POPULARITY

OF FAST FOOD
IN GWALIOR
CHAPTER-1

INTRODUCTION

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 INTRODUCTION

F ast food is the term given to food that is prepared and served very
quickly and any meal with low preparation time can be consider as
fast food. Many other are proposed for fast foods in the literature. A few
of these definitions are mentioned below:

In Data Monitors (2005) survey the fast food market is defined as

the sale of food and drinks for immediate consumption either on
the premises or in designated eating areas shared with other
foodservice operators, or for consumption elsewhere.

As per the free dictionary fast food is inexpensive food, such as

hamburgers and fried chicken, prepared and served quickly.
.

According to Merriam-Webster online dictionary fast food is

Designed for ready availability, use, or consumption and with
little consideration given to quality or significance.

From onion rings to double cheese burgers, fast food is one of the
worlds fastest growing food types. Fast foods are quick, reasonably
priced, and readily available alternatives to home cooked food. While
convenient and economical for a busy lifestyle, fast foods are typically
high in calories, fat, saturated fat, sugar, and salt.

A Fast Food Restaurant is also known as a Quick Service Restaurant

(QSR) within the food industry, Fast food Restaurant is a specific type of
restaurant characterized both by its fast food dishes and by minimal
table service. Food served in fast food restaurants is offered from a
limited menu and it is finished and packaged to order but cooked in
bulk in advance and kept hot to give the fast service and it is usually
available ready to take away, though seating may be provided.

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 INDIAN FAST FOOD MARKET - AN OVERVIEW

Food diversity in India is an

implicit characteristic of Indias
diversified culture consisting of
different regions and states
within. Traditionally, eating at
home used to be a significant
aspect of Indian culture.
However in India, after
independence with the
increasing awareness and influence of western culture and with a
growth in the number of nuclear families, and increase in per capita
income as well as globalization, fast food culture gained prominence.
Similarly, children also resorted to fast food due to their exposure to
global urban culture which accelerated their desire for cheap and
Delicious fast food. Sengupta (2008) stated that fast food became
popular in India because they were easily available, reasonably priced
and were better alternative to the home cooked food.

The liberalisation and globalisation of the industries backed by the

government in 1991 was also one of the reasons for the development of
the fast food industry as number of international retailers entered the
market thereafter. The major international players including Kentucky
Fried Chicken, McDonalds, Pizza Hit, Dominos entered the Indian
market in the last decade. Kumar and Basu (2008) stated that during
evolution in the presence of overseas companies in the market, the
domestic players too changed their business strategies in terms of
offering new menus at revised prices and many other service including
entertainment, change in store formats, opening of stores at a number of
locations and moreover providing food and services with the influence
of western culture.
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Multinational fast food outlets initially faced protests and non-
acceptance from Indian consumers. This was due to primary perception
that these fast food players serve only chicken and do not serve
vegetarian meals. In addition, fast food is perceived expensive besides
being out-of-way meals in Indian culture.Prasad and Aryasari (2010)
said that these companies later carried out market analysis to match the
customer profile in terms of social, cultural, personal and legal factors.

DEFINITIONS RELATED TO FAST FOODS

Type of Food Definition Examples
Fast food Foods sold in a restaurant or Burgers, pizzas, fries,
store which are rapidly hamburgers, patties, nuggets.
prepared and quickly served Indian foods like pakora,
in a packaged form for take samosa, namkeen etc
away
Junk food Energy dense foods with high Chips, chocolate, icecream,
sugar/ fat/ salt content and soft drinks, burgers, pizzas etc.
low nutrient value in terms of
protein, fibre, vitamin and
mineral content.
Instant foods Foods that undergo special Noodles, corn flakes, soup
processing that are ready to powder.
be served once dissolved or
dispersed in a liquid with low
cooking time
Street foods Ready to eat foods and Chaat, gol guppa, samosa,
beverages prepared and sold tikki, noodles, chowmein,
by hawkers or vendors in burgers etc
streets or other public places
{Source: - INDIAN PEDIATRICS Page no. 98 VOLUME 48- FEBRUARY 17, 2011}

The empirical studies suggested that the gradual changes in practices of

fast food retailers enabled significant changes in the purchasing
behaviour of the consumers as they embraced fast food in their daily

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diet consumption. Moreover, Kita and Hasan (2010) stated that India
was ranked 7th in the Asian fast food markets. Kath (2003) stated that
availability of healthy food; take away options, hygiene and cleanliness
at stores were some of the major yet critical factors that influenced the
perception of the customers towards fast food growth in the country.
However, Kumar and Basu (2008) regarded that it was actually the fast
delivery, variety of food and competitive prices that attracted the large
portion of population especially the young generation in the country.
However, Goyal and Singh (2007) emphasised that consumers around
the world adopted information seeking behaviour in terms of gaining in
depth knowledge on nutrition values, availability of hygienic foods and
the value for money and therefore fast food retailers in India had to
make several changes in their business models as the new companies
entered the markets.

Bender and Bender (1995) defined fast food as the readily and quickly
available food for immediate consumption by consumer either at the
designated eating areas provided by the retailers or take away.

Today, fast food industry is gaining acceptance primarily from Indian

youth and younger generations and is becoming part of life. Keeping in
view the Indian habits and changing preferences towards food
consumption, this study will be focus to understand the popularity of
fast food among Gwaliorites especially among youth of Gwalior.

