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Consumer perception about fast food in

India: An exploratory study

Article in British Food Journal · February 2007

DOI: 10.1108/00070700710725536

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BFJ
109,2 Consumer perception about fast
food in India:
an exploratory study
182
Anita Goyal and N.P. Singh
Management Development Institute, Sukhrali, India

Abstract
Purpose – This paper seeks to estimate importance of various factors affecting the choice of fast food
outlets by Indian young consumers.
Design/methodology/approach – The study applies multivariate statistical tools to estimate
importance of various factors affecting the choice of fast food outlets by Indian young consumers. In
addition, the authors analysed the consumption patterns, impact of hygiene and nutritional values,
and rating of various attributes of McDonald’s and Nirula’s.
Findings – Results indicate that the young Indian consumer has passion for visiting fast food outlets
for fun and change but home food is their first choice. They feel homemade food is much better than
food served at fast food outlets. They have the highest value for taste and quality (nutritional values)
followed by ambience and hygiene. Three dimensions (service and delivery dimension, product
dimension, and quality dimension) of fast food outlets’ attributes are identified based on factor
analysis results. The two fast food outlets’ rating differs significantly on the seven attributes.
McDonald’s scores are higher on all attributes except “variety”. Further, consumers feel that fast food
outlets must provide additional information on nutritional values and hygiene conditions inside
kitchen.
Practical implications – Fast food providers need to focus on quality and variety of food besides
other service parameters. There is need to communicate the information about hygiene and nutrition
value of fast food which will help in building trust in the food provided by fast food players.
Originality/value – Estimates importance of various factors affecting the choice of fast food outlets
by Indian young consumers.
Keywords Perception, Fast foods, Factor analysis, India
Paper type Research paper

Introduction
Food diversity in India is an implicit characteristic of India’s diversified culture
consisting of different regions and states within. Traditionally, Indians like to have
home-cooked meals – a concept supported religiously as well as individually.
However, with times due to increasing awareness and influence of western culture,
there is a slight shift in food consumption patterns among urban Indian families. It
started with eating outside and moved on to accepting a wide variety of delicacies from
world-over. Liberalization of the Indian economy in the early 1990s and the subsequent
entry of new players set a significant change in lifestyles and the food tastes of Indians.
Fast food is one which gained acceptance of Indian palate after the multinational fast
food players adapted the basic Indian food requirements viz. vegetarian meals and
British Food Journal selected non-vegetarian options excluding beef and pork totally from their menu.
Vol. 109 No. 2, 2007
pp. 182-195 Multinational fast food outlets initially faced protests and non-acceptance from
q Emerald Group Publishing Limited
0007-070X
Indian consumers. This was due to primary perception that these fast food players
DOI 10.1108/00070700710725536 serve only chicken and do not serve vegetarian meals. In addition, fast food is
perceived expensive besides being out-of-way meals in Indian culture. Today, fast food Fast food in
industry is getting adapted to Indian food requirements and is growing in India. It is India
gaining acceptance primarily from Indian youth and younger generations and is
becoming part of life. Keeping in view the Indian habits and changing preferences
towards food consumption, this study has its focus to understand the factors affecting
the perception of Indian youth, in the age group of 20-30 years, towards consumption of
fast food as well as towards making choice of fast food outlets. 183

Fast food
From onion rings to double cheeseburgers, fast food is one of the world’s fastest
growing food types. Fast foods are quick, reasonably priced, and readily available
alternatives to home cooked food. While convenient and economical for a busy lifestyle,
fast foods are typically high in calories, fat, saturated fat, sugar, and salt[1]. Many
other definitions are proposed for fast foods in the literature. A few of these are
mentioned below:
.
Definition 1. Fast food have been defined by Bender and Bender (1995) as a
“general term used for a limited menu of foods that lend themselves to
production-line techniques; suppliers tend to specialize in products such as
hamburgers, pizzas, chicken, or sandwiches”.
.
Definition 2. In Data Monitor’s (2005) survey the fast food market is defined as
the sale of food and drinks for immediate consumption either on the premises or
in designated eating areas shared with other foodservice operators, or for
consumption elsewhere.
.
Definition 3[2]. As per “the free dictionary” fast food is “inexpensive food, such as
hamburgers and fried chicken, prepared and served quickly”.
.
Definition 4[3]. According to Merriam-Webster online dictionary fast food is
“designed for ready availability, use, or consumption and with little
consideration given to quality or significance”.

