INTRODUCTION

1.1 Concept:

Food is any substance consumed to provide nutritional support to the body. Food is

divided into various categories viz. comfort food, natural food, slow food, fast food,

organic food, junk food, whole food and street food. Among all these, fast food is the

most popular category of food consumed by the youth nowadays. It is considered the

most easy and convenient way of obtaining food.

Fast food is a type of food that is prepared and served very quickly, it was first

popularized in the 1950s in the United State. Any meal with low preparation time can be

considered as fast food, but fast food typically refers to food sold in a restaurant or

stored with preheated or precooked ingredients, and served to the customer in a

packaged form for take away / take out. Fast food is quick, convenient food that is easily

accessible, requires little preparation, and is inexpensive.

The study reveals the meaning of fast food, it moves on to fast food industry in India.

The fast food industry in India has evolved with the changing lifestyles of the young

Indian population. The basic purpose is to decrease the cooking and serving time. The

diversity of Indian cuisine possess logistical problems when it comes to handling.

Hence it is common to serve different cuisines at different counters within the same

premises. Popular formats of fast food business in India have the following features in

common:

 Wide opening on the road side

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 Easy to maintain and durable décor

 A cash counter where food coupons are sold

 A food delivery counter which invariably is granite topped

 Additional counters for Ice Creams, Chats, Beverages, etc.

 A well fitted kitchen located so as to be visible to the customers

 Tall tables, usually of stainless steel, where one can eat while standing

 Drinking water with a water filter is available.

 Rust-proof and non-breakable crockery.

In India there are no much chain structured fast food except a few international fast food

chains like KFC, Pizza Hut, domino’s pizza, etc. and Monginis the only Indian chain

which boasts hundreds of outlets and is present across India.

1.2 Objectives of project:

Nowadays there are many fast food outlets being opened in and around Margao city.

The consumption also has increased among youth. in free time or part time all youth are

crazy for fast food. It was found interesting to know that everyone likes to consume fast

food. With this background in mind the objectives of the study are as follows:

1) To find out the Individual spending habits on different items.

2) To study the most frequently consumed food items.

3) To analyse various factors influencing their spending habits.

4) To study the reasons leading to increase in consumption of fast food among youth.

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1.3 Study area

(A) The study was undertaken in the city of Margao only.

(B) The study is confined to selected outlets such as Domino’s pizza, KFC, Monginis, Pizza

Hut and sweet dreams.

(C) It is based on data collected by surveying the youth of Margao.

1.4 Scope of the study:

The study enables to know the spending habit of youth on fast food outlets as well

as to identify the most popular fast food outlets among youth. It also enables to

know what is the amount spent individually as well as in group. The reason for

preferring selective outlet is also known through this study.

1.5 Methodology:

The data collected for the study is based on primary as well as secondary sources.

A survey instrument in the form of close ended questionnaire was developed for

the purpose of collecting data for the study. For the study a sample of 250

respondents was selected from different parts within the Margao city. The

questionnaire was distributed personally. Our respondents included both working

and non-working youth of age ranging between 17-25 years. The secondary data

was collected by referring journals, menu cards, websites etc.

1.6 Chapter Scheme:

As we conclude this project we are filled with a sense of satisfaction of having achieved

what we set to.

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Chapter 1 was an introductory chapter presenting objectives, area under study, scope

and methodology.

In chapter 2 we have enumerated everything about fast food in detail which includes

meaning of fast food, fast food in India, fast food industry in India, advantages and

disadvantages of fast food, distinction between fast food, junk food and street food,

brief information about junk food and street food and Goan street food and its types.

Chapter 3 is all about various outlets under our study. It includes detailed information

about KFC, Monginis, Domino’s pizza, Pizza hut and Sweet dreams. Chapter 4 is the

most important chapter which includes the analysis part. A sample survey of 250

respondents was conducted and the results of the survey are shown graphically using pie

charts.

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 2.1 History of fast food:

The concept of ready cooked food for sale is closely connected with urban

development. In ancient Rome cities had street stands that sold bread and wine. A

fixture of East Asian cities is the noodle shop. In the French speaking nations of

west Africa, roadside stand in and around the larger cities continue to sell- as they

have done for generations a range of ready to eat grilled meat sticks known locally

as brochelts. Popular Indian fast food dishes include vada pav, panipuri and

dahivada.

2.2 History of fast food in India:

The fast food in India has evolved with the changing lifestyle population. Many of

the traditional dishes have been adapted to suit the emerging fast food outlets. The

basic adaptation is to decrease the processing and serving time. In its traditional

version, a plate or a banana leaf was first laid down on the floor or table. Several

helpers then waited on the diner, doling out different dishes and refilling as they

got over in the plate. It may take some time for the local enterprises to mature to

the level of international players in the field.

