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HEALTHY FAST FOOD: MARKET OBSERVATION

21.03.2019 18:34

[Секция 3. Маркетинг]

Автор: Kharchuk Viktoriya Yurijivna, PhD., Assoc. Prof. Management and International Business Department, Lviv Polytechnic National University; Domashchuk Yaryna Volodymyrivna, Master Student of Management and International Business Department, Lviv Polytechnic National University


Changing world demands seeking new types of business and offering new products or services. One of the urgent necessities is to provide consumers with healthy food. With due account for this, it is attractive and essential to analyze consumers demand on healthy fast food. The main idea of given research is to survey an overall tendency on international and domestic markets focusing on healthy fast food demand.

The survey was conducted online via electronic questionnaires in order to collect first-hand data from consumers. For Ukrainian market questionnaire was posted on the personal Facebook page of Yaryna Domashchuk and in two group conversations on the same source, for the international market English version of the questionnaire was posted in several Facebook groups, among which are the following: Dissertation Survey Exchange – Share Your Research Study, Find Participants; Research Participation - Dissertation, Thesis, PhD, Survey Sharing; Dissertation Survey Exchange; Umfragen & Online-Experimente – Teilnehmer für empirische Studien finden; SURVEY exchange: Find participants & respondents, share take dissertation; Psychology Research Participants - Dissertation, Thesis, Survey, Subjects.

The questionnaire contains 5 screening questions to get a broad understanding of the personal attitude towards fast-food and eating habits. Introduction of the questionnaire sounds like the following: “The idea is to create a worldwide restaurant company, which offers its clients a range of healthy food, served direct after an order. The menu will be worked out based on nutritionists prescribing. The mission of the company would sound like the following: "Feed people fast and healthy". The aim of this form is to conduct market research to understand whether this idea is worthy of further development.” Questions as such are as further named: “Can you call yourself a healthy-eating person?” with two options of an answer “Yes / No”; “Do you eat in fast food chains?” (“Yes / No”); “Which option would you choose for your lunch?” (“Self-cooked meal / Fast food / Healthy fast food / Other self-written option”); “Is healthy fast food chain needed in your area?” (“Yes / No”); “What is your area of living?” (“Europe / Asia / South America / North America / Australia / Africa / Ukraine”).

The survey sample size for Ukrainian and for international markets are 59 and 57 votes consistently, which were collected within 5 days. Attained results of Ukrainian respondents are presented in the following diagrams (Figures 1-4).




Fig. 1. Responses to Question № 1 of Ukrainian respondents

As judged by given above responses we may conclude that at least a half of interviewers couldn’t manage to eat healthy food.




Fig. 2. Responses to Question № 2 of Ukrainian respondents

The interesting results were gotten on the second question: Ukrainian respondents prefer eating in fast food chains, which means they could possibly become our customers in a healthy fast food chain (Figure 2).




Fig. 3. Responses to Question № 3 of Ukrainian respondents

The previously mentioned statement could be affirmed by answers to the 3d question, where customers preferred to eat self-made dishes or healthy fast food to fast-food (Figure 3).




Fig. 4. Responses to Question № 4 of Ukrainian respondents

Regarding the necessity to establish a healthy fast food chain in Ukraine the vast majority of customers gave a positive response (Figure 4).

The next step of the given market overview is to get responses to the same questions from international interviewers. Answers of international respondents are presented in the following diagrams (Figures 5-9).




Fig. 5. Responses to Question № 1 of international respondents

Compared to obtained results from Ukrainian interviewers, there is a bigger amount of those who eat healthy food among international respondents (Figure 5).




Fig. 6. Responses to Question № 2 of international respondents

However, the amount of those eating in fast food chains is also bigger compared to the Ukrainian market (Figure 6).




Fig. 7. Responses to Question № 3 of international respondents

Regarding choosing an option for their lunch, international respondents mostly prefer eating a self-cooked meal, healthy fast food in its turn is on the second place but with fewer votes compared to Ukrainian respondents (Figure 7).




Fig. 8. Responses to Question № 4 of international respondents

Despite the previously mentioned fact, among international respondents the amount of those who would like to see the described restaurant in their area is slightly bigger as among Ukrainian respondents (Figure 8).




Fig. 9. Responses to Question № 5 of international respondents

Having analyzed all above-mentioned data, we may make the following conclusions:

• on domestic market (59 respondents) it is worthy to open such restaurants because there is a good percentage of those who eat healthy food and at the same time visit fast food chains (positive answers for first 2 questions): 9 respondents - 15,3%; even bigger amount of those who would go to the healthy fast food restaurant on the daily basis for lunch if there was one (those who answered “Yes” for the question “Is healthy fast food chain needed in your area?” and chose an option of “Healthy fast food” for their lunch in the 3d question): 24 respondents - 40,7%, which means they are our future regular customers; and a significant percentage of those who would like to see such restaurant in their area: 47 respondents - 79,7%, which means they would visit such restaurant at times;

• on the European market (38 respondents) it is worthy to open such restaurant as well but after deeper market research for every country. The corresponding results are as follows: there are 20 respondents - 52,6% of those who eat in fast food chains and call themselves healthy-eaters; 7 respondents - 18,4% of those who are our future regular customers; 29 respondents - 76,3% of our possible future clients;

• talking about the international market, based on the above-mentioned questionnaire, we may say that in general, it is reasonable to open such chain as well, but the deeper analysis for every region is needed.

Given market survey shed the light upon consumers inclination towards healthy fast food. Based on such conclusions we may conduct further market research with the usage of more modern methods and specify this questionnaire for every region or country, in parallel with what we may move towards other project stages (e.g. network creation, risks assessment, budget calculation, funding obtain through Crowdfunding platforms and an opening of the first restaurant).

References

1.Dissertation Survey Exchange. https://www.facebook.com/groups/1255012211233315/?ref=group_browse_new

2.Dissertation Survey Exchange – Share Your Research Study, Find Participants. https://www.facebook.com/groups/post.survey.find.respondents.study.participants/?ref=group_browse_new

3.Healthy fast food questionnaire (results of international respondents). https://drive.google.com/open?id=1ZMqxALWXNb1frka-cXxO3jjgZQzF-Cg_ITinebxNLPQ

4.Healthy fast food questionnaire (results of Ukrainian respondents). https://drive.google.com/open?d=1PkQdAd8VC7zI2hApx3xAwgRqlZq9kn5J42U_zu92wlo

5.Psychology Research Participants - Dissertation, Thesis, Survey, Subjects. https://www.facebook.com/groups/research.participation/?ref=group_browse_new

6.Research Participation - Dissertation, Thesis, PhD, Survey Sharing. https://www.facebook.com/groups/indian.psych.researchers/?ref=group_browse_new

7.SURVEY exchange: Find participants & respondents, share take dissertation *. https://www.facebook.com/groups/SurveyTandem/?ref=group_browse_new

8.Umfragen & Online-Experimente – Teilnehmer für empirische Studien finden. https://www.facebook.com/groups/studie.umfrage.posten.probanden.teilnehmer.finden/?ref=group_browse_new



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