A STUDY ON CUSTOMER PERCEPTION TO WARDS

SERVICE QUALITY OF FAST FOOD

CHAPTER 1

INTRODUCTION
A fast food restaurant, also known as Quick service Restaurant or QSR within the
industry, Food served in fast food restaurants typically caters to be cooked in bulk in advance
and it is quickly kept packed for order to be delivered and is usually available ready to take
away,though seating may be provided. Fast food restaurants are usually part of a restaurant
chain or franchise operation, which provisions standardized ingredients and /or partially
prepared food and supplies to each restaurant through controlled supply channels. The
term”fast food” was recognized in a dictionary by Merriam –webster in 1951 practices and
systems that influence employees behavior,attiude and performance,it plays an active role in
attracting, Motivating, Rewarding and retaining employees .Training plays a very strategic
role in supporting a business. Training refers to a planned effort by a company to facilitate
employees learning of job related competencies. These competencies include knowledge,
skills or behaviors that are critical for successful job performance. Competitiveness refers to a
company‘s ability to maintain and gain share in an industry.
Food diversity in India is an implicit characteristic of India’s diversified culture
consisting of different regions and states within. Traditionally, Indians like to have home-
cooked meals – a concept supported religiously as well as individually. However, with times
due to increasing awareness and influence of western culture,there is a slight shift in food
consumption patterns among urban Indian families. Itstarted with eating outside and moved
on to accepting a wide variety of delicacies fromworld-over. Liberalization of the Indian
economy in the early 1990s and the subsequententry of new players set a significant change
in lifestyles and the food tastes of Indians. Fast food is one which gained acceptance of Indian
palate after the multinational fastfood players adapted the basic Indian food requirements viz.
vegetarian meals and selected non-vegetarian options excluding beef and pork totally from
their menu.
OBJECTIVES OF THE STUDY:
1. To know the social economic profile of the respondent.
2. To study the consumer perception towards fast food.
3. To study the reason for visiting the fast food restaurant by the respondent.
4. To know about the awareness level among the consumer of fast foods.
5. To study about health issue if any being caused by fast food

STATEMENT OF THE PROBLEM:

The study on the people such as individuals like house wife, students, salary person,
foodies and fast foods retailers. The propose of the study is to identify the customer
perception towards fast food.
Even though there is some health issue the consumers are preferring fast food for various
reason In this study it helps to know the factor chart influence them to buy the fast food as
The taste is mostly attractive kids The study helps to under the factors.

SCOPE OF THE STUDY

The market study was done in fast food. The customer perceptions are changing and
nowadays customer prefers fast food. Moreover to identify the most important factors
influencing repeat customers according to their taste, preference, quality of the food.

LIMITATIONS OF THE STUDY

 The study was conducted within Coimbatore only.
 The study was conducted in fast food customer only.
 The findings of the study are subject to basics.

RESEARCH METHODLOGY
 Research Methodology systematically solves the problem. The Objective of the study,
the methods are logically chosen and adopted, so that the results are capable of being
evaluated either by the researcher or by others.

RESEARCH DESIGN
Research design help to describe the present situations in order to know the effecting
recruitment sources to an organization. It is the logical and systematic plan to carry out a
research. Preparation of the design of the research is popularly known as “Research Design”.
The type of research conducted for this study is “Descriptive Research Studies “Descriptive
Research Studies” which are concerned with describing the characteristics of a particular
variable.

DATA COLLECTION
The study is based on the primary and secondary data.

 Primary Data
The primary data was collected with the help of a questionnaire.
The questionnaire was given to the respondents in person.
 Secondary Data
The secondary data includes the theoretical aspects of the study journal books.

SAMPLE SIZE AND SAMPLING METHOD

Sampling method
The sampling method used in the study is convenience method. The participants were
given a structured questionnaire and their respondents were collected.

STATISTICAL TOOLS
Percentage : percentage method refers to a specified kind which is used in making
comparison between two or more series of data.

