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Public Administration of USA

History of Public Administration

The emergence of administration in America were designed in a similar pattern to that of Britain. United States derived its institution of administration from Great Britain. The local governments in the United States were structured in pattern, which resembled more or less like the seventeenth century English model. The administration at that time was decentralised, squirearchy dominated and self-governmental. This is why the system was ready to adapt to the then economic and social situation of the new world. Until this date the administrative structure of the United States are greatly influenced by the English model (Dunleavy, 2014). The role of administration in case of a modern state in widely influenced by the political and the cultural environment which prevails and it is very evident in the way public administration has been designed. The school of philosophies like Laissez faire, which existed at the time administration was designed, was of the opinion that the restriction of the activities of the state were to be minimised (Waldo, 2017). The external protection and police was reduced to such an extent that the administration was restricted in scope and the operations were very feeble. Bureaucracy was considered to be the imminent danger and officialdom the ultimate evil. The government, which were able to deny the wishes of the public within large limits (Goodnow, 2017). Sometimes the government did not even arranged for any program, which could create any social development rather contributed to the notion of the argument which revolved around the non-intervention by the state (Nabatchi, 2010). The contemporary writers or researchers never presented the administration as a branch of science. In the present century, the interest in creating a systematic knowledge on this subject has been initiated. There existed controversies among the political writers regarding issues like nature of the state, dominative prerogative, popular power and many others. The main question, which arose from these controversies, were how should law be administrated with the help of equity, enlightenment and speed (Dahl, 2018). There were various significances in case of the twentieth century public administration. The public expenditure at that time was rapidly increasing, the revenue raised for municipal, national purposes and state amounted to $2,131,402,000 in the year 1922 where as in 1912 it was $ 6,346,332,000. The increase in percentage was accounted to be 198%. The other economic indicators such as per capital revenue, total net expenditure by the federal government etc. reached its peak within the year of 1920-22. There were huge differences between the administrative methods of the democratic and the autocratic government. There were various methods of administration, which were employed in the hostile nations for controlling the supply of food and furnish the illustration of both the democratic d autocratic approach to a particular issue (Shafritz et al., 2016).

American Bureaucracy

An organised structure of the public sector comprises of properly defined patterns or activities in which each series of action is functionally associated with the purpose of the organisation. In a bureaucratic structure, the series of offices are integrated in which several privileges and obligations are closely defined with the help of specific rules. The power off control in such systems are vested upon the authority, which has the controlling power over the entire system (Stinchcombe, 2017).  The authority is the power of control, which is derived from an acknowledged status which inheres in the offices and not in the particular person who is given the designation. The ideal and perfect type of such formal organisation in the bureaucracy. In bureaucracy, there exists a clear cult distinction of the integrated activities, which are considered to be the activities inherent in the office. The system of controls, which are practises in the Bureaucratic structure often, exhibit differentiated control and sanctions, which are clearly stated in the regulation itself (Weber, 2015). The assignment of roles in the bureaucratic structure are done on the basis of the technical potential and qualification and are achieved through impersonal and  formal procedures. In the hierarchical arrangement of the authorities the activities of the experts are governed purely on the basis of the generalised abstracts and refers to rules which include the need for the issue of specific instruction subjected to each of the particular case.

Bureaucracy is a mechanism of a secondary group, which is specifically designed to function in some specific activities (Weaver & Rockman, 2010). Without the bureaucracy functioning well these activities could not have been performed satisfactorily just only relying upon the primary group criterion. The bureaucrats are place in high positions in the bureaucratic structure. Irrespective of the bureaucrats position in the hierarchy he acts and behaves as a representative of prestige and power on behalf of entire structure of bureaucracy. There are various roles, which is vested upon the bureaucrats due to his official role. His designation provides him with certain authorities, which may create a dominating attitude in him and may result as an exaggeration of the discrepancies, which exists between his designation within the hierarchy and that of the public (West, 2016). The bureaucracy can be defined as the secondary formal group where the normal responses are associated within a network of social expectation, which are primarily supported or assisted by the right attitude of the member of the group. Sometimes the groups of members. The group formed under the system of American bureaucracy is oriented mostly towards the secondary norms but if there arises any cases of failure to conform to these norms there is a chance that antagonism may arise from those people who have identified themselves as a legit imitate of the group will give rise to antagonism. The widespread disapproval have taken place in cases where there was substitution of personals for impersonal treatments. This system within the  structure has faced widespread disapprovals and are featured with many loopholes or ethical concerns such as nepotism, favouritism, apple- polishing etc. these sort of ‘ automatic resentments’ are clearly evident form the  conditions and requirements of the bureaucratic structure.

Bureaucracy is certainly a mechanism of the secondary group and the certain activities which are which are specific to it cannot be performed at all based on the criterions of the primary group. The particular behaviour, which runs counter to this, is the emotionalised disapproval. The emotionalised disapproval is constituted by the functionally important set up of defence, which have the capability of jeopardising the performance of activities, which are socially desirable. These are generally viewed as the perception of the individuals on the and the immediate response, which comes as an immediate response against those persons who are not complying with the rules of the system. These reactions serves mainly the purpose of maintaining a balance between the significant and essential structural elements of the bureaucracy, which assures the need for firming the secondary, formalised relations which can benefit in preventing the disintegration of the bureaucratic structure. The conflict between the bureaucratic clients often emerges from the interaction on impersonal terms in cases where personal treatment is the demand.

Public Administration, Its Goals and Practicability

The public administration is gradually becoming the core of the problem arising in the modern governmental structure. The legislative body was designed to deal with the governments major issues of areas of difficulties, which was concerned with judgement on the political ethics. Public administration is defined to be the management of material and men in accomplishing the purpose of the nation (Forrer et al., 2010).  Public administration in academics is defined as the implementation of the policies of the government. It is the action, which is undertaken by the state purposely to determine the actions, which are necessary in pursuit of a purpose. It incorporates a systematic order of affairs and use of appropriate resources. The excellence in all the dimension of a country can be achieved only if the public administration functions efficiently. The international competition, which exists in the field of trade and industry, can function well in the presence of such system and this is applicable to every facet of the economy. The citizens of a nation always deserves an administrative system, which maintains honesty and efficiency.

There are in general four pillars of public administration, namely economy, effectiveness, efficiency and equity (Forrer et al., 2010). Efficiency, equality and equality are not only important in case of delivering the right service or decision-making but they are equally significant in running a successful public service administration (Riccucci, 2018). Attaining the three goals are not always possible in all the aspects associated with public administration but they are certainly realistic goals. The problems of efficiency are considered to be the main concern at the present context. The governmental control over all sorts of important interests has given rise to a situation where productivity of the highest degree is no longer effective.  These three parameters though are required in every aspect but there role in each of the cases vary from the other parameter and cannot work together at a consistent rate (Bryson, Crosby & Bloomberg, 2014).  To benefit the provision of the public goods they often conflict with each other, this creates a pressure on the policy maker, and the administrator on deciding which factor should be given the most preference (Frederickson et al., 2015).

The public administration because of the conflict between these three parameters are often not able achieve its true potentials even if honesty is maintained throughout the process. The role of administration in the present scenario is greatly affected politics and cultural environment, which prevents in the nations and often create difficulties in the path of achieving the desired goals. In general, efficiency in the context of administration is often linked to productivity and achieve the highest quantity of public good produced with the use of available resources in the given time (Forrer et al., 2010). Effectiveness on the other hand is a very obvious thing to be achieved for attaining the desired goal. The last parameter of equity is the most complicated of all, as it refers to the fair and equitable management of all the institution present in the public administration. Maintain all these three is a difficult task for the public administrators and they need to be careful regarding which mix to use (Forrer et al., 2010).   Productivity, attaining desired goals and every operation related to public administrated are three main areas where the parameters are placed.

  References

Bryson, J. M., Crosby, B. C., & Bloomberg, L. (2014). Public value governance: Moving beyond traditional public administration and the new public management. Public Administration Review, 74(4), 445-456.

Dahl, R. A. (2018). The science of public administration: Three problems. In Democracy, bureaucracy, and the study of administration (pp. 60-76). Abingdon: Routledge.

Dunleavy, P. (2014). Democracy, bureaucracy and public choice: Economic approaches in political science. Abingdon: Routledge.

Forrer, J., Kee, J. E., Newcomer, K. E., & Boyer, E. (2010). Public–private partnerships and the public accountability question. Public Administration Review, 70(3), 475-484.

Frederickson, H. G., Smith, K. B., Larimer, C. W., & Licari, M. J. (2015). The public administration theory primer. Westview Press.

Goodnow, F. J. (2017). Politics and administration: A study in government. Abingdon: Routledge.

Nabatchi, T. (2010). Addressing the citizenship and democratic deficits: The potential of deliberative democracy for public administration. The American Review of Public Administration, 40(4), 376-399.

Riccucci, N. (2018). Managing Diversity In Public Sector Workforces: Essentials Of Public Policy And Administration Series. Abingdon: Routledge.

Shafritz, J. M., Borick, C., Russell, E. W., & Hyde, A. C. (2016). Introducing public administration. Abingdon:Routledge.

Stinchcombe, A. L. (2017). Merton’s theory of social structure. In The idea of social structure (pp. 11-33). Abingdon: Routledge.

Waldo, D. (2017). The administrative state: A study of the political theory of American public administration. Routledge.

Weaver, R. K., & Rockman, B. A. (Eds.). (2010). Do institutions matter?: government capabilities in the United States and abroad. London: Brookings Institution Press.

Weber, M. (2015). Bureaucracy. In Working in America (pp. 29-34). Abingdon: Routledge.

West, W. F. (2016). Controlling the Bureaucracy: Institutional Constraints in Theory and Practice: Institutional Constraints in Theory and Practice. Abingdon: Routledge.

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What Are the Factors Based on Which the Indian Take Away Consumption Marketplace Segmented in the UK?

Chapter 1 Introduction

1.1 Introduction

Market segmentation is referred to be the categorisation of a broad market structure whether consumer or business type into various sub groups of consumers (Wedel and Kamakura, 2012). This broad group usually consists of potential customers. This segmentation of consumers is done o the basis of some shared characteristics. The market researchers are the ones who categorise the consumers according to some common characteristics they possess (Menzly and Ozbas, 2010). The characteristics which act as the parameters for this sort of segmentation are mostly common mindset or interest, similarity in lifestyle, or demographic profiles which are alike (Weinstein, 2013). The main objective of segmentation is to figure out the high yielding segments which are likely to generate profit or have the potential to grow (Häusermann and Schwander, 2012). These segments of market need special attention and which is why they become the target markets. This research is undertaken for the purpose of understanding the segmentation that is done in the UK food market.  This research takes into account all the factors which are responsible for the classification of India takeaway consumption in UK food industry.

The UK market for food is of heterogeneous nature. It is not perfectly a homogeneous market as the nation is itself inhabited with people coming from different parts of the world. The population of UK is a mixture of people coming across the globe and the culture also reflects the ethnicity of the population. The food and drink industry of UK is one of the highest grossing and fastest growing sector in the economy. It is not only a high yielding industry but it also accounts for creating employment for a large share of the country’s population as well. The industry forms a distinct percentage of the GDP and is expanding at a rapid rate. The paper would deal with a specific categorisation of the food industry of UK that is the Indian takeaway consumption. The Indian takeaway consumption in UK market and its significance would be a matter of discussion here along with the factors which are responsible for the classification of market segmentation in this particular market.

1.2 Background of the research

The UK food market is an ideal place where there has been an assimilation of different cultures and ethnicities. Indian cuisines have gained popularity in UK for quite some time now. The Indian takeaway consumption is important for the revenue generation of the UK food market and this is why the marketers have prepared the market segmentation strategy for gaining more revenue.

1.2.1 Market Segmentation. Market segmentation is considered to be one of the most useful tools which are used by the marketers to cater to their targeted groups (Cleveland, Papadopoulos and Laroche, 2011). It is considered to be an easy way out in personalising the marketing campaigns that are arranged by them. Not only does the market segmentation helps in transforming and giving the campaigns a personalised tough but it also helps in emphasizing on what is necessary, to create a group with similar type of consumers or to target a specified group of audience in a cost-efficient way. Market segmentation is not a new method introduced by the marketers rather it is been used by them for over a century now. Now the most important thing to be defined in this topic is what exactly market segmentation is. Market segmentation is the process by which the potential customer base is divided into separate groups or segments on the pretext of certain feature or characteristics. The member of a specific group is known to have similar characteristics and is supposed to have at least one feature common with others (Dibb, 2010). The members of one group are supposed to be different from the member of the other group. The primary reason for creating this sort of segmentation is the ease for targeting a specific group but this jut gives an overview of the objective. There are many underlying reasons behind the market segmentation.  The creation of market segments helps in forming custom marketing mix for each of the target groups and caters them on that basis. The market segmentation was first conceptualised by Wendell R. Smith who first wrote article on this topic after observing many of the market segmentations that take place in market set ups.  The market segmentation is the present-day contexts exists in general to solve one specific problem of the marketers which is considered to be a major one, it is related to conversion. More of conversion can be made possible with the help of marketing campaigns which are personalised in nature. More conversion becomes easier with the help of personalised marketing campaigns which becomes possible with the help of market segmentation. After market segmentation is done it becomes easier to draft better products and make strategic communication (Agarwal, Malhotra, and Bolton, 2010).

