The sixth chapter titled “Analysis of Customer’s Attitudes and Level of

Satisfaction towards Fast Food Products in Madurai District” deals with the analysis

of customer’s attitudes and level of satisfaction towards fast food products in Madurai

district”.

The seventh chapter titled “Factors Influencing Customer Satisfaction towards

Fast Food Restaurants in Madurai District” deals with the analysis of customer’s

service and customer’s retention in fast food industry in Madurai district.

The eighth chapter titled “Analysis of Service Quality Perspectives and

Customer Satisfaction of Fast Food Industries” deals with the analysis of model of

service quality gaps, level of customers’ expectation and perception towards service

quality of the restaurant staff like tangibility, reliability dimension, responsiveness,

assurance, empathy and also given dimensions of service quality of normality

distribution.

The ninth and final chapter titled “Summary of Findings, Suggestions and

Conclusion” deals with the key findings and certain suggestions are also given based on

the core findings.

CHAPTER II

REVIEW OF LITERATURE

2.7. Introduction
2.8. Entrepreneurship Development

2.9. Perception of Fast Food Industries

2.10. Customer Satisfaction of Fast Food Industries

2.11. Brand Preference of Fast Food Industry

2.12. Summary
2.1. Introduction

Only a few researchers have studied about fast food due to the recent origin of the

fast food industries. At the early stage of the present exercise, a review of relevant

literatures was undertaken to understand what has already been done by expert

committees and researchers in the sphere of fast food industries and the various

institutional arrangements for the promotion of fast food industries. The review was also

made in various theses, project reports, books and articles which enabled the researcher

to identify certain lacunae in the previous studies and helped to identify new area for

current research. A number of studies have been conducted previously under various

national and international studies related to this topic.

2.2. Entrepreneurship Development

S.N. Arjun Kumar (2012)11 in his study entitled “Entrepreneurial spirit and

motivation in small scale industries: A study of Mahabubnagar district, AP, India. In this

study the entrepreneurial spirit and motivation in small scale industries. Entrepreneurship

development institutions are trying level best to identify the factors that motivate them.

Before guiding them. It is necessary to find from the existing entrepreneurs. This paper

tends to identify the sources of inspiration, motivating and facilitating factors, and

rewards punishments. Measures which existing entrepreneurs used to motivate

1. S.N. Arjun Kumar, “Entrepreneurial spirit and motivation in small scale industries : A study of
Mahabubnagar district, AP, India, International conference on Technology and Business
Management, March26 -28, 2012, P.171-175.
employees’ awareness about business environment, factors effecting entrepreneurial

growth, opinions on licensing, subsidies and sources of business opportunities.

NorasmahOthman, et.al (2012)12 in their study entitled “Entrepreneurship program

evaluation in polytechnics: teaching staff’s perspectives”. It survives in complex and

dynamic economics challenges involved in the entrepreneurship program can stimulate

students’ entrepreneurial knowledge, experiences and skills. Therefore, teaching staff

have a vital role in stimulating and motivating the students’ involvement. This paper

aims to evaluate entrepreneurship programs in polytechnics from teaching staffs’

perspective. 109 samples were chosen from polytechnics from six zones in Malaysia.

This study uses descriptive survey method, using questionnaires. The findings showed

that institutional dimension is at moderate high level, with highest mean obtained from

the support given by administrators whilst the teaching staff’s level of knowledge

obtained lowest mean score.

Ansar. A. Rajput et.al., (2011)13in their study entitled “the impact of resources on

entrepreneurial success - a case study on commercial fast food SMEs”. This analysis has

endeavored to investigate the impact of resource (RES) factor on entrepreneurial success

for Pakistani SMEs. While investigating the impact, the author has benefited from the

2. Norasmah Othman, et.al, “Entrepreneurship program evaluation in polytechnics: teaching staffs’

perspectives”, International conference on Economics, Trade and development Volume 36, 2012,
p1-6.
3. Ansar A. Rajput, “The impacts of resources on entrepreneurial success - a case study on
commercial fast food SMEs, International Journal of Research in Commerce and Management,
Volume No. 2, issue No. 9 , 2011,P.7 – 14.
experiences of successful entrepreneurs engaged in commercial fast-food sector. It argues

that resource (RES) is a very important factor to determine profitability and business

success in this sector. It further argued that seeking economic growth through the growth

of SMEs sector is most appropriate strategy given the labor-abundant and capital scarce

nature of the economy. The proposed model is analyzed through statistical and

econometric techniques. The results so obtained validates theoretical model. The study

concludes that sufficient resources including finance, marketing, leadership and

experience are needed for the success of commercial fast-food SMEs.

Halifax et.al., (2008)14 in their study entitled “A Comparative Analysis of

Characteristics and Challenges of Male and Female Entrepreneurs in India”. In their

study explained the real sense there is hardly much of difference in performance between

male and female entrepreneurs. But many experts are of opinion that there exists a

marked difference between the male and female entrepreneur’s characteristics.

Biologically both male and female entrepreneurs are different. Women are regarded as a

fair sex because they are physically weaker than their male counterparts. There are

certain inherent characteristics which women entrepreneurs exhibit more than men.

Common traits of successful entrepreneurs irrespective of their sex are : high need for

achievement, internal locus of control, high need for independence and effective

leadership.

4. Halifax ,“a comparative analysis of characteristics and challenges of male and female
entrepreneurs in India”, Advancing small business and Entrepreneurship from Research to results,
international council for small business world conference, June 22-25, 2008.
2.3. Perception of Fast Food Industries

Anita Goyal N.P. Singh et.al.(2009)15 in their study titled “Consumer Perception

about Fast Food in India: an Exploratory Study” explained in their paper the importance

of various factors affecting the choice of fast food outlets by Indian young consumers.

