Assignment1: Research Proposal &amp Plan

Whypeople in Abu Dhabi are attracted to junk food?


1.0 Introduction 4

1.1 Objectives 4

2.0 Background and Significance 4

2.1 Abu Dhabi Food Control Authority 4

2.2 Swot Analysis ADFCA 5

2.3 Problem Statement 5

2.4 Significance of the study 5

3.0 Research Design and Methods 6

3.1 Research design 6

3.2 Research Sample 6

3.3 Data Collection 6

3.4 Data Analysis 7

3.5 Timetable for Research Activities 7

4.0 Ethical Consideration 7

5.0 Limitations of the study 8

6.0 Conclusion 8

7.0 References 9

AcademicHonesty Statement

Ihereby confirm that this proposal is my own work. All the informationherein is my individual effort and all borrowed information have beenappropriately acknowledged.

1.0 Introduction

AbuDhabi fast food industry is one of the biggest in the region. Fastfoods in Abu Dhabi are such a popular delicacy to an extent that itwas once being served in hospital and school canteens. This issueprompted the Abu Dhabi Food Control Authority to intervene and reduceor ban the sell junk foods in schools and hospital environments(Zikmund et al., 2012). This research is intended to unearthing thereason unto why people in Abu Dhabi are attracted to junk food.

1.1 Objectives

Thisresearch is aimed at achieving two objectives:

1.To understand why people prefer fast food over other foods in AbuDhabi.

2.To explore the opportunities for fast food industry in Abu Dhabi.

2.0 Background and Significance2.1 Abu Dhabi FoodControl Authority

TheAbu Dhabi government is keen on promoting health awareness among itscitizens. Through Abu Dhabi Food Control Authority (ADFCA), thegovernment tends to control and ensure food safety, guarantee thequality of food for population use and carry out the necessaryresearch regarding food safety. The authority is also responsible forfood safety as well as agriculture in Abu Dhabi (Al-Kandari &ampJukes, 2011). Their task include educating or creating awarenessabout food safety in public, as well as enforcing rules andregulations on food use and also liaises with other government bodiesand non-governmental organization to achieve food safety in thecountry (Abu Dhabi Food Control Authority, n.d).

2.2 Swot AnalysisADFCA



  • It has different systems that help in regulating food and agricultural products.

  • It is the only government body mandated to carry out food control in Abu Dhabi.

  • The authority has experience in handling of food, animal and agriculture issues gained through the years (Abu Dhabi Food Control Authority, n.d).

  • The authority has several responsibilities which are not easily achieved.

  • Too many policies within the organization have made it difficult to implement its goals.



  • The authority can engage more in research and development to improve its work.

  • There are several organizations supporting the authority both governmental and private.

  • There are several laws that may hinder the authority in dispensation of its duties.

  • Population’s increasing demand for products may affect the authority’s work.

2.3 Problem Statement

Overconsumptionof junk food is associated with different health risks includingdiabetes, heart diseases, and certain cancers to mention a few. Theeating of fast food in Abu Dhabi remains high and businesses need tounderstand why this is the trend if they are to penetrate thismarket.

2.4 Significance ofthe study

Beforeentering into a new market, every business needs to understand themarket trends and more importantly the behavior of consumers.Therefore there is need to establish the reasons why people in AbuDhabi are attracted to fast foods. This will help in developingstrategies to influence the market. This may also mean giving ADFCAmore powers to determine what suppliers or restaurants need to sellto the people.

2.5 Research hypothesis

Peoplein Abu Dhabi prefer junk food because they are readily available andaffordable.

3.0 Research Design and Methods3.1Research design

Acase study on a section of AbuDhabi residents will be conducted. Primary research will be employedand will include interviews. In addition, secondary research willentail finding information from the Abu Dhabi Food Control Authoritywebsite to help inform the research.

3.2 Research Sample

Asaforementioned in the design, participants of this study will beresidents of AbuDhabi. A total of 100 participants will be included in the study.Half of the sample will be working class, 25 college going students(who are above 18 years) and 25 of the participants will be schoolgoing children between ages 12 and 17.

3.3Data Collection

Datacollection will be done through guided interviews. The interview willtake about 5 to 10 minutes each. The interviews will containquestions that will help understand why junk food is popular amongthe population. Interviews are a good way of extracting first handinformation regarding a subject hence they were preferred in thisstudy (Verd, 2004).

3.4Data Analysis

Datawill be analysed through theoretical analysis whereby the consumerbehaviour identified through research will be analysed in relation toconsumer behaviour theories including utility theory, of demand, lawof diminishing marginal utility, indifference preference theory(Solomon et al., 2014). These theories will be identified in relationto the research hypothesis.

3.5Timetable for Research Activities



Proposed Start&nbspdate&nbsp

Proposed Terminal&nbspdate

Study of Literature on Abu Dhabi Food Industry


20th September 2015

27th September 2015

Seeking Authorization from ADFCA and other &nbspAuthorities


28th September 2015

29th September 2015



30th September 2015

4th October 2015

Data Collection

2 months&nbsp

5th October 2015

5th November 2015



6th November 2015

27th November 2015


4.0 Ethical Consideration

Permissionto conduct the study will be sought from the Abu Dhabi Food ControlAuthority as well as from the University management. In addition,participants will be briefed and participation will be voluntary andanonymity will be observed (Verd, 2004).

5.0 Limitations of the study

Themajor limitation is lack of sufficient literature concerning thereasons why people are attracted to junk food. Alternatively, thestudy can utilize online questionnaires to reach a larger population.This will also help in saving time and resources as onlinequestionnaires are easy to administer.

6.0 Conclusion

Thecurrent study aims at exploring the reasons unto why people in AbuDhabi are attracted by junk food. The study makes use of qualitativeand quantitative methods. This is in line with course learningobjective 2 on quality management tools whichis to analyzehow qualitative and quantitative analytical tools supportdecision-making in managing an organization. In addition, thisresearch will enable Abu Dhabi Food Control Authority in improvingits work in quality management as stated in course learningobjective 5 on quality management toolswhich is to evaluate the effectiveness of analytical tools to improvequality management in organizations. Finally, the project willutilize project and process management tools in supporting strategicplanning of ADFCA. This is in line with Strategic Decisions withManagementScience learning objective 3which is to explain how project and process management tools supportstrategic planning decisions.

7.0 References

AbuDhabi Food Control Authority (n.d). Abu Dhabi Food Control Authority.Retrieved http://www.adfca.ae/english/pages/default.aspx (Accessed9/9/2015)

Al-Kandari,D., &amp Jukes, D. J. (2011). Incorporating HACCP into national foodcontrol systems-Analyzing progress in the United Arab Emirates. FoodControl,22(6),851-861.

Solomon,M. R., Dahl, D. W., White, K., Zaichkowsky, J. L., &amp Polegato, R.(2014). Consumerbehavior: buying, having, and being.Upper Saddle River, NJ: Prentice Hall.

Verd,J. M. (2004). Qualitative research methods.

Zikmund,W., Babin, B., Carr, J., &amp Griffin, M. (2012). Businessresearch methods.Cengage Learning.