CONSUMING FAST FOOD: THE PERCEPTIONS AND

PREFERENCES OF WORKING CLASS PEOPLE

BUSINESS RESEARCH METHODOLOGY

PROJECT REPORT

Post Graduate Diploma in Management (Executive)

Batch: 2018-2019

Submitted By
Prabhat Trivedi - 180301008
Divya Mohanty - 180301003
Vishnu Shankar Shukla - 180301020
Parasuraman Sundarmoorthy - 180301007
 ACKNOWLEDGEMENT

Words are indeed inadequate to convey my deep sense of gratitude to all those who have
helped me in completing this final project to the best of my ability. Being a part of this project
has certainly been a unique and a very productive experience on my part.
We are grateful to Prof Sumit Kumar Maji, IMT, Ghaziabad for guiding and helping
us to solve all kinds of queries regarding the project work. His incomparable guidance has
inspired the pace of the project largely.
In the end, we would like to express our utmost gratitude towards our Parents, whose
tremendous help and support is our biggest inspiration.

Dated: 10th, April 2019

Place: New Delhi
 CONTENTS

DESCRIPTION PAGE NO.

Chapter 1: Introduction 1-2

1.1 Abstract
1.2 History of Fast Food Evolution
1.3 Objective

Chapter 2: Literature Review 3-7

2.1 Defining Fast Food
2.2 Global Scenario
2.3 Indian Scenario
2.3.1 Reason for emergence of Fast Food Culture
2.4 Impacts
2.4.1 Health Concerns
2.4 Attitude Behaviour Link
2.4.1 The 4 A’s Model
2.4.2 Consumer Decision Making

Chapter 3: Research Methodology 8 - 13

3.1 General Introduction
3.2 Research Objective
3.2.1 Key Objective
3.2.2 Sub Objectives
3.3 Research Questions
3.4 Research Approach
3.4.1 Qualitative Research
3.4.2 Quantitative Research
3.5 Research Design
3.6 Data Collection Methods
3.6.1 Primary Data
 3.6.2 Questionnaire
3.6.3 Pre-Testing
3.6.4 Response Format
3.6.5 Secondary Data
3.7 Sampling Methods
3.7.1 Sampling Characteristics

Chapter 4: Data Analysis and Finding

4.1 Conceptual Framework 14 - 33

4.2 Hypotheses Development

4.3 Hypotheses Testing Method
4.4 Data Analysis
4.5 Survey Results
4.6 Reliability and Interpretation

Chapter5: Summary and Conclusion 34 - 36

5.1 Conclusion and Scope
5.2 Managerial Inferences
5.2 Limitations

Appendices 37 - 40
Bibliography

 List of Figures

Fig 1: Conceptual framework of the author’s interpretation of the study

Fig 2: Social Value Level (SVL) of consumers
Fig 3: Health Awareness Level (HAL) of consumers
 List of Tables

Table 1: Questions and the tests used for each variable

Table 2: Calculation of Social Value (SV) through Normal Distribution

Table 3: Part of the data for calculating Social Awareness

Table 4: Calculation of Health Awareness Value (HAV) through Normal Distribution

Table 5: Part of the data for calculating the Health Awareness

CHAPTER ONE

INTRODUCTION

1.1 Abstract

“Eat healthy and live healthy” is one of the essential requirements for long life. Unfortunately,
today's world has been adapted to a system of consumption of foods which has several adverse
effects on health. Lifestyle changes has compelled us so much that one has so little time to really
think what we are eating is right!
Globalisation and urbanisation have greatly affected one's eating habits and forced many people to
consume fancy and high calorie fast foods, popularly known as 'Junk foods'. Research into the
possible health hazards on consumption of such high calorie foods has given an insight to avoid
them, but unfortunately measures taken are not as effective as they need to be. Diseases like
coronary artery disease and diabetes mellitus have seen a profound rise in developing countries
and such unhealthy junk food consumption is one of the notable factors to its contribution. This
global problem of consuming junk food on a large scale and its impact on health needs emphasis
and health education which can greatly contribute to its limited consumption and switching over
to healthy eating habits for the better living. Knowledge highlighting the eating habits, nutritional
aspects, quality of unhealthy foods, their health impact and preventive measures should be given
to create awareness and render health education for a change towards good eating practices. Junk
food and its impact on health have been reviewed from various resources and have been
systematically presented, so as to emphasize its ill effects and measures to be adapted towards
healthy living.
In the present times, the fast food craze has created sensation all over. The fast food has occupied
a demanding position in the list of top hot fad foods. People are getting lured into trying yummy
fast food dishes, without possessing adequate knowledge regarding fast food nutrition. Well, there
is a need for bringing forward some eye opener nutrition facts about fast food.
These days, the fast food chains are booming in number and witnessing flourishing business.
Abraham Lincoln had once said, "let the people know the facts and the country will be safe".
Well, it also holds true regarding the information about fast food nutritional content. The prime
motive is to make the people aware of the fact and then let them take conscious decision.
According to Observation of 2012-2018, the fast food companies have started introducing
healthier menu options. In order to make significant changes in the health of the industry and the
consumers, fast food companies will have to start making business decisions with the end promise
in mind. The food at fast food establishments will all be brought to an acceptable level of nutrition
value.

1.2 History of Fast Food Evolution

The concept of fast food pops up during 1920s.The 1950s first witnessed their rapid proliferation.
Several factors that contributed to this explosive growth in 50’s were:

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(1) America’s love affair with the automobiles.
(2) The construction of a major new highway system.
(3) The development of sub-urban communities.
(4) The baby boom subsequent to world war second.

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. Flatbread and falafel are today ubiquitous in the Middle East. Popular Indian fast
food dishes include vada pav, panipuri and dahi vada. In the French-speaking nations of West
Africa, roadside stands in and around the larger cities continue to sell—as they have done for
generations—a range of ready-to-eat, char-grilled meat sticks known locally as brochettes.

1.3 Objective
The main objective of the current study is to understand the concept of Green marketing to
identify the relationship between the various consumer attitudes and green marketing. This report
attempts to understand consumer intention towards green awareness and sought to investigate the
relationship between them (marketing tools) and how the firm approaches might impact on the
Indian consumers. Three important parameters: social value, age group, health awareness (health
concern and health knowledge) has been considered for research purpose after extensive research
to study the overall consumer awareness depending upon these factors.

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CHAPTER TWO

LITERATURE REVIEW

2.1 Defining Fast Food

Fast food is the term given to food that can be prepared and served very quickly. While any meal
with low preparation time can be considered to be fast food, typically the term refers to food sold
in a restaurant or store with low quality preparation and served to the customer in a packaged
form for take-out/take-away.

Outlets may be stands or kiosks, which may provide no shelter or seating, or fast food restaurants
(also known as quick service restaurants). Franchise operations which are part of restaurant
chains have standardized foodstuffs shipped to each restaurant from central locations. The capital
requirements involved in opening up a fast food restaurant are relatively low. Restaurants with
much higher sit-in ratios, where customers tend to sit and have their orders brought to them in a
seemingly more upscale atmosphere may be known in some areas as fast casual restaurants.

