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


Transition to New Normal: Evidence from Quick Service Restaurant

Author(s): Vidhya Pillai, Nataraja N.S., and Priya Vinod

The unprecedented nature of covid -19 pandemic has put off a long-lasting impact on both consumers and the business ecosystem. It has also changed the consumption pattern of consumers of fast-food business with new digital platforms that has now been extensively used by many individuals specifically the young population of the country. It has been observed that the way the consumers were purchasing earlier has changed and the retailers are curious to know in what ways they can improve the overall customer experience and to be mindful to undergo structural changes. This study tries to focus on understanding the consumer sentiment and behaviours while purchasing from QSR’s during the pandemic. Appropriate statistical tools like chi square, logistic regression models were used to analyse the data. To find the pertinency of the factors, logistic regression approach was used. The findings of the research would help the restaurants to identify the weaknesses and revisit their existing business models to maintain significant and withstand future disruptions. Those companies who wants to outlive must shorten their ranges, innovate themselves, and alter promotion strategies to accommodate the changing consumer preferences. The study also proves that companies that wish to stay pertinent through the catastrophe and handle the future, must be bold about the intensity and stride of their own transformation.

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