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2.3 DEFINITION:

Fast food is the item that can be prepared and served very quickly (Webster

dictionary, 1951), encyclopaedia Wikipedia defines fast food as “food sold in a

restaurant or stores with preheated or precooked ingredients and served to

customers in a package form for take-out/take away”. Because of the commercial

emphasis on speed, uniformity and low cost, fast food products are often made

with the ingredients formulated to achieve a certain flavour, consistency and to

preserve freshness. Fast food industry is one of the world’s fastest growing sector

in food industry. However, over the period of time, with growth in the number of

nuclear families, economic growth and increasing per capita income as well as

globalisation, fast food culture gained prominence in India. The study reveals that,

the average visits made by the respondents was three times in a month and that

young consumer lifestyle trend consists of taste, convenience and seeking

alternate food items which formed the major reason for consuming fast food.

2.4 Fast Food industry in India:

The emergence of the fast food industry has, transformed urban food culture in

India to some extent. In India, fast food culture emerged after independence.

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Eating at home used to be a significant aspect of Indian culture. However, over a

period of time, with a growth in the number of nuclear families, economic growth

and increasing 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 and western cuisine which accelerated their desire for cheap

and delicious fast food. Moreover, fast food costs less than traditional meals

commencing with appetizer and concluding with dessert. With the liberalization

of the economy in 1992, new multinational fast food giants targeted India as a

huge potential market with their outlets. Changing consumer behaviour and

favourable demographics led India to witness a tremendous growth in fast.

Major players in fast food industry are:

McDonald’s

KFC

Pizza huts

Domino’s pizza

Monginis

The main reason behind the success of the multinational chains is their expertise

in product development, sourcing practices, quality standards, service levels and

standardized operating procedures in their restaurants, a strength that they have

developed over years of experience around the world.

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2.5 Fast food in Goa:

Fast food originated in Goa in the form of road side vendor (popularly known as

‘Gados’), who are engaged in providing fast food items such as vada-pav, samosa,

mirchi and patato pakoda (kappas). One of the most unique and popular fast food

items which is only available during evening hours is “Rus Omlet”. Recently

many other domestic and multinational fast food joints have entered the Goan

market. Dominos was First multinational fast food joint to be established in Goa.

2.6 Merits of fast foods:

For people on the move, fast food is the top choice for a meal. The food is readily

available and preparation doesn’t require much time. This is perfect for people who

don’t have a lot of free time due to their job or lifestyle. This type of food generally

pleases the taste buds of many people.

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a) Fast Food Saves Time: Fast food saves time in today’s fast-paced society. Since such

food requires very little preparation time, it is suitable for people who are extremely

busy. In addition, fast food is also designed to come in small packaging so that people

can consume it while performing their routine work.

b) Freshness: Because of high turnover, the food is always freshly made.

c) Light on the Wallet: Eating fast food can save a lot of money for large families,

students, new entrants into the workforce and anyone else looking to eat out without

spending too much money. Many fast food chains offer discount menu with meals at an

extremely reasonably price.

d) Reliability: The same food is served every time . The flavour of the food is same

every time. There are no unpleasant surprises and strange taste.

e) Getting healthier: Many fast food places are now offering healthier options to keep up

with popular demand. In addition to typical fast food favourites such as burgers and

fries, most fast food places are now offering healthy alternatives such as salads, grilled

chicken, yogurt, fruits and wraps. Some of the foods can be really healthy even if they

are made fast.

2.7 Demerits of fast food

Although fast food meets some important needs of consumers, there are several

problems associated with eating such food frequently. The serious problems are briefly

outlined below:

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 a) Health effects: It is well-known that fast food can have serious adverse effects upon

health if consumed frequently. More seriously, it can severely affect the long-term

health of youth who eat such foods frequently.

b) Food Poisoning: In the West, food poisoning could occur if the processed meat is

contaminated by bacteria. In India, there is the additional problem that many fast food

outlets are not very hygienic where food poisoning becomes a possibility.

c) Loss of food culture: Food is an important part of the culture of any community. With

changing lifestyles and the advent of fast food, traditional foods may slowly disappear

from our tables and our society.

2.8 Reasons for the growth of fast food

 Gender role:

Gender role are now changing. Females have started working outside. So, they

have no time for their home and cooking food. Fast food can be easily prepared

and served.

 Customer sophistication and confidence:

Consumers are becoming more sophisticated now. They do not want to prepare

food and spend their time and energy in household works.

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 Paucity of time:

People have no time for cooking, because of emergence of working women and

also number of their entertainment items. Most of these people work or want to

enjoy with their family.

 Double income group:

Emergence of double income group leads to increase in disposal income. Now

people have more disposable income so they can spend easily in fast food and

other activities.

 Larger population

India being a second largest country in terms of population possesses a large

potential market for all the product/services. This results into entry of large

number of fast food players in the country. Relaxation in rules and regulation,

with the economic liberalization of 1991, most of the tariff and non-tariff barriers

from the Indian boundaries are either removed or minimized.

This helped significantly the MNC’s to enter in the country.

2.9 Difference between Fast Food, Junk Food, and Street Food

It is incorrect to use the terms fast food, junk food, and street food

interchangeably, yet we do. The three categories overlap each other in many ways,

but they are distinctively different.