1.2.2 UK Food Market. The food and drink sector industry in UK is known to be largest manufacturing sector of the nation contributing around 28 billion euro in the economy on an annual basis (Sims, 2010).  The industry is found to be very important in maintain the income and prosperity of the wider economy of United Kingdom. The UK sector for food and drinks has earned global recognition in terms of innovation, quality and provenance. There are three areas of this sector which are considered to be most important, they are trade, skill and innovation. The government of the nation invents heavily on the nation invests heavily on this sector as it is known to an increasing return to scale. There is untapped potentiality for growth in this industry which makes it a matter of interest for the investors. The food and drink industry are hoped to be an engine for bringing economic growth in the nation (Whitton et al, 2011). There exists diversity in the type and nature of industries present in this sector. The nature of the different types of industry present in the sector itself becomes very evident from the mere overview.

There are many kinds of cuisines which are popular in UK because of the heterogeneous population that resides in the country and also because of their policy of colonisation which lasted for a long time. The various cuisines from across the world and also the European cuisine itself promotes to the growth of this industry to a large extent. The characteristics of the food and drink industry from the traditional days have been the low wage and the unskilled labourers. However, these characteristics have changed drastically with the advancement in time. These characteristics have been found to be misplaced and wrong with the help of further researches. The youths who are getting employed in this sector in the recent times are known to highly qualified and skilled. This indeed proves this sector to create chances for employment of the youths of the nation. Apart from these issues the diverse nature of the UK food industry has helped the people coming from different ethnicities and religion to settle in the country. Each of the cuisines present in the nation represents a certain ethnicity, religion or geographical region which is associated with it. All these factors are responsible for constituting the UK food industry as a whole.

1.2.3 Indian Takeaways. Takeaway consumption in UK has lately become a gastronomical adventure with drastic results. Curry houses are considered to be a part of the British institution. It is a very important part of the national fabric as well as of the local pub (Chhabra, Lee, Zhao, and Scott, 2013). Indians quite a large population have been living in UK for a very long time which is why there are more Indian restaurants found in streets of UK than in the capital of India itself. The Indian takeaway consumption industry is itself categorised under various categories depending upon the food they serve. They have originated from various regions of the India and constitutes as a broad category known as Indian food. The market for Indian food is available by sales through restaurants, through local pubs and restaurants. The survival of this Indian food takeaway is proved to be a blessing for the true Indian cuisine connoisseur (Leung, 2010). The Indian food industry in UK has recently undergone some major structural changes which have reshaped the food industry yet once again. There have been establishment of few big stalwart restaurants in the Indian food market of UK such as Zaika, Tamarind and the Cinnamon club which has increased the competition o the takeaway market as more and more people are shifting to the restaurant services. The takeaway consumption is not decreasing but the structural changes have slowed down the increment rate to a certain extent. The Indian takeaway consumption in UK has always experienced a steady rate o growth since inception as the not only the Indian but the original inhabitants of the nations are also found to have great interest in the Indian cuisines.

The background of this research is formed by the importance of this particular category in the food sector of the country. There have been found to be gradual growth in the Indian restaurant market since 1999. The Indian takeaway consumption is found to have a strong presence in the retail sector of this economy. There has been a dramatic change which took place in the food industry of UK which is known as the ‘consumption revolution’. After this revolution took place there has been fragmentation of demand which has been coupled with a concentration in the supply side of the market. The Indian food industry is considered to be one of the significant parts of the UK food market and takeaway consumption is very popular among the population. Therefore, understanding the functioning of the Indian takeaway consumption in the UK food market becomes necessary.

1.3 Research Rationale

The understanding of the market as a whole is very necessary for any marketer to promote a successful marketing strategy. The Indian takeaway consumption in the UK market holds great significance as mentioned earlier. There is a huge customer base for this category of market. It is therefore of high importance that the market is divided into target groups so that business can achieve easy success and great growth in the future ahead. There arise situations when due to a lack of proper segmentation and marketing strategy the industry or the related sector cannot achieve its true potentials. The whole sector lags behind because of the lack of proper information which is required to form an appropriate market segmentation strategy. The successful market segmentation helps in improvement of the range of products and also value addition of the food products which are already available. The research is conducted to determine the exact factors which are thought as the parameters in determining the segmentation in the Indian takeaway consumption in UK.  There can be a lot of characteristics depending on which the market is usually divided for target groups. The research tries to provide the insights to actual features based upon which the categorisation or the market segmentation is performed. The research if successfully finds out the actual way the market is segmented for Indian takeaway consumption in UK would certainly produces copes of further researches in this sector.

1.4 Research Aim

The research conducted here will focus on all the factors which are responsible for the segmentation in the Indian takeaway consumption in the UK food market. The research will try to identify the parameters that have been thought as important or significant important and significant while creating the market segmentation of this industry. The aim of the research is:

“To identify the determinants, based on which the UK market for Indian take away consumption is segmented.”

1.5 Research Objective

The research objectives are as follows

·         To analyse the factors which influence the consumer market of the Indian takeaway consumption

·         To deduce the inter-relationship between consumption habits and specialities that favour the Takeaway segment for the Indian food items in the UK

·         To investigate the market segmentation technique for the Indian takeaway consumption

1.6 Research Question

The research question here is

·         How is the market segmented for the Indian takeaway consumption in UK?

1.7 Hypothesis

 H1: Market segmentation of Indian food takeaway in the UK is significantly based on the consumption behaviour of the native Consumers

H0:  Market segmentation of Indian food takeaway in the UK is not significantly based on the consumption behaviour of the native Consumers  

   Chapter 2 Literature Review

2.1 Introduction

The food consumption habits vary from one person to another and is largely determined by a large number of factors such as cultural, economic and social aspects of consumers (Kim, Eves and Scarles (2009). The entire globe is witnessing a significant change in the consumption trends of people with a gradual shift from usage of basic staples to a diversified and new form of dietary options (Kearney, 2010). The changes in food patterns in global context has been witnessed mainly due to the increased preference towards culinary treats of foreign countries more (Angastinioti, Ford and Rainville, 2017). Furthermore, the with more and more people becoming busy with their daily work schedule, there has been an increased trend towards consumption of readymade take away food (Van der Horst, Brunner and Siegrist, 2011). The take way food market is known to have gained significant market prominence more in the busy lives of millennial generation (Janssen et al., 2018). In relation to consumption preference takeaway food marketplace, the following section has provided a detailed literature review on the market segmentation process followed in relation to identifying prospective customer segments.

2.2 Consumption and Consumer Behaviour

The two aspects of consumption and behavioural attributes of consumers are largely governed by a large number of external entities (Miura, Giskes and Turrell, 2012). The external factors are responsible for developing situations under which an individual is forced towards consumption of food (Thøgersen, 2017). In this regard, the origin of the food is considered to be an important aspect in relation to attracting a larger number of target people. According to Aertsens et al. (2009) consumption tends to highlight the instances under which an individual goes ahead with intaking food either due to the influence of hunger needs or fulfilment of his or her desire to taste international cuisine. The same viewpoint relating to consumption especially need satisfaction and accomplishment of individual desires has also been highlighted by Janssen et al. (2018). However, Ali and Abdullah (2017) has described consumption as the total amount of food an individual consumes to survive. This along with consumer behaviour plays a significant role in analysing the factors that are resistible for driving positive consumption attitude among the prospective segment. According to Solomon, Russell-Bennett and Previte(2012), consumer behaviour refers to attitude and behavioural perception that the individual holds in relation to selection of products or services and thus gradually proceed towards the dawn of progress. On the other hand, Mandel (2017) has described consumer behaviour as the buying pattern of individuals. Furthermore, the aspect of understanding the dynamics governing the concept of consumer behaviour helps in understanding the effectiveness of the product or service taken into consideration (Rana and Paul, 2017).

2.3 Factors Affecting Consumption Behaviour

The following section highlights the various factors that are considered to be primary in relation to determining the consumption behavioural patterns of prospective customer segment.

Cultural: Kim, Eves and Scarles (2009) has pointed out culture is considered to be the pioneer of the overall pervasive foundation that governs the choice, taste and preference of customers towards food. The consumers are known to have widely taken into consideration individual categories and rules in relation to individual cultures as well as subgroups (Asioli et al., 2017). According to Chang Kivela and Mak (2010), the ethnic groups formed with a particular group of people exhibiting similar cultural aspects are also responsible for determining what is good and what is bad as well as what needs to be consumed in relation to food items. Furthermore, the cultural aspects are also known to be responsible for influencing the perception, attitude and belief set of consumers towards food consumption (Yeo, Goh and rezaei, 2017). Each of these factors that drives the individuals are known to have caused psychological influence in relation to making proper food choices.  On the other hand, Mandel et al. (2017) has pointed out that the cultural factor is also known to have depicted significant amount of influence on the amount of food to be consumed, the type as well as various combinations available in the context of modern day. Similarly, Mak, Lumbersand Eves (2012) has identified the cultural influence to be highly significant in relation to influencing the consumption behavioural attributes of consumers.

Social: Social factor is a notable aspect to be taken into consideration in relation to identification of factors influencing consumption pattern. According to Kim, Eves and Scarles (2009), people usually get involve in consuming food in the presence of another person. The influence of social facilitation effort is recognised towards contributing comparatively lower level of food consumption rates among individuals when they are alone. However, the tendency to consumer food increases as and when another person or a group of well-known people accompanies an individual (Boo, 2017). In the context of determining food consumption behavioural attributes of consumers, families and friends have been identified as major sources of influence in food consumption. On the other hand, Aertsens et al. (2009) has identified that the consumption rate of take away food items have found significant usage in relation to socialisation aspect that effectively comprises of family gatherings, hangout with people.

2.4 Food Consumption

The food consumption aspect of millennial generation can be largely identified with the help of the following two factors.

Economic: According to Mandel (2017), the cost of the food items is significant in relation to an individual’s perception relating to food selection.as well as final purchase. The relative spending capacity of an individual largely influences his or her food preferences and choices. The food consumption gradually proceeds towards sumptuous and tasty food items as the earning capacity of the individuals increase (Namin, 2017).

Psychological: The psychological factors that are considered responsible for influencing food habits comprises of age, gender, body metabolism rate, health factor and physical fitness and strength. Each of these factors are integral to the aspect of determining the type of food an individual should consume (Mak, Lumbers and Eves, 2012). The basic food cravings of an individual as influenced by psychological instinct primarily comprises of water (Kearney, 2010). However, the food consumption preference increases to other food items and when the individual gradually learns about them.

The food consumption patterns of customer segments vary considerably with a large number of socio-cultural, community influence as well as individual preferences and tastes (Bucher et al., 2016). Based on each of these influential aspects, the overall food consumption patterns are identified. According to Aertsens et al. (2009), food consumption habits of customers primarily highlights their individual, choice, preference, taste and demand towards food. On successful accomplishment of the widespread demand and needs, the consumers go ahead further and thereby successfully take the leap forward to consumption. Bianchi and Mortimer (2015) has however provided a different viewpoint which states that the rapid influence of global food consumption habits is known to have the capability of influencing the people’s demand towards consuming international cuisines.  

2.5 Indian Cuisine

Chhabra et al. (2013) has identified that Indian cuisine has gained rapid prominence in the international marketplace with high degree of consumption patterns being exhibited in countries outside India.

The Indian food industry is gaining rapid prominence in the global marketplace with an increased preference towards its consumption being witnessed among a larger segment of prospective customer segments (Tait et al., 2016). One of the primary reasons identified in relation to global consumption of Indian food items are mainly due to the rapid advent of globalisation as well as presence of Indian people at each and every corner of the globe (Chhabra et al., 2013). The Indian food items are being considered as the country’s soft power in relation to taking charge of the entire globe. According to Jain and Bagler (2015) the taste, aroma and exquisite culinary range offered by India has been highly appreciated by the foreigners and thereby resulted in its consumption level significantly. On the other hand, Srivastava (2015) has highlighted that the high degree of diversity existing in the number of food items available within the scope of Indian culinary retreats has been furthered considered to be a primary contributor to the enhancement of its consumption rate among the foreign nationals. Presently, the Indian food items span over a total global population of nearly 30 million, belonging from different cultural backgrounds and ethnicity (The Hindu, 2018).

The success of food consumption marketplace in relation to any particular cuisine is largely influenced by the media and advertising influence significantly (Boyland, Kavanagh-Safran and Halford, 2015). This is mainly due to the fact that media channels have the power to persuade people towards exhibiting positive food consumption habits. In this regard, the success of Indian food consumption may be considered to be largely influenced under the dominance of media channel and advertising portals (Chhabra et al., 2013). Palat (2015) has pointed out that how Indian regional food preference in international countries are enhanced in relation to its widespread availability in international destinations. On the other hand, Namin (2017) has stated that the availability of the food items in a wide range of locations both international and domestic are consider to be significant aspects to be taken in relation to analysing the concept of food consumption. The food consumption factor further tends to identify the community that largely ensures the availability of the products to be consumed by the prospective set of customers (Asioli et al., 2017).