Fast food is a very fast growing industry in world as well as in India especially in
urban areas (small and large cities). However, not much research literature is available
on fast food preferences of consumers’ especially young consumers in India. This
article that is based on an exploratory study is an effort to fill that gap in the literature
in the context of North India. The objectives of this exploratory study are as follows:

Objectives of the study

.
To identify the factors affecting the choice of (Indian youth) consumers for fast
food.
.
To study the consumption pattern towards fast foods particularly with respect to
the frequency of visits and choice of fast food outlets.
.
To identify the impact of hygiene and nutritional value of fast foods on consumer
purchase decision.
.
To study the consumer perceptions about two popular fast food outlets in
National Capital Region (NCR), New Delhi.
BFJ Fast food industry in India
109,2 According to worldwatch.org, India’s fast-food industry[4] is growing by 40 percent a
year and supposed to generate over a billion dollars in sales in 2005 as per their
estimates. Before the entry of multinational fast food outlets, Nirula’s was a popular
domestic fast food provider for eating-out. Nirula’s started with ice-cream parlours and
later moved on the range of fast food including burgers, pizzas, sandwiches etc.
184 Established in 1934, Nirula’s today is a diversified group having a chain of Elegant
Business Hotels, Waiter Service Restaurants, Family Style Restaurants, Ice Cream
Parlours, Pastry Shops and Food Processing Plants in India. The chain with over 60
outlets operating in five states successfully caters to the Indian palate of over 50,000
guest everyday for over 70 years[5].
Wimpy was another fast food provider besides Nirula’s in Indian market. Wimpy
was the only multinational fast food outlet in India before 1990s with one outlet in New
Delhi. In the initial years of its operations, Wimpy used to be visited by foreigners in
India. Indians were occasional visitors. Today Wimpy has 8 outlets in the capital city
New Delhi and it is expanding its menu with Indian dishes with a view to attract
Indian consumer.
After the liberalization policy that came in force in 1991, fast food industry grown in
India as multinational fast food providers have set up their business either jointly with
Indian partners or independently. McDonald’s signed two joint ventures – one with
Amit Jatia and another one with Vikram Bakshi in April 1995. The first outlet was
opened in New Delhi. It has 50 outlets in North India and 76 in total all over India. It
aims for 100 outlets by the end of 2006[6].
In 1995, Kentucky Fried Chicken (KFC) also entered the Indian market and opened
its first outlet in Delhi. In 1996, Domino’s set up base in India by entering into a
long-term franchisee agreement with the Bhartia Brothers who had businesses in
chemicals and fertilizers. By 2000, Domino’s had presence in all the major cities and
towns in India. Domino’s had grown from one outlet in 1995 to 101 outlets in April
2001. Pizza Hut entered India in June 1996 with its first outlet in Bangalore. Initially,
the company operated company-owned outlets and then moved on the franchisee
owned restaurants.
McDonald’s, Domino’s, Pizza Hut and Nirula’s are the most popular and frequently
visited fast food outlets. KFC has limited outlets and has faced number of problems
since entry in India. Besides these, there are Pizza Express and Pizza Corner of which
are not so popular. With changing life style and aggressive marketing by fast food
outlets, fast food is also becoming popular in small towns; therefore, success of existing
fast food outlets and entry of more is inevitable (Gupta, 2003).