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 2.9.1 Fast food is defined as quick, convenient food that is easily accessible,

requires little preparation, and is inexpensive. Typically, it is purchased from a

fast food restaurant chain by placing an order at a counter.

Examples: Pizza, hamburgers, hot dogs, French fries, fried chicken, grilled

cheese sandwiches, deli meats sandwiches, crepes, and donuts.

2.9.2 Junk food is also defined as quick, convenient, accessible, and cheap. But

such foods consist mainly of what is termed empty calories because the nutritional

content is poor. They can be purchased from any food stalls where food items are

sold.

Description
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 Junk food also targets children. The deliberate addition of colours makes it

visually appealing, while flavour enhancements and textures lead to the appetite

for over-consumption. The trans-fat and saturated fats, sugars, sodium, calories,

preservatives (to ensure the longest possible shelf life), and other artificial

ingredients render no health benefits at all.

Advantages of consuming junk food are similar to those of fast foods. It is also

easier to eat just about anywhere, including on-the-go.

Disadvantages too are similar, but there are additional additives, including

artificial colouring, high fructose corn syrup, sugar substitutes, all of which may

be carcinogenic.

Examples: Popcorn, potato chips, corn chips, onion rings, pretzels, processed and

pre-packaged cookies, candy, soda; even some cereals.

 2.9.3 Street food too is generally quick, convenient, and inexpensive. It is readily

obtained from a cart or truck parked on a street, or from temporary stands at fairs

and marketplaces. Quite often, there are strong cultural ties.

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 Description

Street food, can be a healthier choice. Vendors lean more towards providing a

tasty sample of authentic ethnic and/ or regional foods at cheaper prices.

Advantages: Street foods are also convenient, easily accessible, cheap, and can

provide more or better nutrition. Many of them are made with fresh vegetables,

fruits, and grains with cooking techniques such as boiling and grilling. They can

provide essential vitamins, minerals, proteins, another nutrients.

Disadvantages: If not washed properly, left unrefrigerated, prepared or cooked in/

with unclean equipment or water, is under-cooked, or the vendor is not keen on

personal hygiene, consumption of street foods can lead to botulism from

Salmonella and the E. coli bacteria as well as other diseases.

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 Examples: Bhel puri, Pani Puri, vada pav, bhaji’s, batata vadas etc. Some of the

Goan street food include Ros omelette, cutlet pao, and chorizo pao, egg pattis etc.

2.10 Street food-Goan Street Food

Definition of street food provided by the Food and Agriculture organisation (FAO) is as

follows:

“Street foods are ready to eat foods and beverages prepared and/or sold by vendors and

hawkers especially in street and other similar public places.”

This definition emphasizes the retail location on the street, with foods sold from

pushcarts, bicycles, baskets or poles or from stalls that do not have four permanent

walls.

2.10.1 Types Goan street food

1. Ros-omelette or rus-omelette:

People will line up at the omelette gadda at 7pm where a fluffy yellow omelette with

finely chopped coriander and onions is laid out on a plate and topped with thick spicy

brown coloured chicken coconut curry and sprinkled with lime juice. Rus omelette with

some Goan pao will keep you full through the night. Rus omelette is also available in a

mutton gravy variant.

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2. Cutlet pao:

A piece of meat hammered and battered, marinated in a drop of vinegar and fried crisp

with a coating of rava or bread crumbs. This flattened cutlet is nicely tucked into a large

Goan poiee or pao ( Goan bread fried in an earthen oven and coated with rice husk). A

bonus will be a cutlet pao with some ketchup and butter. A must have from road side

gadda.

3. Choriso pao:

It is also known as sausage bread or sausage pao, a combination of Goan choriso (pork

sausage) steamed or fried in pork fat and stuffed into bread. Goan sausage or choriso is

pork meat cut into pieces marinated with vinegar and red chilly masala stuffed in an

edible dry animal intestine and stringed together into a long tube. Sausages can be

stored in the refrigerator for months together. Sausage bread is delicious when the bread

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 inside is soaked with some sorpatel (popular Goan pork curry made by chopping pork

meat and fat, and cooking it in vinegar and oil with some spicy masala).

4. Croquette:

A Spanish delicacy which is a small deep fried, finely ground beef roll coated with rava

or bread crumbs. The corquette gets its acquired taste depending on how the ground

meat was cooked. The beef is usually cooked with green chillies, ginger and garlic.

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3.1 Fast food outlets in Margao:

1) KFC

Kentucky Fried Chicken (KFC) is a fast food restaurant chain that specializes in

fried chicken and is headquartered in Louisville, Kentucky, in the United States. It

is the world's second largest restaurant chain (as measured by sales) after

McDonald's, with 18,875 outlets in 118 countries and territories as of December

2013. The company is a subsidiary of Yum! Brands, a restaurant company that

also owns the Pizza Hut and Taco Bell chains.

KFC was founded by Harland Sanders, an entrepreneur who began selling fried

chicken from his roadside restaurant in Corbin, Kentucky, during the Great

Depression. Sanders identified the potential of the restaurant franchising

concept, and the first "Kentucky Fried Chicken" franchise opened in Utah in 1952.

