Study of Consumer Consumption Pattern of Food Delicacies and Cuisine of Indore City
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International Journal of Advanced Science and Technology Vol. 29, No. 6, (2020), pp. 7628-7638 Study of Consumer Consumption Pattern of Food Delicacies and Cuisine of Indore City Ms. ArkajaGarg1*,Dr. Shine David2 and Dr. P.K. Gupta3 Assistant Professor, Department of Commerce, FCBS, MRIIRS, Faridabad,Haryana, India Assistant Professor, Institute of Management Studies, Devi Ahilya University, Indore, MP, India Professor (Retired), Institute of Management Studies, Devi Ahilya University, Indore, MP, India [email protected] [email protected] [email protected] Abstract Indore has been famous for its heritage culture and cuisines since ages. It has glorious history of culinary presence in the world. The local food variety of Indore makes the city different and more attractive to tourists and it is also known as the food city. Indore food is backed up and inspired from Rajasthan, Gujarat and Maharashtra and offers a wide range and different taste in food delicacies. The cuisine of Indore is famous countrywide and major outlets like sarafa and chhappandukan offers best street food. Indore is the city which offers its delicacies round the clock. Sarafa bazar is the outlet which operates in night only. There are lot of mini street market in the entire city which offers special delicacies and provides a platform to hospitality industry and an attraction for tourism. Tourists visit for historical monuments, heritage culture and attractive cuisine. Over a decade, the society has witnessed drastic changes in the lifestyle of consumers and preferences towards commercial food service operations. While, there are so many gastronomical delicacies has been introduced in the market and has affected the likings in the food culture, it is also affecting the consumption of street food as well. There has been lot more facilities are available with the consumers such as enjoying at roadside or even can order to get it at home.The present study examines the behavioral changes in the consumption of street food, fast food in the city of Indore. Furthermore, it also studies the pattern of consumption that is people in Indore prefer more of enjoying street food outside on roads or they are preferring to order and enjoy at home. Keywords: Gastronomy;Consumer Behaviour; Consumption Pattern; Street Food Delicacies;Commercial Food Service Operations;Delivery Modes Corresponding Author: Ms. Arkaja Garg, Assistant Professor, Department of Commerce, FCBS, Manav Rachana International Institute and Research Studies, Faridabad,Haryana, India 121001 Introduction Travel and tourism has developed as a promptly growing sector of the economies of the world and has globally emerged as a gigantic social, economic and cultural phenomenon. ISSN: 2005-4238 IJAST 7628 Copyright ⓒ 2020 SERSC International Journal of Advanced Science and Technology Vol. 29, No. 6, (2020), pp. 7628-7638 The increasing trend and changing pattern of tourism replicates beautifully any countries history and cultural diversities and is catering tourists worldwide. (Robinson, Luck and Smith, 2013).At global platform the industry has slowly grabbed the market providing employment generation, increase in exports, promoting integration among cultures, cultural interactions of west and east. India holds a distinctively a special position in travel and tourism at global platform because of many factors such as majestic beauty and culturally diverse, one can enjoy all types of tastes and natural mesmerizing , splendid experience with a presence of different cultures, people, religion, local and gastronomical delicacies, heritage and festivities. Tourism is not one word but an amalgamation of series of services and activities performed for the tourists. The deciding factors and services may include transportation, food and beverage, accommodation, commercial food service operations, entertainment, facilities, shopping, medical and other related concerns of the consumers. Food and Beverage industry of any city plays a vital role for the growth of tourism in that said country. (S.N. Bagchi and Anita Sharma, 2012) Food is the main ingredient for livelihood and sustaining in the world. Delectable is the word enchanting to every connoisseur heart. A foodie soul will always represent immense satisfaction and true emotions for delicacies are cherished. Such emotional satisfaction can be experienced in the streets of Indore rich and blended with Rajasthan, Gujarat and Maharashtrian influence in food culture. The street food of Indore is populous and caters the capability for satisfying one’s hunger pangs. It offers variety of very different delicacies of sweet and spicy combination of chaats and snacky food eatables with traditional