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International Journal of Current Microbiology and Applied Sciences (IJCMAS)
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National Academy of Agricultural Sciences (NAAS)
NAAS Score: *5.38 (2020)
[Effective from January 1, 2020]
For more details click here

ICV 2019: 96.39
Index Copernicus ICI Journals Master List 2019 - IJCMAS--ICV 2019: 96.39
For more details click here

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PRINT ISSN : 2319-7692
Online ISSN : 2319-7706
Issues : 12 per year
Publisher : Excellent Publishers
Email : editorijcmas@gmail.com / submit@ijcmas.com
Editor-in-chief: Dr.M.Prakash
Index Copernicus ICV 2018: 95.39
NAAS RATING 2020: 5.38

Int.J.Curr.Microbiol.App.Sci.2018.7(1): 982-989
DOI: https://doi.org/10.20546/ijcmas.2018.701.118


An Assessment of the Awareness Pattern of Consumers about American Food Restaurants in Bengaluru City, India
Pooja S. Bhat1*, T.N. Venkata Reddy2 and P.K. Mandanna2
1Department of Agricultural and Rural Management, Tamil Nadu Agricultural University, Coimbatore – 641003, Tamil Nadu, India
2Department of Agricultural Marketing, Co-operation and Business Management, University of Agricultural Sciences, GKVK, Bengaluru - 560 065, Karnataka, India
*Corresponding author
Abstract:

Today’s consumers have exhaustive options and are literally spoilt for choice when it comes to choosing from where to dine out in the food service industry. American Food Restaurants (AFR) are niche restaurants that have convenient locations, quick and efficient services, easily transportable food, good flavours, clean venues and giveaways. The study unearths consumer’s awareness of the different brands of AFR’s, sources of information about American foods and AFR’s in Bengaluru city. Results obtained from 90 respondents have revealed that cent per cent of the consumers consume outside food. Other than dining out at AFR’s, consumers also dined at Ethnic restaurants and Chinese restaurants. Among the consumers patronizing American foods, two-thirds of the consumers were relying on information from advertisements followed by internet, point of display at the restaurant, television and friends/ relatives as the major sources of information. This study will be helpful for the new entrants in the food service sector particularly for the local brands and future potential international brands who are intending to launch themselves in the AFR market.


Keywords: American Food Restaurants, Fast foods, patronization, Awareness, Brand
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How to cite this article:

Pooja S. Bhat, T.N. Venkata Reddy and Mandanna, P.K. 2018. An Assessment of the Awareness Pattern of Consumers about American Food Restaurants in Bengaluru City.Int.J.Curr.Microbiol.App.Sci. 7(1): 982-989. doi: https://doi.org/10.20546/ijcmas.2018.701.118