Formula: observed factor/ total number of sample *100

CHAPTER SCHEME
The present study is spread over five chapters. The contents of the chap tents are as
follows:
CHAPTER 1: This chapter is dealing with introduction. It consists of problem of the study,
research methodology and limitation of study
CHAPTER 2: This chapter describe the review of literature
CHAPTER 3: This chapter contains the overview of the company’s history.
CHAPTER 4: This chapter deals with analysis and interpretation.
CHAPTER 5: This chapter is about findings suggestions and conclusion.

CHAPTER 2

REVIEW OF LITERATURE

This chapter presents the previous research works relevant to the chosen research topic in
order to have a better understanding and insight for the study. This exercise helps to
identify research gaps and provides a theoretical base for the research. It is a critical review
of what has been done; pulling disparate strands together and identifying relationships and
contradictions between previous research findings. The relevant literatures are reviewed
and presented in six sections as mentioned below:

2.1 Studies on consumption behavior of youth

2.2 Studies on fast food consumption behavior

2.3 Studies on perceptions of consumers towards fast food outlets

2.4 Studies based on consumer decision making styles identified by Sproles and
Kendall (1986)

2.5 Gender differences and consumer decision making styles

2.6 Other studies on consumer decision making styles

2.1 Studies on consumption behavior of youth

An understanding of consumption behaviour of youth could provide insights for the

organizations to target this segment to market their products/services. Chen –Yu and Seock
(2002) studied the shopping frequency, expenditure, purchase motivations, information
sources and store selection criteria of American youth in purchase of cloth. Results
revealed that for both genders, friends were the most important information source and
price was the most important criterion for store selection. Significant differences were also
found between genders. When impulse and non impulse shoppers were compared, significant
differences were found in all the clothing behaviours examined in the study.

Penman and McNeill (2007) explored consumption habits of the young adults from New
Zealand as they leave home and attain fiscal responsibilities. Results showed that young

consumers exhibited a propensity towards large volumes of non-essential purchasing with a

relaxed attitude towards debt and consumer purchasing. Consumption of disposable goods
such as fashion and entertainment items were seen as vital to leading a happy, fulfilled life
and the means by which these goods were accessed was of minor importance. Social
pressure was found to be the key driver of consumption choices in this group with the
majority of spending decisions made impulsively.

The marketers and retailers targeting young consumers need to understand the
motivational factors that drive this segment to go for shopping. Kaur and Singh (2007)
studied about the motives that drive young people to shop in departmental stores or malls.
The results of the study revealed that Indian youth primarily shop from a hedonic
perspective. They also viewed shopping as a means of diversion to alleviate depression or
break the monotony of daily routine. The youth were found to be serving as new product
information seekers, and hence the authors suggested that retailing firms could directly frame
and communicate the requisite product information to them. On the other hand Kim et al.,
(2003) in his study on shopping motivations conducted in U.S.A. have reported that mall
shopping motivations consisted of five dimensions: service motivation, economic motivation,
diversion motivation, eating out motivation and social motivation.

The consumer’s search for information has close association with their shopping
behaviour. Seock and Bailey (2008) conducted a survey among U.S. college students to
investigate their shopping orientations and examine the relationships between their
shopping orientations and searches for information about and purchases of apparel products
online. The study identified seven shopping orientation constructs namely: shopping
enjoyment, brand/fashion consciousness, price consciousness, shopping confidence,
convenience/time consciousness, in-home shopping tendency and brand/store loyalty. The
results highlighted that participants’ shopping orientations were significantly related to
their searches for information and purchases of apparel items online.

Youth of the present era is connected to the cyber world much more than ever.
Gupta and Gupta (2009) attempted to study the consumer behavior of urban Indian youth
who use Internet for shopping. The study found out that urban Indian youth is more an
online surfer than an online shopper. The researchers noted that only a very small
percentage of Indian youth has started appreciating the role of Internet in shopping.
 Youngsters in the current scenario are increasingly going in for branded products
and services. They prefer brands which express them. Sahay and Sharma (2010) focused
upon the brand relationships and switching behavior amongst young consumers for highly
used electronic durable goods. The results indicated that young consumers do form
relationships with brand(s) on six dimensions of consumer brand relationship namely –
love and passion, self connection, interdependence, commitment, intimacy and brand
partner quality. Peer influence was found to reduce the brand switching intentions.
Interestingly family influence was found to be higher than peer influence. While strong
brand relationships reduce switching intentions; they did not reduce price comparisons
owing to the price consciousness of Indian consumers.

