A Study of Consumers Perceptions and Attitudes Towards Non Indian Cuisines Case of Delhi and NCR

Abstract

The Indian restaurant industry is worth Rs.75, 000 crores and is growing at an annual rate of 7%. newlineThe industry is highly fragmented with 1.5 million eating outlets, of which a little more than newline3,000 outlets form the organized segment. However, the organized segment is rapidly growing at newlinean annual rate of 16%. Quick service segment is the clear winner in the eating out market with a newlinegrowth rate of 21%. Many restaurants cater to a variety of nationals and tourists present in its newlinelocation. They normally employ specialist chefs for each cuisine and may sometime have newlineseparate well demarcated sections also. Such restaurants tend to be on the expensive side and newlineboast of authenticity of their food. Sometimes, restaurants which do not cater exclusively to a newlineparticular cuisine may also be referred as Multi-Cuisine. Large luxury hotels set up a number of newlinerestaurants on their property specializing in serving different and often exotic cuisines. These newlinehowever do not qualify to be called Multi-Cuisine. It is a common practice in many places for newlinesmaller restaurants to add this tag under their name in order to attract diners of all tastes. One newlinemay not find any authentic food in such places as they employ minimal number of chefs who are newlineresponsible for all the different foods. There are many different regional cuisines in the world if newlinewe take in consideration the distribution of nations and continents. We stop in our research on: newlineEuropean cuisine, on Central America cuisine, on South America cuisine, on North America newlinecuisine, on Asian cuisine, on Australia cuisine, on African cuisine and Middle East cuisine, etc. newlineThe main objective of the research was to study Consumer Perception and Attitude related to the newlineIncreasing preferences for Non-Indian Cuisines in Delhi and NCR. The Research Design is newlineExploratory Research followed by Conclusive Research. A study has been conducted with the newlineConsumers visiting the Restaurant outlets for dining purpose. Stratified Sampling has been used newlineto determine the Sample for Respondents who will be the