A SURVEY PROJECT REPORT ON CONSUMPTION BEHAVIOUR TOWARD FAST FOOD AMONG YOUTH OF VARANASI

Submitted in the partial fulfillment of the requirement for the

Bachelor of business Administration(BBA). SESSION: 2009-2012

SUBMITTED TO: MR. RAVI SHEKHAR VISHAL (Lecturer) SMS VARANASI

SUBMITTED BY: PAYAL SINGH ( B/13/82) BBA 4th Sem

SCHOOL OF MANAGEMENT SCIENCES KHUSHIPUR, VARANASI

SMS VARANASI

ON CONSUMPTION BEHAVIOUR TOWARDS FAST FOOD AMONG YOUTH OF VARANASI

Submitted under the partial fulfillment of the requirement For the ( B.B.A. 4th semester)

A SURVEY PROJECT

Under the supervision of: MR. RAVI SHEKHAR VISHAL (Lecturer)

submitted by: PAYAL SINGH B/13/082

SMS
VARANASI
SCHOOL OF MANAGEMENT SCIENCES

VARANASI

DECLARATION
I have by declare that all the information collected through the questionnaire is correct accordance With the sample size it is very small as compared to the universe, so it may not be applicable in all cases.

Place----Date-----

---------Payal Singh Signature

PREFACE

This survey project has been conducted to know the study the customer view regarding the service of fast food. The objective of preparation of this report is to study the awareness and expectation of the customers will respect to the service provided.

The study helps in analyzing the view of the customers with regards to the service provided by the fast food among youth of varanasi.

This project is carried out to translate the theoretical knowledge of the subject into the practical fieldwork. This project is carried out in partial fulfillment of the BBA.4th semester course from SCHOOL OF

MANAGEMENT SCIENCES, VARANASI

ACKNOWLEDGEMENT
Research work is combine effort, so one should thank who have helped in making this report effective and purposeful. Hence, I would thank all people who have been instrumental in helping me to prepare that report.

It is a great pleasure for me to be assigned this topic. First of all, I would like thank god showered this blessings upon me in each and every step. I am immensely grateful to director, P.N.JHA, for providing us available opportunity to prove our skill and shoulder the responsibilities. I am highly grateful to him for his consistent guidance and inspiration. I would also like to extend my hold hearted gratitude towards my survey coordinator mr. ravi shekhar vishal [lecturer], faculty member, SMS for his valuable support, guidance and encouragement. I would like to thank all my teacher,staff member and library members for their valuable advice and guidance, which help me to make this report effective, intresting and purposeful. I especially wish to thank all my respondents and my friends for their valuable support unless completing this report would not have been Payal Singh

TABLE OF CONTENTS
1. INTRODUCTION. 2. RESEARCH OBJECTIVES. 3.RESEARCH METHODOLOGY.
ABCD-

Significance of the study. Sample size. Data collection method. Sampling method.

5.DATA ANALYSIS RESULTS & INTERPRETATION. 6.CONCLUSION. 7.RECOMMONDATIONS. 8. APPENDIX. 9. BIBLIOGRAPHY.

INTRODUCTION

LITERATURE REVIEW

Chapter 2. Conceptual framework

2.1 History
The concept of ready-cooked food for sale is closely connected with urban development. In Ancient Rome cities had street stands that sold bread and wine. A fixture of East Asian cities is the noodle shop. Flatbread and falafel are today ubiquitous in the Middle East. Popular Indian fast food dishes include vada pav, panipuri and dahi vada. In the French-speaking nations of West Africa, roadside stands in and around the larger cities continue to sellas they have done for generationsa range of ready-to-eat, chargrilled meat sticks known locally as brochettes.

The Start of Fast Food Culture:

The concept of fast food pops up during 1920s.The 1950s first witnessed their rapid proliferation. Several factors that contributed to this explosive growth in 50s were: (1) Americas love affair with the automobiles. (2) The construction of a major new highway system. (3) The development of sub-urban communities. (4) The baby boom subsequent to world war second. The development of Indian cuisine has a very long and turbulent history and is ever changing even today as Indians try new cuisines and are exposed to new influences and people from other nations. Sen (2004) traced the historical origins of Indian cuisine and a summary of these different influences is shown next page: Prehistory 30001500 BC Early cultivation of plants and spices couple with early domestication of animals. Crops such as wheat, barley and lentils are developed and meat and fish are staples.