touch in main course. The most attractive aspect is that of welcoming and warm hospitality of shop owners and their generous attitude. Indore is one city where a consumer can enjoy delicacies at any point of time. Chappan Dukan and Sarafa Bazaar are world famous and offer traditional delicacies of the city. To name some famous gastronomical delicacies of the city involves Joshiji ke dahiwade, Saawariyan ki sabudana ki khichdi and bhutte ke kees, Vijay kikachori, Indori Khopra Pattis, Fried Garadu Indore Style, Nagori ki Shikanji, Anna kapaan, famous sweets includes jalebis, gulabjamuns, kulfis and rabris. Indore is not only rich in street food but also have an amazing blend of availability of junk food, commercial food service operations. There are restaurants serving food of various other delicacies too and are always found occupied. The consumers have different choices, they have different tastes, preferences, different purchase behavior, and especially they react as per their mood preferences. With the technological advancements we have actually entered the virtual market as an “e” generation. The young generation is more internet addictive which has given birth to online goods and services. One revolutionary measure in hospitality industry is that of home delivery option. Today anyone can order online whether from the streets of the city or the big fine-dine restaurant, all the participants of commercial food service operations are easily available on a single click of consumer. The digital world has provided different horizons to hospitality industry. To name few the famous online food delivery apps are Zomato, Swiggy, Food Panda are present in the market which duly takes care of consumers’ requirements and demands of the hour without any hassles. With digitization ordering food online is no more a pain as there are mobile apps available and organized and ISSN: 2005-4238 IJAST 7629 Copyright ⓒ 2020 SERSC International Journal of Advanced Science and Technology Vol. 29, No. 6, (2020), pp. 7628-7638 unorganized food sector is listed on the list of these apps and making payments are also not so difficult due to availability of wide range of payment options. Delicious food always delights both foodie and non-foodies. Delicacies associates emotions and increase hunger pangs and motivates to satisfy the arousing desire. Street food culture is extremely popular in the world. The street food of Indore comprises a blend of Rajasthani, Gujarati and Maharishtrian delicacies. In recent times the blend of southern Indian and western food culture has gained popularity in the street food. There are number of organized and unorganized street food points in Indore. Specialized delicacies are associated with each food point. Some famous delicacies of Indore are: Joshiji ka dahiwada, Saawariya ki sabudana khichdi, Saawariya ka Bhutte ka kees, Vijay’s special Matar kachoris, Indori Khopra Patties, Fried Garadu Indore style, Fried Garadu Indore style, Aloo ki chaat, Pani Puri (Golgappe) with seven flavors of water, Nagori ki Shikanji, Anna kapaan and sweets that include the best jalebis, gulaabjamuns, kulfis and rabris, Malpua and many more are available to choose according to individual likings. poha-jalebi combination and Indori namkeen are most popular among residents as well amongst visitors/tourists. Indori khatta Meetha mixture has gained popularity everywhere.(Mathews J. Chorneukar, 2014, MP Tourism). Virtual stores existence has become a reality for consumers to buy products 24X7 days through internet and associated technologies available, even remote rural areas. The phenomenal growth in E-commerce during the past decade can be attributed to a variety of reasons e.g. changes in consumer lifestyles, technological advancements, increases in consumer income and education, and rapid financial development throughout the world, and important the ease of using internet for buying. The use of the Internet as a shopping or purchasing vehicle has been growing at an impressive rate throughout the last decade. Electronic Online Food Ordering is gaining momentum after Zomato, Swiggy and other agencies have entered the both local and world market. Electronic Online Food Ordering is helpful in increasing sales volume of street food providers as they are able to supply in the consumer segment who are not able to personally the street food points for a variety of reasons like time paucity, geographical distance, traffic problems etc. Another reason seems to stop a group of people from approaching the food point is status. Present study is aimed to study the Indorians preference towards online food ordering or a personal visit to the street food point and enjoy. Review of Literature Today travel and tourism industry witnesses a huge social, economic, and cultural impact worldwide whereby there