Fast food and consumption patterns

According to the findings of the recent online survey from AC Nielson[7, 8] India being
at the seventh place, is among the top ten markets for weekly fast food consumption
among the countries of Asia-Pacific region. Over 70 per cent of urban Indians consume
food from take-away restaurants once a month or more frequently. Survey indicates
that Pizza Hut is the most preferred fast food outlet in India. Identifying the drivers for
preference of one-brand over another, the survey results indicate that Indians (66 per
cent) are amongst the consumers who consider hygiene and cleanliness their most
important criterion for selection. A total of 24 per cent of Indians use the quality of
service as a decision making criterion to purchase a fast food brand’s offering and 22 Fast food in
per cent rely on their perception of whether a take-away brand offers them healthy food India
options.
Kara et al. (1995) has presented the consumers’ perceptions of and preferences for
fast-food restaurants in the US and Canada. According to their study, the consumers in
the age of 12 to 24 years look for variety, price, delivery service and location in America
and for price and novelties in Canada. In the age group of 46 years to above 55 years 185
cleanliness, nutritional value, quality and taste are considered by Americans and
preference is given to nutritional value and seating capacity by Canadians in
identifying fast food restaurants. In the middle age group of 25 to 45 years, Americans
preferred for speed and friendly personnel whereas Canadians looked for speed, quality
and service. Brown et al. (2000) emphasized the need for nutritional awareness and fast
food preferences of young consumers during adolescent years. Davies and Smith (2004)
have analysed the importance of nutritional values of fast food and also information
printed/disclosed by the fast food providers in London.
In addition to the factors considered for choosing a fast food outlet, there are
research studies towards the nutritional value of fast food. A survey of more than 9,000
consumers nationwide in US has shown that about 25 percent of those who eat fast
foods and drink sugary, carbonated soft drinks generally consume more calories, fats,
carbohydrates, added sugars and proteins than those who do not (Bowman, 2005).
According to the study of McNeal et al. (1980), respondents felt that meals were
moderately nutritious and a good food buy, but they were fattening and contained
harmful additives. These findings further indicate that although the consumers
perceive the nutritional aspects of fast food meals to be important, they often ignore the
aspects in practice. Adams’ (2005) paper outlines the bases for establishing fast food
industry responsible for obesity as articulated in litigation against fast food chains in
US.
In Indian context, there is high concern towards health in twenty-first century.
There are health related articles in daily newspapers, and health shows on television.
There are special health related magazines that are now very popular. Health related
articles do mention to consume more fruits, vegetables, water and to consume less or
nil of junk food including fast food being high on fat and calories. Recent news article
by Barker (2006) indicates that Indians are facing the problem of obesity and among
kinds of food – fast food is one of the reasons for the same. However, there is gap of a
particular research in Indian context to have a link between the health problems and
fast food consumption. In future, genetically modified food may take the place of fast
food of today (Onyango et al., 2004; Sharma, 2005).

Methodology
Sampling unit
Samples for the study consisted of youth segment (indicated as consumer in this study)
in the age group of 20 to 27 years. Convenience samples are drawn from NCR region
among the college students. Our definition of convenience samples includes only one
dimension that is easy access to the sample units other wise it was random selection of
individuals from a large number of customers at the fast food outlets. This segment of
population was selected due to their adoption of modern lifestyle pattern inclined
towards eating outside and socializing with friends. The data were collected using a
BFJ structured questionnaire. Data were collected from the targeted customer while they
109,2 were in malls or in fast food outlets. Questionnaires were handed over to them with a
request for filling at the spot. Due care has been taken to reduce possible biases in
selecting the young customers for the purpose of data collection by way of asking few
questions to them in relation with their eating habits and demographic profile. In
addition, a thorough analysis was done for each filled-in questionnaire to see the
186 consistency of data provided by targeted customer specifically for customers who had
filled the questionnaire when they were with their peers. In such cases many
incomplete questionnaires were found by the authors. Such questionnaires were not
considered worthy for analyses and were rejected. The questionnaire had the following
dimensions:
.
demographics of the respondent such as age, qualification and marital status;
.
behaviour of visiting fast food outlets such as time of the day, getting home
delivery, pressure from friends, influenced by nutritional values etc.;
. factors affecting selection of fast food outlets;
.
comparisons between fast food outlets on various parameters such as service
speed, price, hygiene, seating space, food taste, variety, and ambience etc.;
.
media for source of information for fast food outlets; and
.
provision of information sharing on various items such as nutrition, hygiene
conditions etc.

