BC REPORT WRITING ASSIGNMENT

EVALUATION REPORT ON FACTORS AFFECTING THE CUSTOMERS IN CHOICE OF FAST FOOD OUTLET IN CHENNAI

Report on the evaluation Of factors influencing consumers in the selection of fast food outlets in Chennai
Submitted by

Purpose:
To evaluate the factors influencing the customer in the selection of fast food outlets in Chennai.

Introduction:
India has long had a reputation as being unfriendly to foreign businesses, but when it comes to fast food, international chains are being warmly welcomed by a young, upwardly mobile population. In the past few months, Taco Bell, Krispy Kreme, Burger King and McDonalds have either announced plans to expand in India or have opened new outlets around the country. India also has a young age profile, many more people eating out and international influences coming in. Our study is to find out what are the influencing factors that attract the younger generation to such fast food outlets

Methodology
We have conducted an online survey consisting of the following questionnaire. We will be evaluating the factors like Brand, Ambience and quality of food served Brand --------------------------------------------------------------------------------------------------------------------1. What is your primary factor in choosing a fast food restaurant Cuisine or Brand identity or Popularity or Accessibility or Quality of food served? (Any one) 2. Does door delivery facility play a factor in increasing your preference towards any particular fast food restaurant? Yes or No or Maybe 3. Do regular offers play a factor in increasing your preference towards any particular fast food restaurant? Yes or No or Maybe 4. Does serving food on time (on both dine in and door delivery) play a factor in increasing your preference towards any particular fast food restaurant? Yes or No or Maybe 5. Do membership cards and membership discounts influence you to become a regular diner for any particular fast food restaurant? Yes or No or Maybe Ambiance -------------------------------------------------------------------------------------------------------------------6. Does restaurant ambiance plays a factor overall dining experience? Yes or No or Maybe 7. Does faade of a fast food restaurant chain plays a factor in choosing it over other? Yes or No or May be 8. Does lighting and table arrangement affects your dining experience? Yes or No or May Be 9. Does politeness of staff and their appearance affects your overall experience? Yes or No or May Be

Food -------------------------------------------------------------------------------------------------------------------10. On food served at a fast food chain, order the following according to your preference Quality Quantity Value for Money. 11. When comes to quality of food, order the following according to your preference Health Taste Well decorated and presented 12. When it comes to food ingredient used, order the following according to your preference Fresh Preserved but healthy I dont care as long as it is healthy I dont care as long as it is tasty I dont care as long as it looks good. 13. When it comes to Quantity of food, order the following according to your preference More quantity thus VFM Less quantity and VFM to minimize food wastage Unlimited quantity so that I can have my required quantity of food. 14. In todays scenario, what you feel would be reasonable cost of food for two at fast food restaurant chain, without compromising on Quality and Quantity. (Choose one) < Rs. 200 Rs. 201 Rs. 500 > Rs. 501 15. Do you prefer multi cuisine menu or themed menu at a fast food restaurant? We have surveyed over 107 Chennai people for this research and have reported the finding as given below.

Findings
4 5 3 6% 4% 5%

2 26%

1 59%

1. Quality of food served 2. Cuisine 3. Identity 4. Accessibility 5. Popularity 59% of the people said that they choose fast food based on the quality of food served, 26% of the people said cuisine is the influencing factor in selection of the fast food outlet, the other factors where quiet negligible

Door delivery Facility

60 50 40 30 20 10 0 May Be Yes No

Door delivery facility is not a major factor for people to show preference to a particular fast food outlet.

Membership Cards
70 60 50 40 30 20 10 0 May Be no yes

Membership cards do not play a major role in choice of the fast food outlet as most of the respondents have replied as No We have asked the following question in a five point scale ranging from strongly agree (1) to strongly disagree (5) and got the following result 1 Do regular offers play a factor in increasing your preference towards any particular fast food restaurant Does serving food on time play a factor in increasing your preference towards any particular fast food restaurant Does politeness of staff and their appearance affects your overall experience Does restaurant ambiance plays a factor overall dining experience? Does lighting and table arrangement affects your dining experience 8 48 46 39 23 2 45 30 28 31 32 3 30 5 14 20 21 4 14 9 8 9 16 5 10 15 11 8 15

From the above table we can say that people give more importance to serving food on time, politeness of the staff and Ambiance as important factors in selecting a particular restaurant. When we asked participants to rank their preferences according to variables like quality, quantity, Value for Money etc. in different conditions their responses were graphed below: 1st Preference Quality 59 Quantity 25 VFM 42 2nd Preference 3rd Preference 40 29 38 8 53 27

70 60 50 40 30 20 10 0 Quality 1st Preference Quantity 2nd Preference 3rd Preference VFM

As we can see from the graph, the majority of participants preferred Quality over quantity and even Value for money.

When we asked participants to rank their preferences for quality of foods according to variables like Health, Taste, appearance etc. in different conditions their responses were graphed below Criteria 1st Preference Health 57 Taste 41 appearance 18 2nd Preference 28 54 19 3rd Preference 22 12 70

80 70 60 50 40 30 20 10 0 Health 1st Preference Taste 2nd Preference 3rd Preference appearance

As we can see from the graph and table attached along with, the majority of participants were concerned with the Health Factor over Taste and appearance of food.

When we asked participants to rank their preferences for Quantity of foods in different conditions their responses were mentioned and graphed below Criteria 1st Preference More quantity means more 57 VFM Less quantity and VFM to 25 minimize food wastage Unlimited quantity so that I can have my required quantity 18 of food 2nd Preference 43 44 32 3rd Preference 7 38 57

60 50 40 30 20 10 0 More quantity means more VFM Less quantity and VFM to minimize Unlimited quantity so that I can food wastage have my required quantity of food 1st Preference 2nd Preference 3rd Preference

As we can see here, the majority of participants preferred more quantity of food which will compensate their value for money then they preferred food wastage concern as a second factor and then unlimited quantity as a factor for quantity preference.

When we asked participants to rank their preferences for food ingredient used in foods in different conditions their responses were mentioned and graphed below
1st Preference 77 22 22 17 12 2nd Preference 17 44 18 11 7 3rd Preference 5 21 46 28 16 4th Preference 5 8 17 40 15 5th Preference 3 12 4 11 57

Fresh Preserved but healthy healthy Tasty Look good

90 80 70 60 50 40 30 20 10 0 Fresh 1st Preference Preserved but healthy 2nd Preference healthy 3rd Preference Tasty 4th Preference look good 5th Preference

As we can see from the graph and table attached along with thatThe first choice for majority of participants was freshness of food when it comes to ingredient of food, after that they have chosen healthy but preserved food then healthy food, taste of foods and the least preference was the appearance of food

Conclusion
As the participants were majority hosteller from age group of 20-30, we can definitely see a particular pattern towards some factors like cuisine, offers, door delivery and a mixed trends towards health foods, Value for money, quantity, and appearance. Variety in Cuisines, higher offers, politeness of employees and serving food on time (of on both dine in and door delivery) which were highly correlated with positive brand building for the fast food restaurant are appreciated by participants Membership cards, lightening and table arrangements were not influencing factors for choosing the particular fast food restaurant Participants preferred quality of food and as cuisine as their prime preferences over Value for money, quantity or any other food related factors This study has its limitation survey was not adequately covered overall population. But only one demographic segment only and for getting the more deep and through analysis, we need to include people from different age group to get the idea of influencing factors representing general population