International Journal of Commerce and Management Research

International Journal of Commerce and Management Research


International Journal of Commerce and Management Research
International Journal of Commerce and Management Research
Vol. 2, Issue 2 (2016)

Perception of the quick service restaurant: An explanatory study


Afrin K, Prof Dr. Ramalingam S

Quick Service Restaurant (QSR) within the industry itself, is a specific type of restaurant characterized both by the fast cuisine and by minimal table service. Food served in fast food restaurants are cooked in bulk in advance and kept hot, is finished and packaged to order and is usually available ready to take away, eventhough seating may be provided. The Chennai city is purposively selected for the present study since it is the predominating trade center for Tamil Nadu. About 120 respondents were selected by adopting simple random techniques. Information was collected by interviewing the respondents by using well-structured interview schedule and the information collected pertains to the year 2015-16. Percentage analysis, mean ranking, Chi square test were carried out to draw meaningful interpretations. The majority of the consumers were the age group of 21-30 years. Married male respondents are visited the restaurant mostly. In the educational background post graduated are like to visit the restaurant. It is apparent that taste of the products was the major perception criterion followed by Speed of service, Attitude of Staff, Location, variety of products, Price, Customer Service, Opening Hours were the perceive by the respondent. The Relationship between the gender and the perception of the restaurant was significant. The relationship between the age and the perception of the restaurant was significant.
Pages : 51-53 | 2517 Views | 437 Downloads