Attitudes Influencing the Buying Behavior of Consumers in the Restaurant
Abstract
The franchises restaurant industry can be considered as part of big segment termed food processing sector but the scope is limited to ready to consume food material. The term Franchises restaurant can be referred to any food material that can be prepared and served very quickly. While any meal with low preparation time can be considered to be franchises restaurant, typically the term refers to food sold in a restaurant or store with less infrastructural facilities and served to the customer in a packaged form or may not be in packaged form for consuming on the spot or for taking away. The present study employs descriptive research in the form of a survey undertaken to quantify the salience of the attitudes influencing the buying behavior of consumers in franchising restaurant. The Chennai city is purposively selected for the present study since it is the predominating trade center for Tamil Nadu. The attitudes for buying behavior of the consumers in the restaurant were analyzed by calculating the weighted mean score and the results are presented in Table 8. In over all, the consumers were agreed with all the attitudinal dimensions. From the table, it is inferred that buying branded restaurant is important to me, i know the price i pay for most of the foods i buy, i make purchase decisions based on taste, i buy based on quality, not price, A server may influence me to consider or buy a foods, I make purchase decisions based on taste , My children have a significant impact on the foods I choose, I know the price I pay for most of the foods I buy, My spouse has a significant impact on the foods I choose with attractive, I like to shop around before making a purchase, I like to change foods often for the sake of variety, I always check the ingredients and nutritional content. , it was inferred that there was a significant differences between the attitudes influencing the purchasing behavior in the restaurant.
Vol. 2, Issue-I
May 2017
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