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Authors
Affiliations
1 Department of Agricultural and Rural Management, Tamil Nadu Agricultural University, Coimbatore, Tamil Nadu, IN
2 Department of Agricultural Marketing, Co-operation and Business Management, University of Agricultural Sciences, GKVK, Bengaluru, Karnataka, IN
Source
International Journal of Education and Management Studies, Vol 8, No 1 (2018), Pagination: 108-111
Abstract
India's market is expected to grow, given the changing consumer preferences and the largest youth population. American foods have emerged as the latest preferred choice for people in today's fast-paced, mobile societies who no longer have time to cook and prepare food in the traditional manner, yet who want meals that are nutritious and that tastes good. This study intents to analyze if the consumption of important American food dishes in American Food Restaurants (AFR) is influenced by monthly income, family type, family size and food habit of the consumers. Primary data was collected from McDonald's, Pizza Hut, Domino's, KFC, Papa Johns, Subway and Taco Bell from 90 consumers in Bengaluru city using a structured and pre-tested survey schedule in the year 2015 which was analysed using the Chi-square test. Results pointed out that there is impact of income level and family type while there is no impact of family size and food habit on the important American dishes consumed in AFR's. This study will benefit AFR's and they can therefore evolve technology to maintain the database of consumers and use this for consumer analysis.
Keywords
American Food Restaurants, Chi-Square Test, Fast Foods, Mobile, Standardization.
