The Fast Food Market and Attitudes of Students in Regent University - Research Paper Example

Research Methods Table of Contents Section Introduction 3 Objectives of Study 3 ment of the Problem 3 Section 2: Review of Literature 4 Section 3: Methodology 5 Section 4: Findings and analysis 6 Findings 6 Analysis and Interpretation of Findings 11 Section 5: Conclusion 13 References 15 Questionnaire 17 Section 1: Introduction Fast food consumption and demand has been identified to be rising to a large extent for the emerging trend of global fast-food markets and accordingly, restaurant chain is growing. In addition to the growth of the fast food businesses, the preferences as well as demand of customers are also changing in a continuous trend. The resultants located in the different cities are specialised in providing wider ranges of food and beverage products that includes drinks, snacks and fast foods. Presently, restaurants are also identified to be specialising in offering different variety of spicy snacks and soft drinks in order to meet the changing tastes as well as preferences of customers. The fast food menu ranges at different prices as per the convenience and budget. Contextually, with variety of fast food at different pricing attracts customers of different age group and social status. In this respect, the restaurant is recognized to conduct its business succinctly around universities as the students are recognised to be attracted to fast food immensely (Wallop, 2012). Objectives of Study The objective of the research is to analysis the fast food market and attitudes of students in Regent University (London) UK. Statement of the Problem In the present scenario, the demand for fast foods is growing worldwide and especially amid students in Regent University. The restaurants are identified to develop their fast foods menu on the basis of the requirements and tastes of the students for better sustainability and performance in the UK market segments. Thus, high availability of restaurants in the London market is an important influential factor for the university students to consume fast foods at large. Section 2: Review of Literature In the current market context, fast food centres are found in every street, interstates, schools, local shopping centre, and universities and even in hospitals. The fast food industry has been developing in a rapid manner owing to different factors, which includes eating habits, values, tastes and fondness, and family structure among others (Vogli & et. al., 2014). According to Kashyap & et. al. (2013), significant increase in the level of westernisation and its influences over the consumers is recognised to be driving the growth of the restaurant industry and the frequency of customer visit in fast food outlets. In this regard, Ayo & et. al. (2012) noted that the prior reason for the increase in the consumption of fast foods amid students of Regent University include factors that include ‘time spent away from home’, ‘level of education’, income and age. Moreover, due to readily availability of foods and beverage is one of the major reasons for influencing the students to intake fast foods despite of high concern over health. The availability of fast food restaurants in the nearby places has received considerable importance for increased consumption of fast foods (Richardson & et. al., 2011; Emily, 2010). Section 3: Methodology In this particular research, data required have been collected through primary data and secondary data collection procedure. The primary data were collected from the semi-structured interviews and through self-completion questionnaire survey comprising 8 close-ended questions. The secondary data collection technique has been used with the aim of obtaining secondary data from sources that include journals, books and websites. The sample size for collecting data comprised 50 students of Regent University visiting restaurants for consuming fast foods. The sample size for the questionnaire survey was chosen in a random manner. Moreover, 50 students of the university from different age group were chosen for better reliability of the findings of the study. On the other hand, the study of the data collected has been analysed with mixed approach i.e. qualitative and quantitative approach (Namey & et. al. 2007). On the basis of mixed research approach, the data collected from the interviews and questionnaire survey were analysed with the assistance of charts, pie-diagrams and graphs among others (Johnson & et. al., 2007). Section 4: Findings and analysis Findings Data collected in the form of questionnaire survey has been analysed using different charts and diagrams. In this research study, we have formulated different charts, diagrams and tables with the objective of having the determined findings from the data collected in an appropriate manner. The findings have been depicted below: Figure 1: Do you go to visit restaurants regularly? The first question revealed that 50 student have different preferences to visit restaurants regularly. In this respect, it has been observed that 5 out of 50 responses of the student did not prefer to visit restaurants, whereas 45 respondents visit restaurant on a regular interval. Figure 2: How often do you eat in restaurants? It has revealed that students have different perceptions for visiting restaurant. The figure above revealed that around 22 out of 50 students used to visit restaurants regularly in the nearby places of the university. Moreover, around 4 students seemed to visit restaurant once a week. 16 students and 8 students visit restaurants twice and once in a month respectively. Figure 3: What is the basic purpose for visiting restaurants regularly? The data in the chart signified that 70% of the students visit restaurants regularly for fast food. Around 20% of the respondents are identified to visit restaurants for just the stake of eating fast food. Besides, around 10% of the students visit restaurants for conveniences and availability of fast food. Figure 4: What you like the most about fast food that leads you to visit restaurants regularly? The fourth question revealed the fact that around 20 students visit restaurants because of quick availability of food and beverage in restaurants. Moreover, 15 students revealed that pricing is an important factor for visiting restaurant. On the other hand, 9 respondents and 6 respondents visit the restaurants on the basis of wider range of fast food items respectively. Figure 5: What timing you prefer to visit restaurants for fast food? The fifth question (figure 5) revealed that 80% of the students visit restaurants of nearby places of London mostly for breakfast and evening time snacks. On the other hand, only 20% respondents visit the restaurants during lunch time. Figure 6: Do you compare the value of restaurants with the other restaurants? Based on the sixth question, it has been identified that 30 students visit restaurant after comparing