2.6 Take Away Consumption

The take away food consumption market has been recognised as an eating joint that looks forward to offer a huge range of readily available items to the customers. It primarily comprises of fast food items that are usually prepared rapidly and served hot and fresh for consumption. According to (Miura, Giskes and Turrell, 2012), take away consumption highlights any food products that is readily available for faster consumption. The high degree of rapidness involved in the process has led to high degree of preference of take away food among millennial generation of the society (Adams et al., 2015). The millennial students extensively rely on take away consumption in relation to satisfying their needs and demands and food carvings. The take away food items are in high demand among the millennial generation of the society due to its easy availability and convenience in consumption (Boyland and Whalen, 2015). According to Patterson., Risby and Chan (2012), the millennial generation of the society exhibits high degree of take away consumption in comparison to older people. It is mainly due to the fact that take way consumption habits are considered to be symbolic aspects of depicting the lifestyle and identity of millennial people. On the other hand, Fraser et al. (2010) has identified that take away food consumption habits have been identified as depiction of an individual’s biological drive such as taste and preference in the realm of aggressive marketing initiative undertaken in relation to communicating about the offerings.

2.7 Market Segmentation

According to Wedel and Kamakura (2012), market segmentation is identified as a process that tends to divide the large marketplace into smaller subunits so as to simplify the process of identify the prospective target market. On the other hand, Sudhagar (2017) has pointed out that the segments usually identified in relation to the process are known to have displayed equal level of similarities and characteristics in relation to the product taken into consideration. Segmentation can of four types depending on the context in which is being applied, geographic, psychographic, behavioural and demographic (Davis et al., 2018). According to Martins et al. (2017), the segmentation comprises of four parts known as demographic, geographical, behavioural and psychographic.

Demographic: It comprises of segmenting a target population into smaller segments based on the factors such as age, family size, family background, gender, occupation, nationality, race and religion (Awolaja, 2017). The demographic market segmentation is of prime significance in helping organisations to identify accurate customers segments and thus develop products or services accordingly. It is the comparatively easy and convenient for an organisation to perform demographic segmentation since information relating to the demographic factors are easily available. Moreover, as highlighted by England (2017), it ensures generation of high degree of customer loyalty and trust towards a product or service being taken into consideration.

Geographic: The segmentation of individuals is entirely done on the basis of their geographical location, by taking into factors like city, region, country and province. This type of segmentation is largely applicable in situations that requires targeting customers residing within a specific geographic location (Eusébio et al., 2017). Organisations can largely take into consideration geographic segmentation when or the product or service being endorsed is associated with the ethnicity or cultural aspects of a particular region.

Behavioural: This type of segmentation tends to segment customers on the basis of their usage pattern, behaviour and attitude towards a product or service. In this regard, the marketers develop their promotional plan by studying the behavioural characteristics of customers (Boo, 2017). The notable factors that marketers considering in the due course of behavioural segmentation primarily comprises of buying pattern of customers, frequency of purchase and brand loyalty. In behavioural segmentation process, marketers preferably adhere their product and service offerings within the needs and demands of the customer segment taken into consideration (Sarvari, Ustundag and Takci, 2016). It plays a significant role in clubbing customers exhibiting similar preference in relation to product or service selection. Furthermore, the behavioural segmentation process can help organisations in segmenting employees on the basis of occasion, usage preference, and degree of loyalty as well as benefits being offered.

Psychographic: It tends to segment individuals based on their interests, activities, lifestyle and the opinion held in relation to a product or service. Psychographic segmentation is of prime significance in ensuring that the organisations are largely capable of matching the needs and demands of customers with that of the product or service being taken into consideration (Davis et al., 2018). In case of food industry, the psychographic segmentation plays a very important role as customers may differ significantly in relation to their eating habits and concern towards health (Eusébio et al., 2017). The advantages associated with psychographic segmentation can be largely exploited by breaking down a large marketplace into smaller segments comprising of interest and attitudes of the customer segments in relation to product or service being considered.

The following section provides an overview of the market segment identified in relation to the literature review analysis taken into consideration. The food segmentation market has been largely classified into prospective customer segments, such as price, cuisine, location as well as type of food item being taken into consideration for the purpose of sale.

2.8 Food Segmentation Market

The segmentation process is of prime significance in relation to a food manufacturing organisation since it tends to ensure that the identified customer segments are being able to successfully meet their needs and demands with high degree of effectiveness. According to Henriques, King and Meiselman (2009), food segmentation market strategy is primarily responsible for developing a prospective opportunity in targeting the right set of customers with the correct offerings. In relation to this, Boncinelli et al (2017), has highlighted that the food segmentation market is highly characterized by factors such as price, types of cuisine, location and the availability of various product lines be offered.

Price: The ability of the customers to pay for the products are largely used for the purpose of segmenting them into prospective segments (Asioli et al., 2017). According to Ching, song and Lee (2017), there are various price ranges established so as to ensure that it effectively suites the budget of maximum number of prospective customer segments. The food vendors usually follow the pricing standard for each of the individual product categories as per the industry standard format (De Maya, López-López and Munuera, 2011). In such a scenario, there can be one segment of customer who perceives the effectiveness of the food item against the service product served. On the other hand, Aschemann-Witzel (2017) has stated that there exists another set of customers who exhibits high degree of effectiveness in spending an ample amount of money without any questioning. All they need is to experience high degree of quality satisfaction from the product thus offered to them.

Location: The process of segmentation on the basis of location is of prime significance on the part of the food service providers to make themselves easy targets of smaller regional customer segments with high degree of effectiveness (De Maya, López-López and Munuera, 2011). According to Asioli et al. (2017), location focussed segmentation provides an effective coordination among the regional preferences of the employees along with the concerns associated with distributing the food items to them without getting involved in any form of uncertainty.  On the other hand,Cleveland, Papadopoulos and Laroche (2011), has stated that the location if the food availability is of prime significance in satisfying the taste buds of a particular region only.

Type of Cuisine: The segmentation strategy based on the type of cuisine has been identified as one of the most significant form of positioning in front of the target customer segment (Jang and Kim, 2015). According to Cleveland, Papadopoulos and Laroche (2011), it is of prime significance since restaurant service providers tends to highlight a particular genre or cuisine and thereby stresses relevant importance on that particular type of food to attract as many customers as possible. Cuisine based food segmentation tends to ensure that the right type of target segment is identified by the service providers in relation to the food they are looking forward to serve for consumer consumption (Bianchi and Mortimer, 2015).

Product Lines: The food consumption marketplace can be segregated on the basis of type of product the service providers are aiming to distribute. In this regard, segmentation is usually done as full-service providers, take away, fast food and quick service segments (Kerameas et al., 2015). Customers segregated in accordance with product lines results in the restaurants to provide high degree of satisfaction in terms of food as well as distribution mode.

2.9 Take Away Segmentation

According to Crespi-Vallbona and Dimitrovski (2016) take away food customer segments are usually identified as customers who tends to consume food within the exterior remises of a restaurant or a food joint. It also takes into consideration that particular segment of the marketplace, wherein customers are provided with variants of prepared fast food items. This type of food items is usually available for the customers to purchase from road still food joints as well as dive in restaurants (AB Newswire, 2018). However, de Boer and Schösler (2016) has pointed out that the concept of take way food came into existence due to the widespread change in the lifestyle of the people as well as their eating habits. In this busy work life schedule, consumers have exhibited high degree of preference towards consuming take way food items so as to save time, which is considered to be significantly precious (Baselice et al., 2017). Therefore, the takeaway food consumption marketplace can be largely segmented using demographic and psychographic segmentation. The consumers are largely identified in relation to their lifestyle, day to day activity, food preference, values, attitudes and personality traits. Huang et al. (2015) has contradicted the viewpoints of others by stating that out of all the factors used for the purpose of segmentation, lifestyle occupies the prominent position in identifying prospective customer segments for take away food consumption.

According to De Maya, López-López and Munuera (2011), the take away food consumption marketplace can be segmented using a combination of social and demographic factors. The most important factors of demographic segmentation used in this regard comprises of earning capacity of individuals, gender and age (Awolaja, 2017). With the concept of segmentation based on age, the generational customer segments became widely known in take away food marketplace. Cleveland, Papadopoulos and Laroche (2011) has identified how segregation of customers on the basis of their birth year tends to identify the exact food choice and preference and thereby help the service providers to develop the food offerings accordingly. The birth year seems to be a crucial aspect in determining the changes in relation to lifestyle of people from different generations (Wahlen and Laamanen, 2015). On the other hand, Schnettler et al. (2008) has identified how geographical segmentation can be used for the purpose of identifying prospective customer segments for consumption of fast food items. A group of people living within a particular region tends to exhibit similar food needs, choices and demands. As a result, Verain, Sijtsema and Antonides (2016) has stated that Regional segmentation will thereby tend to help restaurants to set up a food joint that would further serve food items preferred by the immediate local residents.

2.10 Behavioural Attributes of Consumer

The behavioural attributes of consumers towards takeaway food consumption is largely determined by the present food trends prevailing in the marketplace (Ali and Abdullah (2017). However, with the widespread change in the food patterns of consumers a significant issue relating to health has become a major factor of consideration. On the other hand, Fortin, B. and Yazbeck (2015) has stated that the health issues have gained rapid prominence with the increased preference towards consumption of take away fast food items.

Trends: The take away food consumption trends are largely characterised by the increased aspect of socialisation among people of the present generation (Berton-Carabin and Schroën, 2015). People tends to consume take away food items as and when they hang up with friends. The meetings with friends always ends up with eating something, the majority of preference being lying with take away food items (Kearney, 2010). For instance, customers pick up the food from the restaurants and walk down the busy streets while conversing with their friends as well as consuming it (Boo, 2017). Biji et al. (2015) has however put forwarded a different point of view, which stated that the primary significance of take away food items lies in its easy to carry characteristics. In this regard, the excellent packaging system offered by the restaurant service providers seems to be extensively significant in increasing its demand in the present marketplace (AB Newswire, 2018). Furthermore, the take away food items have been identified to be well incorporated with the busy lifestyle of the present millennial generation, who are continuously running short of time (Zagorsky and Smith, 2017). In this case, take way food items tend to solve a lot of time that would have incurred in the due course of preparing followed by its consumption. Namin (2017) has pointed out that the market demand has been identified as the primary factor contributing to the development of significant take away fast food consumption trends in the present circumstantial situations.

Health Factor: The health issues seem to be an important factor in relation to the increased consumption of take away food. Fast food items generally comprise of the take away market segment and largely known for its hazardous health impacts (Nestle, 2013). According to Robertoet al., (2015) obesity is considered to be the primary health factor experienced among consumers of take away food. The high fat content and lack of proper nutrients in the fact food items although considered tasty and delicious by the customers, however results in bringing significant health hazards. The detrimental health impacts are widespread and comprises of hampering the overall functionalities of bodies (Juul and Hemmingsson, 2015). It is responsible for causing several cardiovascular and digestive issues which ultimately results in causing significant damage to the internal sensitive human organs (Kleter and Marvin, 2009). Sahoo et al. (2015) that the high sugar and fat content in the fast food items results in impacting the normal functional aspects of the organs, thereby causing significant distress to an individual in leading normal life. The article has also pointed out that high level of cholesterol results due to the increase in consumption of fast food take away items along with other skin diseases.

2.11 Conceptual Framework

The following section provides a conceptual framework of how the take away food consumption marketplace is likely to be segmented for Indian cuisine among the millennial generation of the society.

2.12 Conclusion

The above literature review highlighted in great detail how the food consumption aspect of an individual is determined and influenced by a large number of factors such as cultural and social aspects. In this regard, the process of segmentation has been identified to be very important in identifying the most prospective segments of target market.

   Chapter 3 Research Methodology

3.1 Introductions

The research methodology is initial step towards conducting a research in a proper manner and reaching the conclusion of the entire process (Leavy, 2014). The most important aspect while conducting a search are the philosophy which the researcher wants to follow and the theories which can help in defining the data collection procedures.

The methodology of any research process is considered to be one of the most significant parts of a research process. (Statpac, 2018). The definition of the research methodology marks its importance in the entire process of conducting a research, in general referred to be the process which is undertaken by the respective researcher for investigating and answering each of the questions (Mligo, 2016). The methods which are used for the interpretation and analysis of data are also very crucial. A lot of aspects need to be taken into consideration before selecting the research methodology (Leavy, 2014).

In order to achieve research objectives, the research may be carried out in various steps. Such as what research philosophy has to be followed by the researcher, what research strategy has to be employed and the research instruments to be used in order to carry out the research are defined. The researcher will do following in this chapter:

o   Discusses the research philosophy

o   Discusses the strategies used in research

o   Discusses about the research instruments used to achieve the objectives of the research.

In this following chapter, the research philosophies have been discussed and the reason for choosing particular philosophy is justified. Also, research designs and data collection method has been described and justification has been gives as to why a particular type is chosen.

Figure: Research Onion

(Source: Saunders, et al., 2015)

Figure 1 classifies the various steps that are related to the research methodology. Not all of them are necessary for this research but this figure gives an entire knowledge about the process.

