A Study on Attributes of Customer Patronage toward Choosing a Fast Food Retail Outlet

Abstract

QSR … the buzzword all over the world. Quick service restaurants (QSRs) are the fast food retail outlets which provide fast food in no time. The leading QSRs are McDonald, KFC, Pizza Hut, Dominos Pizza, Subway etc. Almost every major city in India and all over the world is having most of these fast food restaurants. The customers are visiting these outlets either to spent leisure time or they do not have time to go for home made meals. In such a situation it is very difficult to know what exactly the customer wants. The fast food business in India and the rest of the world is getting increasingly more complex and competitive. Keeping this market situation in view, primary objective of this study is to identify the attributes of customer patronage for choosing a particular fast food outlet for fast food consumption. The study also offers recommendations to the fast food retailers based on the most expected attributes by the fast food consumers.