FACTOR ANALYSIS OF PARAMETERS THAT AFFECT BURGER CONSUMPTION AND VALUE MAPPING OF POPULAR BURGER BRANDS IN INDIA

Abstract

This research study explores the key parameters that influence burger consumption in India and aims to create a value map for popular burger brands operating in the Indian market. With the Indian fast-food sector experiencing a rapid transformation, understanding consumer preferences and evaluating brand performance are essential for sustaining competitive advantage. The study provides practical insights for food businesses, brand managers, and academic scholars interested in consumer behaviour and strategic marketing. To achieve these objectives, a comprehensive literature review was conducted to identify significant variables affecting burger consumption, including factors such as price, taste, hygiene, packaging, availability, and delivery convenience. Primary data was collected through a structured online questionnaire using Google Forms, targeting Indian consumers aged 18 to 35. This demographic was selected due to their active involvement in fast-food consumption and openness to Western-style eating habits. A total of 74 valid responses were gathered using convenience sampling. The collected data was analysed using Exploratory Factor Analysis (EFA) through SPSS software to identify the underlying constructs shaping burger consumption behaviour. This statistical approach helped in grouping correlated variables into core influencing factors, enabling a deeper understanding of consumer priorities. In addition to factor analysis, a value mapping of five major burger brands—McDonald’s, Burger King, Burger Singh, The Burger Club, and Wendy’s—was performed. Respondents rated each brand based on the identified parameters. The results were then used to position these brands on a perceptual map, highlighting how consumers perceive their value propositions relative to competitors. The findings revealed that taste, price, hygiene, and delivery service emerged as the most influential factors in consumer decision-making. Among the evaluated brands, McDonald’s held the strongest position in terms of overall consumer preference, driven by consistent taste, affordability, and wide availability. Other brands like Burger Singh and The Burger Club showed potential for growth by capitalizing on niche preferences such as unique flavours and Indianized offerings. This research has critical implications for business strategy. By understanding consumer preferences and aligning brand values accordingly, companies can enhance customer satisfaction, loyalty, and market positioning. The value map offers a strategic framework to identify brand strengths, reposition offerings, and stand out in a crowded market.