Impact of Marketing Mix on Consumer Experience in fast food industry in Jammu

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Date
2018-10
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Sher-e-Kashmir University of Agricultural Sciences and Technology of Jammu, Jammu
Abstract
The present study investigation entitled “Impact of Marketing Mix on Consumer Experience in fast food industry in Jammu” was carried out on the basis of primary as well as secondary data.150 respondents from Jammu city were selected for the study purpose. The present research is of descriptive research nature and convenience sampling tools were used in the present study. The study aims at analyzing marketing mix of a chosen fast food companies. The theoretical part of the work deals with function and role of marketing mix and explains each element of marketing mix. The study showed that in year 2014-2015, the revenue was calculated as US $ 495 followed by US $ 510 in year 2015-2016 followed by US $ 535 in year 2016-2017 and US $ 542 in year 2017-2018 respectively. The results also revealed that the fast food industry outlets have increased from 2010-2011 to 2017-2018.The figure showed that in year 2010-2011, the fast food outlets numbers was found to be 1858 and 2359 respectively in years 2011-2012, and 2017-2018 respectively. The study also depicted that the majority of the respondents visiting both the fast food outlets fall under age group of 21-35 years as young generation are highly fond of products of these fast food outlets in sample area. The result showed that the respondents are of the opinion that products of the Domino’s fast food outlets in the sample area were found expensive but still payable (52 per cent) followed by reasonable (35 per cent) In terms of McDonald’s the respondents are of the opinion that the products of this fast food outlet are Expensive but still payable (49 per cent) followed by reasonable (37 per cent) respectively. Among various factors viz: services, value for money, fun, quality and others. The result found that Quality (40 per cent) in dominos and (29.33 per cent) in McDonald’s. The result in terms of various factors as per their experience and perception towards McDonald’s revealed that among the various factors of perception, the results depicted that the most influential factor among the various perception factors was found as Brand (70.26 per cent) as the fast food outlet in the sample area actually has earmarked its image due to brand positioning and brand equity. The study revealed that in terms of marketing mix, the product element among the various marketing mix elements are found to be higher in both the fast food outlet units in the sample area.
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