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CHAPTER-2

RESEARCH METHODOLOGY

OBJECTIVES

REVIEW OF LITERATURE
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 RESEARCH METHODOLOGY

This study is basically an exploratory research to give an insight on the

popularity of the fast food and this study will be conducted in Gwalior
(M.P.) This Study includes knowledge and experience derived from site
surveys or Field works. And the Statistical methods like Percentages,
factor analysis, will be used. The source of data collection will be as
follows:

PRIMARY:
Interaction with the local people and the tourist who step in at fast
food restaurants/Outlets in the city.
Interview with staff of the organisation/Establishment.
Questionnaire
SECONDARY:
Internet
Books
Newspapers
Research Papers
Articles

Scope of Study:-
The scope of the study was limited to the city Gwalior and has consider
only the common person from Gwalior. Through I strongly believe that
the study should be more universal and should consider all the sections
of the society. The study is totally based upon the people perception.

Research Problem:-
It has been seen that the people of Gwalior are fond of Food mostly the
Fast food. In this Research Project efforts have been made to study the
Popularity of Fast food in Gwalior and suggest that which type of Fast
food is how much popular in Gwalior.

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 OBJECTIVES

Different type of fast food Popular in Gwalior.

Describe the fast food market with respect to gender and

age.

Analyze the consumer`s consumption pattern towards

fast foods particularly with respect to the frequency of

visits and choice of fast food.

Analyze the consumer`s spending behaviour on fast

food and their preference of fast food restaurants

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 REVIEW OF LITERATURE

Anita Goyal and N.P. Singh (2007) in their research work, titled
Consumer perception about fast food in India: An exploratory study
have explored that the Consumer acceptance of food served by fast food
outlets is critically important for the future growth of fast food outlets
and the popularity of the fast food item and they also find that young
Indian consumer has passion for visiting fast food outlets for fun and
change.

As per the study of Minal Kashyap, Komal Kashyap and Dr. Anil
Sarda (2013) in their research work , titled A Study of Growth of Fast
Food Industry with Reference to Shift in Consumers Buying Habits
it is analysed that consumers in the todays market are more fascinated
to western culture and increase in the facilities offered by fast food
services driving the growth of the industry. The frequency of visiting
the fast food outlets relates with the ages of the consumers as well as
the income affects the spending habits of an individual. Nagpur is the
city having very little places of hang out and parties have become status
symbol in todays dynamic culture. Whereas young adults having lesser
amount of money in the form of their pocket money moves to the fast
food outlets which is significantly boosting the market value of fast food
industry.

According to the Project report of Gulab Sharma on Consumer

Behaviour towards consumption of Fast Food it is explored that in
pune city almost every person has visited small eating joints or fast food
outlets for enjoyment and refreshment and the reason to choose small
fast food outlet is to have a economic as well as variety of food stuff.
Most of the people who visit small eating joints prefer to spend 15% of
their monthly income and more than 500-1000 Rs. For Most of the people
quality plays a very crucial role not quantity.

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Khurshid Anwar Warsi and Syeedun Nisa provide an insight into the
contemporary fast-food retailing trends and market scenario by the
research, titled Food Retailing:
Fast food they found that Today,
only 40 percent of young college-
goers eat lunch at home. Often,
teenagers and young adults use
fast-food facilities when they need
to catch a bite on the go and the
success of the fast-food industry
in India is largely the result of the
following factors:

An increase in the number of double-income families and single-

parent households.

Long distances to school and work are common.

Lunch times have reduced to a large extent.

Often there is not enough time to shop carefully for groceries or to

cook and eat with ones family. Especially on weekdays, fast food
is the most suitable option.

According to Y Prabhavathi, N T Krishna Kishore, and M. Ramesh

Kumar (2014) in their research Work, titled Consumer Preference and
Spending Pattern in Indian Fast Food industry it is analysed that
Young, unmarried, well educated persons forms major consumer
segment in fast food sector. Male and female gender both has equal
lifestyle behaviour with regard to consumption of fast food. Young
consumers have lifestyle behaviour of consuming fast food for about
three times in a month which shows that fast food consumption trend in
Coimbatore city is growing and has lot of market potential in future.
Taste, convenience and alternate to home food were found to be major

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reasons for consuming fast food by the young consumers. Young
consumers are spending considerable amount of their income for eating
outside due to convenient lifestyle as it saves their time. And also Fast
food restaurants provide satisfaction to the young consumers in the
form of matching their taste needs and relaxation with friends.
Affordable price of the menu and friends Influence, Healthy menu and
Service Quality, Taste and location proximity and Restaurant ambience
factors which made the young consumers to prefer fast food restaurants.
Young consumers perceived that lack of healthy content of menu, no
new varieties and slow delivery time were the major problems in
consumption of fast food.

According to Jaya Shankar Kaushik, Manish Narang and Ankit Parakh

(2011) in their research Work Published in Indian Paediatrics, titled
Fast Food Consumption in Children Fast foods have become an
important part of dietary menu for most children and adolescents.
Children are lured by convincing marketing strategies and peer
pressure. Consumption of diet high in sugar, saturated fat, salt and
calorie content in childhood can lead to early development of obesity
and cardiovascular diseases. Fast food intake among children can be
reduced by implementation of stringent laws to regulate the marketing
of fast foods in Indian market. Nutritional labelling of food might
restrict the quantity of food ordered and choice of low fat menu among
children of educated parents. Promotion of healthy eating habits and
education about junk foods needs to be strengthened.

