EXPLORING BUSINESS OPPORTUNITY AND PRODUCT MIX FOR A FAST FOOD CHAIN IN DHAKA

Siddharth Varma; Arvind Chaturvedi; K. M. Naquibul Bari

Siddharth Varma Professors, International Management Institute, New Delhi
Arvind Chaturvedi Professors, International Management Institute, New Delhi
K. M. Naquibul Bari Civil Services Officer, Roads and Highways Department, Ministry of Communications, Dhaka (Bangladesh)

Keywords: Fast food, Burger, Flavour, Spiciness, Price, Dhaka

Abstract

The purpose of this paper is to explore business opportunity for the Fast Food Corporation by determining
the frequency of consumption of fast food by customers and preferences of the customers regarding the
offerings of this firm for the city of Dhaka. A survey has been carried out among prospective customers
and their preferences regarding type of burger, flavour, spiciness etc has been determined. Also, the price
they are ready to pay for the same has been ascertained. The results suggest that most customers prefer
spicy food, BBQ, grill and masala flavours and chicken and beef are favourites. The value of this paper
lies in the fact that by determining customer behavior regarding fast food consumption, it will help the
firm to offer a menu which is to the liking of the local people in Dhaka and also within the price range
that the customers are prepared to pay.