants in every major city in India by the end of this year. With an aggressive expansion strategy. The Synovate Hotspots Report 2007 on India mentions Nirula’s as the only Indian food chain amongst MNC’s to be in the top five in India. Ice cream kiosks and Express Outlets at shopping malls. petrol pumps and other high football locations. Pastry Shop. These will include Restaurants.

PLATTERS & CURRIES Page # 32 . SOVARIES & BREADS SANDWICHES. PASTRIES. COOKIES. HOT NUMBERS.3) Ice Cream Tub 500 ml 4) Ice Cream Brick 1 Litre BURGERS & PIZZAS 1) Burgers 2) Large Pizzas 3) Regular Pizzas CAKES. SOUPS. DESSERTS & SWEETS 1) Cakes 2) Pastries 3) Sweets 4) Desserts PATTIES.

Hot nos. etc. CUSTOMER DEMAND Page # 33 . foot longs.BURGERS PIZZAS (in variety) (in variety) ICE CREAMS ADDITIONAL (in variety) (in variety) 15 20 30 8 Served as meal Available at three Includes tandoori combos too with sizes fries and coke ----- items.

. Long term brand image built by the restaurant over the last 50 years. AN OVERVIEW OF PIZZA HUT Page # 34 . Considering this the inside of restaurant is such that there are enough places for families to come and enjoy their meal. The restaurant has been placed as a family style restaurant in the market. At Nirula’s the customer can choose from Indian tandoori items to western style burgers and pizzas. One can find Nirula’s joint at the most popular markets. . . . Adapting the western style fast food to Indianized tastes and standards.The factors influencing customers demand for Nirula’s menu items are as follows: . Nirula’s as a restaurant has its own image and distribution vis-à-vis others in the market. cinema complexes and bowling alleys. Nirula’s restaurant has been placed at the most looked open places.

Kansas. They decided to stick with the neighborhood business and realized that they needed to have a good standard image. Kansas. The Carney Brothers began to systematize operations and buildings designs to counter the competition from Shakey’s. is a restaurant chain and international franchise based in Addison.. The competition provided Pizza Hut the impetus tp evaluate its mission and direction. Inc. The chain was founded as a pizzeria in 1958 by the Carney Brothers – Dan and Frank. Pizza Hut is the world’s largest pizza restaurant chain and is a subsidiary of Yum! Brands. USA(a northern suburb of Dallas) specializing in American-style pizza along with side dishes including (depending on location): buffalo wings. and by 1964 a unique standardized building appearance and layout was established for franchised and company –owned stores. whose restaurants total approximately 34000 restaurants.Pizza Hut Inc. Texas. delivery-carry out units. Shakey’s Pizza was developing a stronghold along the West coast. creating a universal look that customers easily Page # 35 . Additional restaurants were opened with the first franchise unit opening in 1959 in Topeka. The franchise network continued to grow through friends and business associates. and kiosks in 100 countries. breadsticks.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. Dan and Frank Carney saw Shakey’. rented a small building. They then Wichita state university students took a family pizza recipe. Borrowing $600 from their mother. and garlic bread. the brothers purchased some secondhand equipment. and opened the first restaurant at a busy intersection in Wichita. At the same time Pizza hut was growing in and around Kansas.

oven-baked pastas and choice of ice cream sundaes. In 1997. in its list of innovative toppings. a small bowl of soup (mushroom or tomato basil). Specialty Page # 36 . By 1970. with 310 stores nationwide. They have different types of meal orders such as the Four Course Menu. No beef on the menu is to comply with the Hindu majority. it incorporates Indian favorite foods such as Chicken tikkas. Along with pizzas. However. fresh salads. a small personal pan and a dessert of mango ice cream. In addition to traditional toppings. the menu features appetizers such as garlic bread and soups. They have some American and Italian foods other than just Indian foods. one would be hard pressed to find beef toppings since the cow is considered a sacred animal. Pizza Hut in India Pizza Hut came to India in 1996 with a dine-in restaurant in Bangalore that had special vegetarian pizzas. PRODUCTS .recognized. They have pepperoni pizzas as well as cheese and the like. 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. Pizza Hut went public on the New York Exchange under the stock ticker symbol PIZ. Lamb korma and other dishes. In the Four Course Menu you can get garlic bread (with or without cheese).

