Challenges of the Fast Food Industry in India : An Integrated ISM-MICMAC Approach

Authors

  •   Jyotiranjan Hota Associate Professor, KIIT School of Management, Campus 7, KIIT Deemed to be University, PO KIIT Campus, Bhubaneswar - 751 024, Odisha
  •   Arvind Tripathy Assistant Professor, KIIT School of Management, Campus 7, KIIT Deemed to be University, PO KIIT Campus, Bhubaneswar - 751 024, Odisha
  •   Mahuya Deb Assistant Professor, Department of Commerce, Gauhati University, Guwahati - 781 014, Assam

DOI:

https://doi.org/10.17010/ijom/2023/v53/i9/173142

Keywords:

interpretive structural modeling

, fast food industry, hierarchical structure, and MICMAC analysis

Paper Submission Date

, September 20, 2022, Paper sent back for Revision, April 10, 2023, Paper Acceptance Date, June 25, Paper Published Online, September 15, 2023

Abstract

Purpose : India's fast food industry was the fastest-growing in the last decade, but not everything was as shiny as it looked from the outside. Many challenges were posing a threat to the survival of this industry. So, the purpose of the present study was to conduct a structural analysis of the challenges of the fast food industry in India using interpretive structural modeling (ISM).

Design/Methodology/Approach : Challenges of fast food industries have been identified from the literature, which was further endorsed for significance using responses from the domain experts through a structured questionnaire. The rationale of this paper was to apply ISM to develop a hierarchical structure among the vital challenges of fast food industries in India. The ISM technique analyzed the mutual interaction and ranking among the challenges. Furthermore, MICMAC analysis was applied to explain this dependence and driving power challenges.

Findings : During the first phase of the research, an opinion survey of experts was endorsed. The challenges of “lack of fresh ingredients†and “availability of ready-to-eat meals†were dropped based on the t-test. ISM was applied to the validated challenges. Ten validated challenges were modeled into five levels. “Changing tastes of millennial customers†was found to be the most important challenge of the fast food industry, which appeared at the lowest level. The ISM model supported examining and building up a model of interactions, mutual influence, and relationships among the challenges faced by the fast food industry.

Limitations : The research work bounded the study in India, and subjectivity in expert opinion might exist.

Practical Implications : The study is relevant to fast food industry professionals, food delivery aggregators, and food processing and packaging professionals. They need to be aware of the lacunae, the importance of challenges, and their interdependence found out from the study for future courses of action.

Originality/Value : The study investigated the core challenges of the fast food industry in India. Secondly, it had methodological novelty in the context. Finally, the study led to a multidimensional implication for various stakeholders in India's fast food industry context.

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Published

2023-09-01

How to Cite

Hota, J., Tripathy, A., & Deb, M. (2023). Challenges of the Fast Food Industry in India : An Integrated ISM-MICMAC Approach. Indian Journal of Marketing, 53(9), 62–78. https://doi.org/10.17010/ijom/2023/v53/i9/173142

Issue

Volume 53, Issue 9, September 2023

Section

Articles
Crossref
Scopus
Google Scholar
Europe PMC

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