Guess why people choose international food brands over local food brands? Examining the factors affecting Pakistani consumers in selecting an eating place
DOI:
https://doi.org/10.61841/qar8em10Keywords:
Consumer Perceptions, Consumer Psychology, Fast-Food, Globalization, International Food Franchise, Local Food BrandAbstract
Urbanization and transformation have reinterpreted the Pakistani fast-food business, and nowadays the public has developed a habit of taking meals out of their homes, selecting loftier and more expedient choices. The consumption of fast food is becoming popular among youth day-by-day. Escalation in the earnings of the flourishing middle class has contributed to the evolution of the fast-food business. Fast-food restaurants have made momentous inroads into the franchising business of Pakistan. Franchising is seen as a very direct line to the development and progression of a business.
The current research is an effort to study the customers’ perception about their preferences of international food franchises (including McDonald’s, Pizza Hut, Burger King, Domino’s, Subway, and KFC) over local fast food outlets.” This work is based on exploration through primary data collection from 120 regular customers (respondents) living in a main city of Punjab by using a structured questionnaire. Plentiful features like quality of food, service, taste, environment, hygiene, health food, easy takeaway, etc., are studied to collect customers’ insight about the selection of fast-food franchises for dining or off-time meal intake. The research exposed that the taste and quality of the food items distress the regularity of stopovers to foodstuff openings, followed by cleanliness and hygiene. It can set a guideline for business professionals of this business or entrepreneurs who are considering starting a fast food business. This study can also be helpful for the local food franchises to flourish their business in parallel to international food chains. Consumer perception of our youth, who are major consumers of such food, can set a benchmark for the fast food sellers to develop certain features in accordance with the liking of the consumers that will lead to expanded business for them and quality food at affordable prices for the consumers.
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