CHAPTER # 1

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. Many people believe that fast food is not only synonymous with the American lifestyle, but also had its origins in the United States, and that it is a modern phenomenon. To some degree, these beliefs are understandable when one considers the significant impact on traditional cultures that the American media has had, that the term “fast food” did not appear in the popular vocabulary until 1954 (followed by “take-out food” in 1962), the success of McDonald’s since Ray Kroc took over management control in 1955, and that the top ten global fast-food brands are US-owned and generate sales of over US$75 billion collectively. 
However, much fast food is European in origin, with a considerable history. For example, John Stow’s 1598 survey of London mentions fast-food-like items, as does Henry Mayhew in his social history of London in the 1840s and 1850s. The hamburger derived from the Baltic provinces of Russia in the middle Ages, where various tribes ate steak tartar. These Tartars, or Tatars, introduced the delicacy to their German trading partners from the port of Hamburg. The Germans fried the meat and seasoned it with onions. When German immigrants arrived in the United States, they brought this steak dish with them. This said, there is also some evidence to suggest that the Romans ate a form of hamburger as long ago as about 500 bc, and the Romans are also on record as eating a type of pizza. The sandwich allegedly owes its existence to John Montague, 4th Earl of Sandwich, who asked for such an item during a gambling session in the early 1770s. 

1.1   BACKGROUND

The survey looks at the reasons of consumption of fast food by university students and their buying behavior for multinational and local fast food outlets. Consumer buying behavior is a real phenomenon and that high levels are reliably associated with a range of life styles. Due to different lifestyles, consumers show preferences in buying fast food items from particular fast food outlet.

A consumer buying behavior is also influenced by social, personnel and psychological factors. Social classes show distinct product and brand preferences in many areas, including food, clothing, home furnishing, leisure activates and automobiles. Personnel and psychological factors also matters a lot in making particular choices.

As Pakistan is a third world developing country, we could observe the change in the eating habits trend is taking up the Pakistani people. As big foreign food chains are also trying to make their mark here. The Pakistani people prefer fast food in traditional way as they like to have fast food but at the same time not shifting from the traditional Pakistani food such as offered in the Food Street. They prefer eating out in restaurants, which comprises of local as well as foreign food. Most of the fast food outlets have understood the habit of consumer so they usually offer Burgers and Pizza’s with Tikka.

The invasion of fast food companies in Pakistan declares the inclination towards the foreign tastes. Fast food such as burgers, pizza, French fries and soft drinks are one of the top choice foods of consumers today. Although, not the only choice of the consumers.

Variety is the spice of life. It also explains something about the mushrooming of food franchises in Pakistan, particularly cities like Karachi, Lahore and Islamabad. They have become the home of major foreign as well as local food franchises. For many Pakistanis, eating out is one of the major forms of entertainment. Eating out is an event that families look forward to in Pakistan.

Long lines of customers on the opening days, anxious to take a bite of Kentucky Fried Chicken or taste a Big Mac is enough to prove the point. Trends of Pakistani consumers are changing due to the introduction of such outlets. A number of foreign food franchises of all types— waiter served full dining facilities like Pizza Hut or fast food franchises like McDonalds and Kentucky Fried Chicken have sprung up in Karachi, Lahore and Islamabad

According to Kotler and Armstrong (2001), consumer buying behavior refers to the buying behavior of the individuals and households who buy the goods and services for personal consumption. Consumers around the world are different in various factors such as age, income, education level and preferences which may affect the way they avail of goods and services. This behavior then impacts how products and services are presented to the different consumer markets. There are many components which influence consumer behavior namely: cultural, social, personal and psychological (Kotler & Armstrong, 2001). These characteristics cannot be controlled by the companies; therefore, a need to assess these elements in order to create an effective marketing plan.

Not only social class but lifestyle is also an important factor, which play an important role in the influence of consumers buying towards the fast food items. Using the combination of these variables the researcher needs to find out the important role they play in influencing the consumers for buying fast food items. A combination of all these factors either acting interdependently or independently can alter consumer trends of buying fast food. Are people eating out in fast food outlets more often or not? How is preferences developed towards fast foods? How much are consumers shifting from their local fast food outlets to multinational fast food outlets is all to be studied. The perceptions of the consumers and their behavior to the fast food products, all could be part of it. The past researches and the random survey from the people will help in identifying the life style of students. All these factors are influencing the entire fast food industry as it has a strong impact and is the reason for the changes in food consumption patterns.

1.2	Project objectives

§	The main objective of the study is to find the students’ reasons of consumption of fast food and their preferences towards local and multinational fast food outlets.
§	To help local fast food retailers to retain their target customers.
§	To make recommendations in the light of the findings of the study that would helps oiur local fast food retailers,

1.3 Scope & Significance

This study would help to know about the impact and the role of lifestyles has on consumers buying behavior.This would help our local fast food retailers becasue they would get to konw about the profile of their target customers and would be successfull by taking help from our study to retain their customers. Consumer buying behavior is a real phenomenon and that high levels are reliably associated with a range of life styles. Due to different lifestyles, consumers feel difficulty in buying fast food items. Mostly it has been observed that the lifestyle of consumers having a great impact on their buying behaviors.

Not only the social class, lifestyle is the factor, which play an important role in the influence of consumers buying towards the fast food items. Using the combination of these variables the researcher needs to find out the important role they play in influencing the consumers for buying from particular fast food outlet. A combination of all these factors either acting interdependently or independently can alter consumer trends of buying fast food.

1.3	LIMITATIONS

1	Limited time and resources.
2	Non serious attitude of some respondents.
3	Students do not want to reveal some facts accurately and show biasness.
4	Sample size was very small as it was difficult to be conducted on large scale.
5	Being the students financial constraints also affected the result of the study

1.4 Research statement

        Reasons and Considerations of Islamabad university students for selecting local and foreign fast food outlets

1.5 Research questions

1. What are the reasons of fast food consumption?
2	Which students prefer local fast food outlets to visit?
3	Which students prefer to visit multinational fast food outlets?

1.6 Conceptual framework

DEPENDENT VARIABLE
•	Fast food outlet(Foreign &Local)

INDEPENDENT VARIABLE
•	Preferences of Students

MODERATING VARIABLE
•	Life Style (pocket Money, Brand, Price, health Consciousness)

CHAPTER #2

LITERATURE REVIEW

2.1	Understanding consumer
Understanding human needs is critical for effective targeted marketing. However, these needs are not always easily detectable. People are not fully aware of their own underlying motivations or of the forces that determine their own behavior. In fact, we often mislead ourselves when we attempt to explain our behavior in our desire to act as rational human beings. Sometime we do not want to admit or even realize the real reason for our behavior because it is, more often than not, irrational. Therefore a comprehensive understanding of consumer is essential kotler.P (2000,p.19)

Cultural differences that exist across countries, marketers are also increasingly recognizing the importance of cultural differences within a society. Subcultures are distinctive groups within a society that share common meanings. Subcultures can often be identified based on demographic characteristics, such as geographic location (e.g., the southern United States), ethnicity (e.g., Hispanic Americans), or age (e.g., baby-boomers). Polaroid's I-Zone camera is targeted in the United States to appeal to the teenage. (www.wikianswer.com) 

The study of consumers helps firms and organizations improve their marketing strategies by understanding issues such as how:
1	The psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products); 
2	The  psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media); 
3	The behavior of consumers while shopping or making other marketing decisions; 
4	Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome; 
5	How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer; and 
6	How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer. 
(Lares Perner,2008) 

Understanding these issues helps us adapt our strategies by taking the consumer into consideration. For example, by understanding that a number of different messages compete for our potential customers’ attention, we learn that to be effective, advertisements must usually be repeated extensively. We also learn that consumers will sometimes be persuaded more by logical arguments, but at other times will be persuaded more by emotional or symbolic appeals.

