Burger King: Customer Perception of Food Quality Report

This research proposal investigates the varying perceptions of food quality at Burger King among domestic and international customers. It begins with an introduction to Burger King and outlines the research objectives, which include evaluating Indian customer and tourist perceptions of food quality. The literature review examines scholarly sources to understand existing knowledge and theories related to the topic, focusing on Indian food habits, tourist preferences, and the impact of cultural differences on food quality perception. The methodology section details the research approach, including the use of primary and secondary research methods. The proposal highlights the importance of adapting to local tastes, citing the need for Burger King to understand and cater to diverse consumer preferences, particularly in the Indian market. The research aims to provide insights into how Burger King can tailor its offerings to meet the specific needs and expectations of different customer segments, ultimately enhancing customer satisfaction and brand loyalty. The proposal concludes with a discussion of the anticipated outcomes and their implications for Burger King's marketing strategies.

Research
proposal

INTRODUCTION.....................................................................................................................................3
LITERATURE REVIEW..............................................................................................................................3
Indian people perception for food quality habits..............................................................................5
Critically evaluate the tourist perception of food quality..................................................................7
RESEARCH METHODOLOGY...................................................................................................................8
Bibliography.........................................................................................................................................16

INTRODUCTION
Every customer have there different perception towards offering of an organisation as
well as it is responsibility of an business firm to ensure that they focus on domestic and
international both customers and then serve them within effective manner(Fletcher, 2017).
This research is based on Burger King which is an American multinational chain of
hamburger fast food restaurants. It was founded in 1953 by Keith J. Kramer ands Matthew
Burns. Burger is serving at global level and it headquarters at 5505 Blue Lagoon Drive,
Miami-Dade County, Florida, United State. In addition to this, respective research will going
to discuss how do perception of food quality vary between domestic and international
customers.
Research Objectives:
 To critically evaluate the Indian customer perception of food quality.
 To critically evaluate the tourist perception of food quality.
On the basis of above mention objective literature review section will going to be discuss
in that different authors view point will be discuss that help in explaining overall topic behind
conducting research in effective manner. Apart from this, another section is research
methodology which is important part of overall research as it will provide assistance in
analysing which method is suitable for conducting research(Mohajan, 2018). Research
methodology refers to the methods from which the research has been conducted by the
investigators. For research purpose an individual has to gather a lot of information and data to
conclude upon a conclusion. The investigator adopts these two methods for conducting his
research work. These two methods for performing the research are primary and secondary
methods. In the end, conclusion and recommendation will going to be elaborate for better
understanding of research.
LITERATURE REVIEW
A literature review is said to be a survey which includes the scholarly sources or the
information about any particular topic or title. It helps the user into the identification of
present knowledge and related theories, methods and ways which is associated with the topic
(Boltong and Keast, 2012). There are many steps which is involved in making a literature
review, these are gathering, analyzing the information, and then outline the necessary
information which is important and useful for the topic. Here gathering refers to the

collection of data or information from the available sources, analyzing refers to the evaluation
of information which has been taken from the sources, outline refers to marking the important
data and information which is highly relevant to the topic. And at last the investigator writes
about the topic in which he outlines these information which he has derived from these
sources. It has been said that a nice literature review not only just give synopsis of
information but also analyze and interpretation the information presented. Literature review is
comprehensive summary related to previous research on the topic. In addition to this,
literature review survey several information and data from scholarly articles, books as well as
other relevant sources in particular area of research. Moreover, it should enumerate, describe,
objectively evaluate as well as clarify previous research in better manner. This literature
review will going to conduct for Burger King on the topic “How do perceptions of the food
quality vary between domestic and international customers”?

