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CHANGING CUSTOMER PSYCHOLOGY AND PREFERENCES FOR FAST FOOD RESTAURANTS DURING LOCKDOWN IN MUMBAI

Sarika Patwardhan

Assistant Professor, R.A. Podar College of Commerce and Economics, Mumbai, India

Abstract


Post lockdown Consumer’s attitudes, behaviors, and buying habits are changing and many of these new ways will remain post-pandemic. The present paper attempts to analyze Indian consumers, psychology, and preferences towards outside food in lockdown with the help of a survey conducted nearby my area (50) people. The findings of this study suggest how psychology and preferences of consumers converge, and their relative effects on their fast food eating patterns. The study proposes 2 factors that evolve out of responses of consumers towards 50, variables that a consumer normally faces. The first factor i.e. – consumers ordering food from restaurants advocates three segments restaurant viz. “Discounts,” “taste” and, depending on their tastes, “experience seekers.” And second-factor consumers are not opting to buy direct food from the restaurant but are willing to buy raw food and cook it at home.

Keywords


consumer preferences, lockdown, COVID – 19, fast food.

References


Jones Mathew. (2020, April 25). Post COVID-19: Will consumer behaviour patterns mutate? ETBrandEquity. Retrieved from https://brandequity.economictimes.indiatimes.com/news/marketing/post-covid-19-will-consumer-behaviour-patterns-mutate/75369733

Mirza Shoaib. (2016). Determinants of Consumer Preferences in Fast Food Restaurants. An Application of the DINESERV Model, Munich, GRIN Verlag, Retrieved from https://www.grin.com/document/344648

Mirela-Cristina Voicu. (2013). Characteristics of the Consumer Preferences Research Process. Global Economic Observer, (126-134). Retrieved from https://pdfs.semanticscholar.org/6acf/373a72c5426f13565b6a15cae08ba97118c4.pdf

 

To cite this article


Sarika Patwardhan. (2020). Changing Customer Psychology and Preferences for Fast Food Restaurants during Lockdown in Mumbai. John Foundation Journal of EduSpark, 2(3), 34-42.

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