A study on relationship between youth’s perception and preference towards fast food restaurants in Bangalore

Authors

DOI:

https://doi.org/10.53983/ijmds.v12n09.005

Keywords:

Fast food, Retail outlets, Quality, Restaurants

Abstract

The study's goal is to learn how young people in Bangalore feel about and choose fast food establishments. Managers in today's complex business environment must constantly search for new ways to attract and keep consumers across all product categories. In light of the rising expense of acquiring new clients, many businesses are implementing loyalty programmes in an effort to keep their current clientele and strengthen their bonds with them. One industry that has thrived despite the recession is quick service restaurants (QSRs). A glance back at recent years is all it takes to get a sense of the fast food industry's meteoric rise. Fast food has become a staple of modern culture, and not only among the younger demographic. The fast food industry has become so ingrained in modern culture that its patrons' very act of ordering or patronising its outlets has come to represent a status signal for their social group. The Indian market for quick service restaurants has fierce competition amongst several major companies.  Most consumers are prepared to pay extra for higher-quality cuisine and menu upgrades. Employee happiness is a top priority, thus restaurants are working to make their dining areas more spacious and welcoming.

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Author Biographies

Dr. G Mahesh, Associate Professor, Rajarajeshwari College of Engineering, Visvesvaraya Technological University, Bangalore, India

Dr. G Mahesh BBM, MBA, MPhil, PhD has a total of 30yrs of work experience, out of which 10 years of Industry experience in the Sales & Marketing domain. He has worked with leading Academic Institutions like R.V Institute of Management, Ramaiah College of Arts, Science & Commerce College, Sambram Academy of Management Studies, Al - Ameen Institute of Management Studies, Ambedkar Institute of Management. His areas of interest include the following domains - Marketing, Human Resource Management & General Management.

Prof. Anitha BM Dsilva, Senior Assistant Professor, Department of Marketing, RV Institute of Management, Bengaluru

Anitha BM D’silva received Bachelor of Commerce from Mangalore University, Karnataka, India and Master in Commerce from Mangalore University, Karnataka, India. She also received Master in Business Administration from Karnataka State Open University. Also, she has received Master in Philosophy -Management from Madurai Kamraj University. She is currently working as Senior Assistant Professor, Department of Marketing, RV Institute of Management, Bengaluru, Karnataka, India. She is also a member MTC Global Management Teachers Consortium organisation which is based in Bangalore. She is also in the list of Board of Examiners Sahyadri College of Engineering & Management, Mangalore, Karnataka, India.

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Published

20-09-2023

How to Cite

Mahesh, G., and A. B. Dsilva. “A Study on Relationship Between youth’s Perception and Preference towards Fast Food Restaurants in Bangalore”. International Journal of Management and Development Studies, vol. 12, no. 9, Sept. 2023, pp. 33-40, doi:10.53983/ijmds.v12n09.005.

Issue

Vol. 12 No. 9 (2023): IJMDS

Section

Articles