2.2   Culture
Culture is part of the external influences that impact the consumer. That is, culture represents influences that are imposed on the consumer by other individuals. The definition of culture offered in one textbook is “That complex whole which includes knowledge, belief, art, morals, custom, and any other capabilities and habits acquired by man person as a member of society.”  From this definition, we make the following observations:
2	Culture, as a “complex whole,” is a system of interdependent components. 
3	Knowledge and beliefs are important parts.  In the U.S., we know and believe that a person who is skilled and works hard will get ahead. In other countries, it may be believed that differences in outcome result more from luck.  “Chunking,” the name for China in Chinese literally means “The Middle Kingdom.”  The belief among ancient Chinese that they were in the center of the universe greatly influenced their thinking. 
4	Other issues are relevant.  Art, for example, may be reflected in the rather arbitrary practice of wearing ties in some countries and wearing turbans in others.  Morality may be exhibited in the view in the United States that one should not be naked in public.  In Japan, on the other hand, groups of men and women may take steam baths together without perceived as improper.  On the other extreme, women in some Arab countries are not even allowed to reveal their faces.  Notice, by the way, that what at least some countries view as moral may in fact be highly immoral by the standards of another country.  For example, the law that once banned interracial marriages in South Africa was named the “Immorality Act,” even though in most civilized countries this law, and any degree of explicit racial prejudice, would itself be considered highly immoral. 
(Lares Perner,2008)
Dutch management professor (Hofstede, 1991) refers to culture as the
“Software of the mind” and argues that it provides a guide for humans on how to think and behave”
Understanding the cultural dimensions is essential for having better understanding of consumer behavior. These dimensions are,

1	Individualism vs. collectivism:
2	Power distance:  
3	Masculinity vs. femininity
4	Uncertainty avoidance 
5	High vs. low context cultures:  
6	Language issues. 

2.2 Personal factors and consumer buying behavior

Personal factors also influence consumer behavior.
It includes 
Age and life cycle stage (ii) Occupation (iii) Economic situation (IV) Life Style (v) Personality and self concept. 

Age and Life cycle Stage
A person changes the goods and services they buy over their lifetimes. Tastes in food, clothes, furniture, and recreation are often age related. Buying is also shaped by the stage of the family life cycle.
Occupation 
A person’s occupation affects the goods and services bought. Blue collar workers tend to buy more rugged work clothes, whereas white-collar workers buy more business suits. A Co. can even specialize in making products needed by a given occupational group. Thus, computer software companies will design different products for brand managers, accountants, engineers, lawyers, and doctors.
Economic situation 
A person’s economic situation will affect product choice
Life Style 
Life Style is a person’s Pattern of living, understanding these forces involves measuring consumer’s major AIO dimensions.
I.e. activities (Work, hobbies, shopping, support etc) interest (Food, fashion, family recreation) and opinions (about themselves, Business, Products)
Personality and Self concept 
Each person’s distinct personality influences his or her buying behavior. Personality refers to the unique psychological characteristics that lead to relatively consistent and lasting responses to one’s own environment. (Hofstede, 1991)

2.3 FAST FOOD PERCEPTION
The fast food industry is perceived to be an American creation but the ‘fish-n chip’ format has prevailed in the UK since the eighteenth century as an outlet where the working classes could easily purchase inexpensive prepared foods. Quick to capture the changing nature of the business, the fast food industry has also changed the face of the food chain in the last decades. Changes in food presentation and preparation were derived from technological improvements that facilitated the preservation of both uncooked and precooked foods. The advent of the microwave helped with the rapid preparation of food. As well as food preparation, the presentation of food also went stylish and different. Outlets that relied highly on staff and the use of crockery or cutlery gave way to a strong ‘eat with your fingers’ emphasis. In addition to this, technological advances in packaging allowed the ultimate use of disposal of materials made of plastic, cardboard and polymers. These came in tandem with a drive towards uniformity of expectations, which included not only the presentation of the food itself, but also radical changes to the fundamentals of traditional restauranteuring (Schlosser 2001).
Rault-Wack and Bricas (2002) propose that food is also a powerful medium for the construction of cultural and collective identities. 

Therefore, by establishing a corporate identity through the use of architectural symbolism such as red tiles and neon arches (Jackle and Scalle, 1999), the overall result meant that a particular name would be immediately associated with a particular product and service. As a result a strong brand association and identification was established facilitating the formation and consolidation of strong corporate identities.
 (James Richardson and Luis Kluwe Aguiar, 1999)

2.4   Role of Gender

The gender segmentation to also to some extent affects the eating patterns.  A particular issue is the likely persistence of traditional and cultural patterns of food choice given the extent of demographic change. Females observe a different sort of inclination towards food, whereas men show a different taste sense. Females are significantly more likely than males to take nutrition into consideration when selecting a restaurant. They keep in mind the diet intake they have. As women are typically considered to be more health conscious or that is to say more figure conscious. Literally some women count their calories when they eat, so the food in take they make is accordingly (Rima and Jay. 1971).

Women who have incomes of their own, or even if they do not earn spend more time then men on domestic responsibilities and so devote more time than man in shopping. Foodstuff comprises of the major portion of their frequently bought things. Increasing influence of women on the buying of food products is there. This further affects the consumption patterns of their family. Women in there eating habits make sure that they are a variety of health benefits form the foods and beverages they buy and use. Foods that boost the immune system, reduce disease risk, and enhance health have appeal for women (Keil and Becker, 1999).

Men on the other, have a different aptitude towards the quantity and type of food they eat. They are considered to eat more and have a taste towards almost all kinds of food.

2.5   Changing ways
Not long ago eating out at a fancy foreign food restaurant was limited to a number of Chinese restaurants, outlets housed in five and four-star hotels and a small number of outlets serving local food. Today it is common to see families coming to dine at fast food chains and overnight the phenomenon has forced the local quick-service restaurant to improve on the quality of their food due to an unconscious competition from the foreign food restaurants. Many of the local outlets serving burgers were forced to completely renovate their premises to make it more attractive to the people whose demand for quality and service has increased from exposure to foreign outlets. The big lines witnessed on the opening days of all foreign food franchises have also made the local counterparts realize not only the untapped potential they were yet sitting on but also the fact that people are ready to pay the price for quality and value in as clean premises. In short, the influx of foreign food franchises has helped improve the overall quality of service, attention to customer satisfaction and the value for money.
Food habits are eagerly debated these days. Influence of the cultural factors being part of it. Different cultures are studied so as to fully understand the change in consumers eating habits. In today’s competitive society different eateries, play important roles. The fast-growing food and beverage processing industry has increased markedly the importance in major countries. Growing populations, rising incomes, changes in lifestyles, media impact and religion also are influencing factors.
There is no doubt that the international marketing process do faces a large set of variables as it take place over different countries and it does act in different environments. One of the most determinant environments to the success of the international marketing process is Culture, which hold the reason for many human acts and behavior. This prescriptive characteristic of culture simplifies a consumer’s decision-making process for daily intake of food by limiting product choices to those, which are socially acceptable.

