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Volume-6, Issue-6, November-December 2016

International Journal of Engineering and Management Research
Page Number: 81-86

Comparative Study on Consumer Satisfaction towards Select Branded

Quick Service Retail Outlets with Special Reference to Chennai City
K.S Usman Mohideen1, Dr. R.Suresh2
1
Assistant Professor, Department of Management Studies, Sri Sai Ram Engineering College, Tambaram, Chennai, INDIA
2
Associate Professor, Department of Management Studies, Sri Sai Ram Engineering College, Tambaram, Chennai, INDIA

ABSTRACT advantages of fast food are accessibility, readily available

In today’s competitive world, consumer
satisfaction has become one of the most strategic tools for
measuring the success of the firm. This paper aims at
exploring the factors influencing consumer’s satisfaction
towards branded fast food outlets in Chennai city.The
factors includes Variety of product, Quality of product,
accuracy of service, delivery time, Store location, Staff
courtesy, ambient conditions and overall satisfaction.It also
aims at comparing selected quick service retail outlets.
Descriptive research is adopted for this study. Structured
questionnaire was used to collect data. The universe of
population includes respondents from Chennai city who are
the customers of KFC, Dominos, Subway, Pizza Hut and
Mc Donald’s. The samples were identified using
convenience sampling. The total sample size is 253. The
responses are analysed using SPSS and results were
presented using percentage distribution, cross tabulation,
mean and standard deviation, chi square and ANOVA. The
major findings of the study are quality of product is more
important and there is an association between branded
retail outlets and overall satisfaction.
Keywords-- Consumer’s Satisfaction,Fast
Industry,Branded Quick Service Outlets, Chennai City
I. INTRODUCTION
Fast food outlets are also called as Quick Service
Retail outlets that provides limited menu, limited service
and often self-serve counters. Branded fast food retail
outlets and consumption in fast food outlets are drastically
increased in last few years. Both have a high positive
correlation. Thus fast food outlets has become common and
this trend has penetrated in cities of India. Chennai City is
no exception to this percolation. The huge increase can be
contributed to rise of nuclear family, exposure to western
culture, dual income family and rapid urbanization. Fast
food outlets not only changed the lifestyle of consumers but
also resulted in unbalanced diets and altered tradition of
cooking at home. Successful quick service outlets in
Chennai are Kentucky Fried Chicken, Dominos, Pizza Hut,
Subway, Mc Donald’s and Burger King. All these popular
outlets are facing challenges due to customer’s taste and
concern towards nutritional values, this resulted in
expanding product range at competitive prices. The
food and image etc. Disadvantages of fast food items are
high calories, fat, salt and other unethical additives. Despite
of all these cons total food fast food production in India
may likely to double in forthcoming decade and there is an
opportunity for large investment in fast food. Fast food
service decreases the distance covered by the customer to
reach for eatables. This attracts all classes of people in the
society.
Customer satisfaction is actually how customer evaluates
performance and ability of a service provider to create a high
degree of satisfaction to maintain strong relationship with
customers. Because of these reasons company should consider
customer satisfaction as the key parameter while devising their
competitive advantage.
American Marketing Association defines brand as “a
name, term, symbol, or design or a combination of them,
intended to identify one seller and to differentiate them from
competitors” Kotler (2009)
According to Philip Kotler, Services is defined as an “any
act or performances, which is transferred from one party to
another, essentially intangible and does not result in
ownership”
food
II. OVERVIEW OF QUICK SERVICE
INDUSTRY
The history of quick service industry aka fast food
industry evolved right from bread stands in Rome and noodle
bars from Asia. During medieval period pastries, pies and
cakes were sold in cities like London and Paris. Coffee shop
started in western countries are used as gathering place and fun
time place. In countries like United Kingdom, Europe and
Australia, the culture of fast food services started with fried
fish available in beaches and river side. Industrial revolution
leads to rapid development of fast food industry as the products
have increased and number of players as well as outlets
increased drastically.
According to Economist Intelligence Unit India’s fast
food industry is expected to double from 2013 to 2016. The
quick service restaurant industry is still in the beginning and
there is a huge scope for more and more brands and outlets.
The growth in nuclear families, urbanization, exposure to
media and westernized culture have impact on eating out
trends. McDonalds, KFC, Pizza Hut and Subway are the major
players in Indian market.

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III. STATEMENT OF PROBLEM Ajobo (2012), he stated that customer prefers quality
food, cleanliness, consistency and staff attitude and states to
Consumer tastes and preferences are ever changing, gain more trust they should provide nutritional value meal.
this implies that every brand should concentrate on ways to
stay fresh in order to remain updated in the market. The fast VI. RESEARCH METHODOLOGY
food industry is no longer divided into clear-cut segments since
the services overlap sometimes. Therefore the way and manner Descriptive research design is adopted to achieve the
in which services provided are critical to gain unique purpose of the study. This aims to understand the underlying
advantage. Consumer satisfaction is formed by prior factors which influences consumer’s satisfaction towardsquick
encounters. So it is necessary to understand the consumer service outlet mostly visited. In this study outlet means
satisfaction based on demographic factors of the same. In this frequently visited outlet by the respondents.
regard different factors have been considered to understand The study is based on primary data collected from
consumer satisfaction. This will help the branded outlets to consumers directly using a structured questionnaire with
attract new customer and retain existing customers. multiple choice questions soliciting demographic
information and five point rating scale statements to discover
IV. OBJECTIVES OF THE STUDY consumer satisfaction. Demographic details of the
respondent’s includes Age, Gender, Family total income per
 To evaluate the impact of demographic factors on month, Marital Status, Family type, Family Size, Frequency
consumer’s behaviour pattern towards select branded of Visit per month and Average amount spent on single visit.
retail fast food services. The Five point rating scale ranges from Strongly Agree 5 to
Strongly Disagree 1. The questionnaire was framed in
 To identify the relative importance of factors
simple English to ease the process of understanding by
influencing consumer satisfaction towards branded
consumers and further interpretations by researcher.
quick service outlet.
The samples were selected using convenience
sampling. The questionnaire was circulated to many number of
V. LITERATURE REVIEW respondents and finally got completely filled questionnaire
from 253 respondents. Sending the questionnaire through email
Kinnarry Thakkar and Mrunmayee R.Thatte gives more freedom to responses and their convenience is
(2014), in their study they selected two food franchise, MC given priority.
Donald’s and Kentucky Fried Chicken. The factors like variety,
quality etc are considered and found that price of the items VII. RESULTS AND DISCUSSION
affect frequency of visit to maximum extent.
Micuda and Dinculescu (2010), states that quality
can be categorized into two different cues. They are intrinsic PERCENTAGE ANALYSIS FOR DEMOGRAPHIC
which includes flavour, size etc and other one is extrinsic PROFILE OF THE RESPONDENTS
which are not product specific but serves as a general quality
indicators for all products. Table 1: Respondents distribution towards Outlet, Age and
Agnes et al. (2004), this study reveals that the Income
waiting time, staff attitude, food quality affect customer
satisfaction.
Mona et al. (1998), they found that food type and quality are
the key factors in determining the customer loyalty and
satisfaction towards particular restaurant. They also states that
meal experience is increased by tangible things in the
restaurants.
Goyal& Singh (2007), They expressed few factors
influences consumption in fast food they are age, gender,
variety, price, delivery, convenience, location, cleanliness,
nutritional value, quality, taste, service and seating capacity.
YildizTiryaki and AykutGul (2007), the result of
this study expressed that age, income, education and other
factors influences fast food consumption.
Tabassum and Rahman (2012), they found that
consumer attitude was favourable for Pizza Hut because of its Table 2: Respondents distribution towards Gender, Marital
quality and environment and KFC at second position due to Status and Family Type
price and its quick service.
Huda and Hossain (2009), they stated that consumer
prefer fast food more than regular food because of food quality,
atmosphere, proximity, pricing and variety in menu.
Ibrahim and Vignal (2005), they found that
demographic factors such as age, income, education and gender
highly influence consumer behaviour towards fast food
restaurants.
Singh Chib (2012), he focused on two variables namely
customer satisfaction and service quality, he found that KFC
provided much customer satisfaction than MC Donald’s.

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Table 3: Respondents distribution towards Family Size, Table 7: Respondent’s Monthly Income distribution over
Frequency of Visit and Average Amount spent per visit Outlets

BIVARIATE TABULATION
Table 8: Respondent’s Family Type over Outlets
Table 4: Gender wise Distribution over Outlet

Table 5: Age wise distribution over Outlet Table 9: Respondent’s Family Size over Outlets

Table 6: Respondent’s Marital Status distribution over

Outlet Table 10: Average Frequency of Visit per month and Age

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Table 11: Average Amount spent per visit and Age Table 15: Average Amount spent per visit and Income

Table 16: Average Frequency of Visit per month and

Marital Status of the Respondents
Table 12: Average Frequency of Visit per month and
Gender of the Respondents

Table 17: Average Amount spent per visit and Marital

Status
Table 13: Average Amount spent per visit and Gender

Table 18: Average Frequency of Visit per month and

Family of the Respondents
Table 14: Average Frequency of Visit per month and
Income of the Respondents

Table 19: Average Amount spent per visit and Family Type

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Table 20: Average Frequency of Visit per month and
Family Size of the Respondents
Table 21: Average Amount spent per visit and Family Size
VIII. STATISTICAL ANALYSIS
Mean and Standard Deviation for parameters
influencing Customer Satisfaction
Table 22: Mean and Standard Deviation for parameters
influencing customer satisfaction
From the above table it is found that Quality of
product contributes more to customer satisfaction and then
followed by Staff courtesy, Ambience of the store, Variety of
product in the same order.
Chi Square
Ho: There is no significant association between
branded retail outlets and Overall Satisfaction
Table 23: Significance Value for Chi Square test
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Since calculated value is less than 0.05, H0 is rejected and
thus there is an association between brands of retails outlets
and Overall Satisfaction.
IX. ANOVA
ANOVA test between demographic profile of
customers and overall satisfaction.
Null Hypothesis (Ho): There is no significant
difference between demographic factors and overall
satisfaction.
Alternate Hypothesis (Ha): There is a significant
difference between factors influencing customer satisfaction
and overall satisfaction.
Table 24: ANOVA test for between demographic factors
and overall satisfaction
INFERENCE
The P value is 0.018 which is less than 0.05. So, Ho
is rejected. It infers that there is a significant difference
between respondent’s age and employeesatisfaction about the
remote PC monitoring.
X. CONCLUSION
The quick service retail industry has a tremendous
potential and growing one third of its own every year. The
brands like KFC, Domino’s, Pizza Hut, McDonald’s and
Subway. The study helps to understand the importance of
factors influencing customer satisfaction towards the store. The
important parameters that influences customer satisfaction are
Ambience of store, staff courtesy, Quality of product, variety
of product. It can also be concluded that overall satisfaction
differs from outlets to outlets. The study can be further
expanded by studying in detail about parameters of each retail
outlets using different research design and increasing sampling
size in each brands.
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