A Study of Customer Preference For Fast Food: Oriental University, Indore

A Study of Customer Preference for Fast food
A
PhD Thesis Submitted
to
Oriental University, Indore
In partial fulfillment of
the requirement for the
Degree of
Doctor of philosophy
in
Management
2022
By
Prashant Sarothiya
OUI117RBA003
Under the Guidance of

Prof. (Dr.) Rishi Shukla
Centre
Sanwer Road, Jakhya Opposite Revati Range Gate No.1,
Indore, Madhya Pradesh 453555
DECLARATION BY THE CANDIDATE
I declare that the thesis entitled “A Study of Customer Preference for Fast
Food” is my own work conducted under the supervision of Prof.(Dr.) Rishi
Shukla (Supervisor) at Oriental University, Indore approved by Research
Degree Committee. I have put in more than 240 days of attendance with
supervisor at the Centre.
I further declare that to the best of my knowledge, the thesis does not contain
any part of any work which has been submitted for the award of any degree
either in this University or in any other University without proper citation.
Prashant Sarothiya
OUI117RBA003
Date:
Place: Indore.
FORWARDING LETTER OF HEAD OF INSTITUTION
The Ph.D. thesis entitled “A Study of Customer Preference for Fast Food” submitted by
Prashant Sarothiya is forwarded to the University in three copies. The candidate has paid
the necessary fees and there are no dues outstanding against him/her.
Name .........................................
Date: (Signature of Head of Institution)
Place: Indore .
Signature of the
Supervisor
Prof. Dr. Rishi Shukla
Date:......................... Address- Oriental University Indore
Place: Indore
DECLARATION BY THE CANDIDATE
I declare that the thesis entitled “A Study of Customer Preference for Fast Food” is my
own work conducted under the supervision of Prof.(Dr.)Rishi Shukla at Faculty of
Management Studies, Oriental University, Indore (Centre) approved by Research
Degree Committee. I have put in more than 240 days of attendance with supervisor at the
center.
I further declare that to the best of my knowledge; the thesis does not contain any part of
any work which has been submitted for the award of any degree either in this University
or in any other University without proper citation.
Prashant Sarothiya
OUI117RBA003
Date:
Place: INDORE
CERTIFICATE OF THE SUPERVISOR
This is to certify that the work entitled “A Study of Customer Preference for Fast
Food” is a piece of research work done by Prashant Sarothiya under my/our guidance
and supervision for the degree of Doctor of Philosophy of Oriental University,
Indore(M.P.) India. I certify that the candidate has put in an attendance of more than 240
days with me.
To the best of my knowledge and belief, the thesis:
i. Embodies the work of the candidate himself/herself.
ii. Has duly been completed
iii. Fulfills the requirement of the ordinance relating to the Ph.D. degree of the
University.
Signature of the Supervisor Date:

PREFACE
The main aim of this research is to investigate a Study of Customer Preference for Fast
Food. This thesis focuses on identifying the factors influencing Customer preference and
their impact on buying behavior and inclination towards fast food. Focusing on the main
objective and motive behind the study the thesis is organized around seven chapters.
Chapter 1: Introduction
This chapter comprises of introductory information on Indian Fast-Food Industry and

