Pearl Academy

FAST FOOD TRENDS IN INDIA

Submitted to
Mr. Imran Ahmed
&
Mrs. Vasundhra Gupta

Submitted by
Akansha Jain, Himali Lalwani, Ritika Tiwari, Divya Jain and Kartik Chaudhary
(2014-2018)

Acknowledgement
At the very outset, we want to express our gratitude to our mentor Mr. Imraan Ahmed and Mrs. Vasundhra Gupta for providing us their guidance
time to time at each step while making of this project. This project wouldnt be possible without their support.
We would take this opportunity to thank all our teachers in Pearl Academy of Fashion who helped us with at various stages while making this
project.
We would like to thank all the people whom we interviewed for providing us the valuable information about the perception of people towards fast
food without which this report wouldnt have been made.

Table of Contents

PARTICULARS

PAGE
NO.

Executive summary

What is fast food?

Difference between healthy food and fast

food

Fast food industry in India

Market size of fast food industry

Organized and unorganized of fast food in

India
Factors contributing to growth of industry
Health problems due to consumption of junk

6-7
7
7-8

Change in attitude of parents

Research methodology- research design

Research design formulation

Data collection methods

Primary data
Secondary data

Sampling
Sample
Sample technique
Sample size

Data analysis and findings

9-12

Conclusion

13

References

14

Bibliography

15

Annexure

16-21

Executive Summary
Parents have the consumer power to insist that food and media companies improve their youth targeted marketing practices and the political
power to demand government action. This research has examined what parents really think about food marketing to their children.
Food marketing contributes to poor diet and obesity among youth, and public health experts believe that the obesity crisis cannot be resolved
without dramatic changes in food marketing to children and adolescents. The food industry has responded to these concerns with selfregulatory pledges that have produced some small changes, but questionable improvement. Further, the federal governments efforts to
propose voluntary principles to guide companies have stalled due to industry opposition.
Parents attitudes about environmental influences on childrens eating habits
The surveyed parents ranked the food and beverage categories marketed most often to their children fairly accurately. Fast food restaurants,
cereal, and soda/pop were at the top of their lists, while milk and fruits and vegetables were at the bottom. However, parents tended to
underestimate the frequency of their childrens exposure to some highly advertised categories, such as other (i.e., not fast food) restaurants.
They also overestimated the number of ads their children saw for the healthiest categories.
Parents were as concerned about junk food marketing to children as they were about alcohol and tobacco use in the media. The surveyed
parents were highly aware of the pester power of food marketing and its effects on their childrens food preferences. They were less likely to
agree that food marketing affects their childrens diet or the products they buy. Parents believed that TV commercials, in-store promotions, and
cartoon characters on packages had the most impact on their childrens eating habits. Surveyed parents perceived a number of environmental
obstacles to ensuring healthy eating habits for their children, including the expense of healthy foods, easy access to unhealthy foods, unhealthy
food advertising, and childrens media usage. In addition, 69% rated the media as a negative influence on their childrens eating habits, followed
by the food industry (61%), and the government (55%). However, they attributed 60% of the cause of increased childhood obesity to personal
responsibility and 40% to the unhealthy food environment

1. Literature review
1.1. What is fast food?
Fast food is a term given to food that can be prepared and served quickly. Usually its a term given to junk food or food preheated or precooked.
It is one of the largest influences on the community as a whole especially on children, teens, and even adults. Fast food is a multibillion dollar
industry that has influence on what and how we eat. It does not only affect persons nutrition and diet, but also the economy.
It is believe that people who consume this in a daily basis will lack a good nutrition as well as a good physical condition. Fast food is definitely a
problem that concerns us as a society, obesity, health issues, cost cares, franchises in business, laws and regulations are some of the issues
fast food involves.

1.2. Difference between healthy food and fast food

Most fast foods are polar opposites of healthy foods. Fast foods are high in Trans fats, sugar and sodium, which can lead to obesity, heart
disease and diabetes among other health problems. Healthy foods, by contrast, are high in vitamins, minerals, healthy fats and protein, and
they promote energy, good health and longevity.