5) Super Supreme TM 6) Mountain Fantastico 7) BBQ Deluxe 8) Mediterranean Meats Deluxe • Favorites 1) Supreme TM 2) Chicken Supreme TM 3) Vegetable Supreme TM 4) Meat Feast 5) Pepperoni Feast 6) Vegetarian Hot One • Classics 1) Hot ‘n’ Spicy 2) Hawaiian 3) Farmhouse 4) Margherita Page # 37 .

Domino’s Pizza India Ltd. Moreover. of Domino’s Pizza International Inc.AN OVERVIEW OF DOMINOS Domino’s Pizza India Ltd. Mr. More importantly. was incorporated in March 1995 as the master franchisee for India and Nepal. Shyam S. the company holds the master franchisee rights for Sri Lanka and Bangladesh through its wholly owned subsidiary. of USA. Bhartia and Mr. has proceeded to become one of the largest and fastest growing international food chains in South Asia. The first Domino’s Pizza store in India opened in January 1996. Customers can order their pizzas by calling a single countrywide Hunger Helpline – 1800-111-123. Domino’s Pizza India has maintained its position of market leadership with its constant product innovation and maintenance of stringent service standards. Domino’s Pizza India has grown into a countrywide network of over 165 outlets in 33 cities and is the leader in the fast food delivery segment. Ever since it was established.. it has established a reputation for being a home delivery specialist capable of delivering its pizzas within 30 minutes to its community of loyal customers from its entire chain of stores around the country. Page # 38 . In fact. Bhartia of the Jubilant Organosys Group were the promoters of the company. Today. Hari S. Domino’s was the first one to start this facility for its customers. at New Delhi. Since inception.

Thus. and all its strategies are aimed at fulfilling this commitment towards its large and ever growing customer base. Domino’s constantly strives to develop products that suit the tastes of its customers. Domino’s believes strongly in the strategy of ‘Think Local and Act Regional’ that is subtly blended with a playful images personified by its ‘Hungry Kya’? positioning. thereby bringing out the Wow effect (the feel good factor). Page # 39 .Domino’s vision is focused on “Exceptional people on a mission to be the best pizza delivery company in the world!” Domino’s is committed to bringing fun and excitement to the lives of our customers by delivering delicious pizzas to their doorstep in 30 minutes or less. time and again Domino’s has been innovating toppings suitable to the taste buds of the local populace and these have been very well accepted by the Indian market.

Choice of Crusts . Beverages .PRODUCTS . Side Orders . Choice of Toppings 5) Classic Hand-Tossed 6) Ultimate Deep Dish 7) Crunchy Thin Crust 8) Brooklyn Stylex Page # 40 . Pizzas . Pizzas Non Veg. Veg.

In 1999. is supported from Brisbane. 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 Latin American Support Center in Miami assists over 1100 restaurants. with over 2100 outlets. It was founded in 1965 by Fred De Luca and Mark Fudge. The story is used by Subway as a large part of their marketing campaign Page # 41 . The 300 Middle Eastern locations are supported from Beirut. (DAI). The corporation that owns the trademarked name of Subway is Doctor’s Associates. and five regional centers support Subway’s growing international operations. Inc. Many restaurant analysts attribute Subway’s fast growth to the growing concern on health by restaurant customers. Subway is the third largest fast food chain globally after YUM! Brands (34000 locations) and McDonald’s (31000 locations). Subway’s main operations office is in Milford. The company has over 28400 franchised units in 87 countries as of September 2007 and is the fastest growing franchise in the world. Australia and New Zealand. Singapore supports the 300+ Asian Locations. Connecticut. Lebanon. Currently. Netherlands. In the UK and Ireland the company hopes to have 2010 restaurants by the year 2010. Australia. a trend that Subway has taken advantage of in its marketing.AN OVERVIEW OF SUBWAY SUBWAY is the name of a franchise fast food restaurant that mainly sells sandwiches and salads. The regional office for Europe’s 1000 stores is in Amsterdam.