2000800 BC

Aryan tribes migrate to northern India. Sugar cane is grown and processed in southern India.

1000500 BC

Hinduism develops and castes develop. This leads to a rejection of eating meat, and particularly cows.

6th century BC 1st century AD 5th century AD 12061536 Late-15th early-16th century 17th century 18301850 1857 1947 1977 1996 2003

Buddha and Mahavira found Buddhism and Jainism. Jains practice strict vegetarianism. Christianity arrives in India. Ayurveda (system of medicine based on food) develops. Central Asian dynasties introduce Central Asian and Persian cuisines. Portuguese arrive in India, found an empire, and bring new ingredients such as tomatoes ,chillies, potatoes etc. East India Company is formed. Tea plantations established by British in Assam and Darjeeling. British crown takes over government of India and hybrid foods begin to develop. Tandoori chicken invented in Delhi. Indian food grows in popularity in UK and the first Balti restaurant opens in Birmingham. McDonalds and Pizza Hut open in India. Restaurants continue to open offering new international cuisines as the Indian economy grows and urbanisation develops at a rapid rate.

2.2 Emergence
The fast food culture emerged as early as the 19th century. During the Industrial Revolution, a large workforce was required to work for 10 to 12 hours a day. With so much work to be done, fast food was the idea of a quick and easy lunch. In India, fast food culture emerged in the decades after independence, starting from the 1950s. Eating at home used to be a significant aspect of Indian culture, so the change was gradual. Over a period of time, with a growth in the number of nuclear families, economic growth and increasing per capita income as well as globalization, fast food culture gained prominence. Women were shifting from their conventional roles of managing the household and taking care of the children. With growth in literacy, they started joining the workforce in large numbers. Fast food became a time-saving alternative to cooking for them. Similarly, children resorted to fast food to fill their stomachs in school and college. Their exposure to global urban culture and Western cuisine accelerated their want for cheap and delicious fast food. Moreover, fast food costs less than traditional long meals commencing with appetizer and concluding with dessert. Nirulas and Pizza Corner Indias most popular domestic fast food chains gained rapid popularity during this period. Though the fast food culture originated abroad, these domestic food chains could create a perfect blend of international food with Indian ingredients. Paneer pizzas and aloo tikki burgers were indeed able to satisfy Indian taste buds. With the liberalization of the economy in 1992, new multinational fast food giants started dotting India with their outlets. Burger King, Wimpys, Pizza Hut, Dominos Pizza, McDonalds, and KFC outlets can be seen today in nearly every shopping mall and other public areas. In fact, these multinationals have given their domestic counterparts a run for their money. They are growing at a much faster pace than the Indian chains.

REASON FOR EMERGENCE

Gender Roles: Gender roles are now changing. Females have started working outside. So, they have no time for their home and cooking food. Fast food is an easy way out because these can be prepared easily. Customer Sophistication and Confidence: Consumers are becoming more sophisticated now. They do not want to prepare food and spend their time and energy in house hold works. They are building their confidence more on ready to eat and easy to serve kind of foods. Paucity of Time: People have no time for cooking. Because of emergence of working women and also number of other entertainment items. Most of the time either people work or want to enjoy with their family. Double Income Group: Emergence of double income group leads to increase in disposable income. Now people have more disposable income so they can spend easily in fast food and other activities. Working Women: Working women have no time for cooking, and if they have then also they dont want to cook. Because they want to come out of the traditionally defined gender roles. They do not want to confine themselves to household work and upbringing of childrens. Large population: India being a second largest country in terms of population possesses large potential market for all the products/services. This results into entry of large number of fast food players in the country.

Relaxation in rules and regulations: With the economic liberalization of 1991, most of the tariff and non tariff barriers from the Indian boundaries are either removed or minimized. This helped significantly the MNCs to enter in the country. Menu diversification: Increase in consumption of pizzas, burgers and other type of fast foods.