CHAPTER # 3

MARKET ANALYSIS

Market concerned with the provision of fast food to customers, either prepared in restaurants or other outlets, or sold in packaged form for buyers to consume or prepare at home. Although it is acknowledged to be an increasingly significant sector of the hotel and catering industry, defining fast food in any meaningful way has proved difficult. To some commentators, the basis of the fast-food business is technology such as the microwave oven, while others contend that it is a form of takeaway food retail outlet, epitomized by ubiquitous and usually American franchising and chain store operations, such as McDonald’s, Dounkin Donut, Kentucky Fried Chicken, Pizzeria, Italian Oven, Dainty foods, Papa Sallis, . Both perspectives are inadequate, because they focus on how and where fast food is produced rather than what is traded. How the product is traded or produced falls into the category of differentiating one competitive offering from another, but it does not necessarily permit any material analysis of the industry’s dynamics, its scope, its economic significance, or its history. A more instructive approach is to define fast food retail as the sale of an end or finished product with four generic characteristics. It has a low relative price. The finishing (and in some cases total production) and service times are quick. (The range of end products on offer, demand levels, and production/service efficiency make it difficult to apply actual times, but these typically range between 2 and 15 minutes for products made on site, and less than 30 minutes for home delivery products.) The product is suitable for eating with the fingers, has disposable packaging, and, where applicable, disposable cutlery. (While this aspect facilitates the takeaway, drive-through, and home delivery options of product delivery, it has also attracted substantial criticism from environmentalists.) The durability of the finished product (such as maintenance of heat, nutritional value, etc.) can be measured in minutes for hot fast food products and hours for cold products. Typical fast-food products falling within this generic definition include hamburgers, fish and chips, scooped ice cream, kebabs, fried and broiled chicken, chips or French fries, pizza, Chinese and Indian takeaway food, sandwiches, and other forms of ready-to-eat products, as well as canned or packaged ready-to-drink beverages (www.foodnavigator.com)
3.2   MAJOR MARKET PLAYERS
Following are the major players of fast food market in Islamabad.
•	Dunkin Donut
•	KFC
•	Subway
•	Pizza Hut
•	McDonald's
•	Pizzeria
•	Italian oven
•	Dainty foods
•	Papa Sallis 
•	Munches

3.3   PROBLEMS 
There are also a few problems which are facing this fast food market , as well as there are also some issues which are being raised on health related ground which increase the level of intensity for this particular sector. The major problems are related to jobs and labour issues, as the number of fast food restaurants proliferated, so did job opportunities. Today, approximately 2 million workers are employed in the areas of food preparation and food servicing including fast food, with the advent of such a large workforce, the franchisee now faced two issues that could sap profit from the fast food restaurant franchise and expose the owner-operator to significant liability and financial loss. (www.foodnavigator.com)

 Labor Costs 
As these costs are crucial to a fast food restaurant franchisee's profits. . Proper training is crucial to the orderly and quick service customers expect. Yet, employee turnover can be as high as 200% per year. With such a turnover, owner-operators of franchise and non-franchise restaurants have the daunting task of constantly training an entirely new workforce. Policies and procedures need to be explained to each new employee. For example, sanitation is crucial as knows how to act in a robbery situation. Break and clocking-in policies must be observed. With the constantly changing workforce, an owner operator using an effective employee manual can quickly train new employees on what is expected of the employee and what the general practices and procedures are of proper employee conduct
Employee Lawsuits 
An ever-growing phenomenon. Fortunately, the fast food operator is able to control costs and guard against employee lawsuits with the same tool. The second issue facing all employers and especially fast food restaurant owner-operators is the steady increase in employment practices lawsuits. The restaurant industry with its high emotional content is a frequent target of discrimination claims. About 500 employment practices lawsuits are filed in the United State everyday. Many employers believe that the greatest legal threat that companies face are employee lawsuits(www.foodnavigator.com)
 Health Issue 

It is another major problem is being faced by the fast food outlets, Trans fats which are commonly found in fast food have been shown in many tests to have a negative health effect on the body. Excessive calories are another issue with fast food. A regular but not overly filling meal at McDonald's of a Big Mac, large fries, and a large Coca-Cola drink amounts to 1430 calories. A diet of approximately 2000 calories is considered a healthy amount of calories for an entire day (which is different depending on several factors such as weight, height, physical activity and gender). (www.foodnavigator.com)

3.4 COMPETITION 

Food is an integral part of the human’s life. Men cannot live without consuming nutrients. From the very beginning of the existence of humanity food has been like petrol for human and animal beings. Food is what gives strength and continues life. People have always “benefited” from food and will continue consuming it till their last breath. The contemporary business world revealed that demand always results in the corresponding supply. The demand on food caused the growth of variety of the food products and the growth of the number of companies professionally providing food products for people. It is common knowledge that quantity does not always imply quality. As the market is very lucrative, because people will buy food even during a hard financial crisis, a lot of companies have introduced eatables of a very low quality but in great amounts and cheap price. These products are often not so useful to eat. It can be even said the general foodstuffs quality has significantly decreased in the recent years, along with the growth of product quality in a number of major food-producing companies. People nowadays are not so ready to pay much money in order to get excellent-quality food that will not damage their health status. It is natural that those companies that is interested in being on market for many years and has constant consumers have to offer the best quality of products. Basically, as the demand on food is always high the fast food market has become a “battle-field” for many companies causing a great competition. Stomers get used to certain companies that satisfy their basic needs and offer an appropriate price for their foodstuffs. Such “traditional” brands that have proved their “faithfulness” to the customer over the years may be viewed as companies that are sort of out the general competition. This is the issue of the traditional nutrition labels and their quiet competition that is so hard to win. Nevertheless, this does not by any means imply that the stores should have only these traditional labels on the shelves. In order for a healthy food industry competition to exist a fewer food choice is not a productive option. Such situation will simply mean a lost of many potentially qualified brands, which eventually hurt the customer more than anybody else. (Stake House,Steve,July 2000)
 
The key issues of the competition is the quality of products. The big issue of the regulation dealing with standardized nutrition labels has resulted in an artificial decrease of the food brands. Though the policies are created to promote healthy food market competition, such a decrease makes the market weaker and “kills” the growing future food giants. The existing market legislature policies do limit its possibilities. According to Moorman before creating policies legislators must: “Think about the differential effects across firms and attempt to write policy that levels the playing field” (Moorman, 2005). The fight for customers has become intense lately. The ideas for new products are kept in strict secrets that are never to be reveals to a competitor. The giant food companies try to affirm themselves through sinking small companies, which sometimes offer a substitution product of the same quality. The companies have to take decisive moves all the time in order to stay on the water surface. (Stake House,Steve, July 2000)

