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Marketing Research Essay

5000 words - 20 pages

MARKET ANALYSIS
OF
QUICK SERVICE RESTAURANTS

Submitted By:

Submitted to:
Prof Joyeeta Chatterjee

Approvals: Distribution List:
Prof Joyeeta Chatterjee Prof Joyeeta Chatterjee
Prof. Praveen Gupta Library

Copyright is retained by the authors of this report, as stipulated by Indian copyright act 1957. Individual researchers are responsible for using these materials in conformance with copyright law as well as any donor restrictions accompanying the materials.

CERTIFICATE

This is to certify that the project report entitled Analysis of Quick Service Restaurants (Context ...view middle of the document...

NO. | TITLE | PAGE NO. |
1. Chapter 1 1
2. Chapter 2 5
3. Chapter 3 24
4. Chapter 4 28

List of References
Bibliography

Chapter-1

Introduction
Indian preference towards food is still traditional. Indians like to have home-cooked meals – a concept supported religiously as well as individually. However, with times due to increasing awareness and influence of western culture, there is a slight shift in food consumption patterns among urban Indian families have started with eating outside and moved on to accepting a wide variety of delicacies from world-over.
With the liberalization of the Indian economy in the early 1990s and the subsequent entry of new players had set a significant change in lifestyles and the food tastes of Indians. Indians started to have an open mindset towards fast food. In spite of initial resistance in form of campaigns about the nutritional value of the food, fast food gained acceptance of Indian palate after the multinational fast food players adapted the basic Indian food requirements viz. vegetarian meals and selected non-vegetarian options excluding beef and pork totally from their menu. Due to their fast paced life, affordability of fast food and easy availability people, with time began to prefer fast food.
It all began with the entry of Mc Donald’s, the famous American burger chain. The success of this chain acted as a catalyst in the development of Indian fast food industry. This was followed by many new entrants like the following entering into the market. Namely :
1. KFC
2. Subway
3. Domino’s
4. Pizza Hut and many others.


Market
Segmentation
7
•Accounting Transparency
•Organized Supply Chain
•Quality Control
•Sourcing Norms
•Multiple Outlets
•Dominated by Global Players
•Road-side location
•No technical standards
•No accounting
standardization
Highest growth segment.
Maximum Footfall due to increasing
traffic at airports, railway stations, malls, multiplexes and supermarkets

Eat-in
Home
Delivery
Casual
Dining

Take-away

Fine Dining

Kiosks/Carts
Bars and
Lounges

QSRs
Full-Service
Restaurants

Organized

Unorganized

Restaurant
Industry

The Restaurant Industry is divided into 2 segments. i.e. ,
1.Unorganised
Under this comes the road side stalls and thelaas and sometimes roadside mini shops. The main factor of concern with this segment is that it lacks technical standards ,no systematic working ,no accounting standardization and the most important is hygiene factor.
2.Organized
These are the one with proper sitting arrangements, organized supply chain, they have control over the quality,...

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