The two fast food outlets' rating differs from significantly on the seven attributes.

McDonald's scores are higher on all of the attributes. Further, the consumers feel that

fast food outlets must provide additional information on nutritional values and hygiene

conditions inside kitchen. Fast food providers need to focus on quality and variety of

food besides other service parameters. There is a need to communicate the information

about hygiene and nutrition value of fast food which will help in building trust in the food

provided by fast food players.

Christopher Robert Aloia (2013)16 in his study entitled “Differences in perceptions

and Fast Food Eating Behaviours Between Indians Living in High- and Low-Income

Neighbourhoods of Chandigarh, India” . The purpose of this study is to explore the

differences in fast food preferences, perceptions, and patronage between Indians living in

high- and low-income neighbourhoods. This cross-sectional study recruited 204 men and

women (35 to 65 years in age) from high- and low-income neighbourhoods who

completed a questionnaire on fast food consumption. The differences were analyzed

5. Anita goyal, N.P. Singh, "consumer perception about fast food in India: an exploratory study",
British food journal, volume. 109 issue No: 2, p.182 – 195.
6. Christopher Robert.et.al.,“Differences in perceptions and fast food eating behaviours between
Indians living in high- and low-income neighbourhoods of Chandigarh, India” Nutrition Journal,
12:4, 7 January, 2013. P.1-5
using Chi-Square and t-tests for categorical and continuous variables respectively.

Overall, consumption of fast food was low. The study concluded that the People from a

high-income neighbourhood dined out more frequently and were more likely to perceive

Western-style food as fast food compared to their counterparts from the low-income

neighbourhood.

AzlinaSamsudinet.al.,(2011)17in their study entitled “In relation to that, in order to

change public perception towards fast foods, nutrition label acts as a safety guide in

choosing healthy foods”. Thus, this study aims to determine customers’ perception on the

icon- based nutrition labels of McDonald’s food products. The study was conducted at

McDonald’s outlets within Shah Alam area and the data was gathered through self-

administered questionnaires. From the analyses, the results showed that customers

positively perceived McDonald’s icon-based nutrition labels as a good effort and step

towards healthier lifestyle as people nowadays are more conscious and aware of their

health and nutritious food intake. Furthermore, the findings revealed some important

points which could be useful for the fast food operators, food manufacturers as well as

other restaurant operators to come out with the idea of producing nutrition labels as a new

marketing strategy or tool.

2.4. Customer Satisfaction of Fast Food Industries

7. Azlina Samsudinet.al., “In relation to that, in order to change public perception towards fast
foods, nutrition label acts as a safety guide in choosing healthy foods”, World Applied Sciences
Journal 12 -Special Issue On Service Sector Transforms the Economy, 01-07, 2011,p.1-6.
 Shahzadkhan et.al, (2012)18 in their study entitled “Determinants of Customer

Satisfaction in Fast Food Industry”. This research focused to find out what are the key to

success factors for fast food industry in region of Peshawar Pakistan. Fast food concepts

developed very rapidly in last few years in peshawar region. The failure or success of a

fast food industry based on some factors like promotion, service quality, customers’

expectations, brand, physical environment, price and taste of the product. To find which

of these factors has greater influence on consumer’s satisfaction, four fast food

restaurants customers were targeted randomly. These four restaurants were KFC,

CHIEF, ARBAIN CHICK, and PIZZA HUT. These data were collected from customers

of these restaurants when they were in restaurants for refreshment. Total numbers of

customers targeted was 120. From each restaurant 30 customers were targeted on

availability basis. On the basis of their responses multiple regression and correlation test

was applied. Findings of the study shows that service quality and brand are the key

factors for satisfaction in fast food industry.

Rajesh Rathore (2012)19in his study entitled “Perception of Customers towards

Organized Retail Sector and Empirical Study in Udaipur City. It started making its

presence felt nearly a decade after the first lot of entrepreneurs set up shop. A brief

introduction and evolution shows how the organized retailing changed its gears over the

8. Shahzadkhanet.al “determinants of customer satisfaction in fast food industry” International

Journal of Management and Strategy (IJMS), Volume, No.3, issue 4, January June 2012. P.1-8
9. Rajesh Rathore, “perception of customers towards organized retail sector and empirical study in
Udaipur city, International Journal of Retailing and rural Business perspectives, Volume I
Number 1, July-September 2012.p. 1- 7
period from panwaladhukan to chain stores across the length and breadth of India. In this

research paper the changing scenario of Indian consumers give a proof to the potential

opportunity in the retailing arena. SWOT and its subheads take down to the crux of

analysis into retail industry.

Dr.M.Vanishree et.al.(2013)20 in their study entitled “A Study on Customer

Awareness and Satisfaction towards Kentucky Fried Chicken (KFC) in Coimbatore”. In

this analysis the fast foods are quick, reasonably priced and readily available alternatives

to home cooked food. Unlike in developed countries where organized retail chains are

the driving changes in the food chain, in India. The organized food service will take the

lead for driving change in the short to medium term. The industry experts believe that

the middle class young population, with high disposable income, will spend more on

eating out at chained fast food outlets. The demand for ready – to – eat packaged food is

also expected to record strong growth in the country. The study explains changing life

style and aggressive marketing by fast food outlets, fast food is also becoming popular in

small towns therefore, success of existing fast food outlets and entry of more is

inevitable. Hence the researcher has chosen this area for the study. Tools like

Descriptive Analysis, Chi – Square Analysis and Average Rank Analysis are tested to

identify the awareness and satisfaction level of KFC customers.

