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Analysis Of Fast Food Consumers' Behaviour

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Sixteen people were asked to participate in this investigation by filling out a questionnaire which a sample of is found page 14. These people were chosen on accordance to their residence. The sixteen people who participated in the investigation all reside in the Benoni area. The researcher chose this range as it functions as a sort of control so that more detail can be given to evaluate the extent factors such as age and income play in the buyer’s choice to buy fast food as well as what and from where they buy it.

When asked whether or not they purchase and consume fast food in any form, all sixteen answered yes. This indicates that although the country’s economic growth rate is low, the recent downgrade to junk status and current healthy eating trends which are quickly gaining popularity; there is still a huge demand and market for fast food. This is mainly due to its convenience.

When evaluating the frequency that consumers (the participants) buy from fast food restaurants, whether take-away or sitting, the research shows that majority of them buy fast food at least once or twice every month with many buying 2-4 times or even more every month. With the high number of people buying 2-4 times a month, it seems like there is a trend of buying fast food on a weekly basis, probably every Friday or Saturday night.

Another crucial aspect to be evaluated was the number of individuals living in a household and how this could affect the amount of fast food that was bought, for example, if there were a large number of individuals living in one household, the price for the fast food order would be very high, higher than if there were just two people living in a household. On this note, the researcher discovered that a large majority of those who participated in the study were living in a household of four.

However, when analysing the amount of money that each participant pays when buying fast food, it was found that a few of the participant results do not reflect upon the number of individuals living in the household, this may be because they do not buy for all those in the household. When asked how much each participant spends on a regular basis when buying take-out, the majority replied with R150-R300.

An important factor when buying a product / service from any business is the reason why, and more specifically, why not from a different business (restaurant). When asked what they look for in a fast food brand and its products, the majority of participants replied with taste and quality. This makes sense as a consumer wants to know that they are receiving the best quality for their money. Others included price, convenience, service and popularity.

It was also found that many of the participants choose to get the food delivered to their work or residence and those who do not but choose to collect their order form the fast food branch, live only 0-5km away from the outlet. Another vital factor to consider was the involvement of third-party delivery services (who charge additional fees) such as MrD and UberEats. This is important as people would use these if the chosen fast food branch did not deliver, this could sway the buyer’s power and decision to buy from a competitor that delivers.

The participants of the investigation were also asked about their level of monthly income and were informed that it would be an anonymous survey and that names were not asked for, this was done as many may have felt disclosing such personal information. It was found that those who earn a higher income would generally buy take-out more often in a month. This is understandable as they have more money to spend on the take-out that can be very expensive.

Another aspect analysed was whether or not age was a contributing factor to how much take-out was bought. It was discovered that there was no real definite relationship between the age of the buyer and how often they bought take-out. This could be the result of differing tastes and circumstance such as income levels.

Participants were also asked whether or not they follow a fitness or health regime and whether or not this affects the type of take-out they buy and how often. Majority of those answered that they are not currently following any type of fitness or health regime and so they are not restrained to where they buy from. The research found that there are a few people following a health or fitness plan and that this affects the type of food and from where they buy. However, there was one or two participants who are on a health and fitness plan but follow no restrictions when buying take-out.

When asked about home cooking and whether or not they think it is healthier, majority said they think its healthier and do prefer it with some exceptions. Another aspect was how often they find themselves able to cook a meal at home, to which a large proportion replied that they eat a home cooked meal more than four times a week. Participants were also asked how much they spend on groceries every month, but this was found to have no real influence on how often they bought take-out.

When asked what would cause them to not buy from a fast food brand, the answers varied but included instances such as bad service, bad quality, poor hygiene and food poisoning. Participants were also asked about their favorite fast food brand, some major players included KFC, MacDonalds and Burger King. A large variety of fast food brands were mentioned.

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GradesFixer. (2019, April, 26) Analysis Of Fast Food Consumers’ Behaviour. Retrived September 15, 2019, from https://gradesfixer.com/free-essay-examples/analysis-of-fast-food-consumers-behaviour/
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