as it is known to this day. Fred DeLuca borrowed $1000 from family friend Dr. Jared has emerged as a spokesman for Subway. but by noon on the first day of the opening.05 billion sales every year. a college education seemed as far. Dr. He was trying to raise money to pay for college.to this day. In 2007. was a scientist with a doctoral degree.flung as the prospect of a man walking on the Page # 42 . Having just graduated from high school. when only 17 years old. Inc. customers were pouring in. Hence the name Doctor’s Associates. furthering their image as a health-conscious restaurant chain. “Satisfaction” was blasting from the speakers of newly minted Mustangs and GTOs. and Fred De Luca had aspirations of becoming a medical doctor. An education would no doubt be the key to success. the type of success that not even Fred himself dared to dream about. Lyndon Johnson was in the White House and the New York World’s Fair was offering a hope-filled but commercialized glance into the future. co-founder. As of 2006. It was the summer of ‘65. young De Luca turned his thoughts toward achieving a higher education. At this moment in time. Peter Buck to start his first sandwich shop in 1965. Peter Buck. eventually it was shortened to “Subway”. He choose a mediocre location for his shop. It was that very future that Fred De Luca was concerned about. Forbes magazine named DeLuca number 242 of the 400 richest Americans with a net worth of 1. the company counts with over 25000 franchised locations in 84 countries and produces US$ 9. When the company was founded.5 billion dollars. On the radio advertisement they had promoted the name as “Pete’s Subway”.

for it had been almost a year since the Buck’s and the De Luca’s parted company. indeed. there wasn’t that much hopes that the eldest De Luca child would have enough money to pay for his college tuition. there might be a good chance that he would offer to help. It was on that fateful Sunday afternoon in July.” said Buck. “I think you should open a submarine sandwich shop. when the De Luca family’s phone rang. Plans were quickly made for a reunion. Buck that would forever change the landscape of the fast food industry.moon. it occurred to Fred that perhaps he could ask Pete for some advice.. He was a hard working. After all. a family friend called to announce that he had changed jobs and was moving his family to Armonk. It was time for celebration. only 40 miles away.25-per-hour minimum wage job that he had at the local hardware store wouldn’t begin to pay for an education. that a business relationship was forged between young Fred De Luca and Dr. It was a typically hot and humid summer day in Bridgeport. to study to become a medical doctor. Peter Buck. Conn. competent and dependable young man but the $1. As they pulled into the Buck’s driveway. 1965. Page # 43 . they had known each other for years and when Pete would learn how badly Fred had wanted to go to college. Buck to offer to loan him the money. Dr. New York. During the summer of ’65. He half expected Dr. during a barbecue at the Buck’s new home. “What? What an odd thing to say to a seventeen-year-old kid.” thought Fred.

Success would mean financial independence and everything that comes with it. they had a goal of opening 32 submarine sandwich shops within 10 years. As the De Luca’s were getting ready to leave. it was just as simple as that. By 1974 they owned and operated 16 units throughout the state of Connecticut. not just for him. Dr. “How does it work?” Pete explained the submarine sandwich business. buy some food and open for business.Before Fred could respond or express his surprise. he would accomplish more than funding his education. Page # 44 . build a counter. put money on the counter and Fred would have enough to pay for college. he heard himself say. To Pete. but for many other people around the world. Customers would come in. Success would mean adventure and excitement on a non-stop roller coaster ride that would eventually be called SUBWAY Restaurants. De Luca concentrated on expanding SUBWAY Restaurants. In fact. That was his investment in their new venture. and if young Fred was willing to do it. Pete was willing to be his partner. little did Fred know that if he succeeded at opening a submarine sandwich shop. On the drive back home. Buck pulled out his checkbook and wrote a check for $1000. He said that all one had to do was to rent a small store. Although it seemed unlikely that they would double that number in two years. The duo had worked hard over the years.

