Periodicity.: October - December 2017
e-ISSN......: 2236-269X
Cover Image

An empirical study of various factors, influencing the behavior of consumers towards fast food joints in Indian Market

Sugandha Agarwal, Rafika Ben Guirat

Abstract


The global markets have witnessed major shifts in the consumers’ behavior that have been much influenced by the change of technology, innovation, research and development. The consumer’s needs thus dynamically change in order to respond to the change in the social and business environment. The corporate and business strategies of companies thus being developed in the light of capitalizing the potential from the markets but however, how the customers would react to the products and services of companies in new and existing markets remain the major question.

Customers belonging to different age groups flock towards these outlets to satisfy their taste buds and hedonistic needs. Out of all the age groups, the youngsters are considered to be the primary target by the fast food service industry. Hence, these fast food services try to lure its customers through sensory appeals.

It is well known that organized fast food services have already made their presence felt in a big way in almost all the major cities of India. The fast food outlets attract customers with their blend of tasty food, Quality of food served, efficient service, the appearance of staff, décor, general excitement a place generates and other aesthetic appeals. Organized as well as unorganized fast food service is a very fast growing industry in India especially in urban areas. 

The aim of this study is to investigate the factors that are influencing consumer behavior towards fast food joints present in unorganised form in India. It further aims to examine major growth drivers of fast food services in the market and the demographic profile of consumers of fast food services. This study aims to analyze that amount spent per visit to a fast food joint relates to the occupations and the income of customers. And the frequency of visiting fast food joints and preparation served at fast food joints are whether influenced by the dietary preference of customers. Organizations must analyze the consumer behavior which is largely influenced by number of socio-cultural, demographic and psychological factors. To differentiate itself from others in the market is the core purpose of organizations and to achieve this, an all-inclusive approach is essential to integrate all the crucial yet important factors that could improve the overall business strategy. Fast food joints realize the importance of factors that influence and affect the customer behavior and the potential of customer loyalty program in order to improve their brand image and company identity in the consumer market.


Keywords


Consumer Behavior; Business Strategies; Socio-Cultural Factors; Psychological Factors; Sensory Appeals; Demographic Factors

Full Text:

PDF HTML

References


ASHOK KUMAR, D.; SANKARAARAYANAN, S. (n.d.) Decision making styles of Indian youth toward organized fast food outlets. Retrieve from: http://www.aims-international.org/aims12/12A-CD/PDF/K484-final.pdf

BARRY, B.; JOEL, E.; MINI, M. (2013) Retail management (11th ed.). Pearson Publication.

BELK, R. W. (2011) Research in Consumer Behavior. Bingley, U.K.: Emerald Group Publishing Limited.

DANI, V.; PABALKAR, V. (2013) Exploring of consumer behavior towards fast food industry: a case study on Pune. Indian journal of applied research, v. 3, n. 9. Retrieve from: https://www.worldwidejournals.com/indian-journal-of-applied-research-(IJAR)/file.php?val=September

DEIVANAI, P. (2013) A study of consumer behavior towards fast food products with special reference to Domino’s Pizza. International research journal of business and management, n. 5.

GOYAL, P. (2015) A study of quick service restaurants with reference to consumers’ perception and their behavior in Delhi NCR Region. International journal of science, technology and management, v. 4, n. 1. Retrieve from: https://www.ijstm.com/images/short_pdf/1425961743_525.pdf

KERIN; HARTLEY (2016) Marketing: The Core, 6th ed., McGraw Hill Higher Education.

KHAN, M. A. (2006) Consumer Behaviour and Advertising Management. New Delhi: New Age International.

KPMG & FCCI. (2016) India’s food service industry: growth recipe: consumer market. Retrieve from https://assets.kpmg.com/content/dam/kpmg/in/pdf/2016/11/Indias-food-service.pdf

LEON, S.; KANUK, L.; KUMAR RAMES, S. (2013) Consumer behavior. (10th ed.). Pearson Publication

MILLER, R. K.; WASHINGTON, K. D.; RICHARD, K.; MILLER, A. (2014) Consumer Behavior 2014. Loganville, GA: Richard K. Miller & Associates.

NEERU, K. (2014) Principles of marketing. PHI Learning Pvt. Ltd.

NOEL, C.; SIDDHARTHA, S. (2014) Managing marketing: an applied approach. India: Wiley India Pvt. Ltd.

KOTLER, P.; KEVIN, K.; ABRAHAM, K.; MITHILESHWAR, J. (2014) Marketing management. (14th ed.). Pearson Publication

KOTLER, P.; ARMSTRONG, G. (2016) Principles of Marketing, 16th ed., Pearson Education limited

PRABHAVATI, Y.; KRISHNA KISHORE, N. T.; RAMESH KUMAR, M. (2014) Consumer preference and spending pattern in Indian fast food industry. International journal of scientific and research publications, v. 4, n. 2.

PR NEWSWIRE. (2015) India fast food market report 2015-2020: market is expected to grow at a CAGR of 18%. Retrieve from: http://www.prnewswire.com/news-releases/india-fast-food-market-report-2015---2020-market-is-expected-to-grow-at-a-cagr-of-18-505221141.html

RAJNEESH, K. (2014) consumer behaviour. Oxford University Press.




DOI: http://dx.doi.org/10.14807/ijmp.v8i4.657

Article Metrics

Metrics Loading ...

Metrics powered by PLOS ALM

Refbacks

  • There are currently no refbacks.


Copyright (c) 2017 Dr. Sugandha Agarwal

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

LIBRARIES BY

Logo Gaudeamus

Logo INDIANA

Logo CHENG KUNG

Logo UTEP

Logo MOBIUS

Logo UNIVEM

Logo Kennedy

Logo Columbia

Logo UCS

Logo MSG/UFF

Logo OPT

Logo Biblioteca Professor Milton Cabral Moreira

Logo UFL

Logo ULRICHSWEB

Logo UNISA