A PROJECT REPORT

ON
STUDY OF CONSUMER BHEVIOUR TOWARDS
FAST FOOD INDUSTRY IN INDIA

Submitted in partial fulfilment of the requirement of Bachelor of Hotel

Management (BHMCT) Amity University , Haryana

Under Guidance Of : Submitted By :

Mr. Vinod Chauhan Parika Khanna
Associate Professor Semester: VIII
Mr. Arunangshu Bhattachary Course: BHMCT
Head Of The Department Enroll: A50328916023

AMITY SCHOOL OF HOSPITALITY

AMITY UNIVERSITY, HARYANA
SESSION 2016-2020

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 DECLARATION

I hereby declare that the project report entitled " A Study On Consumer Behavior Towards Fast
Food Industry In India" submitted to the Amity School Of Hospitality, Amity University
Haryana in partial fulfilment of the requirements for the award of the degree of Bachelors Of
Hotel Management Catering And Technology is a record of original dissertation work done by me,
under the guidance and supervision of Mr. Arunangshu Bhattachary, Head Of The Department
and Research Supervisor. It has not formed the basis for the award of any
Degree/Diploma/Associateship/Fellowship or other similar title to any candidate of any
University.

I hereby declare that the work in this report is my own except for quotations and summaries which
have been duly acknowledged. The thesis has not been accepted for any degree and is not
concurrently submitted for award of other degree.

Name: Parika Khanna Signature Of Student:

Enrollment Number: A50328916023 Parika kh.
Date: April 17, 2020

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 ACKNOWLEDGEMENTS

I have taken efforts in this project. However, it would not have been possible without the kind
support and help of my guide and professors. I would like to extend my sincere thanks to all of
them.

I am highly indebted to Mr. Arunangshu Bhattachary for their guidance and constant supervision
as well as for providing necessary information regarding the project & also for their support in
completing the project. I would like to express my gratitude towards my parents & friends for their
kind co-operation and encouragement which help me in completion of this project. I would like to
express my special gratitude and thanks to industry persons for giving me such attention and time.

I would also like to thank my parents and friends who helped me a lot in finalizing this project
within the limited time frame. My thanks and appreciations also go to my friends in developing
the project and people who have willingly helped me out with their abilities.

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 TABLE OF CONTENT

S NO. TITLE PAGE NO.

1 8
Introduction
9
Overview Of Fast Food Industry In India
Quick-Service Restaurants 10-14
Consumer Perception About Fast Food In India 15-16

Consumer Buying Process 17

Effects Of Fast Food 18-19
2 Review Of Literature 20

3 Significance Of The Study 21

4 Objectives Of The Study 22

5 Research Methodology 23

6 Statistical Tools 24

7 Data Analysis And Interpretation 25-30

8 Results 31-34

9 Hypothesis Of The Study 34

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10 Limitations Of The Study 35

11 Scope Of The Study 35

12 Findings 36

13 Suggestions 37

14 Conclusion 38

15 References 39

16 Annexure- Questionnaire 40-45

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 LIST OF TABLES

TABLE TITLE
NO.
1 Details of Respondents (Age).

2 Details of Respondents (Gender).

3 Details of Respondents (Occupation).

4 Income of Respondents.

5 Respondent’s preference towards fast food outlets

6 The amount spent on fast food every month

7 The satisfaction level of the service rendered of respondents

8 Reasons for visiting any fast food out lets

9
Favorite fast food items of the respondents

10
The source of awareness about fast food outlets

11 Factors influencing the choice of particular outlets

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 ABSTRACT

The Indian economy was a traditional economy with majority of the consumers having a
preference towards home cooked foods. This posed a major challenge to the major global fast food
giants such as McDonalds, Dominos, Burger King and KFC to establish their business in India. In
recent years the Indian fast food industry is undergoing rapid changes, reflecting a number of
underlying developments. The most significant has been the quality and variety of services which
have accelerated and broadened the scope of fast food restaurants in India. The global retailers
have to compete with the Indian fast food retailers who offer traditional foods according to their
tastes at affordable prices. Today, the fast food industry is adapting to Indian food requirements
and is growing rapidly in India. It is gaining acceptance primarily from the Indian youth and
younger generations and is becoming part of daily life. Keeping in mind the Indian habits and
changing preferences towards food consumption, this study has as its focus tried to understand the
factors affecting the perception of Indian youth, in the age group of 18-45 years, towards
consumption of fast food as well as towards making choices of which fast food outlets to patronize.

The main purpose of this study is to understand and evaluate the factors affecting consumer's
preference of fast food items in India. Taste, price, ambience and location have been taken as
independent variables and brand preference has been taken as dependent variable in the study. The
study has been adopted the descriptive and causal research design. Primary data for the research
has been collected using structured questionnaire from fast food consumers. To analyze the
collected data ,descriptive statistics, as well as regression analysis has been conducted to identify
the relationship and effect between independent variables taste, price, ambience and location and
dependent variable consumer preference.

Keywords — Buying Behavior, Customer Perception, Customer Satisfaction, Fast Food

Restaurants, Growth Drivers.

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 INTRODUCTION

Fast food industry is one of the world’s fastest growing sectors in food industry. Fast food is the
food item that can be prepared and served very quickly. Encyclopedia Wikipedia defines fast food
as “food sold in a restaurant or store with preheated or precooked ingredients and served to the
customer in a packaged form for take-out/take-away”. Because of commercial emphasis on speed,
uniformity and low cost, fast food products are often made with ingredients formulated to achieve
a certain flavor and preserve freshness. The concept of ready-cooked food for sale is closely
connected with urban developments. Additionally, procuring cooking fuel could cost as much as
purchased produce. Frying foods in vats of searing oil proved as dangerous as it was expensive,
and homeowners feared that a rogue cooking fire "might easily conflagrate an entire
neighborhood". Thus, urbanites were encouraged to purchase pre-prepared meats or starches, such
as bread or noodles, whenever possible.

As a result of this new desire to have it all, coupled with the strides made by women while the
men were away, both members of the household began to work outside the home. Eating out,
which had previously been considered a luxury, became a common occurrence, and then a
necessity. Workers, and working families, needed quick service and inexpensive food for both
lunch and dinner. Despite these food service trends, direct evidence that increased fast-food
consumption leads to obesity is lacking. Another recent study assessed energy intake and the
frequency of consuming food from seven fast-food and table-service restaurants in 73 adults. . The
researchers found that the frequency of consuming restaurant food was positively associated with
body fatness, and total daily energy intake and fat intake. More such studies are warranted to assess
whether frequency of fast-food consumption and eating out is related to the secular trends in
obesity prevalence in the United States and globally.

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Overview Of Fast Food Industry In India
India is witnessing a tremendous growth in its fast food and restaurant industries. Additional
reasons include exposure to western cuisine, the rising number of nuclear families and growth in
the number of employed women, which are also having a significant impact on the eating out
trends and growth of the fast food industry in the country. Similarly, children also resorted to fast
food due to their exposure to global urban culture and western cuisine which accelerated their
desire for cheap and delicious fast food. Moreover, fast food costs less than traditional meals
commencing with appetizer and concluding with dessert. With the liberalization of the economy
new multinational fast food giants targeted India as a huge potential market with their outlets.
Burger King, Pizza Hut, Domino’s Pizza, McDonald’s and KFC outlets are functioning in
shopping malls and other public areas. Changing consumer behavior and favorable demographics
led India to witness a tremendous growth in fast food restaurant industry.