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 CHAPTER-3

THEORETICAL FRAMEWORK

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3.1 Different type of fast food Popular in Gwalior

In Gwalior with the Change in time the Customer preferences are also
changing. Youth of Gwalior is getting engrossed in Western and Chinese
food From the Traditional Indian Fast food. Basically in Gwalior Samosa
Kachori and bedai is the most popular fast food option but with the
change in time so many new fast food outlets with the new variety of
food are getting more popular. Within last 1 to 2 years the Chinese
Momo are getting so popular in Gwalior and also according to the
cooks fast food joint owner the customer of Gwalior are getting more
westernised. So some popular fast food in Gwalior is:-

SAMOSA

Samosa is a very common stuffed pastry consumed primarily in

India. The Samosa was originated in the Middle East (where it is known
as Sambosa) prior to the 10th century. They were introduced to
the Indian subcontinent (India, Pakistan) during the Muslim Delhi
Sultanate when cooks from Middle East and Central Asia migrated to
work in the kitchens of the Sultan and the nobility and some other Asian
countries such as Sri-lanka, Pakistan, Afghanistan, Bangladesh, Nepal
etc Samosas are preferred . It consists of a triangular (tetrahedral) golden
brown crisp coating with the inside cavity filled with a stuffing. The
coating is made from dough of refined flour or whole-wheat flour with
some salt and mild spices. Crisp texture and formation of multi layers in
the wheat flour dough coating after frying are some quality criteria of
good Samosa. This depends on the ratio of salt, oil, water content,
mixing time. Many of the pastry products such as puff pastry, Danish
pastry, pie pastry gives a good crispy and multi layer texture due to fat
content, flour particle size and gluten formation (Berger, 2003). Once the
coating is prepared, it is ready for the next process of stuffing. Stuffing
most commonly consists of vegetables like cooked and mashed potatoes,
onions, peas, green chillies, spices etc. Once the stuffing filled; coating is

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sealed and this is then deep-fried in oil until golden-brown colour is
developed. Traditionally, SAMOSA fried in refined vegetable oil at
temperatures ranging from 180C to 220C for five to ten minutes are of
good quality and taste (Chapman, 2007; Sakhale et al., 2011). However,
in the western countries Samosas are baked in an oven instead of being
fried. They are baked at around 180C for 15 to 25 minutes depending on
their size or until the crust appears golden-brown (Singhal et al., 2001).
Indian Samosas are usually vegetarian, and often accompanied by
a mint sauce or chutney each and every city of India has their own style
of eating Samosa as In Gwalior Samosa as generally accompanied with
aloo saag and with the Tamarind Chutney. Vegetarian Samosas
originated in Uttar Pradesh.

KACHORI

Kachori or Kachauri or Kachodi or Katchuri is a spicy snack popular in

various parts of India including Uttar Pradesh, Rajasthan, Delhi,
Maharashtra, Madhya Pradesh, Gujarat, Bengal and Orissa. It is a
popular snack food in Karachi, Pakistan. Kachori is supposed to have
originated in Uttar Pradesh or Rajasthan. In these states it is usually a
round flattened ball made of fine flour filled with a stuffing of baked
mixture of yellow moong dal or Urad Dal (crushed and washed horse
beans), besan (crushed and washed gram flour), black pepper, red chili
powder, salt and other spices. Additionally in Rajasthani cuisine, the
Pyaaj Kachori (onion kachori) is very famous. Another form of Kachori
which is famous in Rajasthan is the Mawa Kachori. It is a sweet dish
which is dipped in sugar syrup. In Gujarat, it is usually a round ball
made of flour and dough filled with a stuffing of yellow moong dal,
black pepper, red chili powder, and ginger paste. In Delhi it is often
served as a chaat. Also Delhi has another kind of kachori, called 'Khasta
kachori' or 'Raj Kachori'. Some of the variants popular in North India
includes a version similar to the Rajasthan version accompanied with a

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curry made of potatoes and varied spices or even chana (chole), similar
to one served in cholebhature.Traditionally the kachori recipe contains
refined flour as its main ingredient, moong dal, carrom seeds (ajwain),
sauf, methi seeds, other spices, baking soda, salt and oil for frying.

PIZZA

Pizza is oven-baked flat bread generally topped with tomato

sauce and cheese. It is commonly supplemented with a selection of
meats, vegetables and condiments. The term was first recorded in AD
997, in a Latin manuscript from the southern Italian town of
Gaeta, in Lazio, Central Italy. The modern pizza was invented in Naples,
Italy, and the dish and its variants have since become popular in many
areas of the world.

Pizza is prepared fresh, frozen, and as portion-size slices or pieces.

Methods have been developed to overcome challenges such as
preventing the sauce from combining with the dough and producing a
crust that can be frozen and reheated without becoming rigid. There are
frozen pizzas with raw ingredients and self-rising crusts. Another form
of uncooked pizza is available from take and bake pizzerias. This pizza
is assembled in the store, then sold to customers to bake in their
own ovens. Some grocery stores sell fresh dough along with sauce and
basic ingredients, to complete at home before baking in an oven.