1.2.1. Fat Content

Fast foods are fried in low-quality cooking oils. The frying process that makes these foods appeal to your taste buds and the pleasure centers in
your brain also renders them high in trans-fat. Trans fat is one of the most dangerous and health-damaging constituents of fast food. The Trans
fats cause inflammation and calcification of arterial cells and pose such a serious threat that they should be banned from the food supply. Both
inflammation and calcification of arterial cells significantly increase the risk of heart attack and stroke. Fats from whole foods such as avocados,
nuts and unprocessed oils such as extra-virgin coconut oil and olive oil can lower your risk of heart disease and support weight management
and healthy ageing.

1.2.2. Sodium Content

The excessive use of sodium in fast food makes it flavorful and addictive. While sodium is a necessary nutrient in the human diet, it is very easy
for most people to get the recommended dosage without even trying, because it occurs naturally in most foods. A diet containing too much
sodium can lead to high blood pressure and heart disease. Keeping a balanced diet consisting of whole, unprocessed fruits and vegetables,
which are naturally very low in sodium, can be very effective in keeping sodium levels within the recommended range.

1.2.3. Sugar Content

Similar to sodium, many fast foods are very high in sugar, which carries its own health risks. Diets high in sugar are directly linked to obesity.
Diets high in sugar accelerates cardiac systolic dysfunction and mortality compared to low-sugar diets. The refined sugars found in fast foods
provide little nutritional value, whereas sugars found in fruits and other natural sources provide vitamins and minerals, and they are digested
more slowly, because they are paired with fiber, which prohibits insulin levels from spiking.

1.2.4. Whole Foods vs. Processed Foods

The key differences between fast foods and healthy foods have to do with the processing that fast foods go through along with the added fat,
trans fat, sugar and sodium. These characteristics are responsible for increased rates of obesity, heart disease, diabetes and stroke. Foods
found in nature when consumed in their unadulterated forms provide nutrients that promote good health and vitality without the excess calories
or
unhealthy
additives.

1.3.Fast Food industry in India

The emergence of the fast food industry has, transformed urban food culture in India to some extent. In India, fast food culture emerged after
independence. Eating at home used to be a significant aspect of Indian culture. 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. Similarly,
children also resorted to fast food due to their exposure to global urban culture and western cuisine which accelerated their desire for cheap
and delicious fast food. Moreover, fast food costs less than traditional meals commencing with appetizer and concluding with dessert. With the
liberalization of the economy in 1992, new multinational fast food giants targeted India as a huge potential market with their outlets. Burger
King, Pizza Hut, Dominos Pizza, McDonalds and KFC outlets are functioning in shopping malls and other public areas. Changing consumer
behavior and favorable demographics led India to witness a tremendous growth in fast food restaurant industry.

1.3.1. Market size of fast food industry

Fast food is one of the worlds largest growing food type. Indias fast food industry is growing by 40% a year and is expected to generate a
billion dollars in sales by 2005.The multinational segment of Indian fast food industry is up to Rs. 6 bn, a figure expected to zoom to Rs.70 bn
by 2005. By 2005, the value of Indian dairy products is expected to be Rs.1, 00,000 million. In last 6 years, foreign investment in this sector
stood at Rs. 3600 million which is about one-fourth of total investment made in this sector. Because of the availability of raw material for fast
food, Global chains are flooding into the country.

Fast food is viewed as different things from convenient to comfort food and almost every single person has availed of fast food at some time or
the other. As a nation, fast food or junk food has been embraced quite easily and this has consequently led to unease and greater worry about
the health of the nation.

