Title: Youth preferences for fast food industry: a conjoint approach

Authors: Noopur Saxena; Mayur Taneja

Addresses: Vivekananda Institute of Professional Studies, AU Block, Pitampura, Delhi 110034, India ' Department of Commerce, Rajdhani College, University of Delhi, New Delhi, India

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.

Keywords: conjoint analysis; restaurant attributes; youth customers; fast food; food attributes; service attributes; price; customer satisfaction.

DOI: 10.1504/IJPSPM.2020.109302

International Journal of Public Sector Performance Management, 2020 Vol.6 No.4, pp.456 - 466

Received: 01 Aug 2018
Accepted: 12 Nov 2018
Published online: 03 Sep 2020 *

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