In restaurants, pizza can be baked in an oven with stone bricks above the
heat source, an electric deck oven, a conveyor belt oven or, in the case of
more expensive restaurants, a wood- or coal-fired brick oven. On deck
ovens, pizza can be slid into the oven on a long paddle, called a peel,
and baked directly on the hot bricks or baked on a screen (a round metal
grate, typically aluminium). Prior to use, a peel may be sprinkled with
cornmeal to allow pizza to easily slide onto and off of it.[22] When made
at home, it can be baked on a pizza stone in a regular oven to reproduce

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the effect of a brick oven. Another option is grilled pizza, in which the
crust is baked directly on a barbecue grill. Greek pizza, like Chicago-
style pizza, is baked in a pan rather than directly on the bricks of the
pizza oven.

DABELI

Dabeli is a snack food of India, originating in the Kachchh region

of Gujarat. Dabeli literally means "pressed" in Gujarati language. It is a
spicy snack made by mixing boiled potatoes with a Dabeli Masala, and
putting the mixture between pav (burger bun) and served
with chutneys made from tamarind, date, garlic, red chillies, etc. and
garnished with pomegranate and roasted peanuts.

It is said to be invented by one Keshavji Gabha Chudasama alias Kesha

Malam, resident of Mandvi, Kutch in the 1960s. When he started
business he sold a dabeli at one anna or six paisa. His shop is still there
in Mandvi and business is now carried by his next generations. Dabeli
thus has its origin in Mandvi, a city of the Kutch region and even today
dabeli masala made in the city are said to be most authentic. The dabeli
is also, therefore, known as Kachchhi dabeli or Kutchi dabeli taking its
cue from the region of its origin. Bhujand Nakhatrana towns of Kutch
are also known for authentic Dabeli apart from Mandvi. And for The
prepration of the Dabeli, Bun is heated on pan and then it is filled with
the filling of boiled potato mixture, Dabeli Masala and chutney.

PANI PURI

The Pani Puri is a popular street snack in India, Pakistan, Bangladesh,

and Nepal. It consists of a round, hollow puri, fried crisp and filled with
a mixture of flavored water ("pani"), tamarind chutney, chili, chaat
masala, potato, onion and chickpeas. It is generally small enough to fit

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completely into one's mouth. It is a popular street food dish
in Mumbai, Kolkata, Delhi, Lucknow, Chandigarh, Karachi, Lahore, Chit
tagong, Dhaka andKathmandu.
In North India it is known as Gol Gappa. The name 'gol gappa' refers to
the crisp sphere (gol) that is placed in the mouth and eaten (gappa) one
at a time. Pani comes from the Hindi word for water and puri (or poori)
is the name of an Indian bread made by deep frying in oil. Dogras,
Kashmiris, Bhaderwahis, Gujjars, Paharis, Ladakhis, Himachalis of
North India called it "Gol Gappa'. It is known as bataasha in the Western
region of Uttar Pradesh. Bataasha is something which gets smashed with
application of a slight pressure; the bataasha gets smashed as soon as it
is placed inside the mouth. It is known as Phuchka in Eastern
Indian states likeBihar, Jharkhand and West Bengal, also in Bangladesh.
Because of the bursting sound in the mouth when it is eaten, called gup
chup in Odisha, Hyderabad and South Jharkhand. Gol-Gappa or Pani
Pataase in Madhya Pradesh, Gup-Chup or Gol-Gappa or Pani puri
in Chhattisgarh. In several parts of Gujarat and Kutch. It is commonly
known as pakodi
The panipuri originated from the Magadha region of India, present day
South Bihar where it is also known as phulki. The English meaning of
golgappa is "watery bread" or "crisp sphere eaten." The literal meaning
suggests that it may have originated from Varanasi. In Bengal and
specifically Kolkata, Phuchka is considered to be the king of this variety
of snacks, compared to its cousins like golgappas or panipuris. The
filling is made by lightly mashing boiled potatoes with black salt, salt,
some spices, a generous portion of tamarind pulp (made by mashing
ripe tamarind in tamarind water), chilli (powder/chopped/boiled &
pasted). The tamarind water Tetul Jol is made by mixing tamarind and
spices/ salt and making a light and tart liquid with water.

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 Name Region
Pani Ke Patashe Haryana

New Delhi, Punjab, Jammu &

Kashmir, Haryana, Jharkhand, Bihar,
Gol Gappe
Madhya Pradesh and Himachal
Pradesh in India

Pani ke bataashe / Patashi Rajasthan, Uttar Pradesh

Hilly part of neighbouring country

Nepal, Maharashtra (Mumbai and all
Panipuri the parts of Maharashtra), Madhya
Pradesh, Gujarat, Karnataka, Tamil
Nadu

West Bengal, Assam (India) and

Phuchka
Bangladesh

Odisha, South Jharkhand,

Gup chup
Chhatisgarh, Hyderabad, Telangana

Pakodi Gujarat (some parts)

Phulki Terai Part in Nepal, Madhya Pradesh

Tikki Hoshangabad (Madhya Pradesh)

Padaka Aligarh (Uttar Pradesh)

Phulki Eastern Region of Uttar Pradesh

[Source: http://en.wikipedia.org/wiki/Pani_puri]

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ALOO TIKKI

Aloo tikki is a North Indians and Pakistani snack made of boiled

potatoes, onions and various spices. "Aloo" means potato, and the word
"tikki" means a small cutlet or croquette. It is found in almost
every chaat shop or stall in Delhi as well as in other parts of India. It is
served hot along with saunth, tamarind and coriander-mint sauce, and
sometimes yogurt or chick peas.