2.2 Global Scenario

The fast food culture emerged as early as the 19th century. During the Industrial Revolution, a
large workforce was required to work for 10 to 12 hours a day. With so much work to be done,
fast food was the idea of a quick and easy lunch. Today, more than 10 million workers are
employed in the areas of food preparation and food servicing including fast food in the world.
Fast food is one of the world's fastest growing food types. It now accounts for roughly half of all
restaurant revenues in the developed countries and continues to expand there and in many other
industrial countries in the coming years. But some of the most rapid growth is occurring in the
developing world; where it's radically changing the way, people eat.

In 2016, the global fast food market grew by 4.8% and reached a value of 102.4 billion and a
volume of 80.3 billion transactions. 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. The home-grown chains have in the past
few years of competition with the MNCs, learnt a few things but there is still a lot of scope for
improvement.

McDonald's is located in 120 countries and on 6 continents and operates over 31,000 restaurants
worldwide. KFC is located in 25 countries. Subway has 29,186 restaurants located in 86
countries, Pizza Hut is located in 26 countries, Taco Bell has 278 restaurants located in 12
countries besides the United States.

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2.3 Indian Scenario

The development of Indian cuisine has a very long and turbulent history and is ever changing
even today as Indians try new cuisines and are exposed to new influences and people from other
nations. Sen (2004) traced the historical origins of Indian cuisine.
India’s fast food industry is growing at 40% per annum and generates over Rs. 4800 crores in
sales. The multinational segment of the industry generates over Rs. 7000 crores. According to
research, fast food markets are expected to get double in 2019 compared to 2018. Owing to this
trend, nearly all major international fast food players, such as McDonald, Pizza Hut, Dominos,
KFC, etc. are investing huge amount of money to expand their presence and share in the highly
lucrative Indian fast food industry. Customization of products, considering Indian choices and
customs, has been one of the key strategies for the success of foreign fast food chains in India.
Most of the food chains are busy in innovating and customizing their products.
In India, fast food culture emerged in the decades after independence, starting from the 1950’s.
Eating at home used to be a significant aspect of Indian culture, so the change was gradual. 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. Women were
shifting from their conventional roles of managing the household and taking care of the children.
With growth in literacy, they started joining the workforce in large numbers. Fast food became a
time-saving alternative to cooking for them. Similarly, children resorted to fast food to fill their
stomachs in school and college. Their exposure to global urban culture and Western cuisine
accelerated their want for cheap and delicious fast food. Moreover, fast food costs less than
traditional long meals commencing with appetizer and concluding with dessert.

With the liberalization of the economy in 1992, new multinational fast food giants started
dotting India, with their outlets. Burger King, Wimpy’s, Pizza Hut, Domino’s Pizza, McDonald’s,
and KFC outlets can be seen today in nearly every shopping mall and other public areas. In fact,
these multinationals have given their domestic counterparts a run for their money. They are
growing at a much faster pace than the Indian chains. Almost all the world’s big fast food brands
have succeeded in making their presence felt in the country and most of them are posting
appreciable growth.

2.3.1. Reason for Emergence of Fast Food Culture

v Gender Roles:
Gender roles are now changing. Females have started working outside. So, they have no time
for their home and cooking food. Fast food is an easy way out because these can be prepared
easily.
v Customer Sophistication and Confidence:
Consumers are becoming more sophisticated now. They do not want to prepare food and spend
their time and energy in house hold works. They are building their confidence more on ‘ready
to eat and easy to serve’ kind of foods.

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v Paucity of Time:
People have no time for cooking. Because of emergence of working women and also number
of other entertainment items. Most of the time either people work or want to enjoy with their
family.
v Double Income Group:
Emergence of double income group leads to increase in disposable income. Now people have
more disposable income so they can spend easily in fast food and other activities.
v Working Women:
Working women have no time for cooking, and if they have then also they don’t want to cook,
since they want to come out of the traditionally defined gender roles. They do not want to
confine themselves to household work and upbringing of children.
v Large population:
India being a second largest country in terms of population possesses large potential market
for all the products/services. This results into entry of large number of fast food players in the
country.
v Relaxation in rules and regulations:
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.
v Menu diversification:
Fast food outlets are introducing varieties of products in order to cater the demands of each
and every segment of the market. They are introducing all categories of product so that people
of all age, sex, class, income group etc can come and become a customer of their food line.

2.4 Impacts

The emergence of the fast food industry has, to an extent, transformed urban food culture in India.
It is common knowledge that too much fast food is bad for health and may lead to obesity. An
essential component of most fast food is fat – the kind of fat that in excess can lead to artery
clogging. In large quantities, fast food may lead to obesity as well as hypertension, diabetes, high
cholesterol and heart diseases. Even certain types of cancers have been observed to spread due to
lack of safety standards in some sectors of the fast food industry. There are also several health
problems associated with how fast food outlets process and package their products. Food
packaging is done using plastic, Styrofoam and other synthetic products which are not
biodegradable. In recent times, many fast food outlets have switched to paper bags. Though paper
is biodegradable, at the large quantities in which paper waste is generated in India, currently paper
is seen more as a pollutant. Metal and glassware would be more favorable to serve food, but they
destroy the whole purpose of consuming food on-the-go. The need of the hour is a law or
regulation that forces these outlets to recycle the paper, plastic and foam they use every day.

Fast food has, in a way, impacted the Indian economy by creating jobs. Outlets require a large
number of unskilled workers who are willing to work for low wages. On the one hand, this
generates widespread employment. On the other hand, some analysts feel that it weakens the
economy by forcing people to take up jobs in which there is little room for advancement. Fast

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food industry has been very successful in India, both in financial terms as well as in popularizing
its quick service culture among the population.

2.4.1 Health Concerns

The fast food consumption has been shown to increase calorie intake, promote weight gain, and
elevate risk for diabetes. The Centres for Disease Control and Prevention ranked obesity as the
number one health threat for Americans in 2014. It is the second leading cause of preventable
death in the United States and results in 400,000 deaths each year. At many fast-food restaurants,
a single meal gives a disproportionate share—sometimes more than 100 percent—of the
recommended daily intake of fat, cholesterol, salt, and sugar.

2.5 The Attitude-Behaviour Link

It has always been believed by consumer behaviourists that an individual’s actions can be
predicted by their attitudes. There have been a number of attempts to improve the ability to
predict an individual’s actions and a variety of factors have also been suggested to involve factors
which can be classified as either dispositional or situational. Spruyt (2007) indicate that
prediction of behaviour is directly dependent on attitude of the consumer which is found to be
associated with knowledge and personal experience they have (Davidson et al., 1985). The
impact of beliefs and attitude on consumer buying habits has been studied extensively (Fazio and
Zanna 1981; Ajzen 1989).
Furthermore, research in this area has indicated that if attitudes are to be used in predicting the
consumers behaviour’s then there are a number of methodological issues that have to be sorted
out. According to (Ajzen and Fishbein, 1977), behaviour and attitudes have to be measured at the
same correspondence level.
There are a number of theories that have been put forth to explain the process by which attitudes
predict behaviour. According to (Ajzen and Fishbein, 1980, p. 5), theory of reasoned action,
“people consider the implications of their actions before they decide to engage or not engage in a
given behaviour”. Thus, according to the above theory, people’s attitudes play a significant role
when it comes to their forming an intention to act in certain behaviour. The model primarily
argues that people engage in processing that leads to the formation of attitudes, norms and
intentions prior to performing the behaviour.
However, the theory of reasoned action is not the only theory that deals with people’s attitudes
and behaviours. Fazio (1986), proposed another theory in which he states that “attitudes guide
behaviour through an automatic and spontaneous process instead of a deliberate one as argued by
the earlier two theories”. Furthermore Fazio (1989) also stated certain conditions in which
behaviours and attitudes will be consistent. They are when:
• ‘the attitude influences perception’ i.e. when an individual forms a favourable (or
unfavourable) attitude towards an object then the object will automatically be seen as one
that has many favourable (or unfavourable) characteristics to the individual.
• ‘the attitude is accessed spontaneously’ by the mere presence of the object

