COMPLETE PROJECT TITLE

(STUDY ON CONSUMER’S BEHAVIOUR ON FAST FOOD CONSUMPTION IN

INDIA)

BY

(ABHISHEK PRASAD GHIMIRE) OF

6th SEMESTER OF
B. A. IN CULINARY ARTS

BATCH 2020-21

UNDER THE ABLE GUIDANCE OF

(VARSHA BORICHA )

ASST.PROFESSOR

PRINCIPAL – MR. JOSEPH FURTADO

1
 ATHARVA COLLEGE OF HOTEL MANAGEMENT & CATERING
TECHNOLOGY
Malad-Marve Road,Malad(W) Mumbai400095. India

CERTIFICATE

Roll no.

This is to certify that the necessary records have been correctly entered in

the Research Project by Mr Abhishek Prasad Ghimire

for Research Methodology Subject during the

academic year 2020-2021, as per the syllabus.

Varsha Boricha

Your Guides Name Mr.Joseph Furtado

2
 ACKNOWLEDGEMENTS

I take the opportunity to thank the individuals, who helped me in creating this project on

Study of Consumer’s Behaviour on Fast Food Consumption in India

To begin with I would like to thank our Principal Mr. Joseph Furatdo for giving me the

opportunity to work on this project.

I thank my research faculty Dr. Srivastava who helped me with the selection of research topic

and guide-in- charge Varsha Boricha and other faculty members of the college for

strengthening my base and in guiding me to complete this project successfully.

Finally, I take this opportunity in expressing the sense of gratefulness to my parents without

whose moral support this research would have not been a reality.

3
 INDEX

CERTIFICATE

ACKNOWLWDGEMENT

ABSTRACT 6

INTRODUCTION 8

BACKGROUND 12

STATEMENT OF PROBLEM 27

NEED OF THE STUDY 30

LITERATURE REVIEW 32

HYPOTHESIS 35

METHODOLOGY 38

DATA ANALYSIS 47

4
 INDEX

FINDINGS 62

CONCLUSION 64

RECOMMENDATION 65

REFERENCE 69

APPENDICES 71-75

5
 Abstract

Indian society's traditional economic scenario differed from the current state. Home prepared
meals was preferred by the vast majority of Indian consumers. Unlike then, today's dining-our
culture is fast evolving . Indian society's thinking is changing. Several fast-food chains now
have It has carved out a niche for itself in India, where they have a sizable clientele. contem-
porary fast-paced lifestyle, hectic schedules, competition, and an increase in the number of
people Working women, the concept of a nuclear family, and so forth. As a result of the favour-
able demographics, India is going through a period of changing consumer preferences and in-
creased disposable income .The fast-food industry is exploding. The percentage of persons that
choose to eat out. is providing fantastic prospects for a variety of international companies. Fast-
food consumption is increasing in tandem with urbanisation, indicating that India is moving to-
ward modernity in the food business .The purpose of this research is to look into and compre -
hend the fast-food industry's general situation.

Such ready-made food appeals to any children. The most effective way of promoting first food
sales is to sponsor sporting or cultural events with attractive prizes. Fast food intake is influ-
enced by a number of factors, including nuclear families, working mothers, socioeconomic pos-
ition, proximity to a fast food restaurant, food testing, and quick service in the store. Obesity,
hypertension, dyslipidemia , heart disease, and diabetes are all linked to this type of eating.
Children's dietary habits can be improved by the easy availability of healthy food at reasonable
rates, as well as a public awareness campaign, a school lunch programme, and health education.
Implementing legislation governing the marketing and sale of fast food could be another step in
limiting our children's consumption of this type of food.

One of the most important requirements for a long life is to eat and live healthily. Unfortu-
nately, today's society has adopted a food-consumption system that has numerous negative
health
consequences. As a result of the way things have changed, we now have very little time to do
things that we used to do. Assume our consumption patterns are correct process and economics
The effects of urbanisation on people's spending habits have been significant, and many people
have been forced to relocate. eat 'Junk foods,' which are high in calories and fancy. The study's
purpose is the relationship between fast food intake and health issues. The materials and proce
dures utilised in the project The method of writing is doctrinal. The paper fast food culture has
had a negative impact on youngsters increased.

6
 INTRODUCTION

The consumption of different types of fast food is rapidly increasing in every nook and corner
of the world, both in developed as well as underdeveloped countries. Because of the changes in the
lifestyle and food habits of people, an increasing number of people from different age groups, par-
ticularly teenagers and young adults, are inclined toward consuming fast food. Fast foods are quick
service, easy to access, inexpensive, and favoured by people of every age groups. With the chan-
ging lifestyles of India's young population, the fast-food sector has evolved in India. Indians prefer
home-cooked meals, which is a belief shared by both religion and individuals. However, there has
been a minor shift in food consumption patterns among urban Indian households as a result of in-
creased knowledge and influence of Western culture. It is growing popularity among Indian youth
and younger generations, and it is quickly getting ingrained in their daily lives. Many classic recipes
have been altered to fit the needs of the rapidly expanding fast food industry.

WHAT IS FAST FOOD?

Food that is made and served rapidly is known as fast food. It's available at sit-down restaurants,
counter service, take-out, drive-thru, and delivery, among other places. Fast food is popular because
it is inexpensive, quick, and tasty. Fast food may contain refined grains rather than whole grains,
saturated fat, cholesterol, and added sugar, as well as sodium (often known as salt), a preservative
that improves the taste and enjoyment of meals.

Many fast-food restaurants now display the number of calories in each item. However, this is
simply one factor to consider when determining whether or not it is healthy. Fast food is frequently
deficient in nutrition. Fast food, according to a 2015 review Trusted Source, contains a variety of
ingredients that are typically unhealthy. It contains a lot of sugar, salt, saturated and trans fats, as
well as a lot of preservatives and substances that have been processed. It also lacks a number of es-
sential nutrients. However, not all fast food has negative consequences, and understanding the nutri-
tional composition of specific fast-food items can help a person make an informed decision. This
information can be found on the websites of most big restaurants.

Even the healthiest fast-food items, however, are heavy in sugar, salt, saturated fats, and trans fats.
The Office of Disease Prevention and Health Promotion is in charge of preventing and promoting
disease. According to Trusted Source, the average American consumes far too much of these food
components.

7
 FAST FOOD IN INDIA

India is a country of diversity where the food is not just considered as a form of healthy
nutrients but is also connected with different customs and traditions .In India the taste and
varieties of foods preparation keeps changing according to the state .In the early age, people
mostly used to prefer home cooked food in India but as growth and development is taking
place this seems to be changing completely.
The concept of fast-food is increasing since quite a few years now. In this busy world where
the expenses are increasing day by day, it has become necessity for all the members of the
family to work for living. Also many times a lot of people work on a different state or even

8
 in a different country far away from the family in order to earn a living. This kind of a
busy lifestyle is helping to increase the consumption of quick meals that can be easily
prepared and quickly served in a restaurant which we term as fast-food. Indian fast-food
industry is growing day by day which is leading to its growth along with certain drawbacks.

