Market Analysis of Emerging Fast Food Industry in Indian Cities

Abstract

The Indian fast food industry has become highly competitive with players like Dominos, KFC, McDonald's, Cafe Coffee Day etc. fighting for a share of the growing pie. This study involves the various factors affecting the growth of fast food industry in India and the consumption pattern of the people. Study focuses on value added and nonvalue added activities in the fast food industry with respect to the services offered by the restaurants, consumer preferences towards fast food restaurants in terms of services provided by them and their purchase habits on the basis of price, ambience, food quality etc. to find out the satisfaction level of the customers with respect to different factors. It is found from the research that the value added services like seating capacity, healthy food, fresh food, cleanliness, delivery time, economical availability of restaurant and also non value added services like Wi-Fi, party space, combo deals, offers & discounts play key roles in fast food outlet industry to attract customers. Through the analysis we can further conclude that the most preferred fast food restaurant is McDonald's.