Vol. 2 No.
1 December 2013 ISSN : 2319-961X
A STUDY ON CUSTOMER SATISFACTION TOWARDS FAST FOOD
RETAILERS IN MADURAI CITY
V. Karthigiselvan
Research Scholar, Department of Commerce,
Mannar Thirumalai Naicker College, Madurai
Dr.M. Senthilrajkumar
Assistant Professor and Head, Department of Commerce,
Bharathidasan University Constituent Arts and Science College, Nannilam
Abstract
A research study was conducted with an objective to understand the related issues of
customer satisfaction towards fast food retailers in Madurai district. In Madurai district have a great
potential of fast food retailers. In our Madurai district one third of peoples took food in fast food shop
like a food idely dosa parotta and some other non-vegetarian items like chicken and mutton fish and
egg dish item. The Madurai district people are likely to fast food shop like road side shop, platform
shop and four wheel shops, people would calculate how much it costs to make a chicken dish at
home(rather than eating out at a restaurant) and on realizing how much cheaper it is, would prepare
it at home. In a family, both of the husband and wife are working / doing business / earning, by the
time they return from work, the wife is too exhausted to prepare meals for the family and this makes
them to prefer fast food eating. This ultimately results in the growth and development of fast food
retailers.
Key Words : East menu and friendly Service, Low cost and fast service, Less time Consuming &
Quickly supply of food, Tasty and Quality and Quantity, Ambience, customer preference, Fresh &
hygienic of fast food.
Introduction
India is in the midst of a fast food restaurant revolution. Ten years ago, people
would calculate how much it costs to make a chicken dish at home(rather than eating out
at a restaurant) and on realizing how much cheaper it is, would prepare it at home. These
days, well heeled Indian is much more likely to go out. India represents a tremendous long-
term growth opportunity for the fast food with a population nearly. 1.1 billion People of
Madurai is belong to a strong infrastructure and a growing middle class.
The eating habits of the people are changed. In a family, if both the husband and
wife are earning, by the time they return from work, the wife is too exhausted to prepare
meals for the family and this makes them to prefer fast food eating. This ultimately results
in the growth and development of fast food retailers. Eating out has become more of ta
convenience rather than a fashion and now-a-days, it has become a routine on the
weekends. Also, with no domestic help in the house, most people in the city prefer to eat
out. Socio-economic changes in the country have brought significant changes in the attitude
of middle class. They expect a lot of choice. While prefer fast food the fast food retailers
also ready to serve both traditional dishes and western dishes. Frequently travels,
Shanlax International Journal of Economics 24
Vol. 2 No. 1 December 2013 ISSN : 2319-961X
professionals, executives and even children are also lured by the advertisements, are
pushing parents to go to out for fast food. Developing trends demanded diversified
customer services and fast food retailers are begum to do delivery services. This motivates
many entrepreneurs both big and small to start restaurants in the name of fast food. These
fast food retails purposefully serve the busy customer who likes to satisfy their hunger in a
quick manner and also with huge variety of food items. Thus, dinning out in fast food has
been the recent trend. Star hoteliers with their exquisite and diversified menu and low
price, attract clients and roadside dhabas have also improved their ambience and service
quality to woo the customers. With a gamut of fast food and eateries to choose from, the
restaurant is facing stiff competition.
Objective of the Study
1. To analyze the customer preference towards fast food retailers
2. To analyze the factors that influence a customer to choose a fast food
3. To analyze the opinion about the services of fast food retailers
Statistical Tools
1. Percentage analysis 2. ANOVA-test
General Profile of the Respondents
The general profile of the respondents is given in the Table 1. Out of the 100
respondent taken for the study, 32 percent belonged to the age group of below 30 years, 72
percent are male and 79 percent are unmarried. Regarding the educational, 38 percent are
graduates and 44 are employed. 34 percent have a monthly income of Rs 5001 – 10000.
Table 1 General profile of Respondents
Particulars Classification Numbers Percentage
Below 30 yrs 32 32.0
31 – 40 yrs 27 27.0
Age Group
41 – 50 yrs 28 28.0
Above 50 yrs 13 13.0
Male 72 72.0
Gender
Female 28 28.0
Married 21 21
Marital status
Unmarried 79 79
School level 35 35.0
Graduate 38 38.0
Education
Post graduate 23 23.0
Others 4 4.0
Business 32 32.0
Employed 44 44.0
Occupation Professional 6 6.0
Students 8 8.0
Others 10 10.0
Below Rs. 5000 26 26.0
Rs 5001 – 10000 34 34.0
Monthly Income
Rs 10001 – 15000 10 10.0
Above Rs. 15000 9 9.0
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Vol. 2 No. 1 December 2013 ISSN : 2319-961X
ANOVA – Personal Factors and Level of Satisfaction Score
Hypothesis
There is no significant difference among the personal factors in the average
satisfaction score. ANOVA was applied to find out the level of satisfaction between the
independent variables wise age educational qualification, occupation, income level and
item preferred and the results are depicted in Table 2 from the table, it can be inferred
that there is no significant difference among various personal factors on the level of
average scarification score.
