Street fast food (quick service restaurant) in Bhubaneswar: An empirical study on the taste of popular chicken dishes

The increase in the disposable income, changing consumer behaviour of the Great Indian Middle class has given a big fillip to the fast food industry in India. People from all demographic profiles like age, sex, income group, family, and region are happily taking food in these street fast food centres along with their family, friends, peers, associates etc. These fast food centres are now omnipotent irrespective of region, state, district, public places, multiplexes, shopping malls etc. The preference and consumption of chicken meat as one of the most popular fast food dish can be considered as a universal phenomenon and chicken meat is greatly accepted by consumers throughout India as compared to the other meat consumption. In this research we have considered four different chicken dishes Chicken chilly, Chicken tandoori, Chicken pakoda and Chicken kebab that are being most preferred by the customers in most of these quick service restaurants in Bhubaneswar. We want to test which of the above mentioned chicken dishes is being preferred by the customers. In addition to the taste we have assumed that the location where these dishes are being offered may have an impact on the taste of these dishes. The objective is to find out whether there is a significant difference between the tastes of different chicken dishes in Bhubaneswar and whether the location has a significant impact on the taste of the food dishes.