factors influencing Customer preferences towards consumption of fast food. Further this
chapter discusses the research background along with the research problems, research
questions and the purpose of this study. This creates and outline for the topic and the
theoretical areas that are further discussed in this research. It also deals with the position
of food industry and consumption pattern in present context.
Chapter 2: Literature Review
The chapter provides a review of the literature, the theoretical frameworks and the
conceptual models of Customer preference. In this chapter, firstly, the researcher has
introduced various factors influencing Customer preference, their buying behaviour and
consumption pattern. This section also throws light on the importance of Customer
preference and satisfaction level as described by various authors and its impact on
consumption pattern.
Chapter 3: Research Methodology
The third chapter describes the research methodology and throws light on the area of the
study, research design adopted, Data Sources, Data Collection Tools, The Sample, and
Difficulties Encountered during the Phase of data collection and the tools for Analysis.
The researcher has used both primary and secondary sources to gather rich and valid data.
This chapter explains about the entire research strategy. The chapter discusses the
strengths and limitations of the methodology, the validation strategy and the ethical
guidelines followed.
Chapter 4: Data Analysis and Interpretation
This chapter comprises of two parts, the first part includes Data analysis and presentation
and the second part highlights the relationship between the preferential factors and
satisfaction levels. Further by employing relevant extraction technique Correlation
Analysis, the validity is proved and main interpretations are drawn from the implications
drawn by the researcher.
Chapter 5: Findings, Conclusion and Suggestions
The chapter provides suggestions to retailers based on the collected and analyzed data.
The recommendations include strategies that should be adopted use in order to improve
services at fast food outlets based on the preferential influencers of the Customer, process
and practices to be adopted so as to improve customer satisfaction, retention, frequency
and loyalty with the motive to gain competitive advantage. The chapter summarizes the
thematic findings, of the impact of Customer preference on the fast-food consumption
and buying pattern.
Chapter 6: Bibliography
This chapter consists of the list of references collected from Journals, Books and
Websites which acted as the secondary source of data for the study. No research is
complete without taking into consideration the research gaps in the previous review of
literatures which are identified though these lists of sources.
Chapter7: Annexure
Last but not the least, this section includes the copy of Research instrument used and the
respondent sheet.
ACKNOWLEDGEMENTS
“I would maintain that thanks are the highest form of thought, and that gratitude is
happiness doubled by wonder.”
---G. K. Chesterton
This thesis happened in part out of years of research that has been done. By that time, I
have worked with a great number of people, whose contribution in assorted ways to the
research and the making to the thesis deserved special mention. It is a pleasure to convey
my gratitude to all of them in my humble acknowledgement.
Gratitude is always felt; it is conveyed in the form of expressions through words and
actual respect from the core of one’s heart.
First of all, I express my deep sense of respect and reverence of Almighty Lord Sai
whose super natural power is always behind my life. Thank you Lord, thank you for
everything. I never have words to say to you what I want to say. But thank you very
much.
In the next place, I would like to record my gratitude towards my guide, Prof. (Dr.) Rishi
Shukla, for his guidance, supervision, academic contribution, fatherly guidance and
advice from the very early stage of this research as well as giving me extraordinary
experiences throughout the work. Above all and most needed, he provided me
unflinching encouragement, motivation throughout the study and support in various
ways. I am much indebted to him for his valuable advice in this thesis discussion and
furthermore, spending his precious time to read this thesis and giving his critical
comments about it. His truly management intuition has proved him as a constant oasis of
ideas and passions in management, which exceptionally inspired and enriched my growth
as a student, a researcher and a good person I want to be. I am indebted to him more than
I can express.
I would also like to give my heartfelt thanks to my previous guide Prof.(Dr.) Ankesh
Mundra, for always encouraging, motivating and enlightening me from the very
beginning. He taught me how to think, conceptualize, analyze and then draft this piece of
work right from the scratch. His academic support and inputs provided me valuable
insights.
I feel blessed that I had the opportunity to work in such a positive and supporting
department under the leadership of Prof. (Dr.) Rajendra Jain, (Dean, Research)
Oriental University, Indore, M.P, who always mentored me and provided his generous
help in various ways for the completion of the thesis.
The thesis work consumed a huge amount of work, dedication, time and resources. It
would have been impossible to complete without the support of many individuals.
Therefore, I would like to express my sincere gratitude to Shri. Praveen Thakral
(Chancellor), Prof. (Dr.) Dhruva Ghai (Vice-Chancellor), Prof. (Dr.) Rajendra Jain,
(Dean, Research), Prof. (Dr.) Dheeraj Nim (HOD, OSBM&C) Mr.Shyam Sunder
Agrawal (Assistant Professor, Faculty of Management Studies) and Ms. Shivangi
Songara, (Research Associate, Research Cell) at Oriental University, Indore for their
ever helping and motivating support during the course of research work.
Many thanks go in particular to Dr. Richa Darshan, for her advice and her willingness
to share her bright thoughts with me, which were very fruitful for shaping up my ideas
and research.
I am thankful to all librarians for always helping me out in searching, using books and
suggesting me the libraries and resources where I can get the required books.
It is a pleasure to thank all the managers of various food outlets in Indore and also to
individual customers for giving their precious time for filling up the forms from their
busy schedule.
I would have reached no where without my family. My father, Mr. Kailash Chandra
Sarothiya and my mother, Mrs. Kanta Devi and my brother and sister along with their
family members deserves special mention for their inseparable support and prayers. My
parents are the persons who put the fundament to my learning character, showing me the
joy of academic hobby ever since I was a child.
This list can’t be completed unless I say thanks to my fellow Research Scholars who have
always supported me at the time of need.
Lastly, I offer my regards to all those who supported me in any respect during the
completion of this thesis.
I submit this work for evaluation to Oriental University, Indore on Almighty’s blessings
and I feel great pleasure at this moment.
Prashant Sarothiya
OUI117RBA003
Indore
Table of contents
Chapter No. Chapter Name Page No.
Chapter 1 Introduction 1-9
Chapter 2 Literature Review 10-21
Chapter 3 Research Methodology 22-31
Chapter 4 Data Analysis and Interpretation 32-143
Chapter 5 Findings. Conclusions and Suggestions 144-172