The market of food products, though supposed to be wide in reality is experiencing competition troubles. According to this the term market had obtained several meanings in term of the recent development. So, the fast food market consists of various sellers such as McDonald’s and Kentucky Fried Chicken, Dainty, Dounkin Donut etc and all the customers choosing this type of food. The major fast food restaurants are mentioned here mistakenly. This problem is a vital one due to the fact that people, being very busy have very little time to cook and prefer buying half-finished food products in stores. So the totality of all the real and potential customers is directed to semi-finished foodstuffs. The competition in the sphere of half-finished food products is very strong and is growing with the growth of competition between the fast food restaurants. For instance Wendy’s International, Inc. has announced a decrease of profit due to the sharpening competition in the market. Competition in this fast food market is harsh indeed. But nevertheless there are certain things to be done in order companies to protect themselves from unfair competitors. This protection is being completely honest with the customer by performing food and nutrition studies of their products. Selling a food product is not just putting it in a bright wrap and waiting until a sleepy customer chooses it from the rest. It is about a lot of actions such as: hiring health and nutrition professionals, having strong public relations specialists. There is no secret in the fact that the competition within the fast food market is characterized by discrediting nutritional recommendations given by the health specialists. Well, this is one of the key issues then will work in earning the customers respect and trust. The  market requires scientific honesty. (Stake House,Steve,July 2000)
Many products are usually not healthy for the consumers and the quality of the product suffers in the struggle to get more sales and therefore lowering the price of the product. Having several constant fast food market leaders is not good either, as they start controlling the situation on the market completely. The customers simply seek for a good product at a low affordable price and the companies play on that providing unhealthy product. The status of competition is very polysemantic but is characterized by harsh methods and discrimination of small food companies! Such competition is not just a fight for customers – it is a war! . (Stake House,Steve,July 2000)

3.4 RECENT TRENDS 
Fast food has become one of the fastest-growing segments of the hotel and catering industry. This growth has not only been fuelled by consumer demand, but also through the expansion of the supply base through diversification. This diversification has taken   
1	PRODUCT DIVERSITY
2	DISTRIBUTIVE DIVERSITY
3	GEOGRAPHICAL DIVERSITY

PRODUCT DIVERSITY: 

While fast-food menus have been traditionally limited in breadth and depth of product mix, as the market has matured, so increased variety has become the norm. For example, the major hamburger chains offer not only pizza, chicken, baked potatoes, sandwiches, and salads, but also different variations of these foodstuffs. Their provision means that the chains are able to offer a new experience to their existing customers and possibly appeal to a new customer base. (www.encyclopedia.com)

DISTRIBUTIVE DIVERSITY:
 Typically, fast-food retailers have relied on counter service and takeaway stores to distribute their products. Competition and saturation of the high street has resulted in changes in the size and format of stores to encompass kiosks, mobile carts, drive-through operations, home delivery, and, through alterations to the product components and alliances with food manufacturers and/or retailers, distribution through vending machines and grocery stores. (www.encyclopedia.com)

GEOGRAPHICAL DIVERSITY:
While the pace of internationalization is increasing because of market saturation, geographical diversity has been an aspect of the fast-food industry since at least the early 1950s, when the Wimpy hamburger chain first opened an outlet in London, followed by a unit in Portugal in 1957. The main methods employed to achieve international expansion have been franchising, joint ventures, and to a lesser degree acquisitions. The major areas now targeted by the fast-food chains are the Asia Pacific Rim, South America, and the Middle East
Future growth in fast-food retailing depends on how well retailers are able to innovate, provide value for money, and compete against the growing threat from the more traditionally organized retail food suppliers and purveyors of chilled or convenience food. It seems that, while the fast-food industry is becoming ever more diverse and varied in nature. (www.encyclopedia.com)

CHAPTER # 4

METHODOLOGY
4.1    Type of study

A descriptive type of study is done to study the target consumers (university students) for local and foreign fast food outlets. As many researchers has already studied about consumer buying behavior which has helped us a lot in conducting this type of study. A descriptive study is undertaken to describe the features of lifestyle of students who visit local and multinational fast food outlets.

4.2 Type of data

Secondary data is taken from different research papers and articles.
For primary data questionnaire is used. 

4.3   Sample

The population of the study will comprise of the students of six universities of Islamabad city. 

1	Bahria University
2	Muhammad Ali Jinnah University
3	Air University
4	Iqra University
5	National university of modern languages
6	Hamdard University
	
We follow non probability sampling technique i.e. convenience sampling. A sample size of 300 is taken. 50 students of equal gender from each university.

4.4	Analysis tools

Following analysis tools will be used for primary research

1	Research instruments
2	Questionnaire
3	Market survey
4	Interviews/Focused groups

Ø	Statistical tools
1	%age 
2	Pie diagram

CHAPTER # 5

FINDINGS AND DISCUSSIONS

5.1 Demographic Profile

Age

Age Group	Numbers	Percentage	
18-22	147	49%	
23-25	133	44%	
26-28	20	7%	

FIG 5.1

Result

In our demographic results first essential element is age. 49% respondents are in the range of 18-22 and 44% are in the range of 23-25. And 7% are in the range of 26-28 age groups.

Gender

#	Gender	number	%age	
1	Male	150	50%	
2	Female	150	50%	

Fig 5.2

Result

Total numbers of respondents are 300. 50 respondents are selected from each university, out of which 25 are males and 25 are females.

Education

Education level	number	%age	
Under graduate students	150	50%	
Graduate Students	150	50%	

Fig 5.3

Result

This pie chart represents the level of education of respondents. 50% of respondents are undergraduate comprises of Geophysics department, MS department, CS department and telecom engineering department. And 50% of respondents are at Graduate Level.

Pocket Money

Pocket Money	number	%age	
Below 5000(low range)	129	43%	
6000-9000 (middle range)	138	46%	
Above 10000(high range)	33	11%	

Fig 5.4

Result

This figure shows an important result which is about pocket money of student. Below Rs.5000 pocket money students are 43%. Rs.6000 to 9000 level students count for 46% of total percentage. 11% counts for respondents’ have pocket money of Rs.10000 and above.

Question number one to seven will show the results of reason of fast food consumption by university students.

Question 1

I prefer fast food over traditional food

Preference	Strongly disagree	somewhat disagree	Neutral
	Somewhat agree	 Agree
	
Number	6	30	6	57	201	
Percentage	2.00%	10.00%	2.00%	19.00%	67.00%	

 Fig 5.5

Result

This figure shows that 67% students strongly agree that they prefer fast food over traditional food, 19 % somewhat agree, 2 % neutral, 10 % somewhat disagree and 2 % strongly disagree with the statement. This shows the percentage of those students is higher who prefer fast food as to those who prefer traditional food.

Question 2

Going to fast food outlets provides me a chance of socializing

Reason	Strongly disagree	somewhat disagree	Neutral	Somewhat agree	 Agree	
way of socializing	 	 	 	 	 	
Number	21	30	18	57	174	
Percentage	7.00%	10.00%	6.00%	19.00%	58.00%	

Fig 5.6

Result

Answering to the statement that going to the fast food provides a chance of socializing 58% students strongly agree,19 % somewhat agree,6% neutral, 10% somewhat disagree and 7 % strongly disagree. This shows that more number of students agree with this statement. 

Question 3

Fast food outlets serve a source of entertainment

Reason	Strongly disagree	somewhat disagree	Neutral	Somewhat agree	 Agree	
entertainment	 	 	 	 	 	
Number	27	30	18	9	216	
Percentage	9.00%	10%	6%	3.33%	72.33%	

Fig 5.7

Source of Entertainment

27, 9%

30, 10%

18, 6%

9, 3%

216, 72%

Strongly disagree

Somewhat disagree

Neutral

Somewhat agree

 Agree

Result

For this statement that going to fast food outlets serves as a source of entertainment  72 % strongly agree, 3 % somewhat agree, 6 % neutral, 10 % somewhat disagree, and 9 % strongly disagree. These figures show that large number of students agree with the statement.