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2.5.1 Consumer Decision Making

The degree to which consumers believe health issues are or will become problematic by
inadequate intake of fast food, is possibly related to the disagreement regarding the cause and
effect, responses and timeframes in which remedial action must be taken. Unfortunately, in many
of these cases, consumers do know about the health problems, but it’s neglected in reaching the
whole mass of consumers (Wossen Kassaye, 2002). There are possibilities by which the mindset
of the people can be changed. Like leading authors (e.g., Kilbourne et al., 2002; Kilbourne and
Carlson, 2008) mentioned that there is a need to change the anthropocentric view of the
consumption cycle.
There are several reasons of barriers which hinders the system thinking like for example
consumers don’t tend to foresee the future impacts of some activity which is in the long run is
harmful. Therefore, they fail to make effective buying decisions when there some long-term
outputs.
The consumer behaviour for satisfaction and the human behaviour which promote ownership to
achieve satisfaction is also a barrier which promotes the purchase of goods which might not be
very necessary but will depreciate over time. Therefore, consumers do not necessarily have to
own the want satisfying goods to extract want-satisfying value. Various models have been
developed to explain healthy consumption behaviour or health choice behaviours (Young et al.,
2010) and pro-healthy behaviour (Dietz et al., 1998).

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CHAPTER THREE

RESEARCH METHODOLOGY

3.1 General Introduction

The fast food industry in India has evolved with the changing lifestyles of the young Indian
population. The sheer variety of gastronomic preferences across the regions, hereditary or
acquired, has brought about different modules across the country. It may take some time for the
local enterprise to mature to the level of international players in the field. 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.

Scholars like Boztepe (2012), Haws et al. (2010), Kai et al. (2013), Maniatis (2015), Tseng and
Hung (2013), Thogersen et al. (2012), Yang et al. (2015) have investigated about customers'
attitudes and behaviours concerning fast food consumption. The key influencers of consumers'
selection of a fast food are varieties of the dishes, and health awareness related to the particular
product (Boztepe, 2012; Thogersen et al., 2012).

Concern for the health (Diamantopoulos et al., 2003) and Nutritious diet knowledge (Scott and
Vigar-Ellis, 2014) are considered equally important while making decisions for fast food items.
Gilg et al. (2005) also pointed out that fast food consumption is relatively a new area in the
research and as such definitive results and conclusion are lacking regarding the role of health
concern on green consumption.
Also, emphasis on the different age groups, youth and older generation because from the very
beginning of the FAFH movement, the opinion and attitude of working youth have been largely
ignored (Wray-Lake et al., 2010). Indian population comprises approx. 28% of working-class
youth in the 25 to 39 age group as recorded by the ministry of youth affairs and sports in 2014.
Therefore, the present research attempts to understand the young working-class consumers'
intention towards buying fast foods in an urban city in a developing nation of India.
Understanding the youth attitude and behavioural intention towards fast food purchases will help
fast food chains to develop sustainable marketing strategies specific to the target group.
Consumers tend to mix their health knowledge and attitudes with nutrition value awareness while
choosing a fast food items (Matthes et al., 2013; Zhao et al., 2014).

3.2 Research Objective

The objective of the project study is to understand consumer expectations and awareness related
to fast food purchasing within the Raj Nagar city (Ghaziabad) consumers by means of research

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tools mainly by two parameters namely social, health awareness and age group in the Indian
context is the main research objective of the project
The analysis will be guided by questionnaire targeting each parameter with a detailed question to
verify the viability of the results obtained. With the above the research objective with respect to
the guided, research questions were formulated. In order to address the research objectives, a
conceptual framework is included with the aligned objective. The outcome of the report work will
give an insight into the working-class consumer consumption of fast food and moreover to study
the parameters, what governs it and its relationship with each other.

3.2.1 Key Objective

Understanding consumer perceptions and awareness related to fast food consumption within the
working-class consumers by means of data analysis is the main research objective of this
project.

3.2.2 Sub Objectives

1. To identify the consumer expectations and purchasing trends related to green purchasing
within the Indian consumers
2. To study the consumer awareness in relation to social, health and age groups across the
green consumers in India

3.3 Research Questions

RQ1: How social value is related to working class consumer’s fast food consumption?
RQ2: Does working class consumer’s fast food consumption have a significant difference in
levels of different age groups and genders based on social value?
RQ3: Does the health concern have any relation to consumer buying decision?
RQ4: Does working class consumer’s fast food consumption have a significant difference
in levels of different age groups and genders based on health awareness value?

3.4 Research Approach

Analysis of theoretical and empirical research was used to set up the research framework and
elaborate the structure for empirical research. All research questions derived from the objectives
in this study were aimed at describing and developing a more detailed understanding within the
area. Thus, the research objectives were in line with the multiple case studies which were also an
essential part of the survey. Overall, the research had two approaches: quantitative and qualitative,
both of which had their own objectives and methods.

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3.4.1 Qualitative research

Qualitative research is done through an in-depth research that explores the background and
context for the purpose of reporting the findings as it occurs from the interviewees. Qualitative
methods offer an internal view which seeks to shed light on the why of an issue, bringing insights
to more quantitative analysis and findings. Hence, “qualitative studies have the goal of eliciting
understanding meanings; where the researcher is the 'primary instrument' of data collection and
analysis; it makes use of fieldwork and an inductive orientation to analysis, and findings that are
richly descriptive” (Merriam, 1998). It is an exploratory research method and it involves using
unstructured techniques. Qualitative analysis is more explicitly interpretive, creative and personal
than quantitative analysis. The strengths of qualitative research methods are derived primarily
from its inductive, interpretivism and constructionism approach and its focus on specific
situations or people (Patton,2002).
In this research, it is assumed that, because the buying practices and approaches of different
individuals is very distinct and varies from each other, it can therefore not be reduced entirely to
figures or numbers as in a case of quantitative research.
The qualitative aspect of the research was exploratory and descriptive in nature and it involved
sampling views from respondents.

3.4.2 Quantitative Research

Unlike qualitative research, quantitative research method indicates that social reality is an external
and objective reality and that society is static and not dynamic. Quantitative research deals with
the measuring of a phenomenon and quantifying such measurement with figures or statistics. The
aim was to collect detailed information through various data collection procedures over a
sustained period of time.

3.5 Research Design

Ø Research Relationships

The exploratory descriptive design was utilized to survey views from customers. The use of the
exploratory descriptive design facilitates and makes for flexibility in enabling the researcher to
examine all aspects of the objectives. In this design the interviewee usually ‘leads’ the interviewer
as data or information unfolds. Follow up questions and clarified concepts ensure that information
collected is exhaustive of the topic of the study. The exploratory design will make it possible to
have an in-depth knowledge of the perceptions of relevant stakeholders in the various aspects
practicing green marketing and sustainable development in Indian context. The flexibility that
comes with the exploratory method makes it appropriate to use especially because of the target
population and the topic of my project.

