A Study on the Consumer Perception about the Fast Foods in Southern Delhi Region

Page I
A
Research Project
On
A Study on the Consumer Perception about the Fast Foods in
Southern Delhi Region
Submitted in partial fulfilment of the requirements for
Award of
Master of Commerce
Supervised By: Submitted By:
Dr. Ravinder Kaur Suryadipta Dutta
Assistant Professor ROLL NO.6426
Department of Commerce
School of Law, Governance, Public Policy & Management
Central University of Haryana, Mahendergarh
Session: (2015-2017)

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Declaration
I, Master Suryadipta Dutta, Roll No. 6426 certify that the Dissertation on Project Work
entitled “A Study on the Consumer Perception about the Fast Foods in Southern Delhi
Region” is done by me and it is an authentic work. The matter embodied in this report has
not been submitted earlier for the award of any degree or diploma in any university/institution
to the best of my knowledge and belief.
Signature of the Student
Date:

Page III
Certificate
Certified that the Project Work Dissertation entitled “A Study on the Consumer Perception
about the Fast Foods in Southern Delhi Region” done by Master Suryadipta Dutta, Roll
No. 6426 has been completed under my supervision.
He has complied with the guidelines for submission of the same. It is fit for evaluation.
Signature of the Supervisor
Date:
Name of the Supervisor:
Designation:
Address:
Countersigned
HoD/Dean/Director

Page IV
Acknowledgement
A Project report is an assessment of one’s great skill and aptitude. One needs to devote in
immense patience, time and brains for the compilation of one such rewarding outcome of true
efforts.
I wish to take this opportunity to express my deep gratitude to the persons and the
organization that have helped, encouraged, inspired and enlightened me with their
constructive ideas and overall support towards the completion of this project report
successfully. This project report would have been incomplete without the active co-operation
and guidance of my guide Dr. Ravinder Kaur, Assistant Professor, Department of Commerce
in Central University of Haryana. She had been very kind and patient while suggesting me
the outlines of this project report and correcting my doubts. I thank her for her overall
support.
I hope that this project report will reflect my observation on the Consumer Perception about
the Fast Foods in Southern Delhi Region.

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Executive Summary
India has historically experienced an under nutrition problem, the last few decades have seen
an increase in over nutrition, which is often synonymous with overweight and obesity. Indian
urban youth are particularly affected by this dietary dichotomy. In India, heart disease has
increased up to six times in the last four decades; by 2010, the prevalence of diabetes had
increased four times, and hypertension is expected to nearly double by 2025. Most of the junk
foods are rich in fats and poor in other nutrients. Common junk food includes Fast food,
chips, candy, gum, sweet desserts as well as alcoholic beverages. Consumption of energy
dense foods especially sweetened beverages like fruit drinks, carbonated soft drinks and
energy drinks may lead to type 2 diabetes and cardiovascular risk.
Data were subject to statistical analysis such as descriptive statistical analysis and frequency
distribution. This analysis was applicable to mainly categorized data. Microsoft Excel had
used for tabulation and graphs for analysis. Some of the questions were scored on five point
Likerts scale, calculated simple percentage and weighted average mean.
This study reveals the following:
 McDonald and KFC both are ranked top by the majority of respondents, whereas
Subway was being ranked last in the category of fast food restaurants by the
respondents.
 Majority of the respondents are saying that, they got the information of fast food
through Television and newspaper.
 Respondents were consuming the fast food because of their self-taste. They found the
taste was influencing them to purchase and consume the fast food.
 Majority of respondents choose to eat fast food because of their enjoyment in taste
and for their get-together parties with family and friends.
 Branding affects very much while choosing the fast food.
 Price of the product plays a vital role while opting for any fast food products.
 Burger and pizza are most liking fast food among the consumers.
 Consumer likes to order carbonated soda i.e. cold drinks, soft drinks etc. with the
meal.
 Majority of the respondents visit the fast food restaurants once to twice a week.

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 People usually spend Rs.100/- to Rs.499/- in a month for the consumption of fast
foods.
 Majority have their fast food during the time period of 6PM to 10PM as snacks.
 Most of the consumers are sometimes aware of the nutritional information and
ingredients in fast food they are consuming.
 Consumers of fast foods are neutral about the consumption of fast foods on daily basis
makes them eat more.
 Majority of the respondents are agreeing that consumption of fast food on frequent
basis would causes obesity.
Similar study can be done in other areas of the city and even in different states. Even the
comparative study can be carried out between different states like between west Bengal and
Delhi, Delhi and Chandigarh etc. Many other tools can also be applied in the further study
like chi-square, ANOVA, Standard Deviation, Variance etc. The study can also be carried out
in other countries and can compare it with India. Future researchers can explore the
relationship between fast food consumption behavior and cardiovascular risk factors such as
cholesterol level, diabetes mellitus, and hypertension among public. Qualitative method
possibly will improve the quality of quantitative studies by discovering the hypotheses to be
tested and improve the data collection instrument proposed to assess the dietary intake.

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Contents
CHAPTER TITLE Page No.
Chapter I Introduction
1.1 Fast food definitions
1.2 Introduction related to fast food
1.3 Effects of fast food
1.4 Fast food Industry
1.5 Quick-Service Restaurants
1.6 Role of consumer and fast food restaurants
1.7 Obesity
1.8 Child overweight and obesity
1.9 Obesity related health problems
1.10 Fast food industry in India
1.11 Fast food and its consumption pattern
1.12 Report by NRAI
1.13 Objectives of study
1.14 Rationale of the Study
Chapter II Literature Review
Chapter III Research Methodology
3.1 Research Design
3.2 Population and sample
3.3 Sample technique

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3.4 Questionnaire dimensions
3.5 Statistical tools/ Software
Chapter IV Analysis and Interpretations
Chapter V Findings, Suggestions & Conclusion
5.1 Findings
5.2 Conclusion of study
5.3 Recommendations
5.4 Limitations of study
5.5 Scope of the study
Bibliography
Annexure I Questionnaire

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List of Tables
TABLE NO. TITLE
1 Details of Respondents (Gender).
2 Details of Respondents (Age).
3 Details of Respondents (Education).
4 Income of Respondents.
5 Rank of Product by Brand.
6 Information about the Product.
7 Factor influences to purchase a particular Product.
8 Reasons for choosing to eat fast food.
9 Does branding affect to choose the fast food?
10 Fast food prices influence to choose fast food.
11 What respondents eat at fast food restaurants?
12 Beverage order with fast food meal
13 Frequency of consumption of fast food
14 Monthly Expenditure in fast food
15 Eating time at fast food restaurant
16 Time of the day eat fast food
17 Nutritional information influence to choose the fast food
18 Consumption of fast food depends on emotions
19 Nutritional information and ingredients contents in fast food
20 Junk food on regular basis influences to eat more?
21 Does frequent consumption of fast food causes obesity?

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List of Figures
FIGURE NO. TITLE
1 Details of Respondents (Gender).
2 Details of Respondents (Age).
3 Details of Respondents (Education).
4 Income of Respondents.
5 Rank of Product by Brand.
6 Information about the Product.
7 Factor influences to purchase a particular Product.
8 Reasons for choosing to eat fast food.
9 Does branding affect to choose the fast food?
10 Fast food prices influence to choose fast food.
11 What respondents eat at fast food restaurants?
12 Beverage order with fast food meal
13 Frequency of consumption of fast food
14 Monthly Expenditure in fast food
15 Eating time at fast food restaurant
16 Time of the day eat fast food
17 Nutritional information influence to choose the fast food
18 Consumption of fast food depends on emotions
19 Nutritional information and ingredients contents in fast food
20 Junk food on regular basis influences to eat more?
21 Does frequent consumption of fast food causes obesity?
List of Abbreviations/Symbols
VARIABLES EXPLAINATION
WAM Weighted Average Mean

CHAPTER 1: INTRODUCTION
1.1 Fast food definitions
From onion rings to double cheeseburgers, fast food is one of the world’s fastest growing
food types. Fast foods are quick, reasonably priced and readily available alternatives to home
cooked food. While convenient and economical for a busy lifestyle, fast foods are typically
high in calories, fat, saturated fat, sugar and salt. Many other definitions are proposed for fast
foods in the literature. A few of these are mentioned below:
Definition 1: Fast food have been defined by Bender and Bender (1995) as a “general term
used for a limited menu of foods that lend themselves to production line techniques; suppliers
tend to specialize in products such as hamburgers, pizzas, chicken, or sandwiches”.
Definition 2: In Data Monitor’s (2005) survey the fast food market is defined as the sale of
food and drinks for immediate consumption either on the premises or in designated eating
areas shared with other foodservice operators, or for consumption elsewhere.
Definition 3: As per “the free dictionary” fast food is “inexpensive food, such as hamburgers
and fried chicken, prepared and served quickly”.
Definition 4: According to Merriam-Webster online dictionary fast food is “designed for
ready availability, use, or consumption and with little consideration given to quality or
significance”.

