What is it about?
QSR … the buzzword all over the world. Quick service restaurants (QSRs) are the fast food retail outlets which provide fast food in no time. The leading QSRs are McDonald, KFC, Pizza Hut, Dominos Pizza, Subway etc. Almost every major city in India and all over the world is having most of these fast food restaurants. The customers are visiting these outlets either to spent leisure time or they do not have time to go for home made meals. In such a situation it is very difficult to know what exactly the customer wants. The fast food business in India and the rest of the world is getting increasingly more complex and competitive. Keeping this market situation in view, primary objective of this study is to identify the attributes of customer patronage for choosing a particular fast food outlet for fast food consumption. The study also offers recommendations to the fast food retailers based on the most expected attributes by the fast food consumers.
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Why is it important?
The customers are visiting these outlets either to spent leisure time or they do not have time to go for home-made meals. In such a situation, it is very difficult to know what exactly the customer wants. The fast food business in India and the rest of the world is getting increasingly more and more complex and competitive. Keeping this market situation in view, an attempt has been made to study the attributes of customer patronage for choosing a particular fast food outlet for fast food consumption. Primary objective of this study is to identify the attributes of customer patronage for choosing a particular fast food outlet for fast food consumption. The study also offers recommendations to the fast food retailers based on the most expected attributes by the fast food consumers.
Perspectives
The major finding of the study is that the fast food customers are mostly expecting quality of the food and ambience of the outlet. That means the customers are mostly motivated by these two attributes and they are visiting the outlets which provides quality and good ambience in the store. The behavior of human resources (staff) inside the outlet is also another important attribute that pulls the customer toward the outlet. Another important factor is that the maintenance of the store in such a way that it gives fresh feeling. The next most expected attribute is variety: the customers are expected food variety in the menu. The least important attribute identified is price, the customers do not bother about the price of the fast food and they want to consume it irrespective of the price. Most of the customers shopping in the outlets are from the age group between 20 and 30 years of age and of both genders male (55 percent) and female (45 percent). The fast food retailers have to prepare the items in the menu by considering the tastes and preferences of this group of customers.
Dr V V DEVI PRASAD KOTNI
GITAM University
Read the Original
This page is a summary of: A Study on Attributes of Customer Patronage toward Choosing a Fast Food Retail Outlet, Jindal Journal of Business Research, June 2015, SAGE Publications,
DOI: 10.1177/2278682116664605.
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