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Research 2014-01-08

Eating Out Behavior of Consumer Segments

The rise of eating out economy has propelled the restaurant industry to $48 billion, says a report by the National Restaurant Association of India.

By Deputy Features Editor
Eating Out Behavior of Consumer Segments

Aspiring Adolescents

This Segment comprises consumers between the age group 14-17 years who are not employed and are dependent on their parents for money. Thus, they have a limited discretionary budget with which to manage day to day expenses.

This in turn lowers the incidences on which they eat out and also narrows their eating out options.

Frequency of eating out

Nearly 61% of all aspiring adolescents eat out once a week on average; whereas for 90% eating out is a more than once a week activity

This high frequency is attributed to the increase in the number of occasions celebrated, viz. birthdays, anniversaries, etc. with friends and family, greater hanging out and/ or treating friends, and also more pocket money. Approximately 30% of this group eats out more than twice a week.

The frequency of eating out is similar in metros, mini metros as well as Tier I cities. However, consumers from Tier I cities spend relatively higher amounts on unorganized formats.

Aspiring Adolescents-Frequency of Eating Out

Everyday -                         7%

2 - 3 times a week -          22%

Weekly -                             61%

Fortnightly -                       7%

Monthly -                             4%

On an average, aspiring adolescents indulge weekly in eating out.

Eating Out – Impulsive vs. Planned

For this group, eating out is a highly impulsive activity. The impulse is especially triggered when indulging in other entertainment activities like movies, shopping, catching up with friends, etc.

Eating out is also highly impulse-driven when consumers look out for accessible and convenient options, especially in the case of students residing away from home. The only planned occasions for eating out usually involve family and are more formal occasions.

Most Preferred Cuisines

This Consumer group is dynamic with exposure to international treads which elicits varied preferences and encourages consumers to indulge in unique eating out experiences time and again.

Around 86% of the consumer group has experienced, and patronizes, Italian cuisine, thus making it the most preferred cuisine option followed by Chinese food with 71% people. Other well –received cuisines, besides the Indian platter, are American and Mediterranean. Brands like Pizza Hut, Domino’s Pizza and Mainland China are hugely popular.

However, consumers in Tier I cities have a high preference for Indian cuisines as they lack international cuise options, Also the available options do not provide the respective cuisines in an authentic from.

 

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