Question 4

I prefer fast food because it is fast to get

Fast	Strongly disagree	somewhat disagree	Neutral	Somewhat agree	 Agree	
Number	8	69	27	57	138	
Percentage	2.66%	23.33%	9.00%	19.00%	46.00%	

Fig 5.8

Fast to get

3%

23%

9%

19%

46%

Strongly disagree

Somewhat disagree

Neutral

Somewhat agree

 Agree

 

Result

For the statement that the preference of fast food because it is fast to get 46 % strongly agree, 19 % somewhat agree, 9 % neutral, 23 % somewhat disagree, and 3 % strongly disagree. For this statement a higher number of students agree as compared to those who disagree with it.

Question 5

I prefer fast food because it is also “Affordable”

affordable	Strongly disagree	somewhat disagree	Neutral	Somewhat agree	 Agree	
Number	27	59	29	58	127	
Percentage	9.00%	20.00%	10.00%	19.00%	42.00%	

Fig 5.9

 

Affordable

9%

20%

10%

19%

42%

Strongly disagree

Somewhat disagree

Neutral

Somewhat agree

 Agree

Result

This figure shows that 42% students strongly agree that they prefer fast food because it is affordable, 19 % somewhat agree, 10 % neutral, 20 % somewhat disagree and 9 % strongly disagree with the statement. In this statement those who agree their percentage is higher as compared to those who disagree.

Question 6

I prefer eating out as compared to home delivery

Eating habit	Strongly disagree	somewhat disagree	Neutral	Somewhat agree	 Agree	
Eating out	 	 	 	 	 	
Number	7	9	12	37	235	
Percentage	2.33%	3%	4%	12.33%	78.33%	

Fig 5.10

  

Eating out

2%

3%

4%

12%

79%

Strongly disagree

Somewhat disagree

Neutral

Somewhat agree

 Agree

 Result

This figure shows that 79% students strongly agree that they prefer eating out, 12 % somewhat agree, 4 % neutral, 3 % somewhat disagree and 2% strongly disagree with the statement. This result shows the percentage of those who agree with the statement is high.

Question 7

I prefer to visit fast food with friends n family as compared to alone.

Friends& family	Strongly disagree	somewhat disagree	Neutral	Somewhat agree	 Agree	
Number	3	30	21	21	225	
Percentage	1.%	10.00%	7%	7%	75.00%	

Fig 5.11

Result

This figure shows that 75% students strongly agree that they prefer going to fast food outlets with their friends and family as compared to going alone, 7 % somewhat agree, 7 % neutral, 10 % somewhat disagree and 1% strongly disagree with the statement. According to the above result the percentage of those who agree with the statement is high. 

Question 8

I visit multinational fast food outlets more frequently than local fast food outlets

#	Visit	Numbers		%
	
1	Multi national	180	60%
	
2	Local	120	40%

Fig 5.12

Result

Figure above tells us about the preferences of people. 40% said they prefer local fast food outlets while 60% said they prefer multinational outlets to visit. This result shows that percentage of those who visit multinational fast food outlets is higher as compared to those who visit local fast food outlets.

The upcoming results will show separately the preferences of students who visit multinational and local fast food outlets.

5.2 Preferences for multinational fast food outlets

Question 9

I look for quality while selecting for fast food outlet 

Quality	Strongly disagree	somewhat disagree	Neutral	Somewhat agree	 Agree	
Number	2	12	28	34	102	
Percentage	1.25%	6.75%	16.00%	19.00%	57.00%	

 Fig 5.13

Fig 5.13

Quality

1%

7%

16%

19%

57%

Strongly disagree

Somewhat disagree

Neutral

Somewhat agree

 Agree

Result

This figure shows that the students who visit multinational fast food outlets out of them 57% students strongly agree that they prefer eating out, 19 % somewhat agree, 16 % neutral, 7 % somewhat disagree and 1% strongly disagree with the statement. This shows these students give preference to quality their percentage is high.

Question 10

Ambiance matters a lot to me for fast food outlet selection

Ambiance	Strongly disagree	somewhat disagree	Neutral	Somewhat agree	 Agree	
Number	5	27	4	24	120	
Percentage	3.00%	15.00%	2%	13.00%	67.00%	

Fig 5.14

Result

This figure shows that 67% students who visit multinational fast food outlet strongly agree that they ambiance matters a lot to them while selecting a fast food outlet, 13 % somewhat agree, 2 % neutral, 15 % somewhat disagree and 3% strongly disagree with the statement. This shows for these students ambiance really matters because the percentage who agree is high.

Question 11

Brand consciousness affects the selection of fast food out let 

Brand consciousness	Strongly disagree	somewhat disagree	Neutral	Somewhat agree	 Agree	
Number	18	22	12	22	106	
Percentage	10.00%	12.00%	7%	12.00%	59.00%	

Fig 5.15

Brand consciousness

10%

12%

7%

12%

59%

Strongly disagree

Somewhat disagree

Neutral

Somewhat agree

 Agree

Result

This figure shows that 59% students who visit multinational fast food outlets strongly agree that the factor of brand consciousness affects fast food outlet selection, 12 % somewhat agree, 7 % neutral, 12 % somewhat disagree and 10% strongly disagree with the statement. This result shows these students are brand conscious.

Question 12
	
Hygienic conditions play very important role in fast food outlet selection

Hygienic conditions	Strongly disagree	somewhat disagree	Neutral	Somewhat agree	 Agree	
Number	18	2	4	9	145	
Percentage	10%	1.00%	2%	5.00%	81.00%	

Fig 5.16

Result

This figure shows that 82% students strongly agree that hygienic conditions plays very important role for fast food outlet selection, 5 % somewhat agree, 2 % neutral, 1 % somewhat disagree and 10% strongly disagree with the statement. This result shows that these students are hygiene conscious.

Question 13
	
In fast food outlet selection location also matters
	
Location	Strongly disagree	somewhat disagree	Neutral	Somewhat agree	 Agree	
Number	0	36	34	32	77	
Percentage	0.00%	20.00%	19.00%	18.00%	43.00%	

Fig 5.17

Result

This figure shows that 43% students strongly agree that in fast food outlet selection location matters a lot, 18 % somewhat agree, 19 % neutral, 20 % somewhat disagree and 0% strongly disagree with the statement. This shows these students do give importance to location.

Question 14

Customer services is an influencing factor in fast food outlet selection

Customer service	Strongly disagree	somewhat disagree	Neutral	Somewhat agree	 Agree	
Number	4	7	5	32	131	
Percentage	2.00%	4.00%	3.00%	18.00%	73.00%	

Fig 5.18

Customer services

2%

4%

3%

18%

73%

Strongly disagree

Somewhat disagree

Neutral

Somewhat agree

 Agree

Result

This figure shows that 73% students strongly agree that customer services is an influencing factor in fast food outlet selection, 18 % somewhat agree, 3 % neutral, 4 % somewhat disagree and 2% strongly disagree with the statement. This shows that the element of customer service is really important for them.

