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Buyer Behaviour Towards Fast Food With Special Reference To Chicking Restaurants
Buyer Behaviour Towards Fast Food With Special Reference To Chicking Restaurants
26 Volume : 3 | Issue
VOLUME-6, : 11 | November
ISSUE-5, MAY-20172014 • ISSN
• ISSN NoNo 2277- 8160
2277 - 8179
ABSTRACT The Indian fast food Industry has witnessed high growth strides in the past years, with increasing disposable
income, exposure to a number of cuisines and consumers' willingness to experiment a mix of both western and
local menu. Apart from this, busy life schedule, standardized food and less time consuming processes are also fuelling the demand from
domestic consumers in the industry. ChicKing is one such fast food conglomerate, specializing on fried chicken using a special recipe,
spanning over a network of more than 70 outlets world over. This paper tends to analyse the buyer's behaviour towards the fast food
restaurants based on a questionnaire survey made among the customers to 3 branches of Chicking Restaurant in Malappuram district of
Kerala. The evaluations are done based on the responses marked in the 105 completely lled questionnaires among the total 150 circulated.
Statistical tools like Percentage Analysis and Weighted Average Score test are used for meaningful analysis and clear presentation. This study
ashes light upon some unknown factors regarding the buyer's behaviour towards fast food restaurants.
KEYWORDS : Consumer Behaviour, Perception, Attitude, Fast Food, Fried Chicken, Buyer.
INTRODUCTION within a short span of time with its innovative cuisine and top class
It has been a noticeable trend that food consumption pattern of customer service. This study tends to analyse the buyer's behaviour
urban Indian families has changed dramatically with times owing to towards fast food chains with special reference to Chicking Fried
the growing in uence of western culture. Indians have started Chicken Restaurants.
dining out and moved on to accept different varieties of delicious
food from the world. Further, studies indicate a radical change in the ABOUT CHICKING RESTAURANTS
consumption patterns of Indian consumers, who have traditionally ChicKing is a rapidly growing fast-food chain in the region,
been known for their price sensitiveness. Instant food is scoring over specializing in serving the tastiest crumb fried chicken using a secret
traditional food due to in uence of western countries and rise in recipe which includes a unique blend of the choicest herbs and
income and subsequent standard of living, convenience, etc. As a spices serving Real Recipe, Real Taste, Real Fried Chicken since the
result, fast food menus are gaining wider acceptance from the year 2000. ChicKing has grown from a single unit outlet to a
Indian consumers who do not want to spend much time in cooking conglomerate having more than 70 outlets world over. ChicKing,
in the middle of their hectic lifestyles. established as Al Bayan Foods, is a part of the highly reputable and
renowned Dubai based Al Bayan Group of Companies & a registered
As per a new research report titled 'Indian Fast Food Market trademark of Banquet Foods International, RAK-FZE, UAE. From
Analysis', there has been a major shift in food habits in the starting an outlet in UAE, they have spread their wings to not just the
metropolitan cities. About 86 per cent of households prefer to GCC, but to different continents around the world including Oman,
consume instant food over traditional food. Currently the Indian fast Saudi Arabia, Kuwait, Bahrain, Sudan, South Sudan, Kenya, Tanzania,
food industry stands at a massive size of 47 billion, driven by a Singapore, Malaysia and India under the stewardship of its Founder
growing number of working professionals and increasing cum Managing Director, Mr. A K. Mansoor - Al Bayan Group of
westernization. This industry at the moment thrives on international Companies.
appeal endorsed by niche chains. The development of nutritious
and healthier replacements for the traditional servings at fast food
restaurants has transformed into mass promotion of portable foods.
It has not only provided the convenience to people who shuttle
between home and work for a bigger part of the day but also
eliminated the requirement of conventional cutlery. As demand for
all types of fast food items are consistently on the rise, pizza, burger,
and French fries have become the all time favorite among young
Indians, more so with some of the well-known burger and pizza
restaurants like McDonald's, Domino's, KFC, Pizza Hut, Chicking etc.
operating in India.
