Study on Consumer Perception Vs Consumer Expectation for New Era ofIndian Quick Service Restaurant- Qsctv Model

Abstract

India is global village with wonderful awareness regarding globalization, privatization and information technology which made the India to elaborate its business opportunities, change in economic transitions and cross cultural activities. The increase in literacy and exposure to western lifestyles, increase in urbanisation which made Indian consumer to change in their consumable habits. In past decade the Indian cuisines were restricted to limited menus with traditional food where consumers have limited choice of selection of food items. Today the upcoming Indian Quick Service Restaurants (QSR) with strong back-ends controlling the quality, hygienic and cost designed on the format of necessity based eating out have filled in the lacuna. The present study identifies the consumer perception and consumer expectation for new era of Indian quick service
restaurants, purchase decision and consumer preference on perception of quality from major categories of food, the analysis is also made using porter’s five force model to estimate various factors affecting the choice of quick service restaurants by Indian consumers. The study also helps in analysing the factors influencing the choice of quick service restaurants by Indian consumers in the metro city of Hyderabad. The study also drafts a new model called QSCTV model for Indian QSRs.