2.3 Impact
The emergence of the fast food industry has, to an extent, transformed urban food culture in India.

It is common knowledge that too much fast food is bad for health and may lead to obesity. An essential component of most fast food is fat the kind of fat that in excess can lead to artery clogging. In large quantities, fast food may lead to obesity as well as hypertension, diabetes, high cholesterol and heart diseases. Even certain types of cancers have been observed to spread due to lack of safety standards in some sectors of the fast food industry. There are also several environmental problems associated with how fast food outlets process and package their products. Food packaging is done using plastic, Styrofoam and other synthetic products which are not biodegradable. In recent times, many fast food outlets have switched to paper bags. Though paper is biodegradable, at the large quantities in which paper waste is generated in India, currently paper is seen more as a pollutant. Metal and glassware would be more favorable to serve food, but they destroy the whole purpose of consuming food on-the-go. The need of the hour is a law or regulation that forces these outlets to recycle the paper, plastic and foam they use everyday. Indias fast food industry is growing at 40% per annum and generates over Rs. 4800 crores in sales. The multinational segment of the industry generates over Rs. 7000 crores. Fast food has, in a way, impacted the Indian economy by creating jobs. Outlets require a large number of unskilled workers who are willing to work for low wages. On the one hand, this generates widespread employment. On the other hand, some analysts feel that it weakens the economy by forcing people to take up jobs in which there is little room for advancement. Fast food industry has been very successful in India, both in financial terms as well as in popularizing its quick service culture among the population.

2.4 Jobs and labor issues

Today, more than 10 million workers are employed in the areas of food preparation and food servicing including fast food in the world. Employees are the backbone of the fast food industry. Proper training is crucial to the orderly and quick service customers expect. Yet, employee turnover can be as high as 200% per year. With such a turnover, owner-operators of franchise and non-franchise restaurants have the daunting task of constantly training an entirely new workforce. Policies and procedures need to be explained to each new employee.

2.5 Globalization
In 2006, the global fast food market grew by 4.8% and reached a value of 102.4 billion and a volume of 80.3 billion transactions. In India alone the fast food industry is growing by 40% a year. McDonald's is located in 120 countries and on 6 continents and operates over 31,000 restaurants worldwide. KFC is located in 25 countries. Subway has 29,186 restaurants located in 86 countries, Pizza Hut is located in 26 countries, Taco Bell has 278 restaurants located in 12 countries besides the United States.

2.5 Health issue

Trans fats which are commonly found in fast food have been shown in many tests to have a negative health effect on the body. The fast food consumption has been shown to increase calorie intake, promote weight gain, and elevate risk for diabetes. The Centers for Disease Control and Prevention ranked obesity as the number one health threat for Americans in 2004. It is the second leading cause of preventable death in the United States and results in 400,000 deaths each year.

Is Indian Fast Food HEALTHY??

One of the richest diets high in calories is Indian Food. If you can pinch more than an inch, its probably time for you to cut down on the calories you eat in Desi food, especially if you want to lose some pounds to be healthier and look fitter. It may seem so innocent just to have that bite size Pakora but we really dont know what fat or calories it contains. This is true; most of us dont actually know what were eating when we have an Indian meal at home or at an Indian restaurant. A small spicy plate of curry is enough usually to fill our appetites but we dont know how many calories are in it. Today, the younger generation is more aware of calories and fat than before. Therefore, if youre seeking to control the calories when choosing a dish, make sure you minimise the ghee or oil content and have more of the other ingredients. If cooking, use alternatives such as Olive oil. When ordering in a restaurant, request less fat to be used in your dish. Seasonal eating plays a key role in our diets. During the winter we tend to eat heavier foods such as deserts and spoil ourselves with scrumptious hot meals usually full of comforting ingredients, thus, making it harder to shift the pounds with exercise. Eating out can always be a dilemma between choosing a tasty dish and one that is low in calories. Therefore, choosing your courses wisely can help you manage the calorie count. When considering what to eat for your starter, it is perhaps best to choose something light, such as a Popadom as this contains only 65 calories. Unlike Samosas or Onion Bhajis which contain higher calorie content in each portion

Dips are used to enhance the taste of a starter, but dont be fooled, these also contain calories. A Cucumber Raita or a Tomato Sambal contains approximately 20 calories each. This is significantly less than Mango Chutney or Lime Pickle; a little as 1tbsp can contain up to 70 calories. Yes, you read correctly, 70 calories!