3.2 Research Philosophy

Research philosophy is identified with the source and the exact sort of knowledge which can strengthen the base of research (Saunders, Lewis and Thornhill, 2016). The result or desired outcome of any research is thought to provide more exposure to the topic of research and add new information to what has already been established (Castonguay, Youn, Xiao, Muran and Barber, 2015). The concept of knowledge creation can be made profound with the help of research philosophy (Leavy, 2014). Research philosophy involves the idea of depicting a fraction of literature with the theories so as to postulate the contemporary beliefs which is already associated with ontology of the specified research area (Leavy, 2014). The research philosophy is classified into three basic areas which are named as axiology, epistemology and ontology (Mayoh and Onwuegbuzie, 2015).

3.2.1 Research philosophies: Positivist. Two main research philosophies entail interpretivist and positivity, each of these two philosophies entails important assumptions; the most suitable research strategy and method can be chosen bases on these assumptions.

Positivism is the term used to describe an approach to the study of the society that relies specifically on scientific evidence, such as experiments and statistics, to reveal a true nature of how society operates. Positivism generates hypotheses (or research questions) that can be tested and allows explanations that are measured against accepted knowledge of the world we live in. These could be the laws of gravity applied to an apple falling from a tree. This position creates a body of research that can be replicated by other researchers to generate the same results. The emphasis is on quantifiable results that lend themselves to statistical analysis.

Positivism can be used by researchers in several ways and there exists vast differences in each of the methods positivism is put into use (Creswell and Clark, 2017). In case of positivism the role of researcher is restricted to the methods of collection of data and its interpretation. The philosophy supports the view that observation can give way to factual knowledge (Wiek and Lang, 2016). This method is scientific as observations which are quantifiable is taken into consideration which can further leas to statistical analysis of the data (Antwi and Hamza, 2015).

Positivism holds an ontological and atomistic view of the globe which comprises of discrete elements (Mayoh and Onwuegbuzie, 2015). This research revolves around the topic of determining the factors on the basis of which the segmentation of Indian take away consumption have been done in the United Kingdom. Therefore, it can be conducted best if it is backed up by the philosophy of positivism.

Positivism emphasizes on the social behavior and the way societies or other similar social frameworks are structured.  The topic focuses on the leading factors which have acted as the determining factor behind the structuring of the Indian takeaway consumption in UK and positivism would provide the best solution to the research problem. The research topic would include all the present circumstantial problems which are taking place in the UK market for Indian takeaways.The philosophy of positivism would best suit this research as that would take all the necessary features which are important for running this specific research.

3.3 Research Approach

The research approach can be classified into two segments which are known as the inductive or the deductive approach. In the inductive approach which is also known as the inductive reasoning is initiated with the undertaking of observations. And gradually reaches the theories which are proposed at the end of the whole process (Walliman, 2017). The inductive approach considers the several steps and finally comes to the conclusion. The observations are taken into consideration at first. Then through a series of hypothesis has been used for establishing pattern, which is observed to further conclude a theory. (Mayoh and Onwuegbuzie, 2015). In case of inductive reasoning, any theories or pattern is introduced at the beginning of the research and the researcher has the liberty to decide the path or direction of the theory in terms of his own understanding. Conclusion is mainly generated through observing patterns, regularities and resemblance in the data.

On the other hand, the deductive approach is defined to be the process which validates the already established theories and the peer reviewed literatures (Jamshed, 2014). This kind of reasoning facilitates the researcher to develop and form a framework by sightings help from the research and findings which he is currently operating (Mayoh and Onwuegbuzie, 2015). In case of deductive approach, the researcher initiates the entire process by deciding on the theory he wants to use for his research and then interrogates the data that is available to him to reach the conclusion.

Saunders et al. (2016) state that a quantitative research is usually associated with a deductive approach because it uses data to test the theory. The aim would be to conclude with a yes or no answer to the questions. Questions may be statements or informed speculation about the topic that the researcher believes can be answered. The thought process of deduction moves from theory to the research question, to data collection, findings to a rejection or confirmation of the research question. This should lead onto a revision of the theory and often starts the process over again. Therefore, if little research exists on a topic then an inductive approach may be the best way to proceed.

Figure: Deductive approach                                               Figure: Inductive approach

          (Source: Peter and Olson, 2007)                                         (Source: Rimmell, 2008)

Table: Difference between Inductive Approach and Deductive Approach

(Source: Ramaswamy, 2009)

In this research the deductive approach would be used. Firstly, the researcher would decide on the theories and literature that are to be used for the research purpose and observe the data for finding the relation between the pattern and the chosen theories (Walliman, 2017).  In this case the Indian takeaway consumptions that are present in the UK market are taken into consideration at first. Secondly, the segmentation that are present in the UK market for takeaway consumption are accounted so that it is used for the research purpose. The segregation in market for the consumption is important to be investigated as it would help in determining the factors causing such classification. Moreover, the data which has been collected from the market reveal the factors which have influence on the market classification. The collected data for the purpose of research after analysing using appropriate tools and methods helps in understanding the factors which have led to the segmentation of the Indian takeaway in the UK market places.

3.4 Research Design

Research design depicts about the framework which is effectively used by the researcher in case of addressing the research objectives and questions. This is not covered under the research onion presented by Saunders but it has used in the research for its relevance. The research design is mainly of two types, they are named as conclusive and exploratory as shown in the following figure. (Alvesson and Sköldberg, 2017).

Figure: Research Design

(Source: Created by the author)

Exploratory research is research undertaken to investigate an issue or a topic. It is particularly useful in helping to identify a problem, clarify the nature of a problem or define the issues involved. This type of research can be used to develop propositions and hypotheses for further research, to look for new insights or to reach a greater understanding of an issue.

Conclusive research design is categorised into two main sections, descriptive and casual. Descriptive research is used for describing a population or characteristics of a phenomenon which is chosen for the study.

Causal research design on the other hand is generally meant for providing such information which are proved to be significant in case of providing solution to a problem and come to a conclusion. Causal design in most of the cases require a definite point from where the entire process can start, for example research objective and it also needs an adequate source of information so that the researcher can reach a conclusion which is reliable (Lewis, 2015). The causal process requires a definite course of action for arriving at the conclusion.

There are various differences which sets apart the conclusive research from the exploratory research (Lewis, 2015). In case of conclusive the researcher is more likely to use advanced analytical techniques and methods, tests of statistics, and sample of large size (Dumay and Cai, 2015). While in case of exploratory research design it is mostly qualitative or interpretive (Lewis, 2015). It is often used for coming to the theory from explaining the data itself.

In this case the causal research design would be put into use. Causal research design would help the researcher to understand the various attributes which can affect the classification of different market segregation in the Indian take away consumption. The data which would be collected from the UK markets would facilitate the validation of the hypothesis which is mainly developed from the literature review. This type of design would help in fathoming the external factors which can have an influence on the consumptions market of UK. To understand the factors which dominate the markets and can have an effect on the course of business.

3.4.1 Methodological choice. The difference between Qualitative and Quantitative Research closely parallels the difference between exploratory and conclusive research. Quantitative research seeks to quantify the data and, hence, applies a form of statistical analysis, whereas qualitative research is used to provide insight and understand of the problem. (Malhotra et al., 2010)

According to Saunders et al (2016) the quantitative research is related with positivism when used with pre-determined and highly structured data collection techniques. Quantitative research studies the relationship between variable; which are measured with numbers and analysed by using graphical and statistical techniques. A quantitative research that uses a single data collection technique, such as a questionnaire is known as a mono method quantitative study; whereas a research that uses more than one data collection technique is classified as multi-method quantitative study (Saunders et al., 2016).

Figure: Difference between Quantitative Research and Qualitative Research

(Source: Saunders et al., 2016)

o   Survey

A survey procedure is regularly connected with a deductive approach. It offers the analyst an exceedingly efficient method for gathering a lot of information to address the who, what, where, when and how of any given point or issue. This strategy can produce both rich and measurable information.

o   Mono – method

Mono-method research is when either quantitative or qualitative data is gathered rather than a combination of both. This might be because of the requests of the philosophy, philosophical decisions and methodologies utilized. It could likewise be utilized to look into a restricting perspective to existing mono-method inquire about. This is a mono – method quantitative research where in the data will be collected via the means of online survey.

3.4.2 Questionnaire Design. The questionnaire design for this research includes objective variable and subjective variables (Sekaran and bougie, 2014). The questions that are based on objective variable has been used to determine the demographic information and attitude of the respondents towards Indian food.  That will help the researcher to consider additional exterior factors that are likely to influence this research. While subjective variable questions are used for the purpose of testing the hypotheses and to answer the research questions.  

The questionnaire is designed as closed questions, since it is easier for the respondents to choose as well as making it easier for the ensuring quantitative analysis in the research (Saunders, 2016).

Table: Questionnaire Design

Question Number

Variable

Question Form

Scale

Q1

Gender

Closed Question

Nominal/Category Scale

Q2

Age

Closed Question

Nominal/Category Scale

Q3

Profession

Closed Question

Nominal/Category Scale

Q4

Income

Closed Question

Nominal/Category Scale

Q5

Habits

Closed Question

Nominal/Category Scale

Q6

Frequency of ordering

Closed Question

Nominal/Category Scale

Q7

Most desirable kind of Indian food

Closed Question

Nominal/Category Scale

Q8

Like to have Indian Food

Closed Question

Nominal/Category Scale

Q9

Sole Reason For Purchasing the Indian Foods

Closed Question

Nominal/Category Scale

Q10

Consumer Behavior Play Significant Role in Driving Healthy  Consumption Habits

Closed Question

Nominal/Category Scale

Q11

Cultural and Traditional Values have Impact on Consumption  Behavior

Closed Question

Nominal/Category Scale

Q12

Social Factor has Impact on Food Consumption

Closed Question

Nominal/Category Scale

Q13

Economic Factors Affects Food Consumption

Closed Question

Nominal/Category Scale

Q14

Psychological Factors Affects Food Consumption

Closed Question

Nominal/Category Scale

Q15

Indian Cuisine has been Accepted by a Number of Countries  Around the World

Closed Question

Nominal/Category Scale

Q16

Takeaway Consumption has Significant Impact on Millennial  Generation

Closed Question

Nominal/Category Scale

Q17

Market Segmentation Affect Consumption Behavior

Closed Question

Nominal/Category Scale

Q18

Aspects Lead to Indian Food Segmentation Market in London

Closed Question

Nominal/Category Scale

Q19

Behavioral Attributes Affect Consumption Towards Indian  Food

Closed Question

Nominal/Category Scale

(Source: Created by the author)

3.6 Data Collection

The process concerned with collection of essential data in the due course of a research study can be of two types, primary and secondary (Mayoh and Onwuegbuzie, 2015). The selection of the data collection method is entirely dependent on the type of study undertaken by the researcher (Best and Kahn, 2016). The data to be considered for the researcher study is taken into consideration after analysing the information relating to the topic as well as the variables identified in that regard. This is of prime significance in the due course of ensuring the each of the research questions have been analysed thoroughly with effective and appropriate conclusions (Panneerselvam, 2014). In primary method of data collection, the researcher is entitled to raw data collected from variety of sources like questionnaires, surveys, interviews, observations, web passed polls and interceptors (Wildemuth, 2016). One of the significant aspects of primary data collection is that it allows the researcher with the opportunity to analyse freshly collected raw data in relation to drawing suitable conclusion to the study (Saunders, Lewis and Thornhill, 2011). On the other hand, the secondary form of data collection results in the research to consider the theories, concepts and frameworks proposed by others previously and is widely available for successive research study consideration (O’Brien andPipkin, 2017). The journals, literature reviews, articles and books are considered as the major source of secondary data collection (Punch, 2013).

The research study relating to identification of the prospective factors that are largely considered in relation to segmenting the UK takeaway food consumption marketplace will go ahead with the primary method of data collection. This is mainly due to the fact that primary method will provide the researcher to provide a realistic conclusion to the problem study based on the present environmental circumstances.  For the purpose of gaining primary data, the researcher has selected questionnaire mode of survey. The questionnaire will comprise of close ended Likert scale questions, for the selected respondents to answer. A Likert scale can be referred to as a verbal scale and is often utilized for questions that are predicated upon opinions (Crowther and Lancaster, 2008). Moreover, the researcher has ensured that this questionnaire mode of primary data collection is capable of addressing the research question relating to the study. The major reason behind the selection of questionnaire survey is that it is extensively capable of providing a logical as well as practical approach of addressing the research objectives, through the analysis of variant viewpoints of the respondents taken into consideration (Mayoh and Onwuegbuzie, 2015). Factors such as gender, income and profession has been considered before collecting the response from the sample. this is to understand the consumers; the demographic characteristics of the respondents should be studied along with their response. Also, this questionnaire can be completed without the researcher being present (Crowther and Lanccaster, 2008). This could benefit the research because it signifies that the questionnaire can be distributed to the public through multiple locations via social media, which could increment the number of responses received.

Through the use of questionnaires, the researcher is largely able to analyse and interpret prospective solutions with high degree of effectiveness (Saunders, Lewis and Thornhill, 2011). However, one major concern lies in the fact that unwillingness of the respondents to answer the question as well as biased attitude might result in hampering the aspect of developing prospective conclusion.