For a nation that is particular about its food and significantly fond of home cooked and fresh food,
this trend is showing the globalization of India and increase of new markets not witnessed in India
before. The growing segment comprises of formats like fast food chains, cafes and fine dining
restaurants. However, with the changes in the economy of the country and injection of modern
employment from the West, the non-home food market has now changed. Two sub segments of
the fast food market are the Pizzas and Burgers. These have now developed into part of the nation’s
eating habits. Their share is continuously growing with the key global brands such as Dominos,
McDonalds and KFC making their marks quickly. These changes in the eating habits Indians are
more than likely referring to middle class and upward earning society of India.

In India, increase in disposable income has in turn increased the frequency of dinning out. Big fast
food chains like McDonald’s came to India in 1996, and soon other big outlets like Dominos, Pizza
Hut, KFC, etc., followed suit, according to a study . According to another report, Indian fast food
market is expected to grow at a compound annual growth rate of 18 per cent by 2020 due to
changing consumer behavior and demography. This indicates that India is sailing in the same boat
as US when it comes to fast food consumption. The latest findings should be taken as a benchmark
and, we should work towards cutting down the fast food consumption in order to lead a healthy
life. Major players in fast food are:

 McDonalds

 Pizza Hut

 Domino’s Pizza

 Kentucky Fried Chicken

 Burger King

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McDonald's Corporation is an American fast food company, founded in 1940 as a restaurant
operated by Richard and Maurice McDonald, in San Bernardino, California, United States. They
rechristened their business as a hamburger stand, and later turned the company into a franchise,
with the Golden Arches logo being introduced in 1953 at a location in Phoenix, Arizona. In 1955,
Ray Kroc, a businessman, joined the company as a franchise agent and proceeded to purchase the
chain from the McDonald brothers. McDonald's had its original headquarters in Oak Brook,
Illinois, but moved its global headquarters to Chicago in June 2018. McDonald's is the world's
largest restaurant chain by revenue, serving over 69 million customers daily in over 100 countries
across 37,855 outlets as of 2018. Although McDonald's is best known for its hamburgers,
cheeseburgers and French fries, they feature chicken products, breakfast items, soft drinks,
milkshakes, wraps, and desserts. In response to changing consumer tastes and a negative backlash
because of the unhealthiness of their food, the company has added to its menu salads, fish,
smoothies, and fruit. The McDonald's Corporation revenues come from the rent, royalties, and fees
paid by the franchisees, as well as sales in company-operated restaurants.
During this time, it also eliminated supersized portions, and its U.S. and Canadian restaurants
stopped using trans-fat oil in a number of items. From his passion for innovation and efficiency,
to his relentless pursuit of quality, to his many charitable contributions, Ray Kroc’s legacy
continues to be an inspirational and integral part of McDonald’s – today and into the future.
McDonald’s Corporation is an American fast food company, founded in 1940 as a restaurant
operated by Richard and Maurice McDonald, in San Bernardino, California, United States.
Although McDonald's is best known for its hamburgers, cheeseburgers and French fries, they
feature chicken products, breakfast items, soft drinks, milkshakes, wraps, and desserts. In response
to changing consumer tastes and a negative backlash because of the unhealthiness of their food,
the company has added to its menu salads, fish, smoothies, and fruit. The McDonald's Corporation
revenues come from the rent, royalties, and fees paid by the franchisees, as well as sales in
company-operated restaurants. According to two reports published in 2018, McDonald's is the
world's second-largest private employer with 1.7 million employees (behind Walmart with 2.3
million employees).

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Dominos Making pizza since 1960...
Like most corporate success stories, Domino's started out small – with just one store in
1960.However, in 1978 the 200th Domino's store opened, and things really began to cook. By
1983 there were 1,000 Domino's stores and 5,000 in 1989. Today, there are over 13,800 stores –
including more than 5,000 outside the United States. In 1990, Domino's Pizza signs its 1,000th
franchise. In 1996, the company reaches record sales of $2.8 billion system-wide in 1996. In 1999,
David A. Brandon is named Chairman and Chief Executive Officer of Domino's Pizza. The
Company & its subsidiary operates Domino's Pizza brand with the exclusive rights for India,
Nepal, Bangladesh and Sri Lanka. The Company is India's largest and fastest growing food service
company, with a network of 1004 Domino's Pizza restaurants across 230 cities. By 1965, Tom
Monaghan had purchased two additional pizzerias; he now had a total of three locations in the
same county. The company logo originally had three dots, representing the three stores in 1965.
Monaghan planned to add a new dot with the addition of every new store, but this idea quickly
faded, as Domino's experienced rapid growth. Domino's Pizza opened its first franchise location
in 1967 and by 1978, the company expanded to 200 stores. In 1975, Domino's faced a lawsuit by
Amstar Corporation, the maker of Domino Sugar, alleging trademark infringement and unfair
competition. On May 2, 1980, the Fifth Circuit Court of Appeals in New Orleans found in favor
of Domino's Pizza.
Domino's vision is focused on “Exceptional people on a mission to be the best pizza delivery
company in the world!" We are committed to bringing fun, happiness and convenience to lives of
our consumers by delivering delicious pizzas to their doorstep and our efforts are aimed at fulfilling
this commitment towards a large and ever-growing guest base. Domino’s constantly strives to
develop products that suit the tastes of our consumers and hence delighting them. Domino's
believes strongly in the strategy of 'Think global and act local'. Thus, time and again they have
been innovating with delicious new products such as crusts, toppings and flavors suitable to the
taste buds of Indian Consumers Their initiatives such as Fun Meal and Pizza Mania have been
extremely popular with consumers looking for an affordable and value for money meal option.
Domino’s believes that when a box of pizza is opened, family and friends come together to share
the pizza. Hence, brand positioning: “Yeh Hai Rushton Ka Time”.

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Two brothers from Kansas founded Pizza Hut in 1958. The $600 start-up money was borrowed
from their mother, the equipment was secondhand and the furnishings of the restaurant, which was
located at a busy crossroads at the center of Wichita, Kansas, were very modest, But brothers Frank
and Dan Carney hit a bull's eye in 1958 when they opened their first pizza restaurant, which they
called “Pizza Hut”, referring to the rather inconspicuous building. Today, more than 50 years later,
there are more than 13,000 Pizza Huts in over 100 countries worldwide. It wasn’t long before Pizza
Hut became a registered trademark and the first franchisees were found. Only ten years after the
grand opening in Wichita, more than one million guests had been welcomed in 310 restaurants and
with a first branch in Canada, the conquest of the international market had begun. A little later, in
1969, the red roof was introduced as the company logo, which was soon to become world famous
as an easily recognized guarantee of crispy pizza, delicious pasta.