Table 2 ANOVA – personal factors and level of satisfaction score
Significant/
Personal Factor F ratio ANOVA
Not-significant
Age .253 2.651 Not-Significant
Education .244 2.651 Not-Significant
Occupation .894 2.418 Not-Significant
Income Level 1.261 2.651 Not-Significant
Opinion on the Services Offered in the Fast Food Retailers
Table 3 gives the opinion of the fast food retailer’s service offered 54 percent of
respondents are strongly agree that the food served is very hot and fresh, 55 percent are
agree that there to many variety of items,46 percent agree that the good quality food are
served, 44 percent of respondent are agree that the fast food is tasty and low cost ,46
percent are agree that menu card is very easy to read, 54 percent are agree that the
service is friendly and 48 percent are agree that ambience.
Table 3 Opinion of the Fast Food Retailers Service
Particulars SA A N DA SDA TOTAL
No 54 40 6 0 0 100
Served hot and fresh
% 54.0 40.0 6.0 0.0 0.0
No 36 55 10 1 0.0 100
To many variety
% 36.0 55.0 10.0 1.0 0.0
No 36 46 18 0 0 100
Quality food
% 36.0 46.0 18.0 0.0 0.0
No 41 44 13 2 0 100
Tasty
% 41.0 44.0 13.0 2.0 0.0
No 20 60 18 2 0 100
Easy menu
% 20.0 60.0 18.0 2.0 0.0
No 18 54 24 4 0 100
Friendly service
% 18.0 54.0 24.0 4.0 .0
No 26 44 28 2 0 100
Low cost
% 26.0 44.0 28.0 2.0 0.0
No 34 48 18 0 0 100
Ambience
% 34.0 48.0 18.0 0.0 0.0
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Vol. 2 No. 1 December 2013 ISSN : 2319-961X
Consumption Pattern in Fast Food
The opinion about the consumption pattern of fast food is given the Table 4
regarding the items preferred in the fast food, 55 percentage of respondents are preferred
non-vegetarian, 72 percentage of respondents are like to preferred Chicken in non-
vegetarian fast foods, In vegetarian fast food 42 percentage of respondents like to prefer
other foods like variety rice and so on. 58 percent of respondent will go to fast food alone
and whenever desired is 58 percent of respondent, 55 percent of respondent spent at Rs 50
on the visit.
Table 4 Consumption Pattern in Fast Food
Particulars Classification Numbers Percentage
Vegetarian 25 25.0
Items Preferred Non-vegetarian 55 55.0
Both 20 20.0
Chicken 72 72.0
Mutton 28 28.0
Non – Vegetarian Fish / Sea foods 21 21
Others 79 79
Fried rice 20 20.0
Naan 14 14.0
Vegetarian Noodles 22 22.0
Mushroom 2 2.0
Others 42 42.0
Daily/Alternative Days 14 14.0
Weekly Once 20 20.0
Frequency of Visit
Twice in a Month 15 15.0
Whenever desired 51 51.0
Alone 58 58.0
With Friends 24 24.0
Visit
With Family 12 12.0
With Others 6 6.0
Below Rs. 50 55 55.0
Amount spent per Rs 51 – 100 24 24.0
visit Rs 101 – 150 16 16.0
Above Rs. 150 15 15.0
Prices are Competitive
Respondent’s opinion about Competitive prices on a 5 point rating scale is given in
Table 5 shows that 31 percent of the respondents are given a rating of 3 that the cost of to
their preferred fast food is low when compare to big restaurant.
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Vol. 2 No. 1 December 2013 ISSN : 2319-961X
Table 5 Prices are Competitive
Rating Respondent Percentage
One 19 19.0
Two 11 11.0
Three 31 31.0
Four 17 17.0
Five 22 22.0
Total 100 100.0
Conclusion
It is evident from the study that majority of the consumers have visited different
fast food at different time. So the fast food owners have to take steps to retain the
customers and make them a permanent customer. Majority of the respondents came to
know about the fast food through their friends. Hence, the fast food advertise with their
quality and Taste are the two major factors considered by the respondents in selecting a
fast food and so the fast food owners should not compromise on these aspects at any low
cost.
Reference
1. http://www.tsmg.com--Food retailing in India: Challenges and Trends
2. http://economictimes.indiatimes.com/topic/Fast-food-retailer
3. Sriram, V. P. "A Study on Retailers Attitude and Satisfaction in Parle-G Biscuits at
Madurai."
4. Karthikeyan, K., et al. "DETERMINATION AND VALIDATION OF RETAIL SERVICE
QUALITY INDEX (RSQI) IN APPAREL STORES IN MADURAI CITY." TECNIAJournal of
Management Studies: 13.
5. Bose, M. "A study on customer preference and satisfaction towards restaurants in
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Shanlax International Journal of Economics 28