Table: Research Design

Based on these  result the report was formulated as under

  Research

 Casual research

  Data sources

 Primary data, Secondary data

  Research instrument

 Questionnaire

  Type of Questionnaire

 Structured

  Type of Questions

 Close ended questions

  Sampling unit

 Individuals

  Sampling Size

 200 – 250

  Sampling procedure

 Random Sampling

  Conducted method

 Online

(Source: Created by the author)

3.7 Data Analysis

The data analysis part of the methodology highlights the various processes through which numerical analysis of the data thus collected from the identified sample respondents are considered. It is primarily associated with the process of inspecting the collected data, transforming into quantifiable form along with analysis for the process of drawing conclusion (Heeringa, West and Berglund, 2017).

The research study conducted for analysing and identifying the take away food consumption marketplace in the UK will go ahead with the IBM SPSS 25 (Statistical Package for Social Science) tool. The data collected using questionnaire survey will undergo numerical and statistical analysis using this software. The tool is known to have immense potential in performing a huge range of statistical calculations, essential for the purpose of providing the researcher with essential results relating to the problem study (Babbie, Wagner III and Zaino, 2018).

For analysing the data that the researcher has collected from the respondents for studying the takeaway food consumption marketplace, the researcher in the very first stage needs to covert the data into quantitative values. This forms the first and foremost aspect of statistical analysis using SPSS tool. Then the quantifiable values will undergo various statistical analysis, the results of which will be interpreted in the due course of providing a conclusion to the problem study. It is largely expected that the quantitative analysis of primary data collected through questionnaire survey using SPSS tool will significantly ensure that the researcher has successfully accomplished the research objective and further enriched the existing literature, theories, concepts and frameworks available as secondary sources in relation to the problem study.

3.7.1 Data Preparation. The date that has been collected from any non – UK respondents will be deleted to fit the requirements of this research. this was done with the help of the GPS location information provided at the bottom of each recorded questionnaire (Appendix 2). Additionally, no missing responses were found due to the “force response” option provided by the Qualtrics portal.

3.8 Sampling

A research study is largely looked upon as a process of providing detailed analysis of the data the researcher has successfully collected in the due course of the study (Mujere, 2016). As a result, it is essential that the researcher successfully collects appropriate and relevant data in relation to the topic of research. To avoid any form of data discrepancies, the research studies take into consideration the process of sampling. It is a process by which the researcher is able to identify a very small sample of a large population segment to obtain reliable and appropriate (Mujere, 2016). This research will be carried out between individuals based within the London area of the UK.

3.8.1 Sampling strategy. The sampling strategy chosen for the quantitative research is random sampling. In this research the random sampling method have been used for choosing the samples so it remains minimum chance of biasedness. In this process of random sampling eachof the member of the whole population has an equal probability of getting selected. The whole process of sampling is executed in a single step with each sample selected independently from the other.

The research study looking forward to identification of prospective market segments for the take away food consumption in the UK has considered a sample size of 200 respondents the sample size is more than usual so that the result depicts accuracy and precision.

Each of identified samples are found to live within the London area of the UK and is from the millennial generation. The sample of individual is chosen by the researcher from the millennial population living in UK. This sample of individuals are chosen from the millennial population because they are considered to be the most loyal customers of takeaway consumption. The reason that has resulted in the researcher to provide the survey questionnaire only to the millennial generation is that they are recognised as regular customers of the particular food joint is mainly due to the fear of overcoming incomplete and unbiased answers.(EVIDENCE). This particular piece of information has been identified from the literature review conducted by the researcher in the previous section. Moreover, millennial people have been recognised as the most prospective customer of take away food in the UK.

3.9 Generalizability, Validity and Reliability

Validity in a research refers to the appropriateness of a tool, process or data. It finds out whether each and every step undertaken into the research holds any validity for the outcome or not. Reliability in a research points out to the exact replicability of the process and its outcomes. Generalizability refers to the studying of a specific phenomenon, group population in a particular context.

3.10 Ethical Consideration

The ethical considerations which are undertaken in case of conducting research are critical. They are defined to be the standards or norms which should be followed at the time of researches. They are considered to be the conducts which are used for distinguishing between what is right and what is wrong. The concept of ethical considerations is important in case of researches. Firstly, ethical consideration is a first way to protect falsifying or fabrication of data and also benefits the promotion of the knowledge and truth which is the basic motive of a research to be conducted (Gabriel, 2015). In case of collaborative works ethical behaviour is used for creating an environment of accountability, trust and mutual respect among the researchers who are a part of the project. There are various issues such as co- authorship, confidentiality, data sharing, copyright guidelines etc which requires ethical consideration to be taken into consideration (Guest, et al., 2017). The public in certain cases even want to be assured that the researcher while conducting the research has followed the proper guidelines or not. This is the reason why the researcher even needs to adhere to appropriate guidelines which are related to health standard, animal rights, conflict of interest, human right and law (Mukhopadhyay and Gupta, 2014). The integrity of research is greatly related with the ethical considerations of the project and also decides whether the research would receive funding or not.

Most or every research is involved with the study of existing literature to point out the initiation of the development of research objective (Bauer, 2014). To add new content to the existing knowledge research is mostly undertaken which involves the review of existing literature as well. In such cases acknowledgement of their work is essential and it is also important that the researcher pays respect to the dignity of the topic or the subject he has chosen for research. The researcher while conducting such researches has to abide the principles of anonymity, transparency, honesty and confidentiality in case of collecting any data from the respondents (Munn, et al., 2014). Each of the respondents should be informed about the purpose and motto of the research and their permission should be taken before recording their responses (Panneerselvam, 2014). This ethical consideration if undertaken would ensure the free, unbiased and honest opinion in response to the questionnaire. The researcher needs to employ the effort required to abide by all the ethical consideration which should be undertaken in case of conducting a research.

3.11 Limitations of the study

There have been some few difficulties that has been faced by the researcher. Such as time constraint, problem in finding enough respondents and difference in opinion among the respondents. The research has been conducted within these limitations with the best possible methods to arrive at the conclusion.

3.12 Conclusion

The research methodology is designed to find the factors responsible for segmentation in the Indian takeaway consumption in the UK market. In this research methodology the positivism philosophy has been chosen and the deductive approach is further chosen to continue the research. Random sampling method has been used to collect a sample of 200 millennials from the whole population of millennial to ensure an unbiased result. Lastly the SPSS tool have been used to reach the outcome.

   Chapter 4 Research Findings and Analysis

4.1 Introduction

The Indian food and cuisines have been gaining a large-scale recognition in varied international markets. The attributes that attract an individual to have Indian food and the impact of the same on the consumer segment of the United Kingdom markets is of utmost significance. To determine the extent of the Indian cuisine amongst the consumers of the United Kingdom, the current research was undertaken and a research survey was conducted amongst randomly selected consumer population of 200 individuals. The raw primary data that have been obtained through the current research were subjected to quantitative analysis, using the analytical tool of SPSS. Using the tool, the data were analysed for identifying those factors that would aid in the fulfilment of the research objectives and also would help in answering the research question. The findings from the research have been segregated and analysed into two kinds, descriptive and statistical. The results of these analyses have been discussed as follows.

4.2 Descriptive Analysis

Demographic Data

Q1. Age of respondent

Table: Age

Age

 Frequency

Percent

Valid  Percent

Cumulative  Percent

Valid

18  years or below

21

8.8

10.5

10.5

19-24  years

72

30.0

36.0

46.5

25-34  years

52

21.7

26.0

72.5

35-44  years

33

13.8

16.5

89.0

45  or above

22

9.2

11.0

100.0

Total

200

83.3

100.0

 Missing

System

40

16.7

  Total

240

100.0

  (Source: Obtained from SPSS Analysis Results)

Figure: Age

(Source: Obtained from SPSS Analysis Results)

It can be found that majority of the responses is in favour of food, be it vegetarian or non-vegetarian. Food is that sector wherein youngsters are mostly inclined to. India food culture consists of spices and herbs, making the food tasty, due to which bulk of people specially the youngsters are fascinated towards it and avail it.

Q2. Gender of the respondent.

Table: Gender

Gender

 Frequency

Percent

Valid Percent

Cumulative Percent

Valid

Male

94

39.2

47.0

47.0

Female

106

44.2

53.0

100.0

Total

200

83.3

100.0

 Missing

System

40

16.7

  Total

240

100.0

  (Source: Obtained from SPSS Analysis Results)

Figure: Gender

(Source: Obtained from SPSS Analysis Results)

From the above depiction it can be said that majority of the respondents is female. It can be derived that females love Indian food more than males. Although the number of responses is high about female but a marginal section of the responses is male.

Q3. What is your profession?

Table: Profession

Profession

 Frequency

Percent

Valid Percent

Cumulative Percent

Valid

Student

31

12.9

15.5

15.5

Homemaker

23

9.6

11.5

27.0

Retired

22

9.2

11.0

38.0

Employee full time / part time

93

38.8

46.5

84.5

Unemployed

19

7.9

9.5

94.0

Others

12

5.0

6.0

100.0

Total

200

83.3

100.0

 Missing

System

40

16.7

  Total

240

100.0

  (Source: Obtained from SPSS Analysis Results)

Figure: Profession

(Source: Obtained from SPSS Analysis Results)

From the above results that have been obtained through the primary research it can be established that number of responses regarding full time employment and part time employment is majority in nature. In case of employment be it full time or part time there is assurance regarding security in income. With the advent of globalization, more and more unemployed personnel are inclined towards full time and part time employment. Although number of responses with regard to full time and part time employment is high but the number of students, home maker and retired personnel comes next. It can be established that research is positive in nature with respect to full time and par time employment.

Q4. What is your monthly income?

Table: Monthly Income

Monthly Income

 Frequency

Percent

Valid Percent

Cumulative Percent

Valid

< 10,000

26

10.8

13.0

13.0

10,000 - 20,000

25

10.4

12.5

25.5

20,001 - 25,000

31

12.9

15.5

41.0

> 25,000

27

11.3

13.5

54.5

Do not comment

91

37.9

45.5

100.0

Total

200

83.3

100.0

 Missing

System

40

16.7

  Total

240

100.0

  (Source: Obtained from SPSS Analysis Results)

Figure: Monthly Income

(Source: Obtained from SPSS Analysis Results)

The above illustration depicts that majority of the responses is not interested to reveal their income. It generally stands confidential in various places. However, about the other responses it can be said that although majority of the section has not stated regarding income that is being earned but others have responded stating the income parameter.

Consumption Data

Q5. Which of the following really describe your food habits?

Table: Food Habit

Food Habit

 Frequency

Percent

Valid Percent

Cumulative Percent

Valid

I like vegetarian food

26

10.8

12.9

12.9

I consume vegetarian food but prefer  non vegetarian more than the vegetarian food

51

21.3

25.4

38.3

Prefer non vegetarian food

47

19.6

23.4

61.7

I prefer both but changes my mind  depends on the circumstances

60

25.0

29.9

91.5

Others

16

6.7

8.0

99.5

77

1

.4

.5

100.0

Total

201

83.8

100.0

 Missing

System

39

16.3

  Total

240

100.0

  (Source: Obtained from SPSS Analysis Results)

Figure: Food Habit

(Source: Obtained from SPSS Analysis Results)

After analysing the graphical representation of the responses, it can be stated that majority of the responses is of the opinion that they prefer food based on the circumstances. It is a natural phenomenon and at certain point of time there is no objection as to vegetarian or non-vegetarian. Food that is being ordered depends on the circumstances one is in at the time of placing order. Although majority of the responses is towards the opinion depending on the circumstances but, as per the other responses it can be said that they prefer vegetarian food but also states that they prefer non vegetarian more over vegetarian. Particular section of the responses is of the opinion that there are ones who prefer only non-vegetarian food.

Q6. How frequently do you order Indian take away? (Either Online or Indian restaurants)

Table: Order Indian Food from Online or Take Away Store

Order Indian Food from Online or Take  Away Store

 Frequency

Percent

Valid Percent

Cumulative Percent

Valid

Less than monthly

37

15.4

18.5

18.5

Once in a month

43

17.9

21.5

40.0

Every 15 days’ alternatives

35

14.6

17.5

57.5

Once in a week

64

26.7

32.0

89.5

Twice or thrice in a week

21

8.8

10.5

100.0

Total

200

83.3

100.0

 Missing

System

40

16.7

  Total

240

100.0

  (Source: Obtained from SPSS Analysis Results)

Figure: Order Indian Food from Online or Take Away Store

(Source: Obtained from SPSS Analysis Results)

Majority of the respondents stated that they prefer to order Indian food once a week. It can be said that the fondness for Indian foods for the restaurants is maximum in nature. Due to the variety in the foods that Indian restaurants provides leads to the enhancement in customer. Due to the increase in the number of cuisines responses seems to be maximum. However, other responses are not far behind. Ordering food once a month within 15 days interval and less than monthly is almost similar in nature. It provides the scenario that craze regarding food in India is at its best. It can be said that ordering food once a wee outclasses the other responses in this regard and can be said that majority of the responses favours ordering food and availing once a week.

Segmentation Data

Q7. What kind of Indian foods do you find most desirable?