The 1000th restaurant was opened in the same year‒ in Wichita, of course. This rapid expansion
continued. After opening new restaurants in Japan and England, the 100th international restaurant
began operations in Australia in 1976. This brought the total number of restaurants to 2000. After
the shareholders approved the takeover by PepsiCo Inc., the steady upwards trend continued
uninterrupted. In 1977, the opening of the 3000th restaurant in the USA was celebrated. In 1980,
Pan Pizzas with individually selected toppings were introduced worldwide in all Pizza Hut rest
With around 13,000 restaurants in 130 countries, we are the pizza specialist Pizza Hut is split into
several different restaurant formats: the original family-style dine-in locations; storefront delivery
and carry-out locations; and hybrid locations that have carry-out, delivery, and dine-in options. At
50 U.S. locations, the Bistro is similar to a traditional Pizza Hut, except that the menu features
new, Italian-themed dishes such as penne pasta, chicken pomodoro, and toasted sandwiches Some
full-sized Pizza Hut locations have a lunch buffet, with "all-you-can-eat" pizza, salad, desserts,
and bread sticks, and a pasta bar. Pizza Hut has other business concepts independent of the store
type.

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KFC was founded by Colonel Harland Sanders, an entrepreneur who began selling fried chicken
from his roadside restaurant in Corbin, Kentucky during the Great Depression. Sanders identified
the potential of the restaurant franchising concept, and the first "Kentucky Fried Chicken"
franchise opened in Utah in 1952.Colonel Harland Sanders has become a world-known figure by
marketing his “finger licking’ good” Kentucky Fried Chicken. The spectacled Colonel Sanders
could easily be identified by his clean, crisp white suite, black string tie, and walking cane. A
statue of this man can be seen as far away as on Nathan Road in Kowloon, Hong Kong, for one
place. One of the most amazing aspects of his life is the fact that when he reached the age of sixty-
five, after running a restaurant for several years, Harland Sanders found himself penniless. He
retired and received his first social security check which was for one hundred and five dollars.
And that was just the beginning of his international fame and financial success story...Col. Sanders
was a fellow who really loved to share his fried chicken recipe. He had a lot of positive influence
from those who tasted the chicken. Now, the Colonel was retired and up in age and while most
people believed in the sanctimony of retirement, the Colonel opted to sell the world on his cool
new chicken recipe. With little in terms of means at his disposal, Colonel Sanders traveled door to
door to houses and restaurants all over his local area. The chain continued to expand overseas,
however, and in 1987, it became the first Western restaurant chain to open in China. It has since
expanded rapidly in China, which is now the company's single largest market. PepsiCo spun off
its restaurants division as Tricon Global Restaurants, which later changed its name to Yum!
Brands. KFC's original product is pressure-fried chicken pieces, seasoned with Sanders' recipe of
11 herbs and spices. The constituents of the recipe represent a notable trade secret. Larger portions
of fried chicken are served in a cardboard "bucket", which has become a well-known feature of
the chain since it was first introduced by franchisee Pete Harman in 1957. Since the early-1990s,
KFC has expanded its menu to offer other chicken products such as chicken fillet sandwiches and
wraps, as well as salads and side dishes such as French fries and coleslaw, desserts, and soft drinks;
the latter often supplied by PepsiCo. KFC is known for its slogans "It's Finger Lickin' Good!",
"Nobody does chicken like KFC", and "So good".

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Burger King is an American multinational chain of hamburger fast food restaurants.
Headquartered in the unincorporated area of Miami-Dade County, Florida, the company was
founded in 1953 as Insta-Burger King, a Jacksonville, Florida–based restaurant chain. After Insta-
Burger King ran into financial difficulties in 1954, its two Miami-based franchisees David
Edgerton and James Clamor purchased the company and renamed it "Burger King". The new
owners promptly initiated a restructuring of the company to reverse its fortunes. 3G, along with
partner Berkshire Hathaway, eventually merged the company with the Canadian-based doughnut
chain Tim Hortons, under the auspices of a new Canadian-based parent company named
Restaurant Brands International. Burger King's menu has expanded from a basic offering of
burgers, French fries, sodas, and milkshakes to a larger and more diverse set of products. In 1957,
the "Whopper" became the first major addition to the menu, and it has become Burger King's
signature product since. Conversely, Burger King has introduced many products which failed to
catch hold in the marketplace. Some of these failures in the United States have seen success in
foreign markets, where Burger King has also tailored its menu for regional tastes.
Burger King's menu has expanded from a basic offering of burgers, French fries, sodas, and
milkshakes to a larger and more diverse set of products. In 1957, the "Whopper" became the first
major addition to the menu, and it has become Burger King's signature product since. Burger King
has historically used several variations of franchising to expand its operations. The manner in
which the company licenses its franchisees varies depending on the region, with some regional
franchises, known as master franchises, responsible for selling franchise sub-licenses on the
company's behalf. Burger King's relationship with its franchises has not always been harmonious.
Occasional spats between the two have caused numerous issues, and in several instances, the
company's and its licensees' relations have degenerated into precedent-setting court cases. Burger
King's Australian franchise Hungry Jack's is the only franchise to operate under a different name,
due to a trademark dispute and a series of legal cases between the two.

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 CONSUMER PERCEPTION ABOUT FAST FOOD IN INDIA

The consumers nowadays, represents a tendency that should be taken into consideration, in order
to identify and improve the quality dimensions of the products which are important for each
category of consumers. Young people are not concerned with food preparation and that is why,
they prefer to go out for their meals. They usually go to fast-food restaurants, especially when
there is nobody to cook for them and also when they want to socialize. Although they have the
necessary knowledge about the nutritional value of food and its effects on their body, they don’t
act accordingly. Fast – food restaurants are famous because they serve the food very fast, they are
cheap and they easily replace homemade food.

The young Indian consumer has passion for visiting fast food outlets for fun and change of taste,
but homemade food is their first choice. They feel homemade food is much healthier than the food
served at fast food outlets. In 2018 the World Health Organization published a study which claims
that deregulated food markets are largely to blame for the obesity crisis, and suggested tighter
regulations to reverse the trend. Unlike the restaurants, which are located in less accessible areas
for the young people, fast-foods are located in their way towards their home or downtown, and
they are more numerous. Easiness of finding a fast-food could be associated with the lack of time
or the hurry. To combat criticism, fast food restaurants are starting to offer more health-friendly
menu items. In addition to health critics, there are suggestions for the fast food industry to become
more eco-friendly. The chains have responded by "reducing packaging waste”.

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The powerful fragmentation of consumers nowadays, represents a tendency that should be taken
into consideration, in order to identify and improve the quality dimensions of the products which
are important for each category of consumers. Young people are not concerned with food
preparation and that is why, they prefer to go out for their meals. They usually go to fast-food
restaurants, especially when there is nobody to cook for them (while they study away from home)
and also when they want to socialize. Although they have the necessary knowledge about the
nutritional value of food and its effects on their body, they don’t act accordingly. Fast – food
restaurants are famous because they serve the food very fast, they are cheap and they easily replace
homemade food. Although people, who are usually very busy working, find fast-foods
advantageous, consumers should be aware of the fact that fast-food products are high in calories,
fats, sugar and salt. Even so, young people admit that it is very difficult for them to change their
food habits especially because they don’t have time and discipline to do it. The accessibility of the
location is another motive for young people to prefer fast-foods. Choosing one particular fast-food
depends on its flexibility and capacity to adapt to young people’s needs. These needs are in fact
young people’s desires to easily find a place to eat, opened at any time, with products display, to
be able to order fast, to eat the food ordered rapidly, to have a place to socialize with their friends
and to take away the food. It is also frequently described as the extent to which the chosen product
meets or exceeds consumer expectations.