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Ø Target Population

The researcher designed the selection of consumers to determine consumer’s consumption of the
fast food within a specified region. Also, the consumers or customers who are of 20 and above 20
years of age regardless of being a male or a female with the ability and willingness to make
purchase decisions are taken into account as the decision makers. All the target respondents are
decision makers and all the chosen population are educated and have minimum qualifications with
a buying capacity. The researcher wants to find out a link within two parameters across the
population and driving buying decision making reasons and the influencing factors. The goal
becomes difficult in finding the sample size that is the representative of that population. The
minimum size of the sample for the study is based on the sample size formula which commonly
used in carrying out marketing research.

3.6 Data Collection Methods

3.6.1 Primary data

Primary data was generated from in-depth studies or surveys. Each survey therefore was based on
raw data gathered through interviews and questionnaire that was unique (Hague, 2006). This
research was highly dependent on primary data. Primary data collection approach is used to gather
information about consumer perceptions and behaviour by highlighting on their attitude on fast
food marketing. It is useful to know the consumer mindset and built up beliefs and prejudices that
govern the decision making. Primary data is collected through questionnaire and interviews. The
data collection tools were designed in English in order to make easy for the respondents in the
Indian city, as all the consumers are literate and educated keeping the clarity of the text simple to
ensure so as not to change the content of the question.

3.6.2 Questionnaire

A large part of the information was collected through online questionnaire. The questionnaire
dealt with the target population who are the customers generally buying decision makers of the
country was selected with the combination of probability & non-probability sampling method.
The proposed sample size was studied, and the proposed research instrument is self-
administrated questionnaire, E-mail and face to face interviews with customers.
The study is basically explanatory in nature. The focus of this study is to know about consumers’
consumption of fast food in Raj Nagar. The data employed in this project come from a survey
conducted among consumers in the Raj Nagar region of Ghaziabad. Mainly, a structured
questionnaire was developed and was used to collect data. Direct face to face interviews with
respondents were undertaken during the survey since Cooper (2002) points out that a direct face
to face interview is more reliable approach in contingent valuation studies. The face to face
interview based on questionnaire offered one-on-one interactions with the consumers and
provided an opportunity to explain some of the questions to respondents with average literacy
levels. This method was vital to ensure high reliability and accuracy of the data collected. Using
convenient sampling, 164 consumers were selected from this urban area to participate in the

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survey as this area is representative of the major urban consumer market in Ghaziabad. Primary
data were collected for the purpose of this research. As per that, primary survey was conducted in
February and March 2019 targeting consumers who consume fast food and were selected
randomly. Consumers (respondents) were selected using systematic random sampling technique.
After the tabulation of data, normal Z test was used to analyse the relationship variables explained
in the conceptual framework.

3.6.3 Pre-testing

The questionnaire was pre-tested using response of potential respondents in same region. The pre-
testing enables the researcher to ensure that the questions are rid of any form of ambiguity and
that the set of questions effectively measures the subject of interest. The questionnaire for the
consumers was pre-tested by 25 respondents from India.

3.6.4 Response format

In order to obtain information about the respondents from the consumers close ended are
included. Also, the labelled scale response format is used to know the consumer preferences or
awareness for fast food consumption.
In this research, the Likert scale were used because it generates a higher reliability coefficient
with lesser items than other scales that are developed with other methods (Hayes,1998). Likert
scale provides a high tendency of receiving responses that accurately portrays the opinions of
respondents in a research which contributes the spread of variance of feedbacks.

3.6.5 Secondary data

Secondary data used in this study came from sources such as internal data within different
research firms, research journals, articles, books, reports and online databases and websites of the
companies targeted. The quality of secondary data is usually good and authentic. In order to
include and exclude what are the valid information which might be useful for further research.

3.7 Sampling Method

In both quantitative and qualitative research, sampling is one of the important steps for
researchers (Bryman,2006). Given the objective of the study, both the stratified simple random
sampling and purposive sampling method are considered suitable in selecting respondents.
Stratified simple random sampling is a variation of simple random sampling where the population
is divided into mutually exclusive and relatively homogeneous groups called (Shukla,2008).
However, we are testing the on the sample size of 164 customers.

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The formula for arriving at this figure is given as:

Formula: n = t2 * p (1-p)
m2

where,

n = required sample size

t = confidence level at 80%
p = percentage of probability of selecting respondent (50% if unknown, infinite or more than 1
million)
m = margin error at + 5% (standard value of 0.05)

3.7.1 Sampling Characteristics

In this case for the study project, we use 117 actual respondents to test our hypothesis. This
research goes beyond the minimum sample size required for conducting the studies. An increase
in the sample size beyond what is recommended therefore increases the validity of
generalizability of the findings. The sample size will be divided into strata according to age to
cover the part of the population that can make decisions to take part in the market process. In this
research, the purposive sampling method will be used. Purposive sampling is a non-probability
sampling method where the researcher selects a sample with a purpose in mind and the sample is
thus selected to include people of interest and exclude those who do not suit the purpose. Efforts
were made to reduce the likelihood of using lot of people from one sub-group in the population.
The sampling therefore cut across individuals with wide demographic attributes. In order to
achieve external validity, the research ensured that a range from one extreme to another in
included in terms of grouping and respondents’ size.

CONSUMING FAST FOOD: THE PERCEPTIONS AND PREFERENCES 13

OF WORKING CLASS PEOPLE
CHAPTER FOUR

DATA ANALYSIS AND FINDINGS

4.1 The Conceptual Framework

Based on the theoretical context and scope of study, a conceptualization of effective behavioural
pattern in the event of emerging themes of consumption of fast food and to create a framework
about awareness of consumers of nutritious diet would immensely help to maintain responsible
consumption and production processes in the future. In this research, we will use mainly three
dimensions which are social value, health knowledge and for demographic we consider the age
group. This study considers these three constructs to develop a perceived value scale to assess
consumer consumption behaviour across working class segment in Raj Nagar.

Social Value Level

Consumers’ Consumption
of Fast Food

Health and Nutritional

Value Level

Fig 1: Conceptual framework of the author’s interpretation of the study

4.2 Hypothesis Development

Ø Social Value

Social value is defined as specific utility or behaviour derived from an unconventional association
with a social group of people who become specific in terms of precise aspects (Lin & Huang,
2012). This behaviour can be further identified as subjective based on the concern which shows
that at adapting and approving the style of behaviour. This behaviour lead to personal perceptions
of what peers think an individual should do (Arvola et al., 2008). Accordingly, consumers tend to

CONSUMING FAST FOOD: THE PERCEPTIONS AND PREFERENCES 14

OF WORKING CLASS PEOPLE
show how they choose to acquire green products as per societal forces, not only that they are
required to know about them in order to associate and represent the society they prefer.

Ø Health Awareness and Nutritional Value Knowledge

Health value of consumers can be defined as the general orientation of individual consumers
and their level of concern toward health issues (Choi and Kim, 2005). The level of consumers
concern over health depends on many factors like cultural, educational, political, legal and
economics. Therefore, it is clear that knowledge about health issues is a significant predictor
of nutrition friendly behaviour and it has even been found that individuals who are highly
knowledgeable about health issues are more willing to pay a premium price for green
products.