1.4. Organized and Unorganized sectors of fast food in India

1.4.1. Organized sectors
Kentucky Fried Chicken (KFC)
KFC Corporation, or KFC, founded and also known as Kentucky Fried Chicken is a chain of fast food restaurants based in Louisville, Kentucky.
KFC is a brand and operating segment, called a "concept" of Yum! Brands since 1997 when that company was spun off from PepsiCo as Tricon
Global Restaurants Inc. The restaurants are known as Poulet Frit Kentucky or PFK in the province of Quebec in Canada. In France, however,
the chain is known as KFC.
KFC primarily sells chicken in form of pieces, wraps, salads and sandwiches. While its primary focus is fried chicken, KFC also offers a
line of roasted chicken products, side dishes and desserts. Outside North America, KFC offers beef based products such as hamburgers or
kebabs, pork based products such as ribs and other regional fare.
The company was founded as Kentucky Fried Chicken by Colonel Harland Sanders in 1952, though the idea of KFC's fried chicken actually
goes back to 1930. The company adopted the abbreviated form of its name in 1991. Starting in April 2007, the company began using its original
name, Kentucky Fried Chicken, for its signage, packaging and advertisements in the United States as part of a new corporate re- branding
program newer and remodeled restaurants will have the new logo and name while older stores will continue to use the 1980s signage.
Additionally, Yum! Continues to use the abbreviated name freely in its advertising.
KFC Business Strategy
KFC fast-food chains are currently under the restaurant division of PepsiCo Incorporated. Some major threats include the changing attitudes of
society toward healthier eating habits, KFC has more than 9,800 outlets located in 77 countries. In marketing, KFC restaurants are not
restricted from locating within close proximity of other KFC restaurants. There are two alternative strategies for KFC. The first strategy involves
keeping PepsiCo beverage division and snack foods division together, and a divestiture of PepsiCo restaurant division; selling Taco Bell, Pizza
Hut, and KFC.

Dominos
Domino's Pizza is one of the biggest and fastest growing international food joints in South Asia. The very first Domino's Pizza outlet in India
opened in Jan, 1996 at New Delhi. Today, Domino's Pizza India has become a wide network of is the top most among the food delivery
business. Dominos Pizza outlets can be seen at major location f Delhi and NCR. Their home delivery is free with a guarantee of Thirty Minutes
Nahi to Free. Although they are expert in delivering Pizza delivery and food chain. There are close to 220 outlets in 42 cities of India and the
brand Pizzas on time, their eating joints and outlets are also good. We plan to have a total of 500 stores in 75-80 cities by 2010 to 2011. It
would entail an investment of Rs 200 million during the period
Market Growth
During last four months, dominoes have opened outlets in Jammu, Panipat, Surat, Baroda, Nasik, Trivandrum, Meerut and Patiala. While
earlier, 70 percent of our business used to be in metros and mini-metros, now the ratio is 50:50 between big cities and smaller Tier II and III
cities. Dominos Pizza is expanding its base in India by opening 500 outlets to add to its current tally of 156 outlets, across 50 cities in India by
2011 with an investment of Rs.1, 000 crore.
Market Share
The organized pizza market in India is worth Rs.500 crore and Dominos has a substantial 45% market share, and registered a healthy growth
of 60% over last year The main target for new outlets shall be metro cities though Tier II cities would also receive a fair amount of
attention. Currently Dominos sells around 35,000 pizzas every day, of which around 1% are given free on account of its 30 minutes or free
model. 65 percent of its revenue comes from home delivery service; around 35 percent is from sales in premise.

MC Donalds
McDonalds is the leading global foodservice retailer with more than 31,000 local restaurants serving more than 58 million people in 118
countries each day. More than 75% of McDonald's restaurants worldwide are owned and operated by independent local men and women.
The strong foundation that he built continues today with McDonald's vision and the commitment of our talented executives to keep the shine on
McDonald's Arches for years to come. To read more about McDonald's history, vision and executives, click on their links in the left menu.
They drive our business momentum by focusing on what matters most to customers. Our owner/operators, suppliers and employees work
together to meet customer needs in uniquely McDonald's ways. The powerful combination of entrepreneurial spirit and System wide alignment
around our Plan to win enables us to execute the best ideas with both large-scale efficiency and local flair.
Another model which CCD has adapted is to be present in educational institutions and corporate campuses either in the form of detailed cafes
or its economic model of CCD express.
These innovative strategies have ensured that the competition is at bay and ensured CCD's dominance in the Indian market though many of its
outlets are incurring losses.

