Introduction In this modern era where the flows of customers are increasing towards fast food restaurants it is more challenging to offer good customers service. It is also imperative that you maintain a high degree of consistency in your offerings which prevents you from alienating your customers. The Philippine Star (1997) described the Filipinos are fast food lovers. They enjoy tasty meals. They go to restaurants serving smorgasbords in a luncheon or supper buffet offerings a variety of foods and dishes. These restaurants most especially attract students. They are the group of people that regularly patronize fast foodFast Food restaurants which accounts for the sudden boom in the fast food industry. To become successful in the industry the company must knows the preference of their consumer towards fast foods restaurant. Fast food restaurants are a breakthrough from traditional catering methods and standards. They have resulted in more sophisticated operations and styles for services. They have provided flexibility and comfort with reasonable prices. Their services are within the level of that can satisfy customers with various tastes drives and upbringing. Customer satisfaction has been one of the measurable objectives of other service-oriented establishments. It is to the satisfaction of the customer?s needs that the business strives. Research Objective In this research aims to determine the preferences of the customer towards fast food restaurant. And specifically it aims to answer the ff. questions: 1. What is the consumer demographic profile most likely to purchase our product? 2. What is the frequency and kinds of foods they most likely to purchase in a fast food restaurant? 3. Do our customers purchase based on price? The Methodology Research Approach A research problem might state the need to identify or determine the consumer preferences towards fast foods restaurants. The proposed methodology is a descriptive research because it is the best method to collect data get the proper information and confirm the findings. Research 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. We are also concerned about the pricing of the product that whether it should be priced same as that of normal fast food or the customers would be willing to pay a premium for healthy food. But before launching that product we want to know that Is it worth it to our fast food restaurant to market healthy food?. To answer this management decision problem we intend to conduct a marketing research within the region of West Delhi. Introduction * What is fast food? Definition1. Fast food have been defined by Bender and Bender (1995) as a general term used for a limited menu of foods that lend themselves to production-line techniques; suppliers tend to specialize in products such as hamburgers pizzas chicken or sandwiches?. Definition2. In Data Monitor?s (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. Definition3. As per the free dictionary? fast food is inexpensive food such as hamburgers and fried chicken prepared and served quickly?. Definition4.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 * Why fast food? * Brief history of fast food industry in India * Fast food industry trend facts and figures key players in India * According to a study by the Tata Strategic Management Group the size of the Indian health-and-wellness food? Research Objectives To examine the most popular fast food among UMP students. To identify the effect of fast food consumption to the UMP students? life. To investigate the awareness level of the effect of fast food consumption among UMP student. What is the most popular fast food among UMP? What is the effect of fast food consumption to the UMP students? life? What is the awareness level of the effect of fast food consumption among UMP students? participant UMP Students Faculty of Technology 60 respondents 30 males and 30 females”
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