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Attitudinal Loyalty Thesis

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Objectives of the Study 1. The overall aim of the study is to examine the behavioral and attitudinal loyalty among the youth consumers in the consumption. 2. Analyze the factors responsible for the purchase and loyalty of fast food, namely Dominos, McDonalds and KFC. 3. The reasons for dissatisfaction. 4. Strategies to be employed to improve customer loyalty Scope of the Study The study covers customer’s preferences of fast food and their loyalty towards Dominos, KFC and McDonalds. It elucidates the reason for loyalty and what can be improved at each of the fast food outlets. It also opens doors for customers switching by showing how to get customers to switch from their favorite brands. Methodology Data was collected using two different …show more content…

A loyal customer not only associates itself with the company but also brings in other customers for the brand because they believe in it. Source: Primary Data • KFC and Dominos may have a good menu, variety, taste and even more nutrition, but, McDonalds on Cunningham road makes the customer feel more valued and therefore, they are more inclined to recommend the restaurant to a friend. • The above data helps to infer whether the customers are attitudinally loyal or behaviorally loyal. It also shows the tendency of a loyal customer to switch to another brand. • Ironically, when it comes to how valued the customer feels in the restaurant and the most important task of recommending to a friend, McDonalds takes the lead. Suggestions • Fast food is looked at as unhealthy and with less nutrition. If each of these restaurants launches a healthier menu or a section where people can opt for healthier meals such as salads or grilled meat, it would definitely be attention grabbing. Taking care of the society can also be looked at as Corporate Social …show more content…

Fast food market in India is expected to be worth US$ 27.57 billion by 2020. About 10% of the fast food market in India is organized. NOVONOUS estimates that the organized fast food market in India is expected to grow at a CAGR of 27% by 2020. Vegetarian fast food constitutes of around 45% of the whole fast food market in India and is expected to grow at a CAGR of 18% by 2020. Fast food Casual dining restaurants (CDRs) market in organized fast food sector in India is projected to grow at a CAGR of 27% by 2019-20. Non casual dining restaurants (NCDR) or fast casual dining restaurants have gained tremendous market share in the last 10-15 years. Non-Casual dining restaurants (CDRs) market in organized fast food sector in India is also projected to grow at a CAGR of 27% in next 5 years. Quick Service Restaurants (QSRs) market in organized fast food sector in India is projected to grow at a CAGR of 20% by 2019-20. Concluding

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