A Study on Buying Behaviour of Youngsters towards Fast Food Restaurants

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 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 18-25 years, towards consumption of fast food as well as towards making choices of which fast food outlets to patronize. The findings of the study would help the fast food retailers to shore up their strengths and remedy their shortcomings.