Segmentation of consumers could enable the marketers to formulate clear cut strategies to
target different segments in an effective manner. Goswami (2007) investigated the
psychographic segmentation of college-goers of Kolkata, India based upon the values they
felt were important along with their activities, interests and opinions (AIO). The findings
revealed five groups or clusters namely – Life loving Go- getters, Politically conscious
positivists, Independent minded, Destiny believing pessimists and Happy go lucky
dependents.

Research Gap: Chen Yu and Seock (2002) stated that further studies with larger sample
size of young consumers and random sampling techniques are needed to provide consistent
evidence of generalized findings. Goswami (2007) stated that despite of the importance of
the youth segment in India as potential customers, this segment as a separate area of study
has not been adequately pursued. Seock and Bailey (2008) reported that future studies
should focus upon young consumers from diverse geographical areas. Sahay and Sharma
(2010) called for the conduct of further research on youth consumption behaviour across
different product categories. The authors also suggested to track the influence of brand
relationships on actual customer purchase behavior.

2.2 Studies on fast food consumption behavior

Organised fast food companies are letting their presence felt throughout the world. Keillor
and Fields (1996) studied the impact of national identity on the perceptions and attitude
towards fast food offerings in Hong Kong. The results of the study supported the notion
20
that fast food is more of a convenience item than a special treat. The findings of the study
indicated that the inclusion of traditional fast food items in the menu is essential and so is
the atmosphere in which the food is served.

Kara et al., (1997) examined how the perceptions of customers towards fast food
restaurants differed across two countries USA and Canada. The results of the study
revealed significant differences in perception between the frequent fast food buyers in USA
and Canada and also differences between consumers’ preferences for fast-food restaurants
in relation to age groups and frequency of buying.

Akbay et al., (2007) examined the relationship between consumers’ fast food consumption
frequency and their socio-economic/demographic characteristics and attitudes. The results
indicated that age, income, education, household size, presence of children and other
factors, such as consumer attitude towards the price of fast food, health concerns and child
preference, significantly influenced the frequency of fast food consumption.

Mattsson and Helmersson (2007) explored high school youths’ attitudes and perceptions
of fast food in Sweden. The study revealed that high-school students, in general, have a
clear opinion about the unwholesomeness of regular fast food consumption. These students
were aware of both the positive and negative characteristics of fast food.

Bryant and Dundes (2008) studied the perceptions of students from Spain and the United
States towards fast food. The researchers investigated the influence of culture and gender
on perceptions. American college males considered value to be a priority than other
respondents. Relatively few American college males cited nutritional status as important.
Americans considered convenience of fast food as more important than Spaniards. More
Spanish students objected to proliferation of fast food establishments in their own countries
when compared to Americans.

Qin et al., (2008) developed a model and the associated metrics that measure service
quality in fast food restaurants. The findings of the study revealed that the five dimensions
namely – tangibles, employee behaviours, reliability, responsiveness and empathy
positively influence the perception of service quality. Results also indicated that service
quality and customer satisfaction are two important antecedents of customer intention.
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Islam and Ullah (2010) studied the preference of fast food consumers in Dhaka city and
revealed that consumers gave more importance to brand reputation followed by nearness to
receive and accessibility, similarity of taste with previous experience, cost and quality of
food, discount and taste, cleanliness and hygiene, salesmanship and decoration, fat and
cholesterol level and self service factors.

Vanzyl et al., (2010) studied the consumption patterns, socio-economic characteristics and
other factors that influenced the fast food intake of young adults from different socio-
economic areas in Johannesburg, South Africa. Results revealed that twenty-one per cent
of all participants had fast food at least once a week, while 27.6% had it two to three times
a week. Socio-economic group and gender were significantly related to fast food intake
with a larger proportion of participants in the lower socio-economic group showing more
frequent use. Males consumed fast food more frequently than females. The most popular
fast foods consumed were burgers, pizza and fried chicken. The main reasons for choosing
fast food were time limitations, convenience and taste. The majority of the participants
were concerned about their health and indicated a fear of becoming overweight.

