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International Journal of Pure & Applied Bioscience (IJPAB)
Year : 2018, Volume : 6, Issue : 1
First page : (748) Last page : (752)
Article doi: http://dx.doi.org/10.18782/2320-7051.6168

American Foods: Meal Substitutes in the Contemporary World

Pooja S. Bhat*, T. N. Venkata Reddy1 and P. K. Mandanna2
*Ph.D. Scholar (Agribusiness Management), Department of Agricultural and Rural Management, Tamil Nadu Agricultural University, Coimbatore – 641003, Tamil Nadu, India
1,2Department of Agricultural Marketing, Co-operation and Business Management, University of Agricultural Sciences, GKVK, Bengaluru - 560 065, Karnataka, India
*Corresponding Author E-mail: poojasbhat@yahoo.co.in
Received: 15.02.2018  |  Revised: 18.02.2018   |  Accepted: 22.02.2018  


The American Food Restaurants (AFR) sector in India is presently rising at a CAGR of 25 per cent and is likely to touch the Rs.25,000 crore mark by 2020 from its present level of Rs.8,500 (ASSOCHAM). This study aims to identify the meals that American foods are considered to be substitutes for, the average time spent by consumers and their opinion about the prices charged at AFR’s and also their response regarding the recommendation of their favourite AFR to others. Findings from 90 consumers in Bengaluru City revealed that nearly half of the consumers considered American foods to be a good substitute for dinner while nearly two thirds of the consumers expressed that on an average; they spent 1-2 hours at AFR’s. Also, nearly two thirds of the consumers were of the opinion that the prices charged at AFR’s was normal and a large majority of the consumers expressed that they would recommend their favourite AFR’s to others. The study endorses AFR’s to introduce attractive breakfast items as Indian consumers are in the habit of consuming breakfast in the mornings.

Key words: Ambience, Customisation, Dining Experience, Economical, Substitutes. 

Full Text : PDF; Journal doi : http://dx.doi.org/10.18782

Cite this article: Bhat, P.S., Venkata Reddy, T.N., and Mandanna, P.K., American Foods: Meal Substitutes in the Contemporary World, Int. J. Pure App. Biosci.6(1): 748-752 (2018). doi: http://dx.doi.org/10.18782/2320-7051.6168