Sample size
Since it is an exploratory study, a sample size of 200 thought to be an adequate one.
Accordingly 200 respondents from the target population were approached to fill in the
questionnaire. Out of 200 only 171 respondent’s data were valid.

Selection of fast food outlets

In all there are six fast food outlets in this region that is Nirula’s, McDonald’s, Pizza
Hut, Wimpy, Domino’s, KFC, and Pizza Corner as mentioned in the introduction.
However, in the sample of this study not many were customers/visitors of Wimpy and
Pizza Corner.

Methods of data analysis

Data were subject to statistical analysis such as descriptive statistical analysis and
frequency distribution. This analysis was applicable to mainly categorized data. For
scaled data, reliability analysis is applied before subjecting the data for testing mean
difference using t-test, and carrying out factor analysis (Welles and Sheth, 1971). The
reliability analysis was done with a view to identify inconsistencies in the data set. To
make comparison of ratings, t-test was applied to the mean scores of two major fast
food outlets that are McDonald’s and Nirula’s. Though, the exploratory study does not
consist of large number of variables but still data were subjected to factor analysis as
one of the most used tool for exploratory data analysis (Santos and Clegg, 1999). It
explains the association occurring between scale level responses.
Result and discussion Fast food in
The food habits of youngsters are influenced by many factors such as environment at India
home, educational environment, availability and accessibility to fast food providers,
and social environment in their surroundings. In addition, emergence of traits of
independence in their eating habits, nutritional education, divergence of food
preferences at home and at fast food outlets and ambience of place for socializing
affects their visit and liking of fast food outlets. The results of data analysis with 187
respect to these issues of food consumption behaviour of youngster’s vis-à-vis fast food
outlets are presented in the following sub-sections.

Demographics of the respondents

As mentioned above, data were collected with respect to three demographics of the
youngsters, i.e. educational background (science stream, commerce and art stream and
engineering stream), age (15-20 years, 21-25 years, 25-30 years, and 30-35 years), and
marital status. Based on the analysis of data, it was found that none of the respondents
except two were married. A total of 92.8 per cent respondents were in 21-25 years age
category. It means there were not many variations in case of age and marital status.
However, 42.1 percent respondents were from the art and commerce stream and 48 per
cent from the engineering stream and the rest were from science backgrounds that do
not make a significant difference either way.

Consumer behaviour with respect to timing of visits, preference of a particular fast food
outlet, purpose of visit and factors influencing the visits
Frequency distribution presented in Table I indicates that going for snacks is most
preferred time for visiting fast food outlet followed by dinner and lunch. Young
consumers of fast foods visit fast food outlets one to two times in a week or in a month.
It is not a regular behaviour of their eating habits (Table I). Based on multiple answer
questions, it can be inferred that McDonald’s is the most favoured fast food outlet
(Table II) followed by Pizza Hut, Nirula’s and Domino’s. Most of the young prefer
Domino’s for home orders followed by Pizza Hut, Nirula’s and McDonald’s (Table III).
Further, based on multiple answer questions it is inferred that their preference to visit a
particular fast food outlet is influenced by friends in 93 per cent of cases (Table IV)
followed by relatives and other factors.

