Vol. 12, Special Issue 9 (2023)

Author(s):
Varshini Shalom S and Samsai T

Abstract:
India being a huge market in the F&B Industry, competition is inevitable and so in order to have a competitive edge understanding the tastes and preferences of consumers is crucial. The main aim of this research is to study the Consumer Preference towards the multitudinous Food Outlets with respect to the Coimbatore City. Embed with a purpose to explore and analyse the factors influencing consumer preference, this study employed Convenience sampling for pooling the primary data from 175 respondents who have dined out at different food outlets in the past. With a descriptive approach, the analysis was performed with statistical tools like Descriptive Analysis, Factor Analysis and Garret Ranking. The analysis reveals the unanimous preference of consumers towards the various categories of food outlets in existence. The study reflects the impact of Taste, Variety, Ambience, Quality, Price etc. to the question of influential factors in the preference of food outlet.