In accordance to the above reasoning, the following hypotheses are posited:

H1: Social value and Lifestyle attributes positively affect working class consumer’s consumption
of fast food products

H2: The health concern has a positive correlation to consumer consumption of fast food products

4.3 Hypothesis Testing Method

Hypothesis testing was used as a tool to obtain a proper scheme for making decisions using a set
of rules, rather than relying on person opinions. The hypothesis test considers a correct decision-
making criterion that is consistent in all cases.
One-tailed test is used for the analysis of hypothesis 1 and 2. In this test, the values of the
variables that are studied under the alternative hypothesis are considered greater than or less than
the values of the variables under the null hypothesis, but not both. (Pereira, Leslie 2009)
Normally, this test is used in cases where there is strong evidence to suggest a particular outcome.
Accordingly, it requires a smaller number of subjects to have significance.

4.4 Data Analysis

The analysis of data from questionnaires will follow from traditional qualitative and quantitative
data analysis processes. It will involve an assessment of information and presentation of
information collected in a meaningful manner. The researcher has made the questionnaire
defining the objective of the study project and selected each question very appropriately to ensure
the validity of the results.
However, time series data on volume of respondents and other numerical data will be analysed
using Microsoft excel. The Microsoft excel software will be used to compute graphical
representation in the form of percentages and frequencies.
Measures of central tendencies and variance analysis will be employed in this regard to explain
certain trends. The first step in the use of excel is the conversion of the raw data and assigning
codes to each variable for entry. The closed ended questions will be coded based on a self-

CONSUMING FAST FOOD: THE PERCEPTIONS AND PREFERENCES 15

OF WORKING CLASS PEOPLE
designed scale. For making the calculation more meaningful, appropriate Likert scale has been
chosen as per the related question is used for the analyses of the data. To simplify, two-point,
three-point and five-point Likert scale has been used to analyse each variable closely. The
Table.1, posits questions aligned to identify each variable and the steps how the calculation has
been carried out.

Table 1: Questions and the tests used for each variable

SOCIAL VALUE

1. How often do you 2. Is your consumption habit

consume fast food in a influenced by various modes
month on an average? of promotions by fast food 6. What part of your
• More than once a chains? monthly income do you
day - 4 • Strongly agree - 4 spend on fast food?
• Once a day - 3 • Agree - 3 • < 10% - 0
• Once a week - 2 • Neither agree nor • 10 - 15% - 1
• Once a month - 1 disagree - 2 • > 15% - 2
• Less than once a • Disagree - 1
month - 0 • Strongly disagree - 0

14. Consumption of fast foods

depends upon emotional
variables such as happiness, 15. You eat fast food
sadness, anger and stress frequently when you are
• Strongly agree - 4 • In group - 2
• Agree - 3 • With opposite gender -
• Neither agree nor 1
disagree - 2 • Alone - 0
• Disagree - 1
• Strongly disagree - 0

CONSUMING FAST FOOD: THE PERCEPTIONS AND PREFERENCES 16

OF WORKING CLASS PEOPLE
HEALTH AWARENESS VALUE

8. On a scale of 1 to 5, how
9. In a day, how many meals do
familiar are you with balanced
you usually replace with fast
& nutritious diet?
food?
• 1 – Totally Aware - 5
• One -1
• 2 -4
• Two -2
• 3 -3
• More than two - 3
• 4 -2
• None -0
• 5 – Totally Unaware - 1

10. Do you feel your fast food 11. Considering the availability
consumption is increasing day by of healthy snacks, how likely
day? would you prefer healthy
• Yes -2 alternative over fast food?
• No -0 • Scale of 1 to 10, same
• Can’t say - 1 values considered

13. Do you feel fast food eating

12. Are you aware of various habit changes ones attitude
types of heart diseases / towards normal balanced diet?
disorders / obesity associated • Very much Yes -4
with fast food consumption? • Somewhat yes -3
• Yes - 1 • Neither yes nor no - 2
• No - 0 • Somewhat no -1
• Very much no -0

CONSUMING FAST FOOD: THE PERCEPTIONS AND PREFERENCES 17

OF WORKING CLASS PEOPLE
4.5 Survey Results

Personal Details
Gender

Gender
150

100
103
Total
50
58
3
0
Female Male Others

Age-group

Age Group
100 85
80
60
39
40 23 Total
17
20
0
16-20 21-29 30-35 36 and above

Marital Status

Marital Status
100 92
80
60
60
40 Total
20 8 4
0
Divorced Married Unmarried Widowed

CONSUMING FAST FOOD: THE PERCEPTIONS AND PREFERENCES 18

OF WORKING CLASS PEOPLE
Highest qualification

Educational Qualification
80 68
56
60
40 23 17
20
Total
0
…

-…

n…
w-

st
at

io
lo

Po

ss
du
Be

e
a

of
Gr

Pr
Occupation

Occupation
60 51
50 42 41
40
30 24
20 6
10
0 Total
ife

t
d
d
na

en
e
ie
ew

oy
io

lar

ud
ss

pl
us

Sa

St
e

em
Ho

of
Pr

lf
Se

Yearly family income

Family Income
70
58
60
50 39
40 36
31
30
Total
20
10
0
4 lakhs to 6 7 lakhs to 10 above 10 Below 4 lakhs
lakhs lakhs lakhs

CONSUMING FAST FOOD: THE PERCEPTIONS AND PREFERENCES 19

OF WORKING CLASS PEOPLE
Number of members in the family

Family Members
100
81
80
57
60
40 Total

20 11 15

0
2 to 4 4 to 6 Above 6 Up to 2

Question 1: How often do you consume fast food in a month on an average?

Q1
80 69
60
42
40 27
20 11 15
Total
0
Less than More Once in a Once in a Once in a
Once in a than once Day Month week
Month in a day

CONSUMING FAST FOOD: THE PERCEPTIONS AND PREFERENCES 20

OF WORKING CLASS PEOPLE
Question 2: Is your consumption habit influenced by various modes of promotions by fast food
chains?

Q2
70 64
60
50 42
40 26 27
30
20 Total
10 5
0
Agree Disagree Neither Strongly Strongly
Agree nor Agree Disagree
Disagree

Question 3: Which is the most effective promotional activity impacting your buying
decision/behaviour?

Q3
60 54
50
50
38
40
30 22
20 Total
10
0
Discount Exclusive Free Home Others
Coupons day offers Delivery

CONSUMING FAST FOOD: THE PERCEPTIONS AND PREFERENCES 21

OF WORKING CLASS PEOPLE
Question 4: Which option of Fast Food Consumption do you mostly prefer?

Q4
100
81
80 70
60
40 Total
20 13
0
Dine in Drive through Take away
Restaurant

Question 5: Which is the most suitable timing for consuming fast food?

Q5
120
103
100
80
60
36 Total
40
22
20
3
0
Afternoon Evening Late Night Morning

CONSUMING FAST FOOD: THE PERCEPTIONS AND PREFERENCES 22

OF WORKING CLASS PEOPLE
Question 6: What part of your monthly income do you spend on fast food?

Q6
120 108
100
80
60
37 Total
40
19
20
0
< 10% < 15% > 15%

Question 7: Your preference for fast food is due to?