In the present times, it is the fast food craze that has created sensation all over. The fast food has occupied a demanding position in the list of top hot fad foods. People are getting lured into trying yummy fast food dishes, without possessing adequate knowledge regarding Indian fast food nutrition. Well, there is a need for bringing forward some eye opener nutrition facts about fastfood. These days, the fast food chains are booming in number and witnessing flourishing business. Abraham Lincoln had once said, "let the people know the facts and the country will be safe". Well, it also holds true regarding the information about fast food nutritional content. The prime motive is to make the people aware of the fact and then let them take conscious decision.

Here are some facts about fast food nutrition:

In the list of fattening dishes, Korma and Biryani are on the top. If a sauce solidifies in room temperature, it's an indication that it consists of high saturated fats. Pappadums contain relatively high calories. Indian curry makes use of green chilies that are rich in Vitamin C. All food items like Tikka dishes that are cooked in dry oven contain low fat. Instead of creamy pasta sauce, eating tomato sauce is a better option, as pasta sauce contain high fat content. Lasagna contains multiple cheese layers; therefore it is a very fatty item. Chips are high in fat and calories.

Well, the basic reason that can be attributed to the increasing consumption of fast food is the fact that fast food is readily available, quick to make and easy to serve. Media truly deserves the credit for the wide publicity of fast food stuff. But it is always advisable to eat healthy nutritious food that can help maintain your overall fitness.

OBJECTIVES To appraise the dynamics of marketing in the fast food industry in terms of opportunities and challenges. To evaluate present marketing strategies of key players like Mc Donalds, Nirulas, Pizza Hut, Dominos and Wimpy. To develop a futuristic vision for a win win situation.

RESEARCH METHODOLOGY

SIGNIFICANCE OF THE STUDY:This report will present a view about the customers view and preferences with regard to the consumption behaviour toward fast food among youth of Varanas

SAMPLE SIZE:-

Sample size refers to the numbers to be selected from the universe to constitute the sample for conducting a survey. Therefore the sample size taken is of 1oo customers.

DATA COLLECTION METHODS:-

This survey has been done through primary data collection method. For primary data collection method.For primary data collection questionnaire method has been adopted for customers. The questionnaire was closed ended structured questionnaire.

Some data has also been collection through secondary data collection method.

UNIVERSE:-

The universe in the entire group of item the research want to study and generallize. In other words it can define as the region cons titution the population about which the research is conducted , the universe chosen was Varanasi and the study was organized to this region only.

SAMPLING TECHNIQUE:-

As the universe large so a relatively small group of individuals are selected who are representing the whole universe is given. The project is done through SIMPLE RANDOM SAMPLING METHOD, is which every element of the universe is given an equal change of being selection. RESEARCH DESIGN: To know the present condition or status regarding particular item DESCRIPTIVE AND CONCLUSIVE RESEARCH has been conducted.

DATA ANALYSIS TECHNIQUE:The data analysis technique used was QUANTITATIVE in nature and the data analysis instrument used for conducting the research is tabulation, bar charts and pie chart.

SURVEY ANALYSIS & INTERPRETATION

Q.1- While I am with my friends, I am likely to busy a pizza/ burger/samosa rather than taking out my home cooked lunch.

From the above table and bar graph show that 43%of people say strongly agree,37% are agree, 12%are slightly agree,3% are slightly disagree,3%are disagree & 2% of people say strongly disagree.

Q.2- I would rather have Lassi/Flavored Milk rather than a soft drink to quencg my thirst during a summer aftern

By the above table and bar graph we can see 22% people choose strongly agree,42% are agree, 27%are slightly agree, 5%are slightly disagree, 3%are disagree & 1%of people say strongly disagree.

Q.3- I am more likely to prepare noodles for breakfast than the tradition options as it is more convenient.

By the table and bar graph we can see that 20% of people are say strongly agree,36% are agree,27% are slightly agree, 14% are slightly disagree,1%are disagree, & 2%are strongly disagree

Q.4- I consume fast food because it is easily available at most place.

By the above table and bar graph we can see that 27% people are say strongly agree, 26% are agree, 28% are slightly agree, 12% are slightly disagree, 4% are disagree & 3% are strongly disagree.

Q.5- I consume fast food because they are the healthiest option available.