Lunch Snack Dinner

No. of times Frequency % Frequency % Frequency %

Not at all 17 9.9 6 3.5 6 3.5

Once a month 25 14.6 17 9.9 26 15.2 Table I.
1-2 times a month 48 28.1 43 25.1 58 33.9 Frequency distribution of
1-2 times a week 20 11.7 55 32.2 38 22.2 the respondents for
.3 times a week 2 1.2 23 13.5 08 4.7 visiting fast food outlets
Missing data 59 34.5 27 15.8 35 20.5 for lunch, snack and
171 100 171 100.0 171 100.0 dinner
BFJ Rating of fast food outlets’ attributes
109,2 With a view to identify major attributes for choosing eating outlets, the data were
collected on six attributes of fast food outlets, that is:
(1) Variety of food.
(2) Food taste and quality.
188 (3) Ambience and hygiene.
(4) Service speed.
(5) Price.
(6) Location.

Data were collected using five point Likert type scale. For the purpose of ranking,
attributes mean scores along with standard error and mode values (in brackets) were
calculated and presented in Table V. The mean scores indicate that food taste and
quality has highest importance in the mind of fast food consumers while selecting a
fast food outlet for outings followed by ambience and hygiene, service speed, price,
varieties and location of the outlet. Location of the outlet has minimum mode value of
three. This clearly indicates that young consumer is attracted more with quality,

Name of fast food outlet Frequency

Table II.
Frequency distribution of Nirula’s 69
the respondents for McDonald’s 124
visiting a particular fast Pizza Hut 108
food outlet Dominoes 47

Name of fast food outlet Frequency

Table III. No order is placed 14

Frequency distribution of Nirula’s 43
the respondents as per McDonald’s 18
their orders for home Pizza Hut 73
delivery from fast food Dominoes 79
outlets Missing values 17

Individuals influencing decision Frequency

Table IV.
Distribution of the Spouse 4
respondents as per Children 1
influence on decision Friends 159
regarding selection of the Relatives 43
fast food outlet Neighbours 4
ambience and hygiene conditions. It is in the line of findings of other surveys (Nichani, Fast food in
2005; ANI, 2006). India
The data were also subjected to reliability test and factor analysis. The value of
reliability coefficient is greater than 0.70, an accepted figure for reliability of data. The
value of Kaiser-Meyor-Olkin (KMO), the measure of sampling adequacy is 0.742 and
the chi-square value of Bartlett’s test of Sphericity is 163.772 with 15 degrees of
freedom and significance value of 0.00. The value of KMO suggests that degree of 189
common variance is middling and the values of Bartlett’s test are indicative that
sample inter-correlation matrix did not come from a population in which
inter-correlation matrix is an identity matrix.
Based on the factor analysis, three factors/components emerged to explain 71.306
per cent variation as shown in Table VI. The total variation explained by factor 1 is
27.370 per cent, followed by factor 2 (26.781 per cent) and factor 3 (17.155 per cent).
Further, the proportion of variance in each variable accounted (communality) for by the
three factors is not the same as presented in Table VI. The factor loading indicates that
ambience, service speed, location of the outlet correlates (loads) high on factor 1
(service delivery dimension), varieties and price on factor 2 (product dimension) and
food taste and quality on factor 3 (quality dimension).

Consumer perception and factors affecting their visits

Most of the young Indian consumers visit fast food outlets for change and fun as
indicated by the results presented in Table VII. However, only 3 per cent feel that fast
food outlets offer healthy food. Majority of the consumers believe that fast foods have
inadequate nutritional values (Table VIII). Another set of results indicates young

Attributes Rating scores

Varieties 3.92 ^ 0.690 (4)

Food taste and quality 4.87 ^ 0.340 (5)
Ambience and hygiene 4.57 ^ 0.420 (5) Table V.
Service speed 4.07 ^ 0.670 (4) Rating of attributes of
Price 4.05 ^ 0.730 (4) fast food outlets for
Location of the outlet 3.68 ^ 0.760 (3) choosing eating point