It is one of the most widely studied constructs in marketing research and is described as a
consumer’s affective evaluation of a product or service. As the consumer are demanding more
differentiated products, business organizations have attempted to find ways of incorporating
customer wants and needs into production and distribution.
The starting point of each buying decision is that the potential consumer needs to be aware of the
products involved i.e. fast food products. Once aware, the consumer will decide whether to buy a
certain product or not, based on his/her beliefs and attitudes which determine his/her preferences
for a certain product. A belief is a descriptive thought that a person holds about something or a
perception, which can be based on knowledge, opinion or faith. An attitude describes someone’s
enduring favorable or unfavorable cognitive evaluations, emotional feelings, and action tendencies
toward some object or idea. Preferences are the selections that people make when all food products
are equally and simultaneously available i.e. the final short-list of alternative products the
consumer chooses from. Perceptions, attitudes and preferences are all part of food consumption
behavior. Awareness is a necessary condition for consumption behavior to occur. Food
consumption behavior is determined by underlying factors that drive this behavior. One view
considers the food consumption process to circle around two key elements, being the choice and
the actual purchase which are determined by factors as who buys, what to buy, frequency of
purchases, types of foods which are eaten, who eats what, the time and occasion during which
certain foods are consumed, the symbolic meaning of food, and attitudes toward foods.

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 CONSUMER BUYING PROCESS

Motivational factors relate to what a person induces to act. Motivational factors include values,
physical and social food needs, and obstacles to be overcome in buying and preparing food.
Finally, another way of categorizing driving factors behind food consumption behavior is to
distinguish between biological factors (such as age, gender, etc.), sociological factors (such as
ethnicity, education, religion, traditions, etc.), factors (such as food sharing behavior, purchasing
power, etc.) and cognitive factors (such as body image, healthful foods, etc.). Recent studies of
food consumption behavior of the people of India shows that India’s multiracial society with its
large expatriate population drawn from all over has led to a diverse and rich variety of food types
being available to consumers. Perceived important factors that has influenced the diversity in
consumer tastes and preferences are: -

 Newer relationships with North America, Japan and Europe

 Urbanization

 The scope of advertising and promotion

 Social status of consumers and purchase decision makers

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 EFFECT OF FAST FOOD

Most of the junk foods are rich in fats and poor in other
nutrients. Common junk food includes Fast food, chips,
candy, gum, sweet desserts as well as alcoholic
beverages. Consumption of energy dense foods
especially sweetened beverages like fruit drinks,
carbonated soft drinks and energy drinks may lead to
type 2 diabetes and cardiovascular risk. Trends including
fast food consumption and skipping breakfast increased
during the transition period of adulthood, and such
dietary behaviors are associated with increased weight
gain from adolescence to adulthood. The negative
effects of consumption of excess salt containing junk
foods on health include increase in blood pressure and
decrease in calcium absorption. Foods with high salt
content, therefore, are an important issue in the modern
society. Nutrient profiling, a method for categorizing
foods according to nutritional quality, is both feasible
and practical in promoting public health through better
dietary choices. The development of nutrient profiling is
an enviable step in support of strategies to tackle obesity
and other non-communicable diseases.

High dietary intake of Phosphorous containing food additives causes’ serious health effects on
people with renal disorders. Sometimes food additives are added to junk food to increase the shelf
life, taste and also to preserve it from microbial contamination. The internal barriers to nutritional
change include negative perceptions of healthy eating, the decreased taste, difficulty in changing
familiar eating habits, eating for comfort, and the prioritization of mental health. High salt content
foods can be addictive substances that stimulate the dopamine receptors in the brain, leading to
increase in craving and hunger. It leads to increased appetite, calorie consumption, overeating,
obesity and related illnesses. One of the factors leading to binging on junk foods is watching
television which severely increases unhealthy dietary habits among children. An effort to suppress
the growing frequency of obesity, a tax on junk foods known as ‘fat tax’ has been introduced and
the revenue of which is used to provide funding for healthy foods and exercising equipment. A
survey conducted among adolescents about weight related attitudes, behavior and problems dealt
by fat children lead them to eat too many calories, lack of self-control and the people with weight
controlling attitudes would enjoy physical activity and be highly coordinated.

18
It was concluded that parents need to talk to their adolescents about weight concerns and to support
to lose weight in a healthier way. There is plenty of well-researched evidence showing that
regularly eating fast food can harm a person’s health. This is because most fast food is high in
sugar, salt, saturated fat and trans fats, processed ingredients, and calories, and low in antioxidants,
fiber, and many other nutrients. Many fast food meals are very low in fiber. A low-fiber diet is
associated with a higher risk of digestive conditions such as constipation and diverticular disease,
as well as reductions in healthy gut bacteria. A study in the journal Health Promotion Perspectives
identifies the sometimes irreparable effects of eating fast food on a person’s health. Such risks
include obesity, insulin resistance, type 2 diabetes, and various cardiovascular conditions. A study
in the Nutrition Journal focuses on the effects of a Western diet on a person’s immune system.
This is a diet that consists of high amounts of sugar, salt, and saturated fat from only a few sources.
Obesity results from an imbalance of calorie intake and expenditure defined by World Health
Organization (WHO) as a disease whereby the excess body fat has accumulated to the point where
the health of the individual may be adversely affected. Obesity can be said to be a vast health issue
which can be as a result of socio-economic factors, attitudinal issues or disorder with feeding.

Obesity as well as obesity related diseases have rapidly increased over the years with an increased
number of fast food restaurants. Causes of obesity can be categorized into two perspectives:
economic and non-economic. Friedman talking from the non-economic perspective stated that
obesity results from the lack of discipline on the affected consumer’s part; while from an economic
perspective states that there are three correlating factors that contributes to the rising trend in
obesity which are: socio economic, geographical and individual attitude or perception on feeding.
The study paper claims that a Western diet can lead to higher inflammation, lower control of
infection, higher cancer rates, and higher risk of allergic and autoinflammatory disease. A study in
the journal Thorax establishes a link between fast food consumption in teenagers and children and
an increase in asthma, rhino conjunctivitis, and eczema. Obesity causes a vast number of health
problems, some of which are irreversible and life threatening. Obese children are at increased risk
for developing high blood pressure, high cholesterol, fatty liver disease, type 2 diabetes, joint
problems, sleep apnea, and metabolic syndrome. These conditions used to be considered adult
diseases until type 2 diabetes and certain clinical disease markers emerged in obese children. Type
2 diabetes is one of the primary health threats to obese individuals. A study in the journal Appetite
also suggests that there is a causal link between a diet high in saturated fat and simple
carbohydrates, typical of much fast food, and a lower capacity for memory and learning. This sort
of diet may also raise the risk of Alzheimer’s disease and disease. The Food and Drug
Administration (FDA) suggest that a diet high in salt often increases a person’s blood pressure,
which means that a person is more likely to have a heart attack, stroke, kidney disease, or disease.
Over time, this perpetuates a dependence on fast food, and people may not learn how to prepare
healthful, balanced food in the home. Consuming such meals can support a person’s long-term
health throughout their lifespan.

