Consumers' Satisfaction towards Branded Fast Food Restaurants in Erode City

Abstract

The restaurant industry being the largest service sector has a significant role in Indian economy. In today’s fastest walk of the day, fast food restaurant holds a pivotal position in restaurant industry. Among the various fast food restaurants in Erode City, the perception of consumers differs between branded and non-branded fast food restaurants. The growth in population, changing culture, trends in fashion, innovation in food items have led to the growth of fast food restaurants. In this aspect, the present research probes into the level of consumers’ satisfaction towards branded fast food restaurants by employing Chi-square Test. Further, the problems faced in utilising the services of fast food restaurant is analyzed with Weighted Average Ranking. The result showed that gender, age and monthly family income have significant association with the level of satisfaction towards fast food restaurant and more number of respondents faced the problem of consuming high fat content food items.