Original paper
Consumer perception about fast food in India: an exploratory study
Abstract
Purpose This paper seeks to estimate importance of various factors affecting the choice of fast food outlets by Indian young consumers. Design/methodology/approach The study applies multivariate statistical tools to estimate importance of various factors affecting the choice of fast food outlets by Indian young consumers. In addition, the authors analysed the consumption patterns, impact of hygiene and nutritional values, and rating of various...
Paper Details
Title
Consumer perception about fast food in India: an exploratory study
Published Date
Feb 20, 2007
Journal
Volume
109
Issue
2
Pages
182 - 195
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Notes
History