Pizza Hut
Pizza Hut is an American restaurant chain and international franchise, known for pizza and side dishes it is now corporately known as Pizza
Hut, Inc. and is a subsidiary of Yum! Brands, Inc., the world's largest restaurant company.
In 2012, the company had more than 6,000 Pizza Hut restaurants in the United States, and had more than 5,139 store locations in 94 other
countries and territories around the world.

Pizza Hut is split into several different restaurant formats; the original family-style dine-in locations; store front delivery and carry-out locations;
and hybrid locations that offer carry-out, delivery, and dine-in options. Many full-size Pizza Hut locations offer lunch buffet, with "all-you-can-eat"
pizza, salad, bread sticks, and a special pasta. Additionally, Pizza Hut also has a number of other business concepts that are different from the
store type; Pizza Hut "Bistro" locations are "Red Roofs" which offer an expanded menu and slightly more upscale options.
Haldiram's is a major Indian sweets and snacks manufacturer based in Nagpur, Maharashtra, India. The company has manufacturing plants in
Nagpur, New Delhi, Kolkata, Bikaner. Haldiram's has its own retail chain stores and a range of restaurants in Nagpur and Delhi. In
contemporary times, Haldiram's products are exported to several countries worldwide, including Sri Lanka, United Kingdom, United States,
Canada, United Arab Emirates, Australia, New Zealand, Japan, Thailand and others.
Nirula's is India's oldest fast food restaurant chain, based in North India and most popular in NCR Delhi. It started Delhi's first fast food
restaurant in Connaught Place in 1977, today it has over 70 outlets in NCR Delhi, Punjab, Haryana, Bihar, Rajasthan, Madhya Pradesh and
Uttar Pradesh states, which includes family-style restaurants "Nirula's" specializing in "Desi version" of Western fast food as well as offering
Indian cuisine, casual dining "Potpourri restaurants", Pastry Shops and Ice cream parlours, and two hotels in Noida and Panipat. Recently
Nirula's opened its first franchise in Patna making it the first ever unit in the entire east zone.

1.4.2. Unorganized sector

Street food is ready-to-eat food or drink sold in a street or other public place, such as a market or fair, by a hawker or vendor, often from a
portable food booth, food cart or food truck. While some street foods are regional, many are not, having spread beyond their region of origin.
Most street foods are also classed as both finger food and fast food, and are cheaper on average than restaurant meals. According to a 2007
study from the Food and Agriculture Organization, 2.5 billion people eat street food every day.
Today, people may purchase street food for a number of reasons, such as to obtain reasonably priced and flavorful food in a sociable setting, to
experience ethnic cuisines, and also for nostalgia. Historically, in places such as ancient Rome, street food was purchased because the urban
poor did not have kitchens in their homes.
Each region of India has street food specialties. In areas of Maharashtra, such as Pune, street food culture includes vada paav, sabudana
vada, panipuri, ragda raav, kutchi daabeli, sevpuri, dahipuri, pav bhaji, egg bhurji, chanachur, buddhi ke baal, and gola. Mumbai, Maharashtra,
is where vada pav originated.
In Punjab, gol-gappy, kulcha, pathurey cholley, naan, and lachhey are common. New Delhi's cuisine is highly influenced by its neighbours Uttar
Pradesh, Haryana, and Punjab, as well as Mughalai cuisine. Vegetarian dishes include sabzi kachauri (sabzi is usually spicy potato
curry; kachauri can be plain as well as stuffed), dahil bhalla, and various other varieties of chaat. Certain parts of Old Delhi which
include Chandni Chowk and Chawri Bazar have numerous street food vendors who have been sold street food for three or more generations.

1.5. Factors contributing to growth of Industry

1.5.1. Food habit/Taste
Taste preference and sensory attributes guide food choice. Other factors involved in food choice include cost, availability, convenience,
cognitive restraint, and cultural familiarity. In addition, environmental cues and increased portion sizes play a role in the choice and amount of
food consumed.
Researchers have found that consumers cite taste as the primary determinant of food choice. Genetic differences in the ability to perceive bitter
taste are believed to play a role in the willingness to eat bitter-tasting vegetables and in the preferences for sweet taste and fat content of foods.
Approximately 25 percent of the US population are supertasters and 50 percent are tasters. Epidemiological studies suggest that nontasters are
more likely to eat a wider variety of foods and to have a higher body mass index (BMI), a measure of weight in kilograms divided by height in
meters squared.

