A study on factors affecting consumers buying behavior in the choice of non-Indian cuisines in Delhi NCR

The basic purpose of this paper is to identify the factors of the Non-Indian foods purchase decisions and analyzing the customer expectations and satisfactions in the Non-Indian food market. The paper observes the behaviour exhibited by the consumers towards the factors that motivates the consumers to choose a particular Non-Indian cuisine availing Non-Indian food. The uniqueness of the paper is adoption of statistical tool factor analysis which identifies significant attributes by assigning factor scores to various of factors like consumption patterns of Non-Indian food, various buying roles in such food purchase and factors of outlet which influence the Non-Indian food purchase decision making process.