The Impact of Fast Food Consumption Trends on Consumer Behaviour. A Study of Pizza Hut UK (2013)

This dissertation discusses the “Patterns and Trends of Fast Food Consumption and its Impacts on Consumer Buying Behavior”. The patterns of fast food consumption in a society show that how frequently the citizens of the society are consuming fast food and spending on the purchase of fast food related items. The patterns of fast food consumption is also helpful in understanding the consumer buying behaviour because the consumption of fast food products has been significantly increased over the period of time in different countries.

The knowledge regarding the patterns of food consumption is very important because it significantly impacts the consumer buying behaviour which ultimately creates an impact on the sales revenue percentage and business profitability of the organizations The patterns of food consumption in a particular society are always an important consideration for the organizations operating in the food industry or linked with the restaurant business. This research is based on Pizza Hut UK and the researcher seeks to analyze the consumption patterns and fast food consumption of people living within the UK.

For this particular study, the researcher has used both primary and secondary data collection methods in order to conduct the study. In order to collect primary data, the researcher has used qualitative and quantitative research methods considering the nature of the topic. The researcher has conducted three interviews with restaurant managers of Pizza Hut in order to collect the primary data. A questionnaire survey also has been conducted with the consumers who are visiting the restaurants of Pizza Hut.

The research outcomes show that fast food consumption is high in the UK. The findings of the research also show that high food consumptios can affect the profitability of Pizza Hut in a positive manner. The research findings reflects that the organizational strategies which are formulated and implemented in order to affect the buying behaviour of the consumers have great importance because effective strategies of the firm positively impact the consumer buying behaviour which generates increased sales revenue for the organization. Dissertation objectives;

• To identify the fast food consumption patterns in the UK
• To evaluate the impact of consumption patterns on the consumer buying behaviour
• To identify the impact of high food consumption on the profitability of Pizza Hut in the UK
• To evaluate the point of views of the visitors of Pizza Hut in order to determine their satisfaction and loyalty with the organization

• 15,000 words – 60 pages in length
• Excellent use of literature
• Good analysis of subject area
• Well written throughout
• Includes questionnaire
• Ideal for marketing students

1 – Introduction
Study Background
Company Background
Research Questions
Research Objectives
Research Rationale
Dissertation Structure

2 – Literature Review
Factors Affecting Consumer Buying Behaviour
Organizational Products and Consumer Buying Behaviour
Influence of Reference Group on Buying Behaviour
Life Cycle
Consumer Buying Behaviour and Client Loyalty
Food Consumption Patterns In the UK
Consumer Buying Behaviour and Changing Business Environments

3 – Research Methodology
Research Approach
Data Collection Methods
Interview
Questionnaire Survey
Limitations of the Research
Ethical Considerations

4 – Research Results and Findings
Analysis of Interviews
Analysis of Questionnaire Survey

5 – Discussions

6 – Final Conclusion and Recommendations

References

Appendix Section
Survey Questionnaire
Interview Questions