Subject Name & Code: Business Research Methods (FT-208C)
Subject Faculty: Dr. Vanita Joshi
Assignment Title: Minor Research Project (MRP)
Group no: 10
Group members: Hrishabh Shukla, Naveen Kumar Pandiya, Jitendra Singh Jat, Praveen Kumar Kar
Topic: Factors affecting the customers’ choice of fast food restaurants.
Globally, there is a growing demand for food away from home as a result of higher incomes, changes in consumption patterns, changes in household composition, and the time pressures created by dual-working families. The foodservice industry has become highly competitive as the number of foodservice outlets has increased to meet the demand. In order to succeed in such a competitive industry, restaurant operators need to understand the factors (and their relative importance) that influence restaurant patrons’ decision when selecting a restaurant This research investigates consumer choice using the consumer decision-making process as a framework and identifies the factors that influence the decisions of consumers in the upscale, ethnic segment of the foodservice industry. This chapter reviews the relevant literature about consumers and services, the consumer decision making process model, and previous studies in consumers’ restaurant selection behavior. Furthermore, the interrelationships between customer satisfaction, food quality, service quality and choice intentions are discussed. Lastly, the restaurant choice factors, dining occasion, and demographic characteristics are reviewed.
Fast food is the term given to food that can be prepared and served very quickly. While any meal with low preparation time can be considered to be fast food, typically the term refers to food sold in a restaurant or store with preheated or precooked ingredients, and served to the customer in a packaged form for take-out/take-away.
1.2 CUSTOMER CHOICE
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