10. Dr.M.Vanishree et.al. A study on customer Awareness and satisfaction towards Kentucky Fried
Chicken (KFC) in Coimbatore, International Global research analysis Volume -2, Issue 1, Jan -
2013, p.141-145.
 Ana Frias et.al (2010)21in their study titled “Valorization of Menu Labeling at Fast

Food Restaurants Exploring Consumer Perception”. The study aimed to investigate

Portuguese consumers’ interest for the provision of nutrition information at fast food

restaurants and reactions to alternatives presentations of this information. Four focus

groups with 5 to 8 consumers were conducted in which participants were asked to look at

their mock fast food restaurant menus that varied with respect to calorie information.

Participants also discussed fast food perceptions, attitudes and fast food meal Criteria

decisions as well as the influence of nutrition information available at fast food

restaurants on consumer meal decision. Men, compared to women, were more aware of

the possible ways in which fast food restaurants could provide good nutrition

information.

Hossein Nazakati et.al.(2011)22in their study titled “Adoption and Diffusion of

Innovations in Fast Food Industries” explain intensive completion in fast food industry,

force the companies to develop new recopies as well as to implement the innovative

marketing and business strategies to capture the higher market share in industry.

However, a large number of innovative ideas and products have failed in market because

they could not find the right channel to approach the customers. To get the better

11. Ana Frias et.al., “valorization of menu labeling at fast food restaurants exploring consumer
perception” Brazilian Journal of Food Technology, 6thsensiber, 19-21 , 2010, P.55-64.
12. HosseinNazakatiet.al ., “Adoption and Diffusion of innovations in Fast food industries”
Australian Journal of Basic and Applied Science , Volume 5(12) , 2011, P. 833-839.
perspective regarding this issue, this study has tested the model, which can explain the

reasons why sometime customers are not keen to purchase from particular brand or

location. The proposed model explains that how the four product/service characteristics

can influence various groups of consumers by different level of innovativeness. The

objective of this study is to compare the relationship between individual characteristics.

Results show that acceptability and compatibility of food with local food is not the main

concern for them to consume the fast food products. Moreover, results do not indicate

any significant relationship between innovativeness and advertisements about the

products.

Rajul Bhardaj (2011)23 in his study entitled “Perception about the Attributes of

Selected Fast Food Retailers and their Impact on Consumer Satisfaction and Sales”. This

present study attempts to measure the links between attribute perceptions and consumer

satisfaction in the food retail sector of India. The study relies upon an extensive data set

of consumer satisfaction and sales information from approximately 180 consumers.

Hypothesis constructed addresses the inherent non linearity’s and asymmetries in these

links. Further, an example of how firms can use the estimated linkages to develop

satisfaction policies that are predicted to increase store revenues has been presented.

13. Rajul Bhardaj., entitled perception about the attributes of selected Fast food Retailers and their
impact on consumer satisfaction and sales”. Management Convergence, Volume -1 Number – 2,
January -2011, P 83 – 102.
Secondly, the study advances the measurement of behavioral links between consumer

satisfaction and performance in the food retail sector with firm-specific data. Thirdly, the

study shows how firms can employ such results to develop appropriate consumer

satisfaction policies.

D.J. Petzer et.al (2009)24 in their study titled “Customer Retention Practices of

Small, Medium and Large Hotels in South Africa, An Exploratory Study”. This study

explains the increasing competitive environment organizations that are continuously

looking for innovative ways, not only to acquire but also to retain their customers. The

aim of this study is to establish the perceptions of hotel management of all sizes of hotel

regarding the importance of customer retention practices. An interviewer administered,

in office survey was used to collect data from a representative sample of 56 hotels in

Gauteng province, South Africa. Probability, stratified sampling as used to separate

hotels according to ownership type and size. The findings indicate that no significant

associations exist between the research variables and hotel size. The study contributes to

the relatively limited knowledge of services marketing in the hospitality industry,

specifically in the hotel sector.

14. D.J. Petzer et.al ., customer retention practices of small, medium and large hotels in south Africa,
An exploratory study African journal of marketing management Volume.1(1), April, 2009, PP.
032-042.
 Sumairashamoon et.al. (2012) 25in their study entitled “Bugs and Buds in Fast

Food Industry of Pakistan” effect of SWOT on the performance of fast food industry in

Pakistan. The purpose of this study is to explore the effect of internal factor of SWOT

and external factors on the performance of fast food in term of sales, profitability in

Pakistan’s fast food industry. The study analyses owners and managers operating fast

food outlets in five big cities of Pakistan. Convenient sampling as used and total of 60

questionnaires were distributed and 48 were received back. Regression analysis, F-

statistics, ANOVA and correlation matrix were conducted to measure the effect of each

variable in theoretical frame work. It was found that external factors of SWOT have

significant and positive relationship the fast food performance here as internal factors of

SWOT are negatively and insignificantly correlated with the fast food performance.

Abang Abdullah, et.al (2010)26 in their study entitled “Influence of Service and

Product Quality towards Customer Satisfaction: A Case Study at the Staff Cafeteria in the

Hotel Industry”. The main objectives of this study were to identify attributes that

influences customer satisfaction and to determine their relationship with customer

satisfaction. The variables included in this research are place ambience, food quality and

service quality as independent variables and customer satisfaction as the dependent

variable. A survey questionnaire which consisted of three parts to measure demographic

15. Sumairashamoon et.al., “Bugs and Buds in fast food industry of Pakistan effect of SWOT on the
performance of fast food industry in Pakistan”, School of Doctoral studies (European Union)
Journal, 2012 P.46-50.
16. Abang Abdullah, et.al, “ influence of service and product quality towards customer satisfaction :
A case study at the staff cafeteria in the hotel industry”, international Journal of Human and
Social Science 5:7, 2010, p. 454 – 459.
factors, independent variables and dependents variables was constructed based on items

determined by past research. The findings were discovered after conducting this research

and pervious research. Findings were strengthened by the results of this research, future

researchers could concentrate on determining attributes that influence customer

satisfaction.

