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    Harsh Shah
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    The document discusses the influence of family and reference groups on fast food brands. It provides background on the history of fast food restaurants from the 1920s to 1960s. It then discusses challenges like social/cultural implications of western food and health issues. It defines reference groups as those whose perspectives influence purchase decisions, like family and friends. The research aimed to determine this influence, using an exploratory design and Google Forms survey of 35 fast food customers. The results found brand image, online reviews and ads significantly impact buying, while influencers have less effect. Family and friends positively impact purchases, while website sales promotions do not.

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    Effects of reference groups on Fast food brands

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    pdf_20221211_160708_0000

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    The document discusses the influence of family and reference groups on fast food brands. It provides background on the history of fast food restaurants from the 1920s to 1960s. It then discusses challenges like social/cultural implications of western food and health issues. It defines reference groups as those whose perspectives influence purchase decisions, like family and friends. The research aimed to determine this influence, using an exploratory design and Google Forms survey of 35 fast food customers. The results found brand image, online reviews and ads significantly impact buying, while influencers have less effect. Family and friends positively impact purchases, while website sales promotions do not.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    21 views18 pages

    PDF 20221211 160708 0000

    Uploaded by

    Harsh Shah
    The document discusses the influence of family and reference groups on fast food brands. It provides background on the history of fast food restaurants from the 1920s to 1960s. It then discusses challenges like social/cultural implications of western food and health issues. It defines reference groups as those whose perspectives influence purchase decisions, like family and friends. The research aimed to determine this influence, using an exploratory design and Google Forms survey of 35 fast food customers. The results found brand image, online reviews and ads significantly impact buying, while influencers have less effect. Family and friends positively impact purchases, while website sales promotions do not.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    of 18

    INFLUENCE OF FAMILY AND REFERENCE

    GROUPS ON FAST FOOD BRANDS


    Group-8

    49- HARSH SHAH


    67- VIVEK BHAT
    84- SUMIIT GHUGHNE
    126- GAGAN ZOPE
    History
    Whitecaste, first fast-food restaurant
    launched in 1921.
    Launch of Krispy Kreme Doughnuts in
    1937.
    Launch of McDonald's in 1940 with
    efficient assembly line & 'Speedee
    Service System'.
    Domino's Pizza launched in 1960 & 1964
    KFC was launched by Col. Sanders.
    Future of the Industry

    Global Fast-food
    Market is expected to
    reach $937 billion by
    2027.
    Growing at CAGR of 4.6%
    (2020-2027)

    Source: Grand View Research


    Challenges for the Fast Food Idustry

    Social and cultural implications of Indians


    switching to western food.
    Emphasis on the usage of the bio-degradable
    packaging.
    Health-related issues like Obesity, etc.
    What are Reference Groups?

    A reference group is the group


    whose perspective we consider.
    These are people from whom get
    influenced by while making our
    purchase decisions. Eg. Family,
    Friends, etc.
    Research

    Research Objective – To determine the influence of


    reference groups on purchase of fast-food brands
    Research design - Exploratory
    Data collection tool – Google Forms
    Sample frame- Customers who order food from fast–food
    outlet
    Sample Size- 35
    Responses
    Results
    Brand image, online reviews and online display
    ads have a significant impact on buying
    behavior.
    Social media influencers have less effect
    Family members and friends have positive
    impact on buying behaviors.
    Sales Promotion on websites does not effect
    the buying behaviour.
    Thank you

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