19
 REVIEW OF LITERATURE

Ruth Cynthia Klerk (2018)., in her study focuses on children’s preferences for fast foods. In
examining these preferences, the study determination of the fast food outlet mostly preferred by
children as well as identification of the drivers, motives and the reasons for the popularity of
particular fast food outlets. The study also seeks to determine the most sought after meal is and to
what extent preference for a particular meal and fast food outlet are determined by the background
of the child, price, the nature of the product service levels of staffs and how convenient it is to buy
from the fast food outlets. The study also examined the influence of advertisements on children’s
preference for fast food outlets.

Ernest; Selloff, Ashley (2017)., In their study stated that a fast food culture tends to value pre-
packaged, fast, cheap, and convenient in lieu of sustainable and healthy options. This culture is not
isolated to food consumption, but impacts how leaders run their business. As uncertainty and
complexity grows in global businesses, the fast food mentality has spawned reactive individuals
rather than thoughtful and thorough leaders. This study provides a framework for understanding
common mismanagement and remedies to prevent practitioners from propagating the fast food
culture.

Joseph, Nelligan, Rai, Katina, Ghosh and Singh (2019) say that India’s fast-food industry is
expanding at the rate of 40% every year. India ranks 10th in the fast food per capita spending
figures with 2.1% of expenditure in annual total spending. This study was done to find out the
awareness of health hazards of fast foods, consumption pattern of fast foods and its association
with overweight among high school students. Fast food consumption was reported by most
students in this study. Commonest source of information was from television advertisements.
Statutory warning about hazards should also accompany television advertisements promoting fast
foods.

The study focused on forcing factors for consumption of fast food along with behavior towards
fast food industry in Amritsar. It is reported that fast food market in India is growing rapidly
specially because of younger generation, nuclear families, working women in a family and for
many other reasons. It stated about recent trends, competitive landscape and prospects of fast food
in India. They have explained about growth and prospects of India’s fast food industry. It has
elaborated about 40 fast food items and its availability Amritsar. Further, explained about Punjab’s
fast food culture which is influenced by different religions living in the city. There has been
focused on best healthy and delicious fast food options available to consumers. Times of India
(2019) stated about Fast Food Television Ads which are influencing children for selecting
restaurants. Above literature review stated about importance, reasons for growth and prospects of
fast food industry.

20
 SIGNIFICANCE OF THE STUDY

The present study covers the factors responsible for consumption of fast food items in India which
can help the fast food industry for expanding and developing their outlets for serving in a better
way to consumers. Through the present study Government, policy makers, researchers and
consumers will be benefited by knowing the importance of this sector. New businessmen will get
an idea for developing new venture of fast food in India. The scope of the study is to focus on the
customers who spend their money in fast food and city is Amritsar that we are focused. Marketers
must study their target customer’s wants, perceptions, preferences and buying behavior. Such
study will provide clues for developing new varieties, features, prices, channels, messages, and
other marketing mix elements in the fast food industry. An analysis of consumer’s attitude is a pre-
requisite for the decision makers of a planned economy because it enables them to have an
understanding of the current and future demand to match and supply with changing pattern of
demand. The study would try to throw some insights into the fast food products offered by different
fast food outlets, perceptions, factors influencing to consume, ingredients and the nutrient level of
the outlets. The results of the study would be able to recognize the lacunae in the health and thus
provide key areas where improvement is required for better performance and success by the fast
food restaurants in respect to consumption pattern of fast food. Superior service quality enables of
this outlet with that of any other restaurants etc. Thus, the findings of the study may be very useful
to restaurants and it may also help the consumers section to identify the positive and negative
features of the product and the restaurants would be go through with the recommendations of the
consumers. The restaurants can take actions on this basis to improve the ingredients as well as
nutrients quality so that it will not harm the consumers assuming that the sample customers
selected on the random basis represent the whole population.

21
 OBJECTIVES OF THE STUDY

The overall objective of the study is to analyze the food consumption lifestyle behavior of
consumers segment for developing new marketing strategies in fast food sector. The specific
objectives of the study are:

 The primary objective of the study is to explore consumer behavior towards fast food Industry.
 Identifying the driving forces towards fast food.
 To identify the overall satisfaction level among the customers.
 To analyses consumer expectation from the manufacturer.
 To analyze the consumer`s spending behavior on fast food consumption and their preference
on fast food menu and fast food restaurants.
 To identify the factors affecting the choice of (Indian youth) consumers for fast food.
 To examine the consumption pattern towards fast foods particularly with respect to the
frequency of visits and choice of fast foods.
 To check the awareness of health hazards of fast food and its association with
overweight.

22
 RESEARCH METHODOLOGY

The present research is based on both secondary and primary data collection. Since the topic
encourages facile projections and speculations for the future, the study has attempted to quote hard
data in order to support viewpoints. In case where qualitative data and opinions have been used
the researcher has made sure to present differing perspectives before coming to a conclusion.

Research Design The present study is descriptive and survey research. It is descriptive because
research is on fact finding mission and providing descriptive answers. It is survey research also
because present study focused on collecting primary data from consumers of fast food in Punjab.

Sources Of Data:
The project work has been carried out in two phases:

 First phase involved the process of secondary data collection that was done by studying
issue related books, journals, articles and company reports.

 Based on the results of the first stage the second stage involved the process of primary
data collection through the questionnaire method. The standard questionnaire covered
the awareness, attitude and behavior towards western fast food products in general and
three selected product categories in particular.

Data Gathering

Primary Data: The primary data is collected from fast food consumers of Amritsar, Punjab with
the help of well-designed and structured questionnaire. Primary data analyzed with the help of
percentage.

Secondary Data: Secondary data is collected through research articles, newspapers, journals,
magazines, websites and government publications.

Statistical methods like Percentages, factor analysis, function is used. The researcher has analysis
the product purchase, reason for purchasing, amount spent for purchasing fast food and their
opinion about it. This mainly depends upon the primary data which have been collected from 150
respondents during the month of April 2020.The consumers are classified on the basis of age,
gender, income. The study was conducted in Amritsar, Punjab by selecting randomly 150
respondents who step in at major fast food restaurants. A questionnaire for the same has been
prepared and used as a tool for this purpose. Statistical methods like Percentages and pie charts
are used.

23
 STATISTICAL TOOLS

The following statistical tools were used in the study. Data were subject to statistical analysis such as
descriptive statistical analysis and frequency distribution. This analysis was applicable to mainly
categorized data. Microsoft Word had used for tabulation and graphs for analysis. Some of the
questions were scored on five-point Likert’s scale, calculated simple percentage and weighted
average mean.

Sample Technique

Since it is not possible to study whole universe, it becomes necessary to take sample from the
universe to know about its characteristics.