Table: Most Desirable Kind of Indian Food

Most Desirable Kind of Indian Food

 Frequency

Percent

Valid Percent

Cumulative Percent

Valid

Spicy food with lot of fat content

62

25.8

31.0

31.0

Tasty but nutritious with a lot of  veggies

61

25.4

30.5

61.5

Less spicy and less fat content

60

25.0

30.0

91.5

Others

17

7.1

8.5

100.0

Total

200

83.3

100.0

 Missing

System

40

16.7

  Total

240

100.0

  (Source: Obtained from SPSS Analysis Results)

Figure: Most Desirable Kind of Indian Food

(Source: Obtained from SPSS Analysis Results)

From the above depiction it can be seen that majority of the responses prefer tasty but nutritious food it can be seen from the responses that there is a tie between the responses of food with more nutritional value and the food with more spicy content. A line cannot be drawn in this regard as to the nutritional and the spicy context. There are mixed responses in this regard. It can be due to the consumer centric approach regarding spicy and nutritional content. However, with regards to less spicy and less nutritional responses remains the same thereby follows the others responses. It can be established that craze for food remains in the common platform be it in any flavour.

Q8. How would you like to have your Indian food?

Table: Like to have Indian Food

Like to have Indian Food

 Frequency

Percent

Valid Percent

Cumulative Percent

Valid

In a restaurant

39

16.3

19.5

19.5

Takeaway

61

25.4

30.5

50.0

Online ordering

46

19.2

23.0

73.0

Road side food joints

39

16.3

19.5

92.5

Others

15

6.3

7.5

100.0

Total

200

83.3

100.0

 Missing

System

40

16.7

  Total

240

100.0

  (Source: Obtained from SPSS Analysis Results)

Figure: Like to have Indian Food

(Source: Obtained from SPSS Analysis Results)

From the scrutiny it can be said that majority of the responses would take away the food and avail it. It can be said that apart from takeaway, online order, in a restaurant, roadside food joints remain at the same platform. A line can cannot be drawn in this regard as to the difference in this regard. Craze for Indian food can be seen in this regard. Although craze remains but take away outclasses the other responses. It can be added that food is the common feature therefore difference with regard to responses seems to be minimum.

Q9. According to you what is the sole reason behind purchasing the Indian foods?

Table: Sole Reason for Purchasing the Indian Foods

Sole Reason For Purchasing the Indian  Foods

 Frequency

Percent

Valid Percent

Cumulative Percent

Valid

I like the taste and variety of  Indian foods

54

22.5

27.0

27.0

It is comparatively cheap and healthy  compare to other foods

62

25.8

31.0

58.0

Its freely available almost  everywhere in London

64

26.7

32.0

90.0

Others

20

8.3

10.0

100.0

Total

200

83.3

100.0

 Missing

System

40

16.7

  Total

240

100.0

  (Source: Obtained from SPSS Analysis Results)

Figure: Sole Reason for Purchasing the Indian Foods

(Source: Obtained from SPSS Analysis Results)

From the above depiction it can be said that majority of the responses is in the tie zone between comparatively cheap and healthy food, taste and variety in the food and others. It helps in attracting consumers towards food hub. With multiplicity in flavour and the taste along it becomes consumer centric product. Other responses seem to be minimum compared to the ones that have been mentioned. Equality prevails in this and majority cannot be differentiated from the mixed responses. Rather the mixed responses illustrate that the main motive or factors that influence people in purchasing Indian foods is not related to any single factor.  

Research based questions

Q10. Does consumer behaviour play significant role in driving consumption habits which are healthy?

Table: Consumer Behaviour Play Significant Role in Driving Healthy Consumption Habits

Consumer Behavior Play Significant  Role in Driving Healthy Consumption Habits

 Frequency

Percent

Valid Percent

Cumulative Percent

Valid

Strongly Agree

51

21.3

25.5

25.5

Agree

73

30.4

36.5

62.0

Neutral

34

14.2

17.0

79.0

Disagree

24

10.0

12.0

91.0

Strongly Disagree

18

7.5

9.0

100.0

Total

200

83.3

100.0

 Missing

System

40

16.7

  Total

240

100.0

  (Source: Obtained from SPSS Analysis Results)

Figure: Consumer Behaviour Play Significant Role in Driving Healthy Consumption Habits

(Source: Obtained from SPSS Analysis Results)

 From the above study it can be said that majority of the responses agree to the proposal that consumer responses play a significant role in driving consumption habits which are healthy in the food market. More than half of the responses were in the favour of the statement that consumer behaviour plays significant role in driving healthy food habits.

Q11. Do you think cultural and traditional values has an impact on the consumption behaviour?

Table: Cultural and Traditional Values have Impact on Consumption Behaviour

Cultural and Traditional Values have  Impact on Consumption Behavior

 Frequency

Percent

Valid Percent

Cumulative Percent

Valid

Strongly Agree

58

24.2

29.0

29.0

Agree

73

30.4

36.5

65.5

Neutral

30

12.5

15.0

80.5

Disagree

21

8.8

10.5

91.0

Strongly Disagree

18

7.5

9.0

100.0

Total

200

83.3

100.0

 Missing

System

40

16.7

  Total

240

100.0

  (Source: Obtained from SPSS Analysis Results)

Figure: Cultural and Traditional Values have Impact on Consumption Behaviour

(Source: Obtained from SPSS Analysis Results)

From the discussion, it can be seen that majority of the responses agree to the proposal cultural and traditional values does play a significant role in the determination of consumer behaviour. As far as the other responses are concerned it can be seen that responses regarding agree and neutral are in the same zone and missing is also in the zone. Therefore it can be stated that the traditional and cultural values have a significant impact or determining effect on the food consumption behaviour. Q12. Does social factor like ethnicity, social class, religion and wealth has a significant impact on food consumption?

Table: Social Factor has Impact on Food Consumption

Social Factor has Impact on Food  Consumption

 Frequency

Percent

Valid Percent

Cumulative Percent

Valid

Strongly Agree

58

24.2

29.0

29.0

Agree

81

33.8

40.5

69.5

Neutral

27

11.3

13.5

83.0

Disagree

19

7.9

9.5

92.5

Strongly Disagree

15

6.3

7.5

100.0

Total

200

83.3

100.0

 Missing

System

40

16.7

  Total

240

100.0

  (Source: Obtained from SPSS Analysis Results)

Figure: Social Factor has Impact on Food Consumption

(Source: Obtained from SPSS Analysis Results)

From the study it can be said that majority of the responses in this regard is of the opinion that social factor does play a significant role in the determination of food consumption. Tastes and preferences are diverse in nature thereby changes can be seen in the responses that has been undertaken.

Cumulating the above two response, it is clearly identified that the social, cultural and traditional characteristics of a person determine their food consumption habits

Q13. Do economic factors such as money value, inflation, deflation and depreciation affect your food consumption?

Table: Economic Factors Affects Food Consumption

Economic Factors Affects Food  Consumption

 Frequency

Percent

Valid Percent

Cumulative Percent

Valid

Strongly Agree

51

21.3

25.5

25.5

Agree

76

31.7

38.0

63.5

Neutral

35

14.6

17.5

81.0

Disagree

22

9.2

11.0

92.0

Strongly Disagree

16

6.7

8.0

100.0

Total

200

83.3

100.0

 Missing

System

40

16.7

  Total

240

100.0

  (Source: Obtained from SPSS Analysis Results)

Figure: Economic Factors Affects Food Consumption

(Source: Obtained from SPSS Analysis Results)

From the above discussion it can be said that majority of the responses agree to the factor that economic factor does play a significant role in affecting food consumption. There are certain responses that strongly agree to the proposal. On the other hand, other responses seemed to be minimum. It can be said that responses regarding economic factor outclass the other responses can be seen in the significant manner.

Q14. Does psychological factors like perception attitude and beliefs affects your food consumption?

Table: Psychological Factors Affects Food Consumption

Psychological Factors Affects Food  Consumption

 Frequency

Percent

Valid Percent

Cumulative Percent

Valid

Strongly Agree

54

22.5

27.0

27.0

Agree

84

35.0

42.0

69.0

Neutral

28

11.7

14.0

83.0

Disagree

19

7.9

9.5

92.5

Strongly Disagree

15

6.3

7.5

100.0

Total

200

83.3

100.0

 Missing

System

40

16.7

  Total

240

100.0

  (Source: Obtained from SPSS Analysis Results)

Figure: Psychological Factors Affects Food Consumption

(Source: Obtained from SPSS Analysis Results)

From the above discussion it can be seen that majority of the responses agree to the proposal that psychological factor does play a significant role in affecting food consumption. Responses regarding other is comparatively low as compared to the one that states strongly agree. It can be seen that responses regarding the proposal that psychological factor plays a significant role in affecting food consumption outclassed others.

Q15. Do you think Indian cuisine has been accepted by a number of countries around the world?

Table: Indian Cuisine has been Accepted by a Number of Countries Around the World

Indian Cuisine has been Accepted by a  Number of Countries Around the World

 Frequency

Percent

Valid Percent

Cumulative Percent

Valid

Strongly Agree

44

18.3

22.0

22.0

Agree

93

38.8

46.5

68.5

Neutral

26

10.8

13.0

81.5

Disagree

21

8.8

10.5

92.0

Strongly Disagree

16

6.7

8.0

100.0

Total

200

83.3

100.0

 Missing

System

40

16.7

  Total

240

100.0

  (Source: Obtained from SPSS Analysis Results)

Figure: Indian Cuisine has been Accepted by a Number of Countries Around the World

(Source: Obtained from SPSS Analysis Results)

From the above analysis it can be seen that majority of the responses agree that India cuisine is being accepted by bulk of the countries across the globe. It can be said that Indian cuisine has been accepted by the majority of the responses that outclass other ones and the same is evident from nearly 70 per cent of the positive response that has been obtained through the survey.

Q16. Has takeaway consumption a significant impact on the millennial generation?

Table: Takeaway Consumption has Significant Impact on Millennial Generation

Takeaway Consumption has Significant  Impact on Millennial Generation

 Frequency

Percent

Valid Percent

Cumulative Percent

Valid

Strongly Agree

48

20.0

24.0

24.0

Agree

82

34.2

41.0

65.0

Neutral

32

13.3

16.0

81.0

Disagree

23

9.6

11.5

92.5

Strongly Disagree

15

6.3

7.5

100.0

Total

200

83.3

100.0

 Missing

System

40

16.7

  Total

240

100.0

  (Source: Obtained from SPSS Analysis Results)

Figure: Takeaway Consumption has Significant Impact on Millennial Generation

(Source: Obtained from SPSS Analysis Results)

From the above breakdown it can be said that majority of the responses states regarding the fact that takeaway consumption does play a significant role on millennial generation. It can be seen that other responses are comparatively low in this respect. Although strongly agree and neutral are in the zone but responses of takeaway consumption do play a significant role outclass the other responses in this regard.

Q17. Does market segmentation on the basis of demography, geography, behavioural and psychography affect consumption behaviour?

Table: Market Segmentation Affect Consumption Behaviour

Market Segmentation Affect  Consumption Behaviour

 Frequency

Percent

Valid Percent

Cumulative Percent

Valid

Strongly Agree

51

21.3

25.5

25.5

Agree

84

35.0

42.0

67.5

Neutral

30

12.5

15.0

82.5

Disagree

21

8.8

10.5

93.0

Strongly Disagree

14

5.8

7.0

100.0

Total

200

83.3

100.0

 Missing

System

40

16.7

  Total

240

100.0

  (Source: Obtained from SPSS Analysis Results)

Figure: Market Segmentation Affect Consumption Behaviour

(Source: Obtained from SPSS Analysis Results)

From the above discussion it can be said that majority of the responses states that market segmentation plays a significant role in affecting consumer behaviour. Other responses seem to be quite low in this regard. It can be said that majority of the responses regarding market segmentation play a significant role to outclass others.

Q18. What aspects do you feel lead to Indian food segmentation market in London?

Table: Aspects Lead to Indian Food Segmentation Market in London

Aspects Lead to Indian Food Segmentation  Market in London

 Frequency

Percent

Valid Percent

Cumulative Percent

Valid

Price

52

21.7

26.0

26.0

Location

51

21.3

25.5

51.5

Type of cuisine

51

21.3

25.5

77.0

Product lines

46

19.2

23.0

100.0

Total

200

83.3

100.0

 Missing

System

40

16.7

  Total

240

100.0

  (Source: Obtained from SPSS Analysis Results)

Figure: Aspects Lead to Indian Food Segmentation Market in London

(Source: Obtained from SPSS Analysis Results)

From the above analysis, it can be said that there is a slight majority and price is bit higher than any other segment. Conclusion cannot be drawn in this regard. Every factor does have an equal role to play in case of Indian food segmentation in the United Kingdom.

Q19. What type of behavioural attributes affect your consumption towards Indian food?