1.5.2. Lifestyle
The fast food industry generates about $165 billion in revenue annually, based on 2011 market research by IBIS World. The research also
indicates that about 184,200 fast food businesses operate in the United States. Meal prices affect consumers restaurant choices in some
economic climates. However, consumers desire for more variety and healthier foods at restaurants sometimes outweigh their concerns about
costs.
The fast food industry in India has evolved with the changing lifestyles of the young Indian population. The sheer variety of gastronomic
preferences across the regions, hereditary or acquired, has brought about different modules across the country. It may take some time for the
local enterprise to mature to the level of international players in the field.
Fast food is a food prepared and served quickly at a fast food restaurant or a shop. It is served usually in a carton or bags in order to minimize
cost. Fast food outlets often provide take away or take out foods in addition to sit down services. Fast food is a multi billion industry continuing
to grow at a rapid pace in coming years.
Fast food is often highly processed and prepared in an industrial fashion i.e., with standard ingredient, methodical cooking and production
methods.

1.6. Health problems due to consumption of junk

Fast food has become more prominent among people of all ages today. The main advantage of fast food is that they are easily available and
convenient. It is very tasty to eat and is decorated in a pleasing manner which is also easy to carry along. Junk food proves to be really harmful
to the person eating it as it adds more calories and doesnt have any nutritional content in it. You need to be aware about the following health
problems if you use junk foodJunk food causes obesity i.e.an increase in your body weight, which can even be the reason for early demise. The reason behind this is the
high amount of calories in junk food and the lack of fibers. Many other complications also arise as a result of obesity-heart disease, heart
attacks, strokes, diabetes and cardiovascular disease.
Junk food even causes cancer, if used frequently. Fast food lacks almost all the vitamins and protein that are essential for the proper functioning
of your body. It also impairs the immune system. Hence, the diseased cells in your body can become cancerous.

The extreme use of soft drinks, sweetened juices and junk food can cause tooth decay, especially among small children. It is because they are
prepared with using low quality fat, sugar and high amount of salt.
Junk food can cause a rise in your blood sugar and as a result your energy level decreases. This will prove to be a hindrance in your
performance, as you wont be able to carry out your work energetically.
The high amount of fat and oil used in junk food causes drowsiness. It takes more time for fast food to digest and consumes more blood and
enzymes, which ends up in lack of concentration.

1.7. Change in attitude of parents

1.7.1. Gender roles
Gender roles are now changing. Females have started working outside. So, they have no time for their home and cooking food. Fast food is an
easy way out because these can be prepared easily.

1.7.2. Working women

Working women have no time for cooking, and if they have then also they dont want to cook because they want to come out of the traditionally
defined gender roles. They do not want to confine themselves to household work and upbringing of childrens.
Parents influence childrens eating habits through their implicit and explicit modeling of food consumption behavior (Fisher and Birch 1995). For
example, the children of parents who consume fruits and vegetables do the same (Nicklas et al. 2001). Likewise, the children of parents who
consume large amounts of fast food may also do the same. Thus, parents influence childrens eating habits through the foods they purchase for
and serve in the household, as well as through their selection of places to eat and foods to buy. From this perspective, parents influence
childrens exposure to particular foods and potentially their habits and preferences. Children who develop particular habits and preferences in
childhood may establish them as a lifelong pattern. Because they fulfill consumers desires for tasty, convenient, and inexpensive food, fastfood outlets have become a home away from home for breakfast, lunch and dinner among consumers of all ages (Kara, Kaynak, and
Kucukemiroglu
1995,
p.
319).
Fast-food
restaurants
market
heavily
to
children
and
adolescents.

2. Research Methodology
2.1. Research design
Research designs are the specification of methods procedures for acquiring the information needed to structure or to solve problems.
In order to fulfil the research objective detail study was conducted through secondary sources i.e. through internet (background study and
literature review) followed by primary study through questionnaires and interviews on the target market

3. Research design formulation

A research design is like a blueprint or framework in order to conduct any research study. It involves following elements:In our entire research we would be using the descriptive research method.
Descriptive research design: this research method is undertaken by the researcher to understand the what, why, who and how.

