IJSRP, Volume 4, Issue 3, March 2014 Edition [ISSN 2250-3153]
CMA (Dr.) Kinnarry Thakkar, Mrunmayee R.Thatte
Globalization and modernization has redefined the Indian fast food industry and today people can be seen consuming food out of their homes moving towards superior and convenient options. The demand for fast food is on uptrend. Increase in the disposable income of the burgeoning upper middle class has contributed to the growth of food industry. Food franchises have made significant inroads into the franchising industry. Franchising is perceived as a beeline to expansion and growth of a business.
The present study is an attempt to study the consumers’ perception about two important food franchise, McDonalds and KFC. The study is an explorative study based on primary data collected from 150 respondents in Thane city through a structured questionnaire.
Various factors like variety of food items, quality, taste, ingredients etc are analyzed to study consumer perception about food franchise. The study revealed that price of the food items affect the frequency of visits to food outlets.