An Exploratory Study Of Fast Food Restaurant Selection Criteria Amongst College Students Through Conjoint Analysis

The current exploratory study has investigated college students’ perceptions on the fast food restaurant selection criteria with respect to the attributes they feel are important. A conjoint analysis, proven as a statistical marketing research tool with strong predictive power of consumer choices among multiattribute product alternatives, was utilized for the analysis of the data for the study, and the analysis revealed thatService-Related Factors as the most important factor for Indian students considered when choosing Fast Food Restaurant. The Service-Related factor has followed by Decoration, Food-Related Factors, Brand name, price and parking. This type of study is a requisite for globalization of the food service industry in developing effective marketing strategies and establishing operational strategies, by understanding the different components of the Asian food service industry relative to the US market.