AN EVALUATIVE STUDY ON STRATEGIC DIRECTIVES FOR BRAND DELIGHT AND ITS IMPACT ON CUSTOMER RETENTION IN INDIAN FOOD INDUSTRY AMIDST COVID-19
European Journal of Molecular & Clinical Medicine,
2020, Volume 7, Issue 11, Pages 6668-6681
AbstractThis study is an evaluative study on strategic perspectives on brand delight and its impact on Indian fast-food Industry amidst Covid19. The global crisis and turmoil have crippled and transformed the entire operations of the globe. The Indian fast-food industry has been closed for almost six months. There is a need for revamping and restarting this industry for economic and social contributions.As social distancing, wearing masks and following the government norms has become the order of the day, this has also led to change in consumer’s perceptions and attitudes. The study by nature evaluates strategic perspectives which could lead to brand delight in Indian fast food industry. This would also ensure brand retention in these challenging times. As there has been very little empirical investigations which have been attempted in this industry during these tough times in India, this study addresses the research gaps and also provides practical inputs for Indian fast-food industry on consumer perception towards brand delight and retention, which is the need of the hour. This is an empirical and quantitative study which attempts to provide strategic perspectives for Indian fast-food industry by collecting primary data through Questionnaire. The primary data for the study has been collected with 64 fast food consumers from Delhi, Mumbai, Ahmedabad, Amritsar and Calcutta. Stratified random sampling has been used in this study. The collected data has been analysed using SPSS tools as correlation, Wilcoxon signed rank test and Friedman two-way non-parametric Anova test has been conducted in this study. In this study it is found that brand communication can be made very effective using Digital display & advertisements &SEO Tools getting next Social media like FB getting least ranking which is very surprising. In this study it is also found that image of the product and awareness, popularity of fast-food leads to more purchase of fast-food products. It is found from this study that there is a positive correlation between the factors of satisfaction with fast food products and engagement and expectation of more products in fast food industry. It was also found that majority of the respondents love Indian dishes and Indian restaurants, Dominos, Pizza hut, McDonald are their favourite choices and also, they expecting to have more spicy and vegetarian varieties in fast food industry. The factors for customer retention have been provided in this study which includes Pleasing environment and good food are my preferences for happiness and satisfaction, Variety of dishes and menu has attracted customers to this food and customers are happy with the experience and would come again, & Communication of staff is very essential which makes consumers happy and satisfied. From these findings it is concluded that Indian fast-food industry must have these strategic perspectives for brand delight and customer retention.
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