IEMS Journal of Management Research

Abstract

The fast-food industry in India has witnessed significant growth, replacing traditional foods as a result of changing lifestyle patterns. This paper explores the consumer behaviour towards fast food in Uttar Kannada district, focusing on factors influencing their choices. Drawing on the literature review, the study identifies various influencers such as home environment, educational stress, availability of fast food, and social factors. The purpose is to help fast food outlets understand consumer preferences, strengths, and areas for improvement. The research methodology involves descriptive research using primary data collection with specific objectives and secondary data from various sources. Statistical tools, including SPSS software, are utilized for analysis. The study formulates a hypothesis on the relationship between consumer preference and nutritional fact labels. Findings reveal a fascination among youngsters for Western culture, with a preference for ethnic dishes with nutritional value. Respondents offer valuable suggestions for improving product and service quality. In conclusion, the shift towards fast food consumption is attributed to urbanization, increased disposable income, awareness, and a fascination with Western culture.