T. Shammi Veggie Delite Veggie Patty Chicken Ham Chicken Hot Dog Chicken Meatball Chicken Seekh Chicken Teriyaki Chicken Tikka Italian B.M. Lamb Steak Roasted Chicken Page # 45 • • • • • • .PRODUCTS • • • • • • • • Aloo patty Paneer Tikka Veg.

All these products are available in different sizes and price ranges. Page # 46 . So when compared to other competitors they are the oldest in the field. This means that the chain is about five decades old. COMPARITIVE ANALYSIS A comparative analysis for the above mentioned fast food chains has been made on the following six parameters:       Performance Variety Price Accessibility Service Customer Base Performance Nirula’s started its operations in the country as early as in 1930’s but its first fast food restaurant came up around in 1950’s.

Despite McDonald’s. Nirulas being in the country for so long still has its distinguished fan following and is surviving in the market despite the coming in of the international chains such as McDonalds and Pizza Hut. Each of these chains has its own reputation and name in the market. Nirulas is considered to be more of a dine–in eating place than a fast food joint like the other two. it affected the restaurant drastically in the initial few months. Nirulas on the other hand is packed after dusk with carloads of families to have dinner. a person would come to the restaurant to have a quick meal for lunch or dinner alone or with his family. Nirula’s being in the country for so long still has its distinguished fan following and is surviving in the market despite the entering of international chains like McDonald. But Subway is still struggling for its identity and they still have got a long way to go. Nirula’s and Pizza Hut are performing well. being placed as a comfortable family eating restaurant. Pizza Hut and Dominos are considered to be a place to grab a bite or a quick take away fast food joint. Most of the time the customers coming in at Nirulas are not in a hurry to leave. In contrast Mc Donald’s. Page # 47 . they want to relax and enjoy their meals. McDonald’s in US is a lunch time place from which customers keep away in the evening. Pizza Hut and Subway. Dominos.Though Nirula’s are the oldest but each of these chains has its own reputation and name in the market. Here McDonald. When McDonald’s came up in locations where Nirulas was already established.

So Nirula’s tops the chart in terms of variety. a rupee below Nirulas equivalent in 1996. Ice creams and Additional offerings when compared to others like McDonald. Price Each of the products at Dominos. All these five food joints offer these meal combos with a combination of burger + pepsi + fries. The emphasis is more Page # 48 . When McDonald’s opened its first restaurant in the country it adopted a price strategy whereby all its products were priced lower than the domestic counterparts. Pizza Hut etc. However. 39. pizzas. So a marginal difference in the price ranges of these outlets does not make any noticeable impact on the consumption of the fast food or the visits of the customers. price is considered to be the fifth most important variable while selecting a fast food joint because they are considered to be the place to freak out and fun. Pizza Hut and McDonalds are priced so as to suit everyone’s pocket. McDonald mainly concentrates on burgers and ice creams. from the market research study conducted.Variety When it comes to variety then Nirula’s is the favorite because they offer large variety of burgers. It had priced its chicken burger at Rs. Basic idea behind this is to offer meals at a very economical rate. Another interesting feature of these restaurants is the meal combos that they serve. Nirulas. Pizza Hut and Dominos on the other had relies on pizzas in many varieties.

but the location of the outlets matters for quick delivery of the products. Service Services here can be classified in to • • • • Reception Method of collecting the offer Delivery of order Mode of payment Page # 49 . cinema halls. Whereas Pizza Hut and Dominos delivers there products at the doorsteps. So they do not need to place themselves in shopping malls etc.on quality of food. all the restaurants are located at the most frequently visited places by the people such as shopping areas. bowling alleys etc. Nirulas has an added advantage of home delivery. This way anybody going for shopping. variety and speed of delivery. When we compares McDonalds to Nirulas. cleanliness. However. All these restaurants in the city are located at the most frequently visited places by the customer. Accessibility Every restaurant has to be placed at the right location such that it attracts the maximum number of customer into its premises. watching a movie or just playing some games doesn’t have to go to another part of the city to have meals.