The fast food and restaurant businesses in India are booming thanks to increased disposable
income, changing consumer behaviour, and favourable demographics. Exposure to western
cuisine, the rise in the number of nuclear families, and the rise in the number of employed
women are all factors influencing dining out patterns and the growth of fast food industry in
the country. Global firms dominate the market, particularly in the organised fast food
segment. The rise of multinational players is due to the growing tendency of multi-cuisine con

sumption and increased brand recognition. Modern, well-organized formats such as malls and
supermarkets have also become popular destinations for the outlets. To market their brand,
larger corporations are partnering with small franchisors and mall owners. Fast food fran
chises, cafes, and fine dining restaurants are among the formats that are gaining in popularity.
Pizzas and hamburgers are two subcategories of the fast food business. These have now been
ingrained in the country's dietary habits. Their market share is steadily increasing, with major
international brands such as Domino's, McDonald's, and KFC making rapid inroads. With the
changing lifestyles of the youthful Indian population, the fast food sector has evolved in India.
Many classic recipes have been modified to fit the needs of the rapidly expanding fast food in
dustry. The main change is to shorten the time it takes to prepare and serve food. For example,
a traditional meal that required an always-on server is now available as a Mini- Meal over the
counter. A plate or a banana leaf was placed on the floor or table first in the traditional
version. Several waiters then attended to the diner, serving various delicacies and replenishing

9
the plate as needed.

10
 GROWTH OF FAST FOOD CONSUMPTION IN INDIA

Food is an important component of Indian culture. Food has always been something that
Indians have bonded over, whether it's an ordinary meal prepared with love for the family or
unique celebratory culinary treats served during festivals. If there's one thing you should know
about Indian cuisine, it's that it's a lavish, vast affair. In many households, a regular dinner
consists of numerous staples such as rice, chapati, daal, and curry, as well as accompaniments
such as pickles, chutneys, papadams, salad, and raita. A classic Indian meal takes not only a
lengthy time to make, but it is also savoured over a long period of time..But all of that is about
to change. Over the last decade or so, India's restaurant business has been rapidly expanding,
and this trend is expected to continue in the near future.The restaurant sector has grown as a
result of rapid urbanisation, more awareness of Western lifestyles, more women entering the
workforce, and higher disposable money.

The introduction of American fast food company McDonald's into India in 1996, however, was
a major changer. Indians, who had previously had little exposure to American cuisine, ate it
up, resulting in a massive increase in the quick service restaurant (QSR) industry. Many
worldwide fast food businesses, such as Domino's, Pizza Hut, and KFC, sprung up in the years
after that.

Until then, fast food in India was primarily limited to udupi-style dosa, idli, wada fare or local
restaurants like Nirula's in Delhi, which served fast dishes like pizzas and burgers. McDonald's,
on the other hand, revolutionised everything and paved the way for the introduction of many
other fast food companies such as Domino's, Pizza Hut, and KFC.

In reality, specialist fast food restaurants such as Burger King, Dunkin Donuts, Taco Bell, and
Krispy Kreme have all opened . Starbucks and Costa Coffee have opened locations in a number
of Indian cities.As India faced yet another invasion, this time from the mall culture, Indians
were introduced to a completely new way of eating. Food courts made its entry into India and

11
quickly captivated the interest of the Indian customer thanks to their quick service, value for
money pricing, and casual atmosphere.

These fast-food chains aren't just setting up shop in India; they're also modifying their menus
to make them more acceptable for the Indian palate. So, on the one hand, McDonald's is
opening 100 percent vegetarian locations in various regions of the country, while Pizza Hut is
adding Indian flavours and ingredients to their pizzas.

The shift in eating out trends has worked well for quick service restaurants and foreign fast
food businesses in India .Dining out is no longer reserved for special occasions because of the
increase in discretionary cash. People go out to eat more and sample international fast food
establishments, as opposed to previous generations who were less adventurous in their tastes
and distrustful of restaurant food quality and hygiene.
 

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 TOP FAST FOOD RESTAURANTS IN INDIA

1) Mc DONALD’S

McDonald's India is committed to sourcing nearly all of its products domestically. It has
built local Indian enterprises for this
reason, which can offer them with the
best quality
products needed for their Indian activ-
ities.

McDonald's is known around the world

for its strong regard for local culture.
McDonald's has created a menu
tailored to Indian tastes and culture, in-
cluding vegetarian options. India is the
first place in the world where McDonald's does not serve beef or pork, in keeping with its
respect for local culture .McDonald's has also redesigned its processes to accommodate
vegetarians' unique needs.

Special attention is paid to ensuring that the vegetable products are cooked individually and
with specialised equipment as well as utensils This distinction between vegetarian and non-
vegetarian foods is maintained throughout the store.

Purchasing, preparing, and serving are all phases of the process. So much so that the
mayonnaise and soft serve are a match made in heaven .In addition, it is completely vegetarian.
India is no exception. n West and South India, it now operates over 300 McDonald's outlets in
42 cities and 11 states.

13
2) SUBWAY
Subway is one of the world's most well-known and famous fast-food restaurants. Freshly made
bread with a variety of sides entices your taste buds. Subway is popular among Indians for this
reason. As a result, Subway quickly established itself as one of India's most popular food
chains. In Subway, the food is of world-class quality.

Employees even bake their own bread to serve clients to ensure safety and the appropriate
taste. Pepperoni sandwiches, ham, and salami are among the menu's most popular products.
This restaurant chain also serves delectable muffins and flatbread for dessert.

3)STARBUCKS
This brand is considered one of India's best culinary chains. Starbucks is famous for its hot
coffee Frappuccino, espresso, freshly brewed coffee, and a variety of other beverages. This
popular food business is also known for its delectable chicken Kathi, paneer Kathi roll,
tandoori paneer, and other delicacies such as croissants, cakes, and muffins. After reading this,
you may agree that Starbucks is one of India's and the world's most popular food chains .Tata
Starbucks now operates 252 Starbucks in 26 cities.

14
 4)DOMINO’S
Domino's Pizza is one of India's most well-known pizza restaurants. It easily qualifies as one
of India's best cuisine chains. In India, there is a Domino's restaurant in practically every city.
Freshly cooked and delicious pizzas made this American pizza restaurant renowned. Deluxe
vegetable, Corn n cheese, Chicken Tikka, and a variety of other dishes are among the menu's
offerings. The pizza firm has stayed committed to providing great-tasting pizzas and sides, as
well as high quality, outstanding customer service, and good value for money. In India, the
Domino's pizza firm has worked hard to build a reputation as a home delivery specialist
capable of delivering pizzas
within 30 minutes or for free
to a devoted customer base
from all
of our outlets across the country.

15
5)KFC

Concerning KFC Yum! Brands' KFC is a subsidiary of Yum! Brands. ... India's KFC KFC has
approximately 300 outlets in India, spread over 81 cities, offering this worldwide experience.
Hot & Crispy chicken, Chicken Zinger, Chizza , Rice Bowl, and the Krushers beverage line
are just a few of the KFC favourites in India. In order to attract local customers, KFC India
implemented an innovative tactic by increasing their vegetarian menu selections. Veg Zinger,
Paneer Zinger, Potato Krisper Burger, and Hot Veg Snacker were created to capture India's
large vegetarian market while also appealing to non-vegetarians. Vegetarianism is practised in
up to 42% of Indian homes.

6)JUMBOKING
Dheeraj Gupta founded Jumboking, Western India's largest network of native Quick Service
Restaurants, on August 23, 2001.

16
 It offers standardised flavours of the Indian burger, a branded variant of Mumbai's indigenous
street food, in a well-organized QSR format in high-traffic areas. The establishments cater to a
mobile population that includes young working professionals, students, and anyone concerned
about sanitary street food. Jumboking offers delivery partnerships with Swiggy and Zomato,
which also allow for ordering-in.

7)PIZZA HUT

When it comes to pizza quality, Pizza Hut is on par with Domino's. Pizza Hut is one of India's
most popular fast food chains, alongside Domino's. Pizzas topped with real spices and rich
seasonings are available at this American pizza joint. Even the smell of hot pizzas tempts you
to eat more. The restaurant chain has a diverse menu that includes signature pizzas, appetisers,
pastas, desserts, and beverages. Pizza Hut is India's most popular pizza brand, thanks to its
freshest, tastiest, and most inexpensive pizzas.

