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A Study on the Consumer Patronage for Quick Service Restaurants


Affiliations
1 Department of Agricultural and Rural Management, Tamil Nadu Agricultural University, Coimbatore (T. N.), India
2 Department of Agricultural Marketing, Co-operation and Business Management, University of Agricultural Sciences (G.K.V.K.), Bengaluru (Karnataka), India
     

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The value of the Indian restaurant market is expected to escalate to Rs. 51,000 crore by 2021.The study lays emphasis on the factors prompting and inducing the consumption of American food from American Food Restaurants (AFR) by the consumers in Bengaluru city apart from providing the necessary recommendations and suggestions to the AFR’s. Primary data was collected from 90 consumers of American foods in Bengaluru city using a schedule and the data obtained was analysed byfactor analysis. The findings revealed that six factors; namely service quality, affordability and psychological factors, convenience and experience orientation, health and ambience, food quality and enjoyment and psychological dimension influenced the consumption of American food from AFR’s by the consumers.The study recommends the restaurant managers to perform a detail demand survey at regular intervals to know about the unique needs and requirements of their customers.

Keywords

Ambience, Bartletts Test, Casual Dining, Fine Dining, KMO Measure.
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  • A Study on the Consumer Patronage for Quick Service Restaurants

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Authors

Pooja S. Bhat
Department of Agricultural and Rural Management, Tamil Nadu Agricultural University, Coimbatore (T. N.), India
T. N. Venkata Reddy
Department of Agricultural Marketing, Co-operation and Business Management, University of Agricultural Sciences (G.K.V.K.), Bengaluru (Karnataka), India
P. K. Mandanna
Department of Agricultural Marketing, Co-operation and Business Management, University of Agricultural Sciences (G.K.V.K.), Bengaluru (Karnataka), India

Abstract


The value of the Indian restaurant market is expected to escalate to Rs. 51,000 crore by 2021.The study lays emphasis on the factors prompting and inducing the consumption of American food from American Food Restaurants (AFR) by the consumers in Bengaluru city apart from providing the necessary recommendations and suggestions to the AFR’s. Primary data was collected from 90 consumers of American foods in Bengaluru city using a schedule and the data obtained was analysed byfactor analysis. The findings revealed that six factors; namely service quality, affordability and psychological factors, convenience and experience orientation, health and ambience, food quality and enjoyment and psychological dimension influenced the consumption of American food from AFR’s by the consumers.The study recommends the restaurant managers to perform a detail demand survey at regular intervals to know about the unique needs and requirements of their customers.

Keywords


Ambience, Bartletts Test, Casual Dining, Fine Dining, KMO Measure.

References