National Academy of Agricultural Sciences (NAAS)
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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 |
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.
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