17
8)BURGER KING

Burger King is the only fast-food chain

that competes with McDonald's. Burger
King is one of
India's most popular fast food restaurants,
ranking second only to McDonald's in
terms of
quality. Burger King is a well-known bur-
ger restaurant in the United States. This
company is
well-known for its interesting and diverse
burger and meal options. The King XL,
bacon King
Jr, a variety of whoppers, cheeseburgers,
and even the crispy and curly fries are
among the
menu's highlights. Burger King serves Pancakes, Delicious Chocolate Milk, Frappuccinos, ice
creams, and more in its dessert section. Burger King has locations in practically every major
city, including Bangalore, Mumbai, Chandigarh, Coimbatore, and many others.

18
9)BIKANERVALA

Bikanervala is one of India's most well-known and successful fast-food chains. Bikanervala
was created in 1950, which is one of the secrets to its success. This allowed the locals time to
trust Bikanervala's food and appreciate it. This fast-food company is well-known for its wide
selection of sweets, munchies, namkeens, bakery items, and other items. Every year, this fast-
food restaurant serves around five million consumers. When you visit this fast-food business,
don't forget to taste the Bikanervala milk cake, Bikanervala Kaju Barfi, samosas, and soan
papdi.

10)HALDIRAM

Haldiram's began by making mixes, "bhujia," and snacks before expanding to open restaurants
all over the world. It became one of India's top food chains as a result of its reputation. The
ambience of these eateries is certainly lacking, but the quality of the food compensates for this.
Taka tak, Soan Papdi, biscuits, Pani puri, and other Haldiram specialties are only a few
examples. Haldiram has locations in major cities such as Gurgaon, Mumbai, Delhi, and
Bangalore.

19
11)Café Coffee Day

Cafe Coffee Day is arguably one of India's most well-known culinary chains. One of the most
popular hangout spots in Bengaluru is this cafe. People come here only to converse or eat their
specialties. One of the best coffees in India may be found here. In India, there are around 1500
Cafe Coffee Day locations. The chicken Cheeseburger, huge crunch veg classic burger, hot
brownie fudge, black forest cake, double shots coffee, and many other menu items are popular.
Cafe Coffee Day is well known for its mouth watering ice creams.

20
 WHY IS INDIA’S FAST FOOD CONSUMPTION GROWING SO QUICKLY ?

The strong economic growth in earlier decades, as well as the more inclusive growth in recent
years, has resulted in not only constantly increasing income, but also sociocultural
transformation. Globalization and urbanisation played a significant role in this process. With
such a diverse range of cuisines and recipes, India has a long tradition of deep-frying things in
oil. This scenario is becoming more problematic as a result of the growing popularity of fast
food across all sectors of society, owing to its accessibility, taste, marketing methods, and
cafeteria culture. As a result, it is critical to reflect on fast food consumption. In India, there is
sufficient scientific evidence to show that fast food has become an important part of everyone's
diet.

Despite the fact that a major proportion of the public is aware of the negative implications of
fast food intake, high consumption of fast food has been documented in school-aged children
and is rather substantial in college and university students. Obesity is more common in children
of pregnant and breastfeeding mothers who eat fast food. A high-fat, high-sugar diet alters food
preferences via changing the embryonic brain reward circuit. Fast food consumption is
increasing in India across all income groups, adding considerably to the country's rising trend
of noncommunicable diseases . In India, marketing and nutritional labelling regulations are not
up to par. The growing threat of fast food consumption must be addressed by enacting legal
measures.

21
Fast food is defined as convenience meals purchased without wait service in self-service or
carry-out eating establishments. Due to changes in family structure and urbanisation in all
nations, the number of women in the workforce has increased in recent years. Furthermore,
individuals are working longer hours, and food and mealtimes have altered dramatically. Fast
food and restaurant businesses are experiencing substantial growth.
Men and women today go to work in equal numbers, unlike in the past. In addition, each family
member must be busy due to rising costs and the desire to improve one's lifestyle. In this
instance, fast food serves as a convenient break from the hectic routine.

Women in today's generation are dissatisfied with traditional gender duties such as cooking
and child rearing. As a result of this modernity, the consumption of fast food has increased.
Consumers nowadays do not want to devote their time and energy to food preparation. They are
becoming more sophisticated as a result of their increased trust in the available fast-food brands
on the market. In today's world, both men and women are equally focused on their careers. As a
result, there is double income and hence increased spending capacity, resulting in increased
consumption of ready-to-eat food on a wider scale.

22
 IS FAST FOOD UNHEALTHY?

There is no such thing as a "bad" food, yet some foods are healthier than others. Foods can
serve a variety of purposes, but they all provide us with the energy and nutrition that our bodies
require. Pizza, for example, contains carbohydrates, protein, fat, calcium, and other nutrients,
depending on the toppings. Protein, carbs, fat, fibre, vitamin A, vitamin C, and other nutrients
can be found in a salad with grilled chicken and dressing. People typically associate fast food
with being unhealthy because many of the options are fried, and the portions are traditionally
"extra" big.Fast food may include more calories (energy), saturated fat,and sodium than your
body requires at a given mealtime, depending on what you order. Also bear in mind that soda,
which is commonly found in fast food places, contains a lot of added sugar that is normally
unnecessary in the diet.Fast food is often high in calories, sodium, and unhealthy fat, with
enough calories, sodium, and bad fat to last an entire day in one meal. It also has a minimal
nutritious content and is devoid of fruit, vegetables, and fibre. That is not to say that you must
completely eschew fast food. Fast food may really fill you up when you're hungry and on the
go. It's inexpensive, delicious, and most importantly, practical. While it's fine to give in to a
hunger once in a while, it can't become a daily practise if you want to stay healthy. Moderation
is crucial, both in terms of how often you visit fast food joints and what you order when you
do. Fast food may include more calories (energy), saturated fat, and sodium than your body
requires at a given mealtime, depending on what you order. Also bear in mind that soda, which
is commonly found in fast food places, contains a lot of added sugar that is normally
unnecessary in the diet.

23
Why fast food is popular?

Here are three possible explanations for why fast foods are so popular, despite the fact that we
know they're not the best choice for our health and well-being.

1)It’s cheap
Junk food is popular because it is generally cheap. You can order something from a fast food
menu at any fast food restaurant. You can get a complete lunch for a few dollars in your wallet
.It's the same situation at the supermarket. On the shelves are inexpensive snacks and high-
sodium, high-fat meals. While it is true that healthier meals, such as fresh fruits and vegetables,
are more expensive, this is not always the case .Although quick ramen noodles may be found
for less than 50 cents per bag or cup, keep in mind that fresh conventional and even organic
fruit is becoming more affordable. Although a lot of junk food appears to be inexpensive at
first, there is a case to be made that junk food is more expensive in the long run due to its
negative impact on health.

2)It’s convenient

Vending machines and convenience stores are full of junk food. Snacks and drinks may be
available at the cash register even though the restaurant does not normally sell meals. And what
about the previously stated instant meals? They're simple to make and may be stored for a long
time in your kitchen cabinet .Fast foods, of course, live true to their name. You can order a
fast-food meal and eat it in a matter of seconds. You can also order your food from your car
and eat it while driving away to save time.