In Pakistan, aloo tikki is very popular snack. It is usually eaten

with Naan and Chutney in breakfast or lunch as well as just with tea in
evening. It is also the popular in school cafeterias. In Mumbai, a popular
version is aloo tikki served with a spicy curry and various chutneys. It is
called "Ragda pattice" and is sold on the various chaat stalls throughout
the city and especially the Chowpatti Beach. Aloo tikki is basically
mashed potato patties mixed with coriander, Onion and spices, deep-
fried in oil and some North Indian dhabasor caf-style eateries will
sandwich the aloo with bread. In Delhi, "chandni chowk" is famous for
aloo tikki and other chats.

As with the majority of cultural and linguistic factors barring other

influences this cuisine can be found in areas that are part of
subcontinent, such as Bangladesh, Nepal, Pakistan and India.

BEDAI

A very popular street food in North India, the Bedei is a common

Rajasthani meal too. The bedai (sometimes spelled as berahi) is a fried,
puffy bread, much like kachori, served with a bowl of spicy
green sabzi dotted with hunks of potato and a dollop of curd while it is
deep fried and served with a potato curry in the North. The Bedai is a
wonderfully spicy snack that can double up as a meal too.

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NOODLES

The Noodles the type of staple food made from some type
of unleavened dough which is stretched, extruded, or rolled flat and cut
into one of a variety of shapes. While long, thin strips may be the most
common, many varieties of noodles are cut into waves, helices, tubes,
strings, or shells, or folded over, or cut into other shapes. Noodles are
usually cooked in boiling water, sometimes with cooking
oil or salt added. They are often pan-fried or deep-fried. Noodles are
often served with an accompanying sauce or in a soup. Noodles can be
refrigerated for short-term storage, or dried and stored for future use.
In the United States, noodles are flour paste products in various
shapes. In Britain, noodles generally are long, thin strips of flour paste
products. The material composition or geo cultural origin must be
specified when discussing noodles. The word derives from
the German word Nudel.

MOMOS

Momos also known as momo-cha, is one of the most popular dishes in

Nepal. They are bite-size dumplings made with a spoonful of stuffing
wrapped in dough. Momos are usually steamed, though they are
sometimes fried or steam-fried. The filling of meat or vegetables
becomes succulent as it produces an intensively flavoured broth sealed
inside the wrappers. This history of origin of momo in Nepal is
uncertain and clearly rustic in their origin. No one knows precisely how
and when the momo travelled or originated in Nepal and why it was
named momo. Since this dish is popular among the Newar community
of Kathmandu valley, one prevalent belief is that Newari traders
brought momo techniques from Lhasa, Tibet. They modified the
seasonings of the dish with available ingredients, using water buffalo
meat, and gave the dish a Nepali name. Others believe the dish was
introduced to Nepali cuisine by Tibetans who migrated to live in the
mountains of Nepal.

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3.2 The fast food market with respect to gender and age.
Every consumer has different perception as the influence of social,
personal and psychographic factors differ from one to others. The
impact of various factors that help the customers to involve in the
decision making process to make judgement towards particular brand in
the market during the buying process. Cleveland et al. (2008) stated that
these factors included the social class, family cycle, age, gender,
attitudes, beliefs, values, motivation, and self-personality among others.
Thus, the formulation and development of the marketing or business
strategy of any firm must thoroughly analyse the consumer behaviour in
the specified market before making offerings to its consumers.

However, customer perception towards fast food chains gradually

shifted with the globalisation of economies, higher travelling rate, and
entertainment sources like movies, music and the internet, that
eventually brought the cultural changes. Indeed, local players saw a
gradual shift in the customer perception and they turned this into
offering new food menu influenced by western retailers to have more
profitability and market share.

Kotler (2004) stated that customer interests, perception, awareness and

experience drive the growth of fast food companies in India.
Ramanathan and Ramanathan (2011) stated that consumer behaviour
has direct and positive relationship with the demographic features, socio
economic and psychographic traits of the individuals that quickly
change the behaviour of consumers towards fast food in the country.

Hence, recent times have noticed major shift in the behaviour of

consumers, as they now prefer to have fast food over traditional and
home cooked food, unlike the trend that was prevalent in India in the
past. Thus, the changes in the consumer behaviour enabled the
international retailers to enter the market in an attempt to gain market
share and brand presence.

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Elliot and Thrash (2002) stated that the consumers intention to buy
products depend upon various factors including the desire, perception,
past experience, the features of goods and services among other tangible
and intangible traits concerned with the individuals.

And it was seen that in Gwalior Youth is more attracted towards

Western food as compare to the Indian and Chinese and also the people
from age 40 and above like Indian Fast food in majority and also The
Both male and female show there same Interest towards the choice of
fast food.

12

10

8
Indian
6 Western
Chinese
4

0
15-20 21-30 30-40 40+

Fast food market in Gwalior with Respect to Age and choice of food

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3.3 The consumer`s consumption pattern towards fast foods
particularly with respect to the frequency of visits and choice
of fast food.
The Indian fast food habits and the customer perception towards fast
food has noticed gradual shift in the recent years as the significant
portion of the population spent more money on eating fast food from the
domestic and international retailers in the market. The sector was once
unnoticed and merely had any existence in the food and hospitality
industry but recent findings suggested that there is huge potential in the
sector as the growth rate was recorded above 30% in the recent years
(Ali et al. 2010).