1.2 Introduction related to fast food
Modern India is at a nutritional and dietary crossroads. While India has historically
experienced an under nutrition problem, the last few decades have seen an increase in over
nutrition, which is often synonymous with overweight and obesity. Indian urban youth are
particularly affected by this dietary dichotomy. Overweight and obesity in Indian youth are
rising, just as in adults, and current estimates shown that 10% to 30% of children and youth
(ages 5 to 17) in India are overweight or obese; the global prevalence for this age group is
10%. These higher levels of obesity have been linked to low physical activity, screen time,
and the consumption of unhealthy foods. It is widely reported by leading public health
organizations that caloric energy imbalance, lack of physical activity, and other factors, such
as behaviours, environment, genetics, and culture, may put youth at higher risk for
overweight and obesity. The combination of these factors may predispose overweight and
obese adolescents to adult overweight and obesity. Overweight and obesity may affect
teenagers’ health outcomes by increasing their risk of cardiovascular disease and their
chances of getting non-communicable diseases in adulthood. In India, heart disease has
increased up to six times in the last four decades; by 2010, the prevalence of diabetes had
increased four times, and hypertension is expected to nearly double by 2025.
A healthy diet is a key factor in the development of healthy children and adolescents and
could prevent childhood and adolescent obesity. Cross-sectional studies support the idea that
breakfast consumption helps children and youth keep a healthy weight and may lead to
healthier eating. Soft drink consumption has been associated with increased energy and
weight in youth as well as a decrease in nutrient intake. However, the development of eating
patterns is rooted in a complex set of behaviours that are shaped by different factors,
including behavioural, social, cultural, and economic conditions, as well as genetic
predispositions, innate reactions to common tastes, neophobia, environmental factors,
parental feeding practices, and the potential to learn food preferences. Therefore, it is
important to evaluate children and youth’s nutritional knowledge, beliefs, understanding, and
nutritional habits, as these may dictate future food-related
behaviours (i.e., purchasing and consumption). The
information would aid social scientists in the
development of effective nutrition interventions that may
help children and adolescents in making healthier food
choices and prevent overweight and obesity. The

qualitative literature about eating habits of Indian youth is slim.
Fast food denoted as food that can be cooked and dished up swiftly. They're admired as they
serve filling foods that taste fine with low expenditures. Nevertheless, the food is frequently
made with cheap items such as high fat beef, classy grains and added sugar & fats, rather than
nourishing ingredients, for instance, lean meats, fresh fruits and vegetables. In earlier period
people used to consume vigorous, freshly ready food with their relatives in the residence.
Nowadays though, several people, mainly young people, have a preference to consume junk
food such as hamburgers, fried chicken, Shawarma, or pizza. There are various causes for the
fame of fast food. One of the major reasons is the modifying in standard of living. Many
people functioning long hours, shifts, or comprehensive school days. They don’t have time to
discover ingredients or organize good food. A further reason is the enormous number of
young, well off people. In most of countries larger amount of people are young population so
they spend more money on fast food. Fast food restaurants regularly target kids with
television and Internet promotion. Children' meals with bright covering and mini toys appeal
to young children, but they are loaded with fat, sodium and additional sugars. The rise of
babyhood fatness and other ailments such as diabetes may be connected to the lofty fat and
sodium content of these detrimental fast food meals. The ill consequence of fast food and the
probable hazard that it possesses by its usual eating is outrageous. Chubbiness, increase in
cholesterol levels, dietary deficiencies, cardiac disorders, loss of muscle mass, depression,

sexual dysfunction, asthma, strokes, type 2 diabetes, cancer (kidney / uterine / colon / breast /
esophagus), liver disease, and cardiovascular diseases can all be caused by eating fast food on
a regular basis.
Advertising is a gigantic wickedness when it comes to junk. Businesses take benefit of this
tool to attract kids, particularly with good deals and offers on food ordered. Television ads
and those in print have a way of creeping up on children right down to when they're toddlers,
building upon brand devotion before they can even get the name right of the burger their
sinking their little teeth into. Fast food, though it is expedient and a delicious addition to a
diet, can have serious health and communal effects. People should learn to choose fast food
cautiously. Not all snack food is bad. Today, progressively fast food restaurants are offering
improved options and new menu items.
Food diversity in India is an implicit characteristic of India’s diversified culture consisting of
different regions and states within. Traditionally, Indians like to have home-cooked meals – a
concept supported religiously as well as individually. However, with times due to increasing
awareness and influence of western culture, there is a slight shift in food consumption
patterns among urban Indian families. It
started with eating outside and moved on
to accepting a wide variety of delicacies
from world-over. Fast food is one which
gained acceptance of Indian palate after
the multinational fast food players adapted
the basic Indian food requirements viz.
vegetarian meals and selected non-
vegetarian options excluding beef and
pork totally from their menu.
Multinational fast food outlets initially
faced protests and non-acceptance from
Indian consumers. This was due to
primary perception that these fast food
players serve only chicken and do not
serve vegetarian meals. Today, fast food
industry is getting adapted to Indian food
requirements and is growing in India. It is

gaining acceptance primarily from Indian youth and younger
generations and is becoming part of life. Keeping in view the
Indian habits and changing preferences towards food
consumption.
Popularity of these food stuffs in this age of urbanization has
been attributed to quick preparation and convenience of
finishing a meal within no time. Unfortunately, the current
world’s adaptation to a system of consumption of fast foods
has resulted in several adverse effects on health. The energy
density of fast foods had been found to be more than twice
the recommended daily allowance for children. Experts therefore attribute the current
childhood obesity epidemic to fast foods. This increase in childhood obesity has led to
increase in life-threatening conditions particularly non communicable diseases in developing
countries. Dental cavities another common ailment in school children can result due to dense
sugar content in fast foods. Food additives used in these food stuffs are found to be
carcinogenic and can be allergic causing asthma and rashes which are also seen frequently
among children. Added to this in developing countries there are problems like poor hygiene
during preparation, storage and handling of fast foods leading to contamination by
microorganisms.
As food habits learnt in childhood tend to persist into adulthood it becomes important to
educate children about healthy eating habits and make them aware about the health hazards of
fast foods right from school level onwards. It becomes equally important to have a clear
understanding of the factors
influencing food choices so as to
formulate appropriate nutritional
educational strategies.
1.3 Effects of fast food
Most of the junk foods are rich in
fats and poor in other nutrients.

Common junk food includes Fast food, chips, candy, gum, sweet desserts as well as alcoholic
beverages. Consumption of energy dense foods especially sweetened beverages like fruit
drinks, carbonated soft drinks and energy drinks may lead to type 2 diabetes and
cardiovascular risk. Trends including fast food consumption and skipping breakfast increased
during the transition period of adulthood, and such dietary behaviours are associated with
increased weight gain from adolescence to adulthood. The negative effects of consumption of
excess salt containing junk foods on health include increase in blood pressure and decrease in
calcium absorption. Foods with high salt content, therefore, are an important issue in the
modern society. Nutrient profiling, a method for categorising foods according to nutritional
quality, is both feasible and practical in promoting public health through better dietary
choices.
The development of nutrient profiling is an enviable step in support of strategies to tackle
obesity and other non-communicable diseases. High dietary intake of Phosphorous containing
food additives causes’ serious health effects on people with renal disorders. Sometimes food
additives are added to junk food to increase the shelf life, taste and also to preserve it from
microbial contamination. The internal barriers to nutritional change include negative
perceptions of healthy eating, the decreased taste, difficulty in changing familiar eating
habits, eating for comfort, and the prioritization of mental health. High salt content foods can
be addictive substances that stimulate the dopamine receptors in the brain, leading to increase
in craving and hunger. It leads to increased appetite, calorie consumption, overeating, obesity
and related illnesses.
One of the factors leading to binging on junk foods is watching television which severely
increases unhealthy dietary habits among children. An effort to suppress the growing
frequency of obesity, a tax on junk foods known as ‘fat
tax’ has been introduced and the revenue of which is used
to provide funding for healthy foods and exercising
equipment. A survey conducted among adolescents about
weight related attitudes, behaviour and problems dealt by
fat children lead them to eat too many calories, lack of
self-control and the people with weight controlling
attitudes would enjoy physical activity and be highly
coordinated. Parents create environments for children that
may promote the development of healthy eating

behaviours and weight, or may
promote overweight and aspects of
disordered eating. In a study that
deals with examining associations
between parental perceptions and
overweight adolescents on
monitoring of food hiding and
weight control behaviour, no
substantial associations were found
in the said opinions. It was
concluded that parents need to talk
to their adolescents about weight concerns and to support to lose weight in a healthier way.
1.4 FAST FOOD INDUSTRY

Source:-https://www.statista.com/statistics/273057/value-of-the-most-valuable-fast-food-brands-worldwide/
ABOUT THIS STATISTIC
The statistic shows the brand value of the 10 most valuable fast food brands worldwide in
2016. In that year, the brand value of Starbucks amounted to 43.57 billion U.S. dollars.
McDonald's was the most valuable fast food brand in the world with an estimated brand value
of about 88.65 billion U.S. dollars.
Companies in this industry operate restaurants in which customers order and pay at a counter.
Fast food firms must comply with country-specific political requirements, such as national
minimum wage regulations, affecting costs. Hygiene and quality regulations vary
significantly between nations and may influence the quality of products provided by fast food
outlets. Different countries set varying regulations regarding labeling and packaging. For
instance the US government pressured firms to promote healthy eating, and as a result several
fast food companies voluntarily included calorie information on their products.
Demand is driven by consumer tastes and personal income. The profitability of individual
companies depends on efficient operations and effective marketing. Large companies have
advantages in purchasing, finance, and marketing whereas small companies can compete
effectively by offering superior food or service. Despite the 2008 recession and the resulting
decrease in consumer confidence across the globe, average consumer fast-food spending has
increased due to convenience and low-cost. Consumers are still looking for the convenience

of eating out, but are drawn to the low prices of fast-food over table-service restaurants.
Many fast-food chains have capitalized upon the recession by introducing new deals in
addition to their already low-priced menus. McDonald's is still the leading (QSR) chain in the
United States. In 2015, the company generated close to 36 billion U.S. dollars; about 22
billion U.S. dollars more than its closest rival, Starbucks.
Taste is the most important factor when it comes to restaurant experiences according to 94
percent of U.S. consumers. Health, on the other hand, might be less of a consideration as the
nutritional quality of the meals offered by many popular fast food chains leaves much to be
desired. That said, nearly 83 percent of U.S. consumers dine at quick-service restaurants at
least once a week.
Fast food critics have revealed that fast food frequent visitors are less active and lazier in
handling home chores while the other individual that eat home cooked meals is more
energetic, proactive and handle chores better. They also pointed out several reasons why fast
food may be less healthy than other type of restaurant food; these include capital, time, costs
and signatory dishes (Spurlock, 2004 and Schlosser, 2002). But in the actual context, this
may not be so for all fast food restaurants as more restaurants are going into more healthy
meals for their customers and the public in general. In fact; evidence linking fast food and
obesity is not strong enough and much of it is based on studies in small sets of data.