McDonald’s takes the share on this attribute for providing the customer with fast and friendly services. Page # 50 . the idea is that as soon as the payment is made at one counter. At McDonald’s you get your order usually within 60 to 90 seconds from the time it is placed. McDonald’s. The customer prefers being served by a friendly counter assistant than someone who is arrogant and least interested in entertaining the customer properly. Providing the customer with fast and friendly services is under the philosophy of McDonalds. But whatever may be the case. On the other hand Nirula’s are serving the customers through their restaurants and home delivery both. the food can be picked from the next almost instantly. Dominos and Pizza Hut have an assembly line approach to fast food where a certain number of orders are already prepared/cooked. provision of fast and friendly services to the customer is very important for any fast food restaurant. In the market research study services is the unique factor for McDonald’s that attracts the customer to its restaurant.

OF VISITS Page # 51 .Q1.How often do you get the services of the fast food outlets? Do not visit 18 Occasionally 14 Monthly 43 weekly 68 More than once a week 7 NO.

Page # 52 . The analysis of the table shows that 90%of the surveyed population receives the services of these outlets. of individuals visits or gets the services of these outlets more than once in a week. Here one more thing that is noticeable is that very less no.ANALYSIS OF THE TABLE The analysis of the table suggests that most of the individuals visits or receives the services of these fast food outlets weekly or monthly.

100 -50-------------------------Rs.Q2What is the expenditure for you per visit? Less than Rs.50-100--------------------Rs.150 & more------------------ Page # 53 .50-------------------Rs.

Out of 150 individuals 18 said that they never visit these outlets. On an average we can find out that average spending per person per visit is 100Rs/In this analysis the individuals do not visits the fast food outlets are not taken in account. Page # 54 .ANALYSIS OF THE TABLE The analysis of the table suggests that about 80% of surveyed individuals spends in the price range of (50Rs and above).

Q3Mention your favorite joint ---------------------------------------------------From the above mentioned 5 chains. Page # 55 .

For finding out the factors that affect this presence of individuals we will go for another question. of customers.ANALYSIS OF THE TABLE The analysis of the table suggests that McDonald’s is the most preferred fast food outlet when compared to other service providers. Page # 56 . Pizza Hut and Nirula’s are having almost same no.

Q4Which is the most important factor do you consider while selecting a fast food restaurant: a) Price ---24--------- d) Accessibility ---22---------e) Variety ----30----------------f) Hygiene ----21---------------- b) Quality ---39-----c) Speed ---8--------- Page # 57 .

Page # 58 . Other factors are the less important when making a choice between the retail outlets.ANALYSIS OF THE TABLE The analysis of the table suggests that quality is the most important factor that affects the choice of the individual customers.

(Only one factor is to be marked) a) Status symbol ---------------------b) Rise in income ---------------------c) Changing mindset -----------------d) Urbanization ------------------------e) Just for fun --------------------------- Page # 59 .Q5 Which of these do you think is the reason of these fast food outlets becoming so popular these days? Make a tick in front of factor that is responsible for such situation.

Changing mindset of the individuals is also considerable factor.ANALYSIS OF THE TABLE The analysis of the table suggests that rise in income level of customers. Page # 60 . People also visits and receive the services of these outlets for fun. need for status and urbanization are the factors that forces individuals towards these fast food outlets.

