No abstract

No abstract

The changing life style and increasing disposable incomes had led to a tremendous growth of the restaurant industry. One of the restaurant formats attracting a larger section of consumers is the fast food eating joints or quick service restaurants. Fast food refers to the kind of food which can be quickly made and served in no time. One of the biggest merits of these restaurants is that it saves a lot of time thereby enabling the customer to get into multitasking.With the introduction of famous international franchises it has been noticed that consumers are day by day more inclining towards them. Consumers' choice of a particular restaurant depends on various factors like food quality, service quality, consistency in maintain quality and services , location, price, environment, parking facility and many more aspects. Therefore,consumer evaluation is very important to understand their attitude and the factors which determine their visit to the Fast Food Eating Joints. The present study is an attempt to understand the perception of consumers visiting the quick service restaurant in Jorhat town. The research also tried to highlight and study various factors which force the consumers to visit such eateries.For the fulfillment of the objectives of the study a well structured questionnaire is framed highlighting all possible factors which might influence a consumer visiting fast food eating joints. The structured questionnaire survey is done among 226 respondents and evaluation of the responses is done with the help of statistical tools and techniques.