M. Syed Ibrahim(2013)27 in his study entitled“ A Study on Customer Satisfaction

of Mobile Food Retailing in Salem City” showed that eating food outside has become a

trend now-a-days as fast work schedules of people does not give them enough time to

prepare food themselves. Mostly people in India prefer to take food outside from various

outlets like hotels, restaurants, dhabaas, mobile food vendors. Despite the increasing

interest in the area, there is a very little research on customer satisfaction in mobile food

vending service in our domestic market. This study analyses some factors which affect

customer satisfaction and the formation of customer reliability towards mobile food

vending in Salem city. The present survey has been done with 100 customers who

purchase food from mobile food vendors at various places in Salem city. The results

show that satisfaction is a mediate element between the performance and disconfirmation

of mobile food selling and has a positive influence on gaining customer delight.

17. M. Syed Ibrahim “A Study on Customer Satisfaction of Mobile Food Retailing in Salem City”
International Journal of Social Science Research Centre for Postgraduate Studies, University of
Malaysia, Kelantan, Volume 1, Issue 1, 2013 p. 49-58.
 Huam Hon Tat et.al.(2011)28 in their study titled “The Fast Food Industry in

Malaysia Describes the Increasing Competitive Challenges as with other Industries

Around the World”. The purpose of this study was to identify the key determinants of

customer satisfaction in fast food outlets and the current perceived service quality level

amongst undergraduate students in a public university in Malaysia. Besides, this study

was aimed at identifying the significant relationships between customer satisfaction and

customers purchase intentions. Among the five dimensions tested, assurance was found

to be the strongest determinant of customer satisfaction towards Fast Food Restaurants

(FFRs), followed by responsiveness, reliability, tangibility and empathy. The results also

supported the contention that customer satisfaction can lead to customer purchase

intentions. Recommendations to FFRs and discussions for future studies are also

provided.

Mohammad Haghighi et.al29 in their study entitled “Evaluation of factors affecting

customer loyalty in the restaurant industry”. The aim of the present research was to

investigate the factors affecting customer loyalty in the restaurant industry. The obtained

results shows that food quality, service quality, restaurant environment, and perception of

price fairness had a positive impact on customer satisfaction, but the impact of restaurant

location on customer satisfaction was not confirmed. Also, food quality, service quality

18. Huam Hon Tat, The fast food industry in Malaysia describes the increasing competitive
challenges as with other industries around the world, International Journal of Business and Social
Science, Volume .2 No. 5, March 2011, p.214 -221.
19. Mohammad, haghighi, “Evaluation of factors affecting customer loyalty in the restaurant
industry” African Journal of Business Management Volume. 6 (14), April, 2012 p. 5039-5046.
and perception of price fairness had a positive effect on customer trust. The results show

that food quality is the most important factor affecting customer satisfaction and trust in

roof chain restaurants. Customer satisfaction had a positive impact on customer loyalty,

but the effect of customer trust on customer loyalty was not confirmed.

Yesodha Devi, et.al (2010)30 in their paper titled “A Study on Customer

Preference and Satisfaction towards Restaurants in Coimbatore City” made discussion

that India is in the midst of a restaurant revolution. In 2004 alone, more than 175 mid-to-

top range restaurants opened in New Delhi and Mumbai. The main objectives of these

studies was to analyses the customer preferences and factors influence a customer to

choose a particular restaurant. It is evident from the study that the majority of the

consumer have visited different restaurants at different times. So the restaurant owners

have to take steps to retain the customers and make them a permanent customer.

Somnathchakrabarti31 (2010) in his study titled “A study of consumer purchase

behaviour of organic food in Delhi. This study is explained that the consumers were

increasing concerned about nutrition, health and the quality of their food. Food

Consciousness is getting reflected through consumer’s increased interest in organic food.

Global sales of organic products had reached 46.1 billion US dollars. Organic food

20. Dr. Yesodha Devi, et.al, A Study on customer preference and satisfaction Towards Restaurants in
Coimbatore city , Indian journal of marketing, Volume, xxxix No. 10 October – 2009 p 56-63.
22. Dr. Somnathchakrabarti, “A study of consumer purchase behavior of organic food in Delhi NCR
Region, Indian journal of marketing , volume 40, no 8, August-2010, p3-5.
markets are evolving at markedly different rates. The main objectives of this study are

the development of an understanding about the correlation between numbers of brands.

Ronald Gilbert et.al (2004)32 conducted study “Measuring Customer Satisfaction

in the Fast Food Industry: A Cross-National Approach” explains that in today's ever-

increasing globalization of services and brands, service-oriented businesses need to

attend to the satisfaction of their customers both domestically and abroad while

transcending unique cultural differences from country to country. This study provides a

cross-cultural comparison of service satisfaction of fast food establishments in four

English-speaking countries. It is based on data collected from customers of five globally-

franchised fast-food chains, using a previously developed service satisfaction instrument.

