Consumer Involvement

A Research Report on“Consumer Involvement level of fast food industry” |

[Business Research Methods] |

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Executive summary

This project had been assigned by Mr. Manqoosh-ur-Rehman lecturer of Business research methods on 6th Jan, 2010. The topic was to analyze the “Consumer Involvement” in fast food industry and we focused on the customers of Fri-chicks, a very well-known and emerging fast food restaurant in Lahore.

Although, there is a growing volume of research on consumers especially for fast food restaurants but there are many variables which are still confusing or may be changing according to the customer changing taste and buying or decision pattern. That’s why in this project we considered product attributes, such as Price, Ingredients, Quantity and Hygiene factors. We collected information with the help of questionnaire from the customers who ate fast food, specifically from Fri- Chicks.

Then we have analyzed the collected data through SPSS and made a decision by analyzing and interpreting the data.

We took 7 days for the research work till the analysis and findings of the assigned project i.e. “consumer involvement level of fast food industry”.

We also have clarified out time schedule and task management through Gantt chart as well and in the end we have also determined the total and segmented cost of the whole project.

Problem Statement

How many customers are involved in fast food industry?

Research question/Problem:

1. What factors are influencing the consumer involvement level of fast food industry in Lahore?

2. Does consumers concern with price of the fast food?

3. Does consumers concern with Quantity of the fast food?

4. Do customers want hygienic products?

5. Is the price they are offering affordable to number of customers?

6. Are customers looking for ingredients in fast food?

7. Does a customer go for fast food daily or...