ChicKing began its journey with a simple yet determined dream – To
Various initiatives by the Government of India in the recent past create a brand that brings happiness, satisfaction and smiles to their
have resulted in the entry of many international Fast Food Retailers customers world-over. Over the years, they have successfully
in the country. With the economic liberalization in 1991, nearly all realized this dream by making ChicKing a favorite destination for
tariff and non-tariff barriers have been removed or minimized from real and tasty fried chicken. ChicKing – A brand that has been built
the Indian boundary that has helped many retailers to enter the with over a decade of commitment and unmatched quality
growing Indian fast food industry. This foray of multinational fast continues to make tremendous strides within its sphere of business.
food retailers into India has impacted the taste buds of Indian ChicKing offers the complete Dine-in Outlets experience
consumers signi cantly. Chicking is one such brand who recently worldwide. All restaurants have spacious sit-down dining with a
forayed into the Indian market after commencing its operations in carpet spread of 800-2000 sq. ft. These restaurants are located in
the GCC. Owned by an Indian this company has tasted success places with a mix of local and oating population, like Shopping
With ambitious global plans and unbeatable product range, a 4. To evaluate consumers' perception and behaviour pertaining to
strong corporate backing and a robust reputation across its the consumption of fast food.
worldwide operations, ChicKing is expanding in Africa, Middle East,
and Asian Market. With its brand potential and growth prospective, SCOPE OF THE STUDY
ChicKing is well on its way to achieving the status of best fast-food The present research work is conducted within the Malappuram
chain of restaurants. district of Kerala. According to 2011 census, Malappuram district
have a population of 4,110,956. At a population growth rate of
REVIEW OF LITERATURE 13.39%, the district has a population density of 1,158 inhabitants
Shetty (2002): Rising Americanization of eating out tracks a culture per square kilometer. The census statistics also indicates a sex ratio
of fast food and provide more importance to convenience and of 1096 females for every 1000 males and a literacy rate of 93.55% in
eating out behaviour due to certain reasons, dramatic changes this district. Agriculture is the primary occupation of the people
occurred in fast food consumption of Asian countries. which is supplemented by other industries like timber industry,
shery, tourism, textile and spice trading. The income earned
Huang and Howarth (1996): Structural changes in the demand for abroad by the native migrants in Middle-East is a signi cant source
food in Asia have projected that Asian countries have been of revenue to the district. The main reason for selecting this location
undergoing transformations in their economies supported by rapid for study is that this place is one of the booming markets for fast
urbanisation and this trend would continue in the years to come. food in Kerala.
Kashyap et. al (2013): Consumers in today's market are more LIMITATIONS OF THE STUDY
fascinated to western culture and increase in the facilities offered by 1. The time available at disposal of the research is limited for an
fast food services driving the growth of the industry. The frequency independent study.
of visiting the fast food outlets relates with the ages of the
consumers as well as the income affects the spending habits of an 2. The number of respondents interviewed for this study is limited to
individual. the visitors of 3 branches of a fast food brand called Chicking in
Malappuram district of Kerala.
Prabhavathi et. al (2014): Young, unmarried, working professionals
having own lifestyle and well educated persons forms major 3. Respondents lack of time to give information and casual attitudes.