Attributes Factor 1 Factor 2 Factor 3 Communality

Varieties 0.164 0.748 0.223 0.636

Food taste and quality 0.119 0.085 0.959 0.941
Ambience and hygiene 0.853 0.073 0.102 0.744
Service speed 0.748 0.219 0.135 0.626
Price 0.130 0.845 2 0.015 0.730 Table VI.
Location of the outlet 0.544 0.523 2 0.176 0.601 Factor analysis-rotational
Total variance explained (%) 27.370 26.781 17.155 component matrix and
Cumulative variance explained (%) 27.370 54.151 71.306 communality
BFJ consumers are very particular about nutritional value and hygiene factor of fast food
109,2 outlets. Young consumers rated hygiene factor very high with a mean score of 4.50 out
of 5 (Table IX). These results are based on multi-answer questions.

Comparative analysis of McDonald’s and Nirula’s

With a view to compare and identify major attributes for choosing the two identified
190 fast food outlets, the data were collected on seven attributes of fast food outlets such as:
(1) Service speed.
(2) Price.
(3) Hygiene.
(4) Seating space.
(5) Food taste.
(6) Variety.
(7) Ambience.

In this case also data were collected using five point Likert type scale. The data were
subjected to reliability analysis, z-test, factor analysis and descriptive statistics. For the
purpose of ranking, attributes’ mean scores along with standard error and mode values
(in brackets) for McDonald’s and Nirula’s are calculated and presented in Table X. The
mean score is highest for service and hygiene followed by price, food taste, ambience,
seating space and variety in case of McDonald’s. On the other hand, Nirula’s highest
mean score is for variety followed by hygiene, food taste, price, seating space,
ambience and service. Service factor has highest score in case of McDonald’s but

Reason for eating out Frequency

Table VII. For change 118

Distribution of For fun 084
respondents as per Saves time 007
reasons for eating out Family outing 028

Frequency
Rating of nutritional values n %
Table VIII.
Distribution of the Minimal 97 56.7
respondents with respect Adequate 69 40.4
to rating of nutritional Healthy food 5 2.9
values Total 171 100

Table IX. Rating of nutritional values and hygiene factors Rating scores
Rating of hygiene and
nutritional values of fast Nutritional values 2.77 ^ 0.079 (3)
food outlets Hygiene factors 4.50 ^ 0.061 (5)
lowest for Nirula’s. It is evident from the significance values of Table X that for the Fast food in
seven attributes; there is a significant difference between mean scores of McDonald’s India
and Nirula’s. It means that McDonald’s and Nirula’s are considered out rightly
different fast food outlets based of seven features by Indian young consumers.
The value of Cronbach’s alpha (reliability coefficient), Kaiser-Mayor-Olkin (KMO),
the measure of sampling adequacy and chi-square value of Bartlett’s test of Sphericity
are given in Table XI. The values of Cronbach’s alpha are greater than 0.70 in both 191
cases that is McDonald’s and Nirula’s data. The value of KMO suggests that degree of
common variance is middling and the values of Bartlett’s test are indicative that
sample inter-correlation matrix did not come from a population in which
inter-correlation matrix is an identity matrix in both cases.
For both fast food outlets, based on the factor analysis three factors/ components
emerged to explain variation in the consumers’ perception scores. The details of factor
loading and variation explained by different factors are presented in Tables XII and
XIII. For Nirula’s, the variation explained by factor 1 (ambience, seating arrangement
and hygiene) is 27.003 per cent, by factor 2 (service and food taste) is 22.172 per cent,
and by factor 3 (price and variety) is 18.502 per cent. Cumulative variation explained
by all the three factors is 67.678 per cent that is not a very high value. For McDonald’s
the factor 1 consists of price, food taste, and variety, factor 2 consists of service and
hygiene and factor 3 of seating space and ambience. In this case total variation
explained is 65.459 per cent which is at par with Nirula’s. Although there are
similarities in three new dimensions of factor analysis but these are not exactly same. It
means the two fast food outlets are having different perception for their service and
food attributes in the eyes of young consumers in India.