Q7
60 54
50
50
38
40
30 22
20 Total
10
0
Discount Exclusive day Free Home Others
Coupons offers Delivery

CONSUMING FAST FOOD: THE PERCEPTIONS AND PREFERENCES 23

OF WORKING CLASS PEOPLE
Question 8: On a scale of 1 to 5, how familiar are you with balanced & nutritious diet?

Q8
50 43 45
40
32
30 25
19 Total
20

10

0
1 2 3 4 5

Question 9: In a day, how many meals do you usually replace with fast food?

Q9
70 60
60
50 45 42
40
30 Total
20 17
10
0
More than 2 None One Two

CONSUMING FAST FOOD: THE PERCEPTIONS AND PREFERENCES 24

OF WORKING CLASS PEOPLE
Question 10: Do you feel your fast food consumption is increasing day by day?

Q 10
100 93

80
60 50
40 Total
21
20
0
Cant Say No Yes

Question 11: Considering the availability of healthy snacks, how likely would you prefer healthy
alternative over fast food?

Q 11
35 31 31
30 27
25 21
20 16
15 13 Total
10 8 7
6
4
5
0
1 2 3 4 5 6 7 8 9 10

CONSUMING FAST FOOD: THE PERCEPTIONS AND PREFERENCES 25

OF WORKING CLASS PEOPLE
Question 12: Are you aware of various types of heart diseases/disorders/obesity associated with
fast food consumption?

Q 12
140
115
120
100
80
60 49 Total
40
20
0
No Yes

Question 13: Do you feel fast food eating habit changes ones attitude towards normal balanced
diet?

Q 13
60 57

50 44
40
30 27
30
20 Total
10 6
0
Neither Yes Somewhat Somewhat Very Much Very Much
or No No Yes No Yes

CONSUMING FAST FOOD: THE PERCEPTIONS AND PREFERENCES 26

OF WORKING CLASS PEOPLE
Question 14: Consumption of fast foods depends upon emotional variables such as happiness,
sadness, anger and stress

Q 14
80
67
70
60
50 40
40 36
30 Total
20 16
10 5
0
Agree Disagree Neutral Strongly Strongly
Agree disagree

Question 15: You eat fast food frequently when you are

Q 15
100
82
80
60 50
40 32 Total
20
0
Alone In group With opposite
Gender

CONSUMING FAST FOOD: THE PERCEPTIONS AND PREFERENCES 27

OF WORKING CLASS PEOPLE
4.6 Reliability and Interpretation

H1: Social value and Lifestyle attributes positively affect working class consumer’s
consumption of fast food products

Social value represents the norm set by the society to see a particular trend which is appreciated
socially. We ‘consumers’ are social being, we tend to behave, or we expect to be seen as someone
who is of some importance and has some status. That is the reason many of us follow the trend of
being smarter and to follow a richer and healthier lifestyle. ‘Social value’ concern of consumers
in relation to consumption while consuming fast food. All respondents of the survey consisted
with consumers who already consume fast food. Accordingly, the analysis of social value
indicates that almost above 51 percent of consumers are concerned about social value. In the same
time, the average level of social value is reported as 8.32 (with a standard deviation value of 2.42)
in which 16 is reported as the maximum value. Figure 2 also clearly indicates the spread of level
of social value of consumers. However, at the significance level of 0.05, we can test if the Social
value is positively correlated with consumption of fast food amongst consumers, i.e. if p-value
associated with Z-value is less than 0.05, then H1 is accepted. It means the social value plays an
important role in consumer consumption behaviour.

Table 2: Calculation of Social Value (SV) through Normal Distribution

Obtained mean 8.32

Max SV Lev 16

SVL 51% (Pass) 8.17

Standard Dev 2.42

N 117

Alpha 0.05

Z 5.93

Since the Social Value obtained (52.03%) is greater than the hypothesized Social Value level
(51%). Hence, we FAIL TO REJECT Hypothesis 1.
Since at Z-value of 5.93, associated p-value is 0.0001; we FAIL TO REJECT Hypothesis 1.

CONSUMING FAST FOOD: THE PERCEPTIONS AND PREFERENCES 28

OF WORKING CLASS PEOPLE
With conducting Z-Statistics test, we find that Z-value at found mean and standard deviation
(8.32 and 2.42 respectively) is 5.93. At this value of Z, the associated p-value is 0.00001, which is
significantly less than 0.05. Hence, we can state that Hypothesis 1 is SUPPORTED.

Ø Calculation of Social Value

In this scenario of green awareness can also be considered a trend setting example of a holistic
approach to a healthier lifestyle, by the norms of the society. The table below shows how the
Social awareness score has been calculated. To calculate the Social value score of the given
sample, the questions targeted to the social value has been selected precisely to be able to fit the
hypotheses. All the questions selected for this hypothesis is aligned to address its significance.
For this hypothesis, a total of five questions are selected. The data or the score was calculated
through Likert scale. In order to make the calculation more meaningful, appropriate Likert scale
has been chosen as per the related question for the analyses of the data as shown in Table.1 and
then the Z- normal distribution test was used to achieve the results.
Below Table 3 shows the elaborate calculation of the part of the data collected in excel for better
understanding, where all the data of each respondent is recorded and has been given a numerical
representation. With each given question chosen for calculating Social Value (SV), the responses
from each question are calculated and then the summation of all the responses as per the Likert
scale score are added together to get the score from each respondent.

Table 3: Part of the data for calculating Social Awareness

How often do Is your What part of Consumption of You eat fast Social
you consume consumption habit your monthly fast foods depends food when Value
fast food in a influenced by income do upon emotional you are Level
month on an various modes of you spend on variables such as (Selected)
average? promotions by fast fast food? happiness,
food chains? sadness, anger and
stress
2 3 0 3 1 9
2 2 0 3 2 9
2 3 0 4 2 11
1 1 0 3 1 6
1 3 0 3 2 9
2 3 0 3 0 8
1 1 0 3 2 7
2 1 0 3 0 6
2 2 0 2 2 8
2 3 1 3 2 11

CONSUMING FAST FOOD: THE PERCEPTIONS AND PREFERENCES 29

OF WORKING CLASS PEOPLE
Ø Graphical representation of Social Value Level (SVL)

The social value graph below summarizes the SVL score distributed across the consumers. As we
see from the graph the SVL score average value is between 2 to 14 and the highest has gone to 13
which is quite a good score. From this graphical representation, we can see that the Social Value
level of the consumer is widely scatter over the range, with over 50% of the people above 8. Even
for the people with Social Value less than 8, more than 70% of the consumers have a Social
Value more than 8, which strengthens the fact that Social Value plays a very important role in
defining consumer buying behaviour of fast food. Also, it is interesting to observe that some
people do not care much about the social value, that is why the we have also seen score that is
below 5. In this case the lowest is 2 which is quite low for a figure altogether. Another, interesting
note to observe from the graph is the difference between the least and the maximum score
achieved is 11. Apart from that most of the consumers have an average score range between 8 to
13. This signifies, that India is quite a versatile and unpredictable country where some consumers
are quite concerned and aware of their purchases and the social value it carries and on the other
hand there are also people that do not care much.

