Positioning in the Fast Food Sector

Abstract

Brand image, ambience and overall experience are important intangible factors for fast food restaurants also known as Quick Service Restaurants (QSRs) customers. This study makes an attempt to position select Quick Service Restaurants: McDonald's, Pizza Hut, Subway, Dosa Plaza, Cafe Coffee Day, Dominos Pizza, Yo! China, Baskin-Robbins and Burger Girl in Ambala District, Haryana. Positioning of select Quick Service Restaurants was done using MEXL to discover consumers' evaluation of select fast food restaurants along major dimensions of Price and Quality. A total of 200 consumers, ji-om Ambala District. Haryana, responded to personal interviews. Convenience Sampling was used to collect data from family.friends, and acquaintances of the researchers. The owners/ managers need to position/ reposition these Quick Service Restaurants in a manner that their 'uniqueness· can be maintained. The results revealed that Yo! China is the most preferred QSRfor customers seeking 'Quality 'whereas McDonald's is preferred most by shoppers seeking 'Price 'based brand.