The study reveals that two empirically derived, cross-cultural fast-food customer

satisfaction dimensions: satisfaction with the personal service and satisfaction with the

service setting. Measurement of cross-cultural service satisfaction among franchised

brands and services aided business managers’ efforts to assess the quality of the services

they provide across national boundaries and on a more real time, practical basis.

Rohits et.al;33(2010) on their article titled “Changing Patterns of Food

Consumption in Karnataka” have analysed demographic variables which also determine

the composition of food basket consumed with rural households centered on forming

23. G. Ronald Gilbert, et al. , “Measuring customer satisfaction in the fast food industry: a cross-
national approach” Journal of Services Marketing, Volume.18 Issue: 5, 2004 p.371 - 383
24. Rohitset.al., determines the composition of food basket consumed with rural households ,
southern economist January -15, 2010 p. 21-22.
activities. The composition of food generally depends on the local availability and ability.

The main descriptive analyses of house hold expenditure towards, various food groups

provide important indicatives regarding the change in consumption pattern. In this article

author has concluded that the consumption of fruits and vegetables and other beverages

has also increased. This analysis points out that a great deal of efforts needs to be

concentrated in understanding the causes of dietary shifts and consider suitable policy.

The consumption basket of the rural and urban households is getting diversified. Hence,

agricultural policies need to be framed in a pragmatic manner to have impact on structure

of production, processing, marketing system to ensure inter sect oral food security.

Paul. T et.al;34(2010) in his study “Acuity of In – Store Cooked Food Retailing

(An Exploratory Study on Consumer Behaviour on in Store Prepared Food)”. In store

cooked food retailing was seemingly a new concept in Botswana with almost all the

supermarkets engaged with the concept. The main objective of the study is to find out

factors affecting preference and motives in the selection of in store cooked in main

supermarkets in Botswan and to determine how consumers rank the importance of store

atmospheric when choosing a store to purchase in store prepared food items. A major

food consumption trend in the world is that people prefer to eat out a lot. This prompts

the food retailers to formulate strategies that will help them adapt and respond according

to consumer’s Tastes and preference changes, especially in this economic crunch time.

25. Paul .T “Acuity of In – store cooked food retailing ( An Exploratory study on consumer Behaviour
on In store prepared Food)”. Indian journal of marketing volume 40 no. 6 june 2010, p 41.
 Shanthy A. Bowman et.al; (1992) 35 in their survey on “Fast Food Consumption of

US Adults” impacts Energy and nutrient intakes and overweight status”. The main

objective of this survey is to compare the diet quality and overweight status of free-living

adults, ages 20 years and older grouped based on their fast food intake status. Separate

analyses were conducted as to check the effects of fast food on diet quality of males and

females based on day one data and to compare dietary and overweight status of adults

who ate fast food on one-two or none of survey days. Conclusion of this survey fast food

consumption was associated with a diet high in energy and energy density and low in

essential micronutrients. Frequent fast food consumption may contribute to weight gain.

36
Noopur Agrawal, et.al (2008) in their paper titled “Analysis the Impact of

Television Advertising on Children’s Food Preference: A Study of Indian Perspective.

This study analysed the influence of television advertising on food and beverage

preference of food of kinds and beliefs of children. The major finding of this study was

the Indian scenario in television advertisement was still the most popular and effective

mode of advertisement especially for the child products. It was also revealed that for

26 Shanthy A. Bowman et.al “Fast Food consumption of US Adults” impacts Energy and nutrient
intakes and overweight status Industrial and labour relations review, volume.46,no 1. October
1992, pp. 6.
27. Noopuragrawalet.al., “Analysis the impact of television advertising on Children’s food
preference: A study of Indian perspective.” Indian journal of marketing volume xxxviii no. 6.
June – 2008, p. 49.
certain food products like health drinks and chocolates, the kids were highly driven by

catch promotional schemes.

Mohammad Riza, et.al; (2009)37 in their study titled “Factors Affecting Marketing

Knowledge Sharing (MKS), the case of Iranian food and Auto Industries” the study

covered the perceived benefits of MKS, perceived risks, attitude implements of behavior

intention to perform. The empirical findings of this study research clearly provide insight

for mediation role of attitude, towards MKS for perceived risk and benefits of MKS. The

MKS self- efficiency the more positive perceived MKS benefits.

Tawanda Dzama (2013)38 in her study entitled “Service Encounters in the Fast

Food Industry-Case of Midlands Province Sought to Evaluate the Service Encounter in

the Fast Food Industry in the Midland Province”. This study consists of effectiveness of

service encounters and determines the importance of the service encounter. Fast Food

Outlets from Gweru Urban were used in the study. A sample size of 180 respondents was

used and the response rate was 170 representing a 94% response rate. The key findings

of the study were the most used service encounter types in Fast Food Outlets are face-to-

face, telephone and remote service encounter, though face-to-face service encounter is

mostly pronounced type.

28. Mohammadrizaet.ali,“Factors affecting marketing knowledge sharing (MKS): the case of Iranian
food and Auto Industries” indian journal of marketing, Volume. Xxxix ,no- 12 dec- 2009, p. 47.
29. Tawanda Dzama., “Service encounters in the fast food Industry-Case of midlands Province
sought to evaluate the service encounter in the Fast Food Industry in the Midland Province”.
International Journal of Marketing, Financial Services & Management Research Volume.2, No. 6,
June (2013) pp.118-138
 Hollis Landrum et.al (2009)39 in their study entitled “Measuring is system service

quality with SERVIQUAL: User’ perceptions of relative importance of the five

SERVPREF dimensions. The study reveals that the service quality perceptions of

professional information system users. This paper also examines the relationship between

the relative importance allocated by the system’s users to each of the five SERVPERF

dimensions (dimensions that are shared with the SERVQUAL instrument) as measured

by the points allocated to that dimension and the ratings provided for the individual items

of the dimension. Findings suggest that users rate system responsiveness and reliability

above other service quality dimensions. Moderating influences in SERVPERF include

gender and pressure to perform.