Question 15

I am price conscious in fast food outlet selection
	
Price	Strongly disagree	somewhat disagree	Neutral	Somewhat agree	 Agree	
Number	131	16	11	7	14	
Percentage	73%	9%	6%	4%	8%	

 Fig 5.19

Price consciousness

73%

9%

6%

4%

8%

Strongly disagree

Somewhat disagree

Neutral

Somewhat agree

Agree

Result

This figure shows that 73% students strongly agree that they are price conscious in fast food outlet selection, 9 % somewhat agree, 6 % neutral, 4 % somewhat disagree and 8% strongly disagree with the statement. This shows that these students are not price conscious.

Question 16
	
I go to fast food outlets because it is “in thing to do” since other boys and girls are there.

"in thing to do"	Strongly disagree	somewhat disagree	Neutral	Somewhat agree	 Agree	
Number	27	3	21	5	122	
Percentage	15.00%	2.00%	12%	3.00%	68.00%	

Fig 5.20

"In thing to do"

15%

2%

12%

3%

68%

Strongly disagree

Somewhat disagree

Neutral

Somewhat agree

 Agree

Result

This figure shows that 68% students strongly agree that they go to fast food outlets  because it is in thing to do , 3 % somewhat agree, 12 % neutral, 2 % somewhat disagree and 15% strongly disagree with the statement. This shows the element of conformity is high in them.

5.3   Preferences for Local fast food Outlets

Question 9
	
I look for quality while selecting for fast food outlet 

Quality	Strongly disagree	somewhat disagree	Neutral	Somewhat agree	 Agree	
Number	3	19	18	27	51	
Percentage	3%	16%	15%	23.00%	43.00%	

Fig 5.21

Result

This figure shows that students who visit local fast food outlets, out of them 49% strongly agree that they prefer quality for fast food outlet selection, 19 % somewhat agree, 15 % neutral, 8 % somewhat disagree and 3% strongly disagree with the statement. This shows that quality matters t them as well but its percentage is lower as compared to those who visit multinational fast food outlets.

Question 10
	
Ambiance matters a lot to me for fast food outlet selection

Ambiance	Strongly disagree	somewhat disagree	Neutral	Somewhat agree	 Agree	
Number	4	20	16	34	39	
Percentage	4.00%	20.00%	14%	29.00%	33.00%	

Fig 5.22

Result

This figure shows that students who visit local fast food outlets, out of them 44% strongly agree that they look for ambiance for fast food outlet selection, 29 % somewhat agree, 9 % neutral, 15 % somewhat disagree and 3% strongly disagree with the statement. These figures show that ambiance is also important for that but on the scale as it matters to those who visit multinational fast food outlets. 

Question 11

Brand consciousness affects the selection of fast food out let selection

Brand consciousness	Strongly disagree	somewhat disagree	Neutral	Somewhat agree	 Agree	
Number	6	27	16	31	38	
Percentage	5%	23%	14%	26.00%	32.00%	

Fig 5.23

Result

This figure shows that students who visit local fast food outlets, out of them 32% strongly agree that they are brand conscious for fast food outlet selection, 26 % somewhat agree, 14 % neutral, 23 % somewhat disagree and 5% strongly disagree with the statement. These students are also brand conscious but their percentage is lower as compared to those who visit multinational fast food outlets. 

Question 12

Hygienic conditions play very important role in fast food outlet selection

Hygienic conditions	Strongly disagree	somewhat disagree	Neutral	Somewhat agree	 Agree	
Number	10	16	20	32	42	
Percentage	9%	14%	17%	27.00%	35.00%	

 Fig 5.24

Result

This figure shows that students who visit local fast food outlets, out of them 45% strongly agree that they look for hygienic conditions for fast food outlet selection, 38 % somewhat agree, 11 % neutral, 4 % somewhat disagree and 2% strongly disagree with the statement. These students are also hygiene conscious but again their percentage is lower to multinational fast food outlet visitors.

Question 13

In fast food outlet selection location also matters

Location	Strongly disagree	somewhat disagree	Neutral	Somewhat agree	 Agree	
Number	12	24	22	21	39	
Percentage	10.00%	20.00%	19.00%	18.00%	33.00%	

FIG 5.25

Result

This figure shows that students who visit local fast food outlets, out of them 33% strongly agree that they look for location for fast food outlet selection, 18 % somewhat agree, 19 % neutral, 20 % somewhat disagree and 10% strongly disagree with the statement. Location matters to them but not that much as it matters to those who visit multinational fast food outlets. 

Question 14

Customer services is an influencing factor in fast food outlet selection

 Customer service	Strongly disagree	somewhat disagree	Neutral	Somewhat agree	 Agree	
Number	2	13	21	37	45	
Percentage	2.00%	11.00%	18.00%	31.00%	38.00%	

FIG 5.26

Result

This figure shows that students who visit local fast food outlets, out of them 38% strongly agree that customer services s an influencing factor for fast food outlet selection, 31 % somewhat agree, 18 % neutral, 11 % somewhat disagree and 2% strongly disagree with the statement. So the element of customer service matters to them but percentage is lower from those who visit multinational fast food outlets.

Question 15

I am price conscious in fast food outlet selection

Price	Strongly disagree	somewhat disagree	Neutral	Somewhat agree	 Agree	
Number	1	15	2	19	81	
Percentage	1%	13%	2%	16%	68%	

FIG 5.27

Result

This figure shows that students who visit local fast food outlets, out of them 68% strongly agree that they are price conscious for fast food outlet selection, 16 % somewhat agree, 2 % neutral, 13 % somewhat disagree and 1% strongly disagree with the statement. This shows these students are price conscious.

Question 16

I go to fast food outlets because it is “in thing to do” since other boys and girls are there.

"in thing to do"	Strongly disagree	somewhat disagree	Neutral	Somewhat agree	 Agree	
Number	25	28	19	19	27	
Percentage	21.00%	24.00%	16%	16.00%	23.00%	

FIG 5.28

Result

This figure shows that students who visit local fast food outlets, out of them 32% strongly agree that they go to fast food outlet because it is “in thing to do” since other boys and girls are there, 29 % somewhat agree, 3 % neutral, 20 % somewhat disagree and 16% strongly disagree with the statement. The element of conformity is lower in them as compared to those who visit multinational fast food outlets.

RESEARCH FINDINGS

The objective of the above mentioned tables and figures is to find the reasons of consumption of fast food, how do Lifestyles influence the consumer preference towards fast food outlets , multinational and local fast food outlets? How these results will help our local fast food outlets to retain their customers.

5.4 Research Answers
What are the reasons of fast food consumption?

Our research has enabled us to present following findings regarding the reasons of fast food consumption.

A large number of students are found to prefer fast food over traditional food because they tend to agree with the fact that “Fast food is affordable” and it is also convenient to get as in our results it is depicted that students have shown positive response for the statement that “It is fast to get”. And we found another important reason for fast food consumption that students prefer to socialize at places like fast food outlets and this fact is clearly depicted in our result that “Fast food outlets provide the chance of socializing”. Higher percentage of students have also agreed that “Fast food outlets serve a source of entertainment” for them. These two behaviors further get confirmed as our research found that students give more preference to “visit fast food outlets with friends and family as to alone” and majority pecentage of our sample “prefer eating out as compared to home delivery”. So the above mentioned are reasons of fast food consumption.

Which students prefer multinational fast food outlets?