Literature table
Theme Key elements Authors
Indian Perception of food
quality
Food Trends in India
Food Habits of Indians: Ipsos
Study
 Indian people still
prefers the home
made food.
 They try to avoid the
food products which
says ready to make.
 Indians are mainly
preferring mixed
ingredients food with
high spices hubs as
they are mainly
dedicated towards
good taste.
 Also the Indian
market still do not
prefer the meat of
beef and still most of
the population is
vegetarian.
Raajpoot, (2002)
Cattini, (2017)
Madhurima Bhatia, (2019)
Foreigner perception of
Indian food
How India is becoming the
perfect culinary tourism
destination.
The Potential of Culinary
Tourism in India
 Outsiders consider
Indian food as spicy
and unsuitable for
their food habits.
 They believe in eating
the food which
contains the less
spices.
 Foreigner people
generally prefer the
ready to make food
and their majority of
Prakash, 2013
Ruth Dsouza Prabhu, (2018)
Sherry Abraham and R. K.
Kannan, (2015)

the population is non
vegetarian.
Indian people perception for food quality habits
According to Raajpoot, (2002), Food decent variety in India is a verifiable attribute of
India's diversified culture consisting of various locales and states inside. Customarily, Indians
like to have home-prepared dinners – an idea upheld strictly just as individually. However,
with times because of expanding mindfulness and influence of western culture, there is a
slight move in food utilization designs among urban Indian families. It started with eating
outside and proceeded onward to tolerating a wide assortment of indulgences from world-
over. Progression of the Indian economy in the mid 1990s and the subsequent entry of new
players set a significant change in ways of life and the food tastes of Indians. Fast food is one
which picked up acknowledgment of Indian sense of taste after the worldwide fast food
players adjusted the essential Indian food prerequisites viz. vegan dinners choices barring
meat and pork absolutely from their menu (Charlebois and et. al.,2016). Multinational cheap
food outlets at first confronted fights and rejection from Indian buyers. This was because of
essential recognition that these inexpensive food players serve just chicken and don't serve
veggie lover suppers.
According to the opinion analysis of Chris Cattini, (2017), India is termed as one of
the key markets poised for the future development, therefore, if the country has rapid on its
current growth rate than sonly it becomes the 5th largest economy by the year of 2020. Indians
mainly spend a high quantity of their earning on food and groceries as compared to buyers in
other region, and food consumption and demand are expected to develop significantly over
the next few years. Food is already the largest retail consumption category in India.
Therefore, the Indian consumer are mainly categorised by a large urban mass, in which both
graduates and blue collar workers are involved, thus, the country has one of the youngest
populations in the gloe and more than 50% of the consumer base is less than 30 years old.
However, people in this age group are concern over consuming highly tasted food which is
cooked by effective and spicy ingredients. Thus, people from this age group are engaged in
their daily activities and prefer to ear outsider food with effective taste and quality.
Moreover, Indians are preferring food according to their culture and thinks that the
fast food is expensive and are not providing health benefits in terms of rendering them quality

of life. Today, quick food industry is getting adjusted to Indian food necessities and is
developing in India. It is gaining acknowledgment fundamentally from Indian youth and
more youthful ages and is becoming part of life. Keeping in see the Indian propensities and
changing preferences towards food utilization, this investigation has its concentration to
comprehend the elements affecting the impression of Indian youth, in the age gathering of
20-30 years, towards utilization of fast food just as towards settling on decision of
inexpensive food outlets (Bearth, Cousin and Siegrist, 2014).
As per the views expressed by Madhurima Bhatia, (2019), The Indian still consider to
avoid the ready to make food as they considered them as a damaged or spoiled food. They
generally prefer less to buy these kinds of food habits. As in the case with Burger King, the
company research about the Indian market food habits and quality of food which they like,
from the research which they conducted they found that the in non veg the Indian people only
prefers to eat chicken. They avoid eating the beef meat as they consider the cow as their holy
animal. The company analyzing this avoids selling the cow beef burgers in Indian market.
The company to play safer side by analyzing the true taste of Indian. They analyze that the
Indian market eats spicy food, by taking this under consideration, the company has set the
taste of their normal burger quite spicy which is generally get liked by the Indian market.
Today also Indian people prefer to consume the organic and natural food. Consumption of
fresh, organic and natural food habits was an ancient activity in Indian People which they still
continue to follow (Chen, 2014). Still in India, people prefer to avoid the non vegetarian food
as much as possible. The food quality or the food which Indian’s prefer to eat is very much
different from the other countries. Indian food includes vegetable with capatti which
something is not a culture in any other country. There are many other food habits which is
only been followed by Indians that they believe in cooking the food by themselves every day,
unlike other countries who prepares the food in advance for a week and put them in
refrigerators. This culture is not to be found in Indian people, they believe in preparing the
food and eats it freshly.
It is totally proven and quite easily observable that the perception of Indian people with
regard to food quality and taste is still different from all the other countries. That’s why the
foreign company’s which deals with food industry first research hard about the taste and
preferences about the country and tries to eliminate those food products which are not
entertained by the country people (Haque and et. al., 2015). These companies also try to bring
up the food quality which is in demand by the people.