Fast food and consumption patterns According to the findings of the

recent online survey from AC Nielson India being at the seventh place,
is among the top ten markets for weekly fast food consumption among
the countries of Asia-Pacific region. Over 70 per cent of urban Indians
consume food from take-away restaurants once a month or more
frequently. Survey indicates that Pizza Hut is the most preferred fast
food outlet in India. Identifying the drivers for preference of one-brand
over another, the survey results indicate that Indians (66 per cent) are
amongst the consumers who consider hygiene and cleanliness their most
important criterion for selection. A total of 24 per cent of Indians use the
quality of BFJ 109,2 184service as a decision making criterion to purchase
a fast food brands offering and 22 per cent rely on their perception of
whether a take-away brand offers them healthy food options.

Kara et al. (1995) has presented the consumers perceptions of and

preferences for fast-food restaurants in the US and Canada. According to
their study, the consumers in the age of 12 to 24 years look for variety,
price, delivery service and location in America and for price and
novelties in Canada. In the age group of 46 years to above 55 years
cleanliness, nutritional value, quality and taste are considered by
Americans and preference is given to nutritional value and seating
capacity by Canadians in identifying fast food restaurants. In the middle

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age group of 25 to 45 years, Americans preferred for speed and friendly
personnel whereas Canadians looked for speed, quality and service

35

30

25

20

15

10

0
< 30 Min. 30 min. - 1hr. >1hr

Time spend in Fast Food Outlets

Brown et al. (2000) emphasized the need for nutritional awareness and
fast food preferences of young consumers during adolescent years.
Davies and Smith (2004) have analysed the importance of nutritional
values of fast food and also information printed/disclosed by the fast
food providers in London. In addition to the factors considered for
choosing a fast food outlet, there are research studies towards the
nutritional value of fast food. A survey of more than 9,000 consumers
nationwide in US has shown that about 25 percent of those who eat fast
foods and drink sugary, carbonated soft drinks generally consume more
calories, fats, carbohydrates, added sugars and proteins than those who
do not (Bowman, 2005).

Sabnavis (2008) cited that consumers now made frequent visits to fast
food chains in metro and urban cities in the country and moreover, the
small cities and towns have also been looking forward to welcome the
fast food retailers in their locations with the increased awareness among
the public in the markets. Batte et al. (2007), Goyal and Singh (2007)
believed that choice of fast food stores among Indians was largely

Page | 25
influenced by their socio demographic characteristics such as disposable
income level, family size, education level, cultural background, age
factor, religion, etc.

25

20

15

10

0
Indian Western Chinese

Choice of fast Food

In Gwalior Majority of the people Spend between 30 min and 1 hour in

the Fast food Outlet where as only 9 people and 6 people out of 50
spend more than 1 hour and less than 30 minutes respectively.

Page | 26
3.4 The consumer`s spending behaviour on fast food and
their preference of fast food restaurants

The dietary and eating habits of Indians are rapidly changing. This has
made outdoor eating popular and the need for fast foods intense
(Sakhale et al., 2011). Snack foods have always found an important
place in a common persons daily diet. According to the Majority of Fast
food Owner the Spending power of the Customer is increased in last 2 to
3 years (as per the Research data Analysis) Rating of fast food outlets
attributes with a view to identify major attributes for choosing eating
outlets, the data were collected on six attributes of fast food outlets.

[Major attributes for choosing Eating outlets]

Fast food behavior was measured using a survey instrument specifically

developed to explore The consumer`s spending behavior on fast food
and their preference of fast food restaurants in Gwalior. The face

Page | 27
validity of the survey instrument was assessed through an in-person
interview, which was conducted with an individual from Gwalior to test
its cultural appropriateness as well as with individuals from other cities
who emigrated from their region to Gwalior. However, no formal test of
validity was performed. The questionnaire asked participants how they
define fast food, about the frequency of fast food dining and buying
snacks/desserts outside the home, whether or not they enjoyed eating at
fast food restaurants, and the reasons for eating at fast food restaurants.
Furthermore, a question on buying food from a local street vendor was
included in the questionnaire, given that in developing countries such as
India, buying food from a street vendor is an affordable and convenient
meal option when eating outside the home. In addition, questions were
asked about the frequency of eating at specific fast food restaurants and
traditional restaurants not considered fast food. It is important to note
that many of the participants rarely patronized fast food restaurants, so
the questions pertaining to frequency of eating outside the home,
originally given in days per week, are presented as the average number
of times per year.

There were only 3 people (out of 50) reported that they are not ready to
spend more than Rs.50 on Fast food whereas 12 peoples are ready to pay
more than Rs.200 for Fast food. Consequently 35 people are ready to pay
between Rs.50 to Rs.200.So In majority in Gwalior people are ready to
pay Rs.50 to Rs200 only for the fast food. Similarly In Gwalior People
prefer to both Indian and Western food offering outlets as 20 prefer
Indian as well as 21 prefer to have Western Food.

Page | 28
 CHAPTER-4

GRAPHICAL REPRESENTATION

Page | 29
[1] Do you use fast-food services in the area?

YES
NO
Can't Say

[2] How often do you eat out?

Every Day
Once Per Week
Twice Per Weeek

Page | 30
[3] What do you prefer to eat?

Indian
Western
Chinese

[4] What else do you buy when purchasing fast food?

Carbonated Drink

Coffee/Tea

Others

Page | 31
 [5] With whom you mostly visit Fast food outlets?

By Myself
With family
With Friends

[6] How much time you spend in the outlet?