From our research we have found that below Rs.5000 (low range) pocket money students are 43%. Rs.6000 to 9000(middle range) level students counts for 46% of total percentage. 11% counts for respondents having pocket money of Rs.10000 and above (high range). And interestingly we have found that students who have “middle and high pocket money range visit multinational fast food outlets more frequently as compared to local fast food outlets”. Our research study also confirms from another result that students who visit multinational fast food outlets are “not price conscious” but they are “quality conscious”. That’s why they are ready to pay high price for better quality.  And quality is obviously the core competency of these outlets like KFC and McDonald’s. These students are also found to be “brand conscious”. This shows they prefer eating from a particular brand and that’s why their visit to these outlets is frequently more. 

“Environment also plays an important role in selection of fast food outlets.”  Marvelous environment / ambiance of these outlets become the source of attraction for those who visit multinational fast food outlets. As far as location is concerned they give preference to it as well. Because the research shows that for these students “location also matters for fast food outlet selection”. A hygienic condition is yet another factor in determining the selection of fast food outlets and our research conforms to the fact that “the students who visit multinational fast food prefer hygienic conditions”. This shows that they are health conscious as well.

This research work shows that for the students who prefer multinational fast food outlets “a customer service has proved to be an influencing factor”. They look for good quality customer service that’s why they prefer multinational fast food outlets as compared to local outlets. 

Another behavior of these students comes forward form the research that they also want to be part of their social circle, this research has already proved this fact that students prefer going fast food outlets for the sake of socializing, and this fact further gets approved when higher percentage of students are found to get agreed with the statement that they “go to fast food outlets because it is in thing to do” since other boys and girls are also there. They are also found to be conscious about themselves because large number of students who visit multinational fast food outlets has agreed to the statement that “going to fast food outlets makes them feel good about themselves.” So the above mentioned findings show which students prefer multinational fast food outlets and it clearly shows their lifestyle like they have pocket money above Rs.6000, they are not price conscious, but brand, quality conscious. For them factor like ambiance, location and hygienic conditions matter etc. And element of conformity is high in them.
 	
Which students prefer local fast food outlets?

It is found from research that students who have “low pocket money range visit local fast food outlets more frequently as compared to multinational fast food outlets”. Our research study also confirms from another result that students who visit local fast food outlets are “price conscious” but they are “not so much quality conscious as compared to those students who visit multinational fast food outlets”. These students are also found “not to be high in brand consciousness”. 

“Ambiance does not play an important role in selection of fast food outlets for those who visit local fast food outlets.”  As far as location is concerned they do not give much preference to it as well. Because the research shows that for these students “location does not matter much for fast food outlet selection”. A hygienic condition is yet another factor in determining the selection of fast food outlets and our research conforms to the fact that “the students who visit local fast food outlets do not prefer hygienic conditions as much as compared to multinational fast food outlets”. This shows that they are not much health conscious as well.

This research work shows that for the students who prefer local fast food outlets “a customer service has not proved to be an influencing factor  for them as much as compared to those who visit multinational fast food outlets ” for them as compared to those 

Another behavior of these students comes forward form the research that they also want to be part of their social circle, this research has already proved this fact that students prefer going fast food outlets for socializing, these students are also found to get agreed with the statement that they “go to fast food outlets because it is in thing to do” but their percentage is lower than multinational fast food outlets. They are also found to be conscious about themselves because large number of students who visit local fast food outlets has agreed to the statement that “going to fast food outlets makes them feel good about themselves.” But again their percentage is lower as compared to multinational fast food outlet student visitors. So the above mentioned findings show which students prefer local fast food outlets and it clearly shows their lifestyle like their pocket money range is low, and they are price conscious. Quality, brand consciousness is low as compared to those students who visit multinational fast food outlets. And the factors like ambiance, location and hygienic conditions, customer services matter to them as well but its percentage is low as compared to those who visit multinational fast food outlet. And element of conformity is not very high in them.

CHAPTER # 6

CONCLUSION AND RECOMMENDATIONS

6.1	Conclusion

This study would help the local fast food retailers to know about the target consumers (university students) for fast food outlets and their reason of consumption and in thi sway the would be able to retain their target customers. This study also take into consideration their life style and preferences as well. One of the main goals of this study has been to discuss the target consumers for fast food outlets. Which consumers’ prefer to visit local outlets? Which consumers prefer to visit foreign outlets? What life style they have? 

To analyze Consumption of fast food items primary data was collected through questionnaire and secondary through internet, research papers and books.300 questionnaires were distributed among students. The main objective of the study was to gather relevant information that will help the marketers in assessing the life style of university students towards consumption of fast food items. The reasons of fast food preferences of consumers, their reasons to eat out are all analyzed. 
	
A high percentage of students prefer fast food as compared to traditional food. They consider it is affordable and fast to get as it takes less time to get cooked. 
 Students prefer to socialize at places like fast food outlets, because food outlets provide them chance of socializing.And they prefer visiting fast food outlets with their freiends and family as compared to visit alone.
From this research study it can be said now that life style of youth in twin cities is also big factor of fast food consumption. Students who prefer multinational fast food outlets to visit their life style are different to those who prefer local fast food outlets. 
The students who visit multinational fast food outlets have pocket money above Rs.6000 so they belong to middle upper and upper social class of our society. They are not price conscious, but brand and quality conscious. For them ambiance, location and hygienic conditions matter a lot. Moreover they prefer doing those things which is considered to be in. This shows that they are conscious about maintaining their status in their social group. So the element of conformity is also found in them and its quite high.
As compared to them, the students who visit local fast food outlets have a different life style. Their pocket money range is below Rs.6000 so they belong to middle middle and lower middle class of our society. They are very price conscious but not so much brand and quality and health conscious as to those who visit multinational fast food outlets. The other factors like ambiance and location also do not matter to them in a way as they matter to other group of students who visit multinational fast food outlets. The element of conformity is low in them. 

6.2 Recommendations
We got successes in identifying the lifestyle of our targeted students due to which we were able to describe their particular preferences. The recommendation part is more focused towards the local fast food outlets whose existence may be threatened in near future, as the multinational has started targeting the segment of locals, those who are price conscious that is the major reason for their preference of local fast food outlet. The observational studies shown the fact that multinational fast food outlets are offering low price deals which will in near future definitely effect the sales and potential customers of locals. Obviously when will get the low price food in better condition they will not mind eating from there. 
1	The local fast food outlets in respond must have to take care the issues related to quality, hygiene, ambiance specially. Though it is very difficult to maintain the quality/hygiene in low cost or at present cost but this they have to mange by reducing other cost related to supply chain ,inventory,  and maintenance of workforce etc . So that they wont have to raise the price .
2	The local fast food outlets must maintain high quality Cleanliness. As the consumers nowadays are hygiene conscious and health is there priority. Food items must be provided in a hygiene environment this is what customers are looking for. Pakistanis prefer their traditional foods as well as fast food but in a neat environment. The restaurant management must maintain this standard so as to retain their customers. Local outlets keep the cleanliness factor in mind to retain their customers by keeping in mind the crucial factor of cost.
3	In our society we see that eating out is considered to be a major source of entertainment for the consumer. Keeping this factor in mind it is suggested that the food outlet when opens up must have a comfortable, splendid and unique décor. When a consumer comes out of home with his family on weekends he intends to enjoy that time. When consumers in our society we could see have picked up the option of eating out so they should get full value for their money. So this could be done if the restaurants are decorated with big screens are installed on which some mind relaxing songs are on. A freshly decorated outlet always attracts customer. So they have to do  all these activities, reduce the cost from other areas, in order to retain their customers by charging their meals at the same low prices.
4	Our local fast food outlets should pay a lot of attention to customer services. By improving their customer services they can retain the customer base. Customer service is an example of a satisfying relationship with customer. Many consumers are looking for efficient and accurate service delivered while purchasing an item even at a reasonable price. Customers demand a quality service that is received upon each visit. This consistency helps to increase a sense of loyalty from a costumer, and may allow too lengthy for word-of-mouth recommendations to other consumers as well. This can be improved by giving training to their workers etc.  
So the above mentioned recommendations will help the local fast food outlets to retain their customers.

