Youth preferences for fast food industry: a conjoint approach
by Noopur Saxena; Mayur Taneja
International Journal of Public Sector Performance Management (IJPSPM), Vol. 6, No. 4, 2020

Abstract: The demand for restaurants has increased especially among the youth because of changes in their lifestyle and dietary habits. The choice to visit a restaurant is not only influenced by a single factor but numerous factors make a combined impact on the decision. Conjoint analysis has been applied to describe the utility values of factors. 204 youth customers from Delhi/NCR regions, in the age group of 16-25 years, who had recently in the past three months have dined at fast food restaurant were surveyed for their preferences towards different restaurant attributes. Price of the food was found to be the most important factor with highest utility, while the youth is least influenced by the food attributes. The findings suggest that fast food restaurants should not only compete on the basis of food quality but also on other variables identified by the study.

Online publication date: Thu, 03-Sep-2020

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Public Sector Performance Management (IJPSPM):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com