Consumer perception about fast food in India: an exploratory study

Goyal, Anita; Singh, N P

doi:10.1108/00070700710725536

Cited by 170 publications

(136 citation statements)

References 5 publications

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“…nutritional values, influence the brand perception of fast food products [17]. Other research investigated factors influencing the brand perception of fast food outlets by consumers from different countries, such as the USA, India, Malaysia, Pakistanetc [1] [18] [19]. According to previous research focusing on fast food branding [3] [18] [20], there are two main arguments why a strong brand identity is of key influence for market success: 1) a strong brand image can create a competitive advantage which is more difficult to copy than functional aspects; 2) the brand image reduces the risk of being perceived as a commodity and assist consumers in quickly developing expectations (and preferences) about this brand.…”

Section: Relevance Of Food Brandsmentioning

confidence: 99%

“…In compliance with the AHP, a pairwise comparison matrix is composed in order to calculate the weights of factors X 11 , X 12 , and X 13 in the form 1 2 5 1 2 1 3 1 5 1 3 …”

Section: Using the Analytic Hierarchy Process To Retrieve A Causal Efmentioning

confidence: 99%

“…McDonald's is the brand studied most frequently-not only because of its prevalence [1] [19] [20], but also due to its background as the world's major fast food advertiser. Thus, we compared McDonalds with two types of (hypothetical) novel brands: an imaginary novel global brand "FastyJu" and an imaginary novel local brand "Тинар" (Tinar), the latter written in Cyrillic alphabet.…”

Section: Vignettes Used For Revealing Consumers' Perceptionsmentioning

confidence: 99%

“…The fast-food market is now more global than ever and its popularity as well as the consumers' demand for it continue to increase [1] [2], causing ongoing new product introductions. When introducing novel food products, companies need appropriate knowledge about both the market and relevant marketing stimuli affecting their target audience's perception in order to conceptualize the overall marketing strategy.…”

Section: Introductionmentioning

confidence: 99%

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Predicting Brand Perception for Fast Food Market Entry

Teichert¹,

Effertz²,

Tsoi³

et al. 2015

TEL

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We present a combined and integrative market research approach to address common, but potentially neglected problems resulting from consumers' perceptions towards food brands. Our findings provide improved response measures and guidance for market entry strategies of established and novel food brands. Two knowledge sources and methods are combined to derive a model of brand perception: experts' opinions are elicited using the Analytic Hierarchy Process (AHP) to generate an overall causal effects framework for food brands. Complementary hereto, a survey of potential consumers retrieves consumers' perceptions regarding market entry scenarios of different food brands. A remote metropolitan area (Novosibirsk) was chosen as quasi-laboratory setting to simulate the market introduction of alternative fast food brands. Insights are gained about the interdependence of branding and advertisement effects. As expected, consumers' attitudes towards the brand and towards the ad are the key success factors for any type of brand. Different responses depend on consumers' expectations towards novel or established brands. Otherwise, the paper provides a proof of concept to integrate AHP and experts' assessments with consumer surveys. Findings indicate a large potential to join external and internal perspectives for obtaining more valid market assessments before the real market entry. Managers might need to enhance their model of assessed consumer perceptions with expert opinion before entering a market in order to align their advertising accordingly. Global and local brands face distinctively different market entry barriers. Novel global brands constitute a promising alternative for a food company wishing to enter a new market. Managers need to decide whether a combined specific approach is necessary and eventually incorporate it in case of new foods brands. A novel method is introduced to assess market perceptions of food brands before the latter actually enter the market. A combined approach incorporates expert opinions to enhance incomplete consumer information. Findings indicate strong interaction effects between brand and advertisement related factors which in turn strongly influence consumers' perceptions.

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Section: Relevance Of Food Brandsmentioning

confidence: 99%

“…In compliance with the AHP, a pairwise comparison matrix is composed in order to calculate the weights of factors X 11 , X 12 , and X 13 in the form 1 2 5 1 2 1 3 1 5 1 3 …”

Section: Using the Analytic Hierarchy Process To Retrieve A Causal Efmentioning

confidence: 99%

Section: Vignettes Used For Revealing Consumers' Perceptionsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Predicting Brand Perception for Fast Food Market Entry

Teichert¹,

Effertz²,

Tsoi³

et al. 2015

TEL

View full text Add to dashboard Cite

show abstract

“…Goyal and Singh (2007) con-ducted research about fast food in India, consulting 171 university students, having as its objective the identification of factors that influence them in the choice of a restaurant, they found the following hierarchy: variety, quality and flavor of the food, environment and hygiene, speed, price and location. Qin and Prybutok (2009) investigated the relationship among service quality, food quality, perceived value, customer satisfaction and behavioral intentions in fast-food restaurants.…”

Section: Introductionmentioning

confidence: 99%

Importance and the Zone of Tolerance of Customer Expectations of Fast Food Services

Campos

Nóbrega

2009

JOSCM

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How does addiction of fast‐food turn into anti‐consumption of fast‐food? The mediating role of health concerns

Shahzad

Lee

Hasni

et al. 2022

J of Consumer Behaviour

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This research investigates the complex relationships between fast-food addiction (FFA) and fast food-anti-consumption (FFAC). Specifically, we propose an intervening process through which FFA turns into FFAC. Using a randomised sample of 437 respondents from Sichuan Province, China, this study tests how concern about obesity and chronic disease arising from FFA can lead to FFAC. Consistent with published research, we find that consumers' situations (availability of fast-foods, attitudes towards food) coupled with food-based advertising practices are positively associated with FFA. Health concerns and food waste (FW) enhance negative feelings and motivate consumers to find ways to overcome FFA. As a result, consumers exhibit FFAC to overcome health concerns and undesirable mental states positively correlated with FFA. Our research offers new insights into the processes that drive FFAC and provides a robust guide for policymakers, applied psychologists, consumers, and food marketers who can use health-related marketing appeals to limit the binge eating of unhealthy foods. | INTRODUCTIONConsumption of fast-food has increased due to its convenience and availability, thus increasing obesity and health concerns (Goyal & Singh, 2007). Studies have found that consuming calorie-rich fatty foods leads to fast-food addiction (FFA) (Farah & Shahzad, 2020;Khalid et al., 2019). Overconsumption and FFA threaten consumer well-being in terms of health and cost (Pentina & Amos, 2011). Thus, marketing literature needs to increase its concern for consumer welfare (Tosun & Yanar Gürce, 2018). To promote consumer well-being, marketing research into food consumption has emphasised the topic of fast-food anti-consumption (FFAC)

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Consumer perception about fast food in India: an exploratory study

Cited by 170 publications

References 5 publications

Predicting Brand Perception for Fast Food Market Entry

Predicting Brand Perception for Fast Food Market Entry

Importance and the Zone of Tolerance of Customer Expectations of Fast Food Services

How does addiction of fast‐food turn into anti‐consumption of fast‐food? The mediating role of health concerns

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