A study of consumers perception about quick service restaurants

Purpose -The main objective of the research is to study the consumer perception towards Quick Service Restaurants (QSR) which enables us to understand consumer's behavior. The consumption pattern of consumers helps us to understand their preferences.

Design/Methodology/Approach-This research is exploratory in nature and has used cross-section time horizon because it consists of interviews carried out in a short span of time through a questionnaire having 20 closed questions from the sample population of 200 people chosen by random sampling method. The data collected is analyzed using pie charts, percentage analysis and chi-square.

Findings -It has been found that the growth rate of current ratio, quick ratio and working capital to current assets of all the companies are negative which indicates an unsound liquidity position. Moreover, low or negative working capital in some cases indicates the aggressive working capital management policy of the firms which implies minimal investment in current assets by the companies so as to derive a higher rate of return.

Practical Implications -According to the study for most of the respondents quality food is one of the prominent factors which first comes to their mind when they think of their most preferred QSR. Cleanliness, food variety, quality, service, seating space, nutritional value and tasty food are important factors which play an important role in building customer perception about the QSR. Most of the respondents visit QSR for refreshment and spending time with family and also for the relaxation.

Originality/Value -The study helps in providing important implications for QSR planning and operations.