Attributes McDonald’s Nirula’s Significance (two-tailed) t-values

Service 4.23 ^ 0.750 (4) 3.17 ^ 0.770 (3) 0.000 14.515

Price 3.88 ^ 0.890 (4) 3.39 ^ 0.870 (3) 0.000 5.467
Hygiene 4.22 ^ 0.700 (4) 3.71 ^ 0.660 (4) 0.000 8.098
Seating space 3.51 ^ 0.830 (4) 3.35 ^ 0.850 (4) 0.047 2.005
Food taste 3.82 ^ 0.800 (4) 3.60 ^ 0.840 (4) 0.013 2.510 Table X.
Variety 3.22 ^ 0.880 (3) 3.83 ^ 0.770 (4) 0.000 2 6.987 Comparative rating of
Ambience 3.73 ^ 0.730 (4) 3.36 ^ 0.740 (3) 0.000 5.132 McDonald’s and Nirula’s

Reliability coefficient –
Fast food outlet Cronbach’s alpha KMO Bartlett test

McDonald’s Chi-square ¼ 187.583

Degree of freedom ¼ 21
0.7035 0.703 Significance ¼ 0.000 Table XI.
Nirula’s Chi-square ¼ 263.396 Reliability coefficient,
Degree of freedom ¼ 21 KMO and Bartlett test
0.7688 0.789 Significance ¼ 0.000 output
BFJ Advertising and promotional information
109,2 Consumers of fast food were asked to express their views relating to information
availability about maintaining hygiene conditions in and around kitchen, around
eating areas, about nutritional charts and its impact on their visits to fast food outlets.
A total of 83 per cent of the consumers are of the view that fast food outlets must
provide information on hygiene conditions. A total of 70 per cent of the consumers
192 pointed out that such information will increase their frequency of visiting fast food
outlets. In addition 68 per cent consumers want to have nutritional chart of all food
items served is to be displayed by fast food outlets. The most interesting part of the
finding is about preference of fast food versus home cooked food. A total of 81 per cent
of the consumers prefer home cooked food in comparison to fast food outlets food. The
major reasons cited by the consumers are:
.
fast food outlets food is heavy for wallet and stomach;
.
ambience at home is better;
. home food is more nutritious, delicious, tasty, fresh, clean and healthy for body;
.
we know what is prepared and how – but not sure about fast food outlets;
.
home food is cooked as per our needs, personal liking;
.
fast food outlets food is for fun, change, entertainment of the friends and some
time for convenience;
.
fast food outlets food may be harmful; and
.
home cooked food has low fat contents.

Attributes Factor 1 Factor 2 Factor 3 Communality

Service 0.106 0.884 0.027 0.794

Price 0.130 0.569 0.616 0.720
Hygiene 0.649 0.132 0.226 0.489
Seating space 0.723 0.066 0.191 0.564
Table XII. Food taste 0.437 0.597 0.148 0.569
Factor analysis- Variety 0.243 0.020 0.898 0.865
rotational component Ambience 0.818 0.260 0.022 0.736
matrix and communality Variance explained (%) 27.003 22.172 18.502
(Nirula’s) Cumulative variance explained (%) 27.003 49.175 67.678

Attributes Factor 1 Factor 2 Factor 3 Communality

Service 0.154 0.812 0.040 0.685

Price 0.644 0.470 2 0.229 0.688
Hygiene 20.026 0.736 0.441 0.737
Seating space 0.329 0.206 0.562 0.467
Table XIII. Food taste 0.648 0.189 0.284 0.536
Factor analysis-rotational Variety 0.806 2 0.133 0.300 0.758
component matrix and Ambience 0.117 0.064 0.833 0.712
communality Variance explained (%) 23.290 21.736 20.433
(McDonald’s) Cumulative variance explained (%) 23.290 45.027 65.459
As shown in Table XIV, majority of them believe that television is the best choice for Fast food in
advertising for fast food outlets followed by newspapers, cinema halls, magazine and India
others. Among others, means of advertising suggested by the consumers are:
. mobile phones;
.
pamphlets in the market and malls and with discount coupons;
.
hoardings on the roads; 193
.
banners;
.
billboards;
.
reference of friends; and
.
word-of-mouth, etc.