it with other restaurants. On the other hand, 20 respondents are identified to value the restaurants without comparing the restaurants. Figure 7: How will you rate your experience regarding the fast foods? The seventh question (figure 7) revealed that 15 respondents have good experience for fast food and rate five out of five. Correspondingly, 30 students are observed to rate 4 out of 5 on it. On the other hand, only 5 out of 50 students rated below 4 for experience gained from fast food. Figure 8: Do you like recommend other to take fast food? The eighth question revealed that 30 students definitely have a desire to visit the restaurant again and again with future recommendation to the other for taking fast food as it is economical. Additionally, 10 students may not and does not prefer to visit the restaurants for health conscious factor. Analysis and Interpretation of Findings The findings from the research significantly revealed that the information with respect to restaurants operating in the London market about their increased attraction of students of Regent University. From the response of the students, it has been observed that the businesses of the restaurants are diversifying in the London market for fast food and beverage items. In addition, from the findings of the survey, it has been recognised that the students are attracted the most towards fast food items owing to which fast food consumption has raised amid students. The findings of the survey revealed that restaurants in London have developed in an increased number for meeting the fast food needs of the students. The findings also depicted that majority of the students have similar perceptions regarding widely available fast food items at a very continent prices. Correspondingly, the findings reveal that the students of Regent University visit restaurants for consuming fast food at different time that include breakfast, lunch and evening time snacks. It has been recognized that students due to lesser budgets highly prefer for fast foods and drinks. Moreover, the survey signifies the facts that availability of fast food in quicker time with different variety of fast food items has been accountable for attracting a large number of students from the university. Moreover, some of the student does not waste time for comparing the value of fast food items of any particular restaurant because it more or less provides similar products. Nevertheless, from the survey relevant information regarding the behaviour of students has been obtained. The findings of the survey also signified that the students are inclined towards the restaurants offering fast food products for convenience and price factor. Section 5: Conclusion Based on the literature review, the consumption of fast food has increased for different factors that include easy availability, wider ranges of food and beverage items in the restaurant menus along with economical pricing provokes the student to have fast foods regularly. Besides, larger number of restaurants in various places of the cities delivering quality and variety of fast foods are also ascertained as important factors based on which fast food consumption has increased to a large extent. In this respect, the increased demand and consumption of fast food amid university students have been responsible for the growth of the fast food industry. The prime objective of the research is to determine the factors that are accountable for the increased consumption of fast food amid students of Regent University. In the context, the responses of the students of different age groups revealed that students visit restaurants in order to have different fast food and drinks at an economical manner. Moreover, the growing demand for fast food led to heap the competition in the restaurant industry due to diverse menus of fast food in the restaurant industry in London, as augmented number of restaurants have developed that can able to provide wide range of fast food items that ultimately increases the consumption rate of the fast food. Moreover, in order to ascertain the desire objective of the research, the study has adopted the both qualitative and quantitative research approach. Besides, both primary and secondary data has been utilised in the research for determining appropriate findings. In this regard, the primary data were collected in the form of semi-structured interview and questionnaire survey from the students of Regent University regarding their perceptions on the consumption of fast food. The use of semi-structural interview along with the questionnaire methods for obtaining reliable data for this research study has been effective in order to obtain appropriate outcomes. Hence, from the research findings, it is clearly justifiable that consumption of fast food has been significantly increasing among the students in Regent University. References Ayo, S. A. & et. al., 2012. Determinants of Fast Food Consumption in Kampala, Uganda. Department of Agribusiness and Natural Resource Economics, pp. 6567-6581. Emily, B., 2010. Exploring Fast Food Consumption Behaviours and Social Influence. School of Psychology, pp. 1-242. Kashyap, M., 2013. A Study of Growth of Fast Food Industry with Reference to Shift in Consumer’s Buying Habits in Nagpur City. International Journal of Application or Innovation in Engineering & Management, pp. 1-7. Johnson, B. R., Onwuegbuzie, A. J. & Turner L. A., 2007. Toward a Definition of Mixed Methods Research. Journal of Mixed Methods Research, Vol. 1, No. 2, pp.112-133. Namey, E. & et. al., 2007. Data Reduction Techniques for Large Qualitative Data Sets. Stanford, pp. 137-163. Richardson, A. S., 2011. Neighborhood Fast Food Restaurants and Fast Food Consumption: A National Study. BMC Public Health, Vol. 11, No. 543, pp. 1-8. Vogli, R. D. & et. al., 2014. The Influence of Market Deregulation on Fast Food Consumption and Body Mass Index: A Cross-National Time Series Analysis. Bull World Health Organ, pp. 92-99. Wallop, H., 2012. Fast Food Becomes the UK’s Meal of Choice. Finance. [Online] Available at: http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/9016251/Fast-food-becomes-the-UKs-meal-of-choice.html [Accessed December 02, 2014]. Appendix Questionnaire Q1. Do you visit restaurants regularly? Yes No Q2. How often you eat in restaurants? Once a week Twice Regularly Once in the month Q3. What is the basic purpose for visiting restaurants regularly? To eat regular food Fast Food Convenience Q4. What you like the most about fast food that leads you to visit restaurants regularly? Product Price Services Quick Availability Q5.What timing you prefer to visit restaurants for fast food? Breakfast (9-11 Am) Lunch (12-4 Pm) Evening (5-7Pm) Q6. How do you compare the value of restaurants with the other restaurants? Yes No Q7. How will you rate your experience regarding the fast foods? 5 out of 5 4 out of 5 Below 4 Q8. Do you like recommend other to take fast food? Yes May be No Read More