SJIF Impact Factor: 7.001| ISI I.F.Value:1.241| Journal DOI: 10.

36713/epra2016 ISSN: 2455-7838(Online)

EPRA International Journal of Research and Development (IJRD)
Volume: 5 | Issue: 12 | December 2020 - Peer Reviewed Journal

A STUDY ON CONSUMER’S PREFERENCE TOWARDS

FAST FOOD SERVICE WITH SPECIAL REFERENCE
TO KFC IN COIMBATORE CITY

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.

2020 EPRA IJRD | Journal DOI: https://doi.org/10.36713/epra2016 | www.eprajournals.com |59 |

 SJIF Impact Factor: 7.001| ISI I.F.Value:1.241| Journal DOI: 10.36713/epra2016 ISSN: 2455-7838(Online)
EPRA International Journal of Research and Development (IJRD)
Volume: 5 | Issue: 12 | December 2020 - Peer Reviewed Journal

RESEARCH METHODOLOGY LIMITATIONS OF THE STUDY

DATA COLLECTION The following are the limitations of the
Both primary and secondary data were used. study:
PRIMARY DATA  The respondent of this study belongs to
Primary data is the data that is collected for Coimbatore city.
the first time by the researcher. The primary data are  The limitation of convenience sampling
collected with specific set of objective to assess the method is applied to this study.
current status of any variable studied. The primary  The time period of the study was limited.
data were collected using structure questionnaire in
Google form.
REVIEW OF LITERATURE
D.P. SUDHAGAR (2017)1, the trend of
SECONDARY DATA
the eating out has become a fashion for all the
Sources of secondary data include journals.
generations depending on various factors. So it is
All this helped in authenticating the kind of
very important for the fast food outlet managers to
information obtained from our primary sources and
see and eater the needs and expectations of the
thus helped to get a very objective view of the study.
customers dining in the restaurant. The present study
will aim to see the factors associated with fast food
RESEARCH DESIGN outlets. Customer’s holds strong importance towards
 AREA OF THE STUDY food taste, healthy food, nutritional value of the food,
The area of the study hygienic food service, reasonable pricing, food
refers to Coimbatore city. safety, and other food services compared to menu
 SAMPLE METHOD varieties, prompt food service, food presentation
Sampling is the selection attractiveness and innovation in fast food. The study
of some part of an aggregate or totally on successfully accomplishes the overall objective of the
the basis of which it is made. research by taking out the gaps in the food quality
Convenient sampling is used for this attributes of the fast food outlets in Chennai city,
research. South India.
 REASON FOR AREA OF THE ASHAKIRAN AND DEEPTHI R
STUDY 2012, to system of consumption of foods which has
The city of several adverse effects of health. Lifestyle changes
“COIMBATORE” is called as has compelled us so much that one has so little time
“MANCHESTER OF SOUTH to really think what we are eating on large scale and
INDIA” with a salubrious climate. The its impact on health needs emphasis and health
city is endowed with a large number education which are greatly contribute to its limited
of educational institutions, textile mills, consumption and switching over to healthy eating
foundries and agro based industries. So it is habits for the better living. It is not impossible to win
easy to reach Coimbatore. It is the third war which junk foods against indicates a clear cut
largest city in Tamil Nadu. difference in their mean score of their attributes and
 SOURCE OF DATA also dimensions identified with factor analysis
o The study used only primary data. ANITHA GOYAL AND N.P.SINGH
The data was collected from 126 2007, this paper seeks to estimate importance of
respondents by using questionnaire various factors affecting the choice of fast food
method. outlets by Indian Young consumers.
o The questionnaire had been prepared Design/Methodology/approach-the study applies
in such a way that the respondents multivariate statistical tools to estimate importance of
were able to answer in useful various factors affecting the choice of fast food
manner. outlets by Indian young customers. Though the rating
 SAMPLING DESIGN of fast food outlets attributes under study based on
For the purpose of the study, 126 mean score is very high but still consumer visit fast
respondents were selected. food outlets for fun, change or entertaining their
Convenience sampling method was friends but certainly not as a substitute of homemade
administered in this study. food. Comparison of McDonald’s and Nirula’s
 TOOLS FOR ANALYSIS indicates a clear cut difference in their mean score of
The following statistical tools were their attributes and also dimensions identified with
used in the study. factor analysis.
a) Simple percentage analysis
b) Ranking analysis
c) Likert analysis

2020 EPRA IJRD | Journal DOI: https://doi.org/10.36713/epra2016 | www.eprajournals.com |60 |

 SJIF Impact Factor: 7.001| ISI I.F.Value:1.241| Journal DOI: 10.36713/epra2016 ISSN: 2455-7838(Online)
EPRA International Journal of Research and Development (IJRD)
Volume: 5 | Issue: 12 | December 2020 - Peer Reviewed Journal

DATA ANALYSIS AND INTERPRETATION

SIMPLE PERCENTAGE ANALYSIS

TABLE SHOWING FLAVORS PREFERRED BY THE RESPONDENTS

S.NO FACTORS NO OF RESPONDENTS PERCENTAGE
%
1 Spicy Flavor 61 48.4
2 Crispy 33 26.2
3 Grilled 22 17.5
4 Others 10 7.9
TOTAL 126 100
(Source: Primary Data)

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.

