Consumer perception and revisit intention towards Amul Foodland fine-dine outlets in Anand-Vidyanagar city

Introduction

Customer perception is a crucial success factor in an industry as competitive as restaurants. In a world where dining out is increasingly a core component of how the modern consumer lives; the restaurant industry is in a constant pursuit to adapt and revamp to satisfy the unique demands of an ever-evolving customer base. Customer perception is the opinions, feelings, and beliefs customers have about your brand. It plays an important role in building customer loyalty and retention as well as brand reputation and awareness. Utility is a common term used to describe this satisfaction. The comparison of consumer utility across several things can be used to estimate consumer value. Perception is everything, not only how quickly food is served or how it tastes. Amul Foodland Fine Dine located in Anand and Vidyanagar, Gujarat, is a culinary gem that celebrates the rich legacy of Amul dairy. Situated just outside the renowned Amul Dairy, this restaurant offers a delightful selection of dishes that showcases the richness of Amul's dairy products. While the ambiance is inviting, and the food is consistently praised for its taste and hygiene, some diners have noted areas for improvement in service quality.

Understanding consumer perception, satisfaction & preferences towards Amul Foodland Fine Dine outlets is important for improving marketing strategies, customer experience & business performance. This study helps fill the research gap by analysing customer opinions and satisfaction factors related to the outlet formats. www.extensionjournal.com cleanliness and the overall dining experience are major factors influencing customer satisfaction. The findings indicated that customers prefer restaurants that consistently provide high-quality food and a pleasant dining environment. The study also highlighted the importance of word-of-mouth communication and online customer reviews in influencing restaurant selection. Consumers frequently rely on recommendations and reviews from other customers while making dining decisions. A. Kapoor and R. Singh did some research in 2021 about how people in India behave when they go to eat out after the COVID-19 pandemic. They found out that people really care about how clean a restaurant's if the food is safe to eat and if they can trust the place. So when people choose a restaurant they want to go to a place that is known for being clean and safe. This shows that people are looking for restaurants that they can trust and that is very important for food businesses like restaurants. The COVID-19 pandemic made people think more, about the food service sector and what they want from restaurants. The Indian food service sector is changing because of what A. Kapoor and R. Singh found out about consumer behaviour. Kyuho Ryu and Heesup Han did a study in 2010. They wanted to see how the quality of the food the service and the physical environment affected how happy the customers were and what they did after eating. What they found out was that the food quality was the important thing for the customers. The atmosphere of the place and the service quality were also important. Not as much as the food. When customers thought the food and everything else was good, they were more likely to come to Kyuho Ryu and Heesup Hans restaurant and tell their friends about it. The food quality and service quality and physical environment of the restaurant were very important, to the customers. Gurjar et al. (2025) [3] analysed the ambient dairy and nondairy product portfolios of Gujarat dairy cooperatives, focusing on product diversification, market expansion, and consumer acceptance. The study found that successful dairy cooperatives increasingly rely on diversified product offerings to enhance customer satisfaction and strengthen competitive positioning. The authors reported that established brands such as Amul benefit from high consumer trust and loyalty, which facilitates the acceptance of new products and services. The research concluded that brand reputation and product variety play a significant role in influencing consumer purchase decisions. These findings support the present study by explaining the role of Amul's brand credibility in shaping favourable consumer perceptions towards Amul Foodland Fine-Dine outlets.

Research Objectives 1. To analyse consumer perception towards Amul

Foodland Fine-Dine outlets. 2. To examine the influence of the Amul brand on consumers' decision-making and revisit intention. 3. To identify areas for improvement to enhance consumer satisfaction and loyalty. This was followed by 47 respondents (27.3%) earning ₹25,001-₹50,000 and 36 respondents (20.93%) earning below ₹10,000. Only 11 respondents (6.39%) reported a monthly income above ₹50,000. Overall, the findings indicate that the respondents were predominantly male, belonged to the 26-35 years age group, were mainly employed individuals, and mostly fell within the ₹10,001-₹25,000 monthly income category. This demographic profile provides a useful background for understanding consumers' perception, satisfaction, and revisit intention towards Amul Foodland Fine-Dine outlets.

Research Methodology

Consumer perception of Amul Foodland Fine Dine

This is to analyse the consumer perception of Fine-dine. For that, using nine Likert-scale statement on a five-point scale (Strongly Agree to Strongly Disagree). In this table percentage distribution of responds across each perception dimension. Food quality meeting premium expectations emerged as the highest-rated perception statement (WMS = 3.99), with 72.7% of respondents agreeing or strongly agreeing. This suggests that Amul Fine Dine's core productfood prepared with Amul dairy ingredientsmeets the quality benchmarks consumers associate with the Amul brand. This is a critical strategic asset, as food quality is consistently identified in the literature as the primary determinant of restaurant satisfaction (Ryu & Han, 2010) [7] .

