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MARKETING of FAST-FOOD PRODUCTS (A Study on Students’ Perception of Pizza in Chennai)

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MARKETING of FAST-FOOD PRODUCTS (A Study on Students’ Perception of Pizza in Chennai) Svādhyāya - International Journal of Transdisciplinary Research and Development (SIJTRD) VOLUME-1 ISSUE-1 MAY 2021 MARKETING OF FAST-FOOD PRODUCTS (A Study on Students’ Perception of Pizza in Chennai) S. AKSHAYA1, Dr.R.SAVITHRI2 Research Scholar1, Associate Professor2 1,2 Research Department of Commerce, Srimathi DevkunvarNanalal Bhatt Vaishnav College for Women [email protected] ABSTRACT India’s growing middle-class and their changing food habits are giving magnificent entrance to fast-food industries.The main objective of this research paper is to study onstudent’s perception of pizza in Chennai district. For this study, data was collected from 100 respondents. Descriptive and analytical research design was used. The studygave a useful insight on the improvement of Pizza Centers in future because the upcoming new economy is morecustomer oriented. Keywords: Fast foods, Pizza,Marketing, Price. INTRODUCTION Food diversity in India is an implicit characteristic of India’s diversified culture consisting of different regions and states within. Traditionally, Indians like to have home-cooked meals. However, with times, due to increasing awareness and influence of western culture, there is a slight shift in food consumption patterns. It started with eating outside and moved on to accepting a wide variety of delicacies from world-over. Liberalization of the Indian economy and the subsequent entry of new players set a significant change in lifestyles and the food tastes of Indians. Fast foods are quick, reasonably priced, and readily available alternatives to home cooked food. On the other side fast foods are high in calories, fat, saturated fats, sugar and salt. Urban Indians are amongst the top ten regular consumers of fast food across the sphere. Pizza is an emerging fast food in Indian urban areas. With the arrival of branded pizza such as Pizza Hut in early to mid-1990s, it has reached almost all major cities in India by 2010. International giants such as Dominos, Pizza Corner and Pizza Hut bombarded the Indian food market. Pizzas available in India range from localized basic variants available in neighborhood bakeries to gourmet pizzas with exotic and imported ingredients available at specialty Italian restaurants Pizza products have occupied a predominant position today. These products are used by all categories of people, children, young and old, male and female. Pizza is oven-baked flat bread typically topped with a tomato sauce, cheese, and various toppings. The modern pizza was invented in Naples, Italy. An © 2021, SIJTRD, ShrimathiDevkunvarNanalal Bhatt College for women, All right reserved http://www.sdnbvc.edu.in/sijtrd 16 Svādhyāya - International Journal of Transdisciplinary Research and Development (SIJTRD) VOLUME-1 ISSUE-1 MAY 2021 establishment that makes and sells pizzas is called a "pizzeria". Many varieties of pizza exist worldwide. Some of the Pizza outlets are Domino’s, Pizza Hut, Pizza Corner. REVIEW OF LITERATURE Methi S.M. and Tarun Gupta (2013) in the study of consumption pattern and health awareness as regards the effects of fast foods among 291 universities hostellers in Inverts university used Chi-Square analysis and found that respondents were not aware about the nutritional information and ingredients content in fast food. They do not bother about diseases that will result due to consumption of frequent consumption of fast food and it may cause obesity. Majority of respondents chose fast foods on the basis of name of the producer and Mc Donalds was the most preferred outlet. Majority ate Pizza and fruit juices and majority consumed fast foods one to two times a week and they took fast food for taste. Anita Goyal, SinghN.P. (2007) in their study seeks to estimate importance of various factors affecting the choice of fast food outlets by Indian young consumers and applied multivariate statistical tools to estimate importance of various factors affecting the choice of fast food outlets by Indian young consumers. The consumption patterns, impact of hygiene and nutritional values, and rating of various attributes of McDonald's and Nirula's. result indicate that the young Indian consumer has passion for visiting fast food outlets for fun and change but home food is their first choice. They felt that homemade food was better than food served at fast food outlets. They have the highest value for taste and quality (nutritional values) followed by ambience and hygiene. Three dimensions (service and delivery dimension, product dimension, and quality dimension) of fast food outlets' attributes are identified based on factor analysis results. The two fast food outlets' rating differ significantly on the seven attributes. McDonald's scores are high on all attributes except “variety”. Further, consumers feel that fast food outlets must provide additional information on nutritional values and hygiene conditions inside kitchen. Prakash Tiwari and Hemraj Verma(2008) in their study on Consumer perception about fast food in India: An empirical study of Dehradun city among 150 respondents used t-test and found that consumers of fast food visited fast food outlets in a week for taking snacks or lunch. McDonald is the most favored fast food outlet followed by Pizza Hut, Countdown and Dominos and people mostly visit restaurants for a change and for fun. T-test results show that there is significant difference between Pizza Hut and McDonalds on factors like price, hygiene and seating space. A large number of consumers feel that fast food outlets must provide the information which will increase the frequency of visit to fast food outlets. The current study is a preliminary investigation of perceptions that consumers in Botswana hold about fast-food restaurants in terms of health, convenience, price and service among 185 respondents used ANOVA and t-test. findings indicate that consumers in Botswana hold negative perceptions about fast-food restaurants with respect to health, price and the service they offer and positive perceptions about their convenience. Females also held © 2021, SIJTRD, ShrimathiDevkunvarNanalal Bhatt College for women, All right reserved http://www.sdnbvc.edu.in/sijtrd 17 Svādhyāya - International Journal of Transdisciplinary Research and Development (SIJTRD) VOLUME-1 ISSUE-1 MAY 2021 stronger negative perceptions about the nutritional value of fast foods than males. Additionally, young and middle- aged consumers perceived fast-food restaurants as providing more convenience than older consumers. These results suggest that the managers of fast-food restaurants in Botswana need to amend consumers' negative perceptions of health, service, and price, while consistently reinforcing positive perceptions of convenience. Elena-Nicoleta Untaru and Ana Ispas(2013) in their study as to why young people prefer fast food restaurants analysed views of 13 students from Transilvania University in Brasov, used quantitative marketing research i.e focus group method and found that the respondents like the taste of the products, their freshness and consistency, the physical environment and employees. Hossein Nezakati, Yen Lee Kuan, Omid Asgari(2011)in their study on factors influencing customer loyalty towards fast food restaurants among 230 respondents used Pearson correlation and found that all the nine independent variables (Product quality, product attribute, brand name, store environment, service quality, promotion, price, brand trust and customer satisfaction) have a positive relationship with customer loyalty. Product quality (0.586) has a strong positive relationship with customer loyalty while promotion (0.285) and brand name (0.219) has a weak positive relationship with customer loyalty. Other variables such as product attribute (0.407); store environment (0.326), service quality (0.300), price (0.361), and brand trust (0.455) and customer satisfaction (0.385) has a moderate positive relationship with customer loyalty. By using multiple regression, three variables namely product quality, customer satisfaction and brand trust have contributed to a significant positive influence on customer loyalty towards preferred fast food restaurants and findings indicate that Malaysian consumers are more concerned about product quality of a fast food restaurant. Kanimozhi N.and Jayakumar A.(2010) in their study on brand loyalty about oats users with special reference to Salem town, Tamil Nadu among 100 respondents used Garett’s Ranking Techniques and inferred that all the respondents in the Salem town purchase oats because of high vitamin content. I Rank is assigned for reduction of obesity, II rank is assigned for making a person energetic. Oats are sugar free, low priced, easily available, packaged attractively, easy to prepare, have a brand image, free gifts/ attractive offers place have been assigned later ranks. Feeley A, Pettitor JM, Norris SA (2009) in their study on Fast-food consumption among 17 year olds 655 respondents used Chi-Square test and inferred that the male consume more fast food in a week than a female, t- test results show that KFC is the most frequent fast-food outlet. OBJECTIVES OF THE STUDY © 2021, SIJTRD, ShrimathiDevkunvarNanalal Bhatt College for women, All right reserved http://www.sdnbvc.edu.in/sijtrd 18 Svādhyāya - International Journal of Transdisciplinary Research and Development (SIJTRD) VOLUME-1 ISSUE-1 MAY 2021 ➢ To study the student’s perception as regards towards Pizza ➢ To find out the major factors influencing the purchase of Pizza ➢ To suggest some measures that will be helpful
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