Authors: Ashutosh Kar; Sudip Kundu
Addresses: NSHM College of Management Technology, 60(124) B.L Saha Road, Kolkata, 700053, West Bengal, India ' NSHM College of Management Technology, 60(124) B.L Saha Road, Kolkata, 700053, West Bengal, India
Abstract: In today's dynamic environment, the change is inevitable and is the only constant thing, whether it is a change in attitude or thinking. The fast-food joints are a depiction of contemporary expertise, the conception of 'ready-cooked food to go'. Today's society depicts a contemporary swing like having a days meal away from home and it represents a substantial positive trend setting. Recurrently, the targeted groups are teenagers and the middle income households, unbalanced diet and unacceptable hygiene have been the lingering factors. The augmentation of fast food joints in Kolkata was pioneered by Monginis, whose infiltration objective followed a franchise model launching improvised product line. Do lifestyle changes, faster living trends affect food habits - its distress on Monginis? How would Monginis hold the varying trend of taste among Indian consumers? Where would one position Monginis in comparison to other food retail food chains in Kolkata?
Keywords: food habits; lifestyle; Western trends; fast food; franchised outlets; taste; preference; product line; confectionary; consumption habits; consumer behaviour; food fads; food culture; India; food retailing; food chains.
International Journal of Business Performance Management, 2014 Vol.15 No.1, pp.64 - 71
Accepted: 14 Mar 2013
Published online: 16 Jun 2014 *