KFC popularized chicken in the fast food industry, diversifying the market by

challenging the established dominance of the hamburger. By branding himself as

"Colonel Sanders", Harland became a prominent figure of American cultural

history, and his image remains widely used in KFC advertising. However, the

company's rapid expansion saw it overwhelm the ageing Sanders, and in 1964 he

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sold the company to a group of investors led by John Y. Brown, Jr. and Jack C.

Massey.

KFC was one of the first fast food chains to expand internationally, opening

outlets in Canada, the United Kingdom, Mexico, and Jamaica by the mid-1960s.

Throughout the 1970s and 1980s, KFC experienced mixed fortunes domestically,

as it went through a series of changes in corporate ownership with little or no

experience in the restaurant business. In the early 1970s, KFC was sold to the

spirits distributor Heublein, which was taken over by the R.J. Reynolds food and

tobacco conglomerate, who sold the chain to PepsiCo. The chain continued to

expand overseas, however, and in 1987 KFC became the first Western restaurant

chain to open in China. The chain has since then expanded rapidly in China,

which is now the company's single largest market. PepsiCo spun off its

restaurants division as Tricon Global Restaurants, which later changed its name

to Yum! Brands.

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 KFC's original product is pressure fried chicken pieces, seasoned with Sanders'

recipe of 11 herbs and spices. The constituents of the recipe represent a notable

trade secret. Larger portions of fried chicken are served in a cardboard "bucket",

which has become a well known feature of the chain since it was first introduced

by franchisee Pete Harman in 1957. Since the early 1990s, KFC has expanded its

menu to offer other chicken products such as chicken fillet burgers and wraps, as

well as salads and side dishes, such as French fries and coleslaw, desserts, and

soft drinks, the latter was often supplied by PepsiCo. KFC is known for its former

and current slogan "Finger Lickin' Good", which was replaced by "Nobody does

chicken like KFC" and "So good" in the interim.

KFC restaurant in Margao-Goa

KFC -Chicken Restaurant

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Fast-food chain known for its buckets of fried chicken, plus wings & sides.

Address: Shop No 15, L&L Corial Pride Building, Next to New District Collectorate

Office Building, Near Kadamba Bus Terminus, Panjim Highway, Margao, Goa 403602

Working hours:· 11AM–11PM

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2) Sweet dreams

Sweet dreams was established in the year 2009. It is owned by MR. Atul

Virginkar. It is located opposite to Fatima Convent, in Woodland Hotel Margao-

Goa. It operates from 8am to 11pm. There is no self-services in Sweet Dreams.

The customers are provided with ample seats for sitting. Almost all age group of

customers visit this outlet, majority of consumers belong to the student

community. There is direct competition from Monginis and Pastry Palace, but

however their products are quiet affordable compared to competitors in terms

price.

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Sweet Dreams Menu

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 3) Monginis

Monginis is an Indian bakery. It is chain based in Mumbai with outlets in different cities in

India and Egypt. Monginis was ranked 256th among India's most trusted brands according

to the Brand Trust Report 2014, a study conducted by Trust Research Advisory, a brand

analytics company.

History

Early in the 20th century, two Italian brothers ran a catering service in Mumbai's Fort

precinct, which was popular with the city's European residents. In 1958, Monginis catering

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was taken over by the Khorakiwala family, and became Monginis Foods Limited.[4] In

1971, the company adopted the franchise model of business, with a stated emphasis on

localized production for local tastes. It also models itself on the "food boutique" concept,

focusing on quality, presentation and service. It has thereby expanded its brand and reach

across the country with a total worth of about 950 million rupees by 2012.

Products

Monginis sells ready-made as well as order-made cakes for catering or carry-out.

Individual cake slices are also kept in Monginis stores for dine-in customers. The

chain sells both Indian and Western savouries, including samosas, puffs, cutlets

and doughnuts. Apart from these, snack foods and breads are also sold at

Monginis shops. Monginis has a product line for diabetics, and offers themed

products during festivals. The Egyptian brand has called itself Monginis bakery

producing chocolates, cakes, pastries and oriental sweets. Fast food snacks include

more than 50 items. Monginis also produce more than 30 different gateaux.

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 4) Pizza Hut

Pizza Hut is an American restaurant chain and international franchise, known for pizza

and side dishes. It is now corporately known as Pizza Hut, Inc. and is a subsidiary of Yum!

Brands, Inc., the world's largest restaurant company. In 2015, the company had more than

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6,000 Pizza Hut restaurants in the United States of America and 5,139 store locations in 94

other countries and territories worldwide. Pizza Hut has a total of 11,139 branches

worldwide. The original Pizza Hut building, opened on June 15, 1958 at the corner of

Kellogg and Bluff by brothers Frank and Dan Carney, both students at Wichita State

University. The company announced a rebrand to begin on November 19, 2014. The

rebrand is the result of an effort to increase sales, which dropped in the previous two years.

The menu will be expanded to introduce various items such as crust flavours and eleven

new specialty pies. Work uniforms for employees were also refreshed.