Origins
In 1917, 15-year-old Ray Kroc lied about his age to join the Red Cross as an ambulance
driver, but the war ended before he completed his training. He then worked as a piano
player, a paper cup salesman and a Multimixer salesman.
In 1954, he visited a restaurant in San Bernardino, California that had purchased several
Multimixers. There he found a small but successful restaurant run by brothers Dick and
Mac McDonald, and was stunned by the effectiveness of their operation. They produced a
limited menu, concentrating on just a few items – burgers, fries and beverages – which
allowed them to focus on quality and quick service.
They were looking for a new agent and Kroc saw an opportunity. In 1955, he founded
McDonald’s System, Inc., a predecessor of the McDonald’s Corporation, and six years later
bought the exclusive rights to the McDonald’s name. By 1958, McDonald’s had sold its
100 millionth hamburger.
Ray Kroc wanted to build a restaurant system that would be famous for providing food of
consistently high quality and uniform methods of preparation. He wanted to serve burgers,
buns, fries and beverages that tasted just the same in Alaska as they did in Alabama.
To achieve this, he chose a unique path: persuading both franchisees and suppliers to buy into
his vision, working not for

McDonald’s but for themselves, together with McDonald’s. He promoted the slogan, “In
business for yourself, but not by yourself.” His philosophy was based on the simple principle
of a 3-legged stool: one leg was McDonald’s franchisees; the second, McDonald’s suppliers;
and the third, McDonald’s employees. The stool was only as strong as the three legs that
formed its foundation.
First and foremost, Kroc advocated adherence to the system approach. So while many of
McDonald’s most famous menu items – like the Big Mac, Filet-O-Fish and Egg McMuffin –
were created by franchisees, the McDonald’s operating system required franchisees to follow
the core McDonald’s principles of quality, service, cleanliness and value.
McDonald’s passion for quality meant that every single ingredient was tested, tasted and
perfected to fit the operating system. Kroc shared his vision of McDonald’s future, selling his
early suppliers on future volumes. They believed in him and the restaurant boomed.
Again, Ray Kroc was looking for a partnership, and he managed to create the most integrated,
efficient and innovative supply system in the food service industry. These supplier
relationships have flourished over the decades. In fact, many McDonald’s suppliers operating
today first started business with a handshake from Ray Kroc.
Right up until he died on January 14, 1984, Ray Kroc never stopped working for
McDonald’s. His legacy continues to this day as the system provides McDonald’s customers
with great tasting, affordable food; crew and franchisees with opportunities for growth; and
suppliers with a shared commitment to provide the highest quality ingredients and products.
From his passion for innovation
and efficiency, to his relentless
pursuit of quality, to his many
charitable contributions, Ray
Kroc’s legacy continues to be
an inspirational and integral
part of McDonald’s – today and
into the future.

Making pizza since 1960...
Like most corporate success stories, Domino's started out small – with just one store in 1960.
However, in 1978 the 200th Domino's store opened, and things really began to cook. By 1983
there were 1,000 Domino's stores and 5,000 in 1989. Today, there are over 13,800 stores –
including more than 5,000 outside the United States. In 1990, Domino's Pizza signs its
1,000th franchise. In 1996, the company reaches record sales of $2.8 billion system-wide in
1996. In 1999, David A. Brandon is named Chairman and Chief Executive Officer of
Domino's Pizza. The company announces record results for 1999, with worldwide sales
exceeding $3.36 billion.
Jubilant FoodWorks Limited (the Company) is a Jubilant Bhartia Group Company. The
Company was incorporated in 1995 and initiated operations in 1996, The Company got listed
on the Indian bourses in February 2010, Mr.
Shyam S. Bhartia, Mr. Hari S. Bhartia and Jubilant
Enpro Private Ltd, are the Promoters of the
Company. The Company & its subsidiary operates
Domino's Pizza brand with the exclusive rights for
India, Nepal, Bangladesh and Sri Lanka. The
Company is India's largest and fastest growing
food service company, with a network of 1004
Domino's Pizza restaurants across 230 cities (as of
February 11, 2016).

Restaurants (as of 31st March, 2012). The Company is the market leader in the organized
pizza market with a 54% market share (Euromonitor Report 2010) and 70% share in the pizza
home delivery segment in India. The Company has strengthened its portfolio by entering into
an agreement with Dunkin' Donuts Franchising LLC, for developing the Dunkin' Donuts
brand and operating restaurants in India.
Over the period since 1996, Domino's Pizza India has remained focused on delivering great
tasting Pizzas and sides, superior quality, exceptional guest care and value for money
offerings. We have endeavoured to establish a reputation for being a home delivery specialist
capable of delivering pizzas within 30 minutes or else FREE to a community of loyal
consumers from all our restaurants around the country.
Domino's vision is focused on “Exceptional people on a mission to be the best pizza delivery
company in the world!" We are committed to bringing fun, happiness and convenience to
lives of our consumers by delivering delicious pizzas to their doorstep and our efforts are
aimed at fulfilling this commitment towards a large and ever-growing guest base.
Domino's constantly strives to develop products that suit the tastes of our consumers and
hence delighting them. Domino's believes strongly in the strategy of 'Think global and act
local'. Thus, time and again they have been innovating with delicious new products such as
crusts, toppings and flavours suitable to the taste buds of Indian Consumers. Further
providing value for money and affordable products to consumers has been an important part
to their efforts. Their initiatives such as Fun Meal and Pizza Mania have been extremely
popular with consumers looking for an affordable and value for money meal option.
Domino's believes that when a box of pizza is opened, family and friends come together to
share the pizza. Hence, brand positioning: ‘Yeh Hai Rishton Ka Time'
In 2016, Domino’s opens its 1,000th store in India.

Two brothers from Kansas founded Pizza Hut in 1958. The $600 start-up money was
borrowed from their mother, the equipment was secondhand and the furnishings of the
restaurant, which was located at a busy crossroads at the center of Wichita, Kansas, were very
modest, But brothers Frank and Dan Carney hit a bull's eye in 1958 when they opened their
first pizza restaurant, which they called “Pizza Hut”, referring to the rather inconspicuous
building. Today, more than 50 years later, there are more than 13,000 Pizza Huts in over 100
countries worldwide. It wasn’t long before Pizza Hut became a registered trademark and the
first franchisees were found. Only ten years after the grand opening in Wichita, more than
one million guests had been welcomed in 310 restaurants and with a first branch in Canada,
the conquest of the international market had begun. A little later, in 1969, the red roof was
introduced as the company logo, which was soon to become world famous as an easily
recognized guarantee of crispy pizza, delicious pasta and friendly service in a pleasant
atmosphere. Pizza Hut had long been offering other products such as pasta in addition to
pizza by the time it went public in 1972. The 1000th restaurant was opened in the same year
‒ in Wichita, of course. This rapid expansion continued.
After opening new restaurants in Japan and England, the 100th international restaurant began
operations in Australia in 1976. This brought the total number of restaurants to 2000. After
the shareholders approved the takeover by Pepsico Inc., the steady upwards trend continued
uninterrupted. In 1977, the opening of the 3000th restaurant in the USA (in Texas) was
celebrated. In 1980, Pan Pizzas with individually selected toppings were introduced
worldwide in all Pizza Hut restaurants.
Pizza Hut has been in existence for over 50 years. With around 13,000 restaurants in 130
countries, we are the pizza specialist.

Total sales for the company in 2010 reached 11 billion US dollars.
KFC was founded by Colonel Harland Sanders, an entrepreneur who began selling fried
chicken from his roadside restaurant in Corbin, Kentucky during the Great Depression.
Sanders identified the potential of the restaurant franchising concept, and the first "Kentucky
Fried Chicken" franchise opened in Utah in 1952.
Colonel Harland Sanders has become a world-known figure by marketing his “finger lickin’
good” Kentucky Fried Chicken.
The spectacled Colonel Sanders could easily be identified by his clean, crsip white suite,
black string tie, and walking cane. A statue of this man can be seen as far away as on Nathan
Road in Kowloon, Hong Kong, for one place.
One of the most amazing aspects of his life is the fact that when he reached the age of sixty-
five, after running a restaurant for several years, Harland Sanders found himself penniless. He
retired and received his first social security check which was for one hundred and five
dollars. And that was just the beginning of his international fame and financial success
story...
Col. Sanders was a fellow who really loved to share his fried chicken recipe. He had a lot of
positive influence from those who tasted the chicken. Now, the Colonel was retired and up in
age and while most people believed in the sanctimony of retirement, the Colonel opted to sell
the world on his cool new chicken recipe. With little in terms of means at his disposal,
Colonel Sanders traveled door to door to houses and restaurants all over his local area. He
wanted to partner with someone to help promote his chicken recipe. Needless to say, he was
met with little enthusiasm.

He started travelling by car to different restaurants and cooked his fried chicken on the spot
for restaurant owners. If the owner liked the chicken, they would enter into a handshake
agreement to sell the Colonel's chicken. Legend has it that Colonel Sanders heard 1009 "no"s
before he heard his first "yes".
He was turned down one-thousand and nine times before his chicken was accepted once!
Colonel in front of his first KFC store. The deal was that for each piece of chicken the
restaurant sold, Sanders would receive a nickel. The restaurant would receive packets of
Colonel's secret herbs and spices in order to avoid them knowing the recipe. By 1964,
Colonel Sanders had 600 franchises selling his trademark chicken. At this time, he sold his
company for $2 million dollars but remained as a spokesperson. In 1976, the Colonel was
ranked as the world's second most recognizable celebrity.
It's amazing how the man started at the age of 65, when most retire, and built a global empire
out of fried chicken.
Fred DeLuca set out to fulfill his dream of becoming a medical doctor. Searching for a way to
help pay for his education, a family friend suggested he open a submarine sandwich shop.
With a loan of $1,000, the friend—Dr. Peter Buck—offered to become Fred’s partner, and a
business relationship was forged that would change the landscape of the fast food industry.
The first shop was opened in Bridgeport, Connecticut in August, 1965. Then, they set a goal
of having 32 stores opened in 10 years. Fred soon learned the basics of running a business, as
well as the importance of serving a well-made, high quality product, providing excellent
customer service, keeping operating costs low and finding great locations. These early
lessons continue to serve as the foundation for successful SUBWAY restaurants around the
world. By 1974, the duo owned and operated 16 submarine sandwich shops throughout