1. Sampling Units: Consumers of fast food

2. Sample Technique: Random Sampling.
3. Research Instrument: Structured Questionnaire.
4. Contact Method: Personal Interview

Questionnaire dimensions
The questionnaire is having the following dimensions:

1. Demographics of the respondent such as age, qualification and marital status;

2. Behavior of visiting fast food outlets such as time of the day, getting home delivery, pressure
from friends, influenced by nutritional values etc.;
3. Factors affecting selection of fast food outlets;
4. Comparisons between fast food outlets on various parameters such as price, food taste,
variety etc.;
5. Media for source of information for fast food outlets;
6. Ranking of various fast food products;
7. What they usually eat/order at the fast food restaurants;
8. Number of times they visit the fast food restaurants and their monthly expenditure on it
9. Do they know the nutritional information and ingredients content in each of the fast food?

24
 DATA ANALYSIS AND INTERPRETATION

Frequency of visit to the selected fast food chains

Domino
s

The following figure represents the frequency of visits by the respondents to the selected
retail outlets.
The above table depicts the number of respondents and their frequency of visits to the above
selected restaurants. From the above table it can be interpreted that only very few youths prefer
to visit the restaurants in a week or on fortnightly basis. Majority of the respondents prefer to
visit the restaurant once in a month or a year. Among the restaurants about half of the respondents
never visit Pizza Hut. The most preferred restaurant is Domino’s Pizza.

25
TABLE: 1
Table showing age distribution of respondents

S.NO AGE NO. OF RESPONDENTS PERCENTAGE

1 18-20 38 25.3
2 20-25 45 30
3 25-35 36 24
4 35&ABOVE 31 20.7
TOTAL 150 100

The majority of the respondents were in the age group of 20-

25 years (30%)

TABLE: 2
Table showing gender distribution of respondents

S.NO GENDER NO OF RESPONDENTS PERCENTAGE

1 FEMALE 52 34.7
2 MALE 98 65.3
TOTAL 150 100

The majority of the respondents were males (65.3%)

TABLE : 3
Table showing occupational distribution of respondents

S.NO OCCUPTION NO OF RESPONDENTS PERCENTAGE

1 STUDENT 57 38
2 EMPLOYED 28 18.7
3 BUSINESS 38 25.3
4 HOUSEWIFE 27 18
TOTAL 150 100
The majority of the respondents were students (38%)

26
TABLE: 4
Table showing monthly income of respondents

S.NO MONTHLY NO OF PERCENTAGE

INCOME RESPONDENTS
1 BELOW 5000 12 8
2 5000-10000 47 31.3
3 10000-20000 46 30.7
4 20000&ABOVE 45 30
TOTAL 150 100

The majority of the respondents were in the income group of

5000-10000 (31.3%)

TABLE: 5
Table showing respondent’s preference towards fast food outlets

S. NAME OF THE NO OF PERCENTAGE

NO OUTLET RESPONDENTS
1 BURGER KING 12 8
2 SUBWAY 29 19.3
3 MACDONAL’S 20 13.3
4 HOT CHIPS 11 7.3
5 YO CHINA 9 6
6 KFC 22 14.7
7 DOMINOS 31 20.7
8 PIZZA HUT 10 6.7
9 RICH FOODS 6 4
TOTAL 150 100

The majority of the respondents were preferring of Dominos (20.7%)

27
TABLE: 6
Table showing the amount spent on fast food every month

S. AMOUNT NO OF PERCENTAGE
NO RESPONDENTS
1 BELOW 200 52 34.7
2 200-300 41 27.3
3 300-500 39 26
4 500&ABOVE 18 12
TOTAL 150 100

The majority of the respondents were spending below Rs.200 on

fast foods per month (34.7%)

TABLE : 7
Table showing the satisfaction level of the service rendered of respondents

S. FACTOR NO OF PERCENTAGE
NO RESPONDENTS
1 SATISFIED 81 54
2 HIGHLY SATISFIED 15 10
3 NEUTRAL 2 1.3
4 DISSATISFIED 1 .7
5 HIGHLYSATISFIED 51 34
TOTAL 150 100

The majority of the respondents were satisfied with the ser- vice rendered in fast food outlets
(54%)

28
TABLE : 8
Table showing the reasons for visiting any fast food out lets

S.NO REASON NO OF PERCENTAGE

RESPONDENTS
1 TASTE 124 82.7
2 SERVICE 20 13.3
3 PRESTIGE 6 4
TOTAL 150 100

The majority of the respondents visit the fast food outlet for taste (82.7%)

TABLE : 9
Table showing favorite fast food items of the respondents

S. FAST FOOD NO OF PERCENTAGE

NO ITEM RESPONDENTS
1 FRIED CHICKEN 24 16
2 BURGER 10 6.67
3 SANDWICH 20 13.33
4 PIZZA 30 20
5 GARLIC BREAD 26 17.33
6 WRAPS 18 12
7 FRENCH FRIES 22 14.67
TOTAL 150 100

The majority of the respondents prefer pizza (20%)

29
TABLE : 10
Table showing the source of awareness of the Respondents About fast food outlets
through media

S. SOURCE OF NO OF PERCENTAGE
NO AWARENESS RESPONDENTS
1 PRINT MEDIA 40 26.7
2 OUTDOR MEDIA 39 26
3 BROADCAST MEDIA 36 24
4 DISPLAY MEDIA 26 17.3
5 INTERNET 9 6
TOTAL 150 100
The majority of the respondents were aware of the outlets through print media
(26.7%)

TABLE : 11
Table showing factors influencing the choice of particular outlets

S.NO FACTORS NO OF PERCENTAGE

RESPONDENTS
1 PLACE OF 17 11.33
OUTLET
2 POPULARITY 16 10.67
3 QUALITY 18 12
4 QUANTITY 13 8.67
5 QUICK SERVICE 15 10
6 VARIETY 20 13.33
7 TASTE 21 14
8 AMBIENCE 11 7.33
9 HYGIENCE 19 12.67
TOTAL 150 100

The majority of the respondents were chosen taste as the factor influencing the
choice of a particular outlet (14%)

30
 RESULTS

1. The personal factors of the respondents have no significant influence over the factors about the
reason for choosing the favorite fast food item.

The factors are classified as

 Cost
 Taste

 Flavor
 Less preparation times
 Familiarity

 Quantity
 Quality

Personal factor & general opinion about reason for choosing the favorite fast food item.

S. NO PERSONAL CALCULATED TABLE SIGNIFICANT/

FACTOR VALUE VALUE INSIGNIFICANT
1 AGE 30.07 28.9 SIGNIFICANT
2 GENDER 6.49 12.6 INSIGNIFICANT
3 INCOME 10.33 28.9 INSIGNIFICANT

Interpretation:
It is revealed from the table that the above formulated hypothesis the personal factor age group
was rejected. In other cases of the personal factors (income and gender) the hypothesis was
accepted. Thus, the age group of the sample respondents shall influence over the factors about
the reason for choosing the favorite fast food item.

2. General opinion about the satisfaction of service rendered in fast food outlets.

Hypothesis:
The personal factors of the respondents have no significant influence over the factors about the
satisfaction of service rendered in fast food outlets.

31
The factors are classified as
 Satisfied
 Highly satisfied
 Neutral
 Dissatisfied
 Highly Dissatisfied

Personal factor & general opinion about the satisfaction of service rendered in fast food outlets.

