CHANGE OF CONSUMER BEHAVIOUR IN FAST FOOD INDUSTRY
Executive Summary
Over the past few years, consumers in the UK have changed their preference in the type of food outlets from fast food to alternative outlets which offer considerably wider choices and healthier food. This project research is designed to examine the characteristics of fast food chains which are capable of attracting today’s customers, the fast food brand recognition, and other options of fast food outlets. Data was collected through the distribution of self-administered questionnaires to friends, families and colleagues. Based on the results of the questionnaire, supermarkets appeared to have gained strength in deteriorating the power of strong brands in the contemporary fast food market. Moreover, the results have shown that the consumers are looking for more than just clean environment, speedy service, and tasty food which the fast food retailers may offer, but also other attributes such as healthier food, wider choice, and good customer service which they perceive to be missing from fast food outlets. Therefore, if the fast food outlets fail to meet the diverse demand of consumers, the fast food industry could face big challenges from other food industries.
Introduction
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(Wikipedia).
This project report is based on research in relation to the UK fast food companies which are failing to keep up with the changes in consumer demands.
The o ...