CONSUMER BEHAVIOUR

Consumer behaviour in the British fast-food industry

CHAPTER I

Research Objectives

The objectives of the research are:

To identify and develop consumer behaviour profiles of the fast-food industry.

To determine the customer trends in fast food preferences.

To discover the group influence concerning fast food and the motivational factors that affects the fast-food customers.

To explore the criteria for the assessments that the customers use in selecting fast-food items and to understand customer perceptions and analyse consumer behaviour towards British fast-food.

Background of Study

The fast-food sector is now more global than ever and international fast-food consumption continues to increase in popularity. Customers usually form perceptions of fast-food outlets. These perceptions may be formed by word-of-mouth communication? exposure to promotion from fast-food restaurants? past personal experience and other sources. Some perceptions may even be incorrect; they may differ from country to country. It is accepted that fast-food marketing strategies should have a sound understanding of consumers' perceptions of and preferences for fast-food outlets and how they differ across cultures/countries. This understanding can be helpful in targeting countries/ cultures to promote fast food and improving or amending their restaurants' perceptions so that customer demand can be increased. If countries/cultures differ widely in their perceptions of and preferences for a fast-food restaurant? promotional campaigns tailored to individual countries/cultures may be called for. In summary? international fast-food research requires the researcher to investigate customer perceptions and preferences and relevant multi-attribute criteria used for their decision. Therefore? in this study? the focus of attention is placed on the two relatively important international fast-food markets? the USA and Canada. In particular? how the perceptions of fast-food consumers differ across the two countries is examined. The overall goal of the study is to determine whether the same fast-food restaurants are perceived similarly/ differently across the two countries? and whether their positioning can be improved/changed through careful and selective promotion.

Time Scale

CYCLE ONE

WEEK

TO DO

1 - 3

Construct research proposal

Draw up questionnaires

Permission

4 - 5

Submit proposal to school head and governors

Interviews

6

Timetable interviews

7 - 9

Begin interviews, observations, focus groups and hand out questionnaires

Findings

10 - 15

Analysis and redefine problem(s)

15 - 17

Implement findings from cycle 1

CYCLE 2

17 - 20

Prepare draft report

Data Analysis

21 - 26

Begin full data analysis

Complete Dissertation

27 - 30

Write 12,000 word dissertation

CHAPTER II

Review Of Related Literature

The UK fast-food markets

A major trend in the USA and Canada and in most of the industrial world is that more people are eating meals outside their homes. Recent studies suggest that one out of every two-and-a-half meals today is eaten away from home. According to the Bureau of Labor Statistics? the share of total fast-food spending away from home rose from 33 per cent in 1975 to 39 per cent in 1980 and to 46 per cent in 1990. Even in the recessionary times? sales of fast-food franchises grew by 11 per cent. If this current trend continues? UK will consume more than half their meals outside their home by the end of the century? which will also account for nearly 50 per cent of their household food ...