The changing perspective of food habits in Kolkata: a case on Monginis Kolkata. (1st January 2014)

• Record Type: Journal Article
• Authors: Kar, Ashutosh; Kundu, Sudip
• Is Part Of: International journal of business performance management. Volume 15:Number 1(2014)
• Page Start: 64
• Page End: 71
• Publication Date: 2014-01-01
• Subjects: food habits -- lifestyle -- western trends -- fast food -- franchised outlets -- taste and preference -- product line -- confectionary -- consumption habit -- consumer behaviour -- food fads -- food culture; Industrial management -- Periodicals; 658.005
• Languages: English
• ISSNs: 1368-4892

Abstract

In today's dynamic environment, the change is inevitable and is the only constant thing, whether it is a change in attitude or thinking. The fast-food joints are a depiction of contemporary expertise, the conception of 'ready-cooked food to go'. Today's society depicts a contemporary swing like having a day's meal away from home and it represents a substantial positive trend setting. Recurrently, the targeted groups are teenagers and the middle income households, unbalanced diet and unacceptable hygiene have been the lingering factors. The augmentation of fast food joints in Kolkata was pioneered by Monginis, whose infiltration objective followed a franchise model launching improvised product line. Do lifestyle changes, faster living trends affect food habits – its distress on Monginis? How would Monginis hold the varying trend of taste among Indian consumers? Where would one position Monginis in comparison to other food retail food chains in Kolkata?