Professional Documents
Culture Documents
1050pm 12.epra Journals-5845
1050pm 12.epra Journals-5845
Karunambigai. L
Student of III B.Com PA, Department of Commerce with Professional Accounting
Dr. N.G.P. Arts and Science College, Coimbatore
Mr. R.Mayilsamy
Assistant Professor, Department of Commerce with Professional Accounting
Dr. N.G.P. Arts and Science College, Coimbatore
ABSTRACT
The powerful fragmentation of consumers nowadays, represents a tendency that should be taken into consideration,
in order to identify and improve the quality dimensions of the products which are important for each category of
consumers. Young people are not concerned with food preparation and that is why, they prefer to go out for their
meals. They usually go to fast-food restaurants, especially when there is nobody to cook for them (while they study
away from home) and also when they want to socialize. Although they have the necessary knowledge about the
nutritional value of food and its effects on their body, they don’t act accordingly. Fast – food restaurants are
famous because they serve the food very fast, they are cheap and they easily replace homemade food. Although
people, who are usually very busy working, find fast-foods advantageous, we should all be aware of the fact that
fast-food products are high in calories, fats, sugar and salt. Even so, young people admit that it is very difficult for
them to change their food habits - especially because they don’t have time and discipline to do it. The accessibility
of the location is another motive for young people to prefer fast-foods. Unlike the restaurants, which are located in
less accessible areas for the young people, fast-foods are located in their way towards their home or downtown, and
they are more numerous. Easiness of finding a fast-food could be associated with the lack of time or the hurry.
Choosing one particular fast-food depends on its flexibility and capacity to adapt to young people’s needs.
KEY WORDS-Consumer Satisfaction, Favours towards KFC, Preference of Fast Food
INTRODUCTION of them are widely spread over the metro cities like
Multinational fast food outlets initially faced Chennai, Mumbai, Delhi, Kolkata, Hyderabad, Pune
protests and non-acceptance from Indian consumers. etc. Service quality is the key factor contributing
This was due to primary perception that these fast towards preference of international fast food
food players serve only chicken and do not serve restaurants. A study on the customer’s perception
vegetarian meals. In addition, fast food is perceived towards KFC fast food outlets in Coimbatore city
expensive besides being out-of-way meals in Indian helps for further development and growth of the
culture. Today, fast food industry is getting adapted company to a greater extent.
to Indian food requirements and is growing in India.
It is gaining acceptance primarily from Indian youth OBJECTIVES OF THE STUDY
and younger generations and is becoming part of life. To identify existing opportunities for KFC
Keeping in view the Indian habits and changing fast food restaurants at Coimbatore.
preferences towards food consumption, this study has The overall objectives of the study is to
its focus to understand the factors affecting the analyse the fast food consumption and
perception of Indian youth, in the age group of 20-30 lifestyle of consumer segments for
years, towards consumption of fast food outlets. developing the marketing strategies in fast
food
STATEMENT OF THE PROBLEM To know the attitude of the customers
In the past few years a number of MNC fast towards fast food consumption and their
food outlets have opened up in India. A huge number expectations from the outlets.
INTERPRETATION
The table 4.1.12 shows that out of 126 INFERENCE
respondents, 48.4% of the respondents prefer spicy Majority 48.4% of the respondents prefer
flavor, 26.2% of the respondents prefer crispy, 17.5% spicy flavor the most.
of the respondents prefer grilled and 7.9% of the
respondents prefer other flavors.
INTERPRETATION Likert scale value 2.5 which are greater than the mid
From the above table 4.2.3, it shows the level of value (2), so the consumer is satisfied with the taste.
satisfaction of the respondents regarding fast food in
KFC.
RANK ANALYSIS
TABLE SHOWS MOST INFLUENCE DECISION TO EAT KFC
(RANKING ANALYSIS)
S.NO FACTORS RANK RANK RANK TOTAL RANK
I II III SCORE
1 Brand 70(3) 50(2) 6(1) 316 1
2 Quality 40(3) 74(2) 12(1) 280 5
3 Taste 70(3) 46(2) 10(1) 312 2
4 More New 34(3) 75(2) 17(1) 269 6
Products
5 Good 50(3) 67(2) 9(1) 293 4
Environment
6 Good Service 50(3) 68(2) 8(1) 294 3
7 Reasonable 32(3) 64(2) 30(1) 254 7
Price
(Source: Primary Data)
Likert scale value 2.1 which are greater than our study of consumer preference. However, many
the mid value (2), so the customer is seek to understand the behavior of consumers for
satisfied with the more new products. what are thought to be more immediate and tangible
Likert scale value 2.3, which are greater reasons.
than the mid value (2), so the customer is The average fast food consumers prefer
satisfied with the good environment in KFC. KFC restaurant occasionally for evening time. Fast
Likert scale value 2.3, which are greater food consumers eat in for the change and not because
than the mid value (2), so the customer is of their nutritional superioity over homemade meals.
satisfied with the good service.
Likert scale value 2.01, which are greater REFERENCE
than the mid value (2), so the customer is 1. D.P.SUDHAGAR(2017), exploring fast food
satisfied with the price. outlets food quality in India-an exploring
study on consumer dining expectations and
SUGGESTIONS industry perrformances, Int. J. Business
Foerecasting and Marketing Intelligence,
From the study we can find out that the
Vol.3.No. 1,2017.
consumer preference towards fast food on society is 2. ASHAKIRANI & DEEPTI R2 (2012). Fast
quite high, fast food will be great difficulty to foods and impact on health Vol. 1. No2, JULY-
maintain the health, some of the suggestions based on Dec.2012 ISSN 2231-4261
the study are as follows, 3. ANITHA GOYAL AND N.P. SINGH (2007),
The conclusion is that when compared to Consumer perception about fast food in India;
other outlets the customers are satisfied with the an exploratory study. Vol.No.2 183-195
varieties, cleanliness and the employee behaviour of
the outlet which lead to increase in the sales of the
restaurant.
Any customer survey is a means of getting
valuable inputs from the customer and interpreting
then to provide valuable feedback to the users of the
information. This study is done with that objective
only. From the study it can be concluded that the
overall level of satisfaction of the respondents with
regard to the service rendered at the fast food outlets
is satisfactory. The study has brought out the
customer preference of fast food and fast food outlets
and also the factors that need to be improved.
CONCLUSION
The study reveals that young people
mentioned as being of major importance when
choose a fast food KFC restaurants are the food and
beverages taste, freshness and consistency, the
physical environment- including the hygiene
cleanliness, spatial layout and functionality,
atmosphere and ambient conditions and qualities,
taste, convenience and alternate to home food where
found to be major reasons for consuming fast food by
the young consumers. Young consumers are
spending considerable amount of their income for
eating outside due to convenient life style as it saves
their time. Young consumers preferred major fast
food restaurant as KFC types such as sandwiches,
pizzas and burgers with spicy flavors.
A large amount of additional time is spend
thinking about products and services, talking to
friends about them, and seeing or hearing
advertisements about them. In addition, the good
people eat and the manner in which they use them
significantly influence how they live their daily lives.
These general concerns alone are enough to justify