Appendix 1

Questionnaire

Note: 

1	Please answer all the questions.
2	Place a tick mark on the option most relevant to you.

Demographic profile:

1.   Age 
1	18 - 22
2	23 – 25
3	26 – 28 
4	29 +

2.   Gender 
5	Male
6	Female

3.   Education 

7	Under Graduate students
8	(Computer Science)
9	(Geophysics)
10	(Management Science)
11	(Telecom Engineering)

12	Graduate students

13	(Management Science)
14	(Telecom Engineering)
15	(Computer Engineering)

4.     Pocket money

16	Below 5,000
17	6,000 - 9000
18	Above 10,000

(Note)

Follow the scale and tick in the column most relevant to you.

1
Strongly disagree	2 
 Somewhat disagree	3 
Neutral	4
Somewhat agree	5
Strongly agree	

		1	2	3	4	5
	
1	I  prefer fast food over  traditional meal
						
2	Eating fast food provides me a chance of socializing 
						
3	Fast food outlets serves a source of entertainment
						
4	I prefer fast food because it is fast to get
						
5	I prefer fast food because it is also affordable
						
6	I prefer eating out as compared to home delivery
						
7	I like to go to fast food outlets with friends and family as compared to going alone.						

8   I visit multinational fast food outlets more frequently 
    as compared to local fast food outlets.

    A. Agree	 		   B. Disagree	

(Note)

Follow the scale and tick in the column most relevant to you.

1
Strongly disagree	2 
 Somewhat disagree	3 
Neutral	4
Somewhat agree	5
Strongly agree	

		1	2	3	4	5	
9	I look for quality while selecting for fast food outlet.
						
10	Ambiance(atmosphere) matters a lot to me for fast food outlet selection
						
11	Brand consciousness affects the selection of fast food out let selection
						
12	Hygienic conditions play very important role in fast food outlet selection

13	In fast food outlet selection location also matters
						
14	Customer services is an influencing factor in fast food outlet selection
						
15	I am price conscious in fast food outlet selection
						
16	I go to fast food outlets because it is “in thing to do” since other boys and girls are there.

Appendix 2

References

Atkins, P. and Bowler, I. (2001), Food in Society: Economy, Culture and Geography, 	Arnold, London., Vol. 12,  pp.328

Bower, M. & Garda, R.A. (1986). The role of marketing in management. Ch 1 in Handbook of modern marketing. V.P. Buell, ed. New York: McGraw Hill Book Company, 1-3.

Bartels, R. (1965). Developments of marketing thought: a brief history, in Science in Marketing. G. Schwartz, ed., New York: John Wiley and Sons, 47-69. 

Blackwood (1997), Marketing Research, ninth Edition
David S. Rogers and Howard L. Green, “Changes in Consumer Food Expenditure 	Patterns”, Journal of Marketing, Vol. 42, No. 2, Apr. 1978, pp. 14-19 
Etzel, M.J., Walker, B.J. & Stanton, W.J. (2001). Marketing, 12th ed. Boston, MA: McGraw-Hill, 10-13. 
Evans, J.R. & Berman, B. (1997). Marketing, 7th ed. Upper Saddle River, NJ: Prentice Hall, 11-12. 
Hayden (2002), “Consumer Marketing” Diesel Progress North American Edition, 1999,

Howard, John A. and Jagdish N. Sheth. The Theory of Buyer Behavior.  John 	Wiley and Sons, Inc. New York, 1969.

Hume, S., “Fast-food chains cook up ways to improve service”, Advertising Age, Vol. 63 	No. 23, 8 June 1992, pp. 3, 46.

Kotler P. 2000, “Marketing Research” (10th  Edition), Prentice Hall, Global Competitiveness,pp.19

Kotler P.2001, “Competition, the Marketing Concept, and Kotler”,(4th Edition), By Anell, Barbro I, Publication: Global Competitiveness, pp.11-19

Kotler, P. & Armstrong, G. (2001). Principles of marketing, 9th Edition, Upper Saddle River, NJ: Prentice Hall, pp 18-20. 

Lastovika, John L. (1982) "On the Validation of Lifestyle 
Traits: A Review and Illustration, Journal of Marketing Research", 19 (February), pp.126-138

Lynn W. Robbins and Thomas P. Haas., “Simulated Behavior of Fast Food 	Restaurants under Alternative Cost/Volume Conditions” American 	Journal of 	Agricultural Economics, Vol. 63, No. 1, Feb, 1981, pp. 146-152 

Mick, David Glen, DeMoss, Michelle, & Faber, Ronald J. (1992). A projec- tive study of 	motivations and meanings of self-gifts: Implications for re- tail management. 	Journal of Retailing, 68, 122-144.

Meryl Paula Gardner., “Mood States and consumer Behavior”, Journal of Consumer 	Research, Vol. 12 No. 3, December 1985, pp. 281-300

Mueller, W., “Are Americans eating better?”, American Demographics, Vol. 11 No. 2, 	February 1989, pp. 30-3.

Robichaud, R. and Khan, M.A., “Responding to market changes: the fast-food 	experience”, Cornell Hotel and Restaurant Administration Quarterly, Vol. 29 No. 	3,November 1988, pp. 46-59.

Wong, Nancy Y., & Ahuvia, Aaron C. (1998). Personal taste and family face: Luxury consumption in Confucian and western societies. Psychology and Marketing, 	15(5), pp.423-441

Wood, Michael. (1998). Socio-economic status, delay of gratification, and impulse 	buying. Journal of Economic Psychology, 19, 295-320

Walter A. Henry., “Cultural Values Do Correlate with Consumer” Journal of Marketing 	Research, Vol. 13, No. 2, May, 1976, pp. 121-127

Wells, W. D. (1975), "Psychographics: A Critical Review," Journal of Marketing 	Research, 12 (May), 196-213. and S. C. Cosmas (1977), "Life Styles," in Selected 	Aspects of Consumer Behavior, R. Ferber, ed. Washington, D. C.: National 	Science Foundation

Searching for Fast Food
Accessed on 2nd May,2009
Available at: http://en.wikipedia.org/wiki/Fast_food

Searching for Fast Food
Accessed on 2nd May,2009
Available at: http://en.wikipedia.org/wiki/Fast_food

Searching for Competition breeds sales for fast food industry
Accessed on 2nd May,2009
Available at: http://www.foodnavigator.com/Financial-Industry/Competition-breeds-sales-for-fast-food-industry

Stackhouse, Steve , July 2000,” Area Development Site and Facility Planning Market forces make fast food even faster”[Accessed at http://findarticles.com/p/articles/mi_qa5387/is_200007/ai_n21458362/].