In the name of Allah,

the most Beneficent

and Merciful
Thesis Proposal by
Fahad ul Hasan
&
Shazia Iqbal

MBA-10 (Marketing)
 Topic

“Influence Of Cultural Factors & Lifestyles

On Consumers Buying Behavior Towards
Fast Food Items”
Introduction
The survey looks at how the cultural factors and lifestyles influences on
consumers buying behavior towards fast food items.
Due to different cultures and lifestyles, consumers feel difficulty in buying fast
food items.
Not only the culture but subculture, social class and lifestyles are some of the
factors, which play an important role in the influence of consumers buying
towards the fast food items.
Are people eating out in restaurants more often or not?
How is taste preferences developed towards fast foods?
How much are consumers shifting from their traditional foods to foreign
cuisines? Is all to be studied.
Scope of Study
This study will explore the degree to which and what cultural factors influence the
Pakistani consumers buying behavior towards fast food items.

Objectives
• The main objective of the study is to find how the consumer buying behavior
is influenced by cultural factors and lifestyles.
• To study the culture influences in terms of culture subculture and social class
• How do Lifestyles influence the consumer buying behavior towards fast food
items
• The relationship between these variables that influence buying behavior
• To make workable recommendations in the light of the findings of the study
Motivation
The basic motivation in the selection of this topic is our level of interest. In our
opinion, this study aims to analyze which needs to look upon because people
in Pakistan are having different backgrounds to others. Everyone looks at fast
food items in different prospective. This is very important for fast food industry
to study and understand consumer behavior. It is essential to study such areas,
as the study has great importance for the existing and new coming fast food
chains.
Research Methodology
Theoretical Framework
Independent Variables Dependent Variable
• Culture Consumer Buying Behavior
towards
• Subculture fast food items
• Social class
• Life Styles
Culture Consumer
•Culture Buying
Subculture Behavior
Social class towards fast
Lifestyles food items

Dependent
Independent Variable
Variable
Hypothesis
“There is a positive relationship between culture and consumer buying behavior
towards fast food items”
“There is a positive relationship between subculture and consumer buying
behavior towards fast food items”
“There is a positive relationship between social class and consumer buying
behavior towards fast food items”
“There is a positive relationship between lifestyles and consumer buying behavior
towards fast food items”

Research Type
• Descriptive
Sampling Size & Technique
• Approximately 400 – 500 between age group 16 – 50 years
• Convenience Sampling

Data Collection & Analysis

• Self Administrative Questionnaires
• Regression & correlation Analysis using SPSS

Limitations
• Time Constraint
• Sample Size
• Financial Constraint