Connecticut. Realizing they would not reach their 32 store goal in time, they began
franchising, launching the SUBWAY® brand into a period of remarkable growth which
continues to this day. Today, the SUBWAY® brand is the world's largest submarine
sandwich chain with more than 44,000 locations around the world. They have become the
leading choice for people seeking quick, nutritious meals that the whole family can enjoy.
From the beginning, Fred has had a clear vision for the future of the SUBWAY® brand. As
they continue to grow, we are guided by his passion for delighting customers by serving
fresh, delicious, made-to-order sandwiches.
In 2000 it began a media campaign that would impact sales of Subway products everywhere
in the world. In the campaign a 22 year old Jared Fogle claimed that he had lost 111 kilos
eating only Subway sandwiches.
This boosted Subway’s fresh food ideology. As America was struggling with high obesity
levels due to fast food eating trend, Subway became the best option to choose. In 2002,
Subway became the franchise with the highest number of outlets overtaking long time leader
McDonalds. As of 2013 Subway has branches in 102 countries and yearly revenue of $9
billion. From being a part time business, Subway has become one of the most popular chain
restaurants in the world. Their consumer oriented approach has made them one of the most
successful companies of all time.
1.6 The role of consumer and the fast food restaurants
Consumers can be said to be the most important player in giving solution to the obesity
epidemic due to the fact that they make individualized choices about their food and lifestyle.
Four motivators that affect consumer decisions were identified such as: taste, price,
convenience, and quality. Although the consumers indicate healthy eating, proper and
balanced nutrition are important to
them, surveys and sales have shown
that consumers are more interested in
taste, availability, and price. However
they all know the fact that healthy
living key to a risk free life except
health issues inherited from parents.
Consumers have conflicting reports on

how much fat the body needs and burns and all about metabolism are still not clear to some
consumers. There is need for adequate and concise information to get to the consumer from a
source they have no reason to doubt.
The food safety and regulation body should enforce tutorials for consumers through fast food
outlets or shopping malls on the need for a healthy diet and also make the risk of not heeding
known in a way as not to ever forget (like a jingle on radio), across institutions, create
awareness in every way possible to the general public.
Fast food outlets can introduce additional meals on their menu that consist of a balanced diet
and not protecting selfish interest, restructure or adjust the old products to be nutritious and of
right weight.
1.7 OBESITY
Obesity results from an imbalance of calorie intake and expenditure defined by World Health
Organization (WHO) as a disease whereby the excess body fat has accumulated to the point
where the health of the individual may be adversely affected (Stevens, 2003). Obesity can be
said to be a vast health issue which can be as a result of socio economic factors, attitudinal
issues or disorder with feeding.
Obesity which is associated with an increased risk of several serious illnesses such as heart
disease, the type two diabetes, cardiac arrest, liver gallbladder disease. Obesity as well as
obesity related diseases have rapidly increased over the years with an increased number of
fast food restaurants.
Causes of obesity can be categorized into two perspectives: economic and non-economic.
Friedman (2000) talking from the non-economic perspective stated that obesity results from
the lack of discipline on the affected consumer’s part; while from an economic perspective
states that there are three correlating factors that contributes to the rising trend in obesity
which are: socio economic, geographical and individual attitude or perception on feeding.
1.8 Child Overweight and Obesity

The World Health Organization (WHO) defines obesity as excessive fat accumulation to the
point that it poses a health threat. Obtaining an accurate measure of body fat is often difficult,
time consuming, and expensive. To date, there is no accepted standard for directly measuring
body fatness in children and adolescents. As a result, excess weight for height is used as a
proxy for identifying overweight and obesity in both children and adults. Most clinicians use
the Body Mass Index (BMI) as an acceptable screening tool for obesity. BMI is calculated
using measures of height and weight.
Definitions of overweight and obesity are different in children than in adults. Pediatric
overweight and obesity are statistical definitions based on sex and age specific reference
values.
1.9 Obesity Related Health Problems
Obesity causes a vast number of health problems, some of which are irreversible and life
threatening. Obese children are at increased risk for developing high blood pressure, high
cholesterol, fatty liver disease, type 2 diabetes, joint problems, sleep apnea, and metabolic
syndrome. These conditions used to be considered adult diseases until type 2 diabetes and
certain clinical disease markers emerged in obese children. In the Bogalusa Heart Study, 70%
of obese children had at least one risk factor for cardiovascular disease while 39% had two or
more risk factors. Type 2 diabetes is one of the primary health threats to obese individuals.
About 4.1 in 1000 adolescents live with type 2 diabetes and the prevalence is rising. By 18
years old, obese adolescents have a minimum lifetime diabetes risk of 54.6% which escalates
depending on race, gender, and grade of obesity. Severely obese Hispanic females have the
greatest lifetime diabetes risk
calculated at 86%. Some scientists
even predict that life expectancy
may decline for the first time in 200
years as a result of the obesity
epidemic.

1.10 Fast food industry in India
According to worldwatch.org, India’s fast-food industry is
growing by 40 percent a year and supposed to generate over
a billion dollars in sales in 2005 as per their estimates.
Before the entry of multinational fast food outlets, Nirula’s
was a popular domestic fast food provider for eating-out.
Nirula’s started with ice-cream parlours and later moved on
the range of fast food including burgers, pizzas, sandwiches
etc. Established in 1934, Nirula’s today is a diversified
group having a chain of Elegant Business Hotels, Waiter
Service Restaurants, Family Style Restaurants, Ice Cream Parlours, Pastry Shops and Food
Processing Plants in India. The chain with over 60 outlets operating in five states successfully
caters to the Indian palate of over 50,000 guest every day for over 70 years.
Wimpy was another fast food provider besides Nirula’s in Indian market. Wimpy was the
only multinational fast food outlet in India before 1990s with one outlet in New Delhi. In the
initial years of its operations, Wimpy used to be visited by foreigners in India. Indians were
occasional visitors. Today Wimpy has 8 outlets in the capital city New Delhi and it is
expanding its menu with Indian dishes with a view to attract Indian consumer.
After the liberalization policy that came in force in 1991, fast food industry grown in India as
multinational fast food providers have set up their business either jointly with Indian partners
or independently. McDonald’s signed two joint ventures – one with Amit Jatia and another
one with Vikram Bakshi in April 1995. The first outlet was opened in New Delhi.
“We currently have 213 restaurants, and are looking to add up to another 250 restaurants by
2020, which would entail an investment of Rs. 750 crore,” said Amit Jatia, Vice Chairman,
Westlife Enterprise, a master franchisee for McDonald’s here.
In 1995, Kentucky Fried Chicken (KFC) also entered the Indian market and opened its first
outlet in Delhi. In 1996, Domino’s set up base in India by entering into a long-term
franchisee agreement with the Bhartia Brothers who had businesses in chemicals and
fertilizers. By 2000, Domino’s had presence in all the major cities and towns in India.
Domino’s had grown from one outlet in 1995 to 101 outlets in April 2001. Pizza Hut entered

India in June 1996 with its first outlet in Bangalore. Initially, the company operated
company-owned outlets and then moved on the franchisee owned restaurants.
McDonald’s, Domino’s, Pizza Hut and Nirula’s are the most popular and frequently visited
fast food outlets. KFC has limited outlets and has faced number of problems since entry in
India. Besides these, there are Pizza Express and Pizza Corner of which are not so popular.
With changing life style and aggressive marketing by fast food outlets, fast food is also
becoming popular in small towns; therefore, success of existing fast food outlets and entry of
more is inevitable (Gupta, 2003).
1.11 Fast food and consumption patterns
A study of South Indian school children and youth suggested that eating behaviors may be
affected by social changes; higher
socioeconomic status (SES) families may
adopt a foreign approach to food
consumption (i.e., western-style) that may
translate into the consumption of non-
traditional foods. Although knowledge
increased with age, consumption of
healthy foods did not. Additionally,
researchers found that Indian youth who eat away from home had significant increases in
caloric consumption. These factors may suggest that changing social norms and the adoption
of new food cultures may have a significant impact on adolescents’ caloric intake; these
behaviours may be hard to undo.
Another study assessed the knowledge and dietary intake of school-going youth in
Hyderabad. Researchers found that higher SES youth had higher nutrition knowledge when
compared to lower SES youth. Adolescents from a higher SES had a higher intake of
protective foods when compared to lower SES teenagers. Even though higher SES youth
preferred fast foods to more traditional Indian fare, teens from both SES groups equally
consumed carbonated beverages. The findings suggest that increased nutritional knowledge
may lead to higher intake of protective foods and underscored the importance of educating
lower SES youth about healthy eating.

According to the findings of the recent online survey from AC Nielson India being at the
seventh place, is among the top ten markets for weekly fast food consumption among the
countries of Asia-Pacific region. Over 70 per cent of urban Indians consume food from take-
away restaurants once a month or more frequently. Survey indicates that Pizza Hut is the
most preferred fast food outlet in India. Identifying the drivers for preference of one-brand
over another, the survey results indicate that Indians (66 percent) are amongst the consumers
who consider hygiene and cleanliness their most important criterion for selection. A total of
24 per cent of Indians use the quality of service as a decision making criterion to purchase a
fast food brand’s offering and 22 per cent rely on their perception of whether a take-away
brand offers them healthy food options.
1.12 Report by NRAI
A report given by National
Restaurant Association of India
(NRAI) 2010 about the fast
food industry in India is
estimated at between Rs 6,750
and Rs 8,000 crore.
The total value of junk food
consumed in India in 2003 was about Rs 41,000 crore based on the National Sample Survey
(NSS) data for the category `beverages, refreshments and processed foods. Educational
strategies on nutrition should be developed and implemented to help children and adolescents
to practice a healthy eating behaviour. Creating district-level nutrition policies to reduce junk
food in school stores to increase the availability of having a qualitative and healthy diet plan.
Higher consumption of fruits/vegetables was associated with lower levels of depressive
symptoms among females in the study. It is highly necessary to avoid junk foods in an excess
amounts so having a healthy and equally balanced nutrient containing diet will cut down the
risk of obesity disorders and have increased physical health. The main focus of our study
involved in understanding the views of adolescent’s on junk food consumption, ill health
effects, addictive tendency and the degree of awareness.