List of Figures, Graphs and Pie-Charts
S. No Details of Figures, Graphs and Pie-Charts P.NO.
1. Figure 1.1: Market Size of Food Processing Industry 3
2. Figure 1.2: Export Data of Food Products 4
3. Figure 1.3: Food Processing Industry’s Contribution to India’s 5

GDP
4. Figure 3.1: Population Index 26
5
Pie Chart 4.1 : Age 34
6.
Pie Chart 4.2: Gender 35
7.
Bar Chart 4.3: Frequency Analysis 37
8.
Bar Chart 4.4: Frequency Analysis C2 Age Group 38
9.
10.
11.
12.
Bar Chart 4.8: Frequency Analysis B1 Age Group 46
13.
14.
15.
16.
17.
Bar Chart 4.13: Frequency Analysis CO1 Age Group 54
18. Bar Chart 4.14: Frequency Analysis CO2 Age Group 55

22. Bar Chart 4.18: Frequency Analysis CV1 Age Group 61
27. Bar Chart 4.23: Frequency Analysis Q1 Age Group 69
32. Bar Chart 4.28: Frequency Analysis FP1 Age Group 76
42. Line Graph 4.38: Mean of FP 135

List of Tables and Models
S. No Details of Tables and Models P.No.
1. Table 1.1: Time Line of Study 9
2. Table 2.1: Research Database 12
3. Table 3.1: Research Design 23
4. Table 3.2: Research Instrument and Data Collection 31
5 Table 3.3: Research Instrument Reliability 31
6. Table 4.1: Age 34
7. Table 4.2: Gender 35
8.
Table 4.3: Frequency Analysis 36
9.
Table 4.4: Frequency Analysis C2 Age Group 38
10.
11.
12.
13.
Table 4.8: Frequency Analysis B1 Age Group 45
14.
15.
16.
17.
18.
Table 4.13: Frequency Analysis CO1 Age Group 53
19. Table 4.14: Frequency Analysis CO2 Age Group 55

23. Table 4.18: Frequency Analysis CV1 Age Group 61
28. Table 4.23: Frequency Analysis Q1 Age Group 68
33. Table 4.28: Frequency Analysis FP1 Age Group 76
43. Table 4.38: Descriptive Statistics of Matric Variables 92
44. Table 4.39:Categorical Difference C1 Gender 93