Table: Behavioural Attributes Affect Consumption Towards Indian Food

Behavioral Attributes Affect  Consumption Towards Indian Food

 Frequency

Percent

Valid Percent

Cumulative Percent

Valid

Trends

34

14.2

17.0

17.0

Health factor

38

15.8

19.0

36.0

Use of Spices

32

13.3

16.0

52.0

Taste

30

12.5

15.0

67.0

Price

40

16.7

20.0

87.0

Fat content

26

10.8

13.0

100.0

Total

200

83.3

100.0

 Missing

System

40

16.7

  Total

240

100.0

  (Source: Obtained from SPSS Analysis Results)

Figure: Behavioural Attributes Affect Consumption Towards Indian Food

(Source: Obtained from SPSS Analysis Results)

The data that has been presented above, depicts that price is the most important behavioural attribute that affect the consumption of customers towards Indian food. This factor is followed by the health factor, which implicates that consumers also considers the nutrition that are available within the food that is being consumed by them. This was further followed by trends and use of spices. The Indian food and cuisines are known for the exotic blend of spices that are used for preparing the dishes. Hence, many people are inclined to have Indian food solely because of its exquisite use and blend of exotic spices. This was further followed by the factors taste and fat contents. Many individuals prefer to have tasty food and are not bothered by the fat content of the dishes that are being consumed by them. Instead they prefer fatty food and dishes, as they believe the same to be more delicious and tastier than the fat free ones.

From the descriptive analysis of the raw data, the factors and aspects necessary for fulfilment of the research objectives have been identified. Further analysis shall be conducted on these raw data to establish that the identified factors indeed are sufficient to fulfil the research objectives and shall answer the research question, thereby satisfying the aim of the research that is being conducted to understand the factors on which the Indian take away consumption is based in the markets of the United Kingdom. The results of the statistics analysis are as follows.  

4.3 Statistical Analysis

To establish that the factors that have been identified through the descriptive analysis of the obtained primary data are indeed associated with the fulfilment of the research objectives of the current research that is being undertaken, the statistics analysis of the obtained data was conducted. The results of the same can be discussed as follows.

Reliability Test

To ensure that the data that have been obtained through the primary research are reliable, a reliability test was conducted on the same.

Table: Reliability Test

Case Processing Summary

 N

%

Cases

Valid

200

83.3

Excludeda

40

16.7

Total

240

100.0

a. Listwise deletion based on all variables in the procedure.

(Source: Obtained from SPSS Analysis Results)

Reliability Statistics

Cronbach's Alpha

N of Items

.935

8

 (Source: Obtained from SPSS Analysis Results)

The results of the reliability test confirm that the obtained data are reliable as the value of the Cronbach’s alpha is more than 0.9, thereby making the data highly reliable. Hence, further analysis was conducted on these obtained data to establish the aim of the research and fulfil its research objectives, thereby answering the research question.

Factor Analysis

The factor reduction analysis was conducted to identify the specific factors upon which further analysis is to be conducted to obtain the desirable results. The results of the same has been depicted as follows.

Table: KMO and Bartlett’s Test

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling  Adequacy.

.858

Bartlett's Test of Sphericity

Approx. Chi-Square

1675.879

df

45

Sig.

0.000

(Source: Obtained from SPSS Analysis Results)

The KMO and Bartlett’s test affirm that the factor analysis has been successful as the value of KMO is over 0.85.

Table: Communalities

Communalities

 Initial

Extraction

Consumer  Behavior Play Significant Role in Driving Healthy Consumption Habits

1.000

.828

Cultural  and Traditional Values have Impact on Consumption Behavior

1.000

.821

Social  Factor has Impact on Food Consumption

1.000

.835

Economic  Factors Affects Food Consumption

1.000

.826

Psychological  Factors Affects Food Consumption

1.000

.703

Indian  Cuisine has been Accepted by a Number of Countries Around the World

1.000

.810

Takeaway  Consumption has Significant Impact on Millennial Generation

1.000

.753

Market  Segmentation Affect Consumption Behavior

1.000

.826

Aspects  Lead to Indian Food Segmentation Market in London

1.000

.789

Behavioral  Attributes Affect Consumption Towards Indian Food

1.000

.964

Extraction Method: Principal  Component Analysis.

(Source: Obtained from SPSS Analysis Results)

The communalities have been identified for the two factors and on the same further analysis needs to be conducted.

Table: Total Variance Explained

Total Variance Explained

Component

Initial Eigenvalues

Extraction Sums of Squared Loadings

Total

% of Variance

Cumulative %

Total

% of Variance

Cumulative %

1

6.000

60.003

60.003

6.000

60.003

60.003

2

1.134

11.337

71.340

1.134

11.337

71.340

3

1.022

10.220

81.560

1.022

10.220

81.560

4

.539

5.392

86.952

   5

.354

3.536

90.488

   6

.311

3.108

93.595

   7

.251

2.511

96.106

   8

.200

1.995

98.101

   9

.105

1.052

99.153

   10

.085

.847

100.000

   Extraction Method: Principal  Component Analysis.

(Source: Obtained from SPSS Analysis Results)

Table: Component Matrix

Component Matrixa

 Component

1

2

3

Consumer  Behavior Play Significant Role in Driving Healthy Consumption Habits

.868

-.261

.073

Cultural  and Traditional Values have Impact on Consumption Behavior

.763

-.323

.367

Social  Factor has Impact on Food Consumption

.912

.030

-.049

Economic  Factors Affects Food Consumption

.889

-.161

.102

Psychological  Factors Affects Food Consumption

.787

.241

-.158

Indian  Cuisine has been Accepted by a Number of Countries Around the World

.721

.512

-.167

Takeaway  Consumption has Significant Impact on Millennial Generation

.805

.156

-.285

Market  Segmentation Affect Consumption Behavior

.867

.246

-.123

Aspects  Lead to Indian Food Segmentation Market in London

.695

-.546

.093

Behavioral  Attributes Affect Consumption Towards Indian Food

.149

.480

.843

Extraction Method: Principal  Component Analysis.

a. 3 components extracted.

(Source: Obtained from SPSS Analysis Results)

From the Total Variance Explained and component matrix, the factors that are significant fir further analysis have been identified. The factors that have been identified from the analysis have been subjected to further evaluation so that the hypothesis of the research can be tested and the suitable one can be proved.

Correlations Coefficient

Correlations have been drawn upon the identified factors and the results of the same are as follows.

Table: Correlations Coefficient

Correlations

 Psychological Factors Affects Food  Consumption

Takeaway Consumption has Significant  Impact on Millennial Generation

Market Segmentation Affect  Consumption Behavior

Behavioral Attributes Affect  Consumption Towards Indian Food

Psychological Factors Affects Food  Consumption

Pearson Correlation

1

.693**

.628**

.128

Sig. (2-tailed)

 .000

.000

.071

N

200

200

200

200

Takeaway Consumption has Significant  Impact on Millennial Generation

Pearson Correlation

.693**

1

.747**

.018

Sig. (2-tailed)

.000

 .000

.797

N

200

200

200

200

Market Segmentation Affect  Consumption Behavior

Pearson Correlation

.628**

.747**

1

.128

Sig. (2-tailed)

.000

.000

 .070

N

200

200

200

200

Behavioral Attributes Affect  Consumption Towards Indian Food

Pearson Correlation

.128

.018

.128

1

Sig. (2-tailed)

.071

.797

.070

 N

200

200

200

200

**. Correlation is significant at the  0.01 level (2-tailed).

(Source: Obtained from SPSS Analysis Results)

The factors that have been identified and selected are correlated to each other and hence further -analysis shall be conducted to establish the aims of the research, thereby fulfilling the research objectives and answering the research question. The factors that have been identified to be significantly correlated to each other include “Psychological Factors Affects Food Consumption” with “Behavioral Attributes Affect Consumption Towards Indian Food”; “Takeaway Consumption has Significant Impact on Millennial Generation” with “Behavioral Attributes Affect Consumption Towards Indian Food”; “Market Segmentation Affect Consumption Behavior” with “Behavioral Attributes Affect Consumption Towards Indian Food”. Therefore, it can be said that these identified factors have significant relation with the hypotheses that have been drawn upon.

Regression Analysis

The regression analysis would aid in determining if the identified factors are indeed associated with the fulfilment of the research objectives. The results of the same are as follows.

Table: Regression Analysis

Variables  Entered/Removeda

Model

Variables  Entered

Variables  Removed

Method

1

Behavioral  Attributes Affect Consumption Towards Indian Food, Takeaway Consumption has  Significant Impact on Millennial Generation, Psychological Factors Affects  Food Consumption, Market Segmentation Affect Consumption Behaviorb

 Enter

a.  Dependent Variable: Consumer Behavior Play Significant Role in Driving  Healthy Consumption Habits

b.  All requested variables entered.

(Source: Obtained from SPSS Analysis Results)

Model Summary

Model

R

R Square

Adjusted R Square

Std. Error of the Estimate

Change Statistics

R Square Change

F Change

df1

df2

Sig. F Change

1

.707a

.500

.490

.887

.500

48.733

4

195

.000

a. Predictors: (Constant), Behavioral  Attributes Affect Consumption Towards Indian Food, Takeaway Consumption has  Significant Impact on Millennial Generation, Psychological Factors Affects  Food Consumption, Market Segmentation Affect Consumption Behavior

(Source: Obtained from SPSS Analysis Results)

Since the value of R is above 0.7, hence it can be said that the factors that have been identified and selected are the ones that are required for the fulfilment of the objectives of the current research that had been undertaken. This is further proved through the ANOVA (Analysis of Variance) test, the results of which are as follows.

Table: ANOVA Test

ANOVAa

Model

Sum of Squares

df

Mean Square

F

Sig.

1

Regression

153.410

4

38.353

48.733

.000b

Residual

153.465

195

.787

  Total

306.875

199

   a. Dependent Variable: Consumer  Behavior Play Significant Role in Driving Healthy Consumption Habits

b. Predictors: (Constant), Behavioral  Attributes Affect Consumption Towards Indian Food, Takeaway Consumption has  Significant Impact on Millennial Generation, Psychological Factors Affects  Food Consumption, Market Segmentation Affect Consumption Behavior

(Source: Obtained from SPSS Analysis Results)

Table: Coefficients

Coefficientsa

Model

Unstandardized Coefficients

Standardized Coefficients

t

Sig.

B

Std. Error

Beta

1

(Constant)

.458

.191

 2.395

.018

Psychological  Factors Affects Food Consumption

.267

.077

.254

3.486

.001

Takeaway  Consumption has Significant Impact on Millennial Generation

.267

.090

.254

2.969

.003

Market  Segmentation Affect Consumption Behavior

.303

.084

.285

3.604

.000

Behavioral  Attributes Affect Consumption Towards Indian Food

.006

.038

.008

.161

.872

a. Dependent Variable: Consumer  Behavior Play Significant Role in Driving Healthy Consumption Habits

(Source: Obtained from SPSS Analysis Results)

From the ANOVA test, it can be stated that consumer behaviour plays significant role in driving healthy and the same is also driven by the aspects of price. Furthermore, psychological factors affect food consumption, while takeaway consumption has significant impact on millennial generation. Furthermore, different behavioural attributes affect consumption towards Indian food as the market segmentation based on the same, affects consumption behaviour. Since the value of the factor “Behavioral Attributes Affect Consumption Towards Indian Food” has a significance level of more than 0.5 in the coefficients, hence, the null hypothesis can be rejected

Hypothesis Testing

Table: Univariate Testing

(Source: Obtained from SPSS Analysis Results)

(Source: Obtained from SPSS Analysis Results)

(Source: Obtained from SPSS Analysis Results)

(Source: Obtained from SPSS Analysis Results)

The significance or p value is observed to be 0.21 which is less than 0.5 (alpha value for 95% confidence level). Therefore, the null hypothesis can be rejected, which derives that the alternate hypothesis or H1 is true, proving that the market segmentation of Indian food takeaway in the UK is significantly based on the consumption behaviour of the native Consumers

4.4 Discussion

The Indian takeaway consumption industry is itself categorised under various categories depending upon the food they serve. They have originated from various regions of the India and constitutes as a broad category known as Indian food. Indians occupy quite a large population have been living in UK for a very long time which is why there are more Indian restaurants found in streets of UK than in the capital of India itself. The Indian takeaway consumption in UK has always experienced a steady rate of growth since inception as the not only the Indian but the original inhabitants of the nations are also found to have great interest in the Indian cuisines. There has been a dramatic change which took place in the food industry of UK which is known as the ‘consumption revolution’. After this revolution took place there has been fragmentation of demand which has been coupled with a concentration in the supply side of the market.

According to Mandel (2017), the cost of the food items is significant in relation to an individual’s perception relating to food selection.as well as final purchase. The relative spending capacity of an individual largely influences his or her food preferences and choices. On the other hand, as per Kearney (2010), the basic food cravings of an individual as influenced by psychological instinct primarily comprises of water. However, the food consumption preference increases to other food items and when the individual gradually learns about them. According to Aertsens et al. (2009), food consumption habits of customers primarily highlights their individual, choice, preference, taste and demand towards food. Bianchi and Mortimer (2015) has however provided a different viewpoint which states that the rapid influence of global food consumption habits is known to have the capability of influencing the people’s demand towards consuming international cuisines.  