Anand (2011) explored the impact of demographics and psychographics on young

consumer’s food choice towards fast food in Delhi, India. The key determinants impacting
consumers food choice were found out to be passion for eating out, socialize, ambience
and taste of fast food and convenience for dual-income families in urban India. Findings
indicated that fast food companies can no longer rely on convenience as USP in India,
unless the implications of same on consumer’s health is given equal importance in the
years to come.

Ehsan (2012) analysed customer behaviour of University students towards fast food across
different cities in Pakistan to identify the important factors used by customers in the
selection of fast food restaurants and to study the differences/similarities in important
factors considered by customers in different cities for the selection of fast food restaurants.
The study revealed that most of the customers enjoy eating at restaurants with their friends
and family. Customers went to fast food restaurants for a change in taste and for an outing.
The majority of customers spent around 1,000 rupees in a week.

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Rezende and Avelar (2012) attempted to describe the eating out habits of consumers in
Brazil. The study revealed that a ‘search for variety’ was a motivator for eating outside the
home. The desire for ‘convenience’ was an important element on many occasions of
consumption. The younger people and people with higher incomes possessed more
intensive consumption and more favourable attitudes towards eating out. The study also
revealed that although eating out was a very popular trend, many of the consumers did not
voice any intention of eating out more frequently. Attitudes towards eating out was not all
so positive, with certain levels of suspicion or mistrust on the part of the consumers.

Research Gap: Kara et al., (1997) indicated that future studies could attempt to collect
data from the respondents at the consumption points (i.e. at the fast food outlets) rather
than from non-consumption points. Akbay et al., (2007) stated that future studies should be
carried out to analyse the influence of demographics and household composition on fast
food consumption behaviour. Mattsson and Helmersson (2007) indicated that future
studies could focus upon the peer group influence on young consumer’s attitudes and
perceptions towards fast food purchasing. Islam and Ullah (2010) reported that future
studies could focus upon additional factors influencing fast food consumption behaviour.
Anand (2011) indicated that further studies could focus upon the Government policy
implications of the fast food business in India which as per the author needs immediate
attention. Ehsan (2012) suggested that future studies could be conducted to analyse fast
food consumption behaviour of youth from other countries with cultural and geographical
diversities such as India. Rezende and Avelar (2012) called for the conduct of future
studies to analyse the influence of demographics, culture, attitudes and lifestyle on fast
food consumption behaviour.

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It is clearly observed from table 2.2 that eight decision making styles identified by Sproles
and Kendall (1986) have formed the base for factors which emerged in different studies
conducted across the world. Three of the consumer decision making styles namely
Perfectionist-high quality consciousness, Brand consciousness and Confused by over
choice consistently emerged in different research works carried out across the globe by
researchers.

Research Gap : Sproles and Kendall (1986) conceptualized eight basic characteristics of
decision making styles and developed a Consumer Styles Inventory (CSI) to measure
consumer decision making styles in U.S. Further they called for application and validation
of the CSI across different populations. Mokhlis and Salleh (2009) called for future
research works to be conducted on customer groups from different countries and regions to
seek the extent to which decision making styles are valid and generalisable. Most of the
previous studies based on consumer decision making styles were carried out in general
without any reference to particular products or services. Hence, Mitchell and Bates(1998);
Hiu A.Y. et al. (2001); Walsh et al. (2001); Bakewell C. and Mitchell V.W (2003); Wang
et al.,(2004); Leo et al. (2005); Bauer H. H. et al. (2006); Gupta et al., (2010); Firat (2011);
Anic et al.,( 2012) have suggested to conduct studies focusing on consumer decision
making styles with particular reference to a particular product. Ariffin et al., (2008) have
recommended that future studies should validate the CSI for the service industry.

