Volume : 6, Issue : 5, May - 2017

BUYER BEHAVIOUR TOWARDS FAST FOOD WITH SPECIAL REFERENCE TO CHICKING RESTAURANTS

K. P Najeemudeen, Dr. N. Panchanatham

Abstract :

<p>&nbsp;<span style="text-align: justify; text-indent: 0.5in; font-size: 12pt; font-family: &quot;Times New Roman&quot;, serif;">The Indian fast food Industry has witnessed high growth strides in the past years, with increasing disposable income, exposure to a number of cuisines and consumers&rsquo; willingness to experiment a mix of both western and local menu. Apart from this, busy life schedule, standardized food and less time consuming processes are also fuelling the demand from domestic consumers in the industry. </span><span style="text-align: justify; text-indent: 0.5in; font-size: 12pt; font-family: &quot;Times New Roman&quot;, serif;">ChicKing is one such fast food conglomerate, specializing on fried chicken using a special recipe, spanning over a network of more than 70 outlets world over. </span><span style="text-align: justify; text-indent: 0.5in; font-size: 12pt; font-family: &quot;Times New Roman&quot;, serif;">This paper tends to analyse the buyer&rsquo;s behaviour towards the fast food restaurants based on a questionnaire survey made among the customers to </span><span style="text-align: justify; text-indent: 0.5in; font-size: 12pt; font-family: &quot;Times New Roman&quot;, serif;">3 anches of </span><span style="text-align: justify; text-indent: 0.5in; font-size: 12pt; font-family: &quot;Times New Roman&quot;, serif;">Chicking Restaurant in Malappuram district of Kerala. The evaluations are done based on the responses marked in the 105 completely filled questionnaires among the total 150 circulated. </span><span style="text-align: justify; text-indent: 0.5in; font-size: 12pt; font-family: &quot;Times New Roman&quot;, serif;">Statistical tools like Percentage Analysis and Weighted Average Score test are used for meaningful analysis and clear presentation. This study flashes light upon some unknown factors regarding the buyer&rsquo;s behaviour towards fast food restaurants.</span></p> <p class="MsoNormal" style="margin-top:6.0pt;margin-right:0in;margin-bottom:6.0pt;&#10;margin-left:0in;text-align:justify;text-justify:inter-ideograph;text-indent:&#10;.5in;line-height:normal;mso-layout-grid-align:none;text-autospace:none"><span style="font-size:12.0pt;font-family:&quot;Times New Roman&quot;,serif"><o:p></o:p></span></p>