Pizza Hut is split into several different restaurant formats; the original family-style dine-in

locations; store front delivery and carry-out locations; and hybrid locations that have carry-

out, delivery, and dine-in options. Some full-size Pizza Hut locations have a lunch buffet,

with "all-you-can-eat" pizza, salad, bread sticks, and a pasta bar. Pizza Hut has a number of

other business concepts that are different from the store type; Pizza Hut "Bistro" locations

are "Red Roofs" which have an expanded menu and slightly more upscale options.

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 5) Dominos

Domino's Pizza is an American restaurant chain and international franchise pizza

delivery corporation headquartered at the Domino Farms Office Park United

States. Founded in 1960, Domino's is the second-largest pizza chain in the United

States after Pizza Hut with more than 10,000 corporate and franchised stores in 70

countries. Domino's Pizza was sold to Bain Capital in 1998 and went public in

2004.It is listed on New York stock exchange. The dominos brand was founded in

the United States of America in 1960 by Tom Monaghan and his brother James in

the form of a small store. Since then, their business has grown into a global network

of over 8,500 pizza stores in more than 60 countries, involving over 2,000

franchises. Over its 55 years history, dominos has developed a simple business

model focused on delivering quality pizza in a timely manner.

The company was incorporated on 26 March 1995 as Domino's Pizza India

Private Ltd and began operations in 1996. The company opened India's first

Domino's Pizza outlet in New Delhi in 1996. India was Domino's third-largest

market in 2013, behind the United States and United Kingdom. Domino's Pizza

operates 749 stores in 152 Indian cities as of May 2014. It operates 4 Domino's

Pizza outlets in Sri Lanka, while there are currently no outlets in Bangladesh and

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Nepal. Mr. Shyam S. Bhatia and Mr. Hari S. Bhatia are the promoters of the

company in India. Domino’s pizzas India has its network in 55 cities, in 20 states

and union territories (as on 31st august 2009). According to the India retail 2014,

dominos is the largest pizza chain and the fastest growing multinational fast food

chain.

Dominos vision is focused on “exceptional people on a mission to be the best

delivery company in the world!” Dominos is committed to bringing delicious

pizzas to their doorsteps in 30 minutes or less, and its efforts are aimed at

fulfilling this commitment towards its large and ever growing customer base.

Domino’s pizza constantly strives to develop products that suit tastes of its

consumers and hence delighting them. Dominos believes strongly in the strategy

of think global and act local. Thus, time and again Domino’s pizza has been

innovating with delicious new products.

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 Such as crust, toppings and flavours suitable to the taste buds of Indian consumer’s,

further providing value for money at affordable products to the mania have been extremely

popular with consumers. The brand positioning of ‘khushiyon ki home delivery’

(happiness home delivered) is the emotional benefit dominos offer to consumers. Major

products they offer are pizza, appetizers, pastas, cakes and beverages.

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For the purpose of study, a survey was conducted by interviewing 250 youths from
within the Margao city. The questions were framed to study the spending habits among
youth aged 17-25 years, consuming fast food from the outlets of KFC, Sweet Dreams,
Monginis, Pizza hut and Domino’s pizza.

Demographic profile .
Table 1: Profile of Respondents

No. Of Percentage
Respondent
s
Male 78 31.2
Gender Female 172 68.8
Total 250 100
Age 17 6 2.4%
18 27 10.8%
19 59 23.6%
20 54 21.6%
21 26 10.4%
22 19 7.6%
23 30 12%
24 18 7.2%

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 25 11 4.4%
Total 250 100
Student 199 79.6
Occupation Working 51 20.4
Total 250 100

In order to study the spending habit among the youth, following questions

were asked to the respondents.

1. Have you visited any fast food outlet?

This question was asked to know whether the respondents have had visited any fast food

outlet so far. It was found that almost 100% of the respondents visited fast food outlets.

2. How often do you visit fast food restaurant?

To understand the frequency of visits made to the fast food restaurants by youths, this

question was put forward. The data collected was as under:

Table 2: Visits made to fast food restaurant

Options No. of respondents Percentage

Everyday 10 4%

Twice a week 72 28.8%

Once in a month 168 67.2%

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 Never 0 0%

Total 250 100%

Figure 2: visits made in fast food restaurant

visits made
4%

Everyday
28.8% Twice a week

Once in a month

67.2% never

Based on the above responses it was found that 67.2% of the respondents visited fast

food outlet at least once in a month, while 28.8% visited the outlet twice in a week and

the remaining 4% visited fast food restaurants almost every day. Therefore we can

conclude that most of the youth visit fast food outlets atleast once in a month.

3. Are you aware about the difference between fast food, junk food &

street food?

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 The motive behind this question being asked was to know whether respondents were

aware about the difference between fast food, junk food and street food. Following were

the observations:

Table 3: Aware about the differences in fast food, junk food and street

food.

Awareness No. of respondents Percentage (%)

Yes 201 80.4

No 17 6.8

Can’t say 32 12.8

Total 250 100

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 Figure 3: Aware about the difference between fast food, junk food and
street food

Aware about differences in fast food, junk

food and street food.

