P/M/296. Dissertation. Market research for ájunk-food business in Canada

The aim of the dissertation is to examine whether there is a market for a healthy fast-food outlet in Sherbrooke (Canada, Quebec province). In the first chapter, the innovative áhealthy fast-food concept is considered in general terms. The objective of the first chapter is to investigate whether current sociological trends such as the áanti-McDonaldization movement, obesity levels etc. suggest that this concept should be developed further. The Literature review focuses on Ritzer's áMcDonaldization' theory and the concept of the áefficiency dimension. The second chapter, through an analysis of the regional eating habits and expenditure trends, narrows the focus to the Quebec region and seeks to establish whether current regional trends suggest that there is a market for a healthy fast-food outlet and, if so, what type of clientele may be interested in the concept. The objective of the third chapter, is to approach the question from a different angle, that is using the methods of standard market research (competitors' analysis & questionnaire) and to show that there is a potential market gap to be exploited in Sherbrooke. The dissertation concludes that there is a demand for healthy fast-food in Sherbrooke, although the lack of accessible data on Canadian eating-out trends has to be considered when interpreting the findings. The paper is supplied with illustrative charts, tables and appendices.