Social Value Level

Social Value Level (Selected)

14

12

10
Social Value

0
0 20 40 60 80 100 120 140
Consumers

Fig 2: Social Value Level (SVL) of consumers

CONSUMING FAST FOOD: THE PERCEPTIONS AND PREFERENCES 30

OF WORKING CLASS PEOPLE
H2: The health concern has a positive correlation to consumer consumption of fast food
products

Table 4 explains the relation Health Awareness value with the consumer buying behaviour. All
respondents of the survey consisted with consumers who already consume fast food within the
scope of this study. Accordingly, the analysis of Health Awareness Value indicates that around
62% of the consumer consider impact of Fast food on health while consuming it. In the same
time, the average level of Health Awareness Value is reported as 14.87 (with a standard deviation
value of 3.08) in which 24 is reported as the maximum value. Figure 8 also clearly indicates the
spread of level of health concern of consumers. However, at the significance level of 0.05, it can
be tested if health awareness level is positively correlated with fast food consumption behaviour
of consumers, i.e. if the p-value associated with the Z-value is less than significant value of 0.05.

Table 4: Calculation of Health Awareness Value (HAV) through Normal Distribution

Obtained mean 14.87

Max Health Level (EAL) 24

EAL 51% (Pass) 12.24

Standard Dev. 3.08

N 117

Alpha 0.05

Z 6.58

Since the Health Awareness Value obtained (61.97%) is greater than the hypothesized Social
Value level (51%). Hence, we FAIL TO REJECT Hypothesis 2.
Since at Z-value of 6.58, associated p-value is 0.0001; we FAIL TO REJECT Hypothesis 2.

With conducting Z-Statistics test, we find that Z-value at found mean and standard deviation
(14.87 and 3.08 respectively) is 6.58. At this value of Z, the associated p-value is 0.00001, which
is significantly less than 0.05. Hence, we can state that Hypothesis 1 is SUPPORTED.

Practically, this finding brings interesting implications. The producers of fast foods would be
much interested to know about determinants of consumers’ awareness about health. Results
indicated that consumers concern about health has a positive impact on consumers’ buying

CONSUMING FAST FOOD: THE PERCEPTIONS AND PREFERENCES 31

OF WORKING CLASS PEOPLE
behaviour of fast food. Accordingly, this knowledge can be used when and where possible in case
of business strategy (designing a menu), processes and systems and specifically advertising is set
by the producers.

Ø Calculation of Health Awareness Value

The table below shows how the health awareness score has been calculated. In order to calculate
the Health awareness score of the given sample, the questions targeted to the health awareness has
been selected very meticulously from the prepared questionnaire to address this issue. For this
hypothesis, a total of six questions were selected. The data or the score was calculated through
Likert scale as shown in Table.1 and then the Z- normal distribution test was used to achieve the
results.
Table1. and Table 5. shows the elaborate calculation of the part of the data collected in excel for
better understanding. With every given question chosen for calculating Health Awareness Value
(HAV), the responses from each question are recorded and then the summation of all the
responses as per the Likert scale score are added together to get the score from each respondent.
The researcher has simplified the numerical representation in few questions for better
understanding and numerical simplification.

Table 5: Part of the data for calculating the Health Awareness

On a In a Do you feel Considering Are you aware of various Do you Health

scale of 1 day, your fast the types of heart feel fast Value
to 5, how food availability of diseases/disorders/obesi food Level
how many consumptio healthy ty associated with fast eating (Achieved
familiar meals n is snacks, how food consumption? habit )
are you do you increasing likely would changes
with usually day by day? you prefer a 0s
balanced replace healthy attitude
& with alternative towards
nutritiou fast over fast 0rmal
s diet? food? food? balance
d diet?
2 1 0 9 0 3 15
2 1 1 8 0 3 15
3 0 2 6 1 4 16
2 1 0 10 1 4 18
4 0 1 7 0 4 16
3 0 0 9 1 3 16
3 0 0 8 0 3 14
4 2 0 10 0 4 20
3 1 0 8 0 2 14
2 0 1 7 0 2 12

CONSUMING FAST FOOD: THE PERCEPTIONS AND PREFERENCES 32

OF WORKING CLASS PEOPLE
Ø Graphical representation of the Health awareness level

The Health graph below summarizes the HAL score distributed across the consumers. As we see
from the graph the HAL score average value is between 13 to 16 and the highest has gone to 23
and lowest score been 6. Therefore, we can say that the variation between the least and the
maximum score is quite big of approx. 17. It signifies, that in India that some consumers are quite
aware about health implications of consuming fast food and some are least, but the scope is high.
However, it is interesting to know none of them scored below 5, it says that somehow it has
maintained a decent score among most of the consumers. Although there is a scope of increase in
the near future.

Health Awareness Value

25

20
Health Awareness Value

15

10

0
0 20 40 60 80 100 120 140
Consumers

Fig 3: Health Awareness Level (HAL) of consumers

CONSUMING FAST FOOD: THE PERCEPTIONS AND PREFERENCES 33

OF WORKING CLASS PEOPLE
CHAPTER FIVE

SUMMARY AND CONCLUSION

5.1 Conclusion and Scope for Future Research

In the analysis of determinant of consumer’s consumption of fast food, are categorized into two
variables i.e. social value, health concern in contrast to age group. The analysis indicated that
social values of working-class customers who consume fast food have positive relation to their
consumption. Also, health related concerns of working-class consumers show direct relation to
awareness of nutritious diet in Raj Nagar district in Ghaziabad.
There, is an interesting result between the two age groups, that shows the awareness might vary
or may be equal between the younger and the older age groups. So, it justifies that younger
generations are quite familiar with the awareness of the nutritious and balance diet. Nonetheless,
the older group are quite responsible and aware of the health awareness with the consumption of
fast food.
In the study, social awareness plays a determining role in the model. The findings have
supported the consumer consumption with respect of the two variables and it can be even applied
for future research in determining additional factor and testing this variable of education and age
group as an additional element to test consumer consumption behaviour. This will help to link
the relationship between purchase intention and actual buying behaviour. Although, there seems
to exist a gap in communication of commitment between the firm’s initiatives and the
consumers’ behaviour which can be a good scope of future research.
One thing that is being reiterated is that the current consumption levels are too high and are
unsustainable. Therefore, there is a need for health marketing and a need for a shift in the
consumer’s behaviour and attitude towards more nutritional friendly life styles. The current
study is a compilation of various aspects related to Healthy Fast Food marketing. It is clearly
evident from review of literatures and the conceptual model that the majority of the consumers
still lack ‘health’ knowledge and because of such low awareness towards consumption of fast
food, organizations are still not pushing towards developing more low-calorie fast food varieties
People are beginning to realize the importance of health and issues arising due to regular
consumption of fast food. Although this awareness is not happening quickly, it is happening.
Businesses are looking towards gaining an edge in the heath market industry by trying to re-
invent their food items into a more nutritional friendly fast food item. They are cutting down on
extras fat add-ons and turning their operations in similar direction. Companies are also starting to
educate the masses with an increase in advertising that puts emphasis on health products and
how they are more beneficial for the consumers. This kind of advertising goes a long way in
educating the masses and promoting the concept of healthy fast food among the people. With
more and more consumers willing to pay a little extra towards healthy fast food, organizations
are taking notice of the demands and this behaviour and attitude of the consumers.

