CONSUMER PREFERENCE FOR FAST-FOOD OUTLETS IN MYSURU CITY OF KARNATAKA
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Date
2019-09-04
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UNIVERSITY OF AGRICULTURAL SCIENCES GKVK, BENGALURU
Abstract
The consumption pattern of food has undergone a metamorphic change in the
recent past. The present study analyses the consumer preference for Fast-Food Outlets
(FFO) in Mysuru city. The objectives of the study were to document the major Fast food
outlets in Mysuru city, to study the consumer preference towards different food items, to
analyse the factors influencing the consumption pattern of food items and to find out the
effect of marketing strategy on consumer preference. The data was collected from 100
consumers of Fast foods at different FFO’s in Mysuru city and was analyzed using
Measures of Central Tendency, Chi-square test, Factor analysis and Garret’s ranking
technique. Consumers preferring Fast foods were below 30 years, males, graduates, South
Indians, single, non-vegetarians and students. Ethnic outlets were the most favoured for
eating out and evening was their most preferred time. Foods being healthy, with classy
sensory attributes, better nutrition, wide choice of menu, ambience of the outlet, affordable
prices, popularity of the outlet were the attributes perceived by consumers about Fast foods.
Consumers frequented FFO’s monthly at evening and night with their families in order to
break the monotony and spent Rs. 1000-2000 on eating Fast foods per month. There is
impact of age and income level while there is no impact of gender and occupation on
important Fast food dishes consumed. The FFO market is still very nascent, there is ample
space for more brands to come in and coexist with different marketing strategies and
opportunities to tap the market potential and to attract the youth segment given that Mysuru
consumers are more open to trying different kinds of food.