Anthony Moruen Francis Gould (2007) 40 in his study “Employment Relations in

the Fast Food Industry”, the McDonald’s model of labour management has been widely

adopted throughout the study. This study interprets these two perspectives as reflecting

either misalignment of employee crew and employer preferences. The interpretation

recognizes that fast food work does not represent a career for many. The present research

uses a structured survey method to obtain data from crew and managers. Results are

analyzed using descriptive and inferential statistics. The findings focus on three areas of

labour management.

30. Hollis landrumet.al., measuring is system service quality with SERVQUAL: users’ perceptions of
relative Importance of the five SERVPERF dimensions Informing Science: the International
Journal of an Emerging Trans discipline Volume 12, Issues 2, 2009, pp. 17-32
31. Anthony Moruen Francis Gould“Employment relations in the fast food Industry”, The degree of
doctor of Philosophy, Graduated School of Management, Griffith University, Australia.2010.
 Gahukar (2009)41 in his article titled “Adulterated Food” the article published in

Kisan World has found that the food adulteration revokes the long standing problem of

food safety in India. Nationwide survey undertaken recently has clearly showed that food

is not only adulterated but also contains hazardous chemicals. The health risk in human

is increasing day by day, because rules and regulations are not strictly followed and

consumer should follow simple precautionary measures like as far as possible do not

purchase Junk/fast food unless they are sure of quality peel off skin of the vegetables use

in salad like carrots, radish, cucumber and like others.

Jonathan N. Mike(2007)42 in his study “Professionalization of Exercise Physiology

National and Global Problem of fast food” states that over the last 30 years the fast food

industry has become part of just about every face of American society. Fast food is

ubiquitous in nature and essentially unavoidable. Not only served at restaurants and

drive-through chains, but sporting events, airports, elementary, high schools, colleges and

universities. Most unfortunately, Americans spend more money on fast food than on

higher education, personal computers, computer software, and new cars. Americans

spend more on fast food than on movies, books, newspapers, magazines, videos, and

music combined. Sadly, 96 per cent of American school children can identify Ronald

McDonald, more than recognize the crucifix. Purchasing fast food has become a regular

habitual practice that is now taken for granted, much like many tasks of daily living.

32. R.T Gahukar,“Adulterated Food”,Kisanworld , volume 36, No. 8 August 2009 p.33
33. Jonathan n. Mike “Professionalization of Exercise Physiology National and Global Problem of
fast food” international electronic journal for exercise physiologists Volume. 10 no, 5 may 2007
pp. 1-7.
 43
Julie Guthman (2003) conducted study on “Fast food/organic food: reflexive

tastes and the making of ‘yuppie chow” and explained Organic food consumption is one

of several new trends in eating read as active opposition to industrialized food provision.

This study exhibits hundreds of millions of people buy fast food every day. The

uncomfortable parallel line between the growth of organic food, particularly salad mix,

and the contraction of particularly female body ideals provides more food for thought. It

considered that organic production depends on the same systems of marginalized labour

as fast food. The study concludes if the political importance of organic food/slow food is

attention to the labour processes and ecologies.

Lakshimi Priya (2009) 44 presented an article in a journal entitled “Home Foods-

Foods for Thought”. The main aim of this article is to find out quality and quantity of

food, best price, hygiene, modest, quick and efficient service. The study has found out

that average uneducated house wives with a talent for cooking can earn an income

without bothering about the nitty-gritty’s of marketing their food specialties, while these

hood foods joints and curry points can boast of offering “Home Foods” to their

demanding customer.

34. Julie Guthman. “Fast food /organic food: reflexive tastes and the making of ‘yuppie chow” Social
and cultural geography, volume.4 No,1, 2003, pp 45-58.
35. Lakshimipriya, “Home Foods-Foods for thought” Indian journal of marketing, Volume. Xxxix
,no-1 Jan 2009, pp.12-16.
 Lawrence F Kalz et.al; (2004)45 stated in their study “The Effect of the Minimum

Wage on the Fast Food Industry”. Using a longitudinal survey of fast food restaurants in

Texas, the authors examine the impact of recent increases in the federal minimum wage

on a low-wage labour market. The main objectives of this study are to know about

employment development in those firms likely been most affected by the 1991 minimum

wage increase than in other firms and also the price changes were unrelated to mandated

wage changes. In this study it was concluded that in the federal minimum wage,

registration increased. The amendments to the fair labour standards Act (FISA) further

permitted employers to pay teen age workers a subminimum or training’ wage equal to

85% of the minimum wage.

Dr S. Maheskumar (2009)46 conducted study on “Food Industry in India”.

According to the study, Food industry is the complex, global, collective of diverse

businesses that together supply much of the food energy consumed by the world

population. While India has an abundant supply of food, the food processing industry is

still nascent. Only two percent of fruit and vegetables and 15 % of Milk produced are

processed. The author states that India ranks first in the world production of cereals and

milk. It is the second largest fruit and vegetable producer and is among the top five

produces of rice, wheat groundnuts, tea, coffee, tobacco, spice sugar and oil seeds. The

36. Lawrence F Kalzet.al., “The Effect of the minimum wage on the fast food Industry”. Wisconsin
law review, July- 25, 2004 p.1161.
37. Dr. S. Maheskumarsengunthar Arts and Science College Tiruchengode, Namakkal-637205 Kison
World, Volume -36 No. 9 Sep 2009 pp 15-17.
study concluded that in India, food processing industry is relatively nascent and offers

opportunities for FDI. The Government has recently established special Economic zones

with the purpose of promoting exports and attracting FDI.

