Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Changing Consumer Preferences: Factors Influencing Choice of Fast Food Outlet

Author(s): Bidyut Jyoti Gogoi

Fast food has become a part of the food consumption for many consumers in the present day. The changing consumer preference along with concerns of health have made the consumers more aware of the food they choose for consumption. Fast food consumption has been linked to overweight, obesity, high cholesterol, and other health related issues. To counter these challenges the fast food outlets are starting to introduce healthy options in their menus. Creating a favorable consumer perception helps the brands to garner profitability in the long run. The researcher in this paper tries to find out whether variety of products, food quality, services speed, price and nutrition has an impact on consumer perception which might positively influences the purchase decision. For this research the researcher has undertaken two prominent brands, Domino’s Pizza and Pizza Hut to study the influence of consumer perception on the buying decision.