The Amul brand adding credibility to the Fine Dine experience (WMS = 3.92) ranked second, with 76.1% of respondents in agreement. This confirms the hypothesized halo effect of the parent brand on the service extensionconsumers' trust in Amul dairy quality transfers positively to their assessment of the Fine Dine concept. This brand credibility asset should be prominently leveraged in all marketing communications. Standing out from other fine dining restaurants (WMS = 3.88) ranked third, indicating that Amul Fine Dine is perceived as meaningfully differentiated from generic fine dining competitors. This differentiation is likely anchored in the unique Amul dairy identity and the cooperative values it represents.

Staff service professionalism (WMS = 3.63) was the lowestrated perception statement, with only 58.1% agreeing or strongly agreeing and nearly 30% neutral. This signals a gap in service deliverylikely related to staff training, responsiveness, and consistencywhich requires targeted operational improvement. Service quality is a modifiable variable and represents an immediate priority for GCMMF's food service operations teams. Price justification (WMS = 3.75) reflects moderate but not exceptional agreement, consistent with the broader finding that value-for-money perceptions are the most contested dimension of fine dining satisfaction. Approximately 11.6% disagree that the pricing is justified, suggesting that pricesensitive consumers need stronger communication of the quality and experience delivered per rupee spent. A remarkable 59.3% of respondents consider the Amul brand either Very Important or Extremely Important in their decision to visit Fine Dine outlets. Only 12.2% rate the brand as slightly or not important. This confirms that brand equity is a primary visit driverconsumers are attracted to Amul Fine Dine not purely for the dining experience in isolation, but substantially because of their trust in and affinity for the Amul brand. Maintaining and enhancing the Amul brand's reputation is therefore not merely a marketing priority but a direct driver of outlet footfall. Most people who visit Amul Fine Dine really like it and want to come back -a whopping 73.2% say they'll definitely or likely return. On the other hand, only a small percentage, 8.2%, say they won't be back. Then there's the group in the middle, 18.6%, who aren't sure yet -they're like the swing voters, and with the right incentives, engagement, and consistent quality, they might just become loyal customers too. The fact that so many people want to come back is great news for Amul Fine Dine's long-term plans, and it shows that both new and repeat visitors are happy with what they're getting.

Importance of Amul Brand in Decision

Revisit Intention and Loyalty

Limitation

The study was limited to respondents from Amul Foodland Fine Dine outlets in Anand city only. Therefore, the findings may not fully represent the perceptions and satisfaction levels of customers from other cities or regions. Additionally, the relatively small sample size (n=172) and the use of convenience sampling limit the statistical generalizability of the results. The analysis relied on descriptive statistics (frequencies, percentages, and mean scores); inferential tests (e.g., correlation, regression, or chisquare analysis) were not conducted and are recommended for future research to statistically validate the relationships observed between brand credibility, perception, satisfaction, and revisit intention.

Statistical Analysis and Future Research

The present study primarily relied on descriptive statistical techniques such as frequency distribution, percentage analysis, descriptive statistics and weighted mean scores. Inferential statistical methods, such as Chi-square test, correlation analysis and regression analysis, were not employed in the study. Future research may incorporate these statistical techniques to examine the relationships among consumer perception, brand image, customer satisfaction and revisit intention more comprehensively. The inclusion of inferential analysis would enhance the statistical validity and generalizability of the findings.

Conclusion

The study concludes that consumers have a favourable perception and positive experiences towards Amul Foodland Fine-Dine outlets. A large proportion of respondents were highly aware of Amul Foodland Fine-Dine, and most had visited the outlet more than once, indicating strong customer loyalty and revisit intention. Consumers were particularly satisfied with the cleanliness and food quality of Amul Foodland Fine-Dine.

The findings further reveal that the brand image of Amul plays an important role in attracting and retaining consumers. Consumers were generally satisfied with the ambience and cleanliness; however, there is still scope for improvement in service professionalism, promotional visibility and value-for-money perception. Many consumers suggested increasing the number of outlets in different places and expanding menu variety to enhance consumer satisfaction. Therefore, by improving promotional activities, pricing transparency and service quality, Amul can strengthen consumer satisfaction, customer loyalty and its competitive position in the growing food service industry.

References

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