24
2) It's a Habit

Consumption of junk foods becomes a habit because they are easy to find, easy to prepare, and
many of them simply taste delicious. That is the true issue .It's not a big problem to have a
candy bar now and then or to enjoy a bag of fries on rare occasions. However, if you crave junk
foods and eat them frequently, you run the risk of being overweight or obese, as well as not get
ting enough of the nutrients and fibre your body need for good health.

4)CHOOSING CONVENIENCE

Busy schedules reduce the amount of time people have to prepare nutritious, nutrient-dense
meals, causing them to choose quicker, easier decisions. Whole foods, such as vegetables and
meat, require time and space to prepare properly, whereas alimentation does not. Burgers are
frequently served at intervals of minutes after being ordered. Over time, that will be the case
.Staying up with such a quick pace becomes a habit, and eventually a perceived necessity
.society. Disrupting that routine requires a commitment of time, which the general people is
unwilling to make.to choose the quickest option

25
 PROBLEM STATEMENT

Aside from the taste and convenience, fast food poses a lot of health dangers to individuals
who consume it. The fast-food industry generates billions of dollars in income, yet it has a
negative impact on human nutrition and a healthy diet through its taste and flavors.
Consumption of such fast food contributes to obesity and overweight, which can lead to
ailments such as diabetes, high blood pressure, and cardiovascular disease.

Because of the massive portion size, high energy density, palatability (appealing to primordial
taste preferences for fats, sugar, and salt), high saturated and trans fat content, and low content
of fibre, several dietary factors inherent in fast food may cause a variety of negative health
effects, including obesity, hypercholesterolemia, cardiovascular disease, and some cancers. It
is vital to understand how people perceive the impact of fast food on their health and nutrition
in order to induce them to have a correct understanding of the problems associated with fast
food and to create a good dietary habit. A deeper knowledge of the behavioural and
psychosocial aspects linked to fast food consumption could give important descriptive data for
the development of viable interventions.

People believe that fast food is convenient and efficient, according to this impression of fast
food consumption. This is one of the variables that has caused the statistical analysis of fast
food consumption in India to skyrocket. This is because they had already decided that fast food
is more convenient and takes less time to purchase than traditional establishment.

26
 Problems With Fast Food Consumption

1)OBESITY

Your body will be negatively affected by fast food. Food, for example, contains intercalary
fats, refined grains, sodium, intercalary sugars, and sweeteners, all of which raise the risk of
obesity. Obesity is the underlying cause of a plethora of health problems that can have a
significant influence on your quality of life.

2)NUTRITIONAL DEFICIENCIES

Fast food is deficient in key vital nutrients, including calcium, iron, vitamins A, B, C, D, and
E, potassium, zinc, and monounsaturated fats. If your body is deficient in essential nutrients,
it weakens the system and puts you at risk of illness and infection.

3)MENTAL HEALTH PROBLEM

Fast food is full of dangerous additives and substances. Food will be the alternative to a diet
rich in vitamins and omega-3 fatty acids, which help increase psychological features and
cognitive skills. As a result, mental attention may be impaired, and energy may be depleted
and a variety of psychiatric problems.

27
4) CARDIOVASCULAR DISEASES

Trans fats are harmful to your vascular system, according to the American Heart Association.
It raises your chances of getting heart disease or having a stroke. It will also be difficult to do
strenuous activities with a compromised vascular system.

28
 NEED FOR THE STUDY

Several studies have found that takeout and fast food consumption is on the rise all across the
world. Fast food costs more than higher education, personal computers, software, or new cars
.For some folks, eating fast food has become a habit. It becomes a habit after a while, and the
person craves fast food on a regular basis. For some teenagers, eating fast food in restaurants
appears to be a ritual and a form of amusement. They believe that eating fast food alone is
boring; nevertheless, it is enjoyable when shared with company.

The ease with which fast food can be obtained and prepared was also noted as a factor
influencing fast food consumption. Fast-food consumption is frequent among some families
since the parents of these families work in the service sector and do not have enough time to
prepare and cook traditional food.These days, both the father and the mother are working, and
they don't have a lot of time to cook, so they just buy fast food.
Insufficient time to cook at home, opportunities to socialise or conduct business, convenience
or the need for a quick meal, enjoyment, and family outings or celebrations are all reasons for
dining out (birthdays, anniversaries and other special occasions). The rise in popularity of fast
foods among young people may be due to a change in lifestyle and the loss of a family tradition
of eating together. For entertainment, Indian young people go to fast food restaurants, although
home cooking is their first choice.

Students enjoy this type of meal since it saves them time and money. Longer work hours, more
women working outside the home, and a high percentage of single-parent households have all
influenced how families receive their meals .

29
Weight gain, comparatively poor nutritional profiles, relatively low consumption
of fruits/vegetables and milk, obesity, energy imbalance,higher total energy intake,
and poor diet quality have all been linked to fast-food consumption in most research.
Aside from the fact that fast foods have a high glycemic load and are typically served
in large portions, other risks associated with fast food consumption include: adverse
dietary factors linked to obesity; relatively high intake of calories, fat, saturated fat, and sugar-
sweetened beverages; relatively high body mass index (BMI); less successful weight-loss
maintenance; decreased insulin sensitivity and increased risk of diabetes due to poor
micronutrient concentration; and decreased insulin sensitivity and increased risk of diabetes
due to poor micronutrient concentration.

To manage fast-food consumption, it appears that further research is needed into the elements
that can assist policymakers and health specialists in making appropriate interventions.
Additional research could focus on the perspectives of parents, health experts, policymakers,
and other stakeholders.
Families, children, and teenagers should be educated about the dangers of fast food
consumption. In order to prevent the negative impacts of fast foods on children and
adolescents, stringent regulation of fast-food corporations and restaurants is also necessary.

As a result, it is necessary to research fast food consumption habits, particularly among

teenagers and young people, in order to adopt collaborative efforts to prevent rising fast food
consumption by better understanding the fast food consumption trend. Fast food
consumption not only has an impact on people's health, but it also has an impact on India's
food culture.

30
 LITERATURE REVIEW

Researcher-M. S. Anitharaj (2018)

People primarily visit fast food restaurants for get-togethers, gatherings, and to appreciate the
cuisine's flavour. It was discovered that there is a substantial link between the cost of various
fast food products and the number of times that customers visit fast food locations. The study
also revealed that "consumer acceptance of fast-food outlets' food is extremely important for
their rapid growth."

Researcher- V.B.Dhange

People eat fast food because it tastes wonderful. They found that 31.87 percent of their
respondents were unaware of the harmful et al., (2017) effects of fast food consumption,
according to V. Pari and S. Kumar. According to the findings, a public awareness campaign
on the negative impacts of fast food consumption and the benefits of a well-balanced diet
should be launched.

Researcher-Martin.W.Sivula
Factors that affect fast food consumption

Fast food consumption has become a global phenomenon, according to the report, and is

31
especially popular among young adults and adolescents. This focus group of university
students has been the subject of several investigations. Self-Reported Consumption of Fast
Food Meals by University Students (2015) was a recent study that looked at students' daily
fast food consumption and compared their perceptions of their weight status to computed
body mass indices. According to the findings of the study, 36% of students eat fast food
meals more than three times per day. According to the findings, 48% of overweight students
and 23% of obese students considered themselves to be in the healthy weight category.

Researcher-Alfitrah
Cause and Effect :Fast Food

Many people in work in offices or businesses. Because of the long working hours, the
workers do not have much time to look for meals.
Another cause is advertising. Jakarta is a large city that constantly informs society about new
products through advertising. Every day, for example, the internet and television report on the
evolution of various types of fast food. All of these advertisements persuade individuals to
eat fast food. Furthermore, quick food is inexpensive. As a result, many people purchase
hamburgers, pizza, and other fast foods on a daily basis.