Critically evaluate the tourist perception of food quality
According to Prakash, 2013. The perception which these tourist people have with
Indian food is very much different. As the Indian people have the taste in which they consider
the spicy food. Indian people generally take the food dishes which are less spicy as a taste
less dish. The tourist people have the perception of Indian food as spicy and unsuitable for
their palates. And other issues which they have with food quality are its hygiene and safety.
The tourist people thinks that the food which is been offered by the small road site people
selling food at their stalls are totally unsafe to eat and also is not hygiene. The foreign people
has the habit to eat the food which contains the less spice, that’s why when these people
travelers to India face quite a problem with Indian food. The tourist people also considered
Indian food as unsafe and not hygiene and that’s the main reason why they avoid eating eat
from any lay shop. It has been observed and monitored from the behaviour and feedbacks of
the tourist people only.
According to the views expressed by Ruth Dsouza Prabhu, (2018), India i defined as
the major tourist attraction place and there is a position interconnection among the tourism
and the food, therefore, India is hard-hitting to enclose. mainly when it comes to food. Thus,
the food of Indian culture is break in state wide, thus this is effecaious in providing
descriptive overview regarding the food culture. The study stated that, different regions and
communities which inhabit these regions and interpretations of local dishes that change every
100 kilometres; and an individual have a complex, dynamic menu that makes the thrill of
discovery, for even the most non-experimental diner, intense. Therefore, the tourists are
attracted towards the variety of food and they are vising different regions of India for the sack
of experiencing variety of tasty food with effective ingredients taste and quality.
From the objectives presented above, within analysing the views of Sherry Abraham
and R. K. Kannan, (2015), it has been evaluated that, the perception of Indian people for food
quality and the perception of tourist people with regard to Indian food quality. The source of
the information which is taken by the researcher is totally secondary. The report says that the
tourist people consider the Indian food as very much spicy and unsuitable for their palates.
They also consider it as unsafe and not hygiene. Whereas according to some research Indian
people still don’t consider to use ready to make food in their food habits. And the food
quality, habits and behaviour of Indian people towards food is very much different from other
foreign people.

Conceptual framework regarding the supply chain management in the context of
managing good food quality.
Figure 1: Conceptual framework of the Food management
From the above mentioned conceptual framework, it has been shown information
regarding the Indian and foreign customer’s perception about the Indian foods. The
companies used this framework to monitor or plan for the food quality they offer to their
target market. They try to get the Strategic Alliance with other company which is already
well established and famous in their field of work. Then the company majorly focus upon
their targeted customers where they access the needs and wants of them. In that market
research process, the company collects the important information and data which helps it in
gaining the deep insights of the market. Also the company tries to gain the trust and
commitment of the customers. They do so through providing the quality products as they
have promised to their customers. They also fulfil their mission and vision which they have
Indian presented to their targeted market. Therefore, this aspect is imperative in the context of
this project as it helps in exploring individual recognition in relation to use supply chain
effectively and manage quality of food effectively.
RESEARCH METHODOLOGY
Research methodology is particular process or technique which utilise for identifying,
selection, process as well as analyse information related to specific topic. In addition to this,