consumer segment in fast food sector. Male and female have equal
life style behaviour with regard to consumption of fast food. Taste, RESEARCH METHODOLOGY
convenience and alternate to home food are found to be major A sample of 150 consumers (50 each from 3 branches) of Chicking
reasons for consuming fast food by the young consumers. Restaurants in Malappuram district of Kerala is studied for this
research. A structured questionnaire is designed and administered
Deivanai (2013): Convenience, family outings and celebration of among the respondents to give a fair representation to various
special occasions are considered important in buying fast food. attributes of the consumers. A total of 150 Interview schedules are
Customers eat out for a change from home prepared food, but they prepared and out of this, only 120 interview schedules are lled up
do not believe that fast food provide good nutritional value. and collected. A scrutiny of these schedules led to the rejection of 15
interview schedules on account of incomplete responses. Thus 105
CRISIL Research (2013): Annual spends on QSRs by middle-class completed interview schedules are used for the present study. The
households in Tier II cities are expected to surge by 150 per cent to Rs secondary data are collected from the various published articles,
3,750 per annum over the next three years. In comparison, annual journals, magazines and also through the internet. For the purpose
spends in Tier I cities are expected to increase by more than 60 per of evaluation, the statistical tools like Percentage Analysis and
cent to about Rs.6,000 by 2015-16. The quantum jump in QSR Weighted Average Score test are used for the meaningful analysis
spends in urban areas will be propelled by an increase in nuclear and clear presentation.
families and working women, steady growth in incomes, changing
lifestyle and eating patterns, and more importantly, greater SOCIO-ECONOMIC CHARACTERISTICS OF THE RESPONDENTS
accessibility of QSR outlets. A proper knowledge of the social, economic, cultural, behavioral,
demographic and psychographic pattern of the respondents are
Modern Food Processing (2013): The foray of multinational fast food very much crucial for the clear cut understanding of the ndings of a
retailers into India has impacted the taste buds of Indian consumers research project and its further successful implementation. The
signi cantly. Instant food is scoring over traditional food due to socio-economic characteristics of the 105 respondents interviewed
in uence of Western countries, and rise in income and subsequent for this study are as below:
standard of living, convenience, etc. As a result, fast food menus are
gaining wider acceptance from the Indian consumers. Table 1: Socio-Economic Pro le of the Respondents
However, the present study differs from the above, in that the buyer Features Parameters No. of Respondents Percenta
behaviour in Tirur town in Malappuram district of Kerala state is
Age
sought to be analyzed here. The scope and the area of the study are Up to 15 15 14.29
unique in nature. 16-30 38 36.19
31-45 29 27.62
OBJECTIVES OF THE STUDY 46-60 18 17.14
The purpose of this research is to study the behaviour of consumers,
perception of product attributes and level of satisfaction with Above 60 5 4.76
respect to fast foods with special reference to Chicking Fried Sex Male 56 53.33
Chicken Restaurants. The following are the objectives:
Female 49 46.67
1. To analyze the socio-economic pro le of the sample respondents. Government
Occupation
Staff 26 24.76
2. To identify and analyze the factors in uencing the consumption
RECOMMENDATIONS Journals
1. Deivanai P. (2013). A study on consumer behaviour towards fast food products with
1. Though the customers like the taste and avor of the food at the special reference to Domino’s Pizza. International Research Journal of Business and
Chicking restaurants, they are not frequent visitors. Most of the Management, 11(5), p. 13-18.
customers prefer to visit only during special occasions like 2. Havish Madhvapaty & Aparajita Dasgupta. (2015). Study of lifestyle trends on
changing food habits of Indian consumers. Journal of Environmental Science,
birthdays, anniversary etc. Hence the management should take Technology and Food Technology, 9(1), p. 16-22.
adequate measures to increase their frequency of visit and also to 3. Huang, Jikun & Bouis, Howarth. (1996). Structural changes in the demand for food in
attract more new customers in order to achieve better sales and Asia. Vision Brief, 4(1), p. 41-48.
4. Minal Kashyap, Komal Kashyap & Anil Sarda. (2013). A study of growth of fast food
pro t. industry with reference to shift in consumer’s buying habits in Nagpur city.