N. Mahalingam. (2010) 47 in his study titled “Innovative Strategies to Fight Food

Price Inflation” is concerned with the growth of the economy over 9% for three

consecutive years up to 2007- 2008. The purchasing power among the public has

accelerated. The main aim of this study is to analyse the supply and demand of food

grains. In this study it is concluded that the country matches the past to emerge as a

developed nation by 2020. As aptly pointed by the Honourable Prime Minister Dr.

Manmohansingh, India lives in two different worlds spiraled by centuries

MicheaelMccann (2009)48 in “Economic Efficiency and Consumer Choice Theory

in Nutritional Labeling” reports that more Americans consume fast food each year and

they are contracting serious diseases related to obesity. The main objectives of this study

is to describe in detail as to what extent does the growing consumption of fast food

contribute to the obesity epidemic and the incidence for disease? If the answered

indicates a meaningful contribution, a natural follow- up question then emerges. The

article explores obesity as an economic occurrence, and how varying legal remedies may

curtail, deleterious effects on the American economy. In accordance with that finding,

38. Dr. N. Mahalingam, kisan world – a journal of agricultural and rural development, Volume 37 no
6, june 2010, p 3-5
39. James hookway, ““Economic Efficiency and consumer choice theory in Nutritional labeling” fast
food acts global, tastes local” the wall street journal, march 12, 2008. P.b1.
this article ponders over whether an absence of nutritional labeling has precipitated over

consumption, and how the law may be optimally utilized to minimize associated

inefficiencies.

49
Nasbel A.A. Talib et.al, (2010) in their article titled “Impact of Agricultural

Finance on Food Security”, insisted that every economy in the world is caught in the

whirlwind of development, which boils down to whether the development strategy should

be agriculture oriented, industry- oriented or service oriented. In addition, there was cash

inflation and price rise up against the import of food. In 2008 prices double and this

period was known as the food crisis as opposed to the countries that limited the

implementation of such polices and interfered in the economical activity by providing

financial support, facilitation and financial and material incentives for all productive

agricultural sectors. The study has concluded that the agricultural growth is an important

elements in resolving food providing, enhancing food security. Agricultural finance

considers the main parallel of agricultural development in particular especially for food

security. In other hand food security reflected the effectiveness and utilization of finance.

50
Sundar (2004) exhorted his paper “Food Security and Sustainable Livelihood”

and explained that the food security is a major concern of development today, because

hunger and food insecurity have become global dimensions and they are likely to persist

and even to increase drastically in some regions. The study found concept of food

40. Nasbela.rt.al “Impact of Agricultural finance on Food Security”, southern economist, Volume 48
no.24 april 15 ,2010, pp. 45-48.
41. Dr. Isundar “Food security and sustainable livelihood” kisan world aug-2004 p 21-22.
security in terms of availability, access, utilizations, stability and acceptability. Some of

the concerns and problems relating to food security have been indicated here with a

specific notion of human rights approach in terms of right to food and food sovereignty.

This paper concludes that food security is a major concern of development in general

food security is distorted by inquisitor distribution.

Rajesjpal (2008)51 in his study titled “Food Situation and National Economy”

explains the main concepts of food availability is based primarily on certain fundamental

human values aimed at protecting humanity from the scourges of famine, hunger and

nutrition. The study mainly aims to discuss food grains along with yield and percentage

cover under irrigation over the past century, technological improvement dramatically

altered the production of food in most countries.

52
Ranjini.R et.al; (2010) entitled “Food Habits and Nutritional Status of IT

Professionals” explains the locate of the study chosen was the various software

companies of Technopark situated in Kazhakoottom Panchayat, people working on

computers for long hours have chances of falling prey to a new health hazard called

computer vision syndrome. A sedentary lifestyle, lack of exercise excess carbohydrate

and protein rich diet and improper eating habits have resulted in a wide range of

problems such as diabetes and hypertension. This study analysed the food use frequency,

42. Dr. Rajesj, Food situation and National Economy , kison world, Volume 35 no. 4, April - 2008,
pp. 25- 27.
43. Ranjini.R and sumadivakare, indian journal of nutrition and dietetics, Avinashilingam deemed
university for women, Coimbatore Volume – 47, no 11 nov-2010 pp 481-489.
preference, measures of food, nutrient intake nutritional status index of food habits etc.

The results of the study revealed to intake of all major nutrients.

R. Ramachandran (2008) 53 in his article on kinas world titled “India’s Position in

Global and Regional Food Production” analysed that the Indian economy both in terms of

its contribution to the total value added and as a support base for a large majority of the

labour force. Thus in the fact agriculture and industry are not alternatives but

complementary in the process of development. The main objectives of this study Global

position in agricultural products, production and percentage share of top five major

nations of the Globe 2005. This study concludes that the growth in agricultural food

products production during recent years has been weak as compared to past years.

Raphael Thomadsen (2007)54 in his study “Product Positioning and Competition:

The Role of Location in the Fast Food Industry” examined optimal product positioning

strategies of the symmetric firms in the context of retail outlet locations in the fast food

industry. The relationships between profits and product differentiation reveal that both

McDonald's and Burger King are better off avoiding close competition, if the market area

is large enough. However, in small market areas, McDonald's would prefer to be located

together with Burger King rather than have the two outlets be only a slight distance apart.

