An Empirical Study of Consumer Responses to Health-Oriented Menu Offerings in Urban Indian Quick-Service Restaurants

Abstract

This research uses a qualitative approach to examine at how people describe on what they perceive of health options at quick service restaurants (QSRs). A total 25 number of in depth interviews were conducted, through which primary data was derived and then thematic analysis was used to interpret the data. Also, the Theory of Planned Behaviour is employed as a theory for this study which we would use to uncover the issues of self-identity, emotional connection and the want for personalization. A detailed process of code generation is included for the analysis of the transcribed data, which would be followed by the categorization of these codes and the distillation of the recurring themes to uncover underlying patterns of what consumers are thinking.