Determinants of consumer preference for arabian food in the city of pearls-Hyderabad

This study mainly examines the determinants of consumer preference for an upcoming delectable cuisine- Arabian food in the city of Hyderabad. Hyderabad is famous worldwide for its Biryani. But a drastic change has been seen in the preference of consumers from Mughlai cuisine towards Arabian Cuisine. Logistic Regression Model is used to analyze the determinants of consumer preference for Arabian Food. The results of the study indicate that the key demographic variables influencing consumer preference for Arabian food is age, religion, and whether the consumer is a vegetarian or non-vegetarian. The other variables such as marital status, occupation, education and income are also statistically significant. One major result of the study is that the Arabian food seems to appeal more to the younger consumers in the age group 18 – 29 and consumers over 50 years seem to prefer the local regional cuisines. The study suggests that appropriate marketing strategies must be implemented to attract the other market segments as well.