International Journals

Permanent URI for this collectionhttps://dspace.psgrkcw.com/handle/123456789/182

Browse

Subject: search.filters.subject.Changing lifestyle

Search Results

Now showing 1 - 3 of 3
  • No Thumbnail Available
    Item
    AN EMPIRICAL STUDY ON CONSUMER BEHAVIOUR OF CHILDREN ON FAST FOOD
    (INTERNATIONAL JOURNAL OF RESEARCH IN COMMERCE & MANAGEMENT, 2015-09) R, INITHA RINA; R, MOHAN KUMAR
    The potential of fast food market growth in India is tremendous. With a growth in the number of nuclear families, economic growth and increasing per capita income, fast food culture gained prominence in India. This research article aims to identify the consumer behaviour of children on fast food. The current study is mainly concentrated on the leading MNC’s branded fast food restaurant located at Coimbatore, Tamil Nadu. The researcher has taken 755 respondents as the sample size and empirical research design was adopted. The samples were collected through questionnaire. The tool used for analysing the data is Factor analysis. Based on the analysis and interpretation, it is inferred that the MNC’s can offer variance in menu with nutritional choices at affordable price and convenient size (quantity); they can also customize the food as most of the children give importance to taste and favourite dish.
  • No Thumbnail Available
    Item
    AN EMPIRICAL STUDY ON CONSUMER BEHAVIOUR AND MARKET SEGMENTATION AMONG CHILDREN TOWARDS FAST FOOD IN COIMBATORE DISTRICT.
    (Asian Journal of Management, 2019-12) R, Initha Rina; G, Murali Manohari; R, Preetha Leena
    The fast food industry in India has evolved with the changing lifestyles of the young Indian population. The consumption behaviour of children started to change because of urbanisation, increases in nuclear families, increase in the proportion of women in workforce, as well as changing lifestyle and eating patterns. Their likes and dislikes change faster than any other consumer group, especially those aged between 8 and 16 years. The primary objective of this study is to understand the consumer behaviour of children on fast food and segment the market. The current study mainly concentrated on the leading fast food outlets in Coimbatore, Tamil Nadu. The researcher has taken 755 respondents as the sample size and empirical research design was adopted. The samples were collected through questionnaire. Cluster analysis is done to study the data. Based on the analysis and results, we can say that there is more acceptability of fast food outlets and change in the consumption behaviour of food. The study classified children into three segments: a) novelty and ambience seeking customer, b) price, value and convenience seeking customer and c) health and nutrition conscious customer. This attempt can help in providing direction to the fast food outlets to target the consumers more effectively and formulate marketing strategies to increase the customer delight.
  • No Thumbnail Available
    Item
    AN EMPIRICAL STUDY ON CONSUMER PERCEPTION AND THEIR NUTRITIONAL AWARENESS OF FAST FOOD AMONG CHILDREN IN COIMBATORE DISTRICT
    (Asian Journal of Research in Business Economics and Management, 2020-07) Initha Rina R; Preetha Leena R
    The primary objective of this study is to understand the consumer perception of children on fast food and their nutritional awareness of fast food among children. The current study mainly concentrated on the leading fast food outlets in Coimbatore, Tamil Nadu. The researcher has taken 755 respondents as the sample size and empirical research design was adopted. The samples were collected through questionnaire. chi-square analysis and average score analysis is done to study the data. Based on the analysis and results, we can say that the demographic variables ‘age’, ‘parents monthly income’ and ‘family size’ has significant influence on the level of perception of nutritional facts and information in fast food, and majority of the children have awareness about the nutrition and calories in fast food. The future of society depends on the quality of life of its children. Children want to eat more healthfully, but they can’t do it alone, they need help from food manufacturers to offer products that are formulated with good-for-you ingredients.