Broad objective: • To develop a consumer behavioral profile for the fast-food industry. Specific objectives:  To know briefly about the fast food industry  To identify the consumer characteristics of the fast food industry in Dhaka  The group influence regarding fast food.  To identify the motivational factors that influences the fast food customers.  To see the perception of consumers between any two fast food regions of Dhaka.  To find the situation influences that affects the fast food buyers.  To identify the evaluative criteria that the consumers use for selecting fast-food outlet  To construct a list of best fast food items in Dhaka City

2. Consumer profileof fast foodConsumer profileof fast food
industryindustry

3. OBJECTIVE OF THE REPORTOBJECTIVE OF THE REPORT
 To Know About The Fast Food Industry
 To Identify Consumer Characteristics Of Fast Food Industry In Dhaka City
 To Find Out The Group Influences
 To See The Situational Influences That Affect The Customers

4. METHODOLOGYMETHODOLOGY
 Research Type : Exploratory
 Sampling Method : Clustered & Convenient
 Sample Size : 100
 Instrument : Questionnaire

5. HISTORY OF FAST FOODHISTORY OF FAST FOOD

6. CONSUMER CHARACTERISTICSCONSUMER CHARACTERISTICS

7. 3%
12%
50%
30%
5%
Below 15
15-20
20-25
25-30
Above 30
Ageof therespondentsAgeof therespondents

8. EDUCATIONEDUCATION
3%
12%
47%
38% School
College
Graduation
Post Graduation

9. OCCUPATIONOCCUPATION
73%
1%
24%
2%
Student
Business Person
Service
Others

10. FREQUENCY OF VISITFREQUENCY OF VISIT
0 10 20 30 40 50 60 70 80
Once a week or
more
Twice a month
Once a month
Once in two or
three months
Frequency

11. Group influenceonGroup influenceon
thefast food consumersthefast food consumers

12. Referencegroup influenceReferencegroup influence
 Informational
 Normative
 Identification

13. Consumption ritualConsumption ritual
0
10
20
30
40
50
60
Spending Time With Friends
Celebration
Lunch
Birthday
Tiffin
Dating
Busy Executives
Breakfast
Movie
Cricket
Working Woman
Football
Religious Festival

14. MOTIVATIONMOTIVATION
 Need for novelty
 Need for consistency

15. Situational influenceSituational influence
 Physical Surroundings
 Color
 Aroma
 Music
 Social Surroundings

16. Themost preferred colorThemost preferred color
0
10
20
30
40
50
Color
Percentage

17. Preferential differenceof colorsbetween malePreferential differenceof colorsbetween male
and femaleand female
0
10
20
30
40
50
60
M F M F M F M F M F M F M F M F M F
Percentage

18. AROMAAROMA
 Background Music
MUSICMUSIC
 Tempo of the Music
 Preference

19. Social surroundingsSocial surroundings
0
10
20
30
40
50
60
70
80
Most Prefered Companions
Percentage
Friends
Date
Cousins
Brothers/ Sisters
Parents
Colleagues
Spouse
Alone
Children
Others

20. Consumer perception regardingConsumer perception regarding
thedifferent fast food regionsthedifferent fast food regions

21. THE SIX MOST FREQUENTLYTHE SIX MOST FREQUENTLY
MENTIONED FAST FOOD SHOPMENTIONED FAST FOOD SHOP
REGIONSREGIONS
 Dhanmondi
 Hatirpool
 Baily Road
 New Elephant Road
 Banani
 Gulshan

22. Thecombinationsamong theregionsThecombinationsamong theregions
 Dhanmondi vs. Hatirpool
 Baily Road vs. Hatirpool
 Baily Road vs. New Elephant Road
 Baily Road vs. Banani
 Baily Road vs. Gulshan
 Gulshan vs. Dhanmondi
 Dhanmondi vs. New Elephant Road

23. I. Quality
II. Price
III. Taste
IV. Environment
V. Cleanliness
VI. Convenience
VII. Service Quality
VIII. Brand Name
IX. Food Value
X. Air Conditioning
XI. Status
XII. Crowding
XIII. Interior Decoration
XIV. Calorie, Fat
Evaluation criteriaEvaluation criteria

24. Consumer preferencesConsumer preferences
 Home service
 Beverages
 Present Problems of the Fast Food Industry
 A guide to fast foods
 Suggestions of the Consumers

25. HomeserviceHomeservice
65%
25%
10%
WELCOMED
NEGATIVE
UNDECIDED

26. BEVERAGESBEVERAGES
0
10
20
30
40
50
60
70
80
SOFT DRINKS
TEA/COFFEE
JUICE
MILK SHAKE
WATER
OTHERS

27. Present problemsofPresent problemsof
thefast food industrythefast food industry
 Sitting arrangement
 Crowding
 Mismatch between price and quality of fast food
 Service quality

28. SUGGESTIONSFROM THE CONSUMERSSUGGESTIONSFROM THE CONSUMERS
 Increase the space of the shop
 Price reduction and quality improvement
 Self-service
 Quick service

29. A Guideto fast foodA Guideto fast food
Ranking
Most wanted Items
Source
1 Chicken Broast Helvetia
2 Big Mac Big Bite
3 Pizza Shwarma House
4 Fried Chicken Helvetia
5 Chicken Cheese Burger Euro Hut
6 Pizza Arabian Fast Food
7 Beef Shwarma Shwarma House
8 Pizza Arabian Fast Food
9 Club Sandwich Sausly’s
10 Hot Dog Pizza Palace

30. Thank youThank you