CONSUMER PREFERENCE FOR FAST-FOOD OUTLETS IN MYSURU CITY OF KARNATAKA
| dc.contributor.advisor | Ganapathy, M. S. | |
| dc.contributor.author | KIRAN KUMAR, S. R. | |
| dc.date.accessioned | 2020-10-06T06:41:45Z | |
| dc.date.available | 2020-10-06T06:41:45Z | |
| dc.date.issued | 2019-09-04 | |
| dc.description.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. | en_US |
| dc.identifier.other | Th-12459 | |
| dc.identifier.uri | https://krishikosh.egranth.ac.in/handle/1/5810152526 | |
| dc.keywords | FAST-FOOD, OUTLETS, MYSURU CITY, KARNATAKA | en_US |
| dc.language.iso | English | en_US |
| dc.pages | 85 | en_US |
| dc.publisher | UNIVERSITY OF AGRICULTURAL SCIENCES GKVK, BENGALURU | en_US |
| dc.sub | Agricultural Marketing and Co-operation | en_US |
| dc.theme | FAST-FOOD OUTLETS IN MYSURU CITY OF KARNATAKA | en_US |
| dc.these.type | M.Sc | en_US |
| dc.title | CONSUMER PREFERENCE FOR FAST-FOOD OUTLETS IN MYSURU CITY OF KARNATAKA | en_US |
| dc.type | Thesis | en_US |