Factors Influencing Consumers in the Selection of Fast Food Retail Outlets–a Study With Special Reference to Consumers in Coimbatore City

Ms. P.Vidya; Dr.S. Vasanthi

Volume : IV, Issue : XII, December - 2014

Factors Influencing Consumers in the Selection of Fast Food Retail Outlets–a Study With Special Reference to Consumers in Coimbatore City

Ms. P. Vidya, Dr. S. Vasanthi

Abstract :

The potential of fast food market growth in India is tremendous. The Indian Fast Food Market is growing at the rate of 30–35 per cent per annum. This research article aims to identify the factors influencing consumers’ in the selection of fast food retail outlets. The current study is mainly concentrated on the leading MNCs anded fast food retail chain stores located at Coimbatore, the third largest city of Tamil Nadu. The finding of the study reveals that there exists association between fast food retailer selection by the diners and the store & service attributes. Based on the findings of the study the authors suggest the MNCs to re–innovate or introduction of South Indian flavours food items to South Indian consumers instead of selling North Indian or Panjabi flavours. Focus on retail outlets extension in tier II cities like Coimbatore and to offer competitive price to attract more diner