The role of price competition on product positioning is fundamentally different under

44. Dr. R. Ramachandran, “India’s position in Global and regional food production” kison world,
Volume 35 no. 2, feb- 2008, pp. 7-9.
45. Raphael thomadsen “Product Positioning and Competition: The Role of Location in the Fast Food
Industry” marketing science Volume. 26, no. 6, November -December 2007, pp. 792-804.
asymmetric competition than under symmetric competition. Price competition

unambiguously induces symmetric firms toward differentiation.

55
Singarajet.al (2010) their paper titled “Climate Change Impact on Food Prices

Rising: An Analysis” analysed the impact of climate change of food prices rise. It has

also touched upon comparative analysis of domestic and international food prices rise. In

the light of the study proposes additional measures that can help on controlling the price

rise. International food prices world food prices have seen a significant rise during the

current decade. The rise in prices was particularly sharp during 2007 through mid-2008

reflecting higher demand and low stocks. Prices of all major food items like rice, wheat ,

maize and edible oils increased more than doubled during the period 2005-2008. The

conclusion of the study is that the climate change and rising food prices not only affect

agricultural issues, but also affect broader social environmental and security issues, the

appropriate response should involve a combination of science, institutional and policy

innovations.

Singaraj et.al. (2010)56 titled “Implications for Food Security in India”. The

Climate change can directly offends a country’s ability to feed its people. Changing

rainfall patterns are likely to affect industry food security. Floods and sharp season’s

differences in water availability can also increase food insecurity. The main objectives of

46. A singarajet.al. Climate change impact on food prices raising- an analysis, southern economist
,Volume-48 number- 19,feb-1,2010 pp. 5-8
47. A. Singaraj et al “implications for food security in India, southern economist, Volume –
49,no. 6 july -15, 2010, pp 24-29.
this study is food security in India, impact of climate change on food security food

availability stability of food supplies. The climate change will also affect the ability of

individual to use food effectively by alleging the conditions for food safety and changes

the disease pressure from vector. The conclusion of this study was that the climate

change will affect all for dimensions food security, namely food availability, access to

food, stability food availability, access to food stability food supplies, and food

utilization.

57
S. Sitalakshmi (2010) conducted a study on “Towards Achieving a Second

Green Revaluation”- The role of radiation Technology in food processing management.

The study explains the growing concern about the Indian agriculture sector. The main

aim of this study was to study irrigation facilities and agriculture extension services. The

study found out in radiation processing, the food substrate in subjected to control

application of energy of ionizing radiations such as gamma rays, X- rays and accelerated

elections. The choice of the radiation source depends on the nature size and thickness of

the material to be irradiated. This study has concluded that there is an urgent need food

developing economies like India.

Varalakshmi et.al (2009) 58 in their article titled “Toxic Heavy Metals and their

Impact on Food and Human Health” defined pollution as introduction by man into the

48. R. Sitalakhshmi, “Towards Achieving a Second Green Revaluation” Journal of Financial Services
and Management, April-June 2010, Volume–I, pp.3-13.
49. L.R.Varalakshmi et.al, “Heavy metals and their impact on food and human health”, kisan world
Volumeum-36, No.10 , October, 2009 p44
environment of substance or energy liable to cause hazards to human and animal health,

living resources and ecological system, interference with the legitimate use of

environment. Pollution of environment has become a major problem of concern. Sewage

system, which is not maintained properly, cause a lot of heavy metal pollution as they

contain industrial wastes, food and other wastes. Heavy metal pollution is responsible for

several soil environmental problems physical methods is highly contaminated sites can be

cleaned up through physical excavation of soil.

Khatri puja et.al (2011)59 in their study concerned with “Customer

Satisfaction/Dissatisfaction has become an Important issue for Marketing Practitioners”.

There has been an increasing interest in customer service management with the objective

of delivering the best possible services. A sample of 100 respondents from India and

United States has been chosen in order to derive a cross cultural perspective. The data has

been analyzed with the help of SPSS and techniques of correlation, regression have been

applied on the same. Some of the important findings of the research are positive

correlation between service quality and brand loyalty (r=.527, p<.01), relationship

between service quality and re use of restaurant services (r=.615, p<.01) and positive

association between service quality and recommendation to friends and relatives (r=.762,

p<.01).

50. Khatri Puja , Relationship Between Service Quality and Brand Loyalty in Restaurants: A Cross
Cultural Study” International Journal of Engineering and Management Science, Volume 2(4),
201I P. 205 -2015.
2.5. Brand Preference of Fast Food Industry

Jorin (1987)60 examined the study entitled “Consumer Behaviour is Changing and

Offering New Opportunities. The changes in spending power and buying habits of swiss

consumers since the beginning of the 20th century and in the more reason past. Currents

trends include greater emphasis on health and safety of food step and less attention to

price increase demand for low calories light products and in his demand for organically

grow food. For young people are more concerned with enjoyment and less for health,

with more meals eaten from home and generally an increased demand for convenient

foods, the prospects for high quality branded products were seen to be good.

Kumar et.al (1987)61 the study observed the factors influencing the buying

decisions making of 200 and respondents for various food products. Country of the

origin and brand of the products were cross tabulated against age, gender and income.

The results revealed that the considered factors were independents of age, education and

income. The brand image seems to be more important than the origin of the product,

since the consumers were attracted by the brands.

2.6. Summary

51. Jorin (1987)60 “Consumer behaviour is changing and offering new opportunities. Berater
information, 26(9),p.3-8.
52. Kumar et.al , made in India, what it means to Indian consumers” Indian Journal of Marketing,
17(9) 1987,p.26-34.