1.13 Objectives of the study:
 To identify the factors affecting the choice of (Indian youth) consumers for fast food.
 To examine the consumption pattern towards fast foods particularly with respect to
the frequency of visits and choice of fast foods.
 To check the awareness of health hazards of fast food and its association with
overweight.
1.14 Rationale of the Study:
The study would try to throw some insights into the fast food products offered by different
fast food outlets, perceptions, factors influencing to consume, ingredients and the nutrient
level of the outlets. The results of the study would be able to recognize the lacunae in the
health and thus provide key areas where improvement is required for better performance and
success by the fast food restaurants in respect to consumption pattern of fast food. In the days
of intense competition superior service, price and quality of product is the differentiator left
before the fast food restaurants to attract, retain and partner with the customers. Superior
service quality enables a firm to differentiate itself from its competition, gain a sustainable
competitive advantage, and enhance efficiency. As the consumption of fast food is
increasing day-by-day, it is important on the part of the outlet, to have an idea about what the
consumers are thinking about its various products, what are their health problem areas, what
are their recommendations, how do they compare the service of this outlet with that of any
other restaurants etc. Thus the findings of the study may be very useful to restaurants and it
may also help the consumers section to identify the positive and negative features of the
product and the restaurants would be go through with the recommendations of the consumers.
The restaurants can take actions on this basis to improve the ingredients as well as nutrients
quality (so that it will not harm the consumers) assuming that the sample customers selected
on the random basis represent the whole population.

CHAPTER 2: LITERATURE REVIEW
Kara, et al. (1997) examined how the perceptions of customers towards fast food
restaurants differed across two countries USA and Canada. The results of the study
revealed significant differences in perception between the frequent fast food buyers in
USA and Canada and also differences between consumers’ preferences for fast-food
restaurants in relation to age groups. Kara et al. has presented the consumers’
perceptions of and preferences for fast-food restaurants in the US and Canada.
According to their study, the consumers in the age of 12 to 24 years look for variety,
price, delivery service and location in America and for price and novelties in Canada.
In the age group of 46 years to above 55 years cleanliness, nutritional value, quality
and taste are considered by Americans and preference is given to nutritional value and
seating capacity by Canadians in identifying fast food restaurants. In the middle age
group of 25 to 45 years. Americans preferred for speed and friendly personnel
whereas Canadians looked for speed, quality and service.
Goyal & Singh (2007) estimated importance of various factors affecting the choice of
fast food outlets by Indian young consumers. The study applies multivariate statistical
tools to estimate importance of various factors affecting the choice of fast food outlets
by Indian young consumers. In addition, the authors analysed the consumption
patterns, impact of hygiene and nutritional values, and rating of various attributes of
McDonald’s and Nirula’s. The rating of fast food outlets’ attributes under study based
on mean score is very high but still consumer’s visit fast food outlets for fun, change
or entertaining their friends but certainly not as a substitute of home-made food.
Comparison of McDonald’s and Nirula’s indicates a clear cut difference in their mean
score of their attributes and also dimensions identified with factor analysis.
Janet Currie, Stefano DellaVigna, Enrico Moretti, Vikram Pathania [2009]
investigate the health consequences of changes in the supply of fast food using the

exact geographical location of fast food restaurants. Specifically, they ask how the
supply of fast food affects the obesity rates of 3 million school children and the
weight gain of over 1 million pregnant women. They find that among 9th grade
children, a fast food restaurant within a tenth of a mile of a school is associated with
at least a 5.2 percent increase in obesity rates. There is no discernable effect at .25
miles and at .5 miles. Among pregnant women, models with mother fixed effects
indicate that a fast food restaurant within a half mile of her residence results in a 2.5
percent increase in the probability of gaining over 20 kilos. The effect is larger, but
less precisely estimated at .1 miles. In contrast, the presence of non-fast food
restaurants is uncorrelated with obesity and weight gain. Moreover, proximity to
future fast food restaurants is uncorrelated with current obesity and weight gain,
conditional on current proximity to fast food. The implied effects of fast-food on
caloric intake are at least one order of magnitude smaller for mothers, which suggests
that they are less constrained by travel costs than school children. Results imply that
policies restricting access to fast food near schools could have significant effects on
obesity among school children, but similar policies restricting the availability of fast
food in residential areas are unlikely to have large effects on adults.
Anand (2011) explored the impact of demographics and psychographics on young
consumer’s food choice towards fast food in Delhi, India. The key determinants
impacting consumers food choice were found out to be passion for eating out,
socialize, ambience and taste of fast food and convenience for dual-income families in
urban India. Findings indicated that fast food companies can no longer rely on
convenience as USP in India, unless the implication of same on consumer’s health is
given equal importance in the years to come.
Pedro Alviola, Rodolfo M. Nayga, Jr., Michael Thomsen, Diana Danforth, and
James Smartt [2011] analyse the effect of the number of fast food restaurants at
different distances from public schools in Arkansas on school-level obesity rates. Use
instrumental variable estimation with fast-food restaurant proximity being
instrumented by proportion of the population within the 15 to 24 year-old age group
and nearness of the school to major highways. Although they find no consistent
statistical evidence of the association between the number of fast food restaurants and
school-level obesity rates, the impact is greatest when fast-food restaurants are within

a quarter of a mile of schools and this impact generally declines as distance between
the school and fast-food restaurants increases. The magnitudes of this impact are
robust but statistical significance varied depending on model specification. Results
also suggest that number of restaurants within a quarter of a mile from the school
increases obesity rates in middle/high schools and non-low socioeconomic status
schools. Increasing the number of restaurants within half a mile to a mile from the
school increases obesity rates in low-socioeconomic status schools.
Kifle Mihrete [2012] Fast food consumption among office workers is a common
phenomenon. Frequent consumption of fast food is linked to cardiovascular risk
factors. The pervasiveness of these risk factors has debilitated the office workers’
health and contributed to low performance and absenteeism. However, there remains
a significant gap in the current literature regarding the health impacts of frequent fast
food consumption behavior of office workers. Consuming large portions of fast food
has been associated with obesity. The purpose of this correlation study was to
investigate the relationship between fast food consumption, obesity and hypertension
among office workers. The theoretical foundations for the study are based on socio
ecological model which is concerned with interactions between the individual and the
different elements of the environment. Of 145 randomly selected office workers, 55
completed surveys about their food behavior and 36 of them had body mass index and
blood pressure measured. Spearman rank ordered correlations revealed significant
correlations of moderate strength between fast food portion size and obesity (rs = .37)
and between frequent fast food consumption and hypertension (rs = .40). These
results constitute an important contribution to the existing literature and can be used
by the health professionals and management to design workplace health intervention
which focuses on the office workers and the social environment. Implications for
positive social change include reducing the prevalence of obesity and hypertension.
Rezende and Avelar (2012) attempted to describe the eating out habits of consumers
in Brazil. The study revealed that a ‘search for variety’ was a motivator for eating
outside the home. The desire for ‘convenience’ was an important element on many

occasions of consumption. The younger people and people with higher incomes
possessed more intensive consumption and more favourable attitudes towards eating
out. The study also revealed that although eating out was a very popular trend, many
of the consumers did not voice any intention of eating out more frequently. An
attitude towards eating out was not all so positive, with certain levels of suspicion or
mistrust on the part of the consumers’ frequency of buying.
Geeta Arya and Sunita Mishra ]2013] Junk foods are rich in calories, salt and fats.
Excess consumption of junk foods leads rise to wide variety of health disorders.
School canteens are offering foods high in fat and sugar which actually contributing
to the youth weight gain along with other problems like infections, food poisonings
and dental diseases. Consuming junk foods might stop the children from taking
healthy meals either at school or at home. The practice of high consumption of junk
foods like maggi noodles, burgers, pao-bhaji, sandwiches, hot dogs, patties, pastries,
pop-corn, potato chips, carbonated drinks, biscuits, muffins, toast, kulcha-channa,
samosa, chocolates etc have become common feature of adolescent’s diet throughout
the world. They frequently over consume fast foods and under consume fruits,
vegetables and dairy products. According to WHO, in India, more than 3 per cent of
the population is in the obese category. Obesity is an emerging major public health
problem throughout the world among adolescents. It is one of the most effective tool
of changing the food habits without affecting their sentiments. Nutrition counselling
regarding the importance of balanced diet, harmful effects of junk foods will help to
curb the junk food addiction and improving their nutritional status. It should be
suggested that there is a need to focus on nutrition counselling to facilitate the intake
of healthy junk foods like fermented foods, wheat noodles by adding lots of
vegetables, sprouted pulses, sprouted tikki, vegetable samosa & cutlets, wheat and
multigrain bread.
Minal Kashyap, Komal Kashyap, Dr. Anil Sarda [2013] The Quick Service
Restaurant (QSR) sector is one of the sectors that have managed to grow even during
the economic slowdown. The tremendous growth of the fast food industries can be
visualised by looking at the recent past. Not only the young generation but also people

from all age group demand fast food in their everyday eating habits. Fast food
industries have acquired a place in people’s life is such that ordering the fast food
item or visiting the outlet of fast food item portrays a symbol of higher standard of
living in the society for the one and all, availing their services. Numerous big brands
of Quick service Restaurant are competing among themselves in the Indian market.
Some of them includes pizza hut, McDonalds, Dominos. These QSR offer number of
services including festive offers, combo offers, free delivery, complementary items on
every purchase and many more which attracts more and more buyers towards these
services. Fast food is a multibillion dollar industry which is affecting people’s
nutritious and healthy diet. Junk food along with taste brings lots of health issues for
one and all consuming these food items.
Lt Col Mercy Antony, Lt Col R K Bhatti [2013] Adolescents comprise
approximately one-fifth of the world’s population and most of them (84%) live in the
developing countries. Adolescents are at risk for nutritional problem both from a
physiological and a psychological standpoint. Junk food consumption and obesity in
childhood is emerging as a global epidemic. There are numerous psychological,
physical and economic consequences of childhood obesity. The aim of the study was
to assess the prevalence of junk food consumption and knowledge of adolescents
regarding its ill effects and also factors contributing towards this public health
concern. 208 students from four English medium schools in Pune District of
Maharashtra (India) were selected by purposive random sampling and students from
class VII to XI were selected by disproportionate random sampling for the study. Data
was collected using structured questionnaire. Out of 66.8% who consumed junk food,
50% of teenagers consumed junk food 3-5 times and 1-3 bottles of aerated drinks per
week. 46.15% teenagers had average knowledge about ill effects of junk food.
Y Prabhavathi, N T Krishna Kishore, M. Ramesh Kumar [2014] 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.
Joseph, Nelliyanil, Rai, Kotian, Ghosh and Singh (2015) say that India’s fast-food
industry is expanding at the rate of 40% every year. India ranks 10th in the fast food
per capita spending figures with 2.1% of expenditure in annual total spending. This
study was done to find out the awareness of health hazards of fast foods, consumption
pattern of fast foods and its association with overweight among high school students.
Fast food consumption was reported by most students in this study. Commonest
source of information was from television advertisements. Statutory warning about
hazards should also accompany television advertisements promoting fast foods. More
than half of the fast food users said that they were eating it because of being bored
with home food. This paper has done cross-sectional study was done among high
school students of 7th , 8th and 9th standard in three major private schools in
Mangalore city in March 2012. The study protocol was approved by the ethics
committee of the institution. The sample size of 230 was obtained at 95% confidence
level, 20% relative precision. The content validation of the questionnaire was done by
experts from Medical Education Unit of the institution. It contained semi-structured
questions on food frequency intake of fast foods, vegetables and fruits per week. Data
was entered and analysed using SPSS Inc., Chicago, IL, over 11.0 Chi-square test and
one-way ANOVA was used to test association. Binary logistic regression analysis was
done to find out the independent predictors of overweight and obesity among
children. p-value ≤ 0.05 was considered as statistically significant association.
C. Saranya Priyadarshini Assistant Professor, Department of Business
Administration (IB&RM), PSGR Krishnammal College for Women,
Coimbatore, Tamilnadu [2016]. The study reveals that 64% of the respondents visit
fast food outlets once in a week and majority of the respondents spent more than 15%
of their monthly income on fast food and the most favorite cuisine preferred by the

