Trend of People Towards Fast Food Consumption - 2014 Words

BUSINESS OPPURTUNITY IN FAST FOOD INDUSTRY IN LAHORE Hamza Shahid Department of management sciences Institute of management sciences (Pak-AIMS) Lahore, Pakistan goodmenheaven@gmail.com Abstract- The study has been to find out the business opportunity in fast food industry and the factors associated with its expansion at such a rapid face. The study has revealed such valuable factors associated with the fast food consumption and fast food business which provide us with significant proof to invest in the fast food business. The study is exploratory in nature. This is an applied research which has given positive sign for the investment in the fast food business. Introduction Today in the 21st†¦show more content†¦Now because of the presence of women they are not going to go to a local restaurant like ‘Fazal Karahi, sardar machli or any other restaurant that is situated in Laxmi Chawk. They are going to go to a more sophisticated place like a fast food restaurant like KFC, McDonald’s or salt pepper. The culture has changed a lot. Now people prefer to go to such sophisticated places in the presence of females B). Interviews: As mentioned above there was no significant literature available about the fast food industry of Pakistan. In order to get the right results and to get unbiased answers informal interviews were conducted so that grave factors associated with this fast growing business can be identified. Informal interviews lead towards the factors that were part of decision making of the people and enabled to determine the situations in which they preferred to consume fast food rather than regular meals. These informal interviews with the people at random places like cafeteria, parking areas class rooms etc. provided with such factors that were highly associated with the purchase preference. III. Theoretical framework The theoretical framework consists of the following: †¢ Identification of variables †¢ Prioritizing the variables †¢ Thematic diagram †¢ Nature and direction †¢ Logical statement A). Identification of variables: †¢ Gender †¢ Cost of food †¢ Brand †¢ Market structure †¢ Variety in fast food †¢Show MoreRelatedFast Food Industry Research Proposal1593 Words   |  7 PagesResearch Proposal (Fast Food Industry) To study the attitude towards consumption of healthy food within the fast food industry Background We are a marketing research team of a fast food chain store. With increasing awareness about healthy food among the masses and with consumer preferences changing towards healthy food, we intend to launch a health food segment to cater to this need of the customers. 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