By the table and bar graph we can see that 14% people are strongly agree, 22% are agree , 26% are slightly agree, 19% are slightly disagree, 9% are disagree & 10% are strongly disagree.

Q.6- Soft drink go well with all types of food in summer where lassi goes only with samosa.

By the table and graph we can see that 14% people are strongly agree,37% are agree, 25% are slightly agree, 15% are slightly disagree, 6% are disagree & 3% are strongly disagree.

Q.7- I consume fast food because all my friends like it.

By the table and graph we can see that 31% people are strongly agree,27% are agree, 17% are slightly agree, 11% are slightly disagree, 8% are disagree, & 6% strongly disagree.

Q.8- Fast food is unhealthy and I should not consume it regularly.

By the table and graph we can see that 20% people are strongly agree, 24% are agree, 19% are slightly agree, 25% are slightly disagree, 9% are disagree, & 3% are strongly disagree.

Q.9- I would prefer sattu/ lai chana/ fruit over burger/ softdrink/ pizzas if they are made available as convenient packaged foods.

By the table and graph we can see that 13% people are strongly agree, 27% are agree, 26% are slightly agree, 18% are slightly disagree, 12% are disagree, 4% are strongly disagree.

Q.10- I prefer fruit juices over aerated soft drinks.

By the table and pie chart we can see that 21% people are strongly agree, 31% are agree, 28% are slightly agree, 10% are slightly disagree, 6% are disagree, & 4% are strongly disagree.

Q.11- Morning and evening are the time when I consume most of the fast food, while discussing issues with friends.

By the table and graph we can see that 25% people are strongly agree, 40% are agree, 17% are slightly agree, 7% are slightly disagree, 9% are disagree, & 2% are strongly disagree

Q.12- I would be considered old fashioned if I ordered a milk shake instead of an aerated drink within my friend circle.

By the table and graph we can see that 16% people are strongly agree, 27% are agree, 21% are slightly agree, 23% are slightly disagree, 11% are disagree & 2% are strongly disagree.

Q.13- If I am alone at home, it would be healthier for me to prepare in strant noodles rather than go out to have dinner at same place.

By the table and graph we can see that 13% people are strongly agree, 31% are agree, 29% are slightly agree, 13% are slightly disagree,7% are disagree & 7% are strongly disagree.

Q.14- Fast food are always fattening.

By the table and graph we can see that 63%people are strongly agree, 11% are agree, 8% are slightly agree, 1% are slightly disagree, 14% are disagree & 1%are strongly disagree

Q.15- Most fast food are free from contamination.

By the table and graph we can see that 11% people are strongly agree, 40% are agree, 20%are slightly agree, 22% are slightly disagree, 4% are disagree & 3are strongly disagree

Q.16- The place from where I purchase the fast food item is as important to me as the fast food itself.

By the table and graph we can see that 9% strongly agree, 30% are agree, 36% are slightly agree, 14%are slightly disagree, 6% are disagree & 5% are strongly disagree.

Q.17- It take fast food because that is the most convenient way of eating non-vegetarion .

By the table and graph we can see that 14%people are strongly agree, 38% are agree, 26% are slightly agree, 4%are slightly disagree,12% are disagree & 8% are strongly disagree.

Q.18- Fast food is the best way to breakfast the monotony of having regular meals.

By the table and graph we can see that 9%people are strongly agree, 38% are agree, 25% are slightly agree,18% are slightly disagree, 5% are disagree & 5% are strongly disagree.

Q.19- I usually consume fast food more than thrice every week.

By the table and graph we can see that 24% people are strongly agree, 23% are agree, 17% are slightly agree, 20% are slightly disagree, 11% are disagree & 5% are strongly disagree

Q.20- I like spending time with friends and family at fast food joints.

By the table and graph we can see that 36% people are, 34% are agree, 7% are slightly agree, 10% are slightly disagree, 2% are disagree & 11% are strongly disagree

FINDINGS
A- Majority of the people use fast food . B- home service is the most important facilities that influences customers for buying the product. C-Good services by the media was the main expectation from majority of the customers. D-Advertisment is the better facilities for the customer. E- Home dilver were widely used by customers.