S. PERSONAL CALCULATED TABLE SIGNIFICANT/

NO FACTOR VALUE VALUE INSIGNIFICANT

1 AGE 4.80 21.0 INSIGNIFICANT

2 GENDER 36.59 9.49 SIGNIFICANT

3 INCOME 12.25 21.0 INSIGNIFICANT

Interpretation:
It is revealed from the table that the above formulated hypothesis the personal factor gender was
rejected. In other cases of the personal factors (income and age) the hypothesis was accepted.
Thus, the gender of the sample respondents shall influence the satisfaction of service rendered in
fast food outlets.

3. General opinion about the amount spent on fast food item per month.

Hypothesis:
The personal factors of the respondents have no significant influence over the factors about the
amount spent on fast food item per month.

The factors are classified as

 Below 200
 200 - 300
 300 - 500
 500 & above

32
Personal factor & general opinion about the amount spent on fast food item per month.

S. PERSONAL CALCULATED TABLE SIGNIFICANT/

NO FACTOR VALUE VALUE INSIGNIFICANT

1 GENDER 5.88 7.81 INSIGNIFICANT

2 INCOME 22.93 16.9 SIGNIFICANT

3 OCCUPATION 15.99 16.9 INSIGNIFICANT

Interpretation:
It is revealed from the table that the above formulated hypothesis the personal factor income was
rejected. In other cases of the personal factors (occupation and gender) the hypothesis was
accepted. Thus, the income of the sample re- pendants shall influence the amount spent on fast
food item every month.

4. General opinion about the factors influencing choice of particular outlet.

Hypothesis:
The personal factors of the respondents have no significant influence over the factors influencing
choice of particular outlet

The factors are classified as

 Place of outlet
 Popularity
 Quality
 Quantity
 Quick service
 Variety
 Taste
 Ambience
 Hygiene factor

33
Personal factor & general opinion about the factors influencing choice of particular outlet

S. PERSONAL CALCULATED TABLE SIGNIFICANT/

NO FACTOR VALUE VALUE INSIGNIFICANT
1 occupation 27.09 36.4 INSIGNIFICANT
2 GENDER 5.86 15.5 INSIGNIFICANT
3 INCOME 45.16 36.4 SIGNIFICANT

Interpretation:
It is revealed from the table that the above formulated hypothesis the personal factor income was
rejected. In other cases of the personal factors (occupation and gender) the hypothesis was
accepted. Thus, the age group of the sample respondents shall influence over the factors about
the reason for choosing the favorite fast food item

HYPOTHESIS OF THE STUDY

An overview of the hypothesis related to the relationship with customer satisfaction and quality of
fast food environment facilities, service quality, service of staff, convenience, price, Taste and
variety of product. On the base of dependent and independent variables, for this study seven
hypothesis has been developed and given below:

1. There is a Positive relationship between Age and Habit to eat Fast Food.
2. There is a Positive relationship between Eating Fast food and Eating Outside.
3. There is no specific relationship between having Fast food and the timing of having it.
4. There is a relationship between how often someone eats and the money they spend
per meal.
5. Reasons for eating fast food depend on the age of the respondent.
6. Concerns regarding fast food depend on the age of the respondent.
7. Reasons for eating fast food are dependent on the concerns of the respondent with
respect to fast food restaurants.
8. Perception of nutritional value of fast food is dependent on the age of the respondent.

34
 LIMITATIONS OF THE STUDY

 The time collected the data for the research was less.
 Unwillingness of respondent to answer the questions, as they do not them seriously.
 Incomplete knowledge about the subject.
 They don’t have time so they answer in hurry.
 Data that we collect is one of the main constraints that are availability of data.
 Reliability of the data is also one of the main constraints of the data.
 Time constraint is one of the main reasons to collect data it consists 1 month to collect all data and analysis.

SCOPE OF THE STUDY

The topic of the study is connected with the consumption of fast food by the people of a specific
area which is Amritsar, Punjab. And also briefs about the respondent’s knowledge about the fast
food ingredients. This study has been done in a very small area portion. Similar study can be done
in other areas of the city and even in different states. Many other tools can also be applied in the
further study like graphs, statistics, tables etc. The study can also be carried out in other countries
and can compare it with India. Future researchers can explore the relationship between fast food
consumption behavior and cardiovascular risk factors such as cholesterol level, diabetes mellitus,
and hypertension among public. Qualitative method possibly will improve the quality of
quantitative studies by discovering the hypotheses to be tested and improve the data collection
instrument proposed to assess the dietary intake. Qualitative results will help to develop
quantitative survey and dietary assessment instruments and tools to estimate the portion size.

Food consumption study will incorporate both quantitative and qualitative approaches in order to
achieve convergence of results. Using a combination of qualitative and quantitative approaches
(mixed method) will provide a better understanding of the research problem than either approach
alone. Marketers must study their target customer’s wants, perceptions, preferences and buying
behavior. Such study will provide clues for developing new varieties, features, prices, channels,
messages, and other marketing mix elements in the fast food industry. An analysis of consumer’s
attitude is a pre-requisite for the decision makers of a planned economy because it enables them
to have an understanding of the current and future demand to match and supply with changing
pattern of demand.

35
 FINDINGS

The information collected from 100 sample respondents in the study area of Amritsar city were
tabulated, analyzed and the findings of the study are presented under the following
points:

1. Dominos and KFC both are ranked top by the majority of respondents, whereas
2. Burger King was being ranked last in the category of fast food restaurants by the respondents.
3. Majority of the respondents are saying that, they got the information of fast food through
Television and newspaper.
4. Respondents were consuming the fast food because of their self-taste. They found the taste was
influencing them to purchase and consume the fast food.
5. Majority of respondents choose to eat fast food because of their enjoyment in taste and for their
get-together parties with family and friends.
6. Branding affects very much while choosing the fast food.
7. Price of the product plays a vital role while opting for any fast food products.
8. Burger and pizza are most liking fast food among the consumers.
9. Consumer likes to order carbonated soda i.e. cold drinks, soft drinks etc. with the meal.
10. Majority of the respondents visit the fast food restaurants once to twice a week. People usually
spend Rs.100/- to Rs.499/- in a month for the consumption of fast foods.
11. Majority have their fast food during the time period of 6PM to 10PM as snacks.
12. Sometimes nutritional information influence to choose the fast food they would be purchasing.
13. Consumers are neutral that taking fast food depends on their emotions.
14. Most of the consumers are sometimes aware of the nutritional information and
15. ingredients in fast food they are consuming.
16. Consumers of fast foods are neutral about the consumption of fast foods on daily basis makes
them eat more.
17. Majority of the respondents are agreeing that consumption of fast food on frequent basis would
causes obesity.

36
 SUGGESTIONS

 To provide more attractive offers and discounts to the customers.