According to Jain and Bagler (2015) the taste, aroma and exquisite culinary range offered by India has been highly appreciated by the foreigners and thereby resulted in its consumption level significantly. On the other hand, Srivastava (2015) has highlighted that the high degree of diversity existing in the number of food items available within the scope of Indian culinary retreats has been furthered considered to be a primary contributor to the enhancement of its consumption rate among the foreign nationals. From the current research, it has been identified that Indian food has been accepted in several of the international markets. It has also been established as per an article by The Hindu (2018) that the Indian food items span over a total global population of nearly 30 million, belonging from different cultural backgrounds and ethnicity. The millennial students extensively rely on take away consumption in relation to satisfying their needs and demands and food carvings. The take away food items are in high demand among the millennial generation of the society due to its easy availability and convenience in consumption. The same has also been established through the current research, as majority of the responding population has agreed to the factor.

The results that have been obtained through the analysis of the raw data, that have been acquired through the research survey, have provided the evidence that the behavioural aspects play a significant role in driving the consumption of Indian dishes and cuisines amongst the consumers of the United Kingdom. Furthermore, it has also been identified that the psychological and the economic factors play a more significant role in the consumption of the Indian food than the traditional, cultural or social factors of the individuals. Hence, it can be established that the Indian take away consumption amongst the customers of the United Kingdom is driven due to their behavioural aspects.

4.5 Summary

The analysis of the primary data acquired through the research survey has enabled the researcher in identifying and establishing the factors that are essential for the fulfilment of the research objectives. The results that have been obtained through the analysis of the data have proved that the behavioural aspect of the individuals play a significant role in influencing their consumption intentions of the Indian foods and dishes. Furthermore, it has also been established that the psychological factors play a significant role in influencing the consumers to have the Indian food. In addition, it has also been identified that the consumer behaviour that play a significant role in driving the habits amongst the consumers is the factor of “price”. The price of the food drives an individual to adopt to the kind of food habit that they would accept for their daily consumption. Since the price of the Indian dishes are generally lower when compared to other international cuisines, consumers tend to prefer the Indian dishes over other cuisines. Hence, it can be stated that through the current research, the aim and objectives of the research have been fulfilled and all the research question has been answered as well.

  Chapter 5 Conclusions and Recommendations

5.1 Conclusion

The food consumption habits vary from one person to another and is largely determined by a large number of factors such as cultural, economic and social aspects of consumers. The two aspects of consumption and behavioural attributes of consumers are largely governed by a large number of external entities. Providing quality food to the citizens of United Kingdom would help in gaining confidence relationship between the nations can be developed on a significant note. In fact, at the food table both the nations would come under a positive dialogue zone that would help in building strong friendship between the nations. In this context there are certain sectors that should be taken into account namely identifying the target consumers, understanding their tastes and preferences, developing policies and procedures, implementing them in the most comprehensive manner. It is one of the forums that would help in eliminating differences between the nations on a positive note. Indian cuisine is one of the most loved cuisine in UK.

Market segmentation plays a crucial role in building the platform that would be helpful in improving brand value thereby goodwill of the food products. Moreover, the research has been undertaken in this assignment wherein certain questions were asked to the respondents thereby answers were received from the respondents. Majority of the respondents were of the opinion that Indian food ignites the platform to all round development between the nations. In fact, understanding and gaining knowledge regarding a different culture and customs tends to promote brand value of the rich cultural heritage of India. In fact, food that is being cooked holds a certain history behind which adds to the enhancement in the brand value of the food at the global platform. Once brand value increases it adds to the enhancement in promoting and demand of the product at the global platform. Development by means of food and tourism tends to promote healthy friendship between the nations.

One of the challenging prospects is to maintain the momentum once gained. It is possible by continuous perseverance on the part of the operators of India. Proper and detailed training helps in gaining confidence thereby help in promoting on a continuous manner. In fact, providing insights regarding the rich culture and heritage of India to the ones in Britain would help in building love and respect between the two nations. It is important to note that food is the origin of productive development and would help in promoting goodwill among the nation on a significant manner. Social platform is the most exclusive means with regard to promoting food culture along with the recipes of the food. It helps in gaining audience thereby would help in building a corporate environment for the food industry in Britain. On a lighter note development should be on the part of both the nations so both are to come under a common platform to ignite friendship comprehensively.

Distribution should be undertaken thereby making inroads for demographic and geographic segmentation. Technology advancement should be undertaken by the seller thereby help in promoting and advertisement of the product at the global platform. Moreover, along with providing quality product thereby retaining the consumers should be the nature of the seller. One to one marketing is also one of the most crucial prospects that should be undertaken by the seller in order to strengthen sales at the corporate departments. Mass marketing should be promoted thereby making inroads for development simultaneously. Establishing momentum with regard to hyper segmentation would help in promoting one to one marketing. It is basically customising offer for every single individual. It has to be undertaken under the competitive environment. It helps to reinforce value proposition for the services delivered.

5.1.1 Linking with the Objectives

From the findings and discussions of the current research it can be ascertained that food is considered as that forum that helps in building friendship between two nations. It is the sector wherein citizens from both the nations remain under the common platform. It is important to note that culture of both the nations help in removing the differences that may be at stake between the nations. From the current research, it has been identified that the major factors that influence the consumers of the United Kingdom to opt for the Indian take away foods are majorly based on the behavioural attributes. Furthermore, the various social, psychological and economic factors also play an important role in driving the consumer segment to purchase the Indian take away foods. The market of the United Kingdom has been segmented in such manner that the consumers are attracted towards the Indian take away foods. The analysis of the primary data acquired through the research survey has enabled the researcher in identifying and establishing the factors that are essential for the fulfilment of the research objectives. The results that have been obtained through the analysis of the data have proved that the behavioural aspect of the individuals play a significant role in influencing their consumption intentions of the Indian foods and dishes. Furthermore, it has also been established that the psychological factors play a significant role in influencing the consumers to have the Indian food.  

The main objectives of the research were to analyse the factors which influence the consumer market of the Indian takeaway consumption, to deduce the inter-relationship between consumption habits and specialities that favour the takeaway segment for the Indian food items in the UK and to investigate the market segmentation technique for the Indian takeaway consumption. For the same, an extensive analysis has been conducted on the information that have been gathered through the primary quantitative research. The analysis has yielded the results that there exists a significant relation between the various behavioural factors and the market segmentation of the UK consumers, regarding the Indian takeaways.

5.2 Limitation

The primary research that was conducted for the current research was confined to survey through questionnaire. However, if there was sufficient time, or was provided with another chance, the primary research would have been conducted through face to face interview. This would have allowed me to acquire a better perspective regarding the view of the customers as well as their opinions regarding the Indian take-outs. The further limitations that are associated with the current research was that there was too much secondary information available regarding the Indian take away consumption, however, very limited information was available regarding the market segmentation. Hence, secondary research could not be conducted for the current research. Conducting a mixed research with primary and secondary data would have yielded better results.  

5.3 Recommendation

People in the Indian fast Food Industry

Millennial generations are attracted towards the blend of both the cultures. The number of restaurants in London is comparatively high as compared to the combined restaurants in Mumbai and Delhi. Indian food market is considered one of the most developed and multi cuisine sector in terms of providing quality food products to the people at large. Its untapped potential drives it to provide food services to the citizens residing in the United States. Growing importance in terms of food that is provided by packaged foods helps in driving the consumers towards it. Indian food is the blend of urban and rural food culture. Its biggest asset lies in the variety of foods that it provides to the consumers. Indian foods are generally homemade and provides the nourishment that helps in building brad value of the foodstuff. Bengalis run around 85% restaurants in the United Kingdom. The number of staffs in the United Kingdom goes to around 70000 employees (Bernstein and Brass, 2016).

In order to incorporate development and escalation in the functioning of food market segmentation plays a crucial role in upgrading momentum of the market at the foreign origin. In order to develop its functioning forward looking approach should be undertaken making way for productive development in the sector in the global platform. Some of the most prominent and dignified approach with regard to Indian food industry operating in United Kingdom includes:

Changing customer preferences

It is one of the most conclusive factors related to the functioning of food industry in United States. With the blend of flavour and exotic variety food industry is in the rise in the significant zone. Development is the key prospect with the inclusion of Indian and United Kingdom diasporas. When there is the amalgamation of both the cultures, it tends to promote universal brotherhood, health and harmony among both the countries (Tong et al., 2018). There has to be driving forces that tend to attract consumers towards the Indian restaurants. There has to be the mix and match of both the countries flavour with regard to the presentation of food to the consumers at large. It is the responsibility on the part of the Indian personnel in improving and proving the most convincing food services that tends to promote development in terms of enhancement in goodwill and services towards the consumers. Health and Wellness is the paradigm that should be applied at every point of time during the functioning. It is important to note that understanding the tastes and the preferences of the consumers leads to the adaptability of exclusive approach in providing quality services to the consumers at large. Adventurous palates should be the decisive ingredient in promoting Indian food culture. With the inclusion of fast and changing lifestyle, preferences of the consumers tend to be proactive in nature. Fresh recipes, healthy and nutritional ones tend to gain momentum in the functioning of food industry. Moreover, home delivery system adds to the growth and development in terms of income generating for food industry. Annual turnover goes to around 1.8 billion dollars (Davis et al., 2018).

Sustainability Strategy

Sustainability development strategy is the method that would help develop a measure related to the safety and the security of the individual. Innovative, productive, economy should be promulgated that would help in promoting social inclusion, sustainable communities, personnel wellbeing. Physical and natural environment helps in promoting health wellbeing awareness among the citizens. Producing safe and healthy products as per the requirements of the market seeks development in the long run. Commercial curry powder can be found in around 1780 outlets. Craving for curry is mainly for the stimulation in the taste buds.

Accessing to nutritious food along with providing accurate information of food products seeks to promote knowledge and wellbeing of the citizens in the most significant manner. Understanding the viability and the diversity of the economies relate to the urban and rural sector helps in promoting wellbeing of the society at large. Maintaining high standards related to the functioning of food management helps in developing industries in the specific sector in the significant manner. Ensuring a safe and hygienic environment helps in promoting high welfare of the society along with the enhancement in the food chain in a tremendous fashion. Around two third of the outlets in UK are food from Indian origin.

Sustainable business will help in developing the business strategies along with the ability to entertain the probability and meet consumer expectation thereby help in promoting competitiveness in the corporate field in the significant manner. For ascertaining the development, it is necessary to promote sustainable business, which will help in promoting income thereby help in delivering social, economic and wellbeing. Dematerialised goods and services would help in promoting selling, attuned with shifting customer aspirations thereby help in promoting and maintaining healthy supply chain (Cobb, 2014).

Some of the most prominent sectors related to safer food includes food management pack. It includes maintaining health and hygiene, application of aprons during cooking food, physical contamination of food, pest control measures, maintenance, keeping a check at the allergies that may sustain due to intake of food. Cleanliness should be maintained during preparation of food. Training and supervision of the staffs should be the basic parameter for the Indian restaurants.

Marketing Segmentation to be Followed by the Indian Takeaway and Fast Food Sector

Brand management clubbed with promotion is the decisive element in promoting development in the most comprehensive manner. Understanding the requirement of the market is the key aspect on the part of the traders dealing in food products. One of the pertinent aspects is related to promotion of food during the Indian festival thereby help in promoting food culture in Britain (Tait et al., 2016). It is known that some of the Indian festivals are popular and is being celebrated widely. The cuisines that are being prepared during the Indian festive in Britain tends to gain attention thereby help in promoting brand value thereby some of the local citizens are so moved by the hospitality that tend to learn the cuisines thereby help in building brand value thereby enhancement in the goodwill of the food in the global market. It is one of the most important segments that helps in promoting element of brotherhood, compassion, happiness, health and heartiness to the citizens residing abroad. It is important to note that development tends to promote global development between the nations bifurcating every difference thereby help in maintaining a forum that is unique and denotes friendship between the two cultures.

Market segmentation is one of the crucial aspects in developing market at the foreign origin. Market segmentation is dividing large markets with similar products similar to the needs and the requirements of the consumers. It is considered one of the most crucial strategical aspect that helps in promoting brand value thereby help in promoting brand value and goodwill in the most comprehensive manner. Understanding the requirements of the consumers is of utmost importance. Consumption of food on the part of the consumers should be understood thereby ways and means should be undertaken making way for productive development in the corporate segment (Kershen, 2017).

Understanding target audience is one of the crucial segments and therefore should be understood. Thereby policies related to providing goods to the consumers should be undertaken without any delay on the part of the officials. Understanding geographic, demographic, psychographic environment is the next crucial aspect that would help in promoting development with regard to the food industry. Apart for selling product profit texture should be calculated thereby help in gaining profit simultaneously. Socializing aspect tends to promote wellbeing and productive development on the part of the product at the corporate sector on a continuous manner.

5.3.1 Future Recommendation

The current research was focused more on the Indian take away foods and its demands in the UK market. The various trends and factors associated with the same has been explored in the current research. However, in the future, the demand on the Indian dine-in restaurants in the market of United Kingdom can be conducted as there are not many information regarding the same. In this manner, the difference in the demands and trends can be identified, between the takeaway consumption and demands for restaurants with dine-in facilities, so as to acquire an understanding as to which is preferred more by the consumers. This would also allow the researcher to study more about the behaviour and factors that are used by Indian dine-in restaurants to attract the customers.