CONSUMER ATTITUDE TOWARDS QUICK SERVICE RESTAURANTS: A STUDY ACROSS SELECT QUICK SERVICE RESTAURANTS IN GURGAON

Tania Gupta; Kaustav Paul

Volume : VI, Issue : IV, April - 2016

CONSUMER ATTITUDE TOWARDS QUICK SERVICE RESTAURANTS: A STUDY ACROSS SELECT QUICK SERVICE RESTAURANTS IN GURGAON

Tania Gupta, Kaustav Paul

Abstract :

Quick Service Restaurant is an infant expression in food industry which includes both fast food outlet and casual dine–in joints. It is a problem solving recipe of billion dollar question “where to eat today”. It is highly suitable for the college going students, working class families and for food lovers. In order to maintain the market share of college students, QSR offers a wide range of combos, value meal, exciting deals, free coupons, happy hours and so on. The study surveyed select quick service restaurants in Gurgaon to analyze the attitude of the consumers towards the quick service restaurants in Gurgaon and also to analyze the internal consistencies of the questionnaire through reliability analysis implementing Cronbach’s Alpha. The study yielded a five factor model for consumer attitude towards the quick service restaurants in Gurgaon: Product, Social, Place, Price and Promotion. Cronbach’s Alpha suggested moderately high internal consistency for the questionnaire.