MBA Journals Peer-reviewed management research from Consortium e-Learning Network

NOLEGEIN Journal of Entrepreneurship Planning, Development and Management

Determining Influential Factors on Attitudes and Revisit Intentions at Fast Food Outlets

  1. Nidhi Sharma Rukmini Devi Institute Of Advanced Studies
  2. Susangeeta Mukherjee

Abstract

This research explores consumer behavior within the fast-food industry, focusing on university scholars in Delhi, a pivotal demographic for fast food outlets. The study identifies several key factors shaping consumer attitudes and revisit intentions. Food quality emerges as a critical determinant, with scholars prioritizing taste, freshness, and overall quality when choosing fast food outlets. This underscores the need for outlets to maintain high food standards and innovate their menu to cater to diverse preferences. Price sensitivity is also crucial, as affordability and value for money are significant considerations for students with limited budgets. Fast food outlets can attract price-conscious consumers through competitive pricing, value meals, and student discounts. Additionally, promotional activities such as discounts, loyalty programs, and social media promotions are powerful tools for influencing consumer behavior and fostering loyalty. The study also highlights the importance of environmental factors—including ambiance, cleanliness, and seating availability—in shaping dining experiences and encouraging repeat visits. Lastly, with increasing emphasis on health, health considerations such as the availability of healthier menu options and transparency in nutritional information are becoming vital for attracting health-conscious consumers. Understanding these factors allows fast food outlets to enhance customer satisfaction and loyalty, driving growth in a competitive market
Support