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Consumers' Satisfaction towards Branded Fast Food Restaurants in Erode City


Affiliations
1 Department of Commerce (B & I), Vellalar College for Women (Autonomous), Erode – 638012, Tamil Nadu, India
2 Department of Commerce, Vellalar College for Women(Autonomous), Erode - 638012, Tamil Nadu, India
 

The restaurant industry being the largest service sector has a significant role in Indian economy. In today’s fastest walk of the day, fast food restaurant holds a pivotal position in restaurant industry. Among the various fast food restaurants in Erode City, the perception of consumers differs between branded and non-branded fast food restaurants. The growth in population, changing culture, trends in fashion, innovation in food items have led to the growth of fast food restaurants. In this aspect, the present research probes into the level of consumers’ satisfaction towards branded fast food restaurants by employing Chi-square Test. Further, the problems faced in utilising the services of fast food restaurant is analyzed with Weighted Average Ranking. The result showed that gender, age and monthly family income have significant association with the level of satisfaction towards fast food restaurant and more number of respondents faced the problem of consuming high fat content food items.

Keywords

Problems, Restaurant, Satisfaction and Service Sector.
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  • Consumers' Satisfaction towards Branded Fast Food Restaurants in Erode City

Abstract Views: 430  |  PDF Views: 453

Authors

P. Janaki
Department of Commerce (B & I), Vellalar College for Women (Autonomous), Erode – 638012, Tamil Nadu, India
S. Keerthana
Department of Commerce, Vellalar College for Women(Autonomous), Erode - 638012, Tamil Nadu, India

Abstract


The restaurant industry being the largest service sector has a significant role in Indian economy. In today’s fastest walk of the day, fast food restaurant holds a pivotal position in restaurant industry. Among the various fast food restaurants in Erode City, the perception of consumers differs between branded and non-branded fast food restaurants. The growth in population, changing culture, trends in fashion, innovation in food items have led to the growth of fast food restaurants. In this aspect, the present research probes into the level of consumers’ satisfaction towards branded fast food restaurants by employing Chi-square Test. Further, the problems faced in utilising the services of fast food restaurant is analyzed with Weighted Average Ranking. The result showed that gender, age and monthly family income have significant association with the level of satisfaction towards fast food restaurant and more number of respondents faced the problem of consuming high fat content food items.

Keywords


Problems, Restaurant, Satisfaction and Service Sector.

References





DOI: https://doi.org/10.15613/hijrh%2F2019%2Fv6i2%2F190585