respondents is western junk foods. They also expressed that the discount offered at the
fast food outlets are considered as the effective promotional activity.
Gopal, Sriram, Kannabiran and Seenivasan study says that Junk foods are rich in
calories, salt and fats. Excess consumption of junk foods would lead rise to wide
variety of health disorders. The aim of this study was to know about junk food eating
habits of students, their ingredients, nutritive value and their impact on human health.
Self-administered questionnaire was used to collect the data. Students from VIT
University,Vellore, Tamil Nadu (India) were selected for this study as a sample
population and the total sample size was represented by 344 students. The analysis
showed that 30% of students were not aware about the harmful effects, nutritive
value, and quality of the food, chemicals present and its impact on human health.
Based on the study, it was found that 18% were taking junk food as an alternative to
breakfast, 68% of individuals liked junk foods for their taste as it was one of the
predominant factor for their choice. The results from the present study conclude that
the respondents were diplomatic in their answers and only few were obvious to the
fact that serious health effects might arise upon continuous consumption of junk
foods.
Mrs. P. Deivanai Fast food is something that almost everyone, right from kids to the
oldies, loves, and talks about fast food, and the mention of a pizza is almost
inevitable. Fast food is one of the world’s fastest growing food types. The main
objectives of study to identify the overall satisfaction level among the customers in
Domino’s Pizza Centre. The required data for the study was collected from both
primary and secondary sources. The primary data were collected through
questionnaire and analysis consumer perception towards Domino’s Pizza. The
required data for the study was collected from both primary and secondary sources.
The primary data were collected through questionnaire and analysis consumer
perception towards Domino’s Pizza. This study mainly depends upon the primary data
which have been collected from 120 respondents during the month of January and
February 2012. The raw data collected and carefully classified, edited and tabulation
for this analysis. The analysis table were prepared analysis and interpretation was
made on the basis of percentage.

Chapter 3: Research Methodology
In this chapter, the research design is described; research questions and hypotheses are
presented. Then, the population, the sampling frame, procedure for survey are described, and
data analysis tools and procedures to be used to test the hypotheses are explained.
3.1 Research Design
A cross-sectional study was undertaken during the period February to March, 2017. This
study used a statistically sample of population to determine the prevalence of an outcome of
interest, for the population, generally for the purpose of knowing the consumption pattern of
the Indian youth. This design is inexpensive and needs a little time to conduct. It is also
useful to find the awareness of health hazards by consumption of fast food. There is no
attempt to change participant’s behaviours or conditions. This descriptive study is in the form
of a survey to investigate the association between risk factors and the outcome of the interest.
3.2 Population and Sample
The target population is consumers of fast food and a sample of approximately 100 residents
of the City Delhi, India was selected. Focus in the south western area. Convenience samples
are drawn from the specified area. Our definition of convenience samples includes only one
dimension that is easy access to the sample units otherwise it was random selection of
individuals from a large number of customers at the fast food outlets. This segment of
population was selected due to their adoption of modern lifestyle pattern inclined towards
eating outside and socializing with friends. This includes individuals of both genders, of
different ethnic and racial groups. Respondents are from different income group level. This
target sample was chosen by considering its accessibility, diversity, and members have easy
access to fast food restaurants, can give informed consent, and have the ability to understand
and complete the questionnaire. The data were collected using a structured questionnaire.
Data were collected from the targeted customer while they were in malls or in fast food
outlets or at home. Questionnaires were handed over to them with a request for filling at the
spot. Due care has been taken to reduce possible biases in selecting the young customers for
the purpose of data collection by way of asking few questions to them in relation with their

eating habits and demographic profile. In addition, a thorough analysis was done for each
filled-in questionnaire to see the consistency of data provided by targeted customer
specifically for customers who had filled the questionnaire when they were with their peers.
In such cases few incomplete questionnaires were found. Such questionnaires were not
considered worthy for analyses and were rejected.
3.3 Sample Technique
Since it is not possible to study whole universe, it becomes necessary to take sample from the
universe to know about its characteristics.
1. Sampling Units: Consumers of fast food
2. Sample Technique: Random Sampling.
3. Research Instrument: Structured Questionnaire.
4. Contact Method: Personal Interview
3.4 Questionnaire dimensions
The questionnaire is having the following dimensions:
 demographics of the respondent such as age, qualification and marital status;
 behaviour of visiting fast food outlets such as time of the day, getting home delivery,
pressure from friends, influenced by nutritional values etc.;
 factors affecting selection of fast food outlets;
 comparisons between fast food outlets on various parameters such as price, food taste,
variety etc.;
 media for source of information for fast food outlets;
 ranking of various fast food products;
 what they are usually eat/order at the fast food restaurants;
 number of times they visit the fast food restaurants and their monthly expenditure on
it;
 does they know the nutritional information and ingredients content in each of the fast
foods?

3.5 Statistical Tools
Data were subject to statistical analysis such as descriptive statistical analysis and frequency
distribution. This analysis was applicable to mainly categorized data. Microsoft Excel had
used for tabulation and graphs for analysis. Some of the questions were scored on five point
Likerts scale, calculated simple percentage and weighted average mean.
Chapter 4: Analysis & Interpretation
Demographic Characteristics of Respondents
 GENDER
Figure 1
Figure 1, 2, 3, 4 shows the demographic characteristics of the respondents.
Out of the 100 respondents, 62 (62%) were males and 38 (38%) were females shown by
figure 1.
0
10
20
30
40
50
60
70
Male Female
62
38
Sex
No. Of
Respondents
Sex Respondents
Male 62%
Female 38%
Table 1
No. of Respondent

 AGE
Figure 2
Figure 2, shows 18 (18 %) were between the ages of 17-20 years, 51 (51%) were between the
age of 21-24 years, 31 (31%) were between 25-28 years. This study is specially based on the
age group of consumers from 17 to 28 years. So only took those respondents who were
satisfying this factor.
 EDUCATION LEVEL OF RESPONDENTS
Figure 3
FIGURE AND TABLE 1
0
10
20
30
40
50
60
17-20 21-24 25-28
18
51
31
Age
Age
00
18
82
Illiterate
Primary
Secondary
Graduation and
above
Age (Yrs.) Percentage
17-20 18%
21-24 51%
25-28 31%
Table 2
Education Percentage
Illiterate 0%
Primary 0%
Secondary 18%
Graduation and above 82%
Table 3
Age
No. of Respondent

Majority of the respondents were in the education level of graduation and above 82 (82%),
from the level of secondary were only 18 (18%). And none of the respondents were from
primary level of education or below (Figure-3).
 INCOME OF RESPONDENTS
Figure and Table 4
Table 4
Monthly Income Percentage
0-Rs.25000 67%
Rs.25001-Rs.50000 21%
Rs.50001-Rs.75000 9%
Rs.75001 and
above
3%
67
21
9
3
0
10
20
30
40
50
60
70
80
INCOME
No. Of
Respondents
Figure 4

Figure 4 shows the income of 100 respondents per month who were consuming the fast foods
in different restaurants, majority of the respondents 67 (67%) were earning in the income
level up to Rs.25000/-, 21(21%) respondents were earning in the level of Rs.25001/- to
Rs.50000/-, 9 (9%) respondents belong to the level of income from Rs.50001/- to Rs.75000/-
and only 3 (3%) respondents were earning Rs.75001/- to above.
Objective: Identifying the factors affecting the choice of (Indian youth) consumers
for fast food.
 RANKING OF PRODUCT BY BRAND
Figure 5
Ranking 1 2 3 4 5
0
10
20
30
40
50
60
70
1 2 3 4 5
36
38
16
6
4
16
36
29
17
2
9
13
40
33
5
35
11
13
18
23
4
2 2
26
66
McDonald
Domino
Pizza Hut
KFC
Subways

McDonald 36% 38% 16% 6% 4%
Domino 16% 36% 29% 17% 2%
Pizza Hut 9% 13% 40% 33% 5%
KFC 35% 11% 13% 18% 23%
Subways 4% 2% 2% 26% 66%
Table 5
Figure and Table 5
Most of the respondents were provided the rank first to the McDonald (36%) and even the
respondents were provided the similar rank to KFC (35%). Few respondents were provided
the second preference to the McDonald (38%). Dominos is having (36%), which is nearer
rank to second. Subway stands in the last rank by the 66% respondents out of 100 (Refer
figure 5). The subway is in the last preferred list by the respondents may be because its
outlets are not everywhere as compared to McDonalds, Dominos. And even one more
different thing in Subway is that consumers will have to decide almost everything that what
they have to choose for a specific product like bread, sauces, veggies etc. This might be
irritating sometimes.
 INFORMATION ABOUT THE PRODUCT
Figure 6
TV Newspaper Magazine Cinema Sales
Representative
Radio Others
Agree 85 59 44 32 22 23 9
Neutral 9 30 33 37 34 37 1
85
59
44
32
22 23
99
30 33
37 34 37
1
6
11
23
31
44
40
1
0
10
20
30
40
50
60
70
80
90
Agree
Neutral
Disagree

