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International Journal of Pure & Applied Bioscience (IJPAB)
Year : 2018, Volume : 6, Issue : 1
First page : (653) Last page : (659)
Article doi: http://dx.doi.org/10.18782/2320-7051.6059

A Study on the Brand Preference of Consumers for American Food Restaurants in Bengaluru City

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: 1.12.2017  |  Revised: 5.01.2018   |  Accepted: 11.01.2018  


India is home to a large number of restaurants catering different cuisines and meals to varying ethnic groups. Multinational Quick Service Restaurants (QSR)/ American Food Restaurants (AFR’s) have bombarded the local markets with their tasty and mouth watering dishes. This study therefore is an attempt to identify the consumers most preferred brand of AFR for eating out, their reasons for preferring a particular brand of AFR and also their preference for vegetarian and non-vegetarian items at AFR’s in Bengaluru City. Results obtained from 90 consumers have revealed that McDonald’s is the most favoured brand of AFR for eating out followed by KFC, Domino’s and Pizza Hut. Nearly two thirds of the consumers expressed their opinion that foods tasted better was the only major reason to patronize a particular brand of AFR followed by quality food, home delivery system and easy access. More than half of the consumers preferred non-vegetarian items at AFR’s. The study will be an eye opener as it brings out numerous meaningful findings that restaurateurs can make use of in order to attract swarming crowds towards AFR’s.

Key words: Multi National Companies, American Food Restaurants, FDI, Brands, Strategies.

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

Cite this article: Bhat, P.S., Venkata Reddy, T.N., Mandanna, P.K., A Study on the Brand Preference of Consumers for American Food Restaurants in Bengaluru City, Int. J. Pure App. Biosci.6(1): 653-659 (2018). doi: http://dx.doi.org/10.18782/2320-7051.6059