An exploration of the factors attributing to the consumption of american foods: A case study in Bengaluru city

American Food Restaurants (AFRs) are very popular as they meet the growing demand for flavourful, tasty, high quality and healthy meals with instant satisfaction of the taste buds. This study earnestly aims at analysing the consumers’ reasons for preferring AFRs, factors influencing their preference and the degree of preference to the factors attributing for their consumption from AFRs. A survey of 90 consumers consuming American foods in Bengaluru city from AFRs (McDonald's, Pizza Hut, Domino's, KFC, Papa Johns, Subway and Taco Bell) was conducted in 2015 which was analysed using Likert scale, mean, standard deviation and percentage. Findings indicated that consumers preferred AFRs for ten major attributes viz food quality, food safety, restaurant attributes, services offered, marketing aspects, psychological factors, convenience, cost, experience and enjoyment. Convenience was rated the highest factor influencing the consumers in preferring AFRs. Food safety and quality had the highest degree of preference while factors like marketing aspects, services offered, experience, enjoyment, restaurant attributes, cost and psychological factors were attached with medium degree of preference. Convenience factor was attached to a medium level of preference. The outcome of this study would provide a concrete base for setting up an agenda for consumer delight in future.