Disagree 6 11 23 31 44 40 1
Table 6
Figure and Table 6
Most of the respondents come to know about the fast food by the Television as it is calculated
by the Weighted Average Mean which gives the result 2.79 (highest), with the 85 respondents
agreeing and only few respondents were in neutral and disagree. Newspaper stands in the
second when providing information about the fast foods (2.48 Weighted Average Mean).
Magazine is perfectly stands for the neutral as it is having 2.01 Weighted Average Mean
which is just nearer to the Value 2. Radio and Sales Representative stands in the neutral side.
Other such as internet, were disagree by most of the respondents (Weighted Average Mean
0.3) (Refer figure 6).
 FACTOR INFLUENCES TO PURCHASE A PARTICULAR PRODUCT
Figure 7
Self (Taste) Family Friend Children Others
87
39
69
22
3
9
42
21
43
34
19
10
35
2
0
10
20
30
40
50
60
70
80
90
100
Self (Taste) Family Friend Children Others
Agree
Neutral
Disagree

Agree 87% 39% 69% 22% 3%
Neutral 9% 42% 21% 43% 3%
Disagree 4% 19% 10% 35% 2%
Table 7
Figure and Table 7
Most of the respondents were influenced to consume/purchase the fast food by their self-taste
and friends as Weighted Average Mean shows 2.83 and 2.59 for self-taste and friends
respectively. As repeatedly people visit the fast food outlets with their friends for parties like
birthday celebration, hangouts etc. And nearer to neutral in case of family and children as
there Weighted Average shows 2.2 and 1.87 respectively (Refer figure 7).
 REASONS FOR CHOOSING TO EAT AT FAST FOOD RESTAURANT.
Figure 8
Factors Agree Neutral Disagree
Enjoy the taste 87% 12% 1%
Lack of cooking skill 16% 43% 41%
Limited Time 33% 41% 26%
0
10
20
30
40
50
60
70
80
90
100
87
16
33
56
76
12
43
41
31
18
1
41
26
13 6
Disagree
Neutral
Agree

Variety of menu 56% 31% 13%
Eat with friend/family 76% 18% 6%
Table 8
Figure and Table 8
Among the 100 respondents most of them enjoy the taste of fast food because of it they prefer
the fast food items (87%), even the Weighted Average Mean also shows the majority of 2.86
towards it. Some respondents were like to have the fast food because of the varieties (2.43
WAM) available in the restaurants and some were also influenced by their friends and family
(2.7 WAM). Some of them were even neutral about the limited time to prepare the food as
well as lack of cooking skills, so they opt for the fast foods (Refer figure 8).
 DOES BRANDING AFFECT TO CHOOSE THE FAST FOOD?
Figure 9
Figure and Table 9
Branding affects to choose the fast food by the respondents. Branding is the process involved
in creating a unique name and image for a product in the consumers' mind, mainly through
64
29
7
Branding Affects
Agree
Neutral
Disagree Branding Affects
Agree 64%
Neutral 29%
Disagree 7%
Table 9

advertising campaigns with a consistent theme. Branding aims to establish a significant and
differentiated presence in the market that attracts and retains loyal customer. As there is also
a believe that the good brand will deliver a superior quality of product as compared to others.
Out of 100 respondents 64% were agree that the branding is affected (2.57 WAM).
Sometimes there is a reputation aspect which comes while choosing a brand by the
consumers. Only 7% were disagreeing (Refer figure 9).
 DOES FAST FOOD PRICES INFLUENCE TO CHOOSE FAST FOOD?
Figure 10
Figure and Table 10
Price of the product also affects very much as almost 53% of the 100 respondents were
agreeing that while choosing to eat fast food the price is also a factor. Whereas only 14%
were disagreeing, that price was a factor. Weighted Average Mean also shows the same
results that respondents were agreeing (2.39) (Refer figure 10).
53
33
14
Agree
Neutral
Disagree
Price Influencing
Agree 53%
Neutral 33%
Disagree 14%
Table 10

Objective: To examine the consumption pattern towards fast foods particularly
with respect to the frequency of visits and choice of fast foods.
 WHAT DO YOU EAT/ORDER AT FAST FOOD RESTAURANT?
Figure 11
Figure and Table 11
0
5
10
15
20
25
30
35
40
45
50
48
14
43
29
9
31
4
Percentage
Burger 27%
Fries 8%
Pizza 24%
Fried Chicken 16%
Sandwich 5%
Ice Cream 17%
Others 2%
Table 11

The Burger got the maximum liking among all the fast food options from the 100 respondents
(27%), next to Burger the Pizza is the most liking fast food it stands second by gaining (16%)
like. The Ice Cream is the third most liking fast food by gaining (17%). Now the Fried
Chicken which is very different from all this options as this is straight way the non-veg
product, the other options can be for veg as well as non-veg but this Fried Chicken cannot be
vegetarian, this product gain likes which is nearer to the previous product Ice Cream (16%).
The fries items come next in liking that might be French Fries (8%). 5% were towards
Sandwich. And only 2% like products other than the specified products (Refer figure 11).
 BEVERAGE USUALLY ORDER WITH FAST FOOD MEAL OR SNACK.
Figure 12
Figure and Table 12
26% of the respondents prefer to order Carbonated Soda with their meal or snack at
restaurants. Carbonated Soda stands in the category of highest liking in this list. Thereafter
many of the respondents were order Tea/Coffee (18%). 17% order fruity juice whereas 14%
go with the Milk and shake with their meals or snacks (Refer figure 12).
0
5
10
15
20
25
30
35
13
11
34
22
19
8
24
2
Series1
Percentage
No Drinks 10%
Mineral Water 8%
Carbonated soda 26%
Fruity juice 17%
Milk and Shake 14%
Lemonade 6%
Tea/Coffee 18%
Others 2%
Table 12

 FREQUENCY OF CONSUMPTION IN A WEEK.
Figure 13
Figure and Table 13
Out of 100, 69% respondents consume fast foods once or twice within a week. This might be
due to the reasons taste and preferences, influence by family/friend etc. Only 5% consume
five times or more within a week their reasons might be lack of cooking skills, limited time
etc. Only 4% are those who consume very rarely that might be monthly, quarterly, bi-
annually, annually (Refer figure 13).
 MONTHLY EXPENDITURE BY CONSUMERS.
Figure 14
4
69
22
5
0 Times
01-02 times
03-04 times
05 or more
14
51
26
9
Up to Rs.99
Rs.100-Rs.499
Rs.500-Rs.999
Rs.1000 - above
Percentage
0 Times 4%
01-02 times 69%
03-04 times 22%
05 or more 5%
Table 13
Percentage
Up to Rs.99 14%
Rs.100-Rs.499 51%
Rs.500-Rs.999 26%
Rs.1000 - above 9%
Table 14

Figure and Table 14
Out of 100 respondents, 51% spend their income ranging Rs.100/- to Rs.499/- for
consumption of fast food in a month, they might be spending this amount of money for
themselves or family. Only 14% spend their income up to Rs.99/- in a month for the
consumption of fast foods. 9% of the respondents spend Rs.1000/- and above (Refer figure
14).
 TYPICAL TIME OF EATING AT FAST FOOD RESTAURANT BY
CONSUMERS.
Figure 15
Figure and Table 15
60% respondents consume fast food as snacks and not as a main meal such as lunch or
dinner. 26% consume the fast food in the lunch hours that might be because of easy
availability during office hours. Only 13% consume the fast food as a dinner. Just 1% of the
1
26
1360
Breakfast
Lunch
Dinner
Snacks
Percentage
Breakfast 1%
Lunch 26%
Dinner 13%
Snacks 60%
Table 15

respondents consume the fast food during breakfast, this percentage might get increase if the
fast food restaurants starts opening from early in the morning (Refer figure 15). The
Weighted Average Mean 3.32 also shows the result that fast food is preferred by the
consumers during snacks.
 TIME OF THE DAY EAT FAST FOOD.
Figure 16
Figure and Table 16
Out of 100 respondents, 54% respondents consume the fast food in the time period between 6
PM TO 10 PM (2.41 WAM); this might be because 6 PM to 10 PM is the time to have some
evening snacks. Only 33% respondents were consuming the fast food in the time period
between 2 PM to 6 PM. And none of the respondent among 100 consumes fast food after 10
PM this might be because most of the fast food restaurants start shutting down after 10 PM
(Refer figure 16).
13
3354
0
11AM-2PM
2PM-6PM
6PM-10PM
After 10PM
Percentage
11AM-2PM 13%
2PM-6PM 33%
6PM-10PM 54%
After 10PM 0%
Table 16

Objective: To check the awareness of health hazards of fast food and its
association with overweight.
 NUTRITIONAL INFORMATION INFLUENCE TO CHOOSE THE FAST FOOD?
Figure 17
Figure and Table 17
Out of 100 respondents, 44% respondents were sometimes concerned about the nutritional
values of the fast food they are consuming (2.86 WAM). Only 26% were rarely concerned
about the nutritional values of the fast food they are consuming. 8% respondents were not at
8
26
44
16
6
0
5
10
15
20
25
30
35
40
45
50
Not at all Rarely Sometimes Most of the
time
Always
Percentage
Not at all 8%
Rarely 26%
Sometimes 44%
Most of the time 16%
Always 6%
Table 17

all concerned about the nutritional values and 6% of the respondents were always concerned
about the nutritional values (Refer figure 17).
 DOES CONSUMPTION OF FAST FOOD DEPEND ON EMOTIONS?
Figure 18
Figure and Table 18
Out of 100 respondents, 58% of the respondents were neutral about their emotions when
taking the fast food, which is also shown by the results of Weighted Average Mean 2.08.
Means majority of respondents are not even sure that they are agree or disagree, that
emotions affect their consumption pattern of fast food (Refer figure 18).
 KNOWLEDGE OF NUTRITIONAL INFORMATION AND INGREDIENTS
CONTENTS IN FAST FOOD.
0
10
20
30
40
50
60
Agree Neutral Disagree
25
58
17 Emotions Percentage
Agree 25%
Neutral 58%
Disagree 17%
Table 18