Researcher-Jeffery Carey
How are teenagers affected by advertisement for fast food

Fast food commercials have a significant impact on teen eating patterns,

and advertisers are increasingly targeting them with a variety of promos. Advertisers are
targeting teens using outlets that they may easily access, such as television, in-school
marketing, and the Internet. Advertisements for fast food have a big impact on teen eating
patterns, which can lead to obesity.

32
 Researcher- Farah Sheikh
Fast food vs Home cooked meals

Due to our hurried lifestyles, fast food can satisfy your taste buds and is a convenient
alternative to home-cooked meals. Fast food, on the other hand, does nothing but fill you up
with calories. So, let's compare fast food vs. home-cooked meals in terms of nutrients and
negative effects, and see how they stack up.

Researcher-Anand

In Delhi, India, the impact of demography and psychographics on young consumers' meal
preferences for fast food. The primary drivers influencing customers' food choices were
discovered to be their excitement for eating out, their need to socialise, and their willingness
to try new things.For dual-income families in metropolitan areas, the atmosphere and flavour
of fast food, as well as convenience, are important factors.India. According to the findings,
fast food firms can no longer rely on convenience as a competitive advantage.Unless the
implications on the consumer's health are given equal weight in India, USPIn the years ahead,
it will be crucial.

33
 HYPOTHESIS

An assumption based on evidence is called a hypothesis. This is the first step in every investi
gation, where the research questions are translated into predictions. Variables, population, and
the relationship between variables are all part of it. A research hypothesis is a proposition that
is put to the test to see if two or more variables are linked. It's best to create a hypothesis as
strong as possible before doing experiments or making further observations. Asking questions,
brainstorming, being explicit in your language, being logical, and ensuring that the hypothesis
is testable within restrictions are all ways to achieve this.

Types of hypothesis

Simple hypothesis
Complex hypothesis
Directional hypothesis
Non-directional hypothesis
Null hypothesis
Associative and casual hypothesis

Characteristics of Hypothesis

To be considered trustworthy, the theory must be explicit and specific.

The relationship between variables should be stated if the hypothesis is a relational hypothesis.
The hypothesis should be specific and allow for additional testing to be conducted.
The hypothesis must be explained in a straightforward manner, and it is important to note that
the hypothesis's simplicity is unrelated to its importance.

34
HYPOTHESIS

Consumption of fast food and junk food on a regular basis has been linked to changes in
cognition, aberrant behaviour, and nutrition lescent girls.al status in adolscents.
The location of the fast food corner has a significant impact on fast food consumption.
The way people eat has a big impact on fast food.
Consumer income has a significant impact on fast food purchases.
The consumer's age has a big impact on fast food consumption.
Fast food intake is heavily influenced by taste.

35
 OBJECTIVES

The outcomes you hope to attain by conducting research are known as research objectives.
There are multiple research objectives in many research initiatives. Developing solid research
objectives might assist your firm in achieving its overall objectives. The goal of research
objectives is to guide the entire study process, from data collection to analysis to conclusions.
Research objectives also aid in focusing your research and identifying relevant factors, as well
as guiding you through the research process .Research objectives are usually found between the
introduction and the research question in a research proposal. The research objectives can
sometimes be placed in the introduction, depending on the length of the article or proposal. In
most cases, researchers include their goals in the abstract of their proposal.

Objectives of the Study

To investigate the demographics of fast food consumption.

To determine the proportion of customers that favour fast food

The purpose of this research is to find out why people eat fast food.

The goal of this research was to learn more about fast food consumers' preferences.

To investigate the benefits and drawbacks of fast food consumption.

To realise that for clients, the quality of the meal is more important than the taste

To investigate the factors that have contributed to the surge in fast food consumption.
36
 RESEARCH METHODOLOGY

This chapter includes the methods that I used in my research. The methodology consists of

 RESEARCH METHODOLOGY

Research methodology is a method for analysing data and gaining in-depth knowledge about a
subject while guaranteeing that the results are legitimate and dependable. A research article's
methodology section allows the reader to objectively evaluate the study's overall validity and
dependability. It's a blueprint for how a specific piece of study will be carried out. It specifies
the methods or procedures for locating and analysing data related to a given study topic. As a
result, research technique refers to how a researcher constructs their study in such a way that
they can achieve accurate and trustworthy data while also meeting their research objectives
.Research technique refers to the practical "how" of any given piece of research. It refers to
how a researcher organises a study in a methodical fashion to ensure that the results are
accurate and reliable, as well as that the study's aims and objectives are satisfied.

A research methodology's purpose is to explain why you conducted your research in the way
you did – you'll need to back up your data collection procedures, analytic approaches, and other
critical features .Consider it as creating a plan or framework for what you want to achieve.
When conducting research, it's easy to get off course or deviate from your usual routine. A
methodology holds you accountable and keeps you on track with your initial goals and
objectives , as well as giving you a solid plan to keep your project on schedule, smooth, and
effective.

37
 To put it another way, the methodology chapter should justify the design choices by
demonstrating that the procedures and approaches chosen are the best fit for the research aims
and objectives and will yield reliable and valid results. A good research strategy produces
scientifically sound findings, whereas a poor methodology produces none.
Because these are the tools of his trade, it's clear that understanding scientific methodologies
and research tactics is critical. Good teaching is based on knowledge of methods, especially for
newcomers research staff, allowing them to do more effective study. It helps him in his
work. To critically investigate the ground, acquire disciplined reasoning or a "bent of mind
."As a result, anyone interested in a science job must learn how to do research methods and
must put them into practise.

 RESEARCH DESIGN

By analysing the term 'research,' we can determine that it refers to a collection of data
that incorporates substantial information and is based on research processes. In other words, it
is a collection of facts or data that is researched by creating a hypothesis and then presenting
the findings in a logical manner. Academic as well as scientific research might be carried out.
Let's begin by explaining what a research design is. A Research Design is a structure that
guides a researcher's usage of various research methods and procedures. The study design
allows a researcher to go on an expedition into the unknown while remaining methodical. A
researcher selects a design from a number of methodologies to define the type of research to
conduct, much like an engineer or architect choose a design for a construction. The goal of a
study design is to ensure that the evidence you collect allows you to explicitly and successfully
address the research challenge. In social science research, obtaining relevant information
usually entails determining the type of evidence needed to test a hypothesis, evaluate a
programme, or accurately explain and assess the meaning of an observed phenomenon. With
this in mind, researchers usually make the mistake of starting their investigations far too soon,

38
 before adequately considering the information needed to answer the study problem. If these

design issues are not addressed initially, the entire study challenge will not be adequately

addressed, and any conclusions gained will be weak and unconvincing. As a result, the general

validity of the study will be questioned.

 RESEARCH APPROACH

The research methodology is a method and plan that involves broad findings as well as

specific data gathering, analysis, and interpretation procedures. The researcher uses a

quantitative analysis methodology to come up with an authentic inference gathering and

analysing data To depict quantitative data, numbers and diagrams are used analysis. It is

employed to support or refute theories and assumptions. The findings of this study method

can be used to generate abstract data on a subject. Experiments ,Popular methods include

percentage-based results and closed-ended surveys methods of Quantification.