LIMITATIONS There are following drawbacks in the findings: • • First and foremost limitation is lack of time.FINDINGS OF THE PROJECT 1) The study shows that the individuals who visits or gets the services of these outlets are approximately 85% of the total individuals surveyed. 2) Most of the customers visit the outlet once in a week or once in a month. Sales figures (current and past) could not be made available for any of these restaurants. 3) Average spending per person per visit is 100-150 Rs/- 4) McDonald’s is the most preferred chain in the region. 6) Rise in income level and need for status are the factors that are responsible for the growth of these outlets. • Personal biasness of the individuals is another limitation. Page # 61 . 5) Quality and variety are the most important factors that differentiate one outlet from other.

research study on fast food restaurants is being conducted. 1How often do you visit the following fast food joints? Don’t visit Occasionally Monthly Weekly more than once a week NIRULAS MCDONALD’S DOMINOS PIZZA HUT SUBWAY Q. As a student of marketing. What is the expenditure for each person per visit? Less than Rs. 50 .II Dear Respondent. Q. 150 & More Page # 62 . Your views on the subject would be appreciated. 2. 100-50/- Rs.SAMPLE QUESTIONNAIRE . 50 Rs.100 Rs.

3. 5. 1 does not) Overall satisfaction Overall Dissatisfaction 5 4 3 2 1 Very far Poor Quality Poor Service No Variety Conjusted Accessible Good Quality Good Service Offers Variety Spacious Value money for Not worth the price Q. Mention your favorite joint _________________________________ From the five stated before. Which all criteria do you consider while selecting a fast food restaurant? • Price • Quality of food • Speed of Delivery • Cleanliness/hygiene • Accessibility • Variety • Hygiene • Décor Q. how would you rate the restaurants on a scale of 1 to 5. (5 satisfies all your requirements. Please provide the following details: Page # 63 .4.Q.

Each of the established food chains and the ones entering the market pose a threat to each other. (Only one factor is to be marked) a) Status symbol b) Rise in income c) Changing Mindset d) Urbanization e) Just for fun -------------------------------------------------------------------------------------------------------------- CONCLUSIONS AND RECOMMENDATIONS CONCLUSIONS Indian food market has witnessed several entrants into the country over the past few years.6Which of these do you think is the reason of these fast food outlets becoming so popular these days? Make a tick in front of the factor that is responsible for such situation. In the food market each restaurant faces competition Page # 64 .Name Occupation Age Address Q.

from 1000 other restaurants. it could be a 5-star restaurant or a roadside dhaba. Nirulas has the power to fight competition because it is not identical to the MNC chains and has not duplicated their policies. • Substitutes Available There are end number of substitutes available to the customer for fast food in the market. The attractiveness of the five restaurant chains in the fast food market can be judged from the following factors: • Existing Competition The Indian food market today has many established global chains that have opened their restaurants at major cities in the country. It is only those restaurants who have built their image over many years in the country i. In order to prove itself. The five fast food chains whose marketing strategies have been compared and analyzed also need to look on their marketing strategies to do more than just survive in the market (Certain recommendations have been put forth in the coming pages). Also as long as it continues to deliver value to its customers it is unlikely to feel the heat of competition. the restaurant has to have a well-defined marketing strategy and famous brand recognition to survive in the market. Thai etc. For the three fast food joints there must Page # 65 . The customer can choose from traditional Indian cuisine to specialty cuisine such as Chinese. Any other restaurant below this caliber would not have the power to fight these joints. Nirulas and world famous brands such as McDonald’s are the ones to sustain themselves in the market. Italian..e.

For Nirulas however it is the variety and the location factor which can save the chain from new competition. Likely New Competition Looking at the changing lifestyles and the disposable income of the middle class increasing. Until and unless some chain with the same policy attacks the market. the food market has enormous potential.be more than a thousand restaurants to choose from as substitutes. It all depends on the choice of the customer of what he wants to have. Page # 66 . McDonald’s with its “purchasing power pricing” policy however has dominated the middle class segment in the market. Even Dominos burger could be a substitute for Nirulas Pizza or vice versa. McDonald’s does not have any threat from new burger chains entering the market. The future of organized fast food market in India seems to be bright. The conclusion of the above discussion is that consumer perceive these outlets in positive manner (visits them regularly).

