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44 www.worldwidejournals.com structured questionnaire. Two stage sampling technique was adopted to collect the necessary information. The selection of sampling units had been done on random basis. Total sample size of the study is 226.It has been found that on a daily basis approximately 2000 customers visited various international fast food restaurant located in various places of Jorhat. So the researcher tries to collect information from around 333 respondents as at 95% confidence limits the sample size can be specified by using the statistical formula Here by taking N=2000, the value of n became 333 approximately. But due to the shortage of time and ignorance attitude of the respondents the study is restricted to a sample size of 226 only. The respondents in the study are divided into two categories i.e., frequent and non frequent visitors. Frequent visitors are those who visit IFR at least once in a week. On the other hand all other respondents are categorized as non frequent visitors. The questionnaire consists of both close ended as well as open-ended questions. The data collected were analyzed through cross tabulation, Kruskal Wallis test, Chi-Square test and T-test only as most of the variables in the present study are qualitative in nature. The entire analysis has been done with the help of SPSS software. In the present study FFR/ Quick service restaurants/fast food eating joints means the same. HYPOTHESIS H : There is no significant difference between customers' 001 perception towards the quality of services at FFR. H : There is significant difference between customers' 101 perception towards the quality of services at of FFR. H : There is no significant difference in customers' 002 perception towards the quality of food provided at FFR. H : There is significant difference in customers' perception 102 towards the quality of food provided at FFR. H : There is no significant difference in customers' 003 perception towards consistency of various foods provided at IFR. H : There is significant difference in customers' perception 103 towards consistency of various foods provided at IFR. H : There is no significant difference in customers' 004 perception towards inclusion of food items at FFR closer to the cultural diet. H : There is significant difference in customers' perception 104 towards inclusion of food items at FFR closer to the cultural diet. H : There is no significant difference in customers' 005 perception towards inclusion of local specialty H : There is significant difference in customers' perception 105 towards inclusion of local specialty H : There is no significant difference in customers' 006 perception towards an atmosphere that reflects the local culture. H : There is significant difference in customers' perception 106 towards an atmosphere that reflects the local culture. H : There is no significant difference in customers' 007 perception towards the importance of international atmosphere and image of IFR. H : There is significant difference in customers' perception 107 towards the importance of international atmosphere and image of IFR. H : There is no significant difference in customers' 008 perception regarding the experience of same worldwide atmosphere. H : There is significant difference in customers' perception 108 regarding the experience of same worldwide atmosphere. H : There is no significant difference in customers' 009 perception towards trying something different than traditional food at IFR. H : There is significant difference in customers' perception 109 towards trying something different than traditional food at IFR. H : There is no significant difference in perception of 010 frequently visited customers' at IFR regarding various parameters viz., no of IFR visited, location, quality of food, variety in menu option, value for money, brand name, parking facility, quality of service, acceptance of plastic money, promotional offer, size order/appetizer, quality of packaging, friendliness of sales person, review of friend circle, depends on mood, travel further to eat at IFR, and pay more to eat at IFR. H : There is significant difference in perception of frequently 110 visited customers' at IFR regarding various parameters viz., no of IFR visited, location, quality of food, variety in menu option, value for money, brand name, parking facility, quality of service, acceptance of plastic money, promotional offer, size order/appetizer, quality of packaging, friendliness of sales person, review of friend circle, depends on mood, travel further to eat at IFR, and pay more to eat at IFR. H : There is no significant difference in perception of not 011 frequently visited customers' at IFR regarding various parameters viz., no of IFR visited, location, quality of food, variety in