Premium Essay

Fast Food Chain

In: Business and Management

Submitted By saimumjahan
Words 3277
Pages 14
Submitted to:

Report
11 March, 2014

Innovative Research & Consultancy Ltd.

Kazi Food Limited

Kazi Food Limited is a company under the Kazi Farms Group. Kazi firms limited was established in 1996 and as of today they are the largest player of poultry industry of Bangladesh. There are 20 different company under the Kazi
Farms Group banner (source: www.kazifarms.com). The group is operating in almost all sectors of the industry. They got breeding farms, hatcheries and feed miles. Having a solid ground in this industry Kazi Farms is now planning to mark their footstep in another related industry through Kazi Food Limited, that is the “Fast
Food” industry. Kazi Foods believe that they got the knowhow and logistic strength to run the business. But prior to that they felt the need to understand the pulse from consumer end. It is very wise to get the insights prior to kick off.

In this regards Kazi Food Limited commissioned Innovative Research &
Consultancy (IRC) Limited to conduct the study. IRC Ltd. is proud to be the knowledge partner.

Specific objectives for this study was –
 To identify the TG and their profile
 To check the concept of outlet type

 To explore the expectation
 To find the triggering factors
 To identify the location preference

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Research Design
This study was an ad-hoc, cross-sectional research and quantitative in nature. This approach collects data from cross section of consumers.
Primary data collection were done through face to face interview. A semi structured questionnaire (that is both close ended and open ended questions) were used to collect data. From our experiences we noticed that Dhaka City is the melting pot of different type of people. Consumer profile and lifestyle varies largely across the areas. So we decided to divide the city in to few key homogeneous areas and separate sample were drawn from those areas.

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