TABLE SHOWING THE THINKING OF CONSUMER ABOUT THE KFC

FAST FOOD
S.NO FACTORS NO OF RESPONDENTS PERCENTAGE
%
1 Strongly disagree 14 11.1
2 Disagree 13 10.3
3 Neutral 64 50.8
4 Strongly agree 7 5.6
5 Agree 28 22.2
TOTAL 126 100
(Source: Primary Data)

INTERPRETATION the respondents Strongly agree with KFC fast food,

The table 4.1.16 shows that out of 126 22.2% of the respondents agree with KFC fast foods.
respondents, 11.1% of the respondents strongly
disagree with KFC fast food, 10.3% of the INFERENCE
respondents disagree with KFC fast food, 50.8% of Majority 50.8% of the respondents are
the respondents neutral with KFC fast food, 5.6% of Neutral about the KFC fast foods.

LIKERT SCALE ANALYSIS

TABLE SHOWS THE SATISFACTION LEVEL OF CONSUMER
(TASTE)
S.NO FACTORS NO OF LIKERT SCALE TOTAL
RESPONDENTS VALUE SCALE
(f) (x) (fx)
1 Satisfied 70 3 210
2 Neutral 46 2 92
3 Dissatisfied 10 1 10
TOTAL 126 6 312
(Source: Primary Data)

Likert scale =∑ fx /Number of respondents

=312/126
=2.5

2020 EPRA IJRD | Journal DOI: https://doi.org/10.36713/epra2016 | www.eprajournals.com |61 |

 SJIF Impact Factor: 7.001| ISI I.F.Value:1.241| Journal DOI: 10.36713/epra2016 ISSN: 2455-7838(Online)
EPRA International Journal of Research and Development (IJRD)
Volume: 5 | Issue: 12 | December 2020 - Peer Reviewed Journal

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)

INTERPRETATION  Majority 57% of the respondents are

The table 4.3.1 shows the factors expecting to pay 200 for fast food in a
influencing to take decision for KFC products. that week.
the out of 126 respondents, brand is in the rank 1,  Majority 48% of the respondents are
quality is in the rank 5, taste is in the rank 2, more preferred spicy flavour.
new products is in the rank 6, good environment is in  Majority 48% of the respondents are
the rank 4, good service is in the rank 3, reasonable preferred French fries in KFC.
price in the rank 7.  Majority 70% of the respondents are
visiting KFC occasional.
INFERENCE  Majority 72% of the respondents are
It resulted that brand is in the rank 1 and it is visiting KFC with friends.
influences the respondents to take decision to eat at  Majority 51% of the respondents are
KFC. satisfied with KFC fast foods.
 Majority 40% of the respondents are well
FINDINGS FOR SIMPLE satisfied with KFC are environment.
PERCENTAGE METHOD  Majority 58% of the respondents are eating
 Majority 54% of the respondents are below fast food in KFC to meet their friends.
20.
 Majority 63.5% of the respondents are FINDINGS FOR RANKING ANALYSIS
female.  It resulted that brand is in the rank 1 and it
 Majority 94.4% of the respondents are influences the respondents to take decision
unmarried. to eat at KFC.
 Majority 75% of the respondents are
students. FINDINGS FOR LIKERT SCALE
 Majority 39% of the respondent’s family ANALYSIS
income are between 20000 - 40000.  Likert scale value is 2.5 which is greater
 Majority 58% of the respondent’s family than the mid value of (2), so the customer is
size is 4. satisfied with the brand.
 Majority 79% of the respondents family  Likert scale value is 2.2 which is greater
nature is nuclear. than the mid value (2), so the customer is
 Majority 48% of the respondents area is satisfied with the quality.
urban.  Likert scale value 2.5 which are greater than
 Majority 79% of the respondents preferred the mid value (2), so the consumer is
non-vegetarian in KFC. satisfied with the taste.

2020 EPRA IJRD | Journal DOI: https://doi.org/10.36713/epra2016 | www.eprajournals.com |62 |

 SJIF Impact Factor: 7.001| ISI I.F.Value:1.241| Journal DOI: 10.36713/epra2016 ISSN: 2455-7838(Online)
EPRA International Journal of Research and Development (IJRD)
Volume: 5 | Issue: 12 | December 2020 - Peer Reviewed Journal

 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

2020 EPRA IJRD | Journal DOI: https://doi.org/10.36713/epra2016 | www.eprajournals.com |63 |