12.80%
6.80%
yes no

can't say

80.40%

It was found that 80.40% of the youth knew the difference between fast food, junk food
and street food; whereas 6.80% of them said that they had no knowledge at all about the
differences, while the remaining 12.80% of them said that they can’t say about the
difference i.e. not exactly sure/ aware about differences between the three mentioned
categories of foods.

4. Amount spent per visit individually

A question based on amount spent per visit for a single individual was put forth and following
were the observations:

Table 4: Amount spent per visit individually

Price range No of Amount spent
respondents

100 and below 68 27.2%

100 –300 109 43.6%
300 –500 54 21.6%

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500 and above 19 7.6%
Total 250 100%

Table 4: Amount spent per visit individually

Amount spent per visit per head(%)

7.6%

100 AND BELOW

27.2%
100-300
21.6%
300-500
500 and above

43.6%

Based on the above pie chart, it was observed that 43.6% spend an

amount ranging between Rs.100 to Rs. 300. Whereas, 27.2% of the

youths preferred to spend below Rs. 100. However 21.6% of them tend

to spend Rs.300 to Rs. 500. While the remaining 7.6% of them spent

Rs.500 and above.

Thus it can be concluded that majority of the youth are spending within

the amount range of Rs. 100 to Rs. 300.

5. Amount spent per visit in a group ( Family/colleagues/friends):

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 To study the amount spent in a group by the youth, i.e. along with family

or colleagues or friends or any other, a question was put forward and

following were the responses:

Table no.5 Amount spent per visit in a group.

Price range No. of Amount spent
respondents
Rs.300 and above 58 23.2%
Rs.300 to Rs.500 77 30.8%

Rs.500 and above 115 46%

Total 250 100%

Figure no. 5: Amount spent per visit in group

amount spent per visit in a group

23.2

46 rs.300 and below

rs.300 - rs.500
30.8
rs.500 and above

Based on the above pie chart, it was observed that 46% of the youth tend to

spend Rs.500 and above in a group visit to a fast food outlet. Whereas, 30.8 % of

39
 them tend to spend within Rs.300 to Rs.500. While the remaining 23.2% spent

Rs.300 and below on every group visit to a fast food restaurant.

From this it can be concluded that, majority of the youth spend Rs.500 and

above for every visit to a fast food outlet.

6. My preference for fast food outlet has increased due to:

For the purpose to know the various reasons for preferring fast food outlets

among the youth, this question was put forward and the options provided to them

were online payment facilities, home delivery services, convenience in eating and

disposal, reasonable pricing, awesome taste and excellent consumer friendly

services provided. After conducting the survey, the following observations were

made:

Table 6: Preference for fast food outlets has increased due to:
Reasons for No. of Preference of
preferring fast food respondents each
outlet respondent
Online payment 5 2%
facilities
Home delivery 36 14.4%
services
Convenience in 40 16%
eating and disposal
Reasonable pricing 46 18.4%
Awesome taste 117 46.8%
Excellent consumer 6 2.4%
friendly services
provided

40
 Total 250 100%

Figure 6: preference for fast food outlet has

increased due to
preference of the respondents (%)
2.4
2
online payment
14.4
home delivery services

convenience in eating and

disposal
16
46.8
reasonable pricing

awesome taste

18.4 excellent consumer

friendly services provided

Based on the above data, it was found that 46.8% preferred fast food due to it’s

awesome taste. Whereas, 18.4% of the youths visited fast food outlets due to it’s

reasonable pricing. However 16% of the respondents said that their reason for

preferring fast food is due to convenience in eating and disposal; while 2.4% have

said that they prefer fast food outlets due to excellent consumer friendly services

provided. 14.4 % opted to prefer fast food restaurants due to home delivery

services provided and remaining 2% said that they prefer fast food due to online

payment facilities.

Therefore it can be concluded that maximum number of youth prefer fast food

outlets due to its awesome taste.

41
 7. How do you manage to spend on fast food?

In order to study the source of income through which the youth population tend to spend on

fast food, the above question was asked and following was the observation:

Table 7: Sources used to spend on fast food

Sources No. of respondents Response

Pocket money 170 68%

Self earned money 54 21.6%

Borrowed from friends 1 0.44%

Others 25 10%

Total 250 100%

Figure 7: Sources used to spend on fast food

Responses (%)
0.4%
10%
pocket money
self earned
borrowed from friends
21.6%
others

68%

42
 Since the sample size ranged in between 15 to 25 years of age (which is normally a

studying age), 68% of the youth opted to spend on fast food using their pocket money.

Whereas 21.6% consumed fast food using their self earned money. While, less than

1%, i.e. 0.4%, borrowed money from friends to consume fast food. However remaining

10% used some other sources of income to consume fast food.

Finally it can be concluded that more than 50% of the youth population depend on their

pocket money for consuming fast food.

8. Have you visited any of the following visited?

This question was specifically asked to know which outlet was visited maximum

by the youth out of the outlets under the study which are KFC, Sweet Dreams,

Monginis, Pizza Hut and Dominos.

