Consumers Preference Towards Fast-Food Retail Chains in India

Abstract

Due to sky-scraping level of cosmopolitan culture’s adoption, Indian food industry is climbing peak of its breathing pace. Food lover’s paradigm shift from traditional restaurants to fast food restaurants provides a colossal evidence of the success of Fast-food retail chains. With the emergence of weekend culture, increasing living standard of people, emergence of mall and retail culture, the Indian restaurant industry seems to have a profitable future. The research includes changing food consumption behavior and preferences towards McDonald, Domino’s Pizza and Subway in the city of Ahmedabad. The research gives insights into preferred outlet, preferred meal and factors affecting decision. All the three outlets are compared and satisfaction level is also derived towards the outlet. The survey reveals that global initiative of fast-food retail chains has inculcated the habit of fast-food in place of heavy meals all over the world and India is no more an exception to this. Furthermore, it unveils the fact that the image of India as a predominantly vegetarian country is no longer true because of the striking change in Indian food habits, which signifies potential in Indian market in future periods. It has been found that global player’s strategy of localization with the introduction of more vegetarian items with effective pricing especially for India is successful in transforming Indian eating habits. It can be concluded that the growing habit of Indians towards fast food consumption, may readily lend a hand to the service providers to grab the potential market