Research Proposal on

Examining fast food consumption behavior among the young population of Dhaka
City

Submitted to
Mr. Mushtaque Ahmed
Associate Professor, and Charperson MBA Program

Submitted by

Name Class ID
Tanisa Tasmim Sinthia RQ 10
A.R.M. Mozaffar Hossain ZR 24
Maruf Ahmed ZR 40
Khalid Mahmud ZR 47
Samuel Elvis Gomes ZR 52
56D, MBA Program

Submission date
30th April, 2017

Institute of Business Administration

University of Dhaka
Nilkhet Road-1000
Introduction

Along with the increase in out of home consumption behavior consumers, especially from
younger populations are becoming fast food consumers in our country. A broad population of
FFC consumers dwell in the urban Dhaka. This study intends to get a detailed look in to the
consumption behaviors of the young FFC consumers from Dhaka city.

Objectives of the study

The objectives proposed are as followed

1. Understanding the demographic and social factors of the young FFC consumers
2. Frequency and influences that FFC consumers exhibit
3. Factors of importance for choosing an FFC outlets

Research Methodology

Data collection: The study will be based primary data only. The data will be collected through
interviews with the use of questionnaires

Sampling: Approximately 100 young adults will take part in this study which will include both
male and female participants

Analysis: The study will include both inferential and descriptive statistical analysis.
Moreover, hypothesis testing will be done on the data. SPSS will be used as a statistical tool.
Questionnaire

General Questions

1. Participants age

a) 18-23 b) 24-28 c) 29-33

2. Participants gender

a) Male b) Female

3. Years of education:

a)12-13 b) 14-15 c) 16 or 16+

4. Frequency of visit to FFC

a) everyday b) at least once a week c) twice a week d) once in a month

5. Height ____ Weight _____

Preference and Perception questions

6. Reasons behind preferring fast food shops

Factors 1 min 5
max
Means for socialization 1 2 3 4 5
Ease of access 1 2 3 4 5
Lack of suitable alternatives 1 2 3 4 5
Peer Pressure/influence 1 2 3 4 5
7. Drink Preference

Fizzy Drink
Mineral Water
Tea
Coffee
Milkshake
Fresh Juice
Others

8. Food Preference

Pasta
Pizza
Burger
Sandwiches
French Fries
Chicken
Meat variations
Vegetable variations
Cake/Pastries
Others
9. Approximate expenses on each visit

a) <200 b) 201-400 c) 401-500 d)500+

10) Do you visit fast food shops near to your home?

a) yes b) no

11) How close the nearest fast food shops from your home?

a) <1km b) 1-3 km c) 3-5km d)5k+

12) when do you visit fast food shop

a) Breakfast b) lunch c) dinner

13) Factors that are of importance to you when you choose a fast food shop

Factors 1 min 5
max
Price 1 2 3 4 5
Ambience 1 2 3 4 5
Variety in menu 1 2 3 4 5
Service quality 1 2 3 4 5
Food Quality 1 2 3 4 5
Cleanliness and Hygiene 1 2 3 4 5
Brand Image 1 2 3 4 5