Table 8: Have you visited any of the following visited

Outlets No. of respondents Frequency of visit
KFC 171 68.4%
Sweet Dreams 151 60.4%
Monginis 192 76.8%
Pizza Hut 124 40.6%
Dominos 201 80.4%
Total 250 100%

Figure 8: Visits made in each outlet

43
 frequency of visit

0.684 KFC
0.804
Sweet dreams

Monginis
0.604
0.496
Pizza hut

Dominos Pizza
0.768

The results show 68.4% visit KFC, 60.4% visit Sweet Dreams, 76.8% visit
Monginis, 49.6% prefer to visit Pizza Hut and maximum of them i.e. 80.4% visit
Domino’s Pizza. Most visited outlet by the youth is Domino’s Pizza and least
visited is Pizza Hut.

9. I tend to prefer consuming fast food mostly due to:

To know when fast food is mostly consumed, the above question was framed.

The options provided were festive offers, seasonal discounts, matches, weekly

offers, combo offers and others.

Table 9: Reasons why fast food is mostly consumed

Options for Preference No of respondents Preference

Festive offers 50 20%

Seasonal discounts 42 16.8%

Matches 20 8%

Weekly offers 63 25.2%

Combo offers 63 25.2%

Others 12 4.8%

44
Total 250 100%

Figure 9: Reasons why fast food is mostly consumed

0.048
reason for consuming

0.2
Festive offers
Seasonal discounts
0.252; 25%
Matches
0.168 Weekly offers
Combo offers

0.08 Others
0.252

After survey it was found that 20% of the youth prefer consuming fast food during

the time when there are festive offers. 16.8% prefer consuming when there are

seasonal discounts, however 8% of them prefer consuming fast food during

matches. Equal preference i.e. 25.2% of each was given to weekly offers and

combo offers. While a few i.e. 4.8% of them selected others.

Therefore the study shows that youth mostly visit fast food during weekly offers

and combos offers.

10. Where would you take your friends/colleagues/family for a

treat?

45
 The purpose behind asking this question was to know where would the

respondents take their friends/colleagues/family for a treat and the options were

outlets food is cheap, where food is tasty or in near-by areas.

Table 10: Outlet for treat to friends/colleagues/family

Outlets for treat No of respondents Reason

Cheap food 21 8.4%

Tasty food 192 76.8%

Proximity 37 14.8%

Total 250 100%

Figure 10: Outlet for treat to friends/colleagues/family

Reason(%)

8.4%
14.8%
Cheap food

Tasty food

Proximity

76.8%

It was observed that 8.4 % said they would take their friends where food is cheap,

76.8% preferred to take to an outlet providing good taste and 14.8 % said that they

would prefer to take in the outlets in their nearby areas.

46
 This shows that youth prefer outlet for taste and price and proximity does not

matter to most of the youths.

11. Based on your selection of any one favourite outlet from the

following, answer the questions given below.

This questions was asked to find out one particular most preferred outlet of the

youths, why do they prefer & their spending in that selected outlet.

i) Most preferred outlet.

It was found that 26.8% selected KFC as their favourite outlet, 7.6% selected

Sweet Dreams as their favourite outlet, 22% selected Monginis, 9.6% selected

Pizza hut and 34% selected Domino’s pizza as their favourite.

Table 11.i: Most preferred outlet

Outlets No of respondents Frequency of visit

KFC 67 26.8

Sweet dreams 19 7.6

Monginis 55 22

Pizza hut 24 9.6

Domino’s pizza 85 34

Total 250 100%

47
 Figure 11.i: Most preferred outlet.

frequency of visit (%)

27%
34% KFC

Sweet dreams

8% monginis

10% Pizza hut

22% Dominos

From our study, it can be said that most favourite outlet of the youth is Domino’s
pizza, the least liked by youth is Sweet dreams. KFC & Monginis was selected by
almost same number of respondents i.e. as their favourite outlet.

ii) Why do you prefer this outlet?

Based on the selection made by the respondents of their most favourite outlet the

motive was to know the reason for selecting this specific outlet so the question

was included. The options provided were good taste, reasonable price, discounts

& offers and proximity.

Table 11.ii: Preference for the outlet.

Reason for selecting No of respondents Reason selected (%)

outlet
Good taste 194 77.6%
Reasonable price 26 10.4%

Discounts and offers 20 8%

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Proximity 10 4%

Total 250 100%

Figure 11.ii: Preference for the outlet.

Reason selected (%)

4%
8%
good taste
10%
reasonable price

discounts and offers

proximity
78%

The study showed that mostly respondents have selected their favourite outlet

based on good taste i.e. 78%. 10% of respondents have selected the favourite

outlet based on reasonable prices, discounts/offers accounted for 8% and very few

respondents selected proximity i.e. 4%.

Study shows that 78% of the respondents are attracted towards a particular outlet

due to good taste.

iii) How much would you like to spend at this outlet per visit?