 SAMPLE DESIGN

Sample design methods, in general, refer to the procedures for selecting sample units for

calculation (e.g., selecting persons from a population or places to sample within a research

area). Before considering sample design approaches, the population, testing region,

sampling unit, and sampling objective must all be properly described. All of these factors

39
will influence which sample design strategies are appropriate. The usage of a good sample

design tool ensures that the studies you've invested time and money on can back up the

conclusions you wish to reach. Non-random and random sample design are the two most

used strategies. These two classes, as well as the most popular approaches within each, are

discussed in greater depth further below .It's not uncommon for a single project's sample

design to include both random and non-random collecting components. Within a research

area, for example, sampling site sites could be chosen at random, while plots to be sampled

could be located in a systematic manner. In this situation, randomising the site placements

would help to keep the final sample setup statistically neutral. Randomization at any point in

the sample design process, however, does not guarantee a good sample design.Non-

randomly picking site positions based on local knowledge and then randomly selecting plot

locations for each site does not produce a statistically unbiased sample. To guarantee that the

final survey architecture maintains the appropriate statistical features, pay close attention to

where the randomization occurs in relation to the distribution of the population being sam

pled. Every person of the population has an equal probability of being included in a random

sample. The population as a whole should be polled. This sampling procedure can be carried

out using methods such as random number generators or other approaches based solely on

chance. Systematic sampling is similar to basic random sampling, although it is usually

more straightforward to apply. Anyone in the population is given a number, but rather than

40
 being assigned at random, people are chosen at regular intervals .A sample design consists

of two sections. Random sampling from a finite population is a type of sample selection in

which each possible sample mixture has an equal probability of being chosen, and each part

of the population has equal chance to get included in the sample. This is true for sampling

without substitution, which means that once an item is picked for the sample, it cannot be

used again. (Sampling with replacement, on the other hand, is less common, and the element

chosen for the sample is returned to the population before the next element is chosen.)
Random sampling (or just random sampling) has the following consequences in a nutshell: It
ensures that every member of the population has an equal chance of being surveyed, and all
options are independent of one another. It guarantees that each possible sample combination
has an equal chance of getting chosen. The survey consisted of a Google Forms questionnaire
that was disseminated and received 109 replies.

 QUESTION DESIGN

Question architecture is a multi-stage process that demands paying great attention to a large
number of details at the same time. Because surveys can inquire about a variety of topics in
varied depths, questions can be posed in a variety of ways, and questions mentioned earlier in
the survey might influence how individuals respond to later questions, questionnaire design is
complex. Researchers must be cognizant of how previous experiments examined habits or prac
tises since they are typically interested in examining change through time. To better understand
how people think about a subject or comprehend a question, surveyors can conduct pilot trials
or focus groups early in the questionnaire production process. Pre-testing a survey is an im
portant part of the questionnaire design process since it allows you to examine how people re

41
act to the entire questionnaire as well as individual topics .For many years, surveyors consid
ered questionnaire design to be an art form, but substantial study over the last thirty years has
proven that creating a competitive survey questionnaire necessitates a high level of science.. In
this segment, we'll go over the common difficulties and best practises for creating question
naires . It describes what is widely recognised in many analytical conversations, namely that
research issues dictate judgments about research design and methodology.

The important questions that gave clarity and better understanding for the survey are as follows.

1)AGE

Options - Below 20

20-30

30-40

40-50

50 above

2)Gender

Options- (1) Male

(2) Female

3)Frequency of consuming fast food

Options – (1)Everyday

(2)Once a week
42
 (3)Once a month

(4)Once in 3 months

4)Fast food they prefer –

Options – 1)Burger

2)Pizza

3)Fried Chicken

4)Samosa

5)Others

5)Fast food restaurant they prefer

Options- 1)KFC

2)MC Donald’s

3)Pizza Hut

4)Jumbo king

5)Others

43
6)Expenditure on Fast food

Options-1) Below 200

2)300

3)400

4)More then 500

7)Reason behind consuming the fast-food

Options-(1) They're quick service

(2) Too busy to cook

(3) They're inexpensive

(4) Offers a variety

8) Restaurants around their locality

Options- 1)1-2
2)3-4
3)5 or more
4)None

9)Consumption of fast food (noodles ,canned food)

Options – 1)Yes
2)N0

44
`10)Frequency of consuming it

Options- 1) Everyday

2)Once a week

3)Once a month

4)Once in 3 months

11) Fast food trend

Options -1) Increasing

2)Decreasing

45
 DATA ANALYSIS

The process of gathering, modelling, and analysing data in order to extract insights that aid
decision-making is known as data analysis. Depending on the business and the goal of the
analysis, there are different ways and approaches for doing it. Gaining a deeper understanding
of data analysis methodologies, quantitative research methods, and qualitative insights will
help you focus your data analysis efforts, so it's worth spending the time to learn more about
them. Despite the fact that many diverse individuals, organisations, and specialists approach
data analysis in different ways, the majority of them can be reduced into a single description.
By offering relevant insights and statistics, generally expressed in charts, graphics, tables, and
graphs, the technique helps lower the risks associated with decision-making.

You Get More Accurate Data: You need data to make informed judgments, but there's more to
it than that. The information in question must be correct. Data analysis assists businesses in
obtaining relevant, accurate data that may be used to design future marketing strategies,
business plans, and realign the company's vision or mission.This depicts the findings of a
study and information obtained on fast food consumer behaviour. It is to assess the data
gathered in the analysis from various sources using an analytical technique.

The study used qualitative analysis to demonstrate the amount of people that eat fast food in
India and what they think about it. The information was acquired via a Google form
questionnaire that comprised 14 questions that let us better understand and visualise fast food
consumption in India.The researcher was able to study and identify the consumer's behaviour
on fast food consumption in India as a result of this data collecting.

46
The variables helped researcher to understand the consumer's behavior on fast food
consumption in India are as follows

1) Age
2) Gender
3) Fast food according to them
4 Expenditure on fast food
5) Reason for consuming fast food
6) Consumption of fast food(noodles, canned food) at home
7) Frequency of consuming it
8) Consequences faced
9) Restaurants they prefer
10) Restaurants around their locality
11) Frequency of consuming fast food

47
According to the chart below , the number fast food consumer is more in between the ages of
20-30 years old that is 70.6% out of which 23.9% is between the age group of below 20
which shows that the consumption of fast food is more amongst young adult .The data also
shows that age group between 30-40 and 40-50 and above consumes less fast food that is
3.7% and 0.9%.This shows that the teenagers and young adults who are working or busy
prefers fast food rather then homemade and healthy food .Out of 100,70% which is a huge
number of people between the age group of 20-30 are depending on fast food consumption.

48
The graph reveals that 63.3% of male and 36.7% of female are likely to consume the fast
food consumption in India Out of 109 respondents male are more likely to consume fast food.
Guys, particularly younger men, are heavy users of fast-food establishments, which is
unsurprising.According to the report, more than half that is 63.3% percent of men and 36.7%
percent of women eat fast food on any given day.
Fast food consumption is notably high among young males and females aged 20 to 30 eating it.

49
Acording to the chart below, the number of people consuming fast food prefer pizza as their
fast food, which is 30 percent. 21.1 percent of people say fried chicken comes to their mind
when they think of fast food, as well as 20.2 percent of people prefer burgers as their daily fast
food. Along with burgers, pizzas, and fried chicken, people also say samosas, momos, wada
pav, and pani puri come to mind when they think about fast food. As fast food also refers to
junk food, some people say they think about foods that are unhealthy when they think about
fast food. 

50
The chart below shows that people prefer different types of fast food restaurants according to
their needs. The majority of people prefer KFC, which 39.4 percent of people visit for fast
food. an equal percentage of people, that is 20.2 percent of people, visit MC Donalds and Pizza
Hut. Along with them, people also visit jumboking, domino's, street food, and any local restau
rant for fast food. This shows that most people prefer Mc Donald's, KFC, and Pizza Hut restau
rants to consume their meals. 