47.
Table 4.42:Categorical Difference C4 Gender 96
48.
Table 4.43:Categorical Difference C5 Gender 96
49.
Table 4.44:Categorical Difference B1 Gender 97
50.
51.
52.
53.
54.
Table 4.49:Categorical Difference CO1 Gender 100
55.
56.
57.
58. Table 4.53:Categorical Difference CO5 Gender 103
59.
Table 4.54:Categorical Difference CV1 Gender 104
60.
61.
62. Table 4.57:Categorical Difference CV4 Gender 105
63.
64.
Table 4.59:Categorical Difference Q1 Gender 106
65.
66.
67.
68.
69.
Table 4.64:Categorical Difference FP1 Gender 108
70.
71.
72.
73.
74.
75.
76.
77.
78.
79.
Table 4.74:Categorical Difference C1 Age 114
80.
81.
82.
83.
84.
Table 4.79:Categorical Difference B1 Age 117
85.
86.
87.
88.
89.
Table 4.84:Categorical Difference CO1 Age 119
90.
91.
92.
93.
94.
Table 4.89:Categorical Difference CV1 Age 122
95.
96.
97.
98.
99.
Table 4.94:Categorical Difference Q1 Age 125
100.
101.
102.
103.
104.
Table 4.99:Categorical Difference FP1 Age 127
105.
106.
107.
Table 4.102: Categorical Difference FP4 Age 129
108.
109.
110.
111.
112.
113.
114.
Table 4.109: Sample Test H1 133
115.
116.
117. Model 4.112: M1 Structural Model Assessment with Controlled 138

Variables

Variables
119. Table 4.114: Assessment Value 141
120. Table 4.115: Validity of Model 142
121. Table 4.116: Cost Elements 145
122. Table 4.117: Brand Name and Reputation 147
123. Table 4.118: Consistency Element 149
124. Table 4.119: Convenience 150
125. Table 4.120: Quality 152
126. Table 4.121: Fast Food Preference Elements 153
127. Table 4.122: Categorical difference among Elements of Fast Food 156
Consumption and Gender
128. Table 4.123: Categorical difference among Elements of Fast Food 157
Consumption and Age

Variables
A Study of Customer Preference for Fast food

ABSTRACT
Submitted by
Prashant Sarothiya
Under the Guidance of
Customer’s Preference is often studied because certain decisions are significantly

affected by their Preference or expected actions. For this reason Customer Preference is
said to be applied discipline. In a general sense, the most important reason for studying
Customer Preference is the significant role it plays in our lives. Much of our time is spent
directly in the market place, eating or engaging in other activities. A large amount of
additional time is spent thinking about products and services, talking to friends about
them, and seeing or hearing advertisements about them. In addition, the goods people eat
and the manner in which they use them significantly influence how they live their daily
lives. These general concerns alone are enough to justify our study of Customer behavior
Buyer wishes must be made an interpretation of into item attributes to carry out shopper
situated item advancement. With expanding worldwide rivalry on food markets, new
contenders have been entering the serious field, and old contenders have been getting up
to speed with their skills in proficient creation furthermore, quality control. Food
handling has become a significant issue of public concern, empowering the Indian
Government and the food business to find ways to modify buyer certainty. Shoppers for
the most part express their interests on food handling, yet moderately a couple of them
seem, by all accounts, to be changing their food purchasing and utilization practices
considering their interests. There is a requirement for more mediation considers utilizing
valuing systems that can be carried out on a huge scale in place to checkout settings like
general stores. The previously mentioned study was subjective, and meant to distinguish
main points of contention, thoughts and contemplations of low-pay buyers about cost and
evaluating strategy and methodologies. It didn't take into account the various ideas of
'cost' and 'worth'. Cost can be viewed as 'the measure of cash charged for an item', while
esteem relates this cost to the apparent advantages of having the item. In light of above
discussion the present research is conducted with the primary objective to study the
Customer preference towards fast food.
The Research Study provides a better understanding of the Customers’ preference for
consuming fast food in Indore city as understanding the choice of fast food outlets can
assist food marketers and practitioners in developing marketing strategies and enable
them to reflect the most salient attributes to attract and retain customers. Furthermore, a
conceptual model of fast food developed in this research helps to provide a useful
framework for future research regarding Customer behavior and preference in the fast
food industry. The study area is limited to only Indore and the findings may need further
validation applicable to other cities of India. This contribution is practically important
due to the limited empirical studies on Customers’ fast food outlet selection behavior in
Indore city.
This is a quantitative research which is descriptive in nature based on quantitative

research methodology in which data is gathered using structured questionnaire with 5
point Likert Scale through which Customers statement were taken in the agreement.The
study has few suggestions for the future researchers that may provide the light for the
way that can be used to explore the research subject in an organized manner.
Key Words: Customer Preference, Fast Food, Food Industry, Customer Satisfaction,
Buying Behaviour

