Consumer Behavior Towards Fast Food Industry

CONSUMER BEHAVIOR

TOWARDS FAST FOOD INDUSTRY

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Under the guidance of:                                                                        Submitted By:

Dr. Karminder Ghuman                                                                      Surbhi Kapoor (501504045)

                                                                                                            Devika Sen (501504066)

                                                                                                            Bhavya Sharma (501504037)

CONCEPT NOTE

INTRODUCTION:

The term fast food was recognised in a dictionary by Merriam-Webster in 1951.Fast food is an easily prepared, processed, served in bars & restaurants etc. as a quick meal or to be taken away. It is one of the world’s largest growing food type i.e. growing by 40% a year. Foreign investment holds about one fourth to total investment made in this sector. Indian fast food market analysis shows that currently the Indian fast food industry stands at a massive size of 47 billion, which is driven by increase in the no. of working professionals.

In this project we will study about the consumer behaviour towards fast food. Consumer behaviour attempts to understand the decision-making processes of buyers, such as how age, emotions, income, demographics etc. affect the buying behaviour

OVERALL OBJECTIVE

The objective of this research is to understand the consumer behavior in fast food industry and to investigate the factors that could influence consumer behavior towards particular brands.

CONCEPTUAL MODEL:

We will focus on below mentioned factors to understand the consumer behaviour in the fast food industry.

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Fig: Factors Influencing Consumer Behaviour

CONCLUSION:

In this research we will further apply various methodologies to study consumer behavior through which we will be able to analyze our conceptual model.