A STUDY OF THE FAST FOODS PRODUCT AND FACTORS INFLUENCE ON CONSUMER'S BEHAVIOUR

The present study focuses on the purchasing behavior of consumers of fast food outlets and the focus of the study is to know the various factors that influence consumer choice so that fast food outlets can know their strengths and overcome their shortcomings. Today the fast food industry is one of the leading industries in India. Due to globalization, various branded fast food chains came into existence in the form of franchises which led to a boom in the Indian economy. Every business depends on their customers to survive in the business environment. The main objective of the paper to know factors affected on consumer’s behaviour to purchase of fast food products. The Indian economy was a traditional economy with most people preferring home-cooked food with nutritional value. It was a big challenge for global fast food to start their business in India. In the current scenario, traditional food has been replaced by fast food. Demand for fast food is increasing day by day due to lifestyle changes. Therefore, global retailers have to compete with Indian retailers who offer traditional food items of their choice at affordable prices. In order to capture the attention of Indian consumers, the fast food industry adapted Indian style cuisines which gave them great success.