RECOMMANDATION
A-fast food consumption should be increase. B-owner of fast food corner must treat the customers as part and parcel of their buying of product and ever their existence. All the services should be customer orientated. C-fast food management should adopt a fair and development and customer awareness programmers should chalked out. D-fast food corner should organize customers & surve best product to the customer. E-fast food corner should invite suggestion and criticisms from their customers to make their services better.

CONCLUSION
After analyzing we find the customer is more satisfied with the service of fast food. Majority of a customer have view about the behaviour of the employee infrastructure of the fast food corner . From the research survey most of the people agreed that the fast food has easly available in the market

LIMITATION
A- The study was conducted with a severe time constraint. So the sample size could not be more than 100 B- The responses received are quite objective in nature. C-Low rate of return of the duly filled in questionnaire due to business of respondents. D-Many of the questionnaires did not helped in conducting the survey report as they were lost in the process. E-This method was likely to be slowest of all.

F-It was difficult to know whether the willing respondents were truly representative.

BIBLIOGRAPHY
-WWW.GOOGLE.COM -WWW.SCRIBD.COM -WWW.ASK.COM

ANNEXURE
I PAYAL SINGH AM STUDENT OF BBA FOURTH SEM ,SMS AT VARANASI . I AM CONDUCTING A FIELD SURVEY AS A TOPIC . CONUMPTION BEHAVIOUR TOWARDS FAST FOOD AMONG YOUTH OF VARANASI. AS A PART OF MY CURRICULUM. PLZ PROVIDE UR KIND SUPPORT IN FILLING UP THIS QUESTIONNIARE. AGE: PROFESSION: PLZ TICK APPROPRIATE OPTION.

SURVEY QUESTIONNAIRE

Consumption Behaviour towards Fast Food among Youth of Varanasi

1. Name of the respondent: 2. Age group of the respondent: A. 17-20 B. 21-24 C. 25-28 3. Sex of the respondent: (Male / Female) D. 29-32

4. Family education background of the respondent: A. Respondents mother has a higher degree like PhD / professional degree. B. Respondents mother is a post graduate. C. Respondents mother is a graduate D. None of the above. 5. The gross monthly family income of the respondent in rupees (INR): A. Less than 20000 B. 20000-35000 C. 35000-50000 D. 50000 and above

6. Family structure of the respondent: A. Newly married couples without children living alone. B. Married couples without children, living with parents. C. Family consists of only parents & siblings (Brother & Sister) D. Family consists of Grandparents including family as in option A. 7. Number of earning members in the family of the respondent: A. 1 B. 2 C. 3 D. 4 or above

8. Number of dependent members in the family of the respondent: A. None B. 1 to 2 C. 3to 4 D. 5 or above

Please mark the statements below as per the following criteria:

1. Strongly Agree 2. Agree 3. Slightly Agree 5. Disagree 6. Strongly Disagree S.NO SURVEY QUESTIONS 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13.
14. 15. 16. 17. 18. 19.

4. Slightly Disagree MARKING

While I am with my friends, I am likely to buy a pizza / burger / samosa rather than taking out my home cooked lunch. I would rather have Lassi / Flavored Milk rather than a soft drink to quench my thirst during a summer afternoon. I am more likely to prepare noodles for breakfast than the traditional options as it is more convenient. I consume fast food because it is easily available at most places. I consume fast food because they are the healthiest option available. Soft drinks go well with all types of food in summers where lassi goes only with samosa. I consume fast food because all my friends like it. Fast food is unhealthy and I should not consume it regularly. I would prefer Sattu / Lai Chana / Fruits over Burgers/ Softdrinks / Pizzas if they are made available as convenient packaged foods. I prefer fruit juices over aerated soft drinks. Mornings and evenings are the time when I consume most of the fast food, while discussing issues with friends. I would be considered old fashioned if I ordered a milk shake instead of an aerated drink within my friend circle. If I am alone at home, it would be healthier for me to prepare instant noodles rather than go out to have dinner at some place.
Fast foods are always fattening. Most fast foods are free from contamination. The place from where I purchase the fast food item is as important to me as the fast food itself. I take fast food because that is the most convenient way of eating non-vegetarian food. Fast food is the best way to break the monotony of having regular meals. I usually consume fast food more than thrice every week.

20.

I like spending time with friends and family at fast food joints.