4. Data collection methods

There are two types of data collection methods primary and secondary data.
In our study we would using both types of data collection methods

Primary data
Questionnaire method- through this medium we have been able to do an in depth study which enabled us to understand the requirement and
benefits of the organisations. We had closed ended questions as a part of our questionnaires

Secondary data
For our research we have used external data wherein we have referred to various sources of information

Books:-human resource motivation leads to organisational profitability.

Internet: - search engines like google and Wikipedia

5. Sampling
A sample is a small part of the whole population selected for the research study. In our research study we have taken relatively small simple
size of 50 respondent.
It was basically done to find the trend of fast food industry and the perception of parents towards fast food.

Sample: Target Market is parents of children aged from 7-17 who are residents of Delhi NCR.
Sample Technique: Secondary Data was collected through internet and primary and primary data was collected through survey,
interview and questionnaire taking non-probability method considering a convenience sample.
Sample size: Questionnaire was filled by 50 respondents who live in East And West Delhi.

6. Data Preparation and Analysis

Data preparation, verification and coding of data are done at this stage. Each question in the questionnaire has been asked for a reason. In
order to fulfill the objectives of study as mentioned before, the primary analysis is being done on full. In our case the responses of parents are
evaluated to find out the trend and scope for the improvement in fast food industry.
Data analysis tools used are: Mean, correlation, cross-tabulation, graphs and pie charts.

Analysis of Questionnaire
Question 1: How old are you?

Maximum Parents interviewed are above 40 years of age.

Question 2: What is your disposal monthly income?
Correlation:
With Question 5: How much do you spend on fast food monthly?
The correlation of these questions is 0.548 which is positive and hence directly proportional i.e. with increase in monthly disposable income, the
expenditure of fast food increases.
Question 3: Whats your education level?
Correlation:
With Question 14: Are you aware of the diseases that will affect you from consumption of fast food?
The correlation of these questions is 0.236 which is positive and hence directly proportional i.e. with increase in education level, the awareness
of diseases caused by consuming fast food increases.
Question 4: In which category does your occupation fall?
Cross-tabulation:
With Question 15: Which cuisine do you prefer?

cuisine/occupa
tion

hospitality
banking
business
media

sout
h
indi
an
2
2

continen
tal

2
1
4
1

itali
an

1
5
1

nort
h
indi
an
1
8

chine
se

1
2
6
2

housewife
others
1.
2.
3.
4.
5.
6.

3
1

It was found that people in hospitality who are much aware of the diseases and harmful effects of fast food preferred
continental food which is less unhealthy as compared to other cuisines.
It was found that people in banking preferred South Indian and Chinese food.
It was found that people in business that like rich and luxurious food preferred north Indian food.
It was found that people in media preferred Chinese food.
It was found that housewives preferred north Indian food.
It was also found that people in others preferred south Indian food.

Question 6: Why do you eat fast food?

Mean:
On analysis, the highest mean value was found to be 2.48 i.e. maximum people eat fast food because they like the ambience of the restaurants
as it is a change in their monotonous routine.
Question 7: Which fast food outlet do you prefer?

20% people interviewed, preferred to eat at Haldirams.

Question 8: How often do you eat fast food?

It was found that 38% of people interviewed consumed fast food on weekly basis.

10

Question 9: How do you feel about your child having fast food on regular basis?

Correlation:
With Question 10: Does your child agree with you if you ask them not to have Fast food?
The correlation of these questions is -0.05 which is negative and hence indirectly proportional i.e. with increase in dissension of parents in
having fast food on regular basis and the dissension of children decreases.
Graph:

48% parents disagree with their child having fast food whereas 24% parents are neutral about it.

Question 10: Does your child agree with you if you ask them not to have Fast food?

46% parents said that their child is neutral whereas 24% parents disagree that their child agrees with them if asked not to have fast food.

Question 11: Has fast food become a basic need for you?

