International Journal of Commerce & Business Management

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

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
     

   Subscribe/Renew Journal


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.
Subscription Login to verify subscription
User
Notifications
Font Size


  • Bargiota, A., Delizona, M., Tsitouras, A. and Koukoulis, G. N. (2013). Eating habits and factors affecting food choice of adolescents living in rural areas.Hormones, 12 (2): 246-253.

  • Cunha, L.M., De Moura, A.P., Lima, R.C. and Frias, A. (2010). Valorisation of menu labelling at fast food restaurants: Exploring consumer perceptions. Brazilian J. Food Technol., 19 (21): 55-64.

  • Curtis, K. R., Mccluskey, J. J. and Wahl, T. (2006). Consumer preferences for western-style convenience foods in China. China Econ. Rev., 18 (1): 1-14.

  • Ghimire, A. J. (2012). Service quality and customer satisfaction in the restaurant business - Case study of restaurant Sagarmatha in Vantaa. M.Sc (Tourism) Thesis, Central Ostrobothnia University of Applied Sciences., Kokkola-Pietarsaari.

  • Grier, S. A., Mensinger, J., Huang, S. H., Kumanyika, S. K. and Stettler, N. (2007). Fast-food marketing and children’s fast-food consumption: Exploring parents influences in an ethnically diverse sample. J. Public Policy & Mktg., 26 (2): 221-235.

  • Grunert, K.G. (2005) Food quality and safety: Consumer perception and demand. European Rev. Agric. Econ., 32 (3): 369-391.

  • Ibrahim, Y. and Vignali, C. (2005). Predicting consumer patronage behaviour in the Egyptian fast food business. Innovative Mktg.,,1 (2): 60-76.

  • Kara, A., Kaynak, E. and Kucukemiroglu, O. (1995). Marketing strategies for fast-food restaurants: A customer view. Internat. J. Contemporary Hospitality Mgmt., 7 (4): 16-22.

  • Kim, K.W., Ahn, Y. and Kim, H. M. (2004). Fast food consumption and related factors among university students in Daejeon. Korean J. Community Nutr., 9 (1) : 47–57.

  • Koc, B. and Ceylan, M. (2012). The effects of social economic status of consumers on purchasing, behaving and attitude to food products: Case study of Van, Turkey. British Food J.,114 (5): 728 – 742.

  • Koutroulou, A. and Tsourgiannis, L. (2011). Factors affecting consumers purchasing behaviour towards local foods in Greece: The case of the Prefecture of Xanthi. Scientific Bull. - Econ. Sci.,10 (2): 16-18.

  • Kubendran, V. and Vannirajan, T. (2005). Comparative analysis of rural and urban consumers on milk consumption. Indian J. Mktg.,35 (12): 27-30.

  • Raghavendra , H. N. (2007). An analysis of meat consumption pattern and its retailing : A case of Dharwad district. M.Sc. (Ag.) Thesis, University of Agricultural Sciences., Dharwad, Karnataka (India).

  • Rahmawaty, S., Charlton, K., LyonsWall, P. and Meyer, B. J. (2013). Factors that influence consumption of fish and omega-3 enriched foods: A survey of Australian families with young children. Nutr. & Dietet., 70 (4): 286 - 293.

  • Robson, S. K. A. (1999). Tuming the Tables: The psychology of design for high-volume restaurants. Cornell Hotel and Restaurant Administration Quarterly, 40 (3): 56-63.

  • Ucar, A., Ozdogan, Y. and Ozcelik, A.O. (2011). Consumer attitudes towards food consumption and purchase in Turkey. Nutr. Res. & Practice, 5 (4): 313–321.

  • Usha, V. (2007). A study on buying behaviour of consumers towards instant food products in Kolar district. MBA (ABM) Project Report, University of Agricultural Sciences., Dharwad (Karnataka) India .

  • Varun, T. C. (2008). Consumption behaviour of coffee and tea in Karnataka. M.Sc. (Agricultural Economics) Thesis, University of Agricultural Sciences., Dharwad (Karnataka) India .

  • Wein, E. E., Freeman, M. M. R. and Makus, J. C. (1996). Use of and preference for traditional foods among the Belcher Island Inuit. Arctic., 49 (3): 256–264.

  • Williams, P. R. D. and Hammitt, J. K. (2000). A comparison of organic and conventional fresh produce buyers in the Boston area. Risk Analysis, 20 (5): 735-746.

  • http://www.assocham.org/publications.php/2016 (ASSOCHAM).

  • http://www.hospitalitybizindia.com/2016.

  • http://www.nrai.org/home.html/2016 (National Restaurant Association of India).


Abstract Views: 295

PDF Views: 0




  • A Study on the Consumer Patronage for Quick Service Restaurants

Abstract Views: 295  |  PDF Views: 0

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