within research paper methodology section allow reader to critically evaluate study as well as
its overall validity and reliability(Ørngreen and Levinsen, 2017). In simple term it can be said
that, methodology is systematic, theoretical analysis of methods which are applied or
implement to particular field of study. Moreover, it comprises theoretical analysis of the body
of methods as well as principles which are related with the branch of knowledge. Generally,
it encompasses concepts like theoretical models, phases, qualitative or quantitative techniques
and many more. For conducting this research methodology section research onion will use by
investigator. It was developed by Saunders in 2007 for better elaboration of stages by that
researcher will get pass while developing effective methodology. In simple term research
onion is generally an extension of research methods tree. Explanation of research
methodology in relation of respective research for Burger King are as follows :-
Research philosophy
Research philosophy is related to set of beliefs which are concerned with the nature of
reality being investigated. The research philosophy is encompasses over 3 aspects i.e.
Positivism, Interpretivism and realism, therefore the explanation of these are as follows :-
 Positivism research philosophy – It is related to quantitative method such as social
survey, structured questionnaires as well as official statistics because these have good
reliability and representativeness. In addition to this, positivists see society as shaping
individual and believe that social facts shape individual actions. Interpretivism research philosophy - An Interpretivist approach to social research
would be much more qualitative, using methods such as unstructured interviews or
participant observation. In addition to this, Interpretivists, or anti-positivists argue that
individuals are not just puppets who react to external social forces as Positivists
believe. Realism research Philosophy: This mainly relies over the knowledge of
independence of reality through the human mind. Therefore, the philosophy is mainly
encompasses over the assumption of a scientific approach to the development of
knowledge. Furthermore, direct realism portrays the world via individuall human
senses.
Main reason behind using positivism research philosophy is it will help researcher in
collecting and analysing of quantitative data within minimum time period. Main reason

behind selection of positivism research philosophy is it not takes maximum time and help
investigator in getting of quantitative outcomes successfully.
Research Strategy
Research strategy is that how investigator intends to carry out the work as well as it
include numerous different approaches like experimental research, case study research, action
research, interviews, survey as well as systematic literature review. The strategy of research
are associated as under, as this section is imperative in providing appropriate direction to
assist the entire work in right manner.
Survey: This recognised as one of the finest and economical research strategy which can
applied by the investigator to gather valid or reliable information. Therefore, Surveys tend to
be implement in quantitative research projects, and includes sampling a representative
proportion of the population.
Case Study: This defined as the strategy which is concerned over one or more individual or a
single area. Thus, this can offer an insight into the specific nature of any example, and can
establish the significance of culture and context in differences between cases. This tool is
mainly implementing for financial investigations.
Experimental: This investigation mainly defined to the strategy of developing an
investigation process which determined the outcome of an experiment in against to the
expected outcome. Therefore, it can mainly be implemented all areas of investigation, and
usually includes the consideration of a relatively limited number of factors.
Therefore, all these are major research strategies that will be essential in collecting of
any type of data for any study. According to the present study, survey is a more effective and
useful research strategy that will be applied for collecting quantitative and primary
information about the topic. Questionnaire will be used as a part of survey because it not
takes maximum time and helps in getting of quantitative outputs successfully.
Choices
This aspect of investigation methodology will include mono methods, mixed method
as well as multi-method which utilise for gathering research. As it is important to select
suitable approach for gathering information and data by research because it will impact
overall research. Thus, mono research method says that only one single approach has to be

use by investigator for collecting information related to research topic (Page and et. al., 2017).
Whereas, in mixed research method twBearth, A., Cousin, M .E. and Siegrist, M., 2014o or
more methods will utilise for gathering data or information in effective manner these are
generally related to both qualitative as well as quantitative methodology. In addition to this,
multi-method wide research method will be used. Apart from this main difference within
mixed and multi-method is that mixed method includes combination of methodology which
result in creating single dataset. Along with this, multi-method approach is where research is
classified within separate segments in which each produce particular dataset. There are
mainly two type of research and the explanation of these are as follows :-
 Quantitative research strategy – In this research strategy data produced is always in
always numerical as well as analysed by using mathematical and statistical methods.
If no number involved within data then it will not quantitative research. There are
several methods of gathering quantitative data some of them are surveys,
observations, company accounts and many more.
 Qualitative research strategy –It don’t include any number or numerical data as it
often include words or language. But also utilise picture, photographs, observation
and many more in data.
Within an investigation, quantitative research choice will be applied because it facilitates
investigator in gathering of numerical and valid information about the topic. Another reason
for using quantitative research choice as it will help researcher in gathering of primary
information from questionnaire as a part of survey.
Time horizon
Time horizon refers to the time which has been taken by the research to get complete.
Before starting out the research or forming the objectives the researchers also forms or make
a frame about how he will going to make this research. In this all the activities which he is
going to undertake into research is mentioned and arranged in chronological order under
which these activities have to taken place. The time which is involved in performing these
activities are also stated into time horizon and according to this the researcher takes out the
total time which he might be needing to complete this whole process of research making.
Here the researcher maintains the following before starting of his research project: