An evaluation of the effect of age, gender, domicile status and profession on consumers most preferred brand of American food restaurant for dining

Abstract

The food services market in India is projected to grow to Rs.4.98 trillion by 2021, increasing at an annual average rate of 10 per cent. With the market entry of a large number of Indian and foreign brands in the American Food Restaurant sector vying for customer attention, it has become difficult to keep away customers from binging and indulging at affordable outlets. The present study aims to check the effect of age, gender, domicile status and profession on the consumers most preferred brand of American Food Restaurant for dining. The study involved interviewing consumers of American style foods numbering 90 in Bengaluru city for their preference for American Food Restaurants and the data collected was analysed using Chi-Square Technique. Results revealed that there is impact of age, domicile status, occupation/ profession and no impact of gender on consumers most preferred brand of American Food Restaurant for eating out.