Green Consumerism: An Empirical Study of Consumers’ Attitude towards 34

Environment Friendly Products
5.2 Managerial Inferences

Social Values –

1. 53% of men and women between the age of 21 – 29 prefer ordering food, which makes it
safe to deduce that food delivery options should directly target the group, via social
media advertisements or brochures being circulated in the office areas and junctions.
2. Promotions play an integral part of attracting consumer base to your restaurants, while we
are aiming at working professionals, 43% of the respondents agree that promotions have
a heavy impact on their purchasing power for consumption of takeout. Which also works
positively for a fast food chain to be able to attract more consumers, with attractive
schemes.
3. Price is a crucial selling point for any fast food or QSR (Quick Service Restaurant) joint
to function in this tough competition and being able to achieve and edge over the rest.
Nearly 41% of the respondents prefer to shell out ten or below ten percent of their
monthly income on fast food. The restaurant should keep a flexible menu, catering
majorly to those who would be able to shell out maximum ten percent of their income per
each meal.
4. Fast food consumption over emotional variables are very high, over 52% of men and
women agree upon the same. We suggest to run innovative schemes during valentine’s
day for singles and also be open for late night delivery for those burning the midnight oil.
5. 52% of the respondents agree to consume food in groups of people, this could be a great
strategy for pulling in more customers. During festivals and parties, the restaurant can run
a few innovative schemes or combos for attracting more consumer base.

Health Awareness –

1. 64% of the respondents are aware about the serious health repercussions one can have
due to the consumption of fast food. This gives us the edge to chalk out a more
interesting menu. With diet fads in trend, one can create a salad menu, or no carbs menu.
2. 40% consume fast food at least once a day, we can create a fun healthy menu with
replacements of unhealthy options, like instead of potato fries they can opt for baked
potatoes or salads. Generating a diverse target audience for the restaurant, as 24% of the
respondents believe that the availability of health snacks is more preferable over fast
food

The framework that is presented in the current paper is based on the need to explain
inconsistencies in attitudes and behaviours that have been revealed in past researches.
Furthermore, the framework also tries to recommend certain ways to cover the research gap. The
current study will provide a valuable insight to organizational researchers in Fast-food industry
to understand perceptions and preferences of health-conscious individuals. Since the success of
introducing high nutritional value fast foods as an alternative snack depends on the consumers
adopting or changing their attitude and behaviour towards such products, it is imperative that
management marketers identify all the factors that encourage acceptance. Thus, the current study
will also be of benefit to the strategy marketers as it aids in developing a marketing strategy that
persuades consumers to seek the value of “health gain” over taste-interest.

Green Consumerism: An Empirical Study of Consumers’ Attitude towards 35

Environment Friendly Products
5.3 Limitations

Concerning our data taken from the participants’ answers of the questionnaire, there are some
complications with the results because the number of participants was little (164 participants) to
obtain more accurate data. This generated a lack of reliability. Therefore, our study cannot be
successfully generalized to a larger population. Furthermore, outcomes from our data could have
been different if the study was carried out in Tier3 city due to disparity in different lifestyle,
income, literacy, sex ratio etc. This study has limited itself to the educated individuals and
consumers only, which may bias the result in terms of consumer awareness and can affect the
results.
So, further research can even test how it might work in both subjective and objective health
knowledge among the general population. This study can be interesting and will give scope what
factor might influence the consumer health awareness fast food consumption in a set
environment.
Moreover, the conceptual framework consisted only of two main parameters namely social value
and health concern of consumers among different age groups in working class consumers. There
might be other factors which might affect the consumer behaviour, but our conceptual
framework does not adequately address them. Removing above limitations would open the path
for further research.

Green Consumerism: An Empirical Study of Consumers’ Attitude towards 36

Environment Friendly Products
 Appendices

APPENDIX 1: Questionnaire for Customers

Dear Respondent,

We, business administration students of IMT, Ghaziabad are undertaking a research project
to collect tangible information on the expectations, purchase behaviour, awareness and
perceptions related to Fast Food (mass-produced pre-prepared food designed for ready
availability, use, or consumption and with little consideration given to quality or significance
with a strong priority placed on “speed of service”) purchasing within the working-class
segment Indian consumers of Raj Nagar area.
You are requested to fill up the questionnaire and answer all the questions as we cannot use
the questionnaire if it is incomplete. You may only choose one answer.
This questionnaire is purely for academic purposes and will certainly respect your right of
anonymity and examine the outcomes of the questionnaire with the highest degree of
confidentiality. Thank you for your willingness to participate and helping to shape the efficacy of
green awareness.

PERSONAL DETAILS

Please indicate your:

Gender
o Male
o Female
o Others

Age-group
o 16-20
o 21-29
o 30-35
o 36 and above

Marital Status
o Married
o Unmarried
o Divorced
o Widowed

Highest qualification
o Undergraduate

Green Consumerism: An Empirical Study of Consumers’ Attitude towards 37

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 o Graduate
o Post-graduate
o Professionally qualified

Occupation
o Student
o Self-employed
o Salaried
o Professional
o Housewife

Yearly family income

o Below 4 lakhs
o 4 lakhs to 6 lakhs
o 7 lakhs to 10 lakhs
o Above 10 lakhs

Number of members in the family

o Up to 2
o 2 to 4
o 4 to 6
o Above 6

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1) How often do you consume fast food in a month on an average?

o More than once a day
o Once a day
o Once a week
o Once a month
o Less than once a month

2) Is your consumption habit influenced by various modes of promotions by fast food

chains?
o Strongly agree
o Agree
o Neither agree nor disagree
o Disagree
o Strongly disagree

Green Consumerism: An Empirical Study of Consumers’ Attitude towards 38

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 3) Which is the most effective promotional activity impacting your buying
decision/behaviour?
o Discount coupons
o Free home delivery
o Exclusive day offers
o Others

4) Which option of Fast Food Consumption do you mostly prefer?

o Dine in Restaurants
o Takeaway
o Drive through

5) Which is the most suitable timing for consuming fast food?

o Morning
o Afternoon
o Evening
o Late Night

6) What part of your monthly income do you spend on fast food?

o < 10%
o 10-15%
o > 15%

7) Your preference for fast food is due to?

o Convenience
o Taste and variety of options
o Pricing
o Other

8) On a scale of 1 to 5, how familiar are you with balanced & nutritious diet?

Totally Aware (1) 2 3 4 Totally Unaware (5)

o o o o o

9) In a day, how many meals do you usually replace with fast food?
o None
o One
o Two
o More than two

10) Do you feel your fast food consumption is increasing day by day?
o Yes

Green Consumerism: An Empirical Study of Consumers’ Attitude towards 39

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 o No
o Can’t say

11) Considering the availability of healthy snacks, how likely would you prefer healthy
alternative over fast food?

< Very Very

unlikely Likely
>
1 2 3 4 5 6 7 8 9 10
o o o o o o o o o o

12) Are you aware of various types of heart diseases/disorders/obesity associated with fast
food consumption?
o Yes
o No

13) Do you feel fast food eating habit changes ones attitude towards normal balanced diet?
o Very much Yes
o Somewhat yes
o Neither yes nor no
o Somewhat no
o Very much no

14) Consumption of fast foods depends upon emotional variables such as happiness, sadness,
anger and stress
o Strongly agree
o Agree
o Neither agree nor disagree
o Disagree
o Strongly disagree

15) You eat fast food frequently when you are

o In group
o Alone
o With opposite gender

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