2.5 Gender difference and consumer decision making styles

Table 2.3 Studies based on gender difference and consumer decision making styles

S No. Researcher (year) Study title Respondents Factors identified

1 Bakewell and
Mitchell (2003)
2 Mitchell and Walsh
(2004)
and place
GenerationY female Young female Recreational quality
consumer decision consumers seekers, Recreational
making styles (U.K.) discount seekers, Trend
setting loyals, Shopping
and fashion uninterested
and Confused
time/money conserving
consumers.
Gender differences in Consumers Male respondents -
German consumer (Germany) Brand loyal and time-
decision making energy conserving
styles Female respondents -
Price consciousness,
recreational

28
S No. Researcher (year) Study title Respondents Factors identified
and place

3 Mokhlis and Salleh Consumer decision Young adult Male respondents -

(2009) making styles in consumers Satisfying , Enjoyment-
Malaysia: An (Malaysia) variety seeking,
exploratory study of Fashion-sale seeking,
gender differences Time restricted and
Economy seeking
Female respondents -
Novelty-fashion
consciousness,
Recreational, Quality
consciousness, Time
energy conserving
4 Hanzaee and Generation Y Young Male respondents –
Aghasibeig (2008) female and male consumers Time energy conserving,
non perfectionist and
decision making (Iran)
low price seeking
styles in Iran
Female respondents-
Variety seeking and low
price seeking

5 Hanzaee and Iranian generation Y Young female Brand conscious,

Aghasibeig (2010) female market consumers perfectionist, novelty
segmentation (Iran) conscious, confused
by over choice,
recreational
hedonistic, impulsive,
price-value conscious
6 Bakewell and Male Consumer Male store-loyal/ low –price
Mitchell (2004) Decision-making consumers seeking, time-energy
styles (U.K.) conserving, confused
time restricted and
store-promiscuity

The above table clearly indicates that male and female consumers from different countries
such as United Kingdom, Germany, Malaysia and Iran differ in terms of their decision
making styles. This clearly indicates the gender specific nature of consumer decision
making styles.

Research Gap: Mitchell and Walsh (2004) have reported that it may be necessary to
study the influence of gender on consumer decision making styles so as to devise a more
gender-specific CSI in future. Hanzaee and Agashibeig (2008) stated that the items within

29
CSI instrument should be updated for newer generation of youngsters. Mokhlis and Salleh
(2009) stated that future research could incorporate data from customer groups from
different countries and regions to seek the extent to which decision making styles are valid
and generalisable. Hanzaee and Agashibeig (2010) suggested that future research should
examine the applicability of CSI for the general public.

2.6 Other studies on consumer decision making styles

Kamaruddin and Mokhlis (2003) investigated the influence of consumer socialization

agents and social structural factors on adolescents’ decision making styles. The influence
of social structural factors on adolescents’ consumer socialization processes was also
examined. Significant relationships were found between social structural factors and
socialization processes. Peers appeared to be the most important agents of consumer
socialization, contributing to a variety of desirable as well as undesirable consumer
decision styles. Printed media and television commercials were also found to be significant
sources of the acquisition of both desirable and undesirable decision making styles. Parents
and in-school education were insignificant in the acquisition of any decision making styles
among adolescents.

Leo et al. (2005) integrated the concept of CSI with Hofstede’s typology of culture to
demonstrate the influence of consumers’ cultural orientation on consumer decision making
styles. The study was conducted among the consumers of Australia and Singapore.
Australians were found to be more brand conscious and confused by over choice. There
were no cultural differences in terms of quality consciousness, recreation consciousness
and brand loyalty decision-making styles. Respondents from Singapore had unexpectedly
low levels of quality consciousness. Brand conscious decision-making was higher for
Australian consumers than for Singaporean consumers whereas on the other hand
innovative shopping behaviour was higher in the sample from Singapore than the sample
from Australia. There was no difference in recreation conscious decision-making style for
both cultures.

Bauer et al. (2006) investigated the relationship between product involvement and
consumer decision making styles. The researchers applied Sproles and Kendall’s (1986)
consumer decision making styles to different product categories. The survey was

30
conducted in Great Britain and Germany. The data was analysed using exploratory and
confirmatory factor analysis. The study established relationship between products and
consumer decision making styles. It was also found out that consumer decision making
styles are governed by consumers’ perceived product involvement.

