AMMR PROJECT PROPOSAL

Influence of various menu offerings and identifying customer segments for

Quick Service Restaurants

GROUP- 9
ABHIROOP DAS PGP 20/064
SOUGATA MAJUMDAR PGP20/272
SACHIN SURYAVANSHI PGP20/356
JOHN FRASER PGP 20/296
NUPUR PRASMIT PGP 20/039
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RESEARCH OBJECTIVE & RESEARCH QUESTION

To identify the best fast food combinations for any QSR opening in India

What menu combinations provides higher utility to customers ?

To find out the target market segment for the identified food combination

Which target segment should be targeted by a new QSR ?

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LITERATURE REVIEW

1. Influence of Promotional Mix and Price on Customer Buying Decision toward Fast Food sector: A
survey on University Students in Jabodetabek, 2014 (Jakarta, Bogor, Depok, Tangerang, Bekasi)Indonesia
2. Consumer Preference and Spending Pattern in Indian Fast Food industry,2012 -Y Prabhavathi, N T
Krishna Kishore, M. Ramesh Kumar
3. Measuring Perceived Service Quality of Fast Food Restaurant in Islamic Country: a Conceptual
Framework, 2015- Sik Sumaedi ,Medi Yarmen
4. Determinants of Customer Satisfaction in Fast Food Industry A Study of Fast Food Restaurants
Peshawar Pakistan, 2013-Shazhad Khan,Syed
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PROPOSED METHODOLOGY

1 Data Collection: Menu and combo list from various QSR restaurants

Conjoint Analysis on to identify the effect each of individual food item(SS-30

2 & 10 point rating scale) Attributes : Main course,Side Dish,Drinks,Price

3 Multinomial logistics regression to develop a model

Questionnaire based on demographic and popular food combinations identified

4 from the previous analysis (SS=100+)

5 Cluster Analysis to identify the target segments, if any for each of the food combinations
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Data Source & Researchs Contribution

1. A survey will be floated with appropriate questions to identify consumer specific behaviour and needs
2. Stakeholders to be included are students, households and homemaker so that we get an overall picture

The research findings would mainly be of significance for:

Any new QSR opening in India trying to target a specific consumer group
Any existing QSR trying to widen the the array of food choices presently available to the customers

The research findings would specifically be helpful at a time when the number of fast food restaurants have
increased manifold and customers are spoilt for choices, and hence finding the right combination of food
choices can go a long way in increased footfall and customer rentention.