An Assessment of Consumer Awareness and Perception of South Indian Cuisine Restaurants in Ghaziabad

Abstract

This study assesses consumer awareness and perception of South Indian cuisine restaurants in Ghaziabad, a rapidly urbanizing city within the National Capital Region (NCR). With growing interest in diverse cuisines, South Indian food is gaining popularity due to its authenticity, health benefits, and unique taste. However, limited research exists on consumer perceptions outside traditional South Indian cultural geographies. To address this gap, a structured survey was conducted among 50 respondents using a stratified random sampling method across four localities: Indirapuram, Vaishali, Raj Nagar, and Sahibabad. Data were analyzed using descriptive statistics and correlation analysis in SPSS. The findings reveal that consumers in Ghaziabad hold favorable perceptions of South Indian restaurants, particularly regarding hygiene, food safety, value for money, and authenticity. Dosa and Uttapam emerged as the most preferred dishes, with home delivery being the dominant dining mode. Moderate concerns were noted regarding pricing and discount schemes, while taste consistency was identified as an area needing improvement. Correlation results highlight strong links between food authenticity, hygiene, and dining environment, reinforcing their importance in customer satisfaction. The study offers actionable insights for restaurant operators to enhance service quality, consumer trust, and brand positioning in a competitive market.