Burns (2006) conducted a study to relate individuals’ consumer decision making styles
with their attitudes towards consumer free riding activity. A positive relationship was
observed between attitudes toward consumer free riding and price value conscious ‘value
for money’ as well as ‘perfectionism or high quality conscious’ consumer decision making
style. Three significant relationships were observed involving styles representing a
social/conspicuous orientation (brand consciousness, recreational or hedonistic
consciousness and habitual or brand loyalty). A relationship was not observed for novelty-
fashion consciousness style. The strongest relationship was observed between attitudes
toward consumer free-riding activities and the perfectionism or high quality conscious
consumer decision-making style.

Wesley et al. (2006) investigated how consumers’ decision making styles relate to their
shopping mall behavior and their global evaluations of shopping malls. The empirical
research does support the existence of consumer decision making styles among adult mall
shoppers in different mall contexts. Gender was found to be a prime antecedent associated
with consumer decision making styles. The influence of consumer decision making styles
on mall shopping consequences was subtle and indirectly influenced activities during mall
visits via influencing planned expenditure levels. Consumers very high in perfectionism
were most likely to be high in planned mall expenditures.

Cowart and Goldsmith (2007) studied the influence of consumer decision-making styles on
online apparel consumption by college students. The study investigated motivations for
online apparel consumption using the Consumer Styles Inventory. Data collected from a
sample of 357 US college students showed that quality consciousness, brand
consciousness, fashion consciousness, hedonistic shopping , impulsiveness and brand
loyalty are positively correlated with online apparel shopping. Price sensitivity was
negatively correlated with online spending. Shoppers with hedonistic, recreational and
impulsive orientation were found to be more inclined towards buying clothes online.

31
Hahn and Kean (2009) explored the relationships between self-construals and decision-
making styles of Korean college students. According to the researchers, Self-Construal
refers to how an individual thinks, feels and acts about his or her self in relationship to
others. A total of 872 Korean college students from three different Korean university
participated in the survey. The study revealed that Korean college students’ decision
making styles vary according to their self- construals. The findings of the study stated that
younger generation influenced by the western culture tried to emphasise their unique
individuality and changed their consumer values. Korean college students who held higher
independent self-construals tended to have Perfectionistic, Novelty/Fashion conscious,
Recreational and brand-loyal decision making style. On the other hand those who held a
higher interdependent self-construal tended toward Price-conscious, impulsive and
confused by over choice decision making style while making clothing purchase decisions.

Gupta et al., (2010) conducted a cross –sectional research study to explore the influence of
product involvement on GenerationY consumer decision making styles. The study was
conducted among a convenience sample of Generation Y consumers at a Midwestern
University. The results of the study revealed the difference in decision making styles when
buying high and low involvement products. Generation Y consumers were found to be
brand store loyal, spontaneous, price value conscious and variety seekers during the purchase
of a high involvement product than when compared to purchase of a low involvement
product.

Park et al.(2010) investigated whether consumers’ innate innovativeness is associated with

their shopping styles. The authors explored the relationship between two types of
innovativeness –sensory and cognitive and consumer shopping styles. A structural equation
model was used to test the relationship between cognitive and sensory innovativeness and
various shopping styles. It was found that cognitive innovators are inclined to show
shopping styles such as quality consciousness, price consciousness, and confusion by
overchoice. On the other hand, sensory innovators are inclined to have shopping styles
such as brand consciousness, fashion consciousness, recreational orientation, impulsive
shopping and brand loyalty/habitual shopping.

Anic et al., (2012) investigated decision-making styles of young consumers in Bosnia and
Herzegovina. The study aimed to test the applicability of Sproles and Kendall’s Consumer
Style Inventory (CSI). The paper also aims to segment young consumers based on their
decision-making styles (CDMS), profile consumer segments, and explore differences in
gender and household income among segments. The study was conducted upon 600 young
consumers aged 18-24 years from two large universities. The findings of the study revealed
20 items and six CDMS factor solution. The results further indicated that young consumers
in Bosnia and Herzegovina might be classified in five segments according to their decision-
making styles. Young males were shown to be impartial, middle ground consumers, while
females were more hedonistic-oriented consumers. There were no significant differences in
household income among segments.