< 30 Min.
30 min. - 1hr.
>1hr

Page | 32
[7] How much are you prepared to pay for fast-food?

< Rs. 50
Rs. 50 - Rs. 200
> Rs. 200

[8] Do you think there is a need of new fast food outlets in

Gwalior?

Yes
No
Can't Say

Page | 33
[9] For what you visit outlet?

For Celebration
For Meetings
Because Of Fast Service
others

Page | 34
CHAPTER-5

FINDINGS & CONCLUSION

LIMITATIONS

RECOMMENDATIONS

Page | 35
 FINDINGS
I had effectively carried out primary and secondary data methods to
ensure the accomplishment of research objectives. I spent substantial
time in gathering data and information from various secondary sources
and equally emphasized on the sample of population for the primary
data findings. The data analysis was carried out to discuss and underpin
the issues using the broad as well as narrow analysis approach.
However, Popularity of Fast food remained the underlying basis and
inseparable part of the overall research report that aimed to explore and
test the various theories in context to research subject.

The following conclusions could be drawn from the results of the

present study:

Majority of the persons are using the fast food services in the city.
Young, unmarried, working professionals having own lifestyle
and well educated persons forms major consumer segment in fast
food sector. Male and female gender has equal lifestyle behaviour
with regard to consumption of fast food.
Consumers like to have a carbonated drinks with their fast food
followed with tea and coffee.
Consumers like to enjoy their Food with family and friends and
least like to consume alone.
In Gwalior consumers are ready to pay Between Rs.50 and Rs.200
and very few with spending limit less than Rs.50.
Young consumers have lifestyle behaviour of consuming fast food
for about four times in a month which shows that fast food
consumption trend in Gwalior city is growing and has lot of
market potential in future where as the elder persons are
consuming ones or twice in month..
Page | 36
 Taste, convenience and alternate to home food were found to be
major reasons for consuming fast food by the consumers.
Consumers are spending considerable amount of their income for
eating outside due to convenient lifestyle as it saves their time.
Young consumers preferred major fast food types such as
burgers, pizzas and burgers with spicy flavours.
Elder consumers prefer Indian Fast food.
Food restaurants provide satisfaction to the consumers in the form
of matching their taste needs and relaxation with friends.
Male and female consumers differed in their spending behaviour
on fast food with respect to consumption expenditure.
Majority of the consumers think that there is the need of the new
fast food restaurants in Gwalior.

Page | 37
 CONCLUSION
As derived from the data available:

In Gwalior so many variety of fast food are popular that include

Indian Fast food (Samosa, Kachori, Dabeli, Poha, pav bhaji etc.),
Western Fast food (Pizza, Pasta, Burger etc) and Chinese fast food
(Noodles, Momos etc.)

The fast food market in Gwalior has become an inseparable part of

food consumption of the public and apart from traditional
restaurants and traditional food there Interest was generated
towards fast food outlets and fast food consumption. Male and
female gender has equal lifestyle behaviour with regard to
consumption of fast food. Young, unmarried, working
professionals having own lifestyle and well educated persons
forms major consumer segment in fast food sector.

Young consumers have lifestyle behaviour of consuming fast food

for about four times in a month which shows that fast food
consumption trend in Gwalior city is growing and has lot of
market potential in future where as the elder persons are
consuming ones or twice in month. Fast food emerged in the
Gwalior in the beginning of last decade when number of domestic
retailers from organised and unorganised market began to offer
the food other than the traditional and customary food. The
availability of fast food stores soon became popular in the markets
and very recently entry of international fast food retailers such as
McDonalds and Dominos increased the competition as well as
awareness in the market. As the size of market grew, the consumer
behaviour gradually turned to adopt the fast food in the daily life
of the consumers.

Page | 38
 The post liberalisation period in Gwalior facilitated competitive
advantage for many sectors and fast food sector was one of them.
The accumulation in the GDP undoubtedly helped to increase the
per capita income and eventually, the customer spending power
towards Fast food. The food was originally related to the local
tradition and also to the overseas counterpart consequently, the
open market improved the standard of living of the consumers
and they began to raise their knowledge towards the changes in
the society and environment. Moreover, the GDP grew and so did
the consumer spending in the market.

Page | 39
 LIMITATIONS

This research had a few limitations, which are:-

Constraints of time As I am a full time student in the Institute so

it is difficult to collect data from tourists & respondents. Hence, I

have to rely much on secondary data.

Financial problem - As I am a student and have no source of

income I have to manage and complete the research from my

pocket money so, there is a quite difficulty in completing my

research.

Difficulties in collecting of first hand data

Lack of co-operation between the researcher and the data giver

Lack of Resources - There is a lack of resources from where I can

get the information; the most important resource which is lacking

is time and money.

Page | 40
 RECOMMENDATIONS

Scope: - In Gwalior there is lot of scope for the new fast food outlets as

82 % of the respondents to the survey (total: 50 person) said that there is

a need for more choice in the fast food restaurant in Gwalior.

Menu items and Rate: - In Gwalior citizen (Youth) prefer Western Fast

food so the menu should consist of more item from western fast food

and less of Indian. And the rate of the item should be in between Rs.50

to Rs.200 as very few of the people are ready to pay more than Rs.200.

Possible target market: - As this was concluded from the survey Youth

is more concerned in eating fast food and in fast food western food is

favoured by the youth.

