a survey on sausage hotdogs in ahmedabad

8/9/2019 a survey on sausage hotdogs in ahmedabad

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A survey to estimate the market potential of all American (sausage) hot dogs

Maulik 11368


2/22

ACKNOWLEDGEMENT

First we would like to thank all our respondents for taking out time from their hectic schedules

for filling up our uestionnaire! which proved to "e the most valua"le input to our research# $e

would like to give my sincere gratitude to all of them without whom this research would have "eenincomplete#

$e would like to take this opportunity to e%press our profound gratitude and deep regard to our

guide Mr# &ipak 'adiya for their e%emplary guidance throughout this proect# heir valua"le

suggestions were of immense help throughout this proect#

A"ove all! utmost appreciation the almighty and our parents for their divine intervention in this

academic endeavor#


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EXECUTIVE SUMMARY

'ot dog is adapted as fast food in *ndia alongside "urgers and +i,,as# 'ot dogs are generally not

in the priority list of *ndians as compared to "urgers or pi,,as# 'owever the hot dog industry seen a

significant growth! thanks to changing lifestyles of *ndian youth# 'ot dog stalls can "e found inmalls and "usy shopping streets throughout the country#

-till! the "asic way of eating hot dogs i#e# with a sausage as a primary ingredient is yet to make a

significance in *ndian fast food scenario# Most of the hot dogs are found to "e selling only *ndian

flavoured aloo tikki.cutlet "ased hot dogs# he "asic reason can "e attri"uted to a "elief that

sausages are "eing made of either "eef or pork# /oth of which are "eing prohi"ited in *ndian

households# 'owever! sausage "ased hot dog industry is a slow "ut steady pace in *ndian metros#

Ahmeda"ad! 0uarats largest city and one of the largest metros of *ndia! is no isolated to

western cuisines# Amdavadis! as the people of Ahmeda"ad are known have a peculiar taste in food#

he survey is intended to measure the market potential of sausage "ased hot dogs in Ahmeda"ad

region#


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BACKGROUND

'otdogs (or frankfurters) are a common fast food in west# *n *ndia it is on par with "urgers and

pi,,as# 'owever it is not in their priority list# An average American eats around 6282 hotdogs a

year! while it is not even a fraction in *ndia# -till the hot dog industry has a significant growth in

past decade#

he most common form of hot dogs in *ndia is traditional aloo tikki.cutlet "ased hot dogs# 'ot

dogs can now "e found on most of the fast food outlets! shopping malls! as a street food in almost

all metros and tier two cities as well as in small towns#

'owever the "asic form of hot dogs i#e# sausage "ased hot dogs is yet to make a significance in

*ndian fast food industry# *ts only in metros and famous tourist destinations such as 4erala and

0oa#

he "asic reason "ehind this can "e attri"uted to the mentality that sausages are generally made

of "eef or pork! "oth of which are prohi"ited in most of *ndian households due to religious "eliefs#

'owever sausages made of chicken or mutton and vegetarian sausages made of corn or soy are

launched "y various retailers in order to woo *ndian audiences#

-ausage "ased hot dogs were first started in *ndia "y 0urgaon "ased -imona foods under the

"rand name 'og dog# 'og dog now has around 122 outlets throughout *ndia# Following the

footsteps of -imona foods! many chains have come up selling sausage "ased hot dogs in *ndia

including famous 5orth*ndian chain 5irulas#

*n Ahmeda"ad! the sausage "ased hot dogs were first started in the canteen of famous multiple%!

inepolis! Alpha one 7astrapur# oday many fine dining restaurants throughout the city have

included sausage "ased hot dogs in their menu# 'owever! compared to other metros like &elhi or

Mum"ai! the trend of sausage "ased hot dogs is yet to take pace in Ahmeda"ad# his reasons can "e

the vegetarian culture of 0uarat as well as prohi"itions "y various religious sects such as

-waminarayan# Although with the change in lifestyle and consumer preferences of citys youth!

sausage hot dog has potential of "ecoming an ideal meal for todays noncum"ersome and uick

"ite lifestyle#


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SECONDARY DATA

'ot dogs has a low market share in fast food sector of *ndia compared to "urgers and pi,,as#

*ndias fast food market is estimated at around 122 "illion and is e%pected to rise to 9:2 "illion

"y 9292# he maor players in fast food segment are Mc donalds! +i,,a hut! &ominos! 4F etc#

$hile the maor players speciali,ed in hot dog industry are 5irulas! -imona foods and /urgerman#

onsumer surveys on hot dogs are freuent in ;-A to measure annual consumption! consumer

preferences! consumption "y region etc# *n 9213! people of ;-A spent almost < "illion on hot

dogs# Maority of surveys are conducted "y 5ational hot dog and sausage council (5'&-)# he

maor source of data is hot dog vendors from the streets#

A survey was conducted "y 5ational hot dog and sausage council to find out the most favorite

sausage flavor among Americans# orn "ased sausages topped the list while 5ew =ork "ased hot

dogs are favorite category of hot dogs among the respondents#

he survey was conducted "y organi,ation 'arris poll on the "ehalf of 5'&- online# he

resuls were "ased on a total of 9132 responses that were received# he survey was not "ased on

pro"a"ility sampling and hence no estimate of theoretical sampling error can "e calculated#


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RESEARCH DESIGN

Objective:

A) !i"#!$ Objective:o determine the market potential of All American (or sausage "ased) hot dogs in

Ahmeda"ad region#

B) Sec%&'#!$ %bjective(:

a) o determine demographical factors affecting hot dog preferences of consumers") o determine the flavor preferences of hot dogs among the consumers#

D#t# c%ecti%& "et*%':

>nline ?uestionnaire to "e filled up "y respondents

S#"+i&, +#&:

#) %+-#ti%&:

ity of Ahmeda"ad

b) S#"+e (i.e:Around 922 respondents

c) De"%,!#+*ic (e,"e&t(:

Age! occupation! gender

') S#"+i&, "et*%':

onvenience sampling

e) A$(i&, tec*&i/-e(:

0raphical method and chi suare analysis

RESONDENTS RO0ILE


8/22

Ge&'e! T%t# !e(+%&'e&t(

"#e 111

1e"#e 8@

T%t# 922

male female Total

0

50

100

150

200

250

Total respondents

Total respondents

0

50

100

150

200

250

Total respondents

Total respondents

Occ-+#ti%& T%t# !e(+%&'e&t(

St-'e&t( 1:ut of 922 respondents 12< have heard a"out sausage "ased hot dogs#

3) 8 out of 922 respondents dont like hot dogs# Following are the two primary reasonsa) &ont like the taste") Geligion

:) >ut of :8 people who have tried sausage hot dogs at least once! 31 preferred it over

traditional *ndian style hot dog

ut of 113 people who likes hot dog! :1 prefer it to "e non veg! while :@ prefer it to "e veg!

while the remaining like them "oth#

) >ut of :8 people who tried sausage hot! dogs! following are their sausage preferencesC

ype of sausage 5o of people who preferred it

orn (veg) 91-oy (veg) 1@

hicken

a survey on sausage hotdogs in ahmedabad

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