 McDonald’s tops the chart because of its concept of Q.  Price is not that important for customers so fast food joints can increase their prices in order to serve with better quality and more variety. It cannot do much until and unless it makes new additions to the menu. The new outlets. there is scope for drive in restaurants in certain joints of McDonald’s. Page # 67 .S.. For the purpose of growth of each ot the thee fast food restaurants i. • Being an international chain. service.RECOMMENDATIONS As 20% of the surveyed individuals still do not visits the fast food outlets so potential lies for the existing players and new entrants. Nirulas. cleanliness and variety.e. So other competitors should also take care of quality. which the company plans to come up with. Wimpy’s and McDonald’s certain recommendation have been given below: McDONALD’S • Variety : Mc Donald’s should start considering new additions to its menu looking at the expansion plan the company has lined up for India.  The consumers are looking for variety and quality so the fast food joints must focus on providing variety and quality to the customers. this would be an excellent way of introducing something new in the country.C &V.

Page # 68 . This would attract health conscious people into the restaurant thus improving its customer base. • • Services : Staff needs to be more efficient and friendly. The restaurant should start providing with disposable spoons. • The company’s plan of opening up of outlets in West and South East Asia should be materialized as soon as possible as this would affect the image of the restaurant nationally. it could start these services in India too. Therefore the management needs to become more hygiene conscious. However these restaurants can quote extra charges for their service after 12’O clock midnight. Other than the variety provided by Nirulas a low calorie diet could also be added to its menu. plates etc. • Standard of hygiene: People of India are becoming more hygiene conscious. vibrant and give a pleasant look. • Décor : Any new restaurant that Pizza Hut plans to come up with should be spacious. Since overnight services are there at McDonald’s restaurants in certain parts of the world. Dominos and McDonald’s..NIRULAS • Accessibility: Nirulas should look at more and more places like “Destination Point” and “Leisure bowl” to expand its chain of outlets. Mineral water should also be provided free of cost. Common Recommendations for all three : Overnight services could be started by a few joints of Nirulas.

I Percentage wise preferences Assumptions • A visit occasionally implies – once in two months. 100/.(by analysis of 0.APPENDIX . Keeping the above in mind weights of no of respondents can be given as: Do not Visit Visit 0 Visit Visit More than Weekly 4 Once a week 8 Occasionally Monthly 1 2 Therefore expenditure incurred by 20 respondents at the stated fast food restaurants would be: NIRULAS 0 + (12x100) + [2x 2(100)] + [3x4 (100) ] + ]3x8(100)] = 0 + 1200 + 400 + 1200 + 2400 = 5200 MCDONALD’S 0 + [5x100] + [4x2(100)] + [ 4x8(100)] = 500 + 800 + 3200 = 4500 Page # 69 . • A visit more than a week implies – twice in a week.2). • Average expenditure per person in Rs.

DOMINO’S 0 + [8x100] + [6x2(100)] + [4x4(100)] + [1x8 (100)] = 800 + 1200 + 1600 + 800 = 4400. Page # 70 .

of Respondent % of Respondents Page # 71 .II Assessment of Frequency of visit No.APPENDIX . of Respondents Name Do not visit Occasionally Monthly Weekl y More than once a week 3 6 NIRULAS MCDONA LD’S DOMINOS PIZZA HUT SUBWAY 4 12 9 2 8 3 12 1 3 5 8 4 4 6 7 5 4 3 3 1 2 2 Assessment of Preferences indicating favorable fast food joint Name No.

NIRULAS MCDONALD’S DOMIONO’S PIZZA HUT 5 10 5 5 19% 40% 19% 19% SUBWAY 1 3% APPENDIX . of Respondents Page # 72 .III Attribute No.

Price Quality Speed of Delivery Cleanliness/hygiene Accessibility Variety Space Décor 12 20 15 18 11 16 9 8 \ BIBLIOGRAPHY 1) 2) RETAIL MANAGEMENT. Henry Assell Page # 73 . Berman & Evans CONSUMER BEHAVIOR.

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