Khare (2012) examined the influence of age, gender and consumer style inventory (CSI) on
Indian consumers’ local retailer loyalty. The findings of the study suggested that only three
decision styles – quality conscious, brand conscious and utilitarian conscious – emerged as
significant in the study. Age and gender was found to have a moderating influence on CSI
in predicting Indian consumers’ local retailer loyalty. The brand conscious and utilitarian
conscious consumers were more loyal to local retailers. Young and female consumers
preferred to shop from the local retailers.

Lysonski and Durvasula (2013) used the framework of consumer decision making styles to
investigate longitudinally how these styles have changed from 1994 to 2009. They also
conducted a cross-sectional analysis of the 2009 data to determine whether decision
making styles are shaped by psychological variables: perceived time pressure, shopping
opinion leadership, shopping self-confidence, consumer susceptibility to interpersonal
influence, and materialism. The consumer decision making styles were measured by using
CSI (Sproles and Kendall, 1986). The survey was administered to young Indian adults. The
longitudinal analysis revealed that four of the eight decision making styles changed
statistically between 1994 and 2009; there were increases for brand consciousness, novelty-
fashion consciousness, and impulsive-careless shopping while perfectionist-quality
consciousness decreased. The cross sectional analysis of the psychological variables
showed that perceived time pressure had minimal impact while shopping opinion
leadership and shopping self confidence had a major impact. Materialism and consumer
susceptibility to interpersonal influence had a moderate impact.
Research Gap: Wesley et al. (2006) stated that further work was needed to study the
antecedents and consequences of decision making styles and to further clarify the various
of types of consumers by multiple style orientations. Kwan et al., (2008) called for studies
to explore factors that influence consumer decision making styles. Park et al., (2010)
suggested to study the influence of additional antecedents such as personal characteristics
and behavioral consequences on consumer decision making styles.
1) Name
2) Age
a )Below 10 b )10-20 c )20-30 d )Above 31
3) Gender
a) Male b) Female
4) Educational qualification
a) school level b) UG level c) PG level d) Others
5) Occupation
a) Student b) Employee c) Businessmen d) Other
6) Marital status
a) Married b)Unmarried
7)Monthly income
a )Below 10000 b )15000-20000 c )20000-40000 d)40000-60000
8 )How much do you spend on an average for fast food in a month?
A )Below 500 b)501-1000 c )1001-2000 d )2000 above
9) what is one is your favorite fast food centre?
a )KFC b )MC Donald’s c )Dominoz d )Other
Specify________________________
9) How did you know about fast food tendency ?
a) Advertisement b) word of mouth c) relatives d )other
10) How often do you prefer fast food?
a )Every day b )Once a week c )Once a month d )Early morining
11) What time would you normally prefer fast food?
a )Before 12 noon c)Between 12-3 pm c )Once a month d )Not very often
12) Why do you prefer fast food?
a )They are quick b )They are inexpensive c )I like taste d )offers a variety
13) What kind of service do you normally prefer?
a )Door delivery b )Self service c )Food served on table d )other
Specify_________________________

14) The food served is attractively garnished

a) Very attractive b) Little attractive c) not attractive d) dissatisfied
with garnishing
15) Have you faced any kind of health issues taking fast food?
a )Yes b )No
16) If yes what kind of issues have you come across?
a )Stomach upset b )Allergy c )Vomiting d )others
Specify_________________________

17) If you would prefer suggesting having fast food to others, what would be
the
reason?
a )Healthy b )Easy filler c )Cost effective d )quality
18) Do you think this trend will?
a )Increase b )Decrease c )stable d )normal
19) With regard to your satisfaction what is your opinion ?
a) Agree b) Disagree c) Neutral d) Strongly disagree
20) What type of fast food would like to have
a) Fried rice b) Noodles c) sandwich
21) What is reason for visiting fastfood
a) Family outing b) Taste c) Reasonable price d) Good quality & quantity of
food served
22) What is the main reason for visiting fast food?
a) weekly outing b)get together c) taste preference d) other
23) Would you suggest fast food to other?
a) yes b) no
24) Rate the quality of fast food served?
a) Highly satisfied b) Satisfied c) Dissatisfied d) Highly Dissatisfied
25) GIVE SUGGESTION