Consumer perception about fast food in India: an exploratory study

Abstract

Purpose

This paper seeks to estimate importance of various factors affecting the choice of fast food outlets by Indian young consumers.

Design/methodology/approach

The study applies multivariate statistical tools to estimate importance of various factors affecting the choice of fast food outlets by Indian young consumers. In addition, the authors analysed the consumption patterns, impact of hygiene and nutritional values, and rating of various attributes of McDonald's and Nirula's.

Findings

Results indicate that the young Indian consumer has passion for visiting fast food outlets for fun and change but home food is their first choice. They feel homemade food is much better than food served at fast food outlets. They have the highest value for taste and quality (nutritional values) followed by ambience and hygiene. Three dimensions (service and delivery dimension, product dimension, and quality dimension) of fast food outlets' attributes are identified based on factor analysis results. The two fast food outlets' rating differs significantly on the seven attributes. McDonald's scores are higher on all attributes except “variety”. Further, consumers feel that fast food outlets must provide additional information on nutritional values and hygiene conditions inside kitchen.

Practical implications

Fast food providers need to focus on quality and variety of food besides other service parameters. There is need to communicate the information about hygiene and nutrition value of fast food which will help in building trust in the food provided by fast food players.

Originality/value

Estimates importance of various factors affecting the choice of fast food outlets by Indian young consumers.

Citation

Goyal, A. and Singh, N.P. (2007), "Consumer perception about fast food in India: an exploratory study", British Food Journal, Vol. 109 No. 2, pp. 182-195. https://doi.org/10.1108/00070700710725536