42% parents said that fast food has become a basic need for them.

11

Question 12: Opinion about Fast food trend.

According to 60% parents the trend of fast food will increase whereas 30% parents think that it will remain stable.

Question

13: Which

meal

is preferred?

It was found that 50% people prefer to go out for dinner.

12

9. Conclusion

The study conducted for perception of parents towards fast food. For that 50 people were interviewed and questions in the questionnaire was
asked for a reason.
So analysis was made of the questions of the questionnaire and to conclude this qualitative research topic the points conclude are numerous:Maximum Parents interviewed were above 40 years of age.
Increase in monthly disposable income, the expenditure of fast food on fast food increased
Increase in education level, the awareness of diseases caused by consuming fast food increases.
It was found that people in hospitality who are much aware of the diseases and harmful effects of fast food preferred continental food
which is less unhealthy as compared to other cuisines.
It was found that people in banking preferred South Indian and Chinese food.
It was found that people in business that like rich and luxurious food preferred north Indian food.
It was found that people in media preferred Chinese food.
It was found that housewives preferred north Indian food.
It was also found that people in others preferred south Indian food.
On an average, maximum people eat fast food because they like the ambience of the restaurants as it is a change in their
monotonous routine.
There was large amount of people who ate fast food weekly but the perception of parents towards having fast food went opposite as
48% disagreed with it.
For some fast food was their basic need and the trend for fast food will also increase in the near future.
It was also analysed that people prefer to have fast food in their dinner time.

13

10. References

Fast food industry 2009 Available from: <http://www.globalthen.com/qsr/pdf/fast-food-industry-in-india-astudy.pdf>

Gambone.G Available from:<http://www.ehow.com/about_5375595_factors-growth-fast-food-companies.html> [Sept. 2010]

Global Fast Food Market Available from: <http://www.marketresearchreports.biz/analysis-details/global-fastfood-market-industryanalysis-size-share-growth-trends-and-forecast>

Indian fast food industry Available from: <http://www.slideshare.net/Ekta2407/fast-food-industry-11464395>

IOSR Journal of nursing and health science(IOSR-JNHS)e-ISSN: 2320 1959.p-ISSN:2320 1940 volume 1, issue 69(julyaug2013),
pp 26-32

Sonya A. Grier, Janell Mensinger, Shirley H. Huang, Shiriki K. Kumanyika, and Nicolas Stettlerhttps, Fast-Food Marketing and
Childrens Fast-Food Consumption: Exploring Parents Influences in an Ethnically Diverse Sample. Available from:
<http://www.aacorn.org/uploads/files/GrierJPublPolicyMarket07.pdf>

Warsi.K.A. Food retailing: fast food industry. Available from: <http://papers.ssrn.com/sol3/papers.cfm?abstract_id=664962> [Feb.
2005]

14

11. Bibliography

http://www.aacorn.org/uploads/files/GrierJPublPolicyMarket07.pdf

http://www.marketresearchreports.biz/analysis-details/global-fastfood-market-industry-analysis-size-share-growth-trends-and-forecast

http://www.slideshare.net/Ekta2407/fast-food-industry-11464395

http://papers.ssrn.com/sol3/papers.cfm?abstract_id=664962

http://www.globalthen.com/qsr/pdf/fast-food-industry-in-india-study.pdf

https://www.aacorn.org/uploads/files/GrierJPublPolicyMarket07.pdf

http://www.ehow.com/about_5375595_factors-growth-fast-food-companies.html

http://en.wikipedia.org/wiki/Fast_food

http://www.globalthen.com/qsr/pdf/Indian%20Fast%20Food%20Industry.pdf

http://www.journals.elsevier.com/trends-in-food-science-and-technology/

http://www.sciencedirect.com/science/journal/09242244

IOSR Journal of nursing and health science(IOSR-JNHS)e-ISSN: 2320 1959.p-ISSN:2320 1940 volume 1, issue 69(julyaug2013),
pp 26-32

15

ANNEXURE

QUESTIONNAIRE:

16

17

18

CODING SHEET:

19

20

TALLY SHEET:

21