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 |
Today’s consumers have exhaustive options and are literally spoilt for choice when it comes to choosing from where to dine out in the food service industry. American Food Restaurants (AFR) are niche restaurants that have convenient locations, quick and efficient services, easily transportable food, good flavours, clean venues and giveaways. The study unearths consumer’s awareness of the different brands of AFR’s, sources of information about American foods and AFR’s in Bengaluru city. Results obtained from 90 respondents have revealed that cent per cent of the consumers consume outside food. Other than dining out at AFR’s, consumers also dined at Ethnic restaurants and Chinese restaurants. Among the consumers patronizing American foods, two-thirds of the consumers were relying on information from advertisements followed by internet, point of display at the restaurant, television and friends/ relatives as the major sources of information. This study will be helpful for the new entrants in the food service sector particularly for the local brands and future potential international brands who are intending to launch themselves in the AFR market.
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