menu option, value for money, brand name, parking facility, quality of service, acceptance of plastic money, promotional offer, size order/appetizer, quality of packaging, friendliness of sales person, review of friend circle, depends on mood, travel further to eat at IFR, and pay more to eat at IFR. H : There is significant difference in perception of not 111 frequently visited customers' at IFR regarding various parameters viz., no of IFR visited, location, quality of food, variety in menu option, value for money, brand name, parking facility, quality of service, acceptance of plastic money, promotional offer, size order/appetizer, quality of packaging, friendliness of sales person, review of friend circle, depends on mood, travel further to eat at IFR, and pay more to eat at IFR. ANALYSIS AND INTERPRETATION TABLE NO.1One-Sample Statistics PARIPEX INDIAN JOURNAL F RESEARCH | O March 202 Volume 10 | Issue 03 | 1 | PRINT ISSN No. 2250 1991 | DOI : 10.36106/paripex N Mean Std. Deviation Std. Error Mean Quality of services at FFR very pleasant 219 3.73 .806 .054 Quality of food at FFR very good 218 3.80 .881 .060 Quality of food at IFR very consistent 218 3.72 .754 .051 FFR should offer food closer to my cultural diet 218 3.51 .927 .063 Atmosphere at FFR should reflect local culture 218 3.57 .964 .065 International atmosphere and image of IFR is important 218 3.52 .989 .067 www.worldwidejournals.com 45 PARIPEX INDIAN JOURNAL F RESEARCH | O March 202 Volume 10 | Issue 03 | 1 | PRINT ISSN No. 2250 1991 | DOI : 10.36106/paripex Source: Field Survey, Oct, 2020 One-Sample Test Source: Field Survey, Oct, 2020 Here the researcher made an attempt to identify the effect of various factors that lead towards the positive perception of customers to visit FFR. For that one sample ttest was conducted that lead to the rejection of the null hypothesis H , 001 H H H H and null hypothesis H H H H were 002, 003, 008, 009 004, 005, 006, 007 accepted. It implies that respondents were very much positive regarding the parameters viz., quality of services at FFR is very pleasant, quality of food at IFR is good and consistent, same worldwide atmosphere is experienced at IFR and try out something different than traditional food at FFR. While respondents have somewhat less positive perception towards the parameters viz., inclusion of cultural diet at FFR, reflection of culture in the atmosphere of IFR and importance of international atmosphere and image at IFR TABLE NO. 5 One-Sample Statistics One-Sample Test Same worldwide atmosphere is experienced at IFR 217 3.72 .952 .065 Try out something different than Traditional food at IFR 216 3.98 .920 .063 Test Value = 3.5 t df Sig. (2tailed) Mean Difference 95% Confidence Interval of the Difference Lower Upper Quality of services at FFR very pleasant 4.151 218 .000 .226 .12 .33 Quality of food at FFR very good 5.072 217 .000 .303 .19 .42 Quality of food at IFR very consistent 4.399 217 .000 .225 .12 .33 FFR should offer food closer to my cultural diet .219 217 .827 .014 -.11 .14 Atmosphere at FFR should reflect local culture 1.054 217 .293 .069 -.06 .20 International atmosphere and image of IFR is important .274 217 .784 .018 -.11 .15 Same worldwide atmosphere is experienced at IFR 3.386 216 .001 .219 .09 .35 Try out something different than Traditional food at IFR 7.693 215 .000 .481 .36 .60 frq_visi tor1 N Mean Std. Deviation Std. Error Mean Not so frequen t visitor Location of the IFR 177 4.18 .784 .059 Quality of food at IFR 176 4.70 .591 .045 Variety of menu option 174 4.20 .663 .050 Value for money 176 4.34 .806 .061 Brand Name of the IFR 173 3.84 .905 .069 Quality of Service at IFR 170 4.34 .829 .064 Parking Facility 172 3.73 1.015 .077 Plastic card Acceptance 174 3.45 1.089 .083 Adaptation of Indian taste 170 3.40 .987 .076 Promotional Offers 169 3.54 .926 .071 Side Orders/Appetizers 163 3.41 .961 .075 Quality of Packaging 170 3.82 .921 .071 Friendliness of Salesperson 172 3.88 .932 .071 Review of friend circle 167 3.73 .978 .076 Depends on my mood 168 3.55 1.043 .080 Freque nt Visitor Location of the IFR 42 4.24 .850 .131 Quality of food at IFR 42 4.74 .497 .077 Variety of menu option 42 4.33 .650 .100 Value for money 42 4.19 .707 .109 Brand Name of the IFR 41 3.63 1.067 .167 Quality of Service at IFR 42 4.29 .835 .129 Parking Facility 42 3.62 1.081 .167 Plastic card Acceptance 42 3.17 1.267 .196 Adaptation of Indian taste 42 3.52 1.042 .161 Promotional Offers 42 3.26 1.083 .167 Side Orders/Appetizers 43 3.53 1.008 .154 Quality of Packaging 43 3.88 .956 .146 Friendliness of Salesperson 43 4.00 .724 .110 Review of friend circle 43 3.74 .902 .138 Depends on my mood 43 3.56 1.098 .167 frq_visitor1 Test Value = 3.5 t df Sig. (2tailed) Mean Differe nce 95% Confiden

PERCEPTION OF CONSUMERS TOWARDS FAST FOOD EATING JOINTS: A STUDY IN JORHAT TOWN