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International Journal of Current Microbiology and Applied Sciences (IJCMAS)
IJCMAS is now DOI (CrossRef) registered Research Journal. The DOIs are assigned to all published IJCMAS Articles.
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National Academy of Agricultural Sciences (NAAS)
NAAS Score: *5.38 (2019)
[Effective from January 1, 2019]
For more details click here

ICV 2017: 100.00
Index Copernicus ICI Journals Master List 2017 - IJCMAS--ICV 2017: 100.00
For more details click here

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Original Research Articles

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 2017: 100.00
NAAS RATING 2018: 5.38

Int.J.Curr.Microbiol.App.Sci.2018.7(2): 1626-1632
DOI: https://doi.org/10.20546/ijcmas.2018.702.196


An Estimation of the Consumers Expenditure on the Consumption of American Foods
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:

American Food Restaurants (AFR) are uniquely designed restaurants accounting for a central and significant part of the Indian Food Service Industry. This study aims to draw attention towards lesser known aspects such as consumer’s mode of purchase and relevance of American foods and their monthly expenditure and per visit expenditure on American foods, for which data was collected from 90 consumers of American style foods and seven American Food Restaurants (AFR’s) were interviewed using a structured and pre-tested schedule in Bengaluru City and the collected data was analyzed using percentage analysis. Results proved that nearly three fourths of the consumers purchased American foods at the restaurant itself. The consumers who spent Rs. 2500-3000 on American foods per month constituted 25.56 per cent while a little more than two thirds of the consumers spent Rs. 100-500 on eating American foods (per visit).About 37.77 per cent of the consumers opined that they consumed American foods to satisfy cravings. The study recommends AFR’s to offer special dishes and change the specials regularly in order to satisfy adventurous diners who would like to try out new flavours as preferred by the consumers.


Keywords: American foods, Appetising, Expenditure, Limited Service Restaurants, Satiety
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How to cite this article:

Pooja S. Bhat, T.N. Venkata Reddy and Mandanna, P.K. 2018. An Estimation of the Consumers Expenditure on the Consumption of American Foods.Int.J.Curr.Microbiol.App.Sci. 7(2): 1626-1632. doi: https://doi.org/10.20546/ijcmas.2018.702.196