Department of Agricultural and Rural Management, Tamil Nadu Agricultural University, Coimbatore, 641003, Tamil Nadu, India
1Department of Agricultural Marketing, Cooperation and Business Management University of Agricultural Sciences, GKVK, Bengaluru, 560065, Karnataka, India
American food restaurants (AFRs) in order to be successful in the long-term must adapt to the Indian preferences of the new generation. They can include menu items that suit the taste palatability of the Indian consumers and foods that are perceived as healthy by the Indian consumers. The study was conducted to find out the impact of income level, family type, family size and food habit on consumers’ expenditure on eating American foods (per visit). Samples for the study totalled 90 consumers of American style foods in Bengaluru city who were interviewed for their preference for different AFRs viz McDonald's, Pizza Hut, Domino's, KFC, Papa Johns, Subway and Taco Bell. The data were analysed using chi-square technique. Findings highlighted that there was impact of income level and no impact of family type, familysize and food habiton consumers'expenditure oneating American foods.
American foods, income, food habit, expenditure, eating