International Journal of Application or Innovation in Engineering & Management,
2. The results indicate that the Advertisement is the biggest source 2(3), p. 12-18.
5. Narayan B., & Prabhu M. (2015). Examining fast-food consumption behaviour of
of product information to the public. So the management should students in Manipal University, India. African Journal of Hospitality, Tourism and
focus on the extensive advertising of the product to attract more Leisure, 4(2), p. 9-18.
customers and boost up the sales. 6. Prabhavathi Y., Krishna Kishore N.T & Ramesh Kumar M. (2014). Consumer preference
and spending pattern in Indian fast food industry. International Journal of Scienti c
and Research Publications, 4(2), p. 16-22.
3. Friends and children are the main in uencers for visiting Chicking 7. Pratima Singh. (2015). Difference in beliefs, consumer attitudes towards fast food
restaurant. Hence the promotional strategies and customer service restaurants in Gwalior region. International Journal of Scienti c Engineering and
Research, 3(5), p.31-36.
should be streamlined in such way that it derives more word-of- 8. Reeta Arora., Asha Chawla., and Monika Bansal. Eating out behaviour of individuals: A
mouth publicity. case study. International Journal in Management and Social Science, 2(10), p. 23-40.
9. Shikha Bhagat. (2016). An empirical analysis on customer satisfaction level in fast
food industry among the major competitors in Delhi (NCR). International Journal of
4. Most of the customers prefer to visit fast food restaurants in Advanced Scienti c Research and Management, 1(10), p. 23-29.
groups rather than alone. Hence more special schemes and offers 10. Vidya P., & Vasanthi S. (2014). Factors in uencing consumers in the selection of fast
should be planned and implemented for group customers. food retail outlets – A study with special reference to consumers in Coimbatore city.
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Websites
FUTURE SCOPE OF STUDY 1. www.economictimes.indiatimes.com
In the light of the above ndings more in-depth analysis can be 2. www.halaljournal.com
3. www.imagesfood.com
done on the in uence of Brand Name, Sales Promotion and 4. www.chicking.com
Advertisements upon the buying behaviours of the customers
towards fast food. This study tends to open new avenues for
specialized research on how the buying behaviour of the customers
differs on the basis of their age, gender, monthly income,
occupation and other demographic attributes. Also there is wide
scope for conducting a critical analysis on the health implications of
the ever increasing tendency of the customers to dine at the
organised fast food joints and the level of awareness among the
customers towards these health issues of consuming fast food.
CONCLUSIONS
Consumer Behaviour consists of all human behaviour that goes in
making purchase decisions. An understanding of the consumer
behaviour enables a marketer to take marketing decisions which are
compatible with its consumer needs. There are four major classes of
consumer behaviour determinants and expectations, namely,
cultural, socio-economic, personal and psychological. If the
challenges are met with serious considerations, the Indian fast food
industry is anticipated to achieve glorious milestones in the coming
years. Increasing inclination of people to eat outside (restaurants)
will be the major driving force behind the projected growth.
Besides, healthy food options and low-price menu will also
contribute to its growth, to attain a CAGR of around 33 per cent
during 2010-2015. Moreover, continuous economic growth and
improving employment situation will lead to higher personal
expenditures on outside food by 2015. Also certain product
attributes are identi ed as having a greater in uence over the
purchase decision of the customers and satisfying them. The
manufacturers and marketers who study the behaviour of
consumers and cater to their needs will be successful. It may be
concluded that the consumer behaviour has a greater role to play in
the LPG era of the economic activities for which a necessary survey
and research should be conducted in an efficient manner.
REFERENCES
Books
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marketing. A south asian perspective (13th Edition), New Delhi, Pearson Education.
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behaviour (10th Edition), New Delhi, Pearson Education.
3. Suja R. Nair. (2004). Consumer behaviour and marketing research (1st edition), New
Delhi, Himalaya Publishing House.
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1. CRISIL Research. (2013). Organised fast food in the fast lane.
2. Prakash Shetty & Josef Schmidhuber. (2011). Nutrition, lifestyle, obesity and chronic
disease. Population Division Expert Paper No. 2011/3, United Nations, New York.
3. Modern Food Processing (Infomedia18). (2014). Indian fast food industry on a quick
and smart growth drive.