Based on the selection of the favourite outlet, the question was to locate how

much does the youth spend on the selected outlet. Respondents were provided

with three price range viz. Rs.200 & below, Rs200 to Rs.500 and Rs.500 & above.

Table 11.iii: Spending at the selected outlet per visit.

49
Price range No of respondents Selected price (%)

Rs.200 & below 92 36.8%

Rs.200 – Rs.500 106 42.4%
Rs.500 & above 52 20.8%

Total 250 100%

Figure 11.iii: Spending at the selected outlet per visit.

Spending per outlet

20.8%
36.8% Rs.200 & below

Rs.200 - Rs.500

42.4% Rs.500 & above

Hence it is clearly seen that 42.4% of respondents spent Rs.200 to Rs.500 on their

favourite fast food outlet, 36.8% spent Rs.200 & below and only 20.8% spent

Rs.500 & above on their favourite outlet.

Study shows that spending at the favourite outlet by the maximum of respondents

range from Rs.200 to Rs.500.

12. Sometimes I tend to avoid frequent visit to fast food outlet due

to:

The question was included in order to find out why respondents avoided frequent

visit to fast food outlets. The options provided to the respondents were high price

on fast food, high tax rate included, health and sanitation, outlets not available in

proximity and others.

50
 Table 12: Reasons why youth avoid frequent visit to fast food

outlet

Reason to Avoid No of respondents Selected reasons (%)

High price 48 19.2%

High taxes 81 32.4%

Health issues 72 28.%

Proximity 8 3.2%

Others 41 16.4%

Total 250 100%

Figure 12: Reasons why youth avoid frequent visit to fast food
outlet

reason selected (%)

16% 19% high price
3%
high taxes
health issues
proximity
29% 32% others

The survey results showed that 32.4% avoided visit to fast food outlets due to high

tax rates included, 28.8% agreed to avoid fast food visit due to health and

sanitation issues, 19.2% said that high price makes them avoid visit to fast food

51
 outlet, whereas 16.4% selected others as the option for avoiding frequent fast food

visits, while only 3.2% said proximity makes them avoid frequent visit to outlets.

The study show that mostly fast food visits are avoided due to high taxes whereas

minority avoid their visit due to proximity.

13. Would you continue consuming fast food in future?

This question was asked to know whether the respondents would still continue to

consume fast food despite of rising prices, high taxes, health/sanitation issues, etc.

There were three options provided viz; Yes, No and can’t say.

Figure 13: Fast food consumption in future

Fast food No. of respondents Responses
consumption in future

Yes 130 52%

No 23 9.2%
Can’t say 97 38.8%
Total 250 100%

52
 Figure 13: Fast food consumption in future

Fast food be consumed for future

38.8% yes no
52%
can't say

9.2%

52%said they would continue consuming fast food in future, 9.2% said they

would stop consuming fast food in future, whereas 38.8% said that they can’t say

whether they will continue or not.

It can be concluded that more than half of the youth i.e. 52% will continue

consuming fast food in future.

14. Has your fast food consumption increased or decreased?

The motive behind asking the question was to know whether the fast food

consumption of the youth has either increased or decreased over the time. Only

two options were provided to them which were: has your fast food consumption

Increased or Decreased.

Figure 14: Fast food consumption increased/decreased.

Fast food No. of respondents Percentage
consumption
Increased 139 55.6%

Decreased 111 44.4%

Total 250 100%

53
 Figure 14: Fast food consumption increased/decreased.

Fast food consumption

increased
44.6% decreased
55.6%

55.6% said that their consumption has increased, whereas 44.4% said that their

consumption in terms of fast food has decreased.

From the study it was found that 55.6% of the youth consumption have increased.

54
 Conclusion:

The concluding chapter explains in detail the finding of study based on spending

habits of youth on fast food outlets. It summarizes the entire project.

Major Findings:

Some of the major conclusions from the study are presented below:

 All respondents said that they have visited fast food outlets.

 The study shows that respondents visit the outlet once in a month.

 When asked if the respondents were aware about difference between fast food,

junk food and street food, the survey showed that most of the youth were aware

about the difference.

55
 Spending of respondent in individual per visit mostly ranged from Rs.100 to

Rs.300.

 It was further known from the study that in a group, most of the youth spend an

amount of Rs.500 and above.

 As the study was to know why the preference for fast food has increased, from

the surveyed respondents it was known that the reason for increase of fast food

was due to awesome taste as it was selected by most respondents.

 Furthermore it was known from the study that most of the youth spend on fast

food using their pocket money.

 The study helped to know that most visited outlets among all five outlets was

Dominos and the least visited was Pizza Hut.

 The reason for consumption of fast food frequently was due to weekly offers and

combo offers.

 It was further found out that youth prefer to take their colleagues, family and

friends for a treat where food is tasty and proximity & price does not matter

much to them.

 The most preferred fast food outlet by the youth was KFC. The preference given

to this outlet was due to Good taste. And the amount spent per visit on this

outlet is Rs.200 to Rs.250.

 Youth avoid visiting fast food outlets due to high taxes and health issues.

 The study also found out that mostly all respondents will continue consuming

fast food in future.

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