Managerial implications
Fast food providers need to focus on the quality and variety of food besides other
service parameters. Study clearly shows that consumers do not visit these outlets
primarily for food but for fun, change and social reasons as they prefer home food over
the fast food. This is an important parameter to focus to have sustainable growth in the
times to come. Further, information about hygiene and nutrition value of the fast food
must also be communicated to the consumers. Thus, in nutshell, there is need to focus
on the food contents by the fast food marketers.

Concluding remarks
Consumer acceptance of food served by fast food outlets is critically important for the
future growth of fast food outlets in any economy. Though the rating of fast food
outlets’ attributes under study based on mean score is very high but still consumers
visit fast food outlets for fun, change or entertaining their friends but certainly not as a
substitute of home made food. Comparison of McDonald’s and Nirula’s indicates a clear
cut difference in their mean score of their attributes and also dimensions identified with
factor analysis. Consumers demand more and more information related to hygiene
issues and nutritional values of the products of fast food outlets. Based on the analysis
and results, we can say that with more and more acceptability of fast food outlets and
change in life style, competition among fast food outlets with respect to quality of food
and customer service will be more prominent in the days to come.

Limitations of the study

This exploratory study has some limitations that however do not liquidate the purpose
of the study. Data for the study are collected from National Capital Region (NCR) that
includes the capital of India with four surrounding cities well connected with the

Advertising media Frequency

Table XIV.
Newspapers 65 Distribution of
Television 103 respondents towards
Cinema halls 48 preference for advertising
Magazines 17 media for fast food
Others 32 outlets
BFJ capital. Sampling units are primarily of young unmarried consumers. Further, among
109,2 the identified fast food providers Wimpy, Pizza Express and Pizza Corner are not
frequently visited by the respondents and thus do not represent the analysed data.

Notes
1. http://health.allrefer.com/health/fast-foods-info.html
194 2. www.thefreedictionary.com/fast þ food
3. www.m-w.com/dictionary/fast-food
4. www.worldwatch.org/pubs/goodstuff/fastfood/
5. www.nirula.com
6. www.mcdonaldsindia.com
7. “Urban Indian consumers amongst the top 10 most frequent eaters of fast food globally”
www.acnielsen.co.in/newsID ¼ 112
8. “Survey puts India among top markets for fast food”, www.thehindubusinessline.com/2005/
01/22/stories/2005012201150400.htm

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About the authors
Anita Goyal is presently working as Associate Professor (Marketing) at Management
Development Institute, Gurgaon, India. She has 11 years of experience in academics after
spending a year in industry. She has an MBA in Marketing Management from the University of
Poona, India and a PhD in Services Marketing and Consumer Behaviour from Jamia Millia
Islamia, New Delhi, India. She has exposure of teaching and supervising projects at International
level. Anita Goyal is the corresponding author and can be contacted at: [email protected]
N.P. Singh is presently working as Professor (Information Technology) at Management
Development Institute, Gurgaon, India. Previously, he had worked as Professor (Comp and MIS)
with National Institute of Financial Management, Faridabad, Associate Professor with Institute
of Rural Management, Anand, Assistant and Associate Professor, and In-charge Computer
Center – CCS Haryana Agricultural University, Hisar. He has also worked as Professor (IS and
OM) at KIMEP Almaty, Kazakhstan since August 2004 to July 2005. He holds MSc, MS and PhD
degrees. He had consulted the projects funded by Asian Development Bank, World Bank,
National Dairy Development Board, Karnataka Milk Federation, Mother Dairy New Delhi, North
East Council, ATI Washington, etc. He has published more than 50 research papers and guided
three PhD students.

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