Reason of Eating out: - Celebration is one of the important reasons for

eating out so, it was recommended that the new fast food outlet

premises should build the outlet by keeping the celebration factor in

mind. Apart from using the traditional row system, two or three party

halls may be introduced.

Time Spend in the Outlet: - According to the survey it was seen that the

people normally spend 30 minutes to 1hour in an outlet. So the owner

should kept this factor in the mind and should plan the layout (dcor

and Theme) of the outlet according to this factor.

Page | 41
annexure

BIBLIOGRAPHY

QUESTIONNAIRE

Page | 42
 BIBLIOGRAPHY

MAGAZINES AND PERIODICALS

India Today

NEWSPAPERS

Times of india

Dainik Bhaskar
Nai Dunia

WEBSITES

http://www.thefreedictionary.com/fast+food

http://health.allrefer.com/health/fast-foods-info.html

http://en.wikipedia.org/wiki/Fast_food

http://www.foodnavigator-asia.com/Markets/Fast-food-growth-

rate-set-to-be-a-whopper-in-India

http:/www.ijfans.com/currentissue.html
http://ekikrat.in/Gol-Gappa

http://tasteofnepal.blogspot.in/2013/07/momos-or-dumplings.html

http://www.delhitourism.gov.in/delhitourism/eating_out/purani_

delhi_food.jsp

REFERENCES

[1] Goyal, A. and Singh, N.P.(2007), Consumer perception about fast

food in India: an exploratory Study, British Food Journal, Vol.

109 No. 2, [pp.182-187]

Page | 43
[2] Minal Kashyap, Komal Kashyap, Dr. Anil Sarda (2013), A Study

of Growth of Fast Food Industry with Reference to Shift in

Consumers Buying Habits in Nagpur City ISSN 2319 4847

Special Issue for National Conference On Recent Advances in

Technology and Management for Integrated Growth 2013

(RATMIG 2013)

[3] Y Prabhavathi, N T Krishna Kishore, M. Ramesh Kumar

(2014), Consumer Preference and Spending Pattern in Indian

Fast Food industry International Journal of Scientific and

Research Publications, Volume 4, Issue 2, February 2014

[4] Mr M Vijayabaskar, Dr Sundaram N. (2012), A market Study on

key determinants of ready to eat/ cook products with respect to

tier-i cities in southern India Indian Food Journal, Vol. 2 , [pp.

168 - 170]

[5] Khurshid Anwar Warsi and Syeedun nisa (2005) , Food

retailing : fast food industry

[6] Jaydeep Mukherjee, Market Development by Multinational

Brands :Empirical Evidence from Indian Fast Food Retailing

business ASBBS Annual Conference: Las Vegas in February

2013[pp.473-483]

Page | 44
[7] Jaya Shankar Kaushik, Manish Narang and Ankit Parakh (2011)

Fast Food Consumption in Children INDIAN PEDIATRICS,

VOLUME 48__FEBRUARY 17, 2011[PP.97-101]

[8] Arya S. S. and Madiwale G (2012) Preservation of Ready-To-

Prepare (RTP) Samosa Sheets PAK. J. FOOD SCI., 22(4), 2012:

197-205 ISSN: 2226-5899

[9] Vasundhara Agrawal and Rupali Sengupta (2014),Baked

Kachori INTERNATIONAL JOURNAL OF FOOD AND

NUTRITIONAL SCIENCES Vol.3, Iss.3, Apr-Jun 2014[pp. 175-181]

Page | 45
 QUESTIONNAIRE
Name : _______________________ Age : ____________________
Gender : MALE FEMALE Contact : ____________________

Occupation : _______________________ Email Id :

Address : _____________________________________________________________
_______________________________________

[1] Do you use fast-food services in the area?

Yes No Cant say

[2] How often do you eat out?

Every day Ones per week Twice per month

[3] What do you prefer to eat?

Indian Western Chinese

[4] What else do you buy when purchasing fast food?

Carbonated drink coffee, tea other

[5] With whom you mostly visit Fast food outlets?

By myself with family with friends

[6] How much time you spend in the outlet?

< 30 min 30 min. 1 hour > 1 hour

[7] How much are you prepared to pay for fast-food?

< Rs. 50 Rs. 50 Rs.200 > Rs.200

[8] Do you think there is a need of new fast food outlets in Gwalior?

Yes No cant say

[9] For what you visit outlet?

For celebration Because of Fast Ser. for meetings

Others ____________________________________________________________

[10]What is your favourite Fast food?

a.___________________________ b. __________________________

Page | 46
 QUESTIONNAIRE
I am a Student of IHM, GWALIOR, making a Project on
Popularity of Fast food in Gwalior . The Purpose of questionnaire
is academic research that would be conducted by me and the data
would be secret. Kindly give your precious time to fill the
questionnaire.
Name of Outlet: __________________________ Operating Since: __________

Number of staff working: ___________________Operating time: ___________

Name of Owner/Company: __________________________________________

Address:
_______________________________________________________
______________________________________
City : _____________________ State: ________________________

Q. What type of food do you serve/offer?

Western Indian Both

[2] What is your predominate age of your customer?

< 25 25-40 > 40

[3]What is the average Bill amount in your outlet?

<50 50-200 >200

[4]What is the change in the trend in the fast food popularity that you have
witness in last 2-4 years?

More Westernized More QSR

Spending Power Increased Nothing

[5]Who are in your closest competitor?

a.___________________________ b. __________________________

Page | 47