51
According to the chart, people were asked how many fast food restaurants they have in their
locality as the demand for fast food is increasing day by day. 55 percent of people said that
there are 5 or more fast food restaurants in their locality, which is a huge number of restaurants.
Along with that, 28.4 percent of people said that there are 3–4 fast food restaurants in their
locality. Also, 10.1 percent of people said only 1-2 fast food restaurants are available in their
area. In addition, 6.5 percent of people said there are no fast food restaurants in their area.

52
Nowadays, most people prefer to eat in hotels or restaurants. Some people eat fast food every
day, while some may not even consume it. This chart shows that 35.8 percent of people prefer
fast food every day. 47.7 percent prefer it once per week, 12.8 percent prefer it once per month
, and 3.7 percent prefer it once every three months.Here we can see that most people prefer fast
food once a week. 

53
Fast food is food that can be prepared and served quickly. These foods are not very expensive
and have a good taste. According to the chart, this shows that 22.9 percent of people spend less
than $200 on fast food. Fast food costs up to Rs 300 for 22% of people.Similarly, 17.4% of
people prefer to spend up to Rs 400.Fast food costs more than Rs 500 for 37.6 percent of peo
ple.We can see that most people spend more than $500 on fast food. 

54
Fast food restaurants are opening in each and every corner of our country. Because of that,
people mostly prefer to go to hotels and restaurants to consume fast food. This chart shows that
39.4 percent of people prefer fast food because it is quick service. 11 percent of people prefer it
because they're too busy cooking. 45.9 percent of people prefer fast food because it's not so ex
pensive and mostly everyone can afford it. And 3.7 percent of people prefer fast food because
it's plentiful and variety is on their menu. 

55
Fast food can be made even at home. We can bring the things that are needed for making fast
food. People prefer fast food not only in restaurants but also at home. This chart shows that 89
percent of people cook fast food such as noodles, canned food, etc., and 11 percent of people
always prefer to go to restaurants for fast food. 

56
Most of the people agreed that they consume fast foods that can be easily prepared at home,
such as noodles, canned food, frozen food, etc. According to this chart, it shows that 22 per
cent of people consume it every day. One-fifth of people prepare their meals at home once a
week.11.9 percent of people eat it once a month, and 11 percent prepare it at home once every
three months .Here we can see everyone is interested in fast food, but most people prefer to
make it at home as well. 

57
Fast food contains oily substances and things that will be responsible for obesity. There are
more calories in fast food, which results in obesity. 52.3 percent agree that fast food consump
tion can result in obesity. 11.9 percent of people disagree that fast food consumption results in
obesity, and 35.8 percent of people say that fast food consumption may result in obesity. 

58
There's been a huge growth in fast food consumption in the last few years. It has become a
trend for some youngsters. According to the chart, it shows that 96.3 percent of people believe
that the trend of fast food consumption is increasing and 3.7 percent of people believe that the
consumption of fast food is decreasing day by day. 

59
According to the chart, people were asked how the questionaire was, either it was easy, very
easy, or difficult. 40.4 percent of people find these questions easy, and 16.5 percent of people
find these questions very easy. 43.1 percent of people find these questions normal, which
shows that it was neither too easy nor too difficult. 

60
 FINDINGS

The study discovered that the age group between 20 and 30 consumes most fast food, at 70.6%,

followed by the age group of under 20, at 23.9%. People in the age group between 30 and 40

and more are not much interested in fast food. This shows the largest numbers of people

consuming fast food are young adults and teenagers.

The study also shows that out of 110 respondents, males consume more fast food (63.3%) than

females (36.6%). Males are more likely to consume fast food than females, but the fast food

market for females is projected to increase in the next few years.

According to the study, it shows that most of the respondents prefer and consume pizza as a

fast food (30.3%), followed by fried chicken, burgers, and samosas, which are 21.1%, 20.2%

, and 9.2%. Of those, most people prefer KFC, McDonald's, and Pizza Hut as their fast food

restaurants. And this also shows that most people (47.7%) consume fast food once a week and

35.8% of people consume fast food every day, which is followed by 12.8% of people who pre

fer fast food once a month.

According to one study, 37.6% of people are willing to spend more than 500 rupees on fast

food.Along with that, 22.9% of people spend less than 200 rupees on fast food, followed by

22% and 17.4% of people choose to spend 300 and 400 rupees on fast food.

61
This study also shows that people also consume fast foods that can be easily prepared at home

in less time, such as noodles, canned foods, frozen foods, etc. 46% of people say that they

consume fast food because they offer a variety of foods, and 39% of people consume fast food

because of the quick service provided by the restaurant. In addition, because of their hectic

schedules, 11% of consumers prefer fast food.

According to the study, 52% of people believe that the consumption of fast food can result in

obesity, 36% of people say it may result in obesity, and 12% of people say consumption of fast

food doesn’t result in obesity.

62
 CONCLUSION

As India progresses toward modernization, the fast-food business will continue to grow. Progress in
the Fast food industry is driven by changes in the country's living conditions. There are a variety of
reasons for this, including men and women. Women working at the same time, a growth in single-
parent homes, a long commute to school and work, and a short commute to school and work unch-
times, etc. are important for the sector's growth in India .There is undeniable expansion in the fast-
food industry. In India, there is an industry that has a favourable impact on the economy. However,
because every coin has two sides, there are some disadvantages.in addition It has a harmful impact
on human health as a result in cases of major health problems. In recent years, the trend of fast food
consumption among the general public has been on the rise.The study's findings demonstrate that
fast food consumption is highly dependent on the consumer's taste and pocket money, rather than
on their age or gender. Although fast food intake is harmful to human health in the long run, it has
been found that consumption is rapidly increasing. In order to reduce fast food consumption in the
coming years, an awareness campaign and appropriate policy measures should be implemented.

63
 RECOMMENDATION

The purpose of this research is to look at the elements that influence customer choices for fast
food businesses (international and domestic). Three DINESERV subgroups (Tangible, Reliabil
ity, and Responsiveness) and Price are the most influential factors, according to this study.
While the other two DINESERV subgroups (Assurance and Empathy) have an impact on con-
sumers, they have a minor beneficial impact on their choices. This means that customers care
more about the quality of service and the environment.

-Restaurants should provide good service to their clients in order to retain them, as most re-
spondents in this poll are more concerned about fast food restaurant service.
- The tangible items of fast food restaurants are the second finding of this investigation. There
are a few eateries that do not have the same atmosphere as other fast food restaurants. Restau
rants must place a greater emphasis on tangible objects such as menu cards, seating arrange-
ments, and decoration.

- The third finding of this study is the fast food establishments' dependability. Consumers
patronise eateries that are more dependable and provide excellent service. Restaurants should
concentrate on aspects that create the perception in the minds of customers that restaurants are
more dependable in providing services.

64
-The fourth point is the significant pricing disparity between international and domestic fast
food restaurants. In comparison to local eateries, international fast food restaurants and some
domestic fast food restaurants have more expensive food deals. The majority of the study's part
icipants are price sensitive; some are college or university students with a smaller budget than
those who work.

- Customers are also concerned about how fast food establishments will respond to their com
plaints. Some fast food restaurant personnel are untrained, and as a result, they do not respond
to customer requests. As a result, fast food restaurants are focusing on this issue as well, and
they are not losing customers as a result.

