To Study Factors Affecting Fast Food Consumption for Nuclear Families Having Working Women in Mumbai / Pune
Journal Title: International Journal for Research in Applied Science and Engineering Technology (IJRASET) - Year 2016, Vol 4, Issue 3
Abstract
The aim of the paper is to estimate the influence of prominent factors on fast food consumption for nuclear families having working woman in metro cities like Mumbai /Pune. Primary data is being collected by using list of questions and also both formal as well as informal interviews. This list of questions was responded by 93 nuclear families in the two cities. The families’ responses were captured using a rank order scale from 1 to 5, 1 being the Not Important and 5 being Very Important. Convenience method of sampling is used to collect the data. Content validity was tested from review of literature and inputs from fast food retailers. The result shows five prominent factors which affect fast food consumption for nuclear families having working women in Mumbai / Pune, namely: Rational buying decision of customers, Fast food consumption as Status symbol, Cooking at home is considered to be less priority work, Nuclear family related problems, and Importance given to Comfort & convenience. The study will help ready-to-eat or fast food outlet managers and industries to improve their sales and also advertising strategy.
Authors and Affiliations
Kiran Joshi, Komal Chopra
Keywords
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