IJSRP, Volume 4, Issue 2, February 2014 Edition [ISSN 2250-3153]
Y Prabhavathi, N T Krishna Kishore, M. Ramesh Kumar
- Fast food industry is one of the world’s fastest growing sectors in food industry. However, over a period of time, with a growth in the number of nuclear families, economic growth and increasing per capita income as well as globalization, fast food culture gained prominence in India. The study reveals that. The average visits made by the sample respondents was three times in a month and that young consumer lifestyle trend consists of taste, convenience and seeking alternate food items which formed the major reasons for consuming fast food. Analysis on reasons behind eating fast food by the sample respondents revealed that taste (56 per cent) is major reason to consume fast food followed by convenience (15 per cent) and alternate to home food (11 per cent).They also expressed that relaxation and wider variety of menu were the other reasons to consume fast food.