 GENERAL RECOMMENDATION FOR CHILDREN AND PARENTS

To the extent practicable, all children and adolescents should avoid consuming fast foods and
beverages .Limit fast food consumption at home/outside to one serving per week, with the por
tion not exceeding 50% of total daily energy intake for that age. Do not eat while viewing tele
vision or a computer screen. Freshly cooked home foods with minimum sugar and no trans-fats
should be favoured over restaurant/packaged foods. Traditional and acceptable home-made
snacks with a long shelf-life should be supplied to children as a substitute for JUNCS foods .If
the school does not provide a nutritious mid-day meal, lunch boxes containing only healthy
foods should be brought to school. The JUNCS meal should not be given as a reward or present
to any youngster because it promotes unhealthy foods excessively. Fruit juices, fruit drinks, and
SSBs should be avoided as much as possible by children and adolescents (2-18 years). At home

65
and at school, water should be promoted as the best drink and should be preferred over fruit
juices/drinks. Fruit juices/drinks should be limited to 125 mL per day for children aged 2-5
years and 250 mL per day for children aged >5 years, and should be given as fresh juices
whenever possible. Children and teenagers should not use caffeinated energy drinks. Carbonat
ed drinks, tea, and coffee should not be consumed by children under the age of five.

 GOVERNMENT INTERVENTIONS

The food business should not be permitted to target our children aggressively. No celebrity
should be allowed to promote soft drinks, chocolates, noodles, or other similar products. Food
advertising should not be shown on programmes that are viewed by youngsters. No such com
pany should be permitted to sponsor school events. There should be no junk food provided at or
near schools. Government regulations are essential, as they have been successfully implement
ed in other regions of the world. Labeling provisions need to be reformed by the food authority.
Salt isn't needed to be labelled on packaged meals just yet. There are no measures in place to
notify consumers about how much a certain meal or amount of it contributes to the daily salt,
sugar, or fat intake that is recommended. Serving sizes are not uniform.The Group supports the
Ministry of Women and Child Development's recommendation to prohibit the sale of HFSS
foods in school canteens and within 200 metres. We also urge that these suggestions be applied
to all junk foods. Efforts to control JUNCS food supply in schools must be accompanied with
efforts to ensure the availability and affordability of a variety of nutritious snacks and foods in
mid-day meals or school canteens .To limit SSB use, school administrators should guarantee
that clean and potable drinking water is available in classrooms . Providing continuing support,

66
resources, monitoring, feedback, and recognition will assist in increasing school compliance in
providing healthy food to students .As indicated by the FSSAI, we endorse and urge traffic
light coding of all packaged foods .The nutritional composition of packaged foods should be
more clearly labelled. The group also favours the addition of the phrase "not suited for chil
dren " to the labelling of caffeinated energy drinks, as well as the addition of the term "adoles
cents." The Group supports traffic light coding for the nutritional content of food provided in
school canteens and urges for its expansion to all packaged/ultra-processed meals in the future.

3)GUIDELINES FOR ADVERTISEMENTS

Advertising has a significant impact on nutritional intake, according to the group. JUNCS food
advertising may lead to unhealthy eating choices and is likely to be linked to an increase in
obesity. The group advises that branding be prohibited, as well as the usage of licenced charac
ters to promote fast meals and SSBs. Why Advertisements mocking nutritious foods should be
prohibited by law .The Group also suggests using licenced characters to market and promote
healthy meals in screen/print/digital commercials aimed at children and teenagers on channels
that cater to them .Funding options for the same.

3) GUIDELINES FOR MARKETING

The group proposes that healthy meals and beverages be taxed, and that discounts on excessive
amounts and multiple sales of JUNCS foods be regulated. To encourage healthy eating,
differential taxes on fast food and healthy foods/beverages should be considered. Ensuring that
a range of nutritious food menus are available at markets and restaurants will provide more
options for the general people, promoting a healthy lifestyle. Steps should be taken to limit the
availability of JUNCS meals via mobile apps 24 hours a day, 7 days a week.

67
 REFERENCE

https://www.researchgate.net/publication/286195392_Factors_affecting_consumers'_prefer-
ences_on_fast_food_items_in_Bangladesh

https://www.researchgate.net/publication/289004796_impact_of_fast_food_on_consumer_be-
haviour

https://www.researchgate.net/publication/
350806538_Trends_of_Fast_Food_Consumption_among_Public_University_Students

https://www.researchgate.net/publication/
356425880_Fast_Food_Consumption_Behavior_in_Adolescents

https://www.academia.edu/3263828/Review_of_Trends_in_Fast_Food_Consumption

https://www.researchgate.net/publication/
5506467_Fast_food_consumption_and_increased_caloric_intake_A_systematic_review_of_a_t
rajectory_towards_weight_gain_and_obesity_risk

Kaushik JS, Narang M, Prakash A. Fast food consumption in children. Indian Pediatrics. 2011;48:97-101.

Roberto V, Anne K, Gimeno D, The influence of market deregulation on fast food consumption and body mass in-
dex: across national time series analysis. Bull world health organ. 2014;92:99-107A.

www.testbig.com, Cause and effect: fast food, Alfitrah, 03/13/2013

www.news.com.aw, The reasons we eat junk food

68
www.fastfoodmenuprices.com, Advantages and disadvantages of fast food, Editorial staff, Decem-
ber 15, 2017

http://www.researchandmarkets.com/research/qdbrzq/fast_food_market.

http://business.mapsofindia.com/food-industry/fastfood-chains

Priya Keshari, C. P. Mishra (16th march, 2016), growing menace of fast-food consumption in
India: Time to act.

Bowman SA1, Gortmaker SL, Ebbeling CB, Pereira MA, Ludwig DS. Effects of fast-food con-
sumption on energy intake and diet quality among children in a national household survey.

69
 APPENDICES

Additional material that is not needed to be included in the text but may be valuable in provid
ing a more complete view of the research topic or detail that is too long to be included in the
body of the document is added in an appendix. Each separate subject or set of facts should
have its own page. It has its own appendix, with a title that defines what's inside. Appendices
are frequently included at the end of a document of a research paper As a result, without the
appendices, the analysis must be able to stand alone and the report must include all information
needed to illustrate the research problem, such as Figures, graphs, and conclusions when add
ing an appendix, bear in mind that the information isn't necessary; if it weren't included, the
reader would still comprehend the study's significance, relevance and implications.

The following are the survey questionnaire

1)NAME

2)AGE
-Below 20
-20-30
-30-40
-40-50
-50 above

70
3)Sex

-Male
-Female
-Others

4) What is the first thing that comes to your mind when you think of a word "FAST FOOD" ?

-Burger
-Pizza
-Samosa
-Fried Chicken
-Wada pav
-Other:

5) Which Fast food restaurant do you prefer ?

-KFC
-MC Donalds
-Jumbo King
-Pizza Hut
-Burger King
-Other:

6)How many Fast Food restaurant are there in your locality?

-1-2

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-3-4

-5 or more
-None

7)How often do you eat fastfood?

-Everyday
-Once a week
-Once a month
-Once in three month

8)On an average how much money do you spend on FastFood?

-Below 200
-300
-400
-More then 500

9)Why do you eat Fast Food?

-They're quick service

-Too busy to cook
-They're inexpensive
-Offers a variety

10)Do you consume fast food like noodles, canned food, frozen food that can be prepared
instantly at home?

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-Yes
-No

11)If yes then how often do you consume it?

-Everyday
-Once a week
-Once a month
-Once in 3 month

12)Do you think Fast Food consumption results in Obesity?

-Yes
-No
-Maybe

13)Do you think Fast Food Trend is

-Increasing
-Decreasing

73
14)You find these questions

-Easy
-Very Easy
-Normal
-Difficult

74