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A Study of Customer Preference for Fast food

Under the Guidance of

Food” is my own work conducted under the supervision of Prof.(Dr.) Rishi

Shukla (Supervisor) at Oriental University, Indore approved by Research

supervisor at the Centre.

either in this University or in any other University without proper citation.

Date: (Signature of Head of Institution)

Prof. Dr. Rishi Shukla

Date:......................... Address- Oriental University Indore

own work conducted under the supervision of Prof.(Dr.)Rishi Shukla at Faculty of

Management Studies, Oriental University, Indore (Centre) approved by Research

or in any other University without proper citation.

and supervision for the degree of Doctor of Philosophy of Oriental University,

days with me.

To the best of my knowledge and belief, the thesis:

i. Embodies the work of the candidate himself/herself.

ii. Has duly been completed

Signature of the Supervisor Date:

Prof. (Dr.) Rishi Shukla

This chapter comprises of introductory information on Indian Fast-Food Industry and

Chapter 2: Literature Review

Chapter 3: Research Methodology

Chapter 4: Data Analysis and Interpretation

Chapter No. Chapter Name Page No.

Chapter 1 Introduction 1-9

Chapter 2 Literature Review 10-21

Chapter 3 Research Methodology 22-31

Chapter 4 Data Analysis and Interpretation 32-143

Chapter 5 Findings. Conclusions and Suggestions 144-172

1. Figure 1.1: Market Size of Food Processing Industry 3

2. Figure 1.2: Export Data of Food Products 4

3. Figure 1.3: Food Processing Industry’s Contribution to India’s 5

4. Figure 3.1: Population Index 26

18. Bar Chart 4.14: Frequency Analysis CO2 Age Group 55

19. Bar Chart 4.15: Frequency Analysis CO3 Age Group 57

20. Bar Chart 4.16: Frequency Analysis CO4 Age Group 58

22. Bar Chart 4.18: Frequency Analysis CV1 Age Group 61

23. Bar Chart 4.19: Frequency Analysis CV2 Age Group 63

24. Bar Chart 4.20: Frequency Analysis CV3 Age Group 64

25. Bar Chart 4.21: Frequency Analysis CV4 Age Group 66

26. Bar Chart 4.22: Frequency Analysis CV5 Age Group 67

27. Bar Chart 4.23: Frequency Analysis Q1 Age Group 69

28. Bar Chart 4.24: Frequency Analysis Q2 Age Group 70

29. Bar Chart 4.25: Frequency Analysis Q3 Age Group 72

30. Bar Chart 4.26: Frequency Analysis Q4 Age Group 73

31. Bar Chart 4.27: Frequency Analysis Q5 Age Group 75

32. Bar Chart 4.28: Frequency Analysis FP1 Age Group 76

33. Bar Chart 4.29: Frequency Analysis FP2 Age Group 78

34. Bar Chart 4.30: Frequency Analysis FP3 Age Group 80

35. Bar Chart 4.31: Frequency Analysis FP4 Age Group 81

36. Bar Chart 4.32: Frequency Analysis FP5 Age Group 83

37. Bar Chart 4.33: Frequency Analysis FP6 Age Group 84

38. Bar Chart 4.34: Frequency Analysis FP7 Age Group 86

39. Bar Chart 4.35: Frequency Analysis FP8 Age Group 87

40. Bar Chart 4.36: Frequency Analysis FP9 Age Group 89

41. Bar Chart 4.37: Frequency Analysis FP10 Age Group 90

42. Line Graph 4.38: Mean of FP 135