Restaurant Image Parameters and its Importance in Building Children's Perception for Multinational Fast Food Restaurants

Children and fast food have a symbiotic relationship. As in the case of the situation depicted in the poem titled “The Pied Piper of Hamelin”, the children follow the marketing communications of multinational fast food restaurants, have food, spend some cherishable moments and enjoy. Children are the primary market, influencer market and the future market (Mc Neal, 1999). Hence, the objective of the study was to understand the perception of children for MNC fast food restaurants so that marketers can offer services as per the requirements of the target market and improvise accordingly.