 To print and make the consumers aware of the nutritional facts.
 In addition to the fast food few health friendly food products can be added in the menu.
 To maintain their delivery and service. Also, to maintain a stability in their services and quality
of food.
 Promotional strategies like free home delivery, picnic and family packs of Fast Food, free gifts
and coupons will help in creating demand among all consumers which will not be restricted to
only younger generation.
 New Fast Food items should be introduced in such a way that it can be consumed during
breakfast, lunch and dinner so that timings of visit will increase.
 Consumers are health and food conscious, they do not want obesity and other health problems
due to Fast Food, so it suggests for nutritious and qualitative Fast Food.
 Media plays a very important role for influencing kids and vice versa family members for Fast
Food. Fast Food outlets can take help of the media for influencing consumers and introducing
new Fast food. The study shows that customers are not much influenced by advertisements.
This indicates the poor effectiveness of advertisements over other factors. Thus, the retailers
have to increase the quality of advertisements and promotions. The reward points may be added
and they may be given with discounts or offers. The management of the restaurants need
continuous improvements in service quality to get optimum customer satisfaction.

37
 CONCLUSION

Consumer’s behavior is often studied because certain decisions are significantly affected by their
behavior or expected actions. For this reason, consumer behavior is said to be applied discipline.
In a general sense, the most important reason for studying consumer behavior is the significant
role it plays in our lives. Much of our time is spent directly in the market place, eating or engaging
in other activities. A large amount of additional time is spent thinking about products and services,
talking to friends about them, and seeing or hearing advertisements about them. In addition, the
goods people eat and the manner in which they use them significantly influence how they live their
daily lives. These general concerns alone are enough to justify our study of consumer behavior.
From the above statistics, researcher can see that of all 150 respondents, respondents between the
ages of 18 and 45 were the majority that eats at fast food restaurants. Taste is the greatest influencer
to food purchases. The tastiness of fast food is what drives the respondents to eat fast food over
more nutritional food. Hypothesis was really supportive to result. Researcher think the tests he did
went smoothly and researcher had no problems. Majority of people consume fast food between 6
pm to 10 pm. Nuclear and Joint both family systems like fast food due to its taste. People like to
eat fast food, outside their homes. Hunger can be satisfied with fast food. Moreover, fast food is
not a cost-effective mean. Fast-food also used for the sake of enjoyment and fun. It is also
evaluated that prolonged use of fast food is also a cause of health problems, obesity, indigestion
problem and high cholesterol. Moreover, fast food is also an addiction for most of the people. Age
and Education have negative correlation with the likeness, consumption and spending money on
fast food. However, with the increase in income there will be more likeness toward fast food.
Results showed that youngsters spend more money on junk food. As the data clearly mentions that
there is no specific relation between the timing of having the fast food, the respondents mentioned
that they prefer no Specific time for having the fast food. There is a Positive relationship between
Age and eating Habit of Fast Food. This show a significant number for people eating Fast Food.
Researcher also shows the pattern of spending of the respondents and also show the relation of the
same with the frequency. Researcher conclude that the association between why the respondents
eat fast food and their concerns relating to fast food restaurants cannot be established with the
collected data conclude that with confidence level that there is an association between age of the
respond. However, many seek to understand the behavior of consumers for what are thought to be
more immediate and tangible reasons. Further, suggestions can be taken into account which was
observed during the study: -

 To provide more attractive offers and discounts to the customers.

 To print and make the consumers aware of the nutritional facts.
 In addition to the fast food few health friendly food products can be added in the menu.
 To maintain their delivery and service. Also, to maintain a stability in their services and quality
of food.

38
 REFERENCES

1. Gopal J., Sriram S., Kannabiran K. and Seenivasan R. “Student’s perspective on junk foods”.

2. Lt Col Mercy Antony, Lt Col R K Bhatti (2015). “Junk Food Consumption and
Knowledge about its Ill Effects among Teenagers: A Descriptive Study”.

3. International Journal of Science and Research (IJSR) ISSN (Online): 2319-7064. Volume 4
Issue 6, June 2015.

4. Retrieved April 2017, from www.ijsr.net Bailey, R., &Tian, R. G. (2016). Cultural
understanding and consumer behavior: A case study of Southern American perception of
Indian food.

5. https://en.wikipedia.org/wiki/Fast_food

6. https://www.marketresearch.com/Food-Beverage-c84/Food-Service-Hospitality-c169/Fast-
Food-c523/

7. https://www.scribd.com/presentation/56463326/A-Project-Report

8. https://www.researchgate.net/publication/314885188_Exploring_of_Consumer_behavior_to
wards_fast_food_Industry_A_Case_study_on_Pune

9. P. Deivanai (2013). “A Study on Consumer Behaviour towards Fast Food Products with
Special Reference to Domino’s Pizza”. International Research Journal of Business and
Management – IRJBM ISSN 2322-083X. Volume No – V. Retrieved March 2017, from
www.irjbm.org

10. Chaitali Bhattacharya (2014). “Fast Food and Obesity in India”. Volume 4, Issue
International Journal of Marketing and Technology. Retrieved March 2017, from
http://www.ijmra.us

39
 ANNEXURE
QUESTIONNAIRE

Study on the Consumer Behavior about the Fast Foods in Amritsar City

Data to be collected will be kept confidential and utilized for academic purpose
only.

Personal Information

1. Name

2. Age
Year Tick

18-25

25-35

35-45

3. Level of Education

Year Tick

Illiterate

Primary

Secondary

Graduation &Above

40
4. Sex or Gender

Category Tick

Male
Female

5. Monthly Income

In Rs. (P.A.) Tick

Up to 5000
5000-10,000

10,000-20,000

20,000 and above

6. Which brand of Product do you purchase? (Please provide the rank according to your
preference)

PRODUCT Rank
McDonald _
Domino _
Pizza Hut _
Kentucky Fried Chicken (KFC) _
Subways _
Other (Specify) ______ _

41
 7. How do you come to know about the product?

SOURCE AGREE NEUTRAL DISAGREE

TV

Newspaper

Magazine

Cinema

Sales Representatives

Radio

Any Other:

8. Which factor influences the purchase of particular product?

AGREE NEUTRAL DISAGREE

Taste

Family

Friend

Children
Any Other:

42
9. Reasons for choosing to eat at fast food.

AGREE NEUTRAL DISAGREE

Enjoy the taste

Lack of cooking skill

Limited Time

Variety of menu

Eat with friend/family

10. Does branding affect the chosen fast food?

o Agree
o Neutral
o Disagree

11. Fast food prices are influencing the chosen fast food.
o Agree
o Neutral
o Disagree

12. What do you usually like to eat/order at fast food restaurant?

o Burger
o Fries
o Pizza
o Fried chicken
o Ice Cream
o Others (Please specify):

43
13. Number of times a week you consume fast food.

o 0 times
o 1-2 times
o 3-4 times
o 5 times or more

14. Monthly expenditure on fast foods.

In Rs/- Tick

Up to 99
100-499
500-999

1000 and above

15. When do you typically eat at fast food restaurant?

o Breakfast
o Lunch
o Dinner
o Snack

Effect Of Fast Food Consumption On The Health

16. How does nutritional information influence your choice regarding fast food?

o Not at all
o Rarely
o Sometimes
o Most of the time
o Always

44
17. Taking fast food depends on the emotion.

o Agree
o Neutral
o Disagree

18. Are you aware about nutritional information and ingredients content in each of fast food
that you consume?

o Never
o Sometimes
o Always

19. Do you know having junk food on a daily basis makes you eat more?

Agree Neutral Disagree

20. Do you know taking fast food frequently may cause obesity?

Agree Neutral Disagree

Thank You !

45