Figure 19
Figure and Table 19
After applying weighted average mean method, it’s found that nutritional information were
sometime known by the respondents as the weighted average mean comes very closure to 2
(1.88) which means sometimes. Whereas 23% were always concerned about the nutritional
information, that what they are eating and how much nutrients it contain, what are the
nutrients it is having and how much it will going to affect the body. Only 11% respondents
among the 100 respondents were never concerned about the nutritional information of the fast
food they are consuming (Refer figure 19).
 DOES JUNK FOOD ON DAILY BASIS INFLUENCES TO EAT MORE?
0
10
20
30
40
50
60
70
Never Sometimes Always
11
66
23
51
35
14
Agree
Neutral
Disagree
Nutritional
Information
Percentage
Never 11%
Sometimes 66%
Always 23%
Table 19
Daily basis eats more Percentage
Agree 51%
Neutral 35%
Disagree 14%
Table 20

Figure 20
Figure and Table 20
51% respondents out of 100 respondents were agreeing that consuming fast food on regular
basis makes they eat more and more the fast foods. When applying the weighted average
mean also gives the same result (2.37) that most of the respondents agreeing that when
consuming the fast food on regular basis makes it eat more. Whereas only 35% were neutral
and 14% were disagreeing towards this question (Refer figure 20).
 DOES FREQUENT CONSUMPTION OF FAST FOOD CAUSES OBESITY?
Figure 21
Figure and Table 21
81% respondents out of 100 were agreeing that the consumption of fast foods frequently
causes obesity. Obesity is the condition of being obese; increased body weight caused by
excessive accumulation of fat. The same result is being figure out after applying the weighted
average mean as it shows 2.77 which mean that majority of respondents know that frequent
consumption of fast food will cause obesity. Only 4% were towards that the consumption on
frequent basis will not cause obesity (Refer figure 21).
81
15
4
Agree
Neutral
Disagree
Obesity Percentage
Agree 81%
Neutral 15%
Disagree 4%
Table 21

Chapter 5: Findings, Conclusion and Suggestions
5.1 Findings
The information collected from 100 sample respondents in the study area of New Delhi city
were tabulated, analysed and the findings of the study are presented under the following
points:
 McDonald and KFC both are ranked top by the majority of respondents, whereas
Subway was being ranked last in the category of fast food restaurants by the
respondents.
 Majority of the respondents are saying that, they got the information of fast food
through Television and newspaper.
 Respondents were consuming the fast food because of their self-taste. They found the
taste was influencing them to purchase and consume the fast food.
 Majority of respondents choose to eat fast food because of their enjoyment in taste
and for their get-together parties with family and friends.
 Branding affects very much while choosing the fast food.
 Price of the product plays a vital role while opting for any fast food products.

 Burger and pizza are most liking fast food among the consumers.
 Consumer likes to order carbonated soda i.e. cold drinks, soft drinks etc. with the
meal.
 Majority of the respondents visit the fast food restaurants once to twice a week.
 People usually spend Rs.100/- to Rs.499/- in a month for the consumption of fast
foods.
 Majority have their fast food during the time period of 6PM to 10PM as snacks.
 Sometimes nutritional information influence to choose the fast food they would be
purchasing.
 Consumers are neutral that taking fast food depends on their emotions.
 Most of the consumers are sometimes aware of the nutritional information and
ingredients in fast food they are consuming.
 Consumers of fast foods are neutral about the consumption of fast foods on daily basis
makes them eat more.
 Majority of the respondents are agreeing that consumption of fast food on frequent
basis would causes obesity.
5.2 Conclusion to the Study
As per the study it has been analysed that consumers in the today’s market are more
fascinated to western culture and increase in the facilities offered by fast food services
driving the growth of the industry. The frequency of visiting the fast food outlets relates with
the ages of the consumers as well as the income affects the spending habits of an individual.
Delhi is the city having too much places for hang-outs and parties have become status symbol
in today’s dynamic culture. Whereas young adults having lesser amount of money in the form
of their pocket money moves to the fast food outlets which is significantly boosting the
market value of fast food industry. The second side of the coin is been surveyed and found
out that fast food items damaging human health and may lead to obesity, excess fat and
serious diseases. Respondents are of the opinion that the fast food industry should involve the
practice of using the healthy and nutritious food items. Fast food is convenient and tasty
though it prepared with low nourishing or unhealthy ingredients. Fast food companies are
targeting kids and youngster through great promotion strategies, delicious recipes and
attractive advertisement. There are much greater side effects of fast food and people are
unaware of its ill consequences. It can tend to many detrimental diseases.

Majority of people consume fast food between 6 pm to 10 pm. Nuclear and Joint both family
systems like fast food due to its taste. People like to eat fast food, outside their homes.
Hunger can be satisfied with fast food. Moreover, fast food is not a cost effective mean. Fast
food also used for the sake of enjoyment and fun. It is also evaluated that prolonged use of
fast food is also a cause of health problems, obesity, indigestion problem and high
cholesterol. Due to good taste and fluent availability people prefer fast food over home
cooked food. Fast food is also a major cause of avoiding proper nutrition. People prefer fast
food at their workplace due to their busy schedules. Moreover, fast food is also an addiction
for most of the people. Age and Education have negative correlation with the likeness,
consumption and spending money on fast food. However, with the increase in income there
will be more likeness toward fast food. Results showed that youngsters spend more money on
junk food.
5.3 Recommendations of the Study
It is recommended that fast food restaurants should use healthy ingredients in making of fast
food. Parents should keep an eye on the diet of their children. Excess and prolonged use of
junk food can have many ill consequences. Moreover, policy makers should limit or ban the
unhealthy fast food restaurants. Media should spread awareness among people about the side
effects of fast food. As the young consumers expect healthier lifestyle, fast food chains may
introduce variety of healthy food items to attract and retain the young consumers. To develop
awareness on healthy menu among consumers, nutritional information of each fast food menu
in the menu card may be provided. Fast food restaurants should do more to improve the
nutritional quality of kids' meals and regular menu items. The more will be the use of
nutritional items in the food, the more it will enhance the goodwill of the industry as a
contributor of health to the society.
5.4 Limitations of the Study
 Time and Resources constraints.
 Research is not been carried out for the extended period of time
 Human related
 Sample size limited to 100 respondents in the city New Delhi and individual
responses may be biased at times.

5.5 Scope of the Study
The topic of the study is connected with the consumption of fast food by the people of a
specific area which is southern west Delhi. And also briefs about the respondents knowledge
about the fast food ingredients. This study has been done in a very small area portion. Similar
study can be done in other areas of the city and even in different states. Even the comparative
study can be carried out between different states like between west Bengal and Delhi, Delhi
and Chandigarh etc. Many other tools can also be applied in the further study like chi-square,
ANOVA, Standard Deviation, Variance etc. The study can also be carried out in other
countries and can compare it with India. Future researchers can explore the relationship
between fast food consumption behavior and cardiovascular risk factors such as cholesterol
level, diabetes mellitus, and hypertension among public. Qualitative method possibly will
improve the quality of quantitative studies by discovering the hypotheses to be tested and
improve the data collection instrument proposed to assess the dietary intake. Qualitative
results will help to develop quantitative survey and dietary assessment instruments and tools
to estimate the portion size. Food consumption study will incorporate both quantitative and
qualitative approaches in order to achieve convergence of results. Using a combination of
qualitative and quantitative approaches (mixed method) will provide a better understanding
of the research problem than either approach alone.

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Annexture- I
QUESSTIONAIRE
Study on the Consumer Perception about the Fast Foods in Southern Delhi
Region
Personal Information
1 Name _______________________________________________________
2 Age
_Year_________________________________________Tick________
17-20
21-24
25-28
3 Level of Education
___Year________________________________________Tick_________
Illiterate
Primary
Data to be collected will be kept confidential and utilized for academic purpose only.

Secondary
Graduation & Above
4 Sex
___________________________________________Tick_________
Male
Female
5. Monthly Income
_ _(In Rs/-)(P.A.)___________________________________Tick_________
Up to 25000
25000-50000
50000-75000
75000 and above
6. Which brand of Product do you purchase? (Please provide the rank according to your
preference)
PRODUCT Rank
McDonald _
Domino _
Pizza Hut _
Kentucky Fried Chicken (KFC) _
Subways _
Other(Specify):_______________ _
7. Howdo you come to knowabout the product?
TV
Newspaper
Magazine
Cinema
Sales Representatives
Radio
Any Other:_____
8. Which factor influences the purchase ofparticular product?

Self (Taste)
Family
Friend
Children
Any Other:______
9. Reasons for choosing to eat at fast food.
Enjoy the taste
Lack of cooking skill
Limited Time
Variety of menu
Eat with friend/family
10. Does branding affect the chosen fast food?
o Agree
o Neutral
o Disagree
11. Fast food prices are influencing the chosen fast food.
o Agree
o Neutral
o Disagree
12. What do you usually like to eat/order at fast food restaurant?
o Burger
o Fries
o Pizza
o Fried chicken
o Sandwich
o Ice cream
o Others (Please specify): _
13. What beverage do you usually like to order with fast food meal or snack?
o No drink
o Mineral water
o Carbonated soda
o Fruity juice
o Milk and shake
o Lemonade
o Tea / coffee
o Others (Please specify):

14. Number of times a week you consume fast food.
o 0 times
o 1-2 times
o 3-4 times
o 5 times or more
15. Monthly expenditure on fast foods.
___(In Rs/-) ___________________________________Tick_________
Up to 99
100-499
500-999
1000 and above
16. When do you typically eat at fast food restaurant?
o Breakfast
o Lunch
o Dinner
o Snack
17. What time of day do you eat fast food?
o Between 11am and 2pm
o Between 2pm and 6pm
o Between 6pm and 10pm
o After 10pm
Effect of fast food consumption on the Health
18. How does nutritional information influence your choice regarding fast food?
o Not at all
o Rarely
o Sometimes
o Most of the time
o Always
19. Taking fast food depends on the emotion.
o Agree
o Neutral
o Disagree
20. Are you aware about nutritional information and ingredients content in each of
fast food that you consume?
o Never
o Sometimes

o Always
21. Do you know having junk food on a daily basis makes you eat more?
22. Do you know taking fast food frequently may cause obesity?
Thank You

A Study on the Consumer Perception about the Fast Foods in Southern Delhi Region

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